Marketing Your Business in the 21st Century


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Presentation given during the Governor's Small Business Forum in Clifton, Texas on October 2nd, 2013.

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  • Social media works best when it is a component of an integrated marketing strategy, inclusive of advertising, public relations, etc. It should be a part of your marketing plans, not an island unto itself.
  • If Facebook is the primary place to find information about your business, the customer is then competing with everything else going on.Why am I here again?1. Hello! Friends I haven’t talked to in a long time.2. Ooh! A notification! I wonder what that is …3. And then there’s branding. You can only brand yourself to the extent that Facebook (or any other social media site) will let you.
  • Use social media to extend your network. Think of your social media sites as outposts of information, but you should keep the good stuff on your website. Your website and your blog (if you have one) are the only pieces of online real estate that you truly own. Your branding, your content, your calls to action – those are all yours.
  • The restaurant doesn't typically do a brisk lunch business.  Note that the paid reach was only 526.  The majority of the views came from viral views - aka shares.  Over 7k total views.  Also note that it was only shared 11 times, so asking for the share is important. There were also 10 new likes on the page during the offer.  I attribute this to the offer and shares.
  • Handout:Ways to Use Twitter
  • Yelp was founded in 2004 to help people find great local businesses like dentists, hair stylists and mechanics.Yelp had an average of approximately 86 million monthly unique visitors in Q4 2012.Yelpers have written over 36 million local reviews.Every business owner (or manager) can setup a free account to post photos and message her customers.Yelp makes money by selling ads to local businesses - you'll see these clearly labeled "Yelp Ads" around the site.
  • Just like you would pin something you want to remember on a bulletin board, Pinterest lets you do the same thing to images you find on the web. Create your own virtual bulletin boards for the things you love – like recipes, places you want to visit, ideas for your home, and more. Once something is pinned, it can be “liked”, “shared” on Facebook, tweeted on Twitter, repinned, and commented on by your followers.
  • Aesthetic Design Construction from right here in Bastrop is a great example of a small business that is using Pinterest effectively. They appeal to Pinterest’saspirational nature by showing us what we can do with our new homes once we’re living in them. The photography is beautiful. And they’ve taken something that’s typically considered “manly” (construction) and made it be more appealing to Pinterest’s predominantly feminine audience.
  • This is from a Board that Lost Pines Toyota created called “Welcome to the Family”. It’s genius really. Anytime you can feature your happy customers in a photo that is shareable, that’s a win. People love to see themselves in pictures, and it shows other potential customers what kind of treatment they will receive as customers.
  • Snap a picture, choose a filter to transform its look and feel, then post to Instagram. Share to Facebook, Twitter, and your blog too – it's so easy. It's photo sharing, reinvented.
  • Even better if you can do it in new, interesting, or artistic ways.
  • Tell us who you are. We are more likely to do business with people we like.
  • It’s kind of like the method. When they show you recommendations for what other people have bought? If ALL these other people like you, then maybe I should like you too.
  • Why should I buy this product? What can it do for me? How will it make my life easier or better?
  • Hashtags are searchable. It’s a way to curate information (or photos, in this case) to make it easy to find. I can search Instagram for other photos with the same hashtag. I can also search them on Twitter where the photos are shared with a whole different audience.
  • People love going behind the scenes. It makes us feel like insiders. In the know. The more we know, the easier it is for us to buy.
  • Show your personality. Let loose a little. As I said earlier, we’re more likely to buy from people we like. Help us like you!
  • Marketing Your Business in the 21st Century

