Date post: | 22-Jan-2015 |
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10 Must Do Actions for Your Small Business to do to Beat Your CompetitionPresenter: Doug Hay, CEO
Dead Simple Internet Marketing™ Series
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
Presentation
Q & A
Ask for Slides
Agenda
1
2
3
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
Ask for a complementary consultation
Doug [email protected]
Direct: 250-756-0306 Toll Free: 877-226-3823
Free Internet
Marketing Analysis
More Sales?
More Leads?
The Marketing Viewpoint
1
Marketing
Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers. - Wikipedia
The Marketing Cycle
• Determine customer needs • New products or services are
developed• Prices are set• Distribution in place• Promotion of all kinds to
create demand• Sell: Satisfy customer needs• Measure and adjust
The Good News vs. Big Biz
• You're a small business
• You’re nimble• You're
adaptable• Extra bit of TLC
The New Marketing
Stop interrupting people and start engaging with them.
Image credit: http://www.gapingvoid.com
Brand
Brand
Brand
New Marketing
Brand
Brand
Brand
Brand
Brand
Brand
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.
Research & Surveys
2
2. Research & Surveys
Story of a restaurant who blew it
Correct Marketing Sequence
1. Research & Surveys2. Prepare a plan
3. Execute4. Monitor and adjust
Surveys
1. Survey your customers2. Survey your prospects3. Survey from a
purchased list (targeted audience)
4. Use survey software e.g. SurveyMonkey, Constant Contact
Past Sales
1. What sold the best?
2. What sold the least?
3. What products or services have the highest profits?
Get Hot Buttons From Surveys
• A hot button is a cue that triggers an emotion in a prospective buyer that causes that person to buy that product.
• It's a cue that causes a person to buy something or to execute some action--like purchasing something you're selling.
• A hot button is an emotional pull, or even a statement that makes the earth move for someone.
• It's how you talk about your product or service and speak directly to a customer's needs in terms of his or her personal buying motivations.
Use the Hot Buttons
• From Surveys you got buttons
• E.g. for a dentist in Seattle a keyword would be “Dentist Seattle” but the hot button might be “A Beautiful Smile”.
The Green Positioning = More Ethical
Ongoing Surveys
One of the best survey questions ever.
To an existing customer:
Would you refer us to someone else?
Pricing
3
Lowest Price
Don’t discount yourself out of business
Pricing Strategy
You don’t have to be cheaper than your competition
The Competition
You can’t beat your big competitors with lower prices!
The Solution
• Provide high quality, personal service
• Change your product line - different than big competitors
• Add services – supply and install• Do services only e.g. hardwood
flooring installer
Make Your Website Visible
4
Memo:
A billion people search on Google every day
The Objective
SEO
• 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.
Internet searchers rarely look beyond the
first page
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.
Organic Search Results
OrganicListings
#1 on National Search Results
#1 on LocalSearch Results
Think Like Google (it pays)
• Google is a giant advertising platform - but needs people to see the ads.
• Google’s goal is to deliver relevant search results – not spam.
• If the searcher finds what they were looking for – they will continue using Google as a search engine.
Website
VisitorsGood Offer Sales
Successful SEO
• The site itself must be optimized– Key word research and content strategy– Write new content for web pages using key
words– Design, programming, tags, etc per the
strategy and key words• Link building with new editorial content
(blog, press releases, articles) which Google places heavy emphasis on.
Keyword Research
Build SEO Friendly Site
Optimize Site
Back LinksRegister Site
Lead Generation
Buy your
product
Content Marketing
5
Customers Have Choices
• Ads rate low in trust factor
• Junk mail is just that
• Newspapers are disappearing
• Skip TV ads with mute or a DVR
Enter 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
Think Like a Publisher
Sales Funnel
Prospects Sales
ReadersComputers Leads
Content MarketingBlogs Newsletters
Use Social Media
Push out your content – blog posts, short messages, events, promotions, images
Email is Your Best Friend
6
“85% of internet users use email, vs. 62% who use social networking”
- Study by Ipsos
“…when a group of small-business owners were recently asked which marketing activities they find most effective, 83 percent had email marketing at the top of their lists.
“Email remains the preferred method of communication among consumers.” - Open Forum from American Express
Even Your Social Media Accounts Updates Use Email
Use Auto Responders
• Welcome emails
• Thank-you emails
• Series emails
Create Great Email Content
• Feature article e.g. “How to Use Facebook for New Business”
• Summarize your blog posts
• Others’ content• Make it personal
Email Promoting Video
Grow Your Email List
Focus on Quality
7
Under Promise, Over Deliver
• Better quality• Longer-lasting• Prompt delivery• Fast response
to issues• Better customer
service
Bean Counters
8
Cut Expenses?
Often when business slows down the first expense to be cut is promotion.
Bad idea.
Reducing Promo Budgets?
“I avoid clients for whom advertising is only a marginal factor in their marketing mix.
“They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.” – David Ogilvy, Advertising Visionary
Source: Wikipedia
Let Them Trust Your Business
9
Trust Factors (Badges)
Gain Prospect’s Trust
Bottom of Web Page
Dr. Mercola
Referrals
10
Benefits of Referrals
It’s easier to get an appointment with a referral
You get “trust” much faster
Often it’s easier to close the sale.
Price is generally less of an issue
Steps in Referrals
• Ensure customers are delighted with your services or products
• Emphasis on customer service
• Aim to exceed client’s expectations
• Ask for referrals
• Ask for testimonials
Putting it all Together
10½
IntegratedMarketingStrategy
SocialMedia
Blog & ContentCreation
OfflineMarketing
WebSite
Referrals
Strive to be amazing to work with & make the services/products you deliver beyond outstanding.
Final Thoughts
Takeaways
Create a plan
Do some homework – surveys & research
Get content created
Regular review & adjust
Get it out – email, website, social media
Be the best you can
Doug [email protected]
Direct: 250-756-0306 Toll Free: 877-226-3823
Free Internet
Marketing Analysis
More Sales?
More Leads?
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.