Social Media Playbook

Are you are a little overwhelmed, but want rapid growth and are
committed to achieving success?
Scan here to take the Business Growth Scorecard!

This is how we create a
whole weeks worth of
content from a SINGLE
live masterclass

There are a few things to
consider

Approach with the right mindset
Which Thor are you?
Just because everone
else is flakey doesnt
mean you have to be.
Its YOUR business, so
get in the game.
Know your audience, you like Chris Hemsworth don't you😂😂😂?

The Pandemic changed everything!
“The greatest
accelerant to the
experience economy
in history”

The world went DIGITAL, and so did we
(Pushing it a bit here Kelly)

It's never been easier to
connect to an audience of millions

and share your AMAZING stories
“The greatest
accelerant to the
experience economy
in history”

But it means NOTHING if you
don't actually create any content!

You must think like a business
Sales & Marketing Operations Finance
How do we
get new clients?
How do we
serve our clients?
How do we
maintain our profit?
No sales?
No money
No service?
No money
No profit?
No money
The better you are, the more money you will make

The art of selling, without selling
If your clients trust you
solve your problem for
them, you never have to
sell anything in your life
But how do they know we
can solve their problem?
You have to
tell them!!

That's called Sales & Marketing
The better you are, the more money you will make

Strategy Production Distribution
Social Media Playbook
Break the process down into one of these 3 areas, and focus on one at a time.
Trying to do them all at one time will stress you out.

AE Social Media Playbook
...understand the
challenges and goals of
your ideal client so well...
...that you become
accustomed to regularly
creating relevant quality
content....
...that engages, attracts
and builds trust with your
target audience so you....
Hi! I'm Kelly! I'm an Aesthetic Entrepreneur! I was
introduced to RCS and he gave me what I needed,
the confidence to believe I could do this and the
tools to do it. He helped me believe in my skill and
trust the process. Nothing happens overnight, don’t
believe the hype, surround yourself with like
minded souls and get a coach”

Strategy Production Distribution
Have a plan Create the content Share it on all relevant platforms

Create a strategy
Strategy
Who am I talking to?
What is their problem? What do I want to say? What do I want them to do?
"Hi I'm Kelly, I'm overwhelmed "Hi Kelly, I'm Richard, I can help you"
Scan here and find out how"

Customer Avatars
I need you to visualise your ideal client, while we go through a series of questions, and you need to be as specific as
possible. A good tip here is to have someone else ask you the questions and you record your answers using Rev or
an audio app. We need to create a full story for your client, If you have a client like your ideal already, that’s
fantastic, just describe them.
If you don’t know who your target client is you are marketing totally blind.
Your messages will be completely ineffective and you will not connect at
all with anyone.
You are simply wasting your time and money.
It’s time to understand Customer Avatars.

Create your avatar
What is their name?
Are they male or female?
How old are they?
Are they married?
Who too?
How long for?
Do they have kids?
How many, how old?
How old is your client?
What do they do for a living?
What is their marital status?
Where do they live?
Do they own their own home?
What is the value?
What is the household Income?
What Social Media network are they normally on?
What is their communication style, are they
direct/reserved?
Are they extrovert or introverted?
Grab a big sheet of paper and
answer these questions

Avatar Goals
What do they
want to achieve?
What do they want to
achieve for themselves, their
family and their business?
What's stopping them?

Avatar Challenges
Why can't they
solve these
challenges?
What is keeping them awake
at night?
What is challenging them,
their family and their
business?

Solutions
Write 10 Answers
for each question
How can you help them
achieve their goals?
How can you help them solve
address the challenges?

Language
You need to think about it from an
emotional perspective because
that is where the real pay off is. It’s
not about making their skin
more shiny. It’s changing the way they
feel about themselves.
Remember
Take some time with this, people buy from people like
them. People have people they trust and like attracts like.

Create a strategy - What to say?
Strategy
If you did the avatar exercise,
you now have INSIGHT!
Next steps are to move them on a journey
through your New Conversation Funnel
Take your top Five Treatments
1.
2. Enter them in www.answerthepublic.com
3. Take the top Five questions, and start there
If you know your clients goals, fears,
challenges and aspirations, you should
NEVER be unsure what content to create.

