INTRO: Social, Digital is the “Word of Mouth” for 2020
THIS IS A PLAN I CAN UNDERSTAND
It’s 2020 and I’ll be darned if I don’t hear business people STILL tell me that they get business from “word of mouth”.
What word of mouth is that? Visiting a neighbor and asking who they used for their plumbing problems? Calling a friend and asking where they took their car for repair?
Most of the time, that precious “word of mouth” comes from some type of online vehicle.
Facebook hosts (probably) millions of local, neighborhood groups where people get referrals.
Google/Yelp/Facebook/Healthgrades etc. all offer reviews where a satisfied/dissatisfied customer can share their experience with a vendor
BOLD PROMISE: What you’ll get from this guide
Solid foundation for your marketing program. You can freestyle here and there, Instagram working better than FB?
THE FOUR CHANNELS:
They are
SEO & Your Website
Website: Accessibility, Mobile, Easy to contact you: Phone number / button, Forms, Calendly, Appointment plugins
SEO: GMB, Citations, Links, Page titles, tell Google WHAT, WHERE, WHO
Blog: You own it, nobody can boot you, your customer list is $$$$. Videos, Posts
EMAIL:
Why? They’ve opted in, unless you spam, no one can shut you down. In their inbox, on their radar. Low cost, high benefit
How to capture? During invoicing? Hello Bar or other webform. Ads on Social, End tag on videos
How to email? Mailshake, Constant Contact, MailChimp (free, cheap)
What to email? Intro, about us, did you know?, SPECIALS
DRIP: Not too frequently!
SOCIAL MEDIA:
Which channel is best? What are your competitors doing? Where do your customers hang out?
How many channels should I pursue? Simplicity
What to post? Types of posts (Branding, service specific, tips – get ready for summer, announcements (your biz, community) SPECIALS, introduce an employee, go backstage, show how the sausage is made, before & after. Pics, pics, and video once in a while
How often to post? 3-5x per week, what time to post?
Content calendar
Automated posting tools
Your LinkedIn profile: Why? You’re a pro, business opportunities,
How to set up your profile (banner with logo or description, headshot (smiling), contact info!! Especially on Instagram. What’s my name, what’s my company, what do we do, where do we do it and how to contact me.
Be careful what you post! Posts live forever, it’s all great that you have a strong opinion however you might think twice about clicking that POST button. Just sayin’.
Ads
Focus ads on your selected channel
Set a budget and keep a close eye on your spend
Test! Often the image is the key differentiator
Set up a landing page that resembles your ad – Do not send your valuable clickers to your home page.
Tracking: Consider a tracking phone #, Use different landing pages so you know which is delivering, track in FB Business, Adwords or the LInkedin Ad section