Social Media Bootcamp Austin at Capital Factory [recap]

A few months ago, my team suggested we produced a workshop in my hometown, just to see how many people would be interested in learning about social media marketing.  I loved the idea and decided to reach out to some of my amazing friends who are in the marketing field and they were on board. Social Media Bootcamp was born!

Why a social media Bootcamp?

When you do an open call to entrepreneurs, small business owners who want to get visible, and marketing agencies, you need to consider that no content will be one-size-fits-all. We decided to call it a Bootcamp, because we were determined to teach as many lessons as possible in the 4 hours we had together. Since Capital Factory is the center of gravity for entrepreneurs in Texas, we decided to partner up to host this amazing event.

Social Media Marketing Strategies Covered During The Workshop

In preparation for the Bootcamp, I drafted a 5-step strategy (secrets to conversions from social media) that every business must have, as their fundamentals for their social media marketing.

1) Data and metrics.

2) How to build a brand by leveraging the power of culture.

3) Avatars and hooks grid to target 🎯 the audience.

4) Why your manifesto must be part of your content marketing.

5) How to influence people to buy from you.

Here is what I knew about the audience before even started the workshop:

  • Most business owners fail at seeing social media marketing as a tactical activity, instead of integrating social media marketing into their entire marketing system.
  • Social media is a communication channel, but most business owners only see it as a promotional channel.
  • Business owners are feeling overwhelmed with so many social media platforms and formats to share a message, especially Instagram and Instagram stories.
  • I knew I was gonna have a savvy, smart, curious, driven, and hungry individuals who were up to no joke and no fluff!

I didn’t have a Power Point or any slides deck. I wanted to give the audience what they wanted. So, we kicked off by allowing each participant to speak! I wanted to know them, one by one. What brought them there, what was their business, and what was the number one thing they wanted to get from the Bootcamp.

I felt an instant connection with the room. They had so many things in common, yet, so many different backgrounds and schools. After listening to what they wanted to learn, I was ready to put their business ideas into the test!

Social media has affected the way we make purchasing decisions. We have a new sales journey.

The Before

Before we had access to massive amounts of data on demand, brands treated digital marketing following a linear approach.  They were convinced that a series of repeated pieces of content would help consumers to “funnel” the information and would persuade them to make the decision to buy from them.

Social media changed the digital space. The opportunities to join conversations are endless; turning the funnel idea into obsolete.

Image result for lineal funnel vs non lineal

The After

Consumers are educated. They have access to data, on demand. If they want to purchase something, they get it. Typically, consumers are persuaded the most by their friends and connections and that persuasion doesn’t happen in a particular order.

Marketers have adopted a non-lineal funnel approach. Consumers turn into loyal clients or advocators triggered by loyalty, not following a particular “funnel”. This is called the loyalty loop.

Christine Young did an amazing job, sharing her cliff notes on Twitter. My team captured her tweets and turned them into a video for you!

As a brand, your goal is getting people to like you, trust you, and believe in you. Social media is a great communication avenue to achieve that goal! The key is to stop using it as a direct response marketing (the infomercial style) and create a content marketing strategy that turns your followers into loyal customers.

In other words, no more cats videos, memes, and irrelevant content!

The 5-Step Strategy To Succeed in Social Media Marketing

I asked them to draw a sandwich and it’s funny because, at some point, I called the sandwich a burger! But… the sandwich (not the burger) had a bottom and a top and 3 ingredients in the middle.

Having the opportunity to help entrepreneurs having a breakthrough is one of the most rewarding things that I’ve experienced in life. I crave for those moments! Obviously, I wasn’t just teaching and speaking. I called for volunteers who wanted to get feedback on their work!

Carla Birnberg from Your Box Box was one of the volunteers. As she read her company’s mission, we were able to identify a deeper way to communicate with their audience by designing a manifesto.

