marketing talk - nuig february 2012
DESCRIPTION
Slides from talk given at National University of Ireland February 7th 2012.Main emphasis was on marketing on a low budgetTRANSCRIPT
BLACKNIGHT
Marketing On A Shoestring – Using silly marketing & good design to punch above your weight
Domain Registrar – Hosting Provider
BLACKNIGHT
Michele Neylon Founder / CEO Blacknight Contact: http://mneylon.tel @mneylon http://michele.me/blog http://b.log.ie
BLACKNIGHT
Overview Online - obvious Offline / traditional – it’s still important
BLACKNIGHT
Ireland is small The world is big
BLACKNIGHT
BLACKNIGHT
Punch above your weight! Small energetic company can have a
BIG impact
BLACKNIGHT
BLACKNIGHT
Have FUN
BLACKNIGHT
BLACKNIGHT
BLACKNIGHT
BLACKNIGHT
BLACKNIGHT
Good Marketing => Sales => Money Bad Marketing => Failure Big budget != success Clever marketing + small budget =
success??
BLACKNIGHT
BLACKNIGHT
Work hard SEO SEM Social Media Virals (the “Holy Grail”) Email marketing Blogging Customers as advocates
BLACKNIGHT
Patience & Perseverance = key Repeat and repeat again Permission => success Spam => failure Did I say “repeat”?
BLACKNIGHT
BLACKNIGHT
Where is your audience? Do they read blogs? Which ones? Do they read magazines? Newspapers? Is there a community? Are you part of it? Do they use social media? What do they need? Why? What do they care about? Go to your audience – they won’t come
to you
BLACKNIGHT
Simple Things You Can Do Setup an email signature with links Signature on forums etc., (NB: don’t
spam) Business card – with links Contribute via mailing lists, forums,
social media etc
BLACKNIGHT
BLACKNIGHT
BLACKNIGHT
BLACKNIGHT
Design / Branding It pays off Cheap looks nasty First impressions last Consistency – quality - style
BLACKNIGHT
BLACKNIGHT
Media Buying (online + off) Publisher needs the sale You want the advertising – you don’t
need it Rate cards are works of fiction ABC figures are meaningless (mostly) Learn to say “no” If they won’t sell at your price then walk
away
BLACKNIGHT
BLACKNIGHT
Social Media - Possible Business Threats Drunk tweeting / Posting from the wrong
account.. Sharing inappropriate content (local Irish
politicians keep doing this!) Checking in on Foursquare / Facebook
etc., from secret meetings Oversharing info Privacy controls still “not there” Solution? Education and thought ..
BLACKNIGHT
Tools? Desktop – Tweetdeck, Ipad – Tweetdeck, twitter, oosfora Browser – hootsuite, BufferApp,
Crowdbooster Mobile – Facebook, hootsuite, tweetdeck
and hundreds more Monitoring tools – lots out there
BLACKNIGHT
People To Read Problogger – lots of good stuff Seomoz – everything SEO related Seth Godin Gary Vee Jay Conrad Levinson TheNextWeb, Mashable – find out what’s
going on
BLACKNIGHT
BLACKNIGHT
Questions? Complaints? Photo credits: IStockPhoto http://www.flickr.com/photos/forbairt
/