Marketing is all about experimenting, testing, and trying new things that get the attention of buyers. Whether that is through television ads, radio, print, or social media channels, everyone just wants a little slice of attention.
According to Wikipedia, the first official, paid television
advertisement in the United States was on July 1, 1941, over New York station
WNBT before a baseball game between the Brooklyn
Dodgers and Philadelphia Phillies.
The ad was for Bulova watches,
and the company paid anywhere from $4.00 to $9.00 (reports vary). The ad displayed
a WNBT test pattern made to look like a clock with the hands showing the time.
The Bulova logo, with the phrase “Bulova Watch Time”, appeared in the
lower right-hand quadrant of the test pattern while the second hand swept
around the dial for one full minute. Approximately $5.00 for a full 60-second
ad during prime-time television. Attention was cheap. The world has definitely changed!
Sales has always been about connecting and building
relationships with those potential buyers. A salesperson’s job is to be
likeable enough to form relationships with people and then establish trust and
help that potential buyer make an informed decision.
I started my first business in 1995 and my sales and marketing activities consisted of spending hours down at Kinkos (now FedEx Stores) making copies of brochures to send to potential clients to try and get their attention. I would then spend hours dialing for dollars, making cold calls and follow up calls to set appointments. Those were the days before caller ID, and people actually answered their phones.
Our first website was built in 1997, which was just the
brochure I had copied over at Kinkos, put online. Aside from designing a logo,
business cards, and stationary with our company information across the top, I
really don’t remember having many other “marketing” activities. I did write
articles for a hardcopy newsletter that I mailed out quarterly and a few of my
early clients published some of the articles in their hardcopy newsletters as
Today my sales and marketing activities have moved online. I
don’t mail anything, but instead send links and videos. I don’t do much of
anything in the way of actual sales calls. Instead I spend more time creating
content that attracts people online and then our team spends time answering
questions that companies have about setting up company Facebook business pages
or how to optimize blog posts to be seen by more people.
As consumers we are influenced by digital marketing as we
make decisions every day. When we want
to go out to eat, we use our mobile devices to look up restaurants and
book reservations on sites like OpenTable. We research hotels, plumbers,
dentists, and even funeral homes on Google or Yelp, and then talk about the
service we get on Twitter, Yelp, Trip Advisor or Facebook.
Businesses don’t all like these tools, and it’s usually the
businesses that either don’t know how to use them or the ones that have poor
reviews listed on them.
It’s a wild, wild, social world we live in. Our in-person lives, or IRL, are tightly connected to our virtual and online worlds. We are connected 24/7 365 days a year. The social world doesn’t sleep, and it doesn’t take vacations. Or at least if it does take a vacation, it is well documented on Instagram and when it sleeps, it’s probably using an app like Pzizz or Calm to help guide them into slumber.
AND IT’S STARTING TO CHANGE AGAIN
Today’s consumer is so accustomed to jumping on social media
channels to connect with a brand for customer service, that we are seeing a few
interesting changes coming. The expectation that there will be a real person
responding to a request online within minutes has gone up.
We love living a digital life, but now we want high-touch
service that comes with the digital world. We are using digital devices with
artificial intelligence to help us connect with content and people. Think of
Alexa, Siri or Google to name a few (They really need to give Google’s AI
device a real name. Perhaps Gracie). A
JWT Intelligence/Mindshare study of U.K. Consumers found that 36% love their
voice assistant so much they wish it were a real person.
I have to admit, I do wish my Alexa device had arms and legs
and could follow me around and bring me coffee. Now with the devices adding
video screens, we can do video calls as we cook and sing karaoke-style to our
favorite song and I’m guessing it won’t be long before we can summon the
digital customer service agent from our cable company via video to help us walk
through resetting our cable box. What am I talking about… we won’t really still
have cable will we?
There are other signs of wanting to go back in time and humanize
our technology-filled lives. Today it’s very retro and cool to have vinyl
records and Fujifilm’s Instax cameras with instant film (think mini Polaroid).
We see more people buying board games, taking up knitting, and then posting
about it all on Instagram. Our worlds are colliding.
Brands must figure out how to be more responsive, with real
humans, working on digital channels. People don’t trust as much as they did
even a few years ago. According to the 2017 and 2018 Edelman Trust Barometer,
consumers have lost connection. They no longer trust brands, or political
systems. Instead of looking to the large entities, people are now seeking out
smaller intimate groups online that they feel connected with.
The rise in unique Facebook Groups is a great example of this. We all need to explore ways to deliver a fantastic customer experience and to connect with our consumers in a more human way. Read more on this in our post, “Facebook Algorithm Changes: 3 Things Your Business Must Do” for more ideas on how to bring back the human touch.
Marketing has fundamentally changed. No longer is it just about getting people to look at our billboards or websites. It’s no longer about interrupting people to LOOK AT ME, although many still approach it that way. Today, marketing is about creating something or some things that people are drawn to because they want it. They want to be smarter, more informed, more popular. Marketing is about drawing people closer to our virtual street corner to engage with us and get to know, like, and trust us. We get to know and like them as well and then trust that they will buy whatever it is we are selling, even if we are selling ideas.
How are you seeing marketing change in 2019? I’d love to hear from you below in the comments. If you would like more tips on keeping up with all of the changes, jump into our DIYsocial Facebook group.
Everyone thinks they can “do social media.” If someone has a Facebook or Instagram account, they think they’re suddenly qualified to be a social media marketer. Today, digital marketing requires a variety of skills just to survive in this ever-changing industry. To do more than survive, but to stand out and shine, these are 7 skills social media marketers need to master. You may have all these skills yourself, or you may team up or hire out for some of them.
Here are 7 skills that I feel every social media marketer needs to stand out:
1.Great writing skills
So, this one seems so obvious, and yet I still feel this is an area most of us are lacking. To write well online is very different from writing essays or text messages. I see horrifying grammar and spelling all over websites and social media posts. This shouldn’t be happening with all the auto-correct tools like Grammarly out there. By-the-way, Grammarly has a free tool that allows you to load your entire post or article to have it checked or you can add the Chrome extension to your browser and have the Grammar Police follow you EVERYWHERE on the web! Find them… use them…and start writing better!
The other side of that coin is the far-too-formal writing. Our English teachers must have beaten us all in school, because most people still write as if they are writing a research paper, instead of speaking to their ideal audience. On Social media or blog posts, it is best to write like you would speak… conversationally. Sit across from the table with a cup of coffee and talk to people through your writing. It’s a social channel, not a term paper. Check out HemingwayApp for tips on making your writing more readable.
2.Customer Service Skills
Someone just asked me today, what skill is hardest to hire for. It is definitely customer service. Everyone is a “people person” in an interview until they have to deal with PEOPLE. In social media marketing, you have to be prepared to take the hits online from people who are hiding behind a keyboard and want to vent. If you work in an agency, you will also have to take the hits from the customers who don’t like something you wrote or the color of the image you’ve used.
When you own a business, you are willing to go further for customers to solve a problem, versus someone who is “just working” on that job. I get it. You have to find people who want the best for clients to be managing your social media. It can get ugly online.
3.Basic SEO Understanding
While you may not know how to optimize your website using tools like SMRush or MOZ, but you should know the basics of SEO as a social media marketer. There are lots of blog posts out there that give more information on this. A great one is Keyword Research for SEO, by Yoast, but there are some basics that you should know if you are writing content for your website or writing any social media content. Know what ALT tags and keywords are. You need to be tagging your images on blog and website content.
You should know what your main keywords and phrases are that you want to be found with. What are the top questions people are typing into Google or other search engines for your industry? What content do you need to write so it comes up as a match to those questions? These are keywords and keyword phrases. You not only want to learn how search engines match your content, to the questions people are typing, but you also should start considering the questions people are SPEAKING into search (Google, Alexa, and Siri).
As you write content always keep your reader or searcher in mind. How are you providing valuable content to answer their questions? What clues are you giving Google on what your content is about? ALT tags give clues in every image, as does the title of that image.
4.An Eye for Design
With all content, we want to make sure it is visually appealing and able to capture someone’s attention in a matter of seconds. People don’t read anymore…they scroll. As social media posts go by, it’s the images that stop the eye traffic. When your images are boring, corny, not sized right, or missing altogether, your content will get fewer eyeballs on it.
