I. Utilizing the Internet....Wisely.
Online Niche Marketing is a technique used for marketers to target Internet-based segments of a larger market.
a. Ways to Reach Online
i. Cater your website to your niche market.
ii. Design your online advertising to meet their needs.
iii. Promote your digital ads on external websites that would draw your niche market.
iv. Choose Google Ad Words wisely.
v. Social Media advertisements and group page maintenance.
II. Social Media
By definition, social media "describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves."
a. What does social media utilize?
i. Online Video
ii. RSS Feeds
iii. Mobile Marketing
b. What is the difference between Web 1.0 and Web 2.0?
i. Web 1.0 is about commerce.
Examples include: banner ads, search engine optimization (SEO) and email marketing.
ii. Web 2.0 is user-generated media.
Examples include: blogs, podcasts, mobile phone, RSS feeds, online videos and widgets.
c. Most importanty, don't give in to crazy expectations.
i. No one is going to "like" your product immediately upon viewing your page.
ii. Your potential customer most likely will not watch your uploaded videos.
iii. Your campaign probably won't take-off instantly.
iv. You won't see immediate sales.
v. There are going to be some costs incurred.
d. Social Media is the most powerful way to interact with people online because:
i. Your audience/potential customer is already online.
ii. They are online because of other websites, social networking and blogs.
iii. You can reach out to them through content that is relevant and engaging to them.
iv. The "key" is to not disrupt their user-experience.
e. Social Media Reminders
i. Don't rely on it to build your film's promotional distribution list.
ii. It can help drive traffic to your website, but it shouldn't be the only thing you rely on.
f. Social Media Costs
i. Production Costs
ii. Media Buying
iii. Hosting Fees for Serving Content
iv. Fees for Distribution/Tracking Tools
v. Consulting or Agency Fees
g. Where can you go to get started?
i. Go to one or more of the top three: Facebook, Twitter and LinkedIn
h. Are your employees/production crew on Social Media?
i. Professionally or Personally?
ii. Set expectations with current employees and new hires. Make sure they know the difference, as it is key to preventing future upset particularly with vendors, clients and funders.
i. The Ten Commandments of Social Media:
2. Create Profiles
3. Upload Photos
4. Upload Videos
6. Set Alerts
8. Get Connected
9. Explore Social Media
10. Be Creative
1. Don't complain when people are mean.
2. Do write only what is worth reading.
3. Don't speak about what you know nothing about.
4. Overall, realize that once something enters social media, it spreads quick and you'll probably never be able to completely erase what was posted.
j. Where will Social Media lead people?
i. You can't expect it to be your website, but sometimes it will be.
ii. What can you do to make it the best user-experience?
a. Know your brand and stay true to it.
b. Create a style guide and follow it.
c. Ease of navigation.
d. Utilize Microsite pages.
e. Feature testimonials.
f. Remember the keys of SEO.
III. The Keys of Search Engine Optimization (SEO)
a. First major thing to consider:
i. Unique Content
You have something to say that is uniquely yours to the Internet community. Something that will be seen as "value." Use appropriate terms that would be typed into the search engine on your webpage.
ii. Appropriate Links to Your Website
Just because you have a home page doesn't mean that's where people need to be linked to. Link them directly to the page that best suits what they searched for and you are more apt to guarantee that sale.
b. Second major thing to consider:
i. To increase your SEO rankings, the more sites that link to your site, the better off you'll be.
ii. So, if you're not showing up on the search engine's results page...
a. It's never too late to fix this.
b. Look at your brand.
c. Look at your film's offerings.
d. Look at your business partners or potential partners.
e. Look at your competition. Who is ranking and why?
I. Knowing a beginning and an end result--you need to track proof-of-performance.
a. Forms of campaign research:
i. Studying the market place.
- Is there a need for your product?
- How much competition? How saturated?
- Could pinpoint something you might not have realized that market was missing. This could become part of your selling strategy.
- Shows that you care.
- Helps you create true proof-of-performance.
iii. One-on-One Interviews
- Allows you to see true opinion and reactions up-close.
iv. Focus Groups
- Allows individuals to feed off other's ideas. This is a good test of influence.
b. What is the motive for research?
i. Getting answers to your questions without spending a fortune.
ii. Testing a concept or an idea.
iii. Adding layers to complex products or services.
iv. Learning about satisfaction and customer awareness.
c. For your research, do you outsource or stay internal?
i. Research Firm
- Large survey pool.
- More complex analysis.
- Unbiased, outsider view administering.
- Reliable statistical results.
- Small survey pool.
- More simple analysis.
- Generalized results...may be skewed based on how administered.
d. Research Tips
i. Do give the audience being interviewed the topic in advance, unless it is absolutely top secret. This allows the audience to gather all of their thoughts about the topic that might not be the first thing to come to mind.
ii. If hosting a Focus Group/Roundtable Session, do have a moderator that is not biased one way or another, and who is not afraid to generate subject prompts to keep the flow of conversation going.
iii. Don't be afraid to talk hypothetically.
- Ask, with financial restraints aside, what would you like to see or have happen? This will help define a vision or ultimate goal. Although it may be unachievable in the immediate or sometimes further future, don't stop reaching.
iv. During the interviews:
- Take good notes.
- Video tape (must get releases signed first).
- Summarize and categorize your results.
1. Have a clearly defined brand and product.
2. Know your target market.
3. Configure a budget and monitor it.
4. Construct a timeline.
5. Track proof-of-performance.
Above all, don't give up or be afraid to ask for another pair of eyes to look over your marketing plan.