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How to Use Email, Website, Yelp & LinkedIn for Your Small Business


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Social Media and Online Marketing Made Simple Series: An introduction to Online Marketing success for Small Business Owners and Entrepreneurs.
In this series you will learn the essentials of social media marketing and online marketing for small businesses and entrepreneurs. With billions of social media users, learning how to design and use the right social media channels for your business is crucial. But you need to approach your social media and online marketing activities strategically to get real results. So, in this series we’ll share proven social media tips and strategies you can use to reach your business’s goals.
By the end of the series you will choose a platform to go “all-in”. Have a plan of action and tools you need for success.
Who Should Attend:
• Small Business Owners
• Start Ups
• Those just getting started with Social Media
• Those interested in understanding how social media works
Class Five: LinkedIn, Email Marketing & Your Website
In this class learn how LinkedIn can help create leads, success stories from other businesses who are winning it, and tools to save you time and money. We will close with how to use social media, email and your website work together to boost your marketing efforts.

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Published in: Marketing
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How to Use Email, Website, Yelp & LinkedIn for Your Small Business

  1. 1. LINKEDIN,EMAILMARKETING,&YOURWEBSITE Taught By Molly O’Kane LearnFaster,BestIdeasallinOnePlace
  2. 2. This workshop will be perfect for you…. • If you currently have a small business • If you’re new to social media • If you’re looking to grow your business
  3. 3. My Promise to You In about 3 hours your going to learn 1. Learn more about Linkedin, Email & Your Website 2. Get loads of ideas to try 3. Tools to make your life easier
  4. 4. Why are you excited about this class? What do you want to learn?
  5. 5. Meet Molly Social Media & Marketing Consultant for San Francisco Small Business Development Center. With over a decade of starting new programs from scratch, speaking, and most importantly, real-life, in-the- trenches business experience. I started helping small business owners over three years ago deal with the sometimes overwhelming marketing, advertising & social media aspects of starting a new business.
  6. 6. 25 34.5 53 37 34 15 23 45 31.5 25 25 28 72 31 1516.5 11 12 27 8 30 129.5 6 10 17 3 21 2 0 10 20 30 40 50 60 70 80 % Users by Age 2016 18-29 30-49 50-64 65+ Best Ideas all in One Place
  7. 7. 48 51 45 29 62 54 30 52 49 55 71 38 46 70 Users: Male/ Female Male Female Ideas all in One Place
  8. 8. WHO? Who? Who are you trying to Reach? The more specific the easy it will be What? What are they searching for? What words do they use on google & What signals buying intent? Where? Where are they hanging out? Where are they doing research prior to purchase? WHAT? WHERE? SALES HAPPEN & MONEY IS MADE WHEN.. LearnFaster,BestIdeasallinOnePlace
  9. 9. WHO + WHERE + WHAT WORKSHEET SALES +HAPPY BUSINESS WONER 13 Learn Faster, Best Ideas all in One Place
  10. 10. Yelp help’s people find great local businesses like dentists, hair stylists and mechanics. ...
  11. 11. According to a Nielsen study, Yelp isn’t too bad at driving sales either – 4 out of 5 Yelp users stated that they visit Yelp when prepared to spend money and 35% of Yelp users will visit a searched business within 24 hours of searching. Cha-Ching!
  12. 12. Types of businesses that can benefit from Yelp Shopping & Service Businesses- Local Shops, Restaurant, Catering, Photography Real Estate, Auto
  13. 13. Yelp- Q3 (2016) 174 Million Unique Visitors
  14. 14. Get the Most Out of Yelp • Fill out your entire Yelp profile
  15. 15. Get the Most Out of Yelp
  16. 16. Get the Most Out of Yelp • Make sure you have use all three categories (search words)
  17. 17. Get the Most Out of Yelp90% Of Customers Say Buying Decisions Are Influenced By Online Reviews Highlight your positive reviews on website (use Embed Tool)
  18. 18. Share Yelp Reviews on Facebook Step 1 S t e p 2
  19. 19. Add Yelp Badge to Email Signature
  20. 20. Try Yelp Check in Offer
  21. 21. Try Yelp Deals & Certificates
  22. 22.
