guerrilla emarketing
TRANSCRIPT
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Your Business Success is Our Business Objective
Business Link
Customer Information Centre
08456 00 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
Lots of money spent online
Online spend rising 35% annually
17% of the retail £ is spent online
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0
20
40
60
80
100
120
140
2005 2006 2007 2008 2009 2010
£B
n
20.429.8
46.6
64.3
88
121
Source IMRG
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World Wide Web – The World Wide WHY!
Vast Market Opportunity
Lots of money spent online
Online spend rising 35% annually
17% of the retail £ is spent online
People spend more and more time online
New ways of working
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AnytimeAnyplace
Anywhere
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The Rudiments
The right name
The right site
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Choosing a 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
www.spe
edof
art.c
om
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Choosing a name – The Ugly
www.pen
islan
d.ne
t
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Choosing a name – The Ugly
www.who
repr
esen
ts.c
om
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The Rudiments
The right site
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Design Rudiments #1
Speed
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• Download quickly(3 – 5 seconds)
Design rudiments1/ Fast to load
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Design Rudiments #2
Easy to navigate
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Design rudiments2/ Navigation
• Simple, Logical, Intuitive
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Compelling Content
Design rudiment No. 3
WHY?
Visitors don’t read – they scan
Visitors need to “get it” almost instantly
Visitors need to know you can meet their needs
Visitors need to know WHY they should use you
Visitors need to TOLD what to do
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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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The route 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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Online Networking - Why
Reach new audiences
• Facebook – 350m
• MySpace – 110m
• Twitter – 60m
• Bebo – 40m
• LinkedIn – 55m
• Plaxo – 15m
• Ecademy – 12m
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Who are “Generation Y”?
• Baby Boomers – 1946 to 1964
• Generation X – 1965 – 1982
• Generation Y
• born after 1984
• 8m in UK alone
• Techno “savvy”
• Technology is embedded in lifestyle
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Social Networks – Business Benefits
• Reach out to new audiences and markets
• Reach out to existing markets
• Better understanding of related markets
• Relative low cost of entry
• Possible high return
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Social Networks – Build your profile
Have a good look around and see how things work
Set up an account and build your profile
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Social Networks – Build your profile
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Social Networks – Build your profile
Have a good look around and see how things work
Set up an account and build your profile
Look for “friends” to invite and link with
Post to your wall
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Social Networks – Build your profile - Groups
• Search for Groups
• Join some groups
• Start your own group
• Post comments on Discussion Boards
• 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 – 55 million registered 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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Business Networks
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Business Networks
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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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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Video Marketing
• YouTube – 1Bn videos watched………..DAILY
• Video results appearing in Google Search
=You’ve been framed!
Business Opportunity2nd most searched site on the internet
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Video Marketing
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Video Marketing
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Social Networks – YouTube case study
www.beadsbylili.com
North Wilts based (Chippenham)
Launched November 2005
Selling beads for jewellery on line
Working from home
Features self produced video tutorials
Videos posted to YouTube
Was a “featured video” on global YouTube home page
Video views jumped from 24,499 to 232,389 in 24 hours
Website visitors jumped from 200 / day to 3,000 per day for 3 days
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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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Why Email Marketing?
• over 95% of site visitors = “Window Shoppers”
• x 6 – the cost of winning new clients
• Web users like them (over 95% have subscribed)
• 65% have made a purchasing decision
• 37% find the invaluable
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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, Monitor, Monitor
• Legal
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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 – The Law
• Pre-existing relationship
• Opt in or Double Opt in
• Sender is clearly identified
• Unsubscribe instructions with EVERY email
• No consent = SPAM
• Anti-Spam laws apply to [email protected] = [email protected] = corporate
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Email Marketing – Tools
• Groupmail www.infacta.com
• Vertical Response www.verticalresponse.com
• Constant Contact www.constantcontact.com
• iMailer www.emailtools.co.uk
• Reality Mail www.realitymail.co.uk
• Mailing Manager www.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
www.typepad.com
www.movabletype.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 – This year’s Media “Big Thing”?
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Twitter – This year’s Media “Big Thing”?
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The route to your website
Twitter – Genuine Internet “Next Big thing”
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Twitter – The Emperor’s New Clothes
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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 – Micro Blogging or Social Networking
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Applications
Twitter – Updating
140 Characters only
SMS
Web
iPhone
SmartPhone
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Twitter – Who
International companiesCiscoIBMDell
Informational ServicesNasaMarketing DonutStartup Donut
Respected News ServicesBBCCNNDaily TelegraphSwindon Evening Advertiser
CelebritiesDemi 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
PoliticiansAnne SnelgroveDavid DrewJim KnightKerry McCarthyParmjit Dhanda
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Twitter – In Business
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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 – How
Find People to Follow
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Twitter – How
Retweeting – Going Viral on Twitter
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Summary
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Andy Poulton
Business Link
M: 07966 547146
Slides available fromwww.businesslink.gov.uk/southwest/eventspresentations
Thank You