2. Overview Strategy is implemented via a number of social and digital media channels, while being supported by SEO and banner advertising. Social and digital media channels include: YouTube Facebook Twitter Stumble Upon Blog
3. SEO and Banner Advertising Google sponsored links – already have link for keywords ‘Startup business funding’, ‘funding for small businesses’, and ‘small business funding’. Can use a combination of natural SEO and paid to rank blog posts for these keywords – these posts can include the created YouTube videos to further improve search engine rankings. Banner advertising on targeted websites where potential customers will likely visit: http://startupbritain.org/ http://www.bbaa.org.uk/ http://www.smallbusiness.co.uk http://www.businessgrowthfund.co.uk/
4. YouTube Create a YouTube channel, with new content added regularly to engage with customers. These videos should involve useful information for start-up companies – (‘5 steps to implement a marketing strategy’, ‘How to successfully differentiate your business from your competitors’ etc) Creates strong relationships with potential customers Include links to facebook, twitter, and website
6. Facebook Can be used in conjunction with the blog and YouTube Populate it with useful content and link with website, twitter, and YouTube etc. Engaged customers will be more likely to approach Horatio for investment.
7. Twitter Search twitter for members mentioning keywords related to angel investment – i.e ‘SME funding’, ‘start-up business help’, and ‘tips for start-up businesses’ etc. Interact with these members offering them advice – can show them to your blog for startup help. Post interesting blog articles, regularly to keep an active stream. – Possible influential bloggers and media will pick up on your tweets.
8. StumbleUpon Attract targeted potential customers Issue a survey to establish the current demographic of clients who Horatio have invested in previously and are working with now. Establish: age range, country/region, sex, interests (match these to StumbleUpon interests) Create ad on stumbleupon which goes to one of your interesting blog posts – something creative and interesting – relates to target market. Blog post should have links to face and twitter page to encourage people to ‘follow’. Base interests for the ad on the top five interests from the survey Have a clear call to action on the blog post $0.05 for a targeted visitor – much cheaper than Adwords! $250 provides you with 5000 targeted visitors, with a conversion rate of 2%, 100 customers could apply for funding.
9. Conclusion Social media can be a cheap and highly effective way of advertising. Focus on building relationships rather than ‘telling and selling’ Be interesting and creative Build trust, credibility and good will – customers will follow
