#AwesomeInSocial - Improve Your Credibility with Robust Social Proof

Influence and word-of-mouth are cornerstones to your credibility. This builds social proof. Social proof is the social pressure for consumers to purchase a product or service based on the reviews and influence of others. The more social proof you have, the more customers and clients you’ll gain. It becomes easier as the social proof increases.

But how do you gain a robust social proof?

You gain it through testimonials, ratings and reviews, influencer endorsements, media logos, certifications, subscriber counts, social connections, social shares, clients, and case studies.

Testimonials

A testimonial is a statement made by a customer or consumer that provides an objective viewpoint. This “outsider influence” is something you’ll see more of in this list. It’s important to note that testimonials involve stories about how your product or service bettered their lives in some way. It’s similar, but not the same, as reviews.

Ratings and Reviews

Think about the last time you purchased something online. If the rating was available, did you look at it? Did it influence your buying decision? Of course it did. And if reviews were available, you likely read a few of those as well. The scoring system of a rating is a powerful influence in social proof. A review usually accompanies a rating. The greater your number of ratings and reviews, the more power it holds over the viewing public.

Influencer Endorsements

Influencer Endorsements aren’t the same as testimonials. An influencer is a well-known person or business who has a heavy social media following. A mention of your business, product, or service can cause an instant rise in social proof. It’s a mutually beneficial relationship, as your willingness to connect with them builds their credibility. Keep in mind that their reputation is just as important as yours.

Media Logos

You’ve noticed these before, and likely didn’t realize it. “As seen on…” is an excellent example. It’s important to note, you can only use these media logos if you’ve actually appeared on their networks, in their paper, etc. Misrepresentation of your credentials will destroy the credibility you’ve tried so hard to develop.

Certifications and Case Studies

Certifications and case studies are professional endorsements of your credibility. They prove your expertise, and therefore increase your social proof.

Subscriber Counts, Social Connections, and Social Shares

All of these combined build a pressing need to go along with the crowd. Like reviews and testimonials, the more you have, the more you’ll gain. It may take five years to get 10k subscribers, but the next 10k could take one or less. The more influence you have socially, the more people accept your credibility.

Clients and Word of Mouth

Word of mouth is still as strong as ever. People are more influenced by those they know than those they don’t. If a happy client spreads the word about your work, social proof will naturally follow.

Now you know the best ways to build your social proof. Building momentum is key to successfully enhancing your credibility. Take the time to do it right, and you’ll be #AwesomeInSocial.

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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+, YouTube, Pinterest, Instagram and the tools to manage them.

Click here for her Social Media Workshops, Classes, and Seminars

#AuthenticallyAwesome – Authentic Education in Your Branding

Marketing has changed drastically in the past decade. The days of telemarketing, direct mail, and traditional advertising are long gone. People are choosing how they consume media – including how they are being sold products and services. We fast forward through commercials, toss our junk mail, have spam folders, and avoid answering calls or doorbells from people we don’t know. Permission-based marketing is really the only way to connect with a target audience anymore. That is why content marketing and influencer marketing have had so much traction. Today consumers have complete control over who gets to market to them. This is why consistent, quality content is the way to attract potential leads and clients. We have to give our audience something they want to read, engage or interact with.

Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

Seth Godin

Today’s strategies for reach revolve around creating informational and educational content that the right audience will want to consume.  Our rates of media consumption are off the charts right now, especially on our mobile devices. Never in the history of humankind have we been so connected or driven to consume data, media and content. The online noise is LOUD. How does a small business owner make an impact and be found?

The answer is: they provide content that people find valuable.

Enter stage left – influencer marketing. Influencer marketing has a two-fold effect. Many marketers focus on the benefit of the reach that can be found in connecting with the audiences of popular influencers. However, the other huge perk of interacting with, and then becoming, an influencer is that you are building credibility and establishing yourself as an expert in your field.

How do you establish yourself as a trusted expert and advisor? You offer education to your audience. This educational offering can take many forms…blogs, white papers, videos, webinars, or podcasts. Select the medium you feel most comfortable with and that you feel confident your audience will consume. You are a business owner for a reason – you have a skillset that others find valuable.  You provide value. Don’t convince yourself that you have to nothing to say or share. There are people eager to pay attention to what you have to say.

How do you make your educational offerings authentic? Don’t spend time attempting to copy or emulate someone else’s content. This is an easy way to get started but you have to give your followers something unique to you. They are following you because they appreciate what you have to say and how you express it. If you haven’t developed a “voice” for you and your brand – it’s time to do so. Authenticity is creating a voice and tone for your content that not only represents your branding but is also an accurate and honest depiction of who you are. That sort of content is what resonates with people.  It’s the way to create brand advocates – passionate followers who share your message wide and far….for free…just because your content impacts them in a positive way.

Incorporating education into your branding takes time and effort and doesn’t always have a measurable ROI. Finding a way to share this type of content in an authentic way is going to take some brainstorming and effort. However, the end result of this is a wider reach and a more dedicated following. What business doesn’t want that with their online presence?

