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- 15 mins on-demand audio
- 8 articles
- 24 downloadable resources
- Full lifetime access
- Access on mobile and TV
- Certificate of Completion
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- What is an online marketing strategy, and how to measure if it’s working for you
- How building social capital will build your bottom line
- The #1 secret to getting potential customers to know, like, and trust your brand
- The power and balance of influence and engagement as a strategy
- Content, content, content! Insights to creating content and repurposing what you ALREADY have
- The blunders of others and why you don’t want to BE that person
- What to do, if you can only do one thing
- How sales and marketing fit into social media
- And much more!
- computer access
- internet access
Have you been told "social media marketing strategies" is what you MUST do if you want your small business to grow? Are you frustrated with every tip and trick out there and nothing seems to work?
Here is the deal: Marketing has NOTHING to do with social media. Social media is a great place to implement a marketing strategy, if you choose. So learning a marketing strategy, a strategy that brings:
· and customers
to YOUR business is the key. A strategy you can use anywhere, at any time, based on the platforms (i.e. Facebook, Twitter, LinkedIn and more) you like or better yet, where you target market shows up.
You don’t have to do everything to be effective in social media, you just need the right social media strategies to attract the right people, engage them, in less time.
We can show you how.
Ann M. Evanston, MA created this Social Media Training program in 2007, and has been named a top marketing consultant by About.com and written up in The Huffington Post for her effective marketing in social media and the results it gets her clients. Now you have access.
Lisa Ann Landry MSM, is a small business owner, international trainer, facilitator and coach. As an early student of this program, she saw the results for her own business and over the years has taught hundreds of businesses the “SNCC Way” social media marketing system with high praise. Her insights to utilizing the program take it to a new level. And we bring that together - here.
This social media training program is less about how to tweet or build a page or profile, it is more about what marketing strategy will work for your business online. It is about how to create the best compelling content (let’s face it, if you want to be online you need “content”!) that makes people want to be a part of YOUR brand.
That will drive business results!
In this Social Media Training course you will learn social media marketing strategies for small business; also (see course objective to the right):</p>
- small business owners, solo-preneurs, MLN marketers, and non-profits, people with little time needing strategy
- a STAR if you do it extremely well;
- a CHECK MARK if you are good, but could be better;
- a MINUS if you don't do, or rarely if ever do.
Then, listen to the audio to learn some insights into building influence strategy (which is coming in the next section)
Influence is how you CALL your tribe! This is the key strategy of SNCC! Get Ann's book, The Influence Factor on Amazon, and take her course on "The Vision of Your Most Influential Self" here on Udemy.
Engagement is taking the time to comment, like, and retweet other people’s thoughts, ideas, tips and stories, without inserting ANYTHING about what you do.
The SNCC Way strategy consists of 70% engagement and 30% influence. That means of 10 posts a day, seven are engaging in the stream, 3 are Education Based Marketing, Little Pink Spoons and links to your blog. Engagement builds influence, not the other way around. Spend time engaging others, then as we build and practice your influence strategy, you will have a real impact on others because your engagement facilitated relationship building and important emotional deposits for building social capital.
This is critical to determine where you may participate strategically online - it makes more sense to spend your valuable time WHERE your market is versus "spray and pray". Your Target
Market ONLINE is what is important here, that could mean that what you are taught about
potential customers might not be the right answer for online strategy.
Remember too- when your voice is clear it helps with the ultimate goal of
creating raving fans, referral sources, press, SEO, visibility,
credibility and CUSTOMERS! THE SNCC WAY GOAL!
Sometimes being a referral source makes us even more valuable. To be able to say to the wrong customer, I don't know much about your needs in a rural community, but I know the expert who can help! WOW!
The handout gives you a sense of the questions Ann uses when working with customers to help them build a unique brand voice and message to a target market. Take time and answer the questions and increase your clarity about who your brand serves.
