coverings2011: practical marketing - digital visibility for small businesses
DESCRIPTION
Marketing and promoting your business matter now more than ever in a world where customers educate themselves online first. You must be digitally visible. The challenge for many small businesses is finding the resources [including people] to market effectively while also running day-to-day operations. How then to prioritize what you do so you don’t neglect activities that connect with customers online and offline, while also delivering business results? The solution has to do with thinking about how you deliver value to customers, while creating content that addresses customers’ needs.TRANSCRIPT
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Practical Marketing for Small Businesses: Improving Your Digital Visibility
Christine B. Whittemore
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Upon completing this program, you should know how to:
Learn how to assess your digital visibility
Think with a customer mindset
Develop a content strategy that integrates offline and online activities
Measure results
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3
Christine B. WhittemoreChief Simplifier, Simple Marketing Now, LLC
Social media & content marketing strategist
Passionate about the retail experience & marketing to women, social media & content marketing, and helping companies make their marketing work harder!
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The Plan Examine the marketplace
› What has changed? What about your digital visibility?
› Google Juice Digital Visibility Basics How to do this when you’re busy? Examples
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The Old Ways Aren’t Working
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We live in a Digital World
70 to 90% of people start the purchase process at a search window
97% of local customers use online media to research businesses in their community**
**BIA/Kelsey research Simple Marketing Now LLC – http://SimpleMarketingNow.comMarch 2011
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Customers Go Online
To educate themselves › Reviews,
networks, community…
Can you be found online?› With consistent
profiles, keywords & content?
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Especially Women Consumers!
The majority of online audience & growing!› Communication
› Content
› Commerce
› Sense of Community
› Convenience [i.e., 24/7] Stats:
› 84% of social media sites are frequented more by women than men*
Source: * CRM Buyer
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Buying Doesn’t Happen In a Void
Part of a bigger picture› Where relationships matter
Share context & affinity Build trust Expect continuity of good treatment
Purchase decisions are big deals› Context matters› Search for solutions › High expectations
Imagehttp://contentmarketingtoday.com/2010/08/12/content-marketing-converts-even-the-toughest-business-buyers/
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Establishing Trust: People want to buy from people they
trust› Need to establish trust & show you care
Be the brand Be online Be human
They want solutions They don’t want a hard sell
› Suspicious of marketing claims Build a relationship before they buy!
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Digital Visibility is Critical!
The paradox of existence› If you have a physical presence, but can’t
be found online, do you exist?
› If you can be found, will you interact, offer value, be transparent and authentic with potential customers?
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Being Found Means… Rich Opportunities!
› Develop an online reputation before you need it
› Create a community of fans Word-of-mouth [~Fiskateers]
› Drive pre-qualified traffic to your site› Appear in search results
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(Are You Keeping an Eye on Mobile?)
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What about You?
Can you be found?
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Where is Your Business? Do you have a website?
› How often do you update it? Does your website tell your story?
› Do you offer valuable and unique content?
How do you communicate with customers?› Do you gather emails?› Send out eNewsletters?› Text?, Phone?
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Search Is Becoming Increasingly Social
Can you be found from a search window?
What about social media & social networking?› Can your website content be shared?› Do you have a Facebook Page?› What about a Blog?
Are you personally engaged with these tools?
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Show of Hands: Which Digital Tools Do You Use?
Website Google Places eNewsletter Facebook LinkedIn Blog Twitter Foursquare
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Which Digital Tools Do You Use?
0
10
20
30
40
50
60
70
80
90
100
Yes No
%
WebPlaceseNewsletterFacebookLinkedInBlogTwitter4Square
Results based on survey conducted in Jan 2011
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Have You Googled Yourself?
If you can’t be found online, you don’t exist…
What’s your ‘Google Juice’? › Good?› Bad?› Nothing?
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Examine the First 3 Pages
How many results relate to you?
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“CB Whittemore”’s Google Juice
Relevant results Page 1 = 10 Relevant results Page 2 = 10 Relevant results Page 3 = 10
-------------
30 Divide by total possible results [30]
› Multiply by 100 => 100%› “Christine B Whittemore” = 96.67%› “Christine Whittemore” = 86.67%
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Digital Visibility Function of:
› Quality & relevance of your content› Frequent updates [i.e., dynamic, fresh
content]› Links to your content – because it’s valuable› Completed social profiles
LinkedIn, Facebook Fan Page, Twitter, Google Profile and Places
Be consistent! Manage your social reputation
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Develop a Digital Presence
Website Blog Digital Outposts
› Google profile, Places Social networks
› Facebook, LinkedIn, Twitter, FourSquare
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Improve Your Digital Visibility
Create consistent social profiles› LinkedIn, Facebook, Twitter
Link back to your website Don’t forget
› Google Places› Professional listings, directories
Develop a content strategy Speak in terms relevant to customers
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Focus on Adding Value
Banish the hard sell Build relationships
› Establish credibility & trustworthiness› Be there long term
What’s important to your customers?› Are you listening?
