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Social Media Marketing Strategies for Business Growth

Learn how a pension and benefits lawyer leveraged social media channels like LinkedIn, Facebook, and Twitter to engage with professionals and promote her content. Discover how blogging and newsletters enhanced her online presence and audience reach.

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Social Media Marketing Strategies for Business Growth

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  1. Social Media Marketing How it worked for me Darchei Noam Frugal & Freylach April 28, 2013

  2. Agenda • My background • Website • Blogging • Newsletter • Mad Mimi • Paper.li • LinkedIn • Facebook • Twitter • YouTube

  3. My background • Pension & Benefits lawyer (25 years) • 2005: Early retirement • 2005-2009: Editor of Employee Benefits News Canada • 2009-2010: Contract developing course for Humber College Centre for Employee Benefits • 2010-2013: Sheryl Smolkin & Associates Ltd – journalist writing about pensions, benefits & workplace issues

  4. Website • Website to archive my work in 2010 • Version 1 logo below • WordPress blog • Cost about $1,500

  5. Website • Re-designed May 2012 http://www.sherylsmolkin.com/ • Video introduction • Archived full text of articles • More contemporary first page with video • Cost $4,000 because I paid to have over 400 full text articles added to the database • Google “create a free website” to find dozens of resources

  6. Blog • Blog which showcases your subject matter expertise • Jumping off point for other social media exposure • On my first website I posted news clips and original telephone audio interviews/podcast http://www.sherylsmolkin.com/interviews/featuresinterviews/

  7. Blog • Partnered with social media consultant to develop social media strategy for Saskatchewan • Their blog is the core of their social media strategy, Facebook page etc. • Expert interviews, plan results, ways to save money http://savewithspp.com/2011/12/01/welcome-to-savewithspp-com/

  8. Blog • Some bloggers have developed huge followings and been recognized by or made the leap to mainstream media • Examples: Krystal Yee: Give me back my five bucks Robb Engen: Boomer & Echo Kerry K. Taylor: Squawkfox • Blogs with large following can monetize by using google ads

  9. Newsletter • Mad Mimi http://mad.ly/223531 • Uploaded mailing list from Outlook • Brief article + links to my articles & blogs • Services available • Sent to over 300 people I had worked with as a pension lawyer and journalist • Monthly until I got too busy • First issue I got a call to do editing for the Rothman School’s Intl. Pension Journal

  10. Newsletter • Paper.li http://paper.li/ • Instant publishing drawing on tweets from people you are following • Benefits and Workplace issues Update http://paper.li/f-1342031786?utm_source=subscription&utm_medium=email&utm_campaign=paper_sub

  11. LinkedIn • Not just a place to post your resumé • Make sure your profile is up to date http://www.linkedin.com/profile/view?id=70224099&trk=hb_tab_pro_top • Get recommendations • Endorsements • Search for names and link to former colleagues, contacts, anyone who may help you grow your business

  12. LinkedIn • Post content often like links to interesting articles, copies of your presentations, papers, industry developments • Keep developing your network when you get messages, pop ups • Recruiters pay for upgraded version and they will find you • You can post to LinkedIn, Twitter at the same time subject to different length constraints

  13. LinkedIn • I have 570 Connections that link me to 5,972,145+ professionals • Get notices when people move to new companies • Free upgrade for journalists • Can see all full profiles • Send InMail to anyone on LinkedIn • Tremendous resource

  14. Facebook • I use it for sharing information about things I am interested in with friends and family https://www.facebook.com/sheryl.smolkin?ref=tn_tnmn • Also post most of the articles I write • I have a smallish group of 133 friends • Privacy settings: only share with friends, and not their friends although they can re-post

  15. Facebook • Can set up Facebook pages for business, events etc. https://www.facebook.com/SaskatchewanPensionPlan?fref=ts • If someone “likes” your FB page, all updates appear in their newsfeed • To engage people, post interesting information related to your business, don’t just try to sell

  16. Twitter • Micro-blogging • 140 characters • https://twitter.com/ • Can follow anyone you want • Hashtags • I follow 182 people and have 400 followers

  17. Twitter • Instant news before media websites even pick up on stories • Also used by activists to organize large groups quickly, people in countries where there media is censored • Tools like TweetDeck, HootSuite let you search for issues by hashtag and see everything that has been tweeted

  18. Twitter • I tweet links to articles I have written • I follow employment lawyers, trade magazines, unions, other financial bloggers • Keeps me up to date on new legal cases, emerging issues I may want to write about

  19. YouTube • Tremendous potential I have not exploited • You can make cheap and cheerful “how to” videos with a handheld camera and upload them to your own channel • Link to videos on your blog, website, twitter, FB, LinkedIn • Top video of 2012? • Gangnam style with almost 1B hits!

  20. Integration • Everything I write is posted on my website • I post links to FB, Twitter, LinkedIn • Use mobile apps for all three on my BlackBerry to check newsfeeds when I’m in the car (not driving), waiting for appointments etc. • Keeps me top of mind when my social media contacts need a writer/consultant

  21. Impact of Social Media • On retainer to large insurance broker to write newsletters • Re-connected with new VP through newsletter • HR website I wrote & did video interviews for found me through my website • Moneyville, Toronto Star – Ellen Roseman was on my newsletter list and recommended me

  22. Other resources • Ryerson: CEID100: Digital Skills and Innovation for the Global Economy • Free conference calls • Webex web conferencing and collaboration

  23. Why use social media? • It’s free • It’s powerful • It’s fun How do you use social media to promote your business?

  24. Questions? Sheryl Smolkin sheryl@sherylsmolkin.com www.sherylsmolkin.com [ADD LINK TO PRESENTATION ON MY WEBSITE]

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