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Presentation on marketing for dog and cat groomers and small business owners

Presentation on marketing for dog and cat groomers and small business owners

Published in: Business, Technology

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  • \n
  • Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus.\n\nMy goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.\n
  • Biggest strength is to think like a customer. Show empathy. It is that simple and complex.\n
  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
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  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
  • T-shirt\n
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  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
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  • Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus.\n\nMy goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.\n
  • Biggest strength is to think like a customer. Show empathy. It is that simple and complex.\n
  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
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  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
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  • How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model. \n
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  • It takes long term outlook so say no. \n\n
  • It takes long term outlook so say no. \n\n
  • It takes long term outlook so say no. \n\n
  • T-shirt\n\n\n
  • T-shirt\n\n\n
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  • Big nets: Advertising, google\n\n How much do you know about your customers?\n The narrower your customer focus the more business you will attract.\n Why? You know them well, what they want, where they are, there hot buttons.\nIt’s a lot easier to market to a target group\nthan to an unfocused group.\nProblem/Issues/Challenges\nWhy do your ideal clients need this service? What’s not working or\ncould work better? What’s missing? What’s broken? What’s frustrating\nor what are they struggling with?\nWhat are your clients complaining about?\nWhat are your competitors not currently delivering?\nWhat are the current expectations in your industry?\nHow can you leverage your current level of expertise?\nWhat will a complete solution save your clients?\nWhat's the current cost of living with the problem?\nHow are most services packaged?\nWhat's missing from most service packages?\n
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  • Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
  • Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
  • Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
  • Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
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  • Who wants to have a go?\nOne of the most important things you can do in preparing to\nmarket is to study the problems of your clients. Why do they\nneed you? What’s frustrating them? What are they struggling with?\nWhat’s missing for them? What don’t they have what they want to\nhave? What keeps them awake at night? What is causing them grief?\n\n\n
  • What actual results will your clients be left with when they use your\nservice? What ultimate result will make them happy? Ask, “If they got\nthat result, would that be enough?”\nGet Attention\nThe major frustration for these business owners is they don’t know how to attract their ideal customers and often result to doing ad-hock marketing at the last minute as they struggle to keep their cashflow consistent.What is the problem that they have?\n How do you solve this problem?\n\n
  • What actual results will your clients be left with when they use your\nservice? What ultimate result will make them happy? Ask, “If they got\nthat result, would that be enough?”\nGet Attention\nThe major frustration for these business owners is they don’t know how to attract their ideal customers and often result to doing ad-hock marketing at the last minute as they struggle to keep their cashflow consistent.What is the problem that they have?\n How do you solve this problem?\n\n
  • Visit their website\n
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  • \n
  • Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus.\n\nMy goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.\n
  • Biggest strength is to think like a customer. Show empathy. It is that simple and complex.\n
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  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • Do you know what is working?\n
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  • It is a process. It never ends. IT can be as simple or as detailed as you have time for. It is all about making better business decisions to attract a stream of ideal customers and create a brand your customers and your employees love.\n
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  • T-shirt\n
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  • How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model. \n
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  • How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model. \n
  • Target Market/Ideal Client\nWho are the ideal clients for your service? What are the demographics\nand psychographics - industry, position, needs, values, etc? What’s the\n“personality profile” of an idea client?\nHow does cold calling work for you?\n\n\nCompany Demographics\nIndividual Demographics\nIndustry\nAge\nSize of Company\nGender\nGeographic Location\nEthnicity\nAnnual revenues\nIncome\nWho their customers are\nSituation\nAge of company\nDemographic\nGender balance\n\nAge of average employee\n\nWho you sell to in the company\n\nProfession\n\nGeographic location\n\nCompany Psychographics\nIndividual Psychographics\nCompany mission/philosophy\nKnowledge, skill, experience\nManagement style\nPersonal values/life outlook\nReputation in industry\nWork ethic\nCommitment to training/education\nPersonal style\nHiring practices\nIntelligence\nLitigation history\nIntegrity\nLevel of integrity\nFlexibility\nAwards for excellence\n\nCommunity involvement\n
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  • T-shirt\n
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  • Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus.\n\nMy goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.\n
  • Biggest strength is to think like a customer. Show empathy. It is that simple and complex.\n
  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
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  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
  • T-shirt\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
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  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
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  • Transcript

    • 1. 50Agenda:9:00 to 10:30 Email Marketing11:00 to 12:30 Brand your business1:30 to 3:30 Low cost Marketing tools3:30 to 5:00 SEO - how to get found on the web
    • 2. Email Mail MarketingPresenter Danielle MacInniswww.macinnismarketing.com.au
    • 3. My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
    • 4. Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!
