Presentation made by the Arkansas State University Small Business and Technology Development Center to nursery businesses at the Arkansas Green Industries Association annual meeting Thursday, January 24th. Provided short overview of online marketing for small businesses

1. Arkansas Green Industry Association
Online Marketing Basics
Get the Basics

2. The Opportunity…The Challenge

3. Marketing Plan
What is my MESSAGE? – Value Proposition
Who are My CUSTOMERS?
Where do they LEARN ABOUT ME?
What MATTERS to my Customers?
What is my SALES FUNNEL?

4. Feeding the Cash Register
Email
BLOG
Local Search Off-Line
Web Site

5. Getting the Word Out
Spread the word on the RIGHT Channels
Post it on a site
that search engines
can index
Create Content in
Where we create content to FEED our Blog a Form Customers
Want

6. Where to Start
First Things First:
Website
If a Local Business – Claim Local Listings
Leverage E-Mail to connect with customers
Develop a Buyer Persona to target best customer
Determine what is important to that segment
Set Up Monitoring Platforms
Determine the RIGHT social networks
Determine the RIGHT type of Content
Start Delivering Good Content they VALUE
Find tools to make your Online Marketing Easier

7. What is Good Content
Educates
Informs
Entertains
Provides Value
Builds Trust
Creates Relationships…then
SELLS……

8. How to Spread Content
Video
Images, pictures –
Articles
Infographics
eBooks/White Papers
Webinars
Podcasts
Coupons/discounts/special offers
Know how subscribers in different networks PREFER to receive your content

9. Tools to Create Content
Slideshare.com upload your PowerPoint, word documents, pdf files, brochures,
even video online to share with your audience
Animoto.com Video creation and sharing tool that allows you to upload images
and short video clips, add text, then mix with a great music library to share with your
fans.
Storify.com Online curation site bring information from Google, Facebook, Twitter,
YouTube, Instagram and more. Perfect for quick creation of information in appealing format.
YouTube – Fits as both a support tool and as its own social network. Shoot video
from anywhere, upload to YouTube and share on your sites.
Get more information about Slideshare, Animoto and YouTube at
our Storify article “Tools to Create GREAT Content”

10. Tools to Save Time
Hootsuite.com
Buffer.com
Tweetdeck.com
Facebook Page Scheduler
Read all about these and other scheduling tools at our
Storify article “Scheduling Tools for Beginners”

11. How is Social Media Used?
• Customer Service
• Product/service feedback
• Industry networking
• Promotions/Contests
• News, company updates
• Internal Collaboration

12. Creating a Social Media Plan
STEPS
Pre-planning
Listen to the conversations
Create TARGET profile
Set Specific Goals
Join Conversation
Measure Return

13. Step 1 Preplanning
What are your CURRENT Channels?
E-Mail? Direct
Mail
Newsletter
Websites s

14. Step 2 Listen to the Conversation
Secure your brand on social
platforms
Blogs, twitter, Facebook,
LinkedIn
Usernames unique
Try to be consistent
Set up monitoring platforms
Google Alerts
SocialMention.com
Technorati
Twitter Search

15. Monitoring Tools
http://www.google.com/alerts
https://twitter.com/search
http://www.socialmention.com/
http://addictomatic.com/
Listen to the conversations!
Read detailed “How To” set up at our storify posts
http://storify.com/asbtdc_asu/monitoring

16. Industrial Espionage
Follow your competition on social media
See what networks they use
Evaluate how they connect
Evaluate “value” they add to customers
Reactions of followers, fans, subscribers, etc.
STEAL What works!
AVOID what isn’t working

17. Step 3 Create Target Profile
Find KEY attributes by Listening
Chart out their presence in social
media
Market Segmentation
Demographic
Geographic
Psychographic
Behavioristic
Continue to gather customer
information along the way

18. Exactly Who Uses Social Networks?
Are they my Potential Customers?
Get detailed user data for 2012 at the ASU SBTDC
Pinterest Site at our Social Network Stats 2012!
http://pinterest.com/astatesbdc/

19. Step 4 Set Specific Goals
Brand Awareness/Advocacy
Increase Traffic/Opt-Ins
Business Partnerships
Search Engine Results
Generate Leads
Reduce CRM Costs
Increase Revenues

20. Step 5 – Join the Conversation
Establish an Editorial Calendar
Choose schedule for days you will
post
Keeps on Track & Organize Content
Consistency
Helps when you need Content Ideas

21. Connect with Us
E-mail hlawrenc@astate.edu
Facebook http://www.facebook.com/asu.sbtdc
Facebook http://www.facebook.com/herb.lawrence
Twitter http://www.twitter.com/asbtdc_asu
LinkedIn http://www.linkedin.com/in/asusbtdc
Pinterest http://pinterest.com/astatesbdc/
Google Plus
https://plus.google.com/u/0/116773498364928584762/posts
Oh… or call me (870) 972-3517
Download this PowerPoint for links at:
http://www.astate.edu/a/sbtdc/