social media & web for business
DESCRIPTION
Rewiring the understanding of marketing and traditional marketing efforts and mapping them to current social media and web marketing tactics.TRANSCRIPT
SOCIAL MEDIA AND
WEB FOR BUSINESS
Justin McCullough
Turning Minds
TurningMinds.com
The Change - Technology Control:
Gave control back to the customer Information:
Expedited the availability and spread of information
Attention:Removed (traditional) media channels domination of attention
Creation:Made everyone a creator, collaborator
and critic.
What Do You Care About?
Customers Sales Cost Image Reputation Competitiveness
• Vendors• Stability• Benefits• Quality• Performance• Growth
It’s not about you! It’s about your customer.
What Do Customers Care About?
Wants Needs Friends Family Lifestyle Happiness
• Avoiding Pain• Personal Growth• Survival• Get through the day• Relationships
Today’s Business is AboutThe Customer.
Understand ThemTheir WantsTheir MotivationsTheir InterestsTheir Challenges
Use the Web And Social Media for Attraction.
Speak their language Answer their problems Give to them in order to get them Appeal to interest Be approachable Facilitate and collaborate Participate with them
This is not New!
Know, Like, Trust AIDA – Awareness, Interest,
Desire and Action Do Unto Others as You
Would Have Them Do Unto You!
What Drives Normal People
Entertain Inform Educate Solve
problem
• Humor• Design, Look, Feel• Story• Emotion• Referral from Friend• Deals• Wants and Needs
What To Do Now?
Think Like a Business Developer and a
Marketer.
Assets vs ExpensesRelationships vs Transactions
Experiences vs Attention
Purpose and Value
Know what you stand for, what problems you
solve and how that helps customers
WIIFM
“What’s In It For Me”
Everything you do needs to be aligned with the
WIIFM of your customer. Not you.
Profile your Customer Types
Demographics matter Their lifestyle and interest matter Their problems and patterns
matter Their buying habits matter Their interests matter
Know your BOB
“Best of Best” Customer
BOB’s talk to you, come back repeatedly, refer you. They Love
you!
You need to leverage online
How?
Create websites, social media activities, and
content.
That speaks to your customers with their language!
Create assets.
Think About Attracting
• Followers• Subscribers• Readers• Advocates• Testimonials• Positive
Reviews• Inbound Links
Online Marketing Assets Search Engine Optimized Pages Lead Generation Forms Mailing Lists (email addresses) Social Networks (and followers) Sharable Content Domain Name(s) Downloadable content WIIFM content
Use Social Media To
Maintain visibility Create authority Promote your customers Address Pain Points and WIIFM ideas Entertain, excite, motivate Foster feedback and conversation Create a platform
Engaging Content
Images Questions Interesting content (on topic or off) Personal experiences Request for feedback Purpose, charity, or cause awareness
Social Media is not the Goal.Instead you want: Customer interaction Customer satisfaction Authority and availability Demonstrate value and purpose Be there when they need you Know you before they need you
How To Do This?
1. Know What You Stand For
2. Know Your Customer TypesTheir Needs, Wants, Interests
3. Know Your BOB
4. Speak Their Language (Not about you)
5. Attract Them Via Social and Web
Website
Easy to navigate Creates interest Provides value to customer with WIIFM
focus Relevant and sharable content Leads to action (form signup, download,
comment, email, join social network, etc) Search Engine Optimized pages
Social Networks
Promotes customer interest Occasionally promotes your product / service Provides value to customer with WIIFM focus Relevant and sharable content Leads to action (form signup, download,
comment, email, join social network, etc) Use Images, Video and Other websites
Remember, We Are Attracting:
• Followers• Subscribers• Readers• Advocates• Testimonials• Positive
Reviews• Inbound Links
Which lead to more sales and more BOB’s.
Be Intentional
• Have a content Plan• What to say, when, where and
why and for which customer type.• Keep a Schedule of Activities
• Engaging in social networks, blogging, email broadcasts etc.
• Measure interest and response• Use Tools, Apps, Services to help
Grow Your Marketing Assets:
• Lead Generation • Drive New Emails, Followers,
Shares and Referrals.• High Interest Content
• Video, Audio, InfoGraphics, Story, PDF’s, Whitepapers.
• Landing Pages and Conversion• Headlines, Content, and Offers
Facebook Ad - WIIFM
Ad – Landing Page
Questions and Answers
Justin McCullough
409-550-6681 cell www.TurningMinds.com www.JustinMcCullough.com