How marketing, websites, social media, and search engine optimization have changed for small businesses in the last few years and how to become a thought leader in your industry.

1. By Marcy Mitchell
www.mtechbd.com
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2. 
Internet Marketing Consultant
◦ Owner of MTECH Internet Marketing- 17 years
 Web site development/ Search engine optimization
 Social Media
 Internet marketing consultant (PPC, SEO, Marketing plans)
◦ Internet Marketing Director for a number of leading
real estate firms & community websites
(DurangoDowntown.com & Pagosa.com)
◦ SBDC Business Advisor
◦ Certified Marketing for Smarties Coach
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3. 1.
2.
3.
4.
How has marketing changed?
How have websites changed?
How has search engine
optimization (SEO) changed?
Become a thought leader in your
industry.
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4. Mass marketing gets a 2% response rate. Attraction
Marketing gets 10x that rate. According to 2012 study, 1/3
of CMOs say that more than half of their budgets have
shifted from traditional to digital marketing in the past
year.
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5. 


90% of all Colorado businesses have less than
20 employees
70% embrace social media – Merchant Circle
45% of Owners spend 5+ hours per week on
marketing - Merchant Circle

SEO is most effective marketing channel

Facebook is most used social media tool
Top three online sales were direct visits, organic
search and paid search - Forrester report titled “The

Purchase Path of Online Buyers In 2012″
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6. 6

7. A.
B.
C.
D.
E.
F.
Start with the End in Mind
-Know Your Audience
Search & Social Integration
Blogs – Increased Relevancy &
Authority
Calls to Action (CTA) –
Targeted Landing Pages
Require More Involvement by
Owner
Responsive Design
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8. A.
B.
C.
D.
E.
F.
Social Media
Icons
Share Buttons
Like Boxes
YouTube videos
Email Sign Up
Boxes
Recent Blog
Posts
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9. 9

10. Sites with
Blogs Receive
55% more
Visitors
(Hubspot)
Integrate Into
Site with
Wordpress
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11. 


Google
Analytics
Installed on
every page
of your site
Track
visitors,
sources,
conversions
& more
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12. 
Compelling offers with Content (Videos, PDFs,Whitepapers,
Webinars)

Integrate into Customer Relationship Management (CRM) Salesforce.com, SugarCRM, Highrise, Internet Honey

Gravity Forms with WordPress, Google Analytics (simple)
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13. 13

14. 14

15. How Has SEO
Changed?
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16. 
SEO Always changing – 500
different factors in Google
algorithm

Relevance & Authority

Quality In-Bound Leads

Google and Bing include
social media results

Quality Content (via
updated web pages and
blog) are critical

Sites that do not show up on
mobile will not rank as high
(Responsive Design key)
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17. 
Signed in with Google – different results

Google/Bing keep track of “previous queries”

Google + and Google Places Merge

Facebook, Tweets & Linked-In included results

Web History

Geographic Position (identify IP address, map)

Social Media Connections (Google social
search, Bing integrates with Facebook)
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18. 1.
Create a niche
blog built into
your website.
2.
Answer
Questions on
Linked-in or
Facebook
Groups.
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19. 
Educate/Empower Your Customers
through Quality Content

Offer Exclusive Deals and Events for
Your Fans on Facebook or Linked-In

Identify and Reward Active
Participants that Post Photos,
Comments and Videos

Forget shameless self-promotion
(Share Other’s Content)
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20. Not only should you
provide content
updates through your
website and blog for
better SEO, you also
have to track
comments,
responses, and
customer feedback to
help guide your
content (i.e. Context)
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21. 


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Encourage Blog and Social Media
Feedback
PROMPT Responsive is Key
Many “Negatives” can be turned into
positives
Encourage Customers to be involved in
product launches or services.
Consider Forum or Twitter.
Be Honest & Transparent.
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22. 



Manages social
media profiles
(Twitter,
Facebook, LinkedIn)
Tracks mentions,
re-tweets, etc…
Schedule posts
Pro version gives
reports
$5.99/month
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23. •
•
•
•
•
Likes – a “thumbs up” helps boost the chance your
post will show on your fans feed
Shares –a fan re-posting your post to their wall for
all their friends to see is a very valuable form of
engagement
Comments –a comment / response to your post on
your page keeps people on your page
Watch what other people in the industry are
posting that is garnering enthusiasm
Research Industry Groups and Cross-Sell
Businesses and Start Dialoging on Facebook,
Twitter, Blogs, Linked-In.
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24. 



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Start with the Big Picture
and Integrate BRAND &
VALUE into every channel
(Social, SEO & Website)
LISTEN to the questions
your customers ask
TRACK Time and Cost
CONSISTENCY is Key
Work with Professionals
Who EMPOWER You
REACH OUT to others for
learning
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