What's Working for SMB Marketing in 2013

Today’s Agenda – What’s Working in
Small Business Marketing 2013
• Survey of Trends What’s Working Now

• How to Use Technology in Marketing

• Content Marketing for 2013 and Beyond

• Your Questions and “3 Must-Haves”

About Bob, SMB Marketing Survey
• Bob Hanson, President, Quantum Leap Marketing, Inc.

• Direct Response and Content Marketing for Clients since 1991,
over $1.45 billion in sales leads created

• Focus on Financial Services, High-Tech, and Marketing Verticals

• Client Attraction Marketing System™

• Survey completed January 2013, 269 Completes

10%
20%
30%
40%
50%
60%
70%
80%

0%
Ref errals

Email Marketing

©2012-2013 Quantum Leap Marketing Survey
Partners or
Af f iliates

Simple Web
Presence

Website
Marketing
(SEO, PPC)

Trade Shows or
Live Seminars

Social Media
Marketing

Content
Marketing (Free
Primary Ways of Marketing Today

Report)

Webinars,
Online
Seminars

Direct Mail
How Generating Leads Today?

Telemarketing

How Measure Marketing Results?
Measuring Marketing Effectiveness

60%

50%

40%

30%

20%

10%

0%
Number of Number of Total Revenue Number of Campaign ROI Cost Per Lead Don't Track,
Leads Sales Generated Won Sales Don't Measure
Generated Opportunities Opportunities
Generated

©2012- 2013 Quantum Leap Marketing Survey

What Marketing Technologies for 2013?
Online Marketing Technologies

80%
70%
60%
50%
40%
30%
20%
10%
0%
Website
Social Media
Marketing

Management

Pay-Per-Click
Content

Conf erencing

(Google) Ads
Webinars or
Marketing

Customer
Email

(CRM)
Web


What Social Media for 2013?
Social Media Marketing Technologies

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Blogs
Facebook

YouTube
LinkedIn

Other
Twitter

Pinterest

Snapshot from Survey
What’s Up, What’s Down, What’s Faster?
• Email
• Social Media
• Websites and Website Marketing
• Webinars

• Direct Mail
• Seminars/Trade Shows

• 35% Review Marketing Plans Monthly
• 32% Review Marketing Plans Quarterly


Key Takeaways from Survey
• Social Media Marketing on the Rise with SMB

2013 will be about ROI!!!


How Get ROI from Social +
All SMB Marketing in 2013

• Engage Social + Online Marketing + Content
Marketing

• Importance of Compelling Content – Think
“Narrowcasting”

• The Way You Market Does Matter - Promotion

• Online Events in the Marketing Mix


0%
10%
20%
30%
40%
50%
60%
70%
80%
Generate Leads

©2012 -2013 Quantum Leap Marketing Survey
Educate
Prospects,
Customers

Position
Company in
Market

Nurture Existing
Leads to Clients
Objectives with Marketing Webinars

Add New
Prospects to
Marketing
Database

Create Webinar
Recording
Content to Accomplish Many Objectives

3 “Must-Haves” for Your 2013
Marketing Success Plan

1) Targeted Content is Your (Social
Media) Draw
2) Funnel to Webinars in the Marketing
Mix
3) Shorter Cycles = 30 to 90 day
marketing calendar


MOIRA VETTER, CEO
MODO MODO AGENCY
- 25 Years B2B Marketing Experience…
- Specialties: brand/valuation evolution, sales &
marketing effectiveness, growth acceleration
for complex businesses…
- Executive Advisory Board American Marketing
Association Atlanta, Board of Entrepreneur
Advisors, Georgia Department of Education
Marketing Cluster, Adjunct Faculty Kennesaw
State University

2013 Budget Trends
• Zero-based budgeting has become sub-zero based
budgeting
• (If the business is large enough) Other people’s
budgets – marketing automation in IT,
Salesforce.com in the sales budget, signage or
environmental graphics as a corporate expense.
• Use extended family, interns and entry level staff
for Social Media to keep budgets low.

Uses of Technology in Marketing
• Rise of Marketing Automation usage like Pardot and Marketo. Measure all
the time! Pardot is now month-to-month.

