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Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013
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Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013

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Whether your are marketing B2B or B2C, this presentation will help you with: …

Whether your are marketing B2B or B2C, this presentation will help you with:
-Targeting the Right Audience
-Marketing Techniques, On and Off-line, including networking, speaking, strategic partnering, social media and email marketing strategies to name a few!

Published in: Marketing, Business, Technology
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  • 1. BUILD IT GREEN WEBINAR JULY 30, 2013 MAUREEN LADLEY, LADLEY & ASSOCIATES CGBP, LEED AP Guerilla Marketing for Small Businesses Maureen@LadleyandAssociates.comFacebook.com/LadleyandAssociates
  • 2. Questions Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 3. Today’s Agenda Facebook.com/LadleyandAssociates 1. Targeting the Right Audience 2. Off-Line Marketing 3. On-Line Marketing 4. Questions Maureen@LadleyandAssociates.com
  • 4. Today’s Agenda Facebook.com/LadleyandAssociates 1. Targeting the Right Audience 2. Off-Line Marketing 3. On-Line Marketing 4. Questions Maureen@LadleyandAssociates.com
  • 5. Targeting the Right Audience Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com …whether you are marketing B2B or B2C.
  • 6. Know Your Customer Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 7. Know Your Customer LadleyandAssociates.comFacebook.com/LadleyandAssociates
  • 8. Client Persona Facebook.com/LadleyandAssociates  Fictional representations of your ideal client(s)  Facts are discovered through research into your ideal target client group through:  Surveys  Interviews  Asking  Expanded with educated speculation Maureen@LadleyandAssociates.com Source: HubSpot
  • 9. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 10. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 11. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 12. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 13. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 14. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 15. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 16. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 17. Today’s Agenda Facebook.com/LadleyandAssociates 1. Targeting the Right Audience 2. Off-Line Marketing 3. On-Line Marketing 4. Questions Maureen@LadleyandAssociates.com
  • 18. Off-Line Marketing Facebook.com/LadleyandAssociates  Networking  Events/Speaking  Partnering Maureen@LadleyandAssociates.com
  • 19. Off-Line Marketing - Networking Facebook.com/LadleyandAssociates  Still the #1 for new business for AEC firms  Stay top-of-mind  Build relationships Maureen@LadleyandAssociates.com
  • 20. Off-Line Marketing - Networking Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 21. Off-Line Marketing - Events/Speaking Facebook.com/LadleyandAssociates  Webinars  Capture names and email addresses  Topics and events at your business  Highly motivated people attend  Speak on your FAQ’s, or to a practice area  Make it a newsworthy open house and invite media  Speaking at organizations  Create a Speaker Sheet to email with who, what, why  Get business cards via drawing or other means Maureen@LadleyandAssociates.com
  • 22. Off-Line Marketing – Events on Location Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 23. Off-Line Marketing – Event Call-to-Action Facebook.com/LadleyandAssociates When marketing off-line, ask for a small action: • Drop business card to win • Like on Facebook • Sign-up for free eBook • Sign up for additional events Move leads, from whatever source, towards your marketing pipeline Maureen@LadleyandAssociates.com
  • 24. Off-Line Marketing - Partnering Facebook.com/LadleyandAssociates  Reduce Marketing Costs  Photography  Advertising  Events  Charity  Business Maureen@LadleyandAssociates.com
  • 25. Today’s Agenda Facebook.com/LadleyandAssociates 1. Targeting the Right Audience 2. Off-Line Marketing 3. On-Line Marketing 4. Questions Maureen@LadleyandAssociates.com
  • 26. On-Line Marketing Facebook.com/LadleyandAssociates  Inbound versus Outbound Marketing  Who’s on-line  Email capture for a valuable content offer  Ebooks  Webinars  Video Series  Social Media  LinkedIn  Facebook Maureen@LadleyandAssociates.com
  • 27. “Inbound Marketing” Explained Conventional Advertising “Inbound Marketing” Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 28. Who is On-Line? Facebook.com/LadleyandAssociates According to Pew Research: Everyone  82% of all American adults ages 18 and older say they use the Internet or email occasionally.  67% do so on a typical day.  53% of American adults age 65 and older use the Internet or email. Source: Pew Internet & American Life Project Maureen@LadleyandAssociates.com
  • 29. On-Line Marketing - Email Capture Facebook.com/LadleyandAssociates  Would you rather have your website traffic:  Come, then go? Or,  Leave their name and email address?  Offer something of value, earn the right to the visitor’s information  Ebooks (pdf)  Free Webinar  Video series Maureen@LadleyandAssociates.com
  • 30. On-Line Marketing -Email Capture Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 31. On-Line Marketing – Email Capture Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 32. On-Line Marketing – Email Capture Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 33. On-Line Marketing - Email/Enews Facebook.com/LadleyandAssociates And, take advantage of automated content:  Subscription confirmation  Welcome and introduction message  Timed content – enrollment, point-in-time, etc. Make an offer:  Free half hour telephone consultation Maureen@LadleyandAssociates.com
  • 34. On-Line Marketing - Social Media LadleyandAssociates.comFacebook.com/LadleyandAssociates Who uses social media? According to Pew Research: Most  66% of online adults use social media.  Higher percentages in younger ages, but…  72% 30-49  50% 50-64  34% 65+  69% of households earning $75,000+  69% vs 65%, Urban vs Suburban Source: Pew Internet & American Life Project
  • 35. On-Line Marketing - Social Media Facebook.com/LadleyandAssociates Where should you be? Where your customers are. As of August 2012:  66% of online adults use Facebook  20% use LinkedIn  16% use Twitter  12% of online adults say they use Pinterest  12% of online adults say they use Instagram  5% of online adults say they use Tumblr Maureen@LadleyandAssociates.com
  • 36. On-Line Marketing – Facebook Apps Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 37. On-Line Marketing – LinkedIn Portfolio Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  • 38. Social Media Facebook.com/LadleyandAssociates Create a plan  Interesting content  Position yourself as the expert  Share company’s work  Draw from other sources (aka curate)  Include Calls-to-Action  Attend events  Join groups  Sign-ups Maureen@LadleyandAssociates.com
  • 39. Questions Facebook.com/LadleyandAssociates Maureen Ladley (510) 238-0150 Maureen@LadleyandAssociates.com www.LadleyandAssociates.com Maureen@LadleyandAssociates.com

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