Social Media for Business - Primer. Becky Livingston President & CEO Penheel Marke:ng April 2014

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1 Social Media for Business - Primer Becky Livingston President & CEO Penheel Marke:ng April 2014

2 Becky Livingston ü Speaker ü Author ü Educator ü Social Media & Digital Marke:ng Consultant ü 25 years marke:ng and technology experience ü 35+ small business clients 2014 Penheel Marke:ng

3 Agenda Before you begin Buyer Persona Compe::ve Research Profile Development Marke:ng Plan GeOng Started Management Tips Pos:ng Checklist

4 Before You Begin 1. Create your buyer persona to iden:fy your ideal client. 2. Conduct compe..on research to see what your compe::on is doing, why, and how. 3. Develop your social media profile, including graphics. 4. Create the marke.ng plan, including social content calendars.

5 Competitive Research Audience Size Measuring Engagement Profile Setups Cover photos Descrip:ons Links Content Pos:ng

6 Pro<ile Development Each social media profile has its own characteris:cs Create the profile images needed Write the profile descrip:on Include important keywords in the profile Create a library of images for use in posts Create a library of content you can turn to when needed Free Graphics Tool hxp:// social- media- image- maker/

7 Marketing Plan Tips Develop buyer persona, including: Name, job :tle/role, industry, company, demographic :ps, etc. Iden:fy customer pain points Complete a needs analysis Define challenges Image Source: HubSpot

8 Why create it? 10 Reasons 1. Helps create a vision for the business 2. Solidifies your mission 3. Outlines what you want to accomplish 4. Describes your ideal client 5. Ar:culates why you stand apart 6. Provides a road map for goals 7. Helps you focus on what s important 8. Create an ac:on plan 9. Tracks progress 10. Reminds you that your business is not a hobby

9 5 Tips for Writing Your Plan Begin at the end Learn from last year Stop doing what isn t working Be specific Just do it!

10 Getting Started Determine topics of interest to your customers Create content categories Assign content types (video, blog, photo, etc.) Set a regular publishing schedule Incorporate other marke:ng content from other depts. Con:nue the process. Image Source: Top Rank Blog.com

11 7 Tips for Managing & Maximizing Content in Social Media 1. Know your audience 2. Provide value 3. Expand your conversa:on 4. Look beyond Facebook & TwiXer 5. Know the dimensions (graphics) 6. Don t ignore the SEO impact 7. Measure Success Blog Title: 7 :ps for Managing and Maximizing Social Media Content Sample Tweet with keyword focus: 7 :ps for managing and maximizing #SocialMedia content. #LeadGenera:on

12 10 Golden Rules to Successful Social Media Marketing 1. Linking just makes good sense. 2. Write high- quality content. 3. Update content on a regular basis. 4. Be pa:ent. 5. Focus on your purpose. 6. Listen and observe. 7. Never steal someone else s content. 8. Connect and connect some more. 9. Cross promote. 10. Never forget the power of local.

13 Social Media Checklist Source: HeroX

14 Who is Penheel Marketing? Social media and digital marke:ng consul:ng firm for CPA firms, small businesses, and non- profits. Download Introduc:on to Social Media for Business hxp://penheel.com/whitepapers Blogging Create blog content quickly while geong SEO :ps and best prac:ces pointers. Social Media Publish content to your social accounts, then nurture leads based on their social engagement. Marke.ng Analy.cs Website analy:cs, online adver:sing analy:cs. See which sources are genera:ng the most leads. Search Engine Op.miza.ons Improve your rank in search engines by finding and tracking your most effec:ve keywords. Send personalized, segmented s based on any informa:on in your contact database. Lead Management Track leads with a complete :meline- view of their interac:ons with your firm.

15 References 10 Golden Rules to Successful Social Media Marke:ng Rebekah Radice Social Media Checklist HeroX Introduc:on to Social Media for Business Penheel Marke:ng 7 Tips for Managing and Maximizing Content in Social Media ClickZ

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