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START WITH THE WHY MARKETING AND SOCIAL MEDIA
PRESENTED BY: TERRI MARASCIO MINT MARKETING [email protected]/MINTMARKETINGSOLUTIONS
OBJECTIVES
FIRST HALF:
• Positioning and Marketing your Business• Determine your WHY• Learn how to tell (and sell) your story• Determine what is uniquely yours to give
SECOND HALF:
• Social Media Nuts and Bolts • Facebook marketing and advertising• Email marketing, blogs, landing pages• What do I post?
MY BACKGROUND
• Hospitality/Business Degree from the University of New Hampshire
• Helping small businesses without marketing departments navigate social media
START WITH THE WHY
KNOWING YOUR WHY
• Your WHY reminds you why you get out of bed every day to do whatever it is you do.
• Your WHY helps you easily make the decisions that are right for you.
• Your WHY shows you exactly who your right market is, who you should be speaking to, and who you should forget about trying to serve.
• Your WHY makes your marketing make sense.• Perhaps most important of all, when your WHY connects with
other people’s WHY – you can get extreme, irrational, tribal loyalty.
Source: http://webdesignfromscratch.com/blog/find-your-why/
FORMULATE YOUR WHY, HOW, WHAT
• WHY: I hate seeing small businesses look bad online and waste time and money.
• HOW: I help small businesses: look remarkable online, increase profits and connect with their ideal customers through campaigns that offer a measurable return on investment.
• WHAT: I offer marketing solutions such as: brand improvement and development, social media management, social media training, special event promotion, Facebook advertising, e-mail marketing, communications, strategic planning and personalized photography.
SOLUTION DRIVEN STRATEGY
• If you are a __________ and you struggle with _________ and ___________, you’ve come to the right place. We help you_________, that results in__________. • Identify Audience• State their problem• Uncover a solution• Promise a result
TELL YOUR STORY
https://www.entreleadership.com/podcasts/donald-millerbranding-your-story-part-2
1. Customer is the HERO (Skywalker) – help win the day
2. Customer has a problem (tell story, get word out)
3.You are the guide (Yoda) Empathy (feel your pain,
understand) Authority (know what I’m
doing 4. Give them a PLAN
3 Steps
BRAIN
https://www.entreleadership.com/podcasts/donald-millerbranding-your-story-part-2
1. Trying to survive. Save $ Connect Solve
problems
2. Not burn calories. Too hard to figure
out
AMAZON
“Aligning our business decisions with our passions and values is a pathway to creating true change in our industry. To manifest abundance, we need to trust our intuition, and commit to our customers above all else.” -
Jeff Bezos, Founder of Amazon
SOCIAL MEDIA 101 +
OBJECTIVES
•Social Media Nuts and Bolts •Facebook marketing and advertising•Email marketing, blogs, landing pages, visual content•Tips and Tricks•Q&A
WHY DO WE USE SOCIAL MEDIA?
• Be Educated• Stay Informed• Be Entertained• Show Support• Receive Discounts or Promotions• Connect with Friends, Family, Community
WHY DO BUSINESSES USE SOCIAL MEDIA?
• Branding• Word of Mouth Marketing• Reputation Management• Find out What Works and What Doesn’t• Helps with Search Engine Rankings• Cost-Effective Marketing and Advertising
Alternative
WHO USES SOCIAL MEDIA?
VIDEO
Video is central to Facebook’s vision for the future of the platform. In 2014 CEO Mark Zuckerberg was quoted as saying “In five years most of Facebook will be video”.
PAY ATTENTION TO YOUR AUDIENCE
WHEN ARE THEY ONLINE?
WHAT TYPES OF POSTS WORK WELL?
WHY FACEBOOK PAID ADS? AFFORDABLE
WHY FACEBOOK PAID ADS? TARGETED
WHY FACEBOOK PAID ADS? TRACKABLE
WHY FACEBOOK PAID ADS? TRACKABLE
WHY FACEBOOK PAID ADS? TRACKABLE
DEFINE YOUR STRATEGY
• What is the goal of this campaign?• New inquiry• New appointment• New patient• New client• Sell a product or service• Download your app
ADVERTISING OBJECTIVE
HOW WILL I TRACK CONVERSIONS?
