Post on 01-Dec-2014
description
Marketing on the “Cheap”
The Good News & The Bad News
Melinda A. Caughill, Vice President of Marketing & Strategy
Is “cheap” marketing right for you?
Every marketing strategy — cheap or not — has BENEFITS...
... and DRAWBACKS.
Do you have the SKILLS TO DO THE WORK?
The best way to choose “cheap”
1. Start by taking a look at your organization.
What is your MARKETING BUDGET?
Do you have TIME TO DO THE WORK?
How well do you KNOW YOUR AUDIENCE?
Does your marketing have a DEADLINE?
2. Compare your organizations needs with the fundamental elements needed for a successful marketing campaign.
CRAFT A COMPELLING OFFER
SELECT A TARGET AUDIENCE
DEVELOP A CAMPAIGN CONCEPT
WRITE YOUR COPY
DESIGN YOUR PIECE
PRODUCE YOUR PIECE
DELIVER YOUR PIECE
MEASURE THE RESULTS
The “Cheap” Options• Social Media/Web 2.0• Guerilla Marketing• Search Engine Optimization• Paid Search Advertising
• Public Relations• Email Marketing• Networking
• Cold Calling• Simple Direct Mail• Ask for Referrals
Social Media/Web 2.0
A category of web sites that is based on user participation and
user-generated content.
What is it?
Social Media/Web 2.0
Blogs (Web Logs)
• Mass marketed withBlogSpot,WordPress,and eBlogger
• Personal Blogs
• Business Blogs
What is it?
Social Media/Web 2.0
Podcasting
Audio or video programs thatare educational, informational,promotional, entertaining, etc.
What is it?
Social Media/Web 2.0
Micro-Blogs• Twitter –
A cross between texting,online chatting, and blogging
What is it?
Social Media/Web 2.0
Social Networking• Personal sites like
Facebook, MySpace
• Professional sites likeLinkedIn, Plaxo
What is it?
Social Media/Web 2.0
Social News• User-submitted
• User-ranked
What is it?
Social Media/Web 2.0
User Reviews• On sites devoted to
only user reviews
• On sites selling products
What is it?
Social Media/Web 2.0
User Provided Content
• Wikis
• Video
What is it?
Social Media/Web 2.0
• Participation is free
• Reach a wide audienceMessage spreads virally
• Impress business peersAttract media attention
The Good News
Social Media/Web 2.0
• Difficult to target
• Very hard to measure ROI
• Successful participation takes a great deal of time
• Use caution when making a sales pitch
The Bad News
Social Media/Web 2.0
• Start by just “listening”• Try it for:
✴ Public Relations✴ Audience Research✴ Customer Relations✴ Test Marketing
Suggestions for Use
Search Engine Optimization
The process of improving the volume and quality of traffic to a web site from search engines via “natural” or “organic” search results.
What is it?
Search Engine Optimization“Natural” or “Organic” Search Rankings
Search Engine OptimizationHow do you do it?
• Identify your AUDIENCE• Determine your KEYWORDS• Write PAGE TITLES• Create HEADINGS• Utilize INTERNAL LINKING• Employ IMAGE TAGS• Use BOLD & ITALIC TEXT
Search Engine OptimizationHow do you do it?
Learn more at:• podcast.neo1seo.com• www.seomoz.org
Or:• Sign up for “7 Simple Steps to Basic
Search Engine Optimization” at www.third-person.net
Search Engine Optimization
• Highly targetable
• Once completed, it works foryou 24/7/365 – absolutely free
• Sell, sell, sell
• The results are easily tracked with free web site analytics software
The Good News
Search Engine Optimization
• You must know your audience
• Can require programming skills
• Learning, testing, and monitoring SEO can be time consuming
• Search engines work on their own schedules – not yours
The Bad News
Search Engine Optimization
• If a majority of your target audience is online, begin an SEO program now
• When you create a new web site or redesign an existing site, engage in SEO
• If you have someone on staff who has basic programming skills, involve this person in SEO
• Beware of any SEO provider that promises 1st page results fast
Suggestions for Use
Paid Search Advertising
A method of placing text advertisements on web pages showing search engine query results. Ads can also be placed on other web sites publishing related content.
What is it?
Paid Search Advertising
Paid Search Advertising
• Highly targetable• Sell, sell, sell• Whether your budget is $1 or $1,000,
you only pay when you get clicks.• The results are easily tracked with search
engine analytics programs• Get on the first page of search results
today.
The Good News
Paid Search Advertising
• Don’t bother if you have a substandard a web site
• Understanding, monitoring, and adjusting a paid search campaign can be very time consuming
The Bad News
Paid Search Advertising
• When you can’t seem to get a good organic ranking, paid search allows you to have a place on the first pages of search results.
• Use unique ads, landing pages, and offers for each unique target audience.
• Test... tweak... repeat• Forget trying to get a #1 ranking. Shoot
for being 4 or 5 on page 1. You’ll pay a lot less for the same results.
Suggestions for Use
Other “Cheap” MediumsThe more traditional options:
• Public Relations• Email Marketing• Networking• Cold Calling• Simple Direct Mail• Ask for Referrals
Thank you!
Melinda A. Caughill, Vice President of Marketing & Strategy