SOCIAL MEDIA

SECRETS

LESSON ONE:SHOULD YOU HAVE A PRESENCE ON

SOCIAL MEDIA AND WHERE?

You CAN technically run a successful business

without social media… but being on social media

makes it a lot easier.

Because that’s where EVERYONE is!

There’s so many platforms, it can be hard to know which

ones to give the most attention to.

Always put profitable activities first.

Choose the platforms that will lead to the most business for you.

You can make any social media platform work well for you if you publish good content regularly and consistently.

PROS:

FACEBOOK

Just about everyone is on there, especially in the age

bracket that spends money.

Facebook ads can be very effective.

Video and Facebook Live.

CONS:

Can be a time suck.

Facebook shows a lot less to your audience organically

than it used to.

Ads can be expensive if you don’t use them correctly.

Currently the largest platform.

More popular for young people.

INSTAGRAM

PROS

Visual platform.

Large audience.

Connects and integrates with Facebook.

Fastest growing social network.

CONS

Relies on images.

More difficult to target local markets.

Images must be square.

DM system is average.

Video is the king of content.

Facebook is starting to focus on video more and more, but

YouTube can still be a good place to host your videos.

YOUTUBE

PROS

Free video hosting.

Good for a global audience, but master local first.

CONS

Copyright claims can be an issue

Comments sections are quite scummy

OTHER PLATFORMS

Twitter

Snapchat

LinkedIn

Your Blog - best on your own site but you still

need a social media platform to help spread the

word (and send links to your site).

Video is the most popular form of content online but you need

to put it on the right platform for YOUR preferred audience.

Pick one or two social platforms that you will concentrate

your time on for your CONTENT.

Make sure you know exactly how this will reach and benefit your target audience.

EXERCISE:

LESSON TWO:WHAT SHOULD YOU POST ON

YOUR SOCIAL MEDIA PAGES?

“Content is king”.

But what sort of content should you post?

How often?

Video is the most popular form of content.

But you don’t have to rush into making videos if you

aren’t comfortable with it yet.

Many people still love to consume written content.

No matter what sort of content you create, it must provide VALUE to the person consuming it.

For example, posting photos of your client’s dogs and

puppies is cute but can you add some text with it that

provides a quick tip or lesson?

You should also include call to actions wherever possible.

You’ve just given out some free tips, ask for something in

return, like subscribing for updates.

If you create useful content it will generate engagement and

help you grow your following.

Being that you’re trying to attract more customers, focus on the area

and type of people that you serve and promote the kind of services

you want to do more of.

EG: If you want more group class sign ups, show photo or video

of your classes and a lesson that emphasises the benefits of

joining. Then tell them how to join!

The main social media platform I use is Facebook, and

second to that is YouTube. I’ll be speaking from a

Facebook point of view in this lesson, but the concepts

apply to any social media platform.

Do you have to pay to have your content reach more people?

No, but it helps a lot. Facebook (and most other platforms)

have decreased their organic reach a lot.

The only way to have something reach a lot of people

organically is to create content that people want to share

Don’t boost posts unless you know exactly what your

goal is and how to optimise the ad for that goal.

Nice feelings don’t pay the bills.

Play to your strengths - are you a better writer? Write blogs.

Are you better on video? Make more videos.

Whatever your choice for how you will produce content, be

regular and consistent.

NEVER compare yourself to others online.

Do it your way.

Which two types of content are you going to concentrate on?

How often are you going to publish content?

What is the main goal of your content?

EXERCISE

LESSON THREE:REVIEWS AND TESTIMONIALS

People can leave you reviews on many places on the internet such as Google and Facebook.

In some places, such as Facebook pages, you can choose

whether to have your reviews turned on or not.

So should you have Facebook reviews turned on?

For local businesses, I believe yes, but it has some downsides.

The downfall of Facebook page reviews is that it’s VERY easy for someone to leave a fake review.

Based on this it’s perfectly understandable if you don’t want

them on. But having them on will help people to find you on

Facebook and people do like to read reviews before booking.

You can also have clients submit their testimonials on your

website or use a feedback form that is sent to all your clients.

GETTING TESTIMONIALS

Put calls to action for testimonials in your email signatures.

Have a submit a testimonial button on your website.

Ask! At the end of a lesson or program, if you felt it’s gone well,

ask them if they would be willing to provide a testimonial.

