alameda county sbdc social media...2018/02/20 · social media marketing new sites and strategies...
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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!
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Post-training Evaluation
Thank you for attending this seminar!