2016 tulsa tech fest speaking presentation

DIGITAL MARKETING FOR SMALL BUSINESSES

Christine Collins

Presented By

@BadPennyFactory Slides

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Christine Collins

Creative Director

HELLO

Former Digital Media Manager of several Fortune 100

companies with over 10 years of industry experience.

A professional with a strong reputation and direct

access to key social media influencers, creatives and

technical specialists. As Director of Bad Penny

Factory, she advises small businesses, entrepreneurs

and non-profits on their digital footprint.

Christine holds a Bachelor of Science degree in

Design from the Oklahoma State University.


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Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat – what is social media really about and why is it relevant to me?

Social Breakdown

With so many social media options, how do I choose where to spend my time

online? How do I engage with people and what should I post?

Pick Your Playground

MAP TO THE CHAT


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How do I gain followers and trend content? How do I become a trusted author and draw people into conversations?

Build a Community

My content is awesome so how do I reach more people? What other digital

marketing tools will help me spread the word about my business?

Boost Your Story


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I now spend several hours a week on social media so is all this work paying off? How do I know if I’m making an impact on my business?

Measure Results

Celebrate your content! Nurture and love what you’ve built online so it won’t

fade away. Take time to evaluate, recalibrate and execute.

Rinse and Repeat

SOCIAL BREAKDOWN

Why should digital marketing and social media be important to me?


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7.395

3.419

2.307

3.790

Total Population

Internet Users

Active Social Media Users

Unique Mobile Users

Each quarter, leading statistic

firms compile data from all over

the world. These 2016 findings

are important because any time

you produce marketing you want

the most exposure for the

smallest investment.

Follow the numbers and go

where the crowds are already

present.

DATA PROVIDED BY: SMART INSIGHTS, PEW RESEARCH

CENTER, WE ARE SOCIAL, GLOBAL WEB INDEX

Numbers In Billions

GLOBAL DIGITAL IMPACT

1.968

Active Mobile Social Media Users

3.752 Male Population

3.686 Female Population


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Social media is a sensible way for

us to converse with cl ients,

partners, vendors, prospects and

friends. The various channels give

us the ability to engage with people

and promote our business at scale.

Social media channels can be used

as customer service forums, to

promote events and contests, offer

coupons and giveaway deals and

much more.

A Digital World

SOCIAL MEDIA CONNECTIONS

“Engagement happens when people care.”


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Before you dive in, think about what you want to achieve with your marketing goals. As you evaluate your goals, pull together a list of challenges and

opportunities you hope to address with your efforts. Start with the audience you want to address and think about how that community currently

perceives your business. What are the beliefs and attitudes they have toward your business? How do their attitudes need to change so you can be

successful?

Set Clear Goals

DEFINE SUCCESS

“Focus on the target. Become efficient and seek to understand the layers

of interconnections.”


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“Listening is a critical part of the

conversation.” Listen to what people are saying and seek to understand them and their beliefs. Craft your story in response to listening and use

messaging to convey understanding.

Tell Your Story What do you want your audience to understand about you? Use social media to share things that will build that understanding over time. Layer your story with snackable bites so your audience has time to digest your message at a comfortable pace. Avoid saturated content heartburn.

Understand Your Audience

SOCIAL LISTENING

PICK YOUR PLAYGROUND

Which social media channels should I use to promote my business?


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Instagram Visual celebration of positive outcomes and business coverage.

Google+ Awareness, advocacy and education exposure through the Google Network..

Twitter Thought leadership through active participation and timely shared content.

YouTube Inspiration and education through emotional stories and instructional guides.

Facebook Active engagement and promotion of original web content and communities.

17%

20%

22%

25%

42%

Facebook, Twitter and Instagram

lead the pack as the top social

media channels on a global scale.

Rounding out the top channels are

LinkedIn, Pinterest, Tumblr, and

Myspace.

Google social platforms are heavily

integrated into their unified

account sign-in which impacts

their numbers and exposure.

DATA PROVIDED BY: PEW RESEARCH CENTER, SMART INSIGHTS,

GLOBAL WEB INDEX

Active Social Media Users

TOP TRENDING CHANNELS

Facebook controlled 42%

of the global social media

market share by the end

of 2015.

42%


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With so many social media channels

available it can be overwhelming to

try and manage multiple outlets of

communication. Each platform offers

unique benefits based on what

outcome you are trying to achieve.

Evaluate your brand and determine

the type of content that makes the

most sense for you to publish. Is your

business best represented by videos,

pictures, written stories or fast facts?

Do you use coupons in your

promotions? Ask yourself what works

for your market.

Start with consistently posting to 3

channels and then scale your

marketing from that benchmark.

Start Small

CREATE A PRESENCE


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Schedule Posts

Write Stories

Take Photos.

Stream Videos

Build up your content and then use

scheduling tools to help manage

posts. Develop a content calendar to

keep track of important dates and

posts. Write testimonials, take

product and experience photos,

video stream helpful chats about

your products and services, offer

behind-the-scenes looks at your

business operations.

Need help? Seek out professionals to

help you draft blogs and develop

online graphics to showcase your

business.

Build Your Library

GENERATE CONTENT

“Relevence, timing and tone. Know your

social plan.”


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Sample Content Calendar

GET ORGANIZED

EDITORIALCALENDAR TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGETAUDIENCE OFFER/CTA CHANNEL(S)MONDAY Author ErinBrown 10HelpfulChartsto

MeasureYourContentPerformance

Usevisualchartstohelpexplainhowtomeasurecontentperformance

contentperformance,contentmeasurement

BusinessMarketer,ChannelOwner

FreeReportwithHelpfulMeasurementFormulas

FacebookDueDate 11/20/15 SiteBlog

PublishingDate 11/23/15 TwiMerTUESDAY Author SarahDolan SEOExplained:Tipsand

TricksThatGetYouNoRcedBrieflyexplainSEOandofferhelpful,beginner-levelRps

SEO,searchengineopRmizaRon


FreeeBook:SEOExplainedwithHelpfulTips


PublishingDate 11/23/15 TwiMerWEDNESDAY

Author NateDawson HowtoUsePollstoBoostEngagement

ExplainthepollingfeatureandusebestpracRcesto

craXvoRngchoices

Polling,onlinevoRng,surveyquesRons


FastGuidetoDigitalPollsandHowToUseThem


PublishingDate 11/23/15 TwiMer

“Offer more than you ask. Be the solution your customer is searching for online.”

BUILD A COMMUNITY

How do I become a trusted resource?


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Add Value When talking in social,

always add value to the conversation.

Research Use listening tools and

analytics programs to dig deeper into public

conversations.

Recycle Reuse, repurpose, reward and respond. Learn to cycle and recycle powerful content.

Lists and Groups Create lists for key people, customers and influencers. Group users together by topic.

Devote time to your digital marketing plan by spending energy on research and developing ways you can offer value to online communities. Keep

content simple and use common sense with your posts. Identify key themes and create valuable content around them. Think of ways to help people

by offering better, faster and more rewarding ways of doing things.

Thoughtful Moves

EVERYDAY ACTION ITEMS


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Be you. Engage with people as a person and be natural

with your approach. Don’t be something you’re not.

Be Authentic

Really listen to people and find ways to be there for

them. Be considerate and grateful of their time.

Be Thoughtful Give more than you take.

Offer people and conversations value before asking something in return.

Be Generous

Interact with others online. Participate by joining the conversation, following accounts, and liking and

sharing content.

Be Social Do what you say you will do.

Be honest with your transactions and straightforward.

Be True

Simple Human Communication

BE SOCIAL

BOOST YOUR STORY

How do I gain more reach and exposure for my business?


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Invest

Budget Costs

Paid Marketing The goal of paid marketing is to convert actions to sales. Generating engaging content is the first step, boosting that content to reach people who need your business products and services is the next. Take a look at your marketing budget. Whether you can invest $200 a month or $2,000 a month, there are service plans that can benefit you.

Your hub’s Search

Engine Optimization.

Website SEO Pay-per-click services

with Google.

AdWords Trend content with

increased likes.

Increase Followers

Extend Your Reach

DIGITAL MARKETING

WEBSITE SEO

What does this mean to me?


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•  START LISTENING and analyze what your audience is looking for online.

•  IDENTIFY KEYWORDS used to search for solutions related to your business.

• BUILD YOUR OPTIMIZATION around those keywords and phrases.

• BE CONSISTENT and pepper those keywords throughout your content.

• MONITOR PERFORMANCE and stay flexible and make adjustments when necessary.

Words Words Words

SEO BREAKDOWN

“Social media campaign measurement basics: engagement, reach, exposure, ad performance, and conversions.”


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Sample Measurements

SEO SOFTWARE

GOOGLE ADWORDS

What does this mean to me?


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Google and Bing Ads

PAID ADVERTISING

h"ps://www.google.com/adwords/ h"p://ads.bingads.microso6.com

•  SIGN UP FOR FREE and learn to set up your ads with these services.

•  SET A BUDGET control your budget and only pay when your ad is clicked.

• REACH CUSTOMERS globally or locally and set a specific distance from your business.

•  EXPAND YOUR AUDIENCE and see your ads on Google, Bing, Yahoo and AOL.

INCREASE FOLLOWERS

To buy or not to buy?


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Know Your Options

BUYING FRIENDS

• BENEFITS can include low costs, low time commitment and gained social influence.

• RISKS can include spam tactics, antitrust and channel shutdown.

• DEFINE YOUR STRATEGY and do your research! *BAD PENNY FACTORY DOES NOT ENDORSE, CONDONE OR HAVE ANY AFFILIATION WITH THE COMPANIES LISTED

MEASURE RESULTS

How do I know my efforts are paying off?


30 MEASURING DIGITAL CONTENT

Trends and changes are the most valuable insight that can be pulled from any report. Analytics should be measured through a single tool for a

universal view of the health of your content. Once you select the tool that works best for you, get familiar with it and set up a few standard reports that

will allow you to push a button to see a snapshot of your work and how it’s performing online.

Metrics That Matter

“It’s the true experience of the journey that people gravitate toward.”


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+ + = The social media channel

and piece of content with the call-to-action message.

Platform 01 Time and effort spent on

creating the content and the post schedule.

Post 02 Amount of money invested

to promote the content.

Paid Boost 03 Calculate the expected

performance.

Review

Gather significant data to build a formula that works for your business. Regularly review the information to determine how to achieve optimal

performance within your control. Create a testing plan to check your findings and then continue to tweak the formula over time. These solutions will

also help define your marketing budget. Again, think: how can I get the biggest bank for my buck?

Cost of Content

BASIC FORMULA

0.31% CTR

THANK YOU

Continue the conversation by emailing [email protected]

@BadPennyFactory

BadPennyFactory.com

Tulsa TechFest 2016 | Fri, Aug 5th, 2016 | OSU - Tulsa | 70+ Speakers, 20+ Tracks & 85+ Sessions!

Your input is important!

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Tulsa TechFest 2016 | Fri, Aug 5th, 2016 | OSU - Tulsa | 70+ Speakers, 20+ Tracks & 85+ Sessions!