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How to Establish Authority, Gain Influence & More as Presented at GrowFL

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Greetings from the Sunshine State! I’m here for the Vitalize Florida CEO Summit, presented by GrowFL, whose mission is to “take successful companies to the next level.” What an honor it is to be able to speak to business owners who are in that crucial second stage of growth and expansion.

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How to Establish Authority, Gain Influence & More as Presented at GrowFL

  1. 1. 1© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 1 How To Establish Authority, Gain Influence, Grow Your Career, Business and Your Wealth GrowFL.com May 20, 2016
  2. 2. 2© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 2 Who Am I Bernadette Coleman, CEO of Advice Local I am a Marketing Expert who helps businesses rank higher in the search engines. My specialty is local search and helping businesses get found online. I am Originally From Pittsburgh (Go Steelers). I have been featured in Inc Magazine, Fortune, CIO Review , Money Magazine and Huffington post. You can tryout my local search technology for FREE at www.advicelocal.com
  3. 3. 3© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 3 Connect With Me
  4. 4. 4© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 4 What You Don’t Know About Me • I wrote my first blog in April 2013
  5. 5. 5© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 5 Why Am I Telling You This? – 6 Months
  6. 6. 6© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 6 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 Does This Mean I Am Amazing? NO! It means I figured out how to use High Quality Content to attract High Quality Traffic, which lead to High Quality Customers!
  7. 7. 7© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 7 HOW TO ESTABLISH YOURSELF AS A (CREDIBLE) AUTHORITY. (HINT: IT’S NOT (JUST) ABOUT THE TESTIMONIALS OR CREDENTIALS ANYMORE) 7
  8. 8. 8© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 8 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 Meet Bill
  9. 9. 9© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 9 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 Bill Wasn’t A Bad Person… …in fact he thought of himself as a fairly decent human being… • he was kind to animals, • set aside money for charity • was environmentally conscious heck he even gave his brand new Sears suit to Goodwill last winter.
  10. 10. 10© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 10 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 Bill just started a new job… He now sat at the shock generator and a man in a white coat instructed him to test the man in the other room on his ability to memorize a list of words… …to administer an “electric shock” when the learner made a mistake, increasing the intensity with each mistake.
  11. 11. 11© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 11 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 The guy kept making mistakes… …so Bill kept increasing the intensity of the shocks…. • his heart pounding, • his conscience screaming at him to stop the insanity… • It was harsh, • It was cruel, …but the lab coat guy told him to keep going and he did…he pressed the switch again and again and again….he kept doing it till the man in the other room fainted.
  12. 12. 12© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 12 OK, None of this is true It was a dramatic narrative of the Milgram experiment which tested the propensity of human beings to obey authority, even when it conflicts with their conscience. The experiment concluded that when people are ordered to do something by someone they view in authority; most will obey even when doing so is against their ethics, values and beliefs.
