Marketing Your Small Business
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Transcript of Marketing Your Small Business
Marketing Your Small BusinessBy Jeff SanGeorge
Connect Marketing & Design
Marketing
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.“ –American Marketing Association
Marketing
Goals:1. Awareness2. Conversion3. Retention
Traditional Media• Find a Niche• Advertising in target publications• Direct Mail• Find Ways to make Traditional Media
Interactive (ie: QR codes in Direct Mail Piece)– Variable Data Printing– P.url’s, Landing pages
• PR• Don’t Forget Networking! • Follow up
New Media
Why is Search Important?
Rare opportunity to be in front of someone while they are looking for what you offer. (small window of time)
Two ways to show up in Search:
SEM: Paid Search: i.e. Google Adwords
SEO: Search Engine Optimization
Keywords and Phrases
Basis of an Online Marketing Strategy
3-8 keywords or phrasesResearch competitionResearch Keyword popularity
Search Engine Optimization (SEO)
• 300 factors• Popularity, Authority &
Relevance–(link Juice)
Optimizing your site:• Onpage factors• Offpage factors
Onpage Factors
• Page title• Header• Pictures tagged with text (alt)• Page Description• Keyword Density
Offpage Factors
• Links to your site–Who is linking to you, what is their
Popurality, Authority, Relevence? (Link Juice)
The Hub
• Home of your online brand• Choose a platform• Website or blog?• Optimize for Conversions!• Give your content “handles” make
it sharable• Onpage SEO
– Friends don’t Let Friends use Flash– No Flash Landing Pages– No Flash Navigation
The Spokes
• Outposts of your brand• Brings People and Search Engines
to your Home
Social Media
• Build Inbound Links
Relationship Marketing• Engagement
– Emerson’s law of Compensation• Word of Mouth strong, built on
Trust
Customize your Facebook Page,go beyond “the Wall”(custom fbml tab)
Blog
• Regular updates• Informal Communication• Photography• Engagement (comments)
Others:
• YouTube• Flickr• Foursquare/Yelp• Niche Social Media Sites• Local social media sites
(triadmommies.com)
Email Marketing
• Top Rated for ROI – $43.52 per dollar spent in 2009
(emailstatcenter.com)
– Inexpensive• Users must opt. in• Relationship Marketing
The Content
Leverage What you Already Have!
Measure and Monitor
• Google Alerts• SocialMention.com• Click Tracking: Bit.ly, Goog.le• Facebook Insights• Twitter interactions (RT’s, @replies,
DM’s)• Listening and Responding• Advanced tools and ROI
Free Tools
• Google Analytics• Google Trends• Google Website Optimizer• Google Webmaster Tools• Google Places• Google Alerts
(Non-Google) Free Tools
• Weebly.com• Websitegrader.com• Domai.nr• MailChimp.com
Website DesignMarketing Materials
(Logos, Brochure, Advertising Design)
Social Media Strategy Social Media Training
Search Engine OptimizationMarketing Consulting
Facebook.com/ConnectMarketingDesignTwitter.com/jeffSanGeorge
LinkedIn.com/in/JeffSanGeorgeblog: jeffsangeorge.posterous.com
blog: GoodWithoutGluten.com