We have invited social media trainer, Jonathan Pollinger to introduce us to TikTok and share how it can build awareness of your business, help you to attract more customers, as well as boost sales and profits.(more…)
Ben revisits LinkedIn Essentials to discuss some of the key ways people use it to get new business. This is an updated version of the 2019 presentation ‘Get more out of LinkedIn’.(more…)
Ben is joined by Tom Balmont and Sirco to discuss why video is important in video marketing.
YouTube announced last week that it is removing its ‘dislike’ counts on videos for public across its platform
In the instance of YouTube removing the dislike counts publicly, it’s good for all 3 stakeholders because it limits mass trolls that often videos can get, it allows creators to be more experimental with their content while not being afraid of backlash. For users the like button still serves as a way for them to know if a video has been appreciated while letting them form their own opinions.
At the same time, creators can still opt to view their dislikes privately so they can receive needed data driven feedback to know what’s working for them.Karuna Sharma, Advertising & Media Insider
With YouTube disabling public dislike and Instagram testing time-outs, these influencers and agencies suggest more steps to building a safer space on the internet.
Youtube have launched Youtube Shorts; a blog post from the tech giant reads:
‘Every month, 2 billion viewers come to YouTube to laugh, learn and connect. Creators have built entire businesses on YouTube, and we want to enable the next generation of mobile creators to also grow a community on YouTube with Shorts.”‘
‘User-generated short videos were born on YouTube starting with our first upload, a short 18-second video called ‘Me at the zoo.’ As technology advances, creators and artists can now take advantage of the incredible power of smartphones to easily create and publish high-quality content wherever they are in the world,” the YouTube post added.’
This is the first launch of the software and I’m excited to see how Youtube Shorts develops over the coming months. It will be interesting to see how businesses will start using more candid videography to promote their businesses.
How to use Instagram in your business, grow your audience and track progress.
Why are small businesses using photo sharing apps in marketing?
- Increasingly in popularity
- Businesses of all sizes and sectors are using it
- A great way to bring a visual element to your social media activity
- Reaching new audiences easier and quicker
- Sell products or services through the platform
Instagram as Marketing tool
- Who should use Instagram?
How to post
- Can only post using app
- Importance of Stories & Reels
- Hashtag research
- Use your social media strategy for inspiration
- Variety is essential
- Post regularly
- Find inspiration from other accounts
- Consider including video
- Set Objectives to monitor progress
- Audience growth – size & quality
- Interaction – likes, comments, reach
- Performance on paid ads
- Sales of products
- Traffic to your website
Commit to action
What one action will you achieve over the next 30 days?
How to use Facebook in your business, grow your audience and win customers.
Introduction to Facebook
- Used by people in their personal lives to communicate with family and friends
- Use as a news source
- Community and common interest groups – keep up-to-date with what’s going on in a local area or share information / experience related to interests
Why should you use Facebook?
- You use should Facebook if you are a B2C business
- It provides you with access to your target audience
- Enables both current and potential customers to communicate directly with you
- Helps to build brand awareness and increase sales
Setting up a Business page
- Business pages are created within a personal page
- Add at least 1 other person as an administrator
- Ensure all key pieces of business information are present and updated
- Make it easy for people to find and recognise you
- Profile photos and cover photos need to be the correct size.
- Make use of the Call to Action button – Learn more, Buy now
- Posts need to be interesting and eye catching
- Sharing posts about a variety of topics related to your business is essential
- Plan and prepare your posts in advance – ideally 2 weeks
- Consider the photos, imagery and video you need to create / gather
- Encourage your audience to comment and interact – questions, opinions
What to share
- Inform your audience about your products and services
- Don’t share “salesy” posts
- Share what you have been up to – creating a product or delivering a service
- Document your journey and bring people to the forefront
- Develop campaigns – social calendar, seasons of the year, specific to your sector
- Blogs and articles
- Sharing posts regularly is important to build momentum & be visible
- Be careful not to over share!