There are lots of beautiful photo sites and ways to manipulate them to make them POP. We now have tools like Canva that make creating beautiful graphics a snap. If you don’t have an eye for design, you might be trying to stick 150 words in yellow font across a dark blue square. Stab me in the eyes already! The good news is, there are hundreds of great templates, and you can even take free mini-courses on design right from Canva.
5.An Eye for Details
With so many platforms and so much going on at once, it can be easy to slip up and schedule the wrong content on the wrong platform. Without an eye for detail, you may not catch the misspelling of the company owner’s name on a very important blog post. YIKES… it happens. Too many companies still throw the job of social media management to someone who already has 47 tasks to do each day. Most people think social marketing is easy. You might be the person trying to do it all. You know, it can be a full-time job!
Social marketing is about putting your brand out there in front of the world…quickly. You don’t have time to have an editing committee review every social post (and I do know for a fact there are such things). Social moves too fast and the posts have a short life span, but you need to have a keen attention to detail.
If you’re a person who moves fast and doesn’t pause before hitting that send, or post button, you’ll hear about it from your readers. How do I know this? Well… let’s just say with social media, it is going to happen to the best of us. Everyone turns into an editor as soon as they read anyone else’s content, so be sure to re-reads posts, even out loud, one more time before publishing. It will at least cut down the number of times you find that goofy typo right after you hit, SEND.
Details also come in the form of schedules in this industry. There is usually a lot of content going out on different platforms and you may be waiting on graphics or webinar dates and links. Things are best when planned in advance and put on a scheduler with reminders. Using content calendars or team tools like Asana or Trello is almost essential today.
6.Willingness … NO … A BURNING DESIRE to Learn
This skill is probably the most important in social media marketing. Because there are always new tools, platforms, and techniques, you will always have to be learning. It’s one thing to be willing to learn, but you must WANT to learn. You must LOVE the process of learning. Don’t sit back and wait for someone to spoon-feed you new information. As a marketer today, you must have an insatiable appetite for learning and experimenting.
When I meet someone in this industry, I ask, “what are some of your favorite blogs or podcasts?” If they don’t have an answer, it tells me they won’t last long or go very far. It’s an industry like few others in that it changes daily and the only way to keep up is to be in a constant learning mode.
A common question is, “What book can I pick up to learn social media?” By the time a digital marketing book is published and sits on the shelf of a bookstore, it’s outdated! I was the technical editor for the Complete Idiots Guide to Social Media and as we would finish one chapter, the one prior already needed changes. Conferences, podcasts, videos, classes, and blog posts are the way to keep up in this industry. Stay thirsty my friend!
While this last one isn’t necessarily a SKILL, it is a required attribute for a successful social media marketer. Be willing to pick up and try new things. As you hear of a new platform or tool, jump in and start playing with it. Create accounts to check out how others are using it and what is going on in there. They don’t all pan out, but you will always learn something and you will meet interesting people along the way.
In 2009, I was working with teams at IBM who were meeting in a virtual space called, Second Life. It was the craziest thing I had ever seen. It was amazing and creative. I would log in as an avatar and we could share slides, speak to one another and learn in incredible virtual environments. I met people in there that I still interact with regularly, and have even done business with a few of them. Never hesitate to jump in to take a look at different tools. Be adventurous.
Ok, these are the 7 skills that I have identified. I’d love to hear from you. What other skills do you feel are necessary to be successful in digital marketing? Which of these skills do you need to work on the most? I’d love to know.
As a social media marketing agency in Colorado, we employ a variety of people that possess these skills. If you need to augment your own skillset, give us a call…or a tweet! If you’re interested in learning—jump into our DIYsocial Community where we share regular tips, tools, and resources to help you stay ahead in this social media marketing space.
Many of us woke up this week to find business owners and marketers running through the streets screaming and gnashing their teeth as the news of Facebook’s algorithm changing again came out. What will happen? Business pages will no longer be seen by anyone…ever!
Facebook calls its algorithm the “Audience Optimization Tool” and it is optimizing the newsfeed to correct its focus on paid news and more specifically, “Fake News” delivered in the past. It will be making a significant change to the way content will be shared in the newsfeed.
