Ausgroom marketing presentations

1. 50 Agenda: 9:00 to 10:30 Email Marketing 11:00 to 12:30 Brand your business 1:30 to 3:30 Low cost Marketing tools 3:30 to 5:00 SEO - how to get found on the web

2. Email Mail Marketing Presenter Danielle MacInnis www.macinnismarketing.com.au

3. My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION

4. Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!

5. Agenda: Email Marketing

6. Agenda: Email Marketing What’s in it for you?

7. Agenda: Email Marketing What’s in it for you? Create a email list

8. Agenda: Email Marketing What’s in it for you? Create a email list Create great content

9. Agenda: Email Marketing What’s in it for you? Create a email list Create great content Metrics

10. Agenda: Email Marketing What’s in it for you? Create a email list Create great content Metrics Use social media

15. What's in it for you? Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.

16. What's in it for you? 1.Right email platform to use 2. Sources for great content 3. How to measure 4. How to leverage social media Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.

17. Do you have a email list? House Lists tend to fall into 4 types: 1. Paper list (thankfully heading toward extinction) 2. Text "le 3. Excel spreadsheet 4. CRM solution Remove dead or invalid contacts Append information Get more qualiﬁed leads

18. Uploading an email list Normally as a csv file or xls file Remove dead or invalid contacts Append information Get more qualified leads

19. How to create an email list Offer on your business card On your website On your directory listings BOOK NOW Book a dog or cat clip and receive your free conditioner valued at $15

20. What system to use Email System Form http://www.wufoo.com http://www.jotform.com

21. What system to use Email System MailChimp http://www.aweber.com.au

22. Where to put your form? Website home page Directory Listings Email footer Flyers

23. Content Management System Hint: Have you got a burning marketing question to ask? Now is your chance!

24. Website Content Management System Wordpress Citymax http://www.daniellemacinnis.com http://www.citymax.com Weebly

25. 20 Measurement

26. 20 Measurement Tip: How do you show that you care?

27. Groom Co Grooming experts for small dogs

28. Groom Co Grooming experts for small dogs

29. What to measure?

30. 1. Permission is not optional When you send unsolicited email, you hurt your brand, your campaign and your sender reputation. Don’t use “stealth” methods to collect email addresses such as pre-checked boxes on site registration forms. 2. Manage your sender reputation Don’t get on an ISP’s bad side by sending too many emails too often or by generating a high number of spam complaints. ISPs will block your emails, shunt them to oblivion in the bulk folder and won’t bother to tell you what you did wrong. Here are some valuable tips for managing your sender reputation: • Honor unsubscribe requests within the ten-day window dictated by CAN-SPAM laws. • Stay off blacklists by monitoring, resolving and learning from spam complaints. If you’re delivering relevant content in formats that recipients want, you’ll minimize those complaints. • Use a double opt-in process and unique IP address. 3. Clean and analyze mailing lists A “dirty” list – one with too many unsolicited, incorrect, out-of-date or duplicated addresses – hurts your campaign performance and your company’s delivery and sender reputation. “List hygiene” means cleaning out bad addresses, which reduces undeliverable emails and helps you spot problems fast. Review your list to see who hasn’t opened or clicked for the last six months. Provide them with a compelling offer to re-engage. If that doesn’t work, try changing the frequency with which you contact them to test if that makes an impact in how they engage with you. 4. Be prepared for churn While good email marketing will keep your list engaged, the reality is that you need to continually use opt-in strategies to keep it viable. Not only should you have subscriber retention programs in place, but you’ll also need acquisition programs since as many as 30% of email addresses churn each year.

31. 5 5. Focus on list quality over list size Growing your mailing list is important, but don’t do it at the expense of quality. You may not have a large number of names in your database, but careful targeting will mean you have a list of high-value prospects and customers that result in higher response rates and greater success. 6. With opt-ins, establish and build trust An opt-in is a statement of faith from your subscriber. Respect that by asking only for the most necessary information at registration. 7. Respect recipients’ privacy Respecting the privacy of your email recipients and subscribers is a good business practice and will also help you avoid legal and ethical problems. Include a short, simple email privacy statement within your opt-in form and link it to the full policy statement on your Website. 8. Give recipients what they want and need Your subscribers expect control. If you don’t give them what they want, they’ll go elsewhere. Let them decide the email format (text or HTML), contact frequency and content preferences, if they’d like to receive additional information beyond what they opted-in for. 9. Design for the Inbox Poor design and improper formatting frustrate users.• Be sure to test sample messages to see what performs. • Put your company name in the “from” line for fast recognition. • Add a “grabber” subject line – 50 characters or less. • Use teaser text and HTML colors and layout rather than an image so readers can get an immediate “preview” of your email even if images are disabled. • Put the important content – the offer, call to action, newsletter contents etc. – at the top of the email for immediate viewing. You only have seconds to make your case, so make the most of them.

