air force research laboratory small business hub collider - small business marketing
TRANSCRIPT
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Small Business MarketingEverything from Strategy to Website Hacks
Presented by Billy Grill,Rebel Marketing
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What We Are Covering
Strategy Channels ResourcesApproach
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This is NOT Marketing
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What is Marketing?• Webster’s Definition - the activities that are involved in
making people aware of a company's products, making sure that the products are available to be bought, etc. – First Known Use, 1561
• Martin Luther – First Social Media Influencer, 1517• 72 Definitions of Marketing – By Heidi Cohen
“Communicating with clients, prospects and stakeholders to discover value and apply it to existing and new markets.” – Rebel’s Working Definition
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The Secret to Marketing?• THERE IS NO SECRET!• Marketing is a process, not an event• Well thought strategy and strong execution• Data driven decisions (but follow your gut in certain
instances)• Coordinate with sales and other stakeholders• Don’t be intimidated by the terminology and new shiny
“widgets”• Current Marketing Landscape
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Transactional Communication
Sender ReceiverMessage
Feedback
Noise
Noise
Model created in 1949 by Claude Elwood Shannon and Warren Weaver of Bell Laboratories
AdsContentSalesProposalsCustomer Service
AnalyticsSurveysActions
Email Stats
WebsiteSocial SEO SEM
SocialInsight
WebsiteStats
SEORank
SEMStats
Email Blog
Blog Stats
Customer Relationship Management
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The Funnel
Awareness
Interest
Intent
Consideration
EvaluationPurchase
Then
Marketing
Sales
Now
Sales
Marketing
Somewhat True
Sales Should be Engaged w/ Marketing
“Content is the virtual salesperson for the long B2B buying cycle.” Rachel Balik, Sr. Manager Content Marketing, Demandbase
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Growth Areas
Awareness
Interest
Intent
Consideration
Evaluation
Current Client
Current Capability
New Client
Current Capability
Current Client
New Capability
New Client
New Capability
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Strategy “Plans are worthless, planning is everything” - Dwight Eisenhower
“Give me six hours to cut a tree and I will spend the first four sharpening the axe” – Abraham Lincoln
Category Strategy
Target Market Upscale households with incomes between $65,000 and $500,000 with an emphasis on female decision makers between the ages of 30 and 55
Positioning Statement The best looking and sounding modular stereo system
Offering to customers Add one lower-priced model and two higher priced models
Price Strategy Price 10% above our closest competitor (be specific here)
Distribution Internet gift stores i.e. red envelope, Brookstone, high end catalogs i.e. Sharper Image
Sales Strategy Expand by 10% for this product line, hire a national account manager
Service Strategy Available through all major box chains
Promotion Strategy Develop a new campaign that focuses on the positioning, emphasize higher price and designer look
Marketing Research Conduct customer audit and identify new market opportunities
Any other component of your marketing plan
Marketing Theme: Fun without the Sun
Category Strategy My reason for existence: To provide pet owners within the city of Springfield a safe and fun
place for their pets. What sets my business apart from the rest: An indoor pet park and play-land
My ideal customer is: 1. Springfield professionals working in the 10 mile radius 2. 3.
What’s most important to my ideal customer when they are buying what I’m selling:
1. That their pets are safe 2. Pets can have fun in any weather 3. Exercise
What I want to accomplish this year: Lease a building Recruit customers
The top 3 things that are going to get me there:
1. Direct mail in nearby developments 2. Drop-offs in office parks 3. Open house events
How much will each program contribute to my revenue/ profitability:
1. Mail – 60% 2. Drop offs – 15% 3. Open House – 25%
What will trigger my ideal customer to think of me:
Being stuck at work and pet needs to be let out
Programs I am running to reach my goal 1. Radio advertising 2. 3.
How much money will I need to get it done? 1. $50,000
2.
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Value PropositionsYou go to the hardware store to buy a drill bit, what do you really need?
If B&O Railroad thought of themselves as a transportation company instead of a railroad company would they be around today?
What is YOUR TRUE value?
