Marketing is as easy as eating ice cream


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This presentation was delivered to the Westside Business Womens Network in October 2011 by multi-award winning business woman Yvette Adams. It includes her 'marketing ice cream' diagram and how you can use this to get a better handle on your marketing and experiment with new marketing strategies.

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  • I remember the days before computers! Yahoo email address in 1996 Worked in London during 2000/01 on major website development for a leading magazine (then dotcom bubble burst) Made first ecommerce website in 2002 Wide and varied background in related areas – graphics, events, PR, journalism, marketing Started own business from home in 2007 when second child 7 weeks old I have Facebook, Linkedin, Youtube, Twitter, Digg, Vimeo, Blog, Google Profile,, flickr, +++++ I LOVE training and assisting others to achieve online success!!!
  • I didn’t go to Uni – all of this based on work experience in countries all over the world, trying things out whilst working for Govt, small business, as a business owner, not for profit and more Have worked in sport & leisure, hospitality, finance, media, education and other industries. Consults give me insights Once you’re in the game people share their successes and failures Cause I love it! Marketing program – first lesson
  • With all these mediums, conversations are potentially going to happen online about you / your service / your product / your business / your competitors / your industry these days, WHETHER YOU LIKE IT OR NOT. Whether you participate or not. Hanging out on Facebook. Tweeting about the manicure they had done at your day spa. Discovering new music on LastFM. Leaving comments on blog posts. Sharing an event you are going to Posting photos of your artwork on Flickr. Checking into your restaurant on Facebook Places or Foursquare Posting a video from your resort on YouTube. Every day, music fans are discovering new ways to find, share, enjoy, and even remix their favourite music, and then broadcasting their findings and favourites, their complaints, and their compliments to a global audience that is listening 24/7.
  • So you can choose to participate.... or bury your head in the sand and pretend it’s not happening. But we all know the consequences of ignorance.
  • Volunteers to share inside 30 seconds what your business is and does
  • Take our poll and consider how these macro trends may affect your company or industry
  • Volunteer - how can it be achieved for your company?
  • Hands up if you have seen this do the rounds. I had to include it in today’s presentation. It’s a classic. It is very easy to vent on social media but the consequences can be massive. If you were this girl’s employer you’d be glad you were aware of her posts right?
  • Acquire new customers through online recommendations and word of mouth.  Satisfied customers are the best source of new customers. Increase your word of mouth referrals by asking your happy clients to write you a recommendation, which will be published on your LinkedIn profile and will be broadcast to their entire LinkedIn network. Keep in touch with people who care most about your business.  Sites like LinkedIn help keep your business alive in the minds of the people who care most about your business. LinkedIn is effective for two reasons: the business intent of LinkedIn users and fewer status updates, which mean you stay on top of mind.  Tip : You can also increase the impact of your status updates by  syncing  your LinkedIn and Twitter accounts. Find the right vendors to outsource services you’re not an expert on.  Think of the number of times you’ve asked your colleagues if they knew of a great web designer or photographer. LinkedIn makes it easy for you to find and vet vendors through the network of your peers. Additionally, you can also trade services with your vendor connections on LinkedIn; sort of a mutual referral system. Build your industry network—online and in person.  Search LinkedIn’s Groups directory to find industry associations and networks to take part in. For example, if you’re in the event planning or wedding industry, there are over 530 groups. In addition, LinkedIn also surfaces popular events in your industry calling out local events that your connections are attending. Imagine being able to find only industry events that your prospective clients are attending. Get answers to tough business questions with a little help from your real friends.  Small business owners deal with challenging questions on a slew of topics each day. LinkedIn Answers and Groups let you find answers to those vexing questions quickly by tapping into the wisdom of your network (LinkedIn tells me there are over 200 different categories on Answers including one dedicated just to small business and over 2000 groups on small business related topics). Wondering whether your recent office purchase is tax deductible? Check out hundreds of questions on related topics  here . Win new business by answering questions in your area of expertise.  Use the many forums on LinkedIn to share the knowledge you’ve gained in your area of expertise. This is a great opportunity to win new business or at least find prospective clients to pitch your business to. Prospective customers will find your answers when they use LinkedIn’s advanced Answers search. And don’t forget, what goes around comes around. Don’t forget, this is a great way to soft pitch your skills and expertise. Raise funding.  You can use LinkedIn to find mentors or potential investors for your startup because there are over three million startup professionals and over 12M small business professionals on LinkedIn and it’s always good to stay in touch with folks who’ve been there, done that and willing to mentor you. Once you’re connected, your participation on LinkedIn (answers, status updates or group conversations) may even cause them to consider investing in your small business. Network with peers in your industry for repeat business referrals.  LinkedIn Groups is a powerful medium to find peers in your respective industries to network with and to find complimentary businesses to share referrals with. For example, mortgage brokers can find real estate agents to partner with on relevant groups and as most small businesses know, these partners are your best source of referrals that can turn into repeat business. With over 2000 groups dedicated to small business topics, you’re sure to find a relevant group to network. Convince potential customers of your expertise by sharing unique blog content.  Small businesses smart enough to create unique content on their expertise (either with a blog or twitter account) should link to it from their LinkedIn profiles. Or take it one step further by promoting featured blog content to LinkedIn members on the site (for e.g. with  small text ads ). You can specify exactly who will see your ads—Executives or VPs—and include a link to your profile so they know who’s behind this content. Keep your friends close and your competition closer.  Over 150,000 companies have a company profile on LinkedIn, the “public profile” for companies. These pages surface key stats on companies; recent hires as well movers and shakers. Not only do company profiles give you unique insight into your competition, they also give you an opportunity to stumble upon potential hires by browsing through company pages.
  • Click through various dashboards. And say there are others. Personal preference on what you use. They look something like this (show tweet deck). And they make life so much easier. Working smarter…not harder. Hootsuite Postling Friendfeed ping
  • Marketing is as easy as eating ice cream

