Marketing with Impact for Small Business
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Transcript of Marketing with Impact for Small Business
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© 2011 Whizbang
Marketing with ImpactFor Small Business
Small Business Development Centers Conference Monterey, October 27, 2011
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© 2011 Whizbang
What You’re Going To Learn Today.
• How to pick a marketing partner. (Hint: you got to kiss a lot of frogs.)
• Getting into social media. (Hint: don’t have a social media presence if you’re not going to be present.)
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© 2011 Whizbang
My Story.
• Big agency experience working on national brands for 18 years.
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© 2011 Whizbang
My Story.
• Small agency experience working with local brands for 8 years.
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© 2011 Whizbang
My Story.
• Both need big ideas that get results!
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© 2011 Whizbang
Small Business Guide to Selecting a Marketing Partner.
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© 2011 Whizbang
Are You Ready?
• A small business check list:– You have a
business plan.– You know what
you want your marketing to achieve (besides increasing sales).
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© 2011 Whizbang
Are You Ready?
• A small business check list:– You have a
marketing budget.– You have selected
someone in your company who’s in charge of marketing.
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© 2011 Whizbang
Let the Kissing of Frogs Begin.
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© 2011 Whizbang
Finding Marketing Mr. or Mrs. Right.
• The right fit:– Matching your size
and goals with your marketing partners capabilities.
– Ongoing or project or consulting relationship.
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© 2011 Whizbang
Finding Marketing Mr. or Mrs. Right.
• The right fit:– Sole practitioner
vs. agency.– Local or national
focus.– Where you fit in
your marketing partner’s roster of clients.
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© 2011 Whizbang
Finding Marketing Mr. or Mrs. Right.
• The right experience:– Case studies.– Client background.– Do they walk the
talk. (results)
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© 2011 Whizbang
Finding Marketing Mr. or Mrs. Right.
• The right personality:– Who’s going to work
on your business?– Would you have them
to your house for a BBQ?
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© 2011 Whizbang
Finding Marketing Mr. or Mrs. Right
• The right details:– Billing.– Mark-up.– Ownership of
marketing materials.
– File administration
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© 2011 Whizbang
Ready to Make A Commitment?
• Date before you commit.
• The RFP process.– Scope of work.– Timing.– Etiquette.
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© 2011 Whizbang
Final Thought.
• “Clients get the advertising they deserve.” – David Ogilvy
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© 2011 Whizbang
Questions?
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© 2011 Whizbang
Small Business Guide to Going Social.
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© 2011 Whizbang
The Players
• YouTube
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Where the masses meet.
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Why Use It?
• The most popular social media site with 800 million users.
• 68% of U.S. Facebook users said they were more likely to buy on a positive Facebook friend referral.
• Great for business to consumer businesses and building communities.
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SLO County Stats.
• 60% of all businesses have a Facebook page, on trend with national statistics.
• 51% of SLO County residents are on Facebook, on trend with national statistics.
• 382 is the average number of “likes” per page, well below the national average.
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TwitterWhere the cool people meet.
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Why Use It?
• Twitter ranks 9th in the world’s most popular sites.• Connect with customers and potential customers, key media
influencers and monitor your business’ image online.• Quickly share information.
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SLO County Stats.
• Less than 1% of SLO County residents use Twitter, compared with the 13% of all Americans using Twitter.
• 471 is the average number of followers for SLO County business Twitter users, above the national norm of 400.
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YouTubeWhere people like to watch.
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Why Use It?
• Connect with your customers, and potential customers and bring your business to life with the power of video.
• Average person spends 15 minutes a day on YouTube.• Increase your rank on Google. YouTube is now the 2nd
largest search engine.
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SLO County Stats.
• 60% of SLO County businesses on YouTube have less than 4,999 upload views.
• 122,165 is the average upload views for SLO County business YouTube channels. The national average for business YouTube channel upload views in 715,951.
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LinkedInWhere business people meet.
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Why Use It?
• The world’s largest professional network with 50 million users.
• To network with your customers, business colleagues, vendors and other vital business associations and groups.
• Salespeople thrive here.
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Ready to Jump on The Social Media Bandwagon?
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Hold Your Social Media Horses.
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First You Need a Plan.
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Whizbang 4Cs.
• Clarity.• Consistency.• Creativity.• Commitment.
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Clarity.
• Clear budget.• Clear objective.
• Create awareness.• Increase sales.• Market research.• Customer service.• Build your email list.• Optimize other
marketing efforts.
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Clarity.
• Clear strategy– Who is your target audience?– What do you want them to
do?– How will you know that it is
working?• Fans/followers• Web traffic (Google
analytics)• Sales• Impressions
– What measurement tools will you use?
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Consistency.
• Consistent brand image.• Consistent brand personality.• Consistent posting presence.
• Hootesuite. • Social oomph. • Tweetdeck.
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Creativity.
• Creativity with your content.– Is your content relevant,
engaging, memorable and actionable?
• Creativity promoting your content.
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Commitment.
• Commitment to social media success.– Posting regularly.– Engaging authentically (a two way conversation).– Measuring often.– Making adjustments.– Rinse and repeat.
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Social is Just One Tactic.
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Don’t Put All Your Eggs in One Basket.
• Use the 70, 20, 10 rule.
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Don’t Put All Your Eggs in One Basket.
• Use the 70, 20, 10 rule.– 70% of budget/resources
goes to proven methods.
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Don’t Put All Your Eggs in One Basket.
• Use the 70, 20, 10 rule.– 20% goes to improving the ROI
of proven methods.
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Don’t Put All Your Eggs in One Basket.
• Use the 70, 20, 10 rule.– 10% on "wild skunk-work"
ideas.
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Managing Your Social Presence.
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Social Media Must Haves.
• Social media plan.
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Social Media Must Haves.
• Administration rules:– What do you do with positive
and negative comments?– What do you do with off topic
conversations?– What do you do with
questions you can’t answer?– Who checks the wall and what
time?
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Social Media Must Haves.
• Moderating guidelines:– Let your fans and
followers know what is acceptable and not acceptable behavior.
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Do It Yourself Or Hire Out?
• Pros – More authentic
engagement.– Faster response time.
• Cons– Learning curve.– Time suck.
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Do It Yourself Or Hire Out?
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Profile of a Social Media Superstar.*
• Humility• Passion • An inclusive attitude• Engaging• Deep niche knowledge
* Via Mari Smith http://www.marismith.com/ten-qualities-of-social-media-superstars
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Profile of a Social Media Superstar*.
• A prolific content producer• Always add value• 100% consistent• A proven track record
* Via Mari Smith http://www.marismith.com/ten-qualities-of-social-media-superstars
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Questions?
© 2011 Whizbang
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Thank You!
© 2011 Whizbang
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