Byron presentation

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Yoga Reach online marketing intensive course, held in beautiful Byron Bay on August 1, 2012.

Topics covered:
• The story behind your business and why you need one
• The secrets of website marketing
• The essentials of gaining a good Google ranking
• How to use Facebook for business effectively
• Video marketing basics
• Email marketing to pull it all together
• Your marketing plan and how to do it day-in, day-out.

Register your interest in attending our next course: http://www.yogareach.com.au/online-marketing-course
Get in touch if you'd like us to come to your town or city to present this course: http://www.yogareach.com.au/contact

All participants left with their own marketing plan. Now the real work begins....

(I can't promise it'll be easy but I can promise it'll be worth it.)

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Byron presentation

  1. 1. Online marketing intensiveFor yoga and wellbeing businessesHeld in Byron Bay, August 1, 2012 http://YogaReach.com.au http://Facebook.com/YogaReach http://Twitter.com/YogaReach http://Youtube.com/YogaReach
  2. 2. People do not buy what you dothey buy why you do it.~ Simon Sinek, ethnographer
  3. 3. What do you do?
  4. 4. What’s unique about you?• You already have skills, talents and experiences that are valuable.• You need to communicate clearly what is exciting about yourself that people want to tell others about. Something which is UNIQUE to you. What core ideas am I known for? What could be my flagship idea? What do people keep asking me about? What do people value in me? What benefits do I provide to others?
  5. 5. Your ideal client• is ready for what you have to offer.• makes a decision based on desire and not fear.• will benefit the most from what you’re offering.• values what you offer more than what it costs.• is willing to pay more than full price (see above).• shares similar values with you.• looks to you as an authority, expert, artist, visionary.
  6. 6. Content DistributionNewsletters Email marketingBlog posts RSS feedsComments on social media TwitterArticles Article directoriesE-Books FacebookWhite Papers Other ‘share’ sitesVideos Book-marking sites
  7. 7. To own your own factorynowadays, you need:– a computer– internet connection– a bright idea– energy and passion~ Key Person of Influence,Daniel Priestley
  8. 8. Google’s Zero Moment ofTruth Report revealed thatthe average shopper used10.4 sources of informationto make a decision in 2011,up from 5.3 sources in2010It doubled in ayear.Those 10.4 sources range from TVcommercials and magazine articles,to recommendations from friendsand family, to websites, ratings andblogs.
  9. 9. If your business is built on relationships, make relationships your business. It costs 5 or 6 times more to acquire new clients than retain old clients (Beyond Customer Service, Crisp)
  10. 10. Content curation: RSS Feeds
  11. 11. Content curation: Google alerts
  12. 12. Content curation: Facebook
  13. 13. Content curation: Twitter
  14. 14. Discount and I will love you right now. Inspire me with insights, ideas and personal service and I will love you forever.
  15. 15. Looks count Internet users take 1/20 th of a secondto decide whether they like the look of a website
  16. 16. Google.com & Google.com.au power 87% of searches in Australia(Feb 2010). 1 billion for the first time in May 2011.Unique visitors to Google toppedHalf of all searches are abandoned after the first page of results and80% are abandoned after the second page.Search engine optimisation helps you achieve highpage rankings.
  17. 17. Tips to improve your website bounce rate1. First impressions count: professional design2. Ensure your on-page content is relevant to your meta information3. Maintain top rankings for your business name4. Ensure your navigation is clear5. The larger your site, the more important it becomes to have a prominent search function on the site6. Ensure your web pages load quickly (dependent on your hosting, image optimisation, Flash or other slow-loading widgets)
  18. 18. The essentials of a good Google ranking1. Search engine research to determine your target key phrases2. Meta info written in line with research3. Links to your site from websites that rank well for your target search phrases4. Website regularly updated with quality content5. Lower bounce rate6. Relevant, enticing and engaging headings
  19. 19. The secret of gaining a good Google ranking Make your website visitors happy! Google’s job is to give people the info they seek – and quickly. A low bounce rate combined with a high ‘time on page’ tells Google that your site has satisfied the searcher’s query.
  20. 20. Every month, more than250 million peopleengage with Facebook on externalwebsites
  21. 21. March 2010 – Facebook’s overall web traffic surpassed Google for the first time. Google gets around 9.3% of all world wide web traffic, while Facebook gets just over 7%.11,131,000 Aus users
  22. 22. 1. Optimise your Facebook page designCover image: 851px by 315px App thumbnail images:Profile image: 180px by 180px 111 by 74px.
  23. 23. 2. Decide on your strategy Jan–Mar: increase fans Apr–Jul: competition for email sign-ups Aug–Nov: FB to be my 2nd largest website referrer * Give days a theme (Monday manifesto, flexible Friday)*
  24. 24. 3. Write a schedule of content Monday Tuesday Wednesday Thursday FridayMonday Repost an Link to blog Post an article Entertainingtheme (such image post with on yoga content, suchas ‘Sankalpa: comment and as videoset your week image fromup right’) postPost an article Post an article Repost an Repost an Ask a questionon yoga on yoga image image Images are the #1 thing most shared on Facebook. Wednesdays are the days when people are most likely to share content (AddThis.com)
  25. 25. 4. Include an easy ‘call to action’
  26. 26. 5. Think about the response you wantbefore you ask (& make it easy for people!) - Question of the day/poll of the day (one-word answers) - hot tip/quick tip - did you know? - guess the caption - fill in the blank
  27. 27. 6. Tease people to entice them to click
  28. 28. 7. Know what your audience finds fun
  29. 29. 8. Ask for feedback on your businessa) Shows you care about your fansb) Feedback can be invaluable and helps you test changes before you make themc) Creates excitement and curiosity about upcoming events and changes.
  30. 30. 9. Be original with your promotions a) Try something different b) Get fans involved in creating content for your promotion c) Keep the ask on par with the prize
  31. 31. Why Joe works1. It was created by BodyMindLife fans.2. The competition entries were able to be used by BodyMindLife – in effect, their fans created their marketing materials.3. The prize of a teacher training scholarship attracted people who were BodyMindLife’s target audience – people hugely enthusiastic about yoga who want to learn from BodyMindLife.4. The effort required is perceived by entrants as less than the value of the prize.5. The entries and momentum of the competition attracted other people to BodyMindLife through Facebook, Twitter, email newsletters, etc.6. AND, Joe is funny, cute and relatable (“shut up hippie!”)
  32. 32. Top 10 Video Marketing Tips1. Make it USEFUL and RELEVANT to your audience.2. Avoid ambient sound and light your film well.3. Keep it short, get to the point in under 5 mins or (better!) under 2 mins.4. Edit in a clear beginning, middle and end (save surprise for the end). ‘Chunk’ or chapter delineate anything longer than 2 mins.5. Avoid still images and cheesy music loops. Keep text graphics to a minimum.6. Humour is valuable, but not essential.7. Share your videos with bloggers and websites.
  33. 33. Email marketing – growing your database1. Offer a smart incentive in return for an email sign-up2. Make it mandatory for clients signing up online3. Put your E-news sign-up on every page (top right)4. Consider a pop-up window with your sign-up incentive5. On your Facebook page6. Manually collect – where people sit7. In your email footer8. In your E-News itself9. At check-out10.Networking events11.Turn your incentive into an ad
  34. 34. Secret email supercharge: Auto-responders“ Your CD has been gently taken from our CD Baby shelves with sterilizedcontamination-free gloves and placed onto a satin pillow.A team of 50 employees inspected your CD and polished it to make sure it was inthe best possible condition before mailing.Our packing specialist from Japan lit a candle and a hush fell over the crowd as heput your CD into the best gold-lined box that money can buy.We all had a wonderful celebration afterwards and the whole party marcheddown the street to the post office where the entire town of Portland waved “BonVoyage!” to your package, on its way to you, in our private CD Baby jet on thisday, Friday, June 6th.I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture ison our wall as “Customer of the Year.” We’re all exhausted but can’t wait for youto come back to CDBABY.COM!!
  35. 35. Essential email elements1. Subject line, subject line, subject line2. Personalise your emails (‘Hello Bunny!’)3. Use images (and use ‘image alt tags’)4. Host your content on your website and link each newsletter item5. Don’t forget your calls to action! (‘book now’, ‘call’, ‘read more’, ‘click here’)6. Use an occasional plain text email for a targeted call to action7. Don’t forget the essentials: * your full business address * your phone number * your email address * a ‘view in browser’ option * a directive (or three!) * an unsubscribe link * an ‘update your preferences’ link.
  36. 36. Why do you think people share?• They like to be helpful to their friends/family• They hope to give something of practical value today in the hope that you’ll return the favour tomorrow• They have an incentive to do so, such as a prize• They like to go ‘in the loop’ or ‘in the know’ to make them important. You can’t show off information without giving it away.
  37. 37. The importance of sharing (and caring) “I can do things you cannot, you can do things I cannot; together we can do great things.” Mother Teresa
  38. 38. @PopeBenedictXIV on Twitter14,451 followers, 12 Tweets
  39. 39. Message BEFORE medium Keep your target client at the heart of all you do. Think “Yes, AND…” and “Yes, BUT” when seeking to add to debate. Remember, what’s the value at the center of my business?
  40. 40. Don’t get stuck on ONE MEDIUMCater your KEY MESSAGES to as manydifferent mediums as you can.
  41. 41. Get very clear on what it is that you are actually doingfor people regardless of what they are paying you for.Once you have that in mind and on paper, change yourtitle.Change the name of your service or thepackaging of your product. Make sure itreflects what you are actually doingbecause what you actually do is worthso much more than what you think youare doing right now.~ Tara Gentile, The Art of Earning
  42. 42. Don’t opinion-surf Don’t ask all and sundry for their opinion. Seek opinions of those who you respect.
  43. 43. Review & AnalyseEvery weekEvery monthEvery 3 monthsEvery 6 monthsEvery year
  44. 44. Ideas are worthlessImplementation is everything
  45. 45. http://YogaReach.com.auhttp://Facebook.com/YogaReach http://Twitter.com/YogaReach http://Youtube.com/YogaReach

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