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Want a loyal, engaged social media audience? Do more of this.

Want a loyal, engaged social media audience? Do more of this.

guest-jackie-johnstone
 
Ever hop on Facebook because you are dying to know what you should buy today? Or scroll through your Instagram feed looking for specials? I doubt it. You log into Facebook to check out what your friends and family are up to. You open up Instagram to see little windows into other people’s days.
 
friendsbuyfriends_KS
 
All social media is fundamentally about relationships and people connecting to PEOPLE–not brands or businesses. (And when it comes time to promote your own biz, don’t lose sight of that and do it the right way.)

The more connected your social media audience feels to you, the more “engaged” they will be and the more they will like and trust you. (Which is super important for your bottom line because, as Sales Expert Kendrick Shope says, “All things being equal, friends buy from friends. All things being unequal, friends buy from friends.” Tweet that!)

The good news is as a coach, you *are* your business and unlike the big brands, it’s very easy for you to put a human face on your business.

Here are 5 great ways to bring more YOU into your social media:
 

#1: GET ON VIDEO

I know this is easy for some and harder for others (personally I am way more comfortable behind the camera than in front of it) BUT there really is no substitute for giving your audience the chance to really SEE and HEAR you, with their own eyes. It creates a much stronger sense of knowing someone than words (and even pictures) can. So while I’m still working on this one myself, everytime I do get up the courage to get in front of the camera, my audience *really* responds.

This doesn’t have to be a huge video shoot! (In fact for social media, you want a spontaneous and unscripted feel because it’s more real that way.) 15 sec instagram videos shot on the fly with your smartphone or short video messages uploaded to your Facebook Page will do the trick.
 

#2: SHARE BEHIND-THE-SCENES OF YOUR BIZ

We all love to see behind-the-scenes, it gives us the feeling of being special and included. So give your audience a backstage pass to your business: share what you are working on, a win one of your clients just had (anonymously/with their permission, of course), what’s going well, what’s going not-so-well, the great idea you just had or ask for help choosing your next blog post topic.

These posts could be text, photos, videos or a combination–whatever feels most natural for what you want to share. Don’t over think it, just start taking note of things or situations in your work day you might want to share with your audience and DO it.
 

#3: TELL PERSONAL STORIES

Maybe it sounds silly but knowing a business owner plays ultimate frisbee (me too!) or binged on House of Cards (me too!) instantly creates a connection. And it doesn’t necessarily have to be discovering things that we have in common either: just getting a more complete picture of their life and personality helps me to like and trust them more.

So open up and let your audience get to know you–the person–a little better. Share your vacation plans (I’ve gotten lots of great travel recommendations this way!), a funny story about your kid, what you do in your spare time, your favourite places to hang out–anything! It may seem like trivial details but it all adds up to helping your audience really KNOW you (so they can like and trust you!).
 

#4: TAKE PICS OF YOUR OFFLINE LIFE

This is really a specific instance of #3: Tell Personal Stories, but in this case, pictures really are worth a thousand words (and often take much less time to share!). An image gives your audience a direct window into your life and that’s a powerful way to create real connection.

Instagram is AWESOME for this (and #5: Snap More Selfies) because it’s made to share photos (so it’s super quick), you can easily enhance your picture with filters and share selected images to your other social networks no problem.
 

#5: SNAP (MORE) SELFIES

This (and #4: Take Pics of Your Offline Life) often leads my social-media-phobic husband to ask, “Why are you taking a picture of this?!” or “What are you doing? Everyone is looking at you!” as I try to get the perfect angle but it’s worth it. Because it brings me closer to my audience.

I struggled in the past with shooting selfies because they felt so narcissistic. But the truth is I love looking at other people’s selfies! And I don’t think they are full of themselves for posting them. So I decided I would give it a shot–and honestly, they routinely get above-average interaction from my audience. So give them a chance 🙂 (And the filters in Instagram are incredible for making even the simplest selfies look great!) Let your audience really SEE you. You won’t regret it.
 

TAKE ACTION CHALLENGE

Share a little more of you (or in a new way!) on one of your social media channels today. Post that selfie, film a quick video message or share a personal story or picture from your offline life. (And watch your audience latch on!).

