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


Introductions

Jonny Ross• Former optician• Ran chain of opticians and ecommerce site• Website, SEO, ecommerce


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.


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.


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

LinkedIn


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


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.


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


SEO – Search Engine Optimisation


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.


On Site

• Keywords• Content• Technical Aspect• Usability


Off site

• Relevancy• Links• Reviews• Reputation


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.


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?


• 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.



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!!


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.


Optimising your profile

• Link to your websites for enhanced SEO.

• Three quality backlinks.


What LinkedIn describes as your ‘Network’

Connections of the Connections of your Connections

Your Connections

Connections of your Connections }


In this room, who has ...

• A market researcher in china?

• Contacts at PwC?

• Someone in markerting in schoools?

• Retailer in Australia?


Winning business from LinkedIn

• Joined groups• Got involved • Networked• 30% of my

business now comes from this group


Opportunities


@Dominos_uk #letsdolunch


@TescoMobile


@TheOnion


@InnocentDrinks


@JustEatUK


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


Facebook Targeting


Diesel bringing Facebook Likes into the real world


Corona Light


• What gets likes?

• What gets comments?



• What gets shared?

• What should you share?



What should you share?



Simply Business

•Link•Picture•Human interest•Customer Competition



Virgin Media Pioneers

•Tag yourself CTA•Inspirational message •in a picture


Social Media Platforms for SME’sCaterpillar - CTA, does of nostalgia, picture, link


Social Media Platforms for SME’sUPS•Human interest story•Photo•Link•CTA•Competition


Facebook Ernst & Young Global

• News & Insights• Forums (strategic growth)• Careers/Recruitment

http://www.ey.com/GL/en/Home/Social-media


How to engage with SMEs in your region• Google Places


How to engage with SMEs in your region

• >SoLoMo (Social/Local/Mobile)


What is Google Plus

• Social Network• Conversation• Content Sharing• Business Directory• Power tool for SEO


Google Authorship


How to engage with SMEs in your region• LinkedIn groups


Blogging


How to create an Editorial Calendar?


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.


Step 1: Make a list of key dates for the year

• Product launches• Events / trade

shows• Marketing

campaigns• Promotions• Holidays• Sporting events• Key milestones


Step 2: Add these to your Roadmap


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.


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


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

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