Digital Marketing for Manufacturing on a Shoestring Budget
•
1 like•880 views
Digital marketing expert Phillip Parisis will explain why manufacturing businesses needs digital and offer quick fire ways to ensure that you get results online. From creating a digital marketing strategy for increasing your presence online through maximising returns on your website, social media and automation processes.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Digital Marketing for Manufacturing on a Shoestring Budget
Similar to Digital Marketing for Manufacturing on a Shoestring Budget (20)
Recently uploaded
Recently uploaded (20)
Digital Marketing for Manufacturing on a Shoestring Budget
- 2. About Digital Producer, Australian Business Consulting & Solutions Phillip has over 10 years' experience in strategizing, creating and developing web solutions, lead funnels and optimising conversions for ASX200 listed companies, large and small online retailers and small businesses. Phillip's background also includes lecturing in web design principles and digital marketing strategy.
- 4. The Flow • Why You Need It • Strategy 1 Content Marketing • Strategy 2 Social media • Strategy 3 Social Media Automation • Q&A
- 5. WHY YOU NEED IT
- 8. • If you don’t plan, you plan to fail • Without a clear plan it’s not worth doing PLAN The WHY
- 9. • Research your target market online - Who are they? - What do they want? - What can we offer them? - How do we reach them? • Use tools or surveys to find out more about them - SurveyMonkey - Facebook Insights - LinkedIn AUDIENCE The WHY
- 10. • We love stories • Create a narrative to suit your audience. • Why does my customer care about my story • What emotions does the story evoke • How does the story create action STORY The WHY
- 11. • What channels do you focus on - Content marketing (Blog, Website) - Social media (Facebook, Instagram, Twitter) - LinkedIn - YouTube - Vine CHANNELS The WHY
- 12. • What to do • When to do it • Who is going to do it • How much you want to spend PROCESS The WHY
- 13. • What are you going to say? - How to (blogs) - eBooks (pdfs) - Status Updates - Images - Video CONVERSATIONS The WHY
- 14. • What worked? • What didn't work • Return on investment • Rinse and repeat success • Benchmark MEASUREMENT The WHY
- 15. AUSTRALIA ONLINE 14.3 mill Aussies go online monthly 72% of those go online everyday 7.8 mill Aussies shop online 75% of purchases are from Aussie retailers More than ½ Aussies have smartphones 32% access internet through mobile DigitalBusiness.gov.au 2012 Strategy 1 Content Marketing
- 17. What is Content Marketing?
- 18. What does content marketing look like?
- 20. Use Content Marketing to 1. Attract new customers searching for topics aligned to your business 2. Proactively provide customer service 3. ‘Bribe’ people for their contact details 4. Encourage customers to take certain actions 5. Align your brand with a certain perception
- 21. Example – Michelin Guide André and Edouard Michelin foresaw that for the automobile to be successful, motorists had to be able to find places to refuel, charge their batteries or change their tires wherever they traveled.
- 22. Create EPIC Content 1. Solve problems 2. Provide customer service 3. Show thought leadership 4. Get your face out there 5. Or your voice
- 23. Example - Articles Richard Branson is one of the top influences on LinkedIn and probably in the Entrepreneurial world. His articles are viewed and shared millions of times. Become the Richard Branson of your industry.
- 24. Example - Videos Appliances Online uses video content to help sell their products. Traditionally you would buy a fridge at your local appliance store. They educate and make recommendations. E.g. small family or large family etc.
- 25. Why does it all matter?
- 26. Google LOVES content marketing
- 27. Your Customers are using Google to find solutions to Problems
- 29. Remember…
- 30. Create content that your market is interested in and…
- 31. PLAN YOUR STRATEGY FIRST!
- 32. Strategy 2 Social Media
- 36. Instagram – Start 1. Download App on IOS or Android phone 2. Create an username for your business 3. Take picture or 15 second videos 4. Add effects 5. HASHTAG are like keywords related to your industry or audience e.g. #weddingvenue #weddingdress #luxury #fashion
- 37. Instagram – Strategy 1. #hashtags – Conduct a keyword research to see which are the most popular Instagram #hashtags around your product category/ industry. 2. Find large accounts that your target customers are following and ask them to publish images with your products. If they’re willing to do that they usually have their email address in their profile description or offer $. 3. Follow your competitor’s followers. Comment and Like their posts. Comments should feel natural. 4. Hyperlinks don’t work on Instagram posts, but they work on your bio so, a good strategy when posting on other accounts is to ensure your Instagram username is in the photo description, so that you get as many people as possible checking your profile. 5. Your Instagram posts should feel as natural/ personal as possible. • No filter photos have higher impact.
