Using social media for marketing can enable small businesses to reach more customers. It's important to have a strong social media presence to tap into your customers interests. When implemented correctly, marketing with social media can bring your business remarkable success. This gives a basic overview on how to use social media for marketing. Learn about each platform's key benefits, create a strategy, determine target market, and start connecting & building relationships.

1. Making Social Media Work
for your Business
Lisa Graves

2. Where to Begin? Which Network Matters?
Why Social Media Marketing
Traditional vs. Social Media Marketing
Email Marketing
Agenda
Making Social Media Work for your Business
Elements of a Marketing Strategy
Topic 1
Topic 2
Topic 3
Topic 4
Topic 5
Topic 6
Content Management

3. Why Social Media Marketing?
Social media is the technology that connects people—whether it’s
to share content or just to chat.
Social networks, like Facebook, Twitter, LinkedIn, and Pinterest are
the places where social interactions happen (discovering & sharing).
Social media marketing is the way to use that technology to build
relationships, drive repeat business, and attract new customers
through friends sharing with friends.

4. Traditional vs. Social Media Marketing
Traditional Marketing
Most everyone thinks of marketing as the business of promoting and
selling products or services.
Traditional Marketing Funnel

5. Traditional vs. Social Media Marketing
Social Media Marketing
Recognizes that your existing customers are your best assets.
Flip That Funnel

6. Facebook
Where to Begin? Which Network Matters to YOU?
• Over 1.3 Billion users
• 71% of all internet users use Facebook
• 56% are ages 65 and older
• Most popular but little overall growth
• 70% engage with site daily
• 45% engage several times/day
• B2B, B2C, Nonprofit
• Facebook accounts for 15.8% of total time
spent on the Internet
• One million web pages are accessed
using the “Login with Facebook” feature
• 47% of Americans say Facebook is their
#1 influencer of purchases

7. Twitter
Where to Begin? Which Network Matters to YOU?
• Micro-blogging in under 140 characters
• 550 million registered users
• 215 million active monthly users
• Popular among those under 50 and college-
educated
• Average time per month is 170 minutes
• Looking for brand updates, news and trends
• Retailers and restaurants are most engaging
industries; apparel brands least engaging
• B2C, Nonprofits

8. Instagram
Where to Begin? Which Network Matters to YOU?
• iOS-only app
• 300 Million monthly active users (more
active users than Twitter)
• 75 Million daily users
• 53% users ages 18-29
• Other primary users are women, Hispanics
and African-Americans

9. LinkedIn
Where to Begin? Which Network Matters to YOU?
• 332 Million users
• Popular among college graduates, higher-income
households and those employed
• Top social network for B2B marketing
• 40% of users check daily
• 91 of the Fortune 100 companies use it for
candidate searches
• Establish credibility
• Find online groups in your niche
• Best for sharing thought leadership
• Only platform where ages 30-64 are more like to be
users than ages 18-29
• 56% Male users

10. Google+
Where to Begin? Which Network Matters to YOU?
• Over 1 billion accounts
• 359 Million monthly active users
• Rank higher in Google search engine results
• Level the online marketing playing field

11. Pinterest
Where to Begin? Which Network Matters to YOU?
• Entirely a visual social network, of photos or
videos
• 70 million users
• 80% are women
• Looking for photos, products, tips
• Best for sharing visual content for products,
how-to, e-books
• B2C

12. YouTube
Where to Begin? Which Network Matters to YOU?
• 1 Billion users
• Over 6B hours of video watched each month
• Reaches more US adults 18-35 than any
cable network

13. Blog
Where to Begin? Which Network Matters to YOU?
• 6.7 Million blog on blogging sites
• 61% of US consumers have made a
purchase based on blog post
• 81% of online consumers trust blogs
• Best way to increase your Google search
engine ranking
• Fabulous method for reaching out to both
new and existing customers

14. Email
Newsletters
Where to Begin? Which Network Matters to YOU?
• 9 times as many marketing emails sent each
year versus direct mail
• Highest ROI of any digital marketing tactic
($44 per $1 spent)
• 66% of consumers have made purchase
online as result
• Deepest content channel
• Reach existing customers
• Tell what’s new with your business
• Educate customers.
• Appears in customer’s inbox.

15. Develop your own action
plan for gaining new
customers, increasing
your brand’s visibility,
and engaging with your
audience
Elements of Social Media Strategy

16. Step 1
Who is your Customer?
Identify your potential buyers
down to their:
• age
• sex
• education level
• income level
• what publications they read
• what websites they visit
• what their budget is
• are they local or nationwide
Go deeper than traditional
demographics!
To identify your customer, do
this:
Identify the demographics
Further define their life stage when
they need your product.
Find data on buyers in your industry.
Determine the size of the market,
market niches that spend the most,
and where they buy.

17. Step 1
Who is your Customer?

18. Generation I – the Internet Generation
also known as Generation Z
Step 1
Who are your Customers?
Children of the youngest boomers.
Marketing and demographics theories still developing
Born entirely in the internet era
Parents who are accepting and knowledgeable of
technology. (Gen Y dealt with tensions stemming from
their parents' lack of technological acceptance)

19. Generation Y - Millenials
Step 1
Who are your Customers?
• Born between 1980 and 2000
• Many live at home w/ Boomer parents
• 75 million strong and have disposable income
• Grew up with computers, responsive to internet campaigns.
• Process information quickly and are brand loyal.
• Like innovative marketing approaches and advertising that
uses humor or is "outside the box.“

20. Generation X
Step 1
Who are your Customers?
• 44 million born between 1965 and 1979
• Entering their peak earning and buying years
• Tech-savvy and love to shop
• High value for education and knowledge.
• Brand prestige alone won't woo this generation--let
them know why your product is a good value
• Independent and like to save

21. Boomers
Step 1
Who are your Customers?
• 76 million-strong
• Spend $400 billion more/year than other generations
• Many life stages: empty nesters or full nesters,
boomer grandparents, single or married, etc.
• Exceptional drive and the ability to evaluate
advertising and determine its value
• The over-60 group will grow 80% by 2030
• Play up their youthfulness in marketing

22. Step 2
What are your Goals?
More customers and more profits!
How do you intend to do that?
• Do you want existing customers to increase the amount they
spend with you?
• Do you want to bring in new customers?
• Are you introducing a new product?
• Are you changing your business focus?
• Do you need to rebrand?

23. Step 2
What are your Goals?
For example, if your goal was to generate a 10% increase in
revenue, include social media in that strategy.
• Specific: Increase revenue by 10%
• Measurable: Use accounting program to measure revenue
per month, quarter, year.
• Actionable: Identify social media channels best able to reach
my target audience and post there 2x per week.
• Relevant: Increased revenues are essential to business
growth and profitability
• Time-Based: Increase revenue by an average of 1% per
month, starting January 201.

24. Step 3
Where is your Audience?
71%
28%
16%
15%
13%
Internet Users who use Social
Networking Tools
Facebook LinkedIn Twitter Pinterest Instagram

25. 0
10
20
30
40
50
60
70
80
90
100
Age Demographics
18 - 29
30 - 49
50 - 64
65+
Step 3
Where is your Audience?

26. Facebook
Step 4
When will you Connect?
Low volume/high value network. Don’t
post too frequently – fans get frustrated
with too many posts. Make each post
county by offering something valuable or
interesting to your audience.
Minimum 3X per week
Maximum 10X per week
Aim for quality content vs. quantity

27. Twitter
Step 4
When will you Connect?
High volume/low value network. You can
share more because of the fast-paced
nature. Share content created by you or
curated from other sources – just make
sure it’s relevant and interesting to your
followers.
Minimum 5X per day
Maximum none
Aim for quality content vs. quantity

28. LinkedIn
Step 4
When will you Connect?
High volume/high value network. Make
sure your content doesn’t dominate the
feed, but the feed, but that you’re sharing
content relevant to your business and
industry.
Minimum 2X per week
Maximum 5X per week
Aim for more formal and technical
content around your business and
industry.

29. Google+
Step 4
When will you Connect?
High volume/high value network. Posting
more frequently on Google+ gives Google
more content, keywords, and expertise to
index in its search results pages.
Minimum 3X per week
Maximum 10X per week
Use relevant keywords to increase your
ranking in a Google search.

