Social Media Marketing-Engaging Your Audience

Learn the basics on how to market socially, gain followers and generate sales using engagement techniques.

Social Media Engagement 101

Engaging Your Audience

Introduction To Engagement Marketing

To be successful with social media marketing you must master the art of engaging an audience. Each social media platform you use will have distinct ways you can engage with your audience. Therefore, we provide separate training courses on the different platforms to maximize your success. This training course is not specific to any one social media platform, instead it's goal is to provide you with a strong engagement marketing foundation. Make sure to master what you learn here before you make changes and do things your way. It is natural to want to personalize things and do it your way, but if you find that you're not seeing results. It would be wise to assume that you need to come back to this course and make sure you are applying the marketing principles taught in this lesson.

Four Steps To Engage

The 4 Steps To Engage Your Audience

To engage your audience properly you must do four things, and you must do them in order. Each step in this order prepares your audience to be influenced to take whatever action you what.   

The 4 Steps

1) Entertain: This is the reason a person has chosen to follow you and your page. They expect to be entertained when they visit your profile and view its content. 

2) Inspire: Yes, your audience expects to be inspired in some way by following your page. An inspired follower is more likely to visit your page often, interact with it and click on your affiliate link. 

3) Teach: You want your followers to see you as an industry expert, who knows about makeup and beauty. Those who take the time to offer valuable information to their audience generate more sales. Example if you do a tutorial video showing your followers how to apply Star Crystals. You will be more likely to generate traffic to the site and get a sale. 

4) Influence: Once you have properly set up, your audience with the three soft sale approaches above you will be ready to influence them to purchase. This is where you would hard sell and push your followers to take action and go to the website to shop. 

Getting Your Mindset Straight 

It's very important before we move further into how to engage your audience to make money. That you are in the proper mindset and understand what to expect when you begin marketing with Goddess Cosmetics. 

General Ecommerce Website Stats: 

  • 81% of consumer's research products and services before they make a purchase. 
  • The average savvy shopper will visit a site nine times before making a purchase. 
  • 5% of visitors purchase the first time they visit a retail website. 
  • Most sales are made on the 4th-9th time a shopper visits the site. 
  • 70% of all shopping carts are abandoned on the first attempt. 

Goddess Cosmetics Website Stats: 

  • 90% of our customers spend $55 dollars per order 
  • Average Purchase Percentage Per Customer Visit 
  • 1st Visit: 5% 
  • 2nd Visit: 11% 
  • 3rd Visit: 45% 
  • 4th Visit: 53% 
  • 5th to 9th Visit: 87% 

To sum up the information given above into simpler terms that applies to your marketing efforts and expectations. You must send traffic (aka visitors, potential customers) to the website on your affiliate link to make sales. These visitors will need to come to the site between 4-9 different times before they make a purchase. Between 5-45% will purchase on the 1-3rd visit with the 5th visit being the sweet spot, the higher the cost for the order, the more visits it will take before they purchase. When your visitor does make a purchase, it will generally be for $55.00 or more. 

Goddess Cosmetics have many marketing services and procedures in place to help the visitors you send to the site make a purchase. We will go over a few of these marketing techniques in detail in the Social Butterfly training module. We want you to focus on promoting to send traffic only. It is our job to close the traffic you send us, and we will do our best to turn them into buyers. We make sure to tweak our website, services, checkout and marketing to meet or beat industry statistics. Example 70% of all shoppers will abandon their carts on the first attempt. We send out email marketing campaigns to recover these carts. You are allowed to give your customers a 10% off coupon, we offer the customer 15% off to recover their cart. If the visitor has signed up for our browser notifications, we send three messages within a 24-hour period to recover the lost cart. These notifications are on top of the email marketing campaigns done to recover the cart. 

Here is the proper mindset you need to have in place to market and make money in this position. 

My number-one goal as a Social Butterfly (all new brand ambassadors start as Social Butterflies) is to market and send traffic to the Goddess Cosmetics website on my affiliate link.  

That's it ladies you need to send traffic, your goal is not to close them. However, the traffic you send must be targeted and groomed properly by you for us to turn them into customers. Remember your visitors will need to visit several times before they actually purchase. Marketing is a number's game, the more traffic you can generate daily from your posts, the more potential customers and sales you can generate on a monthly basis.

Note as a Social Butterfly you should spend an hour a day on marketing. Refer to the Social Butterfly course see how to break down your hour a day. If you have more time to devote to Goddess Cosmetics daily, then by all means do so.

How Will I Market & Grow My Business

1) Post 3 times a day M-F and once a day on Saturday and Sunday. 

2) Follow the four-step engagement plan detailed earlier in the course. 

3) Follow the posting calendar provided at the end of training. 

4) Use certain free services to help you post and create content. 

5) Build a bigger fan base regardless of how many you currently have. (The larger the follower base the more traffic you can send to the site.) We provide guildlines on how to build followers in the platform specific training courses. 

5 Step Rotation Template

Step 1: Posting Rotation 

For basic marketing purposes you will be taught a three post a day rotation M-F and once a day Saturday & Sunday, if this rotation is not optimal or possible on certain social media platforms. You will be advised in the training courses designed for each platform on what the optimal posting practices should be. For the best times to post on Instagram and Facebook, please refer to the training courses in back office for more information. If you are concerned about how you will be able to post three times a day. Do not worry there is a wonderful free service that will allow you to schedule posts, days and weeks in advance. This service is called Buffer, and it is discussed throughout the Instagram training course.  

 Step 2: Content Rotation 

You will be using our four-step engagement rotation to post content to your social media platforms. Remember this rotation must be done in order, as each post prepares your audience for the next.   

Post 1: Entertain 

To entertain your audience you will want to focus on posting images of yourself. This post is completely about you. Let your audience see you, tell them about your weekend, keep them updated on your makeup and beauty adventures. Do not sell at all, this means your affiliate link should not be included or referred to in anyway. The only link that is appropriate would be one that is giving attribution for the content being used. Although I suggest that the photo used in our entertaining post be one of you. You can also post images that are special to you, or that you find extremely beautiful. Entertaining images are not the same as ad copies. Therefore, do not write or alter the photo in any way that makes them look like an ad copy. Let the image and the words you write along with the post entertain your audience.   

Content & Images: 

  • Post picture of yourself (optimal but not required) 
  • Post picture of other's 
  • Post pictures of places or pretty sites and places' 
  • Post pictures of women wearing beautiful makeup 
  • Post pictures of healthy food and life choices (as this goes well with our botanical skin-care line 
  • Be funny, crack jokes, be real, be witty, speak up...be you! This is the post that let's your unique voice and style shine.  

Expectations: 

The goal is to get your followers to engage with your page and like your post. It generates traffic to the website passively by those who decide to click on your link, because they love your post and page. This post gets them to look over the site with no true motivation to purchase. Since the average savvy shopper will visit a site nine times before they purchase. This post will be the first visit for a lot of your followers. Please keep in mind though that your engagement will be higher than the traffic you send for all soft sale posts. A good rule of thumb is to assume that the traffic sent to the site from the post is about 40 to 50% less than the engagement likes.   

Post 2: Inspire 

To inspire your audience you will be engaging them in a way to get them to participate with your page in some way. You can tell them about specific products or colors you love with a call to action to do something. This is the post that focuses on you asking your audience questions. You also can use the post to let your followers know about giveaways and free products. 

Another tactic that can be used to inspire without asking a question is to post a beauty, slogan or inspiring quote of the day. You could ask your audience to share if they like the post, or you could bypass the call to action that is a part of this step.   

Content: 

  • Do you wear lipstick or lipgloss more in the winter months? 
  • What are your three must have makeup products? 
  • Hey, we are offering double reward points today, just for creating a free account! 
  • Win a free bottle of Age Reverse Eye Serum! Go here to enter www.affiliatelink.net 
  • OMG! Look at this lipstick...I need it in my life. What about you?   

Images: 

  • Turning your post into an ad copy works perfect for this type of post. 
  • You can make an ad copy using pictures of yourself, celebrities, models, etc. As long as you are using royalty-free images, licensed company images, or you offer the proper attribution to the original poster. 
  • You can use product pictures and add special effects to the ad copies you render.  

