Uploaded byAnyMeeting, Inc.
AnyMeeting Small Business Webinar Series: Digital Marketing for Small Business
The webinar covered tips for growing a small business through digital marketing and social media. It discussed developing buyer personas, trends in paid, owned, and earned media, and best practices for digital marketing channels like websites, blogs, email, SEO, social media, and video. It also covered creating engaging content, measuring effectiveness through metrics like leads and sales, and strengthening customer relationships through digital efforts.
AnyMeeting Small Business Webinar Series: Digital Marketing for Small Business
- 1. bringing the powerof online meetings to everyone Webinar: Tips for Growing Your Small Business with Digital Marketing and Social Media December 5, 2012
- 2. About Me What Ido: - Director of Marketing, AnyMeeting. - Accelerate growth through digital marketing, social media and PR. - Identify channels to reach, engage and convert customers. Worked with leading brands, start-ups and growth-stage firms: Speaking Credentials include:
- 3. Agenda • Where dowe start? • Focusing on the customer: developing buyer personas • Trends: paid, owned and earned media convergence • Review of digital marketing channels and best practices for small business • How to use social media to increase awareness—and transform your customer relationships • Four secrets to content success • Metrics and KPIs: How to measure the effectiveness and return on investment (ROI) of your small business marketing efforts •
- 5. Digital Media New Media? Social Media?
- 6. Know Your Customer New Media? Social Media?
- 7. Developing Buyer Personas •Buyers Success Factors • Rewards this buyer believes they will achieve by purchasing. • Perceived Barriers • Reasons to question the first question. • Buying Triggers • When looking for this product/service, what triggers buyer to act. • Decision Criteria • Which 3 benefits does buyer use to evaluate against competitors. • Buying Influencers • Is the buyer the decision maker? Who else is involved in the decision? • Resources Buyers Consult • Who does buyer rely on to make decision? (Other customers, blog, website)
- 8. Why Buyer Personas? UsingBuyer Personas provides benefits including: • Reveals a common point of view about customers’ goals and needs • Provides valuable insight into the motivations and personalities of specific buyers and users • Serves as a vehicle for helping develop an initial set of market requirements • Supports a process for prioritizing development efforts • Delivers insights into preferred marketing channels, marketing content and the context(s) for interaction
- 9. Why Buyer Personas? UsingBuyer Personas provides benefits including: • Reveals a common point of view about customers’ goals and needs • Provides valuable insight into the motivations and personalities of specific buyers and users • Serves as a vehicle for helping develop an initial set of market requirements • Supports a process for prioritizing development efforts • Delivers insights into preferred marketing channels, marketing content and the context(s) for interaction
- 10. Trends: Channel Convergence Digital Media New Media? Social Media?
- 11. Owned and EarnedMedia Goals • Visibility: Content across multiple online channels • Relevancy: Content found using targeted keywords in major search engines • Engagement: Audiences subscribe to content across multiple channels, comment, and contribute in generally positive tones • ROI = Return on Investment. Revenue generated is greater than cost to generate it
- 12. Digital Marketing Channels Your Website Blogs and Newswires Webinars Audio, Video and Webcasts Email Social Networks SEO Social Sharing
- 13. Websites website
- 14. Site Visits ImpactPerception “A short visit to your website can change a person’s perception of your company or products for better or worse.” - web usability expert Jakob Nielsen
- 15. Blogs and ContentMarketing blogs
- 16. What is ContentMarketing? blogs “… the art of understanding exactly what your prospects and customers need to know then delivering that content to them in a relevant and compelling way to grow your business”. - the Content Marketing Institute (CMI)
- 17. Blogs and ContentMarketing blogs
