Slides from the free event in Bristol in October. Two local online marketing experts explained how to generate the most sales and responses from your digital marketing and how to ensure your social media strategy doesn’t get left behind.

1. #DownloadBat
h
@MrJonPayne

2. SOCIAL MEDIA FOR
#DownloadBat
h
@MrJonPayne
BUSINESS
#DownloadBath

3. CC

4. I’VE MADE ALL THE MISTAKES*
23 years in sales
16 years selling online
14 years running agencies
7 years in search & social marketing
*Nearly all.
#DownloadBath @MrJonPayne

5. YOU?
• Would prefer not to use it, but worry you lose out to savvy
competitor
• Someone is doing it for the business. You want actionable tips.
• Have set up a couple of accounts, dabbled. Pretty much
stopped
#DownloadBath @MrJonPayne

6. SOCIAL MEDIA ≠
GRUMPY CAT

7. CC
TIMELY MESSAGING

8. SPREADS EASILY

9. WHICH PLATFORMS?
#DownloadBat
h
@MrJonPayne

10. SPREADS EASILY
CC

11. SPREADS EASILY
Double bubble = social helping search ranking
#DownloadBath @MrJonPayne

12. • Signed out of Google, no cookies
#DownloadBath Google+, Facebook & Twitter help you dominate branded search @MrJonPayne

13. TOP TIER PLATFORMS
at least one of these
Recycle content for Google+
#DownloadBath @MrJonPayne

14. SECONDARY PLATFORMS
If you’re niche, hip, cool. Target Instagram or Vine.
LinkedIn isn’t easy to scale, it’s personal
#DownloadBath @MrJonPayne

15. GETTING THE RIGHT
#DownloadBat
h
@MrJonPayne
IMAGE FOR YOUR
BRAND
Before you start

16. #DownloadBath Who are your audience? @MrJonPayne

17. @MrJonPayne
WHAT DO YOU WANT FROM
SOCIAL MEDIA?
• Community?
• Customer service?
• Brand awareness?
• Sales?
The first two are relatively easy to measure, the last two are hard
to measure. Doing any of them requires effort.
#DownloadBath

18. WHAT DOES YOUR AUDIENCE WANT?
Joanna - 48
Linda - 35
Chief Executive Marketing Assistant / PA
Dan - 43
Managing Director
#DownloadBath @MrJonPayne
Create detailed personae – it’ll help you understand what to post
and when

19. GET PLANNING - SCHEDULED FUN
Hubspot Editorial Calendar
#DownloadBath @MrJonPayne

20. https://twitter.twimg.com/OwnTheMoment
#DownloadBath @MrJonPayne

21. HOW WILL YOU HANDLE
NEGATIVITY?
#DownloadBath DON’T FEED THE TROLLS. Fix only what you can fix. BE HUMAN @MrJonPayne

22. WOT DUZ DAT MEAN
FYR STYLEZ, BRUV?
#DownloadBath Izzit? @MrJonPayne

23. SOCIAL MEDIA STYLE GUIDE
• What does the business want from social media?
• Who are the audience?
• What do the audience want?
• Who do they trust?
• What do they read online?
• What does that mean for my writing style?
• Who is empowered to do this?
Take ½ a day to do this. It’ll make your marketing team or your
agency do a better job
#DownloadBath @MrJonPayne

24. ENGAGE
THE BASICS
#DownloadBath @MrJonPayne

27. SEXY
@MrJonPayne

28. #DownloadBath Schedule your posts, keep pics big and maintain editorial sign off, @MrJonPayne
use BufferApp

29. #DownloadBat
h
@MrJonPayne
ENGAGE
ON FACEBOOK

30. #DownloadBath No engagement = bad for platform, bad for your brand. @MrJonPayne
Patronising pro tip: Use images & pay for advertising.

31. #DownloadBath @MrJonPayne
Much better! People ♥ pictures

32. #DownloadBath The social platforms want people to keep coming back. Your @MrJonPayne
content needs to encourage this like these posts.

33. THINK MOBILE.
THNK TIMING.
Tie your brand / product or
service to something that has
plenty of PR already. Use some of
their juice.
#DownloadBath 94 likes, 9 comments, 12 shares @MrJonPayne

34. COMPETITIONS
Minimal barrier to entry – ask for
comment.
You’ll need a comment to be able
to respond to the winner.
#DownloadBath Don’t ask for shares, this is currently against Facebook T&Cs @MrJonPayne

35. #DownloadBath Truffle Shuffle on Facebook @MrJonPayne

36. #DownloadBath Truffle Shuffle on Facebook @MrJonPayne

37. #DownloadBath Truffle Shuffle on Facebook @MrJonPayne

38. NOT ALWAYS AS IT SEEMS
#DownloadBath @MrJonPayne

39. FACEBOOK TIPS
• Keep your messages short and sweet
• Use pictures / video for engagement
• Ask people to do something ‘Share if you love..’
• Make it personal
• It’s not about followers
#DownloadBath @MrJonPayne
© Aaron Stidwell

40. #DownloadBat
h
@MrJonPayne
ENGAGE
ON TWITTER

41. #DownloadBath Share video, image content… resize images! @MrJonPayne

42. #DownloadBath Pin important tweets. Use Hashtags sparingly, @ useful @MrJonPayne
accounts sparingly, tag photos to save space & get RTs

