Ad:Venture Marketing Masterclass
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Marketing masterclass with Jonny Ross, online and offline marketing, from scarcity marketing to email marketing!
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Ad:Venture Marketing Masterclass
- 1. ……………………………………………………………………………………………………………………………………………………… Title: Marketing Masterclass Presenter: Jonny Ross
- 3. Objectives • Overview of all the main marketing channels • Identify who to talk to and what messaging • Find out where your target audience is • Ultimately be more strategic with your marketing
- 4. What are your business and marketing goals?
- 5. 7 P’s of Marketing • Product/Service - The Product should fit the task consumers/businesses want it for, it should work and it should be what they are expecting to get. • Place – The product should be easily available – what markets, locations etc. • Price – Clear pricing – doesn’t have to be cheapest • Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social Media are all key communication tools for an organisation. These tools should be used to put across the organisation’s message to the correct audiences in the manner they would most like to hear, whether it be informative or appealing to their emotions.
- 6. 7 P’s of Marketing • People – All companies are reliant on the people who run them from front line Sales staff to the Managing Director. Having the right people is essential because they are as much a part of your business offering as the products/services you are offering. • Processes –The delivery of your service is usually done with the customer present so how the service is delivered is once again part of what the consumer is paying for. • Physical Evidence – How do we create trust, how do we reassure, what literature do we have, how do we deliver the service
- 7. Types of Marketing • Advertising • PR • Sales Promotion • Social Media • Email • Storytelling • Sponsorship • SEO • Influencer Marketing / Recommendations / Word of mouth • Cause / Charity / Petitions • Scarcity • Seasonal • Direct Mail • Telemarketing • Inbound Marketing • Promotional/Freebies • Content Marketing • Events / Round Tables • Personal Selling / Networking / Speaking
- 8. Personas & Target Audience
- 9. Building Trust • Influencers • Stories • Case Studies • Thought pieces • Associations • Reviews • Collaborations
- 10. How will you build trust?
- 11. Power of SEO and how it integrates
- 12. Search Engine Optimisation • Create great content • Ensure this content is accessible to search engines. • Make pages unique and relevant • Make the content popular • Good PR (Traditional PR…online)
- 15. Off site • Relevancy • Links • Reviews • Reputation
- 16. @jonnyross @fleek_marketing @DigiEntLEP in/jonnyross
- 17. Offsite SEO / Link building • Directories • Articles • Guest Blogging • Press Releases • Social Bookmarking • Social Sharing • Local Engagement • Suppliers • Video • Blog / Forum commenting • Writing a column • Mention people • Petitions • Link Out • Image creation • Webinars • Interviews • Awards • Ask friends • Create Link bait! • Reviews • Client Testimonials • Broken Link Building • Stalk Competitors for ideas • Offers/coupons/deals • Infographics • Buyers Guides • Calculators • Trade Associations • Local Media • Local Charity • National Charity • Trade Events • Sponsorship opportunities • Quizzes
- 18. Keywords • Answer the public • Storybase • Question Samurai • Keyword.io • Buzzsumo Question Analyzer • SEMRush • KWFinder • Quora • Google autocomplete • People also ask box
- 19. Keyword Exercise • List 10 keywords • Explore different parts of the business • What questions might people type into google?
- 20. Calendars
- 21. Editorial Calendar sounds so complex… • People think it needs to be fancy and detailed • Two advantages; planning and accountability • There are lots of ways to create an editorial calendar, but let’s keep it simple
- 22. Step 1: Make a list of key dates for the year • Product launches • Events / trade shows • Marketing campaigns • Promotions • Holidays • Sporting events • Key milestones • This date in history • TV Programmes • National Days / Weeks • Charity Campaigns • National Competitions • Themed months? • Patterns ( 4 blogs and 1 case study per month
- 23. Step 2: Add these to your Roadmap
- 24. @jonnyross @fleek_marketing @DigiEntLEP in/jonnyross Event Calendar Template https://goo.gl/fbYUx4
- 25. Step 4: Open a Google Spreadsheet • Sole Trader or maybe 4 staff..? • Use Google so it’s easy to share and update • Everyone with permission can have access • It’s a live spreadsheet
- 26. @jonnyross @fleek_marketing @DigiEntLEP in/jonnyross Content Calendar Template https://goo.gl/eV8U0Y
- 27. Key Dates & Events?
- 28. Challenge me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? Find me online @jonnyross LinkedIn/in/jonnyross
Editor's Notes
- So for me SEO is common sense its nothing more than Create great content Ensure this content is accessible to search engines. Make pages unique and relevant Make the content popular
- For me there are two distinct sides to SEO, onsite and offsite Onsite being your own website and offsite being everything else online that has something to do with you w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Keywords Content Technical Aspect Usability
- Relevancy Links Reviews Reputation
- You then need to make a list of alll your products and services, adding to it keywords you would expect to be found for, but aren’t, Or ones you would like to be found for. You can then take some of these keywords and have a play with Google search. This then helps identify more keywords that users search and shows you opportunities that you may not have thought about and considered. Giving you suggestions that could be good for your webstore. Keep adding more words to excel and then go to the next tool semrush
- So a link profile can be built using some of the following There is a list on the screen, but I am just going to highlight some of them. Posting to directories These can be divided into three groups – General, Niche & Local. General would be directories such as White or yellow pages and so on. Niche obviously refers to directories relating specifically to your area of business, and local is anything based in your own area. All three can be useful, and while they may not attract so many visitors as other methods mentioned, they can be very useful in terms of mapping your location and influencing your ranking on Google Maps. Link Directories There are two basic varieties here – General Link Directories, which accept basically anything and everything, and Niche Link Directories, which are industry specific. The former, are really not worth investing time in – the sheer volume of links is immense and consequently the links are not terribly credible and these sited generally have a poor page rank. By all means, submit to one or two each month for the sake of link diversity, but do not consider these sites a priority. Niche directories on the other hand, can be very worthwhile as they specifically target people interested in your field. For example, if you run a Party Goods Website, directories focusing on Event Management, Entertainments and the like, are more likely to be accessed by people that your site will be of use to. The more selective choice of links published also contributes to the directory site having a better page rank, giving your own link more credibility. Guest blogging Many blogs are happy to accept relevant, well written guest posts, and will link back to your site in exchange for quality content. A link to your site on a relevant blog, can attract a huge amount of new traffic and do wonders for your Google rank – especially if the site you’re posting on already has a high rank of its own. Articles & Press releases Submitting an article, or press release to sites such as Article Dashboard or 24-7 Press Release can be a great way to expose your link to a new and wider audience. Don’t allow your standards to slip though – only submit content you would be happy to have on your own site, as it is still a direct representation of you. Also, don’t be tempted to submit the same content to a dozen different sites – it will be noticed, and do your site more harm than good. Keep your content unique and useful and this can be a worthwhile exercise. Social bookmarking Much like Social Networking, Social Bookmarking when it is social bookmarking sites done well, can be a very valuable tool. As with Facebook & Twitter, StumbleUpon & Digg buttons are an almost essential part of any great web design. Again, there are a huge number of platforms to choose from, so do a little research and decide which are a good fit for your project. Social sharing Facebook, Twitter, Pinterest… love them or hate them, social networking is here to stay. In an age of smart phones and a need for constant, current information, any website not giving it’s readers the option to follow them on their favourite network, is taking a big risk. Social Networks allow you to build a community around your brand, encourage users to share your content, and ultimately, widens your potential audience. Initially setting up the pages can be time consuming, but it really is worth it in the long run. If you’re overwhelmed by the variety available, pick perhaps three of the most popular networks and concentrate your efforts on those. Personally, I’d recommend Facebook, Twitter, and Pinterest is a good third as a current rising star of the online world. Local engagement, with local shops and communities If you have a bricks and mortar retail unit, speak to local shops and local communities to see if you can guest blog, link to each other, offer each other resources online. Do something for charity This tends to get the charity or a online article linking to you Suppliers Speak to suppliers and see if they will link to you Blog Commenting A quick search for ‘[your niche] blog’ will return countless results of blogs you can get commenting on, and this can be a great way to build new links. Be selective though – choose blogs that are relevant to your business, and make your comments useful and relevant too – avoid just a ‘great post!’ or ‘I agree!’ – These just look spammy and won’t encourage people to visit your site. forum commenting (babycentre, mothering.com, for baby related products, charity forums for particular audiences.. Maybe animal trust for pet related etc) Create Link Bait Link Bait is any content or feature, within a site, designed to catch people’s attention and interest. A funny photo, a great info graphic, a must have app… Anything that people are drawn to and feel compelled to share with their network. Of course, this list is by no means exhaustive. There are many other ways of successfully building links, but if you’re just starting out, these ideas can help build a solid foundation to build on. Remember too, that linkbuilding is not just about getting your name out there. It’s about networking, building relationships and trust to grow a solid, diverse and ever expanding profile of back links to your site. Use the ideas above and challenge yourself to create ten new backlinks today. Do the same tomorrow, and then again everyday for a week. As your traffic grows, you’ll see for yourself how worthwhile the process is. Good Luck! Trying to utilise all of these different web properties to create a solid spiders web around your site
- An editorial calendar will help you to plan ahead, link blogs to seasons and events, and ensure you have a good variety of blog topics to appeal to all your customers and showcase your whole product range. If you have more than one blogger, it also helps you to know who is writing what and to plan submission and posting dates. Make the calendar work for you. Yours might include things like: season; theme; products featured; keywords; target reader segment; date etc. I tend to mention these and people think it needs to be fancy and detailed. There are two main advantages, planning and accountability There are loads of ways of creating one, but lets keep it simple!
- Then simply add these to your road map, this is nothing more than an excel sheet with jan – dec along the top and the categories down the side So we can see valentines day in february for exmaple