Social Media for Small Businesses - Part 2
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Why online marketing demands a story rather than facts. How to build a "core story" for your business and translate it to different online platforms. How to build an online marketing funnel and flow system. This presentation was given at Renaissance Center in San Francisco in August, 2011, by online branding strategist Miki Johnson.
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Social Media for Small Businesses - Part 2
- 1. Social Media for Small Businesses Part 2: Building an Online Strategy
- 2. What is a brand? “A brand is a promise. It is whatever people think, feel, trust, and believe you, your business, or your product will give them if they buy from you.”
- 3. A trust economy The edges between work and social life are blurring. People are shifting their social network into their work networks and vice versa—business associates and childhood friends, side by side. We prefer to buy from people that are like us.You like Batman movies? Me too! That may not always be enough to move a sale, but it shows your human dimensions. When you enter a market, be a real person. Act like one, care like one, and feel like one. Those subtle signals, verbal and non-verbal, help people figure out how to react to you and see whether they should hand you any of their attention. The relationship comes before the sale, not the other way around. Make your customers friends. Not in an ushy-gooshy “let’s all go out and get tattoos” way. But, care about these people. Treat them like what they are -- your gold.
- 4. Finding your core story
- 5. Why a story? Easy to remember and share Human’s crave stories (so does the press) It will make it easier for you to talk about yourself A person is easier to trust than a business
- 6. Your core story in three sentences Who you are Why you started your business What promise you’re making (how they will be affected)
- 7. What are you naturally? Sharer Connector Reviewer Educator Comedian
- 8. Create a style sheet What you do and don’t say How you react to criticism How you talk about your competition How you share your own accomplishments How you talk to/about clients
- 9. Creating Your Marketing Funnel
- 10. What is a marketing funnel? Definition: A standardized process for identifying and making contact with a prospective client that serves to move them further down a contact “funnel” towards purchase and established customer loyalty.
- 14. More people Random search Facebook Twitter Blog Website Email More time Phone call Less time Purchase Review/Recommend Less people M
- 15. Organizations Search Facebook Review sites Twitter Blog Website About Contact Purchase Purchase site
- 16. Build your funnel Overall: From first touch to final Place each online forum on the funnel Also create smaller funnels for each platform Establish end goal for each platform, build strategy
- 17. create a customer profile Who are they? What do they do online? How will they find you? (Search, press, recommendations, org.) Write a story of how they move through your funnel
- 18. The Purchase Funnel (trust) Implementation ($1,000+) Consultation ($200/hour) Workshop ($250) Book ($25) White paper ($5) Cost Blog (free) More time Less time Client’s input
- 20. Why? Increase efficiency and prioritize resources See who is talking about you and what they’re saying Improve website and online platforms Find untapped markets
- 21. How? Analytics Google Alerts Search Twitter/Facebook/Yelp Trackable URLs Gut reaction
- 22. What to look for Traffic sources Exit page Bounce rate Geography Funnel percentages