Presentation slides from the social media marketing introduction workshop as part of Destination Digital business support programme from Connecting Cambridgeshire.
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7. 1. Marketing
Marketing is communication.
A business communicates it's products, services and most
importantly its expertise to the market.
8. 1. Marketing
Marketing has changed.
Broadcasting, or shouting at clients no longer works.
Who likes unsolicited phone calls?
9. 1. Marketing
Marketing has moved online in a big way.
A new type of marketing is emerging, it is called social media
marketing or content marketing.
The single biggest difference with this type of marketing is that it is
USEFUL to the potential client, it is educational.
10. 1. Marketing
Marketing should always be launched and based from your own
website. On the property you own.
Your website is the one place where you can track, measure and
analyse the success of your marketing.
It is also the only place where you should “sell” your product.
11. 2. Media
Media, which we will refer to as “CONTENT” from now on, is the
foundation of successful online marketing.
There are many types of content, but the most powerful type is
educational content, or USEFUL content.
13. 2. Media
Why would you want to educate your potential client?
By providing your client with useful information for free, your
business becomes USEFUL.
When your business becomes USEFUL and continues to be
useful, your potential client will start to connect with your business.
14. 2. Media
Educating your potential client also shows them your expertise.
People do not buy from people, people buy from people with
authority.
Authority is founded on expertise, communicating your expertise to
a potential client is the key to generating trust.
15. 2. Media
So if you can educate a potential client, you can show them your
expertise and this is where media/content comes in.
If you make your content USEFUL to your potential client, they will
want to come back and consume more of your content. Each time
deepening the social link between your business and your potential
client.
16. 3. Social
What does it mean to be social?
Being social is about forming relationships.
17. 3. Social
Relationships that result in transactions require, some say, 7 steps
or 7 points of contact.
It is a bit like getting married...
18. 3. Social – the marriage steps:
1. Notice someone
2. Introduce yourself
3. Have a conversation
4. Go on a date
5. Get to know each other
6. Propose
7. Get married
19. 3. Social
How would you feel if someone you did not know walked up to you
and asked you to get married?
Many businesses approach their client with a marriage proposal as
the very first step.
20. 3. Social
Starting a social conversation, is where a meaningful relationship
starts. But what should you chat about?
You should be social around areas of common interest.
If your business deals with cars, talk about cars, if it deals with
finance, talk about finance, if your business deals with cats, talk
about cats...
21. 3. Social – using social channels
You want to get people from social channels, to your own property.
To your website with its USEFUL content, if you have nothing
useful there, then you have nothing to draw clients back to.
Once they have agreed to date you, and visit you on a regular
basis, they can then be exposed to your call to action, which
should be on your website, your marriage proposal.
22. 3. Social – which platforms?
Where are your potential clients hanging out?
Facebook?
Twitter?
LinkedIn?
Google+?
Wherever they are, that is where you need to be social.
23. 3. Social – which platforms?
The most powerful of all the platforms is?
24. 3. Social – which platforms?
Google+
Everyone that uses Google search, is exposed to Google+ content
on a regular basis.
Google+ sits over the top of YouTube, Gmail, Android, Business
Apps etc, it is the most powerful of all the platforms because it is
the only one that produces search return benefit.
25. Measuring success
With social media marketing it is difficult to measure causation, but
you can measure correlation.
Causation is being able to say A caused B.
Correlation is being able to say increasing A has a matching
increase with B.
26. Measuring success
So your social media marketing should cause other activities in the
business to rise.
Simple things to measure are follower counts on platforms, levels
of engagement, traffic hits on your website.
The important thing to look for is a correlation of activity.
27. Measuring success
The one platform that is different is Google+, this platform should
show a search return benefit or improvement which is easy to
measure.
Example:
Web presence marketing – 3 weeks to get on page 1 of Google
incognito search.
28. Examples
Have a look at these companies to see social media marketing in
action:
1. Coca Cola
2. McDonalds Canada
3. Redbull
29. Closing thoughts:
Creating good social media marketing is founded on having a good
Web Presence that is useful to clients, it is like a field of flowers,
that bees are attracted to.
You are only as good as your content is useful.
It takes time and commitment, but if done right is the most powerful
type of marketing your business can engage in.
