Avoid Being Left Behind - Marketing Tips for Small Businesses

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March 8, 2011 presentation to San Antonio North Chamber of Commerce (small businesses).

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  • Avoid Being Left Behind - Marketing Tips for Small Businesses

    1. 1. Avoid Being Left Behind Trends, Tools & Thought Leaders for Small Business Marketing
    2. 2. Evolution of Marketing B.C. – 1950 1:1 1950 - 2000 1: many 2000 - present Many: many
    3. 3. Sources of Consumer Trust Consumers trust friends, family, & personal experience more than ads or strangers Trust is required to acquire buyers Trust is built through engagement Source: Forrester Research, All Rights Reserved.
    4. 4. 5 Trends You May Have Missed  You don’t find buyers, they find you  Buying cycles have replaced Selling cycles  Customer dialogue has replaced monolog  Content is the new currency for building trust  The purchase funnel is no longer a funnel1 http://www.mckinseyquarterly.com/spContent/charts/code09/CDJ-Base.swf 1
    5. 5. A Resulting Paradigm Shift  Old Communications Model: one-way messages, brand dictates topics, infrequent distribution, no feedback, brand finds the audience (push)  New Communications Model: two-way dialogue, buyers dictate the topics, frequent distribution, continual feedback, audience finds the brand (pull)
    6. 6. Implications for Marketers  Marketers are now facilitators of conversations  Marketers must “put a face on their brand” and learn to be personable/engaging  Marketers need to build their own platform to deliver relevant content to attract/build loyal followers instead of paying someone else to interrupt their audience with ads (thus, marketers must now think like a publisher)  Digital media is about “who” -- not “how many”
    7. 7. Thought Leaders Worth Following  Marketing trends – Seth Godin  http://sethgodin.typepad.com/  Search Engine Optimization (SEO) – Tim Ash  http://sitetuners.wordpress.com/  PR – David Meerman Scott, Brian Solis  http://www.webinknow.com/  http://www.briansolis.com/  Online Marketing – Lee Odden  www.toprankblog.com
    8. 8. Must Read Books
    9. 9. Resources: Low Cost/Big Result • Graphic design marketplace – – • Web/ecommerce developer marketplace – • www.google.com/alerts www.hootsuite.com Survey/research tools – – • www.marketingprofs.com Internet/social media monitoring tools – – • www.elance.com “Best practice” marketing articles, webinars, blogs, conferences, etc. – • www.99designs.com www.crowdspring.com www.surveymonkey.com (executing surveys) http://www.hardwickresearch.com/sample_size.html (calculating sample size) Customer Lifetime Value calculator – http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html
    10. 10. Contact  Steve Patti (210) 201-3246  Email: spatti@social-exposure.com  LinkedIn: www.linkedin.com/in/stevepatti  Twitter: @socialexposure6

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