Messaging is key, especially for the crowded social media newsfeeds. We must communicate messages that allow us to create tight bonds with our audiences so that they feel connected with us because we get them. They feel like they are one of us. They belong. We should incorporate our manifesto into our branding and use social media to share it. See this example.

Image result for wholefoods manifesto

We scored great wins! Especially getting clarity about audience targeting using the Avatars and Hooks Grid

The audience had the chance to create a plan to switch from a transactional, promotional, and tactical social media marketing to a strategic, intentional, and profitable one. This process started with the first ingredient I covered,  Avatars and Hooks Grid.

Lori Stinson volunteered for our Avatars and Hooks exercise. We were able to craft her future buyer persona and created different hooks.

Targeting your audience is the key to a successful social media marketing strategy. Having a clear idea of who do you want to attract and all the details about them makes your life as a marketer really easy. Where to start?

Start with your favorite client

  • How long have they been in business?
  • Size of the company.
  • What made them buy from you?
  • What do they treasure the most about your relationship?
  • Why do they stay with you and don’t go to your competitor?
  • Do they have a particular culture?
  • Do you know their set of values?

For the Hooks, map your future buyer’s journey

Once you know your Avatar, the next step is creating a “hook”. This is where your content marketing comes handy. What information would add value to them? How would they prefer to consume that information? Would they appreciate a video rather than a 5,000 long blog post? Would they appreciate a tutorial?

Keep in mind, hooks are not the typical freebies that lead people to a transaction. We want to switch from a transactional, promotional, and tactical social media marketing to a strategic, intentional, and profitable one. This requires that you give more value.  How much is more value?

Follow the 3×1 rule

Share 3 valuable pieces of content with your future buyers and then make the 4th your pitch.  This can be a sequence, but not necessarily.  Your future buyers are smart. If you prepare high-valuable content, for example, blog posts, they will read them. If they feel that your content adds value, they will get your offer. Your job is to earn their trust.

The audience helped Lori with content ideas based on what they would love to see from her company. It was a lot of fun!

Julia McCoy from Express Writers Lead The Afternoon Session

The Bootcamp gave the audience a real plan to switch from a transactional, promotional, and tactical social media marketing to a strategic, intentional, and profitable one. Without a doubt, content marketing strategy is the key to approach social media marketing from this new perspective. And who else can lead this content marketing session better than the content hacker?

Seriously, Google her name and you will see. Best-selling author, awarded as top 25 marketing influencers by LinkedIn, published in multiple magazines, CEO of a successful content marketing agency in charge of ghostwriting for prestigious organizations around the world. She’s so successful, and yet, so humble.

Trustworthy content surpasses ads (by far)

Julia opened her session with some shocking stats about marketing tactics that are not bringing ROI (but they are still very popular). Somebody isn’t listening to the audience and that’s the reason why we felt the urge to host this Bootcamp.

People are not responding to advertising.

From 2016 to 2018, the return on ad spend, the conversion rate on a traditional cold ad funnel, went from 11.8x to .6x ROA.

The general rule: it’s not about what can I get from my audience, it’s about how much more I can give them.

I was seated in the public, watching Julia giving her presentation. Everyone was literally shocked and almost mad that they had put so much energy and effort into tactics that are no longer effective.

Julia’s presentation was outstanding. She covered 5 types of content you should be publishing to grow your brand.

  1. Blog
  2. Site content (web pages)
  3. Emails
  4. Social media
  5. List-Builders (Downloadables: Lead Magnets, Free Ebooks)

She gave clear examples of how to’s, which made it very easy to follow. You can find her recap here.

Marketing Panel

After Julia’s presentation, Kim Barnes, communications expert, and video marketing consultant, joined us to lead the marketing panel. We gave the audience the chance to ask us anything and they took advantage!

What are some of the guerilla marketing strategies you recommend, that are free?

Kim Barnes, an expert in communications gave us advice on how to leverage Facebook Live. She discussed some of the major mistakes to avoid, to build a brand, for free.

