Alameda County SBDC Social Media...2018/02/20  · Social Media Marketing New Sites and Strategies for Your Business Hayward City Hall February 20, 2018 Alameda County SBDC Seminar

Social Media Marketing

New Sites and Strategies for Your Business

Hayward City Hall

February 20, 2018

Alameda County SBDC

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Cynthia Mackey– CEO, Winning Strategies LLC, www.WinningStrategies.com– Develop Digital Marketing strategies for SMB businesses– Manage social media, design and build websites and mobile apps, SEO,

place digital ads, supporting graphic design and copywriting

Prior Experience– 10+ years managing Winning Strategies; 10+ years in corporate– Technical Product Manager, telecommunications, and Internet

products/services– Consultant and interim executive for startups in Bay Area/Silicon Valley– Engagement/Development Manager for interactive web and mobile apps– Corporate Instructor and Learning Strategist

Education– Executive Ed, Duke University– Web Administration certification, Golden Gate University– MS, Telecommunications, Golden Gate University– BS, University of Southern California

Instructor

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Agenda

1. Overview: Social Media Networks to Social Marketing

2. Nextdoor.com

3. Google My Business

4. Service Networks (e.g., Houzz, Angie’s List, HomeAdvisor, etc.)

5. MeetUp.com

6. Summary & Conclusion

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Purchasing & Inventory Management © 2012 CARAT

Social Media Networks - New

Sites/Strategies

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Social Media Networks - New Sites/Strategies

Social Media Networks Examples: Facebook, Twitter, YouTube, Instagram, etc.

Broad Appeal

Broad audience to find and connect

Takes work (and time) to find specific audience niches willing to buy

Other Networks, Communities Online Finding niche communities may result in locating your

audience

Numerous communities, networks and sites with active members(e.g., online magazines, NextDoor, Houzz, more)

Identify groups or communities that have an audience that may align with your products or services

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Social Media Networks - New Sites/Strategies

Yelp Premier review network

Users share product and service reviews

NextDoor Premier neighborhood network

Neighbors share product and service providers with neighbors

Referral is the best lead one can get!

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Social Media Networks - New Sites/Strategies

Who is Your AudienceUnderstand your customer - who buys from you?

Important to be clear and specific

Identify a Community that they FrequentWhat online community or resource may they find helpfulCan you participate in that community

Participate and Listen FirstDon’t try to sell right awayFigure out what is appropriate for that community

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Social Media Networks - New Sites/Strategies

Create Plan to Reach themConversationsPost helpful info that highlights your company’s expertiseVideos, audio or images of your work that capture attentionPaid advertisements are also an option if available

Set Achievable GoalsCan be as simple as “I want to increase my interactions from 3 - 5 a week”Keep it simple at first

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Social Media Networks - New Sites/Strategies

CommitTry a minimum of 3 months (or longer!)Be consistent

EvaluateGoal(s) reached?Be honest - why or why not?

CONVERT!Provide a way to get them on your email listProvide a way to get to your website or storePerhaps an incentive or loyalty/rewards program if you have one

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Customer Analysis Before writing or rewriting website

content, make sure you have a current Customer Analysis

A Customer Analysis is a key part of every Marketing Plan and Business Plan

A Customer Analysis identifies: customer buying criteria,

customer behavior analysis and

customer demographics

Customer Analysis

TIP: If you have a social media BUSINESS page, you can review the audience analytics to get the demographics

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The Customer Buying Criteria and Behavior Analysis can be used to formulate content for your social and online community posts Content

The Customer Demographics can then be used to identify superior marketing channels for the internet marketing campaign

Online Marketing

ChannelsCustomer Demographics

Behavior AnalysisCustomer Analysis

Buying Criteria

Customer Analysis

Social Content

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Social Media Networks - New Sites/Strategies

NextDoor6 years old10M households in USWay to connect neighbors in an online communityLimited to the neighborhood you live inExpanding to allow neighbors to rate businessesHyperlocal

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Social Media Networks - New Sites/Strategies

NextDoor - What Can You Do Is your target audience in neighborhoods?Join Nextdoor and learn how it worksIdentify neighborhoods and any current customers in those neighborhoodsAsk them to rate your businessNextdoor ads are currently available for large businesses, but may open to small businesses

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Social Media Networks - New Sites/Strategies

Houzz9 years old40M unique monthly users in USStarted as a way to connect design-focused professionals with DIY home remodelsNow provide access to product, talent and expertise

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Social Media Networks - New Sites/Strategies

Houzz - What Can You DoIs your target audience associated with home services, design or DIY projects?Study and learn how it worksDetermine what might work for you on HouzzJoin Houzz and create your profile to build reputationPost frequently and answer questions that indicate your expertiseCreate a Houzz Pro account to advertise

