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BrightZone
• Who we are• Services we offer– Identify your best customers– Build brand awareness– Content development– Improve web site traffic– More effective marketing – Targeted advertising
• How small business can benefit– Develop a better understanding of you customer(s)– Improve marketing to increase leads and sales– Develop awareness of changes and leverage opportunities
Foundation for discussion
• Blog• Social media
– Twitter– Facebook– Google+– LinkedIn– Pinterest or Instagram– You Tube– Yelp, Google Places, Around Me,
Mapquest, Google Maps other local directories
• Newsletter• Email
No
BrightZone
Yes ??
Marketing Basics
• Social media is an extension of Marketing– All elements of marketing still apply– It is only the channels (vehicles) which are new
• Your message must be market driven• Message must adapt to changes in the market• Effective implementation is the key to success
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Social MediaMarketing Basics
• What are you going to say (Branding and persona)• Who are you talking to (Customer avatar)• Scenario – how does your Branding message fill
the wants or needs of the customer?• Message must be easily understood and equated
to a value in customers mind. (what is your value proposition from their point of view -WIIFM)
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Who is Your Target Customer
• Persona– Who are you– What voice do you use– What are your values
• Avatar – who is she?– What are their likes– What are their values– What gets their interests
Selling B to B is still selling to people
Value of Social Media for Business
• Social media is– A way to find people with similar interests– A way to build a community– Place to build relationships – Extensions of conventional marketing channels
• Social media for business is not – The place to bark – Buy my Stuff – The place for a political agenda
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Social Media Channels Start with the most essential for the US
Start with the most essential for the US • Twitter• Facebook• Google+• LinkedIn• Pinterest• YouTube
All of these may not be appropriate for
every businessDetermine which work
best for yours
Social Media SuccessFive Must-haves
1. Content strategy. It is critical to have a continuous supply of information -- editorial calendar along with a plan for creation and production.
2. Consistency – You need to produce regularly and continually and your values and message must be the same across all channels. Social media requires real people representing your firm with a human voice.
3. Commitment. You must show up regularly and participate. Recognize social media is not a quick solution but takes time to build a community and build relevance.
4. Marketing. You must let prospects, customers and the public know about you
5. Brand monitoring. In today’s 24/7 world, you must constantly check what’s being said about your firm, products and brand.
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Social Media is Part of the Story
• Social media is just part of you marketing strategy• Your marketing should reflect your business
strategy• So – social media is integral to your business
strategy
Recognize the social media is not a “Field of Dreams”
If you build it , they will not come!
You will have to entice them!