Digital marketing is not a ‘nice to have’ in today’s digital-first landscape – it’s a must have. In this presentation, we’ll be looking at essential marketing functions, from advertising and social media management to search engine optimization and content creation. We want to help you build an effective digital marketing strategy no matter how small or large your budget and how limited or extensive your experience.

1. Digital Marketing
for SMBs
Elise McFarlane, Global Marketing Manager
marketing@printfleet.com
October 16, 2018

2. PRINTFLEET
Company Background
Get to KnowPrintFleet
Watch our corporate video
Visit our blog, PrintFleet Talks
• #1 global brand in device monitoring category –
collecting data on 4M+ devices and over 4.5 billion
pages monthly
• Collaborative R&D relationships with all
manufacturers
• Extensive industry experience working with the
largest OEMs, Distributors and Dealers
• Trusted by more than 4,500 Dealers
• Acquired by ECi Software Solutions in January 2018
DIGITAL MARKETING FOR SMBS

3. PRINTFLEET
The Heart of Your Brand
Resources
Strategic Planning: Your
Mission, Vision & Values
DIGITAL MARKETING FOR SMBS
Focus Direction Goals

4. PRINTFLEET
• Inbound: a method of attracting, engaging, and delighting people to grow a
business that provides value and builds trust.
• Content Marketing: a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a
clearly defined audience.
• Omnichannel: a multichannel approach to sales that seeks to provide customers
with a seamless, integrated customer experience.
Terminology
DIGITAL MARKETING FOR SMBS
Sources: HubSpot, Content Marketing Institute, SearchCIO

5. PRINTFLEET
Smart Content
DIGITAL MARKETING FOR SMBS
Targeted
Relevant to a buyer
based on their needs
Optimized
Optimized for each platform
to increase visibility and
discoverability
Integrated
Activated across multiple
channels; part of a larger
campaign
Measurable
Measurable goals are set and
performance is regularly tracked; data
is used to adjust strategy if necessary

6. PRINTFLEET
Tactics and Channels
DIGITAL MARKETING FOR SMBS
Website
Social
media
Email
Print and
digital
advertising
PPC
Blog
Events
Video
Landing pages,
forms and
CTAs
Search engine
optimization
(SEO)

7. PRINTFLEET
The Buyer’s Journey
DIGITAL MARKETING FOR SMBS
Awareness
The buyer is experiencing
and expressing symptoms
of a problem or
opportunity, and is doing
educational research to
understand and give a
name to their problem.
Consideration
The buyer has clearly
defined and given a name
to their problem or
opportunity, and is
researching all of the
available approaches to
solving the problem.
Decision
The buyer has decided on
a solution or approach
and is evaluating
available vendors and
products to make a final
purchase decision.
Content pieces: blog posts, whitepapers,
eBooks, guides, checklists, videos, toolkits
Content pieces: webinars, case studies,
product brochures, product spec sheets,
guided tours, previews
Content pieces: demos, free
consultations, free trials, proposals,
estimates, quotes

8. PRINTFLEET
Buyer Personas
DIGITAL MARKETING FOR SMBS
Resources
Creating Your Buyer Personas
A buyer persona is a semi-fictional
representation of your ideal customer
based on actual research and some
educated assumptions.
Source: HubSpot

9. PRINTFLEET
Content-Driven Marketing
DIGITAL MARKETING FOR SMBS
Resources
7 Must-Have Content Pieces
for SMBs
Attract
How will you bring people to
your website?
Blogging and SEO
Social media
Social advertising
PPC
Goal: Turn strangers into
visitors, build brand
awareness
Convert
How will you get them to
engage with your website?
Content offerings
Calls-to-action
Landing pages
Forms
Goal: Turn visitors into leads,
collect lead intelligence
Close
How will you communicate
the value of your offering?
Email marketing
Workflows
Contact segmentation
Lead scoring
Goal: Turn leads into
customers, close sales
Delight
How will you continue to
provide value?
Blogging
Social media
Email marketing
Workflows
Goal: Turn customers into
promoters, foster brand
evangelism

10. PRINTFLEET
Distributing Your Content
DIGITAL MARKETING FOR SMBS
Resources
Social Media 101
Idea
Social media posts
Blog series
Print and digital ads
Handouts (not gated)
eBooks and whitepapers (gated)Webinar
PPC

11. PRINTFLEET
Campaign Framework
DIGITAL MARKETING FOR SMBS
Persona
Which of your buyer
personas are you
trying to reach?
Tactics
Which channels will you use to
reach your target audience?
Goals
Which marketing goals will your
campaign help you achieve?
Theme
What is the overall
message of your
campaign?

12. PRINTFLEET
Website and Blog Best Practices
DIGITAL MARKETING FOR SMBS
• Always optimize for search
• Use keywords effectively
• Publish new content frequently, but don’t sacrifice quality for quantity
• Long-form blog posts
• Clear conversion paths

13. PRINTFLEET
SEO Best Practices
DIGITAL MARKETING FOR SMBS
Resources
SEO for Beginners
• Do keyword research
• Avoid keyword stuffing
• Use keywords in
headings (h1, h2 and h3
tags)
• Provide image alt text for
accessibility
On-page
• Use social media to drive
referral traffic to your
website or blog
• Guest blogging
• Link to sites with high
SEO authority
• Match anchor text to
links
Off-page
• Ensure your website is
responsive
• Use HTTPS
• Optimize page speed
(CDN, cookies, cache)
• Compress large images
that may slow down
page load times
Technical

14. PRINTFLEET
Email Best Practices
DIGITAL MARKETING FOR SMBS
• Engaging subject line (no clickbait)
• Send from a real person
• One call-to-action per email
• Use lead intelligence to personalize emails
• Segment your contact database to increase opens and clicks
Resources
Is email marketing dead?

15. PRINTFLEET
Martech and Marketing Automation
DIGITAL MARKETING FOR SMBS
• Several types of martech tools that automate different processes:
• Advertising (display, social and search)
• Video marketing
• Email marketing
• Content marketing (including interactive content)
• Optimization, personalization and testing
• SEO
• Social media marketing (including publication, monitoring and more)
• Sales automation (including e-commerce, affiliate marketing and more)
• Analytics and data visualization
• Product management, budgeting and collaboration
• CRM
Resources
Martech 5000 Supergraphic

16. PRINTFLEET
Martech and Marketing Automation
DIGITAL MARKETING FOR SMBS
• Focus on a tool(s) that meets your needs
• Not all trends all of the time; some trends some of the time
• Make sure your tools can scale with your business
• Test, measure, adjust, repeat

17. PRINTFLEET DIGITAL MARKETING FOR SMBS
You don’t have to be a marketer
to be a good marketer
PRINTFLEET

18. PRINTFLEET
• Digital Marketing Field Guide
Everything you need to develop an effective digital marketing strategy. Download the
toolkit here.
• Digital Marketing Blog Series
• Is email marketing dead?
• Using Lead Forms for Targeted Content
• SEO for Beginners
• Social Media 101
• Creating Your Buyer Personas
• Strategic Planning: Your Mission, Vision & Values
Resources
DIGITAL MARKETING FOR SMBS

19. PRINTFLEET
Contact
Visit www.printfleet.com or call us at 1.866.382.8320
Let’s have a conversation!
Contact us today to learn more
about PrintFleet.
Get Connected
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date with PrintFleet.
DIGITAL MARKETING FOR SMBS

20. Thank You