In this presentation at DeVry University on March 11, 2014, Michael Fleischner presents, "Small Business Marketing - An Organic Approach." Discover powerful strategies for helping small businesses market their brand, products, and services.

1. Small Business Marketing
…an organic approach
DeVry University
2014

2. Our Goal…
Discover how small 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 about me…
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 about you…
• 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 at the market

6. How Consumers Shop
Online

7. How Consumers Shop
Social

8. How Consumers Shop
Reviews

9. How Consumers Shop
Email

10. Things Have Changed…

11. Most Small Businesses Haven’t Changed

12. HOPE Marketing
• Most small 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 Business Owners 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
• Start with 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

16. One Word
ENGAGEMENT

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
• Start with 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
• Think strategically
• 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
o The $ 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
o Bring 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…

22. Big Investment/Big Result

23. How Can We Help?
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. Build Relationships
• 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
• Small businesses 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, Upward SEO | 2014
Thank You!
Want to get in touch?
mfleischner@upwardseo.com
slideshare.net/mfleischner