Marketing On A Shoestring

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Presentation from WebFest.me, Budva, Montenegro.
Covers some basics on marketing your business online (and offline) with a small / low budget

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Marketing On A Shoestring

  1. 1. BLACKNIGHT<br />Marketing On A Shoestring – Using guerilla marketing & social media to punch above your weight<br />Domain Registrar – Hosting Provider<br />
  2. 2. BLACKNIGHT<br />Michele Neylon<br />Founder / CEO Blacknight <br />Contact: http://mneylon.tel<br />@mneylon<br />http://michele.me/blog<br />http://b.log.ie<br />
  3. 3. BLACKNIGHT<br />Overview<br />Online - obvious<br />Offline / traditional – it’s still important<br />
  4. 4. BLACKNIGHT<br />
  5. 5. BLACKNIGHT<br />
  6. 6. BLACKNIGHT<br />Punch above your weight!<br />Small energetic company can have a BIG impact<br />
  7. 7. BLACKNIGHT<br />Good Marketing => Sales => Money<br />Bad Marketing => Failure<br /><ul><li>Big budget != success
  8. 8. Clever marketing + small budget = success??</li></li></ul><li>BLACKNIGHT<br />
  9. 9. BLACKNIGHT<br />Work hard<br />SEO<br />SEM<br />Social Media<br />Virals (the “Holy Grail”)<br />Email marketing<br />Blogging<br />Customers as advocates<br />
  10. 10. BLACKNIGHT<br />Patience & Perseverance = key<br />Repeat and repeat again<br />Permission => success<br />Spam => failure<br />Did I say “repeat”?<br />
  11. 11. BLACKNIGHT<br />
  12. 12. BLACKNIGHT<br />Where is your audience?<br />Do they read blogs? Which ones?<br />Is there a community? Are you part of it?<br />Do they use social media? <br />What do they need? Why?<br />Go to your audience – they won’t come to you<br />
  13. 13. BLACKNIGHT<br />Simple Things You Can Do<br />Setup an email signature with links<br />Signature on forums etc., (NB: don’t spam)<br />Business card – with links<br />Contribute via mailing lists, forums, social media etc<br />
  14. 14. BLACKNIGHT<br />
  15. 15. BLACKNIGHT<br />
  16. 16. BLACKNIGHT<br />
  17. 17. BLACKNIGHT<br />Design / Branding<br />It pays off<br />Cheap looks nasty<br />First impressions last<br />Consistency – quality - style<br />
  18. 18. BLACKNIGHT<br />
  19. 19. BLACKNIGHT<br />Media Buying (online + off)<br />Publisher needs the sale<br />You want the advertising – you don’t need it<br />Rate cards are works of fiction<br />ABC figures are meaningless (mostly)<br />Learn to say “no” <br />If they won’t sell at your price then walk away<br />
  20. 20. BLACKNIGHT<br />
  21. 21. BLACKNIGHT<br />Social Media - Possible Business Threats<br />Drunk tweeting / Posting from the wrong account.. <br />Sharing inappropriate content (local Irish politicians keep doing this!)<br />Checking in on Foursquare / Facebook etc., from secret meetings<br />Oversharing info<br />Privacy controls still “not there”<br />Solution? Education and thought .. <br />
  22. 22. BLACKNIGHT<br />Tools?<br />Desktop – Tweetdeck, <br />Ipad – Tweetdeck, twitter, oosfora<br />Browser – cotweet, BufferApp, Crowdbooster<br />Mobile – Facebook, hootsuite, tweetdeck and hundreds more<br />Monitoring tools – lots out there<br />
  23. 23. BLACKNIGHT<br />People To Read<br />Problogger – lots of good stuff<br />Seomoz – everything SEO related<br />Seth Godin<br />Gary Vee<br />Jay Conrad Levinson<br />TheNextWeb, Mashable – find out what’s going on<br />
  24. 24. BLACKNIGHT<br />
  25. 25. BLACKNIGHT<br />Questions? Complaints?<br />Photo credits:<br />IStockPhoto<br />http://www.flickr.com/photos/forbairt/<br />

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