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Small Business Marketing:How to be found in a crowded market
Buyers research service providers on the Internet long before engaging in a sales processOnline third-party feedback (from people they don’t know) influences decisionPerception of your expertise is based on what they find (or don’t find)Potential buyers may choose to engage with you through social networks to learn more about youSocial media and the social web give you access to a world of new markets and new customers
Do a “vanity search” – search your name and business name – what’s your first impression?Review your brand – name, logo, color scheme Is it aligned with who you really are? Is it consistent across all your web
properties?
Review your website – is it up to date and easy to update?Review your existing profiles on social networks – are they consistent and project your value?Set up Google Alerts for your name and your business name
Companies that blog get 55% more website visitors and 79% more Twitter followers - Hubspot
Content Marketing
Develop a content marketing strategy Know what you want to achieve Identify the content your ideal prospect wants/needs Repurpose content you already have – create new
when needed Don’t try to do it all – stay focused on a couple of
content types (blogs, e-books, white papers, video, photos)
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. – Junta42
Social Media Strategy
Research your target audience: Where are they online?
Research shows B2C are more successful on Facebook / B2B are better at engaging their LinkedIn contacts
Listen to what they have to say
Determine how you can help, educate and gain visibilityIdentify the tactics for engaging your target audience and attract them to youCreate your complete and keyword rich profile that sets you apart and projects your human sideIntegrate your valuable content - blog posts, eBook, presentations, audio, video posts, advice - to attract your target market Upload a quality picture that projects YOU!
Add Like Box to your blog / websiteInvite your opt-in email list to like your Facebook PageStart a discussion so fans can interact with each otherAcknowledge fans when they write on your Page WallCreate and promote events to your fans and friendsIncorporate your Blog postsWelcome new fans with a welcome landing tabUpdate your Page status with tips, advice and other useful information
Connect and network with people who: Share your industry Share your views Share quality information and ideas
Get instant access to what’s being said about you or your industry Access a steady stream of ideas, content, links, resources and tipsExtend the reach of your thought leadership –blog posts and other content
Get and give recommendationsGroups Join or create groups of interest Participate in discussions Display your expertise whenever
possible
Update your status with content relevant to your connectionsParticipate in Questions & Answers Attract a targeted audience Make connections Share your expertise and help people
Create & promote eventsIncorporate your blog, presentations or e-books on your profile
Daily: Update Facebook Page Scan Google Reader subscriptions and share content that would be valuable to
your followers Check Google Alerts for mentions of your name and business name Respond to new Twitter, LinkedIn, Facebook and Google + connection requests
Weekly: Blog once a week at a minimum Scan LinkedIn Q&A and answer a few questions (use for blog post ideas) Review content for new uses (presentations, videos, screencams, articles,
ebooks, etc)
Monthly: Check Webmaster tools Check Google analytics for information on traffic Write a recommendation for a contact in LinkedIn, request one in return Review Facebook Business Page, update and add new features
Schedule time to work on your marketing and make social media part of itDon’t overlook any content you create that can be useful to your followersSet your system up and work it – the value of social media on your marketing will become evidentBe realistic on what you can do with the resources you have available