If you offer any kind of service to customers, running workshops are a great way of marketing yourself and your business. They inform and advise and can act as a great way of speaking directly to your target customer audience. Also, as will become apparent here, they are not a one-off event in terms of marketing, they actually offer a lot more.
At Appletree we recently held a ½ day marketing workshop for small, service-based companies. As well as it being a great opportunity to give marketing advice and tips to the businesses, it was also a great way to use a number of different marketing activities, at little or no cost.
On the surface, it was an activity that happened during a few hours, with a captive audience who listened and participated in a lively workshop. Dig deeper however, and it becomes clear how many marketing activities were involved in the workshop, before, during and after the event.
Let me take you back a few weeks. Once the venue and timings of the workshop had been confirmed, an online booking system was created. An email promoting the event was then sent out to a database of small businesses. This database was known to be ‘clean’ and up to date, an absolute must when dealing with contact databases. Details of the event were added to our website. This is great for SEO, which looks for regular updates on sites in order to rank them. We then sent details of the event to another mailing list, via our monthly newsletter, which is linked to our website. Again, this encouragement to visit our website is a great way to share more of our services to those contacts, and to improve SEO.
A reminder email was sent to all contacts a week before the event, and some follow up telephone calls made to outline the benefits of attending the workshop.
The desired number of delegates was reached before the day, and an email was sent to each asking if they had any specific objectives they were hoping to meet as a result of the workshop. This was the start of relationship building with our key audience.
During the day we met some really interesting people, all of whom were small business owners and all wanting to learn how to use marketing successfully to help grow their businesses. Feedback from the day was asked from each delegate, along with a personal thank you to each for attending. It’s this long-term relationship building that creates the most long-lasting business opportunities.
All in all, around 6 different channels of marketing were used, just for a workshop that lasted a few hours. It led to lots of ticks on our marketing activity plan!
So if you’re considering running a workshop but don’t think you have the time, consider it as a huge opportunity to cost effectively market yourself and your business.
Filed under: Databases, Marketing, Measurement, Newsletters, Presentations, Sales, SEO, Speaking, Strategy, Websites, Workshops | Tagged: delegates, key audience, mailing list, mailing lists, relationship building, reminder, service-based companies, timings, venue | Leave a comment »
What is the difference between Web 1.0, 2.0 and 3.0?
Alice
For those who are still confused by my title, Web 1.0, 2.0 and 3.0 are the various stages the internet has evolved, and how it has affected electronic, email, online or digital marketing (the various terms for marketing on the internet also suggests how technology and its concepts have rapidly changed).
Web 1.0 deals with static websites. These were originally set up to be online brochures, a representative of your business on the internet where people could go to find information.
A space was provided on the web which was filled with an attractive (if applicable) website that hardly changed since its conception, except for a few additional alterations and updates, sparsely accomplished due to cost and reliance on webmasters. The concept was simple, and at first confined to those who could afford it or had access to it.
Web 2.0 deals with interaction. Now there are all sorts of websites that allow their visitors to add their own contributions, that are regularly updated with new information, encourage participation, call to action and regular methods of following or subscribing.
This concept of interaction has been spread to social networking and sharing sites, a phenomenon that has expanded hugely to become almost a part of our daily lives, a requirement to be constantly up-to-dated with what’s going on, become a trend setter or act as an innovator to start off the next big thing.
Then there is the ability to update your website through CMS (content management systems), in whatever format it is in (website, blog, blogsite, forum, status update or whatever), by yourself whenever and wherever you like (on any suitable hardware, software or media), and also by others through leaving comments, feedback, contributions and advice.
Web 3.0 is no longer a concept of the future, it is already here. The use of smart and android phones have commanded a change in internet use. It’s not just that websites have to adapt to be effectively seen on people’s mobiles, but the technology behind them as regards data gathering, customer segmentation and promotional targeting.
Data about consumers are gathered from a myriad of sources: mobile use, payment cards, loyalty cards, telephone voting systems for popular television participation shows, the list is endless. Today’s technology allows marketers much easier access to all sorts of information that would have taken ages and with much higher costs than before.
This is mostly permission based (a requisite much more heavily policed in the States), but unfortunately subjected to technically advanced fraudsters and spammers. Even so, marketers have to find new ways of promoting their products to overcome apathy and avoidance of regular advertising, and technology provides constant answers to beat the increasingly rapid changes of today’s society as it adapts to whatever is thrown at it!
Filed under: Databases, Interaction, Online Marketing, Research, Social Media, Websites | Tagged: blogs, CMS, comments, contributions, customer data, customer segmentation, digital marketing, feedback, information, Interaction, internet, mobile marketing, social networking sites, technology, up to date, Web 1.0, Web 2.0, Web 3.0, Websites | 2 Comments »