View
357
Download
1
Category
Preview:
DESCRIPTION
Citation preview
WELCOME & INTRODUCTIONS
Introductions
Guy McConnell
Founder and Jt MD of BURN
www.burnmarketing.com
@burnmarketing
Adam Ball
Head of Hacking for Concept Cupboard
www.conceptcupboard.com
@conceptcupboard
INTRODUCING BURN
Who are we?
• Award-winning brand response agency
• Work on-line and off-line, ATL and BTL
• Unique approach to creative development
• Innovative costing model
Who we work for
Our Entrepreneurial Pedigree
• Sold our last agency to WPP
• Founded One water
• Founded and run Concept Cupboard
• 18th in Smarta 100
• 59th in Startups top 100
• One of Red Bull’s Future 50
PLUS JUST LAUNCHED OUR NEW COMPANY – CREATED IN 3 HOURS FOR UNDER £300
MORE LATER...
HOW TO LAUNCH A COMPANY IN 3 HOURS FOR UNDER £300
First, the assumptions
1. You have an idea
2. You know how it’ll work online
3. You have basic technical know-how
4. You write decent copy
5. You accept it’ll need further refinement
The Process
What
Briefing branding
How How long
Concept Cupboard 5 minutes
Cost
£36
Choosing branding Concept Cupboard 5 minutes £180
Purchasing domain & hosting
1 and 1 5 minutes £31
Choosing WP theme Theme Forest 5 minutes £40
Writing SEO +ve content
You 10 minutes FREE
Setting up site WordPress 130 minutes FREE
Setting up social channels
Knowem & You 20 minutes FREE
TOTAL 180 minutes £287
How we’ll structure today...
Branding – Concept Cupboard
Build – Wordpress & Theme Forest
SEO and Analysis - You
Getting Customers - Various
BRANDING YOUR BUSINESS
Importance
Professional branding:
Builds trust
Creates stand-out
Delivers competitive differentiation
Helps communicates your values
Importance
V
All things being equal, which company would you choose?
Branding options for start-ups
DIY
Friends and Family
Small agency
Copy shop / Printer
Crowdsourcing
Questionable quality
Awkward to challenge
Questionable quality
Potentially costly
Remote working
Introducing Concept Cupboard
• Access 2000 creatives• Award-winning• Affordable• High quality• See before you buy• 50+ ideas per brief
Introducing Concept Cupboard
A FinalOffer
Access 2,000 of the UK’s best young creatives!50% off the Concept Cupboard listing fee
Visit: www.conceptcupboard.comUse code: maa50
Expires September 30th 2012
Access 2,000 of the UK’s best young creatives!50% off the Concept Cupboard listing fee
Visit: www.conceptcupboard.comUse code: maa50
Expires September 30th 2012
StartUp Britain offer
Getting Your Business Online
WHERE TO START ONLINE
Landing pageIf you haven’t got a landing page already then why
not?
Initial siteSo many tools available today that allow you to get a site up and running with less technical skill than has ever been needed before. Low barriers to entry.
Landing Page
No product, no hope.Not the case. You can start attracting early users and traction with nothing even launched.
How do I do this?Sites like launchrock exist for this very reason. They allow users to sign up for early access straight away. These early adopters are going to be your best customers. Because they care.
Landing Page
Landing Page
Key Takeaways
Start getting traction from the start, no excuses.
Start building your reputation early on.
Get the best users you’re ever going to have. The early adopters.
Landing Page
Initial Site
The main event: Setting a website up
Starting steps – setting up a CMS.Frameworks like Wordpress allow you to have a site up and running very quickly and easily.
You don’t have to have a degree in Computer Science to do this.
Initial Site
What is Wordpress?
Wordpress is a framework that allows you to creates pages, blog posts and structure information without having to look at a line of code.
Easy to manage, free to use and highly robust.
Initial Site
The ingredients
Hosting – Rackspace, AWS etc
Domain names – 1and1, GoDaddy etc
Wordpress
Theme – Wordpress, Themeforest
Themeforest
Themeforest
Initial Site
Mixing them all together
Once you’ve got all these elements in place it’s then up to you to adapt your blank canvas for purpose. In other words, customise.
Branding, content, SEO etc. It all needs to be done and the sooner the better.
Initial Site
Adapting your site to sell
You’re going to want to make some money at some point.
To get set up quickly you can use something like Paypals ‘Buy Now’ button.
Initial Site
Where do we go from here?
Once your site is established you need to do two things.
1. Tracking progress / SEO2. Promote it
Track your progress
What does this mean?
If you’re not tracking various metrics then you’ll won’t know whether you’re heading to success or failure...or why.
It is so important to keep track of what works and what doesn’t.
Building a successful business involves experimenting.
Track your progress
Bare minimum
Get Google Analytics.
Massively powerful dashboard that will give you huge insights into
– Who is using your site– When– Where from
Track your progress
Start tracking from the offset
Track your progress
See what’s going on with your site right now
Woopra allows you to see how many visitors are on your site in real time as well as where traffic is coming in from.
