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Inside Social Media: Small Business Social Media Strategies for Today’s Entrepreneur
12 minutes | Mar 23, 2015
ISM 053: Introducing The Art of Paid Traffic Podcast
In this episode of Inside Social Media, I introduce my brand new podcast called The Art of Paid Traffic! I’m so excited to be bringing you this new podcast as it’s something that’s been in the works for a while now. In this first episode you’re going to hear what The Art of Paid Traffic podcast is all about, why I’m doing it and what you can expect from the show going forward. Why This Show… So, you might know I’m a Facebook ads guy. I live in San Diego with my amazing wife Amy Clover who’s the founder of StrongInsideOut.com. I’ve been using Facebook ads since 2010 and have been coaching and teaching them for the past few years. In 2014 I really kicked things into high gear in my business, started growing my team where I have a UK-based assistant as well as a Project Manager here in the US. Back in 2000, I started in the corporate internet advertising space working for AOL for moving onto the likes of Yahoo, Vibrant Media and Funny Or Die. I worked with everything from standard banner ads to flash ads (yes, that used to be cutting edge), video ads to branded entertainment, to text links and contextual advertising. And then at the end of 2012 I stopped working for the man and started my own business focused on Facebook ads How The Art of Paid Traffic Will Help You I’m sharing this background with you because The Art of Paid Traffic podcast is going to be all about the different ways you can use paid traffic to grow your business. You’ll discover what’s working right now to get more leads sales and customers for your business using paid traffic WITHOUT having to empty your wallet in the process. As a Facebook ads guy, of course we’re going to be talking about Facebook ads, but we’re also going to be covering everything from YouTube ads, to Twitter ads, Google Adwords, retargeting, native advertising, Instagram, LinkedIn ads, sales funnels, analytics, landing pages, sales pages, how to write good ad copy, banner ads, ad networks, buying email lists. You name it, if it has to do with using paid traffic to grow your business, you’ll hear tips and strategies for doing it better…here. This is going to be your one-stop shop for learning what’s working right now and what;s not working when it comes to using paid traffic to grow your business and fuel your sales machine. You’re gonna hear lessons from experts in these different areas of paid traffic, solo episodes from me, case studies from marketers, entrepreneurs and business owners. we’re going to do monthly Q&As and throughout the entire podcast, there will be a theme of my journey. I’m Taking This Journey Along With You I’m going to share my journey of beginning to learn other forms of paid traffic outside of Facebook ads and how I’m testing them in my own business. I’ve never used things like YouTube ads or Twitter ads or retargeting in my own business, for example. I GET them, but don’t know the tricks and strategies for really making them work. So I’m gonna be learning a lot of the topics we discuss here on the show right along with you. And as we go along, I’ll share updates with you about what i’m testing, what’s working, what’s not working for me. In each episode, my goal is for you to walk away with one, maybe two or three proven paid traffic strategies or tips that you can add to your “test list” of things to test in your own business. It’s About Automating Your Leads & Sales I LOVE talking about this stuff because paid traffic allows you to create freedom in your business by automating your leads and sales. It gives you peace of mind by your knowing exactly where your next lead and sale is going to come from. It’s about putting $1 in and getting $2 or $5 or $10 in return. It’s what fuels the sales machine in your business. It’s not an expense, it’s an investment in your business. Out of the gates here, my plan is to do 2 short episodes a week (about 15ish minutes each) and bring you different mini-series about specific topics. Like, in the first 2-3 episodes you’re going to hear episodes about Facebook ads. Then, for the next 2, 3 or 4 episodes I’ll have guests on talking all about YouTube ads and so on. I want to give you insight into different platforms so that you can choose one that aligns with your business, focus on it and test it. You get to figure out if it’s working and then make a decision about testing another strategy. I’m going to have free topic-specific downloads for you in the show notes pages for each episode like checklists and cheat sheets, mind maps, and so on. Most of all? I want to hear your feedback on the show. As much as I love creating this show, I do it for you so I’d love to hear what you think. Do you like the format? Are there topics you want to hear about? Guests you want me to have on? Each episode will have a show notes page here at RickMulready.com so you can either leave me a voice message using the Speakpipe app or you can simply leave comments — yes, good or bad. I want to hear what you think. Really looking forward to this journey with you. Thanks for listening to both Inside Social media and The Art of Paid Traffic. The post ISM 053: Introducing The Art of Paid Traffic Podcast appeared first on Rick Mulready.
59 minutes | May 28, 2014
ISM 052: Facebook Advertising – How to Create a Profitable, Automated System of Leads & Sales
In this episode of the Inside Social Media podcast, I bring you part two of my two-part series on Facebook marketing. If you missed part one, episode 51 with Amy Porterfield, don’t miss it as it’s chalk full of tips and strategies you can start using right away. You can check it out here. In this solo episode, I share with you the 7 steps to creating a profitable Facebook ads system that generates leads and sales for your business on autopilot. These are proven strategies that I use every day in my business as do my students. And the best part of it is once your ads are set up and getting you profitable leads and sales, you only have to check them but a few minutes a day. You’ll also hear me share my Internet advertising background as well as why and how I got into Facebook marketing to give you some context about this podcast. I figured now was a good time since we’re not on episode 52. I’ll be reopening access to the course soon — you can be notified here. Also, I will be launching my second course called FB Ads For Newbies, in the immediate future. Click here to subscribe to the podcast on iTunes Specifically, In this Episode You’ll Learn… A proven 7 step process for creating a successful, automated Facebook ads system. How to grow your email list of targeted, highly responsive leads even if you’re starting from scratch. The different targeting options for your Facebook ads and how to choose the right ones for your campaign. The top four Facebook advertising myths debunked. All about my training course The FB ADvantage: Automated Facebook Ads Made Simple, which I am getting ready to re-open enrollment for as well as my brand new course FB Ads for Newbies: Killer Facebook Ads On Less than $10 a Day. I cover all of that today and a whole lot more! Episode Resources Amy Porterfield on the show Neil Patel, episode 32 of the show The Simplistic Genius of AppSumo’s Facebook Ads Be notified when FB Advantage Reopens Hop on the email list to be notified when FB Ads for Newbies is available Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: How to Create a Profitable, Automated System of Leads & Sales On The Proven Seven Step Process to Creating an Automated Facebook Ad System… #1: Be clear on your why. What’s your ultimate goal for your ad system? This is going to be at the core of every decision you make, it’s important. #2: Create your landing page (LeadPages aff) where you will be sending people from your Facebook ads. #3: Write killer copy for your ad. #4: Find that photo or image that pops and helps your ad stand out in Facebook’s newsfeed. #5: Get your ad in front of your perfect customer, I go into great detail on how to target your ads to find your ideal prospect. #6: Measure your results to see what’s working and what’s not. When you know what’s working, you can repeat it in step 7. #7: Pay a little for big results. Now that you know what’s working, you can know exactly where to send your money for the biggest return on your investment. #7.5: Measure and tweak your system so it runs on autopilot – have a system! On How to Grow Your Email List of Highly-Targeted, Responsive Leads, Even If You’re Starting From Scratch… Be clear on your campaign’s objectives: do you want to generate leads, bring in new customers or make sales? This sets the tone for everything you do. Use Facebook’s Unpublished Page Post ad to target different groups of people. This is the number 1 ad I recommend people do. Write your ad copy to get your prospects’ attention, hook them in and then inspire them to take action. When they take action, make sure it leads to them being added to your list. Know the different Facebook advertising options to get you in front of your ideal audience. Know their demographics, their behaviors and their interests so you can target them accordingly. On The Different Targeting Options For Your Facebook Ads And How to Choose The Right Ones For You… If you already have an email list, you can use the custom audience feature and upload your list. Facebook will find them and target them for you. Website custom audiences is another way to target your Facebook ads. Using a pixel on your web site, you can track people who visit your site and then have Facebook find them. If they don’t buy from you on your site, this is a great way to remind them of what you offer. If you don’t have a list, try targeting people with specific demographics and specific interests would be useful. Specific interests in particular are very powerful. For example, you can find people who like Forbes magazine or The Four-Hour Work Week. You can also target other people’s pages, including your competitors. Facebook gives you the option of targeting based on people’s behaviors. It’s a bit more advanced but it does work and makes sense to use this if it is appropriate for your industry. Already connected with people on Facebook through your fan page? Use the connections audience feature to reach your fans with your ads. On The Top Four Myths About Facebook Advertising… Myth #1:Facebook ads don’t work. They do but you need a system in place to run these ads. Use the seven steps I go over in this podcast and listed above and you’ll have everything you need to make your Facebook ads work for you. Myth #2: The technology behind Facebook advertising is too difficult to understand. With a little guidance and learning, it becomes much easier. Technology isn’t an obstacle you need to be concerned with. Myth #3: You can’t reach enough people through targeted Facebook ads. Not true! You can absolutely target your ads to your exact target customer. You can get so specific that you can put your ad in front of your perfect customers. Myth #4: You have to spend a lot on advertising. Use the seven steps I walk you through in this podcast and you’ll see that you don’t have to spend a lot, but you can get a solid return on your investment. The post ISM 052: Facebook Advertising – How to Create a Profitable, Automated System of Leads & Sales appeared first on Rick Mulready.
59 minutes | May 15, 2014
ISM 051: Facebook Marketing: What’s Working Right Now with Amy Porterfield
In this episode of the Inside Social Media podcast, I welcome Facebook and social media marketer Amy Porterfield. For those one or two of you who don’t know Amy (everyone seems to know Amy!), she’s co-author of a Facebook For Dummies book, she’s affectionately known as the Facebook marketing queen (which embarrasses the heck out her, btw) she’s a speaker and she’s got a really popular podcast called Online Marketing Made Easy which is on my short list of shows that I listen to every week. I asked Amy to join me on the podcast because Facebook is such a hot topic right now and frankly has been for a while now. Specifically, what the heck should businesses be doing with it now that organic reach has significantly decreased. If you listened to the last episode, #50, with Ford’s Scott Monty, you heard us talk about how small businesses should be looking at Facebook in their overall marketing mix. And with Amy today, we get into tips, tactics and strategies for how you should be using Facebook marketing in your business today. Two-Part Facebook Marketing Series This episode is part 1 of a two part series that I’m doing here on the podcast all about Facebook marketing. For those of you who don’t know, in my business, in addition to this podcast, the first training course I’ve created is on Facebook advertising. So you might be thinking, ok sooo Rick, why are you bringing on another Facebook marketer if YOU’RE focusing on Facebook marketing too? Well, good question. First, Amy is an amazing person and is such a good teacher and it’s my goal here on the podcast to bring you the best content I possibly can. And second, where Amy tends to teach overall Facebook marketing strategies, including some Facebook ads, I dive deeply into Facebook ads. And you’ll hear us talk about this dynamic today. In part two of this series, I’m going to dive into Facebook ads and share with you how you can be using them to automate leads and sales for your business, without spending a lot of money. I’ll also share with you a bit more about my background, that some of you might know about already, which will really connect the dots for you and explain why I’m drawn to Facebook advertising and marketing so much. That will be a special solo episode which will be a lot of fun. Click here to subscribe to the podcast on iTunes Specifically, In this Episode You’ll Learn… Amy’s 7 steps to creating a profitable Facebook marketing plan Creating a sales funnel and how that funnel fits into your FB marketing efforts We talk about lead magnets, how to create the best one for your business and how to decide which platform you should be delivering it to your audience on. And we also dive into the most common questions that Amy’s getting from her Facebook ProfitLab students. You’ll hear more about what ProfitLab is and this section of the interview is I think going to be really helpful to you because you very likely have the same questions. We get into all that here today and a whole lot more. Episode Resources Amy’s web site: http://www.amyporterfield.com/ Amy on Facebook: https://www.facebook.com/AmyPorterfield Create quick and effective landing pages with LeadPages (aff link) LeadPages video on Facebook-focused lead pages: http://www.leadpages.net/products/ Amy Clover’s StrongInsideOut.com Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: Amy Porterfield On The 7 Steps to Create a Profitable Facebook Marketing Plan… #1: Create a free giveaway, a lead magnet. Do this by looking at the questions you are most commonly asked and/or the biggest pain points your audience has and then find a way to answer those questions and solve those problems. Create your lead magnet based on your findings. #2: Develop a lead capture page so has your audience can give you their email address in exchange for your giveaway/lead magnet. #3: Create a Facebook ad that is solely focused on promoting your lead magnet; you are not selling anything with this ad. #4: You must customize your ad and do so in a way that targets the appropriate audience for you. #5: Your budget: we discuss how much you should pay for your campaign and how to set up your budget in a way that makes sense for your business. #6: Track your ad so you know your campaign is converting for you. #7: The funnel system, or how you follow up with your leads. This is where your email marketing autoresponder series becomes so important: following up with your leads is how you cement your expertise and how you generate your sales. On The Two Types of Leads and How to Follow Up Once They Are In Your Funnel… There are two types of leads you can generate with your Facebook campaign: the “want more info” lead and the “buy right now” lead. The “want more info” lead is someone who wants to know more about you, your product and/or service and how you will help them. This is where you have the opportunity to give them tremendous value before they even buy from you. Not everyone will buy right away so follow up with emails about why you are the expert and how your product helps them. The “ready to buy now” lead is someone who is ready to purchase now and all they need is a little nudge from you to buy your product. This nudge generally comes in the form of a savings discount of some sort (10% off, free delivery, etc). There are ways to make both types of leads repeat customers and how you follow up with each of them will differ based on what type of lead they are. On Choosing a Platform For Your Lead Magnet… If you’re selling a video course, must your lead magnet be in the form of a video? Amy and I each give our opinions and our thoughts. The most important factor in your giveaway is that your lead have access to it right away and be able to consume it immediately. If someone has to go through ten videos to get to your offer, they may not ever finish the videos and subsequently, never buy from you. Your primary focus in all of this is to be adding value to your audience. Focus on that, test out different platforms and you will have the makings of a successful Facebook campaign. On The Most Common Questions Amy Receives in ProfitLab… One of the top questions Amy receives is on how and why to use your business page versus your personal profile. She gives us the top three ways to properly use your business page and benefit from doing so. Another common question is the about the number of fans you have for your page: should you focus on this or quit worrying? Amy says to stop worrying and start focusing on generating leads and making sales: these should be your two primary goals when marketing on Facebook. The third question Amy commonly is asked is which Facebook ad metrics are important and why? Her suggestion is to look at your ad spend then divide that by how many customers you brought in with that money. And she recommends asking yourself what you’re getting out of your entire campaign? Answering that question will help you determine what you should be spending on your ads. How to avoid Facebook “like” fraud has become a concern over the last few years and Amy has a simple solution for you: target your Facebook ads is a very strategic way. Whether or not to use a lead page outside of Facebook or a customized Facebook app is something Amy is asked quite often. Her suggestion is to experiment and try both. If you opt to use LeadPages, you can do this quite easily. LeadPages has lead pages that exist outside of Facebook and they now have a simple-to-use feature that will allow you to create Facebook customized app. Episode Transcription Click here to download Amy Porterfield joins me this week on the Inside Social Media podcast to talk Facebook Marketing and you know it, we’re talking big brand strategies for your small business budget. Let’s do this. Welcome to episode number 51, everyone, I’m Rick Mulready, thanks a lot for taking a few minutes to hang out with me today, I really appreciate it. Now my goal here in the Inside Social Media podcast, this is where we