Communicate Your Way to Success

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This presentation was given at the Empowering Women in Business conference at Nichols College March 2014. The link to the video recording is given at the end of the presentation. Enjoy!

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Communicate Your Way to Success

  1. 1. Communicate Your Way to Success HOW TO USE WRITING (AND OTHER FORMS OF COMMUNICATION), INSTEAD OF DOLLARS, TO ACHIEVE YOUR MARKETING GOALS. B Y M I C H E L L E F O N T A I N E , F B S M A R T Y F A C E B O O K . C O M / F B S M A R T Y T W I T T E R . C O M / F B S M A R T Y G O O G L E ‘ F B S M A R T Y ’ F O R Y O U R C H O I C E O F C O N T A C T
  2. 2. My official ‘Bio’ MBA Assumption College 2002 (finished a dream) Corporate Marketing Communications until 2005 ◦ Managed large budgets, trade shows, advertising, websites, literature This business started in 2005 ◦ Started as web, graphic, photography – marketing ◦ Now specialize solely on Social Media for business ◦ Teach entrepreneurs and manage for clients ◦ FBSmarty and Social Media by Michelle
  3. 3. Things about me most people don’t know • I owned a craft store called ‘Cozy Corner Crafts’ in the mid 80’s – teacher of ‘things to make’ • Always an entrepreneurial heart but needed corporate income to raise three children • My daughter told me to ‘teach Facebook’ 5 years ago • Mom of three, grandmother of 4 • Second home is in Prescott Valley, Arizona
  4. 4. You have a great product or service……but not a huge marketing budget… You need To Be FOUND!
  5. 5. Be Findable Website Images Other Website Pinterest Twitter LinkedIn Other Website Facebook
  6. 6. Even Generically… Social Media by Michelle Google+ Page
  7. 7. How Search Works
  8. 8. Think like a Consumer We research WHEN we need to We are educated consumers By building your base of content ◦ I am searching, and getting ready to purchase, will I find YOU? ◦ Will your personality come through and resonate with me? ◦ Will you be answering my specific questions? ◦ Will your content guide me into your sales funnel?
  9. 9. Picture your audience (persona) when writing One of my personas is a baby-boomer entrepreneur. They want simple to absorb social media points they can put into place for their business. ◦ Walk me through it ◦ Keep it simple, I am very busy ◦ Show me visual how-tos
  10. 10. Understanding these connections…..
  11. 11. Google is SEARCH Google is the ‘momma’ search engine (98% of searches) 24/7 Google ‘bots’ crawl the Internet and bring back fresh content to the ‘momma’ ‘Momma’ sorts it all out (indexes it) When someone types in a search, she finds the best results and puts it in priority order She uses over 400 different criteria (called algorithms) to do this
  12. 12. Getting Credit where Credit is Due GOOGLE AUTHORSHIP
  13. 13. Personal Google+ Profile Tied to your Google Authorship Currently, Google+ profile more impactful than a Google Business Page
  14. 14. Fill it all in!
  15. 15. Google Authorship
  16. 16. Google+
  17. 17. Blogging – where, why, how and what?
  18. 18. Blog…. Where? Most recommend WordPress.org which is the self-hosted version of WordPress.com WordPress.org site can BE your website or be inside your website The SEO credit is yours Hundreds of plug-ins (similar to widgets) – lots of flexibility
  19. 19. Why? Your Blogging Website is the Center of your digital world! BLOG – Your Digital Asset Twitter – 140 characters fast streaming YOUTUBE or Facebook Video ENewsletter – The In Box FACEBOOK 3 posts a day
  20. 20. How to Find Blogs to Follow and Learn From http://www.google.com/blogsearch
  21. 21. What - 4 Items to blog about Offer product or service specifics Answer prospect’s questions Teach your customers how to use your products Let them see what other customers thing
  22. 22. Blog Tips and Tools
  23. 23. K.I.S.S. People do not read a ‘screen’ as they do ‘print’ Break up text Paragraphs no more than 6 lines Clear white space between paragraphs Short sentences Appropriate visuals Bullet points Most sites should write to high-school grade level *Flesch Kincaid Readability
  24. 24. Check your ‘readability’
  25. 25. Brainstorm and organize ideas with mind-mapping www.mindmeister.com has free level for up to three mindmaps. http://socialmediabymichelle.com/blog/2011/05/use- mindmaps-to-find-blog-ideas/
