Presented by David Vane

Transcription

1 Presented by David Vane

2 Traditional Marketing for the SME? What are the problems? Identifying market? How to reach them? Knowledge of activities? Skill? Budget? Time?

3 Online Marketing for the SME?

4 Online marketing for the SME? Web sites, SEO, Google, Directories , enewsletters and Blogs Social Media and community sites (W.2) Other Videos, SMS,

5 Which one to use? Web Site content is king keep it up to date who? provide info or service optimise for search engines online brochure or what??

6 SEO -Search Engine Optimisation Title make them unique Description Tag description for each page

7 SEO -Search Engine Optimisation Simple URLs easy to read and understand Easy to read URLS eg Simple Directory structure

8 SEO -Search Engine Optimisation Page Content Write easy to read text Stay on topic Create unique, fresh content Content for users not serach engine Suitable anchor text eg not click here use good words Use links for internal pages as well as external

9 SEO -Search Engine Optimisation Images Keep images in images folder Use alt tag Heading tags <H1 <H2 <H3 <H4 <H5 <H6

10 SEO -Search Engine Optimisation Google Search Engine Optimisation Starter Guide

11 Which one to use? Google Pay per click/banners Pay Per click Sponsored Generic Google Local

12 Which one to use?

13 Which one to use? Directories

14 Which one to use? - and Newsletters format Auto responders Newsletters Blogs Press releases

15 Which one to use? - autoresponders Auto responders Initial response - Dear????? thank you for your enquiry 2 nd response - hope you enjoyed your. 3 rd response - if you enjoyed that you will love this 4 th response - did you like that? Have a look at this 5 th response - what would you like next?...

16 Which one to use? guide Golden rules for marketing Keep it simple Make it useful or informative Personalise it Don t try to sell directly Use it to create value Build a relationship!

17 Which one to use? - newsletters Newsletters Format?? Links to web site Keep it short

18 Which one to use? - Blogging

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20 What is it? Social Media Marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. Common social media marketing tools include Twitter, LinkedIn, Facebook, Flickr, Wikipedia, Orkut and YouTube. Wikipedia

21 What is it? Networking meeting like minded people online and sharing ideas Or Link Building building traffic to your web site

22 Networking Twitter-search for people in your niche Facebook-find business section and put up a page for both personal and business Linked in- focuses on content not you -bookmarks to increase traffic. Ning- find groups to join according to your interests and contribute Ecademy one of the longest running networking sites My space- more for young people? Stumbleupon - thumbs up or down social link building

23 Link building sites Bookmarking add URLs or web content that would like to save tag them so others can find them speeds up searching if you get the right group Social Voting submit links to stories users vote the submissions up or down Content publishing blogs add your articles link to your web site with an article or author bio don t forget wikis... Flickr.com... Youtube...

24 Why use it? Social media marketing has three important aspects: 1) Creating buzz or newsworthy events, videos, tweets, or blog entries that attract attention, and become viral in nature. Buzz is what makes social media marketing work. It replicates a message through user to user contact, rather than the traditional method of purchasing of an ad or promoting a press release. The message does not necessarily have to be about the product. 2) Building ways that enable fans of a brand or company to promote a message themselves in multiple online social media venues. Fan pages in Twitter, MySpace of Facebook follow this model. 3) It is based around online conversations. Social media marketing is not controlled by the organization. Instead it encourages user participation and dialogue. A badly designed social media marketing campaign can potentially backfire on the organization that created it. To be successful SMM campaigns must fully engage and respect the users. Wikipedia

25 wordle.net

26 use search.twitter.com to find people follow them join conversations and contribute find friends and create links find groups related to your own niche and contribute global network of professionals find people who know you exchange stories and socialise invite friends to connect with you comment on walls, give testimonials, find Ning community sites and join them create your own contribute to forums create your own if there isn t one for your topic

27 Before you start! Think before you jump in! What are you going to say? How often will you say it? What tone will you take? Do you need any other resources? Do you permission?

28 Content Planner Aim: Keywords Keyphrases Target audience Brand Short description Contact details Networking or Bookmarking Which sites? ID and passwords Traditional PR? Press release? Web site? Other???

29 What do you want to achieve Use Social Media Marketing for Networking Facebook, Myspace, Linked in, Ning Link building Digg, Del.icio.us, Reddit, Propellor Video sharing Google, Yahoo, Ning, And don t forget Blogs, SEO, ppc, wikis etc

30 140 characters short texts with links use search.twitter.com to find people follow them join conversations and contribute

31 140 characters

32 Other Twitter ideas popurls.com mrtweet.com twitterfon.com

33 find people who know you exchange stories and socialise invite friends to connect with you comment on walls, give testimonials,

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36 find Ning community sites and join them create your own contribute to forums create your own if there isn t one for your topic

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38 find friends and create links find groups related to your own niche and contribute global network of professionals

39 What is Linkedin? LinkedIn is a business-oriented social networking site. Founded in December 2002 and launched in May 2003 it is mainly used for professional networking. As of 1 January 2011, LinkedIn reports more than 90 million registered users, spanning more than 200 countries and territories worldwide wikipedia

40 Why use it? Research contacts Remind your contacts about you Build credibility and authority Join peer groups Keep up to date with your existing contacts Find new business contacts Ask for advice/help Questions Answers Recruitment

41 Some ideas for using Linkedin 1. Build your profile 2. Add new and existing contacts 3. Broadcast your events, ideas 4. Join groups to build credibility 5. Seek and give recommendations 6. Use feeds from your blogs/twitter etc Build in some time in your week!

42 Others to consider share web sites with other people social bookmarking tag and share pages discovering and sharing content most popular is shown online photo management and sharing

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44 Blogging Blogs Tell a story Use your own material Aim to become known Plan your content and keep up! Use Social Media Tools to promote

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46 Tracking tools

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48 Other ideas

49 Other ideas geo location aps Four Square Yelp

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51 Which ones will you use??

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53 Summary Plan your campaign what are you going to say? who is your audience? what is your brand? network or link building? choose who to follow and who follows you make it interesting ask questions to engage your followers grow it gradually allow plenty of time!!!

54 David Vane