SlideShare a Scribd company logo
Marke&ng	
  on	
  a	
  
Shoestring	
  Budget	
  
What We’ll Cover Today
1.	
  How	
  to	
  develop	
  clear	
  brand	
  messages	
  
2.	
  How	
  to	
  do	
  the	
  tradi&onal	
  basics	
  
3.	
  How	
  to	
  leverage	
  your	
  exis&ng	
  customers	
  
4.	
  How	
  to	
  use	
  social	
  media	
  
5.	
  How	
  to	
  be	
  more	
  strategic	
  with	
  everything	
  
What We’ll Cover Today
1.	
  How	
  to	
  develop	
  clear	
  brand	
  messages	
  
2.	
  How	
  to	
  do	
  the	
  tradi&onal	
  basics	
  
3.	
  How	
  to	
  leverage	
  your	
  exis&ng	
  customers	
  
4.	
  How	
  to	
  use	
  social	
  media	
  
5.	
  How	
  to	
  be	
  more	
  strategic	
  with	
  everything	
  
Think about your brand.
Get beyond the services list.
Define your brand identity. Get
beyond your services list to what
makes you different – an elevator
pitch could capture this.
World’s Best Elevator Pitch
I'm Mike Wolfe. And I'm Frank Fritz. And
we're pickers. We travel the back roads of
America looking to buy rusty gold.
We're looking for amazing things buried in
people's garages and barns. What most
people see as junk, we see as dollar signs.
We'll buy "anything" we think we can make
a buck on. Each item we pick has a history
all its own and the people we meet? Well,
they're a breed all their own.
We make a living telling the history of
America...one piece at a time.
Spy on your competitors:
What do they say about themselves?
How are you different?
Know your goals.
Expand into a new market
Grow your customer base
Promote a new service
Sample goals
Identify & prioritize your
target markets
They can look very different and need different marketing
approaches and messages to reach effectively.
Good marketing is not one size fits all.
Adjust your message
for each market
Write your key messages for
each target group
 	
  RULE:	
  People	
  don’t	
  read	
  
 	
  Bullet	
  lists,	
  not	
  paragraphs	
  
 	
  Include	
  brand	
  differen6ators	
  
 Incorporate	
  your	
  elevator	
  pitch	
  
messages	
  
Paid marketing won’t work if you
haven’t clearly spelled out why people
should consider your company.
Define different targets and have
customized messages for each.
Developing clear brand messages
SECTION REVIEW
What We’ll Cover Today
1.	
  How	
  to	
  develop	
  clear	
  brand	
  messages	
  
2.	
  How	
  to	
  do	
  the	
  tradi&onal	
  basics	
  
3.	
  How	
  to	
  leverage	
  your	
  exis&ng	
  customers	
  
4.	
  How	
  to	
  use	
  social	
  media	
  
5.	
  How	
  to	
  be	
  more	
  strategic	
  with	
  everything	
  
Your website should be your
top priority.
Have a professional website
 This will serve as the central hub providing the
most complete information about your company
and directing people to social media channels.
 Does your website convey your brand and
messaging?
 Is the information current and accurate?
 Is it on par with or better than your competitors in
terms of design and quality of content?
Look at what your competitors
are including on their websites
Make sure your website clearly
and completely presents brand
messages and services
 Don’t let your uncle’s neighbor’s son’s
girlfriend do it – you have options!
 Ad Agencies/Web Development
companies/Freelancers
(will they be there for you after it is built?)
 You!
Shoestring budget?
Build your own website
 Benefit: low cost and can include
applications like photo galleries
 Drawback: depends on your time and
writing skills, cookie-cutter design
Make your site Mobile friendly
Building a site with Responsive Design is now an option - or
build a separate mobile website that can detect access by
mobile phones
Create a professional handout
  People don’t read	
  
  Business cards or rack cards may be
enough if you have a good website –
primary purpose of many print materials
today is to drive to web or social media
  Include testimonials, if room permits	
  
