Mais conteúdo relacionado

Apresentações para você(20)

Similar a Marketing on a Shoestring Budget - October 2013(20)


Mais de Red Sage Communications, Inc.(19)


Marketing on a Shoestring Budget - October 2013

  1. Marke&ng  on  a   Shoestring  Budget  
  2. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  3. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  4. Think about your brand. Get beyond the services list. Define your brand identity. Get beyond your services list to what makes you different – an elevator pitch could capture this.
  5. World’s Best Elevator Pitch I'm Mike Wolfe. And I'm Frank Fritz. And we're pickers. We travel the back roads of America looking to buy rusty gold. We're looking for amazing things buried in people's garages and barns. What most people see as junk, we see as dollar signs. We'll buy "anything" we think we can make a buck on. Each item we pick has a history all its own and the people we meet? Well, they're a breed all their own. We make a living telling the history of piece at a time.
  6. Spy on your competitors: What do they say about themselves? How are you different?
  7. Know your goals.
  8. Expand into a new market Grow your customer base Promote a new service Sample goals
  9. Identify & prioritize your target markets They can look very different and need different marketing approaches and messages to reach effectively. Good marketing is not one size fits all.
  10. Adjust your message for each market
  11. Write your key messages for each target group    RULE:  People  don’t  read      Bullet  lists,  not  paragraphs      Include  brand  differen6ators    Incorporate  your  elevator  pitch   messages  
  12. Paid marketing won’t work if you haven’t clearly spelled out why people should consider your company. Define different targets and have customized messages for each. Developing clear brand messages SECTION REVIEW
  13. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  14. Your website should be your top priority.
  15. Have a professional website  This will serve as the central hub providing the most complete information about your company and directing people to social media channels.  Does your website convey your brand and messaging?  Is the information current and accurate?  Is it on par with or better than your competitors in terms of design and quality of content?
  16. Look at what your competitors are including on their websites
  17. Make sure your website clearly and completely presents brand messages and services  Don’t let your uncle’s neighbor’s son’s girlfriend do it – you have options!  Ad Agencies/Web Development companies/Freelancers (will they be there for you after it is built?)  You!
  18. Shoestring budget? Build your own website  Benefit: low cost and can include applications like photo galleries  Drawback: depends on your time and writing skills, cookie-cutter design
  19. Make your site Mobile friendly Building a site with Responsive Design is now an option - or build a separate mobile website that can detect access by mobile phones
  20. Create a professional handout   People don’t read     Business cards or rack cards may be enough if you have a good website – primary purpose of many print materials today is to drive to web or social media   Include testimonials, if room permits     Use low cost templates  
  21. Hundreds of designs by industry
  22. Send out Press Releases   Search “How to write a press release” online   Has to be newsworthy – launch new products, announce events, new staff, new account, big project, awards   A few times per year, if you are lucky
  23. What can you talk about?   Company announcements   New customers or completed projects   New staff or staff stories   Awards or achievements   Customer stories   Related business or community news   Unsure? look at what others in your industry are doing
  24. Network! Network! Network!
  25. The 3 Rules of Networking Don’t heavy sell It is like dating - ask questions about them! (But watch for openings to share info about yourself and your business) Don’t worry about how many people you talk to, just make sure they are good conversations
  26. Speaking engagements bring great visibility
  27. Low cost ways to get in the newspaper or publications   Story ideas   Build relationships with reporters   Submit press releases to   Some papers allow you to submit event photos or community service project photos (Decatur Daily: Happenings column every Thursday)
  28. Other low cost ideas   Sponsorships and trades   Community service publicity   Door prizes at conferences
  29. Have a professional website and a professional handout: Drive traffic and awareness through Networking, press releases, and speaking engagements Doing the traditional basics SECTION REVIEW
  30. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  31. It costs to get a new customer vs. keep an existing 2% 10% Customer   Reten&on   Costs   Customer profitability tends to increase over the life of a retained customer
  32. Make your existing customers feel special  Quarterly phone calls or e-newsletters  Welcome notes, thank you notes, holiday cards  Purchase level recognition with gifts  Customer of the quarter gift cards
  33. Ask for Referrals
  34. Ask for testimonials
  35. E-newsletters are a GREAT way to stay in front of existing customers
  36. Keep in touch with them – regularly! Get more leads by asking for referrals Generate leads and close more business by asking for and using testimonials Leveraging your existing customers SECTION REVIEW
  37. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  38. What are your top options?
  39. What can you talk about?   Company announcements   Events   New customers, products, or completed projects   New staff or staff stories   Awards or achievements   Customer stories   Related business or community news   Unsure? look at what others in your industry are doing
  41. Cross share content (and have your employees share too) to make it all work!
  42. Case Study #1:   How a retailer is driving sales with in-store events marketed through: •  Facebook •  Facebook Advertising •  YouTube •  E-Newsletters •  Blog
