Social Media Marketing - Digital Marketing Strategy

1. Mod 01 01c Introduction Ssm Section: in this part. Of course, we're gonna look social media marketing in great detail. We're gonna look at the fundamentals of marketing. We're going to explore the buyer, Johnny, we're gonna need to understand that. We want our marketings really work. We're gonna look at Social Media and Seo. We're gonna look at social media platforms. We'll also look at social media, posting social media, posting ideas. We're gonna look at creating a social Media post. We're also gonna explore community based marketing, and we're gonna look at creating a social media marketing plan at the top. It all off, we're gonna look at creating a marketing mission statement. 2. Mod 01 02 Social Media Marketing Monster: Now, if we're not careful, we can have a social media marketing monster each time. Why have I called their social media marketing monster? Well, a social media marketing monster is the social media activity that we do, and it often becomes a monster. And this is why people, when they try to get on with social media, mark saying they're going to fail now one of the things that social media marketing much is really good at, especially if your cell opener or a small business owner is it will eat your time. So what happens is you start realizing you spend a lot of time each day chicken status feeds and updates and seeing what Grant has been doing. And when you do that, also, do you realize that there's a lot of time being sucked into it, But it's not a lot off results coming out of your friend. And when that starts to happen, Social media marketing becomes something that we don't enjoy. So we're gonna have to train a monster. We're gonna have to train a monster toe work during set times, toe a shed RL toe, a system Andi for at this course will be discussing how we can do that. But one of the key things we have to understand about the social media marketing monster is when we start training our own monster in our business. He's actually really bad at something. Nothing he is battle. Is this going on social media platforms? Andi creating a sale? So the social media marketing monster is really bad at selling and that is how most people train their social media marketing once that they train it to sell. But he's really bad and then they get frustrated because I haven't had any success. But what he's good at, on the way we want to train our social media marks in Monster is he's good at capturing people and taking them over to our website, where we have useful and relevant and interesting content for people to have a look up. So he's really good taking traffic from social media and transferring that 12 website. That's what he's good at if we do it in the right way. If we train the monster correctly and that's what we're going to be doing as we go through this module and indeed for the whole course, what we're going to be looking at is how do we create a good social media marketing strategy that actually delivers something that is useful to us and isn't a complete waste of time? 3. Mod 01 03 Free Vs Paid: Now we have to look at free vs paid traffic. So one of the problems we're gonna have we've paid advertising is it gets very expensive, very fast. So if you go on Google AdWords, for instance, and you're trying to compete for a keyword, nobody's really competing. Google are going to try to force you into paying 456 $7 correctly, and there are ways to get that down. But it's really hard working. It's really difficult. I now give you alot click, but then they won't show your hat. So it's really difficult to get a lot of value of paid at now. Don't get me wrong. There is a place in the time but paid advertising, and it has to be done really well. And if you're gonna look into paid advertising, probably when the strongest ones that at the moment is Facebook ads Now the other problem with face book ads and Google ads and things like that is a lot of time that interruption based. So you're interrupting someone on that type of marketing gets blocked. People block adverts, even put, have the blockers on the computers on all the time. That ending off in defending themselves from paid advertising. Now the problem with social media marketing or with free traffic is that it takes a lot of time. It takes a commitment. It takes a long term commitment. Andi expending of resource to Get results So when it comes to looking at these types of questions, especially if you're a marketing professional and you consulting with a client, is the question asked him, Is this what you willing to exchange? Do you have advertising budget? What do you have? Resource? We've already got staff that can give that time to social media marketing and as a individual. If you're taking this course, do you marketing for yourself? Then you need to ask yourself, What is it? I'm willing to exchange a my willing to exchange from my time every week or some of my money you might have combination about. But that's the core question you need to ask yourself when it comes to generating traffic to a website. You can never do it for social media marketing for free. Or you can pay for traffic, which can get expensive. But the social media marketing well that looks for you to begin it isn't because there's a time cost. Investment on the paid of ties in obviously seems to be much cheaper, but clashing, expensive very fast. Now don't get me wrong. I think a good social media marketing campaign is absolutely phenomenal for creating awareness of your business and your brand is something that you should develop over 12 to 18 months. And that's how long it's gonna take to develop a really strong social media marketing presence online. But I have to start at the beginning, my thinking. I'm a willing to give that commitment if you are. And if you do the things we're suggesting this course Onda understanding by journey and the marketing funnels we're gonna teach you, then you can get very, very, very good results. I'm social media marketing. 4. Mod 01 04 What Is Marketing: So what is marketing? We got social, we got media, we got marks in. We're gonna work in reverse because marketing is the priority of what we're doing. But before we look into that, we have to understand what push vs pull marketing it now push Marketing. Its traditional advertising is where you push your message out in front of as many people as possible, hoping that the investment will bring sufficient sales to justify the cost of the advertising and also create profit for your business. But push marketing is very interruption based. So we're interrupting people where trying to stop them, doing what they're doing and do something else when people resist that now pull marketing. Why I called magnetic marketing, which the Internet has made possible, is the type of marketing that involves you creating content position in that content on the Internet, where it could be picked up in such. And now when someone starts looking for the solution that you are for looking for the product that you offer, that they can find it if you think about the difference there for a moment with push marketing, oftentimes you're working on a very cold toe lukewarm potential client. But with poll marketing, magnetic marketing, they are already committed buying a solution. No, your job is to make sure Don't they can find you and they're looking for that selection. One of the ways we can do that is by having a presence on social media marketing that drives traffic to a website and helps us increase our search rankings. We're gonna be talking about that much more later. Now, a number one objective in all of this is essentially we want to get them from social media marketing to our website. Now we're gonna have calls to action. We're gonna have different offers. We're gonna have lots of stuff going on on the website. But essentially, what we're trying to do is get them off our social media marketing and get them home to our website. And that is the core objective. Everything would do with social media marks, and it seems simple. But we talked earlier about how the social media marketing most to trace the cell. He's not very good at that, but he is good at getting people off of social media marketing when we train them properly onto our website onto our properties. Everything we have to do is understand wonder core principles of marketing is we have to choose our satellite channel. So what I essentially means is this There's lots of people got access to satellite TV or cable TV and you've got tuned and 50 or friended channels typically. Now, when you're watching TV and you got all these channels is an option, you're fine. If you think about it, you probably only actually watch about four or five channels. Arrest him, have no interest to you. So that means that when people are looking for information, they're going to come to you and they're gonna expect If you're searching for the Comedy Channel, letting I expect you to be the Comedy Channel were looking for Cooking channel. They're gonna want you to be the cooking channel. They come to you for cooking. They're not really interested in your views on football. You have to choose your satellite channel. So we have to communicate the information that that person has originally connected with us four and we have to broadcast on that single channel, which is the core service product, or offering that we offer on the way to illustrate this is a story like to tell about the guy. It's a Sunday afternoon. His wife and the two Children have gone shopping. You know, the dogs out in the garden, running around and playing He's in is Conservatory. He's sitting that cup of tea. He's got some biscuits and he sits down and every month he gets this magazine and it's very rare. He gets time to himself. He gets this magazine and this magazine is trained spotters monthly. So sit Stand is comfortable. He's ready. Opens a page on the first page. It says the top 10 woke up goes of all time so close it looks at the covers system, right? Terms of next page 12 Fashion tips for the autumn. This is another guest Re keeps finding content in that magazine that you haven't requested . He subscribed, but he didn't want that stuff. He wanted the stuff about train spotting. That's why he subscribed. And it's exactly the same. What do you think he will do it up? Subscription. He's gonna cancel. It is gonna on follow. He's gonna If it was social media marketing terms, he would just say I'm not gonna receive this content and he would switch you off. You see, what we're actually doing is we're getting people's permission to market to them for our social media channels. But to do that we have to stick to our expertise on a core skill. And this is one of the biggest mistakes that people make. When it comes to social media marketing, they try and be free 100 channels of people. People don't like that. They're going to come to you as an expert, as an authority on a particular subject, that is around your core business, your core product, when the majority of your sales come from, and that's what they're gonna follow you for. And that's what they cannot come to you with information about. And if you start giving them over stuff, come out, you know, maybe what cup of coffee you had this morning? All the rest of it, they're just going to switch off. They don't want that. They've been bombarded with information constantly, so when they choose you as a channel, you got to give them what they subscribed. Four. Now the core of marketing really is communication. Marketing is about communicating a set of ideas to someone that they can respond to. Onda agreed to come into a trading relationship withers based on those values expressed. So one of the things we're going to communicate in our marketing is our expertise. You see if people I believe you're an expert when it comes to looking for solutions when it comes to choosing someone, they're gonna pick the expert. If someone was boiler breaks down, they don't call a gardener. They don't call a plaster of the call a plumber or heating engineer. So one of the things we want to communicate is our expertise. Now the second thing we want to communicate is our authority. Now authorities often derived from the opinion of those around us today perceive that we have authority. If they do, they will start communicating that authority on your behalf. One will be looking at social proof later, Um, and we can start communicating our authority through social media marketing on the third and probably most important thing we communicate for our social media. Marketing are our values. Our moral values are ethical values. Now this could be positive or negative. Let's take an example where someone leaves a negative comment on one of our social media post. Maybe a client or customer or someone like that has had an issue with us, and then we respond to them. We've you smell What? Do you know what you're saying to potential clients when they see that is, you don't treat your customers with respect. Now, if I see you respond and say we apologize for the issue apologized for the problem with experience, please get in touch with us using this method, and we will resolve this for you as soon as possible. Now that communicates a set of values that you're gonna help them, you're gonna take responsibility and you're gonna try and see it through. So when we communicating free marketing, we're tryingto communicate the three things, our expertise or authority and our values. No, the price about product. And if we can understand that expertise, authority and values communicated and accepted develop trust. And when a potential customer trust you, they can move through the buying cycle. So that's what we're trying to communicate. One. We are an expert to we have authority in this field off study. This area of expertise is business and free. We have values that they are gonna feel safe in their going to respect and appreciate unless essentially, what marketing is is communicating Nike free values until we get a trust response. 5. Mod 01 05 What Is Media: So what is Media? Media is content we produce, so it's content that we produce and put out on social platforms. Now Anderson Golden rules to creating content and that content could be blog's videos, podcasts, infographics many different types of content we can produce, and we'll talk later on in the course about how to choose the right type of content, you and your business. But there are golden rules we need to touch on. When it comes to creating content. Number one has to be useful to the recipient. It has to be relevant to the recipient. That comes back to the train spot analogy we discussed earlier. Andi, if we create content and media is useful and relevant, we follow those two golden roles. People will consume that content and they will followers back to our website. So when we're putting stuff out there, it has to be useful to the intended audience and has to be relevant. It seems pretty obvious, but most social media marketing abandons these two golden rose because they drop into what I call the cat pig syndrome. So let me show you what I mean. This is no social media marketing this is a cat pick. This is social media sharing. Not see many businesses do this Every now and again, we're gonna throw out acute camping. But let me ask you a question to showing you this image give you an overwhelming desire to buy my products and services. No, this is just social media sharing. Now some people will encourage you to do this is part of your social media marketing. But if we remember what we discussed before by sharing a cat pig, we're saying, essentially that our business is about CASS is our business about cats. If you're selling computer equipment, sharing pictures of cats doesn't really communicate what your business is offering. The only time you should share a cat pig is if you sell pet products, then the cat pig is appropriate. Now this comes back to the point. This isn't social media marketing, Mrs Social Media sharing. That's great. On a personal profile, you found a lovely cat. Pick anyone share of everyone Now who doesn't like a kitten picture. But we're trying to actually achieve marketing objective. No, what comes into this is a picture of your sandwich. What you having for lunch? people don't really care. And one of the things we're gonna be looking at much more debt later on is, I think, although we FM W I I FM, what's in it for me? Most people not interested in you, they're interested in them. So when we share stuff, it has to be something that resonates with them that connects them toe a product, our brand, our services. So pictures of coffee kittens taking your dog for a walk, all the rest of it. A nice of you trying to make friends with people. If you're trying to create a social media marketing campaign, you're trying to communicate your expertise, your authority and your values, and you need to stay whom topic. 6. Mod 01 06 What Is Social: So what is social? What is a social element of social media marketing? Well, the first thing we have to understand is something called social proof. Now, Social proof is what others say about you and your business. Know what you say about your business? But what they say and that is one of the most powerful fundamental aspects of social media marketing is that you can create a conversation around your business, your products and services the other people are initiating in carrying on. Now this is what is known traditionally as referral based marketing. Referral based marketing is where someone else refers you to someone else. So a typical example would be somebody starts a garden in business. I pick up to clients at a really good job on then someone else's. Oh, you gon looks lovely and they'll say, Yes, we have a new gardener. He does our gardening. Would you like his number? Or I'm in trouble to my boiler. Oh, you need Jeffs number. He fixed my boiler. He was really good. Here is really cheap. That's referral. Marketing on online marketing just takes that process and explodes it online so that people can come to you through the social proof that other people offer. We're gonna talk about U. S. P, your unique Senate, but what makes you different to everybody else? Well, when you understand, it doesn't matter what you say, but what other people say about your USB, then becomes what they're saying about you. Do you think about that little switch in your mind? It's no about you commuting your unique selling point. What makes you different? It's what other people say about you to define geo us pain because here's the golden row. People will not buy from you based on what you say they will buy from you based on what ever people say. So let me give you an example. If you've ever shopped on Amazon or any online platform, you'll go on that you'll read the description. I guarantee most people go through that description in about two seconds what they had to at the reviews. I looked down and I want to see what everybody else has said about that product is any good . It's not what the manufacturer, what a distributor says. It's not even the seller of the item. What matter is the third pie. Independent verification. So when we're engaged in the social element of social media marketing, what we're looking for is to create conversation around our products and services on our offerings because they're becomes the social proof that would enable other people to engage our services. So what? We need to look at it from different types of social proof, so that's gonna have a look at that. So let's have a look at some different types. We've got comments, re shares, follow accounts, reviews and endorsement. No comments have found on posts YouTube videos on blog's Whenever someone leaves a comment makes an observation. When someone else sees that and see someone engaging with you, their perception of your social popularity increases based on how many people they see commenting. Now another type of social proof you're gonna find, particularly on social media, is re shares. So if someone takes your content in shares again to someone else, that is a form of social proof. Because although I can say to you, here's my latest article, Please read. It is really good if someone says his marks latest article, please read is really good. Neesh area people are going to have a much higher willingness to engage in that content. Now Follow accounts. Reform of Social Proof As we build our social media marketing campaign, one of the things that we should be thinking about his follow accounts. How many followers can we get now? There's social proof in having lots of followers. But there's also something else, because when follow accounts go up, that means is more. More people are agreeing to receive your content is higher re share value, more engagement. So all the time you want to be getting those follow accounts up and the more followers we have, the more authority people perceive us to have. Now don't fall into the trap of buying followers or buying reviews. There are people are offer those services, the hug rooms will catch you and it's not genuine. People will see it. You want to create genuine fans of your products and your services, not fake ones. Now reviews are especially powerful, both positively and negatively if they're good or if they're bad, because reviews are saying people saying this was my experience with this business, so that's a very strong form of social proof. Now endorsements are really, really powerful, and they will come in many forms. They can be in the form of a review. They could be a private email on what we want to do with those endorsements is want to capture that social proof, take those endorsements and actually put them on our website. So we're gonna sell a product if we can place an endorsement before that product before they go into perching that product, that's gonna add value. So a little tip on how to manage endorsements if the endorsement is made publicly, feel free to reuse it on your website. But if he endorsement is made privately, were an email, always ask permission because some people will not like you sharing a personal communication. Have you just send him a quickie about Thank you for the endorsement? That was wonderful. Do you mind for sharing my website most of time? They're going to say yes, endorsements extremely, extremely powerful. So if we look at these, these are all the activities off other people verifying that we're a business that has expertise, authority and good values. 7. Mod 01 07 Local Vs International: So let's look at local versus international social media marketing. The first thing we have to ask is, Where is that audiences? It local or international? That seems like a really obvious question, But sometimes people don't really think about it. So where your audience is gonna change the way you social media marketing or somebody activities you actually do? Do everything you have to ask is, Are they actually online? So if you've got a website for Bowling Club members, you might actually look at it and think it. Actually, these guys not really online, they're not really using computers, that the older generation that may be struggle with computers, and I know it seems an obvious thing toe ask. But it's really important. So actually, before you set out on your social media marketing, whether local or international, so I see, think and measure. Is this viable? Now? The challenge is but come from Crane. An international social media marketing campaign is. There's lots of competition for what you're trying to put out there. You have now entered onto the world stage, so that could be a huge challenge when it comes to create a social media marketing campaign and your product has no boilers or you ship worldwide. Now, if you have a local social media marketing campaign, what you're gonna find is you got geographical area you actually trying to reach, and you're gonna approach that completely differently. You might do much more community based marketing or social media, community based marketing. Where Ukraine Online community. That's a local resource of international. You really need to be worrying about content, blog's YouTube videos, talks and key waas so that you can compete as much as possible internationally. But before you go forward, have to really think about is are you gonna talk an international market, which means lots of competition? Are you gonna launch a local social media marketing campaign where you're going to focus on the local community and getting people interested in your content in both? These instances are the real key is creating the online community. You can create an online community and that will be discussed in another module part of this course. You can overcome both of these sets of challenges, but the reason I bring out is you need to be thinking from the beginning where your audience is, what their needs are how you're going to get them to interact with you and how you're going to get them to give you the social proof you need, where it's gonna really count. 8. Mod 01 08 Activities Mod: activities to complete activity. Number one. Sign into your Facebook account and county ads on the page count the number of times you see interruption based marketing or push marketing. And think about how many of those ads you actually took, any notice all in the past and how effective they were on you. Ask yourself this question. When was the last time you clicked on one of those links? What was it that made you click Activity number two without reviewing the lesson. Writer sentence. Explain the difference between Push and whole Marcus E activity number free without reviewing lesson name free types. Social proof that you would like to see more off in your online marketing campaigns. 9. Mod 02 01 Introduction To Marketing As A Business Priority: marketing as a business priority in this module. We're gonna look at how every company should be a marketing company. We're going to look at the feast and famine cycle. We're going to explore the principle of continuous marketing. We're also going to look at the 80 20 principle. We're gonna look at the traditional view of sales and marketing on whether that still fits in modern marketing campaign. 10. Mod 02 02 The Marketing Company: the marketing company. The reason why most businesses fail is because they don't take marketing seriously or marketing is an accident. They occasionally happens to their business. Now we can learn a lesson from Red Bull. Whether you like their drinks on the When I say Red Bull, most people will probably say, Oh, rebel, yeah, they're a fizzy drinks company But actually the no, the way less structured and set up is they are a marketing company, the cells Red Bull, and this is something we need to understand. A successful company, a successful business is a business that prioritize their marketing because if you're not marketing, nobody knows about you. And if nobody knows about you know when combined. But it goes much deeper than that, because when you become a marketing company, you become very aware of your message on every front. So whether it's a social media marketing campaign where it's on your website, where it's on the telephone, whether it's on point of service, where we've got an installer going out because you're a marked and company and your focus on communication, your expertise, your authority and your values, the natural consequence of thinking and running a business like that is that you will get sales. Now. When you start thinking like a marketing company, then essentially your product, your service. Your offerings become which X Because once you learn how to market your business, you can market any business and widget eggs. Doesn't matter what you sell doesn't matter what service or product you offer. The same principles apply now. Another thing to understand is that marketing, good marketers and most sought after skill is good marketing. With businesses on, people pay huge amounts of money to get the right type of marks are on board that can actually create results for the company. And that's because it's probably one of the most important part of the business what you communicate to your customers. But you might be thinking, but I don't like marketing me personally. I love the psychology of marketing. I love how marketing works and how you can match the buyer. Journey toward marketing funnel. There's a lot of people just don't like marketing. Even if you don't like marketing, you still need to understand that principles of marketing still need to understand how it works, so that when someone else does your marketing for you. You know that they're doing marketing the way it should be done. Now. This is a challenge, a lot of time flipping this model of business on its head because normally a business is a business that produces something, and it has a marketing department or sales department. But when you flip over when you become the marketing company that sells Widget X, you're focus on revenue potential, have the opportunity to experience exponential. So I want to encourage you to be excited about transforming your business or helping someone else transform their business from someone who makes products to a marketing company that sells widget X. 11. Mod 02 03 Feast Ad Famine: now one of the biggest problems you're going to find in any business that doesn't have a good solid grasp or city imports of marketing is the feast and famine cycle. So the feast works like this. You do a big marketing campaign, you get low to cells in, everyone's really busy. And if it's a factory, everyone's making stuff, and it's really good. I was really happy because it's feast time. And then what happens is because everyone was so busy. Because, you know, our marketing company that makes which X or you don't represent a marketing company that makes which it X is the marketing was probably done by Doris, who's a reception. It's a did a bit social media all of a sudden stops. And then what happens is that lack of marketing doesn't catch up until free to six months later on all of sudden the businesses in this famine period. So we got this feast and famine, feast and famine cycles. It goes for a business, and it's because we're not consistent with our Marks Inc and I have learned this the hard way of businesses in the past. You get very busy. I'm too busy to do the marketing I should be doing because I'm doing operations. And then what happens is all that work dries up. Nothing behind it. So the feast and famine cycles is something we have to overcome has a business on. The way to do that is by system izing your marketing by creating content calendars, and we're gonna be going through this in great depth in the course. But she Jerling by having a plan a social media marketing plan so that the whole structure is built in the whole process is built in on the whole organization, and company is committed. One of the biggest challenges marketers have is that the company has a period where year we're going to load a marketing. We're gonna employ someone, ever consultant or someone in the business. And they start then, after a little while ago are impatient, don't see the immediate results a special social media marketing and get discouraged. So the important thing is riot. Beginning is to understand for yourself or to explain before you go into that situation, a managing expectations of what's gonna happen with social media marketing and how is gonna affect the business. But how? The growth curve will be gradual but will be exponential 12. Mod 02 04 Continuous Marketing: So let's look at continuous marketing. Now. We've continuous mark thing. We have the soldiers, soldiers, a piece of content and information that we put on our website on our YouTube channel in a podcast broadcast which ever type of content we choose to create as a marketing company that are out there sitting in search. And what happens is when someone comes along that's interested, soldier captured them brings them to our business. The principle is really simple. No more soldiers. You have no more people you will capture. This is search engine based marketing. We need tohave as many soldiers as possible. And that's why 12 to 18 months is important because you could produce YouTube videos and you do one YouTube video on Expect that to bring sales. But if you produce one YouTube video a month, that's 12 soldiers a year working for you. If you produce one a week, that's 52 soldiers here out there working for you, and that's what it means by continuous marked and we have to keep adding, the more we at the bear we get, the greater impact online is going to be never aspect of. This is top of mind marketing. If you only put a piece of content out once every six weeks, people are going to forget about you being Facey content on a regular basis. If a CIA daily post on your social media marketing channels, you are top of mind all the time, it's almost like he who has the most content winds. We have to beware off consumer fatigue. You don't want to give them so much content. They switches off because they can't cope with the onslaught. But if we're very regular and continues with our marketing, we're going to keep ourselves in front of people all times. And then what happens is when someone is looking for that solution and they ask online, people will remember us and we will be top of mind. Now this aspect is actually used in advertising. So when you have a traditional push marketing campaign, you will see that companies like Samsung and Apple and always pushing out there advertise, always reminding you of their products, always trying to keep top of mind, because if they can stay top of mind when it comes to you actually arriving at decision time of buying a product a service or in offering yours will be top of mind. Now, the next thing we have to understand we've continuous marketing is a snowball effect on what that means is this. When you build a snowman, you go to a top of a hill. You got small snowball, very small. You start pushing it down here, and as you push it down the hill, it gets bigger and bigger and bigger eventually gets so big all your actually doing its steering it and eventually get so big it's almost running by itself. Down the hill, you just need the lightest of touches, and that's what we call an exponential increase in the effectiveness of our marketing. So by practicing continuous marketing by pushing that snow wall down the hill by adding content by posting regularly, what happens is you follow account, increases your numbers of subscribers, increases your views, increases the number of people visiting your website increases on what happens is we're more people, visit a website, you're gonna find Google. They're going to see that start ranking your website higher because people are coming onto your website and they're clicking through on two different pages, and that's telling Google this is really popular stuff. So if you can drive more traffic to your website in your competitors, that's gonna be a huge factor in the search engine optimization off your website. So the real corrida messages this. If you do social media marketing campaign for two months, free months and give up your wasted your time. If you're gonna 12 to 18 months and you get focus, you get better. You keep putting content out there. You understand by what's being consumed, what people, one crying more that eventually you could create an avalanche in your business. 13. Mod 02 05 The 80 20 Principle: Let's have a look at the 80 20 principle. This is a principle very strongly subscribe to the new company nobody knows about, and nobody's ever heard off should spend 80% of their resource with time and money, or both unmarked ing their company for the 1st 6 months, at least because nobody knows about you. Nobody knows you're there. Nobody could buy your product. And when you think about it like that, if you're not marketing if you're not, I'm marketing company selling widget eggs. You're not marketing. They're the most dangerous parts. That's when your business is the most vulnerable. To. Filing the established company, though, is a company that's already got a snowball running. So the established company probably needs to spend about 20% of its time on marketing 20% of its resource on marketing. And if it does, it will avoid a feast and famine cycle of cities of percentages that are very arbitrary. But this solid principles is not so much about 80% of 20% and literally 20% of income. It's about the principle of understanding how important marketing is to the new company on the established company, so we have to understand time as a resource. And we have to be willing to commit that 20% of our time as an established company or 8% of the time. There's a new companies that How would that look? Well, a new company is brand new. I mean, you gotta go out. You got it. The network means you're gonna meet people. And if you're online your marketing to an international, you have to get out there. You have to be content you have to share. You have to comment. You have to go out and let everybody know you've arrived. And the established companies, you gotta keep that presence going. You got to keep that top of mind awareness out there so that people can come back to you and not forget you when they come to the place of a buying decision. And it's important to understand this principle is the first time someone contacts with your business. I might not be ready to buy. You might be nine months, 12 months down the road or something. I'm gonna buy and ready to buy. What was that company if you gave up your marketing after free mumps and you didn't commit the 20% principle you've lost, like likes. You can't find you. He's gonna go someone who is actually out there putting out the content and communicate with people. The time is a resource we have to look at on. We have to be willing to commit. Money is a resource as well is something we have to commit because there are costs to this . There is no such thing as free marketing. There's always a cost ire in time or in money and often in both. So we have to make sure that we're willing to commit that money that 20% 8% that time, 20% a percent as a resource to make our marks and company that sells Widget X actually work . And that's the point. We have to understand the reward if we market our business effectively. If we adopt that mindset of being a marketing company that sells widget X and we can create the success, the early upfront investment in our marketing will be worth the effort. But we have to understand that snowball effect. We have to understand this is going to take time and we have to adopt the 80 20 principle if we're going to see that reward long term 14. Mod 02 06 Sales And Marketing: sales and marketing. The traditional tension in many businesses is there's a sales department, There's a marketing department, and never the Twain shall me on. They are constantly fighting. Now, a few years ago, we haven't experienced. We have a large contract with a client, and then the management changed on what happened. Waas, the guy who was put in charge of the company, came from a sales background on once he took charge of the company. His position. WAAS Marketing doesn't work, only sales matters, So we're going to get rid of the marketing side of things. And you couldn't change this guy's mind because he perceived of that when he went on the shop floor and he sold something before he got promoted into the CEO position when he was when their top salesman that the sales team did it all by themselves. So what you have is Man United Football Club, a Man City football club, and that's how most people view sales and marketing. But sales and marketing are just two parts of the same process, and that's really important to understand. So when I talk about marketing and sales funnels, we're going to go into ADA marketing later on is one process. There shouldn't be too department. That's a traditional tension that comes from 20th century businesses. Now the every thing to understand about the terms sales and marketing, specially an organization is often on by the public. That scene is dirty words. When you talk about sales techniques or marketing techniques, people automatically think in terms of manipulation. Now good marketing is about filtering the right people into your marketing funnel on the wrong people. How you don't want the wrong customers in your marketing funnel saying bad things about you because the product wasn't suitable for them. They shouldn't have bought it. And that's what some people try and do the one everyone in their marketing funnel. No, you want the people that the product you offer actually fits, and that's so important to understand. So when we deal with sales and marketing, sometimes we come up against these issues of sales and marketing being day where so that means we have to deal with contention. Sometimes we have to deal with challenges on sales and marketing as principles on what's really important for us to understand is we value both aspects off this one funnel, in fact, was so intertwined and not even to aspect. If you're dealing with a company on dure working in a company, you're taking this course and its sales and marketing departments, it's really important that you communicate. The both of those have equal value on a part of the same process, and that's going to help defuse a lot of contention. And also, when you're putting your content out there, try and avoid communicating that this is sales material. It is marketing material because people switch off to that. Most people's concept of sales and marketing is dodgy. Dave and his used car lot or Keith and Trevor, the double glazing salesmen. That's what people see when you say sales. Um, Arctic. So we want to avoid communicating the traditional tension. We want to make sure the processes clear that's part saying process. Avoid using the word sales and marketing in our content. Unless we're teaching people about sales marketing. Andi be ready to deal with contention both in the organization and outside the organization when you use these terms. But here's the really important thing to understand. If you're a marketing company, the cells widget eggs. That means everybody in the business is part of the marketing process. So whether it's the cleaner whom keeps the place clean, whether it's the person sought in the mail in the mail room doesn't matter. This point of sale staff doesn't matter. Everyone is a marketer. Everyone needs to communicate the companies, expertise, authority and values their ethics. So when that is ingrained in the organization, when you have a culture of everyone understanding what they're supposed to be doing is part of the sales and marketing of your business of your brand. Then you're gonna have success in that company. But if you have contention, if you have people fighting against that, it is very difficult to succeed. And that comes back to the earlier point. If you create a sales or marketing campaign that you get buy in from the very beginning with all levels of the organization, that time commitment, how long this is gonna take, how much resources going to take what you expect the outcome to be, and even if you're doing it for your own business, you need to go through that process because you need to completely sell yourself on the value of what you're doing. 15. Mod 02 07 Activities To Complete: activities to complete activity. Number one. Find some advertising from Red Bull Apple, Samsung on Write Down. How effective you think that ads are? Onda? Why one of my particular favorite is an Apple ad the fitness ads from a few years ago. If you go on YouTube and you could find knows, they're really, really clever there a marketing company, the cells with your ex. So they presented lifestyle and in so which it X, which was their iPhone. To enable the lifestyle that people were seeking to go and have a look about you get a chance Activity number two Without reviewing a lesson, Write a sentence or two to explain why most new companies fail activity number free without revealing the lesson. Name the two resources you have that you can use in your marketing campaign. 16. Mod 03 01 Introduction To Understanding The Buyer Journey: So let's have a look at live by a journey. We need to meet Bob, you to understand the seven steps of marriage, the by journey that is mapped out with the ADA process, which is attention interest, desire, action on. We have to explore how social media marketing fits in to this Biogen. So let's go and have a look of that. 17. Mod 03 02 Meet Bob: So let's meet Bob. So one of the things we will often do when it comes to marketing is create a buyer persona . Now this seems a little bit silly, but it's really gonna help when it comes to marketing on. What we might do for by persona is we draw a picture of Bob on a piece of a four paper put in landscape mode. Andi drew a picture of Bob right down Bubs age. Bob's relationship is marital status. Does Bob have Children? What type of lifestyle does Bob have? What type of needs and problems does have think about all the different things you can think about Bob in terms of what we call a buyer demographic. Where does he live? Income levels. What does he like to do in his spare time? War is hobbies. And then we wanna write down that by persona. We wanna create that map of our perfect ideal customer. Now, often times we can assume the by persona at the beginning. Last time goes on that we become more for me with a customer base will start to see different things coming forward on different things in common that our bayous half, and then we can modify the by a persona. But it's very important. Have a clear idea of who Bob is while his lifestyle is what's aspirations are what his problems are with income levels are all of these different things because when we start marketing toe Bob, we need to be clear specific. This is one of the biggest mistakes people make. Remarketing is, they go to broad. They try and sell everything to the whole world. If you ask somebody he's very fusing about their business and their the potential of their business, who would buy your product? And you'd be amazed how many people say, Oh, everybody, this is for everybody on That's a classic marketing mistake. You need to figure out who will buy a persona is. You can modify it, broaden it, narrow over time. You have to start somewhere. And then Bob, was that responding to you because you're speaking to him on what is Bob buying? So when it comes to Bob, once we set his persona, what is he trying to buy? Because often one of the biggest mistakes that people make when it comes to start to sell that product is. Actually, they're talking about what they perceive. Bob needs Robin and asking, What is Bob actually trying to buy? As an example, we had someone come to us and they were making queer is about how we might mark in their business. And we said to them, What is it you're selling? And they said, We sell artificial grass. Okay, No immediately, I step back a bit and I was looking this nothing. Him probe isn't trying to buy our official grass, so we carried on talking to this client, just getting him to open up a little bit more. So who's who's who you actually currently serving to What? What is it they have in common? And he soon started to say, Well is people that don't have time to do gardening. So when I have first heard artificial grass, I'm thinking, or football pictures they're selling to football pictures. That's what a day. But what is actually saying was a lot of people are buying Setser who's buying it, And he was saying, middle class people that don't do the gardening at the weak hand elderly people, it can no longer motor lawn, but they still want to look out onto a nice garden. People have got kids and they're playing football on the grass constantly. So immediately we got free types of by persona, but what they all have in common, they all had a lack of time to do the gardening. So what they were really trying to buy was low maintenance gardening. That was what they were trying to achieve. That was the problem. They had high maintenance garden and they didn't have time for and they wanted a low maintenance garden. But I still wanted to look of grass. It it didn't just want to put some stones and some concrete down. Bob, in this case, is actually trying to buy low maintenance gardening. So now when it comes to marketing that product, we could marked it. As the company can make the new marketing mission statement off, we provide low maintenance gardens and then once you realize that and he was like, Oh, we could start selling these high bed plant pots which bring them planting a pew because elderly people can't bend down, but they still want to be able to do their flowers, and it's really start to realize what Bob was trying to buy, and he actually and started opening up the ideas of the services they could actually offer as additional value. So he went from selling artificial grass to providing low maintenance gardening solutions. It is website on. His marketing could now reflect author. I'm being much more specific. And then what was interesting is, well ended a search on Google and we tested this. But we looked at the Google Analytics and we looked at artificial grass number of searches in the local area who was a local business and then low maintenance gardening. Onda I can't remember, but I think it's free to 4 to 5 to one difference in favor of low maintenance government. So it's really important to understand is no about what you're selling, which might be artificial grass is about what Bob is actually trying to buy. What problem is he trying to solve? And then you sell to the solution off that problem? So let's think about this. I think about Bob's cattle. What type of cattle is Bob trying to buy? You might think we saw cattles. Bob is buying your castle well, he might want a budget castle he might want to status. Capital Praise Kitchen. Yeah, he might want to really, really nice looking. Branded kettle. Just the boy. His water, you might want a cattle is really safe because he's got a young family. It might be important to him to reduce the environmental impact. So once we start looking at that, Bob's cattle becomes quite complex. Because if we're trying to sell a status cattle toe Bob, who's trying to buy a budget cancel, then we're not going to get the sale. So this helps us toe deepen and understand the by persona. Why is Bob buying what is Bob's cattle? What is the product he's looking for? Because you might sell a cattle, you might realize, actually, what you need to start doing selling different cattles two different box. So meeting Bob, understanding the buyer persona what Bob is buying gonna leaders toe which castle but is actually looking for once we understand that we can address our marketing to those needs accordingly. Now, one of the biggest problems that Bob's gonna have sometimes we've buying from a business is he can't understand you now. This is principal of communication, where someone has specialist knowledge in an area. They start communicating in that language expecting the Lehman toe. Understand? On toe bob, it's like you're speaking Chinese. So when you wanna communicate effectively with a potential buyer, you have to translate your industry. Speak into something of Bob I can understand. You see, each area of expertise has its own language. The English language is very interesting like that in the sense of you can learn English. But you can still be speaking someone in English. And that's speaking an alien language because you could be speaking to a Web developer and he starts talking to you about HTML CSS and JavaScript. I know you want to know is where my page look pretty on the Internet. So the question you have to ask is, when you're communicating to Bob with your marketing is Cam Bob. Understand you. So one of the greatest skills a marketer can have is the ability to translate Chinese into England to translate an air of expertise into something the Lehman can understand that there are exceptions where people are very technically astute, and they're trying to buy stuff that they ah familiar with that isn't Chinese to them. but a lot of time. Typically, Bob can't understand. Let's just look at an example. I was talking to this company and I said, What do you do? Explain to me what you do and it's usually where starting a consulting with companies, What exactly are you selling? And this guy said, Well, we sail cat, five cats, six data cabling and any rambled on about all these technical specifications of the cables he sold and and I just stood there. Okay, okay. Stop, stop. What is your client trying to buy? Oh, cat, five counts. Six days? No, that's not what he's trying to buy. What is he trying to? So and he said, Well, I usually it's got a really slow Internet in their office and they'll have staff working on the computers on their slow. And what we do is we go in and we speed up all the data connections, and we we we change that computers and we make it go faster, I said. So what they really are trying to buy is a more efficient computer system, which reduces staff downtime. Yeah, that's typically what they're trying to buy. So I said, that's what you've got to sell. But his clients wouldn't understand that he was solving their problems. They couldn't understand him because he was speaking in Chinese. So when we start marketing to Bob are by persona the question we have to ask is, Can bob understand what we're saying? So you have to translate your product service offering into language that he can understand you like this is like this or this does this. This is going to do this for years and after he really clear about the need, how bulb understand the problems you're gonna So for him, we have to understand what Bob's favorite subject is. Bob's favorite subject is him. So another typical mistake we're going to see a marketing is a company that talks about itself all the time. It's like going to a party in meeting someone for the first time. But all I want to talk about is them. So he stunned their son. I I wish your name and your Monday, so so And I worked at this and I drive this car and I went on holiday this year and I did this and I did that and I think this and I think that if you have got court in that type of conversation appropriate for a little while, starting to think, How am I gonna escape how we're going to get out of this? This is really boring. I'm already interested. You see, Bob's favorite subject is himself. Remember, marketing is communication. One of the arts of communicating effectively with people is talking about them not talking about you. So Bob's favorite subject is how he come So his garden maintenance problems, his favorite subject is the problems. He has no official graft, not cat five cabling. So whenever you talk to Bob, you must always talk toe Bob's needs Andi Bob's ego. So if you're talking about yourself all the time in your marketing, your business, him were wonderful. I'll be great. Look what we did. What was going to lose interest. If you're talking to Bob and this is gonna help you both, this is gonna give you this. This is going to solve this. Pulps come in like 18. Mod 03 03 The Seven Steps To Marriage LB: The seven steps to marriage. Now whenever we market to somebody, you have to understand that most people do not buy. On the first encounter with others. We have to create a relationship. And the best way to understand this concept is to go for the seven steps of a marriage. Now if we're going to get married to someone, the first thing that has to happen is a half notices. Then we need to have a conversation. We have to start communicating with that person. Then we're going to go on a first day. We're going to see how well we can learn in a more intimate situation. And then if we like the first day, we're going to continue on multiple days. Then at some point there comes a time when we decide we're going to define the relationship, we're going to establish relationship. And then there comes a time when we decide that we're ready for the big commitment and we're gonna get engaged, we're gonna make that commitment to getting married. Then we're going to get married. Now with social media marketing, we get noticed and we can start on a conversation. And then going on a first date is getting them to come back to our website. And then we're going to want them to come to our website on multiple dates. And then at some point we're going to ask them to establish a relationship with us. So we might ask them to sign up to our newsletter list. And now we've established a relationship where we're saying we can have much more personal communication now. We have a level of commitment and now we can communicate in that context. So that's where our newsletter would fit him. And if you're doing online marketing and you're not using newsletter marketing, then I strongly recommend you start considering it because a newsletter marketing list online is well-known as powerful tools you can have. But once you've established your relationship, there comes a point where you get engaged now. And engagement is where someone comes to you and the first time they come to you, they are going to buy a product. Now, typically when they buy a product, they're going to want to buy what we call a gateway product. If you're selling a product that's free and $0.5 thousand friend, 0.5 thousand pounds. That's a really, really, really big, that's a marriage level commitment. So if you set up a, a product that's maybe a 100 pounds, let's just give you an example. You've got a web consultancy and new, so the design and implementation of websites, you might have an all singing, all dancing e-commerce package for free and a 0.5 thousand pounds and they come to your site and that's to bigger commitment. Yes, we've got a relationship had been on days. You've given me interested in stuff and content and I'll be coming back to your website or read what you have to say. You really asking for big marriage here. So I might have another product, say a marketing checkup for 95 pounds and $95. I'm going to look at your marketing and write a full report with suggestions on where we can prove what some quick wins are, what some long-term things you need to do. And we're going to have that for 95 pounds. That's an engagement as a gateway product. And if they like that as much, a much, much bigger chance that they will actually get married. And that's how it works. That's how we get someone from social media onto our website. That's the whole Biogen and that's what's going to happen. We have to take them through the steps of marriage. We can't expect to get married at step one. And this is what most people do with their social media marketing at number one, that trying to get people to marry them, they're trying to get people to buy their product and it's too early in the relationship. And if you can understand and implement, then it's much more likely that you will eventually get the sale you're looking for from the right type of leaves and something else. We have to remember when we talk about the seven steps to marriage is the wedding guests notice is the person who turns up and he looks around and he never actually buys anything. He's just a wedding guests. And we look at him and we think we've done all this effort. He's come on. He's never bought from us. But one of the things about a wedding guest, and we're gonna talk about SEO and another module. But one of the things about the wedding guests, he comes on your site and he's gone from page to page. You're looking at different stuff and it comes back on a regular basis and he visit Google, see that traffic. And that is telling them that people find this website useful and relevant. So he starts to pay for the content you're giving him by providing you SEO value, by providing you with a value because he's on your web site and he's traffic. And obviously we're not talking about one person here, we're talking about multiple people to more traffic. The more click-throughs, the more people consume your stuff, Google or watching that. And now they're going to return that higher insert because they are going to say, popular content is solving the problem for this keyword or keywords FOR we're going to deliver this in search. So even when people are not buying from us, if we get them back to our website, the wedding guests will actually benefits. So you don't have to sell to everybody. They all pay in one way or another. 19. Mod 03 04 The Buyer Journey Aida: So let's have a look at the buyer, Johnny or Ada, Sort of by journey. The first thing we have to understand is there is that journey Now. We talked about the seven steps to marriage as a principal about the math points of contact it takes for someone will actually buy from you. No. Occasionally, if we have enough social proof and we look legitimate, the bio Johnny is gonna be one we don't see necessarily. So they're gonna turn upon a website buy from us, and that's great. But they still went for it is by journey. You might not have seen it. Now let's understand the buying journey. What is the By Jenny? Thereby journey is the process someone goes through before they will buy from you. In the first stamp of that journey, it's attention. The eyes side, a young girl walking through the shopping mole and she's walking along and over sudden. She sees a dress in the window and she needs a dress. She needs a summer dress. It's a style she likes. You see in the style. She likes it immediately. It's got our attention. Eyes have seen it, so the first part of the bio. Jenny is the eyes seeing the product on offer, and then she walks over and she sees that there is a 50 dollar price ticket, but it's been reduced to $30. So now the mind starts getting engaged. The intellectual part of the by a journey starts to get involved. Now she's got $30 sheikhoun, just about four. That this month of a budget for intellectually, she's now interested. We come from the eyes to the mind. Now the next step is the desire. Face the heart. So she goes in, takes a dress in her size. She takes into the change room she tries on. She looks in the mirror, and she really likes the way I look on. All of a sudden desire springs up in the heart. Now she's actually starting to design is to fall in love with the stress. This is something she wants. So we've gone eyes to the mind and Natalie Heart. Now we get into design. Now we're getting closer to a sad, but we still haven't gotten a sale because as she walks out, she's walking out, and she really likes it. There's a sounds assistant waiting there, you says, Would you like to buy that dress? And there's a call to action. There's a call for her toe physically do something and she decides, well, that this is something she likes. This is some intellectually she can afford. The most important of all is something she can. She desires. Now the heart engaged, so she takes action. She goes over and she pays for the dress and takes a dress out. That's the buyer journey whenever someone buy something. This is the process I go through on when we understand that we can map our marketing to Johnny. 20. Mod 03 05 Attention Content: So let's think about attention now. Attention is social media marketing when we turn on line marked and we're going to get attention on the social media sites on other people's properties because they're people on there that we can appeal to and try to get the attention. Oh, so the first thing we have to do is we have to be dramatic when we think about the girl buying the dress. It was no accident. That dress was in the window. There's someone job, literally have a friend who does it to dress the window, and she's gonna make it look beautiful. She's gonna be dramatic. It's gonna be very calculated how that is laid out. And we need to understand that there's no accident. The shops know how to sell. They've been doing it for hundreds and hundreds of years. A name now, how to dress a window. They know how to do the traditional equivalent of social media marketing. So we want to be dramatic. We want to make a statement. You wanna be interesting. We want to catch your attention. Sometimes you want to be controversial. We wanna say things that surprise people, and we wanna get their attention. At the end of the day, this is what we're trying to do. So when you see social media, marketing content, a lot of time, you're going to see people making dramatic statements or they're gonna be doing something this extremely interesting and different that might be being slightly controversial. And all of that is about getting their attention. So when we come toe ADA, attention, interest, desire, action which maps the buyer journey? Are we much our marketing that by journey we have to understand it? The attention part is where we apply a social media marketing. 21. Mod 03 06 Interest Content: So let's talk about interest now. Interest is what we would call a long tail content. This is the content that we put on our website. It could be blog's videos, resources podcast anywhere. Well, we can place content that is useful and relevant. That could get in the explain Google so the other people can then find it is interest content. So we want to take them from social media to her block toe our videos to our resources to our podcast. We wanted to hate them off. Remember the social media Marketing monster? He's good at taking them off social media and bringing it to this place. And this is where we engage the mind in Gezi intellect. This is where we start to develop that interest in what we have to say as a potential expert on authority in their mind, I wonder the key ways to do this is to educate people for free. So if we're gonna educate people for free, what's gonna happen is they've got a problem. I want help with that problem. They want guidance. They come to you. When you educate someone for free, you become the expert. You become the one. Then they trust. So they might come to you because I want to learn how to make apple pie and the common you've got a video website on the apple pie is, you know, it's a land you only ingredients that, like this is great. And then they start looking at your other free recipes. It'll suddenly start to engage, not a classic example of this is from a guy called Marcus Sheridan, who started a company called The Sales Lion. Before he had that company, he was selling prefabricated swimming pools in the US Now what happened, Waas, huh? I was sunning swimming pools. An older, sudden recession hit on when the middle class of hit by the recession. And that's when recessions tend to start getting noticed that when the middle class get it , those who are affluent forever additional income that it don't need beyond their basic living costs. So when the affluent start to get here, his company start to suffer. So he was desperately such amount and thinking, How am I going to get out of this? So his story goes something like this. And forgive me if it's not completely accurate. It's from memory, but had employees. They're losing money because it just couldn't get enough work in there in the middle of a recession. Andi for 30 days. What he did was he just sat down and wrote, I think it was Fate. Blog's Orfeo course might've been 90 days I can't remember exactly, but basically started writing all leads articles. And what you did was this. He wrote articles based on the common questions his customers had. Now what that meant was this whenever in search for a solution to that question, they came across his sight so they would have questions about fitting a swim port room that I need. You know how much you gonna cost me? What's the main? That's all this and every question had ever been asked. You start to write articles for, and he knew which would have common questions because he was an expert and that these were the common things. It was all and who started but the most common and I worked from there what was really interesting. The traffic on his website went up, but that wasn't the most interesting thing, because now he's got people coming on there because they've got questioned. What he used to do is he used to send out a sales representative to the House, and typically that sales representative would be with a potential client for free hours. And they would have something like a 20% conversion rate on by doing this by solving problems by educating for free in the area of its expertise. What they found was the sales calls start to go down front toe an hour because the people that were willing to buy it actually started going to the website asked most of the questions. They already knew most of the information, and then the sounds representative was going on. They started closing. I think the figure it's from memory guys have give me from got it slightly wrong. But I started closing 80% of their cause in one hour because part of the sales process is educating them to the place where they can make a decision, and that's what he did. And that's interest content, educating of free. So it doesn't matter what you're selling. If you understand who Bob is for you and you could figure out what it is, they're trying to understand what they're trying to learn what problem? They're trying to solve a new start, creating content towards solving those problems towards educating them. Now you've got interest content, and now you've got something they're gonna want to come up. Social media. Andi, go to your website for and then the everything we need to think about as well is evergreen content. Because this is what happens. You create a piece of content, you create a blogger or a video or something like that, and you put that on your website and you get stuck in traffic. And what's gonna happen is, as you get more more traffic, that's going to rise higher and such more more people going to find it. So when we create interest content, some of the things we're gonna want to think about is ever agreed content. So evergreen content is content. It doesn't go out of date. They can't always do this because sometimes you're gonna be selling in an area where things do go out there rapidly. But when you can try and create evergreen content, try and create the classic apple pie recipe because once ice up, that becomes that soldier for you. That becomes a soldier on the Internet bringing people back to your website. But we want to spark that content off. We want to get that traffic going at the beginning. On the way, dude, huh is a sharing that content to social media so that people from social media come to your site. We get that traffic generating going. 22. Mod 03 07 Desire: So now they're on our website and we need to move to the desire face. We have to start developing intimacy. We have to start developing a relationship, so that is going to be a newsletter. We want to get their email address. We want to get on the list because now they've given us permission to communicate with them on a regular basis. And they've given us something very precious that they don't often like to share. And that's that email. So now we've moved to a level of intimacy. We move them to a newsletter. So without content, we're providing content on a website, and we might just provide a free PdF. Remember the apple pie if you got the apple pie recipe and they could download if they give you your email address, even though it's on your website. If they can download as a PdF, they will give you the email. Now you've got permission to market to them. Until now, he was in a very loose relationship, but now we're establishing our relationship on. The other thing is, well, now we're engaging the heart, so now we're appealing to their emotions would be an intimate would create relationship and sometimes people and find it difficult to understand difference between interest content and desire content. The desire content is going to be an email marketing the stuff you send out in your email every week or every month, and you're gonna be really intimate that you're going to give them stuff they can't get anywhere else. You're going to give no special offers that nobody else can have. You're going to give them insider information that nobody else can have. You're going to give them bonus recipes and no one else gets, and you could be personal intimate with them. They're gonna read your newsletter. Think that day the only person in the world you're talking to on. We developed desire for our main products because within that newsletter there's an offer not necessarily right the top, usually at the bottom or on the side. There's an offer where they can take action. We want to engage desire on the way to do that. It's been developing relationship or a sense of relationship and intimacy with that potential client. They need to feel that your their best friend. So as we develop this relationship, we have to really focus on Bob. We really at this point in, ah, marketing ada marketing Funnel that funnel. Looks like this will bring minutes Our attention Onda we There's a lot of people at the attention phase and few drop often and interest. Not so many people, but there much more targeted You bring it to the news. That face. Now we're getting down. We've gone from 5000 to 100. So that 10 people, the really are ideal customer. This is Bob. As they come in the funnel, some are gonna filter out. We don't want those, but the ones that come in are gonna be much more highly qualified. On the other ones is that bulb that we developed a relationship with by supplying the exclusive content that makes Bob feel so special. So, like I said, the best place to do this is in your newsletter. This is the place where you can create all that desire on a point. Your action 23. Mod 03 08 Action Content: No. The action phase is where you ask for a decision. Now, a lot of time people feel scam me and Spammy when the asking for a decision. And this could be one. The heart of things for people is asking somebody to buy something from them. But what we have to understand is there is a trade. This is a transaction. We're offering one set of valuable resource four a proportionate amount of valuable resource. This is a trade. We're not robbing them or not stealing from them. We are asking for a decision on the best way to do that when the best ways is in news that our office, once we get them through that first engagement buying that first product, they can come to the website making by more. But the news that our office is going to give them an incentive to buy, we're going to give them exclusive deals. I can't get anywhere else. We're gonna make them feel so special. Me ask for a decision. We're gonna offer them our gateway products. We're gonna say Try it, ISS. Here's a special offer before we try and sell them something huge. Andi, we're going to promote a premium products. We're going to let them know about our top notch stuff on the best place that it if I can set in your newsletter, they need access to these office in these deals. So typically at the bottom of a newsletter, you gonna offer that deal that offer. So let me show you a quick example. So what you have here is a simple example of a newsletter rife sent out to my online instructors. And as you look down, you can see that we have the by a journey. You want more sales? We've got a link and in your notes at the bottom. We've got a newsletter special. Nobody else can get this deal except for my new stylist. So this is an exclusive offer. Your notice. It's on the page but is at the bottom. So the desire content is primary. The call to action is secondary. Occasionally, I will send out an email which is just on offer, nothing else. But for the most part of time, I'm working under desire, Face. I'm working on the relationship I have by educating them for free by providing them useful and relevant content. but because they're on the news that list, I will also always offer them the special deals. So don't be frightened to ask for a decision. Do that with the news that our offers make sure their exclusive deals offer gateway products to sweeten the sale. But also don't be frightened to offer them your premium product as well. So that is the buyer journey. Attention, interest, desire, action, attention, Social media Marketing Interest is our content on a website. Desire is a new user content, and then the action is the action we're gonna call them to to buy our products once we've established that relationship. So it's really important to understand there is a buyer journey. If we much a marketing to that journey, then people will naturally go from a cold lead into a hot purchase. They're gonna travel down that funnel 1000 110 and then we get the sale. You have to understand that we have to feel a lot of people out we mentioned earlier. But if we match tomorrow journey with our marketing, we map are marked into that by journey. We're going to see an exponential increase in sales in conversions of our products 24. Mod 03 09 Activities To Complete: So here's some activities to complete activity. Number one. Create a buyer persona. Draw a picture of your bulb and around that, write down how old he is, how much money he has, what his interests are, what his problems are, what his aspirations are. Anything you can think off about Bob and create that by persona activity Number two. Take your by persona and place it where you can see it when ever you're working at your computer on doing your online marketing. Where you're posting online on one that's going to do is that's gonna help you talked above and communicate Bob in the first person, and it's gonna give a much more intimate and powerful tone to your marks in content activity number free owned Facebook. Find an advisor and examine it. Does he have a good eight of flow? Right? Your observations on what does work on what does not work for you with Denver and ask yourself this question. Can you map it to an ADA flow? Is it a good ad for or about over 25. Mod 3a 01 Introduction To Bobs World View: in this section of the course, we're gonna kebabs, worldview. We're gonna look at understanding worldviews. We'll get a look understanding, Bob. We're gonna look at how we might confirm a worldview. We're gonna look at the cattle buyers an example of how this works. They were going to suggest some activities that you conduce that will help you cement this type off by persona in your mind. Now we've touched on by personas in different places in the course. But in this section we want to go a little bit deeper on a little bit more complex in terms of the psychology of what makes Bob by. 26. Mod 3a 02 Understanding World Views: So what is the well dear A world view? It's simply someone's view of the world is made up off our ideas, our beliefs on our values. We call those ideas, beliefs and values presuppositions things that we Presuppose to be true. So what is the presupposition? They are ideas, beliefs and values of we just mentioned. But here's what's really interesting there often emotional and heart based rather than irrational, and they're very rarely questioned. Most people never question that presuppositions. They never questioned that core ideas, their beliefs on their values. And that's something that's really important to understand. We like to think we're rational. We like to think that everything we do is intellectual. But most of the things we do in life a driven by the emotions on Gerhard based they derive from our heart, our emotions. And that's why we often make bad decisions because their emotionally based on we can look back in retrospect and say, Why did I do that? That wasn't very logical at the time. It felt like the right thing to do is because the vast majority time were driven by emotions on our presuppositions ideas and beliefs and our values. These are nearly always cultural. The greater response we have to a culture, the stronger that culture has a hold honors on our ideas and beliefs and values. So if, for example, we're born into a Muslim, how much more likely to have Muslim presuppositions if you're born into a Christian home with much more likely to have Christian presuppositions or no, if we're born into an atheists home, were much more likely to have those types of presuppositions are atheists have. So our culture strongly effects are core ideas, beliefs and values are core presuppositions. Those things that we pre supposed to be true that we base all our reasoning on presuppositions are the foundation of everything we do and every action we take and understanding that can really help us when it comes to marketing. And we have to understand how Bob Selves problems every time Bob by something. He is inherently solving a problem. So if he's buying toothpaste is because he wants to clean his teeth now, he might perceive they has a problem that needs solving in a way that's different to the way you might perceive. You need to solve a problem so Bob might decide he wants really pearly white teeth, and he's willing to spend a lot of money. Someone else, a different Bob Minor have much money, and they just want something that's going to clean their teeth for them in their family and isn't going across the huge amounts of money. But we have to understand every time we purchase something is because we're trying to solve a problem. But why are we trying to solve a problem? While Bob is trying to reconcile his presuppositions, he is seeking to confirm his worldview. So whenever he solves a problem, he is trying to get the world in his environment to conform to his worldview. He is seeking to bring the world into line with himself, so he's always going to solve his problems, is always going to make a buying decision in line with his well view and based on his presuppositions those things he Presupposes to be true those things. He holds his absolute fundamental values, beliefs and ideas, and that brings us to Bob's bias. So Bob makes buying decision based on his worldview. Bob makes buying decision based on his presupposition Bob makes buying decisions based on his ideas, beliefs, values. We cannot stress this enough in this course, so core values we need to identify Bob's core values, his ideas and his beliefs is presuppositions. They can be identified. They are going. Teoh often fall in these broad classifications. These broad categories one being social identification. And we're going to go for an example of this very shortly so that you can grasp this with a practical illustration. So we've got social identification relationships, age and cultural history, ethics and moral values, financial values, aspirational values, motivational values. Bob's presuppositions are going to roughly fall into these, and there's others we can use. But I just want to give you a simple example on a simple working model to use when it comes to creating Bob's and buy a persona that you can use in your own marketing to get better results with your content. 27. Mod 3a 03 Understanding Bob: Now we have to understand something. Bob takes precedence. Understanding Bob's world view is the most important part of the marketing. Funnel is much, much, much more important and broadcasting our own worldview. And here's something we need to understand. Bob does not care about your worldview. Bob is trying to reconcile his own worldview. So when it comes to changing Bob mind, we have to understand the Bob does not want his mind changed. He wants his values, his worldview to be confirmed. Seeking to change. Bob's mind is seeking conflict with Bob, and once you understand that marketing toe abaya persona becomes extremely, extremely powerful. If we're seeking to change his mind, he's going to reject our marks. Ing is very, very rare. You can change someone's mind. So let's think about a natural disaster, and a charity will often advertise on no use, very heartbreaking images that is only gonna appeal to someone who cares. What happens to those people if someone doesn't really care isn't really interested. While they might have a slight emotional reaction, they will not support the charity in the work. But if someone shares the value that the charity has and the charity communicates out value , then you have a much higher chance that they're going to support that type of marks in content. And that's important because that helps us to understand that we're actually trying to work with Bob robber than against Bob. So what we have to do is look at aligning values we need to align ourselves with Bob's well view in a genuine way. We need to find come values of Bob on our product or services have, and we need to communicate those shared values in our Marks ING material. There's no point faking a pretending that you share a common value with Bob. Bubble soon realized that your product or service is not in line with his core values. Let's just say Bob has a really strong interest in the environment in the protection of the environment he's environmentally aware on. Dhere walked into a car showroom on the salesman, starts to pick up his environmentally aware and then takes him to a sports car and says yes , and tries to explain why this sports car is environmentally friendly. Bob's gonna quickly realize that the salesman is not genuine, is not being genuine, and he's going to reject that product, so we have to genuinely find the common values that Bob on our product or services have. 28. Mod 3a 04 Confirming A World View: now, one of the things about world you marketing is you have to confirm a worldview is not what they say, and this is so important and key to understand it's not. What Bob says that is important is a reflection off his worldview. But what Bob does that, and that only reveals Bob's true worldview. And we have to look at the actions taken rather than what is said. So let me give you a strong analogy. It's like the man who says he loves his wife and then commits adultery. And he tells his wife every day that he loves her but commits adultery is suppressing the real truth about his worldview and how he feels his moral values on that. It's a really strong example, and I don't wanna upset anybody watching about just wanted to use it as an illustration off how people will suppress the truth, how people will want to appear a certain way when their core values and beliefs actually different on. Oftentimes that's because they want to be accepted in society, so they will pretend they have certain values. But when reality comes and push comes to shove, they will reveal completely different values on a great exercise to this is if you got some friends that you can sort of joke with and relax. We've got some work. Colleagues sit down and try this exercise. Have a product. Onda se. This product is £10.10 dollars, Whichever your currency is. Take it to a small gathering, a small meeting of your friends or your work colleagues without showing them the product. Ask them what they think. You got this new business idea. Andi, you're going to start selling this product. If you was going to do that, would they be interested? Would they buy your product? You know, asking for them to buy the products, just asking them if they would buy the product. If the opportunity was that, I see how many people say yes, and then when you've got their answers from everybody, pull out the product and say, Oh, here is the product and it's £10. Would you like to buy it now? And you will find that because of the social in most cases, when you run this experiment, you're fine. That they would also yes, because they want to please you as their friend or please you as a work college. They want to maintain social integrity with you don't want to retain that relationship, and they want to approve of you and give you approval. But the moment you actually asked them to part with money, you they will show their real world view. It's at that point, they will say, Um, let me ask my husband or yeah, but I check my wife because she already by something like this, and we don't want to buy two or a bit tight for cash this week. So why don't you ask me next week? Now? That's why I say Make sure, good friends because and as an experiment, you need to be upto joke and laugh about afterwards, and some people might get offended when you run it. But it is a really, really good exercise to practice, especially in a workplace or corporate environment where you want to illustrate this point of how to market people on the importance off actually getting them to take action based on what they would do, rather than what they would say they would do, because what you're trying to find out is what there will be really is not what they say is , and there are often two different things, and what happened is people won't even realize that's the case. They will think that will be is one thing. But when push comes to shelf, they will actually display different values. So we need to gather data. We need to figure out what is Bob's favorite marketing content. What type of content gets the most views outside of your marketing so you could go online? You could look in a marketplace lambs. And if you're selling a physical product or you're going to another marketplace, if you're selling a digital product and see what actually sells, see what actually convert. See what people actually looking at and taking action. Um, and once you've got going with your own marketing, you're going to see ill after a little while that there's certain types of content you create, the gets the most use that gets the most watches that creates the most followers that generates the most sales. And that is Bob telling you what marks in content is working best says lots of different places. You can research, marketing, and this is what we're talking about here. We're talking about marketing. What marketing is working, What products are people buying both outside of your own marketing and in your own marketing? Then we have to fine tune our understanding. So what we do is lesson for confirmation that we understand, Bob, and we have to tweak our marketing. When we learn something new, Bob will tell us what they like and don't like about the products Enough. So one of the things we can do his a top tip is read product reviews. So when we have a product we wanna launch into the market place, look at similar products that are priced in the same sort of area that fulfill the same function that you're going to be competing with and read the reviews, read what people like on what people don't like, and then you can sell him what they like on. Then you can practice risk reversal on the things they don't like, so you can assure them that there's certain things that's not gonna happen. And if they do happen, you're gonna take the risk. You're gonna refund them. You're going to give them their money back so that they know that when they buy your product, they're completely safe to do so and it's gonna fulfill the problem, the need they're actually trying to solve. And that's why product reviews is so important, because when someone who has a similar world view to Bob reads one of Bob's reviews, they will then buy based on what Bob has said, if they see that the world views and the values of what Bobby's expressing are similar to this, so product reviews such an amazing resource in terms of market research. 29. Mod 3a 05 The Family Kettle: so look at the kettle. But there are many cattles, and each one has unique aspects that will much a worldview that a different Bob will engage in. So it could be the budget. Cal, for someone who doesn't have much money, could be a status cattle for someone who wants to impress those people that visit their home could be the environmental cattle that has the smallest footprint in the least impact on the environment for the environmentalist could be the practical kill. The person who just want something that works is quick. They can use could be detective and tell the cattle that you can switch on with your iPhone . The 22nd century cattle for the person who loves technology could be the nostalgic cattle. The cattle. It reminds people of a childhood memory or family memory. Or it could be the anti cattle, a castle that goes back beyond the lifetime of the buyer that is worth money, maybe, or fits with a deck or of their home. So when it comes to selling a cattle, we can see that we can appeal to many different world views of many different cattles. So that's why when we have a castle. We want to make sure that were targeting the right people that have the worldview and have their ideas and the values and the beliefs. They're gonna align with the purchase of the product that we offer. One of the things that we can do. Well, you marketing is create a narrative when we cast our customer. We've touched on this before in other parts of the course we cast. Our customer is the main character in the story, a story unique to their worldview that touches on their core values that solves their problems. We can market to them simply and effectively. So in the example, we're going to show you we are going to use narrative based marketing Don't necessarily have to do it this way, but it can be very strong when we're marketing toe worldviews, creating a story but making sure they're the hero in the story. There, the main character with a rescuer where the person that helps them solve their problem, we can then get them to engage in our marketing and ultimately by our product. So let's have a look at the kettle by exercise. We're gonna look how we might create a simple world you analysis using a very simple form which is available in the course resources section. So let's go and have a look how we might build a simple world view analysis. So we're gonna be looking at Bob's worldview to tell by looking at his ideas, its values and beliefs. So social identification, what social groups today align with self identify with. Now we're using quite a strong buy persona here, and sometimes it's a little bit more subtle in this, But I want to create its strong, so you get the idea and you get the point conservative family values that comes from a very conservative home, college and university educated. So that's his social identification. His social group are going to be a conservative family and also a conservative college university background. Then we're gonna ask a question about the relational values. What type of relationship are they in? Who are they responsible for? Well, this is a newly wed couple, so the buyer is responsible for a partner, and that's going to affect their values. That's going to affect the way they view the world because someone who is single views the world completely different from someone who is nearly wet. They have different aspirations. That relationship changes the way they interact with the world around them. It changes who they interact with. It changes their core values, what's their age and their cultural history. So that 20 to 25 they've only ever really known or experience like independently as an adult in the 21st century. And that means their cultural perception is going to be very different from someone who's 40 or 45 because they've experienced a different world of experience, a different political reality, different social reality, different music, different TV programmes, different films And if you ever want Teoh, have a funny conversation. I'm in my forties and I've got some friends are in their mid twenties to late twenties, and I will tell them about classic films like The Goonies Andi. To them, I might as well be watching a black and white film from the 19 phase. That's how they perceive the era of film, which was my childhood. So you're gonna see very different responses based on the pop culture of their time. So for me, for instance, it was BMX is. It was hip hop. It was break dancing. It was E T. It was a very specific time, and the pop culture had an influence on me. So understanding their their age in their cultural history, where they come from helps us when we market. So, for instance, let's make it practical. You could be creating a video and you want to choose on audio track. Well, if you're going to target someone who's 40 to 45 you want to be targeting. Something's a classic piece of music, maybe from the era. Or it's similar to the music of that era that you think they would be interested in, and obviously lots of different music groups. And there's cultures within a culture. But I'll be common themes that you can use. That's how practically you might start using that in your marketing. So another question we need to ask is what? The ethics, what their moral values, while their core moral values, how did they derive their morality? And we need to understand that in a lot of products there are things that were going to sell that some people will not agree with. That won't appeal to them, and we have to be very clear about the type of background of the buyer was selling our product to. So, for instance, in this scenario is a very traditional Christian background. That's how they derive their morality. They viewed themselves as Christians, and they're gonna have strong Christian values. A Buddhist would have different values. You wouldn't get very far appealing to Christian morality. If your audience is Buddhist, for instance, I'm not saying we should sell by religion, but we should understand what their fix and their moral values are, so that when we market to them that we can take the path of least resistance and make sure we don't offend them of our marketing. People put their marketing out there, and they will put marketing is actually offensive to a target group, and the minute they do that, that target group will make the decision not to buy that product. And you have to ask yourself, Why would you purposely alienate a group by expressing some moral values that don't need to be expressed in your product, for instance? And these are some of the things we need to be thinking about When Creighton, our marks ING, or it might be that we want to align our moral values with our target audience when we want to be very clear. But when we do that, we have to understand that those people assumes we start putting a moral slant on our marketing. Those people that don't share those moral values we don't agree with those ethical systems will reject Mark Sing financial values. This is very, very important. Is money abundant or his money scarce? It's a core financial value we need to identify in our by persona. We have to figure out. Does Barbara view money as abundant orders? BOB view money? A scarce. So in this scenario, money is scarce because newlywed couple buying a new home, probably or saving up for a mortgage selling them something based on abundance. Message right now is not going to appeal to them. So we have to be clear what their financial position and that core financial or values are . If they're scrimping and scraping and trying to save asking them on appealing to them on the basis off, maybe a status item is not going to work. The aspirational values are quite important have included them here because often people will aspire to certain things. And the simple way to break down aspiration is changes. Good changes bad. If change is good, then people will have aspirational values are positive. If change is bad, then people will have aspirational values that negative. So an elderly couple probably won't want a lot of change in their life. They're not gonna want the latest tech. They're gonna want something they're familiar with. They're gonna want some in. There isn't confusing. So they have a low aspirational values. Change is bad. Now you might get young adults and they're about to start their adventure in life. Change is good, life is exciting. And in this instance, the by persona life is exciting. Changes good big things happening on DWI. Need to understand what motivates their aspirational values. And then we come to motivational values. Are they fear motivated? Do they move away from a problem? Are they hope motivated on a moving towards a solution. So in this instance, they're moving towards a family in the near future. So we have someone who is moving towards something Now, oftentimes, if we can in a marketing we want to include a move away and then move towards scenario because that's how we actually work in reality. So when people move away from something, they're avoiding pain. When they move towards something, they're anticipating pleasure. Very, very powerful. But typically we're going Teoh ever focus on moving away or moving towards, Especially if we've got short coffee and we don't have time number. We have to figure out which is gonna motivated Bob the most. So in this one, it's moving towards a family in the near future. They want a family. They're excited about having Children about raising a family, so it's very hope orientated. It's very movement awards on objective. So what we're gonna do now is take all this information we're going to use our ADA marks and copyrighting process, and we're going to create a simple narrative around this worldview. Remember, this is a basic outline that is intended to give you a guide and help you start thinking in this way, what will actually happen is over a period of time. You won't need this. You'll do a couple of times, and all of a sudden you'll start thinking in this way, and you'll start to understand and get inside Bob's head inside his values is ideas, his beliefs, and you won't need this exercise. But this is just to help you get into that process. Get into that way of thinking sometimes you won't use everything on this form you won't use along the values. I've just put him here to help you be thinking about them. Sometimes your decide I don't need that. That's not morals. And ethics, for instance, in this product is a relevant to Bob. We're not going to mention that we're not gonna deal with that. That being the case, we're gonna leave out completely. But notice. That's a very intentional decision, because you're saying we're not going to deal with morality with this product. There's no need, and that might open up your audience a little bit. Maura's well, so there's some of those sort of things you need to think about. Go fruit duty, exercise and then decide which one of these you actually going to use in your copy and then take those core values those ideas and place them in your piece of copy. So here's a family kill. Simple aid up marketing process. We've got some attention in the title. Some interest in the first paragraph, some desire and then a call to action at the end. The family cattle. What better way to make a hot drink and share it with a loved one? And with the family kettle, you can snuggle up together on a cool night with a hot drink, gather around the table of your young family and make those memories that you will be able to look back on and treasure for years to come finish off at new home feeling with this classic cattle large enough for a family of four that will last for years and years, 10 year guarantee included. The family kettle usually costs 39 99 but you can take advantage of our spring give away and get it for the low low price of 24 99 by it. Now, as we read fruits and as we study, that piece of copy doesn't appeal to you know, what you're gonna notice is if you know, fit Bob's persona. This is very specific marketing. This isn't gonna appeal to you. You might find elements of it appealing, but you might find over elements unappealing because it doesn't fit your persona. It doesn't fit your worldview. You might have already had your Children, and you have no plans to have any Children. You might be single and have no desire to be with somebody else. There's lots of different ways that you might bounce off of this. On the more of this copy that appeals to you and resonate with your world view, the stronger the chance of conversion will be so. It's very important that we understand this is very specific is towards Bob's worldview. We've made sure it's in line with all of his values that we expressed on that form, and if you look very carefully, you'll be able to see them in there. And we've create that narrative We could that story where they are the hero of the story. They are the main actor in story of with a Rescuer by giving them opportunity to save money rights at the very end. So I hope you find that useful as an example 30. Mod 3a 06 Bobs World View Activities: So let's have a look at some activities you can complete activity number one. Download the pdf bulbs worldview from the resources activity number two. Pick a cattle from the next slide and take the pdf form. Bob, love you and fill it out. For a potential customer group whose worldview is met by the kettle. You've chosen activity number free. Create a freed for paragraph piece of copy to sell that cattle to that customer. And if you would like some feedback on your copy, please feel free to message me or an example off your copy once you've done this exercise. So here are the castles you can choose from. For the exercise Jews, I would A budget cattle status. Cattle, environmental, cattle, the practical cattle, the tech driven cattle, nostalgic cattle on the antique cattle. Choose one of these. Andi, fill out the form and create your own copy. 31. Mod 04 01a Introduction To Social Media Marketing & Seo: So let's look at social media Marketing and S E O in this module. We're gonna look at social signals on the truth about them. We're going to look at the problem with new website. We're going to discuss the snowball effect. We're also going to look at the great deception. We're going to discuss your website as a data center. So let's go over. Look at Social Media Marketing and Seo. Yeah. 32. Mod 04 02 Social Signals The Truth lb: So I simply look at social signals and the truth about social signals. Now when we talk about SEO, when talking about search engine optimization, which are the activities that enable us to promote our website. Insert. So that when people are looking for a particular product or services, they can find them. And The Art and Science of Getting your website found in search for a specific search term or a specific query type is known as search engine optimization or SEO. Now one of the things we have to understand is the brick wall. Now everything we do on social media is essentially behind a brick wall. But Google do not index. Now, people don't understand this. Everything you do on social media marketing. Google cups see that an assign any value to that. For instance, Google or Facebook will argue about who's preventing who. And they'll have a pride bow. We're preventing, you know, we're preventing you. And the other thing is, there's so much information and uses state-run social media on social media sites are difficult for Google to actually extract any useful content from that to return as a search result. So that means that likes and comments don't do anything for your SEO. They don't add any value to your website in terms of giving it a ranking. And that for a lot of people when they hear that is really difficult to accept. But that is the truth about social signals. And dirty data doesn't get index. So there's a lot of noise in social media. You probably noticed this if you've got your social media account, the last stuff you don't read, it just doesn't get indexed. Google do not look at that. It's either behind a wall. Even if they do have access. It has very little value. Because like Google don't use it. And then you'll hear things like Google are going to index Twitter. A Twitter account is all going to be index is gonna be great for your business and SEO. Well, what that actually means is not what people think it means. So Google, as of the time this course have an agreement where they are going to surface some tweets, insert. Now, a study was done on the amount of tweets actually get surface. And the tweet. So you're gonna get surface at a tweets from really popular accounts. So if you're tweeting and you happen to be Arnold Schwarzenegger, then you might find that some of your tweets shown in Search. But for the rest of the mere mortals, forget about it. It's not going to happen. You might have a post that goes viral and that might get presented. Both are one in a million Twitter posts. So just engaging on social sites and creating posts on social sites gives, you know, SEO value intrinsically. In that post. 33. Mod 04 03 The Problem With New Websites: the problem with new website Now one of the hardest things for a new business for a new website launch is, but it's invisible. Usually doesn't have that much content. It hasn't been around that long, hasn't had many visitors. So for all intents and purposes, that website is invisible. You see, Google doesn't care about that. Website hasn't index at website. It has 1000 other websites. It's gonna index before that new website on the Google program. Doesn't care. You have labored, doesn't care that you spent money. So for the first, free to six months of a new website is very difficult to get that to appear in search in a competitive way. And that's why you might see a competitors website that doesn't have a good qualities. You doesn't have a good content appearing above you and such. It's just older. It's been around longer. It's had more visit. Google doesn't care your websites better, shiny and more useful and relevant because you haven't proven so it's gonna take free to six months to get the CEO working now. Little tip fear if you want to get some quicker SC and you want to circumvent but free to six month battle up the rankings. Video content, create some video content videos, are indexed instantly by Google and can actually appear in search fast. Very interesting. So it free to six months to get that going. Now what we have to understand we just went through all of that s CEO stuff. Now we know that Google Plus has its own little personal special relationship with its parent company, Google. But Facebook and all the rest. Yes, Twitter, some of that stuff in next. If you're Arnold Schwarznegger, you know, you might have some of your tweets index and shared out to the world cause you're an important person. But if you're a mere mortal, ain't gonna happen. Facebook's behind a brick wall. Facebook don't want Google to Kroll. That could think about it. Facebook Or since you're trying to create a run into that they're trying to create on internal Internet, everyone uses. So how do we use social media or social media can give us a very fast traffic If we can get our stuff out there in front of enough people and they start sharing it, find an interesting because the useful and relevant on people start clicking fruit. What is actually going to do is bring people to the Web site, and if they then click from one toe page to another, that's a ranking signal. And it's a very strong ranking signal. Google start to realize, uh, this website is one were returning in search. So social media marketing is a great place to generate traffic to your website, the social media marketing monster by taking them off your social media channels, taking them off social media platforms. I'm taking them to the website well, actually lift your website up in search. And that means a few months down the line that when Bob is looking around and he is trying to buy his budget cattle, and he's looking for a solution to his problems and he's engaged and poll marks ing, he could be brought to your website and that's what social media marketing is really good for. It's really good for kick starting content articles is really good for finding traffic and creating S E O value from that traffic so that it starts getting lifted up in search. Now, what we have to understand is something called bounce rates really important to understand . It's one thing to take someone from social media and put it on your website. But if they bounce, if I hit your page and they're on it for five seconds and bounce off, that's gonna work against you. Because what Google is seeing is someone came to your website. Didn't like left. This isn't a good website, so what you want to do is you want to bring them to one article, and if they then click through onto another resorts on that Web site of some of a type that is going to send a good signal to go, go on. Google will look at how long they were on the page. There's no point just sending toe squeeze page, bounce them to another page group or filtered out what we're talking about here is your one resource, and they go to a never resort. So a practical example off that would be I've got my apple pie recipe on. Then I've got my chocolate sponge cake recipe link on that page, and they will then go to that page, and that is a really strong signal. But if they just come to a one page. You didn't read it for a bit and then bounce often. Don't do anything else. That's a day signal Google. What they see is one person hitting one page and going to another. So if you can get people going through your resources going for your articles, that is really good s here. So if we can train our social media marketing monster to take people off for social media marketing to our website and then get them to consume content on that website, now we have It's a really good social media marketing, Yes, here or what's called social media optimization. S m o. We can take them off for Social Media Marketing game under website on That's gonna create S E o value beyond the initial value of them being there in the first place and possibly coming into our ADA marketing funnel. So even if they don't sign up to the newsletter, if they're on our website reading stuff, that is gonna be really good, see more people, the better 34. Mod 04 04 The Snowball Effect LB: So let's talk about the snowball effect in our marketing. Now to snowball, the principle is if you're at the top of a mountain, you've got a small ball of snow and you start pushing it down the mountainside. And when you stop is very small. When you start off social media, your follower count will be very small. But as you push, as you keep pushing and sharing, your social media following will start to grow. And what's going to happen is over period of time that snowball is going to get bigger and bigger and bigger. And at the beginning there's gonna be lots of pushing. You're going to have to push the snowball. You're going to have to pull off fn with. And it's not gonna seem to get much bigger. Force going to happen is it's going to increase in size exponentially the more you push. And then what's gonna happen eventually it's going to start getting bigger and bigger and bigger. More people are gonna start listening and engaging and telling other people about you and sharing your stuff. And then you start to guide that snowball down the mountainside. And it starts to gain critical mass. It starts to get two plane waves rolling by itself. And all you have to do is guide and push him. And now all you need is the lightest touch. And you get huge benefits. And what ends up happening is you get exponential growth. So the bigger your following, the more it will grow. So there'll be, if you look at a graph, it, it would grow like this. It wouldn't grow in a line straight like that. It would grow at an exponential curve. And that's the thing to understand when we're launching a social media marketing campaign's gonna take 12 to 18 months. We must communicate that to ourselves if it's for our business or to a client if we're marketing professional, it's gonna take 12 to 18 months, but we're going to expect to see an exponential growth. And we'll talk about measuring all that sort of stuff and another module. But we have to be patient. You have to do the work. And this is 99% or why most people fail. A social media marketing didn't understand the snowball effect and they don't put the effort into it. And now what's going to happen at the beginning is when you push it, you're not going to be pushing that law. Well, you know, let me Geithner Well, because you're gonna need to learn. So some of the things you're gonna wanna date, you'll create content. You'll shed our social media. Somethings will be really popular, something's won't. That's telling you, that's feedback telling you what type of content to create. So as you build your social media marketing campaign, as you get better, as you get much better identifying Bob and communicating to Bob. Figuring out what is abab once he all social media marketing campaign will grow until it gets to that place of critical mass. And at that point, it's going by itself. I'm, that's where social media marketing becomes hyper powerful. But we have to be patient. And that exponential growth. We have to push the snowball until it starts to roll by itself. And occasionally, occasionally it becomes an avalanche. But even when it's not an avalanche, even if we've just got a good-sized snowball that's rolling down the hill on its own. The benefits to our business potentially can be huge. 35. Mod 04 05 The Great Deception LB: Now I wanna warn you hear about the great deception. And this is something that we saw with the Facebook business pages. What happened was Facebook business pages. And people could follow your business page. And why everyone did was they ran around those telling people get a Facebook business page besting ITA. And people spent so much time and energy building up their Facebook page when they should've been building up their website. And what would happen is people would follow you and whenever you put something out new, they get notified. You get lots of traffic to your Facebook business page and everyone was really happy because it seemed really good. And then one day Facebook said, well actually to know, well, we're only going to show 20% of your posts to your followers. So that means you have a 100 followers. You put our new posts at only actually showed up posters 20 people. Well, hang on a minute. What's going on? Then it went down to 10%. Think it's currently between 1, 2%. Unless you pay to, when you see what Facebook did was a bait and switch. They said, here's a Facebook business page building up. Everybody, all the businesses around the world didn't. Even the big companies. I'm always really excited. And the name that was a bait and switch. I switched it, said hang on to know what, it's no longer free. If you want to show your post those people now you have to pay for it. It became pay to win. And the big lesson here is this, build on your own. If you build your house on rented land, the landlord can come down at anytime of a knock your house down or charge you a huge tax to have that there, maintain that presence. So when it comes to social media marketing, always build on your own land. We wanna take people off of Facebook onto our website. When we drive traffic, we want to drive it to our site. Because if we don't, companies like Facebook and they're doing it again right now. People don't see it. Facebook live. Now YouTube live. You can put a video on YouTube live and is free. You can create video content. And at the moment, Facebook Live is doing the same thing, is I need to put videos up and nearly everyone in your stream is going to see it. But I predict before very long that that will become paid or wind as well. So build on your own land. Now you might want to use Facebook Live, you might want to use YouTube live. And in fact, YouTube is absolute fantastic resources or business. We're still someone else's land. But because they're already monetizing it, they not looking to bait and switch you to a paper when muddle was Facebook, well, don't get caught in the great deception guys. Always, always, always put your best content on your website and drive people to that. Because these platforms are just trying to figure out a way. A lot of time to bring in a backdoor tax, get you reliant upon them until they can take advantage of you. 36. Mod 04 06 Your Website As Your Data Center: now one of the other values off building traffic to your website is it becomes a data center. It becomes your analytic center by setting up Google analytics or of analytic systems on different websites have different analytic systems that actually built in These days, you can see and measure what's popular, what's working, what isn't. And now you get to see how effective your social media marketing is because you can. You can correlate a social media share with traffic. Now we have to understand causation versus correlation. And this is one of the big things with social media marketing. When people are looking for return on investment, are why very difficult to say that this social media post cause this sale? But what we can show is this. When we posted on social media here, our website traffic spiked over here, so this enabled us to see that the social media marketing is bringing traffic to the website. So it's working now. If they're not converting on the website, that isn't necessarily a social media marketing issue that might be a court action issue. It might be a quality of content, issue or quality of communication, so often times when we're analyzing a return on investment, social media marketing, we're looking for correlation. And if you're a marketing professional and you're helping somebody with a social media marketing, be very clear about what you're going to deliver. But the best place to measure all of this is, ah, a website where we can track the traffic from page to page. It is difficult to track them before that, although some analytics will show you that it came from Facebook, for instance, or from Twitter. But often typically, it's not until I start landing on the Web page that we can get really good data about how effective our social media marketing monster is actually being. Now the everything we have to understand as well. It's something called Dark Social. Now let me give you an example from a networking event. So let's just say I'm a local businessman. I go to a local network into them on I go on a regular basis, and at one of those events I give a talk enduring that talk. There's a few people in the audience are listening and really interesting, impressed with what I have to say Now they go away and they actually start to talk to other people. And then one day someone rings us and says, Oh, Ben mentioned you that you would be hard to help me with this Now You went and spoke at the event that someone that that event spoke to someone else and then that person came to that's called Dark Social s, a social activity that you can't see in track. So whenever you're trying to track things, have that in the back of your mind. Someone may have shared your stuff and you didn't know it was shared with Someone always suddenly turned up and they buy from you and it seems like they just came to your website. But there would have been a social journey for them to come there. That may well be that it was just very good index and search, and it came that way. But what I'm trying to say is this with social media marks in, because it's nature is very difficult to measure everything, and that's what it comes down to. A lot of the time correlation because very difficult to say that our social media marketing cause this or my presentation a local network event course bend to buy because I wasn't aware of the connection. So there's a lost stuff that goes on so you don't get to see that's working in your favor or sometimes working against you. If you've got issues with maybe customer service or things like that, the dunk social will be communicating. So we want to look at tracking data Onda. We want to be able to track data because we want to know what type of content is working on what is getting the most click throughs, which is even getting the most conversion. So, depending on which type of analytics you're running on your Web site, which system is many different and diverse ones we should stop. You have to see and track where everything is going highly recommend. You install Google analytics. We'll get someone to install it for you so you can actually see riel in death days. Her It's really important that we track data because if we don't track data, we don't know what's working. What isn't So what's some of the data points that we come Look at state points, things to track number one site visit number two you need with it. Number free Click throughs Number four. Sign up Number five Popular pages Number six followers per channel. Number seven calls A Number A sound. Now this is not a comprehensive list. What this is is a list to give you some ideas so that you can decide on what is the most important metric for your business. So, for instance, we set up a website in the marketing campaign for a client. I said, What is it you want them to do when they go on the website? And he said, We want them to get on the phone. I said, Why did you want him to get on the phone? Says, because once we got him on the phone, we can nearly always sell to them. So his main court action that he wanted was know for them to buy from his website but was a have a conversation with them. So we prioritize that on we set that up. So how would you track a cool? One of the things you can do is you can have a number set up, for instance, that is a routing number from a company that will send that fruit to your normal cool center. And that means that you can put just that number on a Web page, and you contract that sales on your website, obviously quite clear when you look at all the different things you know, site visits, people that come to your site. How many of those a unique visit you get in a lot of people coming back on a regular basis and they're just coming for one visit. Are they clicking through on toe over content? Are they signing up to your newsletter Why you're popular pages? What is the content that you need to really pin down and create more off? Because that's the most popular stuff? How many followers do you have per each channel on? We mentioned cause and sales, but you have to decide. You don't necessarily have to track all of these, but you have to decide what's really important for your business on what's really important for your campaign on what it is you want Bob to do now. Some of these should be in every campaign. You should track site visits. You should track unique visit click throughs, popular pages, but you might not be worried about follows, but channel, for instance, you might be worried about course, but pick these and obviously does other data points that you want to be able to track as well, which are not here. This is just to give you an idea of some of the things that you can track in your business . 37. Mod 04 07 Activities To Complete: So here's some activities to complete activity. Number one. Make a list of your most important metrics. The most important data points that you want to measure. Activity number two, right. Three things down. You can dio to improve your metrics Measurement So right, three things down. Now that would improve how you can measure on record your metric activity number free credit Simple spread she of your key metrics and decide how often you'll check your metrics on Maintain that as a marketing report, Yeah. 38. Mod 05 01 Intro Social Media Platforms: in this module. We're gonna look at social media marketing platforms. We're going to discuss Finding Bob are ideal client. We're going to look at what platforms we should use will discuss the differences between brand pages of versus personal pages will share some branding tips for social media. We'll also talk about creating your social media marketing, biography or buyer, as it's often known, will also discuss housekeeping. So let's get into the module on Look at Social Media Marketing. 39. Mod 05 02 Finding Bob LB: So let's talk about finding Bob. The question we have to ask ourselves often is, where is Bob hanging out? Now? Bob might be on Twitter, he might be on Facebook. He might be on LinkedIn, Pinterest. So oftentimes we have to figure out where he is. But sometimes bob buyer persona is on many different platforms because people have a personal preference to which social platform they use, they have to introduce the concept of Shotgun marketing. So rather than fire a single bullet bulb on one platform, we're gonna fire a shotgun blast at Bob on all the different platforms. But we have to understand the way people use the internet and the way they use social media marketing science. Now sometimes we'll find a particular group of people hanging on a particular platform. But oftentimes that's not the case. Now, some people struggle with a concept of Shotgun marketing. They fill that create unique content for each social media marketing platform. And I'll be honest with you, that's a lot of work. If you can create one piece of content and then share it out to all the platforms. That's going to give you your primary cover. So you might have a primary platform that you actually like to use or you feel your main audience is. But then you can also feed out to other platforms where your presence might not be as strong, but it doesn't have to put yourself out there anyway. And that's why we would practice shotgun marketing. We want to give ourselves the biggest chance of reaching as large an audience as possible. So when we're trying to find BOB, Yes, we want to know exactly where it's hanging out. But oftentimes we need to practice a principle of Shotgun marketing to make sure we're not missing Bob. 40. Mod 05 03 What Platform Should I Use LB: So let's have a look at what platforms you should use. Facebook is typically where you're going to find family and friends. Now Facebook has the largest user base. So people tend to think that's the best place, all of them. But you might be engaging with special interest group. Now Twitter, for instance, is really strong for special interest groups. So if you're doing something on gaming or sports, you will notice a lot of journalists and news types. They like Twitter. So although Facebook might appear on the surface the best place, it might not be. And then we consider LinkedIn, where there's a lot of professional connections. Linkedin was originally designed around the concept of an employee employer site. So it's a recruitment side essentially, but LinkedIn tends to attract businesses and professionals and it's used for business unemployment. And then you've got Pinterest, well over lifestyle oriented content and a very heavy US female population. And you have Instagram, which are very popular with photographers and young people. And we look at all these different platforms and we have to consider each one of them in terms of their strengths and weaknesses. So Facebook, lot of family and friends, your granny's on their everyone's on there doesn't necessarily mean it's the best place for you to share. Twitter as a strong community for your product or service that's grey and LinkedIn, if you're B2B, might be a great place. Most of the activity, the positive activity on LinkedIn is going to be in the communities. And then pin trash if you look at the user demographic is interesting because if your particular business doesn't sell to that, why would you be on a do use Facebook and I take a position I use Facebook when I have to. Twitter. Personally, I'm not that keen on is very difficult to have. A conversation on Twitter is not obvious how to have a conversation on Twitter. Twitter tends to be more around discussion points and topics. So Twitter, for me is a very interesting brand of coffee, shall we say. But when you look at all these, haven't look, is barbell knows platform. That's the thing you want to look at. Facebook is pretty much required to have a presence AB, and then it moves on from there. Do you want a presence on Twitter? Do you wanna presence on LinkedIn or those people there? So hopefully, those quick insights are gonna give you some ideas about which of the platforms that might suit you. And also give you a launch pad to actually go and do some research and see if people are talking about the topics that you want to talk about with your social media marketing. 41. Mod 05 04 Business or Personal Branding LB: So let's have a look at business or personal branding. Now, I want to share something we've used for really interesting. And this is marketing my own businesses. The six to one ratio, where alertness, really, really interesting. Because of the nature of the service I offer, which is training. And because people recognize me as an individual, I've decided to market myself as a personal brand. Prior to that, I was marketing my business brand. So now marketing as mock Timberlake before I was marketing as SME heroes when it was more about web development, delivering service based solutions to people. But now we're full-time online trainers. I've shifted to personal brand. Now what's that? Must not mean? Wildland is this. When I compare the two side-by-side, the engagement and the follows on the personal brand versus the business brand. Or six to one ratio. When I share a post as an individual rather than a brand, I get six times more engagement on average. And that's really, really interested in psychology is S. People connect socially to people. People find it very difficult to connect socially with an anonymous Brant. And I find that fascinating when it comes to relating to Samsung or relating to mark Timberlake is much easier for people to relate. Demote him blade. Samsung is a brand, Apple is a brand is very difficult to have a conversation. When someone is a brand or someone's speaking to you from behind the brand, because you don't get to see the person, you don't get a feel for that person. So personal branding, if you can do that in your business, is going to increase engagement rate. When you should go personal. When you are an individual, offering expertise or services is always better to go personal. When you are a brand, it can be difficult to do that unless you have a very strong figurehead to the company. So let me give you an example of a company that does that and say the company name. And I want you to think of the person that comes to mind when I say that name, virgin, Richard Branson. Here's a very, very good mark because he does get personal with his audience. So virgin market Fru, the personal brand of Richard Branson, the load at time. You'll see here peers in their marketing is pushed out as the figurehead of that company. Let me try another one. Apple. Steve Job's. Although Apple never took advantage of that when Steve Jobs was alive, but now he's passed away. And people see how much impact it he had. What's really, really interesting. Is the Apple starts become synonymous with the principles of Steve Job's. So when should you go personal, sugar personal, when there's a strong figurehead to the business. When it's very much about expertise and about personal service and about personal connection. And you should do it whenever you can. Now what you can have is an avatar, which is a presence online. So Richard Branson might have a social media account the people posted on behalf of him. And a lot of people do that. Lost celebrities do that. They're too busy, so I'll have someone managed their account. So you can do that and have a team behind the persona. It is better if that person actually engages in that account, a manager's Lee account. So when you should go business, when you should go business is when you don't want a personal brand. When you don't want a figurehead in front of the company, is going to be slightly harder work them because people do struggled, connect socially with business brands. But there are times when you're working for a larger organization and your marketing person in the organization. Or you might be a business owner and you don't actually want to be out there in public. And in those instances, brand yourself as a business. And people have successfully done that. But you have to then create a very strong brand identity to communicate and get over that reservation that people have. And when people can connect a brand to a person, than the brand can get the benefit of that person's personal interaction with the marketing. Now one of the things we have to look at his business page restrictions. What do I mean by that? Is whenever you use a business page on a social media site, there are some restrictions. Let me give you an example. Facebook has restrictions now on how many people are going to see your posts. But they also have some personal page restrictions. Because what they will say is if you're a business, you should use our business page functionality. But a personal page might be better for you in terms of communicating what you're putting out there. But if you do use a personal page is be very careful about restriction. So make sure you check them out. If you do use it, don't sell on it. Don't make business offers, but rather use it as an expert. So that's the caveat layer really. If you're going to use and as pages and personal pages, just be aware there are some slight restrictions, Not as much as they used to be these days and not worth listing. Bot on Facebook. That can be a little bit funny about it. So make sure you don't sell on that page. And the other thing to be aware of is if you do use a personal page, use it for the business. You see when someone uses a personal page, you're saying friends or family can interact with them. And it takes a little while for them to realize actually you're not posting to them. What you can do is set up a business page as a person with personal branding. And in most instances, That's probably going to be the best solution. But with Facebook locking down, how many posts are shown from a business page? Sometimes you might just have to be a little bit intelligent to share your expertise. Don't sell on their checkout, their terms and conditions, and make sure f And you do is consistent with what you're allowed to do on there. And then make your decision about how you're going to move forward. 42. Mod 05 05 Social Branding Tips: Let's have a look at some branding tips, and the key word here is consistency to keep your branding consistent. What I mean by that whenever you post on a social media site, you're gonna have to set up a profile page. And as we said at the beginning of this course, this isn't a course on how to set those pages up. There's lots of free content out there that help you figure out how to set up each one. But what wonders Keep up Brandon consistent. We want to make sure a logo is the same on each one. They might say, Well, that's obvious, but sometimes people change their logo. When you do, make sure you updated across all the sites. The other thing to consider is your banner image. Now, this is typically a large image that you place on your pages that you create and it goes behind your logo or your portrait, whichever you have on that landing page. Now you're gonna find that the different sizes for all of different platforms, and there's some free templates on the Internet to help you design a background image on. I would search for the term social media Bama image sizes and you're gonna find lots of free resource that you can use some templates for things like photo shop. I never software out there, but by keeping it consistent, you communicate who you are at a glance as a business. Now, another thing to look at is keeping images consistent. When you have a portrait photo and it's the same on all of your sites on your website, you're gonna engage in built in photo recognition. So when someone seizure image instantly, No, no, who is an associate and make that connection? So if you've got a really nice professional image on Google plus Islington but on Facebook , you've got a picture of you drinking some tropical drink with an umbrella, and there's a Barbados speech behind you. People are not. We have to connect who you are. So whenever you change your portrait image, make sure you change it everywhere. Now, on this point, I'm going to strongly recommend that you have a good professional portrait. Him is taken by a professional photographer because you wanna create that sense off professionalism and everything is we want to keep our bios consistent. So a biography is the information we place out there that tells people about us about our company. We want those to be consistent everywhere as well. When people make a buying decision, it's like exploring your expertise. One of the things they're going to look at is your bios. So by keeping that consistent and make sure it's professional, you're gonna create the right impression. 43. Mod 05 06 Creating Your Biography LB: So let's talk about creating your biography. One of the first things we wanna do is write in person. So we don't want to write as if we are writing it. We want to write as if someone else wrote a buyout. And what that does, it helps people to receive that as if someone else wrote it. If we write it as ourselves, then that can communicate that this is just what we're telling you. If you write in the third person, it gives the impression of that list is what someone else has written this as a professional discussion on your bio. You want to share your experience, how you got to where you are, how your expertise was built up, and what process you went through to get them. Want to qualify your expertise. So you want to make sure people understand that you have expertise and you have to tell them. And that's why it's easier to use for that person sometimes because sometimes we felt uncomfortable about talking about our expertise. It feels like we're boasting. Do it in the third person, it's easy to qualify. We also, whenever possible on a link to our website from our buyer. And that's gonna give us some Google juice. And one of the things that people don't realize is that although Google don't index social media sites, one of the things I will index is your page and link back to your website. So they will actually look at brand page, and this isn't her argument using the prime page. They will look at your brand page. And they will then link that back and treat the other links. And whenever you set up a profile page link when possible. And one other thing is whenever possible, at the end of your profile, just put offer equals your name or your brand. Especially when you are doing personal page on an offer equals MC Timberlake. And the reason you do that is because you don't want Google to assume this is what's called duplicate content. Because if they mistakenly think someone else has stolen his content, they can block that page from surge. Say just by saying off, we don't need any special HTML I, Google searches, getting ready, clever if each but offer equals name, google will pick up the name and the pickup the term offer. And they should assign that to you and not as duplicate content. So that's for anyone who's concerned about creating a biography and putting it somewhere else. So let me quickly show you a biography that has some of these rules in place. So as you can see, is my profile image we talked about earlier, same, no malware ago. So it says margarines are marketing company called estimate heroes, which specialize in training and all things that's in the third person. And then you notice I'm sharing my experience, has extensive experience in business. And in that I'm also communicating my expertise. So I took online retail commercial photographer, then I'm qualifying it. I can't link on this page, so I can't link where possible, but this page has a really strong offer tag as well. So I don't have to worry about point O equals name on this one. So hopefully that gives you an idea of how to create a simple bio. And to summarize, right in the Fed person, share your experience, qualify your expertise. Link when possible. A lot places will have a special place. We can link your website. And if you feel it necessary and you wanna make sure you don't get a duplication penalty. Or for equals name is a good idea. 44. Mod 05 07 House Keeping LB: So let's talk about some housekeeping. Now. What are the things we wanted to elicit our social profile? So we want to create a spreadsheet with our social profile information on them and what we want. And she is the name of the page, the password to the page, and when it was last updated. So a simple spreadsheet and the reason we want to do that is when we have to change something, we don't want to have to be running around trying to remember the login details. Was our email address was a special name. What was the password? Some sites, why me let me use this password I normally use. And also as well, especially if you're doing marketing for someone else and you want to pass that over, or your marketing now in your business is gonna grow in the future. And what you're going to have to do is pass all that information over so you can manage your social media profiles when they get updated. Because one of the worst things to do is trying to find passwords. And oftentimes what happens if you take over social media account, for instance, somebody else set up, you don't know what the password is? We've even had to deal with clients. I've had like seven or eight pages on Google Local because they just kept it and up new pages because I kept forgetting the passwords and they come to us or can you create a new page and delete all these others? And isn't that simple? When you get into that is a right headache. Trust me. So make sure you list your social profiles and a shared document that people have access to. But also safe. Really, really important. And then you wanna make sure that you go through and correct all your bios everywhere. So if you're taking over an existing account or your updating what you've done before, make sure it's consistent because your business will have changed. And you might forget that you haven't changed some of your social bias. So you want to go and check and see, are you consistent? You need to do a housekeeping exercise to make sure all your social profiles are the way they should be. Especially if you take a small change of direction in business, which is more common than people realize. Make sure you've taken advantage or link opportunities that are out there. Make sure all your profiles, a linked, got a link back to your website. And also make sure that all your images are consistent. And you change them to the most up-to-date one you've got and the most professional image you have, these are really important housekeeping points. And once you've done that, we create that data resource. We make sure we've got that safe, we've got a backup somewhere, we've got all the information that URL. So the website address of the page, the login, name, the email at countless associate to the last time you updated that resource. And that's going to help you manage going forward. Especially important when you're setting up a new social media profile or a new social media marketing campaign with new pages. But oftentimes you need to go in and change. So if you're a professional market and you're looking at less, you want to be checking that before you quote for the work because this can take hours and hours and hours to sort out. So house-keeping is really, really important, is gonna save you a lot of heartache in the future. 45. Mod 05 09 Activities To Complete: activities to complete activity. Number one. Make a list of social media sites you think Bob uses and do some research to confirm that activity. Number two as free people of different age groups that use social media to share their favorite sites and how much time they invest on them. On the reason you got assesses, because you're probably going to be surprised. Activity number free. Create spread she or list listing your businesses, social media profiles and record all the things you need to do to improve them and make them consistent action that list at the first opportunity. 46. Mod 06 01 Introduction To Posting On Social Media Platforms: That's a look at posting on social media platforms in this module. We want to look at the gold and rose curation versus creation. What type of content. We also want to discuss automation. 47. Mod 06 02 The Golden Rules: Let's go look at the Golden Rules. This freedom when it comes to content creation number one we FM, this stands for what's in it for me. And this is what the consumer of your content is going to be asking you when you share something, they're gonna be looking in that I'm thinking what's in it for me If there's not another value in it, I'm not gonna look at this. And this is a huge principle when it comes to sharing and creating social media posts or content of any type, but particularly Social media posts. What is the key benefit that they're going to get from consuming or acting upon your social media content? So what in it for me, is the cornerstone, then the question is it relevant? And we saw have touched on this earlier with the camp pick sharing it can't pick to someone it was coming to you because they perceive you to be an expert on PC building, for instance, that is not going to answer that question for them. They're gonna look at that and they're gonna think what's in it for me. There's nothing in this for me. This is not relevant. And then they're gonna ask, sir, the other question, Is it useful? You see, you might think that posting something that's relevant to them is enough. But is it useful? Does it actually solve a problem? They have. Does it teach them something that they I'm gonna find useful, is gonna help them improve that life in some way. And if we operate these golden rules, if we operate on the principle of we FM, what's in it for me? We answer that question for the person who is gonna consumer content. And under that, the subset is Is it relevant? Is it useful? And if it is, then we become the TV channel of that subject they're going to come to, And now that means have a potential for earning income from that relationship. 48. Mod 06 03 Curation Vs Creation LB: Now one of the things we need to understand these curation versus creation. So curating content is where you take someone else's content and reshare it for them. And there's some magic that happens when we do that. One of the things that's going to happen is you're going to start making connections with other people in your industry. And you will start sharing their stuff. And eventually they might start sharing your stuff. Now, another really important aspect of when you curates content rather than create. Create is create your own curator is share other people's you curating, you create a resource. So if they want that TV channel, you're gonna cure rate that for them. Now we do recommend if you're going to cure it, you mix in your own. Just don't try and cure it because you want people to come to your own website. Remember that's the goal. But by sharing other people's stuff, by becoming the source of resource. You can create a really powerful social media marketing campaign because people will come to you as the TV channel. And the other thing is you don't have to create all that content. So you might want to share stuff every day, but you might not have enough content of your own share every day. Well, if you keep up with industry news and things like that, then you can do that. So you might ask the question, why do I need to create? So we still need to create because like we said, we want people on the website, but you're the expert, you're the authority. He can't live off the back of someone else's authority. You have to create your own. But by bringing in this other content, you do create a very valuable resource and also create good connections in your industry. And the 124 are all. This is really interesting. And I recommend you adopt this at the beginning to develop the habit. So if you create one post, then share to other people's posts. And if you share it to other people's posts, comments on four of a post. And what this is gonna do is gonna get you out of the mindset of just thinking about you and your needs and what you're trying to achieve. So by creating one post, you're making sure your content is out there. And then by sharing to other people's post, maybe the next two days. One, you cut down on the workload. But number two, you're focused on promoting someone else rather than just yourself. And then by posting on four different posts, you started to create social engagement. People start to see that you're actively involved in the broader conversation about the subject area. And they need to see that. They need to see that you're an expert in the area. So by posting on someone else's content, when someone's redone, if what you say resonates with them, that's a chance for them to follow you back. So to 1.2.4 rule can be really powerful because one, yes, you're creating your own content. And then your shank, two pieces of content which is gonna add value to your audience, but it also create relationships with Neil industry member commented on four and I don't mean just dropping a link to your website, which is link now PIN. By commenting on four posts, by creating a presence in the conversation, you become known on their posts and they've got much larger following the new. You've just exposed yourself to all they're following. So some pretty powerful stuff there. 49. Mod 06 04 What Types Of Content Should I Create: so what types of content should create. Now, this is a really interesting question. Now I'm going to start with what you enjoy doing. If you think about that, we're gonna go 12 to 18 months on the campaign. And if you enjoy creating video content like I do, then that's great. If you feel that you're being dragged kicking and screaming into the studio and forth in front of the camera, then you're not gonna maintain that for 12 to 18 months. So where's your skill set? What do you like to do? What you good up? You might be an excellent writer than right, but you might be an excellent presenter on a poor writer. You want to do video unless the beauty of on my marketing you might be a great speaker but not good on video. Then do a podcast when you ask the question. What types of content should I create? Look at yourself. If you're doing the marketing as an individual, look at the organization. If you're doing it for an organization and see what skills you've got, the less breakdown some off the different types and look at them in more detail. Written content. So these are blog's and articles. He's a easiest on the quickest, but they're also the most competitive. So if you're creating articles and blog's on your website and sharing them on social media marketing, then written content if you're a good writer, is going to be easy. But we do come back to that competitive situation where you're competing against lots and lots of content on the Internet. Maybe you want to create a photography based marketing campaign that that's going to sit your business. Maybe it's clothing, something like that. Now photography is great for sharing. You get a riel high interest level on Pinterest and instagram, a bill on that principle. We often get a low commitment engagement rate so you get high interests. But short lived attention because it's a photograph, unless you can put a really strong courter action and drive them to a deeper piece of content is hard to get them to act on a regular basis. Another type of content is what's called infographics, which are basically graphics with text and images to explain a concept. Now the problem with infographics is they can take a lot of time to create but they seem to be highly engaging. But if you're gonna use them, I would recommend that you use them in an article. See, shared the infographic as a social share. Which points back to the main article where you say if you would like to know more about this subject, check it out here. They could be very good, but they can be time consuming to create. Then we've got video now videos one the highest engagement levels of all the online media types. Now it does come with production casts and production values and skill sets, and it is time consuming, and you have to get really good it. But it does have really high engagement. So if you enjoy speaking to people of being on camera, this is something you should consider. And to be honest, the cost of everything these days has come down. So you can actually do it. You'd be surprised with a modern smartphone, one of the modern ones on and a separate audio recorder of some type. You'd be surprised what you can achieve on podcasting is good for time. Phyllis. What? I mean by time, Phyllis Time fillers, Air people, They're engaged in other activities that are low attention. So, for instance, someone who's driving to work every day and he's 1/2 hour hour in the car. She's half Aaron got. Maybe it's someone at home wants to listen to something we're doing housework, any situation where someone is filling time. Podcasting is great because with video toe have to sit down a watch with infographics. Talk for an event. Have toe beyond the computer with podcasting is the only media type where people can actually engage with your contact whilst they're doing something else. If you think about that, that's really interesting. So if your Bob is someone who is going to be like that, then podcasting is a great way to go forward. 50. Mod 06 05 Written Content: So that's how I look at written content. Slightly more detail. Number one. It's a low resource cost. So if you want a low budget, the only cost you're gonna have, assuming you got access to peace and into that is your time. It was a very low resource cost, very low time cost. It doesn't take as long as a lot of the other content types, but the thing we have to understand we have written content is that people have learned to scan the page, so that means we often get low engagement unless they're highly interested in what we're putting out there. So lots of people are creating written content, and that creates that issue, and what they'll do is they'll read down. You watch yourself when you don't read enough scan. Once you understand that you can actually write to that and enable him to scan. Because people are so busy they often don't have time to sit down a read a free 100. What document or 600 or 1000 word document? The way people consume has changed. They will filtered out. So that's some of the things you want to consider written content 51. Mod 06 06 Photography LB: Photography, Keep It Simple. Now a lot of people when they get into photography, is they're going to want to go out and buy all the latest equipment. You don't need to do that. Start with a simple iPhone. If you've already got an iPhone or a smartphone, start with what you have. Keep It Simple. Do take the time to learn some basic photography skills. If you're going to use photography in your marketing, you're going to want to learn some composition skills and we've got courses on that if you're interested, say You're gonna take pictures of food, for instance, because you sell recipes on your website. You want to make sure those images look good and appealing. And the same for clothing, anything like that. Make sure you have some good basic photography skills and, and not as hard to learn as people think. Learning good photography is quite simple. Once you know how to break it down into its component parts, which is satellite control, relay, capture, light, and process alone. And you can do all of that with a simple iPhone these days. Take the time to learn some photography skills if you're gonna do photography as the main core of your social media marketing strategy. There's something we need to consider as well because a lot people say, well, why don't I just use free images? I get these free images off the internet. White guy, just use them. Since you start using images for business, you're actually using them to get commercial gain. Now what that means is that if someone shares an image, they don't actually own, They've stolen a new user and your marketing. And then someone comes along and says That's my image. And I didn't give you permission to use that. Where did you get that from? You are liable to pay them for those images. So there's a lot of free sites out there like Pixabay, which is quite well known. But when you going to use those images, you need to take some precautions. I personally wouldn't advise using free images unless you have to. But if you do, when you go on a site like Pixabay for instance. And I'll show you that site in a moment. They are basically the people are uploading a taken responsibility that it says. There's a couple of things you can look at in terms of ensuring that you think needs people own these images. They have to be very careful with this. Copyright is a huge thing, but let's say you want to find an image is a free image. And you've got all the caveats of finding and using free images in Ghana's site like Pixabay, they're gonna use a Creative Commons license. So that's saying that anybody who uploads it gives you free rights to use and distribute that content. But how do you know that the person who uploaded there didn't steal it? Well, you done, and that's why you have to be careful. So what we've got here is we've got a search for old car. Okay? So how do I know that this image belongs to this person? If I want to use it, gonna click through. Now immediately I'm a little bit suspicious here, no profile picture and just a random number with some images that straightaway tells me this person hasn't even bother to fill out their name. I would not use this person's images. Now what I would counsel is only used them for a social media post. Don't use them for evergreen content on your website. Or if you're using it in a product you're selling. Because that way, when you're using those images and you're earning money from them. Targeting is even better. However, if you can go to an individual site. But he offer is clear. Now I've got my own site, so let me show you that when I share some of my photography, it's a bit of a hobby. I share some of my own photography for people to use my images so you can see how this would look. So this is my website where I share some of my photography that people are free to use for commercial use. As you can see, this is an individual site on the images are consistent. Now one of the things you always want to check is terms of use before you use somebody else's images. And I discussed here what my creative commons release clauses are. And for me, I'm happy people to use there's no attribution required, but it is appreciate if people do that. Just a little thing. Consistent image again goes, there you go. That's the license terms. Be sure you understand that and you can link back to it. And then if you go in and actually have a look at some of my photography is very consistent. You can see a common sort of theme in all of the images I take. And that's something to look out for. Is that consistency like we said earlier. So there are ways to use images that are free, but make sure you protect yourself from copyright infringement charges. 52. Mod 06 07 Infographics LB: Let's have a look at infographics. Now. Infographics have a high reshare value. So that means that if people like them, they will reshare them. People like to share inforgraphics for some reason. So they're very engaged in, in that sense. But let's have a look and if a graphic. So you can understand what inforgraphics rather than me just assume and you know what they are. And here's an article on HubSpot, but, uh, talking about 11 of the best infographic designs of 2015. So here's an infographic works very well on Pinterest, as you can see, 76 plus gonna do well on a site like instagram. Basically that information that communicates something with images and text in a simple, easy, quick to understand things. So here we are. Men's dress codes may simple white tie when you should wear it, black tie, business, smart casual and casual. Here's an eye, 1-10 curious I lists are really curious customers from dinner tables around the world. Different countries, different foods, people like this sort of stuff. Lists can be turned into good info, graphics, how music affects your drivers, the people who are drawn into that really quickly. And there's lots of different ways that you can create infographics, but it does take time. So when we create infographics, we must make sure that we've already done some research about what is popular content. We might look at what's been working and then I'm going to create infographics for that. So we have to do some research before we invest our time. And we want to make sure we try and use as evergreen content. So we wanna have the underpaid when an article is going to get some good SEO. And then we can link back and reshare that on a regular basis. And that's the thing to understand about infographics. We want to be up to reshare them over and over. So we might create one infographic and share that 12 times over a year on our social media platform. Then you might think people see that 12 times. But what actually happens is people don't see every time you post. So by sharing it multiple times throughout the year, you might catch more people than you realize. So like we said, make sure you use it with in-depth articles. Make sure that's on your website, linked on your website. Now, if you want to create infographics, a great tool for that is Canva. So this is canvas website. And basically it's free with premium options. So you can go on there and create infographics and things like that. And it has some templates and had a lot of free images that you can use. So, you know, you've got this funny, fancy saying when you go around the show, I like that. Let's see what was really interesting, what we're doing here. And it's a little interested in less than a marketing while we're here, as I sign in with Facebook, sign in with Google, or sign up with email so that they want your information and they put that as a prerequisite for you access it software. Just fair enough. You're gonna sum for free. They expect to be able to collect some information from you as part of the Exchange. So that's kinda go and have a look at that up so you can use Photoshop, but photoshopped that type of design. You're going to need a few more skills and take a little bit longer to learn. Something like Canada is designed for beginners, is designed as a simple tool. So go check that out. If you want to learn how to create infographics. 53. Mod 06 08 Video Content: Let's have a look, a video content Whenever we create video content, One of the things we have to realize is yes, we know it's hyper engaging, but the quality of audio is king, and this is where the challenges most of the time. So when we invest in video content, we're basically want to set up a mini studio where we can record content. Now that might sound what really fancy. That could literally be a webcam on a couple of lights. But we want to set up a studio, want to set up a situation where we come in court content quickly and easily. So audio is really important that lighting is cares where a well lit subject is going to enable you to use something like an iPhone, for instance, which might struggle in low light. But we have some good, simple lighting. You're gonna get some good quality results. The other top tip is it. Stabilize your camera, get a little mini tripod. Even if you're using an iPhone, you want to make sure when you're filming your camera is still. So these just some simple tips. If you want to think about the video content And if you're on a budget, you'd be amazed what you can produce with what you have these days. But it comes back to the two key things we're gonna invest if you already have an iPhone or smart phone, and you're happy to film with that? To get the video, you will need to make some investment in a separate mike a separate device to record audio . And you will need to invest in something simple, like Cem Day light bulb lighting, kids. Lots of free resource out there. So go and check that out. But make sure before you create video content, you understand some of the skills you're gonna have to learn. You have to learn toe edit video. Aziz. Well, so I think you gun do, ah, full many video set up with a simple camera, some simple lights and a simple microphone for about £500. $500 assuming you've already got a computer, etcetera so you can do on a budget. And that's what's incredible right now. If you choose to create video content, you'd be amazed at what you can do. We have to be comfortable in front the camera. You have to be comfortable in front of people. And if you're happy to do that, you'd be amazed what you can produce these days. So there's basically two types of video out there you can produce. You can produce informational videos, which are video articles. The advantage of these These are sort of videos you upload to YouTube and the informational specific subjects. You can keep them very concise, unsure, and we've all content you want to get your message across in a short time as possible on for video. This is off the highest importance because if people think you're waffling, their bounce off your video content and then this streaming video, this is Facebook live. This is where you just stick your webcam on that. You start talking and it streams live. So streaming video is very popular in a moment. One of the downsides of streaming video is that the consumer has to enter what they're doing toe watch it. Whereas a video articles a typical video on YouTube, for instance. You put up that they watch it when they have time streaming video. You're assuming they can allocate the time you've just chosen toe watch your video. Now a lot of streaming video services will also record the video, and you can watch it later. Been little bit cautious about investing too much time in Facebook life because of that thing we talked about earlier in another module where they bait and switch is free now a charge later. Look at YouTube live, so consider, and you can mix or to consider. But I can tell you from personal experience if I want the highest engagement on video content. Video content is concise as possible and communicates What I need to educate about as quickly as possible is the most consumed, and I never know tip his. If you're in a industry where there is a regular news happening, don't creating news articles on video, and it doesn't have to be walking around. This is news, but just creating a quick commentary on what's happening then videos that highly topical time sensitive could be great. And if I was going to do streaming video, that's where I would probably do a streaming video. Oh, this has just happened. Jump on this stream. Let's talk about it. But long term video articles, the evergreen in nature that can stand the test of time. Consider again your views on YouTube. That's where I would concentrate. Personally. Video content would encourage you to do the same. Unless you have a very strong personality or you're very well known on that people will consume your streaming video, and in that case, stream video may well work for you. 54. Mod 06 09 Podcasting LB: So let's consider podcasting. People like to fill time we caused on time fillers earlier. So podcasting really suits those audience or doing things and want to be distracted. So might be cleaning and maybe driving to work. Even some people at work or listen to podcasts because I decimate really mundane. So if actual target audience and podcasting is perfect and unique, and a thing to understand is the podcasting audience is absolutely huge. It's tied into all the modern smartphones. Sega, iTunes, which is Apple, lots of podcasts on there. And if you're new to podcasting, I suggest you go and find a couple of popular podcasts and just start listening to them or think, why is this good? Why am I responding to this? And the beauty of it is we have a good Mike and some imagination. You can create content on a regular basis. And that's one of the strengths of podcasting over something like video. So video production, you do have to have good audio, you have to have good lighting, you have to be presentable on camera. But if your podcasts and you can literally sit there in your pajamas and record into a good make. So the requirements on you a much lower, but the value can be just as strong. Now one of the things you want to consider is do you have the voice? And this is going to be some hard thing to examine. In your business. You have a voice, you have someone who is engaging. When they taught a you engage in when you talk because you're going to need that were podcasting. You're gonna need a type of voice that people are gonna received gives a strong rich sense of personality. So really consider that before you go into that. So if you have a really strong accent, for instance, and you want to speak in English, podcasts and might not be the best for you if people find it difficult to understand your accent. But a way to test it is create some podcasts stuff. Put it out there and ask people for feedback on what they think generally of the podcasts. And ask people to give you honest feedback. But if you're passionate about it and you wanna do it, you can learn how to improve your voice, how to speak. In fact, I took a course when I first started doing video for myself, we did video for, for people. And I took courses on voice technique and things like that to improve how I present myself at that audio level and even video level. But especially at that audio level. And I'm still learning all the time if you're sitting there thinking, well, you've got thermal voice. But what I'm trying to say is measured foundation. Cost up the cost of the building. Before you enter into any of these types of content creation, it's really important to be clear about what you're confused, about, what you wanna do and what's actually going to suit you and what you have the resource for. 55. Mod 06 10 Automation LB: So now we want to talk about some automation. This is about sharing online and there's bad automation. What bad automation is is when you use automation to spam flood your strain. So you might automate that you share the same post 20 times a day that's spamming. People are going to view that as spam. Switch off, you might post into 50 communities the same message that spamming, that's bad automation. What we're talking about is good automation and good automation takes your content and then shares it across multiple platforms. And it puts your message out in front of people and saves you the work of Poston individually and all those sites. And that is Shotgun automation. We talked about shotgun marketing earlier. So when we are thinking about automation, what we're talking about is disseminating our content across as many platforms as possible and having the ability to shed your lap ahead of time. But that brings us to the next point which is hiding automation because you don't want to look like you're automating when you're doing a social media marketing. And the key is making sure you respond individually to your posts. Now, what's going to happen is that when you get really successful, you're not gonna be able to keep up with all responses, but you still want to respond to some posts. I've seen this, I've seen people get really successful social media marketing. They stopped responding to their audience. And the minute they do that, having the same people that present themselves, a social media marketing experts do this as soon as you do that. You're saying, I don't value you as an audience. So you have to engage with the audience. So when we're automating, we're not automating responses. We're automating the dissemination of information. And, but also automating the sharing of the information. We can then create lots of social media content, maybe at the beginning of the week, the week schedule that send out a. Now, we are good to go. We've done our marketing for a week and now we need to monitor responses because we've set that up and that's going to go out automatically. But it is important to make sure that people perceive as automation as possible. Otherwise they won't believe you actually value your relationship with them, even though you do and you're trying to manage time and be efficient. 56. Mod 06 11 Activities To Complete: activities to complete activity. Number one. Write down what type of content you would like to create. What would suit you? Your personality type what you would enjoy creating because you've got to commit a 12 to 18 month project. When you do a social media marketing campaign by writing it down, you're confirmed that to yourself. Activity number two Find some content styles that you like. Mate notes about what it is that resonates. Review so you can bring that into your own content. Learn from people have been doing it successfully. Activity number free. Find two pieces of content in your social stream from a business entity Onda. Observe how much time you give each piece of content Write down Why you think you give the time you did whether it was a little or a lot of time on why 57. Mod 07 01 Introduction To Social Media Posting Ideas: social media marketing, posting ideas in this module we're gonna look at Where do I get ideas from? Look at stupid questions. Conversations, stories, industry news. We're gonna talk about content, capture systems. I'm also going to discuss respecting your audience, So that's going to have a look at the Montreal. 58. Mod 07 02 Where Do I Get Posting Ideas From: So the question some people will ask when it comes to social media, marketing is went like it ideas from and usually behind that is so I have to post every day . Or do I have to post every day on social media in the four that were followed? Eyes. I don't have that many ideas, but you'd be surprised how easy it is to get ideas from to create content via Social media marketing Post One of the main things we want to focus on its solving people's problems because essentially, when someone purchases from you, typically they're solving a problem. No might be. They want to buy cattle on the budget. It might be that they want the latest status kettle to impress their friends. It might be that they're really concerned about the environmental impact on want an environmentally friendly cattle well, that it doesn't appear like a problem. It is a problem because I have to find information that's gonna help them get to the place where they solved a problem, and that's where we can step in with information. So typically, what we're trying to do is solve people's problems. When we create in social media marketing content. And when we start thinking like that, we might think, well, it was sharing news on the relevant subject. How's that solving people's problems? Well, the person wants access to that news. And if you become the TV channel that broadcasts at news, you sold his problem, how to get to that easily and simply so essentially it all boils down to solving people's problems, and once we understand that, we'll start to see that is quite easy to find ideas that we can post about. 59. Mod 07 03 Stupid Questions: So let's look at stupid questions. Never underestimate the power of a stupid question. A stupid question is a question some or ask you about your area of expertise or asks about the area of expertise that you are the expert in. That seems obvious to you now. What you'll find is when people actually start asking questions, they'll be a common pattern emergent on what you regard as stupid questions. Actually, the questions they have you answer in a Social Media post. Or ask that question in a social media post and then answer it on your website. That's the type of content people are going to respond to. They're going to respond to stupid question. So essentially, what is obvious to you isn't always obvious to the layman. And if the Lehman keeps asking the same question over and over again, you know that's a really, really good piece of content. A as a social media post and be is an article or resource on your website. So finding stupid questions is actually easier than you might think. If you have an established company, then you're going to see that the queries are asking are going to be called the frequently asked questions on most websites. Now most businesses don't use the FAA cues the way they should. They do a list on one page because they're thinking now, this is just stop me having to answer the questions. If you take each of those FAA cues and Ukraine article about it now, you've got some really strong content on your website that people are searching for actively. So now you're gonna get traffic on. Now, if you share that to your social media, you also gonna have people they're interested in, and it could come back to your website. So that could be one way and never way might be in forums in community. What the things that people ask over and over and over again. It's those questions that you want to be looking for, and it might be in your social media posting the comment. But what you're basically looking for is a common friend. So we wanna answer the question but creating the answer to the question and placing that on ah website and then pointing to that from social media, we're gonna have natural traffic, and that's why it's really important to make sure it's a genuine question. So a super question isn't how much you're gonna cost for you to use my services. That isn't stupid question. Not really interested in that. A stupid question is a question that you would consider easy to solve an answer. But they don't have the knowledge you have. And this is a key thing. Oftentimes with expertise, you don't know what you know, so you don't know how much you know. So you just assume ever people have a certain level of knowledge when some was brand new to an area and they looking for someone to get information from, they have a very low knowledge level, and that's how we can take advantage of stupid questions. And by the way, never call them stupid questions. I only use that terminology to help it stick in your head. 60. Mod 07 04 Conversations: another great place to get social media posting ideas is conversations. When we learned toe watch conversations, it's very similar to questions will start to see common themes of hearing. And if we confined conversations online, if we confined people discussing the topic online, we can create some great content from the actual conversation. So it's almost like you're listening in. But you're being nosy and you're listening to the conversation. All of sudden, you realize where people are actually focusing what they're interested in. And we can take those conversations on the subject of those conversations on credit post. Now, let me give you a simple example. Let's just say you're in the gaming community and your business sells computer games. If you go into that community any time, you're going to see a conversation and you're gonna see what the topical conversations are on. When you do that, they're essentially telling you what is the hot topic. What is the thing you need to be talking about in your social media post, So finding conversations and could be quite interesting because a lot of time you're gonna find that informs you will find on social media as well in discussions, and it's about connecting and being involved and listening in on those conversations is about being involved in those forums. There might be conversations outside of social media on the online world, and again, we need to listen in on those conversations. So those conversations are really gonna help us create some interesting topical articles and social media posts. Oftentimes I can be a bit of a needle in the haystack. So what you're looking for is really trending topics. Andi. The people are really good at this. A journalists that constantly monitoring conversations constantly got their ear to the ground on seeing what pops up. So when with searching is not just any conversation. What we want are the hot topics. And when we get a hot topic, we note, if we post on, if we make a commentary on that, we get involved in that conversation. People are going to be interested now. Sometimes it could be controversial. You'll have people disagreement you, but that's okay. They're saying no publicity publicity. But if we can find the Nuggets in the conversations, the things that really touching people, that things are really getting a reaction from people, we could find that needle and share, and we have some great content ideas 61. Mod 07 05 Stories The Power Of Narrative: stories. No other things we have to understand with stories is the power of narrative were built in a way that stories resonate with those we love stories. The whole movie industry is Bill on our love of a story. So when it comes to the power of narrative, when it comes to telling a story, people will consume that if it is useful, relevant. No, there are some social media advisors out there. They're going to tell you to tell your story. And as a business, you have to tell your story. You have to share with people who you are, where you came from, what your objectives are, what your goals and aspirations are and what you're gonna do for them. But the real magic in narrative is not telling. Your story is telling your customer story. Once you told your basic story, stop then start telling your customers stories to your other potential customers. And that's where it gets really interesting because now you're telling a story that they can relate to if they've had a similar experience. So one of the things we want to do is want to capture the customer stories. If a customer comes to you and tell you a story of how your product has helped them. That is an amazing piece of marks in content. And when we talk about the power of stories of power of narrative, there's an embellishment that goes with this. So let me give you an example. Jim went fishing and he caught a huge fish. Yes, a statement. A narrative would be. Do you have been fishing all his life? But one day he went to his favorite spot, where he knew stories and legends. Oh, said the giant pike have been told. One day he went fishing there and he caught something on his line on on that line with something so big and powerful he could barely really in. And he battled with that fish for hour and 1/2 and he pulled that fission and said The giant pike was finally captured. Now one was a statement on one was a description of the movies. Whenever you want to engage in narrative, we have to do is you have to create I'm movie in someone's mind. So it's really simple. Picture the event as a movie and then describe what happens in that movie because people love a good story. Now. What's really important is when you are using narrative in your social media posts and your articles or your videos that you become the rescue in the story you see, it comes back to telling your customers story. The customer has to be the hero has to be the lead in the movie, and when you tell a story with your customer is lead in the movie, then of a customers have a very similar experience are going to engaged in the So let me give you an example with the big fish story we could have inserted in there. But the fishermen at the end was so pleased that the fishermen knew that we hadn't used a specific bait you supplied. Then he would never have caught that fish. And that's the rescuer in the story. He's the hero. You're the rescuer and you see this in the movies like Star Wars. So Yoda was the rescuer. Luke Skywalker was the main character. The Yoda was the rescuer, so Yoda was the wise one who helped the hero. When you tell stories Teoh about your customers to your customers, that's who you have to be. Another example would be Lord of the Rings. Gandalf was the rescuer. The whole bit was the main character. But Gandalf rescued. And that's really, really important to understand that when you're telling stories when you're using narrative , you want to present yourself as a rescue in the story. What's gonna happen is the customer is going to relate gonna buy into that story because they relate to it. It's something that they could imagine experience in because you've said yourself as the rescue, they will accept your role. Un respond to you in the future as that rescuer. So let me tell you about the cat in the dark stomach. I'm event and he told me this story of how he had a dog and they found two cats in the dog's stomach, and he posted that on social media and it went viral on. What actually happened was the dog had found two porcelain cats in the garden. I'm eating them, and then when they had operated on the dog because of this constriction in the dark stomach , they found the cats. But the narrative of that was so powerful on the statement of that was so powerful that was a local that on that story went crazy. The phone was off the hunk at newspapers ringing him for details, incredible amounts of followers he picked up on social media because he told a story, A narrative I had a twist on got people's attention. So one of the things that's really important to do is when you find a story, especially one of your customers stories, make sure you record it and use it. 62. Mod 07 06 Industry News: industry news. One of the things we have to understand is we have the lazy follower. So we become that TV channel on or have a follower, and they will just rely on us to feed them news so we can share new to them that they can actually find for themselves. But we did the job for them on now commit to us because we've taken that curation away from them, that responsibility of curating away from them. So what we're looking here is a curating news content on. One of the things I recommend is when you curate news content not just to share the latest news, but actually supply some commentary. Some perspective whenever you share and use article, and that's when you get that little bit of interest. And that's when you take a curated piece of content and make your own, because now you're certain your expertise in authority into the share of that content. So industry news then becomes a really powerful source of social media marketing content, and there's some really easy way for you to be up today on be notified. When industry news goes life, let me show you Google automated search. So here we have a search for docks. Now, if we go across on Google when we go to news, we're going to see instantly. Interesting stuff we can share. South Korea don't trade reforms. Dogs can't smell fear. Sad story about a puppy attacked all these different news stories and you'll see Eedle very recent now to set up your own news feed. So you have to keep checking this Each day is you can create Anila. So obviously was a really popular topic like that. She probably gonna be in and tape of emails. But I used it just as an example. If you create in the lower here, I'm gonna ask you to sign into your account. And now you've gotten use. There's gonna come in on a regular basis that you can share, and you've got an unlimited amount of content. Obviously, depending on the size of the interest group that you have, it was a really niche subject. You'll still find news, but you probably won't have as much. So it looks off potential there for content. Industry news is a really powerful source of content for your followers 63. Mod 07 07 Content Capture Systems: Let's talk about a content capture system. A content capture system is away for you to capture posting ideas on article ideas. So one of the main things you want to do is you want to store your ideas in the cloud so practically what you're gonna want is something like a Google doc set up or something similar where you can just store ideas as you have them on your phone on your computer, wherever you are. And that's really important because enable you number one to start ideas no matter where you are at a time. Because we don't storm, you'll forget them. A number two If you got a team or a company where you're gathering posting ideas from then making use as a shared document and a kanab their ideas. So one thing to understand is your team will give you stories. If you teach them and train them to share ideas and stories, they will give you them. So let's just say you've got sales and marketing team on their dealing with the customers on a regular basis. They will hiss stories and you won't get to hear those stories. But if you train them and encourage them the importance of those stories. They will record those stories. I feed them up to you and it could be the same. Even in a small business where there's only a few people, there'll be stories and news and information that your team will give you. So that's where point of sale systems come in. And if you're operating is a larger business and you have staff that deal with the public directly, that has to be some type of system in place where they can quickly and easily share ideas. Now you need to get the team toe, have by and I'm ness, and he's be presented positively. You might even want to give credit for the team member that came forward with the story. People like their name in lights, but however you do it, but creating a content capture system, you could be said that any day of the week and look and think there's something I can post about now and in a couple of minutes, share something, will that be a great article to write? That's right in that and now we go something to share. It's really, really, really important. Do you capture those social media posting ideas 64. Mod 07 08 Respecting Your Audience: Now let's talk a little bit about sharing post in the sense of respecting your audience. We always want to be polite. We always wanted behavior. Gentleman. When we're sharing a content, Andi, that means while we might be controversial, we don't target individuals. And it's really important to understand that when we market everything we take, we analyzed and see it as an expression of our values. Now, one of the popular things in recent times Social Media Marketing is to use profanity to try and shocked people. So start swearing and things are now. Now the problem you're gonna find when you do that you're gonna lose audience. They're going to some people. They're going to see that negative language, and they're just going to switch off, and you just potentially lost a client, so it is very fashionable in the moment to adopt this. It's not very wise unless you want to deliberately lose potential audience. One of the things you also going to find a swell is that when people respond, sometimes they could be negative. Let's just say some was gonna complain about your company and they go on Twitter. That's what a lot of people use Twitter for these days to complain to companies about their lack of customer service in a public manner. When people do that, the reaction often times is to say You're an idiot, you know the temptation for me is often when I see people commenting in a ridiculous way or a disrespectful way. I want to respond with your an idiot. You can't do that. So you have to respect your audience because it's not so much that person. That's the issue. It's a person watching going to see your values. So it's really important to address the issue and not the person's. If they say something, discuss the issue, not the person removed the person from the discussion and discuss the issue itself in public. Another thing to understand is don't feed the trolls on what that means is that that are going to be. People out there are trying to pick a fight. They're trying to be difficult. I've decided they don't like you. As tempting as it is by replying and responding once you address the issue. Beyond that, you're feeding the trolls. You're giving them attention and a lot of time. Trolls just want attention, even in a negative way. They get attention in any way. They will take it. So when you're posting in your sharing different things, people gonna disagree, that's fine. But when people start getting person following you around and looking for a reason to disagree, review continuously and consistently, the best thing to do is quietly ignore them. On most social media sites, you can delete their posts and just quietly removed them from the conversation. Don't argue with them. That's really important at all times. To respect your audience, Andi not alienate potential customers by communicating natively. 65. Mod 07 09 Activities To Complete: so let's have a locus of activities to complete activity. Number one. Create a saved Google. Such for key phrase, your audience is interested in activity. Number two. Write down a short story. You know, customers experience or you have experienced with a product activity that number free. Find a form online. Read a conversation, Fred, and pull out the key points you would use to make a post about that subject. Yeah. 66. Mod 08 01 Introduction To Creating A Social Media Post: creating a social media marketing post in this module. We're gonna look, have to create a social media marketing post. We're gonna take them to the movies, headlines, body text, image years, videos, quizzes and polls, links of hashtag. So we're going to go into the nitty gritty of creating a post on social media sites. 67. Mod 08 02 Take Them To The Movies: So what we want to do is take them to the movies. So when we write post, that's the way we need to be thinking. This is very similar to the buyer journey we discussed before. But when he used this analogy to help us to understand how we're gonna share a social media post now, the first thing we want to take someone to the movies is we're gonna come up with a catchy title. So when you think about maybe titles, Star Wars, Jaws return off the Jena Rammed by fast Blood, the title is what's gonna draw them in. It sure is. Snappy is attention getting? And then there's gonna be a trailer once they've seen the title, once we got their attention, they're going to move to the trainer. So now they're going to want to see a little bit of what you're offering. So Social media posts would make him a little bit of information, tease them bank, and then what we might also do is we might share review of what somebody else has said about this piece of information. So now about the title of the movie, without the trailer of the movie Now we've got someone's review of the movie. All this is building up until we get people to come and watch the movie and then once have watched the movie, we're gonna sell a popcorn and soda. So no, they come and pay for the movie. Now they're gonna partake of other things we have to offer. It's very similar to the by journey we described earlier, but if we think of that in terms of Crane of Social Media Marketing Post, we have a title must be short and catchy. We have the trailer. We have the review what somebody else has said, maybe a story. Somebody has his story, and then we're gonna point them back to the movie. We're gonna say, Come and see the movie on a website and the most are going to say we've got popcorn and soda if you want it as well. And that's the way we need to be thinking when we create a social media marketing post 68. Mod 08 03 Headlines LB: So let's look at headlines. When we create a headline of Social Media Marketing, we have free seconds to impress. Just free seconds. That's all we've got. So that headline has to be short, has to be punchy. We have to say something unusual. We have to say something that gets their attention. If you think about the story to cats found inside dog's stomach, that immediately gets our attention. We can ask a question that gets people's attention to my right in the head lamp by asking them a question. And being controversial is a great way as well. And that doesn't mean picking a fight or being deliberately obtuse. But sometimes by expressing an opinion, there's out and we can get their attention and obviously making them laugh. If we can say something in the title that makes them laugh. By appealing to their sense of humor, we can get them to read the rest of the post. And this is what we're trying to do. We were trying to create movie title that they're going to want to watch the trailer, you're gonna wanna see what's underneath. And that's social media marketing. Posts to the headline is vitally important. You don't have a good headline. People won't read. I can see engagement on my post. Guarantee the ones who are good headlines always get more reads plus ones and chairs wherever than the ones that don't. So when you're writing a title, make sure that it's clear. Now when you're on a site like Twitter with its restriction, it's very difficult to write a time thought because a 140 letters doesn't give you a lot scope. So Twitter aside. Always pray a good title. So let's have a look at an example post. So here's some examples of some posts I want to show you with different titles as an example of what we just talked about. So are you magnetic potential clients to question? Have you met Bob? Are you failing with your marketing? So you'd say controversial question. When a lack of understanding and dependent article about a lack of understanding that was some controversy. Now, these are some really simple short posts I do to promote my photography website and share some of my images. And you can see I've not really done a lot with the post in general, but my titles are designed to be attention answer, it's a hard life being adult aspirations. So it doesn't have to be a long title. Bath time. So here's a post, an image. And this is halftime. It sure is catchy. People relate to it, reminds them of their own bath times when they were kids, maybe having fun. But the title is short and it encourages a click-through top of the world beach balls. And what I want to display here is that titles don't have to be super long for them to be interesting. But it is important that we use them and think about them. Because they're the attention getting part of a social media marketing posts. 69. Mod 08 04 Body Text LB: The next one it comes to social media posts. We have to look at the body text. And the rule we have to remember with social media posts, the primary rule is TL, DR. And that sure, for too long, didn't read. And oftentimes that's people's response when we share our social media platforms as to be sure it has to be snappy if we create a really long posts and we're asking them to commit ten minutes of their day to reading our social media posts. Their reaction can be TL DR. Too long didn't read effect. You will sometimes see people post underneath you've been TLD. Is they just Scientific too long? Didn't read it. Sorry. One of the important things is when you share someone else's content and you explain the share. Was a lot of people do is share and I'll just share a link with no explanation. So you're not telling me why I should read that and why you think I should read that. Always explain the share or is explain what it's about. And what we wanna do is, well, it's forced the click. We want to leave them hanging in suspense. And it comes back to that idea of the movie trailer. The movie trailer looks good if you want to see the movie. And you've got to come back to our website. And we want to force the click. We wanna make them so curious that they can't help but click through and read what we have to say. We have to come back to that principle all the time or translating Chinese. So if we communicates in to laymen and we're communicates some complex information. We have to make sure we speak in a language that they can understand. One of the things we wanna do is credit original sources. So that means we want to make sure that the original sources quoted. So we're curating content. Always make sure we mentioned where we got this from. And the other thing is we want to notify invested parties. So what that means is when we share, we can type out there tag and they'll send them a notification of ping that we've commented. And when we do that, what actually happens is they then come and engage in the post. And our relationship with them deepened. People like being called out. Now we don't want to notify everybody if you have no relationship and it's not even relevant to them. But if they are invested in the subject, we want to notify them. And then we wanna make sure our call to action is very clear. So let's have a look at some examples of this. We have a real posts. So here's an older post of mine. Y you can always build on your own land, not borrowed land. So this is, I'm talking to marketing people with this so they understand what I'm talking about here. The principle of building on your own land and not borrowed London. If you've been for the previous modules in this course, you'll understand that as well. So what we've done is if we read this excellent post by Gary Sharp Now that is a notification, but because I've notified him, is going to know that I have shared his article. So excellent post by Gary sharp with some very interesting data on why LinkedIn Pulse might not be the best place to blog. So you can see, I've told them what it's about. I've explained the share. I'm being very clear about what he articles about. So LinkedIn Pulse might not be a good place to blog of notified invested parties. And now if someone is interested, they can go through I've shared just enough information to force the click. Here's another example of a post I've created. Is it time you stop creating courses? It might be, but why would you check out this weeks video to find out why? And this is a poster of shared in a community. In fact, my own community, online instructors for them, creating courses as a way of life. So I'm asking the question, Is it time you stop creating courses? It might be, but why should you? So I'm leaving it all hanging in the air. I am making sure that click through to my YouTube channel or watch the video here. I am making sure I'm motivating them to take the action that I want to say. This one is very clear about the CTA. So when you look at the recommendations we make for body text, sometimes you don't have everything in there, but these are the things you need to be drawing up to this one, the call-to-action, the CTAs really simple check out this weeks video to find out why. If they're curious, they're going to have to watch that video to find out the answer. And that's how we create interest in our body tag. So remember, too long, didn't read explain the sheriff, you're sharing something from someone else. Explain why you sharing forced the click around without curiosity. Make sure you translate Chinese, make sure it's in language I understand. Credit original sources when you're quoting original sources and notify invested parties if you're sharing an optical or something like that. And always be very clear about your call to action, what you want them to do. 70. Mod 08 05 Using Images LB: So that's how I look at using images. Images are very, very powerful for getting people's attention. People really respond to posts where there are images or strong images. Let me show you what I mean. And as I scroll down, big image catches my attention. Now if that resonates with me, I'm going to take the time to read unclear image. Not-so-good. Another unclear image, not-so-good. We're going to see this is quite clear. Freeways are often, they've looked to get traffic to your blog. So if you're interesting in traffic, that's going to be very interesting to you. Not say clear HH design for our beautiful design backed up by powerful program for best websites with this image that is a terrible social media posts. Horse and whose country where? Now this is a good use of Puppy images because it actually relates to the subject. And as you scroll down, you're gonna see to some images like this one going to catch your eye. But why would I read darker? And as you can see, images and a good image will get people to engage because this is what people are doing. They're scanning down. They'll read the headline, read the image. You've got that little time that made me pause. You've got that little time to actually get their attention. So images are really powerful. But you'll notice if the title, no title there. If a title and all the rest of it isn't used in conjunction, the best image in the world won't create click-through. So all of these things to come together. But we do respond that if we don't see an image, like Here, is why we're so much that even if I was interested in the subject, why would a watch that? Neither the things you need to be thinking about when you're sharing images. You'll see a few infographics in here as well. And I hope you can see the point like that. Should you quit smoking, lose weight first? Good question. You can see that it's very attention getName because there's appeal entity motion. So hoping to see that images are very, very powerful when it comes to getting attention on your social media stream. Now one of the things that can be quite important is creating a style is recognizable. So let me show you an example about so you can see what I mean. Now if you're familiar with outside this train, of course, you're going to know that I use a certain type of image a lot of time that has a particular style. So you can see the very black and white is very consistent and the text is the same. Every time share a taxi isn't a thumbnails for my YouTube videos. And then when I share a direct course, I've got my own style as well. I'm very, very consistent with the style of my images. So when you share, if you can start creating a style is not a requirement, but if you can create a style, people will start to recognize your content. So we want to use images imaginatively as well. And oftentimes we can use an image to create a concept. Let me show you an example. So here's an image I've taken which I'm entitled the mafia. So you could use this image to show displeasure and lots of different ways and remember the images to get attention. And obviously we've talked before about not using cat pics for the sake of using cat pics. But we can use interesting or funny images to create a connection to the subject we're talking about. So here's an example. This is entitled top of the world. So an image like this could be used as an implication there. Siegel is number one in this scene, he's top of the world. He's looking down on this domain. We could use that imaginatively in our social media posts. You're the boss if he was talking about helping people with their management, lots of different ways. You can use images imaginatively and creatively if you just think outside the box, just a tiny bear, an associate an image to a concept that people wouldn't normally associate. And that's going to give you a little bit of a different flavor when you're sharing your posts. Now, one of the really interesting things you can do is create images with quotations. And you can use software like Canvas to create those so you can find an image. We'll take an image and then put a quotation on it over yours or someone else's and they get quite a high engagement, right? And to be honest, if you're going to take your own images or you really need is an iPhone and snap seed. And just take the time to maybe take a couple of photography courses and learned the basics of composition and how to observe a lie. And you'd be amazed how quickly you can create your own style for your social media images. Now we do have courses on photography and composition. So please do check those out. But an iPhone and snaps IV, which is a piece of editing software, can get great results if you learn a few of the basic skills of photography. And if you're going to be using a lot of images, you really want to be thinking about learning photography because it's actually very rewarding. Creating your own images to share on social media. And just to have a camera with you at all times and to see opportunities. Maybe you're at an event with your company and you can take some pictures. So learning photography, learning how to take good images can really, really benefit your social media marketing posts. 71. Mod 08 06 Video Posts: Let's talk about video post. This is where you share a video on social media. No wonder things to understand his YouTube is your friend. If you could get a video on, there's gonna get indexed by Google, and it could sharpen search nearly straight away. It's the best place to host your videos now, but the moment Facebook or trying to encourage people to a blow their content of Facebook, I would strongly advise against that for two reasons. Number one YouTube Videos index by YouTube's that are going to go into search and you're gonna get that long tile benefit. And number two. Facebook has a history of the bait and switch with free to paint. So I would recommend that you stick with YouTube is the number one video sharing channel out there and will be for the foreseeable future. One of the rules is TL DW. If you remember what tail the hours, you'll know what TL DW is too long and watch. We have to remember when we create video content. If someone's gonna watch it, they're gonna look at the time on that video. And if I see a subject they think should be five minutes and they see 29 minutes and no gonna watch it. And then what that is going to do is effectual rankings because people are going toe watch a little bit and then stop watching. And then you two can see that a monitor that not downgrade down search. So make sure when you create video content, this is concise and fast as possible. Now one of those things is gonna harm a video more than anything else is bad or idea. So I do recommend you invest some time and figure out a good microphone fuel budget on the recording conditions you're in. People will forgive bad video with good audio, but they won't forgive bad audio with good video. And if you create video content of bad audio, people will bounce off. Now one of the things we often do on our blog's and websites we're gonna embed YouTube videos, so we want to embed a YouTube videos on our website said that people come watch videos on a website and the reason I want to talk about this is as a couple of advantages and disadvantages driver embedding or no embedding. If you share straight from YouTube. All the views now where they come from will be counted. If you share on embed on your website isn't always guaranteed that YouTube will count those views. So in terms of gaining search value on YouTube so that you go up in the search engine, remember, YouTube is a search engine of well, as a social media site. You're going to get more traffic if you leave on YouTube. However, when you embed on your website and you drive traffic to your website now, you're going to get the S E O benefit from doing that. So it's a battle between the two, and it can be difficult sometimes to choose which one is more important on the way to look at it like this. If you're creating a lot of video content, YouTube is going a great place to have it. But if you're creating lots of content on your website, and it's not necessarily video every week and it's blood, the stuff you might want in bed your videos now. What you can do, however, is create the video content put on YouTube and share a hell. Then maybe a couple of weeks later, as long as it's not topical. Couple weeks later, create an article in bed your video on the article and then reach out, out, and then you get the best of both worlds. You're getting the YouTube video share, and you also get in the page. Yet when you share a post on social media on most size, people can watch, not in stream. Let me show you what I mean. So here we've got a post of made on. I've shared the YouTube video, and if someone's on social media, they can let you just click on. They can watch it in stream. So that's what we're talking about when we're talking about sharing on YouTube. But if we put it on a website, they've got a click fruit and take another action. There is, If you put it on YouTube and share to social media, they can click three straight away. But the thing you're gonna have to decide is which of those you gonna prioritize traffic to your website or traffic to your YouTube channel? Normally, we would say tractor website instantly in this instance, is no always that clear, and it depends if you're heavily reliant on the YouTube platform as a way of building audience. If you've got content that suits that like I do, you might consider putting a lot of videos on there and in a later date, turning those into blood post by creating a commentary in a description of those videos and me sharing it help. So let's also talk about Facebook live video. Now, this is very big at the moment. People are putting our law Facebook, life, stuff on Facebook or really promote in those posts, and I'm anticipating the bait and switch. If they get any, take off the Facebook usually do. Remember, we talked about this in a previous module that we've live video you're asking people to watch at that specific time. That does create a video that you can share again later and replay. But with live video, the downsides often are longer than it needs to be, and you're asking people to interrupt the daily flow now. Sometimes people won't mind being interrupted in their daily flow. If what you're presenting is engaging and interesting enough, maybe it's around a very current event, something that's happening right now and then people will choose to watch live video the way they watch Life TV, so is very similar to the on demand issue. Traditionally, people have watched TV and they watched it when it was broadcast, and then they figured out they could record it and watch it at their time. So they gain control. And now you've got companies like Netflix and I was a video where you can watch videos when you want to. People are always going prefer toe watch content when they want to, unless it is genuinely a live event and they want to be involved and connected to live with them. Now, one of the great ways of getting around this is by shuttling your live videos. So if you're going to be doing live videos on Facebook, you might decide I'm gonna do the every Tuesday afternoon free PM UK time and let people know that that's your broadcast time so that they can get into the habit off watching and making space so they can watch. And another great thing to do is ask your audience when you start getting the following. When would be the best time for you For me to produce these life videos live videos can be very powerful. You can get a lot of watches and engagement, but you do have to think about a little bit how you manage interrupting people's time on whether there's enough interest for your live video plants. 72. Mod 08 07 Quizzes And Polls LB: So let's look at quizzes and polls. People love to share their opinion. So if you can create a social media posts as a quiz or a pole of some type. People loved to engage in that. People love to tell you what they think about subject. So it's a great way of getting people engaged in a question, and it's also great for research. Now, oftentimes you're gonna find that when you create a pole is going to be built into that platform. Now you could take people off, but a lot of time we have quizzes and Polish people want to do on the platform. So you got a single platform restriction. So be aware of that when he used quizzes or poles and you probably have to run on your most popular. Now one of the key things is when you create a pole dance, have a poll, asks people to comment and share their thoughts as well, because you don't want to pull in on the comments underneath if you want people to get engaged in quizzes and poles. But communities are great places, a quiz and pulse because people are very engaged, very connected. We're going to be looking at community-based marketing. It never module. And that's a great place to run quizzes and poles and get those comments. So try some polls, tries and quizzes. Once you've got a large enough follow and see what sort of results and engagement you get. 73. Mod 08 08 Links LB: Now we want to share links and our social media posts. Now, you're gonna find with some places that link sharing isn't that easy. Or Instagram at the time of filming don't allow sharing of link, so it's hard to share links are clickable. Link is basically your call to action. So whenever you pass a link, you wanna tell people, click on this link. And now it sounds obvious, but you actually need to say sometimes click on this link to get your answer to understand what we're talking about. So your link is going to be a call to action. Now you can use Lync shortness, and oftentimes they can create a short link and some social media sites will shorten your link anyway, like Twitter, the well-known ones OCR bitly, that's well-known BI LY and Google URL shortener, and there's others out there as well. Now there is one called pretty links were people use to redirect? I'll be very careful with that. People use them on YouTube and it's against policy to link to certain types of content from a YouTube video. In your YouTube video that you don't have to link to an associated website. So be careful about using those. Now, one of the things that often happens is too many calls to action equals confusion have one link. Social media posts that people post as a resource for ten links, people are just going to bounce off. If you ask people to do too many things at once, they do nothing. And there have been studies on this one link, one call-to-action, and then another post another link and never call to action. Now little tip is that when you share a link and a social media post your paste in. And sometimes on some sites, that link will disappear and an image will appear instead. In that instance, make sure you do post your link the second time as soon as the image appears. So your link is clickable and view. 74. Mod 08 09 Hashtags LB: Let's talk about hashtags. Hashtag equal index. And so what's a hashtag? A hashtag is a hash, then a word. As you can see here, with the hashtags term, that enables social media sites that index your content. So when you add hashtags, you're saying to them, this is what this is about. And then if anyone searches for that hashtag or that topic, they can find it. Now, some social media sites use hashtags much more predominantly than others. And to, to, uh, probably too, are free to other strongest. Again to be Twitter, YouTube and Instagram. They're going to be the free that really benefit the most from heavy hashtag use. Now, how many? And I've seen people go crazy with hashtags because once I realized this, I want 50 hashtag. You best just depicted core hashtags that you want to use. Unless you're on YouTube. Youtube is going to give you the opportunity of putting lots of hashtags in. And you want to fill that box up. But typically you don't want to. Social media posts full of hashtags. Now, the reasoning get away with it on YouTube is that YouTube's hashtags are not shown in the stream. That something you put in as a content creator and they can't be seen. So don't go crazy with your hashtags. Now one of the problems you're gonna have hashtags, but when you automate your post, hashtags often don't carry over into the different platforms. So have a look your automation software, share a post and check if the hashtags are being carried over. So it's really important to use hashtags, because what hashtags do is enable you to reach outside of your normal audience. So the neighbors should reach outside of those people that followed you. Because now you're allowing and enabling that platform to index your content. And if someone is searching for that topic on that platform, they can now find your parks. And it's a great way of getting involved in trending conversations on Twitter by sharing a hashtag. And it's a great way of picking up new additional followers. So whenever possible, make sure you use hashtags appropriately, sensibly. But most importantly, to get that indexing. 75. Mod 08 10 Activities To Complete: activities to complete activity. Number one. Taken image with your smartphone or any available camera activity. Number two. Right. A title associate with that image that's going to get attention activity number free. Create a post with your image and title, right? Your body text using the guidelines were shared and share it to your social media followers on a platform of your choice. And if you would like me to have a look at that, make sure you mentioned me on that platform so I can come and have a look, yeah. 76. Mod 09 01 Introduction To Community Based Marketing: Let's have a look at community based social media mark. Think social media marketing Best kept secret. We're gonna look at choosing a niche, your community, choosing a platform, your community gatekeepers, community rules, shared ownership structure in your community and also visiting over communities. So that's going to have a look at the module. 77. Mod 09 02 The Best Kept Secret LB: The best kept secret. The problem with general social media streams is that often the people who are following you a very, very diverse. So that means trying to get engagement with them can be very difficult because there are only given you half an ear. They're only paying you a small amount of attention. And this is why communities work. Because if you can take someone from a social media stream into social media based community, have expressed their genuine interest in that subject. And that's why communities work. That people are in communities and much more engaged in the topic and the people that are in the general stream. So one of the great things about online platforms like LinkedIn and Facebook is that you can create a community where people with an interest in your area of expertise can come and engage and share their interests. And that's why communities work. It gets rid of a lot of the uninterested people that are following you in your stream. And it just creates a place where the interests of people can engage. Now one of the questions you're going to have to ask when you mark it with communities is do you have the time? To be honest? It doesn't really take much more time than a social media marketing campaign, but is a very specific commitment when you set up a community because you, you are the owner of the community. And you're saying, I'm in this for the long run. With social media marketing, you're saying you're in it for the long run, but there's no expectation of you continuing to post for an extended period of time, although you should. But we've a community is a much bigger time commitment. And you're going to have to encourage the community. You're going to have to engage the community. So it's really important that you cost up the building before you build it. And this is one of the key things. A good community doesn't happen overnight. It takes 12 to 18 months to build that community up. You've got to be prepared for that. With all that being said. If you want real quality engagement, a real quality traffic, then community-based social media marketing is the way to go, is the most powerful form of social media marketing that you can engage in. 78. Mod 09 03 Choosing A Niche For Your Community: now one of the things you're gonna have to dio when you create community is choose a niche , and it might be obvious that your area of expertise is the niche. But one of the things you don't want to do is don't go too broad, it says. Very difficult to get a community going on. Social media marketing France that's too broad or online marketing. But you don't want to go to narrow and create a group on Facebook live video. In that instance, you probably want to create a community or group on social media, video sharing or video creation so you don't get too broad and you don't want to go to. Now. If you go to broad, you'll get a lot of people in there that I'm not really supposed to be in there or not gonna benefit a community. If you go to narrow, you might have enough people to actually go into the community. So, in your area of expertise, try and find the balance between going too broad and too narrow, and the way you can check that is look at the community's already help there. I find two communities, one that's too broad. One is too narrow and see if there's a middle ground in between the you can position yourself now. The important thing to understand is this again. Do you enjoy the subject? You can be happy talking to people about this for 12 to 18 months. Do you enjoy the subject? You're creating a community in the nation if you're just care in a community, because maybe you think it's profitable and if it doesn't become profitable, you're not gonna want to continue on with that subject. You've got to be committed. You're gonna be passionate because managing and driving community can be hard work at times , and you have to enjoy the subject. Now. Creating local communities is extremely powerful for local businesses. So if you're during so short media marketing on a local basis for a local company or your company is local, if you can create an online community where people can connect and continue their offline relationship in, then that could become really powerful. Another way to do that is, let's just say you've got a local business group that you run, let everybody know and encourage everybody to post in the community associated with that group. So whenever you create a calm Yunel local experience, you can create a local community for that same group online. And that's where it starts to get really powerful because you're extending the reach in the connections of the people in those communities and you can start to create a really powerful community. So think about how you might did. You might be a local supply of pet product, then create a local pet community where people talk about their pets and things like that. There's lots of different ways of creating a local community if a sufficient interest in your local area, and if you try to do that in a social, immediate stream is very difficult. But if you create community where people can connect and that they will know you are now when they talk about where they're going to get the supplies from its going to be you. So you put yourself at the center of that community, but creating something useful and relevant of them, and that's the key thing. Communities have to be useful to the community you're appealing to, so it's about their needs, what they need from the community. What they want to get from the community, know what you want to get out of community. That's really, really, really important that when you choose your niche, you make sure this is going to be a useful community. 79. Mod 09 04 Choosing A Platform LB: So when it comes to creating a community, you have to choose a platform. Now one of the things to understand is platform location does not matter if your community is useful enough. So most people, when they do social media marketing, the first thing we're gonna do is run off and craft Facebook group. Because they think, well, that's the most important place. In terms of social media marketing. There's something interesting. If you've had any experience, I've been a member of an online community. You will know that the platform itself doesn't matter. What matters are the members in the community. So it doesn't matter which platform you put it on. That's not important, is about the value of the community to the members and to people joined in the community because of the people in the community. Now we can step beyond Facebook and LinkedIn, communities and groups, and we can actually move to owning our own community. Now one of the advantages of owning your own community is you can get advertising in there. So you can monetize it with Google ads. You're in complete control if Google or Facebook change anything at any time, you're communicate, disappear overnight, your own, your own community. Well, that isn't the case now when it's your own community or is a bit more traffic, you need to drive. But there are many, many people have created successful communities on their own. But the downside is you don't get natural traffic from those social platforms. So on facebook, bell suggested group if they see you searching for particular things. So you're gonna get that additional promotion and help. But you won't have to toe control. You do your own community and you don't have the potential to monetize in the future that you do your own community, which brings up the point free or paid community. Now, there are communities out there where you actually have to pay and subscribe. So you can actually set up a community that's a subscription-based. So you can start it off free and then move it to paid. Or you can have a free community, then have a Insider community that's paid. And these are some of the things you want to be thinking about before you serve your community. When would you use LinkedIn? If you think that you're going to have a much larger following on LinkedIn. And you're gonna get more engagement. And you might choose a LinkedIn. And the same for Facebook-type community. You can drive people from LinkedIn and Facebook to your community. But just sharing in your streams are reminding them that communities available. 80. Mod 09 05 Gate Keepers LB: Now, let's talk about gatekeepers of your community. Unfortunately, when you create a community, there are going to be people that wanna come in and use that community for their selfish. And so one of the things you wanna do when you create a community is don't go public. In other words, make sure that people have to go through an approval process before they joined. And Facebook, you can actually choose the settings of your group. You can even approve what the posters they come in. I don't recommend you do that. Once a community gets very busy, you don't want to be approving posts as it will chew up time. So when I say don't go public, you wanna public community that people can find. You don't want it hidden, but you wanna make sure that people have to be approved. And one of the things you're going to have to do is when people apply and they wanna join, is you want to check whether they are legitimate person. Now one of the things you're going to want to do is once you get numbers building up, is that people are positive and level headed. You've gotta wanna promote them to moderators. So you're going to want to have a few moderators in your community. And it's good to have people from different parts of the world if you're an international community. So they can moderate during the day. Now often people are honored to be asked to be a moderate EPA peaky moderators carefully make sure they're people that don't. Flame discussions, don't get things go in base. You get on well with the rest of the community and just ask them privately if they would like that responsibility because sometimes some people are just too busy to take that on. Now, you are going to have to police the community. There's times when you are asked to adjust the rules. There's times when you might have to deal with it. A member who's not behaving the way to community expects them to. And sometimes people are gonna get upset because of their behalf to police the community. And you have to just point to the roles and explain. This is what the rules say. But it's always a good idea to give the members of the community and the appeals process. So if they fill a moderator dealing with them incorrectly, they can appeal. You have to give them that sense of having some control in the community when you're policing it. If you're very careful about your roles at the beginning, you'll find that people understand the rules. And police in the community is much, much easier. 81. Mod 09 06 Community Rules LB: So here's some ideas on community roles. Some generic ideas that you can use to create the rules which you post in your About section in your community. Number one, Be nice, addressed the issue, not the person. So people can have debates and discussions. But the minute they engage in personal attacks, that is unacceptable. So it's good to have discussion, is good to have debate, good to have ever life in the community at times. But make sure that people are discussing the issue and you might need to calm them down and remind them of this roll number to make sure your profile has been filled out before you request joining that community. And a lot of people just try and join us what we call blue heads with no profile and just get this fake image and make sure this is a genuine account and not spam account was trying to get into the community and spammy ALL members. Do not link dump. Their link dumping is where you share a link. Don't explain what it is and just dump it in the community expecting people to click on it and read it. That is, the root IS activity in social media marketing, you can engage in, in a community. So make it very clear that link dumping is not permitted. Keep it family-friendly. Now, you might think that you wouldn't have to say this, no nudity or profanity. But you have to be very specific about this because people will come in and oftentimes it will behave in an unfriendly manner to families. And by saying, this is a family friendly community, people understand that this is a public forum, although it's approved membership, oftentimes you might wanna do completely private forum, but that someone should be able to sit there and be a member of the community and posted in the community without worrying that child is over their shoulder, looking at the screen and seeing something that is not appropriate. So believe it or not, this is an important role to express. And it does keep the community in a really warm, friendly place because people feel safe. Unethical practices are not to be posted. This is quite important. So what you're saying here is if you're using anything dodgy or you're encouraging anything dodgy that breaks laws or rules. We don't want that in the community. Make sure you share your content in the right section. What you want to do is make sure people share your content in the right section. So you're going to have some sections and that's why they need to share that content. And number seven, or group moderator issues must be kept private if a member has a problem with a moderator. And it's really, really important that, that gets taken privately is not discussed in the forum, and moderate is must be respected at all times. And it's up to the group owner and the other moderators to decide if a moderator is being unreasonable or treating someone in a negative way, and that must be dealt with privately. Now stop groups breaking up and communities breaking down. A number a, b. This is the main rule and reiterate that at the end, be nice. Now hope these roles are useful and when you serve your own community, aware is these are going to give you a basic template of community rules that you can use to get your community going. 82. Mod 09 07 Shared Ownership LB: Shared ownership in a community. Now, you are the owner when you serve that community and you have to be perfectly clear about that. You have created the community. But they have a vested interest as well. So we wanna make sure that they feel like there's a shared ownership in the community. They have a vested interest in contributing and that they're valued. And one of the ways to help them is to give them access to benefits. A lot of communities are really, really restricted. So some communities don't share your blog posts, don't share your articles, don't share your special offers. Well, if you take away every reason, but they might have to contribute to that community. And you don't give them away to be rewarded by their involvement in that community, then why are they gonna stay there? So make sure you give them access to benefits as really simple to do, you can create some categories. Simple categories like community special offers, community blogposts, share your blog posts here. In fact, let me go and show you my community and some of the categories that we've got so you can understand how this looks. So we're going to scroll down the side here and we're gonna see about community. We'll see our rules and little bio about a community are there. And then as we scroll down, we're going to have the Filter tab. But we can see all post general discussion. We've gone introduce ourselves section. That's very good for people to go in and say hi, and we can share market in tips and strategies. This is Online Instructor Community business tips share them here. Digital products and my course steps and that category meet the moderators. This is important or section to consider having. There's a little place where people can see the moderators and get to know a little bit about them. And that's what a good community structure will look like because you're giving them access to benefits. So give them the ability to post things where they can benefit, where people can come into the community and they can share their stuff. They can get traffic back to their website by showing blog posts, et cetera, and special offers. By doing that, you're going to create that sense of shared ownership if you're the only person who's going to benefit from the community and the community isn't going to work. So you have to think about different ways where you can give them access to benefits in the community. And you want to encourage them to participate. Oftentimes you have to draw people in. You have to create posts. We asked for their opinions on a regular basis. And that is important. You want them to participate and you have to remind them to participate on a regular basis, especially when the community is young and growing. Now, one of the most parallel types of communities are in fact, collaborative communities. That's where people can come in and collaborate on marketing products on different things. If it's a business community, maybe you have a local community and you can create collaborative community where people can sell things, can trade, things can meet up. There's lots of different ways you can create a collaborative community where people feel like they have shared ownership. And you are basically facilitating relationships and giving people the opportunity to form relationships in a collaborative community. And that's the most powerful way to create shared ownership. 83. Mod 09 09 Visiting Other Communities: So when we look at community based marketing, one of things we have to consider is when we visit other communities on the first rule is this. Take your shoes off now. You might not want to create your own community, but you might want to be involved in other people's communities on what we don't want to do is traits in there with muddle over our shoes and walk in. Make sure you know what the rules are, what the expectations are, what you're permitted to and what you're not permitted to do before you invest too much time in that community. Because if you go in there and you want to go to share links and stuff and they want you share links and you've got a question a long term where you want to invest time in building someone else's community. But make sure you know the rules. And if in any doubt on the roads aren't clear, just ask what's permitted, and that's really, really important. That is part taking your shoes off. Don't just do something when you're in someone's community and expected to be okay if you're not sure just asking that shows respect to the community Moderators in the community . Owner don't link dump rule number one Don't go into a community into dump a link and leave . They're just gonna kick you out straight away. That is considered really bad form. Don't do it. Really? Really. Don't I can't stress this enough. You're just saying to them Hey, I'm here. Here's my business card. Like turning up in network me and say hello. Everybody is Maybe they can't see later. I'm not going to stop and shout, I'm going. It's the rudest off rudeness in communities and observed before committing. If you think about you're going to join a community and contribute, you want to observe a while? You want to make sure this community is right for you before you commit Teoh posting in that community. See how they're treating people see how toe what the tone is, what the people alike in that community, because what a lot of people to rush around joined loads of communities. If you want to get the best out of a community and it's not your own, you really need to commit and spend time in there, and that means you need to be comfortable before you dio and be very, very clear about the community rules. Make sure you read them and invest time in them. And that way you're going to get accepted into the community as fast as possible. And you have to understand a lot of time when you join a community, there is this element of acceptance. And if you go in and just break all the rules of five rolls on your first day, first week, you might never recover the potentiality for a relationship. We've others in that community to be very clear about the rules. 84. Mod 09 10 Activities To Complete: So here's, um, activities to complete activity. Number one, join an active community activity number two. Make a note of the amount of engagement you see on post in that community activity number free. Write a list of free thing. You like a free things you dislike about that community summarized what you would change if it was your community or why you would change it. 85. Mod 10 01 Introduction To Building A Social Media Plan: building a social media marketing plan in this module, we're going to discuss why you need a plan. Your Social Media Markt shed, roll your content calendar, realistic timeframes, responsibilities and roles on your smart marks. Go. So let's go and have a look. 86. Mod 10 02 Why You Need A Plan: why you need a social media marketing plan. There is a reason when most businesses fail when it comes to social media marketing, and it's because they don't have a plan. They haven't outlined what it is they're trying to achieve by when and how they're going to do that. And then what happens is they start with the best intentions and then get frustrated early on and give up, citing social media marketing as a complete failure. Now one of the things we have to understand is we have to achieve that critical mass with our social media marketing campaign on that is just going to take time and we have to have delayed gratification. And we've got to operate on the principle that eventually we will get what it is was seeking and looking for and is communicating there, especially if you're doing marked it on behalf of someone else. By communicating that at the beginning, they will understand that this is not a short term plan. So if your social media marketing professional, your marketing professional and you want to sell a social media marketing package, you need a plan set at the beginning with realistic timescales and they need to understand the principle of critical mass and delayed gratification. Now, the other thing with a plan is that you can stick in there. The report points so you can stitch in times when you will actually report on the progress . Now, very important if you're day marked him with someone else, but also very important for you because you need to be able to track how well you're doing on your plan has to be our to communicate that back to you. 87. Mod 10 03 Your Social Media Schedule: now, one other things you're going to need. Part of your plan is a social media marketing schedule. Now what we don't want to be doing is find ourselves staring blankly at Facebook and figuring out where Granny had her afternoon tea this week that is, Know what we should be doing? So by shuttling, we overcome the activity of the social media. Marketing wants there to get distracted. So when a set aside some morning time each day to check our social media activity and post and respond to the people and also share a post now, we might share in the evening. And if we do that, if that's what we think our audience will consume the content, then we would set aside some time in the evening for that. But in the morning, even if you don't do that, you need to check in and make sure there's any comments, and it was mentioned. Year responded to your post. You can go in a respond to them and interact with them. You also need to set aside afternoon time to go in and double check, so realistically, you're gonna need half an hour in the morning on half on hour, late afternoon. And once you get used to it, you get quickly that you'll get that time down. You don't want to be spending any more than that. That's the maximum. You really want to begin it down to 10 to 15 minutes a day now, to do that means creating content. Now, sometimes content is really quick and easy because you've got your data capture system. You get your content capture system and you found something. You share that out quickly, But often time you're gonna need an automation day. So what an automation day is where you can use some automated software, line up on your post and have them shared out so that you might be the first Monday of every month for the first Monday of every week. Dependent on how current your content needs to be surface news around current events and you're gonna need to have an automation day once a week. But oftentimes once a month, enough. So we have somebody automation tools we mentioned in one of the previous modules. You can automate a lot of posts on that one day, then becomes the day when you set up and that's really important, especially if you're working for the company, because you need to explain to him you're gonna need a day a month to sit down and create 20 posts. If you're posting during business hours, it's really important to have an automation day, which is separate to your morning time in your afternoon time. And if you have that shed role, you're gonna find it much, much easier to train your social media marketing monster, as we mentioned in an earlier module. 88. Mod 10 04 Your Content Calendar: your content calendar is slightly different to your social media schedule because this is how often will you post content to your website, which you can share to social media. So this is your articles, No sorts of things that you want to put out there. They're gonna be traffic magnets that you're gonna drive social media marketing traffic to and are also gonna sit in search. What content will you create? You need to make that decision. Is it video? Is it written is podcasts. You need to make sure that is decided so you can put that in your content calendar. So once you've got that out, the Waynes decided that how often you're gonna post, you're gonna want to batch produce that content as much as possible. So we talked about having a social media shuttling day. You might have a content creation week where you create to the free months worth of content . You could still insert content into that schedule if something comes up, this really interesting and you got something to say more create an article, but batch production, creating lots of content of ones is going to give you freedom. The rest of the time to do the other tasks you need to do in your marketing. So it's really important to have a batch production system set up, whether it's blog's or videos or podcasts. The people that really produce a lot of content well, always used batch production. There was a systems in place to get as much content done as possible. So, for instance, you might decide you're going to do four videos from UMP. So two days in that month of video production days and you're gonna create 45 minute videos and share them out. That's batch production on each one of these piece of content you're gonna put on your website. These are soldiers on the Internet, so they're on the Internet. When someone comes along, is looking for information that you're sharing. Those soldiers will capture their interest and take them to the website soldiers on the Internet. I'm also usually have the more wars you win, and you want to be religious about your content calendar. You want to follow that calendar, you decide. This is a day I'm gonna create content in that month. You need to stick to that because if you don't stick to your content calendar. You'll end up not producing content on your whole marketing campaign will fall apart. So it's really, really important. Your very religious and you stick that content calendar as much as humanly possible. Andi obviously create your calendar Seems an obvious thing to say. So you something like Google Calendar, where it shared and if you are a company and you using Google business haps than people can access that calendar. And if you've got multiple people working in your team on marketing, you can crane share that production calendar. But it's really, really important. You actually create the calendar on Put those dates in there of when you're going to be doing that when it's going to be published by, so that you've got a date for production on a date for release, and then everyone can see what you're doing as well. If you're working in the company and if it's just you, it's gonna motivate you to actually fulfill your calendar dates when you might not be feeling like doing the marketing. And that's really important Content Calendar is gonna carry you fruit those times when you feel discouraged, you know, hopefully getting results with your marketing but creating the calendar. I keep putting it out there. You are going to motivate yourself mentally when the emotional enthusiasm has disappeared. When we have to understand. With a 12 to 18 month marketing campaign, which Social Media Marketing campaign should really run for to get that critical mass, There are gonna be times when you get discouraged and you don't feel like doing it. But crane a content calendar, you'll get over that, and that's why we need to become very religious. About what? 89. Mod 10 05 Setting Realistic Time Frames: So let's talk about realistic timeframes. Forget about viral. Now most people, when they look at social media marketing, they find a post that has gone viral. Now viral is one in a 1,000,000 posts. And what that means that you've got a post office and everyone in the world wants a share. Read that post. If you think there's probably 100 viral posts a day on social media across all the platforms bicycle, please estimate stopping behavior. Want to research and tell me how many? Actually, it would be really interested in that. Let's just say that 100 viral posts every day across all the social media networks, it goes out. There's probably 10 million posts. So think about that. And that is really, really important. Viral is just unrealistic. Now, if you get a viral post, that's great. But hosting and creating engagement and interest with your content is about hard work. No, look, we have to push the snowball. We have to have that 12 to 18 months plan, and I had that commitment, and even if it doesn't quite work out the way we wanted to in a 12 to 18 months, you will learn so much about social media marketing that the next project will succeed on. We have to allow that 12 to 18 months now, some people Well, I could do it free months. I could get in six weeks I can get if you can not Great. But typically you're gonna need to allow those 12 to 18 months and especially we've mentioned this before. And other modules. If you're marketing on behalf of someone else, you need to communicate at the beginning so that when you're signing a contract, this is a 12 to 18 month contract for the social media marketing plan you've created for them. So we have to manage those expectations. We have toe help people to understand social media. Marketing is not a quick fix. It's a long term strategy. Done well, can dramatically increase on benefit the company on our company, and it also helps us then toe manage conflict within the company. If someone asks us to do social media marketing and we're not clear by saying we can do that, but it's gonna take 12 to 18 months to get the results we need. Then after eight weeks or 10 weeks, they're gonna be like, I'm not getting any R a y on this. Where's my return on investment? On what it is they want to return on investment too early. They have to manage that right? Beginning. Can't stress is enough. 90. Mod 10 06 Responsibilities And Roles: now one of the things you're gonna want to think about our responsibilities and roles. You have to trust your teams when it comes to social media marketing it. There has to be a certain amount of trust in your team. Then they're not gonna miss represent the company they're posting on your behalf in there putting stuff out there, you have to trust their going toe. Do the right thing. Now, if you're using a team, you're gonna want the brand and the company account. You don't want team members to be using a personal account, and it's the same for you. If you got business and personal camp, use the business account. Use the company account when it comes to social media marketing. I have seen people do marketing on behalf of people under their own personal account, and it just confuses the people that viewing. And if that person leaves the company, that person has basically taken the followers from that company and left with them. So you want to make sure that if you get somebody toe post on your behalf to do it on behalf of the company and that you own that content in your own account. Now what you have to do, you have to manage what is terrible. And this has to be decided at the beginning. What is it? Okay to share on. What is it? No. Okay to share. And that has to be approved. The very top of the company? Yes, to be completely clear. About what? It's terrible. And even when you're sharing your own content, you have to be clear about what it is you are going to share on what you're not going to share. Some companies are going to share their financials on social media. Is that something you want to do? Some people are gonna share that. They're on holiday next week. And if they work from home, is that something you want to do? You want to be very clear about one share a bowl and set some policies for what could be shared. Andi, in all of this, if you're working for a company, you want to make sure you've got board approval. You want to make sure you've got something in writing, that your responsibility and your role is approved in the very top. If you don't get that, what's gonna happen is that campaign will get cut short. So you have to be very clear when you go forward that you this is an agreed contract with that company. And even if you're an employee, you want to sit down on make sure you have a clear plan that is approved by the owners of the business. Now, sometimes you can have access to the owners, and it has to be the departmental head. But even then, make sure you've got approval because you want to be clear and sure what your role and responsibilities are and that they understand that's well. And once those responsibilities are, roles are clearly defined. You can move forward with social media marketing plan. 91. Mod 10 07 Smart Goals For Your Marketing: So let's have a look at smart girls for your marketing. What is a smart girl? A smart goal is a goal that you create that is specific, measurable, achievable, relevant in time mound. So when we create a plan on, we create our schedule and everything, we still don't really have a smart goal. We have some scheduling, but once we've got a smart goal in place, well, that will be a project goal. But we're gonna have for our social media marketing campaign. So let's go have a look at each of these in detail. So let's have a look at specific What are you specifically trying to achieve? One asset we might answer. We need to get more sales for the company. That's what we're doing. Let's ask the question again. Can we be a little bit more specific while we want to get more sales for the company from the website? Okay, Can we be more specific than that? We want to get more sales from social media leads. Let's ask the question again. Can we be really specific? Dr. More leaves from the social media marketing in the business so that website sales improved by 50% see now were very specific about what we're trying to achieve. And then when we create our plan and that's inserted in there, there's clear objectives that we can meet. So let's have a look at measurable. What metrics can we measure? So when we create our plan, we're going to need to measure whether that plan is achievable by some type of metric. So in this instance, we could measure social follow his website visitors product sales. Onda. We look all the different data point. We figure out what's important to us on. We decide which one of those or which combination of those we would actually want to measure. And we would have to decide which is the most important in terms off our project. What will we measure? Well, we've sat down with brainstormed. We've had a meeting. We've come out of the air, Brenda, actually what we want to measure our click throughs and conversions on our website. Click throughs would be page, click fruits and conversions would be Whatever we wanted to decide is a conversion is an email sign up. A product sale is a phone call, but we have to be specific about what we're measuring, and then we have to decide. How will we measure? So how are we going to measure this information? And we're going to use the traffic Data spreadsheet. We're going to create a traffic data spreadsheet with our core metrics that we want to measure, which is click throughs and conversions. And we're going to create that spreadsheet, and that's gonna be the format that we use to measure the progress of our social media marketing campaign. The next thing we're gonna have to ask is How achievable is this? How achievable is this? On a scale of North to 10 now we have to be a little bit arbitrary. When it comes to this. There's some questions we can ask. But what we want to do is look at historic data in the company in the business and see if we've done anything similar on whether we achieve that. Are there restrictions? Are there things are gonna stop is doing that. How much time will it take? How much money will it cost? How high is this on my priority list? How achievable is this go off? Creating a 50% increase in sales on our website. What does 50% look like? As an amount? All of these things have to be considered and you have to bring storm. How achievable You think this is not based on how you feel about it, but based on whatever information you can gather just gonna impact the project. And at the end of that, you're gonna have to decide on an arbitrary figure off eight out of 10 or seven hours 10 or six out of 10. You have to be realistic. How achieve of Oak? You think that is relevance? How relevant is if question we need to ask. We could start social media Marketing Campaign, and it's not actually that relevant. How relevant is this to the overall business girls? So the overall business girls of the company should be expressed somewhere by the company. Is this relevant to those girls? And the important part is, if you can a tie it to the business goals, then you'll get by. And if you can say this is relevant because this is achieving the overall business goal, then when you're trying to get approval for the project, you will get approval. How relevant is this to my departmental girls. That's something else you might ask. So if you're in a business, those are sort of questions. The alternative questions you could ask if this is a one man band is how relevant is this to my life? Go to my business goals and then we need to look a time bound. What is the time frame for the project? Question? We have to ask. How will I measure my progress? How am I going to measure how well I'm doing? What the data points? What is a specific project? Completion date? That's something we have to be very aware off at the beginning on what we're gonna do is take all of this information and we're going to create a smart girl. So here's an example. Smart girl Using the information. By the first of January 2025 we will generate an additional 50% of revenue on our website from social media Marketing leads, as measured by our traffic data, spread she. We estimate that this has an achieve ability rating off eight out of 10 and this is linked to our overall business goal of creating 50% turnover on my departmental goal of increasing the value of the department in the organization. And now what we've created is a smart girl, and this is something we can share on the company. Internet. This is something that we can make sure is distributed to everyone in the organization, something we can pin on the wall of for a solo entrepreneur or a small business on def, everyone is clear about the goal. The chances of achieving that are going to be much higher when having a unspecific plan that doesn't actually amount to anything. And the important thing to understand is, if you are doing this for 1/3 party by creating a smart goal as part of your proposal, you wouldn't necessarily call it a smart girl. Present your services for marketing. This is gonna help them make that decision to use your services because you're being very specific about what it is you're going to do for them. 92. Mod 11 01 Introduction To Social Media Case Studies LB: So in this course we're going to look at some social media at case studies. We're gonna look at marketing mistakes. And then we're going to look at some case studies from Twitter, Facebook, LinkedIn, YouTube, Instagram, and Pinterest. Just to give you some inspiration about how you might launch your own social media marketing campaigns and what sort of strategies you can use on each of these different social media sites. 93. Mod 11 02 Social Media Marketing Mistakes Part 1: So let's have a look at some marketing mistakes now. This is quite famous one. This is Pepsi and they use Kendall Jenner in this YouTube video where they sort of try to show her brokering the peace between some protesters on the police force and it all went wrong. Why did it go wrong with the first question we have to ask is who did pep t think? Bob Waas. So they fought. It was someone who is young and socially aware and they liked pop culture. Start Kendall Jenner. How was it received? Well, it received 2000 likes of 14,000 dislikes in a few days, So this video didn't perform very well at all. But who was the real Bob? Why was this so unpopular? The real Bob was social activists and they didn't think Kendall Jenner was representative. They perceived it to be a white, privileged individual who had no real concern for social activist issues. And therefore they rejected this marketing campaign by Pepsi. So it was interesting that Pepsi were targeting a particular demographic, but they got the unwanted attention from a separate demographic who just saw them is using social issues as a way to sell their drink on this probably falls back on traditional advertising thing where you get someone famous and they endorse your product. And Pepsi were tryingto support a social message. But the disconnect between the elements was too big. If they had gone with Pepsi advert featuring Kendall Jenner, they had appealed to the young teen audience that I was trying to reach. Or if they had gone with a known activist, someone who had direct personal involvement in social activism, Then the advert would have probably fared better. So the Bob that actually responded to decide for didn't accept Kendall Jenner as a spokesman for their views on their movement. They did not think she was representative, and therefore the marks in campaign failed. The YouTube video got more negative attention than positive attention, and this is an instance of being a little bit naive about the Bob the marks ing is going to reach. This was Pepsi who have defender and marketing for many, many, many years, and they made a very, very simple mistake by not understanding who the real bubble Waas was going to receive. The advert. No, this is a really fascinating marketing mistake. That's an election campaign, so we don't normally associate us with marketing. But that is exactly what it is in any government that practicing democracy. The party will try to market themselves in a certain way. And the conservatives went into this election in Britain with a very strong majority and they ended up losing their majority and coming out off the election weaker than when they went in on. A lot of people thought that this was about certain big issues, but the real issue was something really, really interesting. The Conservatives have a core voter base of elderly people and this is really important to understand. Conservative voters tend to be older in general, on what the conservatives did, they brought out this policy in their election manifesto that basically said, If you goingto care within the NHS bearing in mind, these people have paid into the NHS all their working life. If they went into Kanye Chest, what would happen Waas £100,000 worth off their assets, they could keep everything else or went to the government. So this was like a granny tax and people were up in arms about it so what the Conservatives were essentially saying in their marketing to the core voter base is if you vote for us, we will take your house away. We will impose a granny tax and take your house away. On the moment this went broad on social media, there, following on their support, fell away because people could see the injustice of the government taking possession of all people's homes because those people needed care from the state which they had already paid for. A lot of people think that Brexit was the issue and that's why they lost because it was about Brexit. But it wasn't when you watch social media. This was the issue just before the election, the last few days for the election that really stirred people up. The conservatives were going to take old people's homes away, wasn't about Brexit. The Brexit issued already been sorted. Everyone pretty much knew who I was going to vote for because all the major party said there was going to honor the Brexit referendum. But this last issue right at the end when this surfaced, meant that the conservatives lost their core voter base. Their marketing told the core voter base to no vote for them. And it was interesting that the advisers for the prime minister were sacked immediately after the campaign because it would have been there job to help them market the conservatives and the prime minister in that campaign. So it was a massive mistake by the conservatives. The Labour Party, however, gained massive amounts of votes. How did they do that? Well, they appealed to who they perceived to be that core voter base, which was young people who tend to be liberal early on in life. And they promised them they would get free university education. So they said to the core voter base, who they were trying to target the young voters. Let's get rid of the old fuddy duddies, the conservatives. If we do that, you're gonna get free education. Now. What was interesting isn't no such things. Free university education. Someone has to pay for the education. And then people say, Well, the state will pay No, that has to come out of taxes. Everyone has to pay for free university education. And it's since revealed that Labour have withdrawn their support from that because part of that as well, was going to be. The people would get the university education that already paid for re funded so that the debt was going to be cancelled, and then when people actually looked at the policy after the election. Is that well, that was just financially impossible. The country could not fund there. What was the result of this? The conservatives lost their parliamentary majority. In other words, they didn't have enough people in parliament to form a majority government. And they ended up having to create deals with other parliamentary groups to get the support . And they actually ended up with less sees them before. And they went into the election very, very strong. But it was this issue, this marketing issue that changed everything so important. Marketing is in day to day life conservatives, said a core voter base. We're gonna take you houses away, the Labour Party said to their core voter base. Young people were going to give you free university education once, and I'm going to take something away and you have one said I'm gonna give you something for free and that's why it's important to understand our Bob to really understand what Bob's values are, underline our messages to those core values 94. Mod 11 02 Social Media Marketing Mistakes Part 2: gourmet burger kitchen What they ran wise. A campaign which was on TV and anti vegetarian. They basically said, if you come in in the our burgers, you would stop being a vegetarian. So this was tongue in cheek. It was supposed to be a joke. It was supposed to be light hearted, but again, we see the same thing as in the Pepsi adv. Er, you're going to get a very strong reaction from people that hold vegetarianism as a strong value of veganism as a strong value. The picture you're seeing on the left is there advert in, um at the top. And then the bottom was an alternative advert that someone who was opposed to their message said and says We kill them so you don't have to go my murder kitchen. There was a very negative reaction, and there was strong criticism from the vegan and vegetarian community for this advert. What I didn't realize was that there's actually legislation, British law, that I think is it vegans or vegetarians were actually protected as a special group, so I found that very interesting. It's actually a law that vegans vegetarians can appeal to if they feel they're being discriminated against. So there's this very strong reaction. So what happened? Well, the hats, a poll, the whole campaign. Now I wouldn't be surprised if they actually fruit is controversy grew awareness of their brand because that can happen. Sometimes controversy can lift you into the limelight. So I'm not sure the long term effects whereby just found another really interesting case study of being really careful about the groups you're speaking to and actually focusing on your core group and not getting the unwanted attention of groups of probably no going Teoh be that interested in your product anyway. What was interest in this company do actually have a lot of vegetarian options on their menu, But it goes to show when you star Mark, saying, you have to be very careful about positioning your message in line with Bob's World view. And here's a never won an advertising message pre peeled oranges so they come up with this idea. They're going to sell pre peeled oranges. Andi, you can see that someone commented on this and said, if only nature would find a way to cover these oranges so we didn't need toe waste so much plastic on them. So the reaction here was strong criticism from environmentalists. What that essentially done is peeled oranges and put him in plastic packaging. Now, if you have a look at some of the re shares on the likes on this 108,000 re shares 110,000 legs, this is just on this one. Tweet. This was not a good product to put into the market, because there are some people that are very, very opposed to the product. The social media response to this produced a certain result, and that result waas. The product itself, was actually pulled from the market place. So Whole Foods, the company that delivered this product, had to remove it from the marketplace and apologize for putting in the marketplace in the very beginning. Now what's interesting is you can buy oranges intense already in syrup pre prepared. You could buy fruit salad that's pre prepared on. People will buy food because it's pre prepared. But when social media marketing meet social activism and that social activism is opposed to your product, it can be very, very difficult to survive the result in backlash. So when it comes to marketing. It's important to target Bob, but it's also important to avoid moral issues or perceived moral issues that other people will react to and creating negative response in the marketplace. Now I personally feel that if you have a Barbie you're appealing to. If it had been my product and I felt justified, I probably wouldn't about to the pressure. I probably said to these people, it's a specific place for this product. May we can improve the packaging. There's already products out there that provide oranges. This is not a new idea, and I might have used the negative publicity to actually get awareness off the food. But what's really interesting is that in all these instances, when we have a mass negative reaction to our marketing message is going to seriously affect our business and our products. 95. Mod 11 03 Twitter Case Studies: Twitter case Study. 18 million retweets. So this very interesting social interaction created a very big firestorm on Twitter. It was actually positive for the company. So let's have a look. A customer asks. How many retweets would it take to get a free year of chicken? No goats from a company called Wendy's Wendy's reacted in a humorous way, and they suggested 18 million retweets. So this guy wants a free year supply chicken nuggets. How many retweets. So I need to get before your supply that so the result of that is that this guy then create a no opposed where he said, Please retweet this so I can get my free years worth of chicken nuggets. We need 18 million retweets. And at this point in time, that's what is currently sitting at 3.6 million plus retweets. So lesson we learned from this is make sure you engage with your followers and fans because they might do something. It goes viral on brings huge awareness of your business and your products to social media users online. If you think about that free 0.6 million plus retracement still going on, all Wendy said, all the social media marketing team did and said tongue in cheek was 18 million. That is some powerful free social media marketing. User Generated content often happens because the business is engaging with his audience and followers. That camp is a very, very clever when it comes to their online marketing campaign. So they're a chocolate manufacturer based in the UK, and they sell worldwide. But what they've been noted for is they have really good social media marketing campaigns. So in this instance, what they do is they incentivized retweets, were a competition entry and have done this over and over and over again on this particular competition, they said, If you retreat with your street work or unique address, you could win a visit from the Capri Dairy Milk Float, where they cannot deliver a load of chocolate. So it's a competition and their incentivize in retweets. What they're basically doing is they're saying, I want you to retweet this for me and raise friend awareness, and there's a chance that you might win something that's really unusual and is going to create a stir on bring attention to you because you re tweeted it. So what was the reaction lists. Particular campaigns that had 1000 plus comments, 12,000 plus retweets and 4.9000 plus likes in two months. And they've done this over and over and over again, have these competitions and they get people to retweet and create user generated tweets to increase their following. So some notes on this the competition on landing page in terms of very important on what can we do? They will create a hashtag the campaign and that actually hold the campaign on a page on the website and then point with on Twitter by incentivizing other people's so short media sharing of your content by giving them a reason to do it by giving them something of value or the chance toe win something of value. You congrats. So your social presence on a platform exponentially and notice what they're doing here. What the court action is, what they want people to do, they using people to grow that presence on that platform. So it's a very, very strong, powerful thing to play with just one quick note. Check each social site before you launch competitions. For instance, Google Plus did not allow competitions on the site or sweepstakes or anything like that. So just make sure that if you do a competition Twitter okay with it. Obviously, if you do a competition you checked, then the site itself permits these types of competitions. So this is Qantas and end use in and Rugby World Cup final now. Basically, what they did was they engaged in a culturally significant event and they created a hashtag which was air wager. So this is two competing companies on the Rugby World Cup final involved these two teams. So they basically did was I promised toe wear the kids of the opposing team if their team lost so that staff would dress in the opposing team and this was a whole long stream of texts and they were joking and saying, These are the colors you should paint your airplanes in and all these sorts of things. But when it finally settled down, there was this wager on and it waas that the staff would wear the team colors if their team lost. Now, when Qantas actually had toe wear the winning rugby team colors and then they posted it on social media, they had 1200 retweets and there's images online where you can see the staff wearing the winning team's colors. Engaging with the competition in this instance in a friendly banter meant both companies got some strong Social Re shares, and it create a friendly fund side to the company by engaging in a culturally significant event. Have rode on the back of that and created awareness around the company on the sense of fun that the companies are broadcasting very, very powerful. And you'll see this many times. Big companies using social events in comment and getting involved in these big social event or culturally significant event to gain awareness of their products, all services or their brand on social media. 