Just sent a newsletter or a tweet? See how much traffic that just generated for you.
Track your progress
SEO
SEO
What the hell is SEO?
It’s basically refining your website to feature higher up the search engine leader board.
It’s something that takes time and effort to master and you’ll never stop adapting your strategy.
SEO
Why invest time in it?
• People are at the point of trying to find your product i.e. great marketing design
• An advert works in the opposite way by trying to interrupt their attention
• SEO should be your biggest source of leads
SEO
SEO
SEO starters
To give you a head start you can install a plugin on Wordpress called “All in One SEO Pack”.
SEO
Further content
Loads of guides and videos out there.
Highly recommend –
•SEOMOZ•SEO for startups by Google. [VIDEO]
Next Steps
Summary
•Get set up online
•Start tracking
•Be searchable, get to grips with SEO
•Next, learn how to grow your business….
PROMOTING YOUR NEW BUSINESS
Recap...
Branding – Concept Cupboard
Build – Wordpress & Theme Forest
SEO - You
Now to find some customers...
The Best Free Opportunities
PRDirectorie
s
Social Email
Networking
Content
PR
The Best Free Opportunities
What?
PR
Enter Awards
Local Stories
Show Expertise (events/blog)
Stunts / Virals
The Best Free Opportunities
What?
PR
Enter Awards
Local Stories
Show Expertise (events/blog)
Stunts / Virals
The Best Free Opportunities
What?
PR
Enter Awards
Local Stories
Show Expertise (events/blog)
Stunts / Virals
The Best Free Opportunities
What?
PR
Enter Awards
Local Stories
Show Expertise (events/blog)
Stunts / Virals
The Best Free OpportunitiesPR
Write release
Identify targets
Contact
Thank advocates
How?
Top Tips:
Identify angle
Compelling headline
Make every word count
Don’t oversell
Provide background info
Include contact details
The Best Free OpportunitiesPR
Write release
Identify targets
Contact
Thank advocates
How?
The Best Free OpportunitiesPR
Write release
Identify targets
Contact
Thank advocates
How?
The Best Free OpportunitiesPR
Write release
Identify targets
Contact: phone/Twitter
Thank advocates
How?
Directories
The Best Free OpportunitiesDirectorie
s
They’re free. So use them!
Social
The Best Free OpportunitiesSocial
The only cost is your time!
The Best Free OpportunitiesSocial
A tool to help you get set up:
Know Em
Social Media reservation tool
Check’s availability for FREE
Enter your business name
What is it?
Best feature
Get started
knowem.com
The Best Free OpportunitiesSocial
A tool to help you participate easier:
TweetDeck
Social media aggregator
Updating multiple networks
Register (and download)
What is it?
Use it for
Get started
tweetdeck.com
The Best Free OpportunitiesSocial
A tool to help you monitor competitors:
Social Mention
Social monitoring tool
See who’s saying what
Just visit the site
What is it?
Use it for
Get started
socialmention.com
The Best Free OpportunitiesSocial
A tool to evaluation your performance:
TwitSprout
Social tracking tool
Checking social performance
Register and link an account
What is it?
Use it for
Get started
twitsprout.com
The Best Free OpportunitiesSocial
Top Tips:
Plan (time, audience)
Research (ideal channels)
Promote (emails, web etc)
Develop content
Listen
BE PATIENT
The Best Free OpportunitiesEmail
Build sales / advocacy cheaply
1. De-anonymise visitors
1. Engage via e-newsletter
2. Use customer data
1. Create simple CRM plan
The Best Free OpportunitiesEmail
Keeping in touch with customers:
Mailchimp
Email marketing tool
Tracking is unreal
Register for free
What is it?
Best feature
Get started
mailchimp.com
Networking
The Best Free OpportunitiesNetworkin
g
Effective business networking is the
linking together of individuals who,
through trust and relationship
building, become walking, talking
advertisements for one another.
“ “
The Best Free OpportunitiesNetworkin
g
Top Tips:
Hit the road
Be brave
Make friends not biz contacts
Don’t ask, don’t get
Return the favour
Mates are customers
Content
The Best Free OpportunitiesContent
Content marketing is the process of
creating unique and valuable content for
your audience and spreading the word
about this content.
““Examples of content marketing include:
• eBooks• Reports• White papers• Blog posts• Videos.
The Best Free OpportunitiesContent
Examples of content marketing include:
• eBooks
• Reports
• White papers
• Blog posts
• Videos
The Best Free Opportunities
Top Tips:
Think of the audience needs
Use a mix of media
Make it searchable
Make it shareable
Persist - think long-term
Content
SO...IS IT POSSIBLE TO SET UP A BUSINESS IN 3 HOURS?
Introducing...
What it does
Does that outfit suit you? Should you buy it?
Ask for an unbiased view from others via Shopinion.
And make the right choice, every time.
Our site
How we did it...
PLAY VIDEO!
.
Recommended