for small business - amazon web...
TRANSCRIPT
Simplifying Social Media for Small BusinessJanuary, 24th 2019
Intro ● Presenter: Paul Clem
with Yak Social
● Overview
○ Social Media Basics
○ Advanced Social Media Marketing
■ Websites, Social Media Accounts, and Advertising
● What are you here to learn?
What do you want to accomplish with Social Media? - Set a goal(s) and map it out!
● Build “word of mouth” exposure● Engage with your fan base/customers● Position your business as the best/leader/expert● Drive traffic to website● Get leads● Increase sales/bookings
Social Strategy = Content Strategy + Advertising Strategy + Community Management
Stats and Facts
● 1.5B Daily Active Users● 2.3B Monthly Active Users
○ (2.6B Across ‘Family of Apps’)■ (Facebook, Instagram, WhatsApp, Messenger)
● $13.75B in Ad Revenue, Q3 2018● Facebook accounts for 20% of all online marketing.
■
Why doyou need a website? 👉
● Allow people to find you
● Tell people what you do
● Build trust and credibility
● Demonstrate value
● Convert people into customers
What doesyourwebsite need? 👉
● On brand○ Consistent coloring, images, logo, etc
● Easy to navigate ○ One page may be all you need
● State your purpose○ Tell people what you do
○ (Ex: We do ____ in ____ for ____)
● Value building○ Demonstrate how what you offer brings
value to your customers.
What doesyourwebsite need? 👉
● Trust Building○ Testimonials, case studies, certifications
● Contact○ Phone #, Email, Contact Form, Social
Links
● Mobile first
If anything, keep it simple - a website with one page and a few key pieces of information will likely make a bigger impact than having 20 pages and too much information.
Questions?
Promoting Your Website
● SEO
○ (Organic Search)
● SEM
○ (Search Engine Marketing
● Paid Social
○ (Facebook, Instagram, Etc)
SEO
Using keywords and content on your site, including backlinking from other referring sites, to show up higher in organic searches.
Basically, a search engine will rate your sites relevance and popularity to determine where you will show up in a search.
SEMSearch ads show up on search engines when people search for you.
● Active Advertising
● Keyword Based
Pros, get in front of a relatively small amount of people when they are looking for what you offer, get somebody while they’re in a buying mode.
Cons, IT IS EXPENSIVE, quick hitting, doesn’t build any branding and credibility (example)
Paid SocialSocial Ads allow you to put your business in front of everyone who is interested in ____ who live in ____ or are traveling in _____
● Mostly Passive Advertising● Thousands of targeting options
○ (More on that later)
Beyond targeting a Cold Audience, Retargeting can keep you in front of people who have already found you on a search engines, social media, or through referral.
Which strategy should you be focused on?
All of them, but we’re here to talk about Social Media.
Questions?
Getting started...
Personal Facebook PageVs.Facebook Business Page
Personal Facebook Page
● Every Facebook account has a
personal page associated with it
● You MUST have a personal page to
use Facebook
● You DO NOT have to use it actively
● Posts go to friends
● More private than a business page
Primary functions:
● Connect with people by “friending”● Engage with others● Follow businesses/organizations● Connect through groups ● Basically, using Facebook as a
Facebook User
Facebook Business Page
● Created by your personal account
● Not a separate account
● More than one person can
manage/have a “role” on the page
● Posts go to fans
● More public than a personal page,
can be found by anyone, and
anyone can see your content
Primary functions:
● Accumulate Fans/Followers● Curate and create content to drive
to your community of fans● Engage with your customers● Advertise your business
○ NOTE: You need a page to run ads
● Owned by Facebook, so integration is easy
● Simpler design, more one dimensional
● Driven by photos/videos
Primary functions:
● Accumulate Fans/Followers● Curate and create content to
drive to your community of fans● Engage with your customers● Advertise your business
○ NOTE: You need an account to run ads
Questions?
How to get your first fans/followers
● Invite your friends/family on Facebook○ Not everyone sees your
invites● Invite your friends/family through
email (send a link)
● Invite your past customers/clients
Make it known!
● Email signature● Links to social on website● Print materials
● Encourage your current and future customers/clients to follow your business on social media - tell them why you should
Managing Your PagesCreating Content & Community Management Best Practices
How oftenshouldyoupost?
● Quick Answer: As often as you can, but you’re asking the wrong question…
● It should be: Do you have good content to post?
○ If yes, and IF ONLY yes: as often as you can
So what’s good content?
What to prioritize when developing content
● Relevance○ Is this something that your
audience is interested in?○ Is it useful?
● Engaging○ Will your audience engage
with this content? ○ Are you encouraging
engagement?
