MarkeTech 2014How to Build an Online Presence

With Julie Geiger, OwnerPrairie Point Junction Quilt Shop, Cozad, Nebraska

Building an Online PresenceJulie will share strategies that enabled her to expand a small-town Nebraska quilt shop to reach a nationwide audience.

Learn easy, low-budget ways to market your business by capitalizing on your specific areas of expertise and networking with your target market.

How do customers find you?•Website: Is URL (web address) easy to find/remember/spell?•Register more than one domain name to point to your website. •Example www.prairiepointjunction and www.woolfeltcentral.com•Helps if all social media uses same name

Start promoting with existing customers:

•Put web address on all packaging and promotional materials.•Use newsletter, postcards, bag stuffers, e-mails, Facebook, etc to let your existing customers know about your social media platforms.•Encourage sharing info about your business on social media.•Consult with someone that can help develop a consistent brand image for all media and documents.

Join local Chamber of Commerce:◦ Opportunities to reach their membership◦ Utilize their publications and social media◦ Attend social functions

Join your industry’s trade organizations:◦ Network with similar professionals◦ Customer referrals◦ Develop joint events

Join professional organizations:◦ Grow Nebraska◦ Local Leadership groups◦ Community Organizations

Network to expand your reach:

Share on a regular basis on social media◦ Watermark your photos so brand stays with the

photo – several aps are available if taking photos on phones or tablets

◦ Use hash-tags to increase search-ability (Example: #grownebraska)

◦ Tag blog posts so that they are searchable◦ Encourage comments to keep visible and engaged◦ Post to multiple platforms (Facebook, Instagram,

Pinterest, Google +, Twitter, etc). A variety of services facilitate posting such as Boutique Window or HootSuite.

Be social:

◦ New product arrivals or releases◦ Market Trends◦ Visits from sales reps/trips to market◦ Announce when shipping something/somewhere unique◦ Shout-out when you see your product out and about◦ Showcase customers using your product and tag them in

posts to boost sharing◦ Pose questions to encourage interaction and feedback◦ Events/Classes/Vending locations◦ Top 10 Lists◦ Employees favorite product recommedations◦ Answer FAQ’s ◦ Customer question opportunities

Ideas for Posts:

Seek out blogs that match your target demographic:

Doesn’t necessarily need to be same industry, but who is your target customer?

What else might they be interested in?

Network with bloggers:

Offer to do product giveaways on another blog. Enter giveaway by visiting your website then comment on blog about their favorite “something” from your site such as favorite flavor of popcorn, scent of candle, type of soup mix, color of sweater. (Need to be aware of “consideration” laws.)

Provide samples of your product for review. (Be careful about full disclosure policies)

Host Giveaways

Giveaway Examples: http://

weefolkart.com/content/felt-easter-sugar-cookies-kit-giveaway-prairie-point-junction

http://woolfeltcentral.blogspot.com/2014/03/meet-designers-at-squishy-cute-designs.html

Set up a network of bloggers Pick a particular topic or theme Pick a short time frame (7-14 days) Each blogger posts a feature on their

assigned day Purpose to send readers to each other’s

sites and increase exposure

Example: Assign each participating blog to put their own twist on your product such as creative uses for your company’s dip mix.

Host a blog hop:

Cookie Recipe Swap and Ornament Pattern: http://

buttermilkbasin.blogspot.com/2012/11/a-primitive-christmas-blog-hop-2012.html

http://piecesfrommyheart-sgervais.blogspot.com/2011/09/moda-country-fair-blog-hop-day-8.html

Examples of Blog Hops:

Feature your designers/suppliers on your social media

Helps boost:◦ Celebrity factor◦ Offers behinds the scenes view of your products◦ Increases credibility◦ Drives their followers to your business◦ More networking/cross-promotion opportunities

◦ Example: http://woolfeltcentral.blogspot.com/2010/12/interview-with-trudy-from-nutmeg-hare.html

Showcase your suppliers

Offer samples of your products◦ Perhaps promotional pricing for business wanting to

offer gifts to their clients◦ Free samples in swag bags for special events◦ Samples or informational fliers in Welcome to Town

type of gift bags◦ Cross-promote with other businesses (Offer to trade

a door prize gift basket with another business)◦ Cross-merchandise with another business (Quilt

shop displays the Coffee shop’s holiday gift basket in our tablerunner/apron display, the Coffee shop displays one of our runners in her shop).

Share your passion:

Offer to write a column or feature for various publications:

◦ Blogs with similar demographics◦ Small newspapers◦ Local insurance or utility companies◦ Special interest publications◦ Trade publications

Be the expert in your field:

Utilize media to share your expertise:◦ Appear on local TV, many have morning shows,

etc Create newsworthy message: New product,

Interesting use of your product, Milestone or upcoming event

◦ Create You Tube videos Invite to visit your business Virtual tour Demonstration on use of your product Showcase new product

◦ Embed short videos on your website

Be a celebrity:

Share your expertise:◦ Host a demonstration day◦ Teach a class for community college, church

groups, young mom’s groups, senior center◦ Work with groups such as Girl Scouts, Boy Scouts,

4-H, Children’s Museum or Afterschool Programs◦ Participate in community education days, school

special events, festivals, home shows, conferences

Be a teacher:

Create something unique to showcase not only your business, but also your community◦ Quilts Around the Block◦ Taste of Cozad◦ Nebraska Quilt Shop Hop◦ Participate in existing events:

Nebraska Tourism Passport Program Junk Jaunt Grow Nebraska Events

Create an event:

Apply for awards/recognition in your field Sponsor a team, contest, award at fair Host a charity event Be sure to let press know about your milestones and

accomplishements

Create positive press:

Make sure opening a package from you is part of the experience

Packing should include complete contact info and social media platforms

Keep it fresh: Update website and social media often

Keep it consistent: Send e-mail messages on regular schedule

Offer specials periodically Offer something value added: Product tips,

recipes, patterns, decorating suggestions

Keep customers coming back: