(Image Source: Directory Journal)
Well, let me ask you this: Why make your customers slug through Google and research for hours if the answers they are looking for are on your blog?
People do business with people they know, like, and trust. If you can provide ongoing answers to your customers pressing questions, it will help them trust you even more. (And no, I’m not talking about directing them to your FAQs page).
Make it easier for them to find the right information through the content you publish on your blog.
That’s what blogs do, ya know?
A blog helps you solidify a trusting relationship with your audience. With a blog the key is to focus on educating your reader with ‘how-to information’ that serves basic needs related to your product or service – positioning your company as an authority in the field.
It’s also a great way to keep your customers abreast with what your company is doing. This is the *slick* way to stay top of mind.
The goal in this new information age is to be a valuable resource for your customers and prospects. It’s not good enough to merely try and sell a solution. For us, we look to help small businesses and individuals more effectively market themselves with the use of social media. So, our blog touches on topics like social media management, Facebook marketing, LinkedIn networking, research strategies, and more.
You want to help your prospects and customers move towards their end goal (granted you know what that is). So, when possible, content should include actionable steps that help your reader make progress. Sorta like this…
1. Brainstorm your customers pressing needs
2. Draft questions they frequently ask you
3. Craft solutions that “connect the dots”
4. Sort these solutions into categories
5. Write an article once a week on a new solution
6. Have someone else review the article before it’s published
7. Tag the article with related keywords, phrases, and a summary
8. Embed this data into your blog post (to enhance the SEO of your content via Google)
9. Publish it to your blog
10. Publish it to your other social media networks
If I’m moving too fast, let’s backtrack to the basics (for you beginners):
…So, if your blog is consistently adding value, people will begin to seek out your help and advice. We all know, when people look to you for answers, they’re going to expect you to provide them with solutions… and when you provide solutions that work, you build trust.
Your blog must build the case that you understand their questions and know how to solve their problems.
…Solve enough of these bad boys and you’ll be on your way to solidifying a sale.
So, let me ask you: Does your blog draw more people into your sales funnel? Why should a company start a blog if they don’t see the value in what *we’re* saying? What awesome stories do you have to share with other readers about how your blog brought in new business? Post your comments below.
Today’s post is a shorty but goody honoring one of the biggest moments in social media history.
LinkedIn is going public Thursday… stakeholders are licking their lips. Millionaires will be made.
The IPO price has risen over 30% in the past day due to an increased demand for shares, and many expect that price to go higher moving towards Wednesday evening and Thursday morning. The company is currently valued at almost $4 billion… pretty good for a company that only netted $3.4 million in profits last year .
We will see what happens… but since it will be nearly impossible to get our hands on the shares before they explode, the question our community should be asking is:
What can LinkedIn do for me?
Well folks, it is the best professional networking tool on Earth. With LinkedIn you can…
Join Groups. I know that Facebook has groups which have been revamped and are often confused with Facebook Pages. LinkedIn Groups are for groups of people with common professional interests and goals (often localized). Members of these groups share resources, suggestions, and ideas. Also, there is no limit to the amount of members that may join (unlike Facebook’s 5,000 quota).
Everyone is sharing GREAT information there (especially valuable for SM Managers).
Connect with Companies. Through the search function, you can search your network (immediate, 2nd, and 3rd degree relationships) to find anyone who works at a certain company. In addition, Google Chrome users (should be everyone), NEED to go to www.whoworks.at. Sign up for an early preview of the Chrome extension that allows you to view people in your network who work at the site you’re visiting.
Ex: If I am on Google, I can click the whoworks.at extension, and it will show me all my 1st and 2nd degree LinkedIn relationships that work at Google (see below).
I hope everyone understands how valuable this is.
There is so much more LinkedIn can do for you, and this network is just getting started (and is about to get a $300+ million boost). With an upgraded account you have access to tons of valuable tools including the ability to search for employees at Fortune 1000 companies, and even see who is checking out your profile (not a spammy fake out… eh hem… F******k).
If you are not on LinkedIn already, know this:
As of March, LinkedIn had over 102 million members and is adding over 1 million members each week. As a reader of this blog and a social media enthusiast, it’s time to jump on the bandwagon… NOW.
All catchy marketing phrases aside, Vegas was actually wrong about that one. Now, the Internet sort of makes that whole “What Happens In Vegas…” line obsolete, doesn’t it.
You can’t (necessarily) have a great night out in Vegas with “the boys” and not expect videos, pictures, or audio to find their way onto your Facebook profile. It’s likely that your friends thought you’d want to see your pretty face (cross-eyed and drooling) tagged in all the great photo ops. Yea, ok.
This idea also applies in business, trust me. Here’s another scenario for you…
My dad and I made a plan to grab lunch recently. We’d been hearing so much about this gourmet burger spot that just opened up in our neighborhood. We had high expectations because everyone was talking about it.
After sitting down to eat, I realized I wanted a piece of lettuce so I asked the waitress (nicely)…
Long story short, they refused. I insisted. They refused again. I insisted again. They finally said, “OK.” …But they wanted to make sure I understood that it would never happen again… like it was a PRIVILEGE for me to get a piece of lettuce for my burger. Obviously, I didn’t read the fine print on the menu where it said they don’t ALLOW add-ons, substitutes, or any other types of condiments.
I think we’d all agree, that’s stupid business. How could a piece of lettuce (or any other add on) be so devastating to the company’s bottom line, that they couldn’t afford to do me a favor when they’re charging me $12 for a BURGER! Yea, $12.
Honestly, I should be able to get whatever they have available to ADD onto my burger. I’d even be willing to PAY for the add-on. But NO, there’s NONE of that here. Cute.
Finally, my dad asked to speak to the manager and was essentially blown off. The manager never came by our seating to apologize or seek to understand what the issue was. After nearly 10 minutes of waiting, we picked up and left.
Frustrated and seriously pissed off, my dad went online and LIT THEM UP with bad reviews on Yelp and UrbanSpoon.
And here’s the lesson: Now, the customer is not only RIGHT, but they ALSO HAVE THE POWER TO KILL FUTURE BUSINESS IF ENOUGH PEOPLE DON’T GET THEIR LETTUCE EITHER. (See How Taco Bell avoided a HUGE PR crisis using social media.)
So what I’m really saying is, if you let negative reviews and press linger, your business will slowly deteriorate because customers – who are 70-80% more likely to buy something (or not buy something) based on their peers’ feedback – will SPEW THEIR HATRED for your brand across their ENTIRE social network via Facebook, Twitter, LinkedIn, YouTube or any other platform that helps buyers make decisions about their purchases.
To sum up, here’s an excellent video from Gary Vaynerchuk, author of The Thank You Economy, reinforcing this idea of social influence:
(Video source: Grandma Mary Show)
When I say, “Late to the party,” I mean realizing that there’s been a collective stream of GENIUS taking place in some pocket on the Internet that you were never aware of until now. You know, like those interconnected webs of communities where people talk about really important stuff?
Well, recently I came across one such pocket that I’d like to introduce to you. This “web” is comprised of:
…All business experts that can truly help you advance your social media efforts.
And, for the most part, all of these people are somehow interconnected through their social web (I’ve traced them back in some way to each other).
…It seems as though the standard “Six degrees of separation” is shrinking through the use of social media platforms.
From reading up on their blogs, I’ve come up with a few key themes that I’d like to share with you:
1. Become very adept at listening to your customers, prospects, and others in your industry. This will help you find out what YOU can do to serve this community. Companies who are jumping onto social networks with the intention of PUSHING their sales messages before contributing in a valuable way are really shooting themselves in the foot. A social network is like any other physical environment in that you really need to be aware of who the players are and how you intend to engage.
2. With the Internet, the notion of competition is blending with cooperation and strategic partnerships. “Co-opetition” (I first heard the phrase from listening to fellow Social Media Marketing professional, Erica O’Grady) has been widely adopted by the Social Media and Internet Marketing communities because of affiliate commissions. With the ease of tracking and managing digital sales through sites like clickbank.com, commissionjunction.com, 1shoppingcart.com, and others, you can actually EMPLOY your competitors to help you generate new leads and sales. The opportunity to “swap email lists” or promote your products on your competitor’s platform is so commonplace in this industry it’d almost blow your mind.
