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Social Media and Online Marketing Made Simple Series: An introduction to Online Marketing success for Small Business Owners and Entrepreneurs.

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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 One: Introduction to Online Marketing & Social Media:

In this class you will learn what online marketing is, an introduction to social media channels, how to evaluate what’s right for your business, and what you’ll need to get started.

Worksheet available for download at: http://bloggerithm.com/blog/intro-online-marketing-social-media-scheduling-slides-viewing/

Published in: Marketing
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  • Molly, thank you for presenting a well organized, rerelevant content, and being open for questions during your presntation. I was impressed at your knowledge on the subject matters. You appeared eager to share with us your knowledge. You made the class feel free to ask questions, no question was a "dumb" question Your delivery of information is awesome, you make it exciting, you are clear and easy to follow, you use examples to make your point. I really enjoy your style and method of teaching
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  • Very informative presentation. I also find marketing automation very useful. Tools like GetResponse make it easier to use.
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Social Media and Online Marketing Made Simple Series: An introduction to Online Marketing success for Small Business Owners and Entrepreneurs.

  1. 1. Basics of Online Marketing & Social Media Scheduling Taught By Molly O’Kane bloggerithm.com/blog
  2. 2. You Have a Great Product or Service https://www.flickr.com/photos/johnjensen/
  3. 3. BUT it doesn’t seem like any one can find it https://www.flickr.com/photos/vestman/
  4. 4. LET ALONE SHARE IT OR CLICK THRU! https://www.flickr.com/photos/ryanr/
  5. 5. WHY ????| Does the Internet think I’m a LOSER?
  6. 6. NO!
  7. 7. YOU’RE JUST MISSING SOME PIECES https://www.flickr.com/photos/andreanna/
  8. 8. TODAY WE ARE GOING TO TAKE YOU FROM
  9. 9. TO FEELING GREAT
  10. 10. What is the hardest part about online marketing & social media?
  11. 11. Why are you excited about this class? https://www.flickr.com/photos/jdhancock/
  12. 12. My Promise to You 1. Social Media & Online Marketing 2. Loads of ideas to try out 3. There are tools to make your life easier! In about 3 hours you’re going to learn:
  13. 13. 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.
  14. 14. WhatisOnline Marketing? Online marketing is any effort to spread the word about your company that uses the internet to reach people. -Neil Patel
  15. 15. 7 Types of Online Marketing SEO (Search Engine Optimization) SEM (Search Engine Marketing) Content Marketing Social Media Marketing Paid Per Click Advertising Affiliate Marketing Email Marketing
  16. 16. Why Should I Care about Online Marketing?
  17. 17. 82 92 97 97 77 84 92 95 65 74 83 83 27 43 60 66 0 10 20 30 40 50 60 70 80 90 100 2005 2010 2015 2016 Internet Use by Age Over Time 18-29 30-49 50-64 65 or older Every year more adults are using Internet Pew Research July 2016 Best Ideas all in One Place www.Bloggerithm.com/blog
  18. 18. 12 78 90 8 53 77 5 33 51 2 11 35 0 10 20 30 40 50 60 70 80 90 100 2005 2010 2015 Young Adults Still Are the Most Likely to Use Social Media 18-29 30-49 50-64 65 or older Every year more adults are using Social Media Pew research July 2016 Best Ideas all in One Place www.Bloggerithm.com/blog
  19. 19. POWERFUL ONLINE MARKETING ON SMALL BUDGET Social media & Online advantages: •Free (sometimes) •Branding tool •Builds consumer loyalty, community •Listen to your customers Social media disadvantage: •Return on relationship takes time (3-6 months)
  20. 20. Close your eyes and think of your best customer
  21. 21. WHERE? 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? WHO? WHAT? SALES HAPPEN & MONEY IS MADE WHEN.. Best Ideas all in One Place www.Bloggerithm.com/blog
  22. 22. Age Who? Get out those worksheets!
  23. 23. 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 90 100 Facebook Instagram Twitter Pinterest YouTube Linkedin Snapchat % Users by Age in 2016 18-29 30-49 50-64 65+ www.globalmediainsight.com/blog/social-media-users-infographic www.statista.com/statistics/326452/snapchat-age-group-usa
  24. 24. Gender Who? Get out those worksheets!
