SMMA Excelerator

The Social Media

Marketing Blueprint
BRADLEY RILEY - SMMA EXCELERATOR

Preface

The future of marketing is digital.

The online revolution may seem daunting at first,

but for those who learn about the internet and its
uses, it presents an opportunity. An opportunity
for anyone to take regardless of their gender, age,
race or location.

This book does not teach you a morally

ambiguous, get-rich-quick scheme; it is an
actionable manual for anyone looking to start
making money online using a solid business model.

The idea for all of the information inside was to

find a way to give guidance and offer a business
model for anyone to use. It should act as a
foundation for everything you need to know about
social media marketing and running an agency.

The information on these pages is for anyone, but

it will always be most effective and useful for the
people ready to apply the knowledge they learn
from this book and take action. Everyone’s goals
are different, but this business model has the
potential to make a substantial income. Perhaps
money isn’t your main motivation, perhaps it is
free time to spend however you like and you’re
only looking for a few thousand dollars a month;

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you can make that happen with the information

you learn in this book.

The social media landscape is constantly shifting,

changing, and evolving so it is vital that you use
this book as your foundation to build your social
media marketing knowledge upon.
There are no setup costs. All you need is yourself,
a laptop, an internet connection, and this book.

Now that you’ve picked up this book, you will do

yourself the greatest favor if you employ every
lesson you’ll learn inside. Take out a highlighter or
a pen and scribble down notes if you need to..
whatever will help you to remember all the
information condensed into these pages.

And one small thing before we start. If you’re

reading this and you’ve already bought the book,
then you have already made an investment in the
information within this book. A common theme in
this book is self-investment. Investing money into
your education is the best investment there is.
Successful people work hard at improving
themselves and their knowledge. It’s no accident
that the people investing in themselves are the
people who are more likely to succeed.

The small investment you’ve made just by buying

this guide could change your life and earn you a
dream income along the way.

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The blueprint is all yours, and it has been simply

laid out in 6 sections to help you start your SMMA
Business step by step.

Brad.

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The Structure

1. The Model & Foundations

The Basics 6
Mentors 9
Mindset 11
Value-based Pricing 12
The S Word... 14
Smart Work vs. Hard Work 16
Overdelivering 18
Warmer Leads, Higher Intent 20
SM Management and SM Marketing 22
Building Your Network 26
Self-Investment to Cut the Learning Curve 29
My Promise To You 30
2. Client Acquisition
Client Acquisition 32
Upwork And Freelancer Sites 34
Recruitment Sites 39
Linkedin 41
Facebook Groups 41
Other Outreach Platforms 43
3. Sales & Pricing
Logical and Emotional Selling 46
Authority and Confidence 50
Persuasion & Sales Techniques 54
Pricing 61
Meetings 64
The Structure Of The Meeting 65
Quelling Objections 71
Closing Warm Leads Without A Phone Call 77
Following Up 79
Setting Expectations and Onboarding 81
Payments and Contracts 84

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Learning When to Say No 89

Building Authority Without Prior Experience 92
4. Results
Introduction 96
Modelling Success 96
The Best Results 99
Social Media Management Service Delivery 102
Results: Social Media Management 102
The SM Management Results System 107
Software and Organization 109
Results: Facebook Ads 112
Facebook Ads - The Basics 116
Campaigns, Ad Sets and Ads 119
The Different Types of Facebook Ads 121
Demographic, Interest & Behavior Targeting 123
Custom and Lookalike Audiences 125
Facebook Business Manager Explained 127
Stay Updated 128
5. Scale
Client Retention 130
Building A Team Online 131
Hiring Top 1% Experts 133
How Much To Pay Your Team 137
Hiring VAs For Administrative Tasks 139
Team Building & Communication 142
Systems And Automation 144
Process Simplification & E.S.A.D 148
The Personal Touch 150
6. Finishing Touches
Evergreen Information 152
This Is Only The Tip Of The Iceberg 155
Get Additional Training Here 158
White Label Services (Partner With Us) 160
Common Questions 163

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1. The Model & Foundations

The Basics

We live in the age of the internet, meaning that

with access to Wi-Fi and a laptop, you can work
on this business model from anywhere in the
world. There is no need for a substantial loan, an
investor or capital to get started. The overheads
are very low (minimal costs to run the company
except for very cheap software that will help you
after landing a client, unlike a brick-and-mortar
company where you would have to pay for electric,
rent etc.) so the cost of taking the plunge and
applying what you learn from this book is close to
$0 whereas the opportunity to make money and
be free from the 9-5 is full of value; there’s no
reason not to get started.

The model is a business-to-business service. This

means that a business is paying another business
for a service in return. At its core - businesses pay
you to manage, grow and nurture their social
media profiles and/or run Facebook Ads for them.

In this day and age, a brand does not exist if it

doesn’t have an online presence; a business
without one is closing themselves off to perhaps
the most lucrative marketplace available.
Businesses are always looking for ways to make
more money and searching for people who can

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increase their exposure and income online and

particularly on social media.

There are two services in the business model:

social media management and social media
marketing. Management means getting paid to deal
with posting, engagement and growth of the social
profiles. Marketing is when businesses pay you and
give you an advertising budget to create attractive
ads for their brand and products, which convert
into more sales.

Facebook ads is a built-in, backend advertising

platform. If you’re ever scrolling through Facebook
and you see a post saying “Sponsored”, it means
someone is paying to be there. Both of these
models have their separate strengths and pricing
structures but they do have a lot of synergy and so
can be used in conjunction with each other.

The management consists of creating and

scheduling posts to a business’s social media
accounts. This often includes the designing or
repurposing of the posts, the hashtag strategy and
caption writing. The goal of this is to increase the
engagement that followers have with the brand as
well as to grow the company’s overall number of
followers.

The marketing side of the business is the part

concerned with advertising for clients’ businesses.
There are all sorts of high-level things that you
can do with Facebook ads, not to overwhelm you

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with jargon but targeting capabilities with

Facebook are very in-depth which, in most cases,
outperform other forms of marketing online.

Businesses pay good money for this, an average

client pays $500-$5000 per month, which is
enough to quit your job and work from home. The
reason that you can charge this amount is because
of a concept called value-based pricing.

This essentially means that a company will not pay

you for your time, but rather your value; if you can
provide a value that exceeds how much they pay
you. In essence, if the sales that you are
responsible for as the social media
marketer/manager surpasses the amount that they
pay you, then it is more valuable for them as a
business to have you than to not have you.

We will cover the fundamentals of creating

Facebook ads later in the book (in the Results
section). Once you know how, it’s very easy to
create ads and the knowledge is transferable
between clients. Due to the constantly changing
landscape of social media and the different wants
and needs of different clients, going into too much
depth in this book would just be a waste of words.
Instead, I will do my best to teach you marketing
principles and the Facebook advertising platform.

This book covers so much but I always recommend

continued self-investment into courses and
mentors etc.

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Social media marketing is the future; it is not

going anywhere. Over 3 billion people now use
social media; that’s over 40% of the global
population, at the time of me writing this, a telling
statistic about the potential for any marketing
strategy based on social media. With so many
people, any product can be promoted to a far
higher volume of people than through non-digital
ways of reaching people, as was the case for the
majority of the 20th century.

Now, before I teach you how to start to build your

business, we need to ensure that you have the
right mindset. As Abraham Lincoln said, “Give me
six hours to chop down a tree and I will spend the
first four sharpening the axe”.

Mentors

I highly recommend that you get a mentor to guide

you on this entrepreneurial journey of starting a
social media marketing agency.

Good mentors guide you through the business

model and the world of entrepreneurship in a way
that helps you see it through more experienced
eyes.

Imagine the value of that information to someone

just starting out. It’s cutting the learning curve to

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the point where they are steered towards all the

wins and taught how to avoid the losses.

I truly believe that mentors will always be how the

best techniques are passed on, and certainly the
best investment you can make. There is no
competition.

I got further, quicker by having a mentor; with a

landscape that is as diverse and always changing,
like business, I truly believe that it’s crucial to
have a guide. You’d go to medical school to learn
off professionals if you wanted to be a doctor.
You’d go to a driving instructor to learn how to
drive. Why wouldn’t you get a coach to help you
build your business?

Mentors guide you to reach the next level. Nothing

beats a personal mentor because they can
respond to your individual questions, issues and
needs.

Having a mentor can save you years of struggles

and mistakes and prevent you losing out on
income through those same pitfalls. A great
personal mentor can give you expert-level advice,
guide you and help you reach that next tier that
you’re striving for. The importance of a mentor
cannot be overstated.

There are just so many benefits to having a

mentor. You can have your burning questions
answered, get advice, or get a different perspective

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on a strategy or a situation. You can streamline

your improvement into key areas that you would
not otherwise know to focus on. You can speak
with them about concerns or frustrations, add
more depth to your network and talk about
in-depth strategies that you can implement. The
level of guidance from the right mentor, the right
information and the right network is absolutely key
in having the potential for you to grow and slash
the learning curve.

Books are great, but after you’ve finished reading,

please don’t leave your education here.

Mindset

I’m going to start by giving you a mindset shift.

From an employee to an entrepreneur, and help
you overcome your own objections and limiting
beliefs. As an entrepreneur, there is nothing more
powerful than an unstoppable mindset, this is
what the first section will give you.

If you don’t have the mindset of a successful

entrepreneur, it’s very unlikely you will become
one. This is why it’s important we cover this before
jumping into everything else.

Let’s start by sharpening that axe!

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Value-based Pricing

Value-based pricing is one of the biggest mindset

shifts you will need to make when transitioning to
an entrepreneur.

Value-based pricing means that you can charge for

the value you offer to a company instead of how
many hours you work and receive an average
hourly-rate.

Often, people’s first jobs are for minimum-wage or

pretty close to it. In this pricing model, your time
is literally worth the specified amount you are paid
per hour. Perhaps the biggest problem with the
base ‘$/per hour’ model is that, at best it doesn’t
encourage efficient work and at worst, it outright
discourages it.

With value-based pricing; you could easily charge

$5,000 per month to a client if you are offering
them more than that figure in value, profit and
growth. Not only does this promote efficient work
to the best of your ability, it results in more
earnings.

Society has been so indoctrinated in terms of the

‘$/per hour’ model being the only way to earn
money that it can be a revelation to understand
that you can earn far higher numbers for less work
per month as long as the value you provide in

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terms of profit exceeds the number that you’re

charging.

Get it out of your head that the services that

you’re offering seem expensive because that
depends on the context of how big their marketing
budget is and how much you’re earning their
business.

Consider for a moment, a company that earns

north of $1,000,000 per month. $10,000 is not
something that they would consider as a major
investment out of their advertising budget. On the
other side of the coin, there are businesses that
pull in maybe $5,000 a month. Obviously, $10,000
is far beyond their price range. The fact that every
business is different proves that as you work with
a variety of businesses, you will have to charge
based on the value that you can provide for them,
which is often proportional to the size and the
revenue of the business. This remains true
regardless of the workload for you.

The key to understanding value-based pricing is to

look at the most notable cases. For example, Kylie
Jenner can charge $1,000,000 for an Instagram
post because of the sheer amount of exposure
that she can generate for the client. On top of
that, as a leader of so many people, occasionally a
product that she promotes will become a trend,
meaning a huge amount of sales for the client. As
proved by the release and subsequent craze of
several products on her makeup line, she also has

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an audience that consists of a lot of buyers. This

means that when she promotes something, her
audience is big enough and consists of a high
enough ratio of buyers to charge astronomical fees
for a sponsored post on Instagram. Now consider
how long it takes her to do the ad, a lot of the
times it could be done under 10 minutes, or at the
very least under an hour. She can charge that
amount, despite not spending that much time on
it because of the value that she can offer to a
client. You don’t get paid for the 10 minutes
making the post, you get paid for the hours
building the skills.

Remember. You are paid for the value you bring to

a business, not the time it takes you.

The S Word...

At the moment, ‘sales’ may seem like a dirty word

and you may not feel like a salesperson, but at the
end of the day your ability to sell your services,
and equally your ability to sell yourself will be your
greatest asset when you’re trying to land clients.

When your service is good and you believe in its

capabilities, selling turns into an obligation; you
owe it to your prospective clients to tell them how
good the results can be. If you can persuade
people for the right reasons and using the right
strategies, it can help you land client after client.

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When speaking to a potential client, your sales

ability can make or break a deal with them. If you
can sell effectively, then you will never be poor. It
is such a necessary skill for all business owners.

This isn’t a sales and persuasion book but in later

chapters I will be going through some really
helpful and effective sales techniques. Sales
techniques that have been proven to work time
and time again, for both me and my hundreds of
successful students.

Make it your duty to learn this and master it.

You’ll also soon realise that sales is a good word.

You’re not a snake oil salesman trying to grab
every penny from your customers by hard-selling
them relentlessly.

We’re selling the clients on a service to HELP

them. Help them in areas they are struggling. Help
them generate more sales and increase their social
presence.

When you realise that it is in your clients/leads

best interest to work with you, selling becomes
your obligation (And with what I am going to teach
you in this book, you will realise how easy it can
be, too!).

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Smart Work vs. Hard Work

“The top 10 richest people in the world earn more

than the bottom 3.5 billion people combined.”

Take that into consideration when you think about

hard work. These top 10 people don’t have some
secret formula to help them work just as hard as
the entire bottom-half of the population’s
combined efforts. Of course, hard work is integral
to your business, but if you are working hard on
the wrong parts of your business then all your
grinding will yield no results in terms of growth
and profits.

Let’s look at the Pareto Principle. This concept

states that 20% of what you do produces 80% of
your results. So with that in mind, it becomes
obvious that it’s worth focussing on the 20% that
creates the majority of your results.

80% of your results (probably closer to 95%) of

your results come from client acquisition and
that’s what makes you money. You need to be
focusing your effort on client acquisition if you
want the best results. Hard work is important and
you will need to commit but the hours you’re
working need to be spent doing smart work. Trust
me, menial tasks probably aren’t going to earn you
any money. Let’s say you spent 1 hour on client
acquisition tasks such as outreach, or alternatively
you spend 18 hours building your website and

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business cards, what is going to drive more

revenue for you? You guessed it, clearly option 1.
Because you worked on the smart thing, you were
able to earn more because you focussed on what
makes you money instead of trying to grind on
every little part of the business. That is not the
way. The best thing you can do to grow your
business is to judge what your business is made
up of, what aspect of it returns the most profits
and working more on that side of the business
instead of the other, less lucrative parts.

Perhaps one of the most interesting and comedic

tales of Smart Work Vs Hard Work happened
during the space race between the USSR and the
USA.

Throughout the course of their research into space

and the moon, the scientists at NASA realized that
nobody could take notes in space. The ink in the
pen would not flow down to the nib because of
zero gravity. They called a meeting to overcome
this obstacle, as they couldn’t just rely on the
memories of the astronauts. They sat and thought
hard about how they could get the ink to flow to
the end of the pen. Thus, the ‘Space Pen’ was
invented, pressurized with nitrogen at 35 pounds
per square inch and complete with special ink that
was thick, viscous and colour changing.

5500 miles away the Russians had the same

problem and a similar debate about how pens
wouldn’t work in space. Instead of dwelling on the

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fact that ink won't flow properly in zero gravity,

though, they decided to send their cosmonauts
with a pencil, saving weeks/months of work as
well as taxpayers money.

This is the kind of difference that Smart Work Vs

Hard Work can make in your business. If you are
spending lots of time putting all your effort into
the wrong places, then you will fall behind. Always
keep your eye on how you are spending your time
and be aware of whether you are committing it in
the smartest way.

A rocking horse can move all day but it doesn’t go

anywhere. Don’t be a rocking horse.

This is probably a huge mindset shift for most of

you. Everyone always says, “work hard and you can
achieve anything,” - it should be rephrased to
“work hard on the right things and you can achieve
anything”.

This is where I see a lot of people making

mistakes, particularly in the beginning. They are
trying to focus on doing everything instead of the
key parts that will get them clients and get them
results. This is exactly what I teach in this book.

Overdelivering

The best results are the ones that make your

clients stay with you.

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In business, you should always take a results-first

approach. If you are only in it for profit, you are
going to cut corners, invest poorly in your business
and ultimately build a house of cards that is one
blow away from toppling into the dirt.

At its core Social Media Marketing is a service

based business. If you offer a service that is built
on overdlivering for your customers, you will
always win. You will never struggle to gain new
clients and you certainly won’t struggle to retain
them either.

You need to actively take steps to ensure that you

deliver the best service that you can, this can be
done by hiring expert contractors when you build
your team and building great systems. You can’t be
cheap or lazy when it comes to results because I
promise that it will catch up with you. Cheap
contractors will likely get poor results. Poor results
means that clients won’t stay for very long. When
clients don’t stay for long, it means that you lose
predictability of income.

Everyone loves having predictability of income. So

why not strive to achieve it in your business?

Just make the conscious decision now, that you

want to be a results focussed business and that
you won’t make decisions solely on profit.
Spending money on a higher skill-level contractor
means that you can keep better clients for longer.

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It’s a win-win. Providing maximum value means

that you’re developing a positive experience for
your clients and you always want to keep the
client experience positive.

Overdeliver with the goal to be the best agency on

the market. Build your reputation and your business
by being results focussed. If you are going to build
an agency, why not make it the best it can be,
right?

I have two main businesses that I work on. I have

my agency and I have my training business where I
teach my students the SMMA business model and
strategies to build their businesses. I try to add as
much value as possible and overdeliver for all of
my clients and students because I know that it’s
the right thing to do.

Warmer Leads, Higher Intent

I know that cold-calling and cold-emailing works. I

know that people succeed with it every day. But I
also know that in the vast majority of cases, the
conversion rates are extremely low, setting
meetings and closing deals is harder, and the
sales-cycle is much longer than with warmer lead
sources.

This is why I prefer to focus on warmer leads. I

prefer to focus my outreach on businesses that

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are actively looking for help with their social media

marketing and already know the benefits behind
SMM. These businesses don’t need selling on the
importance of social media management or
marketing, they already know. This massively
increases the conversion rates, shortens the
sales-cycle and makes it easier than ever to set
meetings and close deals.

This is why my students have such crazy success,

because the methods I teach are simple and work.
Look at Satrujit, within 3 days of becoming an
Academy student, he landed an $1100 per month
client. Another example is Michael Vargas, when he
became my student 2 years ago, he had never had
any luck with cold outreach methods…
Fast-forward 2 years of taking action on the warm
outreach methods I teach, he has landed in excess
of 50 clients, and it is probably much more by the
time you are reading this. I have countless other
success stories and results that prove this method
works, which we will go into throughout this book.

The reason I tell you this is to not only motivate

you to see what is possible, but to show you these
methods are tried and true, and simply work.

The warmer the lead, the higher the intent. The

colder the lead, the more random the intent.
During the whole time I have been running my own
agency I’ve not needed to focus on any cold
outreach and have landed all my clients via the
warm outreach methods I teach you in this book. I

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don’t just teach these methods, I practice what I

preach on a daily basis.

That is the power of the business model that I

teach: you get a great blend of high intent and
volume.

It makes me laugh when people say that they

think sites like Upwork, PeoplePerHour and
recruitment sites are saturated… There are literally
hundreds of thousands of jobs per month posted
on these platforms, all of which with one thing in
common. They are looking for help with their
social media marketing.

The truth is, if you’re consistent with outreach,

you can land clients. I’m going to do everything
within my power to make that a reality for you, if
you put trust in the process and methods I teach, I
am going to put my time and energy into you too. I
want YOU to be my next success story.

Social Media Management and Social Media

Marketing

In the business model that I teach, these are the

two main services that you will be providing. Let’s
talk through them and discuss the differences in
the two.

What is Social Media Marketing?

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Social Media Marketing is when you run ads on

social media to generate new customers and/or
leads for businesses. The main way we do this is
with Facebook ads. This side of the business deals
with paid traffic.

In this side of the business, your clients will pay

you the retainer that you charge as well as
providing money for ad spend. To be clear, the
client pays the ad spend and it is separate to your
retainer. In most cases, they will pay your retainer
to you and then link their card to their Facebook
account which you will charge when running ads.

You can normally charge more for this service as

you can achieve a tangible ROI.

The cycle for this is as follows:

1. You close the deal with the client and you

get paid upfront.
2. You brief your contractors/team (I will
show you how to find these people for free
later in this book).
3. Your agency runs ads for the client to reach
potential customers.
4. Bring in paying customers for the client.
5. Keep the client happy and retain them for
as long as possible, this will allow you to
continue getting paid every month.

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As you can see, this service is focused more on

paid marketing and generating customers.

What is Social Media Management?

Social Media Management is responsible for the

production, posting and (you guessed it)
management of social media accounts for
businesses. Businesses nowadays don’t exist
without a good social media presence and more
than ever, companies are outsourcing this aspect
of their work to agencies like ours. Unlike the
Social Media Marketing of the business, there is no
tangible or visible ROI (Return On Investment) with
this side of the business; your agency is paid to
take the work off the client’s hands and do a
better job in the process.

Social media management, especially with

businesses that need help (warm leads, that I
reach out to) know that they want to outsource
the work to an outside agency or freelancer. This is
often a long term play. This really helps build the
brand, social media presence and offer a chance
to give the company some personality on social
media.

This service consists of mainly creating content

designs, writing captions, making the post on
social media, and growing the accounts.

The cycle of this is as follows:

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1. You close the deal with the client and get

paid upfront.

2. You brief your social media management

and content team.

3. Your agency manages the social media

pages of the client which helps increase
their brand awareness, social proof,
authority, To Remain Top Of Mind and Boost
Online Presence.

4. Keep the client happy and retain them for

as long as possible, this will allow you to
continue getting paid every month.

As you can see, this service is focused more on

building an online presence and posting regular
content to stay top of mind. This doesn’t always
generate an influx of sales, but as we know, it can
build brand awareness and tell the brand story.

On the note of this, people always ask me ‘Brad,

who creates the content? Do you have to go into
the business and take photos, or do they send
content?’

The simple answer is that it’s different with every

client. I’ve never photographed or done any type of
in-person content creation for a client, it’s not
necessary. Normally what happens is the client
will send photos, and we can also create designs
ourselves using software such as Canva.

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When I show you how to hire a social media

manager later in the book, we will make sure we
hire someone with design skills. I will discuss the
type of content you can create for your clients
later in this book, too.

To recap:

Social media marketing is a service that focuses on

generating customers using Facebook Ads.

Social media management is a service that focuses

on posting content and building social media
presences.

Building Your Network

In addition to having mentors, I also advocate the

vital importance of who is in your network and
who you are spending the most time around.

Having a network of driven and successful people

that were in the same industry as me benefited me
massively in the beginning of my entrepreneurship
journey.

Some of these people shared ideas and taught me

things that completely shaped the first iterations
of my businesses. Now I’m in a position where I
can pass on that knowledge to my students and

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I’ve had a few of them reach the point now where

they can mentor others.

I’ve had students like Michael who has landed over

50 clients and has become a good friend. He’s in
my network; he started as a student and has used
my methods to gain success in his own right.

Networks are so important because the people you

surround yourself act as a filter for all of the
information that you come into contact with. If
you surround yourself with lazy people who only
focus on short-term spikes in their business or
only rely on sales activation instead of building a
renowned and reputable brand, then you will be
hearing information that relates to being lazy and
cutting corners more than you would if your
network was surrounded by people with long-term
strategies in place. As you can see, this isn’t just
about the negative habits that you could pick up,
it’s also about the positive strategies that you miss
out on.

Networks are more important than anyone gives

them credit for. The company you keep will always,
ultimately, have an effect on who you are and who
you will become.

I love the analogy of the fruit bowl…

If you put a fresh apple into a bowl full of rotten

fruit, then the rot spreads to the fresh apple. No

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matter how fresh the apple is, if you surround it

with rotten fruit then it too, will become rotten.

If you only surround yourself with people who are

cynical and negative about you starting your own
agency, that will have an effect on you. Instead,
imagine you start spending more time with people
on the same journey. You spend time with people
who believe in you, people who are willing to give
you advice and help you build your business. What
do you think will happen?

This is the exact reason I built the Academy

Program.

I know this saying is overused but it is so true.

Your network is your net worth.

Improve your network and you’ll improve your

income. If you spend time with higher-level
thinkers, you will start to see things from a higher
level, too.

I want you to start connecting with other business

owners or aspiring entrepreneurs, and building
your network immediately, I really can’t stress
enough the importance of this.

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Self-Investment to Cut the Learning Curve

Investing in yourself is the best investment you

can ever make. “Investing in your education” may
seem like a hint to go to college but it’s actually
not, especially if you want to start a social media
marketing agency. This is coming from someone
who has both been to University and runs a
successful agency, I can confidently say that
nothing I learned in University has benefited me
when scaling my agency. As Jim Rohn said,
‘Formal education will make you a living but self
education will make you a fortune’.

Learning from others, especially experts in their

field, cuts the learning curve. If you are reading
this book I think you already believe in
self-education, but I just want to urge you to
continue to invest in yourself. Invest into more
books, courses, mentors and events. If you
continue to learn and improve yourself, you will
never struggle to scale your business.

For a fraction of the cost of a college degree, you

can learn from the leaders of a field. I mean damn,
this book cost you the same price as a couple
overpriced coffees. If you take action on
everything in this book imagine the ROI you can
achieve. It’s truly crazy if you do the maths behind
landing just one client.

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When you pay for something you make a

commitment to it.

Mentors, courses, events, books, whatever it may

be, it is a good idea to start investing money and
time in these places, if you’re serious about
pursuing this path. I cannot stress enough the
importance of this.

People discuss investing in different areas all the

time but I promise you, the best investment that
you can make is in yourself.

The money you will invest in yourself will always

stay with you.

My Promise To You

When it comes to having me as your mentor, I can

honestly say with confidence that nobody in this
industry cares more about your success than I do.

I care about your success and I am personally

invested in each and every one of my students. I
provide support to everyone enrolled in any of my
books/programs.

There is a reason my students get such fantastic

and consistent results.

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If you EVER need anything at all, I want you to

reach out to me. There is a contact page at the
back of this book that has all the places you can
reach me. Myself or someone on my team will
always be happy to help.

There is no question too silly and no problem we

can’t help you overcome.

You’ve invested into this book and have made a

commitment to my methods, and in return I’m
invested and committed to your success.

That is my promise.

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2. Client Acquisition

Client Acquisition

As a business owner, a lot of your time should be

spent completing IPA’s (Income Producing
Activities). The main IPA you can pursue in this
business model is client acquisition. The more
clients you get, the more money you can make.

Let’s talk about something that is probably on your

mind right now, landing your first client. The first
client is always the hardest client to land. Having
no previous clients to set you apart from others
with solid results as proof of what you can
provide. Don’t be disheartened, I will be teaching
you methods in this book that will increase your
authority and drastically improve your ability to
provide a great service and value to your
prospective clients. I have had several students
that have used the same methods I teach in this
book to land clients in their first few days (this has
happened time and time again). I want to let you
know this now, so you can put this limiting belief
to bed. Remember, every expert was once a
beginner and had no clients, everyone who has any
business always had to acquire their first
customer. Luckily, with the methods I share in this
book, I’m giving you the blueprint to make it as
easy as possible for you.

Are your limiting beliefs fast asleep now?

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Great. Let’s move on.

There are two different types of leads you will find

when pursuing clients, warm leads and cold leads.
The warmer the lead, the more likely they are to
pay you for your service; converting cold leads into
clients is no small feat. A cold lead is anyone who
has not shown interest in your product and that
you have reached out to. A warm lead is someone
who has shown interest and is therefore more
likely to be a buyer.

In previous decades, if you don’t consider

word-of-mouth, the only choice was to market to,
what was essentially, cold traffic. Leaflets, flyers
and TV commercials were the main ways to reach
people. Perhaps advertising in magazines and on
certain TV channels scoped in on a certain
demographic that were more likely to buy or need
the product but they are still cold leads because
you cannot guarantee that they need your service.
This is the difficulty with cold-calling- getting
people who haven’t shown previous interest in
your services or products to change their mind
and commit to spending money on you is a
difficult sell and you are going to have to use
effective sales techniques to convert them into a
client.

Nowadays, in the internet era, you do not have to

resort to converting cold leads as much as was
necessary in the past. We have the luxury of
platforms such as freelance websites, recruitment

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sites, social media sites and many more warmer

outreach options.

The importance of outreach and client acquisition

cannot be overstated. You can provide the best
service in the world but if you don’t focus on
obtaining clients who will use it then it is all for
nothing.

The outreach strategies I use are based around

warm leads, potential clients that need help with
my services. After you’ve landed several clients
and have previous data, referrals and testimonials
are your best friend, too. Personally I have had the
most success with freelance websites, LinkedIn
and recruitment sites. Connecting with people on
these platforms is paramount to building up your
client base.

In this chapter I will be guiding you through a

variety of outreach options. Everything from
LinkedIn, Upwork, Guru, Facebook Groups,
PeoplePerHour, and many more. You don’t have to
rely solely on one method of lead generation, if
you focus on working on as many as you can
effectively, it will only be good for your business.

Upwork And Freelancer Sites

The majority of the clients I have worked with over

the years have come from Upwork and other

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freelance websites. People often sleep on these

platforms as they see them as a place to only get
low-ticket clients for your freelance business. This
couldn’t be further from the truth.

Upwork and other freelance websites are a

lead-generation source for your agency that you
simply cannot sleep on. They should be treated
just as serious an outreach method as
cold-calling, cold-emailing or LinkedIn.

You can create accounts and sign up on these

websites free of charge, and have the opportunity
to reach out to thousands of warm leads every
month. Businesses create hundreds of thousands
of job postings on freelancer sites every year and
need professionals to be able to complete a
service for them. This is where we come in,
businesses need help with their social media
marketing, and we can reach out to them.

I recommend you sign up and create accounts on

all of the main freelance sites. I suggest that you
use these freelancer sites to your advantage to
gain access to all of the warm leads you can find.

Once you have signed up, you want to create your

profile depicting yourself as a social media expert
and reach out to businesses in need of your
service. You may be thinking, “I don’t know if I can
consider myself as an expert,” but if you learn all
the skills and apply all the advice in this book
about social media marketing then you will be

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soon, it is only a matter of time. Positioning

yourself as an expert in a field is very important,
even if you are just starting out. Later in this book
we will touch more on authority and dive deeper
into this topic. You want your clients to trust that
they are in safe hands.

I also want to make something very clear. When

creating freelance profiles you are forced to have
an hourly rate. Don’t worry, you won’t be working
hourly for anyone, you can treat it as a
placeholder. When we price our services to clients
we do it the same as we would any other meeting,
just on a monthly retainer basis.

From there, once your profile is complete, then

you can start applying to jobs. You can search for
keywords such as ‘social media marketing’,
‘facebook ads’, ‘social media management’, ‘social
media’ and more, into the search bar at the top.
This is the same for any freelance website, not
just Upwork.

From here you will see thousands upon thousands

of job posts come up. These job posts are put in
place from business owners looking for help with
their social media marketing and management. We
can then simply search through the jobs, find ones
that seem a good fit, and reach out to them
directly with an outreach message. It is as simple
as that.

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At scale, you can also automate this whole

outreach process by hiring a VA to do this for you.
I have this in place for my agency and I wake up to
messages and responses every single day without
doing any of the work myself. Pretty cool, eh?

We’ll go into hiring VAs and experts later in the

book and those sections will discuss how to
remove yourself from the business so that you can
work on your agency and not in it, so that it can
function without you; giving you more time to
focus on other things.

Once you do the outreach, you simply have to wait

for responses. Most of these freelance websites
have messaging platforms you can use to
communicate with prospective clients that
respond to you. From here the goal is to try and
get them on a phone call so you can find out more
information and close the deal, or simply close the
deal with a few carefully crafted back and forth
messages. We will discuss more about closing via
message and how to close in meetings in the sales
section of this book.

With freelance websites, it is very important that

you track the amount of outreach you are doing
and the amount of responses you are receiving. If
you notice you aren’t getting a large amount of
replies, you can make some tweaks and changes
to your profile and your outreach message.

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If you don’t get responses immediately, it may be a

simple case of changing your hourly rate, making
some changes to your profile photo, updating your
bio, changing the introduction line to your
outreach message etc. I would aim for a minimum
10% response rate on these platforms. Meaning if
you do 100 outreach, you can expect 10 responses.
If you achieve less than this, even as a beginner,
you may need to make some updates or changes
to your profiles.

There are several freelance sites that you can use

and you shouldn’t limit yourself to just one.
Maximize your sources of lead generation and
you’ll make more money as a result. These sites
have search bars and filters, making it easy for you
to refine the list of jobs related to social media
services that you can provide.

I also recommend that you switch up your

keyword search. Searching ‘Facebook Ads’ will
bring up an entirely different list of jobs than
searching for ‘Social Media Marketing’. Different
businesses mean different leads, so diversify your
search on the platforms and you will have more
leads to reach out to.

It’s easy to get caught up looking deep into

everything on these sites. ‘Should I apply to this
job?’ ‘This one is entry level, does this mean they
can’t afford my services?’ ‘This client doesn’t have
any reviews, should I not apply?’. Ignore all of
those doubts that jump into your head, simply

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apply to everything. More outreach = more clients

= more income. There have been many times I
have reached out to businesses who may not
seem a great fit on the surface, but they actually
turn out to be a great fit and long term clients of
mine. If you don’t reach out to the lead in the first
place you have even less chance of closing the
deal, so don’t overthink it. If you get a response
and it turns out you aren’t a great fit, it’s no big
deal, move onto the next. Keep it simple.

If you want real results, I recommend sending at

least 10-20 outreach per day. You can’t just do 10
outreach a month and expect to land a client, you
need to put the work in upfront if you want the
rewards.

This method truly works, not only for me, but also
my students. I have helped my students land
thousands of clients using this exact approach.
The success rate is crazy. Don’t sleep on it, you are
only cheating yourself.

I want you to make it a priority over the next few

days to get yourself setup on Upwork and these
other freelance websites.

Recruitment Sites

You can leverage recruitment sites as a platform to

find clients for your agency.

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Just type in the keyword social media marketing

or social media management and find all of these
businesses looking for someone that can provide
the service that your agency specializes in.

You can then look through the results, find the

business name or the website, find their email on
the site and make contact with them, saying that
your business can help theirs, if they are
interested. You should mention the benefits of
hiring your agency instead of an employee; no
need for training, pensions, cheaper, no holiday
pay, work for 52 weeks a year etc.

You use these benefits and the fact that your

agency specializes in social media
management/marketing to sell your services. You
can reach out to these businesses with a simple
‘Have you considered hiring an agency?’ message.
List some of the benefits mentioned above in your
email, and you will find several businesses will be
interested and would be open to discussing it with
you.

There are so many places to find warm leads

looking for your services that there is no need to
focus purely on cold outreach anymore.

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Linkedin

Linkedin is basically the Facebook equivalent for

business professionals. There is a lot of spam on
Linkedin, lots of people want your business. This
means that you have to be different and definitely
not spammy; stand out by being new, refreshing
and different in a positive sense of the word.

You can find marketing managers and business

owners easily on this platform.

If you content search, you can find people that are

looking for help in a certain area.

LinkedIn is getting a bad reputation for the

spammy nature of so many of its users but this is
where you have to stand out. Design a great and
compelling profile that you can be proud of.

I have a really top secret and high converting

method to get warm leads with LinkedIn. You can
access this 40-minute training inside of the
Academy Program. Get access to your training
here: https://bit.ly/SMM-Academy-BR

Facebook Groups

Facebook groups are another great way to get

clients. However if you go into a Facebook group
and then start selling right away without building

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any rapport, then you will most likely get kicked

out because it's spammy, so you want to avoid
doing this.

Instead, what you can do is become part of a

community, offer value, generate interest and
then, when you are familiar with the group,
whenever people have an issue, you can provide
your service and solve it.

For example, if you wanted to find real estate

agents, then you would join a Facebook group full
of real estate agents.

You would relate to them, offer them value and

build rapport with the people involved. Offer free
value posts in the group about how they can
generate incredible results with social media
marketing, and where possible, show actual
results.

At this point, once you have conveyed that you are

a helpful and knowledgeable figure that is able to
solve problems for businesses, when someone has
an issue, you can step in and solve it. The same
technique can be applied to any other niche. Be
where your prospects are, offering value and
developing connections.

Become part of the community and offer value

before offering any service. Provide information on
how to do it themselves, but understand that a lot

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of them won't have time or experience, so they

may call upon your help.

Any time someone asks a question to you, or

related to social media marketing in the group,
then you can DM them privately and take the
conversation off the group. Here is where you can
push for a call, and offer your services.

This outreach method is a slightly longer-term

play, but can work absolutely fantastic if you do it
consistently. Remember, bring value first, be
helpful and peak interest, then you can take the
conversation into DMs and onto a phone call.
There are thousands of Facebook groups online
filled with business owners, all you have to do is
take some time to find them.

Other Outreach Platforms

I could write a whole book based on outreach.

There are just so many platforms that you can use.

There’s Upwork, LinkedIn, PeoplePerHour, Guru,

Groupon, Bark, Toptal, Freelancer, Facebook Groups,
Social Media DMs, and many more.

On my YouTube channel I have tutorials on many

of these topics, so if you haven’t yet, be sure to
check them out. Unfortunately I don’t have the
time to dive deep into every single one in this

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book, which is why I made sure to cover my

most-recommended methods in this chapter. The
methods I have covered in this book have
produced the best results for both myself and my
students.

The key with outreach that I want you to

remember is that you need to be doing a lot of it.
Too often, I hear people saying they are struggling
to get their first client, so I ask them how much
outreach they’re doing and they respond with 1-3 a
day. I built my successful SMMA by reaching out to
10-30 a day minimum. It’s a numbers game and
with a template, there really isn’t any reason why
you can’t do this. If you’re nervous right now,
thinking that applying for 10 jobs a day is a lot to
take on, then my words of encouragement are that
these deals could be worth $500-$5,000/per
month, and they could stay with you for years. You
can do this amount of outreach in no more than a
couple hours per day.

The great news is, everything I have taught you in

this chapter doesn’t require anything more than a
PC and an internet connection, you aren’t required
to cold call and you don’t need to be the most
confident. I like to keep things simple with my
SMMA model, so in essence remember all you are
doing is finding businesses and you are reaching
out to them with a simple message. It doesn’t
need to be more complicated than this.

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Always remember, whether you get a Virtual

Assistant to do it or whether you do it yourself, the
more outreach you do, the more chance of landing
a client you have.

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3. Sales & Pricing

So far we have covered the most important part of

this business model, which is outreach. Now we
have the leads coming in, we are getting responses
and we are starting to set meetings, what is the
next step?

The next step is to close the deal by pricing and

selling our services correctly. I want to start by
covering some key sales and persuasion
techniques, then we can cover the specific
structure of the meeting and how you can price
your services. Let’s jump into it.

Logical and Emotional Selling

People are driven, when it comes to life as well as

business, by two main things: logic and emotion.
Emotion and logic, as you would expect, are run by
two different parts of the brain. The left side deals
with logic and reasoning whereas the right side
controls emotions and feelings. It literally means
that in sales, you’ll have to sell in two parts.

The human brain is obviously one of the most

complex things in all of the universe, but it can
also be guided with relative ease if you have
mastered the art of persuasion. To do this, you
need to be aware of the fact that you will always

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have to make the person believe what you’re

saying from both a logical point of view as well as
an emotional point of view.

This has a great connection with business because

people always associate money and emotion.
Imagine, or remember if you can, not having
enough money for a basic human need.
The logic side of your brain is doing calculations to
see how far you can stretch the money you have.
The emotional side of your brain is imagining
consequences of not having enough money, it is
likely making you feel emotional.

Pretty much the entire human civilisation works

with a currency of some thought. We trade value
for value. Any transaction you can think of
consists of someone with a certain value, usually
money, for another object/concept worth a value
that they want or require.

The goal of sales and persuasion is for you to get

someone to feel like they want or require
something that you can give to them (obviously as
long as they do require and can benefit from it).
When combined with the fact that we know that
there are different areas of the brain that deal
with human thoughts like logic and emotion; we
know that there is more than one sale that we
have to justify for every individual person.

The practice of being a good salesperson is to

justify two versions of the sale; one from a logical

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standpoint, the other from an emotional, personal

standpoint.

Always be aware of whether you have sold your

client both logically and emotionally.

Example:

Logical: If I get you x amount of leads for y price,

it will easily pay for our services and you’ll get a z
ROI (Return On Investment).

Logical: If we generate you x amount of followers

every month, we will have y followers by the end
of the year.

Logical: If your customer LTV (lifetime value) is x

and I get y amount of leads/customers for you per
month, then I would be worth z.

Emotional: Imagine being able to open a second

store with the profits that this could make
you/Imagine being able to spend more time with
your family, knowing that this is taken care of for
you.

Emotional: Imagine having the opportunities to do

x and y with the extra money.

Emotional: What would you do with all your new

free time?

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If you look into learning sales, one phrase crops up

more than most others and that is: “People love to
buy but they hate to be sold.”

People love to buy, all of the time. Billions in

worldwide currencies are spent every day. People
have no problem with parting with money. Chalk
this up to any number of reasons, it could be the
fact that we live in a largely capitalist world, for
the most part. It could be that there are just so
many great products that we feel like we need. It
may be that everybody is drawn to a variety of
hobbies and feels the want or need to buy things
for that.

Whatever the option, people buy and buy and buy.

This is also true for business owners, they often
aren’t afraid to invest into their business if they
truly believe they can get a return on their
investment.

This is why it is important to learn how to

emotionally and logically sell, so we can get them
to believe in our agencies and the services we
provide, so ultimately we can help them get
fantastic results, and make some money at the
same time.

Just like any other purchase, when a business

owner is considering your services, they will buy
on emotion and justify with logic. This is why you
need to cover both areas in your sales process.

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Just be mindful of this when you are next on a

sales call.

Authority and Confidence

If you believe in your product and your abilities,

you will feel confident. You need to trust in your
product and service because if you don't, then why
would your prospects/clients believe in you either.

Perception is everything in business. How people

perceive you, is how you are. You need to come
across as a person of importance because if you
appear as a figure of authority, you will not only
gain more respect from your clients but you will
earn more money along the way. Respect yourself
and clients will respect you too.

Remember, you are a business that is willing to

help their business by providing them with your
service. They need YOUR help, not the other way
round.

For some people, being authoritative and confident

is hard. Growing up, I had extremely low
self-confidence. The single biggest change for me
was realizing that I knew I was here to help them.
I knew my goal was not just to try and make
money for myself, my goal is to help my clients get
the best results possible and ultimately solve their
problems.

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When you know that THEY need YOU, you have no

reason to not be confident in yourself and believe
in your products/services.

You are there to help them achieve their goals, and

they need your help. They have a problem, and you
are the solution.

Own the authority and confidence and you will be

respected.

I’ve compiled a list of simple things you do as a

beginner to help build your authority:

1. Have a website.

2. Branding and logo design. On Fiverr you can

get a simple logo created for $5. You can
then add this logo to your contracts,
invoices, reports, website etc. This will add
more professionalism to your business.

3. Have a calendar booking system. You can

use a free tool such as Calendly to have a
calendar in place. You can send this link to
your prospects so they can book a call with
you. This helps with authority because
normally people who have a calendar are
respectful of their time and busy people.

4. Build a team of contractors. Having a team

and an agency automatically has more
authority than being a freelancer.

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5. Register your company on google my

business. This will help you show up on
Google when people search for your
business.

6. Have a domain registered email. When you

purchase your website domain, make sure
you set up an email to go with it. You can
have something such as
[email protected]. This is a lot more
professional than something such as
[email protected]

7. Get an email signature. A website such as

mysignature.io to get a free and
professional email signature in place. This
will give your emails more authority.

8. Take a professional profile photo. If you

look professional, people will take you
seriously. Pop on a nice shirt or dress, and
get a friend to take a photo on your phone.
A professional image will always give you
more authority than a photo with you on a
night-out with your friends. You can use
this on your freelance sites and social
media pages.

Obviously there are more things you can do, but

these are all the things you can implement today,
from day one. If you take all of these steps then
you will be improving the appearance of your

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brand and the perceived value of your business.

This will give you more authority and confidence
to help you charge more.

Start taking on these things immediately.

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Persuasion & Sales Techniques

This is such a massive topic that people have

written entire books, hundreds upon hundreds of
pages, on how to become a master of persuasion.
This is not a book on persuasion, but I do feel it
necessary to include a few of the most important
techniques that, if you use in your sales calls, will
definitely help you close more deals.

A lot of people see persuading leads or clients to

do something as a bad thing, this is particularly
common with people who are new to
entrepreneurship or not in business. Just banish
that thought right now- it is not true.

What is bad, is using the power of persuasion to

do something that either does not benefit them or
outright damages them, causing detriment to their
life or business. It is not a bad thing to persuade
clients or leads to do things your way.

It is also not a bad or immoral thing for you to

persuade them to pay more, or most importantly,
persuade them to trust you. Persuasion is not bad.
It is, in fact, perfect for the client to relinquish
control and be able to trust you enough to help
them, providing they stand to benefit from it.

Perhaps the best example I can give for this is by

treating persuasion skills like a superpower. Who

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are the two types of people that have

superpowers. Heroes and villains.

Be heroic and use persuasion to do good in the

world because the people that don’t are
manipulators and scammers- people who ruin
others peoples’ lives for their own gain.

With that said, let’s get into some techniques that

you can use to create a mutually beneficial
partnership between you and a prospective client.

Micro-commitments are a great start to a

persuading sales strategy in a meeting. If you can
get your prospective client/lead into a “Yes”
mindset then they are more likely to agree on the
final deal because their psychology has already
been shifted by the time that the pitch comes to
an end.

The more commitment you get, the more likely you

are to land the deal. As the client agrees to
smaller commitments, they end up deeper and
deeper inside the “Yes” mindset and by the end of
the meeting they are so invested into you and have
committed to you. Get them to say “yes” as much
as possible in the meeting. Get them to sign a
contract.

Get access to their social pages or access to an ad

account. All of these acts of commitment will
move you nearer and nearer to the close. As soon
as you get your foot in the door, it stops you from

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getting shut out. The foot-in-the-door technique is

crucial as it essentially states that an initial
micro-commitment helps set you up for the close.

Getting a small yes to begin with helps you get the

big yes at the end. If they can say yes to a
micro-commitment in the beginning then it’s
easier to get the commitment at the end. Ideally it
is a payment, but if that doesn’t happen at the
very least, you need to finish every call with a
commitment for another meeting.

Another concept is called anchoring and is most

effectively used when you’re discussing pricing.
Anchoring can be used as a way of lowering the
perceived cost of your services.

Here is an applicable example of this:

‘Hey John, normally I would charge $2,000 per

month for this service, but because I really want to
work with your business I’m happy to move forward
at only $1,000 per month if you move forward
today’.

All of a sudden, $1,000 per month seems less

expensive in comparison to the anchor price of
$2,000. Realistically they may have actually just
paid your regular price; but you have created
instant demand by offering a perceived cheaper
deal.

Let’s look at 2 examples:

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“Usually I charge $2,000 but if you commit to a

three-month contract today I’ll only charge $1,000”.

“Usually I charge $500 but for you today it’s

$1,000”.

Same price. Different perceptions.

The latter is almost offensive whereas the first

example is a fine display of anchoring. It’s the
difference between feeling like you’re getting a
good deal or a bad deal.

Social proof is massive when it comes to

persuasion. At the end of the day, so many people
are just sheep when it comes to following trends.
If people notice that something is followed or liked
or even spoken about by others, they are more
likely to check it out too. In an applicable example,
let’s say you take testimonials, reviews and
previous results (if you have them) that you can
show to a business owner. These act as proof you
can get results in the service you offer, and will
help justify their decision to work with you.

You should note that social proof is something you

need to master and make work for you. If you have
achieved something amazing with a client then you
should get a testimonial from them and use it as
social proof. This will help you get more clients
because they will be interested in your work and
your abilities. This is why it is absolutely key to

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make sure that you complete high quality work so

that you can stand out from the crowd.

This is never more true than in the case of

freelance websites. On these websites, your
reviews and testimonials will end up speaking for
90% of your profile. These will help you change
your power status in regards to searching for
clients. This is known as the ‘Power vs Force’ Rule
and it essentially means that if you are in a
position of power then people will come to you,
asking you to do jobs for them, instead of you
being forced to go out and search for them. The
more successful you are, the more powerful you
are, which results in you getting more leads; the
cycle continues as your success scales.

Another important aspect of social proof, is using

your high-quality, established work for clients to
get referrals for more clients- once again, this
means that you will be in a position of power
because people will get referred to you. You may
not have results yet and that’s fine, this book will
show you how- but if and when you do get them,
use them!

Reciprocation and the positive, psychological shift

it causes can be worth so much in terms of
persuasion. Quite simply, if you do something good
for someone, they feel compelled to be generous
in return. When you do something nice for
someone, or something helpful for someone, they
often see it as a sign of friendship, loyalty or

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respect. When you show respect for someone,

they will nearly always show respect towards you.
This means that you’ll have an advantage over all
the competition, meaning that they are more likely
to work with you. It also means that your
prospective client gets some value from the
conversation too. A recurring theme in this book
and something that I will always believe is that you
should provide value to people in business, even
before they pay you.

For example, if you take the time to film a video

audit of a prospect’s social media and send it to
them, they may watch it and see the time and
effort that you are willing to put in. They may feel
the need to reciprocate the effort and then take a
meeting with you.

Create urgency and scarcity.

People do not want to miss out on things, whether

these are deals or opportunities. Creating scarcity
immediately creates urgency and it really helps to
convert on the close. When closing a client, you
may want to say that you are only taking on one
new client this month. You may also want to say
that you have more calls later in the day but (if
you feel like it is a good fit) you will cancel them
as soon as they pay, because you really like this
opportunity.

Then send them an invoice over for them to pay

on the call. Another option is to give them a slight

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discount if they take action and pay on the call,

you can do something such as ‘Hey Joanne, I
normally charge $1,500 per month, but if you are
happy to pay now whilst we are on the phone we
can go ahead at $1,000 per month’.

The amount of people that you will close with this

technique is insane and it is all thanks to the
psychological reaction to the potential of missing
out. You have to make them feel like they need to
act, like their attention and action is required. This
is what separates you from the people that they
won’t reply to. Create a sense of scarcity, like your
services and skills aren’t going to be available at
every opportunity.

If you don’t make them feel like they need to

respond then chances are that they won’t. Get the
commitment by leveraging scarcity and making the
opportunity of working together too tempting to
pass up on.

One of the best tips I can give you is to actively

listen and never give unsolicited advice. It may
seem counterintuitive to let the other person talk,
especially if you’re trying to persuade them that
you can help- but while they speak just listen. And
don’t just sit there, be present while you are
listening. Let the other person know that you are
part of the conversation without talking.

Nod, write down what they’re saying, agree with

them, look at them but do not interrupt them.

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Once they begin speaking, let them finish and even

then don’t offer advice. Instead, ask if they would
like some advice. They will say yes 99.9% of the
time and it makes you appear respectful and
courteous. If and when they do say yes, explain
what is on your mind without being patronizing.

Implementing this whole ‘tip’ into your

conversations means that they are more likely to
trust you. Trust is one of the most powerful tools
you can have in persuasion but you will have to
earn it first, before you can use it. Please, do not
think that this tip is exclusive to business
conversations- use it in your life every day and I
promise you that you will see a massively positive
outcome.

Pricing

Before we jump into the meeting structure and

how to close deals, I think it is appropriate to
discuss how you should price your services. As I
said earlier, value-based pricing is the most
important concept for you to understand when it
comes to pricing your services.

One of the biggest mistakes that new

entrepreneurs and salespeople make is that they
are scared of the pricing. They don’t understand
that when they’re nervous about naming the price,
that their energy bleeds into the room, the calls or

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the messages that they send. Business owners can

feel your uncertainty. You need to get to the stage
where you are confident in your pricing strategy
and know your value.

There are several pricing strategies and options,

and ultimately, you can price your services
however you want. There is no ‘right’ way to price,
it comes down to what is ‘right for you’. But I’m
going to share with you now how I price my
services.

In terms of price, for Facebook ads, the minimum

you should charge a client (in my opinion) is $1,000
per month, but if it is a bigger business then you
can easily charge up to and in excess of $5,000
per month. You have to consider the potential
value you can bring to the table.

If you have a prospect who runs an ecommerce

store that currently makes $5,000 per month in
revenue, you are most likely going to struggle to
charge any more than $1,000 per month. Let’s say
you approach another ecommerce store, but
instead they are making $50,000 per month, it’s
very likely you can charge closer to the $5,000 per
month mark.

I have no secret formula or strategy for working

this out, I simply work out the size of the business
by asking the prospect, looking at the potential
value I can add, and then state a fair price.

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Over time you will get more experienced at this

and be able to feel the fairest price from their
responses to your questions. Something you have
to understand is that if you price high, you can
always come down in price and negotiate with
your client to find a number that fits more within
their budget. I don’t recommend always pricing
high and letting your services be knocked down
and I definitely don’t recommend doing the same
amount of work for a lower price.

If your fair price is too high for a client, so you

have to lower it, I typically offer them a smaller
amount of work in return. If they can’t afford daily
posts and growth for $600. How about $500 and
we can drop the growth, or I can do a post every
other day for $400. It damages your authority,
particularly when pricing on the call, to just drop
your prices down without making a change to the
service. If you are ever unsure, a safe bet is to
price somewhere between $1,000-$2,000 per
month.

For social media management, I typically charge

between $400-$1,500 per month, depending on
what the company wants, with the average client
being around $500-$600 per month. As you can
see, this business model is extremely scalable,
with my team being able to handle so many of
these low-maintenance clients.

Additionally, management jobs are, for the most

part, long-term relationships, which works

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perfectly for predictability of income in my

business. I have closed social media management
deals in excess of $2,000-$3,000 per month
before, but these are quite rare when starting out.

You can change and adjust your price on the

amount of posts per week. You may price at $600
per month for daily posts and growth, but then
$400 per month for 4 posts a week.

What you really have to consider with price is your

cost. We discuss team building and software later
in this book, but if you know your cost and
outgoings for team and other expenses, you can
work up your price from there. It has to make
financial sense for you, and it should be a win-win
for both parties.

Meetings

As a mentor to many people in this industry, the

meeting seems to be the one thing that my
students fear the most. They fear they will mess
up, they will get rejected, they fear the prospect
wont take them seriously, they fear they will say
the wrong thing... The truth is, the meeting is just
a chat with another person to see if you are a
good fit to work together.

People work themselves up about the thought of

another call with a business owner, when in reality,

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if you know what you are doing it can be very

stress free and simple.

In this section I am going to walk you through a

simple and effective meeting structure that I have
developed in my years of running a successful
agency. The best thing is that this structure is very
easy to follow and has been proven to work time
and time again for myself and my Academy
Program success students.

Although simple, it is really important that you

master this part of your sales process. If you can
have more successful meetings, you will have a
more successful and profitable agency. Let’s get
right into it.

The Structure Of The Meeting

The meeting, no matter how much you work

yourself up for it, is just a chat. That’s all it is.
Obviously, the first call is always the hardest and
most nerve racking, but my goal in this section is
to make it as easy as possible for you.

I like to add a little structure to my sales call

because otherwise, it’s a little too easy to end up
wasting time or to take it in an inefficient
direction. In order to successfully apply the
techniques we have discussed and close in a

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natural way, you want to keep the conversation as

close to this structure as possible.

It is perfectly okay to deviate from the script from

time to time; it’s there to give structure, not trap
you. We’re business owners looking to close deals,
not telemarketers that flail every time an
interaction goes off-script. Just make sure every
time the call goes in another direction, we bring it
back on the trajectory it needs to be on.

The structure that I use is full of all kinds of

different techniques and angles. The important
part is that you maintain your position as a figure
of authority throughout the call. Practice and learn
this before your call, and even have this in front of
you if you need it.

As with everything I teach, this meeting structure

is simple and effective, especially when mixed
with the warm outreach methods I teach. Let’s
take a look at it.

Stage 1: Rapport

I like to start by building rapport. Ask them a few

questions, nothing complicated, just a few simple
ones like “how are you doing today?”. This part
should be mostly natural anyway, as is introducing
yourself.

Stage 2: Take The Lead

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Then I like to take the lead of the call. I do this by

running through the agenda of the call and
everything I want to get through. Chances are, if
you have an agenda/plan for the call, (what you’d
like to cover and talk about) then they will defer
the lead to you as soon as they notice that you are
more prepared than they are, which you will be.
Now you have the initiative. You can simply say ‘If
it is okay with you John I am going to start by
asking you some questions about your business
and finding out some more information, then we
can go from there, does that sound fair enough?’

Stage 3: Ask Questions

The next step is to ask questions about their

business and find out exactly what they are
looking for. The trick here is to get them talking.
The longer they talk to you about their business,
the more comfortable they feel and the more data
you can gather.

Ask about their business, their current marketing,

the amount of employees they have, the currently
monthly revenue, where they get the majority of
their customers, how much they’re willing to
invest, what their current sales process is, etc. I
also find out exactly what they are looking for help
with. Do they want daily social media posts? Do
they want Facebook Ads? What are their
needs.This section of the call can be seen as the
data gathering stage.

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Stage 4: Re-establish Authority

After they answer these questions, and I believe

that I have enough data on them, I acknowledge
the fact that I’ve asked a lot of questions and that
I don’t want it to seem like a hot-seat or an
interview but my business is picky about who we
work with. I’ve maintained a position of authority
throughout the entire call and now I leverage that
to evoke the idea that my business is exclusive
and reverse the idea that they are interviewing me,
instead, I’m vetting them.

Stage 5: How You Can Help

Now I like to establish and elaborate on the

service delivery and the benefits that my business
can provide to their business. If it’s marketing then
I explain in more depth the kind of ads that I run
and how it can help their business.

For social media management, I can cover the

details of the service that I provide and what I can
do to help them. We can perhaps touch on the
type of posts you’d create, the best platforms to
use etc.

When elaborating on how you can help a business,

be sure to touch on the main pain points that they
brought up during the data gathering stage. If they
told you they didn’t have time to do it themselves,
you can speak about how much time you will save
them. If they told you they didn’t have any

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experience to make this work, you can discuss

specific strategies with them and let them know
they are putting their social media into expert
hands. This helps with the close because they see
you as a solution to their problem.

Stage 6: Pricing, Close & Commitment

Then I price and go for the close. Once everything

has been covered, I ask if they have any questions.
I want them to ask about price. If they don’t, then
I’ll just bring it up myself once I’ve answered their
questions. I state my price for the client with
confidence:

“Our fee is only x per month” or for the marketing

services I’d tell the client “Our service fee is only x
per month, plus ad spend”.

Stay silent and let them respond after you’ve said

this. Do NOT try and justify the price. You’ll sound
like you’re rambling and defensive.

Another small tip here, is to always add the word

‘only’ before stating your price. It acts as a price
minimizer. Let’s look at this example; It is going to
cost you a whopping $1000 vs it’s going to cost
you only $1000. Same price, different effect.

The prospect may respond by saying that the price

is fine, (in which case you move straight onto
trying to get a commitment and payment on the
phone) or, if they hesitate and object to the price,

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you’ll have to overcome objections or negotiate

the price before getting a commitment.

Getting a commitment is key on the phone call.

The best kind of commitment is obviously a signed
deal and the price being agreed upon. However, if
you can’t get this then at least get some form of
commitment, like analyst access to an ad account
or, worst case scenario, another meeting. You
should try and close on the sales call every time
to prevent the prospect falling out of the buyer’s
mindset and not signing with you.

There you have it. The 6 key stages and structure

of the meeting.

Hopefully by this point, you’ve had a final yes from

your new client, and the client has paid (or is
about to pay). The only reason you won’t have a
full commitment here, is if they have some
objections that you need to overcome.

There may be a few objections or limiting beliefs

that are holding them back from moving forward.
If this is the case, it’s our job to help our clients
overcome it. This takes us nicely into the next
section.

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Quelling Objections

When your service can provide profits for your

clients, it is your duty to use all the persuasive
skills that you have learned to help them make the
right decision.

There are certain objections that will come up

more than others when you’re trying to close
clients. Contrary to popular belief, objections are
not a bad thing; it is good, cathartic even, for the
client to have the objections quelled before you
get in business together, it sets expectations.

It is so important to root out the real reason that

your prospect is not saying yes. When they come
up with their first objection, you should
acknowledge it and then ask them if they have any
more, so that you can overcome them one at a
time. By this point, you’ve made the final pitch
and they have all the information they need.

Trying to get the sale then and there, which is the

best course of action to finish the meeting, will be
a lot easier when you make them see why they
don’t have to worry about their initial objections.
Ask them to explain what they mean with their
objection before you answer them, write them all
down and then overcome them one-by-one. Not
only will this give you the chance to face their
concerns, it shows that you are addressing them

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and their personal issues; you are showing them

respect by listening.

There are a few main objections:

Price (can’t afford it)

Product (don’t believe in it)
Person/Company (don’t believe you can deliver)
Not the decision maker (let me speak to my
business partner)

What you should do, in terms of the business

conversation, is come up with a list of typical
objections that you expect to come up and
incorporate answers to these where possible.
Prevention is better than cure. If you can prevent
an objection ever coming up in a single sales call,
the deal will go through far smoother.

Bring up the answer but not necessarily the

question. If one of your example objections is
price, talk about how you have benefited previous
clients, making them more money than they paid
you and helping them grow in the long-term; give
examples of the results and revenue that you have
brought in.

You can overcome all of these by using logical and

emotional selling in your pitch.

Let me also clarify that all objections stem from

the main objection in some way or another; “let
me get back to you”, “let me think about it”. These

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aren’t new objections, they are signs of uncertainty

created by one of the main objections. There are
deeper reasons for these deflections and they all
stem back to the four main objections.

So let’s look at some simple ways to move past

these objections into a place that benefits both
parties.

Price:
If there is an issue with price you have a few
options. You can show examples of previous
results (if you have them) and show logically how
you have been able to make your previous clients
a large return on investment. You can also discuss
how your fee is an investment not a cost, as
investments make them money.

Sometimes, it isn’t a matter that they don’t want

to pay your price though, sometimes the prospect
outright cannot afford your fee. If this is the case,
you can most certainly negotiate. Notice how I say
‘negotiate’ and not ‘drop your price’. You can
certainly lower your price to fit their budget, but it
has to also come from a lower service offering on
your end.

If your client cannot afford $1000 per month for

social media management services that include
daily posts and growth across their social media
platforms, maybe you can negotiate to a retainer
of $600 per month, but you post 3 times a week
instead of daily.

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If you have used both these techniques and they

still don’t want to pay your price, they may just not
be a great fit, and that is fine, you can move onto
the next prospect.

Product:
If you are using the warm methods that I teach,
this objection will almost never come up. If they
are actively looking for help with social media
marketing services, they must already believe in it
to some degree else they wouldn’t be looking for
help in this area. If you focus on colder leads
though and social media marketing is new to
them, this objection may make come up.

How we overcome this is very simple. If you have

previous client results yourself, you can show
proof of them here. If you don’t have previous
results, you can list all the crazy benefits that
social media bring to the table. If we are talking
about Facebook Ads, we can explain the power of
the Facebook Pixel and how retargeting works, we
can also explain the crazy targeting capabilities
that massively outperform any other traditional
form of advertising. If they are unsure, simply
show them.

Person/Company:
If you follow the script and come across friendly
and professional, this objection shouldn’t come up,
but if it does, there is one key way to overcome
this. Client testimonials or reviews. If you can use

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testimonials here from previous clients that tells

them how great their experience was working with
you, this will help them overcome this objection
immediately.

Also, sometimes just some genuine reassurance

from your end will go a long way. Be genuine and
let them know that you are going to do everything
within your power to make this a success for
them. If you are being genuine and mean this, it
will shine through and can build a large level of
trust. Saying this, some prospects will need more,
and this is where positive testimonials and reviews
or previous results come in.

Bear in mind, if you talk with authority and

confidence in the call, the prospect will have no
reason to believe you aren’t capable to do a great
job, so try and quell this objection before it ever
comes up by speaking with authority in the
discovery meeting.

Not the decision maker:

This is an objection that should never come up in
the first place, you always want to make sure
before you take any meeting that you are speaking
with the decision maker. This is another example
of prevention being better than cure. The best way
to overcome this objection is to make sure you are
speaking with the decision maker before trying to
close a deal.

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If for some reason this doesn’t go to plan, and this

objection comes up, you simply want to push for
another meeting with the decision maker present.
There is no magic phrase we can say to all of a
sudden give the person we are talking to the
power to pull out a card and pay. If they aren’t in a
position to make a financial decision for the
company then we need to speak to the decision
maker.

Most of the time the decision maker is the owner

of the company, but in some larger organisations
marketing directors and managers have some
decision making ability too. The key is to not let
this happen in the first place, but if it does, simply
push for a second meeting with the decision
maker present.

If you can master quelling these objections before

you ever get them, then you will simply close more
deals. From my experience though, if you focus on
the warmer outreach methods and follow the
sales call structure I have provided in this book,
getting objections will be pretty rare.

If you’d like to receive a full word-by-word script

that’ll show you in even more detail how to close
clients, be sure to check out the Academy Program

Get your 2 meetings scripts in the program here:

https://bit.ly/SMM-Academy-BR

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BRADLEY RILEY - SMMA EXCELERATOR

Closing Warm Leads Without A Phone Call

I have had clients that have stayed with me for

years and we have never had a phone call at all. I
didn’t close them on a call and they didn’t want to
have weekly/monthly/any update calls. They were
great and completely hands-off, allowing me to do
my job.

When it comes to warm leads and platforms like

Upwork where you have the ability to message
clients and go in for the close via this method, it
takes the pressure of young or inexperienced
entrepreneurs who may not yet have the
confidence to take on an actual call.

I would make the suggestion that you should not

be afraid of the sales call. It is something to be
mastered, don’t shy away from that. However,
sometimes it just is quicker and easier to close
over messages. If taking a call is going to prevent
you from taking action, then this could be a good
foot-in-the-door technique for you to get started.

Typically, I try to set up a call within the first few

messages but sometimes the clients will tell me
that they are either too busy to call or they just
don’t want to. If this is the case, then I don’t have
a problem with that. I just use the same
techniques that I do in the sales call, just over
messenger instead.

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This saves us both time, especially with business

owners that travel often, it makes more sense for
me to just move the conversation in the direction
of a close via message.

Doing this with cold leads is just so much harder,

if not almost impossible. Developing the rapport
needed to even get on the same level as a warm
lead (that needs your help and knows it) is huge. If
you are someone who wants to try cold calling or
going door to door then I won’t stop you but I
wouldn’t be doing my job as someone who is trying
to guide you if I didn’t point out the low-hanging
fruit dangling right in front of your face.

When trying to close via messages, you want to

ask the deep-dive questions, find out the
information you need to know, offer a solution,
price your services and close the deal. Use the
structure of the sales call, and implement it into
written format.

These are the exact same methods that I taught to

one of my mentees Michael, a student of the
Academy Program. He has landed 50+ clients for
his social media management agency. When we
first connected he told me that he only focused on
cold forms of outreach and hadn’t landed a single
client because he was struggling with those
methods. When I introduced him to the warm
methods I teach, he started to close deal after
deal, smashing through huge milestones like 30
clients landed - and then 50+.

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The fact you can do some simple outreach via

these warm methods and close deals without a
phone call blows my mind, yet me and my
students are doing this on a daily basis. It just
proves that regardless of your current situation,
anyone can make this work.

If the idea of the meeting or sales call scares you,

don’t let it hold you back, try focussing on warm
leads and closing via messages instead.

Following Up

The majority of the money you will make in your

agency will come from the follow up.

Follow up everywhere! Over email, phone, social

media, texts, letter, etc. It is a good idea to use
CRM tools or spreadsheets to keep track of leads.
This way, you make sure no lead slips through the
cracks and you are closing a much higher
percentage of deals. This is a key part of your
agency sales process.

People, beginners in particular, are often afraid to

follow up with people for fear of being annoying.
You must banish this idea from your thoughts. It is
crucial for you to repeatedly follow up leads
because client acquisition is the main force that
drives the revenue for this business model. If you

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don’t follow up, you are leaving so much money on

the table.

Business owners get busy or sometimes they need

a push. Just because they don’t respond to one of
your messages doesn’t mean they are no longer
interested. Some prospects may be ready to buy,
but need that ‘follow-up’ message, or reminder in
order to go through with the deal.

Set dates in your calendar and follow up with

potential clients.

I have personally added tens of thousands of

dollars in revenue for my business, simply by
following up.

There is nothing to lose with following up, worst

case scenario you get a “No, thank you,” or the
best case scenario you get a “Thanks for following
up I have been very busy this week, let’s get this
kicked off, please send the invoice” and you land
an extra client worth $500-$5000 per month.

Following up doesn’t have to be complicated. A

simple ‘Hey Joanne, just checking in to see if you
got my previous message?’ Or ‘Hey John, just a
gentle follow up. I sent the invoice across a few
days ago, as soon as that is settled I can get
started. Any idea when you can get this taken care
of?’ Or ‘Hey John, I just thought I’d check in. Are
you free tomorrow for an onboarding call on
Wednesday to get the ball rolling?’.

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There is no ‘secret script’ needed for this, just

keep it simple and try to keep the prospect
moving along the sales process closer to the close.

Therein lies the truth of following up: yes, to begin

with, you may feel like you’re being annoying by
following up every few days or every week without
a response but it only needs to convert one client
to make you realize that it’s just a necessary move
in business. Until you get an outright NO from your
prospect, you need to keep following up.

Setting Expectations and Onboarding

It is imperative in any relationship, working or

otherwise, to set expectations and communicate
openly about what each person/business wants. It
is okay to land a client even when you're
inexperienced and you can learn the intricacies as
you go, but overall overpromising is a bad idea
because if you promise to double someone's sales
and then you don't achieve this, it sets you up to
look like someone who cannot deliver.

Higher maintenance clients may expect results

overnight, it is your role as an expert to tell them
that this is nearly always impossible or at the very
least, extremely difficult. Set realistic expectations
on the quality and quantity of posts, results, calls,
services delivered, and communication etc.

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The reason you set expectations is so as to avoid

any hiccups; if the client knows what to expect,
then nothing about your service should surprise
them. The last thing you want is a client to claim
they expected 3 posts a day, when you were under
the assumption it was 1 post a day. Avoid any
issues and increase your retention by simply
setting expectations before moving forward.

If you have followed all the key steps in this book,

set the expectations, and started to close some
deals, now you need to get your new client onboard
into your agency so you can start working with
them.

Onboarding is the process of how you get them set

up with your business. You are going to need
access to their social media accounts and
Facebook ad account, you will need information
about their business and their ideal customers,
you will need to get a contract signed and a
recurring payment setup etc.

It is a process and you want to refine it in order to

make sure it runs smoothly. It is worth automating
this and have a system to get them started. The
ideal scenario is to close the client, then, while
you still have fresh contact with them, send them
the process so they can onboard themselves and
you can get started as soon as possible and do
your job. This will make your agency seem
extremely professional and having it automated
will save you a tremendous amount of time.

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You want your client’s experience to be

professional and smooth from the very beginning
so as to maximize their experience with you.
Providing a smooth transition into your business
means that the client is likely to enjoy working
with you more. In the opposite scenario, for
example, a clumsy onboarding process will make
your clients nervous that the rest of your service is
this unprofessional, causing friction from the
outset. Make the onboarding process smooth and
avoid too much back-and-forth because it reduces
the chances of the deal going through. You must
make the onboarding process as simple, fast and
easy as you can in your business.

I have to have a system for onboarding to make it

as simple and as painless as possible for myself
and my clients. If it is difficult then your client will
automatically have experienced a negative start to
your working relationship; this is something that
you want to avoid at all costs.

Avoid weeks of back-and-forth, wasted time and

money on both parts.

I have actually created an onboarding process for

you to copy. It is a series of landing pages, videos
and a questionnaire that gets the client to onboard
themselves. You can copy my onboarding process
word by word, all you have to do is film your own
videos, and add in your own logos to the landing
pages template I will provide you with.

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All you have to do is visit

https://bit.ly/SMM-Academy-BR to sign up.

This process is worth $4997 but you’re going to get

it free when you sign up.

Payments and Contracts

If you don’t get it during the meeting, you will at

the very latest get payment and a contract signed
during the onboarding process. You need to make
sure you always get payment upfront for your
services, and you always want a contract in place,
too.

You should aim to set your clients on a recurring

and automated payment. Money, and constantly
having to chase people for it, ruins relationships,
as much in business as it does outside of it.

If you don’t have an auto-recurring payment set

up, you may have to follow up your clients for
payments and you’ll sometimes get paid late.
Waiting on a payment which is late can be
unnecessarily stressful, so remove these issues by
getting your clients on automated payments.

You can use Stripe, PayPal or bank transfer. Make

sure they pay for the month’s work up front, ahead
of time; speaking from experience, in the early

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days of my business, I have done the month’s work

for clients that have never ended up paying. Any
good client will see no problem with paying you for
your services up front. With clients that refuse,
you should ask yourself the question: if they won't
pay now, why would they change their mind at the
end of the month.

If they pay you at the end of every month, you are

always on the back foot of the relationship;
meaning that they could stop working with you at
any time and you may not have received payment
for all of your work so far this month.

Also, you will find that the clients that don’t like to
pay up front, or are just difficult when it comes to
payment in general, will be more
high-maintenance and are usually more likely to
expect results overnight or be otherwise
demanding. In the long run, you want to avoid
these high-maintenance clients because it will
make your life difficult and they typically want to
get more involved and hands-on than is helpful. It
is vital that your clients trust you to do your job
and let you take the wheel.

Additionally, it is a good idea to try and avoid

clients that say things like: “I’ll pay you
commission” or “I’ll pay you when I see results,”
this is not the way to work. That logic is like saying
you’ll pay a personal trainer once you get a six
pack, it’s just not proper practice and is a bad idea
based on the wrong mentality.

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The problem with them not waiting to pay you

until after they see results is that, just like there
are multiple reasons why top businesses are
successful, there are many reasons that may
contribute to bad results for a company. They may
have problems that are producing bad results that
have nothing to do with your realm of operation.
You are a professional and you should be paid like
one. Do not work on solely commission, this is just
a bad idea and would result in you being paid less
for the same amount of work as if you had
charged fix-rate. If you are a few months in and
commission, a revenue share, or a percentage of
ad-spend is more profitable, then you should
consider it, but just be careful from day 1.

Sometimes you may have a great client that is a

really good fit, but who is also very busy and
maybe doesn't pay on time every month. It may
not be a priority for them to sort out payments so
you should try your best to get the client to sort
out an automated payment and that way it doesn’t
impede the businesses of either party or turn the
relationship sour.

Besides, with these busy clients, it’s helpful for

both parties to have the payment automated so
that no one has to worry about it or dedicate more
time to it than is absolutely necessary.

If you do ever get an objection to pay up-front, you

can overcome it by making a statement like:

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“Let’s get the money out of the way so we can

focus on why I’m here, which is getting you results”.

Recurring payments are useful too, in the sense

that whenever the client would have to manually
pay, they are going to be evaluating in their head
whether they want to keep paying you. Even if you
are getting the results, this added layer of friction
is not good for a partnership.

Recurring payments are easy to set up and result

in a far more positive working relationship.
Whatever option you choose to use, whether it be
PayPal, Stripe, bank transfer or something else
entirely, just make sure that you get the money up
front to avoid being scammed or otherwise treated
below your worth.

As well as setting up recurring payments and

getting paid upfront, you always, always, always
want to have a contract in place when you work
with anyone. It will be worth its weight in gold
when you need it. As the adage goes, “It’s better to
have it and not need it, than need it and not have
it.”

People underestimate the power and need for

contracts, it is just an added layer of protection in
a ‘worst case scenario’.
When you work without contracts, you open
yourself up to the risk of another business taking
advantage of you. We don’t want risk.

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Even the most basic of contracts, when signed by

both parties, protects you from being taken
advantage of. I have refused to work with clients
before because they wouldn’t sign a contract. Why
wouldn’t a company want to sign a contract? It is
a huge red flag.

As we can see, having a contract in place and

recurring payments setup are incredibly important
for a successful agency.

Would you like to access a service agreement

contract which you can swipe and deploy in your
own SMMA?

You can access this and many additional resources

by joining the Academy Program. Click here:
https://bit.ly/SMM-Academy-BR

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Learning When to Say No

So far we have spoken heavily about getting clients

to say yes. We have dived in detail about how we
can get clients to work with us and our agencies,
however, sometimes it is just as important to say
no. It’s important to know when a prospect isn’t a
great fit for us and we should instead turn around
and decide not to work with them.

Some clients can be extremely difficult and

occasionally you will find high-maintenance clients
that will want to micromanage you, or that you
simply cannot help. If a client does not seem like a
great fit, or perhaps they seem rude from the
get-go, you are well within your rights to say no
and just part ways.

When it comes to how valuable your time is, do

not surrender your self-worth in exchange for
someone who wants your services for less than
you can agree to. Sometimes clients will want to
play hardball, specifically when it comes to price.

You shouldn’t reduce your rate without reducing

the work that you do for them- if they want to
haggle for price and more importantly, the power
position in the relationship, then you should
negotiate back, saying that you cannot do the
same amount of work for less money. If you did
this, it would be sacrificing value and respect.

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Remember to be a figure of authority in this

section and stick to your beliefs.

Also, don’t take anyone’s money if they are asking

for a service that you feel that you cannot or will
not be able to provide. If you genuinely can’t help
them, then part ways and find another lead.

Stick to what you know you can achieve; that’s not

to say you shouldn’t push yourself, but it does
mean that you should be aware of your limits and
where you would be operating out of your depth;
like offering SEO when it’s not your core service

I recently had a client that I had to say no to and

stopped working with them. I won’t say who they
are except that they were the one of biggest
brands in their niche and had been for some time.
The only problem they had was that they were
terrible at Facebook Ads. Honestly, when we
stepped in, the account was a mess! An 8X ROAS
Retargeting Campaign had been turned off?!

We were excited to take on the ad account and

completely turn it around… Which we did.

We made them $11,500 in our first 28 days (at a 5X

ROAS). This is more revenue and profit than was
achieved in the first 143 days of the year for them
on the ad account.

Unfortunately, the client was too demanding and

they were sapping the joy out of us getting results.

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Constantly stepping in and asking why we were

doing what we were doing and breaching our
policy by refusing to sign a contract.

As we all know, clients can be strange.

I lost faith that this brand wanted to make a

difference to their long-term growth and I felt that
they were doing things in bad faith and deception.
We stopped working with them the next day. We
simply were not interested in working with a
difficult client.

Sometimes you just have to say no to the client.

We loved working on the ad account but the client
ignored set expectations and breached our terms.

The next day, our whole team felt better about the
agency and we landed 3 new high-ticket clients
that week. Sometimes the answer just has to be
“no”, and you need to move on.

The lesson here is simple… Work on your terms

and command respect for your agency.

I know that you’re probably desperate to make this

work and to start making money, but if you feel
that a prospect is trying to nickel and dime you,
disrespect you, or you don’t believe in their
business or can’t help them, just say NO. Trust me,
you will thank me later.

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Finally, and this is all down to personal judgement,

you may just get a feeling that you do not want to
work with someone. This can be as simple as not
being able to trust each other or not liking them or
their business. You shouldn’t necessarily
cherry-pick your clients (at least not in the
beginning) but you should know when to throw
away the bad ones.

Building Authority Without Prior Experience

As we head to the final section in the sales part of

this book, you may have noticed a continued
conversation about the importance of building
authority. Saying this, if you are a beginner you
may not feel you have much authority at all. Not to
worry, in this section I am going to give you some
actionable steps to put into action that will
increase your authority levels almost immediately.

This is super helpful for those who are reading

that currently have no experience in the SMMA
space.

I’d like to start by saying that we have all been

there. Even me. I started with absolutely zero
experience and had to land my first client.

This is a huge limiting belief that nearly everyone

has in the beginning. At some point in his life, Tiger

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Woods had never hit a golf ball. At some point in

his life, Da Vinci had never painted.

Tiger Woods has broken records with Major wins in

golf…
And Da Vinci painted the Mona Lisa.

If this is a genuine belief that you feel that you

have then just think: why do anything? Why try
anything new if you’ve never done it before? You
might want to do something and can feel it calling
out to you but you should ignore it because you’ve
got no experience in the field. You might want to
learn how to shoot a three-pointer but you’ve
never picked up a basketball, so why even try? You
might want to play golf, but you’ve never played
before… So why bother?

Because without trying these things for the first

time, you close yourself off from everything that
you haven’t already given a shot in the first x years
of your life.

We all start without experience and if you won’t

even try, then you can never excel. Every person at
the peak of their career was, at one time, a novice.

Landing client number 1 will be harder than

landing client number 50, but it does mean that
it’s not going to happen.

So how can you build authority experience?

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Reduced-rate work. Offer your service for a

discounted rate in the beginning. Own the fact you
are new to SMM, be upfront and honest with your
prospects, but let them know you are happy to
provide a substantial discount to account for this.
Always make sure you get a testimonial or review
in return for this.

Develop a personal brand, increasing your own

following and your own business/brand on social
media sites (Facebook, Instagram and YouTube).

Create example content for your portfolio. Build

your own portfolio with pages/accounts that you
have created. For example, if you want to build a
social media management portfolio then you can
pick 5 niches on instagram (travel, fashion,
business, etc.) and create accounts and post
content for them, growing the pages in the
process.

Curate viral content and add in some of your own.

Pretty soon you will have a portfolio full of results
and you’ll have augmented your experience in the
process. You are not claiming these were ‘previous
clients’, you are just showing your prospects that
you understand the social landscape and you
understand how to do the service at hand.

Additionally, if you are creating a team of experts,

you can leverage your team’s results in talks with
the prospective client because they are an
accurate representation of the results that your

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whole team can achieve. Be sure you are not

claiming they are YOUR personal results, make
sure the prospect knows that they are the results
of the contractors on your team.

Using these tips, or perhaps a combination of

them will really help you develop that initial
experience and authority that you need to land
jobs.

Eventually when you build high levels of authority,

you will start getting hundreds of leads every
single month and they will start approaching YOU
for help. This takes time to build but once it
happens it’ll transform your business and allow for
maximum scale.

I have so many great results and testimonials now,

that I get businesses every single day coming to
me to work with my agency. If you always continue
to focus on your authority and experience, your
agency will always continue to grow.

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4. Results

Introduction

This book was designed to have a high ratio of

actionability in regard to the advice that I am
offering. I wanted to avoid writing fluff and advice
that wasn’t applicable, relevant or actionable; I
wanted the information in this book to be
executable.

So with that in consideration, I cannot physically

teach you the current Facebook ad trends and
topical techniques or the latest Instagram
algorithm update because they will be outdated by
the time you read this book.

I will, however, provide some of the most relevant

and helpful information that will remain evergreen.

Modelling Success

People always ask me “what do I post for x

business?” Or “how do I get results for this type of
business?” and I always tell them to model
success. For example, they’ve landed a restaurant
as a client, so modelling success in this example
means that they should look at all the restaurants
that they can find that are dominating the social

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media marketing sphere and look at what they are

doing.

Are they doing discounts? Are they doing themed

nights? Are they doing deals? What’s their style
and tone? What type of posts are they making?
What are they doing that your current client needs?
A simple Google or social media search will bring
up all the information you need. Do your
competitor research.

Answering these questions and using your own

judgement on what is making the top businesses
successful will help you to provide the best
service possible for your client and it will
absolutely help you identify weaknesses in your
own client’s online presence.

Not only is this technique a hugely effective way of

learning how to improve one of your client’s social
media profiles, it is also simply the fastest way. It
does not take long to audit the best businesses
and cross-examine them with your audits of your
own client.

An audit is defined as an official inspection and is

the best approach to find and eliminate anything
negative within the realm of your client’s social
media presence. You can also learn anything
positive that isn’t on them and needs to be added.

If you want to learn how to do something, you will

learn faster by seeing and doing what makes an

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expert so successful and trying to emulate that for

yourself. It is far quicker than trying to stumble
your way through on your own; modelling success
and self-investment just cuts the learning curve.
Plus, the chances are, if a billion dollar company is
doing it on their successful social media profiles,
you should probably be doing it too.

This will work in every aspect of your life. Want to

be more productive? It is a good idea to look into
what the most productive people are doing. Want
to learn how to pass a football? Watch how the
professionals do it; the best people in the world at
their sport. Want to learn how to write better?
Learn what the best
novelists/copywriters/journalists do in their
writing. Want to start a business that is a success?
Learn what the best business people are doing
and model their success.

The same is true when getting great results for

your clients. Obviously, make sure you do things
slightly different, the key is to model, not to
outright copy. Put a slight twist on everything and
make sure it is branded towards the clients
business, but often modelling something that is
proven to be working is a much faster way to
achieve success than to try and find the way
yourself.

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The Best Results

There may be a time in your business where you

are tempted to maximize profits at the expense of
quality. Some people may think that sacrificing
quality in exchange for a bigger take home is a
good idea. While you should absolutely try and
keep profit near the very top of the list of your
priorities, it should never be above client
happiness.

The best results come from providing the best

service.

Imagine a scenario where you try to save money by

hiring a cheap Facebook ads expert. You can see
that the quality isn’t excellent but they charge
$100 per client. You get a client’s work done for
$100. The client paid you $3000 to achieve results
for them and after your ads ‘expert’ gets their cut,
you take home $2900.

Now imagine that the client didn’t think the work

was of a high enough quality- a quality that you
had promised to deliver. They choose to leave you
at the end of the month and leave an average
review on Upwork or a similar site. Not only have
you lost a client, but you have also got a review
that wasn’t positive, which will likely affect your
ability to get hired by people in the future.

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This is a negative situation, based around

short-term profit.

Now let’s flip that on its head and say you paid for
an ads expert that provided high-quality work for
$1000 per client. Imagine you get paid the same
$3000 but you spend $1000 on your ads expert.
The company likes the work and decides to keep
using your services moving forward, they stay with
you for 12 months because of it.

In scenario one, in the short term of month one

you make more profit at $2,900. In scenario two,
because you have kept the client for longer you
have made a profit of $24,000. This is a huge
difference, all because you focused on getting the
best results.

Remember, focus on making decisions with a

long-term profit/benefit in mind.

Being focussed on short term profits like the

scenario above, albeit a basic example, are the
reasons why people build poor teams and get poor
results.

The best results are the ones that make your client
stay with you.

Never forget that in the world of business, you are

your reputation and this is what will separate you
from the rest. Do not sacrifice high-quality work
for a short-term profit, especially at the risk of

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your reputation. I have made this mistake before

at the very beginning of my business and lost
several clients because of it. It is not worth the
potential damage to your reputation that you
could avoid simply by paying more for specialists
so that your team produces a higher standard of
work.

Don’t be tempted to put profit before client

happiness. The best results are obtained by
focussing on client happiness, not profit margins.
Obviously you have to consider margins as you are
running a business, but your customer happiness
always needs to come first.

Nowadays, all of my relationships are long-term

and I have more referrals than I can count.

I’ll say it again just to hammer the point home. The

best results are the ones that make your client stay
with you.

These are the exact lessons that I drill home and

teach to all of my students. I want to help them
become as successful as possible, and not only
land clients, but retain them too. You should go
into your business wanting to provide the best
possible service you can, if you don’t, maybe you
shouldn’t go into business in the first place.

Remember, money is a by-product of delivering

the best possible service and results you can. The

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better results you deliver for clients, the more

money you make.

Social Media Management Service Delivery

So you’ve landed and onboarded a client… What

now?

Now the service delivery element begins.

I’ve broken this results section into two main

areas. Getting results for social media
management clients, and getting results for social
media marketing clients. Let’s start with social
media management.

Results: Social Media Management

The 70-20-10 Rule

The 70-20-10 Rule helped me out a lot when I first

started providing social media management
services for my clients.

The 70-20-10 Rule concerns the type of content

that you should be posting on social media 70% of
the time, 20% of the time and 10% of the time.
This is not a super strict template that you cannot
deviate from- every client is different and will
therefore have different needs, but this concept is
a good place to start.

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70% of your posts or clients should be

value-based. These posts should be informative
and provide value from the account that the
followers will find interesting. It has to give people
a reason to want to follow the account. These
could be facts, quotes, images or articles relating
to the niche and to the business. The key here is
to ensure that you are providing value in this
content.

Let’s say you’re posting on behalf of a business

selling survival gear, 70% of your content should
be posts about awesome treks or great trails as
well as pictures that have been sent in of one of
your followers at the top of a mountain or after a
great physical achievement, or maybe a post about
the Top 10 Best Walking Boots. Whatever it is, give
value.

20% of your content should be related to the

business, using social media as a platform to
promote the brand and their products/services.
This means posting about products, offers,
upcoming events, new product launches, driving
traffic to the website or to subscribe to their
newsletter etc. This 20% ultimately helps drive
sales and growth.

The remaining 10% should be occasion-based ,

viral or other content. This is to show your
followers that you care about them and that a real
person is running the account. This is content that

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you release on special occasions like Christmas or

Halloween. This applies to Thanksgiving and Black
Friday posts too. Within this 10% of content, you
can include things like funny images, memes or
viral videos.

So 10% of your content should be light-hearted or

occasion based to build a rapport with your
followers.

20% of the time you should be posting about the

products that you want people to check out as
well as offers or discounts that help drive sales.

70%- the majority of your content, should be

value-based. It has to give people a reason to
want to follow the account. The reason you do this
is to build a business and a brand that provides
value to your audience. You want to make sure
that most of your content is value-based instead
of an endless stream of self-promotion that
doesn’t provide value or information to anyone.

If all of your posts are just “Buy my product! Buy

my product!” then customers won’t want to follow
you because they don’t want to see it, it comes
across as spammy and annoying. Ask yourself: why
would they follow someone who was only posting
that type of thing? There is no value in these kinds
of posts and people just won’t care.

Say that the business is an online coaching

company, then post motivational quotes and

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valuable business tips. If the company is a

pet-store business, then post cute pictures of
dogs, post cute pictures of cats or fish and
valuable information for pet owners. If you’re
selling antiques then post interesting information
about the history of some of the products.

Post valuable content 70% of the time.

This helps to build a brand, get an audience as

well as have them engage with your profile and
develop your business.

A lot of the people who follow you because of

your informative, value-giving posts are actually
interested to see what you’re selling and find out
about your product. If you have an offer then tell
people that you have something on offer! If you
don’t speak about it, nobody else will- if you don’t
say it, it will go unsaid.

The 20% of the time that you promote an offer or a

product then they will be more likely to buy
because 70% of the time they are getting awesome
content. This 20% includes you using social media
as a tool to grow and develop your business.

Get people to check out the website or look at a

new product launch so that they can pre-order it.
Get people from your Instagram to your Facebook
page and from your Facebook page to your
Instagram. Try and get people on your mailing list
or signed up to the business’s newsletter etc.

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Then the 10% is the more occasional content or

light-hearted memes/viral videos that show you
care! This allows the followers of the account to
see that it is run by people with personalities and
not just a robot. This means that people will feel
like you care because you’re not always posting
content that is too serious and that you have a
personality. Your followers will find it interesting
and it will get a lot of shares and engagement.

Another thing that goes a long way in this 10% is

on something like New Years Day you can post:
“Happy New Year from the team here at (company
name here)!”. You can do this with other special
occasions like Halloween, Thanksgiving or Black
Friday too. It demonstrates that the account is run
by humans with personalities that care about their
followers.

You don’t want to overdo it on the light-hearted

elements like the memes because otherwise you’ll
have the negative effect of your followers not
taking your company seriously enough. 1 in every
10-15 posts is a perfect balance to develop a
connection with your audience.

You don’t have to live and die by this exact

template, it is merely a guideline that is designed
to help you post a variety of great content that
attracts and engages your followers and converts
them into buyers.

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If you follow the 70-20-10 Rule as a basic skeleton

for your posting, you’ll be off to a great start.

Social Media Management Results System

Every time you land a new client, we need to relay

all of the information to the team as well as
outline the workload (who is doing what and how
much everyone is responsible for).

I ask my designer to provide me with 5 sample

social media posts within the first 48 hours. I send
these samples to my client and respond to their
feedback. This is crucial because the client may
not like a certain aspect or design of some of the
posts. If I were to just post them without running
samples by my client, then they may be unhappy
with the opening days of the service delivery,
which isn’t a great start to a partnership.

I’d rather have some up-front input, and then me

and the team can go in a direction they are happy
with. The client will give feedback on things they
like and dislike, then we take that feedback into
the rest of the month to month content.
I will give my designer another 2-5 days
(depending on how many days are left in the
month) to provide the rest of the content for the
month based on the feedback from the client on
the initial designs. Once we have that, we schedule
it all out in advance.

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Then, this is what happens in all upcoming future

months:

The system that I have is to have the graphics and

captions to me by the 24th of every month. This is
because the 24th always gives everyone on my
team enough time to review etc before the end of
the month.

Next, the 25th is spent reviewing and revising the

posts and captions, altering any mistakes. I have
assistants that handle this for me now, but in the
beginning, I would do this part myself.

The green light is given to the social media

manager and the posts are all bulk scheduled for
the month in advance. For example, the content
for May would be sent for overview on April 24th,
so we have time to overview and schedule ahead
of time.

I have built this system so that I don’t have to do

ongoing hours of work for clients. It also prevents
any issues with delays because, with the review on
the 25th of every month, it means that we can
have all the issues solved before the start of the
next month.

Using this system, beyond the initial call and

sample exhibition, I don’t have to spend time on
any of this part of my business.

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This is only possible with a great system that has

been crafted over time and crucially, having a
dependable team that I can trust and
communicate with easily.

Software and Organization

Software will be your best friend. It can help make

big tasks take care of themselves and it will also
streamline your business, if used correctly.

Software you may want to consider using are

graphic design programs such as Canva. These just
make it easier to create content if you are not
going to use a freelancer or if you are creating
graphics for another reason. The templates and
easy editing make it easier to do basic graphic
design than ever before. If you decide to do the
graphics yourself to begin with; there are many
online repositories that you can find copyright free
images and graphics from such as Unsplash.

You can use websites like Unsplash to find

copyright free, stock photos that you can use to
make your work look more professional without
breaking the bank.

Keeping track of your clients and leads is vital,

there is nothing sexy about maintenance of all the
clients you have as well as all the leads you have,
but keeping them all in one place is a must.

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Software like Trello helps you to keep track of

these and it is a necessity to dedicate time to
keeping on top of current clients and lead profiles.
The software you use is your choice but the main
thing is to always be using and updating a client
and lead database so that you can see all your
prospects and follow up with all your leads
effectively.

Use a calendar, whether it’s virtual or real, these

are imperative to organization and being able to
plan ahead. Everyone knows what a calendar is for,
so I don’t need to go into it in any more detail but
please get one. They matter.

Softwares like Zapier will help you automate by

connecting different programs to each other;
Zapier is a necessity if you want to automate and
build systems to operate at peak efficiency.

Virtual workplaces like Slack will help you to stay

in contact with your team as well as speak with
your clients. There are other virtual workplace
software but I use Slack because it is, in my
opinion, the best.

Virtual to-do list and the creation of workflows

can be made on softwares like Trello, so that you
know what needs to be done and what order that
needs to happen in.

Accounting software can be a real benefit to you

so that you can see income and outgoings. Staying

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on top of your finances and taxes for your agency

is absolutely crucial.

Hootsuite can also be used to schedule and

manage posts for your clients. You can schedule
content out in advance, respond to messages all
through their software. It’s a really good tool to
use and understand.

You should now have a really great idea on how to

manage your social media management clients
and what it actually takes to offer the service.

Now it’s time to look into Facebook Ads.

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Results: Facebook Ads

The Facebook Pixel

If you want to get started with Facebook

advertising, to get the most out of this avenue, you
will need to learn the Facebook Pixel.

The Facebook Pixel is a small piece of code that

Facebook will provide you with in the Events
Manager. Do not panic. You do not have to learn
code or be able to read code in any language. You
only need to copy and paste it onto the website
that you’re managing. It helps you track all of your
conversions and actions that people take on your
site. When this happens, the Pixel “fires”; this just
means that the pixel takes a note of that person
and their digital profile, then it updates that
profile in your analytics in the Facebook Business
Manager. These elements may be signing up for a
newsletter or mailing list, it could be a purchase, it
could be an add to cart or viewing a certain page
or certain content (when people initiate checkout
but don’t complete it for whatever reason). The
Pixel will help you to track people and retarget
them in adverts on Facebook.

If you are still unclear on what the Pixel does, it is

perhaps best to imagine it as something that fires
after every event (practically every click) that
someone completes on a website. Let’s imagine
clicking through an ecommerce website that sells
clothes. You click on the website and view the

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homepage. The Pixel fires. You want to buy a coat

so you search for the coats section. The Pixel fires.
You view content while browsing coats. The Pixel
fires. You see a coat that you really like but it’s a
bit too expensive right now, so you Add it to your
Wishlist as a hint to your partner to buy it for you
as a gift. The Pixel fires. You see another really nice
coat, this one is more reasonably priced for what
you need right now, so you click Add to Cart. The
Pixel fires. You click the checkout icon. The Pixel
fires. Maybe at this point, the website has a box
pop up that tells you that you will get 10% of your
next purchase if you sign up to the mailing list
with your email; you think this is brilliant so you
type in your email to register and they give you a
code for your discount. The Pixel fires. You enter
your payment information and delivery address.
The Pixel fires. You click the checkout button for
the final time and complete your purchase. The
Pixel fires.

The Pixel fires after every completed event. So

somebody could have stopped surfing that website
at any point but the Pixel will have already sent
the data of all the events that they did complete
to Facebook.

The Pixel remembers who it has fired for and what

events. It can also help you target people who
visited your website for the first time, again, the
more that people see the brand, the more they
become familiar, the more likely they are to visit
again. Furthermore, and this proves the power of

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the Pixel, it is possible to cross-reference all the

people who visited your site and initiated checkout
but did not complete the ‘Purchase’ event, in order
to create an audience of people who abandoned
their cart in the checkout phase. These people
were so close to purchasing so it makes sense to
retarget them in advertising. You could even use
this information from the Pixel to retarget them
with an ad offering a discount on the product that
they almost bought, practically increasing the
potential of getting the sale by 10X... at least!
Powerful, right?

The Facebook Pixel is responsible for every time

you have been searching for something to buy
online and a few days later, you get an advert pop
up for what you were searching for on your
Facebook newsfeed, a site with ad space, or a
Facebook partner website. If you’ve ever visited a
website for a holiday or a hotel, then a few days
later get an advert on Facebook saying there has
been a further discount on the exact flight or hotel
you were looking at, this isn’t ever a coincidence,
it’s the Facebook pixel being put to work.
Using the Facebook Pixel will make your targeting
and retargeting more relevant and effective. Due to
the fact that each individual will have specific data
from their experience on the website, you can
create audiences of people who do or do not have
certain completed events. You may want to create
an audience of people who completed the ‘Add
Payment Info’ section but did not complete the
‘Purchase’ event, as previously suggested, to have

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a group of people who nearly purchased that you

can advertise to.

This is all made possible by Facebook Pixel and

the data that it can provide you with. This means
that you can use advertising to appeal to warmer
and warmer traffic. The fact that a Pixel fires while
they are viewing specific content, it means that
you can use the power of the Pixel to tailor their
experience with advertising; they are more likely to
see what they are looking for. For example, in the
previous scenario about searching for the coat-
imagine that you didn’t checkout. Because you
were viewing that specific content (coats, in this
example), it is possible for an expert in Facebook
advertising to retarget you with an advert for coats
from the website you were on, specifically for you!

Extensive data shows that people who have been

retargeted by ads are 50 to 100 times more likely
to purchase than traffic seeing an advert for the
first time. Further, people who have been
retargeted typically spend a lot more money when
they do checkout. Retargeting previous website
visitors or customers is an absolute must if you
want to achieve higher purchase conversions than
ever before.

At an even deeper level you can use your Facebook

pixel data to create audiences of new potential
customers based on the data it picks up from your
site. These are called Lookalike audiences, but we
will get into this in more detail in a few pages.

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For anyone who is still unsure of the power of the

Pixel, compare it to TV ads where you will have to
pay more to advertise without any really effective
targeting being used at all. They’re just trying to
reach as many people as possible. The Pixel is
precise, personal and accurate whereas TV ads
just aim to reach anyone watching. Without the
knowledge of their personal interests, TV ads don’t
have anywhere near the same amount of potency
as their counterparts on Facebook- because in
effective advertising, precision converts.

Facebook Ads - The Basics

You will want to become familiar with the basics

of Facebook ads and their role in the social media
marketing business model Essentially, Facebook
ads are interruption marketing. Just like television
ads. People are scrolling through their Facebook
feed or watching their favorite TV show when they
see an ad. Facebook advertisers pay for their ads
to be displayed on people’s feeds.

To profit, the ads must trigger a purchase that has

a value that is greater than the cost of the
product/service and the cost of the ads. If it costs
you $5 to make a product that you sell for $9 and
you pay $5 in ad spend per purchase, it is not
profitable. You gain $9 but have to pay out $10 (in
ad spend and Cost Of Goods and Shipping). This is

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before we even take into account fees etc that

PayPal or Stripe take.

If it costs you $5 to make a product that you sell

for $100 and you pay $10 in ad spend per
purchase, it is hugely profitable. You gain $100 and
only have to pay out $15 (in ad spend and Cost Of
Goods and Shipping). Because this is interruption
marketing, your ads really need to appeal to the
audience that you're showing them to. Facebook
has incredible targeting capabilities for precise
audiences and the data that it can capture with
the Facebook Pixel is truly crazy but you need to
know how to leverage these effectively.

Facebook is one of the most effective forms of

advertising. Just think about it: for truly effective
ads, you need to be displaying them where people
are. Facebook has over 2.45 BILLION monthly
users at the time of writing this. It has a long
predicted life-expectancy which means that it’s
going to be around for a long time. Facebook
advertising is a high-income skill that can pay for
itself a thousand times over if you dedicate time
to truly mastering it.

Let’s talk about the process of a successful ad:

● You create the ad and the audience.

● Facebook searches for the targeted users.
● A % of the targeted users click the ad.

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● These people will be directed to a website,

landing page or to take a specific action
within Facebook.
● A % of these people will purchase, add to
cart, fill out a lead form, enquire etc.
● Facebook’s Pixel (when set up correctly)
collects data from these people, allowing
you to create audiences to retarget or
Lookalike audiences to prospect.

It’s important to note that advertising accelerates

businesses, it doesn’t necessarily fix them. Do not
use advertising as a remedy for a poor funnel,
otherwise you’ll end up losing money. It’s reasons
like this that I don’t work with clients when their
website is low-quality, has mistakes, or I don’t
believe in the product.

You can run many different types of ads using

Facebook. We’ll go into all of them shortly.

This brings us onto the different Audiences that

you can create. There are two sources of data that
can create an Audience. Facebook Universal Data
and Pixel data. Facebook Universal Data is
information that Facebook has about its users that
it can use to target you, this is mostly used in
cold, Detailed Interest targeting. For example, if
you go on Facebook and like Golf as an interest or
hobby, then Facebook will know you like golf; so
whenever someone wants to use the Detailed
Interest of golf, they would target you, because

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you fit into that category. The Detailed Interest

targeting area (where you select what interests
you want to target) can be found in the Ad Set
area when you are creating an ad. Then, we have
the pixel data, which as we discussed is based on
people who have already engaged and taken a
certain action with your business in some shape or
form. You can create custom and lookalike
audiences based on this pixel data, and we will be
discussing in more detail shortly.

To finish the basics, I’d like to add that you will

make your life infinitely easier by adhering to
Facebook’s advertising policies. Look into them,
know what they are and how you can abide by
them. Always stay compliant with the policies and
you will be ahead of so many competitors. I know
that too many people try to use underhanded
tactics in their Facebook ads, and they get
frustrated and angry when Facebook keeps
banning their accounts or rejecting their ads
because they violate policy. This is not the way to
be a great Facebook advertiser. Know the rules and
you will benefit from it, I promise. You can find all
of their policies on the Facebook website.

Campaigns, Ad Sets and Ads

Facebook Ads are split into 3 different sections:

The Campaign, the Ad Set and the Ad.

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The Campaign is where you select the Objective

that you want to achieve. We’ll go into all of them
one by one shortly. Ultimately, this is where you
decide if you want your ad to build awareness,
drive website traffic, drive purchases, drive leads,
drive engagement, etc. This is where you choose
the desired end goal of the ads.

The Ad Set is the backbone of the ad. This is

where you select the Placements and the
Targeting. This is where you choose where your ad
is shown, and who the ad is shown to.

The Ad level is what the targeted user sees. What

is the video or image? What is the text in the ad?
What is the destination URL? What is the headline
etc? You need to make this part stand out so that
your ads appeal to your audience. This is where
you create the actual ad that the end user will
see.

The structure of this is that the Campaign

contains the Ad Sets which contain the Ads. So
one Campaign may have four Ad Sets, each with
four Ads inside. That’s a total of one Campaign,
four Ad Sets and sixteen Ads (4 Ads inside of 4 Ad
Sets). You may want to have one campaign goal,
want to test 4 different audiences and placements
in your targeting, and then test 4 different types of
ad creative and ad copy (text) inside of those ad
sets.

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This is the foundation to Facebook Ads, so it is

important you understand it.
The Different Types of Facebook Ads

In terms of Facebook ads, trends come and go but

there are some concepts that stay the same. One
of these is the different objectives that your ad is
trying to achieve. Currently, there are three
objectives: Awareness, Consideration and
Conversion. There are different subcategories once
you decide which objective you’re trying to achieve
and which one of the above three it fits into.

At the time of me writing this, there are two

options under Awareness. These are Brand
Awareness and Reach. Brand Awareness is a
campaign designed to reach people who are likely
to be interested in your brand and potentially
showing them the ad more than once, therefore
improving brand awareness. The other option,
Reach, is designed to try and show your ad to as
many unique people as possible.

Moving on to Consideration, the first option is

Traffic. This is designed to send interested users
somewhere, whether that be a landing page or
website. The goal of this type of ad is to divert
traffic towards your selected destination.

The next option under Consideration is

Engagement; as the name suggests, it is a
campaign designed to get as many people as

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possible to engage with your post or page. This

will result in a higher number of shares, likes,
comments and/or event responses.

If you want to drive people to an app store to

download an app, then you will need to use the
App Installs option under Consideration. The goal
of this is to help to raise awareness and overall
downloads of an app.

Another possibility within the Consideration

objective is a campaign to boost video views. This
should be used to boost views for product
launches and other videos to raise brand
awareness.

Lead Generation, another opportunity in the

Consideration column is designed to collect leads
and contact information about people who are
interested in the brand.

Currently, the final option in this section is

Messaging. This aims to increase people’s
interaction with the messaging option of the
brand’s page. This helps to drive communication
with a brand or send through a messenger bot
sequence.

The final objective section is the Conversion

column. This is used to make people take specific
actions on your website like making purchases,
add to carts, and view contents etc.

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You can also utilize the Catalogue Sales option

under Conversion, this shows people products
from the brand’s catalogue to the target audience.

Facebook lays these options out clearly so that it’s

easy to understand. So easy to understand that
even a beginner should know what to choose.

Demographic, Interest & Behavior Targeting

This is the kind of precision that makes Facebook

advertising so effective. The Pixel helps record the
data of users who visit your website but what if
you don’t have enough website visitors for this to
be effective?

This is where Demographic, Interest & Behavior

Targeting comes into play.

You can target by demographic, which allows you

to reach people based on their education, their
job, their household income/dynamics (children
etc) and their lifestyle.

You can target by interest. This is exactly how it

sounds. If someone shows an interest for
something on Facebook or an affiliated
site/platform, then they will be considered as a
user that has an interest in that topic. For
example, if you follow Tiger Woods and several
golf brands, then Facebook will likely consider you
as someone with an interest in golf. This means

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that you’ll get shown ads by anyone targeting

users on Facebook with an interest in golf. People
are multidimensional and will, therefore, have
more than one interest and belong in more than
one category of interest.