    1. 1. Marketing Your Business in the 21st Century Governor’s Small Business Forum October 2, 2013 Clifton, Texas
    2. 2. Get these slides here::
    3. 3. Source: All Twitter 71% of social media users are more likely to purchase from a brand they follow online
    4. 4. Social Media Don’ts • Don’t be something you’re not • Don’t experiment with the company logo • Don’t think you have to be on every social media channel • Don’t tell, show • Don’t feed Facebook to Twitter (or vice versa) • Be authentic • Try new things with personal accounts first • Start slow and be selective • Use images whenever possible • Know your audience and post accordingly
    5. 5. Remember: Social media is not an island. Photo: lisbokt
    6. 6. Website Marketing Your website should be the hub of your online marketing
    7. 7. Social Media Brings Users To You!
    8. 8. Integrate Social with Web From this …
    9. 9. Integrate Social with Web … to this.
    10. 10. Facebook 201
    11. 11. Facebook Stats • Over 1.1 billion active users • Average user is connected to 40 pages • Smartphone mobile users check Facebook an average of 13.8 times a day • 751 million users access Facebook from a mobile device Source: IDC;
    12. 12. • Average number of connections between local business pages and users is 2 billion • Average number of weekly local business page views is 645 million • Average number of weekly comments on local business pages is 13 million Facebook Stats Source: IDC;
    13. 13. Manage Page Settings Grow Your Fanbase Find Helpful Resources Admin Panel
    14. 14. Understanding Insights
    15. 15. Understanding Insights
    16. 16. Understanding Insights
    17. 17. Understanding Insights
    18. 18. Understanding Insights
    19. 19. Understanding Insights
    20. 20. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share! Source: Doe’s Eat Place
    21. 21. Facebook Offers Source: Doe’s Eat Place
    22. 22. Facebook Boosted Posts Source: Visit Bloomington
    23. 23. Facebook Boosted Posts Source: Visit Bloomington
    24. 24. • Why advertise on Facebook? Huge audience Highly targeted Social recommendations Cost effective EASY!
    25. 25. Facebook Advertising
    26. 26. Facebook Advertising
    27. 27. Facebook Advertising
    28. 28. Facebook Advertising
    29. 29. Content Is King Visual Content Is Ruler of the World • Videos shared 12x more than links and text posts combined • Photos are liked 2x more than text updates • Instagram is the 2nd most popular app (globally) behind Facebook • Pinterest generates more referral traffic than Google+, LinkedIn, and YouTube combined Sources: HubSpot; Marketing Land
    30. 30. Visit Fargo-Moorhead Visual Content Integration Source: Fargo-Moorhead CVB
    31. 31. Visit Fargo-Moorhead Visual Content - Pinterest Source: Fargo-Moorhead CVB
    32. 32. Visit Fargo-Moorhead Visual Content - YouTube Source: Fargo-Moorhead CVB
    33. 33. Visit Fargo-Moorhead Visual Content - Instagram Source: Fargo-Moorhead CVB
    34. 34. Twitter 201
    35. 35. Twitter Stats • 500 million users • 60% of active users use their mobile phone to tweet • Average number of followers per Twitter user is 208 • Twitter engagement rates for brands are 17% higher on Saturdays and Sundays Source: Linchpin SEO;
    36. 36.
    37. 37.
    38. 38. Twitter Targeting
    39. 39. Promoted Tweets
    40. 40. Promotion Budget
    41. 41. Promoted Tweets
    42. 42. Promoted Accounts
    43. 43. Promotion Analytics Promoted Tweets Dashboard Follower Growth Chart
    44. 44. Claiming Your Yelp Place • Step 1: Search for your business – If your business is not listed, click Add a Business • Step 2: Click “Work here? Unlock this business page” • Step 3: Create a business account using a neutral email address • Step 4: Phone authentication process • Step 5: Fill out profile information • Great video tutorial in Yelp Support for Business Owners Source: Fargo-Moorhead CVB
    45. 45. Respond To Reviews Show Customers You Care
    46. 46. Facebook & Instagram “Look at Me!” Photo: omgits_dhilzy on Instagram = #selfie
    47. 47. Pinterest = “Look at This!” Photo: Transguyjay on Flickr
    48. 48. • 80% of Pinterest users are women • Users spend an average of 1 hour & 17 minutes on the site • Pinterest referrals spend 70% more $$ than referrals from non-social channels • 43% of Pinterest users prefer to associate with a brand vs only 24% on Facebook Source: Photo: vbecker on Flickr
    49. 49. You May Have Seen This
    50. 50. But Have You Seen This?
    51. 51. Drive sales to your website!
    52. 52. Pinterest for Business
    53. 53. See what’s been pinned from your website or blog!
    54. 54. • More than 55 million photos are uploaded every day • 150 million monthly active users • 1.2 billion likes daily • 1000 comments per second Source: Instagram Press; Social Fresh Photo: WindKoh on Flickr
    55. 55. Apply Instagram Filters
    56. 56. From this … … to this!
    57. 57. 7 TIPS: Instagram for Business
    58. 58. 1. Show Your Products
    59. 59. 2. Introduce Your Employees
    60. 60. 3. Feature Your Customers
    61. 61. 4. Show What Your Products Can Do
    62. 62. 5. Use #Hashtags
    63. 63. 6. Show How It’s Made
    64. 64. 7. Have Fun!
    65. 65. Can I Help? Call Me!
    66. 66. Follow Me @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC 512-914-8873
    67. 67. Thank You! Questions?