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Strategies for Getting Local Business

x Create  a  website  as  your  central  hub.  (See  ďĞůŽǁ͞ƵŝůĚLJŽƵƌďƌĂŶĚĂŶĚŝŶĨůƵĞŶĐĞďLJďůŽŐŐŝŶŐ͟ǁŚĞƌĞ/ƐŚŽǁLJŽƵĞdžĂĐƚůLJŚŽǁƚŽƐĞƚƵƉLJŽƵƌ

website.)  

x Claim  your  free  Google  Business  Listing  so  that  you  show  up  in  local  searches.    ŽĂƋƵŝĐŬ'ŽŽŐůĞƐĞĂƌĐŚŽĨW͘ůůŝƐƌƵŵƐĂŶĚLJŽƵ͛ůůďĞĂďůĞƚŽƐĞĞ
our  listing.  

x Create  accounts  on  Yelp.com,  Foursquare,  Citysearch.  Create  promotions  available  online  from  these  sites.  

x Encourage  your  customers  to  submit  reviews  of  your  work  to  your  website,  Google,  Yelp,  or  other  places  online.  Not  all  reviews  will  be  good,  so  
ŵĂŬĞƐƵƌĞLJŽƵĚŽŶ͛ƚŐŝǀĞĂŶLJŽŶĞĂreason  to  write  a  bad  review!  

x Create  Ă͞ƌĞĨĞƌĂĨƌŝĞŶĚ͟ƉƌŽŐƌĂŵǁŚĞŶ  someone  who  refers  a  customer  to  you  gets  a  small  fee  for  sending  business  your  way  (only  if  they  buy  of  
course!)  

x Email  local  reporters  in  the  business  section  of  your  newspaper  and  inform  them  of  the  grand  opening  of  your  Custom  Drum  Company.  Inquire  
about  paid  advertising,  but  ask  if  there  is  an  area  for  free  business  listings  on  the  website.    

o Tell  your  story  in  a  way  that  makes  a  local  reporter  want  to  cover  it.    

ƒ Example  of  a  boring/bad  story:  Headline:  Local  Man  Starts  Custom  Drum  Company  -­‐    /͛ǀĞĂůǁĂLJƐǁĂŶƚĞĚƚŽďƵŝůĚĂĚƌƵŵƐĞƚ͕ƐŽ
one  day  I  just  decided  to  build  one,  and  then  thought  I  should  make  a  business  out  of  my  hobby.  

ƒ Example  of  an  exciting/good  story:  Headline:  Local  Drummer  Quits  Day  Job  to  Start  Dream  Business:  Building  Custom  Drums  ʹ  I  
was  tired  of  punching  the  clock  everyday  and  working  for  the  man.  Drums  have  always  been  a  passion  of  mine  and  now  I  get  to  
build  them  for  a  living!  I  had  built  a  drum  set  a  few  years  ago  from  the  help  of  a  website  called  Makedrums.com,  and  I  played  a  few  
gigs  with  it  and  had  multiple  offers  from  drummers  in  other  bands  to  buy  it  from  me  after  the  show  that  I  was  playing!  I  never  
thought  that  I  would  start  my  own  business,  but  the  demand  has  grown  so  much  that  I  am  able  to  quit  my  day  job  in  order  to  focus  
on  building  custom  drums  for  customers!  

ƒ ŽŶ͛ƚůŝĞĂďŽƵƚLJŽƵƌƐƚŽƌLJ͕ďƵƚĐƌĂĨƚLJŽƵƌƐƚŽƌLJŝŶĂǁĂLJƚŚĂƚĂƉƉĞĂůƐƚŽĂůĂƌŐĞƌĂƵĚŝĞŶĐĞ͘;ďƵƐŝŶĞƐƐŵŝŶĚĞĚƉĞŽƉůĞ͕ŵƵƐŝĐŝĂns,  
inspirational  stories)  

How  To  Make  Custom  Drums  |  Version  3.0  |  Philip  Ellis  |    

 x Email  local  bloggers  to  and  ask  them  to  write  about  the  grand  opening  of  your  Custom  Drum  Company.  Allow  them  to  get  a  small  fee  for  any  
referrals  they  send  your  way  that  actually  buy  from  you.  

