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3 Ways to Pump up Your Social Media Efforts
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3 Ways to Pump up Your Social Media Efforts

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Social media is no longer a passing fad, it’s here to stay. And frankly, a must for your small business as an inexpensive way to get your message out and reach your audience. So how can you be ...

Social media is no longer a passing fad, it’s here to stay. And frankly, a must for your small business as an inexpensive way to get your message out and reach your audience. So how can you be successful at finding new customers and building your brand using these online tools without spending tons of time, effort and money on it?

In this Small Business Marketing 101 Webcast, we'll explore the three secrets for pumping up your social media efforts in little time and with little effort.

You'll come away with knowledge on:

The top updates and tweets you should be sending
How to gain traction and new followers
How to take these online conversations to offline and ultimately build your business.

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  • Good afternoon, I ’m Lora Ullerich, digital media specialist with Cole Information and today we’re talking about 3 Secrets to Pump up Your Social Media Efforts. If you’re like most small businesses, you’ve got your social media sites set up, but it’s been awhile since you updated them. be successful in finding new customers and building your brand using these online tools without spending tons of time, money & effort on it.
  • Today you’ll come away with knowledge on what Things you should be pinning, tweeting, posting, etc. How to gain traction & new followers— And most importantly, how to convert those followers into leads. There’s good news though—you don’t have to spend a lot of money to do this. According to a recent Brain & company study that surveyed 3,000 consumers they found: “Customers who engage with companies over social media spend 20 percent to 40 percent more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher net promoter score, a common measure of customer loyalty.” My name is Lora Ullerich & I’m the digital media specialist for Cole Information & today’s session framework includes: And I’ll finish up with 5 action points you can start on right now. http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/289931/40-Ideas-for-Engaging-Social-Media-Content-You-Should-Be-Posting
  • We also have a an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
  • We also have a an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
  • Cole Community features articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. Best of all, it ’s FREE! We invite you to take a look around, check out the site & use it as a resource for your needs.
  • After poll question: Constant Contact recently polled 917 decision makers on how running a small business has changed & the statistics are what I hear everyday—it’s tough! Among those biggest changes in the past 5 years: 84% say using or using more online marketing tools 59% say it’s the uncertain economic conditions 27% say it’s using or using more of the automated business solutions –like payroll, inventory, etc.
  • At the same time, stats indicate customers are more transient & online than ever before.
  • The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them.
  • The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them. The only way to really know when that time is to test various days, times and social media tools to see which works best for them.
  • The three pump up secrets include: Images and pictures are more important than ever. So, I’ll talk about how you can add a visual/creative interest to build your following. Social media is all about two-way conversations & relationship building. I’ll have some tactics to for how you can get consumers involved in your efforts to build your brand, stay top of mind and maintain relevance. How your biggest asset of your small business is you! And now more than ever, it’s a great time to be a small business. So we’ll have tips on how to collaborate with other businesses & utilize your location to your advantage.
  • Before we event get to social media…take a moment and ask yourself…”What sets me apart from my competition? This isn’t a hard sell or promoting yourself, rather it’s about relationship building. Every company has a story. If you tell yours compellingly on your website, in your brochures, and in other strategic places, you can enjoy some significant benefits. Potential customers will discover that you are the kind of company they would like to do business with because of your innovations, honesty, work ethic, past history, or other positive traits. Yet how can you write a story that conveys those central values in an engaging and interesting way? According to a post written by Veronica Maria Jarski for Marketing Profs., here are some questions to ask before you start to write: What is interesting about how your business was founded? And about your founder? What big problem or challenge is your company trying to solve? What inspired your business? What “aha” moments have you had? How has your business evolved as a result? What’s an unobvious way to tell your story? What do you consider normal and boring that other people would think is cool? To those suggestions, let me add a suggestion that after you have written your story, let a lot of people review it before you use it on your website or elsewhere. Your employees, customers, and even your vendors can offer suggestions that will help your story become not just good, but great. be a subject matter expert in your field. You can do this by posting interesting content, be interested in others’ content & repost if applicable and offer tips, ideas, suggestions for your industry or service.
