4 hour presentation madam glamour v090710

http://www.thecreativecollective.com.au


• The Creative Collective + YummieMummie.com.au

Yvette Adams


Citizen of the world


Kids – Rio (6 years) + Matisse (3 years)

Yvette Adams


The types of things I do with my clients

2000 on the database 6729 on the database

Unique users per month to site = 665

Unique users per month to site = Regularly 5000+

Communication frequency = infrequent

Communication frequency = every two weeks – either newsletter or special offers

Online sales = $6000 per annum

Online sales = $100,000+ per annum

Predominantly offline marketing

Predominantly online marketing


Let me get to know you a little better…

• Facebook? know it? use it?• Linkedin? know it? use it?• Twitter? Know it? Use it?• Blog? have one? work it?• Website? have one? use it?• CMS website? have one? reap the reward?• Online database? have one? use it?• SEO? know it? use it?• Adwords? Know it? use it?• Emarketing? Know it? use it?• Ecommerce? have one? use it?


• That you are REALLY excited, committed and FIRED UP abour your online business

• That you need to establish, then grow your database• That you’d like to get sales happening as soon as possible• That you’d love to be as efficient as you can• That you’d love to automate tasks where possible• That you’d like to know about the most cutting edge, innovative

marketing strategies currently available to you• That you are only interested in strategies that give you a

GREAT return on investment

Important presumptions I’ve made about you for my presentation

STOP START

Always doing what you’ve always done (because you’ll always get what you’ve always go, or worse – times are changing!)

Thinking outside the square of the most innovative marketing strategies you could possibly engage in

Burying your head in the stand and making excuses about being busy/non techie/limited by budget

Being open minded about the possibilities and how they could benefit your business some of which are very easy to do and low cost or no cost!

Throwing stuff out there with no proper measurement devices in place

Tracking and measuring EVERYTHING you do

Measuring the cost of advertising and marketing activities

Measuring the impact of marketing activities

Doing things offline… ..if they can often be done faster and cheaper online

Guessing and presuming what your prospectives and clients want

Conducting research to understand buying motives and barriers to sale

The effect I hope to have on you…The effect I hope to have on you…

STOP START

Looking for new business If you haven’t maximised what you’re already sitting on and what they are worth to you

Having casual phone, email and walk in chats to prospective clients

A bullet proof prospect to conversion system that capitalises on every contact you receive

Waiting until your client comes to you

Keeping in touch via a frequency and method that is helpful, not annoying

Not wanting to put yourself in the spotlight

Creating and taking publicity opportunities for the good of your business

Hoping for the best and having a ‘bit of an idea’ of what you want to achieve at the end of the day

Getting crystal clear about your objectives, setting SMART goals and targets

The effect I hope to have on you…The effect I hope to have on you…

The sales funnel

The ice-cream

The Ice-Cream Marketing Funnel

© 2006 Yvette Adams


Setting the scene

http://www.youtube.com/watch?v=sIFYPQjYhv8


Setting the scene

As of September 2009, there were 1.73 billion internet

users in the world.


Setting the scene


Setting the scene – Australia stats


How many internet users in Australia?

• As of June 2009, the Australian Bureau of Statistics reported 8.4million active internet subscribers in Australia.

• According to ComScore Australia’s internet population over the age of 15 in 2009 grew to 12.6 million Australians from 11.3 in 2008. ComScore, November 2009


• CSIRO is developing wireless technologies to bring broadband Internet access to rural and remote areas of Australia. http://www.csiro.au/science/Broadband-to-the-bush.html

• The Rudd Government’s introduced a mandatory censoring of certain internet content filtering plan at the end of 2008. The plan was first created as a way to combat child pornography and adult content, but could be extended to include controversial websites on euthanasia or anorexia.

