Transcript Arina Winkelman, Web Design - South Queens Chamber of

Marketing Tips
to Grow Your Business
(without the big bucks)
Arina Winkelman Web Design
Web Design, WordPress, Shopify
www.arinawinkelman.ca
902-685-2978
Today, talk about
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Marketing - what are you selling to who?
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Marketing - Promotional - Tactics/Ideas
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Traditional and Digital & Web Marketing
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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?
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detailed profile of your typical customer:
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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?
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convenience - hot cooked chicken
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comfort - tub of premium ice cream
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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™
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Why? Mail volume down - Low competition
• Search out local print media
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DVL Publishing: check out their display today
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North Queens ‘Good News’ - quarterly community paper
Traditional Marketing …
Publicity
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run a contest (be creative)
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sponsor, or host, an event
Referrals
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ask current customers if they know someone who could use your
service
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thank customers who send a referral
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offer incentives for referrals: (one referral, get a free consultation)
Traditional Marketing …
Business Development
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companies with complementary products &
shared customer base
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develop a win-win business relationship
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joint advertising, newsletter cross-promotion
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organize a themed event (eg: Happy Dog Day)
Digital / Web Marketing
Email Marketing (highly effective)
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sponsor, or place ad, in another business’s enewsletter
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create your email newsletter
Blog
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contact local blog (publicity, mention, be a resource)
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guest post on another blog
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start your own
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online content = “evergreen content”
Digital / Web Marketing …
Video Marketing
• YouTube channel
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eg: product promotion
• Facebook Video
• Deep Blue Media (check out their display today)
Digital / Web Marketing …
Online Display Ad
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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
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Posts/tweets: Helpful, share, entertain, for audience building
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Paid ads: low cost, highly targeted ads
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Facebook Pages: business to consumer
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LinkedIn (profile & company pages): business /
professional
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Twitter: newsy, time sensitive
Facebook Groups, LinkedIn Groups: join discussions
Digital / Web Marketing …
Social Media …
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Chose to be where your customers are ( a handful )
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Get organized. Have a social media calendar
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Be ‘strategic’. Create & share posts your customers care about
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Messaging: “4-1-1” e.g. 4 light, 1 soft sell, 1 hard sell
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Use online tools to help create, schedule, and analyze results
(do ‘likes’ lead to sales?)
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FB Insights, Buffer, Hootsuite, Pablo, Canva, IFTTT
Digital / Web Marketing …
Finding Ideas for Posts, Blog, Newsletters
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Questions/comments from customers (helpful)
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Industry news and information sources (share or create new)
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Competitors & others (newsletters, social media)
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Eg: Selling Shoes:
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helpful: how to remove salt from leather boots
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entertaining: who invented ‘penny loafers’, share archival photos
showing footwear, fashion news/trends on shoe styles
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photos of customers (or you) wearing their new shoes
Marketing Research
Research / Collect Information for:
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Marketing tactics: eg: Radio, social media, online display ads
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Messaging: eg: photos/graphics, text, CTA (call to action)
Where to look?
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what are competitors and other businesses doing
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ask / listen to customers : what they read, watch, notice, like
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what works on you (personally)
Generate list of viable tactics and ideas. Choose from list.
Do, Evaluate, Adjust, Do Again = Success
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Questions?
Arina Winkelman Web Design
Web Design, WordPress, Shopify
www.arinawinkelman.ca
902-685-2978