32. 5 Best Practices Check your email mechanics Don’t forget to check your email mechanics on a regular basis. Some of the best campaigns fail because simple items like response links, the unsubscribe process, co-registration or images fail. It takes time, but each email execution is valuable. Don’t frustrate your subscribers or waste your money by sending out an email that doesn’t have its most basic items working. One of the best and simplest methods for making sure that the mechanics of each and every email campaign are optimized is to create and consistently utilize an email development and deployment checklist. Test for correct rendering of emails on all email clients HTML emails – with pictures, colors and graphics – can look or function very differently when viewed in different email clients. Segment your list for better results Provide an admin function for each email so people can email someone directly Personalise for greater relevance Be prepared for mobile devices and social media Integrate your email into your complete marketing mix Deliver value consistently

33. Google Loves: Expert Content Tips Content

34. 53 Want help...? Over 80 Small Business Marketing Apps

36. 53 Want help...? www.macinnismarketing.com.au Over 80 Small Business Marketing Apps

37. 53 Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com Over 80 Small Business Marketing Apps

38. 50 Don’t re-create, be resourceful!

39. 54 Thank you

40. Brand your business Presenter Danielle MacInnis www.macinnismarketing.com.au

42. Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!

43. Agenda: Branding Brand your business - A strong brand starts from the inside out. It differentiates your business and attracts employees and customers. Learn in this seminar: • How a well-deﬁned brand can help grow your business and what this means. • How to craft a strong brand name, logo, and key messaging to support the visual elements. • How to develop a brand strategy that involves the "how you do what you do" that shows your customers and employees you are valuable.

45. What's in it for you? 1. Templates to follow 2. Resources 3. Lots of examples 4. Short cuts Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.

46. Why do you need a brand Let’s dispel some myths.... • First; A brand is not a logo. • Second; A brand is not an identity. • Finally; A brand is not a product. Tip: It is not what you say it is, it is what your customer says it is.

47. Why do you need a brand? People have too many choices Most have similar features or qualities We tend to buy on trust Trust = Reliability, and Delight • Price premium • Customer preference • Shorter sales cycles • Customer referral • Recruit the best team

48. What elements make up a brand? • Brand Strategy - positioning, value to your target market Building a strong identity - Differentiate • Brand Culture - How you do what you do - customer experience your values Building a strong culture - Collaborate • Brand Implementation - your look and feel Communicating the brand - Innovate

49. Who are you? What do you do? Why does it matter? Tip: set up google alert for your company, name and competitors name

50. About Us I don’t know who you are I don’t know your company I don’t know your company’s product I don’t know what your company stands for. I don’t know your company’s customers I don’t know your company’s record I don’t know your company’s reputation Now what was it you wanted to sell to me? Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you.

51. Your business strategy? TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE

52. Your business strategy? TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?

53. Your business strategy? TARGET MARKET YOUR YOUR SKILLS, EXPERIENCE & BUSINESS THE PROBLEM YOU SOLVE VALUE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?

54. Your business strategy?

55. Target ideal customers, not everyone You want your ideal customer to say: “That’s for me”

56. Target ideal customers, not everyone You want your NEWSFLASH: It is not ideal customer about YOU. to say: It is about “That’s for me” THEM. Where do most of us have our focus most of the time? Our problems, issues, challenges, predicaments, worries, and pain are where we are focused.

57. Why should they care?

58. Step into your customers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc

59. Step into your customers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc

60. What your prospect is thinking Tip: Look at your web and ask yourself how well do we answer these questions for our customers?

61. What your prospect is thinking 1. Do you work with people like me? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?

