Ebook social media 101 local business


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• Create social media profiles that stand out from the competition and get you found
• Write content that gets people to spread word of mouth about your business
• Improve your online reputation on Google+ and Yelp
• Maximize exposure by cross-promoting your business across multiple websites
• Leverage best practices and real examples that will help you get more customers from these websites

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Ebook social media 101 local business

  1. 1. Social Media 101 For Local Businesses www.mainstreethub.com Share this eBook
  2. 2. MAIN STREET HUB: SOCIAL MEDIA MANAGEMENT FOR SMALL BUSINESSES watch the video: Main Street Hub specializes in the most important social websites for small businesses. We’re experts at connecting with customers on Facebook, Yelp, Google, Twitter, Foursquare and more. We’ll help you: Protect your reputation: By responding to all reviews and building long-term relationships Grow your audience: By optimizing your profiles and using targeted advertising to grow your fan base locally Engage and motivate your audience to buy: By creating original, engaging content and offers that drive traffic to your storefront Track your results: By providing a custom dashboard to track key metrics www.mainstreethub.com Share this eBook 2
  3. 3. SOCIAL MEDIA FACTS Like it or not, customers are talking about you online. Even more are listening: Social media’s impact on revenue: 7 out of 10 consumers look online first for local business information2 80% of consumers say that they are more likely to try new things based on friends’ suggestions made through social media2 81% of consumers say it’s important for businesses to respond to reviews1 51% of Facebook users and 64% of Twitter users are more likely to buy products and services from businesses they ‘like’ or follow2 8 out of 10 consumers are likely to seek the opinions of others online before buying goods or services4 And 64% of them have changed their minds because of those opinions5 65% of business owners using social media agree that it helps them stay engaged with current customers and 61% say they gained new customers3 A recent study found that a one star increase on Yelp corresponds with a 9% increase in sales6 Sources: 1. Neilsonwire 2. Forrester Consulting 3. Crowdspring 4. Mashable: Chadwick Martin Bailey Research Firm Study 5. Time: Business 6.Yelp 3www.mainstreethub.com Share this eBook
  4. 4. contents Customer Review Websites … 5 Where customers compare you to your competition Social Media Websites … 16 Engage and motivate your fan base Check-In Websites … 23 Drive repeat business and spread word of mouth Mobile Websites … 25 Is your business mobile? Tracking Your Results ... 27 How to understand your return on investment Common Mistakes … 29 And how to avoid them Time and Resources … 32 You don’t need another full time job 4www.mainstreethub.com Share this eBook
  5. 5. Customer review sites Where customers compare you to your competition
  6. 6. 6 join the conversation Review websites basically let customers have a virtual conversation about you, but you can listen, learn, and set the record straight. When you respond to reviews, you’re reaching out to your target market, but those reviewers and their readers don’t feel like you’re advertising. Through conversation, you’re building a relationship. Now we’re talking. Once you join the conversation, you can: Got another agenda? These sites also help you: Respond to feedback Tailor your customer service to specific needs Stay top of mind to encourage repeat visits Cultivate relationships with your target market Increase customer trust and brand loyalty Get new ideas for sale specials Run promotions to entice customers to act now Highlight specific services or products Spread word of mouth through friend-to-friend recommendations www.mainstreethub.com Share this eBook
  7. 7. 7 The most important customer review sites Are Yelp and Google+ Local.Yelp is the most downloaded customer review app and has 41 million monthly visitors. Google+ integrates with search and Google maps, making it highly visible. *Metrics as of August 2012 www.mainstreethub.com Share this eBook
  8. 8. 8 Get the most out of Google+ By claiming your business page: 1. Create a Google Account 2. Find your business and select “Manage this page” 3. Choose “Edit my business information” and select “Continue” www.mainstreethub.com Share this eBook
  9. 9. 9 5. Enter your basic information 6. Add details including your location, hours of operation, product details, promotions, photos and videos www.mainstreethub.com Share this eBook
  10. 10. 10 7. Choose how you’d like to be contacted to validate your listing and hit “Finish” www.mainstreethub.com Share this eBook
  11. 11. 11 Make Yelp work for you By unlocking your business page. 1. Search for your business 2. Click “Unlock This Business Page” 3. Enter in your information and select “Continue” 4. To verify your business account, you will be given a Pin, select “Call me Now” and enter the pin when prompted. www.mainstreethub.com Share this eBook
  12. 12. 12 Set up your Yelp page This is your time to shine, so fill out as much business information as you can. Customer Reviews If you want to appear active and interested in your customers online, you should respond to every review left about your business. A few tips: Be polite and eager to please – people are watching Overwhelm the negative with positive Go the extra mile for “influencers” – people who have a large following Four stars is average – go for five www.mainstreethub.com Share this eBook
