It’s time for businesses to take a strategic look at their marketing activities with an eye towards analysis. Intended to support and educate business owners, the webinar is intended to provide immediate, actionable ideas small business owners can use to improve their online marketing.
The webinar will focus on the importance of a strong social media presence for small and medium sized businesses. It will cover key basics, including:
• How to leverage social media to generate web traffic
• The essentials of professional digital profiles
• What your online presence says about your business
• Ensuring your business can be found online
• The importance of a mobile responsive website
• Social Sharing
Learn how Social Media can impact sales strategy and lead to greater awareness, serve as a tool to educate buyers, expedite the purchase cycle and ultimately increase referrals. Or just turn your existing customers into well trained advocates as part of your sales force.
Ways to implement measurable campaigns including:
• Increasing Average Order Size
• Increasing Purchase Frequency
• Improving Conversion Rate
• Encourage Sharing
If you have yet to give Social Media for your business a shot, or have had missteps in the past, this is a can't miss conversation. Come with your stories of social media success and/or missteps. We will discuss ways to improve your results or launch your first campaign. We will share some of our own!
Our philosophy: The more people who know what we are doing, the better for us (and them ;)). We have digital, in-person, recorded/virtual and other ways of getting and staying in front of people. How we spend year over year is determined by performance of each channel. If a media, network or channel is underperforming, it’s budget is reduced and reallocated towards other, better performing options. There is no silver bullet or magic solution. There is no one activity that will sustain our businesses.
The brutal truth is that if you’re not on social, your competitors are. If your competitors are not, that presents an opportunity for you. Your customers have been, for more than a decade.
The truth is, we haven’t had anyone not achieve their goals using social media. Whether those goals are increased leads, audience growth and engagement, thought leadership, event promotion, etc…
Primary Goal is engagement: it’s a two way communication channel, you just need to capture attention. Increase audience – there are people looking for your business, on search, on social. They’re looking for a contact for your service or product. They may not buy today, but if they see you posting, they can pull you in to their social feed. Organic data capture – the goal of any marketing effort. How can I get a name, email, phone, address so I can keep the conversation going? Marketing Msrmt. – what is performing, more importantly what isn’t? Now I know where to spend my future marketing dollars. Increased frequency – growing and maintaining a client distribution network that can be utilized in seconds. More messages = more engagement. Cust. Svc. Channel – 24/7 two way communication network. If you’re not answering questions, someone, somewhere is. Increase vol./freq. of purchase – by staying in front of clients, you can eliminate long purchase lags and reinforce ready stock needs.
Youtube, Facebook, Instagram, Twitter, and LinkedIn are domestic #1’s. Is your audience on tiktok/triller, do they listen to spotify/pandora or other streaming services? What about Google? Do they search for anything? Are they gamers or streamers? These are the questions you need to consider before determining where to spend to augment your message.
Offline… the best place to start is with pen and paper (notepad, etc…) However you’re comfortable documenting a plan. Right out the actions you wish to encourage and how you’ll motivate people to take the desired action.
With limited budgets and multiple other channels, why should we invest in Social Media? After all, isn’t it a free media source?
US population was 328 million in 2019… That’s 12 minutes of every hour.
Television 22 years, Credit Cards 28 years, Electricity 46 years, Telephone 50 years. I share this to ‘place’ social media. It’s not going anywhere…
We want to create a two-way communication channel where customers feel comfortable starting a dialogue with us, voicing their concerns/complaints, reaching out with use questions, sharing their product use stories and advocating for your brand. While doing so, we want to capture their organic contact data and have them convert.
Website – is your site built to drive phone traffic, downloads, event registration, scheduling or purchase? Social Media – have you developed an audience that you can leverage for success? How many followers do you have? Do you create content regularly? Content - What content is driving more engagement? Does your audience like infographics, polls, countdowns, animations, imagery or videos? Remarketing/Retargeting – do you have tracking pixels from google, facebook, linkedin, twitter, etc… Are you able to remarket to people based on site and search behavior? Data – is your data collection process established? Are you able to pull the necessary data to inform future decision making?
Marketing Funnels… we’ve all heard the term and perhaps it’s an overused piece of jargon, but Social Media allows for us to reinforce it by keeping our content in front of interested visitors.
We’ve all heard the saying… ‘Best Laid Plans…’ well, let’s think of the plan as an amendable, living road map. A flexible guide if you will. Ask the questions below:
033021 jrs making_socialwork
TABLE OF CONTENTS:
• Social media targeting
• Follow your customers
• Customer journey mapping (Awareness, Evalu,
Follow us @jrsmarcom
Who Does Social
• Business to Business
• Business to Consumer
• Direct to Consumer
• Advocacy Groups
What Is Our Purpose?
Organic Goals and Paid Goals
Increase Msg. Frequency
How To: Organic Social Media
Cost: Time (20 min/day)
• Like, Comment or Share on pages of
interest to your target audience
• Engage in Groups of relevance to your
• Actively participate in the
communication surrounding topics of
interest to your brand
• Curate News Feed
• Messenger Outreach
• Ask questions
• ‘atta boy/girl
• State an opinion
How To: Paid Social Media
• Select a Goal
• Video views/app installs/messages
• A/B Test Creative
• Action Based Viewing (web visit/video view)
• Pic the Winners and Double Down
Facebook Objectives LinkedIn Objectives
?’s To Ask For When?
Is there seasonality to your business?
Have you run similar promotions in prior years?
Do you have data?
Prior Paid Ad Spend
Have conditions inside your business changed?
New Product or Service
Are sales Up/Down? Do you know why?
Have you developed a strategy?
(Trend Report, Search Term: Golf Cart)
No Time Like The
Domestic Social Media Use is
expected to grow to almost 260
million users by 2023
Social media usage accounts for 21.4
percent of total mobile minutes in
• It’s measurable
• Relative to other media, it’s cost effective
• It works!
Start With A Plan
• Website Built/Designed with
• Social Media Channels Established
That Meet Demographic Goals
• Frequent Engagement
• Content that grabs attention shared
across multiple channels
• Optimizing Funnel By The Data