The document discusses strategies for small businesses to improve their digital visibility through effective marketing practices. It emphasizes the importance of understanding customers' needs, creating valuable content, and building trust online, particularly with women consumers. The document also highlights the role of social media and consistent online presence in driving customer engagement and relationships.

1. Practical Marketing for Small Businesses : Improving Your Digital Visibility Christine B. Whittemore

2. Upon completing this program, you should know how to: Learn how to assess your digital visibility Think with a customer mindset Develop a content strategy that integrates offline and online activities Measure results

3. Christine B. Whittemore Chief Simplifier, Simple Marketing Now, LLC Social media & content marketing strategist Passionate about the retail experience & marketing to women , social media & content marketing , and helping companies make their marketing work harder !

4. The Plan Examine the marketplace What has changed? What about your digital visibility? Google Juice Digital Visibility Basics How to do this when you’re busy? Examples

5. The Old Ways Aren’t Working

6. We live in a Digital World 70 to 90% of people start the purchase process at a search window 97% of local customers use online media to research businesses in their community** **BIA/Kelsey research Simple Marketing Now LLC – http://SimpleMarketingNow.com March 2011

7. Customers Go Online To educate themselves Reviews, networks, community… Can you be found online? With consistent profiles, keywords & content?

8. Especially Women Consumers! The majority of online audience & growing! Communication Content Commerce Sense of Community Convenience [i.e., 24/7] Stats: 84% of social media sites are frequented more by women than men* Source : * CRM Buyer

9. Buying Doesn’t Happen In a Void Part of a bigger picture Where relationships matter Share context & affinity Build trust Expect continuity of good treatment Purchase decisions are big deals Context matters Search for solutions High expectations Image http://contentmarketingtoday.com/2010/08/12/content-marketing-converts-even-the-toughest-business-buyers/

10. Establishing Trust: People want to buy from people they trust Need to establish trust & show you care Be the brand Be online Be human They want solutions They don ’ t want a hard sell Suspicious of marketing claims Build a relationship before they buy!

11. Digital Visibility is Critical! The paradox of existence If you have a physical presence, but can’t be found online, do you exist ? If you can be found, will you interact , offer value, be transparent and authentic with potential customers?

12. Being Found Means… Rich Opportunities! Develop an online reputation before you need it Create a community of fans Word-of-mouth [~Fiskateers] Drive pre-qualified traffic to your site Appear in search results

13. (Are You Keeping an Eye on Mobile?)

14. What about You? Can you be found? 15

15. Where is Your Business? Do you have a website? How often do you update it? Does your website tell your story? Do you offer valuable and unique content? How do you communicate with customers? Do you gather emails? Send out eNewsletters? Text?, Phone?

16. Search Is Becoming Increasingly Social Can you be found from a search window? What about social media & social networking? Can your website content be shared? Do you have a Facebook Page? What about a Blog? Are you personally engaged with these tools?

17. Show of Hands: Which Digital Tools Do You Use? Website Google Places eNewsletter Facebook LinkedIn Blog Twitter Foursquare

18. Which Digital Tools Do You Use? Results based on survey conducted in Jan 2011

19. Have You Googled Yourself? If you can’t be found online, you don’t exist… What’s your ‘ Google Juice ’? Good? Bad? Nothing?

20. Examine the First 3 Pages How many results relate to you?

21. “ CB Whittemore ”’s Google Juice Relevant results Page 1 = 10 Relevant results Page 2 = 10 Relevant results Page 3 = 10 ------------- 30 Divide by total possible results [30] Multiply by 100 => 100% “ Christine B Whittemore” = 96.67% “ Christine Whittemore” = 86.67%

22. Digital Visibility Function of: Quality & relevance of your content Frequent updates [i.e., dynamic, fresh content] Links to your content – because it’s valuable Completed social profiles LinkedIn, Facebook Fan Page, Twitter, Google Profile and Places Be consistent! Manage your social reputation

23. Develop a Digital Presence Website Blog Digital Outposts Google profile, Places Social networks Facebook, LinkedIn, Twitter, FourSquare

24. Improve Your Digital Visibility Create consistent social profiles LinkedIn, Facebook, Twitter Link back to your website Don ’ t forget Google Places Professional listings, directories Develop a content strategy Speak in terms relevant to customers

25. Focus on Adding Value Banish the hard sell Build relationships Establish credibility & trustworthiness Be there long term What’s important to your customers? Are you listening?

26. Show of Hands: How Are You Listening? In-store surveys Salespeople feedback Customer service feedback Google alerts Yelp Foursquare Comments & reviews In-store events Do you capture emails? Other social feedback tool?