  25. 25. 48 51 45 29 62 54 30 52 49 55 71 38 46 70 Facebook Instagram Twitter Pinterest YouTube Linkedin Snap Chat Users: Male/ Female Male Female www.globalmediainsight.com/blog/social-media-users-infographic www.statista.com/statistics/326452/snapchat-age-group-usa
  26. 26. Location: Who? Get out those worksheets!
  27. 27. ? 25 MORE DEMOGRAPHICS: WHO,? GET OUT THOSE WORKSHEETS! • Life Events i.e. marriage, baby • Work • Income • Family & Relationships • Education • Political • Ethnic Best Ideas all in One Place www.Bloggerithm.com/blog
  28. 28. WHAT? GET OUT THOSE WORKSHEETS! • What words are they using to search for your product? • How do they talk about your product? • Are there any signals that let you know they are ready to buy or are shopping for what your business does? • What are they buying the product for? Best Ideas all in One Place www.Bloggerithm.com/blog
  29. 29. Break Time – 10 minutes
  30. 30. # Hashtag What is a Hashtag? A tool that allows others to find your content, based on topics. Free Ideas & How to for Business Growth www.bloggerithm.com
  31. 31. For example: (Brand Keyword Hashtags) #mybrandname #mensfashion #mensaccessories #mensgoods #fashion #mensstyle #instafashion #menswear More on: Hashtag (activity) Hash Tags: 5- 10 popular tags that describe my brand and product offering overall.
  32. 32. For example: (Product Category Keyword Hashtags) #bugatchisocks #happysocks #corgisocks #socks #sockswag #socksoftheday #sockgame #sockswagg #socksofinstagram #happysockday #sockwars #funsocks #happysockday More on: Hashtag (activity) Hash Tags: 15-20 popular hashtags for each category of products.
  33. 33. For example: (Location Specific Keyword Hashtags) #Toronto #TorontoFashion #TorontoFashionBloggers More on: Hashtag (activity) Hash Tags: 3-5 Location Hashtags
  34. 34. For example: • (Brand Keyword Hashtags) #mybrandname #mensfashion #mensaccessories #mensgoods #fashion #mensstyle #instafashion #menswear • (Product Category Keyword Hashtags) #bugatchisocks #happysocks #corgisocks #socks #sockswag #socksoftheday #sockgame #sockswagg #socksofinstagram #happysockday #sockwars #funsocks #happysockday • (Location Specific Keyword Hashtags) #Toronto #TorontoFashion #TorontoFashionBloggers More on: Hashtag (activity) Hash Tags: 15-20 popular hashtags for each category of products. 5- 10 popular tags that describe my brand and product offering overall. 3 location tags
  35. 35. TOOLS: HASHTAG RESEARCH • Hashtagify is a hashtag search engine with data about hashtags. $9.99/mo. • RiteTag notifies you when new hashtags emerge for your topic. $49/yr. • Google Trends
  36. 36. Google Trends
  37. 37. Hashtagify.me See How it Works
  38. 38. http://www.hashatit.com Search engine for HASHTAGS (#) on your favorite social media websites like Facebook, Twitter, Instagram and Pinterest.
  39. 39. WHERE WHERE? GET OUT THOSE WORKSHEETS! • Where do they hang out? Online, In person • What are they interested in? • Where do they do their research before making a purchase? Internet, Email, Ask a friend, Social Media, Blogs, Yelp, Google, Meet up groups, Yahoo groups, NextDoor Best Ideas all in One Place www.Bloggerithm.com/blog
  40. 40. 79 32 31 29 24 0 10 20 30 40 50 60 70 80 90 100 Facebook Instagram Pinterest Linkedin Twitter 79% of Adults are on Facebook % of Adult Internet Users Pew research July 2016
  41. 41. WHO + WHERE + WHAT WORKSHEET SALES +HAPPY BUSINESS OWNER 13 Best Ideas all in One Place www.Bloggerithm.com/blog
  42. 42. Break Time – 10 minutes
  43. 43. ASSETS NEEDED FOR ANY MARKETING & SOCIAL PLATFORM • Images & or Videos • Copy • Bios • Business Information • #Hashtags & Keywords to Focus on
  44. 44. ASSETS NEEDED: PHOTOS Types: • Product • Life Style • Casual • Banners • Ads • Cover Photos • Blog Image
  45. 45. TOOL REVIEW: CELL PHONE Content with relevant images gets 94% more views than content without relevant images. So get out those cell phones.
