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Business Link's Leaner Meaner Marketing

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Business Link's leaner meaner marketing workshop presented by Dev Chakraborty.

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Business Link's Leaner Meaner Marketing

  1. 1. Leaner, Meaner Marketing
  2. 2. High Fidelity... ‘ Top 5 records...’
  3. 3. Today, we will be covering: <ul><li>Networking </li></ul><ul><li>Business cards </li></ul><ul><li>Time management </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>How to improve traffic to your website </li></ul><ul><li>E-newsletters </li></ul><ul><li>PR </li></ul><ul><li>Useful marketing websites </li></ul><ul><li>Creative marketing ideas </li></ul>
  4. 4. CIM Definition Of Marketing <ul><li>The management process responsible for identifying, anticipating and satisfying customer requirements profitably </li></ul>
  5. 5. 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>
  6. 6. 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>
  7. 7. 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>
  8. 8. 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>
  9. 9. How To Improve Traffic To Your Website
  10. 10. <ul><li>Get your site listed on directories </li></ul><ul><li>Get listed in search engines – submit your site (individually) to all the major search engines </li></ul><ul><li>Search Engine Optimisation – decide your ‘keywords’ </li></ul><ul><li>Search engines look for certain things – titles, headings, meta tags – so it is crucial to make sure your site is ‘search engine friendly’ </li></ul><ul><li>Add no more than 15 to 20 keywords to keep the search engines from flagging your site for keyword spamming </li></ul><ul><li>Use keywords at the beginning of sentences and higher up on the page </li></ul>
  11. 11. <ul><li>Get people with complementary sites to link to yours </li></ul><ul><li>Use offline marketing – promote your website in all your marketing </li></ul><ul><li>Provide useful resources on your website, resources that make people feel thankful that you put in the time and effort… and they’ll spread the word for you </li></ul><ul><li>Provide a subscription box to your E-newsletter on your most-viewed business website pages </li></ul>
  12. 12. E-Newsletters <ul><li>It costs six times more to make a sale to a new customer than to an existing one! </li></ul>
  13. 13. <ul><li>Frequency? Weekly, monthly, quarterly? </li></ul><ul><li>Objective? Customer retention, sales generation, PR? </li></ul><ul><li>Offer tips and advice </li></ul><ul><li>Case studies/client testimonials </li></ul><ul><li>Mailchimp.com less spam, reports </li></ul>
  14. 14. <ul><li>Keep it short... link to your website whenever possible </li></ul><ul><li>Data Protection - unsubscribe facility </li></ul><ul><li>Call to action </li></ul><ul><li>Include a ‘forward to a colleague’ call to action </li></ul><ul><li>Test, test, test! Email to Hotmail, Gmail, Outlook, Yahoo email accounts </li></ul>
  15. 15. Public Relations
  16. 16. <ul><li>Know your target market – what do they read? FT or The Sun? </li></ul><ul><li>Make sure your product or service is ready </li></ul><ul><li>Don’t forget local radio </li></ul><ul><li>Be clear and concise... so what?! </li></ul><ul><li>A picture speaks a thousand words </li></ul>
  17. 17. <ul><li>Deadline is king </li></ul><ul><li>Piggyback national/international stories </li></ul><ul><li>Always send to a named individual </li></ul><ul><li>Follow up… polite persistence </li></ul><ul><li>Explore possibility of a regular feature </li></ul>
  18. 18. 10 Useful Marketing Websites
  19. 19. 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>
  20. 20. 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>
  21. 21. 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>
  22. 22. 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>
  23. 23. 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>
  24. 24. Website Chat <ul><li>Offer live help to make more sales on your website. </li></ul><ul><li>Use simple live chat on your website </li></ul><ul><li>www.olark.com </li></ul>
  25. 25. Google Analytics <ul><li>Search Engine Optimisation </li></ul><ul><li>What? </li></ul><ul><li>How? </li></ul><ul><li>Reports, reports and more reports </li></ul>
  26. 26. 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>
  27. 27. 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>
  28. 28. Business Link.gov <ul><li>Fantastic small business resource: </li></ul><ul><li>Online articles </li></ul><ul><li>Workshops </li></ul><ul><li>Advice </li></ul>
  29. 29. 10 Creative Marketing Ideas Not To Forget…
  30. 30. Contra Deals <ul><li>Barter, barter, barter! </li></ul><ul><li>Double or triple your marketing budget without getting your cheque book out </li></ul><ul><li>Advertising – radio, newspapers, magazines, corporate hospitality, etc. </li></ul><ul><li>Photography, web design, graphic design, restaurant, training, etc. </li></ul><ul><li>… virtually any service! </li></ul>
  31. 31. 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>
