Business Link Guerrilla e-marketing-2011

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Business Link Guerrilla e-marketing-2011

  1. 1. Guerrilla e-marketing<br />Join the r-evolution<br />
  2. 2. Introduction - Business Link – Services <br />What’s next?<br /><ul><li>Make contact</li></ul>Business Link<br />0845 600 99 66<br />enquiry@businesslinksw.co.uk<br />www.businesslinksw.co.uk<br />
  3. 3. Agenda<br /><ul><li>Introduction
  4. 4. Marketing – what we know
  5. 5. Social Networks
  6. 6. Business Networks
  7. 7. Viral
  8. 8. Video Marketing
  9. 9. Email Marketing
  10. 10. Blogging
  11. 11. Twitter</li></li></ul><li>World Wide Web – The World Wide WHY!<br />Vast Market Opportunity<br />
  12. 12. World Wide Web – The World Wide WHY!<br />Lots of money spent online<br />
  13. 13. World Wide Web – The World Wide WHY!<br />New ways of working means<br />People spend more and more time online<br />
  14. 14. PC<br />Laptop<br />Netbook<br />iPad<br />iPhone<br />Smart Phone<br />WiFi<br />3G<br />4G<br />
  15. 15. World Wide Web – The World Wide WHY!<br />Less Paper<br /> Less Travelling<br /> Less Carbon<br />IYRE = Improve Your Resource Efficiency<br />
  16. 16. Is your business ready?<br />Do you have<br /><ul><li> Phone systems in place to deal with calls?
  17. 17. People to deal with enquiries?
  18. 18. Stock to deal with uplift in orders?
  19. 19. Logistics in place to deliver on new orders?
  20. 20. Cashflow to meet increased demand?</li></li></ul><li>Is your site ready?<br />The right name<br />The right site<br />
  21. 21. Choosing a domain name<br /><ul><li> What name could you use?Business name Service name Product name
  22. 22. Short is good
  23. 23. Think about how and where it will be usedPrint In conversation</li></li></ul><li>Choosing a name – The Good<br />www.diy.com<br />www.bbc.co.uk<br />www.cadbury.co.uk<br />www.wispa.co.uk<br />www.formula1.com<br />www.tesco.co.uk<br />
  24. 24. Choosing a name – The Bad<br />www.phones4u.co.uk<br />www.toys2wish4.com<br />www.4learning.com<br />www.any-domain-with-too-many-hyphens.co.uk<br />
  25. 25. Choosing a name – The Ugly<br />www.speedofart.com<br />
  26. 26. Choosing a name – The Ugly<br />www.whorepresents.com<br />
  27. 27. Choosing a name – The Ugly<br />www.penisland.net<br />
  28. 28. Is your site ready?<br />Do the pages open quickly?<br />Is it easy to navigate?<br />Loaded with compelling and relevant content?<br />
  29. 29. Does it Grab the Attention?<br />A – <br />I – <br />D – <br />A – <br />Grab their ATTENTION<br />Generate an INTEREST<br />Build the DESIRE<br />Promote the ACTION<br />
  30. 30. Marketing – what we know <br />In 1873, John Wanamaker, father of the department store said<br />50% of marketing works<br />We don’t know which 50%<br />…….however, this is the traditional view in a pre-internet world!<br />
  31. 31. Marketing – what we know <br />Everything on the internet can be measured<br />You just have to know how<br />If it can’t be measured – it’s probably not worth doing<br />
  32. 32. Agenda<br /><ul><li>Introduction
  33. 33. Marketing – what we know
  34. 34. Social Networks
  35. 35. Business Networks
  36. 36. Viral
  37. 37. Video Marketing
  38. 38. Email Marketing
  39. 39. Blogging
  40. 40. Twitter</li></li></ul><li>Social Networks<br />Business Networks<br />
  41. 41. Online Networks – Why <br /><ul><li> Stay in touch with existing clients
