Content Marketing Series: Grow Your Business Through Social Media

Grow Your Business Through Social Media

For SCORE Austin

2014 Content Marketing Workshop Series

About Tommy Landry

President, Return On NowSpecialty: Internet Marketing

SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics

20+ Years Marketing14 Years SEO

10 Years SEM

Lifetime of Content & Social

Where to Find Me

TwitterMe: @tommy_landryBusiness: @ReturnOnNow

LinkedIn: www.linkedin.com/in/tommylandry/

Google+: Return On Now

Email: tommy@returnonnow.com

Website: http://ReturnOnNow.com

What Is Social Media?

Social Media is any platform or technology that allows real people to interact, exchange ideas, have conversations, or otherwise be “social” in a virtual environment.

Image Source: Brian Solis on Flickr Under Creative Commons Attribution License

Types of Social Media

Social Networking (Facebook)

Social Bookmarking (StumbleUpon)

Blogging

Micro Blogging (Twitter)

Media Sharing (YouTube, SlideShare)

Gamification / Social Gaming

Content Curation Sites (Scoop.it)

Any Online Community

Why Social Media for Marketing?

• 92% of Marketers Say Social Media Is Important for Business

• Increases Awareness Among Target Communities / Audiences

• Builds Expertise Before Clients Are Ready to Buy

• Drives Demand, and in Turn, Leads

• Helps Increase Overall Website Traffic and Revenue Over Time

Serves a CRITICAL Role In Content Promotion

The Roles of Social Media

Build a Network of Fans and Followers

Stimulate Word of Mouth

Provide a Vehicle to Promote Content Marketing Efforts / Assets

Amplify Messages to a Wider Audience

Build Awareness and Brand Preference

Drive Engagement In Your Community or Segment

Image Source: Wikipedia.org Under Creative Commons Attribution License

Refresher: The Customer Lifecycle

Awareness Familiarity Consideration Purchase

Awareness Response Evaluation Commitment

Psychological Model

“Buyer’s Journey” in web circles

Simple version:

Dated version:

Customer Lifecycle: No Longer Linear

SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

Demand Gen vs. Lead Gen

Demand GenAwareness

Familiarity

Consideration

Purchase

Lead Gen

Social Media primarily plays in the Demand Gen areas.

It sets up interest for Lead Gen to be successful once a need for your product or service is clear.

How to Know Where To Be

What Content Or Conversation Will You Be Starting?

Where To Find Your Target Audience?

Where Is Your Focal Topic Relevant?

Social + Content = InseparableSocial Requires Content to Truly Succeed

Content Provides Social With Something To Promote

The Conversation Is Not Just About Talking…• Creating New Ideas!

• Stimulating Conversation

• Driving Knowledge

Image Source: TopRankBlog on Flickr Under Creative Commons Attribution License

Setting Goals for Social Campaigns

By Content Item (Whitepaper, Blog Post)

By Tactic (Tweet, Share, Pin)

By Program

By Topic

By Source (Twitter, LinkedIn, reddit – separate free vs. Paid placements)

By Audience

By Leads

By Revenue

How to Set a Social Marketing Strategy

Start with SMART GoalsSpecificMeasurableActionableRealisticTime-Bound

Objectives → Strategies → TacticsImage Source: Wikimedia.org Under Creative Commons Attribution License

How Deep is too Deep?

Spend 80% of Time On Strategy and Direction

Get It Right Up Front Before Execution Starts

Do Not Micromanage: Trust Tactical Managers to Deliver

Schedule Regular Check-ins

Know When To Say When Based On Results

Social Media Rollout Tips

Establish Social Media Presence (claim accounts)

Understand Your Business In and Out; Have a Purpose

Understand Why Your Audience Shares / Engages

Listen More Than You Talk (especially at first)

Provide Value – No Chest Beating!

Content Is the Key to Success – Build Into Your Plan

Test, Iterate, Evolve, and Test Again

Remember: It’s All About People

Hat Tip to Referral Candy (source of expert research cited above)

Tips For Leading Platforms

6/18/2014

Tips by Platform: Twitter

Mix Up Content SharedPost 10 Others’ Content For One of Your OwnGood for Getting Foot in DoorVery Short Attention Spans

Tips by Platform: Facebook

Pictures and Videos Perform BestMuch Better for B2C than B2BReach Is Dwindling – IntentionalDon’t Overinvest Too FastCareful With Fake Like’s – Especially On Paid Clicks

Tips by Platform: Google+

More Useful for Author Markup Than SocialEveryone Should Be On It for SEO PurposesFind Good CommunitiesGet Familiar With Advanced FeaturesBe Smart About Time Spent on G+

Tips by Platform: Pinterest

Always Include Images on Blog Posts / Web PagesPin Every One of ThemBuild Assortment of Related Boards and CurateLike Other Boards, Give BackEspecially Useful for Visual Products, eCommerce, Designers, and Bloggers

Tips by Platform: LinkedIn

Best B2B Social Platform AvailableKeep The Conversation Professional and On PointClaim Your Company PageParticipate in Groups – Key FeatureOptimize Your Personal Profile – People Will LookPost Periodic Status Updates For Targets

Tips by Platform: Social Bookmarking

Select a Manageable Number And Focus On ThemIgnore Fads – Use Established SitesParticipate In The Community Bookmark All Content You Create

Let’s Look At The Top PlatformsTime Permitting…

6/18/2014

A Note On Paid Placement

Can Boost Likes / Followers Quickly

Can Also Blow Money Quickly

Test Small, Adjust, Then Expand

Patience is a Virtue

Expect this to Take Time – no shortcuts to true engagement

Caveat - Can Drive Quick Exposure For Premium Content Assets

Image Source: Business2Community Under Creative Commons Attribution License

Pulling It All Together

6/18/2014

Productivity: Prioritizing Your Time

Pick Your Battles: Avoid Social Media Overload

Make Intelligent Tradeoffs

You Don’t Have to Be Everywhere All The Time

Build Into Overall Priorities From the Start

Only Dedicate What It Deserves – Adjust As You Learn More

When To Back Off of Social

Audience Ignores You

You Start Getting Unfollowed / Defriended

You Start to Get Stressed Out

You Lose the Motivation To Keep Doing It

Metrics Tell You To Go Another Direction

Image Source: Wikimedia Under Creative Commons Attribution License

Adapting to Results / Feedback

Use Social Results to Inform Content Decisions

Use Content Decisions to Better Manage Social

Use Both To Drive Social SEO Strategies

Remember: Nothing Is Set In Stone; Adaptation is Expected

Image Source: Wikipedia Under Creative Commons Attribution License

Thank you!

Questions?

Connect with me:Tommy P. Landry, President

Return On Now

http://ReturnOnNow.com

tommy@returnonnow.com

Twitter: @tommy_landry

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