Social Media and Marketing for your Small Business

Transcription

1 Contra Costa SBDC Social Media and Marketing for your Small Business

2 Who is the SBDC? Through world class, transformative business counseling and training, we assists entrepreneurs with solutions for more profitable business management to thrive in today s global market We enable California entrepreneurs to realize their dreams of business success We stimulate sustainable economic prosperity throughout coastal Northern California and the greater San Francisco Bay area. Social Media 2

3 SBDCs across the US 1000 SBDCs provide education to meet small business needs, through individual counseling, training and research assistance. Frequently based in universities, colleges and economic development agencies. Social Media 3

4 Economic Impact SBDCs are required to track and measure results o New Business Starts o Jobs Created o Jobs Retained o Increases in Sales o New Loans Secured o New Equity Capital Secured Social Media 4

5 Social Media 5

6 COMPARATIVE RESULTS CA SBDC CLIENTS vs. AVERAGE FIRMS IN STATE 2009/ /2010 SALES INCREASES HIRING INCREASES % + 3.5% California SBDC clients experienced 15.9% sales increases in 09/10 compared to 3.5% increases for all firms in the state - a sales increase 350% higher than the average California firm % -1.4% California SBDC clients hired 7.7% more employees in 09/10 compared to an average loss of 1.4% of an employer s workforce for all of California s small firms. 0 CA SBDC CLIENTS SALES INCREASE AVERAGE FIRMS IN STATE CA SBDC CLIENTS HIRING INCREASE AVERAGE FIRMS IN STATE Social Media 6

7 Consulting Services YTD: Over 4,000 hours with 780 businesses Experienced, independent consultants Generalists & specialists o Business planning o Market research, marketing, sales o Loan assistance/financial management o Human Resources o Procurement/minority certification o Technology o Restaurants, retailers & online businesses o International trade Social Media 7

8 Types of Clients Full spectrum: services & products Business-ready entrepreneurs and existing business owners Expansion, survival, restructure Inventors, engineers, scientists, artists, retailers, contractors Home-based businesses Online businesses Social Media 8

9 The Process For consulting services go to: o Click Sign Up For Service Link and complete the online form: o Business Advisor assigned or referral made o Quality, one-to-one confidential consultation o Action plan and scope of work o On-going relationship o Follow-up: milestone reporting & success stories Social Media 9

10 Seminars Access to Capital Starting a Business Marketing for the Holidays Marketing for Artists Basic Bookkeeping & QuickBooks Social Media Building An Effective Web Presence And more Register at Social Media 10

11 Stay in Touch Go to for a full calendar & sign-up for notification Social Media 11

12 9 Key Areas of the Social Media Ecosystem Social Media 12 Copyright Piedmont Avenue Consulting. All Rights Reserved.

13 David Mitroff, Ph.D. Founder, Chief Consultant Piedmont Avenue Consulting facebook: FB.com/PiedmontAve twitter: Twitter.com/DavidMitroff events: PiedmontAveEvents.org WalnutCreekEvents.org EastBayEntrepreneur.com Social Media 13 Copyright Piedmont Avenue Consulting. All Rights Reserved.

14 Piedmont Avenue Consulting - Key Objectives Approach Create brand awareness Strengthen customer loyalty Generate new opportunities

15 Marketing Overview Social Media 15 Copyright Piedmont Avenue Consulting. All Rights Reserved.

16 9 Key Areas Social Media Ecosystem 1. Website & Blog 2. Online Directories 3. Review Sites 4. Social Networks 5. Micro Blogging 6. Rich Media 7. Mobile Apps 8. Industry Specific 9. Event Promotion Social Media 16 Copyright Piedmont Avenue Consulting. All Rights Reserved.

17 1. Website & Blog Google Ranking, Alexa Page Ranking, SEO/CRO, Blogger, TypePad, Wordpress Control the content A chance to tell your story Define a clear message. What do you offer? Create a medium for contact. Invite feedback, questions Provide links to other pages. Share your FB, Twitter Update your content. Theme and info Social Media 17 Copyright Piedmont Avenue Consulting. All Rights Reserved.