To effectively engage your online target market you must
determine which social sites they use. Its imperative to determine because
if you play in places where they are not, it doesn't do you much good – you’ll
never reach them. Remember from the previous lecture that your target market ONLINE is what’s critical here, and what
you’re taught in traditional marketing about reaching potential customers might
not be the right answer for an online strategy. Explore the platforms where your target market is and learn how to start applying the 30X2 model.
This section focuses on creating influence with education based marketing. You may be thinking this is the section that covers how to sell but you’ve learned from the earlier lectures that you don’t want to be the pushy sales person. Remember nobody wants to be sold to - everyone want to choose to buy. The SNCC Way sales strategy is about understanding what educates people to the degree they want to buy from you versus anybody else.
We want you to avoid sales or push marketing and instead use education based marketing because if you become the pushy sales person you irritate your friends and fans causing them to lose interest and ultimately they walk away. Now you lose. The goal here is figuring out how to educate people and attract them to your content so they think Wow! This person is connecting with and talking to me. I need to know more, they get me, they get what it is I’m up against.
When writing your education based marketing themes think about how to take something that will educate people about your expertise or business and at the same time demonstrate that you get them. That’s the key of education based marketing avoid becoming one long winded sales pitch because you will lose people quickly on social media by taking that approach.
In this section you will learn where to find content and how to use it to generate education based marketing themes. This lecture also offers an excellent example of how to repurpose potentially boring content to content that engages social audiences. Observe how to apply brainstorming techniques with Concept Draw Mindmap to generate content.
Many small business owners and solo-preneurs do not think about HOW they show up online. Ultimately, the social space is 3 dimensional- energy is felt and transferred. You have read others posts and felt it's energy, so just as you energetically connected with the content - remember you want people to energetically connect with your brand too. Ultimately, their ability to connect starts with you, and the personality you want your company to have.
- What stories can I tell to connect with and draw my tribe?
- How will I bring ME and my values online?
- What makes me memorable so others want to be a part of what I offer?
- How will you share YOU?
- If you didn't work on the Brand Connection handout, go back!
- In addition, ALL stories can typically be tied into what you sell, which makes a GREAT blogging strategy!
Here is the Cala Lily Blog
This is really important-people are too casual about it and from a business and sales strategy it matters! Rather than assume you know, take a listen!
Remember, just rushing through the training isn't the goal, it's implementing the techniques into your Social Media Strategy.
(This is not about biz pages on Facebook, or company pages on LinkedIn, logos are good there).What did you learn about your avatars? Make sure they energetically represent you.
At The SNCC Way we want you to understand
the importance of what attracts people to your work. As you build online
credibility - what you are about is more important than anything. At The SNCC Way we teach using Law of Attraction techniques so that people are attracted to
you and don’t want to strike you out as they might in an elevator pitch. The
Pull Statement is designed to attract others to want more! Learn how to create and where to use pull statements.
Have you thought about how you will show up and be real online? I mean what boundaries have you set for your online conversations? Have you decided the boundaries you will set for yourself in terms of what you are willing to share on the social sites? Planning for what you will and won’t discuss online are important questions to answer before getting out there and posting potentially damaging content both personally or professionally. I mean content that could impact your safety, career, and business in negative ways. A well thought out consideration of the topics you will avoid will ensure you make smart choices online.
If you are going to participate on the social sites you should know that each site has its own terms of service and rules relative to the activities you do on the platform. For instance Facebook rules for contests and sweepstakes say you must run it on a Canvas Page or a Page App. You cannot run the promotion on your timeline or profile page.
Another example is per the Twitter Rules, "get followers fast" applications and services are not allowed. Surrendering your username and password to them, or otherwise grant access to or control of your account to any third party apps that claim to provide such services can cause your account to be excluded from search.
Be aware there are consequence for breaking the rules that could cause you to lose your accounts or suffer fines. So you can see the important of understanding and abiding by the terms of service. It’s one thing to be unaware of the rules and quite another to know the rules yet break them anyway because you feel no one is monitoring. At The SNCC Way, we feel that lacks integrity and wonder if that’s the message you really want to send about your business. See the attachments for terms of service for the major platforms for a quick peak of the rules.
