This document summarizes a presentation on marketing for small businesses. It discusses selecting a marketing partner by finding the right fit in terms of size, goals, experience and personality. It also discusses getting started with social media by having a clear plan with objectives, consistency, creativity and commitment. Small businesses are advised to use a 70-20-10 rule for budgets, focusing most on proven tactics while also improving and testing new ideas. Managing social media requires moderating guidelines and deciding whether to do it in-house or hire help.

2. Marketing with Impact
For Small Business
Small Business Development Centers Conference
Monterey, October 27, 2011
© 2011 Whizbang

3. What You’re Going To Learn Today.
• How to pick a marketing partner. (Hint:
you got to kiss a lot of frogs.)
• Getting into social media. (Hint: don’t
have a social media presence if you’re
not going to be present.)
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4. My Story.
• Big agency
experience working
on national brands
for 18 years.
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5. My Story.
• Small agency
experience working
with local brands for
8 years.
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6. My Story.
• Both need big ideas
that get results!
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7. Small Business Guide to Selecting a
Marketing Partner.
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8. Are You Ready?
• A small business
check list:
– You have a
business plan.
– You know what
you want your
marketing to
achieve (besides
increasing sales).
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9. Are You Ready?
• A small business
check list:
– You have a
marketing budget.
– You have selected
someone in your
company who’s in
charge of
marketing.
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10. Let the Kissing of Frogs Begin.
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11. Finding Marketing Mr. or Mrs. Right.
• The right fit:
– Matching your size
and goals with
your marketing
partners
capabilities.
– Ongoing or project
or consulting
relationship.
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12. Finding Marketing Mr. or Mrs. Right.
• The right fit:
– Sole practitioner
vs. agency.
– Local or national
focus.
– Where you fit in
your marketing
partner’s roster of
clients.
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13. Finding Marketing Mr. or Mrs. Right.
• The right experience:
– Case studies.
– Client background.
– Do they walk the
talk. (results)
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14. Finding Marketing Mr. or Mrs. Right.
• The right personality:
– Who’s going to work
on your business?
– Would you have them
to your house for a
BBQ?
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15. Finding Marketing Mr. or Mrs. Right
• The right details:
– Billing.
– Mark-up.
– Ownership of
marketing
materials.
– File administration
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16. Ready to Make A Commitment?
• Date before you
commit.
• The RFP process.
– Scope of work.
– Timing.
– Etiquette.
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17. Final Thought.
• “Clients get the
advertising they
deserve.” – David
Ogilvy
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18. Questions?
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19. Small Business Guide to Going
Social.
© 2011 Whizbang

20. The Players
• Facebook
• LinkedIn
• Twitter
• YouTube
© 2011 Whizbang

21. Facebook
Where the masses meet.

22. Why Use It?
• The most popular social
media site with 800 million
users.
• 68% of U.S. Facebook users
said they were more likely to
buy on a positive Facebook
friend referral.
• Great for business to
consumer businesses and
building communities.

23. SLO County Stats.
• 60% of all businesses have a Facebook page,
on trend with national statistics.
• 51% of SLO County residents are on Facebook,
on trend with national statistics.
• 382 is the average number of “likes” per page,
well below the national average.

24. Twitter
Where the cool people meet.

25. Why Use It?
• Twitter ranks 9th in the world’s most popular sites.
• Connect with customers and potential customers, key media
influencers and monitor your business’ image online.
• Quickly share information.

26. SLO County Stats.
• Less than 1% of SLO County residents use
Twitter, compared with the 13% of all
Americans using Twitter.
• 471 is the average number of followers for
SLO County business Twitter users, above the
national norm of 400.

27. YouTube
Where people like to watch.

28. Why Use It?
• Connect with your customers, and potential customers and
bring your business to life with the power of video.
• Average person spends 15 minutes a day on YouTube.
• Increase your rank on Google. YouTube is now the 2nd
largest search engine.

29. SLO County Stats.
• 60% of SLO County businesses on YouTube
have less than 4,999 upload views.
• 122,165 is the average upload views for SLO
County business YouTube channels. The
national average for business YouTube
channel upload views in 715,951.

30. LinkedIn
Where business people meet.

31. Why Use It?
• The world’s largest professional network with
50 million users.
• To network with your customers, business
colleagues, vendors and other vital business
associations and groups.
• Salespeople thrive here.

32. Ready to Jump on The Social
Media Bandwagon?

33. Hold Your Social Media Horses.

34. First You Need a Plan.

35. Whizbang 4Cs.
• Clarity.
• Consistency.
• Creativity.
• Commitment.

36. Clarity.
• Clear budget.
• Clear objective.
• Create awareness.
• Increase sales.
• Market research.
• Customer service.
• Build your email list.
• Optimize other
marketing efforts.

37. Clarity.
• Clear strategy
– Who is your target audience?
– What do you want them to
do?
– How will you know that it is
working?
• Fans/followers
• Web traffic (Google
analytics)
• Sales
• Impressions
– What measurement tools will
you use?

38. Consistency.
• Consistent brand image.
• Consistent brand personality.
• Consistent posting presence.
• Hootesuite.
• Social oomph.
• Tweetdeck.

39. Creativity.
• Creativity with your content.
– Is your content relevant,
engaging, memorable and
actionable?
• Creativity promoting your
content.

40. Commitment.
• Commitment to social media success.
– Posting regularly.
– Engaging authentically (a two way conversation).
– Measuring often.
– Making adjustments.
– Rinse and repeat.

41. Social is Just One Tactic.

42. Don’t Put All Your Eggs in One Basket.
• Use the 70, 20, 10 rule.

43. Don’t Put All Your Eggs in One Basket.
• Use the 70, 20, 10 rule.
– 70% of budget/resources
goes to proven methods.

44. Don’t Put All Your Eggs in One Basket.
• Use the 70, 20, 10 rule.
– 20% goes to improving the ROI
of proven methods.

45. Don’t Put All Your Eggs in One Basket.
• Use the 70, 20, 10 rule.
– 10% on "wild skunk-work"
ideas.

46. Managing Your Social Presence.

47. Social Media Must Haves.
• Social media plan.

48. Social Media Must Haves.
• Administration rules:
– What do you do with positive
and negative comments?
– What do you do with off topic
conversations?
– What do you do with
questions you can’t answer?
– Who checks the wall and what
time?

49. Social Media Must Haves.
• Moderating
guidelines:
– Let your fans and
followers know
what is acceptable
and not acceptable
behavior.

50. Do It Yourself Or Hire Out?
• Pros
– More authentic
engagement.
– Faster response time.
• Cons
– Learning curve.
– Time suck.

51. Do It Yourself Or Hire Out?

52. Profile of a Social Media Superstar.*
• Humility
• Passion
• An inclusive attitude
• Engaging
• Deep niche knowledge
* Via Mari Smith http://www.marismith.com/ten-qualities-of-social-
media-superstars

53. Profile of a Social Media Superstar*.
• A prolific content producer
• Always add value
• 100% consistent
• A proven track record
* Via Mari Smith http://www.marismith.com/ten-qualities-of-
social-media-superstars

54. Questions?
© 2011 Whizbang

55. Thank You!
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