ESpark Bootstrapped Marketing December 2016

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Transcript of ESpark Bootstrapped Marketing December 2016

Bootstrapped Marketing

#GoDo@jrconsultancy

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Introductions

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Seminar objectives

• What is marketing• Networking principles• Power of blogging and commercial lead generation• Know how to create an editorial calendar• Writing for Target Audiences and with a purpose• Key messages and CTA’s• Come up with a plan

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

What is marketing

• It isn’t selling• It is about creating a demand for the product or

service• It is about understanding the customers needs• It is about creating a relationship based on trust– Personality– Humour– Thought Leadership

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Setting Marketing Goals

• Being visible in google• Being known as a ”goto” person• Creating Trust • Build relationships

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

3 pronged attack

• Google (organic)• Offline networking– Partnerships / Associations– Attending relevant events/networking groups– Approaching target audience for research– Speaking

• Online networking– Social Media– Email Marketing

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Exercise

Write down your

•Key Business Goals•Marketing Goals

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Tried & Tested Formula

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Writing for SEO

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Exercise

• What keywords/phrases do you instinctively think you should be at the top of google for?

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Buyer Personas

• HR managers based in the South East• More Details?– Typical age range, Gender, Interests– What media do they read– how big are the companies they work for– number of employees etc– is it all sectors or focused in particular

sectors/industries?

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Exercise

• Who is your target audience?

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Blog Planning

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Blog Planning

• Plan!• Think about Target Audience• Key Messages• Types of content• How and When to share

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

How to create an Editorial Calendar?

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Editorial Calendar sounds so complex…• People think it needs to

be fancy and detailed

• Two advantages; planning and accountability

• There are lots of ways to create an editorial calendar, but let’s keep it simple

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Step 1: Make a list of key dates for the year

• Product launches• Events / trade shows• Marketing campaigns• Promotions• Holidays• Sporting events• Key milestones• This date in history• TV Programmes• National Days / Weeks• Charity Campaigns• National Competitions

• Themed months?• Patterns ( 4 blogs and 1 case study

per month

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Event Calendar Templatehttps://goo.gl/fbYUx4

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Blog Calendar Templatehttps://goo.gl/eV8U0Y

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Commercial Case Studies

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Writing for your audience

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

What problems do they have?

• What are the industry hot debates• What's in the news and in the media that they

read most often• What are you's FAQs from the customer

service/sales team? • The questions your clients are asking are likely

to be the same ones they are also typing into Google

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Creating Killer Blog TitlesUse the following tried and tested formulas•Use a number (7 Secrets to success)•Teach me (How To Do..)•Ask a question (Are you king of twitter?)•Talk to me (use you and your)•Just say no (Don’t buy this)•Use celebs/brands and popular trends (Pizza Express is the winner – Email Marketing)•Be controversial •Make an unusual association (How Lemons help your HR)

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Blog Title Exercise

• Pick a buyer persona• Pick a typical problem they might have• Write this as a question (blog title)

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Writing for purpose

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

What is the purpose?• Is it to highlight a service?• Is it to gather data?• Is it to establish thought leadership in a

particular topic/area?• Is it to add value for clients?• Is it to show personality?

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Distribution

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Places to share• Google +• Facebook Personal, Business

and Group• Twitter Personal and Work• LinkedIn Company page,

Personal Profile, Groups• Email Campaigns• YouTube• Share buttons• Guest Blogs• Related Blog/Popular posts

• Annual Reports• Mention individuals and brands• Internal comms, staff emails etc• Service/Product pages• Events / Speaking• Paid content distribution

(outbrain/onespot)• Nurture relationships with

influencers• Email Signatures

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Email Marketing

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

3rd Line / Pre Header

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

How to build your list

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

How to build you list

• Encourage people to forward your emails• Add call to actions in content (subscribe)• Collect business cards• Connect on LinkedIn• Export Connections• Reply to sales emails (adding to CRM at same

time)• Host an event/webinar – email sign up

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Social / Networking• LinkedIn – Groups, Posts, touch points• Twitter – Lists• Facebook – use your friends• Youtube – Organically let it grow• Create profiles on as many as possible• BNI, Yorkshire Mafia, Rotary, Brand Yorkshire,

Connect Gazelles, 4Networking, Entrepreneurs Club, Forward Ladies

• Identify events where you can speak

Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross

Have a plan

• Who is responsible for sharing?• Do you have a sharing checklist?• What time and what day do you want to

share?• Plan, plan and plan!

• 50% discount for chicklets on all JRC courses!

Challenge me?Does anyone want to challenge me, does anyone think this is all a load of nonsense?

It’s time to ask questions!

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Carry on the conversation with me on twitter @jrconsultancy