business link guerrilla e-marketing-2011
DESCRIPTION
Presenter - Andy PoultonTRANSCRIPT
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Guerrilla e-marketingJoin the r-evolution
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Introduction - Business Link – Services
What’s next?
• Make contact
Business Link
0845 600 99 66
www.businesslinksw.co.uk
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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World Wide Web – The World Wide WHY!
Vast Market Opportunity
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World Wide Web – The World Wide WHY!
Lots of money spent online
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World Wide Web – The World Wide WHY!
New ways of working means
People spend more and more time online
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PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G
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World Wide Web – The World Wide WHY!
Less Paper
Less Travelling
Less Carbon
IYRE = Improve Your Resource Efficiency
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Is your business ready?
Do you have• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?
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Is your site ready?
The right name
The right site
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Choosing a domain name
• What name could you use?Business nameService nameProduct name
• Short is good
• Think about how and where it will be usedPrintIn conversation
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Choosing a name – The Good
www.diy.com
www.bbc.co.uk
www.cadbury.co.uk
www.wispa.co.uk
www.formula1.com
www.tesco.co.uk
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Choosing a name – The Bad
www.phones4u.co.uk
www.toys2wish4.com
www.4learning.com
www.any-domain-with-too-many-hyphens.co.uk
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Choosing a name – The Ugly
ww
w.spe
edof
art.c
om
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Choosing a name – The Ugly
ww
w.w
hore
pres
ents
.com
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Choosing a name – The Ugly
www.pen
islan
d.ne
t
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Is your site ready?Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling and relevant content?
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Does it Grab the Attention?
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
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Marketing – what we know
In 1873, John Wanamaker, father of the department store said
50% of marketing works
We don’t know which 50%
…….however, this is the traditional view in a pre-internet world!
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Marketing – what we know
Everything on the internet can be measured
You just have to know how
If it can’t be measured – it’s probably not worth doing
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Business Networks
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Online Networks – Why
• Stay in touch with existing clients
• Reach out to new audiences and markets
• Better understanding of related markets
• Relative low cost of entry
• Possible high return
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Facebook – The Big Daddy
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Online Networking - Why
Reach new audiences
• Facebook – 550m
• MySpace – 110m
• Twitter – 185m
• LinkedIn – 85m
• Plaxo – 15m
• Ecademy – 12m
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Online Networks – Howwww.facebook.com
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Facebook – Getting Started
3 Types of presence
• Profile – personalo Can join groupso Ugly URLo Indexed by Search Engines
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Facebook – Getting Started
3 Types of presence
• Page – businesso Can’t Join Groupso Can host appso “Vanity” URL o Indexed by Search Engineso Visitor stats available
Best for brands and businesses
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Facebook – Getting Started
3 Types of presence
• Group – botho Linked to Site Admino New members have to be approvedo Send “Direct” messages to memberso Ugly URL
Great for organising at a personal level and smaller scale interactions [<5000 members]
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Facebook – Getting Started – build profile
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Facebook – Getting Started – build page
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Facebook – Getting Started – Join In
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Social Networks – Build your profile - Groups
• Search for groups
• Join some groups
• Start your own group
• Contribute and add value
• Link back to your website
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Business Networks
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Why Business Networks?
• LinkedIn – 85 million registered professional users
• Plaxo – 15 million registered users
• Ecademy – 12 million registered users
• Xing – 6 million registered users
OPPORTUNITY!
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Business Networks – 6 Degrees of Separation
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Linkedin – Networking for Professionals
www.linkedin.com
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Linkedin – Getting Started – build profile
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Linkedin – Getting Started – make contacts
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Linkedin – Getting Started – find groups
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Linkedin – Getting Started – Answers
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
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Viral Marketing – How & Why
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40020 x 20
400 x 20 8000
8000 x 20 160,000
160,000 x 20 3.2m
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Viral Marketing
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Viral Marketing -How
• Refer a friend
• Competitions
• Video
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Britain’s Got TalentSusan Boyle
Over 70m viewings in 1 week
Susan Boyle BGT Audition onYouTube
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Video Marketing
• YouTube – 2Bn videos watched………..DAILY
• Video results appearing in Google Search
=You’ve been framed!
