The 7 Deadly Sins of Small Business

Marketing

Presenter: Doug Hay, CEO

Dead Simple Internet Marketing™

Presenter: Doug Hay

• Early adopter of Internet

marketing & social media

• 30 year marketing veteran

• Sought after speaker -

presented at local, regional

and national conferences

• Lectured at two universities

for the Sales & Marketing

Executives program

Presentation

Q & A

Ask for Slides

Agenda

1

2

3

Our Services For Small/Medium Biz

• Website design & programming

• Social Media consulting,

implementation & training

• Small business SEO – Search

Engine Optimization: Keywords,

link building & content creation.

• Press release writing, optimization

and reporting

• Blog set up, strategy, and training

• Email programs

• Online reputation management

• Video production & marketing

• Staff training

Doug Hay, CEO

1-877-226-3823 www.doughayassoc.com

doug@doughayassoc.com

Free Internet

Marketing Analysis

More Sales?

More Leads?

Not Embracing

Marketing

“Marketing is the

process of getting a

product or service from

a company to its end

customers from product

development through to

the final sale and post

purchase support.”- Heidi Cohen

What is Marketing Anyway?

I love

Marketing!

• Research

• Surveys

• Product design

• Business model

• Promotion

• Design

• Website

• Social media

• Sales training

Parts of Marketing

• Competitors

• Target audiences

• eMail

• Sales

• Customer service

• Referrals

• Advertising

• Being profitable

Image credit: www.technoligence.com/

Involve all your

team members in

marketing

Memo

Marketing Strategy

Research Plan Do ItTrack & Adjust

Marketing is an

Investment in your

success.

Don’t let your

accountant “save”

you into business

failure.

News Flash

Integrated

Marketing

Strategy

Integrated

Marketing

Strategy

Offline

Marketing

Email

Integrated

Marketing

Strategy

Offline

Marketing

Email

Integrated

Marketing

Strategy

Offline

Marketing

Referrals

Email

Integrated

Marketing

Strategy

Offline

Marketing

Referrals

Email

Integrated

Marketing

Strategy

Offline

Marketing

Web

SiteReferrals

Email

Integrated

Marketing

StrategyBlog &

Content

Offline

Marketing

Web

SiteReferrals

Email

Integrated

Marketing

Strategy

Social

Media

Blog &

Content

Offline

Marketing

Web

SiteReferrals

Brand

Brand

Brand

New Marketing

Brand

Brand

Brand

Brand

Brand

Brand

Not Having &

Optimizing A Website

Memo:

A billion people

search on Google

every day

Your

Web

Site

How can

our site get

found?

Users very rarely

go past page one

in their search

activities

Heads Up

Conversion Drives ROI

• Getting the user to

convert (make a

purchase, download

a case study, etc) is

what you are after.

• Use calls to action

to drive conversions.

If people can’t find

your website, a great

design won’t matter -

plus the biz goes to

your competition.

Memo

The ‘natural’ or

organic search results

that appear in the

main body of the

SERP (search engine

results page).

Paid ads appear in the

right column and

sometimes at the top.

Organic Search Results

#1 on

National

Search

Results

#1 on

Local

Search

Results

SEO

• Short for search engine

optimization.

• The process of

increasing the amount of

visitors to a website by

ranking high in the

search results of a

search engine.

Keywords

SEO Objectives

1. Improve website search engine

rankings.

2. Interest visitors, hold their attention

and get them to convert.

You can’t fool

Google with black

hat techniques.

Memo

Website

Visitors

Good Offer

Sales

Need a call to

action on landing

pages

Calls to Action

Call Now!

888-888-8888

Connect with UsName: _______________Email: ________________

Place

Order

Here

Quality Web Pages

The text for a web

page should:

• Get good rankings

in the search

engines

• Has to read well and

fully meet the

needs of the

visitors.

ROI For SEO

Can go through

the roof, shaming

just about every

other component

of your marketing

plan.

