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Marketing Training for Small Businesses and Entrepreneurs
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September 25, 2013
After‐Event Slides & Resources
• The slides and resource links are available electronically after the event:
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http://www.hvsproductions.com/links/
Our Roadmap for Today
Marketing Plan Website
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Pinterest Instagram
Your Presenters Today
• Sam Hutchison
• Dana VanDen Heuvel
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Marketing 101
“Early to bed, early to rise, work
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Early to bed, early to rise, work like hell and advertise.”
– Ted Turner
Marketing 101
“Doing business without advertising is like winking at a gi l i th d k Y k h t
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girl in the dark. You know what you are doing, but nobody else does.”
– SH Britt
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Marketing 101
•Advertising vs. Marketing
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Advertising vs. Marketing
Marketing 101
•Plan your work
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Plan your work•Work your plan
Start With Baby Steps
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Your Customer
•Know your customer
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Know your customer•Why will people buy what you offer?
•Focus on your Target Customer
Tell Me About Me…
“Don’t tell me how good you
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Don t tell me how good you make it; tell me how good it makes me when I use it.”
– Leo Burnett
Marketing 101
•The Process selling your
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The Process selling your product…
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Building a Customer Base
DesireC d id th
ActionConsumer purchases your
product.
Repeat ActionConsumer purchases your
product again.
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AwarenessConsumer realizes your
product exists.
ComprehensionConsumer realizes what your
product offers.
ConvictionConsumer understands
how your product compares to competition.
Consumer decides they want your product.
TIME
KNOWLEDGE
Marketing 101
“Make it simple. Make it
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Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
– Leo Burnett
Follow “Northwoods Goods” Through its Digital Marketing Journey
Marketing Plan Website
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Pinterest Instagram
WordPress.com – Free, Easy Website
• Free website
• Many themes to choose from
• Easy to work with
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Easy to work with
• Upload images
• No e‐commerce (use Shopify)
Digital Fundamentals – It’s Not ALL Digital
• Above all, you need to meet your customer where they’re at
• The web may be less
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expensive, but it can also be less effective
It’s All About “Getting Found”• To acquire new customers, you #1 goal is
findability
• Search provides a strong, highly measurable ROI for marketing dollars spent
• Search garners click‐through rates that exceed all other forms of online d i i
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advertising
• Search offers marketers the potential for immediate sales online, as well as for online and offline sales at a later time
• Search can even enhance brands.
• Over 80% of consumers and businesspeople engage in on a regular basis
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Your Keywords are the Foundation of Digital & Social Media Marketing
L d i bl t
How your industry describes it:
How customers describe your product:
Your top keywords list:
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Language used in blogs, etc.:
Keywords your competitors use:
Language you use to sell:
Does Your Website Give Your Visitors What They’re Looking For?
• What is your digital strategy?
– Marketing
– Sales
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• Put the most important things first
• Discoverable, usable, shareable, current
Six Reasons Websites Don’t Deliver
Difficult Navigation
Difficult Messaging
Difficult Task
Completion
Difficult to Contact You
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Top Reasons Websites
Fail
Confusing First
Impression
You
Inadequate Images
Look at Your Website, Does it Deliver?
• A great first impression?
• Crystal clear messaging?
• An easy to use experience?
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• New business to your doorstep?
• New contacts, subscribers & fans?
• Audience engagement and repeat visitors?
What’s Your Content Strategy• Build a content strategy
– Who will generate content?– Do you have content that can be
repurposed?– What tools will you use to share content?– How frequently will you share?
• What do you want content to accomplish for you in SM?
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y– Increase brand awareness– Generate sales leads– Establish thought leadership
• What are the ‘big ideas’ you want to share?– Products and services– Community involvement– Knowledge and expertise
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State & National Parks
TravelFamily
SOI2 – Sphere of Interest & Influence
• Identify your target audiences and subgroups
• What are their interests, ‘on‐the‐desk’ issues and concerns?
• Who and what
Health Enthusiast
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Organic GardeningHealthy Eating
y
influences them?
