Remodeling conference 5.11


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Remodeling conference 5.11

  1. 1. eBoot Camp Presents: Five Golden Rules of Social Media Marketing Five Golden Rules of Social Media Marketing
  2. 2. Introduction:
  3. 3. Today’s Goal <ul><ul><li>To discuss your most important assets on the web and make sure you’re using them both effectively and efficiently to grow your remodeling business. </li></ul></ul>
  4. 4. Social Media: Don’t Look at it like this Don’t Look at it like this
  5. 5. Look at it more like this
  6. 6. Rule #1: If your Website looks like this, Social Media can’t help you.
  7. 7. Your Website <ul><li>You have three different needs to meet: </li></ul><ul><ul><li>Users </li></ul></ul><ul><ul><li>Search engines </li></ul></ul><ul><ul><li>Your own! </li></ul></ul>
  8. 8. Users <ul><li>Important information above the fold </li></ul><ul><ul><li>Phone number </li></ul></ul><ul><ul><li>Physical address </li></ul></ul><ul><ul><li>Contact us </li></ul></ul><ul><ul><li>? </li></ul></ul>
  9. 9. What’s wrong with this picture?
  10. 10. Search Engines <ul><li>Want good content on each page telling them (and users) who you are and exactly what you do. </li></ul>
  11. 11. Are these the right KEYwords?
  12. 12. How about these?
  13. 13. Activity <ul><li>Go to Google and search ‘keyword density tool’ </li></ul><ul><li>Click on one and add your Website </li></ul><ul><li>Evaluate the results </li></ul>
  14. 14. Your Own <ul><li>Failure = When a person visits your Website and leaves without giving you their information </li></ul>
  15. 15. Your Own
  16. 16. Your Own <ul><li>Give something of value in exchange of their info </li></ul><ul><li>let them know what you’ll do with their email and that it is safe and secure </li></ul><ul><li>less about frequency, more about value </li></ul>
  17. 17. Action I want you to take <ul><li>Make sure your critical info is above the fold </li></ul><ul><li>Incorporate keywords into your Website content </li></ul><ul><li>Add an opt-in box and gain control of the relationship </li></ul>
  18. 18. Rule #2: Get Local <ul><li>Website </li></ul><ul><li>Google Local Biz Page </li></ul><ul><li>Blog </li></ul><ul><li>Social Media Profiles </li></ul>
  19. 19. Google Local Biz = High-end Real Estate
  20. 22. How do you verify?
  21. 24. If you don’t show up at all <ul><li> </li></ul><ul><li>Make sure area code is on your Website </li></ul><ul><li>Make sure city, state is in Title tag and/or description tag and on website </li></ul><ul><li>Physical address is on homepage </li></ul>
  22. 25. How many reviews do you have?
  23. 26. why?
  24. 27. What should you do? <ul><li>Ask your champions to write a review for you. </li></ul><ul><li>Boost your positive reviews </li></ul><ul><li>Protect yourself from the bad apples </li></ul>
  25. 29. Action I want you to to take <ul><li>Claim your local business listing </li></ul><ul><li>Make sure all info is accurate </li></ul><ul><li>Add pics if you want </li></ul><ul><li>Ask for reviews </li></ul>
  26. 30. Rule #3 <ul><li>Use a blog to separate yourself apart from the competition and be known as as a thought-leader in your space. </li></ul>
  27. 31. Google is in trouble... <ul><li>Why? </li></ul><ul><ul><li>Real-time search. </li></ul></ul><ul><ul><li>Social Search. </li></ul></ul><ul><li>So how are they responding? </li></ul>
  28. 32. Straight from the horses mouth... <ul><li>Today, we're announcing the completion of a new web indexing system called Caffeine. Caffeine provides 50 percent fresher results for web searches than our last index, and it's the largest collection of web content we've offered. Whether it's a news story, a blog or a forum post, you can now find links to relevant content much sooner after it is published than was possible ever before. </li></ul>
  29. 33. Blog <ul><li>How often does your Website get fresh content? </li></ul><ul><li>A place for you to produce fresh content on a consistent basis </li></ul><ul><li>Like an online magazine for your biz </li></ul><ul><li> (or .org) </li></ul><ul><li>Use keywords! </li></ul>
  30. 34.