  23. 23. If you are thinking about Yelp Ads Can Be Expensive, around $3 CPC (cost-per-click)
  24. 24. Want to Learn More- Yelp • Yelp- • 7 Ways to get Yelp Reviews without violating policy ways-to-get-yelp-reviews-without-violating-its-policies / • Offer a deal through yelp. • Case Studies Learn More- Yelp
  25. 25. LinkedIn is the world's largest professional network with hundreds of millions of members, and growing rapidly.
  26. 26. LinkedIn- Getting Started Step 1 Step 2 Step 3
  27. 27. LinkedIn- Getting Started Step 4 Step 5 Step 6
  28. 28. LinkedIn- Getting Started Step 7 Step 8 Step 9
  29. 29. LinkedIn- Profile Picture Use a current professional profile picture • Profiles with pictures get 40% response rate. • Your LinkedIn has 11 x more chances to get viewed if you add your picture. Steps: 1. Choose a photo that looks like you. 2. Make sure your face takes up at least 60% of the frame. 3. Choose the right expression. 4. Wear what you’d wear to work. 5. Choose a background that isn’t distracting
  30. 30. LinkedIn- Headline Headline acts as a mini value proposition. Use verbs & active language WHAT you do, for WHOM, and HOW
  31. 31. LinkedIn- Headline (5 Minutes) Your Turn; Craft your Headline
  32. 32. LinkedIn- Description (summary) Write a short & direct description 68.6% users use LinkedIn for reconnecting with past business associates Write in first person Add keywords
  33. 33. LinkedIn- Description (summary) Formula WHAT I DO: I help [MY TARGET AUDIENCE] achieve [THEIR TOP GOAL] by providing [MY PRODUCT or SERVICE]. WHO I WORK WITH: I partner with [TARGET AUDIENCE or INDUSTRY TYPE] including: [Insert Bulleted List of Job Titles, Industry Names, Client Types, etc.] WHY IT WORKS: When you partner with [MY COMPANY NAME], you get the most efficient, effective, and affordable [PRODUCT or SERVICE] that [TARGET AUDIENCE] are looking for right now. WHAT MAKES ME DIFFERENT: [Answer that question! What makes you unique/different/better than similar vendors or competitors? XYZ years of experience? Certifications/Patents/etc.? Something else?] WHAT OTHERS SAY: [Copy and paste two-three testimonials in this area. Make them specific to the product or service you're offering or the industries you're serving. Focus on the results clients got from using your product or service. Include the full name of the person and his or her company to give your testimonials more legitimacy.] HOW IT WORKS: [Explain how your process -- "we start with a free evaluation, we do an analysis of your website's SEO rankings," etc.] READY TO TALK? Feel free to connect with me here on LinkedIn, drop me a line at [EMAIL ADDRESS], visit me online at [WEBSITE URL] or call me directly at [PHONE NUMBER]. linkedin-profile-in-5-minutes.html
  34. 34. LinkedIn- Description (summary) Formula 1. The Mission-Based Summary The mission-based summary opens with a broad description of what you do, then gets more and more specific. Use :you’re using LinkedIn to engage with a variety of people. 2. The Personality Summary: Because this type of summary focuses more on soft skills than on hard skills. Use: networkers and the less-experienced. 3. The Short and Sweet Summary The short and sweet summary. Use: professionals in conservative or technical industries.
  35. 35. LinkedIn- Description (summary) Formula 4. The Blended Summary blend between the personality and the mission versions. Use: professionals in more creative industries and people whose work involves lots of other people (think sales reps, managers, or HR specialists). 5. The Accomplishments Summary accomplishments summary for those who are seeking work—either a full-time position or freelance gigs. It cuts to the chase and tells potential employers or clients exactly why you deserve the job, as well as the (high) caliber of work they can expect from you.
