P2: How To Sell (FAST) In Social Media and Grow Your Customer Base

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This is part two. This is a tactical process guide. See part 1 for the Strategic Overview.

Now that we’ve outlined the strategy for WHERE we are going to get mass market attention, let’s drop down 50,000 feet and deal with the tactical process of WHAT we’re going to do to win over the market.

There are two ways to get permission to contact anyone. The first way is directly. You can guess the second.

In part one, we established that the only way to get a sale is to first create desire and comfort. The same applies for getting permission to contact a member of your market. We have to create desire and comfort in order to get permission to contact the individual members of our market.

The indirect method of creating that desire and comfort is what major corporations have been doing all along. From billboards to print to tv and even online PR or online advertising, all the messaging is indirect. The messaging is impersonal.

Our supermodel looks great wearing this so you will too. Our sports star is amazing and he eats this so you should too. Over time and with enough exposure, a company can win over some amount of trust. Getting a subscription, follow, like, email address, or other relationship building contact linkage is an even bigger challenge.

So how do you use the indirect method otherwise known as mass marketing or mass communication to build individual relationships?

We do it by listening.

Every chef knows that the more palates he tries to please, the fewer the number of raving fans. While one nationwide taco shop chain added hamburgers to their menu, McDonalds invested in Chipotle.

Listen (something you couldn’t do during the days of one-way media) to what the market is passionate about. Listen to what the market wants. You’ll hear 60% say one thing. You’ll hear 20% say another. You’ll hear yet another 10% saying something totally different. And the last 10% will be marching to the tune of any number of different drummers.

Soccer fans don’t all like Real Madrid. Fans that like Real Madrid don’t all like Falcao. Prada lovers don’t all like Prada purses. Those who do, don’t all like their clutches.


We do that by creating big data databases on Apache Hadoop environments. What that means in non Programmese is that we build filters designed to capture data from all major public social network sites. These filters capture data around keywords related to your products and those of your competitors. Then we track back up to the author of the data and collect more data relating to shopping habits, personal preferences, opinions, tendencies, etc.

When all this data is sorted and weighed, clear patterns develop. For example, vegans like Coke but dislike sports drinks. People who wear Nike tend to prefer HTC products over the iPhone.

When you listen to all the data spewing out of each individual and you listen to the meta data, clear segments start forming. We don’t even have to try to segment the market — their digital footprints do it for us.

Based on the segmentation patterns that emerge, clear cross-marketing, strategic alliance, partner marketing, and other business opportunities become obvious. But more exciting is that we can start building precision tuned mini and micro marketing campaigns. We can find mini celebrities (that don’t cost nearly as much as their major counterparts) and create grass roots campaigns. These grass roots campaigns immediately tell your market that you are one of them.

Female triathletes look up to different celebrity athletes than their male counterparts do. Young female triathletes look up to yet other role models.

You can see how precisely we can tune a message. Your business unit might be tasked to drive the sales of just one model of running shoe. We can take that same shoe and listen to your market for clues about how to sell it. With enough big data listening, we might develop a campaign that presents your shoe to 30’s women as the choice for Paula Newby-Fraser because it’s so light. Then, we might present the same model shoe as the choice for Gwen Jorgensen because it’s so fashionable to 20’s women.

Not only can we precisely tune the message per segment, we can accurate deliver it to the same individuals from whom we derived the big data in the first place. At the risk of opening up an even higher resolution can-of-worms, we can even launch micro test campaigns using Facebook’s dark pages or Pinterest’s experimental advertising options.

The world where Target knows that your daughter is pregnant before you do is so yesterday.

If you’re like us, you wished the New York Times let you display your full page Volkswagen ads to subscribers where were 30 and under while letting you display your Porsche ads to subscribers over 30.

Now you can. We can.

We’ve barely outlined what can be done with indirect marketing. In many ways, direct marketing tactics are even more effective and exciting as they produce instant results and real one-to-one relationships with your market.

Let’s deal with that in the next section (for subscribers only). For the next section, subscribe to our private presentations.

To talk to us about driving you life time customers and building your social media market share, contact us here.

How To Build Relationships and Your Follower Base in Social Media

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There are many ways to become popular and influential.

You can become the friend of a few kings or the advocate of many peasants.

Or you can do the both by adding value to influencers’ conversations in a highly visible way. What that means in practical terms is that you just have to be the first person to leave a valuable comment on an influential person’s Twitter message, Youtube video, Pinterest, Facebook post, etc.

