How to Attract More Customers Using Social Media MSBDC November 16, 2016 tunnel 7 Design Marketing Optimization
Overview Introductions Defining Goals & Targets Building A Strategy Tracking Results Hands On Q & A tunnel 7 Design Marketing Optimization
Who I am derek allard - derek@tunnel7.com Website designer, Internet marketer Work with clients to build smarter digital presences to increase return on investment tunnel 7 Design Marketing Optimization
Who Are You? What is your experience with social media? What are your pain points with social media? What are your successes with social media? tunnel 7 Design Marketing Optimization
Workshop Goals Think more strategically about social media Develop a plan for social media success Understand when paid content is smart Monitor successes and failures Feel empowered and unafraid! tunnel 7 Design Marketing Optimization
Social Media Are Channels Go to where people are and connect with them Direct them back to the website for desired actions Our goals and users will guide us Be open to trying new strategies with social media Become the (trustworthy) expert in your field tunnel 7 Design Marketing Optimization
Defining Goals & Targets
Define Your Goals What action do you want users to take from social media? Be as specific as possible The more focused and specific, the more targeted the strategy will be Get past “having” social media to “using” social media tunnel 7 Design Marketing Optimization
Examples Of Goals Double the size of my mailing list over two months Get 100 people to sign up for an event I am giving Sell 20% more items this holiday season Goals should be closely tied to business success! tunnel 7 Design Marketing Optimization
Identify Your Users Who do you want to achieve your goals? Be as specific as possible Think about user personas to connect you directly to your clients / customers These users are who we are talking to tunnel 7 Design Marketing Optimization
What To Use? Social media is made up of many platforms We want to narrow down to where our target users are Initially may need to try many platforms Over time focus more energy on those that show results tunnel 7 Design Marketing Optimization
Twitter Overview Microblogging service (140 characters or less) Launched in March 2006 317 million active users (2016) Skews younger and more urban tunnel 7 Design Marketing Optimization
Why Use Twitter? Connect with potential clients / customers Meet new people in new areas Promote news, events and offerings Become the expert tunnel 7 Design Marketing Optimization
Facebook Overview Social network Launched in February 2004 at Harvard Opened to the public in September 2006 1.71 billion active users (2016) Worlds most popular social network 72% of all online adults use Facebook tunnel 7 Design Marketing Optimization
Why Use Facebook Build new relationships / connect to clients / customers Develop a page for your organization Promote news, events and offerings Become the expert tunnel 7 Design Marketing Optimization
LinkedIn Overview Geared towards business professionals 450 million active users (2016) Think interactive resume Working age adults and college grads with higher household incomes tunnel 7 Design Marketing Optimization
Why Use LinkedIn? Get introduced to business connections Build credibility (recommendations / endorsements) Connect with like-minded professionals Become the expert tunnel 7 Design Marketing Optimization
Pinterest Overview Image sharing / bookmarking social network 100 million active users (2016) eCommerce sites often target Skews heavily towards women under the age of 50 tunnel 7 Design Marketing Optimization
Why Use Pinterest? Show your products online Curate ideas for customers / clients Inspiration is often a motive on Pinterest Become the expert tunnel 7 Design Marketing Optimization
Instagram Overview Image sharing social network 400 million active users (2016) Owned by Facebook now Popular with non-whites and young adults and skews slightly towards women tunnel 7 Design Marketing Optimization
Why Use Instagram? Show off products and services Gives a behind the scenes of your business and staff / puts a face to your business Connect with customers / clients Become the expert tunnel 7 Design Marketing Optimization
Not Sure? If uncertain where your users are … Ask in a quick online survey sent to your mailing list Talk to others in your industry to see what is working for them Research on the internet trends in your industry (related to social media) tunnel 7 Design Marketing Optimization
Write down your goals and social media channels to target
Building A Strategy
Be Professional Your pages on social media should be professional looking Profile photos, banner images, completed address, hours of operation Most social media channels have wizards to walk you through setup tunnel 7 Design Marketing Optimization
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Who Loves This? In most organizations there is one employee who loves social media This is the person to put in charge None of us are any good at things we don’t like tunnel 7 Design Marketing Optimization
Build An Audience On any platform building an audience will be the first step Publish special offers / run social media specific promotions to encourage likes / follows Can use paid methods to increase your audience Connect with others to increase likelihood they will connect with you. tunnel 7 Design Marketing Optimization
Be Proactive / Genuine Like, comment, share, retweet, pin your clients / customers Publishing and waiting not a good strategy Keep an eye out for conversations where you can offer your unique expertise Be yourself … we all can see through stuffiness Consider one person being the voice of the business tunnel 7 Design Marketing Optimization
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What Can You Do For Me? Human nature is that we are selfish Be blunt and specific about what you can do for your clients / customers Not everything should be a sales pitch but anyone looking at your stream should see clear benefits tunnel 7 Design Marketing Optimization
Publish Exclusive Content On the platforms you choose think about what you could offer there that would keep users coming back Discount codes Announcement of new products / offerings Contests tunnel 7 Design Marketing Optimization
Utilize Hashtags Most social media channels use hashtags now Equates to a search term Be aware of hashtags being used in your industry Example: #westernma, #eecms tunnel 7 Design Marketing Optimization
Highlight Customers Publish content about your customers / clients We all like to see ourselves in a positive light Customers will likely be flattered / appreciate the mention tunnel 7 Design Marketing Optimization
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Images > Text A picture is worth a thousand words … images get much higher interaction rates than text alone What images can you use on social media channels? Don’t try to be perfect / professional tunnel 7 Design Marketing Optimization
Be Social On Social Always be the last to respond Think of social media as a chamber event It is interactive … never forget this tunnel 7 Design Marketing Optimization
Editorial Calendar Publish / reply on a regular basis Holds you accountable for staying on top of things Defines who, what, where, when, why for all your social media posts tunnel 7 Design Marketing Optimization
Paid Advertising Trend is moving more towards paid options Boosting posts, sponsored tweets, sponsored images Be selective with what is paid to promote Good way to experiment with what resonates with your audience tunnel 7 Design Marketing Optimization
Your Websites Role Your website tends to be where many goals actually happen Direct users back to the website for these specific actions Be strategic … not every post needs to link back but those focused on a goal tend to Your website should be mobile friendly tunnel 7 Design Marketing Optimization
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Write down what you can uniquely offer on social media
Tracking Results
Overview Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks tunnel 7 Design Marketing Optimization
Analytics Google Analytics is the most common and will show how your efforts are working Don’t rely on data from social channels (tends to make things look more impressive than they are) Be ruthless in scrutinizing which social channels are working and which are not tunnel 7 Design Marketing Optimization
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