How to build a digital audience in food and drink in Australia
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tomatomedia.com.au How to Build a Digital Audience for Your Business TOMATO MEDIA
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Transcript of How to build a digital audience in food and drink in Australia
tomatomedia.com.au
How to Build a Digital Audience for Your Business
TOMATO MEDIA
tomatomedia.com.au
It’s not about
technology.
It’s about people,
what interests
them and talking
to them.
tomatomedia.com.au
It’s called content marketing.
It’s like your own newspaper or magazine.
At the centre sits your website,
the window into your world…
…and a digital call to action
• Stories
• Pictures
• Videos
• Likes
• Comments
• Conversation
tomatomedia.com.au
YOUR WEBSITE
Professionally shot pictures, and well written words can influence people’s
perceptions of you and your products.
ANDINCREASE
SALES
Professionally shot pie
tomatomedia.com.au
YOUR WEBSITEAn easy to one one-
click email sign-up helps build your digital audience
ANDINCREASE
SALES
tomatomedia.com.au
ON YOUR WEBSITEMake buying
easy andone-click
ANDINCREASE
SALES
tomatomedia.com.au
YOUR WEBSITEDon’t hide your
phone number or email address.
Make them clickable from a
phone.
ANDINCREASE
SALES
Call Ed Charles now0425 736 993
tomatomedia.com.au
YOUR WEBSITE
THIS PIE REPRESENTS
100% ofYOUR WEB TRAFFIC
LETS GROW
TRAFFIC
tomatomedia.com.au
THERE ARE OPPORTUNITIES TO APPEAR IN SEARCH
CHECK KEYWORDS WITH GOOGLE
NEW SOURCES SUCH AS YOUTUBE
YOUR BLOG POSTS
DRIVEN BY MEDIA COVERAGE
OFFLINE ACTIVITIES SUCH AS MARKETS, POSTERS, POSTCARDS, SPEAKING
54% Search
Mostly Google
Youtube 2nd largestsearch engine
tomatomedia.com.au
19% DIRECT
People who type inyour url
PEOPLE WHO SAW YOUR WEBSITE SOMEWHERE
WORD OF MOUTH
COPYING FROM A NON-CLICKABLE SOURCE
WEBAPP FROM PHONE
SAVED IN BROWSER
DARK SOCIAL CAN’T BE TRACKED. EMAILS INSTANT MESSAGING
tomatomedia.com.au
THIS SOURCE IS GROWING
FOR RESTAURANTS AND CAFES URBANSPOON IN MELBOURNE
TRIP ADVISOR
YELP REVIEWS EVERYTHING AND GROWING
GOOGLE REVIEWS IMPORTANT FOR BEING FOUND IN SEARCH
FACEBOOK REVIEWS
10% REVIEWS
Review sites suchas Urbanspoon and Yelp!
Ultimate personalendorsement
Quality traffic
tomatomedia.com.au
NEWSPAPERS AND GLOSSY MAGS DON’TLINK SO RANK LOW
BROADSHEET TOP SOURCE
TIMEOUT
CRIKEY!
QUALITY TRAFFIC
7% MEDIA
Directly attributablefrom a link
tomatomedia.com.au
THAT’S MELBOURNE
#RESTAURANTAUSTRALIA
VISIT VICTORIA6% TOURISMRELATED
Directly attributablefrom a link
tomatomedia.com.au
DEPENDS WHICH YOU FAVOUR…
…AND HOW YOU USE IT
FACEBOOK?
TWITTER?
INSTAGRAM?
PINTEREST?
NOT ALL SOCIAL MEDIA TRAFFIC TRACKED
CAN TRACK TRAFFIC USING GOOGLE URL BUILDER
2% SOCIAL MEDIA
Directly attributablefrom a link
Quality traffic
tomatomedia.com.au
GOOGLE SEARCH CHANGES DRAMTICALLY REDUCED IMPORTANCE OF BLOGS
OFTEN SAME OLD SUSPECTS
QUALITY TRAFFIC
1% BLOGS
Directly attributablefrom a link
tomatomedia.com.au
FOOD AND WINE FESTIVALS
LINKS FROM OTHER BUSINESSES2% OTHER
INCLUDING EMAILS
EMAILS HIGHEST QUALITY TRAFFIC SOURCE
tomatomedia.com.au
1. MEDIA
2. EMAIL
3. BLOGS POSTS
AND GOOGLE SEARCH
4. SOCIAL MEDIA
Let’s grow the quality traffic sources
tomatomedia.com.au
IF YOU ARE SMALL AND UNKNOWN IT IS DIFFICULT TO GET MEDIA.
YOU CAN:
ORGANISE AN EVENT WITH SOMEONE BETTER KNOWN
HAVE AN EXPERTISE ABOUT AN ISSUE
BE CREATIVE
OPPORTUNITIES ARE FEW
1. MEDIA
Fragmenting but still the old brandsare the best.
tomatomedia.com.au
MAKE EMAIL INTERESTING AND NOT TOO FREQUENT
YOU CAN NOW SEGMENT YOU LISTS WITH MAILCHIMP.COM
MAXIMISE OPENS RATES
MAXIMISE CLICK THROUGHS
WORK OUT CREATIVE WAYS TO BUILD YOUREMAIL LIST BEYOND WEB SIGN-UPS
2. Email
tomatomedia.com.au
BLOG
Drives search traffic and social traffic
1. A COMPELLING STORY WITH A COMPELLING HEADLINE
2. SEO YOUR LINKS AND PICTURES
3. BUT. YOU HAVE TO PROMOTE IT HARD TOO.
tomatomedia.com.au
It’s how you share the content that matters and you may want to share it for up to two months
http://bit.ly/buff314
Source: bufferapp.com
tomatomedia.com.au
Source: Fastcompany
http://bit.ly/Fast314
LEARN TO STALK OTHER PEOPLE’S FOLLOWERS
STALK BY LOCATION
FAVOURITE
COMMENT
FOLLOW
tomatomedia.com.au
FACEBOOK PAGES:
MORE DIFFICULT TO GET INTO NEWS FEED
ADVERTISING LESS EFFECTIVE AND MORE EXPENSIVE
GREAT CONTENT STILL WORKS.
OFTEN NEED TO POST MULTIPLE TIMES.
AVOID TOO MUCH PROMOTION
80/20 INTERESTING VS PROMOS
Leverage yourpersonal Facebookprofile
tomatomedia.com.au
EASY AND LOW MAINTENANCE
VISUALS WORK BEST EVERYWHERE
LEARN TO STALK OTHER PEOPLE’S FOLLOWERS
STALK BY LOCATION
LIKE
COMMENT
FOLLOW
ALL OF THE ABOVE WORKS FOR TWITTER TOO.
tomatomedia.com.au
TALK TO OPINION FORMERS ON TWITTER
THAT INCLUDES JOURNALISTS
STALK FOLLOWERS
STALK PEOPLE OTHERS FOLLOW
STALK TWITTER LISTS
STALK INSTAGRAM LIKES
STALK BY GEOTAG
IN SUMMARY:
Know your audience
Be awesome
Be Interesting
Talk about other people
Share, link, like and comment
Pictures are worth 1,000 words