18 2. Online Directories Google Local/Maps, Yahoo Local, Yellow Pages, CitySearch, Chambers Search yourself. The power of Google! Look for similar businesses. If you re not listed, someone else is! Display correct contact info. Location, phone #, hours, directions MUST be correct. Take a photo. If they know what to look for, they ll find it Social Media 18 Copyright Piedmont Avenue Consulting. All Rights Reserved.

19 3. Review Sites Yelp, Zagat, Chow, Lawyers.com Rely on word of mouth. People trust personal accounts more than ads. Offer additional information. Yelp is a mobile tour guide. Respond to reviews. Thank those who provide feedback. Learn from your reviews. Don t make the same mistake twice! Social Media 19 Copyright Piedmont Avenue Consulting. All Rights Reserved.

20 4. Social Networks Facebook, Linkedin Communicate with clients. Be involved with the conversation Connect. Associate your business with related pages and people Establish a following. Invite past clients/ customers to view your page Social Media 20 Copyright Piedmont Avenue Consulting. All Rights Reserved.

21 5. Micro Blogging Twitter, Friendfeed Interact with daily events. How can you relate to what s happening? Remind everyone about events. Update information leading up to the event. Invite new customers. Friend of a friend of a friend Social Media 21 Copyright Piedmont Avenue Consulting. All Rights Reserved.

22 6. Rich Media Youtube Videos, itunes Audio PodCast, Flickr Pictures Appeal to the senses. The eyes are drawn to an image/video first! Attract new customers. If the website quality is great, then people assume the business quality is great, as well. Entertain your audience. Get creative with images and video. Social Media 22 Copyright Piedmont Avenue Consulting. All Rights Reserved.

23 7. Mobile Apps FourSquare, Urbanspoon, Yelp, iphone, SMS Text Stay in contact. People are ALWAYS on their smartphones. Solidify your relationship. Make the client feel special for receiving extra attention. Go the extra mile. This shows that you re following through. It's easy to join our mailing list! Just send your address by text message: Text DAVID to to get started. Social Media 23 Message and data rates may apply. Copyright Piedmont Avenue Consulting. All Rights Reserved.

24 Network within the group. Get the scoop on what s the latest and greatest. Surround yourself with that you want to become. Hang out with likeminded businesses. Help those who help you. You ll never know when you ll need something. 8. Industry Specific East Bay Express, San Francisco Chronicle, DiabloMag.com Social Media 24 Copyright Piedmont Avenue Consulting. All Rights Reserved.

25 9. Event Promotion Meetup, Zvents, Constant Contact Events, PlanCast Promote what you ve got. An event can attract more business. Collaborate with others. Get other businesses involved. Feature your calendar. The internet is a great way to publicize! Social Media 25 Copyright Piedmont Avenue Consulting. All Rights Reserved.

26 9 Key Areas Social Media Ecosystem 1. Website & Blog 2. Online Directories 3. Review Sites 4. Social Networks 5. Micro Blogging 6. Rich Media 7. Mobile Apps 8. Industry Specific 9. Event Promotion Social Media 26 Copyright Piedmont Avenue Consulting. All Rights Reserved.

27 Request your complimentary customized report at Social Media 27 Copyright Piedmont Avenue Consulting. All Rights Reserved.

28 Master Your Marke,ng with Online Tools Easily generate content ideas Monitor and maximize social media Share your message with a wide audience Organize and archive your efforts Social Media 28 Copyright Custom Living Solutions. All Rights Reserved.

29 How do you generate content ideas? Social Media 29 Copyright Custom Living Solutions. All Rights Reserved.

30 Google Alerts Social Media 30 Copyright Custom Living Solutions. All Rights Reserved.

31 Google Alerts - Monitor what s important Social Media 31 Copyright Custom Living Solutions. All Rights Reserved.

32 Google Alerts - Receive your alerts via Social Media 32 Copyright Custom Living Solutions. All Rights Reserved.

33 Google Alerts Generate content ideas automatically! Follow topics of interest to your community Quickly find content ideas that you can share or riff on See who is talking about you and your company Cost: Free Social Media 33 Copyright Custom Living Solutions. All Rights Reserved.

