Small Business University Workshop - How to Create a Total Online Presence When You Really Don’t Have the Time is about marketing strategy, the marketing hourglass, and tips and tricks for optimizing on line content, landing pages, on line to go off line, and other ways to get businesses to know, like and trust you so they try your product or service, buy it and repeat the process and refer others.

1. Welcome to
Small Business University

2. Housekeeping
 Welcome
 Introductions
 Agenda for Today
 Breakfast, Bathrooms & Breaks
 Networking
 Questions & Discussion
 Available Resources – Tips, etc.
 Feedback

3. What is Small Business University?

4. How to Create a Total Online Presence
When You Really Don’t Have the Time
Or How to Eat an Elephant
By
Brad Tornberg

5. Strategy
Before
Tactics

6. Who is
your ideal
customer?

7. What is your
Core
Difference?

8. Definition of Marketing
Know
Like
Trust

9. The Marketing HourglassTM
Know
Like
Trust
• Who and how, ads, referrals, networking
• Website, blog content, social media,
• SEO, webinars, marketing materials, white
papers
Try
• Workshops, evaluations, demo, DIY training,
starter
Buy
• Service team, new customer kit
Repeat
• Post project review, cross selling, customer
events
Refer
• Champion events, partner intros, peer2peer
© Duct Tape Marketing – all rights reserved

10. Fill the gaps
Know
•Who and how
•Ads
•Referrals
Like
•Web site/blog
•Reception
•Newsletter
Trust
Try
Buy
Repeat
Refer
•Search
•Expert content
•Sales presentation
•Webinar
•Evaluation
•Nurturing
•Service team
•New customer kit
•Finance/delivery
•Post project survey
•Cross selling
•Quarterly events
•Results reviews
•Partner intros
•Peer2peer events
© Duct Tape Marketing – all rights reserved

12. The Total Online Presence

13. Total
Online
Presence
Drives Traffic

14. Words to the Wise – Social Media
 Pick one or two key areas to focus
 Go Deep
 Go where your customers go – think like they do!
 Don’t start and stop
 Contribute often
 The new world rewards authority

15. Good Ideas
 Listen before you speak
 Optimize online content
 Claim your real estate
 Capture & segment visits
 Integrate landing pages
 Play ratings & reviews
 Go online to drive offline
 Analyze & test

16. Listen before you speak
 Customers – Twitter Lists
 Journalists – Talkwalker Alerts
 Influencers - Alltop
 Competitors – Twitter Search
 Industry – Quora Feeds
 Blogs – Feedly

17. Listen before you speak
 Create a Google Alert for key brand, industry, client
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and competitive terms.
Create Twitter lists for clients, competitors and key
media contacts.
Find twenty five industry related blogs to follow (If
customers or competitors blog, add them to a folder)
Investigate social settings in your CRM and add
Rapportive to your email.
Investigate social tools such as TweetDeck, HootSuite
or SproutSocial to help monitor mentions
Bonus: Add paid options like Radian6 or Trackur for
deeper listening metrics

18. Optimize online content
 Ask at least ten customers to tell you what search
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terms they would use looking for a business like
yours.
Employ a keyword tool like Google’s AdwordsTool or
the free or paid version of WordTracker to dig up lots
of potential keyword phrases related to your business.
Create a list of up to ten major themes that will be the
basis of your content
Start or restart a blog and commit to addressing your
themes and actual customer questions three to five
times a week. (Of course, I recommend WordPress)
Share every blog post on Twitter, Facebook, LinkedIn,
Google+ and StumbleUpon
Bonus: Make two to three minute video overview of
your post and submit to YouTube.

19. Claim your real estate

Create and build out profiles in LinkedIn, Facebook, Twitter, and Google+

Create and build out profiles in Picasa, Flickr, YouTube and Slideshare

Add plugins to your blog and web pages that makes all of your content sharable
in social networks

Start sharing your blog posts on social networks

Start uploading and describing images, slide presentations and videos

Share a blog post on Twitter each day

Join five active groups on LinkedIn and connect with people in each group

Find twenty five Facebook pages related to your business and Like them.

Put all of your customers/business contacts you can find in a Google+ Circle

Claim your Google Places Page on Google+ Local

Claim your business location on Foursquare, Twitter, Yelp and Facebook

Bonus: Check out KnowEm and get hundreds of social profiles built
automatically

20. Capture and segment visits
 Find and signup for an email service provider (ESP) – I can recommend
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Infusionsoft, MailChimp, Constant Contact, AWeber and Vertical
Response as I’ve used each.
Create a reason someone would want to give you’re their email –
eBooks drawn perhaps from a collection of your best blog posts are a
great place to start. A call to action.
Use the chosen ESPs form creation tools to put a signup form on every
page.
Consider a plugin such as Pippity to highlight your email offer through a
pop up function (people will tell you they hate popups, but smart popups
increase signup by two and three hundred percent.)
Create a weekly or monthly email newsletter with best information
you’ve collected through your own reading each month.
Create an autoresponder series through your ESP’s tool for each
product or service
Bonus: Look into tools that allow you to create content funnels such as
Survey Funnel, Spring Metrics or Get Smart Content

21. Integrate landing pages
 Create a landing page for your eBook or
newsletter that sells the signup
 Create landing pages for each product or service
that offers your auto responder more information
series (I use the WordPress plugin Premise on
my site)
 Consider creating welcome landing pages for
your LinkedIn, Google+ and Facebook profiles
 Look into tools such as Unbounce or Optimizely
to create and track versions of pages for testing.

22. Play ratings and reviews
 Signup for and claim profiles on Yelp, CitySearch,
Google+ Local, Bing Local and Yahoo Local
 Subscribe to the RSS feeds of your profiles on
Google Reader so you can get notice with a new
review appears
 Bonus: Pick one or two local review sites and
start actively promoting reviews. (This is done
one to one when you get a testimonial or
compliment, not via mass email)

23. Go online to drive offline
 Create an offline call to action such as a free
visit, coupon, or even evaluation
 Consider adding click to call/chat/schedule to
make it easier for people to engage, get help and
take action.
 Create a Google AdWords account and start
driving traffic to your call to action
 Bonus: Create a local LinkedIn or Facebook
group around a topic related to your industry and
start building interest with a goal of taking the
group offline as well through a tool like MeetUp

24. Analyze and test
 Subscribe to Occam’s Razor blog by Avinash Kaushik
 Subscribe to the KissMetrics blog
 Create a Google Analytics account and install the tracking code
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on your site
Create a list of core actions to track – things like newsletter
signups, information requests, video views or social shares
If you are running Google AdWords make sure you add
conversion code so you can track what ads are getting the
desired results
Consider using goals in Analytics to track conversion funnels and
paths
Create an A/B test of your Newsletter sign-up page in Google
Analytics Content Experiments function to start to learn how to
optimize pages based on results.
Bonus: Consider adding more robust tracking tools such as
Spring Metrics, Omniture or KissMetrics

25. So…..
 How many things on this list do
you do?
 How much do you still need to
understand and do?
 Get Help!
 Eating The Elephant…the best
way is one bite at a time.

26. Questions, Comments, Discussion
 Free Business Evaluation & Assessment
 Brad @e3help.com
 © (732) 735-6429
 www.marketsimplicity.com
 www.e3help.com
 www.ducttapemarketing.com