Presentation to Maine Self Storage Association for their workshop on online marketing at their annual conference by Shannon Kinney of Dream Local Digital
17. 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!
18. 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
19. 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 friends
Source: Facebook
33. Understanding NFO and EdgeRank
• Affinity – how close you are to the person creating the
content
• Weight – the more likes, comments, tags, the stronger
the weight
• Time – how recent is it? Time your posts!
34. 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
35. Pull in blogs or feeds
- Apps to use: RSS Graffiti, Dlvr.it, NetworkedBlogs
36. Outbound Marketing
• Posts
• Comments
• “Likes”, Featured Likes
• Grow your audience, business outreach
37. Fan Base Growth: Promote your page
• On your web site
https://developers.facebook.com/docs/reference/plugins/like
-box/
• Email signatures
• Signs in location, on vehicles
• Stationary
• All marketing – when in doubt of what to
promote, promote Facebook
38. 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
39. Facebook Ads
• Powerful targeting
• Like search marketing but different
• Search = keywords, demand fulfillment
• Facebook = interests, demand generation
41. 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!
42. 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
45. 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
47. In the business world…
• Over 41% of LinkedIn users have generated
business from it
• 70% of Americans use it for job searches
• 85% of US Companies use it for recruiting
How can you use LinkedIn?
48. 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)
49. LinkedIn’s Guide to Small Business
Success Series
http://smb.linkedincreatives.com/
50. 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.
54. 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
59. 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
coupons
Source: Gregg Stuart 15miles
60. 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
61. 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 bold
Measure your page rank with Google toolbar
http://toolbar.google.com/T4/index_pack_xp.html
62. The key is Reputation Management…
And you need it now more than EVER!
63. 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 listings
Source: Gregg Stuart 15miles
64.
65.
66. What can it do for my business?
• Connect you directly with the BDN’s engaged and
affluent audience with your message
• Allows you to post your stories, events, and coupons
whenever you want to!
• Saves you time – schedule your posts in advance and
also send them to your Facebook or Twitter pages, can
also be used as blog on your web site
• Helps you rank higher on Google and other search
engines
71. 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
72. 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!
73.
74. 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
75. 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:
• Mailchimp.com
• Constantcontact.com
78. 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?
80. Best way to learn how to master
social media sites?
USE THEM
Watch peers
or bring in some help
81. The impact of blogging:
Search engine optimization
Ability to engage customers
Content can be leveraged on
social media
Needs to be done well, can be
time consuming
82. One of the most common
questions:
HOW do I find the time?
83. Tools you can use
• Sprout Social
• Postling
• Hootsuite
• There are MANY others available - visit
hubspot.com and search “99 tools to generate
leads with social media”
86. Packages for:
- online marketing strategy
development
- content plan development
- social media and blog management
Full service digital marketing agency
87. Marketing online can be very effective
and affordable
and social media needs
only a moderate financial investment