Using Social Media to Build Your Business
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  • Good morning everyone,My name is Jenny Selig, and I am the owner of ePOP Marketing Group – located here at the Innovation CenterToday I’d like to talk to you about using Social Media to Build Your Business.By a show of hands, how many of you are already using social media to promote your business?? OK Great!For those of you who are – I hope you will pick up a few new tips and tricks today. And for those of you who aren’t, this is a great place to start. And just in case you were worried, it is not too late to get in the game.
  • You probably know that social media is an important part of your marketing -- if you didn’t, you wouldn’t be attending this seminar, would you? <3 Bullets>
  • Problem is, lots of marketers don’t know exactly know how to use social media to do this. Or if they do, they feel like they’ve gotten into the game too late, and there’s nothing they could do now to catch upBut the good news is that once you’ve done a little up-front work, it’s not that hard to establish and grow your social media presence. You just need a plan! And this seminar is going to give it to you. We are going to cover….
  • To know how much effort you’ll need to put behind your social media marketing, you need to gauge how you stack up against your competitors. Time to perform a social media competitive analysis! Grab your list of competitorsBrowse their website…This determines how seriously they take social media marketing. Visit their social media profiles to determine if your competitors have a presence:We’re going to focus on the sites that marketers are utilizing the most, and probably have the most questions about in this seminar. *Google+, YouTube, Flickr, etc.
  • Revisit these metrics regularly to see whether they are making progress, stagnating, or falling behindSocial media requires upkeep, and not every brand is cut out to be a social media marketer for the long haul.Once you know where you stand, you’ll know how far you have to go!
  • Step 2
  • Start with some visual content– great particularly on Facebook and PinterestSocial media fans and followers love visual content, which means your engagement will rise when you publish it. And more engagement means wider reach.Take time to collect and create visual content; here are some quick ways:An infographicis an image containing graphics and text including statistics about a certain subject. It is done in a creative way to let people easily understand the message.
  • If YOU ARE already an avid blogger, you should also have an arsenal of blog posts at your disposal that you can republish.
  • OFFER content - This is the kind of content that positions you as the BEST CHOICE: the best product out there, the expert in your field or the leader in your industry – Provide at NO COSTQuick OFFER content ideas: Create a blog bundle…
  • 1) Decide on a general format for the post of the day:2 posts are informational in your area of expertise. 2 two posts are news items, either current news or the passing on of an article you find useful.2 posts are interactive and playful – such as a cartoon, poll or fun photo.One day, you have a post on something that pertains to a charity or justice issue that is meaningful to you. 2) List the information sources (blogs, journals, newsletters, etc.) and create RSS feeds. In this way, you have an endless stream of interesting material.3) Tweak the list for different audiences and different social media platforms. LinkedIn may have more academic articles and statistics.  In Twitter, highlight “fun facts” from articles or stories.4) Each month, review the interaction and views you get for each post and see which posts get attention, and which are ho hum. Then adjust to improve the value for your audience. Schedule posts in advance when you know you will be especially busy or away on vacation.
  • Step 3…You need to figure out what kind of content works best for each social networkFacebook should lead heavily…The best content to publish on Twitter is, obviously, short and sweet. Whatever piece of content you’re linking to in the tweet…
  • LinkedIn users…they’re there to do something impactful for their businesses or careersYou should feel comfortable crafting more text-heavy status updates, posting more lengthy content (report, white paper), and speaking in a more promotional tone about your products and services.Pinterest: Unsurprisingly, you’ll want to post all that visual content you spent time creating on Pinterest. Pinterest users…
  • Claim your vanity URL - Instead of a URL with a million confusing numbers at the end, it will look nice and clean
  • Step 5 - This is your social media calendar! Often this calendar can also reflect elements of your marketing calendar. - Automate the publishing process as much as possible. Use a third-party application to input the content you’ve laid out in your calendar, and schedule the updates to publish automatically - Set up a monitoring system that lets you go about your daily marketing activities with little interruption from social media. Set up keywords for which you’d like to be pinged -- mentions of your product, for example, so you can jump on a sales opportunity
  • Step 6To squeeze even more out of your social media marketing, you need to leverage the power of other marketing channels.Use your email marketing to increase your social media following by adding…

Transcript

  • 1. +Using Social Mediato Build Your BusinessJenny Selig
  • 2. +Introduction Why Social Media…? Exposes you to admiring fans and followers Drives traffic to your website Generates leads, i.e. potential customers & clients
  • 3. +Introduction Problem How do I use social media to do this? I’ve gotten into the game too late! Good News Do a little up-front work Make a plan In this seminar… Competitive Analysis Find & Create Content What Content To Post Where Quick Wins Be More Efficient Leverage Other MarketingChannels To Boost Social Media Ready? Let’s go!