go behind the scenes with the most successful brands and influencers in the World, and learn how they’re using social media. These are the brands that have the budget, they have the resources and the know-how to get the results that we small businesses want. My goal is for you to feel like you’re sitting down for a chat, maybe having a cup of coffee with these heads of social media and influencers and getting one-on-one mentorship from them, and then from these conversations, we can learn the essential strategies and principles of social media that work for them and then how we in turn can model and apply those same strategies and principles for our own small business with little to no budget. On today’s show, I’m really excited to welcome my very good friend, Amy Porterfield, and for those one or two of you who don’t know Amy – everybody seems to know Amy – she’s the co-author of a Facebook for Dummies book. She is affectionately known as the Facebook Marketing Queen, which embarrasses the heck out of her by the way, you’ll hear that as we get into the interview. She’s a Speaker, and she has a really popular podcast called ‘Online Marketing Made Easy’, which is definitely on my short list of shows that I listen to each and every week. I asked Amy to join me on the podcast because Facebook is such a hot topic right now and frankly, has been for a while, specifically what the heck should businesses be doing with it now that Organic Reach has significantly decreased there on Facebook? If you listen to the last episode, number 50, with Ford’s Scott Monty, you heard us talk about how small businesses should really be looking at Facebook now in their overall marketing mix. With Amy today, we get into tips, tactics and strategies for how you should be using Facebook marketing in your business today. This episode is part one of a two-part series I decided to do here in the podcast, all about Facebook marketing. For those of you who don’t know, in my own business, in addition to this podcast, the first training course that I’ve created is all about Facebook Advertising. It’s called the FB ADvantage. You likely have heard me talk about it here on the show before. So you might be thinking “Why are you bringing on another Facebook Marketer if you’re focusing on Facebook marketing as well?” That’s a great question. First, Amy is an amazing person, she’s a very good friend of mine, she is such a good teacher, and it’s my goal here in the podcast to bring you the best content that I possibly can. Whenever Amy’s interviewed, she definitely brings it. Secondly, where Amy tends to teach overall Facebook marketing strategies, and yes she does get into some Facebook advertising, I dive deeply into Facebook Ads, and you’ll hear us talk about this dynamic today during the interview. In Part 2 of the series, I’m going to dive deeply into Facebook Ads and this is going to be a sole episode with me, and I’m going to share with you how you can be using Facebook Ads today to automate leads and sales for your business without spending a lot of money, because frankly let’s face it, that’s a big concern, I hear that every single day, “How much money do I have to spend in order to be successful with Facebook Ads?” I’m going to talk all about that in Part 2, in the next episode of this series. I’m also going to share with you a bit more about my background, which some of you might already know about already, which will really connect the dots for you and explain why I’m drawn so much to Facebook advertising and marketing, and it’s going to help make a lot more sense out of all of this. I’m going to dive deeply into that, in Part 2 of this series. So that’s going to be a fun, special episode. I can’t wait to be doing that for you guys, but that’ll be the next episode. In today’s show with Amy, you’re going to learn Amy’s seven steps to creating a profitable Facebook marketing plan. We’re going to be talking about creating a sales funnel and how that funnel fits into your Facebook marketing efforts. We talk about lead magnets, how to create the best one for your business and how to decide which platform you should be delivering that lead magnet on to your audience. We also dive into the most common questions that Amy’s getting right now from her Facebook Profit Lab students. You’ll hear more about what Profit Lab is when we talk with Amy. This section of the interview is particularly – I think this is going to be really helpful to you, because you very likely have many of the same questions that her students are having, so really looking forward to bringing you that part of the interview in addition to everything else that we get into here today. We talk a lot about Facebook marketing. Alright let’s go chat with Amy. Rick: Amy Porterfield, what is up? Welcome to the Inside Social Media podcast. Amy: Well hello there, thanks so much for having me. Rick: Absolutely. We were just talking and we were laughing, I think we were a little concerned that we would just be laughing hysterically as we get into this interview, but I’m really glad to welcome you to the show today. Amy: Well I’m glad to be here, sometimes I have this bad habit, when I start laughing I cannot stop, I was a little afraid that was going to happen, but I think I have control now. Rick: I’m going to do something really weird as were going here, I haven’t plugged in my Ethernet to direct connect to this, so I’m going to pause real quick and plug that in. Amy: OK. Rick: This is how we roll here on the Inside Social Media. Amy: Yes, you get to see behind the scenes. Rick: We’re going with it. It reminded me because there was a slight delay in the audio. Amy: How about now? Rick: Everything is good! Amy: Alright! Rick: I think we’re at over 125 download speed… Amy: I don’t even know what that’s about, what that means. Rick: It’s really fast! So we are going to be talking about Facebook marketing today. You are the Facebook Queen. You’ve heard that before. Amy: I really don’t want you to say that, but I know a few things about Facebook, how about that? Rick: You do. And you just wrapped up Facebook Profit Lab, meaning you wrapped up the launch of it, and the program has started now and basically you sold it out. You open it up a couple times a year, it’s going to be opening up again in the Fall. For those people who don’t know Amy Porterfield, before we start talking about Profit Lab, you and I come from very similar backgrounds in a sense of corporate backgrounds. You were at Harley-Davidson, you were with Tony Robins before going on your own and so forth. Are you a biker chick? Amy: Shut up. Don’t even say that. He knows I’m not, everybody. Because I always said “I work at Harley, but I’m not a biker chick”. I just don’t want people to think of me in leather and gloves and stuff, that is just not me. Rick: Knowing you, that’s really funny. Amy: Yeah, not me. Rick: So you come from a corporate background, what are some things that you – when you were at Tony Robins, before you made the jump over to coming out your own and really building the empire that is your business right now – what are some of things that you learned while you were with Tony Robins that really prepared you for what you are doing now in your business? Amy: That’s a good question. You know, there was so much that I learned while I was there, it was almost like I was cheating, because I was at Tony Robbins for six and a half years, so probably the first six years I really didn’t think about going out on my own, but then some kind of light bulb went off and I thought “Oh my gosh, I could use so much of this to start my own consulting business”, so I started to pay attention in a different way. One of the things I learned, was that there is always a way. I have a great mentor in Marie Forleo, she always says “everything is figure out-able” and I learned that first from Tony in the respect that there’s always a way and you’ve just got to be resourceful, so I do believe that some of my successes come from the idea that there’s never a road block, there’s never a no, there’s always a way around it and every day I think I do something to take action to move toward making more money or making a bigger impact. I have that mindset, so of course learning from Tony it’s all about the mindset, but “everything is figure out-able” is hugely a big piece of my success. Rick: Now you and I talk about mind set a lot, because you and I are very similar in that sense, that mindset is something that we really need to focus on pretty much on a daily basis. Amy: It’s something I still struggle with sometimes and I am always aware of it. Rick: What are some of the things that you’re doing to – and we are going to get to the Facebook stuff in just a second, but I think this is really important to understand about but you, Amy, that you have this hugely successful business, you’re coming from Tony Robbins so a lot of people might not know that mind set might be an issue for a lot of very successful people out there and that so many of us struggle with mind set and making sure that we’re on the right track and having the right mind set in order to succeed on a daily basis. What are some of things that you do help that mindset out? Amy: I think this is so important to talk about because for me, in my business because I’m running my own online business, I have a really small team, I’m doing this out of my home, it gets a little bit – not lonely, but a little bit scary because you are so alone in doing it that it’s easy to compare yourself to what everybody else is doing, and when you do that you have no idea – and Rick and I talk about this all the time, we meet at Starbucks and we do our work days, and we talk about this stuff – but no one really knows what’s behind the scenes of those businesses that you’re comparing yourself to. I have a great friend, James Wedmore, who says when you compare yourself to somebody it’s so unfair because they are at a different place in their life, different experiences, they may have kids, they may not, they may have more money than you, less money, you just don’t know. So that comparison game is so very dangerous and I have done it so many times. One thing I do is I have to check myself, “Amy, stay the course, focus on what your goals are, and do not compare yourself, but use other people as inspiration and as models and guides”, but that’s where it stops. When I check myself and say “stop”, I see my biggest work come from, meaning it was depressing and I get stuck in the place when I’m comparing and I do not do any good for anybody when I’m there. So for me, in an online world and as an Entrepreneur, that is a huge trap that you’ve got to stay away from. Rick: That really relates well to the overall concept of this show, where we have the most successful brands on in the world, and the biggest social media influencers and so forth. A lot of small businesses, I think, will listen to a show or listen to a specific episode and they start comparing themselves to Red Bull or to CNN or MTV or whoever it might be and say “gees, they’re at this point, I’m just a small business, I’m not like this”, but yet, you alluded to it, there are bits and pieces you can take out and look at and say “I like what this person or this brand is doing, I can use that for my own business”, but you’re right, it gets really dangerous when you start comparing yourself to others because you don’t know that journey. Often times you see them in their success right now but you also don’t know all the things that led up to that, where they’re at right now and they very likely struggled with the same things that you might be struggling with right now. Amy: So true. I wish we could all be a little bit more honest about the struggles, but you don’t see that a lot on Facebook and Twitter and all that, so you have to keep your head down and stay focused on your own stuff. Rick: Yeah, exactly. So speaking of your own stuff, you just wrapped up your Facebook Profit Lab launch, and you’re now well into that. You basically sold it out, you open it up a couple of times a year and it’s opening up again this fall. Take us through what Facebook Profit Lab is all about, what do people learn in the program and what are people doing right now? I want to get into a bit more about what kind of questions you are getting about Profit Lab. Take us through what people are learning in the Profit Lab. Amy: I love that we’re doing this now when you can’t even buy into the program, so it’s not like were doing this to promote something. Talking about the Profit Lab really helps you understand how to look at Facebook in a whole different way with marketing. So I appreciate you inviting me on now, because it’s quite a different take on things. The Profit Lab has really changed over the years, I’ve been doing it for three years now and it’s a six-week interactive course, but before when I offered it, it was a really great course, I got great results for my students, but it’s so much better this time around and that’s why I wanted to talk about it, because I have changed all the content to be built around seven steps. So seven steps to a profitable Facebook marketing plan. If you have a Facebook marketing plan, versus if you just market on Facebook, two very different things. In the Profit Lab I help you literally walk away with a Facebook marketing plan. Rick: I’m assuming that you’ve made these changes because Facebook has changed so much over the past few years. Amy: It has, and this is something that I know you and I have talked about a lot, but Facebook has changed so much, that we’re getting questions from people that truly – it’s hard to say this because I don’t want to sound harsh – but questions that just don’t matter. People are really concerned that Organic Reach is down on Facebook, meaning you post on your Facebook page, hardly any of your fans are going to see it in their Newsfeed, or Facebook changes their secret algorithm and now things are showing up differently. So much of that we can’t control, so people now are just turning their backs on Facebook. “Facebook doesn’t work”, “Facebook says now you have to pay to play”, “Screw that, I’m not going to participate anymore”, and those people to me, are missing out on this huge opportunity. There’s a different way to use Facebook and that’s where you’re going to see the revenue and that’s why I created the Profit Lab. Rick: In a sick kind of way, I kind of like it when people say they are going to stay away from Facebook, because that leaves more room for us, because it’s crushing it for us and for most people that we work with. So take us through the seven steps you’re talking about in Profit Lab? Amy: It’s a little bit different than you might think in terms of how to use Facebook marketing, so I want to preface this with – I use Facebook marketing every single day, to generate new fans, so a bigger community and more revenue and impact. Facebook is my number one platform for how I market my business. It’s not just that I teach Facebook, it’s literally I use Facebook to actually produce revenue for my own business. I look at it very differently than “I need to get more engagement” or “I need to get more fans” or “why isn’t Facebook working for me?” This is how I use Facebook. So, the seven steps. The first thing I do is I create a free giveaway, which I call the lead magnet. An irresistible giveaway that you know your audience would love. If you sell a physical product, it might be $10 off your first order, or free delivery, or if you’re an Info Marketer like I am, it might be a free webinar, a free video series, an e-book, a training, a cheat sheet, a checklist, I mean it can be so many different things. Rick: Before we get to step two, I think this is a topic that gets overlooked a lot in the grand scheme of talking about Facebook marketing, and really online marketing as a whole is this lead magnet, because there’s a strategy behind it, and there’s all different types of strategies, but I know that what you and I talk about a lot when it comes to lead magnets is, this stuff works. Amy: Yes. Rick: So take someone through, who is maybe thinking “do I have the right type of lead magnet for my funnel, and what I mean by funnel for those who don’t know, is – we’re going to be getting into that here in a second, that’s really what we’re talking about overall with these seven steps – but what are some steps that someone can take to figure out: If they already have a lead magnet is it the “right” type of lead magnet to have? And if they don’t already have one, how can they figure out what to have as a lead magnet? Amy: When it comes to a lead magnet, one of the easiest things to do, if you already have some ideas for one or if you’re using one and you have ideas for another, is just to ask your audience. Ask on Facebook, on Twitter, if you have an e-mail list, definitely ask them. Put together a really short survey, I love the tool popsurvey.com, where it allows you put a really quick, short survey together and get some great feedback. So you can ask your audience “out of these three free giveaways, which one do you love the most?” so you can just come out and ask them. But how to get to these three is something that’s really important to understand. Here’s how I explain to my students, how to choose a lead magnet. The first thing is, you know, what are the questions you get asked all the time based on your niche? Can you turn one of those most asked questions into a free giveaway? One of the questions I get asked the most is “how do I get more Facebook fans?” So one of my lead magnets, I have several, is a free webinar ‘How to Get More Facebook Fans”. So that’s one of the easiest ways to do if you really understand your audience and your niche and what they need. Another thing to look at is, what is a pain point? What is one of their major pain points and how can you solve it? You want to look at your lead magnet in terms of content first and then worry about the platform, meaning what is it that you need to solve and then once you figure that out, then figure out how you’re going to package it. The platform is a PDF, a webinar an audio, a video. That decision should come second. First, let’s just figure out what do they need? Another thing you want to think about is, when you create this free giveaway, how can you make sure that whatever you’re creating makes your audience realize that they need you or your business or they need the support that you’re offering? So when I teach “How to Get More Facebook Fans”, I also make sure that they get to know me and my expertise and my knowledge, so that when they’re ready to take Facebook marketing to the next level, they think of me as their solution. So you have to align it with your brand or your business. You have to make sure they understand how important it is that they have what you have to offer, even in a paid capacity. So there’s a few factors involved there. Rick: I have a follow up question to that but I think it’s going to make more sense as we go along here in these steps, so let’s go on to step two. Amy: Step two is you want to create a lead capture page, so now that you have your lead magnet, you need to create a page that actually has an opportunity for them to give you their name and e-mail in exchange for your giveaway. I know Rick, you’re a huge fan of lead pages and so am I, so hopefully you’ll link to lead pages underneath the audio. We’re obsessed with this tool, but it’s the easiest tool you can use and it does so much more than just collect names and e-mails. This is a necessity because on the Lead Capture page you’re going to talk about your free giveaway and how enticing it is, and then you’re going to give an opportunity quickly to give the name and e-mail in exchange. That’s the second step. The third step is now you’re actually going to create a Facebook post and turn it into a Facebook ad, and make sure that ad is seen in the Newsfeed and it’s seen by people that really are genuinely interested in what you’re giving away. Rick: I’m rubbing my hands together right now. Amy: This is the good stuff, right? This is what Rick really loves. This is what Rick also teaches in his program in terms of an Unpublished Page Post ad. That’s the type of ad that I teach the Profit Lab. You too, right? Rick: Yeah, exactly. I have people in my course who are also in Profit Lab and so some people might be listening to this and will be like “Why is Rick having Amy on here?” We teach different aspects Facebook, all the steps that we’re going through here, I touch on in the FB ADvantage, but you’re going to this in depth, into every step in depth, and going through it as an entire process, where as I am touching on it and saying “you need to have this in place and this is why”, but then I dive super deeply, it’s advertising, that’s what I really focus on in the FB ADvantage. Amy: What I always think is so perfect is you learn how to set up a system in the Profit Lab and when you’re ready to dive deeper in to Facebook ads, that’s where your program, Rick, comes in to place because it’s at such a deeper level than I teach the Profit Lab, I don’t go that deep. Rick: So step three is Facebook ads. Amy: Right, so you’re going to learn to create your Facebook ad. Now step four, 5 and 6 actually have to do with the Facebook ad, so you first set up your ad, like I said I call it the Unpublished Page Post ad, that’s the type of ad I use, and your ad is only promoting your lead magnet. It’s not selling anything, it’s not promoting anything in terms of paid, it’s just to promote your lead magnet and drive traffic to your Lead Capture page. So in step four I teach people how to target with Custom Audiences and Lookalike Audiences, to me that’s the way to go. We get really deep into targeting because that’s a huge piece of why most people fail at Facebook advertising in general – and then in addition to that, in step five, we talk about how much should you pay to run this campaign? So we talk about budgeting and making sure that all that is in place. Step six, we talk about how to track it. A lot of people are so concerned about a million metrics, not only just Facebook ads, but Facebook marketing in general and there’s probably two or three things that I watch out for. So in step six we talk about how you know that the lead magnet campaign that you’ve just created is really working for you in terms of the ad converting, but also making sure your audience really is responding well to your giveaway. And then step seven is something different that you don’t usually learn in Facebook marketing programs, and that is the funnel, the follow up. What happens when someone opts-in to your free giveaway? Because it doesn’t stop there because then you would never make any money. We need to then create a funnel to eventually lead them into a paid program or product or service, so I teach people how to create an e-mail marketing auto responder series that follows once they get the new lead, so that’s how I turn a new lead into a customer. I don’t do that inside of Facebook. I don’t promote directly to a sales page or sell directly on Facebook. I actually promote a free giveaway and through e-mail marketing I lead them down a funnel to actually buy. That’s what we do in the Profit Lab. Rick: So let’s talk about that, because you’re totally right. I touch on it again, it’s something that I touch on in the FB ADvantage, meaning this is an option that you definitely have to consider when setting up your overall system, but I don’t go into specifics when it comes to that follow up series, and I know you get into that in the Profit Lab. Unfortunately this isn’t something that is discussed – it’s definitely good for you in the program here – but it’s not something that’s normally discussed when we’re talking about Facebook marketing. When it comes to that really critical e-mail follow up series and the sequence leading into the eventual sale, so can you talk more about what that series looks like after they become a lead so you’ve you run the Facebook ads, they’ve become a lead for your business and then as you’re saying here, it leads into that e-mail series. What does that series look like? Amy: I’m going to share two examples with you in terms of your lead magnet and the type of person that’s going to engage in your lead magnet. The first person comes your website or sees your ad and before they buy, they need information, so that’s my type of audience, Rick’s type of audience, where before they buy our product we give a free webinar or free checklist or whatever to give them information to make sure they understand the importance of, let’s say’ Facebook advertising. We’re going to actually be their authority through free content and then promote our product. The other type of audience that you’ll find is that they’re ready to buy now. That’s somebody that’s, let’s say, is redecorating their house and they go to Crate & Barrel and they’re ready to buy, the only thing they need is a little extra push and incentive, so that’s 10% off, free delivery, buy today get 50% off whatever that might be. So there’s two different types of lead magnets that you want to think about. You likely would know which one is right for you based on what you do in your business. With that, you want to put together a sequence to follow that up, so let’s quickly use the first example, let’s say you have an info product, so the first thing is you give them a lead magnet, for me that would be a webinar. Once they go to my webinar and they check out my content, at the end of that webinar I usually promote something. So they hear about my product at the end, after I delivered, say 45 minutes of really great valuable content, so I earned the right to promote. But a lot of people won’t buy right then, they’ve never heard of me before, this is their first interaction with me, so now the e-mail sequence that follows actually adds value, so it continues to talk about the value of Facebook, while reminding them of my paid program. “If you liked this, click here”, “check it out”. I usually say “for 24 hours, you have a limited time discount so if you want to purchase my program at the discount, make sure you buy now”, so there’s an incentive and there’s some scarcity, but in the e-mails that follow, let’s say there’s four or five e-mails that follow over the next two weeks, maybe, with that you want to make sure you’re always promoting your product, while making sure they understand why they need it, making it about them, not just about you. That’s the e-mail sequence that would follow an info product type or promotion. But let’s say that you are selling a product, which I know a lot of people are, especially in the Profit Lab, this is coming up a lot – so if you’re selling a product and let’s say your lead magnet is “Give me your name and e-mail, I’ll give you 50% off your first purchase”, so what would you follow in terms of e-mail after that, because I already got them to buy? Now you want to send them e-mails and maybe make suggestions for their next purchase. How do you get them to be a repeat customer? Making suggestions, giving them ideas, anything related to your niche that they would find valuable to keep them wanting to purchase and come back for more. So it’s a different type of strategy for both. Rick: The example that you just used there, if they are getting 50% off some XYZ product, you could follow that up with maybe different ways to use it or other products that might complement that particular product. Amy: Exactly. So just get really creative with, if they’ve already used that 50% coupon, this is a perfect person to actually get them to buy again when they’re ready – it’s cheaper to keep them in your funnel versus having to go find someone new that’s never purchased. Rick: So we have our seven steps and we’ve talked about the ever critical e-mail follow up series. The follow up question I had from before – I think this is a good time to ask – we were talking about the lead magnet, and you said the second step in that lead magnet, if you will, is to figure out which platform you’re going to use, whether it’s a PDF or a video or webinar. Do you agree with the notion that the platform you choose for that should really align with what you’re going to be selling to them later on. For example, if you are going to be selling them a video course, your lead magnet should be in the form of video, or if you’re going to sell them an e-book or something like that, should it be in the form of a PDF? What do you think about that? It’s actually something you and I haven’t really talked a whole lot about, so let me get your thoughts on that. Amy: No we haven’t. I’m going to guess that you think that maybe it should be, so I want to hear your reason for that. I just got asked this in one of my VIP groups in the Profit Lab, someone asked “if I’m going to sell a video series, should my free giveaway be a video?” I personally don’t think it needs to be, I think mixing things up and doing a PDF cheat sheet in order to move them into your product, I think is kind of a great way to mix things up and keep things interesting. The reason I say this is because our friend David Siteman Garland, he does this, where he gives a cheat sheet, and when they opt-in for this cheat sheet, the next thing they get is something else free which is a three-part video series. He’s pretty aggressive in his time frame, you get the cheat sheet and I think really soon after, within days you get the three-part video series. Actually, he might wait a week, but the three-part video series comes pretty quick – like boom, boom, boom, video after video after video within a few days – and then he promotes a $1000 program, which to me is like !! He’s having great success with it and I think that’s a pretty high ticket price to do in an auto responder and he’s getting great success, so anything goes here if you’re doing it right. My point being is that his product is all video, but it starts with a cheat sheet and so I think there’s some ways around it, because here’s something you want to think about and then you tell me what you think about that question, because your giveaway, you want to make sure they consume it. If you’re in the info marketing type business and you give away a ten-part video series, if they never get through that video series, they are never going to buy. So it’s something that they need to access, get right away and dive into. If it means you have to send them a few e-mails to make sure they’re getting into that free giveaway, then do that, because it’s important they consume it, or it’s likely they’re not going to buy. Rick: I totally agree, and I think there’s some merit in thinking about – should that platform that I’m going to use for the free giveaway align with whatever my initial product is that I’m going to sell? I think that, what we’re talking about here is, you need to test out what is going to work. You mentioned David’s example there, so he gives away the checklist, the cheat sheet. I think that the over-arching theme to all this is that you have to be adding value to people. As long as you’re are adding value that people want – and you mentioned it really well, you said ‘making about them’ and ‘how what you are doing and what you are offering can help them’ – regardless of whether you’re an Information Marketer, online or you’re the corner florist, how can you help that person who’s getting your e-mail? As long as you’re focusing on that. Maybe from there, you’re testing out different platforms, again platforming in PDF video or webinar, or whatever it might be, to see which one converts the best for you, then you’re setting yourself up for success from doing that approach. Amy: I totally agree and you just made me think of something. Let’s say you are the local florist and you want to create a webinar for your giveaway, so what you want to do is sell flowers, but you’re thinking “maybe I’ll do something different and do a live webinar about flower arrangements” or whatever. There are pros and cons there. That is that most people that are going to buy a bouquet from you, don’t really care how it’s arranged. You have to be really careful getting stuck in delivering a platform that most people would not spend the time to engage in if their outcome is just to buy. I say this because there is someone in my Profit Lab, I think they sell a hair care product, but they’re thinking about creating a video on how to actually apply the product. That’s great, but make sure that it’s in a format that they will really consume, it’s quick and easy, because they are not used to watching a video before they actually buy. I think you have to be really careful with that, worth experimenting with, but also being very aware of their behaviors and what does it take to get them to buy? Rick: Totally. Now you have mentioned a few times here, you brought up some questions that you are getting in Profit Lab, so would you be up for discussing some of the more common questions that you are getting in Profit Lab? Amy: Yeah! Rick: I think if these are common questions that are coming up on a regular basis, a lot of listeners of the show can benefit from those questions also, and what those answers are. So let’s maybe take the top three to five questions that you’re getting the most in Profit Lab right now. Amy: OK, so the first one is really simple. I say “the first” because it just came to mind, but this one does come up a lot, in any Facebook program I teach. It has nothing to do with ads, but it is important. A lot of people get very confused with the difference between their profile and their page and why they would use one over the other. You’ve had this experience, right? Rick: Sure. Amy: Not you personally, I mean your students. So when you create a Facebook account, you’re creating your profile. By Facebook guidelines you should only have one profile, and that is in your own personal name, first and last name. You are only supposed to have one, and that’s where your friends connect with you. The thing is most people are saying “I get way more engagement on my profile than I ever do on my business page so I think the profile works better”. I always say two things: It’s probably working better for you because you are spending more time there, so when you gravitate toward your profile and post in there more, of course you’re going to get more engagement there. But the reason that’s not the best business decision is because: Facebook pages are indexed by Google. You’re not running ads to your profile. You can’t, only ads your Facebook page and connected with your page. You want to set up shop on Facebook. You want to look the part, you want to look professional. On a Facebook business page, you’ve got your cover photo of course, but then if you want you can use your Facebook custom apps to market your business in different ways, and it’s a place that’s totally OK for you to talk about business as much as you want. You don’t necessarily want to promote all the time and sell, but it is your business storefront on Facebook. Using your profile for that is mixing things up and you’re limiting yourself because you can only have 5000 friends. On Facebook pages you can have unlimited Facebook fans. There’s just so many different ways to use your Facebook page, that I say spend most of your time there and really build your base there. It might take a little while but persistence actually works really well on Facebook when you continue at it. Rick: For sure. As you were talking there, I thought about how I met my wife, Amy. Amy: Yes, I know this story! Rick: Because you said that your Facebook page is indexed by Google. Actually I have never talked about this on the show. Amy: You all want to here how Rick’s a stalker?! Rick: I will give the Reader’s Digest version of how I met my wife, Amy. For those who don’t know, I’m married to Amy Clover from stronginsideout.com and I met Amy by – yes I may have stalker here a bit – at the time she was a personal trainer in a corporate gym in Los Angeles and I was going to the gym. I like to say that I noticed her from afar for a while. She says I stalked her for a while. At this gym they have plaques on the wall of all the trainers and so forth, so being the inquisitive person that I am, I went down and I found out what her name was. I come from a little bit of a fitness background myself, so I was curious to see what her background was. I went home and Google’d her and the first thing that came up was her Facebook profile. It turned out that we had – this is almost 4 years ago – we had recommended friends up in the upper right-hand corner of the page and we actually had a mutual friend. I hadn’t talked this mutual friend in like two years. I Facebook messaged her out of the blue, I didn’t even catch up with her, I was just like “Hey, what’s up? There’s this girl that I think you know based on the Facebook profile here”. I told here who it was, and I asked “What do you know about her because I’ve seen her at the gym and she’s really hot and I want to know more about her!” Long story short is, she made that connection and now we’re married four years later. Amy: So Facebook is definitely a place for love! Rick: Exactly! Side tracked there! Let’s move on to the next question that you’re getting a lot of in Profit Lab. Amy: OK, so let’s see here, another question I get asked a lot – I have one in mind but we kind of covered it, so let me think of some other questions that are coming up – OK, so a lot of people are very concerned about how many fans they have and how much engagement they’re getting and what that metric means ‘people talking about this’ – that’s a metric on your Facebook page – and they want to know what certain metrics mean inside Facebook. Rick, I want you to take it from here. I always feel bad because I want to be harsh, but it’s not my personality. How do we best explain this? When those questions come up, what is your first thought? Rick: When people are looking at the ‘people talking about this’? Amy: Yeah, or metrics. You know, “I only got 500 reach on this” and “I tried to do this and I only got 10 likes”, those kind of questions. Rick: Quit it! Quit worrying about that stuff. Amy: And it’s so hard for me to say because I teach Facebook and I know a lot of like that Facebook spend a lot of time talking about all of that. I guess I’m just trying to be a little bit bolder in my message because I know that it works if you do stop focusing on that. A lot of that just doesn’t matter if you’re really focused on building your e-mail list and making money. Stats don’t matter. Rick: It really comes down to, you have to really step back and think about why you’re on Facebook in the first place. What’s your goal of being on Facebook as a business in the first place? You just hit it. You said “Why are you there in the first place? You’re there for your business and generating leads and sales, you have a goal, you have an objective”. When you’re thinking about from that perspective, worrying about the