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Women's Small Biz Revolution Summit: How to use Facebook & Instagram to Grow Your Business

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In this class learn how Facebook and Instagram work, best practices, success stories from other businesses who are winning it, and tools to save you time. Connecting the dots from social media to sales!

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Women's Small Biz Revolution Summit: How to use Facebook & Instagram to Grow Your Business

  1. 1. Taught By Molly O’Kane bloggerithm.com
  2. 2. You Have a Great Product or Service
  3. 3. BUT it doesn’t seem like any one can find it
  4. 4. LET ALONE SHARE IT OR CLICK THRU!
  5. 5. Does the Internet think I’m a LOSER?
  6. 6. YOU’RE JUST MISSING SOME PIECES
  7. 7. Today we are going to take your from
  8. 8. To feeling great!
  9. 9. Why are you excited about this class?
  10. 10. This workshop will be perfect for you…. • If you currently have a small business • If you’re new to social media • If you’re looking to grow your business
  11. 11. My Promise to You 1. All about Facebook & Instagram 2. Loads of ideas to try out 3. There are tools to make your life easier! In about 1 1/2 hours you’re going to learn:
  12. 12. Meet Molly Social Media & Marketing Consultant for San Francisco Small Business Development Center With over a decade of starting new programs from scratch, speaking, and most importantly, real-life, in-the- trenches business experience. I started helping small business owners over three years ago deal with the sometimes overwhelming marketing, advertising & social media aspects of starting a new business.
  13. 13. Close your eyes and think of your best customer
  14. 14. http://www.pewinternet.org 81% 64% 40% 34% 91% 29% 68% 27% 78% 40% 27% 34% 85% 33% 26% 32% 65% 21% 19% 26% 68% 24% 10% 17% 41% 10% 8% 16% 40% 9% 3% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Instagram Twitter Pinterest YouTube Linkedin Snapchat WhatsApp % Users by Age in 2018 18-29 30-49 50-64 65+
  15. 15. http://www.pewinternet.org 62 30 23 16 75 25 23 20 74 39 24 41 72 25 31 24 Facebook Instagram Twitter Pinterest YouTube Linkedin Snap Chat Whats App Adult Users: Male/ Female percentages 2018 Male Female
  16. 16. Pew Research 2018 68 35 29 25 24 73 27 22 0 10 20 30 40 50 60 70 80 90 100 Facebook Instagram Pinterest Linkedin Twitter YouTube Snapchat Whats App 73% of Adults are on YouTube % of Adult Internet Users
  17. 17. WHERE? Who? Who are you trying to reach? The more specific the easy it will be What? What are they searching for? What words do they use on google & What signals buying intent? Where? Where are they hanging out? Where are they doing research prior to purchase? WHO? WHAT? SALES HAPPEN & MONEY IS MADE WHEN.. Best Ideas all in One Place www.Bloggerithm.com/blog
  18. 18. Facebook is a social networking site that makes it easy for you to connect and share with your family and friends online.
  19. 19. http://newsroom.fb.com/company-info 2.23 June 2018
  20. 20. www.statista.com/statistics/187041/us-user-age-distribution-on-facebook www.businessinsider.com/how-much-time-people-spend-on-facebook-per-day-2015-7 Users Spend 20+ minutes per day on Facebook
  21. 21. http://www.socialmediaexaminer.com/facebook-marketing-why-it-is-time-to-rethink- 300 Visible Posts 5000 Pages 5000 Friends 6000 Groups Facebook User 15,000 Posts Algorithm 1,500 Posts
  22. 22. How People Use Facebook • To pass the time, • Connect with friends & family members or • To be entertained by the content they encounter. • People aren’t searching for anything in particular.
  23. 23. Anatomy of a Facebook Page Profile Image Cover Art CTA Buttons About
  24. 24. Facebook #1 - Upload a Great Profile Picture Your profile picture is the one thing everyone will associate with your brand – it’s the image next to everything you post. Fact: People are more likely to want to engage with a person than a brand logo.
