You’ve probably heard a lot of fuss over Facebook’s announcement last month that it plans to de-prioritize business pages.
A lot of marketers and coaches have written about it, (this one’s my favorite) so I won’t rehash things here.
Instead, we’re going to back it up, my friend, and examine your big picture social media plan. We need to make sure it’s working to build your list and increase your revenue without.
Whether you have a Facebook business page or not, you’ve gotta have a plan to take advantage of social media and stay flexible in the ever-changing landscape.
Let’s get going…
Step One: Pick Your Hero Platform
Amen and hallelujah! You do not have to spend every waking hour tweeting, posting, snapping and gramming. Instead, think about your audience and get really clear about where they’re engaging most online. Not just scrolling through their feed – engaging with other people and taking action.
My audience consists of coaches. Though they love Instagram, they engage much more frequently on Facebook.
So, Facebook is my Hero Platform. I’m getting even more specific and designating my Coaches on a Mission Facebook Group as my Super Hero Platform.
I plan to focus most of my organic social media energy on my Super Hero Platform.
Step Two: Identify Your Content Home Base
No matter what, if you want to take (and keep) your coaching business online, you need to focus on building your own email list of happy, engaged subscribers. That way, you always have a way to connect directly with your audience no matter what changes social media throws your way.
One way to do that is through online advertising. And we can talk about that another day.
But first, let’s look at how you can share your blog, vlog, or podcast on your Hero Platform to bolster your reputation and build your list.
I’m about to take you into the weeds here, so buckle up.
But, hopefully I can make your life easier with my Through the Roof Content Vault. This online spreadsheet is designed to help you capture content ideas, publish them consistently, and push them out on your favorite social media platforms.
Now, back to step two. My Content Home Base is this very blog. Sometimes, I write articles. Sometimes I share recordings of my often entertaining, always informative FB Live Sessions.
But this spot, right here… it’s where the magic happens.
Step Three: Brainstorm Your World Domination Strategy
Be sure to include content upgrades (aka: bonus material folks must opt-in for) with your weekly free content.
Whether you blog, vlog, or podcast, you can offer free cheat sheets, checklists, bonus videos, or a super useful, well-thought-out Google sheets that will save every coach out there tons of time and money with every post.
These extra goodies require an opt-in and can help you build your mailing list at a slow but steady clip. They’re a pain in the rear at first, but the extra work is worth it.
Then, think about how you’ll preview, share, and recycle your incredible free content on your Hero Platform, plus any supporting players you want to throw in the mix. Though Facebook is my hero platform, Instagram is definitely a supporting player and I do post there.
Here’s what happens next…
Imagine Health Coach Jane posts a vlog on her website about how to detox from sugar for good. That vlog comes with a companion 14-Day Action Guide to help you kick the sweets to the curb.
Now, remember that Jane’s action guide is 100% free, but you do have to sign up for it with your name and email address.
So, Jane posts to Instagram (her Hero Platform) 3 times the next week about her wonderful vlog, sharing screenshots, quotes and even some Instagram Live.
Jane’s InstaFamily loves her vlog and feels happy to give up their precious email addresses in exchange for the action guide.
Now, they’re on her list.
Jane gives her mailing list early access to her vlogs and she shares them religiously every week. Her list loves it. They trust her, they like her, and they respect her wisdom.
Soon, Jane will sell her latest program directly to her mailing list. And, because of all of her hard work, the program fills easily.
Jane’s list grows (so if Instagram goes belly-up, she’s covered). So do her reputation and her confidence.
This is what I want for you, too!
Step Four: Rinse and Repeat.
You can use a tool such as MeetEdgar.com to schedule and recycle social media posts so that eventually, you’ll have an ongoing, mostly automated stream of killer content that drives people back to your website where they opt-in to your mailing list.
All on the interwebs – Facebook business page or not.
I love a great spreadsheet as much as the next type-A gal, so I’ve created one to help you stay in front of your content generation and social media marketing plan. I call it the Through the Roof Content Vault and you can grab yours here.
Then, please join me on Thursday inside the Coaches on a Mission Facebook group where I’ll pull back the curtain and share my personal social media plan. You’ll see where I’m making changes and improvements thanks to Facebook’s big (and not at all surprising) announcement. See you over there!