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marketing in a small town both online and offline
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BRINGING THE WORLD TO YOUR DOOR
FIRST – WHAT WILL YOU DO WITH THEM WHEN THEY COME?
What does your attraction or location excel at?
Everyone has businesses, history, historical sites ….
What makes you different?
Learn how to tell your story …..
HARRIMAN-NIELSEN HISTORIC FARM
WHAT IT IS…. 100 year old house and farm Lived in by one family for 100 years Old stuff inside including old letters
THE DIFFERENCE
Built in late 1800s and one immigrant family lived there for over 100 years – it’s the history of a Danish immigrant family preserved
They kept ALL of their letters back and forth from Denmark written over those 100 years
Original furnishings still inside – step into this family’s life!
FRANKLIN COUNTY HISTORICAL SOCIETY MUSEUM
WHAT IT IS…. Old stuff from Franklin County
residents
THE DIFFERENCE
One of a kind pieces that tell the story of life in the last century in an agricultural society
Some of the farm machinery you can’t find anywhere else in the world
SECOND: GIVE THEM MANY REASONS TO COME
Your museum is not the only thing in town…..
WHAT ELSE CAN THEY DO IN HAMPTON?
Shop! There are the Hampton Specialty shops -- 13 stores that work together
THE DIFFERENCE
Unique one of a kind and some handmade items at several of the stores
Swiss watch maker (only 3 in the country!) Two flower shops that work together – and
serve wine
WHAT ELSE CAN THEY DO IN HAMPTON?
Eat! There’s something for every taste.
THE DIFFERENCE
El Paisita Mexican Family Restaurant – authentic Mexican food
Honk ‘n Holler – come back to the 1950’s and eat good food like they used to cook
Seven Stars – better than mom’s home cookin’ Long Branch – no one has ever eaten
everything on their plate (because you get so much food!)
WHAT ELSE CAN THEY DO IN HAMPTON?
Visit all of our historical sites!
THE DIFFERENCE REA Plant and Museum – the FIRST farmer
owned electric plant in the United States Old Stone House – built in 1854 by Leander
Reeves for his wife in Ohio because she wanted a proper house
GAR Memorial Hall – the only entire building built in Iowa to honor the Civil War dead
Windsor Theatre – built in 1917 and still in use today
OFF LINE
MARKETING
Educate your locals
Do you know the hot spots for tourists around town? Gas stationsLocal eateriesRetail stores
Do the people that work there know what you have?
Why not host an open house just for them twice a year? And while you’re at it – invite the local press.
This is word of mouth marketing and very effective.
The press ….
Keep press contacts updated Call the news desk at every paper, radio
station and tv station in a 50 mile radius and ask them how they like to receive press releases
Send them something once a month, at least Thank them when they run an article or story
WRITE A MONTHLY ARTICLE
Newspapers are looking for content …..
Why not ask them if you can write a monthly historical column?
Don’t forget to reuse this content in other places!
ROTARY, KIWANIS, ELKS, ETC.
These groups meet often and are always looking for programs.
Contact them and schedule an appointment to tell the group about what events you are planning, or arrange for an old timer to tell a few stories.
Why not offer them a private tour? Remember …. They make good volunteers too!
JOIN THE CHAMBER
Most chambers have a special rate for non-profit organizations
Be sure to send them press releases and ask them to send the information to their members
Spend some of your advertising dollars on sponsoring Chamber events
No dollars? Volunteer at Chamber events!
ONLINE MARKETING
You can’t do it all …. But you can choose two or three of these options and do them well!
WHO VISITS YOUR SOCIAL NETWORK SITES?
- 18-29: 92% - 30-49: 73% - 50-64: 57% - 65+: 38%
http://www.mba-in-marketing.com/social-media-fails/
57% of your friends and family are using it – it is
quickly replacing traditional news sources
STATISTICS: More than 1 billion active usersMore than 50% of our active users log on to Facebook in any given day
Over 50% of United States citizens are on Facebook.
TIP NUMBER 1:
Facebook changes. They believe in upgrading and making your time on Facebook an enjoyable experience. They also want you to be more social – and connected.
If you don’t want to be social online --- either don’t, or hire someone who does. Facebook is not the place for businesses who don’t want to be social.
Who is your average user?
They have 130 friends and are connected to 80 community pages, groups and events.
DO THE MATH.
What To Put On Your Fan Page
EVENTS
Make an event out of any activity you do. Give it a date(s), spruce it up with a lively description, add a picture and let your fans know about it!
Orange Possum
GIVE SOMETHING AWAY http://www.facebook.com/midwestlivingmag
Offer Fresh Content
Lady GagaLenny KravitsAaron SteinmannDarren RowseAshton Kutcher
TELL YOUR STORY
Friends of Historic Cedar Falls
Travel Iowa
CONTROL YOUR PAGE – Get Your Own Vanity Address http://www.facebook.com/username/
www.facebook.com/debworks
www.facebook.com/GreaterFranklinCounty
Small Print: What You Need to Know About Facebook Pages
•You need to have an account on Facebook in order to create a Facebook page.•Your Facebook page will be tied to your personal profile as the admin of your Facebook page; however, only you and Facebook know the connection exists.•You can have an unlimited number of Facebook pages.•You can have an unlimited number of fans (Facebook users who “Like” your page).•Facebook Pages are public—anyone can find and view your page whether they are logged into Facebook or not.•All content posted on your Facebook page gets indexed on Google.•You can target your posts by location and language.•You can add applications to your page, including your own custom content—video, rich text, graphics, opt-in box and more.•You can add additional admins (highly recommended).•All admins have equal rights to administer your page, including adding and removing other admins (choose with care!).
VISIT TOP OF IOWA
FACEBOOK LINKS YOU MIGHT LIKE
How to create a media room for publicity on facebook
Aptly titled Queen of Facebook, Mari Smith
Blogging Basics 101
http://freelancefolder.com/how-to-migrate-your-personal-facebook-profile-to-a-business-page/
www.allfacebook.com
www.mashable.com
HAVE A PLAN.
Create an editorial calendar (it’s easier than it sounds)
IT CAN BE VERY SIMPLE
Start with your events for the year -- list them on a spread sheet (I use Excel)
How do you promote them? Newspaper ads Press releases Newsletter Email Facebook Twitter
BACK INTO YOUR CALENDAR Event ...Activity… Date … Time to do it ... notes When does the local newspaper need press
releases in order to run the article before the event happens? That’s your submission date
Do you have an ad person you work with? Set up a yearly calendar with him/her – often you can save money if you promise to run x amount of ads
Are you using a newsletter? Be sure to get the info to the writer way before they need it
http://www.slideshare.net/Fletcherprince for more ideas on using an editorial calendar
LET’S TALK EMAIL …..
THE CLARION WIRE
Karen Weld sends an email about once a week with events and activities happening in Clarion Iowa
She keeps a document on her word processing program and updates it as people call her or she hears stuff
As dates pass, she deletes them Once a week she sends it out to her list Who do you know that would be a good point
person to do JUST THIS?
CREATE AN EMAIL LIST
Have a sign up sheet EVERYWHERE! Let people know you are creating a enewsletter, facebook page, and/or you may send them an email once and awhile.
Don’t forget places like www.mailchimp.com
10,000 emails a month FOR FREE!!
FACEBOOK AND TWITTER
Get a program like Tweetdeck or Hootsuite
Schedule your posts ahead of time Facebook: 2 times a day for several days Twitter: 2-3 times a day, but be sure to post other
comments and share links to cool stuff as well (don’t just shove your info down the throats of your followers)
HOOTSUITE
IT’S NOT ONLY FACEBOOK
There’s a large internet world out there ….
Let’s go exploring!
Find where you fit – and begin with 2 or 3 things that work for you.
There are many tools available to help build a viable marketing plan– whether it’s 60 hours a week or 6 hours a week.
LET’S START WITH GOOGLE
Reader
Alerts
Trends
YouTube
Docs
Google+
Skype
Blogger
We want Google to be the third half of your brain. Sergey Brin
1st Step: Set up your Google Account – its free
READER
Organize all the blogs you follow and see when they are updating their content – all in one place.
You should be keeping track of what other places are writing about … just copy the address, past it into the subscribe button on your Reader.
www.google.com/reader
Description of how to set up an account – and why
http://thecartdriver.com/an-idiots-guide-to-google-reader-and-why-you-should-use-it/
READER
ALERTS monitoring a
developing news story keeping current on a
competitor or industry getting the latest on a
celebrity or event keeping tabs on your
favorite sports teams See when your town
or location is talked about!
http://www.google.com/alerts
YOUTUBE
Hey baby, wanna make a movie?
You can use video to promote your sites
Don’t miss out here – this is amazingly popular
<http://www.youtube.com/watch?feature=player_embedded&v=clzl_hCVot4
Interns from UNI developed a video for the Old Stone House
GOOGLE DOCS (NOW KNOWN AS GOOGLE DRIVE)
Use to share info, store data and collaborate online easily and effectively!
https://docs.google.com
BLOGGER – WHY USE IT?
