This slideshow was used in conjunction with a presentation for Social Media Week Berlin 2014. You can download the accompanying worksheet here: http://littlewebgiants.com/online-marketing-on-a-budget/ Many of the thought leaders in online marketing have worked for big brands with big budgets. Often what they recommend is difficult to scale down and is not applicable to small to medium enterprises, lean startups and not-for-profits. In this slideshow, Little Web Giants co-founders Paul and Melanie explore targeted approaches to online marketing that require less dollars and more brains. How can you drive more traffic to your website without making Google rich? How can you reach more social media followers without paying Facebook? How can you increase engagement and conversions on your campaigns? What are the low-hanging fruit that can quickly help you reach your online goals? These questions and more are explored in ‘Marketing on a Low Budget’. Enlarge your bag of tricks for achieving success online. In addition, gain criteria for assessing any given strategy to see if it is useful to you, saving you countless hours of time as you only focus on what works. Stop burning cash and start kicking goals. If you are involved in a small to medium-sized business or a not-for-profit, check it out and learn how you can get noticed. No millionaires allowed.

1. Marketing on a Budget
Tuesday 23rd September, 2014
Presented by for
littlewebgiants.com
enquiries@littlewebgiants.com

2. About This Talk
Work with others

3. About This Talk
Work with others
Identify your message

4. About This Talk
Work with others
Identify your message
Assess resources
available

5. About This Talk
Work with others
Identify your message
Assess resources
available
Reach your target audience

6. About This Talk
Work with others
Identify your message
Assess resources
available
Reach your target audience
Learn about useful tools

7. About Us
Web Development
Online Marketing

8. Who Are You?

9. Who Are You?
Business
Owner
Soon To Be
Business
Owner
Campaign
Manager
Marketing
Specialist

10. Be Clear About Your Message

11. Be Clear About Your Message
Elevator Pitch
In 30-60 seconds…
What do you do?
Why is it useful?
Who is it for?

12. Be Clear About Your Message
We add value through
boosting internal
efficiencies, competitive
analysis, leveraging
marketing synergies,
tactically positioning your
product, and strategically
tracking scalability.

13. Be Clear About Your Message
Huh?

14. Be Clear About Your Message
We help you grow.

15. Be Clear About Your Message
The average marketing post
on Facebook is written at a
fifth grade level.

16. Activity 1
Elevator Pitch
In 30-60 seconds…
What do you do?
Why is it useful?
Who is it for?

17. Activity 1
What would you like to get
out of today’s session?

18. Find Your Audience
Think about how you would find your product.
Through which channels would you find it?

19. Find Your Audience
Is it about research and building trust?
(e.g. babysitter, used car dealer, etc.)

20. Find Your Audience
Is it about convenience?
(e.g. hardware store, pharmacy, etc.)

21. Find Your Audience
Where is your target market hanging out online?

22. Find Your Audience
Research the demographics of
different social networks.
http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

23. Activity 2
Find Your Audience
Think about
which online and offline
communities would be
interested
in your product, service or campaign.

24. Assess Your Resources
Do a few things well, not many things poorly

25. Assess Your Resources
So you don’t have heaps of money, what kind of
peoplepower do you have?

26. Assess Your Resources
So you don’t have heaps of money, but what kind of
peoplepower do you have?
• Writers
• Photographers
• Social Media posting
• Social Media “top fans”
• Volunteers
• Review writers
• Graphic designers
• Number crunchers/analysts

27. Assess Your Resources
What content resources do you already have?

28. Assess Your Resources
What content resources do you already have?
• Slide presentations from training
or pitching to investors
• Whitepapers or internal research
• Your expertise
• Photos (of you, products, events)
• Videos
• Think about why someone would
be interested in your work.

29. Assess Your Resources
Social Media Posting
• Pick one or two platforms
•Make a style guide to define topics and tone
• Make a schedule for newsletter and social media
posts
• Define who is responsible
• Be honest, consistent and engage with criticism

30. Activity 3
Consider Your Resources
How much time and
money
can you spend on marketing?
What people or content
resources
can you take advantage of?

31. Watch Your Competitors
• What social media services do they use?
•What kind of social media posts get the most
engagement?
• What is their website like?
• Sign up to their newsletter/marketing list to see what kind
of special offers they are making – can you better them or
offer something unique and different?

32. Activity 4
Competitor Research
List 1-3 of your competitors.
What do you know about their
marketing strategy? Are there
successful examples you can copy?

33. Reach out to existing
communities
• Find blogs, forums and online newsletters in
your field.
• Reach out offer to write on a specific topic.
• Try to supply pictures and/or video.
• Think about what they want to publish – not
what you want to say.
• Have a press kit ready with a basic overview
of who you are, what you do, and some nice
photos.

34. Reach out to existing
communities
• Attend relevant events and network.
• Sponsor events either with money or “in-kind”
support.
• Make the most of your connections.
• Be generous, professional and friendly.

35. Build Your Own Community
• Newsletters
• Social Media: Pick one or two channels and
focus only on these to begin with
• Blog
• Forum
• Email Newsletters
• Events
• Reviews (e.g. Google My Business)

36. Build Your Own Community
Collecting Email Addresses
– Landing page “squeeze” tactics can be
effective in some cases.
– But for some audiences it will be too
aggressive.
– Always be honest about how you will use
people’s email addresses.
– Always have an unsubscribe option and a
privacy policy.

37. Planning A Campaign
• Have a definite, measurable goal for your
campaign:
– increase FB likes;
– build up email list;
– kick-start a customer base;
– boost website traffic; or
– increase sales.
• Ensure that your campaign is structured so
that all funnels lead to that ultimate goal.

38. Planning A Campaign
• Start to plan early.
• Share content across social media, blog,
emails, and press releases with a
consistent message.

39. Planning A Campaign
• Be quick to respond to criticism, but don’t
panic. A vibrant campaign gets a lot of
feedback – sometimes, some of it will be
negative.
• Analyse the results afterwards.

40. Useful Tools
• Build a quick, cheap but good quality website with
Wordpress and a theme from themeforest.net
• MailChimp for newsletters – pick a predesigned
responsive theme to look great on mobile
• Google Adwords PPC advertising and Analytics
• AddThis – Streamline article and blog sharing
• Hootsuite – Automate social media posts

41. Questions?
?

42. Online Marketing Resources
• moz.com
• www.searchengineland.com
• searchenginewatch.com
• www.kaushik.net
• www.searchenginejournal.com
• www.seobook.com

43. Thanks for listening!

Presented by for
littlewebgiants.com