Everything you ever wanted to know about marketing...but were afraid to ask!


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Powerpoint presentation by Business Link giving marketing top tips for your business.

Also presented at the Forest of Dean breakfast meeting on 21.05.10, entitled '40 Top marketing tips'.

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Everything you ever wanted to know about marketing...but were afraid to ask!

  1. 1. Everything you wanted to know about Marketing… <ul><li>… but were afraid to ask! </li></ul>
  2. 2. The Obvious <ul><li>Well, you’d think it would be obvious! </li></ul><ul><li>Always carry business cards </li></ul><ul><li>Check emails every day </li></ul><ul><li>Keep all logos/branding the same </li></ul>
  3. 3. Contra Deals <ul><li>Barter, barter, barter! </li></ul><ul><li>Double or triple your marketing budget without getting your chequebook 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>
  4. 4. Help A Charity – Help Yourself <ul><li>Cause-Related Marketing (CRM) </li></ul><ul><li>Support a charity </li></ul><ul><li>Win, win! </li></ul><ul><li>- Inca Trail for the Children’s Hospice South West </li></ul><ul><li>- Crimestoppers Golf Day </li></ul>
  5. 5. 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>
  6. 6. 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>
  7. 7. 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>Gives people a sense of security – they can ‘meet’ you before initial call/purchase </li></ul><ul><li>Promote on your email signature </li></ul><ul><li>Upload to YouTube </li></ul>
  8. 8. Personal Touch <ul><li>People buy people! </li></ul><ul><li>Photos of you (and your team) on your website </li></ul><ul><li>Photo on LinkedIn </li></ul><ul><li>Personal </li></ul><ul><li>Approachable </li></ul>
  9. 9. Testimonials <ul><li>‘ Don’t just listen to what we say – listen to what our customers say about us’ </li></ul><ul><li>Video testimonials? </li></ul><ul><li>Be honest – your customers will be! </li></ul>
  10. 10. 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>www.surveymonkey.co.uk </li></ul><ul><li>Professional </li></ul><ul><li>Invaluable </li></ul><ul><li>Free of charge! </li></ul>
  11. 11. Positive Mental Attitude <ul><li>As Henry Ford said: </li></ul><ul><li>There are two types of people in life: those that think they can, and those that think they can’t… and they’re both right. </li></ul><ul><li>Glass half full or half empty?! </li></ul>
  12. 12. Facebook <ul><li>Launched 2004, currently 400 million + </li></ul><ul><li>Set up a business profile </li></ul><ul><li>Use status updates to promote your business </li></ul><ul><li>Fan pages – indexed by Google, searchable outside Facebook </li></ul><ul><li>Your fans’ profiles display: “Joe Bloggs has become a fan of…” </li></ul><ul><li>Fan pages can spread virally </li></ul>
  13. 13. LinkedIn <ul><li>Launched 2003, 60 million + registered users </li></ul><ul><li>Why are you on LinkedIn? </li></ul><ul><li>Investigate your connections’ connections </li></ul><ul><li>Position yourself as the expert in your field </li></ul><ul><li>Join groups </li></ul><ul><li>Reply to threads/ blogs </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. Sense Of Humour <ul><li>Because life’s too short! </li></ul>
  16. 16. Attention To Detail <ul><li>First impressions count! </li></ul><ul><li>Don’t forget to check the details … </li></ul>
  17. 17. Twitter <ul><li>Launched 2006, one billion tweets per month, number of active accounts?? </li></ul><ul><li>How to use it </li></ul><ul><li>Small businesses are using Twitter to: </li></ul><ul><li>Network with suppliers, trade groups and other businesses. </li></ul><ul><li>Recruit staff. Success stories. </li></ul><ul><li>Quality not quantity. </li></ul>
  18. 18. 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 = 1200 per year </li></ul>
  19. 19. E-Newsletters <ul><li>Did you know it costs six times more to make a sale to a new customer than to an existing one? </li></ul><ul><li>Seasonal or monthly? </li></ul><ul><li>Content – latest news, new technology, recent awards/press coverage, photos, special offers, client testimonials… </li></ul><ul><li>Data protection </li></ul><ul><li>www.mailchimp.com </li></ul><ul><li>Statistics </li></ul>
  20. 20. Networking <ul><li>BNI (Marmite?!) </li></ul><ul><li>Federation of Small Businesses (Lloyds) </li></ul><ul><li>GWE Business West </li></ul><ul><li>Prepare a memorable 60” presentation </li></ul><ul><li>Women in Biz, Ladies Who Latte, Business Inspired </li></ul>