  46. 46. TOOL REVIEW: STOCK PHOTOS • Unsplash Free (do whatever you want) high-resolution photos. • Death to Stock Photos Free monthly photos for all your creative needs. For commercial use, your blog posts, social accounts and mockups. • Flickr Creative Commons "Creative Commons is a non-profit that offers an alternative to full copyright.“
  47. 47. Tool Review: Canva
  48. 48. 52 ASSETS NEEDED: VIDEO Videos work when: • Authentic • Entertaining • Evoke Emotion • Personal/Relatable • Useful • Educational
  49. 49. 52 TOOLS: VIDEO DO IT YOURSELF • Filmora is an all-in-one home video editing production software that has powerful functionality and a fully stacked • PowToon – Create animated videos and presentations with PowToon to add a commercial quality experience to your original content.
  50. 50. 52 TOOLS: VIDEO HIRE • Upworks- Find freelancers and freelance jobs • Fiverr is the world's largest marketplace for digital services. Get logo design, marketing services, whiteboards and more, starting from only $5.
  51. 51. ASSETS NEEDED: WHAT TO CREATE COPY ASSET IDEASSome Examples: • EBooks • Podcasts • Guides • Landing pages • Blogs • White Papers • Infographic • Case Studies • Surveys • Tutorials • Blog Article • Posts-Social
  52. 52. • Feedly –has become the best option for RSS having grown to 7 million users in recent months. Add your favorite blogs and websites to start filling up your feed with content
  53. 53. •Buzzosumo –Analyze what content performs best for any topic or competitor Including questions
  54. 54. Photos Other Recommended Tools • Quora – The popular social network is a platform for question and answer discussions. Identify trends from consistently asked questions to inform your content creation efforts • Twitter – Search trending topics on Twitter to see what is popular worldwide or in a specific region to gain insights on what content to develop. Also search hashtags that are relevant to your expertise and industry to research what subjects of our interest to your existing audience and potential audiences. • Reddit – Discover what’s trending worldwide on Reddit for content inspiration on a variety of topics from across the web. Observing which headlines are more effective on Reddit can bring insights to the subject of your next article, infographic, video or other type of content. • Google +
  55. 55. How it works
  56. 56. Break Time – 10 minutes
  57. 57. One way to ensure the content you share on social is balanced with a mix of megaphone and conversation is to use a social media sharing plan. • 80/20 Rule- 80% Content Should reflect Customer Lifestyle & Interests, 20% Should Reflect you & your Company • 4-1-1 – 4 pieces of content from others, 1 re-share, 1 self-serving post • 5-3-2 – 5 pieces of content from others, 3 from you, 2 personal updates • Golden Ratio – 60% others’ content, 30% your content, 10% promotional • Rule of Thirds – 1/3 posts about you, 1/3 curated content, 1/3 conversations Social Media Sharing Plan Free Ideas & How to for Business Growth @bloggerithm.com
  58. 58. SOCIAL MEDIA SHARING PLAN 80/20 Rule- 80% Content Should reflect Customer Lifestyle & Interests, 20% Should Reflect you & your Company Free Ideas & How to for Business Growth @bloggerithm.com
  59. 59. SOCIAL MEDIA SHARING PLAN Rule of Thirds – 1/3 posts about you, 1/3 curated content, 1/3 conversations Free Ideas & How to for Business Growth @bloggerithm.com
  60. 60. What are your goals ? • To reach more people? • To engage with existing customers? • To bring more revenue? Identify Social Media Goals https://blog.hootsuite.com/social-media-templates/
  61. 61. Tips to help you set social media goals based on your objective: • Branding: If your objective is anything brand related such as improving brand consistency or reaching a new demographic, then your goals may revolve around: Content Outreach Followers “Grow my Facebook audience by 25 followers a week, and my Twitter followers by 35 a week for the next quarter.” “Increase total engagement (replies, Retweets and likes) by 25% in six months”
  62. 62. Tips to help you set social media goals based on your objective: • Customer service: When you’re aiming to use social media as a customer service platform and to communicate with clients, set goals with these elements in mind: Response rate Engagement Support tickets “Decrease your average customer service response time to under 60 minutes”
  63. 63. Tips to help you set social media goals based on your objective: • Lead generation: A lot of businesses use social media as a way to generate new leads. Setting goals involving these metrics can help you create better goals: Web traffic ROI Interactions • “Increase my email sign ups by 25% over 3 months.”