  13. 13. 13 MAINTENANCE Profile management is not a one-shot deal. Once you’re set up on Google+ and Yelp, you need to constantly monitor each. We suggest you: Give customers a reason to consider you the moment they’re looking to spend. How? Hint: It’s a good idea to create a special promotion or announcement just for those who find you through Google+ or Yelp.That way, you can track the business you get. Check for new reviews daily Respond to every review either publicly or privately Update the “About Business” section as your business information changes Run Promotions and Announcements To target a specific type of clientele To generate business during slow times To advertise something you regularly offer www.mainstreethub.com Share this eBook
  14. 14. 14 WHY YOU SHOULD RESPOND TO POSITIVE REVIEWS Your positive reviewers are your brand evangelists. Their comments convince others to give you a shot. Take the time to thank them. Creating a relationship with these fans encourages the spread of word of mouth about you and improves your online reputation. www.mainstreethub.com Share this eBook
  15. 15. 15 WHY YOU SHOULD RESPOND TO NEGATIVE REVIEWS Replying to unsavory comments can take the sting out of the review. When you take action, you get a chance to offer your point of view. This may cause the disgruntled customers to change their minds and their ratings. Since a one-star increase on Yelp can correlate to a 5-9% increase in revenue, it’s worth a shot. You won’t get every bad review changed, but your response may impress readers enough to agree with you. In the very least, it shows that you are willing to acknowledge and apologize to your unhappy campers. www.mainstreethub.com Share this eBook
  16. 16. social media websites Engage and motivate your fan base
  17. 17. 17 What is FACEBOOK? Facebook is the most popular social media platform today. If it were a country, it would be the third largest country in the world. Facebook creates a place where your fans can interact with your business. That interaction is then shared with friends, which is really valuable. Since each Facebook user has an average of 245 friends, friend-to-friend networks significantly impact the exposure of your business. Friend to friend network Local Business Customer Customer Friend Friend Friend Friend Friend Friend Friend Friend Friend Customer x245 x245 x245 www.mainstreethub.com Share this eBook
  18. 18. 18 CREATING ENGAGING POSTs ON FACEBOOK Want comments and ‘Likes’? You need to post something interesting first. Publishing content that’s relevant to your fans is the best way to encourage them to take action. Not every post will fall under all three categories, but your page should include a variety of each if you want to create a buzz. We recommend posts that: Promote your product, contest or giveaway Have a pop culture base Contain a question www.mainstreethub.com Share this eBook
  19. 19. 19 USE FACEBOOK TO GROW, ENGAGE AND MOTIVATE FANS Promote positive reviews by responding. Look! A healthy and growing fan base. This restaurants got several takers on this offer and 28 ‘likes’ on this post! www.mainstreethub.com Share this eBook
  20. 20. 20 WHAT IS TWITTER? Twitter connects millions of people to their friends and interests every day. Tweeters share information with their followers, and follow others to keep up with the latest news. Twitter is a powerful tool for businesses to gain insight on their customers’ likes, dislikes and behavior. Implementing a Twitter account means you’ll have access to: More customer feedback Direct and real-time interaction with followers More opportunities to spread word of mouth www.mainstreethub.com Share this eBook
  21. 21. 21 USE TWITTER TO CREATE INTERACTIONS Interacting with followers means that you can: Twitter also lets you: Give customers a pleasant surprise by saying thanks Reach new people in real time Communicate relevant business updates Integrate your Facebook page and website Integrate into offline marketing Search keywords to connect with your customers when they are nearby and ready to buy Connecting with customers nearby www.mainstreethub.com Share this eBook
  22. 22. 22 twitter best practices A few notes about Twitter etiquette: Post enough, but not too much (2-3 times a week) Give credit for retweets Follow back anyone who follows you Mention buzz-words relevant to your business When creating your Twitter handle Use your business name Ex: @elaserspa Publish the same types of posts as FB But condensed into 140 characters Tweet about trending topics And use hashtags for brand promotion Ex. #Zerona www.mainstreethub.com Share this eBook
  23. 23. check-in websites Drive repeat business and spread word of mouth
  24. 24. 24 WHAT IS FOURSQUARE? Customers can: The ultimate location-based social networking app for mobile devices. Businesses can: Check-in at your business and tell their friends (since Foursquare integrates with Facebook and Twitter) Claim deals and promotions Leave tips and feedback for other patrons Run promotions based on check-ins Offer loyalty programs for those who frequently check-in *Metrics as of August 2012 www.mainstreethub.com Share this eBook
  25. 25. Mobile websites Is your business mobile?
