Tackling the Big 3
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Tackling the Big 3 (+1) How to Use Facebook, LinkedIn, Twitter and Google+ to Effectively Market Your Green Industry Business Chris Heiler
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Social media is an integral component of any successful inbound marketing program. The social networks, primarily Facebook, LinkedIn, Twitter--and now Google+--allow green industry businesses to connect and communicate with their customers, prospects, peers and allied professionals in an unobtrusive, permission-based way. In this presentation, we will discuss how each of these social networks can be used by your green industry business. You will learn: - Who and what each social network is ideal for - The competitive advantages each network offers over the others - How each social network complements the others - How green industry companies can use these social networks as part of their inbound marketing strategy to increase brand awareness, build customer loyalty and generate leads
Transcript of Tackling the Big 3
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
Download this slide deck
Get in touch
(800) 681-9169chris.heiler@landscapeleadership.comwww.LandscapeLeadership.com@Inbound_Agency@Chris_Heiler
