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Using emarketing as a business tool - everyone’s talking about it, but how do you do it? …

Using emarketing as a business tool - everyone’s talking about it, but how do you do it?
Susie Holland, Partners in Marketing
Sara Wheater, Brief Communication

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  • Now, it would be useful for us to understand which elements of the marketing mix you are currently using for your business…could we have a show of hands from people who use: And now added to this mix is Social Media – let us give you an example of how this works…BLANK
  • Interesting isn’t it?
  • Social networking is the most dramatic change in consumer behaviour and PR since the original growth in the web over 15 years ago. The web has given customers a forum to voice their opinion on anything and everything, from what they love to what they hate. This diversity of comment and discussion means that your product, services and brand are being discussed right now and this is influencing customer perception and action. We want to give you a brief guide to using social media for the benefit of your business – whether you work with a large organisation, for a small business or are a sole trader. Social media has implications for everyone and, done right, can bring huge benefits. We want to guide you through the maze, offering an overview of some of the main social networking activities available to help you understand which might be of value to your business.
  • Here are just some of the top twenty social media sites currently being used in the UK. As our clients will tell you we evangelise the investment by our client’s businesses of just 60 minutes a week on their marketing and promotion. Understanding this, and given the time we have today, we will concentrate on the following social media tools which we believe will be relevant for your businesses today… Social bookmarking links Every story page on the News and Sport websites now includes links to a range of social bookmarking / sharing websites. Social bookmarking links can be found at the bottom of all story pages These sites allow you to store, tag and share links across the internet. You can share these links both with friends and people with similar interests. You can also access your links from any computer you happen to be using. So, if you come across a BBC story that you find interesting and want to save for future reference or share it with other people, simply click on one of these links to add to your list. All of these sites are free to use but do require you to register. Once you have registered you can begin bookmarking. Each of the sites works slightly differently so use the links below to find out which service best suits your needs. Del.icio.us To register, go to: http://del.icio.us/register For more information:http://del.icio.us/about Digg To register, go to: http://digg.com/register For more information:http://digg.com/about reddit To register, go to: http://reddit.com/login For more information:http://reddit.com/help/faq Facebook To register, go to: https://register.facebook.com/r.php For more information:http://www.facebook.com/about.php StumbleUpon To register, go to: http://www.stumbleupon.com/sign_up.php For more information:http://www.stumbleupon.com/aboutus.html
  • Post business updates on your wall. Focus on business activities, such as “Working with x on marketing brochure redesign” – just bought in new line of baby outfits from France Sell! Tell people about special offers or new product lines you have in stock with photography. They can reserve items via Facebook to collect from your store or outlet Share useful articles and links to presentations or websites that will interest customers and prospects on your wall, to establish credibility in your industry Host ‘online events’ through your site e.g. ‘revealing’ pictures of a new line of clothing or exclusive products Give online tutorials e.g. creating an eye-catching flower display or offer free advice and hints and tips that are relevant for your company
  • Full profile – complete it as fully as you can Make connections – use your address book from your email, you can search companies to find people that worked there at the same time as you or went to university with you CV – put your previous employers up there, something about what you did/achieved/responsibilities (think search terms if this is something you are still doing) Or, more detail within your current role. Recommendations – recommend people and ask for recommendations too! If you have a reference, ask if they can put it online as a LinkedIn reference. Work examples – presentations, PDFs, link to your website and pages within your site 70 women in the Northwich Women in Business group Get the most Connections Quality not quantity Only people you’d be comfortable referring or introducing to your contacts – try and at least meet them. Do you like them? Would you trust them with one of your connections or contacts? Would you recommend them? Would you take a phone call from them on a busy day? You are establishing and formalising your network and also promoting your services Manners – don’t overtly sell Join groups – answer questions Be helpful, facilitate Use the ‘what are you working on’ function to talk about things you are doing – launching a new service or product, a type of client you are helping, a speaking engagement you are doing
