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© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Social Media
Marketing For Your
Small Business
Presente...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Deluxe & VerticalResponse
The Perfect Match
 VR acquir...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Agenda
• Introduction
• Best Practices
• Summary
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
About Adam
• Adam Dince @adamdince
• Director of Earned...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
People use social media for…
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Businesses use social media for---well, business
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Causing a social disconnect between people and business...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Which has led to increased ad-blocking
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
And businesses not seeing much of a return on their soc...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
But there is a way for businesses to win on social media
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
How Social Media Is
Supposed To Work
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
The old way consumers went about making purchasing
deci...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
The current way consumers go about making purchasing
de...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Social media has the opportunity to influence consumers...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Let’s align the data to social media marketing
recommen...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Let’s Deep Dive
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Build brand awareness and community
Source: fleishmanhi...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Why is brand awareness and community important?
• 58% o...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Listen, respond and grow awareness & communities
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Listen and respond with Twitter
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Listen and respond with Facebook & LinkedIn
B2C - Faceb...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Listen and respond with Instagram
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Every major social network allows you to listen and res...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Strong social calls-to-actions on your Website
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Promote in-store
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Use custom audience + email match
https://www.facebook....
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Retarget Website visitors on social networks
User visit...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Build brand awareness and community
Source: fleishmanhi...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Why is brand awareness and community important?
• 51% o...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Deluxe has been strong partnerships
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Which may result in conversation that builds credibility
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Which can lead to links that increase findability in
se...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Think about how you can leverage already established
pa...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Spend time networking offline
Source: www.bestlegalreso...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Engage with your audience
Source: fleishmanhillard.com
...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Why is it important to engage with your audience?
• 38%...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Talk with / not “at”
• Asking our social networks to ke...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Share helpful content
• Mix your sales and promotional
...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Share your network’s content
• We like to ask our netwo...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Pin best content to your profiles
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Engage with the media and local figures
Source: fleishm...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Why is it important to Why is it important to engage wi...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Opportunities to connect with the media and influential...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Carefully use sponsored content to drive results
Source...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Why is it important to Why is it important to engage wi...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Facebook advertising allows hyper targeting
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Facebook custom audience targeting
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Social Coupons
https://ww.deluxe.com/small-business/soc...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Twitter audiences can be targeted through ads
Disclaime...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Instagram ads for visual brands
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Summary
• The best practices
• Build brand awareness an...
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Upcoming Webinars
•Feb 3 – Creating a Successful Email
...
Social Media Marketing For Your Small Business
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Social Media Marketing For Your Small Business

Building a social media fan base and gaining followers is critical to digital success for any business owner.

In this presentation, you'll read more about how to:

• Develop an effective social media business plan
• Build brand loyalty and gather valuable customer information
• Create the right digital sales tools for your business
• Run a successful campaign on Facebook

Interested in watching the recorded version? Add this link to your browser and view on Youtube: https://www.youtube.com/watch?v=xXFZwHoAtnc

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Social Media Marketing For Your Small Business

