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The Sales Podcast

Aug 16, 2013

Author Jay Baer—Social Media Marketing Expert—Tells Us How To Grow Online Today. Marketing Unicorns Are Everywhere. Learn What To Focus On In Your Marketing In This Interview on Episode 15 of The Sales Podcast with Wes Schaeffer, The Sales Whisperer®.

Rubber-Meets-The-Road Tips

Be patient. Have more realistic expectations about the time it will take for you to be successful with social media.

Talk about others and let those others talk about you online.

Marketing “unicorns” are really just another horse, whether it’s SEO, banner ads, or social media.

Many companies mistakenly think they will create customers from scratch on social media and they’re not! It’s not a great customer acquisition tool. It’s more of a loyalty and retention play. You never go to Facebook and like some company you never heard of.

74% of people that like Facebook pages are current or former clients.

Social is turning your existing customers into volunteer marketers.

Social is a lot more like email than other technologies. It’s a way to keep your company top-of-mind with those that have given you permission to do so.

Social media is more of a “customer-keeping engine.”

It’s a unique time where organic and paid searches appear together.

PPC on Facebook is not social media. It’s advertising running on a social network.

If you’re not great at email, you have no business doing social. If you can’t send out one great thing a week or build a nurturing sequence inside Infusionsoft, why would you want to tackle something that happens in real time?

People think social is magic, exciting and new.

Email is Madonna. Facebook is Lady Gaga. It’s the same thing with a fresh coat of paint.

Social isn’t inexpensive. It’s just different intensive. It’s very time-intensive. Jay is not a huge proponent of outsourcing social for smaller businesses. It’s your voice.

Outsourcing your social isn’t the same as outsourcing your accounting.

Jay is a big fan of outsourcing your social consulting to understand what to use and leverage to grow.

Not a fan of aggregators. Craft distinct messages for LinkedIn, Pinterest, etc. even if the message is about the same content.

First, have a good product.

Social media isn’t going to patch up your wounds.

If your company sucks, Twitter is the least of your worries. Companies that are great at social media are usually great companies.

Is Facebook dead? Teenagers are moving to Instagram, Twitter, SnapChat…but Facebook is not dead but it’s gotta be a concern that the younger audience is moving somewhere else. I don’t want to use the social network my dad is on. Facebook is not as fast or as immediate or visceral as Instagram and Twitter. But remember, Facebook owns Instagram so they’ll get you coming and going.

All of Jay’s 5-6 blogs are on WordPress.

100% of the time, the very, very first thing I tell people to do in social media is to write a blog.

Answer every customer’s question to help you start writing. (Jay discusses this in his new book, Youtility.) [affiliate link]

That should be 100 blog posts easily. Build your ultimate FAQ about your business.

The key is to be honest and proactive about your shortcomings in your FAQ. The more you can proactively tell people when you’re not the right solution, the more trust they’ll have in you.

You attract to the same degree as you repel.

Marketing so useful that people would pay you for it. Give away most of what you know to create customers over the long haul.

The best time to plant a tree is 20 years ago. The second best time is today. The same is true for online marketing.

There seems to be an insatiable thirst for video. People don’t want to read. They want things faster.

There is no reason to not have video. Anybody can do it with an iPhone.

Companies of all sizes need to find a way to tell their story via video. Blog posts and pizza: even bad posts and pizza are okay but that’s not the case with video. Make sure you do it right.

Get started. Set your camera on a tripod and do a 1-minute video for each of the 100 blog posts.

Use Screenflow or Camtasia to do video.

Even financial services companies or banks or other companies with tough government regulations can do some interesting things with social once they understand what the rules are so there are no exceptions. Saying we’re not going to do social because we’re different is like saying we won’t have a telephone because we’re different.

Be a resource to your fans/followers/ subscribers. (

Be everywhere.

The goal isn’t to be good at social media. The goal is to be good at business because of social media and those aren’t necessarily the same things. Don’t care so much about how many people like you because you can’t eat those.

Show some love for this episode. Give me a shout out on Twitter.

Grow your sales with this book.

Thank you for checking out this session of The Sales Podcast with host, Wes Schaeffer, The Sales Whisperer®. Please leave a quick rating and review of the podcast on iTunes by clicking on the link below! It would be extremely helpful for the show!

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Check out episodes 11 to 20 of The Sales Podcast here.