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Jan 27, 2013
As a small business, deciding which online marketing channels to focus on can be a challenge. This presentation, conducted for the North East Canvas Products Association, discusses the various forms of online marketing available to small business, to help focus efforts to where marketing dollars can have the most impact for the company. This is a shortened version of the full presentation. For the full presentation, please contact me directly.
Marketing Your Small Business in the Digital Age presented for North East Canvas Products Association
WHERE IS YOUR MARKETINGWhat channels do you use to reach customers? How can you use online marketing channels to reach MORE CUSTOMERS and reach DEEPER into your existing customer base? Small Business Marketing in the Digital Age 2 Copyright © 2013 108 degrees, llc. All rights reserved.
SEMINAR OVERVIEWToday we will cover... SOCIAL EVOLUTION MEDIA SOCIAL OF SMALL & YOUR MEDIA Q&A BUSINESS SMALL STRATEGIES MARKETING BUSINESS MARKETING YOUR BREAK RESOURCES CONCLUSION BUSINESS TODAY BREAK HANDOUTS MUTE PHONE 5 minute break key slides provided in please turn off cell phones network, stretch, hand in handout, full slides for the courtesy of other questions for Q&A provided by email guests Small Business Marketing in the Digital Age 3 Copyright © 2013 108 degrees, llc. All rights reserved.
MARKETING TODAYA new era in small business marketing SEARCH MARKETING through ads and optimization EMAIL marketing that reaches all customer types via smartphones and computers BLOGS giving your company an active voice and your WEBSITE customers direct contactinteractive websites that showcase products and $provide customer service GROUP BUYING building brand through massive social promotion SOCIAL MEDIA connecting with customers where they live and socialize MOBILE MARKETING marketing via smartphones for more accessibility to WEBINARS & VIDEO customers and prospects demonstrating products, showcase features and meet with customers and prospects Small Business Marketing in the Digital Age 4 Copyright © 2013 108 degrees, llc. All rights reserved.
YOUR WEBSITEYour home base online Can prospects easily contact you from your site? How many customers visit your website each month? IT’S MORE THAN OFFER CUSTOMER V I S UA LS A R E A BROCHURE INTERACTION IMPORTANT Offer interactive options like Use a blog or integrate your social Poor quality images equate to a product selectors/designers or media proﬁle to allow customers to reputation for poor quality video. communicate directly. workmanship. Put your best face forward. Small Business Marketing in the Digital Age 5 Copyright © 2013 108 degrees, llc. All rights reserved.
YOUR WEBSITEConsiderations Adding Interactivity Monitoring Trafﬁc Photography Quality Contact Information Small Business Marketing in the Digital Age 6 Copyright © 2013 108 degrees, llc. All rights reserved.
EMAIL MARKETINGA critical part of your marketing planAlthough a well-established onlinemarketing tool, email marketing is not ‘oldschool’. It is still the most effective way toreach your customers and prospects.• Customer email Addresses Do you currently collect customer email addresses?• How Often Reach Out? Outside of the sales process, how often do you communicate with your customers?• Promotional email Do you offer periodic specials to encourage repeat business?• Drip Campaign Stay on your customer’s radar screen by offering regular information in their inbox.• Cross Promote Partner to gain exposure to new customers. Small Business Marketing in the Digital Age 7 Copyright © 2013 108 degrees, llc. All rights reserved.
SEARCH MARKETINGTypes of Search Marketing 1. SEARCH ENGINE OPTIMIZATION This involves managing your site’s content to ensure it shows up in “organic” search results. 2. SEARCH ENGINE MARKETING This is the purchase of advertising space on a search engine, to ensure your site shows up in the top levels of search. Small Business Marketing in the Digital Age 8 Copyright © 2013 108 degrees, llc. All rights reserved.
BLOG MARKETING Communicate and sharePROVIDE INDUSTRY INFO BUILD CONVERSATION SEARCH BENEFITSBlogs provide impor tant industr y Blogs allow you to have a dialogue with Blogs create fresh content regularly, whichinformation, showing your customers that you customers and prospects, answering help with search results.are current and informed in your ﬁeld their questions and sharing your knowledge Small Business Marketing in the Digital Age 9 Copyright © 2013 108 degrees, llc. All rights reserved.
GROUP BUYINGSocial marketing for branding I found a great deal that I bought online! We saw our friend’s great bargain deal and also purchased! The word kept spreading and we all saw the deal too... some of us bought it as well! The deal is over, butthe word has spread...we will watch for that company again! GROUP BUYING BUILDS BRAND BEWARE YOUR AWESOME RESPONSE Products and services are sold at a DEEP discount, but gaining a Frequently we hear stories of cupcake shops that can’t ﬁll all the customer provides opportunity to build further purchases and orders, or stores that run out of inventory. Decide carefully what brand recognition via social media. you can fulﬁll and limit your offer accordingly. Small Business Marketing in the Digital Age 10 Copyright © 2013 108 degrees, llc. All rights reserved.