How do we manage to produce content for different channels, especially what to share in our business pages versus our personal pages?

I loved that each of us shared a piece of wisdom about this topic. As a content marketing expert, Julia shared the importance of having time just to create ideas, separated from content production, to avoid fatigue. 

My 2 cents on this topic was to treat every channel individually and establish a voice that met the audience’s expectations. For Instagram, for example, you must meet the visual requirements. Amazing pictures, creative content, and out-of-the-box stories. 

Can you explain everything about hashtags?

Hashtags were the most wanted item! I’m glad I had the chance to explain the concept using baby steps! A hashtag is a code and is used to create boards. Boards are “parked” on Instagram and users love searching for boards. For example, if I’m visiting San Antonio, I will search #sanantonio and explore what users are sharing. It’s almost like reading reviews, but 10x better. The key is to put yourself in the shoes of those who are searching. Where do you want to get visibility? That’s the most important question and that’s how you design the hashtags you will use on each post.

How many hashtags?

It depends! If you are building your brand and want to use some guerrilla marketing, go for 30. There’s nothing wrong. But once you have an audience, limit to 15. If you’re using 30 and some of them are very popular, be careful, since those can be banned occasionally, causing your posts to suffer from the famous “shadowban”.

Did you like this recap? Watch the video and check the amazing testimonials! Don’t miss another event! I host bi-weekly online workshops for our Entrepreneurs Inner Circle and live events Check our calendar here. 

7 Reasons Why You Don’t Need A Social Media Manager

I get it. You want to hire a social media manager. You Google “best social media manager near me” and start reading the top pages and see “social media marketing consultant”.

Why? What is the difference?

You can’t really tell the difference. They all look the same: social media marketing.

You then follow their social channels and all looks the same. All the candidates have a good social media presence to you.

You check their social media services but you still can’t tell exactly if a social media manager will remove your current pains about social media.

✔️Will they create your social media strategy or that is something separate?

✔️How about nurturing your audience and guide you to build a lead generation system?

✔️Will they craft blog posts for your website? Will they help you rank in Google?

✔️Can they take all your ideas and turn them into beautiful pieces of marketing?

✔️What about graphic design? Will they make your brand look like you?

✔️What kind of work do they expect from you? Will they manage your tasks or will they take over the entire role?

✔️How about payment terms? Do you pay hourly or fixed? How many posts are included on their fee?

This isn’t exactly the kind of job you enjoy as an entrepreneur. I’m sure that you rather be at the beach right now, than comparing the different social media marketing jobs, descriptions, social media marketing or social media strategist.

The struggle is real.

Let me simplify this for you. added this infographic that covers the different roles within social media marketing.

Social Media Job Hierarchy

Perhaps you see the infographic and think “that’s for big companies with big budgets”. You are totally right. However, I will argue with you with your outsourcing strategy.

If you are into growing your business, on a limited budget, you will be better outsourcing other things, but social media management.

I know this will sound like the opposite of what I should tell you since I run a social media marketing agency in Austin, but let me clarify my 7 reasons why!

Reason Number 1: A social media manager is not equipped to develop your overall branding, messaging, and communication strategy.

If you’re looking to get paid clients from your social media marketing efforts, having a social media manager that posts 7-15 times on your behalf won’t be effective. You want to have access to an expert who can lead your marketing strategy and find ways to position your brand on top of your competitor, not limited to social media marketing.

Reason Number 2: Social media managers know very little about social media optimization

Most marketers are familiar with Search Engine Optimization (SEO) on some level. Using the reach of search engines like Google or Bing to fuel your marketing campaign has been a successful strategy for years. But as social media grows as one of the top platforms to reach consumers, new approaches to digital marketing have emerged. One of the top strategies used by businesses looking to maximize their reach online is Social Media Optimization (SMO).

Sprout Social defines very well this concept.