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Show of Hands: How Are You Listening?
In-store surveys Salespeople feedback Customer service feedback Google alerts Yelp Foursquare Comments & reviews In-store events Do you capture emails? Other social feedback tool?
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How Are You Listening?
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Start Listening to Customers!
In-store, via salespeople, installers, customer service› Everyone who interacts with customers!› Surveys: be proactive!
Online› Google alerts› Twitter search
Pay attention Mine your web analytics search terms
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Integrate It All
Be consistent across all of your ‘touchpoints’› Online› Offline
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Digital Visibility Basics
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No Website?
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My QR Code
Google Places
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Website: Digital Brick & Mortar
Should consistently tell your brand story› You, your people› In terms relevant to customers
Reflect what you hear What matters to customers
› Keep it fresh/update it! Pay attention to your website basics
› Each page: unique content› Description, keywords
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Digital Outposts Where do your
customers hang out?› LinkedIn› Facebook› Blogs› Twitter› Search Window
What matters to them?› HINT: it’s not always sales
related
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Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
What is Social Media?
John Jantsch/Duct Tape Marketing
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Digital Social Tools and Platforms
Easy to useMostly freeEnable sharingMeans to an endFacilitate conversation, build trust with people
Using…
Simple Marketing Now LLC – http://SimpleMarketingNow.comMarch 2011
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Social Tools For Conversation
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Social is about
Being Human!
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Listen First
Simple Marketing Now LLC – http://SimpleMarketingNow.comMarch 2011
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Social Media Matters:
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LinkedIn: Professional Social 70+ million users
› New member every second › ~ 12 million daily unique visitors › Includes executives from all Fortune 500
companies 80% companies use it for recruiting Thought-leadership
› Groups, Answers, updates Create individual and company
profiles
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LinkedIn: Professional
GroupsAnswersUpdatesYour profileCompany page
Connect in time,Geographically,Exponentially…
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Facebook: Casual Social Over 500 million users!
› ~ world’s 3rd largest country› 100+ million active users access through mobile
devices Average user spends ~55 minutes/day
› Connects to 80 community pages, groups, events› Creates 90 pieces of content each month
2/3 of comScore’s U.S. Top 100 websites are integrated with Facebook
Consider a Fan Page for your business› Build relationships with existing customers and friends› Google Searchable
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Facebook: Casual/Social
Regular updatesInteraction
Minimal selling:Focus on relationship building
Facebook Fan boxes,Like buttons…
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Twitter: Affinity Social 140 character micro-blogging platform ~ 110 million users Search engine searchable
› 600+ million searches happen every day 80% of Twitter users use mobile
devices 54% of bloggers post content or tweet
on a daily basis › Over 50 million tweets in 2010
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Twitter: Professional, Affinity-Based
About building relationships, discovery,sharing links related to my areas of Interest:#RetailEXP#PracticalMktr
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Blog: Printing Press/Cafe Over 181 million blogs
› 34% of bloggers post opinions about products and brands
› 72% of bloggers share expertise› 1 in 5 bloggers updates his/her blog daily› Corporate blogging accounts for 14% of blogs
60% of bloggers are 18-44 years› 50%+ of bloggers are married and/or parents› 50%+ of bloggers have more than one blog
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Blogs: Thought Leadership
Regular Updates [2x/wk]: content relatedto my expertise
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Blog Content is Timeless Where you tell your story in
terms relevant to customers› Create greater meaning and
value› Be human› Reach out to others in your space› Influence, thought leadership› Conversation› Available 24/7› Drive readers deeper into your
website’s content
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Foursquare: Geolocation! Based on smartphone GPS
› i.e., mobile “Check in” to favorite places
› Tips› Hints› Mayors› Discounts
Set up your business; reward loyalty
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Create Your Own QR Code http://qrcode.kaywa.com/
› Include a message› Link to your website
Add it to your store window or to other commmunications
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Beware of Flash Focus on Content Consistent Keywords Post frequently, consistently, relevantly on a blog Create unique content Listen. Listen more. Banish the Hard Sell! What do your physical & digital retail
experiences communicate? Are they fresh? Promote your digital presence offline & your
physical presence online. Invite visitors to opt-in for memorable email
communications.
Source: CBW MarketingProfs
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How To Do This When You’re
BUSY?
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First Questions…
What is your business about? How are you different?
› Service?› Quality?› Knowledge?› Price?
What do your customers value?› How much do you know about them?› Do you listen to them?
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What Is Your Business Known For?
Customer Service Ninja Product Innovation Champion Fashion Maven Distribution Dynamo Social Matchmaker
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Are You Looking To Build Relationships with Customers?
› What’s important to them› How can you help them› How does your business offer them solutions
Who are your customers?› What are your different buyer personas?
Local residents Rental companies
What tools do you use now?› How do you use them?
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Social Outposts Are Easy to Set Up, But…
Most tools require:› Ongoing fresh content› Interaction and monitoring› Need to be integrated into other marketing
and business activities Success requires
› Planning ahead› Time management› Aligning reasons for social with business
goals
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Determine
What’s your purpose in engaging in digital tools & social media?
