Creative Collective Website Marketing Strategies

http://www.thecreativecollective.com.au

• The Creative Collective + YummieMummie.com.au
Yvette Adams

Citizen of the world

Kids – Rio (6 years) + Matisse (3 years)
Yvette Adams

The types of things I do with
my clients
2000 on the database 6729 on the database
Unique users per month to
site = 665
Unique users per month to
site = Regularly 5000+
Communication frequency =
infrequent
Communication frequency =
every two weeks – either
newsletter or special offers
Online sales = $6000 per
annum
Online sales = $100,000+
per annum
Predominantly offline
marketing
Predominantly online
marketing

Let me get to know you a little better…
• Facebook? know it? use it?
• Linkedin? know it? use it?
• Twitter? Know it? Use it?
• Blog? have one? work it?
• Website? have one? use it?
• CMS website? have one? reap the reward?
• Online database? have one? use it?
• SEO? know it? use it?
• Adwords? Know it? use it?
• Emarketing? Know it? use it?
• Ecommerce? have one? use it?

• That you are REALLY excited, committed and FIRED UP abour
your online business
• That you need to establish, then grow your database
• That you’d like to get sales happening as soon as possible
• That you’d love to be as efficient as you can
• That you’d love to automate tasks where possible
• That you’d like to know about the most cutting edge, innovative
marketing strategies currently available to you
• That you are only interested in strategies that give you a
GREAT return on investment
Important presumptions I’ve made
about you for my presentation

STOP START
Always doing what you’ve always done
(because you’ll always get what you’ve
always go, or worse – times are
changing!)
Thinking outside the square of the most innovative
marketing strategies you could possibly engage in
Burying your head in the stand and
making excuses about being busy/non
techie/limited by budget
Being open minded about the possibilities and how
they could benefit your business some of which are
very easy to do and low cost or no cost!
Throwing stuff out there with no proper
measurement devices in place
Tracking and measuring EVERYTHING you do
Measuring the cost of advertising and
marketing activities
Measuring the impact of marketing activities
Doing things offline… ..if they can often be done faster and cheaper online
Guessing and presuming what your
prospectives and clients want
Conducting research to understand buying motives
and barriers to sale
The effect I hope to have on you…The effect I hope to have on you…

STOP START
Looking for new business If you haven’t maximised what you’re already
sitting on and what they are worth to you
Having casual phone, email and
walk in chats to prospective clients
A bullet proof prospect to conversion system
that capitalises on every contact you receive
Waiting until your client comes to
you
Keeping in touch via a frequency and method
that is helpful, not annoying
Not wanting to put yourself in the
spotlight
Creating and taking publicity opportunities for
the good of your business
Hoping for the best and having a
‘bit of an idea’ of what you want to
achieve at the end of the day
Getting crystal clear about your objectives,
setting SMART goals and targets
The effect I hope to have on you…The effect I hope to have on you…

The sales funnel
The ice-cream
The Ice-Cream
Marketing Funnel
© 2006 Yvette Adams

Setting the scene
http://www.youtube.com/watch?v=sIFYPQjYhv8

Setting the scene
As of September 2009,
there were 1.73 billion internet
users in the world.

Setting the scene

Setting the scene – Australia stats

How many internet users in Australia?
• As of June 2009, the Australian Bureau of
Statistics reported 8.4million active
internet subscribers in Australia.
• According to ComScore Australia’s
internet population over the age of 15 in
2009 grew to 12.6 million Australians from
11.3 in 2008. ComScore, November 2009

• CSIRO is developing wireless technologies to bring broadband
Internet access to rural and remote areas of Australia.
http://www.csiro.au/science/Broadband-to-the-bush.html
• The Rudd Government’s introduced a mandatory censoring of
certain internet content filtering plan at the end of 2008. The plan
was first created as a way to combat child pornography and adult
content, but could be extended to include controversial websites on
euthanasia or anorexia.
See these website for more info:
• http://www.netalert.gov.au/
• http://openinternet.com.au/
• http://google-au.blogspot.com/2009/12/our-views-on-mandatory-isp-filterin
Issues affecting your online business
In Australia

So how can you & your business ride the exciting
internet wave??