It’s free It’s simple It’s Google It’s reliable You can always
switch to another platform later!
Why blog in the first place?
Set yourself up as the expert
Create an identity people can relate to and get to know you
Share about your product or service
BIGGEST RULE EVER
Remember all that stuff you put on Facebook and the articles you wrote?
It needs to go on your blog/website too!
You OWN the content on your website/blog – you don’t own it on Facebook.
RULES FOR BLOGGING
1. Don’t push your stuff down everyone’s throat.
2. Don’t lie. Check your facts.
3. Credit your sources. Ask first.
4. Disclose professional relationships – if you’ve been given something, tell us.
5. Provide value – make it interesting.
6. Be yourself – and create a conversation
7. Be nice.
TIPS FOR BLOGGERS
Be consistent with your blogging efforts – pick a frequency and stick with it.
Have a great photo with each blog post. No stealing! (photodropper.com is a great resource)
Get your stories down on paper – and a blog is a great way to tell them!
You can video record the story teller, and put that right on your blog.
Keep it fun my friends!
WHAT TO AVOID
• Wordy content — Don’t use too many words to communicate basic ideas or facts. Get to the point.
• Keyword stuffing — Don’t over-optimize your content for the keywords you are targeting. Only use keywords that relate to expressing the focus of the page.
• Factual errors — Fact-check all of the content on every page of your website.
• Grammatical errors — Google’s algorithm can easily identify grammatical errors, leading to lower page rankings. Grammatical errors also lead to a poor user experience.
• Spun content — Don’t rewrite information that already exists. Curate content to improve the originality of the content on your site. We discuss content curation and content creation later in this paper.
www.mediawhiz.com
WHERE TO SHARE YOUR POSTS Add in your enewsletters – we use mailchimp.com and
it’s free Groups or forums you belong to Add links to your email signature – use wisestamp.com Your listserve – send to the serve and ask for feedback RSS feed – this will automatically push your post to the
people who sign up to receive it Comment on relevant blogs – and leave a link to yours,
but don’t be spammy Submit it as a guest post to other blogs – will require
some rewriting Join a blogging community – exchange links with other
bloggers
SYNDICATION
This allows you to spread your content across many networks.
IFTTT.com – allows you to syndicate to over 50 different sites
Blogcatalog.com connect with other bloggers Demandstudios.com – distributes to
usatoday.com, salon.com, ehow.com Amazon.com – submit blog to
https://kindlepublishing.amazon.com /gp/vendor and get paid when Kindle owners read it
Networkedblogs.com – get found and get more traffic, also links to facebook
Even more …….
Alltop.com – syndicates content in every category Scribnia.com – source for reader reviews of the
webs bloggers and columnists Syndic8.com – syndicates blogs that cover a wide
variety of topics Evancarmichael.com – if you provide business
related content, this is a must Outbrain.com – syndicates your blog posts to sites
like cnn.com and fastcompany.com Pick 2 or 3 --- having the same content on too
many pages can actually hurt your SEO! Thanks to launchgrowjoy.com for this information!
WHAT IS PINTEREST?
Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.
Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests.
You can also showcase collections on Pinterest!
READ ALL ABOUT IT
Get this free book for your Kindle – available only today! Just click here
MOBILE – A MUST HAVE
Want to reach youth? (18-25)
Talk to them or message them!
SQUARE
Accept credit cards right on your phone
Free hardware at www.squareup.com
http://mashable.com/2011/10/24/square-wal-mart/
Another great way to connect to others that may be your customers, your mentors, your potential customers or your competition!
Twitter Stats 230,000,000 Tweets
per day 100,000,000+ active
users
http://business.twitter.com/
What does Twitter do for businesses?
As a business, you can use Twitter to quickly share information, gather market intelligence and insights, and build relationships with people who care about your company. Often, there is already a conversation about your business happening on Twitter.
TWELLOW
Use Twellow to start finding people you can follow
EBOOKS
Using ePub to publish an ebook
Ditto for Smashwords
Finally – Angela England is an Iowan mom who ‘gets it’ – I really recommend her book http://30dayebook.com/ (I just bought it myself!)
CONFUSED? Don’t give up,
Try a few things until they feel right
Then try something else
Start with a plan!
THANK YOU!Deb Brown
641-580-0103
www.debworks.com
www.facebook.com/debworks
www.twitter.com/debworks
www.linkedin.com/debworks
(notice the consistency with Debworks? )