  • Wordpress… Blogs are often used by individuals to show their expertise and opinions on a topic or industry field Write posts around subjects that sit well with your products or service offerings. The main benefit of a blog is increased brand visibility with little investment on your part. Q: Is there a standard ROI for blogs?  A: Nope – sorry, it isn’t that easy! Just as there isn’t a standard ROI for a Web site, there’s no standard for a blog. It depends on what the goal of the blog is and also how much investment the company (and the blogger) puts into it. Q: What’s the best way to measure the effectiveness of a blog? A: Again, it starts with the goal of the blog.  It is strongly suggest that you start with the goal, develop metrics that measure the attainment of that goal, and find ways to assign value to those metrics. Examples: Blogging will enable me to: increase the number of people who write a comment on my blog (the benefit is increased word of mouth), increase the number of unique visits to the blog site (benefit is increased traffic to your brand) get valuable customer feedback (the benefit is reducing the cost of customer research reports) measure the percentage of search results landing in the first three pages driven by your blog (increased search engine positioning) Q: But this is heresy - you can't put the benefits of a blog on a spreadsheet! You've just got to believe that blogs are a good thing because they develop conversations with customers.  A: There are lots of positive, feel good reasons to have a blog. But when your financial controller asks why the company has a blog versus spending more time and resources on XYZ initiatives, it is helpful to be able to show a spreadsheet of those blogging benefits in pounds and pennies.
  • Wordpress… Blogs are often used by individuals to show their expertise and opinions on a topic or industry field Write posts around subjects that sit well with your products or service offerings. The main benefit of a blog is increased brand visibility with little investment on your part. Q: Is there a standard ROI for blogs?  A: Nope – sorry, it isn’t that easy! Just as there isn’t a standard ROI for a Web site, there’s no standard for a blog. It depends on what the goal of the blog is and also how much investment the company (and the blogger) puts into it. Q: What’s the best way to measure the effectiveness of a blog? A: Again, it starts with the goal of the blog.  It is strongly suggest that you start with the goal, develop metrics that measure the attainment of that goal, and find ways to assign value to those metrics. Examples: Blogging will enable me to: increase the number of people who write a comment on my blog (the benefit is increased word of mouth), increase the number of unique visits to the blog site (benefit is increased traffic to your brand) get valuable customer feedback (the benefit is reducing the cost of customer research reports) measure the percentage of search results landing in the first three pages driven by your blog (increased search engine positioning) Q: But this is heresy - you can't put the benefits of a blog on a spreadsheet! You've just got to believe that blogs are a good thing because they develop conversations with customers.  A: There are lots of positive, feel good reasons to have a blog. But when your financial controller asks why the company has a blog versus spending more time and resources on XYZ initiatives, it is helpful to be able to show a spreadsheet of those blogging benefits in pounds and pennies.
  • Twitter is a micro blogging site. It’s free to join. The functionality of twitter means that you can tweet online or on the move via your mobile phone. If your account is public then anyone with a Twitter account can follow you. Twitter sends you an email notification when someone starts following you and you can choose to block that person if you wish. Anyone who is following you will see your 'tweet' in their twitter stream or on their phone. Tweet to keep customers informed. Let them know when: You have new products, a special offer on services, are hosting an event. Listening to the conversation For any organisation it is vital to know what people are saying about your brand, product, service or idea. You can use  Twitter Search  to monitor the conversation, you don't even need a Twitter account to do it. Handily, you can set up an RSS feed so that you'll receive all updates of this search in your feed reader. You can also follow topics through hashtags.org . Hashtags are a kind of tagging on Twitter, tweets can be tagged and these conversations are aggregated on the hashtags.org website. Here's the  recent conversation around the Australian bushfires , tagged with #bushfires. To have your own hashtags indexed you need to follow  http://twitter.com/hashtags . There is a  great introduction to hashtags here . Contributing to the conversation The next step in using Twitter is to respond and contribute to the conversation. Set up an account using your company name. Respond directly to questions, complaints and issues raised in tweets, make announcements about new services or products, link to your blog posts and share information. Publish your Twitter feed on your website and encourage people to follow you. Twitter can be a great opportunity to make connections with real people who are engaged with your business, to learn about what your customers think and to give a more personal face to your organisation.
