Small Business Marketing in the Digital Age - National Association of Professional Organizers

Marketing Your Small Business in the Digital Age
presented for
National Association of Professional Organizers
Sunday, October 26, 14

WHERE IS YOUR MARKETING
What channels do you use to reach customers?
How can you use online marketing channels to reach MORE CUSTOMERS
and reach DEEPER into your existing customer base?
Small Business Marketing
in the Digital Age
3

SEMINAR OVERVIEW
Today we will cover...
in the Digital Age
4
EVOLUTION
OF SMALL
BUSINESS
MARKETING
MARKETING
YOUR
BUSINESS
TODAY
SOCIAL
MEDIA
& YOUR
SMALL
BUSINESS
BREAK
SOCIAL
MEDIA
STRATEGIES
RESOURCES
Q&A
CONCLUSION
NOTES
full slides provided by
email, provide your
business card or to me
email after presentation
MUTE PHONE
please turn off cell phones
for the courtesy of other
guests
BREAK
5 minute break
network, stretch, hand in
questions for Q&A

EVOLUTION
of small business marketing

MARKET CONDITIONS 60 YEARS AGO
The 1950’s
in the Digital Age
6
1 - POST WWII BABY BOOMERS
The post war era brought prosperity to the United
States, which ushered in an age of consumerism. The
children of this generation, the baby boomers, had
more opportunity to acquire possessions.
2 - GROWTH OF CONSUMERISM
As consumerism grew, the ability to house one’s
possessions became a concern. The self storage
industry, for businesses and consumers, takes hold.
3 - A CHANGE IN BEHAVIOR
Income level increases and access to more markets
globally changed the way that Americans buy and
retain possessions.

MARKETING 50 YEARS AGO
The 1960s
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7
1 - THE ERA OF ELVIS
As the King sings his way into America’s hears and the Beatles
come across the pond, we enter a new era of marketing
centered around this age of consumerism... outbound
marketing.
2 - THE 4 P’S
The marketing method of Product, Price, Promotion and Place is
the standard. This starts a new type of PUSH marketing that
allows small business to market directly to target customers.
3 - MARKETING MYOPIA THEORY
The concept of ‘selling products’ is replaced with the idea of
concentrating on meeting customer needs. This is the
birth of modern, customer-focused marketing that we use today.

The late 80’s to early 90’s
1 - FOREFRONT OF TECH MARKETING
Internet access is still a new technology, but the idea of trying new methods of delivery for marketing
messages is exciting. From fax promotions to email addresses, more opportunities are emerging.
in the Digital Age
8
2 - ONLINE BROCHURES
The early websites of the 1990’s are online brochures. With
basic product information, maybe some photos (very small),
these are the first attempts at reducing printing costs while
making info available to a wide audience.
3 - TRADITIONAL MARKETING’S ROLE
Since email is still relatively unheard of, traditional advertising
via Yellow Pages, print ads, broadcast and trade shows are the
best methods for small businesses.

Turn of the 21st Century
in the Digital Age
9
1 - ONLINE MARKETING EXPLODES
Websites are a necessary part of marketing, search
engines are the main way for businesses to find
information and suppliers.
2 - PRINT MARKETING COSTS RISE
Early websites are replacing brochures and email is
replacing printed mailings to reduce marketing costs for
small business.
3 - ONE SIDED MESSAGING
Despite all the technological advances of the last decade,
technology marketing still feels one-sided. Small business
can PUSH messages out to customers and prospects, but
hearing BACK is a challenge.

MARKETING TODAY
A new era in small business marketing
in the Digital Age
SEARCH
MARKETING
through ads and optimization
GROUP BUYING
building brand through
massive social promotion
10
WEBSITE
interactive websites that
showcase products and
provide customer service
SOCIAL MEDIA
connecting with customers
where they live and socialize
BLOGS
giving your company an
active voice and your
customers direct contact
EMAIL
marketing that reaches all
customer types via
smartphones and computers
MOBILE
MARKETING
marketing via smartphones
for more accessibility to
customers and prospects
WEBINARS & VIDEO
demonstrating products, showcase
features and meet with customers
and prospects
$

MARKETING
your small business today

in the Digital Age
25%
25%
25% 25%
YOUR MARKETING PLAN
What does your plan look like?
12
1. PRINT MARKETING
Brochures; business cards; print
ads; direct mail.
2. EVENT MARKETING
Trade shows and industry events.
3. ONLINE MARKETING
Website, email, search, social,
video.
4. MOBILE MARKETING
Mobile websites, mobile email
marketing, maps.
How often do you take the pulse
of your marketing efforts?

TRADITIONAL MARKETING
Balance your reach
in the Digital Age
13
• It should be part of your plan
While much of the world has gone digital, you
still need some aspects of traditional
marketing to meet your goals.
• It should not be your only effort
Limiting yourself to strictly offline channels
limits your reach to customers. You must be
online and be ACTIVE online to reach out to
your full market potential.
• It should not be the majority of
your expenditures
It is expensive.
It is often one-sided.
It is limited in reach.
• Signage and Trade Shows
The only traditional methods that still give
roughly the same pay off for the investment as
they have historically.

YOUR WEBSITE
Your home base online
How many
customers visit
your website
each month?
in the Digital Age
14
IT’S MORE THAN
A BROCHURE
Offer interactive options like
video, online assessments or
downloadables.
Can prospects
easily contact
you from your
site?
OFFER CUSTOMER
INTERACTION
Use a blog or integrate your social
media profile to allow customers to
communicate directly.
V I SUA L S A R E
IMPORTANT
Poor quality images equate to a
reputation for poor quality
work. Put your bes t face
forward.

YOUR WEBSITE
Considerations
in the Digital Age
15
Adding Interactivity Monitoring Traffic
Photographic Quality Contact Information

YOUR WEBSITE
Adding Interactivity
Make your site experience interesting for your visitors by incorporating interactive elements for them. This organizer greets the visitor with
a professionally produced video and offers downloadables to draw the visitor in and collect their email address.
in the Digital Age
16

YOUR WEBSITE
Monitoring traffic
in the Digital Age
17
Monitor your website traffic regularly, using a free tool like Google Analytics, to see how well your site is doing. Learn where your site
visitors are coming from, what pages they most prefer, and where they ‘fall off ’ or leave your site so you can try to capture their
information before they leave.

YOUR WEBSITE
Photographic Quality
From the perspective of a new customer, the quality of your work is only as good as the pictures you provide. Invest in a quality camera
and take the time to learn how to take a top quality photograph of your work. If you can afford it, consider hiring a professional
photographer to visit your installations and photograph them for you.
in the Digital Age
18

YOUR WEBSITE
Make sure they can contact you
A simple contact form that collects important information like the customer’s contact information is vital to lead follow up. Also be sure
the customer can easily find your contact information, including social media links, so that they can contact you for an immediate need.
in the Digital Age
19

EMAIL MARKETING
A critical part of your marketing plan
in the Digital Age
20
Although a well-established online
marketing tool, email marketing is not ‘old
school’. It is still the most effective way to
reach your customers and prospects.
• Customer email Addresses
Do you currently collect customer email
addresses?
• How Often Reach Out?
Outside of the sales process, how often do you
communicate with your customers?
• Promotional email
Do you offer periodic specials to encourage
repeat business?
• Drip Campaign
Stay on your customer’s radar screen by offering
regular information in their inbox.
• Cross Promote
Partner to gain exposure to new customers.

EMAIL MARKETING STATISTICS
Why small business should consider email marketing
in the Digital Age
OR DISCOUNT RECEIVED VIA EMAIL THE
8 OUT OF 10 RECEIVE
EMAILS IN PERSONAL
21
Coupon Users
Marketers
Recipients
Low Cost
MADE USE OF A COUPON
40% OF B2B MARKETERS RATED THE LEADS THEY GENERATED
THROUGH EMAIL MARKETING AS HIGH QUALITY LEADS
40% OF PEOPLE SURVEYED CLAIMED TO ENJOY RECEIVING WEEKLY
MARKETING EMAILS FROM BRANDS THEY LIKE AND DEAL SERVICES
0 20 40 60 80
7 IN 10
PRIOR WEEK/MONTH
ACCOUNT
Data provided courtesy of the 2012 Blue Kangaroo Survey on Marketing Emails and Software Advice Survey. Read
more email marketing statistics here.

SEARCH MARKETING
Can your customers find you?
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22
• Does your website rank?
Can customers and prospects
find you by your company name?
Or your product type? What
a bou t g eog r ap h i c - s p e c i fi c
searches?
• Search Engine Advertising
Have you tried advertising on
Google, Bing or Yahoo?
• Geolocation
If you have a store location, can
it be easily found on a map for
customers who need to visit you
or want to be sure you are local
to them?
http://youtu.be/QFLP7HD1s7k

SEARCH MARKETING
Types of Search Marketing
in the Digital Age
23
1. SEARCH ENGINE OPTIMIZATION
This involves managing your site’s content to ensure it
shows up in “organic” search results.
2. SEARCH ENGINE MARKETING
This is the purchase of advertising space on a search
engine, to ensure your site shows up in the top levels of
search.

