How To Be Great At Marketing 45 Minute Webinar Version For Pro Manchester


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How To Be Great At Marketing 45 Minute Webinar Version For Pro Manchester

  1. 1. Huge thanks to...
  2. 3. How to BE GREAT at marketing your business always. Ok we only have 55 minutes. So plan is: 7 sections / 7 mins / 3 min QnA.
  3. 4. How to BE GREAT at marketing your business always. Plan for today – is an overview. It’s a reminder of things you could be doing or do. Not should. It’s your choice. Everything is up to you.
  4. 5. What does it stand for? <ul><li>The B in BE GREAT = Budget </li></ul><ul><li>The E in BE GREAT = Emotions </li></ul><ul><li>The G in Great Marketing = Guerrilla </li></ul><ul><li>The R in Great Marketing = Relationships </li></ul><ul><li>The E in Great Marketing = Electronic </li></ul><ul><li>The A in Great Marketing = Active </li></ul><ul><li>The T in Great Marketing = Together </li></ul>
  5. 6. Ok take 3 minutes now to write down a Question – whilst I chat. And let me introduce myself. Those who don’t know me. I do things differently and at a pace. But today I will slow down due to technology. When I show pictures – we are going from top left to bottom right. Hope that’s ok.
  6. 11. Old mentor
  7. 16. And more... Now we are nationwide
  8. 20. So that’s why Sandra asked me to chat to you. I have been there seen it and done it. In fact, I have helped over 1500 businesses with marketing ideas (around 80% of them being start up’s)
  9. 21. Has everyone got one of these? Copyright GMW 2010 © for hand out notes email [email_address]
  10. 22. Has everyone got one of these?
  11. 23. Has everyone got one of these?
  12. 24. Before you start – BUDGET! The B in Great Marketing Is remembering to BUDGET!
  13. 25. The B in BE GREAT is BUDGET <ul><li>Budget: can you market for free? </li></ul><ul><li>In all marketing and in everything in the world. </li></ul><ul><li>There are only three things. </li></ul><ul><li>Money, </li></ul><ul><li>Time, </li></ul><ul><li>Effort / Energy / Love. </li></ul><ul><li>First thing, you must do as a GREAT marketeer is work out is which one do you have the most of? </li></ul>
  14. 26. Money
  15. 27. Time
  16. 28. Love
  17. 29. The B in BE GREAT is BUDGET <ul><li>Budget: can you market for free? </li></ul><ul><li>Any one who tells you, you can is selling something. </li></ul><ul><li>Today is not about selling anything. </li></ul><ul><li>And as talking about that – what is the difference between marketing and sales? </li></ul><ul><li>Answer in. </li></ul><ul><li>So how do you work out your marketing budget? </li></ul>
  18. 30. It’s all about ROI. <ul><li>ROI is Return on Investment. </li></ul><ul><li>How many times would you give me £1. </li></ul><ul><li>IF.... </li></ul><ul><li>I gave you £10 in return? </li></ul><ul><li>Simple isn’t it? </li></ul><ul><li>As many times as you could get the £1 to me. </li></ul><ul><li>This is modern marketing. </li></ul><ul><li>Modern marketing must be you GIVE first. </li></ul>
  19. 31. So what can you give? <ul><li>Ever strategy will take something differently. </li></ul><ul><li>Social media is HOT, HOT, HOT today. </li></ul><ul><li>What does it take? </li></ul><ul><li>Some people think you should do radio ads? </li></ul><ul><li>What do they take? </li></ul><ul><li>And others think you should ‘press the flesh’ </li></ul><ul><li>What does that take? </li></ul><ul><li>Today, we cannot do strategies for you. </li></ul>
  20. 32. However: And:
  21. 33. Question Time. Any questions? Cool if not.
  22. 34. Entrepreneurial Mindset The E in Great Marketing Is Emotions or Entrepreneurs I tweet about this all the time. Go find me on
  23. 35. It’s all to do with our Emotions. <ul><li>Our emotions and our thoughts control our destiny. </li></ul><ul><li>Especially when it comes to our marketing. </li></ul><ul><li>We have to realise that marketing is emotional. </li></ul><ul><li>Each moment, each decision, is emotional. It is NOT logical. </li></ul><ul><li>Do people buy things on wants / desires? </li></ul><ul><li>Or their needs / fears...? </li></ul>
  24. 36. Question Time. Any questions? Cool if not.
  25. 37. Guerrilla Marketing The G in Great Marketing
  26. 38. Guerrilla Marketing <ul><li>Guerrilla Marketing – term invented by Jay Conrad Levinson – the man’s a genius </li></ul><ul><li>Love it – the basis of all great marketing and of my own great marketing in the past and the future. </li></ul><ul><li>In fact, it was only when e-marketing started to obey the basic principles of guerrilla marketing with social media and PPC did we as a company get involved in it again. </li></ul>
  27. 40. What is Guerrilla marketing? <ul><li>Think….. </li></ul><ul><li>Warfare…. </li></ul><ul><li>Who were known as Guerrilla Fighters? </li></ul><ul><li>Ninjas vs. Samurai, </li></ul><ul><li>The freedom fighters of Cuba, </li></ul><ul><li>The Viet cong vs. the Americans, </li></ul><ul><li>The Jedi knights vs.. the Imperial forces. </li></ul><ul><li>Basically those with no money vs. those with </li></ul><ul><li>Which ones are we…..? </li></ul>
  28. 41. Traditional Marketing vs. GM <ul><li>What would traditional marketing use? </li></ul><ul><li>Expensive </li></ul><ul><li>Newspaper adverts </li></ul><ul><li>Radio </li></ul><ul><li>TV </li></ul><ul><li>Billboards </li></ul><ul><li>SEO </li></ul><ul><li>Any thing that costs lots to impress </li></ul><ul><li>Anything which is meant to teach people to buy. </li></ul>
  29. 42. What would Guerrilla marketing use? <ul><li>Customer focused </li></ul><ul><li>Targeted Flyers </li></ul><ul><li>Shock tactics </li></ul><ul><li>PPC / Adwords </li></ul><ul><li>Direct response advertising </li></ul><ul><li>Competitions </li></ul><ul><li>Social networking </li></ul><ul><li>Anything which creates a positive emotional response, not just cheap stuff! </li></ul>
  30. 43. Guerrilla Marketing There are over 100 different guerrilla marketing principles, tactics and strategies.
  31. 44. Guerrilla Marketing Principle - Patience Strategy - Targeted Tactic – Using Psychology
  32. 45. What guerrilla marketing is not <ul><li>GM is not shocking people for the sake of it. </li></ul><ul><li>It is not doing something outside. </li></ul><ul><li>It is not doing something cheaply. </li></ul><ul><li>It is not mass advertising. </li></ul><ul><li>These are not the principles of guerrilla marketing. </li></ul><ul><li>GM doesn’t have to be small either. </li></ul><ul><li>And Great Guerrilla Marketing is not just cheap. </li></ul>
  33. 47. GMW is NOT <ul><li>When it’s mainly about you. </li></ul><ul><li>When you think it’s cool. </li></ul><ul><li>Something new for new’s sake. </li></ul><ul><li>BUT if it gets you into the NEWS then its great. </li></ul><ul><li>We going to talk to you about PR stuff later. </li></ul><ul><li>Check out these and think which ones are GM and which ones just clever adverts. </li></ul>
  34. 48. Are these Guerrilla Marketing?
  35. 49. Question Time. Any questions? Cool if not.
  36. 50. Guerrilla Marketing Principle - Patience Strategy - Targeted Tactic – Using Psychology
  37. 51. Target demographic – is NOT everyone <ul><li>Remember the old 80 / 20 rule. </li></ul><ul><li>80% of your money will come from 20% of your customers / products / services. </li></ul><ul><li>Don’t quote me on it – as gets down to about 30 / 70 with some web companies but its a good rule of thumb. </li></ul><ul><li>Ok think about that with your own business. </li></ul><ul><li>And then think about Guerrilla Marketing! </li></ul>
  38. 52. Guerrilla marketing (GM) <ul><li>What is the most important quality for a GM? </li></ul><ul><li>According to the fore father (Jay Conan Livingston) it is </li></ul><ul><li>Patience….. </li></ul><ul><li>Why? </li></ul><ul><li>From total apathy to buying the product or service it takes 9 times… </li></ul><ul><li>The bad news is for every 3 times, your customer on average only listens only once. </li></ul><ul><li>Marketing could take up to 27 interactions. </li></ul>
  39. 53. If we are having to connect with someone many times, we MUST narrow down the number of people.
  40. 54. <ul><li>Who is your target demographic? </li></ul><ul><li>Have a think – or if you have been trading for a while go look at your figures. </li></ul><ul><li>Most people say – it’s everyone. </li></ul><ul><li>This is nonsense – look for your ideal customer – the one who loves you – comes back and BUYS from you. </li></ul><ul><li>Not the lookers – the buyers. </li></ul><ul><li>If B2B it could be type of businesses and buyers. </li></ul>So who is yours?
  41. 55. MY Question Time. So who is your target demographic?
  42. 56. Guerrilla Marketing We can do a whole webinar or face to face workshop on Guerrilla Marketing – you just ask the council.
  43. 57. Relationship Marketing The R in Great Marketing Not just with your potential customers. But also with the press.
  44. 58. The press <ul><li>If you want your company to be noticed by your customers a great way is to get into the press. </li></ul><ul><li>Have a think about what you like to read. </li></ul><ul><li>Seriously – take a pause and think about it. </li></ul><ul><li>Now think about where do you hear about stuff? </li></ul><ul><li>It’s different isn't it. </li></ul><ul><li>Of course, as we have some many new ways of getting our media. </li></ul><ul><li>So is it just the local rag you want to get into? </li></ul><ul><li>I would doubt it </li></ul>
  45. 59. The press <ul><li>24 out of 25 of the major world papers are in decline. And we all know why... </li></ul><ul><li>But does this mean it’s not a good time to go for the press? </li></ul><ul><li>All depends on your demographic! </li></ul><ul><li>So first ask them – go back to your drawing and say – what do you do? </li></ul><ul><li>Even after you do that – no matter what they answer – getting exposure in any media when you don’t pay for it is a simple equation. </li></ul>
  46. 60. The press equation <ul><li>The known and the unknown = coverage. </li></ul><ul><li>Or emotion plus emotion = exposure. </li></ul><ul><li>You could bring in gossip and secrets here as well. </li></ul><ul><li>But basically </li></ul><ul><li>You can use all emotions you have </li></ul><ul><li>Unashamedly </li></ul><ul><li>And this will get you into the press. </li></ul><ul><li>In time.... </li></ul><ul><li>As long as you do it right. </li></ul>
  47. 61. Richard B.
  48. 62. It doesn’t always work.
  49. 63. What changed? <ul><li>Then something changed and papers / radio / TV weren't the only way people consumed. </li></ul><ul><li>We all started using the net – a lot more. </li></ul><ul><li>We all know this. </li></ul><ul><li>But has this knowledge changed your relationship with someone really rather important. </li></ul><ul><li>The website editor..... </li></ul>
  50. 64. The website editor <ul><li>Who are you favourite website editors? </li></ul><ul><li>Who are the power houses in websites in your industry </li></ul><ul><li>Who reads what in your sector? </li></ul><ul><li>And more importantly who control what goes in it? </li></ul><ul><li>And even more importantly what do the search engines think about such sites? </li></ul><ul><li>You might find that a small database of perfected followers is better for sales than a spot on GMTV. </li></ul>
  51. 65. Who runs the show? <ul><li>How many links could you get? </li></ul><ul><li>This is also about SEO.... </li></ul><ul><li>Which is what we talk about next. </li></ul><ul><li>But have a think how many websites can you get on? </li></ul><ul><li>Think about their different values. </li></ul><ul><li>Their different page rank values for SEO. </li></ul><ul><li>Online PR is no longer just about who reads it – it’s about how this affects your SEO. </li></ul><ul><li>And your ‘online repudiation’ and your social graph. Who ‘likes’ what you write? </li></ul>
  52. 66. Question Time. Any questions? Cool if not.
  53. 67. Relationship Marketing We can do a whole webinar on online press and how to get into the papers – just ask the council.
  54. 68. Electronic Marketing The E in Great Marketing Thinking about SEO and PPC.
  55. 69. What about the Tinterweb? <ul><li>Ask Google what people are searching for: </li></ul><ul><li>What keywords are people searching for right now? </li></ul><ul><li>Researching your keywords </li></ul><ul><li>Google keywords analysis: </li></ul><ul><li> </li></ul><ul><li>SEO tool book </li></ul><ul><li> </li></ul><ul><li>You can also use things like: </li></ul><ul><li>WordTracker and Keyword Discovery – amongst others. </li></ul>
  56. 71. What about the Tinterweb? <ul><li>Ask Google what people used to search for: </li></ul><ul><li>What keywords are going up / going down? </li></ul><ul><li>Researching your keywords trends: </li></ul><ul><li>Google trends / zeitgeist: interesting </li></ul><ul><li> </li></ul><ul><li>New is Google insights: even more fun </li></ul><ul><li> </li></ul>
  57. 74. I know! But this is relevant to all industries! As it shows you more information in a minute – than we used to get in a year!
  58. 75. Behind the basics <ul><li>Everyone has a website </li></ul><ul><li>That’s kinda the problem. </li></ul><ul><li>What do have on your site? </li></ul><ul><li>First read – The Big Red Fez </li></ul><ul><li>It covers the basic brilliantly. </li></ul><ul><li>But do remember </li></ul><ul><li>You have seven seconds. </li></ul><ul><li>Warmth. </li></ul><ul><li>Pictures. </li></ul><ul><li>Smiles. </li></ul><ul><li>Make it easy. </li></ul><ul><li>What do you want them to do. </li></ul><ul><li>It’s all about the funnel. </li></ul>Copyright Great Marketing Works 2009 (c)
  59. 76. Key ones you can change today <ul><li>Use keywords in your meta data. </li></ul><ul><li>Use keywords in your copy (at a rate of 4 – 7%) </li></ul><ul><li>How often do you change your content? </li></ul><ul><li>Why is this important? </li></ul><ul><li>What do the google bots do? </li></ul><ul><li>Recent (freshness) of Page Creation </li></ul><ul><li>How can you create more pages? </li></ul><ul><li>How can you change your content? </li></ul><ul><li>The Power or otherwise of Blogs. </li></ul><ul><li>You should all be blogging. </li></ul>Copyright GMW 2010 © for hand out notes email [email_address]
  60. 77. Adwords (PPC) Copyright Great Marketing Works 2009 (c)
  61. 78. PPC adverts: where are they?
  62. 79. Other PPC mechanisms Yahoo and Microsoft also do PPC. And not very many people use it  Why is that good?
  63. 80. Our advert
  64. 81. Microsoft’s version: Adcentre
  65. 82. Our different keyword costs
  66. 83. Our advert for Yahoo
  67. 84. Yahoo’s PPC centre
  68. 85. Our keywords for Yahoo
  69. 86. Other PPC mechanisms Even Facebook and other social networking sites have PPC functions Copyright GMW 2010 © for hand out notes email [email_address]
  70. 87. Ok take a 10 second rest Here we go
  71. 88. Electronic Marketing The E in Great Marketing Thinking about SEO and PPC. We can do a full webinar on this Just you ask the council.
  72. 89. Active Marketing The A in Great Marketing (otherwise known as social media)
  73. 90. There are so many to mention: Check out and Google this. Today, we will cover the big 4.