You can later come back to ask the influencer for venture capital or for them to blast out your content to their followers. If you’ve already gained a lot of their followers by being present and visible in a valuable way over time, you can just ask the followers you have in common to pressure the influencer to support you.

This is what confuses most people. You know that the first comment is the most visible. But you think that valuable comments must be long and full of some sort of data. For most people, the most valuable thing you can do in ten words or less is entertain. Be the jester.

Now, the real question is, how many followers and influential relationships does this strategy actually produce per day? The answer is behind one button at http://creativeguerrilla.co/private

How to Write a Social Media Marketing Campaign Strategy That Actually Sells

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“A dash of this, a splash of that, a leveled table spoon of…” all sounds great but will it digest? Will it even smell good? That’s what most social media marketing campaigns sound like when presented to the CEO or board in the conference room.

“We’re going to do 3 Facebook status updates, a use Hootsuite to auto schedule Tweets, Pin images with our slogan typed on it using Sparkah’s NyamNyam.mobi,” But will it sell anything?

Your answer to that fatal question is probably the same answer that everybody gives their CEO (if you’re the CEO, it’s the same answer every CEO gives their Board): “Ummm, well it must, right? I mean, that’s what our competitors are doing.”

And that’s why nobody makes money on Social Media.

You’re not using the best practices you beat into your psyche before the internet came into being.

You’re not using the best practices that made you the most successful marketing director, sales manager, CEO, or company in the 90’s. Did I hit a nerve? Don’t worry. Good news is that none of your competitors are either–for now.

The reason you’re not using your battle hardened best practices is because you’re not familiar with the new territory. Sun Tzu said that to win, you need to know yourself, your enemy, and your territory. You just don’t know the new social media territory. You may think you do. But you really don’t. Quick: How do you get people to reshare or retweet your message?

If you know something about how internet social message virality (no, it’s not virility) works, you may have said, “well, you at ‘pls RT’ at the end.”

Yep. That will get you 23% more ReTweets and reshares on facebook. But, did you know that spelling it out, “please reshare,” vaults that number up 3oo%? But that’s just the beginning. Did you know that if you START your post with “please reshare: The 7 Reasons Why You… … … ” You’ll get another 450% MORE?

But that’s nothing. 1500% more than 0 = 0. If nobody ever reshares your messages using the above technique, you’ll have even more.

Out of 100 people, I personally always get atleast 25% who retweet and reshare my headlines. How I do that is simple. I ask people personally. When you directly and personally ask for a pass-along, they are directly accountable. It’s basically soft strong-arming. It works. That’s how I get about a hundred retweets and reshares per headline. Oh, and I return the favor in an even bigger way so it’s always a win-WIN for THEM. (related: how to send thousands of people a personal message on twitter or facebook etc: marketing automation…)

Even with this, we still have a huge problem. We may have sky-vaulted the pass-along rate of our advertisment but this is in no way connected to the final conversion or sale. If a tweet results in zero sales, and you get dozens of people to retweet that message, you’ll still have zero sales.

So how do you draft a full package complete social media marketing campaign strategy that sells?

You do exactly what’s been working all along.

You execute all three components of revenue generation:

1. Marketing

2. Advertising

3. Sales

The only difference is that you’ll need to adapt to the new landscape. In the old landscape, a sales exec from the Times or the Chronicle would hand you a rate card and tell you what the demographics and reach of that medium was: marketing. In the old days, the magazine ad sales person would give you an eighth page display ad with one color extra thrown in if you bought a full page or a spread: advertising. In the old days you’d take your client’s family out on your yacht and pull out the contract between the beer and the Scotch.


1. Marketing: Do you know what time any 43 year old male with 2.3 children is on Twitter? Facebook? Google?

2. Advertising: Do you know the CTR of the top Google Adwords ad on any given page vs the very next one? (it’s 345%).

3. Sales: Do you know how to take a prospect from pinterest and hold their hand all the way down the isle or (ecommerce shopping cart check out button)? Everybody drops the ball here.

Remember when you were doing sales on the phone, you followed through. You never dropped the ball. Your entire social media marketing team is dropping the ball. Nobody is following through from socializing to the conversion. And that’s because nobody knows how. So here’s how to write a social media marketing campaign strategy that actually sells.

Also, This Just In: You may need software to help you you do this: https://twitter.com/AdobeMktgCloud/status/359704488086487041

Social Media Marketing Key Note and White Paper for CEO Level Executives

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If you’re experienced enough to run a corporation with hundreds of employees, you probably didn’t facebook when you were in college. It’s possible that you didn’t even myspace. It’s also likely that you didn’t even email or SMS during your teens. So for you, the Internet is not your native environment. In fact, for the kids that you’re hiring to work for you, while liking and tweeting and pinning are their native activities, they are ironically hesitant to pick up the phone and call or drive to a meeting to have a conversation. So while their breadth of reach is wide, their depth is shallow.