It's imperative to have a complete and COMPELLING bio that shares enough of your story to ENGAGE, and energetically create a picture of why you do what you do. It also needs to clearly connect to what you sell.
One school of thought says, “Typically, your bio should be written in the third person, using “he/she” instead of “I.” Presenting your bio as if someone else wrote it for you provides a distinction from you and the writer (even if it is understood that it is the same person). The third person also enhances the professionalism and makes people more willing to trust what is being said.” Alyssa Gregory. For more help on writing your bio here is an excellent resource writing a bio like a pro. More recent schools of thought argue it’s better to use first person and write your bio like you are telling a story about yourself. Another tip is to keyword optimize your bio and include the hyperlink to your other valuable social sites. Decide what works best for you using the following tips in this lecture.
An often overlooked aspect of the bio page is the notion of
including testimonials. Customer testimonials matter for sales especially if
you use your testimonials in places where people have fear & anxiety for
instance, landing pages, opt-in forms and shopping cart pages. Its key to make
sure the testimonial is relevant. For example:
I have been to about a dozen seminars in my work career. The last one was pretty good as far as information I can actually use in my work. This one I would say 95% of the material, I will be able to use to make me a better secretary and Facebook user. The training was absolutely excellent!
Carolyn Ortiz – Secretary, City of Lake Forest, Cortize@Lakeforstca.gov
Would you agree this is a great testimonial but not so much for advertising Google+ training program? Identify 2-3 people right now who you could ask for a testimonial from. Start now collect testimonials to add to your bio!
Note: Links displayed in slide show can be found in the supplementary materials.
Sources on using Testimonials
A newsletter is imperative to complete the radial. Yes, inbound marketing is great, but if you never capture data LEGALLY based on ICANN and FTC guidelines and rules you have no way to keep in touch on a deeper level. A newsletter will do that.
There are systems called "autoresponders" and they make sure you are in compliance with the law, but they also allow a level of automation, which is critical, in my mind, for success. In the next lecture I will talk about the difference and how to use the newsletter and the autoresponder portion of this tool.
We personally recommend this system because you can GROW your business with the shopping cart options long term. It will integrate with ANY payment gateway, but also makes management of your freebie legal (Did you know that the FTC made it illegal to email an attachment to a list this fall? These kinds of systems make it legal) and at $20 a month for the newsletter portion up to 15,000 it is a steal.
Sales landing pages, a beast of burden! BUT about 50% of the buying population needs MORE INFO (Ann teaches this in her Warrior Codes for Sales) to buy from you. And that number is even higher if they are not already familiar with what you offer.
Several years ago I REFUSED to use them, but my online sales have increased 60% using sales landing pages for my products and services. Now, the CopyBlogger extraordinaire has created a program that works with your WordPress site, maximizes SEO, and makes the buttons and graphics EASY! In addition is all plug into your wordpress site, AND has a membership component. I use this program all the time now for my marketing and opt-ins because the forms are easy to use:
Are you there yet? If not here is
your 30 day plan in order of priority. If you have questions on strategy, your
voice, influence and engagement, the 30x2 model, LPS, EBMs, newsletters,
integration tools, or the sales radial, revisit the appropriate section in Strategies
for Marketing Successfully in Social Media program on Udemy.com. This
program is based on the 10 week Social Networking Coaching Club. Look for our other social media programs based on
our popular Social Networking Coaching Club which are soon
coming on Udemy. They will introduce you to the social media platforms mentioned
throughout this program and guide you with incorporating the strategies you learned here. The best way for you to
stay informed about our offerings is to sign up for our newsletter. For those of you
who wan’t some coaching, hand holding or one-on-one time, we are also available
for consulting and coaching feel free to contact Lisa Ann Landry or Ann Evanston.