how to market your small business online
TRANSCRIPT
How to Market your Small Business Online
Margot Peterson
How Digital Strategy Can Help Your Business Goals
1. 1st Impression to your customersThey already know you buy the time they meet you in person
2. Direct connection to customersIt’s an easy way to learn about them
3. Receive instant feedback from customer’s perspective4. Helps find new customers and grow your audience5. Relatively affordable/can do it in-house6. Gain market insight and get ahead of your competitors
Max’s Social Content Strategy Matrix
Digital Marketing Campaign Strategy Template
Overview, Goals, & Outcomes Opportunities & Differentiators Audiences Key Messages Budget Tactics (print, radio, TV, billboard, collateral, earned media, internal comm., & digital)
Template Cont.: Digital Tactics
Website: different locations on the website and what they will do / online store Blog/Vlog Email – different messages to each segment Social (paid & unpaid)
Facebook: posting schedule, promoted posts, ads, etc. Twitter: posting schedule, promoted tweets, etc. YouTube: video itself, ads on other videos, etc.
How to do Online Marketing in a Nutshell
WebsiteBlogSocial
mediaEmailOthers
Website
Blog/Vlog
Social media
Others
Websites: why only having a Facebook page doesn’t cut it
Website is a hub of information It can be used for a variety of things
Store/Registration, Forum, Chat with Support, Coupons, etc. Facebook is just one of many tools to interact with customers and drive them to your
website As new algorithms come out, pages need to spend more time and effort (and $$) to
have their posts seen Information can stay where you want it and can be changed easily.
Website: Reasons to have a MobileSite
93% of adults own a mobile phone 63% use it to go online 21% primarily use their phone to go online Mobile web will overtake PC’s in 5 years Your regular website isn’t going to work right
April 2014
One Website For All vs. All The Websites
If you are a part of a franchise or own a franchise, do you have 1 website or many sites per location? McDonalds Sonic – social
If you are owned, find out what you can/can’t add to the website and what your limits are on social media.
Come up with a strategy for why & ask for change (if needed)
Social MediaThe tentacles of marketing
How You Sound on Social
Do’s Use “we” & “our” Find your voice. Are you
Professional? A best friend? A teacher?
Figure out who your audience is on each channel and talk to them in their language – with your voice in mind.
Don’ts… Say “I” Share personal information Assume everyone knows the backstory
to your team
Holy don’t, Batman!• “I” – who are you?• Their… common
spelling errors• Sups long – ain’t
nobody got time for that
What’s wrong with this post?Many times we’re asked… “how long will the benefits of my facial last?” Now you know - Melissa loves this little graph! What’s your favorite (brand) facial???
Don’t listen to your mom.Sharing isn’t always the right thing to do. (shared by a local coffee shop)
Wait. What?“We love Autumn”
Besides the Seahawks…What’s wrong with this tweet? (tweeted by another local coffee shop)
Hooray! A “Do”
#GoodJobTheSkimmFound a funny photo and tied it into their content and voice.
What are some brands you follow? What do they do well?
Please, please, please… someone say something. I don’t like awkward silence. You don’t like awkward silence. You can even say “Oreo” or “Taco Bell”.
How to choose the right platform: Facebook
Pros Largest social network – even
grandma uses it. Advertise direct to target market. Keep tabs on the competition. Host contests
Cons You should really have a budget set
aside for Facebook ads/promoted posts.
Algorithm changes and businesses need to work harder.
How to choose the right platform: Twitter
Pros Get to the point – easy calls to
action Be a part of larger conversations
#somanyhashtags Real time Customer feedback Giveaways/coupon codes
Cons Need to update frequently. Your target audience may not use it. Customer feedback
How to choose the right platform: YouTube
Pros Use as educational tactics (How-To
use your product or share part of a seminar you hosted).
Don’t need to pay for videos to be promoted – it’s currently strictly by views (getting enough in the beginning is your challenge)
Capture viewer’s attention for about 1-2 minutes (way more than a news feed).
Eventually, you can get paid $$.
Cons You need more time than other
social channels. Concept Script Recording Editing Graphics/animation
How to choose the right platform: Pinterest
Pros Specific target audience Build brand awareness Can use it internally for looking at
competition with secret boards
Cons Specific target audience Your original copy can be erased
when repining. More “ideas” than action
Top Platform: Facebook
Best Practices
Best Practices
1. Include a call to action (within the first 90 characters)2. Use high quality photos3. Combat Ad Fatigue (get a face lift every 2-3 weeks)4. Identify your target audience (even in regular posts)5. Keep posts short and sweet6. Boost important posts7. Use Facebook Offers (special discounts to fans & non-fans in the area)8. Direct people to specific links9. Follow Facebook.com/marketing & Facebook.com/business
5 Ways to Increase Awareness on Social
1. Branding
Optimize your organization’s social presence:Sanfordhealth.orgFacebook.com/sanfordhealthTwitter.com/sanfordhealth
Guidelines
2. Cross Promotion
Promote social media everywhere Website Email Brochures Business cards Etc…
Same theme on different platforms
3. Content: Useful, Relevant, & Valuable
Know your organization’s voice Who’s your audience? What’s your goal/outcome? What do people like on social? How does your brand relate?
https://www.youtube.com/watch?v=eubWYPhcEEo
4. Interact
Respond in a timely manner Questions:
Answer a commonly asked question or misconception about your company
Explain the problem you solve If you ask questions, ask for a reason
(not just “what are your plans this weekend?”)
5. Giveaways and Contests
Rafflecopter (free option) Wildfire (need to contact for price) Blinkd (free option) Contest Platform (wizehive) $249 +
$3/day Strutta $399
Digital Campaign Strategy Template: Group Activity
Don’t worry, I’m not going to start Margot’s Macaroons for real.
Content Calendars
Campaigns October November December January FebruaryNew Fall Flavor
List Tactics Here
20% off Fall Flavor 10% off Skinny MacaroonBOGO 50% off Love Special
Who Should Run Your Digital Strategy?
Yes Personally active on social Writing experience Digital experience Measurement experience & proven
results Intern with clear training, direction, and
vetting process
No Your nephew who made a website once An intern who you don’t have time to
train or supervise Yourself, if you don’t personally use
social media
Where to Find Content Ideas?
Mindshare & Differentiators. Figure out what other businesses are like yours, what consumers think of them – what makes you different?
New Services Promotions & Contests Before/After. Customer Stories/Successes. Industry Blogs & LinkedIn Groups Where do you currently find content ideas?
How you Know it’s Working
Data & Analysis
Creating a measurement plan
1. Define your organization’s needs & define measurement plan (what will you measure?)
2. Document your technical infrastructure (is it possible to track what you need?)
3. Create an implementation plan (who will set up what you need?)4. Implement your plan (set up tracking recommendations)5. Maintain and refine
https://analyticsacademy.withgoogle.com/preview Thanks Google Analytics Academy!
Additional Measurements
AdWords YouTube Analytics (“Channelitics”) Pinterest Analytics Simplymeasured.com Numerical vs. Engagement
How can a small business keep up?
Stick to the strategy Only do what you can do well Make meaningful content with a purpose Gather groups of knowledgeable and capable
volunteers/interns/staff/etc… (Social Media Dream Team) Give specific tasks/jobs Expectations
What will you take away from this training?
What is one thing you’re work on when you go back to
work?
How will you know you’re successful?
