Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Be digital, your customers are

Be digital, your customers are

Inbound marketing pointers for local businesses at the Scottish Borders Tourism Conference, helping to increase their exposure across search and social. http://blog.calumshep.com/scottish-borders-conference-13/

2cb9893c7a015a667920ab8d08de369b?s=128

Calum Shepherd

December 17, 2013
Tweet

Transcript

  1. Be digital, your customers are Calum Shepherd, November 2013

  2. The action plan for tourism in the Scottish Borders

  3. Marketing is a method for communicating the value of a

    product or service to customers
  4. Clever marketing is getting other people to do this for

    you
  5. Which brings us to social proof... A psychological phenomenon where

    people assume the actions of others in an attempt to reflect correct behavior for a given situation
  6. None
  7. http://www.youtube.com/watch?v=ltaUpq_26Us

  8. The focus should be on getting found, improving engagement and

    then converting customers
  9. None
  10. Step #1 Getting found

  11. None
  12. Focus on quality over quantity. It is better to do

    fewer things well than lots of things badly • Research the most popular social platforms for your audience • Prioritise and populate these profiles • Maintain a clean website as a hub for your business Discover influencers who follow you and establish relationships • Participate in communities on Google+ • Join groups on Facebook • Create circles on Google+ • Create lists on Twitter
  13. None
  14. Utilise your website to improve the visibility of social profiles

    • Link to social profiles • Provide ability to share content on social • Integrate social feeds Highlight profiles within print material Begin to think mobile • Research devices people use to access your website • When investing in refreshes, go with responsive design • Social platforms are already mobile first e.g. Vine
  15. Step #2 Engage and nurture

  16. Creating content can be tough, so you might want to

    think about how you can seek inspiration from others • Use hashtags / keyword searches • Create lists to group regular sharers • Tap into content shared with you, on your page • RSS feeds for popular websites • Trending topics
  17. V.S W inner

  18. When you are creating unique content, ensuring it is topical,

    fresh and interesting • Visuals and videos work well • Ask questions • Create polls • Provide the ability to vote • Make things fun • Share content other people create Think about how you can create a connection and give people a reason to engage
  19. http://www.youtube.com/watch?v=XqWig2WARb0

  20. Explore opportunities to get involved in topical news events •

    Join in discussions • Create visuals and get creative Avoid controversy unless you know what you are doing (see below)
  21. W inner

  22. Step #3 Convert

  23. Help people feel comfortable by introducing trust indicators on your

    website • Highlight content other people viewed • Be clear about payment methods and use payment logos • Provide quotes from customers • Partner with well known brands • Provide case studies Make some small tweaks to your calls to action • Consistent terminology • Consistent look and feel • Consistent behaviour / interaction
  24. Trust Indicators Casestudies

  25. When asking people to complete forms, think about the user

    journey • Balance length with detail • Seamless journey from start to finish • Calls to action to help progression • Breaking thing up can make them clearer View optimisation tips on e-consultancy Provide routes back in on your final landing page • Ability to share activity to social • Links to related content • Links to your social profiles • Sign up for your newsletter
  26. Don’t forget to measure, as it will help identify future

    improvements • Introduce basic Google Analytics • Introduce KPIs that help you measure success • Capture learnings and identify actions regularly Keep talking, keep asking questions and keep improving
  27. Thank you @calumshepherd