24 smart marketing things
you can do
for under $500
1. You’re here
2. 2. Go to
http://www.examiner.com/advertising-in-
richmond/bruce-goldman
for useful information
3. Measure your potential
audience – for free
3. Measure your potential
audience – for free
First, define it
Example: tire store
Example: tire store
Average tire life: 40,000 miles
Example: tire store
Average tire life: 40,000 miles
Average driving: 12,000-15,000
miles/year
Example: tire store
Average tire life: 40,000 miles
Average driving: 12,000-15,000
miles/year
Sweet spot: Owners of 3-4-ye...
Example: tire store
List from DMV
Example: tire store
List from DMV
Numbers within X miles of your
location (free) and list (a few
hundred dollars) from mai...
Example: child day care
Target: Single-parent and two-
paycheck families with children
3-4 years old within X miles of
you...
Example: child day care
Target: Single-parent and two-
paycheck families with children
3-4 years old within X miles of you...
1. infousa.com or database101.com
2. Follow the prompts (consumer or B2B)
and select your criteria
3. Get your results
4. ...
Example: bridal store
Target: Brides to be
Example: bridal store
Target: Brides to be
Numbers from county license
bureau
Example: bridal store
Target: Brides to be
Numbers from county license bureau
Swap lists with china/silverware
registries,...
4. Before you spend a
penny on advertising,
calculate your
break-even point
Cost of ad ÷
(Avg. profit/sale
x Conversion ra...
4. Before you spend a
penny on advertising,
calculate your
break-even point
$1,000 ad cost ÷
($5 Avg. profit x 0.4 Convers...
5. Put measurable
response mechanisms
into every single piece
of marketing
5. Put measurable
response
mechanisms into every
single piece of marketing
Coupon code
5. Put measurable
response mechanisms
into every single piece
of marketing
Coupon Code
Landing Page
5. Put measurable
response mechanisms
into every single piece
of marketing
Coupon Code
Landing Page
Offer
5. Put measurable
response mechanisms
into every single piece
of marketing
Coupon Code
Landing Page
Offer
E-mail link
5. Put measurable
response mechanisms
into every single piece
of marketing
Coupon Code
Landing Page
Offer
E-mail link
Phon...
5. Put measurable
response mechanisms
into every single piece
of marketing
Coupon Code
Landing Page
Offer
E-mail link
Phon...
6. Track results with this
precise, sophisticated
measuring device
6. Track results with this
precise, sophisticated
measuring device
6. Track results with this
precise, sophisticated
measuring device
Record and track the results
Correlate with your ad sch...
7. Use your website
statistics (Free)
7. Use your website
statistics (Free)
Daily traffic vs. marketing
7. Use your website
statistics (Free)
Daily traffic vs. marketing
Where visitors come from
7. Use your website
statistics (Free)
Daily traffic vs. marketing
Where visitors come from
Where they go onsite
7. Use your website
statistics (Free)
Daily traffic vs. marketing
Where visitors come from
Where they go onsite
How long t...
8. Satisfied customers
are the best new
customers
Incenting them for repeat business is
cheap
8. Satisfied customers
are the best new
customers
Incenting them for repeat business is
cheap
8. Satisfied customers
are the best new
customers
Registering them captures contact
info and e-mail addresses
8. Satisfied customers
are the best new
customers
Rewarding successful referrals is a
win-win
8. Satisfied customers
are the best new
customers
Use free online surveys to build
satisfaction, solicit repeat business
a...
8. Satisfied customers
are the best new
customers
Use free online surveys to build
satisfaction, solicit repeat business