  25. 25. Facebook #2 - Have a Great Cover Photo @SpeakeasyBeer • The cover photo is your first & best chance to make a good impression on would-be fans & prospective customers. • It’s your personal billboard. • Make sure you use an image and text that speaks about your brand — but doesn’t overdo it.
  26. 26. Facebook #4 - Complete Your About Section Your About section speaks volumes about your business – and it’s the first thing most visitors will read. Write something descriptive about your brand that conveys what you do. Make sure to: • Provide good information • Tell people what your company does • Share why you’re different • Add other interesting details Tip: Keep it friendly and informal. A casual tone usually works best on Facebook.
  27. 27. Post 1–2 times per day
  28. 28. Facebook - What to Post
  29. 29. New Tool in (Beta) https://mollyokane.com/which-photo-site-is-the-best-for-your-project
  30. 30. Use Images – Visual content drives engagement, period. According to KISS metrics: • Facebook photos get 53% more likes • 104% more comments • 84% more click-through on links than posts containing only text http://go.classy.org/guide-social-media-for-nonprofits-blog Facebook - What to Post
  31. 31. Use Video – Visual content drives engagement, period. Videos work when: • Authentic • Entertaining • Evoke Emotion • Personal/Relatable • Useful • Viewer Control • Work with Sound Off Facebook #5 - What to Post
  32. 32. What is Live A fun, powerful way to connect with your followers and create new ones along the way Why Use Live • Facebook is prioritizing and promoting live video right now • Helps you to test new ideas and get immediate feedback • It can lead to higher engagement Facebook #6 - Live https://live.fb.com
  33. 33. Facebook Live Ideas: • Ask me Anything (AMA) • Behind the Scenes • Teaching Presentations • Announcements • Event Recaps • Thoughts for the Day • Promoting Content/Newsletter • Guest Presenters/Interviews • Demonstrations • Reviews • Live Events Facebook - Facebook Live @problogger
  34. 34. Offer time sensitive discounts • Offering time based discounts can be an extremely effective way to get people to take action and move the needle when you need to. Facebook #7- What to Post All the Business Growth Ideas You Will Need www.bloggerithm.com
  35. 35. Questions • Posts that ask questions garner 23% more engagement on average. • Try getting inquisitive to start a dialogue with your audience. Build Relationships & Community Facebook #8- What to Post All the Business Growth Ideas You Will Need www.bloggerithm.com
  36. 36. Fill-in-the-blanks There are many types of Fill-in-the- Blanks you can post on your Facebook page -- but these 4 are the biggies: • Business/Product related • Industry related • Random topic • Holiday & festive Facebook - What to Post All the Business Growth Ideas You Will Need www.bloggerithm.com
  37. 37. Run Contests: Facebook contests are a great way to get to know your audience, and increase loyalty and reach. Contest Ideas: • Like to Win. ... • Comment to Win. ... • Like and Comment to Win. ... • Caption Contest. ... • Fill-in-the-Blank Contest. ... • Photo Contest. ... • Q&A Contest. ... • Crowdsource Contest. Facebook - What to Post
  38. 38. Facebook #9 - Leverage Ads 3 steps in our local business Facebook advertising strategy are: 1. Make people aware of your business by providing free value. (The Awareness Stage) 2. Establish your local business as the expert. (The Consideration Stage) 3. Make the pitch for your business. (The Conversion Stage) All the Business Growth Ideas You Will Need www.bloggerithm.com
  39. 39. Facebook #10 - Be Human How to do this: • Reply to comments using the person's first name • Show Empathy • Treat people with Respect • Kill people with Kindness • Make posts personal All the Business Growth Ideas You Will Need www.bloggerithm.com
  40. 40. Facebook - Use Messenger Why do this: Great way to communicate to customers Somethings you can do: • Answer questions • Send thank you • Send offers • Private or Group Chat • Food Orders
  41. 41. Facebook Recommendations • Don’t Ignore Reminded people to recommend
  42. 42. Facebook Groups Why Use them? • As soon as you have a group of engaged people caring about you, you can bring them to whichever platform you want, even long after this opportunity passes. • Right now, growing Facebook groups is ridiculously easy but it's not going to stay this way. • Cons: Time-consuming to start & monitor • Opportunity: For higher reach. are the place for small group communication and for people to share their common interests and express their opinion.
