landing your first customer with new media presented by suzanne mcdonald, designated editor

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


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


who is your first client?

Are they revenue generators or case studies?

Enterprise vs consumer?

What is their acute pain point?


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?


your target audience


new world order

Your website and blog

Email newsletter

Social media

Blogger relations & PR

In-person interactions

Additional outreach platforms

Tying it all together


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


website

Stay out of the way

Prominent search bar

Pitfalls• Geek-speak• Clutter• No call to action• Falling in love with the art


speak to specific people

XXXX


for parents

XXXX


establish credibility

XXXX


your blog Google & search engines <3 fresh content

Activates keywords

Offers a glimpse inside your brand

Enable and moderate comments

Use an editorial calendar


understanding audiences


blogging


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


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.


Forrester’s social strategy

P

O

S

T


Nearly 2 billion people searches in 2010

http://www.simplyzesty.com/social-media/linkedin-2/essential-linkedin-stats-you-need-to-know/


http-//visual.ly/following-twitter


http-//socialtimes.com/twitter-vs-facebook-infographic_b73972


http-//socialtimes.com/history-of-facebook-commerce-infographic_b70647


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?


what are their concerns?


ask away


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/


additional outreach platforms

Google AdWords

Facebook ads

Affiliate marketing

Yelp & review sites

Amazon | eBay & marketplaces

Groupon & daily deals

www.designatededitor.com 30socialtimes.com/user-generated-content-infographic_b68911


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


In-person engagement


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


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

landing your first customer with new media presented by suzanne mcdonald, designated editor

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