Boot Camp Institute
Boot Camp Institute

Q&A

Welcome to the exclusive Launchest Q&A Site. This section gives you the opportunity to ask questions and have them answered by us! To submit your question, complete the form at the bottom of this page. We’ll post your answer shortly and notify you. If you have any resources that you’d like us to add to the Launchest Toolbox, just let us know – our mission is to give you everything you need to be successful.

Setting Up Your Business

[jaccordion size=”small” theme=”smoothness” active=”0″] What if I’m not ready to get paying clients yet? I think I need some experience..::

If you want to get your feet wet and build your portfolio without the risk or stress of a full-paying client, you may want to try:

  • Managing social media for a non-profit pro-bono
  • Managing social media for a new business that you love for a discount
  • Finding a service that you use and doing social media as an “exchange for services”
  • Finding a family friend with a business and offering to help them get set up. If they see the value they could hire you.
  • Run a promo for your first 3 clients and offer your services at a discount.

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How long will it take me to get my business running?::
It depends on how much time you spend on it and your current social media and business knowledge level. We’ll walk you through setting up a website and even help you create starter logos that you can use. You’ll also get brochures, website copy, marketing ideas, and social media packages so you have everything you need to start successfully selling and marketing your business. You’ll also get access to our Social Media Certification Program so that you can get certified in social media to enhance your credibility (included in the program). Depending on your current knowledge level, you could be up and running in as little as a weekend. We’ve done most of the work for you with professionally crafted tools, templates and resources based on years of experience.
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Am I Qualified Enough to Get speaking engagements?::
The guide for this gives you some ideas, like local Chambers of commerce, industry associations or local meetups. If you are just getting started, start small. Don’t get infront of a big audience your first time. Find smaller local organizations that are looking for informative talks (check for an event calendar on their site with educational information).

To enhance your credibility as a speaker, create a speaking page on your website with all of your information:

  • A short bio
  • A long bio
  • List of previous engagements (if you have any)
  • Talk descriptions
  • Headshots

The page on your site will increase credibility when you pitch local organizations about speaking.

Include it in your email when you suggest the talk. This gives the appearance that you are an experienced speaker.

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Getting Clients

[jaccordion size=”small” theme=”smoothness” active=”0″] I talked to a business that said that $500 a month was too much to spend… What should I do?::
For established businesses that are making money, this is a drop in the bucket. It is a small fraction of the cost of any other form of advertising. Here are a few suggestions:

  • They may not be right for you. Not every small business makes enough to spend $500 on marketing, and some maybe don’t believe in marketing at all! Try targeting businesses that you know have some cash flow and do marketing and you’ll likely have a more positive success rate.
  • Show them how you’ll make them money. Ask them what the lifetime value of a customer is. Not a single visit or purchase, but the lifetime value of a customer. Next, figure out how many customers social media will have to bring in each month to be profitable. For many businesses, the lifetime value of a customer is well over $500 – so you’ll only need to generate one new customer a month!
  • Ask them how much they spend on other forms of marketing. Some businesses will initially balk at a price, but when you compare it to their total marketing, it really isn’t much at all.
  • Ask them what they would be prepared to spend. Some people just don’t know how much something like social media should cost. It is helpful to get a feel for what they are thinking. Next, show them all the value that you will bring to the table and all of the things you’ll do for them.
  • Ask them what social media would have to deliver for them to spend $500. This can help you determine what their current real objections or problems are.

Your goal should be to understand if the problem is the total amount (they don’t have $500 of cashflow to spend) or that they don’t know if social media is worth it.
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What do I do with the brochure::
When I was first told that I needed a brochure for my speaking business I thought it was ridiculous – who would I mail it to? I didn’t have a list of leads? My brochure is now one of my most powerful marketing tools. It makes me look organized and professional. Here is what I do with it.

  • I email it to every potential lead right away to increase how professional I look.
  • I print it and bring it with me everywhere. I pass it out with my card upon request.
  • I bring it to initial meetings with prospects – it shows them I am professional and experienced.
  • I email it to friends/family to help them understand what I do.
  • I give it to participants when I do presentations at local events.

There is probably a lot more that you can do with it, but the idea is to look professional and experienced by using it as often as possible. Even though most people won’t read through it, you look good!
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What is a good success rate for signing up clients that I pitch?::
There isn’t one answer to this – it depends on the clients you are pitching, your competition and the strength of your presentation. For example, at Boot Camp Digital our close rate on corporate training is about 50% — but these customers come to us — we aren’t calling their HR departments. A good success rate is simply one that is improving. If you start with businesses that you have a background with and use the tools we’ve given you, you are off to an amazing start and will come across more professionally than 95% of social media marketers out there. Tip: If you lose a lead, always ask them why. Try to find out why they went with someone else, or decided not to do social media so that you understand where you might be failing.
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How much time will I have to spend on each client?::
This depends on a few things — like how well you know them, their industry and your comfort and familiarity with social media tools. For example, managing social media for an Information Technology company if that isn’t your background, would take more time than creating posts for a Yoga studio (if you like Yoga). In general though, I would suggest:

  • Discovery and learning about their business (including research): 5 hours
  • Social Network setup: Depending on how many visual assets they give you and what you have to create 1 hour per social network
  • Maintenance: With pre-creation and scheduling this can be simply. Generally anywhere from 15 minutes – 1 hour a day for managing 1 social network.

