andy williams: “putting yourself in front of the right audience”

By Andy Williams@Koozai_Andy

PUTTING YOURSELF IN FRONT OF THE RIGHT AUDIENCEON THE EDGE MANCHESTER

Andy WilliamsDigital Marketing Manager

A BIT ABOUT ME

• Digital Marketing Manager• Dad of three• I have a famous name sake• Distance runner• …and I manage a

successful band

I LIKE TO SETMY TEAM CHALLENGES

I try to rank for their name

They have to fend me off

In February 2013I chose my next victim

THIS ISGRAEME BENGE

Graeme accepted the challenge

HERE WERE THE RULES

One Month

•Protect your name•No black hat tactics•If any ranking page I am responsible for appears in the top three I WIN•Loser buys lunch

I didn’t want to just

create a page and promote it

I didn’t want to just

create a page and promote it

I wanted to experiment as well as challenge

I wanted to experiment as well as challenge

So I Created A Band

KNOW YOURCOMPANY IDENTITY

CREATING THE BANDS IDENTITY

Indie Band / Brit Pop

Appeal to students

Appeal to 90’s generation

Came from Bristol

Formed a year ago

GRAEME BENGE WENT SOCIAL

WHAT COULD I ACHIEVE FROM SOCIAL ACTIVITY?

Could I rank?

How strong are social signals?

What could I achieve by not having a site?

Would Google see this as a brand?

SETTING UPYOUR PROFILES

• Informative description

• Tweet and retweet regularly

• Include images and videos

• Add all info

• Update regularly

• Create a welcoming profile

MAIN POINTS

Fill in all company information

Brand your profiles

Make it clear what you are offering

Update regularly

Include images and videos

I had my profiles

One problem – I didn’t have an audience

“Indie band likened to Stone Roses and Inspiral Carpets with a 2013

hardcore reboot”

It was time to start finding my audience

Once you

have your

audience,

don’t let

them get

bored

Once you

have your

audience,

don’t let

them get

bored

FINDING YOURAUDIENCE ONTWITTER

• Search for common interests

• Find people talking about your product

• Research who is following your competitors

• Follow them

Meanwhile

on

FacebookMeanwhile

on

Facebook

I asked

friends to

like and

comment

on the page

I asked

friends to

like and

comment

on the page

The account was updated regularly

Fan videos added to both Facebook and

YouTube to build content

BUILDING YOURAUDIENCE ONFACEBOOK

• Ask friends to likeyour page

• Ask friends to share your posts

• Update regularly

• Include images with your posts

• Create a page newcomers will wantto “like”

THE NEXT LEVEL

Simply by putting the band out there

I had raised interest

So just how far could I actually take this?

You can buy ANYTHING on Fiverr.com

And I mean ANYTHING

THIS ISLIZ JOHNSON

THE REQUIREMENTS

A cover version of Radiohead’sNo Surprises

An MP3 version

A video version

All within the next five days All for

$10All for

$10

Now I had a

product

Now I had a

product

Listen

for

yourselfListen

for

yourself

NICHE PROFILESTARGETED AUDIENCE

Now I had a product I could outreach further

Time to release

the single

My audience was

starting to build

Number One

Number One

I was no longer feeling like this

I was feeling more like this

Graeme had since

become bored and

gone home

People were sharing

band updates

The band were

receiving 5 star

reviews

The single had set the

band up as genuine

I still wanted social signals

so I had to continue giving more

Asking for Re-Tweets for the chance to win the T-Shirt

created further social signals

Asking for reviews of the single on the Facebook page

created activity on the page

INTERNET RADIO INTEREST

The band were now gaining interest

from internet radio stations

AIRTIME SUCCESS

BreakOutRadio played the track for

three months - everyday

Created a band

Built an audience

Released a single

Gained genuine reviews

Reached 18th in the national Reverbnation chart

Received radio airtime

IN JUST ONE MONTH

NONE of which was done

through Google – this was social

Imagine what YOU can do

with a genuine product

SO WHAT DID

I LEARN?

Google isn’t the only place you will find

your audience

There is a ready made audience

waiting on social media

SOCIAL MEDIA

Include contact details

Brand your profiles

Include images

Provide a thorough company description

Include videos

Include your products/services

SET UP YOUR

PROFILES CORRECTLY

Use Twitter

Search

Find people asking questions

Find people talking about your products

Follow them

Find who is following your competitors

Search for keywords Find hashtags to follow

HOW TO FIND

YOUR AUDIENCE

Keep them interested

Update regularly

Interact with them

Be human

Understand what they want

Welcome them

WHAT TO DO ONCE YOU HAVE FOUND THEM

Provide information

Updates

Sell to them

News

Be a voice in your industry

Answer their queries

GIVE THEM WHAT

THEY WANT

Have an active account

Provide exclusives

Include your audience

Provide offers

Include information onlyfound on your profiles

Make them feel part of it all

GIVE THEM A

REASON TO STAY

MOREPOINTS

Don’t lie

Don’t buy your audience

Don’t promise

something you can’t

deliver

LOADS MORE FREETIPS AND ADVICE

FREEWhitepaper

FREEWhitepaper

http://www.koozai.com/resources/whitepapers/

LOADS MORE FREETIPS AND ADVICE

FREEWhitepaper

FREEWhitepaper

http://www.koozai.com/resources/whitepapers/

#FindLiz

Find Liz - I need a follow up single

THANK YOU FOR LISTENING

@Koozai_Andy

andy.williams@koozai.com0845 485 1262

koozai.com

IMAGE CREDITS

Lego Band - http://www.eggplante.com/2009/11/13/lego-rock-band-review/Empty Theatre - http://commons.wikimedia.org/wiki/File:Tiverton_,_The_New_Hall_Theatre_-_geograph.org.uk_-_1239163.jpgCalendar - http://ollinatl.deviantart.com/art/calendar-clipart-115688405Signpost - http://www.geograph.org.uk/photo/3067266Boy Looking - https://fascd.org/?p=248Facebook Icon - http://commons.wikimedia.org/wiki/File:Facebook_icon.jpgTwitter Icon - http://commons.wikimedia.org/wiki/File:Twitter_icon.pngRon Burgundy - http://makeameme.org/meme/well-that-escalated-e7pq1pFacebook Thumb - http://commons.wikimedia.org/wiki/File:Facebook-like-button.pngSimon Cowell - http://commons.wikimedia.org/wiki/File:Simon_Cowell_in_December_2011.jpgBaby Yawning - https://www.flickr.com/photos/skippy/196480959/ More Icon - http://openclipart.org/detail/140623/more-sticker-by-easyMusic Gig - http://commons.wikimedia.org/wiki/File:Love_Music_Hate_Racism_Gig.jpgUncle Sam - http://commons.wikimedia.org/wiki/File:Uncle_Sam_(pointing_finger).jpgGoogle Logo - http://commons.wikimedia.org/wiki/File:Googlelogo.pngHalf Empty Seats - http://en.wikipedia.org/wiki/Zoo_TV_Tour Boy Learning - http://pixabay.com/en/boy-portrait-smile-boy-school-286241/

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