Marketing for SME METS

Megan Edwards, Head of Membership Services,

Austmine

Marketing for SME METS

• Setting the scene

• Events

• Online vs. print

• Social marketing

• Digital copywriting

• Q&A

Setting the Scene

• Lead Generation• Brand Awareness• Market Education• Building your Database

Bang for your buck

Events

Events - Awards

Online vs. Print

Online Opportunities

Social Marketing

Writing for the Web

Digital Content – What is it and why is it different?

• More interactive – images, video, links, social• More engaging as a result• It’s not a one way conversation anymore• The importance of a web presence

•Visibility

•Reach

•Customer Service

•Competition

•Credibility

• Ensure your website is clear, clean and easy to use

Digital Content – Off to a great start

• It’s imperative in today’s market to have an online presence

• Some things to remember overall

• Strip away the jargon as much as you can (both in your static and updated content)

• Keep it short

• Don’t be afraid of the first person

• Be consistent

• Use Plain English

Digital Content – How do I do it?

• Static Content tells people who you are• Who you are• What you do• Call to action• How do people contact you?• Images are seductive but copy explains why we should pick you

• Regularly updated content illustrates your credibility, authority and knowledge• Blogs or news articles• Media updates• Upcoming events• Campaigns• White papers• Social media - this is a whole other beast

Digital Content – Headlines and taglines

• Be Descriptive

• Think about the length (google will only show 70-75 characters of an intro)

• Be concise – if in doubt, leave it out

• Try to keep your sentences to two lines or less

• Use keywords

• DO NOT use clickbait

• Lists and Tips sell - Use them in your content

Digital Content – SEO and accessibility

• Debunking the myth – SEO is NOT spam if you do it right

• Become a storyteller – CONTENT FIRST

• Great CONTENT = GREAT SEO and accessibility and usability

• USE images and video where you can

• Create a useful sitemap for your website

• Optimize your content for multiple devices

• Write what people want to read – find out what others are talking about

• It’s the CONTENT not the keywords that counts

• Don’t forget your meta content

Digital Content – Curating vs creating

• Curating

• There is some awesome content out there – use it

• Curate DO NOT copy

• Curating great content can illustrate your finger on the pulse

• Creating

• You are the authority

• You are the expert

• You are the provider of content, skill, expertise and service

Digital Content – Pillars of Newsworthiness

• Timeliness – How recent is it?

• Proximity – How close is it?

• Rarity – How rare is it?

• Prominence – How important is it?

• Impact – How influential is it?

• Novelty – How original is it?

• Human Interest – How emotive is it?

Digital Content – Using links

• Linking internally – links to pages in your own website

• Help guide your visitors through your website

• Make sure you have enough content to link internally – Most of you do!

• Link to other websites

• Encourages positive relationships

• Encourages others to link back to you

• Adds to your credibility (your content is referenced)

• Describe where the link is taking you – write as if you are explaining to someone who is blind

• USE links in the BODY of your content

• NEVER use a link on the two words CLICK HERE

• CHECK YOUR LINKS REGULARLY

Digital Content – Getting help

• Read your content out loud – if it doesn’t sound right, it’s not

• NEVER proofread your own work

• Consult your team

• Engage your communications team

• Engage a consultant to work with you on designing a communications strategy that suits your offering

THANK YOU

Makeitpeachy.com.au

Live Q&A