x Partner  with  local  drum  shops.  When  P.  Ellis  Drums  partnered  with  3  local  drum  shops  in  Texas,  it  suddenly  put  us  on  the  map.  People  started  
calling  us  day  and  night  to  get  more  info  about  how  we  could  build  them  custom  drums.  

o We  were  extremely  selective  with  what  drum  shops  we  wanted  to  work  with.  We  made  deals  with  certain  drum  shops  in  each  city,  and  
promised  them  that  they  would  be  our  exclusive  P.Ellis  Drums  dealer  for  that  City.  When  you  make  your  drums  exclusive  to  a  certain  drum  
shop,  it  automatically  gives  your  drums  more  value,  it  also  gives  whatever  drum  sŚŽƉLJŽƵƌŝŶŵŽƌĞǀĂůƵĞ͘zŽƵĂƌĞĞƐƐĞŶƚŝĂůůLJƐĂLJŝŶŐ͞zŽƵ
ĐĂŶ͛ƚŐĞƚŽƵƌĚƌƵŵƐĂƚ'ƵŝƚĂƌĞŶƚĞƌ͘zŽƵĐĂŶ͛ƚŐĞƚŽƵƌĚƌƵŵƐĂƚƚŚĞĚĞĂůĞƌϮϬŵŝůĞƐĂǁĂLJ͘zŽƵĐĂŶŽŶůLJŐĞƚŽƵƌĚƌƵŵƐĂƚƚŚŝƐ  one  
exclusive  drum  shop  because  we  think  they  are  the  best  drum  shop  in  toǁŶ͘͟  

o ŶŽƚŚĞƌŐƌĞĂƚƚŚŝŶŐĂďŽƵƚƉĂƌƚŶĞƌŝŶŐǁŝƚŚůŽĐĂůĚƌƵŵƐŚŽƉƐŝƐƚŚĂƚLJŽƵĚŽŶ͛ƚŚĂǀĞƚŽŽƉĞŶƵƉLJŽƵƌƐŚŽƉƚŽƌĂŶĚŽŵƉĞŽƉůĞĂůůƚhe  time.  
People  who  are  interested  in  your  drums  will  naturally  want  to  be  able  to  see  them,  touch  them,  and  play  them.  I  know  ƚŚĂƚ/ĐĂŶ͛ƚƐƉĞŶĚ
my  days  scheduling  people  to  come  tour  the  shop  just  so  they  can  see  the  high  quality  drums  we  make.  However,  I  can  tell  them  ͞/ĨLJŽƵ
would  like  to  see  and  play  our  drums  they  are  exclusively  sold  at  _______  Drum  Shop  on  Anderson  Ln.  Go  ƐĂLJ͞,ĞLJ͟ƚŽͺͺͺͺ;ƚŚĞŽǁŶĞƌͿ
ĂŶĚƚĞůůŚŝŵƚŚĂƚ/ƐĞŶƚLJŽƵƚŽĐŚĞĐŬŽƵƚŽƵƌĚƌƵŵƐ͘,ĞǁŝůůƚĂŬĞĐĂƌĞŽĨLJŽƵ͊͟  

How  To  Make  Custom  Drums  |  Version  3.0  |  Philip  Ellis  |    

Strategies For Growing Your Platform

Start  By  Building  A  Brand  Online  

/ĚŽŶ͛ƚĐĂƌĞŝĨLJŽƵĂƌĞŐŽŽĚǁŝƚŚĐŽŵƉƵƚĞƌƐĂŶĚƚĞĐŚŶŽůŽŐLJŽƌŝĨyou  were  barely  able  to  open  this  PDF  document.  You  must  (for  the  sake  of  your  
business)  start  using  the  web  for  your  business.  

There  are  some  key  components  to  building  your  brand  online:  

x Your  Website  ʹ  This  is  your  central  hub  for  your  business.  This  should  be  where  you  post  the  latest  news  and  updates  from  your  business.    

Build Your Brand and Influence by using Social Media

x Twitter,  Facebook,  Youtube  ʹ  All  three  of  these  tools  are  important  to  create  a  unified  brand  to  communicate  and  invite  your  customers  and  
potential  customers  to  enter  in  to  a  conversation  with  you.  

x Hootsuite  ʹ  Amazing  FREE  tool  that  allows  you  to  manage  multiple  social  media  accounts.  I  started  using  it  to  schedule  future  posts  for  my  twitter  
account,  but  since  I've  started  using  it  they  have  expanded  to  include  Facebook  and  many  other  social  networks.  This  is  also  a  great  tool  for  
unified  mass  syndication  of  blog  content.    

x Tweet  Adder  ʹ  I  use  this  program  every  day  to  automate  and  grow  multiple  twitter  accounts.  Voted  best  twitter  adder  software  for  PC  and  MAC,  
but  this  is  so  much  more  than  a  twitter  adder  program.  The  month  after  I  started  using  it,  my  traffic  from  twitter  had  increased  825%.  I  use  it  to  
automate  the  following  and  un-­‐following  of  users,  automate  my  twitter  accounts  to  post  something  every  day,  and  to  automate  direct  messages  
sent  to  people  who  follow  me.  On  average  I  gain  anywhere  from  60-­‐100  new  twitter  followers  a  day  using  this  program.  

x Instagram  ʹ  /͛ǀĞƌĞĐĞŶƚůLJƐƚĂƌƚĞĚƵƐŝŶŐ/ŶƐƚĂŐƌĂŵ͕ĂŶĚ/͛ǀĞƐĞĞŶƐŽŵĞŝŶĐƌĞĚŝďůĞƌĞƐƵůƚƐ͘>ŽƚƐŽĨƉĞŽƉůĞĂƌĞŝŶƚĞƌĞƐƚĞĚŝŶ  seeing  the  drums  you  

make,  not  just  hearing  about  them.  They  love  being  taken  behind  the  scenes.  My  strategy  with  Instagram  is  similar  my  twitter  strategy.  I  follow  
the  followers  of  a  well-­‐known  brand  (SJC  Drums,  Modern  Drummer  or  Evans  Drum  Heads)  in  the  hopes  that  the  people  get  the  message  that  I  just  
started  following  them,  and  they  look  at  my  profile,  like  it,  and  follow  me  back.  

How  To  Make  Custom  Drums  |  Version  3.0  |  Philip  Ellis  |    

Build Your Brand and Influence By Blogging (How to Set Up Your Website)

Disclaimer:  Below  I  have  outline  the  steps  to  set  up  a  website.  If  you  need  more  assistance  than  this  tutorial,  I  suggest  you  go  with  getting  a  website  from  
The  Free  Blog  Factory.  It  may  cost  more  in  the  long  run  to  go  with  them,  but  the  support  you  get  for  setting  up  your  site  will  be  very  good.  

I  know  that  you  may  think  some  of  this  is  over  your  head,  but  I  am  providing  you  step  by  step  instructions  to  building  your  website,  and  I  am  confident  
that  you  can  do  this!  As  you  read  these  emails  I  encourage  you  to  take  action.  You  don't  want  to  be  stuck  at  step  #1  a  month  from  now.  The  sooner  you  
take  action,  the  sooner  you  will  see  results!  

Claim  Your  Web  Property  

Finding  the  right  domain  is  extremely  important.  For  those  who  don't  know,  a  domain  is  the  .com  address  you  enter  into  a  browser,  for  instance  
www.makedrums.com.  A  few  questions  you  need  to  ask  yourself  when  selecting  a  domain  are:  
   

1. Does  this  domain  name  reflect  the  type  of  content  that  I  will  be  blogging  about?  

2. Is  this  domain  name  easy  to  remember?  Is  it  catchy?    

a. Anything  but  a  .com  will  be  difficult  for  a  reader  to  remember  (don't  get  .net,  .info...  etc)  

b. Keep  it  at  3  words  or  less  if  possible  (www.makedrums.com)    

3. Is  my  domain  name  easy  to  spell,  and  are  there  any  common  misspellings?      
   
Once  you  think  of  your  domain  name  you'll  need  to  buy  it.  I  have  always  used  GoDaddy  to  buy  my  domains  from.  They  are  the  world's  largest  
domain  registrar,  mostly  because  they  are  also  the  cheapest,  and  best  (in  my  opinion).  I  would  recommend  buying  your  domain  from  GoDaddy.  
   