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What We Are Covering
Strategy Channels ResourcesApproach
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Approach• Inbound vs Outbound
• Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. (Demand Metric)
• 2X as many marketers say inbound delivers below average cost per lead than outbound methods. (Hubspot)
The most effective B2B content marketing tactics:75% In-Person Events66% Webinars / Webcasts65% Case Studies63% White Papers62% Videos61% Research Reports60% eNewsletters59% Blogs58% Infographics58% Online Presentations
Most effective paid advertising tactics used by content marketers:55% Search Engine Marketing48% Promoted Posts45% Content Discovery Tools45% Social Ads40% Native Ads31% Print or Other Offline Promotions29% Traditional Banner Ads(source: @CMIContent / @MarketingProfs)
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Content Strategy • 3 Types of Content
• Evergreen (Longform)• Pros: Good SEO, More Read, More Linked/Shared, Reusable• Con: Longer to Make, More Resource Intense
• Medium Form (Blogs, Articles)• Pros: Good SEO, Keeps Site Updated• Cons: Too Much Isn’t Always Better
• Short Form (Reactions, News, Industry Updates)• Pros: Quick to Make, Keeps You in the Conversation• Cons: Quickly Vanishing
• What is your editorial mission?• Editorial Calendar?
“Content is King” – Bill Gates, 1996
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But the Government is Different…• In a response to increased travel restrictions and cancellations of
events the Government and Civilian workforce is digesting content in new ways
For Instance:Research reports top the list of the most valuable forms of digital content for informing and educating federal decision-makers.
• Research Reports – 69%• Webinars – 68%• Case Studies – 65%• White Papers – 61%• Videos – 57%(source: Federal Content Marketing Review)
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Account Based Marketing• Highly targeted marketing to specific accounts
• Clearly measurable ROI• Less waste• Highly personalized messaging
• Process• Identify target accounts and key stakeholders• Define content and messaging/personalization• Define channels• Measure feedback and adjust(Marketo)
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Client Profiles• Look at your top clients• Feedback from surveys, past performance, analytics• Qualitative information from conversation• Look for similarities (technology, mission, size, budget,
etc.)• Research and develop• Adjust, rinse, repeat
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What We Are Covering
Strategy Channels ResourcesApproach
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Budgeting• SBA Suggests:
• Small Business, Revenue <$5 Million = 7-8% of Revenue• Assuming Margins of 10-12%• Other considerations include competition, market niche,
forecast, etc.
• Define your goals and objectives• Implement a specific plan and campaign• Develop your budget on those activities and adjust for
unforeseen
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The Right Mix
(Source: Marketo)
Word of Mouth Still MattersContent is KingDon’t Neglect OutboundPartnerships Help
Note: This is acquisition, meaning that if you are acquiring by email you are most likely spamming, like sales prospecting and cold calling
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Website• Almost half of small businesses have no website• Of those that do:
• 70% of small business websites have no call to action• 93.3% of small business websites are not mobile compatible• 82% of small business websites don’t link to social media
accounts(Source: SBA)
• Back to Planning – Purpose Built Websites
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SEO/SEM• Focus on user experience• Do your keyword research, but don’t overdo it• Organic vs Paid• Competitor intel is readily available, focus on your
business
Step By Step Guide to Adwords
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Social Media• Yes, you should
participate• Pick Your Poison
• Ask your client base• Form content that
works for each • Pay attention to
feedback!• Automate where
possible
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Email• Build Your List
• Give Something of Value• Gated Content• Be Relevant• “Free Beer”• Sidebar, Popover, Form Checkbox – Be accessible• DO NOT SPAM!
• Double Opt In if possible• As with everything…be mobile
• Stats say 55% of email is now opened on a mobile device – Litmus “Email Analytics” (March 2016)
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Events and Conferences• Planning is key• Have a singular or primary message (Theme)• Train your team members• “They notice you more by your absence”…so?
• Call ahead, get demographics, historical info, numbers• Does it align with goals, budget, client profile?• Measure feedback – ROI (Return on Impression)
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What We Are Covering
Strategy Channels ResourcesApproach
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Strategy and Planning• Leanstack• Marketo• Hubspot
Graphics and Content • Canva• Makerbook• Hemingway
• Ubersugest• Storify• Infogram• Wordle
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Website• Wix• Weebly• Wordpress• Joomla
• Drupal• Squarespace• Shopify
Social• Buffer• Hootsuite• Quicksprout
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Web (General)• Quicksprout – Website analysis• GTMetrix – Speed Analysis• Woorank – Website Analysis• Buzzsumo – Content and Influencers• Spyfu – Competitor Intelligence• Cloudflare – Website Performance and Security• Sucuri – Security• StudioPress – Mobile Responsive Test
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Small Business• Small Business Hub• AFRL Small Business Opportunities• Ohio SBDC• FastRope• AFLCMC Small Business Office• Industry Associations
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Questions?No Questions? Great, awesome! Have a great weekend!