Embed Size (px)
DESCRIPTION
Steve Thomas discusses best practices when marketing on a budget.
Citation preview
Marketing on a Budget
March 6, 2013Presented By: Steve ThomasPresident of The Net Impact
About the speaker
Steve ThomasPresident, The Net ImpactVice President, UnidevPresident, American Marketing Association-St. LouisPresident, Missouri Venture Forum
With over 18 years of internet strategy experience, Steve is a nationally recognized speaker, author, and entrepreneur.
Contact me:Twitter: @TNIMANLinkedIn: www.linkedin.com/stevenrthomas
Times are changing
Courtesy of Hubspot
Top marketing mental roadblocks
You have limited Time/Staff
You have a limited budget
You think it’s hard to compete with large companies
You are not tech savvy
The cash cost of marketing
Direct Mail $3500Billboards $2500Local Television Commercial $1500 +Social Media FREE
Requires investment
$
T
Why online matters
Approximately 85% of consumers search for local businesses online.
Only 63% of small businesses have a website.
Web assets are tools
=
Donut strategy
Blog
Directories
www.yourfirm.com
Youtube
Center of the donut
SEO on a budget
SEO (Search Engine Optimization) is the process of affecting the visibility of a website in a search engine’s natural and unpaid search results.
The higher ranked and more frequently your site appear in search results, the more visitors you have.
Basic SEO content includes visible text, images, videos on your website and links from other sites.
Yes, keyword phrases count.
Starts with goals
• My web assets need to:– Validate my business card
• Free to $1,000 - Low cost means low traffic• $1,000 to $8,000 –SEO and better position• Over $8,000 – Feature rich and flexible for SEO
– Drive local traffic - Free• Directories, Google +, Yelp
– Gain authority – Offsite content• News, blog, articles, videos, press releases
– Buy traffic – Sponsored (paid) search• Google, Bing, Facebook
Third party social media
What Google suggests
What Google suggests
What Google suggests
Local is important
• 84% of all users perform local searches (Kelsey Group)• 61% of all local searches result in purchases (comScore)• 57% of online shoppers say they shop online but plan to make purchases offline (NDP Group)• 82% of local searchers follow up offline with an in-store visit, phone call or purchase (comScore)
Uses for social media
Use Facebook to promote and engage customers
Uses for Social Media Marketing
Use Facebook to showcase your services, location, and employees
Why create video content
• Over 800 million unique users visit Youtube each month
• In 2011, Youtube had more than 1 trillion views or 140 views for every person on the Earth
• 72 hours of video are uploaded to YouTube every minute
How “to” & How “not to” videos
Post free content
By giving customers free content, you show your authority
Searching “Hardwood Floor Repair” yields
5,130 results
Pinterest is hot for images
Engage users with social media
1. Ask fans what they want and try to find solutions
2. Converse with your users, even if it doesn’t pertain to you
3. Engage with your users4. Respond promptly to any questions your
customers have
Listen – Ask - Talk
Measurable analytics
Use social media to figure out who your audience is and how you reached them.
Effort
Tool Content FrequencyWebsite Text, articles, news, PR,
images, videos, testimonials
Monthly at least
Facebook All above Listen daily, post at least weekly
Youtube Videos As created
Pinterest / Flickr Images As created
Blog Authoritative content Monthly at least
Press releasesNews articlesTestimonials
Original information about you
As available
Local directories (Google +) Content about you Once, then review weekly
Uses of content
Blog
Directories
Youtube
Article/PR about a project
Take-aways
• Consider your goals before you start– Reinforce business card– Lead/Sales quantity
• Listen before you speak– See what others like you say– See what others say about you
• Develop your “Donut” web assets• Think local• Stay engaged
Thank You!
Follow The Net Impact:
Facebook: www.facebook.comTheNetImpactTwitter: @thenetimpactLinkedIn: http://www.linkedin.com/company/the-net-impact
Download this presentation:
http://www.slideshare.net/TheNetImpact
