Social media marketing for small business owners may seem overwhelming. This slide deck offers tips on how to get started, as well as provides resources you can use to implement a social media plan. There is also a link to a free "Social Media for Business" eBooklet.

1. Social
Media
for
Business
-­‐
Primer
Becky
Livingston
President
&
CEO
Penheel
Marke:ng
April
2014

2. ü Speaker
ü Author
ü Educator
ü Social
Media
&
Digital
Marke:ng
Consultant
ü 25
years
marke:ng
and
technology
experience
ü 35+
small
business
clients
©2014
Penheel
Marke:ng
Becky
Livingston

3. Agenda
• Before
you
begin
• Buyer
Persona
• Compe::ve
Research
• Profile
Development
• Marke:ng
Plan
• GeOng
Started
• Management
Tips
• Pos:ng
Checklist

4. Before
You
Begin
1. Create
your
buyer
persona
to
iden:fy
your
ideal
client.
2. Conduct
compe..on
research
to
see
what
your
compe::on
is
doing,
why,
and
how.
3. Develop
your
social
media
profile,
including
graphics.
4. Create
the
marke.ng
plan,
including
social
content
calendars.

5. Competitive
Research
• Audience
Size
• Measuring
Engagement
• Profile
Setups
• Cover
photos
• Descrip:ons
• Links
• Content
Pos:ng

6. Pro<ile
Development
• Each
social
media
profile
has
its
own
characteris:cs
• Create
the
profile
images
needed
• Write
the
profile
descrip:on
• Include
important
keywords
in
the
profile
• Create
a
library
of
images
for
use
in
posts
• Create
a
library
of
content
you
can
turn
to
when
needed
Free
Graphics
Tool
hXp://www.autreplanete.com/ap-­‐social-­‐media-­‐image-­‐maker/

7. Marketing
Plan
Tips
• Develop
buyer
persona,
including:
• Name,
job
:tle/role,
industry,
company,
demographic
:ps,
etc.
• Iden:fy
customer
pain
points
• Complete
a
needs
analysis
• Define
challenges
Image
Source:
HubSpot

8. Why
create
it?
10
Reasons
1. Helps
create
a
vision
for
the
business
2. Solidifies
your
mission
3. Outlines
what
you
want
to
accomplish
4. Describes
your
ideal
client
5. Ar:culates
why
you
stand
apart
6. Provides
a
road
map
for
goals
7. Helps
you
focus
on
what’s
important
8. Create
an
ac:on
plan
9. Tracks
progress
10. Reminds
you
that
your
business
is
not
a
hobby

9. 5
Tips
for
Writing
Your
Plan
• Begin
at
the
end
• Learn
from
last
year
• Stop
doing
what
isn’t
working
• Be
specific
• Just
do
it!

10. Getting
Started
• Determine
topics
of
interest
–
to
your
customers
• Create
content
categories
• Assign
content
types
(video,
blog,
photo,
etc.)
• Set
a
regular
publishing
schedule
• Incorporate
other
marke:ng
content
from
other
depts.
• Con:nue
the
process.
Image
Source:
Top
Rank
Blog.com

11. 7
Tips
for
Managing
&
Maximizing
Content
in
Social
Media
1. Know
your
audience
2. Provide
value
3. Expand
your
conversa:on
4. Look
beyond
Facebook
&
TwiXer
5. Know
the
dimensions
(graphics)
6. Don’t
ignore
the
SEO
impact
7. Measure
Success
Blog
Title:
7
:ps
for
Managing
and
Maximizing
Social
Media
Content
Sample
Tweet
with
keyword
focus:
7
:ps
for
managing
and
maximizing
#SocialMedia
content.
#LeadGenera:on

12. 10
Golden
Rules
to
Successful
Social
Media
Marketing
1. Linking
just
makes
good
sense.
2. Write
high-­‐quality
content.
3. Update
content
on
a
regular
basis.
4. Be
pa:ent.
5. Focus
on
your
purpose.
6. Listen
and
observe.
7. Never
steal
someone
else’s
content.
8. Connect
and
connect
some
more.
9. Cross
promote.
10. Never
forget
the
power
of
local.

13. Social
Media
Checklist
Source:
HeroX

14. Who
is
Penheel
Marketing?
Social
media
and
digital
marke:ng
consul:ng
firm
for
CPA
firms,
small
businesses,
and
non-­‐profits.
Download
“Introduc:on
to
Social
Media
for
Business”
hXp://Penheel.com/Whitepapers
Marke.ng
Analy.cs
Website
analy:cs,
online
adver:sing
analy:cs.
See
which
sources
are
genera:ng
the
most
leads.
Email
Send
personalized,
segmented
Emails
based
on
any
informa:on
in
your
contact
database.
Search
Engine
Op.miza.ons
Improve
your
rank
in
search
engines
by
finding
and
tracking
your
most
effec:ve
keywords.
Lead
Management
Track
leads
with
a
complete
:meline-­‐view
of
their
interac:ons
with
your
firm.
Blogging
Create
blog
content
quickly
while
geOng
SEO
:ps
and
best
prac:ces
pointers.
Social
Media
Publish
content
to
your
social
accounts,
then
nurture
leads
based
on
their
social
engagement.

15. References
• “10
Golden
Rules
to
Successful
Social
Media
Marke:ng”
Rebekah
Radice
• Social
Media
Checklist
HeroX
• “Introduc:on
to
Social
Media
for
Business”
Penheel
Marke:ng
• “7
Tips
for
Managing
and
Maximizing
Content
in
Social
Media”
ClickZ