how to build a digital audience in food and drink in australia
DESCRIPTION
TRANSCRIPT
![Page 1: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/1.jpg)
tomatomedia.com.au
How to Build a Digital Audience for Your Business
TOMATO MEDIA
![Page 2: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/2.jpg)
tomatomedia.com.au
It’s not about
technology.
It’s about people,
what interests
them and talking
to them.
![Page 3: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/3.jpg)
tomatomedia.com.au
It’s called content marketing.
It’s like your own newspaper or magazine.
At the centre sits your website,
the window into your world…
…and a digital call to action
• Stories
• Pictures
• Videos
• Likes
• Comments
• Conversation
![Page 4: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/4.jpg)
tomatomedia.com.au
YOUR WEBSITE
Professionally shot pictures, and well written words can influence people’s
perceptions of you and your products.
ANDINCREASE
SALES
Professionally shot pie
![Page 10: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/10.jpg)
tomatomedia.com.au
YOUR WEBSITEAn easy to one one-
click email sign-up helps build your digital audience
ANDINCREASE
SALES
![Page 11: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/11.jpg)
tomatomedia.com.au
ON YOUR WEBSITEMake buying
easy andone-click
ANDINCREASE
SALES
![Page 12: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/12.jpg)
tomatomedia.com.au
YOUR WEBSITEDon’t hide your
phone number or email address.
Make them clickable from a
phone.
ANDINCREASE
SALES
Call Ed Charles now0425 736 993
![Page 13: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/13.jpg)
tomatomedia.com.au
YOUR WEBSITE
THIS PIE REPRESENTS
100% ofYOUR WEB TRAFFIC
LETS GROW
TRAFFIC
![Page 14: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/14.jpg)
tomatomedia.com.au
THERE ARE OPPORTUNITIES TO APPEAR IN SEARCH
CHECK KEYWORDS WITH GOOGLE
NEW SOURCES SUCH AS YOUTUBE
YOUR BLOG POSTS
DRIVEN BY MEDIA COVERAGE
OFFLINE ACTIVITIES SUCH AS MARKETS, POSTERS, POSTCARDS, SPEAKING
54% Search
Mostly Google
Youtube 2nd largestsearch engine
![Page 15: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/15.jpg)
tomatomedia.com.au
19% DIRECT
People who type inyour url
PEOPLE WHO SAW YOUR WEBSITE SOMEWHERE
WORD OF MOUTH
COPYING FROM A NON-CLICKABLE SOURCE
WEBAPP FROM PHONE
SAVED IN BROWSER
DARK SOCIAL CAN’T BE TRACKED. EMAILS INSTANT MESSAGING
![Page 16: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/16.jpg)
tomatomedia.com.au
THIS SOURCE IS GROWING
FOR RESTAURANTS AND CAFES URBANSPOON IN MELBOURNE
TRIP ADVISOR
YELP REVIEWS EVERYTHING AND GROWING
GOOGLE REVIEWS IMPORTANT FOR BEING FOUND IN SEARCH
FACEBOOK REVIEWS
10% REVIEWS
Review sites suchas Urbanspoon and Yelp!
Ultimate personalendorsement
Quality traffic
![Page 17: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/17.jpg)
tomatomedia.com.au
NEWSPAPERS AND GLOSSY MAGS DON’TLINK SO RANK LOW
BROADSHEET TOP SOURCE
TIMEOUT
CRIKEY!
QUALITY TRAFFIC
7% MEDIA
Directly attributablefrom a link
![Page 18: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/18.jpg)
tomatomedia.com.au
THAT’S MELBOURNE
#RESTAURANTAUSTRALIA
VISIT VICTORIA6% TOURISMRELATED
Directly attributablefrom a link
![Page 19: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/19.jpg)
tomatomedia.com.au
DEPENDS WHICH YOU FAVOUR…
…AND HOW YOU USE IT
FACEBOOK?
TWITTER?
INSTAGRAM?
PINTEREST?
