Social Media for Small Businesses - Part 2

Social Mediafor Small BusinessesPart 2: Building an Online Strategy

What is a brand?“A brand is a promise. It is whatever people think,feel, trust, and believe you, your business, or yourproduct will give them if they buy from you.”

A trust economyThe edges between work and social life are blurring. People are shifting their socialnetwork into their work networks and vice versa—business associates and childhoodfriends, side by side. We prefer to buy from people that are like us.You like Batmanmovies? Me too! That may not always be enough to move a sale, but it shows yourhuman dimensions.When you enter a market, be a real person. Act like one, care like one, and feel likeone. Those subtle signals, verbal and non-verbal, help people ﬁgure out how to reactto you and see whether they should hand you any of their attention.The relationship comes before the sale, not the other way around. Make yourcustomers friends. Not in an ushy-gooshy “let’s all go out and get tattoos” way. But,care about these people. Treat them like what they are -- your gold.

Finding your core story

Why a story?Easy to remember and shareHuman’s crave stories (so does the press)It will make it easier for you to talk about yourselfA person is easier to trust than a business

Your core story in three sentencesWho you areWhy you started your businessWhat promise you’re making (how they will be affected)

What are you naturally?SharerConnectorReviewerEducatorComedian

Create a style sheetWhat you do and don’t sayHow you react to criticismHow you talk about your competitionHow you share your own accomplishmentsHow you talk to/about clients

Creating Your Marketing Funnel

What is a marketing funnel?Deﬁnition: A standardized process for identifying andmaking contact with a prospective client that servesto move them further down a contact “funnel”towards purchase and established customer loyalty.

Online Sales Funnel

More people Random search Facebook Twitter Blog Website EmailMore time Phone call Less time Purchase Review/Recommend Less people M

Organizations Search FacebookReview sites Twitter Blog Website About Contact Purchase Purchase site

Build your funnelOverall: From ﬁrst touch to ﬁnalPlace each online forum on the funnelAlso create smaller funnels for each platformEstablish end goal for each platform, build strategy

create a customer proﬁleWho are they?What do they do online?How will they ﬁnd you? (Search, press,recommendations, org.)Write a story of how they move through your funnel

The Purchase Funnel (trust) Implementation ($1,000+) Consultation ($200/hour) Workshop ($250) Book ($25) White paper ($5)Cost Blog (free) More time Less time Client’s input

Assessingyour success

Why?Increase efﬁciency and prioritize resourcesSee who is talking about you and what they’re sayingImprove website and online platformsFind untapped markets

How?AnalyticsGoogle AlertsSearch Twitter/Facebook/YelpTrackable URLsGut reaction

What to look forTrafﬁc sourcesExit pageBounce rateGeographyFunnel percentages

Miki johnsonMikiJohnson.commiki@mikijohnson.comGoogle me :)

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Social Media for Small Businesses - Part 2

by Miki Johnson on Aug 02, 2011

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Social Media for Small Businesses - Part 2 — Presentation Transcript