A presentation by Douglas Burdett to the annual meeting of the Virginia Small Business Development Center.

1. WhatYour SBDC Clients
Need to Know About
Marketing Today to
Succeed
Virginia SBDC Network
June 5, 2013
Douglas Burdett
Tuesday, June 4, 2013

2. Tuesday, June 4, 2013

3. If you only read one
marketing book,
read this one.
Tuesday, June 4, 2013

4. The marketing playbook is broken.
The Marketing Playbook Is
Tuesday, June 4, 2013

5. ..The Marketing Playbook is
BROKEN.
Tuesday, June 4, 2013

6. Tuesday, June 4, 2013

7. Tuesday, June 4, 2013

8. This Is Not Our Parents World Anymore
Tuesday, June 4, 2013

9. http://www.youtube.com/watch?v=TXD-Uqx6_Wk
Tuesday, June 4, 2013

10. People hate being marketed to
Tuesday, June 4, 2013

11. People can
avoid your
marketing
messages
Tuesday, June 4, 2013

12. People can research your
company or product without
contacting you
Tuesday, June 4, 2013

13. Now the buyer is in control
Tuesday, June 4, 2013

14. But, there is a silver lining
for small business owners
Tuesday, June 4, 2013

15. Marketing success now
has more to do with
the size of your brain...
...than the size of your wallet.
Tuesday, June 4, 2013

16. So what’s the secret
to marketing success today?
Tuesday, June 4, 2013

17. Think Like a Publisher!
Tuesday, June 4, 2013

18. Also
Known
As...
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19. Tuesday, June 4, 2013

20. Tuesday, June 4, 2013

21. Tuesday, June 4, 2013

22. Tuesday, June 4, 2013

23. What’s the most
important marketing
asset every business
needs now?
Tuesday, June 4, 2013

24. A solid online
marketing platform
Tuesday, June 4, 2013

25. Websites aren’t as
expensive as they
used to be.
Tuesday, June 4, 2013

26. Less than
$50/month*
You can set up a hosted site
*Includes hosting, plugins and
email service
Tuesday, June 4, 2013

27. Make sure
your site
is mobile
Tuesday, June 4, 2013

28. Tip: enter your URL for a free,
comprehensive website analysis
Tuesday, June 4, 2013

29. Develop Buyer Personas
(detailed profiles of your
ideal consumers)
Tuesday, June 4, 2013

30. [Video] David Meerman Scott on Buyer Personas
http://www.youtube.com/watch?v=9RvTszioAN4
Tuesday, June 4, 2013

31. What words would
your prospects use to
describe the problem
they have that your
company can solve?
Tuesday, June 4, 2013

32. Determine what long-tail keywords prospects use
when searching for a solution that you provide.
Tuesday, June 4, 2013

33. Find your keywords with this free tool:
https://adwords.google.com/o/KeywordTool
Tuesday, June 4, 2013

34. And then blog about
those keywords.
Tuesday, June 4, 2013

35. Blogging
“No matter what,
the very first piece
of social media real
estate I'd start with
is a blog.”
-Chris Brogan
Tuesday, June 4, 2013

36. Blogging Tip
• Make a list of the top 25 questions you get
from prospective customers (or influencers)
and write a blog post about each one.
• Include relevant long-tail keywords
Tuesday, June 4, 2013

37. Blogging Benefits
Source: HubSpot, 2013 SOIM Report
Tuesday, June 4, 2013

38. Companies that blog get 55%
more website traffic than those
that don’t blog.
Tuesday, June 4, 2013

39. Companies that blog get 70% more
leads than those that don’t blog.
Tuesday, June 4, 2013

40. 57% of companies have acquired
a customer through their blog.
Tuesday, June 4, 2013

41. Once you have remarkable
content, spread the word
with social media
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42. Social Media
“Content is fire.
Social media is
gasoline.“
-Jay Baer
Tuesday, June 4, 2013

43. Capture
Email
Addresses!
Tuesday, June 4, 2013

44. DO NOT buy email lists!
• Using lists that did not opt in to your
marketing messages can tarnish your IP
address and hinder your ability to send any
email.
• Spamming is illegal (CAN SPAM act)
• Recipients will hate you.
Tuesday, June 4, 2013

45. A word about search
engine optimization
(SEO)...
Tuesday, June 4, 2013

46. 85% of the links search users
click on are organic - not paid
Tuesday, June 4, 2013

47. Which means that
getting your site found
organically is really
important
Tuesday, June 4, 2013

48. Got links? On-page optimization
accounts for only15% of SEO
Tuesday, June 4, 2013

49. How To Rank Well on
Search Engines
Have content so great and useful that
other sites will link to it and people will
share it on social media
Tuesday, June 4, 2013

50. Measure Everything
Then, do more
of what works,
and less of what
doesn’t work.
Tuesday, June 4, 2013

51. http://academy.hubspot.com/certification
Educate yourself. It’s free!
Tuesday, June 4, 2013

52. ThankYou!
• www.ArtilleryMarketing.com/Incoming
Presentation & Survey:
Tuesday, June 4, 2013

53. Photo Credits
• http://www.flickr.com/photos/pagedooley/4757032987 (clouds)
• http://www.flickr.com/photos/zabowski/3430603734 (flipping the bird)
• http://www.flickr.com/photos/danielavladimirova/4679740934 (shhh)
• http://www.flickr.com/photos/markjsebastian/325820210 (internet research)
• http://www.flickr.com/photos/antonjackson/6897860342 (wrestlers)
• http://www.flickr.com/photos/malakhkelevra/4951863053/ (top secret)
• http://www.flickr.com/photos/gagilas/6974761035 (typing)
• http://www.flickr.com/photos/lincolnian/2341252716 (55)
• http://www.flickr.com/photos/lincolnian/863664806 (70)
• http://www.flickr.com/photos/big-ashb/7004347156 (57)
• http://www.flickr.com/photos/erix/55243213 (speakers)
• http://www.flickr.com/photos/therichbrooks/2600080329 (butterfly net)
Tuesday, June 4, 2013