the 5 w’s of attracting customers online
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Aviva Blumstein - Kishor 2012
The 5 W’s of Attracting Customers
Online
Aviva Blumstein - Kishor 2012
How are YOU going to attract customers using the internet?
Aviva Blumstein - Kishor 2012
WHO?
Who is your target audience?
Aviva Blumstein - Kishor 2012
Target=
SpecificAim
Aviva Blumstein - Kishor 2012
If you try to be
everything to everybody,
you will end up being
nothing to nobody.
Aviva Blumstein - Kishor 2012
Tafasta merubalo tafasta
Aviva Blumstein - Kishor 2012
Chava’s Homemade Ice Cream Shop in Ramat Eshkol
People who like ice cream
Mothers withsmall
childrenYeshiva
bochurimSeminary
girls
Aviva Blumstein - Kishor 2012
Miriam’s Editing Services
Anyone who wants writing edited
Authors who want
books edited
Rabbanim who want
shiurimedited
Universities putting out
journals and want
articles edited
Aviva Blumstein - Kishor 2012
YOUR TURN!
Aviva Blumstein - Kishor 2012
YOUR TURN!
Write down:
Who do your products or services help?• In general• Break that into three specific cases
Aviva Blumstein - Kishor 2012
Let’s target your WHO even more with a…
Aviva Blumstein - Kishor 2012
WHY?Why would they want to buy
what you offer?
Aviva Blumstein - Kishor 2012
Seminary girls
Relax andde-stress
Reminds of home
Cool down
Aviva Blumstein - Kishor 2012
Authors who want books edited
Very busy and don’t have time or
patience to edit
Eloquent speakers but not good
writers
First time submitting
manuscript and want it to look
professional
Aviva Blumstein - Kishor 2012
YOUR TURN!
Take one of your specific cases and list three different reasons why they would want to buy what you offer.
Aviva Blumstein - Kishor 2012
WHAT?What are you going to say to attract this target customer?
!
Aviva Blumstein - Kishor 2012
If you defined WHO and WHY well, the message will be obvious
Chava’s Homemade Ice Cream helps you
relax amid the stresses of seminary life.
Miriam’s Editing Services gives aspiring authors’
manuscripts the professional look
so they can submit them with confidence.
Aviva Blumstein - Kishor 2012
YOUR TURN!
Define your core message (it should be a restatement of your WHO and WHY).
Aviva Blumstein - Kishor 2012
What content (based on this message) are you going to share
to attract this target customer?
• “Top 10 Places to Relax in Jerusalem”
• “3 Games Every Seminary Dorm Must Have”
• “How to Make a Publisher Take Notice of Your Manuscript”
• “5 Things that Give a Manuscript that Professional Feel”
Aviva Blumstein - Kishor 2012
YOUR TURN!
List three ideas of content you can produce that support your core message.
Aviva Blumstein - Kishor 2012
WHERE?Where are you going to share your content and message?
Aviva Blumstein - Kishor 2012
Know your audience. WHERE are they involved online?
Do market research – talk to people who fit your ideal client profile and ask.
Aviva Blumstein - Kishor 2012
WHERE can you market online?
Your website and blog
Yahoo groups
Your mailing
list
Other people’s
email lists or blogs
Forums
Google +
YouTube
Aviva Blumstein - Kishor 2012
Your website and blog
• You publish content• You want people to find you in the
search engines• You want to fully control and own your
web presence
Good to use if…
Aviva Blumstein - Kishor 2012
• Miriam builds a website which describes her services.
• On the website is a blog called: The Path to “Published!”
• Miriam researches the right keywords to optimize her site for and uses them in the right places on the page.
• She also works to get people to link to her site.
Resources:http://www.seomoz.org/beginners-guide-to-seohttp://www.debi-z.com/seo-articles/
Aviva Blumstein - Kishor 2012
Your mailing
list
• You want a direct line to your potential customers• You can provide a compelling reason to
sign up
Good to use if…
Aviva Blumstein - Kishor 2012
• Chava sets up a mailing list for seminary girls to let them know about her store’s special offers and about other eatery deals and deals on fun things to do in Yerushalayim.
• She offers a coupon for a free scoop to any seminary girl who signs up to the list.
Resources:http://www.hubspot.com/the-science-of-email-marketing/http://unbounce.com/email-marketing/7-proven-ways-to-increase-your-email-open-click-thru-rates/
Aviva Blumstein - Kishor 2012
Other people’s
email lists or blogs
• You can find people who target the same audience as you (but not direct competitors)• You can provide content/a joint venture
offer they will be interested in
Good to use if…
Aviva Blumstein - Kishor 2012
• Miriam writes guest posts for blogs of writing coaches (for example, “3 Ways to Give that Final Polish to Your Manuscript”).
• She also contacts a literary agent and asks if she can write some helpful tips for the agent’s mailing list along with a description of her services, and Miriam will give the agent a finder’s fee for any new clients that came through her.
Resources:http://www.firepolemarketing.com/blog/2011/08/01/freddy-krueger/*you might want to turn images off when viewing this blog
Aviva Blumstein - Kishor 2012
Yahoogroups
• You can find an active group on the topic or locale of your business• You can participate helpfully beyond
promoting yourself
Good to use if…
Aviva Blumstein - Kishor 2012
• Chava joins the Ramat Eshkol Yahoo Group and posts there about her special offers (with the message tailored to her target audience)
• She does the same for other Jerusalem-based Yahoo groups
• Miriam joins the Writing and Publishing Yahoo Group, answers questions helpfully and posts tips and links to her articles about making a manuscript look professional (and other related topics)
Resources:http://dir.groups.yahoo.com/
Aviva Blumstein - Kishor 2012
Forums
• You can find an active forum on the topic or locale of your business• You can participate helpfully beyond
promoting yourself
Good to use if…
Aviva Blumstein - Kishor 2012
• Miriam becomes a member on the forums of http://www.writers.net/, http://thebookmarketingnetwork.com and http://www.writersbeat.com/
• She contributes helpfully in the discussions and on occasion posts helpful tips and links to her articles about getting a manuscript ready to send to a publisher
Resources:Search Google for “your niche” forum
Aviva Blumstein - Kishor 2012
Ways to use:
Profile: personal, NOT for business – you can have “friends”
Page: for business – you can have “fans”
Group: participate around certain topic, like forum
Aviva Blumstein - Kishor 2012
Resources:Pages: https://www.facebook.com/pages/create.phphttp://www.hubspot.com/marketing-ebook/how-to-use-facebook-to-grow-your-businesshttp://blog.hubspot.com/blog/tabid/6307/bid/31633/The-Complete-Guide-to-Setting-Up-the-New-Facebook-Page-Design.aspx
Groups: Search Facebook for your niche (search bar on top left) and filter by “Groups” (in sidebar to left of search results)
• Chava makes her “Chava’s Homemade Ice Cream” page, where she posts her own (and other) articles on relaxing in Jerusalem and her store’s special offers
• She offers any new fan a coupon for a free ice cream scoop, and has business cards in her store promoting the deal
• She asks two seminary girls she knows to spread the word about the page (and the coupon) among their friends
Aviva Blumstein - Kishor 2012
Good for:
• B2B (business to business) networking and marketing
• Presenting a full picture of your professional skills and experience
• Participating in groups based on specific professions (medicine, catering) or other commonalities (locale, ethnicity, religion)
Aviva Blumstein - Kishor 2012
Resources:http://ezinearticles.com/?How-To-Generate-Leads-on-LinkedIn&id=5386654 (by Hillel Porath)
• Miriam presents a very compelling picture of her skills as an editor in her LinkedIn profile
• She makes sure that she “connects with” anyone she knows from real life and other social networks
• She joins groups centered on the writing and publishing industry, participates in the discussion and sometimes posts links to helpful articles she’s written on getting published
Aviva Blumstein - Kishor 2012
Good for:
• Targeting slightly more “techie” crowd
• Making initial contacts – you can address people even before you “connect” with them personally
• Sharing links
• Participating in “Twitter chats” on topics in your niche
Aviva Blumstein - Kishor 2012
Resources:http://www.hubspot.com/twitter-for-business-a-beginners-guide/https://followerwonk.com/ (for finding people to follow)
• Miriam follows people who have “aspiring author” in their bios as well as people who are good sources of information about the publishing industry.