  

Expectations: 

This post is designed to be another soft selling post. Remember not to ask your audience to buy anything when you are soft selling. Do not discuss your 10% off coupon, simply ask them to participate. The post will still generate more likes than traffic to the site but is edging visitors closer to purchasing.   

Step 3: Teach 

To build an audience base that will be loyal to you and trust the content you post. You will need to provide value by teaching them about beauty and makeup. This is where having product knowledge regarding what we sell is important. We have over 180 different products we sell with thousands of color options between them all. Therefore, we do not expect that you will be a pro or know everything about our products nor do we expect you to purchase and try them all. Instead learn about products that interest you most and find out what makes our product different, unique or awesome. For instance, our Star Crystals, are high pigmented glitter that is milled into a very fine crystal powder. Combined with our Liquid Crystals they will stay in place all day long. Trust me most companies that sell glitter, do not sell adhesive to use the glitter with. The consumer is left to figure out how they are going to get the glitter to stay. Armed with this information you can now educate a consumer from you page regarding the pitfalls of purchasing glitter without adhesive. Then send them directly to our site to purchase Star Crystals with the adhesive.   

Content: 

  • Create testimonial videos 
  • Create tutorial videos 
  • Create product informational videos 
  • Create beauty and makeup informational videos 
  • Create ad copies focused on beauty tips 

 Images: 

  • Pictures of you wearing makeup 
  • Pictures of models or clients wearing makeup 
  • Ad copy images' 

 Expectations: 

This post's voice is that of a medium sale push; it is the content that you provide in post that sends the traffic. You should get lots of engagement and good traffic.   

Example: Posted content is about the proper way to prep your lashes to apply mascara. The advice is provided in a demonstration video. The post content asks the follower to click on the profile link to find out more. Search mascara.   

Post 4: Influence 

This is the hardcore selling post, everything you have been doing has been for this money post. Your goal is to send more traffic to the site than you get in engagements. This post requires a well-defined call to action, openly ask them to shop and buy from you.   

Content: 

  • Get $5 off our Liquid Matte Lipstick, order today and get an additional 10% off. Go here to shop! 
  • Get your party on and buy some glitter! Buy 2 get one free. Click link in my profile to buy. 
  • Signup to win free Goddess Cosmetics products and use my 10% off coupon to shop today. Use code FREE!  

Images: 

  • Use ad copies 
  • Compay marketing ad copies' 
  • Use product pictures 
  • Use pictures of yourself or others' 

  

Expectations: 

You will send more traffic to the site on your affiliate link than you get in engagements. A hard sale post generates less page engagement, because you asked your audience to click on your link. With the other three posts, your goal has been to increase engagement on your own page. Now you specifically are posting to send the traffic completely to our site under your affiliate link.   

Rinse and repeat this posting cycle to maximize results. 

Step 3: Content Curation 

To be able to post three times a day, you need content and lots of it. We have devoted an entire course on curating content. This time we will focus on the difference between providing your own content and rendering ad copy content. 

Ad Copy Content 

You should strive to strike a 50/50 balance between the two types of content. Some people will do much better with 75/25 ratio, with 75% going to non ad copy content. 

Non Ad Copy Content

Featuring You

Image came from a site that has royalty free pictures that require no attribution be made. 

Not Featuring You

Image came from a site that has royalty free pictures that require no attribution be made. 

Ad Copy Content

Rendering An Ad Copy 

1) The Canvas - It can be an image of a you, a royalty-free image or colored background, etc. 

2) Additional Images - This step is optional, it could include product images, logos or other types of images. 

3) The Text - Include whatever text content you plan to add to the ad copy. 

I use most of the sites and services below to render my ad copies. You are free to use other services that you may be familiar with. 

Canva - www.canva.com - Free service if you use the free template's 

Picsart - www.picsart.com 

Photoshop 

Featuring You-Soft Sale

Image came from a site that has royalty free pictures that require no attribution be made. 

Not Featuring You-Hard Sale

Licensed company picture.

Featuring A Quote With Image

Licensed company picture.

Featuring a Quote Without Image

Found image online no attribution required.

Attribution, and licenses explained.