Social Media Optimization is essentially using social media as a catalyst to grow your company’s online presence. Where some companies tend to just set up a profile on Instagram, Facebook or Twitter to be where their customers are, SMO is about strategically creating, building and maximizing your social media plan to connect with your target audience. SMO allows you to:

Strengthen your brand

Generate leads

Get more visibility online

Connect with your audience

The typical scope of a social media manager includes ideas of copy, information about the target market, and guidance for visuals. Conversions will be defined as more likes and followers, but you won’t be able to use social media as a catalyst to grow your company because they don’t have the skills required to grow a brand and monetize it.

If you want to grow your business, you need social media optimization services.

Reason Number 3:  You need to get visible in front of your targeted community. You need a community manager more than a social media manager.

A community manager helps build, grow and manage a company’s or brand’s online communities. Using analytics tools to monitor social media outlets, online forums and blogs, a community manager finds out what people are saying about a company or brand. A community manager also engages with customers and fans, and uses social media and live events to help increase brand loyalty.

Reason Number 4: You need to leverage all forms of online marketing. Not only social media marketing.

If you like Shark Tank, let me remind you of the episode of The Cut Buddy. The entrepreneur, Joshua Esnard, invented the first beard and haircut template to be patented and the only one with multiple curves. With no formal entrepreneurship experience, using Youtube influencers, sold over 100,000 units.  He had 1 video going viral with over 11 million views. The sharks asked him but why you need us? He said, “I am an inventor, not an entrepreneur and I need light.”

No matter how successful we think we are, part of the success formula is to have a growth mindset. You want to be challenged.

Reason Number 5: You better hire a ninja if they will play on Facebook and Instagram ads with your money

Advertising on social media is not PPC. It’s not even traditional advertising. If you followed any of my Facebook ads training, I explain the 9 step process to master Facebook Ads. It is not something you want to delegate to someone who has no experience. Trust me here. One mistake can cost you a fortune.

I have seen a fair amount of ad accounts with a 5 x in ad spent, simply because they selected the wrong campaign objective.

Social media managers might know the basics of promoting a post. But they don’t do advertising full time as social media advertiser does.

Reason Number 6: A social media manager is not your brand ambassador

If you’re not familiar with the idea, a brand ambassador is a person who’s tried your product or service and loves it — loves it enough to say amazing things about it. Not a paid endorser. While those can be helpful as well, they usually lack the authenticity of a brand ambassador, who is not paid and has either expertise in your marketplace or an “every person” appeal. Or both.

When you start your business, all you need is visibility.  Three main things will take you there:

  • ✔️Paid media
  • ✔️Social media
  • ✔️Public relations (outreach marketing).

A great brand ambassador can cut through the clutter and say things about your company and brand with more credibility than you can because they won’t make money as a result. That credibility is important for both direct outreach such as advertising and indirect such as pitching stories to reporters. Having a good band ambassador, or several of them, is a powerful and versatile tool to raise your company or product awareness.

We kind of left the best for the end! 

Reason Number 7: You need a marketing professional that specializes in the full cycle of inbound marketing

Inbound marketing, in simple terms, is a comprehensive strategy that uses as many channels as possible to attract ideal clients and nurture them via funnels.

It has been increasing, consistently, for over a decade now.

Every expert in inbound marketing is an expert in social media marketing, but not every social media marketing expert is an inbound marketing ninja.

You probably need:

  • ✔️A full B2B marketing strategy
  • ✔️SEO services
  • ✔️Event marketing
  • ✔️Influencer marketing
  • ✔️Facebook marketing
  • ✔️Instagram marketing
  • ✔️Linkedin marketing
  • ✔️Video marketing
  • ✔️Content marketing
  • ✔️ Advertising

… and a director to lead all of those projects and turn them into revenue.

So, do you see now why I said you don’t need a social media manager?

More than 50% of small business owners won’t make their dreams come true. My mission is to fight that number. I started Marketing For Greatness, a social media marketing company in Austin. Discover what makes us unique! 

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