- 38. Don’t think because it’s visual it doesn’t suit your industry. There is always a story to be told
- 39. Research – #hashtags Use TAGBOARD.com
- 40. Research – #hashtags Search for keywords that suit your industry or products
- 41. Research – #hashtags # Luxury 5 posts/min
- 43. Getting your product out to Instagram influences
- 47. Remember…
- 49. Getting your product out to Instagram influences
- 50. Strategy 3 Social Media Automation
- 51. What is Social Media Automation
- 52. Did you know you don’t have to sit on Facebook, Twitter, Google + or Linkedin all day just to have success on Social Media
- 58. Remember to PLAN
- 59. Download free resources at: www.MarketingSuccess.com.au Thank you: Phillip Parisis
Editor's Notes
- Digital Marketing forManufacturing on a Shoestring Budget
- LAILA: Your BIO And joining me today is our Digital Producer Phillip Parisis Phil: BIO
- PHILLIP: To ask us any questions through this presentation you can use the CHATBOX to your left. OR # us on twitter using #ABCSWEBINAR We will be monitoring this all though the presentation.
- LAILA: Why you need it Strategy 1 Strategy 2 Strategy 3 Summary PHIL: And of course our 15 mins Q and A session where we answer your questions.
- Half the money I spend on advertising is wasted. The trouble is I don’t know which half – john Wanamaker
- Here is a graphic representation on the steps you take to strategies before you get started in anything digital. You start with the PLAN, Move onto finding your perfect audience that will buy your product. Create a narrative that you can bring your product or service to life Decide on the channels you want to market to (generally where your audience loves to hang out) Building a process around distribution your story through channels to your audience Keep the conversations going or keep listening to your audience And measure everything.
- Failing to strategically map out your company’s marketing objectives, audiences and approaches will contaminate – and seriously limit – all your marketing
- Your target audience or your customer persona is single biggest mistake people make in digital and traditional marketing. Without your audience you are fishing where the fish don’t exist. Its important to: Research your target market online - Who are they? - What do they want? - What can we offer them? - How do we reach them? Use tools or surveys to find out more about them - SurveyMonkey- Facebook Insights- Linkedin
- We love stories Create a narrative to suit your audience. Why does my customer care about my story What emotions does the story evoke How does the story create action
- What channels do you focus on - Content marketing (Blog, Website) - Social media (Facebook, Instagram, Twitter) - LinkedIn - YouTube - Vine
- With the process its all about: What to do (e.g paid, write articles etc. When to do it Who is going to do it (staff, yourself, agency) How much you want to spend
- Conversations What are you going to say? - Thought leadership (articles) - How to (blogs) - eBooks (pdfs) - Status Updates - Images - Video
- Measurement is the only way to see if your digital strategy is working. If you cant measure. Don’t do it. In measurement you need to check. What worked? What didn't work Return on investment Rinse and repeat success Benchmark
- Content marketing
- if you look at the top digital marketing trends for 2015 you can clearly see that content marketing is the clear winner. Then Big data which you can gain from content marketing and in third Marketing Automation.
- So what is content marketing?
- What does content marketing look like? Well its everywhere.. Every article, images, sound clip webinar, presentation, video on the internet is considered CONTENT MARKETING.
- What works with content varies considerably depending on the audience you are trying to attract. Social media content marketing is very popular as you can see here. Along with newsletters, articles, blogs, Case studies, videos etc… Popularity does not mean that it will make you money so each content piece should be planned for your audience. Something that works for one industry does not work for others.
- Use Content Marketing to
- André and Edouard Michelin foresaw that for the automobile to be successful, motorists had to be able to find places to refuel, charge their batteries or change their tires wherever they traveled. The MICHELIN guide was therefore created to offer drivers all of this useful information, free of charge. From the days of mapping war-torn France to the present, in which Michelin tread outfits both Ultra High Performance sport vehicles and Babolat tennis shoes, the company has progressed from two brothers repairing a bike to a nearly $15 billion dollar company. And though travel has changed in the last century, Michelin’s approach of offering the best tools to enhance travel has remained the same.
- To be successful in content marketing remember to create EPIC content. Go above and beyond. Create content to: Solve problems Provide customer service Show thought leadership Get your face out there Or your voice
- Example articles on Linkedin
- Example videos from Appliances Online doing product demos
- So why does it all matter? Why spend the money and the time to get all this content together and out there?
- its because GOOGLE loves content marketing. Here is an example of APPLICANES ONLINE search results in the ORGANIC section of the website. When you search for a WESTINGHOUSE FRIDGE.
