practical social media strategies for reaching customers online

Beyond the Basics:Practical Social Media Strategies for Reaching Customers Online

Grant Tilus

April 11, 2023 2

Who is Grant Tilus?

Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.

Inbound Marketing Specialist

Husband and Father Believer in Small Business America

Twitter: @[email protected]

April 11, 2023 3

What This Presentation Isn’t About

Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.Photo Credit: http://bit.ly/Wgznbd

The “What, When, Where, Why”

April 11, 2023 4

We Will Focus on…

Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.Photo Credit: http://bit.ly/YCaHHa

The “How”

We Will Cover…


• Using Social Media to Help Build Customer Personas• Creating Web Content• Keyword Research • Developing Targeted Messages• Creating Content within your Sales Stages• Committing to Social Media Platforms• Advanced Sharing Strategies • Tools that Can Help You Be Successful• Random Tips

April 11, 2023 6

For every subject we discuss, ask yourself…

• How could this improve our business?• Could our organization be doing this?• What has our strategy been missing?

Things To Consider During the Presentation


April 11, 2023 7

Don’t Be Afraid to Ask


April 11, 2023 8

Take insights from your social networks to help you build your customer/audience personas.• Facebook: Insights• Twitter: Social Bro, KnowYourFollowers• LinkedIn: Insights• Google+: Integrates with Google Analytics• Pinterest: http://business.pinterest.com/analytics/

Learn About Your Followers/Customers


April 11, 2023 9

- gender- family life- education- income- location- technology- hobbies- likes- influencers- online behaviors- obstacles

Data For Building Customer Personas


Image Credit: http://bit.ly/YaRr0U

April 11, 2023 10

• Helps create a better user experience

• Addressing obstacles• Focus on customers goals• Creates a better connection• Increased engagement from

customers• Content creation is easier

Personas Help You Be More Social


April 11, 2023 11

Businesses reported that adding a blog increases site

visitors by 55%

67% of users on Twitter reported that they are more

likely to make purchases from brands they actively follow.

(http://bit.ly/WnqbiE)

Why Create Content for the Web?


April 11, 2023 12

• Build Long-term Competitive Advantage• Become a Subject Matter Expert• Better User Experience• Website Traffic (Lead Generation)• Brand Awareness• Educate Customers

Benefits of Creating Your Own Content


April 11, 2023 13

“Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.”

– Matt Cutts, Head of Webspam at Google

Focus Your Web Content Around Keywords


April 11, 2023 14

Without keywords your content will most likely not be found

Use Keywords in Your Blog Content


April 11, 2023 15

Good Example


April 11, 2023 16

• Not optimized for search.

Yet it’s so easy. Possible keywords

Bad Example


April 11, 2023 17

• Product/Service Names and Variations• Location Based • Identify common questions with the buying

cycle. (Search Quora or set up Google Alerts)

Basic Tools:• ubersuggest.org• adwords.google.com/o/KeywordTool

Keyword Research


April 11, 2023 18

Use Steps 2-5 to Create Content for Each Sales Stage

Step 5: Reinforce Motivations

Step 4: Overcome Objections

Step 3: Identify Motivations and Objections

Step 2: Determine the Audience

Step 1: Identify Your Sales Stages

Messaging Map: Creating Targeted Content


April 11, 2023 19

Target Your Customers in the Sales Funnel


Discovery/Awareness

Trigger/Interest

Search

Close

StayYou Need

Content Here

April 11, 2023 20

• High level content• Topics should have somewhat of a connection with

your business or industry• The customer/reader may not yet be unaware of the

need for you or your product Examples for Business: (Bike Shop and Travel Agent)• The Beginner’s Guide To Finding Time to Exercise• 12 Ways To Save For That Dream Vacation

Discovery/Awareness Content


April 11, 2023 21

• Starting to develop a stronger connection between customers needs and solutions

• Should motivate readers to take further action • Not yet self promotionalExamples:• 20 Reasons Why You Should Bike to Work• Best Places to Visit in Florida on a Budget

Trigger/Interest Content


April 11, 2023 22

• Exploration of options to find a solution• Looking at specific options from businesses• Comparing options

