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Using Social Media to Attract & Retain Customers

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Using Social Media to Attract & Retain Customers

  1. 1. Social Media to Attract & Retain Customers @erikharbison
  2. 2. @erikharbison that’s me!
  3. 3. Today 1. Situation & Context 2. Getting Started 3. Attracting Customers 4. Low Cost Tactics 5. Retention 6. Trends 7. Q & A
  4. 4. The Situation
  5. 5. “Social media replaces nothing, but compliments everything” - Neal Schaffer Author, Consultant, Speaker
  6. 6. Context 67% of small businesses don’t have a written social media plan. * CMI/MarketingProfs
  7. 7. * GlobalWebIndex 2015 Internet users have 5.54 social media accounts
  8. 8. 46% of B2B marketers say they’re not sure whether any social channels have generated revenue for their businesses. * Business2Community 2016
  9. 9. The Opportunity 67% No Plan 46% Not Sure Opportunity for Social Media success
  10. 10. Which Quadrant Are You? Experience Executing Social Programs Measured Social Media Success LOW HIGH HIGH Some things are working! I’m killing it! Social doesn’t work.HELP !!
  11. 11. 3-Piece Social Media Toolkit
  12. 12. Swiss Army Knife 1. Video equipment 2. HD Camera 3. Social Management & Monitoring 1
  13. 13. Email Database 1. Develop deeper relationships 2. Catalyst to drive social media scale 3. Most valuable owned asset 2
  14. 14. Valuable Piece of Content 1. Builds your database. 2. Establish yourself as a thought leader. 3. Builds trust with your target audience. 3
  15. 15. Getting Started
  16. 16. Messaging Spectrum Empathy Emotion Attitude Behavior
  17. 17. Stages of your SM program • Know Your Audience • Research & Listen • Document governance/policies • Set Objectives, Goals, Strategies, Tactics • Develop Content • Master One Social Channel • Organic Growth & Distribution • Respond • Integrate with other Marketing • Make investments • Scale Most brands start here
  18. 18. Getting Started Document your governance / policies. socialmediagovernance.com/policies/
  19. 19. Getting Started Set your social media objectives. Get x% more appointments per month. Generate x% more daily leads/enrollments. Drive x% more weekly inbound calls. Generate x% more monthly referrals. Respond to customer comments in social within 24 hours.
  20. 20. Select Carefully Videos Private Groups Commerce / Lead Gen Photos/Images Brand Awareness Customer Support
  21. 21. Getting Started Know your audience. Build a persona - makemypersona.com Who are they? How do they consume social media? Which network/vehicle makes sense to test?
  22. 22. Getting Started Monitor your brand, competitors, market. google.com/Alertstweetdeck.com
  23. 23. Attracting Customers
  24. 24. Attracting Customers Using social to drive sales (services) Promote your content. Engage in conversations. Drive to valuable content. Collect email address. Schedule appts / calls / webinars. Close sale.
  25. 25. Attracting Customers Using social to drive sales (products) Promote your social channels. Drive to demos, how-to’s, community, videos, contests. Track purchases made via social. Provide great support
  26. 26. Low Cost Tactics
  27. 27. Tight Budget Add Subscribe Buttons to your Facebook & Twitter Accounts.
  28. 28. Tight Budget Add URL to your Twitter Profile (bit.ly) Link to Terms & Conditions Link to your Content Link to Contest
  29. 29. Tight Budget High engagement -> Ask Questions Inspiration -> Quotes Increase visibility -> related ####### Leverage visual platforms.
  30. 30. Tight Budget Educational Videos
  31. 31. Tight Budget Drive Targeted Leads for $5 / day.
  32. 32. Tight Budget Retarget Visitors to your site / blog Visit site. Leave site. See these ads in Facebook feed. Directed to order page.
  33. 33. Retention
  34. 34. Customer Support Provide Demo’s and How-To’s How-To Video How-To Content
  35. 35. Customer Support Respond to negative AND positive comments Responses from real people.
  36. 36. Customer Support Surprise and Delight Hand written letter. Target Influencers. (170k followers)
  37. 37. Customer Support REAL Surprise and Delight Peter requested a Morton’s Steak before his flight. Morton’s met Peter after he landed with a steak.
  38. 38. Customer Support Private Community Focus on top customers. Share thought leadership. Let customers help customers.
  39. 39. Trends
  40. 40. Live Video 70% of companies now say video is the most effective tool in their online marketing belts. (FastCompany 2016)
  41. 41. Social Ads By 2017, social media ads may account for a full 16% of all digital ad spend globally. (FastCompany 2016)
  42. 42. Influencers 84% of marketing professionals worldwide have plans to start influencer marketing in 2016. (Schlesinger Associates 2016) AWeber & Amy Schmittauer
  43. 43. Influencers • Use these tools… • Search for relevant #, people, categories • Follow those relevant @ handles • Tag influencer about your content : “Hey @influencer, we just posted our top 10 tips about xyz. Did we miss anything? bit.ly/yourlink”
  44. 44. Influencers Think of it this way… Dell Pyramid of Influence
  45. 45. Recap Empathy Emotion Attitude Behavior1. 2. Complete your “Crawl” phase. (Governance, policies, objectives) 3. Understand your audience before launching that social account. 4. Master one social channel first. 5. Use social to delight and educate your customers.
  46. 46. Tool Resources recitethis.com: Create quote boards for social posting everypost.me: social posting and analytics DesignMantic.com : Free templates for social profiles Subjectline.com : grade your subject lines Sigstr.com : Signature imaging EmailOnAcid.com : Preview emails Kickbox.io: email verification service Delighted.com: NPS, one question surveys canva.com: Create images social posting Qualaroo.com: on site survey tool ReferralSaasquatch.com: Referral program platform SumoMe.com: Sign up form platform LeadPages.com: Landing page builder SocialMention.com: Monitor social networks hootsuite.com: Social media management bufferapp.com: Social media management later.com: Instragram schedule management keyhole.co: Social Media competitive intelligence
  47. 47. Educational Resources WordStream.com AWeber.com/Today KISSMetrics.com QuickSprout.com SocialMediaExaminer.com
  48. 48. Questions? erikh@aweber.com
  49. 49. THANK YOU ! erikh@aweber.com @erikharbison

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