1. Marketing for Small Business The essentials to give your business an edge…

2. Hello! My Name is Damali L’Elie. My concentration is Digital Marketing in Integrated marketing. My hometown is Brooklyn, NY. I have 15 years of experience working in Sales, Public Relations and Marketing fields for such companies as News Corp, L’Oreal USA now freelancing. Today I will be discussing some important elements of marketing for your small business.

3. What is Marketing? Marketing can be defined as a process of determining the needs and wants of consumers and being able to deliver the products that satisfy those needs and wants

4. What is the process? Marketing’s key processes are: Opportunity identification, New product development, Customer attraction, Customer retention and loyalty building, and Order/ service fulfillment.

5. What are your business goals? Acquisition of new clients/ increase customer base Continuing engagement/ retention Building brand Awareness Differentiation Who is your client? Where are they located? Create a budget

6. Example Budget Search Marketing- Awareness, Acquisitions Social Media-Awareness, Retention, Engagement, Acquisition Promotions- Awareness, Engagement, Acquisitions Banner Ads- Awareness, Acquisition Gorilla – Awareness, Acquisition Blog- Awareness, Engagement Total Costs =$10,000

7. SWOT Analysis Strength Weakness Opportunity Threats

8. Example SWOT StrengthsWeakness Opportunity Threats Mobility Face to Face Contact Growth of the industry Healthy Food Concept Low Concentration in Market Spoilage and product waste Limited work space Dependence on reputation Partnerships with other food vendors Expanding routes outside of Charlotte College campuses market Competitors with similar products Low barriers to entry Health department inspectors

9. Basics of SEO Your links, paid search, and social media acts as the icing, but your content, information architecture, content management system, and infrastructure act as the sugar and makes the cake.

10. Search Engines What Search Engines Are Looking For Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. So how is relevancy determined? Content: the text on the page, and the titles and descriptions that are given. Performance: How fast is your site and does it work properly? Authority: Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that's available?authoritative sites User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate?bounce rate

11. Your Website Key Items to include Make sure information is found easily Program/ service offerings Commonly asked questions/ answers Staff background Directions Testimonials Be sure to claim your website on directories and update regularly Yelp Google Places for Business FourSquare Yellowpages

12. Marketing Communications Rationale  Advertising will speak to your power and success as well as giving you control over the message  Events and Promotions will help you to stay relevant and engaging.  Word of Mouth will the most influential marketing.  Personal Selling will allow you to connect through personal interaction and encourages a direct response.  Public Relations will give you credibility and tell the story behind the brand.  Memberships help foster & maintain important relationships w. elected officials and other business.- Brooklyn Chamber of Commerce & SBA

13. Content Marketing “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

14. Blogging/Newsletters Use Tumblr, WordPress, Blogger, Medium or Google+ Podcasts Informational/ Demonstrative Videos Pictures of Events Links to relevant articles Discuss current events Newsletters- Email Tips/trends Interviews Healthy Recipes

15. Create a Media Calendar Month JanFebrMarchAprilMayJuneJulyAugSeptOctNovDec Strategy Banner ads Events Social Media Blog Search Marketing Contest Loyalty Program Promotion Gorilla Marketing

16. Analytics Tools Keyword Research Tools Ad Preview Tool - Tool that allows you to preview unbiased organic rankings and paid search ads per any given keyword and geography. Google’s Keyword Tool - Allows you to locate keywords based on your actual search enquiries and volume. Website Analytics Tools Google Analytics - Measure your website visits and conversions, advertising ROI as well as track your Flash, video, and social networking sites and applications. Website Audit Tools Ad Planner – A media planning/research tool that uses inputs about users’ target audience and key demographic to provide information about the websites they likely visit Social Media Optimization Tools Follower Wonk – A twitter intelligence tool that can be used to track and analyze followers, as well as search and find key influencers via twitter bios. Hoot Suite - Manages social media and messaging on a dashboard that integrates your brand’s social networks and apps. Pay-Per-Click Platforms Google Adwords - A paid Google advertising network that allows you to create ads, chose keywords and phrases to help drive people to your website. WordPress SEO Plugins FB Plugins – An essential plugin for those with a Facebook page; allows you install the Like option on your website or blog. 1-Click Retweet/Share/Like – A one-stop-shop for quickly promoting or self-publishing content to over 20+ social media networks; updates your fans in real-time and allows them to share, like and retweet. Google XML Sitemaps - This plugin will generate a special XML sitemap which will help search engines like Google, Bing, Yahoo and Ask.com to better index your blog. Info found on : http://www.searchdecoder.com/seo-toolbox/#ixzz2PRBwXWRYhttp://www.searchdecoder.com/seo-toolbox/#ixzz2PRBwXWRY

17. Thank You for Listening Please feel free to contact me at damalilelie@gmail.com or visit my website www.damalilelie.com!damalilelie@gmail.com