How to get the most out of your marketing budget (even if you don't have one!) with free online tools Need to promote your small or medium-sized company or solopreneur business? Need to benchmark your product or brand, keep tabs on your competition, generate leads, build notoriety, etc. on a low budget? Need some creative ideas to deal with your marketing department's budget cuts? Join us for the next Marketing Clinic event on Free Online Marketing Tools. If you are a marketing or communications professional, or an entrepreneur or small/medium-sized business owner, this small-format conference is structured to allow for an open exchange of ideas and best practices. The objective is to create a friendly forum to share and discuss free online marketing tools and maybe even get some audience feedback. Or, you may just want to sit back and listen to what others are doing and come away with a few ideas. The Marketing Clinic's team of seasoned marketers Stephanie Kidder, Noel Thevenet, and Amanda Saionz, along with Entrepreneur Club leader, Susan Haimet, will give a practical presentation of free marketing tools, what they can be used for, and an introduction to how to use them. This event, co-sponsored by the Entrepreneur Club, is the 4nd in the Marketing Clinic series from the EPWN Marketing Club. For more information: http://www.linkedin.com/groups/Marketing-Clinic-4849281/about

1. Marketing Clinic:
Free online marketing tools
Soleilles Cowork, Paris
April 15, 2013

2. Agenda
• Introduction
• 9 free online marketing tools
- What to use them for
- How to use them
• Case studies
• Even more free tools

3. Introduction to free online
marketing tools:
Identify your objective
Find the tool

4. Free tools for many marketing
jobs
• Market
Intelligence
• Email Marketing
• PR and
communication
• Social Networking
• Analytics
• Events and surveys
• Contests
• Content marketing
• And don’t forget..
Crowd sourcing

5. Tool 1: Google alerts
What to use it for:
• Keeping tabs on the competition / benchmarking
• Finding out what's being said about your
company or product
• Finding content for content marketing
www.google.com/alerts

6. Google alerts: How does it work?
Set up your alert by choosing: query, result type, how
often and how many results you want to receive

7. Google alerts: Tips
• Be specific, terms like “jobs” or “vacations”
will get you anything and everything
• Use “ ” to avoid getting suggestions from
Google for related terms: I'm looking for
“somy” not Sony, and for phrases: “white
house”
• Put a minus sign in front of words you want to
avoid: paris -texas
• Limit sites: “marketing jobs” site: .co.uk

8. Tool 2: Social mention
What to use it for:
• Like Google Alerts, tracking trends, the
competition, your products, etc. but on Social
Media (i.e. user-generated content)
• Finding out how people feel about your product
or service and how much their talking about it
www.socialmention.com

9. Social mention: How does it work?
You can set up alerts (temporarily disabled) or check
what people are saying in real time

10. Social mention: Tips
• Choose a specific source or sources to define
type of content (i.e. if you don't want videos,
only want content from blogs)
• Use advanced search options to: find an exact
phrase, include all words, eliminate unwanted
words, choose location or language, or
eliminate users you're not interested in

11. Social mention: Tips 2
Understanding results:
Sentiment: ratio of positive mentions vs. negative
mentions
Strength: likelihood people are discussing the search term
Passion: how often mentioned by the same people
Reach: number of unique authors divided by total number
of mentions)
Top keywords: keywords most often used that relate to
your search term
Top users: people who are talking the most about you
(useful for identifying influencers!)

12. Tool 3: Hootsuite
What to use it for:
• Manage multiple social media channels
• Organizing and scheduling your participation
in social media
• Generating new business, customer support
… by responding to mentions
• Getting valuable analytics information
www.hootsuite.com

13. Hootsuite: How does it work?
From the dashboard you can: add social networks,
create “streams” of information from these
networks, send and schedule messages …..

14. Hootsuite: Tips
• From your dashboard you can create a “tab”
for each social network
• You can create “streams” of information from
these networks, i.e. a twitter list about an
industry topic
• You can send and schedule messages in
advance, i.e. maybe you want your followers
in Australia to get a tweet when you're
sleeping

15. Tool 4: Eventbrite
What to use it for:
• Creating an event page
• Promoting events: inviting clients / your
mailing list to events
• Managing registrations for events, printing
name badges ….
www.eventbrite.com

16. Eventbrite: How does it work?
Eventbrite will walk you through the steps to:
Create event title and description, upload logo, etc

17. Eventbrite: Tips
• Create “tickets” for free or paying events,
invitation only or promoted
• Promote your event: choose a category to list
it in directory and search engines, let
attendees recommend on FB or Twitter
• Create a customized URL for your event
• Upload a contact list to send invitations (no
more than 2000!)
• Survey attendees

18. Eventbrite: Tips 2
• Check how many people have registered and
see stats (where attendees are from)
• Send a follow up reminder to attendees
• Print out your guest list (or download the app
to check in attendees with your phone or
tablet)
• Re-use old lists for new events

19. Tool 5: Google keyword tool
What to use it for:
• Find what keywords searchers are using to look
for your product/service and get keyword ideas
• Get domain names ideas
• Drive traffic to your website or blog by finding
the most effective keywords to include in
content!
ww.adwords.google.com

20. Google keyword tool: How does it
work?
Create an Adwords account (you don't have to use
Adwords), log in and select “Tools and analysis”

21. Google keyword tool: Tips
• If you do a search for a URL you will get
suggestions based on the content of that
website (type in the competition, see what
you get!)
• Enter keywords or phrases (separate line for
each): start with a broad search and narrow it
down with “include terms” and “exclude
terms” tools
• Select category, geographical area and
language (in “advanced options and filters”)

