Learn about some of the key concepts and trends in digital marketing today, including how to use Google, Facebook, YouTube, Twitter, LinkedIN and some of the new ‘social media stars’ like Pinterest and many more to generate MORE business for YOUR business. The workshop was aimed at SMEs wanting to learn more about the myriad of options online to acquire new customers and discover business opportunities both LOCALLY and GLOBALLY. If you are serious about keeping your business competitive in the digital age, you could not afford to miss this presentation.

1. Global Magnet - Internet Marketing Communications
Provides website design, search engine optimization, social media marketing and email marketing services to SME’s based in the UK, IRE, USA, AUS and NZ.
Our mission is to attract customers from all over the world for our clients.

2. Attracting business from
around the world using
the internet
Bryson Moulton
info@globalmagnet.co.nz
www.globalmagnet.co.nz
Global opportunity; Global competition.
7 billion potential customers; 7 billion potential partners; 7 billion potential competitors.

3. Attractiveness refers to a
quality that causes an
interest or desire in
something or someone.
- Wikipedia

4. 1 Are you attractive?
2 Who finds you attractive?
3 Are your competitors attractive?
Points to be discussed

5. Are you attractive?
Before we go and spend all that time and money attracting new customers, we need to make sure that we are going to create the best possible first impression.

6. First things first... Are your internet marketing communications attractive?
Is your website attractive? Is your Facebook page attractive etc etc
- When you are planning your next website update/upgrades consider implementing some of the following...

7. With trillions of websites and millions of competitors online, its extremely important to be bold and clear about who you are, what you do and who you do it for.
What are you passionate about? How are you unique? What is your story? What’s your dream? What is your purpose? What’s your intention? Do you serve a niche? Who
is your ideal customer? - Spend some time developing your BRAND.

8. When updating/upgrading your website...
Make sure it’s a ‘responsive’ website (i.e. it adapts automatically to work across multiple devices like the Iphone, ipad, and laptops etc). Ideally: HTML5/CSS - Avoid using
Flash from now on.
- Should have a content management system, ideally using an open sourced platform. e.g. (in order of appearance: Joomla, Wordpress*, Drupal and Magento) * I personally
recommend Wordpress - which is officially the worlds most popular CMS.
I also recommend Magento for ecommerce websites.
Why use these kinds of solutions? They are the most cost effective way to gain access to the most useful features via the millions of free/paid plugins and modules available
for them.

9. Example
For websites that have user accounts or memberships consider implementing Social Sign-On as an registration option.
Why? Lots of people enter dummy information into forms on websites to gain access to documents that they want... social sign-on basically does two things. 1. It makes it
quick/easy for people to get access to the information/services they want from you and 2. It gives you access to a LOT more of their information.
Go grab all your brand names (i.e. facebook.com/yourbrand, twitter.com/yourbrand) and niche keyword rich names eg. (facebook.com/yourtargetaudience etc) now on:
twitter, facebook, youtube, pinterest, foursquare etc.
Be sure to have a plan to promote the most relevant social media channel (twitter/facebook) to your customers each month, or at least every quarter. Perhaps you could
offer a free infotainment document in return for a ‘like’ or follow. I.e. ‘Top 10 secret places to visit in Nelson’.
Have a clear ‘call to action’ ie. ‘like us’ to get updates about our special offers and promotions’...
www.addthis.com is a good resource for adding social media buttons to your website.

10. Example
If you don't have a membership or user account based website, you should definitely have a plan to build a database/list.
Tools like www.aweber.com or www.mailchimp.com are great for managing lists in a format that you can then start to use email marketing with.
Make sure that you are clear on what you will do with the information that you capture, have ‘privacy policy’ and ‘terms and conditions’ pages on your website. The
aforementioned tools also allow people to ‘opt out’ at any time. Saving you time and helping prevent your domain from getting put on the dreaded email ‘black list’.

11. Be sure to have some kind of analytics software in place before you do any customer attraction work.
How are you going to prove return on investment to boss otherwise?
Track unique visitor numbers, time spent on the site, bounce rate, most popular / least popular content, referring urls, keywords used to find the site etc.
http://www.google.com/analytics/ is the best free software available in my opinion.
It is also possible to track an advert banner from facebook right through to your shopping cart or email sign form on your website. using url tracking in Google Analytics.

12. Even though, in my opinion, you cannot truly ‘optimize’ your website to rank highly in Google until you have ran a number of ‘paid’ campaigns via Google Adwords. It IS
possible to do some basic Search Engine Optimisation work at this stage. If you know some of the keywords/keyphrases that generate ‘real’ business for your business,
then be sure to optimise your website for those keywords asap as SEO can be a slow process (3-6 months to start to see some results), so the earlier you start the
better.
Software like www.webceo.com is great for getting some deep insights into where your website currently stands in all the major search engines.

