In this deck, we reveal the Ultimate Guide to Marketing Tools for your Business, perfect for entrepreneurs looking to scale and automate their operations. We simplify the world of marketing tech stacks and help you navigate the complex process of choosing the right tools for your business. In part 2, learn the essential tools you need to attract potential customers and build your audience. We cover everything from Google My Business, paid advertising, social media, and SEO. Whether you have a physical or online business, these tools will help you get your brand in front of the right people. If you missed part 1, you can access it here for free: https://www.slideshare.net/KyleBalmer/ultimate-guide-to-marketing-tools-for-your-business-part-1-foundations 📧 Don't forget to try our FREE email newsletter, Crushed Content, for more tools, tactics, and trends like these. Subscribe at: https://crushedcontent.com 👍 If you found this helpful, please like, subscribe and share. PS - For parts 3 and 4. Subscribe to our free email newsletter.

1. Ultimate Guide to
Marketing Tools
for your Business
Part 2

2. Part 2.Tools to
Attract

3. But first...

4. If you missed Part 1...

5. In part 1 we covered the
Foundations.
Tools that you need in all businesses as a
foundation to build on

6. Here's a summary:
Company email and domain
(Google)
1.
Website (Wordpress)
2.
Sales funnel (Click Funnels)
3.
Payment processor (Stripe)
4.
Tool connector (Zapier)
5.

7. Don't miss parts 3 (Tools to
engage) and 4 (tools to
optimise)...
Try out our free email newsletter at:
https://crushedcontent.com
Let's get into Part 2

8. Part 2.Tools to Attract
These are tools for getting your business out
in front of people. This is about reach and
building an audience.

9. 1.Google My
Business

10. This is primarily for physical
businesses rather than online

11. Claiming your Google My
Business profile lets you
control your Google Maps
listing

12. This is key for something
called local SEO
(search engine optimisation)

13. Local SEO is how you show up
for your CATEGORY

14. We're not interested in
showing up on Google when
someone searches our
business name

15. They ALREADY know us.They
are not new business

16. Instead we use local SEO to
show up in front of new
customers

17. To claim your Google My
Business listing go to
google.com/business and
follow the registration process

18. Google will send a physical
post card to your address to
verify you own the business

19. Once you have control of the
profile add as much detail as
possible

20. The more information you give
Google the more they will rank
you against competitors

21. Once you've filled out the
basics the biggest levers to
pull are:
1.Reviews
2. Photos
3. Citations

22. 1.Reviews

23. As a general rule the local
business with the most
positive reviews will appear
before competitors

24. But most businesses do not
have a plan to proactively
collect positive reviews

25. Instead they end up with bad
ones as only annoyed
customers tend to review
(unless asked!)

26. Put in place a way to ask for
and gather up Google Review.
Even a basic system will
outstrip competitors

27. 2.Photos

28. Do you take photos for other
social media?
Make sure to add them on Google My
Business as well

29. 3.Citations

30. Citations are basically
mentions of your name,
address and phone number
online

31. Citations are like appearing in
the old fashioned Yellow Pages
and other business directories

32. Google sees citations as a
positive ranking factor and will
show your business more if
you have lots of quality
citations

33. You can use a tool like
Brightlocal to build citations
cost effectively

34. 2.Paid
Advertising

35. Paid advertising remains the
most efficient way to attract
attention for your business

36. The downside?
Well,it's paid! It costs money!

37. Because of this lots of
businesses shy away from
paid ads

38. Even if you have no plans to do
paid ads right now you should
set up the tracking pixels

39. Basically these are pieces of
code that sit on your website
and collect data about visitors

40. If you ever run adverts later
this data will be very useful to
send those people (and people
like them) targeted
advertisements

41. So! Make sure to set up your
Meta and Google AdWords
pixels

42. If you are interested in
advertising there are two main
platforms:

43. Google Adwords
and
Meta

44. Use Meta if your business is
WANT or INTEREST focused

45. Use Google AdWords if your
business is NEED or PROBLEM
focused

46. How to do paid ads?

47. Don't just hire a young person
who "knows social media"

48. Paid marketing placement is a
very specialised skill.
Hire accordingly.

49. Generally you will not need a
full time employee to run ads

50. Unless you are running many
many campaigns a full time
hire is a waste of resources

51. Instead, hire
An Agency
or
A freelancer

52. Agencies get paid as a % of
advertising spend

53. The industry standard is 10%

54. If you spend £1000 per week
on adverts with Meta
The agency will get £100 per
week

55. For this reason most agencies
will only work with businesses
that have a certain budget

56. Setting up and optimising
campaigns for £100/week is
not realistic

57. Therefore agencies tend to
work in the range of a few
thousand spend per week at
least

58. If this is more than you plan on
spending on advertising then a
freelancer is better

59. Freelancers tend to be paid a
flat fee

60. This means they are more
flexible to work at lower
budgets

61. You can find many paid
advertising specialists on
Upwork.com and similar
platforms

62. 3.Social Media
Platforms

63. Social media is THE big
attraction tool and has been for
the last decade or so

64. The most important advice
here is:

65. Choose ONE platform only

66. (At least to start out!)

