Marketing Clinic:Free online marketing toolsSoleilles Cowork, ParisApril 15, 2013
Agenda• Introduction• 9 free online marketing tools- What to use them for- How to use them• Case studies• Even more free t...
Introduction to free onlinemarketing tools:Identify your objectiveFind the tool
Free tools for many marketingjobs• MarketIntelligence• Email Marketing• PR andcommunication• Social Networking• Analytics•...
Tool 1: Google alertsWhat to use it for:• Keeping tabs on the competition / benchmarking• Finding out whats being said abo...
Google alerts: How does it work?Set up your alert by choosing: query, result type, howoften and how many results you want ...
Google alerts: Tips• Be specific, terms like “jobs” or “vacations”will get you anything and everything• Use “ ” to avoid g...
Tool 2: Social mentionWhat to use it for:• Like Google Alerts, tracking trends, thecompetition, your products, etc. but on...
Social mention: How does it work?You can set up alerts (temporarily disabled) or checkwhat people are saying in real time
Social mention: Tips• Choose a specific source or sources to definetype of content (i.e. if you dont want videos,only want...
Social mention: Tips 2Understanding results:Sentiment: ratio of positive mentions vs. negativementionsStrength: likelihood...
Tool 3: HootsuiteWhat to use it for:• Manage multiple social media channels• Organizing and scheduling your participationi...
Hootsuite: How does it work?From the dashboard you can: add social networks,create “streams” of information from thesenetw...
Hootsuite: Tips• From your dashboard you can create a “tab”for each social network• You can create “streams” of informatio...
Tool 4: EventbriteWhat to use it for:• Creating an event page• Promoting events: inviting clients / yourmailing list to ev...
Eventbrite: How does it work?Eventbrite will walk you through the steps to:Create event title and description, upload logo...
Eventbrite: Tips• Create “tickets” for free or paying events,invitation only or promoted• Promote your event: choose a cat...
Eventbrite: Tips 2• Check how many people have registered andsee stats (where attendees are from)• Send a follow up remind...
Tool 5: Google keyword toolWhat to use it for:• Find what keywords searchers are using to lookfor your product/service and...
Google keyword tool: How does itwork?Create an Adwords account (you dont have to useAdwords), log in and select “Tools and...
Google keyword tool: Tips• If you do a search for a URL you will getsuggestions based on the content of thatwebsite (type ...
Google keyword tool: Tips 2• Select device (i.e.maybe youre interested insearches only from mobile devices)• Choose result...
Tool 6: MailchimpWhat to use it for:• Designing and sending emails to prospectsand clients• Automating emails based on act...
Mailchimp – How does it work?
Mailchimp – Tips• Start by customizing (localizing) the automatedwelcome, sign-up and unsubscribe emails for eachlist.• Us...
Tool 7: Prweb + PitchWhat to use it for:• generate press releases, digital media kits oradvertisements quickly• stores con...
Tool 8: Survey MonkeyWhat to use it for:• To send free polls, surveys, questionnaires,customer feedback and market researc...
Survey Monkey: How does it work?Set up your survey: use free templates to designsurvey, collect responses & analyze results
Survey Monkey: Tips• Create surveys directly on your Facebookaccounts• Take advantage of integration into Mailchimpcampaig...
Tool 9: ZOHO CRMWhat to use it for:• ZOHO is a suite of online Business,Productivity and Collaboration applications• 20 Ap...
ZOHO CRM: How does it work?From the browser you can:
ZOHO CRM: Tips• You can create a web-to-lead form toautomatically add leads from your website• You can easily integrate wi...
Case study 1Leroy Merlin - “CRM for customer retention inthe wired economy »CR today:•Self-service•Personal assistance and...
Competitive environment of the decoration departmentCompetitive environment of the decoration departmentCase study 1 cont.
Case study 2Thomas & Neel• Language training for professionals since2004: training company employees at alllevels and in m...
More tools....Category Tool LinkAnalytics Google Analytics www.google.com/analyticsBlog & web site creation Wordpress www....
“Lead generation”What are some best practices?Audience question:
Contact usAmanda Saionzamandamail.as@gmail.com+33 06 83 99 05 21Noel Thevenetnoel@petiteplanetmarketing.com+33 06 20 12 77...
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Marketing Clinic: Free online tools for maximizing your marketing budget - Apr 15 2013

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How to get the most out of your marketing budget (even if you don't have one!) with free online tools

Need to promote your small or medium-sized company or solopreneur business?
Need to benchmark your product or brand, keep tabs on your competition, generate leads, build notoriety, etc. on a low budget?
Need some creative ideas to deal with your marketing department's budget cuts?

