Wondering if you should be using social media to promote your small business? Maybe you’re already using social media but wonder if it’s worth the time suck. Are your marketing channels reaching the right audience? Are you seeing the results from your social media campaigns? These are questions many small business owners are asking themselves as they weigh the pros and cons of social media marketing. In this presentation we’ll explore how engagement marketing is turning traditional marketing on its end. You will learn what channels can be appropriate for your business and how to develop a social media plan that helps keep you on track. You’ll also learn how to avoid common social media mistakes.

1. Social Media Tips
For Coaches
“It’s All About
The
Relationship”

2. About the workshop
 Traditional vs relationship marketing
 Pros and cons of using Social Media
 Comparison of top platforms
 Common social media mistakes
 Diving deeper into Facebook & LinkedIn
 Integrating email marketing with SM
 Tips and resources to get you started
 1 ½ hours, time for questions after
 No need to take notes. Slides will be provided.

3. You’ll Receive a SPECIAL OFFER

4. Liz Provo
& Mass Marketing Resources
 Self employed since 2001- owner
of Mass Marketing Resources
 Background in sales, marketing &
customer service
 Early adopter of blogging, social
media and email marketing
 Authorized Local Expert &
Accredited Solution Provider for
Constant Contact
 Marketing consultant, coach and
trainer/educator
 @massmarketing (Twitter)
 Hashtag - #SMAgBiz

5. Where do your BEST customers
come from??

6. Referral

7. Referral . . .
Word of Mouth Marketing

8. Word of mouth marketing is
very SOCIAL!

9. Social Media Has Changed The Way
Businesses Market Themselves
Friends trust friends.
Friends buy based upon
friend’s opinions.
Website reviews (Yelp,
Google, TripAdvisor, etc.
Social media mentions,
interactions, photos

10. For example
Traditional Message
 Five Guys Burgers: We have
the best burgers in town!
 Atty. Paolini: Be represented
by me at your next real estate
closing.
 Liz Provo: I’m the best
marketing coach in Western
Mass!
Social Media Message
 Foursquare: “Five Guys Burgers
on Riverdale is awesome. Try
the garlic fries!
 Yelp: Mike Paolini is a hard
working and experienced real
estate attorney. I highly
recommend him.
 LinkedIn: I've attended more
than one workshop/seminar
that Liz has run. In each one
she had an informative
conversation with all of the
participants and kept everyone
involved. (A.J. Crane, Crane
Construction)

11. Consider . . .

12. Traditional vs.
Social?

13. The Buying Cycle
 It takes approx. 6 “touches” to convert
 Some will buy immediately
 Some will buy at some point
 Some will never buy
Keep your name “top of the mind”

14. Traditional Marketing
 Transactional - all about making
the sale.
 Based on the 4 P’s:
Price, Product, Placement &
Promotion
 Forced on consumer: Print
ads, Radio/TV, direct mail, trade
shows, billboards
 Direct selling/tangible

15. The Traditional Sales Funnel
 Biggest effort on finding
customers
 Convert (making the sale)
 Smallest effort spent on
keeping the customer
Source: Social Media
Quickstarter – Constant Contact

16. Social Marketing
Today’s marketing is
about building
relationships with
customers and peers.
Relies on the Internet
Consumer driven

17. “Flipping the Funnel” –
Joseph Jaffe (www.jaffejuce.com)
 Smallest effort spent finding
customers
 More effort on converting
 Most effort on KEEPING. It’s
what comes after the sale
that counts
 Social media (& email
marketing) keeps them
coming back – it’s the
relationship that counts!
Source: Social Media
Quickstarter – Constant Contact

18. Are You Ready For Social Media?
 Do you have a website?
 Is your marketing plan in place?
 Have you allocated sufficient time
for upkeep and maintenance?
 Do you have the technical
knowledge to create and use
your chosen platforms?