GoDaddy  will  try  to  up-­‐sale  you  around  every  corner  as  you  try  to  check  out,  but  don't  be  fooled  into  buying  anything  extra,  you  only  need  to  buy  
a  domain  name  from  them.  Once  you  find  a  domain  you  want  to  buy,  click  the  add  to  cart  button,  and  then  proceed  to  click  the  next,  and  
continue  to  registration  buttons  until  you  end  up  at  the  'Review  your  shopping  Cart'  page.  GoDaddy  automatically  sets  your  registration  term  to  5  
years,  and  it's  up  to  you  if  you  want  to  change  it.  

Congratulations  you  now  own  your  own  piece  of  the  web!  

How  To  Make  Custom  Drums  |  Version  3.0  |  Philip  Ellis  |    

Set Up Hosting For Your Website

You  will  need  a  reliable  host  to  actually  put  your  website  online.  The  host  is  also  a  very  important  part  of  your  business  because  if  your  host  goes  
down...your  website  goes  down,  and  you  can't  maintain  your  brand  when  your  site  is  down!  I  personally  use  a  company  called  Eleven2.  I  have  used  them  
since  2008  and  have  never  had  any  issues  with  them.  In  fact  I  accidently  erased  one  of  my  sites  by  messing  around  with  some  of  the  backend  stuff  that  I  
had  no  business  messing  with,  and  Eleven2  was  able  to  restore  the  site  within  24  hours.  
   
Benefits  of  using  Eleven2:  
1.  You  can  host  an  unlimited  number  of  websites  with  them  (I  have  over  10)  
2.  You  have  an  unlimited  amount  of  protected  storage  
3.  You  have  an  unlimited  amount  of  bandwidth  
4.  You  may  create  an  unlimited  amount  of  email  addresses  
5.  You  can  install  Wordpress  with  1  click!  
6.  I  use  it  and  can  show  you  the  ins  and  outs  of  it  if  you  need  help!  
   
When  you  buy  your  hosting,  you  may  come  to  a  page  that  asks  if  you  want  to  register  a  new  domain,  transfer  a  domain,  or  update  the  nameservers  on  an  
existing  domain.  Choose  to  update  the  nameservers  on  an  existing  domain.  

Change The Name Servers to Connect Your Domain To Your Host

This  is  pretty  simple,  just  log  in  to  you  GoDaddy  account  and  click  Domains  >  My  Domains  and  then  click  on  your  domain.  Now  click  on  the  Nameservers  
Icon  and  change  the  custom  nameservers  to  the  ones  your  hosting  provider  emailed  you,  for  Eleven2  they  look  like  this:  
 
NS1.eleven2.com  
NS2.eleven2.com  
 
Once  this  is  done,  you  will  now  be  able  to  upload  and  install  your  blog!  

 
How  To  Make  Custom  Drums  |  Version  3.0  |  Philip  Ellis  |    
Install Wordpress Using CPanel ² Softaculous

Log  in  to  your  hosting  account's  cpanel  with  the  username  and  password  you  supplied  your  host.  (You  may  go  to  yourdomain.com/cpanel  and  log  in  
there)  
Click  on  the  Softaculous  Icon  in  the  software/services  box.    
Click  on  Wordpress  
Click  install.  
Fill  out  the  information  and  click  install  Wordpress.  That's  it!  Your  done!  Bookmark  your  Wordpress  login  site  and  check  out  your  website!  

Write Your First Blog Post!

Login  into  your  Wordpress  dashboard  at  yourdomain.com/wp-­‐login.php  

Look  on  the  left  hand  side  and  click  posts,  click  add  new  and  start  writing!  Congratulations  you  have  just  created  a  website  for  your  drum  company!    

Customize Your Site With a Theme and Plug-­ins

One  of  the  greatest  things  about  using  Wordpress  is  being  able  to  customize  the  way  your  website  looks.  I  am  by  no  means  a  designer,  or  a  programmer,  
but  I  have  been  able  to  make  every  website  that  I  own  all  by  myself.  How  is  this  possible  you  ask?  By  using  professionally  designed  Wordpress  themes.    

