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6 Steps to Profitable Social Strategy SAF Boston 2019

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6 Steps to Profitable Social Strategy SAF Boston 2019

  1. 1. Six Steps to a Profitable Social Media Strategy By: Crystal Vilkaitis Retail Social Media Expert
  2. 2. Seminar Overview • How to create a strong social media foundation • Actionable and easy to-do’s to support your business goals • The types of social content that connects and converts • How to effectively reach your customers • What social media metrics to track and how to measure success
  3. 3. 6 Pillars from Signature Course: Social to Sale
  4. 4. 10+ Years Social Media Experience, 8+ Retail • Record breaking sales days using Facebook and Instagram • Selling out of items after put on social media • Busiest events: a line of 200 people at checkout! • Asked to speak to other local business owners about how to use social media • Consistent flow of traffic • Confidence: “I learned how easy this can be.” • Re-energized: A plan that’s excited because you see how it will build your business.
  5. 5. • Record breaking sales days using Facebook and Instagram • Selling out of items after put on social media • Busiest events: a line of 200 people at checkout! • Asked to speak to other local business owners about how to use social media • Consistent flow of traffic • Confidence: “I learned how easy this can be.” • Re-energized: A plan that’s excited because you see how it will build your business.
  6. 6. Evolve or Die.
  7. 7. Social Can Be Simple!
  8. 8. 1. Strong Foundation
  9. 9. Several Parts to a Strong Foundation • Consistent brand • Right social media profiles • Right person managing • Knowing your customers • Following best practices • Optimized social accounts • Mindset
  10. 10. A retailer’s horror story…
  11. 11. The store owner should not manage.
  12. 12. “The biggest win for me was making one of my employees the Social Media Manager. Because of what I learned I am able to help him post in ways that impact our business in positive ways. We have grown our followers and are about 1000% better at responding to messages and comments - making the experience for people personal rather than like a corporation.” - Rakini Chinery, Owner, Allan’s Flowers, Prescott, AZ
  13. 13. 2. S.M.A.R.T. Goals
  14. 14. Example of SMART Goals: • Increase Instagram following by at least 100/month; within the next 3 months (at least 300 new followers) • 15% increase in foot traffic from Facebook in 6 months • Increase average purchase price in the next year
  15. 15. Real Example of Tactics to Support Goals: Pet Store • The Goal: Build awareness for new self-serve dog wash • Assess channels: Facebook • Tactics to support: • Go live on FB announcing the self-serve stations! • Using FB ads, promote the post to PCGs using $10 • RESULTS: • Local news station watched live FB video, called and ask to come in and do a feature! • Great success – busy store!
  16. 16. Real Example of Tactics to Support Goals: Women’s Boutique • The Goal: Increase sales for storewide sale • Assess channels: Facebook, Instagram, Email • Tactics to support: • Album of items • Daily posts leading up to sale, 6 days in advance • Promoted post on FB to PCGs, about $20 • Sent email announcing sale to list • RESULT: Highest sales day EVER in store’s 13-year history!
  17. 17. Goal: Have a strong Mother’s Day • Spent $100 to promote • “We ran out of flowers!” • 32 orders • Just under $3K in sales
  18. 18. 3. Content that Connects and Converts
  19. 19. Top 5 Reasons People Follow Brands on Social: 1. Promotions and discounts 2. Latest product information 3. Customer support 4. Entertaining content 5. Ability to offer feedback
  20. 20. Content Best Practices: Diversify
  21. 21. Facebook Live (Anna’s Flowers)