  21. 21. Events <ul><li>Business Link events </li></ul><ul><li>Learn </li></ul><ul><li>Networking </li></ul><ul><li>Sign up to Events newsletter </li></ul>
  22. 22. Two Heads… <ul><li>Ask the team </li></ul><ul><li>Brainstorm </li></ul><ul><li>What would you do if I gave you £100 to spend on the business? </li></ul><ul><li>What about £1,000? </li></ul>
  23. 23. 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>
  24. 24. Free Listings <ul><li>www.yell.com </li></ul><ul><li>www.thomsonlocal.co.uk </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 3 months </li></ul>
  25. 25. The Shop Window <ul><li>First impressions matter! </li></ul><ul><li>Blu-Tack all over the office walls? </li></ul><ul><li>Pirelli Calendar?! </li></ul><ul><li>Messages to staff? </li></ul><ul><li>Dead plant in the corner?! </li></ul>
  26. 26. Promotions <ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Star FM chocolate </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>campaign </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The Queen of Hearts </li></ul></ul></ul></ul></ul>
  27. 27. Reverse Psychology <ul><li>It makes sense! </li></ul><ul><li>If you wanted to guarantee that you made zero sales in the next 12 months, what would you do? </li></ul>
  28. 28. Signage <ul><li>Branding </li></ul><ul><li>High-profile </li></ul>
  29. 29. Focus Groups <ul><li>A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging. </li></ul><ul><li>Questions are asked in an interactive group setting where participants are free to talk with other group members. </li></ul>
  30. 30. Website <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>
  31. 31. Photos for your website <ul><li>Do you ever take images from your camera, and try to use them on your website? Modern digital cameras produce massive, high-resolution images which will use up all your webspace allowance. What’s worse, 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 so you can use them on your site. 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>
  32. 32. How others view your website <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 www.screen-resolution.com </li></ul><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 then launches a new browser that shows your website in the exact size you specified </li></ul><ul><li> FREE OF CHARGE! </li></ul>
  33. 33. 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. Submit it to 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>
  34. 34. File Conversion <ul><li>Have you ever wanted to convert files without the need to download software? You can change almost any file to almost any other: </li></ul><ul><li>Word doc to a PDF? Excel file into 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>
  35. 35. Joint Promotions <ul><li>Reach a whole new pool of potential customers and achieve a large number of sales 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>
  36. 36. 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>Increase hits to a website. </li></ul><ul><li>Increase sign-up for your customer newsletter . </li></ul>
  37. 37. Do Something Unexpected! <ul><li>How amazing would it be if your supplier rang to say they had dropped their prices by 10 per cent, for no reason? </li></ul><ul><li>Or an owner rings to say thanks for your continued business? </li></ul><ul><li>In the internet age, business can be so anonymous that even picking up the phone now and again can be seen as unexpected. </li></ul>
  38. 38. Mystery Shopper <ul><li>Focus on how your staff represent your company </li></ul><ul><li>People will judge your business on the people within </li></ul><ul><li>Use mystery shoppers to work out what the experience is like </li></ul>
  39. 39. Ask An Expert <ul><li>Make use of FREE resources! </li></ul><ul><li>www.businesslink.gov.uk/southwest </li></ul><ul><li>www.cim.co.uk </li></ul><ul><li>www.brave.org.uk </li></ul><ul><li>www.googleanalytics.co.uk </li></ul>
  40. 40. 12 Month Marketing Plan <ul><li>Simple </li></ul><ul><li>Effective </li></ul><ul><li>Memory jogger </li></ul><ul><li>Seasonal E-newsletters, Networking, Event attendance, B2B shows, LinkedIn, Twitter </li></ul><ul><li>Marketing is an ongoing process – the key to successful marketing is to analyse, review and adjust. It should be tweaked, tailored and updated regularly. </li></ul>
  41. 41. Thank You! <ul><li>Dev Chakraborty </li></ul><ul><li>Business Link </li></ul><ul><li>M: 07501 039402 </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>
  42. 42. Your Business Success is Our Business Objective <ul><li>Business Link </li></ul><ul><li>08456 00 99 66 </li></ul><ul><li>www.businesslink.gov.uk/southwest </li></ul>