Published on June 12, 2014
© 2014 Penheel Marketing Using Social Media Effectively Tipsfor Smalland New BusinessOwners By: Becky Livingston President & CEO Penheel Marketing
© 2014 Penheel Marketing About Me Becky Livingston Owner Penheel Marketing 25+ years of marketing and technology experience 11 years in the financial services industry Social Media & Digital marketing professional Public speaker and trainer Frequent guest blogger Dog and shoe lover © 2013 Penheel Marketing
© 2014 Penheel Marketing
© 2014 Penheel Marketing What is social media marketing? Social media marketing is a recent component of organizations' integrated marketing communications plans. Integrated marketing communications is a principle organizations follow to connect with their targeted markets. Source: http://en.wikipedia.org/wiki/Social_media_marketing
© 2014 Penheel Marketing The Process © 2014 Becky Livingston Know Create Engage Manage Report Why are you doing this? • Key objectives • Niche • Target Market • Competition What is your value proposition? How easy will it be for clients / prospects to find you? Your social network to achieve objectives. List. Listen. Connect. Relationships. Time. Reputation. Know how others perceive your value and leverage that. Measure each week or month. Define objectives and goals and track success to those goals.
© 2014 Penheel Marketing Top 5 Platforms 1. Facebook 2. Twitter 3. Pinterest 4. LinkedIn 5. Google Plus We will also talk about video throughout the course.
© 2014 Penheel Marketing How to choose the platform? • Choose the most suitable platform by media type. • Go where your audience is. • What are the objectives? • Find the target demographic. • Know your budget. • Do a few and do them well.
© 2014 Penheel Marketing What Works Where
© 2014 Penheel Marketing Is your target here? When thinking about a social media platform, knowing where your customers are is very important.
© 2014 Penheel Marketing Goals Social Media Helps You Achieve Source: Woodwing.com 0 10 20 30 40 50 60 70 80 Other We don't use social media Event promotion Marketing Campaigns Advertisements Generating traffic to the website Interacting with customers Attacting new customers in new… Attacting new customers in existing… Brand Awareness
© 2014 Penheel Marketing FB - Example https://www.facebook.com/Volvo
© 2014 Penheel Marketing FB Take Aways • Use the URL in the update rather than in the preview box and add a photo • Post photos regularly • Chat & interact w/ comments • Run competitions if possible • Post at least 2 updates / day • Ask questions & join in with answers, sharing tips • Be fun, helpful, professional, and engaging
© 2014 Penheel Marketing Twitter Example https://twitter.com/nytimes
© 2014 Penheel Marketing Twitter Take Aways • Know the best day to Tweet (not Wed/Thurs) • Tweet between 8 a.m. – 7 p.m. • < 100 characters (allows for ReTweeting) • Use #Hashtags (< 3 per Tweet) • Ask followers to reTweet Asking followers to “RT” increases rate by 10 x. Asking followers to “ReTweet” increase 23 x.
© 2014 Penheel Marketing Pinterest Example http://pinterest.com/wholefoods/sweet-tooth/
© 2014 Penheel Marketing Pinterest Take Aways • Drive traffic back to your content • Showcase your expertise • Let your personality shine • Focus on lifestyle not products • Tag others using “@” • Always credit source • Include keywords in profile • Create themed group boards
© 2014 Penheel Marketing LinkedIn Example http://www.linkedin.com/company/hubspot
© 2014 Penheel Marketing LinkedIn Take Aways • Develop a campaign • Create leads • Cross promote • Engage your audience TIP: Regardless of what products and services your company sells, create marketing offers, such as free demos, a free consultation or free ebooks or special reports, and share Information on these to generate leads from your LinkedIn company page.
© 2014 Penheel Marketing Google Plus Goals • What do you want to accomplish – leads, engagement, education? • Do you want to improve Google search ranking? • Who do you want to connect with? • Increase video development and postings • Share exclusive content
© 2014 Penheel Marketing Google Plus Example https://plus.google.com/+AngryBirds/posts Colorful Share videos Funny
© 2014 Penheel Marketing Google Plus Take Aways • Leverage for exclusives. • Record video to share. • It’s tied to other Google products. • Add to your social marketing lists. • It’s great for niche audiences. • Aids in SEO.
© 2014 Penheel Marketing Social Media Workflow Source: Digital Strategist
© 2014 Penheel Marketing Social Media Workflow, cont.
© 2014 Penheel Marketing Daily Posting Schedule
© 2014 Penheel Marketing Social Media Getting Started Checklist Determine the Social Media network Identify and write your goals Prepare budget Identify the team Content Calendar User names The voice Logos/Design
© 2014 Penheel Marketing Who is Penheel Marketing? Social media and digital marketing consulting firm for CPA firms, small businesses, and non-profits. Marketing Analytics Website analytics, online advertising analytics. See which sources are generating the most leads. Email Send personalized, segmented Emails based on any information in your contact database. Search Engine Optimizations Improve your rank in search engines by finding and tracking your most effective keywords. Lead Management Track leads with a complete timeline-view of their interactions with your firm. Blogging Create blog content quickly while getting SEO tips and best practices pointers. Social Media Publish content to your social accounts, then nurture leads based on their social engagement. http://Penheel.com
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