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Presented by
Doug Hay, President
7 DEADLY SINS OF
SMALL BUSINESS
DIGITAL MARKETING
– WITH SOLUTIONS
WEBINAR
DOUG HAY
• President of KIAI Agency Inc
• 30 year marketing veteran
• Early adopter of Internet marketing &
social media
• Sought after speaker - presented at local,
regional and national conferences
• Lectured at two universities for the Sales
& Marketing Executives program
ABOUT US
BRAND
STRATEGIES
LOGO &
STATIONERY
GRAPHIC
DESIGN
WEB
DEVELOPMENT
CONTENT &
BLOGGING
SEO
SERVICES
PAY-PER-CLICK
MANAGEMENT
EMAIL
MARKETING
SOCIAL
MEDIA
REPUTATION
MANAGEMENT
AGENDA
1. PRESENTATION
2. Q & A
3. ASK FOR SLIDES
DOUG HAY
doug@kiaiagency.com
250-760-0613
Toll Free: 877-226-3823
Free
Marketing
Analysis
More
Sales?
More
Leads?
7 DEADLY SINS OF SMALL
BUSINESS MARKETING –
WITH SOLUTIONS
1. Not embracing
marketing
WHAT IS MARKETING?
“Marketing is the process of getting a
product or service from a company to
its end customers from product
development through to the final sale and
post purchase support.”
- Heidi Cohen
PARTS OF
MARKETING
• Research
• Surveys
• Branding
• Product design
• Business model
• Promotion
• Website
• Social media
• Sales training
• Competitors
• Target audiences
• Content marketing
• eMail
• Sales
• Customer service
• Referrals
• Advertising
• Being profitable
Image credit: www.technoligence.com/
MARKETING IS A TEAM SPORT
Involve all your team members in marketing.
Image credit: Pixabay
MARKETING STRATEGY
Marketing is an Investment
in your success.
Don’t let your accountant
“save” you into business
failure.
Image credit: Pixabay
MARKETING STRATEGY
Research Plan Do It
Track &
Adjust
BOTHERS THE MOST
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand
NEW MARKETING
OUTBOUND VS. INBOUND
Email
Integrated
Marketing
Strategy
Social
Media
Blog &
Content
Branding
Web
Site
Referrals
2. Not Knowing
Your Buyer
Personas
YOUR AUDIENCE?
• Analyze past
sales
• Market research
• Surveys
• Ask sales staff
WHO ARE YOUR BUYERS?
WHAT’S IN IT FOR THEM?
3. Not optimizing
your website
MEMO
3.5 billion people
search on Google
every day …
MOBILE
HEADS UP
Users very rarely go
past page one in their
search activities.
• Short for search
engine optimization.
• The process of
increasing the amount
of visitors to a website
by ranking high in the
search results.
SEO
SEO WORKS
SEO GOALS
1. Improve website
search engine
rankings.
2. Interest visitors, hold
their attention and get
them to convert.
Image source: Pixabay
MUST BE VISIBLE
If people can’t find your
website, a great design
won’t matter -plus the biz
goes to your
competition.
Image credit: Pixabay
OPTIMIZATION STEPS
1. Create a site map
2. In depth keyword research
3. Edit home page and product pages to
embed the keywords
4. Ongoing SEO actions including inbound
link building
The ‘natural’ or organic
search results that appear
on the SERP (search
engine results page).
Paid ads appear at the top
& bottom.
SEARCH RESULTS
DIRECTORIES
VITAL: CONSISTENT
NAP
(Name, Address &
Phone Number)
LOCAL SEARCH
“Providing and updating business
information in Google My Business can
help your business’s local ranking on
Google and enhance your presence in
Search and Maps.”
Source: Google
1 OF 3
2 OF 3
3 OF 3
GOOGLE SMARTS
You can’t fool
Google with black
hat techniques.
PAGE RANKING FACTORS
A web page should:
• Get good rankings in the search engines
• Has to read well and fully meet the needs of
the visitors.
QUALITY COUNTS
Image credit: Pixabay
Getting the user to
convert (make a
purchase, call for info,
etc) is what you are
after.
CONVERSION IS KEY
Call Now!
888-888-8888
Connect with Us
Name: _______________
Email: ________________
Place
Order
Here
CALLS TO ACTION
Use calls to action to drive
conversions.
“Can go through
the roof, shaming
just about every
other component
of your marketing
plan.”
- Forrester Research
ROI FOR SEO
Image credit: Pixabay
4. Not embracing
content
marketing
CONTENT MARKETING
“Content marketing is a marketing technique
of creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the objective of
driving profitable customer action.”
- Source: Content Marketing Institute
ENGAGEMENT
“The future of marketing is not about selling so
much as it is about engaging.
“This is what resonates with customers and why
marketers have embraced content marketing in
such large numbers."
Source: Survey, conducted by HiveFire
CONTENT MARKETING
Think Like a Publisher
Web site
Video
White
Papers
Audio
Emailed
Newsletters
Blogs
Press
Releases
Case
Studies
Articles
INBOUND MARKETING
EARN ATTENTION
• You can buy attention (advertising).
• You can beg for attention from the media (PR).
• You can bug people one at a time to get attention
(sales).
• Or you can earn attention by creating
something interesting and valuable and
then publishing it online for free.”
–David Meerman Scott, Best-Selling Author & Speaker
Sales Funnel
Prospects Sales
Readers
Social Media Leads
Content Marketing
Blogs Newsletters
Video
Every minute users upload 20 hours of video.
