Powerpoint used by Herb Lawrence Arkansas State University Small Business and Technology Development Center in presentation to the Arkansas Pest Management Association's annual meeting in Little Rock. Lawrence discussed basics of online marketing tools for small businesses, specifically for use by small Pest Management companies

1. Online Marketing Basics
Get the Basics
Arkansas Pest Management Association

2. The Opportunity…The Challenge

3. What is my MESSAGE? – Value Proposition
Who are My CUSTOMERS?
Where do they LEARN ABOUT ME?
What MATTERS to my Customers?
What is my SALES FUNNEL?
Marketing Plan

4. Feeding the Cash Register
Email
Local Search
Web Site
Off-Line
BLOG

5. Getting the Word Out
Where we create content to FEED our Blog Create Content in
a Form Customers
Want
Post it on a site
that search engines
can index
Spread the word on the RIGHT Channels

6. First Things First:
Website
If a Local Business – Claim Local Listings
Leverage E-Mail to connect with customers
Develop a Buyer Persona to target best customer
Determine what is important to that segment
Set Up Monitoring Platforms
Determine the RIGHT social networks
Determine the RIGHT type of Content
Start Delivering Good Content they VALUE
Find tools to make your Online Marketing Easier
Where to Start

7. Educates
Informs
Entertains
Provides Value
Builds Trust
Creates Relationships…then
SELLS……
What is Good Content

8. Video
Images, pictures –
Articles
Infographics
eBooks/White Papers
Webinars
Podcasts
Coupons/discounts/special offers
How to Spread Content
Know how subscribers in different networks PREFER to receive your content

9. Slideshare.com upload your PowerPoint, word documents, pdf
files, brochures, even video online to share with your audience
Animoto.com Video creation and sharing tool that allows you to upload images
and short video clips, add text, then mix with a great music library to share with your
fans.
Storify.com Online curation site bring information from
Google, Facebook, Twitter, YouTube, Instagram and more. Perfect for quick creation of
information in appealing format.
YouTube – Fits as both a support tool and as its own social network. Shoot video
from anywhere, upload to YouTube and share on your sites.
Get more information about Slideshare, Animoto and YouTube at
our Storify article “Tools to Create GREAT Content”
Tools to Create Content

10. Hootsuite.com
Buffer.com
Tweetdeck.com
Facebook Page Scheduler
Read all about these and other scheduling tools at our
Storify article “Scheduling Tools for Beginners”
Tools to Save Time

11. How is Social Media Used?
• Customer Service
• Product/service feedback
• Industry networking
• Promotions/Contests
• News, company updates
• Internal Collaboration

12. Creating a Social Media Plan
STEPS
Pre-planning
Listen to the conversations
Create TARGET profile
Set Specific Goals
Join Conversation
Measure Return

13. Step 1 Preplanning
What are your CURRENT Channels?
E-Mail?
Websites
Direct
Mail
Newsletter
s

14. Step 2 Listen to the Conversation
Secure your brand on social
platforms
Blogs, twitter, Facebook, Lin
kedIn
Usernames unique
Try to be consistent
Set up monitoring platforms
Google Alerts
SocialMention.com
Technorati
Twitter Search

15. Monitoring Tools
Listen to the conversations!
Read detailed “How To” set up at our storify posts
http://storify.com/asbtdc_asu/monitoring
http://addictomatic.com/
https://twitter.com/search
http://www.socialmention.com/
http://www.google.com/alerts

16. Follow your competition on social media
See what networks they use
Evaluate how they connect
Evaluate “value” they add to customers
Reactions of followers, fans, subscribers, etc.
STEAL What works!
AVOID what isn’t working
Industrial Espionage

17. Step 3 Create Target Profile
Find KEY attributes by Listening
Chart out their presence in social
media
Market Segmentation
Demographic
Geographic
Psychographic
Behavioristic
Continue to gather customer
information along the way

18. Get detailed user data for 2012 at the ASU SBTDC
Pinterest Site at our Social Network Stats 2012!
Exactly Who Uses Social Networks?
Are they my Potential Customers?
http://pinterest.com/astatesbdc/

19. Step 4 Set Specific Goals
Brand Awareness/Advocacy
Increase Traffic/Opt-Ins
Business Partnerships
Search Engine Results
Generate Leads
Reduce CRM Costs
Increase Revenues

20. Step 5 – Join the Conversation
Establish an Editorial Calendar
Choose schedule for days you will
post
Keeps on Track & Organize Content
Consistency
Helps when you need Content Ideas

21. E-mail hlawrenc@astate.edu
Facebook http://www.facebook.com/asu.sbtdc
Facebook http://www.facebook.com/herb.lawrence
Twitter http://www.twitter.com/asbtdc_asu
LinkedIn http://www.linkedin.com/in/asusbtdc
Pinterest http://pinterest.com/astatesbdc/
Google Plus
https://plus.google.com/u/0/116773498364928584762/posts
Oh… or call me (870) 972-3517
Download this PowerPoint for links at:
http://www.astate.edu/a/sbtdc/
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