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.
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.
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!
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
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“Never let a verbal testimonial go unpublished.”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)
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