  36. 36. LinkedIn- Customize Your URL Makes your LinkedIn profile look more professional by customizing the URL
  37. 37. Increase your Social Proof by emphasizing skills • Endorsements • Recommendations • Connections • Posts LinkedIn- What to Do
  38. 38. Highlight • Work experiences • Volunteer experience • Organizations you care about, • Awards and certificates LinkedIn- What to Do
  39. 39. LinkedIn- Company Page
  40. 40. LinkedIn- Company Page
  41. 41. Turn your company page into a lead generation page. • First, use an image that gets attention or creates interest. • Second, create a clear and compelling pitch in your company description. • Third, make your Recent Updates section clickable and conversion- focused. LinkedIn- What to Do
  42. 42. Find Customers & potential Partners to Connect with • Use Advance Search LinkedIn- What to Do
  43. 43. Join Groups • Look for groups with the following features: • Highly relevant. The group must be a nearly exact match to what you are seeking in a target audience. • Active. LinkedIn ranks groups according to their activity level, so all you need to do is pay attention to how active they are in the search results. Select groups that are “very active.” • Medium size. LinkedIn- What to Do
  44. 44. Post Articles/ Blogs: Post a certain percentage directly into LinkedIn to get the best benefit Share with Groups LinkedIn- What to Do
  45. 45. Post Articles/ Blogs: Post a certain percentage directly into LinkedIn to get the best benefit Make sure people need to go to your website for something of value Idea: Post 10-20% article read more on website. Make something they need to download Share with Groups LinkedIn- What to Do
  46. 46. LinkedIn- Projects
  47. 47. LinkedIn- SlideShare
  48. 48. LinkedIn- Profinder
  49. 49. Engage • Comment on posts • Reply to comment on your posts • Ask Questions LinkedIn- What to Do
  50. 50. Types of Groups You would Join? Who would you want to follow? What would you post? LinkedIn- How Will Use (5 min) _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________
  51. 51. 1. Go to your LinkedIn homepage, then click on My Network and select Connections. 2. From here, click on the gear icon on the right- hand side. You’ll now have the option to Export LinkedIn Connections. 3. Make Facebook Custom Audience Use tactic if you’re active on LinkedIn - engaging with others, publishing status updates, and posts - and have connections comprised of prospects. Why Use: Helps lower your CPA only if your LinkedIn connections already have several touch points with you whether in-person to online. Their emotional rapport will make them more likely to convert into leads and customers. LinkedIn- Bonus Export LinkedIn Connection Email addresses
  52. 52. • 6 LinkedIn Ecommerce Marketing Tips tips • How to Use LinkedIn: 35 LinkedIn Tips for Professional Networking, Business & Marketing Sheet-for-Mastering-LinkedIn.aspx#sm.001t7mrsup0fd6a113d1a25kvt2vs Learn More LinkedIn
  53. 53. According to recent research by the Direct Marketing Association: • The ROI of email is 3,800% (according to the Direct Marketing Association). • 72% of people would rather receive promotional material via email than social media • 38% of people say receiving special offers is the top reason they subscribe to an email list. Email- Why?
  55. 55. Email Marketing • For ecommerce stores, 7pm to 10pm is your 'sweet spot'. People are more likely to respond to marketing campaigns or special offers when they get home from work. • 6am to 10am is also a good time slot as people get into work, check their emails and allow themselves the distraction of marketing campaigns to delay the inevitable start of their workday. We're all guilty! :-) • Never send emails between the hours of 10pm and 6am. • When the end of the work day comes, and introspection sets in and readers are more likely to open mail from financial institutes and property services. The hours of 3pm to 5pm are ideal for this kind of marketing. • The noon to 2pm lunch hour is when people prefer to be left undisturbed by email marketing in general, but if you are distributing news or magazine-style information, give it a shot. • Weekends and early mornings see the highest CTR. Email- When to Send
  56. 56. **** Must be Mobile Responsive*** *
  57. 57. A FEW BEST PRACTICES: Make it clear who your email is from Keep it short Be specific Include a call to action Use questions Email- Subject Line It’s personalized to me, brand name appears and they are welcoming me to community
  58. 58. Subject Line  Useful and Timely  MailChimp explains, “The best email subject lines are short, descriptive and provide the reader with a reason to explore your messages further.”  Brevity is Beautiful • Do You Believe Every Child Deserves a Home? • This subject line is 43 characters, but what if you were reading it on a smaller screen? • Do You Believe Every Chil • Definitely not as effective. Let’s front-load this subject line and cut out the fluff. • Kids Need a Home, We Need You Email- Subject Line This subject line is 29 characters total and the most important idea is delivered in the first 16.
