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How to work smarter rather than harder on social media

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How to work smarter rather than harder on social media

  1. 1. HOW TO WORK SMARTER RATHER THAN HARDER ON SOCIAL MEDIA
  2. 2. Strategy Build Engage Convert USING SOCIAL MEDIA TO GROW YOUR BUSINESS
  3. 3. Best Practice How to Strategy
  4. 4. I’M GOING TO SHOW YOU… u  How to develop a social media conversion funnel for your business u  How to transform your social media, website and email marketing into a lead conversion machine u  How to automate aspects of your social media without looking like a robot u  How to leverage your content to give you more bang-for-your-buck!
  5. 5. YOU ARE ACTIVE ON SOCIAL MEDIA, BUT NOT QUITE GETTING THE RESULTS YOU EXPECTED FOR ALL YOUR EFFORTS
  6. 6. YOU ARE KEEN TO ESTABLISH A SOCIAL MEDIA PRESENCE BUT YOU HAVE NO IDEA WHERE TO EVEN START!
  7. 7. SOCIAL MEDIA SHOULD FROM PART OF YOUR OVERALL SALES FUNNEL
  8. 8. LOST CUSTOMERS
  9. 9. THE SOCIAL MEDIA CONVERSION FUNNEL Awareness Attract Access Affinity & Authority Assist Action Advocacy Amplification & Authenticity S S = Social Media E E = Email Marketing C C = Content A = Social Media AdvertisingA A A A A
  10. 10. UNIQUE CONVERSION JOURNEY
  11. 11. ASSET-BASED MENTALITY TO AUDIENCE DEVELOPMENT
  12. 12. THE SNOWBALL EFFECT Your Audience Your Audience Advocacy Amplification & Authenticity Your Audience Advocacy Amplification & Authenticity ROI ROI ROI Advertising Advertising
  13. 13. DEVELOP A MULTI-CHANNEL AUDIENCE Audience Social Media Email Subscribers
  14. 14. EDITORIAL MISSION u  A boundary you create that determines what content you are going to create, source and share u  Provides a framework for the kind of content you will say ‘yes’ or ‘no’ to u  Answer the following questions to establish the editorial mission for your business: v  What have you got to offer? v  To whom? v  What outcome can they expect?
  15. 15. BUILD AN AUDIENCE THROUGH CONTENT 1.  Create useful and relevant content that is housed on your website 2.  Convert the traffic to that content into social media followers and/or email subscribers (i.e. develop an audience) v  Social plugins v  Targeted opt-in offers (e.g. downloads, video tutorials, competitions, etc) 3.  Create more content v  On your website (e.g. blog posts) v  Social media specific (e.g. engagement posts, images) v  Email exclusive 4.  Share content with your social media followers and email subscribers 5.  Engage with your audience, consistently providing value 6.  Repeat, repeat, repeat… 7.  Monitor which content performs best and why – do more of that! 8.  Share and promote conversion opportunities to your audience
  16. 16. LEAD GEN, NURTURING & CONVERSION Lead Generation Nurturing Conversion Website Social Media Email Marketing Physical Location
  17. 17. WEBSITE, SOCIAL MEDIA & EMAIL
  18. 18. LEAD GENERATION
  19. 19. WHAT VALUE DO YOU HAVE TO OFFER? u  Why should people Follow your business on social media? v  Receive the latest news v  Get discounts and special offers v  To learn v  Something else that provides 
 significant value to your ideal 
 customers? u  Why should people Subscribe to your business? v  Vouchers v  A free eBook v  An entry into a competition v  A training video v  Something else that your ideal
 customer is desperate to get
 their hands on?
  20. 20. VALUE EXCHANGE OPT-IN
  21. 21. COMPETITIONS
  22. 22. SUBSCRIBER OPT-INS
  23. 23. TARGETED OPT-IN High Perceived Value RelevantOpt-in Offer
  24. 24. NURTURE THROUGH CONTENT u  Share content that is timely, useful, provides value and is relevant to what you ultimately wish to sell, without it being a sales pitch u  Find the medium that you are most comfortable with v  Blogging v  Video v  Photos or images v  Audio u  Your content should complement your free giveaways and paid products and services u  Share a balance of yours and other people’s content
  25. 25. NURTURE THROUGH ENGAGEMENT u  Engagement builds: v  Trust v  Credibility v  Authority v  Relationships v  Connection v  Belonging v  Much more…
  26. 26. Follow (some unfollows) See status updates Engage Purchase CONVERSION PATH Opt-in (some unsubscribes) Receive emails Engage Purchase Social Media Follower Email Subscriber
  27. 27. Follow (some unfollows) See status updates Engage Purchase CONVERSION PATH Opt-in (some unsubscribes) Receive emails Engage Purchase Social Media Follower Email Subscriber
  28. 28. CONVERSION u  Apply a multi-channel approach to conversion u  Make it as easy as possible for people to do business with you: v  Offer something enticing v  Share full details of what you have to offer v  Provide a one-click option to purchase
  29. 29. BATCH YOUR CONTENT DEVELOPMENT, SOURCING & SHARING
