Discover how small business can make the most of limited budgets, common and costly marketing mistakes to avoid, especially with Social Media, how webinars can be a successful part of your marketing mix, specific steps for a successful social media marketing plan and 7 "must-haves" for your marketing success plan for 2013 Interested in ReadyTalk for webinars? http://www.readytalk.com/products-services/webinars

1. Today’s Agenda – What’s Working in
Small Business Marketing 2013
• Survey of Trends What’s Working Now
• How to Use Technology in Marketing
• Content Marketing for 2013 and Beyond
• Your Questions and “3 Must-Haves”

2. About Bob, SMB Marketing Survey
• Bob Hanson, President, Quantum Leap Marketing, Inc.
• Direct Response and Content Marketing for Clients since 1991,
over $1.45 billion in sales leads created
• Focus on Financial Services, High-Tech, and Marketing Verticals
• Client Attraction Marketing System™
• Survey completed January 2013, 269 Completes

3. 10%
20%
30%
40%
50%
60%
70%
80%
0%
Ref errals
Email Marketing
©2012-2013 Quantum Leap Marketing Survey
Partners or
Af f iliates
Simple Web
Presence
Website
Marketing
(SEO, PPC)
Trade Shows or
Live Seminars
Social Media
Marketing
Content
Marketing (Free
Primary Ways of Marketing Today
Report)
Webinars,
Online
Seminars
Direct Mail
How Generating Leads Today?
Telemarketing

4. How Measure Marketing Results?
Measuring Marketing Effectiveness
60%
50%
40%
30%
20%
10%
0%
Number of Number of Total Revenue Number of Campaign ROI Cost Per Lead Don't Track,
Leads Sales Generated Won Sales Don't Measure
Generated Opportunities Opportunities
Generated
©2012- 2013 Quantum Leap Marketing Survey

5. What Marketing Technologies for 2013?
Online Marketing Technologies
80%
70%
60%
50%
40%
30%
20%
10%
0%
Website
Social Media
Marketing
Management
Pay-Per-Click
Content
Conf erencing
(Google) Ads
Webinars or
Marketing
Customer
Email
(CRM)
Web
©2012- 2013 Quantum Leap Marketing Survey

6. What Social Media for 2013?
Social Media Marketing Technologies
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Blogs
Facebook
YouTube
LinkedIn
Other
Twitter
Pinterest
©2012- 2013 Quantum Leap Marketing Survey

7. Snapshot from Survey
What’s Up, What’s Down, What’s Faster?
• Email
• Social Media
• Websites and Website Marketing
• Webinars
• Direct Mail
• Seminars/Trade Shows
• 35% Review Marketing Plans Monthly
• 32% Review Marketing Plans Quarterly
©2012-2013 Quantum Leap Marketing Survey

8. Key Takeaways from Survey
• Social Media Marketing on the Rise with SMB
2013 will be about ROI!!!
©2012-2013 Quantum Leap Marketing Survey

9. How Get ROI from Social +
All SMB Marketing in 2013
• Engage Social + Online Marketing + Content
Marketing
• Importance of Compelling Content – Think
“Narrowcasting”
• The Way You Market Does Matter - Promotion
• Online Events in the Marketing Mix
©2012-2013 Quantum Leap Marketing Survey

10. 0%
10%
20%
30%
40%
50%
60%
70%
80%
Generate Leads
©2012 -2013 Quantum Leap Marketing Survey
Educate
Prospects,
Customers
Position
Company in
Market
Nurture Existing
Leads to Clients
Objectives with Marketing Webinars
Add New
Prospects to
Marketing
Database
Create Webinar
Recording
Content to Accomplish Many Objectives

11. 3 “Must-Haves” for Your 2013
Marketing Success Plan
1) Targeted Content is Your (Social
Media) Draw
2) Funnel to Webinars in the Marketing
Mix
3) Shorter Cycles = 30 to 90 day
marketing calendar
©2012-2013 Quantum Leap Marketing Survey

12. MOIRA VETTER, CEO
MODO MODO AGENCY
- 25 Years B2B Marketing Experience…
- Specialties: brand/valuation evolution, sales &
marketing effectiveness, growth acceleration
for complex businesses…
- Executive Advisory Board American Marketing
Association Atlanta, Board of Entrepreneur
Advisors, Georgia Department of Education
Marketing Cluster, Adjunct Faculty Kennesaw
State University

13. 2013 Budget Trends
• Zero-based budgeting has become sub-zero based
budgeting
• (If the business is large enough) Other people’s
budgets – marketing automation in IT,
Salesforce.com in the sales budget, signage or
environmental graphics as a corporate expense.
• Use extended family, interns and entry level staff
for Social Media to keep budgets low.

