Social Media & Web for Business

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Rewiring the understanding of marketing and traditional marketing efforts and mapping them to current social media and web marketing tactics.

Rewiring the understanding of marketing and traditional marketing efforts and mapping them to current social media and web marketing tactics.

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  • 1. Justin McCullough Turning MindsTurningMinds.com
  • 2. The Change - Technology  Control: Gave control back to the customer  Information: Expedited the availability and spread of information  Attention: Removed (traditional) media channels domination of attention  Creation: Made everyone a creator, collaborator and critic.
  • 3. What Do You Care About?  Customers • Vendors  Sales • Stability  Cost • Benefits  Image • Quality  Reputation • Performance  Competitiveness • Growth
  • 4. It’s not about you!It’s about your customer.
  • 5. What Do Customers CareAbout?  Wants • Avoiding Pain  Needs • Personal Growth  Friends • Survival  Family • Get through the day  Lifestyle • Relationships  Happiness
  • 6. Today’s Business is AboutThe Customer.  Understand Them  Their Wants  Their Motivations  Their Interests  Their Challenges
  • 7. Use the Web And Social Media forAttraction.  Speak their language  Answer their problems  Give to them in order to get them  Appeal to interest  Be approachable  Facilitate and collaborate  Participate with them
  • 8. This is not New!  Know, Like, Trust  AIDA – Awareness, Interest, Desire and Action  Do Unto Others as You Would Have Them Do Unto You!
  • 9. What Drives NormalPeople  Entertain • Humor  Inform • Design, Look, Feel  Educate • Story  Solve • Emotion problem • Referral from Friend • Deals • Wants and Needs
  • 10. What To Do Now? Think Like a BusinessDeveloper and a Marketer. Assets vs Expenses Relationships vs Transactions Experiences vs Attention
  • 11. Purpose and Value Know what you stand for, what problems you solve and how that helps customers
  • 12. WIIFM “What’s In It For Me”Everything you do needs to be aligned with theWIIFM of your customer. Not you.
  • 13. Profile your CustomerTypes Demographics matter Their lifestyle and interest matter Their problems and patterns matter Their buying habits matter Their interests matter
  • 14. Know your BOB “Best of Best” Customer BOB’s talk to you, come backrepeatedly, refer you. They Love you!
  • 15. You need to leverage online
  • 16. How? Create websites, social media activities, and content. That speaks to your customers with their language! Create assets.
  • 17. Think About Attracting • Followers • Subscribers • Readers • Advocates • Testimonials • Positive Reviews • Inbound Links
  • 18. Online Marketing Assets Search Engine Optimized Pages Lead Generation Forms Mailing Lists (email addresses) Social Networks (and followers) Sharable Content Domain Name(s) Downloadable content WIIFM content
  • 19. Use Social Media To Maintain visibility Create authority Promote your customers Address Pain Points and WIIFM ideas Entertain, excite, motivate Foster feedback and conversation Create a platform
  • 20. Engaging Content Images Questions Interesting content (on topic or off) Personal experiences Request for feedback Purpose, charity, or cause awareness
  • 21. Social Media is not the Goal.Instead you want: Customer interaction Customer satisfaction Authority and availability Demonstrate value and purpose Be there when they need you Know you before they need you
  • 22. How To Do This?1. Know What You Stand For2. Know Your Customer Types Their Needs, Wants, Interests3. Know Your BOB4. Speak Their Language (Not about you)5. Attract Them Via Social and Web
  • 23. Website Easy to navigate Creates interest Provides value to customer with WIIFM focus Relevant and sharable content Leads to action (form signup, download, comment, email, join social network, etc) Search Engine Optimized pages
  • 24. Social Networks Promotes customer interest Occasionally promotes your product / service Provides value to customer with WIIFM focus Relevant and sharable content Leads to action (form signup, download, comment, email, join social network, etc) Use Images, Video and Other websites
  • 25. Remember, We Are Attracting: • Followers • Subscribers • Readers • Advocates Which lead to • Testimonials more sales and • Positive more BOB’s. Reviews • Inbound Links
  • 26. Be Intentional • Have a content Plan • What to say, when, where and why and for which customer type. • Keep a Schedule of Activities • Engaging in social networks, blogging, email broadcasts etc. • Measure interest and response • Use Tools, Apps, Services to help
  • 27. Grow Your Marketing Assets: • Lead Generation • Drive New Emails, Followers, Shares and Referrals. • High Interest Content • Video, Audio, InfoGraphics, Story, PDF’s, Whitepapers. • Landing Pages and Conversion • Headlines, Content, and Offers
  • 28. Facebook Ad - WIIFM
  • 29. Ad – Landing Page
  • 30. Questions and Answers Justin McCullough getmccJustin@gmail.com 409-550-6681 cell www.TurningMinds.com www.JustinMcCullough.com