Welcome. Effective Ways To Use Social Media To Grow Your Nutrition Business. Welcome Your Webinar Will Begin Shortly. Pathfinder Advantage Ltd

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1 Welcome Effective Ways To Use Social Media To Grow Your Nutrition Business Welcome Your Webinar Will Begin Shortly Pathfinder Advantage Ltd

2 Andrew Wilson MSc RD MIDM facebook.com/pathfinderprinciples linkedin.com/in/andrewwilsonpathfinder Pathfinder Advantage Ltd

3 In tonight s class, we ll explore The impact of social media on businesses and how it fits into marketing Effective ways to grow your authority and visibility What to share on social media to build the know, like and trust factor Which topics to avoid completely Building your social presence on autopilot The #1 way you re holding yourself back from attracting a loyal audience - and how to get over it!

4 1. Social media How does it fit in?

5 Buying decisions are made online. 60% 75% 83% 83% 85% In 2016, 92% of buyers read online reviews before contacting a business % of consumers would use a business with a four star rating! % 25% 17% 17% 15% Before Contacting Business On Site or In- Store

6 First impressions are made online. Interest Visibility Likability Sales Advocacy Awareness Findability Reputation Conversion Post-Sale Contributes to next person s research Interest & Awareness Television Radio Social or Search Advertising / Text Marketing Billboard & Display Print Ads Loyalty Sales & Promotions Search Search Maps Directories Apps Near me Research Blogs & Articles Reviews Social Media Friends and family Purchase Online booking Website Web or app purchase In-store purchase Salesperson in-store Product brochure Tried sample product Experience Post-purchase expectations vs. reality Social Post Write a Review Discuss with friends Blog

7 Growth in social media continues billion users 600 million users 106 million users 317 million users 300 million users 150 million users Smart Insights

8 2. How to grow your authority & visibility

9 What makes your social presence a success? 80% of success is just showing up But is that true for social media?

10 Are you socialable? Everyday consumers are declaring their intentions, asking questions, and trying to create relationships through various social media channels.

11 Your purpose Communities already exist. Instead, think about how you can help that community do what IT wants to do Mark Zuckerberg

12 #LikeAGirl

13 Community is Queen Relationships Social Media Human Interactions Communications Channels

14 Be social Be present & personable Think about your ideal client FIRST Set limits Hangout with the right crowd Step out and share Listen and listen well Show up every day Think up content Do it in the spirit of helping and sharing

15 3. What to share to build know, like & trust factor

16 Content is King STATUS UPDATES REVIEWS & RATINGS POSTS TIPS / GUIDES WHAT TYPES OF SOCIAL CONTENT DO YOU ENGAGE WITH? VIDEOS COMPETITIONS /VOUCHERS IMAGES / INFO- GRAPHICS

17 What makes for tasty content? Entertaining Exclusive Useful Actionable Inspiring Sharable

18 What makes for tasty content?

19 Stories help us connect Stories are what make people decide if they like you

20 Be authentic Teaching from your failures is a wonderful way to help people realise that failure is not important

21 Build your social presence Timely content seasonal, current affairs, announcements Archived content that still has value Other people s content curate & share Inspirational messages and quotes Funny memes and images Events & offers Personal stories

22 4. Which topics to avoid completely

23 What not to share Being overly political Too much personal detail Religion (possibly) Rude, crude, distasteful (unless that s your brand) Anything unbefitting of a healthcare professional!

24 5. Building your social presence on autopilot

25 Automate & systematise: Evaluate tools & features ü Pre-schedule posts ü Content curation ü Automatic content generation ü Notification of interactions ü Research & use hashtags ü Research audience ü Generate leads ü Create graphics ü Reschedule posts ü Share on multiple networks

26 Post, post, post again Remember: No one sees every post!

27 AVE A PLAN AND STICK TO IT

28 FREE social media checklist

29 6. The #1 way you re holding yourself back from attracting a loyal audience - and how to get over it!

30 Set Aside Your Fears 1. Fear of failure 2. Fear of success 3. Fear people will find out you re a fraud 4. Fear of setting measurable goals 5. Fear of showing up in public 6. Fear of how people will think/react 7. Fear of making commitments 8. Fear of being noticed 9. Fear of giving up control 10. Fear of accountability

31 Set Aside Your Fears Be brave. Try something new. Go live on Facebook. Post your videos on YouTube. Reach out to other dietitians with joint events. If technology is stressing you out, outsource it. What s holding you back from shining on social?

32 Live your brand

33 6. Tonight s Takeaways

34 Connecting the dots Social Engagement Social Posts Blog Posts Clients

35 Successful social media marketing is about three things Audience engagement Monitoring and responding to your audience Building fans With informative and entertaining content Generating enquiries and leads Creating actionable leads you can follow up on

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