One of the challenges of being a business coach in Austin is that the expectation relative to staying on top of all the social media, SEO, ppc and places requirements. I find that it’s extremely difficult to be an expert business coach – much less in each of the complimentary business areas. Thank goodness for great partners.
Another thing I’ve learned over the years – although I don’t have to be the do-er on everything related to online marketing and social media, the more responsibility and care I take in setting up these strategies and the more responsibility I take regarding managing my logins, etc, the smarter I can be in handing off these tasks. To that end, I take the train the trainer approach to social media with my clients. There are plenty of people that will let you pay them to do everything for you. Buckle up – it won’t be cheap.
Let’s take one example to get you started – You are an expert organic back-yard gardener – you want to establish your expertise and get hired to coach/consult in this field in your local area.
Step One – Define your brand – though not the focus of this article – it’s tough to build a following if your brand isn’t purposeful, consistent and clear … so let’s say your brand is: Your Backyard Garden Wizard – Get the .com, .net and .org.
Step Two – Setup Your company and establish your turf- llc, taxid, trademarks, etc … use recommended legal/cpa experts. (Clearly, there’s a lot more here to plan for success – but let’s keep our focus on social media.)
Step Three – Ask this question – ‘Where do people go to get back-yard gardening help?” Go to Google – search for ‘backyard garden help’ and find out where people are already congregating on this topic. Make a list of these online locations and separate them by location type and make notes about their sites – what do you like, what don’t you like, what’s missing, where can you ADD VALUE:
- Local businesses (Red Barn)
- Local networking venues (Austin School Gardening Network)
- Local speaking venues (MeetUp)
- Online networking venues (i.e. linkedin)
- Online social sites (i.e. facebook, yelp, twitter pinterest, YARDSHARE (ps – I didn’t know about this site until I type into google – social networking for backyard gardens).
Step Four – Dump all your branding and competitive info on a designer who can develop a logo/brand that reflects your purpose and is relevant and fresh. You should be able to get a solid, PROFESSIONAL logo/business card design/wordpress website design (with a blog page)/ and social site design for <$1000. (Again, clearly there’s a lot more involved with setting up a secure site, with backup, SEO, etc… trying to stay focused on social media here J)
Step Five – WRITE. Start cranking out 450 word articles. Imagine you have a potential client across the table from you and you are answering a typical question they might ask you. (10) is a good start. Each one of those articles is riddled with fodder for social media postings.
Step Six – Put some bedrock into your blog and social sites – 5 articles (they can be the same) on each site. This is so that when people click on your social postings and head back to your site – there’s something there beyond the one posting.
Step Six – Setup Hootsuite or other social site aggregation tool so that you can type in a short title and link back to an article in your blog and blast it out to 1000s of people in moments.
Step Seven – Write / Post – at least once a week. Relevant content – things you care about – and are fun to write. Your enthusiasm WILL carry over.
I start my clients with this fundamental strategy and just (3) social sites. You can always add more later. The goal is to get into a rhythm and start to build ‘Your Backyard Gardening Wizard’ brand with the people who are looking for your services. One posting per week is minimum.
Send your comments on what has/ hasn’t worked for you!