Hello! Denise Rushe Starling & Company Servicing clients across - PowerPoint PPT Presentation

Hello! Denise Rushe Starling & Company Servicing clients across creative, cultural, retail, hospitality and tourism sectors Mentor with LEO Sligo/Leitrim and Design and Crafts Council of Ireland @StarlingAndCo or @LadyDotty

Starling & Company • Set up as a marketing freelancer in 2012 • Prior roles included marketing roles at Dublin Theatre Festival, Temple Bar Cultural Trust, The Model Arts Centre • Became a mentor, managed small business marketing activities • Completed an MPhil in Creative and Cultural Entrepreneurship At Trinity College in 2016 • Set up a Limited Company in 2016

Sligo Design Week

Sweet Beat Cafe

The Building Block, Sligo @TBBSligo 
 a co-working space for the creative industries

Online marketing tips and tricks to grow your online sales

Fundamentals of Marketing • Define your audience - segmentation • Define your channels - do one great, not too many • Track your audience - analytics, email open rates • Understand your audience - survey, ask questions • Retain your audience - referrals, loyalty competitions, email signups

The Point of Marketing? Lead Generation & Customer Loyalty 1. Follows or mentions on social media channels 2. Email sign-ups 3. Visitors to your website = potential sales, return customers

Collect Lead Information Names • For email campaigns Email Addresses • For postal Postal Addresses campaigns • For text message Mobile Numbers campaigns What Else? Twitter Username Instagram Username

Bringing Your Brand Online • What are your goals? Social Media Strategy • Who are you targeting? Marketing Strategy ✓ • What channels are they using? • How are you measuring success/failure? 10


 Marketing Objectives Identify your marketing objectives in line with overall business objectives Suggested Objectives: Launch new website ✓ • • S pecific Attract 20% new customers through site in Year One ✓ • M easurable • • A chievable Set sales target for each quarter and each year ✓ • • R ealistic Set traffic target to the website by quarter/year ✓ • • T ime-bound Set social media targets/ new lead generation ✓ •

Choosing Your Channels Key channels today*: • Facebook 67% - largest social platform in Ireland • Twitter 25% - opportunity to connect with influencers/niche communities • Instagram 25% - Visual, mobile photo-sharing • Pinterest 16% - “Buy Now” buttons, links to website • LinkedIn 28% - Social networking for suits and ties • * Ipos MRBI Social Networking Tracker Oct 2016

Choosing Your Channels Content Planning - seasonal, monthly, • holidays High quality visuals - don ’ t use memes • Learn how to use your camera phone • Post when fans are online • Use hashtags or create your own hashtag •

Affordable Website Design Squarespace.com

Affordable Website Design squarespace.com , shopify.com • Theme based • Full website or landing page • Drag and drop design • E-commerce enabled - important to check transaction fees • Clean and minimal design • V popular with creative enterprises

Squarespace PERSONAL BUSINESS € 11 per month, € 17 per month, 
 billed annually 
 billed annually, 
 or € 15 month to or € 24 month month to month ONLINE STORE: 
 ONLINE STORE: 
 BASIC ADVANCED € 24 per month, 
 € 36 per month, 
 billed annually, 
 billed annually, 
 or € 28 month 
 or € 42 month 
 to month to month

Market Places • Etsy - market place for designers and crafts people

Market Places

Market Places

Facebook Groups Small groups of highly influential and supportive communities • Bite The Biscuit • Women in Business Networks • Swap/Sell Facebook Networks • Etsy Ireland

Marketing Ideas Marketing Campaigns • Break the year up in to quarters • Set targets for marketing activity and sales • Christmas season is usually busiest - start planning now • Include clear Call To Actions - sign up, visit, read this etc.

Marketing Campaign 
 in 8 Steps 1. Create a theme for your Marketing Campaign 2. Hire photographer to capture high-quality visuals of your products/services 3. Drip feed these pictures over a few weeks/months on social media 4. Have a call to action on each picture shared 5. Consider each piece of content like a mini-strategy 6. Link in with networks/tribes and share your content/links 7. Blogger outreach - find bloggers to write about your product 8. Capture email addresses at events, trade shows, markets, networking events -with permission, send regular email campaign

Time Management Automate it! • Get organised • Plan out content for each month - 2 hours per month • Pre-schedule posts across Facebook/Twitter • Quality over quantity • Tools: Hootsuite, Tweedeck and Buffer

Get Tracking • Google Analytics - tracks traffic on your site • Facebook Insights - data on visitors to your business page, engaging content, time spent online • Twitter Analytics - track tweets and followers • Pinterest Analytics - analytics on your pins and “pin it” button on your site • Instagram Business tools - Insights, Business Pages

Thank You! denise@starling.ie @ladydotty / @starlingandco