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ALA Virtual Symposium

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The document provides 9 ways for businesses to light up their digital marketing. It discusses focusing social media efforts by targeting specific demographics on key platforms like Facebook, Instagram, etc. It emphasizes creating consistent online profiles, getting positive reviews, using video to engage customers, and humanizing the brand. The document also stresses turning clients into brand advocates by training them to post referrals on social media. The overall message is that businesses should focus their digital efforts, create engaging content, and leverage customer relationships to strengthen their online presence and drive referrals.

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IG: @CoreyPerlmanSpeaks LinkedIn/In/CoreyPerlman
Before we begin… • Slides? Text Slides to 66866 • Negative comments?
Why Make Digital a Priority? • We support local, small businesses • 75% of consumers plan to support local merchants as widely as possible as we continue to navigate Covid. (SmallBizTrend.com) • Stay ‘Top of Mind’ from research mode to buy mode. • Be referable (@mmlighting) • Tell your story • Employee culture
ALA Virtual Symposium
9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING 1. Don’t Be a Jack of All Social Media Sites, Master of None.
ALA Virtual Symposium
ALA Virtual Symposium
Where to Connect? • Fish Where the Fish are • Who’s your target demographic? • Interior designer? • Homeowner? • Builder? • Where are they active on social? • Meet them there.
DON’T TRY TO BE EVERYWHERE • 15-25: Snapchat & TikTok • 25-35: Instagram • 35-45: Instagram, Facebook • 45-55+: Facebook • *Pinterest/Houzz
9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING 2. Be as Proud of your Profiles as You are of Your Products
FOCUS AREAS • Facebook • Instagram • Online Directories (GMB, Yelp, Houzz) • Website • Pinterest
Don’t Wind Up on WebsitesThatSuck.com
Website Best Practices • Dated • Critical info • Not Mobile-responsive • What does the visitor want? • What do you want the visitor to do?
ALA Virtual Symposium
ALA Virtual Symposium
Best Practice: Clear CTAs
Conversion focused
• Do the thumb-test • Add: Covid-related info, physical address, phone, services to top of page • What’s the #1 action you want me to take and is it easy to do? • Is it crystal clear where you are and what you offer? • How are you collecting my info? Is it compelling enough? Take Action!
Best Practice: Make me hate my home. :)
• Unmanaged profiles? • Offline/Online Brand consistency? • Is the content about you or about them? • Gaps in consistency? • Low engagement? Social Media Audit
9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING 3. Be Proactive in Getting Positive Reviews
ALA Virtual Symposium
ALA Virtual Symposium
ALA Virtual Symposium
They’re super creative!
They can never be satisfied
Don’t get me started on Amazon reviews…
If you receive a negative review: •Be diplomatic •Be empathetic •Don’t be defensive •Try to solve the issue •Take it offline
Create a process for positive feedback •Tell your team to listen for clues •Instruct us on what to do and where to go •Incentivize •Show appreciation “Never let a verbal testimonial go unpublished.”
TAKE ACTION: DO A DIRECTORY AUDIT • Google yourself/Your services • Top 3 Directories? • Has it been claimed by the business? • Is the information accurate and current? • Do you have reviews? • Positive? Negative?
ALA Virtual Symposium
9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING 4. Be Less Like the Squawking Parrot, and More Like the Wise Owl.
DON’T BE THE SQUAWKING PARROT • Don’t over promote • Don’t cluster post • Don’t phone it in • Don’t alienate anyone
Be The Wise Owl (3 E’s) • Educate: In what ways can you add value to our lives? • Entertain: How can you give the gift of laughter? • Encourage: People hate to be sold, but love to buy.
BEST PRACTICE: CREATE A CONTENT CALENDAR • Motivation Monday • Testimonial Tuesday • WTF Wednesday • Thank You Thursday • Feel Good Friday (Local)
Best Practice: Go Left to Right • Carousel posts • IG Stories
5. We Don’t Just Do Business with Lighting Companies, We Do Business With YOU. 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING
Humanize Your Brand • The #1 issue across the board. • Avoid the ‘brochure’ profile • How can you make 20% of your posts more personal?
• Find a way to personalize this week’s posts Take Action!
#6. TL;DR Don’t tell us, show us 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING
Why Video? • Algorithm favors video • Passion & Enthusiasm • Can be syndicated in multiple places
MoreVideo Best Practices: • Spend time on the Title • Sell us in the first 10- seconds • Shoot horizontal! • Use captions! (rev.com)
Take Action!
7. More Funny, More Money 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING
ALA Virtual Symposium
8. Perfection is the Enemy of Progress 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING
The One-take Challenge • Weekly video • Do it in one take • Resist the urge to redo!
9. Turn you clients into your salesforce. 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING
“The best way to thank us is to tag us.”
REFERRAL BEST PRACTICES: GET CLIENTS TO POST TO SOCIAL • Create a process • Tell them where to go (@ABCLighting) • Use your Anchor # (#ABCLighting) • Thanks a Latte.
ALA Virtual Symposium
• Create a process for getting happy clients to post to social. • Direct them where to go. • Remind them what they said. • Follow up until it’s done. Take Action!
9. Turn you Clients into your Salesforce. 6.TL:DR 5. Humanize Your Brand 4. Less Squawking Parrot, More Wise Owl 3. Be Proactive in Protecting Your Castle 1. Don’t Be a Jack of All Social Media Sites, Master of None. 2. Be Proud of Your Profiles 7. More Funny, More Money 8. Perfection is the Enemy of Progress
Thank You! • corey@impactsocialmedia.com • Text SLIDES to 66866 • @coreyperlmanspeaks