Let us know you’ve taken the challenge on The Coaching Blueprint Facebook Page so I can give you a high five! And I’m also there if you have any questions about how to make this work for you–don’t be shy.

NOTE: While I am encouraging you to share to build rapport with your audience, everyone has their own personal definition of what’s off limits for them in the public eye. Listen to your gut and when it doubt ask yourself if you’d be okay seeing this on the front page of the newspaper–if the answer is no, you probably shouldn’t be sharing it.
 

Jackie Johnstone is a social media consultant for passionate entrepreneurs with an important message to share. She’s on a mission to help you banish tech headaches, reach more people, make real connections and change more lives.

Get your social media brimming with brilliant posts your audience will love! Grab Jackie’s free training here and get everything you need to start using the 4 Pillars of Great Social Media Content in your business.

You can find Jackie all over the social web but she’d love to connect with you on Facebook, Twitter, or Instagram!

How To Start Writing a Sales Page for Your Coaching Services or Program

How To Start Writing a Sales Page for Your Coaching Services or Program

guest-abby-kerr
 

Every coach has services to sell. Based on your Right People and business structure, your services could run the gamut from one-to-one private packages, group coaching experiences, live workshops, retreats, and events, or even a digital, self-guided version of work you do with your clients.

I think most coaches — and well, solo-owned business owners period — would agree that it’s a tall order to write a sales page that feels equal in quality to the work you do, sounds like you, and is clear, energizing yet reassuring, and engaging to read. Oh, and the page communicates the value of the offer and proves the price of participation.

You could absolutely hire a copywriter to help you out. When it comes to selling high value or high priced offers (and honestly, which of your offers isn’t high value?), this is a well-justified expense.

But many coaches wisely choose to write their own sales page copy.

Writing a lovely and compelling sales page that turns interested people into coaching clients or program participants is possible. And it doesn’t have to feel like World War III with a blank document.

But it’s not easy. You already know that.

There aren’t 10 simple steps to follow to sales page bliss (and anyone who tries to sell you this solution is full of bunk).

There is a path to start accessing your own ease and flow around writing a sales page for your offers, and I’m going to walk you through it.

Know your people, know your offer, know the value they perceive.

When you know your Right People — your ideal clients — through and through, you can step into their shoes and see your offer through their eyes.

 
First, know what problems or challenges are irking them or keeping them up at night. What problem or set of interrelated problems does THIS specific coaching offer solve for your Right People? When creating an offer, it’s easy to get swept up in the holistic nature of the work and all of the fun and interesting details you have planned (been there!) and lose focus on the very specific problems being addressed. To keep focused on the problems your offer addresses, bullet them out on ONE Post-It note or 3×5-inch notecard. Keep glancing back at these brief notes as you start writing to stay focused.
 
Next, ask yourself, how do your Right People frame this problem? For instance, you might see your coaching work as being about helping post-college aged women get out of stuckness around their personal lives and careers. But they might see your work as being about helping them feel their way into the next leg of their life journey now that the scaffolding of higher education has been removed. Sometimes a subtle shift in looking at the problem can open up huge breakthroughs in your writing process.
 
Then, think about how would they like to be approached with an offer of help to start working through this issue. For instance, do your Right People prefer an audacious, sassy, straight to the point call-out? Do they prefer a soft, nurturing, lyrical posture in your prose? Or, would they light up around language that perfectly balances heart and head? The key here is to understand how your natural writing voice is one your Right People naturally respond to — because you’re the best-fit coach for them at this time in their lives and in your practice.
 
Finally, marry the frame they use on their problem with the tone and style they prefer (note: it should sound like you!) to see how your offer is different from other similar offers out there. When you discern how your offer is different, remarkable, and valuable, you have a starting point for writing. There may be two hypnobirthing coaching workshops out there, but they each may be geared toward totally different types of Right People with different need expressions and delivery preferences.
 
Keep the value of your offer in mind as seen through the eyes of your Right Person client, and engage the tone they’d like to be approached in around solving this issue, and your sales pages will always be off to a strong start.

 
Abby Kerr is Creative Director of The Voice Bureau, a boutique brand voice development and copywriting agency serving solo-owned and small businesses. She is creator of The Voice Values paradigm for branding. Subscribe to her e-letter, Insider Stuff, for your complimentary brand voice self-assessment. Then tweet her to share your Top 3 Voice Values.

Abby lives in the PNW and is a home cook, a dog mom, and a fiction writer.

Top Strategies to Find Inspiration for Blogging, Newsletters, and Content

Top Strategies to Find Inspiration for Blogging, Newsletters, and Content

guest-holly-worton
 

One of the most common issues I hear people struggling with in business finding inspiration for blogging . Whether you have a blog, send out a regular newsletter, or create any other type of content, you’ve probably had moments where you sat down at your computer and struggled to find a topic that inspired you. I’ve been blogging since 2006, so I know what that’s like.

Over the years, I’ve come up with some really easy ways of collecting ideas for blog posts, webinar topics, newsletters, podcast episodes, and all the other types of content that I create on a regular basis. As a result, I rarely struggle to come up with a topic.
 

WHERE TO COLLECT YOUR IDEAS

The first step is to create an easy to use system to collect your ideas. There are a number of ways to do this, but what I do is to keep a notebook where I simply write down the ideas for topics when they come to me. I like the physical notebook because it makes it easy to flip through the pages and choose a topic.

I have the notebook divided into different categories, for each type of content: blog, podcast, webinar, video, etc. Some ideas will serve as topics for multiple categories, and some are more specific to the particular type of content. For example, when I run a webinar, I will usually record the audio and release it as a podcast episode.

If you prefer to keep a digital system for your ideas, simply create a document for your notes. You could have one document divided into different categories, or you could have a separate document for each type of content.

Whether you choose a digital system or a physical notebook, it’s vital to have a place to collect your ideas when they come to you. That way, when you sit down to create, you’ll have a number of topics to choose from.
 

WHERE TO GET IDEAS & INSPIRATION

Now that you’ve determined which system you’ll use, you need to start populating it with ideas for topics. It takes some time to train yourself to get your ideas into your system, but once you’ve made this a habit, you’ll be filling your system with topics for your content.

Where to get ideas:

  • Online forums and social media groups. If you belong to forums, Facebook groups, or LinkedIn groups that are centered around your coaching niche, you’ve got a wealth of information. Pay attention to questions that people ask, and make note of these in your system. Take a few minutes to write a brief response to their questions, and then write an expanded blog post on the topic at a later date.
  • Frequently asked questions. Make note of the questions that you frequently read online or receive from clients. These can be answered in detail in a blog post, newsletter, or other type of content. You can also take the questions from the FAQ on your website and expand them into blog posts or videos.
  • Comments. Whether you blog or create videos, people will comment on what you’ve created. Often, you’ll receive a question that could be expanded into another blog post or video. The same goes for your posts on social media. Take questions from within those comments, and add them to your system.
  • Keywords and phrases. This is how people will find your content online. Whenever someone searches for a word or phrase that is related to your coaching niche, there’s a possibility that they’ll come across your website. One way to make your site more likely to show up is by creating regular content that includes these keywords and phrases. This is a topic big enough for a separate blog post, but if you get clear on what your top keywords are, you can write a blog post or create a video for each one.
  • Your own stories. You can share stories of your own experience, mistakes, and knowledge that you’ve acquired over the years. People really connect with stories, and you can use them to illustrate a point about something that’s related to your coaching. I frequently share personal stories from my previous business as examples of things I’ve learned about business and marketing. Personal stories can be entertaining and funny, and they will often stay in your readers’ minds longer than a traditional blog post or video.
  • Consume content. It’s said that the best way to become a good writer is to read. If you’re a blogger, then be sure you’re reading other blogs on a regular basis. Books and magazines are great for inspiration as well. If you create videos, watch others’ videos for ideas. If you run webinars, attend other people’s webinars. You get the idea.

Whenever these ideas come to you, put them in your system immediately. Don’t leave it for later, thinking that you’ll remember. Just do it. If for some reason your system is unavailable (you’re away from your computer or your notebook is in your office), send yourself an email with the topic idea. You can add it to your system when you get back in your office.

Good luck with implementing this system! I hope you find it useful, and I hope it makes your blogging and content creation a little bit easier.

