Bringing your business into the Digital age - IoD Wakefield Event

w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
Growing Your Business
2014: Digital Marketing
Bringing your business
into the digital age – tips
and tricks for virtual
survival.
by
Jonny Ross

Introductions
Jonny Ross
• Former optician
• Ran chain of opticians and ecommerce site
• Website, SEO, ecommerce

Survey Findings
• LinkedIn proved to be the most regularly used
social networking site with 78% of you saying
you frequently created content and used the
site.
• Twitter and Facebook came a close second
with 45% and 34% respectively.
• Only 17% of you said that you had generated
business through the use of social media.

Survey Findings
• With regards to SEO, 75% of you said you
knew a bit as to how social media can improve
your SEO.
• The top 2 named LinkedIn groups that you
follow are;
Yorkshire Mafia and IoD Yorkshire.
• One of you mentioned that you have
successfully used LinkedIn to generate
meetings and approaching clients.

Survey Findings
• The general consensus from the survey was
that you wanted:
– information on how to use social media
effectively
– learn more about the world of blogging and how
it can be beneficial to your business
– deeper understanding of twitter and
LinkedIn

What we will cover…
• Social media as powerful search engines
• Keywords – be found
• How to set up and manage a blog
• Blogs – to engage and for SEO
• How to use LinkedIn to win new business
• How to build relationships through Twitter
• … all to help you win new business

By the end of this event…
Before you walk out of here, you will be able to:
• Understand how different social media platforms
can be used to build relationships and win
business.
• Have a basic understanding of the impact of
blogs, Twitter, LinkedIn and Google+ on website
search engine rankings (SEO).
• Go away with a list of useful digital marketing tips
and tricks that they can implement straight away
in their business.

Keywords
What have you searched for on Google?
• Best Thai restaurant in Leeds
• Intellectual property lawyer, UK
• Ebook cover designer
All this could be new
business for you

SEO – Search Engine Optimisation

SEO - Search Engine Optimisation
SEO is nothing more than:
• Create great content.
• Ensure this content is accessible to search
engines.
• Make pages unique and relevant.
• Make the content popular.

On Site
• Keywords
• Content
• Technical Aspect
• Usability

Off site
• Relevancy
• Links
• Reviews
• Reputation

Social Media Platforms for SME’s
• It may seem difficult as an SME to make
waves in such a large pool as social media,
especially when there are larger companies in
your industry.
• However, there are many tips and tricks
which can be applied that can help you
achieve a large impact.
• The only thing you need to input is a time.

Ask yourself questions
Know your customers
• Where do they spend
their time online?
• What products do they
buy?
• What services do they
use?
Know your
products/services
• Are they the kind
people would discuss in
a forum?
• Are they suitable for a
Facebook / Google
Advert?

• Over 100 million users, LinkedIn is the 11th most visited
site in the UK, therefore it is an obvious choice to
target for social media marketing.
• Specifically suited for SMEs because of these
demographics and it is also most widely used by
people aged 35 and over with university degrees.
• Looking for relevant groups in order to gain industry
insight and also to target users is a great way to use the
site. You can have the opportunity to ask questions,
share ideas and hold discussions. It is a great way to
gain expertise knowledge.

Why I use LinkedIn
• Business development and opportunity generation.
• Because it’s where the people are.
• Convenient tool to make and manage connections.
• Handy way for me to stay in touch with my network
• Increases my knowledge.
• Improves my search engine optimisation.
• Oh I get 30% of my business from it!!

Optimising your profile
• Make sure your public profile setting is set to full view.
• Include everything you do in your profile – plus your past companies, your
education, and activities.
• Give your profile a custom URL (your name).
- From this: http://www.linkedin.com/profile/view?id=34305911
- To this: http://uk.linkedin.com/in/jonnyross
• Include the link to your profile in your e-mail signature.
• Link to your website and blog for enhanced SEO.

Optimising your profile
• Link to your websites for enhanced SEO.
• Three quality backlinks.

What LinkedIn describes as your ‘Network’
Connections of the Connections of your Connections
Your Connections
Connections of your Connections
}

In this room, who has ...
• A market researcher in china?
• Contacts at PwC?
• Someone in markerting in schoools?
• Retailer in Australia?

Winning business from LinkedIn
• Joined groups
• Got involved
• Networked
• 30% of my
business now
comes from this
group

Opportunities

@Dominos_uk
#letsdolunch

@TescoMobile

@TheOnion

@InnocentDrinks

@JustEatUK

• 7 Top Tips for Twitter
1. Steer away from directly promoting your
product or service – ALL of the time!
2. Try not to automate your tweets
3. Use hashtags!
4. Keep your account professional
5. Frequency is key
6. Share links to appropriate content
7. Respond to your followers

Facebook Targeting

Diesel bringing Facebook Likes into the
real world

Corona Light

• What gets likes?
• What gets comments?

• What gets shared?
• What should you share?

What should you share?

Simply Business
• Link
• Picture
• Human interest
• Customer
Competition

Virgin Media
Pioneers
• Tag yourself CTA
• Inspirational
message
• in a picture

Caterpillar - CTA, does of nostalgia, picture, link

UPS
• Human
interest story
• Photo
• Link
• CTA
• Competition

Facebook Ernst & Young Global
• News & Insights
• Forums (strategic growth)
• Careers/Recruitment
http://www.ey.com/GL/en/Home/Social-media

How to engage with SMEs in your region
• Google Places

How to engage with SMEs in your
region
• >SoLoMo (Social/Local/Mobile)

What is Google Plus
• Social Network
• Conversation
• Content Sharing
• Business Directory
• Power tool for SEO

Google Authorship

How to engage with SMEs in your region
• LinkedIn groups

Blogging

How to create an
Editorial Calendar?

How to create an editorial calendar. It
sounds complex…but it isn’t!
• People think it needs
to be fancy and
detailed.
• Two advantages;
planning and
accountability.
• There are lots of ways
to create an editorial
calendar, but let’s
keep it simple.

Step 1: Make a list of key dates for the year
• Product launches
• Events / trade
shows
• Marketing
campaigns
• Promotions
• Holidays
• Sporting events
• Key milestones

Step 2: Add these to your Roadmap

Step 3: A comprehensive list of all your
fundraising events/campaigns.
• Do any of these fit in nicely with your roadmap so
far?
• Split them evenly throughout the year.

Step 4: Open a Google Spreadsheet
• Sole Trader or maybe 4 staff..?
• Use Google so it’s easy to share and update
• Everyone with permission can have access
• It’s a live spreadsheet

Challenge Me?
Does anyone want to challenge me, does
anyone think this is all a load of nonsense?
It’s time for questions
• For Tips, Tricks and more free advice
Subscribe to my blog at JonnyRoss.com
• Carry on the conversation with me on
twitter @jrconsultancy

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Bringing your business into the Digital age - IoD Wakefield Event