    1. 1. Marketing is as easy as eating ice-cream! YVETTE ADAMS – THE CREATIVE COLLECTIVE
    2. 3. So where are YOU at…??? <ul><li>Marketing? Like it? Hate it? </li></ul><ul><li>Website? have one? use it? </li></ul><ul><li>SEO? know it? use it? </li></ul><ul><li>Emarketing? know it? use it? </li></ul><ul><li>PPC? know it? use it? </li></ul><ul><li>Networking? know it? use it? </li></ul><ul><li>Facebook? know it? use it? </li></ul><ul><li>Twitter? Know it? use it? </li></ul><ul><li>Linkedin? know it? use it? </li></ul><ul><li>PR? know it? use it? </li></ul><ul><li>YouTube? know it? use it? </li></ul><ul><li>Blog? know it? use it? </li></ul><ul><li>Advertising? know it? use it? </li></ul>
    3. 4. The sales funnel The ice-cream The Ice-Cream Marketing Funnel © 2006 Yvette Adams ? ? ? ? ? ? ? ? ?
    4. 5. Accept change, embrace it & progress, or be left behind…
    5. 9. <ul><li>Smart phones: anything BUT a phone! </li></ul>
    6. 10. The rise of the tablet
    7. 12. Some compelling stats… Comps of Andy Lark
    8. 14. The ‘Big 4’ social media
    9. 15. Who would like to fulfill on some of these core business objectives? Drive traffic to your website Automate key functions of your business To hire people To promote events/fund-raising drives/ product launches To raise money for a child/ family in need To get valuable feedback To establish/improve your reputation/ profile in the market place To service your customers better To drive traffic to your website / blog To keep your customers informed about changes in your business
    10. 16. Deciding what marketing is right for you… <ul><li>What business OBJECTIVES are you trying to fulfil? </li></ul><ul><li>Your TARGET MARKET? </li></ul><ul><li>Your resources (TIME, MONEY)? </li></ul><ul><li>Your SKILL or who else could be responsible? </li></ul><ul><li>Is assistance needed? </li></ul><ul><li>How will you MONITOR progress? </li></ul><ul><li>How will you MEASURE results? </li></ul>
    11. 17. <ul><li>EXAMPLE: </li></ul><ul><li>To gain 500 ‘likes’ to our Facebook business page in 6 months </li></ul><ul><li>To send out 1 email broadcast a month </li></ul><ul><li>To get 2 good leads per week from our marketing </li></ul>Keep it simple – no more than 3 core marketing objectives WHO WOULD LIKE TO SHARE ONE OF THEIR OBJECTIVES?
    12. 19. F ollow O ne C ourse U ntil S uccessful
    13. 20. You also need to ‘look the part’! <ul><li>Got a good looking logo? </li></ul><ul><li>Graphic designer who can make you look good? </li></ul><ul><li>Got professional images shot of you, your premises, products, clients, team etc? </li></ul><ul><li>A good website you can update quickly and easily yourself? </li></ul><ul><li>Professional social media set up? </li></ul><ul><li>Professional bio? </li></ul><ul><li>Professional info on the company? </li></ul>
    14. 21. Networking online.... Linkedin is great!
    15. 22. Integrate your social media with your website
    16. 23. ‘ Cross populate’ between networks and databases Facebook – hey come over to my Twitter! Linkedin – hey come to my event – register here Emarketing – hey did you know we’re on social media? PR – see our website for more
    17. 24. Free add-on for Firefox, Safari, Mailplane and Chrome: Grab social network contacts at every opportunity - Rapportive
    18. 25. Work smarter, not harder! Introducing Hootsuite...
    19. 26. <ul><li>TOP MARKETING TRENDS... </li></ul>
    20. 27. Want people to come to your place? List on Foursquare & check in yourself! TREND #1: Local search marketing
    21. 28. Facebook has this function too. Tag people you’re with (but ask their permission first!)
    22. 29. TREND #2: More apps!
    23. 30. TREND #3: More video
    24. 31. TREND #4: More online retail
    25. 32. TREND #5: More sharing
    26. 33. TREND #6: Gamification
    27. 34. The sales funnel The ice-cream © 2006 Yvette Adams
    28. 35. The result? Mmmm….
    29. 36. SPECIAL OFFER: Join my social media success squad! <ul><li>Live monthly webinars </li></ul><ul><li>Access past recordings </li></ul><ul><li>Get updates and ask questions in a group environment - learn from others </li></ul><ul><li>Access our online resources </li></ul><ul><li>Private Facebook Group </li></ul>FIRST MONTH FREE!
    30. 38. Stay in contact! Join our database 07 545 11315