Mastering social media marketing for small business success
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This document provides strategies for small businesses to effectively use social media marketing. It discusses establishing a social media presence on major platforms to promote a brand through shareable content and customer feedback. Social media marketing can benefit businesses through brand building, improved awareness, word-of-mouth advertising, and increased trust and loyalty. It also discusses using social channels combined with traditional selling methods to network, generate leads, build credibility and conduct sales research. The document provides tips for small businesses to level the playing field with larger competitors by integrating social media into their marketing plans and connecting with customers by being more nimble and responsive online. It stresses the importance of understanding ideal customers and having a clear social media strategy and objectives focused on serving those customers.
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Mastering social media marketing for small business success
- 5. SocialMedia Marketing Isaboutpromotingyourbrand. Itinvolves establishingasocialmediapresenceon major platforms.Itinvolves creating shareablecontent.Itinvolves cultivating customerfeedback.
- 6. SocialMediamarketingbenefits Brandbuilding,improvedbrandawareness, word-of-mouth advertising, increasedcustomer andtrust andloyalty, Increasedaudience reachandinfluence
- 8. Buyerbehaviourhaschanged 92%ofbuyersignore unsolicitedphoneandemail contacts. 70%ofbuyersstartresearching optionswithoutsales contact. Data from Nimble Marketing
- 11. Thesmallbusinesschallenge Socialmedia–oftennotintegratedto marketingplan Treatedasseparateactivities Socialmediaconsidered mysterious, intimidatingbymany Oftenconsidered atimesuck Smallbusinessoverwhelmed bychoices Notsure howtoconnect withcustomers
- 12. Somestatistics*… Smallbusiness&socialmedia • 80%ofmarketersindicatethatsocialmediaisimportanttotheir business • Socialmediamarketingbudgetsare poisedtodoubleinthenext5years • 74%ofallmarketerssayFacebookisimportanttoleadgeneration strategies • 92%ofconsumerstrustsocialmediarecommendations morethanany other kindofrecommendation • 100%ofbusinessdecision-makersusesocialmediatomeetobjectives • 53%ofpeopleonTwitterrecommend companiesand/or productsintheir tweets.48%deliverontheirintenttobuythat product • WhyshouldyourIdealClientchooseyou? *Social Media Examiner
- 13. Thebenefitsofsocial mediamarketingmastery? Integrated marketingplan finetuned businessgoals Socialmediamarketingcomplementstraditionalmarketingefforts Avoidthecoldsell customers pre-qualifythemselves; alreadyfansofyour product(s) Focusedattentiontocustomers Avoidwastingtime,effort &moneybyknowingwhoandwhereto focus Workonthekeyfacetsofyourbusiness
- 17. Doyouknow… Yourbusiness mission&vision? • Whatyouwanttoaccomplishinyour business? • Yourmarketingplan? • Torefertoyourmarketingplanonaregular basis? • Howyou’ve positionedsocialmediamarketinginyourbusiness? • Yourmarketingmaptosuccess? • YourIdealClient? • WhyshouldyourIdealClient chooseyou?
- 18. Yoursocialmediapurpose… Checkanythatapply.Doyouwantto usesocialmediato: • Buildyourbrand? • Driveleadstoyour business? • Provideongoingcareforexistingcustomers? • Buildyourauthority? • Createanddeliver publicity-focusedinformationinandforyour business? • Anyotherreasonstousesocialmediainyourbusiness?
- 19. Whoareyoutryingtoconnectwith? Whoisthisperson? Customer profilestellthestory Whyshouldyoucare? • Focusonthoseready,willingandable tobuyfromyou • Keepa lidonunwarrantedexpenses • Promote yourbusinessforrelatively smallinvestment • Investintherighttoolsto reachyour idealclient • Track&measure yoursuccess
- 20. Canyoupicturethisperson? Howwellcanyoudescribe your idealclient? DoYouKnow.. • Whattheygenerally doforaliving? • Their averageincome? • Whattheycareaboutatworkorathome? • Wheretheyspendtheirtimeonline? • Whatthey spendtheirmoneyon?
- 21. Blogs & Forums Social News Media Sharing Micro blogging Bookmarking Social Networks Sixtypesofsocial Media • SocialNews • SocialNetworks • Bookmarking • Microblogging • MediaSharing • Blogs&Forums
- 22. Mediatypesdefined SocialNetworks • Allowsyoutoconnectwithothers • Sharedbackgrounds andinterests • Profiles,variouswaystointeract • CancreateGroups BookmarkingSites • Servicesallow sharing,organizing&managementoflinkstovarious websitesandwebresources • Mostallowtaggingforeasysearch Social Networks Value: Connect socially/professionally With peers, influencers, customer Support. Use to grow your mailing Contact list. Bookmarking Value: Build authority, increase following Post frequency: submit relevant Articles once
- 23. Mediatypesdefined SocialNews • Servicesallowpostingofnewsitems/links • Communityvotingkeytoprominence • Communitydecides whatgetsseenbymostpeople MediaSharing • Servicesallowusers touploadandshare(pictures/video) • Usuallyhasadditionalsocialfeatures • Profiles • Comments, etc Social News Value: Build authority, connect with influencers Post frequency: once per article Community “votes” on Relevance/popularity Media Sharing Value: Build authority, build following Posting frequency: project based
- 24. Mediatypesdefined MicroBlogging • Shortupdatesforsubscribers • UpdatesinReal-time • Peoplesubscribetoreceive updates Blogs&Forums • Blogssupport specifictopics • Forumsallowonlineconversations bypostingmessages • Bothallowcommentingandrequire additionalmonitoring Micro blogging Value: Connect with various audience categories in real time Posting frequency: 4x day+ Blogs & Forums Value: Build thought leadership. Your social media hub centre. In your control Posting frequency: On a regular schedule
- 26. Current Clients/connections Potential clients Vision statement needs Product promotion Yoursocialmediafocus
- 27. Youridealclientchecklistresults Tellsyouwho,what,whereand how… DoYouKnow.. • Thisinfoprovidesyourfocus? • Thisinfowillreduceyouroverwhelm? • They’vetoldyouhowtheywanttoconnect withyou • Thiswillhelpyou createyourfuture products/services? • Helpinfowilleliminatethehardsell
- 28. Youhaveyourpictureofthesocial mediamarketingobjectives foryour business Theroadmap.. • Wheretostartfocused onmastery • Areminderthatit’snotaboutyou–it’s aboutyourclient • Validatesyour decisions • Pointstoyourfutureproducts/services • Eliminatesthehardsell
- 29. Yoursocialmediachoices Letyourclientsleadtheway • Bewaryof“group think” • Doesitserve yourbusiness? • Betrue toyourmission&vision • Makethe bestuseofyourresources • Time,moneyandenergy Whatworksforoneindustrymaynotworkforanother
- 30. Yoursocial mediachoices Whatwillyouuse? Inwhatorder? Whatwillyouneed? Startsmall! Add and number your social marketing choices that will support your ideal customer. Start with the most important Item in the centre. Be prepared to discuss your choices.
- 31. Yournextsteps Willyouneedto… • Learnaboutthismediaplatform? • Managethisyourself? Areyou… • Beingtruetoyourmission&vision? • Makingthe bestuseofyourresources • Time,moneyandenergy
- 32. Areyouready? Doyouwanttomaster… • Socialmediasellingforyourbusiness? • Socialmediamanagementyourself? Areyou… • Readytotakeyouractionstothenextstep? • Readytomakethe bestuseofyourresources • Time,moneyandenergy Connect withSkillsClickTrainingformoreinformation info@skillsclick.com