  32. 32. Keep An Eye On The Competition <ul><li>Essential for success – their campaigns, news, changes in pricing or policies can affect your customers’ perceptions. </li></ul><ul><li>Stay ahead of the competition – pre-empt/react to their news: </li></ul><ul><li>Where do they advertise? </li></ul><ul><li>How do they advertise? </li></ul><ul><li>‘ Borrow’ good ideas! </li></ul>
  33. 33. 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>
  34. 34. 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>
  35. 35. Set Goals <ul><li>How do you eat an elephant?! </li></ul><ul><li>Set manageable goals </li></ul><ul><li>If the idea of selling 10,000 widgets a year overwhelms you, think of it as selling 27 widgets a day </li></ul><ul><li>Sales – cold calling </li></ul><ul><li>Just 5 calls a day = 100 per month = 1,200 per year </li></ul>
  36. 36. 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>
  37. 37. Joint Promotions <ul><li>Reach a whole new pool of potential customers for a very low cost – set up joint promotions with other small businesses: </li></ul><ul><li>Contact some non-competing small businesses serving customers in your market </li></ul><ul><li>Offer to publicise their products or services to your customers in exchange for their publicising your services to their customers </li></ul>
  38. 38. Measure Your Success <ul><li>Whatever activity you choose, set targets to measure the impact of your actions: </li></ul><ul><li>Monitor enquiries from a direct mail campaign </li></ul><ul><li>Increased hits to a website </li></ul><ul><li>Increased sign-up for your customer newsletter </li></ul>
  39. 39. Ebay Shop <ul><li>eBay founded in 1995 </li></ul><ul><li>Pay a monthly subscription fee (from £14.99 per month) </li></ul><ul><li>Each item you list in your eBay Shop incurs an Insertion Fee (from 20p) </li></ul><ul><li>If it sells, a Final Value Fee applies (average 8.5%) </li></ul>
  40. 40. Facebook
  41. 41. <ul><li>Launched 2004, currently 550 million+ users </li></ul><ul><li>Not the leading social network in Russia, China or Japan </li></ul><ul><li>Current value $68 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>
  42. 42. <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>
  43. 43. <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>
  44. 44. 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>Control your professional identity online </li></ul>
  45. 45. <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>
  46. 46. <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>
  47. 47. Twitter <ul><li>Doctor: “I’m sorry, I don’t follow you” </li></ul>Patient: “Doctor Doctor, I think I’m addicted to Twitter”
  48. 48. <ul><li>Be authentic – don’t be afraid to show your personality </li></ul><ul><li>Avoid self-promotion – you’re building relationships </li></ul><ul><li>Generate business from Twitter by directing customers to your website through clickable links within your tweets </li></ul><ul><li>Engage with your followers, get to know them </li></ul><ul><li>Be positive! </li></ul>
  49. 49. <ul><li>Be multi-dimensional: don’t just tweet about your business... tweet about hobbies, funny stories, etc. </li></ul><ul><li>Co-workers can share ideas, close-of-business figures, while working on projects over different sites </li></ul><ul><li>Great for market research: send out a question to thousands of potential customers who can each respond instantly with a short answer </li></ul><ul><li>Numbers mean nothing. You are better off having 25 true friends than 2,500 strangers who care nothing for you </li></ul><ul><li>Never tweet anything you wouldn’t want your mother or your boss to see </li></ul>
  50. 50. Networking
  51. 51. <ul><li>Should I be here?! </li></ul><ul><li>Fail to prepare, prepare to fail … prepare a memorable 60” presentation </li></ul><ul><li>Two of you from the same company at the same event? </li></ul><ul><li>Post event follow-up </li></ul><ul><li>Evaluate </li></ul>
  52. 52. Business Cards <ul><li>Never leave home without them! </li></ul>
  53. 53. <ul><li>Continuity </li></ul><ul><li>Quality vs price </li></ul><ul><li>Add one line on the back of your card: ‘What I can do for your business’ </li></ul><ul><li>QR barcode – video testimonial </li></ul><ul><li>iPhone application – bump </li></ul>
  54. 54. Time Management
  55. 55. <ul><li>Plan your day </li></ul><ul><li>Take breaks </li></ul><ul><li>E-newsletters… unsubscribe </li></ul><ul><li>Stop procrastinating </li></ul><ul><li>Emails/social media... don’t reply straight away </li></ul>
  56. 56. <ul><li>Running your own business can be lonely... mix with inspirational people </li></ul><ul><li>What are your time bandits?! Internet surfing, social media, eBay?! </li></ul><ul><li>Learn to delegate... outsource ... </li></ul><ul><li>Organise your desk and office – “a place for everything, everything in its place” </li></ul><ul><li>Avoid Vampires!! </li></ul>
  57. 57. Marketing Plan <ul><li>How to prepare a practical, useful but – most importantly – a realistic 12 month marketing plan </li></ul>
  58. 58. Over To You! <ul><li>Sharing best practice ... </li></ul><ul><li>What has been the most effective marketing tool for your business? </li></ul>
  59. 59. <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>
  60. 60. <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>
  61. 61. 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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