a...
9. Zag when the
competition zigs
Competitor Apparent
Audience
Promise Slogan (if any)
You
Competitor Apparent
Audience
Promise Slogan (if any)
Tire Store A Car owners
who need tires
4 tires for price
of 3
Tire St...
10. Don’t snail-mail when
you can e-mail
10. Don’t snail-mail when
you can e-mail
E-mailing lists are more expensive
and you pay for each use,
BUT:
10. Don’t snail-mail when
you can e-mail
E-mailing lists are more expensive
and you pay for each use,
BUT:
You save thousa...
10. Don’t snail-mail when
you can e-mail
E-mailing lists are more expensive
and you pay for each use,
BUT:
You save thousa...
10. Don’t snail-mail when
you can e-mail
E-mailing lists are more expensive,
BUT
You save thousands on printing and
postag...
10. Don’t snail-mail when
you can e-mail
Give subject lines lots of attention
(for motivation and spam filters)
10. Don’t snail-mail when
you can e-mail
Give subject lines lots of attention
(for motivation and spam filters)
Always inc...
10. Don’t snail-mail when
you can e-mail
Don’t make your logo the headline
It’s about what you sell, not you
11. Use free media
Online Directories
MerchantServices.com
Google Places
Craigslist
Yelp
Groupon*
etc.
11. Use free media
Network
(get contact info and follow up)
Online social network media
11. Use free media
Public Relations
Retail business news to T-D
Timely, practical advice articles
to neighborhood papers
12. Think like a
customer
What
you
have
What
they
want
13. Don’t bury your
message
13. Don’t bury your
message
48.2% of website visitors
bounce out after 1st
page
14. Design content for how
people actually read it
14. Design content for how
people actually read it
Not sequentially, like books,
but skipping around
14. Design content for how
people actually read it
Not sequentially, like books,
but skipping around
So telegraph importan...
15. Unexpected visuals
capture attention and
increase persuasion
Stock photos, $0 to $30 each
Imagination and Photoshop wo...
16. White space increases
readership
In digital as well as print media
17. Persuasion beats
description
17. Persuasion beats
description
Benefits beat
features
18. One strong specific is
worth
a thousand generalities
18. One strong specific is
worth
a thousand generalities
What do you do that you
don’t have to do?
That your competitors d...
19. Use your domain to
make your business
look professional
Domains come with free e-mail
accounts
Addresses take about 2 ...
19. Use your domain to
make your business
look professional
Which looks more professional?
19. Use your domain to
make your business
look professional
Which looks more professional?
Gftg8000 @aol.com
Orders @Great...
20. The highest
sponsored link ranking
doesn’t get you
the most hits
20. The highest
sponsored link ranking
doesn’t get you
the most hits
Rankings 4-7 get more hits than
rankings 1-3
20. The highest
sponsored link ranking
doesn’t get you
the most hits
Rankings 4-7 get more hits than
rankings 1-3
and cost...
21. Include Googlemaps
in your website
Free
Shows people how to find you
22. Blog and update often
(Even if no one reads it, the Google
algorithm knows it’s there)
23. Make it easy for
people to respond
23. Make it easy for
people to respond
The easier to respond, the higher the
response rate – and vice versa
23. Make it easy for
people to respond
Make the response mechanism a
visible part of your interface
24. $100 worth of
professional
marketing input –
free
804.767.7180
Bgoldman @BrightOrangeAdv.com
For complimentary one-hou...
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
 25 Smart Marketing Things You Can Do for Under $500
Upcoming SlideShare
Loading in...5
×

