View
2.620
Download
3
Category
Preview:
DESCRIPTION
Leverage the power of social media to build brand awareness, attract site visitors, and turn customers into promoters. More details on this presentation: http://www.alexrascanu.com/social-media-marketing-startup/ Presentation delivered at an Emerging Entrepreneurs training session organized by the Learning Enrichment Foundation in Toronto, Canada.
Citation preview
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/
Recommended