how social media and content marketing can help grow your business

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Grow Your Business Through Social Media For SCORE Austin 2014 Content Marketing Workshop Series

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Page 1: How Social Media and Content Marketing Can Help Grow Your Business

Grow Your Business Through Social Media

For SCORE Austin

2014 Content Marketing Workshop Series

Page 2: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.2

About Tommy Landry

President, Return On Now

Specialty: Internet Marketing

SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics

20+ Years Marketing

15 Years SEO

11 Years SEM

Lifetime of Content & Social

Page 3: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.3

Where to Find Me

TwitterMe: @tommy_landry

Business: @ReturnOnNow

LinkedIn: www.linkedin.com/in/tommylandry/

Google+: Return On Now

Email: [email protected]

Website: http://ReturnOnNow.com

Page 4: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.4

What Is Social Media?

Social Media is any platform or technology that allows real people to interact, exchange ideas, have conversations, or otherwise be “social” in a virtual environment.

Image Source: Brian Solis on Flickr Under Creative

Commons Attribution License

Page 5: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.5

Types of Social Media

Social Networking (Facebook)

Social Bookmarking (StumbleUpon)

Blogging

Micro Blogging (Twitter)

Media Sharing (YouTube, SlideShare)

Image Sharing (Pinterest, Instagram)

Gamification / Social Gaming

Content Curation Sites (Scoop.it)

Any Online Community

Page 6: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.6

Why Social Media for Marketing?

• 92% of Marketers Say Social Media Is Important for Business

• Increases Awareness Among Target Communities / Audiences

• Builds Expertise Before Clients Are Ready to Buy

• Drives Demand, and in Turn, Leads

• Helps Increase Overall Website Traffic and Revenue Over Time

Serves a CRITICAL Role In Content Promotion

Page 7: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.7

The Roles of Social Media

Build a Network of Fans and Followers

Stimulate Word of Mouth

Provide a Vehicle to Promote Content Marketing Efforts / Assets

Amplify Messages to a Wider Audience

Build Awareness and Brand Preference

Drive Engagement In Your Community or Segment

Image Source: Wikipedia.org Under Creative Commons Attribution License

Page 8: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.8

Refresher: The Customer Lifecycle

Awareness Familiarity Consideration Purchase

Awareness Response Evaluation Commitment

Psychological Model

“Buyer’s Journey” in web circles

Simple version:

Dated version:

Page 9: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.9

Customer Lifecycle: No Longer Linear

SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-

buyer_behavior_helps_b2b_marketers_guide_the_buyers_

journey

Page 10: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.10

Demand Gen vs. Lead Gen

Demand GenAwareness

Familiarity

Consideration

Purchase

Lead Gen

Social Media primarily plays

in the Demand Gen areas.

It sets up interest for Lead

Gen to be successful once

a need for your product or

service is clear.

Page 11: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.11

How to Know Where To Be

What Content Or Conversation Will You Be Starting?

Where To Find Your Target Audience?

Where Is Your Focal Topic Relevant?

Page 12: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.12

Social + Content = Inseparable

Social Requires Content to Truly Succeed

Content Provides Social With Something To Promote

The Conversation Is Not Just About Talking…

• Creating New Ideas!

• Stimulating Conversation

• Driving Knowledge

Image Source: TopRankBlog on Flickr Under

Creative Commons Attribution License

Page 13: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.13

Setting Goals for Social Campaigns

By Content Item (Whitepaper, Blog Post)

By Tactic (Tweet, Share, Pin)

By Program

By Topic

By Source (Twitter, LinkedIn, reddit – separate free vs. Paid placements)

By Audience

By Leads

By Revenue

Page 14: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.14

How to Set a Social Marketing Strategy

Start with SMART GoalsSpecific

Measurable

Actionable

Realistic

Time-Bound

Objectives → Strategies → Tactics

Image Source: Wikimedia.org Under

Creative Commons Attribution License

Page 15: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.15

How Deep is too Deep?