MOBILE MARKETINGWhat you can do to capitalize on the revolution 1 - CREATE A MOBILE SITE If you don’t already have a mobile site, make sure your site is mobile-enabled. Users want a site that is easy to navigate and helps them ﬁnd information quickly. 2 - SEARCH OPTIMIZE FOR MOBILE Make sure your contact information and location can be found on mobile devices. If not, be sure your site is listed with Google and other search engines. 3 - CONSIDER ADVERTISING Advertising via mobile apps or search can help you target the right customer when they are looking for your help. Small Business Marketing in the Digital Age 11 Copyright © 2013 108 degrees, llc. All rights reserved.
VIDEO MARKETINGSome providers to consider 31% 24% 38% 53% 47%62% 69% 76%• YouTube Owned by Google, YouTube is the most- • SKYPE One of the top providers of web conferencing • Google+ Hangouts Users of Google+ can • Vimeo The #1 alternative to YouTube,Vimeo offers watched video site on service, Skype allows free invite up to 10 people thousands of videos in the planet. video chat between two into a ‘Hangout’ for a high deﬁnition.• • users. free video conference. • • Beneﬁts Beneﬁts Videos are indexed by Beneﬁts Beneﬁts Vimeo is popular in search engines for Simple, free download of Hangouts can be business circles as well greater visibility. software allows for recorded as ‘Hangouts as entertainment. instant video on Air’ for playback on conferencing at no YouTube. charge. Small Business Marketing in the Digital Age 12 Copyright © 2013 108 degrees, llc. All rights reserved.
SOCIAL MEDIA MARKETINGConnecting with customers ?WHAT IS IT? WHERE IS IT? WHO IS USING IT?Social media refers to the interactions among Different types of social media include The internet usage effects of social media as ofpeople in which they create, share, exchange collaborative projects such as Wikipedia, blogs 2012 are, according to Nielsen, that internetand comment contents among themselves in such as Blogger, social networking sites like users continue to spend more time in socialvirtual communities and networks. Facebook, content communities like Youtube, media than any other site. The total time spent and virtual worlds like Second Life. on social media in the U.S. across PC and mobile devices was 121 billion minutes in July 2012. Small Business Marketing in the Digital Age 13 Copyright © 2013 108 degrees, llc. All rights reserved.
TOP SOCIAL CHANNELSFor your Small business LINKEDIN FACEBOOK GOOGLE+ While LinkedIn is not the largest network With nearly 1 billion users, this is the largest The newest player to the game, Google+ has only with 200 million users, it is one of the most social media site available. While targeted mainly about 400 million users, however the integration inﬂuential. LinkedIn users are professionals to consumers, businesses are able to reach out with Google Search and connection to the and executives... decision-makers when it and connect via business pages. Android smartphone industry makes it a powerful comes to purchasing. player. Small Business Marketing in the Digital Age 14 Copyright © 2013 108 degrees, llc. All rights reserved.
APPLICATIONFor small business 31% 24% 38% 62% 69% 76% • Facebook Build on your personal connections and leverage • LinkedIn Build on professional connections and utilize network tools to increase visibility • Google+ Utilize network features, tools and search engine integration to extend human contacts to increase and reach. visibility and reach. • visibility and reach. How does it help? Your personal connections • How does it help? Connecting with other professionals helps you ﬁnd B2B sales, and referrals from • How does it help? Visibility across search results is available for the proﬁle or business support your business through other like-minded businesses looking to page, and connection to the business referral. connect. website within the network can also boost search results. Small Business Marketing in the Digital Age 15 Copyright © 2013 108 degrees, llc. All rights reserved.
BUILDING A SOLID STRATEGYSocial strategy for small business 200 150 100 50 0 • Foundation = Connections • Listen more, talk less. Your social strategy starts with building Focus on listening to your customers connections, personal and/or and what they want. (Remember Myopic professional. It’s a network, so you Marketing?) Give them what they ask need to network. Think of it like a for. Post frequently, but only with dinner party or business social... you quality content. have to connect with people to get something out of it. • Share what is valuable. Don’t worry about pushing your next • It’s about Communication service special or trying to sell the It’s NEVER about pushing or selling. latest product. Share information your Your social presence is about audience ﬁnds valuable. Be interesting, communication with your audience. be engaging, be enchanting. The sales will come from knowing you are there when they need you. Small Business Marketing in the Digital Age 16 Copyright © 2013 108 degrees, llc. All rights reserved.