• Marketing Automation enables you to build landing pages that integrate
your online marketing with Web (without you having a Webmaster).

• Integrate Marketing campaigns with high value content that captures
information, encourage engagement and continue a dialogue.
• HootSuite and other apps help you distribute from one site.

• Net Promoter Score tools such as Listen360 enable you to incorporate
customer surveys AND push Promoter feedback directly to Social media
(without you having a Social Media person).


Mistakes To Avoid in 2013
• Unlimited online Advertising. Banner Advertising
visibility is NOT the same as print Advertising.

• Stop manually connecting the dots. Use marketing and
sales automation now that the price point &
complexity are accessible.

• There are other parts of the marketing mix. Social
Media alone, and email marketing alone will NOT get
you the number of impressions, amount of
engagement and actual credibility you need to CLOSE.


1) Social is most effective where buyers are
impacted by Social Media (in the head space
for influence while engaging with).
2) Repurpose & integrate. Reuse topics covered
in Webinars in ALL your marketing collateral,
campaigns.

Webinar Series – “Cut through Clutter”
• Products Company Understood the Power of Great Topics

• Targeted Decision Makers for Its Products

• Surveyed Decision Makers on “What are most pressing problems?”

Results…

• Survey Determined Top 3 Issues in Decision Makers Minds

• Monthly Webinars on Top Issues with Outside Speakers (Including Top Blogger)

• 5 Different Media Used to Drive Webinar Attendance

• Sales increased 30% in 12 Months after Series Launch
(Largely Drive by Webinar Leads)

Chris Baggott
CEO & Co-Founder

@ChrisBaggott
@Compendium

“Content marketing
is all the marketing
that is left.”

Seth Godin
Best Selling Author

Personas

Jill Brown Behaviors & Culture Fears
Single Working Mom • Slightly unorganized • Feeling unaccomplished
• Very practical but easily flustered • Something bad happening
• Honest and sincere to her son
• Passionate • Getting off task

“There is always
something to be done. I
need tasks to be simple Challenges Motivations
and easy so I can focus on • Managing multiple tasks at once • Checking things off her
• Coping when “life” happens and
the more important goes against her “plan”
“to-do” list
• Quality time with her son
things in life, like my son • Feeling accomplished
Brady.” Known Information:
User Category: New
Apartment Tenant
Sample Search Queries Needs & Expectations
Age: 38 • Apartments in safe • Simplicity
neighborhoods •
Race: White • Affordable apartments in
Affordable housing options
• Products and services that are
Education: Associate St. Louis easy to understand and choose
• How to downsize living space • Anything that is in the best
Degree interest of her son
Employment: Full time
Household Income: $40,000
Family: Divorced, Single
mother

Customer Engagement Cycle
Stage Questions Asked
Awareness How can I find/fix/help __________?
Considerati What do I need to consider when purchasing
on __________?
Inquiry What options/solutions does this company
offer?
Purchase Why is it better to purchase from this
company over another?
Retention What would make me purchase from this
company again?

Tyler Cole, 21 Jill Brown, 38 Kevin Rogers, 52
College Student Single Working Mom Empty Nester

1. Curate Internal Content
2. Integrate all of your content marketing channels.
3. Use content as DATA!

Recap: 7 “Must-Haves” for Your 2013
1) Targeted Content is Your (Social Media) Draw
2) Funnel to Webinars in the Marketing Mix
3) Shorter Cycles = 30 to 90 day marketing calendar
4) Social is the most effective where buyers are impacted by Social Media (in the
head space for influence while engaging with)
5) Repurpose & Integrate. Reuse topics covered in webinars in ALL your marketing
collateral and campaigns.
6) Curate internal content
7) Integrate all of your content marketing channels
8) Use content as DATA!

Have more questions? Chat “YES” to take a closer look
at the ReadyTalk platform or start a 30 day Free Trial

What's Working for SMB Marketing in 2013

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (18)

Similaire à What's Working for SMB Marketing in 2013

Similaire à What's Working for SMB Marketing in 2013 (20)

Plus de ReadyTalk

Plus de ReadyTalk (20)

Dernier

Dernier (20)

What's Working for SMB Marketing in 2013