John Biancamano Inbound Digital LLC InboundDigital.net

Transcription

1 John Biancamano Inbound Digital LLC InboundDigital.net

2 About Me President of Inbound Digital, LLC digital marketing services and training; website/social media strategy; website design. Senior management positions in marketing, sales, and product development with technology companies for 25+ years. Worked in digital marketing, web development, search optimization, and content creation for 15+ years. Small business mentor and Chapter Chairman with Princeton SCORE.

3 Takeaway #1

4 Social Media Marketing is more about Marketing than it is about Social Media!

5 What is Marketing (Promotion)? Communicating the value of a product or brand for the purpose of building awareness and generating leads. Marketing Promotion supports the sales effort. the purpose is to increase sales.

6 The Marketing Process Understand your market (e.g., size, growth, trends, customers, competitors, pricing, sales channels, etc.) Setting goals/objectives for your product(s). Develop strategies to reach your goals. Develop tactics to implement your strategy. Monitor performance and make adjustments!

7 What Trends are Driving the Way We Do Business? Inbound Digital LLC

8 93% of business purchases start with an online search. 67% of the buyer s journey is complete before they contact sales. 72% of buyers start their research with Google.

9 Trends Driving Change The Internet has made information easily accessible and available 24 x 7. People are empowered with more information: Reviews, recommendations, pricing, Inbound Digital

10 Trends Driving Change Marketing is a now a Two-way Conversation Companies are no longer in control of their message. Customers comment on the message, they critique it, 'Like' it, and discuss it with their peers. Control has Shifted to the Customer. Inbound Digital

11 You can sit back and listen to what others say about you, or You can actively participate in the conversation to educate customers and support your brand! Inbound Digital

12 The Traditional Marketing Funnel

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15 Traditional (Outbound) Marketing Interruption marketing Communication is one way. Messages are pushed out through various channels, hoping that the right message reaches its target. Advertising, cold calling, direct mail, telemarketing, Expensive higher cost/lead. More difficult to measure ROI. Messages are being tune out!

16 Inbound Marketing Focuses on getting found by customers Communication is two way. Provide information to prospects where and when they want to consume it. Content, SEO, PPC, social media, mobile, Lower cost/lead than outbound.

17 Inbound Marketing Easier and less costly to measure performance and make adjustments. Marketers provide value: education and entertainment engage to build long-term relationships Customers are earned.

18 Online Marketing Channels Your Website Hub of All Online Marketing Content, Calls to Action, Search Engine Rankings / SEO PPC / Online Ads Campaigns Mobile Directory Listings Social Media Content

19 Website Best Practices Inbound Digital LLC

20 Why is Your Website So Important? Customers Expect One! A professional website gives your business credibility. More people are searching for products online. Demonstrate your industry knowledge. Establish your leadership position. Position your company as a trusted supplier.

21 Website Content

22 Website Content Your Web Content Must Tell A Consistent Story. Keywords are important, but no longer enough. It s Not Enough Just to Publish Your Website. Need to let potential customers know about it.

23 Promote Website Content Promote your content through and social media for free. Use paid search (PPC), sponsored posts, and paid advertising for faster results.

24 Calls to Action (CTAs) Add Effective Calls to Action to Increase Conversions. A call-to-action is an image or text that prompts website visitors to take a desired action (conversion).

25 Social Media Add Social Media Buttons with Links to your Social Media Sites so Visitors Can Connect with You. Add Social Media Share Buttons for Visitors to Like and Share your Content.

26 Social Media Strategy Inbound Digital LLC

27 Takeaway #2

28 Everything you do online must support your Business Goals!

29 What Not To Do!

30 Social Media Marketers often make the mistake of diving into social media without a clear plan. At best, this is a waste of time and at worst, it can lead to a PR disaster. To benefit from social media, you need to build a clear strategy that takes into account what you re trying to achieve.

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32 Set Your Goals Who do you want engage with? What type of content will you post? How often will you post? Be aware of how to use the different social media channels. What do you want to happen as a result of your posts?

