Using new media to land your first customer: Low-cost tools and tips to identify and refine your audience, shape your website and social media outreach, and do market research.
Presented to Boston Entrepreneur’s Network by Suzanne McDonald, Content and Social Strategist / President of Designated Editor.
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Landing your first customer with new media presented by Suzanne Mcdonald, Designated Editor
1. Designated Editor
Speaking Series
first
Landing your customer
^
Suzanne McDonald | Content& Social Strategist
Boston Entrepreneur‟s Network
@Sue_DesigEditor #enet
2. suzanne‟s experience
Social Media
Strategies professor
6 years Page 1
Masters in Journalism
& Mass Communications BA in Journalism
www.designatededitor.com 2
3. old methods of client acquisition
Friends & friends of friends?
School connections?
Business connections?
Civic clubs, organizations, church?
Lawyer, doctor, plumber?
Insurance agent, stylist, nanny?
Neighbors?
Sports and hobbies?
http://www.entrepreneur.com/article/57382
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4. who is your first client?
Are they revenue generators or case studies?
Enterprise vs consumer?
What is their acute pain point?
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5. who is your audience?
Who might be your best client?
What are the defining characteristics?
What are they looking for?
Are you using the right vocabulary?
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6. your target audience
Refine your
target audience
Tap into your Look at
analytics statistics
Use your Examine
keywords demographics
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7. new world order
Your website and blog
Email newsletter
Social media
Blogger relations & PR
In-person interactions
Additional outreach platforms
Tying it all together
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8. how easy is it to use your site?
„Put your mom
in front of your site
and see if she can
figure it out‟
− Tim Ash
Sitetuners.com
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9. website
Stay out of the way
Prominent search bar
Pitfalls
• Geek-speak
• Clutter
• No call to action
• Falling in love with the art
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13. your blog
Google & search engines <3 fresh content
Activates keywords
Offers a glimpse inside your brand
Enable and moderate comments
Use an editorial calendar
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16. socialization of brands
“It won‟t be enough for brands to craft
powerful messages ... They will need to
participate directly in conversations and
provide more meaningful exchanges … in
ways that increase relevance and value [to]
consumers.
-Razorfish Social Influence Marketing Report
http://faculty.cbpp.uaa.alaska.edu/afef/introducing_the_social_influence.htm
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17. social media best practices
What to do when you‟re just starting?
1. Listen
2. Add value
3. Find influencers
4. Engage in dialog
Don‟t be spammy or self-centered.
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18. Forrester‟s social strategy
People
Learn your audience‟s social activities and behaviors
Objectives
Decide what you want to accomplish
Strategy
Plan how your motives will change your relationship with your audience
Technology
Choose what social media platforms you want to use for your campaign
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19. Nearly 2 billion people searches in 2010
http://www.simplyzesty.com/social-media/linkedin-2/essential-linkedin-stats-you-need-to-know/
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23. social media market research
What are your Facebook fans discussing?
Which FB updates get the most response?
Which LinkedIn groups are key clients in?
What hashtags do targets use on Twitter?
Which of your clients are most influential?
What are they Tweeting about?
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27. blogger relations & PR
80% of journalists believe bloggers have
become “important opinion shapers.”
- Society for New Communication
Research
http://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-
middlebergsncr-survey-of-media-in-the-wired-world/
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31. how do you relate?
Need to open the door to welcome your
customers and prospects
Today‟s low-cost tools make it easier than ever
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33. tying it altogether
Bring value: Discounts, deals, fun invites
Content: Enhance SEO, social engagement
Leads and insights: Recommendations
Explanations: Who you are, why engage
Information: Improve their lives
Quick answers: Information ASAP
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34. freemium?
“Don't give the product away for free to
these early customers - even if they're
friends and family. … If they're not paying
customers, they‟ll be reluctant to complain.”
-Dharmesh Shah
Hubspot CEO & founder
http://www.inc.com/guides/2010/07/how-to-find-your-first-customer.html
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35. Thank you!
