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.
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.
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
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)
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
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
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
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