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Forming Your Social Media Marketing StrategyJuly 27, 2016 | Bellevue/Lynnwood Connections | Scott Bothel

Definitions Social Media Marketing

Promotion of your core business goals through Social Media platforms.

TakeawaySocial media is not an end unto itself.

Definitions Strategy

A plan of action to accomplish a specific goal.

TakeawayWithout a plan your have no way to measure success.

Business Goals & ROI

Business Goals & ROI Define Your Bull’s Eye Estimate Customer Value Measure Your Costs

Platform Evaluation Do less, better. Facebook has 1.6 BILLION users. Control vs. Community Where does your audience live online?

The Funnel

The Funnel The marketing/sales funnel represents the typical path of your ideal customer.

It helps put a timeline to your customer experience. It segments your audience for targeting.

Audience:General Public

Content:Inspiration, Entertainment, Interest

Measurement:Share of Voice,Reach, Engagement

Audience:Potential Leads

Content:Value, Tools, Subscriptions

Measurement:Subscribers, Contacts

Audience:Qualified Leads

Content:Email, Re-marketing, Ads

Measurement:Click-throughs

Audience:Customers

Content:Landing Page, Product Page

Measurement:Conversions

Organic Vs. Paid

Organic Reach Your fans, followers, and contacts. Builds slow. Lasts long. Highly competitive.

Paid Advertising Your ideal audience by demographics. Targeted. More specific ROI. On-demand access. Can help build Organic Reach.

Measure & Manage

Measurement Share of Voice Reach Engagement Click-throughs Conversions

Tools Free Hootsuite (3 Networks) Buffr (Individual) IFTTT Tweetdeck

Paid Hootsuite Pro Buffr Sprout Social