Marketing Your Small BusinessBy Jeff SanGeorge

Connect Marketing & Design

Marketing

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.“ –American Marketing Association

Marketing

Goals:1. Awareness2. Conversion3. Retention

Traditional Media• Find a Niche• Advertising in target publications• Direct Mail• Find Ways to make Traditional Media

Interactive (ie: QR codes in Direct Mail Piece)– Variable Data Printing– P.url’s, Landing pages

• PR• Don’t Forget Networking! • Follow up

New Media

Why is Search Important?

Rare opportunity to be in front of someone while they are looking for what you offer. (small window of time)

Two ways to show up in Search:

SEM: Paid Search: i.e. Google Adwords

SEO: Search Engine Optimization

Keywords and Phrases

Basis of an Online Marketing Strategy

3-8 keywords or phrasesResearch competitionResearch Keyword popularity

Search Engine Optimization (SEO)

• 300 factors• Popularity, Authority &

Relevance–(link Juice)

Optimizing your site:• Onpage factors• Offpage factors

Onpage Factors

• Page title• Header• Pictures tagged with text (alt)• Page Description• Keyword Density

Offpage Factors

• Links to your site–Who is linking to you, what is their

Popurality, Authority, Relevence? (Link Juice)

The Hub

• Home of your online brand• Choose a platform• Website or blog?• Optimize for Conversions!• Give your content “handles” make

it sharable• Onpage SEO

– Friends don’t Let Friends use Flash– No Flash Landing Pages– No Flash Navigation

The Spokes

• Outposts of your brand• Brings People and Search Engines

to your Home

Social Media

• Build Inbound Links

Relationship Marketing• Engagement

– Emerson’s law of Compensation• Word of Mouth strong, built on

Trust

Customize your Facebook Page,go beyond “the Wall”(custom fbml tab)

Blog

• Regular updates• Informal Communication• Photography• Engagement (comments)

Others:

• YouTube• Flickr• Foursquare/Yelp• Niche Social Media Sites• Local social media sites

(triadmommies.com)

Email Marketing

• Top Rated for ROI – $43.52 per dollar spent in 2009

(emailstatcenter.com)

– Inexpensive• Users must opt. in• Relationship Marketing

The Content

Leverage What you Already Have!

Measure and Monitor

• Google Alerts• SocialMention.com• Click Tracking: Bit.ly, Goog.le• Facebook Insights• Twitter interactions (RT’s, @replies,

DM’s)• Listening and Responding• Advanced tools and ROI

Free Tools

• Google Analytics• Google Trends• Google Website Optimizer• Google Webmaster Tools• Google Places• Google Alerts

(Non-Google) Free Tools

• Weebly.com• Websitegrader.com• Domai.nr• MailChimp.com

Website DesignMarketing Materials

(Logos, Brochure, Advertising Design)

Social Media Strategy Social Media Training

Search Engine OptimizationMarketing Consulting

jeff@connectmarketingdesign.comConnectMarketingDesign.com

Facebook.com/ConnectMarketingDesignTwitter.com/jeffSanGeorge

LinkedIn.com/in/JeffSanGeorgeblog: jeffsangeorge.posterous.com

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