data driven marketing · data driven marketing hayward city hall january 16, 2018 alameda county...
TRANSCRIPT
Data Driven Marketing
Hayward City Hall
January 16, 2018
Alameda County SBDC
Thank you to Our Sponsor
Local SBA Ecosystem
Partnership and Hosting
Free & Low cost
Seminars
Our Services
Free One-on-One
Consulting
Seminar Examples
Access to Capital Successful Business Plans
Starting a Business Meet the Lenders
Social Media Government Contracts
Marketing Law for Entrepreneurs
Worker Owned Businesses Buying a Business
Starting a Restaurant Crowdfunding and Alternatives
Starting a Food Business How to Pitch Your Company
Finding Your Core Customer Exporting
Website Development Home Based Businesses
ACSBDC Consultants
Ron Barrett
LoansCynthia Mackey
Social Media
David Bokash
Business Technology
Lee Lambert
Director
Deagon Williams
Food & Restaurants
Paula
Mattisonsierra
Retail
Mari Lovalvo
Human Resources
David Mitroff
Social Media
ACSBDC Consultants
Dorian Webb
Operations
Bob Komoto
Export/Import
Tom Camerato
Financial Modeling
Mary Passarella
Accounting
Tom Yeh
Strategy
Ed Duarte
Construction
Paul Bozzo
Equity Funding
How to register for services
www.acsbdc.org
Our Client Results
Presentation Download
www.acsbdc.org/handouts
David Mitroff, Ph.D.
Marketing Strategies for Measurable Results
What We Will Cover
• Who is Your Market?
• How to Attract Customers
• Active / Passive Marketing
• Website & Social Media Ecosystem – 9 Key Areas
• Turn your LinkedIn Connections into Gold
• 5 Tools to Grow Your Business
• Next Steps
Are You Ready?The Truth… It Takes Work
Who is Your Market?Where to Start Your Business Development Efforts
How to Get Customers and Growing your Business
What is Your #1 Objective This Quarter?3 to 5 priorities that support this…
• What to Start Doing?
• What to Stop Doing?
• What to Keep Doing?
Two Approaches to Growth
WHAT ARE YOUR CURRENT MARKETING EFFORTS?
CALLS TO ACTION: WHAT DO YOU OFFER?
Discounts Downloads B2B Services
Hints + Tips Support a Cause Events
Tracking & Analysis
TheKeyBenefitofOnlineMarketingistheabilitytotrackandanalyzeresults,thenquicklyiterateandadjustforoptimalperformance
9KeyAreasofyourOnlinePresence
1. Website & Blog 2. Online Directories3. Review Sites4. Social Networks5. Micro Blogging6. Rich Media7. Mobile Apps8. Industry Specific9. Event Promotion
1Website&Blog
• Control the content.A chance to tell your story.
• Define a clear message.What do you offer?
• Create a medium for contact.Invite feedback, questions…
• Provide links to other pages.Share your FB, Twitter…
• Update your content.Consistency in theme and info.
GoogleRanking,AlexaPageRanking,SEO/CRO,Blogger,TypePad,Wordpress
Website – The Hub Of Your Online Strategy
• Most important area• Definition of you and your
message• Central hub with links to
other sites• You control it
Wixenableseveryonetodesign,publishandhoststunningHTML5websites.
▪ Easydrag-and-dropwebsitebuilder!
▪ Nocoding▪ Nopreviousdesignskills
Website– Wix.com - BuildyourWebsiteToday
CreateYourStunningWebsite.
It'sFree
SEO/CRO
• Helpsdrivetraffictoyoursite• Off-pageSEO(workthattakesplaceseparatefromyourwebsite)
• On-pageSEO(websitechangestoincreaserank)
SearchEngineOptimization/ConversionRateOptimization
CalltoAction
• What are your next steps, requests, actions
• Are services/products labeled and promoted properly?
CalltoAction– vCitaOnlineSchedulingSoftwareandBusinessCalendar
▪ EasyAppointmentSchedulingforYourClients
▪ BestBusinessCalendarforYourTeam
CalltoAction– ConstantContactEmailMarketing– CustomerLoyaltyProgram
• Re-usecontentandstayontopofmind.
2OnlineDirectories
• Search yourself.The power of Google!
• Look for similar businesses.If you’re not listed, someone else is!
• Display correct contact info.Location, phone #, hours, directions MUST be correct.
• Take a photosIf they know what to look for, they’ll find it.