Business Opportunity 2nd most searched site on the internet
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Video Marketing
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Your Video
• Look for an angle
• Look for the competition
• Get a feel for YouTube
• Think how else it could be used
Video Marketing
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Your Video
Video Marketing
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Your Video
• Prepare prepare prepare
• Prepare and learn your script
• use cue cards
• Prepare your location
• quiet and free from disturbance
• Prepare yourself
• Get filming
Video Marketing
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Email Marketing
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Why Email Marketing?
• Build Loyalty
• Remind former clients that you are still around
• Advise clients of full range of services
• Provide easy access to latest – news/advice/offers
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Why Email Marketing?
It’s Not Expensive
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Why Email Marketing?
It’s Effective
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Why Email Marketing?
Sector Sent Delivery Open Rate CTR Response
B2CAcquisition 100% 91% 29% 27% 6%
B2CRetention 100% 91% 32% 28% 12%
B2BAcquisition 100% 88% 32% 25% 4%
B2B Retention 100% 90% 37% 30% 13%
Source – DMA Email Marketing Benchmarks Survey
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Email Marketing – Key Elements to success
• Develop your database
• Existing Client Data
• Encourage Subscription through website
Offer enticement to subscribe
Exclusive deals, Top Tips, early access to information
• Subscription through other routes
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Email Marketing – Key Elements to success
Quality Content
• Relevant
• Tailored
• GRAB attention
• Frequency
• Monitor, Measure, Feedback - repeat
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Email Marketing – Measure by Measure
What can be measured
• Number of emails sent
• Number of bounces
• Number opened
• Number deleted without opening
• Action taken
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Email Marketing – Measure by Measure
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Email Marketing – Tools
• Mail Chimp www.mailchimp.com
• Vertical Response www.verticalresponse.com
• Constant Contact www.constantcontact.com
• iMailer www.emailtools.co.uk
• Reality Mail www.realitymail.co.uk
• Mailing Managerwww.mailingmanager.com
• Graphic Mail www.graphicmail.co.uk
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Blogging – Why
• An easy way to update latest news
• An informal way of communicating
• Helps with the search engine position of your website
• Opens your business to a wider audience
• Helps keep your clients updated
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Blogging – When
When you have something to sell
When you have something new to offer
When something changes
When you have some news
When you have something to say
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It’s really easy to set up and run a blog
1/ Sign up
2/ Choose a look
3/ Get typing
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Blogging – Where
www.blogger.com
www.wordpress.com
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Twitter in Plain English onYouTube
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Twitter – Who
International companiesCiscoIBMDell
Informational ServicesNasaMarketing DonutStartup Donut
Respected News ServicesBBCCNNDaily TelegraphBath Chronicle Celebrities
Demi MooreOprahStephen FryJonathan RossBritney Spears
Small BusinessesWilliam Grant – FoxGrantWarren Cass – Business SceneLindsay Smith – Team PixieFiona Davies – Flame InteriorsAnthony Lloyd – Fallowfields HotelNeil Ryder – If OnlyBryony Thomas – Clear Thought Consulting
PoliticiansDon FosterJacob Rees-MoggKerry McCarthyDuncan Hames
185m Businesses and Individuals
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Twitter – Why
• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool
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Twitter – How
Go to www.twitter.com
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Twitter – How
Write a short profile
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Twitter – HowFind People to Follow
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Anything
Twitter – What to Tweet
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Twitter – HowRetweeting – Going Viral on Twitter
The Event“Anything is Possible”Entrepreneurship and networking with Wilfred Emmanuel Jones
The ProblemWith 10 days to go the event is only about 1/3 subscribed
The Tweet
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Twitter – HowRetweeting – Going Viral on Twitter
Re-Tweeted by
Marketing Donut 8,331Bob Hayward 5,048Warren Cass 3,957Charlotte Manion 3,767Startup Donut 2,686Fiona Davies 2,395Neil Ryder 687Bryony Thomas 606Andrew Mulvena 192
Total 28,792
1,123 Followers
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Summary
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How to eat an elephant
Ask others in the business or close• Geeks• Family• Children
Upskill Yourself & Your Management Team• LMAS • Strategic Development
Make use of FREE resourceswww.businesslink.gov.uk/southwesthttp://entrepreneurs.about.comwww.ehow.com
Bring in the Experts• Networking• Consultants
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Summary