Designated Editor
Speaking Series
Landing your first customer
Suzanne McDonald | Content & Social Strategist
Boston Entrepreneur‟s Network
@Sue_DesigEditor#enet
Editor's Notes
How many of you have tried these methods? Any successes? 2% of the population are innovatorsBefore we jump into new methods and new media, we need to do our homework
Because everyone’s answers will be different, we aren’t going to answer each of these questions. But we will explore tactics to help answer them for your startup – using new media.
Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem.URI students parents of young children=middle-aged
Tactics to help answer and refine these questions. In the scientific method, you test your hypothesis. Same here, so run some experiments, crunch some data
In the new world, web 2.0 and 3.0, enables us to answer fundamental questions about our target audiences and to engage with them. I’ll explore best practices for each of these: blog, email, SM, BR & PR affiliates & in-personStart with what you can control and end with how to synchronize them for optimal ROI
Does your site, if your target audience comprises people like your mom, speak to her?It’s OK to throwaway a site that’s not working – not the URL though
Be sure to have a conversion, such as a newsletter signup
Background image: rock climbing vs
Graduation, what could be a better selling point to parents?Is your site echoing what how you make people’s lives better?
E-commerce? Online shopping? Credibility & reason to trust: An opportunity to get to know you: Media outlets add credibility, Call out for savings: VA save $120 on cellphone bill
Editorial calendar should include: Holidays,Conferences Important dates/events that you’d like to get a post out ahead ofBe sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar development
The more content you create, the feedback you get, the more data to crunch and better understand your audience.Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emergesGoogle Analytics: Map overlay, keywords, where they’re coming from
People rely on blogs to find out about new products, brands, decision-making when purchasingAlso ideal for SEO. Google loves fresh contentCreates the foundation for your social media outreach and enables you to own the content you’re investing in
What people expect of today’s brands. Social media the great equalizer, so many success stories that show it’s passion not budget that leads to social media success.
SM= Integration of technology and social interactionPlatforms = Facebook,LinkedIn,Twitter,Flikr,YouTube, Google+, Blogs,Podcasts,Wikis
It all starts with peopleGoals: You can’t expect to gain anything if you don’t aim for itStrategy: Social media can be a big time suck. Are you wasting your time and your followers’ time? Editorial calendars help here and w goalsPlatforms: Go where you audience is!
6 million LinkedIn members work in saleshttp://econsultancy.com/us/blog/7334-social-media-statistics-one-year-laterSays to me: great for prospecting!
Think of broadcasting, or flipping through the channels when you’re watching TVFacebook and LinkedIn are closed networks; Twitter is all about reaching and sustaining relationships with new people
#1 reason is for deals. Mentioned previously Groupon and social buying. Huge cost to the business. Why not reward your most loyal? http-//socialtimes.com/twitter-vs-facebook-infographic_b73972
One oft-asked question: whether social makes any money. Takes time, and big brands are seeing big revenue. Delta Air Lines being one. Anyone familiar with the term virtual goods?http-//socialtimes.com/history-of-facebook-commerce-infographic_b70647
Discussions happening, which are going viral or gaining traction?What are your people interested in?Who is important to your target audience?
Can you solve problems on LinkedIn Answers? LinkedIn Answers: not just phishing for clients, engaging with
Facebook poll - great for B2C
Just ask: survey monkey – great for B2B
Influencers anyone? Engage with bloggers who post regularly about what you sell or something your prospects are interested in
Be attention-worthy when engaging bloggers and mediaBe creative and fun to engage with users and influencersIf it’s interesting to PEOPLE, the right type of media will be interested. Consider Patch.com as a media outlet, always looking for contentAnd/or industry press. You may think what you do isn’t compelling, but how you helped someone is.
Google AdWords: refine keywords via a/b testingFacebook ads: narrow in on demographicsAffiliate marketing: broaden your reachYelp: Review sitesAmazon & marketplacesGroupon and Daily deals
One of the great payoffs of successfully engaging in social media. How much does it cost to advertise vsevangalize
Now that have a great low-cost site & sense your audience. Engageto help resonate w audienceWhere do you engage with your customers and prospects?Secret: Social media but email still more ROI, Mailchimp free account
Something about regularly seeing someone, in person, that truly builds a relationship. Social media simply augments this, not necessarily supplants it.
Consider how each platform and/or and engagement point can hit these marks
A point to lead the discussion further.
Happy to answer any questions & thanks so much for having me!