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  1. 1. 50 Agenda: 9:00 to 10:30 Email Marketing 11:00 to 12:30 Brand your business 1:30 to 3:30 Low cost Marketing tools 3:30 to 5:00 SEO - how to get found on the web
  2. 2. Email Mail Marketing Presenter Danielle MacInnis www.macinnismarketing.com.au
  3. 3. My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
  4. 4. Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!
  5. 5. Agenda: Email Marketing
  6. 6. Agenda: Email Marketing What’s in it for you?
  7. 7. Agenda: Email Marketing What’s in it for you? Create a email list
  8. 8. Agenda: Email Marketing What’s in it for you? Create a email list Create great content
  9. 9. Agenda: Email Marketing What’s in it for you? Create a email list Create great content Metrics
  10. 10. Agenda: Email Marketing What’s in it for you? Create a email list Create great content Metrics Use social media
  11. 11. Agenda: Email Marketing What’s in it for you? Create a email list Create great content Metrics Use social media
  12. 12. Agenda: Email Marketing What’s in it for you? Create a email list Create great content Metrics Use social media
  13. 13. Agenda: Email Marketing What’s in it for you? Create a email list Create great content Metrics Use social media
  14. 14. Agenda: Email Marketing What’s in it for you? Create a email list Create great content Metrics Use social media
  15. 15. What's in it for you? Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
  16. 16. What's in it for you? 1.Right email platform to use 2. Sources for great content 3. How to measure 4. How to leverage social media Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
  17. 17. Do you have a email list? House Lists tend to fall into 4 types: 1. Paper list (thankfully heading toward extinction) 2. Text "le 3. Excel spreadsheet 4. CRM solution Remove dead or invalid contacts Append information Get more qualified leads
  18. 18. Uploading an email list Normally as a csv file or xls file Remove dead or invalid contacts Append information Get more qualified leads
  19. 19. How to create an email list Offer on your business card On your website On your directory listings BOOK NOW Book a dog or cat clip and receive your free conditioner valued at $15
  20. 20. What system to use Email System Form http://www.wufoo.com http://www.jotform.com
  21. 21. What system to use Email System MailChimp http://www.aweber.com.au
  22. 22. Where to put your form? Website home page Directory Listings Email footer Flyers
  23. 23. Content Management System Hint: Have you got a burning marketing question to ask? Now is your chance!
  24. 24. Website Content Management System Wordpress Citymax http://www.daniellemacinnis.com http://www.citymax.com Weebly
  25. 25. 20 Measurement
  26. 26. 20 Measurement Tip: How do you show that you care?
  27. 27. Groom Co Grooming experts for small dogs
  28. 28. Groom Co Grooming experts for small dogs
  29. 29. What to measure?
  30. 30. 1. Permission is not optional When you send unsolicited email, you hurt your brand, your campaign and your sender reputation. Don’t use “stealth” methods to collect email addresses such as pre-checked boxes on site registration forms. 2. Manage your sender reputation Don’t get on an ISP’s bad side by sending too many emails too often or by generating a high number of spam complaints. ISPs will block your emails, shunt them to oblivion in the bulk folder and won’t bother to tell you what you did wrong. Here are some valuable tips for managing your sender reputation: • Honor unsubscribe requests within the ten-day window dictated by CAN-SPAM laws. • Stay off blacklists by monitoring, resolving and learning from spam complaints. If you’re delivering relevant content in formats that recipients want, you’ll minimize those complaints. • Use a double opt-in process and unique IP address. 3. Clean and analyze mailing lists A “dirty” list – one with too many unsolicited, incorrect, out-of-date or duplicated addresses – hurts your campaign performance and your company’s delivery and sender reputation. “List hygiene” means cleaning out bad addresses, which reduces undeliverable emails and helps you spot problems fast. Review your list to see who hasn’t opened or clicked for the last six months. Provide them with a compelling offer to re-engage. If that doesn’t work, try changing the frequency with which you contact them to test if that makes an impact in how they engage with you. 4. Be prepared for churn While good email marketing will keep your list engaged, the reality is that you need to continually use opt-in strategies to keep it viable. Not only should you have subscriber retention programs in place, but you’ll also need acquisition programs since as many as 30% of email addresses churn each year.
  31. 31. 5 5. Focus on list quality over list size Growing your mailing list is important, but don’t do it at the expense of quality. You may not have a large number of names in your database, but careful targeting will mean you have a list of high-value prospects and customers that result in higher response rates and greater success. 6. With opt-ins, establish and build trust An opt-in is a statement of faith from your subscriber. Respect that by asking only for the most necessary information at registration. 7. Respect recipients’ privacy Respecting the privacy of your email recipients and subscribers is a good business practice and will also help you avoid legal and ethical problems. Include a short, simple email privacy statement within your opt-in form and link it to the full policy statement on your Website. 8. Give recipients what they want and need Your subscribers expect control. If you don’t give them what they want, they’ll go elsewhere. Let them decide the email format (text or HTML), contact frequency and content preferences, if they’d like to receive additional information beyond what they opted-in for. 9. Design for the Inbox Poor design and improper formatting frustrate users.• Be sure to test sample messages to see what performs. • Put your company name in the “from” line for fast recognition. • Add a “grabber” subject line – 50 characters or less. • Use teaser text and HTML colors and layout rather than an image so readers can get an immediate “preview” of your email even if images are disabled. • Put the important content – the offer, call to action, newsletter contents etc. – at the top of the email for immediate viewing. You only have seconds to make your case, so make the most of them.
  32. 32. 5 Best Practices Check your email mechanics Don’t forget to check your email mechanics on a regular basis. Some of the best campaigns fail because simple items like response links, the unsubscribe process, co-registration or images fail. It takes time, but each email execution is valuable. Don’t frustrate your subscribers or waste your money by sending out an email that doesn’t have its most basic items working. One of the best and simplest methods for making sure that the mechanics of each and every email campaign are optimized is to create and consistently utilize an email development and deployment checklist. Test for correct rendering of emails on all email clients HTML emails – with pictures, colors and graphics – can look or function very differently when viewed in different email clients. Segment your list for better results Provide an admin function for each email so people can email someone directly Personalise for greater relevance Be prepared for mobile devices and social media Integrate your email into your complete marketing mix Deliver value consistently
  33. 33. Google Loves: Expert Content Tips Content
  34. 34. 53 Want help...? Over 80 Small Business Marketing Apps
  35. 35. 53 Want help...? Over 80 Small Business Marketing Apps
  36. 36. 53 Want help...? www.macinnismarketing.com.au Over 80 Small Business Marketing Apps
  37. 37. 53 Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com Over 80 Small Business Marketing Apps
  38. 38. 50 Don’t re-create, be resourceful!
  39. 39. 54 Thank you
  40. 40. Brand your business Presenter Danielle MacInnis www.macinnismarketing.com.au
  41. 41. My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
  42. 42. Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!
  43. 43. Agenda: Branding Brand your business - A strong brand starts from the inside out. It differentiates your business and attracts employees and customers. Learn in this seminar: • How a well-defined brand can help grow your business and what this means. • How to craft a strong brand name, logo, and key messaging to support the visual elements. • How to develop a brand strategy that involves the "how you do what you do" that shows your customers and employees you are valuable.
  44. 44. What's in it for you? Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
  45. 45. What's in it for you? 1. Templates to follow 2. Resources 3. Lots of examples 4. Short cuts Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
  46. 46. Why do you need a brand Let’s dispel some myths.... • First; A brand is not a logo. • Second; A brand is not an identity. • Finally; A brand is not a product. Tip: It is not what you say it is, it is what your customer says it is.
  47. 47. Why do you need a brand? People have too many choices Most have similar features or qualities We tend to buy on trust Trust = Reliability, and Delight • Price premium • Customer preference • Shorter sales cycles • Customer referral • Recruit the best team
  48. 48. What elements make up a brand? • Brand Strategy - positioning, value to your target market Building a strong identity - Differentiate • Brand Culture - How you do what you do - customer experience your values Building a strong culture - Collaborate • Brand Implementation - your look and feel Communicating the brand - Innovate
  49. 49. Who are you? What do you do? Why does it matter? Tip: set up google alert for your company, name and competitors name
  50. 50. About Us I don’t know who you are I don’t know your company I don’t know your company’s product I don’t  know what your company stands for. I don’t know your company’s customers I don’t know your company’s record I don’t know your company’s reputation Now what was it you wanted to sell to me? Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you.
  51. 51. Your business strategy? TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE
  52. 52. Your business strategy? TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?
  53. 53. Your business strategy? TARGET MARKET YOUR YOUR SKILLS, EXPERIENCE & BUSINESS THE PROBLEM YOU SOLVE VALUE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?
  54. 54. Your business strategy?
  55. 55. Target ideal customers, not everyone You want your ideal customer to say: “That’s for me”
  56. 56. Target ideal customers, not everyone You want your NEWSFLASH: It is not ideal customer about YOU. to say: It is about “That’s for me” THEM. Where do most of us have our focus most of the time? Our problems, issues, challenges, predicaments, worries, and pain are where we are focused.
  57. 57. Why should they care?
  58. 58. Step into your customers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
  59. 59. Step into your customers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
  60. 60. What your prospect is thinking Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
  61. 61. What your prospect is thinking 1. Do you work with people like me? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
  62. 62. What your prospect is thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
  63. 63. What your prospect is thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
  64. 64. What your prospect is thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? 4. Do you have some free information that can help me immediately? I don’t want to pay for anything yet! Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
  65. 65. Worksheet 1
  66. 66. Worksheet 1 Summarising your core marketing message Target market / ideal client (demographics + psychographics) Problem/Issue/challenge Where is the pain? Where does it hurt? Solution/Outcome Success story
  67. 67. Worksheet 2 Marketing Message
  68. 68. Worksheet 2 Marketing Message What do you say when someone asks you what you do? The formula is: What do you do? We work with ________________(This Target Market) Who ___________________(Have this Problem or Challenge) How do you do that? We help them get __________________(Ultimate Outcome) Tell me more... A good example is __________________(Success Story)
  69. 69. What is your elevator pitch? Focus on the story
  70. 70. What is your elevator pitch? Focus on the story “ I’m a groomer that specialises in grooming small dogs and come into my clients home so that the dog is more relaxed” “We groom dogs and only use environmentally approved products.” “We help pet owners who have let their pet hair get out of control and now they dog or cat resists getting groomed.” “ I take my time grooming elderly dogs and ensure that they remain comfortable during the grooming process.”
  71. 71. Why should they care?
  72. 72. Why should they care? Expert Problem they solve Grooming small dogs We specialise in small dog grooming needs with special equipment Grooming - Environmental Provide an alternative to pets with allergies to some shampoos and products
  73. 73. Why should they care? Expert Problem they solve Grooming small dogs We specialise in small dog grooming needs with special equipment Grooming - Environmental Provide an alternative to pets with allergies to some shampoos and products " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution."
  74. 74. Who wants to share their elevator pitch? Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.
  75. 75. Who wants to share their elevator pitch? " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution." Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.
  76. 76. Word of Mouth Testimonials Case Studies Does this service really work? Solution / Outcome - Trust
  77. 77. Branding - Consistency and Reliability Logo There are three components to the logo: Style Guide 1. Words – The words in your business name and the words in Value proposition your tagline Values 2. Icon – The picture part of your logo. 3. Colour – The primary and secondary colour you choose for your logo. Brand Personality Gregarious - Fun-loving - Empathetic - Gracious - Generous - Easy-going - Professional - Intense - Eccentric - Bubbly
  78. 78. Branding - Consistency and Reliability
  79. 79. Branding - Consistency and Reliability Tell a Friend Offer Special Treat
  80. 80. Branding Where do you put it? Van Business card Website Email footer Aframe Ads T-shirts Magnets
  81. 81. Branding - Experience How do you create a valuable customer experience?
  82. 82. Branding - Experience How do you create a valuable customer experience? Your Promises describe the result of your unique customer experience. Your Promise is what differentiates you from your competition. Your Promise is the intersection where your vision, your marketing intelligence, and your Client Fulfillment meet.  
