This document provides guidance on creating an effective online marketing campaign with no budget. It discusses developing two free offers - a digital asset like an ebook and a free sample of your product. The marketing process involves getting found through social media and search, enchanting visitors with valuable blog content that promotes the offers, converting visitors into leads by having them opt-in to the offers, and re-engaging leads through email. Key steps are creating landing pages and forms for the offers and writing weekly blog posts to promote the content 70% of the time, offers 20% of the time through social sharing. Testing different strategies is recommended to improve results over time.

1. How to Create an Effective Online Marketing
Campaign on a Zero Budget
Bettina Horvath
7 November 2012

2. e y do
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Know
Who is Bettina?
Born and raised in Austria
In South Africa since 1997
Fervent student of
•business development
•digital development
•personal development
Turned from begging for
business to having leads
knocking on her door asking
to do business with her.

3. What is an online [marketing] campaign anyway?

4. What is an online [marketing] campaign anyway?
• Campaign = a systematic course of aggressive activities for some
specific purpose

5. What is an online [marketing] campaign anyway?
• Campaign = a systematic course of aggressive activities for some
specific purpose
• Online = information transmitted in digital form in a network of
connected computers (commonly knowns as the “internet”)

6. What is an online [marketing] campaign anyway?
• Campaign = a systematic course of aggressive activities for some
specific purpose
• Online = information transmitted in digital form in a network of
connected computers (commonly knowns as the “internet”)
• In short: specific activities done on the internet with the purpose of
driving traffic to a business’ online presence with the aim of
generating leads and thus potential customers

7. What is an online [marketing] campaign anyway?
• Campaign = a systematic course of aggressive activities for some
specific purpose
• Online = information transmitted in digital form in a network of
connected computers (commonly knowns as the “internet”)
• In short: specific activities done on the internet with the purpose of
driving traffic to a business’ online presence with the aim of
generating leads and thus potential customers
GET FOUND | ENCHANT | CONVERT | RE-ENAGE

8. GOAL
• Get more people who love our product and service into our world

9. GOAL
• Get more people who love our product and service into our world

10. GOAL
• Get more people who love our product and service into our world
Create marketing people love*
*

11. What is on offer?

12. Landing Page

13. Landing Page
Talks about:
•Need
•Solution
•Terms
•Buy Now

14. Buying (Marketing) is like Dating

15. Buying (Marketing) is like Dating
Would you say yes when he asks you to marry him on the first date?

16. Buying (Marketing) is like Dating
Would you say yes when he asks you to marry him on the first date?
Then why do you ask new visitors to your site to buy from you
straight away?

17. The Buying Process

18. The Buying Process
Need
-
Awareness

19. The Buying Process
Need Solutions
- -
Awareness Research

20. The Buying Process
Need Solutions Vendors
- - -
Awareness Research Research

21. The Buying Process
Need Solutions Vendors Buying
- - - -
Awareness Research Research Decision

22. Buying decision influencers

23. Buying decision influencers
Friends & Family
[network]
Online research
Past Experiences
Perceptions

25. What is the problem with most websites?

26. What is the problem with most websites?
Asking for too much too soon
same for dating and in marketing

27. Solution: We need 2 offers

28. Solution: We need 2 offers
Purchase

29. Type of offer

30. Type of offer
• Beginning of buying process and research:
ebooks, whitepapers, webinars, slideshares, videos

31. Type of offer
• Beginning of buying process and research:
ebooks, whitepapers, webinars, slideshares, videos
• Near the end of buying process and in decision making mode:
free consultation, free intro offer
Download now
Book now
Sign up here
(These are CTAs, call to actions) Request now

32. Ingredients

33. Ingredients
Call to action 1

34. Ingredients
Call to action 1 Call to action 2

37. Download fabulous
ebook now

38. Download fabulous
ebook now
Database

39. Download fabulous
ebook now
Database

40. Download fabulous
ebook now
Database

41. Promote offer

42. Promote offer
• By driving traffic to blog posts that

43. Promote offer
• By driving traffic to blog posts that
• have the CTA at the bottom

44. Promote offer
• By driving traffic to blog posts that
• have the CTA at the bottom
• are informative and/or entertaining and/or inspiring

45. Promote offer
• By driving traffic to blog posts that
• have the CTA at the bottom
• are informative and/or entertaining and/or inspiring
• useful to reader

46. Promote offer
• By driving traffic to blog posts that
• have the CTA at the bottom
• are informative and/or entertaining and/or inspiring
• useful to reader
• worthy to be shared with others

