Social Marketing Prepared for

Agenda• Understanding the basics – Purchase funnel / Strategy• A case study – from startup to kick-off – songs for seeds• Search and location – Google• Social Media outlets• What’s next

• Digital, Mobile and Social trends in 2016

Before we think about he tools at hand…

• A sound, well thought-out and grounded strategy is what counts!• Social Media / Digital / Mobile are media

channels for consumers. • Is easy to get lost in the novelty of apps and

Social Media.• Does your business has a communication

strategy?• Is that strategy align with your product/service?

• Does it help to sell/promote your product?• Does it connect your brand with consumers?• Are you ready and willing to listen and not broadcast?

What is your consumer’s purchase funnel?• How do the enter the category?• How do they become aware of

new products?• What motives them to buy?• What drives re-purchase?• How can I influence them to not

only buy but to love my product?• Brand evangelists

Awareness

Interest

Desire

Purchase

Re-Purchase

Brand Ambassador

Buying is a PROCESS not an isolated decision

The Old WayHow consumers used to buy

Sales enters buying process early on

Sales answers questions

Difficult for customers to research choices

Marketing restricted to early awarenessand consideration phases

The New WayHow consumers buy today

Sales enters buying process later on

Consumers find answers to most questionsbefore engaging sales

Endless research options online

Marketing plays strategic role across all stageswith content delivery via search + social

Case study – songs for seedsStep by step… and missteps

The digital world business card!

• Don’t underestimate the power of your website.• First thing most people

get to see after online search.

• It’s your digital hub.• It tells the world who, where

and when.• Most importantly, it tells

Search Engines about you.• Invest in a good webpage.• Your graphic designer and

web designer are your key allies.

Evaluate your web page• Is it friendly – Mobile 1st?•What greets them?• Is it easy to read?• Does it tell a story?• Can you navigate it easily?• Can you find what you are

looking for?• Generates TRUST?• Does it motivates you to act?

SEOSEO – Search Engine Optimization

Search Engines

• Engines learn how people search for information.• Most frequent words used.• Searches done by other users over time.

• How do they work?• Math algorithms that rank results in order of importance. • Semiotic analysis.• Geo-location• Codes.• Number of people that reference the subject/topic.

Google your Business• https://www.gybo.com/• Tell Google you are a

business• Get location certified• Fill out basic info

• Location• Contact info• Web page• Photos

• Provide a place for reviews.

AdWords – Search advertising

Newsletters work… in a way• They are made up of people interested in your business.• It’s a way to deliver a message, keep news flowing, let

folks you are active.• You can link to your website and social media creating

traffic. • Email clients help you track effectives, open rate, fans

and to manage your email list / unsubscribed and bad emails.

• Emails are currency… You need to collect them like pokemons. • Events, trade-shows, parties, contests

Email Golden Rules• Visual does it – Less words, more

pictures. • Avoid SPAM or oversaturate

readers.• Make it interesting!• Content in King – Relevant and

engaging content is GOLD.

• Have an objective – what do you expect consumers to do.

Social MediaNow things get interesting!

Social Media secret formula? • Build followers – it takes time.• Generate and share interesting

content:• Participate• Comment• Share• Engage! (Social is a contact sport)

• Social Media biggest asset is not to be able friend someone but to tap and influence their network.

Premises to consider• You are not always in control! • Is a conversation - Listen!!• Learn to incentivize engagement by

providing Value• Learn to leverage insights.• Understand that EVERYTHING is public.• Have a consistent strategy.• Have a crisis / PR plan and execute when

need it.• Don’t be an aggressive seller. • Interact/ engage/ Be thankful.• Is not a web page… not a substitute.

Facebook Pages• Broad audience – from moms

to dads to grandparents*• Likes, shares and comments

increase your reach• You can promote posts /

events with paid advertising to reach target audiences and boost other marketing efforts – digital and offline.

• Targeted advertising through Ads Manager.

Ads Manager• Controls

• Budget• Schedule• Placement• Target (it can get very

detailed)• Geolocation• Demographics• Social Media

Instagram• Highly visual and promotional• Emotional • Great to share and promote

experiences/moments• Younger generation – fits target profile• Filters, videos, audio • #Hastags are search criteria • #music / #toddler class /#baby music /

#cincinnati

Twitter• Not greatly used by the target but

relevant to the business / industry.• But very relevant for city/area industry

influencers (bloggers, publications, places).• Cincinnati’s best news agency if you

follow the right people – curate your feed.• More relevant for personal branding.

What’s next for songs for seeds?• Create stories – visual blog• Pinterest to share news, tips and

be a hub for toddler development and enrichment

• Continue digital + offline advertising

• Develop cross marketing initiatives with marketing partners• Promote partners in songs for

seeds social and webpage

• Learn, adjust and move forward!

7 Digital (Marketing) Trends Impacting Business in 2016

• Mobile dominates desktop. Mobile 1st completely displaces Mobile-friendly.

• Visual marketing leads online content initiatives with quality over quantity.

• Social networks as shopping platforms will gain traction (Social Commerce).

• The omnichannel customer is officially here!• Traditional and digital marketing integration will

rise.• Experience design rises as the new frontier.• Digital assistants will drive a new type of

optimization.

A Digital Marketing Check List for the Mobile Age

• Think mobile 1st for everything that you do.• Get a Responsive Website for the

multiscreen world.• Take Social to the next level, add Social

Commerce to your mix.• Design and implement an Omnichanel

experience for your customers.• Embrace visual Marketing to your

advantage (Visual Web).• Quality over quantity on content – Become

a storyteller.• Make Agile SEO your new norm

Provided by CNBC