DIY online marketing workshop


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Yoga Reach's DIY online marketing workshop slides from Sydney face-to-face course, held Feb 24, 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
• The importance of sharing (and caring)
• How to do it day-in, day-out.

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DIY online marketing workshop

  1. 1. DIY (face-to-face) online marketing workshopFor yoga and wellbeing businesses
  2. 2. Exercise (in groups): What’s your story?One at a time, introduce your target client to the group.Then tell your business story to your target client while yourgroup actively listens.Group members to point out:- 1. What is particularly good or memorable? 2. What is potentially problematic? 3. Does it speak to their target client?
  3. 3. Content DistributionNewsletters Email marketingBlog posts RSS feedsComments on social media TwitterArticles Article directoriesE-Books FacebookWhite Papers Book-marking sitesVideos Other ‘share’ sites
  4. 4. Discount and I will love you right now. Inspire me with insights, ideas and personal service and I will love you forever. It costs 5 or 6 times more to acquire new clients than retain old clients (Beyond Customer Service, Crisp)
  5. 5. If your business is built onrelationships, make relationships your business.
  6. 6. Content curation: RSS Feeds
  7. 7. Content curation: Google alerts
  8. 8. Content curation: Facebook
  9. 9. Content curation: Twitter
  10. 10. Exercise (in groups): Who is your client? What makes them sing? What are their fears and stresses? What makes life easier for them? What would they find useful to know? CLUE: What issues do you see arising again and againfrom your clients? (they don’t have to be yoga-related)
  11. 11. Looks count Internet users take 1/20th of a secondto decide whether they like the look of a website
  12. 12. Exercise (alone)What is your business REALLY offering clients (notwho, what, when, where, why)?What is THE most important message to communicate?What are the next 2 most important messages to prioritise?What are any major obstacles/objections that must beovercome for your clients and potential clients to purchasefrom you?
  13. 13. & 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.
  14. 14. 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/menu is clear5. The larger your site, the more important it becomes to have a a prominent search function on the site6. Ensure your web pages load quickly – this has to do with several things - the structure of your site, whether your images are optimised, whether you have flash or other technology and how good your hosting is
  15. 15. The essentials of a good Google ranking1. Search engine research2. Meta info filled out in line with search engine research3. Regularly updated with quality content4. Lower bounce rate5. Relevant, enticing and engaging headings
  16. 16. 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. So a great website that people stick around and read tells Google you have satisfied the searcher’s query.
  17. 17. Every month, more than250 million peopleengage with Facebook on externalwebsites
  18. 18. 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
  19. 19. 1. Optimise your Facebook page design Urgency, exclusivity, mystery (with the540px blacked-out section)heightby 180pxwidth
  20. 20. 2. Decide on your strategy EG: Jan – March: increase fans Apr – Jul: promote giveaway in exchange for email sign-ups Aug – Nov: make Facebook my 2nd biggest referrer of traffic to my website
  21. 21. 3. Write a schedule of contentMonday Tuesday Wednesday Thursday Friday SaturdayCommunity MY blog or Picture with Link to Yoga video Funnyinfo website quote helpful info picture Remember, content curation and content creation. Images are the #1 thing most shared on Facebook.
  22. 22. 4. Bake in an easy ‘call to action’
  23. 23. 5. Think about your desired response before you ask (Make it easy for people!) - Question of the day/poll of the day (one-word answers) - hot tip/quick tip - breaking news - did you know? - guess the caption - fill in the blank - Give days a theme (eg: flexible Friday, saucy Saturday)
  24. 24. 6. Tease people to entice them to click through to your website
  25. 25. 6. Know what your audience finds fun
  26. 26. 7. 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.
  27. 27. 7. Be a rebel 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
  28. 28. Exercise (alone)Name your objectives, in order of priority for Facebook.Write out a month-to-month overview of your Facebookstrategy.Write out a weekly schedule of content (Mon-Fri or Mon-Sat).
  29. 29. Exercise (alone)Looking at your target client, write down 5 quick ideas thatthey would find useful.Looking at your target client, write down 5 quick ideas thatthey could relate to.Looking at your target client, write down 5 quick ideas thatcould motivate them. Exercise (in twos)Now introduce your target client to your neighbor and listento their ideas for your clients.
  30. 30. Click to watch Joeon Vimeo
  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. Use what you’ve got – film what you already do.2. Make it USEFUL and RELEVANT to your audience3. ‘Garbage in, garbage out’ – avoid ambient sound and light your film.4. Save depth for a book or article – keep it short, get to the point in under 5 mins or, better yet, under 2 mins.5. Edit your film so you’ve got a very concrete beginning, middle and end (and save a surprise for the end). ‘Chunk’ or chapter delineate anything longer than 2 mins.6. Avoid using still images and cheesy music loops. Keep text graphics to a minimum.7. Humour is valuable, but valuable video does not require humour.8. Videos to create general awareness of your business need to be valuable, entertaining and short.9. Videos that convert your audience into making a large purchase need to be credible and compelling.10. Jump start your views by sharing them with bloggers and websites.
  33. 33. 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.
  34. 34. Exercise (in groups)What are 5 things that you could share that you canafford, and that illustrate what you’re good at?In exchange for: ‘introduce a friend’In exchange for: an email addressIn exchange for: an email forwardIn exchange for: a Facebook ‘like’In exchange for: a Facebook ‘share’
  35. 35. 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
  36. 36. @PopeBenedictXIV on Twitter14,451 followers, 12 Tweets
  37. 37. To register your interest in attending thisface-to-face course, go to: