4. SYNERGY
No Longer Can You Survive On One
Advertising or Marketing Initiative or
Platform.
With Leaps in Technology, Expectations of
Prospects and Clients, and Social
Interconnectivity, We Must Have Multiple
Streams of
Attraction and Engagement
7. Let “Traditional” offset social
media’s scale issue and allow
social media to engage
prospects and clients in
a RELATIONSHIP.
Balance
If You Only Use Social,
You Will Lose Marketshare
If You Only Use Traditional,
You Will Lose Marketshare
9. Add social icons to ALL
newspaper, magazine
and printed ads,
brochures...
In fact, it should be on ALL
printed material even trade
show graphics!
10. Add all icons to your business cards
as well as their URL’s
the same as your phone, email and website
Give people multiple points of contact!
Let THEM choose how they want to connect!
14. Define Your Target Audience
Gender
Location
Education
Career/JobHobbies/Interests
Age
Never Before Could We Gather So
Much InformationAbout People!
15. What Are Your Goals?
Brand Awareness
Building Advocacy
Building Strategic Partnerships
Thought Leader/Authority
PS: INCREASED PROFITS ARE NOT A GOAL,
THEY ARE A RESULT OF SETTING GOALS!
More Customers/Clients
16. How Much Time Per Week
Can You Invest Internally?
Be Realistic!
Be Specific!
Can You Reduce Other
Ad/Marketing Initiatives?
Include ALL Personnel
That Can Contribute
How Much To
Outsource?
How Long Will It Take
To Create Content?
17. What Other Marketing Initiatives
Are In Place?
List ALL Online Assets
-Website
-Adwords
-Shopping Carts
-Enews
List ALL Traditional Assets
-Newspaper Ads
-Printed Materials
-Magazine
-Brochures/Literature
-PR Initiatives
-Trade Shows
List All Current Social Media Assets
-Facebook Pages
-Twitter
-Pinterest
18. Audience
Social Goals
Amount of Time Available
Other Marketing Initiatives
Besides Helping to Create a
Strategy,This Helps
Determine Which Network
Will Work Best For You
Brief very BASIC Examples...
You have defined...
19. Broad Demographics
B2C with B2B component
Typically Central Platform due to API
75% Women
PERFECT for products
Show Your Personality
B2B with B2C Component
Thought Leader/Authority
Continuing Education
Strategic Partnerships
Young Demographics
Perfect for Products
Hashtag Search
20. People do business with people they know
Create and build personal relationships
Long term continual
engagement
What Creates ROI in Social Media?
30. Best Practices For Your Content Strategy
Also, Be Sure to Speak the Language
of the Social Network you are Posting
to!
Twitter: Succinct, Use Hashtags, Links
Facebook: Extrapolate a Bit, Ask Opinion
LinkedIn: Be factual, Concise, Thought
Leader
31. CONTENT IS KING
A Good Strategy Includes Good Content!
Engaging
Open Ended Conversation
Interesting
Educational
Fun
Off the wall
Contradictory
ASK QUESTIONS!
32. Helpful? Content that offers tips or valuable
information
Shareable? Ask yourself if would YOU share
this piece of content!
Represents Your Culture?
Capitalize on Current Events?
Wide Variety...
34. Re-Tweets and Shares
Many times you know which other
Facebook Pages, Twitter profiles, Vines,
Pinterest Boards, Instagram accounts
etc...consistently have good content and
valuable posts.
They may be in your industry or they may be
a complement to your business so your
audience will also be interested in their
content.
Not only are you providing content, but
you are building relationships...and one
day they will
return the favor!
35. Look Around You!
How is that Made?
Employee
Spotlights
Images, Videos
A Day in the Office
New Products and
Services
Anniversaries
New Technology
Unlimited Content...
39. Use Analytics to Redefine Strategy
Analytics Tell the “Story” Of What You Post
and the Correlations Of Day, Time, Type Of
Post, Virality and Most Important...
How Your Audience Responds
to Your Content!
YOU ALSO START UNDERSTANDING
SOCIAL ROI
40. It Can Also Tell You Where Traffic
Came From
-Track Efforts of
Moving
People to
Targeted
Locations
-Nail Down What
Networks are
Working
-Increase/Decrease/Stop
Time on Efforts
41.
42. Boosted Post on Facebook
Hyper Local Targeting
$5 Boosted Post
Results:
46. Email Marketing
But know the ups and downs!
Email marketing is STILL a powerful way to
communicate to a receptive audience.
47. Email Marketing
-The youth (typically about under 18) do not open
emails often
-Easily blocked in spam folders
-Growing a data base
The Downs…
The Ups…
-Continual, targeted brand messaging
-Captive opt-in audience
-Most people over 25 yr old check email every day
48. Email Marketing
Do’s and Don’ts
-NEVER buy lists (with a caveat!)
-Don’t put quantity over quality!
-Don’t try and market to an audience that isn’t there
-Don’t be inconsistent with frequency!
-Don’t try and SELL something every newsletter
-Don’t ignore your analytics!
Let’s start with the don’ts…
49. Email Marketing
Do’s and Don’ts
Now for the “Do’s”…
-Create a specific calendar for creating and executing
-Create 3-5 topics (info, entertain, sales, internal news)
-Understand WHO you are reaching in the emails then
make content resonate!
-Use images as well as text for a visually appealing
newsletter
-Use a Email service (Constant Contact, MailChimp etc…)
-Read analytics!
MOST IMPORTANT: KEEP COLLECTING ADDRESSES!!
54. Today’s websites need to be:
4. Interesting!
None of the above matters if you create content that sounds like a robot wrote it.
Write great stuff, follow the steps above, have patience, and you’ll see results.
Use bright, clear images that get the message across of “who you are and what
you do” instantly! As well, make sure image file sizes are high enough resolution
to be clear, but not too large (faster loading!)
Do not overdue text. Unless a technical site, keep language simple yet
descriptive, and as few words as you can: People tend to not read beyond a few
sentences.
NOTE: Change image file names! Use keywords in images. For example change
4324.jpg to cake.jpg (as well change any tags etc in file source)