Shownotes
Business Building Insights
Here are the 5 Overall Takeaways from Social Media Marketing World 2019. Listen to the show for the details and how to implement each one in a handmade product business.- Your company brand must contain YOU
- Forget the masses. One to one matters most.
- Forget about vanity metrics. It’s time for quality over quantity.
- Let us see you. Video and most specifically live streaming rules.
- Your customers are your marketing department.
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Thanks! Sue
Transcripts
You're listening to gift biz unwrapped episode 212 for most of
Speaker:us, we don't need new followers.
Speaker:We need to go deeper with the ones we already have.
Speaker:Attention gifters,
Speaker:bakers, crafters and makers pursuing your dream can be fun whether
Speaker:you have an established business or looking to start one now
Speaker:you are in the right place.
Speaker:This is gift to biz on rapt helping you turn your
Speaker:skill into a flourishing business.
Speaker:Join us for an episode packed full of invaluable guidance,
Speaker:resources and the support you need to grow your gift biz.
Speaker:Here is your host gift biz gal Sue moon Heights.
Speaker:Hi there Sue and thank you so much for joining me
Speaker:on the show today.
Speaker:I am recently back from social media marketing world and probably
Speaker:no surprise to you.
Speaker:The landscape continues to change.
Speaker:There is a lot happening right now on the social media
Speaker:front and I want to share with you the newest from
Speaker:the experts because I've just heard everything and I also want
Speaker:to transition it over to what that means to you for
Speaker:your handmade product business.
Speaker:But before we dive in,
Speaker:I also want to make mention that I'm about a month
Speaker:out from reopening the doors to my signature program called makers
Speaker:MBA. If you're thinking about starting a business,
Speaker:but you just quite haven't gotten yourself to take that action
Speaker:yet because you're not sure exactly what to do or your
Speaker:mind is getting in the way and playing games with you,
Speaker:or you've started a business already and you're not seeing the
Speaker:results that you had expected and you envisioned when you first
Speaker:started thinking about your company,
Speaker:then this is a class that you definitely want to get
Speaker:into. So here's the link.
Speaker:It's not open now as I said,
Speaker:but you can get on the waiting list so that you'll
Speaker:be notified when the course reopens for new students.
Speaker:So that link is grab a pen and paper,
Speaker:gift biz,
Speaker:unwrapped.com forward slash masterclass.
Speaker:So let's dive into the topic at hand,
Speaker:which is the newest,
Speaker:latest, and most important things to know about social media coming
Speaker:up within the next year and specifically what it means for
Speaker:handmade product businesses.
Speaker:So as I'd mentioned,
Speaker:I am just back from social media marketing world.
Speaker:It's the largest conference of its kind held in San Diego.
Speaker:Just to give you a little bit of a feel of,
Speaker:you aren't familiar with it at all.
Speaker:There were over 120 speakers,
Speaker:anyone who is anybody in social media speaks at this event.
Speaker:This year we had 6,000
Speaker:attendees and the topics range from how to use the various
Speaker:platforms, strategies,
Speaker:implementation, all of that along with research about social media and
Speaker:how businesses are using social media trends and then most importantly
Speaker:changes that continue to come about and what those changes mean
Speaker:to us.
Speaker:Now if you follow me over on Instagram,
Speaker:my handle is gift biz on wrapped.
Speaker:By the way,
Speaker:you might've seen a story that I put up a little
Speaker:while ago with Michael Stelzner.
Speaker:He is the one who puts on social media marketing world
Speaker:and in his opening keynote he made a statement that everyone
Speaker:like turned their heads to each other and had their eyes
Speaker:wide open in question and exclamation,
Speaker:I guess I would say.
Speaker:And his comment was Facebook will be unrecognizable in 2020 versus
Speaker:what it looks like today.
Speaker:Did you get that?
Speaker:Did you react the same way?
Speaker:Facebook will be unrecognizable in 2020 so that's next year versus
Speaker:how the platform looks today.
Speaker:Pretty interesting isn't it?
Speaker:Gives you pause,
Speaker:makes you question and wonder what the heck I'm talking about.
Speaker:Listen in.
Speaker:So I returned from the event energized with not only the
Speaker:hype and the excitement and the energy behind the event,
Speaker:but invigorated by the opportunities mostly presented for us small businesses
Speaker:and in particular product based businesses like ours.
Speaker:You know,
Speaker:we've heard so much gloom and doom in our industry,
Speaker:even in the great economy,
Speaker:we keep hearing brick and mortar is dead.
Speaker:There's no way we can compete with Amazon on pricing and
Speaker:delivery and the big brands have bumped us out and have
Speaker:just made it too hard to compete and on and on
Speaker:and on.
Speaker:Right? You've heard all of it and I'm here to say
Speaker:to you,
Speaker:just stop listening.
Speaker:What I heard over and over again at social media marketing
Speaker:world is not only the way to keep current with what's
Speaker:happening in social media now,
Speaker:it's also the key to our small handmade businesses,
Speaker:survival and dare I say,
Speaker:potential for huge growth and huge growth in a way the
Speaker:big brands will find it hard to deliver.
Speaker:Okay. Now that might need a little bit of explanation.
Speaker:How is it that we as smaller businesses can provide something
Speaker:that big brands will struggle with?
Speaker:Do you remember back when big brands so tightly controlled their
Speaker:image on social media?
Speaker:Do you remember when people started letting their employees post and
Speaker:allowing people to talk about businesses and like the whole flood
Speaker:gate opened and big brands,
Speaker:I started to lose control about the talk and the speak
Speaker:and the positioning behind their message.
Speaker:They were so afraid of letting anybody talk without them controlling,
Speaker:watching, signing off on what was being said,
Speaker:that they were super late to the game today,
Speaker:no longer do we trust brands that are polished and rigid
Speaker:and so structured and calculating in their messages that they're giving
Speaker:us. We love brands where we can see the raw and
Speaker:the real where we can trust them because we're hearing from
Speaker:employees or customers and they're not being paid to put out
Speaker:these testimonials and ads.
Speaker:We're just seeing it just live on a newsfeed in Facebook.
Speaker:Again, I'll say they were so late to the game,
Speaker:while smaller solo business owners like us,
Speaker:we're able to adjust on a dime.
Speaker:Large companies were years behind understanding,
Speaker:much less allowing this behavior to happen.
Speaker:We are at another juncture right here and as small business
Speaker:owners, we have the ability to embrace and act upon what's
Speaker:important. Now,
Speaker:once again,
Speaker:leaving the large corporate folks in the dust,
Speaker:they have to analyze and review everything they have to get
Speaker:approvals and then develop and document systems to implement.
Speaker:They will still purchase a ticket on the slow train.
Speaker:While we're already at our destination,
Speaker:are you ready to know what you can do to take
Speaker:advantage of the opportunities that sit right in front of us?
Speaker:Here are the five things to understand an implement starting right
Speaker:now. Number one,
Speaker:your company brand must contain the element of you.
Speaker:What I mean by this is showing up as the face
Speaker:of the company you showing up as the face of the
Speaker:company and interjecting your personality and style into your brand.
Speaker:I know,
Speaker:I know that's uncomfortable and probably makes you sweat a little
Speaker:bit, but what we often do is study and try to
Speaker:emulate a larger brand that's in our same industry because we
Speaker:think that by doing what they're doing,
Speaker:by representing our brand through imagery or messaging or something that
Speaker:they are already doing,
Speaker:you are also going to see the same success then that
Speaker:the big brand sees.
Speaker:But actually the opposite is true.
Speaker:Have you ever seen somebody trying to copy somebody else?
Speaker:It comes across looking fake and unbelievable.
Speaker:And here's the truth.
Speaker:Being a maker business,
Speaker:your product is truly one of a kind.
Speaker:So why would your company not be the same way?
Speaker:You are not like any other company as an artist.
Speaker:You're not like any other artist.
Speaker:As a Baker,
Speaker:you do things different than any other bakers and we want
Speaker:to see and know you as the person behind the business.
Speaker:So allow yourself to show obsessions that you have things that
Speaker:are your favorites,
Speaker:quirkiness how you run your company,
Speaker:et cetera,
Speaker:et cetera.
Speaker:You may have heard this saying before,
Speaker:when you attract the best meaning your very best customer because
Speaker:they fallen in love with everything you stand for,
Speaker:you then do repel the rest.
