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2. Online Marketing: The Next Step

David Sharpe


When your website is optimized, it's time to implement more advanced strategies. You'll learn how to get more visitors by combining social media, search marketing, and content marketing; how to build an audience that can't wait for your next product, how to make even more money from your site, and how to use your site for outreach/evangelism without alienating your customers. 


David Sharpe

Technical Director for the Center for Online Evangelism



  • November 12, 2015
    10:45 AM
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Social media is a vast vast field and. You can spin. Your entire life. Trying to catch up with where social media is right now. And the rest of your life. Trying to keep up with it as it changes from day to day. I'm going to go back over six some of the information that we talked about yesterday only We're going to have a slightly different twist to it as we talk about what you need to do in order to be successful with social media. And you saw this and we talked about it many times yesterday know your market. And I'm going to keep hammering at it because it is the foundation for success online if you don't know your market you don't know what they want you don't know things about them. You cannot target them effectively. So start out with with as you're thinking about your social media activity what's the desired action. What do you want to have happen. When you do something on social media what do you want do you want somebody to share it. Because share a post that you've put out there just because it looks nice. Because you're trying to build brand awareness. Are you trying to get people to come to the Web site and sign up for an e-mail newsletter which is something I highly recommend. Are you wanting them just to just come to your website and look at the home page and be done with that something I don't recommend but there are people that that's. That's their most desired action. So you need to know when before you create any kind of a of a post or action on social media. How than mine. What you want to have happen as a result of of what you are doing. It's going to be different at different times. So you know like for an event like this. I might go and create a a hash tag for Twitter so that people can find what's going on here and. And I probably shouldn't get into all of that that side of things but the. The desired action there would be get people to post on Twitter. Things that they are are experiencing or learning here. And so it builds a kind of a conversation on Twitter. The point is not to get somebody just come sign up for an e-mail list the point is just to create a a sense of community and and conversation going on on the social media. That's one type of desired action. I would recommend that you try to find something that. That actually is going to benefit you in the long run. Like getting them to subscribe to an e-mail list. So who's most likely to take this action and this. You can drill down to as far in the demographics as you want. You can say it's. It's most likely to be a thirty five year old single mom with three kids or. You might say who's the person that's most likely to buy my high tech potting soil is likely to be a a female gardener. With an income of seventy thousand dollars a year or more. So who's most likely to take this action that you are are trying to to get them to take. What motivates them and. And it's not always what motivates them in direct context of what your business is because there are other things that motivate them outside of your gardening tools or your bible studies or your help with lifestyle. Products. There are other things that motivate them that if you know this you can. You can reach out and touch those. But buttons. That gets them to take that most desired action. So where do you come in what do they already know about you when somebody sees your information. Your social media post. Do they already know anything about your is that most likely their very first contact with you. You're going to have a slightly different type of of material that you put up. If they've never heard about you before. Then if they are a somebody that has been with you for a long time and knows you and loves you and trusts you. This ties into what motivates them. What's going to drive them to take the action that you want. And what's going to drive them to take that action right now. Rather than tomorrow or next month. Is there and you know. They may be something that motivates them but there's something going on right now that. That creates an urgency to take the action. Now rather than putting enough. Maybe it's a discount that expires tomorrow. Maybe there's something current events. You know that the meteors going to hit the Earth on Sunday in and we're all going to die so there's some urgency to take action right now. If you don't know this then. Then you're not going to be able to to create something that drives them to take the action. Where do they get their information. Are you posting all your stuff on Facebook and they're not there they're over on Instagram. Are you trying to reach your audience on Instagram and they're all over on Facebook posting cat pictures. If you don't know where they get their information. You may be fishing in a pond it doesn't have any fish. What else is important to them. And how do you find out this kind of stuff. One thing that I didn't put my slides here and it just occurred to me that I should share with you find publications. Print publications. Commercial Web sites. Digital magazines. Anybody who is selling advertising. OK So for example Country Living magazine. They sell advertising. Go to their Web site if you have something that you think would fit with country living. Here's how you find out for sure. Go to their website. Go to the advertising department. Download the media kit. When you download the media kit you will get a breakdown of the demographics of their subscribers. You'll find out things like income level. You'll find out how much time they spent on gardening last year. You'll find out what their other hobbies are. And you might find. There's one person that. That has a website that's focused on working moms. That's also all it is working moms. And when you look at her. Media kit for selling. She sells advertising. Find that one of the highest activities and interest in her. Subscriber base is hiking. So would you think that I mean would you know that without looking at the media kit probably not because how many would you would guess that a working mom would have time to hike. But yet it's a high level interest so if you had something that was related to hiking and working moms. You know you've got a good fit there. So find these these Web sites and digital digital publications and print publications that are selling advertising get their media kit. Especially if you see any overlap. For their market and yours. What you have to offer. And you're going to find out things like. What's important. Where do they get their information a lot of times you'll find in these media kits. They'll be information about social media and other activity. So it can be a goldmine for research. Where do they spend their time online this goes back to where they're getting their information. We have one two three four five six. Social media channels. Listed in this info graphic. And they're all different. Penshurst with twenty million Twitter two hundred forty one million Facebook. Over a billion. Instagram this is. This one's out of date. This is last year. Instagram I think is closer to four hundred million now. Instagram's the fastest growing. Social media channel. Out there right now. Google plus. Even with all of those active users Google Plus this slowly. Disintegrating. Three hundred million here and Linked In. And if you look up here you can see they're talking about the differences between each of these. So Linked In is all business oriented and pen trist is all about discovery. And you look here you can see that the. There's crafts and recipes cooking. Help. Fashions those are the areas where there is the largest opportunity. On Petrus not going to do so much good over here on Linked In. So you need to study the different channels. And this slide will be in the I'll include it in the Power Point that us into these. So you can look at it more closely. But this is valuable information. You could be wasting your time trying to do. To do much on Linked In You Tube is the second largest search engine in the world. That's And. It's it's a little. It's really not considered. Social media as much as it is a search engine now. It's a video search engine. Video is a a. It's also you can also use it as a search engine but it's more of a. At least in how I have seen it used it's more of a video hosting platform. I don't see it being used quite the same way as You Tube. You know. You Tube People use it as a search engine. I'm curious about Indian cooking someone to go over to You Tube and and see if I can find any videos on Indian cooking. How people consume video and we'll talk about video in a minute but you know. Most people think of it as video hosting. And as you know before you can go comment on videos that you watch and so on but in reality it's the world's second largest search engine and gets the second highest volume of surf traffic. And it's of course Google owns it so you get a similar situation is trying to work with Google. Are A goals. Now we're getting into setting up your social media presence. The things that you need to pay attention to so you need to know your market. You need to know all kinds of things about them and now we need to start talking about what goals you're going to set of goals you're going to have. Before you start with that how are you going to know if you're successful. What has to happen for you to say that was a successful strategy. Are you successful if you get fifteen people to come look at your website. Are you successful if you get five thousand subscribers to your email list. What. How do you define success. And I just so you know that that is going to shift from one time to another a make shift from one channel. You know. Maybe you want a different strategy for. Linked In then you want to do with Instagram you have different goals. Different ways of measuring success. So as you're looking at each one of these have an idea of how you're going to know success what can you measure. You know here's an example if you can measure increased e-mail subscriptions you can. Can measure how many telephone calls you've got as a result. You know your situation is going to vary. And I can't really tell you what. What is going to be a meaningful metric for you to use. But you need a metric that you can use something that you can measure success by. So once you've got that figured out you can decide what you're going to do you've you've defined. Who you want to reach. And then what you're going to do about getting them. So these would be examples like signing up for Twitter signing up for Facebook. Starting an e-mail marketing campaign. Starting a blog. You know what. What actions are you going to take next. And then choose those channels and get started with them again where does your target market hang out that. I can't emphasize this enough. If you want to reach the grandmothers. On social media. Where are you going to go. Are you going to go to Instagram. There are a few of them out there actually it's something like thirty percent of Instagram users are over fifty five. But the vast majority are under thirty five. So you want to reach the grandmother's Facebook and pen trist are probably your best but you want to reach. Women that are are interested in crafts. Pinterest hands them. So know where they're hanging and sign up for an account. If your many of us don't have accounts with all of these social media things where we're so busy with other things. And when I say security or us or else here's an example. If I set up a Facebook page. I could get the U.R.L. Facebook dot com slash mark or farm journal. And that would be the page you are ill for somebody to come see my page it doesn't exist so it's not going to be much good to look for it but. That's an example of securing your U.R.L. sign up for an account. Make sure you've got a your e-mail that's representative of your website. Because you're very likely to use more than one social media channel create a spreadsheet and set up your usernames and passwords in that spreadsheet so that you have an accessible or. You can use a password safe. Like like something like. Last Pass or password safe. There's several little different programs where you can store your passwords and have been easily accessible somewhat secure. You want that because when you've got multiple accounts. It's a little challenging to remember them all. I would strongly recommend not using the same username and password for each one because if it gets hacked in one place than they can. Going to meddle with your accounts. Everywhere. Something that we all struggle with a little bit is. You know so many passwords so many usernames. And so it's easy to just try to use the same one across all the channels but it's a security hazard. You should have a logo we talked about branding yesterday. Get a square. Version of it because whenever you're posting in social media almost all the social media's channels have the a little spot for you have an avatar. Or a it's. It's like a just a little image that represents you. It should be your brand. And it should be square so that it fits into their space without getting squashed and and distorted. It's very easy for a graphic designer to do if you can't do it yourself. Just ask your designer to do it. Social media is a wonderful place to get seen. But crib. Carefully. Spend some time on each channel. Before you start posting anything. Go ahead and get your U.R.L. set up but don't post anything until you've spent a couple of hours. Cruising around paying attention to what's going on following people and following. Learning how it goes because every channel has its own culture. They have their own rules of etiquette their own language their own vocabulary. And if you come in without. Obviously being an outsider. Your risk of damaging your credibility. And the Internet has and memory. Like you wouldn't believe. Nothing ever disappears once it's out there on the Internet. So as you're looking around these various channels pay attention to what people are saying now. What. What types of content do you see that gets a lot of shares. And what constitutes a lot of shares on Facebook is when you see a post that's been shared has it been shared. Ten times. Has it been shared. Ten thousand times. What's what's kind of a common. Number that you can use as a measurement for whether yours was successful and on what are they sharing as a cat pictures. As a six second videos. What. What do people share. And what did the people say. What does your target market share so try to identify some people who are in your target market who have. You know find their accounts. See what they're sharing see what they're following see what interests them and. This is another tip that a lot of people don't think about Find your competitors. You should know who your competitors are already. If you don't find out. Because if you can find a successful competitor you can see what's working and what's not. And you can shorten your learning curve. Dramatically. So watch. Collect ideas try not to to steal them verbatim. But look at what's use what's working and try to figure out why it's working and then do the same thing. Social media is a dangerous place. I don't know if you've you've sure you've all heard stories about companies that some some low level employee has access to the Twitter account and says something stupid and makes a a customer very very unhappy and everything all of a sudden as the saying goes Twitter blows up. And all of a sudden a company has a reputation problem. Because And they have to go into crisis mode and do all kinds of reputation management. Try to diffuse the situation. Nothing ever goes away. When you push send. It's out there for ever. Somebody has got it captured some more so think before you post in this goes for emails to. And it's such a problem with emails that Google just released a thing in Google legs. A month ago or so where. If you're using G. Mail. In the in the web browser. There's a little extension that you can add on to the web browser that gives you thirty seconds before the email actually is sent out so you can push sinned and. You know I don't know I shouldn't have said that you can recover it. You've got thirty seconds to recover it before it actually goes out there. So. Social media e-mail. If it's your Web site. You can probably get it off of the. You can take a page off pretty quickly. But social media and email you push Sinden it's out there so think three times bit least before you actually post something. OK so content. The actual content. We might actually cover the material in the clock at the same time here. All right we talked about curated content. Yesterday for those of you who weren't here curated just means that you are are sharing somebody else's information and providing a link back to it. So if I have a blog. And I'm writing about gardening. In Tennessee. Forest gardening. Because I live in the forest and shade is about all we've got so I'm writing a blog about forest gardening and. There's a lot to that other people are writing about it. I don't have a lot of experience I don't have a big stack of logs with mushrooms growing on them so I don't have a whole lot that I can say about it but I'm very interested in is so I I want to have a blog on forest farming. I can go out and pull in other people's content. I can go to the guy that's the mushroom expert and North America. And I can extract a small amount of his content of his an article that I really like. And I can post it on my blog. With a link back to his. He gets credit for it. I can comment on it I can have an opinion on it I can. I can say things about it whether I like it or not. And the link goes back to his site. That's curated content. Sharing other people's content. OK So just like you would we were talking about the email. You want to create a content calendar for your social media. The more you can document this out and schedule it out. The more consistent. You're going to be in the more you're going to hit your. You're going to be functioning like a real marketing department. Most of us just you know we sit down at Facebook and we like something we share and we move on if you're going to do this for your business for your website for your ministry. You need to plan it out. So that it stays consistent because if you can plan out a month's worth of of social media posts. You can spot. Any problems with consistency. You can make sure that your message is consistent that your. You're actually accomplishing what you want to accomplish. So you. These can be things like blog posts. Tweets. We were talking about Twitter. Those hundred forty characters that you post on Twitter are called tweets. Care to remember I said every every channel has its own language. There's an example. Tweets who thought that in two thousand and fifteen. Grown people would be walking around talking about tweets. Facebook posts You Tube videos. E-mails. Even direct mail you know the people are using direct mail to drive. Activity on social media. It. There's you have to be careful about it because you have to make sure that your cost effective. But I just thought I'd throw that in there for fun. Press releases. You can post information on your social media channels that point back to press releases or point press release to the social media. Such are all right. What am I going to post about if you think I have a slide that slightly out of place but you're going to be. Once you're active on the site you should probably be posting maybe about three times a day. At least twice a day morning and evening but the most successful people are posting. Three times a day. Morning noon. You know something around six o'clock six or eight o'clock in the morning noon and six or eight o'clock in the evening. It's a lot of stuff to post. Usually what happens is they'll post the same thing three times a day. So it's a picture. Blog post if you're not going to do that but you might post a tweet about your blog post. And do this three times at those spaced out. You know. Morning noon and evening. So what are you going to post about. You've got to. That's a lot of information to carry to try to bring out and and few of us consider ourselves such experts that we can keep up that steady flow of creating content. So you can comment on industry newsletters blogs and websites. Google alerts. Are you guys for million with Google alerts. No. Let me show you Google alerts. Because this is the tool that you should know about. OK. There's the Web site. Google dot com alerts. And you can put in a keyword there. And you can ask Google to see. Cindy you and email once a day with everything brand new about that topic. So let's let's pick a topic. One too many. So let's you know I'm just going to put in guitar. Just because I can set the choose when to set the delivery time. Specifically when it shows up the digest so that they're all in. In one email. I can click save. And now it's going now Google is going to send me every time somebody has posted about guitar. On the web. In the last twenty four hours. Google search. Taps into Facebook but I have not used in the Lurk for the last year or so when I was using it regularly it was not bringing in social media. It was bringing in blog posts and web pages and news articles. So the value there. Though is that you get now you have. You have a. A notification that tells you about all these new blog post about all the new news articles. And now you have something you can write about. You can comment about those. So it's. It helps you keep in touch with what's going on out there. It's hard. They say no but you're from remember what I was talking about yesterday with Google. Preparing to to filter. Results based on what they consider truthful. I know I wouldn't put it past them. So you can post about what your competitors are doing and you can look at what your competitors are doing and talk about the same kinds of things. Success stories in your own business or organization. Inspirational quotes are huge. If you look at Instagram. In fact. There's times when my Facebook feed is all it is this inspirational quotes you know a nice picture with some quote from Gandhi year. The row or some other. Supposedly famous person. Inspirational quotes people love to share those. If you do these. Make sure that your website. Is there in a watermark at the bottom of the image so that people have a way of. So Otherwise they're just getting a nice quote. But they can see if they can see your website. It's a way of raising brand awareness. Have you reached a goal a personal goal a business goal an organizational goal. What if you want input on an on an issue you can ask your. Following on social media. Give me input. And this is one of the big things the book that I was telling you about ask. By Ryan love that he asks. Obviously by the. By the title of the book. His whole thing is asking his audience. What they want. What moves them and so on you get then put from events and over anniversary celebrations. These are all things that justify a post on social media. And these are things that help create a sense of community a sense of audience sense of engagement with with your followers and people who have chosen to follow your social media account. Email newsletters and you can. You can post something on Twitter or Facebook our new email newsletters. Has just been delivered. Check it out. Kind of thing. News jacking is something that works really well for certain types of organizations and that's tying current events to your industry or your business. So. Let's say that you have a certified organic non G.M.O. farm and. There are some big protests going on somewhere about G.M.O. foods. You can tie that into what you are doing what you are. What you're doing on your own farm. How you how you are already addressing this problem and providing the type of food that people are are wanting. So tied the current events. Into your your industry your business. And if you're interested in this just global the term news jacking. And you'll find a number of resources that talk about how to go about doing it successfully. If you do it properly you can end up getting invitations to speak to two reporters journalists. NEWS MEDIA. And so on to provide commentary on the Current event. Because you are now relevant to the story. And they're always looking for the local angle. So if you're interested in getting media attention. This news jacking is one of the. One of the more effective ways to do it. Figure out what's working for others and adapt it to fit what you are doing. The eighty twenty rule. Seems like life is broken down the eighty twenty. Applications but this one seems to work really we'll if you. On social media. Post about eighty percent. Other people's content and other words on Twitter. I might post something A says hey guys Milton has a really cool article on his blog about. Simple church. You really need to go check it out and provide a link to it. And that course that's more than one hundred forty character so I'd have to do some abbreviations hidden and editing but I'm promoting. Milton's blog posts. Hey guys you need to see what. What's happening at Oklahoma Cademy their farm is. They just planted and it's. It's really cool look in the design that the tractor made in the dirt. Whatever. Posting a link to the site. So eighty percent promoting other people's content. Twenty percent of your own seems to be the ratio. That is the most effective for people. It means you put in a little bit of time finding other people's content to promote which is why something like Google alerts. Is so useful. It's both but primarily your credibility increases the more you. If you look in social media it's a really weird thing. It's kind of counterintuitive in many ways but this when you would think that with this platform all these platforms these channels where you can blow your own horn and make this big deal about what a great company you are and how many benefits you offer to your your clients and. It just seems like a non-stop stream of marketing opportunity. But the people who do that tend to not be very successful. The ones that have the greatest followings are ones that are saying hey guys look what I found this is really cool over here you need to check it out over look what I found over here. And it's. As long as it's quality. I think part of the reason for that is that we are as a society we're so overwhelmed with stuff this demanding our attention. And so we're looking for anything that we can use as a filter to help us. Evaluate doing need to pay attention to this. So if you have a a social media channel. And you're providing really good. You know you're finding all this cool stuff out there that you're sharing of other people's content it's something that I'm interested in. I'm going to go look and see what you're doing so that I don't have to spend those three hours going and looking around for those links myself. This is a little bit different from what. What many people think of social media that aren't that aren't involved with it. There's there's a couple of levels there's the personal level where you're connecting with all your college friends and. You know your swapping pictures the grandbabies and cat videos and. And it's a personal. Chit chat. Gusev kind of thing. Catching up on news personal news and so on then there's what I'm talking about here where you are trying to. Promote a cause or. Get an idea out. Or a business. There's this little bit different. You're sharing the same types of information only it's like on a business level. So there's going to be some back and forth but if you are. If you are doing a. If you're doing that is this as a. It doesn't even have to be commercial. But say you have a purpose other than just the personal. Catching up with college friends. Type of thing. If you're wanting to promote sleep apnea. Exercises or you want to promote something like that will lead to Bible studies. There's going to be some conversation back and forth. But ninety eight percent of it probably will be within the context of what your purposes. Because that's who you're going to attract your chair if you're trying to do something with sleep apnea. Exercises and. I'm not interested in sleep apnea I'm not going to fall. Any If anything he does. The only way I would see it is somebody I'm following. Has sleep apnea and is interested in it and they share it. Or if I come across it. And I know somebody who might be interested in I might share it just because that's that's one of the ways I function online is I'm constantly pulling information and and sharing it back out but. I probably wouldn't follow him I would recommend somebody else follow him. So the back and forth that you're going to have it's going to be within the context of your purpose. As long as you are not doing a lot of cat videos and sharing other other people's kept pictures. You're not going to be getting a lot of that back. So that. The thing about social media is there's a lot of interaction a lot of networking. It tends to be shall just by nature it's a shallow networking type of thing. But it is a place. It is there's a wasted and to make it happen within the context of your Bible study idea or the sleep apnea. Exercises or a farm. A garden. A C.S.A. program. You know a subscription gardening and. Most of the conversation that. That happens within that little group is going to be around that topic. And you just ignore the rest of it any more questions about social media or covering more strategies. Then actual. You know getting into the accounts because they change constantly. And by the time. We close down for the day. Something will have changed somewhere and that information would be out of date. The strategies. Seem to be consistent though. All right. I was going to give you a short course and headlines I was going try to day yesterday but we are out of time for that again. So I'm going to say. Please go. This is. This is really important. What regardless of whether you're going to do social media or whether you are going to just have a website. You should go to boost blog traffic dot com and you'll see here right at the very top of the page. John has a big bucks. That takes up most of the area above the fold there sign up for that given your email you can always unsubscribe download this book is a book fifty two headline hacks. If you want search traffic. If you want. People to click through on your social media you want people to click to open your emails. You need to learn how to write headlines. Because the headline often is the only thing that gets read. And it's what