Contact for…
• Any further questions• Would like information/tools/URLs from this
presentation• Questions about my services:
Implementing strategies to build your business via LinkedIn and/or Facebook
[email protected] 166 732
3
Who is Perry?• Father, Husband, Business Owner, Presenter• Charlestown Primary School, Whitebridge
High, moved to the Central Coast• Noticed a gap in my Marketing Major at
University of Newcastle• Studied Social Media Marketing at Michigan
State University in the USA• Own and operate social media agency;
Missing Link Social Media• Specialise in helping Business Owners and
Professionals understand, measure and improve social media to establish it as an effective sales and marketing tool
Marketing Basics:Old vs new selling & marketing
• Old– Features & benefits /
straight to solution– Telemarketing
(outbound)– Hard sell– Shout loud– Hard to get insights– Marketing was easier
and consumers relied on businesses to be informed
• New– Trust, needs & build
rapport– How do we get them to
call us (inbound)– Pre-sell in content
marketing– Whisper right thing in
right ear– Easy to get insights– Consumers are getting
smarter and are well-informed (reviews, social etc)
Marketing Basics:Marketing Channel System
Facebook Ads Website SEO LinkedIn Email
Lead Generator(incentive for contact details)
Newsletter sign up
Top 5 tips
Conversion tool $49 consultation via Leadpages
Free consultation
Keep in touch strategy Monthly tips via email
Social Media Marketing Funnel
Awareness: Position & attract a relevant audience
Repeat visibility & Engagement
Trust: Share valued content & collect
emails
Action / conversionRelationship
Retention /
LinkedIn Marketing Funnel
1. Optimise your LinkedIn presence2. Attract a relevant audience via
Advanced Search & Groups3. Position yourself as a thought leader &
expert with relevant & valued content4. Build trust, credibility and top-of-mind
awareness + create LinkedIn ads and send them through your marketing channel system
5. Measure results & improve
LinkedInProfile Summary Structure
Qualifying question
Articulate pains
Paint the ideal world
Why you?
Be human
Call-to-action
Weekly LinkedIn Action Plan
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
What: Invite to connect with 10 prospective clients
Check messages & notifications
Invite to connect with 10 referral partners
Check Messages & notifications
Research for next week’s content
Create next week’s content
Schedule weekly content in Groups & Profile Posts
When: 8:30am 5:30pm 8:30am 5:30pm 8:00pm 11:00am 8:00pm
LinkedIn – Tips and Tools• Search – Groups of prospective clients & referral partners
• Customise your Public Profile URL– http://www.linkedin.com/profile/public-profile-settings#
• Integrate with website / Blog– Profile Badge
• http://www.linkedin.com/profile/profile-badges?goback
– Plugins Overview• http://developer.linkedin.com/plugins
• Export Connections’ contact details: Click ‘Connections’ tab, then the settings button (top right of page), then export connections.
LinkedIn - Advanced Search
• People• Groups• Save Lists– Save search results to easily run them
again later (max 3 for free account)– Choose to receive weekly / monthly
reminders via email when new members match your search criteria
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Facebook Ads
• Facebook Ads • Facebook Ad Tools– Custom Audiences– Lookalike Audiences– Conversion Pixel– Facebook Exchange etc:
https://www.facebook.com/business/products/advanced-ads
Facebook – Ads Structure
• Campaign: Objective– Clicks to website– Page likes– Page Post Engagement
• Ad Set: Audience Segment– Fans– Email Subscribers– Lookalike Audiences
• Ads: Creative– Photo Share 1, ‘Learn More’ Call-to-action etc
Facebook Ads: Targeting
• Demographics:– Location– Age– Gender– Language
• More Demographics– Relationship– Education– Work– Financial– Home– Ethnic Affinity– Generation– Parents– Politics (US)– Life Events
Facebook Ads: Targeting
• Behaviors (hundreds!)– Charitable
Donations– Digital Activities– Financial– Mobile Device User– Purchase Behaviour– Residential Profiles– Travel
• Interests (thousands!)– Competitors– Icons– Thought leaders– Complementary
products / services
Key Facebook Tools & Resources• Facebook Image Dimensions:
http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/
• Facebook for Business:https://www.facebook.com/business
• Benchmark your Page to competitors:http://www.likealyzer.com/
• Claim your custom URL (& remove the numbers):https://www.facebook.com/username
• Quickly create landing pages:http://www.leadpages.net/products/
• Get a Like Box on your website:https://developers.facebook.com/docs/plugins/like-box-for-pages/
• Abide by Facebook’s 20% text rule:https://www.facebook.com/ads/tools/text_overlay
• Royalty Free Images:http://www.freeimages.com/ (was sxc.com)
• Free photo-editing software: http://www.gimp.org/
Basic Content Strategy
Goal: Awareness, Engagement, TrustBasic Content Strategy:• Who’s your target Audience?• Content Categories
– Brand awareness (Key Content Plan)– Product Awareness– Promotional– Seasonal– Customer Service– Engagement
• Weekly Content Map• Weekly Action Plan
Basic Content Strategy:Key Content Plan
Content Categories
Super Life Insurance
Budgeting Investment
Q&A
Rant
Mistakes
How to / reviews
Case Studies
Offer / Checklist
Recent news
Facebook Conversions Case Study: Shortstack
No Shortstack app… No ticket registrations
Facebook Conversions: Shortstack
Landing Page: ShortStack
• 100+ tickets• $300,000
artwork• Why?• How?
Contact
• Any further questions• Would like information/tools/URLs from this
presentation
Special Offer: 2-hour Social Media Strategy & Implementation Session:
Normally $497., contact me before end of June 2014$397
0431 166 [email protected]
