Social media marketing (SMM) is perhaps the easiest form of digital marketing to get started with. Additionally, it doesn’t cost a penny to actually start doing SMM. As long as the business owner has time to handle their SMM activity, they can do it for free. However, if they treat their business social media profiles in the same way they treat their personal social media accounts, they are likely setting themselves up for failure. It’s important to understand best practices and know how to truly generate results through SMM. After finishing this episode, the business owner will have learned actionable dos and don’ts associated with SMM. Part of the webinar series: DIGITAL MARKETING TIPS FOR THE NEW (OR OLD!) BUSINESS OWNER 2021 - PART II See more at https://www.financialpoise.com/webinars/

2. 2
Practical and entertaining education for
attorneys, accountants, business owners and
executives, and investors.

3. Disclaimer
The material in this webinar is for informational purposes only. It should not be considered
legal, financial or other professional advice. You should consult with an attorney or other
appropriate professional to determine what may be best for your individual needs. While
Financial Poise™ takes reasonable steps to ensure that information it publishes is accurate,
Financial Poise™ makes no guaranty in this regard.
3

4. Meet the Faculty
MODERATOR:
Joshua Lyons – Managing Director of Joshua Lyons Marketing; Owner of CRE Marketing Group
PANELISTS:
Tina Powell - C-Suite Social Media
Ashley Kelley - Mon Chat, Cacahuéte
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5. About This Webinar -
How to Leverage the Power of Social Media Marketing
Social media marketing (SMM) is perhaps the easiest form of digital marketing to get started
with. Additionally, it doesn’t cost a penny to actually start doing SMM. As long as the business
owner has time to handle their SMM activity, they can do it for free. However, if they treat their
business social media profiles in the same way they treat their personal social media
accounts, they are likely setting themselves up for failure. It’s important to understand best
practices and know how to truly generate results through SMM. After finishing this episode,
the business owner will have learned actionable dos and don’ts associated with SMM.
5

6. About This Series - Digital Marketing Tips for the
New (Or Old) Business Owner 2021
Approximately 83,300 small businesses in the United States are closed every year because
of ineffective marketing. This indicates many business owners are unknowledgeable of how to
leverage the power of marketing. While this is unfortunate, it is not surprising. There are
countless marketing companies trying to sell their services, and these services range from
billboards, to social media marketing, to telemarketing and more. Though these marketing
tactics can be very effective, improper planning and execution can lead to failure. As such,
this webinar series is designed to educated business owners on how to prepare, execute and
refine their own customized marketing initiatives. After finishing this webinar series, the
business owner should have a much clearer and strategic plan for their own marketing.
Each Financial Poise Webinar is delivered in Plain English, understandable to investors, business owners, and
executives without much background in these areas, yet is of primary value to attorneys, accountants, and other
seasoned professionals. Each episode brings you into engaging, sometimes humorous, conversations designed to
entertain as it teaches. Each episode in the series is designed to be viewed independently of the other episodes so that
participants will enhance their knowledge of this area whether they attend one, some, or all episodes.
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7. Episodes in this Series
#1: How to Leverage the Power of Social Media Marketing
Premiere date: 11/17/21
#2: Factors to Consider for Video Marketing
Premiere date: 12/15/21
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8. Episode #1
How to Leverage the Power of Social Media Marketing
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9. What is Social Media?
Sometimes an individual will be confused as to what “social media” marketing entails. What
exactly “is” a social media website? And, if you don’t know what a social media website is,
how can you strategically and effectively use it?
To answer the question, there are two requirements for a website to be considered a social
media site. First, it must be possible for a user to create content on the website, without
needing to literally do website coding on the backend of the website. This type of content is
called “user generated content.” Second, once a website user has posted some type of user
generated content, another user must be able to then respond to what the first user
published, with their own user generated content.

