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What's Working for SMB Marketing in 2013

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Discover how small business can make the most of limited budgets, common and costly marketing mistakes to avoid, especially with Social Media, how webinars can be a successful part of your marketing mix, specific steps for a successful social media marketing plan and 7 "must-haves" for your marketing success plan for 2013

Interested in ReadyTalk for webinars? http://www.readytalk.com/products-services/webinars

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What's Working for SMB Marketing in 2013

  1. 1. Today’s Agenda – What’s Working in Small Business Marketing 2013• Survey of Trends What’s Working Now• How to Use Technology in Marketing• Content Marketing for 2013 and Beyond• Your Questions and “3 Must-Haves”
  2. 2. About Bob, SMB Marketing Survey• Bob Hanson, President, Quantum Leap Marketing, Inc.• Direct Response and Content Marketing for Clients since 1991, over $1.45 billion in sales leads created• Focus on Financial Services, High-Tech, and Marketing Verticals• Client Attraction Marketing System™• Survey completed January 2013, 269 Completes
  3. 3. 10% 20% 30% 40% 50% 60% 70% 80% 0% Ref errals Email Marketing©2012-2013 Quantum Leap Marketing Survey Partners or Af f iliates Simple Web Presence Website Marketing (SEO, PPC) Trade Shows or Live Seminars Social Media Marketing Content Marketing (Free Primary Ways of Marketing Today Report) Webinars, Online Seminars Direct Mail How Generating Leads Today? Telemarketing
  4. 4. How Measure Marketing Results? Measuring Marketing Effectiveness60%50%40%30%20%10%0% Number of Number of Total Revenue Number of Campaign ROI Cost Per Lead Dont Track, Leads Sales Generated Won Sales Dont Measure Generated Opportunities Opportunities Generated ©2012- 2013 Quantum Leap Marketing Survey
  5. 5. What Marketing Technologies for 2013? Online Marketing Technologies80%70%60%50%40%30%20%10%0% Website Social Media Marketing Management Pay-Per-Click Content Conf erencing (Google) Ads Webinars or Marketing Customer Email (CRM) Web ©2012- 2013 Quantum Leap Marketing Survey
  6. 6. What Social Media for 2013? Social Media Marketing Technologies90%80%70%60%50%40%30%20%10%0% Blogs Facebook YouTube LinkedIn Other Twitter Pinterest ©2012- 2013 Quantum Leap Marketing Survey
  7. 7. Snapshot from SurveyWhat’s Up, What’s Down, What’s Faster?• Email• Social Media• Websites and Website Marketing• Webinars• Direct Mail• Seminars/Trade Shows• 35% Review Marketing Plans Monthly• 32% Review Marketing Plans Quarterly©2012-2013 Quantum Leap Marketing Survey
  8. 8. Key Takeaways from Survey• Social Media Marketing on the Rise with SMB 2013 will be about ROI!!!©2012-2013 Quantum Leap Marketing Survey
  9. 9. How Get ROI from Social + All SMB Marketing in 2013• Engage Social + Online Marketing + Content Marketing• Importance of Compelling Content – Think “Narrowcasting”• The Way You Market Does Matter - Promotion• Online Events in the Marketing Mix©2012-2013 Quantum Leap Marketing Survey
  10. 10. 0% 10% 20% 30% 40% 50% 60% 70% 80% Generate Leads©2012 -2013 Quantum Leap Marketing Survey Educate Prospects, Customers Position Company in Market Nurture Existing Leads to Clients Objectives with Marketing Webinars Add New Prospects to Marketing Database Create Webinar Recording Content to Accomplish Many Objectives
  11. 11. 3 “Must-Haves” for Your 2013 Marketing Success Plan1) Targeted Content is Your (Social Media) Draw2) Funnel to Webinars in the Marketing Mix3) Shorter Cycles = 30 to 90 day marketing calendar©2012-2013 Quantum Leap Marketing Survey
  12. 12. MOIRA VETTER, CEO MODO MODO AGENCY- 25 Years B2B Marketing Experience…- Specialties: brand/valuation evolution, sales & marketing effectiveness, growth acceleration for complex businesses…- Executive Advisory Board American Marketing Association Atlanta, Board of Entrepreneur Advisors, Georgia Department of Education Marketing Cluster, Adjunct Faculty Kennesaw State University
  13. 13. 2013 Budget Trends• Zero-based budgeting has become sub-zero based budgeting• (If the business is large enough) Other people’s budgets – marketing automation in IT, Salesforce.com in the sales budget, signage or environmental graphics as a corporate expense.• Use extended family, interns and entry level staff for Social Media to keep budgets low.
