View
29
Download
0
Category
Preview:
Citation preview
©Eden Marketing Ltd
Low-cost Marketing
Jean Atkinson jean@edenmarketing.co.uk www.edenmarketing.co.uk www.marketingminds.info
©Eden Marketing Ltd
Piggy in the Middle
Business
Objectives
Marketing
Strategy /
Activities
Sales
Strategy
• The marketing strategy is developed to assist in achieving the business
objectives
• The marketing activities are implemented to provide sales with the tools to
sell
©Eden Marketing Ltd
Effective Marketing
• Understanding your customer
• Being clear and consistent
• Doing a few things really well
• Integrating online & offline marketing
• Repetitiveness…
• …being there when your target audience is ready to buy!
©Eden Marketing Ltd
Communication
Who? Why?
What? When?
Where?
©Eden Marketing Ltd
What is your strategy?
• Generate brand engagement
• Educate buyers
• Nurture leads
• Engage decision-makers & influencers
• Serve your existing customers
• Support cross-selling and up-selling
• Generate new leads
• Establish expertise
©Eden Marketing Ltd
Trade-off
• No Financial Cost?
• Yippeeeee
• Hang on….
• Do you have the necessary skills?
• Are you interested?
• Do you have the time?
• Do you NEED to use it?
• How are you going to evaluate it?
©Eden Marketing Ltd
Just some of the FREE tools
• ONLINE – Wordpress
– Webinars
– Word of mouth
– Social Media
– Email marketing
– Blogs, forums, groups
– YouTube
– SEO
– Google Analytics
– Viral marketing
• OFFLINE – Word of Mouth
– Testimonials
– Case Studies
– Scenarios
– Networking
– Editorials, PR
– Speaking, seminars
– QR Codes / Aurasma
©Eden Marketing Ltd
Social
Brand engagement & two-way communication
©Eden Marketing Ltd
Common Approach - Isolation
©Eden Marketing Ltd
6 Key Questions
1. Why do you want to incorporate social media into your marketing strategy?
2. Who is going to manage and carry out your social media campaigns?
3. What platform do you intend to use to broadcast your efforts?
4. Have you identified your desired results and timescales to achieve your goals?
5. Do you know how often you will be engaging in Social Media?
6. Have you created a campaign strategy?
©Eden Marketing Ltd
Main Industry Impact B2C B2B / B2C B2B B2B / B2C B2B / B2C B2C
Social Media Focus Sharing news Content Stories
Sharing news Content Stories
Company & Industry news / discussions
Sharing news Content Stories
Sharing of informative and entertaining video
Sharing of interesting products / websites
Company Brand Presence
Facebook Business Pages
Profile Page Company Page Group
Google+ Page Community
Brand Channel Boards
Viral Brand Exposure Opportunities
“Likes” Comments “shares”
Retweets Follows
“Likes” Comments Company Follows
Shares Comments, +1 Add to Circle Activity
Subscribe & Share Activity
Likes Comments Re-pins
Impact on Website Traffic
Direct links from content posted e-commerce store apps
Direct links from content posted Profile
Direct links from content posted
Direct links from content posted Google+ Activity influences Search
Direct links from content posted
Direct links from content posted
Advertising Opportunities
Facebook Ads Premium Ads Sponsored Ads
Promoted Tweets Promoted Trends
LinkedIn Ads n/a (linked to Google AdWords)
Video Ads Reach Ads Display Ads
n/a
©Eden Marketing Ltd
Quality vs Quantity
©Eden Marketing Ltd
Good Examples
©Eden Marketing Ltd
©Eden Marketing Ltd
©Eden Marketing Ltd
The ‘Could Do Better’ Examples
©Eden Marketing Ltd
©Eden Marketing Ltd
©Eden Marketing Ltd
©Eden Marketing Ltd
Tools
• Google Analytics
• Facebook Insights
• www.tweetreach.com
• www.klout.com
©Eden Marketing Ltd
Management
• www.hootsuite.com
• www.bufferapp.com
• www.sproutsocial.com
©Eden Marketing Ltd
Website
Advantages 1. Global reach 2. Educate your audience about
products/services 3. Increase customer confidence 4. Cost-effective 5. Information 24/7 6. On trend 7. Convenient for customers 8. Up-to-date information 9. Improve customer relationship
i.e. account management 10. New route to market
Disadvantages • Reliability • Management • Reputation • Spam • Ecommerce site can be costly Suitable for you? • Yes • Must be fully-optimised for the
search engines in order to work effectively
• Unless you have the knowledge DO NOT build your own
©Eden Marketing Ltd
Website
• Sell online • Promote products and services • Develop an intranet • Support customer service • Sell tickets or event registration • Collaborate online • Membership website • Build a social presence • Increase brand awareness
©Eden Marketing Ltd
Scenarios
• Ideal for start-ups or businesses with limited access to case studies and testimonials
©Eden Marketing Ltd
Case Studies
• From the horse’s mouth!
• Real life challenges
©Eden Marketing Ltd
The Perfect Case Study
• The Challenge
– Outline challenge or obstacles
– Timelines & details
– How long did they have the problem
– Detail the pain
– Were they losing money / production time
• The Solution
– Specific steps & course of action
– Describe product / service in detail
– What feature provided the most benefits
©Eden Marketing Ltd
The Perfect Case Study
• The Results
– Describe the benefit of implementing the solution
– Show the increase in turnover, production, less waste
– Use their words to add dimension
– Illustrate technical and emotional benefits
©Eden Marketing Ltd
Referral Marketing
Best friend
Quick conversion
Referral marketing plan required
©Eden Marketing Ltd
Networking
• Share experiences & knowledge
• Find associates
• Source suppliers
• Recommend to others
• Benchmark & identify areas for improvement
• Build your profile & raise awareness:
– Business card
– Leaflet
– Speaking
– Banners
– Promotional merchandise
©Eden Marketing Ltd
QR Codes
• Mobile marketing
– Engagement
– Waiting & en-route • Restaurants
• Bus depots
• Doctor’s surgery
– Added value • Recipes
• In action – Toys R Us
– Guerilla advertising
www.qrstuff.com
©Eden Marketing Ltd
Email Marketing
Advantages 1. Global reach 2. Cost-effective 3. Interactive 4. Personalisation 5. 24/7 marketing 6. Targeted 7. Opt-in facility 8. Measurable 9. Fast response 10. Simple
Disadvantages • Spamming • Valid recipient list • Firewalls
Suitable for you? • Yes • Valid database • Recipients have opted-in • Call to action
©Eden Marketing Ltd
Word of Mouth
• People Deal with People
• Your best friend or your worst enemy!
– Referrals – PR – Testimonials – Case studies – Scenarios – Social Media/Web 2.0
©Eden Marketing Ltd
Summary
• Do you have the necessary skills?
• Are you interested?
• Do you have the time?
• Do you NEED to use it?
• How are you going to evaluate it?
Recommended