ESpark Bootstrapped Marketing December 2016
•Download as PPT, PDF•
1 like•161 views
Bootstrapped Marketing for Chicklets at Natwest ESpark Leeds. From blogs to email marketing, principles of marketing and how to network online
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to ESpark Bootstrapped Marketing December 2016
Similar to ESpark Bootstrapped Marketing December 2016 (20)
More from Jonny Ross
More from Jonny Ross (20)
Recently uploaded
Recently uploaded (20)
ESpark Bootstrapped Marketing December 2016
- 2. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Introductions
- 3. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Seminar objectives • What is marketing • Networking principles • Power of blogging and commercial lead generation • Know how to create an editorial calendar • Writing for Target Audiences and with a purpose • Key messages and CTA’s • Come up with a plan
- 4. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross What is marketing • It isn’t selling • It is about creating a demand for the product or service • It is about understanding the customers needs • It is about creating a relationship based on trust – Personality – Humour – Thought Leadership
- 5. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Setting Marketing Goals • Being visible in google • Being known as a ”goto” person • Creating Trust • Build relationships
- 6. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross 3 pronged attack • Google (organic) • Offline networking – Partnerships / Associations – Attending relevant events/networking groups – Approaching target audience for research – Speaking • Online networking – Social Media – Email Marketing
- 7. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Exercise Write down your •Key Business Goals •Marketing Goals
- 8. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Tried & Tested Formula
- 9. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 10. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 11. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 12. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 13. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Writing for SEO
- 14. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 15. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 16. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 17. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Exercise • What keywords/phrases do you instinctively think you should be at the top of google for?
- 18. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Buyer Personas • HR managers based in the South East • More Details? – Typical age range, Gender, Interests – What media do they read – how big are the companies they work for – number of employees etc – is it all sectors or focused in particular sectors/industries?
- 19. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Exercise • Who is your target audience?
- 20. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Blog Planning
- 21. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Blog Planning • Plan! • Think about Target Audience • Key Messages • Types of content • How and When to share
- 22. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross How to create an Editorial Calendar?
- 23. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Editorial Calendar sounds so complex… • People think it needs to be fancy and detailed • Two advantages; planning and accountability • There are lots of ways to create an editorial calendar, but let’s keep it simple
- 24. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Step 1: Make a list of key dates for the year • Product launches • Events / trade shows • Marketing campaigns • Promotions • Holidays • Sporting events • Key milestones • This date in history • TV Programmes • National Days / Weeks • Charity Campaigns • National Competitions • Themed months? • Patterns ( 4 blogs and 1 case study per month
- 25. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Event Calendar Template https://goo.gl/fbYUx4
- 26. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Blog Calendar Template https://goo.gl/eV8U0Y
- 27. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Commercial Case Studies
- 28. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 29. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 30. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 31. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 32. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 33. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 34. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 35. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 36. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Writing for your audience
- 37. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross What problems do they have? • What are the industry hot debates • What's in the news and in the media that they read most often • What are you's FAQs from the customer service/sales team? • The questions your clients are asking are likely to be the same ones they are also typing into Google
- 38. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Creating Killer Blog Titles Use the following tried and tested formulas •Use a number (7 Secrets to success) •Teach me (How To Do..) •Ask a question (Are you king of twitter?) •Talk to me (use you and your) •Just say no (Don’t buy this) •Use celebs/brands and popular trends (Pizza Express is the winner – Email Marketing) •Be controversial •Make an unusual association (How Lemons help your HR)
- 39. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Blog Title Exercise • Pick a buyer persona • Pick a typical problem they might have • Write this as a question (blog title)
- 40. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Writing for purpose
- 41. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross What is the purpose? • Is it to highlight a service? • Is it to gather data? • Is it to establish thought leadership in a particular topic/area? • Is it to add value for clients? • Is it to show personality?
