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DESIGNER STYLE
CO-FOUNDER DARREN JAMES INTERIORS
B. BusinessBusiness Operations & Marketing
Dip. Interior Design Interior Designer
TRUTH - we all want to
grow our businesses
whether it be more
leads, a pipeline that is
consistently full, or
perhaps simply better
qualified and targeted
leads!
THE GIANT BLACK HOLE OF
DIGITAL MARKETING
Modern Marketing Ecosystem
IF WE REALLY WANT TO KEEP UP WITH
THE TIMES & GROW A SUCESSFUL
BUSINESS IN TODAYS MARKETPLACE,
WE NEED TO BUILD & DEVELOPE A -
WEBSITE
SEO
SOCIALMEDIA
EMAILMARKETING
PAIDADVERTISING
PR
InstagramLinkedinFacebookPinterestTwitterHouzzYoutube
Know, like and trust factorNurture – ‘top of mind’
Effective way to deliver content
Online / OfflineAdvertising
Digital / Print
Website = Not just a pretty face!Content OptimizationLinks that offer value
WEBSITE
SEO
SOCIALMEDIA
EMAILMARKETING
PR
Your email marketing software captures, nurtures and coverts by building know, like and trust strategy
Option – of boosting / promoting this post
You pitch idea / topic to online publication –Example: “Top 5 tips to select the perfect cooktop for the gourmet home chef”
You then share this PR on your website / blog
Backlinks -improves your SEO
This publication then shares this article on
their website and creates a backlink to
your website
You also share news of the PR piece on your SOCIALS with a
link back to your website
On your website you capture your audience email with gated content PAID
ADVERTISING
Content creates a living website again helping your SEO
WE ARE ALL PEDDLING AS
FASTAS WE CAN
What are key steps we can take to create a modern marketing ecosystem for our business?
Ideally we are running all 6 programs at once!
It's the central component of the MME, it's
your portfolio, showroom, shopfront & office.
Your foundation!
Unlike other social media you own your
website
You own it!
75% of your clients are judging your
company's credibility based on your website
design - especially as creatives
You’re being judged!
HANDCRAFT A DYNAMIC WEBSITE
CREATE A DYNAMIC WEBSITE
Design
Professionally designed in a way that speaks to your audience
Functionality
Intuitively laid out, clear goal, quick to load pingdom.com (Aim 3 seconds)
Future Proof / Mobile Matters
Majority of users are on smart phones and tablets, 57% of Australians are using
voice search
Dynamic
It is the living piece of the marketing puzzle that constantly needs to be updated
Value Adding
Needs to be more than just appealing – it needs to ADD VALUE to your audience
Capturing Emails
Key function of your site capture leads – allowing you the ability to control
communication through email marketing
CREATE A DYNAMIC WEBSITE
SO WE HAVE CREATED A BEAUTIFUL / FUNCTIONAL WEBSITE
WEBSITE
SEO
SOCIALMEDIA
EMAILMARKETING
PAIDADVERTISING
PR
InstagramLinkedinFacebookPinterestTwitterHouzzYoutube
Know, like and trust factorNurture – ‘top of mind’
Effective way to deliver content
Online / OfflineAdvertising
Digital / Print
Website = Not just a pretty face!Content OptimizationLinks that offer value
BUILD & CREATE ENGAGING CONTENT
What do I mean by content?
• Anything you post is considered
content e.g. photos, video
• Consider every piece of content an
opportunity
Entertaining
Educational
UNDERSTAND YOUR AUDIENCE!
• Who is your ideal client?
• What do they want to know?
• What do they dream of?