There  are  tons  of  free  Wordpress  themes  out  there  that  you  can  start  using  for  your  site,  in  fact  my  website  used  a  free  theme  for  the  first  year  of  ŝƚ͛Ɛ
existence!  To  help  you  cut  through  all  of  the  junk  themes  that  you  will  find  on  the  Internet  I  thought  you  might  want  to  check  out  some  of  the  best  places  
to  get  themes:  

x Elegant  Themes  

x Mojo  Themes  

x Standard  Theme  (Makedrums.com  theme)  

Once  you  have  sifted  through  the  themes  and  purchased/downloaded  the  theme  of  your  choice  just  log  into  your  Wordpress  admin  control  panel,  click  
appearance,  install  themes,  upload  the  zip  file  and  activate  the  theme!  Play  around  with  the  new  theme  and  use  the  theme  control  panel  to  test  and  
customize  your  website  using  the  different  features.    

How  To  Make  Custom  Drums  |  Version  3.0  |  Philip  Ellis  |    

Start Optimizing For Search Engines

Once  you  have  your  theme  installed  you  should  go  ahead  and  make  some  changes  to  some  of  the  default  settings  that  Wordpress  chooses.    

One  of  the  first  things  you'll  want  to  do  is  change  how  Wordpress  names  each  individual  post  on  your  site.  By  default  it  names  each  new  blog  post  with  a  
number.  Search  engines  don't  like  numbers.  Numbers  don't  tell  a  search  engine  what  a  blog  is  about.  EX:  What  would  you  like  better  if  you  were  a  search  
engine;  makedrums.com/?p=1  or  makedrums.com/how-­‐to-­‐build-­‐a-­‐custom-­‐drum-­‐set  

To  make  this  change  just  go  to  your  dashboard,  click  settings  >  permalinks.  Choose  to  the  custom  structure  button  and  enter  in  /%postname%/  into  the  
form.  Save  Changes.      

Next  you'll  need  to  optimize  your  blog  title  and  description.  I  use  a  plugin  called  The  All  in  one  SEO  Pack.  This  plugin  is  free  and  is  widely  used.  In  order  to  
easily  install  it,  just  go  to  your  dashboard>plugins>Add  New>  search  for  All  in  one  seo  pack>  Find  the  one  called  "all  in  one  seo  pack"    and  click  install  
now>Activate.  Now  you'll  need  to  configure  the  plugin.    

The  most  important  part  of  configuring  is  picking  your  title,  your  description  and  your  keywords.  The  title  is  the  name  of  your  website  or  business  EX:  
Makedrums.com  ʹ  How  to  Make  Custom  Drums.  The  Description  is  a  keyword  rich  sentence  about  what  your  website  is.  EX:  How  to  Make  The  Custom  
Drum  Set  of  Your  Dreams!  The  home  keywords  is  a  list  of  your  targeted  keywords  that  people  will  type  in  when  you  want  them  to  find  your  website.  EX:  
Custom  Drums,  Drum  Shop,  Drum  Set,  Custom  Snare  Drum.  

If  your  domain  name  is  something  like  BBDCO.com  instead  of  using  that  for  your  title,  you  may  want  to  pick  something  more  descriptive  like  "BiůůLJŽď͛Ɛ
Drum  Company."  

Another  key  SEO  tool  is  a  free  plugin  called  Google  XML  Sitemaps.  Search  for  it  the  same  way  to  download  and  install  it!  This  creates  a  back  end  page  of  
all  your  posts,  links,  pages,  and  content  for  Google  to  easily  crawl  your  site  and  point  others  to  your  site.  

dŚŽƐĞĂƌĞƐŽŵĞŽĨƚŚĞĨŝƌƐƚƚŚŝŶŐƐLJŽƵ͛ůůǁĂŶƚƚŽĚŽǁŚĞŶŝŶƐƚĂůůŝŶŐLJŽƵƌǁĞďƐŝƚĞ͘'ŽŽĚ>ƵĐŬ͊  

If you have any questions feel free to email me ² Info@makedrums.com

How  To  Make  Custom  Drums  |  Version  3.0  |  Philip  Ellis  |