Bath coffee festival '30 marketing tips'

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Business Link's Dev Chakraborty presentation on 30 marketing tips including Facebook and LinkedIn.

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Bath coffee festival '30 marketing tips'

  1. 1. The Bath Coffee Festival Business Breakfast Thursday 19 th May, 2011 “ 30 Marketing Tips”
  2. 2. CIM Definition Of Marketing <ul><li>The management process responsible for identifying, anticipating and satisfying customer requirements profitably </li></ul>
  3. 3. An (Old) Definition Of Marketing <ul><ul><li>If you can get the Mayor to laugh about it – that’s PR </li></ul></ul><ul><li>And if you planned the whole thing – that’s Marketing !! </li></ul><ul><ul><li>The circus is coming to town! </li></ul></ul><ul><ul><li>If you paint a sign saying: “Circus coming to the fairgrounds this Sunday” – that’s Advertising </li></ul></ul><ul><ul><li>If you paint the sign on the back of an elephant and walk it through town – that’s a Promotion </li></ul></ul><ul><ul><li>If the elephant walks through the Mayor’s flower bed – that’s Publicity </li></ul></ul>
  4. 4. Marketing Today <ul><ul><li>In the modern world, we could add: </li></ul></ul><ul><ul><li>If you spread the word via your website or blog, or using Facebook and Twitter, perhaps on your iPhone – that’s Social and Digital Media! </li></ul></ul>
  5. 5. Market Research <ul><li>What do you think your customers think about you and your business?? </li></ul><ul><li>Find out what they really think </li></ul><ul><li>Focus groups </li></ul><ul><li>Mystery shopper </li></ul><ul><li>Surveymonkey.co.uk </li></ul><ul><li>SWOT analysis </li></ul>
  6. 6. The Future Of Web Design <ul><li>Build your own website, zero experience required </li></ul><ul><li>www.moonfruit.com </li></ul><ul><li>Add pictures, audio, video </li></ul><ul><li>Track website traffic </li></ul><ul><li>Built-in SEO </li></ul><ul><li>Free of charge! (as long as you update it once every 6 months) </li></ul>
  7. 7. Free Listings <ul><li>www.yell.com </li></ul><ul><li>www.thomsonlocal.com </li></ul><ul><li>www.freeindex.co.uk </li></ul><ul><li>www.gumtree.com </li></ul><ul><li>www.hotfroguk.co.uk </li></ul><ul><li>Diary date to revisit sites every 6 months </li></ul>
  8. 8. Video Footage <ul><li>Adding video to your website boosts your Google ranking. </li></ul><ul><li>60”/90” introduction to your company </li></ul><ul><li>Virtual tour......meet the team......client testimonials </li></ul><ul><li>Promote in your email signature, Facebook, E-newsletter... </li></ul><ul><li>Upload to YouTube </li></ul>
  9. 9. File Conversion <ul><li>Ever wanted to convert files without the need to download software? </li></ul><ul><li>You can change almost any file to almost any other: </li></ul><ul><li>Word doc to a PDF? Excel file to a jpeg? </li></ul><ul><li>www.zamzar.com </li></ul><ul><li>It works with most document, video and music files: </li></ul><ul><li>.rtf; .docx; .doc; .ods; .odt; .ppt; .pptx; .odp; .wpd; .ps; .pub; .xls; .xlsx; .cvs; .wps … </li></ul><ul><li>FREE OF CHARGE! </li></ul>
  10. 10. Client Referrals <ul><li>Word of mouth is the best form of advertising! </li></ul><ul><li>Let your happy customers spread the word </li></ul><ul><li>Simple postcard design – referral details on the back </li></ul><ul><li>£25 M&S voucher, bottle of champagne, petrol voucher, etc. </li></ul><ul><li>Memory jogger, e.g. Sky TV </li></ul>
  11. 11. Get Feedback On Your Website <ul><li>Bounce rates are one of the biggest problems for web designers. Visitors to your site need to be able to see what it’s all about in the first 5 seconds – if they can’t, the chances are that they will leave. </li></ul><ul><li>Test whether your design is clear and easy to understand: www.fivesecondtest.com </li></ul><ul><li>Your website is revealed to volunteers for 5 seconds </li></ul><ul><li>The community of web designers will give you feedback </li></ul><ul><li>FREE OF CHARGE! </li></ul>
  12. 12. Who Are You? What Are You? <ul><li>If your business was a car, what exactly would it be?! </li></ul><ul><li>Mercedes? Vauxhall? Aston Martin? Kia? </li></ul><ul><li>A 30-year-old, rusty Trabant? </li></ul><ul><li>Do your staff/customers share your opinion? </li></ul>
  13. 13. How Others View Your Website <ul><li>Type your website address into the main box, choose the size that you want to investigate, and click ‘go’ </li></ul><ul><li>It launches a new browser that shows your website in the exact size you specified </li></ul><ul><li> FREE OF CHARGE! </li></ul><ul><li>Did you know each user sees a slightly different amount of each website? Computers have lots of different screen sizes, and users set up their browsers with a range of toolbars. </li></ul><ul><li>See how users actually view your website with </li></ul><ul><li>www.screen-resolution.com </li></ul>
  14. 14. Timing <ul><li>E-newsletters </li></ul><ul><li>Mailshots </li></ul><ul><li>January 1 st : new calendar year = new financial budgets </li></ul><ul><li>April 1 st : new financial year </li></ul><ul><li>Public Sector – use it or lose it! </li></ul>