  13. 13. 13© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 13 Fast Forward a Gazillion Years… …and we see an epidemic of such authorities in the internet (and real) world. • People boasting 25 years of experience • holding 12 PhDs….in 20 different disciplines. They HAVE to know what they are talking about, right? 13
  14. 14. 14© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 14 With so many “experts” out there… …and the general distrust for authority, people are looking for markers of trust and credibility. So yes, the testimonials and the credentials still have their place but because the bullshit detectors are working in overdrive now, you need to establish believability and trustworthiness rather than just authority. 14
  15. 15. 15© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 15 HOW TO INTRODUCE YOURSELF SO THEY SEE YOU AS THE AUTHORITY YOU REALLY ARE! 15
  16. 16. 16© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 16 Do you know anyone who has the word expert or specialist or God help me…”guru” in their intros? The word GURU makes me want to bang my head against the wall…repeatedly and with enough force to either knock out those words or my prized dental crowns out of my head! Let’s just be honest here and say it like it is: “When you call yourself a guru or expert, you most definitely are not one. You can’t be a guru and say it..It just does not work this way” 16
  17. 17. 17© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 17 An intro is useless unless it is an Authority Intro. So what is an authority intro? • An intro that sells you before you make an offer • An intro that gets your prospect excited and a little awed at your talent & authority • An intro should that primes them for the next step and urges them to take that next step And if your intro does not do that, well my friend I have some bad news for you. 17
  18. 18. 18© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 18 It means… • You have to work twice as hard to earn the trust of people • You have to work twice as hard to get them to take the action you want them to take • You have nothing to sell YOU when you aren’t there to sell you. 18
  19. 19. 19© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 19 Let’s Talk About First Impressions 19
  20. 20. 20© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 20 Meat & Potatoes Baby! ________________________ 20 Psychological Hooks + Your Unique Magic A Killer Authority Intro
  21. 21. 21© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 21 Who Am I Bernadette Coleman, CEO of Advice Local I am a Marketing Expert who helps businesses rank higher in the search engines. My specialty is local search and helping businesses get found online. I am Originally From Pittsburgh (Go Steelers). I have been featured in Inc Magazine, Fortune, CIO Review , Money Magazine and Huffington post. You can tryout my local search technology for FREE at www.advicelocal.com
  22. 22. 22© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 22 TRIED & TRUE GENIUS METHODS TO AMP-UP YOUR CREDIBILITY 22
  23. 23. 23© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 23 Indirect Authority: • Show logos of businesses using your products or services. • List the states or countries in which you do business • List the industries you serve, • The Inc500 companies your serve… 23
  24. 24. 24© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 24 Legal Financial/Insurance OtherPlumbing, HVACManufacturing 24
  25. 25. 25© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 25 The Facebook Grab Method: Has someone ever said anything nice about you or your wisdom on Facebook or Twitter? Grab a screenshot of the post and use it on your sales page (with or without the name blanked out depending on the permission from the poster) 25
  26. 26. 26© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 26 Visual Credibility: Show pictures of people using your product or service. Sometimes people are too busy for testimonials but no one is too busy to snap a selfie next to your book, e-course or painting. And it makes you stand out among all the other text- heavy testimonials. 26
  27. 27. 27© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 27 Case studies: • Case studies of actual people described in detail with or without the identity disclosed can be much more effective than random claims. • Show how someone: – solved a problem with your solution – derived a big benefit using your program Before/afters are particularly effective when using this method. 27
  28. 28. 28© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 28 Plumber Case Study
  29. 29. 29© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 29 Credibility By Volume: This showcases expertise and establishes authority by the sheer volume of sales (1,000+ people can’t possibly be wrong!) 29
  30. 30. 30© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 30 Sample of Clients Served 3,895 Plumbers 11,669 Dentists 7,372 Attorney 6,961 Restaurants 6,695 Auto Insurance 8,379 Auto Repair 4,278 Real Estate Agents 11,320 Insurance Companies 3,961 Pizza
  31. 31. 31© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 31 Speed of Sales Method: This method combines popularity with urgency. If you sold 200 programs in 3 days, say it and give proof if possible. It’s the whole idea of “selling out fast” that makes people see you as popular and massively desirable (not THAT way gutterbrain!) 31
  32. 32. 32© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 32 Authority By Association: • In social psychology there is a concept called the “halo” affect which means that when people see popular people use, do or say something, they perceive it as good. Maybe spend some of the marketing budget on getting celebrity endorsements (you don’t need to get Beyonce to tout your gold-plated elephant…any known person in your industry would work great) 32
  33. 33. 33© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 33 Media Mentions: Got some more marketing budget? Send out a few press releases or have a PR person pitch your story to a few magazines. Broke like a china vase caught in A toddler tantrum? Do guest posts and use that to get featured into big publications. 33
  34. 34. 34© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 34 Now For My Favorite Part! 34
  35. 35. 35© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 35 Post good content and the followers will come. It's an edict of nature.
  36. 36. 36© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 36 Learn Human Engagement • Capture their imaginations • Speak directly to their hearts • Talk about things that they love and are interested in • Share ideas • Listen to their concerns and; • Consider their feedback.