• She tweets links about getting published (both her own articles and others).
• Miriam joins the #BookPro chat and participates actively there.
Aviva Blumstein - Kishor 2012
YouTube
Good to use if:
• You have entertaining or informative material that can be presented visually
• Your audience is searching for video answers to their questions about your niche
• You want your videos to show up in a Google search
• You want to have videos to share on your other social networks
Aviva Blumstein - Kishor 2012
Resources:http://gigaom.com/collaboration/34-ways-to-use-youtube-for-business/
• Ora (who sells handmade mitpachot) creates an animated video series on “How Many Ways Can You Tie A Scarf?”
• Miriam makes a video with a “visual audit” of a manuscript, highlighting common formatting mistakes that make a manuscript look less professional
Aviva Blumstein - Kishor 2012
Good to use if:
• Your products or services are visual in nature (jewelry, floral arrangements, interior design)
• You have entertaining or informative material that is visually appealing
Aviva Blumstein - Kishor 2012
Resources:http://www.hubspot.com/how-to-use-pinterest-for-business/
• Ora makes different themed pinboards pinning her mitpachot and other mitpachot
• She follows other Pinterest members who seem to be interested in fashion and accessories
• Ora creates a long infographic: “10 Ways to Get More Out of a Scarf” and pins it on its own pinboard
Aviva Blumstein - Kishor 2012
Google +
Good for:
• Connecting with a technologically advanced audience
• SEO (search engine optimization) for your website and blog
• Segmenting the messages you send to different audiences
Aviva Blumstein - Kishor 2012
Resources:http://www.seomoz.org/blog/why-every-marketer-now-needs-a-google-strategyhttp://www.blindfiveyearold.com/google-plus-seohttp://www.hubspot.com/how-to-use-google-plus-for-business
• Miriam uses keywords relating to her profession clearly in key areas in her Google+ profile
• She connects with other members of the writing and publishing industry – and puts different niches (authors, journal editors) in different circles
• Miriam shares helpful articles (her own and others’) with her circles and makes sure to optimize the titles for SEO
• She creates special “Hangouts” (multi-person video chats) where she does live audits of manuscripts for invitees
Aviva Blumstein - Kishor 2012
YOUR TURN!
List three places online where you can be involved to attract your ideal customer, and two ways of participating in each place.
Aviva Blumstein - Kishor 2012
WHEN?When are you going to share
this amazing content with your audience?
Aviva Blumstein - Kishor 2012
When your ideal client is:
Listening physically Listening emotionally
Online and in whatever forum you’re targeting
• Time zone• At work/not at work
Receptive to whatever message you’re sending
• Seminary girls during finals (Chava)• Women before chagim (Ora)
Aviva Blumstein - Kishor 2012
YOUR TURN!
Write down two factors in when your customer will be listening physically.
Write down two factors in when your customer will be listening emotionally.
Aviva Blumstein - Kishor 2012
A Final WHYWhy are you putting all this effort
into marketing your business?
Aviva Blumstein - Kishor 2012
Chesed
with your family
with your customers
Aviva Blumstein - Kishor 2012
Yehi ratzon she’Hashem yevareich et kulchen
b’parnasa tovab’revach, b’heter, u’v’kalut,
mi’yado ha’gedola v’ha’rechava.
Aviva Blumstein - Kishor 2012
B’Hatzlacha!
Thanks for being here!
Aviva Blumstein – www.debi-z.com