Guerrilla Emarketing

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210110 - Guerrilla e-marketing Bristol/Gloucester/Salisbury

A seminar looking at business opportunities provided by email, SMS marketing and social networking websites.

Speaker: Andy Poulton

Published in: Business
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Guerrilla Emarketing

  1. 1. Your Business Success is Our Business Objective Business Link Customer Information Centre 08456 00 99 66 enquiry@businesslinksw.co.uk www.businesslinksw.co.uk 1
  2. 2. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 2
  3. 3. World Wide Web – The World Wide WHY! Vast Market Opportunity Lots of money spent online Online spend rising 35% annually 17% of the retail £ is spent online 3
  4. 4. 140 120 121 100 80 88 60 64.3 40 46.6 £ Bn 20 29.8 20.4 0 2005 2006 2007 2008 2009 2010 Source IMRG 4
  5. 5. World Wide Web – The World Wide WHY! Vast Market Opportunity Lots of money spent online Online spend rising 35% annually 17% of the retail £ is spent online People spend more and more time online New ways of working 5
  6. 6. Anytime Anyplace Anywhere 6
  7. 7. The Rudiments The right name The right site 7
  8. 8. Choosing a name • What name could you use? Business name Service name Product name • Short is good • Think about how and where it will be used Print In conversation 8
  9. 9. Choosing a name – The Good www.diy.com www.bbc.co.uk www.cadbury.co.uk www.wispa.co.uk www.formula1.com www.tesco.co.uk 9
  10. 10. Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk 10
  11. 11. Choosing a name – The Ugly m co rt. fa do ee sp w. ww 11
  12. 12. Choosing a name – The Ugly t ne d. an i sl en p w. ww 12
  13. 13. Choosing a name – The Ugly om s.c nt se re ep or wh w. ww 13
  14. 14. The Rudiments The right site 14
  15. 15. Design Rudiments #1 Speed 15
  16. 16. Design rudiments 1/ Fast to load • Download quickly (3 – 5 seconds) 16
  17. 17. Design Rudiments #2 Easy to navigate 17
  18. 18. Design rudiments 2/ Navigation • Simple, Logical, Intuitive 18
  19. 19. Design rudiment No. 3 Compelling Content WHY? Visitors don’t read – they scan Visitors need to “get it” almost instantly Visitors need to know you can meet their needs Visitors need to know WHY they should use you Visitors need to TOLD what to do 19
  20. 20. Grab the Attention A – Grab their ATTENTION I – Generate an INTEREST D – Build the DESIRE A – Promote the ACTION 20
  21. 21. Marketing – what we know In 1873, John Wanamaker, father of the department store said 50% of marketing works We don’t know which 50% …….however, this is the traditional view in a pre-internet world! 21
  22. 22. Marketing – what we know Everything on the internet can be measured You just have to know how If it can’t be measured – it’s probably not worth doing 22
  23. 23. The route to your website 23
  24. 24. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 24
  25. 25. 25
  26. 26. 26
  27. 27. Online Networking - Why Reach new audiences • Facebook – 350m • MySpace – 110m • Twitter – 60m • Bebo – 40m • LinkedIn – 55m • Plaxo – 15m • Ecademy – 12m 27
  28. 28. Who are “Generation Y”? • Baby Boomers – 1946 to 1964 • Generation X – 1965 – 1982 • Generation Y • born after 1984 • 8m in UK alone • Techno “savvy” • Technology is embedded in lifestyle 28
  29. 29. Social Networks – Business Benefits • Reach out to new audiences and markets • Reach out to existing markets • Better understanding of related markets • Relative low cost of entry • Possible high return 29
  30. 30. Social Networks – Build your profile Have a good look around and see how things work Set up an account and build your profile 30
  31. 31. Social Networks – Build your profile 31
  32. 32. Social Networks – Build your profile Have a good look around and see how things work Set up an account and build your profile Look for “friends” to invite and link with Post to your wall 32
  33. 33. Social Networks – Build your profile - Groups • Search for Groups • Join some groups • Start your own group • Post comments on Discussion Boards • Link back to your website 33
  34. 34. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 34
  35. 35. Business Networks 35
  36. 36. Why Business Networks? • LinkedIn – 55 million registered users OPPORTUNITY! • Plaxo – 15 million registered users • Ecademy – 12 million registered users • Xing – 6 million registered users 36
  37. 37. Business Networks – 6 Degrees of Separation 37
  38. 38. Business Networks 38
  39. 39. Business Networks 39
  40. 40. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 40
  41. 41. 41
  42. 42. Viral Marketing – How & Why • Get other people to do your marketing for you • It’s free • Give them something in return if possible 42
  43. 43. Viral Marketing – How & Why 20 20 x 20 400 400 x 20 8000 8000 x 20 160,000 160,000 x 20 3.2m 43
  44. 44. Viral Marketing 44
  45. 45. Viral Marketing -How • Refer a friend • Competitions • Video 45
  46. 46. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 46
  47. 47. 47
  48. 48. Video Marketing You’ve been framed! = Business Opportunity 2nd most searched site on the internet • YouTube – 1Bn videos watched………..DAILY • Video results appearing in Google Search 48
  49. 49. Video Marketing 49
  50. 50. Video Marketing 50
