Social Media and Online Marketing Made Simple Series: An introduction to Online Marketing success for Small Business Owners and Entrepreneurs. (updated)
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In this series you will learn the essentials of social media marketing and online marketing for small businesses and entrepreneurs. With billions of social media users, learning how to design and use the right social media channels for your business is crucial. But you need to approach your social media and online marketing activities strategically to get real results. So, in this series we’ll share proven social media tips and strategies you can use to reach your business’s goals. By the end of the series you will choose a platform to go “all-in”. Have a plan of action and tools you need for success. Who Should Attend: • Small Business Owners • Start Ups • Those just getting started with Social Media • Those interested in understanding how social media works Class One: Introduction to Online Marketing & Social Media: In this class you will learn what online marketing is, an introduction to social media channels, how to evaluate what’s right for your business, and what you’ll need to get started. Worksheet available for download at: http://bloggerithm.com/blog/intro-online-marketing-social-media-scheduling-slides-viewing/
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Social Media and Online Marketing Made Simple Series: An introduction to Online Marketing success for Small Business Owners and Entrepreneurs. (updated)
- 1. Taught By Molly O’Kane
- 2. You Have a Great Product or Service
- 3. BUT it doesn’t seem like any one can find it
- 4. LET ALONE SHARE IT OR CLICK THRU!
- 5. Does the Internet think I’m a LOSER?
- 8. Today we are going to take your from
- 10. What is the hardest part about online marketing & social media?
- 11. Why are you excited about this class?
- 12. My Promise to You 1. Social Media & Online Marketing 2. Loads of ideas to try out 3. There are tools to make your life easier! In about 3 hours you’re going to learn:
- 14. Meet Molly Social Media & Marketing Consultant for San Francisco Small Business Development Center With over a decade of starting new programs from scratch, speaking, and most importantly, real-life, in-the- trenches business experience. I started helping small business owners over three years ago deal with the sometimes overwhelming marketing, advertising & social media aspects of starting a new business.
- 16. What is Online Marketing? “Online marketing is any effort to spread the word about your company that uses the internet to reach people.”
- 17. 7 Types of Online Marketing 1. SEO (Search Engine Optimization) 2. SEM (Search Engine Marketing) 3. Content Marketing 4. Social Media Marketing 5. Paid Per Click Advertising 6. Affiliate Marketing 7. Email Marketing
- 18. Why Should I Care About Online Marketing? https://youtu.be/Etehd_GaHks
- 19. 82 92 97 97 98 77 84 92 95 97 65 74 83 83 87 27 43 60 66 66 0 10 20 30 40 50 60 70 80 90 100 2005 2010 2015 2016 2018 Internet Use by Age Over Time 18-29 30-49 50-64 65 or older Pew Research July 2018 Every year more adults are using Internet Best Ideas all in One Place www.Bloggerithm.com
- 20. 94% 89% 73% 46% 91% 81% 60% 34% AGE 18-29 AGE 30-49 AGE 50-64 65+ Smartphone Ownership 2018 Smart Phone Ownership 2016 Pew Research July 2018- Smart Phone Ownership
- 21. Pew Research July 2018 Every year more adults are using Social Media 12 78 90 88 8 53 77 78 5 33 51 64 2 11 35 37 0 10 20 30 40 50 60 70 80 90 100 2005 2010 2015 2018 Young Adults Still Are the Most Likely to Use Social Media 18-29 30-49 50-64 65 or older
- 22. Powerful Online Marketing On Small Budget Social media & Online advantages: • Free (sometimes) • Branding tool • Builds consumer loyalty, community • Listen to your customers Social media disadvantage: • Return on relationship takes time (3-6 months)
- 23. Close your eyes and think of your best customer
- 24. WHERE? Who? Who are you trying to reach? The more specific the easy it will be What? What are they searching for? What words do they use on google & What signals buying intent? Where? Where are they hanging out? Where are they doing research prior to purchase? WHO? WHAT? SALES HAPPEN & MONEY IS MADE WHEN.. Best Ideas all in One Place www.Bloggerithm.com/blog
- 25. Age Who? Get out those worksheets! Generation Y
- 26. http://www.pewinternet.org 81% 64% 40% 34% 91% 29% 68% 27% 78% 40% 27% 34% 85% 33% 26% 32% 65% 21% 19% 26% 68% 24% 10% 17% 41% 10% 8% 16% 40% 9% 3% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Instagram Twitter Pinterest YouTube Linkedin Snapchat WhatsApp % Users by Age in 2018 18-29 30-49 50-64 65+
- 27. Gender: Who? Get out those worksheets!
