Alameda County SBDC Hayward City Hall February 20, 2018

Transcription

1 Social Media Marketing New Sites and Strategies for Your Business Alameda County SBDC Hayward City Hall February 20, 2018

2 Thank you to Our Sponsor

3 Local SBA Ecosystem

4 Partnership and Hosting

5 Our Services Free One-on-One Consulting Free & Low cost Seminars

6 Seminar Examples Access to Capital Starting a Business Social Media Marketing Worker Owned Businesses Starting a Restaurant Starting a Food Business Finding Your Core Customer Website Development Successful Business Plans Meet the Lenders Government Contracts Law for Entrepreneurs Buying a Business Crowdfunding and Alternatives How to Pitch Your Company Exporting Home Based Businesses

7 ACSBDC Consultants Cynthia Mackey Social Media Deagon Williams Food & Restaurants David Bokash Business Technology Ron Barrett Loans Paula Mattisonsierra Retail & Marketing Mari Lovalvo Human Resources David Mitroff Social Media Lee Lambert Director

8 ACSBDC Consultants Tom Yeh Strategy Paul Bozzo Equity Funding Dorian Webb Operations Mary Passarella Accounting Lisa Cain Marketing Ed Duarte Construction Bob Komoto Export/Import Tom Camerato Financial Modeling

9 How to register for services g

10 Our Client Results

11 Presentation Download

12 Instructor Cynthia Mackey CEO, Winning Strategies LLC, Develop Digital Marketing strategies for SMB businesses Manage social media, design and build websites and mobile apps, SEO, place digital ads, supporting graphic design and copywriting Prior Experience 10+ years managing Winning Strategies; 10+ years in corporate Technical Product Manager, telecommunications, and Internet products/services Consultant and interim executive for startups in Bay Area/Silicon Valley Engagement/Development Manager for interactive web and mobile apps Corporate Instructor and Learning Strategist Education Executive Ed, Duke University Web Administration certification, Golden Gate University MS, Telecommunications, Golden Gate University BS, University of Southern California 12

13 Agenda 1. Overview: Social Media Networks to Social Marketing 2. Nextdoor.com 3. Google My Business 4. Service Networks (e.g., Houzz, Angie s List, HomeAdvisor, etc.) 5. MeetUp.com 6. Summary & Conclusion Purchasing & Inventory Management CARAT

14 Social Media Networks - New Sites/Strategies

15 Social Media Networks - New Sites/Strategies Social Media Networks Examples: Facebook, Twitter, YouTube, Instagram, etc. Broad Appeal Broad audience to find and connect Takes work (and time) to find specific audience niches willing to buy Other Networks, Communities Online Finding niche communities may result in locating your audience Numerous communities, networks and sites with active members(e.g., online magazines, NextDoor, Houzz, more) Identify groups or communities that have an audience that may align with your products or services 15

16 Social Media Networks - New Sites/Strategies Yelp Premier review network Users share product and service reviews NextDoor Premier neighborhood network Neighbors share product and service providers with neighbors Referral is the best lead one can get! 16

17 Social Media Networks - New Sites/Strategies Who is Your Audience Understand your customer - who buys from you? Important to be clear and specific Identify a Community that they Frequent What online community or resource may they find helpful Can you participate in that community Participate and Listen First Don t try to sell right away Figure out what is appropriate 17for that community

18 Social Media Networks - New Sites/Strategies Create Plan to Reach them Conversations Post helpful info that highlights your company s expertise Videos, audio or images of your work that capture attention Paid advertisements are also an option if available Set Achievable Goals Can be as simple as I want to increase my interactions from 3-5 a week Keep it simple at first 18

19 Social Media Networks - New Sites/Strategies Commit Try a minimum of 3 months (or longer!) Be consistent Evaluate Goal(s) reached? Be honest - why or why not? CONVERT! Provide a way to get them on your list Provide a way to get to your website or store Perhaps an incentive or loyalty/rewards program if you have one 19

20 Customer Analysis Customer Analysis Before writing or rewriting website content, make sure you have a current Customer Analysis A Customer Analysis is a key part of every Marketing Plan and Business Plan A Customer Analysis identifies: customer buying criteria, customer behavior analysis and customer demographics TIP: If you have a social media BUSINESS page, you can review the audience analytics to get the demographics 20

21 Customer Analysis The Customer Buying Criteria and Behavior Analysis can be used to formulate content for your social and online community posts Content The Customer Demographics can then be used to identify superior marketing channels for the internet marketing campaign Customer Analysis Buying Criteria Behavior Analysis Customer Demographics Social Content Online Marketing Channels 21

22 Social Media Networks - New Sites/Strategies NextDoor 6 years old 10M households in US Way to connect neighbors in an online community Limited to the neighborhood you live in Expanding to allow neighbors to rate businesses Hyperlocal 22

23 Social Media Networks - New Sites/Strategies NextDoor - What Can You Do Is your target audience in neighborhoods? Join Nextdoor and learn how it works Identify neighborhoods and any current customers in those neighborhoods Ask them to rate your business Nextdoor ads are currently available for large businesses, but may open to small businesses 23

24 Social Media Networks - New Sites/Strategies Houzz 9 years old 40M unique monthly users in US Started as a way to connect design-focused professionals with DIY home remodels Now provide access to product, talent and expertise 24

25 Social Media Networks - New Sites/Strategies Houzz - What Can You Do Is your target audience associated with home services, design or DIY projects? Study and learn how it works Determine what might work for you on Houzz Join Houzz and create your profile to build reputation Post frequently and answer questions that indicate your expertise Create a Houzz Pro account to advertise 25

26 Social Media Networks - New Sites/Strategies Home Advisor 19 years old Formerly Service Magic Nation s largest online marketplace for local screened home professionals 26

27 Social Media Networks - New Sites/Strategies Home Advisor - What Can You Do Can join if target is homeowner, property manager or someone needing home (or commercial) services Have PRO package to get more results/leads Be patient and engage to really determine if will work for you 27

28 Social Media Networks - New Sites/Strategies MeetUp 16 years old 8M+ MeetUp Members Online tool to set up in person meetings 28

29 Social Media Networks - New Sites/Strategies MeetUp - What Can You Do You can find a Meetup to attend or create one Good for meeting people who you don t know with common interests If you set up a Meetup, give it time to catch on 29

30 Social Media Networks - New Sites/Strategies How Find Communities that Apply to My Business? Market Research Google (or your favorite search engine) topics of interest as it often leads to online resources Wikipedia can often be a good resource LinkedIn searches on a topics related to your business or your audience can also lead to resources, groups or potential leads Offline events(e.g., mixers, trade shows, courses, conventions, etc.) may also introduce contacts and resources for lead generation or to place ads 30

31 Google My Business

32 Google My Business Google My Business - NEW Google combined Google+ and other Google properties into a small business focused solution called Google My Business This is to make it easier for small businesses to use and be successful Google will also continue adding features 32

33 Google My Business - Search Google Search has expanded features to help small businesses These features are available if you have claimed your Business on Google Claiming Your Business allows those who search for you to see info right on the first search result for your business 33

34 Google My Business - Search Google Search has added Questions and Answers so that a customer can ask a question and business can answer 34

35 Google My Business - Search Another Questions and Answers example 35 Credit: from Google My Business presentation Nov. 2017

36 Google My Business - Search Your business can now share updates and incentives that can be seen in search results Examples: photos, updates, specials and more 36 Credit: from Google My Business presentation Nov. 2017

37 Google My Business - Search Google is working to make it easier to learn what is working with your search and how people are finding you Insights provide info such as where are customers coming from, how did they find you and more 37 Credit: from Google My Business presentation Nov. 2017

38 Google My Business - Search Insight - What action do customers commonly take from your search listing Insight - the number of times your business photos are viewed compare to other businesses that you like 38 Credit: from Google My Business presentation Nov. 2017

39 Social Media Insights + Google Analytics How Well is Your Marketing Doing? Check who s coming to your website to tell. Free Performance Assessment Tool: Google Analytics Overview: Google Analytics provides info about your website traffic & marketing effectiveness Data on the number of visitors, pages viewed, etc., help to gauge traffic and trends Helps evaluate effectiveness of advertising campaigns How Get Onto Your Website? Setup an account, and copy code provided to your website 39

40 Google Analytics: Visitor Information Google Analytics provides detailed visitors information. Below is just a sample. Visitor Demographics: Language, Country & City 40

41 Google Analytics: Network Referrals Social Network Referrals show you the traffic that comes from the social networks. 41

42 Google Analytics: Social Referral You can dig further and see what Social Network sent visitors to specific web pages. 42

43 Google My Business Google My Business - What Do You Need to Do Visit Claim your business if you haven t Get a Google website (it s free) if you do not have a website 43

44 Social Media Networks - New Sites/Strategies NEW - Sell Items Directly on Facebook Facebook Marketplace Similar to Craig s List Another channel for the right product If you do try it, give it some time. Don t expect a sale the first go round. 44

45 Social Media Networks - New Sites/Strategies Shoppable Post in Instagram - EXAMPLE 45

46 Social Media Networks - New Sites/Strategies Broadcast from Facebook (and Instagram) directly - Facebook Live Best Practices from Facebook Tell people ahead of time Make sure you have a good connection Write a clear and compelling description Ask viewers to follow you and receive notifications when you go live again Can see commenters - say hello by name! Go Live, Stay live - recommended to stay live longer to reach more people; minimum of 10 min. recommended. Can go up to 4 hours. ; Find more How to s and tips at 46

47 Summary & Conclusion

48 Course Review Have a Social MARKETING Strategy Identify online communities, blogs, other groups or networks that may unlock leads and sales for you Listen and learn from the group Determine best way to introduce yourself and your business Give it time Measure results with social media insights and Google Analytics Use what is free, but don t be afraid to try ads Good luck! 48

49 Post-training Evaluation Thank you for attending this seminar! 70 49