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Social Media for Business
- 1. Social Media For Small Businesses Brent Robinson, Chief Thought Officer brent@Modthink.com
- 2. What We Hope You Get From Today • How social media can help you drive business • Marketing basics • Understanding of top platforms • Content & campaign basics • Go-To resources
- 3. Plan for Today Marketing 101 Offering Niche Personas Introductions Name Company Expectations Structure Content Blog Social Paid Channels Content Baseline/Campaign 10-4-1 Rule Call to Action Resources
- 5. Why Digital Marketing? In 2015 Facebook influenced 52 per cent of consumers’ online and offline purchases, up from 36 per cent in 2014. (Source: The Drum)
- 6. Why Social Media for Business? • Build trust with your audience • Educate your buyers before your competitors do • Address customer complaints or concerns • Demonstrate your expertise
- 7. Find Your Niche “Everyone is not your customer.” ~Seth Godin
- 8. Niche https://www.entrepreneur.com/article/240163 ● Understanding your business’ niche is important in defining your customer ● Find your hook, what makes your business stand out in your industry?
- 9. Know your Buyer’s Journey
- 10. Name: General Persona Description “What am I trying to understand that you can teach me?” A short 2 to 3 sentences about me. Where am I now? How did I get here? What am I thinking about for my future? Keep it simple. GOALS/VALUES “This is a quote or personal statement reflecting my philosophy.” My “Customer’s Journey” Awareness DecisionConsideration • Goal/Trait/Value • Goal/Trait/Value • Goal/Trait/Value • Goal/Trait/Value FRUSTRATIONS/RESERVATIONS • Reservation one • Reservation Two • Reservation Three • I’m trying to understand my challenge. • What questions am I asking? • Where am I finding good information? • Who do I trust to help me understand this? • What is the name of this thing I’m trying to understand? • I have a good idea about my challenge. • What are some ways I can solve this? • Who are people that might have solutions for me? • What criteria am I using to evaluate my options? • I’m making a short list of solutions. • What are those resources that helped me get here? • What is my decision-making criteria? • Who can I talk to or trust to reach out to? 1 2 3 Education: BA, MBA Age/Family: 35, Married, two young kids Job Title/Function: example Income: example Location: example PROFILE SOURCES/INFLUENCES Blogs/Websites: example, example Social Media: example, example Trade Resources: examples Books: example Thought Leaders: example REAL WORLD EXAMPLES One: LinkedIn profile of actual people Two: LinkedIn profile of actual people Three: LinkedIn profile of actual people
- 11. EX: Cheryl Residential Individual (high percentage) “How do I move my stuff without having to be overly involved?” Looking to clean out home in March, a bigger project she’s put off for a while. GOALS/VALUES “A ship in port is safe, but that’s rarely what ships are built for.” My “Customer’s Journey” Awareness DecisionConsideration • Live full lives • Considerate of spouse in decisions • Value financial security • Value professional degrees/professions • Investment-minded in many ways • Family and relationship-oriented FRUSTRATIONS/RESERVATIONS • How long will this take? • How much thought has to go into this? • How much are they going to babysit the process? • Don’t want to have to deal with the details • Pain tolerance for junk everywhere breaks her • Needs a space for something else (new baby, converting garage, etc) which makes a clean out a priority • After search, they’re likely to reach out to peers who’ve done it • I have a good idea about my challenge. • Can donate stuff to thrift store • Call someone to pick it up • Can do it themselves, but hauling themselves • Bulk pick up • Craigslist/FB Garage sale • Google search options • Reach out to friends who’ve done major clean outs before • I’m making a short list of solutions. • What her spouse agrees to • Evaluates time she has to invest in this project • Donating items, but how much time does that take? • How much brain power does it take to rent a dumpster? • As long as affordable, not usually shopping around • Trust in reliability 1 2 3 Education: Licensed Vocational Nursing Program Age/Family: 32, Married, two young kids Job Title/Function: Licensed Vocational Nurse Household Income: $90,000 Location: Bentonville, AR PROFILE SOURCES/INFLUENCES Blogs/Websites: NPR, enhancing relationships, managing stress, mom blogs Social Media: Instagram, Facebook Trade Resources: Finance/real estate podcasts Books: Woman-leadership genre Thought Leaders: Joanna Gaines, Pioneer Woman REAL WORLD EXAMPLES One: LinkedIn profile of actual people Two: LinkedIn profile of actual people Three: LinkedIn profile of actual people
- 12. Introductions
- 13. Welcome! Emily Bowen, Account Executive A graduate of Oklahoma State University, Emily is an experienced Account Executive. Skilled in digital marketing, content creation, media relations, and account management. Lauren Allison, Marketing Data Analyst Lauren is a Marketing Data Analyst Intern and a senior majoring in Business Analytics at the University of Arkansas. Skilled in Google AdWords, Analytics, and social media management.
- 14. Take a moment, Introduce Yourselves! • Name • Business • What do you hope to learn today?
- 15. Structure
- 17. Channels
- 18. Social Channels
- 19. Facebook • Business Manager feature • Allows for efficient management of your business page • Reaches a wide range of current/potential customers • Allows customers and clients to interact with your business • Examples: Reviews, Tagging • Option to boost posts or run paid media advertising
- 20. Twitter • Also reaches a wide age range • Allows for sharing of third party content and Call-to-Action • Only allows 280 characters per tweet • These shorter snippers of information make your customer more likely to read. • Option to boost tweets and advertise
- 21. Instagram • Targets the 18 to 34 age range • Growing in popularity with other age ranges • Connected to Facebook • Boosting and advertising done through Business Manager • Visual Channel • All posts include photos
- 22. LinkedIn • Very professional channel • Ability to showcase your business to other professionals and industry experts • Unique ability for not only posts and sharing, but also articles • Has its own advertising network
- 23. YouTube • Extremely popular among all ages • Ability to post longer videos than other channels • Advertising through the Google network • Great for brand awareness • Option to reply to comments of viewers
- 24. Google My Business • Increases search visibility • Helps customers find your location • Allows for listing of important information • Hours of operations, phone number, etc. • Encourages customers to review your business
- 25. Content
- 26. Baseline vs Targeted Campaigns • Long-term, on-going campaign of branded and industry- specific content general to the company Baseline Campaign Targeted Campaign • Seasonal campaign of content specific to a limited-time offer set over a set amount of time
- 27. Content Types
- 28. 10 Content: 3rd Party Share
- 29. 4 Content: Original Content Sharing
- 30. 1 Content: Specific Call-To-Action • Sign-Up • Register • Call • Subscribe • Donate • Buy • Order • Share • Follow • Download • Click here for
- 31. Resources
- 32. I Have No Idea HOW to Write • https://www.fiverr.com • https://www.contentrunner.com/ • http://fulbright.uark.edu/departments/j ournalism/
- 33. Yes, You Are a Graphic Artist • https://www.pexels.com/ • https://www.canva.com/
- 34. Social Syndication • http://everypost.me/ • https://buffer.com/ • https://hootsuite.com/ • https://eclincher.com/
- 35. Learn More • https://landing.google.com/academyforads/ • https://www.thinkwithgoogle.com/ • https://www.facebook.com/business/learn • https://creatoracademy.youtube.com/page/education • https://blog.hootsuite.com/ • https://blog.linkedin.com/ • https://business.linkedin.com/marketing-solutions/blog • https://www.linkedin.com/learning/me
- 36. Did we give you value today?