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Marketing on the “Cheap”      The Good News & The Bad NewsMelinda A. Caughill, Vice President of Marketing & Strategy
Is “cheap” marketing    right for you?Every marketing strategy — cheap or not —has BENEFITS...                     ... and...
The best way to      choose “cheap”1. Start by taking a look at your organization.     How well do you KNOW YOUR AUDIENCE?...
2. Compare your organizations needs with   the fundamental elements needed for a   successful marketing campaign.         ...
The “Cheap” Options•   Social Media/Web 2.0•   Guerilla Marketing•   Search Engine Optimization•   Paid Search Advertising...
Social Media/Web 2.0        What is it?A category of web sites that isbased on user participation and   user-generated con...
Social Media/Web 2.0               What is it?Blogs (Web Logs) • Mass marketed with   BlogSpot,WordPress,   and eBlogger •...
Social Media/Web 2.0                   What is it?PodcastingAudio or video programs thatare educational, informational,pro...
Social Media/Web 2.0                     What is it?Micro-Blogs • Twitter –   A cross between texting,   online chatting, ...
Social Media/Web 2.0                 What is it?Social Networking • Personal sites like   Facebook, MySpace • Professional...
Social Media/Web 2.0               What is it?Social News • User-submitted • User-ranked
Social Media/Web 2.0                 What is it?User Reviews • On sites devoted to   only user reviews • On sites selling ...
Social Media/Web 2.0           What is it?User ProvidedContent • Wikis • Video
Social Media/Web 2.0The Good News •     Participation is free •     Reach a wide audience     Message spreads virally •   ...
Social Media/Web 2.0     The Bad News •     Difficult to target •     Very hard to measure ROI •     Successful participati...
Social Media/Web 2.0  Suggestions for Use   •   Start by just “listening”   •   Try it for:        ✴   Public Relations   ...
Search Engine Optimization              What is it? The process of improving the volume and quality of traffic to a web sit...
Search Engine Optimization   “Natural” or “Organic” Search Rankings
Search Engine Optimization      How do you do it?    • Identify   your AUDIENCE    • Determine    your KEYWORDS    • Write...
Search Engine Optimization            How do you do it? Learn more at:  •   podcast.neo1seo.com  •   www.seomoz.org Or:  •...
Search Engine Optimization   The Good News   •       Highly targetable   •       Once completed, it works for       you 24...
Search Engine Optimization       The Bad News   •       You must know       your audience   •       Can require programmin...
Search Engine Optimization          Suggestions for Use •   If a majority of your target audience is     online, begin an ...
Paid Search Advertising             What is it?A method of placing text advertisements onweb pages showing search engine q...
Paid Search Advertising
Paid Search Advertising The Good News •     Highly targetable •     Sell, sell, sell •     Whether your budget is $1 or $1...
Paid Search Advertising     The Bad News •     Don’t bother if you     have a substandard a web site •     Understanding, ...
Paid Search Advertising          Suggestions for Use•   When you can’t seem to get a good organic    ranking, paid search ...
Other “Cheap” Mediums The more traditional options:    •   Public Relations    •   Email Marketing    •   Networking    • ...
Thank you!Melinda A. Caughill, Vice President of Marketing & Strategy
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"Marketing on the Cheap... The Good & Bad News"

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Every marketing strategy, from television advertising to a Twitter feed, has benefits and drawbacks. Television advertising may cost a lot, but you'll get any results you're going to receive - quickly. Whereas a Twitter feed is going to take a lot of time and attention over a long period of time to see any measurable results. It's all about understanding if you have more time than money, more talent than money, or more money than time & talent. Use this presentation to guide you through the some of the most powerful "cheap" marketing options.

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Transcript of ""Marketing on the Cheap... The Good & Bad News""