• Think in terms of what associated groups are important to your audience that connect to (touch) your product or service
Bike Shop
Bike Clubs
Bike Racing
Fitness & Training
Bike Safety
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Content Sphere of interest1. Identify the core of content
topic(s) and subject matter2. Identify secondary content
subject matter that you either own, can own, or have sufficient knowledge and credibility to write about
3. Identify peripheral topics which will interest our audience, but which we do not have sufficient in‐
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not have sufficient inhouse expertise on and which must be curated from trusted sources
Considerations:• What will make the reader
open the email?• What will provide the most
value (utility, humor, other) to the reader?
• How will this content grow and retain the subscriber base?
Publish on Schedule – “1‐7‐30‐4‐2‐1”
• 1 = Daily
• 7 = Weekly
• 30 = Monthly
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• 4 = Quarterly
• 2 = Bi‐Annual
• 1 = Annual
Source: FusionSpark Mediahttp://www.fusionspark.com/blog/2009/10/13/content‐marketing‐secrets‐part‐iii‐easy‐as‐1‐7‐30‐4‐2‐1/
Auctioneer Gets 80% of Biz With SM
• Blogging about auctions
• Posts 2‐3x / week• Produces regular videos on upcoming
i
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auctions• Pushed website up in search rankings
• Clients finding auctioneer from around the country
Our Roadmap for Today
Marketing Plan Website
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Pinterest Instagram
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Basic Facebook Navigation
Personal Profileo You can friend otherso You can “Like” a pageo Cannot use profile for
business
Business Pageo Visible to unregistered
users• Can be indexed for
SEO value• Reputation
management valueAllows for “vanity”
Personal profiles are for people
Business pages are for celebrity, band, business or organization
Groups are sponsored by an individual for specific topics
Groupo Must have a personal
profile• Invitations can be
open to the public or closed
Allows you to send
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o Post messages that will be read by your “friends”
o Create eventso Share content,
photos and videoo Send private email
o Allows for “vanity” URL
o Can create eventso Can tailor to specific
needs• Over 500,000
Facebook and 3rd party applications
o Can promote with social ads
o Offers Visitor statisticso Allows multiple
administrators not attached to a profile
o Discussions
o Allows you to send bulk invite to friends
• Opportunity for message to go viral
o Does not support applications
o Can create related event and invitation
o Cannot promote with social ads
o No visitor statistics available (at this time)
o Discussions
Facebook Growth ‐ Simplified
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Fundamental Facebook Actions• Post Status Updates• Comment on other posts• Share posts from other brands with your fans• “Like” posts shared by other brands• Use the Question feature to poll your fans on a topic• Upload pictures and videos
– The “Share” bar from your home screen gives you the option to
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The Share bar from your home screen gives you the option to update your status, upload pictures, share a link, upload videos, or ask a question
There are Soooo Many Sources of Content
• Links to your blog posts• Links to other business’s blog
posts• Promote events• Announce special sales and new
products• Post videos from YouTube
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• Post videos from YouTube– Post recordings of products,
events, processes– Interview your customers
• Share photos– Show off products, people, etc.– Show the “behind the scenes”– Show events, awards, etc.– Post pictures of you at work
• News stories
Good Content Examples
• Hastings asked fans a question to generate interaction and gain feedback
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• Norwich Lumber Company shares an informative how‐to video
Take People Behind the ScenesAnn Handley suggests in her book Content Rules to use video to show behind the scenes at your company. “Businesses can show what goes on in their day‐to‐day world that people don’t see but might be interested in. What about showing, for example, how a popular product goes from concept to rolling off the assembly line? Something that seems completely everyday to you could be exciting and fresh to your fans ”
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and fresh to your fans.
Focus on Excellent Content
The Perfect Facebook Post
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Facebook Post
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The Science of Optimizing Facebook
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Facebook Advertising Works!
• Great offer• Demographic research‐ if you have nothing, check Quantcast or Google AdPl
1. Great Offer
2. Demo/Affinity
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AdPlanner• Compelling ads (images and copy)
• Commitment to frequent testing and ad rotation
3. Fresh Ads
4. Testing
Use Compelling Images to Drive Results
• Amateur look• Shocking • Celebrities • Animals• Freaks• Women
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• Women• Smiling people• Locally recognizable if Geotargeting• Borders in colors that contrast with FB blue• Relevancy; you’ll be disapproved just for using the
hot woman if not relevant to your ad or offering• Off the wall stuff even you don’t think will work• Picture of their goal/dream
Our Roadmap for Today
Marketing Plan Website
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Pinterest Instagram
Is Twitter Worth My Time?
• Establish a pattern of consistency in your tweeting strategy
• Keep your “it is all about them” hat on when tweeting
– RT other people’s stuff
• Follow social media best practices– Follow those that follow you but
maintain balanced follower to following
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maintain balanced follower to following ratios – recommend 1.25 to 1 or less
– Engage: Proactively and in response to RTs (retweets) and SOs (Shout Outs)
• Tweet consistently and set up a good maintenance schedule
• Measure which content resonates best with your audience
What Is Twitter Good For ?
• Building Community‐ creating a strong community of followers that ultimately help raise awareness, visibility and affinity for your company
• Media Relations – share updates, initiatives, ideas and relevant stories with your local media on twitter
• Industry Relations ‐ using Twitter to successfully engage others in the
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industry who can help amplify your message
• Events ‐ driving attendance at events such as shows, open houses, etc.
• Branding & Awareness ‐ employing Twitter in creative ways to increase awareness
• Fundraising ‐ using Twitter to spread the word about important causes you’re involved with
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Promote @YOUR Twitter Name
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A Week of Your Life of Twitter
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A Week of Your Life of Twitter
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The Perfect Tweet
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Our Roadmap for Today
Marketing Plan Website
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Pinterest Instagram
Orabrush: The Power of One Video
While testing marketing ideas, Harmon found a YouTube video titled "How to tell if you have bad breath." He received permission from the video's publisher to add
"Once I knew that 90% of bad breath came from your tongue and that using the tongue scraper could get this gunk off, I thought this was a really cool idea," Harmon says.
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pit to an Orabrush landing page and test the response.
"That video boosted our conversion rate by three times," Harmon says.
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Fast Company’s 5 Tips for Taking Your Videos from Flop to Fantastic!
1. Be Authentic ‐ Know your audience and speak to their wants and needs
2. Tell a Story – Even if it’s not completely related to your brand
3 Extend Your Promotion Create video series to
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3. Extend Your Promotion – Create video series to develop brand loyalists
4. Develop Your Tone – Takes time for your message to spread so keep it consistent
5. Create a Movement – Expand upon your product or service to develop a movement or experience
Leveraging the Power of Facebook for Video Distribution
• Embedded video players allow users to watch videos without even leaving the social network
• Facebook is the 2nd highest referral it f id ( d l t
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site for videos (second only to Google)
• Videos shared on Facebook result in the highest percentage of engagement– More likely to watch a video referred to you by a friend than a stranger
Our Roadmap for Today
Marketing Plan Website
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Pinterest Instagram
What is Pinterest?
To Your Business:
• A fast‐growing and powerful platform for storing and sharing your brand’s images which helps drive traffic to your company website or even help
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company website or even help sell products.
• A visual self‐expression engine based on the most viral and shareable content – images.
Adapted from: pinterest.com/bulentkeles
What Do We Find on Pinterest?
The most popular categories found on Pinterest, according to RJ Metrics, are:
• Home (17.2%);
A t d C ft (12 4%)
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• Arts and Crafts (12.4%);
• Style/Fashion (11.7%);
• Food (10.5%); and
• Inspiration/Education (9.0%).
Pinterest dataSource: RJ Metrics
Pinterest is Aspirational
What I’m doing now… What I WISH I was doing!
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From Realtors to Retailers
• Realtors should be pinning the most beautiful images of their listings with notes about the design or unique nature of the architecture.
• Retailers should be pinning photos of their products and telling the back story. Share the details!
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• Animal services (vets, groomers, sitters) should be posting fun pictures of their animal clients without referencing their people clients.
• Bloggers and writers use Pinterest as inspiration for content!
Humane Society on Pinterest
• Use Pinterest to share and engage
• Create a wide variety of boards– Animal Friendly cosmetics
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cosmetics
– Celebrities who love animals
– Cute Animal photos
– Share your photos (user generated content)
Our Roadmap for Today
Marketing Plan Website
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Pinterest Instagram
It’s Not Visual Social Without Instagram!
Why use Instagram?
