Bad Penny Factory's presentation covering insights on digital marketing for small businesses.

2. DIGITAL MARKETING
FOR SMALL BUSINESSES
Christine Collins
Presented By

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Christine Collins
Creative Director
HELLO
Former Digital Media Manager of several Fortune 100
companies with over 10 years of industry experience.
A professional with a strong reputation and direct
access to key social media influencers, creatives and
technical specialists. As Director of Bad Penny
Factory, she advises small businesses, entrepreneurs
and non-profits on their digital footprint.
Christine holds a Bachelor of Science degree in
Design from the Oklahoma State University.

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Facebook, Twitter, Instagram, LinkedIn,
Pinterest, Snapchat – what is social
media really about and why is it relevant
to me?
Social Breakdown
With so many social media options, how
do I choose where to spend my time
online? How do I engage with people
and what should I post?
Pick Your Playground
MAP TO THE CHAT

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How do I gain followers and trend
content? How do I become a trusted
author and draw people into
conversations?
Build a Community
My content is awesome so how do I
reach more people? What other digital
marketing tools will help me spread the
word about my business?
Boost Your Story

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I now spend several hours a week on
social media so is all this work paying
off? How do I know if I’m making an
impact on my business?
Measure Results
Celebrate your content! Nurture and
love what you’ve built online so it won’t
fade away. Take time to evaluate,
recalibrate and execute.
Rinse and Repeat

7. SOCIAL BREAKDOWN
Why should digital marketing and social media be important to me?

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7.395
3.419
2.307
3.790
Total
Population
Internet
Users
Active Social
Media Users
Unique
Mobile Users
Each quarter, leading statistic
firms compile data from all over
the world. These 2016 findings
are important because any time
you produce marketing you want
the most exposure for the
smallest investment.
Follow the numbers and go
where the crowds are already
present.
DATA PROVIDED BY: SMART INSIGHTS, PEW RESEARCH
CENTER, WE ARE SOCIAL, GLOBAL WEB INDEX
Numbers In Billions
GLOBAL DIGITAL IMPACT
1.968
Active Mobile
Social Media Users
3.752
Male Population
3.686
Female Population

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Social media is a sensible way for
us to converse with clients,
partners, vendors, prospects and
friends. The various channels give
us the ability to engage with people
and promote our business at scale.
Social media channels can be used
as customer service forums, to
promote events and contests, offer
coupons and giveaway deals and
much more.
A Digital World
SOCIAL MEDIA CONNECTIONS
“Engagement
happens when
people care.”

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Before you dive in, think about what you want to achieve with your marketing goals. As you evaluate your goals, pull together a list of challenges and
opportunities you hope to address with your efforts. Start with the audience you want to address and think about how that community currently
perceives your business. What are the beliefs and attitudes they have toward your business? How do their attitudes need to change so you can be
successful?
Set Clear Goals
DEFINE SUCCESS
“Focus on the target.
Become efficient and seek
to understand the layers
of interconnections.”

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“Listening is a
critical part of the
conversation.”
Listen to what people are saying and seek
to understand them and their beliefs. Craft
your story in response to listening and use
messaging to convey understanding.
Tell Your Story
What do you want your audience to understand about you? Use social media to share things that will build that understanding over time. Layer your
story with snackable bites so your audience has time to digest your message at a comfortable pace. Avoid saturated content heartburn.
Understand Your Audience
SOCIAL LISTENING

12. PICK YOUR PLAYGROUND
Which social media channels should I use to promote my business?

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Instagram
Visual celebration of positive outcomes
and business coverage.
Google+
Awareness, advocacy and education
exposure through the Google Network..
Twitter
Thought leadership through active
participation and timely shared content.
YouTube
Inspiration and education through
emotional stories and instructional guides.
Facebook
Active engagement and promotion of
original web content and communities.
17%
20%
22%
25%
42%
Facebook, Twitter and Instagram
lead the pack as the top social
media channels on a global scale.
Rounding out the top channels are
LinkedIn, Pinterest, Tumblr, and
Myspace.
Google social platforms are heavily
integrated into their unified
account sign-in which impacts
their numbers and exposure.
DATA PROVIDED BY: PEW RESEARCH CENTER, SMART INSIGHTS,
GLOBAL WEB INDEX
Active Social Media Users
TOP TRENDING CHANNELS
Facebook controlled 42%
of the global social media
market share by the end
of 2015.
42%

