how can we use social media to grow our business and connect with our audience

[email protected] | mindgrub.com | @mindgrub

How Can We Use Social Media to Grow Our Business and

Connect with Our Audience?

mailto:[email protected]


HI, I’M KELLY

● Marketing Manager/Innovation Marketer at Mindgrub to team of 3 rockstars

● Pescetarian 7 years strong in April● Proud waterfront resident of

Pasadena, MD, but no boat● Enjoy running, yoga, cooking,

entertaining, good podcasts and travel

● I have an 11 yo dog child named Sterling, pictured right here



● Why use social media and how to position yourself?

● What channels are available to you?

● Who are you looking to reach?

● How to deliver your message to market?

TODAY, WE’LL BE DISCUSSING...


mindgrub.com | @mindgrub

WHY USE SOCIAL MEDIA?

● Campaigns on social media generally fall into one of three categories.

● It’s best to determine your “why” before formulating a strategy.

LEAD GENERATION

HIGH TOUCH EVENTS

BRAND AWARENESS


● “I want to invoke a distinct feeling in my audience.”● “I’m looking to gain brand awareness as an industry

leader in my market.”● “I’m looking for an outlet to announce exciting company

or client news.”● “I’d like to educate people through thought leadership.”● “I’m looking to promote corporate philanthropic

campaigns.”● “I’d like to share my company’s culture and

environment.”● “I’d like to recruit top talent.”



HIGH TOUCH EVENTS

● “I’d like to increase attendance at company sponsored events.”● “I want to learn more about my audience before I meet them.”● “I want to give prospects a warm intro to my team before a meeting.”● “I’d like to provide an opportunity for my audience to learn about my

company and ask live questions.”● “I’d like to raise awareness for a cause I believe in through hosted

events.”



LEAD GENERATION

● “I want to drive traffic and increase conversions on my website.”

● “I would like to attribute ROI on my content marketing strategy.”

● “I’d like to connect the dots between digital marketing and business development.”

● “I would like to get better data about the people engaging with my content.”

● “I want to know what campaigns are working for me.”



SOCIAL MEDIA CHANNELS


POPULARITY



Branding

Events

Lead Gen

BENEFITS OF FACEBOOK

REACH:1.19 BILLION USERSFacebook for Business

● Allows you to manage multiple ad campaigns, events, gain insights into your audience, and reach a targeted audience!

● Create Look-a-like audiences from existing leads, market to your existing leads, create lead gen forms and run relatively cheap ads!

● Run and monitor ads on Instagram from the same dashboard.

Customize your profile with tabs for products, services and offers. Add custom CTA buttons on home page.



Branding

Events

Lead Gen

BENEFITS OF LINKEDIN

B2B LEAD RESEARCH TOOL

● Join/Create Niche Interest Groups to get message out to actual people.

● Create Spotlight Pages for Industry Verticals, Services, Careers or Large Events. Promote on your company and profile pages to gain followers.

● Inbox attendees prior to an event to start the convo with a warm intro.

● Encourage employees to like and share company posts. It shows up on their feed!

Ideal platform for creating thought leaders of your upper management. Publish articles, portfolio of work and Slideshare presentations.



Branding

Events

Lead Gen

BENEFITS OF TWITTER

BEST CHANNEL FOR ENGAGING CONVERSATIONS

● Connects you to literally EVERYONE with a Twitter account, from the world’s greatest thought leaders to Lindsay Lohan, and everything in between.

● The originator of the #hashtag - allows you to engage with others at a conference, start a movement, research topics, and reach a large audience.

500 MILLION TWEETS PER DAY!



● Google + (for the sole reason that you should play nice with Google)

● Youtube (video is everything)● Instagram● Snapchat (because geofilters are fun!)● Pinterest (for e-commerce / product based businesses)

OTHER CHANNELS WORTH CONSIDERING



DETERMINE YOUR TARGET AUDIENCE

KEY VERTICALS/HORIZONTALS

● Identify your verticals by industry and what rationale they take in relation to how you can help them.

● Identify your horizontals by department and what rationale they take in relation to how you can help them.

Industry RationaleVerticalsHealthcare Massive investments, fast changing landscape, companies

attempting to stand outHigher Education Resistance to change vs. student demand for social tools and

simple mobile accessHorizontalsStart-ups In-house expertise in development, branding, marketing

doesn’t existMarketing/Communication

Fastest changing segment in business. Marketing is fighting multiple battles to acquire and maintain customers


● Your buyers' words reveal the attitudes, concerns and decision criteria you need to address to win their business.

● Identify what prospective customers are thinking and doing by the following criteria: ○ Business type - B2C, B2B, Non Profit, etc.○ Size - by revenue or employee size○ Contacts - targeted influencers and decision makers

in company ○ Budget authority - approximation of a minimum spend○ Departments - roles held in company○ Psychographics - pain points and common goals○ Demographics - location(s), generation, etc.

BUYER PERSONAS



TAKING YOUR MESSAGE TO MARKET


BEST PRACTICES WEAVE IT INTO EVERYTHING YOU’RE ALREADY DOINGTake a look at all of your marketing campaigns and consider if they would be appropriate for social media. Make it part of the process!Use an Editoiral Calendar to map out campaigns.

USE VETTED TOOLS FOR BETTER EFFICIENCYHootsuite is free.Hubspot has a great social media distribution tool.Answerthepublic.com is great for content ideas/blog titles and SEO.

BE A GREAT LISTENEREstablish social listening channels on a free tool (like Hootsuite) - use these for nurturing prospects and need to close deals in sales.Listen in to local media and industry publication channels on new developments.

BE A GREAT STORY TELLERThrough our exercise in establishing buyer personas, craft compelling messaging that addresses pain points or new developments in their world. Tell the story before the media covers it.



QUESTIONS?

kbrown@mindgrub,com

https://www.facebook.com/mindgrub/

https://twitter.com/mindgrub

https://www.linkedin.com/company/mindgrub

www.mindgrub.com


https://www.facebook.com/mindgrub/

https://twitter.com/mindgrub




THANK YOU!
