Cliff Tillery Digital Marketing Consultant

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Frederick Goodwin
5 years ago
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1 Cliff Tillery Digital Marketing Consultant

2 Welcome To Make It Loud! WiFi Name: MIL_Guest Password: Volkswag3n

3 Our Topic Today -The Biggest Mistakes Small Business Owners Make With Their Marketing. -I couldn t think of a longer title

4 Why I m Covering This -Too many small business owners waste time and money on marketing strategies that just don t work for what they do

5 Let s Start With -No Business Plan -The business plan outlines your entire game plan- what you do, how you do it and how to market it -So, you have a marketing plan, right? Yeah, about that.

6 No Defined Target Market -It s like the right Peachtree Street with no GPS. (There are 71!) -Or shopping blindfolded for a red shirt -Not knowing your target market means you don t know how to talk to them.

7 Know Thy Market -Many of us have multiple target markets -Build a buyer persona -Craft your content to each -Be as specific as you can

9 Trying To Be Everywhere -You don t have to be on every social media channel out there. -It s a really good idea to be on the ones where your customers are -Pick the ones that make the most sense and brand yourself well. -Be a resource for your people

10 Figure Out What Makes You Different -It s more than just Why should I do business with you (but that s a good start!) -What is your USP? (unique selling point) -What are the benefits the prospect gets from doing business from you?

11 The

12 A Visual Comparision

13 So, Which Types Of Keywords Should You Focus On? -Well, both actually -A lot depends upon the industry -Even more depends upon the search result competition (notice, I didn t say direct competition)

14 Long Tail Wins! -It s smart to focus more on the long tail keywords -Easier and more profitable to target -Amazon makes 57% of sales from long tail keywords -They convert better 57

15 Stats On Long Tail KWs

16 Long Tail Keywords -Specifically targeting long tail keywords can significantly increase traffic -One SaaS company found long tail KWs performed 2.5 times better than short tail

17 Specific Places To Use Keywords -Domain names -Page titles -Meta descriptions -Home page -Pages About What You Do -Blog posts -Yeah, pretty much in all aspects of your content marketing

18 My What?!?! Content Marketing: -A fancy way to describe all the messages you craft to catch the eyes of your target market -Includes your social media marketing, blogs, s, landing pages

19 So, How Do I Make My Content Marketing Effective? -First, define the purpose of your content -This includes defining what you want as the call to action -It isn t always about sellingsometimes it s about informing -Give value

20 Next, Understand Buyer Personas

21 Specific Places To Use Keywords -Domain names -Page titles -Meta descriptions -Home page -Pages About What You Do -Blog posts -Yeah, pretty much in all aspects of your content marketing

22 Old SEO Vs New SEO

23 So, What Does This Really Mean? -When pondering KWs, consider intent of the browser - near me type searches have gone up nearly 40% -With 60% searches done on the mobile, write your content to your browser s intent

24 Keyword Tools -Google Keyword Planner-gets search data right from the big boy -Keywordtool.io- awesome for helping you find long tail KWs -google.com/trends-quick look at which KWs are doing well where -Google search box itself (look at the suggestions Google offers)

26 Once You re On The Bus -Identify your target market -Think about which channels they are using -Brand your channels consistently -Start the experiment -Measure the results

27 The Point Here -There s plenty of controversy about the ROI of Social Media -But you can t determine effectiveness of something you re not measuring -Get data.

28 Time For Analogies -Think of 2 cars moving toward each other trying to have a conversation -Imagine walking into the largest networking group in the world and starting a conversation.

29 Why Should We Listen? -Manage reputation- big money -Respond to negative posting -Create opportunities to brand -Provide customer service -To generate leads -To stay informed on the competition

30 Go Back To Our Networking Analogy Imagine if you will Being able to stand in a networking meeting and hear all the conversations at once And insert yourself strategically into the conversations that help your business the most

31 Social Media Mining - Mining social media channels for specific, targeted keywords that your business revolves around -Also called social media monitoring -Increases your ability to target those expressing interest in what you do -Scopes in on your target market

32 Active & Passive Listening Active listening- where you go to various tools and look for terms that make sense for you Passive listening- set up systems that alert you when people are talking about your terms

33 Active Listening Tools -Addictomatic-let s you browse a variety of channels across the web -Social Mention- gives you mood metrics -Topsy-search out trends, topics & discussions about your subject -Icerocket- let s you search out and find people mention keywords

34 Passive Social Listening Tools Google Alerts Buzzsumo-has tools & free account Mention-free account, will give alerts Hearsaysocial-good for financial, insurance, etc Bottlenose-maps the trends so who cares?

35 Hybrid Tools There are tools out there that combine social analytics AND social media listening: -Tweetdeck-analytics & more -Trackur.com-starts at $97/month -Viralheat-call for cost -Simplify360- call for demo

36 The Goal For These Tools -Figure out what you want to accomplish- your goals for social media -Identify what measurements best reflect your goals -Identify your monitoring style (active or passive) -Pick the tool that fits you best

37 -Budget -Time -Motivation Limitations Of These Tools However, the first time you connect with someone that ends up with a sale, these limitations may shrink

38 Curious Thoughts -In order to be able to monitor a social media channel you need the API (nerd-speak for bridge between software) -Why would any SM Channel allow monitoring vs get paid to do this themselves? Hmm

39 FREE Digital Marketing Review Social Media

40 Other Stuff We re Doing

41 Please Help Us!

Social Media For Brokers:

This webinar will begin at 2:30PM Social Media For Brokers: Advertising for Social Strategy Welcome Previous webinars Personas Goals Tactics Saving time Tips and tricks A statement from a broker We have