Reinders social media

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

• Facebook

• Twitter

• 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

• Email

• 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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