small company: big impact

Small Company Big ImpactUsing Your Website and Online Marketing Strategy to Gain Marketshare

Bernie Borges – Find and ConvertFebruary 24, 2009

Copyright 2007 - 2009 Find and Convert2

Bernie Borges Bio

Blogger, Speaker, Podcaster, Author (publishing June 2009)

Founder, CEO Find and Convert• Internet Strategy • Search Engine Optimization• Pay-per-Click Advertising Management• Visitor Conversion Strategies• Social Media Strategies

Help B2B companies find and convert leads on the web


Why Marketing 1.0 Doesn’t Work Anymore Developing a Website for Two Audiences Marketing 2.0 Tools & Platforms Personal Branding Measuring Results Case Study Actions and Take-Aways

Topics


Why Marketing 1.0 Doesn’t Work Anymore

Outbound Marketing Telemarketing Email Marketing Direct Mail Print Tradeshows TV/Radio

Inbound Marketing SEO/PPC Blogging Social Networking RSS Enabled Content Video/Photos Twitter Slideshare


Why Marketing 1.0 Doesn’t Work Anymore


Old vs. New Marketing

Outbound Marketing Inbound Marketing


Your Website Has Two Audiences


Website: Serving Two Masters

People Clear Message Clean Design Visual Support Easy Navigation Call to Actions


Website: Serving Two Masters

Search Engines Text Lean Code “Market Focus” Link Structure Lot’s of Content


Search Marketing: SEO

Heavy Lifting on Front End Keyword Research Focused Content SEF Architecture a Must Link Building Get Social Never Ends


Search Marketing: PPC

Develop Campaigns Segment into Groups Keyword Research Go for Longtails Dedicated Landing Pages Set Daily Budgets Test Call to Actions Geo Target (if applicable) Be Anal About Metrics Test, Revise, Measure Test, Revise, Measure


Marketing 2.0

Think Like a Publisher

Focus on Relationships


Marketing 2.0: Think Like a Publisher!

Think Content!• Blogs

• Newsletters

• White Papers

• e-books

• Podcasts

• Videos

• Photos

• Presentations


Developing a Social Media (Marketing 2.0) Plan

Begin with Research• Where does your customer “hang out?”

• Ask your customers

• Research your competition

• Search on the social web


Developing A Social Media Plan

Source: The Value of Many, Neighborhood America


Make a Commitment

Should you….• Start a blog?

• Focus on social networking sites?

• Start your own community on the web?

• Twitter?

• Video?


Themed Human Voice Transparency Commitment

Business Blogging Strategies


Size of Blog Market


Social Media Tools and Platforms


Facebook

http://www.insidefacebook.com/


Facebook: Individual Profile


Facebook Groups


Fan Page

Facebook Fan Page


LinkedIn Individual Profile

Work History

Recommendations

Introductions

Portfolio

Valuable Links


LinkedIn Groups


What is Twitter?

http://www.commoncraft.com/Twitter Micro Blogging

140 Characters Per Post

Follow and be Followed

Communicate

Connect

Inspire

Educate

Entertain


Some Famous People on Twitter…


Some Not-So-Famous People on Twitter


Want to Find Someone on Twitter?

http://www.socialbrandindex.com/


Twitter: Events & Trends Using Hashtags


Personal Branding

Individual reputation management Personal and professional brand converged Benefits individual and employer Be real, be interesting Contribute It’s an asset! Embrace it!


Personal Branding

http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html


Video


Video: Blendtec

Over 6M Views

Sales Grew 700%

National Media Coverage

Cross Over Brand Pull

SEO Value


Presentations


Measuring Results

• Relationships

• Content

• Alignment

• Best Practices


Google Analytics


Hubspot: Facebook Lead Tracking


Reputation Management Tools

http://jobmob.co.il/blog/online-reputation-management-resources-tips/


Making Time for Social Media

Are you getting great results now? Did your marketing budget increase? Are your buyers easy to reach? Is your brand as good as it could be?

How do you currently allocate your time???


Staffing Implications

There are many…• Do they get it?

• Who likes to write?

• Introverts? Extrovert?

• Staff re-allocation?

• Time commitment?

• Justification?


http://www.sherpastore.com/socialmediabmg09.html


Case Study

Stronger Brander Equity

Lower Cost Sales Process

Elimination of Non-Performing Marketing Activities


Reasons Not to do Marketing 2.0

Don’t have time… Our staff resists it… Our competitors aren’t doing it… We’re going out of business…


Website is for Two Audiences Think like a publisher Focus on building relationships Research the Social Web Engage, Listen, Act Consider Proper Staff Allocation Experiment & Be Patient Measure

• Traffic, buzz, brand, sales cycles, referrals, etc.

Actions & Take-Aways


Connect with Bernie Borges…

Email: [email protected]

Website: http://www.findandconvert.com/

Blog: http://www.findandconvert.com/blog/

Twitter: http://twitter.com/berniebay

LinkedIn: http://linkedin.com/in/bernieborges

Facebook: http://profile.to/bernieborges

Facebook Fan Page: http://companies.to/findandconvert

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