Social Works - Social Media Marketing 101 for Small Business
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This presentation was delivered to live audiences by Marguerite Inscoe, Small Business Strategist and Marketing Consultant of ReLaunchU. Learn more about her small business consulting and coaching at http://relaunchuoff.com
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Social Works - Social Media Marketing 101 for Small Business
- 1. Social Works Social Media 101 for Small Business Services and Solopreneurs Presented by Marguerite Inscoe
- 2. Social Media Quiz How many US adults How many YouTube online use Facebook? videos watched per • 50% month? • 70% • 100 million • 90% • 500 million • 800 million What percent of B2B How many tweets companies actively use happen a day on Twitter? Linkedin? • 50 million • 12% • 123 million • 27% • 175 million • 47%
- 3. Social Media Quiz How many US adults How many YouTube online use Facebook? videos watched per • 50% month? • 70% • 100 million • 90% • 500 million • 800 million What percent of B2B How many tweets companies actively use happen a day on Twitter? Linkedin? • 50 million • 12% • 123 million • 27% • 175 million • 47%
- 4. By the end of this presentation you will be able to… • Describe the advantages social media provides small business owners for marketing their services • List which social media is appropriate for your business, and how it can help you find new clients • Explain how to avoid hang-ups and employ short-cuts to using social media
- 5. Why Social Media? People’s trust in ads is Social marketing is diminishing. stronger than ever. Businesses can connect Social media is the with clients, increase perfect platform for visibility, and promote social marketing. themselves at little to no cost.
- 6. A few statistics to keep in mind… • Over 80% of Americans use a social network • 91% of online adults use SM regularly • 40% of users access it on their phone • 25% of small businesses have no strategy • 55% of companies have no response process to customer feedback
- 7. Impact on Your Online Presence • SM sites are authority websites • Terrific referral source for website traffic • SM sites are mobile friendly (is yours) • Other online platforms integrate with SM
- 8. Inbound Marketing Copyright © 2013 LaunchU LLC All rights reserved.
- 9. General Best Practices • Set goals • Allot time for managing • Define strategy and operating procedures • Complete profile information (cross-reference) • Attractive/branded banners and thumbnails • Use optimal settings • Use analytic tools and reports
- 10. Efficiency and Effectiveness Use tools to help schedule updates. Check in regularly to make real time updates and responses. Monitor your overall effectiveness.
- 11. Common Questions • Numbers or engagement? • Ability to measure ROI?
- 14. Common (but deadly) Mistakes • Not following codes of conduct – Person profile promoted as business – Relationship establishment protocols – Using profile image space to hold an ad – Conducting activities that incite complaints
- 16. 1. The quality of your marketing next to competitors 2. The strength and weakness of current marketing system 3. What to implement immediately to get greater results 4. Long-term marketing strategies to consider Copyright © 2013 LaunchU LLC All rights reserved.
- 17. 1. Helps you redefine your business niche 2. Provides guidance on branding, image, and promotional system that is affordable and sustainable 3. Recommends resources and experts you can use to put the plan into action 4. Outlines a schedule and expenses estimate to launch the new marketing system Copyright © 2013 LaunchU LLC All rights reserved.
- 18. 1. Same as solo coaching program 2. 2 or 3 business owners per group 3. Cost of program is split among participants 4. Mix of virtual and local meetings 5. Coaching begins in March (bi-weekly meetings) Copyright © 2013 LaunchU LLC All rights reserved.
- 19. Copyright © 2013 LaunchU LLC All rights reserved.
- 20. Launch Sequence Blog Perspectives and strategies on promoting a successful professional small business. Copyright © 2013 LaunchU LLC All rights reserved.
- 21. Top Social Media • Facebook • Twitter • Linkedin • YouTube • Worthwhile mentions – Google Plus – Pinterest
- 22. Facebook • Created for friend and fan interaction • 93% of adult internet users • Best for B2C businesses • Unique features – Business pages – Events calendar – Available apps – Starting their own search engine, Graph
- 24. Facebook Profiles Pages Owned by a real person Represents an organization or cause Up to 5000 friends (unlimited subscribers) Unlimited “likes” Newsfeed – updates from friends and liked pages Newsfeed – updates from other pages “liked” Must be a friend to see profile and wall Might have to “like” page to post to wall Favorite friends appear higher in newsfeed and in Updates gain priority in newsfeeds through notifications engagement and paid promotion Must have 400 friends to access update promotions Must have 400 likes to access update promotion for for pay pay Can schedule posts to the day Can schedule posts to the minute
- 25. Great Facebook Pages • Chantel Ray • Michael Port • Jim Hicks Homes • Interim Business Solutions
- 26. Twitter • Micro blogging, 120 character limit • Good for B2B or B2C • 200,000,000+ active users • Unique features – Phone integration – Display image and video in tweets – Hashtags for conversations/topic sorting – Profiles can be either personal or business
- 27. Tweet Breakdown
- 29. Great Twitter Profiles • Steve Willinger • Kimber Seldon • Boulder Chiropractic
- 30. Twitter Practices • Write profile to contain keywords • Put email or phone# on byline • Use a tweet management system • Send same tweet multiple times • Use tweet etiquette • Establish tweeting personality early
- 31. LinkedIn • Professional networking • Best for B2B services • Unique features – Better than a resume (SEO yourself) – Recommendations – Company profiles – Discussion Groups – Signal – Industry news – LinkedIn Profiles
- 32. Top LinkedIn Practices • Decide what keywords you want to optimize • Create complete and detailed profile • Write in first person and use a CTA in the summary • Engage people on home feed, Signal, and groups • Request connections and follow up with personal letter
- 33. YouTube • Video sharing – Broadcast Yourself • 800 million unique visitors a month • Unique Features – Create your own channel – Playlists – Ease of embedding and social sharing – Monetization thru ads YouTube Channel Example
- 34. Important YouTube Details • Do not share copy-written music or images • Must be a YT partner if video is over 15 min • Keyword optimize your videos • Use a good camera and microphone
- 35. Top Social Media Which do you plan to explore more?