47. Promote offer
• By driving traffic to blog posts that
• have the CTA at the bottom
• are informative and/or entertaining and/or inspiring
• useful to reader
• worthy to be shared with others
• ONCE a week

48. Stop selling yourself
Start selling your information

49. Stop selling yourself
Start selling your information
You are seen as a knowledgable expert
when you share good quality information freely
and help people satisfy their needs

52. Visitor focused marketing
•Be of SERVICE
•Be of USE
•Be HELPFUL

53. Inbound Marketing Process

54. Inbound Marketing Process
• GET FOUND
Social Media
Search
Referrals
Emails
Biz cards
Flyers
Networking

55. Inbound Marketing Process
• GET FOUND
Social Media
Search
Referrals
Emails
Biz cards
Flyers
Networking
Website

56. Inbound Marketing Process
• GET FOUND • ENCHANT
Social Media offer valuable
Search information
Referrals regularly
Emails updated
Biz cards relevant
Flyers with personal
Networking touch
Website

57. Inbound Marketing Process
• GET FOUND • ENCHANT
Social Media offer valuable
Search information
Referrals regularly
Emails updated
Biz cards relevant
Flyers with personal
Networking touch
Website CTA’s

58. Inbound Marketing Process
• GET FOUND • ENCHANT • CONVERT
Social Media offer valuable make a
Search information compelling offer
Referrals regularly in return for the
Emails updated visitor’s details
Biz cards relevant
Flyers with personal
Networking touch
Website CTA’s

59. Inbound Marketing Process
• GET FOUND • ENCHANT • CONVERT
Social Media offer valuable make a
Search information compelling offer
Referrals regularly in return for the
Emails updated visitor’s details
Biz cards relevant
Flyers with personal
Networking touch
Landing
Website CTA’s pages

60. Inbound Marketing Process
• GET FOUND • ENCHANT • CONVERT • RE-ENGAGE
Social Media offer valuable make a keep top of
Search information compelling offer mind by being
Referrals regularly in return for the helpful
Emails updated visitor’s details email
Biz cards relevant social media
Flyers with personal stay in touch
Networking touch
Landing
Website CTA’s pages

61. Inbound Marketing Process
• GET FOUND • ENCHANT • CONVERT • RE-ENGAGE
Social Media offer valuable make a keep top of
Search information compelling offer mind by being
Referrals regularly in return for the helpful
Emails updated visitor’s details email
Biz cards relevant social media
Flyers with personal stay in touch
Networking touch
Landing
Website CTA’s pages
Email/SM

62. Next action steps

63. Next action steps
• Develop 2 enchanting offers
One a digital asset, one a free taste of your product

64. Next action steps
• Develop 2 enchanting offers
One a digital asset, one a free taste of your product
• Create digital items:

65. Next action steps
• Develop 2 enchanting offers
One a digital asset, one a free taste of your product
• Create digital items:
✓a landing page for each offer

66. Next action steps
• Develop 2 enchanting offers
One a digital asset, one a free taste of your product
• Create digital items:
✓a landing page for each offer
✓at least one CTA for each offer (use Powerpoint)

67. Next action steps
• Develop 2 enchanting offers
One a digital asset, one a free taste of your product
• Create digital items:
✓a landing page for each offer
✓at least one CTA for each offer (use Powerpoint)
✓a form for each offer (use Mailchimp and create a group for each
offer in your list)

68. Next action steps
• Develop 2 enchanting offers
One a digital asset, one a free taste of your product
• Create digital items:
✓a landing page for each offer
✓at least one CTA for each offer (use Powerpoint)
✓a form for each offer (use Mailchimp and create a group for each
offer in your list)
• Write weekly blog posts worthy of a share by busy people

69. Next action steps
• Develop 2 enchanting offers
One a digital asset, one a free taste of your product
• Create digital items:
✓a landing page for each offer
✓at least one CTA for each offer (use Powerpoint)
✓a form for each offer (use Mailchimp and create a group for each
offer in your list)
• Write weekly blog posts worthy of a share by busy people
• Promote: 50% OPC (other people’s content), 30% your own blog
posts, 20% your offer (experiment with 70/20/10)

70. Rinse & Repeat
•Measure: what works what doesn’t?
•New offers
•Experiment
•Video?
•Webinars?
•Slideshares?

73. Show up and BE the best you can be.
- Bettina Horvath www.MyBizPerforms.com