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How to Sell Using Social Media

Wednesday, December 21st, 2011

jack and the beanstalkThere are a few great folks out there creating wonderful, valuable information about Facebook ads, video and other tools. HOWEVER, there are also a bunch of hacks out there who so desperately want to “break six figures,” that they plug-in a formula:

  • Create sales page with video that doesn’t tell you how long you’ll have to sit in front of it. These make me want to pull my eyelids off.
  • Said video contains all text with their long, drawn-out voice over introduction of what they are going to tell you, of the big secret they are going to reveal, “but first” they have to feed you more of the introduction to get you on the hook. This is the part where it looks and sounds like they took a class on “How to Sell” that they found on the back of a cereal box. It’s desperate and frustrating. Get to the point already.
  • or the video is of them talking at you like you’re eight years old telling you that you won’t be able to succeed without their “secret” formula – that your business will be crippled without what they know. Crippled? Really? Is it the cure for Polio?
  • Then you have to opt-in or cough up cash for the “real” information.

If you’re like me, I always feel like I need to take a shower after I listen to most of it. These people don’t care about you. They want you to buy their product so they can be a success story for their business coach.

Some of these folks won’t even be around in a year or they’ll be repackaging the same stuff with a different bow because they haven’t really found their passion and believed they could make money from that yet. They’ve hopped on the bandwagon and are going to ride it into the ground.

It’s funny because most of this information, I give away for FREE every week on my Coffee & Convo marketing calls. Not only do I give it away for free, but I customize the content based on your specific question. I dig in and deliver a solution to your problem. Does that make me the schmuck for not cashing in on you…or does that make you the schmuck for buying into the hype?

Confession time: I’ve been there. I was guilty of believing some of these people when I first started out, too. It didn’t take me long, though, to realize that I knew WAY more (not a little more, but boatloads) about social marketing and the tools than most of these cats. It seemed I just chose to deliver my content a little more in my comfort zone. My job is to make sure that you are armed. I feel called to make sure that you know exactly what will boost your business, so that you can do what you love instead of feeling like you need to take another magic webinar that will solve your business’ money woes.

Here’s the deal – the minute you become an expert is when you stop buying more programs and opting into more webinars, and start doing and owning this knowledge. If you know that you don’t know something, ask me or friends. That’s what social media is for — personal referrals. If I can’t answer your question, or if I’m not what you need, I will point you in the right direction.

With all that said, the fact remains — you’re here to make money. So am I. Don’t hide behind it like you have some magic beans that will sprout wealth for customers. Be honest. Be of value. Be of service. And for crying outloud, don’t sell people information that is available for free if they simply searched Google or YouTube.

Where does your REAL expertise lie? THAT’s where the money is.

People do not hire me because I know about social media. Some of them think they do, though. They don’t hire me simply because I can show them how to create an ad in Facebook. The truth is that people hire me because I am the right teacher for them or because of my ideas, our rapport, because of my experience or background, and most importantly — because of the results they get.

So how do you sell using social media?

1. You don’t sell. You share useful information. You are helpful and friendly. Scott Stratten, the awesome (I’m pretty sure that’s an official title) built his stellar Twitter reputation and following not by selling. GASP! Nope. He got to know people first. In fact, if I’m not mistaken, he listened and chatted with his market (which he would NEVER call that) for six months before ever creating a program or asking people to buy it. You can guess what happened when he finally did create his bootcamp back in the day — it sold like gangbusters. Not only that, people were talking about it and sharing it all over christendom. Why? Because he listened to them. He heard what they needed. He developed a product that fit, and because he wasn’t always selling.

2. You don’t sell. “You give people opportunities to buy.” I learned that from Jason Falls back in 2008. Conversation leads to discovery of needs. Then you can offer solutions to problems.

3. Custom packages. Create the right container for client. This goes back to listening first. When you are so in tune with your target market, you will be able to create the right programs, packages, books, etc. that fit like a glove. What this does not mean — I’m not saying that you should change a 3-month package to a one-month one because one of your potential clients would like to “try you on” first. Nope. That’s definitely not what I’m saying. This is customizing based on your experience and knowledge of the problems and the right solutions needed. You know how much time and knowledge your clients will need. If it takes three months, then it does. However, within each working relationship, you’ll know that your client already has a great grasp on X, so you decide to concentrate on Y for the maximum benefit. It isn’t “cookie cutter” solutions.

4. Share your story to find kindred spirits. Story telling will become even more important in 2012. Your story and the experiences that make up you, will help you find your ideal clients. In turn, your clients’ stories will be of utmost importance in progressing the relationship and business. Master your story. Every day. Look and listen for the new pieces that fill it out and enhance you and your business.

5. Remember that your mission is bigger than you. Get out of your own way. Selling sucks. It does. That’s why you shouldn’t do it. It smells funny and no one likes it. However, the reason you wrote that book, created that product, developed that microchip, produced that movie was because you knew it would help people — entertain them, solve problems, make life better. Remember that and you aren’t selling anything. You are serving.

6. Be mindful of your target audience at all times. I’ve pretty much said this in every point made so far. Know who it is you want to do business with. Listen to them every single day in multiple ways. Ask questions. Do not, in the heat of the moment, create a program because you happen to like it. Make sure it’s the RIGHT product, program or service for your audience and speak their language. Not yours. No one really cares what awards you have.

7. Be honest. Admit that you’re there to make money. Be real. Be the best version of yourself. Social media and branding is really like charm school. It’s the version of you that you would be proud of your grandparent seeing. It doesn’t mean you’re hiding anything. It just means you know netiquette  101.

I could add more here, but I think I’ve gotten my point across. For true leadership and growth, it’s about relationships, service and trust.