- 18. Webinars and ContentMarketing webinars
- 19. Email Marketing forSmall Biz What is your objective? • Customer Acquisition • Customer Retention email
- 20. Email Marketing forSmall Biz What is your objective? • Customer Acquisition • Customer Retention email What should you use email for? • Build Personal Relationships • Limit direct sales pitches • Provide content that is either educational or entertaining (or both)
- 21. Email Marketing forSmall Biz What is your objective? • Customer Acquisition • Customer Retention email What should you use email for? • Build Personal Relationships • Limit direct sales pitches • Provide content that is either educational or entertaining (or both) When to send? • Varies by industry • Perform tests for your business • Use common sense (don’t send business email on Friday at 5PM)
- 22. Email Marketing forSmall Biz What is your objective? • Customer Acquisition • Customer Retention email What should you use email for? • Build Personal Relationships • Limit direct sales pitches • Provide content that is either educational or entertaining (or both) When to send? • Varies by industry (Weekdays 12-4 PM have highest open rates) • Perform tests for your business • Use common sense (don’t send business email on Friday at 5PM) Tools and Formats? • Make it easy to unsubscribe • Ensure format looks good in most mail clients (and mobile)
- 23. Email Marketing forSmall Biz email
- 24. Email Marketing Evolved Bestpractices: • Use the “WIIFM” rule • Use the Five P’s for emotional response email 1. Positioning 2. Pain 3. Promise 4. Proof 5. Plan (course of action/call to action) • Create compelling headlines • Use words that trigger interest and emotion • “Secret”, “Breakthrough”, “Limited Time”, “7 Tips for”, “Imagine”, • Include images but ensure the message comes through if images are blocked • Continuously build your list • Integrate with other channels and drive traffic to your site • Test and measure – learn what works and stick with it.
- 25. SEO: Optimization vs.Marketing SEM SEO
- 26. SEO: An Example SEO
- 27. Choosing the "Right"Keywords SEO
- 28. Choosing the "Right"Keywords SEO
- 29. SEO SEO
- 30. SEO What is themagic formula? SEO
- 31. SEO: Get aGoogle+ Page SEO
- 32. SEO SEO
- 33. Social Sharing Sharing
- 34. 4 Secrets toContent Success Use the F.A.R.E. Content Model: • Frequent: Determine how often to post to each channel • Authentic: Ensure you are in integrity with your business and your customers. • Relevant: Choose keywords/phrases/topics that best describe what your target audiences are searching for most frequently. • Engaging: Create content that your target audiences will be most willing to invest their time in – (i.e. educational or entertaining or both!)
- 35. Social Sharing Sharing
- 36. Social Sharing Social
- 37. Social Networking Social
- 38. Social Networking Social
- 39. Social Networking Social
- 40. Social Networking Social
- 41. Social Networking Social
- 42. Social Networking IDG Study:95% of consumers use social media Social
- 43. Social Media: Whatto Post Create a social media posting schedule that is appropriate for your business… Social
- 44. Video Video
- 45. Video Video
- 46. Video in SocialMedia Video
- 47. Video in SocialMedia Video
- 48. Video in SocialMedia Video
- 49. Newswires Wire
- 50. Newswires Wire
- 51. Newswires Wire
- 52. Digital Marketing Channels Your Website Blogs and Newswires Webinars Audio, Video and Webcasts Email Social Networks SEO Social Sharing
- 53. Measurement and ROI Majorgoals: • Boost sales and brand awareness • Strengthen customer relationships and loyalty • Increase engagement and referrals Measure progress through: • Leads, sales or transactions • Positive ―chatter‖ • Increased traffic to website • Length of visit and repeat visit to website • Increased site registration for email newsletters • Search engine and other site referrals • Registrations for events • Requests for new products/services from existing clients • Referrals from existing clients and affiliates • Increases in media/blogger coverage
- 54. Q&A Chris Bechtel Director of Marketing, AnyMeeting Digital PR, Content Marketing and Social Media Strategist http://twitter.com/chrisbechtel http://twitter.com/anymeeting
- 55. bringing the powerof online meetings to everyone Sign-up Now