30. Pinterest
Step 4
When will you Connect?
High volume/high value network. If you
want your pins to get found in the high
volume of content, post more frequently.
Use interesting, beautiful images, the
right keywords to get your content found,
and links back to your website.
Minimum 5X per week
Maximum 10X per week
Large, quality images important to get
noticed.

31. Be consistent in both how often and at what times
Plan your social media posts and make them easy to do
Find out when your audience is on each social site
Have fun and keep it social
Step 4
When will you Connect?

32. Step 5
Why Choose You?

33. Step 5
Why Choose You?
Establishing your unique value proposition
(UVP), focus on benefits vs. features
• Develop a message how you are unique from
your competition.
• Spell out exactly what makes your business
unique and why customers should do business
with you.
• Be customer-focused, clear, and specific.

34. Step 5
Why Choose You?
Talk to your customers. They can tell you about your product from a
customer’s viewpoint. Go back through your client emails,
testimonials, and face-to-face encounters.
Identify the following items from your clients:
What do they love about your business?
Why did they choose you over your competition?
What do you hear compliments on again and again?
What themes are highlighted in client testimonials?

35. Step 6
How will you Engage?
Join the social network you identified as your primary target
Fill out your social media profile completely, and begin reaching
out to your connections who are already on the social network.
Spend a few days reading over the posts from top influencers in
your industry, your colleagues, and your clients. Watch what kind
of content they post: are they text updates, links to articles,
videos, or podcasts? What posts get the most responses? What
resonates with you?

36. Step 6
How will you Engage?
Create a content development schedule to identify what
topics you’ll be posting about throughout the year
Measure your results and tweak your schedules and times
based on your results

37. Step 6
How will you Engage?
Best Practices…
Must have quality products and services. Social sharing makes it
simple to spread the word, and you want positive news being shared
about your company.
Educate instead of hard selling. Once consumers feel you are
competent, qualified, and trustworthy, they want to learn from you.
Give people a sample of your company by offering something for
free in exchange for their contact information.

38. Step 6
How will you Engage?
Best Practices…
Incorporate your social media into every aspect of your
business. Put your social network information on your receipts,
invoices, and every printed marketing material you use. Have
salespeople in the store remind buyers they can find you online and
encourage them to do so.
Give people an incentive to join your social network. Offer
incentives, exclusives, or other special promotions exclusively for your
email newsletter subscribers, Facebook fans, and Twitter followers.

39. Elements of Your
Social Media Strategy
Workbook

40. Content Management
Facebook Action Plan Blueprint
Start w/
Personal
Profile
Create
Business
Page
Add
Interesting
Timeline
Get Fans
to Like
your
Page
Create
Engaging
Posts
Measure
Results w/
Insights
Identify
most
Engaging
Posts
Evaluate
Results &
Adapt
Plan

41. Content Management
Facebook
Guidelines for Facebook Marketing
• Balance of 80/20 Information-to-sales posts
• Create content that invites users to say or return for more
• Claim a custom Facebook web address (25 Fans)
• Consistently post on your page
• Create a compelling Timeline cover. It’s a first impression and is
essential to getting the Like
• Add your Facebook URL on your signage and ALL marketing
materials

42. Content Management
Facebook
Getting Fans
 Add a Like/Follow Box to your website
 Announce your Business Page on your personal profile
 Personally ASK people to like your business page (ALWAYS)
Motivating Fans to Action with a Compelling Post
 Photos (biggest source of engagement)
 Videos (remove URL)
 Link to your website (bitly or remove URL)
 Call to Action “Like if”
 Ask questions

43. Content Management
Facebook
Switch Between Personal Profile and Business Page
 Like other business pages
 Cannot be Friends w/ people or comment as a Page on
personal Timelines
 Will see updates of business pages you Like (click Home)
 Share related posts on your business page
 Anyone can post on your business page timeline (can hide)
 Like business page posts as yourself

44. Content Management
Facebook
Photos
 39% more interaction than links, videos or text-based updates
 53% more likes
 104% more comments
 84% more click-throughs on links than text-based posts
 self-explanatory photos seem to perform best.
 Extend your reach and tag others in your photos. Appears on their
timeliness.