- Forrester Research

Not Creating Content

Like Blogs

Content Marketing

“Content marketing is a

marketing technique of

creating and distributing

relevant and valuable

content to attract, acquire,

and engage a clearly

defined and understood

target audience – with the

objective of driving

profitable customer

action.”Source: Content Marketing Institute

Inbound Marketing is More Effective

More than eight out of ten companies surveyed

said they were using some type of content

marketing to better engage with potential

and existing clients.

“The future of marketing is not about selling so

much as it is about engaging. This is what

resonates with customers and why marketers

have embraced content marketing in such

large numbers."

Source: Survey, conducted by HiveFire

You can buy attention

(advertising). You can beg for

attention from the media (PR).

You can bug people one at a

time to get attention (sales). Or

you can earn attention by

creating something interesting

and valuable and then

publishing it online for free.” –David Meerman Scott, Best-Selling

Author & Speaker

Think Like a Publisher

Web site

Video

White

PapersAudio

Emailed Newsletters

BlogsPress

Releases

Case Studies

Articles

Sales Funnel

Prospects Sales

Readers

Social Media Leads

Content Marketing

Blogs Newsletters

Technorati Media - 2013 Digital Influence Report

Blogs Outrank

Social Networks

for Consumer

Influence: New

Research

Social Media Examiner:

http://www.socialmediaexaminer.com/blogs-outrank-social-

networks-for-consumer-influence-new-research/

Benefits of Blogging

• Get connected with

prospects

• Helps make your website

show up in Google

• Generates leads

• Key part of content marketing

• Use in Social Media

• Helps your reputation

management

• Allows you to connect with

influencers

• Tool to grow a following

• Low cost marketing

SuccessBlogging

Daily Blog Posts by Email

Source: http://www.socialmediaexaminer.com/how-alaskan-mom-brings-millions-to-her-carpentry-blog/ (2012)

Social Media Stats:

• Website: Ana White Homemaker

• Facebook: (Under “Knock-off Wood”): 50,000 (2012) fans

• Twitter: 2,550 followers

• YouTube: 30 videos

Highlights:

• Ana White’s blog draws nearly three million unique page

views every month.

• 90-95% of her Facebook content comes from fans, and

she leaves it all public.

• Pinterest is the #1 referring site to her blog, bringing 6,000

unique visitors a day.

• In year two, the blog began bringing in enough advertising

revenue to support her family.

“Do you have advice for other women who

might aspire to a blog-to-book career like

yours?

I put 90% of my time into creating content and 10%

into other stuff like answering emails, social media,

and promoting posts. If I had started with the

opposite, just 10% on content and 90% on

promotion, I don’t think I would be here today. Try

to create content that’s so valuable it shares

itself, and then you can focus on doing what

you love.”

Read more: http://www.thegrindstone.com/2012/10/17/mentors/homemaker-ana-

white-i-would-love-to-be-the-rachael-ray-of-diy-719/#ixzz2YT6TWQVQ

Facebook Guru

Online Press

Releases

Video

Every minute users upload 20 hours of video.

Streams 100 million videos daily. #2 Search

Engine.

Webinars

Content is king Search Engines

• Search engines

will crawl your

website more

often if you have

a blog which is

updated regularly

Memo

Write great content for your target audience and the search engines will reward you!

Create Great Content by

Blogging

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

Blogging Attracts More

Visitors

Blogging Generates Leads

Thinking e-Mail is

“Old” Marketing

infographic from VisibleGains

“Respondents spent more

time per week with email

than any other digital

activity—an hour more than

popular digital diversions

such as Facebook and

texting.”

- May 2013 survey of US internet users, conducted by ad agency The Buntin Group and

survey research firm Survey Sampling International

Even Your Social Media

Accounts Updates Use Email

Discounts & Coupons

7 in 10 people say

they made use of a

coupon or discount

from a marketing

email in the prior

week.

- 2012 Blue Kangaroo Study

Create content

so valuable

that people will

rush to sign up

for your email

and tell their

friends.

