building an irresistible brand - lifeonfire.com · examples: buzz, “viral” • benefits: most...
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Session 1: Building an Irresistible Brand
with a “Social Mindset”
• Welcome! • Featuring: Nick Unsworth
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What’s In It For You?
• The 5 biggest social media mistakes
• Vital Social Media mindset characteristics
• Effective FB marketing research
• How to create a brain sticky brand
• How to create and optimize a FB page
• How to design and customize your FB page
• Action Steps
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So what is the big problem that we face?
• Traditional marketing / selling is NOT working
• Generation Y = our future customers
• Generation Y is the LARGEST segment of the
market…larger than the baby boomers!
• They DON’T care about your ad…they care
about what their friends think!
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The 5 Biggest Mistakes on Social Media
1. Marketing & Selling like you did 5 years ago…unlearn it. 2. Spamming or Selling before a relationship is built
3. Not listening
4. Lying / embellishing / and deleting negative customer feedback
5. Lack of focus and consistency aka not having a plan
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Old VS New Mindset
New Age
• Abundant mentality
• Your tribe promotes for
you
• Tribe Syndication
Old School
• Scarcity mentality
• You sell good / services
• Manual labor to get
traffic
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The NEW Way: Create “Earned Media”
• A Definition: When customers become the channel
Examples: Buzz, “viral”
• Benefits: Most credible, key role in most sales, transparent and lives
on
• It’s actually no different than traditional word of mouth and referrals
According to Forrester Research…
(Fans spreading the word)
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Earned media is the __________________ and is
the MOST effective form of marketing.
So how do you create it???
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Give first - Law of Reciprocity
Law of Reciprocity:
• The law states that whatever you do will be returned back to you. If you want to create
success for yourself, help someone else become successful.
• The Golden Rule: “Do unto others as you would have them do unto you”
• “I’ll scratch your back if you scratch mine”
Build Momentum Fast: • Be a connector & solve problems
• Be a hub or the person that everyone calls when they need something
1.
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Engaging instead of Broadcasting
2.
VS
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Quality over Quantity 3.
• Key genuine relationships will win over untargeted fans every time
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90 / 10 Rule 4.
•90% of content = giving
•10% of content = taking / selling
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Let Your Hair Down 5.
• Let your personality shine through
• People on FB don’t want to interact with a
stuffy corporation
• Facebook is like going to a cocktail party.
Interact the same way as you would in
person.
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Before optimizing your page, we have to have the basics
down…
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Know Your Customer
• Do you know who you are targeting?
• Where do they hang out online?
• Why should they join your page? WIIFM?
1.
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Market Research – The 3 C’s
Competitors
• What are they doing right?
• Branding?
• Type of Content?
• Engagement?
• Opportunities to improve?
2.
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Market Research – The 3 C’s
Customers
• Narrow your niche
• Develop a “Customer Avatar”
• What are their biggest challenges /
frustrations?
• Where do they hang out online?
• Hot buttons?
• How can you differentiate?
2.
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Market Research – The 3 C’s
Centers of Influence
• People who can consistently refer you
business
• Who interacts with your customers daily?
• Where do they hang out online?
• Solve their problems / Hot buttons?
• Initiate the relationship = give first
• Influencers – the ones that are commenting on
the relevant page that have a following
2.
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How to Create a Brain Sticky Brand
• Paradigm shift: Personal Brand VS Entity
• Consistent message across all sites
• Brand the same colors
• Clean, simple, zero confusion
• Answer the “what’s in it for me?”
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Create a Brain Sticky Brand
Fastest and easiest way:
Identify top 10 influencers in your niche
Research what they are doing successfully
Twellow (twitter directory)
Research Blogs, fan pages, Linked-in Profiles
4 “W”s for creating your bio.
1. What do you do?
2. Who is your Target Market?
3. Why are you different?
4. WIIFM: What’s In It For Me? (That’s what your prospects ask)
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Create a Brain Sticky Brand
• Build your brand around your passion
• Be authentic / inject your personality
• Share your story
• Social Proof…pics / vids with experts
• Videos…fastest way to position your brand
• Package a product!
• Make an ebook
• Facebook ads = fastest way to position yourself and
build credibility
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Create a Brain Sticky Brand
Facebook SEO considerations:
• Choose Your Category
• Page name
• Keywords, what are page 1’s doing!?
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This week’s action steps…
1. What is the biggest frustration or challenge that you solve for your customers
2. Find 5 FB pages where your customers hang out
3. Find 5 FB pages where your “Centers of Influence” hang out Remember a “COI” is a complimentary professional that can refer business
4. Find your top 5 competitors’ pages
5. Look at all the FB advertising targeting options www.facebook.com/advertising
Click “Create an Ad” – walk through the process (don’t need to publish it)
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This week’s action steps…
6. Identify 3 words that describe your brand
7. Identify what your 2 major colors are for your online brand
8. Identify 3 FB pages that you think have excellent branding
1. /
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Pat Yourself on the Back!
• You deserve it…not it’s time to take action!