  • So know that you know who you are, you’ve found your voice, what makes you unique in the marketplace, next let’s talk about your audience. Who are your customers? Cole Information has products—depending on your industry—to help you figure out these demographics. Consider their: Age Gender, Estimated income level Estimated home value. Cole has products/tools on how to research that information –for example with Cole Lists you can clone your best customers. Next ask, is that consistent with your ideal target market? Survey/poll Let’s face it, most people are hanging out on Facebook—so start there.
  • Using brand evangelists and asking them to think outside the testimonial is huge & with social media, it’s can be amped up even more. This is Phil Spry—and he’s a customer of ours. But more than that
  • Mercury insurance group has a great page I came across & as you can see they’ve got 2,536 likes… Not only that, they have 89 people talking about this. I called and talked to their public relations person—Jessica-- and here’s what she told me for how they created this level of fan engagement: They plan their posts a month in advance and typically schedule them out. Their topics are based on environmental triggers—for instance in California, it’s wildfire season, so posts like that topic, legistlation, markets & any promotions that they’re running. They try to post ¾ times a week. . “How can you extend that with things other than direct product pitches? It’s all about the connection, and anyone with a local footprint has the opportunity to make a local connection.”
  • Mercury insurance group has a great page I came across & as you can see they’ve got 2,536 likes… Not only that, they have 89 people talking about this. I called and talked to their public relations person—Jessica-- and here’s what she told me for how they created this level of fan engagement: They plan their posts a month in advance and typically schedule them out. Their topics are based on environmental triggers—for instance in California, it’s wildfire season, so posts like that topic, legistlation, markets & any promotions that they’re running. They try to post ¾ times a week. . “How can you extend that with things other than direct product pitches? It’s all about the connection, and anyone with a local footprint has the opportunity to make a local connection.” Need more ideas: inbound marketing agents has 40 ideas that I’ll provide in the follow up email. http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/289931/40-Ideas-for-Engaging-Social-Media-Content-You-Should-Be-Posting Ask yourself: why should people care about this? How does this relate back to my business/service.?
  • This is McPeak & Associates, an agency located in Oklahoma City that one of our customers is an insurance agent there. They’ve got 39 likes & I talked to the office manager, Theresa, and she and the agency owner, Mike are administers of the page. They try to post once a day, mixture of quotes, pictures & questions. What’s your secret for fan engagement? Is it pictures, regular posts? Giveaways? Asking questions? Community involvement? Being a subject matter expert? Other? Quote he’s come across that resonates with him. Pick questions, like formally protected, what would happen if you were gone. Who manages your page? Mike & the office manager both manage How long have you had it? Personal is personal. Don’t want everyone to know what’s going on personally & family. No appropriate. How many times do you post a day/week? Try to post once a day –Theresa. Do you have a social media calendar on updates/posts? Or do you wing it? Wing it. Do you think it’s moved the needle regarding finding new customers? not seeing results at the What’s your tips for other agencies to use this tool to gain followers & increase word of mouth? Invite people to like the page.
  • This is McPeak & Associates, an agency located in Oklahoma City that one of our customers is an insurance agent there. They’ve got 39 likes & I talked to the office manager, Theresa, and she and the agency owner, Mike are administers of the page. They try to post once a day, mixture of quotes, pictures & questions. What’s your secret for fan engagement? Is it pictures, regular posts? Giveaways? Asking questions? Community involvement? Being a subject matter expert? Other? Quote he’s come across that resonates with him. Pick questions, like formally protected, what would happen if you were gone. Who manages your page? Mike & the office manager both manage How long have you had it? Personal is personal. Don’t want everyone to know what’s going on personally & family. No appropriate. How many times do you post a day/week? Try to post once a day –Theresa. Do you have a social media calendar on updates/posts? Or do you wing it? Wing it. Do you think it’s moved the needle regarding finding new customers? not seeing results at the What’s your tips for other agencies to use this tool to gain followers & increase word of mouth? Invite people to like the page.
