social media tips for coaches - what relationship marketing means for your small business
DESCRIPTION
Social Media: “Feel The Love” – What Relationship Marketing Means For Your Coaching Business “92% of customers trust word-of-mouth above all other forms of marketing.” – Nielson’s Global Trust in Advertising Survey, 2012 Liz Provo, of Mass Marketing Resources, guides workshop attendees through an introduction to social media directed primarily toward solo-preneurs, self-employed professionals in the area of coaching. In the workshop, you’ll learn how social marketing is different from traditional marketing and begin to develop strategies around relationship marketing as part of your overall marketing plan. We’ll explore: • The pros and cons of using social media • Various social media platforms and related demographics • 10 common social media mistakes made by businesses and how to avoid them • 5 helpful tips when using the primary social media tools For more information contact Liz Provo at 413-539-7950 or log onto http://www.massmarketingresources.comTRANSCRIPT
Social Media Tips For Coaches
What Relationship Marketing Means For Your Small Business
Liz Provo, Mass Marketing Resources
About Me
Self employed since 2001- Mass Marketing Resources
Background in sales, marketing & customer service
Early adopter of blogging, social media and email marketing
Specialties include help for business owners who: Avoid technology, or are unsure of themselves Need help with project management, tasks,
details Are highly creative but have trouble focusing,
follow through
Where do your best clients come from?
Referral
Referral = Word of Mouth Marketing
Word of Mouth = Relationship Marketing
Social media IS relationship marketing
Social Relationships Matter
Social Media Has Changed The WayBusinesses Market Themselves
Friends trust friends.Friends buy based upon friend’s opinions.
Website reviews (Yelp, Google, TripAdvisor, etc.Social media mentions, interactions, photos
Traditional Marketing
Transactional - all about making the sale.
Based on the 4 P’s: Price, Product, Placement & Promotion
Forced on consumer: Print ads, Radio/TV, direct mail, trade shows, billboards
Direct selling/tangible
The Traditional Funnel
Biggest effort $$$ on finding customers
Convert (making the sale)
Little effort spent on keeping the customer
Source: Social Media Quickstarter – Constant Contact
Relationship Marketing
Today’s marketing is about relationships with our customers, clients and peers.
Relies on of digital/internet marketing
Focus on social media, ‘word of mouth’ advertising, growing relationships
Consumer driven
“Flipping the Funnel” – Joseph Jaffe
(www.jaffejuce.com)
Smallest effort on finding customers
Convert = making the sale
It’s what comes after the sale that counts
Social media (& email marketing) keeps them coming back – it’s the relationship that counts!
Source: Social Media Quickstarter – Constant Contact
Social Media: The Pros & Cons
Increases exposure
Builds brand loyalty
Increases traffic to website
Improves SEO (search engine optimization)
Measurable results
Free (DIY) or low cost
Takes a lot of time to maintain well
Takes time to build relationships & loyalty
Can’t always control it easily as it’s a 2 way relationship
You don’t own the platform
Free doesn’t mean it doesn’t cost anything
PROS CONS
Are You Ready For Social Media?
Do you have a website?
Is your marketing plan in place?
Have you allocated sufficient time for upkeep and maintenance?
Do you have the technical knowledge to create and use your chosen platforms?
Which Platforms?
Choose a platform that you like
Understand your demographics
Go where your customers/clients are
Common Social Media Mistakes
Jumping in without a plan
Choosing too many platforms
Choosing the wrong platforms
Starting out well, then abandoning
Setting up accounts incorrectly
Not following the rules, especially FB
Using incorrect lingo (hashtags on Facebook, etc.)
Not understanding the importance of relationship building – promotion vs. conversation
Not being yourself
The Big Players
Facebook 163-mill. Users in US (people “like” your business, wide demographic)
LinkedIn 77-mill. Users in US (very professional, decision makers, higher income, male/female equal)
YouTube 800 mill. Users per month, (2nd biggest search engine, very wide demographic)
Twitter 175 mill. Tweets/day in 2012, (can follow anyone)
Pinterest 2.2 mill daily users, (newcomer, huge growth, large female users, very visual, 2nd to Facebook for purchasing power)
Create business page from personal profile, not as stand-alone, can invite personal friends, public
Lock down personal page if desired
Complete the About Us sections & include website
Use tabs (Join My List, Photos, etc)
Facebook Design
• New rules!• Cover photo CAN have Call To Action• No more than 20% text• Use cover photo to market• Keep important stuff to the right• Make profile pic recognizable
Attraction
Know your audience!
Learn what days & times get highest rates of interaction for your industry
Early morning & evening – good
Weekends – very good
Worst day? Hump Day - Wednesday
Schedule posts for time saving
Maximize image impact by repositioning
Put important content first – shorter posts get more engagement
Engagement
post + video = 100% more engagement
post + picture = 120% more engagement
post + photo album = 180% more engagement
Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)
Maximize Engagement by
As a person, “Like” businesses (check “get notifications” & “show in newsfeed”
As a business, “Like” other businesses
Liking posts
Commenting on a post
Sharing a post
Replying to a comment – NEW!Must be timely for EdgeRank points! (Facebook’s grader)
Complete profile using effective keywords – great SEO
Add a picture – no shady silhouettes
Join groups that align with your values & interests
Tweak profile every so often
Post a status once in a while
Grow Connections
Invite by email
Search “people”
Scan “people you may know” frequently
Tag connections
Message 1 contact or a category
Take it offline
Putting It All Together
Website
YouTube
TwitterPinterest
Email Marketing
Blog Start with what
you control
You OWN your website
You RENT social media
Repurpose/share content on SM (the spokes)
5 Helpful Tips To Get Started
1. Start small. One SM platform done well is better than 3 done poorly.
2. Stay organized. Use a marketing calendar to guide you
3. Be consistent. Add social media links to your toolbar. You’ll remember to check them frequently!
4. Be polite. Less promotion, lots of sharing
5. Be you. Find your own authentic voice.
BONUS TIP: Get help if you need it to keep you on track.
Choose Management Wisely
He built his first computer at age 9
He has 900 friends on Facebook
He set up your wireless network in 2 minutes
He’s family – he works cheap
THIS IS YOUR BUSINESS. Keep your social media professional.
What three things did you just learn?
More Resources
Sign up for my newsletter for monthly marketing tips
Subscribe to my YouTube Channel and watch tutorials
Follow me on Facebook, Twitter and Pinterest
Connect with me on LinkedIn
Mass Marketing Resources
http://www.massmarketingresources.com
Comments, Thoughts . . . . .
QUESTIONS?