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- 3. The team: Dave Briggs Fraser Henderson Kind of Digital
- 4. Other opportunities for your business Workshop Programme, Summer 2012 Back to Web Basics Selling Online >>Digital Marketing<< Social Media for Business Running a business digitally
- 5. Housekeeping • Fire exits • Mobiles off/silent mode • ERDF Forms • Breaks
- 10. Digital Marketing Routes •Websites (e.g. banner adverts) •Search engines (AdWords) •Social networks (Facebook Ads) •Video websites (YouTube keywords and sponsored ads) •SMS campaigns •Video marketing (e.g. PS3 vidzone) •Apps •Blogs
- 14. The 5 Cs of online marketing Content Community Conversation Consistency Keywords
- 16. Content Anything attractive enough to get you traffic Apps Blogs Comments on blogs & forums Conversations on social media Games Images Infographics Newsletters hosted on your site Presentations Ratings Reviews Tags Video Whitepapers Widgets
- 17. Digital / e-marketing Transactional E-Commerce / Selling online Direct marketing Promotional Online content Viral marketing Email marketing Brand sponsored media Conversational Digital engagement Social networking Web 2.0/ shared data,/bookmarking User-generated content
- 18. Audience Familiarity I live in this area 61% I work in this area 24% I work for the organisation 6% I am planning a visit/visiting 5% Faith Groups Young people Older people Mainstreams Online Radio Certain social Telephone DTV Podcasting networks In-person! Email SMS Gaming Youth Leader Voting
- 19. Promote Offline Mary Reid Liberal Democrat Councillor, Chessington North & Hook ward Co-Chair, South of the Borough Neighbourhood Royal Borough of Kingston upon Thames Read my blog on: www.maryreid.org.uk Email me on: mary.reid@councillors.kingston.gov.uk Phone me on: 020 8397 1396 Write to me at: 126 Clayton Road, Hook, Chessington KT9 1NJ Be findable Be memorable Links=Votes Speed = Quality AdWords
- 21. How to measure performance •Attitudinal, behavioural and demographic data (managers and users) •Process observation •Some content analysis •Site analytics (Google Analytics, Counters, Referrers) •Pre- and post-activity surveys •Semi-structured interviews •Search Engine Ranking / Searches •Subscribers to RSS or Newsfeeds
- 22. Search Engine Optimisation • Improving visibility by ‘Organic’ unpaid search engine results • Research keywords – add across site • Use accessible design and content management • Make your content findable/shareable in social media e.g. YouTube and Twitter
- 23. Building your networks Do you have a collection of potential and past clients on your social media networks that you gain work from? Important Ability to develop relationships with prospects on them Maintain contact with past clients. Recommendations/Word of Mouth Be promiscuous…
- 24. Places to Find Potential Clients 1.Websites and Portfolios of Other People 2.Websites of Companies Your Like 3.Online Forums/Networks 4.Blogs 5.Your Rolodex
- 25. Social networks are the spokes of your web hub Your Website
- 26. Social Media – the main ones Twitter LinkedIn Your Google + Website Pinterest Facebook
- 27. Blogging tips • Consider how a blog complements other content strands e.g. news, events, PR • Create keyword rich content relating to your projects • Create posts mainly of 300 words or more • Use embedded images, photos, video & audio • Have a minimum update frequency • Use multiple authors
- 28. The power of the E-mail Your Website
- 29. E-newsletter – Why? Contact Get Yourself into the Game It sharpens you up It tells you about your customers Fun Event driven
- 30. E-newsletter – What? Content Community Commerce Add Value Make it Interesting and Relevant Link to other points of communication How often and timing?
- 31. How? Mail Clients Mailchimp Constant Contact AWeber
- 32. Promotion – need to adapt this 1. META Tags, Keyword rich page titles 2. Create a site map 3. Links (incoming) 4. Create free listings (Google places for business, Yahoo! Local, Bing Local) 5. Include in directories (artists networks, forums, trade organisations, etc) 6. Write articles (including for others). Become a thought leader. 7. Use social media 8. Write on other forums, blogs etc. 9. Promote your URL say in your email footer – stationary, business cards etc.
- 34. Many thanks for your time and contributions!