  14. 14. Uses of Technology in Marketing• Rise of Marketing Automation usage like Pardot and Marketo. Measure all the time! Pardot is now month-to-month.• Marketing Automation enables you to build landing pages that integrate your online marketing with Web (without you having a Webmaster).• Integrate Marketing campaigns with high value content that captures information, encourage engagement and continue a dialogue.• HootSuite and other apps help you distribute from one site.• Net Promoter Score tools such as Listen360 enable you to incorporate customer surveys AND push Promoter feedback directly to Social media (without you having a Social Media person).©2012-2013 Quantum Leap Marketing Survey
  15. 15. Mistakes To Avoid in 2013• Unlimited online Advertising. Banner Advertising visibility is NOT the same as print Advertising.• Stop manually connecting the dots. Use marketing and sales automation now that the price point & complexity are accessible.• There are other parts of the marketing mix. Social Media alone, and email marketing alone will NOT get you the number of impressions, amount of engagement and actual credibility you need to CLOSE.©2012-2013 Quantum Leap Marketing Survey
  16. 16. 2 “Must-Haves” for Your 2013 Marketing Success Plan1) Social is most effective where buyers are impacted by Social Media (in the head space for influence while engaging with).2) Repurpose & integrate. Reuse topics covered in Webinars in ALL your marketing collateral, campaigns.
  17. 17. Webinar Series – “Cut through Clutter”• Products Company Understood the Power of Great Topics• Targeted Decision Makers for Its Products• Surveyed Decision Makers on “What are most pressing problems?”Results…• Survey Determined Top 3 Issues in Decision Makers Minds• Monthly Webinars on Top Issues with Outside Speakers (Including Top Blogger)• 5 Different Media Used to Drive Webinar Attendance• Sales increased 30% in 12 Months after Series Launch (Largely Drive by Webinar Leads)
  18. 18. Chris BaggottCEO & Co-Founder @ChrisBaggott @Compendium
  19. 19. “Content marketingis all the marketing that is left.” Seth Godin Best Selling Author
  20. 20. PersonasJill Brown Behaviors & Culture FearsSingle Working Mom • Slightly unorganized • Feeling unaccomplished • Very practical but easily flustered • Something bad happening • Honest and sincere to her son • Passionate • Getting off task“There is alwayssomething to be done. Ineed tasks to be simple Challenges Motivationsand easy so I can focus on • Managing multiple tasks at once • Checking things off her • Coping when “life” happens andthe more important goes against her “plan” “to-do” list • Quality time with her sonthings in life, like my son • Feeling accomplishedBrady.” Known Information: User Category: New Apartment Tenant Sample Search Queries Needs & Expectations Age: 38 • Apartments in safe • Simplicity neighborhoods • Race: White • Affordable apartments in Affordable housing options • Products and services that are Education: Associate St. Louis easy to understand and choose • How to downsize living space • Anything that is in the best Degree interest of her son Employment: Full time Household Income: $40,000 Family: Divorced, Single mother
  21. 21. Customer Engagement CycleStage Questions AskedAwareness How can I find/fix/help __________?Considerati What do I need to consider when purchasingon __________?Inquiry What options/solutions does this company offer?Purchase Why is it better to purchase from this company over another?Retention What would make me purchase from this company again?
  22. 22. Tyler Cole, 21 Jill Brown, 38 Kevin Rogers, 52College Student Single Working Mom Empty Nester
  23. 23. Topic Modeling
  24. 24. Topic Modeling
  25. 25. Most Popular Content Tactics
  26. 26. Editorial Calendar
  27. 27. FAQ
  28. 28. 3 “Must-Haves” for Your 2013 Marketing Success Plan1. Curate Internal Content2. Integrate all of your content marketing channels.3. Use content as DATA!
  29. 29. Recap: 7 “Must-Haves” for Your 2013 Marketing Success Plan1) Targeted Content is Your (Social Media) Draw2) Funnel to Webinars in the Marketing Mix3) Shorter Cycles = 30 to 90 day marketing calendar4) Social is the most effective where buyers are impacted by Social Media (in the head space for influence while engaging with)5) Repurpose & Integrate. Reuse topics covered in webinars in ALL your marketing collateral and campaigns.6) Curate internal content7) Integrate all of your content marketing channels8) Use content as DATA!
  30. 30. Have more questions? Chat “YES” to take a closer look at the ReadyTalk platform or start a 30 day Free Trial