Key Highlights:
(00:00 – 06:54) From Service Marketing to Digital Marketing Pioneer
Louise accidentally landed an early e-commerce job in the 1990s, which catalyzed his whole digital marketing career.
She discovered she has an innate ability to decode complex technical topics and clearly explain the customer benefit in plain language.
Louise leverages this core skill today in running an agency managing digital campaigns and training others on actionable social media tactics through his academy.
(06:55 – 13:16) Categorizing Business Owners’ Social Media Approaches
Category A involves business owners who are either completely ignoring social media or have tried it sporadically without seeing real results and have given up.
Category B refers to those who are actively posting social media content but are still not generating meaningful levels of sales or leads.
Category C encapsulates business owners who only want to utilize paid social media ads when they have something new to sell, often without an overall integrated strategy.
(13:17- 00:21:36) 6 Steps to Effectively Leverage Social Media
Step 1 involves laying the proper foundations first, including setting smart goals, implementing tracking and analytics, and clearly defining the products and services you offer.
Step 2 is all about deeply understanding your target audience through profiling their pain points, desires, motivations, and the terminology that resonates with them.
Step 3 focuses on optimizing your website pages, landing pages, and social media platforms to align with your brand, offer clarity around your services, and speak directly to your ideal customer.
Step 4 is when you develop an effective social media content strategy across four pillars: awareness, expert positioning, sales, and advocacy.
Step 5 is incorporating paid social media ads to amplify your organic reach and social presence at key moments.
Step 6 is about continually evaluating your social media activity and campaign performance so you can refine and improve in future efforts.
(23:31 – 34:46) Four Different Content Pillars
First, awareness content refers to authentic behind-the-scenes posts aimed at humanizing your brand and connecting on a personal level with your audience.
Second, expert content positions your authority and expertise within your niche and offers solutions to common pain points your ideal customers are experiencing.
Third, sales content converts that social media following and trust into leads and transactions by promoting offers, events, downloads, consultations, etc.
Fourth, advocacy content refers to leveraging external validation like customer testimonials, favorable media coverage, awards, etc. to build credibility.
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