Now go out there and create something AWESOME! I can’t wait to see you spread your message with the world.

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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.

Click here for her Social Media Workshops, Classes and Seminars

#2017Trends - Video on a Budget (How Live Video Will Make You an Influencer in Your Industry)

The hottest trend for influencers in 2017 will be video marketing. Live video options hit Facebook, Instagram, and Twitter last summer, and the trend is still going strong. With 1.442 billion monthly mobile users on Facebook and the 600k skyrocket of Instagram active Instagram users since the introduction of ‘Instagram Stories’, live video can’t be ignored.

But how do you create live video that doesn’t suck the life out of your viewers? You want to be an influencer in your industry, and that means your live video can’t be amateur hour. It also can be done without breaking the bank budget-wise.

Here are some key ways to create video on a budget and become an influencer in your industry:

1.      Know the limits of your camera. Your smartphone or streaming device needs to be clear and focused on you or the event you’re tracking. Shaky phones, hands, and scenery can jerk the viewer out of their comfort zone. Stabilize your phone using a tripod, if possible.

2.     Prepare, prepare, prepare. You are giving a speech or presentation to the world. Should you do it off-the-cuff? Unless you are a king or queen of improv, the answer is no. Practice before the live event, know what you want to say and how you’ll say it. Practice in front of your recording device multiple times so you can see how you do. Are you staring at the camera? Looking off screen? Constantly twitching? Awkwardly looking around? Do you tap your pencil as you talk? These things are important. If you look nervous and uncomfortable, it’s hard for viewers to be confident and you lose that influence you’re trying to gain.

3.      Record your live event! You can record your live event using independent apps such as Replay Video Capture. Keep in mind that the only way to record it is through another phone, desktop, laptop, or tablet. Recording while streaming on your phone is almost impossible since you have to stream from the Facebook mobile app (sorry, no browser options yet). You can offer up a reply to subscribers of your page or newsletter, save it for future use, and release it on your video social networking site (such as YouTube).

4.      Have a goal before you start your live event. You need to know what you want to gain from your audience before you begin. There should either be a call-to-action, informational, or an instructional component that will benefit your viewer. A great example of an instructional video is one where you assemble or use a product from your company (or another company, if you’re reviewing a product). Informational could be reporting live from a convention or other event. A call-to-action could be to sign up for your newsletter, webinar, buy a product, try a product, or more.

5.      You can have pre-recorded content in your video. Ensure that over 90% of it is live or else you will lose the confidence of your viewers. Use a free app like Adobe Spark Video to create your video intro and outro, or, if you are reporting on an incident or event, use Adobe Spark Video to compile those clips to be aesthetically pleasing for the viewer.

The sky is the limit when it comes to influencer marketing and live video. Be prepared for the best and worst. The more you practice, the more comfortable you’ll be.

Be sure to Follow us and Let's Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.

Click here for her Social Media Workshops, Classes and Seminars

#SocialProof - How to Build Social Proof

We’ve talked about #SocialProof before. It’s the “psychological preference for doing what other people are doing, because if other people are doing it, it proves that it must be worthwhile”. It’s what gives power to celebrity brand endorsements and phrases like “Limited Edition”.

So how do you build an influence wave of social proof? 

First of all, you need to understand that it is far easier to jump from 20,000 YouTube subscribers, Facebook Likes, etc. to 50,000 than it is to go from 0 to 1,500. This is called a growth curve. You will need to grind to build your social proof from scratch.

Secondly, you must leverage the numbers that provide the most impact. If a brand new food blogger has 18k Pinterest followers on their niche boards, there must be something going on that they need to analyze and figure out how to capitalize on.

Here are thirteen types of social proof and tips on how to get started: 

1. Raw Quantity: The number of people engaging or interacting with you. Gather these numbers immediately. For physical/digital products, how many sales have you made? Blog or podcast: how many countries do people listen or read from? Social media presence: number of followers and number of posts fall into this category. 

2. Celebrity and Expert Endorsements: This could take up a post all its own. When you’re first building your social proof, the likelihood of a celebrity endorsement is slim. Experts in your field, however, are much easier to approach. These are called influencers and influencer marketing is its own niche.

3. Testimonials and Quotes: Authors use other author or industry professional’s quotes on their covers. Testimonials are a fantastic way to build social proof. 

4. Featured locations: Did you show up on a podcast? Have you been featured in a popular or industry standard publication? If not, why not contact larger publications for guest posting? They are often starved for online content, so take the time to target your niche. 

5. Certifications: completely self-explanatory. If you have any that can be used as social proof, display them proudly.

6. Referrals: the #1 trusted source of advertising as proven by numerous case studies. Start by creating a referral program where a referring customer receives a discount for their loyalty. 

7. Gazing: Use photos and images to draw the reader’s eye to your call to action.

8. Ratings and Reviews: One of the most important parts of your Online Reputation and also the fastest growing part of social proof in our mobile market. Encourage your customers to leave reviews, but be careful if you offer perks. This can seem scammy and have the opposite effect you’d intended.

