1. Social Media Marketing
& Small Business –
What You Need To
Know
A presentation by
Sarah Bauer
Project Manager
Navigator Multimedia

3. What’s social media
marketing all about?
•Conversations, engagement
with customers (73% of
online adults use social
media sites).
•An integration of messages
using text, video, images,
etc.
•NOT traditional marketing.

4. Why should my business use
social media?
Learn more about your target audience.
Search engines appreciate it (social accounts can help
drive traffic back to your website).
Build a community around your business.
Boost customer service and transparency.
Your customers are there.

5. Wait – why should I listen to
you?
• I’m really smart.
• No really, I am.
• Author of 200+ blog posts about online marketing, social media and web
design at KelownaWebDesigns.com
• English Literature BA graduate from the University of Victoria
• 3 years experience writing for the web
• Cited author for the acclaimed web writing text book Letting Go of the
Words by Ginny Redish
• Twice-featured author for web design publication Smashing Magazine
• Social media manager at Navigator Multimedia
• Self-admitted Instagram junkie

6. Social media and SEO
 Link potential – social activity can make your
website more visible, more clickable.
 Brand search – social presence gets more
prospects acquainted with your brand.
 Legitimacy – the more people engage with your
social platforms, the more authority you gain.

7. Why’s it so hard to get people to
Like and Follow my profile?
-Cool it! “Likes” aren’t everything.
-It’s really about engagement.
-Engagement happens on social
media when you can get a dialogue
going between your brand and your
customers.
-Ex: Comments, shares, posts and
yes, “Likes”.

8. This Facebook Page Rules

9. The Pages People
Like to “Like”:
• Belong to friends and family they wish to
support.
• Are representative of a lifestyle/identity
they wish to present of themselves to the
world.
• Offer up ridiculously brilliant content and
incentives (coupons, contests) on the
regular.

10. Content:
sweet, sweet content
• Pictures, articles, blog posts,
videos
• A mix of stuff you find from
around the web and stuff you
create yourself
• It’s gotta be relevant and
interesting to your target
audience – that’s what makes
people want to share it with
others
• In fact, it’s gotta be all about
your target audience – not you.

11. Ugh.
•Lame
•Condescending
•Self-promoting

12. Yes!
Visually delicious
Compelling title
Useful, relevant info
Directs customers to
the website

13. Post -> Engage

14. Tips for engagement:
 Be consistent – create a schedule for posting (once a
day during your work week, for starters)
 Be relevant – post content that affects your audience
 Be excited and have fun – it’s social media! It’s a space
for making friends and networking. You don’t make
friends by being a bragging, boastful robot
 Be there – respond to comments, questions and
feedback

15. Examples of things to post
 The latest industry news
 High-res images of your services or products
“in action” – get customers involved with photo contests
 Opinions, FAQ’s and advice
that pertains to using your services or products
 Video content
how to’s, ‘backstage tours’, ‘how-it’s-made’, customer/employee
spotlights
 Content of related businesses
local connections, complimentary services, links (ex: GWBOT
profile).

16. Sarah’s General Warnings:
• Don’t make your Facebook,
Twitter or Instagram account
your sole Internet address –
you don’t own it.
• Don’t expect to see results right
away – social media requires
ongoing engagement (you get
what you give).
• Social media platforms are
public spaces where people
can say mean things. Be
prepared to moderate trolls and
keep your customer service
standards in check (and your
skin thick).

17. Sarah’s Absurdly On-Point
Recommendation For Social
Media Success
1. Don’t start till you have a friggin’ plan!
[Social Media Strategy ]
2. What are your goals?
 Get people back to your website
 Share information about your business
 Connect with prospects
3. What resources do you have on hand to manage the page and
make content? Do you need to hire a content writer?
4. Who will make the content? Who will find content? Who will post?
What “voice” will your Page have?

18. Step 1: Strategy.
Step 2: Content.
 Work with experts to develop a strategy that works for your specific
business needs
 Navigator Multimedia offers Social Media Strategy packages as part of
our Search Engine Optimization services
 Get professionally written content to share with your followers and
reuse across your website and other social media platforms
 You got it – we write. We write great stuff for the web.

19. Thank you!