33 Examples of Social Media Objectives Increase brand and product awareness Generate sales leads Increase website traffic Improve customer loyalty Learn more about customers and their opinions Create relationships with bloggers and influencers

34 Social Media Wish List: Marketing for little-to-no money. Spend less time marketing with a higher ROI. Establish yourself as a leader. Establish yourself as a trusted supplier. Drive traffic to your website and/or retail store.

35 Evaluate Your Resources What resources do you currently have to devote to social media recruiting? Personnel Time Content Development Set goals and priorities, and monitor performance, to stay on track and avoid wasting time. Inbound Digital

36 For most of the people online Social Media is about ME! How can you help ME?

37 Social Media should be about: How can I help YOU? Provide Value: Share Information (quality over quantity), Answer Questions, Give Constructive Feedback, Engage with Followers, Establish Trust, Build Relationships! 80/20 Rule of Engagement

38 Which Social Media Platform is Best? You can t be on every social media platform! Determine which SM Platform is MOST relevant to your business. What is your product? Where are your customers? Where are you competitors? Experiment, Measure, and Adjust. Social media takes time to produce results. Be Consistent and Stick With It.

39 Social Media KPIs

40 Social Media KPIs

41 Social Media KPIs

42 Listening on Social Media Listening on social media can be used for: Spotting opportunities. Watching for negative comments. Monitoring the competition. Establish a process for responding. To ensure that you are listening for the right things: Identify keywords to monitor. Identify platforms which you need to monitor. Inbound Digital

43 Managing Comments Overall, comments are generally good as they show engagement. Consistency - Always respond to comments, whether positive or negative. Respond quickly. Perspective - If a comment is negative, try to understand it from the commenter s point of view. If a comment is unrelated or inappropriate, remove it. Don t argue with followers. Own the problem - and fix it! Use valid negative comments to improve your business. Inbound Digital

44 Management Tools - Hootsuite

45 Community Growth Create a reason for people to follow you by being relevant and interesting! Who do you want to follow you? Influencers, Prospects, Clients, Customers, Internal Stakeholders What is your target audience interested in? What type of content or links do they share? Who else are they following? What do they talk about?

46 Obstacles to Social Media Marketing Lack of time to learn how to use the platform. How to stand out in a crowded social media space?

47 Social Media Platforms Inbound Digital LLC

48 B2C Social Media Platform Usage* * Content Marketing Institute 2016 B2C Benchmarks

49 B2B Social Media Platform Usage* * Content Marketing Institute 2016 B2B Benchmarks

50 Inbound Digital

51 LinkedIn Demographics > 400M total users. Only 100M active monthly users. 25% of adult internet users. 22% of entire adult population. Largest network for business professionals. Highest household income (>100K). Best platform for detailed searches. Largest user segment are recruiters. Increasing use for B2B social selling.

52 Largest social network for business professionals. Opportunities to: Build relationships with other business professionals, Build credibility and online authority, Demonstrate industry expertise, Find new clients and business partners, get sales leads, Strong influence in Google search results. More relevant for B2B businesses. More business-like than other platforms.

53 LinkedIn Profile

54 Profile of a Sales Professional

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60 Oracle Company Page

61 Oracle Showcase Page

62 LinkedIn Groups Build Awareness! Promote discussions about industry news and events. Demonstrate your value to the group as an industry leader. Demonstrate your ability to solve problems. Demonstrate you industry expertise.

63 Inbound Digital

64 Facebook Demographics > 1.65B active monthly users. 54% access only on mobile. 72% of adult internet users. 62% of entire adult population. 65 and older expected to have the largest share increase in expected to have the largest share decrease in still hold the largest share (20.5%); remaining constant. Evolved into a paid search platform.

65 Largest social network in the world. Used by entrepreneurs and small businesses. Very good for making local connections. Facebook is evolving into a paid search platform. Organic reach of overly promotional posts is decreasing. Paid advertising is cost effective. Trend of younger people moving to other platforms.

66 Create a Business Page: With a Business Page, you get: Analytics Advertising options: Ads and Boosted Posts Add profile picture and cover photo. Keep content light, relevant, and personable. Add description in About page. Add content if you are just starting. To get the most from your Business Page, you need to manage it from your Personal Profile.

