Building Influence and Market Presence Clive Wilson Claire 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
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
To create a
REACTION or a RESPONSE
you need to be
INTERESTING
Building Influence and Market Presence
Online Engagement
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
How many ways
do people come into
contact with
your business?
Building Influence and Market Presence
Online Engagement
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
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
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What is your
Message?
Building Influence and Market Presence
Online Engagement
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Pitch Structure:
Building Influence and Market Presence
Online Engagement
Clarity Credibility Problem Solution
What are you known for?
How do you leave people
feeling?
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Do Something
Building Influence and Market Presence
Online Engagement
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Online Engagement
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Online Engagement
Email Marketing
Social Media
Blogging
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Online Engagement
Getting Noticed
Create Content
Put it on your
Website
Share on Social Media
Email Marketing
Newsletters
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
MeasureEverything
Building Influence and Market Presence
Online Engagement
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
What’s in a brand?
• To be the world’s biggest and best confectionary company
Vision
• Performance
• Quality
• Respect
• Integrity
• Responsibility
Values
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Your customers:
Building Influence and Market Presence
Your voice and brand
Who they are
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
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
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Your customers:
Building Influence and Market Presence
Your voice and brand
Who they areWants and
needs
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Your customers:
Building Influence and Market Presence
Your voice and brand
Who they areWants and
needsStories
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
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
Building Influence and Market Presence
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
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
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
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
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Help the reader scan your blog
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
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.
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Tools of the Trade
Blog• Choose your platform
Email• Choose 3rd party partner
Engage• Select your channels
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Tools of the Trade
Blog• Choose your platform
Word Press
Blogger
Tumblr
Website page
Live Journal
Medium
Weebly
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Tools of the Trade
Email• Choose 3rd party partner
Website provider
Constant Contact
Mail Chimp
Vertical Response
Graphic Response
Get Response
Campaign Monitor
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
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)
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Online Engagement
MeasureEverything
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Summary
Profile
Message
PublishMeasure
Rinse & Repeat
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
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
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
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
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
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
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Summary
Measure
Use Google Analytics
Use Google Alerts
Keep track of shares, likes & follows
Know what’s going on with what
you create
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
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
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Conclusion
It’s never too late
to get started online(even for dinosaurs)
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Conclusion
When is the best time
to plant a tree?
20 years ago.
When is the next best time?
NOW
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Conclusion
Please don’t do
nothing
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
Want to find out more?
Contact Claire Scaramanga
on 020 3371 3295
or visit our website
www.scaramanga.marketing
Contact Clive Wilson
on 01883 330835
or visit our website
paramountwebtechnology.com
© Scaramanga Marketing Ltd and Paramount Digital Marketing Ltd
Building Influence and Market Presence
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