Is your company on Facebook or Twitter? Are you curious how your time and resources are being used on Social Media Marketing? You’re not alone!

Social Media & Digital Marketing are the fastest growing sectors of advertising at the moment and having a clear, concise goal for these assets is imperative.

When you start your social media marketing, you must think of:

  • WHO will maintain your social voice?
  • WHAT do I expect to get out of social media?
  • HOW will you convert fans to money?
  • WHEN is the optimal time to make posts?
  • WHERE can I find qualified fans?

WHO will maintain your social voice?

Handing over the reins of your social media marketing should be hard. You are entrusting someone with the identity of your company. They are going to be responsible for creating and fostering a community of brand enthusiasts.

When you make the decision of WHOM, you MUST make sure that this person is very well aware of your current marketing efforts so that all mediums are consistent with each other. Then, they must be able to create engaging and consistent content. If you’re online and there is no movement, you might as well just log off. The more your brand sits there with no content or incentives, the bigger the chance for people to unlike your page and move on to someone who actually communicates with them.

Giving someone control of your social media marketing is giving someone control of a 24/7/365 advertisement for your company. WHO is knowledgeable enough about your business to be given this amount of responsibility?

WHAT do I expect to get out of social media?

If you jump in to social media marketing without thinking through your goal, you will be wasting valuable time. When speaking with clients, we ask for clear, succinct goals for their social media. Telling us that you want more fans is a given. Everyone wants more fans. But telling us that you’d like to sell 10% more of your product this month compared to last month is even clearer to us.

Knowing what you want your end result to be will help determine the kind of strategy to implement. If you want to sell more this month, your posts should reflect that – more posts about the product, pricing points on the product, information about the product, etc.

To that end, whatever you’re expecting out of social media will only be received by what you put in to social media. If your posts are nonchalant and off-topic, don’t expect to meet your goal.

PS. Don’t forget to let the person who’s handling your profiles also know what your monthly goals will be.

HOW will you convert fans to money?

Unfortunately, while social media is a 24/7/365 advertisement, it doesn’t always mean that people will flock to you to buy what you’re selling. Like with any form of advertising, consistency is going to be the key.

Fans have liked or followed your company for a reason. You’ve given them some kind of incentive to be a fan. Because of this, you must continue to hammer home your company name, products and services. The more consistent you are, the more you will be on the top of people’s minds when it comes time to buy what you have to offer.

Facebook received a lot of scrutiny recently when GM decided to pull all of their Facebook marketing budget. Claiming that the money would be allotted elsewhere because social media wasn’t ‘selling cars’ was a big eye-opener for the rest of the Facebook Advertising world.

While it may be hard to track exactly how many people bought a car directly related to any Facebook Advertising, it’s more than obvious that the marketing they put in place online was designed  to work directly with traditional advertising – TV commercials, radio commercials, print ads, etc.

Maybe GM forgot that social media was meant to be SOCIAL. The more people hear and see the product you’re selling, the more apt they will be to buy in the future and if you’re being social in the process, the more willing they’ll be to buy from you BECAUSE of your social-ness.

WHEN is the optimal time to make posts?

This has been the golden question for a while now and just like any advertising that’s done for any client, the optimal posting time for every single business is going to be different. Learning what time is going to be the best time to post is going to take some time to figure out.

Utilizing your Facebook page statistics will be the key. By analyzing data, you’ll be able to see which posts are creating the most engagement, which posts are being seen the most, which posts resonate with your potential clients the most, etc.

When you initially start your social media marketing, you’re literally creating a community from scratch. Since that’s the case, you will want to post at various times of the day in order to figure out what is working for you and what isn’t. This also works for businesses that’ve got a great presence online. It’s never too late to monitor what works and what doesn’t.

