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Developing Your Social Media Strategy
SOCIAL MEDIA ESSENTIALS
GINNY KRONSTED
Small Business Ownership Background
Marketing and Sales Training Consultant
Online Marketing Director Business Solution Provider
International Results and Success Top Level Providers Providers to Match your Vision
and Budget Combine Educational Tools with
Outsourced Resources
WHERE CONSUMERS SPEND THEIR TIME MATTERS!
That is where the Eyes and Ears Are! Business must advertise & market there so they can
1. Expose their products / services
2. Acquire new customers locally
3. Engage! Keep new & old customer coming back (repeat customers)
Why?
TODAY’S CONSUMER-DRIVEN TRENDS
$77 BILLION ANNUALLY
• $155 billion was spent on local advertising in 2009. Only 7% was spent online.• Market Trend projections predict that 50% will shift online in the next 10 years.• That means that $77 Billion dollars will leave traditional advertising!
The Old Way The New Way
WHY USE LOCAL SEARCH AND SOCIAL MEDIA
Yellow Pages are in steady decline
Directory Ads (Print) are not working – poor response and not measurable
Newspapers are in trouble across the country
Television / Radio is not cost effective for many businesses
Email marketing has seen a drop in response rates due to the pure volume of “noise
73% of activity online is in one way or another “related to local content”
For every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research
97% of Internet users in the U.S. gather shopping information online, and of those consumers 51% explicitly characterize their behavior as “Shop Online, Purchase Offline”
70% of online searchers will use local search to find offline businesses.
WHY LOCAL SEO IS IMPORTANT
HAVING A WEBSITE IS NOT ENOUGH
• How do people find it?• How do you drive traffic to your website? • Do you know what your competition is doing?• How many customers are you losing every week?
THE LOCAL BUSINESSES WEB
PRESENCE…AFTER IMPLEMENTING YOUR
PLAN
Be Where The Traffic Is!
Social Media Can Drive Leads and Customers
Photo Credit: PhotoDu.de
YOUR SOCIAL MEDIA STRATEGY
Leverage LinkedIn Groups to Become Thought Leader Use Blog Comment Sections to Foster Relationships Integrate Video into Your Social Media Marketing Mix Leverage Mobile to Drive Business Use Facebook Groups to Find Your Best Customers
YOUR SOCIAL MEDIA STRATEGY
Integrate Search Engine Optimization Into Your Social Strategy
Create High Performance PPC Campaigns Tie-In Your Email Marketing With Your Social
Presence Use Strategic PR to Increase Visibility Localize Your Presence
TOP FOUR SITES
FACEBOOK TWITTER LINKEDIN YOU TUBE
“Facebook is a social network that connects people personally and professionally through
connections, messages, photos, & videos.”
Photo Credit: Marvin Kuo
As the largest social network in the world, it has more than 500 million active users, half of whom log in on a daily basis.
Users accumulate more than 700 billion minutes on Facebook every month.
People share more than 30 billion pieces of content every month, including links, news stories, blog posts, photo albums, and notes.
WHY
Join groups that your best customers and competitors are in
Create your own Facebook Fan Page with a unique name
Use Facebook as a Fan Page and interact with similar pages. You will build your reputation among like minded or interested individuals
Use your featured favorites to cross promote your partners recommend they do the same
Use your top five photos to promote your message, product, philosophy etc
Create a landing page Great examples are Vizio, Vitamin Water and Starbucks
HOW
“Twitter is like a Text Message with a BCC: To The World”
The power of Twitter is not who follows you but who searches for you and finds you
Tweets are indexed and available for real time searches
Third-party conversations lend credibility and confidence
Use Twitter to Build Relationships, Increase Visibility, Connect with Customers.
WHY
Use Twitter Search to find quality customers by searching for conversations on key topics join the conversation
Promote contests and useful links
Use appropriate keywords as often as possible
Stay interesting not pitchy
HOW
“Social Media is Like a Cocktail Party: Listen Then Respond”
Photo Credit: The Dana Files
LINKED IN
LinkedIn is the social network for professionals and is changing the way people find and do business.
Although LinkedIn is often discussed as a powerful social networking tool, what is not discussed as frequently is the site’s ability to simply drive traffic to your site. In some ways, LinkedIn traffic may even be more valuable than traffic from other social networks and sites. This is simply due to the generally professional nature of LinkedIn itself.
WHY
LINKED IN
Join relevant groups
Actively participate
Post unique insights
Answer questions
Set yourself apart as an expert or leader in your field.
HOW
“Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content”
Image credit: Ian Sane
YOU TUBE
# 2 Search Engine on the Web
3 Billion Views Per Day
35 Million Searches per day on “ How To” videos
Videos can provide compelling measurable call to action
Personalize the person behind the business
72% of marketers use video to educate viewers about products and services
WHY
YOU TUBE
Use purpose driven videos with strong content that will resonate and engage viewers
Integrate your video campaign with your social networks across all your online sites
Use your keywords in your title of the video
Drive viewers to take the next step
HOW
DRIVE BUSINESS W/ LOCAL MARKETING CAMPAIGNS
AREAS TO ADDRESS
Website Make sure it is heavy on keyword rich text
Make sure it has a form to capture visitors information. Consider offering a report of some kind as a give-away
SEO Decide whether you are going to outsource or do the work yourself. Expect to
pay $400 - $2000 a mos. depending on your market.
Check that your website is visible in Google today
Build targeted pages of content about each product/service you offer
Linking – expect to build a few hundred links a month initially to get successful.
Create a baseline – monitor where you are today Use Excel to track where you are on a bi-weekly basis
Social Media Create a LinkedIn/YouTube account for your business
Create a Facebook Fan page and Twitter Account
Create/Add a Blog to your website If possible, add 1-2 articles per week
Consider having a “custom” Facebook/Twitter site created ($300-950 in eachl). This will enhance your results in both of those platforms
You can outsource the creation of the custom sites, and even the content depending on your goals
AREAS TO ADDRESS
Optimize website with geographic slant (city name(s), keyword phrases)
Claim Google Places listing for your business
Claim Yahoo Local listing for your business
Claim Bing Local listing for your business
Do a baseline analysis to determine where you are today
List your business in dozens of directory and review sites
Setup online lead capture mechanisms (forms) on your website
Get you listed in all local search directories
Begin building targeted links to your business website. Do this monthly!
Work with your customers to solicit real reviews – more is good!
Track results of your progress
ROADMAP FOR YOUR BUSINESS
UP AND COMING TRENDS
Mobile Site Marketing and Applications
QR Codes
Daily Deals
Geo Fencing
Facebook Feeds
Many, Many More!
