Efficient + Effective Social Media Marketing for Small Business | Allison Bishins | Skillshare

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Efficient + Effective Social Media Marketing for Small Business

teacher avatar Allison Bishins, Allison Bishins Consulting

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

3 Lessons (14m)
    • 1. Part I: First impressions matter!

      3:26
    • 2. Part II: Authenticity over gimmicks

      3:48
    • 3. Part III: Efficient photos and captions

      7:01
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About This Class

There are so many courses on social media marketing for small businesses - but most of them are going to heap you with tons of homework, gimmicks, to-dos and stress!  This mini training series focuses on simple, effective and efficient strategies that I've proven to work in my small businesses and with the 100+ small businesses I've trained.  You don't need to work MORE on social media, you need to work SMARTER.  Stop chasing the algorithm dragon and lean into your authentic self/brand!

Meet Your Teacher

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Allison Bishins

Allison Bishins Consulting

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Transcripts

1. Part I: First impressions matter!: Hi, My name is Alison and I run Alice Ambitions, Consulting any small business consulting firm based in Tacoma, Washington. I focused on teaching businesses how to use social media efficiently and effectively. And I also work a lot with businesses on refocusing their customers and their buying to local, both versus seen only reasons and also to build up their local community and say, I want to talk to you about how you are making an impression on your customers or on your potential customers before you ever even post Well, I want to talk to you about three things. The 1st 1 is that I encourage you to have a really good avatar photo, And what that means is the photo that is a circle when you look at your profile and a lot of people will just throw up a photo and that think that it's a big deal. But I encourage you that if you are a small business that have a picture of yourself there , or if you have a product that that's really easily into a circle, then you put your product there so it could be part hearings or like B m. But if you have no sell tractors, and that's probably not gonna work very well for you. So find something within your family of brands that works well for an avatar photo. And put that in there and make sure that it's crisp and clean and really clear as to what that is. That's number one thing, mate. Your avatar photo is good. The second thing is your bio, and this is a big deal. A lot of people don't think about their bio as being something that is really something that they need to focus on. But this is your first impression for customers, and potential customers will come to look at your profile, especially an instrument. And so what encouraged people to do is have a short by. So I see a lot of these bios of emojis and evergreen trees and hearts and workers and all these things, and it's cute and it's lovely, but it doesn't really tell me a lot about your business. So what I want to know from your bio is what yourself and wary located. So some people that sell all across the country might avoid putting where they're located because they're concerned but if they put where they're located, they're going to any people. But I would flip that around and say, If you don't say where you're from, then you're alienating people who are trying to buy locally that lived near you. So definitely player either your address if you're a brick and mortar store or your region or your town, or if you live in a really fix anything, even your neighborhood and the city that you live in, what is rather the city that you working so those in the 1st 2 things. The third is to have a business account for Instagram. I used to recommend that, really, it didn't matter whether you had a business account or a personal account, because for a long time with the business accounts, the analytics weren't very good. But I encourage you to have a business count because one of the things that you can do with it is this account is not only putting an address and put in what kind of business you are . You can also look at your post and see which posts are doing the best, which engagement. This is best in terms of commenting, which engagement is turn, invest in terms of how many click throughs you get to your website or how many likes you get, or the percentage between how many people saw it and how many likes before you ever even post the three things that I recommend that you dio or have the avatar picture, Um, update your bio so that it's clear and concise and tell people where you are and to make sure that you have business account so that you can actually dive into those analytics and take a look if that's interesting, too. Oh, have a good day. I hope you like this money training and I will see you against it. 2. Part II: Authenticity over gimmicks: in this many training session. I want to talk to you about gimmicks. I am not a big fan of gimmicks. When I talk about gimmicks and talking about excessive use of emojis, I'm talking about following follow. I'm talking about using ellipsis so that it hides your captions. I'm talking about all these things that experts tell you to do. That will help you have the