Free E-Book: MarketingHacks: Winning Strategy for Social Media and Mobile Marketing

Intro …………………………………………………………………………………………………………………………….3
Goals
Company Objectives ……………………………………………………………………………………….4
Company Playbook ………………………………………………………………………………………….5
Communication …………………………………………………………………………………………………..6
Target Audience ………………………………………………………………………………………………….7
– Segmentation……………………………………………………………………………………………….8
Customer Profiles…………………………………………………………………………………………….. 10
Social Media Platforms – Quick Tips
Facebook ……………………………………………………………………………………………………………..12
LinkedIn …………………………………………………………………………………………………………………14
Twitter …………………………………………………………………………………………………………………… 16
Instagram ……………………………………………………………………………………………………………. 18
Youtube ………………………………………………………………………………………………………………..20
Blog ………………………………………………………………………………………………………………………. 22
Tools
Setup Guide ………………………………………………………………………………………………………..24
Martech ………………………………………………………………………………………………………………..25
Mobile
Customer Engagement ……………………………………………………………………………….27
3Cs……………………………………………………………………………………………………………………………..28
Rented & Earned Media …………………………………………………………………………….29
SMS Marketing ………………………………………………………………………………………………….32
QR Code ………………………………………………………………………………………………………………..32

Hello and welcome to the first in a series of e-books that are designed to simplify and organize your business technology. My name is Peter Phan and I am the owner and principal consultant of Acqui Technology. Acqui Technology is an IT consulting firm that I created to provide technology services and solutions. So, I started the company with a certain framework in mind and while talking with a friend of mine, he said something that just clicked for me. He said that as a salesman, he saw his primary job was to be a solutions provider for whatever his customers needed. I wanted to provide that for my clients too. My clients needed technology support; the companies I worked with wanted to streamline their processes, safeguard their information and ensure that their system was updated and running without interruption. They also saw the necessity of social media marketing and the benefits it offered. However, they had no idea where to begin. Should they hire a full-time marketer or IT manager? Should they try to tackle it themselves? How would they decide what the right path would be for their company and their team? I realized that my years of experience and expertise in this area could help companies and hopefully make their decisions regarding technology easier.

This first e-book is designed to show you the benefits of social media and mobile marketing. I provide the tools to first set your goals and analyze your progress, provide information and stats on the social media platforms that are most used, the benefits of each, discuss why I think you should consider mobile marketing and how to set up some of the social media pages once you have decided the path you want to pursue. My hope is that this e-book provides you with the resources and information you need to make the best choices for your company and educate you so you can then start the process. I hope you enjoy reading it as much as I enjoyed writing it and I wish you the best in all your social media and mobile marketing endeavors.

As a business owner, you know social media and mobile is important and you want to create a plan that works for you and your company. Where do you begin? What platforms should you consider, do you have to be on all of them? Do you have the technology to support it? These questions and more will be answered in this social media and mobile e-book. We will give you the tools to help you decide what your company’s overall goals are for your social media and mobile plan, which platforms to use, how to set up the social media pages you’ve chosen and if mobile marketing should be a part of your strategy. Let’s get started!

Once you have established the goals you want to achieve, you need to focus on who your target audience will be and how to reach them. To gain insight and define your target audience, there are many different resources you can choose from. Which one is best for you? For me, Google Analytics and customer profiles helped a lot in the beginning. “Given the current state of the economy, having a well-defined target market is more important than ever. No one can afford to target everyone. Small businesses can effectively compete with large companies by targeting a niche market” (Porta, 2010).

The Playbook I referenced in the company goals section above, can help you determine your target audience. The resources you choose will help you see if what you are doing is sparking interest or not. You will be able to determine if you need to focus more content to specific audiences or gain access to useful reports that have data on various different areas in market and opinion research, demographic trends, media content analysis and public opinion among other things. With time and patience, you will discover which combination of resources and approaches will be most successful in reaching your target audience.

I have my goals in place, I know my target audience, which social media platforms are right for my company? Since you already have your goals in place, we need to now explore each platform, what they offer, who they cater to, what they are known for. You do not have to use every platform. Each one has different advantages and this section will help you decide the best fit for you. We will be exploring the benefits of Facebook, Twitter, LinkedIn, YouTube, Instagram and Blogs. Whether you are focusing on brand recognition, driving traffic to your website, lead generation or gathering insights and analytics, there is a platform for whatever you want to focus on. Below are some statistics and the main benefits of each platform listed to the right. You will discover which combination of resources and approaches will be most successful in reaching your target audience.

CAMPAIGN TYPES

Facebook Ad Objectives
What is your goal?

Are you focusing on:

Awareness – Bring attention to your brand and introduce more potential clients to your business.

Consideration/Influence – Keep your company in the forefront of people’s minds when they think about a particular product, service or business.

Conversions – Create a call to action or conversion

FACEBOOK AD FORMATS
How do you want to present your ads visually? There are several different ways to do this depending on your skill level and what you are trying to do with your ad format.

Video – videos have become very popular. It creates brand awareness and allows your customers an opportunity to get to know you and your company better.

Photo Ads – photos are a simple and fun way to show people who you are and what you do. It can also create a call to action with a link to a specific page or promotion.

Slideshow Ads – a slideshow will allow you to a share your story with photos, music and text engaging your customers.