In a post on Facebook’s Facebook page, Mark Zuckerberg said business and media posts are crowding out more personal moments. They want to encourage more “meaningful and personal connections and to do this they will increase content from friends, family, and groups in the news feed; and limit content from companies, brands, thought leaders, authors, journalists, celebrities and more. They want to “put the social back in social media.” Ask yourself right now, has your business been more social or more promotional? Are you talking to your audience or are you just posting content?
So what does this mean for your business? Are you doomed? Should you go out and buy that CLOSED sign to hang on the door this weekend? Here’s the simple math equation that will help you solve the algorithm problem:
If a post goes out at 8am and reaches 300 people and you multiply it by 2 shares and divide by 13 likes and 2 laugh responses you will get a score of …. Oh come on …do you really think we can EVER figure out Facebook’s algorithm? Instead of trying to outsmart the Facebook brain, let’s talk about 3 actions you should be taking:
Shift Your Thinking Back to Email
Let’s all remember that no matter how many people see your posts, and regardless of the number of fans you have acquired, you are on rented land. You don’t own the platform and therefore having a million fans that see your content should never be the endgame. Your focus should be to pull people into your email list and nurture the relationships there as well. (Nurture being the keyword. Do more than COLLECT email addresses.) Social media is the tool, or driver, to get new people to your property…your email list. (Read: What is a lead magnet and why do I need them in my marketing)
Create a Different Kind of Content
Keep in mind the reason the algorithm is needed: There’s just too much content out there. We all have more “friends”, more pages we have liked, and more ads calling to us.This algorithm change is just another filter to bring the best (or most popular) content to the top. Soooo… quality content is going to be CRITICAL. It has always been important, but perhaps now before you hit publish, you ask yourself questions like:
Is this unique information? Look around and see if others are posting the same stuff.
Does this elicit a response from people? Am I asking questions or making a provocative statement that will get people talking? There is an art to asking great questions. If you ask waste-of-time questions like, “Who wants to make more money?” “Who wants greater health?” you will get crickets (or you should). Instead, get personal. Talk one-on-one. Ask people to share what they think or what they will do with the information.
Am I providing content that people will find actionable and helpful? Does it give people something to ponder or do that will impact their lives or business?
Is this piece of content just unnecessary? You know the pretty quote overlays and the funny gifs we post to get likes? Well, those may not serve you well on Facebook any longer. Sure we may get people to chuckle and click LIKE, but unless a comment or conversation is started over it, Facebook will probably bury it 6 feet under.
Get back to basics.
In the old days, when we still had phones hanging on our walls and televisions sat on our living room floors, we used to get out and greet others on social media. We joined forums and groups where we asked questions, shared answers and formed a community. We got to know people who were not on our business pages and some of these relationships turned into friendships or business collaborations. I call it “walking about” (Read: 4 Tips for Better Social Media Management) and it will benefit you to go back in time and get social again. Build relationships on social media platforms. Don’t just post your content and sit back and wait for the analytics to show you how many people read it. It may seem like a tedious or slow process, but you will build solid relationships that will spread and who knows…you just might find your next customer or business partner.
So let’s agree that instead of wasting our energy crying over Facebook ruining our businesses, let’s get refocused and make some needed changes to our social media content and habits. I’d love it if you would share your ideas for greater connections here in the comments or of course you can jump over to our DIY Social Facebook Group and share then with us–you may just meet some other fabulous people while you’re there.
We also put together a “DO’s and DON’Ts for Facebook’s New Algorithm Changes” resource for you with actual questions and comments to use instead of the old “engagement baiting” LIKE THIS or SHARE WITH YOUR FRIENDS. You can download it here:
@GinaSchreck is the CEO at SocialKNX and loves connecting on any social platform to share and learn together. Just don’t send creepy private messages that just say “Hi.”
There is no doubt that Facebook is the power-tool that we need in today’s marketing toolbelt. With well over 2 BILLION users, you have almost half of the world at your fingertips.
What started as a college connection tool has evolved into a Quad-Faced, personal networking and professional business behemoth. Along with this evolution has come great confusion. How to separate personal from professional use? What is the difference between profiles, pages, and groups? Here is an overview of the four faces and how to use each.
