Module 4 your marketing strategy

This programme has been funded with
support from the European Commission
Module 4
Marketing for Creative
Entrepreneurs

This module combines text book marketing content with
real life experience in the creative enterprise sector
• So what is marketing all about?
• Invest in mattering
• How to build a brand with very little funding
• Low cost marketing tactics that will make a strong impact
Learning Focus:

So what is marketing all about?
Marketing is any contact between you and
someone who may buy from you. It is
everything you do to place your product or
service in the hands of potential customers. It is
important to view marketing as a process, not
an event. It is not a function; it is a way of doing
business. It’s a mindset.
Marketing never stops. Like the laundry, it is
never done! It is about standing out and trying
harder, every day (not just when you feel you
should or you need to). Marketing is about
relationships. You are your most important
marketing tool (how many times can we
mention people buy people in one course?!)

Marketing is a 2 way conversation
Traditional marketing method of push or “shouting” at your target
audience is just not as effective anymore! Make it interactive. People
spend time on social media communicating and sharing with others, so
always engage in two-way conversations.

The Why Of Marketing?
• Great marketing must start with
content that is real and that has
value to your prospect.
• You have limited time and money
to connect with your prospect and
explain why your offering is better.
• Needs to target your ideal
prospect. Why waste your time
talking to 20 people who aren't
going to purchase from you when
you could spend your time
developing relationship with
those who are?

What can marketing do?
Going beyond just increasing income, getting new
users or audiences (and this is vital), it can also
• Build public awareness, confidence or support:
As marketing gets you into the spotlight and
your profile increases, public confidence in your
offering grows as a consequence.
• Reach new contacts: Marketing can help you
get in touch with people who might buy from
you, listen to you, recommend you, or support
you in some way.
• Reach new audiences: A good marketing
campaign can reach new audiences - for
example, different age groups, groups in certain
geographic areas or areas of interest.

What can marketing do?
• Stay in touch with former/existing contacts: Marketing can
help you stay in contact with current, lapsed or former
contacts, whose interest in you may be rekindled with good
marketing and the power of connections.
• Credibility: A heightened public profile also increases the
legitimacy of your creative business in your community’s
eyes and that can increase the support you get from the
them and your influence with decision-makers.
• Differentiation: Marketing can enhance the perception of
your organisation and set it apart from others.
• Spreading knowledge: If you see part of your role as
educating the community about a cause, issue or problem,
marketing also means your message is getting out there

Revolve around your target customer
• Today’s consumer wants and
needs more information than
ever before.
• They want to know what your
product or service does.
• They want to know what’s in it
for them – how they will benefit.
• They want reviews.
• They want to ask questions.
• They want testimonials.
• They want to be reassured.

Copernicus was right!
‘as a matter of fact the world
revolves around me’
CLICK TO WATCH – This Seth
Godin video may be 15 years
old and the examples are US
focused, but it is so full of
relevance today

Decide to matter
in what you make
and to matter in
the way you talk
about it.
Seth Godin.

What does great
marketing look like?
Slevin Aaron Photography Szczecin,
Poland. Wonderful profile that
tells a compelling story, full of
emotion and connection
Selected as one of 10 most
representative Fine-Art
photographers at PhotoVogue
http://www.vogue.it/en/people-are-
talking-about/vogue-
arts/2014/10/slevin-aaron

What does great
marketing look like?
My name is Slevin Aaron and I'm an emotion
photographer. I'm dealing with photography
for 7 years and this is my biggest passion in
life! It is what I love, the way in which I can
show human emotions frozen in the one
frame, and this is for me photography,
feelings, emotions, nostalgia, happiness and
sadness, love and betrayal, life! So I started to
create my own world which is not only a
reflection of the ideas in my head but also my
feelings.

What does great marketing look like?
While working with people I'm always trying to give them as much as
possible. I strive to create the most welcoming atmosphere that gave the
comfort to photos making them natural! I always want to show the pictures
with my approach, my artistry, but also the character and personality of the
people I work with, so for everyone photos will be personal!

What does great marketing look like?
At the moment, I can not imagine
my life without camera in hand,
and without an eye sticked to the
viewfinder applied in which I see
the magic! I create photos for
magazines, as books covers, for
model agencies, test shots and
many others, both outdoor and
in the studio. I'm making
portraits, beauty, glamour,
fashion, street art, macro and
much more but always with
some story to it!
Connect
www.slevinaaron.weebly.com
www.facebook.com/slevinaaron
www.instagram.com/slevinaaron

Like many creative entrepreneurs, Slevin turned a hobby into a creative
business which oozes passion and creativity. Working from home, he
has succeeded to overcome. Financial challenges by ‘implementation of
passion, perseverance and step by step to initially set goals’.
Slevin’s sales strategy focuses on building awareness and standing out.
‘We reach our potential customers via internet websites
for artists. We are being contacted by Art galleries in
Milan, fashion magazines, the world's biggest publishing
houses like Macmillan Publishers, Harper Collins, Random
House connect with us through social media.’