    • 5. Agenda:Email Marketing
    • 6. Agenda:Email MarketingWhat’s in it for you?
    • 7. Agenda:Email MarketingWhat’s in it for you?Create a email list
    • 8. Agenda:Email MarketingWhat’s in it for you?Create a email listCreate great content
    • 9. Agenda:Email MarketingWhat’s in it for you?Create a email listCreate great contentMetrics
    • 10. Agenda:Email MarketingWhat’s in it for you?Create a email listCreate great contentMetricsUse social media
    • 11. Agenda:Email MarketingWhat’s in it for you?Create a email listCreate great contentMetricsUse social media
    • 12. Agenda:Email MarketingWhat’s in it for you?Create a email listCreate great contentMetricsUse social media
    • 13. Agenda:Email MarketingWhat’s in it for you?Create a email listCreate great contentMetricsUse social media
    • 14. Agenda:Email MarketingWhat’s in it for you?Create a email listCreate great contentMetricsUse social media
    • 15. Whats in it for you? Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
    • 16. Whats in it for you?1.Right email platform to use2. Sources for great content3. How to measure4. How to leverage social media Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
    • 17. Do you have a email list? House Lists tend to fall into 4 types: 1. Paper list (thankfully heading toward extinction) 2. Text "le 3. Excel spreadsheet 4. CRM solution Remove dead or invalid contacts Append information Get more qualified leads
    • 18. Uploading an email list Normally as a csv file or xls file Remove dead or invalid contacts Append information Get more qualified leads
    • 19. How to create an email listOffer on your business cardOn your websiteOn your directory listings BOOK NOW Book a dog or cat clip and receive your free conditioner valued at $15
    • 20. What system to useEmail SystemFormhttp://www.wufoo.com http://www.jotform.com
    • 21. What system to use Email SystemMailChimphttp://www.aweber.com.au
    • 22. Where to put your form? Website home page Directory Listings Email footer Flyers
    • 23. Content Management System Hint: Have you got a burning marketing question to ask? Now is your chance!
    • 24. Website Content Management SystemWordpress Citymaxhttp://www.daniellemacinnis.com http://www.citymax.comWeebly
    • 25. 20Measurement
    • 26. 20Measurement Tip: How do you show that you care?
    • 27. Groom CoGrooming experts for small dogs
    • 28. Groom CoGrooming experts for small dogs
    • 29. What to measure?
    • 30. 1. Permission is not optionalWhen you send unsolicited email, you hurt your brand, your campaign and your sender reputation. Don’t use“stealth” methods to collect email addresses such as pre-checked boxes on site registration forms.2. Manage your sender reputationDon’t get on an ISP’s bad side by sending too many emails too often or by generating a high number ofspam complaints. ISPs will block your emails, shunt them to oblivion in the bulk folder and won’t bother to tellyou what you did wrong. Here are some valuable tips for managing your sender reputation: • Honor unsubscribe requests within the ten-day window dictated by CAN-SPAM laws. • Stay off blacklists by monitoring, resolving and learning from spam complaints. If you’re delivering relevant content in formats that recipients want, you’ll minimize those complaints. • Use a double opt-in process and unique IP address.3. Clean and analyze mailing listsA “dirty” list – one with too many unsolicited, incorrect, out-of-date or duplicated addresses – hurts yourcampaign performance and your company’s delivery and sender reputation. “List hygiene” means cleaningout bad addresses, which reduces undeliverable emails and helps you spot problems fast. Review your list tosee who hasn’t opened or clicked for the last six months. Provide them with a compelling offer to re-engage.If that doesn’t work, try changing the frequency with which you contact them to test if that makes an impact inhow they engage with you.4. Be prepared for churnWhile good email marketing will keep your list engaged, the reality is that you need to continually use opt-instrategies to keep it viable. Not only should you have subscriber retention programs in place, but you’ll alsoneed acquisition programs since as many as 30% of email addresses churn each year.
