This document discusses social media marketing strategies. It recommends that businesses establish a strong website foundation and use social media to share and amplify messaging. Key social networks are determined by the audience and content. Goals may include traffic, awareness, reviews. Benefits include engagement, credibility, and SEO value. Businesses must be actively engaged by interacting with customers, managing reputation, and responding quickly. Regular posting of various content types is advised along with best practices like visuals and engagement. Social media requires a strategy across platforms like Facebook, Instagram, LinkedIn, using ads, targeting, and custom audiences. Skills of a social media manager are also outlined.

1. Social Media Marketing &
Advertising
Laurie McCullagh
WSI Digital Marketing

2. YOUR ONLINE PRESENCE
YOUR WEBSITE SHOULD BE
THE FOUNDATION OF YOUR
ONLINE PRESENCE.
Social media profiles do
not belong to you and
will come and go
and may change
functionality.
Social media provides a
variety of platforms to
share and amplify your
message and content

3. WHERE TO START?

4. WHICH SOCIAL NETWORKS TO CHOOSE?
1. What Channels is your audience using?
- B2B or B2C, age of audience, M vs F.
2. What type of content do you generate?
- Blog posts, videos, photos, whitepapers, user-generated content
3. What are your goals?
- Increase traffic to your site
- Brand awareness
- Build your online reputation with reviews & recommendations
- Improve customer service

5. BENEFITS OF BEING ON SOCIAL MEDIA
1. Engage with clients and prospects
2. Establish your credibility
3. Share/promote your content
4. Build your brand by building confidence
5. Fuels your SEO (shares, # of reviews,
mentions, likes, links)
6. Share industry tips and insights
7. Remain top-of-mind
8. Build your online reputation

6. WHY YOU NEED TO BE ACTIVELY ENGAGED
1. Engage with your customers, prospects
2. Inform prospects about your services
3. Opportunity to amplify your message
4. Manage your online reputation
(Be aware of what people are saying)
5. Respond to service requests asap
Your competition is there, if you are not!

7. COMPLETE YOUR PROFILES
1. Create a powerful About Us section
(How and who you can help)
2. Add contact info & hours
3. Website address (LinkedIn allows 3)
4. List services/product
5. Post regularly
6. Photo/video gallery
7. Be proactive in acquiring REVIEWS

8. WHAT TO POST ABOUT
• Share latest blog post, case study, videos
• Industry news, events & innovations
• New product launch
• Share events (tradeshows, seminars, webinars)
• Curate shared content
• Promote deals or special offers
• Post expert tips, interviews, infographics
• Feature your team members & community projects
Tip: What are your competitors posting about?

9. BEST PRACTICES
• Develop a strategy
• Include eye-catching visuals/image
• Engage with the people that comment, follow others
and build relationships
• Be responsive to inquiries
• Post regularly
• Thank people for good reviews
• Respond to bad reviews – constructively
• Don’t be too salesy
• Proof all content
• Review channel insights – which posts resonates

10. THE REALITY OF SOCIAL MEDIA
Only a small percentage who “Like” or “Follow”
you will see your posts.
Social media marketing now plays a key role
in getting your message out.

11. FACEBOOK & INSTAGRAM
MARKETING

12. WHY USE FACEBOOK AND INSTAGRAM ADS?
• Allows you to reach a larger audience
• 1.49B active daily FB users globally
• Target a specific group of people
(location, age, gender, interests, behaviours)
• Target custom audiences (email lists, site visitors)
• Remarket to people who have already visited your site
(Amazon, Indigo)
• Facebook ads are very reasonably priced

13. FB & INSTAGRAM TARGETING
• Allows

14. LINKEDIN MARKETING

15. LINKEDIN MARKETING OPPORTUNITIES

16. TARGET LINKEDIN AUDIENCES

17. SKILLS REQUIRED OF A SOCIAL MEDIA MANAGER
1. Formulate a marketing strategy
2. Excellent copywriter skills (bilingual)
3. Ability to deliver creative content (text,
graphics & video)
4. Knowledge of many platforms
5. SEO and analytics knowledge
6. Increasingly be customer service
minded.
7. Stay on top of latest social trends and
technologies

18. QUESTIONS?

19. WSI DIGITAL MARKETING SERVICES
SEARCH ENGINE
OPTIMIZATION
SOCIAL MEDIA
MARKETING
WEB DESIGN &
DEVELOPMENT
CONTENT
MARKETING
PAY-PER
CLICK
DISPLAY &
REMARKETING
WEB
ANALYTICS
EMAIL
MARKETING

20. ABOUT WSI DIGITAL MARKETING
We are a full-service digital marketing agency that helps
businesses elevate their online brand, generate more leads and
sales, and improve their overall marketing ROI.
• Provide full-service digital marketing solutions
• World’s largest network of Internet consultants
• Partnering with clients for over 20 years
• Industry winning designs & solutions
• Offices in over 80 countries
• Corporate head office in Toronto