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

• nline 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 Email Addresses Postal Addresses Mobile Numbers What Else? Twitter Username Instagram Username

• For email campaigns
• For postal

campaigns

• For text message

campaigns

• What are your goals?
• Who are you targeting?
• What channels are they

using?

• How are you measuring

success/failure?

10

Social Media Strategy Marketing Strategy ✓

Bringing Your Brand Online

Marketing Objectives

Identify your marketing objectives in line with overall business objectives


 Suggested Objectives:

• Launch new website ✓
• Attract 20% new customers through site in Year One ✓
• Set sales target for each quarter and each year ✓
• Set traffic target to the website by quarter/year ✓
• Set social media targets/ new lead generation ✓
• Specific
• Measurable
• Achievable
• Realistic
• Time-bound

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 €11 per month, billed annually 


• r €15 month to

month BUSINESS €17 per month, 
 billed annually, 


• r €24 month

to month ONLINE STORE: 
 BASIC €24 per month, 
 billed annually, 


• r €28 month 


to month ONLINE STORE: 
 ADVANCED €36 per month, 
 billed annually, 


• r €42 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

denise@starling.ie @ladydotty / @starlingandco

Thank You!