His photos appear on the covers of
books , among others in the two
largest publisher houses in the world,
in theatres as posters, on album
covers and also participate in various
social campaigns in the world.
He also has to his credit several
photographic exhibitions organized in
Poland and Italy
Slevin shares 3 pieces
of advise for creative
entrepreneurs
Passion
Perseverance
Setting and
reaching goals
1
2
3

How to build a
brand with very
little funding

Brand loyal customers
• Are less price sensitive
• Have more of an emotional
connection with your business -
people buy people!
• Increase sales revenue overtime -
maximise the life value of a
customer
• Become Brand advocates - Get
your customers talking about you!
• Are less costly to service - leverage
familiarisation

How To Build A Great Brand With Very Little?
Throughout this course, we have explored what makes your work
distinctive. Who is the authentic you? Your ethos & beliefs. Your brand is
how you need to express this to the world?
It is about identifying the personality of your organisation and those traits
that make it stand out from the crowd. The Challenge - The creation of
YOUR distinctive brand. Seth Godin wrote a book about being remarkable
in your field. The Purple Cow effect http://www.sethgodin.com/sg/
What is your PURPLE COW?

When developing a brand,
think of PERSONALITY
Great brands communicate a compelling
personality.
It’s more than a logo – successful
brands tap into emotion as a
foundation for meaningful
differentiation and authentic
storytelling.
Branding is the art of differentiating
your business to its intended target
and connecting it emotionally.

MOMENTUM- JUST ‘ANOTHER’ CONSULTANT,
HOW COULD THEY STAND OUT? EMPATHY & IMAGERY
Momentum adopted sheep as its brand !

Module 4 your marketing strategy

Your story is the foundation for your brand
It’s a blend how you came to be, what you’re passionate about, your
business culture, how you make people’s lives better and why you are
worth noticing.
What’s your personal story?
Good brands often have human traits that your targets might identify
with?
They have emotional context. You want your customer targets to think,
‘they are for me’, ‘he/she is like me’ or ‘that’s how I think’.
What story do you want to put to your potential customers ?

Some ideas to develop your story
• Your Origin Story: Your history, how you got started, the choices
you made?
• The Passion Story: What you love and why you love what you do.
• The Personality Story: How people might experience your brand,
the customer experience or your approach to your business
• The Customer Story: What do your customers say about you?

Coming up with your brand name
Naming your business is a three-pronged approach.
You have to come up with a good name, a creative tagline, and
a corresponding website domain name.
Shopify have an automatic Business Name Generator!
https://www.shopify.ca/tools/business-name-generator
Lots of others who sell names and domains – at a cost!

Cait & I http://www.caitandi.com/
Founders' names: Using the names
or nick names of real people

Martina Hamilton, jeweller
https://www.martinahamilton.ie/

Ruth Duignan Design , fashion design
https://www.facebook.com/RuthDuignanDesign/

PROS CONS
Your stamp of ownership May take longer to become
established
A legacy for your family May need a further signal
description
Signal Nationality or not

Personification:
Brands that take their names from myth
e.g. The Cat and the Moon,
https://www.thecatandthemoon.ie/
(named after an
evocative 1924 play
and poem by W. B.
Yeats whose works
are synonymous
with the area).

Personification:
Brands that take their names from myth
Other Example
Theatre Company
The Blue Raincoat Company
Greeting card business
named after a 1946 poem

Geography:
Brands named after place of origin
http://leitrimdesignhous
e.ie/
MADE – Manufacturing
Academy of Denmark
http://en.made.dk/
https://www.facebook.c
om/BromptonFinch/

Humour Use the product
to inspire
Embracing your eccentric side!

READ: https://www.virgin.com/entrepreneur/branding-success-
ethical-entrepreneurs
Acronym: A name made of initials such as UPS or IBM – not
recommended for creative businesses
Values based
e.g. ethical credentials as a key selling message

Importance of a great tagline
A good tagline can elicit emotion and paint a picture of brand personality
Nike says,
“Just do it.”
L’Oreal Paris says,
“Because you’re
worth it.”
Shout Out Studio
tagline
“Get more
from online”.