67 Post regularly with interesting and engaging content that your followers will find helpful (80/20). Test and experiment. Understand your audience. Boost posts and promote pages for larger, targeted reach.

68 Use graphics and video for better engagement. Monitor engagement to see what works. Engagement is key to a larger audience reach. Automate posting (with FB Scheduler), but monitor page often to respond to questions and comments and keep the conversation going.

69 EdgeRank Algorithm: More engagements (Likes, comments, shares) = More fans will see your content. Focusing on Facebook Live! More video-centric! Live videos will get more reach.

70 Inbound Digital

71 Twitter Demographics 310M monthly active users; remaining constant. 23% of adult internet users. 20% of entire adult population hold the largest share (22.6%) Popular with college graduates and urbanites. 'Pokémon GO' is about to surpass twitter in active daily users on Android (Forbes, 7/10/16).

72 Communicate (tweet) with people that have similar interests. It s simple - Tweets are 140 characters long. It s relevant: Influential people use it. Business leaders use it. It provides information on specific topics in one place. (No longer need to search for content.) Tweets are now searchable by Google, as well as by Bing and Yahoo.

73 Mini Blog: demonstrate you expertise, share your content to build awareness/generate leads. (the 80/20 rule still applies) # s allow for greater reach beyond followers. Use # s to keep up with news and trends. Connect and engage with influencers. Customer Service channel connect directly with customers. Monitor information from and about competitors.

74 Inbound Digital

75 Most popular video social media site. The second largest search engine after Google. Also owned by Google. For boosting your SEO rankings, videos are over 50 times more likely to appear on the first page of SERPs. Very competitive need videos with great value for engagement, sharing, and viewer enjoyment. Optimize video content to reach the widest audience.

76 Optimized video content. Add metadata to help YouTube index your content. Write optimized titles, tags and descriptions for your content. Create high-quality thumbnails for your videos. Use annotations on your videos to increase viewership, engagement, and subscribers. Ad closed caption files. Create a channel organize content in a branded channel.

77 Inbound Digital

78 Pinterest Demographics 176M registered users % are women. 100M monthly active users. Over 90% are women. 31% of adult internet users. 26% of entire adult population. 96% of Pinterest users go to the site to research products before buying (Shopify, May 2016).

79 Sharing images and videos with direct links back to your website and videos. Direct engagement with others that have similar interests. Fastest growing social network in 2014, growing by 97 percent! Strong influence in Google search results. Pins last hundreds of times longer than Facebook posts. #2 social media source for driving ecommerce traffic.

80 Inbound Digital

81 Instagram Demographics 320M monthly active users. 28% of adult internet users. 24% of entire adult population. Popular with young adults: have 60% share (36M users). 12M users under 17 yrs. old. Seniors have less than 1% share.

82 Photo-sharing (and short videos) platform. Works best with mobile devices since photos can be easily uploaded with mobile apps. Products, staff events, short videos. Humanize your biz. Most popular with young people (moving from Facebook). Can increase reach with hashtags. Majority of users are young females.

83 Local Search and Review Sites Yelp, YP, Google, Yahoo, Foursquare, etc. Ensure information about your business is accurate and consistent across all platforms. Encourage reviews to add credibility to your business. Monitor comments and reviews - quickly and professionally respond to negative comments. Monitor performance and make adjustments as needed.

84 How Do I Share? Timing When to communicate? Good Content + Poor Timing = No Engagement Consistency How often do I communicate? Provide Value - Don t Sell. Share Original Content + curated content. Use Text, Images, and Videos. Engage/Interact with Followers. Be Positive. Be Yourself.

85 Social Media Advertising Inbound Digital LLC

86 B2C Paid Advertising Usage* * Content Marketing Institute 2016 B2C Benchmarks

87 B2B Paid Advertising Usage* * Content Marketing Institute 2016 B2B Benchmarks

88 Paid Ads and Sponsored Posts

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92 Social Media Content Inbound Digital LLC

93 Content Strategy When developing a content strategy, chose quality over quantity. Create content to educate buyers at different points in the buying cycle and at different levels of awareness. Nurture leads with different content to stay engaged with them throughout the buying cycle Position your company as a trusted source when they are ready to buy.