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Social Media Networks - New Sites/Strategies

Home Advisor19 years old

Formerly Service Magic

Nation’s largest online marketplace for local screened home professionals

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Social Media Networks - New Sites/Strategies

Home Advisor - What Can You DoCan join if target is homeowner, property manager or someone needing home (or commercial) services

Have PRO package to get more results/leads

Be patient and engage to really determine if will work for you

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Social Media Networks - New Sites/Strategies

MeetUp16 years old

8M+ MeetUp Members

Online tool to set up in person meetings

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Social Media Networks - New Sites/Strategies

MeetUp - What Can You DoYou can find a Meetup to attend or create one

Good for meeting people who you don’t know with common interests

If you set up a Meetup, give it time to catch on

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Social Media Networks - New Sites/Strategies

How Find Communities that Apply to My Business? Market Research

Google (or your favorite search engine) topics of interest as it often leads to online resources

Wikipedia can often be a good resource

LinkedIn searches on a topics related to your business or your audience can also lead to resources, groups or potential leads

Offline events(e.g., mixers, trade shows, courses, conventions, etc.) may also introduce contacts and resources for lead generation or to place ads

Google My Business

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Google My Business

Google My Business - NEW

Google combined Google+ and other Google properties into a small business focused solution called “Google My Business”

This is to make it easier for small businesses to use and be successful

Google will also continue adding features

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Google My Business - Search

Google Search has expanded features to help small businesses

These features are available if you have claimed your Business on Google

Claiming Your Business allows those who search for you to see info right on the first search result for your business

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Google My Business - Search

Google Search has added Questions and Answers so that a customer can ask a question and business can answer

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Google My Business - Search

Another Questions and Answers example

Credit: from Google My Business presentation Nov. 2017

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Google My Business - Search

Your business can now share updates and incentives that can be seen in search results

Examples: photos, updates, specials and more

Credit: from Google My Business presentation Nov. 2017

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Google My Business - Search

Google is working to make it easier to learn what is working with your search and how people are finding you

Insights provide info such as where are customers coming from, how did they find you and more

Credit: from Google My Business presentation Nov. 2017

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Google My Business - Search

Insight - What action do customers commonly take from your search listing

Insight - the number of times your business photos are viewed compare to other businesses that you like

Credit: from Google My Business presentation Nov. 2017

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Social Media Insights + Google Analytics

Google Analytics provides info about your website traffic & marketing effectiveness

Data on the number of visitors, pages viewed, etc. , help to gauge traffic and trends

Helps evaluate effectiveness of advertising campaigns

How Get Onto Your Website? Setup an account, and copy code provided to your website

How Well is Your Marketing Doing? Check who’s coming to your website to tell. Free Performance Assessment Tool: Google Analytics Overview: http://www.google.com/analytics/

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Google Analytics: Visitor Information

Visitor Demographics: Language, Country & City

Google Analytics provides detailed visitors information. Below is just a sample.

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Google Analytics: Network ReferralsSocial Network Referrals show you the traffic that comes from the social networks.

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Google Analytics: Social ReferralYou can dig further and see what Social Network sent visitors to specific web pages.

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Google My Business

Google My Business - What Do You Need to Do

Visit www.Google.com/Business

Claim your business if you haven’t

Get a Google website (it’s free) if you do not have a website

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Social Media Networks - New Sites/Strategies

NEW - Sell Items Directly on Facebook

Facebook Marketplace

Similar to Craig’s List

Another “channel” for the right product

If you do try it, give it some time. Don’t expect a sale the first go round.

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Social Media Networks - New Sites/Strategies

Shoppable Post in Instagram - EXAMPLE

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Social Media Networks - New Sites/Strategies

Broadcast” from Facebook (and Instagram) directly - Facebook LiveBest Practices from Facebook

Tell people ahead of timeMake sure you have a good connection Write a clear and compelling descriptionAsk viewers to follow you and receive notifications when you go live againCan see commenters - say hello by name!Go Live, Stay live - recommended to stay live longer to reach more people; minimum of 10 min. recommended. Can go up to 4 hours.

https://www.facebook.com/facebookmedia/best-practices/live ;

Find more How to’s and tips at https://live.fb.com/

Summary & Conclusion

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Course Review

Have a Social MARKETING Strategy

Identify online communities, blogs, other groups or

networks that may unlock leads and sales for you

Listen and learn from the group

Determine best way to introduce yourself and your

business

Give it time

Measure results with social media insights and Google

Analytics

Use what is free, but don’t be afraid to try ads

Good luck!

4970

Post-training Evaluation

Thank you for attending this seminar!