News & Updates

Posts From The Blog

Practically everyone has some kind of social media presence set up, but too few actually have a well defined social media strategy.

To be perfectly honest, it’s not a huge surprise.

Social media keeps evolving at such a rapid pace that it can feel overwhelming.

If you DO fluke it and something starts working, it can switch on a dime – and suddenly your hot traffic source becomes as old and dated as a #winning meme.

Jab, Jab, Jab Right Hook by Gary Vaynerchuk was a great read that helps you strategise a decent social media strategy that will last for longer than a week.

And as part of my ‘improve myself’ mission I just read through this book thanks to a special prompt by fellow Internet Marketer, Lester Lim. (thanks bud!)

After the super gross Content Rules book I read, Gary V’s book was a breath of fresh air – with REALLY actionable strategy in a way that made sense.

If you’re someone who struggles to focus on a book, or have in the past, struggled to read much – use this trick.

As you might have read in my Brainfluence book review, I’ve been trying a new strategy (inspired by the fabulous Tom Beal) to absorb more content from books and a huge part of that is getting a physical copy of the book, buying a highlighter and pen and actually marking the crap out it.

As a book purist in the past, this was a little tricky for me to do to begin with, but trust me – do it.  By using this tactile – hands-on approach it locks it into your brain WAY more effectively!

So with all of that said, let’s dive in to the key points that I’ve learned and grabbed from Gary’s Jab, Jab, Jab Right Hook

Today’s Book: Jab, Jab, Jab Right Hook by Gary Vaynerchuk

social media strategy

Overview: Jab, Jab, Jab Right Hook by Gary Vaynerchuk talks about how different social media platforms can be used to market your products and how to find the social platform for you.

Key Point 1: Take Time To Explore A Little

  • Many people think that just getting their message out there as loudly as possible on ALL social media sites is an effective strategy.  There is a belief that ‘more is better’, which can sometimes be true, but finding out WHERE to market effectively is as equally important as the product itself.
  • Gary shared a crazy mind blowing statistic about cell phone usage…  There are 325 million mobile users in the United States alone – big number, yeah?  But the reason this is just so insane is because, just 3 years ago the population of US was 316 million.
  • Why is this important?  Nearly all of those cell phone owners are on some form of social media.
  • eMarketer have said that people spend nearly half of the time on their phones spent on social media.  They also discovered that 71% of Americans have a Facebook account.  Twitter’s statistic’s state too, that there are more than half a billion Twitter users worldwide!
  • Baby Boomers have jumped aboard too, with a 42% jump in activity.  This is important to us as marketers because Baby Boomers account for 70% of spending in the US – and as marketers we, of course… want to go where the money is.
  • Growth is MASSIVE as accessibility skyrockets.  Gary shares an example about the technological advances between radio/print/tv etc.  sharing that while radio took 38 years to reach 50 million people, Instagram took 1.5 years. 
  • With social media becoming a major source of information and connectivity it’s imperative that marketers in whatever field are using social media effectively.

social media strategy

Key Point 2: Content Marketing Done Right, For An Engaging Social Media Strategy

  • Social media is an increasingly ‘noisy’ space, with attention moving swiftly.  Creating marketing campaigns is different now, you can’t make an ad and expect it to still be performing in this space in 6 months from now (like what used to work in television).
  • The new way to do things is to create campaigns that engross your customers in a story, building branding awareness and leading them to the sale . Fresh content that is enticing and feels motivating, makes people come back for more and keeps your customers engaged and entertained.
  • As Gary mentioned, content should be something they WANT to hear. He used the example of the Nike app as a great marketing campaign tool used by Nike. Users compare their achievements and their exercise accomplishments on a daily basis – so they themselves create content and give members a great reason to share it.
  • Anyone can avoid your ad by blocking or muting it, so you need to keep your content from being intrusive or annoying, it should perfectly blend with your consumer lifestyle and be genuinely entertaining and engaging.
  • You need to know your audience and the language they speak.  Any time you can get interactivity you on the right path.
  • Just having good, or even great content isn’t enough if it’s not in the right context.  Effective content needs to be native to that platform.
  • Example, a hairstyling tutorial posted on Pinterest can get thousands of views, but if you posted this on Twitter, it’s likely to flop. The Twitter audience engage on witty, quick and smart posts so posting a clever remark or a cheeky/controversial/edgy photo and Twitter will get you branded.

social media strategy

Key Point 3: Pairing Facebook with Marketing Properly

  • Accounting for more than one-fifth of the total web page views in the United States, Facebook is a strong platform to interact with consumers.
  • Facebook advertising is VERY cheap, compared to a lot of other advertising methods.  Companies spend thousands of dollars advertising on TV but actually have no real idea how many people see them. On the other hand, costing between $0.50 and $1.50 you can get a Facebook “like” which is an interactive action and can also lead to more shares/likes etc.
  • You need to be aware however. that Facebook’s main focus (besides them making tons of cash.. haha) is giving the consumers the best experience – not the advertisers.  They prioritise more prominent placement in people’s newsfeed, so when a consumer regularly likes or comments on a particular friend’s profile, then they see more from that  friend in their Newsfeed.
  • Similarly, if your content is enticing and it sparks a discussion, people comment and start liking then you have made a start.
  • Facebook have developed something called EdgeRank, which records user activity. When they interact FB keeps track of this as information called an ‘edge’.  Keeping your content loaded up with ‘edge’ points gives you higher exposure.
  • Facebook DOESN’T factor in clicks or likes from paid traffic, so even if a link has thousands of clicks and you are making millions of dollars with it, it won’t show in newsfeed unless it’s liked, shared and commented on.  So you need to make sure your content is engaging or Facebook advertising won’t be worth spending your money on.

social media strategy

Key Point 4: Using  Twitter #Effectively

  • Twitter lets you connect powerfully with your audience, but it’s often used really poorly.  For marketers it’s a dream come true, allowing you to directly connect with consumers.
  • Twitter pages are almost entirely public which makes it easier for anyone to connect and be seen by anyone and everyone.  When running a large Twitter account the feed can get inundated pretty quickly with approximately 750 tweets being posted per second you need to make yours stand out from the rest.
  • Getting noticed is by using a strategy Gary calls trendjacking. Most underrated and underused, trendjacking is a useful way to market a product. To trendjack, you find a trending topic (topics that Twitter’s algorithm shows as mathematically popular) and latch on to that.
  • Finding those opportunities is key!  Gary talks about a missed opportunity by the TV series 30 Rock.   They aired their final episode in Jan ’13 (after running as a highly popular show for 7 years) and the day after the final episode it was trending on Twitter.  The Jeans company 7 For All Mankind, who are nicknamed “Sevens” could have jumped on the 7 Trend, but they missed the opportunity.
  • (My personal note here) A GREAT more recent example of a company jumping aboard of a trending phenomenon is Kohl’s who jumped aboard the Chewbacca meme which went massively viral.   This was on Facebook (so not Twitter), but I thought it was worth mentioning here – in relation to Gary’s Twitter/Seven’s trend.

The Original Massively Popular Chewbacca Mom Video

And Kohl’s Marketing Team Response

  • Final words about Twitter is to use hashtags to stand out. You need to use them cleverly with humor or use or irony.  Using them #hashtags #justbecause it’s #whatyoudo is #boring.  Make them edgy, funny and witty or it just makes you look out of touch.

social media strategy

Key Point 5: Businesses Are Still Missing The Point With Pinterest

  • Any marketers whose targeted demographic is female are crazy if they aren’t using Pinterest in their social media strategy.
  • Pinning photos of your product with links back to your website is not only a simple, but most powerful for visual driven learners/engagement types of people.
  • You can have multiple pin boards and make them relate to the brand with a broader appeal.  For example, get a following for a tea company by hosting a pin board for tea cups that traveling pinterest users find in unique places all around the world.
  • Gary cites a survey done back in 2012 showing that Pinterest users were 79% more likely to purchase something they saw on Pinterest than on Facebook.  That may have changed a bit now, but still shows that it’s an excellent platform to market on and is a rapidly growing marketplace with over 50 million users by 2013 alone.
  • Females on Pinterest outnumber males five to one.
  • About half of the Pinterest members are mothers.
  • Knowing your avatar and buying audience is important in any marketing endeavour so knowing these facts make marketing home goods, parenting/family products or anything targeted to this audience perfect.
  • Gary says that in the past, a lot of marketers are steering clear of Pinterest mostly because of business dogmatism and legal issues, with the fear of sharing photos that they don’t own.  Until now though, no lawsuits have been filed, it’s mostly a case of businesses not understanding the marketplace and seeing Pinterest as a passing fad – which it by no-means is.

In conclusion

The main message in Gary’s book is that as more and more people migrate towards online activity and have it take a significant place in every day lives, it’s essential to make good use of social media strategy. 

Find out what platform is best for your brand, so that you can tailor your marketing to the audience.  There is no PERFECT platform for everyone, so read the book and see which one fits best with you, your business and brand.

I hope you’ve enjoyed this post and if anything has jumped out at you please share it in the comments below!

I also welcome you to share this with someone you think might benefit from a bit of social media goodness.  Hit the share button and make them (and me) smile.

Also, if you have any other books you have been thinking about diving into, but just haven’t had the time and want to know if it’s for you before grabbing it, post in the comments below!  I’m always looking for suggestions and love to hear feedback.

To your success!
– Cindy Donovan

 

Social Media Marketing Research Brings Us Today’s Book: Content Rules: How To Create Killer Blogs, Podcasts, Videos, Ebooks Webinars & More – That Engage Customers & Ignite Your Business.

Overview: This book was published in 2012, but a lot of the strategies can still be used today – mainly for website owners who are looking to expand their social media reach and entrepreneurs wanting to make more out of their current content.

social media

My honest opinion?  Umm… no offence to these guys – I mean, writing a book isn’t easy… lol, but it was a bit too ‘corporate’ for my liking.  Here are my notes below – so you don’t have to go read the whole book if you don’t want to.  A lot of it feels like common sense – but sometimes common sense isn’t always super common – especially when dealing with social matters.

Key Point 1: Content Deepens Customer Relationships 

  • Facebook, Twitter, Snapchat & Instagram is a great place to get a ton of traffic, but it can be hard to always come up with great content (content that makes you an account worth following – aka what Ryan Maher spoke about)
  • The best type of content, to appeal to your audience and engage with them uses true stories about actual people in real life situations.
  • Procter and Gamble published a video series called “Welcome To Parenthood”, featuring parents describing their daily lives etc.
  • Whatever you share should be an extension of your brand, giving you the opportunity to create real connections with your customers, building relationships one at a time – example, CMO of Kodak reaching out to individuals, and (this wasn’t in the book … but my observation) Taylor Swift researching fans and delivering thoughtful Christmas gifts to a select lucky few.

Key Point 2: What Is Your Brand’s ‘Voice’? 

  • Before setting up any social media account for your business, you need to work out what is your voice, what is unique about you and your offer.  Create it as if you are speaking to an individual person.
  • Write in a friendly/conversational tone.  Don’t use corp jargon (duh).  Joke around, but keep it still reflecting what you represent and stand for.
  • Get creative – eg. Cisco Systems featuring a video series where the Easter Bunny and Santa Claus delivered testimonials about their service.
  • Find out what they want.  Survey Monkey is a great survey tool to ask peole what they want, you can also use QuantCast.com which gives you a lot of data too.

Key Point 3: Start Publishing 

  • Start small, sharing easily made content.  Maybe make a blog (WordPress, or Weebly, or Wix are good places to start), or even simpler, a FB, Twitter or Yelp account.
  • Ask your followers their opinion on a topic and use their responses to create a blog post – or shoot a vid presentation addressing commonly asked questions and post it on your Youtube channel, share that YT link on FB and Twitter too.
  • The book recommended some sources for content curation: Eqentia, Lingospot and Loud3r – but I’d recommend something like BuzzSumo – this site rocks if you are looking for ideas to generate interesting posts… you can search by keyword etc and get lots of ideas and see what is trending right now.

Key Point 4: Make Your Content Easy To Share

  • Once you’ve made your content, you need to be able to share it – so put some share buttons up.  I totally forgot about this myself, so… as you can see … this blog now has shiny share buttons (wink wink, nudge nudge)
  • In the book, they talk a bit about Twitter marketing, writing a good tweet (in the 140 char allowance)
  • Treat it similar to a marketing headline, punchy, clever and if you can… funny (if it matches the feel/brand of your site)

Key Point 5: Systematise Using A Calendar

  • This is the chapter that got my attention, because I’m a bit of a geek for organising things, scheduling and planning for awesome outcomes.
  • Google calendars are great for this – or… something I use is Asana.  At the start of each month I plan out what the next month is going to look like (basically… allowing for a little bit of flex), so that when it comes time to write an email, or blog post, I kinda have an idea about what it will be about already – based on what I’ve planned before.
  • Your daily schedule might be “Update Twitter and FB about something small that is new – whatever that is – and respond to comments on the blog – take a photo and share via Instagram and also post a short inspirational quote.”  If you have received any testimonials in your support desk or email, share those too.
  • Your weekly schedule might be “Make a short blog post covering one of the FAQ that your support desk encounters & write an email to your subscribers”
  • Your monthly schedule might be “Write an indepth article or create a video for content and training in some kind of helpful way.”

Key Point 6: Tracking Your Work

  • Something that not nearly enough people do (including me a lot of the time… hey!! I’m getting better!!!) is setting clear, quantifiable goals and tracking your social posts.
  • Track which keywords are getting you traffic.  You can do that with Google’s Analytics account (it’s free), you just put some code on your website and then Google tells you how a customer arrived on your website, how long they stayed, what they clicked – what kept their attention etc, and what you need to work on more to keep them there.
  • By tracking the keywords (what brought them to your site to begin with), you can build more content around that and expand to higher traffic targets.

Key Point 7: Build Content For YOUR Customers Needs

  • Build a spreadsheet that maps out all possible questions and concerns your customers might have.
  • Identify the needs by going through your product from start to finish and try put yourself in the customers shoes – what might they struggle with, what could they be thinking right now.
  • Think about the terms you use – aka. ‘webinar’ – do your people know what that is?  Maybe a ‘cheatsheet’ type of resource could be handy and expand your content reach too.

So… oh my goodness… I hope you got a few ideas from here.  Honestly – I wouldn’t say go out and buy this one, but… i’ve read it, i’ve given notes, so… it can go to the corner of my bookshelf where books go to die.

There were some ideas in here that can trigger other ideas – and that’s really one of the main reasons I stuck with it, and that’s where I sometimes end up getting some of my more creative ideas, by persevering through – your mind occasionally wanders to imagine, like… “What if….??”  So I hope this helped stir up some of those what if ideas and – i’ll see you at the next book review… hehe.

– Cindy Donovan

P.S. Have you read this book?  Was it as facepalming as I found it for you? Or am I just being super harsh?   Have you read anything, or want to read anything about social media marketing, content marketing etc. that might be a better resource than this?  Share it in the comments below!

Brainfluence By Roger Dooley is a book you should read if you have an interested in marketing psychology and influence, what makes people tick and productivity/motivational topics.

This last year I’ve made it my mission to devour as many books as possible, and though I don’t always remember all of the bits, I AM getting better at developing the discipline – and I’m finding that I’m learning more and seeing little ways that a lot of the concepts intertwine and can be applied!

So – what I’ve decided to do – is give you a bit of a breakdown of the key take aways that I’ve had when reading books – and this is the first of many, I hope you like it and that it motivates you to maybe pick up the book, either about marketing psychology like this, or just more books in general and share what you are learning with the community too.

Today’s Book: Brainfluence By Roger Dooley

marketing psychology

By the way, if you like this and are interested – Roger has his own podcast too here: Brainfluence Podcast

Overview: Brainfluence By Roger Dooley dives into the topic of why psychological mechanisms work and understanding a few neat tricks can help you be more influential when it comes to selling things using clever marketing psychology.

Key Point 1: Reduce The Pain Of Buying To Convert Tightwads 

  • A study in Carnegie Mellon University – and also a Stanford University experiment monitored brainwaves of people encouraged to make a purchase.  The brain scans showed that the activity when the offer didn’t resonate with them stimulated the sections in the brain similar to actual physical pain.
  • To minimise ‘buyers remorse’, finding that pain point, whether it is helping the visitor find a price point they are happier with (i.e. changing a $120 annual gym membership to say only $10 a month, or $0.33 a day), or identifying what is going to make the potential customer less likely to have negative feelings about the purchase.
  • Dooley mentioned another study conducted by a Carnegie Mellon University and discovered that “Tightwads” (people very thrifty with their cash), often needed a ‘logical’ reason to purchase.  When offered a massage deal, if the angle was along the lines of massage for pleasure, they were 26% less likely to buy – but when angled as back pain relief they were only 9% less likely to spend their money.

Key Point 2: Make Use Of All Senses

  • This one is a little tricky for people who are predominantly marketing online – but Dooley references Martin Lindstrom’s books “Buyology” and “Brand Sense” – in how flight attendants at Singapore Airlines have used sensory triggers to develop the brand image.  They all wear the same perfume, the airline uses hot towels and match the aircraft’s colour scheme to their uniforms.
  • The sense of smell is a powerful trigger too, Martin Lindstrom claims that 75% of our emotional reactions are closely linked to our sense of smell.
  • A test between two identical Nike shoe stores, one scented/one unscented saw 84% of the test subjects rate the scented room to have more superior shoes.
  • Taking this to online, as I mentioned… could be tricky!  If you have any ideas as to how to implement that kind of thing online let me know in the comments below.  On the other hand, if you have a coffee shop, or a hairdresser – take a minute to think about how your business smells…

Key Point 3: Whack A Baby On It

  • Marketing psychology comes into play when using images in marketing, but none as powerful as a face – people identify and connect with faces – but even more powerful is to put a baby’s face on your ad.
  • If a baby isn’t going to match your marketing approach, then use a baby faced person, an adult with facial characteristics that are young looking and trigger vulnerable emotions.
  • High level activity in the medial orbitofrontal cortex (the part of the brain that is responsible for emotion) is triggered only 150 milliseconds after having seen a photo of a baby.
  • Dooley’s theory here, is that it likely links back to evolutionary reasons – babies are vulnerable and increase their chances of thriving and survival if adults have an emotional connection to the child.
  • Also, he mentions to make sure that when you place a face (baby or otherwise) on an ad, to make the person face whatever you want the viewer to focus on.  James Breeze, a usability specialist has done extensive testing to discover that when someone is looking at an something, we look at it too.