GoogleLocal/Maps,YahooLocal,YellowPages,CitySearch,Chambers
GOOGLE – GET YOUR BUSINESS ONLINE
GOOGLE+ONE GOOGLE ACCOUNT FOR EVERYTHING GOOGLE
3ReviewSites
• Rely on word of mouth.• People trust personal
accounts more than ads.
• Offer additional information. • Yelp is a mobile tour guide.
• Respond to reviews.• Thank those who provide
feedback.
• Learn from your reviews.• Don’t make the same mistake
twice!
Yelp,Zagat,Chow,Lawyers.com
4 SocialNetworks
• Communicate with clients.• Be involved with the
conversation. • Connect.
• Associate your business with related pages and people.
• Establish a following.• Invite past clients/customers
to view your page.
Facebook,Linkedin,Biznik,VentureStreet
PersonalProfile-• CustomURL
• Title=Story• Websites
• Summary• Keywords
• IncludeContactinfo
• LION• PrivacySettings
CompanyProfile-
▪ Findindividualsyouknowinaprofessionalcapacity
▪ CompanyProfile▪ Participateindiscussions▪ Recruitattendeestoyourevents
▪ Invitepeopletojoinyourmailinglist
5 MicroBlogging
• Interact with daily events.• How can you relate to what’s
happening?
• Remind everyone about events.• Update information leading up
to the event.
• Invite new customers.• Friend of a friend of a friend...
Twitter,Tumbler
6 RichMedia
• Appeal to the senses. -The eyes are drawn to an image/video first!
• Attract new customers. -If the website quality is great, then people assume the business quality is great, as well.
• Entertain your audience. -Get creative with images and videos.
YoutubeVideos,iTunesAudioPodCast,FlickrPictures
MobileApps
• Stay in contact. -People are ALWAYS on their smart phones.
• Solidify your relationship. -Make the client feel special for receiving extra attention.
• Go the extra mile. -This shows that you’re following through.
7FourSquare,Urbanspoon,Yelp,
iPhone,SMSText
IndustrySpecific
• Network within your group.• Get the scoop on what’s the
latest and greatest.\• Surround yourself with what you
want to become.• Hang out with like-minded
businesses.• Help those who help you.
• You never know when you’ll need something.
8EastBayExpress,SanFranciscoChronicle,DiabloMag.com
IndustrySpecificExample“Bestof…”Sites
EventPromotion
• Promote what you’ve got.• An event can attract more
business.
• Collaborate with others.• Get other businesses involved.
• Feature your calendar.• The internet is a great way to
publicize!
9Meetup,ConstantContactEvents,
PlanCast,FullCalendar.com
5 Tools• These tools will help you grow your
business
• Wixenableseveryonetodesign,publishandhoststunningHTML5websitesforfree
• Easydrag-and-dropwebsitebuilder!
• Nocoding• Nopreviousdesignskills
• Beorganizedwithyourschedule• Lookprofessionalandgiveclientsandpartnersoptions
• Offermeetingmakerinyoursignature,social,websiteetc.
• Easytoolsforkeepingtrackofyourlists
• Makeemailcampaignslookprofessional
• Trackyouropenandclickrateseasily
• Keeptrackofmentionsofyourcompanyandcompetitors
• Beawareofwhat’sgoingoninyourindustryinrealtime
• Usethefoundcontentforyourmarketingplans
• Outsourceworkyoudon’thavetimefor
• Getexpertstodoworkyoudon’tknowhowtodo
• Pickandchoosewhenyouneedthehelp
NEXT STEPS
12 MONTH MARKETING CALENDAR
Track your Page Insights
Reply from your Inbox
Read Fan comments
Sign up for a Free
NutshellMail Account.
www.nutshellmail.com
MONITORING – NUTSHELLMAIL
Next Steps
Keep Learning& Improving
Build Your Brand& Take Action
Increase Brand Awareness
■ Make adjustments to your Online Business and Personal Presence (test and see what
works)■ Work on increasing your
brand awareness on Social Media
Next 30 days■ Develop a more
comprehensive marketing plan based on your initial tracking
and experiments in social media.
■ Attend another workshop or event
Next 60 days■ Come up with your Growth
Plan■ Create a Wix.com website
and/or update your website to include:
- Clear call to action- Integrate social media
Today
1 2 3
QUESTIONS?David Mitroff, Ph.D.
[email protected] 510-761-5895
Find more at www.PiedmontAve.com/Resources