Brian Kato from Fusion Vine (https://fusionvine.com) presented on social media marketing in partnership with the East Colorado SBDC.

1. SOCIAL MEDIA MASTER CLASS
12.08.2020
#GreeleySBDC

2. HELLO
● Owner of Fusion Vine
○ Digital Strategy and Consulting
○ Guerilla Marketing
○ Lead Generation
○ Social Media (SMM)
○ Paid Advertising
○ Automation
● Industries I typically work with:
○ Home services
○ Other marketing professionals
● Professional coffee drinker
● Whiskey connoisseur and craft beer
lover
#SearchCon
#GreeleySBDC

3. OVERVIEW
#GreeleySBDC
Here’s what we will be covering in this masterclass:
● Challenges
● Choosing The Right Platform(s)
○ Benefits
○ pitfalls
● Strategies
○ Organization
○ Execution
● Tools and Downloads
○ Recommendations
○ Freebies
● Questions

4. GETTING STARTED
#GreeleySBDC

5. How to buy yourself additional time
and be a social media rockstar
Consider the following:
● Automate
● Delegate
● Eliminate
IT’S GO TIME
#GreeleySBDC

6. #GreeleySBDC

7. #GreeleySBDC
Source: hootsuite

8. Check your website on your phone.
● When was the last time you’ve
gone through your checkout
process?
● Check on iOS and Android
● Check on Google Maps, Bing
Maps, and Apple Maps.
MOBILE IS A MUST
#GreeleySBDC

9. OVERCOMING OBSTACLES
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10. WHAT’S HOLDING YOU BACK
#GreeleySBDC
Life happens
Not knowing where to start
Resource allocation Technical skills
1
4
2
3

11. WHAT’S HOLDING YOU BACK
#GreeleySBDC
Life happens
Not knowing where to start
Resource allocation Technical skills
1
4
2
3

12. WHAT’S HOLDING YOU BACK
#GreeleySBDC
Life happens
Not knowing where to start
Resource allocation Technical skills
1
4
2
3

13. WHAT’S HOLDING YOU BACK
#GreeleySBDC
Life happens
Not knowing where to start
Resource allocation Technical skills
1
4
2
3

14. WHAT’S HOLDING YOU BACK
#GreeleySBDC
Life happens
Not knowing where to start
Resource allocation Technical skills
1
4
2
3

15. CHOOSING PLATFORMS
#GreeleySBDC

16. ● Facebook has 2.5 billion monthly
users
● 1.95 billion of those users can be
reached by ads (that’s 32% of
everyone in the world over the
age of 13)
● 69% of U.S. adults use Facebook
DEMOGRAPHICS
● 44% female and 56% male
● 32% of users are between 25 and
34
FACEBOOK
#GreeleySBDC

17. ● Instagram has more than 1 billion
monthly active users
● Instagram ads reach 928.5 million
people
● 500 million people open
Instagram Stories and Instagram
Explore every month
DEMOGRAPHICS
● 50.9% female and 49.1% male
● 35% are between 25 and 34 years
old
INSTAGRAM
#GreeleySBDC

18. ● As of 2020, Twitter has 152 million
monetizable daily users (up 21%
year over year)
● 22% of U.S. adults use Twitter
DEMOGRAPHICS
● 38% female and 62% male
● 29% of Twitter users are between
25 and 34
TWITTER
#GreeleySBDC

19. ● More than 2 billion monthly users
● YouTube is the world’s 2nd most
visited website, after Google
● 33% of the world’s population
(over the age of 13) use Youtube
DEMOGRAPHICS
● 45% female and 55% male
● 81% of U.S. internet users
between the ages of 15 and 25
● 15% of YouTube’s traffic comes
from the U.S.
YOUTUBE
#GreeleySBDC

20. ● 675 million monthly users,
gaining two new members every
second
● 12% of the world’s population
(over 13 years old) is on LinkedIn
● 27% of Americans use LinkedIn
DEMOGRAPHICS
● 43% are female and 57% male
● 61% of users are between 25 and
34 years old
LINKEDIN
#GreeleySBDC

21. ● 335 million monthly users (up
26%, year-over-year)
● 28% of Americans use Pinterest
● Doubled in size since 2016
● Pinterest is growing faster
internationally (35% growth) than
in the U.S. (8% growth)
DEMOGRAPHICS
● 72% female, 20% are male, and
8% don’t specify their gender
● 41% of Pinterest users are
between the ages of 25 and 34
PINTEREST
#GreeleySBDC

22. ● 46 million US TikTok downloads
in 2019
● More downloaded than Twitter or
the YouTube app
DEMOGRAPHICS
● 63.4% female and 36.6 male
● 60% of users are between 16-44
● 25.8% of users are between 18-24
TIKTOK
#GreeleySBDC