    • 31. 55. Focus on list quality over list size Growing your mailing list is important, but don’t do it atthe expense of quality. You may not have a large number of names in your database, butcareful targeting will mean you have a list of high-value prospects and customers that result inhigher response rates and greater success.6. With opt-ins, establish and build trustAn opt-in is a statement of faith from your subscriber. Respect that by asking only for the mostnecessary information at registration.7. Respect recipients’ privacyRespecting the privacy of your email recipients and subscribers is a good business practiceand will also help you avoid legal and ethical problems. Include a short, simple email privacystatement within your opt-in form and link it to the full policy statement on your Website.8. Give recipients what they want and needYour subscribers expect control. If you don’t give them what they want, they’ll go elsewhere.Let them decide the email format (text or HTML), contact frequency and content preferences, ifthey’d like to receive additional information beyond what they opted-in for.9. Design for the InboxPoor design and improper formatting frustrate users.• Be sure to test sample messages to seewhat performs. • Put your company name in the “from” line for fast recognition. • Add a “grabber” subject line – 50 characters or less. • Use teaser text and HTML colors and layout rather than an image so readers can get an immediate “preview” of your email even if images are disabled. • Put the important content – the offer, call to action, newsletter contents etc. – at the top of the email for immediate viewing. You only have seconds to make your case, so make the most of them.
    • 32. 5Best PracticesCheck your email mechanicsDon’t forget to check your email mechanics on a regular basis. Some of the best campaigns fail because simple items likeresponse links, the unsubscribe process, co-registration or images fail. It takes time, but each email execution is valuable.Don’t frustrate your subscribers or waste your money by sending out an email that doesn’t have its most basic items working.One of the best and simplest methods for making sure that the mechanics of each and every email campaign are optimizedis to create and consistently utilize an email development and deployment checklist.Test for correct rendering of emails on all email clientsHTML emails – with pictures, colors and graphics – can look or function very differently when viewed in different email clients.Segment your list for better resultsProvide an admin function for each email so people can email someone directlyPersonalise for greater relevanceBe prepared for mobile devices and social mediaIntegrate your email into your complete marketing mixDeliver value consistently
    • 33. Google Loves:Expert Content Tips Content
    • 34. 53 Want help...?Over 80 Small Business Marketing Apps
    • 35. 53 Want help...?Over 80 Small Business Marketing Apps
    • 36. 53 Want help...? www.macinnismarketing.com.auOver 80 Small Business Marketing Apps
    • 37. 53 Want help...? www.macinnismarketing.com.au www.daniellemacinnis.comOver 80 Small Business Marketing Apps
    • 38. 50Don’t re-create, be resourceful!
    • 39. 54Thank you
    • 40. Brand your businessPresenter Danielle MacInniswww.macinnismarketing.com.au
    • 41. My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
    • 42. Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!
    • 43. Agenda:BrandingBrand your business - A strong brand starts from the inside out. Itdifferentiates your business and attracts employees and customers. Learnin this seminar:• How a well-defined brand can help grow your business and what this means.• How to craft a strong brand name, logo, and key messaging to support thevisual elements.• How to develop a brand strategy that involves the "how you do what you do"that shows your customers and employees you are valuable.
    • 44. Whats in it for you? Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
    • 45. Whats in it for you?1. Templates to follow2. Resources3. Lots of examples4. Short cuts Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
    • 46. Why do you need a brandLet’s dispel some myths....• First; A brand is not a logo.• Second; A brand is not an identity.• Finally; A brand is not a product. Tip: It is not what you say it is, it is what your customer says it is.
    • 47. Why do you need a brand? People have too many choices Most have similar features or qualities We tend to buy on trust Trust = Reliability, and Delight • Price premium • Customer preference • Shorter sales cycles • Customer referral • Recruit the best team
    • 48. What elements make up a brand? • Brand Strategy - positioning, value to your target market Building a strong identity - Differentiate • Brand Culture - How you do what you do - customer experience your values Building a strong culture - Collaborate • Brand Implementation - your look and feel Communicating the brand - Innovate
    • 49. Who are you?What do you do? Why does it matter? Tip: set up google alert for your company, name and competitors name
    • 50. About UsI don’t know who you areI don’t know your companyI don’t know your company’s productI don’t  know what your company stands for.I don’t know your company’s customersI don’t know your company’s recordI don’t know your company’s reputationNow what was it you wanted to sell to me? Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you.
    • 51. Your business strategy? TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE
    • 52. Your business strategy? TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?