SEARCH MARKETING STATISTICS
Why search is important for small business
in the Digital Age
58% OF SEARCHERS NEVER SCROLL PAST THE
24
searches
searchers
beginnings
local
56%
OF ALL SEARCHES
ARE FOR INFORMATION ABOUT PRODUCTS AND SERVICES
FIRST PAGE OF RESULTS
59% OF ONLINE EXPERIENCES (INCLUDING B2B
AND CONSIDERED PURCHASES) BEGIN WITH A
SEARCH ENGINE
61% OF NEW CUSTOMERS USE SEARCH TO
FIND A LOCAL BUSINESS
0 17.5 35 52.5 70
Data provided courtesy of the Business2Community.com website. Read more web search marketing statistics here.

BLOG MARKETING
Communicate and share
in the Digital Age
25
PROVIDE INDUSTRY INFO
B l o g s p rov i d e imp o r t a n t i n d u s t r y
information, showing your customers that you
are current and informed in your field
BUILD CONVERSATION
Blogs allow you to have a dialogue with
customers and prospects, answering
their questions and sharing your
knowledge
SEARCH BENEFITS
Blogs create fresh content regularly, which
help with search results.

BLOG MARKETING
Psychology Behind the Strategy
in the Digital Age
26
• Remember that many clients feel shame
or embarrassment about their perceived
failure. Your blog can reassure them that
you are a “safe” alternative to their
current situation.
• Clients may want to try organizing
themselves before they admit they need
help. Guide them through the process,
and give them confidence that when
they are ready, you are the right person
for them to call.
• While services may be local, blogs are
GLOBAL. You can reach a wider
audience with a blog than with local
marketing, which increases your overall
presence for the local market as well.

MOBILE MARKETING
in the Digital Age
27
2012 2013 2015
PREDICTIONS 46% of US consumers
own a smartphone
More people will use
mobile phones than
PCs to go online
One mobile device
for every person on
the planet
Mobile searches have
grown by 400% since 2010
61% of smartphone
users call a business after
searching, and 59% visit the
location
Why you need to think about mobile
Data provided courtesy of Google Engage for Agencies, American and Internet Life Project, Gartner and Cisco.

MOBILE MARKETING
in the Digital Age
28
What you can do to capitalize on the revolution
1 - CREATE A MOBILE SITE
If you don’t already have a mobile site, make sure
your site is mobile-enabled. Users want a site that is
easy to navigate and helps them find information
quickly.
2 - SEARCH OPTIMIZE FOR MOBILE
Make sure your contact information and location can
be found on mobile devices. If not, be sure your site is
listed with Google and other search engines.
3 - CONSIDER ADVERTISING
Advertising via mobile apps or search can help you
target the right customer when they are looking for
your help.

VIDEO MARKETING
Using Webinars and Video
in the Digital Age
29
• Educate your customer
If you have a product or service
t h a t r e q u i r e s c u s t ome r
instruction, using video allows
you to offer that information at
their convenience.
• Scheduling challenges
If you have a customer that is
hard to schedule for meetings,
using webinars allows for more
convenience
• A face to your business
Video gives your business a
human face that customers can
relate to. It builds your brand,
reinforcing your customer
service aspects.
http://youtu.be/ZD7T8GYBCZQ

VIDEO MARKETING
Some providers to consider
in the Digital Age
30
62%
38%
• YouTube
Owned by Google,
YouTube is the most-watched
video site on
the planet.
• Benefits
Videos are indexed by
search engines for
greater visibility.
31%
69% 76%
24%
53% 47%
• SKYPE
One of the top providers
of web conferencing
service, Skype allows free
video chat between two
users.
• Benefits
Simple, free download of
software allows for
instant video
conferencing at no
charge.
• Google+
Hangouts
Users of Google+ can
invite up to 10 people
into a ‘Hangout’ for a
free video conference.
• Benefits
Hangouts can be
recorded as ‘Hangouts
on Air’ for playback on
YouTube.
• Vimeo
The #1 alternative to
YouTube, Vimeo offers
thousands of videos in
high definition.
• Benefits
Vimeo is popular in
business circles as well
as entertainment.

