proven techniques that make your small business look big
DESCRIPTION
Presentation delivered at Cisco Partner Velocity in Paris, 2009.TRANSCRIPT
80% of the business is won by 20% of the companies
Every SMB faces tough challenges
• We don’t have marketing resources• We don’t think about marketing strategy• We win an unpredictable amount of business
We can use our size to our advantage, but sometimes we don’t
With discipline and persistence we will win our share of the market
• We’ll define a strategy• We’ll dedicate ourselves to executing
the strategy
The difference between us and them is not size or capitalization or available resources. The difference is execution.
The tactics we’ll be discussing will help us reach our goals
• Our web site• Blogging• Social media platforms• Co-branded marketing• Experiential marketing
Great Resource!
Our Web Presence – why does it matter?
Making a good impression
• Our web site is the bouncer at the door – it determines that we’re “real”
• Customer expectations drive content, and if they don’t see what they want they leave
• May not win us business but can definitely help us lose it
Who do we sell to?
• Our content must be positioned correctly• We must look professional• We must demonstrate expertise• We must make the site move
Measuring our Web Presence
Great Resource!
Guessing
Example: Google Analytics
Who visits us?
How do they find us?
Which Search Engines should we care about?
95% of all our search traffic
What did we just learn?• They visit on weekdays• 40% bounced and the site wasn’t what they expected
(or it didn’t appeal)• 31% of traffic came from Google• Most come from US• Now what?
– We’ll optimize for Google– We’ll read up on PageRank
Example: Doing it the right way
Our basic Google search
Why this works
“Cisco” appears 51 times
“Switches” appears 14 times
Alexa.com comparison
Great Resource!
AdWords, social media, and blogging
AdWords - Buying Friendship
Click = Click =
Great Resource!
AdWords in the Content Network
It knows I speak English!
Social Media: Not just for fun
Have (or copy) something to say• Use Blogger, it’s free!• Write a post, or re-post and
comment• Publish to our web site and
other social platforms
Great Resource!
Example: Twitter for Prospecting
Prospect
What did we just learn?
• Social Networks are free, easy to use, and very popular• Our personal social networks can market for us• Social networks provide us with non-traditional marketing
opportunities
Leveraging our Vendor Partners
Professional Communication
Experiential Marketing
Conclusion
• We raise our profile• We position ourselves as experts• We use the Internet to multiply ourselves• We work smarter, not harder
Helpful linksWeb site analytics & traffic analysis• Google Analytics• Yahoo! Web Analytics• Clicky• Reinvigorate• Alexa.com
Google AdWords• Understanding AdWords• Google AdWords
Search Engine Optimization• Understanding Google PageRank• Basic SEO tactics
Popular Social Media sites• Facebook• Twitter• LinkedIn• Digg
Blogging tools• Blogger• WordPress
Vendor Partner resources• Cisco Partner Central• Partner Marketing Central