Building a social media fan base and gaining followers is critical to digital success for any business owner. In this presentation, you'll read more about how to: • Develop an effective social media business plan • Build brand loyalty and gather valuable customer information • Create the right digital sales tools for your business • Run a successful campaign on Facebook Interested in watching the recorded version? Add this link to your browser and view on Youtube: https://www.youtube.com/watch?v=xXFZwHoAtnc

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Social Media
Marketing For Your
Small Business
Presented by:
Adam Dince @adamdince

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Deluxe & VerticalResponse
The Perfect Match
 VR acquired by Deluxe Corporation in July 2013, joined
their Small Business Services Division
 Marketing professionals based in San Francisco and
Shoreview, MN offices
 2016 (and Beyond!) Webinars will target small business
owners and nonprofits
 Popular topics include websites, logos & branding, social
media and more- Now including more experts!

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Agenda
• Introduction
• Best Practices
• Summary

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About Adam
• Adam Dince @adamdince
• Director of Earned Media
• Over 15 years of experience in online marketing and Web development, both B2B and B2C
• Helped dozens of Fortune, enterprise and small businesses create winning strategies
Contributor To: Certifications:

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People use social media for…

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Businesses use social media for---well, business

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Causing a social disconnect between people and businesses
Buy our New
England
Patriots
Boxer ShortsDid you see
the Patriots
game on
Sunday?
I sure did!
Man, that
Tom Brady is
amazing!
Awkward

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Which has led to increased ad-blocking

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And businesses not seeing much of a return on their social
media investments

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But there is a way for businesses to win on social media

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How Social Media Is
Supposed To Work

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The old way consumers went about making purchasing
decisions
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
At shelf
In-store
Experience
Source: www.zeromomentoftruth.com

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The current way consumers go about making purchasing
decisions

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Social media has the opportunity to influence consumers
from a variety of sources
Source: fleishmanhillard.com

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Let’s align the data to social media marketing
recommendations
Source: fleishmanhillard.com
Build brand
awareness and
community
Build strategic
partner
relationships
Engage with your
audience
Engage with the
Media
Carefully use
sponsored content
to drive results
Engage with the
media and local
figures

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Let’s Deep Dive

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Build brand awareness and community
Source: fleishmanhillard.com
Build brand
awareness and
community

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Why is brand awareness and community important?
• 58% of people are influenced by a friend in their network
• The larger and more relevant your audience is, the deeper reach you have
• If your brand is likeable and integrated in the social conversation, the more
you’ll stand out from the noise

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Listen, respond and grow awareness & communities

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Listen and respond with Twitter

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Listen and respond with Facebook & LinkedIn
B2C - Facebook B2B – LinkedIn Pulse

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Listen and respond with Instagram

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Every major social network allows you to listen and respond

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Strong social calls-to-actions on your Website

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Promote in-store

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Use custom audience + email match
https://www.facebook.com/ads/manager/audiences/?act=10153535023034458&aln=datafile

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Retarget Website visitors on social networks
User visits Website
and a retargeting
cookie is dropped
Same users are
retargeted on Twitter
with content & possibly
“follow” you
Same users are
retargeted on Facebook
with content & possibly
“Like” you.
http://www.adroll.com

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Build brand awareness and community
Source: fleishmanhillard.com
Build strategic
partner
relationships

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Why is brand awareness and community important?
• 51% of people are influenced by trusted group or organization
• The more relevant partners you have, the more likely you are to be
recommended by a trusted source
• If your brand is likeable and integrated in the social conversation, the more
you’ll stand out from the noise

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Deluxe has been strong partnerships

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Which may result in conversation that builds credibility

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Which can lead to links that increase findability in
search engine results

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Think about how you can leverage already established
partnerships
• Vendors
• Retailers
• Event locations
• Manufacturers
• B2B customers
• Non-profit organizations

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Spend time networking offline
Source: www.bestlegalresource.com

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Engage with your audience
Source: fleishmanhillard.com
Engage with
your
audience

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Why is it important to engage with your audience?
• 38% of people are influenced by companies they follow
• Improves your business’s chances of being top-of-mind for consumers
• Gives your business the chance to influence purchase behavior

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Talk with / not “at”
• Asking our social networks to keep up
with us on a regular basis is not a
small favor.
• Reward them with showing that you’re
just as interested in them as they are
in you
• They may well reward you with loyalty
and business

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Share helpful content
• Mix your sales and promotional
content with informative and useful
content
• Research your audience, find out what
they’re interested in and share content
related to them
• You don’t have to write the content—
you can share helpful information from
3rd party Websites

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Share your network’s content
• We like to ask our networks to SHARE
our content (which helps us)
• How are we reciprocating?
• Why would our audience care about our
success if we don’t care about theirs?
• What if we were able to build up mutual
admiration with your audience?

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Pin best content to your profiles

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Engage with the media and local figures
Source: fleishmanhillard.com
Engage with
the media
and local
figures
Engage with
the media and
local figures

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Why is it important to Why is it important to engage with local
media and figures?
• 29% of people are influenced by media social feeds
• Improves your business’s chances of being top-of-mind for consumers
• Gives your business the chance to influence purchase behavior

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Opportunities to connect with the media and influential
figures
• Grand openings
• Great opportunity to share your business story with the local news
• Weekly newspapers and radio news outlets will cover business grand openings and give the owners a chance to talk about their
business to a larger audience
• Invite local celebrities to attend
• Calendars
• Most communities have news outlets with weekly calendars
• In their best interest to let the local community news outlet know to include in the calendar of activities
• Make yourself an expert
• Providing your experience and expertise to local news outlets will help shape the public’s opinion of your business
• Example: Accountants giving advice on key tax write-offs for business owners
• Calling local newspapers or radio stations to see if they will be writing stories on these topics can insert your business into the
overall media mix
• Give back to the community
• The media loves feel good stories. So when you do something positive in your community, make sure that the press is aware of it

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Carefully use sponsored content to drive results
Source: fleishmanhillard.com
Carefully
use sponsored
content to drive
results

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Why is it important to Why is it important to engage with local
media and figures?
• 21% of people are influenced by sponsored content
• Using paid social advertising can:
• Position timely promotions and offers in front of your target audience
• Build brand awareness
• Educate your audience on relevant issues
• Gives your business the chance to influence purchase behavior

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Facebook advertising allows hyper targeting

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Facebook custom audience targeting

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Social Coupons
https://ww.deluxe.com/small-business/social-media/coupons

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Twitter audiences can be targeted through ads
Disclaimer:
I’m not a fan of Twitter ads.
Test it, measure results and
if you’re not finding value,
spend your money
elsewhere

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Instagram ads for visual brands

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Summary
• The best practices
• Build brand awareness and community
• Build strategic partner relationships
• Engage with your audience
• Engage with the media and local figures
• Carefully use sponsored content to drive results
• Make sure you’re dedicating the right number of resources
• Get expert help where you need it

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Upcoming Webinars
•Feb 3 – Creating a Successful Email
•Feb 11 – Define Your WOW! Factor – Creating an
Unforgettable Brand
•Feb 17 – Best Practices for SMB Advertising
•Feb 25- Does Google Love Your Business?
Register on Deluxe.com/blog or VerticalResponse.com