Archive for LinkedIn

How to Develop Social Media Marketing Strategies for Your Business

With so many digital media choices out there, you must develop specific social media marketing strategies for your  business. Otherwise, you’re going to waste precious time, money and resources not getting the results you want. In this video, I show you how to do this and how to come up with strategies for each individual network. I recommend taking this class AFTER you’ve done the basic videos for each network.

How to Develop Social Media Marketing Strategies for Your Business


Class notes: https://azsocialmediawiz.com/wp-content/uploads/SocialMediaStrategies.pdf

Use the free templates in this blog post.

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Video: How to Use Hashtags to Effectively Market Your Business

Hashtags are everywhere! Even on LinkedIn! Use them consistently to brand your social media posts. This video will show you how. I also cover them in the Twitter class.

How to Use Hashtags to Market Your Business in Social Media:


Class notes: https://azsocialmediawiz.com/wp-content/uploads/Hashtags.pdf

 

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How to Effectively Market Your Business on the New LinkedIn

LinkedIn is your virtual Rolodex! It’s networking at the chamber of commerce on steroids. If you’re B2B, LinkedIn should be your primary network. If you’re B2C, it helps with credibility and LinkedIn users are consumers, too! This series of classes includes the new layout, where they moved things around, new features and should you go premium or not.

Marketing Your Business on the New LinkedIn Part 1:

Class notes: https://azsocialmediawiz.com/wp-content/uploads/LinkedIn101March2017.pdf

LinkedIn Part 2 – Company pages, groups & more!


Class notes 2: https://azsocialmediawiz.com/wp-content/uploads/LinkedIn102March2017.pdf

A tour of the new LinkedIn:

With LinkedIn’s recent platform update, they moved things around, made it easier to connect with people, added new features and took some away. Take this tour so you won’t waste time looking for what you need to do to effectively promote your business with LinkedIn. A must for B2B businesses.

Hashtags now Work on LinkedIn!

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What You Need to Know on How to Build a Social Media Following

If you’re just starting out with marketing your business on social media or if you’ve had your accounts setup but haven’t been using them, you need to spend some time up front building your social media following.

Here are the steps you need to take to build your social media following:

  1. Free Download: Define Your Target Market WorkbookGet to know your Target Market Niche(s): You must identify your target market personas first. This is a crucial step. For instance, you talk to someone under 40 differently than you would to someone over 40. (Related Content: How to Reach the Generations on Social Media)
  2. Do some research on the social networks and your target: Find out:
    • Which networks do they frequent the most?
    • What are their buying habits?
    • What’s the best strategy to get their attention?
  3. Develop a Strategic Plan where you indicate:
    • What are your goals, metrics and objectives?
    • What type of content are you going to create (blog, video, pictures, podcasts) and the type of content are you going to share from trusted industry sources? You can’t just share your stuff.
    • Create specific strategies for each of the social media networks:
      • If you’re B2B, your primary network will be LinkedIn.
      • If you’re B2C, your primary networks will be Facebook and Pinterest.
      • Secondary networks for both would be Google+ and Twitter (for exposure and SEO).
      • Don’t ignore Facebook and Pinterest if you’re B2B – it still helps with reaching people. And if you’re B2C, don’t ignore LinkedIn – it gives you credibility and LI users are consumers, too! These are tertiary networks.
  4. What You Need to Know on How to Build a Social Media FollowingPut together a tactical plan: You’re going to spend more time up front building a following in your PRIMARY NETWORKS.
    • B2B:
      • 15 minutes a day on LinkedIn
      • Blog 2 times a week on your website
      • Blog once a week on LinkedIn
    • B2C:
      • 15 minutes a day on Facebook
      • 15 minutes a day on Pinterest
      • Blog 2-3 times a week on your website
    • Both: Automate content posting using free tools like HootSuite, Buffer or Dlvr.it to Google+ and Twitter. This could be your re-shared blog posts as well as other related and relevant content of interest to your target market from trusted sources. Use Feedly.com to organize your blog subscriptions.
  5. Search for your target market and follow them on Twitter, Google+ and Pinterest. When you follow someone, they’ll be notified and hopefully, if you’re sharing good content, they’ll want to follow you back. On Twitter, thank people for following you. (That’s the only network where that’s part of its culture.) This should take about 30 minutes a day between all the networks.
  6. Search for and connect with your target market and referral sources on LinkedIn
  7. Share good, relevant content on Facebook. Unfortunately, you can’t search and contact people on Facebook as your business. However, you can start with your own friends and invite them to like our page.
  8. Have both share and follow buttons on your website. Make it easy for people to follow you on the networks and make it easy for them to share your content with their friends. You need to have both social media share and follow buttons on your website

I didn’t mention Instagram, but you should consider it if you’re more B2C and you want to reach the under 40 crowd. Instagram just hit 700 Million monthly active users. Your strategy here will be branded pictures and short videos. SnapChat is for an even younger crowd, under 25. Similar to Instagram, use branded graphics and short videos.

Once you’ve built your social media following, then you are in management, monitoring and maintenance mode. If you’ve mastered the tools, organized your content and got a gist of how each network works, you can manage your social media in 30 minutes a day.

Here are some follower goals for each of the networks for your first month:

  • Facebook: 30 likes so you can start seeing your insights then, 100 so you can start monitoring your competition in “Pages to Watch”
  • LinkedIn: 50 personal connections; 10 followers on your business page
  • Twitter: 100 followers – then you can start getting analytics
  • Pinterest, Google+, Instagram and SnapChate: 10 followers each

At the end of each month, you must review your analytics and insights.

  • Analytics & PlanningOn your website – make sure Google Analytics is setup:
    • Number of visitors and page views
    • Time spent on your site
    • Bounce rate
    • Referral sources: Besides the search engines, which social media networks brought in the most visitors to your site?
    • Conversion rates: How many visitors converted to leads because they clicked on your call-to-action?
  • On each of the social media networks:
    • Number of followers: Have you reached your goal?
    • Most popular posts: Create more of those.
    • Best time to post: When are the majority of your fans and followers online to get the most reach?
    • Follower demographics: Does this match your target market personas?
    • Engagement rate: likes, shares, comments, clicks

Then adjust your strategic and tactical plans accordingly for the next month.

You are probably thinking, “How do I learn HOW to do all this?”

Never fear! Your Social Savvy Solution is HERE!

I’ve got all the classes online from the how-to basics in the Master Class (boot camp) to intermediate (tools & strategy) to advanced (analytics and insights – measuring what’s working and not working). It’s setup in a logical progression with easy-to-follow video classes and demonstration videos so you learn how to do everything the right way.

You learn best practices, the culture of the major networks (Facebook, Pinterest, Instagram, Twitter, LinkedIn, Google+ and YouTube), search engine optimization, blogging and content marketing. Each video is from 15 to 45 minutes long. They’re up 24/,7 so you can watch them at your own time and at your own speed.

All for only $20/m. Full-access to all the videos. Once you get through the basics, you can pick and choose which ones you want to focus on. I upload new, updated videos each month following all the changes and new features from the networks. Cancel at any time. Anywhere else you’ll pay from $25 – $80/m. Why am I less expensive?

My goal is to help the small business owner, like yourself, become social savvy enough to effectively market your business online.

What are you waiting for? Click here to get started now!

Your Social Savvy Solution Members Only

Spring Social Media JumpStart Package: $3500 for doing the “heavy lifting” up-front work. Includes:

  1. Research and planning ($500, regular $675) (1-2 weeks)
  2. Social Media Setups ($500, regular $675) (1-2 weeks)
  3. JumpStart Follower Builder (1 month)
  4. 1 month free online video classes (a $20 value)

Click here for details on the all the services.

Let me do the time-consuming up-front work while you learn how to do it yourself. At the end of the JumpStart, I hand over the reigns. You have 1 month of full-access to all the classes. After that, it’s $20/month for updated videos. (This stuff is constantly changing!)

Billed upfront via Square in 3 payments ($500, 500 and 2500). You can start the online classes with your first payment. Contact me for details. 

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It’s About Time! Hashtags Now Work on LinkedIn! Get More Reach!

I couldn’t believe it! I saw “#success” in someone’s post and I thought, “Why not? Click on it to see what happens.” And lo and behold, it created a search for “#success” and all the posts with that hashtag came up! It’s about time, LinkedIn, it took you long enough to incorporate hashtags! It's About Time! Hashtags Now Work on LinkedIn! Get More Reach!

It's About Time! Hashtags Now Work on LinkedIn! Get More Reach! Finally! Twitter was the first social network to use hashtags. Then Facebook picked them up. About that time, LinkedIn was trying to get them to work to no avail. Google+ added them and hashtags are the best way to brand your Instagram pictures and videos.

So, apparently with the new LinkedIn redesign, someone figured it out. They worked on LinkedIn’s mobile app and now also on desktop.

LinkedIn also added new features like being able to easily connect with someone who’s a 3rd level connection without having to upgrade to Premium (Yay!). They also moved everything around. The New LinkedIn Updated videos are up at the Online Training Center – sign up now! 

Use hashtags consistently on all your social media posts.

When someone clicks on it, whether on your post or someone else’s, all the posts with that hashtag come up. Come up with hashtags from your keyword research. Use both common ones like #Success but also create one that is exclusive to your business or an event. Use them for branding.

There’s more on hashtags in the videos in the Online Training Center – get Social Savvy – start now!

Change is tough, but the alternative is obsolesence

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24 Foolish LinkedIn Mistakes and How You Can Fix Them

Google considers LinkedIn one of the top referral sites for information on professional people. If someone googles your name, more than likely your LinkedIn profile will come up in the first few of the Google search engine results. That’s where you want to be. However, if your profile doesn’t put forth your best image or is missing major keywords, forget it! It never ceases to amaze me how many LinkedIn mistakes I see people making!

You have only 7 seconds to catch someone’s attention and make a good impression!

What does your LinkedIn profile say about you? Here are a few LinkedIn Reputation Killers (LinkedIn Mistakes) that you need to address ASAP!

Having a LinkedIn profile without your picture is like going to a networking event with a paper bag over your head.

  1. No picture. There is no reason why you should not have a picture of yourself — not a caricature or a cartoon character. You are networking. People remember faces before they remember names or even occupations. I’ve walked into live networking events where I don’t know a soul and someone will walk up to me and say, “I’ve seen you on LinkedIn!” I reply, “That means what I do works!” They saw my picture next to posts in one of the local area groups. (More on this later) Not having a picture on your LinkedIn profile is like walking into a networking event with a paper bag over your head.
  2. Incomplete name and location. You must put your full name and your location. That way people can find you easier. Even if you have a “global” business, put your actual location. Also, it must be your name not your company’s name. People connect with people. People follow companies. Companies have company profiles which are separate from personal profiles. Your personal profile “owns” your company one. (This is also true for Facebook and Google+).
  3. Incomplete heading. Your heading tells someone what you do in a glance. You must put your title and your company. Don’t just put “owner” or “entrepreneur”. Put your company’s name.
  4. Less than 50 connections. 50 is the magic number on LinkedIn along with a complete profile to be an “all-star”. Connect first with your friends, co-workers, former colleagues, former classmates, then connect with people you’ve met at networking events. After the event, sit with the cards you collected and invite everyone connect with you on LinkedIn. Remind them where you met: “John, it was nice meeting you at the networking event last night…”
  5. No vanity URL. If your LinkedIn address has a bunch of numbers at the end of it, you need to create your vanity URL. This makes it easier for you to put your LinkedIn profile address on your business card. If you have a common name, you’ll need to add your middle name or initial. LinkedIn will let you know if your name is available.
  6. No summary. Here is where you promote your business – not your resume or your life story! You have a business, you’re not looking for work. Here’s where you add relevant keywords describing what you do and what you offer. Use bullet points not long, wordy paragraphs. Don’t use “flowery language” either. Get to the point. You’ve got plenty of space here. Use it.
  7. Only one job experience. For a profile to be complete, LinkedIn requires at least 2 jobs. Add even a college job in there. Make sure that your current position is where you are working now. Even if you do more than one thing. Moreover, make sure people know exactly what it is that you do!
  8. No recommendations. Recommendations are important as they carry more weight than “endorsements”. Anyone can click on the “endorse” button — even if they know you or not. Recommendations have be to personally written by someone who knows you or your work and they need to be connect to you on LinkedIn.
  9. No skills. These are your keywords. You can put up to 50 skills. Use them.

    LinkedIn All-Star

    Once your LinkedIn profile is 100% complete, you’ll be an All-Star!

  10. No company profile. As mentioned in #2, companies have company profiles. You must have an email address at the company URL to set up a company page.
  11. Not participating in groups. There’s a group for every interest and industry out there. Search for those where your target market hangs out, post and participate in discussions regularly.
  12. Not having a link to your website  – The link must go to your current website and the website should work properly and showcase what you do. The link helps with search engine optimization (SEO). It helps promote your business.
  13. No business email address – Unless you’re looking for work, the email address should be your work email with your website URL. If you are job searching, make sure your email is not a funny or cute name. Keep it professional.
  14. No phone number  – If you are in business for yourself, you need to make it easy for people to contact you! There are still many folks out there who prefer to call rather than email. It’s easier to call you from a mobile phone. More and more people access LinkedIn via the mobile app. If your phone number is there, all they have to do is touch it to call you.
  15. No link to Twitter – You’re missing a huge marketing tool if you’re not on Twitter and if you don’t have your Twitter account linked to your LinkedIn Profile.
  16. No link to your blog – Again you’re missing the biggest online marketing tool if you’re not using a blog to show off your expertise.
  17. Having multiple links to wrong sites – one person has 2 links to her one Twitter account. Another has a link to a site that either no longer exists or hasn’t yet been built.
  18. Posting about sports, religion, politics or personal topics. LinkedIn is a professional, business-only site. Save the personal stuff for Facebook.
  19. Trying to set up a company profile with a Gmail or Yahoo email. You can’t. You must have a verified email address with your company’s URL.
  20. Trying to set up a company profile that’s not listed in your experience. You have to have your company listed in your experience with the exact same name. Your are connected to your company as an employee.
  21. Not knowing the difference between “Update” and “Publish a Article”. “Update” is a status update similar to Facebook. “Publish a Article” is writing an article in LinkedIn’s blogging platform, Pulse. It’s like writing for your local Business Journal. Write at least a 500-word article.
  22. Sending promotional selling emails just because someone is in your network. That’s spamming and it is not tolerated anywhere in social media. Just because I’m connected with you doesn’t mean that I’m interested in your product or service. It’s not who you know, it’s who your friends know.
  23. Starting a group thinking you’ll get participants. Just because you start a group, doesn’t mean people will flock to join. It will help if you have an existing organization and a plan for what will be the theme and discussions.
  24. Spamming groups. No better or faster way to lose credibility than to self-promote in a group.

Whether your B2B or B2C, you can benefit from having a LinkedIn profile. You:

  • Show off your expertise
  • Toot you own horn
  • Establish credibility and trust
  • Network with potential referral sources

Remember, it’s not who you know, it’s who your friends know.

LinkedIn is in the process rolling out their new layout. That means not everyone sees it at once. I still an not seeing the new one. As soon as I do, I’ll be doing a update video for the Social Savvy Solution Members Only Learning Center. You can learn the LinkedIn basics — as well as the other major networks — and then get a tour of the new layout when it rolls-out my way. Your Social Savvy Solution Members OnlyChange is tough

 

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How to Simplify Marketing that is More Complicated than Ever

How Often Should You Blog for Marketing Success?I just watched a webinar on “The Future of Marketing” (this link will take you to the slides). The first presenter, Mark Schaefer made me realize that the “marketing wheel” graphic I use to explain how today’s marketing works is obsolete. Ah, the challenges of keeping up with this stuff!

Before, you wrote a blog post, then shared it on the social networks. Ideally, your target market saw the post, was enticed to click on it, which led them back to your website. Well, that kinda-sorta still works, but it seems like the social media networks, predominantly Facebook, LinkedIn, and I’ll throw in Google+, want publishers to create content just for them. They want to be the content magnets. They want the attention. So your website isn’t the center of it all anymore — the social networks want to be your source of information.

How to Simplify Marketing that is More Complicated than Ever

Source: The Future of Marketing Webinar with Mark Schaefer

What’s up with the Social Media Networks?

The social media networks are in this to make money. They rely heavily on user analytics and data. Moreover, they make changes to their platforms based on that data.

Their objective is to…

  • get people on their platform
  • keep people on their platform
  • collect personal information (yeah, I know, Big Brother)
  • then take that data and use it for advertising

What you need to do in your marketing:

You can’t get around this. To quote the Borg, “Resistance is futile. You must comply.”

  1. Go where your customers are
  2. Focus on building awareness
  3. Give people a reason to go to your website

Because content and information are so readily available — between digital media and apps — people have what they need at their fingertips.

So what’s a small business marketer to do?

  1. Now more than ever you MUST start with narrowing your target market niches. Write up personas, give them names. Get to know them. How do they use social media? What devices do they prefer?
  2. Do some research. Once you’ve narrowed down the niches, you have to study their habits. Breaking them up in to basic age groups is the first key:
    1. Under 25
    2. 25-40
    3. Over 40
  3. What are their pain points/problems that you can solve? How can you make their lives better, easier, more fun, happier, etc.?
  4. Come up with the content that gives them what their looking for — blog posts, videos, podcasts, pictures. What you choose depends on the networks they frequent and what each age group prefers.
    1. Blog posts at least 300 words
    2. Videos that you upload directly to Facebook or Facebook live videos
    3. Short Instagram videos
    4. Short opinion, motivational, inspirational or advice pieces/text accompanied by a picture
    5. Original articles for LinkedIn — especially if you’re B2B
  5. Write this all down in strategic and tactical plans.
  6. Implement the plan
  7. Monitor and measure — check your analytics monthly to see what’s working and not working. Adjust your strategic and tactical plans accordingly.
  8. Plan for the next month – set new goals and benchmarks
  9. Repeat steps 4-8 every month.

By this point you’re probably thinking, “I can’t do this!” “There’s too much!” “I just want to quit!”

That’s why I created Your Social Savvy Solution SIMPLIFIED! Marketing made simple.

Your Social Savvy Solution Simplified! Marketing made easy!Yes, I added another “S”!

If you follow the steps, in that order, you will be able to reach your target market, draw them to your website and convert them into a sale. I outline everything for you. From optimizing your website and profiles for the search engines — both Google and the social networks — to strategizing for each network — to how to measure your efforts. Each step is covered in detail. Even how and where to do research.

Best of all, it’s affordable! Just $20 gets your started! You can watch the all the videos, download all the materials 24/7. Go at your own pace, in your own time. If you’re a morning person, get up early and watch a video or two. If you’re a night owl, watch them at 1am. Whatever works for you! The individual classes are around 15-35 minutes. Everything is in a logical progression. You can view the videos covering where you feel you need more help first then check out the others later on. You have full-access to all training materials.

What’s more, there are new, updated videos each month. As the networks add new features and change things around, I’ll record both presentations and demonstration videos explaining the changes, what they mean to you and what you need to do to adapt it to your business.

Face it. In this age of modern technology, you have to go at the speed of change or definitely get left behind. It’s your choice.

Join now, stop at any time.

Your Social Savvy Solution Members OnlyThe way to get started...

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Top 10 Best Social Media News for the Week of Jan. 6

So how’s the first week of 2017 been treating you? I’m pleased to announce that I’ll be assisting 2 new start-up businesses do market and keyword, research, strategic and tactical planning, setting up their social media platforms and building their following. You’ll hear more about them down the line as I record myself doing a lot of the work so you can learn how to do it yourselves! And that’s what this is all about!

Empowering You to Become Social Savvy!

Here again are this week’s Must-Read, Social Media News You Can Use!

      1. Marketing automation for the little guy is helping to power the new economy – Marketing automation has become very affordable. I use MailChimp (ad link) and it works like a charm for me. The marketing automation feature is only $30 a month. It’s pretty basic and for those of you starting out and trying to grow your email list, you can’t beat the price! However, you have to have an enticing offer so that a visitor will give you their email address. That’s a conversion.

        Related: 3 Elements of an Effective Website that Produces Results


      2. 6 Tactics for Turning Your Website into a Lead Generating Machine – This one goes with the one above. Isn’t that the goal of your website to generate good, quality leads?
      3. Mixed Signals on Social Commerce – I wrote about this in my 2017 outlook for social media piece. 1 in 5 Internet users have actually bought something directly from social media. That’s impulse buying!
      4. 9 Ways to Sell on Social Media – Back when social media began, we were told not to “sell” on social. Social media was supposed to drive traffic to the website and that’s where they convert. Conversely, the social media networks are now making it easier to sell on social.
        Make 2017 Your Best Year Ever!
      5. Top LinkedIn Demographics That Matter to Social Media Marketers – Many B2C marketers ignore LinkedIn. Nonetheless, according to the demographics, LinkedIn users have buying power.
      6. Will StumbleUpon Help in Improving the Website Traffic – Some of you may not have even heard of StumbledUpon, but it is a free tool to help with search engine ranking.
      7. Does Content Actually Bring in Customers? – I know some of you are still not convinced that blogging and producing useful content for your target market(s) actually works. Maybe seeing it on Entrepreneur Magazine will persuade you to take it seriously.
        Blogger and copywriter service
      8. Here’s the First Periscope Live 360° Video Taken Underwater – I wrote about 360° video in the 2017 Content Marketing outlook piece. Here’s another cool example. What you can do with this is only limited by your creativity.
      9. 21 Tips on Running a Great Social Media Contest – Contests are a great way to get exposure, grow a following and drive traffic to your website.
      10. Consumer Trust Is Evolving in the Digital Age – People buy from whom they know and trust. Embracing this fact is crucial to marketing success. Interesting data on generational breakdowns regarding the sources they trust. Furthermore, understanding how people in different age brackets use online media is important.
        What You Need to Know About Social Media and Website Analytics

Never give up on a dream

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Your 2017 Success Blueprint – 10 Content Marketing Truths You Need to Know

To have good SEO, you need to have good content. Content Marketing is a crucial a part of your marketing plan as are SEO and Social Media.

Here’s what you need to know and do regarding Content Marketing in 2017:

1. Video – Hotter than Ever!Video marketing is still hot!

Good content doesn’t only need to be written. In 2016 we saw Facebook Live Streaming Video take off and Facebook also admitted that Native Videos (videos uploaded directly into Facebook) get more exposure than plain posts.

To give videos an extra lift, embed them into your blog posts. The text of your blog post can be your video’s transcript, like I do with my Q&A posts.

“I think video is a megatrend, almost as big as mobile.” ~Mark Zuckerburg

What You Need to Do: Figure out how you can incorporate video into your marketing mix.

  • You don’t have do one every day. Once a month or even a couple of times a month.
  • Use your smartphone to create short how-to videos
  • Get on Facebook and do a live video from anywhere — as long as you have wifi!
  • Do a voice-over recordings of PowerPoint presentations
  • Determine which format works for you — in ease of creation and amount of views they get
  • Try Twitter live videos
  • Coming soon – Instagram live videos
  • Video Converts

In fact, when video is prominently featured on a landing page, conversion rates can go up by a whopping 80%. ~ Convince and Convert

2. Unique, High-Quality Content will be Key

Focus on quality over quantityAbsolutely – Quality over Quantity! Don’t forgo quality in order to get more content out there.

  • No fuzzy graphics — there is no excuse! You can create high-quality pictures with free online, easy-to-use graphics programs like Canva. Download free, license free, online pictures and graphics from sites that I list in this blog post. And don’t steal!
  • Proofread before you publish or post — read your blog post aloud to yourself. Even your social media posts!
  • Preview your blog posts before publishing — Do the graphics look good? Does the eye of reader make a natural progression down the page to your Call-to-Action?

What about unique?

“Most Americans are exposed to 4,000 to 10,000 advertising messages a day!” ~ Convince and Convert

What makes what you have to say or show unique? What makes you different? How is your content different from what your competition shares?

What You Need to Do: Plan out what content you’re going to create.

3. Reshare Your Content on Social Media

Resharing content can increase engagement by over 600%!

Social Media Terms Glossary & Online Marketnig Lingo Guide Free ebookSo you publish your blog post at 9 am and share it on all your social media networks at the time. Someone that logs on at 3 pm or in the evening probably won’t see it unless they have you in a Twitter list or Google+ circle; or have your posts showing first (a Facebook feature). You can manually schedule it to republish on your social networks using tools like HootSuite (ad link), Buffer or TweetDeck.

Another way to give your content extra exposure and traction is to publish it on LinkedIn’s Pulse. At the end of the post, add the line, “This post originally appeared on______” with a link to the original article on your blog. Your site still maintains the authority because there is where the post originated. Yet, on LinkedIn, you validate your expertise by showcasing what you know and how you can help people.

There’s a plugin I use called Revive Old Posts. For free, you can reshare to Twitter. With the upgraded version ($75/yr.), you can also reshare to LinkedIn and Facebook.  I think it’s worth it just to save the time of manually scheduling. You pick the time frame and you can exclude posts that are not “evergreen” or are time-sensitive.

Think of it this way, your perfect potential customer could have missed it the first time it went out!

What You Need to Do: Don’t be afraid to reshare your content.

4. Blogging – a CORE part of your Content Strategy

Blogs are rated 1 out of 5 the most trusted sources of information online.

People ignore the paid ads in Google search and go for the organic content because they know that that’s where they’re going to find the authentic answers to their questions or problems.

What You Need to Do: Read some of my articles on blogging:

5. Build Relationships through Your Content

“Content builds Relationships, Relationships are built on Trust. Trust delivers Revenue.” ~ Andrew Davis

Good content marketing builds relationshipsAnd this applies not to just blogs, but what you post on social media and the videos and podcasts you produce. The more you post about what you know, the more you solidify and build credibility and trust.