  43. 43. • Buzzsumo – Analyze what content performs best for any topic or competitor Including questions
  44. 44. Facebook Publishing Tools
  45. 45. • Tip: Export Quarterly • Explore all sections, will look different depending on type of page Monitor Insights
  46. 46. Hashtag Free Ideas & How to for Business Growth www.bloggerithm.com What is a Hashtag? A tool that allows others to find your content, based on topics.
  47. 47. Use Hashtags Intelligently on Facebook ● Here are some things to NOT do when using hashtags: ● Don't use hashtags in every post ● Don't hijack a common hashtag just to try and show up in results ● Don't hashtag senseless words -- like #huzzah or #awesome ● Don't stuff your post with hashtags -- 1 is enough!
  48. 48. Ideas to Grow Your Facebook Followers 1. Have Great Content 1. Run Facebook Ads 1. Guest Curate for Other Pages: Choose 5 to 10 successful Facebook pages run by companies offering services complementary to yours, since they share your target audience. Your expertise will offer real value to their fans. Then offer to curate content for them once a week in return for credit on their page.
  49. 49. More Ideas to Grow Your Facebook Followers • Seek Out Promotional Swaps: Search for and list about 30 to 40 Facebook pages for products, services or communities that are complementary to yours. Send each page a message, explaining a bit about yourself and your Facebook status (such as page likes and engagement). Offer to mention their Facebook page to your fans on a Facebook update if they mention yours in return. • Conduct Q&A Sessions with an expert: Invite different experts in your field to answer questions on your Facebook page and rally users to show up and ask questions in real time. Fans can ask questions and interviewees can respond inline, making the Q&A easy to follow. Great to do Facebook Live.
  50. 50. • Facebook Ad Manager- Analytics • Facebook Insights • Facebook Scheduler • Hootsuite — Allows you to post and schedule updates to your Facebook pages, personal profile, and groups. • Buffer — Allows you to post and schedule updates to your Facebook pages and personal profile. • Post Planner — Helps you come up with engaging updates for your Facebook pages and personal profile. • Facebook Ad examples https://adespresso.com/academy/ads- examples/ • Facebook Pages Ads & info Tools for Facebook
  51. 51. • Facebook Pages for Business: A Guide for Newbies https://www.shopify.com/blog/4498722-facebook-pages-for- business-a-guide-for-newbies • The Complete Guide to Facebook Marketing http://grow.kissmetrics.com/complete-facebook-guide Learn More Facebook
  52. 52. Instagram is a fun and quirky way to share your life with friends through a series of pictures. Snap a photo with your mobile phone, then choose a filter to transform the image into a memory to keep around forever.
  53. 53. Instagram stats 2018 71 55 40 16 0 10 20 30 40 50 60 70 80 18-24 25-29 30-49 50+ Usage Percentage by age Percentage 49.7 50.3 Male/Female Male Female https://www.statista.com/statistics/802776/distribution-of-users-on-instagram-worldwide-gender/ http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/pi_2018-03-01_social-media_0-02/
  54. 54. Instagram stats 2018
  55. 55. • The average Instagram user spends 25-32 minutes per day on the network, • Top brands get 58 times higher engagement than Facebook and 120 times higher than Twitter, says Forrester. • The visual format offers a natural fit for promoting branded campaigns, lifestyle and retail content, and increasing employee and customer loyalty. • Best for B2C companies 1. Econsultancy, “20+ Instagram Stats Marketers Need to Know.” 2015. https://econsultancy.com/blog/65939-20- instagram-stats-marketers-need-toknow/ 2. Econsultancy, “20+ Instagram Stats Marketers Need to Know.” 2015. https://econsultancy.com/ blog/65939-20- instagram-stats-marketers-need-toknow/ 3. Forrester, “Instagram Is The King Of Social Engagement.” 2014. http://blogs.forrester.com/ nate_elliott/14-04- 29-instagram_is_the_king_of_ social_engagement Instagram - Why Use
