what your sbdc clients need to know about marketing today to succeed
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What Your SBDC Clients Need to Know About
Marketing Today to SucceedVirginia SBDC Network
June 5, 2013Douglas Burdett
Tuesday, June 4, 2013
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If you only read one marketing book, read this one.
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The marketing playbook is broken. The Marketing Playbook Is
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. . The Marketing Playbook is BROKEN.
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This Is Not Our Parents’ World Anymore
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http://www.youtube.com/watch?v=TXD-Uqx6_Wk
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People hate being marketed to
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People can avoid your marketing messages
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People can research your company or product without
contacting youTuesday, June 4, 2013
Now the buyer is in control
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But, there is a silver lining for small business owners
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Marketing success now has more to do with
the size of your brain...
...than the size of your wallet.
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So what’s the secret to marketing success today?
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Think Like a Publisher!
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Also Known
As...
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What’s the most important marketing asset every business
needs now?
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A solid online marketing platform
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Websites aren’t as expensive as they
used to be.
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Less than $50/month*
You can set up a hosted site
*Includes hosting, plugins and email service
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Make sure your site is mobile
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Tip: enter your URL for a free, comprehensive website analysis
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Develop Buyer Personas(detailed profiles of your
ideal consumers)
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[Video] David Meerman Scott on Buyer Personashttp://www.youtube.com/watch?v=9RvTszioAN4
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What words would your prospects use to describe the problem they have that your company can solve?
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Determine what long-tail keywords prospects use when searching for a solution that you provide.
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Find your keywords with this free tool:https://adwords.google.com/o/KeywordTool
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And then blog about those keywords.
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Blogging
“No matter what, the very first piece of social media real estate I'd start with is a blog.”
-Chris Brogan
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Blogging Tip
• Make a list of the top 25 questions you get from prospective customers (or influencers) and write a blog post about each one.
• Include relevant long-tail keywords
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Blogging Benefits
Source: HubSpot, 2013 SOIM Report
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Companies that blog get 55% more website traffic than those
that don’t blog.Tuesday, June 4, 2013
Companies that blog get 70% more leads than those that don’t blog.
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57% of companies have acquired a customer through their blog.
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Once you have remarkable content, spread the word
with social mediaTuesday, June 4, 2013
Social Media
“Content is fire. Social media is gasoline. “
-Jay Baer
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Capture Email
Addresses!
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DO NOT buy email lists!
• Using lists that did not opt in to your marketing messages can tarnish your IP address and hinder your ability to send any email.
• Spamming is illegal (CAN SPAM act)
• Recipients will hate you.
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A word about search engine optimization
(SEO)...
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85% of the links search users click on are organic - not paid
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Which means that getting your site found
organically is really important
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Got links? On-page optimization accounts for only15% of SEO
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How To Rank Well on Search Engines
Have content so great and useful that other sites will link to it and people will
share it on social media
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Measure Everything
Then, do more of what works, and less of what doesn’t work.
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http://academy.hubspot.com/certification
Educate yourself. It’s free!
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Thank You!
• www.ArtilleryMarketing.com/IncomingPresentation & Survey:
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Photo Credits• http://www.flickr.com/photos/pagedooley/4757032987 (clouds)
• http://www.flickr.com/photos/zabowski/3430603734 (flipping the bird)
• http://www.flickr.com/photos/danielavladimirova/4679740934 (shhh)
• http://www.flickr.com/photos/markjsebastian/325820210 (internet research)
• http://www.flickr.com/photos/antonjackson/6897860342 (wrestlers)
• http://www.flickr.com/photos/malakhkelevra/4951863053/ (top secret)
• http://www.flickr.com/photos/gagilas/6974761035 (typing)
• http://www.flickr.com/photos/lincolnian/2341252716 (55)
• http://www.flickr.com/photos/lincolnian/863664806 (70)
• http://www.flickr.com/photos/big-ashb/7004347156 (57)
• http://www.flickr.com/photos/erix/55243213 (speakers)
• http://www.flickr.com/photos/therichbrooks/2600080329 (butterfly net)
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