tomatomedia.com.au
How to
Build a Digital Audience
for Your Business
TOMATO MEDIA
tomatomedia.com.au
It’s not about
technology.
It’s about people,
what interests them
and talking to them.
tomatomedia.com.au
It’s called content marketing.
It’s like your own newspaper or
magazine.
At the centre sits your websit...
tomatomedia.com.au
YOUR WEBSITE
Professionally shot
pictures, and well
written words can
influence people’s
perceptions of...
tomatomedia.com.au
PERCEPTION
tomatomedia.com.au
tomatomedia.com.au
REALITY
tomatomedia.com.au
GIVE YOUR VISITORS THE MESSAGE
tomatomedia.com.au
tomatomedia.com.au
YOUR WEBSITE
An easy to one one-click
email sign-up helps
build your digital
audience
AND
INCREASE
SALES
tomatomedia.com.au
ON YOUR WEBSITE
Make buying
easy and
one-click
AND
INCREASE
SALES
tomatomedia.com.au
YOUR WEBSITE
Don’t hide your phone
number or email
address.
Make them clickable
from a phone.
AND
INCRE...
tomatomedia.com.au
YOUR WEBSITE
THIS PIE REPRESENTS
100% of
YOUR WEB TRAFFIC
LETS
GROW
TRAFFIC
tomatomedia.com.au
THERE ARE
OPPORTUNITIES TO
APPEAR IN SEARCH
CHECK KEYWORDS
WITH GOOGLE
NEW SOURCES
SUCH AS YOUTUBE
YOUR...
tomatomedia.com.au
19% DIRECT
People who type in
your url
PEOPLE WHO SAW
YOUR WEBSITE
SOMEWHERE
WORD OF MOUTH
COPYING FROM...
tomatomedia.com.au
THIS SOURCE IS GROWING
FOR RESTAURANTS AND
CAFES URBANSPOON IN
MELBOURNE
TRIP ADVISOR
YELP REVIEWS
EVER...
tomatomedia.com.au
NEWSPAPERS AND
GLOSSY MAGS DON’T
LINK SO RANK LOW
BROADSHEET TOP
SOURCE
TIMEOUT
CRIKEY!
QUALITY TRAFFIC...
tomatomedia.com.au
THAT’S MELBOURNE
#RESTAURANTAUSTRALIA
VISIT VICTORIA
6% TOURISM
RELATED
Directly
attributable
from a li...
tomatomedia.com.au
DEPENDS WHICH YOU
FAVOUR…
…AND HOW YOU USE IT
FACEBOOK?
TWITTER?
INSTAGRAM?
PINTEREST?
NOT ALL SOCIAL M...
tomatomedia.com.au
GOOGLE SEARCH
CHANGES
DRAMTICALLY
REDUCED IMPORTANCE
OF BLOGS
OFTEN SAME OLD
SUSPECTS
QUALITY TRAFFIC
1...
tomatomedia.com.au
EMAIL
FOOD AND WINE
FESTIVALS
LINKS FROM OTHER
BUSINESSES
2% OTHER
INCLUDING EMAILS
EMAILS HIGHEST
QUAL...
tomatomedia.com.au
1. MEDIA
2. EMAIL
3. BLOGS POSTS
AND
GOOGLE SEARCH
4. SOCIAL MEDIA
Let’s grow
the quality
traffic sourc...
tomatomedia.com.au
IF YOU ARE SMALL AND
UNKNOWN IT IS
DIFFICULT TO GET
MEDIA.
YOU CAN:
ORGANISE AN EVENT
WITH SOMEONE BETT...
tomatomedia.com.au
MAKE EMAIL
INTERESTING AND NOT
TOO FREQUENT
YOU CAN NOW SEGMENT
YOU LISTS WITH
MAILCHIMP.COM
MAXIMISE O...
tomatomedia.com.au
BLOG
Drives search traffic
and social traffic
1. A COMPELLING
STORY WITH A
COMPELLING HEADLINE
2. SEO Y...
tomatomedia.com.au
It’s how you share
the content that
matters and you
may want to share
it for up to two
months
http://bi...
tomatomedia.com.au
Twitter is the
Swiss Army Knife
of social media
tomatomedia.com.au
tomatomedia.com.au
tomatomedia.com.au
Source: Fastcompany
http://bit.ly/Fast314
LEARN TO STALK
OTHER PEOPLE’S
FOLLOWERS
STALK BY
LOCATION
FAV...
tomatomedia.com.au
FACEBOOK PAGES:
MORE DIFFICULT TO GET INTO
NEWS FEED
ADVERTISING LESS EFFECTIVE
AND MORE EXPENSIVE
GREA...
tomatomedia.com.au
EASY AND LOW
MAINTENANCE
VISUALS WORK BEST
EVERYWHERE
LEARN TO STALK OTHER
PEOPLE’S FOLLOWERS
STALK BY ...
tomatomedia.com.au
tomatomedia.com.au
TALK TO OPINION
FORMERS ON TWITTER
THAT INCLUDES
JOURNALISTS
STALK FOLLOWERS
STALK PEOPLE OTHERS
FOLLOW...
Upcoming SlideShare
Loading in...5
×

