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How to build an effective online campaign on a zero budget

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How to build an effective online campaign on a zero budget by Bettina Horvath from My Biz Performs

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How to build an effective online campaign on a zero budget

  1. 1. How to Create an Effective Online MarketingCampaign on a Zero BudgetBettina Horvath7 November 2012
  2. 2. e y do nlin see t the urs o on’t wha 0 0 ho h ers d le do 20,0 wha t ot peop eein g akes S hat m ing w KnowWho is Bettina?Born and raised in AustriaIn South Africa since 1997Fervent student of •business development •digital development •personal developmentTurned from begging forbusiness to having leadsknocking on her door askingto do business with her.
  3. 3. What is an online [marketing] campaign anyway?
  4. 4. What is an online [marketing] campaign anyway?• Campaign = a systematic course of aggressive activities for some specific purpose
  5. 5. What is an online [marketing] campaign anyway?• Campaign = a systematic course of aggressive activities for some specific purpose• Online = information transmitted in digital form in a network of connected computers (commonly knowns as the “internet”)
  6. 6. What is an online [marketing] campaign anyway?• Campaign = a systematic course of aggressive activities for some specific purpose• Online = information transmitted in digital form in a network of connected computers (commonly knowns as the “internet”)• In short: specific activities done on the internet with the purpose of driving traffic to a business’ online presence with the aim of generating leads and thus potential customers
  7. 7. What is an online [marketing] campaign anyway?• Campaign = a systematic course of aggressive activities for some specific purpose• Online = information transmitted in digital form in a network of connected computers (commonly knowns as the “internet”)• In short: specific activities done on the internet with the purpose of driving traffic to a business’ online presence with the aim of generating leads and thus potential customers GET FOUND | ENCHANT | CONVERT | RE-ENAGE
  8. 8. GOAL• Get more people who love our product and service into our world
  9. 9. GOAL• Get more people who love our product and service into our world
  10. 10. GOAL• Get more people who love our product and service into our world Create marketing people love* *
  11. 11. What is on offer?
  12. 12. Landing Page
  13. 13. Landing Page Talks about: •Need •Solution •Terms •Buy Now
  14. 14. Buying (Marketing) is like Dating
  15. 15. Buying (Marketing) is like DatingWould you say yes when he asks you to marry him on the first date?
  16. 16. Buying (Marketing) is like DatingWould you say yes when he asks you to marry him on the first date?Then why do you ask new visitors to your site to buy from youstraight away?
  17. 17. The Buying Process
  18. 18. The Buying Process Need -Awareness
  19. 19. The Buying Process Need Solutions - -Awareness Research
  20. 20. The Buying Process Need Solutions Vendors - - -Awareness Research Research
  21. 21. The Buying Process Need Solutions Vendors Buying - - - -Awareness Research Research Decision
  22. 22. Buying decision influencers
  23. 23. Buying decision influencers Friends & Family [network] Online research Past Experiences Perceptions
  24. 24. What is the problem with most websites?
  25. 25. What is the problem with most websites? Asking for too much too soon same for dating and in marketing
  26. 26. Solution: We need 2 offers
  27. 27. Solution: We need 2 offers Purchase
  28. 28. Type of offer
  29. 29. Type of offer• Beginning of buying process and research: ebooks, whitepapers, webinars, slideshares, videos
  30. 30. Type of offer• Beginning of buying process and research: ebooks, whitepapers, webinars, slideshares, videos• Near the end of buying process and in decision making mode: free consultation, free intro offer Download now Book now Sign up here (These are CTAs, call to actions) Request now
  31. 31. Ingredients
  32. 32. Ingredients Call to action 1
  33. 33. Ingredients Call to action 1 Call to action 2
  34. 34. Download fabulous ebook now
  35. 35. Download fabulous ebook now Database
  36. 36. Download fabulous ebook now Database
  37. 37. Download fabulous ebook now Database
  38. 38. Promote offer
  39. 39. Promote offer• By driving traffic to blog posts that
  40. 40. Promote offer• By driving traffic to blog posts that • have the CTA at the bottom
  41. 41. Promote offer• By driving traffic to blog posts that • have the CTA at the bottom • are informative and/or entertaining and/or inspiring
  42. 42. Promote offer• By driving traffic to blog posts that • have the CTA at the bottom • are informative and/or entertaining and/or inspiring • useful to reader