The FACEBOOK PERSONAL PROFILE.
The mainstay of Facebook is the personal profile, and it can be used for both personal connections with family members and close friends or as a professional networking tool. The terms of agreement at Facebook state that you will have only one account. If used correctly, you do not need separate accounts for business and personal use. Using the “LIST” feature you can create a list for colleagues and lists for family members or friends and then set privacy settings for these lists that will help you keep your information and photos nicely separated. When you go to craft a post on Facebook, you can select who you want that information to be shared with–the PUBLIC, FRIENDS, FRIENDS of FRIENDS, or you can select one of your groups…family only, people who live in Littleton CO, etc.
The FACEBOOK BUSINESS PAGE.
The former FAN PAGE has matured into the Business Tool extraordinaire. PAGES can do just about anything a website can do including house videos, blogs, testimonials, and more. You can have as many PAGES as you’d like and they are created off of your personal PROFILE. When you log into your personal PROFILE you will find a section on the left column that reads, “EXPLORE” and then PAGES. From this link, you will choose “Create a PAGE”.
PAGES have no limit on the number of fans you may have (profiles cap at 5,000) and each post from a PAGE is fully indexed by Google and other search engines (profile posts depend upon your privacy settings). People who like your PAGE cannot see anything on your PROFILE (unless you are connected there) and your friends are not automatic fans of your PAGE. Facebook PAGES also offer wonderful analytic tools to help you track click-through rates, fan demographics and more.
[Read: 7 Reasons to use a BUSINESS Page over a PERSONAL PROFILE]
One word of caution when naming your page: You may want to put your business name or other benefit-revealing name on your page instead of your personal name. Your friends will know the value or type of information YOU will provide but if your goal is to grow your fan base beyond your friends, your page should give an idea of WHY I SHOULD allow your PAGE information to be added to my information stream. [See post: Unless You’re a Rock Start, Your Facebook Page Shouldn’t Have Your Name]
The FACEBOOK PLACES PAGE.
This is the somewhat old and random face on Facebook. This was to try and create a Yelp-like page for people to post reviews and photos of different locations. When a business came around to finally creating their “business page,” they would convert the PLACES page into a BUSINESS PAGE. The problem is, there are still PLACES pages being created by users who just can’t find the actual Facebook Page for the business, and then the businesses find several rogue places pages out there and have to merge them into the main page. It’s a pain and I hope these go away soon.
GROUPS are meant to foster discussion around a particular topic area and were initially great tools to use after a class or conference to keep the conversations flowing. Facebook GROUPS are similar to LinkedIn Groups. They do not have the same functionality as PAGES but have the benefit of being made private (members must be approved to join) or even secret (not even showing up in group searches). This makes them a great tool that you are able to monitor as an individual or business. Currently (2017) a business cannot start or run a group. They must be managed by an individual profile. So I manage our DIYsocial group as Gina Schreck. SocialKNX (our business page) can promote the group, but SocialKNX cannot post or comment. I have a feeling this will change soon as more businesses are finding creative ways to use groups. To create your own GROUP, you simply log into your Facebook PROFILE and like creating a PAGE, you look for the GROUP link on the left column and select “Create a GROUP.” After naming your GROUP and filling out some basic information you will be taken to the second page that allows you to make the group public, private or secret.
So whether you choose to take advantage of one or all four of Facebook’s Faces, it all starts with YOUR face. Take off that mask, create that profile and let’s connect!
I would love to know which face on Facebook do you spend the most time with or find the most helpful to your business?
If you haven’t joined our DIYsocial group–pop on over, there’s lots of helpful info and it’s a place to get your questions answered.
If you are just setting up your business page, be sure to download our free GUIDEBOOK for STARTING ON FACEBOOK
Last week we looked at how to create lead magnets as an important step in your marketing and sales process. In case you didn’t read the last post all about lead magnets, head here to catch up. But as a quick refresher, lead magnets are those free pieces of content that you use to draw prospects in and begin to build trust and credibility, so you can convert the lead into a customer.
