social media for small business
DESCRIPTION
It is essential that small business owners understand and learn how to use Social Media to supplement traditional marketing / advertising. Part 1 introduces the small business owner to some Social Media applications and how traditional and social media can be effective (or not) for your small business. I have been using Social Media (and online advertising) for over 5 years as the owner of AltamontCowork in Tracy, CA (a coworking location).TRANSCRIPT
Overview of Social Media for Small Business, Part 1
and other cool stuff
Mike Pihlman5/6/2014
In This Presentation
Marketing = Advertising = Social Media
= More Business!
Background● Getting known---Traditional● Getting known---New World + Traditional● But first…if you own a small business.
○ Who has a web site? ○ Blog? Do you blog?○ Who has a business Facebook page?○ Who is on Twitter? Instagram? LinkedIn?
In the Old Days...A small business traditionally advertised:● In the yellow pages● In a coupon book● In the newspaper / Pennysaver● Via mailings (post cards or letters)● On signs on building / road● Or by word of mouth / networking
Tradition….hmmm● In their time, traditional ways worked well.
○ The audience is going away for some■ Yellow pages, Newspaper
● Traditional means cost MONEY○ With NO guarantees of success
● The City of Tracy has restrictions on signs● What to do?
Add Social Media to the Mix ● Social Media has changed EVERYTHING
○ FREE is the norm○ You can reach a very large audience
■ Or a targeted market○ You get “feedback” on views, clicks, etc.
■ My Take: This is mostly a false sense of interested viewers; most don’t even see it.
○ You can monitor effectiveness & make changes■ Raw stats don’t lie
Social Media….hmmm● You have to put the time and effort into it
○ Hard to do when you are struggling to survive● Attention spans are lacking
○ “Looky-Loos” prevail● You have to work around “quirks”
○ Facebook posts are not seen by all○ Spam filters○ etc.
I Have a Theory...
● Remember it is just a theory
● You may find a better way
● Ready?
Theory● Web Site / Blog are central and most
important...your foundation. ● Social Media:
○ Post interesting, educational, helpful, posts■ Not pure advertising
○ Post 1 or 2 times a week○ Point posts to your web site AMAP
KEY: Drive audience to your foundation
Social Media
Interaction
mp 4/24/14
Essential
Good to Have
Web Site / Blog● A web site is your statement that you are
real○ If I do not see a web site, I don’t call
● Information is there for ALL to see ALL the time
● You have to consciously DRIVE traffic to it● Blogs get the attention of Google, etc.
○ So blog away! Give away free knowledge
Facebook (Business & Personal)● You should have a business Facebook page● You can “boost” a post for $$
○ My Take: Mostly click and go “Looky-Loos”● You can make an “Event” and invite people
○ My Take: Works better than boosting● Not every friend sees everything you post
○ They have to engage to see Personal posts● You can pay for an Ad
○ My Take: “Looky-Loos”
How I Use My Business FB PageI post: ● Links to articles on COWORKING● EVENTS that are happening at AC● Information on MEMBERS● Occasional pure advertisements● I link to web page when it makes sense● Anything short and sweet...
● Connect with others in your profession● Use it to find work / customers
○ But keep posts professional● Free and Premium versions
○ My Take: The premium is not worth the cost● Can pay for ads
○ Don’t know how effective, never tried it
Advertising stuff not covered above..
● Paper Newspaper Ads, Yellow Pages ($$$)○ My Take: Don’t bother
● Craigslist○ My Take: Great
● Email○ My Take: Putting Emails in spam is an issue
● On-Line Ads ($$$)○ My Take: “Looky-Loos”
Twitter● Need to get a following
○ Follow others of interest○ Tweet, Tweet, and Tweet some more○ I automatically Tweet using Wordpress blog
● You cannot possibly follow Twitter○ 24 x 7 job to keep up
● I get hits, but, all are “Looky-Loos”○ Attention spans are in the milliseconds
● They have ads now too (nope)
● Now trying this for AltamontCowork● Same as Twitter to get followers
○ Follow similar interests or Tracy, CA people○ Post pictures when you feel like it
● Free, very easy to use
My Take: Post Lifetimes
● Blog / Website information lasts “forever”● Business Facebook lasts until you update● Instagram lasts until you update● Craigslist last 3 days, then renew it.● LinkedIn can last a day or more● Personal Facebook lasts a few minutes● Twitter lasts a few seconds
5 years of results● BEST (Most members, low cost or free):
○ Signs on the building○ Craigslist○ Web site
● WORST (Zero members, high cost):○ Facebook
■ Boosts, ads, etc.○ Paper advertising
■ Newspaper, Cash Saver book, etc.○ Google Ads (trying, but, “looky-loos” so far)
Your Results May Differ
JBB Cleaning Services● BEST (low cost or free, many new clients)
○ Website (Google searches that hit the site)○ Post Card mailings
● WORST (zero clients, low cost or free)○ Craigslist○ Building signs
Conclusion
● Social Media can help you market your Small Business for a decent cost to effectiveness ratio
● BUT, you have to put effort into it● Results vary depending on type of business● A web site is essential
Part 2, if there is interest
● I will teach the class how to start a Wordpress.com web page / blog
● Free● Lots of cool “themes”● Very easy to implement and maintain● BUT...it takes effort and time.