Marketing Talk - NUIG February 2012

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Slides from talk given at National University of Ireland February 7th 2012.
Main emphasis was on marketing on a low budget

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Marketing Talk - NUIG February 2012

  1. 1. Marketing On A Shoestring – Using silly marketing & good design topunch above your weight BLACKNIGHT Domain Registrar – Hosting Provider
  2. 2. BLACKNIGHT Michele Neylon Founder / CEO Blacknight Contact: http://mneylon.tel @mneylon http://michele.me/blog http://b.log.ie
  3. 3. BLACKNIGHT Overview  Online - obvious  Offline / traditional – it’s still important
  4. 4. BLACKNIGHT Ireland is small The world is big
  5. 5. BLACKNIGHT
  6. 6. BLACKNIGHT Punch above your weight! Small energetic company can have a BIG impact
  7. 7. BLACKNIGHT
  8. 8. BLACKNIGHT Have FUN
  9. 9. BLACKNIGHT
  10. 10. BLACKNIGHT
  11. 11. BLACKNIGHT
  12. 12. BLACKNIGHT
  13. 13. BLACKNIGHT Good Marketing => Sales => Money Bad Marketing => Failure Big budget != success Clever marketing + small budget = success??
  14. 14. BLACKNIGHT
  15. 15. BLACKNIGHT Work hard SEO SEM Social Media Virals (the “Holy Grail”) Email marketing Blogging Customers as advocates
  16. 16. BLACKNIGHT Patience & Perseverance = key  Repeat and repeat again  Permission => success  Spam => failure  Did I say “repeat”?
  17. 17. BLACKNIGHT
  18. 18. BLACKNIGHT Where is your audience?  Do they read blogs? Which ones?  Do they read magazines? Newspapers?  Is there a community? Are you part of it?  Do they use social media?  What do they need? Why?  What do they care about?  Go to your audience – they won’t come to you
  19. 19. BLACKNIGHT Simple Things You Can Do  Setup an email signature with links  Signature on forums etc., (NB: don’t spam)  Business card – with links  Contribute via mailing lists, forums, social media etc
  20. 20. BLACKNIGHT
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  22. 22. BLACKNIGHT
  23. 23. BLACKNIGHT Design / Branding  It pays off  Cheap looks nasty  First impressions last  Consistency – quality - style
  24. 24. BLACKNIGHT
  25. 25. BLACKNIGHT Media Buying (online + off)  Publisher needs the sale  You want the advertising – you don’t need it  Rate cards are works of fiction  ABC figures are meaningless (mostly)  Learn to say “no”  If they won’t sell at your price then walk away
  26. 26. BLACKNIGHT
  27. 27. BLACKNIGHT Social Media - Possible Business Threats  Drunk tweeting / Posting from the wrong account..  Sharing inappropriate content (local Irish politicians keep doing this!)  Checking in on Foursquare / Facebook etc., from secret meetings  Oversharing info  Privacy controls still “not there”  Solution? Education and thought ..
  28. 28. BLACKNIGHT Tools?  Desktop – Tweetdeck,  Ipad – Tweetdeck, twitter, oosfora  Browser – hootsuite, BufferApp, Crowdbooster  Mobile – Facebook, hootsuite, tweetdeck and hundreds more  Monitoring tools – lots out there
  29. 29. BLACKNIGHT People To Read  Problogger – lots of good stuff  Seomoz – everything SEO related  Seth Godin  Gary Vee  Jay Conrad Levinson  TheNextWeb, Mashable – find out what’s going on
  30. 30. BLACKNIGHT
  31. 31. BLACKNIGHT Questions? Complaints? Photo credits: IStockPhoto http://www.flickr.com/photos/forbairt/

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