  51. 51. Social Networks – YouTube case study www.beadsbylili.com North Wilts based (Chippenham) Launched November 2005 Selling beads for jewellery on line Working from home Features self produced video tutorials Videos posted to YouTube Was a “featured video” on global YouTube home page Video views jumped from 24,499 to 232,389 in 24 hours Website visitors jumped from 200 / day to 3,000 per day for 3 days 51
  52. 52. Video Marketing Your Video • Look for an angle • Look for the competition • Get a feel for YouTube • Think how else it could be used 52
  53. 53. Video Marketing Your Video 53
  54. 54. Video Marketing Your Video • Prepare prepare prepare • Prepare and learn your script • use cue cards •Prepare your location • quiet and free from disturbance • Prepare yourself • Get filming 54
  55. 55. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 55
  56. 56. Email Marketing 56
  57. 57. Why Email Marketing? • Build Loyalty • Remind former clients that you are still around • Advise clients of full range of services • Provide easy access to latest – news/advice/offers 57
  58. 58. Why Email Marketing? It’s Not Expensive 58
  59. 59. Why Email Marketing? It’s Effective 59
  60. 60. Why Email Marketing? Sector Sent Delivery Open Rate CTR Response B2C 100% 91% 29% 27% 6% Acquisition B2C 100% 91% 32% 28% 12% Retention B2B 100% 88% 32% 25% 4% Acquisition B2B 100% 90% 37% 30% 13% Retention Source – DMA Email Marketing Benchmarks Survey 60
  61. 61. Why Email Marketing? • over 95% of site visitors = “Window Shoppers” • x 6 – the cost of winning new clients • Web users like them (over 95% have subscribed) • 65% have made a purchasing decision • 37% find the invaluable 61
  62. 62. Email Marketing – Key Elements to success • Develop your database • Existing Client Data • Encourage Subscription through website Offer enticement to subscribe Exclusive deals, Top Tips, early access to information • Subscription through other routes 62
  63. 63. Email Marketing – Key Elements to success Quality Content • Relevant • Tailored • GRAB attention • Frequency • Monitor, Monitor, Monitor • Legal 63
  64. 64. Email Marketing – Measure by Measure What can be measured • Number of emails sent • Number of bounces • Number opened • Number deleted without opening • Action taken 64
  65. 65. Email Marketing – Measure by Measure 65
  66. 66. Email Marketing – The Law • Pre-existing relationship • Opt in or Double Opt in • Sender is clearly identified • Unsubscribe instructions with EVERY email • No consent = SPAM • Anti-Spam laws apply to Individuals andy.poulton@hotmail.com = individual andy.poulton@businesslinksw.co.uk = corporate 66
  67. 67. Email Marketing – Tools • Groupmail www.infacta.com • Vertical Response www.verticalresponse.com • Constant Contact www.constantcontact.com • iMailer www.emailtools.co.uk • Reality Mail www.realitymail.co.uk • Mailing Manager www.mailingmanager.com • Graphic Mail www.graphicmail.co.uk 67
  68. 68. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 68
  69. 69. 69
  70. 70. Blogging – Why • An easy way to update latest news • An informal way of communicating • Helps with the search engine position of your website • Opens your business to a wider audience • Helps keep your clients updated 70
  71. 71. Blogging – When When you have something to sell When you have something new to offer When something changes When you have some news When you have something to say 71
  72. 72. It’s really easy to set up and run a blog 1/ Sign up 2/ Choose a look 3/ Get typing 72
  73. 73. Blogging – Where www.typepad.com www.blogger.com www.movabletype.com www.wordpress.com 73
  74. 74. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 74
  75. 75. TWITTER 75
  76. 76. Twitter – This year’s Media “Big Thing”? 76
  77. 77. Twitter – This year’s Media “Big Thing”? 77
  78. 78. Twitter – The route InternetwebsiteBig thing” Genuine to your “Next TWITTER 78
  79. 79. Twitter – The Emperor’s New Clothes 79
  80. 80. Twitter – Why • Easy to use • Easy way to keep in touch • A way to reach potentially large market • Short sharp communication tool 80
  81. 81. Twitter – Micro Blogging or Social Networking 81
  82. 82. iPhone SMS Twitter – Updating 140 Characters only Web SmartPhone Email Applications 82
  83. 83. Twitter – Who Respected News Services International companies BBC Cisco CNN IBM Daily Telegraph Dell Swindon Evening Advertiser Celebrities Informational Services Demi Moore Nasa Oprah Marketing Donut Stephen Fry Startup Donut Jonathan Ross Britney Spears Small Businesses William Grant – FoxGrant Warren Cass – Business Scene Lindsay Smith – Team Pixie Politicians Fiona Davies – Flame Interiors Anne Snelgrove Anthony Lloyd – Fallowfields Hotel David Drew Neil Ryder – If Only Jim Knight Bryony Thomas – Clear Thought Kerry McCarthy Consulting Parmjit Dhanda 83
  84. 84. Twitter – In Business 84
  85. 85. Twitter – How Go to www.twitter.com 85
  86. 86. Twitter – How Write a short profile 86
  87. 87. Twitter – How Find People to Follow 87
  88. 88. Twitter – How Retweeting – Going Viral on Twitter 579 912 ------ 1,491 1,491 30,744 ------ 32,235 88
  89. 89. Summary • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 89
  90. 90. Thank You Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk Slides available from www.businesslink.gov.uk/southwest/eventspresentations 90

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