How To Automate Your Lead Generation Process Using Social Media | FEE001 – Transcript

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Okay, everybody, let’s get to it. Now, let’s talk about how to automate your lead generation process using social media. So first thing we’re going to talk about is what is social media? What is each medium for? We understand – okay, social media – there’s Twitter, there’s Facebook, there’s YouTube, is blogging, there’s podcasting. But what is it? What are they each for? Is there a purpose for each one? On the surface it just looks like Twitter – it’s a waste of time. Facebook – why would I want to do that? And it just seems like another job.

So what I’m going to do is just sort of talk about each medium and really what it seems to be focused on – in our opinion where it’s best used, and what Twitter is for. So we’ll start off with Twitter, and then we’ll move on to Facebook and YouTube, blogging and podcasting.

So Twitter – really what Twitter is great for is its instant, up to the second notifications on new happenings in areas of your interest. So when you go to follow somebody, basically what you’re doing is you’re going to be following areas of interest, or people of interest, or something that’s of interest to you. So it’s interesting. I’ll give you an example of how I really got turned on to Twitter, and it impacted me on how powerful this medium is. There was an earthquake that happened. It started in the DC area and traveled all the way north up to where I’m at, which is north of Toronto. And I was sitting at my desk in our Caledon office – sitting at my desk and all

of a sudden my desk started moving back and forth. And I looked out the window and realized it wasn’t my guess. It was the whole house was starting to sway back and forth. And I sort of stopped for a minute and I thought, should I bolt? What should I do? What the heck was that? That must’ve been an earthquake.

So I was sitting at my desk, and I went to my computer, and I fired up Google. And I quickly googled Caledon earthquake – nothing. I went to one of the local news – or a main news company’s website. I think I went to CTV, which is a local national news in Canada here – nothing. And I went to Yahoo. I just started – and I thought there’s nothing there. But I happen to have my Twitter account up, so I went in to Twitter, and I quickly typed in Caledon earthquake, or earthquake I think the term was. I just typed in the word earthquake. And all of a sudden – boom, boom, boom – there was like 20, 30, 40 entries of people saying, “Hey, did you feel that? I think there was an earthquake. There was an earthquake.” And I quickly tweeted something out that, “Yeah, I felt it up here.” And all of a sudden all the information I was looking for came through. I read through all the information. I must’ve been there about five minutes or so. I went back to some of the other news sites. Sure enough – there was nothing there.

So the speed at which people were communicating back on Twitter – it was amazing. And I thought, well that’s interesting. I mean, that was sort of an area or topic of interest that I needed to find out about. So searching in Twitter was possible, Andy gave me some instant updates. As well, it’s a great tool for if there is something of interest. I mean, that’s what you do. You follow the people of interest. And from that social media standpoint, from a lead generation standpoint, that’s what you want to do. You want to actually get people to follow you because you are an area of interest for them.

So now are going to talk about Facebook. So where does Facebook fit into all this? Facebook is actually a powerful, huge, huge thing. But basically what Facebook is Facebook is a log of content, new content, from people and companies you’ve elected to associate with. So it could be from your friends. It could be from companies that you like. It could be from certain things. You can also … really, what you’re looking at there, I mean, it’s all about the Like, the Like factor. So basically when you’re basically in Facebook, you’re wanted people to like you. And if they like you, then they’re going to start see the feeds you’re putting out. So you’re on Twitter – or people are on Twitter – because they’re … sorry I was just talking about Twitter. You’re on Facebook, and people are on Facebook because they’re wanting to follow the happenings of certain people or companies that are of interest to them.

So I can use an example of that. I was interested in a new restaurant that was in the area. So I went on to Facebook, and I went because my curiosity was – if people really like the restaurant, then they’re going to “like” the restaurant. So sure enough, I went in, I found the restaurant, and there were a whole group of people that had liked it. And I thought, wow. They’re all different people. None of them were my direct group of friends, but people did like. And I thought well that’s interesting. So there’s social proof. And really in Facebook, it’s all about social proof. So if you can garner a lot of that social proof for yourself then when people, if they happen to search for some of the content, or if they like some of the content that you’re putting out there, then it might motivate them to somehow take it to the next level and find out more about you and even get together with you.

Then we’re going to talk about YouTube. So YouTube – what is it? Well, I mean, we all know it as sort of a video sharing site. Well, it’s a communication sharing consolidator, and it really allows you to subscribe to video content from providers who are of interest to you. So it could be certain sport activities. I know I’ve got … I subscribe to a couple of … I’m a water skier, so there’s some mountain biking ones, which I’m also interested in. But basically it’s a great place to get some information in a different format, which is a video format. So an example of where you might want to use that – you might want to host some of your webinar content there. And you can even post your podcast content. So if you’re started a podcast, then you can host those there as well. Now if you’re doing a video podcast, then you can put the video. And if not, then you just put the audio up there with an information screen that stays on as well. So just another content consolidator that you can take advantage of.

Now blogging – it is a fantastic medium that really allows anyone to post their views on specific topics, and then you can follow their writing. So if there’s a journalist or somebody that’s got a topic of interest for you, and you happen to like their writing, and like their opinion, and like their views – or maybe you don’t like their opinion, you don’t like their views, but you’re still interested in it nonetheless – then you can actually follow their blog writings. And so that’s what the medium is all about. It’s again, another content consolidator for a certain person or companies views. An example of that – if you just want to check out I mean, that’s a great blog because it’s got topics on all different types of things. And it’s a nice example of that.

And then finally, we’re going to talk about podcasts. I mean, this is where it’s recorded audio, can also be video, and it’s basically of shows dealing with specific topics of interest. So again, if there’s a topic that you’re interested in, you can go to iTunes and you can search for a variety of podcasts that might be talking about that particular topic.

That’s what each medium is really for and that’s … you can start to think about that a little bit, so you can start to take advantage of the different options that are available. People tend to gravitate to the consumption method that fits their lifestyle. So I tend to personally … I’m a podcast junkie, so I’ve got a whole slew of podcasts that I listen to. And I happen to be in the car quite a bit. I have a certain hour probably commute back and forth to our head office, so I’m in the car for at least two hours on the days that I do head into the head office there. And even if it’s … before I go to bed I can throw on a podcast on a certain topic. But it’s amazing ’cause it’s a great … it’s almost like … I sort of equate it to an audible – what’s the term I’m looking for? It’s the documentary – sorry – an audible documentary on a particular topic. So it’s just something that allows me to get up to date, current information because when people are podcasting – if they’re keeping up with their podcast – then it’s sort of the latest and greatest information on that particular topic.

So definitely, everyone’s got their own consumption methods and their own ways that they want to consume things. And a lot of people go for walks, and they go for runs. And again, I tend to do a lot of mountain biking, so I’ll take my iPhone with me, throw on one of the podcasts that I’ve got, and listen to it through my ride.

So what we want to take from this is that we really need to be posting through each method to ensure we capture the greatest audience. Because if you’ve got some people who like to listen to things on their computer, other people that like to listen to things in their car, other people that like to listen to things on their iPhone or their MP3 player or just simply read things on their website – there’s different communication or different content consumption methods for each person. And so you can’t just say I’m only going to do a podcast, for example, because some people may not want to listen to a podcast. They may just want to read things. So you want to make sure that you’re going to be using each consumption method, and you’re posting to that.

So the problem with that is who has time to do all of this? I mean, it takes a certain amount of time to do it, but I’m going to sort of share with you my plan, the way I do things with the whole social media thing and making sure that people see me as a content provider that they want to get involved with, and how I make it because I don’t want to add another job to my already busy life. So this is the plan that I use.

So when it comes to Twitter … what I do with Twitter is first of all you want to create a Twitter account that will be used to deliver content to your target market. So I have a few Twitter accounts and each one is devoted to a particular target market. So you set up your Twitter account, and if you can get clear on who your target is for that particular account, that’s going to make a big difference. So you set up that Twitter account and you’re then going to go to your Google Reader. So with Google, there’s a program called Google Reader. Now what it does is – it’s a free program. You just go into Google and google Google Reader. And what it does is it’s an RSS feed consolidator. Now we won’t get into too much detail on RSS feeds, but RSS stands for really simple syndication. And so what it does – it’s the opposite of what you’d think. So if you have a blog or something that – a website that you like the content on that you go back to on a fairly frequent basis – what the Google Reader will do is it will actually pull in to you anytime there’s new content on that particular site. So create a Google Reader account, and then create a folder of various websites that you go to to consolidate the content of interest to your target market. Now you’ve got content that you can start to talk about in your Twitter feeds.

So you’re gonna then … you’re gonna start off with getting the Google Reader account, set it up, and then create the folder for that particular target market. Then you’re gonna create what’s called a tweet inventory. And the tweet inventory – it sort of contains all of … a lot of things – relevant quotes, relevant statistics, topics on your blog, topics found in your Google Reader account we just talked about, event notifications, and then certain tweets that you can put in the inventory about marketing your services. Now you want to be limited on that because you don’t want to be seen to be selling or marketing too, too much. You want to be … really Twitter is you want to be focused on providing valuable content that is not self-serving. Really take a look at that. Create your tweet inventory because it’s gonna come in handy when you have your weekly routine.

So what I do every Monday morning is it takes me about 15 minutes, and I open up my Google Reader account, and I start just going through the folder particularly devoted to that particular Twitter account, so that particular niche. And I start going through it and I look for content that has been delivered to my Google Reader account that’s of interest to that particular market. It takes about 15 minutes. You get however many you want for the week, and basically then you’re going to put it together. And this is now part of your content that you’re gonna be sharing via Twitter. So the question then is how do you share it all? Well, there’s a variety of programs that we’ve gone through and we’re tested. Some work really well. Some really don’t work very well. Some you want to stay away from because Twitter might see them as spammy type programs. You want to make it seem like it’s something that’s actually being delivered by you and not sort of spamming out there.

So what you do is you go to, and what you’re going to find there are the social media dashboards that I’m currently using and why I’m using them. So go there, click on the links and that will give you some information – the current ones that we’re using and why we’re using it. And basically what you’re gonna do is you’re going to schedule those tweets for the entire week. So really what you want to do is you want to schedule them probably 10 to 20 tweets a day, starting whatever time in the morning. Recognize as well that most people are reading their tweets first thing in the morning and last thing in the evening. So you don’t want to be spending too much time in the middle of the day because it’s probably going to get lost. But you do want to focus on making sure you have enough tweets going out there so that whenever somebody goes to check their account, they’re probably going to see some of the content that you’re putting out there. But you also want to make sure that a lot of the content isn’t repeated on a regular basis throughout the day. So you need to build a lot of that inventory from the Google account. So go out there and then schedule the tweets so that for the entire week your tweets are gonna be running out, and therefore, you’re basically done. So go to, and you’re gonna find a listing of the tested social media dashboards that we’re currently using.

So that takes care of Twitter. Now, the podcasting then is part of our plan as well. What you’re gonna do with podcasting is you’re gonna create an episode template. The key to podcasting is making sure there’s a certain routine, and there’s a certain frequency to the podcast because people are gonna start to rely on that. And you’re gonna train them, and they’re gonna start to anticipate – well what’s coming up? So this is just a rough template that I like to use. You start off with an episode announcement. So you’re gonna record that each time. You’re gonna then look at the intro, which can be pre-recorded. So you record it once and then you’ve got that spot for each one, so you don’t have to record it each time. And then you’re going to record an “in this episode” spot as well. It’s probably a 30 second spot that just sort of explains what the episode … what you’re gonna be talking about. Then you’re also gonna move on to a “what’s new” section. So I just talk about what’s new. I mean, if you look at the beginning of this podcast, I sort of shared with you what was new in my life today in the area of fee-based financial planning and shared that. And it just allows people to build a bit of a relationship with you because you’re sort of sharing some current happenings in your life.

Then the next section you’re going to record is gonna be a feature segment. And this is where you’re gonna be talking about whatever the topic is for that particular episode. You’re gonna dive deep into it. You’re gonna try and make it as valuable content as you can get. And really explain and divulge as much information as you possibly can. If you want, you can also have been the next segment, which would be a bonus segment. And there you just sort of added some bonus material that might be … it could be a quick tip. It could be certain applications that you’re using, certain software that you’re using, certain tools that you’re using, whatever – just something of interest, something that might be considered a bonus for the listener. And then you can also … in the last step you are going to how is what’s called an “outro” and that’s where … you can pre-record that. You record it once, and it’s basically just the ending of the podcast. So that gives you a rough episode template.