  Use low cost VistaPrint.com templates	
  
Hundreds of designs by industry
Send out Press Releases
  Search “How to write a press
release” online
  Has to be newsworthy – launch
new products, announce
events, new staff, new account,
big project, awards
  A few times per year, if you are
lucky
What can you talk about?
  Company announcements
  New customers or completed projects
  New staff or staff stories
  Awards or achievements
  Customer stories
  Related business or community news
  Unsure? look at what others in your industry
are doing
Network! Network! Network!
The 3 Rules of Networking
Don’t heavy sell
It is like dating - ask questions
about them! (But watch for openings
to share info about yourself and your
business)
Don’t worry about how many people
you talk to, just make sure they are
good conversations
Speaking engagements
bring great visibility
Low cost ways to get in the
newspaper or publications
  Story ideas
  Build relationships with reporters
  Submit press releases to AL.com
  Some papers allow you to submit event
photos or community service project
photos (Decatur Daily: Happenings
column every Thursday)
Other low cost ideas
  Sponsorships and trades
  Community service publicity
  Door prizes at conferences
Have a professional website and a
professional handout:
Drive traffic and awareness through
Networking, press releases, and
speaking engagements
Doing the traditional basics
SECTION REVIEW
What We’ll Cover Today
1.	
  How	
  to	
  develop	
  clear	
  brand	
  messages	
  
2.	
  How	
  to	
  do	
  the	
  tradi&onal	
  basics	
  
3.	
  How	
  to	
  leverage	
  your	
  exis&ng	
  customers	
  
4.	
  How	
  to	
  use	
  social	
  media	
  
5.	
  How	
  to	
  be	
  more	
  strategic	
  with	
  everything	
  
It costs
to get a new customer
vs. keep an existing
2%
10%
Customer	
  
Reten&on	
   Costs	
  
Customer profitability tends
to increase over the life of
a retained customer
Make your existing
customers feel special
 Quarterly phone calls or
e-newsletters
 Welcome notes, thank you notes,
holiday cards
 Purchase level recognition with
gifts
 Customer of the quarter gift cards
Ask for Referrals
Ask for
testimonials
E-newsletters are a GREAT way to
stay in front of existing customers
Keep in touch with them – regularly!
Get more leads by asking for referrals
Generate leads and close more
business by asking for and using
testimonials
Leveraging your existing customers
SECTION REVIEW
What We’ll Cover Today
1.	
  How	
  to	
  develop	
  clear	
  brand	
  messages	
  
