Marketing On A Shoestring

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Marketing On A Shoestring – Using guerilla marketing & social media to punch above your weight
Domain Registrar – Hosting Provider

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Michele Neylon
Founder / CEO Blacknight
Contact: http://mneylon.tel
@mneylon
http://michele.me/blog
http://b.log.ie

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Overview
Online - obvious
Offline / traditional – it’s still important

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Punch above your weight!
Small energetic company can have a BIG impact

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Good Marketing => Sales => Money
Bad Marketing => Failure
Big budget != success
Clever marketing + small budget = success??

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Work hard
SEO
SEM
Social Media
Virals (the “Holy Grail”)
Email marketing
Blogging
Customers as advocates

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Patience & Perseverance = key
Repeat and repeat again
Permission => success
Spam => failure
Did I say “repeat”?

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Where is your audience?
Do they read blogs? Which ones?
Is there a community? Are you part of it?
Do they use social media?
What do they need? Why?
Go to your audience – they won’t come to you

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Simple Things You Can Do
Setup an email signature with links
Signature on forums etc., (NB: don’t spam)
Business card – with links
Contribute via mailing lists, forums, social media etc

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Design / Branding
It pays off
Cheap looks nasty
First impressions last
Consistency – quality - style

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Media Buying (online + off)
Publisher needs the sale
You want the advertising – you don’t need it
Rate cards are works of fiction
ABC figures are meaningless (mostly)
Learn to say “no”
If they won’t sell at your price then walk away

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Social Media - Possible Business Threats
Drunk tweeting / Posting from the wrong account..
Sharing inappropriate content (local Irish politicians keep doing this!)
Checking in on Foursquare / Facebook etc., from secret meetings
Oversharing info
Privacy controls still “not there”
Solution? Education and thought ..

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Tools?
Desktop – Tweetdeck,
Ipad – Tweetdeck, twitter, oosfora
Browser – cotweet, BufferApp, Crowdbooster
Mobile – Facebook, hootsuite, tweetdeck and hundreds more
Monitoring tools – lots out there

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People To Read
Problogger – lots of good stuff
Seomoz – everything SEO related
Seth Godin
Gary Vee
Jay Conrad Levinson
TheNextWeb, Mashable – find out what’s going on

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Questions? Complaints?
Photo credits:
IStockPhoto
http://www.flickr.com/photos/forbairt/

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Marketing On A Shoestring

by Blacknight Internet Solutions Ltd on Sep 23, 2011

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Marketing On A Shoestring — Presentation Transcript