  56. 56. https://business.instagram.com/gettingstart Instagram - Create Account
  57. 57. Post 2+ Per Day
  58. 58. • Post Consistently • High Quality Photos (1080 pixel width for best quality) • Think Square • Have a recognizable face • Take time to write great descriptions- People like worldy descriptions such as “A beautiful day no matter rain or shine because yoga replenishes your soul.” Instagram - Posting Tips
  59. 59. #Hashtags • To join in what’s trending – Trending hashtags are those which are viral at a given moment. • To connect with a niche – Finding related hashtags takes some digging. • All of the 30 that you’re allowed to • Best to post majority in first comment Instagram - What to Post
  60. 60. For example: • (Brand Keyword Hashtags) #mybrandname #mensfashion #mensaccessories #mensgoods #fashion #mensstyle #instafashion #menswear • (Product Category Keyword Hashtags) #bugatchisocks #happysocks #corgisocks #socks #sockswag #socksoftheday #sockgame #sockswagg #socksofinstagram #happysockday #sockwars #funsocks #happysockday • (Location Specific Keyword Hashtags) #Toronto #TorontoFashion #TorontoFashionBloggers More on: Hashtag (activity) Hash Tags: 15-20 popular hashtags for each category of products. 5- 10 popular tags that describe my brand and product offering overall. 3 location tags **Use both popular hashtags (with millions of searches) and less popular ones (with ~50,000) to give you a better chance of popping up in Instagram searches.***
  61. 61. Tools: Hashtag Research
  62. 62. Show Your Product Catalogue in Motion • This gives your followers an opportunity to see your products in a context they can relate to in their day to day lives. Instagram - What to Post
  63. 63. Show Your Product in Fun Ways Instagram - What to Post
  64. 64. Products, Paint A Mood • Keep it casual and give consumers an emotional context to identify with. • Focus on answering questions such as “What will I feel if I own this thing? What will it say about me?” https://www.instagram.com/benandjerrys/ Instagram - What to Post
  65. 65. Get Your Instagram Followers Tagging Their Friends Instagram - What to Post
  66. 66. Run Giveaways and Contests Like or Follow to win email gated User Generated Content How: Offer a prize people are interested in winning and ask them to like your profile, like the post, and @ mention one friend per entry. Partner on contests Instagram - What to Post
  67. 67. Behind the Scenes Nothing says engagement like giving your followers the ability to see what happens behind the scenes and giving them a chance to like and comment. Show how your product is made Instagram - What to Post
  68. 68. Regram user generated content User generated content is content (photos and captions) that the users of your product create themselves. If you setup a branded hashtag (check nobody else is using it first and then just start using it) https://www.instagram.com/p/BGK6Lc0 Instagram - What to Post
  69. 69. Regram How To: • Ask for permission • Avoid edits if possible • Alway, always, always give proper credit The best way to provide appropriate attribution is to simply state it outright, i.e. “Photo Credit: @username,” “Credit: @username,” or “Captured by @username.” https://www.instagram.com/p/BC_UEddL Instagram - What to Post
  70. 70. Delight with Flash Sales Pump up your followers’ feeds with bonuses, special offers, and insider announcements. 41% of Instagrammers state that they follow, or would follow, a brand to take advantage of perks and giveaways, give followers that incentive Instagram - What to Post
  71. 71. Share Event Promote events and shows on Instagram. posts with a geotag get 79% percent more engagement! Instagram - What to Post
