SOCIAL MEDIA MARKETINGAn introduction to marketing your business online.

WHO WE AREYour presenters today:

Ashley -Public

Relations Manager

Matt Rouse -SEO Lead and Social

Media Marketing

Hook SEO is an online marketing firm specializing in content marketing for local small businesses. A Hillsboro Chamber member, we are located in Hillsboro.

Social Media Marketing vs. Search Marketing

• People used to search online by typing things into a search engine.

• "Discovery" was done by searching for a specific product or service.

• "Discovery" is now mostly done through social media sharing. People see something they like or their friends like and "like" or "share" it on their newsfeed.

• This can be done through any social media service: Facebook, Twitter, Google+. Instagram, Pinterest, and others.

THE ANTIQUES BUSINESS

The goal is to get the products in front of people who may not know they want them yet. People may not know that they want what you have to offer until they see what you have to offer. Use hashtags for search purposes so that people can find your items for sale when they do know what they want and are searching for specific items. Ex: #rotarytelephone

FACEBOOK

• Profiles vs. Pages vs. Groups.• Pages are for Businesses, Products, Services, etc. For

example: Le'Stuff Antiques.• Profiles are for individuals. For example: Your

personal page. • Groups can be used to get a community of

individuals together.

FACEBOOK POSTING• Try to use a photo or video every time.• Share only things from your own feed if possible.• Posts should be short and sweet. "Check this out." "Haven't

seen one of these in ages", Let the post image speak for you. You can also use a call to action. "This just in! Call us at 844-888-4665"

• Post images can be edited before posting to add text or a call to action.

• Posting picture galleries can also work as they take up more space in the news feed.

• #Hashtags can be used to make words stand out or for trending.

FACEBOOK BOOSTED POSTS

• Use Boost Post ads with Targeting.

• Target by location and/or interests.

• Test different combinations for similar products.

• Make note of the ones that get the best results to use later.

• Page Settings -> Insights to get data on engagement.

• Boosted Posts cannot contain more than 20% text.

FACEBOOK EDGERANK

Edgerank is what determines if a post gets shown. This is a hidden number assigned by a mathematical algorithm. Post type and engagement are major ranking factors.

Other things can negatively and positively influence Edgerank. Here are some do’s and don'ts:

FACEBOOK GENERAL

GUIDELINES• Responsiveness and Engagement - You have to respond to

comments, questions.

• Ask happy customers for reviews.

• Ask people who enjoy your products (brand influencers) to

share your posts.

• The more people engage with your posts and your page,

the more likely your posts will show to more people. Use

boosted posts to send out to more of your "fans".

FACEBOOK EDGERANK DO’S: 1The algorithm loves:

• Posts with lots of comments• Posts with lots of likes• Post types that users seem to prefer more than others

(e.g., photo, video, or status update)• Posts that reference a trending topic• Posts that receive a high volume of likes, comments,

or shares in a short time.• Link posts to your own content outside of Facebook.• Videos uploaded to Facebook that receive a large

number of views or extended viewing duration

FACEBOOK EDGERANK DO’S: 2• Posts that tag other pages within the text

• Posts that are liked or commented on by one’s friends

• Posts from pages that one interacts with often

• Post types that one interacts with often

• Complete profile information

• Posts from pages where the fan base overlaps with

the fan base of other known high-quality pages

• Images and videos that have not previously appeared

in the Open Graph

• Links that have not been posted before

FACEBOOK EDGERANK DON’TS: 1The algorithm is not too keen on:

• Clickbait and Like/Share-baiting

• Frequently circulated content and repeated posts

• Posts that include spammy links

• Text-only status updates from pages

• Posts that are frequently hidden or reported (a sign of

low quality)

• Posts that contain the words “like, comment, or share”

FACEBOOK EDGERANK DON’TS: 2• Over-shared content/memes

• Fans of a page may see that page’s posts bundled

together in the News Feed

• Overly promotional content from pages

• Posts that receive negative feedback

FACEBOOK SUMMARY

• Original content

• Engagement

• Non-promotional

Google+ & LinkedIn• G+ is similar to Facebook - has business pages and

profiles, more for professional use.

• LinkedIn - For professional profiles for networking. You

can also create a business profile.

• Both of these social media properties are good for

finding other professionals in the industry.

• Actively connect with other local business people.

TWITTER• Twitter is good for current events, also things like TV

Shows.

• Twitter you can post many, many times a day.

• Uses #Hashtags for search.

• You can create your own hashtags, like #lestuff.

• Post pictures with location to take up more space in the

Twitter feed.

• Share content on Twitter from your other networks.

INSTAGRAM• Photos and hashtags - no links. (Links can be placed in your

bio only.)• Your profile should contain the information on how to

reach you, such as a URL.• Use 1-5 hashtags in post, then later you can comment on

your own post with more hashtags.• Commenting and like the posts of others can help grow

your follower count.• Tag fans or friends in pictures or comments to generate

more exposure.

PINTEREST• No longer just for recipes and DIYers, Pinterest has opened up

their site for business-specific accounts.• Tell your story. Engage people. Be relatable, and answer the

question, "so what?"• Build collaboration with your customers by getting them

involved.• Make your products and services discoverable by using

descriptions and tags.• People can set up as a business, or convert personal accounts

into business accounts. There are pros and cons to both, so weigh your options. Do you have a lot of followers in your personal account? You may not want to have to build that following up again.

PINTEREST CONT’D• You can link your website to your account.• Business can group photos into "boards". Create boards on

your Pinterest account that relate to keywords for which you would like to rank.

• Posts can have links to places like Ebay or store links and product pin can have prices.

• You can drive traffic to your site with a Pin It button, and create followers with a Follow button. You can also share your pins (like tweets) on your website.

• Track who is pinning your content, and interact with your them and other followers.

• Keep your personal stuff on your personal page.

Q & A

Questions?

WHERE YOU CAN FIND US:

• LinkedIn: LinkedIn.com/Company/Hook-SEO

• Twitter: @HookSEO –Twitter.com/HookSEO

• Facebook: Facebook.com/HookSEO

• Pinterest: Pinterest.com/HookSEO

• Instagram: Instagram.com/HookSEO

• Google+: Plus.Google.com/+HookSEO

HOW TO REACH US:

Email: Matt@HookSEO.comAshley@HookSEO.com

Phone: 884-888-HOOKWebsite: HookSEO.com

Thank you!