  • 4. +Step 1: Perform a Social MediaCompetitive Analysis Grab your list of competitors Browse their website (especially blog) for socialmedia follow and share buttons Visit their social media profiles: Facebook Twitter LinkedIn Pinterest Other
  • 5. +Step 1: Perform a Social MediaCompetitive AnalysisFor each social network, you’ll want to note: Number of fans/followers Frequency of posting What kind of content is posted(photos, videos, blogposts, data, jokes, polls) How much content istheirs, versus how much issourced Fan engagement(Likes, Shares, Comments, etc.) Revisit these metrics regularly
  • 6. +Step 2: Find & Create Content Determine the social media network(s)that are right for you Create your profile(s) Get active on social media togrow your reach Being active on social mediameans you need one thing: CONTENT What are you going to say about yourcompany / product / service Create content that lives onyour website
  • 7. +Step 2: Find & Create Content: Visual Take behind-the-scenes photos of your employees,customers and office happenings Share videos: interviews, quick tips and how-to Find cartoons about your industry - someecards.com Insert an interesting data point into a visual –overlay the data in big, bold text over a an image –or turn words into an image - shareasimage.com Create a chart or graph with data your fans & followerswould care about Publish infographics - your own or others - visual.ly
  • 8. +Step 2: Find & Create Content: Blogs Blogs are a great source of content - online journaling thruwords & photos, i.e. food, hobbies, interests Use others or your own - If YOU are already a blogger… Republish your “evergreen content” –content that withstands the test of time Review old blog posts toensure they all have relevant,up-to-date calls-to-action Reach out to guest bloggers -product & service reviews
  • 9. +Step 2: Find & Create Content: Offer Create a blog bundle - compile a few blog posts about one topic Re-launch an old offer, coupon or special Introduce a new product/service; promote an upcoming event Jot down the answer to a common question - people love a good FAQ Conduct a quick interview - either on video or via email Create templates and checklists, i.e. cheat sheets Repurpose your presentations - Power Points can be converted intodownloadable PDFs Do a data compilation of all the critical data points someone in yourindustry might need to know Publish excerpts from existing content, i.e. guides, studies, whitepapers, eBooks Reach out to partners to create co-branded content
  • 10. +Step 3: What Content To Post Where Social Media Cheat Sheet
  • 11. +Step 3: What Content To Post Where Facebook: Visual content with explanatorytext to give the visuals context Visual content has higherengagement, and the moreengagement your content has,the greater the reach! Be more personal with thecontent you post, since it’s wherepeople go to chat with friends...not coworkers Twitter: Short and sweet Find the most compellingpart of the story to includein your tweet copy Pulling a shocking datapoint from your blog post ismore likely to makefollowers re-tweet yourcontent and click the link inyour tweet than the title ofyour blog post
  • 12. +Step 3: What Content To Post Where LinkedIn: Users have a longer attentionspan than people on other socialnetworks Craft more text-heavy statusupdates Post more lengthy content Speak in a more promotional toneabout your products and services Pinterest: Post all visual content youcreate Users value quality images, soeverything you post shouldlook beautiful to get the mostre-pins and followers Descriptions should include alink back to your website toturn that traffic into leads Create boards that are bothdirectly and indirectly related toyour brand
  • 13. +Step 4: QUICK WINS: Facebook Create a Business Page, not a Profile Post tons of photos - they get the most likes and shares Show some personality! Posts with self-referential words,like “I” and “me” tend to get more likes Use Apps, i.e. YouTube, Pinterest - try woobox.com Use a social media sharing toolto share any page your reading -try bufferapp.com Posts published on weekendsreceive a higher percentageof likes and content postedlater in the day gets more likesand shares (likes peak 8PM EST;shares peak 6PM EST)
  • 14. +Step 4: QUICK WINS: Twitter Write tweets between 120 and 130 characters for the mostclick-throughs Place links 25% of the way through your tweet for the bestclick-through rate (CTR) Tweets with the words “via,” “@,” “RT,” “please,” and “check”have higher CTR’s than thosewithout Write tweets with more actionverbs and fewer nouns to getmore clicks Tweet on Friday, Saturday andSunday for the best CTR, andlater in the day instead of themorning
  • 15. +Step 4: QUICK WINS: LinkedIn Claim your vanity URL i.e.http://www.linkedin.com/in/jenniferselig Post Company Status Updates to your company followers Link your Twitter account to LinkedIn and share status updateson Twitter, and vice versa Optimize your profile to get found by people searching LinkedInfor key terms with which you want to be associated; add thesekeywords to yourheadline or summary Use Apps, i.e. SlideShare,Events, Blog linking
  • 16. +Step 4: QUICK WINS: Pinterest Descriptions that are about 200 characters long arere-pinned the most Find content with words like “quotes,” “products,” “DIY,”“inspiration,” “books,” and “ideas.” These words are the mostfrequently pinned on Pinterest Expose yourself byrepinning, liking andcommenting on other pins;Your brands name, logo andprofile will be seen in theirRecent Activity Make your images tall!Taller images get morere-pins
  • 17. +Step 5: Be More Efficient Utilize the following tools: Social Media Calendar Set aside one day a week to craft all of your social media content for theweek Select a mix of visual content, blog posts & offer content you’d like to poston each social network Craft an update or tweet to go along with each piece of content, anddenote what day and time that piece of social media content will beposted Social Media Scheduling Tool - try hootsuite.com Social Media Monitoring Tool - try google.com/alerts Check in on each networkhourly/daily to engage withfans and followers, andaddress any problems
  • 18. +Step 6: Leverage Other MarketingChannels To Boost Social Media Integrating Social Media and Email Add FOLLOW buttons to every email(Follow Us on Twitter/Facebook/LinkedIn/Google+)so you can reach potential customers through social channels Add SHARE buttons to every email(Share on Facebook!/Tweet This!/Share on LinkedIn)so recipients are encouraged to share youremail content with their personal networks
  • 19. +Step 6: Leverage Other MarketingChannels To Boost Social Media Integrating Social Media and Blogging Include social media SHARING buttons so readers can easily shareyour content with their social networks Include social media FOLLOW buttons on your blog so readers caneasily follow your social media accounts Monitor which blog contentperforms best so those postsget the social media face timethey deserve
  • 20. +Step 6: Leverage Other MarketingChannels To Boost Social Media Integrating Social Media and SEO If you have a keyword strategy you’re using for your website, applyit to your social media content Carefully word your posts & tweets and include links to pages onyour website you want to rank for Social media content is being indexed andreturned in search results - you should getevery bit of organic help you can!
  • 21. +Step 7: Any Questions?Jenny Seligjenny@epopmarketinggroup919-402-7583 / Innovation Center Suite 201