the 5 w’s of attracting customers online

Aviva Blumstein - Kishor 2012

The 5 W’s of Attracting Customers

Online


How are YOU going to attract customers using the internet?


WHO?

Who is your target audience?


Target=

SpecificAim


If you try to be

everything to everybody,

you will end up being

nothing to nobody.


Tafasta merubalo tafasta


Chava’s Homemade Ice Cream Shop in Ramat Eshkol

People who like ice cream

Mothers withsmall

childrenYeshiva

bochurimSeminary

girls


Miriam’s Editing Services

Anyone who wants writing edited

Authors who want

books edited

Rabbanim who want

shiurimedited

Universities putting out

journals and want

articles edited


YOUR TURN!


YOUR TURN!

Write down:

Who do your products or services help?• In general• Break that into three specific cases


Let’s target your WHO even more with a…


WHY?Why would they want to buy

what you offer?


Seminary girls

Relax andde-stress

Reminds of home

Cool down


Authors who want books edited

Very busy and don’t have time or

patience to edit

Eloquent speakers but not good

writers

First time submitting

manuscript and want it to look

professional


YOUR TURN!

Take one of your specific cases and list three different reasons why they would want to buy what you offer.


WHAT?What are you going to say to attract this target customer?

!


If you defined WHO and WHY well, the message will be obvious

Chava’s Homemade Ice Cream helps you

relax amid the stresses of seminary life.

Miriam’s Editing Services gives aspiring authors’

manuscripts the professional look

so they can submit them with confidence.


YOUR TURN!

Define your core message (it should be a restatement of your WHO and WHY).


What content (based on this message) are you going to share

to attract this target customer?

• “Top 10 Places to Relax in Jerusalem”

• “3 Games Every Seminary Dorm Must Have”

• “How to Make a Publisher Take Notice of Your Manuscript”

• “5 Things that Give a Manuscript that Professional Feel”


YOUR TURN!

List three ideas of content you can produce that support your core message.


WHERE?Where are you going to share your content and message?


Know your audience. WHERE are they involved online?

Do market research – talk to people who fit your ideal client profile and ask.


WHERE can you market online?

Your website and blog

Yahoo groups

Your mailing

list

Other people’s

email lists or blogs

Forums

Facebook

Twitter

Linkedin

Google +

Pinterest

YouTube


Your website and blog

• You publish content• You want people to find you in the

search engines• You want to fully control and own your

web presence

Good to use if…


• Miriam builds a website which describes her services.

• On the website is a blog called: The Path to “Published!”

• Miriam researches the right keywords to optimize her site for and uses them in the right places on the page.

• She also works to get people to link to her site.

Resources:http://www.seomoz.org/beginners-guide-to-seohttp://www.debi-z.com/seo-articles/

http://www.seomoz.org/beginners-guide-to-seo

http://www.debi-z.com/seo-articles/


Your mailing

list

• You want a direct line to your potential customers• You can provide a compelling reason to

sign up

Good to use if…


• Chava sets up a mailing list for seminary girls to let them know about her store’s special offers and about other eatery deals and deals on fun things to do in Yerushalayim.

• She offers a coupon for a free scoop to any seminary girl who signs up to the list.

Resources:http://www.hubspot.com/the-science-of-email-marketing/http://unbounce.com/email-marketing/7-proven-ways-to-increase-your-email-open-click-thru-rates/

http://www.hubspot.com/the-science-of-email-marketing/

http://www.hubspot.com/the-science-of-email-marketing/

http://unbounce.com/email-marketing/7-proven-ways-to-increase-your-email-open-click-thru-rates/

http://unbounce.com/email-marketing/7-proven-ways-to-increase-your-email-open-click-thru-rates/


Other people’s

email lists or blogs

• You can find people who target the same audience as you (but not direct competitors)• You can provide content/a joint venture

offer they will be interested in

Good to use if…


• Miriam writes guest posts for blogs of writing coaches (for example, “3 Ways to Give that Final Polish to Your Manuscript”).