  72. 72. Inspire People • share new perspectives that a customer wouldn’t see in their everyday life. Instagram - What to Post
  73. 73. Instagram Stories • a new feature that lets you share all the moments of your day, not just the ones you want to keep on your profile. • As you share multiple photos and videos, they appear together in a slideshow format: your story. • The photos and videos will disappear after 24 hours and won’t appear on your profile grid or in feed. • Unlike regular posts, there are no likes or public comments. • Ideas: Deliver Special Offers, Show Off Your Creative Process, Share a Raw, Informal Glimpse Into Your Business Instagram - What to Post
  74. 74. Instagram Story Ideas
  75. 75. Instagram Stories • Give Answers And Keep It Short • Four crucial questions you have to answer when writing your Instagram Story headline include: • Is this useful – do people see the value in it • Is this unique – does it promise a unique benefit? (Is it differentiated?) • Is this urgent – does it lead the audience to act now? • Is this ultra-specific? Instagram Stories-Dailyharvest https://www.instagram.com/p/BgEOq1mgwJu/?hl=en&taken-by=cpkfrozen
  76. 76. Instagram Stories • Make Everyday Moments More Exciting • Adding Boomerang to something as understated as cheese grating adds a touch of humor, as well, which users will remember. Instagram Stories-CPK Frozen Pizza https://www.instagram.com/p/BgEOq1mgwJu/?hl=en&taken-by=cpkfrozen
  77. 77. Instagram Stories • Watchable in silence • Lead with a question • a bold and specific CTA “Swipe up to claim,” pointing users in the direction of an enormous discount. Instagram Stories-Follain https://www.instagram.com/p/BgEOq1mgwJu/?hl=en&taken-by=cpkfrozen
  78. 78. Instagram Stories • showcasing a series of products and/or a single product from multiple angles. • the Story format moves through a series of images automatically. Instagram Stories-SheIn https://www.instagram.com/sheinofficial/ https://www.instagram.com/stories/highlights/17916149191211098/
  79. 79. Instagram TV (IGTV)- IGTV App • IGTV is Instagram's own video content hub, focused on longer-form video content, with videos of up to a maximum of 60 minutes. • You can share IGTV videos to Instagram Direct Messages (so much opportunities for added reach) • You can link directly to an IGTV video from your Instagram Stories (drive traffic to your IGTV videos with a swipe up) • Video uploads must be in vertical format • Videos need to be between 15 seconds and 1 hour long. • Ideas: Interviews/Q&A’s, Video greetings/Introductions, Product Demos/Tutorials/How To’s, Recurring Segments, IGTV Exclusives, Webinars, Repurpose Content Instagram - What to Post
  80. 80. Instagram TV- On the wheel
  81. 81. Engagement is a circle • more engagement will also lead to new followers & more engagement. • You want the engagement in the first hour or so of posting for it to keep boosting. • Engage with your followers in the comments Instagram - What to Post Engagement comment converse engagement follow
  82. 82. Instagram Shopping (New) Instagram Shopping • Instagram Shoppable Posts • Instagram Stories • Shopping Channel in Explore (testing) https://business.instagram.com/a/shopping-setup- guide
  83. 83. Instagram Shopable Posts How to Start There are a few eligibility requirements you’ll need to check off before you can get started with Instagram shoppable posts: 1. You must be located in one of these countries: United States, Canada, Brazil, the United Kingdom, Germany, France, Italy, Spain, or Australia 2. You need an Instagram business account 3. You must be on the latest version of the Instagram app on either iOS or Android. 4. Your business must sell physical goods that comply with Instagram’s merchant agreement and commerce policies. 5. Your business profile must be connected to a Facebook catalog. This can be created and managed on Business Manager, directly on your business’s Page on Facebook, or through Shopify or BigCommerce.
