1. Marketing Tips to Grow Your Business (without the big bucks)
Arina Winkelman Web Design
Web Design, WordPress, Shopify

2. 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

3. 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

4. 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

5. 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)

6. 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)

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

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

9. 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)

11. 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

12. 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

13. 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

14. 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

15. Questions? Arina Winkelman Web Design Web Design, WordPress, Shopify