23. ● More monthly active users than
Pinterest and Twitter.
● 70% of all Reddit video views
came from mobile
● 38 percent of Redditors are
technology enthusiasts
DEMOGRAPHICS
● users tend to be anonymous
● 25% are between the ages 20-29
REDDIT
#GreeleySBDC

24. ● 49% of businesses receive more
than 1,000 Views on search per
month
● On average, 56% of actions on
GMB listings are website visits
● 16% of businesses receive more
than 100 calls each month from
GMB
DEMOGRAPHICS
● Anyone who uses Google!
GOOGLE MY BUSINESS
#GreeleySBDC

25. STRATEGIES
#GreeleySBDC

26. Proper Planning Prevents
Poor Performance!
It’s all about processes:
● Easy to use
● Accessible
● Repeatable results
● Unified resources
● Invite your team!
THE 5 P’S
#GreeleySBDC
“Give me six hours to chop down a
tree and I will spend the first four
sharpening the axe.”
— Abraham Lincoln

27. AWARENESS
DECISION
CONSIDERATION
DELIGHT
Users don’t know who you are. This is called “top of
funnel” and should be broad.
Users know who you are, but need more information
about you (ex. reviews)
User determines you’re the best option for them.
Typically this is where we want to get as much info as
possible
Retention and turning previous clients into people that
advocate your company
THE BUYER JOURNEY

28. 3-PRONG APPROACH
Photo credit: SEMrush
#GreeleySBDC

29. PAID ADS VS ORGANIC
#GreeleySBDC
PAID
1. Nearly immediate results
2. Google Ads receives 65% of the clicks with keywords that
start with buying keywords..
3. Search ads increase brand awareness by as much as 80%.
4. The average CPC in Google Ads is $2.69 on the search
network and $0.63 on the display network.
5. Bing’s average CPC is $1.54, 33% lower than Google Ads.
ORGANIC
1. 68% of online experiences begin with a search engine.
2. 0.78% of Google users click on results from the 2nd page.
3. 53.3% of all website traffic comes from organic search.
4. SEO drives 1000%+ more traffic than organic social media.
5. 69.7% of search queries contain four words or more.
6. 30% of all mobile searches are related to location.

30. Identify and write down:
● Specific goals
● Specific assets you’ll need
● Milestones
Consider using a unified PM tool
(Trello, Clickup, shared Google docs)
GETTING STARTED
#GreeleySBDC
DOWNLOAD THE CHECKLIST

31. SWIPE FILES
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32. Gather details and go-to resources for
your reference.
Take 1-2 hours to do the following:
● Screenshots
● Ad copy
● Print ads
Tools:
● Your phone
● Evernote clipper
● Trello
● Swipe.com
SWIPE FILES
#GreeleySBDC

33. Make sure that you have the following:
● Google Analytics / Tag Manager
● Google Search Console
● Facebook Pixel
● Bing Webmaster Tools
● Ahrefs webmaster Tools
● Hotjar or Lucky Orange
TRACKING CODES
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34. TRACKING CODES
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https://ga-dev-tools.appspot.com/campaign-url-builder/

35. CONTENT CALENDAR
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36. Image credit: startstrong.fm

37. #GreeleySBDC

38. #GreeleySBDC

39. A content calendar will eliminate wasted
time spent on creating content.
Understand buyer intent and sales funnel
stage.
Don’t jump right to conversion!
Be consistent with frequency
Resources:
● Download my content calendar
● 5:3:2 strategy
CONTENT CALENDAR
#GreeleySBDC
Larry Kim - 41 Content Types You Should Employ in Your Marketing Strategy

40. 5: Entertaining and
Engaging Content
● Leverage RSS feeds
● Easiest of all of the
forms of content to
come up with
● Perfect for
automation
5:3:2 METHOD
#GreeleySBDC
3: Informational posts and
business information
● Newsworthy content
● For most people, this
is one of the most
difficult forms of
content
● Show your personality
2: Pitch your services or
call-to-action
● OK to reuse CTA
● Don’t be overly-salesy
● Posting time
becomes critical

41. CONTENT JUICING (AMPLIFICATION)
#GreeleySBDC

42. A.D.E
#GreeleySBDC

43. This is critical; not just for the holidays,
but for the year-round success of your
business.
● Social media posts
○ 5:3:2 method
○ Repurpose
○ Content curation
● Specials
○ CRITICAL for Black Friday,
Small Business Saturday,
and Cyber Monday
● Leverage software
○ more on this later... 😉
AUTOMATION
#GreeleySBDC

