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:

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

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Social Media Marketing for Start-ups

  1. 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. 2. This Sessions Goal:Learn how to successfullyuse social media to grow your business.
  3. 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. 4. 1. Inbound Marketingand Social Media
  5. 5. Create and Share Marketing People Love:Relevant and Helpful
  6. 6. The Inbound Marketing ProcessSource: HubSpot
  7. 7. 2. Why Social MediaIs Key
  8. 8. Social media is not a fad. It’s here to stay.
  9. 9. Source: HubSpot80%of consumers connect withbrands on Facebook51%of Facebook fans aremore likely to buy the brands they fanSource: HubSpot
  10. 10. 65%of B2B companiesacquired a customerthrough LinkedInSource: HubSpot
  11. 11. Social mediashares act associal proofin the eyes ofpotential clientsand searchengines
  12. 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. 13. 3. How to UseSocial Media
  14. 14. Social MediaBest Practices:1. One time set-up2. Daily engagement
  15. 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. 16. Facebook fan page example
  17. 17. LinkedIn page example
  18. 18. Twitter profile example
  19. 19. Google + page example
  20. 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. 21.  Engage in conversations
  22. 22.  Develop a unique, but uniform voice- Create a style guide - Have a uniform voiceacross the social mediachannels
  23. 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. 24.  Always include linksBy: Dan Zarrella at HubSpot- Twitter CTR Heat Map - Link to relevantcontent
  25. 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. 26. 4. Five Social MediaContent Ideas
  27. 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. 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. 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. 30. 4. Visual content- Share visual content (esp. on Facebook,Instagram, Pinterest, Google +)
  31. 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. 32. 5. Social MediaMarketing Goals
  33. 33. The main goal of social media is not…
  34. 34. … to convertvisitors intoleads
  35. 35. … or close leads into customers.
  36. 36. Social media exists to…
  37. 37. … turn strangers into visitors to your site
  38. 38. … to build awareness of, familiaritywith, and trust toward your brand
  39. 39. … and to delight customers, to turnthem into promoters of your brand.
  40. 40. To achieve these goals, yoursocial media marketing shouldbe a combination of…
  41. 41. TrustworthyindustryinformationPhoto source:Boughtonlaw
  42. 42. Inspiration
  43. 43. FunPhotos source: Moz
  44. 44. Benefits those who share it
  45. 45. Focus on engaging with your audience.The best way to get good at socialmedia marketing is to…
  46. 46. Do it.
  47. 47. Alex Rascanu l Marketing
  48. 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:
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