This document provides an overview of using social media for small business marketing. It discusses traditional advertising methods and how social media has changed marketing. The author's theory is that a website/blog should be the central focus, with social media used to drive traffic to it. Specific social platforms like Facebook, LinkedIn, and Instagram are covered. The conclusion is that results vary by business, but a website is essential and social media can help if effort is put into regular posting.

1. Overview of Social Media
for Small Business, Part 1
and other cool stuff
Mike Pihlman
5/6/2014

2. In This Presentation
Marketing = Advertising = Social Media
= More Business!

3. Background
● Getting known---Traditional
● Getting known---New World + Traditional
● But first…if you own a small business.
○ Who has a web site?
○ Blog? Do you blog?
○ Who has a business Facebook page?
○ Who is on Twitter? Instagram? LinkedIn?

4. In the Old Days...
A small business traditionally advertised:
● In the yellow pages
● In a coupon book
● In the newspaper / Pennysaver
● Via mailings (post cards or letters)
● On signs on building / road
● Or by word of mouth / networking

5. Tradition….hmmm
● In their time, traditional ways worked well.
○ The audience is going away for some
■ Yellow pages, Newspaper
● Traditional means cost MONEY
○ With NO guarantees of success
● The City of Tracy has restrictions on signs
● What to do?

6. Add Social Media to the Mix
● Social Media has changed EVERYTHING
○ FREE is the norm
○ You can reach a very large audience
■ Or a targeted market
○ You get “feedback” on views, clicks, etc.
■ My Take: This is mostly a false sense of
interested viewers; most don’t even see it.
○ You can monitor effectiveness & make changes
■ Raw stats don’t lie

7. Social Media….hmmm
● You have to put the time and effort into it
○ Hard to do when you are struggling to survive
● Attention spans are lacking
○ “Looky-Loos” prevail
● You have to work around “quirks”
○ Facebook posts are not seen by all
○ Spam filters
○ etc.

8. I Have a Theory...
● Remember it is just a theory
● You may find a better way
● Ready?

9. Theory
● Web Site / Blog are central and most
important...your foundation.
● Social Media:
○ Post interesting, educational, helpful, posts
■ Not pure advertising
○ Post 1 or 2 times a week
○ Point posts to your web site AMAP
KEY: Drive audience to your foundation

10. Social
Media
Interaction
mp
4/24/14
Essential
Good to
Have

11. Web Site / Blog
● A web site is your statement that you are
real
○ If I do not see a web site, I don’t call
● Information is there for ALL to see ALL the
time
● You have to consciously DRIVE traffic to it
● Blogs get the attention of Google, etc.
○ So blog away! Give away free knowledge

12. Facebook (Business & Personal)
● You should have a business Facebook page
● You can “boost” a post for $$
○ My Take: Mostly click and go “Looky-Loos”
● You can make an “Event” and invite people
○ My Take: Works better than boosting
● Not every friend sees everything you post
○ They have to engage to see Personal posts
● You can pay for an Ad
○ My Take: “Looky-Loos”

13. How I Use My Business FB Page
I post:
● Links to articles on COWORKING
● EVENTS that are happening at AC
● Information on MEMBERS
● Occasional pure advertisements
● I link to web page when it makes sense
● Anything short and sweet...

14. LinkedIn
● Connect with others in your profession
● Use it to find work / customers
○ But keep posts professional
● Free and Premium versions
○ My Take: The premium is not worth the cost
● Can pay for ads
○ Don’t know how effective, never tried it

15. Advertising stuff not covered above..
● Paper Newspaper Ads, Yellow Pages ($$$)
○ My Take: Don’t bother
● Craigslist
○ My Take: Great
● Email
○ My Take: Putting Emails in spam is an issue
● On-Line Ads ($$$)
○ My Take: “Looky-Loos”

16. Twitter
● Need to get a following
○ Follow others of interest
○ Tweet, Tweet, and Tweet some more
○ I automatically Tweet using Wordpress blog
● You cannot possibly follow Twitter
○ 24 x 7 job to keep up
● I get hits, but, all are “Looky-Loos”
○ Attention spans are in the milliseconds
● They have ads now too (nope)

17. InstaGram
● Now trying this for AltamontCowork
● Same as Twitter to get followers
○ Follow similar interests or Tracy, CA people
○ Post pictures when you feel like it
● Free, very easy to use

18. My Take: Post Lifetimes
● Blog / Website information lasts “forever”
● Business Facebook lasts until you update
● Instagram lasts until you update
● Craigslist last 3 days, then renew it.
● LinkedIn can last a day or more
● Personal Facebook lasts a few minutes
● Twitter lasts a few seconds

19. 5 years of results
● BEST (Most members, low cost or free):
○ Signs on the building
○ Craigslist
○ Web site
● WORST (Zero members, high cost):
○ Facebook
■ Boosts, ads, etc.
○ Paper advertising
■ Newspaper, Cash Saver book, etc.
○ Google Ads (trying, but, “looky-loos” so far)

20. Your Results May Differ
JBB Cleaning Services
● BEST (low cost or free, many new clients)
○ Website (Google searches that hit the site)
○ Post Card mailings
● WORST (zero clients, low cost or free)
○ Craigslist
○ Building signs

21. Conclusion
● Social Media can help you market your
Small Business for a decent cost to
effectiveness ratio
● BUT, you have to put effort into it
● Results vary depending on type of business
● A web site is essential

22. Part 2, if there is interest
● I will teach the class how to start a
Wordpress.com web page / blog
● Free
● Lots of cool “themes”
● Very easy to implement and maintain
● BUT...it takes effort and time.