13. Example
Make sure that visitors/users on your website can give you feedback when and where required, so you can fix any problems and make any improvements based on good
recommendations from visitors.
www.kampyle.com is a great tool for collating feedback.

14. If you are going to be engaging potential customers from countries that speak a language other than english, I recommend implementing a tool like ‘translate.google.com/
manager’ its a crude tool, but it will allow people to translate your entire website into a language of their choice with the click of a button, this will allow them to get the
gist of what you are about. I then recommend that you engage a company or individual that is native to the country that you are trying to generate business in and ask
them to localise your marketing comms, this mean translating what you have to offer in a way that will appeal to potential customers overseas.

15. One of the best/cheapest ways to communicate with people the world over.
Face-to-face web conferencing is free and probably the best way to communicate with people over a long distance.
It can also be beneficial to buy a local number in the country that you are trying to generate busniness in. Eg. if you want to do business in New York, buy a New York
telephone number via Skype, they cost about $25 a quarter and give potential customers great peace of mind, when they think that they are dealing with someone ‘local’.

16. Example
Don’t forget to use your email signatures to promote your social media channels!

17. Once we have all of the aforementioned items in place... we are looking GOOD...we are more ‘attractive’, we are ready to go and try to attract some new customers!

18. Who finds you attractive?
- Are your products and services in demand?
- Who buys from you and why?
- What do they buy from you?
- Where do they buy from you?
- When do they buy from you?
- How did they find you?
- If we are going to find lots of business opportunities its paramount that we understand who we are.
Who is your ideal customer?
What context do they buy in?
What buying behavior do they exhibit?

19. http://www.google.com/trends/
Macro level research tool - answers questions like: was there an increase in flights to New Zealand from Brisbane last year due to the floods?
i.e. can provide a general/potential idea of ‘demand’ for your products or services in relation to events a birds eye level.

20. http://translate.google.com/globalmarketfinder/index.html?locale=en
is another macro research tool, but it does also allow micro research.
Use it to answer questions like: ‘How many people searched for accommodation in nelson located in Australia’. (See the example above).
This video explains the tool in more detail.
http://www.youtube.com/watch?v=8Fw2UEyfmBM&feature=player_embedded#!
http://www.youtube.com/watch?v=DnZOpf3wW5A

21. The consumer commerce barometer is another macro research tool, it can help you get an idea of the journey that your potential customers make when buying similar
products and services online.
Watch this video for more information:
http://www.youtube.com/watch?v=wfHyHb_JR-Y&feature=player_embedded

22. Example
The Google Keyword tool is one of the best free tools available for researching demand for your products and services online both locally and globally. You can find it
here: https://adwords.google.com/o/KeywordTool
Once you have an idea of demand for you product or service, its time to test a few ads via Google Adwords (https://adwords.google.com) to see if you can actually
generate leads that generate sales via Google.

23. Here are a few examples of how you can target potential customers via Google.

24. Remember the most downloaded add-on for all browsers is...Adblocker...
Theres a myriad of reasons for this, cookie related privacy issues, people with slow internet connections (mobile users), Adobe Flash causing issues with viruses and
crashing etc. But is also a good indicator that disruptive forms of advertising are undesirable, it is therefore paramount that we learn to create content/promotions that
are desirable/attractive to our target audience. Stop pushing your stuff, start pulling your customers in. Do some research around attraction marketing and inbound
marketing.

25. Remember the most downloaded add-on for all browsers is...Adblocker...
Theres a myriad of reasons for this, cookie related privacy issues, people with slow internet connections (mobile users), Adobe Flash causing issues with viruses and
crashing etc. But is also a good indicator that disruptive forms of advertising are undesirable, it is therefore paramount that we learn to create content/promotions that
are desirable/attractive to our target audience. Stop pushing your stuff, start pulling your customers in. Do some research around attraction marketing and inbound
marketing.

26. For some information on how to use Google+ go to:
http://blog.hubspot.com/blog/tabid/6307/bid/23765/The-Ultimate-Google-Cheat-Sheet.aspx

27. A good example of a Google+ Page

28. If you are a local business, particularly if you have premises from which you conduct your business...Open a Google places page asap. It’s probably THE most powerful FREE
way to get a good ranking in Google.
Make sure you get as many good reviews as possible.

29. For some good information on how to use Facebook to market your business go to:
http://blog.hubspot.com/blog/tabid/6307/bid/24422/The-Ultimate-Facebook-Marketing-Cheat-Sheet.aspx

30. Buy the book, read it, practice it. The same rules apply to Social Media.

31. Good example of a Facebook page with warts and all. Read some of the comments...pretty hard, but honest.
A key concept in Social media is: We no longer have control over the conversation...but we can join it and influence it by doing so.

