©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
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