Social Media 101:Tools to Boost SalesAriana Torres, Ph.D.Assistant ProfessorPurdue University

Why should you invest in social media marketing?1. Your customers are on social media

2. Customers are more receptive: fun and easy way to network

3. Increase brand recognition

4. Get more traffic to your website

5. Different social media channels get

you different audiences

6. Target niche market

7. Social media is cost effective

8. Your competition is on social media

9. Improve brand loyalty

10. Consumers look for reviews

11. Gain customer insight

What to do now?

•Share frequent updates, pass the 1-2 daily posts• Changes• Hours• Measures to keep everyone safe• How to place orders• How to pay• How to pick-up or delivery

What to do now?

•Keep up customer relationships• Use Facebook for after-hours communication• Page inbox should be set up to answer questions• Use an automated response for FAQ

•Take your events onlineHost a live session on Facebook,

Instagram story

Marketing strategies for Facebook• Increase online exposure of our business

• Showcase your new product/service

• Obtain feedback

• Attract more/new customers

• Minimize costs of marketing

• Build relationships

1. Cover photo

2. Profile photo

3. Tabs

4. Page interactions

5. Call-to-action buttons

6. Community

7. About 6

7

3

12

4 5

Ask your friends to like your business

page

Connect with your audience with posts

Share meaningful updates • 1-2 Facebook posts per day• Short, fun-to-read, and eye-catching images• Test posting at different intervals and times

and see what works best. Depends on your audience, time zone, etc.

Entice customers with news or special discounts

– Post special offers to your customers– Invite them to events

Facebook- Photos generate higher engagement- 53% more likes- 104% more comments

Twitter- Images increase clicks, visits, retweets, favorites, visitor-to-lead conversion rate

Create content and experiences they can’t get anywhere else

– Discounts for your page fans– Hold a contest and give away a great price to

one of your page fans– Offer discounts to the first 5 people who

comment on a post– Ask customers to follow you on Facebook (50%

tend to do so)– Sign up email lists

Acknowledge their loyalty

Offer something extra or exclusive on your page

Promote an event

Contests or giveaways must be administered within Apps on Facebook- https://apps.facebook.com/my-contests/

Why creating contests• Collect email addresses• Get new customers• Host a class or event• Promote a sale/promotion

Feed your online content to publish automatically

Post here

Boost your posts

Select the audience you want to see itPeople who like your pageExtend it to their friendsSelect a new audience by age, location, interests and more

Set your budgetPer-day price of boosting a posts

Estimated people reachedThe reaching amount of your daily budget depends on your audience

Duration

Audience

Budget

Duration

Gender

Age

Location

Potential audience

• Demographics: education, financial, generation, life events, parent, politics, relationship, work

• Interests: business and industry, entertainment, family and relationships, fitness and wellness, food and drink, hobbies, shopping and fashion

• Behaviors: anniversary, charitable donations, purchase behaviors• Engage shoppers, food and drink, home and garden

Map your location

Final audience

Budget

Click

People reached

Duration

Average expenses

Setting up your Page inbox

• Read and respond messages• Facebook Messenger• Direct Messages• Comments on Facebook posts

• Inbox is organized as• Messages: conversations through messenger• Comments: posts to your posts• Automated responses

• Automated responses:• Greetings• Respond to feedback• Communicate events

Automated responses• Away message

• “Thanks for your message. We're away and can't respond right now. We appreciate you reaching out.”

• Instant reply• “Hi, thanks for contacting us. We've received your message and appreciate you

reaching out.”

• Location requested• “Thanks for your message. We are located at 123 Main Street.”

• Page recommended• “Hi, thanks for recommending us! We're glad you had a great experience.” • 10 minutes after

Marketing strategies for Instagram

1. Tell your business/family story2. Photos, captions, and filters

Facebook bought Instagram in 2012 for $1B

Tell your story 1-2 times/day• Your products• Your chores• New projects• Your mistakes• Your property, facilities• Where to find you• Educate customers• Community events • Seasonal activities/products• Ask questions• Promote other businesses

Create a brand for your social media pages• Logos and imagery• Company description• Vision and mission• Find inspiration and mimic them• Content, posting frequency, imagery,

photo filters• Respond to comments ASAP• Be consistent

#WhatIsAHashTag?

• Hashtags are a word, or group of words after the # sign• #hashtag, #buylocal, #marketing • If you’re more technically inclined, you might know them as a metadata tag

• They help you to engage your brand with your market

• It will link your post to all other posts ever used by anybody

• Gives context to a post and can help you search for market segments• Use them across all platforms

• Hashtags are not case-sensitive, but adding capital letters make them easier to read #sustainableverticalfarming vs #SustainableVerticalFarming

Brand hashtags

• Company name or tagline/logo, name of current marketing campaign or event• Do your research

• Unique to your business and use it as a signature tag

• Market your brand and promotions

• Get people to use it

Trending hashtags• Topic that has become very popular, they change very

fast

• Twitter and Google+ show you trending topics right on their sites

• Transferable to Facebook and Instagram

• Monitor trending tags• When you see a topic trending that is related to your business:

make a content update and include the hashtag• Hastags.org, statigram, trendsmap

• Be quick and use them to develop relationships with your target market

Content hashtags• Hashtags you use in your posts

• They are not branded (and not used to define your business and marketing)

• Product, lifestyle, events, location

• Find hashtags commonly used by followers, competition, and partners

• Engage: retweet, likes or comments

• Don’t spam posts with tons of hashtags

• Make it easy to remember --- don’t leave room for typos

• Do your research: what people are using, check if your # is being used

• Partner with influencers

• Don’t over hashtag: 1-2 is enough

• Highlight events, marketing campaigns

Additional tips

Understand your consumer’s path and actions that lead to conversion

A step-wise strategy to effective campaigns

Campaign 1

Facebook

Website PurchaseAdWords

No Purchase

70%

30%

100%

50%

50%

50%50%

Using Google Ads as a search marketing strategy

• Natural (organic) listings: the result of “spiders,” powerful programs that crawl the Web, looking at key words, links, and other data

• Paid (sponsored) listings: short text ads with links to the sponsoring company’s Web site that appear on the results page of a search engine

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Thank you for your attentionAriana Torres

torres2@purdue.edu765-494-8781