Cindy Ratzlaff

Bestselling author, award winning brand marketing and social media pro, Cindy Ratzlaff, creates sales driving campaigns for authors, books and publishers.

Social Proof for Authors

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In personal branding and book marketing, one term keep cropping up, social proof. Let’s look at what social proof is and how it can best be used to accomplish an author’s primary goals on social media; creating awareness of his or her book and driving purchases of said book.

What is Social Proof?

Social proof relates to the number of followers, friends, subscribers and connections an author has on their social networks and website. It also relates to the number of social interactions one has on their various social profiles. Every platform has an algorithm that surfaces your posts to more people based on the volume and velocity of engagement. So a post that has 30-40 likes and 10-20 comments within a few hours will most likely be seen by significantly more of your fans than a post that gets 5 likes over 3 days.

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How to Market with A Facebook Personal Profile

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While I think every author, brand or entrepreneur needs a Facebook business page, there is still a great deal you can do, right now, to optimize your personal profile to increase your personal brand visibility – and use Facebook more efficiently for your business.

Facebook builds in some terrific marketing features for business pages and every brand, business, entrepreneur and author needs a business page to fully take advantage of the rich ecosystem where more than one billion people log in every month. But did you know that your personal profile also has some great hot spots for promoting your business – without driving your friends and family crazy? Here are my four favorites and you can start using them to increase your brand visibility, today.

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8 Tips to Get More Organic Reach on Facebook

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You’re not imagining things. Facebook reach for business pages has decreased dramatically and Facebook isn’t denying it at all. In fact, they’ve been transparent about the need to deliver a profit for their shareholders and the new reality that business pages will have to bring some marketing dollars to the table to increase their post reach. Authors, small businesses and entrepreneurs do have to add some advertising dollars to their monthly budget but there are still ways to increase reach organically to supplement an ad budget.

So instead of watching your Facebook reach plummet, try these 8 strategies from my Maximum Visibility Playbook. These are just a few easy to implement ideas that you can use to help the very people who want and need what you create, find you.

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4 Free Tools To Turn Quotes into Content for Social Media

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Garnering a Share from fans, friends, subscribers and followers is the new top goal in social media. Like takes a back seat; you still want likes but your brand needs shares in order to create the kind of viral visibility that was once known as word of mouth promotion. Facebook values shares as a more reliable indicator of a deeper relationship with your followers than just a like.

Facebook rewards brands for posting pictures by giving those posts higher EdgeRank.

Unless you’ve been living in a cave, you know that social media users love inspirational or educational quotes. Your brand can benefit from the quote craze, garnering exponentially more likes and shares than the tip or quote alone simply by creating an attractive poster for the quote. By poster, I simply mean placing the quote on a nice background or block of color to create a pleasing that others will find desirable to share.

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Beginner’s Guide to Social Media Marketing

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Using social media to market your book, brand or business is a relatively low-risk way to dip your toe in marketing waters. Most social networks are free to use, although the time required to use them well will cost you human capital.

I’m an entrepreneur, just like many of you, and I’m my eighth year of owning my own business.  Statistically, if I can make it through this year, I’ll have beaten the brutal odds of business that fail in the first five years.  In these first seven years, one of the biggest lessons I’ve learned is that fear of trying something new leads to failure.

Most new businesses fail in the first seven years.

I usually write about more complex tools and strategies, but in speaking to new entrepreneurs or small business owners this past year, the questions I most often get are:

  • How can I add social media to my marketing without adding additional employees?
  • How can I do everything you suggest and still have time to work on my products?

Lack of time and money are the #1 and #2 saboteurs of start-ups.  So to everyone who has not yet jumped into the social fray to promote their business or service, here’s my simple beginner’s guide to using social media for business.

I believe most businesses can benefit from a simple, straightforward social media strategy that includes:

  • A Facebook profile for the “face” of the business; the owner or spokesperson
  • A Facebook fan page for the business itself
  • A Twitter Account
  • A YouTube Account
  • A Blog

With these five social media basics, even the most cash strapped and time deprived entrepreneur can begin to create digital footprints that lead back to their business. Adding additional social networks such as Instagram and Pinterest may be advisable for some businesses, but these five will give you a good basic foundation from which to build a large online following.

Setting up the accounts is easy and entrepreneurs should not become distracted by the bells and whistles and they wish list that comes with fully tricked out Facebook pages or beautifully designed Twitter accounts.  When you’re swamped, stick to the basics and don’t let “ideal” stop you from starting with “good enough.”

Here’s a simple beginners guide to a social media marketing strategy map anyone can use.

