Business Social Media Marketing Foundation

Transcription

1 Business Social Media Marketing Foundation

2 Bio Mike Saunders, MBA The Authority Positioning Coach Forbes & Huffington Post Contributor Podcast Host- Influential Entrepreneurs I am the author of Amazon Bestselling book Authority Selling, contributor to The Huffington Post and Adjunct Marketing Professor at several Universities and member of the Forbes Coaches Council an invitation-only community for the World s Most Influential Business and Career Coaches.

3 SBDC Services One-on-One Business Consulting Business Training Programs Capital Formation Assistance Loan Packaging Market Research

4 Marketing Foundation Create Your Social Media Marketing Strategy Plan Before Your Marketing is Implemented!

5 Marketing Marketing is a process where you create value for customers and build strong relationships to obtain value from customers in return. NOTE: NOT pushing your product or service on everyone you come into contact with. NOT joining a social network with the goal of Sell-Sell-Sell. Create value before you have the opportunity to sell your services.

6 Defining the Big Picture Core Purpose Why does the company exist? Vision Where is the company headed? Business Principles What does the company stand for?

7 This Model Doesn t Work Anymore Suspect Prospect Engage Qualify Propose Defend Close Traditional Buying Cycle

8 The New Sales Process Objective is to change the calm and help frame the problem Calm Problem or Change Happens Search Problem Symptoms Frame The Problem Look For Solutions Talk To Peers Look For Providers

9 ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

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11 Competitive Advantage What makes your company stand out? One of the most powerful ways to market your business is to discover how you provide a higher level of value and service than your competitors. This cannot be based on price! Once you start competing on price, there is any number of competitors willing to go out of business faster than you!

12 Target Market Who is your ideal client? Now that you have determined your Competitive Advantage you need to paint the picture of who you need to deliver it to. By clearly defining your precise Ideal Client you will be targeting only prospects who have a strong possibility of using your service. If you already have clients, think of the ones who are the highest revenue/lowest maintenance then clone them!

13 Demographics Demographics are the measure of common physical characteristics among your target audience. Create a detailed demographic profile of your best current customers. If you are just starting out, think in terms of the common demographic factors shared by the kinds of people who need and want what you offer For Business to Consumer prospects (B2C), including: Age Employment status Gender Occupation Income Educational level For Business to Business prospects (B2B), including: Industry Employee count Type of business Geographic location of business Revenue levels

14 Psychographics Describe the common lifestyles and beliefs that fit your ideal customer. What values and goals do they share? What fears do they have in common? Can you classify them into distinct, labeled groups, such as: Do your best customers tend to be leaders in their own industry? Do they head up groups, serve on committees, or volunteer? Do they join certain clubs or associations, value fitness, subscribe to certain types of publications? Do you ride a Ducati? Do you love to hunt? You can join these groups and associations to network with your target audience!

15 Geographics Where are your ideal clients located? In your local proximity where you can visit in person? Online where you can network virtually? Both? Can you hire a local sales rep in different cities you want to target as a way to expand?

16 Defining the Hot-Button for Your Target Audience What is their biggest struggle? What keeps them up at night? What would they pay anything for to achieve/solve/fix/achieve?

17 Action Step: List the Hot Buttons for your Target Audience

18 Branding Bringing it all together to portray your image The final strategy piece is to take your ideal customer profile, positioning goal and core message and determine the visual brand you want to portray. While you don't need to spend a fortune on a branding consultant, you should take the time to get the details of your image correct so that when a prospect finds you on Facebook, Twitter, YouTube and your Blog, they all have the same "Look and Feel for continuity and credibility. (outsource to a graphic designer)

19 Social Proof Strategies How to harness the power of social influence to increase your conversions and sales

20 Introduction Social proof is a strategy marketers use to win you over Taps into the need to be liked Something that has existed for a long time and is a part of everyone s life

21 What is Social Proof? People base their decisions on what those around them have done If others made a certain choice, there must be merit to it Works on every level of society

22 Social Proof and Social Media We re relying more and more on social media You hear the voice of a business s customers This voice is extremely persuasive

23 Circle of Friends Your actual friends Which of your Facebook friends also liked or visited Enabled by social media

24 Users and Customers Past users and customers The word of someone who has actual experience is influential Past experience, information and boost of appeal

25 Experts Someone who knows the field well Their judgement carries more weight Lends credibility

26 How To Effectively Use Social Proof Your social proof should have a clear aim Show a benefit that is the result of using the product Spotlight market expertise

27 Social Proof Through Testimonials Testimonials are one of the most common formats Can be first-time or loyal long-term customers Many different ways to obtain testimonials

28 Using Your Testimonials Can be placed anywhere on your site You can get them through third-party sites Create space on your website or social media

29 Ongoing Acquisition of Testimonials Set up a system to gather testimonials on an ongoing basis Decide when and how to ask for them Always encourage feedback

30 Case Studies More involved customer studies Tells how a person used your product or service Focus on quality rather than quantity

31 Include images of the customer using the product or service Make video case studies Specific facts help create a clearer image

32 Answer Questions: Who was the subject? What was it like before they purchased your product or service? How is their life different now?

33 User-Generated Proof Types where all you need to do is provide a platform for users to create content Minimal work on your part & has more credibility Downside is you have less control

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35 Social Sharing Buttons People sharing your content on social media Add buttons to your site and content They ll automatically show what s going on

36 Make Sure You Add Social Proof Continuously Include testimonials in newsletters or blogs Tweet user stats Include statistical info in your newsletter Work social media into webinars and podcasts

37 Reminders Include: Social proof works better with pictures People are influenced by similar people Experts create positive associations Stories connect deeply

38 Final Thoughts Have a Plan & Strategy for your social media Track activity and results Find ways to make it easy for you or staff to execute Remember that you never know who stumbles on your activity (good or bad!)

39 North Metro Denver Small Business Development Center To meet with a consultant, request an appointment at: Front Range Community College 3645 W. 112 th Ave. Westminster, CO