00:00:07.000 –> 00:00:18.000
Welcome everybody to 5 W. 23, which is optimize, optimize your social media marketing and advertising.

00:00:18.000 –> 00:00:31.000
And this is this course covers the key elements of designing, planning, and executing a modern social media strategy in the small business environment.

00:00:31.000 –> 00:00:32.000
So we’re gonna cover a lot of stuff on. Obviously.

00:00:32.000 –> 00:00:45.000
And we’ll get started by just talking a little bit about the class, and how.

00:00:45.000 –> 00:00:46.000
So I’m Carl, you can email me. Carl P.

00:00:46.000 –> 00:01:07.000
Had small business thoughts.com. If you have any questions about the class itself, about how to get a handouts, or can’t access a page, or whatever email concierge at small-bizthots.com, and they will take care of you that that email goes to my entire team and whoever

00:01:07.000 –> 00:01:11.000
gets help you, the fastest will do so.

00:01:11.000 –> 00:01:13.000
So just, you know a little bit about the class the the first thing you need to do at anything at it.

00:01:13.000 –> 00:01:24.000
Service provider University is log in, and once you log in you’ll have a list of your classes.

00:01:24.000 –> 00:01:36.000
You can access, and if you’ve taken many classes, then you’ll have access to all of them from there you will have access to this class in perpetuity.

00:01:36.000 –> 00:01:43.000
All you have to do is log in, and now that you’ve paid for it, it’ll just be no matter what.

00:01:43.000 –> 00:01:44.000
When you look at the where the the class page is, you see that there’s the next units.

00:01:44.000 –> 00:01:52.000
Pay attention to those you need to finish unit before you move on to the next.

00:01:52.000 –> 00:01:59.000
You can always scroll down and go directly to a specific unit if you choose.

00:01:59.000 –> 00:02:12.000
That same page will have the recording. Once the recording is up, so we try to get them up within a day, and usually much more on the right side next to that, you’re gonna see the handouts.

00:02:12.000 –> 00:02:21.000
So your slides will be there, as well as any other materials for the day.

00:02:21.000 –> 00:02:39.000
We sort of put those up. Usually the weekend before class starts, and then also there’s a place at the bottom, you see, where it’s says read transcript we put a transcript of the classes up, and then extra resources will be something like if we link to an outside

00:02:39.000 –> 00:02:48.000
source, such as you know, Amazon, or whatever those links will be in the extra resources.

00:02:48.000 –> 00:03:00.000
I do want to encourage you to go through the tests, the quizzes at the end of each class, and also to consider certifications.

00:03:00.000 –> 00:03:07.000
You know, around 10 to 15 questions per class, and then the certification exam takes 50 of those questions.

00:03:07.000 –> 00:03:28.000
The ones that you’ve already seen, and if you pass those exist certification exams, then you get a certification as service Provider University certified technician or specialist, or whatever depending on the certification, you do so take a look at that there is a certification.

00:03:28.000 –> 00:03:38.000
Class for each of the classes. All right now to this class.

00:03:38.000 –> 00:03:39.000
We’re gonna talk about sort of where?

00:03:39.000 –> 00:03:50.000
Social media fits in the big picture. And you know, this is actually, I have to start out by saying, a lot of this is my opinion.

00:03:50.000 –> 00:04:00.000
I, on an average week reach about a 1 million pairs of eyeballs on social media.

00:04:00.000 –> 00:04:05.000
So that doesn’t mean that I know anything more than anybody else, except that I have built some.

00:04:05.000 –> 00:04:16.000
What of a structure? In a way that I go to market with this we’re going to talk about that, and I haven’t noticed. But to give you my opinion on that.

00:04:16.000 –> 00:04:23.000
And today specifically, we’re going to talk about getting started by taking control of your data, taking control of public information.

00:04:23.000 –> 00:04:33.000
That is out there about your company, and then some tips and tricks on some tools tools to use, and so ultimately, and I’m literally was just thinking about doing a video about this, you have to take action.

00:04:33.000 –> 00:04:43.000
The reason that we have homework every week is that it?

00:04:43.000 –> 00:04:53.000
It separates you from the mental world into the physical world, where you actually do things.

00:04:53.000 –> 00:04:54.000
Our goal here is to have you leave this class with us.

00:04:54.000 –> 00:05:11.000
With a real plan that you are currently executing with social media I hope everybody on this call has some social media presence already, and we’re just gonna take that to the next.

00:05:11.000 –> 00:05:16.000
Don’t worry about what other people’s presence is.

00:05:16.000 –> 00:05:23.000
If you have whatever let’s just say you have 50 costs under contracts or a 100 clients under contract.

00:05:23.000 –> 00:05:31.000
Well, then, if you have an additional 50 or 100 people in your social media, that’s enough to double your business.

00:05:31.000 –> 00:05:34.000
So you don’t need 10,000 you don’t need a 1 million.

00:05:34.000 –> 00:05:35.000
You don’t need to compete with Taylor Swift.

00:05:35.000 –> 00:05:48.000
Their booty pie, or whatever you just need to improve with Taylor Swift, or boot pootie pie, or whatever you just need to improve your business, so don’t.

00:05:48.000 –> 00:05:50.000
So today, we’re gonna talk about a little bit about sales, a little bit about marketing a little bit about.

00:05:50.000 –> 00:05:58.000
Some funnels, and then sort of how we put this together into schedules.

00:05:58.000 –> 00:06:04.000
We always have handouts to handouts are on that page.

00:06:04.000 –> 00:06:05.000
We saw first. One is called Y-by-wise.

00:06:05.000 –> 00:06:19.000
Why? Why are you here? The second one is sort of a defining your social media profile, and you know, this is also something where you need to keep up on it.

00:06:19.000 –> 00:06:23.000
You need to revisit these these things from time to time.

00:06:23.000 –> 00:06:29.000
Minimum. I would say once a year, and then, of course, we have a change plan.

00:06:29.000 –> 00:06:35.000
So I want you to take action and actually do things. So take notes whether you use this change plan or not.

00:06:35.000 –> 00:06:46.000
Have some place where you keep notes over the next 5 weeks, and make plans to actually make changes within your business.

00:06:46.000 –> 00:06:50.000
Now this just a promotion, just a this is a blank promotion.

00:06:50.000 –> 00:07:01.000
If you want to know my philosophy about sales and marketing, there’s a free set of videos and blog posts over at cheeky sales coach.com.

00:07:01.000 –> 00:07:10.000
We do 25 on sales and 25 on marketing, and so that’ll give you some sense of how I approach all of this stuff.

00:07:10.000 –> 00:07:14.000
So I encourage you to go spend a little bit of time there.

00:07:14.000 –> 00:07:31.000
Alright. So my profile. So I have been doing this. I’m just gonna just round it up to since 2,005, or maybe a little before that.

00:07:31.000 –> 00:07:35.000
And I guess I’ve been doing it professionally, which is to say, I’ve put attention on it and worked my tail off to do social media.

00:07:35.000 –> 00:07:51.000
Since about 2,005. I I was in it, like most people before that, and then I decided that this has got to be a way for me to make money.

00:07:51.000 –> 00:08:14.000
So every day I get on, and I put a joke on Facebook, and then I just sort of cruise through and catch up on anybody who has shouted out to me on Facebook, I scroll down through the main page and see what my friends are up to and then I go to linkedin and

00:08:14.000 –> 00:08:33.000
Twitter, and sometimes Instagram and Pinterest and I tried to interact like as a human being actually interact at least 3 times on each of these social media I don’t always succeed, but it’s enough that people see that I’m there.

00:08:33.000 –> 00:08:37.000
And I’m actually, and then I will post to Instagram and Pinterest.

00:08:37.000 –> 00:08:50.000
But I don’t actually communicate. I don’t try to have a back and forth conversation there to me.