people determine are they going to open it. Are they going to read it they can spend some time are they going to move on so this is one of the best resources that I know for that and then John's got excellent excellent. Information for anyone that's got a Web site is blog oriented but there are things that you're going to know you need to know that are. Are related to blogging. But you're going to need to know them to have an effective website so go sign up for that. And I know I'm pushing it hard but I don't have any any connection to him other than I'm a fan. There's some but this particular e-book is all about how to write the headlines. But he does have other information on the Web site and his. He is a stickler for high quality writing. So this is not just about how to write quick quick bait. You know that's going to get people to click and then you've just gotten the traffic for advertising purposes or something like that. He's he's one in you to to write something that is high quality that's going to be the reader's going to actually say I got something of value when I was done. So that's and that's another reason why I push this site is because the entire site is so good about that type of. You know about pushing the quality. The issue of quality. Because our attention spans are your word. We're just getting hammered from all sides. For our attention. And it's these articles that I was reading this morning. Were a little bit discouraging because you can spend twenty hours. Plus Writing a high quality blog post. And then to have nobody. Share it with anybody else you might have a bunch of people read it but nobody shares it. It can be discouraging because I've you know you're right it. To share for people to share because you want more traffic you want more people have come and visit your website. So it can be a little discouraging at times. To see that happening but it's still. There's so much competition out there that you have to put in that quality of writing. And not just rely on the on a headline on the other hand. You can have the highest quality blog post in the world but if your headline doesn't measure up nobody's going to click on it. So yeah you've got to make those to fit together. And there is good information on that site about how to do. And of course again. Copy blogger. Their resources are really good. Most social media is visual more than text. Now you have to have good visuals constantly. So here's some tools that I'm going to recommend and I'm going to go quickly because we're running out of time. Kanva is an online design. Platform that lets you. They have templates there for Instagram and Facebook posts and other posts. They have templates for info graphics they have templates for web pages they have templates for menus. Anything you want to design they just about they have a template for and. It's pretty easy drag and drop type things. Type of interface. So it's even if you don't have any design experience. You can actually turn out some pretty nice stuff with Kanva words WAG is a an app for smartphones. I believe they have been an Android version as well as. I Phone but it's something that lets you create some pretty nice. Like the inspirational quotes that are on top of the of the image. So you might want to check that one out. Photo pen is a site where you can go to find to search. Creative Commons. Copyrighted pictures and more and file as well and I need to tell you a little bit about that. About the Creative Commons. Please do not just grab a picture off the Internet and use it in your own stuff. You could easily be violating a copyright. Without knowing it. And if you happen to to grab a picture that is owned by getting the images. Then get a will come after you and sue you into oblivion. And they are very aggressive about it so I might have paid. Getty Images for the right to use the their. One of their images on my website. You come to my website and the and see it. And like it. So you're going to swipe it and use it will get a Images. Tracks. Their pictures through the web and they know that you swiped it. You didn't pay for it. And then they're going to come after you. So make sure that you are not using images that have copyrights. Attached to them and under no circumstances use a good image unless you're paying for it please. Couple of years ago I was telling. Telling somebody having a conversation with someone about this issue and the guy walking by stopped and he said you know what we've got a church that's that Getty Images of suing us right now because they swapped swipe to get a image to use for their shepherdess newsletter. G E T T Y now. Or use use photo pen more file or this link right here. Creative Commons is a copyright. That has there's different layers of of copyright protection for these. Generally you can use these pictures. Let's say you can. You can either use them for any purpose and edit them. Or you can use them for any purpose but not edit them or you can use some for commercial purposes. Or some for not me there's like I said there's several different types of copyright within the common. Creative Commons. So all you have to do is is go back to all three of these rate here. Are interfaces for you to search for images with the Creative Commons. Copyright. As long as you've checked the boxes properly. You can use those for you know if you've checked that you don't need to use it for commercial purposes. You know it's not a commercial purpose. Then the results that you get your OK to use. If you want commercial purposes. You better check that box. So that it returns the. The appropriate images. And then you can take them and use them within the limits of the of that copyright. Without paying for that. Typically Creative Commons you get free use. But there may be restrictions on the type of use it so. For most of us who do not want to go pay a stock photo agency. A lot of money for the right to use an image. This. This is your best solution your next best solution is to go take your own pictures still. This this right here will keep you out of legal hot water. If you're going to work more than one channel on social media. Work smart use a dashboard This allows you to control your social media through one spot. Hoot Suite