3. Share your best secrets. Now that the Internet has evolved to such a degree, we are capable of doing things that in recent business terms would be plain old dumb. By first distributing your best content, the community will appreciate your genuine interest to SERVE them. This quickly enables them to know, like, and trust you; which ultimately helps you generate new leads (and sales).
Now back to our original question… assuming you already have Social Media “Outposts” (see Chris Brogan’s blog post on how outposts improve your ecosystem) here’s What To Do When You’re Late To The Party:
(Picture Source: Oscar Berg)
1. LISTEN to your “competitors” and others of influence in your industry
2. SHOW them your interest in their work by commenting on their blogs, tweeting their content, or posting on their Facebook walls.
3. CREATE a relationship with these people of influence through sharing related content and adding value to their communities
4. CULTIVATE opportunities for collaborating on projects they would find lucrative / valuable for their business
5. PROMOTE each other’s businesses to your respective email subscribers
PLEASE NOTE: This is all assuming you are actually looking to collaborate with others in your field in order to expand your influence and readership and create new opportunities.
If any of this sounds backwards to you, please share your thoughts so we can help you through this process.
And as always, if you found value from this post, please share it with your friends / social network.
As opposed to cold calling prospects – an interruption marketing approach, with social media, you have the opportunity to engage in permission marketing, as Seth Godin puts it.
With permission marketing, prospects OPT-IN to receive promotional offers from you, whereas with interruption marketing, you push your message in front of them and hope they bite. This is a very big distinction. The reason prospects opt-in to receive your marketing messages is because you give them value up front (through free reports, newsletters, ebooks, etc.). However, when you’re cold calling, the message you send is, “The only way to gain value from me is by purchasing the product/service I’m presenting you with right now.”
Nowadays, people don’t like commercials, sales messages, or unnecessary data cluttering up their minds. Why do you think we’ve flocked to DVRs, XM satellite radio, and social media? Because people are tired of companies who push messages on the consumer. It’s the “old” way of doing things.
And when you compare the benefits of cold calling with social media, you quickly see that with social media:
1. You reach WAAAAAAY more people in a short period of time
2. You don’t have to feel bad when people don’t respond
3. You don’t have to go up against the worst odds known to man when it comes to converting prospects into buyers
Seriously. I was talking to someone yesterday who even brought up the idea of “knocking on doors” for her real estate business. I couldn’t believe what I was hearing.
With the expansive reach social media allows, why do people still insist on using old methods of generating new business when they know there are better ways?
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”
- Charles Darwin
If you’ve wanted to make a change but you don’t know where to start, it’s time to shake things up. Put some time into learning why Facebook, Twitter, LinkedIn, and YouTube are valuable for businesses and what it can actually do for YOURS.
Now, I realize it’s intimidating for most… and it requires you to change your thinking. But, as you implement these tools, it will help you stay relevant to your customers, increase your online influence, and ultimately bring in new business (and who doesn’t want new business? C’mon.)
If you really feel stuck and don’t know where to start, as I’m sure you’ve come to understand… on the Internet, generally, you have to filter through a lot of CRAP before you get to the gems of awesome information. And if it IS “Awesome Information,” the person who’s delivering it is generally an excellent resource for you to follow. We call them… Gatekeepers.
The Internet & Social Media Marketing Gatekeepers are your best bet for finding reliable, ethical, and actionable steps to take that will help you advance your online business Interests.
Below I’ve listed a few of the BEST (and I do mean, THE BEST) Internet and Social Media Marketing specialists to learn from. Over the past two years of studying and implementing their strategies, I can vouch for them by saying they truly know what they’re talking about.
And, the best part is, all of these experts have free newsletters, ebooks, and courses so be sure to check them out AFTER you’ve finished reading this post…
1. Frank Kern – Internet and Email Marketing
2. Ryan Deiss – Facebook, Internet, and Email Marketing
3. Jeff Walker – Internet and Email Marketing
4. Brendon Burchard – Internet and Email Marketing
5. Mike Koenigs – Mass Content Publication Marketing
6. Robert Grant – Facebook Marketing
7. Nathan Jurewicz – YouTube / Video Marketing
8. Lewis Howes – LinkedIn Marketing
9. Sean Malarkey – Twitter Marketing
10. Alex Mandossian – Teleseminar Marketing
11. Carrie Wilkerson – Internet Marketing
Now, before you get caught up in clicking through to all of their websites and social media profiles, I’ve outlined 5 crucial steps below that will structure your approach to filtering through all this information:
Step #1: The first thing I suggest you do is create a new Gmail account where you can subscribe to all these guys’ newsletters. It will be very beneficial in the long run as you will be overwhelmed with all the good information and it will get lost. If you have one account that is designated for this, you’ll be better prepared. This will also help you quickly learn and understand what Internet & Social Media Marketing is all about through the commentary, newsletter updates, products, etc. that these people promote.
