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Making It Happen - Marketing Like a Superstar!

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Small Business Challenges & Their Impact on Social Media!

Learn:
A Social Media Plan that Works
Determine Goals
Determine Channels
Build Your Audience
Develop a Content Strategy
Execute & Evaluate the Plan

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Making It Happen - Marketing Like a Superstar!

  1. 1. Market Like a Superstar! Rachel Strella Strella Social Media www.strellasocialmedia.com
  2. 2. Today, we’ll discuss… Small Business Challenges & their Impact on Social Media A Social Media Plan that Works  Determine Goals  Determine Channels  Build Your Audience  Develop a Content Strategy  Execute & Evaluate the Plan
  3. 3. Small Business Challenges
  4. 4. Small Business Challenges
  5. 5. Small Business Challenges→ Wrong Mindset→ Lack of Strategy/Goals→ Lack of Consistency→ Poor Content→ Poor Customer Service
  6. 6. Small Business Challenges→ Ignoring the Audience→ Deleting Negative Feedback→ “Silo” Efforts→ Managing Too Many Media→ Complacency
  7. 7. A Social Media Plan That Works
  8. 8. A Plan That Works Determine Goals
  9. 9. A Plan That Works: GoalsSample GoalsIncrease website trafficBuild customer loyaltyEstablish credibility/authorityBuild your audience/followingIncrease Search EngineOptimization (SEO)
  10. 10. A Plan That Works: GoalsSample GoalsDrive foot traffic to a locationIncrease visibilityAwareness of a product/serviceReach a specific new audienceIncrease customer engagement
  11. 11. A Plan That Works: GoalsGoal ChecklistSelect 2-3 goals for 90-day planKeep goals in alignment withyour brand and long-term planSelect goals that aremeasurable in some way
  12. 12. A Plan That WorksDetermine Channels
  13. 13. A Plan That Works: Channels“Big 3” Channels: FacebookAudience is consumer-basedLargest age segment is 21-24Great for sharingIntegrates well with 3rd partyappsOversaturated channel
  14. 14. A Plan That Works: Channels“Big 3” Channels: LinkedInAudience is business-basedLargest age segment is 35-44Three powerful gems: groups,advanced search, and answersRelationships a MUST
  15. 15. A Plan That Works: Channels“Big 3” Channels: Twitter140-character limitLargest age segment is 30-49Channel is wide-openStrong customer-service outletLanguage can be confusing(hashtags, re-tweets, etc)
  16. 16. A Plan That Works: ChannelsSupplemental Channels: YouTubePowerful – top search site alongwith GoogleLargest age segment is 18-34Great for small businessbranding and SEOHard to leverage if camera shy
  17. 17. A Plan That Works: ChannelsSupplemental Channels: Google+Interface similar to FacebookLargest age segment is 25-34Higher usage among men (69%)than women (31%)Great for SEOAudience: engineers, webdevelopers, students, marketers
  18. 18. A Plan That Works: ChannelsSupplemental Channels: PinterestPhoto sharing site; pinboardsLargest age segment is 25-54Higher usage among women(79%) than men (21%)Best for product-based brandsAttraction: fashion, food, décor,bridal, fitness, animals, kids, travel
  19. 19. A Plan That Works: ChannelsSupporting Channels: Blogs Online source of informationfrom a 1st person POVGreat for driving traffic to awebsite, gaining credibility,community building and SEOBest if you own the content(self-hosted site vs. free site)
  20. 20. A Plan That Works: ChannelsSupporting Channels: Enews Electronic communication sentvia email to a list of subscribersGenerate TOMAGreat for those who haveemail, but not social mediaDo not spam or add contacts toa list without permission
  21. 21. A Plan That Works: ChannelsChannel ChecklistDetermine target audience andwhere they are on social mediaSelect 2-3 media that matchyour goals and target audiencePlay to your strengthsFind ways to maximize efforts
  22. 22. A Plan That WorksBuild Your Audience
  23. 23. A Plan That Works: AudienceAudience: Use Social Media Tools Import email contacts to fanpageUse Twitter’s “Discover Tab”Do not import lists intoLinkedIn; make authenticconnections
  24. 24. A Plan That Works: AudienceAudience: Cross Reference LinkedIn Profile: List Twitterand FacebookLeverage your popular channelsto draw audience to otherchannelsUse integration tools (Pinterest)Cross reference when relevant
  25. 25. A Plan That Works: AudienceAudience: Build During Use Join LinkedIn Groups; makepersonal connectionsUse hashtags and mentions intweets Beware of offers that‘guarantee’ immediate fans orfollowers
