As a small business, deciding which online marketing channels to focus on can be a challenge. This presentation, conducted for the North East Canvas Products Association, discusses the various forms of online marketing available to small business, to help focus efforts to where marketing dollars can have the most impact for the company. This is a shortened version of the full presentation. For the full presentation, please contact me directly.

1. Marketing Your Small Business in the Digital Age
presented for
North East Canvas Products Association

2. 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 2
Copyright © 2013 108 degrees, llc. All rights reserved.

3. SEMINAR OVERVIEW
Today we will cover...
SOCIAL
EVOLUTION
MEDIA SOCIAL
OF SMALL
& YOUR MEDIA Q&A
BUSINESS
SMALL STRATEGIES
MARKETING
BUSINESS
MARKETING
YOUR BREAK RESOURCES CONCLUSION
BUSINESS
TODAY
BREAK HANDOUTS MUTE PHONE
5 minute break key slides provided in please turn off cell phones
network, stretch, hand in handout, full slides for the courtesy of other
questions for Q&A provided by email guests
Small Business Marketing
in the Digital Age 3
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4. MARKETING TODAY
A new era in small business marketing SEARCH
MARKETING
through ads and optimization
EMAIL
marketing that reaches all
customer types via
smartphones and computers
BLOGS
giving your company an
active voice and your
WEBSITE customers direct contact
interactive websites that
showcase products and
$
provide customer service
GROUP BUYING
building brand through
massive social promotion
SOCIAL MEDIA
connecting with customers
where they live and socialize
MOBILE
MARKETING
marketing via smartphones
for more accessibility to
WEBINARS & VIDEO customers and prospects
demonstrating products, showcase
features and meet with customers
and prospects
Small Business Marketing
in the Digital Age 4
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5. YOUR WEBSITE
Your home base online
Can prospects
easily contact
you from your
site?
How many
customers visit
your website
each month?
IT’S MORE THAN OFFER CUSTOMER V I S UA LS A R E
A BROCHURE INTERACTION IMPORTANT
Offer interactive options like Use a blog or integrate your social Poor quality images equate to a
product selectors/designers or media profile to allow customers to reputation for poor quality
video. communicate directly. workmanship. Put your best face
forward.
Small Business Marketing
in the Digital Age 5
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6. YOUR WEBSITE
Considerations
Adding Interactivity Monitoring Traffic
Photography Quality Contact Information
Small Business Marketing
in the Digital Age 6
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7. EMAIL MARKETING
A critical part of your marketing plan
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.
Small Business Marketing
in the Digital Age 7
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8. SEARCH MARKETING
Types of Search Marketing
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.
Small Business Marketing
in the Digital Age 8
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9. BLOG MARKETING
Communicate and share
PROVIDE INDUSTRY INFO BUILD CONVERSATION SEARCH BENEFITS
Blogs provide impor tant industr y Blogs allow you to have a dialogue with Blogs create fresh content regularly, which
information, showing your customers that you customers and prospects, answering help with search results.
are current and informed in your field their questions and sharing your
knowledge
Small Business Marketing
in the Digital Age 9
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10. GROUP BUYING
Social marketing for branding
I found a great deal
that I bought online!
We saw our friend’s
great bargain deal
and also purchased!
The word kept
spreading and we all
saw the deal too...
some of us bought it
as well!
The deal is over, but
the word has spread...
we will watch for that
company again!
GROUP BUYING BUILDS BRAND BEWARE YOUR AWESOME RESPONSE
Products and services are sold at a DEEP discount, but gaining a Frequently we hear stories of cupcake shops that can’t fill all the
customer provides opportunity to build further purchases and orders, or stores that run out of inventory. Decide carefully what
brand recognition via social media. you can fulfill and limit your offer accordingly.
Small Business Marketing
in the Digital Age 10
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11. MOBILE MARKETING
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.
Small Business Marketing
in the Digital Age 11
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12. VIDEO MARKETING
Some providers to consider
31% 24%
38%
53% 47%
62%
69% 76%
• YouTube
Owned by Google,
YouTube is the most-
• SKYPE
One of the top providers
of web conferencing
• Google+
Hangouts
Users of Google+ can
• Vimeo
The #1 alternative to
YouTube,Vimeo offers
watched video site on service, Skype allows free invite up to 10 people thousands of videos in
the planet. video chat between two into a ‘Hangout’ for a high definition.
• •
users. free video conference.
• •
Benefits Benefits
Videos are indexed by Benefits Benefits Vimeo is popular in
search engines for Simple, free download of Hangouts can be business circles as well
greater visibility. software allows for recorded as ‘Hangouts as entertainment.
instant video on Air’ for playback on
conferencing at no YouTube.
charge.
Small Business Marketing
in the Digital Age 12
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13. SOCIAL MEDIA MARKETING
Connecting with customers
?
WHAT IS IT? WHERE IS IT? WHO IS USING IT?
Social media refers to the interactions among Different types of social media include The internet usage effects of social media as of
people in which they create, share, exchange collaborative projects such as Wikipedia, blogs 2012 are, according to Nielsen, that internet
and comment contents among themselves in such as Blogger, social networking sites like users continue to spend more time in social
virtual communities and networks. Facebook, content communities like Youtube, media than any other site. The total time spent
and virtual worlds like Second Life. on social media in the U.S. across PC and
mobile devices was 121 billion minutes in July
2012.
Small Business Marketing
in the Digital Age 13
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14. TOP SOCIAL CHANNELS
For your Small business
LINKEDIN FACEBOOK GOOGLE+
While LinkedIn is not the largest network With nearly 1 billion users, this is the largest The newest player to the game, Google+ has only
with 200 million users, it is one of the most social media site available. While targeted mainly about 400 million users, however the integration
influential. LinkedIn users are professionals to consumers, businesses are able to reach out with Google Search and connection to the
and executives... decision-makers when it and connect via business pages. Android smartphone industry makes it a powerful
comes to purchasing. player.
Small Business Marketing
in the Digital Age 14
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15. APPLICATION
For small business
31% 24%
38%
62%
69% 76%
• Facebook
Build on your personal
connections and leverage
• LinkedIn
Build on professional connections and
utilize network tools to increase visibility
• Google+
Utilize network features, tools and
search engine integration to extend
human contacts to increase and reach. visibility and reach.
•
visibility and reach.
How does it help?
Your personal connections
• How does it help?
Connecting with other professionals helps
you find B2B sales, and referrals from
• How does it help?
Visibility across search results is
available for the profile or business
support your business through other like-minded businesses looking to page, and connection to the business
referral. connect. website within the network can also
boost search results.
Small Business Marketing
in the Digital Age 15
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16. BUILDING A SOLID STRATEGY
Social strategy for small business
200
150
100
50
0
• Foundation = Connections • Listen more, talk less.
Your social strategy starts with building Focus on listening to your customers
connections, personal and/or and what they want. (Remember Myopic
professional. It’s a network, so you Marketing?) Give them what they ask
need to network. Think of it like a for. Post frequently, but only with
dinner party or business social... you quality content.
have to connect with people to get
something out of it. • Share what is valuable.
Don’t worry about pushing your next
• It’s about Communication service special or trying to sell the
It’s NEVER about pushing or selling. latest product. Share information your
Your social presence is about audience finds valuable. Be interesting,
communication with your audience. be engaging, be enchanting.
The sales will come from knowing you
are there when they need you.
Small Business Marketing
in the Digital Age 16
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17. FACEBOOK STRATEGY
Personal and business strategy
Your Personal Profile Your Business Page
Build on your personal connections to foster and Create accessibility to customers and prospects so
grow business opportunities. that you can easily be contacted.
Let your friends know what you do, and offer them Provide customer service and build relationships to
the same promotions, specials and information you maintain existing accounts, and show prospects that
share with customers. you are available.
Your Goal
Your goal is to network, and build your relationships with customers and prospects.
Small Business Marketing
in the Digital Age 17
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18. LINKEDIN STRATEGY
Personal and business strategy
Your Professional Profile Your Company Page
Build on your current business connections from current and Create a page that showcases your company and portfolio of
past companies with a professional profile. Connect with work. Consider posting job opportunities to attract professionals to
colleagues, alumni and industry contacts. Build as wide of a your company that come by referral.
network as you can, while keeping it genuine.
Connect with people who follow your business, and support them
Professionals are looking for other professionals to connect with by following their company page in return.
and refer to. Karma rules here, so give in order to receive... that
includes recommendations, referrals and sharing knowledge.
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.
Small Business Marketing
in the Digital Age 18
Copyright © 2013 108 degrees, llc. All rights reserved.

