building influence and market presence - workshop (clive wilson & claire scaramanga)

Building Influence

and

Market Presence

Clive WilsonClaire Scaramanga

© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd

Building Influence and Market Presence

This workshop will cover

• Exercise: Map your current position

ONLINE ENGAGEMENT

• Exercise 1: Identify topics and stories

• Exercise 2: Write a blog post

YOUR VOICE AND YOUR BRAND and CREATING GREAT CONTENT

TOOLS OF THE TRADE

QUESTIONS


To create a

REACTION or a RESPONSE

you need to be

INTERESTING


Online Engagement


How many ways

do people come into

contact with

your business?


Online Engagement



Online Engagement

Websites Visitors Video Telephone StaffSocial Media

Screen savers

Proposals Presentations Premises PR Exposure PodcastsPersonal

AppearancePartners

3rd Parties

AdvertisingBusiness

cardsCredit Control

Delivery Process

Directory Entries

Documents Emails

eMarketing Exhibitions Google+ Invoices Networking MeetingsMobile email


What is your

Message?


Online Engagement


Pitch Structure:


Online Engagement

Clarity Credibility Problem Solution

What are you known for?

How do you leave people

feeling?


Do Something


Online Engagement



Online Engagement



Online Engagement

Email Marketing

Social Media

Blogging



Online Engagement

Getting Noticed

Create Content

Put it on your

Website

Share on Social Media

Email Marketing

Newsletters


MeasureEverything


Online Engagement



What’s in a brand?

• To be the world’s biggest and best confectionary company

Vision

• Performance

• Quality

• Respect

• Integrity

• Responsibility

Values


Your customers:


Your voice and brand

Who they are



Your voice and brandProfile Organisation type Issue Options Services

Bob Hopeless Individual Got large credit card bills he

can’t pay

IVA (normally for 5

years)

Could be forced to sell his house so needs

a bespoke plan to qualify this risk

Sir Ian Madealot Individual (high end) Being sued and has a large

legal bill. He’s employed but

doesn’t have enough to pay

it

Bankruptcy Advice and guidance on how to make

sure the bankruptcy doesn’t have

implications or nasty surprises that could

cause problems in the future. Discretion,

especially if a high profile individual

Sparks Electricians Sole trader Business in trouble but viable

going forward – owes more

than he is earning

IVA A bespoke plan to reduce risk of losing his

home and allow trading to continue

Laurel & Hardy Comics Partnership Business in trouble – cash flow

problems, unprofitable,

possibly with judgments

against them

IVA

PVA

Refinancing

If there is hope, then business advice on

how to restructure, change strategy,

provide access to finance.

If not, then an IVA or PVA

Kramer & Kramer Partnership Member of the family leaving

the partnership and therefore

dissolving it

Business advice

Refinancing

Solvent liquidation

Advice and access to finance

Lower Taxes Ltd Limited company Not got enough to pay HMRC

who have run out of patience

Liquidation

Administration

Acting as liquidator

Liquidity Ltd Limited company Cash flow problems – the

business has potential long

term but not sure can survive

beyond next month

Business advice

Refinancing

Invoice finance

CVA

Help them develop a plan to get out of

difficulty and find finance


Your customers:



Who they areWants and

needs


Your customers:



Who they areWants and

needsStories


Visual identity

Why values are important

Putting into customer

experience

Creating

awareness Getting employee on board

Today’s talk

Brand

CustomersTouch points

“Losing” control

Measure

Telling stories

Mix up media

Protect your

contentPaper trails

Creating great

content

Build a database

Personas

Wants and

needs




Create great contentAttention

Great title, hooks/bait, engaging & relevant content. Don’t be afraid to be controversial

Bring to life

Use images, illustrate with examples

Legibility

Short sentences, signposting, spacing, succinct

Language

Use theirs, rule of three, SEO & human friendly, avoid jargon/management speak



Create great contentDon’t forget to

Make sharing easy, quote sources and check it carefully, avoid duplicate content

Beware!