Step #2: If you haven’t already done so, create a Facebook account and “Like” all of the pages I’ve listed below. Facebook is great because you can passively receive quality information in your Newsfeed (on your “Home” screen).
Step #3: You should also create a Twitter account and “Follow” these experts. Some don’t have a Twitter account but for the ones who do, make sure you listen to what they’re saying, and what kind of information they’re disseminating. It will help you understand what this platform is used for. Below are the experts who have a Twitter presence:
Step #5: Determine which of these experts resonates best with your online objectives then follow their strategies closely – they WILL bring you great results.
Finally, if you know of any other great resources in the way of people, websites, etc. that you think should be added to this post, by all means! And, most importantly, if you think this post would help a fellow entrepreneur, business owner, or Internet newbie please share the post on Facebook / Twitter / LinkedIn so they can take the short cut too.
Every business owner knows that they can benefit from a social media presence. Most don’t have the knowledge, and more importantly, the patience, to understand the process. But do they really care about the process?
Over the last month, I have spoken to hundreds of business managers spanning many different industries. Everyone is extremely interested in hearing about the social media services we offer. I begin by explaining exactly what a social media management service does… builds out their profiles with customized landing pages and graphics, monitors and facilitates the conversations happening about their brand, builds their base of followers, and all that IMPORTANT stuff that helps a business grow a TARGETED online following on the most powerful marketing platforms on Earth (that are just going to become more, and more, and more powerful and important moving forward).
Almost every time, the person listens intently – without interrupting, tries hard to understand what I am saying, and almost ALWAYS responds with one question:
“BUT HOW CAN THIS HELP ME GET MORE BUSINESS?”
As a business owner, I get it… business people only care about two things:
(1) Finding new customers, and
(2) Retaining existing customers.
AND many business owners are impatient, they want something that can have an impact on their business immediately.
Business owners need to understand one thing about social media campaigns. Unless you are a celebrity (see Lionel Messi), or a Fortune 500 brand, a social media presence CANNOT be built overnight. Social media campaigns are not just advertisements, they are branded pages on interactive communication platforms that take time to build and develop. PATIENCE IS REQUIRED!
My answer to the question is this:
**More time and money is being spent on these networks than any platform in the world (that’s why you are listening). Social media campaigns cannot increase anyone’s business overnight — it is a process that requires time and effort. Once you have built a professional presence on these networks, you have converted your existing customers into fans, and have done the web monitoring to find people discussing your industry (even locally) to increase your follower base, you then have a platform to interact with them and market to them whenever you want.
It is also VERY important to understand that gathering your existing clients on a these social networks (as fans and followers) enables you to keep them interested in your business by updating them on company news, deals, and initiatives (returning customers spend over 65% more than new customers do).**
THAT is what a social media manager does – they understand that process and know how to plan and implement it effectively.
There is a reason why every TV commercial now features a business Facebook and Twitter icon. I’ve worked for several companies that hired full-time social media managers (at $50,000/yr salary). These companies started with 0 fans and followers, but understood the importance of social media and the investment ($ and time) it requires. Now, about a year later, one of these companies has over 25,000 followers and hundreds of people interacting with its brand every week. Is that worth the investment? I believe so… and the best part, independent social media managers only charge a fraction of that (no benefits either).
The bottom line is, business owners know they need to have a social media presence. Most don’t care how it’s created. Much like every marketing initiative, they want to know how much it will cost them, and how much it will make them, over a certain amount of time. While social media is absolutely necessary, it can be a tough sell because it takes time to see results — the scary part is, it will also take time before people start realizing that they are too late to the party. Which side do you want to be on?