When you do a Google Images search, the resulting photos are not necessarily ones that you're free to immediately use. In most cases, the photos are still covered by photographers' copyrights. 

If you're looking for photos to use as a design and want to keep yourself out of copyright trouble, you need to locate websites that explicitly define the copyright license of each image. For all the sites listed above, the license is generally pretty easy to find. There's typically a description of the license on every page or at least a link to a description. Here are two license types you're likely to find on these sites: 

Creative Commons zero means that you can use the photos in any way you'd like, without asking permission. 

Creative Commons with attribution means that you can use the photo in any way you want, as long as you credit the creator of the photo. 

Attribution is simple: If you include a photo on one of a web page, add text that cites the photographer ("Photo by John Smith") and be sure to include a link to his or her site, if there's one. 

Be sure to check each website's license page for specific details. 

Suggested site for royalty-free images: 

  • https://unsplash.com/ Attribution Required 
  • https://www.flickr.com/ No,for almost all images(most images require no attribution be given)
  • http://imcreator.com/free AttributionRequired 
  • http://www.gratisograuphy.com/ None whatsoever 

Step 4: Post 

Now that we know what and when to post, it's time to discuss how we will be posting. Of course, the traditional way would be to log into each social media profile and post. Because we are marketers, and we are not just posting to have fun but to make money. I personally use a service called Buffer to post all my social media content and have been doing so for years. It is a service that will allow you to post to Facebook, Facebook Fan Pages, Twitter, Linkedin & Google+ for free. That's right you do not have to pay them a penny to schedule future posts. However, if you want to post to Pinterest or Instagram, you must upgrade to the $10 a month plan to schedule posts on those platforms. 

Buffer: www.buffer.com 

Step 5: Rinse & Repeat The Marketing Cycle

Posting Scenario

Training

We have found through our previous training and live courses on social media marketing. That it's best to train the subject in a scenario fashion that is built upon during the course. 

Training Scenario: 

A) We post on two social media platforms Instagram & Facebook 

B) We will post three times a day M-F and once on Saturday and Sunday as taught in training 

C) On Instagram, we will post M-F at 8 am, 1 pm and 7 pm on Saturday and Sunday at 1 pm. On Facebook, we will post M-F at 11am, 1 pm and 3 pm, on Satuday and Sunday at 3 pm. 

D) Goddess Cosmetics has a sale on Star Crystals this week at $3 off 

Below you will find the posting planner template. 

Step 1: Posting Rotation 

Instagram: 

Monday: 8 am, 1 pm, 7 pm (entertain,inspire,teach) 

Tuesday: 8 am, 1 pm, 7 pm (influence,entertain,inspire) 

Wednesday: 8 am, 1 pm, 7 pm (teach, influence, entertain) 

Thursday: 8 am, 1pm, 7pm (inspire, teach, influence) 

Friday: 8 am, 1 pm, 7 pm (entertain, inspire, teach) 

Saturday: 1 pm (influence) 

Sunday: 1pm (entertain)   

Facebook: 

Monday: 11am, 1 pm, 3 pm (entertain,inspire,teach) 

Tuesday: 11 am, 1 pm, 3 pm (influence,entertain,inspire) 

Wednesday: 11am, 1 pm, 3 pm (teach, influence, entertain) 

Thursday: 11 am, 1 pm, 3 pm (inspire, teach, influence) 

Friday: 11 am, 1pm, 3 pm (entertain,inspire,teach) 

Saturday: 3 pm (influence) 

Sunday: 3 pm (entertain) 

Step 2: Content Rotation (see above) 

Post 1: Entertain (I will use image of me)

Post 2: Inspire (I will use an ad copy, plus a quote and ask a question)

Post 3: Teach (I will use an image of me wearing glitter, a client or curated image. No ad copy)

Post 4: Influence (I will use company provided hard sale ad copy for Star Crystals)

Step 3: Content Curation 

Post 1: "This weekend I went out on the town with hubby! Loving my sparkle dress."

Post 2: "Which Star Crystals color is your favorite? Mine is Amethyst."