1. EQUIPMENT & SOFTWARE -
http://www.e-businessguide.gov.au/understanding/start/equipment
2. SECURITY -
http://www.staysmartonline.gov.au/secure-computer
3. BE ALERT -
https://www.ssoalertservice.net.au/user/?action=register
4. INTERNET CONNECTIONS-
http://www.e-businessguide.gov.au/understanding/start/connected
and
http://www.e-businessguide.gov.au/building/technical/connection
5. Downloads, uploads & bandwidth -
http://www.planetisp.com.au/calculator.php
6. BACK UPS – Back up often!
7. BROWSERS – Explorer, Firefox, Chrome, Safari & More
8. EMAIL - http://www.e-businessguide.gov.au/understanding/start/email
9. GETTING MOBILE -
http://www.staysmartonline.gov.au/secure-smartphone
Well first you gotta get your tool kit ready…

Now for some more fun tools…
Google has a lot to offer….

1. Google Account https://www.google.com/accounts/NewAccount
2. Google Profile http://www.google.com/profiles/
3. Google Maps http://www.google.com/maps
4. Google Alerts http://www.google.com/alerts
5. Google Calendar http://www.google.com/calendar
6. Google Analytics http://www.google.com/analytics
7. Google Trends http://www.google.com/trends
8. Google Webmaster http://www.google.com/webmaster
AND there is many more!
A small intro to the suite of Google’s
free tools

Tracking the results
• Google Analytics or other web stats in place
• Offline procedures in place
You must ask every single person who:
• Walks in
• Phones up
• Emails you
For their:
• Name
• Email
• Phone – main and alternative is ideal
• Post code
• Preferred method of contact i.e. phone or email
• HOW THEY HEARD ABOUT YOU. ‘newspaper’ is not
enough – try and extract exact name of the
publication and note it.

 It should be the epicentre of your business
 It can work for you 24/7
 It can grow with your business – i.e. more classes,
change of contact details, news etc.
 Google will reward you
 The demographic you are targeting demand it (Gen X &
Y) starts a search for new info, services and products on
a search engine, Cell phone, no landline, pay bills online,
Reads blogs/websites/youtube not newspaper, does not
have Yellow Pages, into Social networking, judges
brands by their web site.
THERE ARE NOW MORE GEN X & Y IN THE
WORKPLACE THAN BABYBOOMERS
PRIORITY 1 – Get the website right. WHY?

Traits of a GOOD website
 Visually appealing
 Fulfills the ‘8 second rule’
 Data capture prominent and enticing for users to leave details i.e.
incentive
 Any desired call to action prominently featured
 Opportunities for clients to ‘interact’ where-ever possible –
comments, fill in form, check availability, view photos, videos, audios
etc.
 Easy to find the information they want with multiple navigation points
plus main service offerings clearly identifiable
 Loads fast
 Scannable copy with lots of internal links
 Search engine optimised
 Regularly updated so encourages repeat visits – events and news
articles good here

Options include:
• Google Maps, Profile etc
• Business directories – paid and unpaid
• Government/council/local directories
• Industry directories
• Social media (but we’ll go into that more later)
PRIORITY 2 – Establish a web presence

 Visibility on Google Maps gives you access to approx
2.6 million Australians each month according to Roy
Morgan
 Are you on there? It’s free!
Google Maps

The types of categories you might like to
list for

• Yellow pages -
http://www.yellowpages.com.au/awu_freeListing.do
Free business directories

Search ‘free business directory’
or ‘free business listing’ or similar

Example of a free business directory

1.2 – Paid business directories

Government/council directories

Local directories

Industry directories

Article directories

PR news wires

• Means you can quickly and easily contact your database in a
relevant way rather than spending hours on the phone ‘ringing
around’ and not getting any body or hours printing and collating
envelopes and posting out specials or running the risk of missing
people from hotch potch excel spreadsheets or ‘groups’ in outlook.
• You can start to do contras with other companies i.e. I’ll give you a
mention in my blast out if you’ll give me one in yours
• Adds significant value to your business
should you ever decide to sell it.
• Gives you a good birds eye view of your
business.
• Can grow automatically overnight if linked to
your website
PRIORITY 3 – Establish a database
The importance of a centralised, online database

Why Microsoft Outlook/Express/ Hotmail etc
just won’t do
error 452 4.5.3 Too many recipients specified
You have exceed the maximum number of recipients
allowed within one hour. Please try again in one hour.

Six things you need to know about databases
1. Have one
2. Grow it – You need to be constantly thinking of ways to grow your database.
3. Segment it into relevant client groups that apply to your business – different
people are interested in different products, services, events or information
you might have on offer so don’t bother them with things that don’t apply.
Just think, how would you like someone telling you all about make-up when
you’re a bloke!
4. Communicate with either the entire database or the client groups mentioned
above REGULARLY (but not so often that you end up annoying them and
they unsubscribe) and RELEVANTLY.
5. Track results and listen to and implement the feedback your database give
you
6. Get a system that will grow with you

• Prospective clients
• Deactivated clients
• Current clients
• VIP Clients
Categories every business should have
• By product purchase
• By service
• By gender
• By location
Some others that may suit you

1. Tell your clients, associates, and friends
2. Put a signup form on your home page and every page of your Web site.
3. Offer a free goodie for new subscribers - free article, report, resource list, e-book, etc.
4. Offer an incentive i.e. go in the draw to win a free shopping spree, new draw every
month!
5. Swap ads in broadcasts from other databases
6. Buy ads in broadcasts from other databases
7. Plug your website/database sign up in your e-mail signature
8. Get content published in OTHER enewsletters
9. Promote your website/incentive to the professional organizations and associations
you're a member of.
10. Encourage people to sign up on the back of your business cards.
11. Become active in a few online forums where your ideal market hang out.
Ways to start or grow your database

The quick and dirty guidelines to
effective emarketing
•80% of whether they open is the subject header – focus on What? (What will users
find on this page — i.e., what's its function?) Why? (Why should they care — i.e.,
what's in it for them?) or the ‘so what factor’
•Frequency
•Timing
•Effective, relevant copy
•Irresistable offers/exceptionally strong calls to action
• Images
•Don’t forget your plain text version/MIME
•Meet your legal obligations — For example, CAN-SPAM for US senders.
•Test, test, test
•Test, measure, refine, repeat

http://www.businesscatalyst.com
Emarketing systems we use and
recommend…

CASE STUDY | YummieMummie.com.au
Name:
Email:
Post code:
How did you hear
about us?

Set objectives & benchmarks
GOALS:
1)To get 500 people registered on our database within first month of being live
2)To get $30 in profit in first month of being live to cover only business overhead –
monthly web hosting fee
TACTICS PRE LAUNCH:
1)Set up emarketing system
2)Got ‘splash page’ up approx. 2 weeks prior to launch date
3)Sent email to family, friends and other contacts, encouraged them to send on
via pre-written email
4)Posted link to site on social media profile pages
5)Brokered deals for promotion to run in strategic alliance blast outs prior to
launch
6)Kept in touch with growing database to build anticipation ‘just a few days now’,
‘just a few hours’, unveiling prizes etc

TACTICS AT LAUNCH:
1)Went live when we said we’d
go live (10am, 9 May)
2)Tested to make sure
everything was working
3)Sat back and waited to see
what would happen….
RESULTS AT LAUNCH:
•Within 2 minutes of one
strategic email going out, 28
sign ups
•186 sign ups, day before site
had even gone live
•Went live at 10am…
•By 11:30am - 500 sign ups
Unique users on
www.yummiemummie.com.au site

FINAL RESULT
•Over 1000 on the database
•Profit of $60, passive income in
first two weeks of business
TACTICS DURING LAUNCH:
•Saw how effective cross
marketing was working and
brokered more
• Saw leading referrer was
http://www.lottos.com.au/forum/viewthreadlite.php
and
http://www.wincompetitions.com.au/board/index.php
and posted more forum
references

SEO & SEM
Search term
SEO stuff
PPC stuff

SEO – search engine optimisation
Our methodology:
1. Research – keywords & competitors
2. Strategise plan of attack – select keywords, delegate tasks
3. Internal optimisation (on page) - page title, header tags, meta
description, alt tags on images and links , keyword density
4. External optimisation (off page) - link strategies, article submissions,
PR newswires, blogs

1. Research – keywords & competitors
Tools you can use:
1. https://adwords.google.com/select/KeywordToolExternal (free)
2. Goodkeywords – free
3. It’s not free, but it is pretty good:
http://affiliate.wordtracker.com/d/722e16/699/a/155079/i
Monthly cost: $52.70
4. http://www.keywordlocator.com. One time cost: $87
5. www.keywordspy.com + http://www.spyfu.com
6. Google Insights – compare search volume patterns across regions,
categories and time frames
7. marketsamurai.com
8. domaintools.com – analyse ownership of competitor domains and
therefore online strategy
There are many more too.

Research – select keywords
Mistakes to avoid when selecting keywords:
Targeting:
• Single-word terms
• Terms that are way too broad, and not focused to what you offer
• Terms that are too specialized, which nobody searches for
• Terms which are unpopular
• Highly-competitive terms which you can't hope to rank well for
Number of Google Matches Term
11,600,000 writer
1,200,000 real estate writer
48,000 freelance real estate writer
9,000 freelance real estate writer los angeles

2. Strategise plan of attack –
select keywords, delegate tasks
I am going to target the following keywords and key phrases……
I am going to optimise the following pages as a priority………
And further pages in this priority…….
I will need assistance from these areas……

3. Internal optimisation of page
• page title
• header tags
• meta description
• keywords
• alt tags on images and links
• keyword density

<head>
<title>Cookies and Cream - designer childrens clothing. Fun fashion for kids. All
the best labels - albetta, mama mio, baby legs +++</title>
<meta name="keywords" content="children, kid, baby, toddler, clothing, clothes,
wear, fashion, designer, label" />
<meta name="description" content="Cookies and Cream - designer childrens
clothing. Fun fashion for kids. All the best labels - albetta, mama mio, baby
legs +++" />
<meta http-equiv="Content-type" content="text/html; charset=iso-8859-1" />
<meta name="publisher" content="Web Design by The Creative Collective
http://www.thecreativecollective.com.au" />
<meta name="generator" content="" />
<meta name="robots" content="ALL" />
Meta data/ meta tags
1. External OPTIMISATION (off page)

4. External optimisation (off page)
• Link strategies
• Article submissions
• PR newswires
• Blogs

SEM/PPC
Search term
SEO stuff
PPC stuff

• Pay per impression
• Pay per click
• Content network v search network
• Set your budget
• Track, measure, refind
Pay per click – how it works

• Google Adwords – target by keywords and regions
• Yahoo! Search Marketing (formerly Overture) -
http://searchmarketing.yahoo.com/en_AU/
• Microsoft adCenter - https://adcenter.microsoft.com
• Facebook – target by towns/cities, gender, marital status, education +++
• Ebay – https://adcommerce.ebaypartnernetwork.com/adnetfiles/home/en-
US/index.html
• Sensis Bidsmart - https://bidsmart.sensis.com.au/
• Others
Pay per click options

