7 simple steps to digital success - cameron hill
TRANSCRIPT
Your Social Media Checklist:
7 Simple Steps to Digital Success
HEALTHY REVENUESocial Media & Internet Marketing Agency
Cameron HillDirector, Healthy Revenue
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A Welcome From The Author, Cameron HillHey there! Thanks for taking the time to check out this complimentary report; I think you’re really going to get great value from taking a few minutes out of your day to read this. If you have a paper copy, great! You can get a digital copy too at: healthyrevenue.co.uk/checklist.pdf
The steps come in a progressive sequence, and the best, most potentially profitable ones, are the last couple, so make sure you read it through to the end for maximum benefit.
Inside, you’ll learn:
¤ Why social media is absolutely essential nowadays.
¤ How social media fits into your overall digital marketing plan (and how it ACTUALLY increases revenue).
¤ How to increase revenue with social media and internet marketing when you don’t have the time, staff, or resources to be able to learn, test, and implement it effectively.
¤ The social media platforms you MUST be on.
¤ The exact 4 step formula I use to create relevant, effective content over and over again on a consistent basis.
¤ And…
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¤ How to post content that sets you apart from the competition, making your current customers/clients swear by you, and potential customers/clients choose you over the rest.
¤ How often to post for optimum results.
¤ The importance of specific growth strategies for success.
¤ How to take advantage of the gold mine that is email.
¤ How to drive new business with Facebook Ads and Google AdWords.
¤ How to maximize the revenue you can get from the internet with a “Sales Funnel”.
¤ The importance of online reputation (you’ll be surprised!)
¤ And much more….
Before we jump into the checklist itself, I’d like to take a second to explain why I wrote this report, who it’s for, and why it’s essential.
What’s YOUR digital marketing plan? How does social media fit into it?
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Why I wrote thisI wrote this report because as a young entrepreneur, it astounds me to see so many businesses still struggling online without a clear plan or at least a direction to go in, making numerous, easily-fixable mistakes. Even worse, some businesses still have not made the transition online at all!
There are those that still think it’s possible to thrive completely offline, using old-school, out-dated, and overpriced marketing tactics like flyers, newspaper and magazine ads, and billboards. Yes, it may be possible, but it’s A LOT more difficult (and expensive). If you’re one of these businesses, do not worry! This report will provide an easier path. You’re in the right place J
The problem we have is that, although the vast majority of small business owners understand how vital it is to get online, they lack the necessary time and resources to go out, take the certifications and courses, attend the seminars, travel to see mentors, and learn how to do it at a high level. They lack the staff to implement it for them, and/or they lack the confidence and clarity they need to take the first step.
resources
Time
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I’ve done the research for you. I’ve studied the fields of social media and internet marketing extensively and deeply, tested what works and what doesn’t, and refined the strategies I’ve learned from the best of the best, and continue to do so every day. I’ve compiled the basic necessities into this report for you so you can have more clarity on what is necessary, what to do next, and more confidence that you can execute it properly.
Who it’s forThis checklist is for business owners who:
¤ Don’t have the time, resources, or quite frankly the patience to learn social media and internet marketing properly and implement it effectively.
¤ Don’t have the confidence to create a digital marketing strategy that will see ROI, and execute on it.
¤ Lack clarity on how social media ACTUALLY drives sales.
This checklist is NOT for anyone that thinks that online success can come without some level of investment (either time or money). If you work smart you can save a lot of time and energy, and you can get it done with less time and effort than you currently think is possible. BUT you still have to put in some form of energy/cash investment to see great returns, (which I’m sure you know from your business offline anyway).
This checklist is NOT for anyone that thinks that online success can come without some level of
investment (either time or money).
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Why social media
Social media is more important today than ever before due to the sheer mass of people on it, and the amount of time they spend on it. No other advertising platforms today offer that kind of sustained captivated attention. Television ad breaks are becoming obsolete because people are checking their phones. People have tuned out magazine, newspaper and billboard ads (and a lot of people read these digitally nowadays anyways).
