A little bit of Facebook a lottta bit of texting, email, website and in-person marketing.

1. Beyond
Facebook
Marketing
A LITTLE BIT OF FACEBOOK, A LOTTA BIT OF
TEXTING, EMAIL, WEBSITE & IN-PERSON
MARKETING.

2. At The Start of Every Workshop
The Rules
Housekeeping
◦ Bathrooms are in this room & upstairs
◦ Turn your phone on silent or vibrate please
◦ Take calls outside
Things to Know
◦ If you have thin skin this might not be the class for you. Our workshops are honest & meant to help you. So
that may mean that you face some constructive criticism meant to help you grow.
◦ I am always happy to chat in person, via email or text with you about your marketing, as long you’re a
Chamber member. We can do free one-on-one appointments. These are also BRUTALLY honest. So if you’re
not looking for someone to literally tell you what you’re doing wrong (in my opinion) then it’s best to skip one-
on-one help. We would of course never belittle you, but sometimes people can’t take blunt honesty so be real
with yourself before booking!

3. Who is your audience?
It’s no secret that one of the biggest consumer trends is the rise of e-commerce. More than three
quarter of Americans go online daily, while 96% of Americans shop online. (Pew Research Center)
Have you defined your target audience? If not that is absolutely step #1.
What age are they? Gender? Is ethnicity a factor? How much money do they make? Are they married?
Single? Have kids? Where are they located?
Who is your current customer?
Who is your potential customer?
Who would find your content useful or interesting?

4. What is your goal/strategy?
If you don’t have a defined goal & strategy for your marketing that is step #2 and #3.
Goal: What do you want your marketing to get for you? More paying customers? More butts in seats?
More people in the door? More website views? Write down your goal.
Strategy: What is your strategy for marketing? Is Facebook your only platform/effort? How often do
you post? Do you have an email list? Is your strategy to reach your goal? If not START OVER.
Is your strategy 1. effective 2. defined 3. attainable
If not it’s time to redefine that strategy & stick to it!

5. Do you have content pillars?
It sounds silly. But pillars are important. Whether you’ve been in business/marketing for years or days,
you need to know what makes your customers tick, what your brand is and stick with that.

6. What are content pillars?
For us our pillars are the foundation of our marketing. If what we post, design or write about doesn’t fit in these pillars it does not
get used.
People
Nature/Outdoors
Events
History
African American Heritage
Shopping
So what could your pillars be? How do you define them? And how do you stay
their framework?

7. How to pillar….yeah I know that’s
not a verb.
For example:
-Coffee mug pic on the front porch w/caption, “Who likes
afternoon coffee?”
-National Sloth Day

11. Do you know what your brand
pillars are?
Brand pillars are easy! Answer these questions.
-What is your brand purpose?
-What are your brand values?
-What is your brand tone of voice?
-What is your brand positioning?
-What if your brand look & feel?
For example, if you’re all about being affordable, a 4 figure price tag may risk alienating
your audience and saying just the opposite about your brand.

12. Why not just Facebook?
Yes, Facebook has a large audience. And it’s easy now because you’re “used to it.”
But the Facebook algorithm continues to change daily it seems like. Facebook is charging more for a
sponsored post now, as well as limiting your organic reach.

13. We’re Gonna Stick Here for ½ Second
Molly Maxine
-Lots of posts, but if that works
👌
-No real call to action very
often
Resilience Couture
-Size the cover photo
-Post times, 8:30am
-For a brand you have a “we”
not an “I”, you are the founder
of your brand
-Explaining the pics some?
Lucas pic
-Not sharing posts, make ‘em
yours
Cakamile
-Oh the #s
-What is some of this stuff?
Educate me, don’t sell me.
Tumbles?
-Picture quality
-Are you making all these
things you put your logo on or
taking from the internet? i.e.
Original Sea Moss graphic
-For a brand you have a “we”
not an “I”, you are the founder
of your brand
-Oh the emoji’s
Live Oak
Chiropractic
-Definitely plan these events
further in advance; postthe
event itself further out
-Oh the emoji’s
-Why all the birth
announcements? I mean I
know why, but does your
potential customer?
Kathy Villafane
-Stock photo use
-Website address spelled in
the cover photo video
-Various misspellings, sneak
leak of a new house, oopsy!
-Lots of posts, but if that works
👌
-Oh the emoji’s
Keep Liberty
Beautiful
-Size the cover photo
-Lots of posts, but if that
works 👌
-Not sharing posts, make ‘em
yours
-Look at who is liking posts
Thomas Hill
Jewelers
-Size the cover photo
-Consider using better quality
graphics. We Buy Gold.
-Random heart health post??
-Posting times
Ery’el Naturals
-All these posts, how do you
order? No call to action.
-Explain more. With 74 fans,
assume no one knows what a
Yoni is or how you steam it.
-Post times
-Same posts back to back
days??
Tattersall Village
Apts
-Size the cover photo
-Who said all these quotes?
-Quotes & dad jokes oh my!
KeepMovinWithAndrena
-For a brand you have a “we”
not an “I”, you are the founder
founder of your brand
-People should get glimpses
into your personal life, not the
the whole she-bang, at least
not without being a customer
-No call to action
-Times for posts
-Lots of posts, but if that
works 👌

14. Tools
Get/use a character counter: Click here
◦ Helps to be sure you’re using the right number of letters & words
Get/use a free subscription to Grammarly
◦ Helps to be sure you’re cutting unnecessary words
◦ Helps you respond with empathy
◦ Helps drive engagement if writing isn’t your thing
◦ Helps with grammar, punctuation and spelling
Get/use a free subscription to something like Canva
Get/use a product photography course if you’re in retail & learn how to take good photos easy!
Get/use an editorial calendar. This will help with all of your marketing.

