Jody Johnston Pawel, LSW, CFLE, CTSS

Recommended Resources for  Social Entrepreneurs

Specifically for Family Life Educators, Therapists, Coaches, and Social Service Professionals

The following resources are recommended in the following publications:

  • Marketing magic: Secret tricks for increasing your visibility and success, Jody Johnston Pawel, LSW, CFLE. Ambris Publishing, to be published in 2003. Available as e-book download for $9.95.
  • The chapter on “Marketing Family Life Education Programs” for the Third Edition of Family Life Education: Integrating Theory and Practice (published by National Council on Family Relations, 2015).
  • That chapter is a compilation of excerpts from Serving Without Selling: Relationship Marketing Basics (for Family Life Educators, Therapists and other Social Service Professionals), Jody Johnston Pawel, LSW, CFLE. Ambris Publishing, to be published in 2015. 
  • That e-book is a condensed version of several modules in the on-line training course, Six Keys to Building a Relationship-Focused Practice: Social Entrepreneurship for Relationship Professionals (by Jody Johnston Pawel, LSW, CFLE. Ambris Publishing, to be published in 2015).

 

Pre-Launch: Before You Begin Marketing, Lay a Solid Foundation

 

Relationship Marketing Mindset:

Book Yourself Solid, with Michael Port

Breakthrough Directions: From Relationship Marketing to Business Success, with Gina Gaudio Graves.

 

Target Market Research:

Find demographics by entering the URL of a site that serves your target market into:

  • www.Quantcast.com – look for sites that show traffic, lifestyle and demographics
  • www.Alexa.com – look at sites that rank in the first 100,000.
  • www.Compete.com –
  • Magazines that serve your target market: get their media kit

Survey your target market with:

Find out the topics or problems your target market has through:

  • Associations,

o    http://www.associationcentral.com

  • On-line discussion lists and forums.

o    Type in “discussion groups” or “discussion forums” to www.About.com. To narrow, add your target market or topic to the search words

  • Use Yahoo Answers: https://answers.yahoo.com. Type in your topic or target market and see the top topics, problems, or questions asked. This also can reveal good keywords.

Identify your Ideal Client:

More about your Target Market’s Level of Awareness:

Branding:

 

Mapping Your Service, Content and Marketing Funnels

Relationship Marketing is like a Dating Relationship, by Gina Gaudio Graves. Get it as a flowchart.

Plan Your Content Marketing Funnel.

Writing benefit statements

 

Info-Marketing: Creating Written, Audio, Video Content Products

Copyright information (publications): http://www.loc.gov/copyright/

Writing the Perfect Book Proposal, by Jeff Herman (publisher, date, etc.)

 Self-Publishing Manual, by Dan Poynter. Free e-newsletter called Publishing Poynters. Information: DanPoynter@ParaPublishing.com; http://ParaPub.com; 800-PARAPUB.

90 Day Product Factory: #1 Product Creation, Marketing and Sales Resource on the Internet, co-created by Mitch Meyerson and Michael Port

Creating Digital Resources (free audio training with handout):

Audio creation: use Audacity, a free open-source recording/editing software.

Video creation:

– screen capture: Ink2go (free). Camtasia (paid)

– Presentations: Prezi, VideoScribe, VideoMakerFX (free trials, low and high cost)

Teleconferences: www.NoCostConference.com

Webinars:

 

Post-Launch: Choose & Prioritize Your Marketing Strategies

 

Advertising:

Google Ad Words: http://www.google.com/adwords/

Public Service Announcements:

 

Publicity:

VistaPrint.com: FREE four-color business cards www.vistaprint.com. Pay extra for double-sided.

 

Speaking

Speaker Training (Speaking for Income)

Speaker Marketing (Marketing your Speaking Services and using Speaking for Marketing)

Media

Sample Press release template from Marketability.com

Yearbook of Experts, Authorities & Spokespersons

Radio-TV Interview Report: Get ad: http://www.rtir.com

Register with services that match you with journalists and other individuals seeking information in your area of expertise:

Free press release submission site: www.free-press-release.com.

For more information, read an article by Mark Harty – http://www.strategictraffic.com/7sins

Have your own webTV show (training): Turn Your Show Into Cash

Internet

Free Link Checking Tools: Xenu

 

Search Engine Optimization

 

Keyword research tools:

Free tools:

Paid tools:

 

Engagement:

Assessment Generator

Surveys:

Contests: Contest Burner, set up, track contest leaders, integrates with SM for sharing, etc.

Shopping Carts / Email / Affiliates

Email programs: auto-responders, opt-in forms:

Email marketing:

  • E-mail Marketing Hints & Tips, a short E-mail, sent every two weeks, “on the best practices of E-mail marketing. It includes actionable hints and tips in a crisp and concise format aimed at helping you become an expert E-mail marketer!” Contact Michelle Keegan, tips@constantcontact.com
  • On-line Marketing Mail Lists

Affiliate programs (stand-alone. See integrated with carts above):

 

Article marketing (what to do with your articles)

Yahoo contributor’s network

Article submission service

Pinging services:

Social bookmarking:

  • BestDamnRedirect (BDR), a tools that automates dozens of time-consuming tasks needed for article promotion and affiliate sales, including:

o    Redirections (good for recommending affiliate resources)

o    Social bookmarking

Tracking comments on posts.

RSS feeds:

  • www.commoncraft.com has video on RSS in plain English.
  • Find lists of RSS feeds by searching for “Free RSS Directories”
  • Keep track of RSS feeds you submitted your blog feed to with a spreadsheet.

 

Networking

Affiliate programs (See shopping cart section above)

Social Media

Tool for managing posts to multiple social media outlets:

  • www.HootSuite.com is a dashboard to manage up to 5 social networking accounts (on the free version).

 

Mobile Marketing

Mojo Matrix Video Email & Video SMS software: https://mojo.infusionsoft.com/go/matrix-demo/jpawel/

Recommended Training and Coaching:

  • Internet & Relationship Marketing (highly technical) Free 30-Day Challenge – Gina Gaudio Graves, at Directions University.
  • Speaker, Author and Expert – Debbie Allen. www.DebbieAllen.com. Tell her Jody Johnston Pawel referred you.
  • Six Keys to Building a Relationship-Focused Practice: Social Entrepreneurship for Relationship Professionals — Jody Johnston Pawel, LSW, CFLE. This course offers all the details of all the marketing strategies above, plus other business-building steps. It includes guidance and live support in planning and implementing a customized business strategy and options for personalized private coaching. Next live course starts Summer 2015.
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