Executive Author Michelle Fitzgerald

Content Contributors Hubspot, Exact Target, Cordova Consulting, and Communicate Value.

The Essentials of [Small Business] Online Marketing

What You Will Learn

How to plan in a way that mirrors your business plan and aligns with consumer needs and interests.

Why content is critical to building and choosing online marketing channels.

How others will find you, organically and via purposeful content strategies.

How you can find others with data-driven techniques.

How measuring for success is focused inside and outside.

Step 1. Plan

Making the simple complicated is commonplace; making the complicated simple, awesomely

simple, that's creativity.

- Charles Mingus

Define Your Target Audience

Who is my ICP*?Re-purpose your business plan to build a marketing strategy.

Where do I find my ICP? Leverage industry insights, and free survey/polling tools to better understand your target audience.

*ICP = Ideal Customer Profile

Setting Goals & Boundaries

Time is Money. Costs Should be Short-Term.

ROI Is About Immediacy.

Step 2. Basics

Marketing is dependent on 2 Cs.

Communication. Content.

Why Content?

Because your value prop must be communicated to the informed and uninformed consumer to drive bottom line results.

E-mailSocial Media

Website

Ad Campaig

ns

VideoWebinars

Example Content Channels

What Content?

Does it align with your communication goals and business priorities?

Does it educate and inspire action with consumers?

E-mailSocial Media

Website

Ad Campaig

ns

VideoWebinars

News & Product Update

s

Fan Pages

Landing

Pages

Ad Creative

VideoCase Studies

Example Content Deliverables

Which Content Distribution Channels?

Focus on media that has the highest use frequency for your target audience.

*Data Sources: Illustrative purposes only

27%

18%55%

Email Online ForumsSocial Networking

Online Channel Analysis Example

Where do “Moms” A25-54 spend

their time online?

Step 3. Getting Found

Increasing Brand Awareness & Purchase Intent.

Your Online DNA

SEO: The Sole of Your Digital Footprint.

Priority #1. Develop a Keyword Strategy

Priority #4.As appropriate, create Blog Content

Priority #2.Create effective Landing Pages

Priority #3.Build out Site Links from yours and others’ sites.

Your Online DNA

Social Media: To Like or Not Like.

Select channels based on your business objectives.

Is generic SM presence your goal, or specific acquisition or retention KPIs?

*Contributing Authors: Mike Volpe, Hubspot; Christine Gallagher, Communicate Value

Your Online DNA

UGC (User Generated Content): Building and Preserving Your Reputation

Product ReviewsStore-Front User Reviews

Your Communication ToolkitEmail.

Any Customer

Prospects

Your Best Customer

Your Local Customer

*Contributing Author: Morgan Stewart, Exact Target

Your Communication Toolkit

Blogs.

Your Communication Toolkit

Social Media & PR.

*Contributing Authors: Mike Volpe, Hubspot; Christine Gallagher, Communicate Value

Step 4. Finding Others

Drive Revenue That Your Business Can’t Live Without.

Demand Gen

Search (SEM) As A User-Intent Funnel.

To Drive Leads To Your Site/Custom Landing Pages.

Demand Gen

Display As A Personalized Audience Targeting Tool.

Data

• Your Data• 3rd Party

Data

Technology

• Ad Servers• Optimizati

on Tools

Inventory

• Direct Sales

• Ad Exchange

• Ad Networks

Creative

• Rich Media• Dynamic Media

Demand Gen

Your Site As A Conversion Tool.

Demand Engagement

Email As A Retention Strategy.

Frequent Online Shopper

High-End Goods Buyer2-Year

Customer

Demand Engagement

Social Media As A Cross-Sell/Upsell Opportunity.

Demand EngagementWebinars As An Interactive

Close-Loop Solution.

Step 5. Measuring for Success

Analytics and Resources.

Going OutsideCompetitive Intelligence

Analysis

Syndicated

Research

Online User

Insights3rd Party Consumer Data

Going Outside

User Feedback Tools.

FREE. PAID.

In Your Control. In The Control Of Others.

Going Inside

KPI Reporting.

Brand-Specific

Revenue-Specific

Channel-Specific

Executive Summary

Plan big, market small. Create sustainable, audience-focused online marketing

programs.

Support the bottom line. Focus efforts on what will generate revenue, short-term

and long-term, based on KPI insights.

Data. From planning to execution, track insights (consumer,

channel performance) to develop content and to decide which market channels you will invest in.

About the AuthorMichelle Fitzgerald

Micro-marketing strategist with over a decade of B2B, B2C, Product Marketing and ad product strategy@ Yahoo!, CareerBuilder. and the LA Times

Author/chief editor of: Get Scrappy: A (Small) Business Owner’s Guide to Marketing on Less

Follow Michelle @mfitz0705or on Facebook and LinkedIn

About the Contributing Authors

Hubspot, Mike Volpe Exact Target, Morgan Stewart Cordova Consulting, Christa Cordova Communicate Value, Christine Gallagher

About Get Scrappy

Get Scrappy is a pared down, practical guide about how to

incorporate marketing into the heart of any business plan.

Packed with expertise from Fortune 500 marketers and SMB

consultants, Get Scrappy provides real-life examples on how

organizations can make seemingly tactical objectives become

strategic initiatives that generate results.

Do more on less. GET SCRAPPY.

Looking for SMB Case Studies?

AMEX Open Forum [Ongoing Blogs/Articles] 10.27.10 DMA Social Media Day [

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