At the end of the day, what are we doing with any form of advertising? We’re simply trying to get their attention in one way or another, build awareness such that it leads to a stronger brand, and usually get the potential client/customer to take a certain action, like buying from us, with a CTA (call to action).
So therefore we must ask ourselves the question: “Where is everyone’s attention?” SOCIAL MEDIA. THE INTERNET. When they’re not on the computer, they’re on the phone. Therefore we must simply shift ourselves in front of this attention, and reap the rewards.
And the best part is that it’s FREE to post as much as you want!
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The Checklist
Step 1: My social media itself?This first step is going to talk about the social media itself, and we’ll break it down into 5 sub-steps. The other 6 steps are about how social media fits into your overall digital marketing strategy.
a) Am I on all the right channels?
“The right channels” vary for every business depending on the industry, their target market, and the character of their business. However, the big 4 99.9% of all businesses need to be on are:
1. Facebook
2. Instagram
3. YouTube
4. Twitter
Each of these requires different kinds of content tailored to the native platform for optimum results. Some businesses may also benefit from the following:
5. Snapchat
6. Pinterest
7. LinkedIn
8. Others…
If your target demographic is predominantly mums then you’re going to want to be on Pinterest. If you want your own personality to shine through in your business, especially if you’re very internet-based and national/global, then Snapchat is a great shout. LinkedIn is excellent for networking and acquiring new clients B2B.
The
BIG 4
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b) Is my content relevant and effective?
All content you post should adhere to the following rules:
Value – It must provide value to them in alignment with the value they believe that you offer to them.
Rare – It must have the “Wow, I never see that on social media” effect.
Inimitable – It must be hard for a competitor to make the same post (how unique is it to you?)
Non-Substitutable – It must convey that they cannot go on without your service/product
If you’ve posted on social media before, take a second and rate it out of 10 for each of these criteria. Take the average score, and that is your “VRIN” score. We want to be scoring consistent 8s or higher.
Eg.
V – 10. Tai’s community sees his value as a mixture of inspiration through attractive lifestyle (Tai is from LA, California, and is evidently travelling in London, as can be seen by the big red bus and Big Ben) and providing nuance success tips he’s collected from his extensive reading. He is particularly good when it comes to the art of persuasion and reading people.
R – 7. Picture quotes are common, but the layout is not conventional, and the picture itself is unique.
I – 10. Due to Tai’s presence in the photo, and the small @TaiLopez watermark at the bottom, this is not repeatable.
N – 8. The post inspires a desire for the ability to travel freely, and to be good with people (which Tai offers paid courses on), but it does not directly link to any of his
services or products.
Overall = 8.75
VRIN
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c) Does it set me apart from the rest?
Your content must also be in alignment with your “brand story” (this adds significantly to the “I” of the VRIN score). The importance of the brand story is consistently underestimated, and most people completely neglect having a brand story at all! The brand story is what sets you apart from the competition and makes customers and clients want to come to YOU, as they feel a personal connection to you.
For example: You run a health food restaurant where you only serve high quality organic food at affordable prices, and your brand story is that you worked a boring 9-5 until one day your obese father died of a stroke. From that day on you were obsessed with finding out as much as you could about optimizing your health through nutrition, and to bring some kind of good out of the terrible passing of your father, you opened your health food restaurant to serve the local people. Your daily mission now is to provide great, healthy food to as many people as possible, while educating people across the globe through social media channels.
If this story were true for you (we can’t just make one up!) then you can see it would be incredibly effective in setting you apart from the rest and giving people a reason to come to your business over others through creating a personal connection.
Ask yourself: What’s your brand story?
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posts
d) Do I post every day consistently?
This one’s simple: Post every day, consistently. The social media platforms’ algorithms (the computer programs that promote or inhibit engagement of posts and growth of users) vary, but they all favour very consistent posting. Actual frequency can vary: for example, on Facebook you might post once, possibly twice a day. On Twitter, you could post 100 times in one day and nobody would blink an eye (which makes Twitter a great platform for testing, as a side note).
e) What growth strategies do I implement?