Examples:• The Ultimate Guide to Buying a Road Bike• Stay & Save: 10 Hotels with Disney Land Discounts

Search Content


April 11, 2023 23

• Deep dive into details in order to make a choice• Reconfirming benefits• How to buy

Examples:• Customer Stories: Why They Bought a Specialized Bike• Booking a Disney Hotel: Why It’s Worth It

Close/Purchase Content


April 11, 2023 24

• Further validation of purchase benefits• Exploration of related topics/uses• Community building

Examples:• 5 Ways to Connect with Other Bike Lovers• 10 Rides for Queasy Parents to Avoid Yet Kids Love

Stay/Referral Content


April 11, 2023 25

1. Remember your personas – Is it targeted?

2. Write for the web – Is it scan-able?

3. Keep it simple – Avoid jargon.

4. Be consistent – Have a schedule.

5. Always have a goal – What is the call-to-action?

6. Brand standards – Do you have them?

When You’re Creating Content…


April 11, 2023 26

• Identify Online Influencers (followerwonk)• Web Communities (ex. Forums)• Use the Right Social Platform• Make Your Customers the Hero• Be Consistent• Promote Other People’s Content

Sharing Content Tips


April 11, 2023 27

Personas + Optimized Web Content + Targeted Messaging = Business Success

Bringing It All Together


April 11, 2023 28

Anything regarding:

• Customer Personas• Using Keywords• Brand Messaging• Creating Content

Quick Stop for Questions


April 11, 2023 29

• Being Active on Social Media• Social Strategy• Social Content• B.E.A.S.T• Engagement Plan• Key Metrics• Tools• Tips

Diving Deep into Social Media Use


April 11, 2023 30

• Facebook?• Twitter?• LinkedIn?• Pinterest?• Google+?• Foursquare?• Yelp?

• YouTube?• Other?

Which Social Networks Do You Use?


April 11, 2023 31

• If you’re not active on a platform every day, don’t use it. (Biggest Mistake I See)

• Encourage your employees to be social!

• Don’t let this happen

Are You Doing Your Best?


April 11, 2023 32

Do You Have an Engagement Strategy?


April 11, 2023 33

1. Put Together a Daily Engagement Plan2. Understand Who Your Audience Is3. Stay on Brand4. Try Different Things, See What Works5. Have Goals6. Measure Results

Social Media Strategy


April 11, 2023 34

• Blog Posts (Internal and External)• Visual Content (Photos, Memes, Infographics)• Quotes/Tips/Facts• Business Highlights, Industry News• Specials/Contests• Polls/Questions

Types of Social Content to Post


April 11, 2023 35

When Posting on Social Media


• Be on Brand• Engage, Entertain or Educate• Audience Awareness• Stay Consistent• Test, Test, Test

Image Credit: http://bit.ly/Uyw3FE

April 11, 2023 36

Daily Engagement Plan


Go back to your office and create one of these today.

After 4-6 weeks review what works and what doesn’t.

Repeat.

April 11, 2023 37

# of Posts per WeekPeople Talking About This

Reach Engaged Users Clicked Links

Virality

LikesTweets

Followers+1’s

Video ViewsSubscribers

Social Media Metrics


If you don’t measure success, it is impossible to improve.

Potential Key Performance Indicators (KPI’s) To Review Weekly/Monthly

April 11, 2023 38

• Trello - Task Organization• Hootsuite - Scheduling/Metrics• Open Site Explorer• Google’s Keyword Tool• Ubersuggest• Topsy – Social Analytics• Follower Wonk - Stalking• Bit.ly – URL Shortener

Tools I Recommend To Use


April 11, 2023 39

Bonus Social Media Tips


April 11, 2023 40

Facebook rolled out option for fans to receive notifications about page posts!

Tip #1


April 11, 2023 41

Tip #2


April 11, 2023 42

Create Twitter Lists for an organized way for interacting with followers, customers or anyone really.

Tip #3


April 11, 2023 43

Optimize Your Pinterest Account

• Your Profile: Completing to make your organization more findable.

• Your Boards: Optimize your boards by using keywords in your titles. Categorize correctly.

• Your Pins: Use strong descriptions, prices and keyword use.

Tip #4


April 11, 2023 44

Questions?