Post 3: "To make glitter stay put all day, you must apply the glitter on top of a good adhesive. To learn more go to www.affiliatelink.com. Search Liquid Crystals"

Post 4: "Ladies we have a sale going on this week on our Star Crystals product. Go here to order and take 10% off on me! Use dreamgoddess at checkout. wwww. affiliatelink.com"

Post 1: Entertain

"This weekend I went out on the town with hubby! Loving my sparkle dress."

Image came from a site that has royalty free pictures that require no attribution be made. 

Posted Monday on Instagram at 8 am

Posted Monday on Facebook at 11 am

Post 2: Inspire

"Which Star Crystals color is your favorite? Mine is Amethyst."

Image was curated from the internet, no attribution required. I added the pink hearts, product images and product name text. 

Posted Monday on Instagram at 1 pm

Posted Monday on Facebook at 1 pm

Post 3: Teach

"To make glitter stay put all day, you must apply the glitter on top of a good adhesive. To learn more go to www.affiliatelink.com. Search Liquid Crystals"

Image came from a site that has royalty free pictures that require no attribution be made. 

Posted Monday on Instagram at 7pm

Posted Monday on Facebook at 3 pm

Post 4: Influence

"Ladies we have a sale going on this week on our Star Crystals product. Go here to order and take 10% off on me! Use dreamgoddess at checkout. wwww. affiliatelink.com"

Licensed company image. 

Posted Tuesday on Instagram at 8 am

Posted Tuesday on Facebook at 11 am


Step 4: Post

Use Buffer to schedule the 4 posts in the system under the rotation created above. 

Step 5: Rinse & Repeat 

Please note that example given above is one of many, you would have chosen to post images of yourself for all four posts. You could have rendered the teaching post as an ad, or made a tutorial video with you applying Star Crystals and using the adhesive, etc. I gave you an example of how to do a 4 post rotation based around promoting a specific product. But you could have simply posted whatever you wanted based around a different product or none at all. 

 

 

Engagement Training Videos

Social Media Marketing Engagement Training Videos

Social Media Engagment & Generating Revenue Video

This video gives you 13 social media ideas to help you engage with your audience. We love the video and how it goes over most of the information provided in this training course. 

But...

Step 7: Engage Independently, we do not feel that this suggestion is wholly valid. You have been taught to post using a posting service and it is the best way to be successful in this in this position. But you do want to be available for your audience when they respond or ask you questtions. Make sure you can access all social media platforms on your cellphone to instantly reply to incoming traffic generated from you posts. 

We would like to give credit to theDisruptive team for an awesome video. If you like what you see and want to keep up to date with new posts follow their channel. 

 

5 Ways to Improve Engagment On Social Media

One of the tips discussed in this video is on blog post marketing. You will learn more about blog post marketing in  a later training module. 

We would like to give credit to Lisa J for an awesome video. If you like what you see and want to keep up to date with new posts follow her channel. 

 

Questions

How do you give proper attribution to the original poster?

  • Give name of photo owner or creator and a link to website or social media page if available.
  • Post I do not own rights to this picture.
  • Post the name of site you got picture from.

What is the proper engagement posting order?

  • Inspire, Engage, Influence, Teach
  • Engage, Inspire, Teach, Influence
  • Entertain, Inspire, Teach, Influence
  • Inspire, Entertain, Influence, Teach
  • Inspire, Teach, Influence, Engage

Which ad copy is not optimal?

Assignments

Putting What You Learned Into Practice

Social Butterflies:

Go to the affiliate back office and view the assignment PDF for this training course. Complete all steps before moving on in the order given. Give yourself a week to get everything completed and done. Remember your dedication to following up and completing the lessons each week, will  determine your success. If you have any questions regarding this lesson and need further explanation. Please reach out to us and we will respond. Work with you upline to have them verify that you are posting the content correctly as trained. 

Team Builders:

To ensure that you have grasped the material in full and can answer questions your downline members may have about the training course. You must submit proof that you have completed the course and grasped the information provided. Follow the steps below to provide proof and be credit with completion. 

1) Complete all 5 steps as outlined in the training PDF and send proof by email of your plan.

2) Post all 4 engaging posts to your social media profile using the 3 a day rotation.

3) Either send your upline screenshots of each of the 4 posts as proof or ask your upline to view your page to verify.