Social Network MarketingIntegrating Real Life with Online

Presented by Kristin Slice, MAMaricopa Small Business

Development Center

Me: Kristin Slice, MABusiness Analyst, SBDC

Certified Social Media StrategistEntrepreneur

You:?

54% of B2B buyers begin their buying process with informal research about business problems; nearly 80% of the

time spent researching is done line

- 2014, B2B Marketer

51 %percent of local merchants get at least one online

marketing sales call a week, with 10 % getting called almost

on a daily basis.

All resulting in:

Everything I know about marketing…

Roadmap

• Key Elements to Marketing • Putting Together Your Strategy

• Executing Your Strategy

https://conversationprism.com/

Conversation PrismUsing the traditional definition, a prism separates white light into a spectrum of colors. The “white light” in this case, is the focused stream of conversations that are often grouped, but not separated by voice, context, source, or outcome. We take this beam of dialog and blast it into a spectrum of discernible light, let’s call it enlightenment, to see, hear, learn and adapt. We quite literally bring conversations to light. Used figuratively, it references the clarification or distortion afforded by a particular viewpoint…for example, “We view conversations across the networks through the prism of our social dashboard.”

Key Elements to Marketing

Definitions:• SEO

• Social Media • E-Commerce

• PPC

Habits:

• Value Based • They are “big brand” aware

Key Elements to Marketing

Value:• Eliminates Time and Space Barriers• Leverage Time and Resources

• Small Businesses are Lead by Real Humans

Key Elements to Marketing

Watcha got there? I’ll take it!

Key Elements to Marketing

Marketing Versus Sales

You’re all beautiful unique butterfly's….Your strategy should be unique.

Part II Putting Together Your Social Network Marketing

Strategy

Putting Together Your Strategy

Questions to Ask Yourself: • What is your goal?• How does your target audience use

social media, when purchasing your product or service?

• What resources do you have available?

Putting Together Your Strategy

Putting Together Your Strategy

Selling Online and E-commerce:

- A REALLY, REALLY GOOD website- Major resources

- Etsy, Amazon, Bloggers

Part III Executing Your Strategy

Part III Executing Your Strategy

Overview of effort:• Plan - 2 weeks• Execute - 2-4

weeks• Launch• Promote - 2-6

weeks• Measure - ongoing

Executing Your Strategy

Planning• Panning - 1 hours of planning saves

you 10 hours of doing• Start planning 4-6 weeks out

(content to be created, editorial plan)

• Social media is a team sport• Create visual and written content

Execute• Gather followers • Post, interact, listen • Think of promotion as you create and use this to

help you develop ideas or effort and research, it could be a better blog post, slide share, Facebook post or Tweet. 

• Create assets and promotional images - including email header, landing page image, blog CTA and social promotion images during this process

Executing Your Strategy

Promote• Use hashtags for organizing the conversation online• Send an internal notification after launching the campaign

in hopes that they will promote it to their own audiences -- the assets, pre-defined tweets, links to the article, etc

• Optimize email for sharing by including social icons, or including CTAs asking people to share the piece of content

• Update nurturing emails with this specific content based on their actions to break up the monotony of typical email campaigns

Executing Your Strategy

Promote (tips)• Post on launch day to LinkedIn, where your customers and

other professionals in the space are (once a week for a few months after that - depending on success of content)

• Amplify messages with ads • Change your Facebook cover photo with an image / graphic

showcasing the new material• Post a video on Facebook so you can boost it to targeted

audiences• Create an offer as an ad on Facebook that might offer

targeted audiences a discount to use your product• Pin a tweet to the top of your feed - tweets with images

generate 55% more leads than those that don't

Executing Your Strategy

Final Trends to Consider

Mobile More people access the internet through mobile devices than desktops(Google)

Content is not king, Value is QUEEN! 78% of CMOs believe custom content is the future of marketing. It’s not clear what the other 22% are thinking. (SocialTimes)

Old School is the New School 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication.

Activity

Review 2 - 3 businesses with successful social media accounts.

What do you see?

Discuss

Next Steps

Follow 2-3 Business for 1 WeekStart Building Your Strategy

Next Class:Tuesday, 1/31 9:00