  83. 83. Branding - Experience INFORMATION UNAWARE AWARE ATTENTION EXPERIENCE SIGN UP/SALE REFERRAL GATHERING The customer is happy to refer you They want more They want more At this stage, they The lead becomes Becomes familiar after experiencing Don't know information and information and may be ready for a a customer when with you. great service and anything about you are ready to are ready to "taste" or an they sign the Association wants to tell your or your company explore working explore working "EXPERIENCE" agreement and referral, meet you story and REFER with you with you prior to purchase pay. you to their network Ideal Target Build a Customer then Prospect Lead Qualified Lead Advocate Market Connection Client Publish Lead capture - Targeted Invitation to find Give them a taste Sign an agreement Write up a autoresponder information that out more or a bite size or quotation testimonial or solves their sample for free, success story problem download, survey results, free call Referral Conversation - Clarify their issues collect details Direct Mail, Call to action An offer that postcard, mail appeals to them Advertising Call to action A call to action that gets thier attention Media - PR Lead capture - Subject matter that autoresponder is important to them Networking Conversation - Events they would collect details attend Speaking Call to action and Events they would lead capture attend Online SEO, Lead capture - Words they would Google, viral, autoresponder use and online video and social tools media Getting found in Call to action and Directories they
  84. 84. Branding
  85. 85. Want help...? Over 80 Small Business Marketing Apps
  86. 86. Want help...? Over 80 Small Business Marketing Apps
  87. 87. Want help...? www.macinnismarketing.com.au Over 80 Small Business Marketing Apps
  88. 88. Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com Over 80 Small Business Marketing Apps
  89. 89. Thank you
  90. 90. Low cost Marketing Tools for small business Presenter Danielle MacInnis www.macinnismarketing.com.au
  91. 91. 8 My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
  92. 92. Agenda: Low Cost Marketing Tools for your small business
  93. 93. Agenda: Low Cost Marketing Tools for your small business What’s in it for you?
  94. 94. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online
  95. 95. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms
  96. 96. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email
  97. 97. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email Web or Blog presence
  98. 98. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email Web or Blog presence SEO tools
  99. 99. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email Web or Blog presence SEO tools Productivity
  100. 100. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email Web or Blog presence SEO tools Productivity Social Media
  101. 101. Agenda: Low Cost Marketing Tools for your small business What’s in it for you? Tools to get your online Survey and Forms Email Web or Blog presence SEO tools Productivity Social Media
  102. 102. 3 Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!
  103. 103. 7 What's in it for you? Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
  104. 104. 7 What's in it for you? 1 Understand what is currently not working and why 2 Better approach to marketing and sales for your business 3 Tools and templates to use 4 Learn from others in the room and their experience 5 What you might do differently to attract your ideal customers 6 Practice Just In Time Learning Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
  105. 105. 5 What marketing are you doing?
  106. 106. 9 What Marketing Tools Do I need?
  107. 107. 11 Choose, Attract, Capture, Nurture, Sell, Retain
  108. 108. 11 Choose, Attract, Capture, Nurture, Sell, Retain
  109. 109. 20 Attract and Retain
  110. 110. 20 Attract and Retain Tip: How do you show that you care?
  111. 111. 19 Website Content Management System Wordpress Citymax http://www.daniellemacinnis.com http://www.citymax.com Weebly
  112. 112. 12 Lead Capture
  113. 113. 12 Lead Capture Hint: Capture potential customers
  114. 114. 14 Forms, survey - call to action buttons http://www.wufoo.com http://www.jotform.com Choose, Attract, Capture, Nurture, Sell, Retain
  115. 115. 15 Lead Nuture Hint:It takes on average seven interactions before a person buys.
  116. 116. 16 Email marketing Zoho Aweber http://www.zoho.com http://www.aweber.com.au MailChimp Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you.
  117. 117. 18 Attraction Marketing
  118. 118. 25 Search Engine Optimisation http://websitegrader.com/ https://www.google.com/analytics Tip: Set up google alerts to follow your mentions or your competitors on the web!
  119. 119. 26 Productivity Tools
  120. 120. 40 Social marketing Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards!