- Schedule posts using Facebook’s scheduling tool
- Review the best times of day and days of the week to publish content
- A visual element is essential – photo, infographic, link, video
- Add video files if possible – better performance
- Analyse performance of the page and posts once a month
- Identify any trends to factor into future posts
- What are you aiming for?
- Audience growth
- Increased reach
- Link clicks
- Google Analytics – clicks, journeys and enquiries/ sales
- Make it easy for people to find you – signpost in other marketing activities
- Encourage customers to leave Reviews and recommend you on Facebook
- Consider Ads – awareness or sales focused.
- Add Jobs to your page
I share three ideas that could help grow or even kick start your social media engagement. I’ve been developing the ideas over the years so you may already have heard a few of them but it’s always good to have a refresher.
How to create remarkable content that spreads further by working with others
- Choose a social network you like
- Where your audience hangs out
- Reach out to your audience
- Be remarkable
- Be consistent
- Connect on a personal level
Be the First to Follow
Understand how to attract people and create a movement
Start a Social Tribe
Local businesses promoting local businesses on the web and through social media
- Find your tribe
- Follow your tribe
- Spend 15 a day minutes engaging
- Recommend what you love
- Feedback to improve
- Don’t talk about yourself
I’m joined by Jack McCaughtrie (Core Tree) and Clare Harris to discuss the current state of social as well as tips and advice.
Social Media Round Table
- We look at social media accounts by activity
- Has social media use changed during 2020 lockdown? Has it brought us together?
- What kind of content works best?
- Does it pay to create personalised content and making the effort?
- Does social media work for customer service?
- How can I get more followers on social media?
Commit to action
What one action will you achieve over the next 30 days?
Learn more about mining LinkedIn to find prospects and then how best to engage with them.To help me explore this topic I’ll be joined by social media and blog writer Jack McCaughtrie from (Core Tree).
Guest Jack McCaughtrie from Core Tree
Why mine Linkedin for prospects
- Remote networking
- Local, national or global reach
- Connect with difficult to reach individuals
- Build awareness of your company and how to help people
There is less noise in the channel, because it is a business to business platform it has a more professional mentality to it and people are more diligent in their approach
Case Study – Witley Jones
Bespoke school furniture manufacturer, based in Worcestershire.
- They wanted to build their awareness and engagement in education
- Trying to get an in, in a busy market
- Approach of not hard selling but one of trying to support and align partnerships
Understand, Engage and Convert
Building an Audience
- Quality not quantity
- Reconnect with contacts, clients and colleagues
- Use market intelligence to identify new companies and people
- Connect with new people you have (or going to) meet
- Digitising your network
…you have 100% control who is in your audience and have control in targeting the right people. It is important you connect to the right kind of audience, a target client or prospect who have some value to you or you to them.
- Use Company Pages to find best contacts
- Search for Job Titles,
- Location and industry
- Set up ‘Search Alert’ for weekly email
Who to connect with
- Connect with people who are directly relevant to you
- Associated with markets you work with
- People who would be interested in content you can share
- People you can help with
- Don’t simply collect connections
- Connect with people that interact with your posts
Start a conversation
- Personalise your connection invitation
- Soft intro message once connected. Not sales focused
- Ask questions to encourage a response
- Follow 2/3 days after invite accepted
- Be patient
Breaking the ice
- Be inquisitive about their business or sector
- Make an opportunity to send more information – relevant blog or video
- Refer to a post they have shared recently or something you have seen on their website
- Ask a favour (Benjamin Franklin effect)
Nurture & Follow-up
- Sow the seeds that will grow over time
- Be patient. Building relationships take times
- Have regular content to share within your network
- Ask who the best person to contact
- Ask if you can share more information
- Don’t be afraid to follow up once, twice, three times
Review your profile
- Must be up to date and accurate
- First impression counts
- Make it relevant to your audience
- Answer the questions your new connections will have
- Add link to website and videos
- Consider the posts you share and engage with.
This is the fifth of 6 episodes in which I’ll be walking you through the foundation level of my Marketing Strategy. I’m going give you ideas, advice and guidelines in a simple, step by step process that will work for any startup or business new to marketing.
