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How to Market your Small Business Online with Digital Strategy and Social Media
- 1. How to Market your Small Business Online Margot Peterson
- 2. How Digital Strategy Can Help Your Business Goals 1. 1st Impression to your customers They already know you buy the time they meet you in person 2. Direct connection to customers It’s an easy way to learn about them 3. Receive instant feedback from customer’s perspective 4. Helps find new customers and grow your audience 5. Relatively affordable/can do it in-house 6. Gain market insight and get ahead of your competitors
- 3. Max’s Social Content Strategy Matrix
- 4. Digital Marketing Campaign Strategy Template Overview, Goals, & Outcomes Opportunities & Differentiators Audiences Key Messages Budget Tactics (print, radio, TV, billboard, collateral, earned media, internal comm., & digital)
- 5. Template Cont.: Digital Tactics Website: different locations on the website and what they will do / online store Blog/Vlog Email – different messages to each segment Social (paid & unpaid) Facebook: posting schedule, promoted posts, ads, etc. Twitter: posting schedule, promoted tweets, etc. YouTube: video itself, ads on other videos, etc.
- 6. How to do Online Marketing in a Nutshell Website Blog Social media Email Others Blog/ Vlog Website Email Social media Others
- 7. Websites: why only having a Facebook page doesn’t cut it Website is a hub of information It can be used for a variety of things Store/Registration, Forum, Chat with Support, Coupons, etc. Facebook is just one of many tools to interact with customers and drive them to your website As new algorithms come out, pages need to spend more time and effort (and $$) to have their posts seen Information can stay where you want it and can be changed easily.
- 8. Website: Reasons to have a Mobile Site 93% of adults own a mobile phone 63% use it to go online 21% primarily use their phone to go online Mobile web will overtake PC’s in 5 years Your regular website isn’t going to work right April 2014
- 9. One Website For All vs. All The Websites If you are a part of a franchise or own a franchise, do you have 1 website or many sites per location? McDonalds Sonic – social If you are owned, find out what you can/can’t add to the website and what your limits are on social media. Come up with a strategy for why & ask for change (if needed)
- 10. Social Media The tentacles of marketing
- 11. How You Sound on Social Do’s Use “we” & “our” Find your voice. Are you Professional? A best friend? A teacher? Figure out who your audience is on each channel and talk to them in their language – with your voice in mind. Don’ts… Say “I” Share personal information Assume everyone knows the backstory to your team
- 12. Holy don’t, Batman! • “I” – who are you? • Their… common spelling errors • Sups long – ain’t nobody got time for that
- 13. What’s wrong with this post? Many times we’re asked… “how long will the benefits of my facial last?” Now you know - Melissa loves this little graph! What’s your favorite (brand) facial???
- 14. Don’t listen to your mom. Sharing isn’t always the right thing to do. (shared by a local coffee shop)
- 15. Wait. What? “We love Autumn”
- 16. Besides the Seahawks… What’s wrong with this tweet? (tweeted by another local coffee shop)
- 17. Hooray! A “Do”
- 18. #GoodJobTheSkimm Found a funny photo and tied it into their content and voice.
- 19. What are some brands you follow? What do they do well? Please, please, please… someone say something. I don’t like awkward silence. You don’t like awkward silence. You can even say “Oreo” or “Taco Bell”.
- 20. How to choose the right platform: Facebook Pros Largest social network – even grandma uses it. Advertise direct to target market. Keep tabs on the competition. Host contests Cons You should really have a budget set aside for Facebook ads/promoted posts. Algorithm changes and businesses need to work harder.
- 21. How to choose the right platform: Twitter Pros Get to the point – easy calls to action Be a part of larger conversations #somanyhashtags Real time Customer feedback Giveaways/coupon codes Cons Need to update frequently. Your target audience may not use it. Customer feedback
- 22. How to choose the right platform: YouTube Pros Use as educational tactics (How-To use your product or share part of a seminar you hosted). Don’t need to pay for videos to be promoted – it’s currently strictly by views (getting enough in the beginning is your challenge) Capture viewer’s attention for about 1-2 minutes (way more than a news feed). Eventually, you can get paid $$. Cons You need more time than other social channels. Concept Script Recording Editing Graphics/animation
- 23. How to choose the right platform: Pinterest Pros Specific target audience Build brand awareness Can use it internally for looking at competition with secret boards Cons Specific target audience Your original copy can be erased when repining. More “ideas” than action
- 24. Top Platform: Facebook Best Practices
- 25. Best Practices 1. Include a call to action (within the first 90 characters) 2. Use high quality photos 3. Combat Ad Fatigue (get a face lift every 2-3 weeks) 4. Identify your target audience (even in regular posts) 5. Keep posts short and sweet 6. Boost important posts 7. Use Facebook Offers (special discounts to fans & non-fans in the area) 8. Direct people to specific links 9. Follow Facebook.com/marketing & Facebook.com/business
- 26. 5 Ways to Increase Awareness on Social
- 27. 1. Branding Optimize your organization’s social presence: Sanfordhealth.org Facebook.com/sanfordhealth Twitter.com/sanfordhealth Guidelines
- 28. 2. Cross Promotion Promote social media everywhere Website Email Brochures Business cards Etc… Same theme on different platforms
- 29. 3. Content: Useful, Relevant, & Valuable Know your organization’s voice Who’s your audience? What’s your goal/outcome? What do people like on social? How does your brand relate? https://www.youtube.com/watch?v=eubWYPhcEEo
- 30. 4. Interact Respond in a timely manner Questions: Answer a commonly asked question or misconception about your company Explain the problem you solve If you ask questions, ask for a reason (not just “what are your plans this weekend?”)
- 31. 5. Giveaways and Contests Rafflecopter (free option) Wildfire (need to contact for price) Blinkd (free option) Contest Platform (wizehive) $249 + $3/day Strutta $399
- 32. Digital Campaign Strategy Template: Group Activity Don’t worry, I’m not going to start Margot’s Macaroons for real.
- 33. Content Calendars Campaigns October November December January February New Fall List Tactics Flavor Here 20% off Fall Flavor 10% off Skinny Macaroon BOGO 50% off Love Special
- 34. Who Should Run Your Digital Strategy? Yes Personally active on social Writing experience Digital experience Measurement experience & proven results Intern with clear training, direction, and vetting process No Your nephew who made a website once An intern who you don’t have time to train or supervise Yourself, if you don’t personally use social media
- 35. Where to Find Content Ideas? Mindshare & Differentiators. Figure out what other businesses are like yours, what consumers think of them – what makes you different? New Services Promotions & Contests Before/After. Customer Stories/Successes. Industry Blogs & LinkedIn Groups Where do you currently find content ideas?
- 36. How you Know it’s Working Data & Analysis
- 37. Creating a measurement plan https://analyticsacademy.withgoogle.com/preview Thanks Google Analytics Academy! 1. Define your organization’s needs & define measurement plan (what will you measure?) 2. Document your technical infrastructure (is it possible to track what you need?) 3. Create an implementation plan (who will set up what you need?) 4. Implement your plan (set up tracking recommendations) 5. Maintain and refine
- 38. Additional Measurements AdWords YouTube Analytics (“Channelitics”) Pinterest Analytics Simplymeasured.com Numerical vs. Engagement
- 39. How can a small business keep up? Stick to the strategy Only do what you can do well Make meaningful content with a purpose Gather groups of knowledgeable and capable volunteers/interns/staff/etc… (Social Media Dream Team) Give specific tasks/jobs Expectations
- 40. What will you take away from this training?
- 41. What is one thing you’re work on when you go back to work? How will you know you’re successful?
- 42. Questions? www.belugasocial.com margot@belugasocial.com Facebook.com/belugasocial Twitter.com/belugasocial Pinterest.com/belugasocial