Published on November 18, 2008
Simple steps to be taken to grow your business online, at low cost. The dos and don’ts during a recession … …or…
Don’t just sit there… …do it
The web Marketing in a recession Free stuff
What’s so great about the web? www.pleasewalkonthegrass.com
A lot of links A helluva lot of links Quick Cheap www.pleasewalkonthegrass.com
A lot of links
A helluva lot of links
Give it away free… www.pleasewalkonthegrass.com
The power of weak ties Small tight networks Strong connections v Extensive open networks Weak connections Scott, John. 1991. Social Network Analysis. London: Sage. See also Wikipedia entry on ‘Social Networks’ Photo from Woodsy, Stock.Xchge http://www.sxc.hu/photo/745155 www.pleasewalkonthegrass.com
Small tight networks
Extensive open networks
Old web New web Static One way Specialised skills Advertising Impact Spend Bull**** Dynamic Two way Everyone does it Teaching Involvement Friend Truth
Everyone does it
You have to be in there … to know how it works Photo from Ight at www.flickr.com www.pleasewalkonthegrass.com A fundamental truth of new media…
Live the life of your customer Photo from J0mammma at www.flickr.com
Not: “ how can I make you buy?” But: “ how can we achieve this together?” Jedi salesman www.pleasewalkonthegrass.com
It’s not rocket-science Photo from Quadrophonic Wingnut at www.flickr.com … you don’t just get one shot
35lbs of clay http://www.lifeclever.com/what-50-pounds-of-clay-can-teach-you-about-design/ Photo from Samyra Serin at www.flickr.com You’re allowed to fail… … in fact it’s quite a good idea www.pleasewalkonthegrass.com
Marketing in a recession Photo from Bilbao58 at www.flickr.com
“ In a recession, dare to invest aggressively in marketing, innovation and customer quality”, is the clear message to be drawn from PIMS (Profit Impact of Market Strategy) What strategic investments should you make during a recession to gain competitive advantage in the recovery? Roberts K. Strategy and Leadership , Volume 31, Number 4, 2003 , pp. 31-39(9)
Invest in … Using… Promotion Marketing Branding Product development Customers www.pleasewalkonthegrass.com Picture from Saavem at http://www.sxc.hu/photo/1086908
Old web New web Static One way Specialised skills Advertising Impact Spend Bull**** Dynamic Two way Everyone does it Teaching Involvement Friend Truth marketing marketing Adapted from Neo-marketing v old-school marketing, Kathy Sierra http:// headrush.typepad.com /creating _passionate_users/
Everyone does it
Big business is no longer in charge Participation Collaboration & sharing Co-production Richer/faster Weightless www.pleasewalkonthegrass.com http://www.marketingpilgrim.com/2008/11/motrin-faces-twitter-headache-over-new-video-campaign.html
Collaboration & sharing
It all adds up Value of networks + Investing in customers (especially in a recession) + Lots of free stuff = SME opportunity
Value of networks
Investing in customers (especially in a recession)
Lots of free stuff
What you can do now… Start a blog Get a simple website Start networking – Facebook, Bebo, MySpace, LinkedIn etc Refer to all these offline Connect them all Promote yourself – Squidoo, twitter, slideshare, etc Read, Listen, Learn Virtually Free
Start a blog
Get a simple website
Start networking – Facebook, Bebo, MySpace, LinkedIn etc
Refer to all these offline
Connect them all
Promote yourself – Squidoo, twitter, slideshare, etc
Read, Listen, Learn
Keeping on the right track… Photo from Bilbao58 at www.flickr.com (Simple principles …and possibly the next book! ) Photo from lusi at http://www.sxc.hu/photo/1101337
insight what customers really want because you live with them (online) you talk to them and listen to them www.pleasewalkonthegrass.com
purpose because you know why you’re in business + therefore what you can do for those customers (that no-one else can) www.pleasewalkonthegrass.com
truth The truth is out there (whether you like it or not) so tell it + Your own, unique, compelling truth (integrated and consistent) www.pleasewalkonthegrass.com
beauty Looking good isn’t optional + The best products and services just work better www.pleasewalkonthegrass.com
Thank you [email_address]
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