putting social media to work for your small business ardent scope marketing

Ardent Scope Marke/ng

Catherine Marsden Founder, Managing Partner

Pu9ng Social Media to Work For Your Business


Social Media for Your Business •  Part 1: Why Has Sales and Marke/ng Changed?

•  Part 2: What are the 6 Main Social Media Channels and which ones are right for me?

•  Part 3: How can I /e it all together?


“Why change the way we Market and Sell our products?” “We’ve always done it this way” “We only do word of mouth.” “I don’t have @me.”

The Naysayer’s Common A9tudes toward Marke/ng and Social Media


First Understand that It is Different.

What is the first step in finding your right social media strategy?


Self Educate Online

Opinion of Others is King

Narrow Down Op/ons

60-‐70% of the Buying Cycle Completed Online First

What has changed in the last 5 -‐10 years?

Customers Need for Speed Reliance on Mobile Technology


Ques/on? Does it Really Pay to Spend Money on Social Media? Answer: Yes “Inbound Marke/ng costs a company 62% less per lead than tradi/onal outbound lead genera/on.” J. Walter Thompson Agency


1.  Build a Budget 2.  Integrate it with the rest of the

Organiza/on; Sales, HR, Marke/ng, IT

3.  Build Trust 4.  Formulate a strategy: Define

Success and Create a Sales Funnel

5.  Be True to Your Brand 6.  Be Consistent: Start Small and

Decide what is Do-‐able 7.  Add Customer Value 8.  Find the Right Keywords 9.  Monitor and Measure Results 10.  Experiment with New Channels

10 Commandments for Social Media: Thou Shalt:


Engagement •  Involves the total customer experience •  Start small but get everyone involved •  Dedicate a single-‐point resource •  GOAL: Create evangelists •  You have to have some investment. Bring your customers into the fold. Give them a story to tell about your business.

•  Co-‐branding with your customers.


Finding the Right Keywords •  Always Start with Your Website First •  46% of the people stated that the website’s design is the #1 criterion in deciding a company’s credibility

•  Social Media Always Points There •  Google Alerts

hip://www.google.com/alerts

•  Google Keyword Planner inside AdWords hips://adwords.google.com

•  Google Trends hip://www.google.com/trends/


Group Exercise: Finding Your Keywords


Part 2: Which social media channel is right for my business?


• LinkedIn

• Twiier

• Email Marke/ng

• Facebook

• Google +

• Blogging

Social Media’s Big 6


Why It’s Important •  Stay in contact •  Spy on Compe//on •  Locate Investors, fundraisers •  Publicize events •  Check references •  Build traffic to website

Ardent Scope Marke/ng •  LinkedIn Profiles To Do’s – Add brand keywords to the most important fields – Add up to 50 skills and rich media files to increase being found on LinkedIn

– Secure Recommenda/ons – Aggressively expand number of connec/ons – Set up free company page: Know the Difference – Start or Par/cipate in Groups – Use Advanced Tools to Target Market – Company-‐wide Team Effort

Ardent Scope Marke/ng •  LinkedIn Profile

Headline is SEO Rocket Fuel

Wriien in the first person “I”. Keyword Rich Press Release


Twiier: Why It’s Important •  100 Million Monthly Users •  Great for Mobile •  Fast News Source •  Mature Audience •  Indexed by Google: First 17 Bytes of Tweet SEO opportunity

•  Hashtags Categorize Content


•  What is a Hashtag? •  Categorizes content on social media. •  It makes your own content discoverable and allows you to find relevant content from other people and businesses.

•  You can make them up or use ones that are already out on Twiier

•  Hashtags can go viral


Start Lists of those you want to follow and make it public.

Tweet about a sale or event. Not what you are doing, but what has your aien/on

Company URL


Facebook: Why It’s Important •  Provides one-‐on-‐one conversa/ons •  Frequent reach to audience with messages tailored to their needs and interests.

•  Analy/cs gives you a deeper understanding of your customers and your marke/ng ac/vi/es.

•  Cri/cal for Business to Consumer Marke/ng

New Rules •  Have to reward customers for liking you •  Never use your personal network to promote your business

•  Can be Paid vs. Unpaid


Google +: Why It’s Important •  Google + is Google. Content goes directly into SEO •  Contributor to: Allows you to own your content directly and put

it directly into search •  Allows you to form communi/es Circles of very like minded

people. New Rules: •  Necessary place-‐holder for search but cannot be ignored. •  Almost acts as your own blog •  Early adopters here are very tech savvy and experimental


Blogging Content That Engages and Sells Why it’s Important? •  Blogging regularly more than doubles your chances of acquiring a new

sales lead through the blog •  Builds trust •  Improves your search results on the web. •  Content management system or CMS WordPress or Drupal What Can You Blog About? •  Highlight your customers and/or client success stories. •  Industry /ps and tutorials. Relevant news in the industry •  New product and/or service •  Elicit feedback from customers. •  Educate Your Customers/Clients: don't "hard-‐sell”

Ardent Scope Marke/ng Email Marke/ng Why is it Important? •  Key to staying in touch with your customers

•  Integrates all social media plarorms •  ROI is about $40.00 return for every dollar spent

•  Inexpensive way to go mobile

New Rules: •  Watch the frequency. •  Average Open rate roughly 18.58 % •  Watch the straight hard sell all the /me


Part 3: Pulling It all together


Google Analy/cs


Pulling It All Together: Hootsuite.com


Ques/on and Answers


[email protected]

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