2016 tulsa tech fest speaking presentation
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DIGITAL MARKETING FOR SMALL BUSINESSES
Christine Collins
Presented By
@BadPennyFactory Slides
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Christine Collins
Creative Director
HELLO
Former Digital Media Manager of several Fortune 100
companies with over 10 years of industry experience.
A professional with a strong reputation and direct
access to key social media influencers, creatives and
technical specialists. As Director of Bad Penny
Factory, she advises small businesses, entrepreneurs
and non-profits on their digital footprint.
Christine holds a Bachelor of Science degree in
Design from the Oklahoma State University.
@BadPennyFactory Slides
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Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat – what is social media really about and why is it relevant to me?
Social Breakdown
With so many social media options, how do I choose where to spend my time
online? How do I engage with people and what should I post?
Pick Your Playground
MAP TO THE CHAT
@BadPennyFactory Slides
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How do I gain followers and trend content? How do I become a trusted author and draw people into conversations?
Build a Community
My content is awesome so how do I reach more people? What other digital
marketing tools will help me spread the word about my business?
Boost Your Story
@BadPennyFactory Slides
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I now spend several hours a week on social media so is all this work paying off? How do I know if I’m making an impact on my business?
Measure Results
Celebrate your content! Nurture and love what you’ve built online so it won’t
fade away. Take time to evaluate, recalibrate and execute.
Rinse and Repeat
SOCIAL BREAKDOWN
Why should digital marketing and social media be important to me?
@BadPennyFactory Slides
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7.395
3.419
2.307
3.790
Total Population
Internet Users
Active Social Media Users
Unique Mobile Users
Each quarter, leading statistic
firms compile data from all over
the world. These 2016 findings
are important because any time
you produce marketing you want
the most exposure for the
smallest investment.
Follow the numbers and go
where the crowds are already
present.
DATA PROVIDED BY: SMART INSIGHTS, PEW RESEARCH
CENTER, WE ARE SOCIAL, GLOBAL WEB INDEX
Numbers In Billions
GLOBAL DIGITAL IMPACT
1.968
Active Mobile Social Media Users
3.752 Male Population
3.686 Female Population
@BadPennyFactory Slides
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Social media is a sensible way for
us to converse with cl ients,
partners, vendors, prospects and
friends. The various channels give
us the ability to engage with people
and promote our business at scale.
Social media channels can be used
as customer service forums, to
promote events and contests, offer
coupons and giveaway deals and
much more.
A Digital World
SOCIAL MEDIA CONNECTIONS
“Engagement happens when people care.”
@BadPennyFactory Slides
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Before you dive in, think about what you want to achieve with your marketing goals. As you evaluate your goals, pull together a list of challenges and
opportunities you hope to address with your efforts. Start with the audience you want to address and think about how that community currently
perceives your business. What are the beliefs and attitudes they have toward your business? How do their attitudes need to change so you can be
successful?
Set Clear Goals
DEFINE SUCCESS
“Focus on the target. Become efficient and seek to understand the layers
of interconnections.”
@BadPennyFactory Slides
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“Listening is a critical part of the
conversation.” Listen to what people are saying and seek to understand them and their beliefs. Craft your story in response to listening and use
messaging to convey understanding.
Tell Your Story What do you want your audience to understand about you? Use social media to share things that will build that understanding over time. Layer your story with snackable bites so your audience has time to digest your message at a comfortable pace. Avoid saturated content heartburn.
Understand Your Audience
SOCIAL LISTENING
PICK YOUR PLAYGROUND
Which social media channels should I use to promote my business?
@BadPennyFactory Slides
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Instagram Visual celebration of positive outcomes and business coverage.
Google+ Awareness, advocacy and education exposure through the Google Network..
Twitter Thought leadership through active participation and timely shared content.
YouTube Inspiration and education through emotional stories and instructional guides.
Facebook Active engagement and promotion of original web content and communities.
17%
20%
22%
25%
42%
Facebook, Twitter and Instagram
lead the pack as the top social
media channels on a global scale.
