Professional Craft Small Business · 2019. 4. 22. · •Use Hootsuite or Buffer to schedule •Set...
Transcript of Professional Craft Small Business · 2019. 4. 22. · •Use Hootsuite or Buffer to schedule •Set...
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RussSeagle,PresenterTheSequoyahFund,Inc.
Cherokee,NC
Digital Marketing for the Professional Craft Small Business
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ThingsWeWON’TCoverinThisProgram• Timemanagement/planning
• Howtoidentifyyourcustomers
• Successmetrics
• ”Offline”orface-to-facesales
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5QuestionstoAskBeforeYouBegin
• DoIneeddigitalmarketing?
• Ismydigitalstrategyalignedwithmyoverallmarketingstrategy?
• HowdoIknowI’mintherightplace?
• Howlongdoesittaketogain“traction?”• Ifitworks,canIkeepup?
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Whyyouneeddigital
•Affordability•MobileAccess• Flexibility• Expansion/Scale•Multimedia
• Interactivity• Tracking•Authority• InfluencerEngagement•PrintEnhancement
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Wheretobe– Facebook
For:Buildingfollowerloyaltyandreputation.Establishesyouasanauthoritythroughinterestingcontentandinformationalposts.
Reaches:25-45y/o.60%female,40%male
UniqueAttributes:• Reachesavarietyofaudiencesegmentswithonepost• Offersopportunitytocreateadstodrivetraffictoyourwebsiteorblog• Encouragesdialoguewithyourcustomerbase• Idealforsharingpersonalstories,testimonials,detailedinformation
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Wheretobe- TwitterFor:Sharingbreakingnewsandquickupdates,promotingnewworksorcontent,collectinginstantfeedbackfromaudience.
Reaches:18-29y/o.50%female,50%male(trendingmoremale)
UniqueAttributes:• Servespeoplelookingforquickinfo,news,andimmediateresponsestoquestionsaboutproductsorevents• Focusesondialoguecreationandstartingconversationswithcustomers• Hashtag(#)communicationfunctionality• BestPR/publicityplatformwhentraditionalmediadoesnotrespond
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Wheretobe- InstagramFor: Sharingvisualimagesandvideosthatevokefeelingsaboutyourwork.
Reaches:18-40y/o.58%female,42%male
UniqueAttributes:• Providesuniquefiltersandvideostyles• Letsyoutakeamoreplayfulapproachtoconnectingwithcustomers• Sharesyourmessage(primarily)visually,ratherthantroughwrittenword• Allowsforuserstohashtag(#)andgetinvolvedwithyourworkbyshowingyourworkintheirworld
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Howoftentoposttoeachnetwork
• Facebook:1-2timesperday
• Twitter:3-4timesperday
• Instagram:Onceperday
• Connectaccountswherepossible• Hootsuite• Buffer
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Wheretobe- EmailFor: Permissionmarketing,unfetteredcommunication,andCall-to-Action.
Reaches:• 91%of15-24y/o• 93.4%of25-44y/o• 90.5%of45-65y/o• 85.5%of65+y/o
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EmailDo’sandDon’ts
• DON’Tuseyourpersonalemailaccounttoconductbusiness
• DON’Tspamorotherwisesendtopeoplewhodidn’tgiveyoupermission
• DON’Tsendpersonal,political,orotherwiseirrelevantinformationviaemail
• DON’Temailmorethanabsolutelynecessary• Canbeonceperweekfornormaluseoronceperdayforupcomingevents
• DON’Ttrytosoundlikesomeoneelse
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EmailDo’sandDon’ts
• DOuseaprofessionalemailservicetodistributeyouremails
• DOwriteinyourownvoice– writelikeyoutalk• DOincludeimagesofyouandyourwork(bepersonalandpersonable)
• DOuseacall-to-action(CTA)thatdrivespeopletoDOsomething
• DOencouragereaderstoshareemailedcontentonsocialplatforms
• DOshareyourownemailcontentonsocialmedia
• DOtrackyourClick-Through-Rates(CTR)toseewhatkindsofcontentconnectbestwithyouremaillist
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Wheretobe– Website/BlogFor: Designinganonline“property”thatexudesyourvoice,style,andvalues,andforcreatingacentralizedsalesplatform.
UniqueAttributes:• You“own”it– don’thavetoplaybyothers’rules• Canbeascreativeasyouare– notlimitedbyanotherplatformdesign• Can’tbe“shadowbanned”or“putinjail”foryourcontent• Canberelocatedasnecessarytostayfresh,secure,andrelevant• Theoneplacewhereyoucansay,show,demonstrate,andsellanythinginanunrestricted,”unpoliced”way
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CreatingYourOwnWebsitetheEasyWay
Squarespace.com
Wix.com
Weebly.com
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WhattoPostandWhen– TypesofContent
• Photosofyourwork(tellthestory)• Behindthescenes- ”Creating”• Yourthoughtsandopinionsonnon-arttopics
• Q&A– “AskMeAnything”days
• Interviews• Favoritetools• Upcomingevents(notjustyours)
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WhattoPostandWhen– TypesofContent
• National/globalartevents• Holidaymessages
• Seasonalposts• Inspirational/motivational
• Personalinsights/vignettes• Humor(neveratanyoneelse’sexpense)
• SharingisCaring!
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WhattoPostandWhen– ContentCalendar• UseaREALcalendar(atfirst)• Rotatecontenttypesbydaysoftheweek
• UseHootsuiteorBuffertoschedule• Setanappointmentwithyourself
• Postcontentduringthisappointment
• Monitorinteractionstoseewhereyoushouldspendmore/lesstime
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Createaconsistentonlinebrand&voice
• Lookthesamenomatterwherepeoplefindyou
• Eliminateconfusion
• Createsa“brand”• Colorscheme,fonts,logo
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Yes,youneedalogo!
Localgraphicdesigner
99Designs.com
Upwork.com
Fiverr.com
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WhyVideoisSOImportant
• Everyonehasavideocameranow
• Peoplewanttoseevideo• Videoconsumptionisincreasing
• Writtenwordconsumptionisdecreasing
• Ourbrainshavebeenrewiredforvideo• Peopleinteractmorewithvideo
• Peoplearemorelikelytosharevideo
• Peoplewanttoconnectwithartistsandbrands,andvideoisthequickestwaytodothat
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Video– Whereandwhen
• Easyenoughtouploadtosocialplatforms– BUTWAIT!!!
• CreateaYouTubeand/orVimeoaccount,uploadthere,andsharelinks(double-whammy!)
• Createseparatevideofollowingthatmaynotfollowyouelsewhere
• Greaterpotentialforadrevenue• Canrecycleandrepurposevideoforotherplatforms
• Classifiedasaseparateformat,sonotsubjecttothepostingnumberrulesmentionedabove
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NeedMore?Accessthispresentationatwww.sequoyahfund.org/HCC2019CS
Or
EmailRussat:[email protected]
Or
Call828-359-5003