Social Media Marketing for

Start-ups

Alex Rascanu l Marketing Manager

Leveraging the power of social media to build brand awareness, attract site visitors, and turn customers into promoters

This Sessions' Goal:

Learn how to successfully

use social media to grow your business.

Agenda

1. Inbound marketing and social media

2. Why social media is key

3. How to use social media

4. What to share on social media

5. Social media marketing goals

1. Inbound Marketing

and Social Media

Create and Share Marketing People Love:

Relevant and Helpful

The Inbound Marketing Process

Source: HubSpot

2. Why Social Media

Is Key

Social media is not a fad. It’s here to stay.

Source: HubSpot

80% of consumers connect with

brands on Facebook

51% of Facebook fans are

more likely to buy the brands they fan Source: HubSpot

65%

of B2B companies

acquired a customer

through LinkedIn Source: HubSpot

Social media

shares act as

social proof in the eyes of

potential clients

and search

engines

Benefits of Social Media Engagement:

1. Leads people to your website

2. Generates leads

3. Impacts positively your search engine

rankings

4. Grows your online social presence

5. Allows you to build relationships with

brand advocates and industry leaders

3. How to Use

Social Media

Social Media

Best Practices:

1. One time set-up

2. Daily engagement

Best Practices: 1. One time set-up

Claim your company’s brand on Facebook,

Twitter, Google +, LinkedIn, plus any other site

your audience utilizes (e.g. Instagram)

Optimize your company’s profile on all of

these social media networks: include image or

logo, specify what your company does, and

include a link to your website

Facebook fan page example

LinkedIn page example

Twitter profile example

Google + page example

Best Practices: 2. Daily engagement

Engage in conversations: don’t just talk about

yourself

Develop a unique, but uniform voice

Be consistent in publishing content

Always include links and often mention others

Keep track of your ROI

Engage in conversations

Develop a unique, but uniform voice

- Create a style guide - Have a uniform voice

across the social media

channels

Be consistent

- How often to post

social media content

2 to 4 times/day

3 to 9 times/day

1 to 3 times/day

2 to 4 times/day

- Schedule messages

in advance

Always include links

By: Dan Zarrella at HubSpot

- Twitter CTR Heat Map - Link to relevant

content

Keep track of your social media ROI

- Use a marketing automation tool (e.g. HubSpot, Marketo, Eloqua, Pardot, Act-On)

HubSpot dashboard example

4. Five Social Media

Content Ideas

1. Blog posts

- Share your own blog posts once you publish

them

- From time to time, you can post some of your

older content as well, as long as it’s evergreen

2. Resource offers

- Share the resources you’ve just created

(whitepapers, webinars, infographics, etc.)

- Post resources you’ve created in the past,

but which are still evergreen

3. Interesting excerpts

- Post excerpts from blog posts

- Share excerpts from

resource offers

- Post excerpts from other

people’s blogs and resource

offers related to your industry

(and let them know you did this)

4. Visual content

- Share visual content (esp. on Facebook,

Instagram, Pinterest, Google +)

5. Answer questions and share quick

facts

- Answer common questions

- Share statistics and little known facts

relating to your area of expertise

- Answer questions that potential customers

are asking now on social media (for Twitter

use HootSuite or TweetDeck, participate in

LinkedIn groups, get active on Quora)

5. Social Media

Marketing Goals

The main goal of social media is not…

… to convert

visitors into

leads

… or close leads into customers.

Social media exists to…

… turn strangers into visitors to your site

… to build awareness of, familiarity

with, and trust toward your brand

… and to delight customers, to turn

them into promoters of your brand.

To achieve these goals, your

social media marketing should

be a combination of…

Trustworthy

industry

information

Photo source: Boughtonlaw

Inspiration

Fun

Photos source: Moz

Benefits those who share it

Focus on engaging with your audience.

The best way to get good at social

media marketing is to…

Do it.

Alex Rascanu l Marketing Manager

@alexrascanu

www.poweredbysearch.com

alex@poweredbysearch.com

APPENDIX

Sources: HubSpot and Moz

Photo credits: slide 2: http://goo.gl/JCtdN

slides 5 and 6: http://www.hubspot.com/inbound-marketing

slide 9: http://www.flickr.com/photos/cindy47452/3682879212

slide 9: http://www.flickr.com/photos/haagsuitburo/8334513758

slide 10: http://www.nyse.com/images/about/LinkedInOB.JPG

slide 11: http://www.poweredbysearch.com/top-seo-tools-experts-use

slide 14: http://www.flickr.com/photos/sprengben/4462026879

slide 21: http://www.flickr.com/photos/dellphotos/8534711615

slide 22: http://www.economist.com/styleguide/introduction

slide 30: http://passportsprada.blogspot.ca/2011_12_01_archive.html

slide 33: http://www.flickr.com/photos/nathangibbs/98592171

slide 34: http://www.flickr.com/photos/vidarino/156396140

slide 35: http://www.flickr.com/photos/43259949@N04/8492690400

slide 36: http://www.flickr.com/photos/43335486@N00/6967423963

slide 37: http://www.flickr.com/photos/bocavermelha/66759796/

slide 38: http://www.flickr.com/photos/98876848@N00/3155400274

slide 41: http://www.boughtonlaw.com/people/lawyers/roger-s-watts/

slide 45: http://www.robwilkerson.net/2012/08/do-what-you-can-its-least-god-expects.html

slide 46: http://www.flickr.com/photos/moritzaust/7832726374/