Guerrilla marketing 101

Whether we are launching a new app, promoting our business or thinking about our future career, we all have to be marketeers these days. From building personal brands to attracting users to your site, online marketing is increasingly important. Unfortunately most of us don't have the budget for lavish online campaigns. However, using social media, free online tools and some hard work you can attract an audience and build a community.

Transcript

1. ONLINE GUERRILLA MARKETING 101 PAUL BOAG CO-FOUNDER HEADSCAPE
2. A WORKSHOP ★ It should be a discussion ★ Questions and interaction ★ Every situation is unique ★ We should share our experiences
3. WHAT GIVES ME THE RIGHT? NOTHING
4. ABOUT ME ★ Run a web design agency called Headscape. ★ Turnover of about £1 million. ★ We spend zero on marketing/advertising. ★ BUT we do spend my time. ★ Run a popular blog & podcast. ★ Over 27,000 twitter followers. ★ Marketing bring in about 90% of our business.
5. NOW YOUR TURN ★ I have a app I run in my spare time. ★ I work full-time on a app. ★ I have an app that is in development. ★ I am more interested in promoting my personal brand than an app. ★ None of the above.
6. THE PLAN AM★ Introducing Guerrilla marketing ★ Finding your voice ★ Reaching mavens PM★ Finding your audience ★ Building a community ★ Creating your plan
7. LETS GET STARTED
8. INTRODUCING GUERRILLA MARKETING?
9. WHAT IS GUERRILLA MARKETING?
10. The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.
11. TIME AND ENERGY
12. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral.
13. GENERATE BUZZ = WORD OF MOUTH
14. WORD OF MOUTH TOOLS ★ Viral ‘gimmicks’ ★ Targeting mavens ★ Affiliate schemes ★ Content creation ★ Community building
15. WHAT ARE YOU ALREADY DOING?
16. WHY AREN’T YOU DOING MORE?
17. OVERCOMING FEAR
18. FINDING YOUR VOICE
19. BE CONFIDENT
20. BE PASSIONATE
21. BE OPINIONATED
22. BE HUMAN
23. HAVE A TONE
24. HAVE A TONE
25. TWO MESSAGES HARD SELL & SOFT SELL
26. THE HARD SELL ★ Your elevator pitch ★ Your website and promotional material
27. WHAT IS YOUR ELEVATOR PITCH?
28. BUT WHY ARE YOU DIFFERENT?
29. EXERCISE write your pitch
30. THE SOFT SELL
31. Users rarely purchase on their first visit, or visit the first time they hear about you. Repeated exposure is the key to success.
32. YOU NEED TO KEEP THEM COMING BACK
33. BUT PEOPLE DON’T SUBSCRIBE TO BE SOLD AT.
34. WHY SHOULD I FOLLOW YOU?
35. TALK ABOUT AROUND YOUR PRODUCT OR OFFERING
36. EXERCISE ★ Software for managing your personal budget ★ A task list iPhone application ★ A developer who does a lot of work on school websites
37. ARE YOU ★ A discussion starter ★ A news source ★ A 'thought leader' ★ A commenter
42. REACHING MAVENS
43. A maven (also mavin) is a trusted expert in a particular field, who seeks to pass knowledge on to others and is seen as a source of trustworthy advice.
44. WHAT DOESN’T WORK
45. I have been following your work for sometime and love what you are doing. I really believe your readers would be very interested in a new app I have just launched... THE DIRECT APPROACH
46. Hello, we are excited to announce Yet Another Pointless App. Set of revolutionize the world, this amazing new app is being introduced to the world at a special event... THE PRESS RELEASE
47. Hi Paul. I sent you an email yesterday telling you about my great new app that your readers will love. Have you had a chance to look at it yet. I am sure your readers will want to know about it straight away. PESTERING
48. Hi Paul. I have a great offer for your readers. I am willing to give them 10% off of my new web app if they use the code ‘boagworld’. Can you let them know ASAP either through a blog post or tweet. OFFERS
49. SO, WHAT DOES WORK
50. KEEP CROPPING UP
51. BE INDIRECT
52. BUILD A RELATIONSHIP
53. MAKE IT EASY
54. BRIBERY
55. LUNCH
56. FIND YOUR AUDIENCE
57. WHO IS YOUR AUDIENCE
58. WHO INFLUENCES YOUR AUDIENCE
59. WHERE IS YOUR AUDIENCE
60. FIND THE RIGHT MEDIUM
61. PARTICIPATION
62. BLOGGING
63. WRITING FOR OTHERS
64. SPEAKING
65. PODCASTING
66. VIDEO SERIES
67. FREQUENCY
68. GRABBING ATTENTION
69. DOES VIRAL WORK?
70. ALTERNATIVES
71. FRONT LOADING
72. HOMEPAGE SECTION SUB SECTION DETAILS LEVEL OF SPECIFICITY WEBSITE
74. HEADLINES
75. CASE STUDY FOTOFAKR.COM STARTUP WEBAPP THAT APPLIES FILTERS OVER PHOTOS TO MAKE PEOPLE LOOK MORE ATTRACTIVE
76. BE DIRECT “FOTOFAKR FOTOBOOKS - 20% OFF”
77. TIME SPECIFIC “20% OFF FOTOFAKR FOTOBOOKS - THIS WEEK ONLY”
78. BE INDIRECT “SAVE MONEY WHILE SAVING FACE”
79. THIS IS THE NEWS! “FOTOFAKR LAUNCHES TO WIDE DERISION BY BEAUTIFUL PEOPLE”
80. STORYTELLING “MEET JEN, WHO MET HER HUSBAND THANKS TO FOTOFAKR.COM”
81. HOW TO “HOW TO MAKE EVERY FRECKLE FADE”
82. QUESTION? “DO THE WORDS ‘PLEASE INCLUDE A PHOTO’ FILL YOU WITH DREAD?”
83. COMMANDS “PUT THE SEX BACK INTO SEXUAL HARRASSMENT - FOTOFAKR.COM YOUR SECRETARY TODAY”
84. LINKBAIT “10 WAYS TO CREATE A MAN-CATCHING PHOTO”
85. WORKS FOR LINKS TOO
86. EXERCISE Write three new headlines for one of your old blog posts.
87. SHARING
88. BUILDING COMMUNITY
89. WHY YOU NEED TO BUILD A COMMUNITY
90. MORE FORGIVING MORE SUPPORTIVE GREAT SOURCE OF FEEDBACK LOWER COST OF MARKETING THE POWER OF PERSONAL RECOMMENDATIONS
91. Something as powerful, fashionable and reliable as the Samsung R540 shouldn’t be so affordable. But it is. Designed to enhance your unique sense of style with a subtle hairline external pattern in a sophisticated Dark Brown hue, with a complimentary interior, as well as comfortably fit your on-the-go lifestyle with its ergonomic engineering and durable casing, this mobile computer is truly a great all-around value. And the casing, engineered to reduce the risk of scratches and fingerprints, ensures that it keeps its cool, smooth looks.
92. Brought one for the wife, it is absolutely superb. We checked all the laptops available and found that for value for money it had all the features we were looking for. Especially fast wifi as we run all the pc's etc in the house wireless.
93. THE ROLE OF THE PLATFORM
94. PLATFORMS COME AND GO
95. USING THE RIGHT TOOL FOR THE JOB
96. BLOGS WEB PAGES PODCASTS EMAIL BROADCAST TOOLS
97. EMAIL POLLS SURVEYS & QUESTIONNAIRES FEEDBACK TOOLS
98. RATINGS MAILING LISTS REVIEWS COMMENTS FORUMS USER GENERATED CONTENT CHAT ROOMS SOCIAL NETWORKS INTERACTIVE TOOLS
99. INTERACTIVE = ENGAGEMENT
100. BROADCAST != ENGAGEMENT
103. TIP OF THE ICEBERG
109. ENCOURAGING COMMUNITY
110. UNDERSTAND WHY PEOPLE PARTICIPATE THE DESIRE TO ASSOCIATE THE DESIRE TO IMPRESS THE DESIRE TO RECIPROCATE THE DESIRE TO EXPRESS
111. HOW TO ENCOURAGE PARTICIPATION LISTEN RESPOND REWARD PARTICIPATION MAKE IT ABOUT THEM BRIBERY
112. EXERCISE HOW COULD YOU ENCOURAGE MORE COMMENTS ON YOUR BLOG?
113. THE EARLY DAYS START SMALL SEED DISCUSSION NURTURE CONVERSATION SET BOUNDARIES AVOID MODERATION
114. CREATING YOUR PLAN
115. DO YOUR RESEARCH
116. SET ASIDE TIME
117. ESTABLISH PRIORITIES
118. EXERCISE ★ What time will I dedicate to marketing each week? ★ Who are my target audiences? ★ Where can I find my audience or how can I find that out? ★ How are you going to provide value to your audience? ★ What is my outlets for marketing and in which priority? ★ How can you ask your community to get involved?
119. QUESTIONS