19. Social Media: The Pros & Cons
 Increases exposure
 Builds brand loyalty
 Increases traffic to
website/blog
 Improves SEO (search
engine optimization)
 Measurable results
 Free (DIY) or low cost
 Takes a lot of time to
maintain well
 Takes time to build
relationships & loyalty
 Can’t always control it easily
as it’s a 2 way relationship
 You don’t own the platform
 Free doesn’t mean it doesn’t
cost anything
PROS CONS

20. Which Platforms?
Understand your
demographics
Go where your
customers/clients
are

21. The Big Players
 Facebook 163-mill. Users in US (people “like” your
business, wide demographic)
 LinkedIn 77-mill. Users in US (very professional,
decision makers, higher income, male/female
equal). Individual and company page.
 YouTube 800 mill. Videos watched per month, (2nd
biggest search engine, very wide demographic)
Owned by Google
 Twitter 175 mill. Tweets/day in 2012, (can follow
anyone)
 Google+: Author rank may be vital key to SEO
Owned by Google. Individual and company
pages
 Pinterest, Houzz, Foursquare, Tumblr, Instagram

22. Common Social Media
Mistakes
 Jumping in without a plan
 Choosing too many platforms
 Choosing the wrong platforms
 Starting out well, then abandoning
 Setting up accounts incorrectly
 Not understanding the
rules, especially Facebook
 Using incorrect lingo (hashtags on
Facebook, etc.)
 Not understanding the importance
of relationship building – promotion
vs. conversation
 Not being yourself

23. Facebook
 Don’t use a personal page for your
business.
 Lock down personal page if desired
 Complete the About Us sections &
include website
 Use tabs – integrate w/ mailing list
signup, etc.

24.  Calls to action now allowed – “like us”, “buy this”, “Download FREE
something”
 Text must be no more than 20% of cover photo
 Cover photo dimensions: 851 x 315, leave space for profile pic in lower left
 Profile pic now 160 x 160
Facebook Design – New Rules

25. The Laws of Attraction
 Know your audience!
 Provide quality content
 Learn what days & times get highest
rates of interaction for your industry
 Pre schedule some posts (save time)
 Maximize image impact by
repositioning
 Put important content first – shorter
posts get more engagement

26. Increase Engagement
 post + video = 100% more
engagement
 post + picture = 120% more
engagement
 post + photo album = 180% more
engagement
Source: Facebook, “Best Practices for your Page
and media strategy” (March 2012)

27. Interact, be the expert
 As a person, “Like” businesses (check
“get notifications” & “show in
newsfeed”
 As a business, “Like” other businesses
 Like, comment and share other posts
www.facebook.com/massmarketing1
 Look for quality 3rd party content to
share
 Reply to comments – NEW!
Must be timely for EdgeRank
points! (Facebook’s grader)

28. Facebook No No’s
 Skip the salesy pitch
 Don’t “like” your own comments
 Don’t depend on automation (Hootsuite,
etc.) –Edgerank is lower
 Don’t focus on “likes”
 Never BUY fans
 Don’t post the same message everywhere
 Don’t ignore comments
 Don’t over-share (no more than 2X day)

29. LinkedIn
 Complete profile using effective
keywords – great SEO
 Add a picture – no shady
silhouettes
 Join groups that align with your
values & interests
 Tweak profile every so often
 Post a status once in a while

30. Grow Connections
 Invite by email
 Search “people”
 Scan “people you may know” frequently
 Don’t send invitations to connect from
the “people you may know” area.
 Click on profile first, then invite. Change
the default text.
 Tag connections
 Message 1 contact or a category
 Take it offline, too!

31. Putting The Social Media Wheel In Motion
 Your website is the
HUB. You own it.
 Social media
platforms are the
SPOKES. You RENT
them.
 Push content to and
from what you OWN
 Email marketing is
the GLUE
Website
Facebook
YouTube
LinkedIn
TwitterPinterest
Email
Marketing
Blog

32. It’s All About The Relationship
Building Trust, Connections, Engagement
www.inmaps.linkedinlabs.com

33. What three things did you just learn?

34. More Resources
 Sign up for my newsletter for monthly
marketing tips, free stuff and tech tips
 Subscribe to my YouTube channel and
watch tutorials
 Follow me on Facebook, Twitter and
Pinterest
 Connect with me on LinkedIn
 Slides available on Slideshare shortly
Mass Marketing Resources
http://www.massmarketingresources.com

35. Your SPECIAL OFFER

36. Thank you.
Comments? Questions? Thoughts?