AMPUP Your Digital Marketing

Chuck Hester is a national speaker on LinkedIn and author of Linking in to Pay it Forward: Changing the Value Proposition in Social Media. His specialties include social media marketing, public relations strategies, and marketing communications to name a few. He’s an author and podcast host with an emphasis on LinkedIn. Chuck recently joined AMP UP Your Social Media’s host Glenn Gaudet to discuss how LinkedIn can be used for professional branding.

"Be genuine. Be transparent. Treat your connection like they’re standing right in front of you.”

Chuck discusses ways that you can use LinkedIn to your advantage as a professional branding tool:

-Use LinkedIn for more than just recruiting.

-Build employee groups.

-Make your profile engaging.

-Make your LinkedIn profile not just a resume - make it a portfolio!

Brian Basilico started his first business - a recording studio - at age 18. After working for AT&T, he worked in recording and eventually worked with an agency in interactive marketing. 13 years ago, he opened his own business focusing on the trifecta of websites, analytics, and social media. Brian recently joined AMP UP Your Social Media’s host Glenn Gaudet to discuss social media marketing and how it relates to C-level employees. “Education is one of the best ways to get C-level people…[to use new social media techniques]. It’s even more powerful if you can show a competitor doing that!” Brian talks about ways to help CEOs and businesses understand how to develop a social media strategy: 1. Establish your market. Knowing how to sell your product and how to utilize your marketing platform is all based on who your market consists of. People want to connect with businesses, so developing a presence through content helps to put a face to your business. Even if your marketing team is posting on behalf of the CEO, take the time to connect with and establish your market. Look for opportunities to utilize social media components to improve upon your traditional methods. 2. Post in industry-specific groups. Even if your content is mostly informational, find content that creates a connection and engages your market. Build a reputation with skilled people in the industry in order to gain traction in the market and to gain a response. If you don’t have an industry-specific group to post to, create your own! 3. Plan ahead. When you attend conferences and industry-related groups, take the time to plan ahead and meet up with folks who plan to attend. Then, when you attend the event, you can solidify the connection and develop the relationship further. 4. Maintain the relationship. While many companies may be overzealous off the bat when it comes to their social media marketing, many falter over time and forget to maintain the relationships they’ve created. Partners, vendors, and clientele remain loyal to those who maintain and strengthen the relationship over time, so don’t let these efforts fall by the wayside.

Brian Basilico started his first business - a recording studio - at age 18. After working for AT&T, he worked in recording and eventually worked with an agency in interactive marketing. 13 years ago, he opened his own business focusing on the trifecta of websites, analytics, and social media. Brian recently joined AMP UP Your Social Media’s host Glenn Gaudet to discuss social media marketing and how it relates to C-level employees.

“Education is one of the best ways to get C-level people…[to use new social media techniques]. It’s even more powerful if you can show a competitor doing that!”

Brian talks about ways to help CEOs and businesses understand how to develop a social media strategy:

1. Establish your market. Knowing how to sell your product and how to utilize your marketing platform is all based on who your market consists of. People want to connect with businesses, so developing a presence through content helps to put a face to your business. Even if your marketing team is posting on behalf of the CEO, take the time to connect with and establish your market. Look for opportunities to utilize social media components to improve upon your traditional methods.

2. Post in industry-specific groups. Even if your content is mostly informational, find content that creates a connection and engages your market. Build a reputation with skilled people in the industry in order to gain traction in the market and to gain a response. If you don’t have an industry-specific group to post to, create your own!

3. Plan ahead. When you attend conferences and industry-related groups, take the time to plan ahead and meet up with folks who plan to attend. Then, when you attend the event, you can solidify the connection and develop the relationship further.

4. Maintain the relationship. While many companies may be overzealous off the bat when it comes to their social media marketing, many falter over time and forget to maintain the relationships they’ve created. Partners, vendors, and clientele remain loyal to those who maintain and strengthen the relationship over time, so don’t let these efforts fall by the wayside.

Becky Livingston, owner of Penheel Marketing, has been in marketing and technology for over twenty-five years. She has extensive experience working with clients in small business, non-profit, and financial services in social media and digital marketing. As a former programmer, she was impressed with LinkedIn and its networking capabilities, launching her into her current marketing career. Becky recently joined AMP UP Your Social Media’s host Glenn Gaudet to discuss social media marketing for CPA firms. "By having a marketing plan or at least a social media schedule…[you avoid forgetting what] caused a spike or valley in your analytics, marketing, or lead generation.” Becky offers these tips for CPA firms on social media marketing: 1. Carefully advertise. Many smaller CPA firms cannot advertise about their services, per se. Because LinkedIn is a B2B network, you have an opportunity to use a free platform based on your individual needs such as lead generation, web traffic, and niche markets. Understand your profession, and know your limits. Any regulated industry requires careful sharing of client information and the like. Create policies, become educated, and be comfortable with what you’re doing while following these regulations. 2. Align goals. The firm’s goals and social media goals can sometimes differ, so align your goals for a successful social media campaign. Generating leads, increasing traffic, and increasing exposure all require different social media marketing strategies and can change the way you utilize social media networks. Have a firm understanding of your business’ goals for social media for the best social media campaign. 3. Know your buyer persona. The buyer’s persona is your target audience, and the first step to understanding this is research. A well-made strategy aimed at the wrong market will have disappointing results. Once you’ve researched your market, review your history to see what has been successful in the past. Utilize resources appropriately to reach your goals through social media and digital marketing. 4. Create proper content. Regardless of the medium, your content is the core of your social media campaign. You’ll want content that can be used in many different ways. For instance, a single article can be utilized for slide decks, presentations, and additional articles! Inbound marketing and content development is an essential piece of the media you share, so develop your own content.

Becky Livingston, owner of Penheel Marketing, has been in marketing and technology for over twenty-five years. She has extensive experience working with clients in small business, non-profit, and financial services in social media and digital marketing. As a former programmer, she was impressed with LinkedIn and its networking capabilities, launching her into her current marketing career. Becky recently joined AMP UP Your Social Media’s host Glenn Gaudet to discuss social media marketing for CPA firms.

"By having a marketing plan or at least a social media schedule…[you avoid forgetting what] caused a spike or valley in your analytics, marketing, or lead generation.”

Becky offers these tips for CPA firms on social media marketing:

1. Carefully advertise. Many smaller CPA firms cannot advertise about their services, per se. Because LinkedIn is a B2B network, you have an opportunity to use a free platform based on your individual needs such as lead generation, web traffic, and niche markets. Understand your profession, and know your limits. Any regulated industry requires careful sharing of client information and the like. Create policies, become educated, and be comfortable with what you’re doing while following these regulations.

2. Align goals. The firm’s goals and social media goals can sometimes differ, so align your goals for a successful social media campaign. Generating leads, increasing traffic, and increasing exposure all require different social media marketing strategies and can change the way you utilize social media networks. Have a firm understanding of your business’ goals for social media for the best social media campaign.

3. Know your buyer persona. The buyer’s persona is your target audience, and the first step to understanding this is research. A well-made strategy aimed at the wrong market will have disappointing results. Once you’ve researched your market, review your history to see what has been successful in the past. Utilize resources appropriately to reach your goals through social media and digital marketing.

4. Create proper content. Regardless of the medium, your content is the core of your social media campaign. You’ll want content that can be used in many different ways. For instance, a single article can be utilized for slide decks, presentations, and additional articles! Inbound marketing and content development is an essential piece of the media you share, so develop your own content.

Krishna De is an award winning digital communications, online publicity and content marketing strategist and mentor. She works with large business's HR, marketing and communications departments to develop comprehensive communications and marketing strategies. Krishna recently joined AMP Up Your Social Media’s host Glenn Gaudet to discuss how Google Hangouts On Air can be used for social commerce. "Don’t ignore Google+!" Listen in to the podcast to learn about: Google Hangouts On Air: What are they and why should social media marketers care? Examples of how brands are using HOA’s in their marketing How to use Hangouts On Air to support lead generation and social commerce The latest App to be added to Google Hangouts – the Showcase App – what it is and how it can be used

Krishna De is an award winning digital communications, online publicity and content marketing strategist and mentor. She works with large business's HR, marketing and communications departments to develop comprehensive communications and marketing strategies. Krishna recently joined AMP Up Your Social Media’s host Glenn Gaudet to discuss how Google Hangouts On Air can be used for social commerce.

"Don’t ignore Google+!"

Listen in to the podcast to learn about:

Google Hangouts On Air: What are they and why should social media marketers care?

Examples of how brands are using HOA’s in their marketing

How to use Hangouts On Air to support lead generation and social commerce

The latest App to be added to Google Hangouts – the Showcase App – what it is and how it can be used

Bobbie Carlton is the founder of Innovation Nights, a free monthly product launch party and networking event that has grown into a local innovation economy mainstay. She mobilizes the local social media community to help support Boston-region entrepreneurs and innovators with grassroots level visibility. They've helped to launch more than 600 local products in five years. In addition, Bobbie founded Carlton PR & Marketing, a boutique integrated marketing agency. With Innovation Nights expanding to at least 10 new geographical regions outside of the Boston market in the coming months, Bobbie joined AMP UP Your Social Media’s host Glenn Gaudet to discuss how communities can work together to support their local startups and entrepreneurs. "Your perfect customer might not be in the room, but there is probably someone who knows your perfect customer.” Bobbie offers tips to engage people via social media who may not be tied to a particular company, but tied to a particular community: Identify the community that you are targeting Understand the community’s motivation Define how your audience will benefit from your content Identify how you can get your community working for you Thank anyone who helps promote a company or community publicly or via a direct message to show your appreciation

Bobbie Carlton is the founder of Innovation Nights, a free monthly product launch party and networking event that has grown into a local innovation economy mainstay. She mobilizes the local social media community to help support Boston-region entrepreneurs and innovators with grassroots level visibility. They've helped to launch more than 600 local products in five years. In addition, Bobbie founded Carlton PR & Marketing, a boutique integrated marketing agency. With Innovation Nights expanding to at least 10 new geographical regions outside of the Boston market in the coming months, Bobbie joined AMP UP Your Social Media’s host Glenn Gaudet to discuss how communities can work together to support their local startups and entrepreneurs.

"Your perfect customer might not be in the room, but there is probably someone who knows your perfect customer.”

Bobbie offers tips to engage people via social media who may not be tied to a particular company, but tied to a particular community:

Identify the community that you are targeting

Understand the community’s motivation

Define how your audience will benefit from your content

Identify how you can get your community working for you

Thank anyone who helps promote a company or community publicly or via a direct message to show your appreciation

Desmond Wong is the content and community marketing manager at AgilOne, a software startup focused on predictive marketing analytics. Desmond joined AMP UP Your Social Media’s host Glenn Gaudet to discuss the importance of design in social media content marketing strategies. "Tweets that include an image are more than 2x as likely of creating a click through!" The chance of your Tweets getting lost in the Twitter feed is monumental. Desmond offers tips to help capture your audience on Twitter: Work closely with your design time to create visual assets for social media. If you don’t have a design team check out other websites and social media channels for inspiration, such as PatternTap.com. Keep your messages and your content branded. Don’t make your visuals salesy. Include a call to action.