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Maine self storage assn seminar june 2012


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Presentation to Maine Self Storage Association for their workshop on online marketing at their annual conference by Shannon Kinney of Dream Local Digital

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Maine self storage assn seminar june 2012

  1. 1. Top Strategiesfor marketing your self-storage business online brought to you by: June 14, 2012 Bangor, Maine
  2. 2. For the times, they are a changin’
  3. 3. New marketing tactics
  4. 4. What to expect today: - General tips and tricks - Answers to your questions- Tactics for Twitter, LinkedIn, FourSquare - Facebook - Q&A
  5. 5. Social media has changed our lives our language our behavior our shopping habits… our businesses
  6. 6. People are relying more heavily on interactive online media for their information via….
  7. 7. The question used to be:how do your customers find you?
  8. 8. Now is: where do yourcurrent and future customers find what they need?
  9. 9.
  10. 10. Facebook now has more than901 million ACTIVE users
  11. 11. Questions get answered.Recommendations are made. Conversations happen. Are you there?
  12. 12. What we’ll cover today• Social Media• Search & Reputation Management• Content Marketing• Email Marketing
  13. 13. Social Media Marketing
  14. 14. Win at social media• Professionally designed page• Thoughtful content strategy that incorporates the personal touch, sales and marketing, and outbound marketing strategy• Listen and respond, stimulate conversation• Utilize the new feature of outbound commenting as your page• WOW your fans!
  15. 15. Facebook• Do I need to use it? If you are able to, you should. If you’re responsible for marketing your business, absolutely.• Does my business need to be there now? Yes. There are no ifs, ands, or buts. Regardless of your business, you need to be represented here. We can help!• Top benefit: You stay top of mind with people as they browse – you’re part of the conversation
  16. 16. Facebook: Statistics • More than 50% of active users log in each day • People spend over 700 billion minutes per month on Facebook • 2.7 billion posts are “liked” or commented on each day • 250 million photos are shared each day • 1 million business page “likes” are happening each day – and that is shared with all of their friendsSource: Facebook
  17. 17. Facebook: Timeline for Business Pages
  18. 18. 29 29
  19. 19. 30 30
  20. 20. 31
  21. 21. Facebook: What you should do
  22. 22. Understanding NFO and EdgeRank• Affinity – how close you are to the person creating thecontent• Weight – the more likes, comments, tags, the strongerthe weight• Time – how recent is it? Time your posts!
  23. 23. Post tips• Know your audience• Timing is important• Clarity• Mix it up and create balance• Encourage conversation• Encourage sharing / tagging• LISTEN! Respond!• Utilize photos and videos regularly
  24. 24. Pull in blogs or feeds- Apps to use: RSS Graffiti,, NetworkedBlogs
  25. 25. Outbound Marketing• Posts• Comments• “Likes”, Featured Likes• Grow your audience, business outreach
  26. 26. Fan Base Growth: Promote your page • On your web site -box/ • Email signatures • Signs in location, on vehicles • Stationary • All marketing – when in doubt of what to promote, promote Facebook
  27. 27. Fan Base Growth• Turn buyers into fans at time of purchase • In store – promote on receipts or verbally • Online – add Facebook like box to thank you/conf page• Incentives – add a reward to incent people to like page• Facebook ads• Word of mouth contests
  28. 28. Facebook Ads• Powerful targeting• Like search marketing but different • Search = keywords, demand fulfillment • Facebook = interests, demand generation
  29. 29. Facebook Ads• Target your Fan’s Friends
  30. 30. Facebook Contests• Define goals and details• Get legal – use an app• Prepare, promote and converse • Fangate, use existing lists, shareable, content submissions • Encourage viral sharing (voting, getting likes)• Manage and analyze• Begin the REAL work – engage!
  31. 31. Twitter• Do I need to use it? It is powerful but not for everyone• Does my business need to be there now? Depends on your business. If you create and write a lot of content, Twitter is a fantastic tool. It works extremely well for searching, listening and communicating quickly with your customers
  32. 32. Twitter: What you should do
  33. 33. LinkedIn• Do I need to use it? If you would benefit from sharing your background, establishing your expertise, and showing who you are connected to professionally, yes.• Does my business need to be there now? It’s much more important for companies interested in hiring, and/or conducting b2b business, but can be a very powerful tool for establishing expertise as well
  34. 34. LinkedIn: What you should do
  35. 35. In the business world…• Over 41% of LinkedIn users have generatedbusiness from it• 70% of Americans use it for job searches• 85% of US Companies use it for recruiting How can you use LinkedIn?
  36. 36. Building your networks• Quality more important than quantity• Start with your existing network• Export them from your Outlook or CRM system• Leverage free email account address books (yahoo!Gmail, hotmail)
  37. 37. LinkedIn’s Guide to Small Business Success Series
  38. 38. Foursquare• Do I need to use it? If you enjoy showing businesses that you frequent them, and if you’re just a wee bit competitive, it is a fun tool to use. Great for deals or visiting new areas• Does my business need to be there now? If your business is retail, hospitality-oriented, a restaurant or bar, we highly recommend leveraging Foursquare. It is a powerful tool to offer deals, recognize your best customers, and monitor what customers are saying about you on the Web.
  39. 39. Foursquare: What you should do
  40. 40. Pinterest
  41. 41. Pinterest: What you should do
  42. 42. Google+ (G+)• Do I need to use it? If you enjoy Facebook for the social aspect, or Twitter for the opportunity to see the news and content you should be reading, you’ll enjoy G+• Does my business need to be there now? We recommend businesses to strongly consider it because it dramatically increases search engine rankings, but can repurpose content
  43. 43. Google+ : What you should do
  44. 44. YouTube: 2nd largest search engineProfessionally designed page
  45. 45. YouTube: What you should do
  46. 46. Search & Reputation Management
  47. 47. The Web & Mobile have gone LOCAL • 1 out of every 5 searches has local intent • 1 out of every 3 mobile searches has local intent and mobile is up 40% from last year - For Bing, 53% of mobile searches have local intent - On average, 50% of users interested in local mobile couponsSource: Gregg Stuart 15miles
  48. 48. Search Engine Optimization• SEO = search engine optimization• Search engines are the primary way people find Web sites (and they primarily rely on first page of results)• Nearly 70% of people that research online pre-purchase use search**Harris Interactive
  49. 49. On page SEO Page Title: URL Important to Can contain tell search keywords that engines what search the page is engines will about pick up Headings: Search Site Copy: engines Is also understand important to they are more establish important relevance, than other particularly copy boldMeasure your page rank with Google toolbar
  50. 50. The key is Reputation Management… And you need it now more than EVER!
  51. 51. Listing Management • The backbone of search are a series of directories throughout the web What matters? • Accuracy: Ensure that business listings contain the correct information • Distribution: Disperse listings to multiple distribution channels • Signal Strength: Business listing is accurate and identical across multiple channels • Enrichment: Add additional information/features to listingsSource: Gregg Stuart 15miles
  52. 52. What can it do for my business?• Connect you directly with the BDN’s engaged andaffluent audience with your message• Allows you to post your stories, events, and couponswhenever you want to!• Saves you time – schedule your posts in advance andalso send them to your Facebook or Twitter pages, canalso be used as blog on your web site• Helps you rank higher on Google and other searchengines
  53. 53. SEM / PPC marketing
  54. 54. Content & Email Marketing
  55. 55. Content is king• One of the largest determining factors in how well your site performs on search is the quality, relevancy, amount of and freshness of your content – and keywords!!• Carefully consider your site content and how it incorporates words people will search for you by• Can you / should you blog? Try BDN Maine Marketplace
  56. 56. Content is king• Can you establish yourself as an expert and/or resource?• Blog suggestions: • Top 10 FAQ about your business • Overcome objections • Consider – what do people type in to search engines that you can answer?• PLAN!
  57. 57. E-mail marketing• When done well (the right message, the right frequency), e-mail marketing can be an extremely effective tool to communicate with customers and prospects• Two main types of e-mail marketing: e- newsletters and e-offers• How can you be PERSONAL (birthdays?)• With either, content must be compelling, with calls to action
  58. 58. E-mail marketing• Tips: • Have a well-designed template: look professional • Keep it short & sweet: let people find what they want quickly • Build and cultivate your lists & relationships • Allow for opt-out WITH options• Several tools exist to make this simple – two we recommend: • •
  59. 59. Content & Email Marketing: What you should do
  60. 60. Remember: New marketing tactics
  61. 61. Utilizing social media to drive traffic to your web site: How do they relate? What content goes where? What address do I promote?How do I increase traffic to my site?
  62. 62. How is communicating via social media different?
  63. 63. Best way to learn how to master social media sites? USE THEM Watch peers or bring in some help
  64. 64. The impact of blogging: Search engine optimization Ability to engage customersContent can be leveraged on social mediaNeeds to be done well, can be time consuming
  65. 65. One of the most common questions:HOW do I find the time?
  66. 66. Tools you can use• Sprout Social• Postling• Hootsuite• There are MANY others available - visit and search “99 tools to generate leads with social media”
  67. 67. Biggest tip for today:Have a clear content plan
  68. 68. What we do
  69. 69. Packages for: - online marketing strategy development - content plan development- social media and blog managementFull service digital marketing agency
  70. 70. Marketing online can be very effective and affordable and social media needsonly a moderate financial investment
  71. 71. However, it is not free…
  72. 72. …it does cost time and skilled people
  73. 73. Or, let us do it for you while you run your business!