Leverage the power of social media to build brand awareness, attract site visitors, and turn customers into promoters. More details on this presentation: http://www.alexrascanu.com/social-media-marketing-startup/ Presentation delivered at an Emerging Entrepreneurs training session organized by the Learning Enrichment Foundation in Toronto, Canada.

1. Social Media Marketing for
Start-ups
Alex Rascanu l Marketing Manager
Leveraging the power of social media to build brand awareness,
attract site visitors, and turn customers into promoters

2. This Sessions' Goal:
Learn how to successfully
use social media to grow your business.

3. Agenda
1. Inbound marketing and social media
2. Why social media is key
3. How to use social media
4. What to share on social media
5. Social media marketing goals

4. 1. Inbound Marketing
and Social Media

5. Create and Share Marketing People Love:
Relevant and Helpful

6. The Inbound Marketing Process
Source: HubSpot

7. 2. Why Social Media
Is Key

8. Social media is not a fad. It’s here to stay.

9. Source: HubSpot
80%
of consumers connect with
brands on Facebook
51%
of Facebook fans are
more likely to buy the brands they fan
Source: HubSpot

10. 65%
of B2B companies
acquired a customer
through LinkedIn
Source: HubSpot

11. Social media
shares act as
social proof
in the eyes of
potential clients
and search
engines

12. Benefits of Social Media Engagement:
1. Leads people to your website
2. Generates leads
3. Impacts positively your search engine
rankings
4. Grows your online social presence
5. Allows you to build relationships with
brand advocates and industry leaders

13. 3. How to Use
Social Media

14. Social Media
Best Practices:
1. One time set-up
2. Daily engagement

15. Best Practices: 1. One time set-up
Claim your company’s brand on Facebook,
Twitter, Google +, LinkedIn, plus any other site
your audience utilizes (e.g. Instagram)
Optimize your company’s profile on all of
these social media networks: include image or
logo, specify what your company does, and
include a link to your website

16. Facebook fan page example

17. LinkedIn page example

18. Twitter profile example

19. Google + page example

20. Best Practices: 2. Daily engagement
 Engage in conversations: don’t just talk about
yourself
 Develop a unique, but uniform voice
 Be consistent in publishing content
 Always include links and often mention others
 Keep track of your ROI

21.  Engage in conversations

22.  Develop a unique, but uniform voice
- Create a style guide - Have a uniform voice
across the social media
channels

23.  Be consistent
- How often to post
social media content
2 to 4 times/day
3 to 9 times/day
1 to 3 times/day
2 to 4 times/day
- Schedule messages
in advance

24.  Always include links
By: Dan Zarrella at HubSpot
- Twitter CTR Heat Map - Link to relevant
content

25.  Keep track of your social media ROI
- Use a marketing automation tool
(e.g. HubSpot, Marketo, Eloqua, Pardot, Act-On)
HubSpot dashboard example

26. 4. Five Social Media
Content Ideas

27. 1. Blog posts
- Share your own blog posts once you publish
them
- From time to time, you can post some of your
older content as well, as long as it’s evergreen

28. 2. Resource offers
- Share the resources you’ve just created
(whitepapers, webinars, infographics, etc.)
- Post resources you’ve created in the past,
but which are still evergreen

29. 3. Interesting excerpts
- Post excerpts from blog posts
- Share excerpts from
resource offers
- Post excerpts from other
people’s blogs and resource
offers related to your industry
(and let them know you did this)

30. 4. Visual content
- Share visual content (esp. on Facebook,
Instagram, Pinterest, Google +)

31. 5. Answer questions and share quick
facts
- Answer common questions
- Share statistics and little known facts
relating to your area of expertise
- Answer questions that potential customers
are asking now on social media (for Twitter
use HootSuite or TweetDeck, participate in
LinkedIn groups, get active on Quora)

32. 5. Social Media
Marketing Goals

33. The main goal of social media is not…

34. … to convert
visitors into
leads

35. … or close leads into customers.

36. Social media exists to…

37. … turn strangers into visitors to your site

38. … to build awareness of, familiarity
with, and trust toward your brand

39. … and to delight customers, to turn
them into promoters of your brand.

40. To achieve these goals, your
social media marketing should
be a combination of…

41. Trustworthy
industry
information
Photo source:
Boughtonlaw

42. Inspiration

43. Fun
Photos source: Moz

44. Benefits those who share it

45. Focus on engaging with your audience.
The best way to get good at social
media marketing is to…

46. Do it.

47. Alex Rascanu l Marketing Manager
@alexrascanu
www.poweredbysearch.com
alex@poweredbysearch.com

48. APPENDIX
Sources: HubSpot and Moz
Photo credits:
slide 2: http://goo.gl/JCtdN
slides 5 and 6: http://www.hubspot.com/inbound-marketing
slide 9: http://www.flickr.com/photos/cindy47452/3682879212
slide 9: http://www.flickr.com/photos/haagsuitburo/8334513758
slide 10: http://www.nyse.com/images/about/LinkedInOB.JPG
slide 11: http://www.poweredbysearch.com/top-seo-tools-experts-use
slide 14: http://www.flickr.com/photos/sprengben/4462026879
slide 21: http://www.flickr.com/photos/dellphotos/8534711615
slide 22: http://www.economist.com/styleguide/introduction
slide 30: http://passportsprada.blogspot.ca/2011_12_01_archive.html
slide 33: http://www.flickr.com/photos/nathangibbs/98592171
slide 34: http://www.flickr.com/photos/vidarino/156396140
slide 35: http://www.flickr.com/photos/43259949@N04/8492690400
slide 36: http://www.flickr.com/photos/43335486@N00/6967423963
slide 37: http://www.flickr.com/photos/bocavermelha/66759796/
slide 38: http://www.flickr.com/photos/98876848@N00/3155400274
slide 41: http://www.boughtonlaw.com/people/lawyers/roger-s-watts/
slide 45: http://www.robwilkerson.net/2012/08/do-what-you-can-its-least-god-expects.html
slide 46: http://www.flickr.com/photos/moritzaust/7832726374/