  74. 91. Is it all just lovely? How big is facebook now? Copyright GMW 2010 © for hand out notes email [email_address]
  75. 92. Stats time. Facebook. <ul><li>Years to Reach 50 millions Users:  </li></ul><ul><li>Radio (38 Years), </li></ul><ul><li>TV (13 Years), </li></ul><ul><li>Internet (4 Years), </li></ul><ul><li>iPod (3 Years)… </li></ul><ul><li>Facebook added 100 million users in less than 9 months… </li></ul><ul><li>  If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia. </li></ul>
  76. 93. Who uses Facebook? The fastest growing segment on Facebook is 55-65 year-old females
  77. 95. More on facebook. <ul><li>Who here never wanted a facebook page? </li></ul><ul><li>Who here has now got one? </li></ul><ul><li>Welcome to the world. </li></ul><ul><li>Who is using theirs for the themselves. </li></ul><ul><li>For their brand? </li></ul><ul><li>Can you have a facebook fan page? </li></ul><ul><li>Can you have a facebook company page? </li></ul><ul><li>Can you have both? </li></ul><ul><li>What are you doing to help facebook? </li></ul><ul><li>Who here has videos on their facebook page? </li></ul>
  78. 96. How will you
  79. 100. More on youtube. <ul><li>If a picture is a 1000 words what is a 30 second movie? </li></ul><ul><li>People believe videos – especially when homemade more than high end adverts – why? </li></ul><ul><li>Today Google looks at the real estate of youtube very seriously for your SEO strategy. </li></ul><ul><li>Check out the images and videos on your next search – often they are above the fold. </li></ul><ul><li>Why is this? </li></ul><ul><li>How can you maximise the effectiveness therefore? </li></ul>
  80. 101. Copyright GMW 2010 © for hand out notes email [email_address]
  81. 102. Stats time. Linkedin. <ul><li>One third of UK professionals now have an online professional profile on LinkedIn </li></ul><ul><li>LinkedIn, the world’s largest professional network with over 70m members worldwide. </li></ul><ul><li>LinkedIn numbers: </li></ul><ul><li>4m: UK members </li></ul><ul><li>15m: European members </li></ul><ul><li>25%: of FTSE 100 companies hire through LinkedIn </li></ul><ul><li>50%: of Fortune 100 companies hire through LinkedIn </li></ul><ul><li>1 professional joined LinkedIn worldwide every second </li></ul><ul><li>1m: professionals joining LinkedIn every 12 days </li></ul><ul><li>1bn: people searches on LinkedIn last year </li></ul><ul><li>500,000: LinkedIn groups </li></ul><ul><li>Is this part of your social networking strategy? </li></ul>
  82. 104. Stats time. Twitter. <ul><li>Twitter Usage In America: 2010 - its important to note all this - as this is what will happen over hear in a year’s time - so be warned. </li></ul><ul><li>  Awareness of Twitter has exploded from 5% of Americans 12+ in 2008 to 87% in 2010 (by comparison, Facebook’s awareness is 88%) </li></ul><ul><li>Twitter trails Facebook significantly in usage: 7% of Americans (17 million persons) actively use Twitter, while 41% maintain a profile page on Facebook. </li></ul><ul><li>  51% of active Twitter users follow companies, brands or products on social networks </li></ul><ul><li>Nearly two-thirds of active Twitter users access social networking sites using a mobile phone </li></ul>
  83. 105. 7 biggest mistakes for Twitter. <ul><li>The Power of the Profile </li></ul><ul><li>Survey says the main reason for following is a compelling bio (67%) and good tweets (30%). </li></ul><ul><li>Basic do not do’s: </li></ul><ul><li>NO PHOTO! (Geez) - Pictures – should stand out – from experience should be of you. </li></ul><ul><li>Uninteresting tweets – we will about how to get them interesting later on. </li></ul><ul><li>Generic bio - WIIFM. What benefit do I get if I follow you? What kind of tweets are you promising them? </li></ul><ul><li>Boring background – jazz it up a little – use a professional or a free one – just use one. </li></ul><ul><li>317 name - Make sure your name – means something </li></ul><ul><li>Snobbery – follow those who follow you! </li></ul><ul><li>Unbalanced ratio – which brings us nicely into ANTI – SPAMMING laws. </li></ul>
  84. 107. Stats: Mobile
  85. 108. Question Time. Any questions? Cool if not.