  26. 26. Blog Tip Create checklists or comparisons - valuable time savers I created a comparison of three major custom app; Lujure, ShortStack and FaceItPages Link to their sites in your blog They will notice!
  27. 27. Easy Graphic Design We need them but don’t always have a graphic designer in our back pockets! www.canva.com easiest non- graphic design interface out there! Free to very inexpensive ($1.00 per photo).
  28. 28. Include Reinforcing Data Links to references Add facts and figures and link to the source Linking to the source is ‘attribution’ – giving credit to that author
  29. 29. Keyword Research Tool • Google tool • You do need to enter a credit card to access this area (just in case you decide to run an ad) • There IS enough value to explore what people are actually putting into searches • You can use these terms in your blog posts
  30. 30. http://moz.com/blog/visual-guide-to- keyword-targeting-onpage-optimization
  31. 31. Write once, use many times!
  32. 32. Reuse Conference Presentations Video recordings – record it using Snag-it, ScreenFlow, Camtasia, GoToMeeting Upload video recording to a service like SpeechPad to convert audio to text Blog posts – transcribe into text, make many blog posts! Podcasts – strip the audio from the video recording Use it as a free gift to get people to sign up for your email list
  33. 33. Top Level Strategy Video – Free Gift Strategy
  34. 34. Podcasting • Podcasting set to explode in 2014 • Michael Stelzner, Cliff Ravencraft • Audio is so mobile and convenient • Easier to absorb than reading a book due to multitasking ability • Planning and discipline are required • Entertain, inform, educate • New form of blogging
  35. 35. Blog with YouTube Create a video – if it is a tutorial, check out my favorite screen capture program ◦ Snagit -http://www.techsmith.com/snagit.html ($49 one time) Upload to your YouTube channel ◦ Add description there Embed the video into your blog post and add text around it. Bonus, also pin that video to your Pinterest board! Creates traffic from your blog to YouTube, from YouTube to your blog, from Pinterest to your YouTube or Pinterest to your blog
  36. 36. Blogging vs YouTube 2 – 5 years put YouTube (video) and Blogging closely together – they actually work very well together
  37. 37. Shortcuts and Amplification!
  38. 38. Shortcuts ◦ Sharing the link to your blog post on Facebook, Twitter and Google+ (through one posting on a dashboard) ◦ Pin the image in that blog to Pinterest which creates another inbound link into your website/blog ◦ Set your Instagram app up to share to your Facebook business page as well as Instagram and Twitter – 15 second videos done and up in the snap of a finger! FREE WHITE PAPER AT FACEBOOK.COM/FBSMARTY ◦ Upload presentations to Slideshare and share them on LinkedIn (Slideshare is considered a sleeping giant)
  39. 39. Amplify with Social and your List Use ClickToTweet to create easy to share Tweets Tie your blog to post to Facebook OR schedule them through your social media dashboard (Hootsuite or other) ◦ Don’t do both ◦ Networkedblogs.com Email summary of your blog post (s) to your email list. Links in email lead into your website where the blog resides. (SEO)
  40. 40. ClicktoTweet Create your desired tweet Generate new link Use the embed code as your link behind your text.
  41. 41. Grow your Email List Rather than ask for blog subscribers, grow your email list! I use MailChimp – look for the subscribe or signup form tools in your enews platform.
  42. 42. Add signup forms to your website, Facebook page, bottom of blog posts…
  43. 43. Next Steps
  44. 44. Video Recording available If you’d like to see and hear the video recording from this session (which is much more interesting than plain old slides!), head over here - https://www.facebook.com/FBSmarty/app_100265896690345 Thanks! Michelle Fontaine, FBSmarty and Social Media by Michelle
  45. 45. CommunicateFullCircle Course Choice Segments In class or on-line, Recorded, Support group, Two teachers at every class #cfcsm, cfcsm.com
  46. 46. Thank you! In addition to teaching, Michelle Fontaine (FBSmarty) manages social media for clients Check out communicatefullcircle.com for further scheduled training OR schedule one on one time at fbsmarty.com

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