  • For real estate agents, here’s a great way to engage your consumers visually: Great video by real estate Sara Pohlad: http://www.youtube.com/watch?v=xA1bagGqVzU&feature=c4-overview&list=UUGaaBWKhUYtBeAy7UzsK_Og Video is a great way to showcase your product/service. Also think about what you can communicate about your brand in :15. Instragram
  • Also think about what you can communicate about your brand in :15. Instragram Facebook has created its own competitor to Twitter’s Vine. Video on Instagram is a new functionality on Instagram that allows users to record clips, apply filters, and share them with friends as they currently do with photos. Where Vine videos are limited to 6 seconds, Instagram videos will max out at 15 seconds. Unlike Vine, videos on Instagram will not loop. “ We need to do to video what we did to photos,” co-founder Kevin Systrom said during the announcement. Part of that is applying filters to beautify the videos you take. Thirteen filters created specifically for video, all different from the photo filters, are included with Video on Instagram. You will also be able to edit specific clips of your video while you are in the middle of filming, giving videographers more opportunities to get things ‘just right.’ Another functionality built with video beautification in mind is Cinema. Cinema is a functionality that allows you to stabilize shaky videos for better quality clips. As Systrom said, “this changes everything.” It gives individual users and companies the ability to film stabilized, potentially professional quality visuals without having to invest in fancy equipment. It can be spontaneous, on-the-spot, and still well-composed. Video on Instagram has a few immediate advantages over Vine. First, Instagram already has 130 million users who will immediately get access to this new functionality. They don’t need extra time to build up that audience. Second, many companies already have solid audiences built up on Instagram that they can now offer videos to. This is a far easier scenario than having to attract a brand new audience on Vine. Finally, Video on Instagram is available to Android and iOS users from the get-go, something the former group is sure to appreciate.
  • Pinterest is another great visual social media outlet. According to Pew Research from a December 2012 survey, women are five times more likely to use Pinterest as men, In fact, 25 percent of women who use the Internet use Pinterest — that's 36 million who pin and Repin photos of whatever catches their fancy online. "Food and Drink," is the most popular category to pin based on the number of pins is "Food and Drink,“ which accounts for 11 percent of pins on the site, followed by "DIY and Crafts," which has about 10 percent of all pins. but as you can see, this can be a great site for real estate agents who pin unique rooms or features of a house they’re trying to sell. This is our Pinterest Page & as you can see, there are perks for having a business page…you have admin tool options to have a contest, or a giveaway, coupons, etc. Take a moment & try these out—see if they work to move the needle so to speak to engage your online audience. Read more: http://www.foxnews.com/tech/2013/02/22/pinterest-reveals-women-interests/#ixzz2LfP7pFo4
  • The second way to pump up your social media efforts is to get customers involved. How? EASY! Ask them to The same way creative images are important, so are descriptions. Keep posts, updates, label images, descriptions & blogs short, succinct & to the point. How do they use your product/service? How can you do a better job?
  • At the same time you involve consumers, make it easy to refer your business. This also helps grow your email lists. The form goes on to ask questions including: Three current clients you love working with Three potential clients you want to work with Business partners, folks who’ve had babies, best customers, etc. Take this cupcake business in chicago—Foiled Cupcakes, they have a “Silver Elite” program that helps them spread the word. I know you’re saying, I don’t own cupcakes—no big deal—the new big thing is gourmet popcorn…anyway…how can you use this concept & make it your own. Go back to your audience…your current customers, & how can you incorporate this trick & make it your own? Insurance: you’ve got homeowner tips for various times of the year, safety recalls, whatever. Real estate: you’ve got decorating tips, curb appeal, etc.