43. #DownloadBath Search Bios for influencers with the Twitter desktop app, @MrJonPayne
Just Unfollow and / or FollowerWonk

44. #DownloadBath Monitor mentions of your brand, competitor brands or @MrJonPayne
relevant phrases + geocode for prospecting / outreach

45. #DownloadBath WIN! @MrJonPayne

46. TWITTER ANALYTICS
#DownloadBath @MrJonPayne

47. TWITTER TIPS
• Clear CTA ‘Click Here’
• Use Urgency ‘Right Now’
• Use Pictures & resize your images
• Comment don’t just RT
• Share your message more than once
#DownloadBath @MrJonPayne
© Aaron Stidwell

48. #DownloadBat
h
@MrJonPayne
ENGAGE
ON PINTREST

49. PINTEREST
#DownloadBath @MrJonPayne

50. #DownloadBath @MrJonPayne © BellaFaye Garden

51. According to Piqora:
70% of the clicks happen
within first 2 days
#DownloadBath @MrJonPayne

52. WHAT WORKS
#DownloadBath @MrJonPayne

53. #DownloadBath @MrJonPayne

54. #DownloadBath @MrJonPayne

55. #DownloadBath @MrJonPayne

57. #DownloadBath @MrJonPayne

58. SECRET BOARDS
Keep em secret until they’re full or for planning in house stuff
#DownloadBath @MrJonPayne

59. #DownloadBath @MrJonPayne

60. http://business.pinterest.com/sites/business/files/best_practices_
en.pdf

61. PINTEREST TIPS
• Use attractive & engaging images
• Write optimised descriptions for your pins
• Think about trends
• A mix of your pins and others
• Use secret boards to inspire
• Tell your story
#DownloadBath @MrJonPayne
© Aaron Stidwell

62. #DownloadBat
h
@MrJonPayne
ENGAGE
ON GOOGLE+

63. SMASHING IT ON THE GOOGLE+
#DownloadBath @MrJonPayne
100,000 + views from Google / Google maps

64. SMASHING IT ON THE GOOGLE+
#DownloadBath @MrJonPayne

65. SMASHING IT ON THE GOOGLE+
#DownloadBath @MrJonPayne
It’s tough to do, but get it right and you should reap search
rankings too
Example posts…

66. GOOGLE+ TIPS
• Verify location(s) – postcard method
• Verify website – rel publisher code
• If you’re posting anywhere else
recycle for Google+
• GET REVIEWS!
#DownloadBath @MrJonPayne
© Aaron Stidwell

67. ENGAGE
MORE
#DownloadBath @MrJonPayne

69. THINK MOBILE.
I paid for this bit
THNK TIMING.
#DownloadBat
h
Tie your brand / product or
service to something that has
plenty of PR already. Use some of
their juice.
94 likes, 9 comments, 12 shares @MrJonPayne

70. THINK MOBILE.
THNK TIMING.
#DownloadBat
h
Free postcards
Tie your brand / product or
Proper job
service to something handwritten that has
label
plenty of PR already. on a MOOMIN!
Use some of
their juice.
Hand tied ribbon
on this
“handwritten” note
94 likes, 9 comments, 12 shares @MrJonPayne
Social nudges

71. #DownloadBath Be nice IRL! @MrJonPayne

72. http://moz.com/blog/meta-data-templates-123
#DownloadBath @MrJonPayne

73. #DownloadBat
h
@MrJonPayne
CONVERTUNG
FOLLOWERS INTO
CUSTOMERS
IS HARD TO DO
AND HARDER TO MEASURE

75. #DownloadBath Monitor mentions of your brand, competitor brands or @MrJonPayne
relevant phrases + geocode for prospecting / outreach

76. KNOWLEDGE GRAPH
Millward Brown 2014
PEOPLE
USE
PHONES
FOR
SOCIAL

77. GET A RESPONSIVE SITE
#DownloadBath http://wordpress.org/ @MrJonPayne
http://yoast.com/wordpress/seo/

78. SORT YOUR CALLS TO ACTION
#DownloadBath Don’t use ‘submit’, make them look like buttons, keep it simple & @MrJonPayne
contrasting

79. SORT YOUR CALLS TO ACTION
#DownloadBath What are the secondary calls? @MrJonPayne

80. SQUINT
#DownloadBath Can you still see the important stuff? @MrJonPayne

81. MONITOR . MEASURE . IMPROVE
#DownloadBath @MrJonPayne

82. #DownloadBath @MrJonPayne

83. #DownloadBath @MrJonPayne

84. HOW MUCH CAN I DO
#DownloadBat
h
@MrJonPayne
MYSELF?

85. #DownloadBath Do one thing well @MrJonPayne

86. TOP TIER PLATFORMS
Consumer Sales
Pinterest is particularly wonderful for craft, fashion, cooking,
visual stuff. Facebook good for sites with a physical location
#DownloadBath @MrJonPayne

87. TOP TIER PLATFORMS
Business Sales
I’d lean more towards Twitter. Good for outreach to influencers
and customers in the B2B sector
#DownloadBath @MrJonPayne

88. CAN YOU MAKE TIME?
• 1 article / blog post per week
• 1 update per day (on each of your chosen channels)
• Quality work of that scope takes 5-7 hours per week
#DownloadBath @MrJonPayne

89. @MrJonPayne
@BathChron