  64. 64. S SPECIFIC Who, What, Where, When, Why, Which Define the goal as much as possible with no ambiguous language. WHO is involved, WHAT do I want to accomplish, WHERE will it be done, WHY am I doing this (reasons, purpose), WHICH constraints / requirements do I have? M RA T MEASURABLE From and To Can you track the progress and measure the outcome? How much, how many, how will I know when my goal is accomplished? ATTAINABLE How Is the goal reasonable enough to be accomplished? How so? Make sure the goal is not out of reach or below standard performance. RELEVANT Worthwhile Is the goal worthwhile and will it meet your needs? Is each goal consistent with other goals you have established and fits with your immediate and long term plans? TIMELY When Your objective should include a time limit. "I will complete this step by month/day/year." It will establish a sense of urgency and prompt you to have better time management. Your turn to write some goals
  65. 65. Who would like to share their social media goal? • Volunteers?
  66. 66. Turn Goals into Milestones 21 Milestone 1 Milestone 2 Milestone 3 •Creating milestones is great for morale and also to make sure you’re progressing on schedule. Goal Completion
  67. 67. BRAINSTORM TYPES OF CONTENT CREATE & SHARE • Themes • Topics • Lifestyle • Images • Videos • Posts • Blogs • Promotions • Tutorials Tumblr
  68. 68. Planning Tasks to get to the goals 24 A goal without a plan is just a wish.
  69. 69. Now that we have a plan, Lets talk about time saving and organization tools
  70. 70. 2017 D Starting with Creating a Calendar
  71. 71. • 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
  72. 72. Start with two columns: • One for post ideas • One for scheduled posts Scheduling Organization Tools: Trello
  73. 73. • Create a Content Calendar • Manage a Creative Asset Library • Organize Influencer Correspondence • Build Your Resource Library • Plan a Social Media Strategy • https://blog.evernote.com/blog/2016/05/02/how-to-power-social- media-productivity-with-evernote/ Scheduling Organization Tools: Evernote
  74. 74. A platform that lets you • managing multiple networks, • schedule content, and • engage with their audience • —all in one place. Scheduling Organization Tools: Hootsuite
  75. 75. Scheduling Organization Tools: Buffer A platform that lets you •Schedule, •publish and •analyze all your posts in one place
  76. 76. •For Pinterest •Schedule Pins, •Discover Content, Monitor Pinterest, and Measure Results. •All in One Platform. Scheduling Organization Tools: Tailwind
  77. 77. •For Instagram Schedule & manage your Instagram posts Scheduling Organization Tools: Later
  78. 78. • Google Analytics: Google Analytics makes it easy to track your traffic from social media, create campaigns and figure out your ROI. It’s also helpful for tracking metrics for social media sites that don’t give you a great amount of data like Snapchat or Instagram. • Individual social media platforms: Certain platforms like Facebook, Twitter and Pinterest will give you further insight and metrics that will be helpful depending on your goals. Tracking Social Media Success (ROI)
  79. 79. 0 25 50 75 100 125 2007 2008 2009 2010 Untitled 1 Untitled 2 Untitled 3 Untitled 4 Google Analytics: Google Analytics makes it easy to track your traffic from social media, create campaigns and figure out your ROI. It’s also helpful for tracking metrics for social media sites that don’t give you a great amount of data like Snapchat or Instagram. Individual social media platforms: Certain platforms like Facebook, Twitter and Pinterest will give you further insight and metrics that will be helpful depending on your goals. TRACKING SOCIAL MEDIA SUCCESS (ROI) Tumblr. 63
  80. 80. What Did We Learn Today • What is online marketing • Why we need to market online • Assets we need for social media • How to set social media goals • Tools To Save Time
  81. 81. If you loved the class, I would love to hear about how you will use what you learned Before you leave write a review @Bloggerithm on Facebook

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