The world of online marketing is a very competitive place. Without a proper plan, it is easy for your small business to get lost in the competition. How you think about marketing can affect your success.
Learn how to think about how to market your business, and how to target your message to grab your audience's attention.
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10 Must-Do Actions for Small Business to do to Beat your Competition
1. Dead Simple Internet Marketing™ Series
10 Must Do Actions for Your Small Business to
do to Beat Your Competition
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
Ask for a complementary consultation
8. 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
9. 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
10. The Good News vs. Big Biz
• You're a small
business
• You‟re nimble
• You're
adaptable
• Extra bit of TLC
14. 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.
18. Surveys
1. Survey your customers
2. Survey your prospects
3. Survey from a
purchased list (targeted
audience)
4. Use survey software
e.g.
SurveyMonkey, Consta
nt Contact
19. Past Sales
1. What sold the
best?
2. What sold the
least?
3. What products or
services have the
highest profits?
20. 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.
21. 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”.
29. 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
33. 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.
35. 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.
39. 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.
42. 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.
45. 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
46. 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
53. “…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
56. Create Great Email Content
• Feature article
e.g. “How to Use
Facebook for New
Business”
• Summarize your
blog posts
• Others’ content
• Make it personal
63. Cut Expenses?
Often when business
slows down the first
expense to be cut is
promotion.
Bad idea.
64. 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
82. 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
83. 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
86. Final Thoughts
Strive to be amazing
to work with & make
the services/products
you deliver beyond
outstanding.
87.
88.
89. Takeaways
Do some homework – surveys & research
Create a plan
Get content created
Get it out – email, website, social media
Regular review & adjust
Be the best you can
91. 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.