Week 4: Should You Pin it? The Destination of FB Groups, Expert Video and Mark Schaefer's Incredible Closing Keynote

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Welcome to our final recap in this series of our Social Media Marketing World takeaways! We are sad to say that this chapter has come to an end, however, keep an eye out for each of our contributors (CathyKarlynMary & Amy) for they may have some more up their sleeves for you in the coming months! In this final recap, we have a summary of Pinterest Marketing Expert, Kate Ahl, Facebook Group Ninja, Bella Vasta, the incredible marketing guru, Mark Schaefer and last but not least, Amy Landino, the authority in video.

Let's get started!

Although Pinterest is often slid into the social media category, Pinterest actually is better described by comparing it to Google or YouTube where people can be social but is not the primary purpose. Pinterest activity actually shows up in Google searches and the ability to drive traffic to your website can be fruitful using the right strategy. Kate Ahl describes the simple yet effective strategy to get results using Pinterest which is what I will be sharing with you!

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For a little background, consumers venture to Pinterest (or #pinworld as Kate Ahl referred to it - for fun!) in the planning stages of a purchase - around 3 months out. Then they go to search engines to do more research. When it’s all said and done, they go to their social platforms to tell all their friends about their amazing event/experience! An easy way to think about this process in the buying cycle is (Before) Pinterest -> (During) Google Search -> (After) Social. Pinterest is an extremely effective way to drive traffic to your website, but there are some key things to keep in mind when venturing out if this is uncharted territory for you. Sounds familiar? Have you used Pinterest in this way before? Makes sense though, right?

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If you’re looking for ways to optimize your organic traffic using Pinterest, here are a few things to pay attention to:

Pinterest is a slow burn. When implemented correctly, an organic Pinterest marketing strategy can take 6-9 months to return results.

Profile & Board Names - Create a Pinterest Business account and name the board exactly the same as business name.

Target the Searcher - Create content that attracts people in these three stages: Planning, Problem Solving and Purchase Decisions.

Find your target audience - What are they searching for? Are you giving people a reason to save your content?

Keyword Titles - Choose appropriate keyword name based on the product or service that you sell or content you create.

Use hashtags similar to keywords within description. Instagram hashtag rules do not work.

Pin daily. Pins can be scheduled in advance. Kate recommends Tailwild as a Pinterest approved scheduling tool.

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Attention Grabbing Graphics are Vital!

Create imagines that convert- You have 1 second or less to catch their thumb scroll.

Stick with brand colors, brand fonts and logos.

Use easy to read fonts.

Place the logo in middle or left of graphic

Lifestyle photo or up close photo perform best instead of just the product

Include call to action on photo

Last but not least Consistency is key. Pin daily. Executing an organic Pinterest strategy is a long game, it takes time. Be patient, pin daily and use Google Analytics to find which pins are performing the best. Replicate that strategy and keep going!.

Who wants to have a party in the front yard, anyway? As Facebook Group Expert Bella Vasta shares, “The party in the backyard, not in the front”

Mary Fain Brandt of The LinkedIn Bakery  is wrapping up week 4 with a BANG from the amazing Bella Vasta.

Bella Vasta of Jump Consulting built and sold her Pet Business and now coaches others on how to grow and sustain six figure pet businesses.

Bella and Mary at a VIP Dinner the night before SMMW19 kicked off. Why the crown? She is part of the Queenies. Follow her on Instagram to learn more about the Queenies.

Bella and Mary at a VIP Dinner the night before SMMW19 kicked off. Why the crown? She is part of the Queenies. Follow her on Instagram to learn more about the Queenies.

I first met Bella in 2018 at Social Media Marketing World. We stayed in touch via Facebook and she was even a guest on my Facebook Show, “Bite-Sized Tips for Busy Entrepreneurs”

This year I saw her take the stage and share all her top strategies on how to grow and manage your Facebook Groups; something I have added to my list in 2019.

If you don’t have a Facebook Group yet, or don’t think they are valuable in growing your business, you might change your mind after reading this:

“Facebook Groups are something that you are going to be seeing as a MAJOR marketing tool in the months and years to come. Zuck has already been releasing all types of new tools for Groups to use. They have a plan to 5x group growth over the next 5 years... the numbers are staggering.” -Bella Vasta

First off Bella is a force to be reckoned with and her energy on stage is explosive! If you ever have the chance to see her speak LIVE you should make it a point to sit in the front row, and tell her Mary Fain Brandt sent you!

Bella breaks it down in such a way that I think a lightbulb actually went off in my head… I had that ah-ha moment. Bella explains the difference between a Facebook Page and a Facebook Group.

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Think of your Facebook Page as your front yard. It’s properly landscaped for all the neighbors to admire, pretty flowers and a green lawn. Your Facebook Group is your backyard where the fun happens! AKA the PARTY!