Join us for the next Marketing Clinic event on Free Online Marketing Tools.

If you are a marketing or communications professional, or an entrepreneur or small/medium-sized business owner, this small-format conference is structured to allow for an open exchange of ideas and best practices. The objective is to create a friendly forum to share and discuss free online marketing tools and maybe even get some audience feedback. Or, you may just want to sit back and listen to what others are doing and come away with a few ideas.

The Marketing Clinic's team of seasoned marketers Stephanie Kidder, Noel Thevenet, and Amanda Saionz, along with Entrepreneur Club leader, Susan Haimet, will give a practical presentation of free marketing tools, what they can be used for, and an introduction to how to use them.

This event, co-sponsored by the Entrepreneur Club, is the 4nd in the Marketing Clinic series from the EPWN Marketing Club.
For more information: http://www.linkedin.com/groups/Marketing-Clinic-4849281/about

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  • Acquisition New subscribers Prospects Social media visibility, likers Nurturing prospects Until they are ready to convert Keep the dialogue open Retention Remain connected Help with success Become ambassador, advocate Transactional Purchase Service Surveys
  • Spam traps Unsubscribe or complaint rates
  • Methods to segment your DB Surveys Quick polls Registration info Purchase info
  • Spam traps Unsubscribe or complaint rates
  • Methods to segment your DB Surveys Quick polls Registration info Purchase info
  • Open rates often level off over time Test subject lines, date and time of send to BtoC on the weekends or evenings during the week BtoB during the work week, avoid Mondays or Fridays I find it good to create an excel file where you track results of campaigns over time. Include subject lines, targets, offer details and results. Time and day sent.
  • Methods to segment your DB Surveys Quick polls Registration info Purchase info
  • Open rates often level off over time Test subject lines, date and time of send to BtoC on the weekends or evenings during the week BtoB during the work week, avoid Mondays or Fridays I find it good to create an excel file where you track results of campaigns over time. Include subject lines, targets, offer details and results. Time and day sent.
  • Methods to segment your DB Surveys Quick polls Registration info Purchase info
  • Spam traps Unsubscribe or complaint rates
  • Methods to segment your DB Surveys Quick polls Registration info Purchase info
  • Spam traps Unsubscribe or complaint rates
  • Methods to segment your DB Surveys Quick polls Registration info Purchase info
  • Open rates often level off over time Test subject lines, date and time of send to BtoC on the weekends or evenings during the week BtoB during the work week, avoid Mondays or Fridays I find it good to create an excel file where you track results of campaigns over time. Include subject lines, targets, offer details and results. Time and day sent.
  • Methods to segment your DB Surveys Quick polls Registration info Purchase info
  • Marketing Clinic: Free online tools for maximizing your marketing budget - Apr 15 2013