- 42. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Distribution
- 43. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Places to share • Google + • Facebook Personal, Business and Group • Twitter Personal and Work • LinkedIn Company page, Personal Profile, Groups • Email Campaigns • YouTube • Share buttons • Guest Blogs • Related Blog/Popular posts • Annual Reports • Mention individuals and brands • Internal comms, staff emails etc • Service/Product pages • Events / Speaking • Paid content distribution (outbrain/onespot) • Nurture relationships with influencers • Email Signatures
- 44. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Email Marketing
- 45. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 46. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 47. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 48. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 49. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 50. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 51. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 52. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 53. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 54. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 55. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 56. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross 3rd Line / Pre Header
- 57. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 58. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross How to build your list
- 59. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross
- 60. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross How to build you list • Encourage people to forward your emails • Add call to actions in content (subscribe) • Collect business cards • Connect on LinkedIn • Export Connections • Reply to sales emails (adding to CRM at same time) • Host an event/webinar – email sign up
- 61. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Social / Networking • LinkedIn – Groups, Posts, touch points • Twitter – Lists • Facebook – use your friends • Youtube – Organically let it grow • Create profiles on as many as possible • BNI, Yorkshire Mafia, Rotary, Brand Yorkshire, Connect Gazelles, 4Networking, Entrepreneurs Club, Forward Ladies • Identify events where you can speak
- 62. Jonny Ross Consultancy | www.jonnyross.com | @jrconsultancy /jonnyross Have a plan • Who is responsible for sharing? • Do you have a sharing checklist? • What time and what day do you want to share? • Plan, plan and plan! • 50% discount for chicklets on all JRC courses!
- 63. Challenge me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? It’s time to ask questions! For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com Carry on the conversation with me on twitter @jrconsultancy
Editor's Notes
- So just to be clear what is a blog? a blog is the same as news or latest news I suppose it’s not called news because it gives the opportunity not just to write about the latest news, its an opportunity to talk about all the aspects of your products and services, to portray yourselves as thought leaders and to bring personality to your brand. Blog is short for web-log: a post – or log – made online. Blogs are a great way of engaging with customers and sharing information. It’s a way to educate your audience all about your products and services It’s your companies latest news An opportunity to show personality To give away advice to your existing client and customers And to engage with potential clients
- So we have seen some examples , but why should you blog? It forces Creativity It builds a community Adds value to your site It gives you content for your Social Media and Email Campaigns Gets you to the top of Google I believe blogs can increase your sales by helping to Overcome barriers to purchase – Online buyers don’t have the opportunity to inspect products before purchase, so the more information you can offer to dispel any concerns or queries they may have, the better. Blogs can be used to explain product features and usage, and to show photos and videos of products from every angle.
- Guest blogging is really key to this too, it’s a free and credible way to spread your brand and build links for SEO back to your site It’s a way to meet new audiences Grow your own community Makes you creatuive and improves your writing Helps develop authority These are just some of the sites I guest blog on, all relevant to my industry and all small to medium business focused. SEP is a canadian company!
- So this is all great but how do we come up with content? We need to feed ourselves Subscribe to competitors Subscribe to industry related news and professional bodies Keep notes of questions customers ask you Create Google alerts on niche topics ( this is a great tool simply Google Google alerts and try it out!) Thing about all the products/services you offer Keep a journal/voice recorder Invite Guest blogs from customers Write about your passions? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Keyword research Alongside your SEO audit, you should also undertake keyword analysis. This looks at the keywords and phrases that people are currently finding your website with (are they the ones you want/expect?), and also the keywords that your competitors are ranking highly on. From this, you can come up with a list of relevant keywords for your website that you would like people to be finding you on. This list of keywords should inform how you write all your website content, from product descriptions to page titles and meta descriptions.
- You then need to make a list of alll your products and services, adding to it keywords you would expect to be found for, but aren’t, Or ones you would like to be found for. You can then take some of these keywords and have a play with Google search. This then helps identify more keywords that users search and shows you opportunities that you may not have thought about and considered. Giving you suggestions that could be good for your webstore. Keep adding more words to excel and then go to the next tool semrush
- An editorial calendar will help you to plan ahead, link blogs to seasons and events, and ensure you have a good variety of blog topics to appeal to all your customers and showcase your whole product range. If you have more than one blogger, it also helps you to know who is writing what and to plan submission and posting dates. Make the calendar work for you. Yours might include things like: season; theme; products featured; keywords; target reader segment; date etc. I tend to mention these and people think it needs to be fancy and detailed. There are two main advantages, planning and accountability There are loads of ways of creating one, but lets keep it simple!