Spend 80% of Time On Strategy and Direction

Get It Right Up Front Before Execution Starts

Do Not Micromanage: Trust Tactical Managers to Deliver

Schedule Regular Check-ins

Know When To Say When Based On Results

Page 16: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.16

Social Media Rollout Tips

Establish Social Media Presence (claim accounts)

Understand Your Business In and Out; Have a Purpose

Understand Why Your Audience Shares / Engages

Listen More Than You Talk (especially at first)

Provide Value – No Chest Beating!

Content Is the Key to Success – Build Into Your Plan

Test, Iterate, Evolve, and Test Again

Remember: It’s All About People

Hat Tip to Referral Candy (source of expert research cited above)

Page 17: How Social Media and Content Marketing Can Help Grow Your Business

Tips For Leading Platforms

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.17

Page 18: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.18

Tips by Platform: Twitter

Mix Up Content Shared

Post 10 Others’ Content For One of Your Own

Good for Getting Foot in Door

Very Short Attention Spans

Page 19: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.19

Tips by Platform: Facebook

Pictures and Videos Perform Best

Much Better for B2C than B2B

Reach Is Dwindling – Intentional

Don’t Overinvest Too Fast

Careful With Fake Like’s – Especially On Paid Clicks

Page 20: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.20

Tips by Platform: Google+

More Useful for Author Markup Than Social

Everyone Should Be On It for SEO Purposes

Find Good Communities

Get Familiar With Advanced Features

Be Smart About Time Spent on G+

Page 21: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.21

Tips by Platform: Pinterest

Always Include Images on Blog Posts / Web Pages

Pin Every One of Them

Build Assortment of Related Boards and Curate

Like Other Boards, Give Back

Especially Useful for Visual Products, eCommerce, Designers, and Bloggers

Page 22: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.22

Tips by Platform: LinkedIn

Best B2B Social Platform Available

Keep The Conversation Professional and On Point

Claim Your Company Page

Participate in Groups – Key Feature

Optimize Your Personal Profile – People Will Look

Post Periodic Status Updates For Targets

Page 23: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.23

Tips by Platform: Social Bookmarking

Select a Manageable Number And Focus On Them

Ignore Fads – Use Established Sites

Participate In The Community

Bookmark All Content You Create

Page 24: How Social Media and Content Marketing Can Help Grow Your Business

Let’s Look At The Top PlatformsTime Permitting…

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.24

Page 25: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.25

A Note On Paid Placement

Can Boost Likes / Followers Quickly

Can Also Blow Money Quickly

Test Small, Adjust, Then Expand

Patience is a Virtue

Expect this to Take Time – no shortcuts to true engagement

Caveat - Can Drive Quick Exposure For Premium Content Assets

Image Source: Business2Community Under Creative Commons Attribution License

Page 26: How Social Media and Content Marketing Can Help Grow Your Business

Pulling It All Together

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.26

Page 27: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.27

Productivity: Prioritizing Your Time

Pick Your Battles: Avoid Social Media Overload

Make Intelligent Tradeoffs

You Don’t Have to Be Everywhere All The Time

Build Into Overall Priorities From the Start

Only Dedicate What It Deserves – Adjust As You Learn More

Page 28: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.28

When To Back Off of Social

Audience Ignores You

You Start Getting Unfollowed / Defriended

You Start to Get Stressed Out

You Lose the Motivation To Keep Doing It

Metrics Tell You To Go Another Direction

Image Source: Wikimedia Under Creative

Commons Attribution License

Page 29: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.29

Adapting to Results / Feedback

Use Social Results to Inform Content Decisions

Use Content Decisions to Better Manage Social

Use Both To Drive Social SEO Strategies

Remember: Nothing Is Set In Stone; Adaptation is Expected

Image Source: Wikipedia Under Creative

Commons Attribution License

Page 30: How Social Media and Content Marketing Can Help Grow Your Business

12/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.30

Thank you!

Questions?

Connect with me:

Tommy P. Landry, President

Return On Now

http://ReturnOnNow.com

[email protected]

Twitter: @tommy_landry