  86. 109. Active Marketing We can do a whole webinar / workshop in social media. You just ask the council.
  87. 110. Together Marketing The T in Great Marketing (otherwise known as bringing it all together in a integrated strategy)
  88. 111. Together <ul><li>Ok it’s been a whistle stop tour on: </li></ul><ul><li>Guerrilla marketing </li></ul><ul><li>Relationship marketing </li></ul><ul><li>E – marketing </li></ul><ul><li>And Active marketing </li></ul><ul><li>Covering online and offline marketing and a whole host of new ideas and classics to help you succeed with your marketing. </li></ul>
  89. 112. Together <ul><li>Believe you me – just doing a few of them will support your business </li></ul><ul><li>Doing all of them will really help your business </li></ul><ul><li>And doing all of them in a strategic plan will transform your business </li></ul><ul><li>And it is this last part – this togetherness idea which is the MOST important part. </li></ul><ul><li>So let’s get on with it.... </li></ul>
  90. 113. Together <ul><li>To get to the BIG picture </li></ul><ul><li>We need the baby steps first. </li></ul><ul><li>To become GREAT – we must obey the laws of Greatness. </li></ul><ul><li>We must be </li></ul><ul><li>Remarkable </li></ul><ul><li>Of outstanding significance or importance. </li></ul><ul><li>Chief or principal. </li></ul><ul><li>Powerful; influential or distinguished. </li></ul><ul><li>To do so we must bring everything together. </li></ul>
  91. 114. Together <ul><li>Great marketing – is greater than a sum of all it’s parts. </li></ul><ul><li>This is not just a multiplier effect. </li></ul><ul><li>It is how psychology works – without rapport – a feeling of connection – which must be got through continual or special marketing – you cannot move people psychologically to buy anything. </li></ul><ul><li>Now a days people need a least four or five touch points before they make a connection or purchase. </li></ul><ul><li>This has HUGE implementations for marketing. </li></ul>
  92. 115. MY Question to you. How many strategies do you have?
  93. 116. What’s the real process?
  94. 117. A....... I............... D......... A......... Buying Apathy
  95. 118. The AIDA – RRR principles <ul><li>A – awareness </li></ul><ul><li>I – interest </li></ul><ul><li>D – desire </li></ul><ul><li>A – action </li></ul><ul><li>Then our three R’s (our USP in training) </li></ul><ul><li>- R - Reward </li></ul><ul><li>- R - Recommendation </li></ul><ul><li>- R - Referral </li></ul><ul><li>Gives you a Retention programme  </li></ul>Copyright 2010 ©
  96. 120. Huge thanks to...
  97. 121. Tell them which webinars you want – if you want them all. Email: [email_address]
  98. 122. The choices: <ul><li>Guerrilla marketing – and how to make more money with clever ideas. </li></ul><ul><li>Relationship marketing – and how to get the most out of the press to obtain free advertising. </li></ul><ul><li>Electronic marketing – and your website and getting more traffic to it to make more money. </li></ul><ul><li>Active marketing – using new social media and networking to gain the upper hand. </li></ul><ul><li>Togetherness marketing – bringing it all together in a plan for you to save you time. </li></ul><ul><li>And you can have either: </li></ul><ul><li>Face to face workshops – ½ day </li></ul><ul><li>Webinars – 2 hours. </li></ul>Copyright 2010 ©
  99. 123. Tell them which webinars you want – if you want them all. Email: [email_address]
  100. 124. Bonus if we have
  101. 125. Are you a BIG picture person? As entrepreneurs we tend to be. Today we want to make sure you have some...
  102. 130. Which one are you? Where are you on your path? Where do you want to be? How can you become GREAT?
  103. 131. Email me for the notes on [email_address]
  104. 132. What is GREATness?
  105. 137. for everyone
  106. 153. So it's all about VALUE Have VALUES and BE GREAT. Communicate values through your brand. Make sure your team shares them. Know your own VALUE – you are amazing.
  107. 154. Time’s up!