The third installment of our 30 Day Online Marketing plan builds on the last two weeks of tasks and goes into using social media for your small business.
2. Series Overview
Week 1 - How to Make Google Like
Your Website
Week 2 – Beyond the Website –
Your Local Profiles
Week 3 – Using Social Media to
Your Advantage
Week 4 – Creating Great Content
& Using it as a Unifier
@IlluminousGwen
3. Week 3 – Using Social Media To
Your Advantage
Which social networks should you invest time in building?
Defining your audience & goals
Creating compelling content
Build your audience
@IlluminousGwen
6. Social Terminology
Hashtag – (formerly known as pound sign) – organizes conversations on
each channel to facilitate conversation
Internet Meme – A picture, video, saying or trend that spreads throughout
the Internet, often as mimicry.
Channel – Each different social network is also referred to as a “channel”
Cover Photo – The large image at the top of your own social profile
@IlluminousGwen
Timeline* – The area that all of YOUR posts aggregate over time
Newsfeed* – Updated to the minute with the latest or most popular posts
from all of your connections or conversations that you’re following
Engagement – Any action taken to interact with your post such as a
favorite, like, share, comment, retweet, plus one, etc.
*Not all social networks use these exact terms, but we will for the sake
of simplicity of this presentation.
7. How Do I Choose the Social
Network that is Right for My
Business?
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8. Day 15 – Define Your Audience
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Are you B2B or B2C?
Who is your Customer?
Job title, career path, family, gender, age, income, location,
demeanor, communication preference
What are their goals in their role? What are their challenges?
What can your company do to achieve those goals?
Overcome the challenges?
What are common objections to buying your product or
service?
What type of messaging will resonate with this “persona?”
9. Persona Name: Mike Manager 35%
Background
Job? Career Path?
Family?
• Warehouse Manager/ Operations Manager
• Married, 1-2 kids
• Been with the company for several years,
knows the ins an outs of business & acts as
liaison between staff & owners
Demographics
Gender? Age? Income?
Location?
• Male
• 40-50
• Suburban
Identifiers
Demeanor?
Communication
Preference?
• Smart, personable, slightly stressed
• Email, phone, live chat
@IlluminousGwen
10. Persona Name: Mike Manager
Goals
Primary? Secondary
• Keep business operations/warehouse
running smoothly
• Retain employees
Challenges
Primary? Secondary?
• Getting everything done with limited resources
• Convincing Billy Owner to spend money on
needed upgrades for the business
• Determining how much shelving is needed for
warehouse & what type
What Can We
Do
…to help persona achieve
goals?
…to help persona
overcome challenges?
• Low-price guarantee, easy-to-follow video
tutorials on setting up systems
• Training videos, planning eBook, planning
infographic, highlight benefits of upgraded
shelving systems (to convince Billy Owner)
@IlluminousGwen
11. Persona Name: Mike Manager
Real Quotes
About Goals &
Challenges
• “We’re working with a small budget here and
I need these installed in two weeks for a
shipment we have coming in.”
• “I need shelving that is heavy duty, but we
don’t use pallets. Which type is best?”
Common
Objections
Why wouldn’t they buy
your product or service?
• Not sure which solution is best (delays decision)
• “Will it be too hard to set up?”
• Expense
Marketing
Messaging
Describe your solution to
this persona.
Sell your persona!
• Easy assembly at the best price around. Plenty
of resources to ensure you get what you need.
• Our business offers our low-price guarantee for
all of our industrial shelving solutions. Let us
help you make the best decision for your
business with our planning guides or live chat!
@IlluminousGwen
12. Where is my audience?
Source: http://www.mediabistro.com/alltwitter/social-media-user-demographics_b38095
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13. Day 16 – Set Your Social Goals
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What do you want to
achieve on each network?
Who are you going to
reach?
How are you going to
achieve those goals?
Template: http://bit.ly/im-social-goals
Photo source: Eric Addis
14. Day 17 – “Consistify” Your Brand
@IlluminousGwen
Tools
Canva.com
ShrinkPictures.com
PicMonkey.com
15. Day 17 – “Consistify” Your
Brand
Use your logo & branding scheme on all of your social networks
Claim “Vanity URLs” like Facebook.com/IlluminousMarketing
Consistent NAP
Use Keywords in your company descriptions, but don’t be boring.