9. Case Studies and Proof of Concept: Lead by example in using yourself as a case study or use other people’s transformation studies as proof. 

10. Limited Time Offer or The Fear of Missing Out: Give a deadline, and stick to it. Create exclusivity. Both of these combine to make a very strong case for social proof.

11. Social (Media) Proof: This is really difficult from the beginning. You can start by creating a hashtag that represents you and your business. Use it and encourage your clients and customers to use it as well.

12. Rankings: New product launch? Use a product launch site. Food blogger? Try to get on Food Gawker. Almost every industry has submission sites that can get your brand noticed and give you the ranking you need to jump to the top.

13. Integration and Platforms: If your product or service is used or integrated with others, show it. 

14.   SEO: The higher your rank on Google, the more automatic credibility you give your brand and your business. 

How are your doing with your social proof? Any questions? Tell us in comments and we’ll tackle them in a future post.

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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.

Click here for her Social Media Workshops, Classes and Seminars

#ReviveYourMarketing – Don’t Put All of Your Eggs in One Marketing Basket

As an entrepreneur or small business owner, the work you are passionate about is your main driving force. However, marketing is an essential element of any successful company and cannot be overlooked. I know, you are busy and don’t have time to focus on marketing. However, the blunt truth is, if you want to grow you can’t afford to not participate in marketing.

So, you dip your toe into the water and you try something. It may or may not be achieving results. That means going back to the drawing board and adapting the technique or trying something new entirely. What I’d like to encourage each of you to do is to try different marketing methods at the same time. Don’t put all your money into the one marketing avenue you think will work. Right now, you aren’t really sure what will work. You have probably done some research and gotten a ton of advice – but the real test is actually trying it and analyzing the results.

Why You Should Diversify

There are many different reasons why diversifying your marketing is a great idea.

• 1.     Your audience doesn’t all hang out in the same place. Everyone gravitates to a different area of the web. By selecting only one method or channel, you eliminate any potential client who doesn’t use it.
• 2.     Websites change, adapt and disappear. If you have invested all of your marketing into the next, great, trendy website – what will you do if that company collapses? What will you do if it is taken over or changes direction? You’ll have to start all over. No one should be dependent on just one approach.
• 3.     The more channels you participate in, the more you build your online web presence and establish credibility. The search engines are more likely to rank you higher if they see your name come up multiple times – from multiple sources. This will also establish your digital marketing equity and increase your brand online.
• 4.     Focusing on more than one source will help keep your content and promotional materials interesting and fresh – for both you and your audience.

Types of Digital Marketing

Here are just some of the more popular options in digital marketing in 2016. There are more marketing methods available than this blog post could possibly cover. The idea is not to try to master them all. No one has time for that. Plus, many of the techniques may not work or connect you with your ideal target audience.

-       Social Media Marketing – SMM covers a lot of territory. This could mean focusing on a single Facebook Business Page, a LinkedIn Profile, a Pinterest account, or keeping up with Twitter. Often the best strategy is picking multiple platforms and cross posting information. Do some trial and error to find out which ones work best for you. Or, better yet, hire an expert to help you narrow down the platforms and teach you the best way to schedule content.

-       SEO – SEO stands for search engine optimization. The Internet is a big place. If you want people to find what you are putting out there, SEO is the method to use. If you optimize your website, social media, and other online content in a way that makes is accessible and appealing to the search engines – you will rise in search ranks in record time! There is both an art and science to SEO but, if you can make it work for you, it’s some of the best free marketing available.

-       Content Marketing – Another way to establish your brand online is by producing content. Content marketing focuses on creating and distributing regular and consistent online content to attract new followers or customers. If you combine content marketing with solid SEO techniques, you will achieve even better results.

-       Influencer Marketing – Becoming an online influencer, or expert, is way to organically grow your following. By regularly producing content, participating in interviews and live streaming, and making your presence known online – you will generate an audience that will become brand ambassadors for you. They will share your content and refer their circles to your online sites.

-       Email Marketing – For many marketers, list building is the first step of marketing. If you aren’t tracking and building a list of people who interact with you, do business with you or are interested in your content – then you are throwing away valuable permission-based marketing opportunities.

Narrow It Down

I’m going to suggest that you pick at least three different methods that will help you reach your ideal client base.  Some of these will appeal to you. Others will appeal to your online followers. Do what is best for your brand and easiest for you to maintain. Consistency is important when it comes to digital marketing. If you get overwhelmed, you will walk away and accomplish nothing. Don’t do that. You need an online presence these days. The focus should be on working smarter, not harder.

As always, if you need help getting starting or advice on which direction to head into – the team at The Social Media Advisor specializes in assisting small businesses with their online branding and presence. Give us a shout so we can help you #BeAwesome.

~ Social Media is changing the way people do business.  Don't get left behind ~ 

Be sure to Follow us and Let's Engage!

Hollie Clere, of The Social Media Advisor is a "#BeAwesome" Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+, YouTube, Pinterest, Instagram and the tools to manage them. 

Click here for her Social Media Workshops, Classes and Seminars.