    • 53. Your business strategy? TARGET MARKET YOUR YOUR SKILLS, EXPERIENCE & BUSINESS THE PROBLEM YOU SOLVE VALUE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?
    • 54. Your business strategy?
    • 55. Target ideal customers, not everyone You want your ideal customer to say: “That’s for me”
    • 56. Target ideal customers, not everyone You want your NEWSFLASH: It is not ideal customer about YOU. to say: It is about “That’s for me” THEM.Where do most of us have our focus most of the time?Our problems, issues, challenges, predicaments, worries, andpain are where we are focused.
    • 57. Why should they care?
    • 58. Step into your customers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
    • 59. Step into your customers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
    • 60. What your prospect is thinking Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
    • 61. What your prospect is thinking1. Do you work with people like me? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
    • 62. What your prospect is thinking1. Do you work with people like me?2. Do you understand my problems, issues and challenges? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
    • 63. What your prospect is thinking1. Do you work with people like me?2. Do you understand my problems, issues and challenges?3. Do you have solutions and results that actually work for people like me? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
    • 64. What your prospect is thinking1. Do you work with people like me?2. Do you understand my problems, issues and challenges?3. Do you have solutions and results that actually work for people like me?4. Do you have some free information that can help me immediately? I don’t want to pay for anything yet! Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
    • 65. Worksheet 1
    • 66. Worksheet 1 Summarising your core marketing message Target market / ideal client (demographics + psychographics) Problem/Issue/challenge Where is the pain? Where does it hurt? Solution/Outcome Success story
    • 67. Worksheet 2Marketing Message
    • 68. Worksheet 2Marketing MessageWhat do you say when someone asks you what you do?The formula is:What do you do?We work with ________________(This Target Market)Who ___________________(Have this Problem or Challenge)How do you do that?We help them get __________________(Ultimate Outcome)Tell me more...A good example is __________________(Success Story)
    • 69. What is your elevator pitch?Focus on the story
    • 70. What is your elevator pitch?Focus on the story “ I’m a groomer that specialises in grooming small dogs and come into my clients home so that the dog is more relaxed” “We groom dogs and only use environmentally approved products.” “We help pet owners who have let their pet hair get out of control and now they dog or cat resists getting groomed.” “ I take my time grooming elderly dogs and ensure that they remain comfortable during the grooming process.”
    • 71. Why should they care?
    • 72. Why should they care?Expert Problem they solveGrooming small dogs We specialise in small dog grooming needs with special equipmentGrooming - Environmental Provide an alternative to pets with allergies to some shampoos and products
    • 73. Why should they care?Expert Problem they solveGrooming small dogs We specialise in small dog grooming needs with special equipmentGrooming - Environmental Provide an alternative to pets with allergies to some shampoos and products" We work with these kind of people, with this kind ofproblem, who want this kind of outcome or solution."
    • 74. Who wants to share their elevator pitch? Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.
    • 75. Who wants to share their elevator pitch?" We work with these kind of people, with this kind ofproblem, who want this kind of outcome or solution." Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.
    • 76. Word of Mouth Testimonials Case StudiesDoes this service really work? Solution / Outcome - Trust
    • 77. Branding - Consistency and ReliabilityLogo There are three components to the logo:Style Guide 1. Words – The words in your business name and the words inValue proposition your taglineValues 2. Icon – The picture part of your logo. 3. Colour – The primary and secondary colour you choose for your logo. Brand Personality Gregarious - Fun-loving - Empathetic - Gracious - Generous - Easy-going - Professional - Intense - Eccentric - Bubbly
    • 78. Branding - Consistency and Reliability
    • 79. Branding - Consistency and Reliability Tell a Friend Offer Special Treat
    • 80. BrandingWhere do you put it?VanBusiness cardWebsiteEmail footerAframeAdsT-shirtsMagnets
    • 81. Branding - Experience How do you create a valuable customer experience?
    • 82. Branding - ExperienceHow do you create a valuable customer experience?Your Promises describe the result of your unique customer experience.Your Promise is what differentiates you from your competition.Your Promise is the intersection where your vision, your marketing intelligence, and your Client Fulfillmentmeet.  