Reach numbers and the “people talking about this’, that becomes less important. Is it a big deal that Reach has plummeted over the past 6-8 months? Sure, that’s affected things, but there’s still over 1.2 billion people on Facebook, I think the latest number is close to 800 million of which are on there every single day. It’s an enormous opportunity to reach your exact target customer. Everything that we’re talking about here is – there are ways to do it – we’re going to talk about something here in a second that I know that you get asked a lot about, I get asked a lot about. People start questioning his numbers and so forth and they get bogged down with that rather than thinking about the big picture and why they’re really there in the first place. Amy: What was the other thing that you were just referring to, because I want to say one more thing? Rick: Facebook fraud video. Amy: Oh good, no I wasn’t going to go there yet. That will be our next run. One of the things that I get asked a lot as well is a bunch of ad metrics. Some of the metrics are important and I know you dive into that in your program more than I do, but some of the metrics are really important. One thing I know for sure is that if I’m running Facebook ads, here’s what I really care about… How much am I paying per lead? Because I really only run ads to build my e-mail list, and then how much am I paying per customer? If I spent $500 this month on ads, how many of those people actually turn into a customer? So if it was 10 people turning into a customer and I spent $500, that would be 50, right Rick? I’m doing my math right? I’m terrible at math and even stupid equations like that I’m embarrassed to say in case I’m wrong. Anyway, it would be $50 per customer. That’s pretty good when you think of the lifetime of the customer. It cost you $50 to get that customer. So those are the numbers that I look at the most. A lot of the other ones I don’t even pay attention to, and I’ve seen success over and over again for me and my student so I just really want to put that out there because you likely are worrying about things that really don’t matter, but when you get focused on what you’re doing in your business to reach the goals that you want to get to, building your e-mail list and turning those leads into revenue, that’s really where it’s at. Just a little pep talk there. Rick: I’m so glad you brought that up because that’s another thing that doesn’t get discussed a whole lot when it comes to looking at – really this is a whole overall advertising topic that if you are advertising, not just Facebook, but in general, you need to know, because we both get asked all the time “How much money should I spend on my ads?” There is an easy answer to it but then there’s a general answer you can use for that, but to really get to the heart of that you have to go through the exercise that you just talked about – if I’ve spent X amount of dollars this month and out of that, $500 or whatever, or even $100, let’s just say that I spend $100 over the next two weeks, how many customers did I get out of that? Within that you’re looking at what your cost per conversion was and then what you actually sold to them to become a customer. If your product was a $100 product and you sold 10 of them, you’ve just made $500 off of that. So it really comes down to looking at that overall, doing an exercise and breaking the numbers down and trying not to over complicate it. A lot of people hear that and say “I don’t know how to figure all that out” but it’s really just breaking it down – how much did I spend? How much is it costing me to get a new lead? And then how many customers am I getting out of this entire campaign? That is what will help you answer how much you should spend on your ads. I know that you and I get the same question all the time. This goes back to the discussion we had before about comparing ourselves to others. These people read all the time that people are getting $1 and $2 leads or whatever it might be. You really can’t compare yourself to other people because there’s different circumstances, different targeting, different industry, different niches, different types of ads, all different factors that really factor into the overall equation. You might be getting a $10 lead, but the customer is worth $100 to you, so that $10 lead is very, very good. Essentially you need to break it down and do that exercise that you just went through with Amy, look at the numbers and not getting bogged down with – click through rate is one that we get a lot as far as questions, “What’s a good click through rate?” Well, while click through rate it is important, it really comes down to, if your goal is conversions and getting people to opt-in or whatever it might be, then the click through rate is not going to be as important as the conversion rate number. But if your goal is driving traffic to your site, it’s understanding your objective to understand better what types of metrics that you should looking at. I’m really glad that you brought that up. Let’s hit the third point here. Amy: Are we going to talk about the fraud video? Rick: Sure, you want to talk about that now? Amy: OK, so this always comes up in any of my paid programs, when I have a VIP group. When I do a VIP group, you get access to a Facebook group with me. One of the very first questions that always pops up is “What do you think about this video, and really should we be running Facebook ads with these kind of horrible results?” and they link to a YouTube video all about Facebook fraud. Rick: So for those people who don’t know what this Facebook fraud is, we were recording this in mid-May and this started making its rounds earlier this year. Early 2014 became quite viral and everyone was talking about it. I forget the guys name or the company’s name that was behind it, but it was essentially a video talking about how the likes that you get, the fans that you’re getting on Facebook are coming from click farms, these are groups of people from all over the world who just click on ads and like fan pages. This video is questioning the integrity of the quality of fans that people are getting on Facebook when they want to grow their page. I’m giving the real high-level view of this, but they are basically saying that when people want to grow their fan pages and get more fans and likes and so forth, that the people that they’re actually getting are completely 100% irrelevant to their business. They get into this and they show some examples from a couple years ago. Everybody is up in arms and of course everybody loves to jump on Facebook and bash on it, so this just lit that fire, if you will. You and I both get this question, it gets brought up a lot. As soon as I opened FB ADvantage, that was one of the first questions I got in the Facebook group. It was “What do you think about this? How should we be reacting to it?” That’s the background, take it from here. Amy: Before I even get into that, one thing is that a lot of times, people are looking to make Facebook the bad guy. This just happened in my group the other day where someone was getting some type of results that weren’t adding up in her mind and she said “I wonder if Facebook is just faking these numbers”. You have to really look at it and be really realistic. This is now a publicly traded business and I’m pretty sure that they’re not going to be making up a bunch of metrics inside our ads dashboard to make us think one way or the other. That’s really not realistic. Of course it could happen I guess, but let’s be honest, is likely not happening. So you have to put the trust factor in check a little bit. When people jumped on this bandwagon, they were looking for something to say “Look I told you, Facebook doesn’t work!” The reason why people are getting those horrible likes from the Like Farms, or whatever they call it, is because people are not targeting their ads in a really strategic way. Would you agree with that Rick? Rick: 100% Amy: OK, so it’s 100% about how you target. The coolest thing ever is that I used to teach targeting in a very different way. Just months ago, I would teach targeting in a way to target other Facebook fans on fan pages, so you can target, let’s say socialmediaexaminer’s fans and make sure your ad gets seen by those people, and there’s a great alignment with my type of product and the audience that’s on socialmediaexaminer’s. So that was a really great way to target. Even months ago if I taught that it’s one way to battle this big controversy of getting bad likes, because you’re not targeting smart. However, Facebook has made that totally different in terms of Custom Audiences and Lookalike Audiences, you agree? Rick: Yeah, 100%, and I’m going to do a part two podcast episode and dive much deeper into the Facebook ads stuff and Custom Audiences and Lookalike Audiences and so forth. But 100% agree with you that – look, there were some merits, I think, to this fraud video. There were some things in there that I agreed with, but for the most part, you really have to take a step back and ask – if you were clicking that button that says ‘Promote my Page’ or, I forget exactly what it says, it’s a button that Facebook has that says ‘Get More Fans for Your Page’, you click that button and set it up right there. It’s within two clicks, I think it is, and you’re running a Like campaign for your page. It’s super untargeted and when you do that you’re asking for that. You’re asking to get those fans and those likes from people that are completed irrelevant to the audience that you want to attract to your page. That part I agree with, if you’re going to do that, you are very likely to get irrelevant fans, but it really comes down to if you were targeting correctly and running these campaigns and reaching for example, like you said, pages that are relevant to your business, you are much more likely to succeed with that and it makes this whole propaganda video really quite irrelevant. Amy: 100%. I’m so glad we brought that up. Rick: So, any other common questions that you’re getting from the Profit Lab people? Amy: Let me think… One question that comes up a lot is that if they create a lead magnet, so this free giveaway, should they be directing their ad traffic to a webpage outside of Facebook, a lead capture page, or inside of Facebook on a custom app? Rick: Good question. Amy: Yeah, this is a great question. My first answer is, you want to experiment. I would definitely try both. But here’s what’s interesting, as you know, Facebook is changing the layout of Facebook pages. Some of my students already have and I don’t, which is so frustrating. Rick: I don’t have it either. Any: You don’t have it, OK. So it doesn’t make me feel so bad, but I’m like “come on Facebook, you’re making it look bad!” The new layout is actually pretty cool, I think there are some perks to it for sure, but the custom apps that you usually see on the old layout, you’ll see those boxes across the top. The first box is always photos and then you can move around the others. I will say unless you’re driving traffic to the custom apps, they pretty much don’t work. People aren’t clicking on them and seeing what’s inside those custom apps on your Facebook page. They are like mini websites you can create. With the new layout, they are not even boxes anymore. You’re hardly even going to see them. So, it’s a great question to ask though because if you’re running ads, then of course you’re running traffic to them. Now Lead Pages, the tool that Rick and I use, actually have a feature where you can create a lead page and it can live outside of Facebook, but with the click of a button, that lead page could now go inside a Facebook custom app. It literally takes three clicks to make it happen. Rick: I was just going to say I think it was two. Amy: It might be less, right? Rick: It’s two or three clicks, it’s amazing. Amy: It kind of blows my mind. They actually have a new video out, you maybe want to link this Rick, because it’s so cool. It’s a video that shows people different types of – they just created a
48 minutes | May 7, 2014
ISM 050: Small Biz Social Media Strategies for Today’s Changing Landscape with Ford’s Scott Monty
In this episode of the Inside Social Media podcast, I welcome back Ford’s Global Head of Social Media, Scott Monty. And today we’re celebrating episode #50! Cue the french horns! Someone recently asked me what my goal was when I first launched this podcast. I told him my goal was just to even see if this format can work; can I get the biggest brands and social media influencers to come on the show every week to talk about what they’re doing well in social media with the angle of how small business? So, that’s why this is such a big milestone here for the podcast — we’ve had some of the most successful brands here on the show including the likes of Ford, McDonald’s, Coca-Cola, Walmart, CNN, Whole Foods, Ben & Jerry’s, MTV, Red Bull and influencers like Gary Vaynerchuk, Ted Rubin, Neil Patel and others. And we’ve been able to have this conversation week and week out. So, I want to start by saying thank you. Thank you for listening every week and supporting the show. I do this podcast for you and it’s when I get the tweets or emails or Facebook messages about how much you appreciate this show…that’s what makes it all worthwhile. And to celebrate today? I’ve invited Ford’s Global Head of Social Media, Scott Monty BACK to the show. Scott’s my first returning guest as he was my very first guest in episode #1. The episode with Scott is also the most downloaded of all the episodes. So when I was thinking about ways to celebrate #50, I thought what better way than to bring back Scott and talk about how social media for small businesses has changed since we last spoke a year ago and also discuss what’s going on now in social and how you can benefit from it. Click here to subscribe to the podcast on iTunes Specifically, In this Episode You’ll Learn… How you can take advantage of the current trends in social media that most affect small businesses. Scott’s thoughts on all the changes with Facebook’s reach for businesses, or lack thereof, and how you should now be looking at Facebook’s place in your business’ marketing. We talk about the “Fingers on a 4×4” promotion that ran with Jimmy Fallon and the tonight show. There are some great lessons here for small businesses. You’ll hear that you don’t need to be a brand like Ford in order to do something like this. I also get Scott’s thoughts on the backlash around the well-intentioned but poorly executed New York City Police Dept’s Twitter initiative and what we can learn from that. And a whole lot more with Scott! Episode Resources Scott’s web site: http://www.scottmonty.com/ Scott on Twitter: https://twitter.com/ScottMonty Ford’s Social Web Site: http://social.ford.com/ Ford’s Automotive Web Site: http://www.ford.com/ Ford on Facebook: https://www.facebook.com/ford Ford on Twitter: https://twitter.com/Ford Scott’s first appearance on Inside Social Media: https://rickmulready.com/scott-monty-ford-social-media-strategy/ Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: Small Business Social Media Strategies with Scott Monty Overview: The value in building relationships with your customers and staying connected to pop culture. Why the fundamentals of social media engagement are just as important to today’s success as they have been in the past. Why the smart place to invest your budget is in all aspects of content from creation to dissemination, no matter what social media platform you’re utilizing. How small businesses can make use of the collaborative economy to provide better value and a better overall customer experience for their clients. On Trends Happening in Social Media In The Next 1-2 years… Content is absolutely key — quality OVER quantity. At Ford, they created behind-the-scenes videos for their Ford Mustang anniversary celebration, but not every week. As a small business, it is vital to use more data to drive your decision-making and content creation process. This is more important than it ever has been according to Scott. To find that data, take a quick readout of links to your web site, your videos and all the assets on your social channels. Look at what are people engaging with and what are they not. Then use that data to drive your content creation and sharing. As you master using that data, find ways to provide personalized and or customized customer experiences for your audience based on that data and their past interactions with you. More and more people are looking for that kind of interaction with brands. On Jimmy Fallon of The Tonight Show’s Fingers on a 4×4 Contest And How Small Businesses Can Model Similar Strategies… It’s extremely important to build relationships with your followers, they can be your eyes and ears in the world and hear or see what you might miss. Ford discovered this when someone Tweeted them saying Jimmy Fallon of The Tonight Show was looking for a truck; Scott wasn’t watching that episode of The Tonight Show and would’ve missed the opportunity otherwise. Ford took advantage of the opportunity and connected quickly; another valuable lesson for small business owners. They sent Jimmy 3rd party content to prove to Jimmy why he should buy a Ford 2015. You can do the same thing: provide an unbias third party endorsement of your service or products. The biggest lesson small businesses can take away from this: always be listening and be cognizant of the pop culture world. When you see an opportunity that is relevant to your business, act on it. On Facebook’s Changes to Organic Reach and How Small Businesses Can Work With The New “Pay to Play” Changes… It’s simple: you’re going to have to pay something to have your content seen more widely on Facebook. Be sure you are promoting with the best possible content. Be sure you have good content and an appropriate cadence to your content. Don’t overdo it; there is only so much bandwidth on Facebook so people’s newsfeeds are showing more and more ads. Spend your budget wisely on Facebook. Rather than spending it all on ineffectual ads and acquiring fans, put your money behind your good content. On The 3 Things To Do To Leverage Social Media on a Small Business Budget… One of the first things a business can do is to open a twitter account or plug in search terms. Search keywords that are important to your business, the issues you believe your business addresses and that you think people will use to find you or your competition. This is like creating your own focus group, and listening in through a one-way mirror. create a few listening posts to give you a sense of what the opportunity is before you. Second, if there is a market for you and your business based on the research you’ve done, next you can look into any associated research. This will help you understand what platforms will work best to find your target audience. You want to know where your people are spending their time socially, so you can connect with them there. Third, you must answer the question: What can you do as a business owner to mitigate the lack of control you have in certain arenas like Facebook? You have to build your content, craft your story in such a way that you bring people to your web site, the space you own. You have to concentrate on your hub (your store back home) first, then build your social media spokes out from there. The post ISM 050: Small Biz Social Media Strategies for Today’s Changing Landscape with Ford’s Scott Monty appeared first on Rick Mulready.
50 minutes | Apr 18, 2014
ISM 049: Whole Foods’ Winning Pinterest & Hyper-Local Social Media Strategies with Natanya Anderson
In this episode of the Inside Social Media podcast, I welcome Whole Foods Market Director of Social Media & Digital Marketing, Natanya Anderson. I’ve had a lot of requests to have Whole Foods on the podcast and Natanya and I have been working on scheduling this interview for quite a while. So, I’m psyched to welcome her to the show today. Whole Foods is in a unique position in that not only do they market on a brand level but they also have 350+ individual stores which each have their own community and social media marketing presence. And, their social strategies at the brand and local levels are unique. In this episode we get into how Natanya and her team handle these hyper-local vs brand strategies and the challenges that they present. We also dive deep into Whole Foods’ industry award-winning Pinterest strategy, covering exactly how you can model and apply their strategies to your small business. Click here to subscribe to the podcast on iTunes Specifically, In this Episode You’ll Learn… You’ll learn how Whole Foods differentiates the value it provides on social media at both the brand and local store levels. Natanya shares how she and her team are quantifying their efforts and trying to determine a value for their social media. We talk about how small businesses can overcome the frustrations that come with the recent changes to Facebook’s organic reach. And we dive head first into Whole Foods’ award winning Pinterest strategy and Natanya really breaks it down for how small businesses can model and apply these strategies. And a whole lot more with Natanya! Episode Resources Natanya on Twitter: https://twitter.com/NatanyaP Natanya on Facebook: https://www.facebook.com/natanya.anderson?fref=ts Whole Foods on Facebook: https://www.facebook.com/wholefoods Whole Foods on Twitter: https://twitter.com/wholefoods/ Whole Foods on Pinterest: http://www.pinterest.com/wholefoods/ Shorty Awards: http://shortyawards.com/ Whole Foods web site: http://www.wholefoodsmarket.com/ Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: Whole Foods Social Media — Hyper-Local vs Brand Level Overview: The importance of establishing and connecting with your customers on a community level for greater retention and brand trust. How to present your brand in social media the same way you interact with your customers in person. Whole Foods’ keys to successfully leveraging their social media communities to drive that audience to their web site. Three questions to ask yourself when choosing which social media platform is right for you and your business. On Leveraging Social Media Engagement for Greater Web Site Traffic… It’s absolutely critical to create a plan to engage your audience on social media and then to create a plan to move them from Facebook, Twitter, or other platforms and get them to your own site so you have their undivided attention. When you move your audience into your owned spaces, it gives you a chance to have extended conversations with them. You can share a blog post or a video with them, something that provides value and furthers your relationship with them. It’s really important to be thinking about not just having a relationship with a customer on a social network, but how are you then bringing that person into your own spaces? Have a contigency plan. As organic reach drops, you have to remember you don’t have 100% control and ownership of the online space where you are creating your community; you will always at the mercy of the people who do have 100% control & ownership of that social media platform. On How to Choose The Right Platform When You’re Getting Started in Social Media… Ask your customers: where do you like to hang out and be social online? After you know where your audience is, do some work to understand the audiences in those channels. How do people interact on this particular channel? What is said, what is shared, what isn’t acceptable? Understand the channels that fit your business well. To do so, look at the kind of content that’s posted in each channel and ask yourself how does my story fit in that channel? On How to Partner With Other People, Companies and Organizations as a Small Business… One of the first things you can do is gather a group of 5-6 people together, all of whom share a passion and then build a “board” around that passion. You’ve now created the foundation for additional bigger partnerships. Consider whether partnering with local non-profits would be relevant for your business. Is doing so a way to be exposed to that non-profit’s audience in a different and beneficial way? You can also find local bloggers, preferably ones who compliment your business. Find those you have shared interests with and invite them to pin on your Pinterest board or create another mutually beneficial way to work together. On The 3 Things To Do To Leverage Social Media on a Small Budget… Ask yourself: what stories do you have to tell? And what kind of social media community do those stories resonate with? What do you have to offer that community and how are you going to make that useful for your social media audience? Decide how much time you’re willing to commit every day & every week to social media. and be honest with yourself about it. Then choose accordingly. If you only have 15 minutes a day, don’t choose 4 social media platforms! And finally, listen before you talk on your platform. Before you join a social channel or run a campaign, listen to who is on that channel, how they are speaking and what are the kinds of conversations people are having? What’s the vernacular people are using? Be sure you know so you can fit in and connect with ease. The post ISM 049: Whole Foods’ Winning Pinterest & Hyper-Local Social Media Strategies with Natanya Anderson appeared first on Rick Mulready.
52 minutes | Apr 7, 2014
ISM 048: Keys to Small Business Social Media Success with the International Olympic Committee’s Alex Huot
In this episode of the Inside Social Media podcast, I welcome the International Olympic Committee’s head of social media, Alex Huot. I reached out to the IOC’s communications team right after the Winter Games wrapped up as I thought their work in Sochi would be a great case study for we small businesses to learn from. It seemed that with these Games in particular, in addition to all the great story-lines, they had to deal with considerable negative publicity around Russian political memes and alleged poor conditions in Sochi. A picture is worth a thousand words, as they say, and images from the Games and the city seemed to be everywhere you looked online. For Alex and his team, the Olympics present a unique challenge in social media because not only do they need a presence on the primary platforms like Facebook, Twitter, Instagram, etc. but they also need to build a presence on the host country’s social platforms. In this episode we get into how the IOC chooses these platforms to be on and Alex shares tips and strategies for how small businesses can maximize their social media presence within the limited time they often have. Click here to subscribe to the podcast on iTunes Specifically, In this Episode You’ll Learn… How to leverage social media when dealing with negative publicity about your business or industry. Alex shares tips for maximizing social media efforts when putting on a business event. You’ll get a behind the scenes look at the social strategy behind the Sochi Games. We get into the Dos and Don’ts of the major social platforms. You’ll hear Alex’s biggest takeaways for he and his team now that the Sochi games are over and they head into the Summer Games in Rio in 2016. And a whole lot more with Alex! Episode Resources Alex on Twitter: https://twitter.com/alexhuot Alex on Facebook: https://www.facebook.com/alexhuot IOC on Facebook: https://www.facebook.com/olympics IOC on Twitter: https://twitter.com/olympics IOC on Instagram: http://instagram.com/olympics IOC on FourSquare: https://foursquare.com/olympics IOC on Google Plus: https://plus.google.com/s/olympics Olympic Athletes’ Hub: https://hub.olympic.org/ Sprout Social: http://sproutsocial.com/ Social Bro: http://www.socialbro.com/ Social Bakers: http://www.socialbakers.com/ Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: IOC Social Media Lessons with Alex Huot The necessity of using multiple social media platforms; there is no one size-fits-all platform that works for everyone in every scenario. Before you even begin to build your social media presence, ask yourself what you want to get out of it? And from there, create a communication strategy that outlines the best platforms for your product, how you will create content for those platforms and how you will fund your entire plan. The success the IOC had in using regional social media in Socchi, and the success small businesses can have in applying the same strategy to their local outlets. The keys to choosing the proper social media channel for your product or service: don’t try to use them all. Start with one or two, find out if you are reaching your audience and move on to a different platform if you aren’t. On the Do’s and Don’ts of the Top Social Media Channels… There are nuances to each platform and different audiences for each platform, but you must be authentic wherever you connect with your audience. Don’t think you have to be everywhere at once. Take some time to sort out which channel best serves your customers and it will be the one that best serves you. Never, ever try to be something or someone you are not in the social media world. Your audience will see right through it. Always be providing relevant and great content, and always be engaged. On How to Deal with Poor Publicity & Being Proactive vs Reactive on Social Media… Social media is a communication channel that provides freedom for individuals to share their opinions. Respect it as such and welcome the opportunity to hear from your customers about what’s working and what’s not working with your business. When using social media, it’s vital to be asking the question: “What am I providing for my audience?” As a small business owner, you must understand the landscape of the social media tool you are using. And then be sure your point of view is clear so your audience can engage with you. With that clear point of view, you can avoid many problems. A vital component of dealing with any kind of publicity is the education of your audience, and your own education about the social media platform you are using to connect and communicate with. Remember different platforms have different audiences. On the Components of a Successful Social Media Strategy… To run a successful social media campaign, you have to begin by knowing why you do what you do, who you serve and how you serve them. Knowing those fundamentals will focus your efforts. Find ways to intimately connect with your audience and your customers; use social media to share a behind-the-scenes look at your business. Let people see the real you. Photos provide an authentic look and a personal connection on the appropriate platform. On How to Choose the Best Social Platform for Your Small Business… Your first step should be to take a step back and refocus on your product or service. Now ask yourself where you can find a really great place to help your product sell? For example, is it a visual product? Perhaps Instagram would make sense. Now track your results. Are you getting the results you want? If yes, continue what you’re doing. If not, search for a new platform that is a better fit for you. The name of the game in social media is authenticity and innovation. Be authentically you and your brand, then find an innovative way to spread the message of your product or service. Social media can and does go viral: innovation is the way to make that happen for you. The post ISM 048: Keys to Small Business Social Media Success with the International Olympic Committee’s Alex Huot appeared first on Rick Mulready.
12 minutes | Mar 27, 2014
[Audio Blog] adidas Social Media Success with Lia Vakoutis, Head of Digital Strategy at adidas America
In this Audio Blog episode, I share an interview I did with Lia Vakoutis, Head of Digital Strategy for adidas America. Lia shares a behind-the-scenes look at the brand’s social media strategy, giving specific campaign examples and strategies for finding where your customers hangout online so that you can engage with them in those places. Adidas does a masterful job in using the appropriate social platforms to “give fans access to the brand that they wouldn’t be able to get anywhere else.” There’s so much we can learn from what adidas is doing in social. And as entrepreneurs and small businesses, we can model their success for our own business with little to no budget. This original written blog post first ran here on the site. Why An Audio Blog? It’s pretty simple, really. Today, people love to consume content in many different ways — audio, video, written… We all have our preferences, so whenever it makes sense to create content in the different formats, I’m going to do it. I’d love to hear your feedback, do you like this format? Let me know in the Comments below. Click here to read the original article Use social media to find out where your customers are online, listen to them, and then add value with your message that relates to them. The post [Audio Blog] adidas Social Media Success with Lia Vakoutis, Head of Digital Strategy at adidas America appeared first on Rick Mulready.