10. What is Social Media? (cont’d)
Here are some popular examples of websites that fit this description:
● Facebook and Twitter: Both of these websites allow users to create status updates, and
then make it possible for others to respond to those updates.
● YouTube: This website allows users to publish videos. After the videos are published,
other YouTube users are able to post comments about the videos. The owner of the
YouTube video can also respond to these comments. This makes YouTube a social media
platform.
● Blogs (Sometimes): Many websites have a blog. In fact, WordPress websites almost
always have a built-in blog by default, even if it’s never actually made available to the
public. But, not every blog is technically considered social media. Some blogs allow
comments on blog posts. Other blogs will not allow commenting. So, depending on
whether or not a blog post allows commenting, that will impact whether or not the blog is
considered a form of social media.

11. What is Social Media? (cont’d)
YouTube and a blog might be a bit of a stretch, when it comes to being considered social
media. However, they technically are, as long as the two requirements previously mentioned
are made possible.

12. Why Does it Matter What Type of Website is Classified
as Social Media?
When discussing your social media strategy with your marketing team, and others involved
with your business, it’s important that everyone be on the same page, regarding terminology.
If you want a complete social media marketing plan developed, using all forms of social
media, and you don’t see a blog or YouTube included in the marketing mix, you could be
disappointed. It may be that you considered a blog and YouTube to be social media, whereas
the others on your team may not have shared the same opinion. To avoid this type of
confusion, you’ll want to make sure everyone involved knows what “social media” means.
This will help avoid confusion and ultimately it will help make your marketing efforts more
effective and profitable.

13. Why Use Social Media?
Low Barrier to Entry Associated with Social Media Marketing
One of the most common reasons social media marketing is used is because of the low
barrier to entry. It doesn’t require a single dollar to start using social media as part of a
marketing mix. Google ads, search engine optimization, and even email marketing is more
expensive than the most basic for social media marketing. For social media, all you
technically need to do is create an account and start posting content. And that can be done at
absolutely no cost.

14. Why Use Social Media?
For companies who have virtually no marketing budget, social media may be an excellent
choice. However, most businesses will likely invest some marketing dollars into their social
media activity.
But cost, or the lack thereof, is not the only reason to use social media. And sometimes, even
though there is no cost, that doesn’t necessarily mean you should use it.

15. Why Use Social Media? (cont’d)
Why You Might Want to Use Social Media
Many businesses would do very well on social media, while others won’t do so well. But, as a
good general rule, most businesses that are visual in nature, do well. Here are some
examples of visually based businesses:
● Dance Studios: Family and friends will both enjoy seeing the people they care about
expressing themselves through dance. Whether it’s a solo form of dancing, such as ballerina
dancing and jazz dancing; or a form of partner dancing, such as ballroom, country and swing
dancing; either type of dancing can easily be captured visually in the form of photography and
videography.

16. Why Use Social Media? (cont’d)
● Restaurants: Many restaurants will take tantalizing pictures of their food and drink
offerings. Being able to visualize a savory pizza, sweet chocolate cake, delicious
milkshake or some other item from a menu can inspire prospective patrons to visit
the restaurant.
● Hair Salons: People often go to hair salons because they want to visually look good
themselves. It’s easy to take a picture of someone's hair, after it’s been stylized, cut,
colored or treated in some other way. Showing others what their hair “could” look
like, by visiting the salon, can easily be done via social media.
As a general rule, the more easily a business can visually portray how it benefits customers or
clients, the more easily it will be able to be an effective form of marketing.

17. How Long Does it Take?
Often a new entrepreneur will assume social media is a quick way to generate business. And
while that’s sometimes the case, it often takes a lot of time to start seeing real value from
social media marketing. On average, it takes about a year to really begin to see any
meaningful value from social media. And that’s assuming social media is being done well.
In most cases, businesses that think about using social media as part of their marketing mix
should plan on it being a long term brand awareness play, and not as much a form of
generating quick leads.

18. How Long Does it Take? (cont’d)
For those who intend to see quick leads from social media, it is important to carefully consider
how this will be done and tracked. And the performance should be consistently monitored and
the strategy should be refined on an on-going basis.
For the business that wants to fast-track their social media marketing, it may be wise to run
social media ads. Of course, this isn’t free, but it can be very effective for the business that
has the budget for it. And it can be a good way to generate more leads, as opposed to being
primarily brand awareness focused.

