Digital Marketing for Small Businesses (SMB s) Myths and Must-Do s

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1 Digital Marketing for Small Businesses (SMB s) Myths and Must-Do s

2 We Deliver the Right Message, to the Right Audience, at the Right Moment, on the Right Device.

3 39 Active clients 48 Brands and Retailers 65 Full-time marketing experts $800,000,000 Dollars in ecommerce revenue generated by our clients in 2014

4 Client Highlights 4 Confidential & Proprietary Blue Moon Digital, Inc. 2015

5 MYTH BUSTERS 5 B2B MISCONCEPTIONS

6 MYTH #1: Millennials aren t making B2B business decisions REALITY #1: Nearly half of all B2B researchers are millennials 6 Confidential & Proprietary Blue Moon Digital, Inc. 2015

7 MYTH #2: B2B Marketing should target the highest level executives REALITY #2: B2B Researchers who are not in the C-Suite influence purchase decisions 7 Confidential & Proprietary Blue Moon Digital, Inc. 2015

8 MYTH #3: Branded searches should be the focus of your search strategy REALITY #3: 71% of B2B researchers start their research with a generic (non brand) search 8 Confidential & Proprietary Blue Moon Digital, Inc. 2015

9 MYTH #4: Not many B2B researchers use mobile REALITY #4: Mobile usage is intensifying: B2B researchers are using it throughout their entire purchase path 9 Confidential & Proprietary Blue Moon Digital, Inc. 2015

10 MYTH #5: Video is watched solely to gain awareness REALITY #5: B2B researchers watch video during the entire path to purchase 10 Confidential & Proprietary Blue Moon Digital, Inc. 2015

11 It s Simple Right? 11 Confidential & Proprietary Blue Moon Digital, Inc. 2015

12 Today s Reality.

13 The Challenge What do you actually have time for that will increase visibility to your business? Focus on the Foundation first then expand. The Foundation = SEO + PPC + + Analytics Then.Display Advertising Then.Shopping (if product based) Then.Social Media 13 Confidential & Proprietary Blue Moon Digital, Inc. 2015

14 DIGITAL MARKETING FOUNDATION

15 Focus on the Foundation 15 Confidential & Proprietary Blue Moon Digital, Inc. 2015

16 Why? Foundational Elements still control 60% - 80% of ALL web traffic Benchmarks Direct = 15% - 19% of total traffic SEO = 20% - 25% of total traffic Paid Search = 18% - 25% of total traffic = 16% - 30% of traffic* *Depends on cycle for repeat purchases or ongoing education Social Media (all channels) less than 18% of total traffic 16 Confidential & Proprietary Blue Moon Digital, Inc. 2015

17 Why is it important to have a local strategy? Nearly 80% of local searches on mobile devices turned into purchases, with nearly 90% of those purchases being in a physical store (73%) or on the phone (16%) vs. online (11%). Roughly three-fourths (76%) of those purchases happened the same day and most (63%) within a few hours. -comscore, Neustar Localeze, 15 Miles Study, April Confidential & Proprietary Blue Moon Digital, Inc. 2015

18 CRITICAL CONSIDERATIONS BY CHANNEL

19 SEO Critical Elements Establish Google My Business account Install and Verify Google Webmaster Tools Identify keywords that reflect your business Populate the Core SEO elements for EVERY page Title Tag Meta Description Keywords Do not Copy & Paste Each category page must be unique! Evaluate your nearest competitor for ideas Connect the dots. Google Loves Google Great resource: 19 Confidential & Proprietary Blue Moon Digital, Inc. 2015

20 Paid Search Many Options Multivariate Testing + Delivery Method Geo-Targeting, Language Targeting & Audience Segmentation Match Types + Keyword Bidding & Budget Device Targeting + Mobile Bid Adjustments 20 Confidential & Proprietary Blue Moon Digital, Inc. 2015

21 Google Quality Score 21 Confidential & Proprietary Blue Moon Digital, Inc. 2015

22 Paid Search Critical Elements Setup Google Adwords Account Linked Google Adwords + Google Analytics + Webmaster Tools + Merchant Center Take advantage of Ad extensions Site link extension Call or App extension Consumer Review extension Location extension Call out extension (not clickable) Upload all business data (found in shared library) Place smart remarketing tag on website (build audience data NOW) Bid on keywords you cannot afford to lose Keywords = From the Searcher s perspective Not always the same as business keywords Enable Mobile within the Adwords interface Evaluate your nearest competitor for ideas Once solidified in Google then expand to Bing Search Center Great resource: 22 Confidential & Proprietary Blue Moon Digital, Inc. 2015