Rounding out the top channels are
LinkedIn, Pinterest, Tumblr, and
Myspace.
Google social platforms are heavily
integrated into their unified
account sign-in which impacts
their numbers and exposure.
DATA PROVIDED BY: PEW RESEARCH CENTER, SMART INSIGHTS,
GLOBAL WEB INDEX
Active Social Media Users
TOP TRENDING CHANNELS
Facebook controlled 42%
of the global social media
market share by the end
of 2015.
42%
@BadPennyFactory Slides
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With so many social media channels
available it can be overwhelming to
try and manage multiple outlets of
communication. Each platform offers
unique benefits based on what
outcome you are trying to achieve.
Evaluate your brand and determine
the type of content that makes the
most sense for you to publish. Is your
business best represented by videos,
pictures, written stories or fast facts?
Do you use coupons in your
promotions? Ask yourself what works
for your market.
Start with consistently posting to 3
channels and then scale your
marketing from that benchmark.
Start Small
CREATE A PRESENCE
@BadPennyFactory Slides
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Schedule Posts
Write Stories
Take Photos.
Stream Videos
Build up your content and then use
scheduling tools to help manage
posts. Develop a content calendar to
keep track of important dates and
posts. Write testimonials, take
product and experience photos,
video stream helpful chats about
your products and services, offer
behind-the-scenes looks at your
business operations.
Need help? Seek out professionals to
help you draft blogs and develop
online graphics to showcase your
business.
Build Your Library
GENERATE CONTENT
“Relevence, timing and tone. Know your
social plan.”
@BadPennyFactory Slides
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Sample Content Calendar
GET ORGANIZED
EDITORIALCALENDAR TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGETAUDIENCE OFFER/CTA CHANNEL(S)MONDAY Author ErinBrown 10HelpfulChartsto
MeasureYourContentPerformance
Usevisualchartstohelpexplainhowtomeasurecontentperformance
contentperformance,contentmeasurement
BusinessMarketer,ChannelOwner
FreeReportwithHelpfulMeasurementFormulas
FacebookDueDate 11/20/15 SiteBlog
PublishingDate 11/23/15 TwiMerTUESDAY Author SarahDolan SEOExplained:Tipsand
TricksThatGetYouNoRcedBrieflyexplainSEOandofferhelpful,beginner-levelRps
SEO,searchengineopRmizaRon
BusinessMarketer,ChannelOwner
FreeeBook:SEOExplainedwithHelpfulTips
FacebookDueDate 11/20/15 SiteBlog
PublishingDate 11/23/15 TwiMerWEDNESDAY
Author NateDawson HowtoUsePollstoBoostEngagement
ExplainthepollingfeatureandusebestpracRcesto
craXvoRngchoices
Polling,onlinevoRng,surveyquesRons
BusinessMarketer,ChannelOwner
FastGuidetoDigitalPollsandHowToUseThem
FacebookDueDate 11/20/15 SiteBlog
PublishingDate 11/23/15 TwiMer
“Offer more than you ask. Be the solution your customer is searching for online.”
BUILD A COMMUNITY
How do I become a trusted resource?
@BadPennyFactory Slides
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Add Value When talking in social,
always add value to the conversation.
Research Use listening tools and
analytics programs to dig deeper into public
conversations.
Recycle Reuse, repurpose, reward and respond. Learn to cycle and recycle powerful content.
Lists and Groups Create lists for key people, customers and influencers. Group users together by topic.
Devote time to your digital marketing plan by spending energy on research and developing ways you can offer value to online communities. Keep
content simple and use common sense with your posts. Identify key themes and create valuable content around them. Think of ways to help people
by offering better, faster and more rewarding ways of doing things.
Thoughtful Moves
EVERYDAY ACTION ITEMS
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Be you. Engage with people as a person and be natural
with your approach. Don’t be something you’re not.
Be Authentic
Really listen to people and find ways to be there for
them. Be considerate and grateful of their time.
Be Thoughtful Give more than you take.
Offer people and conversations value before asking something in return.