19. How Much Does it Cost?
Social media marketing costs can range significantly. As previously mentioned, it can be done
at no cost, aside from the time it takes to personally manage the marketing activity. Then
again, many companies will hire freelancers, marketing agencies or in-house marketing
professionals to handle the social media marketing.
Costs for management could easily range from a few hundred dollars to many thousands of
dollars per month. As a general rule, it’s very common to invest about $1,000+ per month in
each social media platform being managed. For example, a marketing agency might charge
$2,000+ to manage both Twitter and Facebook, per month.

20. How Much Does it Cost? (cont’d)
Aside from the management cost, you can invest some of your marketing budget into running
sponsored ads on social media. This could cost anywhere from a few dollars per day, to
thousands per day. Whoever handles your social media should also be able to handle the
management of your social media ads.

21. How to Do it Well?
The businesses that most effectively do social media are the ones that have a clear purpose,
goal, plan and strategy for doing so. Just doing social media because it has a low barrier to
entry isn’t usually a very good reason to start doing it, nor does that approach often lead to
generating great results. Here are some tips to doing social media well:
● Have a Purpose: A business may do social media media marketing with the intent of
building general brand awareness. Alternatively, it might be used to directly and
quickly yield leads. Regardless of the reason, there should be a purpose in mind for
being present on social media.

22. How to Do it Well? (cont’d)
● Have a Goal: Having a goal will take your purpose, and provide a more specific and
definite outcome for which to shoot. As an illustration, an archer may have the
purpose of improving their marksmanship. But, the goal would be to hit the bullseye
in the middle of a target 100% of the time by the following year. By accomplishing
that goal, they will be able to more effectively improve their marksmanship. For
social media, a very loose goal might be to increase brand reputation by building a
community of followers who share positive stories about the brand.

23. How to Do it Well? (cont’d)
• Having a Plan: A goal without a plan is simply a dream. Plans make the dream a reality, it’s
important to have a plan. Only by following the plan can there be any real expectation of
accomplishing the goal. An archer might have a plan to use a coach, practice so many
times per week, and improve their marksmanship by a certain score over a specified
period of time. In social media marketing, the plan might be to create a strategic plan that’s
designed to find a type of post that generates the greatest engagement by the followers,
then clear steps on how to refine that over time.

24. How to Do it Well? (cont’d)
● Having a Strategy: Many businesses will create social posts with having a clear
strategy as to what and why to post it. The most effective businesses will put clear
thought into what to post, when to post it, where to post it, and how often to post.
Then, as postings are made, they will review the performance and refine their
strategy to improve the results. Just randomly posting content that seems like it
might be worth sharing isn’t a quality strategy designed to generate great results.

25. How to Do it Well? (cont’d)
One of the main objectives to have, when trying to use social media well, is to focus on
engagement. The number of fans or followers shouldn’t be the objective. Rather, creating
highly engaging content should be the focus. As engaging content is created, the followers
will be inclined to naturally want to share the content created. Then, as the engaging content
is shared, the following will naturally grow.
A good strategy is to come up with several different types of social media posts that seem like
they would generate great engagement. Then, share each type of post on a regular basis.
Review the performance of each type. As time goes by, one or two of the posts will likely tend
to be less engaging than the others. The strategy is to phase out those types of posts, and
phase in new types of posts. This is one way to increase social media engagement.

26. Social Media Best Practices to Consider?
Many business owners, especially new entrepreneurs, don’t have the capacity to hire a
marketing employee or agency. For those individuals, it’s an excellent idea to brush up on
some of the most common social media best practices worth following. Below are some tips
to keep in mind:
● Use the appropriate number of hashtags. There is such as a thing as using too many
hashtags in a social media post. The preferred number of hashtags to use will vary
from one platform to another.
● Shorter is better. Try to keep your post short, in most cases. For example, the
Facebook statistic is that posts with 80 characters or fewer (about two lines of text)
will get 80% greater engagement.

27. Social Media Best Practices to Consider? (cont’d)
● Use photos and videos. Multimedia tends to get much greater engagement on social
media than just using straight text.
● Be strategic with the time of your postings.
● Consider waiting to reply to comments from your last past, until you publish your
next post. This will drive people back to your page, where they will see your new
post and be more likely to engage.

