Small business owners are always thinking about how to maximize their social media presence, but the platforms are constantly changing and have morphed from entirely free to paid (if you want to get exposure, that is). In our most popular webinar to date, “Social Media is Pay to Play—Learn How to Make It Pay Off,” social media expert Susan Tucker teaches attendees how to make social media campaigns pay off. During the webinar, you learn all of this and more: • Why paid social media advertising should be a part of your marketing strategy, and how to create social media goals. • How to choose the platform(s) that are best for your specific needs. • Specific strategies for creating highly-targeted, track-able and effective ads.

1. Crowds with Cash
Alternative Financing is a Mixed Moneybag
of Opportunity for Small Business
Hello!
Welcome to Manta’s Small Business Expert Series
Thanks for joining us today.
We’ll get started right at 2 p.m. EDT
#mantaexperts Today’s webinar is sponsored by

2. Social Media is Pay to Play
Learn How to Make it Pay Off
#mantaexperts Today’s webinar sponsored by

3. CEO
WelcomeJohn Swanciger
Open the resource list to see John’s blog post on social media

4. Q&A
Resource listTechnical ?
Today’s sponsor

5. The Story
U.S. social media ad revenues will reach $15 billion by 2018–BIA/Kelsey

6. We’ll Talk
About
Social Media is Pay to Play—Learn How to Make it Pay Off
Meet the expert: Susan Tucker
Poll
Social media and small business
Why social media is pay to play
Setting goals and strategies
Poll
Platforms, ads & campaign examples
What you want to talk about: Q&A with Susan

7. Meet Our Expert
Click on the speaker widget to learn more about Susan Susan Tucker

8. • Manta’ s social media survey
Yes:50.9%
No: 49.1%
• Are you willing to pay?
• Primary goals are (79%)
• Acquiring & engaging new customers
• Driving awareness/marketing
• Gaining lead gen/referrals
• Building community
• Retaining current customers
We don’t
use social
media
Click on the resource list to link to Manta’s social media survey
Social Media and Small
Business

9. • Lack of understanding
• Why it’s changed
• Reduced organic reach
• No longer free
Social Media is Pay to
Play
Social media isn’t about what you’re doing there;
it’s about what your customers are doing there

10. • Branding campaigns
• Targeted product campaigns
• Event campaigns
• Lead generation campaigns
Paid Social Media
Advertising
Paid social media advertising integrates paid promotion with free tools already available

11. Strategy &
Goals
• Forget set it and forget it
• Your strategy and goals must work together
• Set SMART goals
• Know your customers
• Map to platform and campaign
This is not a strategy
Click on the resource list to get a copy of Susan’s SMART marketing goals template

12. Accredited
Investors• Three platforms
• Creating ads
• Real life examples
• How to hypertarget on each platform
Open the resource list to get Susan’s article about choosing the right social media site
The Platforms: Ads &
Examples

13. Facebook
• Biggest player
• Largest audience
• Easy to use
Open the resource list to link to Facebook’s business page basics

14. Facebook
Objectives (your desired end result)
• Send people to your website
• Increase conversions on your website
• Boost your posts
• Promote your page
• Get installs of your app
• Increase app engagement
• Reach people near your business
• Raise event attendance
• Get people to claim your offer
• Get video views
Local awareness calls to action: “click to call” and “get directions”

15. Faceboo
k
Local Ad
• Objective: Reach people near
your business
• Target: people within 3 miles of
the store during the holidays
• Budget: $10
• Reach: 1600 people
• Result: generated 15 clicks

16. Faceboo
k“Like” Ad
• Objective: Promote your page
• Target: geographical area
• Budget: $1 per day–runs
constantly (with new creatives)
• Avg. CPC: less than 50 cents
• Result: 2-3 new water delivery
customers per week at $19

17. Creating Facebook Ads
Choose your
objective

18. Creating Facebook
Ads
Choose your
audience

19. Creating Facebook Ads
1. Choose your objective
2. Choose your audience
3. Set your budget
Choose your
budget

20. Creating Facebook AdsCreate your
ad

21. Creating Facebook AdsMeasure your
results
Open the resource widget to get Susan’s Social Media Ad Savvy Checklist

22. Hypertargeting with
Facebook• Location
• Gender
• Likes and interests
• Relationship status
• Workplace
• Education
• Lifestyle
Open the resource widget to get Susan’s Social Media Ad Savvy Checklist

23. Twitter
• 271 million active users
• Promoted tweet
• Promoted account
• Promoted trend

24. Twitter
Promoted Tweets
• Targets U.S.
• Small business owners
• #socialmedia
Open the resource list to link to Twitter’s business page basics

25. Hypertargeting using
Twitter
• Existing followers
• Users like your followers
• Location
• Keywords
• Tailored audiences
• Gender
• Target based on hashtags#mantaexperts

26. LinkedI
n
• World’s largest professional
network—great for B2B
advertisers
• Not just for jobseekers &
headhunters
• Sponsored updates
• Display ads
• Direct sponsored content

27. LinkedIn
LinkedIn Ads
• Uses specific landing page
• Targets industry & country
• Resulted in 150 new contacts
Open the resource list to link to LinkedIn’s business page basics

28. Hypertargeting on
LinkedIn
• Job title/function
• Industry
• Geography
• Group membership
• Company size

29. Ask the Expert
Connect with other business owners in the Manta Community
Chat with Susan immediately following the webinar
#mantaexperts
Open the resource list to get more information about our upcoming and on-demand webinars
Susan Tucker
Today’s webinar is sponsored by

30. Manta believes in empowering small businesses to achieve success.
We’re inspired by your determination and energy. And we understand
that every company is unique.
We strive to provide the marketing tools and educational resources
you need to stand out, connect with your customers and your peers,
and grow your business.
Send us a note and let us know what you’d like to learn from upcoming
webinars like this one.
events@manta.com