  37. 37. 37© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 37 We had To Define The Message Craft a message that will contribute to a larger story. Begin with the end in mind.
  38. 38. 38© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 38 Define The Response What’s the action that I want people to take once the story has inspired them? What are they going to do once the message sticks?
  39. 39. 39© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 39 Give The Best That You Can Give… Take a few minutes every day to post stimulating, engaging content that: • provokes • questions, • humors, • and causes engagement.
  40. 40. 40© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 40 If You Have Nothing Grand To Share Then share someone else's!
  41. 41. 41© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 41 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 41 Learn how to Speak Out • Make a bold comment on a social issue that is in the back of everyone's mind. • Take a stand. • Give inspiration • Demand feedback and award original suggestions. • Do not forget to make a clear call-to-action for your followers as they would be too dazzled by your brilliance to know or do otherwise.
  42. 42. 42© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 42 Why Is Great Content Important? Quality content is much more sharable. Social Media is now the number one reason why people use the internet, So creating content people enjoy enough to share with their friends presents an enormous potential. Remember, Quality content is much more sharable. Social Media is now the number one reason why people use the internet, Creating content people enjoy enough to share with their friends presents an enormous potential.
  43. 43. 43© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 43 Why Is Great Content Important?Your readers will come back if your content interesting or entertaining. The search engines reward content which provides value to people.
  44. 44. 44© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 44 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 44 How , Do I Find The Time To Do It? I am going to tell you my number 1 secret! First of all, follow these steps to write a high quality article that solves a problem for your target audience.
  45. 45. 45© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 45 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 45 Attention Grabbing Headlines Write an Engaging Heading That Readers Will Quickly Understand: How would you describe your article or digital asset in seven to 10 words? Be clear and succinct, and cover at least one of the captivating ideas or features of your digital asset. • Customer Service Tips From The Pros • SEO Tips From Todays SEO Gurus • Wedding Planning Tips From Successful Brides
  46. 46. 46© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 46 Curated Link Lists • Top News Posts Today • Complete resource list • Funniest • Most Useful • Top 10 TIP: You can create value for people who are interested in a core subject or theme & they will share them…
  47. 47. 47© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 47 Tips Are Good Share Bait Offer tips and helpful advice using various asset types, such as text, apps, video, images, and so on… TIP: Use tips if your goal is to show thought leadership or demonstrate commanding knowledge in a particular area of expertise
  48. 48. 48© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 48 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 48 Now What… The Secret is Leverage 21 Ways To Be BRILLIANT! 21 ways to be Brilliant!
  49. 49. 49© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 49 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 49 Step 1: Publish The Article On Your Blog… Your blog is your business journal, The HUB for everything you do.
  50. 50. 50© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 50 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 50 Step 2: Publish It In Your Newsletter Send and email or a newsletter gets your content directly to your subscribers email inbox. If you are not sending newsletters, set one up for free at mailchimp.com
  51. 51. 51© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 51 Step 3: Submit Industry Blogs &How To Articles Submit you article to industry blogs or create your how-to and step-by-step articles in text, images, video, or other asset types. This allows other people to read, copy share (as long as they promote you) and use it in their material. • related searches represent a major segment of search- query volume.
  52. 52. 52© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 52 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 52 Step 4: Post The Article On Google + Google allows you to post entire articles on Google +. Not to mention, Google uses them in their search results! As a matter of fact.. Post to all of your social media sites…Reddit, Stumble it, Digg it…
  53. 53. 53© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 53 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 53 Step 5: Offer to post the article on somebody else’s blog Look for blogs that reach the same target market as yours, but written by non-competing authors.
  54. 54. 54© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 54 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 54 Step 6: Print it on your letterhead Mail it old school to 20 key people in your network. People do still appreciate getting material by mail.
  55. 55. 55© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 55 How to Create Engaging ContentDiversify your content Cover a wider range of mediums. Images, infographics, streaming videos and auditory content can all help to make your content more interesting.