Importance of a great tagline
They share their tips on how to build a great tagline
(and have started an online conversation about it)
• Start with your brand promise.
Why did you create this business?
How are you different? Why
should anyone care?
• Show personality. If you’re brand
is a bit more upscale and
dramatic make sure you’re
speaking in that voice.
• Draw on emotion or action. Sony
does both with, “Make Believe.”
@Shoutoutstudio with the
hashtag #TaglineShoutOut
http://shoutoutstudio.com/

Colour Psychology
An amazing amount of
research has been
done to determine
what effect colours can
have on consumers.
Colours have the ability
to evoke emotion.
A very brief
introduction into the
psychology of colour

Red is an energetic colour that increases the heart
rate and catches peoples attention. It projects a
sense of urgency and excitement, but also comes
off as youthful. Brands such as Netflix, Pinterest,
YouTube, and Coca-Cola all use red.
Orange can be seen as aggressive, but it is mostly
considered a friendly and cheerful colour e.g.
Amazon, Crunchie chocolate!
Yellow is another attention grabbing colour that
brands love to use to give off a sense of warmth
and optimism e.g. Ikea

Green promotes health and growth and is
associated with the environment .
Blue is a trustworthy colour that has caught the
attention of a lot of social media brands
including Twitter and Facebook. It is also seen
as a strong, dependable colour.
Purple is seen as a creative colour that is both
imaginative and wise. It is also regarded as a
calm colour.
Multiple Colours can be used to express
diversity. Companies including Google, NBC,
eBay, and Microsoft all use at least four colours
in their logo designs.

Colour Psychology
Some companies chose not to use any colour in their iconography.
This can give a sense of balance and neutrality. The best example is Apple.

Your Story & Vision - basis for your brand
You need to communicate the personality, identity, voice and tone, and
create brand identity guidelines and then stick to them. Talk directly to
your target market. Consumers are cautious and want to learn about the
products they are buying – educate them
Need to sell YOUR personality – some tips:-
• Write in language real people understand.
Sometimes we can over-elaborate.
• Get rid of the jargon.
• Make your sentences shorter.
• Add a touch of humour.
• Sound like you’re a human!

Think of your brand as your DNA
• Image – the creator and the creation
• Use of pictures
• Colours and typeface
• Culture e.g. values
Remarkable brands

Brands are consistent
emarkable brands

Brands are consistent
Anke of Bear Essentials wears a bear
necklace and is always photographed
with her ‘friend’ who she introduces
by name when we meet her.
www.bearessentials.ie

Practical Steps
• What are your competition called and what is their brand?
How does it look beside yours?
• Ask graphic designers to present their branding portfolio - remember to
make your decision on price, quality of work and personality/chemistry.
Be very wary of ‘off the shelf’ logos
• Decide on a logo that will look good on your main points of promotion;
packaging/signage
• Adopt a great tagline
• What do the colours say about your business?
• Make a list of all the items you need; business cards, flyers, ads, van
lettering, letterheads, signs, packaging
• Always, always be design consistent

Packaging Inspiration
Let the product inspire you - one trick that
is almost always a good idea is to draw
design inspiration from the product itself.
This can take the form of colour, shape,
size, materials, photography, etc.. Look at
ways to make the packaging consistent in
some way with what’s inside.
Stalk craft and lifestyle stores and websites
to see what's out there. Spend time in
nature to gather ideas. Spend the time to
find the right graphic and packaging
designer and be willing to pay for services.
It will be worth it in the end.

Check out http://www.thedieline.com/
Spode Kitchen Textiles

Discipline is an Italian design brand. The
name Discipline, which means order and
competence, combines the method and
the message at the origin: creating a new
generation of furniture and accessories
to lend emotion to the real life.
In order to give new life to any product
and any emotion to the final users,
Discipline has involved an international
team, now including 14 designers from
10 different countries.
Check out http://www.thedieline.com/
http://www.thedieline.com/blog/2012/12/4/discipline.html?rq=textiles

It does not need to be expensive –
thoughtful is even better.
Penny Lindop tag has a sheep icon
and a personal message
https://www.pennylindop.com/

Create a brand personality for your business by
jotting down the top 5 overarching personality
characteristics that you believe best describes your brand

Low cost
marketing
tactics that
will make a
strong impact

Think about Tribal Marketing
The premise of tribal marketing is that people are looking for products
and services that not only enable them to be freer, but can also link them
to others, to a community, to a tribe.
1. Find them or make it easy for them to find you.
Where to find your tribe :
• Online forums and groups.
• Blogging - comments.
• Social media.
• Just ask - built a robust mailing list of contacts
who want to hear from you
2. Listen to them and feed them with a lot of
valuable ‘stuff’ - Provide outstanding content and
resources that meets their need.
3. Get them into your sales pipeline and
4. Make them an offer.