See these website for more info:• http://www.netalert.gov.au/• http://openinternet.com.au/ • http://google-au.blogspot.com/2009/12/our-views-on-mandatory-isp-

filtering.html

Issues affecting your online business In Australia

http://www.csiro.au/science/Broadband-to-the-bush.html

http://www.netalert.gov.au/

http://openinternet.com.au/

http://google-au.blogspot.com/2009/12/our-views-on-mandatory-isp-filtering.html

http://google-au.blogspot.com/2009/12/our-views-on-mandatory-isp-filtering.html


So how can you & your business ride the exciting internet wave??


1. EQUIPMENT & SOFTWARE - http://www.e-businessguide.gov.au/understanding/start/equipment

2. SECURITY - http://www.staysmartonline.gov.au/secure-computer3. BE ALERT - https://www.ssoalertservice.net.au/user/?action=register4. INTERNET CONNECTIONS-

http://www.e-businessguide.gov.au/understanding/start/connected and http://www.e-businessguide.gov.au/building/technical/connection

5. Downloads, uploads & bandwidth - http://www.planetisp.com.au/calculator.php

6. BACK UPS – Back up often!7. BROWSERS – Explorer, Firefox, Chrome, Safari & More8. EMAIL - http://www.e-businessguide.gov.au/understanding/start/email

9. GETTING MOBILE - http://www.staysmartonline.gov.au/secure-smartphone

Well first you gotta get your tool kit ready…

http://www.e-businessguide.gov.au/understanding/start/equipment

http://www.staysmartonline.gov.au/secure-computer

https://www.ssoalertservice.net.au/user/?action=register

http://www.e-businessguide.gov.au/understanding/start/connected

http://www.e-businessguide.gov.au/building/technical/connection

http://www.planetisp.com.au/calculator.php

http://www.e-businessguide.gov.au/understanding/start/email

http://www.staysmartonline.gov.au/secure-smartphone


Now for some more fun tools…

Google has a lot to offer….


1. Google Account https://www.google.com/accounts/NewAccount

2. Google Profile http://www.google.com/profiles/

3. Google Maps http://www.google.com/maps

4. Google Alerts http://www.google.com/alerts

5. Google Calendar http://www.google.com/calendar

6. Google Analytics http://www.google.com/analytics

7. Google Trends http://www.google.com/trends

8. Google Webmaster http://www.google.com/webmaster

AND there is many more!

A small intro to the suite of Google’sfree tools

https://www.google.com/accounts/NewAccount

http://www.google.com/profiles/

http://www.google.com/maps

http://www.google.com/alerts

http://www.google.com/alerts

http://www.google.com/calendar


http://www.google.com/analytics


http://www.google.com/trends


http://www.google.com/webmaster

Tracking the results

• Google Analytics or other web stats in place• Offline procedures in place

You must ask every single person who:• Walks in• Phones up• Emails you

For their: • Name• Email• Phone – main and alternative is ideal• Post code• Preferred method of contact i.e. phone or email• HOW THEY HEARD ABOUT YOU. ‘newspaper’ is not enough –

try and extract exact name of the publication and note it.


It should be the epicentre of your business It can work for you 24/7 It can grow with your business – i.e. more classes, change

of contact details, news etc. Google will reward you The demographic you are targeting demand it (Gen X & Y)

starts a search for new info, services and products on a search engine, Cell phone, no landline, pay bills online, Reads blogs/websites/youtube not newspaper, does not have Yellow Pages, into Social networking, judges brands by their web site.

THERE ARE NOW MORE GEN X & Y IN THE WORKPLACE THAN BABYBOOMERS

PRIORITY 1 – Get the website right. WHY?


Traits of a GOOD website

Visually appealing Fulfills the ‘8 second rule’ Data capture prominent and enticing for users to leave details i.e.

incentive Any desired call to action prominently featured Opportunities for clients to ‘interact’ where-ever possible –

comments, fill in form, check availability, view photos, videos, audios etc.

Easy to find the information they want with multiple navigation points plus main service offerings clearly identifiable

Loads fast Scannable copy with lots of internal links Search engine optimised Regularly updated so encourages repeat visits – events and news

articles good here


Options include:

• Google Maps, Profile etc• Business directories – paid and unpaid• Government/council/local directories• Industry directories• Social media (but we’ll go into that more later)

PRIORITY 2 – Establish a web presence


Visibility on Google Maps gives you access to approx 2.6 million Australians each month according to Roy Morgan

Are you on there? It’s free!

