digital marketing for small businesses | jeff howard
TRANSCRIPT
Digital Marke,ng For Small Businesses
Marke,ng
"Marke2ng is a widely used term to describe the means of communica2on between the company and the consumer audience."
“the adapta2on of the commercial ac2vi2es and use of ins2tu2ons by the organiza2ons with a purpose to induce behavioral change on a short-‐term or permanent basis.”
What Marke,ng Used to be…
1. Help people make informed decisions 2. Facilitate brand champions
And Today We Want To…
Marke,ng that tries to persuade no longer works
Marke,ng = Facilita,ng Communica,ons
Moving From Paid to Owned and Earned
The conversa2on has moved from paid, to owned and earned • Owned is the content you create • Earned is reviews and endorsements • Paid is the old no2on of buying persuasion marke2ng
Marke,ng is dead. Communica,on is the new marke,ng.
So let’s talk about digital communica,ons that will drive business results.
…Because It Works
We started working with Kobo when they were two people. We communicated -‐ we didn't market. We named the company, designed their user experience for all their devices and drove all their digital communica2ons; social, SEO, thought leadership, gamifica2on and innova2on from start up to acquisi2on for $315,000,000, a short 28 months later. We help startups and fortune 500 companies.
Keys To Success
• Excellent messaging and understanding your clients unmet needs • A strong website • SEO op2miza2on -‐ technical and on-‐page • A strong content strategy and editorial calendar • Social -‐ which is really off-‐page SEO op2miza2on for your site • Paid – yes paid if all else fails
Your Website
It is the cornerstone of your communica,ons. I ask you… • Is your site responsive? • Is your website SEO op2mized? • Does your website speak to your audience, or just say what you do? • Does your website tell your audience how you can solve their unmet needs? • Can anyone see -‐ in 20 seconds -‐ what you do and what makes you unique?
If you answered no to anyone of these ques2ons stop here and don't go any further
Your Messaging
First and foremost you need to look at what makes you unique -‐ what is your elevator pitch, what makes you be`er, how do you meet your customers needs, and most importantly how do you meet their unmet needs.
• Tagline • Elevator Pitch • One Pager In all of your messages you must speak to your customers -‐ don’t tell them what you do, instead tell them how you help solve their problems.
All Websites Do Three Things:
• A. Referral Valida2on • B. Net New Business • C. A`ract and Retain Talent
We are going to focus on the first two, and the third will be op2mized if you complete A & B.
Referral Valida,on
At the core of all communica2on efforts these days is your website. It must ins2ll confidence, help people understand how you will solve their unmet needs, and provide a posi2ve and consistent brand experience. People should instantly feel confident, understand why you are a key part of their success, and why they should stop shopping and contact you.
Everyday people are searching for help to their problems. Finding you and your firm is key. Once they find you they must quickly understand that you can help them solve their problems and achieve their goals. People search for solu2ons at the 2me of decisions, and people get exposed to businesses through thought leadership content – so at the core of new business development is the need to be found. This is where Digital Communica2ons comes in.
Net New Business
SEO Op,miza,on -‐ Being Found
Google owns the search landscape. There are a number of factors that determine your site’s domain authority -‐ far too many to get into in this short period of 2me but at the core they can be grouped into the following three things: • Technical -‐ how is the site built & op2mized -‐ fast loading, responsive, no broken links, op2mized URLS, meta data etc • On Page -‐ This is really all about content and today – fresh new content is king • Off Page -‐ This is all about other sources of traffic driving visitors to your site and and sharing informa2on. For all of us this is what we all know as Social
Technical
Here are the 11 top things -‐ if any of these are missing stop and get them fixed immediately:
• Responsive Behavior / Mobile Op2miza2on • Site Speed Improvements / No Code Bloat • Meta Tags: Op2mized and unique meta 2tles and descrip2ons for Results Pages • Canonicaliza2on for duplicate content • Pagina2on for SEO • Image Op2miza2on: directory structure, filename, ALT and 2tle tags • URL & naviga2on text op2miza2on • Correct 3XX to have a clean site • Scans for page errors • Micro Data / Structured Data: for search engines • XML and HTML sitemaps
On-‐Page
There are lots of things to review here but we are going to focus on content • Most firms can speak of services, prac2ces, about, case studies etc -‐ and very omen it doesn't change • Google wants you site to be fresh with new content all the 2me -‐ there is an insa2able appe2te for content • You need a blog -‐ not just any blog but thought leadership New content is the fuel for your communica,on machine. Digital communica,ons is all about crea,ng content
Thought Leadership
• Most people are afraid of a blog. Don’t be – You are an expert • Thought leadership is speaking to those looking to buy your goods or services • You are an the expert and they only need to know the basics. This is not for your peers – It’s easy.
