Bacon Marketing_v2
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This document provides marketing tactics and strategies that can be done on a small budget. It discusses using social media, content marketing, events, and other creative tactics like branded souvenirs to promote a business in a cost effective way. Specific tactics mentioned include doing tweet chats, participating in groups on social media, creating flagship content and deriving multiple types of derivative content from it, holding pop up events, and creating inexpensive branded items like bandaids to distribute at events. The overall message is that marketing on a small budget requires creativity but can be effective in gaining awareness, leads, and sales.
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Bacon Marketing_v2
- 1. Bacon Marketing Creative tactics that will you get noticed on a shoe string budget Maureen Jann | Point It Digital Marketing www.pointit.com 10.27.2015
- 2. Table of Contents Why Bacon?1 Social Media on the Cheap4 Content Marketing on the Cheap2 Cooking up the Bacon5 Events on the Cheap3 Make a BLT+A6 2
- 3. Why Me? Maureen Jann • Director of Marketing for Point It Digital Marketing (and webinar hostess) • Consultant & Graphic Designer for SuperDeluxe Marketing • Business Owner – PFG Printables • 15 years experience • Focus on creative marketing solutions within a budget 3
- 5. Why Bacon? 5 “You don’t have to be rich to be my girl.” -Prince
- 6. 6
- 7. 7 Marketing on the cheap, does not mean marketing for free. @MaureenOnPoint
- 8. Level Setting – Marketing Funnel 8 What vendors are in the market? What is bacon? Which of my challenges do you solve? What kinds of breakfast foods are there? How do you compare to your competitors? Do I like bacon better? You’re the vendor for me. I am eating bacon. Awareness Understanding Consideration Purchase
- 10. Content Marketing: Everyone’s Doing It 10 67%of consumers say they feel better about a company that delivers custom content, and are more likely to buy from that company. -Custom Content Council
- 11. What kinds of content can you create? 11 COMPARISONS ARTICLES PODCASTS SOCIAL MEDIA BLOG ARTICLE VIDEO WEBINARS EBOOKS ETC…
- 12. Content Marketing on the Cheap 12 If you PAY for 1 piece of content, you can get 5 pieces of content out of it.
- 13. Flagship Content 13 FLAGSHIP CONTENT Topic SME Interview Edit Interview Transcript Edit Transcription Draft 2 Final Tweaks
- 15. Flagship Content 15 Final Perfect Bacon Sammy FLAGSHIP EXAMPLE: Article on The Perfect Bacon Sandwich Cooking Bacon Bacon Chef Edit Interview Draft 1 Perfect Bacon Sammy
- 16. How do you make derivative content? 16 Infographic Webinar Blog Article Social Media Campaign Flagship Content PROOFING
- 17. What does it cost? Recording: $0 Transcription: ~$60-90 Editing a 1000-1500 word article: $30-50 Microsoft or Google Document Templates: $0 Time: between 4-6 Hours The Flagship Piece 17 $$
- 18. 18 Effective content is consumed content. @MaureenOnPoint
- 19. 19 How to do Keyword Research in 90 Minutes – MOZ http://pointit.co/1Xw5Wxs
- 21. Why was it meaningful? 21
- 22. 22 The Results 22 “How…” Coloring Book “Why…” 3-Blog Series “Who…” Webinar Social Media Campaign Tradeshow Booth “Future of” Article Five Diamond eBook
- 23. Pre & Post Launch Process 23 Email Coloring Book Landing Page Thanks You Page Webinar Invitation Webinar Landing Page Webinar Follow Up Email Blog Articles BEFORE THEY DOWNLOAD THE BOOK AFTER THEY DOWNLOAD THE BOOK
- 24. Steal This! • Get back to basics. • Leverage surprise. • Use your existing resources. • Acquire cohorts. You can… 24
- 25. 25 Don’t waste leads. Nurture, nurture, nurture. @MaureenOnPoint
- 26. 3 Events 26
- 27. Events are still important. 27 79%Of companies still use events to generate leads. -Statista
- 28. Events on the Cheap! 28
- 29. Pop Up Events 29
- 30. • Exchange cards to get credit. • Give a CTA card to get extra credit. Get the most out of Networking Networking Events
- 31. 31 Experiential marketing isn’t just for the big boys. @MaureenOnPoint
- 32. Print Your Own T-Shirt Booth 3232
- 35. The Results 35 300+ New Leads 10 Minutes of Quality Time with Leads 3 Deals New eBook downloads A reputation for being innovative What was gained? $1500 for the silkscreens, squeegees + ink, etc. $500 for the shirt design Tradeshow costs What did it cost?
