Digital Marketing can be hard for Small Business owners. What platforms do you use? What is a funnel and a campaign all about? How can I use these tools to help grow my business. I answer these questions and more in this workshop.

1. Crafting a Digital Marketing Strategy
That Sells (gets results)
By: Mike Baker (Real Time Web Marketing)

2. Welcome to the Workshop
• This workshop is for you!
• Try not to get overwhelmed
• Not overly technical or detailed
• Have fun, ask questions & get
involved!

3. Getting to know you 

4. My Introduction:
Owner of Real Time Web Marketing
MCSE, CNE & was a Microsoft Cert Trainer
Last corp. job – Dir of Net & Telecom
Mike Baker
Degrees in NEM & Web Des/Dev
Been a freelancer & biz owner last 5 yrs
Taught network engineering & web design

5. My Introduction:
I love working with small biz owners
I do still get my geek on
I’m very hands on in with people & tech:
Connecting people with technology
I actually build & code websites
Business relationships
I hold several industry certifications

6. Let’s hear about you now …
How many own a website right now?
Have engaged in digital marketing?
Have a small business right now?
How many work in the marketing biz?
Used social media or email to promote biz?
Are just starting one up?

7. Why you attended this workshop?
What is your biggest marketing challenge?
What do you hope to get out this WS?
Your Name, business you have
Let’s hear about you now …
What your biz does, what you do

8. Tee it up -
What we will cover today -
1. Digital (online) Marketing only

9. Offline vs. Online Marketing
• Magazine ads, flyers, business cards
• ‘Offline’ (traditional) marketing
• Broadcast TV ads, Radio, Etc.
• ‘Online’ marketing includes
• Videos, SEM, PPC, Email Marketing
• Websites, Social Media, Blogs

10. • Digital (online) Marketing only
• The basics of digital marketing
• Examples, how it all works together
• Go over some individual tools
• Take questions
Tee it up -
What we will cover today -

11. What we won’t cover today -
1. SEO
2. SEM

12. Not a bunch of statistics!

13. Not a bunch of statistics!
Only ONE statistic that matters to you
YOURS!

14. Two philosophies in digital marketing
Gain traffic, clicks & sales by tricking
people (click bait, fake news, etc.)
Gain traffic, clicks & sales by building
trust, creating great offers, & using
well-designed campaigns.

15. The Basics (Foundation)

16. Defining Internet (online) Marketing
“ The process of promoting a
brand, products or services over the
Internet.” (searchenginejournal.com)
• We will use the terms Internet, Digital,
Online & Web marketing interchangeably

17. Digital Marketing is really a bunch of tools
working together to accomplish a goal
Blogging
Content
Marketing
Email
Marketing
(automation)
Online Ads
SEM/PPC
Sales
Funnels
Social
Media
Marketing
Websites
Sales / Lead
Pages
Video
Marketing
List
Building /
Lead Magnets
DIGITAL
MARKETING

18. Digital Marketing is not …
Magic
Automatic
Self-Perpetuating
Guaranteed

19. “Strategy” = A plan, method to obtain
a specific goal or result.
About the title of this workshop
“Crafting” is unique & purposeful.
Takes some skill or talent.

20. Digital Marketing vs. Digital Lottery
Who here has done this?
Why “Craft” a plan at all?

21. If you don’t have these …

22. You might end up with this …

23. “Crafting” your strategy
• It is planned, not improvised
• It is focused, not random
• It has a message, not just a pitch
• It is has a goal & can be measured

24. What do you really want?
• Why do you spend marketing $$
• You want an ROI – results!

25. GIGO
Digital marketing is a conduit, it’s
what you put into it that counts!

26. THE 1,000 Foot Overview

27. What is this called?
• When you have a goal
• E.g. something you want 2 sell
• Use marketing 2 meet that goal
• May include multiple elements
• You have a launch & end date

28. The heart of digital
marketing

29. Who uses campaigns?
 Politicians
 Corporations
 Non-Profits
 Small Businesses
 And you should too!

30. Why use a campaigns?
• Build, track, measure, adjust
• Is it working?
• Are you getting a positive ROI?
• What can you do better?

31. What are the parts of a campaign?
Channels
(delivery
method;
SMM, etc)
Content
(text, video,
Infograph,
Etc.)
Platforms
(where to
build it)
A Budget!
A way
to
Measure
Results!
Call-to-
Action
A Goal!
A Offer
(Timed)
A value
Proposition
(benefits)
A Target
(Your list,
Market)
DIGITAL
MARKETING
CAMPAIGN

32. Funnels, Ladders, &
Conversions - Oh My!

33. What is a Sales Funnel?
“A SALES FUNNEL is the upside-down pyramid
that represents the journey potential customers
go through to become customers. Funnels are
widest at the top and narrow down as a
potential customer gets closer to the sale”
(infusionsoft.com)

34. What is a Sales Funnel?
• A sales process, buying process
• Divided into steps (TOFU, MOFU, BOFU)
• Will include many elements
• “Lead” customer thru a process
• Build interest, trust, & desire

35. ? Sales Funnels ?
• Why are they wider at the top and
narrow at the bottom?
• Why not just ask to buy right off?
• What is an upsell?
• When NOT to use a funnel?