15. Website Marketing
•You have 8 seconds or less to capture the attention of a web visitor.You’ll want to do this with a
compelling headline and landing page or your visitors will leave before they even know what you
offer.
•Videos on your website explaining your products/services lead to purchases by as much as 144% (per
ClickX)
•What’s important on a website: reviews, logos of companies you’ve worked with before (your
Chamber member logo, hint, hint), make sure your website is fast (Google has a free speed
analyzer), limit the content until people sign up (they want Rhonda’s make-up tutorial, better enter
that email address pal!).

16. Website Marketing
•So do you have a website? Even something that is static?
•Website marketing doesn’t have to mean selling on your site. It means driving conversions. More visitors means
more opportunities to try and convince potential customers to buy.
•Basic website pages with NO SALES
• Home Page-reviews/testimonials, email sign up & nice visuals
• About Us Page-who you are, tell your story, have a video
• Blog-builds authority & promotes your product
• Social plug-ins
• Mobile optimization
• Visuals that inspire emotion & show clearly what you offer
Great resource for Small Business to break this down click here.

17. In Person Marketing
Building authority through thought leadership is key to developing credibility among industry experts
and competitors. It won’t happen overnight, but you can establish yourself as an authority figure over
time.
How to do this.
-Speak at events
-Teach people how to do what you do
-Write a blog
Many companies offer the same services and products, but you need to make the case for why
case for why yours is better than the rest, and this is done through industry leadership.

18. In Person Marketing-Where/How
-Networking w/other Chamber members at events
-Speaking at events & being a subject matter expert?
-Rhonda why aren’t you speaking at Andrena’s event about skin care?
-The Influence ofTouch
-Do you have aTouch Point Plan?We do!
-Community Building
-Coming together & sharing in-person experiences is the kind of behavior we’ve relied upon throughout history to
build societies & progress as a species.
-In-person brand experiences are a valuable chance to establish that human connection with consumers, a
connection that’s increasingly strained in our digitally mediated lives.

19. In Person Marketing-Where/How
According to Harvard Business Review 93% of companies consider hosting events for customers & prospects as a priority, and
over half of marketers believe events to be the most effective marketing channel. These brands are investing in event
marketing, and mixing it strategically with their other marketing efforts.
Great events create memories. No matter what stage of the buying process they’re at, they’ll feel connected to your brand
way beyond the event.
Whether exhibiting at a trade show, sponsoring an event, or creating a fully immersive customer experience, events reach a lot
of people — and the right people. It can make your audience want to engage with your brand during the event (in-person and
on social) and long after the event (those who undergo a live brand experience tell an average of 17 other people).
-User Experience
-Loyal Customer Event

20. Email Marketing
-Email inboxes are overflowing but 99% of consumers check their email daily
-However even today email marketing is King
-On any social media platform, your account (along with all your fans and posts) could be
suspended or deleted at any time, for any reason, without notice. However, you own your
email list. No one can take those leads away from you.
-Email converts better.

21. How/What to Email
-Pick a platform.We use Constant Contact but have heard great things about MailChimp too! Drip looks popular for
eCommerce, those who want to sell online.
-Build your email list.The right people.
-Offer a something in return for these addresses. A “lead magnet”. Something you give away for free in
exchange. Couple be a digital tutorial of steeping the perfect cup of tea (Cakamile) or a one-on-one style
session virtually (Resilience/Molly Maxine)
-The best emails are going to have:
-A good headline
-Helpful description (lists/bullets)
-Attractive visuals (let’s pause here & talk about pictures!)
-Simple is key

22. How/What to Email
-Send your email from a good IP address
-Send your email through a verified domain
-Keep your template clean
-Show subscribers how to “whitelist” your emails
-Avoid excessive use of “salesy” language
-Don’t use deceptive subject lines
-Include your location
-Timing is key
-Write like a friend
-Be amazing, every time!

23. Text Message Marketing
-You must have people opt in. Otherwise it’s illegal.
-Convenience holds the key in deepening mobile engagement and responding to consumer
expectations.
-Recent research reveals that people spent over 85 billion hours in just three months doing text
messaging.
-Business.com says that text message marketing offers are read rate of 97% within 15 minutes of delivery,
making it one of the best methods of marketing with minimal costs.And that 45% of those mobile
marketing campaigns generate successful ROI.
-We use EZTEXT.com let’s check it out! Click here.
Best texting applications for Small Business: EZTEXT,TextMagic, SimpleTexting, Salesmg,Twilio

24. How/What to Text
-Mobile coupons
-Loyalty rewards
-Special shopping hours
-Exclusive access to content/merchandise
-Use text message marketing to alert your customers to sales that may be advertised on social media
platforms, to remind them to check and respond to emails, etc.

25. Conversion
You’re doing this ultimately to make money right? So how do you take your entire strategy and
convert that into paying customers?
Utilizing the correct call-to-action has a big impact on conversions.
Making sure your visitors, to your website, email, text, etc. are able to take action and convert them
from a reader to a do-er is key.
Not capturing contact information from every person you can is an opportunity loss.

26. Questions?