become a social media marketing expert
TRANSCRIPT
What We Will Cover Today• Social media foundation
• Evaluate your efforts
• Fine-tune your strategy
• Engagement tactics
• Social media advertising
• Drive more traffic
• Resources
• Q&A
SOCIAL MEDIA FOUNDATION
You already know:
• Get setup on social media
• Managing your pages
• The value social media brings to your marketing strategies
• How to engage with your customers
• The social media channels that work best for your business
If you need help getting started, email us at [email protected]
Starting Point
EVALUATE YOUR EFFORTS
Use insights your audience already provides you to grow:
• Twitter Analytics
• Facebook Insights
• LinkedIn Analytics
• Instagram Analytics
• Google+ Analytics
Social Analytics
Twitter Analytics
View metrics about your Page's performance
Learn which posts have the most engagement
See data about when your audience is on Facebook
Facebook Insights
Updates: covers reach and engagement of your posts
Followers: demographics, trends and competitive comparisons
Visitors: contains details about who views your page
LinkedIn Analytics
Metrics you can see in each Instagram post: • Number of likes
• Comments
• Location
• Hashtags
• Tags
Instagram Analytics
• Total +1’s
• Total shares
• Total comments
• Total engagement (+1’s + Shares + Comments)
Google+ Analytics
FINE-TUNE YOUR STRATEGY
• Blend business and your brand
• Balance your strategy to include business (revenue) and brand (who your business is)
• Create campaigns that mix business promotion and brand promotion
Mix Business + Brand
What do your fans and followers
respond to most?
Listen Closely
✓ Buy identifying your buyer personas you can understand who your
customer is and how to reach them on social media
A buyer persona is a representation of your ideal customer (or customers) based on research and data
from your existing customers.
Create Buyer Personas
Trying to appeal to all audiences can dilute your brand, focus on a niche to stay relevant to
communities
Find Your Niche
ENGAGEMENT TACTICS
• Sell the blue or gold dress? Promote the fact that you have both colors!
• Have bad weather? People can relate, commiserate with them
Be the Popular KidEmbrace Trends
Use Twitter’s Advanced Search to:
Narrow your search
Connect with people who talking about your business
Look for specific people
Reach out to people nearby your location
Be timely
Custom
Use Twitter’s Advanced Search
• Always be ready to engage
• Trends come and go (as well as holidays and weather)
• Creating content people can always relate to and use creates engagement over and over
Create Evergreen Content
• Keep call-to-actions focused
• Tweets that ask to be retweeted are 12x more likely to be retweeted than those that don’t
• Keep your intention (and expectations focused)
Use Clear Call-to-Actions
Types of #hashtags:
• Brand
• Campaign-specific
• Trending and existing
• Content
• Product
#hashtag Campaigns
Types of downloadables:
• Templates
• E-Books
• Podcasts
• Photos
• Videos
Downloadables
Infographics + Images
• Tagging
• Retweets
• Comments
Social Media Functions
• #hashtags
• @mentions
• Micro-content
• Guarantee your profiles are active
• Don’t post a lot and forget for a week, schedule posts so you can always appear in feeds.
• Be able to respond and engage with uses through one tool
Tools
SOCIAL ADVERTISING
• How are people receiving and absorbing content?
• 56% of Facebook users say they have clicked on an advertisement
• 51% of businesses who used social advertising found it to be effective (while only 36% of businesses found email marketing successful)
Why Social Advertising?
• 16% of page subscribers regularly see your posts
• Facebooks fans are worth an estimated $174
Facebook Ads
1. External site ads: clicking these ads takes users away from Facebook and to the advertiser’s website
2. Page promoting ads: allows you to promote your Page and gain more Likes
3. Promoted posts: help you reach more of your fans.
3 Types of Facebook Ads
• Set a daily budget • Target your audience • Pay when there’s engagement
Twitter Ads
• Promoted Accounts: targeted users are invited to follow your account, they appear in the “Who To Follow” section
• Promoted Tweets: boost the reach of your tweet and pay only when user’s engage, targeting the audience you want to reach
Twitter Ad Types
DRIVE MORE TRAFFIC
Marketing without data is like driving with your eyes closed.
-- Dan Zarrella
“”
Link to Your Website
A UTM (Urchin Traffic Monitor) is a code attached to the end of an URL that tracks your campaign’s performance
THE STRUCTURE OF A TYPICAL UTM CODE http://www.yourwebsite.com/?utm_source=yoursource&utm_medium=yourmedium&utm_campaign=yourcampaignname
UTM Tracking Codes
SOURCE Where your link is hosted, affiliate website, email campaign name or other platform
MEDIUM The vehicle of your message (i.e.: PPC, email, social media)
CAMPAIGN Your message or promotion (i.e.: product sale, newsletter signup)
http://localvox.com/resources/social-media-for-business-webinar/?
utm_source=social&utm_medium=twitter&utm_campaign=webinar
UTM Code Breakdown
Google Analytics Tracking
STEP
3http://www.mirage.com/summer/?utm_source=social&utm_medium=facebook&utm_campaign=dining-credit-promo
STEP
1
STEP
2
/summer/
Track in Google Analytics
Google Analytics Setup
ADDITIONAL RESOURCES
Social Inbox
Visit localvox.com/solutions/social-inbox for a free demo!
A New
LocalCast Feature
✓ See entire conversations on 1 screen
✓ Smarter metrics
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✓ Link all your networks
Simple, Effective and Affordable Local Online Marketing
✓ Search
✓ Social
✓ Mobile
✓ Advertising
✓ Website
✓ PR
✓ Lead Gen
Get your free SEO report today! localvox.com/free-seo-report
eBooks
DOWNLOAD localvox.com/resources
Blog
SUBSCRIBE localvox.com/blog
More Local Marketing Resources
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If we don’t get to your question today, email us at [email protected] or tweet at us with #LocalVoxWebinar