• A study on social networking usage in Australia, found more than 70 percent of Internet
users in Australia visited a social networking site in June 2009, up 29 percent from the
previous year. ComScore, August 2009
• Yahoo!7 Answers received 2.5 million Australia visitors. Nielsen, November 2009
• Twitter growth in the past 12 months in Australia equates to 1150%.November 2009
• Wikipedia received 5.2 million Australian visitors. Nielsen, November 2009
• 79.1% of internet users in Australia view online video. Universal McCann, July 2009
• YouTube receives 6.17 million monthly Australian visitors. ComScore, 2009
• Blogger received 3.1 million Australian visitors. Nielsen, November 2009
Australian social media stats

Company Figures
More than 400 million active users
50% of our active users log on to Facebook in any given day
More than 35 million users update their status each day
More than 60 million status updates posted each day
More than 3 billion photos uploaded to the site each month
More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo
albums, etc.) shared each week
More than 3.5 million events created each month
More than 3 million active Pages on Facebook
More than 1.5 million local businesses have active Pages on Facebook
More than 20 million people become fans of Pages each day
Pages have created more than 5.3 billion fans
Average User Figures
Average user has 130 friends on the site
Average user sends 8 friend requests per month
Average user spends more than 55 minutes per day on Facebook
Average user clicks the Like button on 9 pieces of content each month
Average user writes 25 comments on Facebook content each month
Average user becomes a fan of 4 Pages each month
Average user is invited to 3 events per month
Average user is a member of 13 groups
Facebook stats

Facebook stats
Top 10 Facebook User Population
1. United States 79,983,760
2. United Kingdom 19,592,800
3. Turkey 12,451,320
4. Canada 12,111,720
5. France 11,657,180
6. Italy 10,652,960
7. Indonesia 8,175,600
8. Australia 6,439,980
9. Spain 6,284,120
10. Colombia 5,970,040
Source:checkfacebook.com - Aug 09

•Over 6.4 Aussies are on Facebook or at least have opened an account -
38.48% of the Australian online population and 2.46% of the global audience
(261,807,120 users)
•Australian Facebook users uploaded 80 million pictures, wrote 32 million wall
posts and 45 million status updates in October. Nielsen, November 2009
•Facebook’s now accounts for 29 per cent of all time spent online by
Australians – this has seen research group Nielsen define the trend as
Facebook Time and Non Facebook Time. Nielsen, November 2009
•October social networking usage - Facebook’s unique audience was 8.1
million, followed by MySpace which was steady on 2.3 million users while Bebo
lagged well behind on 358,000. Nielsen, November 2009
•Facebook grew by 32% over 08/09 and is the most engaged social network in
Australia. *CheckFacebook.com
Facebook stats for Aussie

Demographic of Australian
Facebook users
• The Australian Facebook population is
made of 55.6% of female and 44% of
Male.
• Facebook remains a generation Y social
network. The biggest segment is the 25-
34 years old with 29.3% followed by the
18-24 with 28.8%.
• The 35 years + segment currently
accounts for 30.4% of the Australian
Facebook population and is according to
Nielsen Online, the fastest growing
segment.
Source:checkfacebook.com - Aug 09

• Personal pages
• Company pages v Groups
• Applications
• Marketplace - Lets you sell, give away, buy, ask or
search for anything you want a in a trusted and fun
environment. You can also use Marketplace to see
what your friends are buying and selling.
• Facebook Ads
How it all works

Facebook advertising

Criteria =
Anywhere in Australia
27 – 50
Female
In a relationship,
engaged, married

What if we specify a city
and a 50 mile radius?
Even more targeted!

 Worldwide traffic to Twitter.com reached 10 million
visitors in February 2009, up a whopping 700 percent
from the same time last year, according to comScore
 But the question is, should you be doing it and what
are the tangible results it can return?
5.0 To Twitter or not to Twitter – that is the question!

