Effective Low Cost Marketing

©Eden Marketing Ltd

Low-cost Marketing

Jean Atkinson [email protected] www.edenmarketing.co.uk www.marketingminds.info

mailto:[email protected]

http://www.edenmarketing.co.uk/

http://www.marketingminds.info/


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


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!


Communication

Who? Why?

What? When?

Where?


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


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?


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


Social

Brand engagement & two-way communication


Common Approach - Isolation


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?


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



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


Quality vs Quantity


Good Examples


Twitter


Twitter


The ‘Could Do Better’ Examples


Twitter


Twitter


Twitter


Tools

• Google Analytics

• Facebook Insights

• www.tweetreach.com

• www.klout.com

http://www.tweetreach.com/

http://www.klout.com/


Management

• www.hootsuite.com

• www.bufferapp.com

• www.sproutsocial.com

http://www.hootsuite.com/

http://www.bufferapp.com/

http://www.sproutsocial.com/


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


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


Scenarios

• Ideal for start-ups or businesses with limited access to case studies and testimonials

http://www.emstdevelopment.co.uk/emst-casestudies.htm


Case Studies

• From the horse’s mouth!

• Real life challenges


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


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


Referral Marketing

Best friend

Quick conversion

Referral marketing plan required


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


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


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


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


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?