  • Blog 2-3 times per week and keep posts to 500-600 words. Make them keyword rich (words you would enter into Google Search to find YOU). Make sure each post gives one interesting or useful piece of information to the reader about your area of expertise.
  • The same day you blog, post a link to that blog on your Facebook Fan Page, adding an invitation to join you on the blog for more posts on your subject matter.
  • Allow this post to auto-post to your Twitter account by linking your Twitter account to your Facebook fan page through this Facebook app link: http://Facebook.com/Twitter.
  • The next day press the share button under your Fan Page post and share it to your personal profile.  Your friends are your closest supporters.  Ask them to share your post with their friends, leave you comments and let you know if you can help them with your area of expertise.
  • Two days later, turn your blog post into a simple, how-to video by reading it into your web cam. Put the “script” up on your screen so you can look directly at the camera.  Speak as though you’re explaining the concepts in your blog to just one person.  Post the video to YouTube and tag the video with your keywords.

This is an over simplified map, designed to get you thinking about sharing content throughout social media.  There are many, many subtle and more complicated nuances and strategies to increase your visibility, but this is a start.  If you’re a new business owner or entrepreneur who has not yet begun to use social media in your business marketing, begin here and add new strategies as you get comfortable.

There is so much you can do in social media marketing, that sometimes the overwhelming feeling of “I can’t do everything” stops us from doing “something.” Focus on the basics first. Where do the majority of your ideal customers spend time on line? For most of you it will be Facebook. Makes sense, right? It’s the largest social network with the most active monthly users. So start there with a personal profile. Talk about your business, your products, your services and special deals. Next venture into the world of Facebook business pages to create a stand alone page dedicated to your business. Master those two properties before moving forward with the rest of the recommended steps in this article. Don’t let fear of the task ahead stop you from bringing your business to a larger audience through social media.

Social Media Marketing Tools and Tactics | The Virtuous Circle

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Using a variety of social media marketing tools and tactics strategically, even businesses on a budget can dramatically increase online visibility and search engine ranking.
Small businesses and entrepreneurs have heard the drums, heeded the call and jumped on the Facebook bandwagon, setting up a fan page for their businesses and even dipping their toes into the Twitter pool. But many are struggling to build a following and beginning to wonder about the R.O.I. of their time in using this social media platform.

The virtuous marketing circle engages multiple learning styles to reach more potential clients and customers.

Although Facebook, Twitter and other social media sites are free, the valuable resource of one’s time is required to actively engage, update and promote a brand message.  And, time is expensive. Making the content business create work harder and across multiple platforms is a good way to produce a virtuous marketing circle and increase the ROI of content creation. This tactic can help users create a wider circle of influence by spreading their brand message to an exponentially larger audience; reaching consumers wherever they spend the majority of their time online.

Below is an example of a virtuous marketing circle. The small business owner creates the circle in the follow way.

1. A blog post on his or her blogsite or website.

2. Using a Facebook application such as Notes or Networked Blogs, our business owner automatically pulls that blog post onto his Facebook Fan page, which represents his business. Having set his application controls once, he never thinks about this again. His page is automatically updated with his new blog post each and every time he posts.

3. The title and a link back to our business owner’s Facebook Page is automatically posted to her Twitter account, moments after it hits her Facebook page because she has set up an application called the Facebook Twitter App.  So now that single blog post has now been seen on three different platforms and potentially by three different audiences with some minor overlap.

4. Once or twice a month, our business owner chooses a particularly informative blog post and posts it to an e-zine articles site that accepts and syndicates articles with valuable information. Articles on e-zine sites can be picked up by other publications or blogs and helps our business owner reach a new audience with content he or she has already created. Additionally, Google and other search engines will index the articles which helps bring our business owner and brand higher up the search engine rankings.

5. Occasionally our business owner chooses one of his or her blog posts and records it as a podcast, saves it as an MP3, posts it to a Podcast site, itunes and perhaps to a special Podcast tab on the original website.  Producing the same messages in multiple formats helps engage different learning styles in potential customers.

6.  Just as our business owner was able to rework the original blog into a podcast, so she does so again, in a short how-to video about a particularly post.  This video is posted to YouTube, then brought into Facebook, Twitter, LinkedIn and again, back to the original blog.

With the virtuous marketing circle, one blog post reaches six or seven unique readerships and our business owner has created mutiple touchpoints from which to engage with clients, exponentially increasing the chances of being seen and heard.  The original content he or she created has now been broadcast throughout the virtuous marketing circle.

How do you reuse, rework, re-introduce your ideas and messages to reach a wider crowd.  Let’s share ideas.

Get a free copy of "How To Create An Author Brand," a step-by-step guide for developing your brand message.