Streams 100 million videos daily. #2 Search Engine.
Blogging
BLOG: MULTIPLE
USE
1. Fresh content on your website
2. Content for email newsletters
3. Content for social media
4. Publish eBooks
QUALITY CONTENT
ANA WHITE
ANNA WHITE STATS
Source: www.ana-white.com/sites/default/files/anawhite_mk-jan12.pdf
FACEBOOK
SAVVY ADVICE
“Do you have advice for other women who might aspire to a blog-to-
book career like yours?
I put 90% of my time into creating content and 10% into other stuff like
answering emails, social media, and promoting posts. If I had started with the
opposite, just 10% on content and 90% on promotion, I don’t think I would be
here today.
“Try to create content that’s so valuable it shares
itself, and then you can focus on doing what you
love.”
Read more: http://www.thegrindstone.com/2012/10/17/mentors/homemaker-ana-white-i-would-love-to-be-the-rachael-ray-of-diy-
719/#ixzz2YT6TWQVQ
WHY BLOG
• Get connected with prospects
• Helps make your website show up in Google
• Generates leads
• Key part of content marketing
• Use in Social Media & email
• Helps your reputation management
• Tool to grow a following
• Low cost marketing
5. Thinking
email is “old”
marketing
EMAIL STATS
• We send around 74
trillion emails annually
• 28% more email sent
in 2016 than in 2015
Source: Communicator Email Benchmark Report 2016
MORE TIME ON EMAIL
If you have 2,000 email subscribers, 2,000
Facebook fans and 2,000 followers on Twitter
– this is what you will get:
• 435 people will open your email
• 120 Facebook fans will see your
message
• 40 Twitter followers will see your
message
Source: www.mailmunch.co/blog/email-marketing-vs-social-media/
EMAIL USAGE
“7 in 10 people say they made use of a coupon
or discount from a marketing email in the prior
week.”
- Blue Kangaroo Study
Image: Pixabay
EMAIL
SUCCESS
Only top part of
email shown
SOCIAL MEDIA
EMAIL
SUCCESS
EMAIL LIST IS GOLD
6. No social
media strategy
INTEGRATED MARKETING STRATEGY
Web
site
Referrals
& Offline
Marketing
Email
Social
Media
Blog &
Content
Creation
Branding
of time spent on
social media
happens on
mobile devices
80%
of the customers are
influenced by social
media when purchasing a
product
74%
SOME DATA | WORLDWIDE
of all
American adults
are on
Facebook
of Instagram users
access the
platform daily,
several times a day
68% 51%
USAGE DATA | USA
Over 93% of all Canadian
households are connected
to the internet.
That’s the world’s highest
rate!
56% of all the internet
users have active social
media accounts.
That’s 20 million
people!
93% 56%
DATA | CANADA
The Channels
Customer,
Brand & Live
MOST POPULAR PLATFORMS
Brand
Images & Live
Customer,
Brand & Live
MOST POPULAR PLATFORMS
Brand
Images & Live
Customer,
Brand & Live
MOST POPULAR PLATFORMS
Catalog &
Pre-Shopping
Brand
Images & Live
Business
& B2B
Customer,
Brand & Live
MOST POPULAR PLATFORMS
Catalog &
Pre-Shopping
Brand
Images & Live
Business
& B2B
Customer,
Brand & Live
MOST POPULAR PLATFORMS
Quick Info
& Links
Catalog &
Pre-Shopping
Brand
Images & Live
Business
& B2B
Power of
Reviews
Customer,
Brand & Live
MOST POPULAR PLATFORMS
Quick Info
& Links
Catalog &
Pre-Shopping
Customer,
Brand & Live
Brand
Images & Live
Quick Info
& Links
Business
& B2B
Catalog &
Pre-Shopping
Google
SEO
Power of
Reviews
MOST POPULAR PLATFORMS
PICK ONE
7. Ignoring your
online
reputation
Beginners Guide to Online Marketing
• You can’t protect your online reputation by ignoring
social media
• Consumers are already engaged and have many
venues to complement or trash your business
CITIZEN JOURNALISTS
10 Must Do Actions For Your Small Business to Beat Your Competition
- Forbes, May 2013
”
CONSUMER GENERATED CONTENT
ONLINE REPUTATION
Protect
your online
reputation
by publishing online
a variety of content.
ONLINE REVIEWS ROCK
Takeaways From Online Review Research:
• 84% of people trust online reviews as much as a personal
recommendation
• 54% of people will visit the website after reading positive
reviews
• 74% of consumers say that positive reviews make them trust a
local business more
- Source: BrightLocal Local Consumer Review Survey 2016
Takeaways
Market for your end user
Do your homework & have a plan
Use the tools for your business
Be visible online
Create content on a regular basis
Promote on social sites, email, etc
DOUG HAY
doug@kiaiagency.com
250-760-0613
Toll Free: 877-226-3823
Free
Marketing
Analysis
More
Sales?
More
Leads?
All materials contained in these presentations are
protected by Canadian and United States copyright
law and may not be reproduced, distributed,
transmitted, displayed, published or broadcast
without the prior written permission of KIAI Agency
Inc.
The names of actual companies, products or images
mentioned herein may be the copyright or
trademarks of their respective owners.
COPYRIGHT NOTICE
kiaiagency.com

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