I’m going to take you on a step-by-step process of how to start, scale and dominate on social media. This is going to be quite a deep dive. I’m going to assume that you’re starting from relative basics. Then I’m going to take you up through some more advance strategies.
Currently, my social media following is growing about 600 a day. That’s all organic with no pay-per-click ads. It’s purely, because of a few things that I’ve been doing consistently on social media, which I think will really help you too.
Before I start taking you through the steps. I think the first thing, is, for you to really understand why you would want to leverage social media. Kids now don’t really use email. They use social media to communicate. They use WhatsApp, instant messaging, social media – they don’t really use email.
Anyone who had a business 10 or 15 years ago knew that you really need to build an email database, and get people subscribing to your emails that you put out there. That’s how you generate business, through email marketing. Then of course, content marketing came along. And now, there’s social media marketing.
Social media is just a mechanism of communication that everyone is using. Like for me, social media is become something I enjoy to do. But it wasn’t something I desired to do. I did it, because it gives me the reach and the connection to my followers, fans, customers and clients, leads, contacts, joint-venture partners, podcast guests, business partners, VC funders. Literally, it’s a frictionless way for you to connect with virtually, everyone in the world. Who really isn’t on social media now?
So, I think, if you follow this system, I’m about to share with you, I think then you’ll really be able to grow your business, grow your following, if you want to put a personal brand, if you just want to generate leads and create a good funnel or vertical for your business, whatever it is that you want to do.
Setting up a social media account
So, Step 0, is, to actually have all the platforms set up and populated. The main ones are probably Instagram, Twitter, YouTube, Facebook Profile, Facebook Page, Facebook Group, a podcast, LinkedIn, Snapchat maybe, and Pinterest maybe. Of course it depends on your business model. If you’ve got a very visual business model, if you are a cake decorator, a personal trainer, that kind of thing, then obviously Snapchat and Instagram and Pinterest are going to be great. Facebook now apparently is an older demographic, whereas Instagram is a younger one. Whereas 10 years ago, Facebook would be a younger demographic, and email would be an older demographic.
But Step 0, is, you want all the platforms set up. Let’s assume that you’ve got all of them set up. An easy way to do this, before I move on, is, to get an outsourcer, or a virtual assistant, or someone to go on all the platforms, and basically take one of your platforms that you’ve set up, and then copy and paste some of the pictures, your address, your details, your history of employment and all the areas that you would fill in. Kind of copy what you’ve done on some platforms onto other platforms.
Whenever there is a new social media platform that is launched, I have a guy, I call him, my legend. He’s been working with me for 12 years. You could call him, an outsourcer. He goes and set up all the accounts for me, populates it, puts some updated photos, links to all my other profiles, where you can put it, bio, all of that kind of stuff. He gives me the login details and the password, and he sends it through. He does all the authentication and everything that you need to do. He does all that.
Because for you as a social media content marketer, influencer, or whatever you want to call yourself, you should be focussing on the content. You should be focussing on reaching your audience, and connecting, and giving them really good value. And all of the other stuff should be outsourced, in my opinion.
Now, if you have to do that yourself to start with, because you can’t even afford 50 quid a month to have a little outsourcer to do a few hours a week. Fine, start yourself.
Some of you are asking me, why am I in bed? Because do you really? Yeah, I’ll tell you. So, I’ve been doing a 7-week body transformation challenge. I actually do a full-on podcast on that, because it’s been quite amazing, quite frankly. I’ve got one week left, because I’m basically not eating anything and training loads. I’m really tired. I’ll be going to bed early. It’s a bit cold. And it’s cosy in here. So, there you go. That’s why. It’s not just a pattern interrupt for the backdrop, because there’s better things to look at than my face.
So, once they’re all set up, then they need to be populated. Because, if you went into a shop, and there was no stock, people are not buying anything from the shop. So, then like, if you go on LinkedIn, for example, you want to put your career history. You want to put some YouTube videos you’ve done, some Awards you’ve won. Some training and certification, and everything that you’ve done. And you want to build that up. You want to do that for your other platforms, where that’s relevant like, maybe, put a decent amount of photos into your Facebook so that when people land on your Pages, they actually connect with you rather than think ah, this is just a fake profile. You want to get them relatively populated.