00:08:50.000 –> 00:08:56.000
Those are outbound, broadcast. Media, Dennis asked.

00:08:56.000 –> 00:09:02.000
The question is Twitter worthwhile? Oh, by the way, I’m not a chat, guy, so use the for getting my attention.

00:09:02.000 –> 00:09:04.000
So if you want me to see it put a question or comment in, so is Twitter worthwhile.

00:09:04.000 –> 00:09:22.000
Well, I I just have to say billions of interactions per week means you should be there now, it doesn’t mean you have to participate in politics or anything else.

00:09:22.000 –> 00:09:28.000
Most people, literally the 99.9 9 9% of people on Twitter are there to have a good time to promote their business, to have conversations.

00:09:28.000 –> 00:09:55.000
They are ignoring the stuff, the stuff around politics, the stuff around, you know, Elon Musk, and whether he owns it this week, and whether he’s firing everybody and like they don’t care about that, they care about having a conversation about ransomware or whether I really need to renew this

00:09:55.000 –> 00:10:01.000
warranty, or whether you can expect a computer to last more than 3 years right?

00:10:01.000 –> 00:10:23.000
I mean, people are having real conversations, and you should be there, and in particular, one thing we’re talking about a little bit later is, you should know where your clients, because the best probability of finding more people who look like your favorite clients is to find out where your favorite clients are hanging out if they spend

00:10:23.000 –> 00:10:31.000
all their time on Linkedin yeah. Well, you ought to be on Linkedin if they spend all their time on Linkedin. Yeah. Well, you ought to be on Linkedin, and many of them ignore it, and that’s cool too many people in our industry.

00:10:31.000 –> 00:10:42.000
Ignore. So anyway. So that’s sort of my daily routine weekly.

00:10:42.000 –> 00:10:48.000
I put out a small-based thoughts technology, a newsletter on Mondays.

00:10:48.000 –> 00:10:55.000
I tried to blog at least once for small business thoughts and relaxed focus succeed.

00:10:55.000 –> 00:11:01.000
I also am. I work with the National Society of It Service Providers, and I’ve been trying to get up to doing weekly blog posts for them.

00:11:01.000 –> 00:11:08.000
But for my business it’s relaxed focus.

00:11:08.000 –> 00:11:15.000
Succeed in small business thoughts. I do a podcast for the Sb community podcast on Thursdays, and I try to get out a Youtube video on Friday.

00:11:15.000 –> 00:11:26.000
Although sometimes it’s Saturday, and that might be for standard operating procedures for the technology community, it might be for relaxed focus, succeed right?

00:11:26.000 –> 00:11:38.000
So there’s a schedule, you know, literally a production schedule and it’s much more manageable than it looks, because a lot of this stuff can be programmed in advance.

00:11:38.000 –> 00:11:47.000
And then monthly I have a relaxed focus, exceed newsletter, and then I have a community newsletter for my online code.

00:11:47.000 –> 00:11:48.000
I also have a meeting every week from my online community along, I don’t really consider that.

00:11:48.000 –> 00:11:59.000
Social media per se. But that can be newsletter and a community video.

00:11:59.000 –> 00:12:17.000
Those are once a month, and then sometimes I add in additional blog posts, simply because I was in the mood for it, or something hits my attention, and so out comes the blog and then, usually in a month, I will have one, and on rare occasions to promotional newsletters, or

00:12:17.000 –> 00:12:26.000
emails. So this class, generally speaking, 2 weeks before class starts, I send out an email promoting the next class.

00:12:26.000 –> 00:12:32.000
And so, while it’s in my weekly Newsletter, there’s also one additional promotional email just for that on rare occasions a vendor.

00:12:32.000 –> 00:12:37.000
I never sell my mailing list, but vendors will pay me to send an email to my mailing list.

00:12:37.000 –> 00:12:54.000
But it’s it never leaves my possession, and then quarterly, if I’m lucky, I’ve got a vendor who pays me to send out an email to be honest, that doesn’t happen quarterly.

00:12:54.000 –> 00:13:03.000
I’d like it to happen Quarterly, but it doesn’t, and then I usually try to put on a webinar that is open to the public and free that I can record and add to my ongoing stuff.

00:13:03.000 –> 00:13:23.000
So I have a site. Imsp Webinar, with with just singular webinar mspbinar.com where I have my state of the nation address, and recent webinars that I’ve done, and upcoming webinars and so that’s a place where I can send people and it

00:13:23.000 –> 00:13:30.000
gets them into my web. Now, what you’re gonna see through this entire class is that this entire structure is designed to be fairly big and complicated, and that there’s people are likely to see me somewhere.

00:13:30.000 –> 00:13:51.000
See my company, and they’re going to be hard-pressed to avoid seeing something.

00:13:51.000 –> 00:13:55.000
Now, whether they click on it, or engage it’s a completely different story.

00:13:55.000 –> 00:14:00.000
But you know eventually you know the way you look at it, the way what I would if I were running your company the way I look at it is, you gotta have a page.

00:14:00.000 –> 00:14:03.000
You gotta have a place for people to go that might be your blog.

00:14:03.000 –> 00:14:18.000
It might be your website, but there’s gotta be a place for people to go, and then you’ve got promotions that send people there, so you might do a webinar.

00:14:18.000 –> 00:14:21.000
Just talking to potential clients about warranties, or about ransomware, or about what kind of computers you recommend.

00:14:21.000 –> 00:14:45.000
And then that points them to your website, right? And on Twitter, Facebook and Linkedin, wherever and you point them to the promotion for the webinar right?

00:14:45.000 –> 00:14:46.000
And then you. So they go, you know, from the universe they wander in.

00:14:46.000 –> 00:14:52.000
They see something about you. They go to your webinar from the webinar.

00:14:52.000 –> 00:14:55.000
They go to your website right? Some variation of that needs to be happening on a regular basis.

00:14:55.000 –> 00:15:05.000
Now, one thing I haven’t talked about yet, but we’ll get into later.

00:15:05.000 –> 00:15:12.000
I have administrative assistance, who helped me make this look easy.

00:15:12.000 –> 00:15:19.000
For example, Crystal, who works for me. She has a real job somewhere, doing something else.

00:15:19.000 –> 00:15:33.000
But come about 50’clock. She logs in, and she looks through all my blogs all my, you know I’ve got a blog for succeed in one for smallbbish slots. She looks at my Youtube channel she’s you know everything.

00:15:33.000 –> 00:15:44.000
Everything, where she can see that I have created content, and if she sees that there’s content there, then she takes that and reposts it.

00:15:44.000 –> 00:15:46.000
I believe we’re currently 8 times 8 days apart. So a total of 64 days into the future.

00:15:46.000 –> 00:16:00.000
So if I blog something today, and it’s not timing, then it will echo through the universe for the next 2 months.

00:16:00.000 –> 00:16:01.000
Right. And that’s across Facebook, Linkedin Twitter, Instagram, Pinterest.

00:16:01.000 –> 00:16:09.000
Right. So it’s sort of echoes through the universe.

00:16:09.000 –> 00:16:19.000
So it is unlikely that somebody will not have an opportunity to see it now, whether they do or whether they engage again. Different story.

00:16:19.000 –> 00:16:27.000
Dennis interact with comments on Youtube. Yes. So you should interact with comments on anything on rare occasions, you know, like, that’s odd.

00:16:27.000 –> 00:16:36.000
The thing that people wanna interact with the most is the jokes I put on Facebook that’s kind of my own fault.

00:16:36.000 –> 00:16:42.000
But but they do interact. They do see that there’s a an ongoing conversation, a day-to-day sort of humorous take on the world.

00:16:42.000 –> 00:17:02.000
But on Youtube, if somebody like I have a day to day sort of humorous, take on the world, but on Youtube, if somebody like I have one of the things I do on Youtube is I fix stuff.

00:17:02.000 –> 00:17:08.000
So I will say, Oh, look at this power supply! Blah blah blah! And then I’ll have people who will argue with me.

00:17:08.000 –> 00:17:19.000
Oh, you drew that component backwards. I’m like, no, I actually didn’t. And you know I can prove to you I didn’t do whatever.

00:17:19.000 –> 00:17:28.000
But I’m not gonna argue with people. I just say nice things in return. Most of the time people say things like, Oh, this was really helpful, thank you, or subscribers.

00:17:28.000 –> 00:17:36.000
You might get 50 or a 100 comments, but if you have a 100, subscribers, your chances are you’re not going to get any comments.

00:17:36.000 –> 00:17:45.000
And that’s okay. The fact that people didn’t take the time to comment doesn’t mean that they didn’t actually watch it or get something out of it.

00:17:45.000 –> 00:17:46.000
It’s I have a little folder where I keep positive things.

00:17:46.000 –> 00:18:08.000
That people have sent me, and you know, with whatever a 1 million coms a week it’s not a very big folder, so you know, people are not often motivated to engage even though you’d like them to so we’re gonna repeat this at the end of the class.

00:18:08.000 –> 00:18:23.000
So, but I would like you to take a snapshot today and a snapshot at the end of the class, and if this were a real class at a community college and I were grading you the Delta, the change between the end of the class.

00:18:23.000 –> 00:18:32.000
And today, you know, end of class minus today. It would have an effect on your gradient.

00:18:32.000 –> 00:18:38.000
So today you may or may not have a clear picture of why you are trying to use social media.

00:18:38.000 –> 00:18:49.000
But if you do, write it down, and then right down how you use it, do you have a newsletter?

00:18:49.000 –> 00:18:52.000
Do you take articles from that and put them on social media?

00:18:52.000 –> 00:18:59.000
Do you write? Got a monthly you know, column on Linkedin, do you? You know?

00:18:59.000 –> 00:19:09.000
What do you document it? Write it down. And this is actually going to be your homework for today.

00:19:09.000 –> 00:19:11.000
I’m so you see, educational blog posts versus personal communications, jokes, and so forth.

00:19:11.000 –> 00:19:33.000
How many posts each week? Well, the the jokes is literally just as a rule, one a day, and maybe the the average over the course of a year is 1.1 or something like that.

00:19:33.000 –> 00:19:36.000
But basically one joke a day. It’s only on Facebook. I don’t.

00:19:36.000 –> 00:19:38.000
I don’t, joke on Linkedin for me.

00:19:38.000 –> 00:19:43.000
Linkedin is 100% business. Twitter is mostly broadcasting Pinterest and Instagram are all broadcasting, so I don’t try to engage per se.

00:19:43.000 –> 00:20:11.000
Their personal communications, I would say probably 3 or 4 minimum per day on Facebook and one or 2 a day on Linkedin, and occasionally, you know, if I, especially if somebody has is talking about something I really appreciate or enjoy on Twitter I will make Comments.

00:20:11.000 –> 00:20:18.000
And so far I try to engage on Linkedin Twitter and Facebook.

00:20:18.000 –> 00:20:19.000
And so you know, I and it, and you know it’t take very much time.

00:20:19.000 –> 00:20:36.000
Literally, if you go through in the morning after you’re up to speed 5 min each is the maximum that you need to spend on that and then, you know, maybe do it again after lunch, right?

00:20:36.000 –> 00:20:41.000
Or if somebody sends you something, then you end up on Facebook, go ahead and do the routine.

00:20:41.000 –> 00:20:54.000
Go through your pages, and whatever that we’re gonna talk about and just spend 5 min on, here’s an absolute truth that you need to just accept whether you like it or not.

00:20:54.000 –> 00:20:59.000
Most of the time nobody is paying any attention to you, no matter how many followers you have.

00:20:59.000 –> 00:21:00.000
So you just have to keep added, and keep trying and keep going and that’s just the way the world works.

00:21:00.000 –> 00:21:11.000
And if you’ve never done radio, let me just give you a hint.

00:21:11.000 –> 00:21:14.000
It is really disconcerting to talk into thin air and just know that somebody out there might be listening.

00:21:14.000 –> 00:21:27.000
And I did radio for 10 years, and I never got used to the fact that God, I hope this transmitter is on, because I have no idea whether anybody’s listening or not. Right.

00:21:27.000 –> 00:21:34.000
Social media is a bit like that, you know. You just have to keep doing it, and you have to believe.

00:21:34.000 –> 00:21:44.000
So now your list. You must have a list, and if you don’t have a list, I am just telling you absolutely, indefinitely.

00:21:44.000 –> 00:21:45.000
There’s nothing more important that you’ll get out of this administration.

00:21:45.000 –> 00:21:58.000
Then building your list, your list is the first name, last name and email address of people that you want to communicate with.

00:21:58.000 –> 00:22:06.000
At a minimum. This should include your current clients and your current prospects.

00:22:06.000 –> 00:22:15.000
Now on top of that again. Whatever you do, put out a newsletter, and so who do you send that to? Where are you?

00:22:15.000 –> 00:22:18.000
Gonna send it to your list. If you have something urgent.

00:22:18.000 –> 00:22:22.000
If you see something urgent, if you see something that comes down that said, Oh, my gosh!

00:22:22.000 –> 00:22:25.000
All of your your clients and your employees need to know this immediately.

00:22:25.000 –> 00:22:31.000
Your list is the way that you distribute that it’s where you send your newsletter.

00:22:31.000 –> 00:22:36.000
It’s where you send your advertising. You don’t have to abuse it.

00:22:36.000 –> 00:22:44.000
I highly recommend that you use it very sparingly. My newsletter, my main list, which is about 10,000 names.

00:22:44.000 –> 00:22:55.000
I send out one weekly Monday email and the occasional once a month additional email for promoting a class or something.

00:22:55.000 –> 00:23:07.000
And I’m very rare occasion something else. That list has a right now about a 33% open rate, which is twice the average for my industry.

00:23:07.000 –> 00:23:12.000
Because and you know this, if you’re in my industry, people abuse their lists.

00:23:12.000 –> 00:23:18.000
There are people who send out an email every single day. So you have to be careful of it.

00:23:18.000 –> 00:23:24.000
But even if you only use your list for postal mailings, you have to have a list.

00:23:24.000 –> 00:23:30.000
There’s like, if you are in business, you must have a list.

00:23:30.000 –> 00:23:31.000
You must never throw it away. You must never abuse it.

00:23:31.000 –> 00:23:38.000
You must update it from time to time. You don’t have to use constant contact.

00:23:38.000 –> 00:23:49.000
If your list is a 100 people you can send right out of your outlook I don’t necessarily encourage that, but you can you don’t have to have Mailchimp.

00:23:49.000 –> 00:23:51.000
You don’t have to have anything that you go pay for.

00:23:51.000 –> 00:23:55.000
But you should have a list, and you should have a list absolutely, indefinitely.

00:23:55.000 –> 00:24:14.000
The everyone on this call, even if your list has 6 people on it, put together a newsletter and send it to those 6 6 and encourage them to share it with their friends, and throw it to 8 and 10 and 20 and up from there I would say most people who have let’s say 50 to 100

00:24:14.000 –> 00:24:20.000
clients should have a mailing list that’s in the neighborhood of 250 names, and those are everybody you met at a mixer. I went to a mixer.

00:24:20.000 –> 00:24:29.000
Last week, for people were drinking alcohol and throwing axes strangest thing I’ve done in a long time, but I collected 8 business cards.

00:24:29.000 –> 00:24:40.000
There were like 30 people there, but I collected 8 business cards and those people, because I haven’t interaction with them.

