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Social Media for Business Marketing


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This presentation offers an overview of social media marketing, what it can do for your business, what it can't do, and how it fits into a marketing and sales funnel.

It also includes examples of social media profiles that are optimized and being used in meaningful way to connect with customers in the following businesses:
The restaurant industry
The marketing agency industry
A B2C, product

This also covers specific dos and don'ts for Facebook and Twitter business accounts.

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Social Media for Business Marketing

  1. 1. 1 Social Media for Business Best Practices and Tips April 2018
  2. 2. Overview • Social Media Marketing • Background information • Magic numbers and actions • Facebook • Instagram • Twitter • LinkedIn • Pinterest • Ways to Grow Followers and Engagement • Twitter and Facebook: A Deeper Look and Examples • Suggestions for Day-to-Day Management 2
  3. 3. What Social Media Can Do ▪ Generate leads ▪ Build a community ▪ Increase brand awareness ▪ Engage existing customers ▪ Attract new customers 3
  4. 4. What Social Media Can’t Do ▪ Drive 100% of traffic to your website ▪ Only operate on organic posting ▪ Serve as a megaphone to get your message out 4
  5. 5. Social Media Channels: You Have Options • Facebook • Twitter • Instagram • Pinterest • YouTube • Google+ • LinkedIn • Snapchat • Vimeo • Houzz • Yelp • Medium • Tumblr • Flickr • Reddit 5
  6. 6. Exposure Discovery Consideration Sale SEO: link building, keyword targeting Content: Blog posts, videos, social media posts Social media engagement and advertising Press coverage Influencers Cross-promotion from partnerships with other companies or publishers Print materials Conferences or tradeshows Shared social media post or page Your website Landing pages with non-gated content and/or email optin Emails Retargeted social media and display ads Inbound Marketing: Where Social Media Fits 6
  7. 7. Questions to Ask When Using Social Media for Business  What business objective(s) does my social media marketing support?  How does my social media marketing work with the rest of my marketing efforts?  How do others in my industry use social media – and what works/doesn’t work for them for engagement? 7
  8. 8. Magic Numbers Social media content should be customized for each platform. 8
  9. 9. 9 Posting Frequency Varies by Channel
  10. 10. 10 Content Best Practices Vary by Channel
  11. 11. What You Need to Know About Social Media Growth Increasing legitimate followers grows your audience. Increasing engagement grows your brand and community. 11
  12. 12. EngagementFollowers ▪ Strategic following/unfollowing of other accounts ▪ Valuable content resulting in organic sharing ▪ Tagging other pages/accounts ▪ Sharing content from other pages/accounts ▪ Participating in discussions ▪ Paid ▪ Respond to everything ▪ Using organic hashtags ▪ Sharing content from other pages/accounts ▪ Refining sources, themes, topics of your content based on web and social media data 12 How to Grow Your Social Media Following
  13. 13. Using Twitter for Your Business Facts: • 330 million monthly active users • 77% of Twitter users feel more positive about a brand when their tweet has been replied to • Tweets with videos get 2.5 times more replies, 2.8 times more retweets and 1.9 times more favorites than non-video posts 13
  14. 14. Twitter Don’tsTwitter Dos 14 ▪ Post consistently ▪ Post a variety of content ▪ Use organic hashtags ▪ Keep your header image and bio up-to-date ▪ Join conversations ▪ Respond to Tweets ▪ Retweet positive news ▪ Use it as a customer service tool ▪ Include images and videos in your posts ▪ Don’t only promote your own business ▪ Don’t go silent for days, weeks or months at a time ▪ Don’t create complicated, brand-specific hashtags Twitter Rules and Basics
  15. 15. Using Facebook for Your Business Facts: • 79% of people online in the US have a Facebook account • Facebook page reviews show in Google search results • Organic reach of posts: ~2-4% (depending on number of followers, type of content) 15
  16. 16. Facebook Don’tsFacebook Dos 16 ▪ Post consistently ▪ Post a variety of content ▪ Respond to posts on your timeline – good or bad ▪ Boost posts that perform well organically ▪ A/B test your advertising ▪ Target your advertising ▪ Optimize and update your Facebook page ▪ Don’t only promote your own business ▪ Don’t forget to check your social media ▪ Don’t go silent ▪ Don’t post in all caps Facebook Rules and Basics
  17. 17. 17 Twitter Example: Timely Header Image Brewery and Restaurant
  18. 18. 18 Twitter Example: Retweets and Replies Connect the Brand with the Consumer Brewery and Restaurant
  19. 19. 19 Twitter Example: Interacting with Personal and Company Brands Marketing Service Agency
  20. 20. 20 Twitter Example: Customer Service and Calls to Action Battery Product
  21. 21. 21 Twitter Example: Share Positive News About Your Brand Battery Product
  22. 22. 22 Facebook Example: Contact Information and Pinned, Timely Post That’s Consistent with Twitter Brewery and Restaurant
  23. 23. 23 Facebook Example: Show Off Your Awards Marketing Service Agency
  24. 24. 24 Facebook Example: Pinned Post with Video Marketing Service Agency
  25. 25. 25 Facebook Example – Missed Opportunity: Respond to Posts So You Can Resolve Customer Issues Battery Product
  26. 26. 26 Battery Product Facebook Example – Missed Opportunity: Acknowledge Positive Feedback
  27. 27. Suggestions for Day-to-Day Management • Batch content creation • Schedule using a tool like Hootsuite or Buffer • Spend 15 minutes each day engaging • Budget for paid boosts or ads 27
  28. 28. Recap 1. Ask yourself why you’re using each channel and how it helps you reach your customer 2. Follow best practices and monitor what type of content your audience responds to best 3. Plan for engagement and growth 28
  29. 29. THANKS FOR YOUR TIME! • • • @StunningStrat Get in touch