And now the next question that people usually have for me is, “What do I talk about? What topics do I talk about?” Well, what you want to do is you want to create a topic inventory. And I’ll tell you, it’s amazing the different times you’ll think of – oh wow that would be a really interesting topic to talk about, and then you don’t write it down anywhere, or you don’t have a process for being able to capture the information. You sit down to start recording your podcast, and you just go blank. So you want to have the topic inventory. So each step of the unique process that you have is important. So what you can do is – to use some examples of topics – you can talk about all the different stages of your financial planning process. So talk about the first meeting, talk about the second meeting, talk about what happens at the planned presentation meetings, for whatever. Really just talk about the importance, and why each component is so integral to your overall financial planning process. Another thing you could talk about – you could highlight a specific topic or concept so you could start talking about maybe some current – right now in the marketplace, retirees in my market are really, really focused on “What are the best income solutions? How do I ensure my income is stable and not affected by the market volatility and whatnot?” So you could talk about various topics. You can talk about the insurances, or government initiatives, or government programs, or anything like that. So you can do that. So those are some examples of topics you can talk about.

Now, moving on – we’re going to talk about blogging. Now blogs right now are really – how do I put it? They are replacing traditional websites. So traditional websites were more of a glorified business cards. Well blogging, or belongs, are now kind of replacing that because now what people are interested in on the Internet is there recognizing the internet as a great place for gathering content, for gaining information. Well, you want to sort of support. And people are looking for content, and when they come to your website, if you don’t have any content, all it does is it’s a fancy looking site that your mom might be impressed with, but if it doesn’t deliver any value instantly, then you’re really not going to be attracting their interest.

Well, that’s where blogs are changing things because blogs now allow you to provide a tremendous amount of value to the market that you’re working in. So a good website is a good content site for a particular topic or niche. What do you do if you already have a website? I ran into this problem when I sorta dove into this. And I thought, okay, well I spent a lot of money on putting together my website. I don’t want to just trash that because it does look good, and it does sort of explain what it is we do, and how we do it, and all that stuff. But the problem with it was a really didn’t have a lot of content. So what are some of the things you can do to sort of build this? Well, what we did was we added a WordPress blog to our existing website. So definitely WordPress, hands down, there’s no other blogging platform that I would recommend you use. You just must use it. It’s free. It’s got so much support. There’s so many plug-ins. There’s so many added programs you can do. There’s just nothing you can’t seem to do with WordPress. And it’s just probably the easiest one that I’ve ever come across using. There are other ones out there, but the reality is the support that WordPress has behind it – it just feeds right into all the search engines, and it’s just an amazing program. And the fact that it’s free just blows me away.

So what you’d want to do is you either want to add a WordPress blog to your existing site, and then just add the blog button on your site. Or you can, if you want to, you can just replace your entire site. So if you don’t really like your existing site, then definitely go ahead. You could just replace that site with a new site. Point your URL to your new WordPress site and just start building it that way. I mean, it’s so easy to use, with all the different plug-ins, and themes, and looks, and feels you can make with it. It’s just basically point and click. And boom, it just looks fantastic. WordPress really – I can’t stress it enough – that you want to be using when it comes to content management. It’s 100% free, used by serious companies. I mean, I’m just going to list for you – I just went through and googled who’s using WordPress for their website. Well, here’s the list: top down it’s the New York Times, CNN, Forbes, Reuters, Maclean’s, General Motors, UPS, eBay, Sony, Volkswagen, Yahoo, Digg, Ford, People, Samsung. I mean, these are serious Fortune 500 companies, in many cases, that are all using WordPress. So you definitely … you can’t go wrong if you’re following that.

So the thing is, though, you’ve got to host your WordPress site somewhere. And not every host is set up for WordPress. So again, what I would do is I’ve gone through … I’ve got my old site, which is hosted at a completely different place, and when I found out how easy it was to post your own site and how inexpensive it was compared to what a pain in the other one, I just couldn’t believe it. So we’ve gone through, and we’ve tested out a whole variety of web hosts. So what I would do is go to, and there you will get a listing of who we’re currently using for the sites like this. For what we’re talking about here, you don’t need to go and blow your brains out on a big powerful sort of dedicated server host. A shared server platform is fantastic, but you want to make sure that you’re with a very reputable one. So go to, and you’ll find out who that is. I think ours cost us $5 or $6 a month, and you can have as many WordPress sites as you want on that particular account. It’s just amazing. And the greatest thing about that is that the site … they have a one-button setup, where you basically activate your account, you go down, you find the WordPress logo, you click on it, it says, “Do you want to install WordPress on this particular host, on this site?” You say, yes, and it just says okay. What do you want your user name and your password to be so you can login to use it. And boom, you’re good to go. It basically sets the entire thing up for you – safe, secure – it’s a one button click. It literally takes less than five minutes to set up. It’s an amazing program. So definitely go to, and you can get your WordPress site set up. And literally, you’re set up in minutes. Then you can start posting your blogs and your content from that point.

So now, what do you put on your blog? Well, I would break 500 word opinion articles or how-to articles. You can post your podcast, if you’ve got a podcast, and you want to post it, definitely post it through your content site, through your WordPress site. That’s how we do ours, and there’s a way that we set it up so whenever we post it to our WordPress site, it instantly gets then put up onto the iTunes site. And then basically all of our iTunes subscribers get it as well. So we try to leverage off of everything and basically I want to make things as simple as possible. So I do something once, and then it sort of spreads the information out to where it needs to go.

You can answer common questions with your blog posts. So if you know that there’s certain questions that seem to be coming in, what I would do is go and check your inbox and see what kind of e-mails are coming in from clients, and what questions are they asking you? So you can start to answer those questions in your blog posts, and then you can start to share that information with your clients, with other prospective clients, and anybody who’s interested. People start googling certain questions, and if you’ve answered not a one of your blog posts – because you’re using WordPress – it’s going to then need that information into Google, and it’s going to already archive, or it’s going to index that through Google. So when people start searching for it, they may just come across your site because you’ve already answered the exact question.

Remember, Google ranks you based on relevancy, and if the person’s search criteria very, very closely matches the topic and the content that’s in the WordPress post that you put together, then your relevancy goes way up. And that means people are going to start finding out about you more and more. So the more posts you get the more chances you have of being raised up higher in the search engines. And then you’re going to promote valuable content. So you can promote things like free reports, free videos – any sort of incentive that you can put together. And the purpose of the incentives, the purpose for the free reports is to … and we’ve talked about it … or we’ll talk about it in future podcasts. But you want to start building a database, an e-mail database, of people who are interested in your information, your content. So you can say, “Look, I’ve got this free report. If you want to get a copy of it, just give me your e-mail address, and I’ll send it right up to you.” And you set that up. You can set that up, and your auto-responder takes over. It sends it right back out, and says, “Here’s the report you’re asking for.” Now you got that information. You got that person on your mailing list, and you can start to build a relationship with them.

So that takes care of the blog from what to put on your blog. The other question is what’s the best way to set up your blog? And we talked about that as well – definitely WordPress, definitely go to because it’s going to give you a direct link to the current company that we’re using, which basically gives you bad quick install for WordPress. And I tell ya, literally within a few minutes, you’ll be up and running. The next question is, well, how do you make your blog look better because we’ll tell you, when you do set up your first WordPress blog, it looks kind of crappy. It doesn’t really … it’s got some of the generic look and feel. It has no bearing on your particular … maybe you got your company name there, but that’s about it. So what I want you to do is … you want to start looking at what’s called WordPress premium themes. And premium themes are complete websites in a template. And what they do is they change the look and feel of your website. They give you control over it, so you can change the color. You can change the font. You can change the way it shows up, where the columns are. It’s amazing what you can do. It’s all pre-formatted into these great themes.

So we’ve gone through, we’ve tried all whole variety of themes. The best ones we’ve been able to find again are at, and there you’re going to find a listing of the current theme companies that we’re using. And now the companies that we’re using, we’re using for a reason. These companies keep their themes updated. As WordPress keeps on evolving and more added features keep on getting added to it, you want to make sure that the theme you’re using can keep up with the WordPress version a you’re on. So one of the great things about the is that they make sure their themes are always kept up to date. So you buy it once – I think it’s $70 for three themes. So you get three different themes for $70, and you can try them out and whatever. But basically once you gonna, they keep on updating it whenever there’s a new release of the new WordPress, WordPress will update itself. And then you can automatically come along and say, “Then I want to update my theme, so that it matches the current version.” And in these,, that’s going to happen for free.