  22. 22. Use Video on FB and IG!
  23. 23. Engagement (Scotts Flowers)
  24. 24. Humanized Copy/Story (Farmgirl Flowers)
  25. 25. Product Slideshows (Mugford’s Flower Shop)
  26. 26. Contest + Humanized (Mugford’s Flower Shop)
  27. 27. Strong CTA (City Line Florist)
  28. 28. Behind-the-Scenes (Little Flowers)
  29. 29. Strong CTA (Love ‘n Fresh Flowers)
  30. 30. Behind the Scenes & Engagement (Flower Kiosk)
  31. 31. Events (Flowers for Dreams)
  32. 32. Connecting and Humanizing (The Bud Stop)
  33. 33. Pick 7-10 Themes ●New products ●Promos (sales) ●Events ●BTS (Behind the Scenes ●Staff ●Customers/Reviews/Te stimonials ●Food and Beverage ●Owner ●Family ●Pets ●Demos/How To ●Trending/Popular ●Local Area ●Industry ●Humor ●Inspiration
  34. 34. Month: ENTER Focus & Planned Promotions: • Sales, new lines, events, holidays, new service offerings, etc. Content and Ads: • 7-10 Themes • Posts about focus & promos • Posts about building strategies • Content that Connects from Intake Form and our ideas • Content supporting goals • Content connects to PCGs Monthly Themes: • Ex: Anniversary month, Holiday Building Strategies: • How will you build your SM?
  35. 35. 4. Building a Loyal Audience and Leads List
  36. 36. Focus on both audiences! Dependable and Undependable
  37. 37. My Gift to You!
  38. 38. Working TODAY? • FB and IG Advertising • Video ads • Lookalike audiences
  39. 39. See Other Business Ads
  40. 40. 5. Strategy Framework: Who, What, When, Where, Why and How
  41. 41. The Strategy Framework: Who
  42. 42. The Strategy Framework: What
  43. 43. The Strategy Framework: When
  44. 44. The Strategy Framework: Where
  45. 45. The Strategy Framework: Why
  46. 46. The Strategy Framework: How
  47. 47. 6. Manage, Track and Adapt
  48. 48. Managing: • Daily/Weekly/Monthly Checklists • Be consistent! • Stay on top of trends and changes (I can help!)
  49. 49. For small businesses, it doesn’t need to be overly complicated! Keep it simple. Tracking:
  50. 50. Evaluating Value vs. Complexity • What gives you the highest return, spending the least amount of time? • What takes a ton of time, and gives little to no return?
  51. 51. A Few Meaningful Metrics: • Goals! • Coupon/offer redemptions (sales!) • Conversions online • Online Traffic – Google Analytics • Offline Traffic – ask what brought people in
  52. 52. Meaningful Metrics: • Leads and cost per leads • Reviews and testimonials • Branded hashtag • Check-Ins • Geo-tagged photos or posts • Awareness – Reach (paid versus organic) • Quality audiences • Engagement
  53. 53. Six Pillars: 1. Strong Foundation 2. S.M.A.R.T. Goals 3. Content that Connects and Converts 4. Building a Loyal Audience and Leads List 5. Framework: Who, what, when, where, why, how 6. Manage, Track and Adapt
  54. 54. What are your imaginary barriers? How are they stopping your best ideas from running free?
  55. 55. Becoming an Insider: 1. Social to Sale – Start Here! 2. Monthly live training (evolve or die) 3. Weekly Bulletins – quick tips & motivation 4. Private Facebook Group – support from me and my team! 5. Quarterly marketing planning meetings!
  56. 56. • $97/Month • $997/Year (2 Free Months) • SAF Boston Special! $797/Year! Boston Show Special!
  57. 57. Results Wanted? •Record breaking sales days •Up 23%! •Selling out of items in 1-2 days •Busiest events: 200 people at checkout! •Weekly consistent flow of traffic •Becoming a Local Celebrity! •Confidence: “I learned how easy this can be.”
  58. 58. Results Given. •Record breaking sales days •Up 23%! •Selling out of items in 1-2 days •Busiest events: 200 people at checkout! •Weekly consistent flow of traffic •Becoming a Local Celebrity! •Confidence: “I learned how easy this can be.”
  59. 59. Take action on your marketing! Thank you! Crystal Vilkaitis crystal@crystalmediaco.co m

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