• She also contacts a literary agent and asks if she can write some helpful tips for the agent’s mailing list along with a description of her services, and Miriam will give the agent a finder’s fee for any new clients that came through her.

Resources:http://www.firepolemarketing.com/blog/2011/08/01/freddy-krueger/*you might want to turn images off when viewing this blog

http://www.firepolemarketing.com/blog/2011/08/01/freddy-krueger/


Yahoogroups

• You can find an active group on the topic or locale of your business• You can participate helpfully beyond

promoting yourself

Good to use if…


• Chava joins the Ramat Eshkol Yahoo Group and posts there about her special offers (with the message tailored to her target audience)

• She does the same for other Jerusalem-based Yahoo groups

• Miriam joins the Writing and Publishing Yahoo Group, answers questions helpfully and posts tips and links to her articles about making a manuscript look professional (and other related topics)

Resources:http://dir.groups.yahoo.com/

http://dir.groups.yahoo.com/


Forums

• You can find an active forum on the topic or locale of your business• You can participate helpfully beyond

promoting yourself

Good to use if…


• Miriam becomes a member on the forums of http://www.writers.net/, http://thebookmarketingnetwork.com and http://www.writersbeat.com/

• She contributes helpfully in the discussions and on occasion posts helpful tips and links to her articles about getting a manuscript ready to send to a publisher

Resources:Search Google for “your niche” forum

http://www.writers.net/

http://www.writers.net/

http://thebookmarketingnetwork.com/

http://thebookmarketingnetwork.com/

http://www.writersbeat.com/

http://www.writersbeat.com/


Facebook

Ways to use:

Profile: personal, NOT for business – you can have “friends”

Page: for business – you can have “fans”

Group: participate around certain topic, like forum


Resources:Pages: https://www.facebook.com/pages/create.phphttp://www.hubspot.com/marketing-ebook/how-to-use-facebook-to-grow-your-businesshttp://blog.hubspot.com/blog/tabid/6307/bid/31633/The-Complete-Guide-to-Setting-Up-the-New-Facebook-Page-Design.aspx

Groups: Search Facebook for your niche (search bar on top left) and filter by “Groups” (in sidebar to left of search results)

• Chava makes her “Chava’s Homemade Ice Cream” page, where she posts her own (and other) articles on relaxing in Jerusalem and her store’s special offers

• She offers any new fan a coupon for a free ice cream scoop, and has business cards in her store promoting the deal

• She asks two seminary girls she knows to spread the word about the page (and the coupon) among their friends

https://www.facebook.com/pages/create.php



http://www.hubspot.com/marketing-ebook/how-to-use-facebook-to-grow-your-business

http://www.hubspot.com/marketing-ebook/how-to-use-facebook-to-grow-your-business

http://blog.hubspot.com/blog/tabid/6307/bid/31633/The-Complete-Guide-to-Setting-Up-the-New-Facebook-Page-Design.aspx




LinkedIn

Good for:

• B2B (business to business) networking and marketing

• Presenting a full picture of your professional skills and experience

• Participating in groups based on specific professions (medicine, catering) or other commonalities (locale, ethnicity, religion)


Resources:http://ezinearticles.com/?How-To-Generate-Leads-on-LinkedIn&id=5386654 (by Hillel Porath)

• Miriam presents a very compelling picture of her skills as an editor in her LinkedIn profile

• She makes sure that she “connects with” anyone she knows from real life and other social networks

• She joins groups centered on the writing and publishing industry, participates in the discussion and sometimes posts links to helpful articles she’s written on getting published

http://ezinearticles.com/?How-To-Generate-Leads-on-LinkedIn&id=5386654

http://ezinearticles.com/?How-To-Generate-Leads-on-LinkedIn&id=5386654


Twitter

Good for:

• Targeting slightly more “techie” crowd

• Making initial contacts – you can address people even before you “connect” with them personally

• Sharing links

• Participating in “Twitter chats” on topics in your niche


Resources:http://www.hubspot.com/twitter-for-business-a-beginners-guide/https://followerwonk.com/ (for finding people to follow)

• Miriam follows people who have “aspiring author” in their bios as well as people who are good sources of information about the publishing industry.