19. GOOGLE+ STRATEGY
Personal and business strategy
Your Personal Profile Your Business Page
Connect with peers, colleagues and industry leaders Support SEO efforts for your personal identity, blog
to further knowledge and/or gain recognition for and/or website by providing/sharing relevant content
your expertise. and links.
Google+ is still a small network, making it much Remember that information on Google+ is indexed in
easier to access industry leaders who might not search, even if you do not have a lot of followers, the
otherwise have the time to connect with you on information will still have value in Search Results.
other networks.
Your Goal
Your goal is to showcase expertise and build recognition in your niche.
Small Business Marketing
in the Digital Age 19
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20. RESOURCES SOCIAL MEDIA
More information for marketing your small business right
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
Small Business Marketing
in the Digital Age 20
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21. RESOURCES FACEBOOK
Learn more about Facebook
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
Small Business Marketing
in the Digital Age 21
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22. RESOURCES LINKEDIN
Make better use of the network
Blogs
• windmillnetworking.com/blog/
This blog features articles from many
industry experts and covers all areas
of social media, as well as LinkedIn
Books
• Maximizing LinkedIn for Sales and
Social Media Marketing by Neal
Schaffer
Small Business Marketing
in the Digital Age 22
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23. RESOURCES GOOGLE+
Work with the innovators
People to Follow
• Denis Labelle
plus.google.com/+DenisLabelle/posts
Google team member who posts links to
videos, books and links regularly
• Mark Traphagen
plus.google.com/+MarkTraphagen/posts
Social media consultant who specializes in
Google+ and Authorship
Books
• What the Plus! by Guy Kawasaki
• Google+ for Dummies by Jesse Stay
Small Business Marketing
in the Digital Age 23
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24. NEED MORE?
If you need more help with your online marketing...
Contact 108 degrees
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Full service marketing solutions, for as much
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Small Business Marketing
in the Digital Age 24
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