Digital Marketing for Small Business

1. Digital Marketingfor Small Business Jim Locke, Principal ResultWorx Technology Group

2. Do you market online NOW? Do you have a website? Do you have an e-mail newsletter? Do you have a blog? Are you active on any social networks? LinkedIn Facebook Twitter Other?

3. Some Interesting Facts Welcome to the Social Media Revolution!

5. 67% of users are active in a member community

6. 10% of all time on Internet is spent on social networks

7. 80% of companies use LinkedIn as a primary tool to find employees

8. 77% of all active Internet users regularly read blogs

9. 70% of consumers and businesses use search engines to find local businesses

11. Why Market Online? The Internet levels the playing field, providing broad market reach to all participants Low Cost Opportunities to educate and inform clients Good content improves search engine results Opportunities to establish yourself as an expert in your field

12. Outbound vs. Inbound Outbound Marketing Print, Radio, Television, Direct Mail, Pay-per-click Goal: Catch the customer’s eye Inbound Marketing Blogs, Social Media, E-mail, Video, Podcasts, Text Goal: Give the client valuable content that drives him to your site

13. Digital Marketing vs. SEO Digital Marketing More Science than Art Inexpensive Content Driven Easy to Maintain Can be self maintained Easier to Track Success Organic Search Results Search Engine Optimization More Art than Science Expensive Controlled by Large Companies Difficult to Maintain On-going professional maintenance required Difficult to track results

15. How do you market?

16. Getting Started… Reserve your “brand” name Manage your reputation Local Search Profiles and Pages Blogging E-mail Building Communities Internet Advertising

17. Reserve your “Brand” Names on social networks are going FAST! Reserve your business and personal brands Use a service like KnowEm to check name availability DO IT TODAY!

18. Manage your Reputation Do you know what others are saying about you and your business online? Google your name and business name Setup Google Alerts to monitor your reputation Use tools like SocialMentionto see what is being said about you on social networks Respond to positive and negative comments alike – It is considered Customer Service!

19. Local Search According to Google, 73% of all searches are related to local content 43% of Internet users search for local merchants when considering a purchase – ComScore Where can your business be found? Google Places, Yahoo Local, Bing Local Listings CitySearch, YellowPages.com

20. Profiles Establish profiles for yourself and your key employees on LinkedIn and Facebook Tip: Link to your website Tip: Get LinkedIn Recommendations Establish profiles (or pages) for your company on LinkedIn and Facebook Profiles should be similar on all services Building a Personal Identity Building a Corporate Identity

21. Company Pages Establish a page for your company on Facebook Your Facebook Page is a social gathering place for clients and customers Use invitations and short term pay-per-click ads to gather at least 25 “fans” quickly Get one TODAY, even if you don’t have a webpage! Establish a company profile on LinkedIn

22. Blogging Blogging is an excellent way to establish yourself as an expert and inform and educate clients Content may be syndicated to other sites (e.g. your website) which will improve your ability to be found easily on the Internet All blogs and websites should include an e-newsletter and RSS feed

23. Microblogging The most popular microblogging service is Twitter Twitter experts recommend that you update your status regularly Services like Twitterfeed and Ping.fm can make this easier and update multiple sites at once

24. E-mail An E-mail newsletter is very effective for driving traffic to your site. Utilize an e-mail news service to ensure compliance with the CAN-SPAM Act E-mail signatures Follow Me News Feeds from your blog

25. Building Community Use Facebook, LinkedIn or other platforms to build communities around issues or clients Allow clients to interact and support each other Provide information and guidance Communities can be open or closed

26. What about Pay per Click Ads? Pay per click (PPC) advertising (e.g. Google Adwords) is based on keywords Dominated by large companies Can be expensive If you get the right keywords, KEEP THEM! Only read by 25% of people who search the Internet Social Media PPC is a different ball game…

27. Social Media Advertising Targets people based more on who they are rather than what they are searching for. Sold on pay per click or impression basis Easy to measure and manage Run several campaigns in rotation and tweak Focus on a promotion, event, etc. Inexpensive – About 1/3 the cost of AdWords

28. Putting Social Media to Work Pick your tools carefully and integrate them into your work life; Start with Google Reader Hootsuite Delicious MailChimp Write once, syndicate the rest Limit the time you spend on social media Register for local search Measure your results

29. Resources Download the Digital Marketing Toolbar News, resources and information to get you started with Digital Marketing Download profile worksheets and presentations Learn about Digital Marketing “in plain English” Much more… Join our Digital Marketing Group on LinkedIn® Follow us on Facebookor Twitter

30. Questions Follow Us: Facebook.com/ResultWorx Twitter.com/ResultWorx ResultWorx.com Please feel free to contact us: Jim Locke (626) 689-4491 jlocke@ResultWorx.com