Targeted Marketing
You may have many different types of customers/users for the same
product/service. This is called Market Segmentation.
• One size does not fit all
• Split target market into specific sub targets
Who makes up your target market?
1. Who are your customers/users? What do they need or expect?
2. Why have they come to you?
3. What are the unique benefits you offer that will make their lives
better?
4. How does each person contribute, personally, to that mission?

Targeted Marketing
All customers are not the same !
When we know who they are, we
will know how best to focus our
marketing effort. When you
organize your marketing (and your
business itself) around your ideal
customer set, you have an
opportunity to truly speak to that
audience in terms they understand
and are likely to respond to.

TOURISM EXAMPLE
Product Segmentation according to Buyer types in tourism

Great marketing is customer/user focused
All great marketing campaigns begin with knowing who your
customer/user is (called buyer persona’s) by identifying specifically
more about their pain points, background, demographics, wants, needs
and what channels are best to reach them.

Great marketing is customer/user focused
Creative customer profiling
• Develop target profile of a typical customer segment/service user
• Picture a particular ‘individual’ and segment based on what
motivates them
• Develop a deeper level of understanding of them
• What do they like to do? What are their pain points ? What are
they complaining about? What is their biggest challenge? What
motivates them?
• What are the key communication channels to reach them on &
offline ?
• Where do they go to get information?
• What messages do they want to hear?
• What will motivate them to pick you over others ?

How does this translate into great marketing?
Through the use of language & visuals

1. Define who your audience is
2. Develop your communications tone that is appropriate to the
audience. Keep the message simple, tell a great story – talk like
a human !
3. Get the message out concisely through the right channels
4. Listen – invite action, invite a conversation
5. Ongoing – not stop start
The ingredients of effective communications5

The two words 'information'
and 'communication' are
often used interchangeably,
but they signify quite
different things.
Information is giving out;
communication is
getting through
Sydney J. Harris
Are we guilty
of ‘giving out’?
“
”

Tell A Great Story
• Describe what you offer based on a
personal perspective i.e. articulate
previous user/ customer experience
- the power of testimonials and
empathy (when you show empathy
you become relatable and people
will want to open up to you)
• Pick a relevant example that is
relevant to the your target market–
people love real life stories!
• Think about great stories you can
share

No good having a story unless you share it !
You should tell your brand stories on your website, in your literature, at
your locations, in videos (especially in video ), through the emails you
send out, events you host and attend i.e. everywhere

The Most Persuasive Words in marketing5
1. You - we become more engaged and even more trusting of a
message in which our name appears.
2. Free – powerful but only use free when it makes sense, and only
in the right context.
3. Because - you have to remember that it all comes down to
answering your customer’s #1 question - What’s in it for me?
4. Instantly - we want things yesterday
5. New - New fixes to old problems, new features and
improvements, a fresh new design, or even new ways of getting
your message, while staying true to your brand

The Power of Public Relations
PR is managing the flow of communications
between you and the public, giving life to your
story with reach and impact through all media and
awards.
In a busy world, campaigns sometimes need
incentives to get the commitment of the various
media targets. We would encourage the
allocation of a small number of prizes to be used
as competition incentives with key media channels
- e.g. a FREE workshop or tickets to your showcase
event would have a net cost to you of much less
than the cost of an advert.

Getting the message out there
1. Get great photos of your project in action
2. Print & circulate an information leaflet for
your community in the theme of ... Did
you know ? Tell your story, what difference
can your offering make?
3. Invest in a ezine/newsletter template
(more later)
4. Posters and pop up banners are great
5. Whoever thinks business cards are an
outdated form of business marketing is
way off the mark. They continue to
deliver a personal touch.
6. Run an open day event - a free
something or other

Photos for PR (and digital marketing)
Get great photos of your project in action – be creative.
We experience first through sight, and then are prompted to react
according to how we feel about what we see.
FREE stockphotos - http://www.raumrot.com/

75 Free images from - http://offers.hubspot.com/free-stock-photos

Free pack of images each month -
http://deathtothestockphoto.com/

But nothing
beats your own

PR - Components of a Media Tool Kit
• Press Release/Media Alert
• Research that you could share about your cause or mission
• Fact Sheets
• Fabulous standout photo
• Talking Points
Make a list of your contacts:
• Publications – print & online newspapers and magazines
• Radio stations - Television lifestyle programmes
• Bloggers
• Get the social media contacts of key writers and journalists – Twitter is
particularly strong for media people
• Note what columns cover your creative discipline and/or human-
interest stories.

A good press release
A good press release will answer the key questions:
• Who?
• What?
• Why?
• Where?
• When?
• How?