  56. 56. 56© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 56 TIP: Offering up an application, screen savers, plug-ins, ebooks, and other productivity enhancements is another great way to solve a problem for your audience and create a shareable event. Create Downloadable Assets are GREAT! • Screen savers • Plug-ins • Ebooks • Create a circle • Excel spread sheet (with a formula)
  57. 57. 57© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 57 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 57 Step 7: Create an audio version This is for people who prefer to listen ... Read it out loud, record it and post the MP3 file on your Web site as a free download.
  58. 58. 58© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 58 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 58 Step 8: Podcasting is Crucial Post the MP3 file to your podcast (audio newsletter)A podcast is an audio newsletter – delivered automatically to listeners. If you don’t have a podcast, you can use Hipcast.com to create it
  59. 59. 59© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 59 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 59 Step 10: Presentation is the Key… Turn it into a Power Point presentation and publish it to Slideshare.com. Put it on your site as a resource for download. Think of Slideshare as “YouTube for PowerPoint”
  60. 60. 60© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 60 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 60 Step 11: Spread the Wealth Publish the same PowerPoint presentation to AuthorStream.com AuthorStream is not as big as Slideshare, but it still has a large number of users.
  61. 61. 61© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 61 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 61 Let’s Get Even More Creative Remember…Web content is no longer primarily about written content. Although textual content is still extremely important, visual content including images, infographics, and videos are also becoming increasingly popular.
  62. 62. 62© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 62 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 62 Step 12: Graphics & Social Media Save the PowerPoint slides as individual graphics, and use them to create a series of images and printed postcards. Share them one at a time on your social media.
  63. 63. 63© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 63 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 63 Step 13: Infographics Still Rule Use Visual.ly to create an infographic from the article’s content. Don’t forget to do your linking. Submit your Infographic to infographic sites.
  64. 64. 64© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 64 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 64 Step 14: YouTube Rocks Record a YouTube video, talking through the article point by point. Upload and optimize the video. Put a link from the video to your other assets including the article on your site blog.
  65. 65. 65© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 65 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 65 Step 15: Animation Save your PowerPoint slides as individual graphics, and use Animoto.com to create an animated slide show Animoto turns a collection of pictures into an attractive slide show with music and animation.
  66. 66. 66© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 66 Expand the article to create even more substantial content ... Distinguished it as being more exhaustive and comprehensively researched. • Best Of • Top Ranked • Complete List Of… Remember to use detailed information, images, and commentary for each item Now It’s Time To Expand Your Work
  67. 67. 67© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 67 Step 16: Extra, Extra, Read All About It! • Expand each of the points in the article and turn it into a special report, which you publish as a free PDF download on your Web site The report should be about 4-5 pages long • Creating a real-world business case attract a like- minded business or consumer audience • Good case studies can take on a life of their own and often get shared around the Web.
  68. 68. 68© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 68 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 68 Step 17: Special Reports Continued… Upload the PDF report to Issuu.com Think of Issuu as “YouTube for special reports”
  69. 69. 69© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 69 Step 18: Research and Statistical Data Turn the article in to a one-page diagnostic tool, and publish this as a PDF report. For each point in the article, replace the explanation with a simple 0-5 rating scale. Provide unique insights into a business or consumer problem. This is one content idea that could catapult your website and social presence into the mainstream social conversation.
  70. 70. 70© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 70 Step 19: Quizzes, Polls and Surveys Turn your Article into a poll or Quiz. Take each point and add 3 multiole choice answers along with an other. Use Google Form maker to create and share. • Quizzes for your audience is a fun way to earn their attention • Polls and surveys are a great way to gauge what your audience is thinking and get a pulse on your market- research efforts.
  71. 71. 71© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 71 Step 20: Live Video & Hangouts Use Ustream, Google Hangouts, or other live video services to create an event and broadcast your content. Create a live Discussion or Question & Answer session with your your audience.