How to build a digital audience in food and drink in Australia

224

Published on

Published in: Food
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total Views
224
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
1
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

How to build a digital audience in food and drink in Australia

  1. 1. tomatomedia.com.au How to Build a Digital Audience for Your Business TOMATO MEDIA
  2. 2. tomatomedia.com.au It’s not about technology. It’s about people, what interests them and talking to them.
  3. 3. tomatomedia.com.au It’s called content marketing. It’s like your own newspaper or magazine. At the centre sits your website, the window into your world… …and a digital call to action • Stories • Pictures • Videos • Likes • Comments • Conversation
  4. 4. tomatomedia.com.au YOUR WEBSITE Professionally shot pictures, and well written words can influence people’s perceptions of you and your products. AND INCREASE SALES Professionally shot pie
  5. 5. tomatomedia.com.au PERCEPTION
  6. 6. tomatomedia.com.au
  7. 7. tomatomedia.com.au REALITY
  8. 8. tomatomedia.com.au GIVE YOUR VISITORS THE MESSAGE
  9. 9. tomatomedia.com.au
  10. 10. tomatomedia.com.au YOUR WEBSITE An easy to one one-click email sign-up helps build your digital audience AND INCREASE SALES
  11. 11. tomatomedia.com.au ON YOUR WEBSITE Make buying easy and one-click AND INCREASE SALES
  12. 12. tomatomedia.com.au YOUR WEBSITE Don’t hide your phone number or email address. Make them clickable from a phone. AND INCREASE SALES Call Ed Charles now 0425 736 993 edcharles@tomatomedia.com.au
  13. 13. tomatomedia.com.au YOUR WEBSITE THIS PIE REPRESENTS 100% of YOUR WEB TRAFFIC LETS GROW TRAFFIC
  14. 14. tomatomedia.com.au THERE ARE OPPORTUNITIES TO APPEAR IN SEARCH CHECK KEYWORDS WITH GOOGLE NEW SOURCES SUCH AS YOUTUBE YOUR BLOG POSTS DRIVEN BY MEDIA COVERAGE OFFLINE ACTIVITIES SUCH AS MARKETS, POSTERS, POSTCARDS, SPEAKING 54% Search Mostly Google Youtube 2nd largest search engine
  15. 15. tomatomedia.com.au 19% DIRECT People who type in your url PEOPLE WHO SAW YOUR WEBSITE SOMEWHERE WORD OF MOUTH COPYING FROM A NON- CLICKABLE SOURCE WEBAPP FROM PHONE SAVED IN BROWSER DARK SOCIAL CAN’T BE TRACKED. EMAILS INSTANT MESSAGING
  16. 16. tomatomedia.com.au THIS SOURCE IS GROWING FOR RESTAURANTS AND CAFES URBANSPOON IN MELBOURNE TRIP ADVISOR YELP REVIEWS EVERYTHING AND GROWING GOOGLE REVIEWS IMPORTANT FOR BEING FOUND IN SEARCH FACEBOOK REVIEWS 10% REVIEWS Review sites such as Urbanspoon and Yelp! Ultimate personal endorsement Quality traffic
  17. 17. tomatomedia.com.au NEWSPAPERS AND GLOSSY MAGS DON’T LINK SO RANK LOW BROADSHEET TOP SOURCE TIMEOUT CRIKEY! QUALITY TRAFFIC 7% MEDIA Directly attributable from a link
  18. 18. tomatomedia.com.au THAT’S MELBOURNE #RESTAURANTAUSTRALIA VISIT VICTORIA 6% TOURISM RELATED Directly attributable from a link
