These are the slides we use for Digital Marketing / Social Media Seminars we provide small business owners to help them understand the options they have in getting their business productive online in their local markets

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Social Media/Digital Marketing
for Small Business
http://bit.ly/SocMediaSeminar
Scott Barnett
scott@bizyhood.com
@scottabarnett

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Agenda
• Goals
• What is Social Media/Digital Marketing?
• Social Media/Digital Marketing tools/options
• Marketing “Tools”
• Case Study
• Q&A / Wrap-Up
• Websites • Email Marketing
• Social Media Sites • Search Engine Optimization (SEO)
• Review Sites • Advertising
• Loyalty / Referral Programs

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Goals
• Explain the different types of tools in the Digital Marketing
• How they work
• Why they are important
• Take the “mystery” out of Digital Marketing
• Give you a high level overview of the things you should know and think
about
• We can go deeper on any of these topics off-line
• Help you figure out how to make Digital Marketing as “easy” and as
regular a part of your customer outreach/communication as your
telephone.

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What is Social Media / Digital Marketing?

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What is Social Media / Digital Marketing?
• Marketing that makes use of electronic devices to
engage with stakeholders.
• Stakeholders communicate via many different
channels online (email, social media, review sites,
blogs, etc!)
• Massive shift from the “offline” world to the “online”
world (and now mobile)

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How Marketing Has Changed
Old School Marketing New School Marketing

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Digital Marketing - Websites
New Customers
Existing
Customers

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Digital Marketing - Websites
• Nearly 60% of very small businesses do NOT have a website!
• Migration from “informational” sites to “interactive” sites
• Ironically, cost to build is typically in line with how far up the interactive curve you
want to go
• Also need to consider e-Commerce, Supply Chain, Customer Relationship Mgmt
(CRM) and other automation that can save time
• First step – list out what the goals are of your website – what do you
want to be able to accomplish with customers/partners?
• Keywords (Ubersuggest)
• Mobile Ready (e.g. Responsive)

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Building a Website - Options
• DIY sites
• Vertical focused sites
• More sophisticated platforms
• Hosting providers
• Hire a company/person to build it for you

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Blogging
• Not the same as a website!
• Fresh, dynamic content on areas you are an expert in
• This takes time and effort – and you need to be consistent
• Can help with Search Engine Optimization (SEO) – we’ll get
to this later
• Platforms like Disqus allow you to engage with your audience

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Search Engine Optimization (SEO)
New Customers

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Search Engine Optimization (SEO)
• “Natural” search – what comes up organically (what the search engines
think is the best answer to the question the user is posing)
• Google far and away the leader in this area. They change the rules ALL
THE TIME to keep people from “gaming” the results
• What should you do about it (Hint: fresh, compelling and relevant
content)
• Tip - https://adwords.google.com/KeywordPlanner
• Citations – Local SEO - Why they matter (and why you should care)

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Email Marketing
Existing
Customers

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Email Marketing
• Allows you to target your existing customers nicely via email
• Analytics to track opens / clicks / etc.
• Requires effort to curate your mailing list and create REGULAR content
• The “McDonalds” effect - You need to touch people regularly for outbound
marketing to have a measurable effect
• A/B Testing allows you to “try out” content and measure/gauge results

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Social Networking Sites
New Customers
Existing
Customers

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Social Networking Sites
• It’s not just Facebook! And it’s NOT free….
• Google+, Twitter, LinkedIn, Pinterest, Instagram
and others
• There are pros/cons of each platform
• Why are you using it? What do you want to get out of it?
• What a Facebook “Like” or a “re-tweet” is really worth
• Half-life of a Facebook post (< 2 hours) or tweet (< 20 minutes)

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Social Media – Areas to Consider
• These sites will start costing you $$$. The less people on a site, the
easier it is to be heard for free. Once a site becomes popular, it gets
noisy and the site can start charging more.
• Spend time on each site as a USER - who they are targeting, what it’s
best used for, how they make $$$
• Keep up with changes
• Your best bet to help with SEO is Google+ (google.com/business)

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Online Review/Directory Sites
New Customers
Existing
Customers

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Online Review/Directory Sites
• Yelp, YP.com, Angie’s List, TripAdvisor, Google My Business
• These were built to serve the CONSUMER - not you
• You should respond to reviews
• Managing your NAP (Name/Address/Phone) contact details online
(Yext, SinglePlatform, Moz Local)
• They can help with SEO, but with varied results that you do not control

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Advertising
New Customers

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Advertising
• “I know at least half of my advertising budget works; I just don’t know which half.” -
Henry Ford
• Advertising is branding, not lead generation
• A variety of options - coupon sites (Groupon, LivingSocial), Review sites (Yelp,
Google, TripAdvisor), Online Advertising (Google AdWords, local advertising),
Traditional advertising (Yellow pages, hyperlocal newspaper, coupon clipper/circular)
• You will pay a bunch and it will be challenging to manage/measure
• You need a specific plan and consistency for this to work well. Every time you stop
one thing and start another, it’s like starting over.

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Loyalty / Referral Programs
Existing
Customers

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Loyalty / Referral Programs
Existing
Customers
 A way to engage with your existing customers
 Loyalty – typically points for frequent patronage
 Referral – typically a bonus for referring friends and neighbors
 Lots of online options – but understand the cost to manage/maintain
 Managing and Measuring these are the biggest challenges. If you’re going to do it,
make sure you have ways to measure the effectiveness

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Tools for the Small Business Owner
• “Rental” SEO shops - MainStreetHub, WhiteSpark, etc - you will pay a
monthly fee (usually $200+) for them to manage this for you
• Vertical focused directories - will give you visibility, but no way to
manage your current customers
• Larger software suites (e.g. DemandForce, ExactTarget)
• Active presence and marketing tools offered by local publishers specific
to small businesses for building community and managing all the
aspects of a Social Media / Digital Marketing program
Existing
Customers
New Customers

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Bizyhood Plug!
New Customers
Existing
Customers

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Q&A and Contact Info
Scott Barnett
scott@bizyhood.com
@scottabarnett
@bizyhood
https://www.linkedin.com/in/scottbarnettnj
908-216-3026 (m)
Find this Presentation online! http://bit.ly/SocMediaSeminar