    • 83. Branding - Experience INFORMATION UNAWARE AWARE ATTENTION EXPERIENCE SIGN UP/SALE REFERRAL GATHERING The customer is happy to refer you They want more They want more At this stage, they The lead becomes Becomes familiar after experiencingDont know information and information and may be ready for a a customer when with you. great service andanything about you are ready to are ready to "taste" or an they sign the Association wants to tell youror your company explore working explore working "EXPERIENCE" agreement and referral, meet you story and REFER with you with you prior to purchase pay. you to their network Ideal Target Build a Customer then Prospect Lead Qualified Lead Advocate Market Connection ClientPublish Lead capture - Targeted Invitation to find Give them a taste Sign an agreement Write up a autoresponder information that out more or a bite size or quotation testimonial or solves their sample for free, success story problem download, survey results, free callReferral Conversation - Clarify their issues collect detailsDirect Mail, Call to action An offer thatpostcard, mail appeals to themAdvertising Call to action A call to action that gets thier attentionMedia - PR Lead capture - Subject matter that autoresponder is important to themNetworking Conversation - Events they would collect details attendSpeaking Call to action and Events they would lead capture attendOnline SEO, Lead capture - Words they wouldGoogle, viral, autoresponder use and onlinevideo and social toolsmediaGetting found in Call to action and Directories they
    • 84. Branding
    • 85. Want help...?Over 80 Small Business Marketing Apps
    • 86. Want help...?Over 80 Small Business Marketing Apps
    • 87. Want help...? www.macinnismarketing.com.auOver 80 Small Business Marketing Apps
    • 88. Want help...? www.macinnismarketing.com.au www.daniellemacinnis.comOver 80 Small Business Marketing Apps
    • 89. Thank you
    • 90. Low cost Marketing Tools for small businessPresenter Danielle MacInniswww.macinnismarketing.com.au
    • 91. 8My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
    • 92. Agenda:Low Cost Marketing Tools for your small business
    • 93. Agenda:Low Cost Marketing Tools for your small businessWhat’s in it for you?
    • 94. Agenda:Low Cost Marketing Tools for your small businessWhat’s in it for you?Tools to get your online
    • 95. Agenda: Low Cost Marketing Tools for your small businessWhat’s in it for you?Tools to get your onlineSurvey and Forms
    • 96. Agenda: Low Cost Marketing Tools for your small businessWhat’s in it for you?Tools to get your onlineSurvey and FormsEmail
    • 97. Agenda: Low Cost Marketing Tools for your small businessWhat’s in it for you?Tools to get your onlineSurvey and FormsEmailWeb or Blog presence
    • 98. Agenda: Low Cost Marketing Tools for your small businessWhat’s in it for you?Tools to get your onlineSurvey and FormsEmailWeb or Blog presenceSEO tools
    • 99. Agenda: Low Cost Marketing Tools for your small businessWhat’s in it for you?Tools to get your onlineSurvey and FormsEmailWeb or Blog presenceSEO toolsProductivity
    • 100. Agenda: Low Cost Marketing Tools for your small businessWhat’s in it for you?Tools to get your onlineSurvey and FormsEmailWeb or Blog presenceSEO toolsProductivitySocial Media
    • 101. Agenda: Low Cost Marketing Tools for your small businessWhat’s in it for you?Tools to get your onlineSurvey and FormsEmailWeb or Blog presenceSEO toolsProductivitySocial Media
    • 102. 3Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!
    • 103. 7Whats in it for you? Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
    • 104. 7Whats in it for you?1 Understand what is currently not working and why2 Better approach to marketing and sales for your business3 Tools and templates to use4 Learn from others in the room and their experience5 What you might do differently to attract your ideal customers6 Practice Just In Time Learning Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
    • 105. 5What marketing are you doing?
    • 106. 9What Marketing Tools Do I need?
    • 107. 11Choose, Attract, Capture, Nurture, Sell, Retain
    • 108. 11Choose, Attract, Capture, Nurture, Sell, Retain
    • 109. 20Attract and Retain
    • 110. 20Attract and Retain Tip: How do you show that you care?
    • 111. 19Website Content Management SystemWordpress Citymaxhttp://www.daniellemacinnis.com http://www.citymax.comWeebly
    • 112. 12Lead Capture
    • 113. 12Lead Capture Hint: Capture potential customers
    • 114. 14Forms, survey - call to action buttonshttp://www.wufoo.com http://www.jotform.comChoose, Attract, Capture, Nurture, Sell, Retain
    • 115. 15Lead Nuture Hint:It takes on average seven interactions before a person buys.
    • 116. 16 Email marketingZoho Aweberhttp://www.zoho.com http://www.aweber.com.auMailChimp Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you.
