turn customers into fans and cheerleaders for your business

practical marketing education series.

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.

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Lesson 4: Turning customers into fans & cheerleaders for your business

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.All other marks contained herein are the property of their respective owners.

practical marketing | meet your presenters.

Tina Stock | Executive Director, Marketing

An entrepreneurial marketing executive with over 10 years experience in product marketing, social media marketing, content marketing, communications strategy, display advertising and search engine marketing. Tina blogs about marketing at tinastock.com, and you can follow her on Twitter @tinadstock.

Who is YP?• North America’s largest local search, media and

advertising company.

• Our mission is to help local businesses and communities grow.

• We generate 40 billion annual impressions on the YP Local Ad network and have 3,000 marketing consultants helping over 600,000 businesses get, and keep, customers.


practical marketing | meet your presenters.

Sally Falkow | CEO

A veteran of the PR industry, Sal earned her APR certificate in 1994. In 1995 she was introduced to the concept of Digital PR and the Internet. She immediately realized that this new medium would change how people connected, communicated, discovered and shared information and that it radically altered media and the practice of PR. She is the strategist for the company and her constant research keeps the team ahead of the digital PR technology curve.

Meritus Media


cluetrain manifesto.

Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking.

Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.

Most Important Thing Small Business Needs to Know About Social Marketing?


be a “mensch”.


Mensch“A person of integrity.”

A mensch is someone who is responsible, has a sense of

right and wrong and is the sort of person other people look up

to. In English the word has come to mean "a good guy."


and realize that…


Just having a better mouse trap is not enough“If you invent a better mousetrap people will beat a path to your door.”

IF

1. They know you have that mousetrap

2. They know where your door is.


seven steps to making a fan.


To make someone a fan you have to1. Understand who your

audience is

2. Know what they need and want

3. Offer something they value

4. Listen to them

5. Be responsive

6. Join the conversation (just like when you go to a party)

7. Build a community of like-minded people


step one: know your ideal customer.


Remember – 25 adjectives that describe your perfect customer. (download the worksheet from webinar oneadsolutions.yp.com/practicalmarketing)

It starts with this one key – knowing your story and knowing your ideal customer. Let’s look at a real example.

You learned

how to do

this in

Part 1


practical example: new dessert café in LA.



step two: know your ideal customers’ needs & wants.

Vegan

Anyone who lives within 10 miles of the store

Regulars at the Beverly

Center

Organic food

Mango

Good Coffee

Interesting Teas

Concerned

about kids


step three: offer something of value.

• Health benefit of mangos• Vegan alternatives• Recipes• Articles about juicing• Videos set in the store• Images of the store• Hold events at the store• Blog about healthy eating for kids• Tie into monthly national events –

Breast Cancer Month is October & Research indicates mangos help fight


step four: listen to them.


Listen to their conversations and identify

• Likes• Dislikes• Values• Problems• Trends Café Mango raised awareness immediately – their content reaching 100,000+ people in Los Angeles so far


let’s get practical: how…?


• Can you use Microsoft Word? Then can do this.

• Do you want to reach more people AND spend LESS time doing it? Then you need to do this.

• Can you come up with a message that’s just 100 to 140 characters (versus War & Peace)? Then you can Tweet.

• Can you follow simple sign-ups for FREE social media tools? Then you can have an online presence.

• Can you devote just 30 minutes each day? Then you will be well on your way to marketing your small business via social media.

But how, Sally? What tools can I use? Can I even afford them? How can I find the

time to do this? I really am not a writer, either, so how can I really do this?


social tools.



social tools free.


Download the worksheet for more toolsadsolutions.yp.com/practicalmarketing


find your influencers.


• Do a Twitter search for Brand

mentions Keywords

• Check out the most active people on Klout Peer Index Kred


or just ask Google.



Café Mango Six/LA mom bloggers are now fans & cheerleaders.


“Fresh food, tasty

combinations of

flavor, mangoes,

there’s plenty to like

... but what I

absolutely loved is

the organic-feeling

decor full of details

like burlap and

natural hues,

mirroring their

ingredients

and coffees.” –

Megan’s BLOGS


step five: be responsive.

• Keep monitoring• Reply to comments, kudos

and complaints• Encourage them to share

your content• Include them in your conversation• Make them part of your A-team


step six: join the conversation further.


Create content that speaks to their interests and needs. What might your ideal customer need or be interested in?


social marketing for small biz.

But Sally - I’m not

a café ... I’m a

plumber! A service provider.

How does a

service based

business do this?


this works for ANY business.


BossPlumbing - on website and

Facebook page: Infographics, posts,

articles with information that

matters BEFORE you need a

plumber

Checklists turn into infographics, and for every checklist, a series of articles that expands on each point could be created, and you use images of your venue; Videos that show how to do some of the steps – tips, tools. Put videos up at your shop and on your FB page.

http://www.bossplumbing.com/


step seven: end result – build a community of fans.


Recent research from Syncapse shows that nurturing your Facebook fans contributes value to your brand in the form of improved sales, future brand loyalty and brand affiliation.

Read morewww.marketingprofs.com/charts/2011/5953/facebook-brand-fans-more-likely-to-recommend-buy-products


special offer to further your social media marketing.


www1.gotomeeting.com/register/193742912

Free WebinarGet Social with Sally: Tools to organize and optimize your time

Date: Tuesday, November 5, 2013

Time: 10–11 AM PST

Discover how technology can make including social media and content in our marketing strategy much easier, faster and more effective.

With the right tool you can do more in less time and get better results. You can build a community of loyal fans who love your brand.

Reserve your seat now. Space is limited.


questions? & summary.


Part 4: Turning Customers into Fans & Cheerleaders for Your Business

• Listen• Get Social• Engage

Visit adsolutions.yp.com/practicalmarketing for your “Do it now” worksheet on Social Media & your “Free Tools” One-sheet

Share your thoughts socially #practicalmarketing Learn More! Sign up for our FREE monthly

Practical Marketing newsletter at… http://adsolutions.yp.com/small-business-marketing-ce

nter More advanced learning available at… http://www.onlinemarketinginstitute.org/YP

• Listen

• Get Social

• Engage

http://adsolutions.yp.com/small-business-marketing-center

http://adsolutions.yp.com/small-business-marketing-center

http://www.onlinemarketinginstitute.org/YP


thank you! catch up on what you missed &/or sign up for the rest of the yp practical marketing series.


Part 1: The heart of Practical Marketing

Part 2: Get customers to know you and hear your message

Part 3: Zero in on customers who matter most to your businessPart 4: Turn your customers into fans and cheerleaders for your business

Part 5: Do it again. Learn what works best to connect you with your customers

Adsolutions.yp.com/practicalmarketing

Be Sure to REGISTER for the 5th & final in the SeriesNov. 14, 11:00 am, pst with digital marketing expert

Jacob Walker, Sr. Analytics Strategist, Piston Agency

To Do List:

Do it Now Worksheet:

• Find out Where

Your Ideal

Customer Lives

• Listen and note

their conversations

• Engage• Try Out Tools

More Social Media

with Sally Nov. 5

webinar: Register

for free www1.gotomeetin

g.com/register/193742912

Advanced training:

http://www.onlinemarketinginstitute.org/yp

http://www.onlinemarketinginstitute.org/yp

turn customers into fans and cheerleaders for your business

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