- 35. Sign up/Register: www.digitallincs.com Tim: @timmy666 / tim@kindofdigital.com Dave: @davebriggs / dave@kindofdigital.com
Editor's Notes
- Content – this is your products, and also the marketing content you use to promote your products. It could include video, photos, your social network feeds, a blog, e-booksCommunity – Who gathers around your content and who you want to attractConversation – This is the chatter that sells your products, are they made using a special process? Do they have an unusual history? Use key influencers to influence more of the right people.Consistency – ensuring your design and content is consistent with your personal brand: tone, imagery and also regularity and frequency.Keywords - www.googlekeywordtool.com – find out the traffic in UK and global for your keywords.
- Content – this is your products, and also the marketing content you use to promote your products. It could include video, photos, your social network feeds, a blog, e-booksCommunity – Who gathers around your content and who you want to attractConversation – This is the chatter that sells your products, are they made using a special process? Do they have an unusual history? Use key influencers to influence more of the right people.Consistency – ensuring your design and content is consistent with your personal brand: tone, imagery and also regularity and frequency.Keywords - www.googlekeywordtool.com – find out the traffic in UK and global for your keywords.
- Content – this is your products, and also the marketing content you use to promote your products. It could include video, photos, your social network feeds, a blog, e-booksCommunity – Who gathers around your content and who you want to attractConversation – This is the chatter that sells your products, are they made using a special process? Do they have an unusual history? Use key influencers to influence more of the right people.Consistency – ensuring your design and content is consistent with your personal brand: tone, imagery and also regularity and frequency.Keywords - www.googlekeywordtool.com – find out the traffic in UK and global for your keywords.
- Success of digital marketing / strategy increasingly depends on the creation of compelling, shareable topical and relevant content, disseminated in the right places, at the right time. WHAT DO WE MEAN WHEN WE SAY CONTENT?
- Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.
- Websites and Portfolios of Other People: Find the websites of other freelancers and service providers similar to you or that you aspire to, and see who their clients have been.Knowing who has worked with them in the past can show you what kinds of potential clients are compatible with the kind of work you do.Websites of Companies You Like:Visit the websites of companies you’d like to work with to find the contact details of those who could hire you directly. Knowing the job titles of those that tend to deal directly with you is useful for finding them.Online Forums/Networks: Online forums can be some of the best places to find potential clients. Many freelancers use them to find freelancers and/or find out more about the industry they are involved with. www.artsonthemap; If you are a wedding photographer looking for a potential client, you might want to have a look through who is contributing to a ‘wedding planning’ forum. These is a way to find clients on their web turf. Google search:finding forums, by simply searching the key word in question followed by ‘forum.‘ Musicians – plenty of forums and web presence …. Myspace/bandcamp/musicians ad pages; Blogs:Blogs are another place to find potential clients. Look for industry specific blogs that might be read by potential clients. Wade through the comments and other discussion areas.Comments can often reveal not only the profession of someone, but also what it is they might be in search of, what is on their mind, and what they are looking for. You can often find the website of a user through the comment link. … blogging (social media … set your own up … become a though leader)Your Rolodex:Your ‘Rolodex’, phone contacts, and your stack of business cards from people you’ve physically met shouldn’t be ignored. This is an excellent source of people you’ve already made a real-world connection with, which makes for a warm contact.Make sure all those business cards you’ve been collecting at networking events are put to good use. Add those contacts to your social media networks and get them seeing your updates, so you can tap the potential of these connections.
