Slides from talk given at National University of Ireland February 7th 2012. Main emphasis was on marketing on a low budget

1. Marketing On A Shoestring – Using silly marketing & good design to
punch above your weight
BLACKNIGHT
Domain Registrar – Hosting Provider

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 Michele Neylon
 Founder / CEO Blacknight
 Contact: http://mneylon.tel
 @mneylon
 http://michele.me/blog
 http://b.log.ie

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 Overview
 Online - obvious
 Offline / traditional – it’s still important

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 Ireland is small
 The world is big

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 Punch above your weight!
 Small energetic company can have a BIG
impact

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 Have FUN

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 Good Marketing => Sales => Money
 Bad Marketing => Failure
 Big budget != success
 Clever marketing + small budget = success??

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 Work hard
 SEO
 SEM
 Social Media
 Virals (the “Holy Grail”)
 Email marketing
 Blogging
 Customers as advocates

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 Patience & Perseverance = key
 Repeat and repeat again
 Permission => success
 Spam => failure
 Did I say “repeat”?

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 Where is your audience?
 Do they read blogs? Which ones?
 Do they read magazines? Newspapers?
 Is there a community? Are you part of it?
 Do they use social media?
 What do they need? Why?
 What do they care about?
 Go to your audience – they won’t come to you

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 Simple Things You Can Do
 Setup an email signature with links
 Signature on forums etc., (NB: don’t spam)
 Business card – with links
 Contribute via mailing lists, forums, social media
etc

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 Design / Branding
 It pays off
 Cheap looks nasty
 First impressions last
 Consistency – quality - style

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 Media Buying (online + off)
 Publisher needs the sale
 You want the advertising – you don’t need it
 Rate cards are works of fiction
 ABC figures are meaningless (mostly)
 Learn to say “no”
 If they won’t sell at your price then walk away

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 Social Media - Possible Business Threats
 Drunk tweeting / Posting from the wrong
account..
 Sharing inappropriate content (local Irish
politicians keep doing this!)
 Checking in on Foursquare / Facebook etc., from
secret meetings
 Oversharing info
 Privacy controls still “not there”
 Solution? Education and thought ..

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 Tools?
 Desktop – Tweetdeck,
 Ipad – Tweetdeck, twitter, oosfora
 Browser – hootsuite, BufferApp, Crowdbooster
 Mobile – Facebook, hootsuite, tweetdeck and
hundreds more
 Monitoring tools – lots out there

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 People To Read
 Problogger – lots of good stuff
 Seomoz – everything SEO related
 Seth Godin
 Gary Vee
 Jay Conrad Levinson
 TheNextWeb, Mashable – find out what’s going on

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 Questions? Complaints?
 Photo credits:
 IStockPhoto
 http://www.flickr.com/photos/forbairt/