A good press release
• A good press release should contain a quote from yourself or am
authority/informed figure
• Try and keep to one page with peripheral notes on the end i.e. Notes
to Editors
• Image is vital & reference same
• Write in short concise paragraphs
• Have a catchy headline
• Make sure to include key information
• Finish each release with
Ends
Date For further information contact X at
Tel. XX , MobileXXX, e-mailXXX

Other great marketing tactics
Enter Awards
Enter key sector awards (design, arts,
enterprise, performance etc) not only to
build reputation for excellence but also as
key PR messages.
Network
with your peers, other creative businesses,
and share resources. Trade shows are a
great opportunity to meet people you
normally would not.

Digital is a must have….
Being a creative entrepreneur
in a digital age is a bit like being lost
in a crowd. It can be exciting –
but also daunting. The crowd is made
up of other creative entrepreneurs,
funny videos, heart warming stories,
amazing inventions, and cats
Oonagh Murphy
www.oonaghmurphy.com
@OonaghTweets
“
”

How we
consume digital?
The importance of being
mobile - With more and more
internet users using mobile
devices for information –make
sure your website is fully
mobile optimized making it
accessible across all devices.

Your web presence, what does it look like ?
Think of your website as your hub serving as a virtual portfolio of your
work. It’s what people will see when they look for you. Make sure your
first impression is a good one. Thought and effort into the design of the
website will pay dividends.
• Define your goals for the website
• What information do you want to highlight on the website?
How can you highlight your Unique Selling Points?
• How do want the visitor to experience this ?
E.g. through video, image gallery, downloads etc.
• What layout is appropriate to your creative business?
• How can your website capture potential leads ?
E.g. sign up to our newsletter
• Cost considerations – can a free site give the same functionality as a
custom design?

Your web presence, the essentials
The Structure
Your home page is the initial point of contact for visitors. It must answer
2 key questions for the visitor and give them a reason to stay on your site
What do you do? Use your 20 word profile (Module 1) Why should I trust you ?
The About Page
Reinforces that trust. Share your bio (Module 3) and give evidence of
why you are special. Remember 78% of people trust a recommendation,
only 14% trust advertisments.
Contact Page
Make it easy for people to contact you on EVERY page – email and phone
number clearly displayed. Include your address and a Google Map if
appropriate.

Your Website Homepage - Something to buy –
i.e your service or your products.
So, if you're not selling something on your home page, fix it fast.
You need to showcase three to five featured products with pictures,
headlines, a little bit of copy, price & buy now/more information buttons.

Want to know if your website is mobile friendly?
www.google.com/webmasters/tools/mobile-friendly

Website Calls to Actions
A call to action isn’t just needed on your homepage, it’s required on
every single content page of your site as well! Think about - what course
of action that you want website visitors to take? Is there just one course
of action? (primary) or are there more than one (secondary)…

Google my Business/Google+
Use Google My Business to get a local business, brand, organization,
or artist online. When you add your business using Google My Business,
you’ll create a Google+ page https://support.google.com/business
By creating a local page on Google My Business, your business information
can show up in Google Search, Google Earth, and other Google properties.

A website is no longer enough - time to blog!
• A blog is the part of a website that displays a writers’ articles – it is
typically the latest news section (but a blog sounds cooler!)
• Can be a blog only site
• Articles usually centre on writers’ own experience, observations,
opinions
• Articles (or blog posts) are continually updated on an ongoing basis,
listed in chronological order on your blog, and show dates of posts
• The only thing blogging costs you: your time, but the benefits are
huge.

Main Reasons you Should Blog
• A blog can establish you as an authority! Even if you don’t consider
yourself a writer, starting an industry blog where you discuss latest
news, skills, past projects, learning experiences, and techniques can
be a great way to show that you are an industry expert.
• If your blog is regularly updated and provides interesting content
tailored for your audience, your web traffic will grow.
• It builds your ‘tribe’ and this provides evidence to others - Want a
publishing deal? It shows you have built solid fan base for your work
first. Same with music publishing.

Create Posts That Are Relevant
To Your Brand And Tell A Story
The purpose here is to ignite a feeling
in your audience. Each time you post,
question what you want your audience to
feel. Do you want them to feel inspired?
Do you want them to feel empathetic or
informed or supported or connected to
you? Don’t be afraid to express your
feelings – I love, I feel nervous etc.. Use a
language style that is quite informal and
conversational Seek out guest bloggers for
your site and offer to guest blog on others.