62. What your prospect is thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?

63. What your prospect is thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?

64. What your prospect is thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? 4. Do you have some free information that can help me immediately? I don’t want to pay for anything yet! Tip: Look at your web and ask yourself how well do we answer these questions for our customers?

65. Worksheet 1

66. Worksheet 1 Summarising your core marketing message Target market / ideal client (demographics + psychographics) Problem/Issue/challenge Where is the pain? Where does it hurt? Solution/Outcome Success story

67. Worksheet 2 Marketing Message

68. Worksheet 2 Marketing Message What do you say when someone asks you what you do? The formula is: What do you do? We work with ________________(This Target Market) Who ___________________(Have this Problem or Challenge) How do you do that? We help them get __________________(Ultimate Outcome) Tell me more... A good example is __________________(Success Story)

69. What is your elevator pitch? Focus on the story

70. What is your elevator pitch? Focus on the story “ I’m a groomer that specialises in grooming small dogs and come into my clients home so that the dog is more relaxed” “We groom dogs and only use environmentally approved products.” “We help pet owners who have let their pet hair get out of control and now they dog or cat resists getting groomed.” “ I take my time grooming elderly dogs and ensure that they remain comfortable during the grooming process.”

71. Why should they care?

72. Why should they care? Expert Problem they solve Grooming small dogs We specialise in small dog grooming needs with special equipment Grooming - Environmental Provide an alternative to pets with allergies to some shampoos and products

73. Why should they care? Expert Problem they solve Grooming small dogs We specialise in small dog grooming needs with special equipment Grooming - Environmental Provide an alternative to pets with allergies to some shampoos and products " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution."

74. Who wants to share their elevator pitch? Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.

75. Who wants to share their elevator pitch? " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution." Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.

76. Word of Mouth Testimonials Case Studies Does this service really work? Solution / Outcome - Trust

77. Branding - Consistency and Reliability Logo There are three components to the logo: Style Guide 1. Words – The words in your business name and the words in Value proposition your tagline Values 2. Icon – The picture part of your logo. 3. Colour – The primary and secondary colour you choose for your logo. Brand Personality Gregarious - Fun-loving - Empathetic - Gracious - Generous - Easy-going - Professional - Intense - Eccentric - Bubbly

78. Branding - Consistency and Reliability

79. Branding - Consistency and Reliability Tell a Friend Offer Special Treat

80. Branding Where do you put it? Van Business card Website Email footer Aframe Ads T-shirts Magnets

81. Branding - Experience How do you create a valuable customer experience?

82. Branding - Experience How do you create a valuable customer experience? Your Promises describe the result of your unique customer experience. Your Promise is what differentiates you from your competition. Your Promise is the intersection where your vision, your marketing intelligence, and your Client Fulfillment meet.

83. Branding - Experience INFORMATION UNAWARE AWARE ATTENTION EXPERIENCE SIGN UP/SALE REFERRAL GATHERING The customer is happy to refer you They want more They want more At this stage, they The lead becomes Becomes familiar after experiencing Don't know information and information and may be ready for a a customer when with you. great service and anything about you are ready to are ready to "taste" or an they sign the Association wants to tell your or your company explore working explore working "EXPERIENCE" agreement and referral, meet you story and REFER with you with you prior to purchase pay. you to their network Ideal Target Build a Customer then Prospect Lead Qualified Lead Advocate Market Connection Client Publish Lead capture - Targeted Invitation to find Give them a taste Sign an agreement Write up a autoresponder information that out more or a bite size or quotation testimonial or solves their sample for free, success story problem download, survey results, free call Referral Conversation - Clarify their issues collect details Direct Mail, Call to action An offer that postcard, mail appeals to them Advertising Call to action A call to action that gets thier attention Media - PR Lead capture - Subject matter that autoresponder is important to them Networking Conversation - Events they would collect details attend Speaking Call to action and Events they would lead capture attend Online SEO, Lead capture - Words they would Google, viral, autoresponder use and online video and social tools media Getting found in Call to action and Directories they

84. Branding

85. Want help...? Over 80 Small Business Marketing Apps

86. Want help...? Over 80 Small Business Marketing Apps

87. Want help...? www.macinnismarketing.com.au Over 80 Small Business Marketing Apps

88. Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com Over 80 Small Business Marketing Apps

89. Thank you

90. Low cost Marketing Tools for small business Presenter Danielle MacInnis www.macinnismarketing.com.au

91. 8 My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION

92. Agenda: Low Cost Marketing Tools for your small business

93. Agenda: Low Cost Marketing Tools for your small business What’s in it for you?

94. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online

95. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms

96. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email

97. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email Web or Blog presence

98. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email Web or Blog presence SEO tools

99. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email Web or Blog presence SEO tools Productivity

100. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email Web or Blog presence SEO tools Productivity Social Media

101. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email Web or Blog presence SEO tools Productivity Social Media

102. 3 Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!