  • In building your brand, recognize you have a genuine interest in your customer. They come first—and you know them. You may see them at the grocery store, they live in your neighborhood, your kids go to school together, you see them at church on Sunday. With Local customers—you can easily identify your existing customers by neighborhood. When prospecting, don’t forget to remind the prospect of all their neighbors who buy from you! When talking to customers, remind them also of their neighbor customers. Reinforce their buying decision. Ask your customers if they would provide you with a recommendation.
  • Okay, so we’ve gone over being unique & relevant to pump up your social media efforts. Going back to that survey by constant contact interviewing 917 decision makers on how business has changed in the last 5 years—51% of these men say “being locally owned ” is important and 55% says because of that fact, their volume has increased. According to a Yext study, businesses as a whole are losing $10.3 billion dollars annually from missing or incomplete listings. Read more: http://www.entrepreneur.com/article/227124#ixzz2XLkRQOio How can you pump that up?
  • Why? Because business locations aren’t properly listed on all the major location-based marketing services like Google+ Local, Foursquare, Yelp, Facebook, MapQuest and others with the correct images, address, phone number and additional information like menus, specials and more Claim your local real estate on sites like google places why? 43% of all Google searches are local or location based Over 50% of mobile searches are local or location based
  • So how do you claim your Google place? Here’s what you need to do: If you have a gmail account, make sure you have created a google + profile. From there, go into “maps” & you’ll see the link to put your business on Google Maps. Click on it & it will ask you to add information, a picture, hours of operation & then you need to verify the listing
  • For the first time, the Pew Research Center’s Internet & American Life Project has found that cell phone ownership among adults has exceeded 90%. Cell phones are now being used by 91% of adults, according to the survey conducted between April 17 and May 19 of 2,252 adults. Read more: http://www.entrepreneur.com/article/227124#ixzz2XLkRQOio http://www.entrepreneur.com/article/227046 Own your local market and communicate with them by using location based applications to stay top of mind with customers & prospects. Foursquare is one place to do this. The application allows consumers to “check in” via their cell phones at various venues and leave a peer review. Restaurants, coffee shops and businesses are taking advantage of this mobile app to connect with their frequent customers and give them incentives for being loyal customers. And it’s popular. In just two years, the company now has 10 million people who are using it. Read more: http://www.entrepreneur.com/blog/225436#ixzz2XM67YwFL
  • Here’s one example of a local coffee shop who’s making foursqure work for them. Give the location, add the contact information, menu & photos & also the Go to foursquare.com and click on “add venue”. Choose an appropriate “badge” and utilize the loyalty rewards program to create buzz about what agents are doing. Something to consider: incentivize your clients to stop by through specialty coffee or gas gift cards if they stop in and say “hi” twice in a month or a quarter. That’s a way to drive traffic—or even a referral. Have a friend stop in/say hi and you get a gift card.
  • Living Social says they’re a way for local businesses to reach a new auidence and create loyal customers. The company partners w/ handpicked merchants to feature interesting deals to 25 million subscribers excited to experience and share w/ friends. Other ways you can drum up interest in your business or service is through Groupons or Living Social. These are daily emails about products/services to their subscribers and tend to bring in a large number of customers in a short amount of time: They can reach new audiences: They don’t make money unless you make money: Take note of capacity: These discounts are not for every business. If you only have staff and equipment to serve a set number of customers, exercise caution and be prepared for a flux that may send your resources into overdrive. Don’t expect immediate profits: Posting a coupon is not necessarily a short-term moneymaking venture. You’ll get a lot of sales, Swedarsky says, but usually the discount means you’ll only break even. The main purpose is to bring in new customers, and encourage them to come back. Know your audience: In order to make your deal the most effective, cater specifically to the market from which you’re trying to get business. For example, Swedarsky wanted more business from the 29- to 46-year-old, adventurous-eating demographic, so he offered his company’s Little Ethiopia Food Tour at a discount. “For those who got tickets, they take the tour, tell others, write reviews and help generate a positive buzz that comes back to us big-time,” he says. It’s up to you to make sure customers return: A discount will drive traffic to your business, but Swedarsky says you must draw people to come back without the discount. During his breakfast menu push, Smith encouraged his staff to be especially helpful and tell first-time customers about other items the restaurant has to offer. He believes the attentive service brought people back even when they weren’t receiving a discount.
  • Since consumers are continually on-the-go, engage with online consumers when they need you most. Cole has products that can help you with these triggers…and while we provide direct mail & landlines, you can add a QR code to your postcard to bridge that gap between direct mail & online.
  • Drive people to your website. I found this literally on my way to work today. A local heating & air company added a QR code to their vans as a way to drive folks to their website. I scanned it & it immediately took me to their website. I talked to the driver & he said it really catches driver’s attentions.
  • Email address Additional information Promotional video Landing page Coupon/registration Since consumers are continually on-the-go, engage with online consumers when they need you most. Cole has products that can help you with these triggers…and while we provide direct mail & landlines, you can add a QR code to your postcard to bridge that gap between direct mail & online.
  • Okay, so you’re posting interesting content, you’ve got clear calls to action & ways consumers can get in touch with you. Now, how do you convert your followers into leads and eventually sales? You must somehow capture their information, right? That’s with free downloads, landing pages, newsletter sign ups, free giveaways at tradeshows, etc. Then you must use an email marketing solution—like email chimp, constant contact, something to be in compliance w/ Can Spam laws—it allows people to opt out of your information anytime they want.
  • Each year, Insidesales.com audits how long it takes companies to get in touch w/ leads--prospect who essentially added their name to an email list, ’s raised their hand….this year, they found it takes nearly 2 days for sales to get in touch w/ the prospect either by email or phone. There’s less than 2 phone attempts to get in touch with the prospect And worse, yet, half of all prospects who raise their hand never even get contacted at all!? The average response time of companies audited in lead response studies is now averaging 42 hours and 43 minutes across well more than a dozen research studies since 2007. Prior to this study, the average was 46 hours and 37 minutes, not something to write home about. Think about it. A CEO is paying a lot of money to have marketing generate leads for sales, and sales is finally getting to those leads nearly 2 days later. Perhaps worse than that is the lack of persistency in following up with leads. These response studies show that the average salesperson is only making about 1.88 call back attempts before they give up. This LeadsCon study only did 1.63 call back attempts. 50.2% of the companies tested never called or emailed back at all! Email is proving to be way too passive to respond to inquiries with. Think about it, why use the most passive media to respond to those valuable leads? Get on the phone, talk to them, and do it quickly. [continued on page 2]
  • There are new ways you can see if you’re getting across to your fans—especially on FB. Like Alyzer.com is a fairly product that scores your FB business page & gives you areas to improve on.
  • We received 50 out of 100 points & areas we can improve on include: Promoted page ads Longer posts Encourage more fan engagement by asking them to like more posts and asking questions.
  • Here are 5 ways to get consumers to heart your brand today!
  • Here are 5 ways to get consumers to heart your brand today!
  • Are there any questions? Thank you for joining us on this small business marketing 101 webinar

3 Ways to Pump up Your Social Media Efforts 3 Ways to Pump up Your Social Media Efforts Presentation Transcript

  • 1 Pump up your social media efforts
  • Lora Ullerich Digital Media Specialist Cole Information Session Framework Consumers who engage with companies via social media: •Spend 20-40% more money with those companies •Are 33% more loyal http://www.bain.com/publications/articles/putting-social-media-to- work.aspx •What should you be posting, pinning tweeting? •Other coupons & ads to try •Five action points
  • Cole Directory • Published in 1947 • “Blue Book” • Crisscross directory of addresses and phone numbers Invaluable information for a number of industries: • Telemarketing • Debt collection • Law enforcement Today, web-based lead generation for business Then and Now
  • Features: • Webcasts • Playbook download • Articles • Buddy’s Blog • Resources
  • 6 Small Biz is tough! •59% of decision-makers say major changes in last 5 years include: •Using/using more online marketing tools (84%). •Economic certainty (59%). •Using/using more automated business solutions (27%) Source: Small Businesses: Then and Now Survey, Constant Contact, 2013
  • 7 Customers are Social •Facebook now has 1.1 billion monthly active users. •1 billion YouTube users. •225 million are on LinkedIn. • 48.7 million are pinning •33 million are checking in.
