for small business - amazon web...
TRANSCRIPT
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Simplifying Social Media for Small BusinessJanuary, 24th 2019
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Intro ● Presenter: Paul Clem
with Yak Social
● Overview
○ Social Media Basics
○ Advanced Social Media Marketing
■ Websites, Social Media Accounts, and Advertising
● What are you here to learn?
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What do you want to accomplish with Social Media? - Set a goal(s) and map it out!
● Build “word of mouth” exposure● Engage with your fan base/customers● Position your business as the best/leader/expert● Drive traffic to website● Get leads● Increase sales/bookings
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Social Strategy = Content Strategy + Advertising Strategy + Community Management
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Stats and Facts
● 1.5B Daily Active Users● 2.3B Monthly Active Users
○ (2.6B Across ‘Family of Apps’)■ (Facebook, Instagram, WhatsApp, Messenger)
● $13.75B in Ad Revenue, Q3 2018● Facebook accounts for 20% of all online marketing.
■
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Why doyou need a website? 👉
● Allow people to find you
● Tell people what you do
● Build trust and credibility
● Demonstrate value
● Convert people into customers
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What doesyourwebsite need? 👉
● On brand○ Consistent coloring, images, logo, etc
● Easy to navigate ○ One page may be all you need
● State your purpose○ Tell people what you do
○ (Ex: We do ____ in ____ for ____)
● Value building○ Demonstrate how what you offer brings
value to your customers.
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What doesyourwebsite need? 👉
● Trust Building○ Testimonials, case studies, certifications
● Contact○ Phone #, Email, Contact Form, Social
Links
● Mobile first
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If anything, keep it simple - a website with one page and a few key pieces of information will likely make a bigger impact than having 20 pages and too much information.
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Questions?
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Promoting Your Website
● SEO
○ (Organic Search)
● SEM
○ (Search Engine Marketing
● Paid Social
○ (Facebook, Instagram, Etc)
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SEO
Using keywords and content on your site, including backlinking from other referring sites, to show up higher in organic searches.
Basically, a search engine will rate your sites relevance and popularity to determine where you will show up in a search.
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SEMSearch ads show up on search engines when people search for you.
● Active Advertising
● Keyword Based
Pros, get in front of a relatively small amount of people when they are looking for what you offer, get somebody while they’re in a buying mode.
Cons, IT IS EXPENSIVE, quick hitting, doesn’t build any branding and credibility (example)
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Paid SocialSocial Ads allow you to put your business in front of everyone who is interested in ____ who live in ____ or are traveling in _____
● Mostly Passive Advertising● Thousands of targeting options
○ (More on that later)
Beyond targeting a Cold Audience, Retargeting can keep you in front of people who have already found you on a search engines, social media, or through referral.
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Which strategy should you be focused on?
All of them, but we’re here to talk about Social Media.
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Questions?
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Getting started...
Personal Facebook PageVs.Facebook Business Page
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Personal Facebook Page
● Every Facebook account has a
personal page associated with it
● You MUST have a personal page to
use Facebook
● You DO NOT have to use it actively
● Posts go to friends
● More private than a business page
Primary functions:
● Connect with people by “friending”● Engage with others● Follow businesses/organizations● Connect through groups ● Basically, using Facebook as a
Facebook User
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Facebook Business Page
● Created by your personal account
● Not a separate account
● More than one person can
manage/have a “role” on the page
● Posts go to fans
● More public than a personal page,
can be found by anyone, and
anyone can see your content
Primary functions:
● Accumulate Fans/Followers● Curate and create content to drive
to your community of fans● Engage with your customers● Advertise your business
○ NOTE: You need a page to run ads
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● Owned by Facebook, so integration is easy
● Simpler design, more one dimensional
● Driven by photos/videos
Primary functions:
● Accumulate Fans/Followers● Curate and create content to
drive to your community of fans● Engage with your customers● Advertise your business
○ NOTE: You need an account to run ads
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Questions?
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How to get your first fans/followers
● Invite your friends/family on Facebook○ Not everyone sees your
invites● Invite your friends/family through
email (send a link)
● Invite your past customers/clients
Make it known!
● Email signature● Links to social on website● Print materials
● Encourage your current and future customers/clients to follow your business on social media - tell them why you should
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Managing Your PagesCreating Content & Community Management Best Practices
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How oftenshouldyoupost?
● Quick Answer: As often as you can, but you’re asking the wrong question…
● It should be: Do you have good content to post?
○ If yes, and IF ONLY yes: as often as you can
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So what’s good content?
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What to prioritize when developing content
● Relevance○ Is this something that your
audience is interested in?○ Is it useful?
● Engaging○ Will your audience engage
with this content? ○ Are you encouraging
engagement?
