Our presentation to the New Jersey Nursery and Landscaper's Association on digital marketing and how a small business can use it.

2. Who am I?
John Cashman
Owner- Digital Firefly Marketing
• Helped launch 3 companies
• 2 - 1 in startups
• Ran marketing for the last two.
©2012 DIGITAL FIREFLY MARKETING LLC

3. What is this?
©2012 DIGITAL FIREFLY MARKETING LLC

4. And this?
©2012 DIGITAL FIREFLY MARKETING LLC

5. And finally...
©2012 DIGITAL FIREFLY MARKETING LLC

6. Changing World
• The Internet is big and getting bigger
• People are more connected
• People always carry computers
©2012 DIGITAL FIREFLY MARKETING LLC

7. Ten years ago...
Marketing Plan - Get people to call you
• Yellow Pages
• Direct Mail
• Flyers and cold Calls
• TV and Radio
©2012 DIGITAL FIREFLY MARKETING LLC

8. Uh Oh
Marketing Plan
• 62% of people use the print yellow pages
each month
• 44 % of people don’t open direct mail
• 200 million people on do not call lists
• 86% of people skip TV commercials
©2012 DIGITAL FIREFLY MARKETING LLC

9. What Happened?
• Google
• Apple
• Facebook
• Easy to build websites
• Email
©2012 DIGITAL FIREFLY MARKETING LLC

10. New Marketing
Get people to contact you from your website
• Search Engine Optimization
• Pay-Per-Click Advertising
• Social Media Marketing
• Email Marketing
©2012 DIGITAL FIREFLY MARKETING LLC

11. Why?
• 3 billion web searches a day
• 46% for products/services
• 20% are for local business
• 93% of the U.S. Population is on
Facebook
• 1 out of every 8 min is spent on
Facebook
©2012 DIGITAL FIREFLY MARKETING LLC

12. How does Search Work?
• Google starts with high traffic websites: CNN
• Clicks on every link that takes it to many websites
• On each website - looks for keywords
• On every website it clicks on to the next website and so on.
• Each website is indexed for keywords
• Every time someone Googles a keyword like “landscaping services in
new jersey” Google pulls results from index and ranks them 1 - infinity
• Displays first ten according to quality score.
©2012 DIGITAL FIREFLY MARKETING LLC

13. What is SEO?
• How many people have a website?
• Search Engine Optimization
• Google isn’t THAT smart
• Think like you search
©2012 DIGITAL FIREFLY MARKETING LLC

14. Webpage Anatomy
• Keywords in the
right places
• Title
• Images
• URL
• Header
©2012 DIGITAL FIREFLY MARKETING LLC

15. Better SEO
• Conduct an SEO audit - what keywords
are you using?
• Blog
• Post blogs on Facebook and Twitter
©2012 DIGITAL FIREFLY MARKETING LLC

16. What is Pay-per-click?
• Google makes lots of
money
• Pay for people
searching for terms and
bring them to your
website
• Talk to Google - Free
$100
©2012 DIGITAL FIREFLY MARKETING LLC

17. I like you.
• Why Facebook?
• Facebook refers more traffic to website that any
website except Google.
• Number 2? Pinterest
• What’s Pinterest?
©2012 DIGITAL FIREFLY MARKETING LLC

18. What is Facebook?
• Building an audience
• First place people get their “news”
• What do you give them?
• Status updates
• Blogs on how tos
• Garden calendars
• Post once a day
©2012 DIGITAL FIREFLY MARKETING LLC

19. Your Website
• Needs to be sticky
• When people visit what do they do?
• Surf for information
• Get them to download a white paper in
exchange for an email
• Get them to “like” you
• Convert them into a lead
©2012 DIGITAL FIREFLY MARKETING LLC

20. Automated Emails
• Once you convert them now what?
• Set up 5 How to guides...
• Register on MailChimp
• Set up Autoresponders
• When someone signs up for one guide, send
them the second three days later, the third
seven days later and the last 15 days later.
• Keep them interested in your name.
©2012 DIGITAL FIREFLY MARKETING LLC

21. New Rules
• All marketing should lead to your
website
• All marketing should be measurable
• All marketing should generate sales
©2012 DIGITAL FIREFLY MARKETING LLC

22. How to start?
• Google Places/Yelp
• Your website? Does it need an
overhaul? a Blog?
• Do it yourself or pay someone.
• Start with your website and build out to
more advanced stuff
• Results in 3-6 months. Sooner if paid
©2012 DIGITAL FIREFLY MARKETING LLC

23. Q&A
Questions and Answers...
©2012 DIGITAL FIREFLY MARKETING LLC