To bridge this generational gap, we’ve created a Social Media Marketing Key Note and Executive Overview that frames keywords and catchphrases used by facebook, twitter, Pinterest, quora, etc… in relation to traditional marketing and pr practices you’re familiar with. So the next time your 26 year old Social Media Intern says a bunch of words you’ve only heard from your nephews, you’ll know that a retweet is the same thing as taking a newspaper article and cutting it out to mail to your clients. :0)

Here’s the link: http://www.youtube.com/watch?v=D3pWl3K2mLk

Social Media Marketing Harvard and Columbia MBA Course

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“I’m not catching any fish!” I told my buddies dad.

“What am I doing wrong?” I continued.

He gave me an answer that took me decades to understand. And now that I understand the answer, I realize what’s going wrong every single time I don’t get the desired outcome.

His response to me was, “that’s because you’re not fishing.”

“I’m not getting any sales using social media! What’s wrong with everybody on twitter/facebook/Pinterest?!” Is the question that reminds me of that 5am foggy morning. And I get this question just about daily from prospective clients.

So lets deal with this question and answer the issue of how to SELL using social media marketing in our new Condensed Social Media Marketing MBA Course Outta Harvard and Columbia

How to Get Free Unlimited Marketing from Professional Firms

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Well, it’s official.

If you’re starting up a new business either online or offline in a physical brick and mortar building, you’re going to need marketing support from people who eat, sleep, breath marketing. After all, you eat, sleep, and breath what you do. But when you’re transitioning away from your day job or expanding your business, the last thing you can afford to pay for is a consultant.

That’s why they are free now.

Welcome to The New Boot Strapping Guerrilla Marketing Community. We will help design and build your marketing strategy from your website verbage to your youtube viral video script and editing consulting. Just post what you have and we will chime in.

Just tell us what you need and what you’re willing to do for the community in return (as concisely as possible) and we will all converge at your front door to do the heavy lifting of

– resharing

– reblogging

– co-promoting

– liking

– following

– advising




How to find your soulmate, business partner, client, or employer on Twitter

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So, you go home with some Austrian dude sporting way too many a’s in his name and leave

Industry analysts are saying that twitter produces too many quitters. You register looking in hopes of finding interesting people. You auto contact everyone in your email contacts. And VOILA! You get to meet all the same people you already know! Yay! Not Yay?!

Let me break this down for you.

You add @aplusk. He keeps begging you for favors. You add @iamdiddy. He tells you he is working on some new mega project at 4am and makes you feel like a looser. You add some of your favorite bloggers who make less money than you do and when you tell them how much you love their work, they don’t even bother to respond.


Am I close?

So, you go home with some Austrian dude named HaagenDaas, sporting way too many a’s in his name, melting in your hand, you leave. Romantic comedy reruns never let you down do they?

This is where Shaolin Kung Fu teaches you how to find your soul mate on Twitter. He or she is out there. The Shaolin are the clan credited for developing the five animal kung fu styles. And guess how they did it? They studied the animals. Duh.


The more desperate the bird gets to get jiggy wid’ it, the more beautiful it’s song gets

Humans get so wrapped up in their own internal ego based monologues that they can’t even perform a proper mating ritual. Do what the Shaolin do. Study the animals (“you lazy one, go and learn from the ant! – Solomon”).

Since we are on the topic of birds and bees, what better animal to study than birds for their mating calls.

Each bird has a unique song. The more desperate the bird gets to get jiggy wid’ it, the more beautiful it’s song gets.

Whaaaazaaaaaahhhh! Pow! Bam!

The notes it chooses, the frequency it hits, and the times it performs tell all potential soulmates within ear shot, “You best pay ‘tention cuz I ain’t stayin on the market!”

So, do you have a mating call? How frequently do you perform and when?


All you have to do hear your own mating call is look back at all your facebook entries, pictures, and yes, tweets.

You use specific terminology, go to specific places at specific times, do specific things, and feel a specific way about those certain things. The words you choose are your song. Now, find and follow someone eles who’s song sounds just like yours.

What words do you use most often? copy: RT @journik http://bit.ly/journik and reply to me. And if you follow me I’ll give you stuff like this all day long, so click http://twitter.com/journik