Steve Thomas discusses best practices when marketing on a budget.

1. Marketing on a
Budget
March 6, 2013
Presented By: Steve Thomas
President of The Net Impact

2. About the speaker
Steve Thomas
President, The Net Impact
Vice President, Unidev
President, American Marketing Association-St. Louis
President, Missouri Venture Forum
With over 18 years of internet strategy experience,
Steve is a nationally recognized speaker, author, and
entrepreneur.
Contact me:
Twitter: @TNIMAN
LinkedIn: www.linkedin.com/stevenrthomas

3. Times are changing
Courtesy of Hubspot

4. Top marketing mental roadblocks
You think it’s hard
You have limited
to compete with
Time/Staff
large companies
You have a limited You are not tech
budget savvy

5. The cash cost of marketing
Direct Mail $3500
Billboards $2500
Local Television Commercial $1500 +
Social Media FREE

6. Requires investment
$
T

7. Why online matters
Approximately of consumers search for
local businesses online.
Only of small businesses have a website.

8. Web assets are tools
=

9. Donut strategy
Facebook
Blog
www.yourfirm.com
Directories
Pinterest
Youtube

10. Center of the donut

11. SEO on a budget
SEO (Search Engine Optimization) is the process of
affecting the visibility of a website in a search
engine’s natural and unpaid search results.
The higher ranked and more frequently your site
appear in search results, the more visitors you
have.
Basic SEO content includes visible text, images,
videos on your website and links from other sites.
Yes, keyword phrases count.

12. Starts with goals
• My web assets need to:
– Validate my business card
• Free to $1,000 - Low cost means low traffic
• $1,000 to $8,000 –SEO and better position
• Over $8,000 – Feature rich and flexible for SEO
– Drive local traffic - Free
• Directories, Google +, Yelp
– Gain authority – Offsite content
• News, blog, articles, videos, press releases
– Buy traffic – Sponsored (paid) search
• Google, Bing, Facebook

13. Third party social media

14. What Google suggests

15. What Google suggests

16. What Google suggests

18. Local is important
• 84% of all users perform local searches (Kelsey Group)
• 61% of all local searches result in purchases (comScore)
• 57% of online shoppers say they shop online but plan to make
purchases offline (NDP Group)
• 82% of local searchers follow up offline with an in-store visit,
phone call or purchase (comScore)

19. Uses for social media
Use Facebook to promote and engage customers

20. Uses for Social Media Marketing
Use Facebook to showcase your services, location, and employees

21. Why create video content
• Over 800 million unique users visit Youtube
each month
• In 2011, Youtube had more than 1 trillion
views or 140 views for every person on the
Earth
• 72 hours of video are uploaded to YouTube
every minute

22. How “to” & How “not to” videos

23. Post free content
By giving customers free content, you show your authority
Searching “Hardwood
Floor Repair” yields
5,130 results

24. Pinterest is hot for images

25. Engage users with social media
1. Ask fans what they want and try to find
solutions
2. Converse with your users, even if it doesn’t
pertain to you
3. Engage with your users
4. Respond promptly to any questions your
customers have
Listen – Ask - Talk

26. Measurable analytics
Use social media to figure out who your audience is and how you
reached them.

27. Effort
Tool Content Frequency
Website Text, articles, news, PR, Monthly at least
images, videos,
testimonials
Facebook All above Listen daily, post at least
weekly
Youtube Videos As created
Pinterest / Flickr Images As created
Blog Authoritative content Monthly at least
Press releases Original information about As available
News articles you
Testimonials
Local directories (Google +) Content about you Once, then review weekly

28. Uses of content
Facebook
Blog Article/PR
about a
project
Directories
Pinterest
Youtube

29. Take-aways
• Consider your goals before you start
– Reinforce business card
– Lead/Sales quantity
• Listen before you speak
– See what others like you say
– See what others say about you
• Develop your “Donut” web assets
• Think local
• Stay engaged

30. Thank You!
Follow The Net Impact:
Facebook: www.facebook.comTheNetImpact
Twitter: @thenetimpact
LinkedIn: http://www.linkedin.com/company/the-net-impact
Download this presentation:
http://www.slideshare.net/TheNetImpact