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Expert Tips July 2011

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									Expert Tips: Social Media & Your Business
with Jeanne Rossomme—President, Roadmap Marketing


Jeanne Rossomme, founder of Roadmap Marketing, uses her 20 years of marketing know-
how to help small business owners reach their goals. Before becoming an entrepreneur,
she held a variety of marketing positions with DuPont and General Electric in both the U.S.
and Mexico. Jeanne loves to speak to audiences and regularly hosts workshops in English
and Spanish. And, she conducts live webinars for SCORE. This month, Jeanne discusses
social media and your small business.


Should a small business develop and implement a social media strategy, even if they feel
their customers “aren’t there”?
An effective social media strategy must be tied to your customer buy cycle—the process                     Jeanne Rossomme
(where and when) customers make decisions on purchasing your product or service. Do                          Washington, DC
they ask other for referrals/recommendations? Do they use their mobile devices to search                www.roadmapmarketing.com
for information? On which social media networks are they especially active? The answers               jeanne@roadmapmarketing.com
to these general questions will help keep you develop a focused social media strategy.
Also, keep your “ears” open by talking with clients, using tracking tools such as Google                   Popular SCORE
Alerts, and reading client industry trends to see when and where client and prospects are                 Online Workshops
using social media. “Jump” in only when it makes sense.
                                                                                                         When Social Goes Local
What are three tips for luring readers to your small business blog?                                        Take the Workshop Now

   Link to appropriate blog articles in your client email communications.
                                                                                                          Using Social Media to
   Offer to write for other sites, newsletters, etc., that target your same prospects,                    Grow Your Business
    and post summaries and links back to your blog posts.                                                  Take the Workshop Now
   Answer related questions on LinkedIn groups or discussion forums with links back
    to your articles.                                                                                     Market Your Business
                                                                                                          with Search Engines
                                                                                                           Take the Workshop Now

There’s a fine line between timely and overexposed on social media. What’s the key to
maintaining the proper online visibility?
Social media content is more an issue of quality versus quantity. About 80 percent of your Facebook posts, Tweets, and LinkedIn
Group posts should be reacting to others and promoting them. No more than 20% of your communications should be of a
promotional or sales nature. Focus on talking about things that are of value to your clients and prospects.
An effective social media strategy must be tied to your customer buy cycle—the process (where and when) customers make
decisions on purchasing your product or service. Do they ask other for referrals/recommendations? Do they use their mobile
devices to search for information? On which social media networks are they especially active? The answers to these general
questions will help keep you develop a focused social media strategy.
Also, keep your “ears” open by talking with clients, using tracking tools such as Google Alerts, and reading client industry trends to
see when and where client and prospects are using social media. “Jump” in only when it makes sense.


What are two or three ways a small business can gauge the success of its social media efforts?
It depends on what impact on your buy cycle you want to evaluate:
   Awareness: Visits coming from Twitter, YouTube, Facebook.
   Interaction: Comments on blog and Facebook posts; number of friends/followers and viewers.
   Conversions: Percentage taking advantage of promotional offers. Don’t forget to ask all new clients, “How did you first hear
    about us?”

								
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