10 Must-Do Actions for Small Business to do to Beat your Competition
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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
- 5. More Leads? More Sales? Free Internet Marketing Analysis Doug Hay doug@doughayassoc.com Direct: 250-756-0306 Toll Free: 877-226-3823
- 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
- 11. The New Marketing Stop interrupting people and start engaging with them.
- 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.
- 16. 2. Research & Surveys Story of a restaurant who blew it
- 17. Correct Marketing Sequence 1. Research & Surveys 2. Prepare a plan 3. Execute 4. Monitor and adjust
- 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”.
- 23. The Green Positioning = More Ethical
- 24. Ongoing Surveys One of the best survey questions ever. To an existing customer: Would you refer us to someone else?
- 25. Pricing
- 26. Lowest Price Don‟t discount yourself out of business
- 27. Pricing Strategy You don‟t have to be cheaper than your competition
- 28. The Competition You can‟t beat your big competitors with lower prices!
- 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
- 31. Memo: A billion people search on Google every day
- 32. The Objective
- 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.
- 36. Organic Listings
- 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.
- 43. Keyword Research Buy your product Build SEO Friendly Site Lead Generation Optimize Site Register Site Back Links
- 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
- 48. Think Like a Publisher
- 50. Use Social Media Push out your content – blog posts, short messages, events, promotions, images
- 51. Email is Your Best Friend
- 52. “85% of internet users use email, vs. 62% who use social networking” - Study by Ipsos
- 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
- 54. Even Your Social Media Accounts Updates Use Email
- 55. Use Auto Responders • Welcome emails • Thank-you emails • Series emails
- 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
- 60. Focus on Quality
- 61. Under Promise, Over Deliver • • • • Better quality Longer-lasting Prompt delivery Fast response to issues • Better customer service
- 62. Bean Counters
- 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
- 67. Let Them Trust Your Business
- 75. Bottom of Web Page
- 79. Dr. Mercola
- 80. Referrals
- 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.
- 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
- 90. More Leads? More Sales? Free Internet Marketing Analysis Doug Hay doug@doughayassoc.com Direct: 250-756-0306 Toll Free: 877-226-3823
- 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.