25 Smart Marketing Things You Can Do for Under $500

159

Published on

Bruce Goldman
Bright Orange Advertising
3709 Blue Lake Drive
Richmond, VA 23233
804.767.7180
Mobile 804.921.2310
Fax 866.397.6618
www.BrightOrangeAdv.com
BGoldman@BrightOrangeAdv.com

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
159
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

25 Smart Marketing Things You Can Do for Under $500

  1. 1. 24 smart marketing things you can do for under $500
  2. 2. 1. You’re here
  3. 3. 2. 2. Go to http://www.examiner.com/advertising-in- richmond/bruce-goldman for useful information
  4. 4. 3. Measure your potential audience – for free
  5. 5. 3. Measure your potential audience – for free First, define it
  6. 6. Example: tire store
  7. 7. Example: tire store Average tire life: 40,000 miles
  8. 8. Example: tire store Average tire life: 40,000 miles Average driving: 12,000-15,000 miles/year
  9. 9. Example: tire store Average tire life: 40,000 miles Average driving: 12,000-15,000 miles/year Sweet spot: Owners of 3-4-year- old cars
  10. 10. Example: tire store List from DMV
  11. 11. Example: tire store List from DMV Numbers within X miles of your location (free) and list (a few hundred dollars) from mailing list broker
  12. 12. Example: child day care Target: Single-parent and two- paycheck families with children 3-4 years old within X miles of your location
  13. 13. Example: child day care Target: Single-parent and two- paycheck families with children 3-4 years old within X miles of your location Numbers free from InfoUSA.com or Database101.com databases Lists from $85/thousand names.
  14. 14. 1. infousa.com or database101.com 2. Follow the prompts (consumer or B2B) and select your criteria 3. Get your results 4. Go back and explore alternatives 5. Save the results if you’d like
  15. 15. Example: bridal store Target: Brides to be
  16. 16. Example: bridal store Target: Brides to be Numbers from county license bureau
  17. 17. Example: bridal store Target: Brides to be Numbers from county license bureau Swap lists with china/silverware registries, photographers, caterers, etc.
  18. 18. 4. Before you spend a penny on advertising, calculate your break-even point Cost of ad ÷ (Avg. profit/sale x Conversion rate) = # Responses
  19. 19. 4. Before you spend a penny on advertising, calculate your break-even point $1,000 ad cost ÷ ($5 Avg. profit x 0.4 Conversion) = 500 Responses
  20. 20. 5. Put measurable response mechanisms into every single piece of marketing
  21. 21. 5. Put measurable response mechanisms into every single piece of marketing Coupon code
  22. 22. 5. Put measurable response mechanisms into every single piece of marketing Coupon Code Landing Page
  23. 23. 5. Put measurable response mechanisms into every single piece of marketing Coupon Code Landing Page Offer
  24. 24. 5. Put measurable response mechanisms into every single piece of marketing Coupon Code Landing Page Offer E-mail link
  25. 25. 5. Put measurable response mechanisms into every single piece of marketing Coupon Code Landing Page Offer E-mail link Phone number (or extension)
  26. 26. 5. Put measurable response mechanisms into every single piece of marketing Coupon Code Landing Page Offer E-mail link Phone number (or extension) Website URL
  27. 27. 6. Track results with this precise, sophisticated measuring device
  28. 28. 6. Track results with this precise, sophisticated measuring device
  29. 29. 6. Track results with this precise, sophisticated measuring device Record and track the results Correlate with your ad schedule Repeat what works
  30. 30. 7. Use your website statistics (Free)
  31. 31. 7. Use your website statistics (Free) Daily traffic vs. marketing
  32. 32. 7. Use your website statistics (Free) Daily traffic vs. marketing Where visitors come from
  33. 33. 7. Use your website statistics (Free) Daily traffic vs. marketing Where visitors come from Where they go onsite
  34. 34. 7. Use your website statistics (Free) Daily traffic vs. marketing Where visitors come from Where they go onsite How long they stay
  35. 35. 8. Satisfied customers are the best new customers Incenting them for repeat business is cheap
  36. 36. 8. Satisfied customers are the best new customers Incenting them for repeat business is cheap
  37. 37. 8. Satisfied customers are the best new customers Registering them captures contact info and e-mail addresses
  38. 38. 8. Satisfied customers are the best new customers Rewarding successful referrals is a win-win
  39. 39. 8. Satisfied customers are the best new customers Use free online surveys to build satisfaction, solicit repeat business and referrals SurveyMonkey.com Constant Contact
