Social Media Revolution

AdWORKS is Coming

Come to learn how to be a part of the biggest Marketing & Advertising opportunity in Northwest Ohio at the AdWORKS Kick-Off event Thurs., June 25.

This social hour is free to attend by all. Ad Club of Toledo President, Sara Shiels and I, along with other Ad Club members, will be unveiling all the juicy details of the upcoming AdWORKS event on October 9. You will learn how to be a part of the show by exhibiting, serving on a breakout discussion panel, sponsoring a portion of the event and much, much more.

Those attending the AdWORKS Kick-Off have first crack at exhibitor location, sponsorships, and additional options. You will want to attend this to be in “the know” for the upcoming event!

The Toledo Club - “Red Room”
235 14th Street
Toledo, OH  43604

Thursday, June 25
5:30-7:30 p.m.
AdWORKS Preview Presentation at 6:00 p.m.

Free to attend. Cash bar.

Please RSVP to Patty Schoepf by calling 419.866.4199 or e-mail director@adclubtoledo.org.

How to do business on the World Wide Web even when your target is the guy next door?

When I talk to many small business owners about the Internet and ways to use it to grow their business, I often encounter this response, “That’s just for people trying to sell stuff to people all over the world,” or “I tried that and it didn’t work for me.”

Whenever I hear that type of talk from small business owners, I cringe.

Let me get to the point. You must be on the Internet. You must find ways to use Internet based tools such as email to enhance your marketing efforts.

Most of the Internet resistance that small business owners harbor stem from a couple of places. First of all they may have bought into the initial Internet hype that made it sound as though any business could set up a web site and start raking in cash.

The other perception that keeps businesses off of the net is the belief that since they are only trying to do business in their community or maybe even their tiny little neighborhood the Internet and Internet based tools have nothing to offer.

Let me say it again. “You can use the World Wide Web even if your market is the Guy Next Door.” The cost of developing a web site and web hosting have become so inexpensive there is no excuse to pass on this form of marketing.

The first thing you must understand is how most people use the web. While there are some folks who fire up their computer to go shopping, most people use the Internet as a tool to gather information. Now they may use that information to make a purchase decision but first they will gather.

So it stands to reason that as increasing numbers of people turn to their computers for research purposes, the businesses that are ready and waiting to provide that information stand to gain over those who fail to meet this need.

I know many people, myself included, who use the Internet like a giant phone book. It is easier for me to locate a local business or service with a few clicks than to plow through a phone book.

As regional web directories and search portals grow in popularity, gaining listings in them will be more important than a Yellow Page listing. (See recommended resource for information on regional directories)

Most businesses should look at their web sites as a way to provide information and customer service first and as a way to generate leads and perhaps sales second.

A web site also allows you to enhance your advertising efforts by placing free detailed information, reports and beneficial content in a place where anyone can retrieve it. The web lets even the local neighborhood store deliver information on things such as special offerings, coupons and client previews.

Smart marketers will use a web site to get customer feedback. A web site is a great place to store all of your company’s printed sales and technical literature.

The ways to use a web site in your business are endless.

A web site is not the end all of marketing it is simply another very powerful marketing tool. To ignore it is to limit the ways in which a client or potential client can build a relationship with your firm…and that would be a costly mistake.

Smart marketing in a tough economy

Last week I had the distinct honor and pleasure of participating on a marketing panel organized by Leasa Maxx of Maxx Marketing & Design and the Maumee Chamber of Commerce.

On the panel with me were three very talented marketing professionals: Susie Joyner, marketing manager at Allshred Services; Deborah Rasmusson, director of vocational services for Sunshine Inc. and Georgette’s Grounds & Gifts and Tim Langhorst, executive vp at Thread Information Design.

We covered a lot of ground on topics such as:

• how small businesses can get more bang from their marketing dollars, without spending more
• what can small businesses do to combat the need for cold calling
• how can small businesses foster stronger relationships with clients and prospects
• what is social media and does it make sense for “my” small business
• tips and advise on how to build a practical online strategy

Small business marketing takeaway:

Carve out 60 minutes and watch this video. It’s loaded with tons of practical information and tips on how to market smarter in this very tough economy.

What’s your definition of social media?

We had a very intriguing discussion at the Social Media Breakfast Toledo planning committee meeting today about how each of us have a different way to define social media.

I like to keep things simple, so my favorite definition goes something like this:

Media (published content) with a social (anyone can do it) component.

