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The Edge on Social Media Marketing

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Everything you Need to Know About Online Marketing, But Were Too Confused to Ask

Everything you Need to Know About Online Marketing, But Were Too Confused to Ask

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  • 1. The Edge on Social Media Marketing Everything you Need to Know About Online Marketing, But Were Too Confused to Ask
  • 2. What is Social Media?
    • Social media is a set of internet-based tools that facilitate interaction among users and the sharing of content, images, audio and videos.
    • It is sometimes referred to
    • as Web 2.0 or PR 2.0.
    • Basically, it’s a place where people go to get information about people/things they care about.
  • 3. Social Media Is Not
    • A miracle
    • A way to get rich quick
    • A substitute for strategy
    • The tools might be free and/or cheap,
    • but they require know-how, time
    • and money to do well.
  • 4. Marketing = Time + Energy + Knowledge + Money
  • 5. Marketing = Time + Energy + Knowledge + Money
    • As a coach, where are you putting your limited marketing resources?
    • Make sure every ounce of time, energy, knowledge and money counts!
  • 6. Marketing = Time + Energy + Knowledge + Money
    • The fundamentals of marketing a coaching or consulting business:
      • Meet a lot of people
      • Keep in touch with past clients, prospective clients, and anyone who has ever or may ever refer business to you (coffee, calls, e-mails, etc.)
      • Have the “basics” of a professionally-managed business: coordinating website, cards, stationery
      • Do excellent work
  • 7. Marketing = Time + Energy + Knowledge + Money Have more left in your budget? Great! Then get into social media marketing!
  • 8. Benefits of Social Media Marketing
    • Increase Web site traffic, page views and ad exposure
    • Increase brand awareness
    • Create positive relationship with your brand and manage your reputation
    • May help you reach more customers
  • 9.  
  • 10. The Categories Part 1: Blogs
    • Traditional Blogs
    • In-site
    • Blogger.com, Wordpress.com & other low/no-cost options
    • Audio/Video/Photo/Slide Blogs
    • YouTube, PodBean, Flickr, Slideshare
    • Micro-Blog
    • Twitter
  • 11. The Categories Part 2: Social Networks
    • Facebook
    • MySpace
    • LinkedIn
    • Friendster
    • About 10,000 more …
  • 12. How Do You Choose Which Social Media to Use?
    • First:
    • Have a website
    • Make sure your website has a call to action
    • Make sure the call to action works (1% conversion rate)
    • Your website must “sell” something, otherwise you are wasting your time online.
  • 13. Part 1: Research
    • Who is your customer?
    • Where does your customer go online?
    • How can you reach your customer online?
    • Remember: the customer you serve offline might be very different from the customer you attract online . Know the difference!
  • 14. Who is Your Customer?
    • The better the definition, the stronger your marketing:
    • Single professional women (30-40) working in U.S. urban settings who are miserable at work.
    • Men (24-28) in the U.S. banking industry who want to get ahead quickly and are willing to work 80-hour weeks to get there.
    • Corporate HR manager looking for ways to boost employee morale at mid-sized manufacturing company
    The bottom line
  • 15. Where Does Your Customer Go Online?
    • Tip 1: Talk (offline) to people in your target audience
    • Tip 2: Find your target audience on blogs and social networks
    • Tip 3: Hover and watch what’s going on. Be a researcher before you are a participant.
  • 16. Declare Your Niche
    • The worst place to be
    • “everything to everyone” is online.
    • The more finely targeted you are,
    • the better your results will be.
  • 17. Maintain Brand Consistency
    • Develop and portray a consistent and professional brand across all marketing platforms.
    • Logo
    • Brochure
    • Business Cards
    • Website
    • E-mail Newsletters
    • Blog
    • Twitter
    • Facebook
    • Etc. etc.
  • 18.  
  • 19. Social Networking Stats ? ? ? IMPORTANT!!! Social Networks are about people & participation – not marketing!
  • 20. Twitter
  • 21.  
  • 22. What’s Up With Twitter?
  • 23. What’s Up With Twitter?
  • 24. What’s Up With Twitter?
    • Easy to sign up
    • Low requirements for participation
    • Easy to gain “followers”
    • Questionable Return on Investment, but not sure why not to do it.
      • Sign up (it’s free)
      • Find some people to follow
      • Those people will (usually) follow you
      • Make sure you follow everyone who follows you
      • Doing this, you will organically grow your followers even without ever entering a single “Tweet”
    The bottom line
  • 25. Blog
  • 26. Why? Sell Books/Consulting Why? Sell Advertising Why? Sell Advertising Why? Hobby/Interest Why? Marketing/Promotion
  • 27. 4 Reasons for a Coach to Have a Blog
    • To improve search engine rankings for your website (i.e. drive traffic to your website)
    • To demonstrate that you are "with it" to your customers and known prospects
    • To generate a following of people from all over the country/world
    • To generate income via pay-per-click ads posted on your blog
  • 28. The Single Best Way for a Coach to Get Traction With a Blog:
    • It’s FREE ,
    • requires ZERO commitment
    • and super- EASY …
    • Comment on other popular blogs that reach your audience!
    The bottom line
  • 29. Facebook, MySpace, LinkedIn, etc.
  • 30. Facebook, MySpace, LinkedIn, etc.
  • 31. Facebook, MySpace, LinkedIn, etc. Your customers might be there, but they probably don’t want to hear your marketing message. The bottom line I set up an appt with him using Facebook! unless …
  • 32. So, the big question …
    • Should you market your coaching practice using online marketing tools?
    • Ask yourself:
    • Are you covering the “fundamentals?”
    • Does your website have a call to action?
    • Are your clients online?
    • Can you reach your clients online?
    • Do you have the “budget” (time, energy, knowledge & money) to commit to this?
    • The fundamentals of marketing a coaching or consulting business:
      • Meet a lot of people
      • Keep in touch with past clients, prospective clients, and anyone who has ever or may ever refer business to you (coffee, calls, e-mails, etc.)
      • Have the “basics” of a professionally-managed business: coordinating website, cards, stationery
      • Do excellent work
  • 33. Good Luck!
    • Virginia Ginsburg
    • accordion marketing
    • 310.453.7008
    • [email_address]
    • Find me: Twitter, Facebook, LinkedIn
    • My blog: www.real-lifemarketing.blogspot.com

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