- 36. Steal This! • Appeal to something they already enjoy • Make it Interactive • Start a genuine conversation You can… 36
- 37. 37 80% Awesome means that you don’t let perfect get in the way of great. @MaureenOnPoint “ “
- 38. 4 Social Media
- 39. Social Media Isn’t a Nice to Have 39 97%Of B2C Marketers use Facebook to connect with their market. -Social Media Examiner 2014 survey 89%Of B2B Marketers use Facebook to connect with their market. -Social Media Examiner 2014 survey
- 40. Social Media on the Cheap 40 Do 3things on social media.
- 41. Tweet Chats 41
- 43. 43 Tweet/Linkedin/Facebook/G+/etc. Put your content on a rotation on social media. Spend 30 minutes every Monday morning scheduling the week’s schedule.
- 45. 45 Small business marketers need to focus on the customer experience. @MaureenOnPoint
- 46. Does it work? Yup. 46
- 47. Website Traffic is Up! 47
- 49. Vendor networks are key. DESIGNING WRITING WEB SITE SOCIAL MEDIA WEBINARS VIDEO CRM
- 51. 51 The Results 51 Expertise awareness New Leads Segmentation based on event topic What will be gained? $.84 for 2 bandaids per pack .045 per bag topper (includes paper, toner, etc) (2 per page) About 6 hours of labor Total Cost: $0.89 per piece (based on a cost of 200 – Total $200) What did it cost?
- 52. Steal This! • Consistently use a theme. • Use inexpensive household items. • Get more for less with multi-packs. You can… 52
- 54. Life Cycle of Content 54 Interview Flagship: Attribution Webinar Blog Article 3 Mini Lessons from Webinar Recording Attribution Workbook Tweet LinkedIn FB Tweet FB Tweet Tweet LinkedIn FB Tweet LinkedIn FB Email Email Email Email Tweet LinkedIn FB Email Tweet LinkedIn FB Email FB Twee Tweet LinkedIn FB Email
- 55. 55 Marketing on the cheap is a labor of love. @MaureenOnPoint
- 56. Questions? Director of Marketing Point It Digital Marketing Twitter: MaureenOnPoint Email: maureenj@pointit.com Presentation: http://pointit.co/1jBi2Hf Blog: http://pointit.co/1OIVtgt Maureen Jann 56
- 57. Thank You www.pointit.com It’s been fun!
Editor's Notes
- It’s true, you don’t have to be rich, you just need to know your audience. And I know you. Because I’ve done it. My guess is that you work really hard. You are passionate about what you do. You have probably made a lot of sacrifices to be where you are. Maybe you’re living out your dream, or helping someone else live out their dream as the sole owner of a marketing function. Whatever the case may be… You like bacon. And here you are.
- How many of you have heard of Seth Godin? How about Purple Cow marketing? This presentation isn’t about that, but it is about being memorable. You need to stand out, you need to let YOUR freak flag fly.
- Don’t confuse the two. You cannot see good results without spending any money. Anyone who tells you differently is fibbing.
- One of the most effective ways to drive people through your funnel is by engaging them on your website. What can you do keep them there? Content marketing. It doesn’t matter if it’s B2B, B2C content marketing is a powerful tool that you can use to get them interacting with your brand. If you’re ignoring this piece, you’re ignoring 67% of your customer base.
