This presentation was given at the Empowering Women in Business conference at Nichols College March 2014. The link to the video recording is given at the end of the presentation. Enjoy!

1. Communicate Your Way
to Success
HOW TO USE WRITING (AND OTHER FORMS OF COMMUNICATION), INSTEAD
OF DOLLARS, TO ACHIEVE YOUR MARKETING GOALS.
B Y M I C H E L L E F O N T A I N E , F B S M A R T Y
F A C E B O O K . C O M / F B S M A R T Y
T W I T T E R . C O M / F B S M A R T Y
G O O G L E ‘ F B S M A R T Y ’ F O R Y O U R C H O I C E O F C O N T A C T

2. My official ‘Bio’
MBA Assumption College 2002 (finished a
dream)
Corporate Marketing Communications until
2005
◦ Managed large budgets, trade shows, advertising,
websites, literature
This business started in 2005
◦ Started as web, graphic, photography – marketing
◦ Now specialize solely on Social Media for business
◦ Teach entrepreneurs and manage for clients
◦ FBSmarty and Social Media by Michelle

3. Things about me most people don’t know
• I owned a craft store called ‘Cozy Corner Crafts’
in the mid 80’s – teacher of ‘things to make’
• Always an entrepreneurial heart but needed
corporate income to raise three children
• My daughter told me to ‘teach Facebook’ 5 years
ago
• Mom of three, grandmother of 4
• Second home is in Prescott Valley, Arizona

4. You have a great product or service……but not
a huge marketing budget…
You need
To Be FOUND!

5. Be Findable
Website
Images
Other Website
Pinterest
Twitter
LinkedIn
Other Website
Facebook

6. Even Generically…
Social Media by Michelle
Google+ Page

7. How Search Works

8. Think like a Consumer
We research WHEN we need to
We are educated consumers
By building your base of content
◦ I am searching, and getting ready to
purchase, will I find YOU?
◦ Will your personality come through and
resonate with me?
◦ Will you be answering my specific
questions?
◦ Will your content guide me into your
sales funnel?

9. Picture your audience (persona) when writing
One of my personas is a baby-boomer entrepreneur. They
want simple to absorb social media points they can put into
place for their business.
◦ Walk me through it
◦ Keep it simple, I am very busy
◦ Show me visual how-tos

10. Understanding these connections…..

11. Google is SEARCH
Google is the ‘momma’ search engine (98%
of searches)
24/7 Google ‘bots’ crawl the Internet and
bring back fresh content to the ‘momma’
‘Momma’ sorts it all out (indexes it)
When someone types in a search, she finds
the best results and puts it in priority order
She uses over 400 different criteria (called
algorithms) to do this

12. Getting Credit where
Credit is Due
GOOGLE AUTHORSHIP

13. Personal Google+ Profile
Tied to your Google Authorship
Currently, Google+ profile more impactful than a Google
Business Page

14. Fill it all in!

15. Google Authorship

16. Google+

18. Blogging – where, why,
how and what?

19. Blog…. Where?
Most recommend WordPress.org which is the self-hosted
version of WordPress.com
WordPress.org site can BE your website or be inside your
website
The SEO credit is yours
Hundreds of plug-ins (similar to widgets) – lots of flexibility

20. Why? Your Blogging Website is the Center of
your digital world!
BLOG – Your Digital
Asset
Twitter – 140
characters
fast streaming
YOUTUBE or Facebook
Video
ENewsletter – The In
Box
FACEBOOK
3 posts a
day

21. How to Find Blogs to Follow and Learn From
http://www.google.com/blogsearch

22. What - 4 Items to blog about
Offer product or service specifics
Answer prospect’s questions
Teach your customers how to use your products
Let them see what other customers thing

23. Blog Tips and Tools

24. K.I.S.S.
People do not read a ‘screen’ as they do ‘print’
Break up text
Paragraphs no more than 6 lines
Clear white space between paragraphs
Short sentences
Appropriate visuals
Bullet points
Most sites should write to high-school grade level
*Flesch Kincaid Readability

25. Check your ‘readability’

26. Brainstorm and organize ideas with
mind-mapping
www.mindmeister.com has free level for up to
three mindmaps.
http://socialmediabymichelle.com/blog/2011/05/use-
mindmaps-to-find-blog-ideas/

27. Blog Tip
Create checklists or
comparisons - valuable time
savers
I created a comparison of
three major custom app;
Lujure, ShortStack and
FaceItPages
Link to their sites in your blog
They will notice!