By the way, seats are filling fast for the inaugural Social Media Breakfast Toledo event on April 3. For more information or to register, click here.

Inaugural Social Media Breakfast Toledo

Social Media Breakfast Toledo is an event where social media practitioners and others interested in communication come together to eat, meet, share and learn. Marketers, public relations professionals, entrepreneurs, bloggers, podcasters, videographers, new media fanatics, and online social networkers are all welcome to attend. Register.

The Social Media Breakfast series began in Boston in 2007 and has now spread to more than a dozen cities throughout the United States.

Our fledgling efforts in the Toledo-area center on defining trends and best practices, and highlighting new apps and experts, as we all try to stay abreast of the rapidly evolving idea of social media.

The inaugural Social Media Breakfast Toledo will include a main speaker and good food, followed by panel discussion and networking.

Date: Friday, April 3, 2009
Time: 7:30 – 9:30 a.m.
Location:
Elk’s Lodge Toledo 53 map it
3520 Holland-Sylvania Road
419.841.6654
Cost: $10.00/person
Event tag: #SMBTOL

7:30-8:00 a.m. Event begins - food, drink and networking
8:00-8:15 a.m. Welcome and opening remarks by Michael Temple
8:15-9:00 a.m. Panel discussion
9:00-9:30 a.m. More mingling and wrap-up

No question or idea is unwelcome. Come share with our new community of social media users. Fee to attend is $10.00 and includes breakfast. 

Inaugural Social Media Breakfast Toledo speakers and panelists:

Victoria Kamm

Allen Mireles

Dave Rigotti

Damian Rintelmann

Michael Temple

Click here for more information or to register.

Toledo Tweetup

If you are on Twitter and want to meet face to face with other Toledo-area Twitterers, come to the second Toledo Tweetup organized by Damian Rintelmann of Hart Associates.

The very first ever Toledo Tweetup was held at The Blarney downtown and had about 20 people attend.

Help make this one even better. I’m going. Are you?

view details, see who else plans to attend and even RSVP (though not required) here.

The renaissance of small business marketing

How users engage with you through digital channels will ultimately define your brand.

Try not to interrupt what people are interested in. BE what people are interested in.

New resource helps small businesses with Local Search

As a follow-up to yesterday’s post, I just had to tell you about a new small business service that launched January 20th.

GetListed.org helps small business owners learn more about the way their businesses are listed online.

Their mission:

“to help small businesses claim and enhance their listings at major search engines.”

What a fantastic new resource for small businesses.

GetListed.org is extremely easy to use. Simply enter the business name and zip code you want to look up. The results provide local listing information for Google, Yahoo, Live Search and Best of the Web.

As I’ve talked about before, the potential to attract new customers via Local Search is enormous. Now, GetListed.org can help your business get started building and improving your search engine presence. They also offer a resource center if you find yourself overwhelmed by the world of Local Search.

Small business marketing takeaway:

If your small business depends on customers from your city or neighborhood, you have to get found online locally. Advertising in the printed version of the Yellow Pages, is not enough in this Web 2.0, mobile world.

Beyond 411: Define your place in your city

I’ve talked about local search before, stating that I believe it to be one of the most important and practical online strategies for small businesses. I stand behind that statement 100% and find myself continually surprised that more small businesses haven’t embraced local search as an affordable and effective marketing activity.

The numbers don’t lie…

• 10+ billion (that’s “billion” with a “b”) monthly unique searches, just in the U.S.
• 40% of searches have local intent*
• 5% of searches use the city and/or state name
• 2% of searches include terms like “neighborhoods”
• 0.5% of searches include zip codes
• 43% of people online are looking for something to buy locally
• 54% of internet users have thrown away the phone book

* source: Ian White, Urbanmapping.com

As you would imagine, getting found locally doesn’t happen automatically. Small businesses will need to invest some time into submitting their information to search directories. I’ve provided a list of some the more popular sites, but, in reality, if you concentrate on the first four, you’ll be in great shape.

• Google Local
• Yahoo Local
• Microsoft Live Search
• Best of the Web
• CitySearch
• Local.com
• YellowPages.com
• Yelp
• TrueLocal
• Switchboard
• Judy’s Book
• SuperPages

What’s the small business marketing takeaway, you ask?

If your small business depends on customers from your city or neighborhood, you have to get found online locally. Advertising in the printed version of the Yellow Pages, is not enough in this Web 2.0 world.

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