what's working for smb marketing in 2013

Today’s Agenda – What’s Working in Small Business Marketing 2013

• Survey of Trends What’s Working Now

• How to Use Technology in Marketing

• Content Marketing for 2013 and Beyond

• Your Questions and “3 Must-Haves”

About Bob, SMB Marketing Survey

• Bob Hanson, President, Quantum Leap Marketing, Inc.

• Direct Response and Content Marketing for Clients since 1991, over $1.45 billion in sales leads created

• Focus on Financial Services, High-Tech, and Marketing Verticals

• Client Attraction Marketing System™

• Survey completed January 2013, 269 Completes

How Generating Leads Today?

©2012-2013 Quantum Leap Marketing Survey

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How Measure Marketing Results?

©2012- 2013 Quantum Leap Marketing Survey

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Number of Leads

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Measuring Marketing Effectiveness

What Marketing Technologies for 2013?


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What Social Media for 2013?


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Snapshot from Survey What’s Up, What’s Down, What’s Faster? • Email • Social Media • Websites and Website Marketing • Webinars • Direct Mail • Seminars/Trade Shows

• 35% Review Marketing Plans Monthly • 32% Review Marketing Plans Quarterly


Key Takeaways from Survey

• Social Media Marketing on the Rise with SMB

2013 will be about ROI!!!


How Get ROI from Social + All SMB Marketing in 2013

• Engage Social + Online Marketing + Content

Marketing • Importance of Compelling Content – Think

“Narrowcasting” • The Way You Market Does Matter - Promotion

• Online Events in the Marketing Mix


Content to Accomplish Many Objectives

©2012 -2013 Quantum Leap Marketing Survey

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Objectives with Marketing Webinars

3 “Must-Haves” for Your 2013 Marketing Success Plan

1) Targeted Content is Your (Social Media) Draw

2) Funnel to Webinars in the Marketing Mix

3) Shorter Cycles = 30 to 90 day marketing calendar


MOIRA VETTER, CEO MODO MODO AGENCY

- 25 Years B2B Marketing Experience…

- Specialties: brand/valuation evolution, sales & marketing effectiveness, growth acceleration for complex businesses…

- Executive Advisory Board American Marketing Association Atlanta, Board of Entrepreneur Advisors, Georgia Department of Education Marketing Cluster, Adjunct Faculty Kennesaw State University

2013 Budget Trends

• Zero-based budgeting has become sub-zero based budgeting

• (If the business is large enough) Other people’s budgets – marketing automation in IT, Salesforce.com in the sales budget, signage or environmental graphics as a corporate expense.

• Use extended family, interns and entry level staff for Social Media to keep budgets low.

Uses of Technology in Marketing

• Rise of Marketing Automation usage like Pardot and Marketo. Measure all the time! Pardot is now month-to-month.

• Marketing Automation enables you to build landing pages that integrate

your online marketing with Web (without you having a Webmaster). • Integrate Marketing campaigns with high value content that captures

information, encourage engagement and continue a dialogue. • HootSuite and other apps help you distribute from one site. • Net Promoter Score tools such as Listen360 enable you to incorporate

customer surveys AND push Promoter feedback directly to Social media (without you having a Social Media person).


Mistakes To Avoid in 2013

• Unlimited online Advertising. Banner Advertising visibility is NOT the same as print Advertising.

• Stop manually connecting the dots. Use marketing and sales automation now that the price point & complexity are accessible.

• There are other parts of the marketing mix. Social Media alone, and email marketing alone will NOT get you the number of impressions, amount of engagement and actual credibility you need to CLOSE.



1) Social is most effective where buyers are

impacted by Social Media (in the head space

for influence while engaging with).

2) Repurpose & integrate. Reuse topics covered

in Webinars in ALL your marketing collateral,

campaigns.

Webinar Series – “Cut through Clutter” • Products Company Understood the Power of Great Topics

• Targeted Decision Makers for Its Products

• Surveyed Decision Makers on “What are most pressing problems?”

Results…

• Survey Determined Top 3 Issues in Decision Makers Minds

• Monthly Webinars on Top Issues with Outside Speakers (Including Top Blogger)

• 5 Different Media Used to Drive Webinar Attendance

• Sales increased 30% in 12 Months after Series Launch (Largely Drive by Webinar Leads)

Chris Baggott

CEO & Co-Founder

@ChrisBaggott

@Compendium

“Content marketing

is all the marketing

that is left.”

Seth Godin

Best Selling Author

Personas

Jill Brown Single Working Mom

“There is always something to be done. I need tasks to be simple and easy so I can focus on the more important things in life, like my son Brady.”

Behaviors & Culture • Slightly unorganized

• Very practical but easily flustered

• Honest and sincere

• Passionate

Sample Search Queries • Apartments in safe

neighborhoods

• Affordable apartments in

St. Louis

• How to downsize living space

Challenges • Managing multiple tasks at once

• Coping when “life” happens and

goes against her “plan”

Fears • Feeling unaccomplished

• Something bad happening

to her son

• Getting off task

Needs & Expectations • Simplicity

• Affordable housing options

• Products and services that are

easy to understand and choose

• Anything that is in the best

interest of her son

Motivations • Checking things off her

“to-do” list

• Quality time with her son

• Feeling accomplished

Known Information:

User Category: New

Apartment Tenant

Age: 38

Race: White

Education: Associate

Degree

Employment: Full time

Household Income: $40,000

Family: Divorced, Single

mother

Customer Engagement Cycle

Stage Questions Asked

Awareness How can I find/fix/help __________?

Consideration

What do I need to consider when purchasing __________?

Inquiry What options/solutions does this company offer?

Purchase Why is it better to purchase from this company over another?

Retention What would make me purchase from this company again?

Tyler Cole, 21 College Student

Jill Brown, 38 Single Working Mom

Kevin Rogers, 52 Empty Nester

Topic Modeling

what's working for smb marketing in 2013

Business

marketing content marketing

marketing webinars

marketing campaigns

marketing mix2012

marketing effectiveness60

marketing collateral

survey social media

integrateyour online