Archive for Case Study
Here in Part 5 we’ll cover some of the social media steps we’ve taken to achieve our objectives.
First was the creation of a custom Facebook Fan Page for Kirkell Silk Studios. Many thanks to Facebook Fan page designer WebWendy who was a pleasure to work with, coming in on time and on budget! In Part 3 you can read more about why Kirkell Silk Studios has a Facebook fan page and how we’re measuring the results. The Fan page now has 25 fans – the number needed for a custom url. We invite you to become a fan!
Next we created a custom YouTube Channel for Kirkell Silk Studios. YouTube is the #2 search engine and since Jamie’s painting lends itself to being recorded and he’s not camera shy, we’ve developed a schedule for adding video content to the site. We’ll use YouTube’s analytics as one of several tools to measure and determine if we’re achiving our goals. We invite you to subscribe to his channel!
One of the most important changes we made to Jamie’s website was the addition of a blog. A well written blog provides new content to a website making it more search engine friendly. In addition, the blog offers the opportunity for Jamie to stay connected with and engage in conversations with those who are interested in his work – either as buyers or students. Businesses that blog get 55% more visitors to their websites and 57% of businesses have acquired a customer through their blog.
Niche Networking Sites:
Most people have heard of the larger social networking sites such as Facebook but there are many, many smaller sites that focus on a special interest. The art world has many ‘niche’ sites and we’ve found several that may be of interest to Jamie for community, marketing, information and networking. A few of the sites are
Amateur Illustrator, Deviant Art, Coroflot and Colour Lovers.
If you’ve been following this Case Study series, you can see what we’ve done to successfully create an internet and social media presence for Kirkell Silk Studios.
Right now we’re monitoring the various analytics reports and we’re able to see an increase in traffic and exposure for his brand . In the future we hope to share some of the analytics data with you.
Is your small business using social media? If you’d like to bring your business online, just email us!
Earlier this week we introduced you to a new client of ours, Master Silk artist Jamie Kirkell. You can find the case study Introduction here.
Today is the first post documenting our step-by-step progress. We invite you to follow along in the coming weeks as we discuss our strategy and implement the ‘action plans’ to market Jamie’s business online.
Master silk artist Jamie Kirkell contacted us because he was looking for a way to market his silk scarves online. He had a website, Kirkell Silk Studios, but felt it was more like a brochure and didn’t accurately convey his personality or his interest in connecting with people. In addition, he wanted to be able to sell his hand painted silk scarves from his website but it wasn’t set up to do that. He was also interested in using social media to market his business.
Our services are not ‘one size fits all’ so before developing a strategy and action plan for our clients, we like to find out more about them, their business and their marketing goals. To do this, we utilize a comprehensive questionnaire/checklist that we developed and have refined over the past few years. After reviewing the responses, we’re able to create a customized internet and social media marketing plan that’s tailored to meet the specific needs of each client.
Our questionnaire is divided into 5 main content areas:
- General Information
- Business Specifics
General information is an overview of the business – its history, how it started, what item(s) are sold or services are provided, what our client’s role in the business is, etc.
Business Specifics goes more into depth about the business – describing the target market(s), doing a SWOT analysis (Strengths, Weaknesses, Opportunities & Threats), defining the UVP (unique value proposition), identifying the competition, etc.
Marketing covers all current and past marketing efforts focusing on what worked, what didn’t and why. It defines which products or services are the best sellers, which bring in the most profit (not always the best sellers), what problem(s) these products or services solve for their customers, how the business maintains contact with previous, existing and future customers and more.
Resources refers to monetary resources (the budget), people resources (staff) and time (# of hours) available to devote to an internet/social media marketing program.
Goals are how each specific business defines success. When we prepare our report, we create SMART objectives to help our clients reach their goals. SMART objectives are Specific, Measurable, Achievable, Realistic and Time-framed.
We met with Jamie last week and after processing all his information, we developed a Strategy Report and Action Plan to market his business online. Details in the next installment!
BTW – as our case study progresses, we welcome your input, thoughts, ideas and suggestions!
I’d like to introduce you to a new client of ours: Master silk artist Jamie Kirkell of Kirkell Silk Studios.
Jamie’s studio is in Sarasota, FL but his art work has been shown in major New York galleries as well as internationally. Companies such as TRW, IBM, Metropolitan Life and Adria Labs International all feature his distintive works. Jamie also creates a line of beautiful, hand painted silk scarves and Judaica items.
Jamie recently hired us to develop an internet and social media strategy for his business and to implement it. He has graciously agreed to let me share his journey with you. I’ll be posting regular updates here on the blog so you can follow his progress. Use the RSS feed (the small orange button to the left of this post) to subscribe to our blog and be notified of each update so you won’t miss a thing!
If you’re not sure how to subscribe, this short (1 min 6 second) video explains how to use Google Reader with an RSS feed: