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Standing out in a crowded room jon klubnik marketing your small business

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Standing out in a crowded room jon klubnik marketing your small business

  1. 1. Jon Klubnik Tandem CloudTop
  2. 2. Hard Core
  3. 3. We Moved to Sugarland, TX!
  4. 4. I've had my hands full
  5. 5. My Business Model A Wedding Cake And a Fast Food Joint
  6. 6. The Wedding Cake
  7. 7. The Fast Food Joint  Don’t spread your self too thin  Re Use it  Don’t throw it away  Good content lasts forever
  8. 8. How do you respond to the following?  Direct mail  Magazine ads  TV ads  Radio ads  Packaging (i.e., “Free Toy Inside” on the cereal box)  Flyers handed to you on the street  Billboards off the highway  Automated messages when you’re on hold, telling you to visit the company website
  9. 9. Do you really want to be this guy?
  10. 10. What I've learned
  11. 11. Define: Inbound Marketing  Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SE O, social media marketing, and other forms of content marketing.  In contrast, buying attention, cold calling, direct paper mail, radio, TV advertisements, sales flyers, spam, email marketing, telemarketing and traditional advertising are considered "outbound marketing".  Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.
  12. 12. Inbound Marketing
  13. 13. The New Sales Funnel
  14. 14. Inbound Marketing vs Outbound Knock, Knock do you need any ACT! Today  Outbound marketing generally involves trying to identify a need and CONVINCE a client of that FACT.  For us, we have found that we get better results when are REALLY READY TO RESPOND when a customer does have a need.
  15. 15. Create your elevator pitch  It forces you to achieve clarity yourself.  What is unique about what you do?  What do you have to say?  Use your background, your interests, and your passions  We have the Why, now how about the who!  30 Seconds is all you get!
  16. 16. Whom are you trying to reach?  Where do they spend their time online (Watering Holes)  What are they craving  Identify a target, then develop your system around that ecosystem
  17. 17. What do you want them to do?  Provide tons of Value  Share Stories  Inspire your readers
  18. 18. 3 Essential Marketing Systems  Client Attraction and Lead Generation  Marketing efforts start here  Lead Conversation and Qualification
  19. 19. Maximizing Client Value  Develop a plan for reaching you existing or former customers  Tribe-building is the new marketing.  Discover your passion  Volunteer to lead  Be Generous  Provide a way to communicate
  20. 20. Who Has Time for Marketing  You have to make time in your day  Prepare the night before  Do it before it gets busy  Review Content using a good RSS Feed
  21. 21. Before You Start  Popular topics  What are you passionate about?  Google Reader – for now  Community Group
  22. 22. RSS FEED
  23. 23. Getting Started  Develop a Home Base  Embassies  Outposts
  24. 24. Favorite Methods of Connecting  ACT Community Group  Blog  Facebook  Linked In  PInterest  YouTube  Google Adwords
  25. 25. ACT Community Group
  26. 26. ACT Community Group - Tips  Stay Involved  Search for Hot Topics  Evangelize the Brand  Promote Each Other
  27. 27. Word Press Website
  28. 28. Blogging  Convert your web page to a Word Press theme  Include your top 10 posts on your about page  Create a sidebar of your favorite posts  Don’t overuse, don’t oversell
  29. 29. Why You Loose Readers  Your titles make me yawn  Your posts are boring  Your posts are too infrequent  Your posts are too unfocused  You don’t participate in the conversation
  30. 30. Best Practices for the Blog  1. Define your purpose.  2. Set a reliable schedule.  3. Mix it up!  4. Move beyond the written word.  5. Size matters.  6. Learn how to write killer headlines.  7. Design is important.  8. Create momentum.  9. Consider comment moderation.  10. Categorize and tag everything.  11. Write the way you speak
  31. 31. Facebook Pages  Promote for More Leads  Reach a specific Audience  Keep a 20-1 rule of Good tips to “selling”
  32. 32. Facebook Ads Instead of this Try this
  33. 33. Twitter  Schedule your tweets using an automated system  Social oomph.com  Hoot suite  Buffer
  34. 34. Twitter Keep Tweets short and sweet.  Creativity loves constraints and simplicity is at our core.  Tweets are limited to 140 characters so they can be consumed easily anywhere, even via mobile text messages.  There’s no magical length for a Tweet, but a recent report by Buddy Media revealed that Tweets shorter than 100 characters get a 17% higher engagement rate
  35. 35. Twitter  Make it real-time.  Timing matters, especially for breaking news or live Tweets. But how about for everything else? The short answer: it depends on the content of the Tweet, your objectives, your audience, their geography and more. The best way to optimize the timing of your Tweets is to test and learn.
  36. 36. Twitter -Hinders  That sounds silly  Twitter: When you look and no one is following  Difficult screen name  Posting more than 120 characters  Tweeting too much or too little  Asking for more than you give (Think 20 to 1)  Posting when you are frustrated or angry
  37. 37. Twitter  What’s Our New #HashTag  #SageACT is nice but going away. Keep both for now  #ACT to generic  #ACTCRM is good  #ACTCC is just for us!
  38. 38. You don’t have a good profile page  Failing to engage in the conversation
  39. 39. Get your own YouTube
  40. 40. SlideShare  So why should you consider using SlideShare?  It can support your company’s public relations efforts by acting as another thought-leadership platform  It provides quick and easy feedback in the form of view counts (similar to YouTube)  It can boost SEO: Similar to how YouTube videos often rank on the first page of results generated by Google searches, keyword-optimized SlideShare presentations are also often among the top hits  It can increase traffic to your site  It makes it easy for your PowerPoint content to get more views: Once you create content on SlideShare, it can be embedded anywhere, by anyone; this, in turn, leads to more views, as people outside your community embed your content on their websites, blogs, etc.
  41. 41. SlideShare  SlideShare has been called the “YouTube for PowerPoint presentations,” allowing users to embed and share presentations anywhere – by anyone – on the web.  According to SlideShare’s “About” section, SlideShare is the world’s largest community for sharing presentations, with “60 million monthly visitors and 130 million page views.”  Besides presentations, SlideShare also supports documents, PDFs, videos and webinars
  42. 42. SlideShare  So why should you consider using SlideShare?  Because it isn’t as crowded as platforms like YouTube, SlideShare offers the opportunity – by means of high-quality content – to be a big fish in a smaller pond, especially given that many SlideShare presentations are very basic  It offers an easier and less expensive means of content creation, as compared to YouTube  It plays well with other social media tools
  44. 44. Ebook and White Paper  Share, don’t sell
  45. 45. Getting Started  Daily Discipline  Devote 30 minutes a day  What I’m reading
  46. 46. Blogs I follow
  47. 47. Sites of Interest
  48. 48. Toole We use.
  49. 49. Get a Reader