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 25 Smart Marketing Things You Can Do for Under $500
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25 Smart Marketing Things You Can Do for Under $500

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Bruce Goldman …

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

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  • 1. 24 smart marketing things you can do for under $500
  • 2. 1. You’re here
  • 3. 2. 2. Go to http://www.examiner.com/advertising-in- richmond/bruce-goldman for useful information
  • 4. 3. Measure your potential audience – for free
  • 5. 3. Measure your potential audience – for free First, define it
  • 6. Example: tire store
  • 7. Example: tire store Average tire life: 40,000 miles
  • 8. Example: tire store Average tire life: 40,000 miles Average driving: 12,000-15,000 miles/year
  • 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. Example: tire store List from DMV
  • 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. Example: child day care Target: Single-parent and two- paycheck families with children 3-4 years old within X miles of your location
  • 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. 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. Example: bridal store Target: Brides to be
  • 16. Example: bridal store Target: Brides to be Numbers from county license bureau
  • 17. Example: bridal store Target: Brides to be Numbers from county license bureau Swap lists with china/silverware registries, photographers, caterers, etc.
  • 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. 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. 5. Put measurable response mechanisms into every single piece of marketing
  • 21. 5. Put measurable response mechanisms into every single piece of marketing Coupon code
  • 22. 5. Put measurable response mechanisms into every single piece of marketing Coupon Code Landing Page
  • 23. 5. Put measurable response mechanisms into every single piece of marketing Coupon Code Landing Page Offer
  • 24. 5. Put measurable response mechanisms into every single piece of marketing Coupon Code Landing Page Offer E-mail link
  • 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. 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. 6. Track results with this precise, sophisticated measuring device
  • 28. 6. Track results with this precise, sophisticated measuring device
  • 29. 6. Track results with this precise, sophisticated measuring device Record and track the results Correlate with your ad schedule Repeat what works
  • 30. 7. Use your website statistics (Free)
  • 31. 7. Use your website statistics (Free) Daily traffic vs. marketing
  • 32. 7. Use your website statistics (Free) Daily traffic vs. marketing Where visitors come from
  • 33. 7. Use your website statistics (Free) Daily traffic vs. marketing Where visitors come from Where they go onsite
  • 34. 7. Use your website statistics (Free) Daily traffic vs. marketing Where visitors come from Where they go onsite How long they stay
  • 35. 8. Satisfied customers are the best new customers Incenting them for repeat business is cheap
  • 36. 8. Satisfied customers are the best new customers Incenting them for repeat business is cheap
  • 37. 8. Satisfied customers are the best new customers Registering them captures contact info and e-mail addresses
  • 38. 8. Satisfied customers are the best new customers Rewarding successful referrals is a win-win
  • 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. 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. 9. Zag when the competition zigs
  • 42. Competitor Apparent Audience Promise Slogan (if any) You
  • 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. 10. Don’t snail-mail when you can e-mail
  • 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. 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. 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. 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. 10. Don’t snail-mail when you can e-mail Give subject lines lots of attention (for motivation and spam filters)
  • 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. 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. 11. Use free media Online Directories MerchantServices.com Google Places Craigslist Yelp Groupon* etc.
  • 53. 11. Use free media Network (get contact info and follow up) Online social network media
  • 54. 11. Use free media Public Relations Retail business news to T-D Timely, practical advice articles to neighborhood papers
  • 55. 12. Think like a customer
  • 56. What you have What they want
  • 57. 13. Don’t bury your message
  • 58. 13. Don’t bury your message 48.2% of website visitors bounce out after 1st page
  • 59. 14. Design content for how people actually read it
  • 60. 14. Design content for how people actually read it Not sequentially, like books, but skipping around
  • 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. 15. Unexpected visuals capture attention and increase persuasion Stock photos, $0 to $30 each Imagination and Photoshop work, priceless
  • 63. 16. White space increases readership In digital as well as print media
  • 64. 17. Persuasion beats description
  • 65. 17. Persuasion beats description Benefits beat features
  • 66. 18. One strong specific is worth a thousand generalities
  • 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. 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. 19. Use your domain to make your business look professional Which looks more professional?
  • 70. 19. Use your domain to make your business look professional Which looks more professional? Gftg8000 @aol.com Orders @GreatFoodToGo.net
  • 71. 20. The highest sponsored link ranking doesn’t get you the most hits
  • 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. 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. 21. Include Googlemaps in your website Free Shows people how to find you
  • 75. 22. Blog and update often (Even if no one reads it, the Google algorithm knows it’s there)
  • 76. 23. Make it easy for people to respond
  • 77. 23. Make it easy for people to respond The easier to respond, the higher the response rate – and vice versa
  • 78. 23. Make it easy for people to respond Make the response mechanism a visible part of your interface
  • 79. 24. $100 worth of professional marketing input – free 804.767.7180 Bgoldman @BrightOrangeAdv.com For complimentary one-hour consultation

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