Social media is an integral component of any successful inbound marketing program. The social networks, primarily Facebook, LinkedIn, Twitter--and now Google+--allow green industry businesses to connect and communicate with their customers, prospects, peers and allied professionals in an unobtrusive, permission-based way. In this presentation, we will discuss how each of these social networks can be used by your green industry business. You will learn: - Who and what each social network is ideal for - The competitive advantages each network offers over the others - How each social network complements the others - How green industry companies can use these social networks as part of their inbound marketing strategy to increase brand awareness, build customer loyalty and generate leads

1. Tackling the Big 3 (+1)
How to Use Facebook, LinkedIn, Twitter
and Google+ to Effectively Market Your
Green Industry Business
Chris Heiler

2. What the…

3. The evolution of traditional
“outbound” marketing

5. The inbound marketing model
Social
Media
Leads
Your
Website
Content
SEO
Marketing

6. What we’ll cover today
1.Who each social network is best for
2.What each network is best used for
3.Best practices for each network

8. Facebook is best for:
1. Small local business, like a landscape designer, to
larger regional and national brands like
retailers, growers and manufacturers.
2. Probably more effective for B2C companies but
can also be effective for B2B companies.

10. How to use Facebook:
1. To connect and interact with your
customers, peers and allied professionals.
2. As a real-time complement to your company
website.
3. Marketing and promotion

11. 5 best practices:
1. Create a Facebook Page specifically for your
business. Don’t use your personal account.
2. Share lots of photos on your Page.
3. Show your Facebook fans “behind the curtain”.
4. Post 5 to 15 updates per week.
5. Develop an editorial plan and calendar for your
Page.

13. 5 best practices:
1. Create a Facebook Page specifically for your
business. Don’t use your personal account.
2. Share lots of photos on your Page.
3. Show your Facebook fans “behind the curtain”.
4. Post 5 to 15 updates per week.
5. Develop an editorial plan and calendar for your
Page.

15. 5 best practices:
1. Create a Facebook Page specifically for your
business. Don’t use your personal account.
2. Share lots of photos on your Page.
3. Show your Facebook fans “behind the curtain”.
4. Post 5 to 15 updates per week.
5. Develop an editorial plan and calendar for your
Page.

17. 5 best practices:
1. Create a Facebook Page specifically for your
business. Don’t use your personal account.
2. Share lots of photos on your Page.
3. Show your Facebook fans “behind the curtain”.
4. Post 5 to 15 updates per week.
5. Develop an editorial plan and calendar for your
Page.

19. 5 best practices:
1. Create a Facebook Page specifically for your
business. Don’t use your personal account.
2. Share lots of photos on your Page.
3. Show your Facebook fans “behind the curtain”.
4. Post 5 to 15 updates per week.
5. Develop an editorial plan and calendar for your
Page.

21. LinkedIn is best for:
1. Recruiters and job seekers
2. Professionals versus companies
3. B2B professionals and companies

22. How to use LinkedIn:
1. As a recruiting and job search tool
2. To connect with your industry peers
3. As a prospecting tool (for B2B companies)

23. 5 best practices:
1. Create a personal profile. Don’t create a profile
using your company name.
2. Create a LinkedIn business page for your company
and connect to employee profiles.
3. Fill out your profile completely.
4. Use LinkedIn as a prospecting tool.
5. Ask for introductions to potential partners

25. 5 best practices:
1. Create a personal profile. Don’t create a profile
using your company name.
2. Create a LinkedIn business page for your company
and connect to employee profiles.
3. Fill out your profile completely.
4. Use LinkedIn as a prospecting tool.
5. Ask for introductions to potential partners

27. 5 best practices:
1. Create a personal profile. Don’t create a profile
using your company name.
2. Create a LinkedIn business page for your company
and connect to employee profiles.
3. Fill out your profile completely.
4. Use LinkedIn as a prospecting tool.
5. Ask for introductions to potential partners

29. 5 best practices:
1. Create a personal profile. Don’t create a profile
using your company name.
2. Create a LinkedIn business page for your company
and connect to employee profiles.
3. Fill out your profile completely.
4. Use LinkedIn as a prospecting tool.
5. Ask for introductions to potential partners

31. 5 best practices:
1. Create a personal profile. Don’t create a profile
using your company name.
2. Create a LinkedIn business page for your company
and connect to employee profiles.
3. Fill out your profile completely.
4. Use LinkedIn as a prospecting tool.
5. Ask for introductions to potential partners

33. Twitter is best for:
1. Everyone on the planet…even cats and dogs
2. Individuals and companies, from small local
businesses to large national brands.
3. Both B2C and B2B companies (each requires a
different strategy)
4. Personalities

34. How to use Twitter:
1. To connect and interact with influencers
2. To display thought-leadership in your community
and industry
3. To share content

35. 5 best practices:
1. Show some personality and be more open and
personable.
2. Focus on being more social as opposed to just
publishing
3. Share other user’s content
4. Post updates more often than other networks.
5. Don’t rely on automation; be present

37. 5 best practices:
1. Show some personality and be more open and
personable.
2. Focus on being more social as opposed to just
publishing
3. Share other user’s content
4. Post updates more often than other networks.
5. Don’t rely on automation; be present

39. 5 best practices:
1. Show some personality and be more open and
personable.
2. Focus on being more social as opposed to just
publishing
3. Share other user’s content
4. Post updates more often than other networks.
5. Don’t rely on automation; be present

41. 5 best practices:
1. Show some personality and be more open and
personable.
2. Focus on being more social as opposed to just
publishing
3. Share other user’s content
4. Post updates more often than other networks.
5. Don’t rely on automation; be present

43. Google+ is best for:
1. Small local business, like a landscape designer, to
larger regional and national brands like
retailers, growers and manufacturers.
2. Probably more effective for B2C companies but
can also be effective for B2B companies.

44. How to use Google+:
1. To connect and interact with your peers and allied
professionals.
2. As a real-time complement to your company
website.
3. For search engine optimization (SEO)

45. 5 best practices:
1. Create a Google+ Page for your business, don’t use
your personal profile (just like Facebook).
2. Be sure to claim your Google+ Local listing (Google
Places).
3. Share content from your company website and blog
on your Page.
4. Encourage your followers to share and +1 your posts.
5. Use relevant keywords in your updates.

47. 5 best practices:
1. Create a Google+ Page for your business, don’t use
your personal profile (just like Facebook).
2. Be sure to claim your Google+ Local listing (Google
Places).
3. Share content from your company website and blog
on your Page.
4. Encourage your followers to share and +1 your posts.
5. Use relevant keywords in your updates.

50. Facebook Page Content Plan worksheet
http://www.landscapeleadership.com/worksheet-
facebook-plan
Infographic: The 11 Most Important Social
Networks & Apps for Green Industry Companies
http://www.landscapeleadership.com/infographic-
social-networks
E-Book: How to Enhance Your Internet
Presence with Social Media
http://www.landscapeleadership.com/how-to-
enhance-your-internet-marketing-with-social-media

51. Download this slide deck

52. Get in touch
(800) 681-9169
chris.heiler@landscapeleadership.com
www.LandscapeLeadership.com
@Inbound_Agency
@Chris_Heiler