Learn about the co-creator of The SNCC Way - Strategies Networking Customers Capital and meet international trainer and facilitator Lisa Ann Landry. Gain tips for successfully starting and completing the program.
You may be tempted to skip this section, when we coach clients on their struggle for CONTENT, we start here. EVERYTHING builds toward a story and content strategy. Besides, all great leaders of businesses review these questions regularly!
In order to know how well your doing requires that you measure your progress and monitor the conversation taking place about you, your brand, products and services. Learn to use tools such as Google Alerts and Social Mention. Make sure and printout the handout to start tracking your results.
Get raving fans, press, increase your presence these are just a few goals that can be achieved with social media. Explore how to accomplish these goals and more by understanding why the foundation of your social media marketing is your blog. Learn about education based marketing and little pink spoons and what they have to do with your blog and the other social sites.
- 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)
Section 4 Summary Social Media, Social Networking and Social Marketing
Engagement is taking the time to comment, like, and retweet other peoples 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 youll never reach them. Remember from the previous lecture that your target market ONLINE is whats critical here, and what youre 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 youve learned from the earlier lectures that you dont 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 Im 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. Thats 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.
Section 5 Summary Build an Influential Voice Online
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 dont 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.
Section 6 Summary Developing Brand Connection
Interesting Private Message on Facebook....
Don't Just Jump and Buy that URL!
Would you feel Attracted to THIS?
Confusion Says: You LOSE Business This Way
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 wont 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. Its 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 thats 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.
Another consideration for businesses is to create a social media policy for your organization and to make sure to stay in compliance with FTC Guidelines for Endorsements.
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 its 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!
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
· Ensuring Your Testimonials Comply With the Law
· Customer Testimonials Gets Results
· Guides Concerning the Use of Endorsements and Testimonials in Advertising
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.
Your newsletter strategy is the cornerstone of sales success using social media. If you plan correctly, those optins to your list are one step closer to becoming a customer!
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 want 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.
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