32. www.facebook.com/Ads
Give them a try. Its one of the most targeted advertising systems available online.
Remember: Try not to hard sell...but rather, entertain. Look into Advertainment, Infotainment etc.

33. For some information on how to use to Twitter to market your business go to: http://blog.hubspot.com/blog/tabid/6307/bid/25084/The-Ultimate-Cheat-Sheet-for-Expert-
Twitter-Marketing.aspx

35. For some good information on how to use LinkedIn goto:
http://blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx

36. Make sure your profile is 100% complete.
Take a look at all the extras you can add to your profile also.
http://uk.linkedin.com/in/davechaffey is a good example.

37. Open up a group for your company, for your industry and one that would be of interest to your target audience.

38. Here some basic info on how to market yourself on Youtube.
http://www.nyreport.com/node/82758

39. http://www.youtube.com/user/nike is a good example

40. For some information on how to market your business on www.Pinterest.com goto:
http://www.forbes.com/sites/work-in-progress/2012/06/13/pinterest-power-how-to-use-the-third-largest-social-media-site-to-promote-your-business/

41. http://pinterest.com/wholefoods/ is a good example.

42. For some information on how to use www.FourSquare.com goto:
http://socialmediatoday.com/index.php?q=SMC/205081
https://foursquare.com/business/

43. FourSquare is a great example of a ‘Social, Local, Mobile’ application, it also utilizes gamification techniques really well.

44. Some of the badges you receive for doing certain tasks on FourSquare.

45. Some apps I use (top left to bottom right):
Facebook, LinkedIn, Twitter, Google+, Pinterest, FourSquare, Tumblr, Wordpress,Yelp!, Path, Instagram (For Photos), SocialCam (for Videos), Spreaker (for Podcasts),
Tweetdeck (to manage social updates), Google AnalyticsPro and Grabone.

46. QR Codes can be a good way of directing mobile device users to websites, promotions, special offers, your facebook page etc etc. They are free to use, you can create
them here: http://qrcode.kaywa.com/.
I recommend that you do some reading around ‘Augmented Reality’ as this is an exciting area of developement at the moment. QR codes are probably the most basic
form of AR.

47. Consider using a performance based marketing solution like: www.shareasale.com.
Solutions like this can be a great way to generate sales from all over the world quickly.

48. If done correctly coupon/location based promotions like www.grabone.co.nz can be great at generating sales quickly.

49. How attractive are you?

50. www.klout.com is a good tool to see how you and your business rank in terms of social influence.You can also take a look at your competitors rank and learn from them
if they have a higher score.

51. Are you more attractive
than your competitors?

52. Watch out for bad feedback...
Deal with it proactively.
- Respond
Apologise where necessary, make a peace offering if you have made a mistake.
If you haven’t made a mistake and someone is being malicious, approach Google to remove their feedback or at least state that you have tried to contact the person in
question...take a look at how some of the popular sellers on Ebay deal with negative feedback, they are masters at it.

53. www.keywordspy.com is a powerful tool for keeping an eye on what your competitors are doing in terms of online advertising.

54. www.similarsites.com can be a good way to discover sites that sell similar products and services to you, as can http://delicious.com/.
http://www.linkdiagnosis.com is a powerful tool for discovering all of your competitors online activities. Everywhere they advertise, all of their SEO work etc etc.

55. Alerts
http://www.google.com/alerts are a superb way of keeping an eye on the competition, they are also superb for spotting opportunities and trends online.

56. http://www.changedetect.com/ is a simple and very powerful benchmarking tool. Track your competitors homepage, news page and prices page to keep a ‘to-the-second’
eye on what they are doing online.

57. http://www.changedetect.com/ is a simple and very powerful benchmarking tool. Track your competitors homepage, news page and prices page to keep a ‘to-the-second’
eye on what they are doing online.

58. Today we have learnt a little about attracting customers online. The next two steps, conversion (encouraging the visitors to ‘buy’) and retention (selling more, more often
to existing customers and being proactiv e) are equally as important, but i will save those for another workshop. Let Michelle at the Chambers know if you are interested
in a follow up to this workshop.

59. We need to adapt as business owners, the way business is conducted is changing fast. If we are going to survive/thrive we need to harness all of the ‘new’ technologies
available to us.

60. Attracting business from
around the world using
the internet
Bryson Moulton
info@globalmagnet.co.nz
www.globalmagnet.co.nz
Thankyou for your time, please leave some feedback so we can improve these workshops and do feel free to connect with me on LinkedIn or Twitter or just drop me an
email to say ‘Hi’.