Google Maps


The types of categories you might like to list for


• Yellow pages - http://www.yellowpages.com.au/awu_freeListing.do

Free business directories

http://www.yellowpages.com.au/awu_freeListing.do


Search ‘free business directory’ or ‘free business listing’ or similar


Example of a free business directory


1.2 – Paid business directories


Government/council directories


Local directories


Industry directories


Article directories

PR news wires


• Means you can quickly and easily contact your database in a relevant way rather than spending hours on the phone ‘ringing around’ and not getting any body or hours printing and collating envelopes and posting out specials or running the risk of missing people from hotch potch excel spreadsheets or ‘groups’ in outlook.

• You can start to do contras with other companies i.e. I’ll give you a mention in my blast out if you’ll give me one in yours

• Adds significant value to your business should you ever decide to sell it.

• Gives you a good birds eye view of your business.

• Can grow automatically overnight if linked toyour website

PRIORITY 3 – Establish a database The importance of a centralised, online database


Why Microsoft Outlook/Express/ Hotmail etc just won’t do

error 452 4.5.3 Too many recipients specified

You have exceed the maximum number of recipients allowed within one hour. Please try again in one hour.


Six things you need to know about databases

1. Have one

2. Grow it – You need to be constantly thinking of ways to grow your database.

3. Segment it into relevant client groups that apply to your business – different people are interested in different products, services, events or information you might have on offer so don’t bother them with things that don’t apply. Just think, how would you like someone telling you all about make-up when you’re a bloke!

4. Communicate with either the entire database or the client groups mentioned above REGULARLY (but not so often that you end up annoying them and they unsubscribe) and RELEVANTLY.

5. Track results and listen to and implement the feedback your database give you

6. Get a system that will grow with you


• Prospective clients• Deactivated clients• Current clients• VIP Clients

Categories every business should have

• By product purchase• By service• By gender• By location

Some others that may suit you


1. Tell your clients, associates, and friends

2. Put a signup form on your home page and every page of your Web site.

3. Offer a free goodie for new subscribers - free article, report, resource list, e-book, etc.

4. Offer an incentive i.e. go in the draw to win a free shopping spree, new draw every month!

5. Swap ads in broadcasts from other databases

6. Buy ads in broadcasts from other databases

7. Plug your website/database sign up in your e-mail signature

8. Get content published in OTHER enewsletters

9. Promote your website/incentive to the professional organizations and associations you're a member of.

10. Encourage people to sign up on the back of your business cards.

11. Become active in a few online forums where your ideal market hang out.

Ways to start or grow your database


The quick and dirty guidelines to effective emarketing

•80% of whether they open is the subject header – focus on What? (What will users find on this page — i.e., what's its function?) Why? (Why should they care — i.e., what's in it for them?) or the ‘so what factor’

•Frequency

•Timing

•Effective, relevant copy

•Irresistable offers/exceptionally strong calls to action

• Images

•Don’t forget your plain text version/MIME

•Meet your legal obligations — For example, CAN-SPAM for US senders.

•Test, test, test

•Test, measure, refine, repeat


http://www.businesscatalyst.com

Emarketing systems we use and recommend…

CASE STUDY | YummieMummie.com.au

Name:

Email:

Post code:

How did you hearabout us?


CASE STUDY | YummieMummie.com.au Set objectives & benchmarksGOALS:

1)To get 500 people registered on our database within first month of being live2)To get $30 in profit in first month of being live to cover only business overhead – monthly web hosting fee

TACTICS PRE LAUNCH:

1)Set up emarketing system2)Got ‘splash page’ up approx. 2 weeks prior to launch date3)Sent email to family, friends and other contacts, encouraged them to send on via pre-written email4)Posted link to site on social media profile pages5)Brokered deals for promotion to run in strategic alliance blast outs prior to launch6)Kept in touch with growing database to build anticipation ‘just a few days now’, ‘just a few hours’, unveiling prizes etc



TACTICS AT LAUNCH:

1)Went live when we said we’d go live (10am, 9 May)2)Tested to make sure everything was working3)Sat back and waited to see what would happen….

