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Research shows 79% of U.S. adults use social media. Yet, as a small business owner are you posting, liking, retweeting and yet getting zero response from your fans or followers? Here's a clue....you're not posting the right thing. In this Small Business Marketing 101 webinar, we'll enlighten you on the top three reasons small businesses are clueless when it comes to social media. You'll get tips on:• What social media spaces you should be occupying.• What posts and tweets have the greatest customer engagement.• How often you should be updating fans and followers with what you're doing.
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Clueless aboutSocial Media
3 Reasons Your Small Business is
Session Framework
•Find your audience, voice and what to say.
•#1 question to ask prior to posting.
•Close with five action points to start on today.
•Cole Directory published in 1947.•Crisscross directory of addresses & phone numbers.•Invaluable information for a number of industries:
•Telemarketing•Debt collection •Law enforcement
•Today, web-based lead generation for businesses.
Background
Jack Cole
www.colecommunity.com
Social Media Stats
Social Media Stats
•79% U.S. adults use social media:•900 M active Facebook users.•200 M active Twitter users.•10.4 M registered Pinterest users.•More than 324 M view more than 2.5 B pages/month.
1. Don’t know the “voice of your brand.”
2. You don’t know your audience.
3. You don’t know how to articulate the value of your service/industry.
Three Clues
Flickr.com via aussiegall
Is all About Engagement:•Listen•Respond•Communicate
Don’t:•Overly Self-Promote•Hard Sell•badger
Social Media
Give Thanks
“When I first started tweeting, I had no brand recognition; no one knew who I was. To build my brand I started creating conversations about what I cared passionately about: wine.” ~Gary Vaynerchuk
Search.Twitter
Find Your Voice
•What’s interesting about my product/service?•Why did I start my business? Inspiration?•What challenge/problem am I trying to solve?•“Aha” moment? Result?
Tap Brand Evangelists
•Rethink the customer testimonial.•Ask for permission.•Promote on website.
Who’s Your Audience?
•Current customer base:•Age
•Gender
•Estimated income & home value level
•Is that consistent with your ideal target market?
•Survey/poll base to see what social media spaces they spend time at.
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Pictures:•Representative of your brand•Creative•Updated frequentlyVideos:•1-3 minutes in length•How-tos, testimonials, promotions Questions, blog articles:•Relate to your service/industry •Relevant•Interesting
Post Quality Content
Is this content relevant to my audience or business?
# 1 Question to Ask
Is this content relevant to my audience or business?
Tag People
Always Respond, never delete:
•Be courteous, ask to talk offline
•Offer a customer service number
•Be representative of your brand
•Watch what employees are saying/posting
•Consider a social media policy
Timely Response
Highlight Posts
•Pins are located in the upper right hand corner•Stays at the top of your Timeline for up to 7 days
•Share
•Like
•Respond to your
friend’s content
Share the love
Consider:•Schedule Facebook posts
•Ideally once/twice a day•Create conversations/build relationships/hold contests.•Give stuff away!•Schedule other social media updates with free tools
•Hootsuite•Keep tabs on the competition•See how your favorite stores, brands & companies are engaging with their friends
More Tips
Don’t Be Everywhere.
•Focus on your strengths.
•What social media spaces best represent that.
•Cross-promote•Email signature
•Direct mail
•eNewsletters
•Social media spaces.
•Automate sparingly.
•Be consistent.
Articulate Your Value
•Being local is a huge asset! •You live and work in the community.
•You understand the needs of your neighbors.
•Harness your power.
•Customers’ needs come first!
What is foursquare:•Location based marketing using a cell phone
Why it’s important:• Both foursquare use, and smart-phone use are on the rise• More buzz = More traffic = More sales• Foster customer loyaltyHow:• foursquare.com/add_venue• Choose appropriate “badge”• Implement loyalty rewards program
Drive traffic using location-based applications
TMLocation! Location! Location!
Reward customers who “check in”
•Offer a Discount for rate user experience.•Make sure you can track the response.
Drive Online Reviews Via DM
Reward Reviews
Customer R
eviews
Five Action Points
• Find your voice.
• Figure out where your prospects/customers hang
out online. Be there.
• Determine relevance prior to posting.
• Add local to your posts and be responsive.
• Track to see what’s working and do more of that.
Resources
facebook.com/FacebookPages
www.socialmediaexaminer.com
www.Hubspot.com
www.hootsuite.com
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