Low cost High income Marketing

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Workshop presentation at Cambridgeshire Business Mums Conference 2011: Low Cost High Impact Marketing. The talk reviewed key mistakes business owners make when marketing their business, how to write your marketing plan, what online marketing tools to use, how to get started with email marketing and Twitter.

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Low cost High income Marketing

  1. 1. Low Cost High Impact Marketing<br />Tamara Baranova<br />
  2. 2. What we are going to learn today...<br />Introduction and overview<br />The importance of “Marketing”<br />How to get your marketing right on a small budget<br />Top 5 tools you need to look at<br />Drill Down: Email Marketing<br />Drill Down: Twitter<br />Q&A<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  3. 3. Introduction<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  4. 4. My Marketing Journey<br />Advertising: directories, websites<br />Large networking events<br />Business networking events<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />I NEED A BETTER WAY!!!!<br />
  5. 5. Marketing is important!<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  6. 6. My Marketing Journey<br />Advertising: directories, websites<br />Large networking events<br />Business networking events<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />I NEED A BETTER WAY!!!!<br />
  7. 7. The “better” way...<br />Typical small business:<br />Limited budget<br />Limited time<br />Good offering<br />Story behind it<br />Interactive<br />Operating in a niche<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />Marketing that’s right for YOU!<br />
  8. 8. Marketing Triangle<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  9. 9. What’s YOUR marketing?<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />1. Understand your market<br />2. Understand your customer<br />3. Find a niche<br />4. Understand your message<br />5. Select the right media/tools<br />
  10. 10. Right MARKET - Who<br />Create a Customer Avatar<br />Who are they?<br />What do they do? Eat? Watch? Read? Enjoy in spare time?<br />Where do they work? Live? Go on a holiday to?<br />How much do they earn? Want to earn?<br />What are their biggest problems?<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />Untested assumptions<br />Generalise/stereotype<br />
  11. 11. Right MARKET - Why<br />Are there segments of your market that are underserved?<br />How much share do you need to break even?<br />What’s your competition?<br />What are their strengths and weaknesses?<br />Does your market want or value your offering? Why?<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />No amount of amazing marketing will make people buy something they think they don’t want<br />
  12. 12. Right MESSAGE<br />Short message – “what do you do?”<br />Complete message<br />Your prospect’s problem that’s important and needs to be solved now<br />Why you are the right choice<br />Benefits of your offer<br />Testimonials to back it up<br />Prices<br />Guarantees<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />Why should I spend my money with you... as opposed to each and every other option available?<br />
  13. 13. Right MEDIA<br />The media you will use is simply a set of communication tools you will use to deliver your message to your target market<br />No media is good or bad.<br />Media can be right or wrong for YOUR business!<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  14. 14. Low-cost marketing media<br />Networking<br />Press releases<br />Telemarketing<br />Local magazines and newspapers<br />Special events and open days<br />Email<br />Social media<br />Website<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  15. 15. 12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  16. 16. 12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  17. 17. The 5 media tools you need to look at...<br />when creating your Marketing Plan<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  18. 18. Social media tools!<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  19. 19. Email Marketing<br />benefits<br />tools<br />Low cost or free<br />Instant<br />Easy to use<br />Engaging<br />Responsive<br />Measurable<br />Drive traffic and sales<br />MailChimp<br />Aweber<br />Constant Contact<br />Mad Mimi<br />Campaign Monitor<br />Many others!<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  20. 20. Email marketing: How to...<br />Plan your campaign structure and presentation<br />Sign-up benefits?<br />Develop a content plan<br />Choose a suitable system<br />Set up your template<br />Add a form to your website<br />Advertise your newsletter everywhere<br />Create a campaign<br />Measure the results<br />Improve and start again!<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  21. 21. Email marketing: examples<br />Events listing/invitation: venue<br />Special offers and coupons: PCshop<br />Industry news: professional services<br />E-Courses: training and coaching<br />Postcard: seasonal campaign<br />News/press releases: membership organisation<br />“Newsletter”<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  22. 22. Twitter<br />benefits<br />tools<br />Each message is 140 characters<br />Millions of people are already there, most likely your customers too!<br />All about engagement<br />Free and easy to use<br />Build a following in your niche<br />Do it as and when you can<br />Drives traffic to your site<br />And More!!!<br />Twitter.com<br />Hootsuite.com<br />Tweetdeck<br />Ubertwitter<br />Tweetie<br />Chrome Bird<br />Social Oomph/Tweetalizer<br />Twitter Analyzer / Grader / Reach / Twitlyzer<br />Twellow<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  23. 23. Twitter – How to...<br />Create your profile on twitter.com<br />Add a photo, bio, link to your site, brand your profile<br />Connect with people you already know who are on Twitter<br />Grow your following<br />“Spider web” through their connections<br />Search Twellow for your target market<br />Look out for Twitter badges on websites of interest<br />Stay active!<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  24. 24. Spider-web approach<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  25. 25. Your profile<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  26. 26. How much time to spend<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />effectiveness<br />time<br />
  27. 27. Twitter - examples<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  28. 28. Twitter – what can you talk about?<br />business<br />personal<br />Special offers<br />Events<br />Blog links<br />Video links<br />Facebook page<br />Newsletter<br />Tips<br />Advice<br />Twitter clinics<br />RTs of relevant resources<br />Your interests<br />Family<br />Networking<br />Your area<br />Weather<br />What’s on TV<br />Share photos and videos<br />Conversations with others<br />BE MINDFUL OF WHAT YOU ACTUALLY SAY & POST!<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  29. 29. Q&A<br />Thanks for your attention! <br />(and don’t forget to leave your name and email if you would like a copy of the Social Media Toolkit!)<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />
  30. 30. Get in touch with me:<br />Tamara Baranova<br />Web: http://tjconsulting.co.uk<br />Email: info@tjconsulting.co.uk<br />Twitter: @TJConsultingUK<br />Facebook: /TJConsultingVirtualAssistant (page)<br />LinkedIn: /in/TamaraBaranova<br />12/02/2011<br />Twitter: @TJConsultingUK. TJConsulting Virtual Assistant.<br />

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