Examples of blog content
Top Audition Tips from The Forge Initiative
https://actorsandperformers.com/2016/07/top-audition-tips-from-the-forge-initiative1

How I started my millinery business! Jennifer Wrynne
http://www.jenniferwrynne.com/blog/how-i-started-my-millinery-business

A blog as a journal
http://www.dunleavybespoke.com/journal/

Blogging Tips
• Keep your blog content focused on your industry or role.
• Write regularly and always keep it high quality.
• Share across your social media channels
• Pick your Topic Carefully - choose something you know well and are
passionate about
• Keep it Short and Sweet to start - aim for 200 to 250 words
• Determine your Main Points- 3 or 4 is plenty
• Get Writing - start with a great headline!

Great Title Maker/Blog Inspiration Tool
http://www.portent.com/tools/title-maker
E.g. - using term music – wouldn’t this make for an interesting blog post?

Making your blog work for you..
Original blog post on website

Shared across multiple social media channels
Facebook Twitter LinkedIn

Analyse your results
124 blog post views in less than 24 hours
A powerful way to establish Momentum
as a ‘funding’ authority - now over 5,000 views

Video works because…
…is Easily Digestible
The attention span of internet users is diminishing every year . They want
to get to the point, fast! Videos re seeing a huge increase in usage, while
their length is continuing to decrease. Audiences are far more likely to
engage, embed, share and comment on video content than other social
media posts.

Video works because…
…we are all mobile
Advances in technology are leaning more towards favouring the video
marketer. For example, Facebook’s addition of autoplay.
You are more likely to capture a viewer’s attention on a mobile device.
Smart phones are everywhere, take advantage of this effective way to
share and promote your work.

Testimonial/endorsement videos
• Share a Customer/User Success Story to Establish a Good
Reputation
• There are few things more powerful than a first-person testimonial
that tells how your product or service made a customer/user’s life
better.
• This doesn’t have to be polished and technical more important that
its real!
Informational/Educational videos
• Tell your story and educate people on your company values,
products and services.
• Share tips. By giving away great tips, you will literally show your
viewers that you know what you’re talking about.
cause

What are you educating?
• Your Solutions (products and
services)?
• Your Knowledge?
• Your Insights into the Industry
you are involved in?
Why are you educating?
• To build credibility about you, your
company or your solutions
• To differentiate you, your company, your
solutions
• To gain competitive advantage
Where are you educating?
• Social media?
• Your website/blog?
• Through ezines ?
• Online via videos, webinars,
podcasts?
When are you educating?
• Daily?
• Weekly?
• Monthly?
• Continually?
• When sales go down?
How are you educating?
How interactive can you make the
experience?
Didactic (one way with no feedback loop)?
Questions and Answers?

How to Videos
Michellemadethis - DIY Wipeable to do list frame
https://www.facebook.com/michellemadethis/videos

Original content development - what to create?
All the ingredients for great content are around you!
• An impromptu video of your workshop/kitchen can be turned
into a YouTube video.
• Prep work for a sales meeting/presentation can be transformed
into a captivating industry insight
• Customer case studies can be turned into insightful blog posts

FREE Video creation/editing tools
Youtube video editor - www.youtube.com/editor
Combine multiple videos & images you've uploaded to create a new video
• Trim your clips to custom lengths
• Add music to your video from a library of approved and FREE tracks
• Customize videos and clips with special tools and effects

FREE Video creation/editing tools
APP STORE - Many options
Gravie is a fast & easy video making app that lets you make videos
at your fingertips. Make your own video in minutes using their
themes, graphic templates. Record your own video or select from
the recorded clips and recreate using various effects & styles.

Things to remember when creating videos…
• Lighting and sound - choose a well lit area with no shadows, make
sure it’s a quiet location (no traffic, slamming doors etc)
• Record a short piece then review to make sure quality is good
• Music, image stills and captions really bring your video to life –think
about including these!
• Add your logo to the start, your logo and contact details to the end
with a call to action at the end
Editing videos – Adding Music
• Add images of completed projects, happy customers, testimonials
etc..
• Music evokes a strong emotional response in an audience.
• Another free resource for music intros - Free - www.free-intro-
music.com (download password: linorisemusic)

Uploading Videos to YouTube
• Create your own YouTube Business
Channel. Did you know that YouTube
is the second biggest search engine
after Google?
• Video descriptions should be concise
- no more than a couple of short sentences
• Use keyword search terms in
your video descriptions
• Group them into playlists by topic or theme
- gives order to your YouTube Channel and
makes your channel more user friendly,
allowing your users to easily find and focus
on the content they are looking for

A creative entrepreneur video …
• Edited with Windows Live Movie Maker
• Intro and end call to action added
• As well as captions, music and transitions
www.youtube.com/watch?v=7G-ogDew420