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So how do you know what members want? Ask them! You can do Polls inside your group asking them where they get stuck? What time they would tune in to watch Live video or what type fo challenges are they facing (then you solve that challenge for them with resources or tips).

Bella shared what she feels that people want from a Facebook Group;

  • That we are safe

  • That we are heard

  • That we can get support

  • That we belong

Being in several groups myself I think she is spot on. As Facebook reinvents itself for the 3rd time in the last 365 days I think the #1 thing people are looking for in a Facebook group is SUPPORT.

 So how do you get your members to be engaged members? What is the magic formula?

Bella shared the following tips:

  • Highlight expertise of members

  • Highlight speakers

  • Sharing breaking news- industry trends/tips

  • Access to you, the expert!

Weekly interviews- this could be something as easy as a Q & A session. I’m getting ready to launch AMA (Ask Mary Anything) once a month in my private group.

Bella says to double down on groups. Create a strategy and get going! Be the destination that people sign onto Facebook to go see.

“Don't just be a drive-by in the feed.”

Bella is graciously sharing her  “23 ideas on how to get engagement in your group that works” All you have to do is go to www.bellavasta.com/sme.

Next up is Cathy Kaczmarczyk recapping the beautiful Amy Landino’s presentation “How to Create Videos That Showcase Your Expertise: The Authority Video Method.”

How do I even start a video? Do I just turn on the camera and start talking? Do I introduce myself? What do I do with my hands!? Ah!

Don’t worry. Amy Landino will walk us though….. “Amy’s Authority Video Formula” to solve these mysteries...

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Subject First = Your Face! This should be the first thing people should see. Your audience needs to connect with you.

  1. Loyalty Treatment = Make your customers feel like they have been watching every video of yours. Skip the elevator pitch! a)Ex: “Hey ladies! Welcome back to my Instagram channel” ⠀⠀⠀⠀⠀⠀⠀⠀⠀

  2. 8 Second Rule = Quick, to the point, don't waste their time, people will decide in the first 8 seconds if they are going to keep watching (on youtube) other platforms might not be so generous

  3. Quick title sequence. Needs to show who you are but also fit in that first 30 seconds! PS - your animated logo isn't going to cut it.

Time for your delivery!

  1. Content Set Up: Again, we want to jump right into the information. The area we don’t want to overthink is giving too much away. Talk about it all. Don’t worry about content theft.

  2. Micro CTA : This needs to be low-key because at this point in the video this is not what your audience wants.

  3. EX: refer to your other links, retweet this video for a potential shout-out!

Now, this is where you really want to give the content that you promised. As Amy mentions over and over again, be generous with your content.

It is so easy for people to learn new things online and get any information they want. Don’t think that keeping something to yourself is going to make it your ‘secret sauce’ because guess what? Your competitor probably already knows what that is! Giving this ‘secret sauce’ information in a video if going to bring your customers back to YOU, not your competition.

Just my side-note thoughts

  1. Closing time : Intentional close, make sure your close is relative to the amount of time you spoke.

  2. EX: if you had a 5 min video, 30 seconds closing time is the sweet spot

  3. Engagement CTA : Ask for people to comment on the video! Tell them to answer a certain question! Increasing engagement is good for your content. 

  4. Main CTA : Let’s convert! Aligned and natural. If you talking about an event, the call to action should be about the event. How do they get tickets?

  5. Timestamp awareness: short form vs long form. That’s the question! Look at what similar businesses are doing and look at what is working or not. This is a strategy that will vary from business to business.

Before all this can happen, you need to actually START. The time is now to make it happen. Starting video is scary, but you need to start somewhere. If you check out Amy’s youtube channel, you will see the difference from where she first started, to now. There is a big difference! The second you start video is the second you will start improving!

Cheers!

Cathy

Ending with a bang and confetti (seriously) is Karlyn of Oh Snap! Social who is going to recap the rebellious marketer, Mark Schaefer and his closing keynote.

Hey marketers, wake up! The rebellion is here. It’s time...heck it’s been time... to pay attention to the consumers.

No more worrying about new shiny technology or how to share your brand story...it’s all about shifting your marketing mindset from us, the company to them, the consumer.

So far in the history of the media and advertising there has been three different rebellions, according to Mark Schaefer.

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The First: End of Lies

After been sold that lard is good for you and smoking was healthy in advertisements, it lead to the government stepping in, (rightfully so!) to end the nonsense. This rebellion is why we have organizations like the FTC and the FDA to regulate some of the marketing and advertising that is being published.

The Second: End of Secrets

Welcome World Wide Web and the information age. This is when the Internet a la dial up (remember that noise, friends) made its debut and lead to having information readily accessible. Companies could no longer hide...consumers could now access more information from home than ever before.

The Third: End of Control

This is the era that we’re all in right now. It’s where trust in brands is declining and trust in individuals is rising. It’s a time when people are free... loyalty-free, ad-free and funnel-free.

To break this down a bit further, Schaefer offers these clear points:

Connection to a human, not a product

These connections are often emotional in nature and put the consumer first.

Many are unreachable by ads

Meaning people have ad blockers, listen to music on Spotify, or DVR television shows — avoiding ads often.

No traditional marketing or sales funnel

This was true for Schaefer’s friend who was once a diehard fan of Ivory soap, but she discovered a local soap company who gave back to the community with their custom soaps. And when Mark asked her why she loved the soap, she said, “it’s not the soap that I love, it’s the hands that made the soap that I love.” The core values of this custom soap brand aligned with this customer and moved her enough from an emotional level that she made the switch. This brand became more human.

Customers are the marketers

Customers are in total control. If someone likes something they’re going to share it with their friends through word of mouth or online.

“A brand is no longer what we tell the consumer it is, it is what consumers tell each other it is” - Mark Schaefer

This is why influencer marketing on some level has taken off and if you refer back to my recap from Week 2, Brian Fanzo talked all about creating a fandom around your brand and how to get those fans to become influencers and eventually brand ambassadors.

So if we can no longer rely on our brand story to relate to our audience and our audience is in the driver’s seat of marketing our produce to the masses...now what?

Schaefer offered up 5 ideas to shift our marketing mindset to being customer-centric.

  1. Marketing isn’t about our story, it’s about theirs -- the customer

Have your customer be the hero in the story.

Have your customer be the marketer of your product/service.

Your job? To ensure that your customers feel like they belong to something greater than themselves.

The best example of advertising the checks all the boxes is that of North Face. Click here to watch the commercial and let me know what you think in the comments.

2. Personal brand is now the company brand

This one I feel super angsty toward, because I was trying to preach this regularly to my former employers, to let me be myself but still represent the company. I think for someone in a leadership role this is difficult because there has to be some letting go of control that needs to happen.

Mark said it best, “effective social media presence is now a life skill.” It shouldn’t be foreign to have your LinkedIn profile, for example, be a place where you interact with your network on behalf of your employer. If you’re a leader or a manager of a team, there are other ways to ramp up an employee advocacy program in the digital universe. I talk about those here in my Social Media Examiner article.

3. Live experiences change everything

This is why going to conferences like SMMW feels like marketers’ summer camp. We work to develop relationships in an online world, but when we all get together once a year (some of us more) it allows us to not just nurture those relationships but deepen them as well. Mark describes the difference like this: There’s listening to your favorite band on Spotify, but then there’s going to see that favorite band in concert, it only deepens the fandom. What can you do within your company to create these live and real-time experiences?

4. Your culture is your marketing

This ties in super well with point two. Your company culture is your marketing, it will attract customers and it will attract simultaneous the right kind of employee for your company. Mark mentioned Wistia as a company who’s doing it right, but I think Appian is doing it better with their Appian Life Instagram account spearheaded by my girl, Tricia Goose. They’re using Instagram stories to capture “day-in-the-life” series of their employees throughout the country and world in order to attract the right candidates. If you don’t get your culture right, your marketing won’t be right.

5. Build Peak Moments Into Customer Experiences

A great example of this Mark mentioned is Disney. You get to the park and you’re waiting in line, you rate that experience a 1. You plummet into a water abyss on Splash Mountain and make funny faces in the photo — a 9. Woo! Next, you’re hungry and you are forced to buy a $19 pretzel in the shape of Mickey’s face, that’s a 5. BUT at the end of the day what happens...FIREWORKS! Definitely a 10 out of 10 there. But the average of your day was only around a 6. But if someone were to ask you to rate your entire day, you remember the peak moment, those fireworks and you rate the day a 9. What peak moments can you give your customers? How can you delight them in thinking of you in a favorable way every.single.time?

Mark ended his talk by getting us all to take the Marketing Rebellion pledge:

To stop doing what people hate and to find the things that people love all while being MORE HUMAN.

Why? “Because the most human company wins.”

Cue the confetti

And that's a wrap, folks. Just as SMMW19 ended, with confetti! Hope these recaps made you feel like you were there with us! Next year, we hope you will join us!

Our Best,

Amy, Cathy, Karlyn & Mary

Hop on over to my website for more resources

Tune in for my Facebook Live Show, Bite-Sized Tips for Busy Entrepreneurs” the 1st and 3rd Wednesdays at 7pm PST.

You can watch previous episodes here .

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Stay fabulous and informed!

Mary Fain Brandt

#LIConnectors #marketing #socialmedia #speakers #smmw19 #entrepreneur #LinkedIn #protips #instagram #facebook

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