1. Drive Online Demand
Without Breaking
the Bank
Monday, November 15, 2010

2. What We’ll Cover
• How Things Have Changed
• WhyYou MUST Participate
• Why MOST SMB’s FAIL Online (so don’t)
• REPACA
• Real Results
Monday, November 15, 2010

3. How Things Have Changed
Monday, November 15, 2010

4. 1995-2005
Looks Are
Key
Looks
Gaming the search engines
Expensive customization
Ugly templates
Hosting
Monday, November 15, 2010

5. 2005-Present
Organic growth
Content creation
Affordable / beautiful templates
Inbound marketing
Local / social
Monday, November 15, 2010

6. Participate
You Must
Monday, November 15, 2010

7. When’s the last time you even
took a sales call?
• Outbound is disruptive
• Hated (by under 30 especially)
• Do you read unsolicited mail?
Monday, November 15, 2010

8. Inbound Leads Cost Less Money!
Monday, November 15, 2010

9. More Content = More Money
Monday, November 15, 2010

10. Blogging Wins
Monday, November 15, 2010

11. Why Most Fail
• Build a brochure
• Don’t seek help
• Use cheap family or friends
• Can’t “Find the Time”
• Mindset
• No strategy
Monday, November 15, 2010

12. The Basics
Website built on WordPress
Email @yourcompany.com
Twitter account
Google Alerts
Google Reader
Email marketing solution
Passion & Commitment
Monday, November 15, 2010

13. R.E.P.A.C.A.
The ultimate success formula
for driving demand online
Monday, November 15, 2010

14. Read in your industry
Blogs & newsletters (Feed Reader)
Books on marketing / web marketing
Online forums
Journals
Trade magazines
Monday, November 15, 2010

15. Engage in your market
Comment on others
Converse on Twitter
Get public speaking gigs
Network relentlessly
ASK for help
Pay for education
Monday, November 15, 2010

16. Publish relevant content
Write articles for trade magazines
Write blogs, reports, white papers
Share information on social networks
Write ebooks
Build newsletters
Monday, November 15, 2010

17. Amplify your content
Repurpose: EXAMPLE - Managing the Edge
videocast
Repurpose: 10 blog posts become ebook
Automate distribution to content outposts
Auto: tweet, blog, distribute, alert google
Monday, November 15, 2010

18. Convert Your Traffic
Use landing pages
Don’t make people surf! They will LEAVE
Define goals. What is a conversion:
✓ sign-up for email list / newsletter
✓ sale
✓ lead form
Monday, November 15, 2010

19. Analyze Your Results
Google analytics
What’s working - What’s not
What keyword searches are hitting your site?
Monday, November 15, 2010

20. Analyze Your Results
Monday, November 15, 2010

21. Resources
http://douglasEmitchell.com
http://createwowmarketing.com/small-business-association-social-media/
HubSpot.com
Books - http://astore.amazon.com/mitchellgroupbooks-20
✓ Inbound Marketing - Brian Halligan
✓ CRUSH IT! - GaryVaynerchuk
✓ Drive - Dan Pink
✓ The Four Steps to the Epiphany - Steven Gary Blank
Monday, November 15, 2010

22. Q & A
You can always reach me at
douglasEmitchell.com
Monday, November 15, 2010