  42. 42. Reach out to new audiences and markets
  43. 43. Better understanding of related markets
  44. 44. Relative low cost of entry
  45. 45. Possible high return</li></li></ul><li>Facebook – The Big Daddy<br />
  46. 46. Online Networking - Why <br />Reach new audiences<br /><ul><li>Facebook – 550m
  47. 47. MySpace – 110m
  48. 48. Twitter –185m
  49. 49. LinkedIn – 85m
  50. 50. Plaxo – 15m
  51. 51. Ecademy – 12m</li></li></ul><li>Online Networks – How<br />www.facebook.com<br />
  52. 52. Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Profile – personal
  53. 53. Can join groups
  54. 54. Ugly URL
  55. 55. Indexed by Search Engines</li></li></ul><li>Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Page – business
  56. 56. Can’t Join Groups
  57. 57. Can host apps
  58. 58. “Vanity” URL
  59. 59. Indexed by Search Engines
  60. 60. Visitor stats available</li></ul>Best for brands and businesses<br />
  61. 61. Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Group – both
  62. 62. Linked to Site Admin
  63. 63. New members have to be approved
  64. 64. Send “Direct” messages to members
  65. 65. Ugly URL</li></ul>Great for organising at a personal level and smaller scale interactions [<5000 members]<br />
  66. 66. Facebook – Getting Started – build profile<br />
  67. 67. Facebook – Getting Started – build page<br />
  68. 68. Facebook – Getting Started – Join In<br />
  69. 69. Social Networks – Build your profile - Groups<br /><ul><li> Search for groups
  70. 70. Join some groups
  71. 71. Start your own group
  72. 72. Contribute and add value
  73. 73. Link back to your website</li></li></ul><li>Agenda<br /><ul><li> Introduction
  74. 74. Marketing – what we know
  75. 75. Social Networks
  76. 76. Business Networks
  77. 77. Viral
  78. 78. Video Marketing
  79. 79. Email Marketing
  80. 80. Blogging
  81. 81. Twitter</li></li></ul><li>Business Networks<br />
  82. 82. Why Business Networks?<br /><ul><li> LinkedIn – 85 million registered professional users
  83. 83. Plaxo – 15 million registered users
  84. 84. Ecademy – 12 million registered users
  85. 85. Xing – 6 million registered users</li></ul>OPPORTUNITY!<br />
  86. 86. Business Networks – 6 Degrees of Separation<br />
  87. 87. Linkedin – Networking for Professionals<br />www.linkedin.com<br />
  88. 88. Linkedin – Getting Started – build profile<br />
  89. 89. Linkedin – Getting Started – make contacts<br />
  90. 90. Linkedin – Getting Started – find groups<br />
  91. 91. Linkedin – Getting Started – Answers<br />
  92. 92. Agenda<br /><ul><li> Introduction
  93. 93. Marketing – what we know
  94. 94. Social Networks
  95. 95. Business Networks
  96. 96. Viral
  97. 97. Video Marketing
  98. 98. Email Marketing
  99. 99. Blogging
  100. 100. Twitter</li></li></ul><li>
  101. 101. Viral Marketing – How & Why<br /> Get other people to do your marketing for you<br /> It’s free<br /> Give them something in return if possible<br />
  102. 102. 20<br />400<br />20 x 20<br />400 x 20<br />8000<br />8000 x 20<br />160,000<br />3.2m<br />160,000 x 20<br />Viral Marketing – How & Why<br />
  103. 103. Viral Marketing<br />
  104. 104. Viral Marketing -How<br /> Refer a friend<br /> Competitions<br /> Video<br />
  105. 105. Britain’s Got TalentSusan Boyle<br />Susan Boyle BGT Audition on<br />YouTube<br />Over 70m viewings in 1 week<br />
  106. 106.
