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Marketing Your Business with Social Media

There are two important concepts you should understand before jumping full-on into the realm of social media marketing. These concepts apply to ALL of your marketing, not just social media, and are relevant regardless of the platforms you choose to operate on.

Concept #1: Know your market

Who are your target customers? What do they like? Where do they hang out online? It would be a pointless waste of time, for example, to work away on Flickr if the people you are hoping to reach aren’t even there. So make sure you know your Ideal Customer first and foremost.

Concept #2: It’s all about delivering value

There are three main reasons people spend time on the internet. The first is to learn – to be informed. The second is to be entertained, and the third is to connect with other people. At least 70% of your marketing should be about delivering one (or more) of these things to your potential customers. Nothing but a stream of links to your products will get you ignored, and you’ll probably start to feel like all of your efforts aren’t worth it.

On the other hand, if you NEVER mention that you have a business or products to sell, you may also wonder why you’re efforts aren’t paying off. Sure, your list of followers will continue to increase, but you need to make an offer to your audience once in awhile if you actually want to generate any sales from them.

Getting started:

After you’ve figured out which social media platforms your target customers are on, start to set up profiles on one or two, and brainstorm how you can use this platform or platforms to deliver the value your customers are looking for.

I recommend starting with only one or two because you don’t want to overwhelm yourself, or spread yourself too thin. When you’re overwhelmed and exasperated you’ll feel like you keep working on your marketing, and the results aren’t coming. That would probably be because you aren’t able to direct the time and attention to each platform at the level required to really connect with your potential customers.

You don't have to do it all. Social Media Marketing can take a lot of time. You need to be effective at the ones you do decide to do, but you need to have time to design and make your crafts too, otherwise there's nothing to market.

Getting familiar:

Learn the “lingo” and social etiquette of each platform you are on. Think of each site as a separate community building, each with it’s own set of rules and expectations. For example, just as you are expected to act and behave a certain way at a karaoke bar versus a public library, you are expected to interact differently on Twitter than on Pinterest. All it takes is a bit of observing and reading to learn what those differences are.

Getting social:

Social media is called SOCIAL media for a reason. People are there to socialize with one another. While I am a huge fan of pre-scheduling your posts to save yourself time, I also stress the importance of logging in and spending some time INTERACTING with your followers. No one likes to be involved in a one-sided conversation. If your fans are leaving comments on your Facebook posts, acknowledge them and respond - always. Reply and re-tweet on Twitter, and like away on other people’s pics on Pinterest. Connect. Connect. Connect!

Some specific platform tips:

Twitter:

* The feed moves fast, so you can tweet often.
* Follow other industry leaders to harness the power of networking and partnership opportunities.
* Follow and interact with your Ideal Customers by finding them through other brands you know they love.
* Use appropriate hashtags and tweet under trending topics when they are suitable for your brand.
* Create a bio that will make browsers curious.

Pinterest:

* Don’t just pin your own items: pin lots and lots of images that go well with your brand.
* The more pins you collect, the larger a following you will accumulate.
* Organize your pins into sorted boards that would also interest your Ideal Customers.

Instagram:

* Use hashtags that are appropriate to the image you are sharing to get found.
* Share pictures of your process, not just your final products.
* Follow and interact with other users!
* Don’t forget to put your website link on your profile.

Summing Up:

1. Quality over quantity.

2. Engagement is crucial.
The entire point of social media is that it it's social. In each post your brand makes, your goal is to get people (your target market) to like, comment and share.

3. Fans Aren't Customers.
They can be though. The best way to convert fans into customers is a. Creating strong brand advocates who love and share what you do. b. Encouraging fans to opt into your emails/newsletters so that you can continue to market to them. c. Get your Facebook fans to go to your sales page.

4. Images Increase Number:
Study after study shows why images are important and worth the time. Posts with images compared to posts without images perform significantly better.

5. You Don't Have To Do It All.
Choose one or two platforms and do them well.
















Marketing - Something to Read and Take on Board

The Business You Are In

By Dan Kennedy


As anyone who's ever started a business can confirm, there are plenty of unknowns when it comes to being an entrepreneur. "Who's my target customer?" "Should I have employees?" "What kind of website do we need?" "How much should I charge?" And many, many other questions besides.

But before you go too far down any of those paths, pause a moment and ask yourself this key question: "What Business Am I Really In?"

It's a critical question and one you need to ponder carefully. And it's not necessarily as easy to answer as you might think. Consider what Charles Revlon had to say about his: "In the factories we make perfume, but in the stores we sell hope."