Speaker:But who you have in your corner is your tribe.
Speaker:That group of people who are the most loyal to you,
Speaker:who love you,
Speaker:who talk about your products to others and you stand behind
Speaker:you and support you always,
Speaker:and this doesn't mean just sharing what you are in relation
Speaker:to your business.
Speaker:It's also what you're about as a person.
Speaker:To give you an example,
Speaker:those of you who have been following this podcast for awhile,
Speaker:no, I love candles.
Speaker:What have I done?
Speaker:Interjected a candle question in the beginning of every guest interview
Speaker:if you followed me along and other places,
Speaker:you know that I love the snow,
Speaker:not necessarily the cold.
Speaker:I love the snow.
Speaker:I love the color yellow.
Speaker:I've got two cute puppies,
Speaker:I like to travel.
Speaker:That all becomes part of my brand.
Speaker:It's not just Sue the business owner and the podcaster and
Speaker:the author.
Speaker:You get to know all of me.
Speaker:Some of you will love me and follow me and some
Speaker:of you will say,
Speaker:who's that girl talk in.
Speaker:We're not interested and go away.
Speaker:And you know what?
Speaker:That's perfectly okay because the ones that are remaining are the
Speaker:ones I wrap my arms around and learn about and serve.
Speaker:And a level of trust has been developed because they either
Speaker:just enjoy my style,
Speaker:they somehow resonate with things that I love and they become
Speaker:bonded with my brand.
Speaker:Am I talking about you?
Speaker:Are you part of my tribe?
Speaker:If so,
Speaker:thank you so much.
Speaker:I appreciate you more than you know and this is exactly
Speaker:what you can do with your company too.
Speaker:So point number one,
Speaker:your company brand must include you moving on to number two,
Speaker:forget the masses one to one.
Speaker:Communication matters the very most.
Speaker:In the past we've always been worried about how many customers
Speaker:can we get,
Speaker:how do we attract the largest number of people that we
Speaker:possibly can and so that they know about our business.
Speaker:And really the way to gain traction,
Speaker:and again I know that this is counter intuitive,
Speaker:is to start talking to your customers and developing one on
Speaker:one relationships.
Speaker:Forget about the masses one to one matters most.
Speaker:Let's talk about how you do this.
Speaker:So at craft shows don't just go to a show and
Speaker:think about how much product can I sell.
Speaker:Like the whole success of the show is that you're walking
Speaker:out with X number of dollars of product sold.
Speaker:Invest in the transactions and the conversations that you have with
Speaker:people. Really talk to them.
Speaker:People who are just going after the dollars that they collect
Speaker:from a craft show are missing out on such a huge
Speaker:opportunity. Engage with your customers.
Speaker:Ask them questions like,
Speaker:how do you plan to use the product or would it
Speaker:be helpful if these were in different sizes and if so,
Speaker:what? Ask them if they're using the product for themselves or
Speaker:they're giving it as a gift or ask them if they
Speaker:have questions about the product or possibly they'll suggest new sense
Speaker:or flavors that they'd like to say.
Speaker:When you engage with a customer to this level,
Speaker:not only is it a lot more fun to be working,
Speaker:the craft shows it's gold and in terms of understanding what
Speaker:you need to do to move forward,
Speaker:to continue to resonate with your customers and grow your business
Speaker:for the future.
Speaker:They can guide you based on the answers to the questions
Speaker:we were just talking about into what is best for future
Speaker:product expansion or development.
Speaker:You can also use some of the specific words that they
Speaker:say to you in your copy,
Speaker:so in your content for newsletters,
Speaker:blog articles,
Speaker:live video,
Speaker:social media posts,
Speaker:et cetera.
Speaker:A little secret here is when you're using the words of
Speaker:your customers,
Speaker:they react by saying,
Speaker:Oh my gosh,
Speaker:that person gets me,
Speaker:that person understands me and because of that of course I'm
Speaker:going to be investing in using their products in a brick
Speaker:and mortar shop.
Speaker:When people are coming in,
Speaker:get to know your customers,
Speaker:particularly your regulars.