  121. 121. 41 You need to go where your audience is
  122. 122. 41 You need to go where your audience is
  123. 123. 41 You need to go where your audience is "86% of Australian internet users are looking to their fellow internet users for opinions and information on products, services and brands"
  124. 124. 41 You need to go where your audience is "86% of Australian internet users are looking to their fellow internet users for opinions and information on products, services and brands" Melanie Ingrey, Director for Nielsen's online Business
  125. 125. 43 Choose where you play Monthly average 2010 Social Media Marketing MacInnis Marketing Visitors or views Leads Customers Blog 1500 15 0 Web 500 40 3 Twitter 247 3 0 Podcast 1000 5 0 Auto-email campaign 500 14 3 Networking sites 500 10 1 Linked in 500 3 0 Articles 1000 2 0 Slideshare 200 0 0
  126. 126. 43 Choose where you play Monthly average 2010 Social Media Marketing MacInnis Marketing Visitors or views Leads Customers Blog 1500 15 0 Web 500 40 3 Twitter 247 3 0 Podcast 1000 5 0 Auto-email campaign 500 14 3 Networking sites 500 10 1 Linked in 500 3 0 Articles 1000 2 0 Slideshare 200 0 0
  127. 127. 44 Content is King
  128. 128. 47 Good websites Keys to build a great website 1. Attract prospects 2. Great content 3. Get found 4. Convert prospects to leads (call to action) 5. Measure your ROI Tip: Websites are for lead generation and conversion. It is not just a matter of “looking good”. Ugly and crowed, Vs beautful and empty!
  129. 129. 47 Good websites Keys to build a great website 1. Attract prospects 2. Great content 3. Get found 4. Convert prospects to leads (call to action) 5. Measure your ROI Tip: Websites are for lead generation and conversion. It is not just a matter of “looking good”. Ugly and crowed, Vs beautful and empty!
  130. 130. 52 Do you feel like this?
  131. 131. 52 Do you feel like this?
  132. 132. 19 Sales and Marketing System Bloomtools.com https://www.thewebconsole.com
  133. 133. 53 Want help...? Over 80 Small Business Marketing Apps
  134. 134. 53 Want help...? Over 80 Small Business Marketing Apps
  135. 135. 53 Want help...? www.macinnismarketing.com.au Over 80 Small Business Marketing Apps
  136. 136. 53 Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com Over 80 Small Business Marketing Apps
  137. 137. 50 Don’t re-create, be resourceful!
  138. 138. 54 Thank you
  139. 139. Search Engine Optimisation Presenter Danielle MacInnis www.macinnismarketing.com.au
  140. 140. My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
  141. 141. 3 Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!
  142. 142. Agenda: Search Engine Optimisation
  143. 143. Agenda: Search Engine Optimisation What’s in it for you?
  144. 144. Agenda: Search Engine Optimisation What’s in it for you? Get found online
  145. 145. Agenda: Search Engine Optimisation What’s in it for you? Get found online Convert leads
  146. 146. Agenda: Search Engine Optimisation What’s in it for you? Get found online Convert leads Optimise your site in all search engines
  147. 147. Agenda: Search Engine Optimisation What’s in it for you? Get found online Convert leads Optimise your site in all search engines Tips to improve your conversion rate
  148. 148. Agenda: Search Engine Optimisation What’s in it for you? Get found online Convert leads Optimise your site in all search engines Tips to improve your conversion rate
  149. 149. Agenda: Search Engine Optimisation What’s in it for you? Get found online Convert leads Optimise your site in all search engines Tips to improve your conversion rate
  150. 150. Agenda: Search Engine Optimisation What’s in it for you? Get found online Convert leads Optimise your site in all search engines Tips to improve your conversion rate
  151. 151. Agenda: Search Engine Optimisation What’s in it for you? Get found online Convert leads Optimise your site in all search engines Tips to improve your conversion rate
  152. 152. What's in it for you? Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
  153. 153. What's in it for you? 1. Right Platform for building your site: Content Management System 2. How do you make your website google friendly: – No Flash – Above the fold – Tagging and header descriptions – Key Words – Links 3. Local Directories Tip: See something you want to know more about? Jot it down on 4. Google Analytics the feedback form and we will make sure we get back to you with the good oil.