is used by. Probably more people than others. Tweet Deck is one that's specifically for Twitter. That allows you to to manage multiple accounts. Buffer is another dashboard. And all you have to do is go to Google these names. And you'll find find them. Again. Create a schedule and stick to it. It shouldn't take you more once you've decided all your strategies and you've got your pictures created during your posts created it shouldn't take you more than about fifteen minutes three times a day to post. And again. Most of us are pretty busy so find somebody that's capable of doing this for you. You can delegate it on social media the one thing that you need to be aware of is you need to respond quickly. When somebody. Connects with the contacts you ask a question. Social media is something that happens very quickly there's fast. Turnover and. People expect a response within minutes or hours not days. So keep that in mind. So that you don't take long vacations without somebody. Checking the channel periodical. We talked yesterday about avoiding vanity metrics we don't care how many people are following you we care how much traffic you're getting to your website we care about things like. How many people have signed up to your email acct. List. And how many people are buying widgets from you. Those are the types of things that matter. The number of followers you have on the social media channel. Is more of a vanity issue than anything else. Facebook you can track. Stuff with instant post insights. Module and just. You can just search within Facebook for that and get information how to use it. Twitter you want to track things like RE tweets. That's where somebody has seen your tweet and they've retreated it they've sent on to their shared it with in their network. You want to pay attention to your website analytics and we've talked about Google Analytics. Often on. How many people are hitting your blog posts and commenting typically blogs have comments. Allowed at the bottom of the page. And there's a lot of conversation goes on there and that's how you build community with the people who are reading your blogs and of course. E-mail subscriptions and seeing what works and. When you find something that works. Do more of that if something doesn't work. Obviously you don't want to do more of that. Use your time in your resources wisely. We've got about eight minutes left to go. So in the premium version it might be. They have a free version and a premium version of social media tracking if you really want to get serious about tracking what's happening with your social media and I didn't put this on the slide because it's a paid tool. But you want to go to buzz. Sumo be used these the SU and they are the ones that are pretty much the leaders in tracking your social media. But as be used these the su M. of dot com All right it's easy to forget. Because we're dealing with technology and cool things and so on but social media. On the online world fact this applies to everything that we've talked about in online marketing. It's just a set of tools. That's all it is. You have to be really you have to be transparent you have to be able to engage with people. Because at the end of all of this. It's about people. It's not about the tools. It's not about the tools just let us get our message out to a broader audience. So don't lose the human element in all of this. I'm going to just quickly run through the video marketing section here. If there's a question stop me. Police and I'll be glad to expand on that a little bit. People prefer video content over anything else. Seventy percent of marketing professionals say that when they do video marketing it outperforms. Everything else that they do. I don't understand it. I hate stopping and watching video. Unless it's an instructional video showing me how to play a cool chord on the guitar. Or how to do something that I really want to do I don't like watching video. Apparently I'm in the minority. Fortunately for most of us it does not have to be high definition or professional quality. What you have on your smartphone is sufficient. The one caveat that I would say and if this doesn't make any sense don't worry about it just make a note. It should be in ten A.T.P.. That's a higher resolution. Of the format. It should be in ten eighty P. if at all possible. And again. Most smartphones do that and you can in fact. You know with the i Phone you've got all the editing tools available right there you can. You can shoot it in edited and do everything to it right there on the i Phone and then upload it. And it's all done. So you need to tell a story though does it need to have a purpose. And I'm going to give you real quick this format. And again. I'll send you all of these slides so you'll have it all written down. I S. Our format. P I S R. This is a a format formula that you can use for creating videos and. It's it's something that you can use to sell and you can. But you can use it to tell any kind of story pretty much. So problem. State the problem. Tell what the implications of the problem. Are or were talk about the solution. And talk about the results. And if you cover that you've got the basic video sales letter. You've got a basic story. You can talk about you can use this to talk about health issues you can talk about gardening issues you can talk about education issues. Anything. Using this format. And then end up with a call to action. And the call to action doesn't have to be by my stuff. It can be sign up my newsletter. It can be. Please call. Any action that you want to take Don't waste your your efforts creating content and then forget to include a call to action always ask somebody to do something. What kind of videos. Can you create. I'd say stick to five minutes or less two to three minutes seems to be the norm. And if you have a ten minute video please break it up into two or three smaller ones. So if some examples. Gardening demonstrations were to one tip for video how to control cut worms how to you know what tobacco mosaic virus is what to do about it. Demonstrate a single recipe. A short tour of your your C.S.A. your subscription garden spotlight a specific vegetable or a value added product from your farm. And when you're doing this. Use