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Small Business Marketing - An Organic Approach (Fleischner: March 2014)
The document discusses effective, budget-friendly marketing strategies for small businesses, emphasizing the importance of engaging existing customers and generating new ones. It highlights common marketing pitfalls among small business owners and suggests practical approaches like email campaigns, social media engagement, and leveraging local search directories. The focus is on personal relationships, understanding customer needs, and measuring marketing success to drive growth.
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Small Business Marketing - An Organic Approach (Fleischner: March 2014)
- 1. Small Business Marketing …anorganic approach DeVry University 2014
- 2. Our Goal… Discover howsmall businesses can prosper using effective marketing techniques that won't break the bank. Using a limited budget, how small business can tap into streams of qualified prospects ready to purchase what they have to offer…
- 3. A little aboutme… Michael Fleischner • 15 year corporate career in marketing • Author and entrepreneur • MarketingScoop, Marketing Blog, Scoop Marketing Forum • Founder, Upward SEO o Provide Search Engine Optimization and Reputation management solutions to businesses of all sizes o SEO, local optimization, reputation marketing, branding, lead gen, etc.
- 4. A little aboutyou… • Small Business is the New Normal o Low Barrier to Entry -Domain name/template -Incorporation certificate (and EIN) -Branding (Vistaprint) o Number of Businesses* -Small employers (<500 employees): 5,717,302 -Large employers (500+ employees) : 17,236 -Nonemployers 22,110,628 vs. 16.5M in 2000 o Different Needs/Different work environment -Funding -Operations -Marketing *According to SBA.gov
- 5. A look atthe market
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- 11. Most Small BusinessesHaven’t Changed
- 12. HOPE Marketing • Mostsmall businesses still use paper and pencil or primitive systems • They collect very little information on their customers • They wait for customers to come to them • Focus on transactions, not relationships • Limited communication with past customers • Know little if anything about marketing (new or existing)
- 13. Excuses What Small BusinessOwners Say • “We’ve been slow… bad economy” • “A new hair salon opened up down the street and is taking all our business” – the multiplier effect • “People just don’t have money to spend” Reality • Don’t know how to market • Don’t take steps to know existing customers • Don’t capture information regularly
- 14. Small Business Example •Start with EXISTING customers: collect name, phone, and email • Ask, what can we help with today? (wash, perm, hair color, etc.) • In 2 weeks, repeat visit reminder…click here and set up an appointment • In 3 weeks, past due email reminder • Promotional emails: Next Saturday is your birthday, going out on the town? Come in and free shampoo before you go… • Automated marketing platform for small business around services, holidays, special events
- 15. Another example • Startwith customers: collect name, phone, and email • Ask, have you been here before? USP • In 2 weeks, repeat visit reminder…click here to see our specials • In 3 weeks, we miss you… • Promotional emails: Get a jump on St. Patrick’s day… • Automated marketing platform for small business around services, holidays, special events “Effective marketing is a personal thing.” -M. Fleischner
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- 17. Generate New Business •Focus on generating NEW customers • Ask for referrals/provide incentives • Local search directories o Google Places, Yahoo, Bing o Foursquare • Social media (Like us on Facebook) • Email lists • Mail Paks • Postcards w/promotion • Groupon • Local events/PR • Signage
- 18. Local Search • Startwith Google o Dominant driver of traffic o More search w/local intent • Local search directories o Google Places, Yahoo, Bing o Foursquare o Superpages • Social media o Facebook o Twitter o Google+
- 19. Social Media • Thinkstrategically • Focus on primary networks based on your audience o Facebook o Twitter o Pinterest • Use for viral impact o Share coupons o Announcements
- 20. Direct Marketing • Email oThe $ is in the list o Customize/Preferences o Promotions o Ask for behavior (share/like) • Direct Mail o Targeted promotion (Valpak) o Postcards/Flyers • Couponing o Groupon o Leverage new customers • If you can’t track it… don’t do it!
- 21. Events/PR • Consider Events oBring in existing customers o Bring in new customers o Increase exposure (FB) • Public Relations o Leverage local media o Invite everyone • Be Proactive o Constant outreach o Offer column/regular contributions Leverage social…
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- 23. How Can WeHelp? 1. Educate • Focus on benefits of marketing • Focus on results, not on work • Explain inbound vs. outbound 2. Automate • Discuss ways to automate marketing initiatives • Focus on process not people 3. Measure • Capture and provide metrics • Replicate successes/learn from failures
- 24. Key Factors 1. BuildRelationships • Small businesses engage based on relationships 2. Understand Needs • Take a genuine interest in their business, marketing challenges and opportunities 3. Deliver Results • Develop specific goals • Focus on helping SB engage existing • Focus on new customer acquisition • Track progress • Communicate 4. Evolve Your Marketing
- 25. Parting Thoughts • Smallbusinesses often need the most help (even if they can’t afford it) • Small business is the new norm • A blend of traditional and digital marketing is what’s working now • We didn’t discuss price because its about perceived value • Existing customers & new drive growth • Measure results to prove value… big bang for your buck!
- 26. Michael Fleischner, UpwardSEO | 2014 Thank You! Want to get in touch? mfleischner@upwardseo.com slideshare.net/mfleischner