Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013

BUILD IT GREEN WEBINAR
JULY 30, 2013
MAUREEN LADLEY, LADLEY & ASSOCIATES
CGBP, LEED AP
Guerilla Marketing
for Small Businesses
Maureen@LadleyandAssociates.comFacebook.com/LadleyandAssociates

Questions
Facebook.com/LadleyandAssociates Maureen@LadleyandAssociates.com

Today’s Agenda
Facebook.com/LadleyandAssociates
1. Targeting the Right Audience
2. Off-Line Marketing
3. On-Line Marketing
4. Questions
Maureen@LadleyandAssociates.com

Targeting the Right Audience
…whether you are marketing B2B or B2C.

Know Your Customer

Know Your Customer
LadleyandAssociates.comFacebook.com/LadleyandAssociates

Client Persona
 Fictional representations of your ideal client(s)
 Facts are discovered through research into your
ideal target client group through:
 Surveys
 Interviews
 Asking
 Expanded with educated speculation
Source: HubSpot

Client Persona – HubSpot Template

Off-Line Marketing
 Networking
 Events/Speaking
 Partnering

Off-Line Marketing - Networking
 Still the #1 for new business for AEC firms
 Stay top-of-mind
 Build relationships

Off-Line Marketing - Networking

Off-Line Marketing - Events/Speaking
 Webinars
 Capture names and email addresses
 Topics and events at your business
 Highly motivated people attend
 Speak on your FAQ’s, or to a practice area
 Make it a newsworthy open house and invite media
 Speaking at organizations
 Create a Speaker Sheet to email with who, what, why
 Get business cards via drawing or other means

Off-Line Marketing – Events on Location

Off-Line Marketing – Event Call-to-Action
When marketing off-line, ask for
a small action:
• Drop business card to win
• Like on Facebook
• Sign-up for free eBook
• Sign up for additional events
Move leads, from whatever
source, towards your marketing
pipeline

Off-Line Marketing - Partnering
 Reduce Marketing Costs
 Photography
 Advertising
 Events
 Charity
 Business

On-Line Marketing
 Inbound versus Outbound Marketing
 Who’s on-line
 Email capture for a valuable content offer
 Ebooks
 Webinars
 Video Series
 Social Media
 LinkedIn
 Facebook

“Inbound Marketing” Explained
Conventional Advertising “Inbound Marketing”

Who is On-Line?
According to Pew Research: Everyone
 82% of all American adults ages 18 and older
say they use the Internet or email occasionally.
 67% do so on a typical day.
 53% of American adults age 65 and older use
the Internet or email.
Source: Pew Internet & American Life Project

On-Line Marketing - Email Capture
 Would you rather have your website traffic:
 Come, then go? Or,
 Leave their name and email address?
 Offer something of value, earn the right to the
visitor’s information
 Ebooks (pdf)
 Free Webinar
 Video series

On-Line Marketing -Email Capture

On-Line Marketing – Email Capture

On-Line Marketing - Email/Enews
And, take advantage of automated content:
 Subscription confirmation
 Welcome and introduction message
 Timed content – enrollment, point-in-time, etc.
Make an offer:
 Free half hour telephone consultation

On-Line Marketing - Social Media
LadleyandAssociates.comFacebook.com/LadleyandAssociates
Who uses social media?
According to Pew Research: Most
 66% of online adults use social media.
 Higher percentages in younger ages, but…
 72% 30-49
 50% 50-64
 34% 65+
 69% of households earning $75,000+
 69% vs 65%, Urban vs Suburban
Source: Pew Internet & American Life Project

On-Line Marketing - Social Media
Where should you be? Where your customers are.
As of August 2012:
 66% of online adults use Facebook
 20% use LinkedIn
 16% use Twitter
 12% of online adults say they use Pinterest
 12% of online adults say they use Instagram
 5% of online adults say they use Tumblr

On-Line Marketing – Facebook Apps

On-Line Marketing – LinkedIn Portfolio

Social Media
Create a plan
 Interesting content
 Position yourself as the expert
 Share company’s work
 Draw from other sources (aka curate)
 Include Calls-to-Action
 Attend events
 Join groups
 Sign-ups

Questions
Maureen Ladley (510) 238-0150
www.LadleyandAssociates.com

Guerilla Marketing for Small Business, Build It Green Webinar, July 30, 2013

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