Key Point 4: Speak Into Their RIGHT Ear

  • I found this point VERY cool, because I’m a HUGE fan of schmoozing… that little bit of small talk before you dive into your pitch, or whatever it is that you are trying to convince someone.
  • Dooley discovered that when speaking with people – when you talk to someone in their right ear, there was a huge increase in compliance in whatever it is that you are trying to pitch someone.
  • Dr Luca Tommasi and Daniele Marzoli from the University Gabrile d’Annunzio found that this worked in multiple situations, including testing it at a night club – where the test subject found they had more success ‘bumming a cigarette’ if they asked the person into their right ear.
  • Try it next time you are at a marketing event… get dinner with the person you want to do business with and make sure you sit to the right of the person you want to schmooze!

Key Point 5: Surprise The Brain

  • Researchers in the UK discovered that the little part in your brain that predicts what happens next, the hippocampus, does it by automatically recalling a sequence of events that we have experienced before and ties it in with an expected reaction.  When it doesn’t go how we predict, the brain wakes up and pays attention.
  • A great example of this is in an example like taking a common phrase and twisting it slightly, so that instead of saying “A Stitch In Time Saves Nine”, they might write… “A Stitch In Time Saves Money”.
  • The idea here would be to make your sales copy more “brain catching”, so placing words in unlikely places, or changing the way a word is used – eg. instead of telling your customers, “it’s time for coffee”, surprise their brains by saying something like … “Let’s coffee it up”

OK!  So – there is loads there.  I hope you picked up a few marketing psychology tricks and that something has jumped out at you, helped you out in some way and just triggered some ideas that can help you build your business.

Check out the Brainfluence By Roger Dooley book if you want to learn more about marketing psychology – and, if you have any books you would like me to dive into please leave them in the comments below, I’m always looking for interesting reads.

– Cindy Donovan

During the entire month of April 2016, our theme is Web Traffic – and how to get more of it!

I’ve interviewed 14 of the best marketing minds out there on their specific area of expertise – using different methods of web traffic.

We discuss Instagram methods, Facebook Paid Ads, Paid Ads through different… less mainstream places, Email Traffic, JV Traffic, Authority Marketing, Viral Marketing Content Marketing and Syndication and MUCH more…

There is literally something here for everyone and throughout April we will be covering it all!

If you are eager to skip the wait though, you can get your hands on all of the interviews, transcripts, a concise report and checklist – for a super low price (less than $10!).

This is a collection of materials with one on one interviews with TWO NY Times Best Sellers, a guy who manages millions of email leads, an incredible fella who has over 500,000 people on his Instagram account and someone who is getting hundreds of automated leads a day, from a viral campaign he set up months ago.

Click Here To Learn More About Web Traffic Wildfire! 

Large

And if you have any questions, or want to delve deeper into any of the topics, we are always just a comment away!  Leave your comments, feedback etc in the area below!

-Cindy Donovan

 

During the entire month of March 2016, I’ll be diving into the topic of webinars – interviewing top marketers who share their knowledge covering what’s working with webinars NOW – and how anyone can profit using the online seminar method.

We will even dive into ways to do it if you don’t like being in front of the camera.  A few of the people I interview share their stories (with proof) of people they have coached who have seen incredible results… one lady who was about to give up – who found her passion and just decided to give back to the community, made about $10,000 in sales without even trying.

It’s been awesome to get some real one on one time with some of the best webinar delivers in the biz, so watch this space.

If you would like to access ALL of the interviews, including complete transcripts, a checklist, an in-depth report covering the pieces you need to master webinars, whether you are a total beginner – or been online for a while, this is something that EVERYONE needs in their online arsenal if you are serious about making big bucks online, in whatever niche you excel in then CLICK HERE for more information!

all

-Cindy

P.S. I welcome your comments!  Got any feedback, suggestions for new topics you want to learn more about?  Want to ask one of our podcast guests a specific question?  Please do 🙂