When I started my first website, I spent over $15,000 to have it developed. WordPress has basically brought that down. So what I did was I went and I paid $70 to the – $70, I got three templates, which allowed me to sort of play with the look and feel of it. And the company that I had paid over $15,000 for my original site, I had them take a look because I thought maybe I’ll have them come in and do some fine tuning on the WordPress site. They came and looked at it and said, “There’s not much we can do. Everything looks pretty good.” And sure enough, I was able to choose the colors that match my existing site. So when I had people go and they click on the blog link, it takes them right to our WordPress site and – yeah, sure, it looks a little different – but it seems to be inspired by, so you’d still know you’re in the same company’s website. And you realize that now, because you’re in the blog or the content management site, now you’re starting to get the information that you’re looking for. So it was amazing when they came back to me and said, “Well, there’s not much I can do because the theme that you’re using looks pretty good.” I thought, man, have we, a long way – $70 for three themes – unbelievable. So for me I think my website now costs … for the first year it cost me $170. It was $100 for hosting for the year, and $70 for the three themes. And that’s it. So I haven’t put another dime into it. It’s amazing how much you can do for quite an inexpensive amount and look completely professional. So definitely check out, and I will give you all the information you need for making your blog and the WordPress site look fantastic.

So now we’re going to move onto YouTube. So what’s my plan on YouTube? Well, webinars – I interview a lot of other professionals. You can interview people. You can do screen captures or whatever of certain content that you might find of value to your audience. So definitely take advantage of that, and you can then post those onto YouTube – quarterly investment updates, basic conceptual explanations of certain topics. How to topics for financial planning, how to register for government pension benefits, how to register for … how much life insurance? I mean, the topics are endless. So whatever topics you can find, then just think them up. What are questions that clients are asking you? And just go and answer those questions through screen capture or a webinar. So definitely take that and then you can post those on YouTube. Again, what you’re doing is you’re putting that valuable content on the Internet. YouTube is owned by Google, so you know it’s going to rank high in the search results.

And then now we’re moving on to Facebook. So what’s the plan for Facebook? Well, Facebook is the greatest tool for gaining social proof. So everything in Facebook is all about social proof. I really don’t care too much about Facebook for my personal profile. Don’t worry about your personal profile unless you … really just reserve it for your personal friends and family. But I don’t spend any time on my personal profile. I spend all my time on my company page. So you want to make sure that you have a good company page and that the emphasis on the company page … see people initially come to it. So you can send out links and say hey, check you my company page, all the information you need there. When they get there, you want to offer them some sort of an incentive to like you because they may get there, and then say they look around and that’s about it. But then it doesn’t help you in the social proof area.

So Facebook pages – first of all, what are they? Well, it’s not your profile. Everybody needs a personal profile when you get onto Facebook. But then you can add these things called pages. The pages are where you can have … if you’ve got a company or different divisions of your company, or if you’re a financial planning firm, you’ve got your financial planning side of your business. You’ve got the investment side of your business. You got the insurance side of your business. You can have a page for each component of your business. So definitely take advantage of the Facebook pages and start driving people to that. Now how many pages should you have? As many topics as you want to talk about that are specific to niches. You can have one for … if you have insurance in your practice, and you wanted to have one for life insurance, for long-term care insurance, critical illness insurance, disability insurance. You can have a page for each one if you wanted to, if you find that that’s going to be of greater value for you to be able to share the content that you want. Now the thing you’ve got to remember with pages is that you do have to somewhat keep them updated. And the more pages you have, the more work is going to be to keep those updated.

So another question is – how do you get these things set up because if you go around and check out all the different pages that are out there, some of them look pretty good? How did they do that? And the one thing this is not is not a podcast that will teach you how to set up your WordPress – your Facebook pages. It’s just not something that we do. And to be honest with you, I don’t really care how to set up. I don’t want to learn how to set it up. That’s a waste of my time. My time is definitely spent that are developing content. So what we’ve done is there are certain people that we’re using for setting up our pages, and you want to check out That’s, and what you’re gonna find there – you’re gonna find the companies that we are currently using for setting up our Facebook pages. And the pricing – dirt cheap, again. For what you’re getting and the presence that you’re building on your Facebook page – as you don’t want to have sort of a Mickey Mouse style thing, like when the websites were being developed first of all, you didn’t want to have sort of a Mickey Mouse, looks like it was developed by your grandson in his garage. You want to have a pretty good looking Facebook page because that’s going to be the first representation, and you’re going to encourage people to like your page. So definitely check out, and that will give you who we’re currently using to set up our pages.

