This 34-page slide decks is dedicated to helping small business owners who are leveraging social media to implement eMarketing initiatives, such as advertising, boosted posts, video cards, and more. In addition to the slide deck there is a series of handouts to compliment the session. You may find them on the Penheel Marketing Website at Penheel.com/Speaking-Engagements.

1. Leveraging Digital Marketing and Social
Media inYour Business
Presenter:Becky Livingston,Penheel Marketing

2. About the Speaker 1
Becky
Livingston
ü Owner
Penheel
Marke-ng
ü 25+
years
of
marke-ng
and
technology
experience
ü 14
years
in
the
financial
services
industry
ü Social
Media
&
Digital
marke-ng
professional
ü Public
speaker
and
trainer
ü Frequent
guest
blogger
ü Dog
and
shoe
lover

3. Agenda
• The ins and outs of eMarketing on the major
social media platforms
• Tips for using search engine marketing for
Google,Yahoo and Bing
• Case studies and best practice examples
2

4. What is eMarketing
eMarke-ng
is
a
recent
component
of
organiza-ons'
integrated
marke-ng
communica-ons
plans.
Integrated
marke-ng
communica-ons
is
a
principle
organiza-ons
follow
to
connect
with
their
targeted
markets.
3

5. Why do we need it?
• Increase brand reach
• Promote product or service
• Grow fans/followers
• Reach new audience members
• Split test a product/service
• Gain new leads
4

6. Consists Of
• Email
• Website
• Digital Content (eBooks,whitepapers,downloads)
• Social Media
• Video
• Any online content to support the business
5

7. Ins and Outs
1. Know your audience and where they spend
time online (social platforms,websites,etc.)
2. Create a content calendar to post content
frequently
3. Listen,respond,share
4. Report and Measure
5. Revise as needed
6

8. Social Marketing - Paid
• Facebook – boosted posts and ads
• LinkedIn – sponsored updates and campaigns
• Twitter – cards and scheduled tweets
• YouTube – video ads
• Email – split testing and drip campaigns
7

9. Facebook Boosted Posts
• Spend from $5 - $20 per day on boosted posts
• Spend $$ - $$$ for larger audience
8
Must be a company page. Not
a page created from within a
personal account.

10. Facebook Boosted Post HowTo 9
Ac0vity

11. FacebookAds – HowTo 10
Ac0vity

12. LinkedIn Campaigns
• CPC Campaigns
• Sponsored Posts
11

13. LinkedIn CPC
• Compelling.Use attention-grabbing words that your audience will
respond to.
• Action Phrases.Include a call-to-action phrase to alert the viewer to do
something,such as“Download Now!,”“OrderToday,”“Don’t miss this
chance!,” and more.
• Images.There are a variety of sizes available.
• Multiples.Create more than one ad for each campaign.Vary the ad text,
call-to-action phrase,and images.This works well when split testing a
campaign
• TargetAudience:Geography,industry,job function,job title,Group
• Budget:Spend some during the week day and some on weekends.
12

14. LinkedIn CPC Campaigns 13

15. LinkedIn Sponsored Updates 14
Handout

16. Twitter 15
1 2 3 4
Select
Objective
Target
Audience
Set
Budget
Measure
Optimize

17. Twitter Cards & ScheduledTweets 16
Summary Card: Title, description,
thumbnail, and Twitter account
attribution.
Summary Card with Large Image:
Similar to a Summary Card, but
with a prominently featured image.
App Card: A Card to detail a mobile
app with direct download.
Player Card: A Card to provide
video/audio/media.

18. TwitterTargeting Options
• Device (desktop,laptop,mobile,tablets,etc.)
• Carrier (iOS“i” products, Android)
• Mobile carrier
• Gender
• Location
• Language
17

19. Twitter 18
Handout

20. YouTube Stats
• YouTube has more than 1 billion users
• Every day people watch hundreds of millions of
hours onYouTube and generate billions of views
• 300 hours of video are uploaded toYouTube every
minute
• ~60% of a creator’s views comes from outside their
home country
• Half ofYouTube views are on mobile devices
• Mobile revenue onYouTube is up over 100% y/y
19

21. YouTubeAds
• Budget control
• Target audience:gender,interest,location
• Built-in analytics
20

22. YouTube 21
Case
Study

23. Email Marketing
• 4.3 billion email accounts by 2016
• 91% of consumers check email 1x/day
• 82% of consumers open emails from companies
• 66% of consumers have purchased online from email
• 64% ofAmerican online have printed a coupon from email
• 74% of consumers prefer to receive communications from biz
• 85% of U.S.retailers consider email marketing one of the most
effective customer acquisition tactics.
22
Source: Staples https://www.pinterest.com/pin/219550550561268749/

24. Email SplitTests 23

25. Email 24
Ac0vity

26. eMail Drip Campaign for Leads
1. Company introduction
2. Blog post and key message
3. Outside thought leader article
4. eBook or whitepaper download
5. Case study
6. Infographic
7. Ask for a meeting
25
Handout

27. Search Engine Marketing
• Ad formats
– Text
– Graphical / Image
– Video
26

28. SEMAd Samples 27
They also
look like
this!

29. SEMAd Components 28
100
25

30. SEM Keywords 29
3 Steps
1. Expand
2. Group
3. Refine

31. SEM Keywords,cont. 30
In addition to the
built-in keywords
tools in each SEM
platform, you can
find additional terms
via search.
This is great to also
find negative terms,
in this case
“Starbucks” and
“Whole Foods” if
you don’t want your
ad to show up for
those searches.

32. SEMTextAd Limitations 31

33. SEM Recon - iSpionage 32
iSpionage

34. Who is Penheel Marketing?
Social media and digital marketing consulting firm for CPA firms, small
businesses, and non-profits.
Marketing Analytics
Website analytics, online
advertising analytics. See
which sources are generating
the most leads.
Email
Send personalized, segmented
Emails based on any information
in your contact database.
Search Engine Optimizations
Improve your rank in search
engines by finding and tracking
your most effective keywords.
Lead Management
Track leads with a complete
timeline-view of their interactions
with your firm.
Blogging
Create blog content quickly
while getting SEO tips and
best practices pointers.
Social Media
Publish content to your social
accounts, then nurture leads
based on their social engagement.
h=p://penheel.com/speaking-­‐engagements/