Marketing Clinic:Free online marketing tools

Soleilles Cowork, ParisApril 15, 2013

Agenda

• Introduction

• 9 free online marketing tools

- What to use them for

- How to use them

• Case studies

• Even more free tools

Introduction to free online marketing tools:

Identify your objective

Find the tool

Free tools for many marketing jobs

• Market Intelligence

• Email Marketing

• PR and communication

• Social Networking

• Analytics

• Events and surveys

• Contests

• Content marketing

• And don’t forget.. Crowd sourcing

Tool 1: Google alerts

What to use it for:

• Keeping tabs on the competition / benchmarking

• Finding out what's being said about your company or product

• Finding content for content marketing

www.google.com/alerts

Google alerts: How does it work?Set up your alert by choosing: query, result type, how

often and how many results you want to receive

Google alerts: Tips• Be specific, terms like “jobs” or “vacations”

will get you anything and everything

• Use “ ” to avoid getting suggestions from Google for related terms: I'm looking for “somy” not Sony, and for phrases: “white house”

• Put a minus sign in front of words you want to avoid: paris -texas

• Limit sites: “marketing jobs” site: .co.uk

Tool 2: Social mention

What to use it for:

• Like Google Alerts, tracking trends, the competition, your products, etc. but on Social Media (i.e. user-generated content)

• Finding out how people feel about your product or service and how much their talking about it

www.socialmention.com

Social mention: How does it work?

You can set up alerts (temporarily disabled) or check what people are saying in real time

Social mention: Tips• Choose a specific source or sources to define

type of content (i.e. if you don't want videos, only want content from blogs)

• Use advanced search options to: find an exact phrase, include all words, eliminate unwanted words, choose location or language, or eliminate users you're not interested in

Social mention: Tips 2Understanding results: Sentiment: ratio of positive mentions vs. negative mentionsStrength: likelihood people are discussing the search termPassion: how often mentioned by the same peopleReach: number of unique authors divided by total number

of mentions)Top keywords: keywords most often used that relate to

your search termTop users: people who are talking the most about you

(useful for identifying influencers!)

Tool 3: Hootsuite

What to use it for:

• Manage multiple social media channels

• Organizing and scheduling your participation in social media

• Generating new business, customer support … by responding to mentions

• Getting valuable analytics information

www.hootsuite.com

Hootsuite: How does it work?From the dashboard you can: add social networks,

create “streams” of information from these networks, send and schedule messages …..

Hootsuite: Tips• From your dashboard you can create a “tab”

for each social network

• You can create “streams” of information from these networks, i.e. a twitter list about an industry topic

• You can send and schedule messages in advance, i.e. maybe you want your followers in Australia to get a tweet when you're sleeping

Tool 4: Eventbrite

What to use it for:

• Creating an event page

• Promoting events: inviting clients / your mailing list to events

• Managing registrations for events, printing name badges ….

www.eventbrite.com

Eventbrite: How does it work?Eventbrite will walk you through the steps to:

Create event title and description, upload logo, etc

Eventbrite: Tips• Create “tickets” for free or paying events,

invitation only or promoted

• Promote your event: choose a category to list it in directory and search engines, let attendees recommend on FB or Twitter

• Create a customized URL for your event• Upload a contact list to send invitations (no

more than 2000!) • Survey attendees

Eventbrite: Tips 2• Check how many people have registered and

see stats (where attendees are from)

• Send a follow up reminder to attendees • Print out your guest list (or download the app

to check in attendees with your phone or tablet)

• Re-use old lists for new events

Tool 5: Google keyword tool

What to use it for:

• Find what keywords searchers are using to look for your product/service and get keyword ideas

• Get domain names ideas

• Drive traffic to your website or blog by finding the most effective keywords to include in content!

ww.adwords.google.com

Google keyword tool: How does it work?

Create an Adwords account (you don't have to use Adwords), log in and select “Tools and analysis”

Google keyword tool: Tips• If you do a search for a URL you will get

suggestions based on the content of that website (type in the competition, see what you get!)

• Enter keywords or phrases (separate line for each): start with a broad search and narrow it down with “include terms” and “exclude terms” tools

• Select category, geographical area and language (in “advanced options and filters”)

Google keyword tool: Tips 2• Select device (i.e.maybe you're interested in

searches only from mobile devices)

• Choose results you want to display: - Competition (% of adwords users bidding

on this term- Global monthly searches- Local monthly searches

• Select “Only show results closely related to search” to see only results that include the exact words you entered

Tool 6: Mailchimp

What to use it for:

• Designing and sending emails to prospects and clients

• Automating emails based on actions (sign-up forms, purchases etc.)

• Maintaining a simple database of clients and target groups

www.mailchimp.com

Mailchimp – How does it work?