Speaker:Welcome them into your shop by name,
Speaker:suggest other items that based on what they've purchased last time
Speaker:they might be interested in now take an interest in their
Speaker:children or a celebration that you noticed on social media.
Speaker:Now I know you pretty well and I am quite sure
Speaker:that a lot of you who have physical shops are doing
Speaker:this already.
Speaker:It just nice to have a little reminder from time to
Speaker:time. The big point here is people want to be recognized
Speaker:and noticed and it's this one on one engagement that allows
Speaker:you to do this on social media.
Speaker:This means responding to individual comments and yes,
Speaker:that does mean it takes some time to do that,
Speaker:to respond and here's another tip.
Speaker:When you respond.
Speaker:That means not just pressing the like button or responding with
Speaker:a little emoji or a single word.
Speaker:Engagement should be at least four to six words for Facebook
Speaker:to really recognize that you're engaging and talking with your customers,
Speaker:which then influences the Facebook algorithm and lets you be seen
Speaker:by more of your community.
Speaker:But this is a deep topic for another podcast on Instagram.
Speaker:Initiate a relationship through direct messages.
Speaker:If someone is commenting on your post or comments to you
Speaker:through a story,
Speaker:start engagement with them,
Speaker:some back and forth interaction.
Speaker:And while this might seem like,
Speaker:well you know Sue,
Speaker:it's just one person.
Speaker:One person develops into a deeper relationship,
Speaker:they continue to spread the word and you develop additional relationships
Speaker:with other people and your community starts to blossom before your
Speaker:eyes. Keep this point number two,
Speaker:close to heart and remember it every day.
Speaker:Forget the masses.
Speaker:It's one on one interaction that matters most,
Speaker:and this actually leads into my point number three,
Speaker:which is forget about vanity metrics.
Speaker:It's fabulous that you have 25,000
Speaker:people following your Facebook fan page.
Speaker:How many of them are customers.
Speaker:With the rise of social media,
Speaker:we often boast how many followers we have on a page
Speaker:or YouTube subscribers and it's so easy to be pushing and
Speaker:pushing and spending dollars and time to increase those numbers,
Speaker:but if you don't see a correlation of increased sales,
Speaker:you're wasting a lot of effort.
Speaker:Now stop and breathe.
Speaker:Doesn't this sound great?
Speaker:What I'm really telling you here is stop forcing numbers to
Speaker:grow your vanity metrics and start just talking with people one
Speaker:on one.
Speaker:As I said,
Speaker:this is an extension of point number two but with an
Speaker:online focus,
Speaker:it works just the same online as it does in person
Speaker:one on one.
Speaker:Relationships are key.
Speaker:When people feel like you have recognized them,
Speaker:they're going to spread the word and by all means,
Speaker:don't be throwing dollars to buy likes.
Speaker:Stop working so darn hard for these vanity numbers.
Speaker:Forget about the social proof.
Speaker:Do you want to be able to say that you have
Speaker:1000 new likes or would you prefer to say you have
Speaker:1000 more dollars in sales today?
Speaker:For most of us.
Speaker:We don't need new followers.
Speaker:We need to go deeper with the ones we already have.
Speaker:To illustrate this further,
Speaker:I want you to think about a dinner party,
Speaker:so you're hosting a party.
Speaker:You invite 10 people and they show up at your house.
Speaker:You welcome them in,
Speaker:you give them a drink and they're sitting around getting to
Speaker:know each other and enjoying themselves.
Speaker:What do you do?
Speaker:Hopefully your,
Speaker:they're interacting with your guests and enjoying the whole scene.
Speaker:You aren't out in the street with a big sign recruiting
Speaker:more people to come into your party and then leaving your
Speaker:guests there to fend for themselves.
Speaker:That's similar to what we often do on social media.
Speaker:We bring someone in,
Speaker:kind of forget about them.
Speaker:Go and grab more,
Speaker:bring them in,
Speaker:forget about them and more and more and on and on.
Speaker:Instead of attracting our perfect customers and then engaging with them,
Speaker:learning about them,
Speaker:finding out how they feel about our products and what we
Speaker:can do to serve them better and provide more of what
Speaker:they want.
Speaker:A really eyeopening fact came out of Shalene Johnson's mouth that
Speaker:I really couldn't believe.
