Marketing Tips to Grow Your Business (without the big bucks) Arina Winkelman Web Design Web Design, WordPress, Shopify www.arinawinkelman.ca 902-685-2978

Marketing Ideas - Rating (time & money) Today, talk about Marketing - what are you selling to who? Marketing - Promotional - Tactics/Ideas Traditional and Digital & Web Marketing Social Media Tips Marketing Ideas - Rating (time & money) easy to do more effort sustained effort

What are You Selling - to Who? Who are Your Customers? detailed profile of your typical customer: interests, demographics, purchasing habits What are You Selling? Features versus Benefits Are you selling a product with certain features? But customer is buying benefits (driven by emotion) Grocery Store sells (just) food? convenience - hot cooked chicken comfort - tub of premium ice cream quiet - sugary cereal to quiet the cranky youngster

Traditional Marketing Radio QCCR 99.3 FM Radio check out their display today Print Media Canada Post: Direct Mail 16¢ - 46¢; Snap Admail™ Why? Mail volume down - Low competition Search out local print media DVL Publishing: check out their display today North Queens ‘Good News’ - quarterly community paper

Traditional Marketing … Publicity run a contest (be creative) sponsor, or host, an event Referrals ask current customers if they know someone who could use your service thank customers who send a referral offer incentives for referrals: (one referral, get a free consultation)

Traditional Marketing … Business Development companies with complementary products & shared customer base develop a win-win business relationship joint advertising, newsletter cross-promotion organize a themed event (eg: Happy Dog Day)

Digital / Web Marketing Email Marketing (highly effective) sponsor, or place ad, in another business’s enewsletter create your email newsletter Blog contact local blog (publicity, mention, be a resource) guest post on another blog start your own online content = “evergreen content”

Digital / Web Marketing … Video Marketing YouTube channel eg: product promotion Facebook Video Deep Blue Media (check out their display today)

Digital / Web Marketing … Online Display Ad Online display ad: local news, business, industry website(s) Online Directories Region of Queens Business Directory (with pictures) Google My Business / Google Places Listing (Control how you appear on Google Search and Google Maps) https://www.google.com/business/

Digital / Web Marketing … Social Media Posts/tweets: Helpful, share, entertain, for audience building Paid ads: low cost, highly targeted ads Facebook Pages: business to consumer LinkedIn (profile & company pages): business / professional Twitter: newsy, time sensitive Facebook Groups, LinkedIn Groups: join discussions

Digital / Web Marketing … Social Media … Chose to be where your customers are ( a handful ) Get organized. Have a social media calendar Be ‘strategic’. Create & share posts your customers care about Messaging: “4-1-1” e.g. 4 light, 1 soft sell, 1 hard sell Use online tools to help create, schedule, and analyze results (do ‘likes’ lead to sales?) FB Insights, Buffer, Hootsuite, Pablo, Canva, IFTTT

Digital / Web Marketing … Finding Ideas for Posts, Blog, Newsletters Questions/comments from customers (helpful) Industry news and information sources (share or create new) Competitors & others (newsletters, social media) Eg: Selling Shoes: helpful: how to remove salt from leather boots entertaining: who invented ‘penny loafers’, share archival photos showing footwear, fashion news/trends on shoe styles photos of customers (or you) wearing their new shoes

Marketing Research Research / Collect Information for: Marketing tactics: eg: Radio, social media, online display ads Messaging: eg: photos/graphics, text, CTA (call to action) Where to look? what are competitors and other businesses doing ask / listen to customers : what they read, watch, notice, like what works on you (personally) Generate list of viable tactics and ideas. Choose from list. Do, Evaluate, Adjust, Do Again = Success

Questions? Arina Winkelman Web Design Web Design, WordPress, Shopify www.arinawinkelman.ca 902-685-2978