36. Why Use a Sales Funnel?
Because you don’t propose on the first
date unless you want to get rejected!

37. The Awareness Ladder
Awareness Phase
Interest Phase
Evaluation Phase
Purchase Phase
• Revaluation / Repurchase Phase

38. The Awareness Ladder
• Do they know they need it?
• Do they know you offer it?
• Do they know you are the best
person to buy it from?

39. Clear as mud?
• Are funnels & campaigns the
same thing?
• If not, how are they different?
• Can one exist without the other?
• Think an oil funnel & oil

40. Picture this to remember!
It’s what you put in it that counts!

41. Part 2 – How it works
(the practical part)

42. Finding Success online -
It begins with what you know!
• Know your MARKET
• Know your GOALS
• Know your TOOLS

43. Hitting your Target!
Is this like your past marketing efforts?

44. An Avatar & the Customer Journey
• The importance of a customer avatar
to successful digital marketing.
Customer Avatar ”A fictional character that
represents your ideal prospect. When complete, it
will help you understand the motivating beliefs,
fears and secret desires that influence
your customer's buying decisions.” (hubspot)

45. In your worksheet package
Avatar from Digital Marketer, Ryan Diess (http://www.digitalmarketer.com/)

46. Your turn to work!
• Name a challenge or pain point
• Name a value or goal
• What objection(s) might they have?
(Using your Avatar worksheet)

47. The Customer Journey
Some “Crafting”
• Take your customer from a “before”
state to an “after” state
Graphic from Digital Marketer, Ryan Diess (http://www.digitalmarketer.com/)

48. The Customer Journey - Keys
• Try to deliver an “outcome” not a
product or service.
• Speak to the “before” state – the pain.
• Keep your messaging “customer-centric”
• Walk them from where they are, to
where they want to be (funnel?)

49. Real Life Example
This book didn’t sell … didn’t speak to the outcome!
“Find out all about your self, your love, your friends, and family!”

50. Real Life Example
This book sold millions! Same book! Why?

51. Real Life Example
A more practical example … why does this work?
Graphic from Digital Marketer, Ryan Diess (http://www.digitalmarketer.com/)

52. Your turn to work!
• What is a “before” state for your
avatar?
• What is the “after” state?
• What outcome can you deliver?

53. Your Market Characteristics (targeting)
• Geographics
• Demographics
• Psychographics
• Where do they live & work?
• Age, income level, gender, etc.
• A person’s values, interests,
attitudes, and lifestyle..

54. Your turn to work!
• Example of Geographics, why it
matters?
• Example of Demographics, why
it matters?
• Example of Psychographics, why it
matters?

55. Know your GOALS
• What is a conversion for you?
• A click, opt-in, like, purchase?
• Other examples?
• What is your objective?
• Increase sales, brand awareness?
• Other examples?

56. Your turn to work!
• Name 1 or 2 conversions for your
next campaign.
• Why did you choose those?
• Name your top 2 objectives.

57. Know your TOOLS
• Tools you need to reach goals / market
• Social Media Channels?
• A website. A Blog?
• Your LIST & Audience
• A sales page / micro-site?
• Email Marketing / Automation?

58. Building an Audience & a List
• Benefits of a list include:
• Built-in audience
• Keeps you in front of your customers
• These buyers are already sold on you!
• Acquisition always more expensive
than retention!

59. How to build a list!
• Opt-in forms / pop-up’s
• Sign-up for coupons / discounts
• Use lead magnets to attract:
• Exit-intent pop-ups (wait, if you …)
• eBook, white papers, give-a-ways
• Free trial period, other ideas?

60. Hold on, where do you keep your list?
• Not, a spread sheet or paper!
• Use a free email service
• Use a CRM / Automation tool
• MailChimp, Benchmark, VeritcalResponse
• InfusionSoft, Active Campaign, etc.

61. Your turn to work!
• Do you have a list yet?
• Have you built an online audience?
• If not, what is your objection or reason?
• If you have, how do you plan to use it?