Finally, you can target by behaviors. This is where

you can reach users based on their purchase
behaviors, what version of
Facebook(mobile/desktop) they are using, the
phone/operating system they use etc. For example,
you can target people who have recently bought a
product after seeing an ad.

Even Facebook’s cold targeting can still be

extremely precise which is why billions of dollars
are spent every year on Facebook ads.

When running ads, you will certainly do a lot of

testing with Demographic, Interest and Behaviour
targeting. If you are new to Facebook, I highly
recommend you setup a test ad account inside of
Facebook, setup a test campaign and just play
around with the targeting section. Type in anything
you can imagine, most of the time something will
come up of relevance that you can target. This is
what makes Facebook so powerful, the targeting
capabilities are crazy.

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Custom and Lookalike Audiences

If you plan on getting fantastic results for clients,

you will be using custom and lookalike audiences
on a daily basis, so it is extremely important that
you understand how they work.

Custom Audiences can be created through several

methods.

● People who interacted with your brand on

Facebook
● People who interacted with your brand via
your website and have been tracked using
the Pixel
● People who are on your customer email list
already (and then uploading that to
Facebook’s Audience section in your Ads
Manager).

There are others too, but these are the main ways
in which you create Custom Audiences. As you can
see, some of these users are extremely hot leads.
If someone has Initiated Checkout on your site but
has not Purchased, then you can have a Custom
Audience of these people and retarget them with
an ad. You can have a custom audience of people
who follow your Facebook page. You can create a
custom audience of people who have previously
bought from you before. You can create a custom

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audience of people who have watched a video that

you have uploaded into Facebook.

Essentially, a custom audience is an audience of

people who have interacted with your brand in the
past. You can create these custom audiences
inside of the ‘Audience’ section of Facebook Ads
Manager.

Custom audiences will always be used for

retargeting. Retargeting people who follow your
page or have watched your videos, retargeting
people who have visited your site and taken
certain actions (such as purchased, or added to
cart and not purchased).

You can then use these Custom Audiences as

seeds/sources to create a Lookalike Audience.
With a Lookalike Audience, you select the source
and then a country (the one you want to target)
and then Facebook will find the top 1-10% of
people in that country who are the most similar
(according to Facebook’s data on them) to your
source. This is a great way to prospect for
customers that are likely to be interested in what
you or your client is selling.

As a basic example, let’s say you have had 10,000

website visitors and you want to create a
Lookalike audience of these people. Facebook will
match up thousands of data points and similarities
between those 10,000 people, and match it up

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with people who look the most similar in the

country of your choice.

For example, if you choose a 1% UK Lookalike

audience, it will match up those 10,000 website
visitors and their data points with the 1% of people
in the UK who look the most similar. All of a
sudden you have a huge audience of new people
who look identical to your current website visitors.
If they are similar enough, they may also be
interested in your ads too. This is a great way to
build an audience of new potential customers,
simply by leveraging data you already have.

At a point when you have enough data, then they

will consistently outperform other forms of cold
targeting on Facebook over the long-term.

The Facebook Business Manager Explained

The Facebook Business Manager (BM) is a hub for

all of your team and clients. It is a place where
you can get access to your clients ad accounts,
pixels and pages, and share access across to
specific team members.

This is like a virtual office where you can see

everything. It saves you logging in and out of client
accounts and having to deal with potential
password issues or 2-step verification, especially
across different time zones.

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Inside of the Business Settings option, you can

keep track of everything. This is also the area
where you can send and receive requests for
access to your clients assets. This keeps
everything simple, tidy and trackable.

This is the area where you can add employees too.

You can add employees and manage their access
to client accounts; you can fluidly manage
everyone and everything inside the BM.

To understand this in more detail, I have a FREE

training on my YouTube channel. Search ‘Bradley
Riley Business Manager’ on YouTube and the
training will show up.

Stay Updated With The Academy Program

As I mentioned before, I can’t really go into much

more detail as the landscape changes so quickly
but these current options are here to guide you
and give you some long-term, precise knowledge
to build upon. If you are interested in further
learning though, I do cover Facebook advertising in
greater detail inside the Academy Program. Here I
am able to provide in-depth Facebook ads training
and provide information on current working
strategies.

Access the program now:

https://bit.ly/SMM-Academy-BR

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5. Scale

Client Retention

Retention > Acquisition

I always talk about how much outreach you should

be doing but here’s something even more
important. Service delivery!

What use is getting clients when you can’t retain

them? Always be sure that when you are selling a
lead on your service, that it is something that you
can deliver for them.

There are few things in business that are more

dangerous for your reputation than overpromising
and underdelivering your service. You have to know
that you are capable of helping someone and then
you’ll know that you can retain them. Another big
thing here is setting expectations. You absolutely
must set correct and accurate expectations with
your clients! If you don’t then are they wrong for
being disappointed in results?

Really apply yourself to becoming the best at your

service delivery and you will naturally rise to the
top far easier than if you are neglecting it.
Outreach is crucial but retention is paramount. It

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is so much easier to have a consistent and

predictable income when you know a client will
stay with you.

Imagine having one client paying you $2,000 per

month that sticks with you for 3 years. That client
is worth $72,000 for you. Or you can keep landing
and losing clients and make $72,000 over the
course of 3 years. By the time you take sales calls,
onboard them, and deal with the service delivery,
it makes your workload 10X higher for the same
income generated. The easiest way to scale is to
know every single time you land a client, that they
will stay with you a long time because you are
going to over-deliver and you run a business that
is focused on retention.

Just remember, if you don’t have any clients to

retain, then you should focus heavy on acquisition
first.

Building A Team Online

If you want to scale your agency, you simply have

to build a team. You can’t be running all areas of
the business yourself, you will soon hit a ceiling
you can’t scale beyond. If you hire a team, this will
give you more free time to focus on acquiring new
customers and scaling the business.

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Yes, hiring specialists to do fulfilment work for you

eats into your profits but you also get three main
benefits when you do this:

1. It is less work for you, allowing you to…

2. Get more clients and complete work for
them
3. These clients get a higher quality of work
because you have an evolving, virtual
agency filled with professionals in their
fields.

You do not need to recruit full-time employees

into your team on payroll, you just need to find
and hire the right contractors online. You can then
get your team on retainers. This can be on a
per-client basis, or you can pay an hourly rate. This
will differ depending on your agreement with your
contractor.

Over time you can certainly hire in-house if you

would like, but one of the benefits of hiring virtual
is that you don’t need any upfront money to pay
them. You will use the money you make from the
retainer from your client to pay your team. Ideally
you want to aim between a 50-75% profit margin
after paying your team, but this will always differ
depending on your agreement with them and the
size of the client retainers that you close.

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If you apply this, not only will it help you to scale

your business, it will also give you more free time.
This section is central to the business model. Take
on work for clients and then give up some control
for specific parts of the job, whilst you manage the
process and ensure that you’re getting your clients
positive results.

Speaking from experience, I believe that it is

impossible to scale your social media marketing
business without building a team. That team can
be in-house or online but it is vital to create a
group of specialists that you can rely on.

You should be a business owner, not an employee

of your own business. Think about it. If you really
want to scale, you need to do this sooner rather
than later, I would recommend you do this from
day 1.

Hiring Top 1% Experts

The main benefit of hiring is that you can’t scale if

you are doing all the fulfilment work yourself;
you’ll hit a glass ceiling that you can’t break
through.

Delivering the service that you promise to provide

is one of the differences between what will make
your business great, or a failure. Should you decide
to put your profit margins first and not hire
experts, then you will be sacrificing the quality of

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your results. You reap what you sow in this

business model and clients will not stay with you
for long if they feel that you are not trying to
deliver a quality service (that you promised!). I’m
not trying to use scare tactics here, I’m just trying
to give you the best advice for starting and
developing your business.

You can do everything else right in this book, when

you apply it all, but if you don’t try to provide the
best service delivery then your client satisfaction
will be low and the probability of them leaving you
will increase. If, when you hire team members, you
are looking at how much they will cost you and
pick the cheaper, less experienced person instead
of an experienced expert that will cost you more
then you are doing your client a disservice and you
are doing yourself a disservice. Obviously you have
to consider your profits, but always put client
satisfaction first.

I believe that if you want to be taken seriously as a

social media marketing agency then you will need
to find the experts and deliver the best quality
service that you can. Yes, you could hire cheaper
people that aren’t as good at the job but that is a
decision that benefits your profit in the
short-term. Nearly all of your important business
decisions should be about long-term impact.
Long-term decisions ensure that you value the core
of the business model and deliver a high-quality
service.

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Besides, it just makes sense to hire the experts.

Clients will, on average, stay with you longer if you
are delivering a high-quality service. Get experts in
your team so that when you sell your services
because it is genuinely beneficial for them, not
just you alone. Speaking from experience, selling is
far, far easier and fulfilling if you are selling a
product or service that you trust and believe in.

So the question on your mind right now is

probably, “where do I find these top 1% experts?”.
These people can be found on freelancer sites,
forums and Facebook groups. Obviously there are
more ways to reach experts, but these tend to be
the most effective ways.

If you are looking for a Facebook ads expert, find

Facebook ads groups, forums or create a client
account on multiple freelancer sites. Make posts
that you are hiring a contractor for your agency,
and see who reaches out. You will be surprised
how much interest you will get. Make it very clear
you are an agency and looking for a contractor
though, as you don’t want to get approached by
another agency. Just be sure you are doing
continuous outreach for your team, just as you do
outreach to land clients. Don’t expect to make one
post and find your perfect contractor, just as you
wouldn’t expect to land a client on your first
outreach message. Make posts every day and
consistently be on the lookout for talent.

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When you are hiring, remember it is a deselection

process, not a selection process. You need to go
through and deselect people who aren’t a great fit
until you are left with people who have potential.
From here you can make your decision, based on
cost and experience.

Ideally you’d want 3 core members in your team to

begin with. A Facebook Advertiser, A Social Media
Manager and a Virtual Assistant.

Hiring experts will mean that you can have

confidence in their abilities and therefore, trust
them. Trust is vital when building a team. It also
means that you do not have to micromanage every
little thing that they do because they have
experience in the field. Micromanaging is one of
the worst things you can do as a leader and hiring
experts will mean that there is no need for that to
happen. Give your team creative freedom and
control.

Train your team in any service that you may need

them for. Remember, you are NOT outsourcing. You
are building a team. A unit. A company with an
aligned vision. A real agency that focuses on
getting fantastic results for clients.

Note: If you are looking for a reliable media buyer

for your agency, we offer a fantastic white label
service at affordable rates. Learn more here:
www.yourmarketingpartners.com

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How Much To Pay Your Team

There are a few different options here and I think

it comes purely down to personal preference and
what works for the team you hire.

There’s hourly - where you pay someone a set

amount per hour and pay them for every hour that
they work. Simple. This is great for VAs etc, who
can take a lot of work off your plate for not very
much money.

There's a fixed rate - where you pay someone a

fixed amount for a project. They are paid per
project. A Facebook advertiser may charge $500
for a month of doing the ads, and you might have
3 ads clients, so you would be paying their fixed
rate, multiplied by your 3 clients that you want
them to deliver for, totalling $1,500/per month.

Then there’s salary - typically for people in house

or staple members of the team that aren’t going
anywhere and typically are an integral part of your
business. You pay these people a set amount each
month that is not likely to fluctuate, unless your
business scales and you want to pay them more (if
they take on more responsibilities or just do a
great job etc). As you scale, you will likely need
more people on salary, as they are constantly
available to field anything that you need to happen
in your business.

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Then you have percentage cuts - this is where you

give a flat percentage of a client. For example you
may agree to a flat rate of 50% of the retainer you
get paid, and pay your Facebook Advertiser that.
On a $2000 per month client, that is $1000 per
month, on a $1500 per month client this is $750
per month.

Finally, there’s commission. This is great for sales

jobs, where people only get paid per deal they
close etc. You have to come up with a commission
system if you are going to do this. For example, a
10% commission on a $1,000 product would mean
that a salesperson is paid $100 for each deal they
close on that product. I like the two following
commission schemes: a 10% recurring retainer or
50% of the first month.

The important aspect to note about paying your

team is that it all comes down to your income.
What value do they provide and what are your
profit margins? Always put results first, especially
in the beginning; contractors eating into large
profit margins isn’t nearly as bad as developing a
bad reputation as someone who cheaps out on
service and can’t keep a client.

I like to recommend that, whatever you pay your

team, try to keep around a 50% profit margin after
paying your white label team or contractor. The
average agency runs at 25% profit margins, so this
puts you at almost double that providing you keep

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your other costs in check. Also, please, please,

please keep track of your income and your team
costs (and all of your other outgoings). Don’t make
hires that detract so much from your profit
margins that there’s no breathing room for a rainy
day or that there’s no money left to reinvest into
your business.

I help people in the Academy Program make

connections with Advertisers, Social Media
Managers as well as Virtual Assistants. We have
what we call the ‘contractor wall’ which you can
gain access to when you join. Get started now.

Visit: https://bit.ly/SMM-Academy-BR

Hiring VAs For Administrative Tasks

VAs (Virtual Assistants) are the unsung heroes of

social media marketing agencies and businesses in
general. You will find that VAs are usually a lot
cheaper than the other experts that you hire
despite being crucial to helping you stay organized
and progress as a business.

A good VA has excellent communication skills and

is good at administrative tasks. Don’t expect them
to know the ins and outs of what to do, but if you
teach them how to do something clearly and with
precision, then they can be your Swiss Army Knife
of employees. Having the administrative tasks

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taken off your hands further frees up your time to

spend on IPAs, or if you have scaled to your
desired income, more free time. You can even have
your VA help you with your outreach.

Hire a VA when you are ready to scale or if you

find yourself bogged down and stuck in the mud
with admin. My biggest tip for hiring is that you
should look at your business and determine what
is your biggest bottleneck or pain point and hire
for that position. If you find that outreach is a big
part of your work day and eats up the biggest
portion of your time, then hire a VA to do that task
for you.

If you find that you spend most of your time

replying to emails then you should get your VA to
take control of this task. This will allow you to
repeatedly revise which parts of your business
need more attention, and automate them.
Eventually, you will be able to completely remove
yourself from the business and it will still work.
It’s important to be able to take a step back and
review your business and where you spend the
most time working in order to help your agency
run at peak efficiency.

Essentially, VAs should be hired to free up your

time with the administrative tasks that take up
your days but don’t require too much learning an
expert-level skill. If you want to scale, you will not
be able to reach the maximum potential of your
business without one because you simply won’t

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have enough time to do it all yourself. Hire a VA

that can communicate well and that you believe
you can trust. You want to find someone with
positive reviews, because they can make all the
difference. Ideally, your VA will have a good
response time, will be prompt, organized and
trustworthy. Your VAs will become some of your
most important hires if used correctly. In my
opinion, as with experts, the best places to find
the best VAs are freelance sites.

They can help with: outreach, emails, research,

organisation, calendars, bookings and pretty much
anything you need help with.

Good hires from areas of the world like South

America or Philippines, where the cost of living is
lower, hiring talent can be extremely cost-effective
at $4-5 per hour.

The next step up from this is a personal-assistant

you can hire in-house, but that may not come until
your agency is at scale. To begin with, a VA is the
most cost efficient and readily available option.

If you want me to connect you with a reliable VA,

simply email my team at
[email protected] with the subject
line ‘VA’.

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Team Building & Communication

As I said before, I believe that one of the main

problems with the $/hour system is that, at best,
it doesn’t encourage efficient work and at worst, it
outright discourages it. These methods are not
only better for workflow in that sense, but they are
also more helpful in terms of predictability for
your outgoings.

When you hire in-house, on payroll, you take a

whole new level of responsibility, cost and risk as
well as their pay being considerably higher.

I recommend you find a team online before you

get clients otherwise you’ll struggle with service
delivery. Finding people won’t cost you anything in
advance; you can just find them and then call
upon them when you land the client.

As discussed in the Hiring Top 1% Experts section,

you want to find good people for your team, you
do not want bad communication or sub-par work.
It is important to set expectations early before you
hire someone to make the details of their job
clear.

When you start your search, be sure to thoroughly

vet potential team members. It's always a good
idea to have backup people so that you can
provide the service, even if your main team
member for that area of your business is away or

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cannot work for you anymore. It’s a good idea to

have a shortlist of backup people who can do the
job ready so that you can call up on the right
people at the right time.

Communication goes hand-in-hand with team

building and with the internet at your fingertips, it
is an easy issue to cover. With the onset of virtual
businesses came the programmes that allowed
you to build a virtual workplace, like Slack. Slack is
a great tool that you should download and utilize
if you want to build a virtual team instead of being
a lone wolf. This way you can keep all your clients
in the same place as well as all your team
members’ channels. This ensures the best possible
opportunity for communication between you and
every one of your team members regarding
specific clients, whose details can be found in
their respective threads.

You don’t want certain team members to

communicate via email, some via Facebook, some
via text message… it’s messy. Download Slack for
free and have a system in place for this. Your goal
is to build a real team, not just have an
outsourcing agency. Having a tool such as Slack to
communicate with clients and team members will
be crucial at scale, so you may as well implement
it from day 1.

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Systems And Automation

A system is defined in the dictionary as:

1. A set of things working together as parts of

a mechanism or an interconnecting
network; a complex whole.
2. A set of principles or procedures according
to which something is done; an organized
scheme or method.

Both are perfect descriptions of what it means to

have a system in your business. You should create
systems for nearly everything in your business in
order for it to function at peak efficiency. If you
want to scale then systems and automation are
something you need to organize sooner rather than
later. If you try to scale before you have systems in
place, you may trip over your own feet and then it
comes a case of running before you can walk.

It is CRUCIAL to have systems and some level of

automation to scale otherwise you will find that
you are constantly stuck at practically every
bottleneck. Design systems before you scale to
ensure that you can handle more clients. With that
in mind, let’s cover some of the best systems to
create. Ensure that your payment system, as a
business, is automated. Constantly reminding your
clients to have to pay causes friction. On the other

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hand, if you send a recurring payment then you

pretty much don’t have to bring it up; it’s more
professional too.

