Crafted Media: how to find your customers online
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The document provides tips on how to find customers online through search engine marketing, social media, and local search. It emphasizes building relationships with customers through social media by engaging in conversations, becoming a trusted source of information, and influencing discussions. It also stresses the importance of having an online presence across multiple platforms where customers are actively searching and engaging, with a focus on local listings, reviews, and citations to maximize search engine visibility and drive traffic.
![Relationships
Mitch Lieberman states that:
“Social CRM is about bringing “me” [the social customer] into
the ecosystem…
It is not about the technology, it is about the people, process and
cultural shifts necessary to support and grow a business.”](https://image.slidesharecdn.com/craftedmediafindyourcustomersarchant-111007114256-phpapp01/85/Crafted-Media-how-to-find-your-customers-online-4-320.jpg)
Crafted Media: how to find your customers online
- 1. Briefing: how to find your customers online Social media, SEO, local search engine marketing
- 2. Hello from Crafted 30+ Ipswich-based staff specialising in: E-commerce Design Development Search engine marketing Social media Copywriting Mobile sites & apps we drive sales & enquiries through engagement or we find your customers so you don’t have to
- 3. Social media IS media Media is mass communication. Social media is essentially tailored, targeted communication with ‘opted-in’ or self-selected target audience. Where are your customers now? (trying to find you) Where will they be next week? (engaging with you, or with your competitors)
- 4. Relationships Mitch Lieberman states that: “Social CRM is about bringing “me” [the social customer] into the ecosystem… It is not about the technology, it is about the people, process and cultural shifts necessary to support and grow a business.”
- 5. Think inside the box
- 6. TV has become a social event +
- 7. So what are you talking about? Imagine if you could influence the conversation
- 8. Everybody’s talking about something... Trends TV Events News Business Economy Weather Sport
- 9. Relevant communication Who are your customers? Where are they? What are they talking about? Every answer to these questions, or discussion you have around these questions, will help define both your business and marketing strategy. And your strategies will include digital media.
- 10. Why? The opportunity lies where ‘new media’ meets traditional. But we’ve been calling it ‘new media’ for 10 years. Social is customer recommendations Social is conversation Social is relationship building Social is free, trusted advertising We look at how social is built in to your wider marketing strategy, and into the consumer’s daily life.
- 13. How? WOM (word of mouth) You, your products or services are being talked about and recommended! Set-up keyword alerts for your company name (and competitors) and core services. Sit and watch. Use it as a research channel! Plan Set expectations Tweet in your tea break from your phone Or have set times: 15 minutes split out across the day
- 14. How? Say something (but not too much). Advise, comment, have an opinion, steal someone else’s!! (by agreeing with them), become a trusted source of information or expert commentary. You don’t have to be a big brand to be trusted! You need to be relevant. If it is relevant, it will get talked about: recommended / favourited / forwarded / retweeted / curated / heard.
- 15. Creation vs curation Produce your own news and aggregate the news that is relevant to your business and your customers. Promote it as a source of convenient and essential information. Become a trusted / respected source of news and opinion.
- 16. It’s not all about Twitter LinkedIn CEO Jeff Weiner on the role of Google+ ‘LinkedIn is for professionals, Facebook for family and friends, and Twitter for broadcasting short thoughts and information.’ LinkedIn is networking, not marketing. Activity tends to be peer-to-peer, rather than business-to-client or customer. Other channels can be multiple things to multiple audiences.
- 17. The way we need to be.
- 18. The way we were It’s all about search engine marketing, paid and natural. And conversion. And maybe a follow-up email. Done. ‘traditional’ media
- 19. The way we should be now Now, social influence during the search, research, purchase, post-purchase phase is more important than ever...
- 20. Remember the basics The digital landscape is ever-changing, the key is to not get distracted by the latest shiny route-to-market, but integrate it with your existing activity. ‘Traditional’ approach: Traffic – keyword to landing page User experience – from calls-to-action to form usability Conversion, retention, conversation, conversion, retention... Understand the role that social plays within this process. Get them in the shop, sell to them (softly), ensure they come back...
- 21. Tactical campaigns PPC What are Social media Online advertising Email marketing your customers Offline mailshots(!) Blog posts Events talking about Traditional PR ? Hmm?
- 22. The basics + Enhance all of the above by knowing your customers. Who are they? Where are they? What are they talking about? The answer still lies in social media, but search & social are increasingly mobile. Learn from every channel. Crucially, once we’ve answered the above questions...
- 23. What now?
- 24. People haven’t changed the way they behave fundamentally, they are just more technologically enabled.
- 25. Remember to not get excited about the shiny thing. Simply focus on where your customers are and how to sell to them
- 26. Mobile Make sure your website works on a mobile. Mobile search Mobile commerce 70% of people use mobile in-store. (Google)
- 27. Mobile Mobile shouldn’t remove the opportunity to consultatively sell. There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services. highlight your products, emphasise your services enable the user to reserve & collect to find store locations to do whatever they expect to be able to do Mobile is a new and complementary channel, not a replacement.
