small business marketing - an organic approach (fleischner: march 2014)
DESCRIPTION
In this presentation at DeVry University on March 11, 2014, Michael Fleischner presents, "Small Business Marketing - An Organic Approach." Discover powerful strategies for helping small businesses market their brand, products, and services.TRANSCRIPT
Small Business Marketing…an organic approach
DeVry University2014
Our Goal…
Discover how small businesses can prosper using effective marketing techniques that
won't break the bank. Using a limited budget, how small business can tap into streams of qualified prospects ready to purchase what
they have to offer…
A little about me…
Michael Fleischner
• 15 year corporate career in marketing• Author and entrepreneur• MarketingScoop, Marketing Blog, Scoop
Marketing Forum• Founder, Upward SEO
o Provide Search Engine Optimization and Reputation management solutions to businesses of all sizes
o SEO, local optimization, reputation marketing, branding, lead gen, etc.
A little about you…
• Small Business is the New Normalo Low Barrier to Entry
-Domain name/template-Incorporation certificate (and EIN)-Branding (Vistaprint)
o Number of Businesses* -Small employers (<500 employees): 5,717,302 -Large employers (500+ employees) : 17,236 -Nonemployers 22,110,628 vs. 16.5M in 2000
o Different Needs/Different work environment -Funding-Operations-Marketing
*According to SBA.gov
A look at the market
How Consumers Shop
Online
How Consumers Shop
Social
How Consumers Shop
Reviews
How Consumers Shop
Things Have Changed…
Most Small Businesses Haven’t Changed
HOPE Marketing
• Most small businesses still use paper and pencil or primitive systems
• They collect very little information on their customers
• They wait for customers to come to them
• Focus on transactions, not relationships
• Limited communication with past customers
• Know little if anything about marketing (new or existing)
Excuses
What Small Business Owners Say• “We’ve been slow… bad economy”• “A new hair salon opened up down
the street and is taking all our business” – the multiplier effect
• “People just don’t have money to spend”
Reality• Don’t know how to market• Don’t take steps to know existing
customers• Don’t capture information regularly
Small Business Example
• Start with EXISTING customers: collect name, phone, and email
• Ask, what can we help with today? (wash, perm, hair color, etc.)
• In 2 weeks, repeat visit reminder…click here and set up an appointment
• In 3 weeks, past due email reminder• Promotional emails: Next Saturday is your
birthday, going out on the town? Come in and free shampoo before you go…
• Automated marketing platform for small business around services, holidays, special events
Another example
• Start with customers: collect name, phone, and email
• Ask, have you been here before? USP• In 2 weeks, repeat visit reminder…click
here to see our specials• In 3 weeks, we miss you…• Promotional emails: Get a jump on St.
Patrick’s day…• Automated marketing platform for small
business around services, holidays, special events
“Effective marketing is a personal thing.”-M. Fleischner
One Word
ENGAGEMENT
Generate New Business
• Focus on generating NEW customers• Ask for referrals/provide incentives• Local search directories
o Google Places, Yahoo, Bingo Foursquare
• Social media (Like us on Facebook)• Email lists• Mail Paks• Postcards w/promotion• Groupon• Local events/PR• Signage
Local Search
• Start with Googleo Dominant driver of traffico More search w/local intent
• Local search directories
o Google Places, Yahoo, Bingo Foursquareo Superpages
• Social mediao Facebooko Twittero Google+
Social Media
• Think strategically
• Focus on primary networks based on your audienceo Facebook o Twittero Pinterest
• Use for viral impacto Share couponso Announcements
Direct Marketing
• Emailo The $ is in the listo Customize/Preferenceso Promotionso Ask for behavior (share/like)
• Direct Mailo Targeted promotion (Valpak)o Postcards/Flyers
• Couponingo Groupono Leverage new customers
• If you can’t track it… don’t do it!
Events/PR
• Consider Eventso Bring in existing customerso Bring in new customerso Increase exposure (FB)
• Public Relations
o Leverage local mediao Invite everyone
• Be Proactiveo Constant outreacho Offer column/regular
contributions
Leverage social…
Big Investment/Big Result
How Can We Help?
1. Educate• Focus on benefits of marketing• Focus on results, not on work• Explain inbound vs. outbound
2. Automate• Discuss ways to automate marketing
initiatives• Focus on process not people
3. Measure• Capture and provide metrics• Replicate successes/learn from failures
Key Factors
1. Build Relationships• Small businesses engage based on
relationships2. Understand Needs
• Take a genuine interest in their business,marketing challenges and opportunities
3. Deliver Results• Develop specific goals• Focus on helping SB engage existing• Focus on new customer acquisition• Track progress• Communicate
4. Evolve Your Marketing
Parting Thoughts
• Small businesses often need the most help (even if they can’t afford it)
• Small business is the new norm• A blend of traditional and digital
marketing is what’s working now• We didn’t discuss price because its
about perceived value• Existing customers & new drive
growth• Measure results to prove value…
big bang for your buck!
Michael Fleischner, Upward SEO | 2014
Thank You!Want to get in touch?
slideshare.net/mfleischner