It’s important to get with the program. As Gary Vaynerchuck (an expert social media marketer and author of The Thank You Economy) said, if you face someone who doesn’t realize the value of social media marketing, and insists on seeing immediate results, tell them to “See you in 2015.”
BUSINESS OWNERS: What is your main concern when deciding to hire someone for social media?
SOCIAL MEDIA MANAGERS: Have you faced similar situations? What is your ANSWER to “the question?”
Have you ever considered hiring college interns to manage your social media? In reference to the title of this post, your ‘Starter Kit’ is actually a human being.
Let’s face it, they probably know more than you… and you wouldn’t even have to pay them!
…That’s what we decided to do for a company I consult with. (And it’s working out VERY nicely…)
Think about it, you have 1-5 people (depending on how big your company is) who come into your office and pitch you ideas on how to improve your presence on social media sites. To you, they’re brainiacs. To them, it’s second nature.
Remember, they were the ones who grew up with the Internet. Most of them don’t even remember what it was like before email or AOL…
OK, cool… so you’ve decided to reach out to your local college or university for ‘free labor’ (jk.) Now what?
Well… you’ve got to be very clear on your objectives before you get them in a room and start working for you. If I were you, I’d probably map out any interesting ideas you have based on your understanding of social media and how it works. If you don’t have any ideas than just think of what the most important thing is to helping your business succeed at a greater level. Do you need more sales? Are you looking for more qualified employees? (BTW, you can have an intern sift through profiles on LinkedIn for potential job applicants.) Do you want new promotional partners to help you distribute your products?
Social media can improve a lot of your current business processes, if you’ll only jump in and try it out. Companies who are successful with social media generally use it to do one, some or all of the following:
1. Manage customer service issues
2. Promote products / services
3. Create greater brand awareness through viral marketing
4. Improve search engine rankings
5. Survey customers for new product / service ideas
6. Develop strategic partnerships
Google is not the only player in the game anymore. In fact, Facebook has now overtaken Google in the most important areas of Internet domination – amount of visits and time per visitor. On average, users spend more time on Facebook than Google. If your business is not on Facebook, this is a great primer to help you understand its value and get you started.
Facebook is important for a few very important reasons:
- It’s viral
- It’s a network
- You’re friends are likely on it
This means that your friends, who are networked together in small social communities, will talk about their interests, share information, and inadvertently promote their favorite things… (companies, music, food, products, causes, events, etc.)
But how do we get them to talk about YOUR company is the real question…
Below is a set of five steps you can follow to begin moving in the right direction, as well as strategies, tools, examples, and resources to help you effectively promote your business on Facebook.
1. Create a profile. If you don’t already have your own profile jump onto Facebook and quickly create one.
PLEASE NOTE: If you’re not interested in putting your face on everything you say to customers, this probably isn’t the right service for you. People on Facebook behave in a social way. It is important that you are willing to put yourself on the line to reach out to your interested market.
2. Add your friends. More than 500 million people are now on Facebook. You will most definitely find at least a few of your friends using it. Be sure to send them a friend request. When they accept it, you’ll begin to see suggestions of people you may know through their networks. By friending people you already know, you will quickly gain traction with your marketing efforts.
3. Create a fan page. After you’ve added some friends to your network, then create a Facebook fan page with the name of your business. Be sure that it’s an OFFICIAL page and not a community page.
4. Provide value. The most important thing you’ll want to do on your fan page is publish deals, discounts, or free content that your friends and networks will appreciate. When your value is well received by someone on Facebook, THEY BROADCAST IT TO THEIR ENTIRE NETWORK OF FRIENDS with “Likes” and comments (…more on that later).
5. Promote/Market value. Once you’ve established yourself as a distributor of valuable content, you should send off status updates that inform your friends about your new fan page (don’t overdo this one, keep it to 2-3 broadcasts/week). Ask them to join it and tell their friends about it. Give them a reason to go there. You can also expand your presence on the market by “Switching to your Fan page” and commenting/reaching out to people in related groups and pages. Use the search bar at the top of Facebook’s website to look up keywords most relevant to your product or service. Begin creating positive relationships with the people posting on these pages and groups and work to migrate them over to your page. Be realistic about this, you don’t want to tarnish your reputation by promoting your business right off the bat. A great way to ease yourself into the conversation is to add value to the group by answering questions or comments and posting informative content.