all five senses and I'm going to take a quick moment to to give you an example so that you understand. So I want you to imagine you're seeing this video. And I'm picking up a bright yellow lemon. I've got my hands you see rolling over my hands and feeling the texture of the skin. I say so we've got what sight. Touch. So far. You see me place it down on the on the countertop and you hear it. Kind of a thump as it hits the counter. And then I take a knife and I cut it and you can skin see it. Dripping their little bit and I reach up and take a look now how many of your malice just when you use. The power of using all five senses in your story. In your video will get people to have a reaction that they dissed about can't control. This develop. Likes. You know imagining somebody looking Limon. OK monetising your site and list. Affiliate Marketing you can sell other people's products through your. It's Web site through your email list and. You can get commissions the easiest way to find that to find it's possible. Products. Is to Google. Go to Google. And I'm going to use gardening for example. I'm going to type in gardening. Affiliate programs. And that will be the easiest way to tell you to find. Companies that are willing to to share their profits with you if you sell it. So what that happens is is you sell at how that happens. You promote it. Somebody clicks on the link. It goes to the other to the company's Web site and he handles all the payment all the fulfillment. Shipping handling everything. They send you a commission. Because you promoted it. You can create and sell products or courses of your own. There are people who are very interested in that and that's actually where the most money is out there right now of for online marketing. You know Paul di singer has garden launch that. That he's doing and training in organic gardening. Doing a really good job of putting all these elements of online marketing into place. I just saw a free summit. Came through in a homeschooling newsletter this morning for a beyond the grid beyond off the grid. Summit it's a series of something like forty five hours of video on homesteading. It's free so I'm curious to see what their. How they're going to make money they're probably going to want to charge me for advanced classes or something like that would be interesting to see you can partner with someone if you don't have the skills. You can partner some with someone if you have all the skills and you know. You have all the experience you need. Need to have about gardening but you don't know anybody that knows online marketing partner with somebody that knows online marketing of course creation. If you are really good at one area but you're lacking another partner with someone. This is one that you should know about for if you're involved in gardening. Market gardening. Locally grown dot net. And this is a software developer. If you look at his Web site you'll be able to those of you who are in class yesterday you'll see what I was talking about where online marketing is doesn't have anything to do with I.T. and programming. And so on you'll see his web site looks like it was done by a programmer. Now it's not ugly or anything he's done a fairly decent job but it looks different from what you'll see of any other kind of Web site out there. But he has a platform where you can do a local farmer's market. Online. And I bisque inning through it this morning and it looks pretty interesting I can't vouch for him at all. Paul and Ed Dyson your WAS were telling me about it last night. And so I was looking at it and and thought I should pass that along to you because it. It looks like it has some potential. Because it allows you to to still do the local farmer's market type of thing but. Harness the online. Market as well. Outreach and evangelism this is what we do in our organization. All the time so here's some examples for for the agricultural community that you can do in your. Online efforts. You can offer lifestyle resources. If you don't have any but you would like to be involved with it. Check out outpost ministry done. Net. Richard Ramos has developed a series of videos. And a whole program designed to bring people into lifestyle programs and then on into the church. You can offer if you're already an expert in this you can offer lifestyle coaching and classes and offer it through your website. You can do it online. Here are some options for online video conferencing course go to meeting is one of the standards out there is a moon is the one that I use for all of my video conferencing I've been very happy with it it's zoomed us. And of course. If you want to go the free route. Google Hangouts is available also you can use these for offering your services. Consultation coaching and so on and anywhere in the world. You don't have to be stuck with somebody that's lived next door within driving distance. So couple of options there. And if your. You have a website that is that lends itself to lifestyle issues. Check out this page. And the U.R.L. will be in the. In the notes. But better life. Broadcasting has a health channel now. And you can embed this on your website. And you can provide lifestyle content to your visitors. It doesn't have to be on your main page you can have another page off. Off the main page so that it doesn't interfere with your primary. Information. But if you have an agricultural oriented website. It's very natural to offer the lifestyle type of material. People are going to if they're interested in organic foods. There's a good chance they're going to be interested in the their lifestyle issues that you can offer good information good advice on that. And you can lead that. Turn that into a gradual movement towards the Personal Evangelism. The overt in your face. Style isn't going to work online. It's going to drive people away. They're just going to disappear quickly. So you need to pull them in gradually practice them. Make it attractive make it. This media was brought to you by audio person. A website dedicated to spreading God's word through free sermon audio. And much more. If you would like to know more about audio version. If you would like to listen to more sermon. 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