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Wordcamp Birmingham 2015 marketing workshop 8th Feb

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Wordcamp Birmingham marketing workshop slides 8th Feb 2015 delivered by Karl Craig-West of Buzz Website Design http://www.buzzwebsitedesign.com

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Wordcamp Birmingham 2015 marketing workshop 8th Feb

  1. 1. Karl Craig-West Director of: And author of the forthcoming book: “Surviving Self-Employment - how to be the best when you are your own boss!” www.buzzwebs.co.uk
  2. 2. What’s in it for YOU in this session ● the 3 key things that all marketing MUST have ● how to properly turn features into benefits that your clients will want to buy ● a simple marketing copywriting formula that will increase response from your marketing messages ● measuring your marketing efforts to ensure you’re spending time and money in the right areas ● a simple referral strategy that you can switch on and off like a tap ● 2 simple (but rarely used) ways of overcoming price objections ● How to pitch WordPress as the obvious choice for the client’s website ● A template marketing plan www.buzzwebs.co.uk
  3. 3. www.buzzwebs.co.uk
  4. 4. Know your mission What do you want to achieve? ● Traffic ● Grow the database ● Make sales ● Increase profile ● Become famous (www.perezhilton.com) ● MAKE MORE MONEY!!! www.buzzwebs.co.uk
  5. 5. YOUR MARKETING MIX ● KNOW YOUR MARKET ● WORK OUT YOUR MESSAGE ● CHOOSE THE RIGHT MEDIA www.buzzwebs.co.uk
  6. 6. The 3 M’s Market - Who are you selling to? Message - What are you saying to them? Media - How are you getting that message across? www.buzzwebs.co.uk
  7. 7. Market Market - Who are you selling to? Where are they? What are they like? How old are they? What do they want? What do/don’t they like? How big is their organisation? What gender are they? What age are they? What do they read/watch? What do they in their spare time? What sector are they in? ???www.buzzwebs.co.uk
  8. 8. The Retreat Very good at targeted marketing: http://www.theretreatclinic.co.uk/ www.buzzwebs.co.uk
  9. 9. Now it’s your turn... www.buzzwebs.co.uk
  10. 10. Message Message - What are you saying to them? What do they want? What are their problems? What’s their pain? What problem can you solve? How can you help them? Why are you the ideal supplier? Why should they do business with you? How can you make their lives/businesses better? ???www.buzzwebs.co.uk
  11. 11. Graze Clear Communication https://www.graze.com/uk www.buzzwebs.co.uk
  12. 12. Now it’s your turn... www.buzzwebs.co.uk
  13. 13. Media Media - How are you getting your message across? This is all about the method(s) you use to communicate your message to your target market… ??? www.buzzwebs.co.uk
  14. 14. NEXT Good use of channels http://www.next.co.uk/ www.buzzwebs.co.uk
  15. 15. Now it’s your turn... www.buzzwebs.co.uk
  16. 16. 1. Affiliate Marketing 2. Affiliates 3. Articles In Other Magazines 4. Asking Existing Clients For Referrals 5. Auto Responders 6. Awards 7. Banner Retargetting 8. Blogs 9. Blogs Others 10. Brochures 11. Business Cards 12. CRM/Database = ESSENTIAL 13. Direct Mail 14. Discussion Groups 15. Email 16. Exhibitions 17. Facebook 18. Facebook ppc 19. Four Square 20. Google + 21. Google ppc 22. Introducers 23. Leaflet Drops 24. Letter Campaigns 25. Linked In 26. Linked In Adverts 27. Local Magazines 28. Local Papers 29. Joint Ventures 30. Networking 31. Newletters Printed 32. Newsletters Email 33. Papers 34. Pinterest 35. Post Cards 36. PR Articles 37. Premium Products = TOP PILLAR 38. Promotional Clothing 39. Promotional Other Cars, Pens Etc 40. Radio 41. Roller Banners 42. Seminars 43. Speaking 44. Sponsorship 45. Squeeze Pages 46. Strategic Partners 47. Telemarketing 48. Telephone 49. Testimonials 50. Testimonials Video 51. Text 52. TV 53. Twitter 54. Up-Sells 55. Video 56. Walk-ins Cold! 57. Webinars 58. Website 59. Yellow Pages Or Similar 60. YouTube
  17. 17. www.buzzwebs.co.uk
  18. 18. Features to Benefits Say What? So What? WIIFM? www.buzzwebs.co.uk
  19. 19. Now it’s your turn... www.buzzwebs.co.uk
  20. 20. Copywriting Formula AIDA Attention Interest Desire Action Headline Subheading Benefit Points Case Study Deadline Call to ACTION www.buzzwebs.co.uk
  21. 21. Now it’s your turn... www.buzzwebs.co.uk
  22. 22. Test & Measure EVERYTHING!!! ● Google Analytics ● tracking numbers (www.citynumbers.co.uk) ● call signals (ask for Steph) ● code numbers (quote offer no XXX) www.buzzwebs.co.uk
  23. 23. Now it’s your turn... www.buzzwebs.co.uk
  24. 24. Referrals Made Simple How to get a referral: ASK for it !!! Or: Offer an incentive Give something back: tell ‘em about the pizza... www.buzzwebs.co.uk
  25. 25. Getting Past Price You do not want any business at ANY price !!! 3 Options: 1 - Monthly payment plan 2 - Build up the value 3 (bonus) - Offer a guarantee www.buzzwebs.co.uk
  26. 26. Wordpress as the obvious choice Thinking about what you’ve learned about features and benefits: www.buzzwebs.co.uk
  27. 27. Your Template Marketing Plan Start with Long-Term Objective / Goal What can you do: ● this month? ● this week? ● each day? www.buzzwebs.co.uk
  28. 28. www.buzzwebs.co.uk
  29. 29. Thank You !! Now pass me a gin and tonic... www.buzzwebs.co.uk
  30. 30. Karl Craig-West Director of: And author of the forthcoming book: “Surviving Self-Employment - how to be the best when you are your own boss!” www.buzzwebs.co.uk

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