Making It Happen - Marketing Like a Superstar!

Market Like a Superstar!

Rachel Strella

Strella Social Media

www.strellasocialmedia.com

Today, we’ll discuss…

Small Business Challenges & their Impact on Social Media

A Social Media Plan that Works Determine Goals Determine Channels Build Your Audience Develop a Content Strategy Execute & Evaluate the Plan

Small Business Challenges


→Wrong Mindset →Lack of Strategy/Goals →Lack of Consistency →Poor Content →Poor Customer Service


→ Ignoring the Audience →Deleting Negative

Feedback →“Silo” Efforts →Managing Too Many Media →Complacency

A Social Media Plan That Works

A Plan That Works

Determine Goals

A Plan That Works: Goals

Sample Goals Increase website traffic Build customer loyalty Establish credibility/authority Build your audience/following Increase Search Engine Optimization (SEO)


Sample Goals Drive foot traffic to a location Increase visibility Awareness of a product/service Reach a specific new audience Increase customer engagement


Goal Checklist Select 2-3 goals for 90-day plan Keep goals in alignment with your brand and long-term plan Select goals that are measurable in some way

A Plan That Works

Determine Channels

A Plan That Works: Channels

“Big 3” Channels: Facebook Audience is consumer-based Largest age segment is 21-24 Great for sharing Integrates well with 3rd party apps Oversaturated channel


“Big 3” Channels: LinkedIn Audience is business-based Largest age segment is 35-44 Three powerful gems: groups, advanced search, and answers Relationships a MUST


“Big 3” Channels: Twitter 140-character limit Largest age segment is 30-49 Channel is wide-open Strong customer-service outlet Language can be confusing (hashtags, re-tweets, etc)


Supplemental Channels: YouTube Powerful – top search site along with Google Largest age segment is 18-34 Great for small business branding and SEO Hard to leverage if camera shy


Supplemental Channels: Google+ Interface similar to Facebook Largest age segment is 25-34 Higher usage among men (69%) than women (31%) Great for SEO Audience: engineers, web developers, students, marketers


Supplemental Channels: Pinterest Photo sharing site; pinboards Largest age segment is 25-54 Higher usage among women (79%) than men (21%) Best for product-based brands Attraction: fashion, food, décor, bridal, fitness, animals, kids, travel


Supporting Channels: Blogs Online source of information from a 1st person POV Great for driving traffic to a website, gaining credibility, community building and SEO Best if you own the content (self-hosted site vs. free site)


Supporting Channels: Enews Electronic communication sent via email to a list of subscribers Generate TOMA Great for those who have email, but not social media Do not spam or add contacts to a list without permission


Channel Checklist Determine target audience and where they are on social media Select 2-3 media that match your goals and target audience Play to your strengths Find ways to maximize efforts

A Plan That Works

Build Your Audience

A Plan That Works: Audience

Audience: Use Social Media Tools Import email contacts to fan page Use Twitter’s “Discover Tab” Do not import lists into LinkedIn; make authentic connections


Audience: Cross Reference LinkedIn Profile: List Twitter and Facebook Leverage your popular channels to draw audience to other channels Use integration tools (Pinterest) Cross reference when relevant


Audience: Build During Use Join LinkedIn Groups; make personal connections Use hashtags and mentions in tweets Beware of offers that ‘guarantee’ immediate fans or followers


Audience: Marketing Integration List social media channels on direct mail, newspaper ads, newsletter or business cards Add social sites to website and email signature Using Facebook? Claim unique URL (facebook.com/username)


Audience: Connect Offline Efforts Leverage networking, office or store space, and events as opportunities to promote sites Use “social media cards,” QR codes, signs, and products Give them a reason to connect with you online


Audience: Think Outside the Box Use contests, a call for “re-tweets” or other methods to generate interest Be mindful of what others are doing to build fans If you run a contest on Facebook, use a 3rd party app


Audience Checklist If you’re just starting out, this should be a primary goal If you’re already established, continue to think of ways to build Revisit audience-building regularly and brainstorm

A Plan That Works

Develop a Content Strategy

A Plan That Works: Content

Content: Themes Consider how to create engaging content What value can I provide? What’s interesting about my business? Where are growth opportunities? How can I educate my audience?


Content: Theme Examples Accountant: Tax tips during the month of March Retailers: Christmas - December Salon: Prom preparation tips in the spring Business Coach: Job interview tips around college graduation


Content: Theme Calendar Match goals and themes Develop a “theme of the month” to help create a consistent message that resonates with audience (themes also simplify your content planning)


Content: Theme Calendar Example Industry: Physical Therapy Short-Term Goals: #1: Build brand awareness #2: Educate community on proactively seeking physical therapy, rather than post injury


Content: Theme Calendar Example

Month #1: Debunking physical therapy myths Month #2:How physical therapy is a better than a gym workout Month #3: Common injuries prevented with physical therapy


Content: Integrate! PT: Blog, Twitter and YouTube Embed video link in blog posts Share blog posts on Twitter Integrate with offline marketing efforts (print/direct mail) Integrate with online media (enews/online ads)


Content: Editorial Calendar Assign the themes by month Under each month, list the social media channels and break down how frequently you plan to post on each channel (an ‘outline’ of content)


Content: Develop Content Fill-in the outline A few content guidelines: Shorter and punchier is better Knowledge is power Engage the audience Be authentic Reveal ‘human side’ of business


Content: Develop Content Use pictures when relevant Consider timeliness Highlight industry events/news Be authentic Use sales pitches sparingly Proofread content Work smart


Content Checklist Determine themes Develop theme calendar Consider how to integrate Develop an editorial calendar Write content with zest!

A Plan That Works

Execute & Evaluate the Plan

A Plan That Works: Execute

Content: Execute the Plan Assign responsibilities Monitor channels Engage/respond Put a plan in place for handling negative feedback

A Plan That Works: Evaluate

Content: Evaluate the Plan What worked? What didn’t work? What should you shift? Are there new channels to embrace? What should the next 90 days look like?

A Plan That Works: Execute

Execution & Evaluation Checklist Assign work – including content development, branding monitoring/engagement, and handling negative feedback Evaluate plan Make necessary changes and determine plan for next 90 days

A Plan That Works

Need More Direction?

A Plan for Your Small Business

Developed exclusively for small business owners! Downloadable guide contains 5 Modules

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Questions

Website and Blog: StrellaSocialMedia.com

Facebook: Facebook.com/StrellaSocialMedia

Twitter: Twitter.com/RachelStrella

LinkedIn: LinkedIn.com/in/RachelStrella

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Making It Happen - Marketing Like a Superstar!

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