Social & Content Marketing strategies for SME's - Alina Iordache
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Alina Iordache, international speaker of SEMrush, was at Digitalzone Meetups on 27 March 2018. Her topic was ''Social & Content Marketing strategies for SME's''
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Social & Content Marketing strategies for SME's - Alina Iordache
- 1. @AlinaOIordache Alina Iordache How to optimise Social&Content Marketing Strategies for SME’s
- 2. 2 Marketing strategies for SME’s Steps to win customers online Agenda About SEMrush Key objectives @AlinaOIordache How to build effective content marketing strategies
- 3. @AlinaOIordache copyright 2018 SEMrush • SEMrush- Marketing Toolkit for all digital marketing professionals • Awarded as Best SEO Software Suite in 2017 AboutSEMrush
- 4. Statistics 3 4 offices 500+ employees 9 years 140 regional databases 2,000,000+ users
- 7. TheResult 8 Strategical Level •Drives greater ROI •Ensure accurate forecasts •Optimise budget spending •Embrace the growing expectations of customers •Build lasting relationships Functional Level •Total transparency •Maximum efficiency •Deep analysis •Accumulated knowledge base •Easy to use •Broad and diverse functionality SEMrush generates value for digital marketing teams by creating a complete Business Marketing experience
- 8. Toolkit 8 • Keyword Magic Tool • On Page SEO checker • Site / Backlink Audit • Position Tracking • SEO content Template •Link Building Tool SEO • Ads Builder • Keyword Magic • Advertising research • Display Advertising • PLA Research PPC • Position Tracking • Keyword Gap • Backlink Gap • Traffic Analytics • Advertising Research • Social Media Trackerr • Social Media Poster • Marketing Calendar •Brand Monitoring Social Media • Content Audit • Topic Research • SEO Content Template • Marketing Calendar • Brand Monitoring Content Competitors Analysis
- 9. copyright 2018 SEMrush LifecyclephasesofanSME Startup Product orientation and gaining consumers acceptance Growing Experimenting various marketing techniques Established Development of the marketing style and practice Uncontrollable marketing position & Reactive marketing strategies Controllable marketing position& Established marketing strategies Source: Strategic management in small and medium enterprises by Analoui, Farhad@AlinaOIordache
- 10. copyright 2018 SEMrush Marketingconcept forSME’s Source: Essentials of Entrepreneurship and small business management- Thomas Zimmerer and Norman Scarborough Needs Demands Wants Satisfy needs Provide convenience and value Customer Product Impact on the entire company @AlinaOIordache
- 11. copyright 2018 SEMrush SMEmaingoal Buildthecustomerspipelineandwintheirloyalty Source: Strategic management in small and medium enterprises by Analoui, Farhad @AlinaOIordache
- 12. copyright 2018 SEMrush Here’showbuildingastandardmarketingstrategylookslike Marketing strategy Source: Strategic management in small and medium enterprises by Analoui, Farhad@AlinaOIordache A. Define target market- looks at the costumers needs and wants B. Chose market mix approach-determine how the company can and should satisfy customers.
