Small Business Marketing on a Budget

GOLD SPONSORS SILVER SPONSORPLATINUM SPONSORS

Small Business Marketing on a Budget Using Web 2.0 Tools

By Kate Carruthers

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Thank you to the following sponsors:

Sep 2008

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Who Am I?

Marketer, technologist, small business owner, and

renaissance womanhttp://www.digbiz.com.au

Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

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What can your business do online?


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Build Your Brand & Communications

Build Your Business

Direct Marketing

Manage Your Customers

Public Relations & Event Management

Research the Market


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What should your business do online?


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Traditional Marketing Mix


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Summary of Marketing Mix Decisions

Product Price Place Promotion

FunctionalityAppearanceQualityPackagingBrandWarrantyService/Support

List priceDiscountsAllowancesFinancingLeasing options

Channel membersChannel motivationMarket coverageLocationsLogisticsService levels

AdvertisingPersonal sellingPublic relationsMessageMediaBudget


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New Model


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New Model

Who, where, when?

Channels, type, distribution?

Who, why, how?

Budget, skills, support?


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Big Questions for Online

How will people know about my website?

Does a website help my customers?

What kind of website do I need?

How do I measure success?

Why is having an online strategy important?


12Sep 2008 © 2008 Kate Carruthers, Digital Business Group

Pty Ltd

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Online is not Just a Website

Blogs

Social networks

Social media

User generated content

Search Engine Marketing

Search Engine Optimisation


14Sep 2008 © 2008 Kate Carruthers, Digital Business Group Pty Ltd

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What is changing & why should I care?


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Speed of Change


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Changes in consumption

Hitwise, Social networks overtake webmail, November 06, 2007http://weblogs.hitwise.com/robin-goad/2007/11/social_networks_overtake_webma.html


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Facebook overtakes MySpace in Share of UK Internet Searches, Hitwise Intelligence, Heather Hopkins, UK, July 17, 2007http://weblogs.hitwise.com/heather-hopkins/2007/07/facebook_overtakes_myspace_in.html

Changes in consumption


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Engagement Marketing

“Advertising is when you say you are good date.

Public relations is when your mom says you are a good date.

Engagement marketing is when your date says you are a

good date.”Source: http://www.YourStorys.com founder and president Larry Lawfer


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Are there some low cost options for me?


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Build Your Brand & Communications

Build Your Business

Direct Marketing

Manage Your Customers

Public Relations & Event Management

Research the Market


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Some Low Cost Tools1. Blogger or Wordpress

2. Windows Live or Google Applications

3. WikiSpaces

4. Eventbrite

5. Google Alerts

6. PayPal

7. Twitter

8. Facebook

9. Customer Relationship Management

10. Direct mail & eDM


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Other Considerations

Search Engines – local search

Online advertising

Viral or word of mouth marketing

Linking online to offline marketing


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More Info?

Check out: http://www.digbiz.com.au

Slides available at: http://slideshare.net/carruthk


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Thank You


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Web Links for Tools1. http://www.blogger.com/ or http://wordpress.com/

2. http://home.live.com/ or http://www.google.com/apps/

3. http://www.wikispaces.com/

4. http://www.eventbrite.com/

5. http://www.google.com/alerts

6. http://www.paypal.com.au/au

7. http://twitter.com/home

8. http://www.new.facebook.com/home.php

9. http://www.sugarcrm.com/crm/

10. http://www.mailchimp.com/


Technology

Small Business Marketing on a Budget