Marketing on a Budget
Presented by for
littlewebgiants.com
Tuesday 23rd September, 2014
About This Talk
Work with others
About This Talk
Work with others
Identify your message
About This Talk
Work with others
Identify your message
Assess resources available
About This Talk
Work with others
Identify your message
Assess resources available
Reach your target audience
About This Talk
Work with others
Identify your message
Assess resources available
Reach your target audience
Learn about useful tools
About Us
Web Development
Online Marketing
Who Are You?
Who Are You?
BusinessOwner
Soon To BeBusiness Owner
CampaignManager
MarketingSpecialist
Be Clear About Your Message
Be Clear About Your Message
Elevator Pitch
In 30-60 seconds…
What do you do?
Why is it useful?
Who is it for?
Be Clear About Your Message
We add value through boosting internal
efficiencies, competitive analysis, leveraging marketing synergies, tactically
positioning your product, and
strategically tracking scalability.
Be Clear About Your Message
Huh?
Be Clear About Your Message
We help you grow.
Be Clear About Your Message
The average marketing poston Facebook is written at a
fifth grade level.
Activity 1
Elevator Pitch
In 30-60 seconds…
What do you do?
Why is it useful?
Who is it for?
Activity 1
What would you like to getout of today’s session?
Find Your AudienceThink about how you would find your product.
Through which channels would you find it?
Find Your AudienceIs it about research and building trust?(e.g. babysitter, used car dealer, etc.)
Find Your AudienceIs it about convenience?
(e.g. hardware store, pharmacy, etc.)
Find Your AudienceWhere is your target market hanging out
online?
Find Your AudienceResearch the demographics of
different social networks.
http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
Activity 2
Find Your Audience
Think about
which online and offline
communities would be interested
in your product, service or campaign.
Assess Your Resources
Do a few things well, not many things poorly
Assess Your ResourcesSo you don’t have heaps of money, what kind
of peoplepower do you have?
Assess Your ResourcesSo you don’t have heaps of money, but what
kind of peoplepower do you have?
• Writers• Photographers• Social Media posting• Social Media “top fans”• Volunteers• Review writers• Graphic designers• Number crunchers/analysts
Assess Your ResourcesWhat content resources do you already have?
Assess Your Resources
• Slide presentations from training or pitching to investors• Whitepapers or internal research• Your expertise• Photos (of you, products, events)• Videos• Think about why someone would be interested in your work.
What content resources do you already have?
Assess Your Resources
Social Media Posting
• Pick one or two platforms
•Make a style guide to define topics and tone
• Make a schedule for newsletter and social media posts
• Define who is responsible
• Be honest, consistent and engage with criticism
Activity 3
Consider Your Resources
How much time and money
can you spend on marketing?
What people or content resources
can you take advantage of?
Watch Your Competitors
• What social media services do they use? •What kind of social media posts get the most engagement?
• What is their website like?
• Sign up to their newsletter/marketing list to see what kind of special offers they are making – can you better them or offer something unique and different?
Activity 4
Competitor Research
List 1-3 of your competitors.
What do you know about their
marketing strategy? Are there
successful examples you can copy?
Reach out to existing communities
• Find blogs, forums and online newsletters in your field.
• Reach out offer to write on a specific topic.• Try to supply pictures and/or video.• Think about what they want to publish – not
what you want to say.• Have a press kit ready with a basic overview
of who you are, what you do, and some nice photos.
Reach out to existing communities
• Attend relevant events and network.• Sponsor events either with money or
“in-kind” support.• Make the most of your connections.• Be generous, professional and
friendly.
• Newsletters• Social Media: Pick one or two channels
and focus only on these to begin with• Blog• Forum• Email Newsletters• Events• Reviews (e.g. Google My Business)
Build Your Own Community
– Landing page “squeeze” tactics can be effective in some cases.
– But for some audiences it will be too aggressive.
– Always be honest about how you will use people’s email addresses.
– Always have an unsubscribe option and a privacy policy.
Build Your Own Community
Collecting Email Addresses
• Have a definite, measurable goal for your campaign:– increase FB likes;– build up email list;– kick-start a customer base;– boost website traffic; or– increase sales.
• Ensure that your campaign is structured so that all funnels lead to that ultimate goal.
Planning A Campaign
• Start to plan early.• Share content across social media,
blog, emails, and press releases with a consistent message.
Planning A Campaign
• Be quick to respond to criticism, but don’t panic. A vibrant campaign gets a lot of feedback – sometimes, some of it will be negative.
• Analyse the results afterwards.
Planning A Campaign
Useful Tools
• Build a quick, cheap but good quality website with Wordpress and a theme from themeforest.net
• MailChimp for newsletters – pick a predesigned responsive theme to look great on mobile
• Google Adwords PPC advertising and Analytics
• AddThis – Streamline article and blog sharing
• Hootsuite – Automate social media posts
Questions?
?
Online Marketing Resources
• moz.com• www.searchengineland.com • searchenginewatch.com• www.kaushik.net• www.searchenginejournal.com• www.seobook.com
Thanks for listening!
Presented by for
littlewebgiants.com
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