  • Some key learning points from evaluating clients’ campaigns and industry best practice. The core benefits are known, but not always exploited: Immediacy – be responsive, be first Cost – low cost to produce, range of cheap packages for smaller businesses, reasonably priced agency fees Easy to personalise – make the effort Building your list In building your list you are building a relationship with your clients and targets; important to invest time in getting it right Permission based: far more receptive if you ask, you risk annoying/offending people if you simply take their business card and ‘sign them up’ It’s not the length of your list, but the quality (and what you do with it) With e-marketing you have the opportunity to tailor your marketing easily and cheaply – do it! Find out what each customer set is most interested in and tailor their newsletter accordingly. Why not have 3 different versions?
  • Ensure your newsletter has links to your site/facebook page Some packages let you track rates of opening/forwarding, some agencies can. If you are getting less than 20%, what’s wrong? Company news is hugely important to you, but put yourselves in the shoes of the recipient – what’s in it for me? Well written, creative and interesting copy goes a long way. Less is more, visually better. Break it up using sections and colour if you can. Make sure there is something in there for the recipient to do that will drive them to your site, to contact you or interact with you I always think of a newsletter on screen as similar to a direct mail letter – you need to reel them in before the ‘fold line’ appears or you’ve lost them. Seeing the wood for the trees when you’ve carefully crafted your newsletter is hard: get someone, anyone, to check it for you.
  • We hope you have enjoyed the presentation today. As we mentioned at the start, social media is an extremely powerful tool for emarketing and we hope that we have convinced you to make it a part of your wider marketing mix. Susie and I will be available for the next ten minutes or so to take any questions you might have about the presentation. We will also make the presentation available on our linked-in sites and the Brief Communication Facebook Page. If you want to receive a copy of the presentation then – in line with true permissive emarketing – please drop your business card into the ‘melting pot’ before you leave and we can email this to you. We are also planning a series of local workshops designed to assist small businesses with all aspects of marketing and promotion. These will be in the format of providing an introduction to one topic or theme within 6o minutes and we aim to cover: xx, xx and xx. Finally, you will also find on your tables flyers of two current packages we are offering to small businesses – if you are interested in finding out more then please do grab us before you leave. Thank you.
  • Transcript

    • 1. Brief Communication Keep it Simple Keep it Brief   Using emarketing as a business tool - everyone’s talking about it, but how do you do it? Susie Holland, Partners in Marketing Sara Wheater, Brief Communication
    • 2. Hands Up!
      • Advertising
      • Flyers & Brochures
      • Website
      • Networking
      • Press release
      • Direct mail
      • And now there’s social media…
      Brief Communication Keep it Simple Keep it Brief  
    • 3. BLANK Brief Communication Keep it Simple Keep it Brief  
    • 4. What exactly is ‘social media’? Brief Communication Keep it Simple Keep it Brief   Wikipedia says: Social media marketing and digital communications helps you to manage your reputation, raise your company profile and talk directly to your customers. It simply allows you to: get to know your customers better talk to your customers in a targeted way engage with your customers when you want to
    • 5. What’s out there… Brief Communication Keep it Simple Keep it Brief  
    • 6. 60 minutes Brief Communication Keep it Simple Keep it Brief  
    • 7. Why use Facebook for your business?
      • Easy to manage and maintain
      • Free business marketing e-tool
      • Create a ‘ community’ around your business and let people know of special offers, new products, etc
      • Establish credibility – join Facebook Groups e.g. BriefBusiness
      • Advertise and appeal to people who are searching for your types of products or services
      • Establish credibility and promote other content you create, including webinars, blog articles, or other resources
      Brief Communication Keep it Simple Keep it Brief  
    • 8. Facebook for Business Brief Communication Keep it Simple Keep it Brief  
    • 9. How NOT to use Facebook for your business
      • Do NOT get personal - keep it professional
      • Do NOT leave the site idle – give it some love and keep the newsfeed, discussions and video or image content alive
      • Do NOT be afraid to use the page for inviting comment and feedback – dealing with any issues or ideas publicly shows that you care about your customers and fans and builds credibility in the brand
      • Do NOT abuse the Facebook facility and create a ‘dummy’ firm, Facebook pages can only be used to represent a real organisation, business, celebrity or band – read the rules and adhere to them
      Brief Communication Keep it Simple Keep it Brief  
    • 10. How to network on LinkedIn
      • What is LinkedIn?
        • Facebook for business/online networking
        • The ‘power of LinkedIn’
      • The statistics
        • Over 1 million UK users
        • Based on three degrees of separation
        • Connections
      Brief Communication Keep it Simple Keep it Brief  
    • 11. Brief Communication Keep it Simple Keep it Brief  
    • 12. How to network on LinkedIn
      • What can it offer you?
        • Raise your profile
        • Boost your SEO (Google loves it)
        • Refresh relationships & keep in touch
        • Comfortable way to approach prospects
      Brief Communication Keep it Simple Keep it Brief  
    • 13. How to network on LinkedIn
      • How do you get the most out of it?
        • Full profile and CV history
        • Include some work samples
        • Recommendations from clients & business partners
        • Connections (quality not quantity)
        • ‘ What I am working on…’ or Twitter/Facebook feed
        • Join relevant groups… give or receive expertise
        • Ask and answer some questions
      Brief Communication Keep it Simple Keep it Brief  
    • 14. Why should I blog?
      • Credibility! Great for people who enjoy writing in short bursts PLUS Google loves regularly updated copy which will help boost your SEO!
      • To sell! Write posts around subjects that sit well with your products or service offerings.
      • Send them to the checkout! If you mention your products specifically you can provide a link for your bloggers to go and buy them from your website
      • Acquire email lists – from your blog you can encourage readers to ‘opt-in’ immediately giving you a database of potential buyers for your products and services
      Brief Communication Keep it Simple Keep it Brief  
    • 15. Why should I blog?
      • Blogging will enable me to:
      • increase the number of people who write a comment on my blog (the benefit is increased word of mouth),
      • increase the number of unique visits to the blog site (benefit is increased traffic to your brand)
      • get valuable customer feedback (the benefit is reducing the cost of customer research reports)
      • measure the percentage of search results landing in the first three pages driven by your blog (increased search engine positioning)
      Brief Communication Keep it Simple Keep it Brief  
    • 16. How do I tweet? Brief Communication Keep it Simple Keep it Brief   Micro-blogging on Twitter is great for : Telling people what you are up to in 140 characters Reaching out to a more generalised pool of potential customers and finding out what they are up to! Getting involved in the conversation…Twitter search Networking - more than 6,000 small businesses are registered on Twitter Mobile functionality – you can tweet from your handbag!
    • 17. e-marketing
      • Introduction
      • The two main forms of e-marketing:
        • Email marketing
        • Electronic newsletters
      • Building your list
        • Quality not quantity
        • Permission-based marketing vs spamming
        • Segment and personalise
      Brief Communication Keep it Simple Keep it Brief  
    • 18. e-marketing
      • What to put into your newsletter
        • Not ‘all about me’ – think benefits & recipient
        • Creative copy and features of interest
        • Call to action and the ‘fold line’
      • Finally, always remember to...
        • - Integrate with your other marketing
        • - Spell check and sanity check
        • - Track your success
      Brief Communication Keep it Simple Keep it Brief  
    • 19. Thanks - Qs
    • 20.
      • Susie Holland Sara Wheater
      • Partners in Marketing Brief Communication
      • 07957 543361 07887 510 294
      • [email_address] [email_address]
      • www.partnersinmarketing.co.uk www.briefcommunication.com
      Brief Communication Keep it Simple Keep it Brief  

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