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Six Steps to a
Profitable Social Media
Strategy
By: Crystal Vilkaitis
Retail Social Media Expert
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
6 Pillars from Signature Course:
Social to Sale
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.
6 Steps to Profitable Social Strategy SAF Boston 2019
6 Steps to Profitable Social Strategy SAF Boston 2019
• 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 Steps to Profitable Social Strategy SAF Boston 2019
6 Steps to Profitable Social Strategy SAF Boston 2019
Evolve or Die.
Social Can Be Simple!
6 Steps to Profitable Social Strategy SAF Boston 2019
1. Strong Foundation
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
6 Steps to Profitable Social Strategy SAF Boston 2019
6 Steps to Profitable Social Strategy SAF Boston 2019
6 Steps to Profitable Social Strategy SAF Boston 2019
6 Steps to Profitable Social Strategy SAF Boston 2019
A retailer’s horror story…
The store owner should not
manage.
“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
2. S.M.A.R.T. Goals
6 Steps to Profitable Social Strategy SAF Boston 2019
6 Steps to Profitable Social Strategy SAF Boston 2019
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
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!
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!
Goal: Have a strong Mother’s Day
• Spent $100 to promote
• “We ran out of flowers!”
• 32 orders
• Just under $3K in sales
3. Content that
Connects and Converts
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
Content Best Practices: Diversify
Facebook Live (Anna’s Flowers)
Use Video on
FB and IG!
Engagement (Scotts Flowers)
Humanized Copy/Story (Farmgirl Flowers)
Product Slideshows (Mugford’s Flower Shop)
Contest + Humanized (Mugford’s Flower Shop)
Strong CTA (City Line Florist)
Behind-the-Scenes (Little Flowers)
Strong CTA (Love ‘n Fresh Flowers)
Behind the Scenes & Engagement
(Flower Kiosk)
Events (Flowers for Dreams)
Connecting and Humanizing (The Bud Stop)
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
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?
4. Building a Loyal
Audience and Leads
List
Focus on both audiences!
Dependable and Undependable
My Gift to You!
Working TODAY?
• FB and IG Advertising
• Video ads
• Lookalike audiences
See Other Business Ads
6 Steps to Profitable Social Strategy SAF Boston 2019
5. Strategy Framework:
Who, What, When,
Where, Why and How
The Strategy Framework:
Who
The Strategy Framework:
What
The Strategy Framework:
When
The Strategy Framework:
Where
The Strategy Framework:
Why
The Strategy Framework:
How
6. Manage, Track and
Adapt
Managing:
• Daily/Weekly/Monthly Checklists
• Be consistent!
• Stay on top of trends and changes (I can help!)
For small businesses, it doesn’t
need to be overly complicated!
Keep it simple.
Tracking:
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?
A Few Meaningful Metrics:
• Goals!
• Coupon/offer redemptions (sales!)
• Conversions online
• Online Traffic – Google Analytics
• Offline Traffic – ask what brought people in
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
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
What are your imaginary barriers?
How are they stopping your best ideas
from running free?
6 Steps to Profitable Social Strategy SAF Boston 2019
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!
• $97/Month
• $997/Year (2 Free Months)
• SAF Boston Special! $797/Year!
Boston Show Special!
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.”
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.”
6 Steps to Profitable Social Strategy SAF Boston 2019
Take action on
your marketing!
Thank you!
Crystal Vilkaitis
crystal@crystalmediaco.co
m

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6 Steps to Profitable Social Strategy SAF Boston 2019

  • 1. Six Steps to a Profitable Social Media Strategy By: Crystal Vilkaitis Retail Social Media Expert
  • 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. 6 Pillars from Signature Course: Social to Sale
  • 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.
  • 7. • 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.
  • 11. Social Can Be Simple!
  • 14. 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
  • 20. The store owner should not manage.
  • 21. “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
  • 25. 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
  • 26. 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!
  • 27. 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!
  • 28. Goal: Have a strong Mother’s Day • Spent $100 to promote • “We ran out of flowers!” • 32 orders • Just under $3K in sales
  • 29. 3. Content that Connects and Converts
  • 30. 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
  • 33. Use Video on FB and IG!
  • 37. Contest + Humanized (Mugford’s Flower Shop)
  • 38. Strong CTA (City Line Florist)
  • 40. Strong CTA (Love ‘n Fresh Flowers)
  • 41. Behind the Scenes & Engagement (Flower Kiosk)
  • 43. Connecting and Humanizing (The Bud Stop)
  • 44. 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
  • 45. 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?
  • 46. 4. Building a Loyal Audience and Leads List
  • 47. Focus on both audiences! Dependable and Undependable
  • 48. My Gift to You!
  • 49. Working TODAY? • FB and IG Advertising • Video ads • Lookalike audiences
  • 52. 5. Strategy Framework: Who, What, When, Where, Why and How
  • 59. 6. Manage, Track and Adapt
  • 60. Managing: • Daily/Weekly/Monthly Checklists • Be consistent! • Stay on top of trends and changes (I can help!)
  • 61. For small businesses, it doesn’t need to be overly complicated! Keep it simple. Tracking:
  • 62. 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?
  • 63. A Few Meaningful Metrics: • Goals! • Coupon/offer redemptions (sales!) • Conversions online • Online Traffic – Google Analytics • Offline Traffic – ask what brought people in
  • 64. 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
  • 65. 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
  • 66. What are your imaginary barriers? How are they stopping your best ideas from running free?
  • 68. 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!
  • 69. • $97/Month • $997/Year (2 Free Months) • SAF Boston Special! $797/Year! Boston Show Special!
  • 70. 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.”
  • 71. 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.”
  • 73. Take action on your marketing! Thank you! Crystal Vilkaitis crystal@crystalmediaco.co m