KNOW; LIKE; TRUST; BUY
Our goal is to get our prospects to know us (that’s the exposure that social media can offer), then to like us (likeability is a big factor in the buying cycle and comes through the type of content you are sharing and your ability to build rapport through that content) and then to trust us to be able to solve their problems and provide answers before they will buy from us.
Too many people expect to go from KNOW ME to BUY FROM ME and are disappointed when posting on social media doesn’t result in sales. There are more steps to the typical sales cycle. Not always, but most of the time. There are times I am scrolling through Instagram and see a great skirt, or cool gift idea and will click over to purchase the item immediately. When it’s a low dollar investment, I may not need to trust you or even like you, as long as I can buy from you NOW. Whether I return or not, might take a little of the likeability and trust factors. Great lead magnets offer valuable information that can build trust and even likeability.
DELIVERING A LEAD MAGNET:
Now that we have those great pieces of content created, let’s talk about how to get them out to people. You want to either house your lead magnet on a cloud service like Dropbox or Google Docs, or if you are using a service like Leadpages (see below), you will upload your pdf there for easy delivery.
To get started you need to have an email service. This is where you will gather the contact information and then nurture the relationships with these folks with weekly or monthly email campaigns. Some of these have a free option to begin but all of them are very reasonable to get you going. Here are just a few:
Within the email service you can create sign up forms so people can opt-in to your lists for newsletters or lead magnets. These are not necessarily going to provide a beautiful landing page (a page that looks like a website with copy on it explaining what they are about to download or sign up for), but instead most email services can provide a lead “box” or form that simply collects the contact information, but technically you could have this form collect an email and set up an initial triggered email within the service that sends out a message with the link to your lead magnet going to the item in Dropbox or Google Docs.
You may want to sign up for a service that helps you build out simple templated landing pages, like Leadpages. Leadpages gives you templates that are tested and proven for higher conversion rates. They are set up to look more visually appealing than a plain form or lead box. They have templates for getting webinar registrations, complete with countdown clocks and information spots about the instructors on the webinar. Leadpages has a monthly cost starting at $25 a month, and if you are going to commit to building your email list, this is an investment worth every penny.
Using a tool like Leadpages, you would create a landing page like the one below, and then when the person clicks on the button to request your download, their contact information is sent directly to your email service and an email is sent from Leadpages with the lead magnet attached. All automated for you.
I Have Your Email, Now What?
Now that your prospect has your wonderful piece of content and you have their contact information, what happens? As you are building your lead magnets, be sure to ask yourself this question, “Now What?” When the prospect gets to the bottom of your lead magnet or finishes listening to you on a webinar or video that they consumed, what should they do next? Put a link in the email they get with the lead magnet or put it directly on the item that is sent, back to your website, or to a blog post that they might find helpful.
And now that their email address is in your email list, you might want to set up a regular email that goes out providing additional resources they might find helpful. Tips or resources you have found helpful and want to share. An invitation to join you for a webinar or an offer for a free consultation with you and your team. Think of ways to stay in touch with the people on this list. Nurture the relationships and soon they will convert to paying customers.
Before you get to feeling overwhelmed, I want you to know that if you take this step by step, it is VERY DOABLE! You can do this, even by your little ol’ self. You don’t have to be a technical wizard, you just have to be willing to learn something new. If you get stuck or have questions on one part or another, let me know. I can point you to some resources for help.
So to recap:
1. Create your lead magnets (see last post for lots of ideas)
2. House your lead magnet somewhere—Google Doc, Leadpages, Dropbox, mostly as pdf files.
3. Set up your email service provider
4. Create your landing page or lead capture box
5. Nurture the people who are now on your email list.
Hitting business goals with social media is like planning a family vacation: You don’t start with planning potty-stops (well unless you travel with someone who has an extremely small bladder, then you just might).
Yesterday a new client asked how many posts per day we will be sharing on Facebook and how many on Twitter. I asked her if she has ever taken a road trip. She replied, “Yes. Why?” I told her when you plan a road trip you don’t start by deciding how many gas stations and potty-stops you’ll take. You decide where you are going and make the necessary stops to get there.
