There's nothing as lekker as popular demand. It almost makes up for the fact that I was a big ol' nerd in high school. I sat in front of the class (I had horrible eyesight), got A's for everything, snatched up 6 distinctions and all of the book prizes for languages, and made my Jewish mother platz (faint) with naches (pride). Also, everyone copied my homework on the bus. So, 20 years later, the words "popular" and "demand" combined into a phrase and applied to me make my nerdy heart feel happy. In response to popular demand, I ran a free webinar for 87 small business owners on Friday 3 July. These are the slides from that talk. If you'd like to be added to the waitlist for my *next* webinar or talk, please use this link: http://eepurl.com/cT6Z_f You'll find more good stuff here: http://tiffanymarkman.co.za

1. SOCIAL MEDIA
TIFFANY MARKMAN’S
FOR SMALL BUSINESSES

2. COPYWRITER.
TRAINER.
SMALL BUSINESS OWNER.
NERD.
Tiffany Markman
WHO AM I?

6. THE GOAL?
SURVIVAL

7. Want to use
social media
to generate
more
income?

8. PUT YOUR NETWORK
TO WORK

9. Here’s
WHAT I
BELIEVE.

10. Landing consistent work isn’t just about
being good at what you do.
It relies just as heavily on who you
know, and WHO KNOWS YOU.
You need to create a persona on social
media, so people think of you first.

11. LENGTH
SHORT. SHORT. SHORT.
TIP #1

14. 79% OF VIEWERS SCAN A NEW
PAGE; 16% READ EVERY WORD.
Morkes & Nielsen, nngroup.com
DIGITAL READING STATISTIC

15. YOU HAVE
15S

16. THAT’S
3 clicks.
THAT’S 3 CLICKS.

17. CONTENT
FORGET YOUR AGENDA.
TIP #2

18. VALUE. VALUE. VALUE.

19. STRIVE TO CREATE
TRUST

21. What does your business or brand actually do?
How does it talk?
What does it talk about?
What does it want to talk about?
Does it have any events during the year that are particularly
important, e.g. budget time, tax time, year-end?
CREATING A CONTENT CALENDAR
ASK YOURSELF SOME
QUESTIONS:

22. CALENDAR
CONTENT

23. TOPICAL
CONTENT

24. CALENDAR CONTENT IS:
PLANNED WEEKLY OR
MONTHLY
THEMED
STRATEGY-BASED
UNDER YOUR CONTROL

25. TOPICAL CONTENT IS:
RESPONSIVE
TACTICAL
BASED ON
RELEVANT EVENTS
SLIGHTLY MORE RISKY

26. Established business websites e.g. Forbes, HBR
Mainstream news e.g. Business Day
Quality industry associations/institutions
Trustworthy portals e.g. Huffington Post
Reputable local and global writers
Well-moderated blogging platforms e.g. Medium
WHERE TO SOURCE
CREDIBLE CONTENT & IDEAS:

27. PLATFORM
CHOOSE STRATEGICALLY.
TIP #3

28. 1.
ENCOURAGE COMMUNITIES

30. FACEBOOK
HERE’S WHAT WORKS:
Link posts perform best, followed by image and then by text.
111 characters produce the best posts.
119 characters are good; 40 characters are OK.
0 hashtags (tho’ Facebook does support them).
A max of 1 emoji (but only if appropriate given the content).
Jay Baer, convinceandconvert.com

31. HE’S THE HUGE NERD
WHO ANALYSED
6,399,322 SOCIAL MEDIA MESSAGES
AND 11 STUDIES.
Jay Baer
BUT WHO THE HELL IS JAY BAER?

32. 2.
BUILD B2B ‘CRED’

34. LINKEDIN
HERE’S WHAT WORKS:
Link posts perform best on LinkedIn. Obvs.
Text posts come 2nd and then image posts.
149 characters are optimal; then 125 & 95.
0-hashtag posts get the best engagement.
0-emoji posts perform better on LinkedIn.
Jay Baer, convinceandconvert.com

35. 3.
ENGAGE INDIVIDUALS

37. TWITTER
HERE’S WHAT WORKS:
Image posts perform best, followed by text and then by link.
100 characters (incl. link) produce the best posts.
113 characters are good; 93 characters are OK.
2 hashtags are the magic number for top tweets.
Only 1 emoji (if appropriate given the content and/or topic).
Buddy Media; TrackSocial

38. 4.
EDUCATE & ENLIGHTEN

40. YOUTUBE
HERE’S WHAT WORKS:
5000 characters fit into the video description box.
157 characters appear above ‘Show More’ button.
A tight 200-word synopsis performs best…
As long as Google has 500 characters for SEO.
(This is one of mine.)

41. 5.
IMPRESS & INSPIRE

43. INSTAGRAM
HERE’S WHAT WORKS:
Images are best, obviously.
Then live videos, then IGTV, and then Insta stories.
11 hashtags is the optimal number.
The perfect caption: < 10 words and > 20 emojis.
‘Heart-eyes’ is the most popular Insta emoji.
Social Insider

44. STRUCTURE
Tell a story.
TIP #4

45. OUTINTHE
REALWORLD?
No-onehasto
readourstuff.

46. THETRICKIS
persuadingthem.

47. STORY-TELLING
isgoodforthat.

48. It’s possible to cut through
rational barriers with mini-
stories.
Including stories in your copy
lowers resistance to
persuasion techniques.
In other words, your readers
forget they’re being ‘sold’ to.

49. Uneven
movement.
Shifting intensity.
Momentum.
Velocity.

50. It can’t
all be
“shouting”.

51. It also
can’t all
be joyful.

52. Makeit
about
the
people.

53. Emotion
matters.

54. People want
to feel
something.

55. Evenifit’smisery.
Miseryisfine.

56. That’swhystoriesarecalled
NARRATIVEARCS.

57. STYLE
LOOSEN UP.
TIP #5

58. SOCIAL MEDIA STYLE
AIM FOR:
casual
friendly
engaging
simple
plain

59. SOCIAL MEDIA STYLE
BUT HOW?
Write as you speak.
No adverbs; minimal adjectives.
Use ‘you’ & ‘your’.
Short words & sentences.
Fewer ! and :)

60. 1.REGISTER
2.RAPPORT
3.REPETITION
4.STRONG CALL

61. FORMALITY:
HUMAN

62. Talk to them in the
language they use
every day.
FORGET
‘PRETTY’.

63. HUMOUR:
USE WITH CARE*

64. * BUT DON’T BE SCARED.

65. REPETITION:
TOTALLY OK

66. REUSE HIGH-VALUE POSTS.

67. STRONG
CALL TO ACTION

68. WHAT DO YOU WANT THEM TO
FEEL?
THINK?
DO?

69. BEIMPRESSED?

70. FEELINSPIRED?

71. BELIEVE?

72. BUY?

73. OR
JUST LIKE…?

74. THE
END.

75. Q
&
A @tiffanymarkman