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Social Media
Marketing
Dan Klusman, Northwest Insight LLC
Disclosures
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Owner, marketing and communications
consulting agency
Spouse is a vascular surgeon
Clients include small businesses, medical
practices, technology companies, and
higher education institutions
All logos used in this presentation are
property of their respective copyright
owners
Dan Klusman, Northwest Insight LLC
% of all American adults and Internet-using
adults who use at least one social media site
100
90
80
70
60
Internet Users
50
All Adults
40
30
20
10
0
2005
2006
2008
2009
2010
2011
2012
2013
2014
Pew Research Center surveys, 2005-2006, 2008-2015.
No data are available for 2007.
2015
Social Media
Marketing is…
• Items that we post or
share to our platforms
Social Media
Marketing is…
• Items that we pay to
have posted to others’
platforms
Social Media Marketing is…
• Social media marketing is about
establishing a relationship
• And building on that relationship to create
trust which leads to education and “social
selling”
33%
of buyers believe what
a brand says about itself
The Nielson Company
92%
believe what their peers
have to say about a brand
The Nielson Company
Online Marketing is Changing
• The old paradigm of taking paid created
content (i.e. ads) and posting them to social
is changing
• Now great content that is posted and
reacted with is being transformed into paid
content
Social Media Marketing
• Websites are increasing used as your
marketing hub or home base
• Social media marketing is most effective
when its messages and content support and
reinforce those on other marketing channels
“Social media programs cannot
exist in a vacuum—you need social,
sales, content, SEO, and even
advertising working hand-in-hand—
so mostly you need a solid
marketing
strategy.
”
John Jantsch,
Speaker and Author,
Duct Tape Marketing,
The Referral Engine, and The Commitment Engine
Getting Started
• What is your online persona?
• What is your writing style and voice?
• Create target audience personas to help you
understand potential patients
• Include early, mid, late messaging
• 4Rs: Reorganize, Rewrite, Retire, Redesign
Getting Started
• Content must work across networks but not
one size fits all
• Don’t underestimate the power of images
and video
Always Remember
• Don’t take yourself too seriously. A
relationship is between people
• Focus on valuable content and solid offers
• Utilize platform targeting for the biggest
impact
Always Remember
• Always add value
• Always test your ads and content on each
platform
How to Choose the Right
Works well for your
target audience
Platform
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• Works well for your brand & business
• You can manage the workload (and any
additional budget required)
• You can evaluate and measure the results
Where Do Platforms Marketers
Use to Advertise?
92%
35%
24%
SocialBakers
23%
Twitter
• Importance of posting schedule and
frequency
• Ideal for Thought Leadership
• # of Followers is a good indicator of loyalty
• Puts pressure on your conversion strategy
(what do you want them to do next)
• Allows for quick response (and directive
action)
Grow Your Following
• Create engaging Tweets (mix of entertaining,
education, promotional)
• Make Twitter Lists (curated list of content
from others that interest your audience)
• Keep your Tweets concise and pithy
• Use #hashtags and @mentions
• Host a Twitter Chat
Grow Your Following
• Engage others with interactions and
retweeting important posts
• Include relevant links (use Bit.ly to shorten
URLs)
• Retweet or Quote Tweet (add a comment to
Retweet) your own stuff
60%
of Twitter users purchased from a business
because of something they saw on Twitter
Marketo
LinkedIn
• World’s largest professional network
• Great opportunity for online branding
building, est. relationships, grow network
• Join local, national, international groups
• Build referring and referral network
• Encourage employees to publish, share
LinkedIn
• Create your company’s profile page
• Join groups and publish original content
(articles, images, videos and slide decks)
• LinkedIn Pulse – publish, build your
audience and LinkedIn may publish your
content
• Showcase pages – extension of your page
to promote specific products/services
Facebook
• Widely used – 71% of U.S. adults have
profiles
• Create Facebook Page for your business –
found in search and allows for interactions
• Use tabs and apps to archive contents and
host user events/interactions
• Create a Facebook Group to create
awareness, increase inbound traffic, and
Facebook
• NEW algorithm! Posts are read based on:
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Time spent reading
Time spent with content (after it loads)
Action on videos
Diversity of posts
Less click bait, more informational headlines
And More…
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Pinterest
Instagram
Vine
Periscope
Snapchat
• Reddit
• Presentations
sharing platforms
• Video sharing
platforms
• Q&A sites
37%
word-of-mouth advertising generates
a 37% higher retention rate.
McKinsey & Company
Define Your (Ad) Strategy
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Define your goals
Identify your audience
Pick the right platform and content
Pick your targeting options
Schedule and frequency of posts
Create and measure your campaigns/ROI
How Often Should I Post?
• Depends on your objectives, such as:
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Sharing relevant content
Showing off your brand’s personality and culture
Promoting events
Establishing Thought Leadership
Staying on top of industry trends
How Often Should I Post?
• Depends on your objectives, such as:
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Announcing new products
Gathering new names for your marketing
database
Acquiring new customers
Building/nurturing relationships with your
buyers
Increasing traffic to your blog/website/landing
pages
How Often Should I Post?
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Look at each days post as a total
Don’t overwhelm your audience
Facebook: no more than 2x/day
Twitter: 1x/hour
LinkedIn: 1-2x/day
Instagram: 3-7x/day
Source: Marketo
What Should I Post?
Entertain
Monthly
Inspire
Biweekly
Start Conversation
Weekly
Teach How to Do
Something
Provide Relevant Information
Marketo, Content Marketing Institute
2x Week
3x Week
Measurement and Metrics
• Followers – tracks the size of your audience
on each platform
• Engagement – interactions others have with
your social media (likes, shares, time spent)
• Reach – number of people who’ve seen your
post
Measurement and Metrics
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New Names
Existing Customer Actions
Cost per Lead or Acquisition
Determined using platform native analytics
or adding Google Analytics
• Automation platforms allow you to field a
broader and deeper campaign with results
Measurement and Metrics
• Technology stack dependent
• Marketing Qualified Lead (MQL) – a score
assigned to each prospect based on
behavior
• Sales Qualified Lead (SQL) ) – qualified by
your sales process as a being a good lead
• Pipeline – a cumulative measurement of
early and mid-stage metrics
Measurement and Metrics
• Opportunities earned – e.g. number of new
patients
• Revenue earned – total revenue from new
patients
• Lifetime Customer Value – total revenue a
new customer adds over the course of their
time (i.e. Ave. $ x # x Time)
“When you share other people's
great content most of the time, your
own great content some of the time,
and sprinkle in some 'helpful'
promotions, your audience will
reward the kindness .”
Michael Brenner, CEO, Marketing Insider Group
Thank you!
Dan Klusman
Northwest Insight, LLC
[email protected]