2.	
  How	
  to	
  do	
  the	
  tradi&onal	
  basics	
  
3.	
  How	
  to	
  leverage	
  your	
  exis&ng	
  customers	
  
4.	
  How	
  to	
  use	
  social	
  media	
  
5.	
  How	
  to	
  be	
  more	
  strategic	
  with	
  everything	
  
What are your top options?
What can you talk about?
  Company announcements
  Events
  New customers, products, or completed projects
  New staff or staff stories
  Awards or achievements
  Customer stories
  Related business or community news
  Unsure? look at what others in your industry
are doing
It is about ENGAGEMENT (and SEO)
WOW!
DID YOU
HEAR?
AWESOME!
COOL!
Cross share
content (and
have your
employees
share too) to
make it all
work!
Case Study #1:
  How a retailer is driving sales with in-store
events marketed through:
•  Facebook
•  Facebook Advertising
•  YouTube
•  E-Newsletters
•  Blog
Case Study #2:
  How Red Sage does SEO and builds top
of mind awareness with:
•  Facebook
•  Blog
•  LinkedIn
•  Twitter
  Showcase your work, recognize customers,
share knowledge, post specials, show
your company’s personality
  Share blog posts, YouTube videos, photos
  Link back to things on your website
  More complex: Embed “like” button on your
website or add html to your Facebook page
  Post several times a week – be personal!
Facebook Best Practices
  It’s made for business.
  Opens your networking circle and
identifies shared contacts for getting
introductions to prospects.
  Join and participate in groups
related to your target market.
  Request Testimonials
  Post weekly at a minimum
LinkedIn
Create a page for your business
Make sure all key employees have
profiles and actively build connections
Ask for testimonials
Search for and actively participate in
industry groups locally, nationally,
internationally
LinkedIn groups are a great way to
monitor buzz and trends
  Not as broad a reach as Facebook
but still important
  Some industries more than others
  Search Twitter and “research” what
people are thinking about things (or
saying about your brand) – great
focus group
  Post daily or multiple times per day
Twitter
Using # and @ to
increase visibility
  Use @ to mention an organization or individual
by name – this shows up in their feed (and is
very desirable) @RedSageAL
  Use # to highlight topics to show up in searches
such as #PromDress #Marketing #Huntsville
  Create your own #hashtag for an event or
promotion such as #RiverFest2012 or
#SageAdvice – use to create buzz at an event
# and @ in action
  Small audience – keep waiting for this to
get more important
  At a minimum, duplicate the posts you
are posting to Facebook or Twitter – but
best to build out like microsite – allows
photo galleries, videos, services pages,
more information than Facebook
  For some local businesses – may be
best way to show up on page 1 of
Google!
Google+
  Highly recommend starting to
incorporate video into your efforts, if
you are not already doing this
  It does not have to be perfect high
quality in many cases!
  Record events, new products, short
how-to’s, testimonials
YouTube
Testimonials
Showcase your facility,
equipment process, or product
  Create content to share across web and
all channels
  Increase the odds you will show up in
search engines – awesome SEO tool
  Drive traffic to your website
  Short articles – very personal,
conversational – your thoughts on your
business, your industry, your life
Blogging
REMINDER:
Cross share
content (and
have your
employees
share too) to
make it all
work!
CAUTION: Don’t start anything
you won’t continue long term
  Great free (or inexpensive) tools
for this:
•  CrowdBooster.com
•  TweetDeck
•  HootSuite.com
•  www.bufferapp.com for personal
Schedule ahead:
Give it time!
  It can take up to a year of diligent
work to see the results of good social
media participation
  A campaign can shorten this
timeframe considerably
Only start the channels that you are committed
to – and that match your audience
Try to engage people to respond or share as
much as possible through campaigns
Cross share content as much as possible
How to use Social Media
SECTION REVIEW
What We’ll Cover Today
1.	
  How	
  to	
  develop	
  clear	
  brand	
  messages	
  
