Using Social Media for a Campaign

07_to_social_or_not_to_social_email• Should you use social media as an audience building tool? To social or not to social? That is the question. What role does social media really play in your campaign? When we buy something we do so because we believe that it is something that is going to do something for us. If you decide to use social media does your message reflect this in terms of being desirable to the prospect?

• And when you are communicating this message on social media, how do you do it so that it does not come off as too aggressive?

• It is recommended that you use social media as a way to engage with your customers (though you could do this with email) as well as a means of showing the association of what you do to others.

• The mistake that many make when using social media is to try to close the deal using it. Although this can sometimes work, in general it is a good idea to use social media as a way of communicating new information to your fans and customers and engaging with them.

• It is most importantly a method of engaging the customer. Ask questions after communicating a useful idea.

• Remember, marketing is a work in progress process. You keep refining as you go. Learning from what works and what doesn’t. Are you making it relevant to the customer as something that matters to her or him?

• You need to break through the noise. Your product needs to have a clear use. You have to raise the bar to stand out in the crowd. And social media can help you with this, though, as we have mentioned, it needs to be done in a way that engages the client so that it is interactive.

• Take the emphasis off from boasting about your accomplishments to asking the audience questions. This doesn’t mean you can’t tout your accomplishments but it is all in how you communicate this message.

• The emphasis needs to be on sharing.

• You need to appeal to your audience’s core desire and fears. Do you understand fundamentally what they want?

• You want the interaction on social media to resonate with your prospects?

• When you ask questions of your fans it can be from either a place of fear or comfort. Both can be powerful but the trick is in knowing when to use which one.

• There is what they want as well as what they don’t want. Both work. Have you tried an approach of having them use a product or tool for what they don’t want?

• Can your product or service prevent what they don’t want from happening?

• Social media communications need to get to the root of their desires and fears.

• If your audience is coming to you and saying “This is what I’m afraid of, this is what I don’t want” then this is the approach you are going to want to use with them.

• Listen to how they engage with you via social media.

• If they are saying “I want this and want to become it” then that is the message that matters.

• In closing out of this week of social media we think it’s important to mention the use of ads. In the past we’ve talked about the effectiveness of them. You need to assess if your marketing budget can handle this.

• With social media ads always keep it short and sweet. You need to be communicating a message that is going to immediately catch the attention of the user either from a place of fear or comfort. The reason that ads do so well of course is because this in the end is the point of most social media – to market to a demographic.

• And since many social media sites don’t allow you to reach a vast audience organically, you may find occasions when ads make sense. Whatever message it is that you communicate through social media, make sure it is consistent and of use to your audience.

John Yianni Stamas Says Use Writing to Grow Your Audience

06_writing_is_rewriting_email• Our goal with this series is to provide you the artist, entertainer or creative business, with the best information possible so that you can grow your audience of fans and clients. Let’s say you are in the midst of planning a campaign that you intend to launch soon. Ask yourself the question “How am I going to get this message to my audience?” Write down the first things that come to mind.

• If you wrote “influencers” this is a good choice. Why? Because if you collaborate with a blogger who has influence in the area that is your market, you are extending the reach of your message.

• Figure out an influencer in your area of expertise and contact him or her. Offer to interview this person in your publication or propose a co-promotion where you both promote and link to each other. Plan on using writing you have developed thus far in this campaign. It will likely take some rewriting since “Writing IS rewriting.” Be sure to include mentions of your co-promoter. The ideal situation is that he or she writes about you and you about him or her, both of you providing links to each other.

• As we’ve mentioned, three very important aspects of a campaign are target, offer and copy. Rewrite your copy, making sure it’s offer is something that is going to resonate with your target.

• Test message on someone from your target demographic. What kind of feedback do they give you?

• Integrate the feedback.

• Retrace your steps thus far in this campaign development process and ask yourself if you fully understand what they want and why they want it.

• Decide if you are going to do a series of emails or other means of getting several messages out to your target.

• If you are going with the series of emails option, make sure that the content of each email gets better with each new correspondence.

• Fine tune your email sequence.

• Ask yourself the question “does this email series unfold logically?“

• Make any tweaks that you need to do in order to make the progression of emails make sense and tell a story.

• As you rewrite your email sequence, put yourself in the position of your target.

• Ask yourself, “would this series of emails convince me I need to get this product or service?“

• If the answer is “no” go back to the drawing board and figure out how to optimize your work.

• A good way to check your work in terms of your email sequence is to ask “does what I am offering fit into my audience member’s life?“

• Define in your series how your product or service not only solves a problem for him or her, but also fits into that person’s life.

• Fine tune your series integrating this idea.

• Look at what you are offering to your target as a tool he or she needs to solve a problem. Are you offering a desirable tool?

• Rewrite your copy to amplify the necessity of having this tool on the part of your prospect.

• Go over all your emails one at a time. Rewrite. Rewrite. You are soon to go on to the next level!

Hello Creative Businesses & Artists – Here is How to Craft Your Offer

05_craft_your_offer_email• Hello Artists and Creative Business Owners, whether you are promoting your career or business when crafting your offer think in terms of “results.” Results can include solving the problem of the client or fan or in the case of artists – entertaining or engaging. With this in mind, write down how your product/service/entertainment provides results for your clients/fans.

• Remember, when selling yourself or your business it’s not about the tools or features but has to do with the benefits. What are the benefits to others when looking at your art or using your product or service? Make note of your response.

• It’s also about problem solving. How does what you do solve a problem? Be sure to remember this for future activities.

• When crafting the offer you want to think about the value you are providing. Does the value of what you do match the price you charge?

• Hopefully you give more value than what you charge. How is this true for you specifically?
• What are the motivations of your consumer? Be sure to be clear on this.

• Exploring the motivation of your audience member or client can often be reduced to answering the question “why?” Why should they want to engage with you?

• Remember, they are putting down their hard earned cash so how is this exchange going to delight them?

• Is there a fun aspect to what you do? Explore this.

• Examine this from another perspective. Frame what you are doing through these questions “Who” comes first, “Where?” is the second, “What?” is the third, and “Why?” is the fourth. Can you answer all these questions as they relate to your offer?

• Keep going back to understanding whom your audience is as you fine tune the campaign for your offer.

• Revisit the motivation of your target. What are their needs and wants?

• Take a gander again at your “How?” What is the means of you getting your message to your audience? Does it involve more than one contact? What are the ways you build trust with your subject?

• Describe in detail the levels and media involved in reaching out to your prospect. Think of it as a plan. What are the steps in this plan?

• Put yourself in your audience’s shoes. If you were him or her would you follow the bread crumbs to your offer?

• Another way to think about getting your message out is understanding the fact that often your audience will determine the medium. Where do they hang out? How do they seek out what they want?

• Do they get to your offer through social media? Do they find what you are selling via a series of emails?

• Even though much of what we’ve gone over may sound repetitive, keep in mind that communication is an ever evolving concept. Make note of your communication style and ask yourself does it suit your message and is it the best possible way to contact and motivate others to take action on your offer?

• Now that you have crafted your offer, soon it will be time to launch it. Go over your offer for spelling and other mistakes.
• Read your offer out loud – does it convince you to buy?

• If you can, test your offer on members of your target demographic and revise from there.

John Yianni Stamas on Building Your Audience

who_is_your_audience_made_easy_emailTime to go back to the central idea – who? Who is your target audience?

If you want to build your audience it is highly recommended that you start an email newsletter. Even if this task sounds daunting, or if you think you have nothing to contribute – think. Everyone knows something about a certain topic. Uncover your topic and you have taken the first step toward building your audience through your newsletter.

Do you have a topic you are passionate about? Chances are that, that passion translates to you being an expert in something. Who could use this expertise? Remember, as long as you know more than your audience about a certain topic, you are an expert. Or even if members of your audience know more than you do, your job in that case is to help to remind them of what they know.

Breaking the idea of “Who?” down. Be very specific and look at what they do to achieve their wants. What is their problem? Your product, service or newsletter needs to be a solution to that problem. Sometimes the question “Who is my audience?” can be achieved through doing reverse engineering. Look first at your expertise then think in terms of what problem does your expertise solve for your audience?

Next you want to think about “Where?” Where am I going to find these people in their highest concentration? If you have started a blog on the topic of your expertise, you can approach prospective members of your audience online and ask them if you can do a story on this person in regards to her or his particular path. Integrating future audience members into your blog can be a win-win situation because you gain an audience member and ally and she or he gets some web publicity.

The key here is not big numbers but rather, audience-specific niches. Where do these very specific audience members get their information? If you are having a hard time figuring this out, start doing searches online in regards to key words that relate to the topic. This is a brainstorming session. Inserting key words into a search engine will provide you with fresh insight into locating your audience. Or, the key people behind the websites you discover could be future stories and interviews for your blog.

So “Who?” first and “Where?” second. Once we know where they are, ask yourself the question “What are their buying habits?

Consider going to the place where your customers are located. You may even uncover a future partner who reaches the same audience as yours.

If this is the case you could even offer a co-promotional venture for which you do an interview with this blogger and she or he does an interview with you.

Now we are at the “What?” What is it that they actually want to buy? We cannot stress enough that you want to think in terms of your solution to your audience’s problem. This will answer your question of “What?” The “What” is your solution.

How is your solution transmitted? Do you have an online ebook containing the solution or will you write one? Writing an ebook, although this may sound like challenging task, can actually be made more simple through “re-purposing.”

Chances are if you’re a blogger that you already have on your blog a lot of tips on your solution. This means that you can convert your blog entries into an ebook. Your audience will appreciate getting the solution they need all in one place. Truth be told, there are very few new ideas. Therefore your ebook might be reminding your audience of what they already know. This affirmation can give your audience the courage to pursue whatever it is that you are writing about.

Get specific in what your offer has to be to come across as desirable to that audience.

Finding a way to tap into being desirable to your audience is as easy as tapping into your own passion. If you are excited about your topic, you will be able to come up with reasons as to why your audience will want to purchase your item.