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Social media marketing

Travel & Events

Introduction

Good evening, everyone! Thank you for joining us. I'm Colleen Galvin from the North American small business team at MasterCard, and I am thrilled to introduce our knowledgeable speaker, Jackie Jones, from One Degree Marketing. At MasterCard, we recognize that small businesses are the backbone of the economy, and we strive to help them navigate the ever-changing digital landscape with empowering tools. Our Digital Doors program, designed to aid small businesses in pivoting their models, accepting digital payments, and enhancing their online presence, specifically targets the need for effective digital marketing strategies.

Recent research indicates that while 70% of small businesses have improved their digital presence, 20% still lack a website, and 76% struggle with their digital marketing strategies. To address this need, we created a new marketing hub on our refreshed Digital Doors website, which offers valuable resources powered by great partners, including HootSuite, Yield Day, and Triple Whale. This hub even features a free ad designer tool with an AI headline generator, so make sure to check that out.

Regarding today's session, we kindly ask you to save your questions until the end, around 6:45 PM. If you’d like to chime in, please share where you’re from in the chat—it's wonderful to see so many places represented here!

Moving on, allow me to introduce Jackie Jones from One Degree Marketing. Jackie is an accomplished entrepreneur who has been in the industry for around ten years. She is familiar with the challenges of juggling various social media platforms and has a wealth of knowledge to share. Jackie is not just a marketer; she is a military veteran and a great mom. I’m certain you will gain valuable insights from her session.

Now, I’ll hand over the mic to Jackie.

Hello everyone! Thank you, Colleen, for that warm introduction. I am honored to be here with you all. As Colleen mentioned, I want to keep this session engaging, and I will be multitasking because I have three screens in front of me.

Please let me know where you are joining from in the chat! I see people from all over the United States—Dayton, San Diego, Omaha, and New York! It's fantastic to see everyone participating!

Before we jump into today's content about social media marketing, I want to express my gratitude to the MasterCard team. They genuinely care about small businesses and support us in various ways.

Now, let’s get into our main focus: understanding social media marketing. My goal is to offer you a comprehensive overview so that you can navigate the social media landscape effectively. We all know that keeping up with fast-changing platforms is challenging, but focusing on best practices will help you adapt no matter the changes.

Who You Are Matters

Your business's identity is crucial in how you present yourself on social media. Everything you publish, say, or do should reflect who you are as a brand. Having a solid marketing foundation will help guide your decisions.

  1. Mission Statement: Know what problem you solve and who benefits from your services.
  2. Tone and Voice: Understand your brand’s personality. Is it humorous or serious? Casual or formal?
  3. Beliefs and Values: Share your core beliefs. People care about the values behind your brand.
  4. What You Do: Clearly communicate what you offer and how it benefits your audience. Don't confuse them!

If you’re unsure of where to start, conducting an audit of your social media, analyzing your tone and voice, and gathering audience insights can help.

Understanding Your Audience

It’s paramount to know your target audience. Marketing often feels creepy because there’s so much data available. But it is essential to define your audience's demographics and psychographics.

  • Demographics: Basic information like age, location, and income.
  • Psychographics: Interests, beliefs, and lifestyle stage.

Gather data through social listening, market research, and by understanding your competition. Determining where your audience hangs out allows you to engage with them effectively.

Setting Goals and Metrics

When entering the realm of social media, establish clear goals reflective of your business objectives. Ask yourself:

  • What does success look like for me?
  • Which metrics will indicate progress?

For example, focus on brand awareness through followers and engagement rates, or drive conversions by tracking link clicks to your website.

Content Planning and Creation

Planning content is essential for cohesive and intentional messaging. Consider the following steps:

  1. Outline a timeline and frequency for posting.
  2. Mark significant events, holidays, or promotions on a content calendar.
  3. Brainstorm content ideas relevant to your audience.

Utilizing tools for scheduling will help manage posts more efficiently, allowing you to focus on interaction and engagement with your audience.

Conclusion

Social media marketing can feel overwhelming, but remember that it's about building relationships with your audience. Ask for their involvement and invite them to join your journey. Pay attention to their preferences to engage non-invasively and effectively.

Remember, after you create content, take the time to interact with your audience actively.

Thank you for being here today, and I look forward to your questions!

Thank you, Jackie! Now gathering your questions, we will address them in the chat.

Keyword

  • Social Media Marketing
  • Audience Analysis
  • Content Planning
  • Engagement
  • Digital Marketing Strategies
  • Branding

FAQ
1. What is the importance of understanding my business’s mission statement?
Your mission statement helps define what problem your business intends to solve and communicates this clearly to your audience.

2. How can I effectively define my target audience?
Study your potential customers' demographics, interests, and lifestyle. Use tools like surveys and social listening to gather insights.

3. What metrics should I track to measure social media success?
Focus on metrics that align with your business goals, such as follower growth, engagement rates, website traffic, and conversions.

4. How do I transition followers from social media to subscribers and then to customers?
Provide valuable content on social media and incentivize users to subscribe to your email list by offering exclusive insights or promotions.

5. What should I consider when hiring a marketing team?
Ensure you work with people you trust, review their past work, and confirm their services fit within your budget.