40 minutes | Mar 24, 2014
ISM 047: Outsourcing Your Way to Social Business Success with Chris Ducker
In this episode of the Inside Social Media podcast, I talk with Chris Ducker. Chris is an entrepreneur, author, speaker, podcaster and one of the foremost experts on outsourcing. I’ve been friends with Chris for a bit over a year now and I asked him to come on the show because the topic of outsourcing and social media tends to come up a lot in conversations that I have entrepreneurs and small businesses. Specifically, should you do it? Is it something you should be doing yourself as the owner of your business? Click here to subscribe to the podcast on iTunes More About This Show As business owners, many of us suffer from “superhero syndrome”, a term that Chris uses to describe our thinking we should be doing everything in our business. We’re afraid to give up any control, even if it means it will actually grow our business. Chris and I break down exactly how working with a virtual assistant can take your social and content marketing to the next level. He shares how outsourcing tasks in these vital parts of your business can be the difference between your customers finding and sharing your content and not being exposed to it at all. There’s a lot of different directions we can take a topic like outsourcing, but today you’ll learn: If social media is something you should be outsourcing for your business and if it is, how best to do it. You’ll learn the biggest mistake businesses make when outsourcing their social media How virtual assistants can be the difference between people finding your business and sharing your content. We talk about different ways to repurpose the content that you’re already creating and the role virtual assistants can play in that. And a whole lot more here with Chris. Oh, and make sure to listen to the end of the interview because we’re going to share how you can win a copy of Chris’ new book! Episode Resources Follow Chris on: Twitter Google+ Facebook ChrisDucker.com Chris’ New Book Virtual Freedom: How to Work with Virtual Staff to Buy More Time, Become More Productive, and Build Your Dream Business (affiliate) Chris’ New Business Podcast Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: Outsourcing Social Media with Chris Ducker Time is our most valuable commodity as entrepreneurs. If we’re wasting our time, we are killing our businesses slowly. “Superhero-syndrome” mentality is killing businesses and entrepreneurs. Social is about being social — it’s about taking the conversation away from the blog or away from the podcast or youtube channel. You gotta be where your audience is and that aligns with your business objective, even though you may not enjoy the platform. Chris’ new book, Virtual Freedom, is the essential field guide to virtual assistants and outsourcing the right way. On the Role Outsourcing Plays In Social Media, Content Marketing, and Content Creation… Your VA can put together prescheduled social media updates but YOU have the final say and approval on the brand voice and messaging. A big mistake companies make who outsource their social media is they don’t check back in with their social accounts to engage with their followers/fans. When it comes to content marketing, virtual assistants can be the difference between people finding you and sharing you and remembering you and not. There are only so many hours in the day. YOU should be the creator. Once it’s done, you can turn the marketing and repurposing over to VAs. Ideas for the Ways Virtual Assistants Can Help with Content Marketing… There are so many things VAs can do to repurpose and market your content You create a podcast episode > VA transcribes podcast > turn transcription into 3 blog post series on your blog > which turns articles into a SlideShare presentation You could turn a video of a live presentation you’ve done and cut it down into 4-5 shorter video clips and market Creating podcasts and videos are great but if you’re leaving it at just that, you’re doing yourself a massive injustice. On What You, As the Business Owner, Should Not Be Focusing On… Handling emails. Updating social media statuses. Ideas for Working with Virtual Assistants for Managing Your Social Media… A couple of posts are pre-planned out for the entire week ahead. VA’s job: puts together proposed posts for the week and schedules tweets and posts. Your job: review; make tweaks if necessary; and send approvals, ready for scheduling. The post ISM 047: Outsourcing Your Way to Social Business Success with Chris Ducker appeared first on Rick Mulready.
12 minutes | Mar 19, 2014
[Audio Blog] 3 Strategies for Finding Your Customers with Social Media
This article was originally written for SocialMediaExaminer.com. Do you need a strategy to reach your ideal prospects with social media? Are you overwhelmed by all the social media options? If so, you’re not alone. Social media overwhelm is one of the biggest challenges businesses face. In this article, I’m going to show you three social media strategies so you can focus your efforts on the channels that best align with your business objective and target audience. The Simple Solution Fortunately, there’s a simple solution for it: only focus on where your customers are. Once you find out where your customers are on social media, it becomes easier tocome up with a strategy that will help you find your future customers. Here are three strategies you should consider: Strategy #1: Ask Your Customers Asking is the low-hanging fruit that’s easy for small business owners to overlook. It’s such a simple thing to do and allows you to further cement the personal connection you have with your customers. If you have a brick-and-mortar business, when your customers visit your location, ask whether they use social media. If you have another type of business, figure out the best time and place to ask your customers whether they use social media. If they do use social media, ask them what channels they spend their time on. Is it Facebook? Pinterest? Maybe it’s LinkedIn. Maybe they don’t even use social media. By asking, you’d know. If your customers are using social media, take it a step further and ask them how they like to be engaged on those channels. This will give you invaluable insight into how you can best add value in a way they’ll find useful. You can also take the same approach if your business is online. Most online businesses have an email list. Send your customer contacts an email and ask the same questions. It doesn’t have to be the subject of an entire email, necessarily; just a simple “P.S.” at the end of your weekly newsletter or part of a quarterly survey you send out should work wonders. Implementing this strategy can separate you and your business from your competitors, because so few businesses make the effort to ask. Asking removes any assumptions you may have about where your customers are hanging out online and shows them how much you care. This is an easy way to get the important information you need to set up a successful social media strategy for your business. Strategy #2: Use Google Alerts (or Mention.net) I’m sure you’ve heard of Google Alerts, but are you using them? Have you tried Mention.net? If not, you’re missing a simple and free way to monitor what’s going on in your industry and find where your customers are online. Google Alerts are updates you can set up in Google that allow you to keep track of a specific topic anytime it’s mentioned on the web. For example, you can monitor if you or your business is mentioned across the web or keep track of industry news. When there’s a mention of your topic, you receive an email with a link to that search result. How does this help with finding your customers social media? Say you’re a small toy company that specializes in locally made wooden toys. You have an online presence but want to expand it and you think that social media might be an effective strategy. You’re unsure, though, which channels your target audience is using. You could use Google Alerts to find this out. You decide to enter “birthday gift ideas for kids” as a search query in Google Alerts. And the results show Pinterest boards and articles on “mommy blogs” that are relevant to your business. When checking out the Pinterest board, you also find several other boards that are similar to your niche. Bingo! Pinterest may be one social channel you want to focus on. Here’s how to set up your Google Alerts: Go to Google Alerts. Enter the term or phrase you want to monitor in the Search Query field. Choose the type of results you’d like to get in the Result Type field. (I recommend starting out with “Everything.” You can always change it once you see the type of results you’re getting.) Then choose how often you want to receive the results, how many results you want (I recommend “Only the best results”) and the email where you want to receive them. Google Alerts require a little market research, but can get you the valuable information you need to find the social media strategy that works best for your business. Strategy #3: Use the Search Function Within Social Channels Sometimes you may want to take a deeper dive into researching your customerson a specific social media platform. Or you may love using a certain social platform and want to know whether your customers are there too. You can use the platform’s search functionality to quickly find out if your customers use the same one. Each social channel has a search function that gives you the opportunity to instantly determine whether your customers are using it. And this can be as simple as entering the names of some of your customers in the search box on the social platform. You can also search on things like your niche topic, relevant industry leaders, brands within your niche and any competitors you might have. Using the search function is another simple and effective strategy that’s often overlooked, yet it will give you great insight into whether your customers are actively using that platform. If you have a large customer base, consider pulling together a short list selection of the typical customers you want to reach on social media, and then search for them on a social media platform. This would give you information to work with. Use the Google+ Communities Search: Or use the LinkedIn Search: Twitter’s Advanced Search is especially effective because not only can you search by all the attributes mentioned above, you can also search within a specific geographic region. Remember to stay up to date with changes on your favorite social platform. For example, there have been developments recently with Facebook Graph Search. Conducting a little research on your customers using the search functions on the social platforms can help you determine where you should invest your social media marketing. Finding Your Customers Doesn’t Have to Be Complicated Use these simple, effective (and free!) ideas to find which social channels your customers are using. As a business, if you’re not engaging with your customers on their terms, you’re missing a huge opportunity to add value and ultimately grow your business. Focus your efforts on the few channels that align with your customers and business objectives and let your competitors be overwhelmed by thinking they need to be on every social media platform. How are you finding your customers online? What’s working for you? Share your ideas in the Comments below. (Food truck photo credit: Anne Ruthmann) The post [Audio Blog] 3 Strategies for Finding Your Customers with Social Media appeared first on Rick Mulready.
56 minutes | Mar 17, 2014
ISM 046: How to Use Social Media to Create an Irresistable Brand with Virgin’s Hannah Mahony & Greg Rose
In this episode of the Inside Social Media podcast, I talk with the heads of social media for the Virgin brand — Hannah Mahony and Greg Rose. Greg is the head of content for Virgin and Hannah is the Social and Content Executive. And, just to clarify, this is the Virgin Management group which is the team that directly works with Richard Branson. They of course also interact with all the other Virgin brands on a day-to-day basis, but there main responsibility is the main Virgin brand and Richard’s content – really cool stuff. Click here to subscribe to the podcast on iTunes More About This Show This episode is a great example of if you, the listener, wants to hear from a brand, I’ll do everything in my power to make it happen. I’ve always been enamoured with the Virgin brand and thought they’d make a great guest for the podcast. So when I tweeted out a few weeks ago asking people what brands they’d like to hear from on the show, I heard from a listener in the UK that he’d like to hear from Virgin. And here they are, straight from London! On today’s episode with Hannah and Greg, you’ll learn: How Virgin uses social media to be the most irresistible brand in the world. How Richard Branson, with his jam packed schedule, still manages time for social media and creating content (after you hear this, we as small business owners have no excuse for not making time to market our business with social and content marketing!). You’ll hear how Virgin stays at the forefront and ahead of the game when it comes to social media and how you can model the same approach in your business And you’ll learn how exactly Virgin uses social media to listen to their customers to make their brand irresistible. And I’m not talking just theory here, we get into the nuts and bolts about exactly how they use social media tools to listen. And how you can do the same in your business. Episode Resources Follow Hannah Mahony on: Twitter Follow Greg Rose on: Twitter Follow Virgin on: Twitter Facebook Instagram Vine Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be extremely grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: Virgin Social Media Strategies On choosing which social media platform to focus on… Do your research before diving into any platform. Find which platform your audience is most active and target that. Take the time to learn how the platform works and how users are using it. Use the platform as a consumer before using it from a brand perspective. On staying ahead of the game… You should always be actively seeking new and better ideas for your social media campaigns. As a small business owner you’re required to wear many hats to get your name out there, but that doesn’t mean it can’t be done as effectively as the big guys. On how listening benefits your brand… Listening should be the catalyst for any big changes within your brand. Quality customer service helps increase the quality of your business. Using a service like HootSuite allows you to monitor the behaviour of your audience. Tracking your audience lets you know what content you should be putting out in the future. On establishing your voice… It’s very important to be human and not sound like a robot on social media. Using a more relaxed tone through social media allows you to better express your brand’s identity. Using humour is a great way of connecting with your audience. Treat your audience as humans and they will do the same for you. On measuring the success of your social media efforts… Keep a close eye on individual comments and feedback to gauge the overall sentiment of your social media campaigns. There’s an advantage for small businesses in analyzing the reaction of a smaller audience. Use your audiences reactions to further improve what you’re doing through social media down the track. On finding the time for social media… Using social media is just as important as any other method of customer research. Get into a schedule and choose a time every day for your social media efforts. Getting into a routine is the hardest part, but once you get started you may become a little bit obsessed. You cannot afford not to be involved with social media. The post ISM 046: How to Use Social Media to Create an Irresistable Brand with Virgin’s Hannah Mahony & Greg Rose appeared first on Rick Mulready.
41 minutes | Mar 10, 2014
ISM 045: Why Businesses Can’t Afford NOT to Do Social Media with Michael Hyatt
In this episode of the Inside Social Media podcast, I talk with NY Times Bestselling Author and host of the top-rated podcast “This is Your Life,” Michael Hyatt. Michael is also the former Chairman and CEO of Thomas Nelson Publishing, one of the largest publishing companies in the US, he was recently named one of the Top 10 Online Marketing Experts To Follow In 2014 by Forbes magazine, and he was also one of Forbes‘ Top 50 Social Media Influencers of 2013. Click here to subscribe to the podcast on iTunes More About This Show I invited Michael on to the show because he brings a unique perspective being that he was the Chairman and CEO of a large company while now running his own small business. He started blogging and creating content back in 2004 while at Thomas Nelson, long before content marketing was “cool” like it is today, and encouraged his employees also to blog and use social media. In his current business, Michael focuses a lot on how to build a platform for your business which is also the topic of his bestselling book “Platform: Get Noticed in a Noisy World.” In this episode we talk a lot about platform building, the role that social media plays in it and best practices for getting the word about your business out. We also get into time-saving strategies for social media so that it’s not consuming hours of your day. You’ll also specifically learn things like: Why as a business owner, you can’t afford NOT to be active in social media. The one element that needs to be in place if you’re going to market your business online – even before you do any social media. The steps to take to build an online platform for your business. The best social media tools that you can start using today to help simplify and save time with your social media efforts. The ones we discuss are totally free and really easy to use. Michael’s top 3 things he would do to start out in social media if he was a small business owner with little budget to work with. Episode Resources Follow Michael Hyatt on: Twitter MichaelHyatt.com PlatformUniversity.com Michael’s book (affiliate): The Virtual Assistant Solution: Come up for Air, Offload the Work You Hate, and Focus on What You Do Best Michael’s book: Platform: Get Noticed in a Noisy World Social Media Tools We Discussed: BufferApp HootSuite TweetDeck Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be extremely grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: Michael Hyatt Social Media Strategies On getting noticed when starting a business from scratch… You have to build your business a home base – somewhere on the internet you own and control. Use this as a place to refer your audience to and where you can create your authority. Deliver dynamic content, rather than just a static homepage like many businesses do. Content is the new marketing – use it to establish your authority and build trust. On social media’s role in your business… Social media provides an opportunity to let people inside your business, building authenticity and trust. Social media is a great way to simply bring people back to your website. The various social media channels are quickly becoming the new networking opportunities for businesses. On making time for social media marketing… Rather than treating social media as a something to do on the side, re-frame it as a more effective way of marketing your business. Spending as little as 20 minutes a day can make a huge difference. Choose a time of the week to sit down and get a few blog posts out, allowing you to let out some of your creativity while also benefiting your company. On sharing other people’s content… Sharing relevant articles to your audience establishes yourself as a trusted authority on a subject. While you’re doing your daily reading, tag articles you’d like to share using something like Buffer App. Schedule your posts over a longer time frame to avoid flooding your listeners with too much information. On getting started on Twitter and Facebook… You’ll learn much faster just getting involved rather than reading about Twitter or Facebook strategies. With all the free tools out there today, it’s never been easier to get into these platforms. Once you have the fundamentals down, treat this time as a crucial element of your business. On leveraging outsourcing in the online marketing of your business… There’s been an explosion of qualified virtual assistants in various roles which you can take advantage of. Find the tasks that only you as a small business owner can do, then begin outsourcing the tasks that are left over. By spending money on outsourcing the little things, you will ultimately save money once you factor in the cost of your time. The post ISM 045: Why Businesses Can’t Afford NOT to Do Social Media with Michael Hyatt appeared first on Rick Mulready.