Speaker:I almost don't even believe it right now,
Speaker:but she swears it to be true.
Speaker:If you don't know Shaleen,
Speaker:she's a motivational speaker,
Speaker:author, a health and lifestyle expert,
Speaker:very, very,
Speaker:very well known.
Speaker:She has,
Speaker:gosh, I don't even know,
Speaker:hundreds of thousands of followers for sure.
Speaker:So you'd think someone like her,
Speaker:well, why does she need to engage?
Speaker:But you know what?
Speaker:She says that she engages and interacts with her community for
Speaker:hours every single day for hours.
Speaker:You guys.
Speaker:Now, granted,
Speaker:I don't think any of us who are smaller businesses have
Speaker:the time to do that because we're doing other things within
Speaker:our business.
Speaker:But it brings home the truth to the fact that you
Speaker:should be building into your day and intentionally finding time to
Speaker:engage with your audience.
Speaker:Chalene isn't the only one who's modeling this behavior.
Speaker:Pat Flynn,
Speaker:who is an icon in the podcasting and online course creation
Speaker:arenas, selects three to five of his students every single month
Speaker:and get on the phone with them,
Speaker:asks them how things are going,
Speaker:what their challenges are,
Speaker:and find other ways that he can serve them.
Speaker:What does that do?
Speaker:First of all,
Speaker:it shocks the people that he gets in touch with,
Speaker:but then it also helps him provide more and more content
Speaker:that's helpful for his audience so that they'll continue to follow
Speaker:him and find value in the content that he brings forward.
Speaker:And this is key because if he doesn't continue to provide
Speaker:value, he's gonna lose portions of his audience.
Speaker:It's very similar us as product based businesses.
Speaker:If we don't continue to add to our lines,
Speaker:show reasons why people should be continuing to purchase our product
Speaker:with different ways you can use a product,
Speaker:for example,
Speaker:then the product starts to become stale and customers drop off.
Speaker:Okay, I got a little bit off track here.
Speaker:Let's get back on target in points two and three.
Speaker:Both of them are talking about one-on-one interaction versus scaling and
Speaker:trying to get in front of a million people.
Speaker:There's a phrase that people talk about specially online,
Speaker:but what they'll say is that a lot of these things
Speaker:that you might do one on one don't scale.
Speaker:In other words,
Speaker:doing an individual direct message to somebody.
Speaker:There's no way you could do that to everybody in your
Speaker:community as you get bigger and bigger.
Speaker:So people will say,
Speaker:don't invest your time into things that don't scale.
Speaker:The big news now is that that is getting retracted.
Speaker:People are seeing that just as I've been talking about here,
Speaker:these one on one interactions where you can't do it to
Speaker:every single person on your list.
Speaker:You can make an effort to interact with as many people
Speaker:one on one as possible and it does scale.
Speaker:When you redefine what scale means,
Speaker:if scale means to you bringing in more business and more
Speaker:customers, then it is scaling because more people are getting to
Speaker:know you.
Speaker:No, it's not 1000 people with one mass action,
Speaker:but why go and find 1000 people who never buy your
Speaker:product versus finding 10 who will.
Speaker:Okay, moving on to point number four,
Speaker:get ready you guys.
Speaker:I'm preparing myself to get a little bit of kickback from
Speaker:you. We've seen this already trending,
Speaker:but now more than ever,
Speaker:point number four is video rules and live is even better.
Speaker:Take a look at every single platform and you'll notice that
Speaker:there is at least one and in many cases more areas
Speaker:where you'll be able to do not just video but specifically
Speaker:live. So you've got Facebook posts of course,
Speaker:but then you have Facebook live.
Speaker:You also on Instagram have stories and I TV,
Speaker:the emphasis on video and particularly live is more prevalent now
Speaker:than ever.
Speaker:There is no more posting on your feed so that you
Speaker:can automated through some type of scheduler.
Speaker:Check it off your list and say,
Speaker:okay, it's done.
Speaker:Your posts need to serve your audience and be a value
Speaker:because they address their needs.
Speaker:So informative,
Speaker:educational, entertaining,
Speaker:and more specifically bringing your customers closer to you and developing
Speaker:the one on one relationship and trust.
