JoCarole : Hello and welcome to our April Chat. I want to thank everyone for taking the time to attend because I know you all have a very busy schedule. It is my pleasure to introduce Shama Kabani. Shama is the President of The Marketing Zen Group and and author of “The Zen of Social Media Marketing”. Tonight Shama will discuss How Social Media Can Help VAs Market and Differentiate Their Business. She has been dubbed a “Millennial Master of the Universe” and “Online Marketing Shaman” by Fast Company magazine. In 2009, Business Week honored her as one of the Top 25 Entrepreneurs Under 25 in North America. You can find Shama at
http://shama.tv/ where she hosts a popular web TV show on new media marketing. Shama says, “social media is already influencing your customers. It’s the great equalizer, that amplifies every opinion (positive or negative), where a college student in Austin can have as much impact as a magazine reviewer in New York City depending on their network and their relevance to your target market. To learn more visit
http://www.marketingzen.com/. Thank you again for attending and now please join me in welcoming Shama kabana!
Shama Kabani :
hello all 
thank you for having me. i love this style chat. so old school and fun! I also have a lot of respect for VAs such tough work - and takes real skill. If done right, you can build an amazing practice using online marketing especially social media marketing
Shama Kabani :
I grew my own business from 1 to 20 in under a year. all via social media and online marketing - so if I can do it (basic graduate student) - you can too. The biggest mistake I see people - especially VA's and coaches/professional service folks make is NOT having a strategy Before you start doing any social media marketing, you need 3 things
Shama Kabani :
1) An excellent service offering - on social media - everything gets amplified. nothing is "ok"- it is either GREAT or blah. so having a well thought out service offering is key.
Shama Kabani :
2) A website - social networking sites are NOT a substitute for a well made website your website is your homebase. this is where you want to drive people.
Shama Kabani :
3)BOD - you need to have a good BOD to attract online. 
haha.
VirtualAssistant : haha
Shama Kabani :
Brand, Outcome, DIFFENTIATOR (we will stress on this today).
Shama Kabani :
Brand - can your brand be summed up in a word or phrase? Are you the "Always Early VA" or a "Never Misses a Detail" VA - what is your brand?
Shama Kabani :
O is outcome. And there are 2 types of outcomes. 1) what does a client get for working with you. 2) what does someone get for networking with you online. VA's tend to get so mired in the "process" Your clients just want to know what they GET. Not hours - but results. Will you make their life easier? better? more relaxed?
Shama Kabani :
The other O is outcome for networking with you online. Do they get to hear about the kids and dinner? or do you REALLY provide good value?
Shama Kabani :
The D stands for Differentiator. WHAT MAKES YOU DIFFERENT? There are SO many VA's out there. What makes you unique? This is truly 3/4th of the online marketing (and general marketing) battle Do you specialize in working with doctors? consultants? when you try to be too many things to too many people - you suffer. And VA's - bless your hearts - you guys do! it is the "i want to please everyone" syndrome = ) I know because that is what I did for the longest time
Shama Kabani :
it can be scary to niche. to really serve one market. I remember when I used to be a "consultant" - general -let me help your business consultant even when clients introduced me to others as their "web expert"- I used to correct them. *sigh!* lol.
Shama Kabani :
Then finally, one rainy afternoon at Cici's Pizza - I gave in. and I've never looked back.
Shama Kabani :
Focus on your strengths and LISTEN to your clients. See what they love about you. Amplify that.
Shama Kabani :
any questions so far?
VirtualAssistant : just a comment...you are really making me think - its very motivating, and I think a niche would be a little comforting
VirtualAssistant : you would know what your client needs
MIM Enterprises : Being unique is definitely better because it is less stressful than having 40 hats on at once!
Nancy's Virtual Office : My niche is mortgage brokers/financial planners, motivational speakers/coaches, as to me they would require support from maintaining their database right up to web page design, social media marketing, seminars etc. I only want 1 - 3 clients. I feel this is my specialty. Is this wrong?
Shama Kabani :
Nancy - That may work. Financial Planners and coaches are still a diff market though. and here is the thing - it doesn't have to be by industry -
Nancy's Virtual Office : Thank you Shama, that is my background and that is where I thrive. Once I am established I will offshoot into a small web design business.
Shama Kabani :
Nancy - that is great. You have a plan.
VirtualAssistant : you are right MIM - I agree
Shama Kabani :
VirtualAssistant - glad to hear it. : )
Shama Kabani :
MIM - it is easier AND more profitable! I work with a great gal named Krista for example - who isn't a VA persay - but handles speaker bookings. all the logistics etc.
MIM Enterprises : I only list 2 niches now phew much easier!
Shama Kabani :
I LOVE IT!
VirtualAssistant : this really makes me think about my personality traits and the things that I am really good at
Shama Kabani :
that is such a no - brainer for me. DIFFERNTIATE until it becomes a no brainer.
ShelleyH : I focus on Artists of all kinds, fine arts and music
Shama Kabani :
ShelleyH - great - you can FOCUS on really getting toknow the "Artist"Persona - you get them. For an artist - b/c you understand how they work - it may be no brainer.
ShelleyH : Thats why I choose them, I understand them
Shama Kabani :
Introduce project management to artists - what a novel concept for them! add structure where there isn't any - and reduce it where there is -
ShelleyH : Artists dont DO project management! lol
Shama Kabani :
exactly!!! = ) A system for breaking through "artist's block"
VirtualAssistant : wow...I sing with a huge group...nothing is ever planned and the schedule is never sent out - what a great concept for musicians
ShelleyH : I work with musicians too, their travel can be a nightmare!
Shama Kabani :
right. or teachning musicians how to do business as music TEACHERS and playing music. setting up a camp for kids who want to play music.
VirtualAssistant : yes...my director works at an opera house during the day - her days are insane
Shama Kabani :
what can you bring to your market that they need but is foreign to them? that is a TRUE differentiator.
VirtualAssistant : well...scheduling and planning are completely foreign to musicians...they are not really about structure - they are about the creative process
ShelleyH : One of the things I am finding and is working for me, is this economy is really cutting into the tour budgets, used to be they had tour assistants... they had to go, so I take that role from here
Shama Kabani :
right - but they all struggle with CONSISTENTLY beign creative
VirtualAssistant : so scheduling would keep them on track and ahead of the game all the time....instead of worrying about where to be and when they could focus on the creative stuff
executive_assist : Very true. I used to write lyrics and sometimes it was hard to get past the writers block.
ShelleyH : yes, I just send them a calendar... tell them where they meet the car when they get there
Shama Kabani :
what does your market need? where are the "pot holes" you can fill for them?
beachlover : I focus on making small businesses be productive in creating systems for their business. should I focus on a specific such as coaches?
Shama Kabani :
beachlover -not necessarily. you don't have to focus on an industry. if small biz productivity is your thing - that is great!
beachlover : thanks, Shama.
Shama Kabani :
it can be the fact that you honestly are very good at managing multiple areas. so - industries and folks that need a multi-talented VA - a bit of everything - this works.
executive_assist : I focus on real estate... my question is about the outcome. I mostly post real estate info, but I keep hearing to let myself in. How do I do that without putting anything about my family?
Shama Kabani :
executive_assistant-what do you mean let yourself in? like can you share about the personal stuff?
executive_assist : Well that's where I'm a bit confused. lol. Some have said don't let them know you have kids, and others say share some of yourself in your tweets etc. What on earth do they mean??
Shama Kabani :
Okay - so the difference is - you want to be a human being online. you are a person! you have dogs, kids, a life. but - you want to also provide VALUE and brand yourself. find the balance = )
executive_assist : OK. thanks=)
LifeJazzed : My biggest issue I've come up against is that I come from a tech and computer background. I've worked with IT guys, tech consultants, tech product companies, and have supported sales managers in my past jobs. I feel lost trying to offer my servies to every "geek" business or tech consultant. I haven't heard of this being a VA's target market at all...
Shama Kabani :
LifeJazzed -why not? i think it is a great niche. Technical folks have a certain style and like it when you know their lingo. But - you can also be a "TECH VA" for everyone using your experience. you can go either way.
LifeJazzed : ok thank you!
VirtualAssistant : what other things could I do with my word skills besides ebooks? any suggestions? I have thought about templates and also setting up all forms, letterhead, reports etc. to have consistancy with the brand from one document to the other
Shama Kabani :
VirtualAssistant - A DOC VA is great. I'd also learn how to format books in Kindle, iPAd, etc. Formatting for Various Devices will get bigger and bigger and software can't be that exact.
executive_assist : VirtualAssistant you could also create template manuals, policy and procedure manuals. Huge market for it
VirtualAssistant : wow...great suggestions...thank you...I am writing away
Shama Kabani :
Please read "Blue Ocean Strategy" EXCELLENT book about differentiating
executive_assist : One more for my wishlist. lol
Shama Kabani :
there is a red ocean - full of sharks -there is SO much competition. then there is a BLUE ocean - fresh waters. THINK about MERGING - this is TRUE differentiatior example - are you guys familiar with Cirque De Soliel? okay. What is it? A CIRCUS for the "cultured" - Opera meets Circus.
Shama Kabani :
In Japan - haircuts are a process. they are relaxing. they never had a "quick cut" shop. foreign concept. someone said- HEY - what if we made it faster? just a cut. no fancy hand towels and neck massages.
Shama Kabani :
DIFFENTIATIOR -
Shama Kabani :
Cross Polinate.
executive_assist : LOL. and create hybrids.
