digital marketing for small business v3
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Digital Marketing for Small Business v3TRANSCRIPT
Digital Marketingfor Small BusinessJim Locke, PrincipalResultWorx Technology Group
Do you market online NOW?
•Do you have a website?•Do you have an e-mail newsletter?•Do you have a blog?•Are you active on any social networks?
▫LinkedIn▫Facebook▫Twitter▫Other?
•What about mobile apps, text, QR codes?
Some Interesting Facts
•Welcome to the Social Media Revolution!
A Few More Statistics• Social networks and blogs are the 4th most popular
activity online (more popular than personal e-mail)▫67% of users are active in a member community▫10% of all time on Internet is spent on social
networks• 80% of companies use LinkedIn as a primary tool to
find employees• 77% of all active Internet users regularly read
blogs• 70% of consumers and businesses use search
engines to find local businesses• 25% of online ads are viewed on Facebook;
Greater than Google, Yahoo or Bing.
Yet…
•44% of small businesses STILL don’t have a website!
Why Market Online?
•The Internet levels the playing field, providing broad market reach to all participants
•Low Cost•Opportunities to educate and inform
clients▫Good content improves search engine
results•Opportunities to establish yourself as an
expert in your field
The Shift to Inbound Marketing
•Outbound Marketing▫Print, Radio, Television, Direct Mail, Pay-
per-click▫Goal: Catch the customer’s eye
•Inbound Marketing▫Blogs, Social Media, E-mail, Video,
Podcasts, Text▫Goal: Give the client valuable content
that drives him to your site and encourages them to come back
How do you market?
Getting Started…
•Reserve your “brand” name•Manage your reputation•Local Search•Profiles and Pages•Blogging•E-mail •Building Communities•Internet Advertising
Reserve your “Brand”
•Names on social networks are going FAST!
•Reserve your business and personal brands
•Use a service like KnowEm to check name availability
•DO IT TODAY!
Manage your Reputation
•Do you know what others are saying about you and your business online?
•Google your name and business name•Setup Google Alerts to monitor your
reputation•Use tools like SocialMention to see what is
being said about you on social networks•Respond to positive and negative
comments alike – It is considered Customer Service!
Local Search
•According to Google, 73% of all searches are related to local content
•43% of Internet users search for local merchants when considering a purchase – ComScore
•How visible are YOU?▫Use tools like Yext and
AmIVisible to find out…
“Places” You Should Be
•Online Directories▫CitySearch, Whitepages, Yellowbook,
YP.com, Superpages.com•Local Search
▫Google Places, Bing Local, Yahoo Local•Social Sites
▫Facebook Places, Foursquare, Yelp!▫Encourage customers to “check in”
Profiles
•Establish profiles for yourself and your key employees on LinkedIn and Facebook▫Tip: Link to your website▫Tip: Get LinkedIn Recommendations
•Establish profiles (or pages) for your company on LinkedIn and Facebook
•Profiles should be similar on all services▫Building a Personal Identity▫Building a Corporate Identity
Company Pages•Establish a page for your company on
Facebook▫Your Facebook Page is a social gathering place
for clients, customers and prospects▫Use invitations and short term pay-per-click ads
to gather at least 25 “fans” quickly▫Get one TODAY, even if you don’t have a
webpage!•Establish a company profile on LinkedIn
▫Link your employee profiles and Twitter account to the company page
Blogging
•Blogging is an excellent way to establish yourself as an expert and inform and educate clients
•Content may be syndicated to other sites (e.g. your website) which will improve your ability to be found easily on the Internet
•All blogs and websites should include an e-newsletter and RSS feed
Microblogging
•The most popular microblogging service is Twitter and it connects to many other social networks, directories, profiles, etc.
•Twitter experts recommend that you update your status regularly
•Services like Twitterfeed, SNSAnalytics, Ping.fm and Dlvr.it can make it easier and update multiple sites at once
•An E-mail newsletter is very effective for driving traffic to your site.
•Utilize an e-mail news service to ensure compliance with the CAN-SPAM Act
•E-mail signatures▫Follow Me▫News Feeds from your blog
Building Community
•Use Facebook, LinkedIn or other platforms to build communities around issues or clients▫Allow clients to interact and support each
other▫Provide information and guidance▫Communities can be open or closed
•Create groups on popular social networks like Facebook and LinkedIn to get started
What about Pay per Click Ads?
•Pay per click (PPC) advertising (e.g. Google Adwords) is based on keywords▫Dominated by large companies▫Can be expensive▫If you get the right keywords, KEEP THEM!
•Only read by 25% of people who search the Internet
•Social Media PPC is a different ball game…
Social Media Advertising
•Targets people based more on who they are rather than what they are searching for.
•Sold on pay per click or impression basis•Easy to measure and manage
▫Run several campaigns in rotation and tweak
▫Focus on a promotion, event, etc.•Inexpensive – About 1/3 the cost of
AdWords
Putting Social Media to Work•Pick your tools carefully and integrate them
into your work life; Start with▫Google Reader, HootSuite, Delicious, MailChimp
•Use a blog to write once, syndicate the rest•Drive prospects to your site with valuable
content; Collect basic contact information•Limit the time you spend on social media•Register for local search•Measure your results
For the Trail Blazers…
•Consider building your own mobile application
•Incorporate QR codes into your marketing▫Put them on business cards, brochures,
flyers and other direct marketing pieces▫Add them to your direct mail campaigns
•Build online places that offer▫Check-ins, coupons, etc.▫Encourage customers to post reviews
Resources•Download the Digital Marketing Toolbar
▫News, resources and information to get you started with Digital Marketing
▫Download profile worksheets and presentations▫Learn about Digital Marketing “in plain English”▫Much more…
• Join our Digital Marketing Group on LinkedIn®
•Follow us on Facebook or Twitter•Ask about a free consultation
Please feel free to contact us:
Jim Locke(626) [email protected]
Follow Us:Facebook.com/ResultWorxTwitter.com/ResultWorxResultWorx.com