- 28. Social change New platforms = new behaviour? Social commerce is e-commerce through social networks. E-commerce is selling products or services online. Is social change happening? How is the economy affecting the way we shop? How are any and all social factors affecting the way that we find, review and choose service providers? .
- 29. Social influence Social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there). We seek out the opinions of our peers & trusted brands. Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation, it is amplified. Google + social channels = relevance + trust
- 31. Off(line) and on again
- 32. Be useful (100k+ views)
- 33. Add value
- 35. Where? Location, Location, Relevance. Google states that 20% of all searches have a local intent, that’s 2.8 billion searches per month globally Of mobile traffic, upwards of 50% of searches have local intent 23% of time spent accessing internet is on a mobile device More than 4 million business listings on Google have been claimed by business owners
- 37. Where we refer to ‘local’, these are listings not generated by Google’s algorithm but those associated with a map.
- 38. ‘Place’ pages are integrated listings with mixed natural and Local listings. These come from searches with a local intent ‘Accountants Colchester’
- 39. Google’s assumptive location results: better user experience when searching generic term
- 40. Location-aware mobiles lead to local listings.
- 41. List every business location, the more you list the better coverage you can have – think creatively! Fill out everything: business hours, detailed description 10 photos (even if it’s your logo and the front of your building) Links to 5 YouTube videos you can also be listed in up to 5 categories including custom ones.
- 43. Competitors Check out your competitors’ listings If they haven’t filled out a section it doesn’t mean it’s unimportant, it’s an opportunity to steal a march on them. Logistics If you have too many locations to enter manually, then Google offers a whitelisting service. Quick tip: claim your listing with a Google account email on the same domain as your website e.g. [email protected]
- 44. Google likes links, its algorithm is weighted toward them as they infer relevance Local is relevant. Get your business listed on Hotfrog, Yell.com, BizWiki, Qype, Freeindex, Thomson Local, Yelp, Bview, UpMyStreet, Trusted Places, Scoot, Tipped, Infoserve, City Visitor, TouchLocal, UFindus and Smile Local. Match up the business details: Quick Tip: There are services that’ll Address add these on-mass for you, but manual submission is always better. Website Phone number
- 46. You’ve done local via national listings sites, now go truly local: Your town: Chamber of commerce, business networking sites, professional bodies, business listings specific to your town / area Your ‘friends’: What organisations does your business partner with or support locally? Local school, local charities. Your industry: Quick Tip: Scan your invoices for companies with websites who might Suppliers’ websites as a link to you, often gems can be ‘Distributor’ unearthed in the unlikeliest of places.
- 48. So, you’re sorted on Google Places & you have citations. Seek out customer reviews for your Places page or to complement citations on Qype or Yelp. Respond to positive e-mails thanking them and asking them to post their review or comments on the above sites. Send e-mails a couple of weeks post-transaction asking for feedback. Quick Tip: Don’t fear negative reviews. Promote this to your best customers, negatives will quickly be drowned out.
- 50. Look at your competitors. One of them may be ticking a lot of the digital boxes and doing it well. Learn from it: where are they listed / mentioned. Is there sentiment attached? Crucially, wherever they are, it’s likely to be relevant to your business. Learn from this, do it better than them. Quick Tip: In Google search using: Intelligent search marketing is ‘competitor.com -site: competitor.com’ ‘informed search marketing’ This will return pages mentioning their website from around the web.
- 52. Do Something Local Today As with traditional search engine marketing, and social, get your basics done, then make local part of your everyday business profile. Contact suppliers to feature your details - explore common ground for wider search benefit Search out citations Follow-up good feedback Encourage reviews via your newsletter Mention local reviews to long-standing customers Quick Tip: Expect regular change in your rankings, they are dynamic and you won’t always be #1 even when The results are cumulative. you’re up there.
- 53. What next? By 2014, more people will be accessing the internet on their mobile phones than laptop / desktop computers* Leave here with questions: for the rest of your company. Don’t dismiss social media as something that you don’t understand. It is where your customers are, where they will be, and where business is getting done. And keep an eye on Google+ as it rolls out business pages... *Professor Manuel Castells – Digital Obama Architect
- 54. Contact Tom Griffiths Sales & Marketing Director [email protected] twitter.com/TomGriffola gplus.to/TomGriffola Linkedin.com/in/tmgriffiths Tel: 01473 213222 www.craftedmedia.com
- 55. Image on slide 3 http://www.flickr.com/photos/cheesy42/5945217559/ Image on slide 18 http://www.flickr.com/photos/renet/369761/sizes/z/in/ph otostream/ Image on slide 27 http://www.flickr.com/photos/anirudhkoul/4646989519/ Images on slides 6 and 23 from The Commons via Flickr.