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2015-11-26 1 Mastering Social Media to Grow Your Small Business Mhairi Petrovic Out-Smarts Marketing Inc. About Mhairi Petrovic Founder of Out-Smarts Marketing Blogging since 2007 Podcaster Educator Fellow Entrepreneur Passionate about Social Media and its potential for growing businesses Focused on making it easy for small businesses to grow online.

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Page 1: Mastering Social Media to Grow Your Small Businesssmallbusinessbc.ca/wp-content/uploads/2015/12/Social-Media-and-O… · Engage in meaningful ways Finding Your Voice Social media

2015-11-26

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Mastering Social Media to Grow Your Small Business

Mhairi Petrovic

Out-Smarts Marketing Inc.

About Mhairi Petrovic

• Founder of Out-Smarts Marketing

• Blogging since 2007

• Podcaster

• Educator

• Fellow Entrepreneur

• Passionate about Social Media and its potential for growing businesses

• Focused on making it easy for small businesses to grow online.

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Connect With Me

https://ca.linkedin.com/in/mhairipetrovic www.out-smarts.com/blog www.twitter.com/outsmarts www.facebook.com/outsmarts [email protected]

604 290 4099

Agenda Social media by the numbers

Why use social media for business

Doing it right

Tools and tips:

Facebook

LinkedIn

Twitter

Instagram

We’re going online – interactive workshop

Questions

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Social Media

Getting up to Speed

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By The Numbers

1.4 billion users and counting

300 million monthly active users

100 million daily active users

300 hours of video uploaded every minute

85% female

Why Use Social Media for Business

Build community and brand loyalty

Grow your network – make new connections

Stay in touch with your existing networks

Learn from others and stay ahead in your industry

Build your brand – get recognized

Promote your offering (subtly)

Lead generation

Get more website visitors

Become an influencer

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Social Media

Doing It Right

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Social Media is part of your online marketing

Your company

Search Engine

Marketing

Website Optimization

Internet Advertising

Social Media Marketing

Measuring and

Reporting

Email Marketing

Digital Marketing

Listen for Opportunities

Follow the influencers in your industry

Respond to what is being said about your industry, service or you!

Check comments, replies and messages daily

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Listen or you’ll miss out

Know Your Community Who do you want to connect with?

Partners

Potential new customers

Existing customers

Suppliers

Industry influencers

Fans, friends and family

Media and PR

Networking groups

Take your offline connections online

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Create Personas

Understand your demographics and psychographics

Where can you find your customers?

The more you know about them the better

Engage in meaningful ways

Finding Your Voice

Social media is all about telling stories

Consistent voice, personality to your posts

Humanize your organisation

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Know Your Goals

• Make them measureable

• Determine how you will measure success:

• Website traffic - Google analytics

• Build network - Follower count

• Interactions – monitor your presence

• Make sure your goals are achievable given your resources and time available

Create a Content Calendar

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Social Media

Tools and Tips

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Facebook For Business

Facebook is for people who already know you Great way to take your existing connections online A business should have a page Individuals could use a profile Facebook Groups – start your own or join Pay to advertise on Facebook

Facebook Page

To create a Page: Go to facebook.com/pages/create. Click to choose a Page category

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Facebook Groups

• Homepage, go to Groups section on left side menu and click Create Group.

• Add a group name, add members and select privacy settings

• Click to create

Advertising On Facebook Boost your posts

Promote your page

Drive traffic to your site

Get app installs

Reach people near your business

Promote an event

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Reach a Highly Targeted Audience

From $1 per day

Tips:

• Use an image that stands out

• Use words that grab attention

• Low cost per impression

• Target followers of similar companies

• Use videos

• Test ad versions

Reach More People For Free

• Images and Text get the most interactions (likes, replies and comments)

– Use tools like Canva to create images

• Post often and at the right time

• Content must be high quality – value add

– Use tools like Flipboard, LinkedIn Pulse, newsletters and blogs to find great content

– Post articles from your blog

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LinkedIn

LinkedIn is for people you already know professionally Largest professional network in North America Showcase credentials online Interact with industry peers Share your knowledge Get referrals

LinkedIn

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LinkedIn Company Page

Twitter

Is for people you want to get to know

140 character limit = short, sharp bursts of info

Engage your audience

Great for competitions

Establish you in your niche

Get traffic to to your site or blog

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Twitter

Twitter Dashboard

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Build Your Following

• Be strategic about who you follow

• Beware the follow / follower ratio

• Use #hashtags (sparingly)

• Use tags to get attention

• Don’t send spammy DM’s

• Post images – more likely to get shared

• Use Twitter lists to find and follow key players

Twitter Ads • Twitter traffic is mainly

mobile

• Short and sweet calls to action

• Use bright images

• Try different formats (AB Test)

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Twitter Lists

Instagram

• Online mobile photo and video sharing fun

• You can share on Instagram or other networks

• Great for visual products or services

• Share your company’s unique perspective

• Who uses it?

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Getting Started

• Sign up is free

• Choose a username that reflects your brand

• Link to your Facebook

• Get the word out that you are on Instagram

• Use search and tags to find people

Using Tags • You can tag people or other

brands • Type #hashtags in the caption

field – Numbers are okay but no special

symbols like $ or % – Can only tag your own posts – not

others – Up to 30 tags – 11 is optimal – Best time to post is mid afternoon – People engage more on

Wednesdays – Post 1-2 times per day

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Additional Social Networks

• YouTube – video

• Yelp - reviews

• Foursquare - location

• Couchsurfing – travel

• Active Rain – realtors

• Ello – ad free social network

• Snapchat – young audiences

• Vine – video

• Tumblr – blog

• Periscope – streaming video

Roll Up Your Sleeves We Are Going Online

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Key To Success In Social Media

Know your goals and act accordingly

Grow your networks strategically

Content is key

Ask questions and answer them!

Always add value

Never overtly sell

Be consistent

Get Social!