● Attention Grabbing○ Is this something that will
grab their attention? ○ How does this stand out?
Who cares?Speak to your audienceTell your story!
In today’s Social Media landscape, you are a media company, and your audience wants content that is relevant to them.
How can you make your content relevant, engaging, and attention grabbing?
● Video, video, and more video
○ Consider going live
● Stay on topic
○ If people expect ___, then give them ___
● What are your competitors doing?
○ See what’s working for others
Your action items
● Just get started!● Post when you have good
content● Always use photo(s) or video● Proof your content● Tell a story and connect
● Manage your community
Community Management (engaging with your followers)
● Always respond to comments, reviews, and private messages
Facebook Groups
● Private or public
● Facilitate a conversation
● More engagement
● Typically community driven
Questions?
How can you measure success?
● Reach
● Engagement
○ Likes, Comments, Shares
● Clicks/Actions
○ Via publishing tools
● Video Views (if applicable)
You made a post and it reaches no one… 😱
● 2 Reasons…
○ You have no or very little fans
○ Your content was not engaging
Solution:
Invite more people,
test your content, and
be patient.
It takes time.
That’s the long term strategy…
● Reach more people● Get more engagement ● Target location, age,
gender, and interests● Short term “boost” ● Made from your page
Boosting a Post(Advertising Lite)
Paid Social Advertising
● Advanced targeting● Utilize Facebook pixel● Split test (A/B testing)● “Lower funnel”
optimizations ● Outcome driven
Boosting a Post(Advertising Lite)
Questions?
What Have We Covered?
● Websites ● Digital marketing strategies● Facebook business page● Organic content● Paid social advertising
Paid Social Advertising What’s possible, what’s important, and what’s realistic
Paid Advertising● Created through ad
account
● Shows in feed + more
● Targeting
● Optimizations
● Measure success based on objective and performance tracking
Organic Content● Comes from page
● Shows in feed
● Reaches fans/followers
● Measure success by engagement
● Measure effectiveness through reach
What Is It?
Facebook Ad Placements
● Desktop Newsfeed ● Mobile Newsfeed● Instagram Feed● In Stream● Stories
● Instant Articles● Right column
(desktop)
Facebook Ad Objectives
● Reach/Brand Awareness ● Website Traffic● App Installs● Video Views● Lead Generation
● Engagement● Messages ● Conversions● Catalog Sales● Store Visits
Facebook optimizes ad delivery based on your objective...
Facebook Ad Targeting (Core Audiences)
● Location○ Zip, City, State, Country
● Demographics○ Age, Sex, Relationship
Status, etc● Interests
● Behaviors○ Travel○ Shopping○ Small business
owners○ Etc.
Facebook Ad Targeting contd.(Custom Audiences)
● Email/contact list● Past customers/clients● Website visitors ● Video viewers● Page engagement
● Lookalike audiences ○ From past sales,
clients, contact lists, website traffic, etc.
● Facebook ads run on an auction.
○ Bid manually or auto - based on action
● What to know:
○ Let Facebook optimize - run lowest cost
Advertising Budget&Facebook Ad Auction
● Page● Ad format● Creative● Ad copy● Link● Newsfeed link
description● CTA Button
Ad CreativeOptions
● Page● Ad format● Creative● Ad copy● Link● Newsfeed link
description● CTA Button
Ad CreativeOptions
● Single image● Photo Carousel● Video● Lead form● Slideshow● Events● Full screen experience
FacebookAd Formatshttps://fb.me/1GSHlgr5cy0FBop
Questions?
Let’s build an ad
Questions?
Facebook Pixel
● Track website traffic/analytics
● Optimize ad delivery for conversions
● Create and reach custom audiences
● Audience insights ○ Advanced metrics
regarding your website visitors/customers
Retargeting - advertisements targeted to consumers based on their previous internet actions, i.e. Visited a Webpage, Watched a Video, or Opted-In (via custom audiences)
Questions?
What does this all lead to? … a Sales Funnel
In digital marketing, a Sales Funnel is a process of taking someone through a path to purchase step by step based on actions they take online.
Awareness● Cold Audience
Consideration ● Retargeting
Conversion● Purchase, booking,
sign-up, etc
Awareness● Cold Audience
Consideration ● Retargeting
Conversion● Purchase, booking,
sign-up, etc
Interests, Age/Location,
Core audiences
Website visitors,
Video viewers,
Email lists
Opted in, sent message, viewed content
Getting started with ads
Tracking progress and reporting
Tracking progress and reporting
1. Decide desired outcome
2. Create an offer3. Build creative assets4. Choose optimization5. Identify audience6. Test, evaluate, tweak
Order of Operations
Designing goals to drive sales or desired action
Questions?