  30. 30. DEVELOP AN EDITORIAL CALENDAR FOR YOUR BUSINESS
  31. 31. INTEGRATE SOCIAL MEDIA INTO EVERYTHING THAT YOU DO
  32. 32. BLOCK TIME IN YOUR DIARY FOR SOCIAL MEDIA PLANNING
  33. 33. EVERGREEN CONTENT u  What are the dreams, aspirations and concerns of your customers that are relevant to your business? u  What are they likely to Google? u  What would it be useful for your customers to know? u  What is currently your most popular content? u  What are your most frequently asked questions? v  In person v  Online v  Email v  Website search queries v  Other touch points v  Ask people!
  34. 34. TIMELY CONTENT u  World events, which are relevant to your business or community v  e.g. World Cup or Valentines Day u  Local events that are relevant to your business or community v  e.g. A street festival or Circus coming to town u  Industry or niche events that your business is involved in v  e.g. Conferences or trade shows u  Business activities v  e.g. Product launches, special events, delivery of research findings
  35. 35. DEVELOPING CONTENT u  Map all of the relevant activities and events on a calendar u  Create monthly or weekly themes around events and activities u  Brainstorm high quality, valuable content topics you could create content for around each of these themes u  See what content you have already got that can be repurposed v  e.g. Presentations, fact sheets, FAQ’s, instructional videos, interviews, etc u  Determine the best format for content, using multiple formats for each topic where possible to further leverage your content u  Develop the content!
  36. 36. SOURCING CONTENT u  Sharing ‘relevant’ content from other sources can be as valuable as creating it yourself and a great strategy if you don’t have capacity to create a lot of content u  Develop a list of “approved” websites, businesses and people to share content from u  Set up content feeds: v  Within your social media newsfeed v  Social lists v  Social searches (e.g. Hashtag feed on Hootsuite) v  Feedly v  Google Alerts v  Email subscriptions v  Publications
  37. 37. HASHTAGS #RSDAus #RSD #RecordStoreDay #RecordStore #music #records #vinyl #vinyljunkie #vinylculture #vinyladdict #vinylcollection #ilovevynyl #records #recordcollection #recordhunter #cratediggin #cratedigger #nowspinning #turntable #turntables #dj #scratch #headphones #mix #remix #oldschool #music #ilovemusic #instacomp #facebookcomp
  38. 38. VISUAL CONTENT u  Develop visual branding guidelines (colours, fonts, filters, etc) u  Take photos of everything! u  Source royalty free images u  Source quotes or tips that can be converted to visual content u  Use tools like canva.com or wordswag to create engaging images u  Invest in images (if possible)
  39. 39. CONTENT REPOSITORY u  Create a content repository system for your business that all members of your social media team can access and contribute to u  Include a spreadsheet of the content you wish to share on social media, including: v  Blog posts (yours and others) – indicate whether or not they are evergreen v  Engagement posts v  Tips v  Calls-to-action (e.g. opt-in offers & sales messages) v  Relevant hashtags for each post u  Include a list of “hashtags” to use when sharing u  Include a list of “approved” websites to share content from u  Include a folder of images to share on social media
  40. 40. SCHEDULE u  Plan what you are going to share in advance v  Schedule evergreen content to be shared more than once u  Schedule content for the optimal time and within context v  Consider handing over this task u  Use scheduling tools, either directly within the platform or via a 3rd party tool: v  Hootsuite v  Sprout Social v  Social Oomph v  Buffer v  Via a content sourcing tool (e.g. Feedly) u  Set notifications to ensure you can respond in a timely manner when people engage with the content you share u  Supplement content with real-time ‘live posting’ v  e.g. posting at an event you are attending
  41. 41. PRO-ACTIVE ENGAGEMENT u  Pro-actively connect with and develop relationships with other people and businesses u  Target business, people and groups that attract your ideal customers (i.e. your potential audience) u  Leave digital footprints behind by engaging with other people’s content v  Increase awareness of your business v  Develop relationships Your Potential Audience Their Audience Your Audience Your Potential Audience
  42. 42. Join Conversations Online Relationship Offline Relationship Connect Social Media Profiles Shared Connections Groups REACH OUT
  43. 43. STRATEGIC USE OF SOCIAL MEDIA TIME Developing Content Sharing Content Engaging in conversations Listening Pro-active Real-time Consumption Allocate Time Notifications
  44. 44. $397 or 2 x $210 IMPACTIV8.COM.AU/SMS

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