94 Content Tips and Ideas Understand your target audience and address the challenges they face. Solve customer problems don t focus on product specs. Keep content fresh, and reuse relevant existing content. Original content has the biggest impact, but it takes time and talent. Curate relevant industry-related content for social media posts.

95 Effective Content Content needs to be valuable and relevant to your clients. It should set your brand up as an expert resource for them to turn to. It should not be selling anything! It should touch all other aspects of your marketing strategy, from social media to blog posts to and promotions.

96 Content Calendar

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98 B2C vs. B2B Content B2C Purchasing is based on emotion, status, and brand appeal. Branded and sponsored content can positively affect brand perception. B2B Purchasing decisions are grounded in reason. Heavy focus on education and industry knowledge.

99 Content Mix 80/20 Rule 50% curated content 20% promotional content 30% original content

100 Content Curation Tools

101 Content Curation Tools

102 Graphics Content Creation

103 Social Media Marketing Analytics Inbound Digital LLC

104 Why Use Analytics? Measure results to see the effectiveness of your social media marketing programs: to identify what works, to help you make better decisions, and to focus more of your investment in the most productive areas. Monitor on-going performance, make changes, as needed, until you ve achieved your goals. Am I getting the behavior I want (conversions)?

105 Social Media Metrics Social Media Website analytics measure: Social engagement (clicks, Likes, follows, comments, shares, etc.) Impressions (reach) how many people see your promotion. Your influence within your industry. They don t measure the effects of social media interactions with your website. Your Website is the Hub of All Your Online Activities!

106 Facebook Insights

107 Twitter Analytics

108 Website Metrics Use Google Analytics or a similar tool to monitor and measure the effect that social media engagement has on your website traffic. Website Traffic to look at: Who is visiting your website: new vs. repeat. How are they finding you: search, ads, social media, What are visitors doing when they get to you site.

109 Who How What

110 Social Media Analytics Website Analytics?

111 Build Tracking URL Search Google for URL Builder Select the top result, which will be the Google URL Builder Inbound

112 Build Tracking URL Add Tracking (URL) Links to Social Media Posts and Messages. Start with Google URL Builder: Enter in the campaign information: Website URL Campaign Source Campaign Medium Campaign Name Click on Generate URL Inbound

113 Tracking URL Example Google URL Builder will create a tracking URL digital-marketing-technology-companies Use a URL Shortener (e.g. bit.ly) to reduce the size of the URL: Use shortened URL link in your post: Inbound Monitor results in Google Analytics - Campaigns.

114 Campaigns:

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117 Social Media Summary Inbound Digital LLC

118 Social Media Marketing Social Media Marketing can be overwhelming! Things can change quickly, there are many options, and how do you know if you are doing the right thing. Have a Social Media (posting) calendar where, what, when Simplify if you are confused or overwhelmed, you may have too much going on. Monitor Social Media engagement which posts/platforms are getting comments, being shared, etc. to know what s working. Focus on one or two platforms.

119 Social Media Marketing Summary Social Media takes time and commitment: Experiment, Measure, and Adjust. Be Consistent and Stick With What Works. Create content to educate your target audience. Add value before you sell! Use social media to get feedback from customers. Use social media to keep tabs on competitors.

120 Social Media Marketing Summary Have a Social Media Plan: Set Goals based on Core Strengths and Customer Needs! Define Target Audience Identify the Best SM Platform for Your Business Social Media Marketing Goals: Convert Strangers into Followers! Convert Followers into Leads! Convert Leads into Customers!

121 Takeaway #3

122 Do It Wrong Quickly!

123 Do It Wrong Quickly! Experiment to learn what works Monitor Performance Make Adjustments until you get your desired behavior (conversions). Don t forget to Add Value to the relationship!

124 Thank You! Any Questions?