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Marketing on a
       Budget
              March 6, 2013
Presented By: Steve Thomas
President of The Net Impact
About the speaker
              Steve Thomas
              President, The Net Impact
              Vice President, Unidev
              President, American Marketing Association-St. Louis
              President, Missouri Venture Forum

              With over 18 years of internet strategy experience,
              Steve is a nationally recognized speaker, author, and
              entrepreneur.




                      Contact me:
                      Twitter: @TNIMAN
                      LinkedIn: www.linkedin.com/stevenrthomas
Times are changing




Courtesy of Hubspot
Top marketing mental roadblocks


                         You think it’s hard
   You have limited
                          to compete with
      Time/Staff
                          large companies


  You have a limited      You are not tech
       budget                  savvy
The cash cost of marketing


         Direct Mail $3500
         Billboards $2500
         Local Television Commercial $1500 +
         Social Media FREE
Requires investment



                      $


           T
Why online matters


 Approximately         of consumers search for
            local businesses online.


 Only      of small businesses have a website.
Web assets are tools




                  =
Donut strategy



                                  Facebook

    Blog


               www.yourfirm.com




 Directories
                                      Pinterest


                    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
Marketing on a Budget
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 users
4. 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                      Frequency
Website                     Text, articles, news, PR,    Monthly at least
                            images, videos,
                            testimonials
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 releases              Original information about   As available
News articles               you
Testimonials
Local directories (Google +) Content about you           Once, then review weekly
Uses of content



                                 Facebook

    Blog                    Article/PR
                             about a
                             project




 Directories
                                         Pinterest


                  Youtube
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.comTheNetImpact
   Twitter: @thenetimpact
   LinkedIn: http://www.linkedin.com/company/the-net-impact




   Download this presentation:
   http://www.slideshare.net/TheNetImpact

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Marketing on a Budget

  • 1. Marketing on a Budget March 6, 2013 Presented By: Steve Thomas President of The Net Impact
  • 2. About the speaker Steve Thomas President, The Net Impact Vice President, Unidev President, American Marketing Association-St. Louis President, Missouri Venture Forum With over 18 years of internet strategy experience, Steve is a nationally recognized speaker, author, and entrepreneur. Contact me: Twitter: @TNIMAN LinkedIn: www.linkedin.com/stevenrthomas
  • 4. Top marketing mental roadblocks You think it’s hard You have limited to compete with Time/Staff large companies You have a limited You are not tech budget savvy
  • 5. The cash cost of marketing Direct Mail $3500 Billboards $2500 Local Television Commercial $1500 + Social Media FREE
  • 7. Why online matters Approximately of consumers search for local businesses online. Only of small businesses have a website.
  • 8. Web assets are tools =
  • 9. Donut strategy Facebook Blog www.yourfirm.com Directories Pinterest Youtube
  • 10. Center of the donut
  • 11. 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.
  • 12. 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
  • 18. 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)
  • 19. Uses for social media Use Facebook to promote and engage customers
  • 20. Uses for Social Media Marketing Use Facebook to showcase your services, location, and employees
  • 21. 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
  • 22. How “to” & How “not to” videos
  • 23. Post free content By giving customers free content, you show your authority Searching “Hardwood Floor Repair” yields 5,130 results
  • 24. Pinterest is hot for images
  • 25. 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 users 4. Respond promptly to any questions your customers have Listen – Ask - Talk
  • 26. Measurable analytics Use social media to figure out who your audience is and how you reached them.
  • 27. Effort Tool Content Frequency Website Text, articles, news, PR, Monthly at least images, videos, testimonials 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 releases Original information about As available News articles you Testimonials Local directories (Google +) Content about you Once, then review weekly
  • 28. Uses of content Facebook Blog Article/PR about a project Directories Pinterest Youtube
  • 29. 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
  • 30. Thank You! Follow The Net Impact: Facebook: www.facebook.comTheNetImpact Twitter: @thenetimpact LinkedIn: http://www.linkedin.com/company/the-net-impact Download this presentation: http://www.slideshare.net/TheNetImpact