TAKE ACTION TODAY

  1. Create your system: decide on digital or paper, and create those files or set up that notebook.
  2. Start filling in each section of your system (blog, podcast, webinar, video, etc.) with ideas. If all you’re doing is blogging, that’s perfectly fine. Just add all your ideas for blog posts.
  3. When you sit down to write your next blog post, record a podcast, create a PowerPoint for a webinar, or film a video, refer to your system for ideas and inspiration. Cross your topic off the list when you’ve selected one to use.
  4.  

    Holly Worton helps coaches and women in heart-centered businesses go from confusion to confidence with social media, so they can use it to build relationships online and get more clients. As a heart-centered business owner, you do amazing work, and Holly wants to help you help more people. The way to do that is through Connection, and social media is one of the best ways to connect with others and build your tribe. Sign up for her free 90-minute social media training at SociallyHolistic to start building connections online. Connect with her on Facebook, Twitter, Pinterest, Google+, YouTube, or Instagram.

Top Strategies to Find Inspiration for Blogging, Newsletters, and Content

Top tools for scheduling social media so you can save time online

guest-holly-worton
 

One guideline that I teach in my free webinars and in my online social media course is that you shouldn’t spend more than 5-10% of your working day or week on social media. Whenever I say this on a webinar, I get a lot of surprise from the participants. Most people spend much more than that online.
 

HOW TO REDUCE THE TIME YOU SPEND ONLINE

One of the top complaints I hear from people is that social media is a big time suck, like a black hole that they disappear into for hours on end. It’s my goal to help coaches and solopreneurs create a clear social media plan so they can avoid that black hole.

One way to reduce the time you spend on social media is to schedule your posts to go out in advance. You can either program the time in your calendar to get this done once a week (or once a month) in bulk, or you can hire a VA to do it for you. Either way, it’s a huge time saver to plan your posts in advance.

Now, before I go on, it’s important to point out one thing: there are two sides to social media marketing: posting a mix of content (which you can schedule) and actively engaging and conversing with other people online (which you can’t schedule). You also can’t outsource the engagement…it’s just not authentic to have someone pretending to be you and replying to tweets and Facebook comments.
 

TOP TOOLS FOR SCHEDULING SOCIAL MEDIA

The top three tools I recommend over and over for scheduling posts on social media are: Hootsuite, Buffer, and IFTTT. These are fantastic tools available for your computer, and also as mobile apps for both Apple and Android. I’m also recommending a brand new piece of scheduling software, Edgar, that’s really fascinating. It’s going to be a huge game changer for social media.

If you find new tools and apps overwhelming, try picking the one that sounds most interesting or useful to you, and give it a try. You can always add the others at a later date. As with all tools, I recommend that you start with the free version, and only upgrade once you’re convinced that you love the tool and could benefit from features only offered on the paid version.
 

HOOTSUITE

Hootsuite helps you manage a number of social networks: Twitter, Facebook, Google+, LinkedIn, Instagram, and Pinterest. You create streams of information to help you manage each profile more easily.

For example, for Twitter, you could set up the following streams: home feed, @ mentions, direct messages, scheduled tweets, and sent tweets. This helps you easily manage all the information that’s available on each social network.

One very useful feature of the paid version of Hootsuite is that you can bulk upload posts. For example, you can create a spreadsheet with tweets to go out on a regular basis throughout the month.
 

BUFFER

Buffer also helps you manage several different social sites: Twitter, Facebook profiles, pages, and groups, LinkedIn profiles, pages, and groups, and Google+ pages. The way it works is that you set up a fixed schedule of posts to go out, and then you upload content to Buffer, which updates all of your social networks with the same posts.

I only use Buffer for Twitter, because I don’t like sharing the same content and posts across every single social network at the same time. The way I use Buffer is to schedule out tweets of other people’s content…namely blog posts. I use the Feedly RSS feed reader to read other people’s blogs, and when I come across something that’s interesting and useful, I’ll tweet it out. The thing is, it can be overwhelming to tweet 10-15 things at once, so I use Buffer to spread the blog recommendations out over a period of hours.

You can also use it to schedule retweets, so you’re not bombarding your followers with a massive number of retweets all at once.
 

IFTTT

IFTTT stands for If This Then That. It helps you create simple recipes that trigger certain actions. The options are truly unlimited, and there is a massive list of examples on the IFTTT website. Recipes can be turned on and off by a simple click, and most recipes are triggered every 15 minutes.