9 minutes | Feb 20, 2014
[Audio Blog] The Secret to Red Bull’s Social Media Success is There is No Secret
In this first Audio Blog episode, we discuss The Secret to Red Bull’s Social Media Success is There is No Secret. This original written blog post first ran here on the site in November, shortly after I had Tessa Barrera, Red Bull’s former Global Head of Social Media on the Inside Social Media Podcast. I’ve received so much great feedback about both the episode and the blog post that I wanted this article to be the first Audio Blog episode. Why An Audio Blog? It’s pretty simple, really. Today, people love to consume content in many different ways — audio, video, written… We all have our preferences, so whenever it makes sense to create content in the different formats, I’m going to do it. I’d love to hear your feedback, do you like this format? Let me know in the Comments below. Click here to read the original article Click here to listen to Tessa Barrera on the podcast Regardless of whether… You’re one of the biggest brands in the world or a solopreneur just starting out, successfully marketing your business with social media means focusing on three key areas: Understanding how people actually use the various social channels so you can effectively use them too. Having a good social media strategy. Being authentic. “Read, play, and don’t over complicate things. Your customers will thank you for it.” — Tessa Barrera, Red Bull’s former Global Head of Social Media TWEET THIS The post [Audio Blog] The Secret to Red Bull’s Social Media Success is There is No Secret appeared first on Rick Mulready.
39 minutes | Feb 17, 2014
ISM 044: Pat Flynn on Using Transparency and Social Media to Dramatically Scale Your Business
In this episode of Inside Social Media, I’m honored to welcome online entrepreneur Pat Flynn from SmartPassiveIncome.com. I wanted to have Pat on the show because he has a built a massively successful brand through focusing on helping people first while being completely transparent about his business. Specifically, he’s very open about how he has built his business, where his revenue comes from each month and how much revenue he actually generates from the different areas of his business. He also learns from what others are doing and models and applies those learnings to his own business (sound familiar?). Click here to subscribe to the podcast on iTunes More About This Show Pat’s transparency about his business lends itself really well to social media so it’s no surprise that Pat is really effective with his social efforts. Social media is all about connecting with people on a human level, right? Pat’s social strategy of weaving his personal and business lives together is something we can all learn from. In this episode, we talk about his recently being named to Entrepreneur.com’s “10 Twitter Accounts Every Entrepreneur Should be Following” along with likes of Tim Ferris, Gary Vaynerchuk, Tony Hsieh from Zappos, Twitter co-founder Jack Dorsey and other big hitters. And, we get into his specific strategies that make his Twitter efforts so effective. We also dive into Pat’s Facebook strategies and why it’s his #1 referring site to his website, where he earns his passive income. One of my favorite quotes from the interview is “If you don’t share things on social media that show you’re a “real” person, people will go to someone else.” TWEET THIS You’ll Also Specifically Learn Things Like: The role social media plays in Pat’s online business that generates mid-5 figures. His successful Twitter strategy that landed him on Entrepreneur.com’s list of 10 Twitter Accounts Every Entrepreneur Should Be Following with Tim Ferris, Gary Vaynerchuk, Tony Hsieh from Zappos Pat’s secret to creating viral Facebook posts. Wait until you hear about a recent post he put up on his Facebook page! How Pat specifically uses social media to give behind-the-scenes access of his business. And a whole lot more here with Pat today! Episode Resources Follow Pat Flynn on: Facebook Twitter Instagram YouTube SmartPassiveIncome.com Smart Passive Income Podcast Pat’s new “AskPat” daily Podcast Social Media Tools We Discussed: BufferApp Tweriod TweetDeck Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be extremely grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes with Pat Flynn On the effects of social media on small businesses… Social media allows you to connect much more deeply with your audience than any other marketing medium. By showing a more personal side of yourself, you let your customers know that you’re actually human. On showing the personal side of your brand… Being able to show your personal side is an inherent advantage that small businesses have over the bigger brands – so utilise it. People want to connect with other people. By simply communicating with your audience you can make a hugely positive impression on them. On staying involved with your Twitter followers… You may not be able to respond to everybody, but just making an effort to will go a long way. When you’re just starting out you should be able to get back to most tweets. Put every day questions and comments out there to initiate conversation with your followers. The power of Twitter is the ability to learn from your customers. Use it to test and experiment. On building momentum on Facebook… Images are a powerful way of sharing a message through Facebook. Targeting a post to a specific audience encourages shares and tags to like-minded users Spending a little money to boost your post can increase your exposure significantly. Effective Facebook promotion will boost your efforts on other social media platforms. Paying for Facebook promotion should be done for content which has some momentum built up already. On using tools to increase social media productivity… Although automation tools for social media are great for keeping your accounts active, they’re no substitution for real interaction. Tools like Tweriod allow you to see what times your audience is active so you know when you should be around. Using Tweetdeck will organize and track your Twitter account and ultimately help you really engage with your audience. The post ISM 044: Pat Flynn on Using Transparency and Social Media to Dramatically Scale Your Business appeared first on Rick Mulready.
71 minutes | Feb 2, 2014
ISM 043: Building a Massively Successful Online Business Through Social & Online Media with World Famous Drummer Mike Johnston
In this episode of the Inside Social Media Podcast, I talk with world famous drummer Mike Johnston. We discuss how he went from a major record label and touring with some of the biggest bands in the world to using social and online media to build a massively successful online business teaching drum lessons to thousands every month. Click to Listen Click here to subscribe to the podcast on iTunes More About This Show If you’ve ever wondered how to use online and social media to scale an in-person business to reach tens of thousands of more people, you’re going to love this episode. Heck, even if you’ve never thought about it you’re going to love this show because Mike Johnston has an amazing and inspirational story. Mike’s a world famous drummer who had a major record label contract and toured for years with some of the biggest bands in the world. While touring though, he realized his true passion wasn’t playing in front of 125,000 people every night. Rather, he wanted to spend his time teaching others how to drum. He left the record label and all the glitz and glamour that comes with touring around the world to build a massive online platform where he teaches drums to thousands of people every month. And he did it by using the social media tools we all have available to us. He’s built… A YouTube channel with over 70k subscribers MikesLessons.com where he sells things like video drum lessons A monthly subscription service where he does live streaming lessons A brick and mortar store where he holds drum camps and has a full video recording studio A line of best selling signature drum sticks and cymbals that social media has played a huge part in On today’s show we get into Mike’s story and how he used the Internet and social media to build his massively successful online business. You’ll learn things like: Mike’s philosophy on modeling companies for his own business. Mike’s unique perspective on the different social media platforms out there, why he uses them the way he does and why honestly, you should be looking at them the same way. You’ll learn how Mike started using YouTube back when it first came out, back when he still had to spell out the YouTube URL. And finally, you’ll learn Mike’s best piece of advice for using social media to grow your business. I’ll give you a hint, this is something any one of us can be doing. Episode Resources Follow Mike Johnston on: Facebook Twitter Instagram YouTube MikesLessons.com Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be extremely grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: How to Scale Online Success with Drummer Mike Johnston On finding inspiration… It’s important to not just look at your competitors, but to find inspiration through the big players in other industries. Big brands have the resources to try many different strategies, so learn from what works through them. Breakthroughs occur through applying big brand strategies to your small business. On choosing happiness over money… Find your financial bottom line and work towards that by doing what you love. Look at the big picture of your passion and find other avenues to make a living off of it. On getting the most out of social media platforms… Realize that each platform is a problem solver for your business. Don’t be overly concerned about platforms being oversaturated. If you find a certain platform exciting and stimulating, chances are so will your audience. Make accounts on everything to be prepared for a platforms popularity boom. Build a real understanding of each platform so you know how each one is most effectively used. On knowing what to put up and where… Define clear ideas of what content you put up on what platform and stick to it. It’s important to put some personal and behind the scenes content to keep your audience engaged. Create content you wish your idols would make. On transitioning from creating popular content to building an actual business… Take the time to build trust between you and your audience. Wait until you’ve built a solid social media following before taking the leap to a paid service. Maintain a level of free content through social media while keeping your best output for your paid model. Be sure to provide real value and share your expertise to paying customers. On pricing models for educational content… Keep your pricing structure familiar by borrowing ideas from what the big brands are doing. Pick your pricing levels based on what you would see as great value as a consumer. By starting low you can justify scaling up by reinvesting early profits in to what you’re doing. The post ISM 043: Building a Massively Successful Online Business Through Social & Online Media with World Famous Drummer Mike Johnston appeared first on Rick Mulready.
45 minutes | Jan 26, 2014
ISM 042: 3 Game-Changing Social Media Strategies that Will Grow Your Business Today
In this episode of the Inside Social Media podcast, you’ll learn exactly how to overcome social media overwhelm and take your business’ social media efforts to the next level. I share with you a presentation I gave at New Media Expo (NMX) in Las Vegas a couple of weeks ago called Social Media Breakthroughs: Big Brand Strategies for Small Business Budgets. Click to Listen Click here to subscribe to the podcast on iTunes The reason I wanted to share this with you today, other than it was really well received in Vegas, is because social media breakthroughs is the whole basis for this podcast. We’re all about modeling and applying what the most successful brands in the world are doing well in social media for our own small businesses, with little to no budget. “If you want to be successful, find someone who has achieved the results you want and copy what they do and you’ll achieve the same results.” — Tony Robbins This is one of my favorite quotes and really the basis for the podcast. There’s one problem with the quote, though — I would change out the word “copy” and replace it with “model.” “If you want to be successful, find someone who has achieved the results you want and MODEL what they do and you’ll achieve the same results.” Here’s what else you’ll learn in this episode: Why your business needs social media The secret to continuously learning what’s working right now in social media – so you can stay ahead 3 game-changing big brand social media strategies that you should be modeling for your small business Episode Resources Click Here to Download the NMX Presentation Google Alerts Mention.net Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be extremely grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: Social Media Breakthroughs We have a major advantage right now because we can easily look at what the most successful brands in the world are doing with their social media and model and apply their strategies to our small business. Big brands have the budgets, teams, resources – things that we small businesses don’t generally have — to try things out and see what works first. Let them spend the money and resources so we can learn from them. In essence they become our personal mentor, showing us what works and what doesn’t – and we don’t even have to pay them! When you model and apply the strategies of the most successful brands in the world to your own business, that’s when the breakthroughs happen. Consider what Henry Ford did with the assembly line. He revolutionized the manufacturing process. And for every company that came after that wanted to mass produce their products, they created their own assembly lines based on the success of what Henry Ford created. They didn’t have to reinvent the wheel. If they hadn’t known about what Ford did, they would have spent a whole lot of time and resources trying to figure it out themselves Does Your Business REALLY Need Social Media? Consider these stats: 1 in 7 people in the world on Facebook 220 million people on Twitter 300 million on google plus 90% of consumers would recommend a business to others after interacting with them on social media. 4 out of 5 consumers are more inclined to buy from a Brand after being exposed to their social media. 70% of Pinterest users say they use the site to “get inspiration on what to buy.” On Finding Your Customers and “Going Deep” Ask your customers where they hangout online. SO many businesses forget to ask. It’s so easy — do it. Use free tools like Google Alerts and Mention.net to monitor mentions of your name, business name, competitors, specific niche keywords across the Internet. That way, you can be there too. Use the search functionalities that exist within the social channels we use everyday. This will help you find the conversations and groups that are talking about your niche/business. Once you know where your customers are you can see which of those platforms align with your business objective. Once you’ve determined THAT you can choose the 1, 2, maybe 3 social media channels to spend most of your time on (go deep). Use Social Media to Listen If you’re not using social media to listen, you’re missing the point of social. TWEET THIS Benefits of listening with social media: Learn where your customers are hanging out online so you can be there too. Add value to niche conversations and be seen as an authority/expert. Informs your own product cycle or service philosophy. Keep up with what your competitors are doing. Quit Selling So You Can Sell More Too many businesses use social media to sell sell sell their products or services. GET OFF your virtual soapbox and think about adding value first, then you can mix in the sales messages. Listen first, add value and earn the right to sell your products or services. Remember, it’s just as easy for someone to unfollow you as it is for them to follow you. The post ISM 042: 3 Game-Changing Social Media Strategies that Will Grow Your Business Today appeared first on Rick Mulready.