  19. 19. tomatomedia.com.au DEPENDS WHICH YOU FAVOUR… …AND HOW YOU USE IT FACEBOOK? TWITTER? INSTAGRAM? PINTEREST? NOT ALL SOCIAL MEDIA TRAFFIC TRACKED CAN TRACK TRAFFIC USING GOOGLE URL BUILDER 2% SOCIAL MEDIA Directly attributable from a link Quality traffic
  20. 20. tomatomedia.com.au GOOGLE SEARCH CHANGES DRAMTICALLY REDUCED IMPORTANCE OF BLOGS OFTEN SAME OLD SUSPECTS QUALITY TRAFFIC 1% BLOGS Directly attributable from a link
  21. 21. tomatomedia.com.au EMAIL FOOD AND WINE FESTIVALS LINKS FROM OTHER BUSINESSES 2% OTHER INCLUDING EMAILS EMAILS HIGHEST QUALITY TRAFFIC SOURCE
  22. 22. tomatomedia.com.au 1. MEDIA 2. EMAIL 3. BLOGS POSTS AND GOOGLE SEARCH 4. SOCIAL MEDIA Let’s grow the quality traffic sources
  23. 23. tomatomedia.com.au IF YOU ARE SMALL AND UNKNOWN IT IS DIFFICULT TO GET MEDIA. YOU CAN: ORGANISE AN EVENT WITH SOMEONE BETTER KNOWN HAVE AN EXPERTISE ABOUT AN ISSUE BE CREATIVE OPPORTUNITIES ARE FEW 1. MEDIA Fragmenting but still the old brands are the best.
  24. 24. tomatomedia.com.au MAKE EMAIL INTERESTING AND NOT TOO FREQUENT YOU CAN NOW SEGMENT YOU LISTS WITH MAILCHIMP.COM MAXIMISE OPENS RATES MAXIMISE CLICK THROUGHS WORK OUT CREATIVE WAYS TO BUILD YOUR EMAIL LIST BEYOND WEB SIGN-UPS 2. Email
  25. 25. tomatomedia.com.au BLOG Drives search traffic and social traffic 1. A COMPELLING STORY WITH A COMPELLING HEADLINE 2. SEO YOUR LINKS AND PICTURES 3. BUT. YOU HAVE TO PROMOTE IT HARD TOO.
  26. 26. tomatomedia.com.au It’s how you share the content that matters and you may want to share it for up to two months http://bit.ly/buff314 Source: bufferapp.com
  27. 27. tomatomedia.com.au Twitter is the Swiss Army Knife of social media
  28. 28. tomatomedia.com.au
  29. 29. tomatomedia.com.au
  30. 30. tomatomedia.com.au Source: Fastcompany http://bit.ly/Fast314 LEARN TO STALK OTHER PEOPLE’S FOLLOWERS STALK BY LOCATION FAVOURITE COMMENT FOLLOW
  31. 31. tomatomedia.com.au FACEBOOK PAGES: MORE DIFFICULT TO GET INTO NEWS FEED ADVERTISING LESS EFFECTIVE AND MORE EXPENSIVE GREAT CONTENT STILL WORKS. OFTEN NEED TO POST MULTIPLE TIMES. AVOID TOO MUCH PROMOTION 80/20 INTERESTING VS PROMOS Leverage your personal Facebook profile
  32. 32. tomatomedia.com.au EASY AND LOW MAINTENANCE VISUALS WORK BEST EVERYWHERE LEARN TO STALK OTHER PEOPLE’S FOLLOWERS STALK BY LOCATION LIKE COMMENT FOLLOW ALL OF THE ABOVE WORKS FOR TWITTER TOO.
  33. 33. tomatomedia.com.au
  34. 34. tomatomedia.com.au TALK TO OPINION FORMERS ON TWITTER THAT INCLUDES JOURNALISTS STALK FOLLOWERS STALK PEOPLE OTHERS FOLLOW STALK TWITTER LISTS STALK INSTAGRAM LIKES STALK BY GEOTAG IN SUMMARY: Know your audience Be awesome Be Interesting Talk about other people Share, link, like and comment Pictures are worth 1,000 words
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×