Smart Marketing For Small Businesses

Agenda 1 2 3 4 5 6 Targeting Channels Messages Changing Social Media GDPR Budgets 2 3 4 5 6

Holiday Exercise! The Customer Journey Awareness Purchase Retention Advocacy Consideration

Targeting 1 What is the role of marketing? Find and attract the best customers Retain the best customers Help them spend more Who are your best customers? Use your own experience What have your best customers got in common 80:20 rule Avatar What does your ideal customer look like? Where do they hang out? What is important for them?

Channels 2 Or opportunities to connect Social Ads Newsletter PPC Community Forum Reviews Social Networks Email Blog Online Ads Media Website Blog Awareness Purchase Retention Advocacy Consideration Direct Mail, Email Word of Mouth Store FAQ Knowledge Base Promotions PR Radio, TV, Print Ecommerce

Messages 3 Where are they on their journey? Social Ads Newsletter PPC Community Forum Reviews Social Networks Email Blog Online Ads Media Website Blog Awareness Purchase Retention Advocacy Consideration Direct Mail, Email Word of Mouth Store FAQ Knowledge Base Promotions PR Radio, TV, Print Ecommerce

Messages 3 WIIFM? Why What How Why = The Purpose How = The Process What is your cause? What do you believe? Apple: We believe in challenging the status quo and doing things differently What How How = The Process What you do to make the why happen. How you are different Apple: Our products are beautifully designed and easy to use Why What = The Result What do you do? Apple: We make computers

88% Changing Social Media 4 More likely to trust peer reviews 2017 – Video is vital 2018 – Yeah, but only if it’s engaging (and posted via FB) Groups given more prominence. Business Groups

Changing Social Media 4 Discoverable Drives traffic Exclusivity and Sneak Peaks Personalised Visible for 24 hrs, but saveable Hideable Changing Social Media

4 Changing Social Media Pinterest – can be a major way to push people to your website Twitter – still important so share tidbits and tips. 240 characters LinkedIn – moving from a recruitment platform to a genuine community for B2B  

Data Permission Data Focus Data Access GDPR 5 Data Permission Consent needs to be ‘freely given, specific, informed, and unambiguous’, which is reinforced by a ‘clear affirmative action’ Data Permission Data Focus Data Access Data Access The ‘right to be forgotten’ Unsubscribe link Data Focus Only ask for information that you need.

Audit lists Delete Review process Change Update privacy GDPR 5 What to do now Audit lists Delete Review process Change Update privacy

Budgets No money 6 Ask for referrals Have a customer loyalty programme Ask for reviews Learn how to tell prospective clients what you do Physically go where your ideal clients are Use your logo on all documents, including email Create a blog Visit and comment on other relevant blogs Create videos Become a radio guest Send out promotions with your invoices Learn to write a killer sales letter Create a powerful sales presentation Create an email newsletter Apply for business awards Network on the web Develop a social media plan Create a marketing plan   Budgets

Budgets Some money 6 Stuff from the other list Create a website Give free workshops or classes Go to events, have a stand, or sponsor one Social media advertising Google Ads – short tail vs long tail Network face to face Advertise on your vehicle Contents and giveaways Develop business partnerships Budgets

Thank you Any questions?