  84. 84. Call out your Instagram shopping experience on your website https://gardensofthesun.net/pages/shop Instagram - & Your Website
  85. 85. • Feature other influencers in your space and reach through to their audiences • One thing that works well on any social network is getting other influencers involved in the creation of your content. Birchbox teamed with Emily Schuman to curate and promote their May box. The dual effort resulted in a lot of likes and extensive reach. Birchbox and Emily (who has more than 260,000 Instagram followers) both promoted this partnership with five Instagram photos, which received over 18,000 likes and reached more than 550,000 consumers. http://www.socialmediaexaminer.com/5-brands-on-instagram-that-succeed-with-influencer- Instagram - Influencers
  86. 86. • From April 19 to April 23, 2017 (the days that the Unicorn Frappuccino was available for purchase), 90,000 pictures were posted on Instagram using the hashtag #unicornfrappuccino. Only two of these photos were organically posted by Starbucks. • creating a product that is social media–friendly, making it available for a short period of time, and using a hashtag so users can feel like part of a community makes for a great marketing campaign. http://simplymeasured.com/blog/what-your-brand-can-learn-from-the-unicorn-frappuccinos-social- Unicorn Frappuccino’s Social Media Impact
  87. 87. • Social Media started June • Party with Bloggers & Media July 28 2017 • Opened to Public August 1 • $32-$35 tickets 20 tickets Every ½ Hour • Releasing a month at a time • She already had a large following Oh Happy day • Now moved to New York Color Factory
  88. 88. Insights for Posts and stories • Impressions: Total number of times your post or story was seen • Reach: Number of unique accounts who saw your post or story • Website Clicks: Number of accounts that have tapped the website link on your Business Profile • Follower Activity: Average times your followers are on Instagram on a typical day • Video Views: Number of times your video was viewed for 3 or more seconds • Saves: The number of unique accounts that saved your post
  89. 89. New • Choose who can comment on their posts • set comments from just their followers, or • people they also follow
  90. 90. • Boomerang is an app for creating fun, 1-second long videos with no audio. Free • VSCO has emerged as the reigning champ of creating beautiful photos on-the-go. Free • Tailwind App a new standard in Visual Marketing, Analytics and Management. Discover Content, Schedule Posts, Monitor Conversations, Launch Promotions, and Analyze Results. All in One Platform. Discover Content, Schedule Posts, Monitor Conversations, Launch Promotions, and Analyze Results. Cost: $10/month • Like2Have.it is a great tool for creating embeddable Instagram feeds outfitted with links that drive customers directly to product pages. Cost: $20/month • Iconosquare Instagram analytics made easy. Measure your performance and optimize your strategy. Track hashtags. Benchmark against your competitors. $9/mo. • WEBSTA Get easy-to-understand data and statistics about your Instagram account and make smart marketing decisions with WEBSTA! Tools for Instagram
  91. 91. • FYI- Because you can’t click direct on links except in profile description, it’s difficult for small businesses to track. • Make sure to ask customers how they hear about you. Instagram - ROI Tracking
  92. 92. Instagram Tool – Shopping
  93. 93. Boomerangs start with your original clip, take a series of ten photos, and transform them into a whimsical short video. Instagram Tool - Boomerang
  94. 94. • Marketers Guide to Instagram https://blog.kissmetrics.com/marketers-guide-to-instagram/ • The Beginner's Guide To Influencer Marketing on Instagram https://www.shopify.com/blog/115935109-the-beginners-guide-to- influencer-marketing-on-instagram Instagram Shopping Set Up Guide https://business.instagram.com/a/shopping-setup-guide Learn More Instagram
  95. 95. Scheduling Organization Tools : Instagram
  96. 96. • Google Analytics: Google Analytics makes it easy to track your traffic from social media, create campaigns and figure out your ROI. It’s also helpful for tracking metrics for social media sites that don’t give you a great amount of data like Snapchat or Instagram. • Individual social media platforms: Certain platforms like Facebook, Twitter and Pinterest will give you further insight and metrics that will be helpful depending on your goals. Tracking Social Media Success (ROI)
  97. 97. Facebook/Instagram Ad vs. Google Ads • Google is great for demand fulfillment: Search -> Buy • Facebook is great for demand generation: Discovery • Complex to get it right. Lower conversion rate. Bigger opportunity. • Google’s lifecycle: SetUp, Test, Fine-tune, Forget • Facebook’s lifecycle: SetUp, Test, Fine-tune, Repeat… You constantly need to test different ad designs and audiences to target
  98. 98. What We Learned Today • How to use Facebook & Instagram • Types of posts for maximum engagement • Tools To Save Time
  99. 99. If you loved the class, I would love to hear about how you will use what you learned Before you leave write a review @Bloggerithm on Facebook
  100. 100. Index Card Promise
  101. 101. Contact Info: Molly O’Kane 📧bloggerithm@gmail.com 🌐bloggerithm.com

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