Marketing tools for the freelance editor. Mary McCauley. SfEP conference 13-15 September 2014.
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Transcript of Marketing tools for the freelance editor. Mary McCauley. SfEP conference 13-15 September 2014.
© Mary McCauley Proofreading 2014
Marketing Tools for the Freelance
Editor
Mary McCauley
© Mary McCauley Proofreading 2014
Fit for what purpose?
Editor
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Fit for what purpose?
Busine
ssEditor
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What marketing
boils down to …
Which clients?
Which services?
How to persuade
people to buy from you?
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Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
© Mary McCauley Proofreading 2014
Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
© Mary McCauley Proofreading 2014
Think of your favourite go-to service (e.g.
shop, hairdresser, airline, plumber, dentist, etc.).
Why do you choose that service?
What’s your favourite thing about that service?
Over to you …
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The Boomerang Principle
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Be helpful, honest and genuine
Avoid jargon
Complaints
Always reply
Delight the customer
Clients are people
Customer Service
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Treat your customers as if
they were newspaper reporters.
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Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
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What is my ‘brand’?
Promise
Perception
Expectations
Elements
“Branding is how you tell your story
…”
Dustin W. Stout
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Logo
Photo
Tagline
Colour schem
eConsisten
cy
Testimonials
Portfolio
CV
BUILDING YOUR
BRAND
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© Mary McCauley Proofreading 2014
Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
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If you build it [correctly] they will come.
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Platform
Design
Content
Social Media
Mobile
SEO
BUILDING YOUR
WEBSITE
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Search Engine Optimisation
Domain Name
Keywords
Backlinks
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Business Blogging
Meet needs Answer questions
Solve problems
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© Mary McCauley Proofreading 2014
© Mary McCauley Proofreading 2014
© Mary McCauley Proofreading 2014
Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
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Conferences
Training courses
Professional organisations
Business groups
Literary events
Social media
Online forums
Networking – in person and online
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Is this you?
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Is this you?
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Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
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Social media revolution
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Social media
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© Mary McCauley Proofreading 2014
Google Analytics (measuring)
Hootsuite (planning and measuring)
TweetDeck (planning)
Google Alert (monitoring)
Search for your business name
(monitoring)
Planning, measuring and monitoring
© Mary McCauley Proofreading 2014
© Mary McCauley Proofreading 2014
“It takes 20 years to build a
reputation and only five minutes
to ruin it. If you think about that,
you’ll do things differently.”
Warren BuffettAmerican business magnate, investor and philanthropist