Date post: | 11-Jul-2015 |
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Marketing |
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Catherine Marsden Founder, Managing Partner
Pu9ng Social Media to Work For Your Business
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Social Media for Your Business • Part 1: Why Has Sales and Marke/ng Changed?
• Part 2: What are the 6 Main Social Media Channels and which ones are right for me?
• Part 3: How can I /e it all together?
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“Why change the way we Market and Sell our products?” “We’ve always done it this way” “We only do word of mouth.” “I don’t have @me.”
The Naysayer’s Common A9tudes toward Marke/ng and Social Media
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First Understand that It is Different.
What is the first step in finding your right social media strategy?
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Self Educate Online
Opinion of Others is King
Narrow Down Op/ons
60-‐70% of the Buying Cycle Completed Online First
What has changed in the last 5 -‐10 years?
Customers Need for Speed Reliance on Mobile Technology
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Ques/on? Does it Really Pay to Spend Money on Social Media? Answer: Yes “Inbound Marke/ng costs a company 62% less per lead than tradi/onal outbound lead genera/on.” J. Walter Thompson Agency
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1. Build a Budget 2. Integrate it with the rest of the
Organiza/on; Sales, HR, Marke/ng, IT
3. Build Trust 4. Formulate a strategy: Define
Success and Create a Sales Funnel
5. Be True to Your Brand 6. Be Consistent: Start Small and
Decide what is Do-‐able 7. Add Customer Value 8. Find the Right Keywords 9. Monitor and Measure Results 10. Experiment with New Channels
10 Commandments for Social Media: Thou Shalt:
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Engagement • Involves the total customer experience • Start small but get everyone involved • Dedicate a single-‐point resource • GOAL: Create evangelists • You have to have some investment. Bring your customers into the fold. Give them a story to tell about your business.
• Co-‐branding with your customers.
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Finding the Right Keywords • Always Start with Your Website First • 46% of the people stated that the website’s design is the #1 criterion in deciding a company’s credibility
• Social Media Always Points There • Google Alerts
hip://www.google.com/alerts
• Google Keyword Planner inside AdWords hips://adwords.google.com
• Google Trends hip://www.google.com/trends/
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Group Exercise: Finding Your Keywords
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Part 2: Which social media channel is right for my business?
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• Twiier
• Email Marke/ng
• Google +
• Blogging
Social Media’s Big 6
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Why It’s Important • Stay in contact • Spy on Compe//on • Locate Investors, fundraisers • Publicize events • Check references • Build traffic to website
Ardent Scope Marke/ng • LinkedIn Profiles To Do’s – Add brand keywords to the most important fields – Add up to 50 skills and rich media files to increase being found on LinkedIn
– Secure Recommenda/ons – Aggressively expand number of connec/ons – Set up free company page: Know the Difference – Start or Par/cipate in Groups – Use Advanced Tools to Target Market – Company-‐wide Team Effort
Ardent Scope Marke/ng • LinkedIn Profile
Headline is SEO Rocket Fuel
Wriien in the first person “I”. Keyword Rich Press Release
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Twiier: Why It’s Important • 100 Million Monthly Users • Great for Mobile • Fast News Source • Mature Audience • Indexed by Google: First 17 Bytes of Tweet SEO opportunity
• Hashtags Categorize Content
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• What is a Hashtag? • Categorizes content on social media. • It makes your own content discoverable and allows you to find relevant content from other people and businesses.
• You can make them up or use ones that are already out on Twiier
• Hashtags can go viral
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Start Lists of those you want to follow and make it public.
Tweet about a sale or event. Not what you are doing, but what has your aien/on
Company URL
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Facebook: Why It’s Important • Provides one-‐on-‐one conversa/ons • Frequent reach to audience with messages tailored to their needs and interests.
• Analy/cs gives you a deeper understanding of your customers and your marke/ng ac/vi/es.
• Cri/cal for Business to Consumer Marke/ng
New Rules • Have to reward customers for liking you • Never use your personal network to promote your business
• Can be Paid vs. Unpaid
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Google +: Why It’s Important • Google + is Google. Content goes directly into SEO • Contributor to: Allows you to own your content directly and put
it directly into search • Allows you to form communi/es Circles of very like minded
people. New Rules: • Necessary place-‐holder for search but cannot be ignored. • Almost acts as your own blog • Early adopters here are very tech savvy and experimental
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Blogging Content That Engages and Sells Why it’s Important? • Blogging regularly more than doubles your chances of acquiring a new
sales lead through the blog • Builds trust • Improves your search results on the web. • Content management system or CMS WordPress or Drupal What Can You Blog About? • Highlight your customers and/or client success stories. • Industry /ps and tutorials. Relevant news in the industry • New product and/or service • Elicit feedback from customers. • Educate Your Customers/Clients: don't "hard-‐sell”
Ardent Scope Marke/ng Email Marke/ng Why is it Important? • Key to staying in touch with your customers
• Integrates all social media plarorms • ROI is about $40.00 return for every dollar spent
• Inexpensive way to go mobile
New Rules: • Watch the frequency. • Average Open rate roughly 18.58 % • Watch the straight hard sell all the /me
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Part 3: Pulling It all together
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Google Analy/cs
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Pulling It All Together: Hootsuite.com