Small Business Marketing on a Budget Using Web 2.0 Tools By Kate Carruthers

Thank you to the following sponsors: Sep 2008

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

Marketer, technologist, small business owner, and renaissance woman

http://www.digbiz.com.au

What can your business do online? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

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

Build Your Brand & Communications

Build Your Business

Direct Marketing

Manage Your Customers

Public Relations & Event Management

Research the Market

What should your business do online? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

Traditional Marketing Mix Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

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

New Model Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

New Model Who, where, when? Channels, type, distribution? Who, why, how? Budget, skills, support? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

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

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

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

Blogs

Social networks

Social media

User generated content

Search Engine Marketing

Search Engine Optimisation

Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

What is changing & why should I care? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

Speed of Change Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

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

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

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

“ 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

Are there some low cost options for me? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

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

Build Your Brand & Communications

Build Your Business

Direct Marketing

Manage Your Customers

Public Relations & Event Management

Research the Market

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

Blogger or Wordpress

Windows Live or Google Applications

WikiSpaces

Eventbrite

Google Alerts

PayPal

Twitter

Facebook

Customer Relationship Management

Direct mail & eDM

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

Search Engines – local search

Online advertising

Viral or word of mouth marketing

Linking online to offline marketing

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

Check out: http://www.digbiz.com.au

Slides available at: http://slideshare.net/carruthk

Thank You Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

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

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/