Speaker:That's the overlying theme to all of these points here and
Speaker:certainly the overlying theme to all of social media marketing world
Speaker:this year.
Speaker:Now there is good news to those of you who aren't
Speaker:interested in talking and being on camera,
Speaker:although I do feel that this is the best way for
Speaker:you to develop a relationship with your customer so that they
Speaker:see your face,
Speaker:your uniqueness,
Speaker:and your personality coming through face to face,
Speaker:eyeball to eyeball,
Speaker:through video.
Speaker:There are also other ways and other things that you can
Speaker:do live that might be a little more comfortable for you,
Speaker:specially as you're just getting started.
Speaker:Here's some ideas for you.
Speaker:Have the camera pointing at a product while you talk about
Speaker:it so they're still getting your voice,
Speaker:but the camera is focused on something else.
Speaker:This you could do for unboxing new products.
Speaker:Let's say you got some brand new ingredients in that you
Speaker:want to share,
Speaker:making the product.
Speaker:Everyone's so interested in behind the scenes and how things are
Speaker:made, and that doesn't mean you give away all of your
Speaker:secrets, but you give them a little bit of insight into
Speaker:your product and how it comes to be the finished product
Speaker:that they would buy.
Speaker:You can do pictures of being at the farmer's market or
Speaker:at a craft show,
Speaker:interacting with customers,
Speaker:networking at an event.
Speaker:I did a lot through social media marketing,
Speaker:world sharing and bringing to my audience.
Speaker:Perhaps a lot of you've seen it,
Speaker:some of the antiques that went on at the conference.
Speaker:You could go online and talk about your thoughts on a
Speaker:particular thing that's happening with the industry or something that's even
Speaker:happening right in your community and you can involve your customers,
Speaker:ask them questions that they can interact with you on through
Speaker:Instagram stories.
Speaker:For example,
Speaker:you could take a picture of a product and then use
Speaker:the stickers to get your audience to respond to whatever question
Speaker:you're asking.
Speaker:Have them help you make decisions on product names or what
Speaker:the next color's going to be that you're going to bring
Speaker:in for your candles.
Speaker:Of course I have to say candles.
Speaker:Ask them which shows they would like to see you at
Speaker:or any other questions that you're sitting back at the shop
Speaker:pondering and when you ask for feedback from a customer and
Speaker:then you actually use their ideas,
Speaker:they feel more valued,
Speaker:they feel like they're part of the whole development process and
Speaker:you've gained a customer for life.
Speaker:Now you can also let another employee take the lead if
Speaker:you are that adverse to going on camera.
Speaker:The point is somebody should be doing live video.
Speaker:A couple of tips here for you with regard to Instagram
Speaker:stories. I would limit your story each day to somewhere between
Speaker:five and nine clips,
Speaker:Instagram stories that have 7,000
Speaker:dashes across the top of the stories because there's one clip
Speaker:after another after another after another and it goes on forever.
Speaker:People just click out of,
Speaker:nobody has time to look at stories that are that long
Speaker:video on the Facebook newsfeed.
Speaker:You have about three seconds to capture someone's attention,
Speaker:for them to decide that they're going to watch more.
Speaker:And most people are watching with the sound off.
Speaker:So if you're doing Facebook video on the newsfeed,
Speaker:make sure you have captions also so that people can watch
Speaker:it when they aren't in a position to have access to
Speaker:the audio.
Speaker:Now when you get into the live platforms,
Speaker:so Facebook live,
Speaker:Instagram live,
Speaker:Instagram, TV,
Speaker:YouTube, et cetera,
Speaker:those are the places where you can do long form video
Speaker:up to an hour or more in length.
Speaker:This emphasis on live is an effort for people to really
Speaker:be able to get to know you in your pure,
Speaker:raw and real form.
Speaker:These videos are not overproduced,
Speaker:they don't have overlays and all this crazy production stuff going
Speaker:on with them.
Speaker:And that's the whole point.
Speaker:You're showing up as yourself,
Speaker:you're sharing who you are,
Speaker:who's behind the business,
Speaker:things about your product and that why they work so well.