  43. Case Study #2:   How Red Sage does SEO and builds top of mind awareness with: •  Facebook •  Blog •  LinkedIn •  Twitter
  44.   Showcase your work, recognize customers, share knowledge, post specials, show your company’s personality   Share blog posts, YouTube videos, photos   Link back to things on your website   More complex: Embed “like” button on your website or add html to your Facebook page   Post several times a week – be personal! Facebook Best Practices
  45.   It’s made for business.   Opens your networking circle and identifies shared contacts for getting introductions to prospects.   Join and participate in groups related to your target market.   Request Testimonials   Post weekly at a minimum LinkedIn
  46. Create a page for your business
  47. Make sure all key employees have profiles and actively build connections
  48. Ask for testimonials
  49. Search for and actively participate in industry groups locally, nationally, internationally
  50. LinkedIn groups are a great way to monitor buzz and trends
  51.   Not as broad a reach as Facebook but still important   Some industries more than others   Search Twitter and “research” what people are thinking about things (or saying about your brand) – great focus group   Post daily or multiple times per day Twitter
  52. Using # and @ to increase visibility   Use @ to mention an organization or individual by name – this shows up in their feed (and is very desirable) @RedSageAL   Use # to highlight topics to show up in searches such as #PromDress #Marketing #Huntsville   Create your own #hashtag for an event or promotion such as #RiverFest2012 or #SageAdvice – use to create buzz at an event
  53. # and @ in action
  54.   Small audience – keep waiting for this to get more important   At a minimum, duplicate the posts you are posting to Facebook or Twitter – but best to build out like microsite – allows photo galleries, videos, services pages, more information than Facebook   For some local businesses – may be best way to show up on page 1 of Google! Google+
  55.   Highly recommend starting to incorporate video into your efforts, if you are not already doing this   It does not have to be perfect high quality in many cases!   Record events, new products, short how-to’s, testimonials YouTube
  56. Testimonials
  57. Showcase your facility, equipment process, or product
  58.   Create content to share across web and all channels   Increase the odds you will show up in search engines – awesome SEO tool   Drive traffic to your website   Short articles – very personal, conversational – your thoughts on your business, your industry, your life Blogging
  59. REMINDER: Cross share content (and have your employees share too) to make it all work!
  60. CAUTION: Don’t start anything you won’t continue long term
  61.   Great free (or inexpensive) tools for this: • •  TweetDeck • • for personal Schedule ahead:
  62. Give it time!   It can take up to a year of diligent work to see the results of good social media participation   A campaign can shorten this timeframe considerably
  63. Only start the channels that you are committed to – and that match your audience Try to engage people to respond or share as much as possible through campaigns Cross share content as much as possible How to use Social Media SECTION REVIEW
  64. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  65. AUDIENCE   PRODUCT/SERVICE   MESSAGE   BEST  WAY  TO  REACH   General  Business   Branding,  print   design,  web  design,   marke6ng  &  social   media  consul6ng   We  can  help  you  be   more  strategic  with   your  marke6ng  so   you  get  results   Networking,  public   speaking,  sales  reps,   referral  program,   social  media   Economic  &   Community   Development   Organiza6ons   Web  design,  retail   recruitment  guides,   presenta6on   materials   We  can  help  your   community  aFract   the  aFen6on  of  site   selectors  and   retailers   Industry  Tradeshows,   sponsorships,   referral  program,  e-­‐ newsleFers,  blog   Exis6ng  Customers   All  services  –  with  a   focus  on  new   services   Don’t  forget  we  can   help  you  with  a  wide   range  of  services   Direct  mail,  referral   programs,  e-­‐ newsleFers,  calls   List each Audience… …and the service/ product you want to provide each …and the message you want to tell each …and the best ways to reach each Build your marketing strategy
  66. What are your options?   Associations and advertising opportunities   Sponsorships   Newspapers and local magazine ads   Trade magazine ads   Online advertising   Networking – Chamber, WBCNA, HASBAT, etc.
  67. What are your options?   Radio   TV   Billboard   Social media   Blogging   Direct Mail   Press Releases   E-newsletters   Speaking engagements   Promotional products   Etc. etc.
  68. How do you choose?   What can you consistently deliver? Is a monthly e-newsletter realistic?   What can you afford?   Biggest rule: Have a presence in as many places as possible within your budget: a small ad four times is better than a big ad once   Spread out your visibility over time
  69. Develop your 12 month plan and budget Do date/pricing research for print ads, events. Then plug in around those.
  70. Determine the best approaches to deliver your message to each target market, multiple times throughout the year, within your budget Being strategic with your marketing SECTION REVIEW
  71. How do you know if your marketing is working?
  72. Half the money I spend on advertising is wasted, and the problem is I don't know which half. - Lord Leverhulme (British founder of Unilever)
  73. Ways to track results   Train your staff to ask all new callers – how did you hear of us   Traditional advertising (radio, print ads, direct mail) tie in a trackable offer – bring this in for a discount, mention this ad etc.   Google Analytics, social media metrics, e- newsletter metrics   How many people tell you they saw your ad   Sales volume or inbound calls volume
  74. Bottom Line: You don’t have to be perfect. You just have to be better than your competitors.
  75. We are done! 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  76. Download this presentation at Please connect with me! ellendidier