- Not sure where to get started on content marketing? Sounds hard? Sounds like something just for the big boys? Maybe you’re already doing it but finding it expensive… whatever the case… here are a couple of ways that you can do it to help get lean. What if I told you that you can PAY for one piece and get 5 pieces of content out of it? The first one is not free. All you really need is one solid, beautiful impressive piece of content to put out into the world to connect with your customer and then the sky is the limit.
- Let’s say you use an article as your derivative content… This is UNIQUE content. Aggregate the statistics you list in there, group the statistics in meaningful groups, find a vendor on Fiverr to put it in a graphic setting, OR use a generator like Piktochart. Take the main points from your paper, and turn them into a presentation. Use simple and effective webinar platforms like Readytalk to make sure you can run the webinar yourself (some platforms take 2-3 people to use effectively). Take tweet-able bites out of your presentation and schedule the tweets over a week (with the free version of Hootsuite) with a link back to your download (collect new names!). Condense the highlights down into 300-400 words and post a blog article. I am a Weebly fan. It’s what I recommend to my clients who want to be able to do it all on their own without having to learn very much. These are just sample content types. You can do videos, speaking engagements, pretty much anything. The possibilities are endless.
- Additional editing costs for other pieces.
- If people can’t find your content, then it will go unconsumed! This is a fresh lesson for me. There are companies like Bizible that build content marketing calendars based on SEO keywords related to their business. For instance, if you’re a chef whose restaurant focuses on bacon, Search for keyword research and Moz to find a pretty solid article on doing effective keyword research.
- We started with an ebook that took a complex methodology and explained in a beautiful and visual way. Then we turned into an actual tool that people could use to assess their organization… It was an organizational tool masquerading as a coloring book. How did it work? If you answered one of the first four questions in the affirmative, you colored in the smallest diamond. If you answered question two in the affirmative, then you colored in the second Complexity breeds confusion… doesn’t it? Our company released a complex methodology that was difficult to describe and complicated to market. We struggled to find a way to share it with people in a way that didn’t make them glaze over/fall asleep/write us off. As we ideated (yes, it’s a word) ideas, what became clear is that we wanted people to be able to put this idea into action. They needed to interact with it to make it tangible. So, how do you make a complex concept simple and interactive? A coloring book of course.
- We used the book to drive people to the webinar.
- Get back to basics, what would be nostalgic Get out of the box, think about turning something boring into something funny or unexpected Don’t underestimate your in-office equipment. You can do magical things with a printer and a comb binder Always call the company and explain your awesome project, they often will go out of their way to help you find the best deal because they’re inspired by enthusiasm.
- Most of what we do is part of a larger effort. No piece of content should exist in a vacuum. Everything you create should be leading your customer through the funnel. Everything needs a call to action. Yes. Everything. Your customers are ushering themselves through the funnel. You can choose to help influence this journey, or leave customers to figure it out for themselves. The choice is yours. I recommend the former. What is going to make you stand out from your competitior is the quality of the relationship you build with them. And that quality will improve when you are creative and remarkable.
- It’s easy to dismiss the importance of events, but let’s be honest, getting in front of your customer is key to success. Events can be intimidating due to cost… you can easily drop 10Gs at a tradeshow. Well, I can tell you right now, I have rarely had the opportunity to invest that kind of money in events, but I still find alternative events as an incredibly valuable tool to drive customers through my marketing funnel.
- (beer + wine + signature cocktail) Cocktail Hours -$1500 per event Intimate atmosphere Free Booze for clients
- Take advantage of existing traffic at relevant conferences (B2B), sporting events (b2C) etc with a experiential/pop up marketing stunt…
- A perfect solution for uncertain or introverted networking
- This can be done by anyone, it’s just a matter of creating a MEMORABLE experience for your customer in an unexpected place.
