internet marketing & social media for small businesses
DESCRIPTION
Presentation Made to Emerald Executive Associates, Eugene, OR on how small businesses can get started in Internet marketing and social media.TRANSCRIPT
Intro to
Internet Marketing & Social Media
What?
Why?
How?
Presentation to EEA By Gwyneth Iredale
Introduction
• Gwyneth Iredale, Account Executive,
Oslund Design
• Carl Oslund
• About Oslund Design
• Goal of this presentation – 3
takeaway tips at least
What We’ll Cover
• What, why, how
• Strategies and tactics
• Examples throughout
• Questions answered
• Survey results
Internet Marketing & Social Media
• What: a way to connect with your
audience using new vehicles
• Why: “fish where the fish are”
• How: go back to basics,
but use new tools
Back to Basics
It's still all about:
• Your company brand
• Good design
• Connections/engagement
• Creating trust
• Touchpoints – fish where the fish are
Why Use Internet Marketing & Social Media?
• Stats – Mega Trends Slideshow
• ROI measurement
• Embrace change
How to use Internet Marketing & Social Media?
• Start small – pick 3
• Do it yourself
• Hire an expert
Strategy
• Choose touchpoints
• Across all media:
– Be customer-focused
– Brand consistently
– Cultivate brand loyalty
• Tell stories, create trust, community
Strategy - Plan
Create a “campaign” to grow your business:
• Compelling offer – lead bait
• Advertise where your customers are
• Engage/capture
• Cultivate
• Close
• Measure
Strategy - Implement
• Implement the campaign across
website & social media:
– Landing pages
– LinkedIn – groups and profile
– YouTube
Lead Bait
Offers should be time sensitive, limited
availability, unique
• Content marketing
• Discount coupon
• Loyalty card
• Demo
• Sample
Website Tactics
Marketing with your Website
• Modern design, good brand impression, Web 3.0
standards, “responsive”
• User friendly
• Engagement tools
• Examples websites http://www.nike.com/us/en_us/ - learn from the pros
http://9wood.com/
http://sodeliciousdairyfree.com/ - use as case study
Advanced Website Tactics
• How do customers find your business?
• Either you find them or they find you - advertise or Google, paid or “organic”
• Anatomy of a search result
• Earn your way to page one with “SEO” (search engine optimization)
• Check your website vs competitor’s site & who’s advertising on search results - but on someone else’s computer! Google knows your patterns.
Advanced Website Tactics
SEO on your website
• Google rewards honesty
• Determine your key words/phrases – broad vs narrow, “long tail”
• Optimize your site architecture
• Fresh, original, relevant content – blog, newsletter, social media feeds
• Use website traffic tools to track
Advanced Website Tactics - Video
• Google owns YouTube – the 2nd largest search engine. Use it to post videos of: – Interviews
• Management
• Customer Testimonials
– How to videos
– Tours
– Product demos
– Advice, seminars
• Embed video on your website
• Benefit from SEO – Google likes video
Social Media Tactics
Social Media Live Examples
• LinkedIn business profile
• Facebook business page
• YouTube
• Encourage interactions
Social Media Tactics
Marketing with Social Media
What to post - blog, Facebook, Twitter, LinkedIn? – New products or services
– Press releases
– In the News
– Testimonials in non-promotional manner
– Announcements – awards, new hires, promotions
– Industry developments, tax laws, trends
– Events – trade shows, fundraising
– Community involvement
– Education – studies, white papers, peer reviews
– Lots of relevant photos, videos (sorry, no cat videos)
Social + Email Marketing
Franz Bakery – link for live video to Facebook page – check it out
SEO & SEM
• Off site SEO and Search engine marketing/advertising or SEM
• Search engine advertising example
• Pay-per-Click – “PPC” performance-based advertising
• “Local SEO” - directory listings, FB, Yelp, Google Places, Bing
• Customer reviews
SEO & SEM
• Manage customer reviews via
“reputation management” – address
negative comments/reviews
x
Offline Tactics
Integrate offline/online advertising:
• Call to action w/valuable offer
• Include contact info, social media
• QR code that links to a landing
page on your website w/offer
(measurable)
Measure Campaign ROI
• Website traffic – Google Analytics
• Facebook Likes, viralocity/shares
• YouTube Likes and subscriptions
• Twitter & Pinterest Followers, retweets, repins
• LinkedIn follows, post shares, likes
• Landing page conversion/form completions
• Referring domains
• Email marketing open rates, click throughs, forwards, replies
• Newsletter signups
• Online sales increases
• Increased sales inquiries by phone
• Online sales tools shortens sales cycle
Summary
• What, why, how
• Plan your strategy
• Create a campaign to “fish where the fish are”
• Stick to basic marketing concepts
• Choose your touchpoints
• Make a consistent brand impression across all media with effective offers
• Measure, adjust and repeat
Survey Results
• Survey results on SlideShare
How Can Oslund Design Help You?
• Branding
• Marketing collateral
• Advertising campaigns
• Environmental design/graphics
• Social media design:
– Custom Facebook Business pages
– Branded YouTube channel
– Twitter, LinkedIn & Pinterest business profiles
Oslund Design’s Offer
• Contact us for: – Content Marketing Tips
– Consultation
– Free 15 website mini-audit
– Bonus – list of free tools (at end of this presentation)
541 686-9833
www.oslund.com
Thank You
Oslund Design – 541 686-9833
www.Oslund.com
Because your brand matters
Bonus
Free Tools:
• Email marketing (free for low #) – MailChimp, Constant Contact
• Google AdWords for education
• “Plug Ins” for websites
• Social Media – Facebook
– YouTube
Bonus
• CRM – ZoHo
• Project Management – Podio
• SurveyMonkey
• SlideShare
• Visual QR code generator:
www.visualead.com