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We are excited today to be doing our first ever live podcast recording at our Fireside Chat event in Melbourne! Our format is a little different today – we have never had so many people in front of us when recording a podcast! The audience members here are going to ask questions and tell us about what their biggest problems are with online marketing…
We have 3 amazing audience members who have bravely volunteered;
Alan Galtsians – Company Director of Natskin, operating spas in Melbourne (http://natskin.com)
Alan’s question is around podcasting and blogging, he would like to improve his online footprint but are these activities really necessary? People have a lot of questions about the treatments within his industry…
Our Answer
The thing with podcasts is that they can go as long as you want them to. Some are just over a minute and some are over two hours. If you get a lot of questions a regular podcast would be a great way to go to answer some of those which are frequently asked. There would not be a lot on offer in terms of the beauty industry, so this would be a great opportunity for you to position yourself as an expert in that area. You could even interview the ‘rock stars’ in your industry and help give them more exposure which could at the same time open up doors for you.
Blog posts would be another great way to help with positioning yourself as an expert and becoming a ‘hub’ of knowledge. Again, you can even have guest interviews or guest posts to help with this. If people see you as that knowledge hub, they will start to seek you out every time they want to see more on the beauty industry.
Wendy – CEO and Founder of elginhall.com.au, global and boutique business school.
Wendy’s biggest challenge is around bringing a whole lot of learning from the internet world over the last year and channeling that into creating a profitable website and gathering a lot of prospects and customers. She is currently not seeing monthly downloads.
Our Answer
Wendy is not currently using analytics to measure site visits. We suggest that she measures this, finds out where visitors are coming from and what keywords they are using to find her website. Find out what the market wants first, then go and create a free product and the product funnel. Go back, are there people coming to the site? What is bringing them? Do more to enhance that such as using other methods to get people there.
Rochelle Finch – elitefitness.com.au
Has a bricks and mortar store as well as online. What they are finding is that their industry is very competitive in terms of online pricing. She would like to know what could take people away from just focusing on price and still encourage them to buy online or in the store. Their unique selling proposition is that they are family-owned and target families and the family-owned segment.
Our Answer
Perhaps tap into creating a ‘movement’ such as how Apple is not just about computers. Look at what you are doing to raise the fitness of Australians for example. Also, is there education around the equipment that you sell or rent? How to use, dietary information etc. You could create your site to be a one-stop-shop in terms of fitness and diet. As clients have already indicated that they are interested in training support after purchase, that is a great opportunity for a membership site as Rochelle has been looking at already. It doesn’t have to be all paid or all free, you can have a mixture so that people can choose to upgrade or downgrade.
You could also publish an industry white-paper or study paper to position yourself as a go-to person in your industry. Podcasts are also a great idea to get more exposure. Consistency is the key for results!