  154. 154. What is your current website like? Is it a brochure website?
  155. 155. What is your current website like? Is it dynamic and easily updated?
  156. 156. 3 Content Management System Hint: Have you got a burning marketing question to ask? Now is your chance!
  157. 157. Website Content Management System Wordpress Citymax http://www.daniellemacinnis.com http://www.citymax.com Weebly
  158. 158. What is your current website like? Description on menu Phone Call to action
  159. 159. What is your current website like? Pet Pavilion Website No Phone Offer Testimonials
  160. 160. Headings Key words and descriptions
  161. 161. 20 Attract and Retain
  162. 162. 20 Attract and Retain Tip: How do you show that you care?
  163. 163. What is your current website like? Phone Offer Testimonials Social media Above the fold
  164. 164. Google Loves: Video Text
  165. 165. Google Loves: Images
  166. 166. Google Loves: Expert Content Tips Content
  167. 167. Social marketing Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards! 107
  168. 168. 44 Content is King
  169. 169. Links back to your site http://www.petshq.com.au/find/pet- grooming-dog-wash-clipping/vic/ melbourne/3039/moonee-ponds.htm
  170. 170. Mouth Marketing - Now online http://www.womo.com.au/search/Dog-Washing-and-Grooming-near-Moonee-Ponds-VIC-3039/R0051001
  171. 171. Social marketing Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards! 111
  172. 172. Content is King
  173. 173. Facebook
  174. 174. Search Engine Optimisation
  175. 175. Search Engine Optimisation Local Search Directories 1.Pet Pages 2.True Local 3.The Pet Directory 4. Ozdoggy.com.au
  176. 176. Search Engine Optimisation https://www.google.com/analytics Tip: Set up google alerts to follow your mentions or your competitors on the web!
  177. 177. Search Engine Optimisation 1. Promote your website address EVERYWHERE. List your website address on your business cards, stationary, email signature, invoices, product labels or other marketing materials. 2. Use your keywords. Keywords are the words people may type into search engines (eg. Google) to find your products or services on the Internet. Put these keywords in key locations within your website (page names, titles, headings, links etc). This tells Google that these are the words they should rank you high for, getting you to appear higher in the search results for those words, eg. Page 1 of Google 3. Use your Social Media Accounts to promote your website. This allows you to be found in multiple places on the Internet, increasing your exposure to your target market. 4. Feed your website into your Social Media Accounts. Get your blog posts and article listings to feed into your Social Media accounts to make it easier to keep these accounts fresh and exciting, saving you time as well as drawing people back to your website. 5.Check out your .xml site map. An .xml sitemap is a dedicated page allows Google to log all the content on your website and will improve your Search Engine Rankings. If you have your website with us, you’ll find yours at www.[your website domain].com/sitemap.xml.
  178. 178. 25 Search Engine Optimisation 6. List your business on Google Places. It’s free and it will get you on Page 1 of a Google search when someone is searching in your local area. Plus, it only takes a few minutes to set up. When you have finished setting up your listing, send an email to your clients asking them to leave you a review and Google +1 you. 7. Use third party business listings and local directories. A great example is True Local but there are plenty of others out there. Make sure you add your website address to the profile, as well as a short, keyword rich description of what you do. Keep a list of all the directories you are in so you can update them quickly and easily in the future. 8. Make use of multimedia. The Internet has fueled a boom in using multimedia to promote business. If you have some great images, articles or videos that could help promote your website, make sure you upload them to the Internet. Sites like YouTube and Flick
  179. 179. 25 Search Engine Optimisation http://marketing.grader.com/
  180. 180. Mobile
  181. 181. Do you feel like this?
  182. 182. Do you feel like this?
  183. 183. 53 Want help...? Over 80 Small Business Marketing Apps
  184. 184. 53 Want help...? Over 80 Small Business Marketing Apps
  185. 185. 53 Want help...? www.macinnismarketing.com.au Over 80 Small Business Marketing Apps
  186. 186. 53 Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com Over 80 Small Business Marketing Apps
  187. 187. 53 Want help...?
  188. 188. Don’t re-create, be resourceful!
