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Need a Social Media Strategy? (case study)

I did indeed need a Social Media Strategy – I needed to get more organised with my twitterings!

I’d had a twitter account long before I had a Facebook profile (@clairegodwin1), which I used, and still do, more for my corporate coaching & training work and a bit of campaigning for women’s rights and equality issues. I knew I needed one for my work with Women On the Business Stage (WOBS) – but you know, I just didn’t want to start over again with a new account and as it was sooo long ago I’d forgotten all that set up stuff – so I dragged my heels for a while. The day came when I said ‘come on Claire – you can do this, you’ve done it before’! – but I put my head under the covers again and when I popped up again all was clear!

Twitter account sorted – I was ready to rock @WOBSHQ

Helen Lindop

Helen Lindop

Of course, I thought ” Helen Lindop can help me”, (Helen is one of the Social Media Delivery Partner’s with a special expertise for Twitter), and of course Helen, like myself is a  trainer and has recorded many a video on this topic!

Helen's goal for her Social Media Strategy Guide

“I started with defining my goal, which was to build a list of buyers for my social media training and services.  It’s a well-known marketing fact that it’s easier to sell to existing customers than it is to strangers, so it made sense to grow a list of buyers rather than just a list of people who had downloaded a free PDF. This is the main reason why I started my product funnel with a paid product rather than a free ‘lead magnet’. I chose the fairly low price of $27 to encourage people to buy it.”
The next few bullet points take you through the process I took, leading up to the purchase of Helen’s Social Media Strategy Guide which is followed by Helen’s case study.

 

I was so impressed with how easily the process flowed, from my initial stage of reading to the point of oooh I need to buy this now that  I excitedly asked Helen if she would document this so others could copy – I mean ‘model’  and do it themselves with their low cost lead magnet.

  • I set off to stalk Helen, to see what she was doing and what I could learn; when I say ‘Stalk Helen’ I do of course mean ‘model excellence’ and apply to self!)
  • I read a few posts on Helen’s twitter feed
  • Clicked through to the links she had included
  • Watched a brief video referring to this “Social Media Strategy Guide”
  • Then spent the $27
  • Thought ‘wow we need to share this process!’

I needed what Helen offered, the price point was such that I could Buy Now without too much thought plus the value of the content to me far outweighed what I was paying and what I could do with it. And of course I knew and trusted Helen! 🙂

If you know already you need this and want more details and how to get this now – just click here
Over to Helen for  her Case Study: How I promote my Social Media Action Strategy guide using (you guessed it) social media!

Case Study: How I promote my Social Media Action Strategy guide using (you guessed it) social media!

Social Media Action Strategy is my guide to help small businesses to get more clients and sales from their social media marketing. Claire has asked me to share how I promote it using social media with the WOBS Training Academy, so here I am!

First though, let me explain the thinking behind this guide.  I noticed that many small businesses were spending a fair bit of time tweeting, Facebooking, pinning and so on but were not getting much in the way of results from it and I wanted to help. What most are missing is a solid social media strategy and although there is information online about putting one together, most of it is geared to bigger businesses. I knew many solo and micro businesses would be overwhelmed by much of this information. So I started work on my own simple, step-by-step guide.

That was how I planned to help Social Media Action Strategy’s buyers – I also needed my own strategy to promote and sell the guide itself.  Not surprisingly, I decided to follow my own advice and work through the ten-step strategy I’d developed in the guide!

So I started with defining my goal, which was to build a list of buyers for my social media training and services.  It’s a well-known marketing fact that it’s easier to sell to existing customers than it is to strangers, so it made sense to grow a list of buyers rather than just a list of people who had downloaded a free PDF. This is the main reason why I started my product funnel with a paid product rather than a free ‘lead magnet’. I chose the fairly low price of $27 to encourage people to buy it.

Another huge advantage to starting with a paid product is that I could find affiliates to promote it for me. Affiliates wouldn’t promote a free lead magnet, but if I offered a decent commission on a paid product then they would have an incentive. This was the reason why I chose Clickbank as my shopping cart – affiliates actively go there looking for products to promote.

But what if people went to my sales page and didn’t buy? Wouldn’t I be wasting the time and effort I’d spent getting them there? No, because I have a free lead magnet too. A few seconds after you visit the sales page, a pop-up box appears asking if you’d like to download my free report. My aim is that those people who are interested but not quite ready to buy yet will download the free report, which also adds them to my social media marketing e-zine list.

The e-zine is full of useful tips and advice then occasionally I explain how Social Media Action Strategy could help them, which encourages subscribers to buy it.

If you’re wondering if my affiliates might be getting a raw deal because I’m funnelling people onto my list, the answer is no. Anyone who arrives at my sales page using an affiliate link will have a cookie placed on their computer, so the affiliate will get commission if someone buys the product at any time in the 60 days after she clicks on the affiliate link.

So now I had a product, a goal and an all-important ‘buy now’ button it was finally time to start promoting. I decided to make a series of YouTube videos because I find they are the next best thing to speaking to people face-to-face. Also, they continue to get views on YouTube long after they’ve been published. I actually enjoy making videos too, which is important. If you use a social media platform that you don’t enjoy then it’s going to be really hard work.

I made a series of short videos addressing the problems experienced by people who don’t have a strong social media strategy – such as not knowing which social network to use – and made sure I mentioned my Social Media Action Strategy guide in the video. Sometimes this was within the main part of the video and sometimes just as a call to action at the end. I included a link to Social Media Action Strategy in the YouTube video description, too. Then I promoted the videos on the other social media platforms I use – Facebook, Pinterest, Twitter and my blog,  HelenLindop.com.

Find Helen’s Videos here https://www.youtube.com/user/HelenLindop

I’ve used Facebook Ads to promote my free report which leads to people being subscribed to my social media ezine. Although I’ve had some success, I need to do some more testing to get the cost of my advertising down to a level that I’m happy with.

I was lucky that I was invited to join in a 30 day video challenge in July 2014 which gave me a great big push up the backside to get lots of videos made in a few weeks.  Now the challenge is over I’m looking at my results to see which pieces of content people respond to the best and my best sources of traffic to my sales page. Then I’ll do more of what’s working well and less of what isn’t.

Top tip: If you don’t already have Google Analytics set up, do it now so you can see what’s working for you, too!

So there you go, that’s my strategy for promoting my Social Media Action Strategy guide. True, it took quite a lot of work and planning, but it’s all set up now and there’s a great chance that those sales pages, buy buttons and videos will keep working for me 24 hours a day and 7 days week for a few years to come.

If you’d like to know how to create and implement your own social media marketing strategy, including how to choose your goal, your social networks and the types of content to create, grab a copy of Helen’s Social Media Action Strategy guide here.

For members of the WOBS Business Training Academy who purchase the Social Media Action Strategy guide, Helen has kindly offered a free copy of her “Business Blogging Action Strategy” (value £17)  – just mail Helen your receipt.

The Business Blogging Action Strategy is great for you if you find that blogging takes up a lot of your time (or you avoid it all together!) and you are getting very little back in return. The Business Blogging Action Strategy how to create a blog strategy that gets real results for your business.   To receive your Free Copy of Helen’s Business Blogging Action Strategy Just send your receipt of purchase to Helen at helen@helenlindop.com