Exploiting IT for your Outreach and Marketing – summary

Exploiting IT for Your Outreach and Marketing: Part 1 (Recap)

Brian Kelly’s talk, organised by the Morris Federation on 26 February 2023 via Zoom, focused on leveraging IT tools for enhancing outreach, marketing, and recruitment efforts for Morris dancing sides. With a background in web advisory roles for universities and now volunteering with the Morris Federation, Kelly shared practical strategies for boosting visibility and engagement online.

Key Themes

1. Digital Presence: Kelly emphasised the importance of having an up-to-date and comprehensive online presence. He highlighted how the Morris Federation website has evolved from a basic contact directory to a more public-facing marketing tool. Features such as detailed side descriptions, videos, photos, and hashtags help improve visibility in search engines like Google, making sides easier to discover by potential members and event organisers.

2. Search Engine Optimisation (SEO): Kelly explained how small changes, like adding descriptive text and multimedia content to profiles, can significantly improve search rankings. For example, by incorporating hashtags and concise yet engaging descriptions, a side’s webpage can become more attractive to search algorithms, ultimately driving more traffic.

3. User Personas and Accessibility: Recognising diverse user needs is essential. Kelly introduced the concept of “user personas” to tailor outreach efforts. For instance, some potential members might face logistical barriers, like transportation, while others might prefer accessible language and visuals over complex text. Ensuring websites and marketing materials address these concerns can broaden appeal.

4. Video Content: Short, dynamic videos are powerful tools for engagement. Kelly advocated for creating visually appealing content that showcases the vibrancy and inclusivity of Morris dancing. Videos should grab attention quickly, feature varied clips of dancers and musicians, and include clear calls to action, such as hashtags or links to further information.

5. Community Collaboration: Kelly stressed the value of collective efforts within the Morris dancing community. Sharing best practices, cross-promoting events, and using unified branding strategies can amplify individual sides’ outreach. He encouraged sides to work together to sustain leadership and foster growth for the benefit of the entire community.

Practical Examples

Kelly shared real-world examples, such as how adding hashtags and descriptive content to side profiles led to higher visibility in Google searches within weeks. He also illustrated the role of video content in attracting attention from festival organisers and journalists who may not initially be familiar with Morris dancing.

Technology Tips

• AI Tools: Kelly briefly demonstrated the potential of AI, such as ChatGPT, for generating written content like descriptions or articles. He encouraged sides to experiment with AI to streamline marketing efforts.
• Emerging Trends: He predicted that search engines will increasingly use AI-driven summaries of online content, underscoring the need for well-structured and detailed website information.

Next Steps

This talk laid the groundwork for using IT to enhance outreach and marketing. Kelly concluded by teasing the second part of his series, which will focus on practical techniques for creating and maximising the impact of video content.

In summary, Kelly provided a roadmap for Morris dancing sides to effectively utilise IT tools, ensuring their traditions remain visible and accessible to diverse audiences.