Building an audience is no mean feat. It takes a lot of time and dedication. This session was recorded with Enterprise Nation and available as a recording on their platform. These slides go through everything that was discussed. Key takeaways: -Learn how to create a plan to optimise your site for search -Understand the power of social media -Discover how you can get featured in the media

1. Building an audience in
90days
Anna Morrish, Founder & MD of Quibble
January, 2024
business.connected: A free training programme to equip
small businesses with digital skills.

2. Session takeaways:
1. Learn how to create a plan to optimise your site for search
2. Understand the power of social media
3. Discover how you can get featured in the media

4. First things first

5. What to consider?

6. What to consider?
1. How do we identify your audience?

7. What to consider?
1. How do we identify your audience?
2. How can we attract your target audience?

8. What to consider?
1. How do we identify your audience?
2. How can we attract your target audience?
3. How do we interact with them?

9. What to consider?
1. How do we identify your audience?
2. How can we attract your target audience?
3. How do we interact with them?
4. How can we encourage people to champion you and your business?

11. Identify your audience

12. Identify your audience
• How old are they?
• Where do they live?
• What is their gender?
• What do they do for a living?
• What causes do they care about?
• What do they do for fun?
• What pain points do they have?
• What kind of content do they enjoy the most?
• What are their values?
• Where do they spend time online?

15. The buying cycle

16. Google E-E-A-T

17. What do they
want?

18. Keyword research

19. Keyword research
• Write down a list of common questions you get asked

20. Keyword research
• Write down a list of common questions you get asked
• Write down a list of seed keywords

22. Keyword research
• Write down a list of common questions you get asked
• Write down a list of seed keywords
• From the seed keywords, create a list of related searches, search
suggestions, phrase match and questions

24. Keyword research
• Write down a list of common questions you get asked
• Write down a list of seed keywords
• From the seed keywords, create a list of related searches, search
suggestions, phrase match and questions
• Consider the search volume and the difficulty of the terms, along with intent

27. Keyword research
• Write down a list of common questions you get asked
• Write down a list of seed keywords
• From the seed keywords, create a list of related searches, search
suggestions, phrase match and questions
• Consider the search volume and the difficulty of the terms, along with intent
• Consider topic clusters

31. Keyword research
• Write down a list of common questions you get asked
• Write down a list of seed keywords
• From the seed keywords, create a list of related searches, search
suggestions, phrase match and questions
• Consider the search volume and the difficulty of the terms, along with intent
• Consider topic clusters
• Look at competitors and those appearing for the terms you want to rank for

32. Keyword research
• Write down a list of common questions you get asked.
• Write down a list of seed keywords.
• From the seed keywords, create a list of related searches, search
suggestions, phrase match and questions
• Consider the search volume and the difficulty of the terms, along with intent
• Consider topic clusters
• Look at competitors and those appearing for the terms you want to rank for
• Look for trends

38. Creating an engaged community

39. Creating an engaged community
• Create and publish great content.

40. Creating an engaged community
• Create and publish great content.
• Develop a strong brand people want to be part of.

41. Creating an engaged community
• Create and publish great content.
• Develop a strong brand people want to be part of.
• Use social media and PR to get in front of your target audience.

42. Social media demographics
Network Most Popular Age Demographic
Facebook 25 - 35
Instagram 25 - 34
Pinterest 18 – 34
YouTube 15 – 45
Twitter 25 – 34
Snapchat 13 – 34 years
TikTok 10 – 49 years

43. Use social media to amplify your content
For every pound you spend on
content creation, they should spend
4X MORE on content amplification.
BuzzSumo analysed one million
blog posts to see how people
interacted with content online.

44. Paid ads
Use social media to amplify your
content

45. Use social media to amplify your
content

47. Support your efforts with PR

48. Support your efforts with PR
What do journalists want?

49. Support your efforts with PR
What do journalists want?
Something new

50. Support your efforts with PR
What do journalists want?
Something new
Something topical

52. Journo outreach
Do
• Be kind and courteous
• Flatter them
• Be genuine
• Be helpful
• Provide a limited news offer or exclusive
• Follow up on the first and even second email
• Look for freelancers that write for multiple publications
• Say thank you & share the story they publish (also tag them)

53. Journo outreach
Don’t
• Demand
• Harass
• Email editors
• Call them
• Send a story that’s not relevant
• Provide false information
• Provide exclusive access to multiple people
• Pay for links
• Expect a response

54. Creating an engaged community
• Create and publish great content.
• Develop a strong brand people want to be part of.
• Use social media and PR to get in front of your target audience.
• Ask for feedback and reviews.

55. Creating an engaged community
• Create and publish great content.
• Develop a strong brand people want to be part of.
• Use social media and PR to get in front of your target audience.
• Ask for feedback and reviews.
• Provide excellent customer service.

56. Creating an engaged community
• Create and publish great content.
• Develop a strong brand people want to be part of.
• Use social media and PR to get in front of your target audience.
• Ask for feedback and reviews.
• Provide excellent customer service.
• Reward loyal customers.

57. Creating an engaged community
• Create and publish great content.
• Develop a strong brand people want to be part of.
• Use social media and PR to get in front of your target audience.
• Ask for feedback and reviews.
• Provide excellent customer service.
• Reward loyal customers.
• Create a sales funnel that nurtures and delights customers.

58. Creating an engaged community
• Create and publish great content.
• Develop a strong brand people want to be part of.
• Use social media and PR to get in front of your target audience.
• Ask for feedback and reviews.
• Provide excellent customer service.
• Reward loyal customers.
• Create a sales funnel that nurtures and delights customers.
• Set up dynamic ads and remarketing.

60. Month 1
Develop personas
Keyword research
Content marketing plan
Optimise website content
Optimise social channels
Create an integrated review process
Publish blogs/articles (1 per week)
Social media activity (1 post per day)
Email marketing - create workflows
Monitor PR requests
Reach out to journalists
Host an event
Network
Send push notifications

62. Month 2
Develop a location page strategy
website content
Develop FAQs
Review internal linking
Monitor traffic & rankings
Publish blogs/articles (1 per week)
Social media (1 post per day)
Email marketing (also review results)
Monitor PR requests
Reach out to journalists
Speak at an event
Host an event
Network
Send push notifications
Set up ads & retargeting

64. Month 3
Monitor traffic & rankings
Publish blogs/articles (1 per week)
Social media (1 post per day)
Email marketing (also review results)
Monitor PR requests
Reach out to journalists
Speak at an event
Host an event
Network
Send push notifications
Continue with ads & retargeting

65. Any questions?
Get more insights at > Quibble.Digital
Connect with me on EN & LinkedIn > linkedin.com/in/annamorrish/
Download these slides > slideshare.net/AnnaMorrish

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