Now, if you get an outsourcer to collate all of these things into a Word document, you never have to do it each time you launch a new profile, because you’ve got this Word document with name, email address, business links, you know, business websites, or bio, photos, history, CV, accreditations, everything. You just want to leverage your time.
So, that’s Step 0 then, populate it. Set up profiles.
Then Step 1, is, you want to start increasing the amount of content. Now, I’ll talk about content marketing in a moment. But whatever you’re doing, you want to start increasing. Now, I’ve always thought that quality is better than quantity. I would rather do one good piece of content a week than 3 or 4 average pieces of content as I might deem it. But actually, the algorithms are telling me the opposite. And you are rewarded for quantity as well as quality.
Now, it does depend on the platform. It does depend how many followers you have. But this is my third piece of content of the day. And my live reach is still pretty good. It’s not as high as maybe, I was doing at 8:30 pm. But this time of the day that I’m doing, is, one of the worst times of the day. But the amount of the people I’ve got on is pretty good. And this is third piece of content on Facebook Live since 1:30 pm today.
So, if I had half the reach, but I did 3 times as many videos I’m getting nearly twice the reach in total. Of course, the more reach you get, the more likes, the more shares, the more comments, and the more follows. So, you want to get into the habit of increasing your content. Now, I studied this a lot. I do a lot of courses. I have mentors. I listened to a lot of podcasts, read lots of audiobooks and physical books. I do a lot of learning on this. I could have just said I do a lot of learning. But the point, is, you get your information from lots of different sources.
The people who’ve got millions of followers are saying you want to be doing sometimes, 3 a day, 5 a day. Some of them do 9 pieces of content a day. One influencer who went from 15,000 to 80,000 followers on Instagram, he reckons in 8 weeks. He says, he went to doing 9 Instagram posts a day. A lot of people do a lot of Twitter posts. 9 lives on Facebook would probably too much. Your reach would get reduced to a certain degree. But everyone watching, I’m pretty sure, unless you’re doing 9 pieces of content per day per platform. You can start to increase the volume of your content.
The best way to do that, is, through repurposing. So, what you would do. I’m doing this. It’s a Facebook Live. But I’m also recording the audio on my Zoom H1. So, this will be a podcast on the audio, which will go on Stitcher, iTunes, Spotify, and then it will be syndicated out to all the other platforms. So, in a sense, that’s going to be at least 5 or 6 different audio platforms. The live video will be on my Page, which can then be copied into my group, The Disruptive Entrepreneur. If I want it in my group, the book, podcast and audio club, I’ll probably put it in the 4N Community, the Venom Nation Community, the Business Community. I may put it in my Progressive Property Community.
Then my outsourcer, general legend will take this and put it on LinkedIn. He’ll take this and put it on YouTube. He’ll take various one-minute excerpts, let’s say, he gets 4 out of this, and he’ll put that on Instagram. Then he will drip feed all of that repurposed content over the next 2 weeks. We have turned one piece of content on a Facebook Live into what was that, about 15 pieces of content.
So, there’s this allusion that you’re prolific with the content. When in reality, you are efficient and effective. And you’re good at repurposing your content. Now, also, I have now pushing 80 people in 2 Groups on a 4X Marketing Mastermind. I’m also recording this for them, because of nearly all the marketing plans I’ve written for those people that I’m mentoring and in the Mastermind strategies for leveraging social media, I’d say 9 out of 10 of them want to learn that. So, I’m also doing this content for them on audio. Then I’ll produce it for them. So, I’m effectively doing minimum 15 pieces of content per piece of content.
Any outsourcer you can source on Upwork, or just someone who’s an assistant of yours. For like, literally, pounds can take one piece of content, and log in to your Facebook account. Extract it out of the live, and then work out how to put it on YouTube, and LinkedIn, and Instagram. It’s really easy.
