Social Media Marketing for Independent Consultants

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smart marketing made easy ramped.ca Social Media 101 Shelley Mayer – Founder, Ramp Communications [email protected]

description

Twitter, Facebook and LinkedIn—everybody is talking about social media but how can it really work for YOU? Shelley Mayer, founder of Ramp Communications will present how three different independent consultants could use one of these tools to augment their existing marketing plan. This presentation provides practical, action oriented ideas and tips for how to get started with social media.

Transcript of Social Media Marketing for Independent Consultants

Page 1: Social Media Marketing for Independent Consultants

smart marketing made easy ramped.ca

Social Media 101

Shelley Mayer – Founder, Ramp Communications [email protected]

Page 2: Social Media Marketing for Independent Consultants

smart marketing made easy ramped.ca

Presentation Outline

• Facebook Case Study – Nutrition Consultant

• Twitter Case Study – Small Business Coach

• LinkedIn Case Study – Lawyer/Accountant

Page 3: Social Media Marketing for Independent Consultants

smart marketing made easy ramped.ca

Case Study 1: Nutrition Consultant

What is she selling?•Proactive and practical consult for those looking to gain/maintain a happy & healthy body

To who?•Women 28-55•Young professionals and working women•50/50 with/without kids, mostly married•Well-educated, proactive about their health

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Case Study 1: Nutrition Consultant

Current Marketing Tactics•Website•E-Newsletters•Word of Mouth Referrals•Networking Groups•Lectures/ Lunch & Learns

Marketing Goals•To grow practice, attract more patients willing to make a commitment to their health

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Why Facebook?

Why Facebook

?

• 526 million daily active users

• Used for social engagement, sharing and keeping in touch

• Lifestyle content: photos, video, words

• Personal and professional connections

• Good for consumer engagement

• Loyal followers can exhibit strong brand love

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Facebook 101

• Create a PAGE for your company

• Get people to LIKE your page

• Update your PAGE regularly and content will flow into the newsfeed of the the people who LIKE your page

• If people who see your content LIKE it, they can SHARE

• If enough people SHARE, your content goes viral

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Facebook 101

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Facebook Tips

Facebook Tips • Content - Identify what information or engagement you ideal and existing clients most crave?• recipes, tips, advice, shared experiences etc.?

• Provide this information regularly• Website vs. Facebook

• People will visit your website to learn about you• People will LIKE you on Facebook because they LIKE

seeing your content flow into their news feed• Create opportunities for interaction

• Ask questions• Comment on peoples comments

• Consider paid Facebook advertising to build your following

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smart marketing made easy ramped.ca

Case Study 2: Small Business Coach

What is she selling?•Support for small to medium businesses to reach their goals

To who?•Business Owners & Entrepreneurs

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Case Study 2: Small Business Coach

Current Marketing Tactics•LinkedIn•Score Card/Assessment•Email Newsletter•Blog•Referral program

Marketing Goals•Build Subscriber database

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Why Twitter?

Why Twitter? • 140 million active users• Short sound bites of

content, links• Connect with like-

minded people/brands• Good for driving website

& blog traffic• Ideal complement to

content marketing strategy

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Twitter 101

• Get a Twitter HANDLE for yourself & your company (@shelleymayer, @RampedUp)

• Find like-minded people to FOLLOW

• TWEET out 140 characters at a time

• Enticing tweets get RETWEETED

• If people FOLLOW, you may be re-tweeted or MENTIONED

• Append HASHTAGS to your tweets so people find you (#networking)

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Tweeting Tips

• Interact with people on Twitter the same way you interact with people in person: advise, connect, encourage

• Complete your 140 char profile – tell people why they should want to follow you and use keywords

• Tweet multiple times/day – volume is key to being seen – promote your articles and Enews communication

• Use hashtags to increase the likelihood people will find your tweets and also to communicate your focus

• Craft enticing intros when sharing links to maximize clicks and retweets

• Engage in conversations with your followers

• Follow like-minded people• Follow people and topics relevant to

yourself and your clients

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Case Study 3: Lawyer or AccountantWhat is she selling?•Professional services•Eg, Lawyer

• Contracts• Incorporation• Shareholder Agreement

To who?•Business owners, entrepreneurs

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Case Study 3: Lawyer or Accountant

Current Marketing Tactics•Word of mouth referrals•Expert presentations•Face-to-face networking•Blog

Marketing Goals•Grow client base

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Why LinkedIn?

• 161 million members• Used for professional

networking, professional knowledge sharing

• For business/industry info, sharing expertise, events

• Focus is professional connections

• Supports word of mouth referrals and compliments in-person networking

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LinkedIn 101

• Create a PROFILE for yourself

• CONNECT with people you know and meet

• Update your STATUS regularly to stay top of mind within your network

• SEARCH for skills, people and companies of interest and leverage connections

• POST events and professional content

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LinkedIn Tips

Linked In Tips • Complete your profile adding more key words and specific information

• Acquire connections – send invites to connect with personal notes tailored to the recipient

• Always connect with anybody you meet following a networking event

• Identify 3-5 active groups your ideal client might belong to (eg, Toronto Entrepreneurs Alliance)• Comment or post thought starters to drive to company

blog or elsewhere on site• Update status with a link each time a new blog post is posted

on company blog (regardless of who the author was)• Monitor what connections are talking about and look for ways

to engage• If you are going to meet new prospect or target account,

search for person on LinkedIn to check for mutual connections

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In Summary

• Honourable Mention:– Pinterest – great for visual/artistic/design oriented businesses

• Be selective and focus• Make a commitment and stick to it• Take your client’s viewpoint - develop content that is aligned

and meets the need of your ideal client• Main priorities– Exceptional content– Expand connections– Engagement

• Ensure the foundation is in place first – website and blog if appropriate

• Business value of your social network does not accrue overnight; you have to start somewhere

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About Ramp Communications• Founded in 2011 by

Shelley Mayer• Located in east Toronto• Team of 5 full time and

10+ freelancers– Account Services &

Project Management– Digital Specialists– Designers, Copywriters,

Art Direction– Marketing Strategists

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About Ramp Communications

Scope of Services•Full service marketing & advertising agency•Branding, communications planning & strategy for traditional and digital•Creative design & production of point of sale materials, collateral, newspaper, magazine, radio and TV advertising

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Questions & Answers

Shelley MayerFounderRamp Communications

Twitter: @shelleymayerTwitter: @RampedUp

[email protected]

www.ramped.cawww.facebook.com/RampedUp

To connect on LinkedIn – Search for Shelley Mayer