34 Popular Tools Used To Monitor and Manage your Time Popular time management and monitoring tools include: Google Alerts HootSuite TweetDeck RSS NutshellMail

35 How do you manage and report on social media? Social Media 35 Copyright Custom Living Solutions. All Rights Reserved.

36 Use NutshellMail to Engage, on Your Time Track your Page Insights Sign up for a Free NutshellMail Account. Read Fan comments Reply from your Inbox

37 Monitor: Choose Days/Time to Receive Northern California Network

38 Sprout Social Your social media at a glance Social Media 38 Copyright Custom Living Solutions. All Rights Reserved.

39 Sprout Social Unified inbox Social Media 39 Copyright Custom Living Solutions. All Rights Reserved.

40 Sprout Social Useful (and pretty!) reports Social Media 40 Copyright Custom Living Solutions. All Rights Reserved.

41 Sprout Social Sidestep the social media time suck Pre-schedule all your posts for a month Track and reply to all comments from one spot Easily create reports on your social media activity and results Cost: $39/mo Social Media 41 Copyright Custom Living Solutions. All Rights Reserved.

42 What if you want to send a newsletter? Social Media 42 Copyright Custom Living Solutions. All Rights Reserved.

43 why ? because people read it: 95% of Internet users between the ages of 18 and 64 send or read 235 million people across the country use , most use it every day 43

44 why ? it s cost-effective: Direct Mail vs. for the same response, direct mail costs 20 TIMES as much as ROI: $44.05 returned for every $1 spent 44

45 core elements delivering professional communications to an interested audience containing information the recipient finds valuable. 45

46 how easy is it? 46

47 pick a template 47

48 Music Lounge newsletter template 48

49 change the images 49

50 change the background 50

51 Northern California Network replicate your branding web 51

52 Northern California Network replicate your branding web 52

53 replicate your branding 53

54 replicate your branding 54

55 Northern California Network replicate your branding 55

56 replicate your branding 56

57 replicate your branding 57

58 what is marketing? 58

59 service vs. Outlook 59 standard programs (e.g. Outlook, Hotmail) Limited # of s sent at one time No formatting control List break up more susceptible to filters No cohesive branding No tracking and reporting of results

60 service vs. Outlook marketing services automate best practices Provide easy-to-use templates Reinforce brand identity addressed to recipient only Manage lists adding new subscribers, handling bounce-backs, removing unsubscribes Ensure delivery, tracks results and obeys the law 60

61 Incoming or Outgoing Calls Events and Meetings making the connection Signature Place of Business Guest Book Online Presence Guests 57% of consumers will fill out a card to receive alerts when asked to by a clerk at a local small business. customer + prospect database 61 Transact Media Group

62 list-building tools 62

63 forward to a friend 63

64 be a trusted sender remind recipients why they are receiving an from you at the beginning of each message include unsubscribe or one-click opt-out line immediately handle unsubscribes (CAN-SPAM Act) monitor your frequency 64

65 a winning strategy includes: setting objectives collecting contact information determining message format creating a schedule building professional communications analyzing results 65

66 frequency + delivery how often to send create a master schedule include frequency in online sign-up Monthly Newsletter coordinate timing for maximum impact announcements / event invitations (as needed) when to send when is your audience most likely to read it? day of week (Tuesday & Wednesday) time of day (10 am to 3 pm) test, test, test 66 maximum impact with minimum intrusion

67 frequency by list 67

68 content by list 68

69 perception: inbox vs. website 69

70 The From line Use a name the recipient will recognize getting opened Include your company name or brand The clearer the better The shorter the better Be consistent 60% of consumers say the "from" line most often determines whether they open an or delete it. Source: DoubleClick 70

71 The Subject line Keep it short and simple getting opened You have 3 seconds or less characters including spaces Incorporate a specific benefit Capitalize and punctuate carefully 30% of consumers say the subject" line most often determines whether they open an or delete it. Source: DoubleClick 71 Jill s Spa Sumatra Coffee Shop Financial Planner Inc John Smith Sales Leader Jill s Spa: 5 openings this Sat Save 20% Our Brazilian Dark Roast That You Don t Want... 2 tips for getting audited by the IRS Special Offer for You Cold Calling Secrets that Really Wok