Now, I don’t get myself in the tech. Because, if you’re involved in any of the tech or the operations of it, one- it scares me a bit, because I’m non-techie, and two- it gets in the way of me being creative, and putting all the content out there, which is my job. That’s my job. That’s what you follow me for. You don’t follow me to work out how to publish a podcast, and work out how to take a live video, and make it a YouTube video and a LinkedIn video.
You can have one piece of content, that becomes about 5 or 6 or 8 for Facebook, 3 or 5 for Instagram, probably 2 for LinkedIn, one maybe, 2 for YouTube. If you did that twice a week, then you have got at least one piece of content per day, per platform. You will find, if your results are anything like mine, and all the people that have got millions of followers, your reach, your shares, your trickled down followers will dramatically grow. It will start to compound in a significant way. I don’t know, if I’ve mentioned I’m getting 600 organic followers per day on my social media platforms with no ads spent at all. I think I did mention that.
Now, I was getting just like, 4 weeks ago, maybe 6 weeks ago, I was getting 100. But my legend has been saying to me, “Rob, you need to post more.” We need to get to one a day on Instagram. Now, we’re doing 3 a day on Instagram. I’m doing 2 a day on Facebook. I’m doing 2 a day on my Disruptive Entrepreneur Community. I’m doing 2 podcasts a week, maybe 2 podcasts a week. The reach, the comments, the trickled down follows. I get 200 private messages a day across all my platforms. It’s madness. That’s not including my emails, where I get hundreds.
Okay. So, it’s not as overwhelming as you think, when you’re smart and leverage all of your content. Richard has just said here, first class leveraging skills. Exactly. So, you give the perception that you’re prolific, when in fact, you’re efficient and productive.
So, the next thing you want to do to plan this content marketing, is, to compartmentalise maybe, 30 to 45 minutes, 2 to 3 times a week in your diary. Now, for me, I like to plan the content nice and early like, 6:00 am. Then I’ll do the content at 8:30 am. It’ll usually between 5 minutes minimum and 30 minutes maximum. I do that religiously. I started at once a week, then 3 times a week, and now, it’s probably 6 times a week. I’m only doing that extra, because I see I get the dramatic benefit. And I actually enjoy it now.
Then randomly, when I get ideas, or I get time like I’ve got time at the moment, because I’ve just done some one-to-one calls. I’ve actually I feel like, I’ve got quite a lot of energy. And I want to do this piece of content for my Marketing Masterminders. So, I thought I’ll just do this now, and get this done at this random time. So, that’s an extra one.
Also, when you’re doing your day, if, for example, I’ll just like, do mentoring calls. I’ll have strategy meetings. I’ll do sort of creativity in business planning. I did an Elite Trainer Masterclass training session this morning. I might have a phone call with my publisher. You know, all the things that you do in your day. I was interviewed for a Procurement Podcast, and we were talking about procurement and costs saving. I picked out at least 5 things that I was doing today, which could be a podcast, or a live feed video, or content that I think you, my listeners and followers, might be interested in.
So, planning 3 times a week, to think about, okay, what would be good content. Then picking out what you do in the day and going, ah, that will be good content. And just sticking it in the Evernote folder. I’ve got about 40 things in an Evernote folder, which need to be podcasts and live feeds. They’re just building up, and up, and up. And all of a sudden, you’ve got more ideas than you can actually do. You could do 2 pieces of content a day, and still have a bank of ideas, which they’re just reduces the friction, and makes it easier for you to be a content marketer.
The next thing that you do, is, you start putting the work out there, and not worrying about it being too perfect, or too edited, or too professional to start with. Then you iterate as you go. So, when you get feedback from people, ah, Rob, these new backdrops in the bed, and then the bath there quite interesting. You might do different backdrops. When people say, ah, the audio wasn’t so good on that live, Rob. It’s a bit far away, you get it closer. When people say, ah, I really like that content, or there are loads of comments or shares, you might repurpose that more, or do a professional version of it for YouTube. When you don’t get as many comments, and not as much of a reaction or a view, you think, I’m not going to do as much of that.
You engage in all the comments. You basically keep the discussions going. And you get this intuition of what people like and don’t like. You watch what the critics say. You get their feedback. Then this build is really good sensing you like, intuition and experience of what makes really good content. Then you feed that back to your followers. So, you don’t even really have to create the content yourself.