Here’s are some ideas of how you could set up a recipe on IFTTT:

If [you take a new photo on Instagram], then [it’s automatically saved to your Dropbox].

If [you tweet something], then [save it to a Google spreadsheet]. Yes, you can automatically add all your tweets to a spreadsheet!

If [you mark a YouTube video as a favorite], then [share it on Facebook].

IFTTT also integrates with non-social media things. For example, you can create a recipe to turn on the air conditioning in your house automatically if the temperature rises above a certain point (this particular recipe connects with Aros, a “smart” A/C).
 

EDGAR

One last tool: Edgar. This is a new one, created by Laura Roeder, founder of LKR Social Media. It’s a bit like Buffer in that you set up a schedule for posting, with the huge difference that Edgar keeps a file of all the posts you upload to the system and recycles the posts to go out on a regular basis.

This means that you can upload links to all of your blog posts, YouTube videos, podcast episodes, and other content to be recycled on a regular basis. It makes it easier to breathe new life into old content, getting it in front of new eyes.
 

TAKE ACTION TODAY

Did any of these three tools sound useful to you? Choose one and give it a try. They’re all very different, and they can all save you a lot of time online.

Good luck with these tools! I hope that they help you plan ahead with your social media and reduce the time you spend online.
 

Holly Worton helps coaches and women in heart-centered businesses go from confusion to confidence with social media, so they can use it to build relationships online and get more clients. As a heart-centered business owner, you do amazing work, and Holly wants to help you help more people. The way to do that is through Connection, and social media is one of the best ways to connect with others and build your tribe. Sign up for her free 90-minute social media training at SociallyHolistic to start building connections online. Connect with her on Facebook, Twitter, Pinterest, Google+, YouTube, or Instagram.

Want a loyal, engaged social media audience? Do more of this.

How to measure the success of your Facebook Page

guest-jackie-johnstone
How do you actually measure the success of your Facebook Page (hint: it’s not about the number of people reached with any one post!)

Do you use your Facebook Insights? Or do you just look at that ‘people reached’ number on the bottom of each post on your Page and consider quitting Facebook altogether?

One of the best things about a Facebook Business Page, as opposed to just a personal Facebook Profile, is the wealth of data Facebook gives you about your audience and your Page’s performance.

These Insights can give you important information about WHO your people are, WHEN they are online, WHAT kind of content they like the most and HOW successful your Facebook efforts are as a whole.

Insights_intro
As soon as you have 35 Likes on your Facebook Page you can access the wealth of information in your Insights

WHO are your Fans?

Take a look at your Facebook audience’s gender and age breakdowns (including how it compares to all of Facebook) in the ‘People’ tab of your Insights. You can also see where your audience is from, including the most popular cities, which could be helpful for planning live events.

Insights_WHO

My fans are overwhelmingly women with the biggest chunk in the 35-44 age range (although the 25-34s aren’t far behind.) This is perfect since this lines up very nicely with my ideal clients.

Ask yourself: Does this match up with who your ideal clients are? Are you surprised by any of these demographics? If you’ve been trading likes or padding your page with lots of friends and family who aren’t ideal clients, you may see that reflected here. (I know it’s tempting to want to increase Likes quickly but it’s much more valuable in the long term if you stay focused on attracting your ideal clients.)

WHEN are they online?

The ‘Posts’ tab has all kinds of goodies, but the first thing you’ll see is ‘When Your Fans are Online’. This is SUPER valuable for deciding when to schedule your posts and share important status updates.

Insights_WHEN

As you can see, my fans are online most between 3 pm and 3 am in my local time, which is makes sense because I live in France but the majority of my audience and clients are in North America. While for me the days of the week are fairly even, this data tells me I shouldn’t neglect Friday and Saturday since those are the days when the highest number of my fans are online.

Ask yourself: Do you usually post when the biggest chunk of your audience will be online to see it? Are there times of the day when you rarely post but might consider trying? (For me, that’s midnight to 3am, for example.) Does your audience use Facebook a lot on the weekends? How about the day you usually publish your blog post?

WHAT content do your Fans like best?

Also in the ‘Posts’ tab you can look at ‘Post Types’ to see which type of content gets the most interaction from your audience. (Note: Photos and Videos are almost always going to get more ‘post clicks’ because they are more interactive, eg. clicking to pop the photo up in the FB lightbox viewer.)

Insights_WHAT

On my Page I don’t post a lot of videos, but they have best Reach by far so I should keep that in mind going forward. Also, even though Photo posts have less Reach than Video posts, Photos have more Likes/Comments/Shares and almost as many clicks so they are the most engaging type of post for my audience.

Ask yourself: Are you surprised by the type of content that gets the most interaction from your audience? Do you consciously share more of what your audience likes best? When you are promoting your own stuff, do you create the content with your audience’s preferences in mind? (For example, if photos do best, do you share your blog posts as images as opposed to links?)

HOW successful are you at engaging them?

The way people complain about their Reach on Facebook, you think that was the only metric that mattered for Facebook success. But honestly, it’s only a very small piece of the puzzle and should NOT be your most important goal.

Because what does it matter how many people you reach if they aren’t interacting with your content? How does having your posts shown to your entire fan base help if only 2 click through to your website? What value is there to your business to have an audience of non-ideal clients who don’t engage (and will probably never buy from you) seeing your posts in their newsfeeds?

The Facebook algorithm is not something to be afraid of: it is there to give your audience the best experience possible and you have to earn your way into their newsfeeds. Sure, you need to be able to reach your audience for them to interact with your stuff but consistent, quality content delivered to a Page audience of ideal clients does work (check out the link to the free training in my bio below for a system that will help you create a month’s worth of great content in just a few hours).

So what metrics do matter? Engagement. Likes, comments, shares and post clicks tell you how well your content is resonating with your audience. (Of course, when Facebook sees a post getting a lot of engagement, the algorithm will boost that post’s reach organically as well, so looking at your Post Reach across an entire week will give you an idea how well your content is doing as a whole.)

Insights_overview

The ‘Overview’ tab of your Insights has a great focus on Engagement that will let you see how your previous week’s posts are doing for interaction.

When you scroll down to the ‘All Posts’ section in the ‘Posts’ tab of your Insight you can see the interactions for each piece of content you’ve published in the last 3 months.

Insights_HOW_1

In my recent posts I can see there is one that went a bit ‘viral’ and got a TON of reach and clicks through shares.

Highlighted in purple on the screenshot above, you can see 3 important types of engagement information that you have access to here:

  1. The number of post clicks and likes/comments/shares on each post,
  2. The negative feedback any of the posts have received (hides, unlikes, etc.) — this is important to see what kinds of posts your audience really dislike, and
  3. The engagement rate of a post — this is a new-ish metric and I LOVE it because it shows you the percentage of people you REACHED who interacted in some way. This will truly show you how successful a post is independent of how many people it was shown to.

Insights_HOW_2

When you look at the engagement rate of posts, it’s not always the ones with the biggest reach that have the most interaction.

Ask yourself: What are your goals on Facebook? Are you creating an audience that interacts with your content or are you fixated on reaching the biggest number of people possible? What has gotten the most engagement in the past? What has gotten the most complaints (negative feedback) in the past?

Take Action Now

Take a look at the WHO, WHEN, WHAT and HOW in your Facebook Insights and notice if there is anything surprising there. Consider setting some goals for your Page (other than Reach!) and schedule some time each week to take a peek and do a more in-depth look once a month (you can download the data to .csv if you like tracking metrics in excel as much as I do!).

If you want some help setting goals or interpreting your Insights, feel free to come on over to The Coaching Blueprint Facebook Page in the next two weeks and ask any questions you have! I’ll do my very best to answer them.
Jackie Johnstone is a social media consultant for passionate entrepreneurs with an important message to share. She’s on a mission to help you banish tech headaches, reach more people, make real connections and change more lives.

Get your social media brimming with brilliant posts your audience will love! Grab Jackie’s free training here and get everything you need to start using the 4 Pillars of Great Social Media Content in your business.

You can find Jackie all over the social web but she’d love to connect with you on Facebook, Twitter, or Instagram!

 

Want a loyal, engaged social media audience? Do more of this.

