My Presentation at Small Business Sales Summit in Kelowna

1. Sma l l Bu s i n e s s Sa l e s Summi t
Brick by Brick – Building a Solid Digital Media Strategy

2. Frithjof
Petscheleit
BlueBird Business Consulting offers a full range of digital
media services from building a social media strategy,
website development and social media training to fully
outsourced social media management services.
Digital Media Strategist
Web Designer
Social Media Educator
facebook/BusinessBlueBird Businessbluebird.com twitter/bluebirdbc

3. Building a solid
Digital Media
Strategy
8 of 10 SMBs use
Social Media for Business Growth
(Hubspot Feb 2014)
33,000,381 Internet Users
in Canada
95%
500 Million
Tweets / Day
(internetlivestats.com)
19 Million Users
13 Million Canadians access
Facebook at least once a month
(2013 Financial Post)
40,000/sec
Google searches
(internetlivestats.com)
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4. Back to the
future

5. Top 3 Mistakes
Businesses still make
1
Not allocating enough
resources

6. How can you squander even
one more day not taking
advantage of the greatest
shifts of our generation? How
dare you settle for less when
the world has made it so easy
for you to be remarkable?

7. Top 3 Mistakes
Businesses still make
1
2
Not allocating enough
resources
Too many sales
pitches

8. It’s called “Social
Media”
Not
“Buy my S**t Media”

9. 1
2
Not allocating enough
resources
Too many sales
pitches
3 No Plan
Top 3 Mistakes
Businesses still make

10. Digital Media
All Departments
Sales and Marketing
Customer Service CEO

11. Concerns
Consider shifting resources from ineffective areas to digital.
1 Financial Concerns
Staffing
Big budget can be replaced with
creative talent and time
Drain on Staff resources
2 ROI
Hiring effective digital media
experts costs money
Calculating return on investment
can be difficult
3
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12. $$ Investments
Ads
Direct investment only pay
per click
Infrastructure
Web design,
Platform design
Hours
Owner hours
Staff hours
Agency hours
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13. Strategies
These are mostly ineffective and a waste of resources!
What ever is
1 easiest 2 The cheapest 3 What others do
Businessbluebird.com facebook/BusinessBlueBird twitter/bluebirdbc

14. Posting ads or
listings on
Facebook is NOT
Marketing
Posting
“Stuff”

15. Digital Media Assets
More than just Social Media
Website
Responsive / Mobile
Static company
information, contact
and point of sale
Blog
Center of Web
presence
Center of Website
SEO, Relationship
building, building trust
Email
Marketing
Nurture Relationships
Over 90% saturation
Increasingly mobile
Social
Media
Daily real-time
conversation
Inform, entertain, build
relationships and trust
Image
Digital Story telling
Pinterest, Instagram,
Flickr….
Video
Entertain and Inform
YouTube, Vimeo, Vine,
Instagram
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16. Digital
Media
Strategy Define target
1 Each audience requires
audience
a unique strategy
2 surveys, analyze
Research Audience
preferences
competition
ask and listen
3 Execute Create content plan
aligned with Business
goals
4 Analyze Everything digital can
be measured
Businessbluebird.com facebook/BusinessBlueBird twitter/bluebirdbc

17. Digital
Media
Strategy Define target
1 Each audience requires
audience
a unique strategy
2 surveys, analyze
Research Audience
preferences
competition
ask and listen
3 Execute Create content plan
aligned with Business
goals
4 Analyze Everything digital can
be measured
Businessbluebird.com facebook/BusinessBlueBird twitter/bluebirdbc

18. Where do
they live?
How old?
Where do
they
Hang out?
Where are
they in
Life?
Define Audience
The better you can define your audience the more effective you can be
Create a strategy for each audience
facebook/BusinessBlueBird Businessbluebird.com twitter/bluebirdbc

20. Putting the
pieces together

21. Content Marketing Plan
No outside provider can know your business as well as you do
You have to take charge!
Align
Align digital marketing
with business plan and
offline marketing
Publishing Calendar
Plan content according to
audience and goals
Direction
Company owner / CEO
to provide direction
Support
Use one piece of content
on different platforms
Branding
Carry your logo, colours
style through all of your
assets
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22. Content
Considerations
Define
Goal
Call to action
Share
Consider
different
Cultures
Post
Update
Analyze
What worked?
What didn’t ?

23. Don't be afraid to
get creative and
experiment

24. Listen & Analyze
• Google Analytics
• Facebook Insights
• ……
Monitor keywords
Survey audience
Analytics
Listen
Adjust
Strategy
What
worked?
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25. Pay per click
Snapchat
Webinars
Podcasts
YouTube SEO
Pinterest
Instagram
Facebook Twitter
LinkedIn
Email Blog Website

26. Your next steps
A digital media strategy needs to be reviewed and adjusted continuously
One
Gain control over
all online assets
• Website
• Social Media
• Analytics
Two
Find your target
audience and find
out where it
spends time
Three
Create strategy
Marketing plan
Communications
plan
Budget
Four
Learn what
worked and what
didn’t
Adjust strategy
regularly
Control Decide on
Target
Plan Execute&
Adjust
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27. BlueBird Business Consulting
50% off 1hr Digital Strategy consultation
@BluebirdBC
/BusinessBluebird
ca.linkedin.com/in/bluebirdbc
facebook/BusinessBlueBird Businessbluebird.com twitter/bluebirdbc