The episodes cover Planning, Stats and Analytics, Website Development, Search Engine Optimisation, Social Media and Business tasks that you need to do to give you marketing strategy a great foundation.
If you want to jump ahead. everything I’m talking about is available online nowratherinventive.com/marketing-strategy
For now here’s part 5 and it’s about Social Media. Enjoy!
👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here https://ratherinventive.com/club/(more…)
In this webinar, Heidi and I will share tips for posting on Instagram as well as ideas to automate your social media.
- The benefits of using Instagram
- Inspiration for the different tourism sectors
- Tips on saving time when posting content
Getting hooked on an endless scroll of media inputs is not the same as being informed. There’s long been a business model of urgent news (“man bites dog!”), but now it’s been leveraged, amplified and optimized to suck people in for hours at a time.https://seths.blog/2020/07/doom-scrolling/
I limit my news intake to a handpicked set of websites via Feedly and aim to check in once or twice a day, I
don’t rarely listen to the news and try to use Twitter as a last resort. I don’t want or need to know everything that happens as it rarely brings me joys but I simply don’t have time.
I’ve often heard the term ‘Hanlon’s Razor’ – usually on tech podcasts – in relation companies doing the wrong thing and where people assume the worst and jump to conclusions. so decided to look it up.
‘Never attribute to malice that which is adequately explained by stupidity’Robert J. Hanlon
An example of this can be seen when Apple was accused of slowing down old iPhones to force people to upgrade, where in fact an update was made to improve the performance of phones with older batteries by slowing them down a little to prevent a high peak power drawn causing the phone to crash.
The same effect can be seen on social media when people jump on the back of a scandalous story.
Modern media treats outrage as a profitable commodity. This often takes the form of articles which attribute malice to that which could be explained by incompetence or ignorance. We see examples of this play out in the media multiple times a day. People rush to take offense (sic) at anything which contradicts their worldview or which they imagine to do so. Media outlets are becoming increasingly skilled at generating assumptions of malicious intent. When looking at newspapers, websites, and social media, it can be beneficial to apply Hanlon’s razor to what we see.https://fs.blog/2017/04/mental-model-hanlons-razor/
The lesson I take is not to see the worst in peoples mistakes but to assume they are busy, forgetful or hassled like the rest of us and to give them the benefit of the doubt. At least the first time. Not only will it help you to stay calm but it will also moderate your response and prevent a situation from escalating.
The quoted article from FS above, dives into detail as well as explaining other popular terms like Occam’s Razer. Well worth a read.
Get you up to speed with LinkedIn and learn about some of the key ways people use it to get new business.
Great place for sharing business content
Authoritative personal search result in
Google Good for engagement
610 million users / Over 260M monthly active
LinkedIn provides 50% of social traffic to blogs
Professional and friendly
No photos from holiday
Personalise the URL – linkedin.com/in/benkinnaird- marketing-expert/
Professional headline – Write how you help people
Profile photo – Recent picture that resembles you. Smiling, approachable
Banner images – Add contact number/email
Summary – Expand headline. Share your experience you have. Keep it simple. Include testimonials that share why people should buy from you.
Review Ben’s profile
Any anyone else who’s brave enough…
What do you look for in an LI profile?
Endorsements and Recommendations
Who uses these?
Do they help you to decide work with someone?
Be the first to comment or help others
Original poster will appreciate your support
Helps stimulate more commenters
First follower video
Share links to your blog or other content
Alternative / addition to blogging
Review of posts and how to
Find local contacts Multiple keywords
Demo of advanced search
Visit other peoples profiles
Use Google search to find people
These rule over business pages (Alex Galviz)
Get your employees to post your content on their personal pages
Connect with people you meet with or connect in advance (podcast interviews)
Ask a question when connecting
Become a tribe
Idea of WEN (Worcestershire Education Network)
All members reviewing group account
Looking for ideas to share
- Mastering the power of LinkedIn (podcast) Being authentic on LinkedIn with Alex Galviz (podcast)
- Social media strategy (book)
- Half day Social Media workshop with Jack
Observations on Tom Hanks in conversation, with advice you can use to be a better presenter on video, in a workshop or even chatting down the pub.