Create a strategy - Call To Action
Strategy
You must have a clear
CTA or "call to action" for
your clients to take.
Design the pathway and
lead them through the
funnel.
The objective is to build as
much trust as you can
using your AMAZING
content
READ
WATCH
LISTEN
DO
Think about creating a path that ticks all the sensory boxes

"Content" has
four flavours
Video Text
Audio Interactive
Create the content
Production

Just don't be Dave
Vanilla.....
Video is top of the
content machine. Use
video to create the other
flavours of content.
Production
Create the content
Start with video......
Don't be boring

Production
Create the content
You have SECONDS
to engage with your audience
We see over 1,500
sales and brand
messages every day!
The digital world is noisy
and fast-paced
You need to stand out
to be heard

Production
Create the content
DO YOU WANT TO BE “DAVE VANILLA” OR SLASH?
Be a ROCK STAR!!! It’s fun being
polarising, saying what you feel,
being honest and emotive. Too
many are pussyfooting around
trying to be all things to all people.
Rockstars are epic. Be one!
Most people’s content is
dull as shit. Played safe,
boring, unimaginative, play
to the crowd, meh.

Production
Create the content
Live gigs are the ULTIMATE in
content. If you don't do it, you
will never be a Rock Star. Use a Facebook or Instagram
live as the primary Video
content for your business, and
it WILL GROW FAST AS HELL!!
Scan this QR to learn how to
MASTER Facebook Lives
and GROW YOUR BUSINESS!
Free with the AE Clarity
Subscription
ADD QR

Production
Create the content
Content Machine is the key
We're going to show you
EXACTLY HOW we repurpose
our content

Production
Create the content
This is our pillar content
Date@Eight is the AE weekly
show, going out LIVE in the
Aesthetic Entrepreneurs
Facebook Group
Interviews, tips, tricks, rants,
entertainment, anything that our
AVATAR would find interesting.
It builds trust and engagement
In this episode, I interviewed our
Performance Coach, Stevie
Potter, on"How to make your
client experience less shit".
(I told you, don't be Vanilla)
If you want to learn how to
structure a Facebook Live
broadcast, scan the QR and jump
in to the course on The Maetrix
Free with the AE Clarity
Subscription
ADD QR

Production
Create the content
I'm Miloslava Alexieva-Hristova the AE
video editor. I take the raw live video,
break it into short clips and upload it to
Dropbox, add intro/graphics and get it
ready for subtitles and repurposing on
different platforms and devices.
Tip: Get an editor

Production
Create the content
Want to watch it?
ADD QR

Production
Create the content
Mila outputs an Audio file (MP3) which
we then upload to our Podcast Platform
WHY PODCAST? Builds incredible levels of
engagement, its evergreen,
builds strong relationships with
listeners, establishes credibility,
authority, and likeability
ADD QR
For a super detailed step by step
walkthrough on how to create a Podcast,
jump into Podcast Power on The Maetrix!
Free with the AE Clarity Subscription

Production
Create the content
Upload the MP3 file to REV.com to
be transcribed for blog content.
Edit the blog, take key comments, and awesome
soundbites, upload onto your website.
Link to your YouTube Channel and Podcast
Upload the edited video to YouTube
Upload the Podcast to a Podcast
platform (e.g Libsyn)

Share the content
Distribution
Scorecards and quizzes are an
excellent way of engaging with
your audience, offering
solutions and support, and also
getting useful data
ADD QR
Check out our Business Growth
Scorecard and see how it works!

"Content" has
four flavours
Video Text
Audio Interactive
Create the content
Production
(Vanilla ain't one!)

Distribution Share the content
Distribution

Production
Create the content
Social Media is a bit like a plate
of Scrambled Eggs. When its
hot, it's lush, when it's cold it's
rank. How long will your
content last?
Lush Rank

Distribution Share the content
Distribution
20+
days
20
Hours
20
Minutes
5
Hours
2
Years

So that is our
playbook, and how
we turn one video
into the content
that powers our
business

Now go and make something
AWESOME
https://www.facebook.com/groups/theaestheticentrepreneurs
https://www.facebook.com/aestheticentrepreneurs
https://www.youtube.com/user/iconsultsoftware
https://www.instagram.com/theaestheticentrepreneurs/
https://twitter.com/RCrawfordSmall
Check us out!

Social Media Playbook

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