Tags: internet sales, online marketing
Posted in Advice, How to, marketing, social media, Social Networks, Start-up/Entrepreneur | No Comments »

Part 2 of 2: The What, When & Where of Facebook Events

Wednesday, August 31st, 2011

Last week I showed you How to Create a Facebook Event, and today I’m going to talk about What qualifies as an event you’d want to create on Facebook, When should you create the event (how far in advance), and Where you should promote it.

When Should You Create an Event in Facebook
For large in‐person or online multi‐day conferences, with multi‐person presenters, where you are charging for tickets/attendance, you should create the event a few months in advance, especially if you’re going to be doing traditional press push.

For smaller events where you’re not coordinating much and you won’t make or break the bank on ticket sales, a month or a few weeks out works fine. For weekly or monthly events, create them accordingly. Remember you can always send updates no matter how far in advance you have created the event, and you can post the URL of the event page multiple times in multiple locations.

What Qualifies as an Event (in terms of business):

  • Call Series
  • The Launch of a Program, Package, Book, Campaign, Product or Service
  • Conferences
  • Educational events – webinars, lectures
  • Speaking Engagements

What could you add?

Where Should You Promote Your Event:

  • On all other social media networks: LinkedIn, Twitter, your blog, etc.
  • In your newsletter/solo mailers
  • Personal Facebook profiles
  • Other people’s pages (with their permission)
  • In Groups
  • Forums
  • Live Events

Remind people often. I know that when I sign up for webinars, usually a month in advance I’ll get a reminder each week, then on the week of I may get anywhere from three to daily reminders, then I reminders day of an hour before, sometimes even 15 minutes prior to the webinar. It may sound like overkill, but remember that these days people can’t remember what they signed up for where, and you want to remind them, and also remind them why it’s so important that they attend and participate.

What do you think? Is it overkill to remind people that often? Let me know in the comments.

Tags: event marketing, internet marketing
Posted in Advice, Facebook, Facebook events, How to, marketing, Social Networks | No Comments »

Facebook Events Series: How to Create One

Wednesday, August 24th, 2011

I take for granted sometimes the social media knowledge I’ve acquired over the years. I was talking to someone the other day who has a Facebook personal profile and a business page, but didn’t realize that you could create events in Facebook, invite people, remind people and promote on multiple pages and profiles. She’d even been sent invitations to events and still hadn’t made the connection.

I forget that what is second nature to me now is still a new opportunity to another. And there’s nothing I love more than helping others discover new opportunities, new ways to spread their message and build their businesses using social media.

So, with that in mind, I’d like to show you not only how to create an Event in Facebook in this post, but I’ll share what qualifies as an event, when to create them, as well as where to promote them in an upcoming post.

How to Create an Event in Facebook:

There are a couple ways to start:

1. Go to http://www.facebook.com/events and click the Create an Event button

 

 

2. Go to your Facebook business page and click on Events in the left-hand menu under your picture.

If you click on Events from within your business page that makes your business the host of that event.

For purposes of this tutorial, I’ll use this example — of creating an event from within your business page.

 

 

 

 

 

 

So, you’ve clicked on Events under your profile banner. You will see this next if you have not created an event recently…or ever:

 

 

 

 

Click on “Create an Event.”

You will be taken here:

The rest of the steps should be fairly self-explanatory. Set your date, time, end time if there is one, Name of event, Location of event, Description of Event.

Add a nice photo, logo or other image to make your event look legit and enticing.

When you click on Select Guests: the pop-up window let’s you pick friends from your Personal Profile to invite, which is nice, but odd considering you’re creating it from your business page. Never fear, there is a way to let fans of your business page know. Hold tight.

You’ll see that you can decide whether or not to let the attendees be visible on the event page (recommended) and you can decide whether or not to let attendees comment on the event page (also recommended — you want that to post on their walls!).

Click “Create Event” button when you’re satisfied. You can always invite more people and edit the event after you have created it, but I highly recommend having your ducks in a row in terms of time, date, location and info before pulling the trigger. You don’t want to look unprofessional or unprepared.

After the event is created it will look something like this:

You can see that in the “Created By” section it links to my Social Deviants page, which is what you want so that the opportunity of increasing Likes to your page goes up.

Again, you can Select Guests to Invite After event creation by clicking the button beneath the event photo.

You’ll notice that there is an area where people can comment on the event because I left the settings so that non-admin folks could do so. This spreads the wealth.

 

 

 

[SIDE NOTE: If you have an an ongoing Event — say a weekly free call series like mine or a photography group that meets every month or something. There’s some good news. If someone has already said they are attending,  whenever you edit any of the content it will send them a notification in the upper left of the Facebook header under the globe]:

 

 

 

 

 

 

 

Back to the newly created event. Creating it from your business page gives you the opportunity to tell your fans about it:

Click the Button in the upper right that says “Update fans of (your page here).

You’ll be taken here:

I like that Facebook gives you the opportunity to craft a custom message and subject line to your fans.

 

 

 

 

 

 

 

You also get the opportunity to Target the update, which you might want to consider if it’s a ladies-only event or a location-based event that would be difficult for your fans in Japan to visit:

 

 

 

 

After you have clicked “Send,” your fans should get a message notification from Facebook.

And that is the How.

In an upcoming post, I’ll share the rest of the Facebook Events story — When should you create an event, Where should you promote it and What qualifies as an Event. Stay Tuned.

Did you find this tutorial helpful? Share in the comments.

 

 

 

 

 

 

 

 

 

 

 

Tags: event marketing, facebook events, Facebook marketing, social marketing
Posted in Advice, Facebook, Facebook events, How to, marketing, social media, Social Networks, Start-up/Entrepreneur, technology | 1 Comment »