28. Easy Graphic Design
We need them but don’t
always have a graphic designer
in our back pockets!
www.canva.com easiest non-
graphic design interface out
there! Free to very inexpensive
($1.00 per photo).

29. Include Reinforcing Data
Links to references
Add facts and figures and link to
the source
Linking to the source is ‘attribution’
– giving credit to that author

30. Keyword Research Tool
• Google tool
• You do need to enter a credit
card to access this area (just in
case you decide to run an ad)
• There IS enough value to explore
what people are actually putting
into searches
• You can use these terms in your
blog posts

31. http://moz.com/blog/visual-guide-to-
keyword-targeting-onpage-optimization

32. Write once, use many
times!

33. Reuse Conference Presentations
Video recordings – record it using Snag-it, ScreenFlow,
Camtasia, GoToMeeting
Upload video recording to a service like SpeechPad to
convert audio to text
Blog posts – transcribe into text, make many blog posts!
Podcasts – strip the audio from the video recording
Use it as a free gift to get people to sign up for your email
list

34. Top Level Strategy Video – Free Gift Strategy

35. Podcasting
• Podcasting set to explode in 2014
• Michael Stelzner, Cliff Ravencraft
• Audio is so mobile and convenient
• Easier to absorb than reading a book
due to multitasking ability
• Planning and discipline are required
• Entertain, inform, educate
• New form of blogging

36. Blog with YouTube
Create a video – if it is a tutorial, check
out my favorite screen capture program
◦ Snagit -http://www.techsmith.com/snagit.html ($49 one time)
Upload to your YouTube channel
◦ Add description there
Embed the video into your blog post and
add text around it.
Bonus, also pin that video to your
Pinterest board!
Creates traffic from your blog to
YouTube, from YouTube to your blog,
from Pinterest to your YouTube or
Pinterest to your blog

37. Blogging vs YouTube
2 – 5 years put YouTube (video) and Blogging closely
together – they actually work very well together

38. Shortcuts and
Amplification!

39. Shortcuts
◦ Sharing the link to your blog post on Facebook, Twitter and Google+
(through one posting on a dashboard)
◦ Pin the image in that blog to Pinterest which creates another inbound
link into your website/blog
◦ Set your Instagram app up to share to your Facebook business page as
well as Instagram and Twitter – 15 second videos done and up in the
snap of a finger! FREE WHITE PAPER AT FACEBOOK.COM/FBSMARTY
◦ Upload presentations to Slideshare and share them on LinkedIn
(Slideshare is considered a sleeping giant)

40. Amplify with Social and your List
Use ClickToTweet to create easy to share Tweets
Tie your blog to post to Facebook OR schedule them
through your social media dashboard (Hootsuite or other)
◦ Don’t do both
◦ Networkedblogs.com
Email summary of your blog post (s) to your email list. Links
in email lead into your website where the blog resides.
(SEO)

41. ClicktoTweet
Create your desired
tweet
Generate new link
Use the embed code as
your link behind your
text.

42. Grow your Email List
Rather than ask for blog
subscribers, grow your email
list!
I use MailChimp – look for the
subscribe or signup form tools
in your enews platform.

43. Add signup forms to your website, Facebook
page, bottom of blog posts…

44. Next Steps

45. Video Recording available
If you’d like to see and hear the video recording from this
session (which is much more interesting than plain old
slides!), head over here -
https://www.facebook.com/FBSmarty/app_100265896690345
Thanks!
Michelle Fontaine,
FBSmarty and Social Media by Michelle

46. CommunicateFullCircle
Course
Choice Segments
In class or on-line,
Recorded,
Support group,
Two teachers at every class
#cfcsm, cfcsm.com

47. Thank you!
In addition to teaching,
Michelle Fontaine
(FBSmarty) manages social
media for clients
Check out
communicatefullcircle.com
for further scheduled
training
OR schedule one on one
time at fbsmarty.com