Harnessing the Power of Digital

1. Harnessing the Power of Digital Main Street Retailing Forum

2. A Bit About Me… • Helping corporations develop and implement digital strategies since 1997 with a focus on small and mid-sized companies since 2004 • Paid columnist and guest blogger for media outlets like American Express OPEN Forum, Huffington Post, Entrepreneur Magazine and FAST COMPANY • Paid keynote speaker for American Express, SCORE, California Travel Association, Syracuse University, etc. • Founder of InfluenceExpansionAcademy.com, the only online social media and business growth academy created specifically for small and mid-sized CEO’s

3. What We’ll Be Covering… • WHOdoes digital marketing work best for? • WHATare some digital marketing options? • WHENshould you leverage digital marketing? • WHERE can you focus your digital marketing? • WHYshould you care about digital marketing? • HOWdo you measure success? • Q&A

4. WHO does digital marketing work best for? SMALL MEDIUM LARGE

5. WHAT are some digital marketing options? • PPA(Pay Per Action) • Facebook ads and sponsored updates • Email marketing (Constant Contact, Aweber, etc.) • Social bookmarking (StumbleUpon, reddit, delicious) • Social media (Facebook, Twitter, Google+, Pinterest, LinkedIn) • Q+A sites (Yahoo Answers, Quora, LinkedIn Q&A) • Location-based services (Facebook Places, Google Places) • Daily deals (Living Social, Groupon) • SEO • Review sites (Yelp, Google Places, CitySearch) • QR codes (QRStuff) • SMS marketing • Mobile apps • Article writing (eHow)

6. WHEN should you leverage digital marketing? As soon as… • You know what you need to be doing to reach YOUR market • Someone on your team has been clearly identified and AGREES to being the point person • Your customers and clients have told you what they want to receive from you

7. WHERE can you focus your digital marketing? • Pick three types of digital marketing avenues to focus on and do them REALLY, REALLY well. • HINT: Stick with options you and your team can ALERADY do • Listen to your market – they will tell you what to do, if you’ll listen • Don’t assume you know what your market wants – ASK

8. WHY should you care about digital marketing? • Enhances your relationships with clients, customers AND prospects • Boosts your credibility • Increases internal innovation • Allows for three-way communication • Helps you to underscore your brand promise • Increases share-ability and reach-ability exponentially • Long-term, forever, indexed visibility • Easily educate your market • Might be more cost-effective in the long-term • Better target marketing

9. HOW do you measure success? • Decide on regular intervals to track metrics and stick with it (weekly, monthly, etc.) • Select a measurement tool that will help you keep track of metrics • Set goals, set goals, set goals • Understand and accept that your initial goals will be off and allow room for correction • Make sure ONE person on your team is responsible for tracking and paying attention to metrics • Decide which team members need to receive metric reports • Determine a course of action if metrics are not what’s expected

10. What We Covered… • WHOdigital marketing works best for • WHATyour digital marketing options are • WHENyou should leverage digital marketing • WHERE you can focus your digital marketing • WHYyou should care about digital marketing • HOW to measure success

11. Q+A

12. CONTACT InfluenceExpansionAcademy.com @LenaWest facebook.com/LenaWest