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Social Media Marketing for Start-ups


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Leverage the power of social media to build brand awareness, attract site visitors, and turn customers into promoters. More details on this presentation: …

Leverage the power of social media to build brand awareness, attract site visitors, and turn customers into promoters. More details on this presentation:

Presentation delivered at an Emerging Entrepreneurs training session organized by the Learning Enrichment Foundation in Toronto, Canada.

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  • 1. Social Media Marketing forStart-upsAlex Rascanu l Marketing ManagerLeveraging the power of social media to build brand awareness,attract site visitors, and turn customers into promoters
  • 2. This Sessions Goal:Learn how to successfullyuse social media to grow your business.
  • 3. Agenda1. Inbound marketing and social media2. Why social media is key3. How to use social media4. What to share on social media5. Social media marketing goals
  • 4. 1. Inbound Marketingand Social Media
  • 5. Create and Share Marketing People Love:Relevant and Helpful
  • 6. The Inbound Marketing ProcessSource: HubSpot
  • 7. 2. Why Social MediaIs Key
  • 8. Social media is not a fad. It’s here to stay.
  • 9. Source: HubSpot80%of consumers connect withbrands on Facebook51%of Facebook fans aremore likely to buy the brands they fanSource: HubSpot
  • 10. 65%of B2B companiesacquired a customerthrough LinkedInSource: HubSpot
  • 11. Social mediashares act associal proofin the eyes ofpotential clientsand searchengines
  • 12. Benefits of Social Media Engagement:1. Leads people to your website2. Generates leads3. Impacts positively your search enginerankings4. Grows your online social presence5. Allows you to build relationships withbrand advocates and industry leaders
  • 13. 3. How to UseSocial Media
  • 14. Social MediaBest Practices:1. One time set-up2. Daily engagement
  • 15. Best Practices: 1. One time set-upClaim your company’s brand on Facebook,Twitter, Google +, LinkedIn, plus any other siteyour audience utilizes (e.g. Instagram)Optimize your company’s profile on all ofthese social media networks: include image orlogo, specify what your company does, andinclude 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 aboutyourself 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 voiceacross the social mediachannels
  • 23.  Be consistent- How often to postsocial media content2 to 4 times/day3 to 9 times/day1 to 3 times/day2 to 4 times/day- Schedule messagesin advance
  • 24.  Always include linksBy: Dan Zarrella at HubSpot- Twitter CTR Heat Map - Link to relevantcontent
  • 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 MediaContent Ideas
  • 27. 1. Blog posts- Share your own blog posts once you publishthem- From time to time, you can post some of yourolder 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 fromresource offers- Post excerpts from otherpeople’s blogs and resourceoffers 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 quickfacts- Answer common questions- Share statistics and little known factsrelating to your area of expertise- Answer questions that potential customersare asking now on social media (for Twitteruse HootSuite or TweetDeck, participate inLinkedIn groups, get active on Quora)
  • 32. 5. Social MediaMarketing Goals
  • 33. The main goal of social media is not…
  • 34. … to convertvisitors intoleads
  • 35. … or close leads into customers.
  • 36. Social media exists to…
  • 37. … turn strangers into visitors to your site
  • 38. … to build awareness of, familiaritywith, and trust toward your brand
  • 39. … and to delight customers, to turnthem into promoters of your brand.
  • 40. To achieve these goals, yoursocial media marketing shouldbe a combination of…
  • 41. TrustworthyindustryinformationPhoto source:Boughtonlaw
  • 42. Inspiration
  • 43. FunPhotos source: Moz
  • 44. Benefits those who share it
  • 45. Focus on engaging with your audience.The best way to get good at socialmedia marketing is to…
  • 46. Do it.
  • 47. Alex Rascanu l Marketing
  • 48. APPENDIXSources: HubSpot and MozPhoto credits:slide 2: 5 and 6: 9: 9: 10: 11: 14: 21: 22: 30: 33: 34: 35: 36: 37: 38: 41: 45: 46: