what your sbdc clients need to know about marketing today to succeed
DESCRIPTION
A presentation by Douglas Burdett to the annual meeting of the Virginia Small Business Development Center.TRANSCRIPT
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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