Be Generous
Interact with others online. Participate by joining the conversation, following accounts, and liking and
sharing content.
Be Social Do what you say you will do.
Be honest with your transactions and straightforward.
Be True
Simple Human Communication
BE SOCIAL
BOOST YOUR STORY
How do I gain more reach and exposure for my business?
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Invest
Budget Costs
Paid Marketing The goal of paid marketing is to convert actions to sales. Generating engaging content is the first step, boosting that content to reach people who need your business products and services is the next. Take a look at your marketing budget. Whether you can invest $200 a month or $2,000 a month, there are service plans that can benefit you.
Your hub’s Search
Engine Optimization.
Website SEO Pay-per-click services
with Google.
AdWords Trend content with
increased likes.
Increase Followers
Extend Your Reach
DIGITAL MARKETING
WEBSITE SEO
What does this mean to me?
@BadPennyFactory Slides
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• START LISTENING and analyze what your audience is looking for online.
• IDENTIFY KEYWORDS used to search for solutions related to your business.
• BUILD YOUR OPTIMIZATION around those keywords and phrases.
• BE CONSISTENT and pepper those keywords throughout your content.
• MONITOR PERFORMANCE and stay flexible and make adjustments when necessary.
Words Words Words
SEO BREAKDOWN
“Social media campaign measurement basics: engagement, reach, exposure, ad performance, and conversions.”
@BadPennyFactory Slides
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Sample Measurements
SEO SOFTWARE
GOOGLE ADWORDS
What does this mean to me?
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Google and Bing Ads
PAID ADVERTISING
h"ps://www.google.com/adwords/ h"p://ads.bingads.microso6.com
• SIGN UP FOR FREE and learn to set up your ads with these services.
• SET A BUDGET control your budget and only pay when your ad is clicked.
• REACH CUSTOMERS globally or locally and set a specific distance from your business.
• EXPAND YOUR AUDIENCE and see your ads on Google, Bing, Yahoo and AOL.
INCREASE FOLLOWERS
To buy or not to buy?
@BadPennyFactory Slides
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Know Your Options
BUYING FRIENDS
• BENEFITS can include low costs, low time commitment and gained social influence.
• RISKS can include spam tactics, antitrust and channel shutdown.
• DEFINE YOUR STRATEGY and do your research! *BAD PENNY FACTORY DOES NOT ENDORSE, CONDONE OR HAVE ANY AFFILIATION WITH THE COMPANIES LISTED
MEASURE RESULTS
How do I know my efforts are paying off?
@BadPennyFactory Slides
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Trends and changes are the most valuable insight that can be pulled from any report. Analytics should be measured through a single tool for a
universal view of the health of your content. Once you select the tool that works best for you, get familiar with it and set up a few standard reports that
will allow you to push a button to see a snapshot of your work and how it’s performing online.
Metrics That Matter
“It’s the true experience of the journey that people gravitate toward.”
@BadPennyFactory Slides
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+ + = The social media channel
and piece of content with the call-to-action message.
Platform 01 Time and effort spent on
creating the content and the post schedule.
Post 02 Amount of money invested
to promote the content.
Paid Boost 03 Calculate the expected
performance.
Review
Gather significant data to build a formula that works for your business. Regularly review the information to determine how to achieve optimal
performance within your control. Create a testing plan to check your findings and then continue to tweak the formula over time. These solutions will
also help define your marketing budget. Again, think: how can I get the biggest bank for my buck?
Cost of Content
BASIC FORMULA
0.31% CTR
THANK YOU
Continue the conversation by emailing contact@badpennyfactory.com
@BadPennyFactory
BadPennyFactory.com
Tulsa TechFest 2016 | Fri, Aug 5th, 2016 | OSU - Tulsa | 70+ Speakers, 20+ Tracks & 85+ Sessions!
Your input is important!
http://TulsaTechFest.com
Tulsa TechFest 2016 | Fri, Aug 5th, 2016 | OSU - Tulsa | 70+ Speakers, 20+ Tracks & 85+ Sessions!
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