- A typical example of how you might run a business through social networks …
- Twitter:Twitteristhe best place on the web to establish new connections with many people you don’t already know. What I mean is, because Twitter is based on such a simple ‘update’ system, adding new people to your network on there requires less of an investment than, say, on Facebook. By following someone, you’re simply adding their twitter updates to your feed.As such, Twitter is a great place to pick up a large number of connections in your industry, as well as build up some interest and rapport with some people who like what you tweet.LinkedIn is a gold mine for finding people to network with online, particularly professional people, because you’ll find most professionals who use the Internet are now on there. Find people on LinkedIn using the search tools it provides. The great thing about LinkedIn is that it shows you people you have in common with other people. So if you want to work with a particular person, use LinkedIn to introduce yourself to them (via email for example) including the fact that you know so and so. A common contact will often make building rapport with a stranger a whole lot easier.Google +: You can use the tools on Google and Google+ itself to find people, browse your streams, Sparks and so on. In Google+, you can use the main search bar to search for job titles (and more), which is a handy way of finding prospects.On the results page, make sure ‘People and pages’ is selected so that people’s profiles appear in the results. Enter the keyword/s of the people or job titles you are looking for. For example, a graphic designer might look for creative directors to find and add, though I would recommend using the tool to find specific people you already know about. You will see a list of results that you can then look through and add people through.Pinterest:Pinterest is a vision board-styled social photo sharing website and app where users can create and manage theme-based image collections. Users label and create theme-based image boards.Facebook
- We like e-mail!!!There are people who say email is dead ... the power of the email should never be underestimated. Potency. Clarity.You probably receive a good number of email newsletters. Mine cover a variety of topics, from my hobbies to news and information about small businesses. Some are for personal amusement – drum, music stuff …Spam vs. useful - commercial newsletters typically have open rates of between 2 and 10 per cent (actually, 10 per cent is pretty good).
- Five reasons to have an e-newsletter1. Contact. It’s another online contact point with people who have expressed an offer in your product or service. But whereas your website, blog, Facebook page or Twitter feed generally require people to come to you, with an enewsletter you go to them – straight to their inbox. It’s like handing out flyers at a show rather than standing behind your stall waiting for people to come to you.2. Can you afford not to? Even if open rates are low and clickthrough rates to your website even lower, that still means someone is clicking through to your content and that someone can be considered a warm lead that you wouldn’t otherwise have. If you’ve set things up right, you may well turn them into a buyer. Besides, the chances are that your competitors are already sending their own enewsletter – to your potential customers. If they are, then you’ve got get yourself into the game.3. It sharpens you up. An e-newsletter is direct marketing. Direct marketing forces you to think about what your offer is and the best way to communicate it.4. It tells you about your customers. An enewsletter is also a useful customer research tool. You don’t just send it and forget about it; you look at what’s been clicked on and by how many people. This tells you a lot about what you potential customers are actually interested in, and that will help you clarify and refine your marketing messages – which can only be good for sales. You can also use your enewsletter to survey your customers, of course.
- Content: what additional information can you give to your customers that they will find useful, entertaining or interesting?Community: how do you make your customers feel as though they’re part of a wider community of people with shared interests that revolves around your business?Commerce: how do you then turn an engagement with your content and your community into a sale in a natural and inevitable way?A good enewsletter will blend the three Cs into satisfying whole…What extra value can you add to someone’s experience of being your customer? There are almost no limits here, providing the information you give is relevant to your business and your industry.For example, if you’re a cupcake business, maybe a recipe in each newsletter wouldn’t go amiss; if you’re a small marketing agency, a case study that illustrates your services would be good.Maybe a voucher …. Money off exclusives …Business card innovators MOO.com carry tips on how to create a striking business card, but also look at wider issues such as job titles in a bright and funny way that makes you want to read.Create engagement … particularly if you give people a chance to add their own comments. LOVEFiLM, which rents out films, features movie reviews in their enewsletter; Artist - then why not a short video tutorial that links through to your YouTube channel?If you have a blog, include a good post that’s already proven popular. You can give news about an event you’ll be attending, run a competition to win one of your products or survey your customers by inviting readers to take part in a poll. The only rules are that your enewsletter content must be interesting and relevant; it should ideally be fairly brief; and you shouldn’t overwhelm your reader with choices.Link to your other points of communicationWhatever you put into your enewsletter, make sure you also include links to your other online points of engagement (your website or blog, your social media pages) so that your customers can contact or follow your activities via their preferred platform.How often should you send an enewsletter?To some extent, this depends on your product and its sales patterns.The trick is not to send too many, or too few, and it may take a little trial and error before you work out the best frequency. Make sure it’s same day, at roughly the same time, however. The routine imposes discipline on you, but it can also create familiarity for your recipients. If someone gets used to receiving your weekly recipe on a Friday, they may be miffed if it doesn’t arrive. Think about your recipients’ working week; when are they most likely to be at their PC (or laptop, or on their smartphone) with the time to browse what you’ve sent?