Here’s a few tips I noted from the video
- Create a story gap – Peak peoples interest with the promise of an exciting story.
- Pantomime what you are saying – Use hand gestures and movement to act our what you are saying.
- Be dynamic – Shift a story’s focus from sad to happy or move your voice from loud to quiet.
- Include everyone – Make good eye contact (three seconds or so) so that people feel what you are saying is relevant to them, that they are included.
The last point, on eye contact, I’ve found particularly helpful in boosting my confidence when talking to a large group of people.
I’ve always enjoyed films featuring Tom Hanks from Big (his earliest film that I remember watching), to Castaway, Saving Private Ryan and Forest Gump, which is on my rewatch list.
Our last Infectious Marketing webinar was so well received we’ve decided to put on another one.
In this webinar Heidi and I will focus on how you can use Facebook and Google My Business to make sure you are all set to attract local customers as the lockdown eases and people start to look for local services again.
- Advice on finding your ‘strategic alliances’ and collaborators
- Tips on running a compliant Facebook competition and advice on using Hashtags
- Steps to review your Google My Business Profile including tips on how to get more reviews.
- Inspiration to bring people back to you with confidence
Heidi Chamberlain-Jones (Eat Sleep Live Herefordshire) and Ben Kinnaird (Rather Inventive Marketing) share their best ideas on using social media, email and presenting on video to stay connected during lockdown so you and your customers come out of this stronger together.
We’ll also look at the website and SEO improvements you could be making in this quiet time to prepare for a return to normality – Whatever that will look like!
- Tips to keep customers engaged and even get some new ones, ready for when the lockdown lifts.
- Easy but effective marketing updates to do while you’re not changing the beds.
- Inspiration to bring people back to you with confidence.
Euan Semple interviewed on Jonathon Pollinger’s #SocialMediaShow podcast
“When people moan at me about the rubbish on Facebook I point out that that’s your friends. And if you don’t like that then think harder about who you’re friends with”
I completely agree with Euan on this, we should all take more responsibility for the diet of news and comment that we read. And like any good food diet it should be varied.
Tweet from Andy McIlwain
The 2010s were about radically open social media platforms — a gigantic, unmanageable mess.
Next 10 years? Pendulum swings back. Niche communities of interest & purpose.
Like a falling tide, I feel that there is a pull back to smaller interest groups and communities. As a lapsed forum user (I spend much of my 20s in Macromedia Flash forums) and advocate of the WordPress Community, it feels more wholesome and personally connected to me.
Sure, we’ll still have the trolls and attention seekers but they won’t have as much impact or power often gained from retweeting.
In Andy’s Twitter thread he goes on to talk about how brands need to move from wooing an audience to building a community.
Break em out. Round tables so they’re facing and sharing and talking to each other.
Join Ben on episode 4 of the IMC to discuss how you can get more out of your Linkedin account and nurture a following.
The sponsor for this episode is Inventive People. Get 20% off first order with the code INVENTIVEPODCAST.(more…)
On this episode Ben talks to Shayna Rattler, a leading expert in corporate sponsorship and influencer marketing.
The sponsor for this episode is Inventive People. Get 20% off first order with the code INVENTIVEPODCAST.(more…)
Ben catches-up with Alex Galviz, who is one of the top influences on LinkedIn in the UK. She has co-created an incredible global network of events called LinkedIn local and encourages people to communicate with authenticity.
This is a recommended listen if you want to up your game on LinkedIn.(more…)
Ben is joined by Jonathan Pollinger and they talk about the future social media, why it’s worth making predictions, JP’s rebrand and why Facebook is bloated and not very much fun to use.
The sponsor for this episode is Inventive People. Get 20% off first order with the code INVENTIVEPODCAST.
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Al and Ben discuss the website trends to look out for this year and the impact of blanding branding. Ben shares Jonathon Pollinger’s social media predictions for 2019.
Sponsor: Inventive Marketing Club – Learn to build a better marketing strategy. Find out more(more…)