Is Social Media Right for Your Business


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For small business owners, social media may still be intimidating. This deck outlines what you should consider when making that tough decision about promoting your company on social.

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Is Social Media Right for Your Business

  1. 1. Follow us on Twitter@RoyalAppleMktgand “Like” us onFacebook and LinkedIn Is Social Media Right for Your Business? Becky Livingston President Royal Apple Marketing
  2. 2. Becky Livingston—President,Royal Apple Marketingn  20+ years of marketing, technology, and communications experiencen  Trainer 6+ yearsn  Author, blogger, and avid Twitter fan!n  Big-Picture Thinker & Strategistn  Client list includes non-profits, small companies, and CPA firms Twitter: @RoyalAppleMktg @bmliving @BM_Livingston
  3. 3. Agendan  Building an Online Brandn  Determining What Social Media Platforms to Usen  Leveraging LinkedIn, Twitter, and Facebook for Lead Generationn  Automating Your Social Media Engagementn  Blogging – Building a Community with Customersn  Search Engine Optimization (SEO)n  Search Engine Marketing (SEM
  4. 4. Building an Online Brand
  5. 5. What is a brand?n  The emotional and psychological relationship you have with your customers, eliciting thoughts, emotions, and sometimes physiological responses from customers.n  The cornerstone of your productn  Blueprint for your customer experiencen  Determines all conversations with your clients, customers, etc.n  Determines the position & strength of your marketing frameworkn  Truth
  6. 6. Social Media Platforms
  7. 7. The Big 5n  Facebook: 800 million active users. 1/13 people on earth. 35+ age group has 30% of the audience. Nearly every U.S. large charity & university is here.n  Twitter: 100 million Tweeps, 34% of marketers generate leads here, 55% access via mobilen  LinkedIn: 135 million users in North America, 2 million companies on LI.n  Blogging: 2 million written, 90+% of people trust blogs versus other social median  YouTube: 2nd largest search engine, 4 billion views globally daily, 1 hr of video loaded each second = 1 decade every day
  8. 8. How to choose?n  Where are your customers?n  What is your target age group? What does your customer look like?n  What are YOU comfortable using/posting to each day?n  How much time do you have?n  Where is your competition? Do your research!
  9. 9. Lead Generation
  10. 10. Steps for Lead Management1.  Identify your ideal lead2.  Determine the goal >> re-awaken cold leads, increase lead quality, or generate new leads3.  Select a persona (goes back to brand) >> What problem are you solving?4.  Offer value, not the best thing since sliced bread5.  Establish a timeline6.  Measure and Improve
  11. 11. Soft Lead Conversion
  12. 12. Automation
  13. 13. Should I?n  Auto posting to Facebook decreases likes & comments by 70%.n  Leverage when it makes sense, e.g., blog posts to LinkedIn, G+, Stumble Upon, Digg, etc.n  Genuine content goes further toward increasing trust and “Klout”n  Think about how you view information and advertising.n  Non-automated takes more time, but builds more trust.n  Automated takes less time, and offers a consistent message
  14. 14. Blogging
  15. 15. Huh?n  What is a blog?n  Why? How does this help my business?n  Do I have to be a writer?n  Who has time?n  What do I blog about?n  Can I hire someone?n  How much does it cost?
  16. 16. The Blogger’s Brain Source: Pro Blogger
  17. 17. Source: The Blog Economy
  18. 18. Search Engine Optimization
  19. 19. What is SEO? PAIDSearch EngineOptimization (SEO) isthe organic way yourweb site appears onsearch engine resultspages. ORGANICIt is based on several factors, including the # of searches foryour site, the content on your site, web site code, keywords, andso much more!
  20. 20. Key Benefits of SEOn  Increased, targeted traffic to the websiten  Greater brand name awareness/recognitionn  Lead generation through inbound marketingn  Effective ROIn  Supplements and may reduce the need for traditional marketing efforts
  21. 21. How can I do it?n  True or False? You don’t need a web site to do SEO.n  True or False? You do need to be searchable online.n  Leverage Local Search – it’s budget friendly n  Google Places, Manta,, Yahoo! & Bing Places n  Google Maps,, Angie’s List n  Business Name, Location, Website & Phone, Categories/Services, Reviews, Logo, Photos, Business Description Study after studyn  Imagery, navigation, html code, navigation illustrates that organic search trafficn  Be shareable & social converts at a higher rate than most other marketing channels.
  22. 22. Search Engine Marketing
  23. 23. What is SEM? PAIDSearch EngineMarketing (SEM) is thepaid way your web siteappears on searchengine results pages. ORGANICThis is a budget line item in your marketing plan. It can be assmall as $50 per month to $100,00 depending on your brand.
  24. 24. Key Benefitsn  You pay for 1st page ranking on the top Search Enginesn  You can pay for other social media, like Facebook, LinkedIn, and now Twittern  Good way to grow your business reach, audience, and engagementn  Cost effective (you determine your budget)n  Gain new clients, re-engage old onesn  Expand your reach into new regions, cities, states, countries
  25. 25. How can I do it?n  Take Google AdWords trainingn  Work with someone who knows how to “work the magic” and the art of SEMn  Know what keywords work for your audience, e.g., Foot Doctor in Bergen Countyn  Monitor it at least 1x/week and adjust each weekn  Buy when you have a promotion going onn  Use action-based terms to engage viewers
  26. 26. Questions?