- I wanted to share some personal blog experiences with you to help you see how this can fit into your business. One of my marketing goals is to appear high in Google, for this I need to build links with relevant websites, this blog was written on a topical subject about big data, everyone in the digital industry is currently talking about it. I took time to really research what it was all about and throughout the research I formed my opinions from my own experiences and wrote a really informative blog
- Danny Brown lives in Burlington, Ontario. He is a multiple award-winning marketer and blogger – his blog is recognized as the #1 marketing blog in the world by HubSpot and voted one of Canada’s Top 50 Marketing Blogs coming in at the number 3 slot. He has delivered results for some of the biggest organizations in technology, digital and consumer, including BlackBerry, British Telecom, Orange, Microsoft Canada, IBM, Ford Canada, FedEX, Scotiabank, Vodafone, Dell and LG Electronics. He has spoken at numerous business conference and events, and is regularly quoted in publications and news media, including Marketing Magazine, Canadian Marketing Association, Toronto Star, Fast Company and City News Toronto on the topics of influence, social business, data-driven business intelligence and digital marketing. So what happens, he comments on my blog!....... If that wasn’t good enough
- He tweets a link to my blog to 35,000 of his followers…
- It got better…. He wrote another blog the next day and referenced my blog and linked back to it! So not only did my blog get tweeted to 35k people from someone who is extremely influential, I got a well deserved link from a page rank 5, top domain authority blogger!
- You can see the effect the tweet had on my traffic that day, nearly double the average traffic for a week day.
- This one is for another one of my goals this was to open more doors with web design agencies, for me this is a perfect avenue for more work, most say they offer SEO and social media, but most outsource it! I wrote about my frustration with web agencies and whether going for their own content management system is really the best way forward, as too many companies get tied it and find it very difficult to move to a differenct agency at a later date. As you can imagine this turned into a debate, this time on linkedin with lots of designers and developers all having their say, but what happened in the process, I built relationships with them, and am currently working with a couple of them!
- When I set up my business I knew that one of my key services would be to offer paid speaking. Ive understood the power of blogging since 2005 and began bloggin myself in 2007. I knew that blogging was always going to form the core marketing of Jonny Ross Consultancy. It’s a weekly blog on all things digital, all related to my products and services I offer. Its non saley and highly informative, and all blogs are NOT written for SEO, but have SEO in mind. I talked about keywords in the last webinar and the need to work on not just 10 or 20 but hundreds. I have a keyword list of around 1800 keywords. And I always try to see if I can use keywords when I am writing blogs, don’t get me wrong if they don’t feel right in a blog I don’t use them, but if I can I will, ultimately you will only be found for a particular keyword or phrase if its present on your website,. I wrote on online vs offline marketing a couple of years ago, I get a phone call out of the blue, its from a company that will remain namless! But lets just say they are a major player in a particular sector in the UK. I’ve never gone online with this story before, its something we must all remember, the moment you say or write something online it is there forever!! Anyway what they didn’t know is that I hadnbt been paid to speak before and more so I had never spoken on social media publically for more than 5 or 10 minnutes. The call came and it went along the lines of…. Hi, we have just googled online vs offline marketing ( back then I was top for this phrase!!) and you came up top of Google. They then, because I was at the top of Google , made some assumptions….. They said, you have obsiously done a massive amount of reasearch on this topic, I said…. Errr yes pretending I had done more than I ad. You obviously speak at many conferences on this topic…. Errm yes Would you consider speaking at our annual conference in a few months time…. Errm it depends on how much you are willing to pay me!! Anyway 4 months later, I spoke in front of hundreds of delegates and got amazing feedback and have not stopped working with many of the delegates and that particular sector since. I think its quite a succes story and it really simply came from 1 blog post.
- The last story I have was regarding a heated debated on linkedin, the debate was about should you trust the number 1 slot on Google to be the best result and how people cheat Google by buying exact match domains, and multiple domains known as doorway pages. The debate was focussed on SEO companies in Leeds, England where I live, there is a fight for SEO companies to appear top of their home town for some reason and I decided to demonstrate how easy this would be and therefore how meaningless it would be to appear high up for it. Anyway this blog post is one of my most visited blog posts! It probably brings me 25% of my work I took myself from position 84 in Google for SEO leeds to position 3, without doing anything but writing a blog post! It was written over a year and a half ago and still gets comments, the last one being 5 days ago! I firmly believe blogs build relationships, communities, audiences and give you and your brand the opportunity to be one step ahead and reach out to your audience.
- http://www.signupto.com/email-marketing-benchmarks/email-benchmark-2014/