Day 4 promotion, web site, social media

B R I A N W S T E E Ldeveloping higher performance

Starting in BusinessResearch, Promotion, Web Sites and Social Media


Establishing state of your marketTwo main categories in market research:

Primary research

Secondary research

Looking for information that can intelligently inform your decisions.

Identify 5 key competitors and review their products and services.

What are your strengths and weaknesses?

What are your competitors strengths and weaknesses?


Legal, Decent,

Honest and Truthful

Key methods of promotion


Key methods of promotion

Advertising – off the page promotion.

Exhibitions and events

PR – free advertising and promotion.

Web site – static or dynamic site.

Blog – if its appropriate.

Twitter – Social media, drive traffic to web site.

Facebook – Social media, alternative web driver.


Advertising

A.I.D.A - Attention, Interest, Desire Action

Promotes the product or service not the business

Must reach the right audience in right publication

Use the right language and deliver the right message

Be drip fed to work

Maintain your corporate image


PR – Public Relations

News releases and articles related to your business.

Timing is all

Must be focused – principally drive enquiries but can be other things.

Its news not advertising

You have little control over presentation and publication

You need pictures to support publication



Who? Are the key players – your business, staff, customers etc. Who? Benefits.What? Is new in your offer. What’s your USP?Why? Is this important – what gap are you filling, what pain do you relieve?Where? is it all happening. Is there a geographical angle?When? does it happen? Does this add significance?How? Did this all come about?

Make it a human interest story and include pictures.



What's the angle – its news not advertising. Think of the audience and their interests.

Timing – immediate release or embargo

Title – Relevant to audience and article, but it is often changed by editor.

Double line spaced and wide margins – it helps editing.

How long – typically 150 to 300 words in up to four paragraphs.

1St para outlines the entire story 2nd para expands with a bit more detail 3rd para provides for an erudite quote 4th para provides sources of further information, web site etc.

End with the word ENDS and for further information contact...



Who do I target?

The most appropriate media!Local press – determine what constitutes local 5, 10, 20 miles?Specialist press - companies sector mags. etcSpecialist press – read by customers – their sector press.Consumer press –mainstream mags. And journalsNational press – if its appropriate and a big enough story

Writing style

Short sentences to keep it punchyStyled as in the target media


Web Site

Makes your business available to customers 24/7

Its the cheapest and most flexible brochure you’ll ever have.

Reach potential customers you don’t even know exist.

Improves customer service by making you available.

Gives you a professional image that levels the playing field

Can sell you products and services for you.

Gives customers instant gratification.


Web Site

Believe it or not you can get a presence on the net in a matter of a few hours and at no cost


Web Site

www.briansteel.wix.com/small-business


Web Site


Web Site – some really bad examples

Some examples of a complete lack of thinking!



www.whorepresents.com







www.expertsexchange.com







www.speedofart.com



Its not just Web Sites that foul up



Le Palle De Nonno – “The balls of Grandfather”

Coglioni di Mulo – Mule Balls







Who killed WANG?



WANG did for lots of reasons but it started with WANG CARES!


Blogs [weblog]

Share knowledge and information

Simple free software and tools available –wordpress.

Can be an effective alternative to a web site.

Ideal vehicle for knowledge based businesses


Twitter

Communicate with like minded people

Drive traffic to Blog or Web Site – or both

Gives instant access

Seen as personal – human to human

Its free

High speed news feed

It can be viral


Facebook

Facebook is popular with all ages

Its Google search friendly

Its public and can be linked direct to your web site

Its a two way channel of communication

Its photo friendly – instant promotion

You stay in easy control


Youtube

Its free

Free video bandwidth

Provides demonstration platform

Puts you in front of customers 24 hours a day 7 days a week...


Exhibitions

Which ones are most appropriate?

You don’t have to buy a stand.

Can you get complimentary tickets?

Empty your brief case, or your shoulder bag.

Plan your activity and be prepared

http://www.edinphoto.org.uk/talks/talk_eps_dig_2008_11_10_page_09.htm


Networking Events

Seminars, workshops and dedicated networking events

Get the delegate list and pick your targets

Start a general conversation. Don’t launch into a sales pitch

But, have your elevator pitch ready

http://www.janminihane.co.uk/2011/04/10/business-networking-has-it-had-its-day/


Elevator PitchNot more than about 20/40 seconds

Write down what you do.

Write down all the benefits you provide.

Write down the features of your service.

Write down what it is makes you different.

Write down what you believe to be the customers pain

Write down you pitch and learn it.

If you have multiple markets write one for each.

http://www.angelinvestmentnetwork.net/wp-content/uploads/2011/10/Elevator-Pitch-7.jpg


The Marketing Plan

See handout