Make Your Small Business Invaluable Using Social Media 10 Low Cost Tips For Gaining Attention

Mike Volpe, HubSpot, Chief Marketing Officer @mvolpe Kare Anderson, Owner, Say It Better Center @kareanderson

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KARE ANDERSON Owner, Say It Better Center @kareanderson

MIKE VOLPE CMO, HubSpot @mvolpe

86% skip TV ads

91% unsubscribe

200m Say DO NOT CALL

44% of direct mail is never opened

Buyers Are Sick of Being Interrupted

News Flash: You don’t need a ton of money to attract customers anymore. “Marketing today is more about the size of your brain than the size of your budget.”

You need remarkable content that pulls prospects in. More than ever, prospects are seeking out your online content to educate themselves before they buy. So shouldn’t your content be helpful?

1 Understand Your Buyer

Don’t just know what your customers look for during the decision process, know where they look for it. • Which social channels are your buyers most active on? • What publications, websites or blogs do they read?

Tip: Learn From Your Customers. Next time you’re talking to a customer, ask which social media platforms they use and what publications they read. Not only will you be able to reach them more effectively, but this is a great indicator of where you need to be to get found by your prospects.

2 Make Your Content Remarkable

Think Like a Media Company

“But wait, my business can’t write 5 blog posts a week. We only have a ½ person marketing team!”

•  Pick two questions you frequently hear from customers, write an actionable blog post on them, and share on your social platforms.

•  Host an hour-long Chat on Twitter to answer questions your

audience has been asking. •  Conduct interviews with thought leaders and post them on your

blog.

3 Always Be Engaging

• Jump into the conversation by sharing insights and links on social media. Offer helpful content from your business, as well as others.

• Don’t be afraid to have a voice and be conversational with your followers. • Follow social media accounts that generate discussion on your business, industry, or product.

“Focus on how to be social, not how to do social” - Jay Baer

Wistia, a video hosting service, engages with customers on Twitter.

http://twitter.com/meaghano/status/1767991757

Have Fun, Be Human.

4 Reward Your Advocates

•  Reward your customers for being advocates on social media by sharing and praising their comments.

•  Tag their Twitter handles to get them involved in future conversations and connect them with other leaders in your industry.

Your customers are your best spokespeople, they will tell all their friends and followers about your company if you create a remarkable buying experience. Shouldn’t you capture that conversation and reward them?

Icon SnowSkates, a small winter sports gear company based in Massachusetts, motivates customers on Facebook.

Identify and focus on key stakeholders: best customers, hottest prospects, key media

5

Be quotable using the A.I.R. formula •  Be Actionable

•  Be Interesting

•  Be Relevant

6

Act connective: Address your prospects interests first, then find a sweet spot of shared interest

7

5:1 ratio: cite others best tips and successes 5 times for every one that you promote yours

8

Provide bragging rights 9

Become your key media’s favorite Subject Matter Expert

10

BONUS!

Examples of SMB Success 11

Example: Sinclair Heating, Cooling and Plumbing

Sinclair HVAC / Plumbing Industry Under 200 Employees

Example: Sinclair Heating, Cooling and Plumbing Results:

•  Website traffic up by 400%

•  1,000 Twitter followers and 400 Facebook Likes; Growing at 30%

•  Blog article on “Tankless vs Tank Water Heater” has 2,000 views

Advice: Go Out on a Limb “I went out on a limb when I first started; the rest of the company had an old school mentality. This has been a grand slam. This works, it’s a no brainer. And I can prove it. I love it.”

Example: IDR Solutions

IDR Solutions Software Industry Under 10 Employees

Example: IDR Solutions Search optimized website for keywords Launched a blog; 70+ articles to date (20 / month)

Results: •  Website traffic up by 125% •  Leads generated from organic search up 120%

Advice: Use Analytics to Determine Content “By looking at our reports, we waste much less time on blog posts or new content topics which have historically not attracted many potential customers.”

Software Industry Under 10 Employees

Example: Cogentys

Cogentys eLearning Under 50 Employees

Example: Cogentys Results:

•  Inbound web traffic up by 300%, cut all Google PPC Ads

•  Lead generation increased 716%

•  Reduced sales cycle from email nurturing

Advice: “We were doing the right things – blogging, SEO, social media – we just were not doing them well. By refocusing our efforts and bringing everything together we got great inbound marketing results.”

Kare Anderson

Owner, Say It Better Center @kareanderson

Mike Volpe

CMO, HubSpot @mvolpe

All about HubSpot

HubSpot’s marketing software platform helps more than 10,000 companies in 56 countries attract leads and convert them into customers. A pioneer in inbound marketing, HubSpot aims to help its customers make marketing that people actually love.

§  Rated #1 in marketing software Customer Satisfaction in 200+ reviews on G2Crowd. Over 240 five-star reviews on AppExchange.

§  Customers across all industries ranging from one employee small businesses to 10,000+ employee enterprises.

§  Investment from Sequoia Capital, Google, Salesforce.com, Fidelity and others.

All about Say It Better Center

Kare Anderson helps you hone the skills you need to stay relevant, sought-after and become more quotable, connected and collaborative.

§  Quote-ability

§  Connection

§  Collaboration

§  Coaching

SMB Keynote: Grow your business faster

Gateway Theatre Wednesday 2pm – 3pm

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