Mailchimp – Tips• Start by customizing (localizing) the automated

welcome, sign-up and unsubscribe emails for each list.

• Use the new drag-and-drop builder – very EASY!

• Create templates for different email types

• Set up autoresponders (trigger emails)

• Use testing tools to test deliverability/design

• Advanced: check out the standard integrations available (Survey Monkey, Zoho CRM etc.)

Tool 7: Prweb + Pitch

What to use it for:

• generate press releases, digital media kits or advertisements quickly

• stores content online

• Add personality, rich media to press releases

• Track results

www.prweb.com www.pitchengine.com

Tool 8: Survey Monkey

What to use it for:

• To send free polls, surveys, questionnaires, customer feedback and market research and analyze results

• To find respondents for surveys

• To run surveys on Facebook

• To integrate into Mailchimp campaigns

Survey Monkey: How does it work?Set up your survey: use free templates to design

survey, collect responses & analyze results

Survey Monkey: Tips• Create surveys directly on your Facebook

accounts

• Take advantage of integration into Mailchimp campaigns

• Tap into Audience, Survey Monkey’s database for quick customer feedback for any budget

• Integrate survey results into Salesforce

Tool 9: ZOHO CRM

What to use it for:

• ZOHO is a suite of online Business, Productivity and Collaboration applications

• 20 Applications designed to work together

• ZOHO CRM used to track customers from lead creation to sale win / loss

www.zoho.com

ZOHO CRM: How does it work?From the browser you can:

ZOHO CRM: Tips• You can create a web-to-lead form to

automatically add leads from your website

• You can easily integrate with OutLook ($3/month) to make sure you always have updated Contact information offline and to make sure you always have your data.

• You can use ZOHO to manage Products, with support and price book, as well as purchase orders and invoicing.

Case study 1Leroy Merlin - “CRM for customer retention in the wired economy »

CR today:•Self-service•Personal assistance and advice on site – our core competitive advantage – highly dependent on the training of our HR on site•Communication handled by national headquarters

Retail business model:•Product offer, services and prices tailored to the local customer base•Store organization and workflows shaped by the store managers•Internet web site managed by headquarters

Tomorrow’s challenges:

•Customer expectations: • Products and services tailored to

their needs• Increased pricing coherence• Professional advice on home

improvement solutions

•How can we build more proximity with our customer base?

•What form should our relationship with our customer take?

•How can we make the difference with our many different competitors?...

Competitive environment of the decoration department

Competitive environment of the decoration department

Case study 1 cont.

Case study 2Thomas & Neel

• Language training for professionals since 2004: training company employees at all levels and in multiple departments

• Solid client base of large international companies mainly through word-of-mouth

• T&N would like to offer new kinds of services (I.e.weekend workshops) and reach new clients. NEVER done any marketing, where to start???

More tools....Category Tool Link

Analytics Google Analytics www.google.com/analytics

Blog & web site creation Wordpress www.wordpress.com

CRM + 20 tools Zoho www.zoho.com/Email marketing Mailchimp www.mailchimp.com

Events & surveys Event Brite www.eventbrite.com/

Events & surveys Survey monkey www.surveymonkey.com/home/

Lead Generation LinkedIn www.linkedin.com

Market Intelligence Alexa www.alexa.com

Market Intelligence Google keyword tool

Market Intelligence Technorati www.technorati.com

Market Intelligence Stumbleupon www.stumbleupon.com

Market Intelligence digg digg.com

Market Intelligence Quora www.quora.com/

Market Intelligence Live Keyword analysis www.live-keywordanalysis.com

Market Intelligence Similarweb www.similarweb.com

Market Intelligence Wordtracker www.wordtracker.com

Organization Wordflowy workflowy.com/Organization Evernote evernote.com/PR & Communication PR log www.prlog.org/

PR & Communication Slideshare www.slideshare.net

PR & Communication PitchEngine new.pitchengine.com/

PR & Communication PRWeb fr.prweb.com/

Reference Seobook www.seobook.com

Social Networking Hootsuite hootsuite.com/

Social Networking Tweetdeck www.tweetdeck.com

Social Networking Followerwonk www.followerwonk.com

Social Networking Socialmention socialmention.com/

Team management Basecamp basecamp.com/

Team management Asana asana.com/

“Lead generation”

What are some best practices?

Audience question:

Contact usAmanda Saionzamandamail.as@gmail.com+33 06 83 99 05 21

Noel Thevenetnoel@petiteplanetmarketing.com+33 06 20 12 77 91

Stephanie Kidderskidder@wanadoo.fr+33 06 80 91 98 85

Susan Haimetsusan@dreamface.org+33 06 42 48 01 61