RESULTS AT LAUNCH: •Within 2 minutes of one strategic email going out, 28 sign ups•186 sign ups, day before site had even gone live•Went live at 10am…•By 11:30am - 500 sign ups

Unique users on www.yummiemummie.com.au site

http://www.yummiemummie.com.au/



FINAL RESULT

•Over 1000 on the database•Profit of $60, passive income in first two weeks of business

TACTICS DURING LAUNCH:

•Saw how effective cross marketing was working and brokered more• Saw leading referrer was http://www.lottos.com.au/forum/viewthreadlite.php and http://www.wincompetitions.com.au/board/index.php and posted more forum references

http://www.lottos.com.au/forum/viewthreadlite.php

http://www.lottos.com.au/forum/viewthreadlite.php

http://www.wincompetitions.com.au/board/index.php

http://www.wincompetitions.com.au/board/index.php


SEO & SEM

Search term

SEO stuff

PPC stuff


SEO – search engine optimisation

Our methodology:

1. Research – keywords & competitors

2. Strategise plan of attack – select keywords, delegate tasks

3. Internal optimisation (on page) - page title, header tags, meta description, alt tags on images and links , keyword density

4. External optimisation (off page) - link strategies, article submissions, PR newswires, blogs


1. Research – keywords & competitors

Tools you can use:

1. https://adwords.google.com/select/KeywordToolExternal (free)

2. Goodkeywords – free

3. It’s not free, but it is pretty good: http://affiliate.wordtracker.com/d/722e16/699/a/155079/iMonthly cost: $52.70

4. http://www.keywordlocator.com. One time cost: $87

5. www.keywordspy.com + http://www.spyfu.com

6. Google Insights – compare search volume patterns across regions, categories and time frames

7. marketsamurai.com

8. domaintools.com – analyse ownership of competitor domains and therefore online strategy

There are many more too.


Research – select keywords

Mistakes to avoid when selecting keywords:

Targeting:• Single-word terms • Terms that are way too broad, and not focused to what you offer • Terms that are too specialized, which nobody searches for • Terms which are unpopular • Highly-competitive terms which you can't hope to rank well for

Number of Google Matches Term

11,600,000 writer

1,200,000 real estate writer

48,000 freelance real estate writer

9,000 freelance real estate writer los angeles


2. Strategise plan of attack – select keywords, delegate tasks

I am going to target the following keywords and key phrases……

I am going to optimise the following pages as a priority………

And further pages in this priority…….

I will need assistance from these areas……


3. Internal optimisation of page

• page title• header tags• meta description• keywords• alt tags on images and links• keyword density


<head>

<title>Cookies and Cream - designer childrens clothing. Fun fashion for kids. All the best labels - albetta, mama mio, baby legs +++</title>

<meta name="keywords" content="children, kid, baby, toddler, clothing, clothes, wear, fashion, designer, label" />

<meta name="description" content="Cookies and Cream - designer childrens clothing. Fun fashion for kids. All the best labels - albetta, mama mio, baby legs +++" />

<meta http-equiv="Content-type" content="text/html; charset=iso-8859-1" />

<meta name="publisher" content="Web Design by The Creative Collective http://www.thecreativecollective.com.au" />

<meta name="generator" content="" />

<meta name="robots" content="ALL" />

Meta data/ meta tags

1. External OPTIMISATION (off page)

Keyword density


4. External optimisation (off page)

• Link strategies• Article submissions• PR newswires• Blogs


SEM/PPC

Search term

SEO stuff

PPC stuff


• Pay per impression

• Pay per click

• Content network v search network

• Set your budget

• Track, measure, refind

Pay per click – how it works


• Google Adwords – target by keywords and regions

• Yahoo! Search Marketing (formerly Overture) - http://searchmarketing.yahoo.com/en_AU/

