Post on 21-Feb-2017
Crowds with CashAlternative Financing is a Mixed Moneybag
of Opportunity for Small Business
Hello!
Welcome to Manta’s Small Business Expert Series
Thanks for joining us today.We’ll get started right at 2 p.m. EDT
#mantaexperts Today’s webinar is sponsored by
Social Media is Pay to PlayLearn How to Make it Pay Off
#mantaexperts Today’s webinar sponsored by
CEO
WelcomeJohn Swanciger
Open the resource list to see John’s blog post on social media
Q&AResource listTechnical ?
Today’s sponsor
The Story
U.S. social media ad revenues will reach $15 billion by 2018–BIA/Kelsey
We’ll Talk
AboutSocial Media is Pay to Play—Learn How to Make it Pay Off
Meet the expert: Susan TuckerPoll
Social media and small businessWhy social media is pay to playSetting goals and strategiesPollPlatforms, ads & campaign examples
What you want to talk about: Q&A with Susan
Meet Our Expert
Click on the speaker widget to learn more about Susan Susan Tucker
• Manta’ s social media survey
Yes: 50.9%No: 49.1%
• Are you willing to pay?
• Primary goals are (79%)• Acquiring & engaging new customers• Driving awareness/marketing• Gaining lead gen/referrals• Building community• Retaining current customers
We don’t use social
media
Click on the resource list to link to Manta’s social media survey
Social Media and Small
Business
• Lack of understanding
• Why it’s changed• Reduced organic reach
• No longer free
Social Media is Pay to
Play
Social media isn’t about what you’re doing there; it’s about what your customers are doing there
• Branding campaigns• Targeted product campaigns• Event campaigns• Lead generation campaigns
Paid Social Media
Advertising
Paid social media advertising integrates paid promotion with free tools already available
Strategy &
Goals
• Forget set it and forget it
• Your strategy and goals must work together
• Set SMART goals
• Know your customers
• Map to platform and campaign
This is not a strategy
Click on the resource list to get a copy of Susan’s SMART marketing goals template
Accredited Investors• Three platforms
• Creating ads
• Real life examples
• How to hypertarget on each platform
Open the resource list to get Susan’s article about choosing the right social media site
The Platforms: Ads &
Examples
• Biggest player
• Largest audience
• Easy to use
Open the resource list to link to Facebook’s business page basics
Objectives (your desired end result)• Send people to your website• Increase conversions on your website• Boost your posts• Promote your page• Get installs of your app• Increase app engagement• Reach people near your business• Raise event attendance• Get people to claim your offer• Get video views
Local awareness calls to action: “click to call” and “get directions”
Faceboo
kLocal Ad
• Objective: Reach people near your business
• Target: people within 3 miles of the store during the holidays
• Budget: $10
• Reach: 1600 people
• Result: generated 15 clicks
Faceboo
k“Like” Ad
• Objective: Promote your page
• Target: geographical area
• Budget: $1 per day–runs constantly (with new creatives)
• Avg. CPC: less than 50 cents
• Result: 2-3 new water delivery customers per week at $19
Creating Facebook Ads
Choose your
objective
Creating Facebook
AdsChoose your
audience
Creating Facebook Ads
1. Choose your objective2. Choose your audience3. Set your budget
Choose your
budget
Creating Facebook AdsCreate your
ad
Creating Facebook AdsMeasure your
results
Open the resource widget to get Susan’s Social Media Ad Savvy Checklist
Hypertargeting with
Facebook• Location
• Gender
• Likes and interests
• Relationship status
• Workplace
• Education
• Lifestyle
Open the resource widget to get Susan’s Social Media Ad Savvy Checklist
• 271 million active users
• Promoted tweet
• Promoted account
• Promoted trend
Promoted Tweets
• Targets U.S.• Small business owners• #socialmedia
Open the resource list to link to Twitter’s business page basics
Hypertargeting using
• Existing followers
• Users like your followers
• Location
• Keywords
• Tailored audiences
• Gender
• Target based on hashtags#mantaexperts
LinkedI
n• World’s largest professional
network—great for B2B advertisers
• Not just for jobseekers & headhunters
• Sponsored updates
• Display ads
• Direct sponsored content
LinkedIn Ads
• Uses specific landing page• Targets industry & country• Resulted in 150 new contacts
Open the resource list to link to LinkedIn’s business page basics
Hypertargeting on
• Job title/function
• Industry
• Geography
• Group membership
• Company size
Ask the Expert
Connect with other business owners in the Manta Community
Chat with Susan immediately following the webinar#mantaexperts
Open the resource list to get more information about our upcoming and on-demand webinars
Susan Tucker
Today’s webinar is sponsored by
Manta believes in empowering small businesses to achieve success. We’re inspired by your determination and energy. And we understand that every company is unique.
We strive to provide the marketing tools and educational resources you need to stand out, connect with your customers and your peers, and grow your business.
Send us a note and let us know what you’d like to learn from upcoming webinars like this one.
events@manta.com