landing your first customer with new media presented by suzanne mcdonald, designated editor
Post on 22-Nov-2014
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Landing your customerfirst
^Suzanne McDonald | Content & Social Strategist
Designated Editor Speaking Series
Boston Entrepreneur’s Network
@Sue_DesigEditor#enet
www.designatededitor.com 2
6 years Page 1
Masters in Journalism & Mass Communications BA in Journalism
Social Media Strategies professor
suzanne’s experience
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old methods of client acquisition
Friends & friends of friends?School connections? Business connections? Civic clubs, organizations, church? Lawyer, doctor, plumber? Insurance agent, stylist, nanny?Neighbors?Sports and hobbies?
http://www.entrepreneur.com/article/57382
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who is your first client?
Are they revenue generators or case studies?
Enterprise vs consumer?
What is their acute pain point?
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who is your audience?
Who might be your best client? What are the defining characteristics? What are they looking for? Are you using the right vocabulary?
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your target audience
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new world order
Your website and blog
Email newsletter
Social media
Blogger relations & PR
In-person interactions
Additional outreach platforms
Tying it all together
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how easy is it to use your site?
‘Put your mom in front of your site and see if she can figure it out’
− Tim AshSitetuners.com
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website
Stay out of the way
Prominent search bar
Pitfalls• Geek-speak• Clutter• No call to action• Falling in love with the art
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speak to specific people
XXXX
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for parents
XXXX
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establish credibility
XXXX
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your blog Google & search engines <3 fresh content
Activates keywords
Offers a glimpse inside your brand
Enable and moderate comments
Use an editorial calendar
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understanding audiences
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blogging
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socialization of brands
“It won’t be enough for brands to craft powerful messages ... They will need to participate directly in conversations and provide more meaningful exchanges … in ways that increase relevance and value [to] consumers.
- Razorfish Social Influence Marketing Report
http://faculty.cbpp.uaa.alaska.edu/afef/introducing_the_social_influence.htm
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social media best practices
What to do when you’re just starting?1. Listen2. Add value3. Find influencers4. Engage in dialog
Don’t be spammy or self-centered.
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Forrester’s social strategy
P
O
S
T
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Nearly 2 billion people searches in 2010
http://www.simplyzesty.com/social-media/linkedin-2/essential-linkedin-stats-you-need-to-know/
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http-//visual.ly/following-twitter
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http-//socialtimes.com/twitter-vs-facebook-infographic_b73972
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http-//socialtimes.com/history-of-facebook-commerce-infographic_b70647
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social media market research
What are your Facebook fans discussing?
Which FB updates get the most response?
Which LinkedIn groups are key clients in?
What hashtags do targets use on Twitter?
Which of your clients are most influential?
What are they Tweeting about?
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what are their concerns?
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ask away
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blogger relations & PR
80% of journalists believe bloggers have become “important opinion shapers.”
- Society for New Communication Research
http://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/
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additional outreach platforms
Google AdWords
Facebook ads
Affiliate marketing
Yelp & review sites
Amazon | eBay & marketplaces
Groupon & daily deals
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how do you relate?
Need to open the door to welcome your customers and prospects
Today’s low-cost tools make it easier than ever
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In-person engagement
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tying it altogether
Bring value: Discounts, deals, fun invites
Content: Enhance SEO, social engagement
Leads and insights: Recommendations
Explanations: Who you are, why engage
Information: Improve their lives
Quick answers: Information ASAP
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freemium?
“Don't give the product away for free to these early customers - even if they're friends and family. … If they're not paying customers, they’ll be reluctant to complain.”
- Dharmesh Shah Hubspot CEO & founder
http://www.inc.com/guides/2010/07/how-to-find-your-first-customer.html
Landing your first customer
Thank you!
Suzanne McDonald | Content & Social Strategist
Designated Editor Speaking Series
Boston Entrepreneur’s Network
@Sue_DesigEditor#enet
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