Bringing your business into the Digital age - IoD Wakefield Event
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Transcript of Bringing your business into the Digital age - IoD Wakefield Event
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Growing Your Business 2014: Digital Marketing
Bringing your business into the digital age – tips
and tricks for virtual survival.
byJonny Ross
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Introductions
Jonny Ross• Former optician• Ran chain of opticians and ecommerce site• Website, SEO, ecommerce
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Survey Findings• LinkedIn proved to be the most regularly used
social networking site with 78% of you saying you frequently created content and used the site.
• Twitter and Facebook came a close second with 45% and 34% respectively.
• Only 17% of you said that you had generated business through the use of social media.
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Survey Findings• With regards to SEO, 75% of you said you
knew a bit as to how social media can improve your SEO.
• The top 2 named LinkedIn groups that you follow are;
Yorkshire Mafia and IoD Yorkshire.• One of you mentioned that you have
successfully used LinkedIn to generate meetings and approaching clients.
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Survey Findings
• The general consensus from the survey was that you wanted:– information on how to use social media
effectively – learn more about the world of blogging and
how it can be beneficial to your business– deeper understanding of twitter and
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What we will cover…
• Social media as powerful search engines• Keywords – be found• How to set up and manage a blog• Blogs – to engage and for SEO• How to use LinkedIn to win new business • How to build relationships through Twitter
• … all to help you win new business
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By the end of this event…
Before you walk out of here, you will be able to:•Understand how different social media platforms can be used to build relationships and win business. •Have a basic understanding of the impact of blogs, Twitter, LinkedIn and Google+ on website search engine rankings (SEO).•Go away with a list of useful digital marketing tips and tricks that they can implement straight away in their business.
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Keywords
What have you searched for on Google?
• Best Thai restaurant in Leeds• Intellectual property lawyer, UK• Ebook cover designer
All this could be new business for you
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SEO – Search Engine Optimisation
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SEO - Search Engine Optimisation
SEO is nothing more than:•Create great content. •Ensure this content is accessible to search engines.•Make pages unique and relevant.•Make the content popular.
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On Site
• Keywords• Content• Technical Aspect• Usability
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Off site
• Relevancy• Links• Reviews• Reputation
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w: JonnyRoss.com e:[email protected] tw: @jrconsultancy LinkedIn: /jonnyross
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Social Media Platforms for SME’s
• It may seem difficult as an SME to make waves in such a large pool as social media, especially when there are larger companies in your industry.
• However, there are many tips and tricks which can be applied that can help you achieve a large impact.
• The only thing you need to input is a time.
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Ask yourself questions
Know your customers
•Where do they spend their time online?•What products do they buy?•What services do they use?
Know your products/services
•Are they the kind people would discuss in a forum?•Are they suitable for a Facebook / Google Advert?
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• Over 100 million users, LinkedIn is the 11th most visited site in the UK, therefore it is an obvious choice to target for social media marketing.
• Specifically suited for SMEs because of these demographics and it is also most widely used by people aged 35 and over with university degrees.
• Looking for relevant groups in order to gain industry insight and also to target users is a great way to use the site. You can have the opportunity to ask questions, share ideas and hold discussions. It is a great way to gain expertise knowledge.
Social Media Platforms for SME’s
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Why I use LinkedIn
• Business development and opportunity generation.
• Because it’s where the people are.
• Convenient tool to make and manage connections.
• Handy way for me to stay in touch with my network
• Increases my knowledge.
• Improves my search engine optimisation.
• Oh I get 30% of my business from it!!
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Optimising your profile
• Make sure your public profile setting is set to full view.
• Include everything you do in your profile – plus your past companies, your education, and activities.
• Give your profile a custom URL (your name).
- From this: http://www.linkedin.com/profile/view?id=34305911
- To this: http://uk.linkedin.com/in/jonnyross
• Include the link to your profile in your e-mail signature.
• Link to your website and blog for enhanced SEO.
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Optimising your profile
• Link to your websites for enhanced SEO.
• Three quality backlinks.
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What LinkedIn describes as your ‘Network’
Connections of the Connections of your Connections
Your Connections
Connections of your Connections }
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In this room, who has ...
• A market researcher in china?
• Contacts at PwC?
• Someone in markerting in schoools?
• Retailer in Australia?
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Winning business from LinkedIn
• Joined groups• Got involved • Networked• 30% of my
business now comes from this group
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Opportunities
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@Dominos_uk #letsdolunch
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@TescoMobile
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@TheOnion
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@InnocentDrinks
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@JustEatUK
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Social Media Platforms for SME’s• 7 Top Tips for Twitter1.Steer away from directly promoting your
product or service – ALL of the time!2.Try not to automate your tweets3.Use hashtags!4.Keep your account professional5.Frequency is key6.Share links to appropriate content7.Respond to your followers
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Facebook Targeting
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Diesel bringing Facebook Likes into the real world
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Corona Light
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• What gets likes?
• What gets comments?
Social Media Platforms for SME’s
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• What gets shared?
• What should you share?
Social Media Platforms for SME’s
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What should you share?
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Social Media Platforms for SME’s
Simply Business
•Link•Picture•Human interest•Customer Competition
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Social Media Platforms for SME’s
Virgin Media Pioneers
•Tag yourself CTA•Inspirational message •in a picture
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Social Media Platforms for SME’sCaterpillar - CTA, does of nostalgia, picture, link
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Social Media Platforms for SME’sUPS•Human interest story•Photo•Link•CTA•Competition
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Facebook Ernst & Young Global
• News & Insights• Forums (strategic growth)• Careers/Recruitment
http://www.ey.com/GL/en/Home/Social-media
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How to engage with SMEs in your region• Google Places
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How to engage with SMEs in your region
• >SoLoMo (Social/Local/Mobile)
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What is Google Plus
• Social Network• Conversation• Content Sharing• Business Directory• Power tool for SEO
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Google Authorship
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How to engage with SMEs in your region• LinkedIn groups
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Blogging
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How to create an Editorial Calendar?
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How to create an editorial calendar. It sounds complex…but it isn’t!
• 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.
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Step 1: Make a list of key dates for the year
• Product launches• Events / trade
shows• Marketing
campaigns• Promotions• Holidays• Sporting events• Key milestones
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Step 2: Add these to your Roadmap
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Step 3: A comprehensive list of all your fundraising events/campaigns.
• Do any of these fit in nicely with your roadmap so far?
• Split them evenly throughout the year.
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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
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Challenge Me?
Does anyone want to challenge me, does anyone think this is all a load of nonsense?
It’s time for questions
•For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com
•Carry on the conversation with me on twitter @jrconsultancy