ESpark Bootstrapped Marketing December 2016

Bootstrapped Marketing

#GoDo@jrconsultancy

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

Introductions


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


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


Setting Marketing Goals

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


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


Exercise

Write down your

•Key Business Goals•Marketing Goals


Tried & Tested Formula


Writing for SEO


Exercise

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


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?


Exercise

• Who is your target audience?


Blog Planning


Blog Planning

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


How to create an Editorial Calendar?


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


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


Event Calendar Templatehttps://goo.gl/fbYUx4


Blog Calendar Templatehttps://goo.gl/eV8U0Y


Commercial Case Studies


Writing for your audience


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


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)


Blog Title Exercise

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


Writing for purpose


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?


Distribution


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


Email Marketing


3rd Line / Pre Header


How to build your list


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


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


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!

For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com

Carry on the conversation with me on twitter @jrconsultancy

http://feedburner.google.com/fb/a/mailverify?uri=JonnyRossConsultancy

http://twitter.com/jrconsultancy

ESpark Bootstrapped Marketing December 2016

Social Media

Transcript of ESpark Bootstrapped Marketing December 2016