00:24:40.000 –> 00:24:51.000
I can put them on my list now. I didn’t, for some of them, because I didn’t think there was any prospect there, but anyone who might be a prospect can go on your list.

00:24:51.000 –> 00:25:11.000
If you do a podcast, if you do a webinar, if you do anything where people register, then in the United States, you can have a box that says, Hey, I understand that I’m being added to a mailing list, and they will be in Europe, they have to actually check a box that says, add me to

00:25:11.000 –> 00:25:16.000
your mailing list. So you gotta do that. All the tools know this.

00:25:16.000 –> 00:25:20.000
All the tools make it possible. But no matter what you do, you must have a list.

00:25:20.000 –> 00:25:27.000
We will come back to this again and again, and again. Yeah, you might also have all kinds of other stuff that we’re gonna talk about.

00:25:27.000 –> 00:25:31.000
But you absolutely have to have a list.

00:25:31.000 –> 00:25:36.000
Alright any questions before we launch on. That’s really just my way of telling you.

00:25:36.000 –> 00:25:43.000
I’m taking a sip of coffee.

00:25:43.000 –> 00:25:47.000
Alrighty then, and we’ll again put them in the Chris.

00:25:47.000 –> 00:25:58.000
If small list, why not use outlook? Yeah. Well, so the main thing is the email sites don’t like to see you spamming the universe.

00:25:58.000 –> 00:26:04.000
And they all have different thresholds. If you have a super small list, 1015, 20, you’re probably okay.

00:26:04.000 –> 00:26:10.000
A 100 is getting up there. Basically, you don’t want them to notice you.

00:26:10.000 –> 00:26:19.000
There are also programs that you can download that will time them and send out batches of 50.

00:26:19.000 –> 00:26:25.000
And basically break the law. Right? It is illegal to bulk.

00:26:25.000 –> 00:26:33.000
Send out bulk email unless you have a legit opt out option and that you state who you are, where you came from, what your address is.

00:26:33.000 –> 00:26:39.000
Right. There’s some laws around this called the Canned Spam Act.

00:26:39.000 –> 00:26:46.000
And so you gotta you just gotta follow the rules. That’s why I like Mailchimp and constant contact.

00:26:46.000 –> 00:26:57.000
I love constant contact. And and the reason is, basically they make sure that I’m legal, alright. If you want subscribe from my list, I cannot add you back to that list under any circumstances.

00:26:57.000 –> 00:27:03.000
I couldn’t do it if I wanted to you have to add yourself back to that list. So anyway, this.

00:27:03.000 –> 00:27:15.000
So that’s that. Alright! What is marketing? I love this quote from Mary Elle and Bianco marketing is to sales as plowing is to planting for a farmer.

00:27:15.000 –> 00:27:20.000
It prepares an audience to receive a direct sales, pitch.

00:27:20.000 –> 00:27:24.000
Right so for me, and you’ll see this in that cheeky sales coach.

00:27:24.000 –> 00:27:34.000
I say that marketing is the process of intentionally managing and sharing a public vision of your company or organization.

00:27:34.000 –> 00:27:59.000
I really believe that absolutely everything you do inside your company is marketing literally the way that you hire people affects how you show up in public the way that you implement processes affects how you show up in the way that people see you at chamber events, the way you carry yourself.

00:27:59.000 –> 00:28:06.000
The clothes you wear, the close, your employees where? Right all of that is part of your marketing.

00:28:06.000 –> 00:28:16.000
Now, it’s really absolutely critical. Marketing is not sales, and people say sales and marketing like it’s the same thing.

00:28:16.000 –> 00:28:21.000
No, they go together, they are related. They are absolutely not the wrong thing.

00:28:21.000 –> 00:28:25.000
The same thing.

00:28:25.000 –> 00:28:30.000
To me. Marketing is everything that happens before us, somebody for their money.

00:28:30.000 –> 00:28:34.000
So I recently went to an event in Southern California.

00:28:34.000 –> 00:28:39.000
They had a small vendor hall. I saw a vendor.

00:28:39.000 –> 00:28:47.000
I’d done business with it before I stopped and checked it with just you know, literally about the weather and how freaky it was that there was actually a blizzard in Southern California.

00:28:47.000 –> 00:29:00.000
And then she said, Hey, we should try to do something together again, am, I yeah, that’d be absolutely great.

00:29:00.000 –> 00:29:03.000
I get back. A week later she pings me, hey?

00:29:03.000 –> 00:29:13.000
Did you remember that campaign? We did? Oh, yeah. And then she said, so what do you think about us doing another webinar and I’m like, Oh, I think that would be absolutely great.

00:29:13.000 –> 00:29:38.000
Let me give you a quote all of that is marketing, and then I put together a quote, and I said, Here’s a quote to do a webinar a the same terms that we did before, and and here’s the cost.

00:29:38.000 –> 00:29:45.000
If you sign this we can get started right away. That is, sales.

00:29:45.000 –> 00:29:52.000
That’s where the the line got drawn and I stopped marketing, and I started doing sales.

00:29:52.000 –> 00:30:13.000
So sales happens when you ask people for their money. So too many times in this industry and in every industry, people buy marketing programs, and in their brain they literally say, somebody says, Hey, would you like to buy a marketing program?

00:30:13.000 –> 00:30:16.000
And they go, Yes, I would like to buy a marketing program.

00:30:16.000 –> 00:30:25.000
Here is my money, and then instantly, in a fraction of a second, the inside their brain, they tell themselves I just bought a sails program.

00:30:25.000 –> 00:30:36.000
Now I’m going to get rich. But but Marging takes a lot of work and sales takes even more different work when they haven’t done any of it.

00:30:36.000 –> 00:30:45.000
But they have bought a marketing program and told themselves that they’re buying sales, and the the biggest one of these, and I’ll just use the name, because everybody already knows it.

00:30:45.000 –> 00:30:55.000
I completely and absolutely love Robin Robbins. Not everybody does, oh, you know that’s fine, but Robin Robbin sells marketing programs, and people buy that.

00:30:55.000 –> 00:31:01.000
And then expect to make sales, and Robin is the first one who will tell you this is not a sales program. You have to go.

00:31:01.000 –> 00:31:15.000
Do the sales I’m showing you how to do the marketing marketing is not sales, so you know you can’t convince yourself that you’re buying sales when you’re buying marketing.

00:31:15.000 –> 00:31:20.000
Marketing is very different, and it’s frequently outbound.

00:31:20.000 –> 00:31:34.000
It is broadcasting to the universe. It is how you show up in the business world, and then, when you ask somebody for their money, that is, sales.

00:31:34.000 –> 00:31:38.000
So most of what we do in this class most of what you do on social media.

00:31:38.000 –> 00:31:51.000
Most of what you do in your business is marketing. And so marketing has no return on investment.

00:31:51.000 –> 00:31:59.000
Marketing has no return on investment. Marketing cannot have a return on investment.

00:31:59.000 –> 00:32:05.000
Marketing has to be measured, and you have. It has to be successful and it has to be effective.

00:32:05.000 –> 00:32:13.000
But it never, ever, ever by definition, brings money in the door.

00:32:13.000 –> 00:32:20.000
It brings prospects in the door, it gets you more contacts, more conversations.

00:32:20.000 –> 00:32:27.000
It gets you involved in discussions, it’s leads to a sales conversation.

00:32:27.000 –> 00:32:33.000
But sales is what brings the money in the door.

00:32:33.000 –> 00:32:41.000
Sales has to have a return on investment. So they’re basically opposite.

00:32:41.000 –> 00:32:52.000
Marketing cannot have a return on investment. The, if you were to measure the effectiveness of marketing, it would be that you’ve got people into your sales funnel.

00:32:52.000 –> 00:32:56.000
Well, that’s great. You got a big, fat sales funnel.

00:32:56.000 –> 00:33:02.000
It’s got a 150 people in it. You can’t take that to the bank and make a deposit that’d be like dude.

00:33:02.000 –> 00:33:06.000
This is a funnel like, what are you talking about? Right?

00:33:06.000 –> 00:33:12.000
So sales is what has a return on investment.

00:33:12.000 –> 00:33:27.000
Marketing is an expense. It is money that you spend in the hopes of starting a conversation, in the hopes of starting a conversation, in the hopes of having the beginnings of a sales conversation, sales, costs, money, and must have a return on investment.

00:33:27.000 –> 00:33:28.000
All right. This literally the embedding a dead horse, but I hope you understand that most people never run that.

00:33:28.000 –> 00:33:45.000
And so they waste a lot of money on marketing, and they never make any sales, and they want to know why it failed, and that the reality is it didn’t fail, because it’t fail, because it couldn’t fail. Because it couldn’t fail because that’s not the point.

00:33:45.000 –> 00:33:55.000
So social media marketing is a different animal. So it helps you with brand awareness.

00:33:55.000 –> 00:34:01.000
It helps you, you know again everything you do. It helps.

00:34:01.000 –> 00:34:02.000
You have good communications with your clients and good relationships with people in the world.

00:34:02.000 –> 00:34:13.000
It has a way that you show up in the world. A while back I was this, probably 5 years ago.

00:34:13.000 –> 00:34:22.000
Now I was chatting with Kara, who’s my marketing manager at the time, and I say, Hey, what do you think about this strategy to do this?

00:34:22.000 –> 00:34:25.000
This, and it was one of these things where it’s like.

00:34:25.000 –> 00:34:32.000
It would be very invasive to people’s personal phone accounts.

00:34:32.000 –> 00:34:35.000
And she just said, I don’t think that’s your brand.

00:34:35.000 –> 00:34:38.000
I don’t think that’s the way you want to show up.

00:34:38.000 –> 00:34:51.000
And I realized, that that’s absolutely true. The way that you show up the way that you choose to appear in the world is your marketing.

00:34:51.000 –> 00:35:05.000
And so, you know, people have a sense of what kind of company you are, you know, when you look at whether it’s fast food or airlines, or whatever their companies, that try to be friendly.

00:35:05.000 –> 00:35:14.000
And and there are companies that are all serious. And you know they’re like an airline might press safety.

00:35:14.000 –> 00:35:26.000
And on time, delivery and fast food play place might be very playful, or, you know, appeal to your desire to eat healthy right?

00:35:26.000 –> 00:35:35.000
They, however, they choose to show up in the world, is determined by conscious choices about their marketing.

00:35:35.000 –> 00:35:40.000
But remember all of that stuff is not sales. Okay?

00:35:40.000 –> 00:35:44.000
So marketing is marketing, and when you ask people for their money, that sales sales is a very small piece.

00:35:44.000 –> 00:35:59.000
That sort of comes at the end. So when we think about marketing funnels, the world is full of funnels I have. I have a world-class funnel collection.

00:35:59.000 –> 00:36:19.000
I know that sounds odd, but I have plastic funnels and metal funnels and big funnels and small funnels, and bendable funnels and funnels with scens in the bottom, and all kinds of funnels and they are all different because they all serve a very different

00:36:19.000 –> 00:36:27.000
purpose. So you can have a funnel that you know. You start by growing brand awareness, and then you get an audience and you get a mailing list.

00:36:27.000 –> 00:36:31.000
And you increase your web traffic, and you get people to fill out forms.

00:36:31.000 –> 00:36:45.000
And you drip people into your sales funnel, and when they enter the sales funnel, that’s when you begin to have conversations about money and quite realistically, this is what it looks like.

00:36:45.000 –> 00:36:48.000
You’ve got a newsletter. You got it, you know.

00:36:48.000 –> 00:36:51.000
Stuff that you’re doing on Youtube, Twitter Facebook, Linkedin, Instagram, Pinterest.

00:36:51.000 –> 00:36:57.000
Whatever all of those things have to point to something you have to send people somewhere.

00:36:57.000 –> 00:37:05.000
Just having a Youtube video that is interesting and doesn’t send anybody anywhere.

00:37:05.000 –> 00:37:11.000
Only works. If Youtube is the place where where you are making money.

00:37:11.000 –> 00:37:18.000
So this is why most of the advice that you find out in the wild is bad.

00:37:18.000 –> 00:37:26.000
Think about Youtube, the some of the biggest Youtube channels that have millions and millions of followers.

00:37:26.000 –> 00:37:33.000
What they’re doing is getting you to follow their Youtube channel.

00:37:33.000 –> 00:37:40.000
Where they have affiliate links, and then they sell advertising.

00:37:40.000 –> 00:37:46.000
And so, you know, I know one guy personally who, you know.

00:37:46.000 –> 00:37:56.000
Hey? Makes in the neighborhood of $300 a month on Google ads for ads that show up on his Youtube Channel.

00:37:56.000 –> 00:38:01.000
And that’s cool. It’s, you know. It’s more than extra beer money, you know.

00:38:01.000 –> 00:38:06.000
It’s a decent little supplemental income, and then he’s got affiliate links.

00:38:06.000 –> 00:38:11.000
But you know a they don’t really pay that much. Most of them.

00:38:11.000 –> 00:38:28.000
So you have to. You have to have a huge, monstrous audience for an affiliate link to actually make you, Bunny so if you were lucky and you had that, say 250,000 followers you’d be lucky to make a $1,000.

00:38:28.000 –> 00:38:35.000
A month on Youtube. So if you can live on 12 to $1,000 a year, good for you, I don’t know anybody who can.

00:38:35.000 –> 00:38:48.000
But so Youtube by itself is not a target, and the same is true with all the social media.

00:38:48.000 –> 00:39:06.000
I’m just using Youtube as an example. So the goal can’t be if you wanna keep your current business model, the goal can’t be to build an audience of a 1 million people on Youtube, because that only works to the extent that Youtube is is the final sales location in Youtube

00:39:06.000 –> 00:39:28.000
is where you are making money if you’re making money in your current business, whether that is as an it consultant a restaurant, whatever T-shirt sales you need to get people to either your blog or your website, you need to get them, to someplace where they can enter in their name

00:39:28.000 –> 00:39:38.000
and their email put themselves on your mailing list, and then you can engage them again and again and again.

00:39:38.000 –> 00:39:44.000
Now you could also have that Newsletter point to like mine.

00:39:44.000 –> 00:39:52.000
Does I point that newsletter to my Youtube channel? I point that newsletter to my blog posts and my websites right?

00:39:52.000 –> 00:39:59.000
And so the newsletter is beautiful, because, remember, I talked about that that list.

00:39:59.000 –> 00:40:06.000
Your list is yours. You literally own the list, and you can do whatever you want with it again.

00:40:06.000 –> 00:40:10.000
I encourage you not to abuse your list, but it’s your gold when your list grows.

00:40:10.000 –> 00:40:21.000
You know, when I put out a an email for this class, the cash register ranks right literally.

00:40:21.000 –> 00:40:27.000
If I wanted to do something. I put it in my newsletter, and I send out a special email.

00:40:27.000 –> 00:40:35.000
And the cash register rings, and that is something that has taken me, whatever more than 15 years, to build and it doesn’t have to take that long.

00:40:35.000 –> 00:40:39.000
I mean, it’s it’s been working for a long, long time.

00:40:39.000 –> 00:40:43.000
But the point is, you have to have a place to go.

00:40:43.000 –> 00:40:46.000
So, for example, a vendor comes to me, and they say we wanna hire you to help us have a better presence in social media. Great.

00:40:46.000 –> 00:41:01.000
Here’s what we’re gonna do. First, you have to give me the one website link that we’re going to use to measure success.

00:41:01.000 –> 00:41:05.000
And then we’re gonna create blog posts. And we’re gonna point people to that.

00:41:05.000 –> 00:41:20.000
And then we’re gonna have a webinar. And we’re gonna point people from the webinar to the blog post to the webinar and then we’re gonna put you in the newsletter and we’re gonna do it all kinds of marketing and it’s all going to point people to

00:41:20.000 –> 00:41:25.000
the blog post which is going to point people to the website, which is going to point people to.

00:41:25.000 –> 00:41:34.000
If I mean that is literally just the way the world is so when you think about your business first of all, obviously start at the bottom.

00:41:34.000 –> 00:41:37.000
Make sure you get a sales process. Make sure at some point.

00:41:37.000 –> 00:41:44.000
There’s a funnel that you can put them into if you don’t know how to make a sale.

00:41:44.000 –> 00:41:52.000
Obviously finish this class. But then work really hard on trying to figure out what your’re selling and how you want to talk to people.

00:41:52.000 –> 00:41:56.000
What’s the offer? What puts them in the sales?

00:41:56.000 –> 00:42:20.000
Funnel. Is it an offer for network analysis, a free evaluation, a special report, a copy of Michael Gerber’s book on on the email revisited like, what is it that they are going to get if they engage with there has to be an offer everything above that shopping cart

00:42:20.000 –> 00:42:30.000
is marketing. So so then you gotta have a website that is tuned up it doesn’t have to be amazing and spectacular, doesn’t have to compete with Disney or Cnn.

00:42:30.000 –> 00:42:41.000
But it has to be a good, attractive website with one call to action and the call to action needs to be fill out the form.

00:42:41.000 –> 00:42:47.000
Get on our mailing list, you know, engage, engage, engage, engage. Now.

00:42:47.000 –> 00:42:52.000
You might have 2 or 3 calls to action, but never have more than one call to action per page.

00:42:52.000 –> 00:43:00.000
So you might have one page that gets people on a mailing list and another one that gets them to ask for a free evaluation.

00:43:00.000 –> 00:43:13.000
But basically, your website should do its job. Now, vendor comes back to me and they say, Hey, we’ve been engaged with you guys, and we haven’t made any sales.

00:43:13.000 –> 00:43:21.000
And I say, Okay, let’s look at the steps. I sent you 8,000 clicks to your website.

00:43:21.000 –> 00:43:29.000
And you didn’t make any sales. I’m gonna say, your website is not doing its job.

00:43:29.000 –> 00:43:36.000
Your website has to do its job. It has to engage people and get them to fill out the form.

00:43:36.000 –> 00:43:38.000
Then your blog has to do its job. Then Pinterest has to do its job and Facebook has to do its job.

00:43:38.000 –> 00:43:53.000
And your newsletter has to do its job every single component must do its job in order for your marketing system to be effective, and but it literally starts with the bottom up.

00:43:53.000 –> 00:44:03.000
So, you know, have 3 or 4 of your clients, not your friends in the business have 3 or 4 of your clients.

00:44:03.000 –> 00:44:11.000
Look at your webpage and say, what do you think about this?

00:44:11.000 –> 00:44:16.000
And I will tell you. Most people, especially in small business.

00:44:16.000 –> 00:44:22.000
They don’t want a glitzy website that competes with Walt Disney.

00:44:22.000 –> 00:44:26.000
They don’t want a website that looks like, oh, I can’t afford this.

00:44:26.000 –> 00:44:27.000
They want a website. That is clear, concise to the point.

00:44:27.000 –> 00:44:34.000
Educational. I can click on about and find out who these people.

00:44:34.000 –> 00:44:41.000
I can click on programs or pricing and find out what you offer, and it’s attractive.

00:44:41.000 –> 00:44:45.000
And somewhere in there there’s a thing to say. I think I’ve educated myself enough.

00:44:45.000 –> 00:44:51.000
I would like to give you my information. And here’s how I’m gonna fill out the form.

00:44:51.000 –> 00:44:54.000
So websites don’t have to be big or sophisticated or complicated.

00:44:54.000 –> 00:45:19.000
They don’t even have to be particularly new. They just have to be done right. And if in doubt, hire Young Person to redo your website, they are going to figure out how to make it look attractive on an Ipad, or on a phone.

00:45:19.000 –> 00:45:22.000
And they’re gonna know what it should look like today.

00:45:22.000 –> 00:45:32.000
You know many, many people in this industry, and I look at literally hundreds of websites in our industry all the time.

00:45:32.000 –> 00:45:42.000
Many, many people have really old crappy websites that don’t have any way to engage people and get clients to talk to them.

00:45:42.000 –> 00:45:43.000
So start with the basics. You don’t have to spend 7,000.

00:45:43.000 –> 00:45:45.000
I would I wouldn’t spend $7,000 on a website, and I have 30 websites.

00:45:45.000 –> 00:45:55.000
That I use to bring people into engagement with me.

00:45:55.000 –> 00:46:01.000
None of them. The community cost that much, and I in the past.

00:46:01.000 –> 00:46:14.000
I’ve had stores that cost that much, but most of my websites are very straightforward, and they’re educational and informational, and there’s a way for people to engage.

00:46:14.000 –> 00:46:19.000
Now one thing, just a little side note before we move on.

00:46:19.000 –> 00:46:38.000
Some people hate popups, and some people hate long sales like but here’s the deal long sales letters have been around for over a 100 years, because they absolutely work and popups have been around since the first days of the Internet, because they absolutely well, first, they have the worldwide web, because

00:46:38.000 –> 00:46:48.000
they absolutely work. When we put a pop-up to add people to our newsletter, we saw a 25% increase in signups for a newsletter.

00:46:48.000 –> 00:46:59.000
I resisted, for 10 years, putting pockups, and then I got talked into it on a temporary basis, and the number of signups to the newsletter went up 25%.

00:46:59.000 –> 00:47:00.000
So people will tell you. Oh, I hate this! I hate this!

00:47:00.000 –> 00:47:14.000
I hate this. On the other hand, you know, if it if it works, and it’s consistent with your brand, then I highly encourage you to have an openness cause just cause you ate it.

00:47:14.000 –> 00:47:25.000
You may not be the client. You may be the salesperson, so think how the client would act, not how the client says they will act.

00:47:25.000 –> 00:47:29.000
Okay. So we talked a little bit about the schedules.

00:47:29.000 –> 00:47:34.000
So let’s say that you have a blog.

00:47:34.000 –> 00:47:40.000
You should have a blog, even if it you only do one article a month, and it’s the same article that you put in your newsletter.

00:47:40.000 –> 00:47:53.000
Totally fine with me, so I use lipstick as my blog syndication.

00:47:53.000 –> 00:48:01.000
Lyb, S. Y. And I think is $20 per blog per month.

00:48:01.000 –> 00:48:03.000
And you don’t have to use them. There are other people for a small business thoughts.

00:48:03.000 –> 00:48:15.000
I use blogger, which is owned by Google and many people have made fun of me for having a blogger website.

00:48:15.000 –> 00:48:18.000
On the other hand, I’ve had a blogger website since.

00:48:18.000 –> 00:48:26.000
Whatever. Somewhere in the neighborhood of 2,003, and Google loves it because they own it.

00:48:26.000 –> 00:48:37.000
It’s very easy to get, you know. Put Google ads up there and make an extra 20 bucks a month, and it uses blog.

00:48:37.000 –> 00:48:38.000
That smallp thoughts.com so I can use my domain.

00:48:38.000 –> 00:48:45.000
Name. You could have it bw to Ww. That your domain.com if you wanted to.

00:48:45.000 –> 00:48:50.000
But anyway, you gotta have a blog and blogs work by something called Rss.

00:48:50.000 –> 00:49:00.000
Really simple syndication. And way back at the turn of the century I had a blog post and a podcast for the community, and I had to handwrite the code for the Rss.

00:49:00.000 –> 00:49:10.000
Feeds. Now, that’s all. Absolutely built in. It’s the basis of wordpress.

00:49:10.000 –> 00:49:14.000
Wordpress will create a website. But it was intended to be a blogging thing.

00:49:14.000 –> 00:49:18.000
That’s why there’s a thing called a post, and we put in a post.

00:49:18.000 –> 00:49:22.000
It basically creates a web page. I mean a blog.

00:49:22.000 –> 00:49:41.000
So. So when I put something on a blog, so whether it’s smallp thoughts or killing it, or Smb community, podcast doesn’t matter, I put something on my blog and because of Rss, it is set up to automatically and instantaneously get posted to Facebook and

00:49:41.000 –> 00:49:46.000
Linkedin, and I think Twitter, but at least Facebook and Linkedin.

00:49:46.000 –> 00:49:52.000
I literally just say, you know, connect these 2. Here are my credentials.

00:49:52.000 –> 00:49:57.000
Go, and so I put up a blog and it automatically goes on, Facebook, okay.

00:49:57.000 –> 00:50:05.000
So that is the the automatic part. So any blog post I have, whether it’s a podcast podcast or another story.

00:50:05.000 –> 00:50:21.000
So podcasts basically use Rss, but they, they take your the contents of your show notes and distribute them as a blog with specific Mp, 3.

00:50:21.000 –> 00:50:37.000
Content. So Apple only needs to take one feed from your podcast and it magically is on every apple podcast tool in the universe and so if people subscribe to it, podcasts originally.

00:50:37.000 –> 00:50:41.000
Were that you could wake up in the morning and on your ipod you would find all the shows that had updates in the last 24 h.

00:50:41.000 –> 00:50:52.000
Okay. So it shows up automatically on all of these different locations.

00:50:52.000 –> 00:51:09.000
Obviously it takes some work to set all that up, but you only set it up once, and then it automatically goes to the universe, and then, as I mentioned before, we use hootsuite, you could use social pilot, or there’s approximately a 1,000 different tools.

00:51:09.000 –> 00:51:19.000
That now allow you to do this. But basically, you use a tool that takes the automated feed and then allow somebody to come in and schedule it.

00:51:19.000 –> 00:51:24.000
So Crystal literally has a calendar, and she can look, and she can see.

00:51:24.000 –> 00:51:31.000
Monday, Tuesday, Wednesday, Thursday. Here we’ve got a blog post, and there we’ve got a Youtube, and there we’re putting.

00:51:31.000 –> 00:51:37.000
We’re promoting the video. And this one’s the the other blog.

00:51:37.000 –> 00:51:44.000
And this one is she schedules it all out literally on accountlendar.

00:51:44.000 –> 00:51:48.000
And she it’s very straightforward.

00:51:48.000 –> 00:51:56.000
But she will write one blog post, and then, or one you know, tease to a block.

00:51:56.000 –> 00:51:58.000
And it gets scheduled across all the social media.

00:51:58.000 –> 00:52:11.000
On the same day at the same time. So boom! It goes out to the universe and then she does it again and again, and she’s got some rules like, you know, if there are 5 in a day, then don’t add a sixth.

00:52:11.000 –> 00:52:15.000
Go ahead and put it into the next day. Stuff like that.

00:52:15.000 –> 00:52:20.000
Sometimes I get carried away, and I just just get into my to start blogging.

00:52:20.000 –> 00:52:24.000
And I just start right stuff. And so it kind of overwhelms her.

00:52:24.000 –> 00:52:27.000
But that’s okay, too, you know, sometimes it’s okay to have too much stuff out there.

00:52:27.000 –> 00:52:34.000
If it all points back to your system.

00:52:34.000 –> 00:52:43.000
One of the other things you need to use is a hashtag, and there was kind of funny thing the other day or the last year.

00:52:43.000 –> 00:52:50.000
I went to a conference, and before I went to the conference 2 different people said, You know, hey, we wanna help promote this.

00:52:50.000 –> 00:52:56.000
But blah blah blah! Do you have a hashtag and hashtags are basically keywords.

00:52:56.000 –> 00:53:16.000
And and it was just the 2 people were 2 very young people, and I said, Oh, now we didn’t really have a hashtag for this so the day of the event comes, and there are 2 people that promoted the heck out of the it with hashtags, and it was those 2 younger

00:53:16.000 –> 00:53:24.000
people I just had, you know. It took me a long time to get in the habit, and then I realized that hashtags people in it starts with Twitter.

00:53:24.000 –> 00:53:31.000
But it’s it’s absolutely everywhere. Now. Hashtags are used by people to search.

00:53:31.000 –> 00:53:39.000
So, if you are giving tips on ransomware, or you are giving tips on, you know, appropriate use of you know what?

00:53:39.000 –> 00:53:49.000
What can get plugged into a battery backup during a or whatever hashtags are, how people are going to find your information.

00:53:49.000 –> 00:53:50.000
So you should have at least 3 hashtags.

00:53:50.000 –> 00:54:04.000
And now I always start with Facebook because Facebook now has a tool where, if you say you write a pound sign and you start to type.

00:54:04.000 –> 00:54:08.000
It will guess what hashtag you are typing, and it will tell you how many hits it has.

00:54:08.000 –> 00:54:20.000
So like. If you say hashtag it consulting I can’t remember what the number is, but it’s something like a 104,000 searches on average, for that.

00:54:20.000 –> 00:54:28.000
Okay. And then you say it. Consult. Well, no, that doesn’t have as many right.

00:54:28.000 –> 00:54:34.000
So it’ll help you figure out the most effective or the most popular hashtags.

00:54:34.000 –> 00:54:43.000
Now you may want less popular hashtags like, if you are trying to get to people who are having trouble with their battery backups or their ups.

00:54:43.000 –> 00:54:48.000
I use the term battery backup because a lot of clients don’t know what a ups is.

00:54:48.000 –> 00:54:49.000
If you use the hashtag ups you might get a 1 million people using that.

00:54:49.000 –> 00:55:00.000
But they’re all going to be computer. Cons, you might get a 1 million people using that. But they’re all going to be computer console if you use battery backup, you’re likely to get a much smaller number.

00:55:00.000 –> 00:55:02.000
But they’re.

00:55:02.000 –> 00:55:21.000
Right. So you have to be a little strategic about hashtags and sometimes a smaller number is good for you, because if the universe has whatever a 1 million web pages or comments about battery backups if you can get to a smaller audience it’s much more likely that you will stick out.

00:55:21.000 –> 00:55:30.000
so the irony of marketing is the smaller the palnd, the bigger you look, and not to your fish.

00:55:30.000 –> 00:55:35.000
But you know you’re you’re going to look bigger if you’re in a smaller pond.

00:55:35.000 –> 00:55:36.000
A lot of people make the huge, huge mistake in marketing that they like.

00:55:36.000 –> 00:55:43.000
Oh, I want to market to everybody. I want to market to the universe absolutely.

00:55:43.000 –> 00:55:48.000
Everybody can use my services. Well, you can’t market to the universe.

00:55:48.000 –> 00:55:56.000
Yeah, even if you could, you don’t want to market to a universe because you will disappear in the messaging.

00:55:56.000 –> 00:56:07.000
You want a very small crowd, some of the most effective marketing that anybody ever does in small business is super super niche.

00:56:07.000 –> 00:56:13.000
So you know, one guy that I worked with as a coaching client.

00:56:13.000 –> 00:56:19.000
He, I supported a very specific kind of software that only ran on Macintosh supporting legal offices.

00:56:19.000 –> 00:56:33.000
So attorneys would buy this very obscure software, and he was pretty much the only it consultant in the country dedicated to supporting this obscure software for attorneys on the Macintosh.

