Marketing, Advertising & PR on a Tight Budget

Marketing, Advertising & PR on a Tight Budget New England Xpo for Business May 18, 2010

3 basic truths: 2

1 People prefer doing business with people/companies that they know and like. 3

2 We are constantly bombarded by marketing messages —and we’re getting pretty damn good at tuning them out. 4

3 “Hope” is not a good marketing strategy. 5

3 basic questions: 6

1 Does your product/service market itself? We don’t recommend this.! 7

2 Are you making it insanely easy for your fans to tell the world how awesome you are? 8

3 What are you doing to build and maintain momentum? 9

A few great examples: 10

Case Study  Before 451 Marketing:   Website was simply an “online brochure”   Leads received from website = ZERO   Minimal positive press   Web trafﬁc = 4,500 visitors/month 11

451 Marketing Approach: •  Search (paid and natural) marketing •  Public relations •  Search-leveraged public relations •  Social media marketing •  Content development 12

451 Marketing Approach (continued): •  Setup (in)efficient frontiers Blog •  http://inefficientfrontiers.wordpress.com/ •  Created LinkedIn Group “New England CFO’s” •  setup Facebook recruiting page •  Pitched firm’s thought leaders to targeted media outlets •  Began paid online campaign •  Distributed search-optimized press releases •  Distributed content through social media channels 13

Results: •  Blog receives almost 2,000 visitors/month •  Website trafﬁc almost doubled •  Tremendous media coverage! •  The Boston Globe, BusinessWeek, Boston Business Journal, New York Times, Forbes & many others •  1st page search results for their top 20+ keywords. 14

Results (continued): •  2008 Q4 was one of their best for new business engagements •  Over $2 Million in business during December and January •  15-30 leads/mo. through website 15

Consultec Moving Notice   Attention-worthy & fun!   A “keepsake” vs. a throw-away   Rave reviews & lots of buzz 16

Samsung Telus Campaign   “Experience” vs. advertising   Activated both traditional media & word-of-mouth buzz 17

More low/no cost ideas: 18

Website/blog •  Encourage/facilitate sharing with social bookmark links (Digg, Tweet, Buzz, etc.) •  Start blogging! •  Create & share content (posterous.com is a great, easy tool for this!) •  Is your customer base always on the road? Make sure your website/blog is optimized for mobile devices. •  Offer >1 way to connect (RSS, social proﬁles, mobile alerts, etc.) 19

Video, audio & other media •  Experiment with video press releases (don’t replace text, just add video). •  Create shareable, shareworthy content—not just about your product/service (that’s just an ad!), but about relevant topics your customers care about. •  Make great decks? Share them on Slideshare and/or Scribd.com. •  Experiment with live video via sites like uStream.tv or Qik on a cell phone. •  Make sure all your videos and media are embeddable and shareable. 20

Social Networks •  Identify existing communities, social networks, and forums that will be interested in your product / service—and build relationships on their turf. •  Start a community group on Facebook, Ning, MySpace or LinkedIn. •  Use Twitter as a way to show your company’s personality, ﬁnd and connect with potential and existing customers and fans, and engage them in conversation. •  Experiment with Flickr and/or YouTube groups to build media for speciﬁc events. •  Find bloggers and podcasters whose work you admire, and engage them in an authentic, relevant way. 21

Monitoring (aka “listening”) •  Use conversation monitoring tools to glean how people are talking about your product/service/brand. •  Search Twitter for customer insights on your product, competitors, and industry. •  Look beyond trafﬁc volume. Where are people are coming from and what are they responding to? •  Track your inbound links and when they come from blogs, be sure to comment on a few posts and build a relationship with the blogger. •  Turn complaints and negative posts into victories by genuinely addressing the issues and grievances in a public forum. 22

Foursquare & Location-Based Services •  Is your business on Foursquare? It should be. •  Engage with the people who “check in.” Reward them with special offers, coupons, badges, “shout outs” etc. •  Consider running a campaign via Gowalla or SCVNGR. 23

Inﬁltrate Now! www.brandinﬁltration.com

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Marketing, Advertising & PR on a Tight Budget

by Marta Kagan on May 18, 2010

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Marketing, Advertising & PR on a Tight Budget — Presentation Transcript