Insight for Small Businesses from Mega-Conference 2014
Session: Simplifying Digital Services Selling . . . for Easy Deployment & Big Profits!
This is how other small businesses are spending for online marketing. How do you compare?
- 12.4% online advertising
- 15.6 coupons/deals/SMS
- 72% online marketing services
- 51.7% web presence
- 12.9% online ad production (e.g., banners, ads, apps, contests)
- 12.1% online consulting and research
- 12.0% online public relations (email/reputation management)
- 11.3% online marketing support (search engine optimization)
Source: Borrell Associates.
At a minimum, the presenters thinks you should invest in the following:
- Websites—build an online presence.
- Social media—establish profiles on the channels your customers use and update regularly.
- Local listings—claim on Google Maps and other directory sites.
- Optimization—create links to other sites and vice versa; update keywords on the site for better visibility on search engines.
- Reputation management—monitor what has been said about your company.
- Search engine marketing—buy online ads.
If you need help or prefer to work with fewer providers, in many markets you can purchase these services from local newspapers:
- Sponsored Facebook posts on the publisher websites
- Native advertising (advertorials that enable an engagement with content—see more below)
- Listings in local directories on newspaper sites
- Reputation monitoring
- Online banner inventory
- Social streaming (tool that sits on home page and monitors the social posts of advertisers)—70% of SMBs use Facebook but 60% rarely update!
- Weekly print ads
Matt Lohrmann, classified advertising manager of the Walla Walla Union-Bulletin, Walla Walla, Washington noted: “It’s shocking but 89% of SMBs do not have a mobile-compatible website. When it comes to reputation management, the difficulty is when we give the report to the advertiser and they just sit on the results and do not claim listings or take other action.” In other words, we need to follow through with the marketing services we purchase to get results or we’re just throwing money away.