Small Business Marketing on a Budget

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Small Business September 2008 Seminar - Dept State & Regional Development

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  • Small Business Marketing on a Budget

    1. 1. Small Business Marketing on a Budget Using Web 2.0 Tools By Kate Carruthers
    2. 2. Thank you to the following sponsors: Sep 2008
    3. 3. Who Am I? <ul><li>Marketer, technologist, small business owner, and renaissance woman </li></ul><ul><ul><li>http://www.digbiz.com.au </li></ul></ul>Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    4. 4. What can your business do online? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    5. 5. <ul><li>Build Your Brand & Communications </li></ul><ul><li>Build Your Business </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Manage Your Customers </li></ul><ul><li>Public Relations & Event Management </li></ul><ul><li>Research the Market </li></ul>Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    6. 6. What should your business do online? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    7. 7. Traditional Marketing Mix Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    8. 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. 9. New Model Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    10. 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. 11. Big Questions for Online <ul><li>How will people know about my website? </li></ul><ul><li>Does a website help my customers? </li></ul><ul><li>What kind of website do I need? </li></ul><ul><li>How do I measure success? </li></ul><ul><li>Why is having an online strategy important? </li></ul>Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    12. 12. Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    13. 13. Online is not Just a Website <ul><li>Blogs </li></ul><ul><li>Social networks </li></ul><ul><li>Social media </li></ul><ul><li>User generated content </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Search Engine Optimisation </li></ul>Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    14. 14. Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    15. 15. What is changing & why should I care? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    16. 16. Speed of Change Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    17. 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. 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. 19. Engagement Marketing <ul><li>“ 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.” </li></ul><ul><ul><ul><li>Source: http://www.YourStorys.com founder and president Larry Lawfer </li></ul></ul></ul>Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    20. 20. Are there some low cost options for me? Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    21. 21. <ul><li>Build Your Brand & Communications </li></ul><ul><li>Build Your Business </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Manage Your Customers </li></ul><ul><li>Public Relations & Event Management </li></ul><ul><li>Research the Market </li></ul>Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    22. 22. Some Low Cost Tools <ul><li>Blogger or Wordpress </li></ul><ul><li>Windows Live or Google Applications </li></ul><ul><li>WikiSpaces </li></ul><ul><li>Eventbrite </li></ul><ul><li>Google Alerts </li></ul><ul><li>PayPal </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Customer Relationship Management </li></ul><ul><li>Direct mail & eDM </li></ul>Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    23. 23. Other Considerations <ul><li>Search Engines – local search </li></ul><ul><li>Online advertising </li></ul><ul><li>Viral or word of mouth marketing </li></ul><ul><li>Linking online to offline marketing </li></ul>Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    24. 24. More Info? <ul><li>Check out: http://www.digbiz.com.au </li></ul><ul><li>Slides available at: http://slideshare.net/carruthk </li></ul>Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    25. 25. Thank You Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd
    26. 26. Web Links for Tools <ul><li>http://www.blogger.com/ or http://wordpress.com/ </li></ul><ul><li>http://home.live.com/ or http://www.google.com/apps/ </li></ul><ul><li>http://www.wikispaces.com/ </li></ul><ul><li>http://www.eventbrite.com/ </li></ul><ul><li>http://www.google.com/alerts </li></ul><ul><li>http://www.paypal.com.au/au </li></ul><ul><li>http://twitter.com/home </li></ul><ul><li>http://www.new.facebook.com/home.php </li></ul><ul><li>http://www.sugarcrm.com/crm/ </li></ul><ul><li>http://www.mailchimp.com/ </li></ul>Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

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