Is it Valuable?

Great Email

Examples

Daily High Quality Content

Mari Smith’s Newsletter

3 Articles Written by Others

Make it Easy

to Subscribe

YOUR EMAIL

LIST IS GOLD

Ignoring Social Media

“Remember: social media is

social for a reason. These

networks were originally

created for humans to

interact with other humans,

not marketers to interact

with leads.”- The Future of Social Media Marking according to HubSpot

Social Media Profiles

• Pick ones that

are relevant to

your business

• Use your

keywords

• Be consistent

- Teana McDonald, founder of My Little

Diva Accessories, as quoted by The

Miami Herald

“People buy from

people they like”

Brand

Brand

Brand

New Marketing

Brand

Brand

Brand

Brand

Brand

Brand

Social Media Strategy

1. Research and listening

2. Create a content strategy

3. Choose tools & create content

4. Engage5. Measure

Deploy tools that

will be beneficial

to your business

vs.

“be everywhere”

strategy.

Better Financial Performance

• Significant positive

financial results for the

companies who have the

greatest breadth and

depth of social media

engagement. Source: The

ENGAGEMENTdb study

(www.engagementdb.com)

Social Media is for Leads

and Sales

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Social Media Marketing…

Givers Get

Ignoring Your

Online Reputation

Consumer Generated Content

“We have officially lost control of when

and where our messages are being

consumed – a fact that would be obvious

if we looked at our own behavior. With the

ubiquity of social media and the instant

access provided by the Internet,

consumers are now in control of how

they interact with your brand.”

- Forbes, May 2013

Still There After 2 Years

Search: sony vs lg flat screen tv

Online Reputationrch

Engines

Protect your

online

reputation by

publishing online

a variety of

content

Sequence of Getting Reviews

1. Great service/products

2. Great customer service

3. Customers willing to

recommend you - not fake

4. Customers are active on

the review site such as

Yelp or Google+

5. Customer posts a review

6. Avoid too many at one time

Use Social Media

• Authoritative

domains

• Push out your

content – blog

posts, video,

images

You Want Citations

• “Citations are "mentions" of your business

name and address on other webpages, even if

there is no link to your website.

• “Citations are a key component of the ranking

algorithms of the major search engines. Other

factors being equal, businesses with a

greater number of citations will probably

rank higher than businesses with fewer

citations.” – GetListed.org

Name, Address, Phone Number

NAP

NAP

NAP

NAP

Where to get Citations

• Chamber of Commerce

• Professional

Associations

• Online Yellow Pages

• Business Indexes

• Local Blogs

• Social Media

Register With Each

Search Engine

Register with

• Google+ Local

• Yahoo Local

• Bing Local

Answer or Not?

Public Relations 101:

You need to fill the

vacuum with

information that

forwards your position

Take notice –

they are the

#1 review

service

Yelp attracts tens of millions of

U.S. visitors each month.

Actions

1. Claim Your Listing

2. Encourage legit

reviews with active

Yelpers

3. Hold an Event (they

are active Yelpers)

Not Knowing Your

Buyer Personas

Your audience

Tell Your Story

• Analyze past sales

• Market research

• Surveys

• Ask sales staff

Who Are Your Buyers?

People Know Other People

What’s in

it for

them?

Not Keeping Stats

Measure

Takeaways

Have a great website

Get your full team to embrace marketing

Create & publish quality content

Know your target audiences

Engage on social media

Keep stats and adjust for what works

Doug Hay, CEO

1-877-226-3823 www.doughayassoc.com

doug@doughayassoc.com

Free Internet

Marketing Analysis

More Sales?

More Leads?

Copyright Notice

All materials contained in these presentations

are protected by Canadian and United States

copyright law and may not be reproduced,

distributed, transmitted, displayed, published or

broadcast without the prior written permission of

Doug Hay.

The names of actual companies, products or

images mentioned herein may be the copyright

or trademarks of their respective owners.