1. tomatomedia.com.au
How to
Build a Digital Audience
for Your Business
TOMATO MEDIA

2. tomatomedia.com.au
It’s not about
technology.
It’s about people,
what interests them
and talking to them.

3. tomatomedia.com.au
It’s called content marketing.
It’s like your own newspaper or
magazine.
At the centre sits your website,
the window into your world…
…and a digital call to action
• Stories
• Pictures
• Videos
• Likes
• Comments
• Conversation

4. tomatomedia.com.au
YOUR WEBSITE
Professionally shot
pictures, and well
written words can
influence people’s
perceptions of you
and your products.
AND
INCREASE
SALES
Professionally shot pie

5. tomatomedia.com.au
PERCEPTION

6. tomatomedia.com.au

7. tomatomedia.com.au
REALITY

8. tomatomedia.com.au
GIVE YOUR VISITORS THE MESSAGE

9. tomatomedia.com.au

10. tomatomedia.com.au
YOUR WEBSITE
An easy to one one-click
email sign-up helps
build your digital
audience
AND
INCREASE
SALES

11. tomatomedia.com.au
ON YOUR WEBSITE
Make buying
easy and
one-click
AND
INCREASE
SALES

12. tomatomedia.com.au
YOUR WEBSITE
Don’t hide your phone
number or email
address.
Make them clickable
from a phone.
AND
INCREASE
SALES
Call Ed Charles now
0425 736 993
edcharles@tomatomedia.com.au

13. tomatomedia.com.au
YOUR WEBSITE
THIS PIE REPRESENTS
100% of
YOUR WEB TRAFFIC
LETS
GROW
TRAFFIC

14. tomatomedia.com.au
THERE ARE
OPPORTUNITIES TO
APPEAR IN SEARCH
CHECK KEYWORDS
WITH GOOGLE
NEW SOURCES
SUCH AS YOUTUBE
YOUR BLOG POSTS
DRIVEN BY MEDIA
COVERAGE
OFFLINE ACTIVITIES
SUCH AS MARKETS,
POSTERS, POSTCARDS,
SPEAKING
54% Search
Mostly Google
Youtube
2nd largest
search
engine

15. tomatomedia.com.au
19% DIRECT
People who type in
your url
PEOPLE WHO SAW
YOUR WEBSITE
SOMEWHERE
WORD OF MOUTH
COPYING FROM A NON-
CLICKABLE SOURCE
WEBAPP FROM PHONE
SAVED IN BROWSER
DARK SOCIAL CAN’T BE
TRACKED. EMAILS
INSTANT MESSAGING

16. tomatomedia.com.au
THIS SOURCE IS GROWING
FOR RESTAURANTS AND
CAFES URBANSPOON IN
MELBOURNE
TRIP ADVISOR
YELP REVIEWS
EVERYTHING AND
GROWING
GOOGLE REVIEWS
IMPORTANT FOR BEING
FOUND IN SEARCH
FACEBOOK REVIEWS
10% REVIEWS
Review sites such
as Urbanspoon
and Yelp!
Ultimate personal
endorsement
Quality traffic

17. tomatomedia.com.au
NEWSPAPERS AND
GLOSSY MAGS DON’T
LINK SO RANK LOW
BROADSHEET TOP
SOURCE
TIMEOUT
CRIKEY!
QUALITY TRAFFIC
7% MEDIA
Directly
attributable
from a link

18. tomatomedia.com.au
THAT’S MELBOURNE
#RESTAURANTAUSTRALIA
VISIT VICTORIA
6% TOURISM
RELATED
Directly
attributable
from a link

19. tomatomedia.com.au
DEPENDS WHICH YOU
FAVOUR…
…AND HOW YOU USE IT
FACEBOOK?
TWITTER?
INSTAGRAM?
PINTEREST?
NOT ALL SOCIAL MEDIA
TRAFFIC TRACKED
CAN TRACK TRAFFIC USING
GOOGLE URL BUILDER
2% SOCIAL MEDIA
Directly
attributable
from a link
Quality traffic

20. tomatomedia.com.au
GOOGLE SEARCH
CHANGES
DRAMTICALLY
REDUCED IMPORTANCE
OF BLOGS
OFTEN SAME OLD
SUSPECTS
QUALITY TRAFFIC
1% BLOGS
Directly
attributable
from a link

21. tomatomedia.com.au
EMAIL
FOOD AND WINE
FESTIVALS
LINKS FROM OTHER
BUSINESSES
2% OTHER
INCLUDING EMAILS
EMAILS HIGHEST
QUALITY
TRAFFIC SOURCE

22. tomatomedia.com.au
1. MEDIA
2. EMAIL
3. BLOGS POSTS
AND
GOOGLE SEARCH
4. SOCIAL MEDIA
Let’s grow
the quality
traffic sources

23. tomatomedia.com.au
IF YOU ARE SMALL AND
UNKNOWN IT IS
DIFFICULT TO GET
MEDIA.
YOU CAN:
ORGANISE AN EVENT
WITH SOMEONE BETTER
KNOWN
HAVE AN EXPERTISE
ABOUT AN ISSUE
BE CREATIVE
OPPORTUNITIES ARE FEW
1. MEDIA
Fragmenting but
still the old brands
are the best.

24. tomatomedia.com.au
MAKE EMAIL
INTERESTING AND NOT
TOO FREQUENT
YOU CAN NOW SEGMENT
YOU LISTS WITH
MAILCHIMP.COM
MAXIMISE OPENS RATES
MAXIMISE CLICK
THROUGHS
WORK OUT CREATIVE
WAYS TO BUILD YOUR
EMAIL LIST BEYOND WEB
SIGN-UPS
2. Email

25. tomatomedia.com.au
BLOG
Drives search traffic
and social traffic
1. A COMPELLING
STORY WITH A
COMPELLING HEADLINE
2. SEO YOUR LINKS AND
PICTURES
3. BUT. YOU HAVE TO
PROMOTE IT HARD TOO.

26. tomatomedia.com.au
It’s how you share
the content that
matters and you
may want to share
it for up to two
months
http://bit.ly/buff314
Source: bufferapp.com

27. tomatomedia.com.au
Twitter is the
Swiss Army Knife
of social media

28. tomatomedia.com.au

29. tomatomedia.com.au

30. tomatomedia.com.au
Source: Fastcompany
http://bit.ly/Fast314
LEARN TO STALK
OTHER PEOPLE’S
FOLLOWERS
STALK BY
LOCATION
FAVOURITE
COMMENT
FOLLOW

31. tomatomedia.com.au
FACEBOOK PAGES:
MORE DIFFICULT TO GET INTO
NEWS FEED
ADVERTISING LESS EFFECTIVE
AND MORE EXPENSIVE
GREAT CONTENT STILL
WORKS.
OFTEN NEED TO POST
MULTIPLE TIMES.
AVOID TOO MUCH PROMOTION
80/20 INTERESTING VS
PROMOS
Leverage your
personal Facebook
profile

32. tomatomedia.com.au
EASY AND LOW
MAINTENANCE
VISUALS WORK BEST
EVERYWHERE
LEARN TO STALK OTHER
PEOPLE’S FOLLOWERS
STALK BY LOCATION
LIKE
COMMENT
FOLLOW
ALL OF THE ABOVE WORKS
FOR TWITTER TOO.

33. tomatomedia.com.au

34. tomatomedia.com.au
TALK TO OPINION
FORMERS ON TWITTER
THAT INCLUDES
JOURNALISTS
STALK FOLLOWERS
STALK PEOPLE OTHERS
FOLLOW
STALK TWITTER LISTS
STALK INSTAGRAM
LIKES
STALK BY GEOTAG
IN SUMMARY:
Know your audience
Be awesome
Be Interesting
Talk about other people
Share, link, like and comment
Pictures are worth 1,000
words