Social media marketing for coaches in 2017 - http://dukesayer.com

1. DUKE SAYER
Social Media and Marketing In 2017 for Coaches and Trainers

2. Who Am I?
DUKE SAYER

3. Today’s Aim
To give you the clarity on where you should be focussing your efforts for
most bang for your buck and WHY
• Have a clearly defined structure for your social media and marketing
strategy going forward
• If you’re launching a product or program then know how to structure
that out

4. Know Your Values and Know How
You Want To Market
• The people you currently sell to, the people you want to sell to,
the people you’d actually want to hang out with
• What do you want to learn by the end of today?
• What have you been doing so far?

5. • Membership/Online Product
• Social Media/Personal Brand
• Email/Content Strategy
• Events

6. Part 1: The Audience Core:
Who is Your Audience (Really)?
• Who Are They?
• My Ideal Customer is Exactly ______________ years old.
• My Ideal Customer is a Male/Female.
• My Ideal Customer makes around ______________ per year and does
this as a ___________________________ (job title).
• My Ideal Customer has a _______________________ level education.
• Does my ideal customer have kids? Yes/No (circle one)
• If the answer to #5 is yes, list the ages/sex of the kids below.

7. • What is their End Goal?
• Right now my ideal customer wants to be _____________?
• Ex. a millionaire, pain-free in their lower back, a pro golfer, etc
• What about their Personal Life is stopping them?
• What about their Education/Experience Level is stopping them?
• What about their financial situation is stopping them?
• What about their emotional situation is stopping them?

8. • How does not being able to achieve their end goal affect them?
• How does the problem affect their personal life?
• How does it affect them financially?
• How long has this problem been going on?
• How have they tried to solve the problem to this point? (other
solutions)
• What would their life be like if they were able to solve the problem?

9. If you have customer in your business already
you just need to pick out 5 of the customers
that:
A) Are your top customers (top spenders)
B) Are your favourite customers to serve

10. Research tools like AdSprout,
Amazon and Buzzsumo

11. Part 2: Your Core
How do You Relate to Your Audience?
Many business owners overlook the power of their personal story. Your
personal story is important because it’s how you relate to your customer on
a human level. Your story gives your business a mission and purpose.
The point of these questions is to make sure that people know that you were
once a normal person, just like them. This sets them up to believe that they
can get the same results as you. This is where we start to bond with our
potential customer.

12. The Questions we Need to Ask Ourselves:
Who Were You Before You Were an Expert?
(establish humanity)
• What struggles did you have before you became the expert?
• What goals were you trying to achieve before?
• What obstacles were in your way of achieving this goal?

13. Who are You Now that You’ve solved the
Problem? (expert positioning)
• What specific goal did you achieve?
• How did you achieve that goal?
• What resources helped you achieve that goal?
(family, friends, mentor, tools, financial)
• Why are you giving or selling this solution to others?
(what do you get out of the deal?)

14. Part 3: Product Core
How Does Your Product Fit Your Audience?
• How does the product uniquely solve your audience’s problems?
(answer in 2 sentences max.)
• How is your product better than the alternatives?
• List the Key Features and Benefits of your Product.
• How has your product already helped others? (testimonials)
• What will it cost your potential customer if they don’t use your
solution?
(time, money, health, etc.)

15. Summary:
• 1. How does the product uniquely solve your audience’s
problems?
• 2) How is your product better than the alternatives?
• 3) List the Key Features and Benefits of your Product. (My
Product is FEATURE and that is good for my target prospect
because BENEFIT.)
4) How has your product already helped others?
5) What will it cost your potential customer if they don’t use
your solution?

16. Online VS Offline
Anyone employing offline strategies?
Combine online with offline, e.g. special offers in post and
retargeting
Referrals

17. Know what your website is for!
• Authority
• Collect emails
• Call me

18. Social Media Branding - Aesthetics
• Canva.com
• Fiverr.com
• 99Designs

19. Landing Pages and Software Required
• Leadpages VS Clickfunnels VS Optimise Press 2
• Email Providers – IFS, Mailchimp, Aweber, Ontraport, Active
Campaign

20. Social Media Platforms
YouTube
Facebook
Instagram
Linked In
Twitter

21. Twitter
• Press calls great: “share your story”, “email me at”, “urgharo”, “for a
story”, “for an article”, “writing an article”, #journorequest,
#bloggerrequest, #prrequest
• Laborious
• Disappears quickly, need 15 tweets a day to take advantage
• Socialoomph, hootsuite, buffer,

22. Linked In
• Revamp your profile using 5-7 keywords throughout
• Invoke a story and engaging summary with your story
• Succinct headline
• Dux-soup and get Pro Linked In account
• Export LinkedIn connections – download plug in for Gmail called
Streak (FREE) so can then email them
• Active in 3-5 groups
• Add video to profile now
• Share and blog on Linked In