  59. 59. Subject Line  Delete These Words • • Help • Reminder • Percent Off  Newsletter Subject Line • Instead of… • August 2014 Newsletter • …you can try • Our Big Win – Also Meet Jon and his Cookies! • ***Use power words Email- Subject Line
  60. 60. Best Power Words Now Free Proven Learn Try Exclusive You Power How to Click Bonus Results Imagine Discover Create Increase Promote Announcing Improvement Tell Us Inspires Remarkable Challenge Hurry Easy Revolutionary Sensational Join Become a Member Donate Email- Power Words
  61. 61. Subject Line • Welcome • Newsletters provide your audience with the latest information on new products and updates to your business. • Drip campaigns are a collection of emails sent at strategic times with the intention of engaging and educating customers over time, until they purchase. • Special occasion emails for holidays, birthdays, and other personal events. • Abandoned cart reminders ensure customers complete the checkout process. • Reward loyal customers with exclusive discounts. • Re-engage customers who have not shopped in a while. • Generate feedback testimonials from customers. • Trigger campaigns send specific emails when customers take a certain action (Customer clicks ‘Men’s Wear’, ‘Men’s Spring Season Discount’ email is delivered 2 days later) Email- Types
  62. 62. Welcome Email Perspective Student example, above the fold Your HTML email’s layout should be anywhere from 600-800 pixels in width since many email clients provide a preview window that isn’t very wide. How are you solving my problem? What can I expect to find?
  63. 63. Welcome Email Perspective Student example Below the Fold 2 Use appropriate font sizes (MailChimp recommends 22px for headlines, 16px for body copy) Avoid big blocks of text Avoid using all capital letters Use whitespace
  64. 64. Welcome Email Perspective Student example Footer Include a link to your website or nonprofit’s blog Add related contact info Provide easy access to fundraising or donation pages Include social icons to follow or like your respective social media pages Don’t forget to add an unsubscribe link
  65. 65. •Let’s spend about 5 minutes writing down as many possible email subject lines as you can think of. Email- Activity (5 minutes)
  66. 66. Welcome Email Series • A welcome email series is your chance to make a positive first impression and connect new supporters to your mission. • EMAIL #1: SAY THANK YOU. • EMAIL #2: EDUCATE AND DEMONSTRATE IMPACT. • EMAIL #3: INSPIRE AND GIVE AN OPPORTUNITY TO ACT. Email- Welcome
  67. 67. More suggestions to improv IF YOUR OPEN RATES IS LESS THAN 30%: Send emails from a personal email address (e.g. rather than Set a Frequency – Set expectations with your contacts about when they’ll hear from you (no more than once a week) Customize emails based on each sublist’s preferences Write and test great subject lines Send relevant messages to specific donor segments Send emails from your company email rather than Yahoo or Google Make your emails recognizable – Use the same from name Clean up your database-If your bounce rate is higher than 1 %. A high hard bounce rate is a red flag and may indicate a need to clean up your database. Check Sender score for your email address Email- Improve Open Rates
  68. 68. IF YOUR CTR IS LESS THAN 8%: Make sure your call to action states the specific action you want the reader to take Use bold call to action buttons Test your links Proofread Relevant information for a specific audience will increase CTRs Test text only emails Add visual content Optimize your emails for mobile users Less is more with copy Remove any distractions from the email content Email- Improve Conversion Rates
  69. 69. PhotosEmail Tools • Mailchimp - Send better email. • - Send customized messages based on their interactions with your business. • Really Good Emails - Take a look at some of the best email marketing from top businesses. • Constant Contact - Grow your business with email marketing software. • Exact Target - Build and manage marketing campaigns based on customer journeys.