VIDEO TESTIMONIALS

Ask your best clients for video testimonials -

these are powerful!

You can use the questions in the document under this lesson as a

basis for a video testimonial interview.

VIDEO TESTIMONIAL TIPS

Keep it casual.

Put the camera on a tripod rather than holding it or hold it discreetly.

Ask the questions but don’t read them word for word.

Edit the video so that it is the client talking only.

Add in some shots of their dog doing well, and some music.

Send it to them for their approval.

LESSON FOUR:HANDLING NEGATIVITY ON

SOCIAL MEDIA

The more successful and well known you become, the more negative comments you’ll get.

It’s important to have a plan on how you’ll handle

negative comments.

It will happen.

My approach is to instantly ban and delete anyone who is

disrupting MY page / group etc.

Sometimes people aren’t being nasty even though they disagree.

For these types of comments, I usually try not to engage, give it

time and keep an eye on it to make sure it doesn’t escalate.

When deciding whether to engage in a debate with ANYONE on social media, ask yourself:

Does this help me personally?

Does it help the other person, will they change their mind?

Does it help my business to grow and thrive?

Remember, you’re in business for YOU and to help those who want

to be helped.

You will get much further if you concentrate on what is needed next

to grow your business in the direction you want it to go.

The other negative side of social media is comparing

ourselves to others.

This seems to be particularly bad in the dog industry.

It doesn't matter what others are doing. It matters what

YOU are doing.

Remember, no one can compete with you, because only you are you!

What’s your plan for if you get a negative

comment on the internet?

EXERCISE

LESSON FIVE:SHOULD YOU RUN A

FACEBOOK GROUP?

It seems like everyone and their dog is starting a Facebook group now. What’s the big deal?

A Facebook group ads extra work. And you already

have (and need) a Facebook page. So why have both?

Here’s some benefits to running a Facebook group:

If you’re running a local business, start a community dog group and

become known as the go to trainer

You can also make yourself known as the local trainer in other groups

too

More people in a group see your posts compared to your page’s

organic reach

You can now see analytics for groups and ask people questions

before they are accepted into the group

The downsides:

Takes more of your time.

Like anything, it’s an option but you don’t have to have one

If you do have one, have a clear plan on how you’d like to run it and

how it will help to grow your business!

Facebook group etiquette

When you go into other local Facebook groups, don’t just

drop a link to your stuff and run.

Spend some time being helpful and becoming known as the

local expert in your niche.

Put a time limit per day on Facebook group activities!

Will you run a local Facebook group?

Will you participate in other local groups?

EXERCISE

LESSON SEVEN:HOW TO GET FREE

FACEBOOK LIKES

Facebook likes provide some social proof.

BUT….

The number of Facebook likes you have doesn’t really

matter if you’re not making any money!

So the point is, don’t get too caught up on how many likes or followers you have, focus on the results!

In saying that, growing a following while growing your business

is a good thing and social proof is a good thing too.

DON’T spend money on Facebook “like ads” though!

Instead, create good content that encourages likes and shares.

Then use the following tactic to increase your

page likes for FREE.

Go through your best pieces of Facebook page

content and invite likers to like your page!

EXERCISE

LESSON EIGHT:CREATING A PROMO VIDEO

Video is a great way to show off what you can do for your clients.

There are many different types of videos:

tutorials

before and after

video testimonial

case study

promotional

One of the most common struggles people have with videos is nerves about appearing on camera or hearing

their voice on camera.

In this lesson we are going to create your first promo video which is a

great way to ease into video as you don’t have to appear on camera if you

don’t want to

If you’re okay with going on camera for small parts, even better!

The footage.

It’s always a good idea to collect and save as much footage as you can

of your clients dogs, and your own.

You only need a few short clips to get started.

Before and after clips are great, people love to see them,

but not compulsory.

You can always just show the after.

The Content

You can either talk on camera, use voice over or just use text.

Start out with whatever you are most comfortable with so

that you can get started now.

You’ll be using wordings just like on your website copy.

Problem

Solution

Benefits

Let’s have a look at a video example.

Equipment needed:

Anything that films good quality video, including your phone

A tripod

You may need a mic in some environments but if you don’t have

one, just make sure you’re close enough to the camera!

Editing software

Create your first promo video and show us

in the group!

EXERCISE