  26. 26. A Plan That Works: AudienceAudience: Marketing Integration List social media channels ondirect mail, newspaper ads,newsletter or business cardsAdd social sites to website andemail signatureUsing Facebook? Claim uniqueURL (facebook.com/username)
  27. 27. A Plan That Works: AudienceAudience: Connect Offline Efforts Leverage networking, office orstore space, and events asopportunities to promote sitesUse “social media cards,” QRcodes, signs, and productsGive them a reason to connectwith you online
  28. 28. A Plan That Works: AudienceAudience: Think Outside the Box Use contests, a call for “re-tweets” or other methods togenerate interestBe mindful of what others aredoing to build fansIf you run a contest onFacebook, use a 3rd party app
  29. 29. A Plan That Works: AudienceAudience ChecklistIf you’re just starting out, thisshould be a primary goalIf you’re already established,continue to think of ways to buildRevisit audience-buildingregularly and brainstorm
  30. 30. A Plan That WorksDevelop a Content Strategy
  31. 31. A Plan That Works: ContentContent: Themes Consider how to createengaging contentWhat value can I provide?What’s interesting about mybusiness?Where are growth opportunities?How can I educate my audience?
  32. 32. A Plan That Works: ContentContent: Theme Examples Accountant: Tax tips during themonth of MarchRetailers: Christmas - DecemberSalon: Prom preparation tips inthe springBusiness Coach: Job interviewtips around college graduation
  33. 33. A Plan That Works: ContentContent: Theme Calendar Match goals and themesDevelop a “theme of themonth” to help create aconsistent message thatresonates with audience (themesalso simplify your contentplanning)
  34. 34. A Plan That Works: ContentContent: Theme Calendar Example Industry: Physical TherapyShort-Term Goals:#1: Build brand awareness#2: Educate community onproactively seeking physicaltherapy, rather than post injury
  35. 35. A Plan That Works: ContentContent: Theme Calendar Example Month #1: Debunking physicaltherapy myths Month #2:How physical therapyis a better than a gym workout Month #3: Common injuriesprevented with physical therapy
  36. 36. A Plan That Works: ContentContent: Integrate!PT: Blog, Twitter and YouTubeEmbed video link in blog postsShare blog posts on TwitterIntegrate with offlinemarketing efforts (print/directmail)Integrate with online media(enews/online ads)
  37. 37. A Plan That Works: ContentContent: Editorial CalendarAssign the themes by monthUnder each month, list thesocial media channels and breakdown how frequently you plan topost on each channel (an ‘outline’of content)
  38. 38. A Plan That Works: ContentContent: Develop ContentFill-in the outlineA few content guidelines:Shorter and punchier is betterKnowledge is powerEngage the audienceBe authenticReveal ‘human side’ of business
  39. 39. A Plan That Works: ContentContent: Develop ContentUse pictures when relevantConsider timelinessHighlight industry events/newsBe authenticUse sales pitches sparinglyProofread contentWork smart
  40. 40. A Plan That Works: ContentContent ChecklistDetermine themesDevelop theme calendarConsider how to integrateDevelop an editorial calendarWrite content with zest!
  41. 41. A Plan That WorksExecute & Evaluate the Plan
  42. 42. A Plan That Works: ExecuteContent: Execute the PlanAssign responsibilitiesMonitor channelsEngage/respondPut a plan in place for handlingnegative feedback
  43. 43. A Plan That Works: EvaluateContent: Evaluate the PlanWhat worked?What didn’t work?What should you shift?Are there new channels toembrace?What should the next 90 dayslook like?
  44. 44. A Plan That Works: ExecuteExecution & Evaluation ChecklistAssign work – including contentdevelopment, brandingmonitoring/engagement, andhandling negative feedbackEvaluate planMake necessary changes anddetermine plan for next 90 days
  45. 45. A Plan That WorksNeed More Direction?
  46. 46. A Plan for Your Small Business Developed exclusively for small business owners! Downloadable guide contains 5 Modules Pre-order TODAY and Receive $50 Off!
  47. 47. Questions
  48. 48. Connections and Resources Website and Blog: StrellaSocialMedia.com Facebook:Facebook.com/StrellaSocialMedia Twitter: Twitter.com/RachelStrella LinkedIn: LinkedIn.com/in/RachelStrella

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