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March 12, 2015Steve Drake
Using Social Media & Websites:
To Grow Your Business
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22nd Green Industry Conference
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Generational Change + Digital Revolution =
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WhatWhyHow
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Via the “social internet”
Your Prospects Are Here
Are You?
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Texting
• Do you collect cell phone #s of customers so you can text alerts to them?
• Text alerts? Yes!
– Just announced special discount on ….
• Caution: don’t be a spammer! Get permission.
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Mobile Apps
• There’s an app for that!
• Why not product apps?
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U.S. Mobile App Use
55+ Year Olds
25-34 Year Olds
35-54 Year Olds
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The World Has Changed
If
can’t find you …
You Don’t Exist
Lawn Care Services
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Landscapers
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The World Has Changed
Word of Mouse Expands Word of Mouth
You Are What You Publish
• How often do you share links of interest?
• Do you help answer key questions via a blog?
• Are you active on social media sites?
• Do you post videos and photos online?
• Do you share news of your customers or Reinders?
• Are you THE expert resource for your customers and prospects?
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Listening Tools
• Google News Alerts
• Hashtags
• Key Words
• Other social media
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Google News Alert
– Key customers
– Key prospects
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– Your competitors
– Yourself
Monitoring
• Comcast service
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Share & Engage
Share
1. Links
2. Photos
3. Videos
Engage
1. Friend, like
2. Follow, retweet, pin, post
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You are what you publish!
CONTENT
1. Stand at Your Seat …
2. SIT if you have ever …
a) Used Yelp to check out a restaurant or event
b) Used Trip Advisor to check out a hotel
c) Googled a product before you purchased
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Content Philosophies
• They ask … you answer.
• If you are hard selling, you are losing.
1. Content strategies
• Whose job is it?
2. Create content editorial calendar
• Lays out what, where, when & who
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Buyer/Customer Perspective
Think WII-FM!
• Problems
• Trends/Issues
• Concerns
• Research
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Sharing Builds Audience
• Blog
• Retweet
• Like
• Post
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Create a
Strategy
Potential Tools of Your Hub
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Websites
• THE most important element today
• Can no longer be an “electronic brochure”
• Must be interactive
• Must have new info DAILY
• Should be the “hub” of all content
• Must be adaptive …
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Adaptive
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Why a Blog?
• Drives people to your website
• Creates informed buyers
• Solves their problems
• Reinforces sales efforts
• Builds your reputation as valued resource
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Answer Questions
• They ask …. You answer!
• Provide answers to buyers’ problems
• Your suggestions for top questions
– 26.8% said cost or price
– 17.9% said availability
– 16.1% said performance, specs, capabilities
– 8.9% said effectiveness
• Write stories that answer those questions
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Blogging Tools
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WordPress Blogger
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Who & Why BEFORE What & How
• Blogs• Facebook• YouTube• LinkedIn• Twitter• Flickr• SlideShare• Delicious• Yelp!• Craigslist• Instagram• Google News Alerts
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Personas
Develop persona of “typical” customer/buyer:
• Who?
• Where?
• When?
• How?
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• Why: Build audience & fans
• What: Monitor, connect, engage
• When: IF fits persona
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• Why: Build business-to-business audience• What: Share links & information• When: IF fits persona
Individuals:– 6,849 “golf course superintendents”– 48812 landscape contractors (829 in Wisconsin)– 18,761 irrigation contractors (226 in Wisconsin)Groups:– 15,752 in “landscape contractors” group– 3,434 in golf course superintendents, assistants and
interns
• Consider upgrading to “Pro”41
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3,444,203 followers
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• Why: Build informed audience
• What: Visually showcase your products at work
• When: IF fits persona
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Consider GoProcamera
http://phccgreens.blogspot.com/2013_06_01_archive.html
The Winter After the #WorstWinterEverhttp://ow.ly/JIOWs
160,605 views!
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• Why: Share & Engage
• What: Share photos/stories
• When: IF fits persona
• Why: Build informed audience
• What: Monitor, share links
• To videos, white papers, successes
• When: IF fits persona
• #Throwback Thursdays
• #Testimonial Tuesdays
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How do you have the time?
We’ve switched from “boob tube” to social media.
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71% of USHouseholds
Yes, It Takes Time
• Consider creating a “To stop” list
• Devote at least 44 minutes a day to listening & monitoring
• Creating & distribution takes more time
• Central vs individuals
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Don’t Have Time?
• Service like Hubspot
• Intern
• Buy it with Google AdWords
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Discussion
1. What does this mean to you? Your company?
2. Strategies: Define 1-3 personas
3. Tactics: Which tools for you?
4. Develop 1-3 potential actions
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Much of this information provided by NCTA from research conducted by Market Directions Inc.
Gen Y Information Sources:
1) Market Directions … www.marketdirections.com
2) NCTA/Drake & Company … www.drakeco.com
3) Beloit College … www.beloit.edu (Mindset List)
4) Knowing Y: Sarah L. Sladek
5) Generational Diversity: Jamie Notter
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Steve DrakePresident
10564 Carena CircleFort Myers, FL 33913
(314) 239-9464
CONTACT INFORMATION
[email protected]@stevedrake@causeaholic
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