28. Final Words of Advice
Social media encompasses a vast array of websites. Myspace was once a very popular social
media platform. Then it gave way to Facebook, Twitter and LinkedIn. In more recent years,
Snapchat and Instagram came onto the scene. And even more recently, Clubhouse became
a popular social media platform. There are plenty of other social media platforms that aren’t
listed above, but the point is that social media is always changing, and what’s good for one
business isn’t necessarily good for another. Additionally, the way in which you should use one
social media platform will be different from how you should use another.

29. Final Words of Advice (cont’d)
To really be effective on social media, it’s important to first identify the platform that one’s
audience is on. Then, understand how best to use that platform effectively. Each social media
site has different best practices. And to be truly effective, it’s important to understand the best
practices for each platform that will be included in the marketing mix.
After launching and running social media campaigns, review the performance. Always strive
to provide great content and improve the engagement rate.

30. About the Faculty
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31. About The Faculty
Joshua Lyons - josh@jjlyonsmarketing.com
Joshua Lyons, the managing director of Joshua Lyons Marketing, has been part of the marketing world
since 2009. He began his marketing career upon graduation from the University of West Florida, with an
education in public relations and marketing. Joshua worked for several companies, developing and
implementing proven online marketing strategies and boosting their exposure and revenue. After many
years of marketing, in commercial real estate, hospitality and other industries, Joshua began his own
marketing agency, Joshua Lyons Marketing. He launched his business in 2015 and continues to provide
marketing services for clients around the United States. Joshua works with new businesses,
entrepreneurs, larger established companies and organizations that are internationally recognized.
Additionally, his clients range in industry from banking, home repair, medical, professional coaching and
more. His company provides a variety of marketing services, but the core services offered include
website development, content writing and search engine optimization. Those who wish to learn about
marketing can read his company blog, which is designed to help individuals and marketing teams as they
develop their own online marketing strategies.
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32. About The Faculty
Ashley Kelley - ashley@monchatcacahuete.com
Ashley Kelley is the creative director of Mon Chat, Cacahuete, and is a product and food photographer
and videographer, professional writer, and social media guru with a knack for creating content. She
graduated with a B.A in Marketing and since 2017 has helped large and small companies with different
types of digital marketing. After many years working in marketing for others, Ashley decided to take the
leap and launch her own company in 2021. Since launching her buisness, Mon Chat, Cacahuete, Ashley
has worked with a wide range of industries from food and beverage, travel, fashion, pets, and technology
as a digital freelancer. She can craft content that matches your business perfectly, whether it's a flat lay,
product video, an article bursting with information, or a social media campaign ready to bring in leads.
With over 5 years of experience, Ashley knows how to make engaging content that will fit your brand. For
those who would like to learn more about Ashley's services you can visit her website.
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33. About The Faculty
Tina Powell - tina@csuitesocialmedia.com
Tina Powell is the CEO of C-Suite Social Media, a full-service digital marketing and social
media marketing consultancy for leaders in financial services who want to stand out. With
over 20 years of hands-on digital marketing campaign and strategy, Tina’s extensive
experience has kept her on the leading edge of marketing and social media. Prior to founding
C-Suite, Tina was a partner at Beacon Wealth Management, an SEC-registered RIA firm
acquired by Mercer Advisors. Tina is host of In The Suite – a podcast that explores
contemporary themes for women leaders in the financial services and wealth management
industry. Tina is aTEDx Speaker and judge for the WealthManagement.com Industry Awards
and Stevie® Awards. Tina earned a M.A. from New York University where she earned the
Prism Award and taught Integrated Marketing and Leadership in the Graduate Program. She
also earned B.S. from Fairleigh Dickinson University magna cum laude and holds a Series 65
license.
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34. Questions or Comments?
If you have any questions about this webinar that you did not get to ask during the live
premiere, or if you are watching this webinar On Demand, please do not hesitate to email us
at info@financialpoise.com with any questions or comments you may have. Please include
the name of the webinar in your email and we will do our best to provide a timely response.
IMPORTANT NOTE: The material in this presentation is for general educational purposes
only. It has been prepared primarily for attorneys and accountants for use in the pursuit of
their continuing legal education and continuing professional education.
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35. About Financial Poise
35
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