1. Marketing
Offline and Online promotional
strategies

2. Fundamentals of Marketing
Offline and Online
• Is there a market opportunity?
• Who is the target audience?
• Who are we? Brand values/personality
• What makes us unique?
• How are we best to communicate with our
audience?
• Who are our competitors?

3. 7 Ways to Reach your
Audience
1. Word of mouth (WOM)
2. Strategic Relationships
3. Public Relations (PR)
4. Online
5. Direct marketing
6. Mass Advertising
7. Events / Tradeshows

4. Website Success
• 2 key elements to website success:
– Visitors to the website (Promotion)
– Conversion rate of visitors into leads/customers
(Persuasion)
• Think TradeMe
• Persuasion MUST come first
• Promotion comes once you know it is
working well – not a leaky tap

5. What kind of content should I be
putting on my website?
• Write for your target audience, not the search
engines
• Don’t do anything that ‘feels’ dodgy
• Take note of the common questions you are being
asked by customers and prospects and write
website copy around that
• Ensure your website content reflects any offline
collateral you have, e.g. brochures, catalogues,
advertising in publications etc

6. 9 reasons why people don’t trust
your company
1. You don't clearly tell me what you do
2. You don't tell me who you are
3. Your spelling and grammar is poor
4. I can't find how to contact you
5. Your website doesn't display a privacy policy or
terms of trade
6. You want to know my mother's maiden name?
7. Why are you emailing me? I don't know you
8. Does anyone recommend your business?
9. Your website is quite 'quirky' isn't it?

7. Does your website create a positive
user experience for your visitor?
1. Make it clear what you offer
2. Build trust to make your visitors comfortable to
give you their details
3. Make it easy for visitors to find what they are
looking for
4. Provide great relevant information that your
visitors will find helpful
5. Engage visitors with unique and relevant content

8. Testimonials done right do work-
we promise!
• The more detail the better, within reason of course!
• Personalise testimonials with a name and location
(make sure you ask for the customers permission
though)
• WOM is the cheapest and most effective form of
marketing. Leverage this on a website with fantastic
testimonials
• Video testimonials are being used more and more

9. Google Adwords
• Gives a helping hand to new websites
• Can be effective in particularly competitive
industries
• Can give the organic rank a boost (or knock)
• New functionality always being released – Rich
Snippets, Remarketing
• Can be run for short periods at a time for specific
optimization/selling campaigns

11. Search Engine Optimisation (SEO)
• CONTENT IS KING, make sure your website is packed
with relevant & trustworthy content.
– Try to build authority to your content with Quality
links from respected websites
• Make sure you update the information on your website
regularly
• Meta titles and Meta descriptions are still important and
must be unique on each page
• Quality over Quantity – links especially
• Optimise for Google in NZ (around 80-85% market
share)
• Google+ Local page for Location based businesses
• Don’t try and trick Google – they will catch you and you

12. Social Media
• Don’t feel like you have to jump on the every Social
Media bandwagon
• Like any marketing/communication platform
analyse it, who is using it and whether it fits with
your company and target audience
• Social media market share

13. Facebook
• What is it? Facebook is a social network for
connecting people - allowing users to connect and
share information in a variety of ways.
• Build a community
• Don’t sell
• Encourage engagement by letting your community
contribute to your Facebook page
• FB is most effective with B2C businesses, but can
work well for B2B’s, you just have to be creative

14. Twitter
• What is it?A useful communication tool that allows
you to interact with people around the world in
three different ways:
– Send a short message to a bunch of people publicly
– Send a short message to a specific person publicly
– Send a short message to a specific person privately
• Twitter is about spreading interesting content and
engaging with others in a meaningful way
• High adoption rate by celebrities
• Growing uptake in NZ

15. LinkedIn
• What is it? LinkedIn is the largest social network for
professionals with 135 million users and an
audience of business professionals.
• Build your personal ‘professional’ presence online
• Great for job hunters and head hunters
• Showcase your expertise by becoming an influencer
in your industry that people follow

16. Pinterest
• What is it? Pinterest is a social network which
allows people to visually share and discover new
interests by posting or 'pinning' images and videos
to their own or others' pinboards.
• Focus is visual
• Tends to be more females than males
• Need to keep an eye on trending topics

17. Google+
• What is it? Google+ has been described as similar to
Facebook, allowing people to share stories with
their Circles, get involved in discussions, post
photos and participate in video conference calls.
The network allows businesses to create pages to
increase their following and develop relationships
with prospects
• Very targeted
• Tends to do people who are techno Savvy and
Google fans

18. Youtube
• What is it? YouTube is a video-sharing website on
which users can upload, share, and view videos.
• Individuals and businesses can create their own
YouTube Channel to upload videos.
• Video/YouTube is a great way to have a presence in
the SERPs

19. How to use Social Media
effectively
1. Appeal to Personal Experience
2. Use Humor
3. Ask for Likes and Shares
4. Capitalize on Current Events
5. Post Coupons and Giveaways
6. Provide an Inside Look at Your Company
7. Push Fans to Comment
Jeff Bullas

20. Final thoughts
• Don’t rely on one channel
• Marketing should be a holistic approach to
ensure your message is in all of the right
places
• Repetition and relevancy
• Ongoing A.S.A (Analyze Strategize Action)
• Seth Godin’s view on Social Media (video)