  31. 35. Why have a blog? <ul><li>Fresh content for search engines to rank </li></ul><ul><li>Articles can be spread via social media </li></ul><ul><li>Build credibility with your target market - be thought of as a thought-leader. </li></ul><ul><li>Get links from other thought-leaders </li></ul>
  32. 36. To run an effective blog <ul><li>Post often (12 x a month) </li></ul><ul><li>some CAN be re-published </li></ul><ul><li>Content needs to POP </li></ul><ul><ul><li>Use eye-catching pictures </li></ul></ul><ul><ul><li>Make it valuable, make it interesting </li></ul></ul><ul><li>Engage online communities and share your blog </li></ul>
  33. 37. Actions I want you to take <ul><li>Start a blog </li></ul><ul><li>post at least three times a week </li></ul><ul><li>no time? Note it on your eval sheet and we’ll follow up with you. </li></ul>
  34. 38. Rule #4: Fish where the fish are <ul><li>Facebook? </li></ul><ul><li>Linkedin? </li></ul><ul><li>Twitter? </li></ul><ul><li>Foursquare? </li></ul>
  35. 39. Goal: Get people talking
  36. 40. How you should engage social media <ul><li>Create a Facebook Business Page </li></ul><ul><li>Use Tweetdeck to monitor brand </li></ul><ul><li>Ask for endorsements on Linkedin </li></ul><ul><li>Use Linkedin for Business Networking </li></ul><ul><li>Have profiles on new sites that customers are talking about </li></ul><ul><ul><li>ex: Fourquare </li></ul></ul>
  37. 41. Power of peer-to-peer marketing <ul><li>At Steve’s Kitchen & Bath - by far the most options of any store we’ve been to yet. </li></ul><ul><li>Publishes to my Facebook - 650 friends </li></ul><ul><li>My Twitter - 6,000 followers </li></ul><ul><li>Linkedin - 700 Connections </li></ul><ul><li>Total local reach - almost 8,000 peers </li></ul><ul><li>your cost? $0 </li></ul>
  38. 42. Step 1: Get Started <ul><li>Do you need a personal Facebook page? </li></ul><ul><li>Group page vs. Business page? </li></ul><ul><li>Why not just create a personal page for my biz? </li></ul>
  39. 46. Step 2: Build Your Community <ul><li>Send out an email blast </li></ul><ul><li>Get 25 connections to secure your vanity URL </li></ul><ul><li>Add button to your Website </li></ul><ul><li>Suggest to Friends </li></ul>
  40. 48. Step 3: Seek Engagement <ul><li>Not easy. You need to find your rhythm </li></ul><ul><li>Ask questions </li></ul><ul><li>Post pics/videos </li></ul><ul><li>It needs to interest THEM </li></ul>
  41. 50. This is Jody’s Profile
  42. 51. What should you post? <ul><li>Articles </li></ul><ul><li>Company Updates </li></ul><ul><li>Community/local topics </li></ul><ul><li>Pics/Video that are funny, interesting or valuable </li></ul>
  43. 52. Step 4: Find Ways to Softly Promote <ul><li>Exclusive Facebook Specials </li></ul><ul><li>Thank loyal customers </li></ul><ul><li>Have fun - raffles, quizzes, contests to get them in the door. </li></ul><ul><li>Ex: Take a picture w/ your new couch </li></ul>
  44. 53. Use Linkedin to... <ul><li>Connect with current customers </li></ul><ul><li>Have current customers help you gain new customers </li></ul><ul><li>Build Credibility </li></ul><ul><ul><li>Recommendations </li></ul></ul><ul><ul><li>Connections </li></ul></ul>
  45. 54. Start with a Robust Profile <ul><li>Get connected </li></ul><ul><li>create compelling content on your profile </li></ul><ul><ul><li>not just a resume </li></ul></ul><ul><li>Get recommendations/endorsements </li></ul>
  46. 56. Cold calls <ul><li>No one likes doing them </li></ul><ul><li>there has to be a better way </li></ul><ul><li>nothing more powerful in social media than this feature </li></ul><ul><li>a warm lead is always better than a cold call </li></ul>
  47. 58. Do Research
  48. 59. Find Decision Makers
  49. 60. See who they know that I know
  50. 61. Build Rapport
  51. 62. Get Connected vx vx
  52. 63. Turning a cold-call into a warm lead
  53. 64. Actions I want you to take <ul><li>Get recommendations by giving recommendations </li></ul><ul><li>Build your connections </li></ul><ul><ul><li>If time is an issue, give someone a list of people/companies and let them do it for you. </li></ul></ul><ul><li>Use the Get Introduced tool once a week </li></ul><ul><li>Network with groups once a week </li></ul><ul><li>Create a company profile for your business as well </li></ul>
  54. 65. Twitter is not:
  55. 66. Twitter is... <ul><li>The best way to share real-time info </li></ul><ul><li>A chat room for you and your customers </li></ul><ul><li>Micro-communities of people who care what you care about </li></ul>
  56. 67. Twitter is: a way to protect your brand
  57. 68. Twitter is: a way to engage in conversation about topics you’re interested in
  58. 69. Things to Remember about Social Media <ul><li>Be you. </li></ul><ul><li>Be consistent </li></ul><ul><li>Have fun </li></ul><ul><li>Make it about them </li></ul><ul><li>Measure </li></ul>
  59. 70. Golden Rule of Social Media: <ul><li>Act more like Dale Carnegie and less like Tony the sleazy car salesman </li></ul>
  60. 71. Let’s create a Web Presence! <ul><li>Red Ball - Twitter </li></ul><ul><li>Orange Ball - Facebook Biz Page </li></ul><ul><li>Yellow Ball - Website </li></ul><ul><li>Green Ball - Blog </li></ul>
  61. 72. Action <ul><li>Write this down </li></ul><ul><ul><li>I commit to.... </li></ul></ul><ul><ul><ul><li>Building a fan page </li></ul></ul></ul><ul><ul><ul><li>creating a blog </li></ul></ul></ul><ul><ul><ul><li>shooting some video </li></ul></ul></ul><ul><ul><ul><li>Downloading Tweetdeck </li></ul></ul></ul><ul><ul><ul><li>etc. </li></ul></ul></ul>
  62. 73. Seminar 101 <ul><li>83% of you won’t do what you just wrote down. </li></ul>
  63. 75. Survival Kit Includes: <ul><li>eBoot Camp Audio Book - $39.99 </li></ul><ul><ul><li> bestseller </li></ul></ul><ul><li>DVD of Live Event - $39.99 </li></ul><ul><ul><li>Professionally Recorded </li></ul></ul><ul><li>Audio CD of Live Event - $39.99 </li></ul><ul><ul><li>Listen to this content again as you leave the workshop! </li></ul></ul>
  64. 76. Shameless Promotion I need diapers! Support my college fund!
  65. 77. Thank you! <ul><li>Cash or Credit </li></ul><ul><li>I’ll be signing books and answering questions </li></ul><ul><li>Please fill out your followup forms! </li></ul><ul><li>If you enjoyed the presentation, please thank the folks at the Remodeling Leadership Conference! </li></ul>