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MasterTechforBusiness
- 1. HOW SMBs CAN LEVERAGE TECHNOLOGY toGrow Their Business with Sandra Clayton [email protected] @SandraJClayton
- 2. Getting someone whohas a need to Know, Like, and Trust You and then to Try, Buy, and Refer You So What Is Marketing, Really?
- 3. How has marketingchanged today? Old New Broadcast Your Message Listen rather than broadcast TV, print, radio advertising Content, Social Media, Ads, Promoted Posts & Tweets Direct marketing Email marketing Push people or “outbound” lead generation Pull people in or “inbound” lead generation
- 4. What else haschanged? Consumers have adopted a research-and- validate mentality. They expect to find what they need. It’s more important than ever to: • Listen to your competition and to your audiences • Aggregate and interpret how customers can use information, rather than just inform them. • Show results and customer proof. • Think like publishers. • Have marketing and sales teams working together
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- 6. 6 Steps 1. Buildyour brand foundation 2. Focus on the entire customer experience 3. Create a strong content foundation 4. Get found online 5. Advertise and promote 6. Have a way to convert leads into sales
- 7. • Determine whatmakes you unique • Identify and narrowly define your ideal customer • Create buyer personas Step 1. Build a brand foundation
- 8. This is your idealclient Highly ProfitableSomewhat ProfitableBreak-evenNot Profitable Look at your highly profitable clients • Who has a need? • Look at the market potential and evaluate competition
- 9. Find out yourcore differentiators by asking clients Why did you hire us? What do we do better than others? What can we improve moving forward? What would you look for in a search engine? Will you continue using us? The answers will form the basis of your core message and future marketing.
- 10. Create buyer personas Nowthat you’ve defined your ideal customer in terms of profitability, revenue and overall value, it’s time to dig deeper and create profiles of individual people you want to reach.
- 11. Know Like Trust Try Buy Repeat & Refer Step2. Focus on great customer experiences The Marketing Funnel Awareness Evaluate Purchase
- 12. How will youmove people to Try, Buy, Repeat & Refer? Is there a low cost way people can experience you, like a free trial or consultation? How will you reinforce what you promised in Know, Like, and Trust? Do you have cross-selling set up? Do you have clear systems in place for working together? Fill in your gaps first before moving on.
- 13. Create content foreach stage of the buying cycle Know, Like Ebooks Videos Blog Trust Testimonials Case studies Newsletters Try Trials/Demos Case studies Comparisons Buy, Repeat New products In-depth blogs Step 3. Build a content foundation
- 14. • Repurpose everythinginto a Video, Local event, Slideshare, or Ebook • Use an editorial calendar • Focus on one theme each month • Aggregate, filter and share other people’s content Monthly Calendar
- 15. Blog Online PR Rich SocialProfiles Video Content Brand ed Conte nt Ratings/ Reviews Website Optimized Web Content Presentations COMPLETE WEB PRESENCE Content, Social Media and SEO all work together as one thing Focus on your Complete Web Presence Step 4. Get found online
- 16. 1. Create content,repurpose it and post it on Youtube and Slideshare. Get Google+ and Yelp reviews. 1. Then engage in social media and online PR. CONTENT SEO SOCIAL MEDIA
- 17. Your website isyour marketing hub Title: Dentist Stamford Greenwich Fairfield County Connecticut Meta Description: Meet Dr. Edward Shukovsky and his General and Cosmetic Dentistry practice in the Stamford, Fairfield County area. We offer porcelain dental veneers, Invisalign, teeth whitening and more. Facebook, Twitter and other social links integrate your website with your social media channels Slider contains satisfied patients. Messaging speaks to target audience by redefining the dental experience. Text is clear and easy to read Testimonials lend credibility and trust Tags have keyword phrases for SEO Strong CTAs move visitors through your sales funnel
- 18. Search has tofind your content People have to find your content • Make sure at least some of your content is keyword-rich • Help people find your content by writing guest posts, sharing on social media, commenting on blogs, online PR
- 19. Wrong Approach toKeywords Right Approach to Keywords Single keywords Long-tail keywords and phrases Exact match keywords Keyword buckets or themes Broad keywords, like “marketing” or “yoga” Keywords with user intent, such as “yoga poses for arthritis” Multiple keywords on one page One keyword per page Hundreds of keywords Narrowly focused set of keywords How do you create keyword-rich content?
- 20. Keyword Research Tools Keywordideas • Google’s Keyword Planner • Ubbersuggest • Keywordtool.io Analyze difficulty • SEMRush • Learn2Rank’s Keyword Inspector Competitor’s keywords • Google Keyword Planner • SEMRush • Keywordspy.com
- 21. Create content thatis worth sharing, and then advertise and promote your content (not your products or services). Step 5. Advertise and Promote Paid Ads Social Sharing, Online PR Feature on Website
- 22. Social Media Ads,such as Facebook Target by demographics, interests, lookalike audiences to ensure your ad will be seen by the people you want to click on it and are most likely to engage with your content. Search Ads Target by keyword Retargeted Ads Once someone has visited our website Paid Advertising
- 23. Share blog articlesand other content: 1. Tweet the article 2. Pin to Pinterest 3. Comment and share to Google+ 4. Share to LinkedIn connections and groups 5. Share to Facebook 6. Use Buffer or Hootsuite to schedule and share to unbranded Twitter, Google+ and LinkedIn profiles 7. Use Buffer or Hootsuite again to schedule additional tweets throughout the week. Social Sharing
- 24. Include a callto action to your content at the end of your blog posts Depending on blog topic, content can be Know, Like or Try, Buy Feature on company blog
- 25. Drive traffic fromto a landing page on your website Match landing page to ad Capture information and add to mailing list Track conversions Create landing pages for each ad, post, and CTA CTA Landing Page with lead capture form
- 26. Reach out tojournalists Use Google Alerts to find out when journalists are covering your topic, offer insights, comments Become a Go-To Source Online PR
- 27. • Sales cyclescan be short or long • Create and distribute content that builds more and more trust over the entire sales cycle • Engage and solve questions and challenges they have Step 6. Convert Leads to Sales
- 28. Marketing automation toolsto create and segment mailing lists: • Hubspot • Infusionsoft • AgileCRM • ACT • Zoho Campaigns Track email actions and clicks and then create email campaigns and sequences to nurture the relationship Continue educating and providing value How do you manage the selling process?
- 29. Ideal Clients Core Differentiators Personas Engaging, optimized integrated Focuson a theme for content Turn blogs into Ebooks Landing Pages Ads Sharing Online PR Use this to determine action steps. STRATEGY WEBSITE IN-DEPTH BLOG EBOOK PROMOTE What are your priorities right now?
- 30. [email protected] 646-780-9496 @SandraJClayton Free Brand Audit •A website evaluation and a guided summary about your marketing • Look at what you’re doing now and outline action steps • Go through the marketing system and apply it to your company