Presentation given to business incubators at The Icehouse, Auckland New Zealand 7th June 2012

1. We do profitable marketing services for busy businesses
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2. Online marketing
Two case studies to show you how to do it
yourself
• Business to Business (B2B)
• Business to Consumer(B2C)
• Plus Advice for you to migrate your marketing
‒ How to find a niche to show off your
company’s expertise or specialism
‒ Where to promote your services online
‒ How to use automated email marketing
‒ The three things you must do online every
week
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3. Marketing a business
Traditional Today
• Brochure/collateral • Website
• Public relations • Expert content
• Advertising • Online PR
• Directory listings • Adwords / digital ads
• Trade show/conference • Directory submissions
• Christmas card list • Email list/newsletter
• Parties/hospitality • Social media
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4. How to migrate marketing online
• Know your customers and prospects “online
literacy”
‒ Which websites do they visit
‒ What % are doing procurement online
‒ How do new customers ‘find’ you
‒ What about younger staff members
• You can’t do everything at once
• Prioritise
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5. Which of these do you do?
Traditional Today
• Brochure/collateral • Website
• Public relations • Expert content
• Advertising • Online PR
• Directory listings • Adwords / digital ads
• Trade show/conference • Directory submissions
• Christmas card list • Email list/newsletter
• Parties/hospitality • Social media
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6. Case study: APC technology
• Business to Business
• Customised rugged computers
• Long sales cycle
• Face to face sales team
• E-Procurement
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7. APC technology
Traditional Priorities
• Brochure/collateral • Website
• Public relations • Directory submissions
• Advertising • Expert content
• Directory listings • Email list/newsletter
• Trade show/conference • Online PR
• Christmas card list • Adwords / digital ads
• Parties/hospitality • Social media
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8. Key words
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9. Google analytics
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10. Traffic sources
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11. Incoming links - domodomain
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12. Expert content
• Company news
‒ New product
‒ Distributors
• Trade show
‒ Collate others’ news
‒ Link to helpful sites (Linked In Group)
• Magazine article
‒ Reproduce it
‒ Write a response
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13. Email newsletter
• Once a month
• Summary of website news articles
• Supplemented by mailings to niche
groups
‒ Mining industry (linked to trade
show)
‒ Abattoirs (postal mailing) new
product
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14. Case study: Rowperfect
• Business to Consumer
• Sports equipment and advice
• Short sales cycle
• No sales team
• Online ‘discovery’
• Global potential market
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15. Which of these do you do?
Traditional Today
• Brochure/collateral • Website
• Public relations • Expert content
• Advertising • Email list/newsletter
• Directory listings • Adwords / advertising
• Trade show/conference • Social media
• Christmas card list • Directory submissions
• Parties/hospitality • Online PR
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16. Content drives & reinforces traffic
• News page (blog) updated 5x per week
• It has an RSS feed
• Newsletter sign-up
• In header on every page
• Landing page
• Summary of 5 blog posts mailed automatically
• Expert content drives incoming search
• Social media amplifies
• Automatic
• Manual
• Advertising is relatively minor ‘signposting’
• $100 per month
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17. Rowperfect analytics
• Search is highest = 2680
‒ Google
‒ Bing
‒ Yahoo
• Newsletter = 1541
‒ Feedblitz
‒ RSS
• Social media = 209
‒ Twitter
‒ Friendfeed
• Advertising (cpc) = 233`
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18. Referring sites
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19. Analytics compared
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20. For you:
• Find a niche online
‒ Where is it discussed / searched /
commented online
‒ Keep your niche small
• Search for websites about the niche
‒ Google Alerts
‒ Follow these sites using RSS Reader
or email
• Search inside social media
‒ Use hashtags #
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21. Alerts
• Search string
‒ Blogs
‒ News
‒ Video
‒ Discussions
• Quotes
• All/best results
• Frequency
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22. Where to promote your services
• Directory listings
• Forums
• Group lists
• Magazine / news websites
• Newsletters run by others
• Bloggers – guest posts / comments
• Social media sites & groups on social
media
• Hashtags #
• Your own news page
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23. How to use automatic email
• Write blog posts
• Have an RSS feed
• Set up an RSS to email service
‒ Feedblitz.com
‒ “ICEHOUSE” promotion code 15 days
free plus 10% discount
• Decide newsletter frequency (weekly,
monthly, on demand)
• It happens
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24. 3 things you must do weekly
• Check your alerts
‒ Gives you new sites to comment
‒ Subscribe to read them
• Write a blog news article
‒ Article ideas from the alerts
• Review your analytics
‒ How well are you doing
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25. Get in touch
• Have a free 20 minute briefing with us
‒ Tell us about your situation
‒ Ask questions
‒ Get quick advice
rebecca@creativeagencysecrets.com
spring@creativeagencysecrets.com
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26. Questions?
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