 Once you have a Twitter account (as easy as setting
up a hotmail, gmail or similar email account and also
free), essentially you have 140 characters to play with
and tell people what you are doing.
 The key to getting the return on your efforts is, like
any other marketing, setting out with a specific
objective in mind.
5.0 To Twitter or not to Twitter – that is the question!

•To establish or build your organisation or individual profile
•To drive traffic to your blog or website
•To network with potential parents, influencers, or others in your niche.
•To get valuable feedback
•To build a community
•To act as an alternative form of communication – quick and easy too!
•To hire people – be they volunteers or paid?
•To update your community of new etc.
•To promote events/product launches/updates/fund-raising drives?
•To provide live coverage of an event (you could ‘twitter’ updates from for
instance a tele-thon, all night walk-athon etc)
•To raise money for a child/family in need
•To show a more personal side of yourself from your usual public persona?
•To run occasional “twitter only” discounts and specials
Possible relevant objectives:

•Once you have an objective you need to ‘follow people’
• Suck in your address book, search for relevant groups to join, list on
directories, search for existing customers or influencers in your industry
and clicking on the ‘follow’ button
• Aim for relevancy and large number of followers
•Follow and follow back - It is generally Twitter etiquette to reciprocate
those who follow you by following them back
Follow and be followed

•still an emergent phenomena, and as such, etiquette is negotiable
•@creativecollect i.e. ‘enjoyed your presentation today – great tips!’
• # hashtags are a community-driven convention for adding additional
context and metadata to your tweets.
Example uses
Events or conferences, e.g.: "Tara's presentation on communities was
great! #barcampblock"
Disasters: "#sandiegofire A shelter has opened up downtown for fire
refugees."
Memes: "My #themeword for 2008 is conduct."
Context: "I can't believe anyone would design software like this!
#microsoftoffice"
Recall: "Buy some toilet paper. #todo"
Quote: "Great minds discuss ideas. Average minds discuss events. Small
minds discuss people." ~Eleanor Roosevelt #quote
You thought texting was bad.
Now learn twitterisms!

• Feel good - Bonnie Sayers @autismfamily, a mother of children with
autism, decided to use Twitter to promote awareness of autism and
to allow those who live with it to share their experiences and
knowledge with others. Dubbed “Twitter Autism Day” and
connected with the #ASD hashtag, achieved huge number of tweets
becoming a “trending topic” on more than one occasion during the
day. Sharing their experiences over Twitter was a great way for
parents and those suffering autism to connect.
• $$$ Story - In December 2008 computer giant Dell (@delloutlet)
announced that it had generated $1 million online by posting e-
commerce links to its Twitter feed. Latest reports say it has now
surpassed $2m in Twitter related sales. Whilst it obviously isn’t a not
for profit organization (far from it in fact) we’re sure you’ll agree it’s
not a bad result for a little twittering!
Twitter success stories

There’s one more very powerful marketing
method I’ve purposely overlooked. Can you
guess what it is?
Word of mouth!!!
•Referrals
•Incentives
•Strategic alliances
•The overall customer experience
•Surveys/polls
•Mystery shoppers
•Immediate feedback asking for a referral

How do you know if it’s working?
 Ensure tracking is in place (Analytics)
 Review your web stats regularly
 Work out your cost per lead and cost per sale regularly
 Re-allocate spend that is not working
 Review your emarketing stats regularly

The result?
Mmmm….

We have a growing range of products including ebooks,
dvds and audio sets available on all this and more!
See: http://www.thecreativecollective.com.au/shop.html
Want more on this stuff?Want more on this stuff?

Want constant tips & inspiration?
1. Sign up to our database
2. Connect to us on Linkedin.com
3. Like our Facebook page
4. Follow us on Twitter
5. Come to our Web Wed events
6. Buy our products
You can do all this from our website:

QUESTIONS????QUESTIONS????

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