Recently, Buddy Media, a social media marketing suite that was bought by Salesforce.com, put out a study:  Strategies for Effective Facebook Wall Posts: A Statistical Review. In this study, they consistently remind businesses that every company is going to be different and figuring out your own optimal posting times will take some time, but they do offer some very interesting insights by industry. Take a look at a few of them below:

Entertainment Industry: Don’t overlook the weekends! With mobile usage growing, many of this industry’s target customers are extremely active on Saturday & Sunday.

Media Industry: Stay away from Mondays!

Retail Industry: Take a look at Sunday; think twice before posting on a Friday.

Automotive Industry: Sunday is your friend!

Business & Finance Industry: Engagement peeks mid-week.

Food & Beverage Industry: Engagement high mid-week and Saturday.

Healthcare & Beauty Industry: Look at Thursday!

Sports Industry: Post more on Sunday!

Travel & Hospitality: Look towards the end of the week.

In addition to this industry breakdown, Buddy Media also stresses the importance of creating short and engaging content while also creating concise calls to action. Don’t forget to include words like: Click here, LIKE us, Follow us, Call us, Stop by, submit, share, comment. You’d be surprised what people will do if you ask them to!

WHERE can I find qualified fans?

Our recent blog post, 3 Steps to Better Facebook Fans, and our subsequent webinar, delved into this topic at length. You can read that blog here.

In a nutshell, you must give fans some kind of incentive to LIKE your page. Use things like coupons, specials, giveaways, etc., to entice people to your page. Once they are fans, it’s up to you to keep them!

Facebook ads are another great way to target your specific demographic. With the wealth of user information, Facebook can offer some really great options when advertising. Pricing is open and based on your budget and can be bought on a pay-per-click or pay-per-impression pricing scale. We’ll be offering an in-depth webinar about Facebook ads in the future, so be on the lookout for that.

Finally, cross-promoting can help you find more qualified fans. If your advertising is consistent, your TV commercials should be highlighting your website which should highlight your Facebook page which should in-turn highlight everything else. Adding your pages to store receipts, posters, business cards, brochures, websites, commercials, etc., gives your core customers the opportunity to find you online.

By taking all of the above into consideration, you’ll have a better idea of how your social media marketing is working for you. Just remember that this is one piece of advertising that will stick around after 30-seconds. People can come back to your page at any point in time to see what you have to offer. What will they see?

Written by Danita Maldonado, Director of Social Media, SDB Creative Group

SDB SocialLink is a product of SDB Creative Group offering social media and digital solutions for businesses. For more information about SDB SocialLink, check out our website: www.sdbsociallink.com.

SDB Creative Group is a full-service marketing and advertising firm. For more information about SDB Creative Group, check out our website: www.sdbcreativegroup.com.

SDB Creative Group. Focused on your success. Empowering your future.

Connect with us here:

www.facebook.com/sdbcreativegroup

www.twitter.com/sdbcreative

www.youtube.com/sdbcreativegroup

www.pinterest.com/sdbcreativegroup

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http://www.linkedin.com/company/sdb-creative-group

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Social media marketing requires a change in the way you think advertising works. In a very short time, social media has overtaken just about every activity that we do online and has become a huge asset for businesses looking to capitalize on the exploding usage. One of the biggest mistakes that business owners make when jumping into the social media pond is that they focus on the quantity of fans, as opposed to the quality of fans.

So, how can you find better Facebook fans?

When finding the right TV shows or radio programs to advertise on, it’s all about ratings. Which shows get the MOST people watching them so that you have the BEST chance to be seen? This net casting approach usually works for more traditional mediums, but could it be the opposite for social media?

In 2011, the average business had 600 hundred fans on Facebook. That number included giants like Target and Wal-Mart with millions of fans, right alongside your local merchant who only had 95 fans. Does more fans = success? More importantly, does more fans = more sales?

Recently, I saw an article where a business owner was being interviewed. He was super excited about having lots of fans for his business Facebook page. When he was asked if those fans lived in the area, he replied that only about 20% of them did. When asked if those fans were targeted prospects or random people living in the area, his response was, “I don’t know”. Like many businesses, this owner was too concerned with how many fans he had instead of being concerned about the quality of fans he has.

