Post on 09-May-2015
description
Online Marketing For Leading Edge Hair Salons
Intercoiffure Congress | Hobart | Oct 2013
• Give you at least one thing you can take away and implement in your business this week
Goal For The Next Hour
Our Time Together
• Foundations • What you should do to be
competitive• Not “how to”• Link at the end
Too many channels
No time to learn it
Who to trust or believe
Can’t afford extra costs
Too complicated
Marketing For Experience Services
Increase Trust
Lower Risk
Online channels are perfect for this.
Digital Word Of Mouth
1. Strong website that generates leads2. Mobile capable3. Google Places (+ Local)4. Active in social media5. Online reviews6. Email marketing7. Remarketing
“I’ll Google It”Search engines are the first place people look and most people use Google1 in 2 hairdressers don’t have a website
1 in 4 Intercoiffure members don’t have oneRoom for improvement
Are You Making Any Of These Errors On Your Website?
Flash websites / Press “Enter” to see sitePhone number not in header or easily accessibleCheesy stock photosThe design sucksNot enough textText not optimised to feed Google
Heard Of Any Of These?
Feeding Google
60%-80% of local ranking is “on-site”Ask your clients about their searchesCreate content focussed on each of those terms and the related termsBe the best answer for the searcher’s need
Which Of These Would You Click?
Meta Titles
Page Title = Meta Title: Aim for 65 characters including spacesPage Description = Meta Description: Aim for 156 characters including spaces and try for no more than 160.
Page Optimisation
Other Things To Do
Install Google analytics and webmasters toolsName, Address and Phone in textMake sure your site loads in 2-3 secs.Lead capture and listing building devices including Facebook and Email signups formsMake sharing easy – especially +1’s
Mobile Enable Your SiteMore than one-quarter of organic search visits came from mobile devices in Q273% of mobile searches trigger additional action & conversions. Mobile site or responsive site – which is best?
Google Places (+ Local)
Completing Your Profile(s)
Name, Address and PhoneImagesVideosAim for 100% complete
Citations
truelocal.com.auyelp.com.aulocalstore.com.ausnipped.com.auhairsalons.com.auaussieweb.com.auwomo.com.aufindlocal.com.au
localbusinessguide.com.aulivingsocial.comsalonstaff.com.aucommunityguide.com.auraveaboutit.com.auallbeauty.com.autribelifestyle.com.ausalonpages.com.au
Foundation Complete
Local marketListing on page one for website for some search termsListing on Google places for local searches
More Competitive Market?
Social Media – You Have To Do It
Your market is socially connected11.5m Australian Facebook users/accounts
Google independent traffic and customer sourceSocial signals improve Google ranking
TwitterGoogle +
Social W-O-M is rising – 38%
Focus On Facebook
More usersHigh levels of engagementFunctionalityList – access to customers and prospects
Facebook – Graph Search
Very powerful search
Edge Rank Is ImportantEverything you post does not show up in the newsfeed of your likers – edge rank controls that
Increasing Engagement
You need to work the audience to get engagement.Just sharing stuff talking about your business won’t do itThink about your “voice”Frequency – 3 to 5 times a week
Ask A Question
The Quick Poll
You can actually use FB quick poll to do this and get some valuable feedback at the same time.
Irresistible Offer
Sticky Video
Instant Share
Other Engagement
Event based activityPhoto shareCompetitionsTOC
How Much Time?
Facebook ChampionPart of role: recognition and rewards for it
1 hour a week – 1 hour a dayUse a content calendarUse schedule posts – put them all in on MondayDaily checking and responding
Growing Your Following
OrganicYour clients, your mailing list, (your friends)
Encourage “check-ins”
Growing By Paying
Promoted postsFacebook offersAudience selection in FB is very powerful
LikersFriends of likersClone your customersOther target prospects
Facebook Likes = Email List
Help you to increase trustAnd reduce riskOpportunity to do what you normally do
Engage and talk to peopleGive useful advice and helpExpress your personality and values
Remarketing
95% of visitors leave and do nothingIt is easy to remarket to these people
Google AdWordsAd Roll
Display advertising reinforces your image and brandBuilds awareness and familiarity
Email Marketing
Lead magnet– give away really useful stuffFollow up using an auto-responder (drip feed emails)
Online Reviews
Reviews
Bad reviews happenNeed a system for collecting reviews from clients
Gmail address – to Google LocalFacebook to FB reviewsOthers - True local
A System For Getting Reviews
The Building Blocks
Website
Blog
Google Places
Citations
FB Advertising and
Engagement
List Building
Email Marketing
Drip Feed Emails
Remarketing
Expectations
Increased traffic to your website – at least doubleIncreased engagementMore bookings from new clients – 25%-50% increase us a reasonable expectationMore profits
Notes and Extras
Go to WeLikeThis.biz/intercoiffure
Follow me on twitter @OLBizBuilders for updates and tips from the world of online marketing