  40. 40. 8. Satisfied customers are the best new customers Use free online surveys to build satisfaction, solicit repeat business and referrals Include open-ended questions for future testimonial use
  41. 41. 9. Zag when the competition zigs
  42. 42. Competitor Apparent Audience Promise Slogan (if any) You
  43. 43. Competitor Apparent Audience Promise Slogan (if any) Tire Store A Car owners who need tires 4 tires for price of 3 Tire Store B Car owners who need tires 25% off Tire Store C Car owners who need tires Limited-time sale You Soccer, etc., moms Lets us help you protect your kids with a free safety inspection and safe, new tires.
  44. 44. 10. Don’t snail-mail when you can e-mail
  45. 45. 10. Don’t snail-mail when you can e-mail E-mailing lists are more expensive and you pay for each use, BUT:
  46. 46. 10. Don’t snail-mail when you can e-mail E-mailing lists are more expensive and you pay for each use, BUT: You save thousands on printing and postage
  47. 47. 10. Don’t snail-mail when you can e-mail E-mailing lists are more expensive and you pay for each use, BUT: You save thousands on printing and postage Delivery is instant
  48. 48. 10. Don’t snail-mail when you can e-mail E-mailing lists are more expensive, BUT You save thousands on printing and postage Delivery is instant You get same-day bounce notices and next-day analytics
  49. 49. 10. Don’t snail-mail when you can e-mail Give subject lines lots of attention (for motivation and spam filters)
  50. 50. 10. Don’t snail-mail when you can e-mail Give subject lines lots of attention (for motivation and spam filters) Always include opt-out
  51. 51. 10. Don’t snail-mail when you can e-mail Don’t make your logo the headline It’s about what you sell, not you
  52. 52. 11. Use free media Online Directories MerchantServices.com Google Places Craigslist Yelp Groupon* etc.
  53. 53. 11. Use free media Network (get contact info and follow up) Online social network media
  54. 54. 11. Use free media Public Relations Retail business news to T-D Timely, practical advice articles to neighborhood papers
  55. 55. 12. Think like a customer
  56. 56. What you have What they want
  57. 57. 13. Don’t bury your message
  58. 58. 13. Don’t bury your message 48.2% of website visitors bounce out after 1st page
  59. 59. 14. Design content for how people actually read it
  60. 60. 14. Design content for how people actually read it Not sequentially, like books, but skipping around
  61. 61. 14. Design content for how people actually read it Not sequentially, like books, but skipping around So telegraph important information with headlines and subheads
  62. 62. 15. Unexpected visuals capture attention and increase persuasion Stock photos, $0 to $30 each Imagination and Photoshop work, priceless
  63. 63. 16. White space increases readership In digital as well as print media
  64. 64. 17. Persuasion beats description
  65. 65. 17. Persuasion beats description Benefits beat features
  66. 66. 18. One strong specific is worth a thousand generalities
  67. 67. 18. One strong specific is worth a thousand generalities What do you do that you don’t have to do? That your competitors don’t?
  68. 68. 19. Use your domain to make your business look professional Domains come with free e-mail accounts Addresses take about 2 minutes to set up
  69. 69. 19. Use your domain to make your business look professional Which looks more professional?
  70. 70. 19. Use your domain to make your business look professional Which looks more professional? Gftg8000 @aol.com Orders @GreatFoodToGo.net
  71. 71. 20. The highest sponsored link ranking doesn’t get you the most hits
  72. 72. 20. The highest sponsored link ranking doesn’t get you the most hits Rankings 4-7 get more hits than rankings 1-3
  73. 73. 20. The highest sponsored link ranking doesn’t get you the most hits Rankings 4-7 get more hits than rankings 1-3 and cost you less
  74. 74. 21. Include Googlemaps in your website Free Shows people how to find you
  75. 75. 22. Blog and update often (Even if no one reads it, the Google algorithm knows it’s there)
  76. 76. 23. Make it easy for people to respond
  77. 77. 23. Make it easy for people to respond The easier to respond, the higher the response rate – and vice versa
  78. 78. 23. Make it easy for people to respond Make the response mechanism a visible part of your interface
  79. 79. 24. $100 worth of professional marketing input – free 804.767.7180 Bgoldman @BrightOrangeAdv.com For complimentary one-hour consultation
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×