There are a great many important principles represented by Revlon's simple statement. Too many business-people are product obsessed, or technology obsessed, and completely misunderstand what it is that their customers are really buying. Even businesses selling tangible products are really selling intangibles.

What business you're really in isn't just the stuff you brew, bottle, and sell. Your business boils down to the considerations of people (i.e., your customers) and what THEY want and how THEY view what it is you offer for sale. Revlon's quote demonstrates that he clearly understood this and some key truths about the people he chose to become his customers:

People long to make things better. They may not be willing to work very hard at it, but the urge is there, always bubbling beneath the surface.

People are easily stimulated to optimism and generally prefer feeling optimistic to pessimistic, given the opportunity to do so.

People join churches, multi-level companies, start businesses, move to new towns, enter new relationships, go on diets, etc. all based on the hope that doing these things will make them richer, happier, thinner, and healthier. In short, they invest in hope time after time, pretty much regardless of how prior similar investments have worked out.
When you take the time to understand these things about people and what they want, desire, and need, then you can incorporate them into how you market your business.

Note that I did NOT say you use this in what you DO in your business. Focusing on what you DO over how you MARKET will cost you dearly - especially over time.

The business you are REALLY in is "MARKETING"!

When the perfume maker becomes a marketer of fragrance; the jewelry storeowner becomes a marketer of fine jewelry; the carpet cleaner becomes a marketer of carpet cleaning services; and the chiropractor a marketer of chiropractic care, etc., he or she takes a quantum leap up in income potential.

Most service business owners, small business owners, self-employed professionals, and consultants all view themselves as "doers" of what they do - with the task of getting people to pay them to do it a necessary evil.

The marketer, however, sees the acquisition, retention, and value maximization of the customers as his primary role - with the actual doing of the service the necessary evil.

Simply put: Marketers are much more valuable and highly paid than doers.

This is very, very difficult for doers to accept. When you go to any trade convention, such as the National Speakers Convention, at least 80% of everybody's conversation is about the doing, not the marketing. In the cocktail lounge, people tell each other what they do: "I speak about X, I'm an expert in Y." In the meetings, they endlessly rehash platform speaking techniques. If one asks another what they do, the answerer will define himself by his topic.

This is not unusual. If you go to a chiropractic or carpet cleaning or computer programmer's convention, the focus will be on chiropractic technique, new chemicals and equipment, and new software.

If you ask most businesspeople what they do, they'll define themselves as a doer of a thing, rather than as a marketer of that thing.

From the beginning, when asked the question, I would explain that I was in the speaking and consulting businesses. To me, what I did on stage or in the boardroom was not the main issue.

Being in those businesses (i.e., marketing those services) was.

This attitude or view or definition of who you are and what your business REALLY is has enormous impact on how you allocate your time and energy.

The doers of things do those things and get around to marketing if there's "time left over." And often they will say they're no good at marketing or selling. Or that they don't like it or want to do it. In this way, they box themselves in to forever being a "worker bee" rather than a "Queen Bee," and to forever working harder rather than smarter.

Obviously, technical skills related to the delivery of a quality product or service is important but they are not nearly as important as the ability to market those same products or services.

And it is infinitely easier to delegate the doing than the marketing in just about every business, because there are plenty of good doers who are terrible marketers, who, because of that, can be hired for cheap.

In fact - by focusing MORE on becoming an accomplished Marketer of things and/or services, you massively increase your potential for wealth and success.

The "professional marketer" masters the skills of direct marketing without being limited to any one product category or media in the application of those skills.

Great marketers have an intense interest in marketing; a marketing orientation or mind-set that other people don't have or cultivate. We are fascinated by marketing. We "think" marketing all the time. In a restaurant, we notice what advertising they have on the table, how the copy is written on the menu, whether or not they upsell, whether or not they do name capture. We're constantly alert for ideas we can use.

I might add - there is no higher valued and rewarded skill on earth than the ability to get something sold. In corporate bureaucracies, the top management's compensation is always pushed higher than their highest paid salesman, but outside of that controlled environment, the sales and marketing "stars" always make more money than the makers of products or providers of services being sold.

Bottom Line: If you want to increase your personal earning power in the business you're REALLY in, the answer is always to focus on becoming better at MARKETING and not at Making.


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Provocative, truth-telling, best-selling author, speaker and direct-response marketing consultant and copywriter Dan S. Kennedy is a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size. For over 30+ years he has created winning campaigns for health, diet and beauty products and companies, B2B and industry products