Having more fans on Facebook will not get more customers buying your goods and services. For instance, I could be a fan of a knitting store’s page, but I don’t knit and I don’t think I will probably ever knit. I am probably only a fan because I tend to like lots of pages or maybe they just happened to have some contest that my friend was entering and I had to like them for her to get entered. Am I a quality fan for this page? Would I be someone that will buy anything, ever, from this business? It doesn’t take a genius to say, “No!”

Let’s say the knitting store has 400 fans but only 20% of them actually have an interest in knitting. That means 320 of us are not ideal fans. So although a business having 400 fans may seem more impressive than a business with only, say, 97 fans, less might be more in this instance.

Think about it: Let’s say all 97 of those fans are true knitting customers, true brand advocates and the goal of the social media campaign is to generate awareness about their store. With a consistent message, those 97 fans will be more likely to shop there for their knitting supplies and will, more than likely, refer the knitting page to their other friends who like to knit. These 97 fans will offer a much bigger ROI than 400 so-so prospects.

See? Less is more.

So here are 3 steps to build better, more qualified fans for you social media marketing.

  • Create An Offer – But not just any offer. Create one that people who buy or people who could potentially buy your goods and services will enjoy and want to use. Everyone loves a deal! Maybe it’s a free widget from the widget store page if you get more friends to also like their page. Or, maybe it is a free spool of specialty yarn if you like something on that yarn store’s page. I probably wouldn’t do that. What am I going to do with specialty yarn? But the knitting page fans would probably be stoked.
  • Use Facebook Ads – Advertising on Facebook is easy and offers some extremely targeted capabilities that makes finding the right fans for your page even easier. If your target audience is women in a 10 mile radius from Midland, TX who are over the age of 35 who like working out & Dr. Pepper, you can specifically target them with Facebook ads. If your ad is only being shown to them, you have a better chance of making them a fan. Then, you can win them over with your great content and information.
  • Cross-Promote with other forms of advertising – Social media will make your marketing stronger. Think of social media as the icing on the cake. It can be good by itself but will be so much better as part of a cake…er, comprehensive marketing plan. So tag your TV and radio commercial with “Like us on Facebook”, make sure your collateral pieces reflect your social media marketing efforts by adding links or icons to business cards, brochures, email signatures, websites, etc. and don’t forget to make sure every person who walks into your business knows about your pages – whether it’s with huge posters as they walk in, more subtle tactics like a link on the receipt or just a simple, “Thanks for coming. Check out our Facebook page for more offers and fan giveaways.”

Not sure how to make all of this happen? We can help! SDB Creative Group offers social media solutions for businesses of all sizes. Whether you’re looking for training and consultation in order to manage and maintain a social presence on your own or whether you’re looking for complete, managed programs, we have something for everyone. Contact our Director of Social Media, Danita Maldonado, at 432.218.6736 to see how you can get your business social.

Written by Dedee Boring, VP, SDB Creative Group

For more information about SDB Creative Group, check out our website: www.sdbcreativegroup.com.

SDB Creative Group. Focused on your success. Empowering your future.

Connect with us here:

www.facebook.com/sdbcreativegroup

www.twitter.com/sdbcreative

www.youtube.com/sdbcreativegroup

www.pinterest.com/sdbcreativegroup

https://plus.google.com/106649371617059204437

http://www.linkedin.com/company/sdb-creative-group

Every week, we’re breaking down the 5 Key Strategies for a Successful Oil Show. 

This week, we discuss ‘Staff Training.’ Read on for 18 Training tips as you plan for this year’s Oil Show…or for any trade show or expo.

