RussSeagle,PresenterTheSequoyahFund,Inc.

Cherokee,NC

Digital Marketing for the Professional Craft Small Business

ThingsWeWON’TCoverinThisProgram• Timemanagement/planning

• Howtoidentifyyourcustomers

• Successmetrics

• ”Offline”orface-to-facesales

5QuestionstoAskBeforeYouBegin

• DoIneeddigitalmarketing?

• Ismydigitalstrategyalignedwithmyoverallmarketingstrategy?

• HowdoIknowI’mintherightplace?

• Howlongdoesittaketogain“traction?”• Ifitworks,canIkeepup?

Whyyouneeddigital

•Affordability•MobileAccess• Flexibility• Expansion/Scale•Multimedia

• Interactivity• Tracking•Authority• InfluencerEngagement•PrintEnhancement

Wheretobe– Facebook

For:Buildingfollowerloyaltyandreputation.Establishesyouasanauthoritythroughinterestingcontentandinformationalposts.

Reaches:25-45y/o.60%female,40%male

UniqueAttributes:• Reachesavarietyofaudiencesegmentswithonepost• Offersopportunitytocreateadstodrivetraffictoyourwebsiteorblog• Encouragesdialoguewithyourcustomerbase• Idealforsharingpersonalstories,testimonials,detailedinformation

Wheretobe- TwitterFor:Sharingbreakingnewsandquickupdates,promotingnewworksorcontent,collectinginstantfeedbackfromaudience.

Reaches:18-29y/o.50%female,50%male(trendingmoremale)

UniqueAttributes:• Servespeoplelookingforquickinfo,news,andimmediateresponsestoquestionsaboutproductsorevents• Focusesondialoguecreationandstartingconversationswithcustomers• Hashtag(#)communicationfunctionality• BestPR/publicityplatformwhentraditionalmediadoesnotrespond

Wheretobe- InstagramFor: Sharingvisualimagesandvideosthatevokefeelingsaboutyourwork.

Reaches:18-40y/o.58%female,42%male

UniqueAttributes:• Providesuniquefiltersandvideostyles• Letsyoutakeamoreplayfulapproachtoconnectingwithcustomers• Sharesyourmessage(primarily)visually,ratherthantroughwrittenword• Allowsforuserstohashtag(#)andgetinvolvedwithyourworkbyshowingyourworkintheirworld

Howoftentoposttoeachnetwork

• Facebook:1-2timesperday

• Twitter:3-4timesperday

• Instagram:Onceperday

• Connectaccountswherepossible• Hootsuite• Buffer

Wheretobe- EmailFor: Permissionmarketing,unfetteredcommunication,andCall-to-Action.

Reaches:• 91%of15-24y/o• 93.4%of25-44y/o• 90.5%of45-65y/o• 85.5%of65+y/o

EmailDo’sandDon’ts

• DON’Tuseyourpersonalemailaccounttoconductbusiness

• DON’Tspamorotherwisesendtopeoplewhodidn’tgiveyoupermission

• DON’Tsendpersonal,political,orotherwiseirrelevantinformationviaemail

• DON’Temailmorethanabsolutelynecessary• Canbeonceperweekfornormaluseoronceperdayforupcomingevents

• DON’Ttrytosoundlikesomeoneelse

EmailDo’sandDon’ts

• DOuseaprofessionalemailservicetodistributeyouremails

• DOwriteinyourownvoice– writelikeyoutalk• DOincludeimagesofyouandyourwork(bepersonalandpersonable)

• DOuseacall-to-action(CTA)thatdrivespeopletoDOsomething

• DOencouragereaderstoshareemailedcontentonsocialplatforms

• DOshareyourownemailcontentonsocialmedia

• DOtrackyourClick-Through-Rates(CTR)toseewhatkindsofcontentconnectbestwithyouremaillist

Wheretobe– Website/BlogFor: Designinganonline“property”thatexudesyourvoice,style,andvalues,andforcreatingacentralizedsalesplatform.

UniqueAttributes:• You“own”it– don’thavetoplaybyothers’rules• Canbeascreativeasyouare– notlimitedbyanotherplatformdesign• Can’tbe“shadowbanned”or“putinjail”foryourcontent• Canberelocatedasnecessarytostayfresh,secure,andrelevant• Theoneplacewhereyoucansay,show,demonstrate,andsellanythinginanunrestricted,”unpoliced”way

CreatingYourOwnWebsitetheEasyWay

Squarespace.com

Wix.com

Weebly.com

WhattoPostandWhen– TypesofContent

• Photosofyourwork(tellthestory)• Behindthescenes- ”Creating”• Yourthoughtsandopinionsonnon-arttopics

• Q&A– “AskMeAnything”days

• Interviews• Favoritetools• Upcomingevents(notjustyours)

WhattoPostandWhen– TypesofContent

• National/globalartevents• Holidaymessages

• Seasonalposts• Inspirational/motivational

• Personalinsights/vignettes• Humor(neveratanyoneelse’sexpense)

• SharingisCaring!

WhattoPostandWhen– ContentCalendar• UseaREALcalendar(atfirst)• Rotatecontenttypesbydaysoftheweek

• UseHootsuiteorBuffertoschedule• Setanappointmentwithyourself

• Postcontentduringthisappointment

• Monitorinteractionstoseewhereyoushouldspendmore/lesstime

Createaconsistentonlinebrand&voice

• Lookthesamenomatterwherepeoplefindyou

• Eliminateconfusion

• Createsa“brand”• Colorscheme,fonts,logo

Yes,youneedalogo!

Localgraphicdesigner

99Designs.com

Upwork.com

Fiverr.com

WhyVideoisSOImportant

• Everyonehasavideocameranow

• Peoplewanttoseevideo• Videoconsumptionisincreasing

• Writtenwordconsumptionisdecreasing

• Ourbrainshavebeenrewiredforvideo• Peopleinteractmorewithvideo

• Peoplearemorelikelytosharevideo

• Peoplewanttoconnectwithartistsandbrands,andvideoisthequickestwaytodothat

Video– Whereandwhen

• Easyenoughtouploadtosocialplatforms– BUTWAIT!!!

• CreateaYouTubeand/orVimeoaccount,uploadthere,andsharelinks(double-whammy!)

• Createseparatevideofollowingthatmaynotfollowyouelsewhere

• Greaterpotentialforadrevenue• Canrecycleandrepurposevideoforotherplatforms

• Classifiedasaseparateformat,sonotsubjecttothepostingnumberrulesmentionedabove

NeedMore?Accessthispresentationatwww.sequoyahfund.org/HCC2019CS

Or

EmailRussat:russseagle@sequoyahfund.org

Or

Call828-359-5003