● Attention Grabbing○ Is this something that will
grab their attention? ○ How does this stand out?
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Who cares?Speak to your audienceTell your story!
In today’s Social Media landscape, you are a media company, and your audience wants content that is relevant to them.
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How can you make your content relevant, engaging, and attention grabbing?
● Video, video, and more video
○ Consider going live
● Stay on topic
○ If people expect ___, then give them ___
● What are your competitors doing?
○ See what’s working for others
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Your action items
● Just get started!● Post when you have good
content● Always use photo(s) or video● Proof your content● Tell a story and connect
● Manage your community
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Community Management (engaging with your followers)
● Always respond to comments, reviews, and private messages
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Facebook Groups
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● Private or public
● Facilitate a conversation
● More engagement
● Typically community driven
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Questions?
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How can you measure success?
● Reach
● Engagement
○ Likes, Comments, Shares
● Clicks/Actions
○ Via publishing tools
● Video Views (if applicable)
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You made a post and it reaches no one… 😱
● 2 Reasons…
○ You have no or very little fans
○ Your content was not engaging
Solution:
Invite more people,
test your content, and
be patient.
It takes time.
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That’s the long term strategy…
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● Reach more people● Get more engagement ● Target location, age,
gender, and interests● Short term “boost” ● Made from your page
Boosting a Post(Advertising Lite)
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Paid Social Advertising
● Advanced targeting● Utilize Facebook pixel● Split test (A/B testing)● “Lower funnel”
optimizations ● Outcome driven
Boosting a Post(Advertising Lite)
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Questions?
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What Have We Covered?
● Websites ● Digital marketing strategies● Facebook business page● Organic content● Paid social advertising
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Paid Social Advertising What’s possible, what’s important, and what’s realistic
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Paid Advertising● Created through ad
account
● Shows in feed + more
● Targeting
● Optimizations
● Measure success based on objective and performance tracking
Organic Content● Comes from page
● Shows in feed
● Reaches fans/followers
● Measure success by engagement
● Measure effectiveness through reach
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What Is It?
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Facebook Ad Placements
● Desktop Newsfeed ● Mobile Newsfeed● Instagram Feed● In Stream● Stories
● Instant Articles● Right column
(desktop)
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Facebook Ad Objectives
● Reach/Brand Awareness ● Website Traffic● App Installs● Video Views● Lead Generation
● Engagement● Messages ● Conversions● Catalog Sales● Store Visits
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Facebook optimizes ad delivery based on your objective...
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Facebook Ad Targeting (Core Audiences)
● Location○ Zip, City, State, Country
● Demographics○ Age, Sex, Relationship
Status, etc● Interests
● Behaviors○ Travel○ Shopping○ Small business
owners○ Etc.
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Facebook Ad Targeting contd.(Custom Audiences)
● Email/contact list● Past customers/clients● Website visitors ● Video viewers● Page engagement
● Lookalike audiences ○ From past sales,
clients, contact lists, website traffic, etc.
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● Facebook ads run on an auction.
○ Bid manually or auto - based on action
● What to know:
○ Let Facebook optimize - run lowest cost
Advertising Budget&Facebook Ad Auction
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● Page● Ad format● Creative● Ad copy● Link● Newsfeed link
description● CTA Button
Ad CreativeOptions
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● Page● Ad format● Creative● Ad copy● Link● Newsfeed link
description● CTA Button
Ad CreativeOptions
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● Single image● Photo Carousel● Video● Lead form● Slideshow● Events● Full screen experience
FacebookAd Formatshttps://fb.me/1GSHlgr5cy0FBop
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Questions?
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Let’s build an ad
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Questions?
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Facebook Pixel
● Track website traffic/analytics
● Optimize ad delivery for conversions
● Create and reach custom audiences
● Audience insights ○ Advanced metrics
regarding your website visitors/customers
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Retargeting - advertisements targeted to consumers based on their previous internet actions, i.e. Visited a Webpage, Watched a Video, or Opted-In (via custom audiences)
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Questions?
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What does this all lead to? … a Sales Funnel
In digital marketing, a Sales Funnel is a process of taking someone through a path to purchase step by step based on actions they take online.
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Awareness● Cold Audience
Consideration ● Retargeting
Conversion● Purchase, booking,
sign-up, etc
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Awareness● Cold Audience
Consideration ● Retargeting
Conversion● Purchase, booking,
sign-up, etc
Interests, Age/Location,
Core audiences
Website visitors,
Video viewers,
Email lists
Opted in, sent message, viewed content
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Getting started with ads
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Tracking progress and reporting
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Tracking progress and reporting
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1. Decide desired outcome
2. Create an offer3. Build creative assets4. Choose optimization5. Identify audience6. Test, evaluate, tweak
Order of Operations
Designing goals to drive sales or desired action
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Questions?