44. If there’s one thing that’s certain, it’s
that chaos finds a way —
● Fires will come up and you will
get busier
● You will experience at least 1
major problem within the next
campaign cycle
● Make a plan and test:
○ Contact forms
○ Autoresponders
○ Website backups
○ Return policies / TOS
○ Contingencies
DELEGATION
#GreeleySBDC

45. Consider outsourcing.
● Gets things moving forward without
bottlenecks
● Focus on your business
● Reduce labor costs
● 2X-10X your time
Things to consider:
● Have a clear idea or direction before you begin
● Use video to convey ideas
● Make plans accessible
● Trust professionals (don’t micromanage)
OUTSOURCING
#GreeleySBDC

46. Consider contingency planning:
● Beware of “cheap" services
● Get decent website hosting
● Website security (Malcare)
● Open lines of communication
● Backups of your website
● Uptime monitors
● Know a good website developer
FINDING THE RIGHT PEOPLE
#GreeleySBDC

47. This is a MASSIVE stress-reliever.
When considering what to eliminate:
● Does the task add ROI?
● Is the ROI really worth the effort
● Is the task really necessary?
ELIMINATION
#GreeleySBDC
“Today, you only have to do a little
better than you did yesterday.”

48. THINKING OUTSIDE THE BOX
#GreeleySBDC

49. Ask for reviews!
Encourage people to take pictures of
your products and share via social
channels
Create branded hashtags
● Branded hashtags (1-2, branded)
● Niche-relevant hashtags (1-4,
300-10k)
● Broad hashtags (1-2, < 1mm)
** Please, check your hashtags before
using them!
LEVERAGE SOCIAL PROOF
#GreeleySBDC
WHY SOCIAL PROOF
1. 62% of consumers would not buy from a company that
censors reviews.
2. 75% of shoppers say they trust reviews as much as
personal recommendations.
3. 56% of consumers read a minimum of 4 reviews before
making a purchase
4. 47% of users leave product or services reviews every month
5. 53% of consumers expect negative feedback to be
addressed in 1 week or less.
6. 63% of them say they’ve never heard back from a business
about their review

50. GOOGLE MY BUSINESS (GMB)
● Do you have one?
● Actively posting images
● Posting regularly
● Strategy behind your posts?
Get started at business.google.com
● Be aware of whether you’re a “brick
and mortar” or service-area business
(SAB)
● Incorrect classification of an SAB can
lead to suspension
● Fill out your profile as completely as
possible
#GreeleySBDC

51. CLAIMING YOUR BUSINESS.SITE
When filling out your GMB
listing, claim your “website.”
This can also be used for
businesses that don’t have the
resources to create a website of
their own.
#GreeleySBDC

52. Leverage partnerships:
● Combined packages for added
value
○ Cross promotion
○ Consider people in related
market verticals
● Gamify your promotions
○ Black Friday Bingo
● Database reactivations
○ Leverage your existing
contacts
○ SMS, Email, and RVM
PARTNERSHIPS
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Example of funnel dashboard

53. TOOLS
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54. ● Create multiple forms of media
● Optimized sizes
● Easy pre-made templates
** The paid version allows you to
automatically resize content for different
platforms
CANVA
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55. ● Download the clipper extension!!!
● KISS
● Use tags (multiple tags are ok)
● Create one tag called “swipe”
EVERNOTE
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56. ● Organize based on topic
● Use a minimum of 10 sites
● Use Card view
● Scan articles - don’t waste time
● Don’t overlook YouTube RSS feed!
FEEDLY
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57. ● Connect social media accounts
and RSS feeds
● Create automations
● Trigger-based
IFTTT
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Map out the automations before
you get started.

58. FREE TOOLS - KEYWORD RESEARCH
● Google Trends (Search and
Topic)
● People Also Ask (PAA)
● Related searches
● Competitor titles and metas
● Ubersuggest
Focus on the language
surrounding your keywords!
#GreeleySBDC

59. Social media paid tools:
● Cloud Campaign
● Integromat
● Zapier
● IFTTT
● Social Animal
● Buffer
● Agorapulse
● Hootsuite
PAID TOOLS
#GreeleySBDC

60. CONTENT SYNDICATION
● Expand your footprint
○ Social properties
○ Web 2.0 targets
○ High-authority sites
○ Wiki data
○ Guest Posts
○ Press releases
● Lock your brand down
○ Domain name variants
○ Claim branded profiles
● Leverage automation tools
● Syndication and amplification
Image: mgyb.co
#GreeleySBDC

61. DOWNLOADS
#GreeleySBDC

62. This download includes:
● Content calendar template
● Content ideation guide
● Social media worksheet
● Tools and resources
DOWNLOADS
#GreeleySBDC
https://fvshorty.com/tips

63. REACH OUT. LET’S CHAT
https://book.fusionvine.com
@katobkato
/fusionvine
#GreeleySBDC