Taking Advantage of Social Media the Right Way
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Taking Advantage of Social Media the Right Way
What’s the Point of Social Media?• To gain website traffic and online attention that ultimately
leads to a conversion.• A conversion can be:• A lead• A sale• A like/follow• An email subscription• A sign up• And more
Social Media is Great For:• Constant customer communication
• Building trust among potential and current customers
• Building a loyal following inside and outside of your local area
Social Media is NOT Great For:
• Specific industries, products, and services
• Constant sales, discounts, or promotions
Social Media Requires SMART Goals
SMART Social Media Goal Example• “We aim to increase leads by 10% over a 6 month period using Facebook
advertising campaigns and lead tracking metrics.”• Specific — Every aspect of the goal is detailed.
• Measurable — Can easily measure the increase in sales from the start of the campaign to the end of the campaign.
• Attainable — It is possible to achieve this goal. If the time constraint was shifted to 6 days, that would be another story.
• Relevant — The goal is relevant to the entrepreneur’s business goals.
• Timely — The goal has a realistic end date, creating accountability.
Channels Available to Small Businesses• Facebook• Twitter• LinkedIn• Pinterest• Instagram• Google+• Snapchat• Slideshare
• YouTube• Tumblr• Vine• Reddit• Periscope• Flickr• Soundcloud• And More
Does This Mean Your Business Should Use Every Social Media Channel Available?
You Don’t Need to Use Every Network• In fact, it’s better if you choose a handful of networks and
stick to them!
• Where is your audience online?
Facebook• Great For:• Connecting with customers• Providing valuable content• Reaching a majority of your audience• Targeting specific segments of your audience• Posting relevant content that ignites a conversation
• Not Great for:• Constant sales/discounts/purely promotional content• Certain industries such as manufacturing, utilities, and more
Twitter• Great For:• Distributing content such as blogs, articles, press, videos,
infographics, and more.• Quickly connecting with customers.• Acting as a customer service outlet.• Answering customer questions/needs in a timely manner.• #Hashtags and hashtag searches
• Not Great For:• Minimal posting/sharing• Specific industries such as manufacturing, utilities, etc.
• Great For:• DIY Content• Home/Garden/Crafts• Sharing High Quality Imagery
Content• Not Great For:• Extremely professional industries
such as accounting, attorneys, etc.• Non-visual contents
• Great For:• Professional networking• Sharing content within your industry• Developing sales through B2B
connections• Not Great For:• Fun, laid back content and imagery• Connecting with your audience • B2C industries
What and When to Post
Follow the 80/20 Rule for Posting
•80% of your published content should be informational/intriguing/entertaining/relevant
•20% of your content should be promotional/sales oriented.
• Any more or any less of either will hinder your ability to accomplish a goal with social media.
When to Post?
• Several tools will tell you when the majority of your audience is online, including:• Facebook Insights• Tweriod (Find out when your Twitter audience is online)• Twitter Insights for Business• LinkedIn Company Insights
• Frequency?• Test it out! No more than 1-2 Facebook posts and 3-5 Tweets in a
day. Any more is excessive and irritating to your audience.
Do I Really Need to Advertise on Social Media?
YES!
Organic Reach is Dead
• Facebook killed Organic Reach a while ago, and Twitter just rolled out an algorithmic feed. • Advertising will put you in front of the audience that
NEEDS your service and that you WANT as customers. • Regular social media posting does not have the power to
help you accomplish your goal.
Recap
• Social media efforts need to accomplish a SMART goal.• Social media is great for some industries, and terrible for
others.• You don’t need to use every social media network
available.• Use the 80/20 rule for posting content and schedule posts
for the appropriate times. • Advertise!
Any Questions?
Free Social Media AnalysisCall us at 615-890-3600 and mention this seminar for a free
analysis of your social media marketing efforts.
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