Social Media and Digital Marketing for Local and Small Business: In this seminar and workshop, we will help local and small busineses better utilize the amazing opportunities available in social media, email marketing, websites, online ads and much more. These days, rising above the competition can be hard if the available tools are used poorly, incorrectly or if not used at all. Proper methods can streamline the process and garner real results of increased sales and visibility in search. Some of what we will cover: -Choosing the right social networks -Creating digital ads on Facebook and other social networks -Email marketing best practices -Is your Website the best it can be? -Creating and maintaining content -Mobile And of course a complete open Q&A session!

1. OurFocusIsSocialMedia!
OurFocusIsSocialMedia!
/TalkingFinger @TalkingFinger

2. Social Media for
Local and Small Business

3. SYNERGY
No Longer Can You Survive On One Advertising or
Marketing Initiative or Platform.
With Leaps in Technology, Expectations of Prospects
and Clients, and Social Interconnectivity, We Must
Have Multiple Streams of
Attraction and Engagement

4. NO Ad/Marketing Should Be
Living In A Silo
SocialTraditional

5. “Traditional” “Social”
Ad/Marketing Mediums
About 14% trust About 78% trust
Rapid exposure Slow exposure
Little Engagement Full Engagement
Difficult to “Share” Based on “Sharing”
Yin-Yang of Media

6. Let “Traditional” offset social media’s
scale issue and allow social media to
engage prospects and clients in
a RELATIONSHIP.
Balance
If You Only Use Social,
You Will Lose Marketshare
If You Only Use Traditional,
You Will Lose Marketshare

7. Add social icons to
ALL newspaper,
magazine and printed
ads, brochures...
In fact, it should be on ALL
printed material even trade show graphics!

8. Add all icons to your business cards
as well as their URL’s
the same as your phone, email and website
Give people multiple points of contact!
Let THEM choose how they want to connect!

10. Your website needs some love too!
An Up to Date, Clean, SEO Friendly, Branded
Website will ALWAYS be Paramount!
Be sure to use the social network’s Developer
Plug-In Codes for optimal SEO: NOT JUST URL
LINKS!!!!

11. It should also be in your email signatures

12. Choosing the RIGHT Social Networks!
Follow These Four Steps!

13. 1. Define Your Target Audience
Gender
Location
Education
Career/Job
Hobbies
Age
Never Before Could We Gather So
Much InformationAbout People!

14. 2. What Are Your Goals?
Brand Awareness
Building Advocacy
Building Strategic Partnerships
Thought Leader/Authority
PS: INCREASED PROFITS ARE NOT A GOAL,
THEY ARE A RESULT OF SETTING GOALS!
More Customers/Clients

15. 3. How Much Time Per Week
Can You Invest Internally?
Be Realistic!
Be Specific!
Can You Reduce Other
Ad/Marketing Initiatives?
Include ALL Personnel
That Can Contribute How Much To
Outsource?
How Long Will It Take
To Create Content?

16. 4. What Other Marketing Initiatives
Are In Place?
List ALL Online Assets
-Website
-Adwords
-Shopping Carts
-Enews
List ALL Traditional Assets
-Newspaper Ads
-Printed Materials
-Magazine
-Brochures/Literature
-PR Initiatives
-Trade Shows
List All Current Social Media Assets
-Facebook Pages
-Twitter
-Pinterest

17. Audience
Social Goals
Amount of Time Available
Other Marketing Initiatives
Besides Helping to Create a
Strategy,This Helps Determine Which
Network Will Work Best For You
Brief very BASIC Examples...
You have defined...

18. Broad Demographics
B2C with B2B component
Typically Central Platform due to API
75% Women
PERFECT for products
Show Your Personality
B2B with B2C Component
Thought Leader/Authority
Continuing Education
Strategic Partnerships
Young Demographics
Perfect for Products
Hashtag Search
You Do Not Want Engagement
You Are a Google Employee

19. It is *WHAT* You DO With
The Time That Determines
Success or Failure!
Social Media Marketing Takes Time.

20. It’s A Marathon...
...Not A Sprint

21. Creating a Social Media
Marketing Strategy

22. The Calendar

23. Immediate Actions: Assess Each Quarter
Monthly Actions
Long Term
Initiatives
ORGANIZATION=SUCCESS!

24. Daily and
Weekly
Actions
On Which
Network
Record Basic Analytics

25. Best Practices For Your Content Strategy
For Longevity and Best Chance of Full Exposure,
Make Posts About The Same “Topic” In A
“Staggered” Fashion.
1. Immediately Post To Facebook
2. Tweet Out Two Hours Later
3. Post To Pinterest the Next Day
4. Tweet it Out At A Different Time Than Yesterday
5. Post on LinkedIn Profile On Day Three
...so on...

26. Best Practices For Your Content Strategy
Also, Be Sure to Speak the Language of the
Social Network you are Posting to!
Twitter: Succinct, Use Hashtags, Links
Facebook: Extrapolate a Bit, Ask Opinion
LinkedIn: Be factual, Concise, Thought Leader

27. CONTENT IS KING
A Good Strategy Includes Good Content!
Engaging
Open Ended Conversation
Interesting
Educational
Fun
Off the wall
Contradictory
ASK QUESTIONS!

28. Helpful? Content that offers tips or valuable information
Shareable? Ask yourself if would YOU share
this piece of content!
Represents Your Culture?
Capitalize on Current Events?
Wide Variety...

29. News Aggregators

30. Re-Tweets and Shares
Many times you know which other Facebook Pages,
Twitter profiles, Vines, Pinterest Boards, Instagram
accounts etc...consistently have good content and
valuable posts.
They may be in your industry or they may be a
complement to your business so your audience will also
be interested in their content.
Not only are you providing content, but you are
building relationships...and one day they will
return the favor!

31. Look Around You!
How is that Made?
Employee Spotlights
Images, Videos
A Day in the Office
New Products and Services
Anniversaries New Technology
Unlimited Content...

32. “What TO Wear”
Good Content Should “Dress Up” in a Variety
of Clothing!

34. Paid Advertising on Social Networks

35. Boosted Post on Facebook
Hyper Local Targeting
$5 Boosted Post
Results:
Reach: 1,497 people!

37. Started Promoted Pin

38. Measuring the Success
Analytics

40. Use Analytics to Redefine Strategy
Analytics Tell the “Story” Of What You Post and the
Correlations Of Day, Time, Type Of Post, Virality and
Most Important...
How Your Audience Responds to Your
Content!
YOU ALSO START UNDERSTANDING SOCIAL ROI

41. It Can Also Tell You Where Traffic
Came From
-Track Efforts of
Moving
People to Targeted
Locations
-Nail Down What
Networks are Working
-Increase/Decrease/Stop
Time on Efforts

42. You can thank
me later
Tips, Do’s and Dont’s!

43. People do business with people they know
Create and build personal relationships
Long term continual engagement
What Creates ROI in Social Media?

44. Brand loyalty
Brand advocacy and
“cheerleaders”
Trust
What Creates ROI in Social Media?

45. General Points
Do....
Take time and do it right
Show interest in and listen to others
Be real, be yourself
Have fun!

46. General Points
Don’t...
Use platforms to shout your
message
Use auto post programs
POORLY
Talk about yourself continually

47. Websites: The Next Generation

48. Today’s websites need to be:
1. Responsive!

49. Today’s websites need to be:
2. Quicker!

50. Today’s websites need to be:
3. Optimized!

51. Today’s websites need to be:
4. Interesting!
None of the above matters if you create content that sounds like a robot wrote it.
Write great stuff, follow the steps above, have patience, and you’ll see results.
across of “who you are and what you do” instantly! As well, make sure image file sizes are high enough resolutio
ss a technical site, keep language simple yet descriptive, and as few words as you can: People tend to not read
NOTE: Change image file names! Use keywords in images. For example change 4324.jpg to cake.jpg

52. Use FREE tools to assess and adjust!
website.grader.com

53. Email Marketing: Still Valuable!

54. Email Marketing
But know the ups and downs!
rketing is STILL a powerful way to communicate to a receptive

55. Email Marketing
-The youth (typically about under 18) do not open emails often
-Easily blocked in spam folders
-Growing a data base
The Downs…
The Ups…
-Continual, targeted brand messaging
-Captive opt-in audience
-Most people over 25 yr old check email every day

56. Email Marketing
Do’s and Don’ts
-NEVER buy lists (with a caveat!)
-Don’t put quantity over quality!
-Don’t try and market to an audience that isn’t there
-Don’t be inconsistent with frequency!
-Don’t try and SELL something every newsletter
-Don’t ignore your analytics!
Let’s start with the don’ts…

57. Email Marketing
Do’s and Don’ts
Nor for the “Do’s”…
-Create a specific calendar for creating and executing
-Create 3-5 topics (info, entertain, sales, internal news)
Understand WHO you are reaching in the emails then make content resonat
-Use images as well as text for a visually appealing newsletter
-Use a Email service (Constant Contact, MailChimp etc…)
-Read analytics!
MOST IMPORTANT: KEEP COLLECTING ADDRESSES!!

58. Thank you!
Learn More, Ask Questions, Engage!
facebook.com/talkingfinger
PRESENTATION AVAILABLE:
Slideshare.net/talkingfinger