Staff Training

  1. Practice, practice, practice.
  2. Brief your team on common trade show espionage practices and how to defend against them.
  3. Give each booth staffer a specific role, with job expectations clearly spelled out.
  4. Stress the value of friendly greetings, polite manners, and appropriate body language.
  5. Take the time to familiarize your team with the lead collection technology you’ll be using before the trade show.
  6. Make sure at least some of the people going to the show are prepared to answer technical questions.
  7. Establish a dress code for your staffers: They’ll look more professional and act as better ambassadors for your company.
  8. Practice asking qualifying questions with your booth staffers.
  9. Product demonstrations are a great way to draw a crowd: Make sure your team knows how to give an effective, engaging presentation by having them practice before the trade show.
  10. If you are sponsoring entertainment, a speaker, or other event, make sure your team knows what to do during this time.
  11. Designate a ‘go-to’ person to act as a liaison with trade show management. The better your relationship with management is, the better your show experience will be.
  12. Read the exhibitor’s service manual it. It’s full of valuable information to help ensure a stress-free show.
  13. Establish a follow up protocol for hot leads, promising prospects, and likely customers. Use this protocol to turn leads into sales.
  14. Decide on your main message: make it a single, short sentence that’s memorable.
  15. Before the show, visit your booth as an attendee would.
  16. Arm your staffers with answers to common objections.
  17. Learn to more quickly disengage with unqualified attendees.
  18. Hold a contest to reward the staffers who take the highest quantity of qualified leads.

Can we help you with this year’s Oil Show or any upcoming trade show or expo? Give us a call at 432.218.6736 or check out our website at www.sdbcreativegroup.com.

Last week, we gave you the 5 Key Strategies for a Successful Oil Show. Each week, we’ll be breaking down those strategies.

This week, we discuss ‘Preparation.’ Read on for 32 Preparation tips as you plan for this year’s Oil Show…or for any trade show or expo.

Preparation

  1. Give yourself enough time: Planning and preparation for a major trade show can take 12 to 18 months.
  2. Prepare 3-6 engaging questions before the show.
  3. Create a booth that makes visitors feel comfortable.
  4. Initiate preshow promotions.
  5. Set measurable goals for the show.
  6. Think neatness and visibility when putting your trade show displays together.
  7. Build the impression of demand into your trade show displays.
  8. Use a prize drawing or contest to get people to your booth.
  9. Make it easy for booth visitors to get information and make sure that you have plenty of promotional literature on hand.
  10. Be ready to do business.
  11. Send friendly, personable people with a genuine enthusiasm for your company, your products and your services.
  12. Research the trade show before you commit: Does it attract a large number of people from your target audience?
  13. Involve top management in the planning process: You’ll get better results from your team if they know upper management is supporting their efforts.
  14. Plan for security as needed: you don’t want expensive prototypes or demo models ‘walking away’.
  15. Send enough people to ensure adequate trade show booth coverage throughout the show.
  16. Order services ahead of time. Making deadlines = big savings.
  17. Have an inventory list. Informing the crew supervisor of case counts is critical for check-ins and out-bound bills of lading.
  18. Schedule a vendor presentation: Even if just 20 people come to your talk, that’s 20 people you get to talk to, in-depth, for 45 minutes.
  19. Pick your booth location wisely.
  20. Finish all the travel arrangements and make sure everyone has the itinerary.
  21. Set your booth apart from others.
  22. Set up meetings with qualified contacts, bloggers, existing customers, the competition, and vendors.
  23. Have an “everything box”: pens, stapler, tape, paper clips, scissors, Velcro, name tags, paper, business cards etc.
  24. Do not rely on the venue’s internet connection. Bring demos that do not require the internet.
  25. Have a raffle.
  26. Don’t exhibit at a new show: exhibit at proven shows.
  27. Add some greenery or fresh flowers.
  28. Use white Masonite flooring to reflect light onto your booth.
  29. Invite Influencers and the press to your booth for special previews.
  30. Go green! Attendees & organizers do notice if you are ecologically conscience.
  31. Have shopping bags/folders available for any on the spot purchases.
  32. Put messages on your flooring.

Can we help you with this year’s Oil Show or any upcoming trade show or expo? Give us a call at 432.218.6736 or check out our website at www.sdbcreativegroup.com