+

Social Media/Digital Marketing

for Small Businesshttp://bit.ly/SocMediaSeminar

Scott Barnett

scott@bizyhood.com

@scottabarnett

+Agenda

• Goals

• What is Social Media/Digital Marketing?

• Social Media/Digital Marketing tools/options

• Marketing “Tools”

• Case Study

• Q&A / Wrap-Up

• Websites • Email Marketing

• Social Media Sites • Search Engine Optimization (SEO)

• Review Sites • Advertising

• Loyalty / Referral Programs

+Goals

• Explain the different types of tools in the Digital Marketing

• How they work

• Why they are important

• Take the “mystery” out of Digital Marketing

• Give you a high level overview of the things you should know and think

about

• We can go deeper on any of these topics off-line

• Help you figure out how to make Digital Marketing as “easy” and as

regular a part of your customer outreach/communication as your

telephone.

+What is Social Media / Digital Marketing?

+What is Social Media / Digital Marketing?

• Marketing that makes use of electronic devices to

engage with stakeholders.

• Stakeholders communicate via many different

channels online (email, social media, review sites,

blogs, etc!)

• Massive shift from the “offline” world to the “online”

world (and now mobile)

+How Marketing Has Changed

Old School Marketing New School Marketing

+Digital Marketing - Websites

New Customers

Existing

Customers

+Digital Marketing - Websites

• Nearly 60% of very small businesses do NOT have a website!

• Migration from “informational” sites to “interactive” sites

• Ironically, cost to build is typically in line with how far up the interactive curve you want to go

• Also need to consider e-Commerce, Supply Chain, Customer Relationship Mgmt(CRM) and other automation that can save time

• First step – list out what the goals are of your website – what do you want to be able to accomplish with customers/partners?

• Keywords (Ubersuggest)

• Mobile Ready (e.g. Responsive)

+Building a Website - Options

• DIY sites

• Vertical focused sites

• More sophisticated platforms

• Hosting providers

• Hire a company/person to build it for you

+Blogging

• Not the same as a website!

• Fresh, dynamic content on areas you are an expert in

• This takes time and effort – and you need to be consistent

• Can help with Search Engine Optimization (SEO) – we’ll get

to this later

• Platforms like Disqus allow you to engage with your audience

+Search Engine Optimization (SEO)

New Customers

+Search Engine Optimization (SEO)

• “Natural” search – what comes up organically (what the search engines

think is the best answer to the question the user is posing)

• Google far and away the leader in this area. They change the rules ALL

THE TIME to keep people from “gaming” the results

• “Near Me” search – very relevant to businesses serving a local market

• Tip - https://adwords.google.com/KeywordPlanner

• Citations – Local SEO - Why they matter (and why you should care)

+Email Marketing

Existing

Customers

+Email Marketing

• Allows you to target your existing customers nicely via email

• Analytics to track opens / clicks / etc.

• Requires effort to curate your mailing list and create REGULAR content

• The “McDonalds” effect - You need to touch people regularly for outbound

marketing to have a measurable effect

• A/B Testing allows you to “try out” content and measure/gauge results

+Social Networking Sites

New Customers

Existing

Customers

+Social Networking Sites

• It’s not just Facebook! And it’s NOT free….

• Twitter, LinkedIn, Pinterest, Instagram, Snapchat and others

• There are pros/cons of each platform

• Why are you using it? What do you want to get out of it?

• What a Facebook “Like” or a “re-tweet” is really worth

• Reach of a Facebook post (< 5%)

• Half-life of a Facebook post (< 2 hours) or tweet (< 20 minutes)

+Social Media – Areas to Consider

• These sites will start costing you $$$. The less people on a site, the

easier it is to be heard for free. Once a site becomes popular, it gets

noisy and the site can start charging more.

• Spend time on each site as a USER - who they are targeting, what it’s

best used for, how they make $$$

• Keep up with changes

• Your best bet to help with SEO is Google (google.com/business)

+Online Review/Directory Sites

New Customers

Existing

Customers

+Online Review/Directory Sites

• Yelp, YP.com, Angie’s List, TripAdvisor, Google My Business

• These were built to serve the CONSUMER - not you

• You should respond to reviews

• Managing your NAP (Name/Address/Phone) contact details online

(Yext, SinglePlatform, Moz Local)

• They can help with SEO, but with varied results that you do not control

+Advertising

New Customers

+Advertising

• “I know at least half of my advertising budget works; I just don’t know which half.” -

Henry Ford

• Advertising is branding, not lead generation

• A variety of options - coupon sites (Groupon, LivingSocial), Review sites (Yelp,

Google, TripAdvisor), Online Advertising (Google AdWords, local advertising),

Traditional advertising (Yellow pages, hyperlocal newspaper, coupon clipper/circular)

• You will pay a bunch and it will be challenging to manage/measure

• You need a specific plan and consistency for this to work well. Every time you stop

one thing and start another, it’s like starting over.

+Loyalty / Referral Programs

Existing

Customers

+Loyalty / Referral Programs

Existing

Customers

A way to engage with your existing customers

Loyalty – typically points for frequent patronage

Referral – typically a bonus for referring friends and neighbors

Lots of online options – but understand the cost to manage/maintain

Managing and Measuring these are the biggest challenges. If you’re going to do it,

make sure you have ways to measure the effectiveness

+Tools for the Small Business Owner

• “Rental” SEO shops - MainStreetHub, WhiteSpark, etc - you will pay a

monthly fee (usually $200+) for them to manage this for you

• Vertical focused directories - will give you visibility, but no way to

manage your current customers

• Larger software suites (e.g. DemandForce, ExactTarget)

• Active presence and marketing tools offered by local publishers specific

to small businesses for building community and managing all the

aspects of a Social Media / Digital Marketing program

Existing

Customers

New Customers

+Bizyhood Plug!

New Customers

Existing

Customers

+Q&A and Contact Info

Scott Barnett

scott@bizyhood.com

@scottabarnett

@bizyhood

https://www.linkedin.com/in/scottbarnettnj

908-216-3026 (m)

Find this Presentation online! http://bit.ly/SocMediaSeminar