2.	
  How	
  to	
  do	
  the	
  tradi&onal	
  basics	
  
3.	
  How	
  to	
  leverage	
  your	
  exis&ng	
  customers	
  
4.	
  How	
  to	
  use	
  social	
  media	
  
5.	
  How	
  to	
  be	
  more	
  strategic	
  with	
  everything	
  
AUDIENCE	
   PRODUCT/SERVICE	
   MESSAGE	
   BEST	
  WAY	
  TO	
  REACH	
  
General	
  Business	
   Branding,	
  print	
  
design,	
  web	
  design,	
  
marke6ng	
  &	
  social	
  
media	
  consul6ng	
  
We	
  can	
  help	
  you	
  be	
  
more	
  strategic	
  with	
  
your	
  marke6ng	
  so	
  
you	
  get	
  results	
  
Networking,	
  public	
  
speaking,	
  sales	
  reps,	
  
referral	
  program,	
  
social	
  media	
  
Economic	
  &	
  
Community	
  
Development	
  
Organiza6ons	
  
Web	
  design,	
  retail	
  
recruitment	
  guides,	
  
presenta6on	
  
materials	
  
We	
  can	
  help	
  your	
  
community	
  aFract	
  
the	
  aFen6on	
  of	
  site	
  
selectors	
  and	
  
retailers	
  
Industry	
  Tradeshows,	
  
sponsorships,	
  
referral	
  program,	
  e-­‐
newsleFers,	
  blog	
  
Exis6ng	
  Customers	
   All	
  services	
  –	
  with	
  a	
  
focus	
  on	
  new	
  
services	
  
Don’t	
  forget	
  we	
  can	
  
help	
  you	
  with	
  a	
  wide	
  
range	
  of	
  services	
  
Direct	
  mail,	
  referral	
  
programs,	
  e-­‐
newsleFers,	
  calls	
  
List each
Audience…
…and the service/
product you want to
provide each
…and the
message you
want to tell each
…and the
best ways to
reach each
Build your marketing strategy
What are your options?
  Associations and advertising opportunities
  Sponsorships
  Newspapers and local magazine ads
  Trade magazine ads
  Online advertising
  Networking – Chamber, WBCNA,
HASBAT, etc.
What are your options?
  Radio
  TV
  Billboard
  Social media
  Blogging
  Direct Mail
  Press Releases
  E-newsletters
  Speaking
engagements
  Promotional
products
  Etc. etc.
How do you choose?
  What can you consistently deliver? Is a
monthly e-newsletter realistic?
  What can you afford?
  Biggest rule: Have a presence in as
many places as possible within your
budget: a small ad four times is better than
a big ad once
  Spread out your visibility over time
Develop your 12 month plan and budget
Do date/pricing research for print ads, events. Then plug in around those.
Determine the best approaches
to deliver your message to
each target market, multiple
times throughout the year,
within your budget
Being strategic with your marketing
SECTION REVIEW
How do you know
if your marketing is
working?
Half the money I spend on advertising is wasted,
and the problem is I don't know which half.
- Lord Leverhulme (British founder of Unilever)
Ways to track results
  Train your staff to ask all new callers – how
did you hear of us
  Traditional advertising (radio, print ads,
direct mail) tie in a trackable offer – bring
this in for a discount, mention this ad etc.
  Google Analytics, social media metrics, e-
newsletter metrics
  How many people tell you they saw your ad
  Sales volume or inbound calls volume
Bottom Line:
You don’t have to be perfect.
You just have to be better
than your competitors.
We are done!
1.	
  How	
  to	
  develop	
  clear	
  brand	
  messages	
  
2.	
  How	
  to	
  do	
  the	
  tradi&onal	
  basics	
  
3.	
  How	
  to	
  leverage	
  your	
  exis&ng	
  customers	
  
4.	
  How	
  to	
  use	
  social	
  media	
  
5.	
  How	
  to	
  be	
  more	
  strategic	
  with	
  everything	
  
Download this presentation at
www.slideshare.net/ellendid4
Please connect with me!
www.RedSageOnline.com
twitter.com/ellendidier
twitter.com/RedSageAL
facebook.com/redsage linkedin.com/in/
ellendidier

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Marketing on a Shoestring Budget - October 2013