Even if you use direct mail, people are going to check you out online, before they hire you or buy your products. People will…

  • Google your company or brand name
  • Look at reviews not just on Google, but on Facebook and Yelp
  • Compare prices and check out your competition
  • Read more information until they are satisfied that they can trust you

People buy from whom they know and trust.

What You Need to Do: Produce good, quality content, build your following and build your email list.

6. Visual Content

Change is tough, but the alternative is obsolesenceYes, videos, but also pictures, animated gifs and infographics work. Even if you don’t sell a product, you can share inspirational and motivational quotes as well as original graphics.

B2B or B2C, you can use these two social networks to share eye-catching visuals….

Instagram:

Here are some recent Instagram stats:

  • 68% of Instagram users engage with brands regularly
  • Instagram has 58 times more engagement per follower than Facebook
  • 50% of users follow a business
  • 60% of Instagrammers say that they learn about a product or service on the platform
  • 75% of Instagrammers take action after being inspired by a post, like visiting a website, searching, shopping or telling a friend

Pinterest: “The World’s Catalog of Ideas.”

Here are some recent Pinterest stats:

  • 150 Million monthly active users
  • 67% of pinners are under 40-years old
  • Male users have grown by 150% in the past year
  • 87% of pinners have purchased a product because of Pinterest
  • 72% of pinners use Pinterest to decide what to buy offline

What You Need to Do: Go visual – figure out what will work for your business.

Make 2017 Your Best Year Ever!7. Be Impactful

Free Download: Define Your Target Market WorkbookFor content to be Effective, it must have IMPACT. In order to be impactful, your content must be MEMORABLE. To be memorable, requires that you truly Understand Your Audience (target market).

Yes, we’re back to that again. What does it mean to Understand Your Target Market?

Knowing the answers to these questions as it applies to your perfect customer…

  • What makes them happy?
  • Who do they trust for information?
  • Where are they hanging out online? In other words, which networks do they prefer?
  • What angers them?
  • What are their pain points and problems that you can solve?
  • Who influences them?
  • What are their wants, desires and dreams?
  • How is your content going to impact their lives? To Sell or Not to Sell: What is the Right Ratio on Social Media

Is your content going to try to sell them something right away even if they’re not ready to buy? Or is it going to provide useful information that they can use right away hence building trust?

People Buy from whom the Know and Trust

You need to map where the customer is in their buying journey.

  • Do they need more information?
  • Have they developed trust towards your company?
  • Can they make a decision to buy right away, or do they have more questions?

What You Need to Do: Download my free Define Your Target Market Workbook

  1. Answer all the questions as it pertains to your business whether B2B or B2C. You can have more than one target market.
  2. Create buyer personas for your defined targets.
  3. Research your target and your industry so you can understand their buying habits as well as their online media usage.

8. Create Memorable and Evergreen Content

Content that's memorable builds trustIf your business is anything like mine, you need to educate your target market in why they need your product or service; why what you have to offer is better, different, more effective, etc.

Your content can, of course, be in the form of a blog or static pages on your website, but they can also be….

  • Videos
  • Podcasts
  • Infographics
  • Social Media Posts

The objective is to build trust and credibility. You need to us Truth as a Service.

Evergreen content is anything that’s not time-sensitive, seasonal, or talking about an event or specific day. It stands the test of time. You can share it over and over again and it still is applicable. Its information is useful and solves problems that people keep having.

Give them best practices to tackle their problems. Think emotion and functionality. The folks at Copyblogger define it this way….

These special resources are in-depth examinations of a problem, solution, trend, or topic. They can help your audience find tons of information on a subject that interests them, which adds value to your blog.

Evergreen content is timeless.

What You Need to Do: Plan out your content marketing strategy.

9. Provide the AnswersYour content markeing should provide answers to the questions your target is asking.

It’s up to you to provide the answers to the questions Your Target Market Personas are asking. Are you getting it yet? You can’t answer the questions if you don’t know what they are!

I like Q&A sites like Mosaic Hub and Quora. I’m signed up to get an email every time someone asks a question in my fields of expertise. The idea is to try and be the first one to answer the question — providing the best answer. If you see that someone beat you to it and their answer is the same as yours, I give them a thumbs up and don’t bother writing the same thing. HOWEVER, this just gave you material for a blog post or a video. If people are asking it on those Q&A sites, they’re asking it also on Google and YouTube.  [Related: SEO in 2017] YouTube is the 2nd largest search engine next to its parent, Google. The most searched-for phrase on YouTube is “How to”.

What You Need to Do: Get on those Q&A sites and search for the questions pertaining to your field of expertise.

10. Make sure EVERYTHING is Optimized for Mobile!

Google Mobilegeddon 2017 is coming!I cover mobile as it relates to SEO in the previous article of this 2017 planning series.

Here are some tips to make sure you’re content can be seen on mobile devices:

  • Large enough type. No smaller that 14 pt, 16 pt is considered the best size.
  • Pictures not too large and they should be responsive – that is, they move over when viewed on a small screen so you can see the text.
  • External links (links to sites outside yours) should open to a new tab in the browsers.
  • Your mobile website should have the same content as your desktop site. What that means is that it contains all your static pages and your blog posts.
  • Make sure there are NO POPUPS in your mobile site. Starting Jan. 10, 2017, Google will block sites with popups in mobile!

What You Need to Do: Visit your site on a mobile device. If it’s not optimized, do something about it.

 

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Q&A Video Realtor: How Do I Increase My Sales?

A Realtor asked, “How can I increase my sales satisfactorily?” He then elaborated: “I have been dealing in the Real Estate business for 20 years. Three years ago I launched my Website, but I did not notice a big difference since then. How can I improve my sales?” Without knowing where he’s located or looking at his site, I’m assuming that all he has is a glorified online brochure – aka a stagnant website. That, by itself, is like having a billboard in the middle of the ocean. Sure a passing ship MAY see it, but it’ll be few and far between.

In this installment of Q&A with the Wiz, I answer his question. It’s a good lesson on how to do it right in today’s marketing world.

Here’s Q&A Realtor: How Do I Increase My Sales?

The Real Estate industry is highly competitive and very saturated. That is there are too many Realtors out there for the number of potential customers.

What makes him or her different from the other Realtors in their office or down the street? How do you stand out? What’s your passion?

People buy from whom they know and trust. Building trust and credibility online is more than just saying “I’ve been in the Real Estate business for 20 years.”

Today’s Inbound Marketing is like a 3-legged stool. You must have a website properly optimized for the search engine, along with fresh content in the form of a blog (at least weekly) and then you have to share your blog posts in the social media networks as well as actively participating and engaging with followers. You can’t have one without the other 2 and expect results.

The content, when shared on social media, will drive people to the website. It’s up to the website, with a clear call to action, to capture that lead. You’re converting a visitor into a lead – a warm lead! You need to give them something. Maybe a guide to living in your city. A free downloadable ebook that the visitor to your site, if interested, will give you their email address in return.

Once you have their email address, they’re put into a drip marketing automation system. They first get a thank you for downloading with a link to the ebook. Then in a day or two, you might send them an email asking them when they’re planning on moving and offer a free phone consultation. If they don’t respond in a few days, you may then send them a video of you in front of one of your listings. And so on….. Even having a monthly newsletter with excerpts from your blog as well as your current listings will keep you “top of mind”. And if they’re still interested, they may take action.Book your free 30-minute phone consult

When I ask a Realtor, “Who’s your target market?” They almost always say, “Anyone who wants to buy or sell a house.” Then I “Say narrow that down.” Then they’ll say, “Hispanics” or “Snowbirds” or some other category. Narrow it down a little more. “Retirees living in Canada and the Northwest U.S. who want to move to Phoenix.” OK, now we have a target!

You have to write a blog post at least once a week. 2-3 times a week is optimal. Start with every frequently asked question you can think of that you’ve been asked in your career as a Realtor! Write about the neighborhoods, the arts and cultural events, things to do, etc. Show off your knowledge of the area. The idea is that you’re building that trust and credibility and you’re sharing information that your target market wants.

Use social media to not just connect with pFree Download: Define Your Target Market Workbookotential clients, but also referral sources. It’s not who you know it’s who your friends know. You’ll want to be on LinkedIn for professional connections, Facebook and Pinterest to reach the consumers, Google+ and Twitter for exposure.

It will take a lot of time and effort, but if you diligently blog 2-3 times a week and spend a few minutes a day on social media (once you have a social media following built), you should start seeing results in 2-3 months. Figure it’s going to take about 90 minutes a day for the first 30 days to build a following on the social networks, if you’re starting from scratch — beside blogging 3 times a week. And if you’ve never blogged, the more content you put out there, the faster Google will take notice.

Increasing sales, though it’s the bottom line of what you want, is the end goal. Set a monetary goal for the year. Break it down in to monthly goals starting modestly in the beginning then increasing as you get better at marketing.

Make 2017 Your Best Year Ever!

 

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