Corey Perlman - Digital Masterclass

1. IG: @CoreyPerlmanSpeaks
LinkedIn/In/CoreyPerlman

2. Before we begin…
• Slides? Text Slides to 66866
• Negative comments?

3. Why Make Digital a Priority?
• We support local, small businesses
• 75% of consumers plan to support
local merchants as widely as possible
as we continue to navigate Covid.
(SmallBizTrend.com)
• Stay ‘Top of Mind’ from research mode
to buy mode.
• Be referable (@mmlighting)
• Tell your story
• Employee culture

5. 9 WAYS TO LIGHT UP
YOUR DIGITAL
MARKETING
1. Don’t Be a Jack of All Social
Media Sites, Master of None.

8. Where to Connect?
• Fish Where the Fish are
• Who’s your target demographic?
• Interior designer?
• Homeowner?
• Builder?
• Where are they active on social?
• Meet them there.

9. DON’T TRY TO BE
EVERYWHERE
• 15-25: Snapchat & TikTok
• 25-35: Instagram
• 35-45: Instagram,
Facebook
• 45-55+: Facebook
• *Pinterest/Houzz

10. 9 WAYS TO LIGHT UP
YOUR DIGITAL
MARKETING
2. Be as Proud of your Profiles
as You are of Your Products

11. FOCUS AREAS
• Facebook
• Instagram
• Online Directories
(GMB, Yelp, Houzz)
• Website
• Pinterest

12. Don’t Wind Up on
WebsitesThatSuck.com

13. Website Best Practices
• Dated
• Critical info
• Not Mobile-responsive
• What does the visitor want?
• What do you want the visitor to do?

16. Best Practice: Clear CTAs

17. Conversion focused

18. • Do the thumb-test
• Add: Covid-related info, physical
address, phone, services to top
of page
• What’s the #1 action you want
me to take and is it easy to do?
• Is it crystal clear where you are
and what you offer?
• How are you collecting my info?
Is it compelling enough?
Take Action!

19. Best Practice: Make me hate my home. :)

20. • Unmanaged profiles?
• Offline/Online Brand consistency?
• Is the content about you or about
them?
• Gaps in consistency?
• Low engagement?
Social Media Audit

21. 9 WAYS TO LIGHT UP
YOUR DIGITAL
MARKETING
3. Be Proactive in Getting
Positive Reviews

25. They’re super
creative!

26. They can never
be satisfied

27. Don’t get me
started on Amazon
reviews…

28. If you receive a negative review:
•Be diplomatic
•Be empathetic
•Don’t be defensive
•Try to solve the issue
•Take it offline

29. Create a process for positive feedback
•Tell your team to listen
for clues
•Instruct us on what to do
and where to go
•Incentivize
•Show appreciation
“Never let a verbal testimonial go unpublished.”

30. TAKE ACTION: DO A
DIRECTORY AUDIT
• Google yourself/Your services
• Top 3 Directories?
• Has it been claimed by the business?
• Is the information accurate and
current?
• Do you have reviews?
• Positive? Negative?

32. 9 WAYS TO LIGHT UP
YOUR DIGITAL
MARKETING
4. Be Less Like the
Squawking Parrot, and More
Like the Wise Owl.

33. DON’T BE THE SQUAWKING PARROT
• Don’t over promote
• Don’t cluster post
• Don’t phone it in
• Don’t alienate anyone

34. Be The Wise Owl (3 E’s)
• Educate: In what ways can
you add value to our lives?
• Entertain: How can you
give the gift of laughter?
• Encourage: People hate to
be sold, but love to buy.

35. BEST PRACTICE:
CREATE A CONTENT CALENDAR
• Motivation Monday
• Testimonial Tuesday
• WTF Wednesday
• Thank You Thursday
• Feel Good Friday (Local)

36. Best Practice: Go Left to Right
• Carousel posts
• IG Stories

37. 5. We Don’t Just Do Business
with Lighting Companies, We Do
Business With YOU.
9 WAYS TO LIGHT UP
YOUR DIGITAL
MARKETING

38. Humanize Your Brand
• The #1 issue across the board.
• Avoid the ‘brochure’ profile
• How can you make 20% of
your posts more personal?

39. • Find a way to personalize this
week’s posts
Take Action!

40. #6. TL;DR
Don’t tell us, show us
9 WAYS TO LIGHT UP
YOUR DIGITAL
MARKETING

41. Why Video?
• Algorithm favors video
• Passion & Enthusiasm
• Can be syndicated in
multiple places

42. MoreVideo Best Practices:
• Spend time on the Title
• Sell us in the first 10-
seconds
• Shoot horizontal!
• Use captions! (rev.com)

43. Take Action!

44. 7. More Funny, More Money
9 WAYS TO LIGHT UP
YOUR DIGITAL
MARKETING

46. 8. Perfection is the
Enemy of Progress
9 WAYS TO LIGHT UP
YOUR DIGITAL
MARKETING

47. The One-take Challenge
• Weekly video
• Do it in one take
• Resist the urge to redo!

48. 9. Turn you clients into your
salesforce.
9 WAYS TO LIGHT UP
YOUR DIGITAL
MARKETING

49. “The best way to
thank us is to tag us.”

50. REFERRAL BEST PRACTICES:
GET CLIENTS TO POST TO SOCIAL
• Create a process
• Tell them where to go
(@ABCLighting)
• Use your Anchor #
(#ABCLighting)
• Thanks a Latte.

52. • Create a process for getting
happy clients to post to social.
• Direct them where to go.
• Remind them what they said.
• Follow up until it’s done.
Take Action!

53. 9. Turn you Clients into your
Salesforce.
6.TL:DR
5. Humanize Your Brand
4. Less Squawking Parrot,
More Wise Owl
3. Be Proactive in
Protecting Your Castle
1. Don’t Be a Jack of All Social
Media Sites, Master of None.
2. Be Proud of Your Profiles
7. More Funny, More Money
8. Perfection is the Enemy
of Progress

54. Thank You!
• corey@impactsocialmedia.com
• Text SLIDES to 66866
• @coreyperlmanspeaks