Speaker:And finally I'm moving on to point number five and I
Speaker:think this is going to be the scariest realization of all,
Speaker:but if you really look back in history,
Speaker:you'll see that this has been a long time in coming
Speaker:and that is we no longer have control of our brand
Speaker:or the messaging that goes out about us.
Speaker:Our customers are now our marketing department.
Speaker:They will now and forever more have control.
Speaker:Mark Shaffer talks about this in his newly released book,
Speaker:the marketing rebellion.
Speaker:He talks about the fact that we aren't in charge anymore,
Speaker:our customers are.
Speaker:It has become our customers messages that hold more weight than
Speaker:ours ever will now and in the future.
Speaker:He goes on to mention that customer loyalty has gone by
Speaker:the wayside.
Speaker:There are way too many options and distractions.
Speaker:Research has shown that about 13% of your customers are loyal
Speaker:overall. Not only that,
Speaker:but two thirds of marketing occurs without us.
Speaker:People see your website or they're referred to your competitor instead
Speaker:of you and you don't even know it.
Speaker:The only way that we can take control of this seemingly
Speaker:uncontrollable situation is to build real relationships with our tribe.
Speaker:That means time in getting personal and being human.
Speaker:Now here's the great news.
Speaker:In all of that,
Speaker:86 7% of customers are available and not loyal to anybody.
Speaker:So that means that they can be attracted to you.
Speaker:And the way you do this is through what we've been
Speaker:talking about through all five of these points.
Speaker:You do it through one on one relationship building activities.
Speaker:Those things we've just been talking about.
Speaker:And the best news of all is that most people and
Speaker:probably your competitors,
Speaker:won't take the actions to attract these people.
Speaker:You can because you know better and you'll do better and
Speaker:you will win big time.
Speaker:To summarize again,
Speaker:these five points,
Speaker:number one,
Speaker:your company brand must contain you.
Speaker:Number two,
Speaker:forget about mass marketing one on one matters most and towards
Speaker:that end 0.3,
Speaker:forget about vanity metrics.
Speaker:It's way better to have a 1000 loyal fans than 1
Speaker:million Facebook followers.
Speaker:Number four,
Speaker:let us see you video and live most specifically rules.
Speaker:And finally your customers are your marketing department.
Speaker:Find them through one on one connections,
Speaker:hold them close,
Speaker:make them feel special,
Speaker:noticed and seen and you will be the big winner of
Speaker:marketing as we move forward into 2020 and beyond.
Speaker:There you have it.
Speaker:My five big takeaways from social media marketing world 2019 the
Speaker:landscape continues to change and as savvy business owners we need
Speaker:to change right along with it.
Speaker:And the first thing is identifying what's different and secondly is
Speaker:implementing it into our day to day activities.
Speaker:Knowing about these five points is one thing,
Speaker:but actually doing something about them to affect your business is
Speaker:a completely separate thing.
Speaker:So if you've been out and listening to this while you're
Speaker:walking your dog or you're out at the gym,
Speaker:I suggest that you go back and listen to this one
Speaker:more time,
Speaker:pen and paper in hand,
Speaker:and then take the next step.
Speaker:Think of how specifically you are going to take one or
Speaker:two of these right away and do something different within your
Speaker:business to affect change.
Speaker:That's the way we grow and develop our companies.
Speaker:And how our businesses stay relevant because we have to stay
Speaker:up with the times up next week.
Speaker:You guys another show,
Speaker:I know you're gonna love,
Speaker:it's another on air coaching call.
Speaker:You've told me often how much you're enjoying these,
Speaker:and I think because of your feedback,
Speaker:I'm going to be putting out the word that I'm going
Speaker:to be doing some additional coaching calls,
Speaker:so stay tuned for information on that.
Speaker:To be selected for an on air coaching call,
Speaker:you need to be part of the breeze.
Speaker:That's my private Facebook group gift biz breeze.
Speaker:So if you're not already over there,
Speaker:jump in and request to join.
Speaker:That's a wrap and I look forward to us all being
Speaker:together again next week.
Speaker:Bye for now.
Speaker:This podcast is made possible thanks to the support of the
Speaker:ribbon print company.
Speaker:Create custom ribbons right in your store or craft studio in
Speaker:seconds. Visit the ribbon,
Speaker:print company.com