  72. 72. 72© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 72 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 72 But WAIT, There’s more…
  73. 73. 73© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 73 Remember to consider how your audience consumes content. Use each suggestion accordingly. This Is My List Of Engaging Content Ideas
  74. 74. 74© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 74 • Insightful Q&As with interesting people • Fun, engaging, informative • Many asset types, including video, audio, text, and images. • Build relationships Help broaden my reach and my network. The Interview
  75. 75. 75© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 75 Stories and Antidotes Special and unique content comes when sharing real life stories and experience.
  76. 76. 76© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 76 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 76 Contests and Giveaways • If you give away something that interests your key audience, you will receive attention in return. • Use your entries as a way to offer additional content-opt-in opportunities • Keep in mind that your giveaway should be relevant to your end goals, or else you will attract an irrelevant audience.
  77. 77. 77© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 77 FAQ’s • be considered mandatory for any business, product, or service on the Internet. • provides the answers that your core audience most commonly seeks TIP: Not only for social outreach but also for search, because many people will enter their common questions about your business into a search box.
  78. 78. 78© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 78 Reviews Consider providing regular reviews or commentary on products, services, or even business strategies Use text, video, audio, or a variety of combinations of asset types.
  79. 79. 79© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 79 Recommendations Great way to illustrate your knowledge of a particular topic by relaying helpful choices to your audience. • TIP: Recommendations put a more positive spin on the review process, without being negative or creating any ill will with your audience.
  80. 80. 80© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 80 Scoops or Exclusive Announcements Being first with a great story can be a tremendous advantage as content breaks out in real-time. TIP: Consider contacting major players in your business space and ask whether they have any new products or services that you could cover for your blog
  81. 81. 81© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 81 Q & A’s From People Within Your Network Answering questions and offering expert advice should be a fundamental part of your content strategy. TIP: Post on third-party networks, or create a blog post with three to five common questions you’ve received and answer them for your audience. Also remember to add your answers to your site FAQ.
  82. 82. 82© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 82 Images and Image Channels • Showcase entire galleries or photo channels on Flickr or SmugMug or create your own galleries on your blog or website. • Shoot an industry or consumer event and tell your subjects where to find you online. TIP: Audiences are almost always captivated by content about themselves.
  83. 83. 83© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 83 Bios and Get To Know You’s Routinely spotlight different people on your team or within your company. Add a picture and publish a Q&A.
  84. 84. 84© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 84 Live Blogging & Live Tweeting • blogging live from the event • Give a factual recap of what is being said in real- time, or offer your own side commentary. TIP: Create a #Hashtag. It is very common for people to monitor social streams by hashtag or keyword during these types of events.
  85. 85. 85© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 85 Posts About Other Posts • Blog about your blog • Blog about a press release • Blog about a citation TIP: This way, you can tell the regular audience in one channel about his column and also offer different bits of information to supplement the topic.
  86. 86. 86© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 86 Commentary and Editorials • Establishing yourself as a conversation leader, communicate your opinions on the main issues and topics. – Blog posts – Social conversation – Status updates – White papers – Videos… Be prepared to follow up with comments…
  87. 87. 87© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 87 TIP: A good piece of insight is one of the best ways to establis yourself and your business as a though leader in both the content space and business space. Thought Leadership
  88. 88. 88© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 88 Glossaries • Informative content • Rank well in search • Glossary terms on a single page • Create unique pages for expanded definitions • SHARE IT!
  89. 89. 89© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 89 Write Down Ideas TIP: Create a spreadsheet that you can update with interesting bits of information as you go through the day. Refer to this spreadsheet when you need a content idea for your next blog. • As you are going through your daily tasks, • reading your industry blogs, • conversing with others in your industry,
  90. 90. 90© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 90 Remember: • In Conclusion • The above are some of the techniques smart businesses are using to establish their authority and credibility and are equally applicable to online and offline interactions. Needless to say, all the other must-haves of honest interactions still apply; standing by your word, not over- promising and just taking a non-asshole approach to all interactions.
  91. 91. 91© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved 91 Q&A 91

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