Off-‐Page Builds Domain Authority
• To do this we use the content in thought leadership to drive the different social channels that people interact with. • Social is all about communica2ng with people on their preferred channel • This can’t be hap-‐hazard – it has to be planned with an editorial calendar that defines best prac2ces and frequency.
LinkedIn is the least important for B2C – the channel is the clear choice for B2B • Low level of work required for good returns • Channel op2miza2on is key • Original content: thought leadership, job pos2ngs, news • Business insights such as info-‐graphics, case studies and tes2monials are good content • Should develop an editorial calendar for posts • Paid opportunity through promoted posts
TwiXer
Primarily mobile, suitable for B2B and B2C • Should be one of your core social media channels • High level of work required but essen2al for SEO and exposure • Minimal channel op2miza2on required • Original content and repos2ng, following and liking other's content
• Should develop an editorial calendar for posts • Twi`er cards -‐ technically challenging to set up but very effec2ve • PR tool -‐ great for customer support and discussion • Paid opportunity to promote posts
You Tube
Part of the Google network, suitable for B2B and B2C • Video is the latest social media trend • Best content and most engaging -‐ on all plaoorms • High level of work required but essen2al for SEO and exposure • Minimal channel op2miza2on required -‐ but advanced SEO op2miza2on is key • Highly effec2ve – original content fuels other social media • Should develop an editorial calendar for content • Paid opportunity, great value -‐ adver2sers only pay per click or when someone watches for 30s
Google Plus
Part of the Google network, suitable for B2B and B2C • Video is the latest social media trend • Best content and most engaging -‐ on all plaoorms • High level of work required but essen2al for SEO and exposure • Minimal channel op2miza2on required -‐ but advanced SEO op2miza2on is key • Highly effec2ve – original content fuels other social media • Should develop an editorial calendar for content • Paid opportunity, great value -‐ adver2sers only pay per click or when someone watches for 30s
Number one channel -‐ tradi2onally thought of as B2C but more and more B2B • High level of work required and consistent • Moderate channel op2miza2on required • Original content, repos2ng and following • Interac2ng with followers • Should develop an editorial calendar for posts and content crea2on • Paid opportunity -‐ promoted posts, promoted profile, promoted link to website
Primarily younger demographic and B2C -‐ mobile na2ve • High level of work required as this channel requires original content • Minimal channel op2miza2on required • Original content must be crea2ve and high quality • Original content, repos2ng, following and engaging • Editorial calendar for posts and content crea2on • One of the few channels that plays well with other social channels • No paid opportunity to target specific audience
Primarily younger demographic and B2C • Low level of work required • Channel op2miza2on is key to success • Best suited to those making things -‐ manufacturers • Original content, repining, and following • Should develop and editorial calendar for posts and content crea2on • Long las2ng benefits • Pins linked to your website can drive traffic
Tracking ROI.. Repor,ng and Analy,cs
With Paid, people bought adver2sing and could not really track it’s success outside of brand exposure. Google analy2cs and call tracking allow you track your ROI to con2nually evolve your efforts. Analy2cs and insight drive future communica2ons and future efforts. For some this is investments – others it is 2me.
A|B Tes,ng and Con,nual Evolu,on
The key to digital communica2ons is gepng started. Make an informed decision then rely on your audience to tell you what is best. Test, test, test and test again and let your audience tell you what changes to make. We call this A|B tes2ng an you need to do it for everything you do. Website, landing pages, emails, social....everything.
It Takes Time
Don't expect immediate results. Everyone expects to see results right away, we tell clients to expect to see results in 6 months, some2mes 3 if they are lucky. It’s important you commit resources and s2ck to it for 12 months -‐ and you have a backup.
If You Are Impa,ent...
Omen we recommend supplemen2ng digital communica2ons and center of influence with Inbound Marke2ng and Paid Adver2sing. Inbound marke2ng is simply providing valuable informa2on as a carrot to obtain contact informa2on from poten2al contacts. Various plaoorms then allow you to communicate with them, and track them through your sales cycle and conversion funnel. Paid Adver2sing can be used to promote content in social channels, or directly in Search engines to a`ract people at the point of searching. The main downfall with the la`er is that amer your spend is done, there is no future value. With organic the efforts impact your business moving forward -‐ forever.
Where To Start
• Cri2cally Review Your Messaging • Website Audit, • SEO & Social Audit • Communica2on Roadmap • Start Communica2ng
Contact Info
Jeff Howard BDO Canada 6701 Financial Drive Suite 200 Mississauga ON L5N 7J7 [email protected]