- 13. copyright 2018 SEMrush But an effective marketing strategy it’s innovative and creative Source: Strategic management in small and medium enterprises by Analoui, Farhad @AlinaOIordache copyright 2018 SEMrush
- 14. 01 02 03 05 04 5Easy Steps 14 Find a niche and fill it in Don’t just sell, entertain Strive to be unique Create a business identity Connect emotionally An effective marketing strategy is focused on values and emotions Source: Strategic management in small and medium enterprises by Analoui, Farhad @AlinaOIordache
- 15. copyright 2018 SEMrush ThestoryofPinocchio-giveyourbrandapurpose Source: The Pinocchio Effect-Jason Theodor Source: Giphy.com @AlinaOIordache
- 16. “A brand is what people say about you when you are not in the room” Jeff Bezoes @AlinaOIordache
- 17. 17 Final Goal Win customers loyalty 1 2 3 4 5 6 Brand vision and culture Define company purpose and values Presentation Reflecting consumer aspirations and self image Positioning What the brand is, who is it for and what it offers Personality Developed through associations and interactions with customers Relationship Congruence between the brand and consumers values Reputation Actions and results that define the ability to deliver desired outcomes Brand Identity Road Map Source: Emotional Brand Attachment_ Marketing Strategies for Successful Generation- Katie Bilotti @AlinaOIordache
- 18. @AlinaOIordache Emotions are actively constructed simultaneously with encounters between people 18 Source: Emotional Brand Attachment_ Marketing Strategies for Successful Generation- Katie Bilotti Customer experience is vital to your business And that is why
- 19. 19 Optimise your content Build a word of mouth strategy Reward and motivate Hereiswhatyouneedtodo… 3Easy Steps @AlinaOIordache
- 20. copyright 2018 SEMrush PrestaShop Unbounce Magento Ifyouwanttowinmorecustomersonline.. Google Analytics 360 SEMrush SEMrush Sprout Social Audience Create a website that converts Attract traffic to your website Build social media community @AlinaOIordache
- 21. copyright 2018 SEMrush 1. Attention 2. Interest 3. Desire 4. Action How to do that? 1.Provide content for targeted traffic Blog, publications, video, tweets, webinars, case studies 2. Build and maintain a community on a foundation of trust-“word of mouth” Google Rating, Website& Social Media Reviews,Incentive Program , Whitepaper, e- books 3. Reward and motivate Loyalty program,”What’s your opinion”, Free trials/offers @AlinaOIordache
- 22. @nomerelatore22 Self esteem Public self consciousness Product involvement Emotional brand attachment Is the brand keeping me involved regarding their products/services updates? • Is the brand raising my self esteem through their products/ services? Is my consummation choice reflecting a favourable public image? Source: Emotional Brand Attachment_ Marketing Strategies for Successful Generation- Katie Bilotti Emotional Attachment -Model 1
- 23. 23 Emotional Attachment -Model 2 Source: The ties that binds @AlinaOIordache
- 24. @nomerelatore24 ProductMoney Equity Experience Energy Hallmark's Value Star system Source: Hallmark emotional marketing Emotional Attachment -Model 3
- 25. @AlinaOIordache Experience: Is it pleasant to interact with the company? Equity: Does the company share your values? Energy: Does the company respect your time? Emotional Caring Index 25 Source: Hallmark emotional marketing
- 26. @AlinaOIordache Attract users-relevant and emotional content; Exhibits expertise-write on renowned publications; Credible-use data/research studies; Accessible- tailored for mobile/desktop; Educational-train/inform your audience; 26 Source: The 50 best marketing strategies for small business-Mikemichalowicz An effective piece of content should
- 27. @AlinaOIordache 27 Herearesomeexamples… “How to “ educational posts Infographics that attracts Blog accesible on computer, tablet and mobile Source: Youtube Source: Top 7 infographics that went viral Source: Your site is mobile friendly
- 28. @AlinaOIordache 28 Emotional short and easy content to consume • Emotional Headlines: affection, connection, passion • Tweets • Short videos Source: Smart Insight
- 29. @AlinaOIordache 29 Content that engages rather than sells • Blogs; • Webinars • Videos, • Case studies • Articles Source: Smart Insight Source: Smart Insight