  26. 26. 26www.mainstreethub.com Share this eBook wHAt ARE MOBILE SITES? Why are they important? A thumb-friendly version of your current website, designed specifically for mobile devices. 67% of users are more likely to buy from a mobile-friendly site 74% of people say they’re more likely to return to mobile-friendly sites in the future 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly 52% of users said that a bad mobile experience made them less likely to engage with a company What should they include? Mobile-friendly design and business information like address and phone number Positive customer reviews Relevant updates and client interactions Links to your social media pages Regular website Mobile-friendly website
  27. 27. Tracking your results How to understand your return on investment
  28. 28. Tracking your results So you’ve setup your pages, created new and engaging content and replied to all of your posts...now what? By constantly tracking and monitoring your social media engagement, you can see if what you’ve been doing is working. This is great, but how do I track all of these things? It can seem a little overwhelming to track all of these metrics. At Main Street Hub, we provide our clients a centralized dashboard to track all of their social media metrics. If you are going to ‘DIY’, each website typically provides a reporting interface that helps you track the metrics above. What to look for: How to track your metrics: Why does it matter? Are you growing your fan base? 51% of consumers are more likely to buy from a business after becoming fans of their Facebook page. More fans = more customers. Is the content you’re creating help- ing spread word of mouth? • Track comments, shares ‘Likes’ and retweets of your content. • Look at the amount of people who saw your posts (broken out by ‘organic’ and ‘viral’). • For a broader metric, look at your ‘people talking about this’ (PTAT) number. Engagement is everything! Not only are people who engage more likely to visit your business, their engagement spreads word of mouth about your business to their friends. Is your business being found online Today’s consumer looks online first before making a purchasing decision. If your online traffic is increasing, it’s very likely your in store traffic will do the same. Let’s cut to the chase, are you getting more customers? • Ask your customers how they heard about you and keep track of the different channels. • Create special offers that are specific to your social media sites and measure redemption rate. It’s great to hear directly from your customers that they’re finding you on social media, but be sure to stay on top of all of your metrics for a complete look at performance. 28 Monitor daily/weekly/monthly increase in fans, followers and check-ins. Monitor the traffic to your Yelp and Google+ listings. By optimizing and maintaining your profiles, you should see a steady increase in traffic to your profiles over time. www.mainstreethub.com Share this eBook
  29. 29. common mistakes And how to avoid them
  30. 30. 30 COMMON MISTAKES ON CUSTOMER REVIEW WEBSITES Some blunders to avoid: Not responding to reviews Responding to reviews in a defensive manner Not responding to reviews Responding to reviews in a defensive manner Leaving out important business information, or not mentioning the entire scope of your services Accidental typos and grammatical errors on your profile Not removing outdated promotions www.mainstreethub.com Share this eBook
  31. 31. 31 COMMON MISTAKES ON FACEBOOK & TWITTER Some typical gaffes we see: Posting too often or spamming Having a FB “profile” and not a “business page” Not posting often enough Lacking content relevant to your followers Putting out one-way posts that don’t spur interaction Posting too often or spamming www.mainstreethub.com Share this eBook
  32. 32. time and resources You don’t need another full time job
  33. 33. 33 TIME IS MONEY. SO HOW MUCH DOES SOCIAL MEDIA COST? No training or expertise: Experienced: Lets assume you’ll have to pay someone for 50-75 hours a month. What are your labor options? 50-75+ hours per month on average to make social media effective & profitable. Recent college grad Receptionist or another employee Independent consultant $10/hour $7/hour $20-100/hour $500-750/month $350-525/month $1,000-7,500/month www.mainstreethub.com Share this eBook
  34. 34. 34 Let us do it for you Protect your reputation We monitor the most important review and social media web- sites 24/7 and respond appropriately to all customer reviews and messages, while they’re fresh. Grow your audience We optimize your profiles, use highly targeted advertising, and cross-promote your business across multiple social media web- sites to get fans and followers who are ready to buy. Motivate your audience to buy We create original, engaging content, craft special offers, and start real time conversations that drive traffic to your storefront. Track your results We provide you with a personalized dashboard where you can track all of your key metrics and see everything being said about your business online – all in one place. Our full service ‘do it for you’ social media solution puts you in the driver’s seat, while we work to: Call us for a free social media assessment: 888.900.0920 www.mainstreethub.com Share this eBook
  35. 35. Client Dashboard Preview Sample Reports 35 What we’ll do Build and optimize your profiles on popular social media websites Reply to positive reviews to build-long term relationships Reply promptly to negative reviews to control damage Design offers and promotions to spread the word about your business Maximize exposure by cross-promoting your business across multiple social media websites Promote customer loyalty programs to grow your business Get more customers from your competitors What you’ll get: A better online reputation, more exposure, and more customers. www.mainstreethub.com Share this eBook
  36. 36. 36 We get results. Commitment-phobe? No problem, we don’t require a long-term contract. We partner with our clients for 90 days. After that, we work on a month-to-month basis. Read what our clients are saying: The price of Main Street Hub is affordable, and has brought results. We have seen increases in traffic and sales since we started with Main Street Hub. I do not have to learn Facebook and Twitter. I can work on running CorAzoN, organizing the Store, finding new products and artists, and developing the staff. These are things I am good at, while Main Street Hub handles the rest. Susan Zdon Corazon, Minneapolis, MN Typical Client Results Increase in monthly Yelp Traffic Increase in Facebook Fans Increase in Facebook Word of Mouth Increase in Twitter Followers Increase in monthly Foursquare Check-ins After 90 Days 43% 259% 353% 266% 191% After 180 Days 61% 330% 610% 500% 244% Here’s Proof. www.mainstreethub.com Share this eBook
  37. 37. CONTACT US Contact us for a free assessment today: Call: 888.900.0920 Email: sales@mainstreethub.com Partner Program: Call: 888.457.6821 Email: partners@mainstreethub.com Connect with us: www.mainstreethub.com www.facebook.com/mainstreethub Twitter: @MainStreetHub 37 Watch a client testimonial: www.mainstreethub.com Share this eBook