Social media strategies for growing and marketing your business, and creating and making a connection with your clients and fans. Learn more about targeting specific audiences, finding your niche, using tools to engage, tips for planning your strategy, and tracking your analysis and growth.
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By Mary Beth Clark &
Christy Broccardo
Social Media Strategies
Growing & marketing an online business
Creating & maintaining a connection with
your clients/fans/patients
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Targeting specific audiences
Demographic targeting through Facebook
Review reach organic vs. paid
Other SM outlets-
Pinterest
Instagram
Twitter
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Targeting specific audiences
Know your organization, your audience and your tone
Know your purpose
to build a connection
and a community
with our fans/
clients/patients,
to educate about
living well, and
to strengthen our
brand and it’s culture
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Targeting specific audiences
70/20/10 rule
70% what your followers are looking for,
need or want
20% sharing of content
10% specifically on your products and services
My “Miracle on 34th Street” rule
Follow, like, share and comment on others in your community and
with your mission
Tag and give props to other pages
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Find your niche
Facebook – moms, healthcare decision makers
for parents, spouse, kids
Pinterest – women, how-tos, recipes, visual
Twitter –local media and media spots, what’s hot now
Google+ - peers, national media relations and national
news stories
YouTube – 2nd largest keyword search engine, health
care one of largest search topics,
custom playlists!
SlideShare – knowledge, health care, keywords
LinkedIn – industry awareness, join targeted groups,
national news stories
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Targeting specific audiences
Don’t forget the underdogs
New life for
your
presentations
Custom
title images
Keywords
and
descriptions
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Share your culture
Use every opportunity to share your organization’s culture
Immediacy is important – you have to COMMIT!
Reply to comments quickly and 24/7
Gain new fans and followers
Negative and positive
Storm closures, 20,000 reach, hundreds of new followers
When a negative can become a positive
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Tips for planning
What’s going on in YOUR world?
What are you working on this day/week/month
What’s going on in your INDUSTRY world?
National observances
Top news
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Tips for planning
What’s going on in THE world?
Holidays
Events
Olympics, World Series, Oscars, breaking news
Trending topics
News.google.com
www.google.com/trends
www.reddit.com
Twitter.com/search
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Tips for planning
Determine top messages of the month
Think about your keywords
Pull together your resources and links
Spiff up your web pages, make custom landing pages, enhance
Pinterest boards, create blog posts
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Tips for planning
Determine which of your channels best cross-support each
other
Facebook has been best gateway to
website, Pinterest, blog, videos, recipes, personal
stories/doctors/patients
Pinterest best gateway to our online health library, + recipe
boards, holiday boards
Twitter best for alerts to media and sharing of media
spots, questions
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Tips for planning
Follow others in your field
Your specific industry
Marketing and communications leaders
Enews and blogs
Peers and competitors
Big name players always have good ideas and examples
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Analysis & growth
Likes, unlikes / follow/unfollow / pins
How many times per day,
what times of day
Keywords
Text vs. video vs. image vs. links
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Analysis & growth
Organic posts vs. paid posts
Promoted posts
Boost your top organic posts
ONLY promote AWESOME
Set a monthly budget
Targeted for friends of page OR geographical, demographical,
etc.
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Auto posts and repurposing
Auto posts vs. live posts
Most blogs, enewletters, etc. can auto post to your social
networks
Great way to get content out without much extra effort
BUT repurpose best content in a more visual way or from a
different angle
Titles, intros, keywords are KEY to success!
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Resharing, repurposing
Never use exact same message twice in series.
Optimize for each social network
Rewrite with a new angle, large image vs. a link, give a new
focus
Share a tweetable quote from a blog post
Helps to go viral
kissmetrics
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Our top 10 (ok, 11!)
Search Engine Watch - http://searchenginewatch.com - keyword, content marketing
KissMetrics – http://blog.kissmetrics.com - analytics, testing, social trends
Ragan Communications - www.ragan.com - all things communications
Louise Myers - http://louisem.com - quick and easy social media tips
Mention – https://en.mention.com - analysis and reach
Mashable - http://mashable.com - social media news and hot trends
HubSpot – www.hubspot.com - all things marketing <3 their Slideshare channel
Delicious - https://delicious.com - save favorite bookmarks
Mari Smith - www.marismith.com - great for Facebook growth and targeting
Amy Porterfield – www.amyporterfield.com - free social media webinars
Social Media Examiner – www.socialmediaexaminer.com - social trends, reports, podcasts
Notas del editor
In order to reach out target audience we do a fair amount of targeting. Facebook ads are very nice to help you pick up people who would be interested in your business and organization. For example, when I want to boost a post I can go into FB ads and add specific demographic information about the contact I want to reach. (I.E. a female photographer, age 20-65 and has an interest in portrait photography. Our audience likes bright, colorful images and very little copy, so when I boost a post I’m very conscious of that. After my boosted post has been running for a few days, I like to go in and see how it’s doing. I may swap out copy or the image graphic and test to see which ad performs the best. This is good to do so you know what works and what doesn’t. In my experience, targeting through facebook is a great tool to help you grow your fan base and engage fellow photographers.In addition to Facebook, we use a variety of other social media outlet. Twitter – straight to the point with messaging due to the character crunch. Instagram different graphics to catch the eye. (Talk about Sarah’s instagram account). Pinterest - (talk about graphics with words that pull really well for us). Paying for advertising is good if you want to make a revenue goal for example.
Right before a big launch we like to run FB contests to gain lead generation. (Talk about Jill-e photo contests we do) Facebook has an algorithm - the more you promote before a big launch, the better. It registers that your fan page is good and helps your posts show up in more newsfeeds. (Talk about what you learned from Mari Smith). Free tools that help
Here is an example of an email banner that I used for a free webinar Sarah was hosting. The graphic is laid out nicely and has a clear CTA of what we want the person to do.
Anyone can have a FB page for their business, but in order for a business to be successful on social media they really need a plan. For example, each month I sit down with my boss and talk about the top priorities for the month on social media. We have an online selling event launching in May 2014, so I know in May that’s the majority of what I will be posting about. Since I know that ahead of time I can plan and schedule my posts out ahead of time and then not have to worry about it until later. In addition to that I like to make a monthly goal for myself (FB growth or engagement). I like having the goals to push and work towards. (talk more about the plan via hootsuite).
In order to be successful on social media, first you need to make a plan of what you want to accomplish. Do you want revenue goal met via social media or do you want more FB likes? That’s something you need to figure out. Another important thing to do is test different times for postings. In order to reach our audience we normally post in the morning before noon. This works for our target market because a lot of photographers are either near their phone or computer and may be browsing the internet. If you go into FB setting you can see when would be the best time to pushy meaty content to your audience. Lastly, in order to constantly improve – you need stats to fall back on. So check and see what the #’s are. If they are low you know they audience didn’t like it and you should probably not do it again. But if they loved it, it’s clear you need to do something similar to that again. Talk about the best post (see screenshot) on Jan 2, 2013
One thing I like to do is track and see what posts work for my audience and what doesn’t. As I mentioned before my audience LOVES bright, colorful images (they do NOT read) so I would never post a really long thread and expect someone to respond. To take that one step further reviewing stats on your posts is very easy. (talk about #’s and what to do with them). If you are trying to really grow your fan base I would suggest tracking your growth month by month or week by week so you can see where you started and where you finished.
MB share the first few and Christy shares the end.