  • 1. Marke&ng  on  a   Shoestring  Budget  
  • 2. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  • 3. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  • 4. Think about your brand. Get beyond the services list. Define your brand identity. Get beyond your services list to what makes you different – an elevator pitch could capture this.
  • 5. World’s Best Elevator Pitch I'm Mike Wolfe. And I'm Frank Fritz. And we're pickers. We travel the back roads of America looking to buy rusty gold. We're looking for amazing things buried in people's garages and barns. What most people see as junk, we see as dollar signs. We'll buy "anything" we think we can make a buck on. Each item we pick has a history all its own and the people we meet? Well, they're a breed all their own. We make a living telling the history of America...one piece at a time.
  • 6. Spy on your competitors: What do they say about themselves? How are you different?
  • 8. Expand into a new market Grow your customer base Promote a new service Sample goals
  • 9. Identify & prioritize your target markets They can look very different and need different marketing approaches and messages to reach effectively. Good marketing is not one size fits all.
  • 10. Adjust your message for each market
  • 11. Write your key messages for each target group    RULE:  People  don’t  read      Bullet  lists,  not  paragraphs      Include  brand  differen6ators    Incorporate  your  elevator  pitch   messages  
  • 12. Paid marketing won’t work if you haven’t clearly spelled out why people should consider your company. Define different targets and have customized messages for each. Developing clear brand messages SECTION REVIEW
  • 13. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  • 14. Your website should be your top priority.
  • 15. Have a professional website  This will serve as the central hub providing the most complete information about your company and directing people to social media channels.  Does your website convey your brand and messaging?  Is the information current and accurate?  Is it on par with or better than your competitors in terms of design and quality of content?
  • 16. Look at what your competitors are including on their websites
  • 17. Make sure your website clearly and completely presents brand messages and services  Don’t let your uncle’s neighbor’s son’s girlfriend do it – you have options!  Ad Agencies/Web Development companies/Freelancers (will they be there for you after it is built?)  You!
  • 18. Shoestring budget? Build your own website  Benefit: low cost and can include applications like photo galleries  Drawback: depends on your time and writing skills, cookie-cutter design
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  • 22. Make your site Mobile friendly Building a site with Responsive Design is now an option - or build a separate mobile website that can detect access by mobile phones
  • 23. Create a professional handout   People don’t read     Business cards or rack cards may be enough if you have a good website – primary purpose of many print materials today is to drive to web or social media   Include testimonials, if room permits     Use low cost VistaPrint.com templates  
  • 24. Hundreds of designs by industry
  • 25. Send out Press Releases   Search “How to write a press release” online   Has to be newsworthy – launch new products, announce events, new staff, new account, big project, awards   A few times per year, if you are lucky
  • 26. What can you talk about?   Company announcements   New customers or completed projects   New staff or staff stories   Awards or achievements   Customer stories   Related business or community news   Unsure? look at what others in your industry are doing
  • 28. The 3 Rules of Networking Don’t heavy sell It is like dating - ask questions about them! (But watch for openings to share info about yourself and your business) Don’t worry about how many people you talk to, just make sure they are good conversations
  • 30. Low cost ways to get in the newspaper or publications   Story ideas   Build relationships with reporters   Submit press releases to AL.com   Some papers allow you to submit event photos or community service project photos (Decatur Daily: Happenings column every Thursday)
  • 31.
  • 32. Other low cost ideas   Sponsorships and trades   Community service publicity   Door prizes at conferences
  • 33. Have a professional website and a professional handout: Drive traffic and awareness through Networking, press releases, and speaking engagements Doing the traditional basics SECTION REVIEW
  • 34. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  • 35. It costs to get a new customer vs. keep an existing 2% 10% Customer   Reten&on   Costs   Customer profitability tends to increase over the life of a retained customer
  • 36. Make your existing customers feel special  Quarterly phone calls or e-newsletters  Welcome notes, thank you notes, holiday cards  Purchase level recognition with gifts  Customer of the quarter gift cards
  • 39. E-newsletters are a GREAT way to stay in front of existing customers
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  • 42. Keep in touch with them – regularly! Get more leads by asking for referrals Generate leads and close more business by asking for and using testimonials Leveraging your existing customers SECTION REVIEW
  • 43. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  • 44. What are your top options?
  • 45. What can you talk about?   Company announcements   Events   New customers, products, or completed projects   New staff or staff stories   Awards or achievements   Customer stories   Related business or community news   Unsure? look at what others in your industry are doing
  • 46. It is about ENGAGEMENT (and SEO) WOW! DID YOU HEAR? AWESOME! COOL!
  • 47. Cross share content (and have your employees share too) to make it all work!
  • 48. Case Study #1:   How a retailer is driving sales with in-store events marketed through: •  Facebook •  Facebook Advertising •  YouTube •  E-Newsletters •  Blog
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  • 56. Case Study #2:   How Red Sage does SEO and builds top of mind awareness with: •  Facebook •  Blog •  LinkedIn •  Twitter
