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Business Link's Leaner Meaner Marketing
The document provides an overview of various marketing strategies and tactics, including networking, social media, website optimization, public relations, market research, creative marketing ideas, and evaluating marketing effectiveness. Specific recommendations and resources are given for tools like Facebook, LinkedIn, analytics, stock photos, and design platforms.
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Business Link's Leaner Meaner Marketing
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- 2. High Fidelity... ‘Top 5 records...’
- 3. Today, we willbe covering: Networking Business cards Time management Facebook LinkedIn Twitter How to improve traffic to your website E-newsletters PR Useful marketing websites Creative marketing ideas
- 4. CIM Definition OfMarketing The management process responsible for identifying, anticipating and satisfying customer requirements profitably
- 5. An (Old) DefinitionOf Marketing If you can get the Mayor to laugh about it – that’s PR And if you planned the whole thing – that’s Marketing !! The circus is coming to town! If you paint a sign saying: “Circus coming to the fairgrounds this Sunday” – that’s Advertising If you paint the sign on the back of an elephant and walk it through town – that’s a Promotion If the elephant walks through the Mayor’s flower bed – that’s Publicity
- 6. Marketing Today Inthe modern world, we could add: If you spread the word via your website or blog, or using Facebook and Twitter, perhaps on your iPhone – that’s Social and Digital Media!
- 7. Market Research Whatdo you think your customers think about you and your business?? Find out what they really think Focus groups Mystery shopper Surveymonkey.co.uk SWOT analysis
- 8. The Future OfWeb Design Build your own website, zero experience required www.moonfruit.com Add pictures, audio, video Track website traffic Built-in SEO Free of charge! (as long as you update it once every 6 months)
- 9. How To ImproveTraffic To Your Website
- 10. Get your sitelisted on directories Get listed in search engines – submit your site (individually) to all the major search engines Search Engine Optimisation – decide your ‘keywords’ Search engines look for certain things – titles, headings, meta tags – so it is crucial to make sure your site is ‘search engine friendly’ Add no more than 15 to 20 keywords to keep the search engines from flagging your site for keyword spamming Use keywords at the beginning of sentences and higher up on the page
- 11. Get people withcomplementary sites to link to yours Use offline marketing – promote your website in all your marketing Provide useful resources on your website, resources that make people feel thankful that you put in the time and effort… and they’ll spread the word for you Provide a subscription box to your E-newsletter on your most-viewed business website pages
- 12. E-Newsletters It costs six times more to make a sale to a new customer than to an existing one!
- 13. Frequency? Weekly,monthly, quarterly? Objective? Customer retention, sales generation, PR? Offer tips and advice Case studies/client testimonials Mailchimp.com less spam, reports
- 14. Keep it short...link to your website whenever possible Data Protection - unsubscribe facility Call to action Include a ‘forward to a colleague’ call to action Test, test, test! Email to Hotmail, Gmail, Outlook, Yahoo email accounts
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- 16. Know your targetmarket – what do they read? FT or The Sun? Make sure your product or service is ready Don’t forget local radio Be clear and concise... so what?! A picture speaks a thousand words
- 17. Deadline is kingPiggyback national/international stories Always send to a named individual Follow up… polite persistence Explore possibility of a regular feature
- 18. 10 Useful MarketingWebsites
- 19. Free Listings www.yell.comwww.thomsonlocal.com www.freeindex.co.uk www.gumtree.com www.hotfroguk.co.uk Diary date to revisit sites every 6 months
- 20. File Conversion Everwanted to convert files without the need to download software? You can change almost any file to almost any other: Word doc to a PDF? Excel file to a jpeg? www.zamzar.com It works with most document, video and music files: .rtf; .docx; .doc; .ods; .odt; .ppt; .pptx; .odp; .wpd; .ps; .pub; .xls; .xlsx; .cvs; .wps … FREE OF CHARGE!
- 21. Get Feedback OnYour Website Bounce rates are one of the biggest problems for web designers. Visitors to your site need to be able to see what it’s all about in the first 5 seconds – if they can’t, the chances are that they will leave. Test whether your design is clear and easy to understand: www.fivesecondtest.com Your website is revealed to volunteers for 5 seconds The community of web designers will give you feedback FREE OF CHARGE!
