Social Network MarketingIntegrating Real Life with Online
Presented by Kristin Slice, MAMaricopa Small Business
Development Center
Me: Kristin Slice, MABusiness Analyst, SBDC
Certified Social Media StrategistEntrepreneur
You:?
54% of B2B buyers begin their buying process with informal research about business problems; nearly 80% of the
time spent researching is done line
- 2014, B2B Marketer
51 %percent of local merchants get at least one online
marketing sales call a week, with 10 % getting called almost
on a daily basis.
All resulting in:
Everything I know about marketing…
Roadmap
• Key Elements to Marketing • Putting Together Your Strategy
• Executing Your Strategy
https://conversationprism.com/
Conversation PrismUsing the traditional definition, a prism separates white light into a spectrum of colors. The “white light” in this case, is the focused stream of conversations that are often grouped, but not separated by voice, context, source, or outcome. We take this beam of dialog and blast it into a spectrum of discernible light, let’s call it enlightenment, to see, hear, learn and adapt. We quite literally bring conversations to light. Used figuratively, it references the clarification or distortion afforded by a particular viewpoint…for example, “We view conversations across the networks through the prism of our social dashboard.”
Key Elements to Marketing
Definitions:
• SEO• Social Media • E-Commerce
• PPC
Habits:
• Value Based • They are “big brand” aware
Key Elements to Marketing
Value:
• Eliminates Time and Space Barriers• Leverage Time and Resources
• Small Businesses are Lead by Real Humans
Key Elements to Marketing
Watcha got there?
I’ll take it!
Key Elements to Marketing
Marketing Versus Sales
Your all beautiful unique butterfly's….Your strategy should be unique.
Part II Putting Together Your Social Network Marketing
Strategy
Putting Together Your Strategy
Questions to Ask Yourself: • What is your goal?• How does your target audience use
social media, when purchasing your product or service?
• What resources do you have available?
Putting Together Your Strategy
Putting Together Your Strategy
Selling Online and E-commerce:
- A REALLY REALLY GOOD website- Major resources
- Etsy, Amazon, Bloggers
Part III Executing Your Strategy
Part III Executing Your Strategy
Overview of effort:• Plan - 2 weeks• Execute - 2-4
weeks• Launch• Promote - 2-6
weeks• Measure - ongoing
Executing Your Strategy Planning
• Panning - 1 hours of planning saves you 10 hours of doing
• Start planning 4-6 weeks out (content to be created, editorial plan)
• Social media is a team sport• Create visual and written content
Executing Your Strategy Execute
• Gather followers • Post, interact, listen • Think of promotion as you create and use this to
help you develop ideas or effort and research, it could be a better blog post, slide share, Facebook post or Tweet.
• Create assets and promotional images - including email header, landing page image, blog CTA and social promotion images during this process
Executing Your Strategy Promote
• Use hashtags for organizing the conversation online• Send an internal notification after launching the
campaign in hopes that they will promote it to their own audiences -- the assets, pre-defined tweets, links to the article, etc
• Optimize email for sharing by including social icons, or including CTAs asking people to share the piece of content
• Update nurturing emails with this specific content based on their actions to break up the monotony of typical email campaigns
Executing Your Strategy Promote (tips)
• Post on launch day to LinkedIn, where your customers and other professionals in the space are (once a week for a few months after that - depending on success of content)
• Amplify messages with ads • Change your Facebook cover photo with an image / graphic
showcasing the new material• Post a video on Facebook so you can boost it to targeted
audiences• Create an offer as an ad on Facebook that might offer
targeted audiences a discount to use your product• Pin a tweet to the top of your feed - tweets with images
generate 55% more leads than those that don't
Final Trends to Consider
Mobile More people access the internet through mobile devices than desktops(Google)
Content is not king, Value is QUEEN! 78% of CMOs believe custom content is the future of marketing. It’s not clear what the other 22% are thinking. (SocialTimes)
Old School is the New School 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication.
Activity
Review 2 - 3 businesses with successful social media accounts.
What do you see?
Discuss
Next Steps
Follow 2-3 Business for 1 WeekStart Building Your Strategy
Next Class:Tuesday, 1/31 9:00
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