How does this relate to your business?› What are your business
keywords/themes?› What stories will you share beyond
promotions and sales? What’s important to your different
customers?
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Create a Content Strategy That looks at your business from your
CUSTOMER’s perspective› Content audit› Customer feedback› Address gaps› Which tools are most meaningful?› What do they look for?
Remember these tools allow you to humanize your brand
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Content Ideas What’s relevant to
› New customers› Potential customers› Existing customers
Design? Entertaining Tips? Safety? Care?
› Ask your customer service, sales reps, installers: Involve your organization!
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Each Social Tool Differs Facebook:
› Lighthearted updates, share customer before/after, photos of community events
LinkedIn: › Group discussions, news items, status updates, Answers
Twitter: › Items relevant to your follower base, Twitter Chats,
#Coverings Foursquare:
› Mobile, reward loyalty, best for brick & mortar locations Blog:
› Your publishing platform; allows you to create thoughtful content to share on other networks
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Think “Repurpose Content” Blog› How your expertise solves problems
Photos?
› Invite experts from Twitter to share advice Builds credibility
› Tell story behind products you sell on website› What you learned during Twitter chat
Facebook› Success story pictures, before/after› Community events, FUN
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Make Multiple Use of Content
Twitter› Share links to design experts articles› Link to blog posts› Participate in Twitter chats
LinkedIn› Share content in a group discussion based
on how you solve customer problems › Link to blog posts, articles
From Customers’ Perspective!
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Create a Simple Strategy Document
Source: Ron Ploof, Strategy Made Simple
Channel Objective Audience Content
Web site
Blog
Facebook Fan Page
eNewsletter
In-store
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Then a Content Calendar Integrate offline with online
› Community events, in-store interactions…
Topics Sale N/L In-Store
Blog Twitter FB LI
DesignColor
New products
Care
FAQs
Your community
quarterly Monthly
+ recap past events+ promote coming events+ summary Blogposts
Monthly
Designer wine & cheese
2x wk
Answer customer questions
How to care for your product
How others in the design community use your product
Daily series of 3 tweets
Design article links
Answers to common Q
Community happening
Link to blogpost
3x wk
Before & after pix
In-store events pix
Happenings in community
Refer to blogpost
1x wk
Link to business article
LI Answers
Blog app
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Watchout!
Don’t post the exact same content everywhere› Different angles› Relevant for different audiences› Don’t SPAM!
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Time Management: Critical! Who will monitor & manage your digital presence?› Don’t delegate to a high school kid
These are YOUR customers These are legitimate platforms for customer
communication You need social media policies that
coincide with your overall business policies
Complaints? Comment policy?
Use Outlook reminders
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Planning Ahead: Critical! Develop a content strategy that
aligns with your business strategy› Content affects online and offline› Content strategy will guide content
calendar Content-based approach requires
long-term, customer-focused commitment
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Prioritize! Pick your social networks based on how
they relate to business goals & customers› Be fluent in how they work: experiment› Things can change rapidly
Pay attention to Mobile!
› Your customers may not be involved now, but they could be tomorrow Facebook phenomenon!
Set time limits
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It Takes Time … Especially at beginning
› To be successful, PLAN! Develop content strategy and content
calendar Be deliberate about what you say
online/offline
Use tools available: repurpose
Start small ~ 15 min/day› Use Outlook reminders
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Rules for Social Networking
Offer value No hard sell Be active consistently Mind your manners Be genuine Don’t spam Remember that your reputation is at
stake Think long term
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Measuring Success Lots of data available. Pick something
meaningful & relevant to your business.› Quality vs. quantity
Relevant Twitter followers
› Monitor visits to web/blog Visitors from social sites tend to be better qualified
and spend more time on your sit
› Monitor referral sources› Interactions, comments
Repeat what works, change what doesn’t!
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Examples of
Digital Visibility Building
75
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Avente Tile
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Don’s Carpet One
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Floorcrafters
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Food For Thought Bigger isn’t always better
› Focus on QUALITY Take time to know who your fans,
followers, subscribers are› Interact› Ask questions› Say thank you
Add value so you can build meaningful relationships
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Summary Determine if you are digitally visible If not, become visible!
› Online profiles› Websites› Social networks
Use your online presence to build relationships with customers› Offer value
Be involved in your solution Gain experience, move to next option
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Will You Assess This Seminar? Was this valuable?
› What did you like most? Would you recommend it to a friend?
› What would you say? What is most important idea you
learned?› What will you put into action immediately?
What do you want to know more about?› Your email address for more information.
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Thank You!
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To Learn More…Christine B. Whittemore
Chief SimplifierSimple Marketing Now LLC
› [email protected]› Tel: 973-283-2424
Flooring The Consumer weblog› http://flooringtheconsumer.blogspot.com
Simple Marketing Blog http://SimpleMarketingBlog.com