@IlluminousGwen
17. Basics of Good Content
Features
Timely & Frequent
Humorous
Answers a Question
Promotional
Succinct!
Visually Appealing
Shows Company Culture
Types
Article Shares
Infographics
Memes
Videos
Statistics
Ask Questions
Fill in the
Blanks
Caption this…
Event Promotion
Pictures
How tos
FAQs
Community
Updates
Contests
Share Customer
Experiences
Tips & Tricks
@IlluminousGwen
18. Golden Rule of Social
Media
70% Informative + 20% Other People’s Posts + 10%
Sales =
100% Awesome
@IlluminousGwen
19. Day 18 – Plan & Create Your
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Content!
1. Create a schedule for when you want to post
• TIPS:
• Try posting during non-business hours. Peaks are mornings, lunch,
and evenings
• Follow common social trends like #TBT or #MotivationalMonday
• Make up your own trend like #TerriblePhotoFriday
• Post several times a week, but not several times a day (unless you’re
a news site)
2. Use easy tools to help you create great visual content
• Canva.com
• PicMonkey.com
• WordSwag Mobile App
• MemeGenerator.net
• BigStockPhoto.com
• Someecards.com
• Liveluvcreate.com
24. A Boring Brand Does Not Make it OK to
be Boring on Social Media!
Delight your audience!
Make it personal.
Participate in current trends by researching hashtags, trending
topics on news sites like Yahoo! or popular sites like Reddit.
Pro Tip: Use BuzzSumo.com to find topics & influencers.
Make current events relevant to your business in creative ways.
Don’t be afraid to be humorous, even if your business is serious
(i.e. financial, healthcare, insurance, etc.)
Participate in the conversation!
@IlluminousGwen
25. Day 19 – Follow Influencers
• Follow your suppliers or major name brands in your
industry
• Search BuzzSumo.com for people & businesses that have
high “authority” and follow them
• Search for a particular hashtag on any social network and
follow others who are talking about that topic
• Follow your competition!
@IlluminousGwen
26. But why follow influencers?
Build a relationship with them via conversation on topics
relevant to your business. (Or keep an eye on your
competition!)
Use Influencers as a great sources of content to share on
your profiles.
You build credibility & visibility by sharing their content.
Remember: Relevance + Authority = Visibility
@IlluminousGwen
27. Day 20 – Build Your Audience
Announce your new profiles & invite your email list to
follow you online
Invite your social media friends to like your page
Note: Invite people who you know will have an interest in
your business.
Publish your social profiles EVERYWHERE: business
cards, email signatures, office signage, other social
profiles
Post engaging content so that your followers will share
your posts and reach THEIR friends
Promote your page & posts to seed your initial growth
@IlluminousGwen
29. Day 21 – Participate in
Conversations
• Make a list of popular Hashtags that revolve around your
business
• Note: Be sure you understand the context of the Hashtag
you’re using!!!
• Ask questions around those hashtags. This is perfect if
you don’t already have a following because you can
participate via existing conversations.
• Retweet or Share posts that are happening around your
industry.
@IlluminousGwen
30. Other Resources & Tips
• FollowerWonk.com – Find out when your Twitter Followers
are most active or use to do competitive research on your
competition.
• Input your social profiles in your Google Analytics Profile
to track your social traffic to your website.
• HootSuite.com – Schedule your social media updates,
collaborate with others on social posts, organize all your
social channels into one dashboard.
@IlluminousGwen
Who can tell me what a # is used for in social media? I can communicate this entire presentation in just internet memes & popular videos :D
Pass out Persona Sheets
Facebook is definitely the winner BUT the have dropped their organic reach to 1-2% for businesses unless you pay for advertising.
ICD-10 is a standardized naming convention that the healthcare industry is subject to due to the consolidation of electronic health records. See? You stopped paying attention to what I was saying at standardized naming convention. It’s all about the way you present it.
Who likes shark week?