23. YouTube
£5 sets of high authority backlinks
£5 sets of social bookmarks
£10 per 2000 high retention views
£5 per 100 likes
£5 per 200 social bookmarks
£5 for a pack of high authority backlinks
YouTube Ads cheap still
Thick skin required

24. Instagram
Stories have killed snapchat – 24 hours they disappear
User name vs brand – URL and brief description about yourself. Make
description as warm and engaging as possible. An emoji or two
doesn’t hurt.
Original engaging and location on photos
Add hashtags – use the hashtag trick

26. Instagram Posting Schedule
• Post 1-2 photos or videos per day.
• Add 5-30 Instagram stories per day.
• Post 1 live video per day at the same time each day. Camera then
swipe left

27. Instagram Following Schedule
• Find top competitors and follow them – crowdfire, follow like OR
manually ->Tap the search icon. Tap the search bar at the top of the
screen.Tap or swipe to tags.Type a tag that is relevant in your industry.
Tap a top post within that hashtag.
Make sure that the account who posted has a lot of followers (rule of
thumb: They should have more followers than people they are
following).
• Tap the number of followers they have.
• Begin following these followers.

28. Instagram Following Schedule
• Interact with other competitors posts
• Down the line approach them to share their content
• Ask them to promote yours at a cost

29. Facebook
Be seen to be seen – second search engine
Easiest, cheapest, largest
Best targeting across all platforms
Viral effect best
Groups and Fanpages also

30. Facebook Basic Posting
• Peer interaction 30/30/30%
• Influencers – and anyone heralded as clients
• Other people's Facebook groups (for first 2 weeks initially)
interacting on pages and driving traffic
• 5x5 per day system in groups
• 30 minutes per day x 3 times. adding value

31. Facebook Personal Page
• 3 times per day optimal
• 3 people within first 3 minutes interacting
• STOP sharing content from Fanpage
• Like every comment, comment at least every other
• Announce your FB lives, ask questions and mix up the content type.
Test times in your own profiles of friends and followers

32. Facebook Groups
• Images do best
• Offer amazing value, don’t worry about best content
• Make it a sacred space/ Friday offers
• Consistency
• Churn people/5 person avatar
• Algorithms of outside content
• What’s intention? Paid group coaching
• Daily themes/contests
• Adding people VS organic/posts

33. Facebook Lives
• Biggest audience grabbed
• Don’t sell, let people buy into you – sell separately
• Make it a sacred space
• Consistency
• Give your best stuff – don’t hold back
• Treat it like a stage appearance.. No walking around bad camera
angle stuff
• People think you’re a celebrity
• Camera contest, getting over it

34. Online and Offline Branding General – Be
easy to find!
Make profile public
STOP sharing from Fanpage to personal
WHY putting things on Fanpage first
If you share content give your take on it
Syndicate as a group to boost each others posts

35. Facebook Critique
Profiles not actual content of what they do
Profile pics of them having fun, not of being a PT
Remove the bits that don’t matter - where went to school etc…
No branding overall

36. Emailing
Daily personal
3-4 emails adding value in sequence on auto soon after opting in
1 action each time – train them

37. Product Launching
STEP 1: Get affiliates on board 2-3 months in advance – suck their
dick and appeal to their ego
STEP 2: Pre launch – seed on social media and list and get them
feeling involved, ask them what they want
STEP 3: Is there evidence of similar product already in space
STEP 4: timeline, budget, funnels, pages tested, EPC, affiliate
commissions, aim of launch

38. Product Launching
STEP 5: Affiliate resources, emails and landing page showcasing what
they’ll get
STEP 6: Carts all sorted, payment gateways, paypal for example can
get funny
STEP 7: Post launch, what worked and what didn’t

39. Product continued… Membership Sites
Where hosting? Clickbank, WSO, Jvzoo (both latter do instant
payments)
IFS can host everything, but pricey, also Affiliate royal, Memberpress
Carts: SamCart, Thrive cart,
Membership portal: Wishlist member, SmartMember,

40. Events and Upsells
Free vs Paid
Event advantages
Upsell protocol online and offline
Webinars pros and cons

41. Questions??

42. Putting It All Together – show your human
side, appeal to their wants and feelings
1. Once per day post onto Instagram (inc Twitter and Facebook)
1-2 times more on Facebook throughout day. Mix up text only,
images, video and FB Lives. Quieter on weekends, offers on a
Friday.
Own Group – 5 times per week.
2. Like and comment on every interaction possible.
3. FB Live 1-2 times per week
4. Interact with current customers, potential and competitors
customers.
5. 1.5 hours per day in total 3x30 mins best spread throughout day

43. Extra traffic driving
1. Other people’s groups 3-5 daily engagement, and in some
instances Fanpages
2. Influencers/potential JV’s interact
3. Weekly check Twitter and what’s being asked for
4. Instagram stories and Lives if your main focus