1. Marketing on
Autopilot
Susan Prince
August 30, 2012
2. About Susan
Susan Prince
President and founder of Cadence Marketing
10 years working with small to medium sized
businesses
We provide marketing strategy and design
services
More than just marketing, we have the
creative ideas you need to take your business
to the next level.
3. Marketing at a typical Small
Business
Too little money
Too little time
4. Common Pitfalls
You’re either doing the work
Or
You’re doing marketing
Marketing doesn’t have to be
either or – you can focus on
work while marketing runs
in the background
5. Marketing works
A little
planning
A little
technology
Results
6. Marketing on Autopilot
Make marketing work for you…
4 Simple Steps:
1. Have something to say
2. Set your schedule
3. Chose your technology
4. Load your content and let it run
7. Have something to say
Marketing is a conversation. You have a
reason to talk to your customers and
prospects
Promotions
Tips
Your news and events
Industry news
People love photos
Think about what you want to say
8. Set your schedule
Get a calendar
How far out in advance can you plan?
Think about the whole year
At a minimum, think 1 month in advance
Plan promotions
Editorial calendar (i.e., blog posts)
9. The goal is to stay in touch
with your customer
How often? It depends. On you and your
customers.
Don’t over commit (i.e., the “monthly
newsletter that goes out 5 times a year)
Don’t make a pest of yourself
Somewhere between once a week and 4
times a year.
10. Combine what you know with
a little creativity
You need to figure out what’s going to work
for you.
1. Who is your target?
2. What are you doing now?
3. What’s working?
4. What’s not?
Evaluate the options and decide which tactics
will work for you.
11. Time vs. Money
Think about where you want to spend your time and money
Cost/Contact Time
Social Media Free High
Email Marketing Low Medium
Blogging Low Medium
PR Medium Medium
Direct Mail Medium Medium
Promotional Events Medium Medium
Tradeshows High High
Advertising High Low
12. Chose your technology
Think about streamlining
Which tactics can we automate?
Social Media
Blog Posts
Email Marketing
13.
14. Focus on the main players
Facebook
Twitter
LinkedIn
Google+
15. How can you automate Social
Media?
Use Social Media scheduling tools
Hootsuite (www.hootsuite.com)
Tweetdeck (www.tweetdeck.com
Pre-schedule your content.
Create a spreadsheet of posts with dates and
times to load ahead of time. Hubspot has a
great template and tutorial: http://bit.ly/OkLMCm
The world will never will know you’re not sitting
at your computer.
16. Social Media Dashboard – can see
every social media platform at one
time
Load bulk posts at one time
Pick and choose which platform to
post. All or some.
17.
18.
19. Blog Posts
Word Press
Blogger
Blog at least twice/month
Promote through social media
20. Drip Campaigns – Nurture
leads
Set up a series of emails that go out on a
scheduled interval to keep cold prospects
warm and to convert hot ones into customers.
Email marketing:
Constant Contact
Vertical Response
21. Web Autoresponders
What happens when someone contacts you
through your website?
The time to market to someone is when they
are interested in you!
22. Marketing Iterations
Do not set it and forget it!
Make sure to throw in some “live” posts –
respond to what’s going on in your world.
Marketing requires regular evaluation
Schedule time once a quarter to review
where your new business is coming from
23. Building Relationships
Your biggest source of business will come
from existing customers – either as repeat
business or as referrals.
Use automated marketing to strengthen
relationships and generate more business.
25. Follow-up
Feel free to contact me if you have more questions.
Susan Prince
President
Cadence Marketing
22 W. Jefferson St., Suite 405
Rockville, MD 20850
www.cadencemarketing.com
301.340.2520
Follow me on Twitter @CadenceMarket
Become a fan on Facebook @Cadence Marketing
Hinweis der Redaktion
Before we get started – why are you here?Let’s go around the room to see what kinds of businesses you have and the types of problems.