Shama Kabani :
Differentiating isn't just about picking an industry - it is about introducing concepts from other fields into yours -
Shama Kabani :
for example, I knew there were lots of social media consultants - lots of "consultants" in general but clients kept asking for results-implementation. when they got it - they had to go to 5 different places. so, i created the concept of taking over online marketing for companies. completely. we build sites, seo, the works. It is a one stop shop for digital marketing.
VA Simple Services : I still have problems breaking through my niche market and making them realize that they need my help. Plus, they’re so busy that they don’t have time for me. I see such a huge market here because there is nobody doing it yet.
Shama Kabani :
My friend and colleague - Suzanne Falter Barns works with a lot of "Spiritual" consultants/coaches
VA Simple Services : It's a trust issue too!
Shama Kabani :
people who struggle to see that you can make money and still do what "inspires" you
ShelleyH : yes, you have to have rapport with someone before you can have trust
VirtualAssistant : I had a consultation with a lady who needed help but had no idea how to do it out of the office - they still wanted someone to answer phones at a front desk. I know I could free her up so she could focus on the big stuff and be able to greet clients who walk in. but she couldn't see it...not yet
Shama Kabani :
education is a HUGE part of being a VA you have to educate people consistently.
VirtualAssistant : oh yes...absolutely
MIM Enterprises : Very true
Shama Kabani :
any other questions?
executive_assist : so to educate realtors, I should hold teleseminars about how a VA can help them?
MIM Enterprises : Yes Serita that way you are adding value
Shama Kabani :
e_a - yes - via teleseminars - VIDEOS are also HUGE
Shama Kabani :
Videos are so under utilized. USE it to educate folks.
Shama Kabani :
http://www.WebVideoUniversity.com/blog is a great resource.
executive_assist : I've been dodging that one. Hate how I look in video! LOL
Shama Kabani :
Dave - who runs the site - actually guest wrote a chapter for my book.
JoCarole : Thanks for the link Shama
executive_assist : But thanks for the resource I'll get myself talked into it!
Shama Kabani :
e_a - it isnt aboutt how you look on camera - but how you connect with people.
VirtualAssistant : so maybe create videos to explain how a va can access their computer to manage their calendar, access documents or even as simple as answer their phones? Just help them to visualize it?
Shama Kabani :
VA - yup - GREAT idea
ShelleyH : I struggle with where to post/what, how often, etc
Holly : I am a new VA, with over 10 yr. EA exp. I have spent my free time working with activist/non-profit organizations, which is my passion. Marketing documentary films, small fundraisers & actions relating to animal and political issues have all been volunteer. I have a great network but it has not translated to $$. There are people who want to work with me but no funds. Any specific suggestions?
Shama Kabani :
Holly - think about products then. smaller things than can help them but you can do volume. ebooks, webinars, how-to. you could do a webinar or teleseminar on 10 novel ways small non profits can succeed - record it and sell
Holly : I can see where that would be helpful, but definitely not my strength at all.
Shama Kabani :
Holly - then you have to find your strength and see how you can use it to serve in volume
VirtualAssistant : I love that...oh my gosh...it so works with who I am and how I communicate - would I put that on my website?
Shama Kabani :
VA - yes
VirtualAssistant : I guess thats a dumb question because that is so obvious and a lightbulb has gone off...its blinding me
Holly : I know my strengths it just has yet to translate. I will keep working at it!
MIM Enterprises : You could always outsource that Holly
VirtualAssistant : that is so exciting...I would have so much fun doing that
Holly : MIM - hire someone to do ebooks, etc for me?
MIM Enterprises : yes
Holly : thanks, that's a good thought.
Shama Kabani :
Holly - if working 1 on 1 with someone is your strength use that!
MIM Enterprises : or even do a course Holly
Shama Kabani :
work with 1 non profit for less -and record it all - case study AND product
Holly : it definitely is. I'm really motivated by the causes and get along great with the people I work with. They just don't have money!
MIM Enterprises : yes Holly i suppose you could look for a grant for that?
ShelleyH : You can also talk with some NP's and see how you could help them get a grant to pay for your serves
MIM Enterprises : snap
ShelleyH : services
Holly : funny you should say that, I was just thinking about taking a grant writing class
Holly : thanks for the confirmation
ShelleyH : grant writing is really good to know if you want to work with NPs
Holly : thanks for all your suggestions
Tess : Holly, I here's a link to a chat from last month on Grant Writing Basics for you to look at later...
Grant Writing Basics - archived VAF chat with Cathryn Branch
JoCarole : You'll find Shama's new book 'The Zen of Social Media Marketing' at Amazon - You can also go to Shama's main book site:
http://www.zenofsocialmedia.com
Shama Kabani :
and if you do go through Amazon, please take a moment to review it. means a lot to an author. = )
Shama Kabani :
I'm also at http://www.MarketingZen.com and http://www.Shama.Tv -
@Shama on Twitter for more Q's etc
Shama Kabani :
thanks guys = ) goodnite! = )
How Social Media Can Help VAs Market & Differentiate Their Business - archived chat w/ Shama Kabani
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