27. How Are You Listening?

28. Start Listening to Customers! In-store, via salespeople, installers, customer service Everyone who interacts with customers! Surveys: be proactive! Online Google alerts Twitter search Pay attention Mine your web analytics search terms

29. Integrate It All Be consistent across all of your ‘touchpoints’ Online Offline

30. Digital Visibility Basics 31

31. No Website?

32. My QR Code Google Places

33. Website: Digital Brick & Mortar Should consistently tell your brand story You, your people In terms relevant to customers Reflect what you hear What matters to customers Keep it fresh/update it! Pay attention to your website basics Each page: unique content Description, keywords

34. Digital Outposts Where do your customers hang out? LinkedIn Facebook Blogs Twitter Search Window What matters to them? HINT: it ’ s not always sales related

35. What is Social Media? Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 John Jantsch/Duct Tape Marketing

36. Digital Social Tools and Platforms Easy to use Mostly free Enable sharing Means to an end Facilitate conversation, build trust with people Using… Simple Marketing Now LLC – http://SimpleMarketingNow.com March 2011

37. Social Tools For Conversation

38. Social is about Being Human !

39. Listen First Simple Marketing Now LLC – http://SimpleMarketingNow.com March 2011

40. Social Media Matters:

42. LinkedIn: Professional Social 70+ million users New member every second ~ 12 million daily unique visitors Includes executives from all Fortune 500 companies 80% companies use it for recruiting Thought-leadership Groups, Answers, updates Create individual and company profiles

43. LinkedIn: Professional Groups Answers Updates Your profile Company page Connect in time, Geographically, Exponentially …

44. Facebook: Casual Social Over 500 million users! ~ world’s 3rd largest country 100+ million active users access through mobile devices Average user spends ~55 minutes/day Connects to 80 community pages, groups, events Creates 90 pieces of content each month 2/3 of comScore’s U.S. Top 100 websites are integrated with Facebook Consider a Fan Page for your business Build relationships with existing customers and friends Google Searchable

45. Facebook: Casual/Social Regular updates Interaction Minimal selling: Focus on relationship building Facebook Fan boxes, Like buttons…

46. Twitter: Affinity Social 140 character micro-blogging platform ~ 110 million users Search engine searchable 600+ million searches happen every day 80% of Twitter users use mobile devices 54% of bloggers post content or tweet on a daily basis Over 50 million tweets in 2010

47. Twitter: Professional, Affinity-Based About building relationships, discovery, sharing links related to my areas of Interest: #RetailEXP #PracticalMktr

48. Blog: Printing Press/Cafe Over 181 million blogs 34% of bloggers post opinions about products and brands 72% of bloggers share expertise 1 in 5 bloggers updates his/her blog daily Corporate blogging accounts for 14% of blogs 60% of bloggers are 18-44 years 50%+ of bloggers are married and/or parents 50%+ of bloggers have more than one blog

49. Blogs: Thought Leadership Regular Updates [2x/wk]: content related to my expertise

50. Blog Content is Timeless Where you tell your story in terms relevant to customers Create greater meaning and value Be human Reach out to others in your space Influence, thought leadership Conversation Available 24/7 Drive readers deeper into your website’s content

51. Foursquare: Geolocation! Based on smartphone GPS i.e., mobile “ Check in ” to favorite places Tips Hints Mayors Discounts Set up your business; reward loyalty

52. Create Your Own QR Code http:// qrcode.kaywa.com / Include a message Link to your website Add it to your store window or to other commmunications

53. Beware of Flash Focus on Content Consistent Keywords Post frequently, consistently, relevantly on a blog Create unique content Listen. Listen more. Banish the Hard Sell! What do your physical & digital retail experiences communicate? Are they fresh? Promote your digital presence offline & your physical presence online. Invite visitors to opt-in for memorable email communications. Source: CBW MarketingProfs

54. How To Do This When You’re BUSY? 55

55. First Questions… What is your business about? How are you different? Service? Quality? Knowledge? Price? What do your customers value? How much do you know about them? Do you listen to them?

56. What Is Your Business Known For? Customer Service Ninja Product Innovation Champion Fashion Maven Distribution Dynamo Social Matchmaker

57. Are You Looking To Build Relationships with Customers? What’s important to them How can you help them How does your business offer them solutions Who are your customers? What are your different buyer personas? Local residents Rental companies What tools do you use now? How do you use them?

58. Social Outposts Are Easy to Set Up, But… Most tools require: Ongoing fresh content Interaction and monitoring Need to be integrated into other marketing and business activities Success requires Planning ahead Time management Aligning reasons for social with business goals

59. Determine What’s your purpose in engaging in digital tools & social media? How does this relate to your business? What are your business keywords/themes? What stories will you share beyond promotions and sales? What’s important to your different customers?