algorithm. I want to teach you how to have a social media strategy that works for guard lis of the algorithm. Now this is really tricky. I have built several businesses online, mostly using social media. The first that I built with a jewelry brands, mostly local but quite a bit nationally and some international sales. One of the ways they built this brand so successfully online is through us and Dick engagement, so customers could come to my instagram and find new products, find praising, find information about how to purchase and where to purchase. I consistently reminded them, and not in every post, but periodically of exactly how they could pay for items that they wanted to purchase off his from, of which local shops and international shops and national shops that they could find my work in if they were outside in my local area. I reminded them why I was doing what I was doing. I reminded them that my materials were mostly reclaimed in second hand, and so they were more environmentally friendly than most business. Almost jewelry brands. And so my customers were coming to my feet not because I had grabbed them with the hashtag or I had used a gimmick that had brought them in, or I have followed them with the intention of never following them. Never if I had followed them with the intention of Unfollowed owing them really there after they came because their friends were recommending me because they saw me on a recommendation page because they saw me in a local shop and they knew that the quality of my feet was going to be high quality. But that doesn't mean that you have to take professional pictures and not a professional photographer. I was always taking my own pictures. I'm just using the best materials that I could with the with what I had in my house. Um, but the reason that they were coming back and the reason that they were purchasing was because of the product. It wasn't because of the gimmicks. It was because common each of the product and the authenticity. And as me business grew and I got more political and I got more out spoken, and I started doing more fund raisers for, um, community organizations and national nonprofits. Mike sales increased, and people really resonated with the authenticity of my brand. And there's a lot of research to back up that if you show people what your purpose is and why, Um, the way that you do things is important. So if you are environmentally from the, tell people that if you are sweatshop free, showing people that what makes your business unique is what brings people back to your account with what makes him follow you of what makes them purchase. So don't use your banks. I'm from time to time. They might be fun or useful. I can tell you about a couple of different sort of gimmicks that actually work. But for the most part, if you're structuring your social media strategy around gimmicks, you're going to be disappointed because the next time the algorithm changes, that gimmick might be useless, they might say, usually have 10 Hashtags are or two or who knows what's gonna come back. So as you're crafting a social media strategy, I want you to be thinking about a social media strategy that will withstand the changes in the algorithm rather than one that what I call chases the dragon of the algorithm. So think about that, and I'll come back to you in a little bit with another little mini dream. 3. Part III: Efficient photos and captions: Hi, Alison again with Alison Visions Consulting on the last money training in this series is about matching. So one of the things that I fear for my clients all the time is that social media is incredibly time consuming, and it absolutely can t compete. Enormous time suck. It could be incredibly inefficient, and I want it share with you one way to get that efficiency back for social media. So this works especially well if you have products, but it also works well if you work in an office setting or you do workshops or a post events where you can get a number of photos at one time. So here's how I did it with my jewelry business. I would make things throughout the week, and I would wait to take pictures until I had a good day. That was slightly overcast, and I would take pictures on a window sill, and I would lay out Follow the pieces at once of my window sill wasn't big enough. So they out for if I pieces at once in slightly different backgrounds that I had protest, I creative reuse Artspace. So they were these little tiles and because Angeleri is very small, but really worked well for me. But you can get backgrounds on him. Is on there this big or this big where you could buy little tiles that your your salvage yard? Um and so I have marble and I have created and I will these really cool backgrounds that I can use for my joy. So I lay those out and I take pictures of the jewelry and I take because they've been doing this for a really long time. I only take one or two pictures of each item. I don't have to take 10 or 15 t get the best one. I know what my good angles are, and I take all of these pictures of these 10 or 15 items and on and then in the same lighting because they've taken them all in the same lighting in the same lighting. I edit them all with an instagram. So this used to be a little bit easier because you could send yourself unedited picture. That's not the case anymore. For the way that I encourage people to do. It is if you have a personal account or if you want to create like a dummy account. You actually edit the pictures within Instagram and then you publish that and then just still needed on that way. As long as you have the studying at the save the finished pictures to your phone, you essentially have a finished ready to post instagram folder on your phone. So what you want to do is you want to lay out all of your items, you want to take the action the same lighting. You want to edit them all in the same lighting and then is you are posting three times a week and you've taken 15 pictures. You have content for five weeks, and you think that it's gonna be stressful to come up with captions on the spot, which is usually what I do. Because the captions are fairly short, you can actually see it. Captions and notes on what I found is that doing it this way you can save literally 75% of the time of posting because picking pictures in the same lighting and everything in the same lighting and having those things in your pocket and not having to think really hard about what you're gonna post. He's so incredibly much time That is really revolutionary for a lot of people. So if you don't have a physical product, this is a little bit trickier. But it's not impossible. What I would suggest is the next thing. You have your staff meeting, for example, and have a lot of people in the office you bring in like doughnuts and Lacroix, and you have kind of like a little party. And you have someone who has a decent photography skills. Take a bunch of pictures during the staff meeting on, Do you get pictures of people like actual staff photos and each person as they're leaving the office. You take pictures of cute vignettes on people's deftly use, Let people know. Did Nancy know on Monday morning at 10 a.m. We're gonna have a photographer in the office or one of us is gonna be taking pictures, so have your desk clean. But what this does is it gives you, even if you don't use them all right away. It gives you this enormous back stock of, um, photos of works in progress of your office space of your staff members. And so, even if you don't end up using them sequentially. You have them to interspersed between new content. So if you are a wedding planner, you could have just one wedding read to take tons of pictures of bills and edit democracy. I'm so that they have sort of a consistency to them. If you are a preschool teacher, you could have a free preschool playdate, but let people know that photos will be taken there and just get tons of photos of little hands and little feet on the backs of kids heads so that you don't have to deal with, you know, the issue of their faces being shown, Really, no matter what kind of business you have, you can do this. I I have a client that's an insurance agent, and they were like, Well, you can't use social media because we don't have anything to show and I push back. He said, No, I actually think that you even know who you are. You control your staffers. You can show that cherry events that you're involved in. You can care about the businesses who utilize your services because that's effectively an endorsement. If you can walk into a succulent shop that is your clients they hate. Can I take a couple pictures and post about it, then that is like a roundabout way, almost getting like a reference from that person. And so so the key thing is to think in advance about what you're posting, rather than stressing out about it in the moment you wanna have lots of content in your pocket. So if you regardless of what you do, think about a way where you can get 10 to 20 images, whether it's taken by you were taken by a professional photographer. Sometimes you can do a trade with a photographer for items, so I have treated jewelry previously for professional off Target via treated workshops on social media for professional photography, so you can get someone else to do it or you can do it yourself. I encourage people to, um, you know, use any phone that you have. You don't have to have a high quality cell phone to be able to take the pictures. I would say you do need to have 12 megapixel camera higher, so that's like a fairly recent phone, you know, less than four years old, Let's say, but even some of the old iPhones take great pictures. So as long as you have a decent phone and as long as you can find a place in your home or office were using teeth Juries. I have good lighting that are crisp and clear. You actually sit down to do the work of Peking these pictures and then editing them all the same time. You will have content for 23 months and you don't have to sit there every day and think about am I going to post today? What am I going to post a How am I gonna put that? How long is my captain going to be? Because you already have it. And it just uses the inefficiencies of social media. So if all you take from these three many trainings is to have a great profile, Teoh, avoid the gimmicks and focus on authenticity. And to batch your photography and your everything and your captions, you will be on your way to a good social media marketing strategy that brings in customers that engages with current customers on that shares your amusing business of the world. So thank you again. You're welcome to go to my website. Alice ambitions dot com l l s o N b i s h I n s. I have ah, really fantastic workbook on finding local customers on social media. Feel free to message me if you would like a discount code for that. Have a good day. Thanks.