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Businesses learn to grow

Marketing seminar gives them the tools

Posted: July 10, 2013 2:00 a.m.
Updated: July 10, 2013 2:00 a.m.
Mike Blinder, president of The Blinder Group, speaks at a business seminar sponsored by Signal Multimedia.  Mike Blinder, president of The Blinder Group, speaks at a business seminar sponsored by Signal Multimedia. 
Mike Blinder, president of The Blinder Group, speaks at a business seminar sponsored by Signal Multimedia. 

Small Santa Clarita businesses wanting to figure out how to grow their business, reach their primary market and be more easily found by customers in an online search were given a broad primer on Tuesday.

Some 74 people attended a lunch seminar, one of three free digital marketing seminars sponsored by Signal Multimedia at the Valencia Country Club. Another 70-plus people were expected to attend the following seminars, said a spokesman for the newspaper.

There are a lot of new tools for growing a business online that are confusing to a small business, said Randy Morton, publisher of The Signal.

Presented by Mike Blinder, president of multimedia marketing company The Blinder Group, Blinder said he met Morton when he spoke at a California newspaper conference.

Morton wanted to offer local Santa Clarita companies an educational seminar to help sort through the myriad options available to market their businesses, he said.

“Companies spend 6 percent of gross sales for marketing,” Blinder said.

But, they also need to know how to optimize their reach and create useful online links to reach targeted customers.

Post-recession, people no longer have brand loyalty like they once did. So businesses need to know where to go to reach their local market, and how to attract customers, he said.

Describing a marketing model called SoLoMo, Blinder broke marketing down into Social-Local-Mobile focused marketing techniques.

As use of social media by companies has exploded over the past decade, Blinder shared tips as to how search engine sites operate and advised businesses how to take advantage of all the tools available.

As for local marketing and targeting your audience, Blinder told attendees newspapers and their websites still rank number one for reaching a targeted local audience and that they give one of the best returns on investment based on reader demographics.

While companies may reach more people online, social media still comes in second place when it comes to reaching a targeted audience. The trick is, he said, to know how to reach the right audience.

Mobile marketing, the latest tool to come on the market, needs to be better understood and used by companies, he said.

“Only 10 percent of today’s websites are suitable for mobile use,” Blinder said.

Blinder reminded attendees that Signal Multimedia, working with a company that specializes in helping companies in the digital age, is offering local companies an affordable service to multiply and expand their customer reach online, while managing and protecting their reputation at the same time.

From an agency perspective, Jill Mellady, president of Mellady Direct Marketing, felt the seminar was of “great value.”

While she said she understands how to integrate social media into a marketing plan, Mellady said the seminar will help her company streamline the process so much more and enable the company to track the success of its social media program.

What she learned also allows her to help her own clients with web-optimization, she said.
“And, the price is right,” Mellady said. “It’s very reasonable for the tools that you’re going to get to track your marketing.”




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