• Microsoft adCenter - https://adcenter.microsoft.com

• Facebook – target by towns/cities, gender, marital status, education +++

• Ebay – https://adcommerce.ebaypartnernetwork.com/adnetfiles/home/en-US/index.html

• Sensis Bidsmart - https://bidsmart.sensis.com.au/

• Others

Pay per click options


• A study on social networking usage in Australia, found more than 70 percent of Internet users in Australia visited a social networking site in June 2009, up 29 percent from the previous year. ComScore, August 2009

• Yahoo!7 Answers received 2.5 million Australia visitors. Nielsen, November 2009• Twitter growth in the past 12 months in Australia equates to 1150%.November 2009• Wikipedia received 5.2 million Australian visitors. Nielsen, November 2009• 79.1% of internet users in Australia view online video. Universal McCann, July 2009• YouTube receives 6.17 million monthly Australian visitors. ComScore, 2009• Blogger received 3.1 million Australian visitors. Nielsen, November 2009

Australian social media stats

Company FiguresMore than 400 million active users50% of our active users log on to Facebook in any given dayMore than 35 million users update their status each dayMore than 60 million status updates posted each dayMore than 3 billion photos uploaded to the site each monthMore than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each weekMore than 3.5 million events created each monthMore than 3 million active Pages on FacebookMore than 1.5 million local businesses have active Pages on FacebookMore than 20 million people become fans of Pages each dayPages have created more than 5.3 billion fans

Average User FiguresAverage user has 130 friends on the siteAverage user sends 8 friend requests per monthAverage user spends more than 55 minutes per day on FacebookAverage user clicks the Like button on 9 pieces of content each monthAverage user writes 25 comments on Facebook content each monthAverage user becomes a fan of 4 Pages each monthAverage user is invited to 3 events per monthAverage user is a member of 13 groups

Facebook stats


Facebook stats

Top 10 Facebook User Population

1. United States 79,983,7602. United Kingdom 19,592,8003. Turkey 12,451,3204. Canada 12,111,7205. France 11,657,1806. Italy 10,652,9607. Indonesia 8,175,6008. Australia 6,439,9809. Spain 6,284,12010. Colombia 5,970,040Source:checkfacebook.com - Aug 09


•Over 6.4 Aussies are on Facebook or at least have opened an account - 38.48% of the Australian online population and 2.46% of the global audience (261,807,120 users)

•Australian Facebook users uploaded 80 million pictures, wrote 32 million wall posts and 45 million status updates in October. Nielsen, November 2009

•Facebook’s now accounts for 29 per cent of all time spent online by Australians – this has seen research group Nielsen define the trend as Facebook Time and Non Facebook Time. Nielsen, November 2009

•October social networking usage - Facebook’s unique audience was 8.1 million, followed by MySpace which was steady on 2.3 million users while Bebo lagged well behind on 358,000. Nielsen, November 2009

•Facebook grew by 32% over 08/09 and is the most engaged social network in Australia. *CheckFacebook.com

Facebook stats for Aussie


Demographic of Australian Facebook users

• The Australian Facebook population is made of 55.6% of female and 44% of Male.

• Facebook remains a generation Y social network. The biggest segment is the 25-34 years old with 29.3% followed by the 18-24 with 28.8%.

• The 35 years + segment currently accounts for 30.4% of the Australian Facebook population and is according to Nielsen Online, the fastest growing segment.

Source:checkfacebook.com - Aug 09

• Personal pages • Company pages v Groups• Applications• Marketplace - Lets you sell, give away, buy, ask or

search for anything you want a in a trusted and fun environment. You can also use Marketplace to see what your friends are buying and selling.

• Facebook Ads

How it all works

Personal pagePersonal page

Businesspage

Groups

Group page


Facebook advertising

Criteria = Anywhere in Australia27 – 50FemaleIn a relationship, engaged, married

What if we specify a city and a 50 mile radius?

Even more targeted!