• What are their pain points when in it comes to
design & renovating
• What value can you as a designer and expert
bring to them?
|Engaging Content
Kitchen & Bathroom Industry
ONE PAGE FOR EACH STEP
|Engaging Content
1. Establish authority
2. Living Website/ SEO
3. Platform to create Micro
Content
4. Integrate with SOCIAL
MEDIA
|Engaging Content
ONE PAGE FOR EACH STEP
|Engaging Content
ONE PAGE FOR EACH STEP
|Engaging Content
ONE PAGE FOR EACH STEP
|Engaging Content
ONE PAGE FOR EACH STEP
|Engaging Content
ONE PAGE FOR EACH STEP
|Engaging Content
|Engaging Content
|Engaging Content
|Engaging Content
|Engaging Content
TYPE & MIX OF CONTENT
• 35% problem-solving, how to's, design tips, anything you get asked a lot
• 35% before and after's, just after's, project products, mood boards details
• 20% trends, fun finds, highlighting industry partners, product round ups
• 10% company updates, events attending or hosting, personal stories
|Engaging Content
MY FAV CONTENT CREATION TOOLS
• CANVA
• UNFOLD
• IMOVIE
• GRAMMARLY
|Engaging Content
How do we eliminate last minute panic when
it comes to sharing & posting content?
= ROAD MAP
|Engaging Content
TIPS TO GET STARTED!
• Look at content you already own
• What projects you will have completed and when
• Look at possible partnerships and collaborations
• Maximize and plan out your photography
• Plan what events are coming up and when
• Schedule in context with the REAL world
• Macro task where possible
• Work out your quantity sweet spot and stick to it!
• Schedule and plan in advance
|Engaging Content
SCHDUELDING TOOLS!
• LATER
• HOOTSUITE
• CO-SCHEDULE
• TAILWIND (Pinterest & IG)
|Engaging Content
WEBSITE
SEO
SOCIALMEDIA
EMAILMARKETING
PAIDADVERTISING
PR
InstagramLinkedinFacebookPinterestTwitterHouzzYoutube
Know, like and trust factorNurture – ‘top of mind’
Effective way to deliver content
Online / OfflineAdvertising
Digital / Print
Website = Not just a pretty face!Content OptimizationLinks that offer value
CREATE & BUILD YOUR TRIBE WITH SOCIAL MEDIA AND EMAIL MARKETING
TAKE NOTE
Multiple Platforms can be overwhelming. Just focus on ONE and doing a good job of that one.
FOCUS
Every platform has something different to offer. Who is your ideal client, where are they hanging out?
APPEAL TO YOUR MARKET
| Build Connections - Social Media
Have a specific objective - CTA
OBJECTIVE
Every platform has something different to offer. Who is your ideal client, where are they hanging out?
REVERT TO ROAD MAP
| Build Connections - Social Media
Is the heart of a lasting impression. The more you engage the stronger the loyalty.
ENGAGEMENT
Be authentic, have humour and don’t forget humility. Think about your tone and vocab!
AUTHENTICITY
You are not cheapening your value by sharing your advice freely. It actually makes you look intelligent!
BE GIVING
Give your audience the same attention you provide in person. Quick replies and interacting timely will also boost posts.
ATTENTION
| Build Connections - Social Media
Aim - Min 3 x per week
MANAGEABLE SCHEDULE
Repeat themes, elements, consistency build trust
REPEATING ELEMENTS
Look at the best time of day to post based on your analytics for the platform
TIMING
Look into scheduling tools
TOOLS
| Build Connections - Social Media
• Tactics, gimmicks are BS and don't work!
• You might get some growth but not longevity in your audience
• The number of ‘followers’ and ‘likes’ is just VANITY METRICS
• Followers will take a hit the minute you stop!
THE ANSWER = ATTRACT YOUR AUDIENCE NOT CHASE THEM
Bio
- 1st line - what you do and who you help /speak to your audience
- 2nd line - what makes you unique
- 3rd line - call to action - blog post, landing page, opt in
- create your own hashtag
Keep consistent - images on brand, high quality and suit your feed
• Best captions use story telling
• Break captions up with paragraph
lines and or emojis
• Share quotes, facts, microblogs and
on the occasion YOU!!!
• Each handle or hashtag in the caption
will drive people away - so make sure
it's worth it
• Always ADD a call to action (CTA)
CREATE CAPTIONS THAT COMPEL!