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  • 73.   Showcase your work, recognize customers, share knowledge, post specials, show your company’s personality   Share blog posts, YouTube videos, photos   Link back to things on your website   More complex: Embed “like” button on your website or add html to your Facebook page   Post several times a week – be personal! Facebook Best Practices
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  • 77.   It’s made for business.   Opens your networking circle and identifies shared contacts for getting introductions to prospects.   Join and participate in groups related to your target market.   Request Testimonials   Post weekly at a minimum LinkedIn
  • 78. Create a page for your business
  • 79. Make sure all key employees have profiles and actively build connections
  • 81. Search for and actively participate in industry groups locally, nationally, internationally
  • 82. LinkedIn groups are a great way to monitor buzz and trends
  • 83.   Not as broad a reach as Facebook but still important   Some industries more than others   Search Twitter and “research” what people are thinking about things (or saying about your brand) – great focus group   Post daily or multiple times per day Twitter
  • 84. Using # and @ to increase visibility   Use @ to mention an organization or individual by name – this shows up in their feed (and is very desirable) @RedSageAL   Use # to highlight topics to show up in searches such as #PromDress #Marketing #Huntsville   Create your own #hashtag for an event or promotion such as #RiverFest2012 or #SageAdvice – use to create buzz at an event
  • 85. # and @ in action
  • 86.   Small audience – keep waiting for this to get more important   At a minimum, duplicate the posts you are posting to Facebook or Twitter – but best to build out like microsite – allows photo galleries, videos, services pages, more information than Facebook   For some local businesses – may be best way to show up on page 1 of Google! Google+
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  • 89.   Highly recommend starting to incorporate video into your efforts, if you are not already doing this   It does not have to be perfect high quality in many cases!   Record events, new products, short how-to’s, testimonials YouTube
  • 91. Showcase your facility, equipment process, or product
  • 92.   Create content to share across web and all channels   Increase the odds you will show up in search engines – awesome SEO tool   Drive traffic to your website   Short articles – very personal, conversational – your thoughts on your business, your industry, your life Blogging
  • 93.
  • 94. REMINDER: Cross share content (and have your employees share too) to make it all work!
  • 95. CAUTION: Don’t start anything you won’t continue long term
  • 96.   Great free (or inexpensive) tools for this: •  CrowdBooster.com •  TweetDeck •  HootSuite.com •  www.bufferapp.com for personal Schedule ahead:
  • 97. Give it time!   It can take up to a year of diligent work to see the results of good social media participation   A campaign can shorten this timeframe considerably
  • 98. Only start the channels that you are committed to – and that match your audience Try to engage people to respond or share as much as possible through campaigns Cross share content as much as possible How to use Social Media SECTION REVIEW
  • 99. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  • 100. AUDIENCE   PRODUCT/SERVICE   MESSAGE   BEST  WAY  TO  REACH   General  Business   Branding,  print   design,  web  design,   marke6ng  &  social   media  consul6ng   We  can  help  you  be   more  strategic  with   your  marke6ng  so   you  get  results   Networking,  public   speaking,  sales  reps,   referral  program,   social  media   Economic  &   Community   Development   Organiza6ons   Web  design,  retail   recruitment  guides,   presenta6on   materials   We  can  help  your   community  aFract   the  aFen6on  of  site   selectors  and   retailers   Industry  Tradeshows,   sponsorships,   referral  program,  e-­‐ newsleFers,  blog   Exis6ng  Customers   All  services  –  with  a   focus  on  new   services   Don’t  forget  we  can   help  you  with  a  wide   range  of  services   Direct  mail,  referral   programs,  e-­‐ newsleFers,  calls   List each Audience… …and the service/ product you want to provide each …and the message you want to tell each …and the best ways to reach each Build your marketing strategy
  • 101. What are your options?   Associations and advertising opportunities   Sponsorships   Newspapers and local magazine ads   Trade magazine ads   Online advertising   Networking – Chamber, WBCNA, HASBAT, etc.
  • 102. What are your options?   Radio   TV   Billboard   Social media   Blogging   Direct Mail   Press Releases   E-newsletters   Speaking engagements   Promotional products   Etc. etc.
  • 103. How do you choose?   What can you consistently deliver? Is a monthly e-newsletter realistic?   What can you afford?   Biggest rule: Have a presence in as many places as possible within your budget: a small ad four times is better than a big ad once   Spread out your visibility over time
  • 104. Develop your 12 month plan and budget Do date/pricing research for print ads, events. Then plug in around those.
  • 105.
  • 106. Determine the best approaches to deliver your message to each target market, multiple times throughout the year, within your budget Being strategic with your marketing SECTION REVIEW
  • 107. How do you know if your marketing is working?
  • 108. Half the money I spend on advertising is wasted, and the problem is I don't know which half. - Lord Leverhulme (British founder of Unilever)
  • 109. Ways to track results   Train your staff to ask all new callers – how did you hear of us   Traditional advertising (radio, print ads, direct mail) tie in a trackable offer – bring this in for a discount, mention this ad etc.   Google Analytics, social media metrics, e- newsletter metrics   How many people tell you they saw your ad   Sales volume or inbound calls volume
  • 110. Bottom Line: You don’t have to be perfect. You just have to be better than your competitors.
  • 111. We are done! 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  tradi&onal  basics   3.  How  to  leverage  your  exis&ng  customers   4.  How  to  use  social  media   5.  How  to  be  more  strategic  with  everything  
  • 112. Download this presentation at www.slideshare.net/ellendid4 Please connect with me! www.RedSageOnline.com twitter.com/ellendidier twitter.com/RedSageAL facebook.com/redsage linkedin.com/in/ ellendidier