small business marketing on a budget using web 2.0 tools

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Small Business Marketing on a Budget Using Web 2.0 Tools

By Kate Carruthers

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Who Am I?

Marketer, technologist, small business owner, and

renaissance womanhttp://katecarruthers.com

http://siliconfederation.com

http://digbiz.com.au

Mar 2009 © 2009 Kate Carruthers

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Build Your Brand & Communications

Build Your Business

Direct Marketing

Manage Your Customers

Public Relations & Event Management

Research the Market


What can your business do online?

4Mar 2009 © 2009 Kate Carruthers

What should your business do online?

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Traditional Marketing Mix


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Summary of Marketing Mix Decisions

Product Price Place Promotion

FunctionalityAppearanceQualityPackagingBrandWarrantyService/Support

List priceDiscountsAllowancesFinancingLeasing options

Channel membersChannel motivationMarket coverageLocationsLogisticsService levels

AdvertisingPersonal sellingPublic relationsMessageMediaBudget


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New Model


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New Model

Who, where, when?

Channels, type, distribution?

Who, why, how?

Budget, skills, support?


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Big Questions for Online

How will people know about my website?

Does a website help my customers?

What kind of website do I need?

How do I measure success?

Why is having an online strategy important?


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Online is not Just a Website

Blogs

Social networks

Social media

User generated content

Search Engine Marketing

Search Engine Optimisation


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What is changing & why should I care?


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Speed of Change


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Changes in consumption

Hitwise, Social networks overtake webmail, November 06, 2007http://weblogs.hitwise.com/robin-goad/2007/11/social_networks_overtake_webma.html


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Facebook overtakes MySpace in Share of UK Internet Searches, Hitwise Intelligence, Heather Hopkins, UK, July 17, 2007http://weblogs.hitwise.com/heather-hopkins/2007/07/facebook_overtakes_myspace_in.html

Changes in consumption


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Not 6 degrees of separation

Perhaps only

1 degree

Source: http://www.popsci.com.au/files/imagecache/article_image_large/files/articles/734px-Six_degrees_of_separation.jpg

Hyperconnectivity

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SMS

Facebook

MySpace

Twitter

Mobile

Massive Interconnections

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No more waiting

What I want

When I want it

http://www.techcrunch.com/2007/12/17/bittorrent-is-now-streaming-movies-with-ads-but-wheres-the-good-stuff/

Consumption on Demand

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Engagement Marketing

“Advertising is when you say you are good date.

Public relations is when your mom says you are a

good date.

Engagement marketing is when your date says you

are a good date.”Source: http://www.YourStorys.com founder and president Larry Lawfer


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Are there some low cost options for me?


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3 Things in 30 Seconds

Your website needs to answer these questions:

1) Who are you?

2) What do you do?

3) What do you want me to do here?


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Build Your Brand & Communications

Build Your Business

Direct Marketing

Manage Your Customers

Public Relations & Event Management

Research the Market


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Some Low Cost Tools

1. Blogger or Wordpress

2. Windows Live or Google Applications

3. WikiSpaces

4. Eventbrite

5. Google Alerts

6. PayPal

7. Twitter

8. Facebook

9. Customer Relationship Management

10. Direct mail & eDM


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Other Considerations

Search Engines – local search

Online advertising

Viral or word of mouth marketing

Linking online to offline marketing


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More Info?

Check out: http://katecarruthers.com

Slides available at: http://slideshare.net/carruthk


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Thank You


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Web Links for Tools

1. http://www.blogger.com/ or http://wordpress.com/

2. http://home.live.com/ or http://www.google.com/apps/

3. http://www.wikispaces.com/

4. http://www.eventbrite.com/

5. http://www.google.com/alerts

6. http://www.paypal.com.au/au

7. http://twitter.com/home

8. http://www.new.facebook.com/home.php

9. http://www.sugarcrm.com/crm/

10. http://www.mailchimp.com/