• She tweets links about getting published (both her own articles and others).

• Miriam joins the #BookPro chat and participates actively there.

http://www.hubspot.com/twitter-for-business-a-beginners-guide/

http://www.hubspot.com/twitter-for-business-a-beginners-guide/

https://followerwonk.com/

https://followerwonk.com/


YouTube

Good to use if:

• You have entertaining or informative material that can be presented visually

• Your audience is searching for video answers to their questions about your niche

• You want your videos to show up in a Google search

• You want to have videos to share on your other social networks


Resources:http://gigaom.com/collaboration/34-ways-to-use-youtube-for-business/

• Ora (who sells handmade mitpachot) creates an animated video series on “How Many Ways Can You Tie A Scarf?”

• Miriam makes a video with a “visual audit” of a manuscript, highlighting common formatting mistakes that make a manuscript look less professional

http://gigaom.com/collaboration/34-ways-to-use-youtube-for-business/

http://gigaom.com/collaboration/34-ways-to-use-youtube-for-business/


Pinterest

Good to use if:

• Your products or services are visual in nature (jewelry, floral arrangements, interior design)

• You have entertaining or informative material that is visually appealing


Resources:http://www.hubspot.com/how-to-use-pinterest-for-business/

• Ora makes different themed pinboards pinning her mitpachot and other mitpachot

• She follows other Pinterest members who seem to be interested in fashion and accessories

• Ora creates a long infographic: “10 Ways to Get More Out of a Scarf” and pins it on its own pinboard

http://www.hubspot.com/how-to-use-pinterest-for-business/


Google +

Good for:

• Connecting with a technologically advanced audience

• SEO (search engine optimization) for your website and blog

• Segmenting the messages you send to different audiences


Resources:http://www.seomoz.org/blog/why-every-marketer-now-needs-a-google-strategyhttp://www.blindfiveyearold.com/google-plus-seohttp://www.hubspot.com/how-to-use-google-plus-for-business

• Miriam uses keywords relating to her profession clearly in key areas in her Google+ profile

• She connects with other members of the writing and publishing industry – and puts different niches (authors, journal editors) in different circles

• Miriam shares helpful articles (her own and others’) with her circles and makes sure to optimize the titles for SEO

• She creates special “Hangouts” (multi-person video chats) where she does live audits of manuscripts for invitees

http://www.seomoz.org/blog/why-every-marketer-now-needs-a-google-strategy

http://www.seomoz.org/blog/why-every-marketer-now-needs-a-google-strategy

http://www.blindfiveyearold.com/google-plus-seo

http://www.blindfiveyearold.com/google-plus-seo

http://www.hubspot.com/how-to-use-google-plus-for-business


YOUR TURN!

List three places online where you can be involved to attract your ideal customer, and two ways of participating in each place.


WHEN?When are you going to share

this amazing content with your audience?


When your ideal client is:

Listening physically Listening emotionally

Online and in whatever forum you’re targeting

• Time zone• At work/not at work

Receptive to whatever message you’re sending

• Seminary girls during finals (Chava)• Women before chagim (Ora)


YOUR TURN!

Write down two factors in when your customer will be listening physically.

Write down two factors in when your customer will be listening emotionally.


A Final WHYWhy are you putting all this effort

into marketing your business?


Chesed

with your family

with your customers


Yehi ratzon she’Hashem yevareich et kulchen

b’parnasa tovab’revach, b’heter, u’v’kalut,

mi’yado ha’gedola v’ha’rechava.


B’Hatzlacha!

Thanks for being here!

Aviva Blumstein – www.debi-z.com

http://www.debi-z.com/

the 5 w’s of attracting customers online

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