More Related Content

ALA Virtual Symposium

  • 2. Before we begin… • Slides? Text Slides to 66866 • Negative comments?
  • 3. Why Make Digital a Priority? • We support local, small businesses • 75% of consumers plan to support local merchants as widely as possible as we continue to navigate Covid. (SmallBizTrend.com) • Stay ‘Top of Mind’ from research mode to buy mode. • Be referable (@mmlighting) • Tell your story • Employee culture
  • 5. 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING 1. Don’t Be a Jack of All Social Media Sites, Master of None.
  • 8. Where to Connect? • Fish Where the Fish are • Who’s your target demographic? • Interior designer? • Homeowner? • Builder? • Where are they active on social? • Meet them there.
  • 9. DON’T TRY TO BE EVERYWHERE • 15-25: Snapchat & TikTok • 25-35: Instagram • 35-45: Instagram, Facebook • 45-55+: Facebook • *Pinterest/Houzz
  • 10. 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING 2. Be as Proud of your Profiles as You are of Your Products
  • 11. FOCUS AREAS • Facebook • Instagram • Online Directories (GMB, Yelp, Houzz) • Website • Pinterest
  • 12. Don’t Wind Up on WebsitesThatSuck.com
  • 13. Website Best Practices • Dated • Critical info • Not Mobile-responsive • What does the visitor want? • What do you want the visitor to do?
  • 18. • Do the thumb-test • Add: Covid-related info, physical address, phone, services to top of page • What’s the #1 action you want me to take and is it easy to do? • Is it crystal clear where you are and what you offer? • How are you collecting my info? Is it compelling enough? Take Action!
  • 19. Best Practice: Make me hate my home. :)
  • 20. • Unmanaged profiles? • Offline/Online Brand consistency? • Is the content about you or about them? • Gaps in consistency? • Low engagement? Social Media Audit
  • 21. 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING 3. Be Proactive in Getting Positive Reviews
  • 26. They can never be satisfied
  • 27. Don’t get me started on Amazon reviews…
  • 28. If you receive a negative review: •Be diplomatic •Be empathetic •Don’t be defensive •Try to solve the issue •Take it offline
  • 29. Create a process for positive feedback •Tell your team to listen for clues •Instruct us on what to do and where to go •Incentivize •Show appreciation “Never let a verbal testimonial go unpublished.”
  • 30. TAKE ACTION: DO A DIRECTORY AUDIT • Google yourself/Your services • Top 3 Directories? • Has it been claimed by the business? • Is the information accurate and current? • Do you have reviews? • Positive? Negative?
  • 32. 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING 4. Be Less Like the Squawking Parrot, and More Like the Wise Owl.
  • 33. DON’T BE THE SQUAWKING PARROT • Don’t over promote • Don’t cluster post • Don’t phone it in • Don’t alienate anyone
  • 34. Be The Wise Owl (3 E’s) • Educate: In what ways can you add value to our lives? • Entertain: How can you give the gift of laughter? • Encourage: People hate to be sold, but love to buy.
  • 35. BEST PRACTICE: CREATE A CONTENT CALENDAR • Motivation Monday • Testimonial Tuesday • WTF Wednesday • Thank You Thursday • Feel Good Friday (Local)
  • 36. Best Practice: Go Left to Right • Carousel posts • IG Stories
  • 37. 5. We Don’t Just Do Business with Lighting Companies, We Do Business With YOU. 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING
  • 38. Humanize Your Brand • The #1 issue across the board. • Avoid the ‘brochure’ profile • How can you make 20% of your posts more personal?
  • 39. • Find a way to personalize this week’s posts Take Action!
  • 40. #6. TL;DR Don’t tell us, show us 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING
  • 41. Why Video? • Algorithm favors video • Passion & Enthusiasm • Can be syndicated in multiple places
  • 42. MoreVideo Best Practices: • Spend time on the Title • Sell us in the first 10- seconds • Shoot horizontal! • Use captions! (rev.com)
  • 44. 7. More Funny, More Money 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING
  • 46. 8. Perfection is the Enemy of Progress 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING
  • 47. The One-take Challenge • Weekly video • Do it in one take • Resist the urge to redo!
  • 48. 9. Turn you clients into your salesforce. 9 WAYS TO LIGHT UP YOUR DIGITAL MARKETING
  • 49. “The best way to thank us is to tag us.”
  • 50. REFERRAL BEST PRACTICES: GET CLIENTS TO POST TO SOCIAL • Create a process • Tell them where to go (@ABCLighting) • Use your Anchor # (#ABCLighting) • Thanks a Latte.
  • 52. • Create a process for getting happy clients to post to social. • Direct them where to go. • Remind them what they said. • Follow up until it’s done. Take Action!
  • 53. 9. Turn you Clients into your Salesforce. 6.TL:DR 5. Humanize Your Brand 4. Less Squawking Parrot, More Wise Owl 3. Be Proactive in Protecting Your Castle 1. Don’t Be a Jack of All Social Media Sites, Master of None. 2. Be Proud of Your Profiles 7. More Funny, More Money 8. Perfection is the Enemy of Progress
  • 54. Thank You! • corey@impactsocialmedia.com • Text SLIDES to 66866 • @coreyperlmanspeaks