YouTube Analytics
YouTube Analytics lets you monitor the performance of your channel and
videos with up-to-date metrics and reports.
Analytics Overview
• Views Reports
• Views
• Demographics
• Playback Locations
• Traffic Sources
• Devices
• Audience
• Engagement Reports
• Subscribers
• Likes and dislikes
• Favorites
• Comments
• Sharing
• Annotations

Direct Marketing
• Build up Your ‘Permission Asset’ ( my what ?)
• Database list of people who expressly give you their permission to
receive information from you – by post or email or text
• Data protection – offer opt out
• Manage your database

Example campaign
Create a master list of the key sales contacts you wish to approach. Start
to contact them by email, telephone, post (its useful to pop a small
sample of your product – craft, manuscript, in the post for the buyer to
get a chance to look in their own time). Sending out
thoughtful/innovative promotional samples almost as if they are a gift
can be effective.
Working through a master list of contacts can be frustrating and deflating
at times but persistence does work.

E-zine or Newsletter - powerful !
• High Impact marketing effort
• Easy to track number of recipients
• FREE packages e.g. http://www.mailchimp.com,
• Online ezine & newsletter application
• Sign up – FREE Account
• Send 12,000 emails per month to 2,000 subscribers
• Create newsletter in 3 easy steps
- Create list
- Design Sign up form
- Create & Send Campaigns
- Others are www.constantcontact.com
and www.aweber.com

Embed a Sign Up Form on your Website
An embedded form is a
way to of showing a
Mailchimp form on a
page of your website.
Embedded forms make
is easy for your website
visitors to join your
email list.
ClassicSuperSlimNaked
3PREMADETEMPLATES

Enquiry form via Facebook Page
Example of newsletter sign up via a Facebook Page

Campaign focus...
What campaigns should you run? Seasonal themes, deadline
motivated, opportunity motivated... Have a think about what you would
like to share for your first ezine. Note - Whenever you collect customer
details, you must respect privacy and anti-spamming laws. Check out
www.dataprotection.ie to research your obligations.

Email Marketing Tips
Make your emails mobile
compatible and visual -
experiment with various types of
images and text content. In
general, a even mix of images
and text covers all your bases!
Timing is Everything – review
your reports, perhaps lunch
time, weekend or evenings?

Mailchimp Reporting – why it is useful?
• You learn - How many people opened your email? How many
clicked? What did they click? What didn’t they click? Did they
like the content? - this helps you learn from your mistakes!
• It also helps you hone in on people you now KNOW are
interested in your product or service

SMS Texting
• Set up a group text listing
• Excellent for events and special offers
• Cost effective for enterprises to promote
themselves
• Very immediate delivery of message
• Action orientated
• Cost effective
- Can send out texts from individual phone
- Or over the internet
• WebText – most mobile providers allow
customers to send a few hundred texts
every month for free!

The Power of
Social Media
Social media is
about connections
and conversations,
your business page
has/will have its own
voice and tone.
Embrace yours!

Using Facebook, but is it working ?
Despite lots of skepticism around its effectiveness, Facebook is still a
great way to connect with supporters which might not have known about
your organisation previously.
Keep your personal life separate from your business contacts i.e. create a
Facebook business page for your new creative enterprise. This allows you
to post on Facebook and interact with other users without giving them
access to your personal Facebook account.
You can quickly broadcast a message to a large list (their opt-in network)
but Engagement Is Key

How News Is Created?
Facebook defines engagement in one way and one way only: fingers
clicking specific buttons. The more often your fans engage with you, the
more often your posts will be pushed out into their News Feed. Four
main ways fans engage –
Every time someone engages with your page a story is created and
shared with their network. Other ways of engagement are
• RSVP to a pages event - The event-posting capabilities allow you to
advertise upcoming events easily and efficiently.
• Mention the page in a post
• Check in at a place
like it Leave a comment Share it with others Click on a link

Free Facebook Timeline Cover Maker Tool
www.pagemodo.com is a great FREE tool for creating interesting and
engaging Facebook Cover images. Lots of templates to choose from, you
insert your own images, text, call to actions etc. Update your cover
regularly – seasonal campaigns

Facebook Places - Needed For Check Ins & Reviews

Facebook changes very often!
One of the best way of keeping up to speed with all the changes is to
follow the Facebook guide for business - www.facebook.com/business
Be consistent in the quality and types of posts you create, this will help
people know what kinds of messages to expect from you and how they
tie into your business.
Boosted posts and Facebook Ads
Boosted posts appear higher in News Feed, so there's a better chance
your audience will see them. Use link ads to drive people to your site,
and include special codes they can use at checkout.
Drive urgency with a time prompt like “free shipping, this weekend only"
or "12 hour flash sale"

Be smart - Schedule Posts
Try structure your posts like you are talking to a friend and you/your
business will come across more open, welcoming and approachable!

