the art and science of social media marketing for small business

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

The Art & Science of Social Media Marketing for Small BusinessAdam Dince, Director of Earned Media @adamdince

#smallbusinessrevolution


About Me @adamdince

• Director of Earned Media

• MBA candidate @ St. Catherine University

• Over 15 years of experience in online marketing both B2B and B2C


People use social media for…


Businesses use social media for---well, business


Causing a social disconnect between people and businessesBuy our New

England Patriots

Boxer ShortsDid you see the Patriots

game on Sunday?

I sure did! Man, that

Tom Brady is amazing!

Awkward


Which has led to increased ad-blocking


And businesses not seeing much of a return on their social media investments


But there is a way for businesses to win on social media

Understand how potential customers think about shopping and social media


The old way consumers went about making purchasing decisions

First Moment of

Truth

Second Moment of

Truth

Stimulus

At shelfIn-store

Experience

Source: www.zeromomentoftruth.com


The current way consumers go about making purchasing decisions


Social media has the opportunity to influence consumers from a variety of sources

Source: fleishmanhillard.com


Let’s align the data to social media marketing recommendations


Build brand awareness and

community

Build strategic partner

relationships

Engage with your audience

Engage with the Media

Carefully use sponsored content

to drive results

Engage with the media and local

figures

Let’s Deep Dive


The larger and more relevant your audience is, the deeper reach you have


Build brand awareness and

communityIf your business’s brand is likeable and integrated in the social conversation, the more you’ll stand out from the noise


Listen, respond and grow awareness & communities


Listen and respond with Twitter


Listen and respond with Facebook & LinkedInB2C - Facebook B2B – LinkedIn Pulse


Listen and respond with Instagram


Every major social network allows you to listen and respond


Strong social calls-to-actions on your website


Promote in-store


Use custom audience + email match

https://www.facebook.com/ads/manager/audiences/?act=10153535023034458&aln=datafile


Retarget website visitors on social networks

User visits Website and a retargeting cookie is dropped

Same users are retargeted on Twitter

with content & possibly “follow” you

Same users are retargeted on Facebook with content & possibly

“Like” you.

http://www.adroll.com

http://www.adroll.com/


The more relevant partners you have, the more likely you are to be recommended by a trusted source


Build strategic partner

relationships


Deluxe has built strong partnerships


Which may result in conversation that builds credibility


Which can lead to links that increase findability in search engine results


Think about how you can leverage already established partnerships• Vendors

• Retailers

• Event locations

• Manufacturers

• B2B customers

• Non-profit organizations


Spend time networking offline

Source: www.bestlegalresource.com

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0CAYQjB0&url=http://www.bestlegalresource.com/you-never-know-where-your-next-client-or-referral-will-come-from/people-networking-event&ei=narPVPDPI8acNoz4gsAB&bvm=bv.85076809,d.eXY&psig=AFQjCNF3Iz-z4WpSKVHepc6CfUPUJ1PlGA&ust=1422982165650423


Improves your business’s chances of being top-of-mind for consumers


Engage with your

audience

Gives your business the chance to influence purchase behavior


Talk with / not “at”• Asking our social networks to keep up

with us on a regular basis is not a small favor.

• Reward them with showing that you’re just as interested in them as they are in you

• They may well reward you with loyalty and business


Share helpful content• Mix your sales and promotional

content with informative and useful content

• Research your audience, find out what they’re interested in and share content related to them

• You don’t have to write the content—you can share helpful information from 3rd party websites


Share your network’s content• We like to ask our networks to SHARE

our content (which helps us)• How are we reciprocating?

• Why would our audience care about our success if we don’t care about theirs?

• What if we were able to build up mutual admiration with your audience?


Pin best content to your profiles


Improves your business’s chances of being top-of-mind for consumers


Engage with the media and local figures

Engage with the media and local figures

Gives your business the chance to influence purchase behavior


Opportunities to connect with the media and influential figures• Grand Openings

• Great opportunity to share your business story with the local news

• Weekly newspapers and radio news outlets will cover business grand openings and give the owners a chance to talk about their business to a larger audience

• Invite local celebrities to attend

• Calendars • Most communities have news outlets with weekly calendars

• In their best interest to let the local community news outlet know to include in the calendar of activities

• Make yourself an expert• Providing your experience and expertise to local news outlets will help shape the public’s opinion of your business

• Example: Accountants giving advice on key tax write-offs for business owners

• Calling local newspapers or radio stations to see if they will be writing stories on these topics can insert your business into the overall media mix

• Give back to the community• The media loves feel good stories. So when you do something positive in your community, make sure that the press is aware of it


Carefully use sponsored content to drive results


Carefully use sponsored content to drive

results

Using paid social advertising can:• Position timely promotions and offers in front of your target audience• Build brand awareness• Educate your audience on relevant issues


Facebook advertising allows hyper targeting


Facebook custom audience targeting


Social Coupons

https://ww.deluxe.com/small-business/social-media/coupons




Twitter audiences can be targeted through ads

Disclaimer:I’m not a fan of Twitter ads. Test it, measure results and if you’re not finding value, spend your money elsewhere


Instagram ads for visual brands


Snapchat On-Demand Geo Filters


Summary• The best practices

• Build brand awareness and community• Build strategic partner relationships• Engage with your audience• Engage with the media and local figures• Carefully use sponsored content to drive results

• Make sure you’re dedicating the right number of resources

• Get expert help where you need it

Visit deluxe.com

https://www.deluxe.com/