By now, you know the basics of using social media for your business (getting setup, how to post, etc.). Take your social media strategy to the next level and go from “intermediate” to “expert,” so you can start seeing significant growth in your business. In this social media marketing presentation, you will learn: -- How to convert your current followers into paying customers -- Using tactics the experts use to increase engagement -- Turning your engagement into recurring business -- Covers major platforms: Twitter, Facebook, Google+, Instagram, LinkedIn

1. Become a Social Media
Marketing Expert
gethelp@localvox.com localvox.com

2. What We Will Cover Today
• Social media foundation
• Evaluate your efforts
• Fine-tune your strategy
• Engagement tactics
• Social media advertising
• Drive more traffic
• Resources
• Q&A

3. SOCIAL MEDIA FOUNDATION

4. You already know:
• Get setup on social media
• Managing your pages
• The value social media brings
to your marketing strategies
• How to engage with your customers
• The social media channels that work
best for your business
If you need help getting started, email us at gethelp@localvox.com
Starting Point

5. EVALUATE YOUR EFFORTS

6. Use insights your audience
already provides you to grow:
• Twitter Analytics
• Facebook Insights
• LinkedIn Analytics
• Instagram Analytics
• Google+ Analytics
Social Analytics

7. Twitter Analytics

8. View metrics about your
Page's performance
Learn which posts have
the most engagement
See data about when your
audience is on Facebook
Facebook Insights

9. Updates: covers
reach and engagement
of your posts
Followers: demographics,
trends and competitive
comparisons
Visitors: contains
details about who
views your page
LinkedIn Analytics

10. Metrics you can see in each
Instagram post:
• Number of likes
• Comments
• Location
• Hashtags
• Tags
Instagram Analytics

11. • Total +1’s
• Total shares
• Total comments
• Total engagement
(+1’s + Shares + Comments)
Google+ Analytics

12. FINE-TUNE YOUR STRATEGY

13. • Blend business and
your brand
• Balance your strategy to
include business (revenue)
and brand (who your
business is)
• Create campaigns that mix
business promotion and
brand promotion
Mix Business + Brand

14. What do your fans
and followers
respond to most?
Listen Closely

15. ✓ Buy identifying your buyer personas you can understand who your
customer is and how to reach them on social media
A buyer persona is a representation of your ideal
customer (or customers) based on research and data
from your existing customers.
Create Buyer Personas

16. Trying to appeal to all audiences can dilute your
brand, focus on a niche to stay relevant to
communities
Find Your Niche

17. ENGAGEMENT TACTICS

18. • Sell the blue or gold dress? Promote the fact that you have
both colors!
• Have bad weather? People can relate, commiserate with
them
Be the Popular Kid
Embrace Trends

19. Use Twitter’s
Advanced Search to:
Narrow your search
Connect with people who
talking about your business
Look for specific people
Reach out to people nearby
your location
Be timely
Custom
Use Twitter’s Advanced Search

20. • Always be ready to engage
• Trends come and go (as well
as holidays and weather)
• Creating content people can
always relate to and use
creates engagement over
and over
Create Evergreen Content

21. • Keep call-to-actions focused
• Tweets that ask to be retweeted are 12x more likely to be
retweeted than those that don’t
• Keep your intention (and expectations focused)
Use Clear Call-to-Actions

22. Types of #hashtags:
• Brand
• Campaign-specific
• Trending and existing
• Content
• Product
#hashtag Campaigns

23. Types of downloadables:
• Templates
• E-Books
• Podcasts
• Photos
• Videos
Downloadables

24. Infographics + Images

25. • Tagging
• Retweets
• Comments
Social Media Functions
• #hashtags
• @mentions
• Micro-content

26. • Guarantee your
profiles are active
• Don’t post a lot and
forget for a week,
schedule posts so you
can always appear in
feeds.
• Be able to respond
and engage with uses
through one tool
Tools

27. SOCIAL ADVERTISING

28. • How are people receiving and absorbing content?
• 56% of Facebook users say they have clicked on an
advertisement
• 51% of businesses who used social advertising found it to be
effective (while only 36% of businesses found email
marketing successful)
Why Social Advertising?

29. • 16% of page subscribers regularly see your posts
• Facebooks fans are worth an estimated $174
Facebook Ads

30. 1. External site ads: clicking these ads takes
users away from Facebook and to the
advertiser’s website
2. Page promoting ads: allows you to
promote your Page and gain more Likes
3. Promoted posts: help you reach more of
your fans.
3 Types of Facebook Ads

31. • Set a daily budget
• Target your audience
• Pay when there’s engagement
Twitter Ads

32. • Promoted Accounts: targeted users are invited to follow your
account, they appear in the “Who To Follow” section
• Promoted Tweets: boost the reach of your tweet and pay only
when user’s engage, targeting the audience you want to
reach
Twitter Ad Types

33. DRIVE MORE TRAFFIC

34. Marketing without data
is like driving with your
eyes closed.
-- Dan Zarrella
“
”
Link to Your Website

35. A UTM (Urchin Traffic Monitor) is a code attached to the end
of an URL that tracks your campaign’s performance
THE STRUCTURE OF A TYPICAL UTM CODE
http://www.yourwebsite.com/?
utm_source=yoursource&utm_medium=yourmedium&utm_campaign=y
ourcampaignname
UTM Tracking Codes

36. SOURCE
Where your link is hosted, affiliate website, email campaign name
or other platform
MEDIUM
The vehicle of your message (i.e.: PPC, email, social media)
CAMPAIGN
Your message or promotion (i.e.: product sale, newsletter signup)
http://localvox.com/resources/social-media-for-business-webinar/?
utm_source=social&utm_medium=twitter&utm_campaign=webinar
UTM Code Breakdown

37. Google Analytics Tracking

38. STEP
3
http://www.mirage.com/summer/?
utm_source=social&utm_medium=facebook&ut
m_campaign=dining-credit-promo
STEP
1
STEP
2
/summer/
Track in Google Analytics
Google Analytics Setup

39. ADDITIONAL RESOURCES

40. Social Inbox
Visit localvox.com/solutions/social-inbox for a free demo!
ANew
LocalCast Feature
✓ See entire conversations
on 1 screen
✓ Smarter metrics
✓ Enhanced photo-sharing
capabilities
✓ Link all your networks

41. Simple, Effective and Affordable
Local Online Marketing
✓ Search
✓ Social
✓ Mobile
✓ Email
✓ Advertising
✓ Website
✓ PR
✓ Lead Gen
Get your free SEO report today!
localvox.com/free-seo-report

42. eBooks
DOWNLOAD
localvox.com/resources
Blog
SUBSCRIBE
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More Local Marketing Resources

43. Please use the chat feature to ask your question
If we don’t get to your question today, email us at
gethelp@localvox.com or tweet at us with #LocalVoxWebinar