- 38. Social Works Social Media 101 for Small Business Services and Solopreneurs Presented by Marguerite Inscoe
Notes de l'éditeur
- Opening activity – Ask the following questions:How many of you have clicked on something of interest shared by a connection of yours on SM?How many of you share things you find on the internet with the sharing buttons?How many of you have liked a business page?How many of you have used social media as a way to “research” a business service you are interested in?
- Why social media
- 3Q 2011 social media report from Nielsen. Also numbers from Top Dog Social Media
- Authority websites mean that their content is instantly index by Google and held with higher relevance. First page search results of your name and business lists your social media. Establish unique username (name of business) immediately for all popular social media so it cannot be captured and used by others.Facebook is top referrer, then twitter, and linkedin. Google is feeling the impact. Social media provides personal endorsements. Referrals can only happen when backlinks to your website are available. Since 40% of social media is accessed through phones, what happens when someone clicks the links to your website? Do you have a mobile friendly version ready?You’ve probably noticed everywhere how you can login with social media, and share anything of interest with your social media. On the internet it is almost inescapable, people expect to use it!
- Inbound marketing is the modern approach to marketing today. It’s setting yourself up to be easily found by those who want you. This aligns perfectly with a niche business structure – being a resource, high value service packages, and strategic relationships.Keys to inbound marketing is the website acting as a hub with spokes leading in from social media, search engine keywords, blogsphere, other websites, and your own email list.Outbound marketing is focused on throwing a message out to a wide audience and hoping it sticks. However, today’s world is inundated with this kind of marketing. It’s hard to get noticed.Inbound marketing focuses on long-term strategies and should be the primary means of your marketing approach.
- The “about” space on any profile should contain all contact information. Make phone number, email, website, and physical address (if applicable) the priority. Add info about other social media profile if possible.
- ROI – argued as impossible to really measure due to complexity of network. Can set goal for Return-on-interaction. Also, can prove ROI on a one or two case basis.Engagement is always more valuable than numbers.
- Present how this works going backwards (middle and outwards). Then return going outside in talking about conversion.Points – Conversion rates at each level, need for sales skill to close the deal, goals of the social media affect conversion (resources vs lead generation)Similar process to finding strategic alliances except probably no sales.
- Personal or profession – decide pros and cons then stick with it.
- This package is best for businesses with established marketing practices. It focuses primarily on assessing competition and improving marketing tactics. It is very helpful for establishing annual marketing plans. The business owner implements Rocket Booster’s recommendations. It costs $445.
- The coaching program helps business owners establish or reestablish their business in a new niche. It focuses on applying the business practices we discussed so far in addition to establishing a marketing strategy and implementing it. Depending size of the business the coaching costs between $1800 and $2000.
- I am running a special in February for business owners who would like to team up for group coaching. It the same program, but sessions are conducted as a small group. The cost of the program is split between the participants.
- I have a wonderful blog called, Launch Sequence. Everyone who subscribes get my email course/ebook. If this interests you, just select that option on your feedback form.Now, let’s continue to part two of this presentation. This is were I put on my marketing consulting hat.
- It is advisable to focus on one and maybe two forms of social media. Choice is heavily dependent on the target market. Invest time and some money in educating self on media of choice. Top gurus offer tons of free information. Subscribe to blogs, watch webinars, attend workshops. Stay updated on changes.Every small business professional must have a complete and ideally detailed Linkedin profile to establish their experience and reputation online.
- 845 million active users. 57% users are women (compared to 81% on pinterest). 46% of users over the age of 45. 47% of users have 50,000-99,000 in household income.Calendar – allows you invite your friends and contacts to local events (not on your mailing list)Apps – tons of fun quirky stuff. For businesses, connection to contact management system, Pagemodo, speakpipe
- https://www.facebook.com/chantelrayrealestate – great use of contestshttps://www.facebook.com/michaelport – make business personalhttps://www.facebook.com/JimHicksHomePro – Good eye candyhttps://www.facebook.com/InterimBusinessSolutions – Make business services personal
- Activ
- Active tweeting moments –world cup, superbowl, tsunami in Japan…
- Lady gaga 19 million, justinbieber 17 million followers
- https://twitter.com/stevenwillinger - shows good twitter interaction and sharinghttps://twitter.com/kimberleyseldon – very personablehttps://twitter.com/networkwellness – Business focused
- 200 million members, 40% upper mngt/owner, average income is over $109,000Ave age is 4465% of journalist have used linkedIn for research information.47% of B2B companies actively use LinkedIn.
- https://www.youtube.com/user/bebexoViewing of YT video on mobile triples in 2011
- https://www.youtube.com/user/bebexo
- It is advisable to focus on one and maybe two forms of social media. Choice is heavily dependent on the target market. Invest time and some money in educating self on media of choice. Top gurus offer tons of free information. Subscribe to blogs, watch webinars, attend workshops. Stay updated on changes.Every small business professional must have a complete and ideally detailed Linkedin profile to establish their experience and reputation online.
- Opening activity – Ask the following questions:How many of you have clicked on something of interest shared by a connection of yours on SM?How many of you share things you find on the internet with the sharing buttons?How many of you have liked a business page?How many of you have used social media as a way to “research” a business service you are interested in?