Connect Startup Toolbox: Social Media Marketing by Alyssa Gregory

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1 Connect Startup Toolbox: Social Media Marketing by Alyssa Gregory Social media has given small business owners a quick, accessible and low-cost way to promote their businesses online. In fact, time is the most significant cost when it comes to social media, which is why it s an attractive marketing tool for most small business owners. You have probably heard that you need to create a presence on the big social networks and post regularly to be successful in social media. While that may be true, you don t need to (and shouldn t) jump onto every network at once, and certainly not without creating a plan and doing your research. This toolbox will provide an overview of the top social media sites, tips for getting started, a look at the importance of a small business blog, and help planning your social media activity. Choosing the right social network for your business The first step in choosing the right social network is identifying your social media marketing goals so you know what you want to achieve through your social activity. Then, it's time to select the right platform that will help you accomplish your goals. Here is a brief overview of the top five social media sites so you can identify the right network for your business. Facebook With more than 900 million monthly active users, Facebook is one of the best choices when it comes to social channels. If you are a consumer-focused business, odds are very high that at least a segment of your target audience is using Facebook. And even if you're a businessto-business company, you may be surprised how easy it is to find leads and reach decision makers at businesses in your target demographic. Because of the reach and targeting potential, most businesses can benefit from having a presence on Facebook. Facebook pages are what you want to focus on when it comes to business. You can customize your page for your brand and post updates, photos, videos, and more to engage your audience. Facebook Ads also provide a unique opportunity for business owners to reach users based on various demographic factors. 1 Connect Startup Toolbox: Marketing Planning

2 Twitter Twitter is a micro-blogging platform with an estimated 500 million users. Twitter users post updates, called Tweets, that are a maximum of 140 characters, sharing links, news, photos, and other content. Twitter allows businesses to find and connect with their target audience in real time, sharing information about products and services, conducting customer service activity, and collecting insights about their industry from other users. Twitter is best for businesses that have a lot of content, tips, news, and other useful information to share on a consistent basis. Google+ Google+ is Google's social network that launched in 2011 and already boasts 250 million users. Google+ users can share updates, links, photos, and videos with their followers or segments of followers. Google+ may play a role in how Google decides to rank your website on their search engine, making it a smart choice for business owners who rely on search engine optimization for website traffic and lead generation. Pinterest Pinterest is a virtual pinboard that launched in 2011 and already has more than 1.3 million users. Pinterest lets users upload, save, sort, and manage images, known as pins, through collections known as pinboards. Pinterest provides a lot of opportunity when it comes to small business marketing. It s a great option for businesses that have visual elements such as product images, retail location photos, company videos, and other visually rich, sharable content. LinkedIn Although not typically thought of as a social network, LinkedIn is the largest online network created for professionals, business owners included. There are more than 225 million registered users, making LinkedIn a great place to get your business name out there. Not only can you benefit from having a personal profile that highlights your experience, but LinkedIn company pages are also a great way to promote your business online. While you may certainly decide to build a presence on more than one social network, starting with the network that is the best fit for your company can set the foundation for successful social media marketing for your business. Getting started with social media If you have not yet dabbled in social media, you might be overwhelmed, intimidated or confused about where to start. Here are some tips to help you navigate the social media waters in a manageable and effective way U.S. Bank. ALL RIGHTS RESERVED. 2 Connect Startup Toolbox: Social Media Marketing

3 Pick one platform Most small businesses that are active in social media participate on more than one site, but trying to do too much too fast can not only be overwhelming but it can also prevent you from learning how to effectively use each site. Choose one site to start with and focus your attention there first before moving onto others. Identify your goals Once you know how much time you will be spending on social media sites, you will need to make sure you are clear on your goals. What do you want to accomplish with social media? Are you interested in generating leads, finding colleagues to collaborate with, or establishing yourself as an expert in your industry? Clarify your goals and objectives, and then plan progress checks once you get started so you can make sure you're on the right track. Outline your approach There are hundreds of different ways to use social media sites for business, and one way is not necessarily better than another. The key is understanding what your intended approach is before you start. Will you be a communicator, provide an industry-related news feed, or present a mix of business and personal information? Outline your intended approach and work it into your goals as you get started. Create consistent profiles Each of your social media accounts will include some kind of profile. Profile fields may include a bio, websites, blogs, location and a headshot. Be sure to completely fill out your profile on any social media sites you use. Not only should you complete your profiles, but it's also a good idea to keep your information as consistent as possible across all of your social media sites. This will aid in recognition, broader reach, and ongoing communication with the same contacts on multiple sites. Be an observer Sometimes, the best way to get started on a new social media site is by signing up and then watching the pros. Each social media site has a very unique set of nuances, and it can be a smart move to spend some time observing and learning the ins and outs before deciding how you will promote your business. Use a social dashboard One of the biggest challenges with social media is time management. Social media dashboards, such as HootSuite, TweetDeck or Social Oomph, can help you manage your social media time more effectively. These tools allow you to set up alerts and notifications, create groups, skim activity quickly, and schedule updates so you can automate some of the social media process. While you won't want to over-automate, social media dashboards can make the process of using social media for business smooth and efficient U.S. Bank. ALL RIGHTS RESERVED. 3 Connect Startup Toolbox: Social Media Marketing

4 If you are new to using social media for business, start slow and stay true to your business goals, and you will be off to a successful social media start. How a blog can help you in social media Blogging has become a common way to market your business online, but there are still many small businesses that are hesitant to make the jump and start a business blog. But starting a business blog doesn't have to be an intimidating or overwhelming experience. Once you get started, the benefits of a business blog can make the effort worthwhile. Create ready-to-share content One of the most common types of activity on a social platform is sharing content. You can share content from any source (as long as you name the source), but it s always best to share your own content that directs people to your website or blog. This is why a having a blog is an integral part of social media. Become an industry expert Your blog posts can demonstrate your expertise in a particular subject area by sharing highquality and relevant information with your readers. Over time, you can become known as a go-to resource that provides consistent and useful information to help your readers learn about new tools and resources, solve tough challenges and advance their own businesses. Build a community One of the best parts of a successful business blog is the communication, collaboration and sharing that can take place in the comments. Facilitating an active comments area on your blog by posting and responding to comments can help you create a community with shared interests, and learn a great deal about your audience in the process. These are just a few of the ways a business blog can add to your social media activity. Although creating a successful business blog takes time, dedication and patience, once you get started, you'll be on your way to realizing these plus many more benefits. Getting started with a social media planner Now that you see the differences between the top social platforms and are armed with information to help you get started, it s time to identify your social media goals and create a plan to help you reach those goals. The social media planner worksheet included with this toolbox will help you hit the ground running with your social media activity U.S. Bank. ALL RIGHTS RESERVED. 4 Connect Startup Toolbox: Social Media Marketing

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