what's working for smb marketing in 2013
DESCRIPTION
Discover how small business can make the most of limited budgets, common and costly marketing mistakes to avoid, especially with Social Media, how webinars can be a successful part of your marketing mix, specific steps for a successful social media marketing plan and 7 "must-haves" for your marketing success plan for 2013 Interested in ReadyTalk for webinars? http://www.readytalk.com/products-services/webinarsTRANSCRIPT
Today’s Agenda – What’s Working in Small Business Marketing 2013
• Survey of Trends What’s Working Now
• How to Use Technology in Marketing
• Content Marketing for 2013 and Beyond
• Your Questions and “3 Must-Haves”
About Bob, SMB Marketing Survey
• Bob Hanson, President, Quantum Leap Marketing, Inc.
• Direct Response and Content Marketing for Clients since 1991, over $1.45 billion in sales leads created
• Focus on Financial Services, High-Tech, and Marketing Verticals
• Client Attraction Marketing System™
• Survey completed January 2013, 269 Completes
How Generating Leads Today?
©2012-2013 Quantum Leap Marketing Survey
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ail
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Primary Ways of Marketing Today
How Measure Marketing Results?
©2012- 2013 Quantum Leap Marketing Survey
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Measuring Marketing Effectiveness
What Marketing Technologies for 2013?
©2012- 2013 Quantum Leap Marketing Survey
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Online Marketing Technologies
What Social Media for 2013?
©2012- 2013 Quantum Leap Marketing Survey
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Social Media Marketing Technologies
Snapshot from Survey What’s Up, What’s Down, What’s Faster? • Email • Social Media • Websites and Website Marketing • Webinars • Direct Mail • Seminars/Trade Shows
• 35% Review Marketing Plans Monthly • 32% Review Marketing Plans Quarterly
©2012-2013 Quantum Leap Marketing Survey
Key Takeaways from Survey
• Social Media Marketing on the Rise with SMB
2013 will be about ROI!!!
©2012-2013 Quantum Leap Marketing Survey
How Get ROI from Social + All SMB Marketing in 2013
• Engage Social + Online Marketing + Content
Marketing • Importance of Compelling Content – Think
“Narrowcasting” • The Way You Market Does Matter - Promotion
• Online Events in the Marketing Mix
©2012-2013 Quantum Leap Marketing Survey
Content to Accomplish Many Objectives
©2012 -2013 Quantum Leap Marketing Survey
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inar
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Objectives with Marketing Webinars
3 “Must-Haves” for Your 2013 Marketing Success Plan
1) Targeted Content is Your (Social Media) Draw
2) Funnel to Webinars in the Marketing Mix
3) Shorter Cycles = 30 to 90 day marketing calendar
©2012-2013 Quantum Leap Marketing Survey
MOIRA VETTER, CEO MODO MODO AGENCY
- 25 Years B2B Marketing Experience…
- Specialties: brand/valuation evolution, sales & marketing effectiveness, growth acceleration for complex businesses…
- Executive Advisory Board American Marketing Association Atlanta, Board of Entrepreneur Advisors, Georgia Department of Education Marketing Cluster, Adjunct Faculty Kennesaw State University
2013 Budget Trends
• Zero-based budgeting has become sub-zero based budgeting
• (If the business is large enough) Other people’s budgets – marketing automation in IT, Salesforce.com in the sales budget, signage or environmental graphics as a corporate expense.
• Use extended family, interns and entry level staff for Social Media to keep budgets low.
Uses of Technology in Marketing
• Rise of Marketing Automation usage like Pardot and Marketo. Measure all the time! Pardot is now month-to-month.
• Marketing Automation enables you to build landing pages that integrate
your online marketing with Web (without you having a Webmaster). • Integrate Marketing campaigns with high value content that captures
information, encourage engagement and continue a dialogue. • HootSuite and other apps help you distribute from one site. • Net Promoter Score tools such as Listen360 enable you to incorporate
customer surveys AND push Promoter feedback directly to Social media (without you having a Social Media person).
©2012-2013 Quantum Leap Marketing Survey
Mistakes To Avoid in 2013
• Unlimited online Advertising. Banner Advertising visibility is NOT the same as print Advertising.
• Stop manually connecting the dots. Use marketing and sales automation now that the price point & complexity are accessible.
• There are other parts of the marketing mix. Social Media alone, and email marketing alone will NOT get you the number of impressions, amount of engagement and actual credibility you need to CLOSE.
©2012-2013 Quantum Leap Marketing Survey
2 “Must-Haves” for Your 2013 Marketing Success Plan
1) Social is most effective where buyers are
impacted by Social Media (in the head space
for influence while engaging with).
2) Repurpose & integrate. Reuse topics covered
in Webinars in ALL your marketing collateral,
campaigns.
Webinar Series – “Cut through Clutter” • Products Company Understood the Power of Great Topics
• Targeted Decision Makers for Its Products
• Surveyed Decision Makers on “What are most pressing problems?”
Results…
• Survey Determined Top 3 Issues in Decision Makers Minds
• Monthly Webinars on Top Issues with Outside Speakers (Including Top Blogger)
• 5 Different Media Used to Drive Webinar Attendance
• Sales increased 30% in 12 Months after Series Launch (Largely Drive by Webinar Leads)
Chris Baggott
CEO & Co-Founder
@ChrisBaggott
@Compendium
“Content marketing
is all the marketing
that is left.”
Seth Godin
Best Selling Author
Personas
Jill Brown Single Working Mom
“There is always something to be done. I need tasks to be simple and easy so I can focus on the more important things in life, like my son Brady.”
Behaviors & Culture • Slightly unorganized
• Very practical but easily flustered
• Honest and sincere
• Passionate
Sample Search Queries • Apartments in safe
neighborhoods
• Affordable apartments in
St. Louis
• How to downsize living space
Challenges • Managing multiple tasks at once
• Coping when “life” happens and
goes against her “plan”
Fears • Feeling unaccomplished
• Something bad happening
to her son
• Getting off task
Needs & Expectations • Simplicity
• Affordable housing options
• Products and services that are
easy to understand and choose
• Anything that is in the best
interest of her son
Motivations • Checking things off her
“to-do” list
• Quality time with her son
• Feeling accomplished
Known Information:
User Category: New
Apartment Tenant
Age: 38
Race: White
Education: Associate
Degree
Employment: Full time
Household Income: $40,000
Family: Divorced, Single
mother
Customer Engagement Cycle
Stage Questions Asked
Awareness How can I find/fix/help __________?
Consideration
What do I need to consider when purchasing __________?
Inquiry What options/solutions does this company offer?
Purchase Why is it better to purchase from this company over another?
Retention What would make me purchase from this company again?
Tyler Cole, 21 College Student
Jill Brown, 38 Single Working Mom
Kevin Rogers, 52 Empty Nester
Topic Modeling
Topic Modeling
Most Popular Content Tactics
Editorial Calendar
FAQ
3 “Must-Haves” for Your 2013 Marketing Success Plan
1. Curate Internal Content
2. Integrate all of your content marketing channels.
3. Use content as DATA!
Recap: 7 “Must-Haves” for Your 2013 Marketing Success Plan
1) Targeted Content is Your (Social Media) Draw
2) Funnel to Webinars in the Marketing Mix
3) Shorter Cycles = 30 to 90 day marketing calendar
4) Social is the most effective where buyers are impacted by Social Media (in the
head space for influence while engaging with)
5) Repurpose & Integrate. Reuse topics covered in webinars in ALL your marketing
collateral and campaigns.
6) Curate internal content
7) Integrate all of your content marketing channels
8) Use content as DATA!
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