    • 117. 18Attraction Marketing
    • 118. 25Search Engine Optimisationhttp://websitegrader.com/ https://www.google.com/analytics Tip: Set up google alerts to follow your mentions or your competitors on the web!
    • 119. 26Productivity Tools
    • 120. 40Social marketing Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards!
    • 121. 41You need to go where your audience is
    • 122. 41You need to go where your audience is
    • 123. 41You need to go where your audience is "86% of Australian internet users are looking to their fellow internet users for opinions and information on products, services and brands"
    • 124. 41You need to go where your audience is "86% of Australian internet users are looking to their fellow internet users for opinions and information on products, services and brands" Melanie Ingrey, Director for Nielsens online Business
    • 125. 43Choose where you playMonthly average 2010 Social Media MarketingMacInnis Marketing Visitors or views Leads CustomersBlog 1500 15 0Web 500 40 3Twitter 247 3 0Podcast 1000 5 0Auto-email campaign 500 14 3Networking sites 500 10 1Linked in 500 3 0Articles 1000 2 0Slideshare 200 0 0
    • 126. 43Choose where you playMonthly average 2010 Social Media MarketingMacInnis Marketing Visitors or views Leads CustomersBlog 1500 15 0Web 500 40 3Twitter 247 3 0Podcast 1000 5 0Auto-email campaign 500 14 3Networking sites 500 10 1Linked in 500 3 0Articles 1000 2 0Slideshare 200 0 0
    • 127. 44Content is King
    • 128. 47Good websites Keys to build a great website 1. Attract prospects 2. Great content 3. Get found 4. Convert prospects to leads (call to action) 5. Measure your ROI Tip: Websites are for lead generation and conversion. It is not just a matter of “looking good”. Ugly and crowed, Vs beautful and empty!
    • 129. 47Good websites Keys to build a great website 1. Attract prospects 2. Great content 3. Get found 4. Convert prospects to leads (call to action) 5. Measure your ROI Tip: Websites are for lead generation and conversion. It is not just a matter of “looking good”. Ugly and crowed, Vs beautful and empty!
    • 130. 52Do you feel like this?
    • 131. 52Do you feel like this?
    • 132. 19Sales and Marketing System Bloomtools.com https://www.thewebconsole.com
    • 133. 53Want help...?Over 80 Small Business Marketing Apps
    • 134. 53Want help...?Over 80 Small Business Marketing Apps
    • 135. 53Want help...?www.macinnismarketing.com.auOver 80 Small Business Marketing Apps
    • 136. 53Want help...?www.macinnismarketing.com.auwww.daniellemacinnis.comOver 80 Small Business Marketing Apps
    • 137. 50Don’t re-create, be resourceful!
    • 138. 54Thank you
    • 139. Search Engine OptimisationPresenter Danielle MacInniswww.macinnismarketing.com.au
    • 140. My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
    • 141. 3Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!
    • 142. Agenda:Search Engine Optimisation
    • 143. Agenda:Search Engine OptimisationWhat’s in it for you?
    • 144. Agenda:Search Engine OptimisationWhat’s in it for you?Get found online
    • 145. Agenda:Search Engine OptimisationWhat’s in it for you?Get found onlineConvert leads
    • 146. Agenda:Search Engine OptimisationWhat’s in it for you?Get found onlineConvert leadsOptimise your site in all search engines
    • 147. Agenda:Search Engine OptimisationWhat’s in it for you?Get found onlineConvert leadsOptimise your site in all search enginesTips to improve your conversion rate
    • 148. Agenda:Search Engine OptimisationWhat’s in it for you?Get found onlineConvert leadsOptimise your site in all search enginesTips to improve your conversion rate
    • 149. Agenda:Search Engine OptimisationWhat’s in it for you?Get found onlineConvert leadsOptimise your site in all search enginesTips to improve your conversion rate
    • 150. Agenda:Search Engine OptimisationWhat’s in it for you?Get found onlineConvert leadsOptimise your site in all search enginesTips to improve your conversion rate
    • 151. Agenda:Search Engine OptimisationWhat’s in it for you?Get found onlineConvert leadsOptimise your site in all search enginesTips to improve your conversion rate
    • 152. Whats in it for you? Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
    • 153. Whats in it for you?1. Right Platform for building your site: Content Management System2. How do you make your website google friendly: – No Flash – Above the fold – Tagging and header descriptions – Key Words – Links3. Local Directories Tip: See something you want to know more about? Jot it down on4. Google Analytics the feedback form and we will make sure we get back to you with the good oil.