    1. 1. Marketing Clinic:Free online marketing toolsSoleilles Cowork, ParisApril 15, 2013
    2. 2. Agenda• Introduction• 9 free online marketing tools- What to use them for- How to use them• Case studies• Even more free tools
    3. 3. Introduction to free onlinemarketing tools:Identify your objectiveFind the tool
    4. 4. Free tools for many marketingjobs• MarketIntelligence• Email Marketing• PR andcommunication• Social Networking• Analytics• Events and surveys• Contests• Content marketing• And don’t forget..Crowd sourcing
    5. 5. Tool 1: Google alertsWhat to use it for:• Keeping tabs on the competition / benchmarking• Finding out whats being said about yourcompany or product• Finding content for content marketingwww.google.com/alerts
    6. 6. Google alerts: How does it work?Set up your alert by choosing: query, result type, howoften and how many results you want to receive
    7. 7. Google alerts: Tips• Be specific, terms like “jobs” or “vacations”will get you anything and everything• Use “ ” to avoid getting suggestions fromGoogle for related terms: Im looking for“somy” not Sony, and for phrases: “whitehouse”• Put a minus sign in front of words you want toavoid: paris -texas• Limit sites: “marketing jobs” site: .co.uk
    8. 8. Tool 2: Social mentionWhat to use it for:• Like Google Alerts, tracking trends, thecompetition, your products, etc. but on SocialMedia (i.e. user-generated content)• Finding out how people feel about your productor service and how much their talking about itwww.socialmention.com
    9. 9. Social mention: How does it work?You can set up alerts (temporarily disabled) or checkwhat people are saying in real time
    10. 10. Social mention: Tips• Choose a specific source or sources to definetype of content (i.e. if you dont want videos,only want content from blogs)• Use advanced search options to: find an exactphrase, include all words, eliminate unwantedwords, choose location or language, oreliminate users youre not interested in
    11. 11. Social mention: Tips 2Understanding results:Sentiment: ratio of positive mentions vs. negativementionsStrength: likelihood people are discussing the search termPassion: how often mentioned by the same peopleReach: number of unique authors divided by total numberof mentions)Top keywords: keywords most often used that relate toyour search termTop users: people who are talking the most about you(useful for identifying influencers!)
    12. 12. Tool 3: HootsuiteWhat to use it for:• Manage multiple social media channels• Organizing and scheduling your participationin social media• Generating new business, customer support… by responding to mentions• Getting valuable analytics informationwww.hootsuite.com
    13. 13. Hootsuite: How does it work?From the dashboard you can: add social networks,create “streams” of information from thesenetworks, send and schedule messages …..
    14. 14. Hootsuite: Tips• From your dashboard you can create a “tab”for each social network• You can create “streams” of information fromthese networks, i.e. a twitter list about anindustry topic• You can send and schedule messages inadvance, i.e. maybe you want your followersin Australia to get a tweet when youresleeping
    15. 15. Tool 4: EventbriteWhat to use it for:• Creating an event page• Promoting events: inviting clients / yourmailing list to events• Managing registrations for events, printingname badges ….www.eventbrite.com
    16. 16. Eventbrite: How does it work?Eventbrite will walk you through the steps to:Create event title and description, upload logo, etc
    17. 17. Eventbrite: Tips• Create “tickets” for free or paying events,invitation only or promoted• Promote your event: choose a category to listit in directory and search engines, letattendees recommend on FB or Twitter• Create a customized URL for your event• Upload a contact list to send invitations (nomore than 2000!)• Survey attendees
    18. 18. Eventbrite: Tips 2• Check how many people have registered andsee stats (where attendees are from)• Send a follow up reminder to attendees• Print out your guest list (or download the appto check in attendees with your phone ortablet)• Re-use old lists for new events
    19. 19. Tool 5: Google keyword toolWhat to use it for:• Find what keywords searchers are using to lookfor your product/service and get keyword ideas• Get domain names ideas• Drive traffic to your website or blog by findingthe most effective keywords to include incontent!ww.adwords.google.com
    20. 20. Google keyword tool: How does itwork?Create an Adwords account (you dont have to useAdwords), log in and select “Tools and analysis”
    21. 21. Google keyword tool: Tips• If you do a search for a URL you will getsuggestions based on the content of thatwebsite (type in the competition, see whatyou get!)• Enter keywords or phrases (separate line foreach): start with a broad search and narrow itdown with “include terms” and “excludeterms” tools• Select category, geographical area andlanguage (in “advanced options and filters”)
    22. 22. Google keyword tool: Tips 2• Select device (i.e.maybe youre interested insearches only from mobile devices)• Choose results you want to display:- Competition (% of adwords users biddingon this term- Global monthly searches- Local monthly searches• Select “Only show results closely related tosearch” to see only results that include theexact words you entered
    23. 23. Tool 6: MailchimpWhat to use it for:• Designing and sending emails to prospectsand clients• Automating emails based on actions (sign-upforms, purchases etc.)• Maintaining a simple database of clients andtarget groupswww.mailchimp.com
    24. 24. Mailchimp – How does it work?
    25. 25. Mailchimp – Tips• Start by customizing (localizing) the automatedwelcome, sign-up and unsubscribe emails for eachlist.• Use the new drag-and-drop builder – very EASY!• Create templates for different email types• Set up autoresponders (trigger emails)• Use testing tools to test deliverability/design• Advanced: check out the standard integrationsavailable (Survey Monkey, Zoho CRM etc.)
    26. 26. Tool 7: Prweb + PitchWhat to use it for:• generate press releases, digital media kits oradvertisements quickly• stores content online• Add personality, rich media to press releases• Track resultswww.prweb.com www.pitchengine.com
    27. 27. Tool 8: Survey MonkeyWhat to use it for:• To send free polls, surveys, questionnaires,customer feedback and market research andanalyze results• To find respondents for surveys• To run surveys on Facebook• To integrate into Mailchimp campaigns
    28. 28. Survey Monkey: How does it work?Set up your survey: use free templates to designsurvey, collect responses & analyze results
    29. 29. Survey Monkey: Tips• Create surveys directly on your Facebookaccounts• Take advantage of integration into Mailchimpcampaigns• Tap into Audience, Survey Monkey’s databasefor quick customer feedback for any budget• Integrate survey results into Salesforce
    30. 30. Tool 9: ZOHO CRMWhat to use it for:• ZOHO is a suite of online Business,Productivity and Collaboration applications• 20 Applications designed to work together• ZOHO CRM used to track customers fromlead creation to sale win / losswww.zoho.com
    31. 31. ZOHO CRM: How does it work?From the browser you can:
    32. 32. ZOHO CRM: Tips• You can create a web-to-lead form toautomatically add leads from your website• You can easily integrate with OutLook($3/month) to make sure you always haveupdated Contact information offline and tomake sure you always have your data.• You can use ZOHO to manage Products, withsupport and price book, as well as purchaseorders and invoicing.
    33. 33. Case study 1Leroy Merlin - “CRM for customer retention inthe wired economy »CR today:•Self-service•Personal assistance and advice on site –our core competitive advantage – highlydependent on the training of our HR on site•Communication handled by nationalheadquartersRetail business model:•Product offer, services and prices tailored tothe local customer base•Store organization and workflows shaped bythe store managers•Internet web site managed by headquartersTomorrow’s challenges:•Customer expectations:• Products and services tailored totheir needs• Increased pricing coherence• Professional advice on homeimprovement solutions•How can we build more proximity with ourcustomer base?•What form should our relationship with ourcustomer take?•How can we make the difference with ourmany different competitors?...
    34. 34. Competitive environment of the decoration departmentCompetitive environment of the decoration departmentCase study 1 cont.
    35. 35. Case study 2Thomas & Neel• Language training for professionals since2004: training company employees at alllevels and in multiple departments• Solid client base of large internationalcompanies mainly through word-of-mouth• T&N would like to offer new kinds of services(I.e.weekend workshops) and reach newclients. NEVER done any marketing, where tostart???
    36. 36. More tools....Category Tool LinkAnalytics Google Analytics www.google.com/analyticsBlog & web site creation Wordpress www.wordpress.comCRM + 20 tools Zoho www.zoho.com/Email marketing Mailchimp www.mailchimp.comEvents & surveys Event Brite www.eventbrite.com/Events & surveys Survey monkey www.surveymonkey.com/home/Lead Generation LinkedIn www.linkedin.comMarket Intelligence Alexa www.alexa.comMarket Intelligence Google keyword toolMarket Intelligence Technorati www.technorati.comMarket Intelligence Stumbleupon www.stumbleupon.comMarket Intelligence digg digg.comMarket Intelligence Quora www.quora.com/Market Intelligence Live Keyword analysis www.live-keywordanalysis.comMarket Intelligence Similarweb www.similarweb.comMarket Intelligence Wordtracker www.wordtracker.comOrganization Wordflowy workflowy.com/Organization Evernote evernote.com/PR & Communication PR log www.prlog.org/PR & Communication Slideshare www.slideshare.netPR & Communication PitchEngine new.pitchengine.com/PR & Communication PRWeb fr.prweb.com/Reference Seobook www.seobook.comSocial Networking Hootsuite hootsuite.com/Social Networking Tweetdeck www.tweetdeck.comSocial Networking Followerwonk www.followerwonk.comSocial Networking Socialmention socialmention.com/Team management Basecamp basecamp.com/Team management Asana asana.com/
    37. 37. “Lead generation”What are some best practices?Audience question:
    38. 38. Contact usAmanda Saionzamandamail.as@gmail.com+33 06 83 99 05 21Noel Thevenetnoel@petiteplanetmarketing.com+33 06 20 12 77 91Stephanie Kidderskidder@wanadoo.fr+33 06 80 91 98 85Susan Haimetsusan@dreamface.org+33 06 42 48 01 61

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