Bootstrapped Marketing
#GoDo@jrconsultancy
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Introductions
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Seminar objectives
• What is marketing• Networking principles• Power of blogging and commercial lead generation• Know how to create an editorial calendar• Writing for Target Audiences and with a purpose• Key messages and CTA’s• Come up with a plan
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
What is marketing
• It isn’t selling• It is about creating a demand for the product or
service• It is about understanding the customers needs• It is about creating a relationship based on trust– Personality– Humour– Thought Leadership
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Setting Marketing Goals
• Being visible in google• Being known as a ”goto” person• Creating Trust • Build relationships
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
3 pronged attack
• Google (organic)• Offline networking– Partnerships / Associations– Attending relevant events/networking groups– Approaching target audience for research– Speaking
• Online networking– Social Media– Email Marketing
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Exercise
Write down your
•Key Business Goals•Marketing Goals
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Tried & Tested Formula
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Writing for SEO
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Exercise
• What keywords/phrases do you instinctively think you should be at the top of google for?
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Buyer Personas
• HR managers based in the South East• More Details?– Typical age range, Gender, Interests– What media do they read– how big are the companies they work for– number of employees etc– is it all sectors or focused in particular
sectors/industries?
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Exercise
• Who is your target audience?
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Blog Planning
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Blog Planning
• Plan!• Think about Target Audience• Key Messages• Types of content• How and When to share
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
How to create an Editorial Calendar?
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Editorial Calendar sounds so complex…• People think it needs to
be fancy and detailed
• Two advantages; planning and accountability
• There are lots of ways to create an editorial calendar, but let’s keep it simple
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Step 1: Make a list of key dates for the year
• Product launches• Events / trade shows• Marketing campaigns• Promotions• Holidays• Sporting events• Key milestones• This date in history• TV Programmes• National Days / Weeks• Charity Campaigns• National Competitions
• Themed months?• Patterns ( 4 blogs and 1 case study
per month
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Event Calendar Templatehttps://goo.gl/fbYUx4
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Blog Calendar Templatehttps://goo.gl/eV8U0Y
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Commercial Case Studies
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Writing for your audience
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
What problems do they have?
• What are the industry hot debates• What's in the news and in the media that they
read most often• What are you's FAQs from the customer
service/sales team? • The questions your clients are asking are likely
to be the same ones they are also typing into Google
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Creating Killer Blog TitlesUse the following tried and tested formulas•Use a number (7 Secrets to success)•Teach me (How To Do..)•Ask a question (Are you king of twitter?)•Talk to me (use you and your)•Just say no (Don’t buy this)•Use celebs/brands and popular trends (Pizza Express is the winner – Email Marketing)•Be controversial •Make an unusual association (How Lemons help your HR)
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Blog Title Exercise
• Pick a buyer persona• Pick a typical problem they might have• Write this as a question (blog title)
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Writing for purpose
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
What is the purpose?• Is it to highlight a service?• Is it to gather data?• Is it to establish thought leadership in a
particular topic/area?• Is it to add value for clients?• Is it to show personality?
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Distribution
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Places to share• Google +• Facebook Personal, Business
and Group• Twitter Personal and Work• LinkedIn Company page,
Personal Profile, Groups• Email Campaigns• YouTube• Share buttons• Guest Blogs• Related Blog/Popular posts
• Annual Reports• Mention individuals and brands• Internal comms, staff emails etc• Service/Product pages• Events / Speaking• Paid content distribution
(outbrain/onespot)• Nurture relationships with
influencers• Email Signatures
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Email Marketing
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
3rd Line / Pre Header
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
How to build your list
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
How to build you list
• Encourage people to forward your emails• Add call to actions in content (subscribe)• Collect business cards• Connect on LinkedIn• Export Connections• Reply to sales emails (adding to CRM at same
time)• Host an event/webinar – email sign up
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Social / Networking• LinkedIn – Groups, Posts, touch points• Twitter – Lists• Facebook – use your friends• Youtube – Organically let it grow• Create profiles on as many as possible• BNI, Yorkshire Mafia, Rotary, Brand Yorkshire,
Connect Gazelles, 4Networking, Entrepreneurs Club, Forward Ladies
• Identify events where you can speak
Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
Have a plan
• Who is responsible for sharing?• Do you have a sharing checklist?• What time and what day do you want to
share?• Plan, plan and plan!
• 50% discount for chicklets on all JRC courses!
Challenge me?Does anyone want to challenge me, does anyone think this is all a load of nonsense?
It’s time to ask questions!
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Carry on the conversation with me on twitter @jrconsultancy