Guerrilla Emarketing
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210110 - Guerrilla e-marketing Bristol/Gloucester/Salisbury A seminar looking at business opportunities provided by email, SMS marketing and social networking websites. Speaker: Andy Poulton
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Guerrilla Emarketing
- 1. Your Business Success is Our Business Objective Business Link Customer Information Centre 08456 00 99 66 enquiry@businesslinksw.co.uk www.businesslinksw.co.uk 1
- 2. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 2
- 3. 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 3
- 4. 140 120 121 100 80 88 60 64.3 40 46.6 £ Bn 20 29.8 20.4 0 2005 2006 2007 2008 2009 2010 Source IMRG 4
- 5. 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 5
- 6. Anytime Anyplace Anywhere 6
- 7. The Rudiments The right name The right site 7
- 8. Choosing a name • What name could you use? Business name Service name Product name • Short is good • Think about how and where it will be used Print In conversation 8
- 9. 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 9
- 10. Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk 10
- 11. Choosing a name – The Ugly m co rt. fa do ee sp w. ww 11
- 12. Choosing a name – The Ugly t ne d. an i sl en p w. ww 12
- 13. Choosing a name – The Ugly om s.c nt se re ep or wh w. ww 13
- 14. The Rudiments The right site 14
- 15. Design Rudiments #1 Speed 15
- 16. Design rudiments 1/ Fast to load • Download quickly (3 – 5 seconds) 16
- 17. Design Rudiments #2 Easy to navigate 17
- 18. Design rudiments 2/ Navigation • Simple, Logical, Intuitive 18
- 19. Design rudiment No. 3 Compelling Content 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 19
- 20. Grab the Attention A – Grab their ATTENTION I – Generate an INTEREST D – Build the DESIRE A – Promote the ACTION 20
- 21. 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! 21
- 22. 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 22
- 23. The route to your website 23
- 24. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 24
- 25. 25
- 26. 26
- 27. Online Networking - Why Reach new audiences • Facebook – 350m • MySpace – 110m • Twitter – 60m • Bebo – 40m • LinkedIn – 55m • Plaxo – 15m • Ecademy – 12m 27
- 28. 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 28
- 29. 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 29
- 30. Social Networks – Build your profile Have a good look around and see how things work Set up an account and build your profile 30
- 31. Social Networks – Build your profile 31
- 32. 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 32
- 33. 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 33
- 34. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 34
- 35. Business Networks 35
- 36. Why Business Networks? • LinkedIn – 55 million registered users OPPORTUNITY! • Plaxo – 15 million registered users • Ecademy – 12 million registered users • Xing – 6 million registered users 36
- 37. Business Networks – 6 Degrees of Separation 37
- 38. Business Networks 38
- 39. Business Networks 39
- 40. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 40
- 41. 41
- 42. Viral Marketing – How & Why • Get other people to do your marketing for you • It’s free • Give them something in return if possible 42
- 43. Viral Marketing – How & Why 20 20 x 20 400 400 x 20 8000 8000 x 20 160,000 160,000 x 20 3.2m 43
- 44. Viral Marketing 44
- 45. Viral Marketing -How • Refer a friend • Competitions • Video 45
- 46. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 46
- 47. 47
- 48. Video Marketing You’ve been framed! = Business Opportunity 2nd most searched site on the internet • YouTube – 1Bn videos watched………..DAILY • Video results appearing in Google Search 48
- 49. Video Marketing 49
- 50. Video Marketing 50
- 51. 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 51
- 52. Video Marketing Your Video • Look for an angle • Look for the competition • Get a feel for YouTube • Think how else it could be used 52
- 53. Video Marketing Your Video 53
- 54. Video Marketing 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 54
- 55. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 55
- 56. Email Marketing 56
- 57. 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 57
- 58. Why Email Marketing? It’s Not Expensive 58
- 59. Why Email Marketing? It’s Effective 59
- 60. Why Email Marketing? Sector Sent Delivery Open Rate CTR Response B2C 100% 91% 29% 27% 6% Acquisition B2C 100% 91% 32% 28% 12% Retention B2B 100% 88% 32% 25% 4% Acquisition B2B 100% 90% 37% 30% 13% Retention Source – DMA Email Marketing Benchmarks Survey 60
- 61. 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 61
- 62. 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 62
- 63. Email Marketing – Key Elements to success Quality Content • Relevant • Tailored • GRAB attention • Frequency • Monitor, Monitor, Monitor • Legal 63
- 64. Email Marketing – Measure by Measure What can be measured • Number of emails sent • Number of bounces • Number opened • Number deleted without opening • Action taken 64
- 65. Email Marketing – Measure by Measure 65
- 66. 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 Individuals andy.poulton@hotmail.com = individual andy.poulton@businesslinksw.co.uk = corporate 66
- 67. 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 67
- 68. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 68
- 69. 69
- 70. 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 70
- 71. 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 71
- 72. It’s really easy to set up and run a blog 1/ Sign up 2/ Choose a look 3/ Get typing 72
- 73. Blogging – Where www.typepad.com www.blogger.com www.movabletype.com www.wordpress.com 73
- 74. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 74
- 75. TWITTER 75
- 76. Twitter – This year’s Media “Big Thing”? 76
- 77. Twitter – This year’s Media “Big Thing”? 77
- 78. Twitter – The route InternetwebsiteBig thing” Genuine to your “Next TWITTER 78
- 79. Twitter – The Emperor’s New Clothes 79
- 80. Twitter – Why • Easy to use • Easy way to keep in touch • A way to reach potentially large market • Short sharp communication tool 80
- 81. Twitter – Micro Blogging or Social Networking 81
- 82. iPhone SMS Twitter – Updating 140 Characters only Web SmartPhone Email Applications 82
- 83. Twitter – Who Respected News Services International companies BBC Cisco CNN IBM Daily Telegraph Dell Swindon Evening Advertiser Celebrities Informational Services Demi Moore Nasa Oprah Marketing Donut Stephen Fry Startup Donut Jonathan Ross Britney Spears Small Businesses William Grant – FoxGrant Warren Cass – Business Scene Lindsay Smith – Team Pixie Politicians Fiona Davies – Flame Interiors Anne Snelgrove Anthony Lloyd – Fallowfields Hotel David Drew Neil Ryder – If Only Jim Knight Bryony Thomas – Clear Thought Kerry McCarthy Consulting Parmjit Dhanda 83
- 84. Twitter – In Business 84
- 85. Twitter – How Go to www.twitter.com 85
- 86. Twitter – How Write a short profile 86
- 87. Twitter – How Find People to Follow 87
- 88. Twitter – How Retweeting – Going Viral on Twitter 579 912 ------ 1,491 1,491 30,744 ------ 32,235 88
- 89. Summary • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter 89
- 90. Thank You Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk Slides available from www.businesslink.gov.uk/southwest/eventspresentations 90