67. Many businesses think they
need to be on all platforms

68. By doing this they spread their
attention and fail to succeed
on any platform

69. By focusing on ONE you can
find your stride,get tractions
and THEN move to other
platforms

70. So,which platform to use?

71. This depends entirely on :

72. where your customers already
hang out

73. Here's some tips:

74. Customers: we are interested
in people who will BUY

75. Small audience of buyers >>
Large audience of non-buyers

76. Already: We need to find where
they already are.

77. Don't try to BUILD a
community for your customers
right off the bat.Instead go to
where they already are.

78. Hanging out: where do our
customers go to relax?

79. They are on social media to
relax and hang out.Not to be
sold to.

80. This is where we can best
deploy time and energy to gain
attention

81. If we are only interested in
selling then we use paid
advertising.
Social media is different

82. How do we find where our
customers are already hanging
out?

83. 1.Google it

84. Sounds simple and it is.But
start here
Literally search:
"best social media for business niche"

85. Don't overcomplicate it.

86. 2.What are competitors using?

87. Find where your biggest
competitors are active.
This is a massive clue to where you should
focus

88. 3.Find market research reports

89. Look for your business industry reports on
social and digital media.
Very likely someone smart has
done this research already!

90. Next...

91. What sort of format should you
be producing?

92. Nice fast one here:

93. Short Form Video

94. Vertical video,less than 1
minute.
Production quality is not as important as
content quality

95. Why?
You can use short form video content on all
the major social networks

96. And more importantly it is what
the social networks WANT

97. As such their algorithms will
prioritise your content

98. Do what the market wants
rather than assume you know
what's best for them

99. Tools for producing short form
video

100. First up you don't need a fancy
camera and light rig

101. Your phone camera is more
than enough

102. In fact "overproduced" fancy
content will hinder your
success on social media.It's
too corporate

103. Lots here so a quick summary:
1. Choose one social media platform
2. Produce short form video
3. Content quality over production quality

104. 4.Search Engine Optimisation

105. Search Engine Optimisation
(SEO) is a fancy way of saying
"getting to the top of Google"

106. Getting to the top of Google
means free traffic.In large
volumes.Which means
revenue

107. There's a lot written about SEO

108. A lot of it is very smart and
tricksy

109. Big tip : stop trying to take
shortcuts

110. All the "clever" SEO
techniques out there are about
out-smarting Google

111. You can't

112. Google employs thousands of
the world's top computer
engineers

113. Any temporary advantage over
Google is just that:
Temporary

114. Instead focus on what Google
want you to do:
Provide Useful Content

115. Be useful to Google's users
(searchers) and Google will
reward you with higher
rankings and more visibility

116. It's boring and hard work but
that's the "secret"

117. How best to help people?
Answer questions

118. Google loves content that
provides information and
solves problems

119. That is,after all,why people go
to Google.They want to know
or fix something

120. We want to find lots of
questions people ask about
our type of business

121. And ...answer them!

122. A great tool for this is Answer
the Public

123. We can put our business niche
into this tool and it'll give us all
the most common questions
people have

124. You now need to write blog
articles answering these
questions

125. Or hire someone else to write
them for you,if you prefer!

126. Do this,consistently,for 6+
months and Google will start to
notice

127. Once it does you'll start
moving up the rankings and
receiving the "free" traffic

128. You've now got the tools to
ENGAGE.
Here's a summary...

129. Google My Business (Reviews,
Photos, Citations)
1.
Paid advertising (Google +
Meta)
2.
Social media (one channel +
short form video)
3.
Google SEO (Produce useful
content)
4.

130. Part 3.Tools to Engage
These are tools to move an audience towards
becoming customers

131. To access Part 3 and more like this.
Try out Crushed Content. A free email
newsletter.
We scour the web for useful tools,
tactics and trends so you don't
have to. Sales, marketing, tech,
strategy and more—all in a weekly
email—sent to 26,000+ readers.
Try it: https://crushedcontent.com