  • 8 New Marketing Tools
  • 9 Combined with Tried & True Tactics
  • 10 3 Pump Up Secrets 1. Add visual/creative interest. 2. Get consumers involved. 3. Collaborate and get hyper local.
  • Find Your Voice •What’s interesting about my product/service? •Why did I start my business? Inspiration? •What challenge/problem am I trying to solve? •“Aha” moment? Result?
  • Who’s Your Audience? •Current customer base: •Age •Gender •Estimated income & home value level •Is that consistent with your ideal target market? •Survey/poll base to see what social media spaces they spend time at.
  • Get Creative with Testimonials •Rethink the customer testimonial. •Ask for permission. •Promote on website.
  • 14 Add Visual Interest
  • 15 What Should You Post: •Quotes •Fill in the blank •Questions •Pictures
  • 16 Be Relevant
  • 17 Be Relevant
  • 18 Video Videos should be: •Interesting •Short •How to •Testimonial •National ads
  • 19 Video Try Instragram video: •:15 max •13 filters •Edit capabilities during filming
  • 20 Pinterest Pin:/Repin •Interesting Features •Videos •Articles
  • Consumer Involvement •Be responsive! •Ask for their help! •Like, reTweet, share, feel free to pin, etc. on social media updates and sites. •Choose your words carefully. •Ask questions that inspire a response. •Get involved in a local charity and solicit donations.
  • Make Referrals Easy! Make connecting easy!
  • Articulate Your Value •Being local is a huge asset! •You live and work in the community. •You understand the needs of your neighbors. •Harness your power. •Customers’ needs come first!
  • 24 •51% believe in being locally owned •55% say volume has increased •Missing/incomplete listings cost $10.3 billion annually It’s Hip to be Local
  • Claim Your Google+ Space •43% of all Google searches are local •More than 50% of mobile searches are local
  • Claim Your Google+ Space Customr Reviews •Create a Google+ Account •https://plus.google.com •Go to Maps •Add your business on Google Maps
  • Reward Reviews Customer Reviews
  • Location-based marketing: •91% adults use cell phones •56 % are smart phones Why it’s important: • Generate buzz = More traffic = More sales • Foster customer loyalty • Brand recognition How: •Check in at local venues/hotspots •Provide your own tips/favorites Brick and mortar stores TM Location! Location! Location!
  • Reward customers who “check in”
  • 30 •Consider hosting a daily deal: •Drum up large interest quickly •Create awareness •Reach new audience •Before signing on, ask yourself: •Do I have enough staff, product, service to deliver? Drum Up Local Business
  • 31 •Blog: •Hidden gems/events in your community. •Historic neighborhoods. •Customer testimonials. •Customer issues and how you’ve fixed them. •Other uses for your product/service. Be Local Proud
  • 32 Add a QR code: •Video •More information •Direct mail Bridge the Gap
  • •Add a QR Code •Link to mobile website or video or both!
  • 34
  • 35 •Post interesting content •Clear calls action •Lead capture opportunities Convert Followers into Leads
  • 36 •Takes 42 hours for follow up •1.63 call back attempts •50% never called/emailed •Best practice: 6-9 call back attempts Follow Up Source: Insidesales.com/responseaudit
  • Once again, track and measure Track & Measure
  • 38 Measure Your Success
  • 39 Measure Your Success
  • Five Action Points • Think visually about your product/service . • Ask for: opinions, likes, shares, Retweets. • Try a Facebook ad, Living Social Deal, etc. • Create a Google+ business page. • Track to see what’s working. Do more of that.
  • Resources • www.colecommunity.com • www.socialmediaexaminer.com • www.hubspot.com
  • 8