Many people are concerned about whether they should be posting 4 times a day or 20 times a day on their social media channels. There are people who worry about whether posts go out at 5am or 5pm. The key is, the algorithms have gotten so good it doesn’t matter what time of day you post. If your followers are typically interested in your content, it will be waiting for them when they log in.
We are looking at social media marketing all wrong if we are asking how many posts do we need to load each day. We need to take each goal and ask, “How do we get there?” Will we need to take a plane? A train? A car? All the above? And if you have ever followed a paper map instead of your GPS, which basically tells you what to do and which route to take, you know there are often several routes you could take to reach the same destination.
You may have to identify multiple goals along the way before you arrive at your final destination. Perhaps your final destination is halfway around the world. Your first goal is getting your family from your home to the airport. Then the next goal is to get from that destination to a train station and then a rental car location in the next destination. Achieving a business goal is a lot like this family vacation. There’s a lot of planning that has to go into getting to that final and ideal destination.
Let’s be sure the main goal you have in mind is the real business goal. If your goal is to have 1,000 fans on your Facebook Page, I would ask you WHY. Why do you want 1,000 fans on your Facebook Page? Do you want 1,000 fans so you can get 500 of them in a coaching program you run? Then getting 500 coaching clients is your goal. Having 1,000 fans on Facebook might be one of the vehicles you take. Adding fans, and followers to your social channel that then come into your email list to attend a free webinar to then sign up as a coaching client might be a better route to take.
So let’s take our road trip analogy and help you create a plan.
The Strategic Goal: Where are you wanting to go?
Identify the goals you have, big and small. These are the destinations you want to get to. Many times, it is not a single goal, but each one will have its own roadmap and plan.
The Plan: What mode of transportation will you need to take to get there?
Let’s identify some of the different vehicles you could take to get you to your goal:
Social Media Posts
Video – Live streaming or pre-recorded
Podcast shows (yours or someone else’s)
Whitepaper or research paper
Now let’s work backward. We’ll use the coaching program as our example and work backward to identify the specific activities that need to take place to help us get there. You will simply tweak this to layout your own trip and plan.
GOAL – Final Destination → Getting 500 people in a coaching program
PLAN→ Host a webinar to teach the top 2 things people do to sabotage their own success and 3 steps to put a stop to that. If you can convert 20% of webinar attendees to sign up for your coaching program, you will need to have 2,500 on your webinar, or you need to host a few webinars with an average of 500 on each.
GOAL –Destination #3 → Getting 500 people on a webinar 5+ times
PLAN→ Email campaign. Send a series of 5 emails – 4 with short video tips to make changes in your life and the last email inviting people to a free webinar. Assuming you will get a 50% conversion of people who watch your videos to those who sign up for the webinar, you are going to need 5,000 people getting these email sequences.
GOAL – Destination #2→ Getting 5,000 in your email sequence
PLAN→ Lead Magnets (Freebie) with a downloadable resource guide or tip sheet for people struggling with self-sabotage. They get added to your email list when they download. PLAN → Blog post about the destructive powers of self-sabotage with a tip sheet at the end for people to download and get added to your email list. PLAN→ Weekly Facebook Live events to discuss one problem and one tip each week and end with a freebie off to download your research paper or tip sheet to gather email addresses. PLAN→ Social media posts driving traffic to blog content mentioned above. PLAN→ Social media posts offering freebie download PLAN→ Social media posts inviting people to webinar PLAN→ Facebook Ads using FB Live event that has an offer at the end. PLAN → Facebook remarketing ads to those who watched the Facebook Live videos above but didn’t end on your freebie offered at the end. This ad could offer the free download
GOAL- Destination #1→ Grow your social media audience continually to keep new people seeing your content above.
PLAN→ Add specific hashtags to draw in your strategic audience PLAN → Follow or connect with people who are interested in other coaching books, seminars, speakers, etc. PLAN→ Create posts on Facebook that get people to identify self-sabotaging behavior they have experienced or seen in their life. Share a downloadable tip sheet after and ask people to share with others who might find it helpful
As you can see, this list can not only continue to grow but can be as exhausting as a family road trip. The key I want you to take away is this:
Stop focusing on the number of gas and potty-stops that you will make each day. Spend a little more time on the strategy and daily plan and you will get to your final destination much faster and have a much better time once you are there.