- 22. How Others ViewYour Website Type your website address into the main box, choose the size that you want to investigate, and click ‘go’ It launches a new browser that shows your website in the exact size you specified FREE OF CHARGE! Did you know each user sees a slightly different amount of each website? Computers have lots of different screen sizes, and users set up their browsers with a range of toolbars. See how users actually view your website with www.screen-resolution.com
- 23. Photos For YourWebsite Take images from your camera, and tried to use them on your website? Digital cameras produce massive, high-resolution images which will use up all your webspace allowance. They will make your website slow to load, and drain the user’s bandwidth. Resize your images with www.imagemerger.net Just specify by what percentage you want your images reduced and the site will do the rest. FREE OF CHARGE!
- 24. Website Chat Offer live help to make more sales on your website. Use simple live chat on your website www.olark.com
- 25. Google Analytics SearchEngine Optimisation What? How? Reports, reports and more reports
- 26. 99designs.com 99designs isthe #1 marketplace for ‘crowdsourced’ graphic design Connecting 93,335 passionate designers from around the globe with small businesses who need design projects completed Gold, Silver, Bronze or Custom prices Create a design brief, i.e. what you need designed Designers then submit concepts to compete for your prize. Be sure to provide continual feedback to help the designers deliver a concept you love At the completion of your contest, you'll need to pick your favourite design and award a winner. You'll then receive the final design along with copyright to the original art work
- 27. www.bigstockphoto.com BigStockPhoto isyour fast, easy-to-use marketplace for quality stock images It offers over 4 million royalty-free photographs and illustrations from talented photographers and artists around the globe
- 28. Business Link.gov Fantasticsmall business resource: Online articles Workshops Advice
- 29. 10 Creative MarketingIdeas Not To Forget…
- 30. Contra Deals Barter,barter, barter! Double or triple your marketing budget without getting your cheque book out Advertising – radio, newspapers, magazines, corporate hospitality, etc. Photography, web design, graphic design, restaurant, training, etc. … virtually any service!
- 31. Client Referrals Wordof mouth is the best form of advertising! Let your happy customers spread the word Simple postcard design – referral details on the back £25 M&S voucher, bottle of champagne, petrol voucher, etc. Memory jogger, e.g. Sky TV
- 32. Keep An EyeOn The Competition Essential for success – their campaigns, news, changes in pricing or policies can affect your customers’ perceptions. Stay ahead of the competition – pre-empt/react to their news: Where do they advertise? How do they advertise? ‘ Borrow’ good ideas!
- 33. Video Footage Addingvideo to your website boosts your Google ranking. 60”/90” introduction to your company Virtual tour......meet the team......client testimonials Promote in your email signature, Facebook, E-newsletter... Upload to YouTube
- 34. Timing E-newsletters MailshotsJanuary 1 st : new calendar year = new financial budgets April 1 st : new financial year Public Sector – use it or lose it!
- 35. Set Goals Howdo you eat an elephant?! Set manageable goals If the idea of selling 10,000 widgets a year overwhelms you, think of it as selling 27 widgets a day Sales – cold calling Just 5 calls a day = 100 per month = 1,200 per year
- 36. Who Are You? What Are You? If your business was a car, what exactly would it be?! Mercedes? Vauxhall? Aston Martin? Kia? A 30-year-old, rusty Trabant? Do your staff/customers share your opinion?