  107. 107. Agenda<br /><ul><li> Introduction
  108. 108. Marketing – what we know
  109. 109. Social Networks
  110. 110. Business Networks
  111. 111. Viral
  112. 112. Video Marketing
  113. 113. Email Marketing
  114. 114. Blogging
  115. 115. Twitter</li></li></ul><li>
  116. 116. Video Marketing <br />You’ve been framed!<br />=<br />Business Opportunity2nd most searched site on the internet<br /><ul><li> YouTube – 2Bn videos watched………..DAILY
  117. 117. Video results appearing in Google Search</li></li></ul><li>Video Marketing <br />
  118. 118. Video Marketing <br />Team Pixie Zombie Make Up on<br />YouTube<br />
  119. 119. Video Marketing <br />Your Video<br /><ul><li> Look for an angle
  120. 120. Look for the competition
  121. 121. Get a feel for YouTube
  122. 122. Think how else it could be used</li></li></ul><li>Video Marketing<br />Your Video<br />
  123. 123. Video Marketing <br />Your Video<br /><ul><li> Prepare prepare prepare
  124. 124. Prepare and learn your script
  125. 125. use cue cards
  126. 126. Prepare your location
  127. 127. quiet and free from disturbance
  128. 128. Prepare yourself
  129. 129. Get filming</li></li></ul><li>Agenda<br /><ul><li> Introduction
  130. 130. Marketing – what we know
  131. 131. Social Networks
  132. 132. Business Networks
  133. 133. Viral
  134. 134. Video Marketing
  135. 135. Email Marketing
  136. 136. Blogging
  137. 137. Twitter</li></li></ul><li>Email Marketing<br />
  138. 138. Why Email Marketing?<br /><ul><li> Build Loyalty
  139. 139. Remind former clients that you are still around
  140. 140. Advise clients of full range of services
  141. 141. Provide easy access to latest – news/advice/offers</li></li></ul><li>Why Email Marketing?<br />It’s Not Expensive<br />
  142. 142.
  143. 143. Why Email Marketing?<br />It’s Effective<br />
  144. 144. Why Email Marketing?<br />
  145. 145. Email Marketing – Key Elements to success<br /><ul><li> Develop your database
  146. 146. Existing Client Data
  147. 147. Encourage Subscription through website</li></ul>Offer enticement to subscribe<br />Exclusive deals, Top Tips, early access to information<br /><ul><li> Subscription through other routes </li></li></ul><li>Email Marketing – Key Elements to success<br />Quality Content<br /><ul><li>Relevant
  148. 148. Tailored
  149. 149. GRAB attention
  150. 150. Frequency
  151. 151. Monitor, Measure, Feedback - repeat</li></li></ul><li>Email Marketing – Measure by Measure<br />What can be measured<br /><ul><li>Number of emails sent
  152. 152. Number of bounces
  153. 153. Number opened
  154. 154. Number deleted without opening
  155. 155. Action taken</li></li></ul><li>Email Marketing – Measure by Measure<br />
  156. 156. Email Marketing – Tools<br /><ul><li>Mail Chimp www.mailchimp.com
  157. 157. Vertical Response www.verticalresponse.com
  158. 158. Constant Contact www.constantcontact.com
  159. 159. iMailer www.emailtools.co.uk
  160. 160. Reality Mail www.realitymail.co.uk
  161. 161. Mailing Manager www.mailingmanager.com
  162. 162. Graphic Mail www.graphicmail.co.uk</li></li></ul><li>Agenda<br /><ul><li> Introduction
  163. 163. Marketing – what we know
  164. 164. Social Networks
  165. 165. Business Networks
  166. 166. Viral
  167. 167. Video Marketing
  168. 168. Email Marketing
  169. 169. Blogging
  170. 170. Twitter</li></li></ul><li>
  171. 171. Blogging – Why<br /><ul><li> An easy way to update latest news
  172. 172. An informal way of communicating
  173. 173. Helps with the search engine position of your website
  174. 174. Opens your business to a wider audience
