Social Media 101: Tools to Boost Sales

Ariana Torres, Ph.D. Assistant Professor Purdue University Why should you invest in ?

1. Your customers are on social media 6. Target niche market

2. Customers are more receptive: fun 7. Social media is cost effective

and easy way to network 8. Your competition is on social media

3. Increase recognition 9. Improve brand loyalty

4. Get more traffic to your 10. Consumers look for reviews

5. Different social media channels get 11. Gain customer insight you different audiences What to do now?

• Share frequent updates, pass the 1-2 daily posts • Changes • Hours • Measures to keep everyone safe • How to place orders • How to pay • How to pick-up or delivery What to do now?

• Keep up customer relationships • Use for after-hours communication • Page inbox should be set up to answer questions • Use an automated response for FAQ Host a live session on Facebook, • Take your events online story Marketing strategies for Facebook

• Increase online exposure of our business

• Showcase your new product/service

• Obtain feedback

• Attract more/new customers

• Minimize costs of marketing

• Build relationships 2 1 1. Cover photo

2. Profile photo

3. Tabs

4. Page interactions 4 5 5. Call-to-action buttons 3

6. Community

7. About 6

7 Ask your friends to like your business page Connect with your audience with posts

Share meaningful updates • 1-2 Facebook posts per day • Short, fun-to-read, and eye-catching images • Test posting at different intervals and times and see what works best. Depends on your audience, time zone, etc.

Entice customers with news or special discounts – Post special offers to your customers – Invite them to events

Facebook - Photos generate higher engagement - 53% more likes - 104% more comments

Twitter - Images increase clicks, visits, retweets, favorites, visitor-to-lead conversion rate Offer something extra or exclusive on your page Create content and experiences they can’t get anywhere else – Discounts for your page fans – Hold a contest and give away a great price to one of your page fans – Offer discounts to the first 5 people who comment on a post – Ask customers to follow you on Facebook (50% tend to do so) – Sign up email lists

Acknowledge their loyalty Promote an event Why creating contests • Collect email addresses • Get new customers • Host a class or event • Promote a sale/

Contests or giveaways must be administered within Apps on Facebook - https://apps.facebook.com/my-contests/ Feed your online content to publish automatically

Post here

Boost your posts

Select the audience you want to see it People who like your page Extend it to their friends Select a new audience by age, location, interests and more

Set your budget Per-day price of boosting a posts

Estimated people reached The reaching amount of your daily budget depends on your audience

Duration Audience

Budget

Duration Gender

Age

Location

Potential audience Map your location

• Demographics: education, financial, generation, life events, parent, politics, relationship, work • Interests: business and industry, entertainment, family and relationships, fitness and wellness, food and drink, hobbies, shopping and fashion • Behaviors: anniversary, charitable donations, purchase behaviors • Engage shoppers, food and drink, home and garden

Final audience Budget

People reached

Duration

Average expenses

Click

Setting up your Page inbox

• Read and respond messages • Facebook Messenger • Direct Messages • Comments on Facebook posts • Inbox is organized as • Messages: conversations through messenger • Comments: posts to your posts • Automated responses • Automated responses: • Greetings • Respond to feedback • Communicate events

Automated responses

• Away message • “Thanks for your message. We're away and can't respond right now. We appreciate you reaching out.”

• Instant reply • “Hi, thanks for contacting us. We've received your message and appreciate you reaching out.”

• Location requested • “Thanks for your message. We are located at 123 Main Street.”

• Page recommended • “Hi, thanks for recommending us! We're glad you had a great experience.” • 10 minutes after Facebook bought Instagram in 2012 for $1B

Marketing strategies for Instagram

1. Tell your business/family story 2. Photos, captions, and filters Tell your story 1-2 times/day • Your products • Your chores • New projects • Your mistakes • Your property, facilities • Where to find you • Educate customers • Community events • Seasonal activities/products • Ask questions • Promote other businesses Create a brand for your social media pages • Logos and imagery • Company description • Vision and mission • Find inspiration and mimic them • Content, posting frequency, imagery, photo filters • Respond to comments ASAP • Be consistent #WhatIsAHashTag?

• are a word, or group of words after the # sign • #, #buylocal, #marketing • If you’re more technically inclined, you might know them as a metadata tag

• They help you to engage your brand with your market

• It will link your post to all other posts ever used by anybody

• Gives context to a post and can help you search for market segments • Use them across all platforms

• Hashtags are not case-sensitive, but adding capital letters make them easier to read #sustainableverticalfarming vs #SustainableVerticalFarming Brand hashtags

• Company name or tagline/logo, name of current marketing campaign or event • Do your research

• Unique to your business and use it as a signature tag

• Market your brand and promotions

• Get people to use it Trending hashtags • Topic that has become very popular, they change very fast

• and Google+ show you trending topics right on their sites • Transferable to Facebook and Instagram

• Monitor trending tags • When you see a topic trending that is related to your business: make a content update and include the hashtag • Hastags.org, statigram, trendsmap

• Be quick and use them to develop relationships with your target market Content hashtags • Hashtags you use in your posts

• They are not branded (and not used to define your business and marketing) • Product, lifestyle, events, location

• Find hashtags commonly used by followers, competition, and partners

• Engage: retweet, likes or comments

• Don’t spam posts with tons of hashtags Additional tips

• Make it easy to remember --- don’t leave room for typos

• Do your research: what people are using, check if your # is being used

• Partner with influencers

• Don’t over hashtag: 1-2 is enough

• events, marketing campaigns A step-wise strategy to effective campaigns

50% No Facebook Purchase 70% 50% Campaign 50% 1 30% AdWords Website Purchase 100% 50%

Understand your consumer’s and actions that lead to conversion Using Google Ads as a search marketing strategy

• Natural (organic) listings: the result of “spiders,” powerful programs that crawl the Web, looking at key words, links, and other data

• Paid (sponsored) listings: short text ads with links to the sponsoring company’s Web site that appear on the results page of a search engine

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Thank you for your attention Ariana Torres [email protected] 765-494-8781