SOCIAL MEDIA MARKETING
Connecting with customers
in the Digital Age
31
?
WHAT IS IT?
Social media refers to the interactions among
people in which they create, share, exchange
and comment contents among themselves in
virtual communities and networks.
WHERE IS IT?
Different types of social media include
collaborative projects such as Wikipedia, blogs
such as Blogger, social networking sites like
Facebook, content communities like Youtube,
and virtual worlds like Second Life.
WHO IS USING IT?
The internet usage effects of social media as of
2012 are, according to Nielsen, that internet
users continue to spend more time in social
media than any other site. The total time spent
on social media in the U.S. across PC and
mobile devices was 121 billion minutes in July
2012.

SOCIAL MEDIA MARKETING
Considerations for small business
in the Digital Age
32
SOCIAL
MEDIA
• Personal Presence
If you use any social networks for
personal use, what are they?
• Professional Presence
Do you only have personal profiles on
social sites, or also a business
presence?
• Contact Sphere
Do you work to actively increase your
contact sphere?
• Go Beyond PUSH Marketing
Do you reach out to interact with
customers and prospects? Do you ask
for thoughts, feedback and ideas?

SOCIAL MEDIA
And your small business

MANY SOCIAL CHANNELS
Many ways to be present online
in the Digital Age
36

TOP SOCIAL CHANNELS
For your Small business
in the Digital Age
37
LINKEDIN
While LinkedIn is not the largest network
with 300 million users, it is one of the most
influential. LinkedIn users are professionals
and executives... decision-makers when it
comes to purchasing.
FACEBOOK
With over 1 billion users, this is the largest
social media site available. While targeted mainly
to consumers, businesses are able to reach out
and connect via business pages.
PINTEREST
Pinterest has over 70 million users, 40 million of
which are active every month. 80% of these users
are female, which is important to note if that is
your customer demographic.

WHICH NETWORKS AND WHY
Why these channels for small business?
in the Digital Age
38
Facebook
Launched February 2004
Personal Connections = Information Sharing
Small business can leverage personal
connections to build a business presence.
Pinterest
Launched March 2010
Images and links are shared with followers
and/or publicly with Search.
Small business can benefit from the viral
nature of the platform, where users “pin” and
“repin” posts of interest.
LinkedIn
Launched May 2003
Concentrates on professional profiles and
business presence.
Small business executives can connect with
other professionals, including other business
owners and key decision makers.

APPLICATION
For small business
in the Digital Age
39
62%
38%
• Facebook
Build on your personal
connections and leverage
human contacts to increase
visibility and reach.
• How does it help?
Your personal connections
support your business through
referral.
31%
69% 76%
24%
• LinkedIn
Build on professional connections and
utilize network tools to increase visibility
and reach.
Connecting with other professionals helps
you find B2B sales, and referrals from
other like-minded businesses looking to
connect.
• Pinterest
Create boards about the topic areas
your clients are most interested in and
curate content that will spread virally.
Viral content spreads your brand
name across the network. Ensure that
some of the content you curate refers
to your own work.

SOCIAL MEDIA STRATEGIES
For your small business

BUILDING A SOLID STRATEGY
Social strategy for small business
200
150
100
50
in the Digital Age
41
0
• Foundation = Connections
Your social strategy star ts with building
connections, personal and/or professional. It’s a
network, so you need to network. Think of it like
a dinner party or business social... you have to
connect with people to get something out of it.
• It’s about Communication
It’s NEVER about pushing or selling. Your social
presence is about communication with your
audience. The sales will come from knowing you
are there when they need you.
• Listen more, talk less.
Focus on listening to your customers and what
they want. (Remember Myopic Marketing?) Give
them what they ask for. Post frequently, but only
with quality content.
• Share what is valuable.
Don’t worry about pushing your next service
special or trying to sell the latest product. Share
information your audience finds valuable. Be
interesting, be engaging, be enchanting.

FACEBOOK STRATEGY
Personal and business strategy
in the Digital Age
42
Your Personal Profile
Build on your personal connections to foster and
grow business opportunities.
Let your friends know what you do, and offer them
the same promotions, specials and information you
share with customers.
Your Business Page
Create accessibility to customers and prospects so
that you can easily be contacted.
Provide customer service and build relationships to
maintain existing accounts, and show prospects that
you are available.
Your Goal
Your goal is to network, and build your relationships with customers and prospects.

