How can we use social media to grow our business and connect with our audience

info@mindgrub.com | mindgrub.com | @mindgrub
How Can We Use Social Media to
Grow Our Business and
Connect with Our Audience?

HI, I’M KELLY
● Marketing Manager/Innovation
Marketer at Mindgrub to team of 3
rockstars
● Pescetarian 7 years strong in April
● Proud waterfront resident of
Pasadena, MD, but no boat
● Enjoy running, yoga, cooking,
entertaining, good podcasts and
travel
● I have an 11 yo dog child named
Sterling, pictured right here

● Why use social media and
how to position yourself?
● What channels are available
to you?
● Who are you looking to
reach?
● How to deliver your
message to market?
TODAY, WE’LL BE DISCUSSING...

mindgrub.com | @mindgrub
WHY USE SOCIAL MEDIA?
● Campaigns on social media generally fall into one of three
categories.
● It’s best to determine your “why” before formulating a
strategy.
LEAD
GENERATION
HIGH TOUCH
EVENTS
BRAND
AWARENESS

● “I want to invoke a distinct feeling in my audience.”
● “I’m looking to gain brand awareness as an industry leader in
my market.”
● “I’m looking for an outlet to announce exciting company or
client news.”
● “I’d like to educate people through thought leadership.”
● “I’m looking to promote corporate philanthropic campaigns.”
● “I’d like to share my company’s culture and environment.”
● “I’d like to recruit top talent.”

HIGH TOUCH EVENTS
● “I’d like to increase attendance at company sponsored events.”
● “I want to learn more about my audience before I meet them.”
● “I want to give prospects a warm intro to my team before a meeting.”
● “I’d like to provide an opportunity for my audience to learn about my
company and ask live questions.”
● “I’d like to raise awareness for a cause I believe in through hosted events.”

LEAD GENERATION
● “I want to drive traffic and increase
conversions on my website.”
● “I would like to attribute ROI on my content
marketing strategy.”
● “I’d like to connect the dots between digital
marketing and business development.”
● “I would like to get better data about the
people engaging with my content.”
● “I want to know what campaigns are working
for me.”

SOCIAL MEDIA CHANNELS

POPULARITY

Branding
Events
Lead Gen
BENEFITS OF FACEBOOK
REACH:
1.19 BILLION
USERS
Facebook for Business
● Allows you to manage multiple ad campaigns, events, gain insights into
your audience, and reach a targeted audience!
● Create Look-a-like audiences from existing leads, market to your existing
leads, create lead gen forms and run relatively cheap ads!
● Run and monitor ads on Instagram from the same dashboard.
Customize your profile
with tabs for products,
services and offers. Add
custom CTA buttons on
home page.

Branding
Events
Lead Gen
BENEFITS OF LINKEDIN
B2B LEAD
RESEARCH
TOOL
● Join/Create Niche Interest Groups to get message out to actual people.
● Create Spotlight Pages for Industry Verticals, Services, Careers or Large
Events. Promote on your company and profile pages to gain followers.
● Inbox attendees prior to an event to start the convo with a warm intro.
● Encourage employees to like and share company posts. It shows up on
their feed!
Ideal platform for creating
thought leaders of your
upper management. Publish
articles, portfolio of work and
Slideshare presentations.

Branding
Events
Lead Gen
BENEFITS OF TWITTER
BEST CHANNEL
FOR ENGAGING
CONVERSATIONS
● Connects you to literally EVERYONE with a Twitter account, from the
world’s greatest thought leaders to Lindsay Lohan, and everything in
between.
● The originator of the #hashtag - allows you to engage with others at a
conference, start a movement, research topics, and reach a large
audience.
500 MILLION
TWEETS PER
DAY!

● Google + (for the sole reason that you should play nice with Google)
● Youtube (video is everything)
● Instagram
● Snapchat (because geofilters are fun!)
● Pinterest (for e-commerce / product based businesses)
OTHER CHANNELS WORTH CONSIDERING

DETERMINE YOUR TARGET AUDIENCE

KEY VERTICALS/HORIZONTALS
● Identify your verticals by industry and what rationale they take in relation to
how you can help them.
● Identify your horizontals by department and what rationale they take in
relation to how you can help them.
Industry Rationale
Verticals
Healthcare Massive investments, fast changing landscape, companies
attempting to stand out
Higher Education Resistance to change vs. student demand for social tools and
simple mobile access
Horizontals
Start-ups In-house expertise in development, branding, marketing doesn’t
exist
Marketing/
Communication
Fastest changing segment in business. Marketing is fighting
multiple battles to acquire and maintain customers

● Your buyers' words reveal the attitudes, concerns and decision
criteria you need to address to win their business.
● Identify what prospective customers are thinking and doing by
the following criteria:
○ Business type - B2C, B2B, Non Profit, etc.
○ Size - by revenue or employee size
○ Contacts - targeted influencers and decision makers in
company
○ Budget authority - approximation of a minimum spend
○ Departments - roles held in company
○ Psychographics - pain points and common goals
○ Demographics - location(s), generation, etc.
BUYER PERSONAS

TAKING YOUR MESSAGE TO MARKET

BEST PRACTICES
WEAVE IT INTO EVERYTHING YOU’RE ALREADY DOING
Take a look at all of your marketing campaigns and consider if they would be
appropriate for social media. Make it part of the process!
Use an Editoiral Calendar to map out campaigns.
USE VETTED TOOLS FOR BETTER EFFICIENCY
Hootsuite is free.
Hubspot has a great social media distribution tool.
Answerthepublic.com is great for content ideas/blog titles and SEO.
BE A GREAT LISTENER
Establish social listening channels on a free tool (like Hootsuite) - use these for
nurturing prospects and need to close deals in sales.
Listen in to local media and industry publication channels on new developments.
BE A GREAT STORY TELLER
Through our exercise in establishing buyer personas, craft compelling messaging that
addresses pain points or new developments in their world. Tell the story before the
media covers it.

QUESTIONS?
kbrown@mindgrub,com
https://www.facebook.com/mindgrub/
https://twitter.com/mindgrub
https://www.linkedin.com/company/mindgrub
www.mindgrub.com

THANK YOU!

How can we use social media to grow our business and connect with our audience

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