Digital Marketing with Confidence

For Small Business

Your Marketing Message

•Why? • Your goals

•What? • Your content

• How? • Your delivery

When? Your schedule

Who? Your Audience

Why?

• Build Awareness

• Drive Sales

• ROI

What? Your Content

• Content generation – how?

• Informed by your goals and values

• Text, pictures, video

• Content management

How? Content Delivery Methods

• Inbound • Website

• Social

• Pages

• Groups

• Bios

• Profiles

• Outbound• Social Broadcasts

• Posts

• Updates

• Email

• Direct

• Events

• Advertising

When? Scheduling your Content Delivery

•Decide on number of blogs

• Promote blogs regularly

• Use a content calendar

• Use an automated system

Who?

• Who cares?

• Your funnel

• Your potential customers

• Your existing customers

Your Website checklist

• Easy to find

• Easy to use

• Quick to load

• Fresh: Regular content posting

• Attractive: Good pictures

• Clear: Obvious calls to action

• Friendly: Smiling faces

• Only one part of the jigsaw

Call to Action

Call to Action

Calls to Action

1. Think about it • Sign up for Newsletter

• Find out more

• Register your Interest

• Download lead magnet• Result: Email address

• Needs: Nurture Path

2. Take action • Become a member

• Buy something

• Come to an event • Result: Money

• Needs: Nurture Path

What Social Media Channels?

• You can’t leverage them all

• Where is your niche?

• Consider demographics of different channels

• Pick two or three at most

• Brand consistency across all channels

Linked In: 2003

• LinkedIn is the oldest social media channel and is primarily a professional networking site.

• Don’t expect to see pictures of cute kittens on this channel; it’s very serious over on LinkedIn.

• If your business is B2B then this is where you need to be. With 259 million users worldwide (Oct 2013) this also the place to recruit other professionals.

• 10m UK users, graduates (increasingly students are using LinkedIn), professionals, slightly more men.

Facebook: 2004

• Facebook currently hosts the single largest concentration of consumers on any social media channel.

• Unlike LinkedIn, Facebook puts the “social” into social media. Small businesses using Facebook need to talk to their target audience in a socially engaging way

• Over 31 million UK users, with 26% falling into the 25-34 age bracket.

• Great for B2C, not so much for B2B.

• You can now sell directly from your Facebook page

You Tube: 2005

• Not just a social channel, also the second largest search engine. Owned and indexed by Google.

• Video can be posted and optimised for search

• Businesses can build whole channels of content

• Live streaming via Hangouts on Air

• Video is more or less essential for small biz marketing these days

Twitter: 2006

• What’s happening, as it happens

• Limited to 140 characters

• Great for listing potential customers and engaging with them

• Great for building professional networks

• The home of the original hashtag

• Twitter hours can be excellent sources of information and contacts

• #SurreyChat #bizitalk #handmadehour #wineoclock #womeninbiz

Slideshare : 2007

• Owned by Linked IN

• Allows you to share presentations like Powerpoint docs and YouTube videos.

• Google also uses Slideshare’s content, so another useful SEO tool.

• With over 60 million visits and 120 million page views per month, Slideshare is predominately and research based channel. Definitely one for B2B and for building your authority in your industry.

• Consider setting up an account and get sharing your presentations, statistics, reports and more.

Instagram: 2010

• This photo sharing social network creates fabulous pictures everyone wants to share.

• Users download the app to their Smartphone and create an account. Take a photo, apply a filter and share your professional looking image.

• Captions, hashtags, pins to the Photo Map can all be added, increasing the potential audience for your image. Instagram now supports short videos too.

• 150 million users worldwide, with 18% of mobile users on Instagram. Predictably 43% of Instagram users are between 18-29 years. There’s no significant difference between male and female usage.

• 56% of users say they are on Instagram every day.

Google Plus: 2011

• Already the 2nd largest social network and with the power of Google behind it, all small business should consider building a presence on Google +.

• Content indexed and searchable by Google and You Tube Search Engines• Behind the social media layer is a host of productivity tools for SMEs: Google

Drive, Google Calendar, Gmail, Adwords, blogger, Google Hangouts and YouTube. • Google Places for Business allows you to raise your business’ visibility through

search engines, maps and also offers check-ins, reviews and the opportunity to connect with customers.

• Google are surprisingly cagey about their stats but from other sources we’ve gleaned that 42% of

• users are 18-24 years with a stronger male audience. 35% are single

Pinterest – 2010

• Users create themed “boards” where they “pin” images, videos and content from other websites. Other users can follow boards, repin, email pins and like pins

• Linked to Facebook • The network most likely to drive spontaneous purchasing• 2 million UK users as of July 2013 and growing. • Perhaps surprisingly 56% of users in the UK are men. • In the UK users are mostly searching for venture capital, blogging

resources, web statistics, SEO, marketing and public relations. This seems to suggest that there is B2B angle as much as a B2C.

What tools could you use? Sharing, Organizing and Automating Content

• Google Drive • Content Calendar • Buffer• Hootsuite • Insightly• Mailchimp• Klout

Google Drive is an easy way to share documents between groups and edit them live. Just go to www.drive.google.com

Social Media updates based on your Blog Content can be stored in xl and cut and pasted once a week

The Blog Content Calendar makes it easy to organise content delivery

What tools could you use? Tracking and Measuring Success

• Google Analytics & apps

• Social Analytics & apps

• Other Statistics (Eventbrite, Meetup, Klout)

• Email client & CRM statistics

• Paypal reports

• XL spreadsheets