platform building for influencers
TRANSCRIPT
CRAFTING AND MASTERING A PLATFORM YOU CAN ROCK ON AND OFFLINE
Lyn Cadence | CADENCE PRPublish. Speak. Promote.
Stories that make a difference
www.cadencepr.ca
What is a platform?A platform is what you build to to help you rise above the din so that you can connect with your audience, your influencers and your peers.
Do you need a platform? Almost certainly. The real question is “how big?”
Prepare your platform to support your needs for the future.
The Right Planning Tools for the Job Business Plan
Marketing Plan
Publicity Campaign Plan
Social Media Plan
SCHEDULING Google Calendar or Agenda Planning Diary (one time, daily, monthly, weekly, quarterly, yearly tasks)
PROJECT organization tools – Trello, OneNote, DropBox…
Know the answer to these questions
What’s your story? Who cares? Where are they?
How will you assist, educate, entertain your peers, influencers, audience?
What do you want them to do for you?
What kind of voice do you want to project? What visual image?
Where is your audience?Getting up close and personal
Networking
Public speaking
Meetup groups
Associations
Conferences
Book Launches
Courses
Other events
Leadership position?
Boards
Politics
ConnectingWhat print materials do you have for events?
Business cards?
Brochures?
Name tags?
Postcards?
Handouts?
Banners?
Giveaways?
Collect cards or have a signup sheet and follow up.
Where is your audience online?
Whatever you do, do it with picturesFinding free images
Pixabay
Unsplash
Dreamstime – under free
Stocksnap.io
Death to Stock
Gratisography
Negative Space
Splitshire
Superfamous
Life of Vids
Tookapic
Picography
IM Free
Adjusting images
PicMonkey
Gimp
Combining images and text
Canva
Infographics
Infogr.am
Venngage
Screensnaps and Markup
Skitch
Content Marketing | WordPress Blog
Year calendar plan for regular posts
Bank them ahead
Use video/audio/text/all
Interviews, guest posts…
Deployment plan – promote to Twitter, Facebook, Linkedin, email list…
Need a framework? Find a blogging buddy. Edit each other’s work prior to posting.
Great blogging resource – ProBlogger
No blog? Facebook ads, LeadPages, webinars, coaching
Repurpose evergreen content!
Fun Blogging Tools
Content generators
Content Ideator
Hubspot’s Blog Topic Generator
Portent
Webpage FX
Headline analyzer
Coschedule
Editing resources
Grammarly
Correctica
Research and reading using Feedly
Connect your social media accounts
Enter 50 – 100 blogs you would like to share
Scan daily, weekly or even monthly
Social media deployment
You can drop your choice articles directly into your chosen social media accounts
or schedule them for later using various social media scheduling tools like Buffer (or Hootsuite or Tweetdeck)
Read later
Evernote
Be even more efficient by setting a timer. Stop when it rings.
Content Curation
Lead Magnets and List BuildingWhat is a lead magnet?
You offer your audience something they want/need in exchange for their email address
What can you use as a lead magnet?
Examples:
25 best free sources of photos
10 best races to run in the west
PR Toolkit
Where can you use your lead magnet?
FB ads
Blog signup
Email Marketing
Email client
Mailchimp integrates with WordPress
CRM – Contact Relationship Management
Insightly
Salesforce is more expensive and for groups
Sales funnels
From ad to lead page to squeeze page
From free to more and more expensive
Continue to provide free info to engage
Automating Services
New software is developed all the time.
What is free today, may be expensive tomorrow.
Various combinations of services are offered in services as they develop.
Social media
Social Oomph for Twitter, Facebook, LinkedIn, RSS feeds, blogs, Plurk, and App.net. Easily schedule updates, find people to follow, and monitor social media activity
IFTTT – If This Then That links your various social media tools. They provide recipes.
Marketing services on steroids
Hubspot
Marketo
Infusionsoft
FacebookPersonal
Being opinionated and empassioned counts.
Check your privacy settings regularly.
Personal experiences and accomplishments get response.
CONSIDER: What is your return on investment? Or is this a satisfying social activity.
Facebook is not serving up all of your friends posts to you, they are being selective by algorithms.
Pages – author, brand, business
Facebook is serving up your posts to a small percentage of your followers, as small as 6%.
They want you to advertise. That said, advertising can be cheap and can have a good ROI.
Facebook Insights can be very useful.
Use Shortstack for contests and promotions.
TwitterWho to follow?
Follow your influencers, your peers, anyone who already qualifies as your audience.
Check out their lists for followers.
Make lists of your customers, influencers.
Follow/Unfollow
Simplify, automate
Automate connections, not relationships
Social Quant
Tweet Jukebox
Commun.it
SocialBro
Engage
Use@name when you can by responding or initiating conversation
Use hashtags # to target your audience #yyc and #yoga #ABbooks
Advertise
Twitter Cards
LinkedIn Optimize your profile for keywords.
Use the 1000 word limit on positions you’ve held.
Add video or slideshare or a visual portfolio.
Endorse your contacts. Ask for endorsements.
List the people you would most like to connect with. Find people who are connected to them.
Join groups, comment.
Share info, post useful and interesting status updates.
Add your blog post here, but customize it for this audience.
Download your contacts and put them in your CRM. Detemine how often you should be in touch.
PublicityPlan
What is your story and how can you make life easy for a journalist?
Press releases
Follow standard format, you need a really strong lead.
Media targets
Research! Approach specific journalists who cover your topic.
Dissemination
Short, snappy email with links to backgrounder or send by mail.
Followup
Followup, followup, followup with updated news. Respect “no”.
Event Marketing Set targets
Decide on the number of events you will host, create or participate in and do it.
Choose the kind of events which show off your talents.
And s-t-r-e-t-c-h. Develop a few new skills. Toastmasters anyone?
Signup and ticket sales
EventBrite
Post to
Your social media and local media websites, ie: CBC, CKUA, Swerve, Calgary Culture, Alberta Culture, Calgary is Awesome
Mini Social Media Makeover Google yourself. You can change what you see. Bad review? Overwhelm w YouTube.
Twitter, Facebook, LinkedIn… profiles as good as they can be? Current photo?
Use Canva to combine text and images on your headers.
Gather your contact lists, put in Excel or a CRM like Insightly. Keep in touch.
Try a new service to automate social media – Social Oomph or Social Quant?
Set up feedly.com and Hootsuite, Tweetdeck or Buffer to find and post some of your posts on a schedule? Analyze what works for each of your channels.
Commit to your event targets for the year.
ACT ON THESE DECISIONS! And mark your calendar to do it again in 6 months
What’s your story? Who cares? Where are they?
How will you assist, educate, entertain your peers, influencers, audience. When?
What do you want them to do for you?
What kind of voice do you want to project? What visual image?
Lyn Cadence | CADENCE PRPublish. Speak. Promote.
Stories that make a difference
www.cadencepr.ca
Connect with me on LinkedIn and Twitter