The next thing that you can do, is, go into these social media groups, and say, hey, what are the main things you would love to learn as an entrepreneur? What are your main problems as an entrepreneur? What are your top problems of getting your business out there? What would you most like to learn, if you’re developing your personal brand? You go and ask the community members. They feedback the content that they would like. And as long as you’ve got credibility, i.e., you feel that you can answer it, and you’ve got experience, then you go and share that content. That’s called crowdsourcing. That’s a really easy way to create content pretty much out of thin air, where you don’t have to painstakingly do it for hours at a time.
I get a lot of people send me suggestions. I often, convert that into content. I only ever do content on things I know, I do, and I’ve got experience, and I do all day every day, which therefore, means it’s easier to deliver.
This is the next point. People say, ah, well, who do you plan it? Do you have loads of notes? Do you script it? Well, as you can see I have no notes and no script. I’m just lying in my bed doing this. Because I do this stuff all day every day. I just know there’s a demand for it, because I get told so many times. 9 out of 10 business plans I’m reading have these questions in fear of putting myself out there, not leveraging social media enough, et cetera.
Now, let’s say, I was doing a deeper research project. Let’s say, I wanted to find out the 10 common misconceptions or mistakes in building a business, or 10 people’s biggest fears starting a business. I will go and do a bit of research online. I’d get my general legend, my outsourcer to go onto YouTube and check the highest keywords, do a bit of trending research on Google, and Twitter and all these other places. I might read some good blogs. I might go through back some of my content. Then I would do some planning. I would bullet each of these points.
So, let’s say, I’ve been collating and researching the top 10 mindset traits of being an entrepreneur. I might have a bigger vision. I might have the ability to take rejection. I might have the desire and the persistence of solving problems. I might have controlling and managing your emotions. So, what I would do, is, I’d write a list of those. I might write the line of each one, 1 to 10. Then under it, I might write a subline of what that content is. I’d write that. Then I’d place it right behind the camera.
Imagine I just position the camera. I’ll get it a bit closer. Sorry, I’m getting really close to my wrinkles here. I might place it just to the side there. I could literally just peer Point 1. Peer Point 2. Peer Point 3. Actually, if I’m wiser with my position, I might be able to peer it there. Peer Point 1. Peer Point 2. Peer Point 3. You can hardly see my eyes moving, and I’m exaggerating it.
I’ve got this planned, researched and bulleted content, therefore, reference without me, uh, I’m reading from uh, the paper that’s in front of the video. Well, ooh oh, hi. Well, I’m sort of talking about being an entrepreneur, because you don’t want to be in that position, when you’re bumbling and fumbling live in front of an audience.
If it’s deeper content, that’s what I’ll do. If it’s content I know I can free will and ad-lip, I just know it intuitively like this, then I’ll just do it off the cuff. But I’ve got to feel that I know what I’m talking about, and I’m living and breathing it, which I’m going to assume you do when you deliver your content to your audience.
Okay. So, Step 0 or 1, is, setting up all the platforms, and then collating and populating them with a decent amount of content, and all the links, and the bios, and the sections filled in so it looks populated. So, when people land on it, they want to follow you, and they won’t bounce.
Then Step 2, is, creating the content, which I’ve covered in various ways. I’ve got 16 different ways of creating content that works, that gets comments, shares, likes, maybe, goes relatively viral, compared to your other posts, for example, maybe, not compared to dog and cat videos that get 10 million views. I’ve done a podcast on that. You can find previous episodes. Then repurposing and putting your one piece of content into 10 or 15. We’ve covered that. Planning it so you can put yourself out there.
Then the next thing, is, overcoming your fears and phobias of putting yourself out there. I’ve done videos in the bath, and videos in the bed, and all sorts about that. You can go and watch my other content for that. So, I’ll just give you a summary now.
No. 1. YouTube don’t know what’s the best content is until you put it out there, and people give you feedback. To get to your best content, you’ve got to put content out there, and get their feedback.