23 Critical Elements Invest in the paid version of your platform Greater functionality with templates, list creation, # of contacts, etc. Independent IP address (to protect reputation) Build your list organically do not buy/rent a list On-site capture (via overlays, social media, etc.) Point of Sale (best capture mechanism) Determine cadence for your audience and stick to it Identify segmentation factors from the start Tag subscribers as potential, new or current customers Associate transaction data with subscriber if possible Don t send one size fits all s tailor message to audience must be mobile friendly no longer an option 23 Confidential & Proprietary Blue Moon Digital, Inc. 2015

24 Analytics Critical Elements Upgrade to Google Universal Analytics NOW! Legacy GA going away early History will not be maintained. Link your Google Adwords Account to GA Link your Google Webmaster Tools Account to GA FILTER OUT THE NOISE use filters to eliminate your office, web development company, graphic designer, vendors and partners for accurate traffic numbers. Track Site Search results in GA Insight to prospective customers + keywords for SEO/PPC Tag marketing campaigns consistently Tag micro conversions that signal future intent to buy (i.e. signup) Use custom channel groups to identify specific referral traffic Use a Referral Exclusion to filter out Paypal or other third party service Do not capture Personally Identifiable Information ( PII ) 24 Confidential & Proprietary Blue Moon Digital, Inc. 2015

25 Mobile Critical Elements Optimize your website for mobile don t wait any longer Enable pay per click mobile campaigns Leverage Google My Business account Note: VERIFY your Listing! Consider Moz Local to populate big aggregators 25 Confidential & Proprietary Blue Moon Digital, Inc. 2015

26 Video Critical Elements = content on demand, have the ability now to target very niche audiences when they are engaged with specific content Successful video content will do one of these three things: 1. Educate 2. Entertain 3. Inspire Example: Marc & Morgan, owners of Whole Latte Love (upstate NY coffee retailer) 26 Confidential & Proprietary Blue Moon Digital, Inc. 2015

27 HOMEWORK

28 10 Questions to Evaluate Your Digital Marketing 1. Have I completed the SEO audit checklist for my business? Have I verified my listings? (see attached spreadsheet) 2. Have I connected the dots for Google? Yahoo? Bing? By utilizing their tools and creating accounts? 3. Do I have a paid search campaign that includes my brand/company name, key categories/services/products I sell? 4. Do I have a paid search campaign targeted at my closest competitor so my business in included in the conversation? 5. Do I have a method of capturing addresses and key segmentation data elements today? 28 Confidential & Proprietary Blue Moon Digital, Inc. 2015

29 10 Questions to Evaluate Your Digital Marketing 6. Does my paid search ad copy include key words that describe my business and top keywords Google recognizes? 7. Does my store location page on the website include 100% readable text in HTML? Is the neighborhood name, town, city in the URL? 8. Does my Home Page Title Tag and Meta description make sense to a potential customer? 9. Do I have relevant content to send to my current customers and prospective customers via on a regular basis? 10. Is my website and PPC campaign optimized for MOBILE search? 29 Confidential & Proprietary Blue Moon Digital, Inc. 2015

30 Parting Thoughts Customer learning is happening all the time, and doesn t coincide with your campaign calendar. Market Like You Mean It. 30 Confidential & Proprietary Blue Moon Digital, Inc. 2015

31 / THANK YOU A.J Larimer Street, Suite 800 Denver, Colorado p: e:

32 Resources (You can sign up as an individual to stay in the know) Sources: Google/Millward Brown Digital, B2B Path to Purchase Study 2014, Google Internal Data. 32 Confidential & Proprietary Blue Moon Digital, Inc. 2015

33 A.J. Workman A.J. is the Chief Marketing Officer, SVP of Business Development and a Co-founder or Blue Moon Digital, Inc. A.J. s career has focused on working with forward thinking companies and positioning them for long term growth. His professional journey over the past 20 years started with product marketing, and then developed into building retail brick and mortar stores and enterprise software. All this experience has translated well into A.J. s current world of digital marketing. Prior to his current roles, A.J. honed his skills through managing the product development of online bill payment systems for CSG Systems, Inc., created and coordinated marketing plans to launch the Einstein Bros. Bagels (yum) and supported specialty retailers through promotion and distribution of Tecnica Ski Boots and Volkl Skis throughout the Rockies. A.J. has assisted in creating a big city agency level of service in a city that many people see as a traditional Midwestern town seated somewhere between two coasts. When he isn t being an advocate for one of the fastest growing industries in one of the fastest growing cities, he can be found volunteering as a soccer coach, maximizing Colorado activities or sharing words of wisdom from his 25 years of experience as a level three ski instructor.

34 Where SMB s Need the Most Help By Years in Business Source: 2015 LSA/Thrive Analytics Local Pulse Survey 34 Confidential & Proprietary Blue Moon Digital, Inc. 2015