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With so many social media channels
available it can be overwhelming to
try and manage multiple outlets of
communication. Each platform offers
unique benefits based on what
outcome you are trying to achieve.
Evaluate your brand and determine
the type of content that makes the
most sense for you to publish. Is your
business best represented by videos,
pictures, written stories or fast facts?
Do you use coupons in your
promotions? Ask yourself what works
for your market.
Start with consistently posting to 3
channels and then scale your
marketing from that benchmark.
Start Small
CREATE A PRESENCE

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Schedule Posts
Write Stories
Take Photos.
Stream Videos
Build up your content and then use
scheduling tools to help manage
posts. Develop a content calendar to
keep track of important dates and
posts. Write testimonials, take
product and experience photos,
video stream helpful chats about
your products and services, offer
behind-the-scenes looks at your
business operations.
Need help? Seek out professionals to
help you draft blogs and develop
online graphics to showcase your
business.
Build Your Library
GENERATE CONTENT
“Relevence, timing
and tone. Know your
social plan.”

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Sample Content Calendar
GET ORGANIZED
EDITORIAL CALENDAR TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGET AUDIENCE OFFER/CTA CHANNEL(S)
MONDAY
Author Erin Brown 10 Helpful Charts to
Measure Your Content
Performance
Use visual charts to help
explain how to measure
content performance
content performance,
content measurement
Business Marketer, Channel
Owner
Free Report with Helpful
Measurement Formulas
Facebook
Due Date 11/20/15 Site Blog
Publishing Date 11/23/15 TwiMer
TUESDAY
Author Sarah Dolan SEO Explained: Tips and
Tricks That Get You NoRced
Briefly explain SEO and offer
helpful, beginner-level Rps
SEO, search engine
opRmizaRon
Business Marketer, Channel
Owner
Free eBook: SEO Explained
with Helpful Tips
Facebook
Due Date 11/20/15 Site Blog
Publishing Date 11/23/15 TwiMer
WEDNESDAY
Author Nate Dawson How to Use Polls to Boost
Engagement
Explain the polling feature
and use best pracRces to
craX voRng choices
Polling, online voRng, survey
quesRons
Business Marketer, Channel
Owner
Fast Guide to Digital Polls
and How To Use Them
Facebook
Due Date 11/20/15 Site Blog
Publishing Date 11/23/15 TwiMer
“Offer more than you ask. Be the solution your
customer is searching for online.”

17. BUILD A COMMUNITY
How do I become a trusted resource?

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Add Value
When talking in social,
always add value to the
conversation.
Research
Use listening tools and
analytics programs to dig
deeper into public
conversations.
Recycle
Reuse, repurpose, reward
and respond. Learn to
cycle and recycle
powerful content.
Lists and Groups
Create lists for key
people, customers and
influencers. Group users
together by topic.
Devote time to your digital marketing plan by spending energy on research and developing ways you can offer value to online communities. Keep
content simple and use common sense with your posts. Identify key themes and create valuable content around them. Think of ways to help people
by offering better, faster and more rewarding ways of doing things.
Thoughtful Moves
EVERYDAY ACTION ITEMS

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Be you. Engage with people
as a person and be natural
with your approach. Don’t be
something you’re not.
Be Authentic
Really listen to people and
find ways to be there for
them. Be considerate and
grateful of their time.
Be Thoughtful
Give more than you take.
Offer people and
conversations value before
asking something in return.
Be Generous
Interact with others online.
Participate by joining the
conversation, following
accounts, and liking and
sharing content.
Be Social
Do what you say you will do.
Be honest with your
transactions and
straightforward.
Be True
Simple Human Communication
BE SOCIAL