INSTAGRAM’S EQUIVALIENT TO SEO
• Increases visibility
• Trend for top posts
• You can use up to 30 for a post
• Include no more than 3 in a caption
• If you post hashtags in the comment - needs to be
immediately 1-2 minutes after posting
• Research your hashtags and save them in notes
on your phone (or scheduling tool)
• Format with 5 to 6 dots proceeding no spaces
• Rule of thirds when it comes to photography
• Straighten the horizon line
• Always face the light when shooting or taking a
video
• Outward facing camera is better quality
• Invest in good tools
THE PERFECT POST!
IF YOU ARE NOT ACTIVELY DRIVING TRAFFIC TO YOUR WEBSITE – YOU ARE MISSING THE BOAT
OPTIMISE YOUR PROFILE
• Convert to a business account - it's free and offers
analytics
• Profile pic - keep it consistent
• Carefully craft a profile description that
communicates who you are and what you do
• Even include a link to a lead generator so they
jump on your email list
• DON’T FORGET to apply for “Rich Pins”
CREATE NICHE BOARDS
• Keep ONE main board for your own designs /
portfolio
• Create niche boards with good quality pins and
pin your content in between
• Have a board dedicated to your location
• Have a board dedicated to your blog
• Use strong key words in your board descriptions
to attract pinners through search tool
IMAGES
• Optimize your website for images
• Ideal image is 600x900 – vertical
aspect ratio
PINNING
• Share images from your website – the goal is ALWAYS to
drive traffic back to your site
• “Pin it” button
• Pin images more than once & on multiple boards = not
spam
• When you re-pin the same image onto different board –
change up the keyword to suit the board
• On your boards create a mix your own pins with other pins
• Feed the train – min 5 pins per day (2/3 ratio)
• 1 hour on Sunday or use scheduling tool like e.g. tailwind
PINTEREST IS A VISUAL SEARCH ENGINE
• When uploading images to your website ensure
the alt text description has good quality keywords
as this is where Pinterest grabs it’s data from
• Think about what your potential client would
search for
• When you upload your photo – add your location
to the description
WATCH THIS SPACE – NUMBER ONE PLATFORM FOR PROFESSIONALS
YOUR MINI WEBSITE
• Business Profile & Personal Profile – ensure you
are using both!
• It should read like a ‘mini’ website
• Explain what you do and who you serve
• Profile Image – keep it consist
NEED TO BE VISIBLE TO YOUR NETWORK
• Not just a rolodex of contacts
• Power is in sharing content to your network
• Share projects
• Upload press
• Drive traffic to your blog / website
• As designers – who is your audience? Are there
architects, builders, partners you can align with in
your area / location
• Build a targeted network – connect with your audience
• RELATIONSHIP BUILDING IS KEY – use private messenger
• Start conversations similar to those that you would have at a networking
event
• Don’t be too pitchy
• 10 minutes a day!
You are driving new traffic to your website…
NOW WHAT?
= Moving your leads through a customer journey
Method you use to generate quality leads and keep pipeline full = REVENUE
Move your leads through a journey – from becoming aware of business to
taking that next step and purchasing from you
• Opt in /Sign up
• Welcome Email
• 6 - 7 email over course of a week automated sequence
AUTOMATION TOOLS / CRMS:
• Mailchimp
• Keap (Infusionsoft)
• Active Campaign
• Provide value & be authentic
• Great place to again share your content – going back to
MME
• Sharpened focus on quality – not quantity
• Marketing Automation (but not de-personalization)
NOT A CHANCE!
DISTRUPTION IS NORMAL. CHANGE IS FUCKING INEVITABLE. HOW IT WAS DONE YESTERDAY IS NOT HOW IT SHOULD BE DONE TODAY. NOTHING STAYS THE SAME AND NEITHER SHOULD YOU. THE PROBLEM COMES WHEN CHANGE HAPPENS AND YOU DON’T!
Mark Shayler
Presentation Notes & Content Planner available
www.darrenjames.com.au/kbdi2019