- 37. Joint Promotions Reacha whole new pool of potential customers for a very low cost – set up joint promotions with other small businesses: Contact some non-competing small businesses serving customers in your market Offer to publicise their products or services to your customers in exchange for their publicising your services to their customers
- 38. Measure Your SuccessWhatever activity you choose, set targets to measure the impact of your actions: Monitor enquiries from a direct mail campaign Increased hits to a website Increased sign-up for your customer newsletter
- 39. Ebay Shop eBayfounded in 1995 Pay a monthly subscription fee (from £14.99 per month) Each item you list in your eBay Shop incurs an Insertion Fee (from 20p) If it sells, a Final Value Fee applies (average 8.5%)
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- 41. Launched 2004, currently550 million+ users Not the leading social network in Russia, China or Japan Current value $68 billion?! Average number of friends is 130 Advertising opportunities, eg Leigh Court wedding venue – ‘Single’ to ‘Engaged ’
- 42. Keep your personalprofile separate from your business profile Be personal and authentic Make it interesting, don’t always be commercial, add industry specific news Add video footage Add your Facebook URL to your email signature, business cards, etc.
- 43. Carefully phrase yourstatus updates Post your E-newsletter subscription information Integrate Twitter feeds... NB can be overwhelming! Set Google analytics on your Facebook page Incentives for fans
- 44. LinkedIn Over 90million professionals use LinkedIn to exchange information, ideas and opportunities: Stay informed about your contacts and industry Find the people and knowledge you need to achieve your goals Control your professional identity online
- 45. Add a photo:people buy people Join industry-specific groups Join geographical groups: FSB, local Chambers, GWE Business West Reply to threads, position yourself as the expert Ask questions
- 46. Testimonials Investigate yourconnections’ connections Remember your manners! If you wouldn’t do it, say it or share it in person, don’t do it, say it or share it on LinkedIn Create unique content yourself, e.g. a blog... share this on LinkedIn Company profiles: keep your friends close... and your competitors closer still!
- 47. Twitter Doctor: “I’msorry, I don’t follow you” Patient: “Doctor Doctor, I think I’m addicted to Twitter”
- 48. Be authentic –don’t be afraid to show your personality Avoid self-promotion – you’re building relationships Generate business from Twitter by directing customers to your website through clickable links within your tweets Engage with your followers, get to know them Be positive!
- 49. Be multi-dimensional: don’tjust tweet about your business... tweet about hobbies, funny stories, etc. Co-workers can share ideas, close-of-business figures, while working on projects over different sites Great for market research: send out a question to thousands of potential customers who can each respond instantly with a short answer Numbers mean nothing. You are better off having 25 true friends than 2,500 strangers who care nothing for you Never tweet anything you wouldn’t want your mother or your boss to see
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- 51. Should I behere?! Fail to prepare, prepare to fail … prepare a memorable 60” presentation Two of you from the same company at the same event? Post event follow-up Evaluate
- 52. Business Cards Neverleave home without them!
- 53. Continuity Quality vsprice Add one line on the back of your card: ‘What I can do for your business’ QR barcode – video testimonial iPhone application – bump
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- 55. Plan your dayTake breaks E-newsletters… unsubscribe Stop procrastinating Emails/social media... don’t reply straight away
- 56. Running your ownbusiness can be lonely... mix with inspirational people What are your time bandits?! Internet surfing, social media, eBay?! Learn to delegate... outsource ... Organise your desk and office – “a place for everything, everything in its place” Avoid Vampires!!
- 57. Marketing Plan Howto prepare a practical, useful but – most importantly – a realistic 12 month marketing plan
- 58. Over To You!Sharing best practice ... What has been the most effective marketing tool for your business?
- 59. “ The next50 years will see new forms of marketing, tailored in greater ways to our lifestyles. “ Traditional advertising will remain on bus stops, through the iPhone, on television, via the internet and posted through our letterboxes. “ But word-of-mouth marketing will forever be the most powerful way of persuading customers to join us. “ It’s the product that really forms the future of marketing – as it has done in decades past.”
- 60. “ The next50 years will see new forms of marketing, tailored in greater ways to our lifestyles. “ Traditional advertising will remain on bus stops, through the iPhone, on television, via the internet and posted through our letterboxes. “ But word-of-mouth marketing will forever be the most powerful way of persuading customers to join us. “ It’s the product that really forms the future of marketing – as it has done in decades past.” Sir Richard Branson
- 61. Thank You! DevChakraborty Business Link E: [email_address] Slides available from: www.businesslink.gov.uk/southwest/eventspresentations