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5 Secrets to Marketing Your Business Online
(When you don’t have the time)
TELLING YOUR TALE Taleist is an invented noun meaning “tellers of fine tales”. Helping companies tell their stories is the thread that runs through everything we do.FROM JOURNALISM TO MARKETING Steven Lewis, Taleist’s principal, has spent 20 years in communication and journalism. His writing has appeared in publications like GQ, Esquire, and the Financial Times. He is a regular on the speaking circuit, having been one of Australia’s first social media consultants.
In the beginning
1994: Started building websites for corporate clients (fewer than 10,000 websites in the world)
Screenshot courtesy of the Wayback Machine
In the beginning
1996: Started first blog - HK Zine, a site for film reviews
Screenshot courtesy of the Wayback Machine
Nothing changes…
1997: Started writing for Esquire, GQ, Financial Times and companies like Rolex, Microsoft, Intel and Coca-Cola
Digital Journalism!
Taleist n. teller of fine tales
1. How to make your website so interesting people will tell other people about it
2. How to persuade Google to send you more visitors (without paying for ads)3. How to get into the conversation on social media (and look good)4. How to turn visitors into customers over time with automation5. How to make sure you’re not wasting time and money on things that aren’t
working for you
What’s on the menu
And how to do all of that when you have no time
How to make your website so interesting people will tell other people about it
1.
Marketing
Sharing to sales
You Them
What you need to know about them…
You have 0-8 seconds to make the right impression
Approximately 96% of visitors are not ready to buy. They are looking for more than you’re phone number to give you a call.
It has to be interesting, useful or entertaining.
If you want people to tell other people about your website, it can’t be just about how great you are.
But you don’t have time
What do you already have?
Notes from events?
Fact sheets?
Frequently asked questions
All these things could enhance
your website
How to persuade Google to send more potential customers to you without paying for ads
2.
What is the only thing Google does?
JeopardyYou are the answer to what question(s)?
I am a lawyer
I am a dentist
We are financial planners
I plan weddings
Your customers are asking more questions
What’s involved in legal action? Do I need a lawyer? Which lawyer knows about my area?
Why are my teeth yellow? Do adults get braces?
What is self-managed super? How do I know if I have enough life insurance?
How do I choose a wedding venue? How many bridesmaids is too many?
Travel agent case study
Who can book my Australian trip?
What is there to do in Melbourne?
Australia or New Zealand?
Should I go to Europe or the Pacific?
Google cares about…Whether your site is usefulHow long a searcher stays on your siteHow recently your site has been updatedHow many other sites link to youYour spelling and grammarYour locationMore than that you’re a lawyer/planner/plumber/cake maker
Where is…?
What’s the best way to…?
Show it you have good answers to more questions
How should…?So how do you get Google to send you more visitors (without buying ads)?
Why does…?How do…?
1. How to make your website so interesting people will tell other people about it
2. How to persuade Google to send you more visitors (without paying for ads)3. How to get into the conversation on social media (and look good)4. How to turn visitors into customers over time with automation5. How to make sure you’re not wasting time and money on things that aren’t
working for you
What’s on the menu
And how to do all of that when you have no time
How to get into the conversation on social media (and look good)3.
Back to them…Where are they? Facebook? Twitter? Pinterest? Instagram?
What are they interested in?
What can you help them with?
In what format? (Articles, videos, photos…)
People are always looking for
authenticity, context and opinion
NSW Small Business Commissioner
Previously: The ATO would like to help you pay your taxes
Now: What makes you feel good about being a small business?
NSW Small Business Commissioner
Made using information already available
Made in a batch
Scheduled
Recyclable
Social media needs more effort in the beginning
Know why you’re doing it
Pick your network(s) carefully
Use what you already have/do
Listen more than you talk Get them back to your website
How to turn web visitors into customers over time with automation
4.
What is the holy grail of online marketing?
1. How to make your website so interesting people will tell other people about it
2. How to persuade Google to send you more visitors (without paying for ads)3. How to get into the conversation on social media (and look good)4. How to turn visitors into customers over time with automation5. How to make sure you’re not wasting time and money on things that aren’t
working for you
What’s on the menu
And how to do all of that when you have no time
How to make sure you’re not wasting time and money on things that aren’t working for you
5.
Almost everything
can be measured
online
Website…How many visitors?
How long do they stay?
Do they “bounce”?
Do they convert?
Do they come back?
What are they looking for?
Where are they from?
Are they on a mobile?
Who sent them?
What’s the first thing they read?
What’s the last thing they read?
Are they more likely to do this if they do that?
Email…How many open it?
Which emails are more likely to get opened?
What’s the best time of day to send?
Do they click?
What do they click?
What happens when we follow up those who opened?
What happens when we follow up those who didn’t?
Do they convert?
Testing…
I told you: I don’t have
time!
You might have more time if
you had more information!
1. How to make your website so interesting people will tell other people about it
2. How to persuade Google to send you more visitors (without paying for ads)3. How to get into the conversation on social media (and look good)4. How to turn visitors into customers over time with automation5. How to make sure you’re not wasting time and money on things that aren’t
working for you
What’s on the menu
And how to do all of that when you have no time
We can help!
➡ Social media strategy➡ Content strategy
Strategy➡ Articles, posts, status
updates (keyword appropriate)
➡ Ebooks➡ Podcasts➡ Videos / photography➡ Websites
Execution➡ Mentoring / coaching➡ Writing training➡ Training in tools
Training