20. BOOST YOUR STORY
How do I gain more reach and exposure for my business?

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Invest
Budget Costs
Paid Marketing
The goal of paid marketing is to convert actions to sales. Generating
engaging content is the first step, boosting that content to reach people
who need your business products and services is the next.
Take a look at your marketing budget. Whether you can invest $200 a
month or $2,000 a month, there are service plans that can benefit you.
Your hub’s Search
Engine Optimization.
Website SEO
Pay-per-click services
with Google.
AdWords
Trend content with
increased likes.
Increase Followers
Extend Your Reach
DIGITAL MARKETING

22. WEBSITE SEO
What does this mean to me?

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• START LISTENING and analyze what your audience is looking for online.
• IDENTIFY KEYWORDS used to search for solutions related to your business.
• BUILD YOUR OPTIMIZATION around those keywords and phrases.
• BE CONSISTENT and pepper those keywords throughout your content.
• MONITOR PERFORMANCE and stay flexible and make adjustments when necessary.
Words Words Words
SEO BREAKDOWN
“Social media campaign measurement basics:
engagement, reach, exposure, ad
performance, and conversions.”

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Sample Measurements
SEO SOFTWARE

25. GOOGLE ADWORDS
What does this mean to me?

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Google and Bing Ads
PAID ADVERTISING
h"ps://www.google.com/adwords/
h"p://ads.bingads.microso6.com
• SIGN UP FOR FREE and learn to set up your ads with these services.
• SET A BUDGET control your budget and only pay when your ad is clicked.
• REACH CUSTOMERS globally or locally and set a specific distance from your business.
• EXPAND YOUR AUDIENCE and see your ads on Google, Bing, Yahoo and AOL.

27. INCREASE FOLLOWERS
To buy or not to buy?

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Know Your Options
BUYING FRIENDS
• BENEFITS can include low costs, low time commitment and gained social influence.
• RISKS can include spam tactics, antitrust and channel shutdown.
• DEFINE YOUR STRATEGY and do your research!
*BAD PENNY FACTORY DOES NOT ENDORSE, CONDONE OR HAVE ANY AFFILIATION WITH THE COMPANIES LISTED

29. MEASURE RESULTS
How do I know my efforts are paying off?

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30MEASURING DIGITAL CONTENT
Trends and changes are the most valuable insight that can be pulled from any report. Analytics should be measured through a single tool for a
universal view of the health of your content. Once you select the tool that works best for you, get familiar with it and set up a few standard reports that
will allow you to push a button to see a snapshot of your work and how it’s performing online.
Metrics That Matter
“It’s the true experience of the journey that
people gravitate toward.”

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+
+
=
The social media channel
and piece of content with the
call-to-action message.
Platform
01 Time and effort spent on
creating the content and the
post schedule.
Post
02 Amount of money invested
to promote the content.
Paid Boost
03 Calculate the expected
performance.
Review
Gather significant data to build a formula that works for your business. Regularly review the information to determine how to achieve optimal
performance within your control. Create a testing plan to check your findings and then continue to tweak the formula over time. These solutions will
also help define your marketing budget. Again, think: how can I get the biggest bank for my buck?
Cost of Content
BASIC FORMULA
0.31%
CTR

32. THANK YOU
Continue the conversation by emailing contact@badpennyfactory.com

33. @BadPennyFactory
BadPennyFactory.com

34. Tulsa TechFest 2016 | Fri, Aug 5th, 2016 | OSU - Tulsa | 70+ Speakers, 20+ Tracks & 85+ Sessions!
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35. Tulsa TechFest 2016 | Fri, Aug 5th, 2016 | OSU - Tulsa | 70+ Speakers, 20+ Tracks & 85+ Sessions!