- Anyone can GIVE AWAY t-shirts, but who MAKES THEIR OWN t-shirts. For less than it would cost you to buy a boatload of t-shirts we provided our prospects an experience. The t-shirt concept was specifically geared to be worn and enjoyed beyond just the branding which increased the likelihood that they would wear it outside the conference. If we saw you wearing your t-shirt, you got a prize!
- How did it work? We had a Two screens running, one or two helpers depending on the traffic, a drying table to set the ink after someone pulled their t-shirt, while the prospects waited for their shirts to dried, our sales folks/experts vetted them. This unusual scene lead to a line around the “block” and a bunch of slightly frustrated booths around us because people were just standing in front of them… SOOORRRRYYYY By offering two choices, it was another micro-moment to connect with them. But the real benefic came from the time spent… to hand out a t-shirt, you interact with your potential customer for maybe 2 minutes (if you’re good). If you came to our booth you spent about 10 minutes with our people. 2 Minutes to print the shirt and 8 minutes waiting for it to dry. Possibly MORE if there was a line!
- Best High-five contest Photobooth with your logo-ed backdrop + fun props Candy bar with logo-ed bags Giant Scrabble board where you trade cards/scans for a turn
- Do we go into our events knowing everything? No. It’s been said by confucious, Voltaire and Shakespeare, but when it comes down to it… it’s just good advice.
- One of the most effective ways to drive people through your funnel is by engaging them on your website. What can you do keep them there? Content marketing. It doesn’t matter if it’s B2B, B2C content marketing is a powerful tool that you can use to get them interacting with your brand. If you’re ignoring this piece, you’re ignoring 67% of your customer base.
- This can be a black hole. Ensure that it’s not by doing these three things:
- TAME THE TWITTER BEAST. Too much info. You can’t handle it. Me neither. It’s A LOT. Find Twitter groups and market appropriate event hashtags to participate in. It helps narrow the scope to keep it from being too overwhelming. Tweet Chats http://tweetreports.com/twitter-chat-schedule/
- MAKE SURE PEOPLE KNOW ABOUT WHAT YOU’RE DOING. ANNOUNCING AT THE TIME IS GREAT, but remember it can take up to 12 times for a message to penetrate a person. Keep a rotation going!
- At Point It, we use something called “First and 10” Essentially, take a few moments FIRST thing in the morning to answer questions, participate in a discussion or whatever. Ten social media interactions first thing in the morning in groups will help you concentrate your time and effort. CONCENTRATE TIME AND EFFORT BY PARTICIPATING IN MARKET-APPROPRIATE GROUPS
- Social media gives you the unique ability to
- How do you drive people you meet in person to your website so you can keep nurturing them? You give them resources that are too good to pass up! In this case, we’ve put together some fun little souvenirs with themed goodies and helpful resources. So, now thanks to this speaking engagement, you know I exist. You know my company exists. If you’re my market, you’ll likely want to know more. I’ve provided you with ways to contact me directly, but I know that it’s more likely you’ll go online to ensure that my company offers exactly what you’re looking for. So, I want to help guide that journey. In this case, on the back of the packet you’ll get, is information about my blog article that includes helpful resources as well as a copy of the deck! This is all fine and good, but what will really drive you to the website is…
- Marketing on the cheap is hard work. I still have a blister from using a butter knife to score the bag toppers. Madeline husked over 300 bacon bandaids at the office. It took us about three hours each to bring you these fun packs… so be prepared. Creative marketing takes elbow grease. I don’t want to give you any fales hopes on that… Isn’t the saying “Fast, Cheap and Great, pick two”? Well that applies here. When you’ve done the work, know that there is a good chance that this concept will land, the labor is worth it. It goes from being crap work to a labor of love. For me, I wanted you guys to have something really useful coming out of this session. I didn’t want you to forget about the stuff we talked about. I wanted to be a resource. It was important to me to have you remember what we’ve done together today. And my blister was 100% worth it. =]