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Small business can level the playing field when reaching out to their customers once they slay some of the myths around what social media means to them and why they need to address it in their business. Mastering these key advantages helps your business to stand out. Social media is not just for the "big boys" any more (if it ever was).
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Slaying the social media beast Strategies for small business
SKILLSCLICK TRAINING SERVICES
Setting the
Stage
Social Media is becoming an essential
component in everyday life
“Regardless of how you feel about social media, it is becoming more crucial to our
everyday functioning, and increasingly affects our buying decisions. You cannot
escape this reality”
Social Media
Marketing Is about promoting your brand. It involves
establishing a social media presence on
major platforms. It involves creating
shareable content. It involves cultivating
customer feedback.
Social Media marketing benefits
Brand building, improved brand awareness,
word-of-mouth advertising,
increased customer and trust and loyalty,
Increased audience reach and influence
Social Media
Selling Is about using social channels combined
with traditional selling methods to
network, generate leads, demonstrate
credibility and conduct sales research
Buyer behaviour has changed
92% of buyers ignore
unsolicited phone and email
contacts.
70% of buyers start researching
options without sales contact.
Data from Nimble Marketing
Level the Playing Field
The small business advantage
Social media - integral to marketing plan
fine tune business goals
Social media complements traditional marketing efforts
Small business can be more nimble connecting with consumers
listening to, responding to, recognizing trends earlier
The small business challenge
Social media – often not integrated to
marketing plan
Treated as separate activities
Social media considered mysterious,
intimidating by many
Often considered a time suck
Small business overwhelmed by choices
Not sure how to connect with customers
Some statistics*… Small business & social media
• 80% of marketers indicate that social media is important to their
business
• Social media marketing budgets are poised to double in the next 5 years
• 74% of all marketers say Facebook is important to lead generation
strategies
• 92% of consumers trust social media recommendations more than any
other kind of recommendation
• 100% of business decision-makers use social media to meet objectives
• 53% of people on Twitter recommend companies and/or products in their
tweets. 48% deliver on their intent to buy that product
• Why should your Ideal Client choose you?
*Social Media Examiner
The benefits of social media marketing mastery?
Integrated marketing plan
fine tuned business goals
Social media marketing complements traditional marketing efforts
Avoid the cold sell
customers pre-qualify themselves; already fans of your product(s)
Focused attention to customers
Avoid wasting time, effort & money by knowing who and where to
focus
Work on the key facets of your business
Your Customers Can they hear your message?
Eggs & Baskets
SKILLSCLICK TRAINING SERVICES
Common Frame
of
Reference
Social Media Marketing consists of the attempt to use social media to persuade consumers that one’s company or products and/or services are worthwhile - sbinfocanada
Do you know…
Your business mission & vision?
• What you want to accomplish in your business?
• Your marketing plan?
• To refer to your marketing plan on a regular basis?
• How you’ve positioned social media marketing in your business?
• Your marketing map to success?
• Your Ideal Client?
• Why should your Ideal Client choose you?
Your social media purpose…
Check any that apply. Do you want to use social media to:
• Build your brand?
• Drive leads to your business?
• Provide ongoing care for existing customers?
• Build your authority?
• Create and deliver publicity-focused information in and for your
business?
• Any other reasons to use social media in your business?
Who are you trying to connect with?
Who is this person?
Customer profiles tell the story
Why should you care? • Focus on those ready, willing and able
to buy from you
• Keep a lid on unwarranted expenses
• Promote your business for relatively
small investment
• Invest in the right tools to reach your
ideal client • Track & measure your success
Can you picture this person?
How well can you describe your
ideal client?
Do You Know.. • What they generally do for a living?
• Their average income?
• What they care about at work or at home?
• Where they spend their time online?
• What they spend their money on?
Blogs & Forums
Social News
Media Sharing
Micro blogging
Bookmarking
Social Networks
Six types of social
Media
• Social News
• Social Networks
• Bookmarking
• Micro blogging
• Media Sharing
• Blogs & Forums
Media types defined
Social Networks
• Allows you to connect with others
• Shared backgrounds and interests
• Profiles, various ways to interact
• Can create Groups
Bookmarking Sites
• Services allow sharing, organizing & management of links to various
websites and web resources
• Most allow tagging for easy search
Social Networks
Value: Connect socially/professionally With peers, influencers, customer Support. Use to grow your mailing
Contact list.
Bookmarking
Value: Build authority, increase following
Post frequency: submit relevant Articles once
Media types defined
Social News
• Services allow posting of news items/links
• Community voting key to prominence
• Community decides what gets seen by most people
Media Sharing
• Services allow users to upload and share (pictures/video)
• Usually has additional social features
• Profiles
• Comments, etc
Social News
Value: Build authority, connect with influencers
Post frequency: once per article Community “votes” on Relevance/popularity
Media Sharing
Value: Build authority, build following
Posting frequency: project based
Media types defined
Micro Blogging
• Short updates for subscribers
• Updates in Real-time
• People subscribe to receive updates
Blogs & Forums
• Blogs support specific topics
• Forums allow online conversations by posting messages
• Both allow commenting and require additional monitoring
Micro blogging
Value: Connect with various audience categories in real time
Posting frequency: 4x day+
Blogs & Forums
Value: Build thought leadership. Your social media hub centre. In your control
Posting frequency: On a regular schedule
Media types defined
CurrentClients/connections
Potential clients
Vision statement needs
Product promotion
Your social media focus
Your ideal client checklist results
Tells you who, what, where and
how…
Do You Know.. • This info provides your focus?
• This info will reduce your overwhelm?
• They’ve told you how they want to connect
with you
• This will help you create your future
products/services?
• Help info will eliminate the hard sell
You have your picture of the social
media marketing objectives for your
business
The road map.. • Where to start focused on mastery
• A reminder that it’s not about you – it’s
about your client
• Validates your decisions
• Points to your future products/services
• Eliminates the hard sell
Your social media choices
Let your clients lead the way
• Be wary of “group think”
• Does it serve your business?
• Be true to your mission & vision
• Make the best use of your resources
• Time, money and energy
What works for one industry may not work for another
Your social
media choices
What will you use?
In what order?
What will you need?
Start small!
Add and number your social marketing choices that will support your ideal customer. Start with the most important Item in the centre. Be prepared to discuss your choices.
Your next steps
Will you need to…
• Learn about this media platform?
• Manage this yourself?
Are you…
• Being true to your mission & vision?
• Making the best use of your resources
• Time, money and energy
Are you ready?
Do you want to master…
• Social media selling for your business?
• Social media management yourself?
Are you…
• Ready to take your actions to the next step?
• Ready to make the best use of your resources
• Time, money and energy
Connect with SkillsClick Training for more information