- 28. http://www.pewinternet.org 62 30 23 16 75 25 23 20 74 39 24 41 72 25 31 24 FacebookInstagram Twitter Pinterest YouTube Linkedin Snap Chat Whats App Adult Users: Male/ Female percentages 2018 Male Female
- 29. Location: Who? Get out those worksheets!
- 30. ? More Demographics: Who? Get out those worksheets! • Life Events i.e. marriage, baby • Work • Income • Family & Relationships • Education • Political • Ethnic Best Ideas all in One Place www.Bloggerithm.com/blog
- 31. What? Get out those worksheets! • What words are they using to search for your product? • How do they talk about your product? • Are there any signals that let you know they are ready to buy or are shopping for what your business does? • What are they buying the product for?
- 32. Break Time: 10 minutes
- 33. Hashtag Free Ideas & How to for Business Growth www.bloggerithm.com What is a Hashtag? A tool that allows others to find your content, based on topics.
- 34. For example: (Brand Keyword Hashtags) #mybrandname #mensfashion #mensaccessories #mensgoods #fashion #mensstyle #instafashion #menswear More on: Hashtag (activity) Hash Tags: 5- 10 popular tags that describe my brand and product offering overall.
- 35. For example: (Product Category Keyword Hashtags) #bugatchisocks #happysocks #corgisocks #socks #sockswag #socksoftheday #sockgame #sockswagg #socksofinstagram #happysockday #sockwars #funsocks #happysockday More on: Hashtag (activity) Hash Tags: 15-20 popular hashtags for each category of products.
- 36. For example: (Location Specific Keyword Hashtags) #Toronto #TorontoFashion #TorontoFashionBloggers More on: Hashtag (activity) Hash Tags: 3-5 Location Hashtags
- 37. For example: • (Brand Keyword Hashtags) #mybrandname #mensfashion #mensaccessories #mensgoods #fashion #mensstyle #instafashion #menswear • (Product Category Keyword Hashtags) #bugatchisocks #happysocks #corgisocks #socks #sockswag #socksoftheday #sockgame #sockswagg #socksofinstagram #happysockday #sockwars #funsocks #happysockday • (Location Specific Keyword Hashtags) #Toronto #TorontoFashion #TorontoFashionBloggers More on: Hashtag (activity) Hash Tags: 15-20 popular hashtags for each category of products. 5- 10 popular tags that describe my brand and product offering overall. 3 location tags
- 38. • Hashtagify is a hashtag search engine with data about hashtags. $9.99/mo • RiteTag notifies you when new hashtags emerge for your topic. $49/yr • Google Trends Tools: Hashtag Research
- 39. oogle Trends
- 40. Hashtagify.me See How it Works
- 41. http://www.hashatit.com Search engine for HASHTAGS (#) on your favorite social media websites like Facebook, Twitter, Instagram and Pinterest.
- 42. Where? Get out those worksheets! • Where do they hang out? Online, In person • What are they interested in? • Where do they do their research before making a purchase? Best Ideas all in One Place www.bloggerithm.com/blog Internet, Email, Ask a friend, Social Media, Blogs, Yelp, Google, Meet up groups, Yahoo groups, NextDoor
- 43. Pew Research 2018 68 35 29 25 24 73 27 22 0 10 20 30 40 50 60 70 80 90 100 Facebook Instagram Pinterest Linkedin Twitter YouTube Snapchat Whats App 73% of Adults are on YouTube % of Adult Internet Users
- 44. Who + Where + What Sales + Happy Business Owner
- 45. Break Time: 10 minutes
- 46. Assets Needed For Any Marketing & Social Platform • Images & or Videos • Copy • Bios • Business Information • #Hashtags & Keywords to Focus on
- 47. Assets Needed: Photos Types: • Product • Life Style • Casual • Banners • Ads • Cover Photos • Blog Image
- 48. Content with relevant images gets 94% more views than content without relevant images. So get out those cell phones. Tool Review: Cell Phone
- 49. • Unsplash Free (do whatever you want) high-resolution photos. • Death to Stock Photos Free monthly photos for all your creative needs. For commercial use, your blog posts, social accounts and mockups. • Flickr Creative Commons "Creative Commons is a non-profit that offers an alternative to full copyright.“ Tool Review: Stock Photos
- 51. Videos work when: • Authentic • Entertaining • Evoke Emotion • Personal/Relatable • Useful • Educational Assets Needed: Video
- 52. Tools: Video Do It Yourself • Filmora is an all-in-one home video editing production software that has powerful functionality and a fully stacked. • PowToon – Create animated videos and presentations with PowToon to add a commercial quality experience to your original content. • Abode Spark – Easily create beautiful images, videos, and web pages that make you stand out on social.
- 53. • Upwork Find freelancers and freelance jobs • Fiverr is the world's largest marketplace for digital services. Get logo design, marketing services, whiteboards and more, starting from only $5. Tools: Video Hire
- 54. Some Examples: • EBooks • Podcasts • Guides • Landing pages • Blogs • White Papers Assets Needed: What to Create Copy • Infographic • Case Studies • Surveys • Tutorials • Blog Article • Posts-Social Asset Ideas
- 55. • Feedly – has become the best option for RSS having grown to 7 million users in recent months. Add your favorite blogs and websites to start filling up your feed with content
- 56. • Buzzosumo – Analyze what content performs best for any topic or competitor Including questions
- 57. • Quora – The popular social network is a platform for question and answer discussions. Identify trends from consistently asked questions to inform your content creation efforts. • Twitter – Search trending topics on Twitter to see what is popular worldwide or in a specific region to gain insights on what content to develop. Also search hashtags that are relevant to your expertise and industry to research what subjects of our interest to your existing audience and potential audiences. • Reddit – Discover what’s trending worldwide on Reddit for content inspiration on a variety of topics from across the web. Observing which headlines are more effective on Reddit can bring insights to the subject of your next article, infographic, video or other type of content. • Google + Other Recommended Tools
- 58. How it Works
- 59. Break Time: 10 minutes
- 60. One way to ensure the content you share on social is balanced with a mix of megaphone and conversation is to use a social media sharing plan. • 80/20 Rule - 80% Content Should reflect Customer Lifestyle & Interests, 20% Should Reflect you & your Company • 4-1-1 – 4 pieces of content from others, 1 re-share, 1 self-serving post Free Ideas & How to for Business Growth @bloggerithm.com Social Media Sharing Plan
- 61. • 5-3-2 – 5 pieces of content from others, 3 from you, 2 personal updates • Golden Ratio – 60% others’ content, 30% your content, 10% promotional • Rule of Thirds – 1/3 posts about you, 1/3 curated content, 1/3 conversations Social Media Sharing Plan Free Ideas & How to for Business Growth @bloggerithm.com
- 62. SOCIAL MEDIA 80/20 Rule - 80% Content Should reflect Customer Lifestyle & Interests, 20% Should Reflect you & your Company Free Ideas & How to for Business Growth @bloggerithm.com SHARING PLAN
- 63. SOCIAL MEDIA Rule of Thirds – 1/3 posts about you, 1/3 curated content, 1/3 conversationsSHARING PLAN Free Ideas & How to for Business Growth @bloggerithm.com
- 64. What are your goals? ● To reach more people? ● To engage with existing customers? ● To bring more revenue? https://blog.hootsuite.com/social-media-templates Identify Social Media Goals
- 65. Tips to help you set social media goals based on your objective: • Branding: If your objective is anything brand related such as improving brand consistency or reaching a new demographic, then your goals may revolve around: Content | Outreach | Followers “Grow my Facebook audience by 25 followers a week, and my Twitter followers by 35 a week for the next quarter.” “Increase total engagement (replies, Retweets and likes) by 25% in six months”
- 66. Tips to help you set social media goals based on your objective: ● Customer service: When you’re aiming to use social media as a customer service platform and to communicate with clients, set goals with these elements in mind: Response rate | Engagement | Support tickets “Decrease your average customer service response time to under 60 minutes”
- 67. Tips to help you set social media goals based on your objective: • Lead generation: A lot of businesses use social media as a way to generate new leads. Setting goals involving these metrics can help you create better goals: Web traffic | ROI | Interactions “Increase my email sign ups by 25% over 3 months.”