• Pixels• Install a pixel on every page of your website• The Facebook Pixel page gives you insight into the traffic on
your website. It tells you what pages people are looking at, on which devices they're viewing your website, and what actions they're taking (ex: purchases).
• Simply how many calls, orders, etc. ASK people how they heard about you, every time.
• Track through a CODE or special URL just for FB• Use a different code for RADIO, TV, PRINT, FB, Twitter, etc.
CUSTOM AUDIENCES
• Upload your email list from your CRM or database• Upload your current client list• Upload personal email contacts• Upload your LinkedIn connections• Basically any email list that you have • Facebook will MATCH emails to Facebook profiles (that
used that email address to sign up for Facebook)• You can market to the list or to a LOOK-A-LIKE audience
GOOGLE MY BUSINESS - LOCAL
• You NEED to claim your profile and make sure the data is accurate.
• Ask for REVIEWS!• Upload Photos
and Videos
https://www.google.com/business/
YOUTUBE - VIDEOS
• Great for SEO -Search Engine Optimization & owned by Google
• Engaging for all audiences – add to your website, social media, etc.
• Tag your videos• Teach someone
something!
EMAIL MARKETING
When it comes to your platform, you can’t afford to build your house on a rented lot.
Michael Hyatt
EMAIL MARKETING TOOLS
MAILCHIMP• Free for up to 2,000 emails• No limit on graphics• Mobile friendly – looks great on mobile• Some limitations on autoresponding
unless using paid • Archive feature included• No text to join option (that is FREE)• Tracking and scheduling
CONSTANT CONTACT
• Free trial 30 days only• Good autoresponder
with your plan• Have to pay for extra
graphics• Have to pay for
archive• Glitchy
CONVERTING INTO LEADS
• Utilize a ‘squeeze page’ or lead page magnet to gather email addresses and provide a way to continuously communicate with new leads – eventually turning them into sales.
BLOGS + EXPERT/THOUGHT LEADER = SALES
• Blogs establish you as an expert or thought leader.
• Blogs require planning, however, you can reuse and recycle content from other sources – SlideShare Presentations, InfoGraphics, Q&As, interviews, speeches, debunking myths, funny stories, lessons learned, Top 5 Tools, etc.
VISUAL CONTENT (FREE OR CHEAP)
• www.canva.com • www.picmonkey.com• www.pexels.com • www.clippingmagic.com• www.emailsignaturerescue.com• www.pixabay.com• Get your own photography instead
of stock images if possible
TIPS
• Think about MOBILE – most people are accessing from mobile devices – make sure your website is not flash based
• Have a great logo – clear, intriguing, eye catching• Pick a social media platform (or 2) that your audience is
on and make it great, be consistent, ask for help• Take your fans behind the scenes with photos, videos and
Q&As, etc. • Offer contests, via trackable social media sources, they
WILL pay off in the long discounts and giveaways run• Put your social media information on EVERYTHING!
TIPS
• Make sure your location, address, phone number, website, directions, parking, etc. is located on your Facebook page and Website– use all your ‘real estate’ in the About Section – Change up your timeline cover often to reflect what’s going on at your business
• Use the full area of your Twitter profile for descriptions and more information for followers – get a great background and images
• Post photos from the event (ask someone to be responsible for this) – gets people excited about ‘what they are missing’ – TWEET!
• Use the EVENT tab on Facebook to post your event information and it will ‘invite’ Fans to attend!
• Start an email list and send out a weekly/monthly newsletter
TIPS
• Integrate any PRINT, radio or TV with your social media • Email signatures, paper goods, etc. should have your social
media information or website link included• Make your social media accessible on your website with Like
Boxes, Twitter Feeds or links• Don’t make people search to interact with you – be where your
fans ARE – don’t know? Research! • Take surveys, ask questions, teach them something. Entertain.
Reward loyalty! Thank your clients/fans personally by name online. People love to see that you acknowledged them.
CONTINUE THE CONVERSATION…
• Terri Marascio, President Mint Marketing Solutions• Phone: 704-980-9667• Email: [email protected]• Twitter: http://www.twitter.com/mintmktng• Facebook: www.facebook.com/mintmarketingsolutions• LinkedIn: www.linkedin.com/in/terrimarascio• Flickr: www.flickr.com/MintPhotoTM• Slideshare: http://www.slideshare.net/terrimarascio
