use online content, conversation, and persuasion to build your business
DESCRIPTION
Kenton Larsen's presentation at the Women's Enterprise Centre, May 24, 2012.TRANSCRIPT
Use Online Content, Conversation, and Persuasion to Build Your Business
Presented by Kenton Larsen
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Do I need to be online?
• YES – whether you want to or not.
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The objective
• To strike up a new conversation using consistently branded and maintained online platforms as a launching pad.
• To take part and set the agenda for a new conversation: by being genuine, real, and open with people.
If you think strategically and understand certain principles, you can master the medium.
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Know the new media basics
• Control the online experience by making it consistent across platforms.
• You need a blog or website as a landing pad.• Really listen to what people are saying, and
respond accordingly.• Conduct research.• Be transparent.• Look for sites that write about you.• Email your social-media links to your clients.
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Consider a publicity/communication plan to go with it
New media becomes more powerful with a publicity plan, online promotions, advertising, and contests to get people interacting with you:
– Simultaneous media targeting with a quality productor idea.
– Media supports.– Public appearances/special events.– Ongoing media relations.– A tone.
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Conversation and buzz is the new marketing model
Old Marketing New Marketing
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Everything that you writeonline is “persuasion”
The four principles of persuasion
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#1 – Identification principle
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#2 – Action principle
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#3 – Familiarity and trust principle
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#4 – Clarity principle
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Ten tips
1. Listen/search.
2. Build a blog/website/social media.
3. Find your clients – be where they are.
4. Build relationships.
5. Be human.
6. Be personal and professional.
7. Build trust.
8. Make an impact.
9. Make $$$!
10. Be part of the community with whom you do business.
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Let’s talk about you
• What are some of the online challenges at your business?
• What do you think would be most useful for your business?
• Any social media/apps you’d like to know more about?
• Any questions about anything?