FACEBOOK BUSINESS PAGE
An example of an organizer/company
Your business page is a great place to showcase your work, connect with customers and create a recognizable brand for your business.
Check out the atlantic awning Facebook page at http://www.facebook.com/atlanticawning
in the Digital Age
43

LINKEDIN STRATEGY
in the Digital Age
44
Your Professional Profile
Build on your current business connections from current and
past companies with a professional profile. Connect with
colleagues, alumni and industry contacts. Build as wide of a
network as you can, while keeping it genuine.
Professionals are looking for other professionals to connect with
and refer to. Karma rules here, so give in order to receive... that
includes recommendations, referrals and sharing knowledge.
Your Company Page
Create a page that showcases your company and portfolio of
work. Consider posting job opportunities to attract professionals to
your company that come by referral.
Connect with people who follow your business, and support them
by following their company page in return.
Your Goal
Your goal is to extend your professional network and build connections
with people who will support your business, as you try to support theirs.

LINKEDIN PROFESSIONAL PROFILE
Create a professional online presence
Your professional profile in LinkedIn is judged by the content you provide. Use a professional looking head shot, well-written descriptions
and links to your best quality work online. The more professional the impression you give in your profile the more connection requests
you will receive.
in the Digital Age
45

PINTEREST STRATEGY
in the Digital Age
46
Your Personal Profile
Connect with peers, clients, colleagues and industry
leaders to curate content and spread your content
virally.
Pinterest is still a small network, so you will not have
the same widespread reach as with other platforms,
but it is very niche and targeted, so you will gain high
visibility with continued effort.
Your Business Profile
You can elect to use a business profile in addition to
or instead of a personal profile. Depending on how
you develop your brand, you may want both.
Your business brand can and should shamelessly self-promote
your own work, including testimonials and
blog posts.
Your Goal
Your goal is to build recognition in your niche and work toward viral content marketing.

PINTEREST PROFILE
Create a visual presence with viral capability
in the Digital Age
47
Your Pinterest Boards can be as varied in topic as are the interests of your clients. Including your blog in some boards, as well as
inspirational photos, quotes and ideas will draw Pinterest users to follow you.

RESOURCES
For more information

RESOURCES SOCIAL MEDIA
More information for marketing your small business right
in the Digital Age
49
Books
• Permission Marketing by Seth Godin
• Enchantment by Guy Kawasaki
• The New Relationship Marketing by
Mari Smith
• The Thank You Economy by Gary
Vaynerchuk
Websites
• Social Media Examiner
www.socialmediaexaminer.com
News, information and resources for
using social media more effectively
• Social Triggers
www.socialtriggers.com
Online marketing strategy

RESOURCES FACEBOOK
Learn more about Facebook
in the Digital Age
50
Facebook for Business
• www.facebook.com/business/overview
Learn the basics of setting up your
business page, connecting with people
and Facebook Advertising
Facebook Analytics
• www.inc.com/janine-popick/3-basics-of-
facebook-analytics.html
Learn more about how to analyze the
data Facebook provides

RESOURCES LINKEDIN
Make better use of the network
in the Digital Age
51
Blogs
• http://maximizesocialbusiness.com
This site offers information about
many social platforms, but is founded
by the top expert in LinkedIn
marketing, so has the most valuable
information about that platform
available.
Books
• Maximizing LinkedIn for Sales and
Social Media Marketing by Neal
Schaffer

RESOURCES PINTEREST
Work with the innovators
in the Digital Age
52
Books
• Pinterest Power by Jason Miles & Karen Lacey
People to Follow
• Peg Fitzpatrick
http://www.pinterest.com/pegfitzpatrick/
Social media strategies and leader of top level
teams for national and global brands, Peg is a
local NH resource with international reach.
• Cynthia Sanches
http://www.pinterest.com/CynthiaPins/
Pinterest guru who also offers information on
Instagram, Photography and other marketing
topics

? !
QUESTIONS & ANSWERS

NEED MORE?
If you need more help with your online marketing...
in the Digital Age
54
Website Design
Custom website design, including web
applications and ecommerce.
Email Marketing
Consulting, strategy and full-service
solutions.
Mobile Websites
Affordable mobile sites to enhance your
online presence.
Social Media Marketing
Full service marketing solutions, for as much
or as little as you need.
Marketing Consults
Private consults to help you determine your
strategy, path and best options.
Contact 108 degrees
tel 603.661.4087
email info@108degrees.com
web www.108degrees.com
www.facebook.com/108degrees
plus.google.com/+MaryAnnPfeiffer
www.linkedin.com/in/maryannpfeiffer
@108degreesmktg
Watch our Marketing Minute videos to learn
more about marketing your small business...
www.youtube.com/user/webdiva108

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