NOT ALL SOCIAL MEDIA TRAFFIC TRACKED
CAN TRACK TRAFFIC USING GOOGLE URL BUILDER
2% SOCIAL MEDIA
Directly attributablefrom a link
Quality traffic
![Page 20: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/20.jpg)
tomatomedia.com.au
GOOGLE SEARCH CHANGES DRAMTICALLY REDUCED IMPORTANCE OF BLOGS
OFTEN SAME OLD SUSPECTS
QUALITY TRAFFIC
1% BLOGS
Directly attributablefrom a link
![Page 21: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/21.jpg)
tomatomedia.com.au
FOOD AND WINE FESTIVALS
LINKS FROM OTHER BUSINESSES2% OTHER
INCLUDING EMAILS
EMAILS HIGHEST QUALITY TRAFFIC SOURCE
![Page 22: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/22.jpg)
tomatomedia.com.au
1. MEDIA
2. EMAIL
3. BLOGS POSTS
AND GOOGLE SEARCH
4. SOCIAL MEDIA
Let’s grow the quality traffic sources
![Page 23: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/23.jpg)
tomatomedia.com.au
IF YOU ARE SMALL AND UNKNOWN IT IS DIFFICULT TO GET MEDIA.
YOU CAN:
ORGANISE AN EVENT WITH SOMEONE BETTER KNOWN
HAVE AN EXPERTISE ABOUT AN ISSUE
BE CREATIVE
OPPORTUNITIES ARE FEW
1. MEDIA
Fragmenting but still the old brandsare the best.
![Page 24: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/24.jpg)
tomatomedia.com.au
MAKE EMAIL INTERESTING AND NOT TOO FREQUENT
YOU CAN NOW SEGMENT YOU LISTS WITH MAILCHIMP.COM
MAXIMISE OPENS RATES
MAXIMISE CLICK THROUGHS
WORK OUT CREATIVE WAYS TO BUILD YOUREMAIL LIST BEYOND WEB SIGN-UPS
2. Email
![Page 25: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/25.jpg)
tomatomedia.com.au
BLOG
Drives search traffic and social traffic
1. A COMPELLING STORY WITH A COMPELLING HEADLINE
2. SEO YOUR LINKS AND PICTURES
3. BUT. YOU HAVE TO PROMOTE IT HARD TOO.
![Page 26: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/26.jpg)
tomatomedia.com.au
It’s how you share the content that matters and you may want to share it for up to two months
http://bit.ly/buff314
Source: bufferapp.com
![Page 30: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/30.jpg)
tomatomedia.com.au
Source: Fastcompany
http://bit.ly/Fast314
LEARN TO STALK OTHER PEOPLE’S FOLLOWERS
STALK BY LOCATION
FAVOURITE
COMMENT
FOLLOW
![Page 31: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/31.jpg)
tomatomedia.com.au
FACEBOOK PAGES:
MORE DIFFICULT TO GET INTO NEWS FEED
ADVERTISING LESS EFFECTIVE AND MORE EXPENSIVE
GREAT CONTENT STILL WORKS.
OFTEN NEED TO POST MULTIPLE TIMES.
AVOID TOO MUCH PROMOTION
80/20 INTERESTING VS PROMOS
Leverage yourpersonal Facebookprofile
![Page 32: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/32.jpg)
tomatomedia.com.au
EASY AND LOW MAINTENANCE
VISUALS WORK BEST EVERYWHERE
LEARN TO STALK OTHER PEOPLE’S FOLLOWERS
STALK BY LOCATION
LIKE
COMMENT
FOLLOW
ALL OF THE ABOVE WORKS FOR TWITTER TOO.
![Page 34: How to build a digital audience in food and drink in Australia](https://reader036.vdocuments.site/reader036/viewer/2022081412/540f65ef8d7f72927e8b50e3/html5/thumbnails/34.jpg)
tomatomedia.com.au
TALK TO OPINION FORMERS ON TWITTER
THAT INCLUDES JOURNALISTS
STALK FOLLOWERS
STALK PEOPLE OTHERS FOLLOW
STALK TWITTER LISTS
STALK INSTAGRAM LIKES
STALK BY GEOTAG
IN SUMMARY:
Know your audience
Be awesome
Be Interesting
Talk about other people
Share, link, like and comment
Pictures are worth 1,000 words