Enlightening session presented by a team of three seasoned marketing professionals with over 80 years of combined marketing experience to learn more about new and traditional free or low cost marketing techniques. You’ll go back to your workplace with a list of ideas for electronic, community focused and traditional marketing tips as well as other resources.

1. Free and low cost
marketing ideas
Steve Kanter, Shoreline Hometown Credit Union
Melissa Schamburek, Investors Community Bank
Barb Fricke, Felician Village

2. “Sell the problem you solve. Not the product you make.”
~Unknown

3. Build your brand first!
• Determine your target audience.
• Establish a mission statement.
• Research similar competitors in your
industry – figure out how your brand
will differentiate you from
competition – find your niche.

4. • Develop a brand style guide - create your
logo, tagline, fonts, brand colors, etc.
• Create a consistent brand experience
across all marketing channels including:
web site, social media, email marketing,
signage and print.
• Give your brand time to work and
be recognized – 2-3 years usually.
Build your brand first!

5. Build community support
• Sponsor public events in community –
many sponsorships are under $100 –
promote sponsorship on social media.
• Join civic organizations such as Rotary,
Kiwanis, Lions, Jaycees, etc. and
PARTICIPATE in their charitable
events – promote on your social media
channel.

6. Build community support
• Connect with charitable boards to
increase awareness of your company
and build your reputation as a
socially conscious organization.
• Attend local networking events.
• Join “The Chamber” and other
business organizations.

7. Leverage award recognition
• Proves your credibility to your customers.
• Improves brand awareness.
• Validates your employees and their work.
• Helps you attract top talent.
• Add it to your social media account.
• Boost your thought leadership and
speaking engagements.

8. Social Media Opportunities
 Determine your target market
 Do you have a secondary target market?
 What do you have time to do?
 Consistency is key

9. Social Media Platforms
 Facebook
 Twitter
 Instagram
– Have that “thing” that everyone wants
a picture of!
 Pinterest
 You Tube
 Google Posts
 LinkedIn (Business to Business)
– LinkedIn video insights

10. First things First: Facebook
Statistics
 71% of American adults use Facebook
–38% use Instagram, 23% use Twitter
Demographic Usage
Men 63%
Women 75%
Age 12-17 40.5%
Age 18-24 76%
Age 25-29 84%
Age 30-49 79%
Age 50-64 68%
Age 65+ 46%

11. Facebook Stats for Business
 90 million small businesses are on FB
(pages/groups)
 Only 25% of those utilize paid FB
advertising
 Organic reach is just 5.5%
 49% of users like a Facebook page to
support favorite brands
 40% don’t like ANY brand pages – use paid
ads to reach them

12. Facebook Tips
 Experiment with different times/days
– Wednesday – Friday, Sunday
– 9 a.m., 1 p.m., 3 p.m.
– Don’t schedule ON the hour
 Don’t be afraid to be outside of the box
 Tell stories
 Use video
 Show people (with consent)
 Try contests
 Link back to your website when possible

15. Paid Facebook Ads/Boosted Posts
 Low-cost
 Can target with paid ads
 Boost posts that do well organically
 Boosting vs. ad placement

16. Boosting vs. Ad Manager/Sponsored Post…Why?
 Boosted – simpler and less intimidating for novices
 Boosting – great to get in front of people who are already your fans,
and THEIR networks
 Sponsored – more creative control, different call to action buttons,
different objectives (likes, video views, traffic, lead generation)
 Sponsored – more specific targeting options

17. Boosting vs. Ad Manager

18. Boosting vs. Ad Manager
Facebook.com/adsmanager

19. Boosting vs. Ad Manager/Sponsored Post Results
Impressions Amount Spent 25% 50% 75% 95% 100% Cost per play

20. Paid Facebook Ads/Boosted Posts
2,494 Organic Reach
7,182 Paid Reach
Engagement Rate = 14.64%

21.  Pay attention to your competitors
 How will you solve your target customer’s problem?
 Track what you have done and when
– Marketing project checklist
 Track what has been effective
Traditional marketing ideas still work

22. Traditional marketing ideas still work
 Radio
– Guest on radio talk show
– Host your own show
– Radio ads or sponsor special promotions
 Press releases
– Newspapers
– Trade journals and other specialty publications
– Radio
– Milestone events – anniversaries, employee of month, etc.

23. Traditional marketing ideas still work
 Business cards
– Always carry and use
– Make yours stand out
– Business card drawing
 Elevator pitch
– 30 seconds of who you are/what you do
 Host an event or class at your site
 Volunteer your company to host someone else’s event

24. Traditional marketing ideas still work
 Graphics or magnet on your vehicle
 Referrals
– Ask
– Give
– Follow-up
 Logo items – pens, notepads,
letter openers, etc.

25. Traditional marketing ideas still work
 Brochures & flyers – print in color
 Write an article or letter to editor
 Contests
 Website
– Keep updated – links current
– Use photos of customers & employees –
not too text heavy
– Blog
– Guest blog
– Make sure home page has contact info

26. Traditional marketing ideas still work
 Collect email addresses
 Mail
– Birthday cards
– Coupons
– Reminders
 Newsletters – electronic or hard copy
 Direct mail
– Include a coupon – create urgency
– Direct them to your web site

27. Traditional marketing ideas still work
 Open House
 Offer a guarantee or warranty
 Free samples
 Window/sidewalk signs
 Billboards – cost per view is low

28. Not a Designer?
 Local resources
 Fiverr.com
 Upwork.com
 Freelancer.com
 Guru.com
 Toptal.com
 Many others

29. Fivrr Example
Turned this photo…

30. Fivrr Example
 Into this cartoon…

31. Fivrr Example
 And these stickers…
 For only $40!

32. Questions??