1. Smart Marketing
For Small Businesses

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

3. Holiday Exercise! The Customer Journey Awareness Purchase Retention
Advocacy
Consideration

4. 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?

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

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

7. 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

8. 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

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

10. 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

11. 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.

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

13. 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
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 newsletter
Apply for business awards
Network on the web
Develop a social media plan
Create a marketing plan  
Budgets

14. 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

15. Thank you
Any questions?