You must implement specific, pre-determined growth strategies in order to gain traction and grow your social media accounts to increase awareness and engagement and drive sales. Social media is word-of-mouth on steroids, so it’s important to get this right.
The growth strategies will vary between platforms. An example of one for Instagram would be planning out your posts’ content types, getting the ratio of CTA (Call To Action) posts to value posts right, engaging with your audience, treating your community like gold, and utilizing paid shoutouts and “S4S”s (Shout for Shouts) with Instagram users with lots of followers.
followersfollowers
postsconsistent
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Step 2: How does social media fit into my overall marketing strategy?
It’s important to understand social media as a means to an end, not as an end itself. Many businesses post aimlessly on social media expecting to generate more sales, and then look dumbfounded when “it’s not working”. This is when they usually give up and blame the tool, instead of going back to the drawing board and looking at the workman’s technique, so to speak.
Social media is great, and it’s essential. But there’s one problem with it: control. You don’t own it. You can’t manipulate the pages in any way you want like you can on a website, there are restrictions and rules governing what you can and can’t do, and worst of all, you don’t “own” your followers. In fact there are many horror stories of large accounts getting shut down for apparently no reason, and the platform refusing to explain why, or revoke the decision.
Therefore, our goal with social media is always to get them to our website. This is where the magic happens, where we can turn them into a lead, and then a buyer, as we progress them through the sales funnel (see later steps).
www
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Step 3: Do I utilize my website optimally?Before we get them onto our website, we’ve got to have a good website, right? It doesn’t have to be the flashiest masterpiece in the world, although aesthetics are important, but it DOES have to be effective. There are multiple pieces of the puzzle we look for, including speed, SEO (Search Engine Optimization), proper layout, and many more, but arguably the most important and by far the most neglected by small businesses is the means to turn a visitor into a lead by “capturing” their information.
There are many ways to do this, and this step is an absolutely crucial part of the equation. Small tweaks here can lead to quantum leaps in profits. The basic idea is to offer something (called a lead magnet) in exchange for the visitor’s information, usually an email address and a name, and oftentimes more detailed information such as a phone number and address. The key is to align the lead magnet properly with your desired target audience.
NaMeeMaIL
INFO
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Step 4: Do I make the most of the opportunity that is email marketing?So now that we have the visitor’s email address, we can really begin to produce tangible results. By doing this with multiple website visitors (called “traffic”) we begin to build an email list of people interested in specifically what we have to offer. With this list of emails, we can send out regular emails, either once a month, once a week, or even daily, depending on the goal.
We design these emails such that we provide value, as well as adding a CTA so that people click our links and take our desired actions, like buying a product, redeeming a discount code, booking an appointment, or signing up for your service.
Software companies that offer these services include:
Getresponse Aweber Infusionsoft ConstantContact Mailchimp
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We can even set up an “autoresponder sequence” where emails are sent out automatically to people when they sign up, or based on certain actions they take. This allows for a personalized experience, leading to greater returns, and an additional passive income stream for you and your business.
By building an email list like this, we have the ability to immediately generate income simply by sending out a quick email. The larger your email list, the greater the power of this method. You can typically expect to make £1-2/email/month in your list, depending on your niche, and in some cases it may be much more if the right strategy is implemented. And the email list is an asset YOU own and control, not a third party organization.
Usually a mixture of autoresponders and newsletters is optimal.
[email protected]@address.com
[email protected]@address.com
[email protected]@[email protected]
[email protected]@address.com
[email protected] [email protected]
COMpANy EMAIl lIST
SubSCRIbERS
10K
£20K£20K
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Step 5: Do I take advantage of Facebook advertising and Google Adwords to target incredibly specific groups of people?
I often get asked how Google and Facebook actually make money. To the general consumer it may not be clear, but when you get behind the scenes from the perspective of someone who produces and provides value online, it becomes quite clear: their advertising platforms (among other services they’ve added around it of course).