- Your Customers are using Google to find solutions to Problems
- Not so much a trend but an important aspect of your site.. Is building trust A website will give you the opportunity to show people that you are credible - with a real product or service that offers real value. By using testimonials, you then create a credible, unbiased sales pitch that comes directly from the people who have brought your product. This is powerful. <exmple hubspot> testimonials for every product and from different sizes of business The importance of word of mouth cannot be underestimated. When I go out to dinner .. I check out the restaurant on Yelp or Urban Spoon and see what people have said about it When I stay somewhere overseas or here in Australia .. I now book through a site called Air BnB .. I read the reviews and I can also see if any of my friends on facebook has stayed at a particular place and what they thought of it. If I go on a tour .. I check out what people are saying on trip advisor. If you get bad reviews – answer them .. And show that you are doing something about the problem
- Why do we plan Because the more thought that goes into the planning the less expensive the process will be A website is build in a framework (its what we call site architecture) .. Every time you make changes to this framework it will cost you money. So its best to think of everything you want to do up front You can choose to use templates or a custom A template you need fit in with a certain format that is defined for you A custom website means you can choose how you want it to look and feel.
- Create content that your market is interested in and…
- PLAN YOUR STRATEGY FIRST!
- Now to continue on our next strategy – Ill pass you on to Phil Parisis. Strategy two is all about social media. These two good looking guys, Co-founders, Kevin Systrom and Mike Krieger, from INSTAGRAM are 4 billion dollars richer after being acquired by facebook.
- Social Media Explained On Donuts
- Lets think out side of the box and get into a strategy that involves INSTAGRAM. What is INSTAGRAM? Instagram is a fun and quirky way to share your life with friends through a series of pictures. Snap a photo with your mobile phone, then choose a filter to transform the image into a memory to keep around forever
- So here is an example of an instagram post straight from my insta (what the cool kids call it) account. This particular image is from Dappertime.com which sells watches and accessories. You can see by the update the words The Only 50 shades of grey… and then you can see who they are linking or sharing curating the image from @delizioso_amore And then you can see the hashtags #dappertime #dapper #50shadesofgrey @menstyle. You can see the 2207 people have liked this. Its massive exposure for the brand Dappertime from a piece of content that is not even theirs.
- Instagram – Start
- Instagram – Strategy
- Don’t think because it’s visual it doesn’t suit your industry.
- So lets get straight into the researching of hashtags. Without the hashtag you limit who can see your hashtag. You would be restricted to your friend on instagram and facebook. (You can post directly to facebook through instagram. So you need a way to find out popular hashtags in your industry. Using tagboard.com Search for a keyword that is aligned with your product or industry
- If I type in luxury you can see it also recommends other hastags that are being used.
- You get an idea of what sort of content is being shared and how many status updates a min have #luxury inside. If your audience is after luxury items they would align with some of the images and examples you can see to the right. Clicking on any of the images would show you how many people have liked the picture and how many people are interacting with the accounts.
- Using hashtags you can discover large INFLUENCERS in your market. People that are insta famous would be a great way to get your product or service in-front of the right audience. These social celebrities would be a lot cheaper to target and would sometimes promote your products if they receive something for free from you.
- Here is a great example of an influencer. Doesn’t need to say much or use any hashtags but they have a very large audience. Lucky You Super Berry Cacao Smothie is a great product placement. If you look at the comments on the right you will also see people asking about the nails and the sun glasses.
- The concept of following your competitions followers allows you to get a better idea of who you are trying to target.
- Following the competitions followers especially if they are bigger company is a great idea because you get to see what customers are saying and what you can work on improving or developing.
- Always have a hyperlink back to your website on your BIO as it’s the only LINK that will click back to your website.
- Why do we plan Because the more thought that goes into the planning the less expensive the process will be A website is build in a framework (its what we call site architecture) .. Every time you make changes to this framework it will cost you money. So its best to think of everything you want to do up front You can choose to use templates or a custom A template you need fit in with a certain format that is defined for you A custom website means you can choose how you want it to look and feel.
- Natural works well on linkedin.
- You only make money when you get people back to your website.
- Strategy Number 3 – marketing automation. You may have heard of this
- What is Social Media Automation
- Did you know you don’t have to sit on Facebook, Twitter, Google + or Linkedin all day just to have success on Social Media
- Social Media Automation BUFFER AND HOOTSUITE
- What is Social Media Automation using buffer
- What is Social Media Automation using buffer to schedule
- What is Social Media Automation using buffer to make suggestions
- Social Media Calendar
- Remember to PLAN