25 Smart Marketing Things You Can Do for Under $500
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24 smart marketing things you can do
for under $500
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1. You’re here
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2. 2. Go to
http://www.examiner.com/advertising-in-richmond/bruce-goldman
for useful information
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3. Measure your potential audience – for free
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3. Measure your potential audience – for free
First, define it
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Example: tire store
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Example: tire store
Average tire life: 40,000 miles
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Example: tire store
Average tire life: 40,000 milesAverage driving: 12,000-15,000 miles/year
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Example: tire store
Average tire life: 40,000 milesAverage driving: 12,000-15,000 miles/yearSweet spot: Owners of 3-4-year-old cars
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Example: tire store
List from DMV
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Example: tire store
List from DMVNumbers within X miles of your location (free) and list (a few hundred dollars) from mailing list broker
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Example: child day care
Target: Single-parent and two-paycheck families with children 3-4 years old within X miles of your location
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Example: child day care
Target: Single-parent and two-paycheck families with children 3-4 years old within X miles of your location
Numbers free from InfoUSA.com or Database101.com databasesLists from $85/thousand names.
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1. infousa.com or database101.com2. Follow the prompts (consumer or
B2B) and select your criteria3. Get your results4. Go back and explore alternatives5. Save the results if you’d like
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Example: bridal store
Target: Brides to be
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Example: bridal store
Target: Brides to be
Numbers from county license bureau
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Example: bridal store
Target: Brides to be
Numbers from county license bureau
Swap lists with china/silverware registries, photographers, caterers, etc.
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4. Before you spend a penny on
advertising, calculate your break- even point
Cost of ad ÷ (Avg. profit/sale
x Conversion rate) = # Responses
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4. Before you spend a penny on
advertising, calculate your break- even point
$1,000 ad cost ÷ ($5 Avg. profit x 0.4
Conversion) = 500 Responses
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5. Put measurable response
mechanisms into every single piece of marketing
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5. Put measurable
response mechanisms into every single piece of marketing
Coupon code
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5. Put measurable response
mechanisms into every single piece of marketing
Coupon CodeLanding Page
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5. Put measurable response
mechanisms into every single piece of marketing
Coupon CodeLanding PageOffer
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5. Put measurable response
mechanisms into every single piece of marketing
Coupon CodeLanding PageOfferE-mail link
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5. Put measurable response
mechanisms into every single piece of marketing
Coupon CodeLanding PageOfferE-mail linkPhone number (or extension)
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5. Put measurable response
mechanisms into every single piece of marketing
Coupon CodeLanding PageOfferE-mail linkPhone number (or extension)Website URL
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6. Track results with this precise, sophisticated
measuring device
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6. Track results with this precise, sophisticated
measuring device
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6. Track results with this precise, sophisticated
measuring device
Record and track the resultsCorrelate with your ad scheduleRepeat what works
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7. Use your website statistics (Free)
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7. Use your website statistics (Free)
Daily traffic vs. marketing
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7. Use your website statistics (Free)
Daily traffic vs. marketingWhere visitors come from
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7. Use your website statistics (Free)
Daily traffic vs. marketingWhere visitors come fromWhere they go onsite
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7. Use your website statistics (Free)
Daily traffic vs. marketingWhere visitors come fromWhere they go onsiteHow long they stay
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8. Satisfied customers
are the best new customers
Incenting them for repeat business is cheap
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8. Satisfied customers
are the best new customers
Incenting them for repeat business is cheap
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8. Satisfied customers
are the best new customers
Registering them captures contact info and e-mail addresses
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8. Satisfied customers
are the best new customers
Rewarding successful referrals is a win-win
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8. Satisfied customers
are the best new customers
Use free online surveys to build satisfaction, solicit repeat business and referrals
SurveyMonkey.comConstant Contact
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8. Satisfied customers
are the best new customers
Use free online surveys to build satisfaction, solicit repeat business and referralsInclude open-ended questions for future testimonial use
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9. Zag when the competition zigs
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Competitor Apparent Audience
Promise Slogan (if any)
You
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Competitor Apparent Audience
Promise Slogan (if any)
Tire Store A Car owners who need tires
4 tires for price of 3
Tire Store B Car owners who need tires
25% off
Tire Store C Car owners who need tires
Limited-time sale
You Soccer, etc., moms
Lets us help you protect your kids with a free safety inspection and safe, new tires.
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10. Don’t snail-mail when you can e-mail
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10. Don’t snail-mail when you can e-mail
E-mailing lists are more expensive
and you pay for each use, BUT:
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10. Don’t snail-mail when you can e-mail
E-mailing lists are more expensive
and you pay for each use,BUT:
You save thousands on printing and postage
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10. Don’t snail-mail when you can e-mail
E-mailing lists are more expensive
and you pay for each use,BUT:
You save thousands on printing and postageDelivery is instant
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10. Don’t snail-mail when you can e-mail
E-mailing lists are more expensive, BUT
You save thousands on printing and postageDelivery is instant
You get same-day bounce notices and next-day
analytics
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10. Don’t snail-mail when you can e-mail
Give subject lines lots of attention
(for motivation and spam filters)
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10. Don’t snail-mail when you can e-mail
Give subject lines lots of attention
(for motivation and spam filters)
Always include opt-out
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10. Don’t snail-mail when you can e-mail
Don’t make your logo the headline
It’s about what you sell, not you
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11. Use free media
Online DirectoriesMerchantServices.com
Google PlacesCraigslist
YelpGroupon*
etc.
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11. Use free media
Network (get contact info and follow
up)
Online social network media
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11. Use free media
Public RelationsRetail business news to
T-DTimely, practical advice
articles to neighborhood papers
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12. Think like a customer
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Whatyouhave
Whattheywant
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13. Don’t bury your message
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13. Don’t bury your message
48.2% of website visitorsbounce out after 1st page
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14. Design content for how people actually read it
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14. Design content for how people actually read it
Not sequentially, like books, but skipping around
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14. Design content for how people actually read it
Not sequentially, like books, but skipping around
So telegraph important information with headlines
and subheads
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15. Unexpected visuals capture attention and increase persuasion
Stock photos, $0 to $30 each
Imagination and Photoshop work,
priceless
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16. White space increases readership
In digital as well as print media
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17. Persuasion beats description
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17. Persuasion beats description
Benefits beat features
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18. One strong specific is worth
a thousand generalities
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18. One strong specific is worth
a thousand generalities
What do you do that youdon’t have to do?
That your competitors don’t?
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19. Use your domain to make your business look professional
Domains come with free e-mail accounts
Addresses take about 2 minutes to set up
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19. Use your domain to make your business look professional
Which looks more professional?
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19. Use your domain to make your business look professional
Which looks more professional?
Gftg8000 @aol.com
Orders @GreatFoodToGo.net
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20. The highest sponsored link
ranking doesn’t get you
the most hits
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20. The highest sponsored link
ranking doesn’t get you
the most hits Rankings 4-7 get more hits than rankings 1-3
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20. The highest sponsored link
ranking doesn’t get you
the most hits Rankings 4-7 get more hits than rankings 1-3
and cost you less
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21. Include Googlemaps in your website
FreeShows people how to find you
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22. Blog and update often
(Even if no one reads it, the Google algorithm knows it’s
there)
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23. Make it easy for people to respond
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23. Make it easy for people to respond
The easier to respond, the higher the response rate – and vice versa
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23. Make it easy for people to respond
Make the response mechanism a visible part of your interface
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24. $100 worth of professional
marketing input – free
804.767.7180Bgoldman
@BrightOrangeAdv.com
For complimentary one-hour consultation
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