A guided tour of various destinations in the social media universe -- blogs, Facebook, Twitter, LinkedIn, YouTube -- and tips on using these networks to take your coaching business to the next level.
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Going Social: How to Promote Your Coaching Business Through Social Media
1. Going Social: How to Promote
Your Coaching Business Through
Social Media
Rachel Parker
Resonance Content Marketing
Presented to:
Houston Coaches
November 5, 2012
3. About Me
• 15 years as a marketing
copywriter & brand
strategist
• Started Resonance
Social Media in October
2010
• In 2012, Resonance
Social Media
>>>Resonance Content
Marketing
9. Your Blog: “The Open House”
• Blog (short for “weblog”) = online
journal
• Can be self-hosted or hosted
externally
• Text, images, audio, or video
• Subscribers have new posts
delivered via email
10. Your Blog: “The Open House”
Pros Cons
• Open template • “Pull” tactic—need to
• Can feature text, attract readers to it
images, audio, video, or • May require some
a combination HTML “tweaking”
• If self-hosted, you own
the blog and all its
content
11. Your Blog: “The Open House”
Opportunities for Coaches
• Give prospective clients a free sample of your
expertise.
• Communicate with current or former clients in
between touchpoints.
• Create a library of content.
• Invite readers to comment and begin a
conversation around the topic.
14. LinkedIn: “The Networking Event”
• Business-focused social
networking site
• 187 million members
• “Virtual Rolodex”
• Personal Profiles and Company
Pages
15. LinkedIn: “The Networking Event”
Pros Cons
• All business, all the time • Content type is limited
• Profiles rank well on to text and links
Google and other • Lower overall activity
search engines level than other social
• Excellent internal search networks
engine
16. LinkedIn: “The Networking Event”
Opportunities for Coaches
• Dedicated business focus
• Profile of LinkedIn users*:
– Age: 68% over age 35
– Education: 74% have college degree or better, 26%
have advanced degree
– Income: 69% make at least $60K, 39% make over
$100K
– Executives from every Fortune 500 company
*Source: SocialTimes, The Value of Being LinkedIn
19. Facebook: “The Coffee Shop”
• World’s largest social
networking site
• 1.01 billion users worldwide
• 80% of businesses are using it
• Average user spends more
than 7 hours a month on the
site
• 1 billion pieces of content
shared each day
20. Facebook: “The Coffee Shop”
Pros Cons
• World’s largest • Business mixed in with
networking site personal
• Content types include • Poor search engine
text, links, image, video • You don’t actually own
• Apps allow creation of your Facebook content
content-rich Company
Pages
21. Facebook: “The Coffee Shop”
Opportunities for Coaches
• Share content daily to stay “front of mind”
with clients and prospects.
• Interact with complementary businesses to
leverage their audiences.
• Create private Group for current clients.
• Promote your blog posts.
24. Twitter: “The Speed Date”
• 140-character posts
• Over 140 million active
users
• 340 million tweets per day
• 100 million clicks per day
to sites across the Web
25. Twitter: “The Speed Date”
Pros Cons
• Easy to use • 140-character limit
• Excellent listening • Content limited to text
mechanism and links
• Auto-schedule tools • Average life span of a
tweet is less than an
hour
26. Twitter: “The Speed Date”
Opportunities for Coaches
• Establish authority by sharing relevant
content.
• “Live tweet” from conferences and other
events.
• Create conversations around relevant topics.
• Embed Twitter feed into your website and
Facebook page.
29. YouTube: “The Public Access Cable
Channel”
• Video sharing social
network
• The Web’s #2 search
engine
• 4 billion videos watched
every day
• > 1 trillion views in 2011
30. YouTube: “The Public Access Cable
Channel”
Pros Cons
• Most personal form of • Content limited to video
social communication • Video creation requires
• Highly visible in search some technical skill
• 75% of C-suite • Search engines don’t
executives watch work- recognize video content
related videos weekly*
*Source: MarketingProfs, Stop Making These Three Excuses for Not Creating Videos
31. YouTube: “The Public Access Cable
Channel”
Opportunities for Coaches
• Engage with clients and prospects on a highly
personal level.
• Create an online video library that’s highly
search-visible.
• Upload private videos for access by current
clients.
• Turn PowerPoint presentations into videos
with voiceover.
35. 70-20-10 Rule
Promoting
your products
or services
Sharing
others’ posts 10%
20%
70%
Sharing
valuable, relev
ant content
36. It’s all about integration
Facebook LinkedIn
“The “The
Coffee Shop” Networking
Event”
Blog
“The Open House”
Twitter YouTube
“The “The Public
Speed Date” Access Cable
Channel”