  15. 15. Photos For Your Website <ul><li>Take images from your camera, and tried to use them on your website? Digital cameras produce massive, high-resolution images which will use up all your webspace allowance. </li></ul><ul><li>They will make your website slow to load, and drain the user’s bandwidth. </li></ul><ul><li>Resize your images with www.imagemerger.net </li></ul><ul><li>Just specify by what percentage you want your images reduced and the site will do the rest. </li></ul><ul><li>FREE OF CHARGE! </li></ul>
  16. 16. 99designs.com <ul><li>99designs is the #1 marketplace for ‘crowdsourced’ graphic design </li></ul><ul><li>Connecting 93,335 passionate designers from around the globe with small businesses who need design projects completed </li></ul><ul><li>Gold, Silver, Bronze or Custom prices </li></ul><ul><li>Create a design brief, i.e. what you need designed </li></ul><ul><li>Designers then submit concepts to compete for your prize. Be sure to provide continual feedback to help the designers deliver a concept you love </li></ul><ul><li>At the completion of your contest, you'll need to pick your favourite design and award a winner. You'll then receive the final design along with copyright to the original art work </li></ul>
  17. 17. www.bigstockphoto.com <ul><li>BigStockPhoto is your fast, easy-to-use marketplace for quality stock images </li></ul><ul><li>It offers over 4 million royalty-free photographs and illustrations from talented photographers and artists around the globe </li></ul>
  18. 18. Facebook
  19. 19. <ul><li>Launched 2004, currently 600 million+ users </li></ul><ul><li>Not the leading social network in Russia, China or Japan </li></ul><ul><li>Current value $150 billion?! </li></ul><ul><li>Average number of friends is 130 </li></ul><ul><li>Advertising opportunities, eg Leigh Court wedding venue – ‘Single’ to ‘Engaged ’ </li></ul>
  20. 20. <ul><li>Keep your personal profile separate from your business profile </li></ul><ul><li>Be personal and authentic </li></ul><ul><li>Make it interesting, don’t always be commercial, add industry specific news </li></ul><ul><li>Add video footage </li></ul><ul><li>Add your Facebook URL to your email signature, business cards, etc. </li></ul>
  21. 21. <ul><li>Carefully phrase your status updates </li></ul><ul><li>Post your E-newsletter subscription information </li></ul><ul><li>Integrate Twitter feeds... NB can be overwhelming! </li></ul><ul><li>Set Google analytics on your Facebook page </li></ul><ul><li>Incentives for fans </li></ul>
  22. 22. LinkedIn <ul><li>Over 90 million professionals use LinkedIn to exchange information, ideas and opportunities: </li></ul><ul><li>Stay informed about your contacts and industry </li></ul><ul><li>Find the people and knowledge you need to achieve your goals </li></ul><ul><li>Adds 1 million new members every 12 days </li></ul>
  23. 23. <ul><li>Add a photo: people buy people </li></ul><ul><li>Join industry-specific groups </li></ul><ul><li>Join geographical groups: FSB, local Chambers, GWE Business West </li></ul><ul><li>Reply to threads, position yourself as the expert </li></ul><ul><li>Ask questions </li></ul>
  24. 24. <ul><li>Testimonials </li></ul><ul><li>Investigate your connections’ connections </li></ul><ul><li>Remember your manners! If you wouldn’t do it, say it or share it in person, don’t do it, say it or share it on LinkedIn </li></ul><ul><li>Create unique content yourself, e.g. a blog... share this on LinkedIn </li></ul><ul><li>Company profiles: keep your friends close... and your competitors closer still! </li></ul>
  25. 25. <ul><li>“ The next 50 years will see new forms of marketing, tailored in greater ways to our lifestyles. </li></ul><ul><li>“ Traditional advertising will remain on bus stops, through the iPhone, on television, via the internet and posted through our letterboxes. </li></ul><ul><li>“ But word-of-mouth marketing will forever be the most powerful way of persuading customers to join us. </li></ul><ul><li>“ It’s the product that really forms the future of marketing – as it has done in decades past.” </li></ul>
  26. 26. <ul><li>“ The next 50 years will see new forms of marketing, tailored in greater ways to our lifestyles. </li></ul><ul><li>“ Traditional advertising will remain on bus stops, through the iPhone, on television, via the internet and posted through our letterboxes. </li></ul><ul><li>“ But word-of-mouth marketing will forever be the most powerful way of persuading customers to join us. </li></ul><ul><li>“ It’s the product that really forms the future of marketing – as it has done in decades past.” </li></ul><ul><li>Sir Richard Branson </li></ul>
  27. 27. Thank You! <ul><li>Dev Chakraborty </li></ul><ul><li>Business Link </li></ul><ul><li>E: [email_address] </li></ul><ul><li>Slides available from: </li></ul><ul><li>www.businesslink.gov.uk/southwest/eventspresentations </li></ul>

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