  43. 43. Promote offer• By driving traffic to blog posts that • have the CTA at the bottom • are informative and/or entertaining and/or inspiring • useful to reader • worthy to be shared with others
  44. 44. Promote offer• By driving traffic to blog posts that • have the CTA at the bottom • are informative and/or entertaining and/or inspiring • useful to reader • worthy to be shared with others• ONCE a week
  45. 45. Stop selling yourselfStart selling your information
  46. 46. Stop selling yourselfStart selling your information You are seen as a knowledgable expert when you share good quality information freely and help people satisfy their needs
  47. 47. Visitor focused marketing •Be of SERVICE •Be of USE •Be HELPFUL
  48. 48. Inbound Marketing Process
  49. 49. Inbound Marketing Process• GET FOUND Social Media Search Referrals Emails Biz cards Flyers Networking
  50. 50. Inbound Marketing Process• GET FOUND Social Media Search Referrals Emails Biz cards Flyers Networking Website
  51. 51. Inbound Marketing Process• GET FOUND • ENCHANT Social Media offer valuable Search information Referrals regularly Emails updated Biz cards relevant Flyers with personal Networking touch Website
  52. 52. Inbound Marketing Process• GET FOUND • ENCHANT Social Media offer valuable Search information Referrals regularly Emails updated Biz cards relevant Flyers with personal Networking touch Website CTA’s
  53. 53. Inbound Marketing Process• GET FOUND • ENCHANT • CONVERT Social Media offer valuable make a Search information compelling offer Referrals regularly in return for the Emails updated visitor’s details Biz cards relevant Flyers with personal Networking touch Website CTA’s
  54. 54. Inbound Marketing Process• GET FOUND • ENCHANT • CONVERT Social Media offer valuable make a Search information compelling offer Referrals regularly in return for the Emails updated visitor’s details Biz cards relevant Flyers with personal Networking touch Landing Website CTA’s pages
  55. 55. Inbound Marketing Process• GET FOUND • ENCHANT • CONVERT • RE-ENGAGE Social Media offer valuable make a keep top of Search information compelling offer mind by being Referrals regularly in return for the helpful Emails updated visitor’s details email Biz cards relevant social media Flyers with personal stay in touch Networking touch Landing Website CTA’s pages
  56. 56. Inbound Marketing Process• GET FOUND • ENCHANT • CONVERT • RE-ENGAGE Social Media offer valuable make a keep top of Search information compelling offer mind by being Referrals regularly in return for the helpful Emails updated visitor’s details email Biz cards relevant social media Flyers with personal stay in touch Networking touch Landing Website CTA’s pages Email/SM
  57. 57. Next action steps
  58. 58. Next action steps• Develop 2 enchanting offers One a digital asset, one a free taste of your product
  59. 59. Next action steps• Develop 2 enchanting offers One a digital asset, one a free taste of your product• Create digital items:
  60. 60. Next action steps• Develop 2 enchanting offers One a digital asset, one a free taste of your product• Create digital items: ✓a landing page for each offer
  61. 61. Next action steps• Develop 2 enchanting offers One a digital asset, one a free taste of your product• Create digital items: ✓a landing page for each offer ✓at least one CTA for each offer (use Powerpoint)
  62. 62. Next action steps• Develop 2 enchanting offers One a digital asset, one a free taste of your product• Create digital items: ✓a landing page for each offer ✓at least one CTA for each offer (use Powerpoint) ✓a form for each offer (use Mailchimp and create a group for each offer in your list)
  63. 63. Next action steps• Develop 2 enchanting offers One a digital asset, one a free taste of your product• Create digital items: ✓a landing page for each offer ✓at least one CTA for each offer (use Powerpoint) ✓a form for each offer (use Mailchimp and create a group for each offer in your list)• Write weekly blog posts worthy of a share by busy people
  64. 64. Next action steps• Develop 2 enchanting offers One a digital asset, one a free taste of your product• Create digital items: ✓a landing page for each offer ✓at least one CTA for each offer (use Powerpoint) ✓a form for each offer (use Mailchimp and create a group for each offer in your list)• Write weekly blog posts worthy of a share by busy people• Promote: 50% OPC (other people’s content), 30% your own blog posts, 20% your offer (experiment with 70/20/10)
  65. 65. Rinse & Repeat•Measure: what works what doesn’t?•New offers•Experiment•Video?•Webinars?•Slideshares?
  66. 66. Show up and BE the best you can be.- Bettina Horvath www.MyBizPerforms.com

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