You can think of email marketing as the lifeblood of your business online, and Google and Facebook advertising act as the engines, the hearts that pump the blood around the body that is your organization. These are the means by which we can generate large amounts of targeted traffic to our website to convert into leads and subsequently into sales.
You can think of email marketing as the lifeblood of your business online, and Google and Facebook advertising act as the engines, the hearts that pump the blood around the body that is your organization
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You can get started with playing around with Facebook Ads by going to business.facebook.com or facebook.com/ads. Although Facebook Ads aren’t as cheap as they used to be, they are still the world’s most effective ad platform around if used correctly. The problem is that most people don’t know how to use it correctly! The key lies in proper strategies, targeting, and then thorough testing and optimization. Now I don’t want to scare you here, so let me add a caveat: You can start as small or as big as you’d like. Facebook will let you start for a couple bucks a day, and you can turn ad campaigns on and off at anytime, so it’s worth having a fiddle (or getting someone to do it properly).
Facebook is the #1 ad platform in the world thanks to it’s incredible targeting capability. Facebook tracks all of your activity, including the interests you enter into your profile, your personal information, the kind of people you interact with, the pages and groups you engage with most, even the type of posts you spend the most time on before scrolling further down your newsfeed! It then uses this information to draw up a profile for you and adds it to its database. This allows for hyper-targeted marketing.
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For example, if you wanted to, you could choose to show an ad solely to health-enthusiast mums between the ages of 29 and 37 within a 1 mile radius of Mayfair, London, UK… who also like girly hair bows for their young daughters and brush their teeth with Oral B.
Now, the number of people in that particular ad set might be a little small for scaling, but you could start there!
The ads themselves can come in picture form, video form, and a couple other variations. You can use ads to boost your page likes, to boost post engagements, to skyrocket video views, to drive conversions on your website… The list goes on.
3 female3 lover the gym3 mother3 aged 29-373 1 mile radius3 Mayfair3 London3 hair bows for daughters3 uses Oral B
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Google AdWords is a slightly different kind of ad platform in that it drives “search traffic”. So when you search on Google, usually the top couple posts will have “Ad” next to them in a little green box. These are links from people who have bid against other people to rank their ads higher in the search results for the specific keyword(s) you typed in. This is usually slightly warmer traffic (meaning they’d be more likely to convert) as they’re actively searching for this particular service/solution to their problem. However, they still have to choose to click on your link over the other links on the page, and then convert.
Some keywords are more competitive than others, and it’s a supply and demand business (as is Facebook Ads). The key to dominating these platforms is effective ads, but also extremely effective sales funnels. The good thing is that you can track all of this with Google Analytics and get a rough idea of your ROI. You can even “retarget” people who clicked the link but didn’t convert by showing them ads elsewhere on the internet to try and convert them!
I hope you’ve enjoyed the read so far and found some value here. The next step is extremely powerful, just a heads up…
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Step 6: Am I maximizing the revenue I can be generating directly online with an optimized sales funnel?Now this step requires a lot more creativity and work, but the rewards can be the biggest. What I’m suggesting here is the development of an entire digital sales funnel.
A sales funnel refers to the process by which you take a regular web surfer/social media user from these platforms to your website, and then how you convert them into a lead, and then into a buyer, and then how you maximize your online sales per buyer.
This can seem overwhelming and foreign to some “traditional” businesses, making them feel like it’s not for them and their industry. But what they don’t realize is that they’re already using a sales funnel offline!
All we do is figure out a way to provide the same services on a larger scale online… and then we execute.
lead
£
££
££
leadlead leadlead
lead
lead
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So for example: Jim runs a great local gym, and is looking to make the most of what the online world has to offer. He analyses his and his staff’s skillsets, and he finds that Mary, one of the PT’s, is a specialist in advanced nutrition for high-performance athletes. Another PT, David, has a passion for developing individualized weight training programs for intermediate bodybuilders. Lucy is a specialist in creating quick-fire kettle bell workouts that are perfect for busy mums and dads trying to lose weight, etc.