No. 2. Step 2, is, for every one critic, you’ll have 100 or 50 fans and people who love your work. So, do NOT diminish yourself and your content, and hide away to hide for the one critic, when there are 50 or 100 in relation to them that want your work, that love your work, that will share your work.
No. 3. Social media is free. People will share your content for free. There is virtually no friction in getting out to the masses. So, what’s stopping you?! You know, just do it, because that’s where all your leverage in your business and your increased volume of clients, leads, followers are.
No. 4. The next thing, is, what’s the worst that’s going to happen? Well, let’s say, I’m doing this live like, I am. And I think, I’ll get to this point now, and I think, well, I’ve just waffled and talked a load of shit, which probably a couple of my critics would think. I’d go, finish. Delete. Brr… pfft. And all of you that are on the live would remember for about a week. Then you’ve forgotten. Then pfft.., men in black, no one’s remembered. The podcast I can just go, end. And I’ll never publish it.
So, it doesn’t even matter. No one’s remembering me for the podcast that are never published, or the live video I never shared after I did the live. So, every post is a test. Every piece of content can be deleted. It can also be edited. So, you could take a version of this, edit it down to get rid of the ums and the uhs, and the fumbles, and everything else to make it more hard hitting and less waffly and ramblerly. Yeah, what’s the worst can happen? You’re not going to die, hopefully. You’re not going to get like, ousted from society. So, I think sometimes, people’s fears and phobias are a little bit outdated. Just imagine all the great things you could do for putting your brand and your content out there.
Next then are some more you might call, advance strategies. So, one is increasing your content. Covered. Two, is, repurposing your content across all media. Covered.
Three, is, variety of content. So, you might do a live feed, which is like in a professional studio. Then you might do one, which is like this, which is just a weird, and up close, and personal, and in bed. You might do a picture, if you’re in property of a new property you’ve bought. You might do a walk around tour of that property. You might do a visual quote, where you’ve got an image, and then a memorable quote, (if you don’t risk anything, you risk everything). You might do a case study. You might cause a debate by going, meditation, is it just hocus pocus, or does it actually clear your mind, and help you be more productive? You might start to create debates. Veganism, is this a great movement that’s going to sustain our planet, or are we really supposed to be carnivores, and this is just a load of hippies who are a bit sensitive? You start creating debates. You don’t worry about getting a bit controversial or polarising. You start commenting on some stuff that’s happening in the media through newsjacking and engagement jacking.
Like, jitter something that happened really big in the news in the moment, was, Liam Neeson. He did a major interview and talked about some time, where he felt strong racism inside of him, and talked about how he felt, and what he wanted to do, but he never did it, because of a bad experience he had in his life. The point he was trying to make wasn’t that he is racist, it was just that one thing happened that created this feeling of a stereotype inside of him. And that’s all been twisted in the media. There’s been a lot of media being twisting him to be a racist. Then other people like, John Barnes had been commenting saying, no, wait a minute. He’s not a racist. He’s just talking about that event. That’s created a lot of buzz.
If you comment on things like that as long as you’ve got credibility, as long as you feel like you know what you’re talking about. I did it when Tyson Fury won fight. You could have done it when Serena Williams that time when she got docked a point, and ultimately, lost a tournament, and then had a real tirade at the umpire, and accused him of being sexist. That went quite viral.
Any time anything goes really viral, and you comment on it, you leverage that energy. It’s called newsjacking. When you start doing that, you’ll get… I did one post, just literally taking a photo of Bill Gates and just talking about him queueing up for like, a burger or sandwich. How very real and grounded he is. It got 800,000 views in 2 days, and 1,200 comments, and goodness knows what.
I’m starting to share content that’s already viral to leverage that energy. What that does, is that, it gets you a few extra hundred followers. Then they filtered themselves down, and find your more niche content about your brand and your message. So, variety of content gets you more advanced.
The next thing then, is, to use your platforms to leverage and grow your other platforms. So, you’re watching me on the Facebook Live here. I would say, hey, look, if you want 3 episodes a week of really good deep dive entrepreneurial content. By the way, through the next couple of months, I’m going to be giving away money every single month like, hundreds of pounds every single month, then follow me on my podcast, The Disruptive Entrepreneur. So, I can invite you from my live to go and listen to the podcast. So, I get more podcast listeners that way from my live, from Facebook. Because I’ve got 134, 000 followers I think on Facebook.