- 68. S SPECIFIC Who, What, Where, When, Why, Which Define the goal as much as possible with no ambiguous language. WHO is involved, WHAT do I want to accomplish, WHERE will it be done, WHY am I doing this (reasons, purpose), WHICH constraints / requirements do I have? M RA T MEASURABLE From and To Can you track the progress and measure the outcome? How much, how many, how will I know when my goal is accomplished? ATTAINABLE How Is the goal reasonable enough to be accomplished? How so? Make sure the goal is not out of reach or below standard performance. RELEVANT Worthwhile Is the goal worthwhile and will it meet your needs? Is each goal consistent with other goals you have established and fits with your immediate and long term plans? TIMELY When Your objective should include a time limit. "I will complete this step by month/day/year." It will establish a sense of urgency and prompt you to have better time management. Your turn to write some goals
- 69. Volunteers? Who would like to share their social media goal?
- 70. •Creating milestones is great for morale and also to make sure you’re progressing on schedule. Goal Completion Turn Goals into Milestones Milestone 1 Milestone 3 Milestone 2 Milestone 4
- 72. Brainstorm Types of Content Create & Share • Themes • Topics • Lifestyle • Images • Videos • Posts • Blogs • Promotions • Tutorials
- 73. A goal without a plan is just a wish. Planning Tasks to get to your goals
- 74. ‘ Now that we have a plan, let’s talk about time saving and organization tools.
- 75. 01 JANUARY 2017 SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Starting with Creating a Calendar
- 77. • If you already have a Google account, then Google Calendar is a natural first choice for building out your content calendar. • you can easily use its features to organize your social posts for the next month. Scheduling Organization Tools: Google Calendar
- 78. Start with two columns: • One for post ideas • One for scheduled posts Scheduling Organization Tools: Trello
- 79. • Create a Content Calendar • Manage a Creative Asset Library • Organize Influencer Correspondence • Build Your Resource Library • Plan a Social Media Strategy • https://blog.evernote.com/blog/2016/05/02/how-to-power-social- media-productivity-with-evernote/ Scheduling Organization Tools: Evernote
- 81. A platform that lets you: • managing multiple networks, • schedule content, and • engage with their audience • —all in one place. Scheduling Organization Tools: Hootsuite
- 82. Scheduling Organization Tools: Buffer A platform that lets you •Schedule, •publish and •analyze all your posts in one place
- 83. •For Pinterest •Schedule Pins, •Discover Content, Monitor Pinterest, and Measure Results. •All in One Platform. Scheduling Organization Tools: Tailwind
- 84. •For Instagram Schedule & manage your Instagram posts Scheduling Organization Tools: Later
- 85. • Google Analytics: Google Analytics makes it easy to track your traffic from social media, create campaigns and figure out your ROI. It’s also helpful for tracking metrics for social media sites that don’t give you a great amount of data like Snapchat or Instagram. • Individual social media platforms: Certain platforms like Facebook, Twitter and Pinterest will give you further insight and metrics that will be helpful depending on your goals. Tracking Social Media Success (ROI)
- 86. What Did We Learn Today • What is online marketing • Why we need to market online • Assets we need for social media • How to set social media goals • Tools To Save Time
- 88. If you loved the class, I would love to hear about how you will use what you learned Before you leave write a review @Bloggerithm on Facebook