Small Business Marketing on a Budget

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Small Business September 2008 Seminar - Dept State & Regional Development

Small Business September 2008 Seminar - Dept State & Regional Development

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  • 1. Small Business Marketing on a Budget Using Web 2.0 Tools By Kate Carruthers
  • 2. Thank you to the following sponsors: Sep 2008
  • 3. Who Am I?
    • Marketer, technologist, small business owner, and renaissance woman
      • http://www.digbiz.com.au
    Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 4. What can your business do online? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 5.
    • Build Your Brand & Communications
    • Build Your Business
    • Direct Marketing
    • Manage Your Customers
    • Public Relations & Event Management
    • Research the Market
    Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 6. What should your business do online? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 7. Traditional Marketing Mix Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 8. Summary of Marketing Mix Decisions Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd Product Price Place Promotion Functionality Appearance Quality Packaging Brand Warranty Service/Support List price Discounts Allowances Financing Leasing options Channel members Channel motivation Market coverage Locations Logistics Service levels Advertising Personal selling Public relations Message Media Budget
  • 9. New Model Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 10. New Model Who, where, when? Channels, type, distribution? Who, why, how? Budget, skills, support? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 11. Big Questions for Online
    • How will people know about my website?
    • Does a website help my customers?
    • What kind of website do I need?
    • How do I measure success?
    • Why is having an online strategy important?
    Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 12. Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 13. Online is not Just a Website
    • Blogs
    • Social networks
    • Social media
    • User generated content
    • Search Engine Marketing
    • Search Engine Optimisation
    Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 14. Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 15. What is changing & why should I care? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 16. Speed of Change Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 17. Changes in consumption Hitwise, Social networks overtake webmail, November 06, 2007 http://weblogs.hitwise.com/robin-goad/2007/11/social_networks_overtake_webma.html Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 18. Changes in consumption Facebook overtakes MySpace in Share of UK Internet Searches , Hitwise Intelligence, Heather Hopkins, UK, July 17, 2007 http://weblogs.hitwise.com/heather-hopkins/2007/07/facebook_overtakes_myspace_in.html Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 19. Engagement Marketing
    • “ Advertising is when you say you are good date. Public relations is when your mom says you are a good date. Engagement marketing is when your date says you are a good date.”
        • Source: http://www.YourStorys.com founder and president Larry Lawfer
    Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 20. Are there some low cost options for me? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 21.
    • Build Your Brand & Communications
    • Build Your Business
    • Direct Marketing
    • Manage Your Customers
    • Public Relations & Event Management
    • Research the Market
    Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 22. Some Low Cost Tools
    • Blogger or Wordpress
    • Windows Live or Google Applications
    • WikiSpaces
    • Eventbrite
    • Google Alerts
    • PayPal
    • Twitter
    • Facebook
    • Customer Relationship Management
    • Direct mail & eDM
    Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 23. Other Considerations
    • Search Engines – local search
    • Online advertising
    • Viral or word of mouth marketing
    • Linking online to offline marketing
    Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 24. More Info?
    • Check out: http://www.digbiz.com.au
    • Slides available at: http://slideshare.net/carruthk
    Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 25. Thank You Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
  • 26. Web Links for Tools
    • http://www.blogger.com/ or http://wordpress.com/
    • http://home.live.com/ or http://www.google.com/apps/
    • http://www.wikispaces.com/
    • http://www.eventbrite.com/
    • http://www.google.com/alerts
    • http://www.paypal.com.au/au
    • http://twitter.com/home
    • http://www.new.facebook.com/home.php
    • http://www.sugarcrm.com/crm/
    • http://www.mailchimp.com/
    Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd