Social Media Marketing. Improving your Social Media Marketing Greg Lindberg, SBA

Transcription

1 Social Media Marketing Improving your Social Media Marketing Greg Lindberg, SBA

2 Agenda Social Media Stats Social Media as a Business Strategy Marketing your Business on Facebook Ways to Increase Facebook Engagement Optimizing your Facebook Ad Bidding

3 What is Social Media? the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content. 3

4 Why Use Social Media? Helps drive traffic Create a community Communicate directly Build relationships Helps SEO rankings Create brand loyalty A place to grow

5 Social Media Stats

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9 SOCIAL MEDIA AS A BUSINESS STRATEGY 9

10 1. Clarify Your Business Social Media Define Clear goals Examples: Goals Gain customer credibility Convert 30% of prospects to sales Write down at least 3 Social Media Goals for your business. Make sure SM goals relate to overall business goals 10

11 2. Audit Current Social Media Status Assess your current SM use how is it working for you? Who connects with you via SM? Which SM sites do your target customers use? How does your current presence compare to competition? Take Current Social Media Inventory Do Your Research 11

12 B2C vs. B2B 12

13 3. Develop Your Content Strategy What type(s) of content do you intend to post and promote via Social Media? How often will you post the content? What is the target audience by content type? Who will you create the content? How will you promote the content? 13

14 Content 14

15 4. Use Analytics to Track Progress Hootsuite, Buffer, SproutSocial some tools to track progress, can get expensive Facebook Insights find out when your fans are online, how many are seeing your posts Google Analytics show you who s viewing and engaging with your web pages 15

16 5. Adjust Your Strategy What worked well? What did not work well? Adjusted goal for next quarter? Changes to Social Media Strategy 16

17 MARKETING YOUR BUSINESS ON FACEBOOK 17

18 Let s Build a Facebook Page Why do I need a page instead of another profile? 18

19 Identifying Broad Demographics Questions to ask: Who are my customers currently? Who do I think would like my product? Who do I think needs to learn more about my product? Where do they live? 19

20 Fill In The Blanks! Creating a call to action: What do you want them to do? 20

21 Likes, Likes, Likes There are a few ways to get likes: Organically - Paid directly The best methods utilize both 21

22 Facebook Ads & Boosted Posts Facebook Ads Different options including likes, website clicks, event responses, etc. Add a call to action button, such as shop now, sign up, etc. More audience targeting options. Boosted Posts Posts are seen by a larger audience. Helps increase post likes, comments and shares. Less audience targeting options.

23 Leverage Existing Traffic to your Website Facebook Marketing Tip: Put social media icons above the home page or header since it is the area where the icons can be easily seen Source:

24 Marketing Facebook Marketing Tip: If you have current events or offers on your social media pages, include them on your signature in CTA format. Example: Want to receive a free gift from us? Like us on Facebook! 24

25 The Proper Way to Use Facebook Facebook is about your brand, think of your wall as an extension of your website; IF YOU WOULDN T POST IT ON YOUR WEBSITE DON T PUT IT ON FACEBOOK! Post are about quality over quantity Not everyone who likes your page sees your posts Posts to timeline vs post not to timeline Be social!!! 25

26 Staff Champions Who are your champions Friends Family Staff Mandatory social media participation Social media plan detailing what you expect Potential reward program Leveraging social connections will help grow number of likes exponentially 26

27 WAYS TO INCREASE FACEBOOK ENGAGEMENT 27

28 Facebook Live

29 Facebook Live Video to YouTube

30 Pose a Question Here are some questions to ask: Specific: What s your favorite? Tips: How do you? Experiences: What s your favorite moment from experience/memory? Edgy: Do you think? (controversial question) Direct: Why do you? Events: Who is going/who attended? Timely: Today is, so what are you? 30

31 Ask Fans to Make a Choice

32 Post When Your Fans Are Online

33 Share Relevant Images

34 Engage with Other Brands

35 Crowdsource Feedback

36 Include a Call to Action

37 Boost Your Best Posts

38 Share Industry News and Hot Topics

39 Give People a Giggle

40 Respond to Everyone

41 Solicit Fan Content

42 Tap Into Trending Topics

43 Buffalo District Office For more information on SBA s programs and services Please contact: Greg Lindberg 130 South Elmwood Ave., Suite 540 Buffalo, NY Telephone: Gregory.Lindberg@sba.gov Or visit our office web site at

44 Twitter 44

45 Snapchat

46 Instagram

47 OPTIMIZING YOUR FACEBOOK AD BIDDING 47

48 #1 Choose a Goal Choose your objective: Boosts Promoted Posts Website Clicks Conversions Video Views Select your campaign objective and then click Set Audience & Budget to continue. 48

49 #2 Define Your Audience Saved Audience or Create a New One Broad or Specific? 49

50 #3 Determine Your Budget Set a daily budget or lifetime budget. Then decide whether to run your ad continuously or enter a start and end date. 50

51 #4 Optimize Your Ad Delivery Facebook shows ad to people who are most likely to take the action you are asking for. Examples: Link clicks to website Video Views Impressions Daily Unique Reach 51

52 #4 Optimize Your Ad Delivery 52

53 #4 Optimize Your Ad Delivery 53

54 #5 Set a Bid Amount 54

55 #5 Set a Bid Amount 55

56 #5 Set a Bid Amount 56

57 #6 Schedule Your Ad 57

58 #7 Choose the Delivery Type Decide whether you want standard or accelerated delivery of your ad. Most of the time you ll want to go with standard. Select accelerated if you want your ad delivered as quickly and as often as possible. For example, if you have a webinar in the evening and you want the ad to start as soon as possible, go with accelerated. #8 Create and Run Your Ad 58

59 #9 Review Results 59