Social Content Marketing for Small Businesses

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All about using content marketing to get new leads and convert them to customers!

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Social Content Marketing for Small Businesses

  1. 1. @RamonRay Technology Evangelist How to build your brand, drive leads and engage customers with social content marketing
  2. 2. Infusionsoft, Small Business Evangelist Smallbiztechnology.com, Technology Evangelist Author, “Facebook Guide to Small Business Marketing” (Amazon.com best seller), Event producer, speaker, journalist PASSION: Small business success
  3. 3. • FBI Citizens Academy Graduate • Interviewed President Obama in First Google Hangout • Piano Player • RamonRayLive (June 4th), Small Business Summit (Oct 22nd)
  4. 4. 4 @ramonray
  5. 5. 1. Content evolution 2. Business benefits of social media 3. Beyond social media 4. Content ideas - What to share on social media 5. Powerful social media concepts 6. Overview: Twitter, Facebook, LinkedIn 7. Power of Multi-Media (Video and Audio) 8. Social Media Paid Advertising 9. Lifecycle Marketing 10.F.R.E.A. 5 WHAT WILL WE COVER TODAY?
  6. 6. 6 CONTENT EVOLUTION1
  7. 7. 7 Television, Radio, Flyers, Billboards…all ONE WAY
  8. 8. 8 Web sites and email newsletter Blogs Social!
  9. 9. People are searching for entertainment or information People are connecting (engaging) with each other (news, funny videos, etc) 9 WHY SOCIAL CONTENT
  10. 10. 10 INTERRUPTION MARKETING VS CONVERSATION MARKETING
  11. 11. 11 STOP SELLING. GET LEADS
  12. 12. 12 3 BUSINESS BENEFITS OF SOCIAL MEDIA 2
  13. 13. 13 GAIN INTELLIGENCE ON YOUR MARKET, CUSTOMERS & PROSPECTS
  14. 14. LinkedIn Groups Twitter Hashtags and Trending Facebook Product, Fan Pages TIP: Be creative in what and how you search. “Taxis” vs “Mall shuttle service” 14 LISTENING POSTS….
  15. 15. 15 DEVELOP STRONGER RELATIONSHIPS WITH YOUR CUSTOMERS
  16. 16. Answer customer questions Trusted and valuable resource to customers and prospects Your Brand has mindshare Content builds know + like + trust 16 BEYOND SELLING. BUILD LOYALTY
  17. 17. 17 PERSONAL BRANDING: THE STRONGER BRAND WILL ALWAYS WIN.
  18. 18. 18 BEYOND SOCIAL3
  19. 19. 19 SOCIAL MEDIA IS NO REPLACEMENT FOR GOOD BUSINESS PRACTICES
  20. 20. 20 YOU CAN’T TWEET YOUR WAY TO PROFITABILITY
  21. 21. 21 WORD OF MOUTH, OFFLINE MARKETING, EVENTS, ETC, STILL WORK
  22. 22. Email newsletter – subject lines, anticipated content Web site – easy to navigate, rich content, contact information Press / media attention Face to Face Networking Events Print, TV, Radio 22 NON-SOCIAL TOOLS
  23. 23. 23 GREAT SOCIAL CONTENT TELLS A STORY 4
  24. 24. 1. About your customers 2. About your industry (news, best practices) 3. About your community 4. About YOU (gently) – products, services 5. Thought leadership (advise, inform, educate) 6. Personal tidbits (gently) 7. Use visuals 24 6 EASY CONTENT/STORY IDEAS
  25. 25. 25 HAVE FUN WITH CONTENT
  26. 26. 26 FEED YOUR TRIBE
  27. 27. 27 4 SOCIAL MEDIA BEST PRACTICES CONCEPTS 5
  28. 28. Don’t SELL to Your Customers Enter Their Discussions Foster Discussions Encourage Customer to Customer Discussion Learn from Customers – Ask Questions 28 HAVE A CONVERSATION
  29. 29. 29 GIVE, GIVE, GIVE, TAKE
  30. 30. 30 LOWES FIX IN SIX
  31. 31. Short Sweet To The Point Descriptive Search Engine Friendly 31 HEADLINES: INFORMATIVE, TEASING
  32. 32. 32 RESPOND
  33. 33. 33
  34. 34. 34 TWITTER, FACEBOOK OR LINKEDIN ? 6
  35. 35. Short posts To the point Promote others 35 TWITTER USES – SHORT & SWEET
  36. 36. Community building Discussion All about visuals 36 FACEBOOK
  37. 37. 37 2 FACEBOOK POWER TIPS
  38. 38. 38 UPLOAD EMAILS (OR OTHER PERSONALLY IDENTIFIABLE INFORMATION FOR CUSTOMER TARGETING)
  39. 39. 39 CREATE FUN ENGAGEMENT ON FACEBOOK WITH 3RD PARTY TOOLS/APPS
  40. 40. 40
  41. 41. 41
  42. 42. 42 Twitter Lead Generation Card
  43. 43. Complete Your Profile Join, Start and Participate in Groups Find Out More About Clients, Companies and Competitors Get Access To Connections In Your Networks’ Network 43 LINKEDIN
  44. 44. 44 Stop being lazy! DO NOT USE LinkedIn DEFAULT “CONNECT REQUESTS”
  45. 45. 45 HEY RAMON, WHAT ABOUT GOGLE PLUS, INSTAGRAM, PINTEREST, TUMBLER AND OTHER SOCIAL NETWORKS?
  46. 46. 46 THE POWER OF AUDIO AND VIDEO7
  47. 47. 47 POWER OF MEDIA
  48. 48. 48 http://bit.ly/firemansavescat
  49. 49. 49
  50. 50. 50 PAID ADVERTISING ON SOCIAL MEDIA 8
  51. 51. Fail (succeed) fast Quickly gain insight Test advertising copy and offers Build a following fast Collect leads fast Sell fast WARNING: MEASURE, MEASURE, MEASURE… 51 SOCIAL MEDIA PAID ADVERTISING
  52. 52. 52 STATUS UPDATES WON’T MAKE YOU MONEY. LIFECYCLE MARKETING WILL 9
  53. 53. 53 Lifecycle Marketing
  54. 54. Target your customer Attract interest (lead magnets) Collect leads 54 ATTRACT
  55. 55. 55 STOP SELLING. GET LEADS
  56. 56. Educate Offer Close 56 SELL
  57. 57. Deliver and Wow Offer more Referral 57 WOW
  58. 58. 58 Integrate social media into an education and sales process with your CRM (customer relationship management) platform.
  59. 59. 59 F.R.E.A.10
  60. 60. Frequent Relevant Engaging Analytics… 60 SOCIAL MARKETING IN A BOX
  61. 61. Measure social media success Is it working? What’s working? Which social network is best for your audience? What content works best? What’s your cost per customer acquired? 61 ANALYTICS
  62. 62.  Hootsuite – publishing, team collaboration  Buffer – Bufferapp.com – publishing; multiple accounts  TweetDcik – publishing, multiple accounts  Emphatic.co – custom social content creation 62 POWERFUL SOCIAL MEDIA TOOLS AND SERVICES
  63. 63. 63
  64. 64. 64 For Newbies…
  65. 65. 1.Create an account 2.Fill out your profile 3.Join, like, search and follow 4.Respond 5.Initiative conversation 65 5 SIMPLE STEPS TO START WITH SOCIAL MEDIA
  66. 66. 66 Help sections of the social networks
  67. 67. 67 INTERRUPTION MARKETING CONVERSATION MARKETING
  68. 68. 68 www.SmallBizMarketingScore.com 1. Do YOU want more information about Lifecycle Marketing? Write “LCM” on your business card and give to Ramon 2. Do YOU want this presentation? Write “PPT” on your business card and give to Ramon 3. FREE Online marketing scorecard
  69. 69. 69
  70. 70. Frequent Relevant Engaging Analytics… 70 SOCIAL MARKETING IN A BOX
  71. 71. 71 Lifecycle Marketing
  72. 72. 72 INTERRUPTION CONVERSATION MARKETING
  73. 73. 73 www.SmallBizMarketingScore.com 1. Do YOU want more information about Lifecycle Marketing? Write “LCM” on your business card and give to Ramon 2. Do YOU want this presentation? Write “PPT” on your business card and give to Ramon 3. FREE Online marketing scorecard
  74. 74. @RamonRay Technology Evangelist How to build your brand, drive leads and engage customers with social content marketing

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