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Marketing On A Shoestring – Using silly marketing & good design to punch above your weight

Domain Registrar – Hosting Provider

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Michele Neylon Founder / CEO Blacknight Contact: http://mneylon.tel @mneylon http://michele.me/blog http://b.log.ie

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Overview Online - obvious Offline / traditional – it’s still important

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Ireland is small The world is big

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Punch above your weight! Small energetic company can have a

BIG impact

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Have FUN

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Good Marketing => Sales => Money Bad Marketing => Failure Big budget != success Clever marketing + small budget =

success??

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Work hard SEO SEM Social Media Virals (the “Holy Grail”) Email marketing Blogging Customers as advocates

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Patience & Perseverance = key Repeat and repeat again Permission => success Spam => failure Did I say “repeat”?

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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

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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

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Design / Branding It pays off Cheap looks nasty First impressions last Consistency – quality - style

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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

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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 ..

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Tools? Desktop – Tweetdeck, Ipad – Tweetdeck, twitter, oosfora Browser – hootsuite, BufferApp,

Crowdbooster Mobile – Facebook, hootsuite, tweetdeck

and hundreds more Monitoring tools – lots out there

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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

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Questions? Complaints? Photo credits: IStockPhoto http://www.flickr.com/photos/forbairt

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