96. Mod 11 04 Facebook Case Studies: Let's have a look at some Facebook case, that is, It's OK, M and M's and Gamification. So what they did here was they created an ice by game where pretzel has to be found on. All I've done is created image where you have to find a pretzel, which is another one of their products in the midst off their Eminem product. So what was the reaction? 24,000 plus lakes? 10,000 comments. A most importantly, 6000 Marie shares. So what can we take from this? Well, simple games can create a strong interaction with your social media marketing. So is a core Gamification and so back getting people engaged in interacting with you because there's a task that they have to do That's fun on what's really, really brilliant about. This is just an image. It's not expensive to create something like that. You could knock something up in shops similar to this. If you experience a photo shop in five or 10 minutes, is not a complex, expensive piece. Off marketing isn't a video that's cost £20,000 to produce. It's a simple image, So if you wanna play with Gamification and use some of that in your own marketing. Here's some inspiration for you. Look at some puzzle magazines. They've been around for donkey's years. They've been around for ages, and that's going to give you some inspiration for creating simple, image based games. So this simple ice by game on Facebook has gone viral, using visual gaming methods that you can reproduce very, very easily. So get out there by a couple of puzzle magazines. Look some inspiration. Figure out some games you can use your brand and create some images. And since Social Media marketing campaigns around, knows puzzles, what you might want to do is have a page where, when someone has completed the puzzle, they can go and submit an answer, get entered into a prize draw of some description to incentivize completion of became and actually get them back to your website and get their email address. So lots of really powerful and interesting opportunities for you to create strong social media marketing campaigns using simple Gamification and puzzle games. Now this one's quite interesting, because what this company did was they created a sitcom, the young people, and they could only watch on Facebook so they invested some money in this, and they create this sitcom on their telecommunications company, so have a large budget. But because they restricted it to Facebook on broadcaster only on Facebook, it became quite an interesting campaign. So what was the reaction? They gained 415,000 new fans over the period of this Siri's. They had a 40% increase in followers, and 58% of those were young people. So that was a massive growth and a very successful campaign for them. Video content can create a very strong connection if you tell you stories that your Bob can identify with. So this was a sitcom for young people. They wanted them to identify with them and that product on that worked. And it doesn't just have to be video. You might create a old fashioned radio play where you just recording audio and sharing That could be a cartoon strip, but something that people can connect with. Engage with them. A Lato can give you strong opportunities to create brand awareness and increase your following on a specific social media platform. And that was what was interesting about that campaign. It was Facebook only Now this one's interesting because what Taco Bell did was they have a social media blackout. So Weiss's technically isn't just a Facebook case study. I wanted to put it in here because a lot of time with Facebook, Facebook is a pay to win platform, and it's an advertising platform for marketing is very difficult to market on there because I don't always show your stuff toe of the people. But if other people start re sharing, you circumvent that. So what they did in this instance they create a new app for their stores. Andi, on all of their platforms that they were engaged in. In this instance, you can see Tumbler. They're saying you can't interact with those. The only way you can interactive us right now is fruit New app. We are on a blackout. So what was the reaction to this? The campaign went viral, and 75% of all stores processed a mobile order in that 1st 24 hours. So we're being different by doing something different. They create awareness around a singular activity on all their platforms, and they created a very simple court action. So it was use our brand new up and it worked in the 1st 24 hours, 75% off their stores had an APP order where someone had ordered tracker Bell on their app. So always be thinking about different ways. You can get your social followings attention and in this instance, by doing the unexpected by saying when on social media right now with a very, very clever campaign. 97. Mod 11 05 Linkedin Case Studies: Now, this is a very interesting campaign by KFC. They created a profile for Colonel Harland Sanders, who had obviously passed away and they filled that pro fell out like he was a real person. What was the reaction to this? Well, it went viral. Who wouldn't want to connect to the carnal? It was a bit of a joke. It was funny. And it create a viral reason to connect number. So we don't know the connection numbers because Lincoln will not show you anything past 500 plus connections, But I can pretty much guaranteed a lot of people connected. It was a very well known campaign at the time. And what's important to know hear about this particular marketing effort? Was that care? Si deny, have a figurehead they could use in their business? Naturally, there wasn't one spokesperson. They didn't have Richard Branson from Virgin. They didn't have anybody they could use. But by using the colonel, they created a figurehead that solved that problem. So if you think about that, you could actually create a persona in the business, someone who can be a fictional figurehead and you think about McDonald's got Ronald McDonald that clown. He's a fictional figurehead that you put out there, a mascot, even that people can then relate to. So if you're struggling to find someone in the business and you want to be represented by somebody or something, you can create a persona, a figurehead, a mascot that then becomes a personality that your social followers can engage with. It's a very, very clever tactic from KFC here. Now this is a really interesting campaign. They created a video endorsement competition on Linked in for Liam Neeson's endorsement. So what? They basically, said Waas. Everyone wants endorsements on LinkedIn from other people, and that Mawr influential endorsement is the more influence that endorsement is perceived to have and therefore the more influence you have when connecting or engaging with other people on the platform. And this would be a video where Liam Neeson endorsed you personally. They would create that video. So was a reaction where 30,000 people entered the contest and the winner actually landed a new job. So but offering a prize is something unique, unusual and appeals to Bob's sense of fun and need for prestige. The film garnered a lot of attention and created a viral awareness on the platform that you wouldn't normally associate with this product. So they did really well to get a movie and extract social media engagement from a platform that you would assume is not suitable when you think about it. 30,000 people entered the contest that doesn't include all the other people they're viewed and didn't enter. That amount of people are exposed to the launch of this particular product. This film would have been exponentially higher even if you said 10% of people that saw it entered. That's still 300,000 people have engaged or seen. I would love to know what the official numbers are because I suspect it was much higher than that. And you have this massive impact for your product on a social media site. And again, this was a competition. We're going to see that theme running through a lot of the attention content from the big companies, and the prize is a usually something really, really okay. Also wanted Teoh include a traditional linked in case study here, so e. K. A. A risk management software provider, and they wanted to enter into the main in market in Australia, Arlington. So they want Toe wanted to be able to grow this software, use the base and also diversify slightly from the risk management technologies and industries they originally addressed into the mining market. So they ran this campaign, and they developed a $2 million potential sales pipeline for their new product in a new territory. So what they essentially did was they just sat down the good old fashioned research. They found out who the CEOs, where the decision makers of the companies that would be potentially interested in their product and then they connected with them, linked in they use linked in in its most basic original form. So by using the old fashioned research to identify the leading CEOs in the target market on then by reaching connecting with them through Ellington, the company grew its potential pipeline. Now they had a potential sales pipeline where none existed before where they could try and sell that product to. So sometimes when it comes to using social media marketing, especially something like linked in the traditional sales and marketing methods will work. But we're just using a different tall, a modern tool that we now have access to. So if your business very much B two b sales and your product has a larger value, Lincoln is a great way of actually finding in connecting with the decision makers in the business. 98. Mod 11 07 Youtube Case Studies: So let's have a look at some YouTube case. That is. This was from Ted Baker on the campaign was called Mission. Impeccable on what they did was it created a series of YouTube videos that was spy themed, featuring their clothing and products. So what was the reaction to this Siri's? They generated over 10 million plus views on YouTube, with the serious Think About that for a moment. 10 million plus views over the whole of the Siri's. That is some incredible reach on what they did here was really, really interesting when you look who they perceived there bob to be. They appeal to the James Bond sixties by iconography. They appeal to a known emotional value amongst men that James Bond promotes. Spy, the confident man, the man who can overcome anything, the man who's successful in everything. And they use that and tied their clothing style twos that toe create awareness off their product offerings in their particular style. And it was incredibly, incredibly successful. Now again, we might not have the huge budgets they had to create these videos, but has ever ways weaken do things are quite similar, and gorilla video production has never been easier. So if you can think of a way to take your product and create a connection with your target audience based on some very strong values, there is a chance that that will go viral and generate that interest in your company. So if you get a chance, I don't have a look at the mission impeccable videos and see how they did this. It was very well done. Very, very cleverly done. No, this was a very, very interesting technique by Gillette. They created over 600 videos. Teaching shavers had to shaped different beer styles and shaving care. And they did that, targeting specific keywords in search and create this mass of content. They've had 24 million views and 90,000 plus subscribers. Their particular how to Shave Video if you search for shaving tips is number one in video search and is likely to appear on the front page that has 2.8 million plus views. And this comes back to that principle that tutorials that link your product to common problems create very high interest in great organic traffic. So what they've done here is I've looked at you, Jim said what works on YouTube on what really works on YouTube. How to videos. They're probably the most popular genre of video on YouTube, and they've not tried to reinvent the wheel. I've just said, Well, let's just use huh Let's create some simple how to videos and they don't have to be super expensive. I don't have to be filmed on a huge budget. Anyone can pretty much create a how to video. Make sure you check out the video production and editing section in the course if you're interested in that type of content. But what that can do is bring huge, huge, huge amounts of organic traffic. And if you watch the shaving tips video, what you're going to see is that quite a young man. So who needs to learn how to shave its young men? And they've targeted that demographic? And of course, they can then introduce them to their browned on associate their brand with correct shaving techniques, skin care on all the rest off the issues and problems that that particular person is trying to solve through creating these how to or instructional videos. Very powerful, very clever. Now here's a case city off cupcake Gemma. This is a channel on YouTube, and they create videos around cupcakes on. They promote their London based store, and they also sell a cookery book. They have one million plus subscribers, and each video they release averages 100,000 plus views. And again, they've created this really strong instructional channel, and they're able to leverage local sales, which is really interesting and also international book sales. So sometimes very difficult to see is a local business how we might leverage a strong YouTube channel. But because they supplemented it with book sales on a recipe book, which they promote, they can not only reach their local user base. Andi credits strong presence and awareness of their presence locally and internationally. They're also going to get the benefits of those personalized search results on this shop is gonna benefit hugely from this type of interaction and traffic, and they've also been really, really clever to create the international product as well. And I wanted to show you this one in particular because we can look at all these big business brand cases left. Remember, this is basically a bakery that has grown this and created this really strong presence online. This is a local business that has an absolutely massive presence online. And they wouldn't have started with Pepsi's budget what Apple's budget. They would have had to finance this from the proceeds off running a normal local based business. So it just goes to show that you're willing to put the time and effort in and commit to a marketing strategy like building YouTube channel. There could be absolutely massive benefits to your business. 99. Mod 11 08 Instagram Case Studies: So let's have a look at some Instagram case studies now. This was from the Hawaii Visitors and Convention Bureau, and they create a campaign which was hashtagged would let Hawaii happen, and they partnered with prominent instagrammers to create images off Hawaii with the hashtag. So they went out and they saw people the influential on Instagram that were in Hawaii or visiting Hawaii on they engage with them and actively ascent promote their hashtag. So this hashtag was picked up and generated 100,000 plus user generated posts, so they did create some of their own. They did use some advertising, but what was really interesting about this campaign I wanted to bring out was by reaching fruit influences on the platform. By connecting with people that had a large following, they generated a huge amount of interest around the hashtag. If you think about that for a moment, if you cooperate with known fort leaders and influences, you can reach more people under platform and you can through own account. There's good to look for most partnerships and those opportunities, sometimes with influences, to get your stuff out there. Now this is camp, bring goods and What they did was they created their own Hashtags camp brain goes and keep it wild, and all they do is share images of camping lifestyle for the young and adventurous. They've created 100 and 66,000 plus followers on Instagram, and they have a very simple marketing flow that goes back to their website on their profile page. So they sharing instagram and they point people back to their website. But what they really do, they create narrative. They use images around the lifestyle that potential audience would like Toa have on. Because of that, they have gained a strong follower base, so it's not their products they focus on. It's the Life Kyle Off Bob, the target audience, that there photographing and also happened to be wearing using their products what they're selling in real life situations and that encourages people who want that lifestyle to buy their product because they're creating a picture postcard off this life. And they say this is what the picture postcard life looks of camping and being adventurous and backpacking on all these other things. And hey, we have the products to enable you to experience that picture postcard very very strong or lifestyle marketing. So sometimes don't focus on your product, focus on the lifestyle, the objectives of the lifestyle and then fit your product into that. And that could be a very powerful campaign style on Instagram, which is so visual and relies on good storytelling through photography for images. So this is frame bridge on What they do is they share images off custom frames in home settings, and they linked directly to a specific shopping page. Women Instagram named You are else. If you go on instagram, you find Frame bridge when you click on the link they supply. But you can see an image you're going to go through toe a link which has instagram in that euro. They've built up 74.8000 plus followers on Instagram. Here's what's really interesting. By creating a specific shopping link, they can measure their return on investment because they linked to a landing page on their site, which is probably a duplicate shopping site. They can see how many sales air getting directly from INSTAGRAM, and that's really, really clever because the marketing team can now go back to the management and say, Look, this is activity on Instagram. This is how much we spend on Instagram. This is our budget and these are the sales that come from Instagram. Now we know we can't measure the dark social impact, but in this instance have been very direct. They've got straight back and they've said Instagram is gonna give us this income and we can measure that on that is really, really powerful reporting purposes and also gaining support for your marketing campaigns in the business itself. Very, very, very clever. 100. Mod 11 09 Pinterest Case Studies: So let's have a look at some Pinterest case studies, and in this one, we're gonna catch my party there, a party planning website and what they do is really interesting. They pin between 50 to 60 pins per day, and they used the automation software called Tailwind, which is quite popular for commercial Pinterest users. They pin 70% of their pins from their own site and 30% from oversights. They have 750,000 plus followers, and Pinterest provides approximately 70% off the traffic to their business website. And that's powerful by sharing these large amounts of pins. And they started with 15 20 a day and have noticed that the more pins a share every day, the more traffic getting more followers in, the more traffic back. They've developed huge amounts of activities and sales for their business, which goes to show if you've got the right type of content for the right target audience, you can actually generate comment by being prolific. Now. Obviously, when we be prolific, we don't just be repeating the same stuff wannabe creating new pins, but that major, major, major part of their marketing is pie just using one site, using it consistently and using it heavily. So there's a strong argument there that picking the site of works best for you because that's where your Bob hangs out of your target audience on committing sin and creating lots of content there can create a very, very powerful benefit for your business. So all recipes are magazine's subscription service, and they added, the Pinterest say, but into their site and email blasted the six million plus email list and asked him to go to Pinterest and follow them. There. They created 139 million plus Pinterest impressions on day 900% increase in clicks on their Pinterest post by leveraging their large email list and optimizing their website for Pinterest, they could grow their Pinterest following and gain more subscribers to their magazine subscription because now they have a huge presence on Pinterest, which is a natural place for recipes and collecting and sharing recipes, and they can grow their business exponentially. Now we'll look at that and think what? We don't have a six million plus email list, but what they did was they took the followers they had and they took them to their new presence on Pinterest. They optimized themselves for that site, Onda, that gave them that massive boost on Pinterest in terms of the Pinterest algorithm and discovering them. So this is really important principle we talked about before in the course is take the follows you already have and get them to invest in your other social media properties. And obviously we would scale this to our own following and less size. But again, they picked a very specific channel and knew was gonna work for them. And then now, using that channel to generate subscriptions toe there Cooking magazine Very, very powerful and important technique to move. You're following your email list to your social size when you invest in those particular social sites and decide to grow them. Now. Duck Brander, famous for duct tape on what they do is they share lots of user generated content that showcases that products being used, especially in craft based projects. They have grown their following to 24,000 plus on a Bram page that you would not expect to garner a following. You see, this is a typically male product duct tape, a showcase in the product to the Pinterest. In a way they can relate to a product that is well known by men. Convicts opposed to Female Audience So whilst men know what duct tape is, it's not necessarily something that women would naturally be aware of. A news because meant in to use it for the away for repairs. And it gained its market share predominately toe a male audience. But by shifting the focus for showing ways that the product can be used creatively by the female audience, we're gonna in most cases use it for different purposes, and a male would have expanded their reach and awareness of their product to an untapped market. It's a very good example of a brand is not. Traditionally associate ID with a female audience has developed of following amongst the female audience. 101. Mod 11 10 Social Media Case Studies Activities To Complete: activities to complete activity. Number one. Find a case study of a similar business to your own making. No of the key technique that they have used on social media marketing. You could apply to your business. Write a short plan on how you could apply that to your business. 102. Mod 12 01 Introduction To Creating Social Media Images With Adobe Spark: In this course, we're going to look at creating social media images with Adobe Spark. So we're gonna look at Adobe Spark on desktop, Adobe Spark on mobile, also going to look at some activities to complete. Now, Adobe Spark is free software. The Adobe provide. One thing to bear in mind is Adobe Spark will put a watermark on your images are awesome free trials running at the moment where you might not see that if you have an Adobe Creative Cloud account and that watermark will be removed. There are also ways to remove watermarks afterward, quite easily extend the bottom-right corner. But I want you to understand that right at the beginning is free software. There's a small caveat. You could just leave it on there. It's not a huge issue to be honest, but it is unless you have creative cloud account. 103. Mod 12 02 Adobe Spark Tools Explained: Now we have Adobe Spark. Obviously we go to the website and we can login is an online tool for generating social media marketing images. Or we can start now news their free version. Now I'm gonna login because I haven't DO creative account. And if you don't have Creative Cloud of c, just select start now for free. And you'd be able to use it to create powerful social media images. Now with Adobe, Spark is a multimedia creation tool. So we can do post when new pages for websites. We can also do videos. But what we're looking at here is social media posts and this is what we are going to be covering in the course. So it's a very simple process. The first thing we need to do is select posts. We're just going to click on the green button. So we could pick one of these. But what I'm gonna do is start from scratch. And then once I've selected that is going to bring up this screen. And what we can do is we can go along and we can select what type of image we're going to create. So let's just say I wanted to cry and Instagram are select that Facebook. I can select that Twitter. And if I go to more size is we're gonna see Pinterest YouTube from that Facebook. And if we want to see all the options, we're just going to drag across. And as you can see, nearly every single type of possible paths we can provide is going to be there. Now notice it doesn't have a g plus post option, but if you're going to do that, use a YouTube thumbnail because Google Plus likes 16 by nine. So you can use that for Google Plus. Let's go back to Instagram. Let's just say I want to create an Instagram post. So what we're going to have to do now is we're going to write a text into this area before we continue. So there's our text marketing is everything and we're going to click continue. And immediately is going to create a simple design for us. So as we look across the top, we're gonna see design layout, profile, background and texts. So we can scroll down. And it's going to give us some different types of styles we might use. So we might choose this particular style, this particular style. And it's going to give us lots of options. That's gonna give us our core sort of texts design. And then when we go to the layout, we're going to be able to add a border. And we can select different types of layouts are very quickly and simply like this by selecting them, then we can go to Resize and we can change the science here. So if we've created one of these images and I think I would like to have the same image or Facebook was the same style in the same text. I'm going to share this in multiple places. Come to Facebook. And it's going to give me that and I could decide, well, I'm going to do one for Pinterest as well. And again, I'm automatically created that they're, so then we're gonna come to palette. And this is the original palette. And then we've got lots of different pilots we can use until we find something that we like. So these are going to be design brief to pallets. So they're going to be created by designers to do some color theory work and find things that work well together. Quite like that. I think they work really well together. And then we can select our background and we can select a photo filters, and we can change those as we choose. And then we've also got suggested colors. So we could have a simple background. So if you haven't got a photo, you could just pick a color and then overlay your graphics on the top. And then we're going to have our text and we can do things we can stretch, we can squeeze, is going to adapt. When we do that. We can twist, we can turn, change shape. The sits behind lots of different options. As you scroll down, you can see you can place lots of different things behind. So a lot of fun playing with that. We've got the text for the color. We can change that. We can change our fund. And it's got lots of different variations we might use to change the style. So lots of options there. We can change the spacing between the text and then we've got alignment so we can left a nice central line right align. And then we've also got capacity. So if we want to just fade the text a little bit, we can do that quite easily. Now this toll here, as we drag this around, is going to just give us different styles suggestions. So as a good way to test and CFS something that we like. So if I like this text, for instance, on this background, I think it's working. I can now come in at a circle, maybe move up here, drag it around a little bit till I'm happy. And we're creating an image. 104. Mod 12 03 Example Of An Adobe Spark Social Image Created On Desktop: So let's just say I want to create an image. I can come to post. I'm going to start from scratch. I'm going to create an Instagram post. Am I gonna do marketing? Is king? So I'm just going to select, this has thrown up, which is a simple image. Or I am going to do is one, I split image. I'm going to delete this element. So I've just got one image in the background. So now if I want to replace that image, I can't select this image. I can maybe decide I want to zoom in. So I'm going to click a jazz, maybe scale up a little bit. Maybe move around a little bit until I'm happy. And I'm going to select marketing is king. I'm gonna move that around until I'm happy where that is. And then I might want to add a website address on the bottom. So let me just add text. And that I can then drop into the bottom. So I've got my web address or some branding or some type on a mountain, move this around a bit and make it a bit bigger maybe. And maybe we just want to say a little bit more in the middle. Element is a line that now click on that a few times. So I might look at my spacing parameter to know happy. Maybe look at the font. And I can always just whip through some different styles if I'm not happy. Let's go back to the original one. And then might decide that the color isn't strong enough. So I can just click down. Singleness will match the two. And I've got a really simple social media posts. So let's just click done. So then if I wanted to share this directly from here, I can hit share. And then I've got my title called The OFF. I can even add a picture there and then choose which ones of these I want to share too. Let's just cancel out of that. Let's just say I don't want to do that. Maybe I just want to download it's my computer and then share it later. I can just come over here and hit download. So let's just say I want to take the same image now and I want to create the same image, but I want to put it on Facebook for instance. So I'm gonna do is go to Layout. I'm going to resize, click Facebook. And I'm, I have to make an adjustment here. I'm at scale it back down a bit. Scale this down a bit. But just by selecting, maybe moving across or even across this side, so it balances the bottom one. Maybe this maybe a little bit. Might you want to drag it over a little bit like this so that I can see the chess piece being placed. Move it up. Now it can download that one. I've got no Facebook image. And I can carry on going down for every platform where I feel the need to create that particular image. Very simple, very powerful to use, free to use. Just have some fun. 105. Mod 12 04 Example Of An Adobe Spark Social Image Created On Mobile: So I want to load the Adobe Spark Post create stunning graphics app. Obviously open that up. And we're going to have the same situation again, we can create a new post. Let's just find some free images. So here it's just a sample, such a foggy, so we're going to use that. And now what we're gonna do is scroll along and choose which type of image you want to do. In this instance, we're gonna do a Pinterest image. We're just going to double tap Edit text. We've got text click done. And we can select what type of texts we might want. Quite like that one. Maybe central line spacing, I think it needs to be a little bit wider. Lambda 12, left alignment actually looks maybe send, maybe a bit more spacing. Spacing will padding. And then I'm just gonna hit line until lack Yes, space I want. I could then put shape behind it. Moves around, maybe shrink a bit, clip them. Now I'm going to remove the watermark and it's bringing up this share to unlock. So if I just hit share to unlock, I'm just going to email myself. And now I've removed the watermark and we can look at the palate. Maybe try some different colors. Yeah, quite like that one. And then all I'm gonna do is add some text. Click Done, upset that background that's going to be too large. Now find a different backgrounds, put behind it. You happen to send that to the bottom. Done. And we can share that. And we can save that to a photo library. So now we've saved that camera roll. I'm going to lay out Now. I'd like to start changing and playing with some different styles. Try some different things and play around. Maybe save one of those. And of course we want to share the same one on Twitter. We'll have to do is select, resize, select, which I wanted to go on my Facebook, Pinterest, and Instagram. And as you can see, it's really quick and easy and can move that down what dragging the white bar can drag that to the center and the little yellow lines will guide them. And then we could click done, we could save that. And now we've got the variation. Now one more thing we could look at is we create an animation. We fade, slide, the grow. Now we've got an animation. You share that as a small video and download that. We can even use it as a bumper. We could use that on a YouTube video to create an intro Lassa differently or ways we could use that in our content creation. So have a play with it. Have a playable on your iPhone. And if you've got the Android, just keep your eye out because they are going to be releasing the Android version soon. You find that useful. Now you can create really quick and simple social media images from your iPhone or from your desktop. 106. Mod 12 05 Activities To Complete Adobe Spark: Activities. To complete. Activity number one, create a Pinterest graphic using the desktop version. Activity number two, crane Instagram graphic using the mobile app, if you have access to an iPhone, if not, used the desktop version on your PC or your Mac. Number three, share your images only appropriate social media platform. 107. 01 Introduction Creating Your Social Media Profile: in this section, we're gonna look at creating your social media portrayed images. We're gonna look a blighting imposing of subject. We're gonna look at editing your image. By the time you've been for this, you will be up to create, portray images for yourself and feel team using just a modern smartphone and some very simple techniques. 108. 02 Equipment Needed: so in terms of equipment, obviously we're going to need our android are smartphone. I'm gonna be showing you everything on an iPhone. This is a iPhone success. Plus, you don't need a success. Plus, any iPhone will do or any relatively modern smartphone. As long as you've got the front facing camera so you can see yourself when you're taking your picture, you've got everything you need, so we're gonna need that on. Everything we're gonna need is we're gonna need a selfie stick. But once you see how it uses, you'll understand. Why were saying you need a selfish Stickney? You can get a good one than no expensive £78 then you can have lots of fun to lots of portrays, good little investment. Just make sure you look at the reviews by un Amazon. Someone like that. Look at the reviews and make sure you get the ones they've got good quality. So off things you don't need a Bluetooth one. I just standard one because we're not going to be using this as a trigger because he's normally have little triggers on here on the front. And that's what this thes cables of four here, put the in and then you compress Take a picture itself. We're not gonna be using that. And you'll understand why in a second, in fact, what we are gonna be using as a trigger on the iPhone is we're going to be using headphones so we can actually use this as a release. Quick release. Andi, if you're on an iPhone, that's great. I don't have an android, so I don't know if you have the same functionality. If not, you'll have to use a timer function on your camera. But this is gonna be the absolute optimum. Thinks I make sure you've got your iPhone here, but ready cause we're gonna use this here. Teoh, take the photo notice. Works on iPhone six and six s worse and fives. I'm not sure if it works on early ones to check that yourself. If it doesn't, you'll have to use the timer on your camera. So we're gonna need to use, though. Now the other thing you can you're gonna have tohave is some bungee cords and needs a very simple It's a little top hole in court, but they're very, very useful. You'll see later. We're gonna show you how to use these. We're essentially going to create a tripod using ourself a stake in these bunch. Of course. So you're gonna need this again. You can get creative if you don't buy some bungee cords. You could just use some hair bands. You know, if your ah young man coming to steal your sisters have, I'm sure she won't mind. You know, young girl, you should have happened anyway. But something like this. But bungee cords are really strong and your cameras not going to get damaged when we use this technique. So recommend this. You could use string. You can use tape, but this is the optimum. So if you can invest in some a couple off bungee cord, obviously you can go to extremes. This is a gorilla pod with an iPhone smartphone attachment. Now, these are great fun. If you're gonna do a lot off smartphone iPhone photography, you know, you might want to pop out and spend 30 £40 on one of these. They are a lot of fun on. I will be done. Future course of Shoni has lots of different stuff with this, so keep your eye out for those that these could be a very good investment. But the discourse, I would actually recommend the selfie stick. Although this if you want to do selfie Portrait's outside is going to be much more versatile. But we're gonna be concentrating on taking a selfie portrait indoors using natural light window light, the selfie sticks and bungee cords. On another piece of equipment, which we haven't mentioned here, is some type of table, leg or support. Now, what I'm gonna be using in this course is so to film because I'm in the studio. I'm gonna use something I haven't had. Let me just say that is this is a mini version. I'm gonna be using a much bigger one. This is what's called a stick in a cab. Now you don't need this. All you need is a stool or a chair with an upright. And then what we can then do is we're gonna take a selfie stick. We're going to attach it to whatever upright we use. Don't need one of the and then we're just gonna lash that off. What about bungee cold? That's it. We're just gonna tied it off, and that is going to give us a stable base and put the camera away from us, which is going to be important that rum, obviously this is a sticking again. It's basically a piece of concrete in a tin can were sticking it. You stick the stick at the back of the camp, not in the middle if you decide to make one of these yourself. This is a mini version because of a commercial talk about loaded these they're so handy. I use these small product shoots I'm going to use in a much larger one with a bigger base. But like I said, you don't need or I'm trying to show you. Here is we're gonna lash. Ah, selfie stick to this and that's why we need a bungee cord or something similar. Now you can use tape it and you're gonna get residue. You could tie off. That's gonna work as well. But the thing would've bungee stick is when you need to move it. Go this elastic. We can adjust the stick up and down a little bit, so that's a little top tip there for you. You're going to need to attach your selfie stick to a chair well, something that's an upright that you can use in your image. Now we're gonna be using snap seed software for the editing, So we're gonna show you how to do some really simple basic portraiture editing. Snap seed is completely free. It's available on Android and ER on IOS. So make sure you go and download that. Ready for the course. Absolutely brilliant piece of software owned by Google, developed by a team called Nick Software. Really, really, really good and been creating software for editing for a very long time. Phenomenal piece of software. You don't already have it. My going to be using that. Like I said, make sure you downloaded that so I don't want to get to the existing section you can follow along. 109. 03 Understanding Your Camera: So let's have a look. A camera. Some things we need to understand about camera is number one. It's got what is the equivalent of a 30 millimeter lens in the camera. Now, those are not used to talking terms. What? That means this is this is a wide lens. This is actually not a good portrait lens. What this is going to do is it's gonna create some issues. Now, the main issue you're gonna get is if you have the camera too close to your face is gonna make your nose and your lips really big, and it's gonna draw your face and back. So a 30 millimeter lens, which is this this is the equivalent off is always going to give you some problems. So what we want to do to compensate for that is we're gonna take a camera a little bit further away when we take our shots because it's a little bit further away is going to reduce the fish bowl effect, which is just like when you look a goldfish in around fish boat. If the goldfish swims forward and clothes and looks at you is you're going to get the gold , the fish bowl effect, and you're gonna see a big lips and everything bugs. If they go back into the middle of the bowl, you won't see it so much because the curvature of the lens. So in this scenario, we have to just make sure that we're not the goldfish right up close, because that's going to give you a bad selfie. We need to make sure we've got a little bit space because we're using a 30 millimeter lens , and then what we'll do afterwards that's gonna bring a lot more background in. Then we want to show you this later, but we can crop that out. So it's the first thing we have to understand about camera is it has a fairy millimeter lens, and it creates some issues that we have to work around now. Do you ever think about, uh, iPhones? Andi Smartphone cameras. They got very small sensors. What that essentially means is when you take a picture of a deer Salahi's, it's really nice pictures and should face and focus. And if announces out of focus, it looks really nice. It's because it's cots what is called a shallow depth of field. Now a smartphone cameras. Small sense. I'm not gonna bore you with scientific technical explanation, but basically, what's gonna happen is everything is gonna be in focus. So you're in focus. Your background is, but you're not gonna get that. Look. What we're gonna do is we're gonna create that look in our software, so snap seed will help us toe imitate that. But we have to understand that when the image comes out of the camera, we're not going to get that portrait. Look, we need to do some editing to get it looking the way we want to. Now, the advantage of this camera is if you want everything to focus, you might find a back camera. If you want to do a landscape picture or anything like that, absolutely brilliant, because everything is gonna be a focus. But for portrait yet again, we're gonna need to do some work in the software. The ever seeing as well is that the front facing camera on a smartphone is a lower quality camera. So what I would recommend you do is take the selfie. You might be completely happy, Andi, You might be not need to change around to the back camera, which is where the better camera is. So you got two cameras on most modern smartphones and the back camera, and you got the front facing camera weeks on the same side of the screen. When we do self, is we using the front facing camera? But that is magnitudes, uh, lower in quality than the one on the back. Now we can still get really good results. Is gonna be good enough for the social media profiles with this front facing camera. Once you've been through the course, you'll grab someone to help, especially when it comes to the composition and everything. And you can set the camera, and then when you happy, you can spin it around. Get someone to check is all set up correctly that you're composed in the image correctly, and we'll explain that later. And then they can take the picture. But you learn with the front, and then you'll know how to take a good portrait. And then when you flip over, get someone else to help you frame. Let me just say to them, Look, this is where isn't each click around to look the same that way? Yes, it does Let's take the picture because you'll know then how to pose. You're no better stand in terms of light. You'll know how the camera works, How far away to have it. Everyone will work, but you may well be happy with the image you get from the selfie cam. If you're not, we need to switch over on duty is here. But let's just learn on the selfie campus Absolutely brilliant for learning because we can see everything we're doing on the screen while we're shooting. Now the effort, it is when you're looking, what people tend to do when they're taking itself. It you look at the screen. Well, that's the camera is actually over here. You're gonna see the cameras. Find out on your phone on what you do is you gonna compose the image, you're gonna look at the screen, and then when you take your picture, you have to then move your eyes and look. But the camera, not the screen, because it was your eyes will be slightly after a little tip there. When you're ready to do that image and take that snap, always make sure you're looking at the lens. I'm not the screen 110. 04 Offset Lighting Set Up For Portraits: Let's show you an offset lighting set up what I mean by an officer lighting set up. Now, just a couple of quick things. Do you understand what's going on here? Although I'm showing studio lights on, I'm showing a DSLR camera. I've actually set these up, so they simulate window light. Andi, where we would have the iPhone at 30 millimeters. So this is gonna help us to understand where you need to sit in relation to the light and where you need to have the camera. So let's have a look at this from above. So what we've got here is we got the window light coming in and then behind the subject. Right angle to the subject is our background. Now what we need to do is make sure we pick as clean of background as possible. So what we're looking for is a blank wall off some type or if you don't have a blank wall, maybe cover it with a large plane, do very or something like that. But we need a blank wall and we need a neutral color. You can explore with deep reds and things like that. And if that's what you got, then use that. But if we're just gonna create a simple portray price social media, a simple selfie keep the warm neutral. So keep when I'm saying neutral, what I mean is maybe a beige or light gray or white. But if you haven't got that and you've just got the war you've got, just use that. So what we've got here is we've got a large soft box, and this is simulating a large window or patio door of some time now, a tip for you that is really, really important. When you look out of the window. If you can see the sun through the window from where you're sitting, that is a bad position for the sun to be in for you to take your photo. So what you need to do is make sure you're taking your photo when you cannot see the sun from where you're sitting, the sun isn't shining directly through the window. And then what? You're gonna get some really nice soft light because what will actually happen is the sun will bounce. It's like off the atmosphere, and then that will come in and create really nice soft light on the face. If you can see the sun is going to create hard life. So if you haven't taken the time about full course on natural portrait photography has use natural light to go. Take that. This is an introduction. You got everything you need here for this shot. If you want to learn a little bit more about how to do it outside, go and check that course out. How to use different lighting conditions have shooting tough conditions. What we're doing here is we're really, really controlling the life now. The everything that's going on here is the camera angle. If we see what the subject is in the camera, we can see that the camera we have the light here, which is quite flat lighting the subject space. The camera angle is in shooting across the face here. It's not over here shooting this way. It is actually shooting over here. And we're doing that because we're positioning the lights on the subject's face. What we've got is the light on the face. Now we've got this light falling on this side of the face and then we've got this side in shadow. Now if we move the subject around, we would lose this type off lighting. So let me show you This is optimal If you're shooting on an offset lighting pattern with the back wall on the light of right angle because you sometimes just have to shoot with what you've got. This is optimal for that type of life. As you'll see, the shadow on the nose is still quite soft. We're getting what is known as open loop lighting. Pathan here again, I haven't never course in advance. Portray the trophy and classic studio totally. And this is a classic lighting pattern Is open loop lighting. Andi, Because of this, we get this nice highlight. And then it drifts into this nice shadow on this side that we moved the subject. I'm gonna show you that in a second we're going to lose this, and this is gonna become dark. So let me show you that. So now we've changed the angle. I'm were what's split lighting now or side lighting, that the proper turf. This is split lighting and you're going to see this is very dramatic. Let's go and have a look at what that's gonna look like. You can see we've moved the subject moved to camera. So these positions now said that the camera and the subject of parallel to the light. But this is not gonna be optimal for the type of portrait you want to do here. Now, if you want to create a really dramatic, compelling look, try this love to see your images, post them as a project. There is no right way a wrong way. But what I'm trying to teach you a pleasing look of that is going to be used by most people . So here is the split lighting. Now you can see it's split in heart is almost like there's been a line drawn down the subject. If you want a really dramatic look, have a play with its, have some fun, but you can see the light on this side of the face. The eyes completely and shadowed a very little light on this side of the face. And this is what happens when you use a split lighting pattern on. We're gonna compare this now that the previous ones that hold this picture in your mind, let's have a look at the previous one. See what that looks like now, as you can see with the light now, just big window light. We've got this nice grading across. The eyes are opening up a bit now, so we're going a bit more light in the eyes of my getting this feature over this site. So this is why I would recommend you would use an open loop lighting pattern over a split lighting pattern when you're using an offset lighting set up like this. So let's just remind ourselves where we would put a share on our camera in relation to the window line. So, as you can see, we've got this angle and we can change us a little bit moving around a little bit more now some of you probably wondering what this is over here. If you have not seen one of these before, this is a little silver reflective. The light hits the Silver Reflector, and it's just gonna put a little bit more light into the shadow side and softened the harshness of the image. Now I've included it here and you might be thinking, Well, you didn't mention that in equipment section that looks expensive and not expensive. We don't need to buy one of these. All you need is a piece of cardboard and some baking foil on just attached the baking foil to the cardboard with a couple of staples. A little bit of blue and you can create your own, reflect a panel. Now it's not gonna create loads of lightness, so you have to play with it. If you know a photographer, an amateur or professional token, they've got a a proper reflector. You can always borrow that and play with that. You can make your own get a good sized piece of cardboard. You probably wanna be two foot wide by free foot high. Put some tinfoil over that. Don't worry about the entirety, and then just put that on a chair climate to a chair or just lean against the chair so it's reflecting back in. So let's just show you where it is what it looks like. As you can see, a lie is hitting and it's angled into the face, so it's hitting here. There's gonna bounce into the face over here. It's just gonna soften up that side of the face. So that's the offset lighting pattern 111. 