Worldwide traffic to Twitter.com reached 10 million visitors in February 2009, up a whopping 700 percent from the same time last year, according to comScore

But the question is, should you be doing it and what are the tangible results it can return?

5.0 To Twitter or not to Twitter – that is the question!


Once you have a Twitter account (as easy as setting up a hotmail, gmail or similar email account and also free), essentially you have 140 characters to play with and tell people what you are doing.

The key to getting the return on your efforts is, like any other marketing, setting out with a specific objective in mind.

5.0 To Twitter or not to Twitter – that is the question!


•To establish or build your organisation or individual profile•To drive traffic to your blog or website•To network with potential parents, influencers, or others in your niche.•To get valuable feedback•To build a community•To act as an alternative form of communication – quick and easy too!•To hire people – be they volunteers or paid?•To update your community of new etc.•To promote events/product launches/updates/fund-raising drives?•To provide live coverage of an event (you could ‘twitter’ updates from for instance a tele-thon, all night walk-athon etc)•To raise money for a child/family in need•To show a more personal side of yourself from your usual public persona?•To run occasional “twitter only” discounts and specials

Possible relevant objectives:


•Once you have an objective you need to ‘follow people’ • Suck in your address book, search for relevant groups to join, list on directories, search for existing customers or influencers in your industry and clicking on the ‘follow’ button • Aim for relevancy and large number of followers•Follow and follow back - It is generally Twitter etiquette to reciprocate those who follow you by following them back

Follow and be followed


•still an emergent phenomena, and as such, etiquette is negotiable•@creativecollect i.e. ‘enjoyed your presentation today – great tips!’• # hashtags are a community-driven convention for adding additional context and metadata to your tweets.Example uses Events or conferences, e.g.: "Tara's presentation on communities was great! #barcampblock" Disasters: "#sandiegofire A shelter has opened up downtown for fire refugees." Memes: "My #themeword for 2008 is conduct." Context: "I can't believe anyone would design software like this! #microsoftoffice" Recall: "Buy some toilet paper. #todo"Quote: "Great minds discuss ideas. Average minds discuss events. Small minds discuss people." ~Eleanor Roosevelt #quote

You thought texting was bad. Now learn twitterisms!


• Feel good - Bonnie Sayers @autismfamily, a mother of children with autism, decided to use Twitter to promote awareness of autism and to allow those who live with it to share their experiences and knowledge with others. Dubbed “Twitter Autism Day” and connected with the #ASD hashtag, achieved huge number of tweets becoming a “trending topic” on more than one occasion during the day. Sharing their experiences over Twitter was a great way for parents and those suffering autism to connect.

• $$$ Story - In December 2008 computer giant Dell (@delloutlet) announced that it had generated $1 million online by posting e-commerce links to its Twitter feed. Latest reports say it has now surpassed $2m in Twitter related sales. Whilst it obviously isn’t a not for profit organization (far from it in fact) we’re sure you’ll agree it’s not a bad result for a little twittering!

Twitter success stories


There’s one more very powerful marketing method I’ve purposely overlooked. Can you guess what it is?

Word of mouth!!!•Referrals•Incentives•Strategic alliances•The overall customer experience•Surveys/polls•Mystery shoppers•Immediate feedback asking for a referral


How do you know if it’s working?

Ensure tracking is in place (Analytics)

Review your web stats regularly

Work out your cost per lead and cost per sale regularly

Re-allocate spend that is not working

Review your emarketing stats regularly


The result?

Mmmm….


We have a growing range of products including ebooks,

dvds and audio sets available on all this and more!

See: http://www.thecreativecollective.com.au/shop.html

Want more on this stuff?Want more on this stuff?


Want constant tips & inspiration?

1. Sign up to our database 2. Connect to us on Linkedin.com 3. Like our Facebook page4. Follow us on Twitter5. Come to our Web Wed events6. Buy our products

You can do all this from our website:



QUESTIONS????QUESTIONS????

4 hour presentation madam glamour v090710

Business

scene http

online marketing

internet connectionshttp

internet users

security http

mobile http

online database

offline marketing