103. 7 What's in it for you? Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.

104. 7 What's in it for you? 1 Understand what is currently not working and why 2 Better approach to marketing and sales for your business 3 Tools and templates to use 4 Learn from others in the room and their experience 5 What you might do differently to attract your ideal customers 6 Practice Just In Time Learning Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.

105. 5 What marketing are you doing?

106. 9 What Marketing Tools Do I need?

107. 11 Choose, Attract, Capture, Nurture, Sell, Retain

108. 11 Choose, Attract, Capture, Nurture, Sell, Retain

109. 20 Attract and Retain

110. 20 Attract and Retain Tip: How do you show that you care?

111. 19 Website Content Management System Wordpress Citymax http://www.daniellemacinnis.com http://www.citymax.com Weebly

112. 12 Lead Capture

113. 12 Lead Capture Hint: Capture potential customers

114. 14 Forms, survey - call to action buttons http://www.wufoo.com http://www.jotform.com Choose, Attract, Capture, Nurture, Sell, Retain

115. 15 Lead Nuture Hint:It takes on average seven interactions before a person buys.

116. 16 Email marketing Zoho Aweber http://www.zoho.com http://www.aweber.com.au MailChimp Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you.

117. 18 Attraction Marketing

118. 25 Search Engine Optimisation http://websitegrader.com/ https://www.google.com/analytics Tip: Set up google alerts to follow your mentions or your competitors on the web!

119. 26 Productivity Tools

120. 40 Social marketing Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards!

121. 41 You need to go where your audience is

122. 41 You need to go where your audience is

123. 41 You need to go where your audience is "86% of Australian internet users are looking to their fellow internet users for opinions and information on products, services and brands"

124. 41 You need to go where your audience is "86% of Australian internet users are looking to their fellow internet users for opinions and information on products, services and brands" Melanie Ingrey, Director for Nielsen's online Business

125. 43 Choose where you play Monthly average 2010 Social Media Marketing MacInnis Marketing Visitors or views Leads Customers Blog 1500 15 0 Web 500 40 3 Twitter 247 3 0 Podcast 1000 5 0 Auto-email campaign 500 14 3 Networking sites 500 10 1 Linked in 500 3 0 Articles 1000 2 0 Slideshare 200 0 0

126. 43 Choose where you play Monthly average 2010 Social Media Marketing MacInnis Marketing Visitors or views Leads Customers Blog 1500 15 0 Web 500 40 3 Twitter 247 3 0 Podcast 1000 5 0 Auto-email campaign 500 14 3 Networking sites 500 10 1 Linked in 500 3 0 Articles 1000 2 0 Slideshare 200 0 0

127. 44 Content is King

128. 47 Good websites Keys to build a great website 1. Attract prospects 2. Great content 3. Get found 4. Convert prospects to leads (call to action) 5. Measure your ROI Tip: Websites are for lead generation and conversion. It is not just a matter of “looking good”. Ugly and crowed, Vs beautful and empty!

129. 47 Good websites Keys to build a great website 1. Attract prospects 2. Great content 3. Get found 4. Convert prospects to leads (call to action) 5. Measure your ROI Tip: Websites are for lead generation and conversion. It is not just a matter of “looking good”. Ugly and crowed, Vs beautful and empty!

130. 52 Do you feel like this?

131. 52 Do you feel like this?

132. 19 Sales and Marketing System Bloomtools.com https://www.thewebconsole.com

137. 50 Don’t re-create, be resourceful!

138. 54 Thank you

139. Search Engine Optimisation Presenter Danielle MacInnis www.macinnismarketing.com.au

141. 3 Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!