  1. 1. Marketing on the “Cheap” The Good News & The Bad NewsMelinda A. Caughill, Vice President of Marketing & Strategy
  2. 2. Is “cheap” marketing right for you?Every marketing strategy — cheap or not —has BENEFITS... ... and DRAWBACKS.
  3. 3. The best way to choose “cheap”1. Start by taking a look at your organization. How well do you KNOW YOUR AUDIENCE? What is your MARKETING BUDGET? Do you have TIME TO DO THE WORK? Do you have the SKILLS TO DO THE WORK? Does your marketing have a DEADLINE?
  4. 4. 2. Compare your organizations needs with the fundamental elements needed for a successful marketing campaign. SELECT A TARGET AUDIENCE CRAFT A COMPELLING OFFER DEVELOP A CAMPAIGN CONCEPT WRITE YOUR COPY DESIGN YOUR PIECE PRODUCE YOUR PIECE DELIVER YOUR PIECE MEASURE THE RESULTS
  5. 5. The “Cheap” Options• Social Media/Web 2.0• Guerilla Marketing• Search Engine Optimization• Paid Search Advertising• Public Relations • Cold Calling• Email Marketing • Simple Direct Mail• Networking • Ask for Referrals
  6. 6. Social Media/Web 2.0 What is it?A category of web sites that isbased on user participation and user-generated content.
  7. 7. Social Media/Web 2.0 What is it?Blogs (Web Logs) • Mass marketed with BlogSpot,WordPress, and eBlogger • Personal Blogs • Business Blogs
  8. 8. Social Media/Web 2.0 What is it?PodcastingAudio or video programs thatare educational, informational,promotional, entertaining, etc.
  9. 9. Social Media/Web 2.0 What is it?Micro-Blogs • Twitter – A cross between texting, online chatting, and blogging
  10. 10. Social Media/Web 2.0 What is it?Social Networking • Personal sites like Facebook, MySpace • Professional sites like LinkedIn, Plaxo
  11. 11. Social Media/Web 2.0 What is it?Social News • User-submitted • User-ranked
  12. 12. Social Media/Web 2.0 What is it?User Reviews • On sites devoted to only user reviews • On sites selling products
  13. 13. Social Media/Web 2.0 What is it?User ProvidedContent • Wikis • Video
  14. 14. Social Media/Web 2.0The Good News • Participation is free • Reach a wide audience Message spreads virally • Impress business peers Attract media attention
  15. 15. Social Media/Web 2.0 The Bad News • Difficult to target • Very hard to measure ROI • Successful participation takes a great deal of time • Use caution when making a sales pitch
  16. 16. Social Media/Web 2.0 Suggestions for Use • Start by just “listening” • Try it for: ✴ Public Relations ✴ Audience Research ✴ Customer Relations ✴ Test Marketing
  17. 17. Search Engine Optimization What is it? The process of improving the volume and quality of traffic to a web site from search engines via “natural” or “organic” search results.
  18. 18. Search Engine Optimization “Natural” or “Organic” Search Rankings
  19. 19. Search Engine Optimization How do you do it? • Identify your AUDIENCE • Determine your KEYWORDS • Write PAGE TITLES • Create HEADINGS • Utilize INTERNAL LINKING • Employ IMAGE TAGS • Use BOLD & ITALIC TEXT
  20. 20. Search Engine Optimization How do you do it? Learn more at: • podcast.neo1seo.com • www.seomoz.org Or: • Sign up for “7 Simple Steps to Basic Search Engine Optimization” at www.third-person.net
  21. 21. Search Engine Optimization The Good News • Highly targetable • Once completed, it works for you 24/7/365 – absolutely free • Sell, sell, sell • The results are easily tracked with free web site analytics software
  22. 22. Search Engine Optimization The Bad News • You must know your audience • Can require programming skills • Learning, testing, and monitoring SEO can be time consuming • Search engines work on their own schedules – not yours
  23. 23. Search Engine Optimization Suggestions for Use • If a majority of your target audience is online, begin an SEO program now • When you create a new web site or redesign an existing site, engage in SEO • If you have someone on staff who has basic programming skills, involve this person in SEO • Beware of any SEO provider that promises 1st page results fast
  24. 24. Paid Search Advertising What is it?A method of placing text advertisements onweb pages showing search engine queryresults. Ads can also be placed on other websites publishing related content.
  25. 25. Paid Search Advertising
  26. 26. Paid Search Advertising The Good News • Highly targetable • Sell, sell, sell • Whether your budget is $1 or $1,000, you only pay when you get clicks. • The results are easily tracked with search engine analytics programs • Get on the first page of search results today.
  27. 27. Paid Search Advertising The Bad News • Don’t bother if you have a substandard a web site • Understanding, monitoring, and adjusting a paid search campaign can be very time consuming
  28. 28. Paid Search Advertising Suggestions for Use• When you can’t seem to get a good organic ranking, paid search allows you to have a place on the first pages of search results.• Use unique ads, landing pages, and offers for each unique target audience.• Test... tweak... repeat• Forget trying to get a #1 ranking. Shoot for being 4 or 5 on page 1. You’ll pay a lot less for the same results.
  29. 29. Other “Cheap” Mediums The more traditional options: • Public Relations • Email Marketing • Networking • Cold Calling • Simple Direct Mail • Ask for Referrals
  30. 30. Thank you!Melinda A. Caughill, Vice President of Marketing & Strategy
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