Jim decides to ask these people to put these skills into a digital information product for each of their markets, and in return he says he’ll give them 10-20% of the gross profits. Jim creates a new website (or outsources it), consisting of lead capture pages, sales pages for each product, and checkout pages, and then lines it all up in a funnel consisting of a core product, upsells, and downsells. He adds email marketing autoresponder sequences for different events that might occur. Perhaps he even includes a high-ticket offer of working with him personally where he’ll coach you 1-on-1 to build your own successful gym business.
The ad campaigns are set up, affiliate traffic is initiated (where other people send you potential buyers in return for a cut of any sales that take place), and the process is optimized, until we have a highly profitable and scalable sales funnel running on autopilot, providing massive value to thousands of people, including Jim.
This is just an example, and the principles can be applied to any type of business. The trick is to think of a way you could offer your maximum value without requiring your on-going time so it runs on autopilot and is scalable.
This might all sound a little crazy and complicated, but I’ll show you how to execute it quite simply in Step 8 (Bonus).
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Step 7: What’s my online reputation like?I left this until last because it’s the one that most businesses care disproportionate amounts about anyway. Your online reputation is how you’re perceived in terms of reviews, ratings, and testimonials on various sites such as Google, Facebook, Yelp, etc. It is very important, but good reviews will follow good business. It also includes getting good PR, and there are definitely strategies for that. Otherwise, apart from asking people to review you, and providing incentives to do so, you’re better off focusing your energy on the other 6 steps, (there’s enough to be getting on with!)
Prospects are much more likely to choose you if you have a good reputation.
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bonus, Step 8: Do I have the time, staff and resources to be able to learn how to do this and implement all of it effectively to produce real results?
Many people will read through the first 7 steps and get very excited, perhaps a little overwhelmed, and think:
“Great. Where do I start? How do I actually execute this? I don’t have the time or staff to do this…”
My company, Healthy Revenue, provides the solution to health-related* (see the end for a list) businesses that find themselves in this very situation; eager to get started, but lacking resources, know-how, clarity, individualized ideas, and/or the ability to execute.
¤ We give you confidence navigating the new digital terrain.
¤ We promote growth in your business, while allowing you to protect your time.
¤ We bring the expertise you need to succeed.
¤ We execute on great ideas and produce tangible results.
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We’ve learned and continue to learn first-hand from the best in the world, inheriting strategies refined with over £20 million in advertising spend.If you’d like to get more personalized help for your business, go to healthyrevenue.co.uk/audit.html for a free audit of your website and social media and a 30 minute complimentary strategy session with myself.
Alternatively, contact us by dropping us an email. Get in touch with me personally at [email protected] and we’ll sort it out together.
I want to thank you for taking the time to read to the end! I really appreciate your attention. I hope you got some great value out of it as promised. It might even be worth a re-read to solidify some of these ideas; I dropped a lot of information on you in one go!
If this is the last time I interact with you, I wish you all the best with you and your business’ digital marketing efforts. If you’re ready for more, I look forward to hearing from you! Let’s do this together.
To your success ;)
Cameron Hill, CEO at Healthy Revenue
P.S. If you found this valuable, I encourage you to share it with a friend that needs it!
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Health-related niches we serve include: gyms, chiropractors;, dentists, massage parlours, health-food stores, cafés and restaurants, personal training companies, dermatologists, physiotherapy clinics and others. Not sure if you fit? Get in touch: [email protected]
About the authorCameron Hill is an exciting entrepreneur with an obsession for producing highly effective systems, optimizing them, and providing maximum value to as many people as possible. He’s studied, tested, and tirelessly implemented strategies acquired first-hand under world-renowned social media and internet marketing experts such as Tai Lopez, Russell Brunson, Neil Patel, Anik Singal, Gary Vaynerchuk, Eben Pagan, and Owen Cook.
Cameron’s other passions include health, fitness, rugby, travel, learning, honing his craft, and spending quality time with quality friends.