Social Media Guru - A practical guide for small businesses

The Social Media Guru

Description

Why buy this book? It's practical. It's visual. It's crammed with relevant examples, infographics and actionable takeaways for you to implement straight away. What will you learn? How to actually use Snapchat, Twitter, Youtube, Facebook and Instagram the right way in 2016. An understanding of what makes your audience engaged on social media and the scientific, psychological 'why' behind it. How to create a brand and social media content that people actually give a crap about and want to follow, share and like. How to grow your audience, get them to love you and then part with their money. How to utilise free marketing and low cost paid social marketing to generate leads and sales. How to create persuasive messages that lead to a purchase through images and copywriting. Who is this book for? Do you have small business that needs some exposure but don't know where to start when it comes to marketing? are you a regular social media user but you have no clue what content you should post on your business page? Have you ever wondered how that small online retailer you follow on Instagram has become an overnight success fulfilling thousands of orders a week? Is it really possible to make sales through low budget Snapchat videos, funny memes, and controversial Tweets? Whether you're an online shoe retailer, a local plumber or you run your own freelance consultancy business. If you want to use social media to make you more profit, refresh your current marketing strategy or kick your new business into gear this is the guide for you! We live in a time where... Entire businesses are built on platforms like Snapchat, YouTube and Instagram. This book shows you how to grow an audience of loyal followers through content who want to buy whatever you have to sell!Look around you...Notice how your friend spends 4 minutes trying to upload the perfect a Snap to Snapchat of her food at a cool new restaurant while her dish gets cold? Or, your brother who happily spends hours intently watching YouTube videos of a gamer playing minecraft? How many times a day do you open your social media apps on your phone? We are addicted to social media and the branded content we consume defines us & informs the way we live our lives. Social media has become the first thing we do before we eat, sleep or even acknowledge our surroundings. Have you almost been hit by a bus because you are too busy scanning through your Instagram feed? I have. Many times. All you need is... The right content, posted at the right time on the right platform which is viewed by the right person to make your social media business page a success. Everyone is glued to social media, but how do you make money from it? This book takes you through our step by step blueprint to social media marketing success, (it isn't yet another wishy washy guide to Facebook advertising). Who is the Social Media Guru? The Social Media Guru is made up of two people with combined marketing knowledge, experience and expertise. We have consulted for Groupon, Metro Bank, o2, Google Squared Online and been trained by Google, digital agencies and the Institute of Direct and Digital Marketing. We are passionate about Digital marketing - we understand it, we work in it, we know what works.

Sujets

• Marketing et communication

Informations

• Publié par: The Social Media Guru
• Date de parution: 15 septembre 2016
• Nombre de lectures: 0
• EAN13: 9781912022656
• Langue: English
• Poids de l'ouvrage: 15 Mo

Extrait

THE SOCIAL MEDIA GURU
A PRACTICAL GUIDE FOR SMALL BUSINESSES
Table of Contents
Chapter 1: From Caveman To Consumer
Chapter 2: A Rundown of The Platforms
Chapter 3: 8 Ways Small Business Owners Should Use Social Media
Chapter 4: Creating A Unique Brand That People Care About
Chapter 5: Adopt A Growth Hacker Mindset
Chapter 6: Cross Channel Planning & Content Distribution – The Customer Journey & Mobile Marketing
Chapter 7: Create A Content Hub – Your Blog On Your Website
Chapter 8: Copywriting – Understanding The Digital Reader And How To Sell To Them
Chapter 9: Create Content That People Care About
Chapter 10: What Makes People Share Your Stuff? – Going Viral
Chapter 11: Engage The Brain – Act And Think Like A Neuromarketer
Before you dive in, here’s a note from us to you…
This eBook was made to equip you with the marketing skills you need to help you cut through the noise. Pretty much every brand out there is trying to sell stuff through social media… so how do you get your sales pitch heard? This guide will give you the practical skills and a social media strategy blueprint you need to make your social media marketing a success. Whether you want more leads, sales, comments, mentions or retweets, this guide will help you understand the right ways to achieve your social media goals. This will teach you how to bag new customers and also help you retain the ones you currently have.
The Social Media Guru is made up of two people with combined marketing knowledge, experience and expertise. We have spent years in the digital marketing industry working for the likes of Google, Groupon and various digital marketing agencies. We are BA Hons. Graduates in Marketing and Digital Film & Video Production. During our professional careers we have been trained by Google and The Institute of Direct and Digital Marketing. We have also consulted on business strategy for O2 and Google Squared Online. From working on and consulting for so many digital marketing projects for all sorts of brands from Metro Bank to Asos , we have built up quite a lot of knowledge in this area and we want to share it with you.
We are passionate about Digital marketing and digital communication, we understand it, we work in it. We see so many small businesses missing opportunities to engage with their potential & current customers – with missed engagement opportunities comes missed sales opportunities. Social media has created a level playing field between the big corporations with loads of money to spend on marketing and the smaller retailer who lacks a humungous budget. If only people realised the opportunities they missed and were able to capitalise on them the next time round? That’s where this guide comes in!
We have combined our years of experience in the industry and our various experiences as a consumer to teach you what to do and what not to do. We wanted to make this guide as clear, descriptive and as visual as possible, so there are plenty of practical examples from a range of brands in this eBook that should inspire you and help you understand what makes them great or… crap!
We have seen how social media can skyrocket a business to success overnight, imagine if that was your business? We want to show you the way to do it.
You will take away five main things from this book:
1. how to implement a social media strategy that integrates and compliments all your various social media platforms from Facebook to YouTube
2. how to tighten up your brand, communications and understanding your audience on a personal level
3. how to use content (whether it’s meme’s, statuses or videos) to generate engagement, brand loyalty and sales
4. understanding why things work well from a psychological and cognitive viewpoint
5. to mimic those who are doing social media right and avoid the mistakes from the people who are doing it wrong
Enjoy
Social media makes us feel good… similar to that mini rush you get after completing a good workout, a compliment from your manager at work or when you’ve hit a high score on candy crush. That rush of happiness and contentment is thanks to dopamine, a neurochemical known as the “reward molecule” that’s released after certain human actions or behaviors, such as exercising, or setting and achieving a goal. While physical activity is most commonly linked to dopamine’s release, social media is one form of modern-day behaviour, which increases this ‘feel good’ hormone without even having to leave our seats.
Then there’s oxytocin, sometimes referred to as “the cuddle chemical” because it’s released when you hug or kiss and also when you post a funny meme or status. According to Neuroconomist Paul Zak oxytocin levels can rise as much as 13% In 10 minutes of social media time - a hormonal spike equivalent to some people on their wedding day.
Marketing insights firm; Radiumone explain that social media usage is a dopamine gold mine. “Every time we post, share, ‘like,’ comment or send an invitation online, we are creating an expectation”.
According to the same study. “We feel a sense of belonging and advance our concept of self through sharing”. Customers get a high from positive interactions with one another when they share, ‘like’ or post something. With this in mind, our job is to create branded social media posts that increase our dopamine and oxytocin levels but also appeal to our primitive way of thinking.
Over thousands of years we have evolved from primates to humans, the exterior has rapidly changed (very few of us are that hairy) but what motivates us, scares us, threatens us, what we crave and our relationships with other people hasn’t.
We can use these evolutionary behaviours to influence the way consumers feel about your brand - One is our innate need for the safety that a group provides. Think about the lives of our stone age ancestors… If an individual was banished from a group, it was essentially a death sentence. The threat of predators, not to mention the challenge of finding sufficient food, meant a single person would survive long alone. To be part of something, whether it’s a social movement, owner of a trendy Chanel handbag or appreciated through 5k of likes on your selfie - is everything. We are coded to crave love, affection, attention, appreciation and acceptance.
Understanding the behaviours of your social media target market will help you tailor communications (posts, memes, videos etc.) to them in a more personal way. Therefore it’s important to consider the evolutionary habits that dictate how your audience uses social media. We can break these evolutionary habits down into six fundamental needs that everyone has in common irrespective of race, gender, colour, weight or religion influence our behaviour, interaction with others and even our buying habits:
1. certainty : assurance you can avoid pain and gain pleasure
2. uncertainty/Variety : the need for the unknown, change, new stimuli
3. significance : feeling unique, important, special or needed
4. connection/Love : a strong feeling of closeness or union with someone or something
5. growth : an expansion of capacity, capability or understanding
6. contribution : a sense of service and focus on helping, giving to and supporting others
When we share pictures of our cat, like pictures of a friends holiday or message an old friend through Facebook we are satisfying at least one of these primitive needs. As an advertiser of our product(s), our job is to manipulate these needs and then present our product as a solution. A new pair of shoes will give you significance , certainty , a connection , assurance and confidence to find a mate, or a subscription to an online dating service will increase your feeling of closeness when you find your ideal partner.
Adhering to and playing with the behavioural characteristics that makes us human is the blueprint for any successful social media campaign you run from this day forward. We will continue to look at the ways you can tap into these innate human needs with social media throughout this book.
Do better this time round
You may have experimented with social but you are unsure how to use it correctly to market your business?
You may have tweeted ‘buy my new handmade jewellery’ or ‘10% off your first order’ and sat there wondering why there wasn’t a sudden surge of customers buying everything you have in stock?
Maybe you have heard how important social can be but you don’t know where to start or where to begin and it all seems a bit overwhelming?
The truth is, people don’t want to be flooded by sales messages, their social networks are a personal space where you share memes with friends and photos with families – the ‘buy my products now’ approach just won’t cut it. There is a science behind being successful at social media marketing, you need to combine knowledge of & how to implement:
• understanding the psychology of human behaviour
• creating an environment for people to make choices and influencing through persuasion techniques
• clever branding that makes us feel something
• the customer experience in a digital world with a multiple devices at our disposal
• how to implement the right targeted strategy
• understanding the importance of measuring your results and implementing changes
• throwing a bit of creative flair in the mix to ensure your posts aren’t boring
With these understandings, you can be successful with any social platform you want.

72% of adult internet users have a social media profile . According to a recent study from Statista, These are the leading reasons for interacting with companies on social media platforms in the UK in 2015:

You don’t have to be a big company with a humungous budget to succeed in social. At its core the mechanics of each network are designed for small and medium sized businesses; they reward advertisers who can think of new creative ways to engage their audiences. It allows you to compete