45. Content Management
Facebook
Engagement Critical to ROI
 Posts automatically appear in News Feeds from those that
have Liked your page
 If fans interact with your posts; they will automatically appear in
Top Stories
 Over time if they don’t engage; Facebook stops displaying your
posts to those fans

46. Content Management
Facebook
Scheduling posts
 Studies show more time spent on social networks on evenings and
weekends
 Schedule your posts on Facebook
 Detailed stats using Insights
 Test to find best results - Insights

47. Questions??

48. Content Management
LinkedIn Checklist
Complete Profile 100%
Add Multimedia to Galley
Build a Strategic Network
Get Recommendations
Have Leads E-mailed to You

49. Content Management
LinkedIn Profile
Customize LinkedIn profile URL
Add Links to websites and social networks; customize labels
Optimize SEO keywords in your bio
Display three recommendations from colleagues
List your experience and two past positions
Use Professional headshot as photo

50. Content Management
LinkedIn Multimedia
• Videos *PowerPoints
• InfoGraphics * .PDF Documents
Multimedia items
that would add value
to potential
connection
• If you don’t have any of the above
items but would ideally like to offer
Make a list of
multimedia you’d like
to add
• Create a simple 30-second intro
video of yourselfVideo is powerful
• Look at top players in your
industryResearch Colleagues

51. Content Management
LinkedIn Creating a Strategic Network
The real success in LinkedIn is building your network.
Views of your profile helps build credibility
Users have impressive education and income levels
Decision-makers with whom you want to connect for mutual
business
Add personal message versus standard request to connect

52. Content Management
LinkedIn Creating a Strategic Network
Who do you begin connecting with?
College alumni
Former co-workers
Colleagues
Clients
Vendors
Local Businesses (networking events)

53. Content Management
LinkedIn Cultivate Recommendations
Recommendations appear on your profile:
• Name & title of person offering recommendation
• Nature of professional relationship
• Recommendation Content

54. Content Management
LinkedIn Company Page
A company page is a place where you can offer:
 a brief description of what your company offers
 Create up to 10 showcase pages
 recommendations from clients

55. Content Management
LinkedIn Company Page
Company pages offer a powerful presence, but used differently:
 Networking. People can follow it without requesting permission
from you
 Recommendations. You can request recommendations for a
product from clients
 Aggregate Employee State Updates. Any employees that list your
business as their employer will have their posts displayed on your
company page.
Must have email w/ company website domain name and connections in
double-digits

56. Content Management
LinkedIn Company Page

57. Questions??

58. Email Marketing
Does Email Marketing Work?
Email Marketing came in at 50% for both retaining existing
customers and attracting new customers.
Of the remaining 50%,
 45% said it was effective in only retaining customers
 3% said it was effective only in attracting new customers
 2% said it was not effective at all
Bottom line, email marketing was successful, but strongly favored
for retention.

59. Email is the
communication hub
 Most rely on to
communicate online
 83% of small
business owners
check first thing
 72% check email 6+
times per day
Permission to Email
is “Marketing Gold”
When customer or
prospect willingly gives
you their email address
they “expect” to hear
from you. It’s like they’re
saying they “I like you,
what do you have to
offer, and I want to learn
more.”
Be Where your
Customers Are
People want to connect
with businesses but
prefer to reserve
Facebook for friends &
family, they won’t "Like"
a brand. Others use
Twitter to learn from
businesses to keep track
of the latest deals. Some
just prefer to get an email.
Email Marketing

60. Email & Social Media Marketing
Go Hand-in-Hand

61. Email & Social Media Marketing
Go Hand-in-Hand

62. Where to Begin? Which Network Matters?
Why Social Media Marketing
Traditional vs. Social Media Marketing
Email Marketing
Summary
Making Social Media Work for your Business
Elements of a Marketing Strategy
Topic 1
Topic 2
Topic 3
Topic 4
Topic 5
Topic 6
Content Management

63. Questions??
Lisa Graves
MLJS Legacy, LLC
817-771-1588
Lisa@MLJSLegacy.com