• Shared and controlled broadcasting
• For the power of visual storytelling
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storytelling
• Adding behind‐the‐scenes value for followers
• Expanding scope of brand identity
• User growth – growing every day
Getting More from Instagram
Instagram Tips:• Experience Instagram as a regular user
– Get familiar with the app, and experience how its users consume content
• Tell your story– Leverage photos to tell a story
about your design work, recent
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news, etc. with the goal of demonstrating to people how it could fit into their lives
• Expand your audience– Connect your account to your other
social networks. This way your followers on those platforms know you’re active on Instagram, and it increases the likelihood they’ll follow you there
Getting Even More from Instagram!
Instagram Tips:• Post consistently
– Same with other social platforms, you need to post a variety of content regularly. Otherwise there’s a chance people will forget about you and/or lose interest.
• Don’t forget to #hashtag
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– Similar to Twitter, you have a greater chance of connecting with Instagram users who share your interests if you place a hashtag with your photo uploads, it creates a topic item for searchable content.
• Engage with the community– In your caption ask questions, respond to questions,
and leverage hashtags and encourage users to use them for submissions and/or at events.
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Our Roadmap for Today
Marketing Plan Website
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Pinterest Instagram
What’s Your Social Media Workflow?
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HootSuite
• Manage Facebook and Twitter
• Team social media assignments
N h dl “ d i
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• Now handles “admin as page” in Facebook
• Used by hundreds of brands
• www.hootsuite.com
• Free to $$$
Buffer
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• Allows you to batch up content to publish across channels
• Free to $$$
Postling
• Simplifies multiple account management
• Blog right from Postling
• Upload photos & videos
• Reply to Facebook posts
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• Reply to Facebook posts
• Daily email updates
• Track metrics for each property
• http://postling.com
• Free to $49/mo
Your Single Social Media Management Device
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Amplify EACH Post• Tweet the headline and link with some context to draw
the most interest using StumbleUpon link shortener su.pr – this syndicates the content to StumbleUpon and Twitter and starts the traffic exposure in both places.
• Publish the post to your Facebook Page
• Pin to your Pinterest page
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• Publish the post to your Google+ Stream – public, circles and extended circles
• Publish the post to our LinkedIn profile – also share with several large groups
• Bookmark the post in appropriate tags to Delicious
• If a post has drawn a large number of retweets I may post to Twitter a second time during the day – I generally make this decision and schedule the Tweet for a specific time using HootSuite’s scheduling function
Today’s Roadmap
• Your Website – Center of the digital universe• Content – What will you talk about online?• The Blog – Your social home base• Facebook – Center of your customer’s digital
i
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universe• Twitter – Short, sweet and to the point• Visual Social – The power of YouTube & Pinterest• Social Media Workflow – Work SMARTER not HARDER
• 9 MORE Best Practices to Keep in Mind
1. Get Better at Social Media…Through Social Media
• Social media changes quickly – you should to!
• Follow the top blogs
• Follow the ad‐age 150
• Google alert on
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• Google alert on “Nonprofit social media”
• Social media users group
“In my professional role, I’ve become very quickly reliant on Twitter and Facebook to inform me of trends and Web 2.0 tools I should be considering using with students/sharing with staff.” —Marcia Dressel, K‐5 librarian, Osceola, Wis.
2. Go Beyond “Supply Side Content”
• Understand what your audience wants in social media – talk about that
• Use the ‘sphere of interest’ to determine
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interest to determine allied topics for social media
• “Atomize” your organization content to tell your story
3. Use Social Media as a Multiplier
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Facebook, Twitter Reach among Smartphone Users3-month average, ending June 2011Source: Experian Hitwise
50.9%
4. Understand and Adapt to Mobile Behavior
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31.7%
12.5%
7.4%
U.S. smartphone users European smartphone users
Facebook Twitter
The Social Media Data Stacks
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5. Understand the Finer Points of Social Media Engagement
• What and when to post content on social networks?
• Mind your ‘share of voice’ th i l h l
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on the social channels
• Read and heed the research on social media engagement
• Hashtags, photos, conversation, tone, etc.
QUESTIONS?
The MarketingSavant Group
www.marketingsavant.com
888.989.7771
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Thanks for Attending!
After‐Event Slides & Resources
• The slides and resource links are available electronically after the event:
HVS Advertising | Marketing / The MarketingSavant Group
http://www.hvsproductions.com/links/
Marketing Training for Small Businesses and Entrepreneurs
HVS Advertising | Marketing / The MarketingSavant GroupHVS Advertising | Marketing / The MarketingSavant Group
September 25, 2013