60. Create a Content Strategy That looks at your business from your CUSTOMER ’s perspective Content audit Customer feedback Address gaps Which tools are most meaningful? What do they look for? Remember these tools allow you to humanize your brand

61. Content Ideas What’s relevant to New customers Potential customers Existing customers Design? Entertaining Tips? Safety? Care? Ask your customer service, sales reps, installers: Involve your organization!

62. Each Social Tool Differs Facebook : Lighthearted updates, share customer before/after, photos of community events LinkedIn : Group discussions, news items, status updates, Answers Twitter : Items relevant to your follower base, Twitter Chats, #Coverings Foursquare : Mobile, reward loyalty, best for brick & mortar locations Blog : Your publishing platform; allows you to create thoughtful content to share on other networks

63. Think “ Repurpose Content ” Blog How your expertise solves problems Photos? Invite experts from Twitter to share advice Builds credibility Tell story behind products you sell on website What you learned during Twitter chat Facebook Success story pictures, before/after Community events, FUN

64. Make Multiple Use of Content Twitter Share links to design experts articles Link to blog posts Participate in Twitter chats LinkedIn Share content in a group discussion based on how you solve customer problems Link to blog posts, articles From Customers’ Perspective!

65. Create a Simple Strategy Document Source: Ron Ploof, Strategy Made Simple In-store eNewsletter LinkedIn Twitter Facebook Fan Page Blog Web site Content Audience Objective Channel

66. Then a Content Calendar Integrate offline with online Community events, in-store interactions… 1x wk Link to business article LI Answers Blog app 3x wk Before & after pix In-store events pix Happenings in community Refer to blogpost Daily series of 3 tweets Design article links Answers to common Q Community happening Link to blogpost 2x wk Answer customer questions How to care for your product How others in the design community use your product Monthly Designer wine & cheese Monthly + recap past events + promote coming events + summary Blogposts quarterly Design Color New products Care FAQs Your community Topics LI FB Twitter Blog In-Store N/L Sale

67. Watchout! Don’t post the exact same content everywhere Different angles Relevant for different audiences Don’t SPAM!

68. Time Management: Critical! Who will monitor & manage your digital presence? Don’t delegate to a high school kid These are YOUR customers These are legitimate platforms for customer communication You need social media policies that coincide with your overall business policies Complaints? Comment policy? Use Outlook reminders

69. Planning Ahead: Critical! Develop a content strategy that aligns with your business strategy Content affects online and offline Content strategy will guide content calendar Content-based approach requires long-term, customer-focused commitment

70. Prioritize! Pick your social networks based on how they relate to business goals & customers Be fluent in how they work: experiment Things can change rapidly Pay attention to Mobile! Your customers may not be involved now, but they could be tomorrow Facebook phenomenon! Set time limits

71. It Takes Time … Especially at beginning To be successful, PLAN! Develop content strategy and content calendar Be deliberate about what you say online/offline Use tools available: repurpose Start small ~ 15 min/day Use Outlook reminders

72. Rules for Social Networking Offer value No hard sell Be active consistently Mind your manners Be genuine Don’t spam Remember that your reputation is at stake Think long term

73. Measuring Success Lots of data available. Pick something meaningful & relevant to your business. Quality vs. quantity Relevant Twitter followers Monitor visits to web/blog Visitors from social sites tend to be better qualified and spend more time on your sit Monitor referral sources Interactions, comments Repeat what works, change what doesn’t!

74. Examples of Digital Visibility Building 75

75. Avente Tile

77. Don’s Carpet One

79. Floorcrafters

80. Food For Thought Bigger isn’t always better Focus on QUALITY Take time to know who your fans, followers, subscribers are Interact Ask questions Say thank you Add value so you can build meaningful relationships

81. Summary Determine if you are digitally visible If not, become visible! Online profiles Websites Social networks Use your online presence to build relationships with customers Offer value Be involved in your solution Gain experience, move to next option

82. Will You Assess This Seminar? Was this valuable? What did you like most? Would you recommend it to a friend? What would you say? What is most important idea you learned? What will you put into action immediately? What do you want to know more about? Your email address for more information.

83. Thank You!

84. To Learn More… Christine B. Whittemore Chief Simplifier Simple Marketing Now LLC [email_address] Tel: 973-283-2424 Flooring The Consumer weblog http://flooringtheconsumer.blogspot.com Simple Marketing Blog http:// SimpleMarketingBlog.com