Keep in mind that whenever you promote any information on Facebook through your fan page, the nature of Facebook’s network enables you to connect with more people than you might think.
The “LIKE” button. When someone Like’s your Facebook fan page it does a couple of things:
- It positions you as a preferred guest on their newsfeed which means that whenever you post new information to your fan page, it is broadcasted to all of your fans AND their friends.
- It spreads your message across intersecting markets as your number of fans increases.
Below is an example of this phenomenon.
According to Metcalfe’s Law:
“Two telephones can make only one connection, five can make 10 connections, and twelve can make 66 connections.”
So… if you have 12 people on your fan page (which isn’t much at all), then you’re likely to reach out to 66 people! And because of the power of social proof, the fans who are endorsing your company, products, and events are more likely to drive their friends to your page when they are responding to your posts with “Likes” and comments. Remember, most Facebook users allow friends and friends of friends to see their activity.
…so back to our primary question: How do we get people to talk about YOUR company?
Well, what are some ways you can provide value to your customers as a small business owner?
- Create special offers that can only be found on Facebook
- Offer discounts and promotions that fans are encouraged to spread around to their friends
- Give away free information that helps your market get closer to their desired result
Here are some creative ways for you to implement this:
- The Wall. A quick way to start promoting offers, gain consumer feedback, and answer customer questions is by using the wall. Facebook allows you to place images, videos, events, or links within the post you make to your wall. Your fans will really appreciate your direct communication with them and they’ll keep coming back.
- The iFrames Application. iFrames enables you to build Facebook applications that deeply integrate into a user’s Facebook experience. If you’re a small business owner and you want to effectively market yourself on Facebook, you can easily hire someone who’s familiar with HTML coding (go to sites like guru, elance, rentacoder, vworker, or odesk for cheap outsourced work) to create a default landing tab for your fan page. (There are other ways of doing this without the need for customization… take a look at the list of application services below for more ways to effectively promote your business.) Familiarize yourself with the applications section under the “edit page” feature below your fan page profile picture (on the top left). If the iFrames app is not listed, go to “Browse more applications” at the bottom and search for it.
- E-mail opt-in. Depending on your email marketing service provider (aweber, icontact, mailchimp, silverpop, etc.) you also might want to consider placing the opt-in box for your email newsletter into your custom iFrame tab.
Other Applications. If you want to create a nice default landing tab without using iFrames check out these sites for more low cost ideas…
Fan Page Examples. Here are some great examples of what others have done to enhance their Facebook page’s promotional efforts:
For more info on how to best customize your Facebook Fan Page check out these resources:
After speaking with small business owners, we noticed there was an interest in simple-to-use systems for the latest online tools. My mom was the first one I studied closely.
I noticed she was really looking to reinvigorate her business – to create more momentum, gain new leads, and ultimately forge new client relationships. But she wasn’t familiar with how things like a blog, an email marketing campaign, or social media services would actually create new opportunities for her, let alone how they would all tie in together to create a cohesive strategy that could be rolled out with her employees.
To say the least it was intimidating for her, and understandably so. As the speed of the Internet creates new uses for our businesses, many of us often feel like we are getting left behind – only to hear about competitors who made the move to Facebook or Twitter just months before us and are now prospering light years ahead of us. And even though we feel like we should be implementing many of these tools, the overload of information is too great and we are paralyzed with fear.
Both Jay and I think that’s a serious problem. People should be understanding the value these services present at the time they are created – especially when they’ve been used to help small businesses and even individuals in the recent past generate new clients, improve customer service, and effectively promote their businesses with less money.
Many business opportunities are missed because of timing. We want to keep you ahead of the curve with up-to-date tutorial videos and information about how the services, products, tools, and applications available on the web will help you leverage your business and create new avenues for marketing, lead generation, and sales strategy. Even if you’re new to the game, you deserve the right information at the right time.
The truth is these tools will help you prosper, but you need to know why. And we know how easy it is to get lost in all this new technology. But from us to you, we can’t let you do that. We know how much you value your hard earned place in this world. We know you’ve worked hard to get to where you are. We know you’re struggling to see how all this information is useful and we want to help you. Let us help you take that leap. We want to get you up to speed.
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