Productivity Tools - Marketing on a Shoestring

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Productivity, tools and time
(and little budget)
Marketing on a Shoestring
Presented by:
Trish Carey
@TrishCarey

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So much to do, so little time/resources
@TrishCarey

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What makes a successful campaign?
• Who are you trying to reach
• Be intentional
Strategy
• Drive your audience to action
• Quality content to make impactContent
• Where are you sending your
audience
• Make the experience purposeful
UX
• Review & understand
• Optimize future strategiesData
@TrishCarey

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Setting up
• The marketplace:
– Thought leaders
– Media, analysts
– Competitors
• Answer:
– Is company’s positioning clear?
– What is different about company or what is their
compelling offer?
– Does this resonate with their target audience?

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Increasingly complex
• Crowded marketplace
• Limited resources
• Proliferation communications channels
• Rethinking and redirection resouces
@TrishCarey

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The
Conversion
Prism
Brian Solis
@TrishCarey

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Resource Management
• Rethink resources
• Collaborate
• Have a leader and a team

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What can go wrong?
• Over messaging your audience. Pay attention to
frequency.
• Not messaging enough. They may forget about you.
• Too much automation. Don’t set it and forget it.
• Not being intentional about the full user experience.
• Building social/email audiences without a
communications plan.
@TrishCarey

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The tools
“As one workspace that lives across your phone, tablet
and computer, Evernote is the place where you write free
from distraction, collect information, find what you need
and present your ideas to the world.”
@TrishCarey

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Sourcing Content
• Create a
content
calendar

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Sourcing content

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Sources
• Zite
• Flipboard
• Content Gems
• Newsletters
• Social media
• etc

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Now what? What do I do with all of this?

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That’s great. How do I track it?
@TrishCarey

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Takeaways
• Start with the free version of tools
• As your needs change you can decide which paid
features are worth investing in
@TrishCarey

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Takeways
• Research & leverage free and low cost digital tools to
launch and enhance your marketing and
communications efforts
• Don’t make noise for the sake of making noise. Be
intentional.
• Use strong content to cultivate audiences.
• Data is your friend. Use it to inform your strategies
and user experience.
@TrishCarey

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• Evernote: www.evernote.com
• Zite: www.zite.com
• Flipboard www.flipboard.com
• HootSuite www.hootsite.com
• Buffer www.buffer.com
• BuzzSumo www.buzzsumo.com
• Content Gems www.contentgems.com
• TalkWalker www.talkwalker.com
• Mention www.mention.com