FACEBOOK STRATEGYPersonal and business strategyYour Personal Proﬁle Your Business PageBuild on your personal connections to foster and Create accessibility to customers and prospects sogrow business opportunities. that you can easily be contacted.Let your friends know what you do, and offer them Provide customer service and build relationships tothe same promotions, specials and information you maintain existing accounts, and show prospects thatshare with customers. you are available. Your Goal Your goal is to network, and build your relationships with customers and prospects. Small Business Marketing in the Digital Age 17 Copyright © 2013 108 degrees, llc. All rights reserved.
LINKEDIN STRATEGYPersonal and business strategyYour Professional Proﬁle Your Company PageBuild on your current business connections from current and Create a page that showcases your company and portfolio ofpast companies with a professional proﬁle. Connect with work. Consider posting job opportunities to attract professionals tocolleagues, alumni and industry contacts. Build as wide of a your company that come by referral.network as you can, while keeping it genuine. Connect with people who follow your business, and support themProfessionals are looking for other professionals to connect with by following their company page in return.and refer to. Karma rules here, so give in order to receive... thatincludes recommendations, referrals and sharing knowledge. Your Goal Your goal is to extend your professional network and build connections with people who will support your business, as you try to support theirs. Small Business Marketing in the Digital Age 18 Copyright © 2013 108 degrees, llc. All rights reserved.
GOOGLE+ STRATEGYPersonal and business strategyYour Personal Proﬁle Your Business PageConnect with peers, colleagues and industry leaders Support SEO efforts for your personal identity, blogto further knowledge and/or gain recognition for and/or website by providing/sharing relevant contentyour expertise. and links.Google+ is still a small network, making it much Remember that information on Google+ is indexed ineasier to access industry leaders who might not search, even if you do not have a lot of followers, theotherwise have the time to connect with you on information will still have value in Search Results.other networks. Your Goal Your goal is to showcase expertise and build recognition in your niche. Small Business Marketing in the Digital Age 19 Copyright © 2013 108 degrees, llc. All rights reserved.
RESOURCES SOCIAL MEDIAMore information for marketing your small business rightBooks • Permission Marketing by Seth Godin • Enchantment by Guy Kawasaki • The New Relationship Marketing by Mari Smith • The Thank You Economy by Gary VaynerchukWebsites • Social Media Examiner www.socialmediaexaminer.com News, information and resources for using social media more effectively • Social Triggers www.socialtriggers.com Online marketing strategy Small Business Marketing in the Digital Age 20 Copyright © 2013 108 degrees, llc. All rights reserved.
RESOURCES FACEBOOKLearn more about FacebookFacebook for Business • www.facebook.com/business/overview Learn the basics of setting up your business page, connecting with people and Facebook AdvertisingFacebook Analytics • www.inc.com/janine-popick/3-basics- of-facebook-analytics.html Learn more about how to analyze the data Facebook provides Small Business Marketing in the Digital Age 21 Copyright © 2013 108 degrees, llc. All rights reserved.
RESOURCES LINKEDINMake better use of the networkBlogs • windmillnetworking.com/blog/ This blog features articles from many industry experts and covers all areas of social media, as well as LinkedInBooks • Maximizing LinkedIn for Sales and Social Media Marketing by Neal Schaffer Small Business Marketing in the Digital Age 22 Copyright © 2013 108 degrees, llc. All rights reserved.
RESOURCES GOOGLE+Work with the innovatorsPeople to Follow • Denis Labelle plus.google.com/+DenisLabelle/posts Google team member who posts links to videos, books and links regularly • Mark Traphagen plus.google.com/+MarkTraphagen/posts Social media consultant who specializes in Google+ and AuthorshipBooks • What the Plus! by Guy Kawasaki • Google+ for Dummies by Jesse Stay Small Business Marketing in the Digital Age 23 Copyright © 2013 108 degrees, llc. All rights reserved.
NEED MORE?If you need more help with your online marketing... Contact 108 degreesWebsite DesignCustom website design, including web tel 603.661.4087applications and ecommerce. email firstname.lastname@example.org web www.108degrees.comEmail MarketingConsulting, strategy and full-ser vicesolutions. www.facebook.com/108degreesMobile WebsitesAffordable mobile sites to enhance your www.gplus.to/webdivaonline presence.Social Media Marketing www.linkedin.com/in/maryannpfeifferFull service marketing solutions, for as muchor as little as you need. @108degreestweetMarketing ConsultsPrivate consults to help you determine your Watch our Marketing Minute videos to learnstrategy, path and best options. more about marketing your small business... www.youtube.com/user/webdiva108 Small Business Marketing in the Digital Age 24 Copyright © 2013 108 degrees, llc. All rights reserved.