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I’m nervous about how much to charge. I’m concerned that if I share an amount that is too high it will end the discussion.::
This is a legitimate concern, and the reality may be that you are willing to work for less than your standard list rates and don’t want to close any opportunities. Many prospects won’t want to share their budget upfront (they think you will overcharge them if they reveal a number).

The reality is that knowing that you are in the same ball-park is important prior to creating a proposal. The key to success in this discussion is to get feedback on some price points from them.

Here are some approaches:

  • Ask them what their budget is. This gives you an idea of ball-park where they are at. As a follow-up, tell them that building a social media plan is like building a house: You can build a mansion or a great townhome, but not for the same price. Prior to creating a blueprint it is helpful to understand the kind of house we are building.
  • Tell them, “Most social media management companies charge X” and ask them what they think of that rate or range. This gives you an idea of where they are at
  • Share a range and ask for their feedback. Our plans range from X to Y depending on how many social networks are included, as well as customization and community management. How does that fit with your expectations?

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How many meetings should it take to close a deal?::
It depends on the client and how much trust they have in you.

  • When people already know they want what you and your services, you could close a deal in only one meeting. These are the best opportunities and the most likely prospects to turn into clients.
  • If they know they want social media but are comparing proposals/companies, it usually takes around a month or two.
  • If you are selling them on the idea of social media plus establishing your credibility it will take the longest. These are the biggest time drain and the most difficult to convert into a client.

Basically the less you have to sell them on, the less time and effort it will take.
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Should I schedule a meeting to present my proposal or email it?::
It depends on how much convincing you think they need. Email is always faster vs. scheduling a meeting, but an in-person meeting will do a better job convincing them.

If I have the time and the client is interested, go for in-person. You’ll be able to ask about their objections and what is holding them back. Plus you’ll have another opportunity to showcase your knowledge.

Some clients are busy and prefer email. If they prefer email then do what they requested.

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Managing Clients

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I got my first client!! Can I promote them on my website as a client?::
Generally you’ll want to get their permission.

Once you have seen some success, tell them you would like to get them additional publicity by showing their business on your website. If you position it as beneficial for them (and if they are happy with your services), most of the time you will receive an enthusiastic YES!
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How much time should I plan to spend on each client?::
This depends on a few things — like how well you know them, their industry and your comfort and familiarity with social media tools. For example, managing social media for an Information Technology company if that isn’t your background, would take more time than creating posts for a Yoga studio (if you like Yoga). In general though, I would suggest:

  • Discovery and learning about their business (including research): 5 hours
  • Social Network setup: Depending on how many visual assets they give you and what you have to create 1 hour per social network
  • Maintenance: With pre-creation and scheduling this can be simply. Generally anywhere from 15 minutes – 1 hour a day for managing 1 social network.

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A client asked me which social networks he should be on (he selected 3 social networks in the management package). I suggested Facebook, Twitter and Linkedin (the 3 biggest). Thoughts?::

My suggestion would be to tie your recommendations to their marketing strategy vs. just going with the big ones. You may also suggest that during the strategy phase you’ll assess their marketing objectives, and discuss with them where you see the biggest opportunity and why.

The reality is that it is different for each business.

This approach will make you seem strategic (even if you end up selecting the same 3 networks).

Tell them WHAT you recommend and WHY in the strategy stage.
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I have a client that calls me every day… how do I get any work done?::
The key here is to set expectations about frequency of communications. If they are calling because they have concerns/issues/questions with what you are posting, you may want to pre-create all of your posts for them at the beginning of each month and review the posts with them. This way they feel in control. Otherwise, set expectations about the best way to contact you, and the types of things that are urgent (meaning they warrant an immediate phone call) vs. the things that you are planning to cover during their monthly status update/review. They may not realize that you are busy, so always be polite but set clear expectations. This will help you both keep your sanity.
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My client wants to send me some status updates. Should I let them contribute or not?::
Many clients will contribute status updates or ideas to the process, which is great!

Generally it is best for them to send you the posts and for you to post them (this can be achieved with the monthly client input sheet). This avoids repetition and allows you to make sure that the post is optimized.
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Retaining Clients

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How many months will most clients stick with me for?::
This depends primarily on the types of clients that you have, and how satisfied they are. You should start with a MINIMUM 6 month commitment since you’ll be getting to know their business and spending time setting up their accounts. Also it takes a minimum of 6 months to really start seeing results. If you continue to show value (see our client retention tips) you should find that your clients are happily continuing after the initial 6 month contract. Also, be sure that your contract specifies how clients may cancel and how much notice they are required to give you (30 days is generally standard).
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How should I get paid? Credit Cards? Invoices::
There are pros and cons to each.

Credit Cards:

  • You get paid faster
  • Less risk of no payment
  • You don’t have to constantly remind them to pay you
  • You can setup recurring billing (they automatically get billed every month)
  • You’ll lose 2 – 3% in fees
  • You can easily set this up in paypal

Invoices:

  • Many businesses expect this format
  • You have to manually remember to create and send invoices each month
  • You may have to followup on clients to pay you and waste time on this
  • You’ll have to wait to get your $$ (most payment terms are 30 days) and you run the risk of nonpayment
  • You can simply create an invoice template in word, drop in your logo and use it – no real setup time/cost
  • You keep more of your $$

My two cents: For smaller payments (under $1,000) I prefer credit cards because I get paid faster and save so much time in invoicing and following up. For larger payments I don’t want to give up the $$$. Ask your clients also, some can ONLY do one or the other.
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