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Presentation made by the Arkansas State University Small Business and Technology Development Center to nursery businesses at the Arkansas Green Industries Association annual meeting Thursday, January 24th. Provided short overview of online marketing for small businesses
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Online Marketing Basics
Get the Basics
Arkansas Green Industry Association
The Opportunity…The Challenge
What is my MESSAGE? – Value Proposition
Who are My CUSTOMERS? Where do they LEARN ABOUT ME? What MATTERS to my Customers? What is my SALES FUNNEL?
Marketing Plan
Getting the Word Out
Where we create content to FEED our Blog
Create Content in a Form Customers Want
Post it on a site that search engines can index
Spread the word on the RIGHT Channels
First Things First: Website If a Local Business – Claim Local Listings Leverage E-Mail to connect with customers
Develop a Buyer Persona to target best customer Determine what is important to that segment
Set Up Monitoring Platforms Determine the RIGHT social networks Determine the RIGHT type of Content Start Delivering Good Content they VALUE Find tools to make your Online Marketing
Easier
Where to Start
Educates Informs Entertains Provides Value Builds Trust Creates Relationships…then SELLS……
What is Good Content
Video Images, pictures – Articles Infographics eBooks/White Papers Webinars Podcasts Coupons/discounts/special offers
How to Spread Content
Know how subscribers in different networks PREFER to receive your content
Slideshare.com upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience
Animoto.com Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans.
Storify.com Online curation site bring information from Google, Facebook, Twitter, YouTube, Instagram and more. Perfect for quick creation of information in appealing format.
YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites.
Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content”
Tools to Create Content
Hootsuite.com Buffer.com Tweetdeck.com Facebook Page Scheduler
Read all about these and other scheduling tools at our Storify article “Scheduling Tools for Beginners”
Tools to Save Time
How is Social Media Used?
• Customer Service• Product/service
feedback• Industry networking• Promotions/Contests• News, company
updates• Internal Collaboration
Creating a Social Media Plan
STEPS Pre-planning Listen to the conversations Create TARGET profile Set Specific Goals Join Conversation Measure Return
Step 1 PreplanningWhat are your CURRENT Channels?
E-Mail?
Websites
Direct Mail
Newsletters
Step 2 Listen to the Conversation
Secure your brand on social platforms Blogs, twitter,
Facebook, LinkedIn Usernames unique Try to be consistent
Set up monitoring platforms Google Alerts SocialMention.com Technorati Twitter Search
Monitoring Tools
Listen to the conversations! Read detailed “How To” set up at our storify posts http://storify.com/asbtdc_asu/monitoring
http://addictomatic.com/
https://twitter.com/search
http://www.socialmention.com/
http://www.google.com/alerts
Follow your competition on social media See what networks they use Evaluate how they connect Evaluate “value” they add to customers Reactions of followers, fans, subscribers, etc.
STEAL What works! AVOID what isn’t working
Industrial Espionage
Step 3 Create Target Profile
Find KEY attributes by Listening Chart out their presence in
social media Market Segmentation
Demographic Geographic Psychographic Behavioristic
Continue to gather customer information along the way
Get detailed user data for 2012 at the ASU SBTDC Pinterest Site at our Social Network Stats 2012!
Exactly Who Uses Social Networks? Are they my Potential Customers?
http://pinterest.com/astatesbdc/
Step 4 Set Specific Goals
Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues
Step 5 – Join the Conversation
Establish an Editorial Calendar Choose schedule for days you
will post Keeps on Track & Organize
Content Consistency Helps when you need Content
Ideas
E-mail [email protected] Facebook http://www.facebook.com/asu.sbtdc Facebook http://www.facebook.com/herb.lawrence Twitter http://www.twitter.com/asbtdc_asu LinkedIn http://www.linkedin.com/in/asusbtdc Pinterest http://pinterest.com/astatesbdc/ Google Plus https://
plus.google.com/u/0/116773498364928584762/posts
Oh… or call me (870) 972-3517 Download this PowerPoint for links at:http://www.astate.edu/a/sbtdc/
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