More important than all the different marketing actions you should do are the ones that you really, really shouldn't be doing.
The internet has evolved significantly, and the best way to market your business online has also had to change to keep up. Learn what the 7 deadly sins of small business marketing are, and why you should be avoiding them at all costs.
Press Release Distribution Evolving with Digital Trends.pdf
The 7 Deadly Sins of Small Business Marketing
1. Dead Simple Internet Marketing™
The 7 Deadly Sins of Small Business
Marketing
Presenter: Doug Hay, CEO
2. Presenter: Doug Hay
• Early adopter of Internet
marketing & social media
• 30 year marketing veteran
• Sought after speaker presented at local, regional
and national conferences
• Lectured at two universities
for the Sales & Marketing
Executives program
4. Our Services For Small/Medium Biz
• Website design & programming
• Social Media consulting,
implementation & training
• Small business SEO – Search
Engine Optimization: Keywords,
link building & content creation.
• Press release writing, optimization
and reporting
• Blog set up, strategy, and training
• Email programs
• Online reputation management
• Video production & marketing
• Staff training
7. What is Marketing Anyway?
“Marketing is the
process of getting a
product or service from
a company to its end
customers from product
development through to
the final sale and post
purchase support.”
- Heidi Cohen
I love
Marketing!
8. Parts of Marketing
•
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•
•
•
•
Research
Surveys
Product design
Business model
Promotion
Design
Website
Social media
Sales training
•
•
•
•
•
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•
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Competitors
Target audiences
eMail
Sales
Customer service
Referrals
Advertising
Being profitable
29. Conversion Drives ROI
• Getting the user to
convert (make a
purchase, download
a case study, etc) is
what you are after.
• Use calls to action
to drive conversions.
30. Memo
If people can’t find
your website, a great
design won’t matter plus the biz goes to
your competition.
31. Organic Search Results
The ‘natural’ or
organic search results
that appear in the
main body of the
SERP (search engine
results page).
Paid ads appear in the
right column and
sometimes at the top.
35. SEO
Keywords
• Short for search engine
optimization.
• The process of
increasing the amount of
visitors to a website by
ranking high in the
search results of a
search engine.
36. SEO Objectives
1. Improve website search engine
rankings.
2. Interest visitors, hold their attention
and get them to convert.
38. Need a call to
action on landing
pages
Website
Visitors
Good
Offer
Sales
39. Calls to Action
Call Now!
888-888-8888
Connect with Us
Name: _______________
Email: ________________
Place
Order
Here
40. Quality Web Pages
The text for a web
page should:
• Get good rankings
in the search
engines
• Has to read well and
fully meet the
needs of the
visitors.
41. ROI For SEO
Can go through
the roof, shaming
just about every
other component
of your marketing
plan.
- Forrester Research
43. Content Marketing
“Content marketing is a
marketing technique of
creating and distributing
relevant and valuable
content to attract, acquire,
and engage a clearly
defined and understood
target audience – with the
objective of driving
profitable customer
action.”
Source: Content Marketing Institute
45. More than eight out of ten companies surveyed
said they were using some type of content
marketing to better engage with potential
and existing clients.
“The future of marketing is not about selling so
much as it is about engaging. This is what
resonates with customers and why marketers
have embraced content marketing in such
large numbers."
Source: Survey, conducted by HiveFire
46. You can buy attention
(advertising). You can beg for
attention from the media (PR).
You can bug people one at a
time to get attention (sales). Or
you can earn attention by
creating something interesting
and valuable and then
publishing it online for free.”
–David Meerman Scott, Best-Selling
Author & Speaker
47. Think Like a Publisher
Web site
Video
White
Papers
Blogs
Press
Releases
Emailed
Newsletters
Case
Studies
Audio
Articles
50. Blogs Outrank
Social Networks
for Consumer
Influence: New
Research
Social Media Examiner:
http://www.socialmediaexaminer.com/blogs-outrank-socialnetworks-for-consumer-influence-new-research/
51. Benefits of Blogging
• Get connected with
prospects
• Helps make your website
show up in Google
• Generates leads
• Key part of content marketing
• Use in Social Media
• Helps your reputation
management
• Allows you to connect with
influencers
• Tool to grow a following
• Low cost marketing
55. Social Media Stats:
• Website: Ana White Homemaker
• Facebook: (Under “Knock-off Wood”): 50,000 (2012) fans
• Twitter: 2,550 followers
• YouTube: 30 videos
Highlights:
• Ana White’s blog draws nearly three million unique page
views every month.
• 90-95% of her Facebook content comes from fans, and
she leaves it all public.
• Pinterest is the #1 referring site to her blog, bringing 6,000
unique visitors a day.
• In year two, the blog began bringing in enough advertising
revenue to support her family.
Source: http://www.socialmediaexaminer.com/how-alaskan-mom-brings-millions-to-her-carpentry-blog/ (2012)
56.
57. “Do you have advice for other women who
might aspire to a blog-to-book career like
yours?
I put 90% of my time into creating content and 10%
into other stuff like answering emails, social media,
and promoting posts. If I had started with the
opposite, just 10% on content and 90% on
promotion, I don’t think I would be here today. Try
to create content that’s so valuable it shares
itself, and then you can focus on doing what
you love.”
Read more: http://www.thegrindstone.com/2012/10/17/mentors/homemaker-anawhite-i-would-love-to-be-the-rachael-ray-of-diy-719/#ixzz2YT6TWQVQ
72. “Respondents spent more
time per week with email
than any other digital
activity—an hour more than
popular digital diversions
such as Facebook and
texting.”
- May 2013 survey of US internet users, conducted by ad agency The Buntin Group and
survey research firm Survey Sampling International
88. “Remember: social media is
social for a reason. These
networks were originally
created for humans to
interact with other humans,
not marketers to interact
with leads.”
- The Future of Social Media Marking according to HubSpot
89. Social Media Profiles
• Pick ones that
are relevant to
your business
• Use your
keywords
• Be consistent
90. “People buy from
people they like”
- Teana McDonald, founder of My Little
Diva Accessories, as quoted by The
Miami Herald
94. Better Financial Performance
• Significant positive
financial results for the
companies who have the
greatest breadth and
depth of social media
engagement.
Source: The
ENGAGEMENTdb study
(www.engagementdb.com)
95. Social Media is for Leads
and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
99. Consumer Generated Content
“We have officially lost control of when
and where our messages are being
consumed – a fact that would be obvious
if we looked at our own behavior. With the
ubiquity of social media and the instant
access provided by the Internet,
consumers are now in control of how
they interact with your brand.”
- Forbes, May 2013
107. Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
4. Customers are active on
the review site such as
Yelp or Google+
5. Customer posts a review
6. Avoid too many at one time
108. Use Social Media
• Authoritative
domains
• Push out your
content – blog
posts, video,
images
109.
110. You Want Citations
• “Citations are "mentions" of your business
name and address on other webpages, even if
there is no link to your website.
• “Citations are a key component of the ranking
algorithms of the major search engines. Other
factors being equal, businesses with a
greater number of citations will probably
rank higher than businesses with fewer
citations.”
– GetListed.org
130. Takeaways
Get your full team to embrace marketing
Have a great website
Create & publish quality content
Engage on social media
Know your target audiences
Keep stats and adjust for what works
133. Copyright Notice
All materials contained in these presentations
are protected by Canadian and United States
copyright law and may not be reproduced,
distributed, transmitted, displayed, published or
broadcast without the prior written permission of
Doug Hay.
The names of actual companies, products or
images mentioned herein may be the copyright
or trademarks of their respective owners.