Be smart - Building Your Timeline – Add Milestones

Same ad copy two different images
- which performed better?
Stock Image Personal/Business Image

Same ad copy two different images
- which performed better?
Stock Image Personal/Business Image
50%
more
website
clicks
Did we mention people buy people ?!

FREE Facebook
Monitoring Tool
LikeAlyzer: is a great
monitoring tool that highlights
exactly what you’re doing right
and what you’re doing wrong,
making it much easier to make
the necessary changes. Use it
to check you won page and to
check competitors to see how
their pages score!
www.likealyzer.com

Facebook Live
Live video streaming is quickly becoming a
popular method for creative
entrepreneurs to reach out to their users.
Facebook Live is a tool for sharing live
video straight from your smartphone. This
ability allows your business to interact
and connect with customers in real time.
There are no edits or cuts. It is a video
feed happening at that exact moment,
and this is what makes it so powerful. Live
video streaming breaks down traditional
barriers and creates a connection with
your customer that extends beyond
traditional marketing.

Behind the scenes look on Facebook Live
People love to see things that are normally off limits to them. Give your
customers an exclusive sneak peeks at how your business runs and what
makes you unique. For example, a theatre company could give viewers a
glimpse of a new production. Give your customers/users a little preview
into the day-to-day life of your business.
Showcase a new product
Got a brand new product or service that is about to hit the market? Show
it in action on a live stream. A live demonstration will give your audience
an insight into your product that even a well-written description simply
cannot give. Offer a giveaway or a discount code as an incentive to
people that tune into the live event.

Broadcast Live Events
Engage with your audience wherever you are! Are you at a conference
that you could broadcast from? Are you somewhere that your customers
might love? Talk your audience through exactly where you are, what you
are doing and answer their questions along the way. You can broadcast
most anything with little or no preparation.
Host live tutorials
Depending on the complexity of your product, tutorials can be very
powerful.

The big question for brands on
Instagram is what emotion they
want their content to evoke.
What will people feel or do
when they see your brand on
Instagram? Will you make them
laugh? Think? Dream? Cry?
• Photo/video sharing app – the
‘visual’ web that uses the
language of images, videos and
gifs
• Recent study - Instagram
provides brands 58 times more
engagement per follower than
other social media platforms.
• Instagram is about people. And
people are moved by emotions.
• Generally a more youthful
audience, the largest
percentage of users falling into
the 18-34 year old zone.
• People come to Instagram to be
visually inspired.

How your business can use Twitter
Twitter is where people connect with their
passions, share their opinions, and find out what’s
happening in the world right now.
Here are some ways you can leverage Twitter.
• Discover what’s happening right now
Twitter gives you access to what’s going on in
your industry, community, and around the
world. Use Twitter search to listen to the
relevant conversations that are happening and
jump in where you can add value.
• Increase your brand awareness
Raise the profile of your business and increase
the impact of your marketing by using Twitter to
regularly communicate with your followers.
Extend your reach even further with Twitter Ads
Guess
What?
Did you
know?

• Provide timely customer service
People often talk about the products they use
on Twitter, so it’s a natural place to provide
customer service. In fact, 85% of SMB Twitter
users said that it's important that businesses
provide customer support on Twitter. Use it to
quickly and easily respond to support queries.
That will help you develop a good reputation for
your business, and strong relationships with
customers.
• Connect with potential customers, brand
advocates, and influencers
Twitter allows you to follow and interact with
people outside of your personal network. It’s a
great way of joining or even starting discussions
with influencers and industry experts to raise
the profile of your business and build valuable
connections.
Guess
What?
Did you
know?

1. Research companies with a strong presence within your sector or
community & identify those with alignment/commitment to your cause.
2. Lever Personal Relationships - Ask your contacts for contacts they may
have impact with potential sponsors
3. Understand Sponsors’ Motivations: Brand building: Marketing,
Corporate Social responsibility. If your project aligns with their
philanthropic efforts you have a better chance of attracting their
support.
Attracting Corporate Support, steps6

4. Craft and send a letter/video. Be passionate: If you are enthusiastic
about the opportunity and are clear about the sponsor benefits, you
will shine through and will be infectious to people around you.
5. Follow up - You must assume prospective sponsors will not contact you
directly; it is your responsibility to contact them
6. Deliver what you promise: You can never express enough appreciation
for the support of your sponsor. Overdeliver!
Attracting Corporate Support, steps6

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