Using Social Media Effectively Tips for Small and New Business Owners 2015

©2015  Penheel  Marke0ng™  

Using  Social  Media  Effectively  Tips  for  Small  and  New  Business  Owners  

©2015  Penheel  Marke0ng™  

About  Me  Becky  Livingston  ü  Owner  Penheel  Marke0ng  ü  25+  years  of  marke0ng  and  

technology  experience  ü  11  years  in  the  financial  

services  industry  ü  Social  Media  &  Digital  

marke0ng  professional  ü  Public  speaker  and  trainer  ü  Frequent  guest  blogger  ü  Dog  and  shoe  lover  

©  2013  Penheel  Marke0ng  

©2015  Penheel  Marke0ng™  

©2015  Penheel  Marke0ng™  

What  is  social  media  marketing?  

Social  media  marke0ng  is  a  recent  component  of  organiza0ons'  integrated  marke0ng  communica0ons  plans.      Integrated  marke0ng  communica0ons  is  a  principle  organiza0ons  follow  to  connect  with  their  targeted  markets.  

Source:    hPp://en.wikipedia.org/wiki/Social_media_marke0ng  

©2015  Penheel  Marke0ng™  

The  Process  

Know   Create   Engage   Manage   Report  

Why  are  you  doing  this?  •  Key  

objec0ves  •  Niche  •  Target  

Market  •  Compe00on  

What  is  your  value  proposi0on?      How  easy  will  it  be  for  clients  /  prospects  to  find  you?  

Your  social  network  to  achieve  objec0ves.      List.    Listen.  Connect.  

Rela0onships.    Time.    Reputa0on.    Know  how  others  perceive  your  value  and  leverage  that.  

Measure  each  week  or  month.      Define  objec0ves  and  goals  and  track  success  to  those  goals.  

©2015  Penheel  Marke0ng™  

Top  5  Platforms  1.  Facebook  2.  TwiPer  /  Instagram  3.  Pinterest  4.  LinkedIn  5.  Google  Plus  

We  will  also  talk  about  video  throughout  the  course.    

©2015  Penheel  Marke0ng™  

How  to  choose  the  platform?  •  Choose  the  most  suitable  plaaorm  by  media  type.  •  Go  where  your  audience  is.  • What  are  the  objec0ves?  •  Find  the  target  demographic.    •  Know  your  budget.  •  Do  a  few  and  do  them  well.  

©2015  Penheel  Marke0ng™  

What  Works  Where  

©2015  Penheel  Marke0ng™  

Is  your  target  here?  When  thinking  about  a  social  media  plaaorm,  knowing  where  your  customers  are  is  very  important.  

©2015  Penheel  Marke0ng™  

Goals  Social  Media  Helps  You  Achieve  

Source:  Woodwing.com  

0   10   20   30   40   50   60   70   80  

Other  

We  don't  use  social  media  

Event  promo0on  

Marke0ng  Campaigns  

Adver0sements  

Genera0ng  traffic  to  the  website  

Interac0ng  with  customers  

APac0ng  new  customers  in  new  

APac0ng  new  customers  in  exis0ng  

Brand  Awareness  

©2015  Penheel  Marke0ng™  

FB  -­‐  Example  hPps://www.facebook.com/Volvo  

©2015  Penheel  Marke0ng™  

FB  Take  Aways  

•  Use  the  URL  in  the  update  rather  than  in  the  preview  box  and  add  a  photo  •  Post  photos  regularly  •  Chat  &  interact  w/  comments  •  Run  compe00ons  if  possible  •  Post  at  least  2  updates  /  day  •  Ask  ques0ons  &  join  in  with  answers,  sharing  0ps  •  Be  fun,  helpful,  professional,  and  engaging  

©2015  Penheel  Marke0ng™  

Twitter  Example  hPps://twiPer.com/ny0mes  

©2015  Penheel  Marke0ng™  

Twitter  Take  Aways  

•  Know  the  best  day  to  Tweet  (not  Wed/Thurs)  •  Tweet  between  8  a.m.  –  7  p.m.    •  <  100  characters  (allows  for  ReTwee0ng)  •  Use  #Hashtags  (<  3  per  Tweet)  •  Ask  followers  to  reTweet  

Asking  followers  to  “RT”  increases  rate  by  10  x.    

Asking  followers  to  “ReTweet”  increase  23  x.    

©2015  Penheel  Marke0ng™  

Pinterest  Example  hPp://pinterest.com/wholefoods/sweet-­‐tooth/  

©2015  Penheel  Marke0ng™  

Pinterest  Take  Aways  •  Drive  traffic  back  to  your  content  •  Showcase  your  exper0se  •  Let  your  personality  shine  •  Focus  on  lifestyle  not  products  •  Tag  others  using  “@”  •  Always  credit  source  •  Include  keywords  in  profile  •  Create  themed  group  boards  

©2015  Penheel  Marke0ng™  

LinkedIn  Example  hPp://www.linkedin.com/company/hubspot  

©2015  Penheel  Marke0ng™  

LinkedIn  Take  Aways  •  Develop  a  campaign  •  Create  leads  •  Cross  promote  •  Engage  your  audience  

TIP:  Regardless  of  what  products  and  services  your  company  sells,  create  marke2ng  offers,  such  as  free  demos,  a  free  consulta0on  or  free  ebooks  or  special  reports,  and  share  Informa0on  on  these  to  generate  leads  from  your  LinkedIn  company  page.  

©2015  Penheel  Marke0ng™  

Google  Plus  Goals  

• What  do  you  want  to  accomplish  –  leads,  engagement,  educa0on?  •  Do  you  want  to  improve  Google  search  ranking?  • Who  do  you  want  to  connect  with?  •  Increase  video  development  and  pos0ngs  •  Share  exclusive  content  

©2015  Penheel  Marke0ng™  

Google  Plus  Example  hPps://plus.google.com/+AnaHoffman/posts  

©2015  Penheel  Marke0ng™  

Google  Plus  Take  Aways  •  Leverage  for  exclusives.  •  Record  video  to  share.  •  It’s  0ed  to  other  Google  products.  •  Add  to  your  social  marke0ng  lists.  •  It’s  great  for  niche  audiences.  •  Aids  in  SEO.  

©2015  Penheel  Marke0ng™  

Social  Media  WorkKlow  

©2015  Penheel  Marke0ng™  

Social  Media  WorkKlow,  cont.  

©2015  Penheel  Marke0ng™  

Daily  Posting  Schedule  

©2015  Penheel  Marke0ng™  

Social  Media  Getting  Started  Checklist  

q   Determine  the  Social  Media  network  q   Iden0fy  and  write  your  goals  q   Prepare  budget  q   Iden0fy  the  team  q   Content  Calendar  q   User  names  q   The  voice  q   Logos/Design  

©2015  Penheel  Marke0ng™  

Who  is  Penheel  Marketing?  Social  media  and  digital  marke0ng  consul0ng  firm  for  CPA  firms,  small  businesses,  and  non-­‐profits.    

Marke2ng  Analy2cs  Website  analy0cs,  online    adver0sing  analy0cs.  See    which  sources  are  genera0ng    the  most  leads.    

Email  Send  personalized,  segmented    Emails  based  on  any  informa0on    in  your  contact  database.  

Search  Engine  Op2miza2ons  Improve  your  rank  in  search    engines  by  finding  and  tracking    your  most  effec0ve  keywords.  

Lead  Management  Track  leads  with  a  complete  0meline-­‐view  of  their  interac0ons    with  your  firm.  

Blogging  Create  blog  content  quickly    while  gevng  SEO  0ps  and    best  prac0ces  pointers.  

Social  Media  Publish  content  to  your  social  accounts,  then  nurture  leads    based  on  their  social  engagement.  

hPp://Penheel.com