05 Front Lit Lighting For Portraits: So let's have a look at the front lit lighting pattern. Now the ladies are gonna love this one. If you're a lady, this is the pattern for you. The everyone works very well for the gentleman because we get some shadow. There's also over situations. Where would you use the offset lighting pattern? It can help us to narrow or broad in the face, depending on where we place our shadow, and we'll get a chance to show you some of that a little bit later on. So let's have a look at this one. This one is classic beauty lighting. Now, this is what's going to be used when models take pictures and you see him in the magazines a lot of the time when you really beautiful image. This is the lighting pattern. Let's just have a look at the set up. What we've got is a simulated window light. We've got a camera, we've got a subject. Now you can see this big shadow here, but just ignore that when you use a big wind, I light Remember, guys, you don't want to be up to see the sun in that window. If you can see the sun. It's hard like if you can't see the sun, but you can see the sky that soft light We want a nice soft light and then when we get that , we won't see these heavy shadows behind this software doesn't render the shadow sometimes very well from large light sources. So that's where you're seeing that. As you can see, we've got the window here, the camera in front of window, then the subject. And then we've got the wall behind us. Now, whenever we're taking a portrait, we want tohave clean background around the subject that's often not possible, especially with a mobile phone smartphone camera on. The reason being would come back to that for a millimeter. Lens on it brings all the background in. What we need is just a clean spot behind the subject's head, so we don't want any bookshelves poking into decide. We don't want any plants sticking at the top of the head. We just need a cleaning of space for our background. From this goes that this lighting pan on the offset lime pie and in fact, is part off any type off portraiture. Make sure the background behind you is relatively simple. Always try and keep it plain and simple. You don't load the stuff behind you. So in this instance, you can see we're using a backdrop. Would use a wall nice and simple. It's clean and we'll show you how to deal with stuff in the background when we get to the editing stage. As you can see, very, very, very simple. Now, what I want you to notice here is really important. Is the camera is above the subject. No, it's how the subject is sitting now, leaning forward ever so slightly on because the cameras above them and they're looking into the camera is lifting the chin. Now, what this is going to do for the subject is gonna lift. The chin is gonna make the face move stretched forward is gonna tighten the skin on the face, and it's gonna be much more appealing. And this goes for male and female subjects. So, by lifting by putting the camera, been looking into the camera and you can see we're probably got the camera just around the top of the head and we're pointing down. That depends on how full your faces, how high you need to go. If you haven't got full face, you probably need a slight elevation. But if you've got a full face like myself, the high you go, the better and more flattering it's gonna look. I was You don't get to heist that We look like someone's taking a picture from a balcony. We need to keep it looking natural. And we'll show you how that looks in real life a little bit later. But want you doesn't just stand where we've got the camera and you're seeing it. Stand here. But remember, all you need is a chair with your selfie. Stick on it. Put the flash, the selfie, stick to the chair, tachy camera used the bungee cords or something similar. And then you can just telescope the camera up and down on the selfie. Stick on. What you've effectively done is created your own tripod. Your own stand really, simply and easily. No, you can actually buy tripods for your iPhone and no expensive. You might want to do that. If you want to take loads of selfies or you wanna take pictures of other people, a lot of people were gonna be asking what I just hold the camera in front of me because as soon as you hold that camera in front of you the traditional selfie lok, you're gonna be stretching your arm forward. It's gonna be pulling your neck a little bit. You're not gonna be looking natural. It's not gonna be a portrait image. So that's why we take the camera. We put a honest stand and we stick close because we're stabilizing the shot as well. Everything this will do is if you're holding it and you're moving a little bit, you might bloody image. But if it's understand, it's really, really easy in your hands and then free to concentrate on your pose and how you're actually looking. So that's why we put it on a selfie stick and get at this angle. But let's have a look or what this lighting actually looked like on the face. Now what you're gonna get with this light and situation, you're going to get some nice light in the eyes. You're going to get a nice catch light. This is really, really gonna be really pleasing for the ladies. You're pulling your chin up. Now you when you look at this image. It doesn't actually look like you're pulling your chin up, even though the angle was quite a cute. But what we've got here now is we got nice tight skin around the chin is gonna pull the cheeks, and it's gonna create a much more compelling image. Now, gentlemen, what you might want to do at this stage is just dropped the forehead ever so slightly. And look through the eyebrows that the eyebrows and the top of the I a touching try that that's a typical what I would call a boxer. Look, that's a little bit tough, a little bit harder, but you just wanna create a little bit more masculinity about the image, and you want to use this light in. Just drop your forehead a little bit until the eyebrow. And the guy is he hiding this part of the island as much as possible. But when it comes to the ladies, you can see this is really soft. It's really pleasing, really nice lights. This is what I recommend, So let's go back and just quickly review that lighting set up. As you can see, really simple. Here's your window camera in front. The window. You're sitting in front of the wind window and the camera, and then you've got the ball behind you to give you that nice, clean background. Really simple, really easy. And you're gonna create some beautiful images. Really? Really. Want to see what you can dio Onda? Uh, what you can create and show other people inspire them as well. We're how you can take a really good quality selfie with this simple, simple set up. 112. 06 Setting The Exposure: Okay, So really simple self Here. I'm in the studio. I'm simulating the situation, and I just wanted to show you how we've got this set up. Don't worry about this chord here on this attachment. What this allows me to do is take the signal from the iPhone into my equipment. Are recording equipment through this for a hasty my and actually put that out. Now it's a top tip for you. If you want to spend £45 on one of these, do you want to take better selfies If you've got a TV? What you can do is you can take this out, your hasty my cable in, and then you can see yourself on the screen pretty much as I am that I could see myself on the screen and you can see yourself in position yourself, and then you can use the front facing camera top tip there. But obviously you need to be able to have a monitor where you can see it's getting a bit complex. We're trying to keep it simple, but just in case you want to do that now, obviously the lighting Nosal funky in all over the place card, but one light source. I wanted to show you this. I can show you how actually works and looks with this offset lighting. And we can also just change it slightly and show you what a front lighting look will look like. Well, but what I want to show you just how simple it is that you might have a chair, leg or something of that type. And if I turn it sideways, you can see myself is Stick is I've got my bunch of cause here. Let me just lift that carefully and I dropped my phone. You seem a bunch of cords attached to the service steak. I've now creates it for all intensive purposes. They tried hard. All I needed was this something attached to it and to bungee cause. Like I said, you can use bungee called these the optimum. If not, maybe they're tape. You're not too worried about the sticky residue afterwards. Maybe just tie off real strong with string and maybe tightest off, but make sure it's secure. Now the top tip. Attach it before you put your iPhone and because this is all fiddly and sometimes it pulls around, make sure the selfie stick is really solid. Then put your iPhone in. You don't want to be putting your iPhone in and implement. It drops out smashes on the floor. So just be careful there. One of the things I do want to show you those half of ST exposure really, simply and easily. So I'm just gonna move the camera to a bad position. Let on Shane have set. So here's an exposure tip. You can see I've got really bright. I like from a skin. This means I'm losing exposure. So when I see this on here in here, that means I'm too close to the light sold that all Only two dio is move further away from the light and what you're going to see when I do that, you're gonna start seeing that the highlights are going to come down. So if I'm like this and I've got bright highlights, that means I'm too close to the window. Guys, I need to pull back little bit more than a little bit, right? I'm gonna start to get a nice even light on my face. So what I'm gonna do, I'm just gonna adjust it slightly with the exposure on the screen. So a little tip for you if you want to adjust your exposure, How'd you finger on the screen here? Up. Come down like so And that's gonna bring it down and what I want to do. I just want to bring it. Watch my forehead there because of no longer that shiny this I'm comfortable now moved back in. I'm still seeing a little highlight here. Hey, we got now. I'm exposed evenly across my face. It's a little bit dark. I pull it up in the actual editing base. That's a lot off. Have to set the exposure. How toe sit in front of camera. What we want to do in the next section is we need to look at supposing him so let's go there. 113. 07 Posing The Face: Here we are. We're doing a selfie. I'm gonna put myself on camera so that you lose any fear you might have in a couple of things I want to shake straight way. Let's just show you what happens when I move closer to camera. Okay? This is what a lot of people do itself is all of a sudden my nose is big. My face has been narrowed. So if I pull back a little bit of lost in space, my face comes into its more natural proportion. No, excuse the background back here. I'm just showing you this when you concentrate on my face. Next, I want to show you something. Now, if you've got a broad face, a wider face and you want narrow it, what you need to do is you need to move your face so that 2/3 or in shadow 1/3 isn't now if you got a narrow face and one of broad in it, what you want to do is you want to move so to further in light. 1/3 is in shadow and that's gonna open. You face up. So my face looks bigger here. I've got a full of state. So what I want to do is I want to bring it across and just slim it down ever so slightly by just creating the shadow. Know, normally I would have a bit more light on this side. I'm quite far away from the light. It's a really good way of showing your true for dogs. 1/3 life slim the face, whereas 2/3 open one of those dark is gonna open up the face. So what I've got here is I've simulate some nice, even light. I want to show you a few posing techniques, So this is a standard sort of shop. Now, we've already touched on some things before, but I just wanna really go over some really simple posing techniques when it comes to being in front of the camera for selfies. There was no one there to help you figure this out for yourself. Now you'll notice over here my background isn't that clean. So all I need is like a civilian. This area around my head and shoulders to be blank complained so that when I do a profile picture, nice, clean background passing, you'll never want Teoh is I'm gonna wanna turn my shoulder Silence. I want to turn one shoulder into the camera when you posing, What you do is make micro adjustments what most people do in their places to go at this, and I'm a huge adjustments. But what you want to do is just make tiny adjustments. Did you like how you look? So now I'm crying a little bit more interest in shape in my body. Never pulled forward ever so slightly. I'm gonna lift my chin. But now I'm too close to the cameras. What I need to do is I'm gonna move back a little bit, gonna leave the light on the camera where they are, and I'm gonna move my body. And so it's no. Okay, so now I'm losing the chin a little bit. Now when we want to just create a little bit of interest in the party's what we need to do is still ahead. Now there's a rule. Okay, let me show you this role. Drop a shoulder. Okay. If you're a man tilted a lower shoulder, that's masculine. If you're a woman, you took that a higher shoulder. That's feminine. And it we're not talking. We don't be doing this. Little got broken neck. What we want to do is just a slight just ever so slightly will tell until we find something that works. So for me now, I would be turning my shoulder leaning forward, but my weight forward under my front foot, which is on the floor. I'm leaning forward now. Just tell ever since smiling and I'm pretty much got my face where I wanted to be. So then it's about once we've done that except a little problem in my glasses. Probably take this shop without glasses. Maybe again, Try these things matter. Move until you get the glasses. So there's no glaze. It struck much in a little bit. And what I'm doing here is a bit of a mail shot here. Just looking for my eyebrows a little bit a little bit more masculine than just this. Uh, this is straight out of the camera, so just drop it ever so slightly. And now I've got I'm getting into the place where I start to like what I'm looking. So the ladies, you want to drop a little bit, find the angle where you want If you don't beauty shop This is the video self. You talk, but you can sit there and get the pose right. Once you know a few of the basics. So what we've done, we've leaned forward. That's the key thing is that's gonna pull the chin up the cameras a bit higher. So my cameras about here to me and tilted down some in the middle of the frame. I could probably go a little bit higher in the composition, but I'm gonna shoot it here, going crop in later and tidy this up, allowing some room to crop. So I'm in. I'm gonna tell my head I'm gonna and maybe change this. Wait till my head from the lower shoulder and I'm good to go in it. But the lady I might tell to give away or I might drop this shoulder back here, So I raised his shoulder back here and talk that way, we'll bring it You have a way. Until that way which ever suits you best now, sometimes as well depended on your hair. When you're looking into the camera, you have to fight what you think is the best place. This side for me is not so good. because it's opening up carrying a lot of skin, a lot of big area. So this side is more friendly because it doesn't look such a big area. So I'm gonna dealing in a time on Try that. Try that until I find something that I actually like begins. How did you do with big is well, what you want to do. If you got large ears, stick out a lot. Well, you did. You turn your face until one disappears and then one lies flat against your skin. You just have to angle it a little bit more. You got really sticky out ears off. The Dell trick is taking him back. Um, but usually just by creating a little bit of an angle, you will diminish the size of years. You're going to see a lot of people do duck tray, so you know that is not the most How can I say this plot? It's not the best way to look on camera. One of the most important things you can do is smile with your eyes. So when you're filming on camera, what you need to do is a lot of people smile. So you'll say smart. Here's here's some smile thing. You'll see you say to a kid on camera. Now do this smile. Okay. You know, Andi was adults we continue to do that is really interesting on a commercial photographer. And when I'm taking pictures of people unlike right, we need to cut down on the smiling a little bit. So what? Why was recommended people? And you might find you got this gorgeous smile. It doesn't attract a talk. What you might do is get this big smile. It looks wonderful, but for a standard is place a star smile with your eyes because you're trying to capture the inner warmth of the person. Smile with your eyes on them when it comes to the lives. Smile but start with your mouth closed A smile with your mouth closed for maybe something like I don't like this in front of camera. I don't have been arrested. I'm only looking like this like I'm a child. Been told smart, uh, you know, really, I want to find the balance between also, that's what you have to do. So you have to on the camera. You have to literally find the show. Now I want to encourage you that I'm not the most photogenic person in the world. I hide behind the camera that love take pics of people. But I'm not really that keen on shyness album. This is one of the key thing. A lot of people don't like their own photo because I have a perception of how they look. But what you're trying to do is you're not trying catch the person that the look, actually try and capture the emotion because people want to see a photo actually registered the emotion in a foetus. If you're comfortable in front of camera and you're not confident, that is, you're gonna express up. So by being focused on something happy or warm a really happy moment in your life and then taking your picture, you're gonna carry that across in the image that's really important. So we're gonna Lots of small movements were going to get it, all right, But the end of the day inside were just thinking, I hate minute from the camera. This is miserable. He's gonna come across. So is the emotion that carried through into the face is really important. So I want to do is go take a shot. We're gonna edit that a little bit later number gonna shaves and techniques and tricks. So let's start from scratch. I'm sitting in front The camera nice and square. I could actually take that picture. I think that works okay for me, Hunger 10 slightly I'm gonna lift my head slightly to the love side I don't want to be too much this way because of my forehead So I'm just gonna come across a little bit I'm gonna drop my head Making sure that no light and my glasses And then we're gonna take they which is plugged in I know we're gonna days press the plus We're gonna take a picture So I just took a couple that And let's see what we can do with them in post So that's the basic Supposing guys, it's turn a little bit crazy will be of interest. Lean your weight forward, gentlemen. Lean to the lower shoulder. Ladies, you might lean. Lean to the higher shoulder. Much more feminine. Think forward. Choose the right type of light. What you glasses. If you wearing glasses. Get it. So it's, uh and then Thank you, picture really is a simple is that, guys? And once you've got the basics, you could do crazy stuff. You can do the teenage picking. Uh, you know, my daughter loves to seven pictures with scenes like this, You know, you can do all that stuff. Just get the basics. First. Get that profile picture, Get that look, I think. And guys, if you know, if you got you want to do this will work and got business is a great way to save some money for your business because you can literally get a load of people in front of a camera set up like this. You take a picture form once you've done it. Like I said earlier. Once you know this, you can't. You start taking pics of other people cause you can move them around, impose them really, simply and easily. 114. 08 Editing A Male Portrait: So what we need to do is we need to go and download snap seed now. So this is the piece of software snap see by Google Inc. So going down low that so left, get going, open up, snap seed. And then we're gonna click open. No, that was just hoping that just ask, if you delete the pass one and we're gonna skin through, we're gonna find the image of all of those that we like. So we four waas the best. So I want to dio quite like this one that all of them. So I'm just gonna start with this. So the first thing we're gonna do is when we do this image, we're gonna rotate and crop. Now we've left plenty of space around the edge, So let's click the little pencil icon and then we're gonna go to rotate. So have you see Rectal? We're gonna select that, and then we're just gonna drag it around until because what I was doing, I was leaning my head. Now watch what happens when I start straightening up one of the things I didn't do in this image, guys. And I hope you can see this I'm gonna leave it there so you can see it. I didn't look at the camera, remember? I said it beginning to look a camera. I'm slightly looking off. I'm not looking at the camera. Now. There is actually a type of shots. Two types of shot, really straight at the camera and looking off in this one I just know is many editing bays . I haven't looked at the camera itself properly. So little lesson there. We can see that yet. Great. Mark, you didn't do what you said. We're gonna carry on. We're gonna edit this image. I don't think we're going to lose that much just by having the ice straight on. For the sake of the tutorial, there were just straightened up. Straighten it first. Gonna click the little tick on. Now we're starting to get somewhere. So then what we now need to do is we need to crop so you can click your pencil. So now I'm going to cross him. I'm gonna live a little bit of room. I don't want to be too full in the picture, remember, we got that 50 millimeter lens on it. So that's gonna make my nose look big. I want to give myself a little bit of space and I can choose what type of aspect ratio. So let's just go back without that. Bring up the different ones by clicking on the little box with a stops in it. So square on this one classic sort of like portrayed for my social media I could go for free and then decide later I want to change that. So lots of different options troll these different ratios. So I'm gonna try for free so quick Little tick proved the change. Then if I want to change anything any time click that little number at the top may set free . No, I can go on, move back to anything so I can go toe Sagna, click back And then what I want to do is just close on. That would take me back to where I waas now What I want to do now, they just want a crop in a little bit because I want to remove some of the headspace that probably should have shot it a little bit closer to, uh, the top and I would have more in the frame to play with in the sense off moving around. But no, I'm gonna move the crop around until I'm happy. You know, what I would like to dio is used the rule of feds in some way, shape or form two lines Now, over my eyes, you can see. But obviously I don't want it to close. I don't crop off the top of my head, so I'm just gonna move it up slightly and I'm all I'm gonna use is a vertical roll of that . I'm not going to use both, which is up often quite compelling. I haven't got enough room breathing room in the image. Should probably come out a little bit more. But now I've got that I was see, I've got some black on the side that I'm gonna leave it. Then deal with it later. So let's just take that. Okay, so now we're getting a name age. Now, you see, we've removed that space and image. It's not to really jump up on Get closer to us. So what we need to do now is we need to do some healing, so I'm gonna dio I'm gonna click the pencil tool that's gonna bring up all my options and you could see healing that in the press healing. So I'm gonna bring up healing. What? I'm gonna do it. I'm just gonna zoom in on my skin. I'm gonna go in nice and close that you see, or what damages and anything. Anytime I draw something like that, it's going to remove it. So what, We're gonna move it around? I'm saying Okay. So most support there said to me that just gonna click it to meet the mole. There we click that I'm just gonna move around using the little square on the left. Do it big. You get a big dots, you have to zoom in to get small control. So just tap on the screen where that spot on the neck waas on a little blemish. They're just remove that and you start tidying up the skin. No, I'm gonna do now, thinking that seem out because I've never issue in this image on this issue is over here. So if I just go over here and drawing nothing young, I'm zooming back in, and then once that's gonna dio is going to hell now. The first year wasn't that good, so I'll keep healing until I get something. I'm gonna deal with this later on. I'm gonna blow this out so we'll see how that goes. But it's a handy little tip. You there? I can dry and remove some of these dark patches in the background from white. Okay, so clean up is probably best I can. Maybe a line. Oh, come on. That Oh, that's rifles. When you the big room. That's it. So now we start to get a clean background. I've got the image. We've done some healing. So any bits of fluff on the sure on any imperfections on the face will help us there. Now, the next thing, we just do some basic tuning now. So this is We've done the core stuff. We've rotated and cropped. Don't not here, link. Now I'm gonna go in on them attune image, but first need to accept that, so I'm gonna click. That's done. So now what? We're gonna dio click the pencil. We're gonna go to tune image on. This is where the basic stuff is done. So if I hold my thing on the screen is gonna bring up all these different controls, So let's play with brightness Go down these one at a time So I'm gonna come in brightness so but going down end up I'm watching my face I'm not too worried about the background. I might brighten up a little bit in a top tip for you ladies, you brighten up the skin with beauty lighting, which naturally removes wrinkles because you give you a nice soft wrap around your face I bright it up a little bit on the brightness. What? That's gonna dio a takes on the pink out my skin if you don't like The pink is in my skin and most Caucasians have lots of pink in their skin. If I bring it down more, you can see I'm going to start, Sascha little bit dramatic. So I'm just gonna That was where it waas. I'm just gonna bring that up till I'm happy with how it looks on the screen. And then I'm going to go to the next option ambience on what ambiance is gonna dio Just apply a little bit of soft contrast to the image of your ladies. You can just put a little bit soft contrast, even out skin tone. You're gonna get the force and effect. Gentlemen, if you want to create a little bit more drama with more depth, much increase in love, I usually leave that one alone. To be honest, doesn't do that much for me now We come to contrast now for the gentleman we want contrast . So we're gonna want a little bit contrast. The ladies might have a little bit less, but we're just gonna pop some contrast in there maybe down a tiny bit. I just find it amazing. Could do all of this on your phone. Got saturation that I like to de saturate. I just particularly like a slightly off color, But you can decide for yourself. I'm just gonna take the saturation down. Ever such a tiny bit Take a bit saturation out And then we got highlights and shadows. Now highlights are going to do is you can see my skin It's gonna blow it out Now, if I had a really bad highlighting my skin, the highlights are gonna take the whites down on this image. We're not going to do too much. We would you brighten the image, so I'm just gonna leave that there and then we've got the shadows which was actually above I'm gonna take my shadows down cause I like to create a bit of debt and interest Hey, so I just take my shut it down a little bit Ladies, you might not wanna play too much Shadow shadows good for the men and working to take the blacks and making black up highlights Takes a wife make them white there So we're starting to create some contrast in the image and then less will got warmth that I can go I could decide to go really warm I could decide to go really cold and I could just now if you want to go warm and cold like this, you can see as we do This is making some funky effects on the colors You might want to de saturate a bit more So I'm going to do I'm gonna be saturate taking situation down a little bit more Take it out There's quite cold now in terms of that Now when I d saturate went up Now when I go cold, that's Kotal born. When I take that down a little bit, it's gonna work a little bit more so I have a cold, harder look, or I can go warmer. And then the reds are not gonna jump out As much as I warm it up. The reds and my skin. I've got a tip. Cool occasion, male skin, lots of red in it. And you don't see until you start learning to do a bit of editing. So I'm seeing that. Nothing I say. Care can always come back like on tune it a little bit more Fact. What? I'm probably gonna dio probably put a little bit more saturation back in. Don't lose too much. It's just making adjustment there. Okay, let's click. Tick, save those changes. 115. 09 Finishing Your Male Portrait: now, the next thing we need to do is we want to create that dear Solal. Look. So what we're gonna do is we're gonna click up pencil, We're going to scroll down, We're going to click Lens Blur Top left there, Let's click. Well, that what we're gonna do, you gonna drag that circle to the center and then we're gonna pinch sideways and up and down until in a circle is over the face. Now what we're gonna dio is when we go bless trim, we can create that they're Salalah. And as we take it down, it's gonna suffer and take it up. No soften. We got a vignette strip as well, so that's gonna darken it down. I'm not gonna play any vignette on this one. I don't want any vineyard kind of apply that by itself. Vigna is just a basic circle around your image that cameras normally provide. This is just adding that for years and now we're on the screen. Let's just play with the blurs a little bit increase of blood. You might pinch in a little bit more, please. That blur and unless care and have a transition in case and Now we've got to focus on the head. But we might think it's a little bit too much on the edges. And a little tip for it is when you're happy with it. Take it back. Is your I overcompensate. So when you're editing, just take it back a little bit. So now what we've got now is we got some blood around the edges. Now, I'm still not happy with that messy bit on the side there where we was playing with spots Ole Click Business. Except this. Let's go back and see if we can just clean up a little bit more. I'm gonna open this spring is here. Let me take the blood stream, Really go up. So I'm blurring that corner. We're gonna leave the town of it learning edge over there. You see, we can just use that their system bladder a little bit more. Just don't use the Blur to select that look. Corner section. Yeah, that's much better. So now we'll start to get a deer. So I Look, we've got a nice even background. The next thing we want to do is add a vignette. So we're gonna go back into the pencil taken being yet, we're gonna move that over the subject now weaken, and then we can choose out of brightness and in the brightness. So what we can do is we can go out of brightness up so we can create a white vignette. Or we can go after brightness down how we can create a Darkman. Yet I quite like the look of that. Even though I'm getting this streaks over here, I'm not too bothered about that. Actually, like what that's doing, Let me just take it down a bit when we start to add a little bit of interest to the image. Now, obviously I can control the inner brightness. I wanna right up the image a bit more, which I don't I can do that. I want to shake that. Anything else I can do. Well, let's have a look. Whatever options we've got, we got some transform options that we could play with that change perspective. So I want to do some aspect of correction. We could play with that victor that go narrow to face up at the top will bring it down. I wouldn't use this, guys. I was saved that for buildings. When you want to straighten your image up, we've got the brush so we can dodge and burn. So let me just show you dodging burn. I'm running my finger over the edge. You can't see what singer but around the edges up there. Can you see I can, Brian, This I felt wanted a white background. I could just keep dodging until I got there. What is going to do is any dark areas that pressure over I'm burning at the moment is gonna bring out the highlights were not going to say this will just want to shake at work. If I click these little arrows, you can see the no toll. So it's gonna That's how you choose on select dodging bird. So what dodges the Dodge is? Make it later, but is making dark and you can literally pick an area on lighting it on darknet. So lots of stuff there quite advanced stuff, really don't need it. And I'm looking to save that. That's one. Shape some of the tools road quickly. Then we've got some selective stuff as well, so we can create a spot on the image and we can actually then select the area on. Why I can do is I can literally just Brighton or Doctor in that area. Can you see? Let me just sit here and let me show you how I use it If you wanted to create a white background. So we have to take that over here. What we're gonna do is gonna take that ongoing Teoh, increase the brightness over here and increase the size. He so happens. And then I've got that. And if we want to create in that one Chris click plus and then I could just do the same there. We'll have done stretched out. Right now, we can create a white background. They're not going to use any of that. That's pretty much them. And then we got some filters down here we can use or what I want to do. So I always like to check. What does my black and white look like? Here's my black and white. We just increase the brightness a little bit. Let me just increase the contrast. Can undertake brightness down because they find each other. And now we might have a nice black and white I can use as a profile picture of fact, I quite like that. So I'm gonna accept that. And there you go. I've got my portray. It's a little bit bright in the face. I could probably take that down. So how I would do that now with I would go back and I would just go back to my tune image. I would make any final adjustments I wanted to make, and I'm happy with that, and we've pretty much done it now. Do you ever think I want to show you the details? So I've got structure and sharpening gonna sharpen the image, and men look better sharpened. Then women don't over sharpen a female portrait. But what we can do is we can just shop so I could jump in there where I can you structure, which is also just gonna create lots of texture and grit and depths. If you've got a really strong lined strong face, you might wanna play with structure, give a little bit more texture to the skin. Now I'm gonna keep find out where to look as young as possible. And that's set sharpening about 10. Click that and I'm done. There you go. I have my social media profile pic hope you can see how simple, powerful this is to create your own profile image using your iPhone. 116. 10 Editing A Female Portrait: So now we're gonna do female portrait. So I'm gonna go select my image. And this is the image I've decided beforehand I'm going to use. We're gonna do exactly the same as before most of it, but we're gonna go through the whole thing, So I'm gonna click my pencil. I'm gonna rotate first. I'm gonna get the straightness that I want. I click that the next time I'm going on a crop this in. So we're just 16 benign work on this one with it? Maybe, but I'm gonna dio I'm just going Teoh select for by free. Keep it simple. Audio track in a little bit. Creates crustless into the rule of thirds. You could see him but the line over the face, and I'm gonna accept that. So that's my start in place. First thing we're gonna do is we're going to do some healing into the healing button. Press healing, Zoom in nice and close. Then we're gonna drag it around with this. We're just gonna scan over the face. I just move any little. That's we don't like number one there. Move around. Real simple in clean up anywhere. We think we need to do. All right. Okay. We're gonna click that Zuma can. We've done a skin clean up. Now, what we're gonna do again? Just slightly different order, Hicks. We got a really messy background. We're gonna really do some more Get this image to where we want it to bay. But before I do that, let me go in and do my basic. So what I'm gonna do is I'm going to tune my image. Click pencil again, Junie. Image on on what we're doing today. Rightness is Have a look, So I need to take us a little bit. Let me just try that. Let me to take it up a little bit. I'm looking at the skin. I'm focusing on the skin. The skin is the most important element yet. Now, in case you're wondering, this is a backlit portray beauty lighting big window behind us in a restaurant, taking a quick picture. Well, that wasn't a selfie. It's the same principle. So I just brought into the face a little bit ambience that see now ambiance is interesting because it's going to start creating. Look under be going for I'm just gonna add a little bit of ambience on this one. I'm gonna sorry to track. So we're gonna take a little bit down and then what we're gonna do Contrast notes a lady. So we don't want to create contrast. In fact, what we probably wanted is removes. Let's just take some contrast down saturation. Always take a little bit off. And I friends tend to be a little bit hot on the saturation shadows Always I always like the dark in my shadow is a little bit so I'm just gonna put a little bit drama by Dr My Shadows Highlights. That's just seed. We need anything there, so I just don't You have a little bit contracts of highlights on this one. Now increasing highlights on ladies skin removes a little bit of impurities. Little brighter skin, the less impurities for lines or wrinkles could be seen. And then we got the warm. Now, this one, I wanted to be a little bit warm. I'm only good time. Just a tiny bit of an adjustment. Click that and I've got my basic adjustments in place. Now what we're gonna do is use a really clever little trick. The lady is gonna love this one. Okay, we're going to do, we're going to go into a pencil. Go. Don't this tool here I am, A glow now, obviously the different presets for glamour. Gloria here Because you can see we can start with number one to make an adjustment. So we want a bad glows. Let's just increase it till the skin starts to blow a little bit. Now what we want to do, you can see it's out in too much. So where we feel it is, we want to pull it back a little bit. So it for me, I think it's about yes, I'm just gonna pull it back a little bit. Don't ever do it. I'm quite happy now would be glow on the skin. It's gonna also allow me to just a saturation of the globe. Want a warm shop? We're code. Shaiken do that. I was going to use this on a male face, which it often dio probably cooled it down. But if it's the lady's face, you probably warming up a little bit. So let's just warming up a tiny well, depending on the subject on the reds in the skin. So we've got that, uh, we're pretty much good to go. So I'm gonna accept that Now what we're gonna do, we're gonna add some lens blur. So we need to create the effect off a deer salah. So let's go in and select lens blur for my filters. Let's match that to the face that we're gonna squeeze and pinch until we've got that in a circle where we want him, which can move it around and adjust it until we're happy When that what we're gonna do is we're gonna increase the blessed strip until everything starts to blur in the background is gonna help is just deal. We have some of these background items in the image, so we're gonna accept that now what we're gonna do, we're gonna add a vignette What I want to do on the vineyard and placed over the face, I'm going to bring it in. As you can see now we're starting into dark in the background was starting to create this really soft below. Look, we're going to select that now. We've got a tricky bit because we've got lots of dark stuff in the background. Still lots of mess going on to, in fact, what I'm gonna do? I'm going to try and add another V. Necks are still not happy. Have dark, That is. It might mean that down a bit. I'm starting toe credits. Really dramatic image. Okay. And we still got a lot to deal with in terms of background. That a little something Pepe part and some other bits. So I'm going to do now. Now I've got it generally wear wanted. Now we're going to go back into healing Mrs Clever part. Now we're going to zoom out and really zoom out looking a really carefully amazing sciences respite like that. Just smooth line after that. So I got this big, you know? Be careful here, so I don't wanna There are going to smooth the edge about the time because it's an algorithm. You miss a play with it. As you can see, we're cleaning up around that a little bit of see if we can drink it in seconds of that for us. Blend in a bit. Just picked out a little bit, so we can just navigate a little bit easier and then just take that out. I don't like about ahead. You want these things in the shop because they're not adding or detracting. We just step back. Those two. They were a bit clumsy, but won't need to align their. So I'm just gonna Well, that line he's in there. Easing around. Check this out. We're going to take this one out. Leave those free cause they add a really nice little touch damaged. I'm not gonna lose those number two across Zuma completely to check. Still have some issues around here. So I'm gonna do on the zoom. Back in around. Yeah, well, it's done. One of healed is just actually hair there and one there much right here. A little bit of a Russian a bit. Okay, so what? We've got those big there now what? I've done the healing. Its's added a little bit here, That's what we're going to come out. We're gonna get to Never tool. Now let's try brush the Dutch in bad. What we're gonna do You want to take it down, So we're gonna zoom in the man. We're gonna run a finger over the areas I run up. Thing is over. The areas around were not happy. We're gonna burn this as well over here. I'm just rubbing my finger. Those not showing anything you should be seeing above ahead. There this darkening. I'm just burning that Oh, technique from their film days on. These didn't have shutters and dodge and burn a lot of that stuff. So look around the edges. Am I happy? Still think of here. So I'm going to remove There's little bits of light above a hair and then I might just a little bit burning around. Yeah. Now what? I'm gonna dio just gonna be ready. Ever way. I'm just gonna charge a little bit around these highlights in the skull. I just want to bring out some highlights. I just want to bring out some highlights. Maybe a little bit in the hairs. Bring a person strikes in that zoom out. We're good click, OK? And we have one female portrait Now, Obviously, I've used a dark backdrop here. This was in a restaurant. I've just taken the image on blown it down. And what I've done as all the focus has been about the face of left the lights in the background there a little bit because I want them to be seen, but have a play tries and different things. The clean of the background, the easier it is. But if you've got a noisy background, the best thing to do is dark in it down and kill. It is very hard, as you saw in the mail portrait, when we hope that patch on the white is really difficult to try and get that back. I could have done a little bit more work dodging and burning on that and dealt with that. But hopefully now you can see this image, so I'm quite happy with this image. I just want to add a tiny bit more glamour glow looking at it. So let me just go back in women blood and I just want Teoh increased glow a little bit more , just suddenness in down. Then what? I'm gonna dio just want to add a tiny bit structure because I don't over softened. We're going to go into details, and that's just in time construction. And I'm done and you have to step away sometimes guys and stopped playing. So there's a simple portrait female portrait with an iPhone and snap seed on. I'm hoping you can see now you can create some really beautiful images with some really simple equipment and techniques on just the phone. You have 117. Mod 13 01 Introduction To Blogging & Copywriting: in this section of the course, we're going to explore copyrighting for blog's and articles. I'm also gonna teach you how to write good copy, one of the fundamental skills we have to learn when it comes to online marketing and social media. Marketing is writing in a way that appeals to a potential customer, and that's what we're going to be covering in this section of the course. 118. Mod 13 02 Identifying Your Niche Audience LB: Identifying your niche audience. This is the single most important aspect of writing articles or blogs. Why niche? Well, a lot of people make the mistake of thinking that when they put marketing content out there like a blog or announce to everybody in the world wants to read that particular piece. What that tends to do is it tends to make the article on the blog a little bit shallow. Because you're reaching, trying to reach to many people, Robin, to speak to a very specific group. Boxing is nearly always much more successful when it's Nietzsche to a particular group. And you will see this with car advertising. When they're advertising to young people, they'll advertise in a certain way your same niche maybe to the moment that sometimes they'll Nietzche to the man, sometimes they'll niche wrong. And you were thinking that car is for a woman and you're trying to persuade me as a man, I should drive it. The way we identify our niche, drive that content. So that means we can be very specific in the shower, right? And who we write too. So who is your niche audience? Who is it that wants to hear from you? What do you need to figure out too? Identify that niche audience. And what we need to do is we need to create a buyer. Persona. Never works. We need to create bulb. And let's ask them questions about Bob. What does Bob want to learn or no. Let's just say you're writing about Microsoft Excel. Well, Bob wants to learn about Microsoft Excel. That's something we know about Bob. How old is Bob? Is it relevant? So let's just say, for instance, you're selling retirement homes. In that instance. How does Bob does he have family? So you're selling holiday packages now and you're writing about holiday destinations. A young man, It's going to go to a completely different location than a man with family. So it doesn't have family worries, hobbies. What does he earn? At what point can we afford to engage with your product? Where does he work? All these questions become very important because if you think about it, if you're pitching to say, middle managers with management training courses, for instance, you want to know what type of industry or pitch in to. Where does it work? What's the pressures is under? What affects him? What problems can you solve for him? Where did the hanger online? That's really important because when you start delivering your blog content and your articles, you want to push them in the right direction. Now we want to take that. We want to draw a picture of Bob, literally get a piece of paper, draw a picture of Bob and make notes around and start asking lots of different questions. These are just summing, I've put together very quickly, but just start touring a persona, drawing a picture of Bob with notes. Now right to Bob. You see, we want to write to an individual. We don't want to write to someone. Much more. Generally, we don't want to write to a crowd of people. And the way to explain this is a taxi driver walks into a restaurant and says There's a taxi here for somebody in shops and across the restaurant. It's not very specific. When he walks into a restaurant and says, There's a taxi here for Jane Smith. Now it's relevant. Now it's Nietzsche. Jane Smith knows as a taxi that for her. And that's the way we've got to be thinking about. We're telling people we've got a taxi we want them to get into. So we've got to call them by name. So now we've got Bob, we want to write in the first person. People respond when they feel you're addressing mm directly. And that's really, really important when you develop your writing style. If you write to the person, if you write to Bob, Bob will engage with that. If you write, generally, people find it less interesting. And what we wanna do is we want to focus on educating Bob in his helpful a manner as possible. If we can educate Bob, if we can help up, if we can solve Bob's problems. What we're going to find is Bob is going to respond to articles or blog post. So ask yourself this question. What is it exactly that you want Bob to do at the end of your blog post? Is there a specific action you'd like them to take? Maybe you'd like them to give you your email address. Maybe you'd like to introduce them to your pay services or products. What is it you want Bob to do? And you must always have that in the back of your mind. So when you create your little post-it or your little picture and you draw your picture of Bob. And I'm literally mean doors strict member Bob. And your right around it, make sure the right at the top, you write what you want Bob to dare. And just be very clear about what it is you want Bob to do. And that's where people struggle with online marketing. Sometimes on marketing in general, they're not very specific about who their niche client is and what they want them to do. And if you can be specific about those two things, your blog will become much, much more powerful. And we take a lot of time identifying a niche audience before we write a blog. So you might have many different niche audiences, but don't worry about it. One of the struggles people have when they've got lots of different products or services to sell, they wanna put F for them, their homepage. And people have this mistaken idea that our homepage is our landing page. The best landing page on your website is going to be your blog or your articles. Every time we run a new blog or new article, you've just created a back door entrance onto your website. The more blogs or articles you can create, the more landing pages you have. That means if you've got five or six or seven different services, if you wrote five or six or seven different blogs, you got a very specific landing page that speaks to Bob, Jim, Sally, Poker, Jeff. It's going to land on each one of those. So when you've got different services, different needs, and you want to write a blog post. Don't try and write to everyone on that page, deal with Bob and then move to Sally, then moved to Jim. That's the way it works. 119. Mod 13 03 Finding Your Style LB: So finding your style, here's the golden rule, except that some people want like what you write, Think of it this way. If you knew everybody in the world, if you knew everybody in the world, do you think everybody would like you? So one of the ways of dealing with rejection issues is just from the start recognizing that people are not necessarily unlike where you do. Some people doesn't matter how hard you try, how nice you are, how focused you are. Some people are just not going to like the way you write or what you're writing and they are going to disagree with you. We're not worried about them. We're worried about the people that do enjoy what we write or find it useful and relevant. And we focus on them. And we don't worry too much about the people that are just going to criticize. And that's a big thing for some people. Getting over that fear of rejection. Seriously, don't worry about it. You know, I've had so much criticism over the years for different things. So I write content or, you know, do I appear in a video? Some people are just not going to like your style. So just find your style. Now avoid negativity. Now, it can be a little bit trendy at time. This idea of going out there and, you know, Cretan and negative voice in the world. But you know, people don't tend to want to listen to a mono all day long. Have you ever been with someone who just modes all the time? You want to avoid that in your blog writing, you're trained, encourage people, help them. You know, you're trained to construct something that's positive to get people to read. So I would always encourage you to avoid negativity. I would also encourage you to avoid using swear words. That's quite fashionable at the moment. But I would say be very careful about that. Because when you do that, you wipe out a following, a potential following because some people are deeply offended when you expose them to language. They're not comfortable with staff to consider. Are you really willing to lose them as an audience so that you can express a certain way of talking that they would not find socially acceptable. So think about your audience sink about who they are. But everything is right in a style that they are going to appreciate. You would not write the same way to a teenager as you would retire person. So think about that. But always, always, always have a strong, positive message that you want to share and give to people. Now be conversational, talked above. We just talked about Bob and how to identify him. When you're finding your style. Just told to him, be conversational. Sometimes we try too hard to be a specific style or type a row in a certain way. But people tend to to conversational type writing. So think in terms of just being relaxed. And the only time I would say not to do this is if your audience expects a very technically precise article. And in that sense, you give your audience what they're asking for in terms of tone and get people to connect. Always try to be conversational. Wave your potential audience. Be yourself. Don't copy Shakespeare. You know, no two people talk in the same way. So be yourself. Be natural. Don't worry about sounding like the famous writer. Don't model yourself on someone else. Consider your audience and maintain that politeness at all time. You know, this comes back to what we were just discussing. Really, really think about your audience. Think about what they want to hear, what they want you to say to them. But do it in your own style. Bsl. Pick your passion. People always produce their best Britain work when they write about their passion. Find your passion. Think long term about this. Could you happily write about every week for two whole years? And they're really successful blog often takes a year to two years to get going. So think about that beginning a UK committing to writing about this subject for the next year to two years, at least once a month. Maybe twice a month. Maybe once a week. Maybe twice or three times a week. Think about how much you're gonna run and also think about how often you want to write and you'll find in your style, how much content can your followers actually consumed? So think about it in terms of, you know, if it's cookery blogs or articles. And maybe once a week, once a week they want to hear about new dysrhythmia. But if it's the atomic structure of something or other and it's really technical in-depth. People might anyone that once a month. So think about your audience, but make sure you're writing about your passion because if you don't, what'll happen? 