142. Agenda: Search Engine Optimisation

143. Agenda: Search Engine Optimisation What’s in it for you?

144. Agenda: Search Engine Optimisation What’s in it for you? Get found online

145. Agenda: Search Engine Optimisation What’s in it for you? Get found online Convert leads

146. Agenda: Search Engine Optimisation What’s in it for you? Get found online Convert leads Optimise your site in all search engines

147. Agenda: Search Engine Optimisation What’s in it for you? Get found online Convert leads Optimise your site in all search engines Tips to improve your conversion rate

153. What's in it for you? 1. Right Platform for building your site: Content Management System 2. How do you make your website google friendly: – No Flash – Above the fold – Tagging and header descriptions – Key Words – Links 3. Local Directories Tip: See something you want to know more about? Jot it down on 4. Google Analytics the feedback form and we will make sure we get back to you with the good oil.

154. What is your current website like? Is it a brochure website?

155. What is your current website like? Is it dynamic and easily updated?

156. 3 Content Management System Hint: Have you got a burning marketing question to ask? Now is your chance!

157. Website Content Management System Wordpress Citymax http://www.daniellemacinnis.com http://www.citymax.com Weebly

158. What is your current website like? Description on menu Phone Call to action

159. What is your current website like? Pet Pavilion Website No Phone Offer Testimonials

160. Headings Key words and descriptions

161. 20 Attract and Retain

162. 20 Attract and Retain Tip: How do you show that you care?

163. What is your current website like? Phone Offer Testimonials Social media Above the fold

164. Google Loves: Video Text

165. Google Loves: Images

166. Google Loves: Expert Content Tips Content

167. Social marketing Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards! 107

168. 44 Content is King

169. Links back to your site http://www.petshq.com.au/ﬁnd/pet- grooming-dog-wash-clipping/vic/ melbourne/3039/moonee-ponds.htm

170. Mouth Marketing - Now online http://www.womo.com.au/search/Dog-Washing-and-Grooming-near-Moonee-Ponds-VIC-3039/R0051001

171. Social marketing Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards! 111

172. Content is King

173. Facebook

174. Search Engine Optimisation

175. Search Engine Optimisation Local Search Directories 1.Pet Pages 2.True Local 3.The Pet Directory 4. Ozdoggy.com.au

176. Search Engine Optimisation https://www.google.com/analytics Tip: Set up google alerts to follow your mentions or your competitors on the web!

177. Search Engine Optimisation 1. Promote your website address EVERYWHERE. List your website address on your business cards, stationary, email signature, invoices, product labels or other marketing materials. 2. Use your keywords. Keywords are the words people may type into search engines (eg. Google) to ﬁnd your products or services on the Internet. Put these keywords in key locations within your website (page names, titles, headings, links etc). This tells Google that these are the words they should rank you high for, getting you to appear higher in the search results for those words, eg. Page 1 of Google 3. Use your Social Media Accounts to promote your website. This allows you to be found in multiple places on the Internet, increasing your exposure to your target market. 4. Feed your website into your Social Media Accounts. Get your blog posts and article listings to feed into your Social Media accounts to make it easier to keep these accounts fresh and exciting, saving you time as well as drawing people back to your website. 5.Check out your .xml site map. An .xml sitemap is a dedicated page allows Google to log all the content on your website and will improve your Search Engine Rankings. If you have your website with us, you’ll ﬁnd yours at www.[your website domain].com/sitemap.xml.

178. 25 Search Engine Optimisation 6. List your business on Google Places. It’s free and it will get you on Page 1 of a Google search when someone is searching in your local area. Plus, it only takes a few minutes to set up. When you have ﬁnished setting up your listing, send an email to your clients asking them to leave you a review and Google +1 you. 7. Use third party business listings and local directories. A great example is True Local but there are plenty of others out there. Make sure you add your website address to the proﬁle, as well as a short, keyword rich description of what you do. Keep a list of all the directories you are in so you can update them quickly and easily in the future. 8. Make use of multimedia. The Internet has fueled a boom in using multimedia to promote business. If you have some great images, articles or videos that could help promote your website, make sure you upload them to the Internet. Sites like YouTube and Flick

179. 25 Search Engine Optimisation http://marketing.grader.com/

180. Mobile

181. Do you feel like this?

182. Do you feel like this?

187. 53 Want help...?

188. Don’t re-create, be resourceful!

189. Thank you

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