46 minutes | Jan 20, 2014
ISM 041: What Makes a Video Go Viral & the Strategy Behind WestJet’s Christmas Miracle with Greg Hounslow and Greg Plata
In this episode of the Inside Social Media podcast, I talk with WestJet’s Greg Hounslow and Greg Plata about the airline’s viral video hit “Christmas Miracle” — the strategy behind it and how small businesses can model something similar for their own business. My journey to connect with the biggest brands in the world and share with you how you can model and adapt their social media insights and strategies for your business continues… Click to Listen Click here to subscribe to the podcast on iTunes More About This Show If you’re one of the few people who hasn’t watched WestJet’s Christmas Miracle video, stop now and take a second to watch it below. It’ll make your day. When WestJet released the video shortly before Christmas, they had no idea it would be a viral video hit. Within the first few days of being released, it had been viewed millions of times and at the time of this interview, that count is up to 35 million views in just 6 weeks. So what goes into making a video go viral? How did WestJet do it? Turns out they had a very specific launch and marketing strategy behind the video and that’s what I dive into today with WestJet’s Emerging Media Advisor, Greg Hounslow and their Team Lead for Sponsorships, Greg Plata. Specifically, we discuss how small businesses can model and apply WestJet’s strategy to their own small business with little to no budget. Here’s what else you’ll learn in this episode: The strategy and planning that went into the Christmas Miracle video and how we small businesses can model and apply what WestJet did for our own business. How WestJet marketed the video to set themselves up for massive success – and lessons learned that we as small businesses can take away. The role of your brand voice and how its everything when it comes to telling the story of your business through social media. We talk about Facebook’s recent algorithm update and how to strategically increase your reach. And of course, you’ll hear from both Gregs about the top 3 things they would do if they were just starting to market their business with social media. Episode Resources Follow WestJet on: Facebook Twitter Instagram YouTube Greg Plata on Twitter Greg Hounslow on Twitter Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be extremely grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: WestJet’s ‘Christmas Miracle’ and How to Model It for Your Small Business On What Makes Content Successful In The First Place… It’s critical to create an emotional response from your audience. Connect with and listen to what the people really want, then deliver it. Build genuine, authentic relationships with your audience. On Building An Experience Through Social Media… Don’t push your brand on people, allow them to interact and engage with it. You don’t need a ton of resources to have a great brand experience. Create feeling and bring your brand to life. On Levering Social Media To Maximize Your Viewers… Share your content over a number of social media platforms once released. Simplify your promotion for easier sharing through the various platforms. Amplify the message as much as possible and create excitement. Creating ‘behind the scenes’ content can really launch your content. On The Relationship Between Customer Service And Social Media… Don’t underestimate the power of social media when applied to customer service. Real time customer service allows a great level of connectedness between you and your customers. Positive feedback on social media becomes instant publicity for your brand. Integrate online and offline customer service to get the best of both worlds. On The Changes To Facebook’s News Feed Algorithm… As Facebook evolves, it’s essential to keep on top of any big changes which could affect your social media strategy. Any future changes made can definitely make an impact on your reach through Facebook. Putting out quality content to begin with helps soften the blow. On Dealing With Social Media Overload… Before you get your brand involved with a platform, you need to be involved in it first. Begin by interacting with people on a personal account to get your feet wet. You don’t need to be on every social media platform, choose a few and really nail them. The post ISM 041: What Makes a Video Go Viral & the Strategy Behind WestJet’s Christmas Miracle with Greg Hounslow and Greg Plata appeared first on Rick Mulready.
44 minutes | Dec 22, 2013
ISM 040: Social Media Trends That Will Affect Small Businesses in 2014
In this episode of the Inside Social Media podcast, you’ll hear from 10 of the most successful brands and social media experts in the world as they share their answer to this one question: “What’s one social media trend that you foresee affecting small businesses in 2014?” These are all guests I’ve had on the podcast this year and I invited them back specially to answer this one question. Buckle up because a couple of these trends may not exactly be what you’re ready to hear… …as my journey to connect with the biggest brands in the world and share with you how you can model and adapt their social media insights and strategies for your business continues. Click to Listen Click here to subscribe to the podcast on iTunes More About This Show Whenever we hit this time of year people start talking about trends and predictions — specifically for what we can expect in the coming New Year. And, with the landscape of social media changing so quickly, I thought it would be interesting to invite back some (ok, nine) former guests of the podcast to discuss the most important social media trends that are sure to affect small businesses in 2014. That’s right, if you’re serious about building relationships with your customers and growing your business over the next 12 months, grab a notebook and your favorite hot beverage, take the dog for a walk or go for a run — this episode is a must listen. As you’ll hear during the show, with each trend that my guests share, I suggest one action item you can do today to get ahead and prepare yourself for that respective trend. We’re all about taking action here on the ISM Podcast, so let’s do this… Here’s who you’re going to hear from today as they answer the question: “What’s one social media trend that you foresee affecting small businesses in 2014?” Peter Stringer (from episode 39) the Boston Celtics’ Sr. Director of Digital Media Lila King (episode 21) CNN’s Sr. Director for Social News Chad Mitchell (episode 16) Walmart’s Sr. Director of Digital Communications John Yembrick (episode 17) NASA’s head of social media Matthew Shadbolt (episode 12) The Corcoran Group’s Director of Interactive Product & Marketing Ted Rubin (episode 18) Author and Forbes Social Media power influencer Tessa Barrera (episode 34) former global head of social at Red Bull Julie Sun (episode 25) social media expert and former Sr. Director of Audience Development for Nickelodeon And Brad Walters (episode 26) Lowe’s Director of Social Media & Emerging Technologies Three trends were pretty consistent among this expert panel: We’ve reached the point where channels like Facebook have become “pay-to-play.” Facebook has come out and said that if businesses want to reach more fans with their content, they’re going to need to pay to do so. Facebook advertising is the way to do that and is something businesses are going to need to become more familiar with in 2014. Create great content that adds value to your audience and that people want to share. Entertain while you’re interacting, make it fun — that’s what people want to share. Ask yourself before putting content out, is this something I would find interesting and want to share? If the answer’s no, how can you change it up. Evaluate which platforms you’re using. Are they effective toward your business objectives? Use the data that the social channels offer to make educated decisions. Also, take time to understand other social platforms that are out there, specifically, how users are using those platforms. Do those channels align with your objective and audience? If so, you may want to jump in and focus. Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be extremely grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Comments? What trends in social media do you think will most affect small businesses in 2014? Any new ones to add? Leave a comment below and share your thoughts. The post ISM 040: Social Media Trends That Will Affect Small Businesses in 2014 appeared first on Rick Mulready.
42 minutes | Dec 15, 2013
ISM 039: Monetizing Your Social Efforts, What to Do About the “New” Facebook & More with Boston Celtics’ Peter Stringer.
In this episode of the Inside Social Media podcast, I talk with Boston Celtics’ Sr. Director of Digital Media, Peter Stringer about monetizing your social media efforts, what to do about the “new” Facebook and more. My journey to connect with the biggest brands in the world and share with you how you can model and adapt their social media insights and strategies for your business continues… Click to Listen Click here to subscribe to the podcast on iTunes More About This Show The Boston Celtics have won 17 championships on the court and are one of the most well-known teams in all of professional sports. Off the court, they’re one of the best as well. Peter Stringer is the Celtics’ Sr. Director of Digital Media and the leader behind the team’s brilliant online presence. With millions of fans and followers on platforms like Celtics.com, Facebook, Twitter, Instagram and YouTube, he’s grown the team’s social media presence into one of the largest and most passionate communities in all of pro sports. And he’s done it with a small team (less than 5) and little budget to work with — much like a small business. As Peter puts it during the episode, “while the team spends millions of dollars on the players and on-court talent, the same can’t be said for their marketing efforts.” He truly runs a lean operation that’s one of the most respected “in the business.” In this episode you’re gonna learn the ins and outs of what makes the Celtics so successful with their social media efforts, and how you can model and apply these strategies and principles to your own business — with little or no budget. I think you’re gonna love this interview as we get into some juicy topics that I’ve not gotten into much on the show before. I know I got a ton out of my chat with Peter. Here’s what else you’ll learn in this episode: How to monetize and measure your social media efforts. You’ll hear how the Celtics do it and how you can follow the exact same formula. Peter’s thoughts on the giant wake up call that Facebook recently gave us with all the changes to the News Feed algorithm. I really agree with Peter and I think we as small businesses need to reconsider our Facebook strategy. You’ll hear about the social strategy that the Celtics use to cultivate relationships with their passionate fan base, and the lessons you can take from that. Peter’s top 3 things he would do if he were just starting to market his business with social media. Plus a whole lot more… Episode Resources Follow the Boston Celtics on: Facebook Twitter Instagram YouTube Celtics mobile app Boston Celtics Website Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be extremely grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: Model & Apply the Boston Celtics Social Media Success to Your Business On Social Media And Your Passionate Fans… Social media allows brands to be their own journalists. Your fans are going to be looking for as much information as possible via social media. Generating a large online audience can allow you to drive sales in external events and merchandise. Sponsors take notice of a buzzing online presence. On Building An Effective Content Strategy… Tell your brand’s story through behind-the-scenes content. Deliver real time content directly to your audience via Twitter or live video. Reminders prior to big events are critical. On Telling Your Brand’s Story… Every brand has a story to tell. Social media is a great way to tell it. Show your audience the little things that your regular content wouldn’t reveal. Find out who your audience is, what they’re passionate about, and how you can relate your content to it. On Monetizing Your Social Media Efforts… The future of social media is looking increasingly ‘pay-to-play’. Find out if there is value in paying to reach your audience on social media. The Facebook game has changed dramatically over the past few years — especially with the recent changes to the News Feed algorithm. Understand that it’s going to be expensive and difficult to reach a large number of people on Facebook. On Knowing That Not Every Platform Is Going To Work For You… Not every platform is going to fit your business, so put your efforts in to the one’s that do work. Experiment and keep an eye on new trends. All social platforms are constantly evolving, so it’s important to stay up to date on recent changes. On Leveraging Social Media On A Shoestring Budget… Implementing visual media is effective and doesn’t break the bank. Generating quality video content can become expensive. Look at what’s working for your competitors and learn to adapt their strategies to your business. The post ISM 039: Monetizing Your Social Efforts, What to Do About the “New” Facebook & More with Boston Celtics’ Peter Stringer. appeared first on Rick Mulready.
35 minutes | Dec 8, 2013
ISM 038: Visual Storytelling Through Social Media: a Small Business Social Media Case Study
A small business social media case study with Andrea Sung of Sweet Rose Creamery is my topic this week on the Inside Social Media podcast, as the next installment in the special small business case study series. Andrea is the General Manager of this local Los Angeles ice cream shop and we discuss how they use social media to visually tell the story of their business. Click to Listen Click here to subscribe to the podcast on iTunes More About This Show I’ve received a ton of great feedback (thank you!) on the social media small business case study series that I’ve started sprinkling into the podcast here, so I’m back with another episode — this time with a local ice cream shop in LA. Sweet Rose Creamery is part of a small family of artisan restaurants in the Santa Monica-area of Los Angeles that focuses on locally-sourced ingredients and they’ve done a really smart job with their social media efforts. Not to mention, they have the greatest salted caramel ice cream! Mmm, ice cream. They’ve built up thousands of followers on Facebook, Instagram and Twitter while using these platforms to visually tell the story of their business in an authentic way — something all business should be thinking about. In this episode you’ll go behind-the-scenes of this small business social media success story, learn the challenges they’ve faced along the way and where they’re taking their social media efforts now that they’ve built this base of raving fans. Here’s what else you’ll learn: How to tell the story of your business visually and how to choose the right social platforms for that so that you’re not overwhelmed. Tips for using pictures when showcasing your products and behind-the-scenes activity of your business. How Sweet Rose uses Twitter and Facebook in their own unique way And we also hear why Andrea watches what other food businesses are doing on social media so she can model and apply her own version of their success to the Sweet Rose accounts. Episode Resources Follow Sweet Rose Creamery on: Facebook, Twitter, Instagram Sweet Rose Creamery’s website Wagstaff Worldwide Marketing Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be extremely grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: Social Media Case Study Tips & Strategies Notes will be up soon! The post ISM 038: Visual Storytelling Through Social Media: a Small Business Social Media Case Study appeared first on Rick Mulready.
63 minutes | Nov 26, 2013
ISM 037: MTV’s Tom Fishman on Choosing the Best Social Channels for Your Business
MTV’s Tom Fishman, VP of Content Marketing & Fan Engagement, is my guest this week on the Inside Social Media podcast, as my journey to connect with the biggest brands in the world and share with you how you can model and adapt their social media insights and strategies continues. Click to Listen Click here to subscribe to the podcast on iTunes More About This Show I want my MTV! If you’re a child of the 80’s, like me, you remember that slogan, right? I grew up with music videos on MTV. My favorites were Michael Jackson’s Thriller, Madonna’s Like a Virgin… Come on, don’t judge! They were classic videos. Even though they don’t play many videos anymore, they’re arguably the most popular pop culture TV and digital brand around today, not to mention one of the most popular brands in social media. That’s why I’m psyched to welcome MTV’s Tom Fishman to the show today. Tom is the Vice President of Content Marketing & Fan Engagement where he oversees a smart strategy that has MTV leveraging social media for all their shows, personalities and the popular Video Music Awards. In Today’s Show You’ll Learn: Best practices for telling the story of your business. Tom and I even brainstorm some ways MTV can take their own storytelling to the next level. Tom gives his “do’s and don’ts” for social platforms like Facebook, Twitter, Instragram and more. You’ll hear strategies for how to take action with the insight you glean from when you’re listening to your fans and customers on social media. Tom gives us a special behind-the-scenes look at the social media strategy of the Video Music Awards. The VMAs basically took over Twitter earlier this year when they had 120 US and worldwide and trending topics. Tom literally gives us the step by step breakdown of how they came up with the social media strategy. And of course, you’ll hear Tom’s top 3 things he would do when starting out in social media. Episode Resources Follow Tom on: Twitter, LinkedIn Follow MTV on: Twitter, Facebook, Instagram, YouTube, Pinterest, Google+ MTV.com Nicholas Megalis has one of the top followings on Vine. Check him out. Would You Help Spread the Word About the Podcast? I’d be forever grateful if you helped share the podcast. Click here for a pre-populated tweet to help spread the word to your friends on Twitter. THANK YOU! Subscribe to the Inside Social Media Podcast Feedback on the Podcast If you have any suggestions for upcoming shows or a question for an upcoming episode, leave a Comment below. If you enjoyed this podcast, I’d be extremely grateful if you would take a second and leave me a review and rating over on iTunes. Your taking a minute to do this allows me to help more people with this podcast, so I really appreciate it (once on that page, simply click on the “View in iTunes” button to leave your review — thanks very much!) MP3 Download Right-click here to download the MP3 of this episode Insider Show Notes: MTV Social Media Tips & Strategies Notes will be up soon! The post ISM 037: MTV’s Tom Fishman on Choosing the Best Social Channels for Your Business appeared first on Rick Mulready.
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