Conversely, on my podcast as you’re listening, because I’m also recording this as podcast. I might say to my podcast, hey, if you go and follow me on Facebook, watch my Facebook Live, is where I do stuff that’s a bit more upfront and personal, where I take your comments and questions, where you can engage with me, and every week, I’m going to be giving away various prizes, and gifts of cash, and access to some of my events. I’m going to do live, “Ask Me Anything”, where you can ask me any question that you want on my Page. Follow me there on my Page. Just search Rob Moore on Facebook, you’ll find me there.
So, if I use LinkedIn to grow Facebook, Facebook to grow LinkedIn, podcast to grow email database, email database to grow Instagram, Instagram to grow Twitter, and I sort of every few weeks or months, change those around, I will have my existing platforms that will grow my existing platforms. Now, the increased content, the increased variety, the newsjacking, and the increased leverage and the increased repurposing, and the increased cross promotion of all your platforms across all your platforms, that is what compounds, and that’s what gets you. When you start and you’ve got 50 likes, and you get one comment. Then the next time, you do it, you get 52 likes. You’re like, oh man, you know, it’s like planting a seed, and it’s like, this is a bit slow. Where is my freaking tree? Well, you know, you don’t get tree right away. you’ll get a lot of roots that go down.
But when you’ve been doing this long enough, then you start to get this compounding momentum, which is what I’m experiencing. That’s just going to grow. Then when you get your first big influencer that shares out, you’ll get massive reach. Kevin Clifton is a big influencer. He’s a good friend of mine shared one of my post, got I think, 800 followers just from that post. He was just, I didn’t ask him to, he’s just kind enough to share that. Then you get these massive hits. The you get loads of private messages. Then you get loads of new leads, and new followers, and new business.
Now, the next thing about social media, podcast, YouTube, et cetera, and all these platforms that are all like, this lovely newer network that’s compounding for you. If you think about the old style marketing, it’s a bit like stick an ad in your face, or speech on the phone, cold calling trying to sell you, or pump you with emails in autoresponders to try and get you to buy stuff. That’s not really personal. That’s no real connection.
Whereas, now, let’s say, this live video that you’ve just watched. It’s the first time you’ve ever found me. Well, you can go on to Amazon and search Rob Moore, and you’ll find my books, Money, Start Now Get Perfect Later or Life Leverage. You’ll find that on Audible as well. You’ll find I have my own channel on Audible, which is very rare. You can go on to Facebook and find my Page and all my Groups. You can go on podcasts, and you can find my Money Podcast and my Disruptive Entrepreneur Podcast. You can see the 350 episodes of that. You can go onto YouTube and find my channel. You can go on Google, and you can find all websites, and assets, and all my companies. You can consume one hour, 10 hours, 100 hours. You could even consume 1,000 hours of my content in the comfort of your own home, or in the gym, or in the car, or on your terms without me pitching to you.
I have listeners in 194 countries that listen to my podcast. I have not met millions of people who’ve followed me all around the world. But they know who I am, because of this, really all it is, the marketers called it, content marketing. I don’t even see it as marketing. I’m putting content out there that I think, it’s good value, based on what you’ve told me that I enjoyed talking about. It meets my own needs.
I might have a need to fill my time. I might have a need to feel useful, or even important, or recognised. You know, I might have a need to feel like, I’m contributing. I might have a need to build some steps in my sales process to make the sale have less friction, and be more elegant, and natural. Yeah, I might have a need to want to be a commentator, or an influencer, or to share the work. I might have a need of a bit of therapy, if I have had some difficulty days or some big problems, and I have to keep my gob shut in front of staff, and suppliers, and customers, and people when I want actually to just go, weh…. brrr… pfft. And I get to share that on the podcast or on the live videos. So, it’s a bit of cathartic therapy for me as well. So, you get a load of needs met yourself, doing all this content marketing on social media. It will dramatically grow your business, if you follow this formula.
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