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Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013

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Whether your are marketing B2B or B2C, this presentation will help you with:
-Targeting the Right Audience
-Marketing Techniques, On and Off-line, including networking, speaking, strategic partnering, social media and email marketing strategies to name a few!

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Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013

  1. 1. BUILD IT GREEN WEBINAR JULY 30, 2013 MAUREEN LADLEY, LADLEY & ASSOCIATES CGBP, LEED AP Guerilla Marketing for Small Businesses Maureen@LadleyandAssociates.comFacebook.com/LadleyandAssociates
  2. 2. Questions Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  3. 3. Today’s Agenda Facebook.com/LadleyandAssociates 1. Targeting the Right Audience 2. Off-Line Marketing 3. On-Line Marketing 4. Questions Maureen@LadleyandAssociates.com
  4. 4. Today’s Agenda Facebook.com/LadleyandAssociates 1. Targeting the Right Audience 2. Off-Line Marketing 3. On-Line Marketing 4. Questions Maureen@LadleyandAssociates.com
  5. 5. Targeting the Right Audience Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com …whether you are marketing B2B or B2C.
  6. 6. Know Your Customer Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  7. 7. Know Your Customer LadleyandAssociates.comFacebook.com/LadleyandAssociates
  8. 8. Client Persona Facebook.com/LadleyandAssociates  Fictional representations of your ideal client(s)  Facts are discovered through research into your ideal target client group through:  Surveys  Interviews  Asking  Expanded with educated speculation Maureen@LadleyandAssociates.com Source: HubSpot
  9. 9. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  10. 10. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  11. 11. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  12. 12. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  13. 13. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  14. 14. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  15. 15. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  16. 16. Client Persona – HubSpot Template Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  17. 17. Today’s Agenda Facebook.com/LadleyandAssociates 1. Targeting the Right Audience 2. Off-Line Marketing 3. On-Line Marketing 4. Questions Maureen@LadleyandAssociates.com
  18. 18. Off-Line Marketing Facebook.com/LadleyandAssociates  Networking  Events/Speaking  Partnering Maureen@LadleyandAssociates.com
  19. 19. Off-Line Marketing - Networking Facebook.com/LadleyandAssociates  Still the #1 for new business for AEC firms  Stay top-of-mind  Build relationships Maureen@LadleyandAssociates.com
  20. 20. Off-Line Marketing - Networking Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  21. 21. Off-Line Marketing - Events/Speaking Facebook.com/LadleyandAssociates  Webinars  Capture names and email addresses  Topics and events at your business  Highly motivated people attend  Speak on your FAQ’s, or to a practice area  Make it a newsworthy open house and invite media  Speaking at organizations  Create a Speaker Sheet to email with who, what, why  Get business cards via drawing or other means Maureen@LadleyandAssociates.com
  22. 22. Off-Line Marketing – Events on Location Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  23. 23. Off-Line Marketing – Event Call-to-Action Facebook.com/LadleyandAssociates When marketing off-line, ask for a small action: • Drop business card to win • Like on Facebook • Sign-up for free eBook • Sign up for additional events Move leads, from whatever source, towards your marketing pipeline Maureen@LadleyandAssociates.com
  24. 24. Off-Line Marketing - Partnering Facebook.com/LadleyandAssociates  Reduce Marketing Costs  Photography  Advertising  Events  Charity  Business Maureen@LadleyandAssociates.com
  25. 25. Today’s Agenda Facebook.com/LadleyandAssociates 1. Targeting the Right Audience 2. Off-Line Marketing 3. On-Line Marketing 4. Questions Maureen@LadleyandAssociates.com
  26. 26. On-Line Marketing Facebook.com/LadleyandAssociates  Inbound versus Outbound Marketing  Who’s on-line  Email capture for a valuable content offer  Ebooks  Webinars  Video Series  Social Media  LinkedIn  Facebook Maureen@LadleyandAssociates.com
  27. 27. “Inbound Marketing” Explained Conventional Advertising “Inbound Marketing” Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  28. 28. Who is On-Line? Facebook.com/LadleyandAssociates According to Pew Research: Everyone  82% of all American adults ages 18 and older say they use the Internet or email occasionally.  67% do so on a typical day.  53% of American adults age 65 and older use the Internet or email. Source: Pew Internet & American Life Project Maureen@LadleyandAssociates.com
  29. 29. On-Line Marketing - Email Capture Facebook.com/LadleyandAssociates  Would you rather have your website traffic:  Come, then go? Or,  Leave their name and email address?  Offer something of value, earn the right to the visitor’s information  Ebooks (pdf)  Free Webinar  Video series Maureen@LadleyandAssociates.com
  30. 30. On-Line Marketing -Email Capture Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  31. 31. On-Line Marketing – Email Capture Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  32. 32. On-Line Marketing – Email Capture Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  33. 33. On-Line Marketing - Email/Enews Facebook.com/LadleyandAssociates And, take advantage of automated content:  Subscription confirmation  Welcome and introduction message  Timed content – enrollment, point-in-time, etc. Make an offer:  Free half hour telephone consultation Maureen@LadleyandAssociates.com
  34. 34. On-Line Marketing - Social Media LadleyandAssociates.comFacebook.com/LadleyandAssociates Who uses social media? According to Pew Research: Most  66% of online adults use social media.  Higher percentages in younger ages, but…  72% 30-49  50% 50-64  34% 65+  69% of households earning $75,000+  69% vs 65%, Urban vs Suburban Source: Pew Internet & American Life Project
  35. 35. On-Line Marketing - Social Media Facebook.com/LadleyandAssociates Where should you be? Where your customers are. As of August 2012:  66% of online adults use Facebook  20% use LinkedIn  16% use Twitter  12% of online adults say they use Pinterest  12% of online adults say they use Instagram  5% of online adults say they use Tumblr Maureen@LadleyandAssociates.com
  36. 36. On-Line Marketing – Facebook Apps Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  37. 37. On-Line Marketing – LinkedIn Portfolio Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com
  38. 38. Social Media Facebook.com/LadleyandAssociates Create a plan  Interesting content  Position yourself as the expert  Share company’s work  Draw from other sources (aka curate)  Include Calls-to-Action  Attend events  Join groups  Sign-ups Maureen@LadleyandAssociates.com
  39. 39. Questions Facebook.com/LadleyandAssociates Maureen Ladley (510) 238-0150 Maureen@LadleyandAssociates.com www.LadleyandAssociates.com Maureen@LadleyandAssociates.com

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