Tackling the Big 3 (+1)How to Use Facebook, LinkedIn, Twitter and Google+ to Effectively Market Your Green Industry Business

Chris Heiler

What the…

The evolution of traditional “outbound” marketing

Your Website

Social Media

SEOContent Marketing

The inbound marketing model

Leads

What we’ll cover today

1.Who each social network is best for

2.What each network is best used for

3.Best practices for each network

Facebook is best for:

1. Small local business, like a landscape designer, to larger regional and national brands like retailers, growers and manufacturers.

2. Probably more effective for B2C companies but can also be effective for B2B companies.

How to use Facebook:

1. To connect and interact with your customers, peers and allied professionals.

2. As a real-time complement to your company website.

3. Marketing and promotion

5 best practices:1. Create a Facebook Page specifically for your

business. Don’t use your personal account.

2. Share lots of photos on your Page.

3. Show your Facebook fans “behind the curtain”.

4. Post 5 to 15 updates per week.

5. Develop an editorial plan and calendar for your Page.

5 best practices:1. Create a Facebook Page specifically for your

business. Don’t use your personal account.

2. Share lots of photos on your Page.

3. Show your Facebook fans “behind the curtain”.

4. Post 5 to 15 updates per week.

5. Develop an editorial plan and calendar for your Page.

5 best practices:1. Create a Facebook Page specifically for your

business. Don’t use your personal account.

2. Share lots of photos on your Page.

3. Show your Facebook fans “behind the curtain”.

4. Post 5 to 15 updates per week.

5. Develop an editorial plan and calendar for your Page.

5 best practices:1. Create a Facebook Page specifically for your

business. Don’t use your personal account.

2. Share lots of photos on your Page.

3. Show your Facebook fans “behind the curtain”.

4. Post 5 to 15 updates per week.

5. Develop an editorial plan and calendar for your Page.

5 best practices:1. Create a Facebook Page specifically for your

business. Don’t use your personal account.

2. Share lots of photos on your Page.

3. Show your Facebook fans “behind the curtain”.

4. Post 5 to 15 updates per week.

5. Develop an editorial plan and calendar for your Page.

LinkedIn is best for:

1. Recruiters and job seekers

2. Professionals versus companies

3. B2B professionals and companies

How to use LinkedIn:

1. As a recruiting and job search tool

2. To connect with your industry peers

3. As a prospecting tool (for B2B companies)

5 best practices:1. Create a personal profile. Don’t create a profile

using your company name.

2. Create a LinkedIn business page for your company and connect to employee profiles.

3. Fill out your profile completely.

4. Use LinkedIn as a prospecting tool.

5. Ask for introductions to potential partners

5 best practices:1. Create a personal profile. Don’t create a profile

using your company name.

2. Create a LinkedIn business page for your company and connect to employee profiles.

3. Fill out your profile completely.

4. Use LinkedIn as a prospecting tool.

5. Ask for introductions to potential partners

5 best practices:1. Create a personal profile. Don’t create a profile

using your company name.

2. Create a LinkedIn business page for your company and connect to employee profiles.

3. Fill out your profile completely.

4. Use LinkedIn as a prospecting tool.

5. Ask for introductions to potential partners

5 best practices:1. Create a personal profile. Don’t create a profile

using your company name.

2. Create a LinkedIn business page for your company and connect to employee profiles.

3. Fill out your profile completely.

4. Use LinkedIn as a prospecting tool.

5. Ask for introductions to potential partners

5 best practices:1. Create a personal profile. Don’t create a profile

using your company name.

2. Create a LinkedIn business page for your company and connect to employee profiles.

3. Fill out your profile completely.

4. Use LinkedIn as a prospecting tool.

5. Ask for introductions to potential partners

Twitter is best for:

1. Everyone on the planet…even cats and dogs

2. Individuals and companies, from small local businesses to large national brands.

3. Both B2C and B2B companies (each requires a different strategy)

4. Personalities

How to use Twitter:

1. To connect and interact with influencers

2. To display thought-leadership in your community and industry

3. To share content

5 best practices:1. Show some personality and be more open and

personable.

2. Focus on being more social as opposed to just publishing

3. Share other user’s content

4. Post updates more often than other networks.

5. Don’t rely on automation; be present

5 best practices:1. Show some personality and be more open and

personable.

2. Focus on being more social as opposed to just publishing

3. Share other user’s content

4. Post updates more often than other networks.

5. Don’t rely on automation; be present

5 best practices:1. Show some personality and be more open and

personable.

2. Focus on being more social as opposed to just publishing

3. Share other user’s content

4. Post updates more often than other networks.

5. Don’t rely on automation; be present

5 best practices:1. Show some personality and be more open and

personable.

2. Focus on being more social as opposed to just publishing

3. Share other user’s content

4. Post updates more often than other networks.

5. Don’t rely on automation; be present

Google+ is best for:

1. Small local business, like a landscape designer, to larger regional and national brands like retailers, growers and manufacturers.

2. Probably more effective for B2C companies but can also be effective for B2B companies.

How to use Google+:

1. To connect and interact with your peers and allied professionals.

2. As a real-time complement to your company website.

3. For search engine optimization (SEO)

5 best practices:1. Create a Google+ Page for your business, don’t use

your personal profile (just like Facebook).

2. Be sure to claim your Google+ Local listing (Google Places).

3. Share content from your company website and blog on your Page.

4. Encourage your followers to share and +1 your posts.

5. Use relevant keywords in your updates.

5 best practices:1. Create a Google+ Page for your business, don’t use

your personal profile (just like Facebook).

2. Be sure to claim your Google+ Local listing (Google Places).

3. Share content from your company website and blog on your Page.

4. Encourage your followers to share and +1 your posts.

5. Use relevant keywords in your updates.

Facebook Page Content Plan worksheet

Infographic: The 11 Most Important Social Networks & Apps for Green Industry Companies

E-Book: How to Enhance Your Internet Presence with Social Media

http://www.landscapeleadership.com/infographic-social-networks

http://www.landscapeleadership.com/worksheet-facebook-plan

http://www.landscapeleadership.com/how-to-enhance-your-internet-marketing-with-social-media

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Get in touch

(800) 681-9169chris.heiler@landscapeleadership.comwww.LandscapeLeadership.com@Inbound_Agency@Chris_Heiler