Have a system for your onboarding process. If it is

a difficult and painful process without a system in
place then you will have given your clients a
negative experience before they even start working
with you properly. Have a set guide to follow for
every single client and that way, you can ensure
maximum efficiency and minimize negative
experiences for this whole area of your business.
Remember to keep it as smooth and simple as
possible to maximize their first experience with
your agency.

Don’t forget, you can get your free onboarding

system inside of the Academy Program.

Have a system for your communication, I like to

keep everything in Slack. Please do yourself a favor
and do not have multiple facets of communication
with your team. Don’t have an email thread, a
group chat on WhatsApp, a Slack account and
another virtual workplace tool. Keep it simple and
remember that less moving parts, means less
things can go wrong. Three times as many parts
mean three times as many parts can go wrong. Be
efficient.

Take a look at softwares like Zapier that help

connect other softwares together. You can create
connections between nearly any software that you

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can think of. Failed Stripe payments can be sent

straight into Slack as soon as they happen, etc.
This way, you can get as many notifications or
messages in one area as possible- meaning you
won’t have to keep checking every software you
use, every day just in case something has gone
wrong. Instead, the messages can be sent
automatically by Zapier to your virtual workplace,
as they happen. This will save you time and work.
Check out the thousands of automation options on
their website.

Think of any area or task you have in your

business, the chances are it can be systemized.

Remember, if you are making money and can hire

someone to do something cheaper than you
estimate your time is worth, then you should do it.

The goals of systems and automation is to

minimize pain points for you in your business.
Once you have solved one of these pain points,
take a step back and reevaluate where your new
pain point is, then create a system for that. This
means that your business is constantly being
refined to be as efficient as possible. This way you
won’t get snowed under in client work because
you’re too busy bogged down with your own
time-consuming inefficiency because of a lack of
order and organization.

In terms of systems building, I believe it is one of

the most important aspects of your business.

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These 5 steps will help you to build systems for

your business.

1. Take a step back from your company and

analyze what is taking you the most time,
and/or causing the most stress.

2. Figure out a way to remove yourself from

the situation. Can you hire someone else to
do this? Can you use a software to fix this
situation? How can you minimize the
amount of moving parts for this process?

3. Once you have your answers to these, you

should be able to think of a system that
would remove the time and stress factors
for this process. Implement and test the
system, then refine it.
4. When the process is successful, make sure
you and your team are fully aware of the
new procedure and stick to it.
5. Repeat- take a step back again and look at
the new most stressful process in your
business and follow the steps above again
and again until your business runs
perfectly.

Even if you never plan to sell your company, you

need to build your company in a way that it would
be sellable. As if someone else could come in

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tomorrow and it would run profitably and

efficiently. You probably won’t sell your agency but
build it as if you would.

Remember, as CEO, your job isn’t to do tasks that

could be done by a software or an employee. You
need to oversee the progress of your business.

Process Simplification & The E.S.A.D Method

This is the process that I use to simplify my

business. I learned it from Tim Ferriss and it’s a
brilliant way to be more efficient with your time
and money within your business. Let’s talk through
the process.

Elimination - Does this task need to be done, or

am I adding extra parts? Does it help me get to
where I want to be? So many people, especially
when they’re just starting out, waste time on tasks
that aren’t going to help their business and
certainly aren’t going to generate revenue for their
business. Be honest with yourself and answer the
question. If the answer is no then just cut this
task out and forget about it.

If the answer is yes, then your next step is…

Simplify - Can this task be simplified? I often find

that if a task can be simplified then I’m not sat
there for too long before I can cut out what

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aspects of the task are complicating what is

otherwise a simple process.

If the answer to this question is yes then

implement the simplified version of the task
instead.

If the answer is no…

Automate - Can this task be automated? You can

automate many tasks with a software or a tool.
Don’t spend money on hiring if you can solve a
simple problem with a software. Instead of
manually posting for you social media
management clients every day, why not use a
social media scheduling software so that you can
bulk upload a month of content?

If the answer is no…

Delegate - Can this be delegated? Can someone

on your team do this? Do you need to make an
additional hire?

This should be your last option because the steps

before this one are designed to streamline your
business so that it is more efficient in terms of
time and money.

Look at your current tasks and evaluate using the

E.S.A.D Method.

Can you eliminate it?

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Can you simplify?

Can you automate?
Can you delegate?

Always approach systems and tasks with this

process in place and you can rest easy, knowing
that your business is approaching everything in the
most efficient way possible.

The Personal Touch

As we have already discussed, retention of clients

is a key part of scaling successfully. One of the
best ways to scale is to use a simple method
called ‘The Personal Touch’.

The personal touch separates good businesses and

the best businesses. If you want to be one of the
best, then you must provide a personalized
experience for your clients, which shouldn’t stop
at business. You can achieve a personal rapport
with a client by doing thoughtful things, like
sending cards or ecards to them on special
occasions like Birthdays or Christmas, if they
celebrate these kinds of holidays. With larger
clients you may even consider sending them a gift.

You may also want to remember what the names

of their family members are if they ever bring it up,
or if they mention that they have a pet then
remember that and add it to the card that you

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send etc. There is a rule, based in journalism,

called get the name of the dog. This rule is exactly
what it says, if you’re ever covering a story with a
pet involved, take down its name. Why? Because
people care about animals and find it thoughtful
when they are included. You will achieve the same,
positive effect by including someone’s pet on a
greetings card.

Think about this for a moment. What do people

love most in the world? Their family and the rest
of their loved ones- so it makes sense to
remember anything that they say about their
family and most importantly, show that you care.
Clients are more likely to stay with you for longer
periods of time and recommend you to others,
helping your business. It’s a no-brainer when all it
takes is to be a thoughtful person and show your
clients that you care.

It is the little personal touches like this that will

drive your retention through the roof and ensure
your clients never leave you. Plus, I have always
lived by the opinion that being a kind, thoughtful
and generous person is always going to get you
further in life. Running a business (like in life) isn’t
all about what you can get out of every
relationship, it’s about what you can provide and
give to others. Take this mindset into your
business and watch your agency rise to the top.

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6. Finishing Touches

Evergreen Information

When writing this book, so much emphasis was

put on making the book as evergreen as possible.
The idea is to provide information that is still
useful to you, the reader, a decade from now. With
technology being a J-curve, meaning the more we
progress, the more we can progress, this is
extremely difficult when writing a book about
digital marketing. That is why I recommend
checking out relevant courses and always investing
in yourself beyond what is necessary to get
started. The goal was to avoid the main issues
with other books in this field that are only three
years old and that are already outdated. The
business formulae, equations and the information
in this book are not designed for short-term wins;
this book was created with the future and your
future in mind.

Try your best to keep up with the ever-shifting

landscape, apply all the timeless, evergreen
information that you’ve learned along the way and
there will always be a place for you in the world of
business.

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To Conclude...

Unfortunately, our time together in this book has

come to an end, but don’t worry, this is just the
start for you! In this book you have learned the
fundamentals of the social media marketing and
management business model. We have explored
so many techniques that you should know to get
started, from outreach, to sales, Facebooks Ads,
building a team, and more. This book was designed
to give you actionable advice and really persuade
you to take back control of your life and your
work.

I encourage you to make the world a better place

by self-investing and improving on what you have
already built. If you do this, I promise you that the
way your life will change will be far beyond your
wildest imaginations. Of course, there will be long
days and hard work ahead as you start, but know
that you are taking the first steps of a journey that
will lead to a better life for yourself and everyone
around you. The worst thing that can happen is
that you don’t implement the lessons in this book,
it will be such a waste if you close this book for
the final time and move sideways or backwards,
instead of forwards.

There should be nothing holding you back, don’t

get caught by perfection paralysis. Not everything
you will create will be a flawless masterpiece, but
it will always be a lesson to learn from. You should

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learn the service now. Take the next 30 days to

employ everything that you’ve learned in this book
and learn more about the intricacies of social
media marketing and make a start on your new
life. Don’t put it off and don’t delay your success.
Make yourself the promise today that you will act.
Because if you do- if you stick to it and work hard
at it, then I promise you that you are a lot closer
to your dream life than you think.

I wish I had this resource when starting out, it

would have saved me so much wasted time and
money. My only hope is that it has served you and
will be the catalyst to great impact in your life. I
truly wish nothing but happiness and success for
you, if I can ever do anything to help, please let me
know.

Bradley Riley

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This Is Only The Tip Of The Iceberg

If you have just finished reading this book and

you’re super excited to learn more, then I have
something to show you.

There is so much more information for us to delve

deeper into that I could not come close to even
scratching the surface in this book. This SMMA
Excelerator book is fantastic, but it is just the tip
of the iceberg. You can still look deeper if you
want to.

The truth is, you probably fall under one of these

two categories right now.

Category 1 - You’re really happy with everything

you’ve learned so far and you are excited to put
the pieces into place, because you know that little
hinges can swing big doors. I’m fairly certain that
I’ve given you many things that can have an impact
in your life. You’re ready to go and seize the day,
knowing at any time you can revisit this book and
continue to improve your agency with things you
learned from The SMMA Excelerator.

Category 2 - You realize this really is only the tip

of the iceberg, and the next logical step is to get
some higher-level in depth training and support.
You understand that the fastest way to success is
to have someone like myself to personally guide
you and hold your hand every step of the way.

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You’re inspired but ready to take things to a whole

new level and you’d like some more advanced
training to help you get there.

Over the years of training thousands of people just

like you, the one thing that ALL of my most
successful students have in common, is they fell
under the second category. Eager and ready to
learn not just the basics, but to become a master
and really accelerate the growth of their life and
business.

I don’t believe anything can accelerate your growth

faster than mentorship, community & training.

This is why I started the Academy Program.

Over the last several years, we have helped

thousands of people to quit their job and make
more money by starting and scaling their agencies.

We ONLY have one educational product. This

covers everything you’d ever need. It’s ideal for
experts, intermediate & beginner agency owners.

So it’s with great pleasure that I introduce you to

both the Academy Program:
https://bit.ly/SMM-Academy-BR

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Your Invitation To The Academy Program -

Join Now! (Limited Spots)

At YourMarketingPartners, this is our flagship

training product and I want to extend an invitation
for you to join.

If you’re reading this, you know self education is

one of the best ways to take your life and
business to the next level. You will also know the
importance of programs and surrounding yourself
with like-minded individuals.

But how valuable would it be if all of those were

combined into one program? This is how the
Academy Program was born.

Here is what you get as a student of the Academy

Program:

1 - ACCESS TO ALL SOCIAL MEDIA MARKETING

ACADEMY 19+ MODULES, 400+ RESOURCES. Inside
The Academy, you're going to get access to a
mind-blowing library of content that will give you
in-depth tutorials & strategies that'll allow you to
scale your marketing agency to the moon! Includes
400+ step by step resources, follow along step by
step, click by click.

2 - ACCESS TO A PERSONAL 1 ON 1 MENTOR, GET

YOUR QUESTIONS ANSWERED DAILY. When you
join our program, you don't just get a course, you

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get a personal 1 on 1 coach that you can message

every day Monday to Friday for ongoing coaching
and support in your 1 on 1 private area. Ask ANY
questions you have. We can overview your scripts,
help you with pricing, identify your bottlenecks...
the list is endless. Your coach will support you
daily.

3 - EXACT ACTION STEP CHECKLISTS (FOLLOW

STEP BY STEP AFTER EVERY MODULE). When you
join you're going to EXACT step-by-step action
step checklists provided. Turn your education into
implementation with ease. We leave no stone
unturned here, after every single module you'll get
an action list checklist for you to follow to start
growing your business the right way. Work with
your coach to ensure these are done properly.

3 - 300+ PRINTABLE PDF WORKSHEETS, LESSON

OVERVIEWS & AUDIO LESSONS. Every video lesson
comes with a printable worksheet, lesson overview
and audio lesson. This is helpful for all types of
learners and will help you digest the information
better. In addition to the videos, this takes the
total program resources to over 400+.

4 - ACCESS TO UNIQUE ‘WARM OUTREACH’

TRAINING TO EASILY LAND CLIENTS. Upon joining
The Academy, you're going to get access to
Bradley's unique warm outreach training. We go
way beyond the traditional 'cold email' or 'cold
calling' strategies to acquire customers. We're
going to show you a plethora of ways you can get

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clients who are looking for YOU! This gives it the

crown for 'most in-depth acquisition training' of
any program.

5 - ONGOING SUPPORT INSIDE OUR PRIVATE

FACEBOOK & DISCORD COMMUNITY. When you join
our private group, you're going to get access to a
network made up of the hundreds of the
highest-level social media marketers in the
business. With this support system by your side,
you will crush your goals in record speed!

And much, much more...

Join the incredible program, skyrocket your agency

and get support every day.

Join now or learn more by visiting:

https://bit.ly/SMM-Academy-BR

We have limited spots due to the demand, so if

there’s no availability on the web page join the
waitlist to be emailed when we have open spots.

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White Label Services (Partner With Us At

YourMarketingPartners)

After years of working with and hiring BAD

contractors and freelancers for my agency, I saw a
huge need for high quality and reliable contractors.
A good team is everything.

Especially when your team is your biggest asset in

your business, it is really important you have
people you can rely on to get good results and
have good communication. If you want to not just
land clients, but retain them and offer a great
service, this is essential.

At YourMarketingPartners we are a UK based white

label marketing fulfillment company. We offer
dedicated Media Buyers for your agency at a
reasonable cost. Our team all work from our UK
based office and their sole focus is on getting
amazing results for clients.

The results we’ve seen for our agency partners

have been crazy. We handle everything from
results to communication with clients on Slack, so
you can focus on growth and landing clients.

Learn more & apply to work with us:

www.yourmarketingpartners.com

Have any questions on pricing or how the service

works? Email us: [email protected]

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Here Is What Others Agency Owners Are

Saying About Bradley

Over the last several years, we have helped

thousands of people to quit their job and make
more money by starting and scaling their agencies.

“My life has made a complete 180. I went from

having $0.34 in my bank account to charging $100
an hour, working from anywhere I want and earning
$40-50k. I have to say thank you from the bottom
of my heart. I was in a tricky spot a few months
ago. You helped me believe in myself and gave me
the tools I needed to take control of my life and
start a thriving business”
- Carlton Clark, Student

"Bradley, you have helped me land 60+ clients for

my agency over the last few years. You've
transformed my business and taken it to another
level..."
- Michael Vargas, Student

“The strategies that Brad teaches have allowed me

to quit my job and travel the world running my
business full-time for the previous 2 years. I'm now
up to 30 countries!”
- Perttu Paakkola, Student

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"I couldn't think of anyone better to have as a

mentor than Bradley... The value is fricken amazing!
He helped me land my first client for over €2,000
per month, and I have landed multiple clients since
then, thank you!"
- Oscar Raita, Student

"I Was Making $800 Per Month With One Client And
Now I'm Making $5,700 A Month After 30 Days. I've
Never Made This Much Money And It Wouldn't Have
Been Possible Without All Your Help"
- Nick Werner, Student

‘I worked at Sky doing a 9-5 job I hated. Then I met

Brad… I took his program and implemented his
advice. Within a few weeks I was able to quit my
job, and in the last year have worked with over 35
clients, travelling between the UK and Bali, running
my agency full time! Thank you so much, Brad”
- Robert Breeze, Student

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Common Questions

Do I Need Money To Start?

No, you don’t need any money. This is what I love

about Social Media Marketing, it takes no large
cash investment. Unlike other businesses and
business models. The only costs you will incur are
likely team and software costs, all of which only
come after you have landed clients and have
started making money. You can get started today,
for $0.

I Live In A Third-World Country. Can I Still Do This?

Yes, I have had several students land clients and

start a successful business out of a third-world or
developing country. One example of this is a
student who landed 10 clients within his first 2
months in the training program, he lived in a third
world country and could speak little English. The
last time we spoke he was well onto hitting 30
clients in the coming months. There really is no
excuse, don’t let your location hold you back from
taking action. As my methods are mainly
online-based, your location is irrelevant and you
can land clients worldwide, with only a laptop and
an internet connection. I have worked with clients
all around the world, and you can do that too.

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Am I Too Old Or Too Young?

No, that is a limiting belief you are telling yourself

that is just holding you back. I have trained and
mentored people of all ages, from as young as 13
to people over the age of 50+. Age is just a
number, this business model can work for anyone.

Are SMMA Services Saturated?

The top 15 countries in the world have almost 200

MILLION companies… all of which want more
money and more customers, right? The SMMA
industry is definitely not too saturated and there is
an abundance of business for everyone. The
amount of agencies compared to businesses that
need help is minuscule, and social media is only
growing- so more and more businesses are going
to want help adapting. Also, remember you only
need 2-4 of those businesses as customers to be
making a substantial full-time income. As the
saying goes: “The best time to plant a tree was 20
years ago, the next best time is right now”, so
there is never a better time to get started than
now.

Will This Work For Me?

I have helped hundreds of people, both males and

females, from first world countries and third world
countries. I’ve taught young people, old people,
people with disabilities, people with language
barriers, introverts, extroverts, the list goes on….

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This business model is for absolutely anyone as

long as you take action and commit 100%.

How Long Until I Start Making Money?

How long is a piece of string? This really depends

on the person. I have had students land multiple
clients within the first 2 days of taking action,
sometimes people take a week, sometimes 2
weeks, sometimes a month, sometimes more. All I
can say is that if you DO take action and follow
the steps, I see no reason for you to not land your
first client within a short period of time. Let me
ask you a question… If others have landed several
clients in their first week, why can’t you?

How Much Time Do I Need To Start to Start An

Agency? Can I Do This With A Full-time Job?

You can do this at your own pace, as slowly or as

quickly as you want. A good place to start is 30
minutes a day. This gives you enough time to take
action. The more time you have, the quicker you
will get results, however I understand that for a lot
of people, free time is scarce. If that is the case
with you, that is the EXACT reason why you need
this training program more than anyone. I’ve
helped several people quit their full-time job, so
what are you waiting for?

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Contact Us

Be sure to stay up to date with Bradley and make

the most of all of his content across social media.
Follow all the channels below.

YouTube: Bradley Riley

Instagram: @bradleyjriley
Facebook: @bradjriley

Any questions or enquiries? Visit our website or

reach out to our support team.

Academy Program: https://bit.ly/SMM-Academy-BR

Our White Label Services (YourMarketingPartners):

www.yourmarketingpartners.com

Email: [email protected]

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