Fresh nous social media for business growth sh
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Transcript of Fresh nous social media for business growth sh
What you can expect
Interactive workshop– ask questions, share knowledge in the room
Tactics to grow your business online
About us
Marketing consultancy based in Worcestershire
Focused on helping small to medium-sized organisations make practical improvements in performance and profitability, we support them to make the vital changes by operating through their customer’s eyes
Recently worked with both corporates and small/medium local business. Previously developed customer centric journeys at npower Finalists in H&W Chamber of Commerce Business awards this year
How they stack up
Focus Sharing of news, content, stories, events
Sharing of news, content, stories
Sharing of company and industry news/discussions
Sharing of news, content, stories
Company presence Facebook Business pages
Profile page, enhanced profile page
Company pages, recommendations, showcase pages, industry or networking groups
Google + Page
Exposure opportunities Likes, comments and shares
Re-tweets, Favourites, follows
Likes or comments on news, groups discussions or company follows
Shares, comments +1s and Add to circle Activity
Impact on website traffic
Direct links from content posted, e-commerce Store Apps
Direct links from content posted
Direct links from content posted
Direct links from content posted – Google +activity influences, Google Search results
Advertising opportunities
Facebook Ads, premium Ads, Sponsored posts
Promoted tweets, trends, accounts, profiles
LinkedIn Ads N/A
What platform(s) are right for your business?
Remember there are SEO benefits of Google+
Are you a B2B or B2C? Facebook can help you reach a range of consumers, LinkedIn is a hotbed for engaging businesses
Don’t sign up for EVERY social media channel because they are new or popular kid on the block. Determine which is MOST relevant to your business. Rather be excellent with one or two channels than mediocre at five or six
What age is your desired audience? Twitter has the higher rates amongst 18-29 year olds, Facebook is increasingly a 30+ audience. LinkedIn is the only site where usage among 50 to 64 year olds was higher than 18 – 29 year group
Facebook is still the winner from a numbers perspective
Think about your product – is it visual? Do you need more space to describe it? Twitter only allows 140 characters
This your ‘handle’ It doesn’t have to be the same as your business name but make it relevant
Remember to confirm your email address to unlock all the features
Add a profile picture (recommended dimensions are 400x400 pixels)
If you need to shrink images try http://www.picresize.com/
Check your settings, set your timezone
Edit profile to add header image 1500 x 500 pixels
Your bio – only 160 characters. Your bio will appear in the search results when people search for your company name. Say what you do and what you can do for prospective customers. Stand out!
1.Client Lists
2.Competitor Lists
3.Niche Thought Leaders Lists
4.Team Directory Lists
5.Resource Lists
6.Event / Conference Lists
7.Industry Cohorts Lists
Twitter lists keep all of my interests separate so you can focus on what you want to focus on so you can be more effective in whatever it is you do.
Twitter Lists
Maximum 140 characters
@ someone to grab their attention
DM if you want 1-2-1
# key phrases
Join # conversations
URLs and images use 22/23 characters but can be VERY
worthwhile
Make the most of busy/trending #hashtags
Nobody is typical – find your best time to post
How do you grow your followers?
Make sure your profile is complete
Proactively follow relevant accounts
Search for relevant # in your industry
Listen to conversations
Retweet others
Create content (don’t just advertise)
Tweet images/photos
Don’t spam (send auto responses)
Tweet regularly
And most importantly be you….
Select the right category for your business
Upload a profile picture. This is 160x160pixels but you can upload 180x180. This appears in people’s news feed whenever you post or comment.
Upload a cover photo that stands out & helps brand your page. Make sure it’s relevant to your brand, is high quality and current.
Create a short description of no more than 100 characters – this will also appear on your page.
Make sure you post before inviting people to like your page – probably at least 3 posts.
Like and be liked!
Keep it brief – 400 characters appear in news feeds
Play to the algorithm’s tune
Share links to generate thumbnails automatically
Use images and videos
Don’t be too demanding ‘share this’ ‘like that’
Nobody is ‘average’ find YOUR right time to post
Facebook ads
Instead of using the slick consumer-grade ad editor, use Facebook's professional ad tool - the power editor.
Target a wide audience. High-quality traffic is better than sheer numbers, but Facebook doesn't know everything about you - and you may miss qualified leads with too many audience filters.
People on mobile tend to click a lot more than those on their desktop. But a lot of mobile traffic is unintentional and does not convert well - split mobile ads from desktop ads and Facebook will show your ads equally across the platforms.
Click ‘edit’ to make changes to your page
Company Pages are very SEO-friendly. Google shows previews of up to 156 characters of your page text, so be sure your description leads with powerful, keyword-rich sentences.
Attract followers – Encourage all company employeesto add a link to your Company Page to their email signatures.Announce your Company Page to customers and partners- drive traffic its way with a compelling blog post or email newsletter announcement.Add a “Follow” button to your website
Add images (used PNGs of GIFs and all under 2MB) –Banner Image - Minimum 646x220 pixels, Standard Logo - 100x60 Square Logo (used on the network updates) - 50x50 pixels
Short and sweet wins – aim for under 25 words
Think about a showcase page
Publish company statuses
Try segmenting
Use pulse so you stay up to date
Join or create groups – get in the right ‘room’
Think about behaviours when you decide when to post
What type is your business? If you have a physical presence it’s important to select ‘storefront’
https://plus.google.com/pages/create - it is much easier if you create a personal Google profile first
Add images, make sure they are relevant and high quality
Add your address, contact number and opening hours and see what a difference it makes to your appearance in Google search results
Business Goals
Marketing Goals
Social Media Goals
Social media Tactics
Start Here
Not Here
Top tips for successful social media planning
Your business strategy
Your customers (B2B or B2C)
What platforms your customers are on and when
Type of product or service
Amount of resource you have
Earned, owned and paid – what is the difference?
Owned media
Paid media
Earned
media
Web propertiesWebsiteMobile siteBlog siteSocial media profiles
SharingMentionsSharesRepostsReviews
AdvertisingPay per clickDisplay adsRetargetingSocial media adverts
Gain more exposure to web properties using SEO and PPC
SEO and brand content driving trafficLeverage
owned, earned and paid media for optimum digital marketing impact
Propel sharing and engagement by paid promotion
Scheduling – why?
• It saves a lot of time and energy.
• You don’t have to be available when you want to post e.g. evenings, weekends or if you have targets in other time zones.
• While scheduling is great for social media productivity, you’ll still need to supplement these updates with on-the-fly content (there’s nothing better than natural and emotional hot updates sharing breaking news or your current mood).
• Scheduling your content makes it better. Dipping in and out of your channels can become disorienting. You might forget to post an all-important reminder before a deadline passes.
• You can make the most of optimum posting times on different platforms.
Win big with tactical
2013 Superbowl Oreo tweet – FREEReached over 3,000,000
Superbowl TV advert – cost c. $4million
OR
What to measure and how
Which actions would you like people to take? Making a purchase on your website? Follow you on twitter?Share your job advert on LinkedIn?5 minutes reading your blog?
What are your business objectives?Create awareness?Generate leads?Highlight events?
Facebook LinkedIn Twitter
LikesStatus updatesReachSharesCommentsImpressionsClicksCPC
ReachEngagementImpressionsClicksLikes
RepliesMentionsFollowsUnfollowsTweetsRetweetsClicks on tweetsTrendingImpressionsKlout
What will you measure – set targets
Listen
Plan
EngageMeasure
TweakConnecting
to your audience
Remember to…
Start slowly
Make a plan
Start a conversation
Share relevant content
Create advocates