    • 154. What is your current website like? Is it a brochure website?
    • 155. What is your current website like? Is it dynamic and easily updated?
    • 156. 3Content Management System Hint: Have you got a burning marketing question to ask? Now is your chance!
    • 157. Website Content Management SystemWordpress Citymaxhttp://www.daniellemacinnis.com http://www.citymax.comWeebly
    • 158. What is your current website like? Description on menu Phone Call to action
    • 159. What is your current website like? Pet Pavilion Website No Phone Offer Testimonials
    • 160. Headings Key words and descriptions
    • 161. 20Attract and Retain
    • 162. 20Attract and Retain Tip: How do you show that you care?
    • 163. What is your current website like? Phone Offer Testimonials Social media Above the fold
    • 164. Google Loves: Video Text
    • 165. Google Loves:Images
    • 166. Google Loves:Expert Content Tips Content
    • 167. Social marketing Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards! 107
    • 168. 44Content is King
    • 169. Links back to your site http://www.petshq.com.au/find/pet- grooming-dog-wash-clipping/vic/ melbourne/3039/moonee-ponds.htm
    • 170. Mouth Marketing - Now onlinehttp://www.womo.com.au/search/Dog-Washing-and-Grooming-near-Moonee-Ponds-VIC-3039/R0051001
    • 171. Social marketing Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards! 111
    • 172. Content is King
    • 173. Facebook
    • 174. Search Engine Optimisation
    • 175. Search Engine Optimisation Local Search Directories 1.Pet Pages 2.True Local 3.The Pet Directory 4. Ozdoggy.com.au
    • 176. Search Engine Optimisationhttps://www.google.com/analytics Tip: Set up google alerts to follow your mentions or your competitors on the web!
    • 177. Search Engine Optimisation1. Promote your website address EVERYWHERE.List your website address on your business cards, stationary, email signature,invoices, product labels or other marketing materials.2. Use your keywords.Keywords are the words people may type into search engines (eg. Google) to findyour products or services on the Internet. Put these keywords in key locationswithin your website (page names, titles, headings, links etc). This tells Google thatthese are the words they should rank you high for, getting you to appear higher inthe search results for those words, eg. Page 1 of Google3. Use your Social Media Accounts to promote your website.This allows you to be found in multiple places on the Internet, increasing yourexposure to your target market.4. Feed your website into your Social Media Accounts.Get your blog posts and article listings to feed into your Social Media accounts tomake it easier to keep these accounts fresh and exciting, saving you time as well asdrawing people back to your website.5.Check out your .xml site map.An .xml sitemap is a dedicated page allows Google to log all the content on yourwebsite and will improve your Search Engine Rankings. If you have your websitewith us, you’ll find yours atwww.[your website domain].com/sitemap.xml.
    • 178. 25Search Engine Optimisation 6. List your business on Google Places. It’s free and it will get you on Page 1 of a Google search when someone is searching in your local area. Plus, it only takes a few minutes to set up. When you have finished setting up your listing, send an email to your clients asking them to leave you a review and Google +1 you. 7. Use third party business listings and local directories. A great example is True Local but there are plenty of others out there. Make sure you add your website address to the profile, as well as a short, keyword rich description of what you do. Keep a list of all the directories you are in so you can update them quickly and easily in the future. 8. Make use of multimedia. The Internet has fueled a boom in using multimedia to promote business. If you have some great images, articles or videos that could help promote your website, make sure you upload them to the Internet. Sites like YouTube and Flick
    • 179. 25Search Engine Optimisation http://marketing.grader.com/
    • 180. Mobile
    • 181. Do you feel like this?
    • 182. Do you feel like this?
    • 183. 53 Want help...?Over 80 Small Business Marketing Apps
    • 184. 53 Want help...?Over 80 Small Business Marketing Apps
    • 185. 53 Want help...? www.macinnismarketing.com.auOver 80 Small Business Marketing Apps
    • 186. 53 Want help...? www.macinnismarketing.com.au www.daniellemacinnis.comOver 80 Small Business Marketing Apps
    • 187. 53Want help...?
    • 188. Don’t re-create, be resourceful!
    • 189. Thank you