- 30. @AlinaOIordache 30 Content that influence decisions • Whitepapers • Ebooks • Online forums • Social media engagement Source: Smart Insight Source: Smart Insight
- 31. copyright 2018 SEMrush Toolsyoucanuse tocreatenewcontent Source: Answer the public@AlinaOIordache
- 33. copyright 2018 SEMrush What you will get? • Always new topics; • Topics popularity estimation; • Answers to users questions. @AlinaOIordache
- 35. copyright 2018 SEMrush • How well your content answers different types of user queries ? • How relevant a certain topic may be for your target audience? Whatwillyouget? @AlinaOIordache
- 37. 37 Get your #company and ask your customers to use it. Show them how by frequently using in in different campaigns Hold a photo contents with give away prizes Send them gifts/free products to test Post photos with your customers on your social media/website Here’show… Source: Digitaldoughnut.com Source: YoutubeSource: Yotpo.com Source: Instagram Maya.06 @AlinaOIordache
- 38. 38 Optimise your content Build a word of mouth strategy Reward and motivate Hereiswhatyouneedtodo… 3Easy Steps @AlinaOIordache
- 39. 2017 top benefits of social media marketing Increased exposure , traffic and loyal clients. Social Media Examiner 2017 study @AlinaOIordache
- 40. B2C marketers focus on Facebook and Instagram B2B marketers focus on Linkedin and Twitter B2CvsB2B-whatplatformdotheyuse? @AlinaOIordache
- 41. copyright 2018 SEMrush The best free advertising campaign is the “word of mouth” copyright 2018 SEMrush@AlinaOIordache
- 42. copyright 2018 SEMrush REVIEWS AND RECOMMENDATIONS Trust & Credibility Be transparent Engage emotionally Handle constructively complaints @AlinaOIordache Source: Smashballon
- 43. copyright 2018 SEMrush Source: Youtube@AlinaOIordache
- 44. copyright 2018 SEMrush The top choice for a customer care channel is social media but 89% of social media messages to brands go ignored. The average response time for a brand to reply on social media to a user is 10 hours while the average user will only wait 4 hours. Source: Sprout Social @AlinaOIordache
- 45. copyright 2018 SEMrushSource: Brand Engagement @AlinaOIordache Understand customer engagement •behavioural engagement (actions) •emotional engagement (feelings) •cognitive engagement (thoughts)
- 46. copyright 2018 SEMrush Funny Brands Tweets DON’T COMMENT THIS WAY: @AlinaOIordache Source: Funny Brands Tweets
- 47. copyright 2018 SEMrush DO COMMENT THIS WAY: Source: GETSPOKAL @AlinaOIordache
- 48. copyright 2018 SEMrush 1. Face your bad reviews; 2. Thank your customers for sharing 3. Briefly apologise 4. Explained what happened and what you are going to do about it; 5. Reinforce the positive message 6. Treat the situation as an opportunity to learn and show that you care Source: Customers Complaint @AlinaOIordache
- 49. copyright 2018 SEMrush Here is how to apply it… Source: Review Trackers @AlinaOIordache
- 50. 50 Optimise your content Build a word of mouth strategy Reward and motivate Hereiswhatyouneedtodo… 3Easy Steps @AlinaOIordache
- 51. copyright 2018 SEMrush Reach out and show that you care• Greeting on anniversaries; • What do you think about it? • Do you want to try our new product/service? • Here is an offer that might interest you; • For being our loyal customers you get. copyright 2018 SEMrush @AlinaOIordache
- 52. copyright 2018 SEMrush And justlikePinocchiowillberewarded…. @AlinaOIordacheSource: Disney
- 53. 3 objectives to keep in mind @AlinaOIordache
- 54. Objective #1 Optimise your content and in 2018 increase the usage of… videos visuals blogging live video podcasting Social Media Examiner 2017 study @AlinaOIordache Gyphy
- 55. Objective #2 Use social media in 2018 for at least 6 hours per week…. Grow business partnerships Increase posting frequency Learn about Facebook messenger and similar apps Social Media Examiner 2017 study @AlinaOIordache Gyphy
- 56. Objective #3 Network strategically in 2018 - join online and offline communities.. Social Media Examiner 2017 study @AlinaOIordache Gyphy
- 57. copyright 2018 SEMrush “A good relationship starts with a good communication” copyright 2018 SEMrush@AlinaOIordacheSource: Blog Blinkboy59