  175. 175. Helps keep your clients updated</li></li></ul><li>Blogging – When<br />When you have something to sell<br />When you have something new to offer<br />When something changes<br />When you have some news<br />When you have something to say<br />
  176. 176. It’s really easy to set up and run a blog<br />1/ Sign up<br />2/ Choose a look<br />3/ Get typing<br />
  177. 177. Blogging – Where<br />www.blogger.com<br />www.wordpress.com<br />
  178. 178. Agenda<br /><ul><li> Introduction
  179. 179. Marketing – what we know
  180. 180. Social Networks
  181. 181. Business Networks
  182. 182. Viral
  183. 183. Video Marketing
  184. 184. Email Marketing
  185. 185. Blogging
  186. 186. Twitter</li></li></ul><li>TWITTER<br />
  187. 187. Twitter in Plain English on<br />YouTube<br />
  188. 188. Twitter<br />
  189. 189. Twitter – Who<br />185m Businesses and Individuals <br />International companiesCiscoIBMDell<br />Informational ServicesNasaMarketing DonutStartup Donut<br />Respected News ServicesBBCCNNDaily TelegraphBath Chronicle<br />CelebritiesDemi MooreOprahStephen FryJonathan RossBritney Spears<br />Small BusinessesWilliam Grant – FoxGrantWarren Cass – Business SceneLindsay Smith – Team PixieFiona Davies – Flame InteriorsAnthony Lloyd – Fallowfields HotelNeil Ryder – If OnlyBryony Thomas – Clear Thought Consulting<br />PoliticiansDon FosterJacob Rees-MoggKerry McCarthyDuncan Hames<br />
  190. 190. Twitter – Why<br /><ul><li> Easy to use
  191. 191. Easy way to keep in touch
  192. 192. A way to reach potentially large market
  193. 193. Short sharp communication tool</li></li></ul><li>Twitter – How<br />Go to www.twitter.com<br />
  194. 194. Twitter – How<br />Write a short profile<br />
  195. 195. Twitter – How<br />Find People to Follow<br />
  196. 196. Twitter – What to Tweet<br />Anything<br />
  197. 197. Twitter – How<br />Retweeting – Going Viral on Twitter<br />The Event“Anything is Possible”Entrepreneurship and networking with Wilfred Emmanuel Jones<br />The ProblemWith 10 days to go the event is only about 1/3 subscribed <br />The Tweet<br />
  198. 198. Twitter – How<br />Retweeting – Going Viral on Twitter<br />1,123 Followers<br />Re-Tweeted by<br />Marketing Donut 8,331<br />Bob Hayward 5,048<br />Warren Cass 3,957<br />Charlotte Manion 3,767<br />Startup Donut 2,686<br />Fiona Davies 2,395<br />Neil Ryder 687<br />Bryony Thomas 606<br />Andrew Mulvena 192<br />Total 28,792<br />
  199. 199. Summary<br /><ul><li> Introduction
  200. 200. Marketing – what we know
  201. 201. Social Networks
  202. 202. Business Networks
  203. 203. Viral
  204. 204. Video Marketing
  205. 205. Email Marketing
  206. 206. Blogging
  207. 207. Twitter</li></li></ul><li>What the Hell is Social Media on<br />YouTube<br />
  208. 208. How to eat an elephant<br />Ask others in the business or close <br /><ul><li>Geeks
  209. 209. Family
  210. 210. Children</li></ul>Upskill Yourself & Your Management Team<br /><ul><li>LMAS
  211. 211. Strategic Development</li></ul>Make use of FREE resources<br />www.businesslink.gov.uk/southwest<br /> http://entrepreneurs.about.com<br /> www.ehow.com<br />Bring in the Experts<br /><ul><li>Networking
  212. 212. Consultants</li></li></ul><li>Summary<br /><ul><li> Introduction
  213. 213. Marketing – what we know
  214. 214. Social Networks
  215. 215. Business Networks
  216. 216. Viral
  217. 217. Video Marketing
  218. 218. Email Marketing
  219. 219. Blogging
  220. 220. Twitter</li></li></ul><li>Thank You<br />Andy PoultonBusiness LinkM: 07966 547146E: andy.poulton@businesslinksw.co.uk<br />

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