So what else can you put on your Facebook page? I mean, you can actually put – once you got the page setup – you can then have a page within that page. Because remember, a page is kind of like a mini website, so you can have a link within your page for your blog. So if you’ve got a blog feed going, if you’ve got a Twitter account that constantly tweaking out feeds, then you can actually have that and show up on your Facebook page as well. So people, when they get there, again, you’re trying to create it so that no matter what content or social media sites that they’re coming to to consume their content that you are promoting all aspects of your content. So when you get there, you can have a Twitter feed, you can have a blog feed, and basically just have it show up there, so people can then go and say, “Oh, I’ll follow this guy on Twitter.” Or “I like that blog. I’ll click on it.” And it takes you back to the blog, and they can start to follow it there as well. Things you can do – you can put announcements on there. So you’re going to want to start posting to your wall there whenever you have a new blog post or whenever you have a new webinar, or whenever you have a new announcement of something, or there’s a certain topic that might be of interest – put it on there. Limit what you put on your Facebook page. People are looking at Facebook, remember, as a source of valuable information. There is more content you can put on Facebook and you can Twitter. Twitter is sort of like the quick blasts of information. But on Facebook, you don’t want to sort of inundate it – probably, one, or two, maybe three at most posts a day would be more than enough. But make sure that whatever you post there is good value.

So the key on your Facebook page … now this is something I didn’t know at first, and when I really started looking at it, I started really recognizing how social proof works. And social proof is really all about the number of links that you have. So it’s critical when you’re working on Facebook that you give people an incentive to like your page. So basically what you say is, “If you want a free report, or access to these free videos, or this online calculator, or free information on all these topics, then like me, and I’ll release it all to you.” So basically, all they have to do is click on the like button, and boom, they get instant access to all the information.

So if you do have a blog, and maybe you want to keep that sort of quiet, then you can say, “Look, I’ll release the blog information to you if you’d like me.” Or, “I’ve got a report,” and generally the reports tend to work really, really well, for the free videos. That tends to work really well because all they have to do is like you, and then boom they have instant access to that. So definitely take advantage of that.

So why do you want to do all this? Why are you spending the time on social media to try and build all of these different presences – the presence on Twitter, Facebook, YouTube, all that sort of stuff? One reason – there’s only one reason why you wanting to do all this, and that is simply to capture their e-mail address, so you can build a relationship with them before they become your client. And that them I’m talking about are anybody that is interested in your particular content, your niche – so anybody in your target market. You want to promote items of interest and content of interest to your particular target market. And in exchange for that content, you want them to give you their e-mail address so that you can continue to automate the process of communicating with them.

People want to do business with people they already feel comfortable with. Give them the opportunity to build a relationship with you first. Then give them a call to action. So everything up front – it’s all front end loaded with giving good content so that people can start to build a relationship. People are so jaded these days with the financial industry that they feel like – well everything that looks good sometimes isn’t good. Well, prove to them that you’re good first, and then they’re going to give you your business – or give you their business. So definitely, calls to action will come later in the process once you’ve started to build a relationship with them.

So with all of this information – definitely comment on any of this. Do you agree with it? Do you not agree with it? Do you find it of value? Did you find it useful? Did you find it useless? I mean, let me know what your thoughts are on this, so comment on the blog post or the podcast episode. Go to the episode; go to the show notes, and at the bottom there’s a comments section. I would love to hear back from you on what you’re finding a value with this particular topic. Did this provide you with information? Is there information you want me to expand on? Let me know, and I’d be more than happy to do that. So please comment with any questions you may have on this topic, and I’ll get back to you with some responses there. But let’s just start building a community. We’re all here to help each other, and my goal is to get this information right back out to you to tell you to tell you what’s working for me, to let you know what’s not working for me, so that we can help build a better industry.

So definitely take advantage of the comments section. Go to, click on episode one, go to the bottom of that, but your comments there. There you can post any questions, anything, just make sure you start engaging with me, and we’ll get information back out to you as quickly as we can. And in future podcasts – who knows – any questions that you may have, perhaps that’ll be the topic for the future podcast.

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Copyright © Scott E. Plaskett 2012 All Rights Reserved. No part of this document may be reproduced without Scott E. Plaskett’s written permission.

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