  189. 189. Thank you

Notas do Editor

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  • Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus.\n\nMy goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.\n
  • Biggest strength is to think like a customer. Show empathy. It is that simple and complex.\n
  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
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  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
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  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
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  • Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus.\n\nMy goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.\n
  • Biggest strength is to think like a customer. Show empathy. It is that simple and complex.\n
  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
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  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
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  • How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model. \n
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  • It takes long term outlook so say no. \n\n
  • It takes long term outlook so say no. \n\n
  • It takes long term outlook so say no. \n\n
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  • Big nets: Advertising, google\n\n How much do you know about your customers?\n The narrower your customer focus the more business you will attract.\n Why? You know them well, what they want, where they are, there hot buttons.\nIt’s a lot easier to market to a target group\nthan to an unfocused group.\nProblem/Issues/Challenges\nWhy do your ideal clients need this service? What’s not working or\ncould work better? What’s missing? What’s broken? What’s frustrating\nor what are they struggling with?\nWhat are your clients complaining about?\nWhat are your competitors not currently delivering?\nWhat are the current expectations in your industry?\nHow can you leverage your current level of expertise?\nWhat will a complete solution save your clients?\nWhat's the current cost of living with the problem?\nHow are most services packaged?\nWhat's missing from most service packages?\n
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  • Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
  • Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
  • Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
  • Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
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  • Who wants to have a go?\nOne of the most important things you can do in preparing to\nmarket is to study the problems of your clients. Why do they\nneed you? What’s frustrating them? What are they struggling with?\nWhat’s missing for them? What don’t they have what they want to\nhave? What keeps them awake at night? What is causing them grief?\n\n\n
  • What actual results will your clients be left with when they use your\nservice? What ultimate result will make them happy? Ask, “If they got\nthat result, would that be enough?”\nGet Attention\nThe major frustration for these business owners is they don’t know how to attract their ideal customers and often result to doing ad-hock marketing at the last minute as they struggle to keep their cashflow consistent.What is the problem that they have?\n How do you solve this problem?\n\n
  • What actual results will your clients be left with when they use your\nservice? What ultimate result will make them happy? Ask, “If they got\nthat result, would that be enough?”\nGet Attention\nThe major frustration for these business owners is they don’t know how to attract their ideal customers and often result to doing ad-hock marketing at the last minute as they struggle to keep their cashflow consistent.What is the problem that they have?\n How do you solve this problem?\n\n
  • Visit their website\n
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  • Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus.\n\nMy goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.\n
  • Biggest strength is to think like a customer. Show empathy. It is that simple and complex.\n
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  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • Do you know what is working?\n
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  • It is a process. It never ends. IT can be as simple or as detailed as you have time for. It is all about making better business decisions to attract a stream of ideal customers and create a brand your customers and your employees love.\n
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  • T-shirt\n
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  • How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model. \n
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  • How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model. \n
  • Target Market/Ideal Client\nWho are the ideal clients for your service? What are the demographics\nand psychographics - industry, position, needs, values, etc? What’s the\n“personality profile” of an idea client?\nHow does cold calling work for you?\n\n\nCompany Demographics\nIndividual Demographics\nIndustry\nAge\nSize of Company\nGender\nGeographic Location\nEthnicity\nAnnual revenues\nIncome\nWho their customers are\nSituation\nAge of company\nDemographic\nGender balance\n\nAge of average employee\n\nWho you sell to in the company\n\nProfession\n\nGeographic location\n\nCompany Psychographics\nIndividual Psychographics\nCompany mission/philosophy\nKnowledge, skill, experience\nManagement style\nPersonal values/life outlook\nReputation in industry\nWork ethic\nCommitment to training/education\nPersonal style\nHiring practices\nIntelligence\nLitigation history\nIntegrity\nLevel of integrity\nFlexibility\nAwards for excellence\n\nCommunity involvement\n
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  • Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus.\n\nMy goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.\n
  • Biggest strength is to think like a customer. Show empathy. It is that simple and complex.\n
  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
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  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • If you have any thing else you would like to add do it now!\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n
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  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
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  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
  • Do you know what is working?\n
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