14. Uses of Technology in Marketing
• Rise of Marketing Automation usage like Pardot and Marketo. Measure all
the time! Pardot is now month-to-month.
• Marketing Automation enables you to build landing pages that integrate
your online marketing with Web (without you having a Webmaster).
• Integrate Marketing campaigns with high value content that captures
information, encourage engagement and continue a dialogue.
• HootSuite and other apps help you distribute from one site.
• Net Promoter Score tools such as Listen360 enable you to incorporate
customer surveys AND push Promoter feedback directly to Social media
(without you having a Social Media person).
©2012-2013 Quantum Leap Marketing Survey

15. Mistakes To Avoid in 2013
• Unlimited online Advertising. Banner Advertising
visibility is NOT the same as print Advertising.
• Stop manually connecting the dots. Use marketing and
sales automation now that the price point &
complexity are accessible.
• There are other parts of the marketing mix. Social
Media alone, and email marketing alone will NOT get
you the number of impressions, amount of
engagement and actual credibility you need to CLOSE.
©2012-2013 Quantum Leap Marketing Survey

16. 2 “Must-Haves” for Your 2013
Marketing Success Plan
1) Social is most effective where buyers are
impacted by Social Media (in the head space
for influence while engaging with).
2) Repurpose & integrate. Reuse topics covered
in Webinars in ALL your marketing collateral,
campaigns.

17. Webinar Series – “Cut through Clutter”
• Products Company Understood the Power of Great Topics
• Targeted Decision Makers for Its Products
• Surveyed Decision Makers on “What are most pressing problems?”
Results…
• Survey Determined Top 3 Issues in Decision Makers Minds
• Monthly Webinars on Top Issues with Outside Speakers (Including Top Blogger)
• 5 Different Media Used to Drive Webinar Attendance
• Sales increased 30% in 12 Months after Series Launch
(Largely Drive by Webinar Leads)

18. Chris Baggott
CEO & Co-Founder
@ChrisBaggott
@Compendium

19. “Content marketing
is all the marketing
that is left.”
Seth Godin
Best Selling Author

21. Personas
Jill Brown Behaviors & Culture Fears
Single Working Mom • Slightly unorganized • Feeling unaccomplished
• Very practical but easily flustered • Something bad happening
• Honest and sincere to her son
• Passionate • Getting off task
“There is always
something to be done. I
need tasks to be simple Challenges Motivations
and easy so I can focus on • Managing multiple tasks at once • Checking things off her
• Coping when “life” happens and
the more important goes against her “plan”
“to-do” list
• Quality time with her son
things in life, like my son • Feeling accomplished
Brady.” Known Information:
User Category: New
Apartment Tenant
Sample Search Queries Needs & Expectations
Age: 38 • Apartments in safe • Simplicity
neighborhoods •
Race: White • Affordable apartments in
Affordable housing options
• Products and services that are
Education: Associate St. Louis easy to understand and choose
• How to downsize living space • Anything that is in the best
Degree interest of her son
Employment: Full time
Household Income: $40,000
Family: Divorced, Single
mother

22. Customer Engagement Cycle
Stage Questions Asked
Awareness How can I find/fix/help __________?
Considerati What do I need to consider when purchasing
on __________?
Inquiry What options/solutions does this company
offer?
Purchase Why is it better to purchase from this
company over another?
Retention What would make me purchase from this
company again?

23. Tyler Cole, 21 Jill Brown, 38 Kevin Rogers, 52
College Student Single Working Mom Empty Nester

24. Topic Modeling

25. Topic Modeling

26. Most Popular Content Tactics

28. Editorial Calendar

29. FAQ

30. 3 “Must-Haves” for Your 2013
Marketing Success Plan
1. Curate Internal Content
2. Integrate all of your content marketing channels.
3. Use content as DATA!

31. Recap: 7 “Must-Haves” for Your 2013
Marketing Success Plan
1) Targeted Content is Your (Social Media) Draw
2) Funnel to Webinars in the Marketing Mix
3) Shorter Cycles = 30 to 90 day marketing calendar
4) Social is the most effective where buyers are impacted by Social Media (in the
head space for influence while engaging with)
5) Repurpose & Integrate. Reuse topics covered in webinars in ALL your marketing
collateral and campaigns.
6) Curate internal content
7) Integrate all of your content marketing channels
8) Use content as DATA!

32. Have more questions? Chat “YES” to take a closer look
at the ReadyTalk platform or start a 30 day Free Trial