234 weeks, you'll disappear. Now, sometimes we write marketing material. I will write marketing material may be for client is hard to be passionate about the subject. We have to find your passion even in that. So if you're taking this course, for instance, because you're in the social media industry and you want to improve your blog writing or your article writing. And now you haven't that deal with subjects that is not your natural passion because you're a Fed pass and being asked to write that, then you gotta get passionate about delivering the quality of the writing. You have to find passion. And if you really struggle to write about stuff that probably telling you that That's not a career for you. I remember top copywriters can earn incredible amounts of money. So this is a good opportunity for you to develop a very strong skill for your own business. Or if you're immediate professional for climbing up and getting higher-quality clients. But if you get good reputation about being a good blogger article writer, people will use u. The other thing is this is the translator principle. So yes, we're still finding our style, but we want to be the translator. So you're good, right? Who is educating others will translate an area of expertise into layman's language. What does that mean? That means, for instance, I'm a photographer and if I say to people, Dwight descend exposure for an image is a combination of ISO, aperture and shutter speed. I'll have to balance all those free and exposure triangle to get the exposure I want. And I also need, men need to prioritize which of those people are just going to switch off. I need to translate my error expertise into layman's language. So if you're trying to sell a service or product and you know, a potential client group would benefit from that. But they don't necessarily have the technical understanding. You now have to educate them. Now of course, if you are writing. A specific technical area and you know your audience understands the language and use that language. But a lot of the time when we're selling a product or service, the other person doesn't understand. So when it comes to communicate marketing, for instance, I will use the principle of this is like this. I will take an example of something they understand and that I will create an analogy and connect that to the very subjects that I'm discussing. For me. One of the greatest examples I've ever seen this is in the parables of Jesus and the Bible. He says, My sheep hear my voice and they follow me. Now when people read that, they don't necessarily understand what he was doing. But at the time he was writing, he was talking to a culture that was predominately farming community have extremely large pharma and community that culturally bread sheep. So they understood what he was talking about. He would use language from their daily lives and explain deep spiritual concepts. And when we take that and we apply that principle, we can say, this is like this. This is like something you understand over here. And that's one of the skills of learning to translate a technical area into a layman's terms so that they can actually access the information and think about it whenever someone new comes to an area, especially technical area or an area they're not familiar with. You need to break it down. And if you're the one who breaks it down, if you're the one who educate, they will come to you. So whenever you find your style and your writing to people that don't necessarily understand your field. And if you're selling a product or service, that's often the case. Break it down for them. Don't use big words and short ones will do. And one of the most important things is people don't know what you know. When people learn anything. When they first come to that subject. It's like behalf to learn a new language. And it's like if you go to university or college, you have to learn something. The most difficult things is learning all the terms and the concepts you learn in HTML and CSS. And you're learning all the different terms and classes and all the rest of it. It's those terms at Froyo. And we forget when we are writing that people don't know what we know. So what we wanna do is remember that. And that will simplify our writing a lot more because now will be breaking it down to the lowest possible denomination we need to so that people can comprehend it. And if you do that in a technical area and you're the only one doing that, you'll find that your content gets popular very, very fast. Because it's not about using big words. It's not about, you know, looking intelligent. It's about helping the reader comprehend what you're trying to say. So you have to remember. People don't know what you know. 120. Mod 13 04 Preparation LB: So let's look at preparation when the most important things an article or a blog, right, can do is have some type of idea storage. And nowadays with mobile phones, we have Google dry. We have apps that we can store content on. There's loads of ways of recording ideas, record your ideas in cloud. Ideas and the cloud, obviously the internet, it finds some apple something if you've got your iPhone would be all the time. Find an app that will do that. Ideas come at all times and if you don't record them, you'll forget them. So it's really, really important. You've gotta really quick access the somewhere that you can store them. And if you're not into iPhones, you need to mobile phase haven't notepad, little notepad carry something with you where you can record ideas because you will forget them. You all a sudden. You'll be talking to someone and all sudden an ideal come you realize they haven't understood you, but it's a great article. And then you go home. You know, that was our core. Where do you get ideas from? You wanna listen to customers questions. Now I'm going to talk about GPB questions here. And I don't mean this to denigrate people. What we have to understand. It comes back to what was talking about before. People don't know what, you know. So they're going to ask stupid questions. And if you start seeing the same stupid question over and over again, that is an idea you need to store for an article because it's the basic questions that get the most traffic. And we write in a blog, that's where we have an FAQ frequently asked questions. These are the things that people constantly asked on a website. We'll put an FAQ. You wanna start writing like that when it comes to your blog or article or blog or an article can end up with a list of FAQs. And that's the way you want to think about it. But it is the really obvious stupid questions. I remember talking to a client and they were an accident claims firm. He said, I have someone who applied to become a member of my franchise. And it was sudden franchises and he still does all over the UK. He says bees up in one of the remote parts of Scotland. He says, I don't think it's gonna be that much customer up there for him. And I said, well, what happens when a deer runs in front of the car and he hits it? And that's my LLC. As a stupid question, there's my mental image of a car accident, Scotland and there's the debt running everywhere and, you know, if you're not careful you can hit. And he looked at me, gone out and he said, well, design assured so you can't claim anything. And that was completely obviously, but it wasn't obvious to me. And there's another cone. What happens if you hit an animal and you cough, you insurance? That's an article, people don't know that. I didn't know that. So listen for those OS and everything is listened to discussions as lots of listening posts you can place. So, you know, find forums where people are talking about your area. And if you see the same subjects come up all the time, listen to them. When you go out and you're listening to people in groups of conversation and your target audience, listen to the discussions, listen to what they're talking about. Because that's the thing you can write about and everything. It's a great way of actually saying when you've already written the article and they say that, you know, either in person, sign-off, gone out, gloss, and you link to them all in a forum. Great way to drive traffic to your website. It's beyond a forum. Answered a question in one or two lines. Say, if you want even more information on this, I've got a blog. Never just post your blog to the question because people think being lazy. But if you just write a couple of lines saying this, yet this is the best thing to do. Do this. If you get a chance, check this out. And drive him to that blog or the article, that piece of content. No thing to do is keep up on the news in your sector. But one of the things you can do on Google is set up a Google News alerts for anything in your area or sector. So keep on top of that, set up a Google. Just search that on Google. You'll see how to do that very simple. Set up a Google Alert and then just monitor those e-mails that come into your inbox, newsy mouth. If you see anything that's relevant and up-to-date and interesting that you think might make great content. You're on top of it. And remember, all the time, you're always thinking about your end objective. What does Bob wants to do? What is it you want Bob to do? Aligning those two values. So whenever you're collecting content ideas, whenever you're writing them there, you're collecting them for Bob. Maybe you've got a bulb, a gym, and a sally. Then you need to maybe have free folders on line or a free separate notes for Bob, GMO Sally, you know, so for instance, for us, we've got website design, we've got online training, we've got video marketing. So video marketing and training, online training, marketing training are two different things. So I've got a Bob or Jim and gasoline and that's the way you need to think about your preparation. Ingrain that into everything. Now think about the length of your articles and blog posts. Don't waste people's time. You know, people write mega long articles to rank, to get search engine optimization, to get SEO. But you know your rank if people actually read your article and act on it, that's actually going to help you rank just as strong if not more. So what you're trying to do right, for people who are robot. And even if it's not marks and even official personal blog that you want to write and you're taking this course right now, the temptation will be, well, once you learned, start learn little bit about sci fi, right? Really, really long articles I'm going to get found in Search. Don't forget your audience. Always prioritize engagement with your content. Because engagement will give you ranking. And this mindset of writing. I've heard of people writing 20 thousand word documents on the internet. And, you know, it's all SEO. Yeah, I've really got making a commitment to read that. You know, 20 thousand words. I'll buy book if I want to read that lock. So really think about the user experience. We mustn't waste people's time and we always focus on getting engagement Ghana reaction. And then to do something rather than if I write a really long posts, I really wanted to address that because it's a bit of a, you know, an idea that's out there. The longer the article a better, actually, no more engagement, the better. So sometimes short articles are best. This is a guide for Google's index in probably want to be free a 100 words. So you want to be around an A4 page for an article. To note you're gonna get index. So two or three lines, you're going to struggle with the index obviously. So be thinking of free 100 words plus, but then be thinking, you know, Harlem's it needs to be for my audience. How long are they going to be willing to read it and don't make it overly long unless the audience and the content justifies that lemma. Here's something that's really important. Keyword research. Should you do before or afterwards? Now there's actually two techniques. When someone's trying to optimize a niche website, what they'll do is they'll find keyword phrases that are really popular and that take those keywords. And now right, about those keyword phrases. And then there's a second, which is right, and then find keywords to insert afterwards. I would encourage you at the beginning to use option to write naturally, right in your style. And then when you've finished your article, now do some keyword research. Now go for your article and we're going to talk about some tools later on. Go for your article. Use some keyword tools and replace some words because you're gonna see some variations. You can see some different ways of saying the same thing. And when you do keyword research, I would recommend you do it that way. There's no right or wrong and miss. Some people are gonna disagree and say, oh Nation always right around a keyword phrase. I always, I always write naturally right from the heart. And then when you finish polish off with some keyword research. And the other important thing is you should always avoid keyword stuffing. This is the practice of assuming, just because you've got the same keyword in your article 500 times that you're going to rank better. Yes, there's an argument that maybe put in a title and then in a paragraph and then phi of r1 and never paragraph that Google's gonna see that on the page. They're gonna rank. If they look at your page and think you're just keyword stuffing, they're going to penalize your page. So that's why we insert keywords naturally. That's why we're not just keep repeating the same word. And the other thing is, we're not right for robots. We mentioned that we're writing for people and we want them to engage. And if they just see random list of words and stuff, there's not really written for them. They weren't engage. What you find is when you write naturally and then go through and do keyword research afterwards and start switches some words out. There'll be a natural flow to it that's going to be rewarded by Google, Robin and penalized. So that's one of the reasons why I say, right from perspective number two, because when you write from perspective number one, the temptation is to write for the search engines. We have. Number two, it's going to force you to think about writing for the person and then the search engines. Second. And we want to get that in the right order. We don't want to go search engine first, audience, second one got audience faster search engine seconds. 121. Mod 13 05 Page Setup And Formatting LB: So let's look at page setting a formatting on the first things we wanna do is we want to actually explain the page. People need to know what they've landed on is right for them. So it's always important to tie to your pages and your URLs. So let me show you what that looks like. So as we can see on this page, I've got a URL which is Ada marketing funnel. As you can see, I've got eight a marketing funnel at the top day the things I want to actually start competing for my URL, but it's free marketing tips for SMEs. So my audiences in the free marketing tips for section for SMEs, I'm being very clear about the benefit of this and who this is four and we'll talk about that with title is a little bit later on. But the point here, do it trying to make is this is very clear about who it's for that little title. And then the URL can help with that as well. And also, obviously, if we've got some keywords in the URL, don't go crazy with SBA who've got some keywords in the URL. It doesn't. Seo ranking is not about grammar. It's about ease of consumption. People want to consume content easily. People want to consume content class. This is such an important part of our Page Setup and our formatting. People want to be able to get to the content. They need really fast. We live in an information age, we're all bombarded with information. And there's nothing more frustrating than trying to find some inflammation, finding resource than having to scroll through and find, BE confused about where is the information, how do I get to it? When the person actually going to get to the point, people want content really quickly and precisely. So we need to allow people to scan. Headlines, allow people to scan and find the part they want to read. Short paragraphs of two sentences are easier to speed read and subheadings and bullets help people to consume content fast. So let's just go and have a look at that. On that page was just looking at. So as we scroll down, let's look at some headlines. So we've got headlines where exactly in a democracy funnel, the ADR process. We've got some bullets to draw people in the four phases. And then we've got a sub title here, which leads into these. So this content is formatted, so it's very easy, our attention, interest, desire, action. Then we're going to get their attention. But one need to see that as you scan down this page, It's very easy to consume. The content is very easy to go. Oh well, Ada, marketing front of swats. Yeah, that's interested in not really interested in that. You don't want anyone else. Quite, yeah. Okay. I'll just read and it causes you to stop. Oh, this looks good. Now we've got this big fancy picture, strategic look and Ada sales for nor can never look at that. Okay, this is intra and you see is broken down all the time, 1-2-3 for lots of different ways of creating a scannable reading experience. And that's really, really important. And another thing we mentioned was short paragraphs. Here we've got two sentences. Here. We've got 123. What a lot of people do because they know it's grammatically correct. Maybe to put two or three sentences together, they get drawn to that, but people want to scan. So you have to give them space. When we write in sales copy of marketing copy. Sometimes we have to throw grammar out the window and unnoticed going to horrify some people. The term on the internet is grammar police. I don't want to offend anybody, but it's called the grammar police. My grandma is not the best in the world, but I don't have to write marks in flow. I don't know how to get people from the beginning to the end of my document and take an action. And that's the core thing. So think about the scanning, really, really important. Do you allow people to scan your stuff by breaking it up? And you think about, look at the introduction here. I've just put some lines out. Why? Because I'm breaking it. Got an image here. I'm breaking and breaking. There's lots of different ways of breaking things up. I want to share a term of you now, head isn't answers. And we're gonna call this the headers and Answers Principle. Headers of great places for questions. What happens when someone asks you a question? You feel compelled to answer? The question and answer format is powerful when you can figure out what types of questions people are asking. If you can match that in your header, then you create a powerful engagement, but you also create powerful SEO. Because that's a question now in your head up. Now the whole of Google search is found on this communication principle of people asking questions and expecting answers. And when you apply that to copywriting, when you go to Q and a. Especially when it comes to education or something where you're trying to teach somebody something, you're going to find the engagement levels increase. So whenever we can, we want to ask questions in the headers and then supply the answer? And that will help people to stop, unread and test out, find some blogs, have a read and see where you stop and be very interesting. 122. Mod 13 06 Links And Actions LB: So let's talk about links and actions. The secret SEO of internal linking now lobby When they do internal SEO work on their blog. And this isn't a course on SEO, this is a course on blog writing, but we must make sure we take advantage of SCI while we're writing blogs. But one of the things people misunderstand or don't know about with good SEO is that they understand that if you get links back from other websites to your website, that increases your search rankings. Because that's showing Google over people interested enough to create a link can point people to your website, or your website must be good. And that develops this release. Really bad practices cranked false links to try and trick Google. But did you know that if you create really strong internal linking. So if you link in your blog from one article to another, it nearly has the same SEO potential as external linking or it can be very, very powerful. I don't wanna make a broad statement, but it can be very, very powerful when Google index your science CEO laid links is very happy. And of course, if people actually then touch traveling down those links, Google attracting that as well. That is something that Google really approve up. So and can create links, especially when you've got one blog or another and mention briefly site. And we mentioned this in this blog. Internal linking is really, really powerful, not just to have a blog. It might be to resources, it might be to paid content, but good internal linking can be very good for your overall website, for your overall blog. Now when we talk about links and actions, question we're gonna ask is should I show social buttons on my site? Now there's different types of social buttons. I'll just show you the ones I use on my website. And then now help us to understand this conversation. We're just about to go into it. If you look further down, we've got some share buttons here and they've got no numerical data. So if you've got a new blog, be very careful about sharing numerical data with people. About your social media marketing. Yes, if you're getting 50 shares or a 100 shares, you wanna put those numbers on there. But if you get one share because it's a new blog or new article, and think very carefully about having that on the page. So I will only show the shares actually validate my content. So like we said, use social buttons that don't display account unless you're getting lots of traffic and then start considering using them. Because all you're doing is you're displaying negative social proof. You're saying nobody else is interested and nobody wants this and you don't need it if the content is relevant and useful to the person. So think about that. Avoid lots of calls to action. Your main call to action. Remember, what does Bob wants to do and what do we want Bob to do? Your main call to action should be prominent and promoted in your blog and your article. And the way to figure out is when we put a button or something that somebody else can do, we call our call to action. We need to figure out is it needs to have or is it nice to have? And studies have shown the more choices you put on your blog page, the more actions you ask them to take, the more paralyzed they become. So let's go back and have a look at that blog posts I've set up. So we can have a look at this and look at the cause to action on the page and understand exactly what I'm talking about. So as we scroll down, why is a call-to-action? Well, get your free PDF. Here is a call-to-action shared his page with someone. That's a call to action. You're asking people to do something so you have to be careful. I've got more marketing tips here and I've got further advanced training available. So to question, I've gotta ask myself, as I'm writing this blog is, is it needs to have or nice to have. Now this is neat to have because when someone clicks on this, I'm going to get a contact details that email. Now, I've got them in my marketing funnel. So that's need to have more marketing tips will affect click this and go through to more marketing tips. Google will see that, that transition, and the way it works is this. If someone lands on a page and then doesn't go to another page, that's considered a bounce by Google. So they'll bounce off the way Google measure the success of a page is if some other lamps and then click-through onto another page. I can see it if click-through, so that page is taken someone somewhere. So from their perspective then that's a high-quality page. Is that need to have nice to have, that is a need to have things for me because it's gonna help people click through. Then we've got the premium training. And the premium training is a core service of mine, online training. So again, I've decided that's need to happen. And as you go down, go down. There's another little reminder of the call-to-action on the top right, grab your free PDF download of this mind-map above. So I've got that there. And then at the bottom, this article then points to a training course which goes into much greater depth. So that is an essential call to action for me and I'm consciously sliminess down. But when you start out in the last one, to free 45 coastal action on that page, and I push it against my own rules that I should probably lose the premium training link because it's up here and that's the way you gotta look at it. They need to have nice to have what purposes itself, how much value does it have? Only you can decide, but one of the things that is really, really bad is when a page has 50 calls to actions or links to 50 ever pages down the sidebar because you're saying to people go and do something else, go somewhere else. So we really have to be thinking about that. Be conscious of what we're doing. A newsletter sign-up is the single most important action you can generate on a page. So as you saw on that page, at the top right, we had that get your PDF. And if they won the PDF and if it's strong enough value, they'll give me their email address and now they're in my marketing cycle. Why is newsletter sign-up important? Newsletter marketing is really important because it's permission based marketing. Someone has said, I'm giving you permission to send me marketing material. Now, what we wanna do is we wanna make sure that when we give them content, do we keep helping them with keeping useful and relevant to them so that this down our list. No point getting them on the listener bombard number sales messages. There are captured audience have now come into your audience that you've captured. Never seem to remember with an email list, there's a transaction value. So when someone signs up to a newsletter, when someone gives you their email address, they have basically traded with you for something else. So that said, I'm willing to give you my email address. If you give me this resource you promised. And there's a transaction value, people are very precious about that email. And they don't like to just give it away, willy nilly, because they're worried that they're going to get people spam in them. No matter how good your blog or website is, people will forget about it. Once you've got that email address, every new blog, you can email them to remind them to come back and see your new blog, see your new article. It's really, really, really important to gather newsletter sign-up. So think about when you're writing articles, maybe you can develop a free resource. I let me just go back and show you how I did on this article. We gave them a nice shiny mind-map of an ADR sales funnel or an Ada marks in front of and grab your free PDFs so they can do this and they can look at it this way. And they can look at on screen. But if they want a copy of this themselves, I can get it here. But to get it, I've got to give me this. And because it's, I know how popular these mindmaps are and know how popular marketing funnels out when you share them with people, that people will request this marketing funnel. And because they want that PDF, they will give me an email address I can use then to market to them and to help them in the system and bring them into the marketing funnel EMOC sing journey. We want to make sure we've got a newsletter sign up on our blogs. High-priority call-to-action. 123. Mod 13 07 Additional Content On The Page LB: So I want to think about the additional content that appears on the page. If we're using images, don't make the mistake of going up all over the internet and finding free images. The horror stories I've heard of people going on a site. And it says it's free. They take it. And then one of the big stock agencies come along, take them to court, and it cost them several thousand pounds on a website shut down. So avoid copyright issues or all costs. Now one of the things we wanted to do when we use images or photos, we want to avoid the stop. Look what a lot of people do. They will go to a stock site, maybe somebody like high stock. And what I'll do, I'll bring that up for you now so we can discuss this. Stop. Look. So here's a typical sort of I stock picture, perfect people sitting around a table talking about perfect things. And then when we use them on our blog, it starts to look a bit plastic, a little bit transparent. They used to be really plastic and you had to produce plastic images for them. But they've actually started to get a little bit more relaxed now. And they're starting to actually realize that people actually want images are good, but this is not a bad image. You know, this looks a little bit more natural. This one still a bit cheesy stock. Everyone's perfect. Everyone's smiling. And that's what you want to avoid on a blog. But there are some sites where you can go to a not quite as cheesy look a little bit more natural and opposite Everything is take your own photos for your blog. I do actually have a photography course and you'd be surprised how easy is to learn the basic skills photography. Even women iPhones have a look at that training courses as well. But, you know, don't be frightened of using your own images. Take a little bit training, get out there and take your shots. If you're using it for marketing purposes and a bigger company and you're using companies livestock, then obviously try to be a little bit selective. Try not to be too plastic. You don't want Barbie doll images all over because people know what stock photos actually looked like these days. You want to create connection, maybe your images. So what you wanna do is you want to connect Bob to an image to heal, relate to. So think about what image would Bob respond to? And when you use images in the body, don't use too many, but use them to accentuate important information. When we look to my blog post a while ago, you will see that I had the mind map as an image a little bit further down and it just stopped the attention as people are scanning and that's what images can do. They can stop attention. So if you've got a really strong point, that's where you put an image next to it. Adding video content on a blog can be really, really powerful. And it's so easy to do these days. If you've got a half decent webcam and a half decent microphone, you can create a video article from your blog and then assert that video back into the block. And you can use a Google Hangout for DES is a really easy way to record. The other way to look at it as well. If you produce a video first and then get it transcribed. If you go on similar Fiverr.com, a free minute videos gonna cost about $5 to get it transcribed. And then that text once polished up and laid out, properly, broken up, headlined, that becomes an article or blog post. So think of different ways of creating video content in their podcasts is another way. People consume content in different ways. So what that means is some people will read, some people will watch, some people will listen. And if you've got a way of placing all free on that, it doesn't create too many calls to action isn't too confusing. You've given people awaits are actually consume content. And I would say long form content if it's a long blog post or a long article, and it is something that you can deliver by video or podcast, strongly consider adding them. And what this is called, the technical term for this is called repurposing content. So think of it like this. I can write blog, turn that into a transcription, record that as a video. You can then take the video, extract the audio from that video. There's tools out there to do that. Now you've got a blog, a video on a podcast. And now you've created one piece of content, but it hits free different audience types. Now another thing you can do is you can link to other resources. Now we talked about earlier the step fruit at Google likes to see. So if you put resources on a page, what you might wanna do is create another page with the resorts on it and then link through to that page and they access that from there because that's going to be good for SEO. And you can add different things to your page like PDFs, recipes, mindmaps, resource guides. But always try to get that transactional email in place. Always try and get that exchange fast. 124. Mod 13 08 AIDA Copywriting LB: So let's have a look at Ada copywriting. There's full stages to aid a copyrighting. The states are attention, interest, desire, and action. Attention is typically the main headline. Interests will be the opening paragraph. Desire will be main body texts and action is the last paragraph. So what is this aid are all about? The first thing we have to deal with a blog post is get people's attention. You have to have a title that they will respond to in one form or another. And we're going to break this down into the different sections and look at each in detail interests and is an opening paragraph which then encourages people to read the main body, which educates them and deepen their understanding of what you're doing to create enough desire to take the action you're asking them to take. And that is the Ada flow. Really simply broken down. The input originally developed for sales copyrighting side, it would go in articles. And they realized that if they structured the sorta copy with this, that was a lot of response. So this has been successful for over a 100 years. This is a really, really good way to structure a blog or an optical. We know it works. 125. Mod 13 09 Attention Phase LB: You know, you just got free seconds to get someone's attention. Free seconds to get them stop. And pause long enough to actually give them some information to persuade them to read. So that's 101, one hundred, two hundred three. They've got the attention part of a blog or an article is really, really important. And that's why we must really focused on titles. Different ways we can get their attention are we can ask questions, we can use humor, we can surprise them. We can be different every time we've got to optimize for SEO. And traditional Ada attention title writing does not optimized for SEO. So that causes a bit of a problem for us. So what we need to do is we need to balance SEO and sales copy in our titles. So what I'm gonna do, I'm gonna show you an example mind-map where we've done that so you can see how that actually works. So when we're writing your title, there's two things we have to balance, and there's two questions that we have to ask. We have to balance. Seo, thus is traditional sales copy, so we have to get both of those in our titles and we don't have super long titles cuz google White index them. You probably want to stick between 6080 characters for your titles if you wanna get them Index. Well, the first question is, what is your client trying to buy? What is Bob trying to buy? Well, how did they serve? And this way, we come into some keyword research. How do they search? And they're using layman's terms or technical terms. Remember, when we ask those questions about Bob will know whether they're trying to solve a problem in a failed during familiar with, That'll be layman stamps. Or they're familiar and they just want some strong information. Now we're going to be technical. What keywords that are used? We can use some different keyword tools and going into that later. And then once we figured out what question they're asking or what they're trying to understand. We can take that as the first part of the anticipated search query. So now we've got the first part of the title, How to drill a hole in a wall. We know Bob wants to know how to drill a hole masonry. Okay. He's broke a couple of drawbacks he wants to do. He wants them to figure out. The second thing was, what are they going to gain is going to be emotional game? Is it going to be an intellectual gain? Is it going to be a physical game, emotional gain, or they're going to have an emotional game, isn't going to be an intellectual game. Is there going to be a physical game in Bob's case now it could be an emotional gain is how do I stop breaking drill bit and hurting myself? It's the emotional gain is implied in what he's doing. So you might write a title, How to drill a hole in masonry about injuring yourself. Well, that actually might be physical gate. I hope you can get the Point. One of the things you see with emotional gain, a lot of time and emotional gain is very powerful. The way people tend to use iloc perfume companies, as you're going to feel like this, you're going to look like this. This is the way people are going to respond to you. Intellectual gain tends to be, you're going to learn something, you're going to improve. A physical game might be your gonna have security. Maybe you're gonna be sitter, you're going to be healthier. So there's lots of different ways to look at it. You choose a strongest gain. You described that gain as a benefit and that becomes a second part of your title. And you put those two together and you've just balance the SCO and the sales copy. So you hit any SEO keywords, but you're also making sure that the benefit is very, very clear. So I'm gonna go now and show you some examples of this in real life. Here we have SME here as training page. We have lots of different training modules on here. So this is all the training on our own website. Now what you'll notice is this one is very intellectual. Create a YouTube marketing video, planning, filming, marketing and SEO. Okay? So the intellectual gain is they're going to learn how to create YouTube marketing video. But the keywords are planning, filming, marketing and SEO. So I'm making sure I'm hitting that, but still sounding like I'm saying something. So build a social media marketing strategy and grow your business. So this is emotive. Grow your business, that's an emotive. Requests build a social media marketing strategy is what they would actually search for. So they might search for social media marketing strategy, Social Media Marketing builder, social media marketing strategy always keywords that are in their social media marketing for business, Can you see we've laid all that in, learn how to write a marketing title. It gets peoples attention. That is very clear. Bob is going to understand exactly what I'm telling him. This is, this is a tension. This is how you get attention. Make money online, online, digital residual income, business models, very emotive, very physical as well, because someone who's visible means I need to feed their family and they need to pay their mortgage. They're looking at ways of increase in their income. They can be very emotive needs as well as physical. So again, it's a very clear benefit. You're going to make money online, but we also want to balance but digital residual income business model. So some Muslims actually residual income online residual income, online residual income business. They're going to find that now, here's improve your photography overnight with any camera. So we've got improve your photography and we've got cameras in there. I've not gone really heavy on the SEO on this one. And I could probably poke up or more keywords in, then it probably needs to work on that a little bit more. But the claim is you're gonna improve your photography overnight, okay, so if you take that course, I would expect you to be a better photographer the next day after you've watched it. And that's what I'm claiming that if Bobby's wants to be a photographer, overnight, tasks very powerful with balancing the SEO and the sales copy. 126. Mod 13 10 Aida Interest Phase: So let's have a look at interest. Interest is always developed in the opening paragraph. You've only got about seven seconds to drive readers to the desire content. So you want to keep it to two or three sentences, maybe four or five. But don't be afraid to split your paragraph. I'm gonna show you what that looks like. One. The power of things you can do is ask questions. Remember, is that hate? Innate headers and answers or questions and answers in this incident was no header. But when you start asking questions and if people have got the same type of question in their mind, they're gonna interact with your content. So let's actually have a look at that on a Web page. So we've come back to the blogged, and as you can see, we're asking a question, straight way. So if you create a product or service or sell, but you don't know how to market it, I see it. So someone struggling to market that's a question. They're gonna have a name again Acid. What do you do? You need a nadir marketing funnel. Why? It will help you automate your marketing, and it will enable you to get sales from your social media marketing. You see, by asking questions and in given answers, people will buy into what you're doing. And you can see I've got 12345 I wouldn't go any more than that. Probably main questions in my head of section while six in total If you count the 1st 1 six lines. Sorry, not questions. Six sentences, but they're all very punchy and short set for the 1st 1 I could probably improve that and short on that one. So this is interest. What was saying to them is, OK, a title. His market product service online within eight of marketing funnel again. That's very intellectual on the market that way. But when they come down, you know how you gonna sell, How you gonna market what you've got, what you need in a day marked, Why don't need that gonna help you automate your marks an hour. Sounds good. Is gonna enable you to get sales from your social media market. Okay, now we've developed some interest on that's what we need to do. We need a short section at the top off article or Blood post which compels people to spend the time to go a bit further 127. Mod 13 11 Aida Desire Phase: so design now is the main body area. We want to break it up with headlines, remember headers and answers. We want to make it very useful. The role of good content for the consumer is two Golden Road. Make it useful. Make it relevant to make a useful for Bob make it relevant for Bob. What we want to do is and some multiple questions whenever we can, because that's gonna be good for CEO because we answer the question and we can get group to pick it up and index it properly. They're going to see that in return that inside and headlines a good places for keyword phrases, search phrases, especially when we do Hey, John, a headlines and answers. We want to mention action content, and we want to remember that desire is educational in nature. So to create desire, someone needs to be educated. Now, when we think in terms of education, we want to talk about the benefits, we want to talk about what is going to do for them. We want to tell them how it's going to improve their lifestyle, how they gonna game, how they're gonna benefit on what a lot of people do is they write about this services. I don't write about the benefits. So what we have to remember is we need to educate them specifically about the benefits on wonder things we don't want to do. We don't know waffle in the desire section. We want to keep it punchy. We can make it long, would keep it punchy and have lots of points now. Results links in desire paragraphs A good but don't overdo it on what we want to be careful of is putting lots of links and linking out of a website because we're sending people off the Web page, if you remember, don't necessarily want to do that because we want people toe hit one page and go to another so that we get good at CEO. So we only do that when we need to do that on Always use internal linking as we've mentioned before. If it's appropriate, so let's have a look an example of that. So now you can see we've gone through the head of section. Now we're getting into the desire were breaking up with headlights or go ater sales. Funny what exactly the aid of process the four phases you don't want. Everyone has a client automating your marketing online of strategic look. So how do I plan an ADA flow the flow from a potential clients perspective? Becoming a nadir? Marketing pro? As you can see, we've got a question. So what is the nature marketing firm? Question? Answer. We've done that there. We want to explain a little bit. History. We've got a link here, which goes to a Wikipedia article so people can understand the ADA marketing process and how it's developed. Remember, this Blawg is about the aid and marketing process. So we take the aid of principle that you're learning here for copyright, and we'll play that for marketing. So I want to give a source for some of the information. I want to talk about the four phases and you'll notice si hey, the principle when you learn ADA copyright and you're actually learning a marketing process that takes ADA and applies it to the marketing phase. So what you're learning now is more than just copyrighting. It is actually a marketing system. Once you learn this principle, it can so powerful you can use it for our all of your marketing. Break it down, Break it down, Break it down. Want people to scan? We want people to understand. I could probably have asked a few more questions in this. So had a plan and a to float. And then again, we've given them some interest. We're linking it to the client's perspective and then at the bottom, we're gonna come to this because this is the action content. So what we're doing is we're trying to educate them. I'm trying to explain to them all the time on a Denmark Cinquanta lease. If they go through this and get it by the end of it there, potentially interested in learning has become a nadir. Marketing pro how to use it to market their business. So I hope you can see how desire content is. Education in nature were no waffling too much. We're trying to keep it. Sure, it's possible. We're not putting too many sentence together. We don't want big blocks of paragraphs. We're not worried about grammar rules here. We're worried about people consuming content. We've got Resource Ling's out and I've only got one there. That's it. And then all the other links on the page are internal and in the desire content. We have actually kept links to a minimum on this article. If I had another article, I would have linked to it from this. That was very close to this. On this subject, I probably will go back at some point. Look amount to one link this out. So there you go. So that's a desire content phase. 128. Mod 13 12 Aida Action Phase: so we want to look action now. The action should be in the last paragraph on what we have to remember. The higher the transaction value, the stronger the action statement needs to be. So what do I mean by that? If you're asking someone to buy a £5 pen, the Axis statement doesn't need to be really, really strong. But if you want them to come and check out a £500,000.1,000,000 pound home, then you need to really strong action statement again. Look what we talked about in an earlier section. We don't have lots of CD eight. We don't have lots of calls to action on. We want to be very clear about the benefits of the call to action. And if you think about it, everything has been leading up to this point on what your temptation will be when you write the article is your start up with the best intentions. It's just something you do when you're writing and it will go really well. And by the end, you're thinking, I need to get a finish, need to get a finish, and then the call to action, which is probably the most important part. You don't spend the time. Um why do suggest is go away, Come back a day later and then go through again and check your copy because you're fine. That oftentimes copy will weaken towards the end because people want to get it finished to avoid that really, really, really focused on this action section. So let's have a look to see how I've approached it in this article. We've been discussing strong statement, become an ADA marketing crow. So there's an implication there that there's another level to this, that you're gonna learn more. This article is giving you an introduction. But if you want to be professional Tate, of course, and then listen to some of the things we've said learn how to development, I learn, is what is an intellectual benefit. Loan had developed a strong online marketing stretch by taking this in depth course on what you what you'll start to realize after a little while is the ADA then starts flowing through into sentences. It starts flowing into statements. It goes fruit thing. You'll see it all the time. Whether you're a business trying to get your online marketing work or your social media marketing professional. So what I just said there Well said, If you're Jim or Bob, this course will give you the skills you need to create a powerful market strategy and grow your business or your client's business. Now I've been conscious there to appeal to core client groups because they're both got the same motivation to take this course. When we take somewhere for the action, we want them to then click through. I want to be careful of the actions here because the action button is really, really important. We don't want to say buying now. If I said bye now, someone is gonna think if I click on that that they're going to actually go to a check out . But if I'm clicking on ADA marketing float training, they're then going to go through to the training course with all the information. So they're gonna click on this button. They're going to go to a course so less that here's an example of a course. Now let's have a look at this same principle again. You'll see it create YouTube marked the video planning, film and marketing MSO technique. So there's my title take this course and create your own. You too mucked and video from scratch on a budget. So there's a strong interest statement there, and then we're going to go into desire. Let's look at this because this is copy. Do you want to create marketing videos for YouTube? Look at some of the points. Do you need help understanding what equipment you will need and how to create video on a budget from his little is £500 or $500. So I'm making a very specific claim. There would be a very specific to Bob's they Look, Bob, I know you have got much money, but you wanted to a marketing video on YouTube. Take this course. Would you like to learn how to drive traffic to your business products? That video. Do you want to learn how to use YouTube to increase your audience? Your brand Do you want to know? To get your marking video found a new trip on Google searches in good s CEO technique. There on the south page. Now, the copy has really ramped up. We're all action content now, so that action but led to this I'm asking for the sound. Now there's no holding back. Okay, so then we've got a testimonial somewhat marks put together and delivered a fantastic courses Clearly very knowledgeable and knowing how to create market a YouTube video This information is all useful and is delivered and very clear organizing, easy to understand manner. And on we go. And it's a glowing reference. So of course I have placed up there who discourse For our case of Bob, This is for you, Bob and Jim. This is for you. Why you should take the course. Here's the reasons why What you're gonna learn these all the different things you're gonna learn. Equipment had set the equipment editing. We're giving them lots of desire. And then again, a call to action on the other side. So as you can see, my action pointed them toe action content. So when we come back now to the button wall will be doing all the time. Is trying to get Bob to where I've been trying to get Bob to visit my sales page, and I have to deepen his desire here to get to the bottom. Now, this is really interesting. I just want to review this a little bit because we got to the action stage. And remember, everything is to drive the actual stage. We've got their attention. We grab their interest. We moved them down for a desire. And eventually we get them to click on the marketing flow of the bottom. Now, let me ask you a question. Someone hits this here. Okay? Read it. And it's not intraday bounce off. Okay, I've lost him. Maybe detail doesn't reach them. We've lost my attention. Maybe we lost interest. Maybe the red desire for this isn't for me. Maybe we got to action. And that's like, Yeah. No, it's not for me. Sometimes when we create a day marked inflow, what we don't understand is a good flow does two things it brings people in and it pushes people out. It qualifies people. So by the time someone's come down on gun freely ada process and have taken action, they are super, super, super engaged. This is our target plan. We've managed to bring them down from the sales flow with a marketing funnel through the ADA copy and taking the action. We want to take on those that were not interested people that weren't Bob bounced up on. That is absolutely fine because we're not. When we use a blogger run out call to get engagement, which is a form of transaction, or actually asked them to do something specific when we lose them, that absolutely fine because they weren't no client. Anyway, as long as we use the aid of float Well, think about Bob and use a lot of the techniques of taught you that, remember is not about copy. And if enough said it's about taking all these principles, understanding the rules and then creating your own way and developing your own system in your own voice, you might know use hate UNAIDS that much, you might use it a lot of the prince. The point is, once you know the rules, then you can break them. The key thing being here all the time is that we're pointing people toe action 129. Mod 13 13 Additional Thoughts LB: So here's some additional thoughts and tips. Proof reading should always be done by Fed pi. Always get someone else to proofread your copy. And the reason is you can't see your own typos of doneness put out that. Someone said that's a massive type on a look at it and then oh yeah. And I couldn't see it. And everything I wanted to touch on very briefly is guest posting. Here, the aboutness in blogs. I do a little research into desk before you go into this. Well, guess Boesen is taking your blog and putting it on someone else's blog. Now, you have to be very careful of duplicate content penalties. Basically, once you've published something on your blog, if you then take that and then put that somewhere else, Google will see that and say someone's copied that and it was yours and they've copied it and we're going to penalize the copy. So if you put a guest blog on someone else's and copy it to yours, you've lost it. There are ways with a guest blog where you can ask them to make sure to Google juice flows back to you. But they have to be willing to code that. So you have to work very closely when you guess blog. What platform should you use for blogged? Now, I'm gonna recommend a company called Squarespace. And I'm going to recommend Squarespace because essentially it's so easy to use and you can see the prices here. Yes, you can go out there and get a Wordpress site and you can do that for free. And that's great if you want to do that, but if you want something that's really easy and creates great websites, I highly recommend Squarespace. In fact, SME heroes is built on the back of this. The reason I wanted to show you Squarespace cuz I wanna show you how easy it is to actually edit. So for instance, all I've gotta do is be AMA page, hit escape. And now I've logged in and I go to the page you want to edit and literally pick up this and move it around the place. Let's put it back. I can create new buttons. It's very easy so I can just click on this little teardrop here. And now I'm in, I can create buttons. I could add a button here. I can go into some really fancy star, cancel out that I cannot forms. I can add images by clicking and inserting, dragging and dropping very 0s. I can insert spaces and lines. So I'd recommend you look at something like this. And they have lots of different templates which you can then customize. And, and they really, really beautiful websites really. As long as you've got some basic idea of design, if you haven't just use one of the templates and stick with that and don't mess around. But I have some people really mess ups quest by sites and it's terrific to sakes. It's hard to do. It's just so powerful and so easy to use. I strongly recommend this as a site. Though thing you wanna think about is we sharing your post repeatedly over time, especially if they're Evergreen. So when you put your post out that you've done all your work and you share it to social media. Don't be frightened to reshare again, especially if you went out square root and it's not dated. Come now you can share it again. You can put it out there because when you first put a post on social media and you share it, maybe only 2% of your audience actually see it. So that gives you room to actually reshare maybe once a month or once every couple of MEMS and put that content out there again. And keep your eye on your best pieces of content. You're best articles. See an opposite with special show you it has internal traffic so you can see which, which posts that are best. Keep your eye on them, update them, keep them up-to-date. Work on your best posts are old times.