  1. 1. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Social Media Marketing For Your Small Business Presented by: Adam Dince @adamdince
  2. 2. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Deluxe & VerticalResponse The Perfect Match  VR acquired by Deluxe Corporation in July 2013, joined their Small Business Services Division  Marketing professionals based in San Francisco and Shoreview, MN offices  2016 (and Beyond!) Webinars will target small business owners and nonprofits  Popular topics include websites, logos & branding, social media and more- Now including more experts!
  3. 3. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Agenda • Introduction • Best Practices • Summary
  4. 4. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. About Adam • Adam Dince @adamdince • Director of Earned Media • Over 15 years of experience in online marketing and Web development, both B2B and B2C • Helped dozens of Fortune, enterprise and small businesses create winning strategies Contributor To: Certifications:
  5. 5. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. People use social media for…
  6. 6. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Businesses use social media for---well, business
  7. 7. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Causing a social disconnect between people and businesses Buy our New England Patriots Boxer ShortsDid you see the Patriots game on Sunday? I sure did! Man, that Tom Brady is amazing! Awkward
  8. 8. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Which has led to increased ad-blocking
  9. 9. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. And businesses not seeing much of a return on their social media investments
  10. 10. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. But there is a way for businesses to win on social media
  11. 11. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. How Social Media Is Supposed To Work
  12. 12. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The old way consumers went about making purchasing decisions First Moment of Truth Second Moment of Truth Stimulus At shelf In-store Experience Source: www.zeromomentoftruth.com
  13. 13. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The current way consumers go about making purchasing decisions
  14. 14. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Social media has the opportunity to influence consumers from a variety of sources Source: fleishmanhillard.com
  15. 15. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Let’s align the data to social media marketing recommendations Source: fleishmanhillard.com Build brand awareness and community Build strategic partner relationships Engage with your audience Engage with the Media Carefully use sponsored content to drive results Engage with the media and local figures
  16. 16. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Let’s Deep Dive
  17. 17. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Build brand awareness and community Source: fleishmanhillard.com Build brand awareness and community
  18. 18. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Why is brand awareness and community important? • 58% of people are influenced by a friend in their network • The larger and more relevant your audience is, the deeper reach you have • If your brand is likeable and integrated in the social conversation, the more you’ll stand out from the noise
  19. 19. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Listen, respond and grow awareness & communities
  20. 20. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Listen and respond with Twitter
  21. 21. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Listen and respond with Facebook & LinkedIn B2C - Facebook B2B – LinkedIn Pulse
  22. 22. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Listen and respond with Instagram
  23. 23. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Every major social network allows you to listen and respond
  24. 24. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Strong social calls-to-actions on your Website
  25. 25. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Promote in-store
  26. 26. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Use custom audience + email match https://www.facebook.com/ads/manager/audiences/?act=10153535023034458&aln=datafile
  27. 27. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Retarget Website visitors on social networks User visits Website and a retargeting cookie is dropped Same users are retargeted on Twitter with content & possibly “follow” you Same users are retargeted on Facebook with content & possibly “Like” you. http://www.adroll.com
  28. 28. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Build brand awareness and community Source: fleishmanhillard.com Build strategic partner relationships
  29. 29. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Why is brand awareness and community important? • 51% of people are influenced by trusted group or organization • The more relevant partners you have, the more likely you are to be recommended by a trusted source • If your brand is likeable and integrated in the social conversation, the more you’ll stand out from the noise
  30. 30. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Deluxe has been strong partnerships
  31. 31. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Which may result in conversation that builds credibility
  32. 32. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Which can lead to links that increase findability in search engine results
  33. 33. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Think about how you can leverage already established partnerships • Vendors • Retailers • Event locations • Manufacturers • B2B customers • Non-profit organizations
  34. 34. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Spend time networking offline Source: www.bestlegalresource.com
  35. 35. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Engage with your audience Source: fleishmanhillard.com Engage with your audience
  36. 36. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Why is it important to engage with your audience? • 38% of people are influenced by companies they follow • Improves your business’s chances of being top-of-mind for consumers • Gives your business the chance to influence purchase behavior
  37. 37. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Talk with / not “at” • Asking our social networks to keep up with us on a regular basis is not a small favor. • Reward them with showing that you’re just as interested in them as they are in you • They may well reward you with loyalty and business
  38. 38. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Share helpful content • Mix your sales and promotional content with informative and useful content • Research your audience, find out what they’re interested in and share content related to them • You don’t have to write the content— you can share helpful information from 3rd party Websites
  39. 39. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Share your network’s content • We like to ask our networks to SHARE our content (which helps us) • How are we reciprocating? • Why would our audience care about our success if we don’t care about theirs? • What if we were able to build up mutual admiration with your audience?
  40. 40. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Pin best content to your profiles
  41. 41. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Engage with the media and local figures Source: fleishmanhillard.com Engage with the media and local figures Engage with the media and local figures
  42. 42. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Why is it important to Why is it important to engage with local media and figures? • 29% of people are influenced by media social feeds • Improves your business’s chances of being top-of-mind for consumers • Gives your business the chance to influence purchase behavior
  43. 43. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Opportunities to connect with the media and influential figures • Grand openings • Great opportunity to share your business story with the local news • Weekly newspapers and radio news outlets will cover business grand openings and give the owners a chance to talk about their business to a larger audience • Invite local celebrities to attend • Calendars • Most communities have news outlets with weekly calendars • In their best interest to let the local community news outlet know to include in the calendar of activities • Make yourself an expert • Providing your experience and expertise to local news outlets will help shape the public’s opinion of your business • Example: Accountants giving advice on key tax write-offs for business owners • Calling local newspapers or radio stations to see if they will be writing stories on these topics can insert your business into the overall media mix • Give back to the community • The media loves feel good stories. So when you do something positive in your community, make sure that the press is aware of it
  44. 44. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Carefully use sponsored content to drive results Source: fleishmanhillard.com Carefully use sponsored content to drive results
  45. 45. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Why is it important to Why is it important to engage with local media and figures? • 21% of people are influenced by sponsored content • Using paid social advertising can: • Position timely promotions and offers in front of your target audience • Build brand awareness • Educate your audience on relevant issues • Gives your business the chance to influence purchase behavior
  46. 46. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Facebook advertising allows hyper targeting
  47. 47. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Facebook custom audience targeting
  48. 48. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Social Coupons https://ww.deluxe.com/small-business/social-media/coupons
  49. 49. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Twitter audiences can be targeted through ads Disclaimer: I’m not a fan of Twitter ads. Test it, measure results and if you’re not finding value, spend your money elsewhere
  50. 50. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Instagram ads for visual brands
  51. 51. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Summary • The best practices • Build brand awareness and community • Build strategic partner relationships • Engage with your audience • Engage with the media and local figures • Carefully use sponsored content to drive results • Make sure you’re dedicating the right number of resources • Get expert help where you need it
  52. 52. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Upcoming Webinars •Feb 3 – Creating a Successful Email •Feb 11 – Define Your WOW! Factor – Creating an Unforgettable Brand •Feb 17 – Best Practices for SMB Advertising •Feb 25- Does Google Love Your Business? Register on Deluxe.com/blog or VerticalResponse.com

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