Use humour with caution. Don’t knock the competition

Be legal

Don’t: use images/logos/copyright material without licence or plagiarise

Not a hard sell

It’s a dialogue not a sales pitch



Help the reader scan your blog



How NOT to do it!Chinese 5 Star Hotel brochure

Getting There

Our representative will make you wait at the airport. The bus to the hotel runs along the lake shore. Soon you will feel pleasure in passing water. You will know that you are getting near the hotel, because you will go round the bend. The manager will await you in the entrance hall. He always tries to have intercourse with all new guests.

The hotel

This is a family hotel, so children are very welcome. We of course are always pleased to accept adultery. Highly skilled nurses are available in the evenings to put down your children. Guests are invited to conjugate in the bar and expose themselves to others. But please note that ladies are not allowed to have babies in the bar. We organize social games, so no guest is ever left alone to play with them self.

The Restaurant

Our menus have been carefully chosen to be ordinary and unexciting. At dinner, our quartet will circulate from table to table, and fiddle with you.

Your Room

Every room has excellent facilities for your private parts. In winter, every room is on heat. Each room has a balcony offering views of outstanding obscenity. You will not be disturbed by traffic noise, since the road between the hotel and the lake is used only by pederasts.

Bed

Your bed has been made in accordance with local tradition. If you have any other ideas please ring for the chambermaid. Please take advantage of her. She will be very pleased to squash your shirts, blouses and underwear. If asked, she will also squeeze your trousers.

Above all

When you leave us at the end of your holiday, you will have no hope. You will struggle to forget it.



Tools of the Trade

Blog• Choose your platform

Email• Choose 3rd party partner

Engage• Select your channels



Tools of the Trade

Blog• Choose your platform

Word Press

Blogger

Tumblr

Website page

Live Journal

Medium

Weebly



Tools of the Trade

Email• Choose 3rd party partner

Website provider

Constant Contact

Mail Chimp

Vertical Response

Graphic Response

Get Response

Campaign Monitor



Tools of the Trade

Engage• Select your channels

Facebook (1.35b)

Twitter (290m)

LinkedIn (260m)

Google+ (300m)

Slideshare (60m vpm)

Pinterest (70m)

Instagram (300m)

YouTube (1b)



Online Engagement

MeasureEverything



Summary

Profile

Message

PublishMeasure

Rinse & Repeat



Summary

Profile

Get a proper photo taken

Decide on which Social Media

channels to use and set them up

Write something that describes what

you do (not the business)

Update all your profile descriptions



Summary

Message/Pitch

Work out what you REALLY do in

your business

Write it down (see formula)

Incorporate in into your pitch

Make sure it appears everywhere



Summary

Publish

Get a blogging platform added to

your website

Work out what your customers

want to know about

Write about it (see Claire for help)

Commit to writing and posting at

least once a week



Summary

Measure

Use Google Analytics

Use Google Alerts

Keep track of shares, likes & follows

Know what’s going on with what

you create



Summary

Rinse & Repeat

Join it all up

Make it work hard for you

Keep up the momentum

Listen to what people ask want

Have fun with it



Conclusion

It’s never too late

to get started online(even for dinosaurs)



Conclusion

When is the best time

to plant a tree?

20 years ago.

When is the next best time?

NOW



Conclusion

Please don’t do

nothing



Copyright notice

This document is free to download but the content is copyright protected. Copyright © 2015 Scaramanga Marketing Ltd & Paramount Digital Marketing Ltd.

No part of this publication may be reproduced or transmitted in any form or by any means graphic, electronic, or mechanical, including photocopying, recording, taping or by any information storage or retrieval system, without the permission in writing from the authors and copyright holders; Scaramanga Marketing Ltd & Paramount Digital Marketing Ltd.

If you would like to share this information with others, please respect the rights of the authors and direct them to www.scaramanga.marketing where it is free to download.

http://www.scaramanga.marketing/

building influence and market presence - workshop (clive wilson & claire scaramanga)

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