This short presentation addresses the essential pieces of a Social Media Marketing Strategy for Small Business Owners. Learn about what you need to know before marketing on Facebook, Twitter, and LinkedIn. Includes an essential look at the SMM Funnel.

1. Branding, Web, Digital Marketing Optimization
Fourtencreative.com

2. Forming Your Social Media Marketing Strategy
July 27, 2016 | Bellevue/Lynnwood Connections | Scott Bothel

3. Definitions
Social Media Marketing
Promotion of your core business goals through Social Media platforms.
Takeaway
Social media is not an end unto itself.

4. Definitions
Strategy
A plan of action to accomplish a specific goal.
Takeaway
Without a plan your have no way to measure success.

5. Business Goals & ROI

6. Business Goals & ROI
Define Your Bull’s Eye
Estimate Customer Value
Measure Your Costs

7. Platform Evaluation
Do less, better.
Facebook has 1.6 BILLION users.
Control vs. Community
Where does your audience live online?

8. The Funnel

9. The Funnel
The marketing/sales funnel represents the typical path of your ideal
customer.
It helps put a timeline to your customer experience.
It segments your audience for targeting.

10. Audience:
General Public
Content:
Inspiration,
Entertainment,
Interest
Measurement:
Share of Voice,
Reach, Engagement
Audience:
Potential Leads
Content:
Value, Tools,
Subscriptions
Measurement:
Subscribers,
Contacts
Audience:
Qualified Leads
Content:
Email, Re-
marketing, Ads
Measurement:
Click-throughs
Audience:
Customers
Content:
Landing Page,
Product Page
Measurement:
Conversions

11. Organic Vs. Paid

12. Organic Reach
Your fans, followers, and contacts.
Builds slow.
Lasts long.
Highly competitive.

13. Paid Advertising
Your ideal audience by demographics.
Targeted.
More specific ROI.
On-demand access.
Can help build Organic Reach.

14. Measure & Manage

15. Measurement
Share of Voice
Reach
Engagement
Click-throughs
Conversions

16. Tools
Free
Hootsuite (3 Networks)
Buffr (Individual)
IFTTT
Tweetdeck
Paid
Hootsuite Pro
Buffr
Sprout Social