72 what gets tracked? blocking (81% delivered CC 98%) Lots of Things ü Number Sent ü Bounced Messages ü Delivery Rate ü Opens ü Clicks ü Forwards ü Unsubscribes ü Spam Complaints aol msn yahoo att 72

73 what does it mean? what influences the open rate? from / Subject line delivery day / time list overuse, age, or quality device people are using images disabled watch your trends over time 73

74 what s an open? Open tracking indicates level of interaction, not delivery An image imbedded in the was enabled by the recipient A link with imbedded tracking code was clicked 74

75 the power of marketing The Nudge Effect 31% of those who didn t open the (above baseline) made a purchase 75

76 what does it mean? Why did people click through? Call-to-action Copy Offer What were they interested in? 76

77 Social Features to Expand Your Reach Social Share Bar Simple Share Insert Video Insert Blog 77

78 Marketing Delivers Value from Constant Contact 78

79 what next? just getting started? Start building your list Learn how to create a campaign been doing it a while? Is your subject line inviting? Does your content leave your readers wanting more? Attend a webinar on content creation think you re an expert? Test multiple subject lines, days of the week, time of day. Check out the CC community to share ideas with other experts. 79

80 Pricing Makes It Easy To Start 80

81 How can you track and store what you ve created? Social Media 81 Copyright Custom Living Solutions. All Rights Reserved.

82 IFTTT (If This, Then That) Social Media 82 Copyright Custom Living Solutions. All Rights Reserved.

83 IFTTT - Choose your trigger Social Media 83 Copyright Custom Living Solutions. All Rights Reserved.

84 IFTTT - Choose the destination Social Media 84 Copyright Custom Living Solutions. All Rights Reserved.

85 IFTTT (If This, Then That) Connect the dots and automatically store your content Integrates with many other tools and services Lets you automatically capture anything you post and store it where you select Create archives for your blog, posts, and more Cost: Free Social Media 85 Copyright Custom Living Solutions. All Rights Reserved.

86 How do you keep track of your content? Social Media 86 Copyright Custom Living Solutions. All Rights Reserved.

87 Evernote How it works Capture Find Sync Social Media 87 Copyright Custom Living Solutions. All Rights Reserved.

88 Evernote Capture anything You can: Scan Web capture Take photos Record your voice Drag in docs Type in notes Social Media 88 Copyright Custom Living Solutions. All Rights Reserved.

89 Social Media 89 Copyright Custom Living Solutions. All Rights Reserved. Northern California Network Evernote Store your marketing-related materials Blog drafts ebook research PDF downloads Ideas/Swipe

90 Evernote Find anything, right when you need it Powerful search: OCR search Any text Search within notebooks Tag and organize Social Media 90 Copyright Custom Living Solutions. All Rights Reserved.

91 Northern California Network Evernote A spot for your someday stuff Social Media Copyright Custom Living Solutions. All Rights Reserved. 91

92 Evernote Remember everything and get rid of the paper clutter Capture all the miscellaneous bits of information you don t want to forget Archive all your marketing efforts Easily find your stuff with powerful search Organize your way (or don t organize at all!) Cost: Free; $5/mo (1 gigabyte upload) Social Media 92 Copyright Custom Living Solutions. All Rights Reserved.

93 Northern California Network Get started on with online marketing tools Get clear on goals Select a tool that solves a problem you re having Read up on the privacy and security policies Start with entering just some of your data Gain skill and mastery with your selected tool before you add another Social Media Copyright Custom Living Solutions. All Rights Reserved. 93

94 David Mitroff, Ph.D. Founder, Chief Consultant Piedmont Avenue Consulting facebook: FB.com/PiedmontAve twitter: Twitter.com/DavidMitroff events: PiedmontAveEvents.org WalnutCreekEvents.org EastBayEntrepreneur.com 94