22. Google keyword tool: Tips 2
• Select device (i.e.maybe you're interested in
searches only from mobile devices)
• Choose results you want to display:
- Competition (% of adwords users bidding
on this term
- Global monthly searches
- Local monthly searches
• Select “Only show results closely related to
search” to see only results that include the
exact words you entered

23. Tool 6: Mailchimp
What to use it for:
• Designing and sending emails to prospects
and clients
• Automating emails based on actions (sign-up
forms, purchases etc.)
• Maintaining a simple database of clients and
target groups
www.mailchimp.com

24. Mailchimp – How does it work?

25. Mailchimp – Tips
• Start by customizing (localizing) the automated
welcome, sign-up and unsubscribe emails for each
list.
• Use the new drag-and-drop builder – very EASY!
• Create templates for different email types
• Set up autoresponders (trigger emails)
• Use testing tools to test deliverability/design
• Advanced: check out the standard integrations
available (Survey Monkey, Zoho CRM etc.)

26. Tool 7: Prweb + Pitch
What to use it for:
• generate press releases, digital media kits or
advertisements quickly
• stores content online
• Add personality, rich media to press releases
• Track results
www.prweb.com www.pitchengine.com

27. Tool 8: Survey Monkey
What to use it for:
• To send free polls, surveys, questionnaires,
customer feedback and market research and
analyze results
• To find respondents for surveys
• To run surveys on Facebook
• To integrate into Mailchimp campaigns

28. Survey Monkey: How does it work?
Set up your survey: use free templates to design
survey, collect responses & analyze results

29. Survey Monkey: Tips
• Create surveys directly on your Facebook
accounts
• Take advantage of integration into Mailchimp
campaigns
• Tap into Audience, Survey Monkey’s database
for quick customer feedback for any budget
• Integrate survey results into Salesforce

30. Tool 9: ZOHO CRM
What to use it for:
• ZOHO is a suite of online Business,
Productivity and Collaboration applications
• 20 Applications designed to work together
• ZOHO CRM used to track customers from
lead creation to sale win / loss
www.zoho.com

31. ZOHO CRM: How does it work?
From the browser you can:

32. ZOHO CRM: Tips
• You can create a web-to-lead form to
automatically add leads from your website
• You can easily integrate with OutLook
($3/month) to make sure you always have
updated Contact information offline and to
make sure you always have your data.
• You can use ZOHO to manage Products, with
support and price book, as well as purchase
orders and invoicing.

33. Case study 1
Leroy Merlin - “CRM for customer retention in
the wired economy »
CR today:
•Self-service
•Personal assistance and advice on site –
our core competitive advantage – highly
dependent on the training of our HR on site
•Communication handled by national
headquarters
Retail business model:
•Product offer, services and prices tailored to
the local customer base
•Store organization and workflows shaped by
the store managers
•Internet web site managed by headquarters
Tomorrow’s challenges:
•Customer expectations:
• Products and services tailored to
their needs
• Increased pricing coherence
• Professional advice on home
improvement solutions
•How can we build more proximity with our
customer base?
•What form should our relationship with our
customer take?
•How can we make the difference with our
many different competitors?...

34. Competitive environment of the decoration department
Competitive environment of the decoration department
Case study 1 cont.

35. Case study 2
Thomas & Neel
• Language training for professionals since
2004: training company employees at all
levels and in multiple departments
• Solid client base of large international
companies mainly through word-of-mouth
• T&N would like to offer new kinds of services
(I.e.weekend workshops) and reach new
clients. NEVER done any marketing, where to
start???

36. More tools....
Category Tool Link
Analytics Google Analytics www.google.com/analytics
Blog & web site creation Wordpress www.wordpress.com
CRM + 20 tools Zoho www.zoho.com/
Email marketing Mailchimp www.mailchimp.com
Events & surveys Event Brite www.eventbrite.com/
Events & surveys Survey monkey www.surveymonkey.com/home/
Lead Generation LinkedIn www.linkedin.com
Market Intelligence Alexa www.alexa.com
Market Intelligence Google keyword tool
Market Intelligence Technorati www.technorati.com
Market Intelligence Stumbleupon www.stumbleupon.com
Market Intelligence digg digg.com
Market Intelligence Quora www.quora.com/
Market Intelligence Live Keyword analysis www.live-keywordanalysis.com
Market Intelligence Similarweb www.similarweb.com
Market Intelligence Wordtracker www.wordtracker.com
Organization Wordflowy workflowy.com/
Organization Evernote evernote.com/
PR & Communication PR log www.prlog.org/
PR & Communication Slideshare www.slideshare.net
PR & Communication PitchEngine new.pitchengine.com/
PR & Communication PRWeb fr.prweb.com/
Reference Seobook www.seobook.com
Social Networking Hootsuite hootsuite.com/
Social Networking Tweetdeck www.tweetdeck.com
Social Networking Followerwonk www.followerwonk.com
Social Networking Socialmention socialmention.com/
Team management Basecamp basecamp.com/
Team management Asana asana.com/

37. “Lead generation”
What are some best practices?
Audience question:

38. Contact us
Amanda Saionz
amandamail.as@gmail.com
+33 06 83 99 05 21
Noel Thevenet
noel@petiteplanetmarketing.com
+33 06 20 12 77 91
Stephanie Kidder
skidder@wanadoo.fr
+33 06 80 91 98 85
Susan Haimet
susan@dreamface.org
+33 06 42 48 01 61