Our delegates for the day, were an enthusiastic selection of people from a wonderfully varied group, all eager to find out how they could use social media for business, and the buzz around the place was palpable upon their arrival.
From 10am to 4pm, our CEO Richard Michie, guided the delegates through a detailed look at Social Media Marketing, and how total command of these platforms can transform a business.
The Social Media for Business Masterclass Begins
Proceedings began by leading the delegates through identifying their customer, their customer persona, what problem their businesses solved, how to target posts to reach each of their identified audiences, and how to attract them to your product/service.
Next, we presented the delegates with the top social media channels and their user statistics. Some of this information surprised the group into considering new social media marketplaces, as well as how they could reach their customers via each, very different, social media platform.
Before tackling each platform in more detail, the delegates were presented two case studies, detailing two clients of The Marketing Optimist, and how their Social Media Marketing has so positively benefited their businesses and brands. (We always love to see the reaction to our client, Hillside Fisheries, engagement statistics. Nobody’s ever expecting it.)
The Social Media Platforms
The deep-dive into each social media platform started with Facebook. We led the group through the process of understanding and identifying their Facebook audience, as well as how to build and grow their Facebook following. Discussing different types of content, and how to encourage engagement followed, as well as addressing how to target content to reach the delegates’ desired audiences. Facebook ads and boosted posts were our next topic of conversation, arming our delegates with the knowledge to really make their campaigns travel, before the all-important lesson in measuring success on the platform.
Discussing the newest social media platform, Instagram, was next on the agenda. Here we put to bed any concerns that our delegates had about Instagram perhaps not being the best platform for a B2B businesses, and before long the group were identifying ways to find their target audience via this platform.
Sharing engagement statistics gained from this platform, filled the room with a level of intrigue and excitement. To help the delegates unlock the benefits of Instagram, Richard guided them through the best content to use on Instagram, how to reach and target different audiences with the power of hash tagging, and the many benefits of linking Facebook and Instagram profiles to make the latter a shoppable profile. Sales and conversions from Instagram, at long last!
Delving into Twitter began by driving our delegates to detail how to identify, reach, build or grow their businesses twitter audience. How to optimise content for Twitter, and how to use its character restrictions to make communications more powerful and engaging, followed.
Those in the group who had received low engagement on Twitter, seemed especially keen to explore this, and any questions were answered, as Richard tackled hash tagging and tagging accounts, as well as how to make the most of our delegates’ business profiles. Finally the group were shown how to measure their success on Twitter.
We concluded our dig into the depths of individual social platforms, with LinkedIn, a platform which had previously split the room in half. During the lunch break earlier in the day, as I wandered around, I heard a number of our delegates having discussions concerning B2B vs B2C businesses, and the benefits of the platform for these two kinds of company.
This was a topic Richard was only pleased to myth bust, as he began to outline the many uses and benefits of LinkedIn for all kinds of businesses. The group, encouraged by this, began to identify their audiences on this platform, before Richard explained LinkedIn’s compatibility for those delegates requiring personal brands as part of their outreach activities.
Hash tags, tagging accounts, and how to raise engagement followed, before digging into how to start conversations on LinkedIn – the key to growth on the platform. To complete the LinkedIn segment of the masterclass, Richard led the delegates through how to utilise the platform’s groups and InMail features, before how to measure LinkedIn efforts.
Content Glorious Content
The penultimate section of the masterclass was surrounding content calendars. Delegates with less experience in graphic or video content seemed to move to the edges of their seats for this part, having gained new knowledge and new ideas in regard to content throughout the day.
This section started with talking the delegates through the ins and outs of content calendar creation, how to discover the best times for posting and reaching their audiences, how frequently they should post across each platform, the importance of image and video content and finally, scheduling via Hootsuite.
The sharing of ideas and discussions between the delegates, throughout the entire day, had created an air of excitement, which was still palpable as Richard brought the masterclass to a close.
Your Website – OWN IT!
The importance of a business’s website was the final segment to draw the class to a close. Whilst not a social media concern, Richard wanted to drive the point home that the website of our delegate’s businesses were their own platform. They own it. It isn’t going to suddenly change its algorithm or change its functionality. The big take-home from this section, was that if our delegates begin to transform their Social Media Marketing efforts, but converted customers hit their website and are disappointed, or perhaps the website has poor functionality for example, they risk wasting their efforts.
As Richard brought the masterclass to an end, the delegates broke into applause, bringing this sold our event to a wonderful close.
Thank you very much to all our delegates, and to Wizu Workspace for hosting us all and looking after us.
In response to demand, and in case you weren’t able to join us for this sold out Social Media Masterclass, we’ll be running our second at Wizu Workspace on April 25th.