00:56:33.000 –> 00:57:02.000
So he joined their clubs. He participated in their forums anytime anybody had a question he was able to answer it, and so when those attorneys needed assistance with their tech support, he was pretty much the only person to call because he was the only person that had that deep level of relationship in that community with regard to

00:57:02.000 –> 00:57:08.000
that so do not fear the niche or niche.

00:57:08.000 –> 00:57:22.000
If you narrow down to supporting only, you know, 3 different lines of business, you will probably be far more effective than if you try to support the entire.

00:57:22.000 –> 00:57:27.000
Now, if you live in a tiny little town with, the, you know, 30,000 people.

00:57:27.000 –> 00:57:48.000
That may be an exception to the rule, but if you live in a large metropolitan area, or if your your audience is the world or the entire country, then the niche, you are the better right, think about my audience is not the world, my audiences, it consultants, and to

00:57:48.000 –> 00:57:51.000
be honest, small. It consultants supporting small businesses right?

00:57:51.000 –> 00:57:55.000
So I have a niche within a niche, but I also don’t have a lot of competition.

00:57:55.000 –> 00:58:05.000
I you know I look at like oh, you know you could be taking a class from Eric Simpson or Amy Badencheck.

00:58:05.000 –> 00:58:10.000
I literally can name the alternatives right? So, anyway, think about that.

00:58:10.000 –> 00:58:20.000
All right. Any questions before we wrap up. I’ve got just a couple more super important slides.

00:58:20.000 –> 00:58:25.000
Alright, so alright, so what social media is best for you?

00:58:25.000 –> 00:58:26.000
Well, I don’t know. I have no idea but you can help figure it out.

00:58:26.000 –> 00:58:31.000
Start with who your audience is? Who do you market to? And again we talked about the niche.

00:58:31.000 –> 00:58:36.000
Is it? Every small business? Is it restaurants? Is it attorneys, accountants, manufacturers?

00:58:36.000 –> 00:58:46.000
Right? Who is your market? Who do you want your clients?

00:58:46.000 –> 00:58:52.000
And then Google, the demographics for that, you know.

00:58:52.000 –> 00:58:59.000
Look and see. You know who is using. What do those people hang out on Linkedin?

00:58:59.000 –> 00:59:07.000
Do they have groups on Linkedin that you should be a member of, you know, and then pick, start with one platform.

00:59:07.000 –> 00:59:12.000
So everybody should have one primary platform, my primary social media platform is Facebook.

00:59:12.000 –> 00:59:33.000
Followed by Linkedin and you know, if you include everything I would say for me, the most effective thing I do is my newsletter, followed by my blog, followed by Facebook, followed by Linkedin.

00:59:33.000 –> 00:59:40.000
So Youtube videos, get me a little attention but they don’t really actually get me very much.

00:59:40.000 –> 00:59:44.000
So homework for today.

00:59:44.000 –> 00:59:51.000
So start working on your change plan. You don’t need to turn it in, but in terms of the other homework why do you want to use social media?

00:59:51.000 –> 00:59:57.000
What are you trying to do here? What’s why did you take this class?

00:59:57.000 –> 01:00:01.000
And then begin filling out your social media profile.

01:00:01.000 –> 01:00:02.000
What does it look like today? How many followers do you have on each of the primary social media?

01:00:02.000 –> 01:00:11.000
And it’s okay. If the answer is 0 today, it’s not okay.

01:00:11.000 –> 01:00:17.000
5 weeks from now. Cause I really do want you to track this and start doing it.

01:00:17.000 –> 01:00:24.000
And you know the easiest way to get somebody to follow you on social media is to follow them.

01:00:24.000 –> 01:00:29.000
Many people are just in the habit of following back everybody who follows them, but in general you can expect maybe 10 to 15% will follow you back right.

01:00:29.000 –> 01:00:40.000
So go to Linkedin and make friends with all of your clients, and then start looking at their Linkedin connections.

01:00:40.000 –> 01:00:53.000
Because it’s probably other people in the same business or people who they sit, you know, on panels with at the Chamber of Commerce, or whatever make friends with their friends.

01:00:53.000 –> 01:01:02.000
Right, begin spending literally 1 h a week, building social media just set aside an hour.

01:01:02.000 –> 01:01:03.000
It can be 40’clock on Friday when you’re not doing anything else.

01:01:03.000 –> 01:01:17.000
Crack! Open a beer, pour yourself a glass of wine, go on social media, and start befriending people, and just see what happens in the next week, let alone the next 5 weeks, and then pick one.

01:01:17.000 –> 01:01:28.000
Pick one platform that will be your primary platform and proceed to work with that over the next 5 weeks.

01:01:28.000 –> 01:01:36.000
Alright, and remember, nothing happens by itself. You are not going to wake up Monday morning and have a 1,000 followers on social media.

01:01:36.000 –> 01:01:59.000
So you have to make it happen alrighty any questions before we go. I know a lot of people have got another another Zoom Meeting lined up already, so, but we still have some people here, so if you have questions, I’ll be happy to take them.

• 01:01:59.000 –> 01:02:02.000
  Alrighty! If you have like, if you’re completely lost, send me an email, and we can set up a one on one zoom.
• 01:02:02.000 –> 01:02:13.000
  Call or whatever, and I’m always happy to connect with people and help you be more successful at what you do.
• 01:02:13.000 –> 01:02:14.000
  Alrighty with that. Begin doing your homework, and I will see you next week.

01:02:14.000 –> 01:02:25.000
Thanks. Thank you. Everybody for being here.

01:02:25.000 –> 01:02:30.000
Oh, wait! Got a question. What are you putting on? Pinterest?

01:02:30.000 –> 01:02:37.000
Oh, so on, pinterest, basically the same thing. So, for example, let’s say a blog about now.

01:02:37.000 –> 01:02:40.000
Is the time to raise your price. Okay, that’s it.

01:02:40.000 –> 01:02:45.000
That’s very straightforward. Then I what I do, and you’re we’re gonna get into this.

01:02:45.000 –> 01:02:52.000
But I create a graphic that’s square, because Pinterest likes they don’t like the same graphics that everybody else likes.

01:02:52.000 –> 01:02:59.000
So we create a square graphic. And I say, now, is it time to raise your prices?

01:02:59.000 –> 01:03:16.000
Followed by a link to my blog post, followed by 3 hashtags, and I post that that picture, and you are all welcome to look for me Karl Polychuck, on page, and connect to me.

01:03:16.000 –> 01:03:20.000
I can be your first connection, and you know there are people who are out there looking for different things.

01:03:20.000 –> 01:03:29.000
I do. Once in a while I’ll go to Pinterest and just see every once in a while somebody will comment on something.

01:03:29.000 –> 01:03:33.000
This is what’s funny. People comment on something, and I’ll go the hell are you talking about?

01:03:33.000 –> 01:03:40.000
And then I will go and Crystal has posted up, you know, so I’m graphic and oh, so it is. Put a link to one of my websites and people have comments on it right.

01:03:40.000 –> 01:03:45.000
So, like, oh, okay, great. So I comment back and we may or may not have a conversation.

01:03:45.000 –> 01:03:59.000
But yeah, so basically when I say, pinterest and Instagram are primarily broadcast, I send stuff out.

01:03:59.000 –> 01:04:06.000
I don’t hang out, you know. Go up and down for half an hour and and try to engage people in conversations.

01:04:06.000 –> 01:04:12.000
I do that on Facebook primarily and a little bit on Linkedin.

01:04:12.000 –> 01:04:16.000
So I hope that helps.

01:04:16.000 –> 01:04:24.000
Other questions before we go. I’ll stay here as long as you want.

01:04:24.000 –> 01:04:34.000
Alrighty. Very good. Well, thank you all, and I will see you next week, and we will get the recording up as quickly as we can.