62. Your Website
“There’s no place like home …”

63. What a quality website will do:
• Builds trust & credibility
• Let’s Google know you are there & what you
do
• Engages visitors & gets them to take action
(buy, read, watch, click, share)
• Effectively “makes the sale” for you while you
sleep!
• Informs & educates your customers; collects
information about your visitors

64. Elements every homepage needs
• Clear messaging – who you are & what you do
• Clear, visible navigation – don’t make them think!
• Relevant content, optimized for your business
name & service area
• Supporting images, video, graphics (relevant)
• A primary call-to-action

65. Reasons websites fail!
1. Lack of Quality Content
2. Lack of Direction (no CTA’s)
3. Lack of Focus (not optimized)
4. Lack of Usability (responsiveness)
5. Lack of Performance (sluggish,
broken)

66. What poor website feels like to a visitor

67. What a poor website looks like on the web

68. Effective Calls-to-Action
Exit Intent Pop-Ups
CTA Buttons / Offers
Countdown Offer Timers

69. Which Button is Better?
Button “A”
Button “B”

70. But, are these even better? Why?
Use CTA Blocks w/ button for max results!

71. “6 Reasons Your Website is Ineffective”
On my website’s marketing blog 6 Reasons Series
For more details, read my series of
articles on holistic web design

72. Your turn to work!
• What do you want visitors to do when
they land on your home page?
• What call-to-action can you use?
• What benefit can you show (value prop)?
• What 1 item will your improve?

73. Using Social Media
“Includes websites & applications
that enable users to create and
share content or to participate in
social networking.” (Google Universal Search Result)

74. Popular Social Media Platforms …
Facebook ( > 1.7 Billion)
YouTube ( ~ 1 Billion)
Twitter (317 Million)
LinkedIn ( > 450 Million)
Instagram (500 Million)
(statista.com as of Nov 2016)

75. Why you should care about social media
 78% of U.S. Pop now has at least 1 social profile
 Worldwide expected to grow to 2.5 billion by 2018
(business2community.com & statista.com)
 Your competitors are most likely already there
 If they are not there, you have an advantage
 It is an agile & dynamic platform that can be tapped
into in a moments notice

76. Why you should care about social media
 Average person spends 90 min a day staring at their
smartphone (mobilestatistcs.com)
 Popular apps on smartphones are:
 Facebook, YouTube, Instagram, Twitter
 Google search & Yelp! (to find businesses, specials)
 Check-ins are popular on FB, 4Square, Yelp!

77. Common uses for social media in biz
 To expand reach / Increase exposure
 Increase traffic / Improve search rank
 Increase brand recognition
 Lead generation / list building
 Improve sales / Increase awareness

78. Mistakes Made with Social Media
# 1 – Being anti-social
# 5 – Purchasing likes / follows
# 4 – Not knowing their market
# 2 – Not being consistent
# 3 – Not budgeting enough

79. 5 Tips for more effective SMM
 Learn how to write for each platform
 Build followings w/ inspirational
quotes, helpful advice, or social cause
 Use tools like Hootsuite to manage
 Keep learning (e.g. socialmediaexaminer.com)
 Use video, images & graphics often

80. Email Marketing

81. Email Marketing
• The important pieces
• The List (use it, nurture it!)
• The email itself (subject, body)
• Right size the platform
• Automation (campaigns, tags)

82. • Factors in choosing:
Email Marketing – the Platform
• The size of your list
• Do you need automation?
• The # of emails you send
• Use it to run a campaign?

83. The Spectrum (platforms)
Free & paid More features,
automation
$200 + month

84. Better emails:
The Email Itself
• Use a compelling subject line
• Use headlines, short paragraphs
• HTML vs Text Only (SPAM filters)
• Not too many images if HTML
• Always include a Call-to-action
• Use tags to segment & tailor emails

85. Ways to build your list:
Email Marketing – the List
• Opt-in form / pop-up on website
• Online contest, drawing
• Tie opt-in to rewards, coupons, etc.
• When purchases are made
• Add opt-ins to Social Media

86. The Subject Line
• Be catchy, but not deceptive
“Open me, please”
• Use an identifiable sender address
“Claim your prize now”
“These tips will save you money”
Derek Halpren, Social Triggers!

87. Your turn to work!
• If you do, how will you build it?
• Is your email marketing tool right-sized?
• What can your next email be about?
• If you don’t have a list, how will you get
one going?

88. Top 8 Mistakes
I See Small Business Owners
Make in Marketing

89. Mistake # 8
They Misread Their Market

90. Mistake # 7
They are Haphazard (Guessing)

91. Mistake # 6
They Overhype / Overstate Marketing

92. Mistake # 5
They Don’t Craft Compelling Offers
???

93. Mistake # 4
Talk About Them & Not the Customer!

94. Mistake # 3
They Don’t Have Clear Goals

95. Mistake # 2
The Don’t Measure & Adapt

96. Mistake # 1
The Don’t Do Any Marketing

97. Your turn to work!
• Name 1 or 2 things that you heard
tonight are you going to put into
action?
My Last Question:
Your Questions

98. Mike Baker
http://twitter.com/realtimewebmktg
http://facebook.com/realtimewebmarketing
https://www.linkedin.com/in/realtimewebmarketing#
These slides
Thank you!
(714) 662-2203
https://realtimewebmarketing.com