Effective Low Cost Marketing Delivered By Jean Atkinson Enterprise4All specialises in maximising engagement in enterprise, education and employment. We offer a range of consultancy services and deliver publicly funded programmes that assist new and established businesses to help build more dynamic and cohesive communities. In addition to our direct support activities, we also work with many organisations from the public and private sectors, helping them to ensure that their services are visible and accessible to a wider cross-section of the regional community. Enterprise4All is recognised nationally as a centre of excellence for enterprise development and has an excellent track record of promoting and facilitating entrepreneurship amongst other socially excluded and ‘hard to reach’ groups, led by a panel of successful business professionals.

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Low-cost Marketing
Jean Atkinson
jean@edenmarketing.co.uk
www.edenmarketing.co.uk
www.marketingminds.info

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Piggy in the Middle
Business
Objectives
Marketing
Strategy /
Activities
Sales
Strategy
• The marketing strategy is developed to assist in achieving the business
objectives
• The marketing activities are implemented to provide sales with the tools to
sell

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Effective Marketing
• Understanding your customer
• Being clear and consistent
• Doing a few things really well
• Integrating online & offline marketing
• Repetitiveness…
• …being there when your target audience is
ready to buy!

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Communication
Who? Why?
What?When?
Where?

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What is your strategy?
• Generate brand engagement
• Educate buyers
• Nurture leads
• Engage decision-makers & influencers
• Serve your existing customers
• Support cross-selling and up-selling
• Generate new leads
• Establish expertise

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Trade-off
• No Financial Cost?
• Yippeeeee
• Hang on….
• Do you have the necessary skills?
• Are you interested?
• Do you have the time?
• Do you NEED to use it?
• How are you going to evaluate it?

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Just some of the FREE tools
• ONLINE
– Wordpress
– Webinars
– Word of mouth
– Social Media
– Email marketing
– Blogs, forums, groups
– YouTube
– SEO
– Google Analytics
– Viral marketing
• OFFLINE
– Word of Mouth
– Testimonials
– Case Studies
– Scenarios
– Networking
– Editorials, PR
– Speaking, seminars
– QR Codes / Aurasma

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Social
Brand engagement & two-way
communication

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Common Approach - Isolation

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6 Key Questions
1. Why do you want to incorporate social media into your
marketing strategy?
2. Who is going to manage and carry out your social media
campaigns?
3. What platform do you intend to use to broadcast your
efforts?
4. Have you identified your desired results and timescales to
achieve your goals?
5. Do you know how often you will be engaging in Social
Media?
6. Have you created a campaign strategy?

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Main Industry Impact B2C B2B / B2C B2B B2B / B2C B2B / B2C B2C
Social Media Focus Sharing news
Content
Stories
Sharing news
Content
Stories
Company &
Industry news /
discussions
Sharing news
Content
Stories
Sharing of
informative and
entertaining video
Sharing of
interesting
products /
websites
Company Brand
Presence
Facebook
Business Pages
Profile Page Company Page
Group
Google+ Page
Community
Brand Channel Boards
Viral Brand Exposure
Opportunities
“Likes”
Comments
“shares”
Retweets
Follows
“Likes”
Comments
Company Follows
Shares
Comments,
+1
Add to Circle
Activity
Subscribe & Share
Activity
Likes
Comments
Re-pins
Impact on Website
Traffic
Direct links
from content
posted
e-commerce
store apps
Direct links from
content posted
Profile
Direct links from
content posted
Direct links from
content posted
Google+ Activity
influences Search
Direct links from
content posted
Direct links from
content posted
Advertising
Opportunities
Facebook Ads
Premium Ads
Sponsored Ads
Promoted Tweets
Promoted Trends
LinkedIn Ads n/a (linked to
Google AdWords)
Video Ads
Reach Ads
Display Ads
n/a

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Quality vs Quantity

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Good Examples

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Twitter

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Twitter

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The ‘Could Do Better’ Examples

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Twitter

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Twitter

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Twitter

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Tools
• Google Analytics
• Facebook Insights
• www.tweetreach.com
• www.klout.com

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Management
• www.hootsuite.com
• www.bufferapp.com
• www.sproutsocial.com

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Website
Advantages
1. Global reach
2. Educate your audience about
products/services
3. Increase customer confidence
4. Cost-effective
5. Information 24/7
6. On trend
7. Convenient for customers
8. Up-to-date information
9. Improve customer relationship
i.e. account management
10. New route to market
Disadvantages
• Reliability
• Management
• Reputation
• Spam
• Ecommerce site can be costly
Suitable for you?
• Yes
• Must be fully-optimised for the
search engines in order to work
effectively
• Unless you have the knowledge
DO NOT build your own

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Website
• Sell online
• Promote products and services
• Develop an intranet
• Support customer service
• Sell tickets or event registration
• Collaborate online
• Membership website
• Build a social presence
• Increase brand awareness

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Scenarios
• Ideal for start-ups or businesses with limited access
to case studies and testimonials

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Case Studies
• From the horse’s
mouth!
• Real life challenges

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The Perfect Case Study
• The Challenge
– Outline challenge or
obstacles
– Timelines & details
– How long did they have
the problem
– Detail the pain
– Were they losing money
/ production time
• The Solution
– Specific steps & course
of action
– Describe product /
service in detail
– What feature provided
the most benefits

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The Perfect Case Study
• The Results
– Describe the benefit of
implementing the
solution
– Show the increase in
turnover, production,
less waste
– Use their words to add
dimension
– Illustrate technical and
emotional benefits

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Referral Marketing
Best friend
Quick conversion
Referral marketing plan required

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Networking
• Share experiences &
knowledge
• Find associates
• Source suppliers
• Recommend to others
• Benchmark & identify
areas for improvement
• Build your profile &
raise awareness:
– Business card
– Leaflet
– Speaking
– Banners
– Promotional
merchandise

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QR Codes
• Mobile marketing
– Engagement
– Waiting & en-route
• Restaurants
• Bus depots
• Doctor’s surgery
– Added value
• Recipes
• In action – Toys R Us
– Guerilla advertising www.qrstuff.com

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Email Marketing
Advantages
1. Global reach
2. Cost-effective
3. Interactive
4. Personalisation
5. 24/7 marketing
6. Targeted
7. Opt-in facility
8. Measurable
9. Fast response
10. Simple
Disadvantages
• Spamming
• Valid recipient list
• Firewalls
Suitable for you?
• Yes
• Valid database
• Recipients have opted-in
• Call to action

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Word of Mouth
• People Deal with People
• Your best friend or your
worst enemy!
– Referrals
– PR
– Testimonials
– Case studies
– Scenarios
– Social Media/Web 2.0

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Summary
• Do you have the necessary skills?
• Are you interested?
• Do you have the time?
• Do you NEED to use it?
• How are you going to evaluate it?