2018 social media workshop presentation for small business owners. Reduce your advertising costs and increase revenue by using social media for lead generation. Attract the right customers, then convert them to leads and ultimately promoters of your brand.

1. Social Media for Small Business Lead Generation
Shannon Caldwell
2018

2. Effective use of social
media can deliver tangible
business results.

3. More than 165 million US adults are on social media

4. 26%
42%
47%
50%
60%
63% 62%
65%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2009 2010 2011 2012 2013 2014 2015 2016
% US Adults Who Use at Least One Social Media Site
Adapted from: http://www.pewinternet.org/fact-sheet/social-media

5. 57% 57% 58%
62%
68%
11%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014 2015 2016
% US Adults Who Use Each Social Media Platform
Facebook LinkedIn Twitter Instagram
Adapted from: http://www.pewinternet.org/fact-sheet/social-media

6. Social media for business has expanded well beyond serving
as a vehicle to drive brand awareness and engagement
Business Applications of Social Media
Branding
Tool
Customer
Service
Lead
Generation
Social Media Platforms

7. https://www.business2community.com/infographics/guide-social-media-lead-generation-infographic-0999970#8hyCiPV66WPYrGOt.97
https://marketinginsidergroup.com/content-marketing/complete-guide-social-media-based-lead-generation-software-companies/
• Boost business exposure
• Enhance web traffic
• Diminish costs
• Increase sales
• Improve search results, including
page ranks and inbound links
Why Use Social Media to Generate Leads
Reduce your advertising costs and increase revenue by
using social media for lead generation
100%
improvement in
lead to close
conversion
45%
reduced
costs
50%
improved
customer
satisfaction
24%
increased
revenue

8. Use social media to help attract the right strangers, then
convert them to leads and ultimately promoters of your brand
Social Media
Monitoring
Smart Content
Surveys/ Polls
CRM
Email
Workflows
Calls to Action
Landing Pages
Forms
Blog
Social Media
Content
Keywords
Websites
Attract Convert Close Delight
Leads PromotersVisitors CustomersStrangers
Inbound Marketing Funnel
Adapted from: http://coolerinsights.com/2015/06/inbound-marketing-101-beginners-guide/

9. Principles for Social Media Lead Generation
Adapted from: https://www.digitalcurrent.com/social-media/social-media-lead-generation/
Be conversational
Post with purpose
Use calls to action
Be helpful
Be different
Foster trust and respect
Talk about what people want, then show them how to get
it… ~Dale Carnegie

10. Identify Goals
Define Conversation &
Identify Audience
Select Social
Media Platform(s)
Write &
Execute Plan
Don’t start with social media when you start building your
social media strategy
4 Steps to Develop Your Social Media Strategy

11. What are your marketing goals?

12. Identify Goals
The goal(s) that you choose will become the guidelines for
how you execute your social media plan and how you
measure success
Icons from www.logomakr.com
eCommerce SalesWebsite TrafficPhone CallsBrand Awareness In-store Visits
Clicks and Conversion RatesReach and Impressions Manual

13. Who is your most desired customer and what is your
conversation like with him or her?

14. The answers to these questions will help you develop the inputs for a conversation with your most desired customer.
What are your
most profitable
goods and
services?
Similar to identifying your goal(s), defining the conversation
provides guidelines for the content you produce and the
social media platforms you select
Define Conversation &
Identify Audience
What problems
are these goods
and services
solving for your
desired
customers?
What are the
characteristics of
the customer
who purchases
these goods and
services?
What is your
conversation like
with this
customer?
How does your
expertise solve
similar problems
for this
customer?

16. Choose a social media platform that aligns with your goals,
supports the conversation and reaches your target audience
Select Social
Media Platform(s)
Facebook LinkedIn Twitter Instagram
Goals
Conversation
Vehicles &
Tools
• Great for general
marketing
• Multi-media
• Supports all calls to action
• Forms
• Polls
• Built for B2B social
selling
• Thought leadership
content
• Excellent for sharing
company news
• Micro-blogging
• Great for generating
media attention
• Polls
• Photo and video
sharing
• Can’t link to websites
in post text
• Challenging to share
others’ content
Audience
Overview
• Skewed female
• Best place to reach
Millenials and Gen X
• 75% spend 20 min/ day
• Skewed slightly male
• 30-64
• 45% of users making
$75k/ year or more
• Skewed male
• 18-29
• 53% of users never
post updates
• Skewed female
• 90% under 35
• 53% of users follow
brands

17. 88%
79%
61%
36%
59%
5%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-29 30-49 50-64 65+
% US Adults Who Use Each Social Media Platform
by Age
Facebook LinkedIn Twitter Instagram
Adapted from: http://www.pewinternet.org/fact-sheet/social-media

18. 65%
68% 70%
76%
16%
45%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Less than $30,000 $30,000-$49,999 $50,000-$74,999 $75,000+
% US Adults Who Use Each Social Media Platform
by Income
Facebook LinkedIn Twitter Instagram
Adapted from: http://www.pewinternet.org/fact-sheet/social-media

19. 56%
77% 77%
9%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
High School or Less Some College College Graduate
% US Adults Who Use Each Social Media Platform
by Education Level
Facebook LinkedIn Twitter Instagram
Adapted from: http://www.pewinternet.org/fact-sheet/social-media

20. 7%
51%
33%
22%
15%
31%
24%
26%
76%
18%
42%
51%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Facebook
LinkedIn
Twitter
Instagram
% US Adults Who Use Each Social Media Platform
by Frequency
Less Often Weekly Daily
Adapted from: http://www.pewinternet.org/fact-sheet/social-media

21. Use Facebook Use LinkedIn Use Twitter Use Instagram
% of Facebook
users who…
- 33% 29% 39%
% of LinkedIn
users who…
89% - 45% 53%
% of Twitter
users who…
93% 54% - 65%
% of Instagram
users who…
95% 48% 49% -
% US Adults Who Use A Social Media Site And
Another Social Media Site
Adapted from: http://www.pewinternet.org/2016/11/11/social-media-update-2016/

22. Turn all of this info into a plan and take action

23. As with any strategy, it is best to take action, then check and
adjust routinely to make improvements
Write &
Execute Plan
Adapated from: https://www.socialmediaexaminer.com/social-media-metrics-how-to-choose-and-track-what-matters/
Define how
social media will
contribute to
sales goals
Outline social
tactics that
support your
marketing goals
Identify metrics
that inform
decision making
Create a
tracking
dashboard
Check and
adjust routinely
Strategy Continuous Improvement Cycle

24. Get clear about the revenue you need to generate, then
calculate how social media could feed your marketing funnel
Write &
Execute Plan
Adapted from: https://www.socialmediaexaminer.com/social-media-metrics-how-to-choose-and-track-what-matters/
https://www.trewmarketing.com/smartmarketingblog/smartmarketingblog/marketing-for-engineers/calculate-leads-revenue-3-steps/
$500,000 revenue goal
$10,000 ASP (Avg. Sales Rev./Customer)
= 50 Customers
50 Customers
.02 conversion rate
= 2500 Leads
2500 Leads
.03 conversion rate
= 83,000 Visitors
Define how
social media will
contribute to
sales goals

25. Get clear about the revenue you need to generate, then
calculate how social media can feed your marketing funnel
Write &
Execute Plan
83,000
Visitors
2,500
Leads
50
Customers
Define how
social media will
contribute to
sales goals

26. Select tactics that generate leads, stoke conversation and
reach your target audience
Write &
Execute Plan
Adapted from: https://socialmediaweek.org/blog/2017/06/2017-state-social-breaking-top-network-demographics-infographic/
https://sproutsocial.com/insights/social-media-lead-generation/
https://blog.hootsuite.com/how-to-generate-leads-on-social-media/
Outline social
tactics that
support your
marketing goals

27. Learn how you attract, convert and close your customers so
that you can repeat and improve upon the process
Write &
Execute Plan
Identify metrics
that inform
decision making

28. Create customized dashboards with offline or online tools to
aggregate and view your social media data from one location
Write &
Execute Plan
Adapted from: https://www.socialmediaexaminer.com/how-to-monitor-multiple-social-media-metrics-in-a-single-dashboard/
Additional online
dashboard tools
Create a
tracking
dashboard
Or create your own in
Excel, Numbers or
Google Sheets

29. interested.
Adapted from: https://www.business2community.com/infographics/guide-social-media-lead-generation-infographic-0999970#8hyCiPV66WPYrGOt.97
• Use multiple channels to reach your target audience
• Have a long-term strategy for each channel
• Conduct keyword and demographic research
• Create focused, rich media content
• Highlight your business’ strengths
• Cross-promote your social media channels
• Account for news feed algorithms
Additional Lead Generation Strategy Tips
Test out new strategies over time to see what works best
for your brand and target audience
Write &
Execute Plan

30. Rich Media Content Tools
Rich media includes video, audio or other elements that
encourage engagement with a post
Rich link shares
Infographics
GIFs
Cinemagraphs

31. https://www.tributemedia.com/blog/facebook-news-feed-algorithm-updates-august-2017-how-they-affect-you
• Posts and post order are determined by how the user has previously
interacted with similar posts
• Users should see fast-loading content first
• Rich media content takes priority
• Click-bait style headlines will be de-emphasized
• Video click-bait videos will disappear
Facebook Algorithm Overview
Facebook algorithms impact if, when and in what order
your organic posts show up in a user’s newsfeed

32. Facebook Algorithm Overview
Facebook algorithms impact if, when and in what order
your organic posts show up in a user’s newsfeed
Family owned and operated marketing agency
located on the Treasure Coast.
Strategy w Branding w Graphic Design w Websites w Digital Advertising w Promo Products
www.ububrands.com w www.ubupromos.com w 772-905-8460
664 NW Enterprise Dr., #112, Port St. Lucie, FL 34986