Wordcamp Birmingham marketing workshop slides 8th Feb 2015 delivered by Karl Craig-West of Buzz Website Design http://www.buzzwebsitedesign.com

1. Karl Craig-West
Director of:
And author of the forthcoming book:
“Surviving Self-Employment - how to be the
best when you are your own boss!”
www.buzzwebs.co.uk

2. What’s in it for YOU in this session
● the 3 key things that all marketing MUST have
● how to properly turn features into benefits that your clients will want to buy
● a simple marketing copywriting formula that will increase response from your
marketing messages
● measuring your marketing efforts to ensure you’re spending time and money in
the right areas
● a simple referral strategy that you can switch on and off like a tap
● 2 simple (but rarely used) ways of overcoming price objections
● How to pitch WordPress as the obvious choice for the client’s website
● A template marketing plan
www.buzzwebs.co.uk

3. www.buzzwebs.co.uk

4. Know your mission
What do you want to achieve?
● Traffic
● Grow the database
● Make sales
● Increase profile
● Become famous (www.perezhilton.com)
● MAKE MORE MONEY!!!
www.buzzwebs.co.uk

5. YOUR MARKETING MIX
● KNOW YOUR MARKET
● WORK OUT YOUR MESSAGE
● CHOOSE THE RIGHT MEDIA
www.buzzwebs.co.uk

6. The 3 M’s
Market - Who are you selling to?
Message - What are you saying to them?
Media - How are you getting that message
across?
www.buzzwebs.co.uk

7. Market
Market - Who are you selling to?
Where are they? What are they like? How old are
they? What do they want? What do/don’t they like?
How big is their organisation? What gender are they?
What age are they? What do they read/watch? What
do they in their spare time? What sector are they in?
???www.buzzwebs.co.uk

8. The Retreat
Very good at targeted marketing:
http://www.theretreatclinic.co.uk/
www.buzzwebs.co.uk

9. Now it’s your turn...
www.buzzwebs.co.uk

10. Message
Message - What are you saying to them?
What do they want? What are their problems? What’s
their pain? What problem can you solve? How can
you help them? Why are you the ideal supplier? Why
should they do business with you? How can you
make their lives/businesses better?
???www.buzzwebs.co.uk

11. Graze
Clear Communication
https://www.graze.com/uk
www.buzzwebs.co.uk

12. Now it’s your turn...
www.buzzwebs.co.uk

13. Media
Media - How are you getting your message
across?
This is all about the method(s) you use to
communicate your message to your target market…
???
www.buzzwebs.co.uk

14. NEXT
Good use of channels
http://www.next.co.uk/
www.buzzwebs.co.uk

15. Now it’s your turn...
www.buzzwebs.co.uk

16. 1. Affiliate Marketing
2. Affiliates
3. Articles In Other Magazines
4. Asking Existing Clients For Referrals
5. Auto Responders
6. Awards
7. Banner Retargetting
8. Blogs
9. Blogs Others
10. Brochures
11. Business Cards
12. CRM/Database = ESSENTIAL
13. Direct Mail
14. Discussion Groups
15. Email
16. Exhibitions
17. Facebook
18. Facebook ppc
19. Four Square
20. Google +
21. Google ppc
22. Introducers
23. Leaflet Drops
24. Letter Campaigns
25. Linked In
26. Linked In Adverts
27. Local Magazines
28. Local Papers
29. Joint Ventures
30. Networking
31. Newletters Printed
32. Newsletters Email
33. Papers
34. Pinterest
35. Post Cards
36. PR Articles
37. Premium Products = TOP PILLAR
38. Promotional Clothing
39. Promotional Other Cars, Pens Etc
40. Radio
41. Roller Banners
42. Seminars
43. Speaking
44. Sponsorship
45. Squeeze Pages
46. Strategic Partners
47. Telemarketing
48. Telephone
49. Testimonials
50. Testimonials Video
51. Text
52. TV
53. Twitter
54. Up-Sells
55. Video
56. Walk-ins Cold!
57. Webinars
58. Website
59. Yellow Pages Or Similar
60. YouTube

17. www.buzzwebs.co.uk

18. Features to Benefits
Say What?
So What?
WIIFM?
www.buzzwebs.co.uk

19. Now it’s your turn...
www.buzzwebs.co.uk

20. Copywriting Formula
AIDA
Attention
Interest
Desire
Action
Headline
Subheading
Benefit Points
Case Study
Deadline
Call to ACTION
www.buzzwebs.co.uk

21. Now it’s your turn...
www.buzzwebs.co.uk

22. Test & Measure
EVERYTHING!!!
● Google Analytics
● tracking numbers (www.citynumbers.co.uk)
● call signals (ask for Steph)
● code numbers (quote offer no XXX)
www.buzzwebs.co.uk

23. Now it’s your turn...
www.buzzwebs.co.uk

24. Referrals Made Simple
How to get a referral: ASK for it !!!
Or: Offer an incentive
Give something back: tell ‘em about the pizza...
www.buzzwebs.co.uk

25. Getting Past Price
You do not want any business at ANY price !!!
3 Options: 1 - Monthly payment plan
2 - Build up the value
3 (bonus) - Offer a guarantee
www.buzzwebs.co.uk

26. Wordpress as the obvious choice
Thinking about what you’ve learned about
features and benefits:
www.buzzwebs.co.uk

27. Your Template Marketing Plan
Start with Long-Term Objective / Goal
What can you do:
● this month?
● this week?
● each day?
www.buzzwebs.co.uk

28. www.buzzwebs.co.uk

29. Thank You !!
Now pass me a gin and tonic...
www.buzzwebs.co.uk

30. Karl Craig-West
Director of:
And author of the forthcoming book:
“Surviving Self-Employment - how to be the
best when you are your own boss!”
www.buzzwebs.co.uk