How to promote your business on Facebook (without feeling yucky)

guest-jackie-johnstone
 

I asked a group of coaches the number one thing they struggled with on Facebook–can you guess the most common answer? Promoting themselves and their services.

Because it feels ‘icky’ or you’ve seen people do it badly and it turned you off. Or you just have no idea how to do it gracefully.

But here’s the thing: we are in business. We have to make the ask every once and awhile. People need to know how they can work with us. And, I’m sure you’ve heard this one before–but it bears repeating–if your services help people (and I know they do!!), then you are actually doing your people a disservice by not proactively offering them up.

There are absolutely ways to promote yourself without without feeling icky and like you are an annoying “if you buy in the next 5 minutes…” infomercial.
 

#1: NO MORE THAN 20-25% OF YOUR CONTENT SHOULD BE PROMOTIONAL

We talked about this in my Facebook Page checklist post last month (and you can grab the full 4 pillars training in my bio below) but a well-rounded Facebook presence includes content from all 4 pillars: Attraction, Education, Engagement and Advertising. People are not on social media to be sold to and the first 3 pillars are what Gary Vaynerchuk classifies as ‘Jabs’ in his brilliant social media handbook Jab Jab Jab Right Hook:

“Without a proper combination of jabs to guide you customer–I mean, your opponent–right where you want him, your right hook could be perfect and your opponent could still dodge it as easily as a piece of dandelion fluff. Precede that perfectly executed right hook with a combination of targeted, strategic jabs, however and you will rarely miss.”

Provide inspiration & entertainment, curate the best resources from across your industry and really TALK to your audience and you’ll be building a loyal audience who is ready for your ‘Right Hooks’ (promotional posts).
 

#2: MAKE YOUR ADVERTISING CONTENT INTERESTING

Seriously. I know I’ve called it ‘Advertising’ content but it shouldn’t feel like an Ad, even though it does need to make a clear ask.

I believe it’s important to put as much (or better yet MORE) thought into your Advertising content as you would for any of the other pillars. Make it interesting, useful, entertaining, of the highest quality and with a clear call to action. You are asking for something but it shouldn’t feel annoying or like it’s interrupting your fans Facebook experience.

And guess what? This usually means great ‘Advertising’ posts have an element of one (or more!) of the other 3 non-promotional pillars. Here are 4 fantastic examples of this:

Attraction + Advertising

 
Not only is this a great way to ask for newsletter sign-ups, these Truthbombs work double duty for Danielle LaPorte because they get shared so much they are also great Attraction content.
 
Education + Advertising

 
These Daily Diary Video Tips by stylist Nicole Longstreath deliver solid educational content (by answering questions her ideal clients are asking) while also naturally advertising her services and her free opt-in.
 
Engagement + Advertising

 
This is an absolutely brilliant piece of Advertising content from Pat Flynn asking his fans to vote for his podcast. And he did this for two weeks–every single day voting was open. Not at all annoying + very cute peeps into his day-to-day life. (I’m willing to bet this tactic netted him A LOT of votes–certainly more than just “another reminder to vote for the SPI podcast”.)
 
Education + Engagement + Advertising

 
Advertising content doesn’t need to be fancy! In this plain-text post, Leonie Dawson shares a helpful, educational tip on managing the social media time suck, asks her audience to share their biggest biz time suck AND slips in a link to her Double your Biz program.

Do any of these examples make you feel icky or like you are being “sold” to? I’m going to go out a limb (not really) and say NOPE! Not even a little bit.

(PS: I know we were specially talking about Facebook here, but these concepts apply to ANY social network.)

TAKE ACTION

Choose one thing you’d like to promote or advertise this week. Think about it through the lens of either Attraction, Education or Engagement content and draft a post to share on your Facebook Page.

Want some feedback? Come share your post idea in the comments over on The Coaching Blueprint Facebook Page in the next 2 weeks and I’ll help you refine it!
 

Jackie Johnstone is a social media consultant for passionate entrepreneurs with an important message to share. She’s on a mission to help you banish tech headaches, reach more people, make real connections and change more lives.

Get your social media brimming with brilliant posts your audience will love! Grab Jackie’s free training here and get everything you need to start using the 4 Pillars of Great Social Media Content in your business.

You can find Jackie all over the social web but she’d love to connect with you on Facebook, Twitter, or Instagram!