  70. 70. PhotosLearn More-Email • Email Marketing Guide: Grow Your Ecommerce Business • The 15 Emails You NEED to Be Sending to Your Email List types?src=growthhackers-story-email- types&utm_campaign=Submission&utm_medium=Communit y&
  71. 71. Website
  72. 72. Make sharing easy
  73. 73. What is a Landing Pages Click Through Landing Pages • Click through landing pages (as the name implies) have the goal of persuading the visitor to click through to another page. Typically used in ecommerce funnels, they can be used to describe a product or offer in sufficient detail so as to “warm up” a visitor to the point where they are closer to making a purchasing decision. Headline: “Cyber Monday” “Until Midnight Only: Save up to 50% on everything you see below” Young and Reckless
  74. 74. What is a Landing Pages • Lead Generation Landing Pages • Lead generation landing pages are used to capture user data, such as a name and email address.
  75. 75. Types of Offers
  76. 76. ASSETS NEEDED: WHAT TO CREATE COPY ASSET IDEAS Some Examples: • EBooks • Podcasts • Guides • Landing pages • Blogs • White Papers • Infographic • Case Studies • Surveys • Tutorials • Blog Article • Posts-Social
  77. 77. Blog
  78. 78. Blog Free content is everywhere. It’s not enough to just publish a blog post. It needs to be awesome. There are three ways to stand out. 1.Cover something completely new. 2.Do a better job covering your topic than anyone else. 3.Cover an existing topic in a new way.
  79. 79. Blog- Create Types of content to create: content-ideas-for-a-new-client-infographic/ • Brainstorm ideas; try to make most items that would be sharable. • Hire a blog writer if you don’t have time I have used these sites in the past, • Include video and Gifs • Use customer generated images on your blog. • Feature a customer. Guest Blog: High traffic sites, such as Huffington Post
  80. 80. Blog- Ideas Tool
  81. 81. Blog- Ideas Tool
  82. 82. Blog How to Create Content Ideas for a new client Infographic by CopyPress
  83. 83. Blog How to Create Content Ideas for a new client Infographic by CopyPress
  84. 84. • Blogs get the most traffic Monday at 11am. • Post early in the morning or after the work day is done. • Men prefer to read blogs after working hours while women are more likely to read them in the morning. What's your gender demographic? • If you're looking for engagement: Blog comments peak around 9am and on Saturdays. Blog- When to Post
  85. 85. • Use Blog for Social Media & Email Content Blog
  86. 86. Ideas: How tos Funny Customer profiles White Papers Guide Images Inforgraphics Video Podcasts Best of…. Blog- What Topics would you write about? (10 min) _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________
  87. 87. • If you already have a Google account, then Google Calendar is a natural first choice for building out your content calendar. • you can easily use its features to organize your social posts for the next month. Scheduling Organization Tools: Google Calendar
  88. 88. Start with two columns: • One for post ideas • One for scheduled posts Scheduling Organization Tools: Trello
  89. 89. • Create a Content Calendar • Manage a Creative Asset Library • Organize Influencer Correspondence • Build Your Resource Library • Plan a Social Media Strategy • media-productivity-with-evernote/ Scheduling Organization Tools: Evernote
  90. 90. PhotosBlog Tools • Evernote – Evernote is the multi-use organizational platform that’s widely known as the way to remember everything from your business to personal life. Use Evernote to keep track of your content ideas and editorial calendar from the computer or your mobile phone on the go. • BuzzSumo : The Ultimate Guide for Content Research Use trial • Textbroker – Textbroker is a content creation service offering a quick turnaround on articles, press releases, written snippets for websites and more from a database of authors. • Topic Generators • Subject Generator • Grammarly - Making you a better writer by finding 10x more grammar and spelling mistakes than a normal word editor. • Hemingway Editor - A wonderful tool that makes your writing and spelling mistakes bold and clear. • Draft - Write better. Genius for any business looking for more apps to help their workflow.
  91. 91. What Did We Learn Today • Learned more about Yelp, LinkedIn, Email Blogs, and Website • Tools To Save Time
  92. 92. Thank You for Attending the Series • It was a pleasure having you all in my class. • Give yourselves a round of applause, you made it 15 hours together learning about online marketing & social media….
  93. 93. We'd love to hear it: Facebook @mollyrokane, @Bloggerithm Linkedin @mollyokane Slides available limited time at: Molly O’Kane Visit: Evaluations What was the most important thing you learned in this online marketing series or class? How are you going to use what you learned in your business?