We all know how important social media is for our businesses, but it’s also crucial to remember what these platforms are for: being social.
It’s easy to get caught up in how many posts you need to schedule and the content of those posts, but you also need to take time to actively engage with your followers and those you follow. This is a fine line to walk, and I recommend scheduling out time to be social. Scrolling your newsfeed for hours doesn’t count. Take dedicated time to see what is being shared, comment on posts that spark an interest, react to your friends and followers, and share content that you enjoy. If you’re having a hard time getting started, make a little bullet point list of how many likes, comments, and shares you are going to complete in your set time frame.
Think about Facebook like it’s a person. What is important to Facebook? They want users to stay on the platform for a long time. They want us liking, commenting, sharing, messaging, which of course causes us to stay on the platform while we engage and socialize.
We all know I have a love/hate relationship with Facebook. I spend about 10-15 hours a week researching and figuring out what is and isn’t working. I’ve told you about the ever-changing algorithm. The scary word that really isn’t that scary once you understand it. Facebook is prioritizing what you see in your newsfeed. If we are going to successfully socialize on the platform, we might as well be tailoring our own newsfeeds to show us content that is engaging for us as people, not just business owners.
Once you’ve gotten in a good socializing rhythm, I can guarantee you will start to develop a better understanding of what you need to be posting to encourage engagement and cultivate community.
What always catches your eye? Let me guess, Live Video and Video. We are a generation of visual learners. I can’t tell you how many times I’ve stopped my newsfeed scrolling to watch a video. The action catches your eye and the content keeps you watching. Facebook also loves Live video. I know it’s hard to get started, but once you’ve done three live videos, those nerves are going to wash away. You might even surprise yourself and start looking forward to it!
You don’t have to have perfect hair and makeup and a flawless script to go live. You don’t even have to show your face at first. If you have a trade by hand, you could film your hands. You could go live and show your studio or your office. It doesn’t have to be complicated. Your followers like to see real life, and real life isn’t perfect. Be your true, natural self and engage in a way that you would with a close friend.
If you feel like you are doing everything right and still not getting engagement, let me ask you, are you asking for engagement? As often as you possibly can,, you should be asking for responses. Instead of posting, “Look at my cool new office set up,” ask “What makes your workflow better? For me, I set up my office like this.” If you are just showing and not asking, you’re far less likely to get engagement.
I get it, Facebook can be overwhelming in many ways. But it is an incredible gift we must take advantage of. I have friends across the country whose children I’m watching grow up. I wouldn’t have that opportunity without Facebook. As business owners, Facebook is invaluable. You might have a love/hate relationship with Facebook, too. Try to find what you love and focus on that. Remember why you are posting and develop a system that allows you to enjoy your time on the platform.
Facebook could disappear tomorrow, it’s rented space. Seize the opportunity while we still have it to be social and utilize the great power and tools at our disposal. When you serve your audience well, they will want to engage with you.
Let’s get social on social media in 2019.
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It’s difficult as a business owner to be able to cut loose on an idea. We take it very personally, which I think is part of being a business owner. But the biggest issue I see is not cutting loose on a project when it’s just not working.
I think, in general, we can be too wishy washy. There is something to be said about putting your nose to the grindstone and working very hard — even if it takes a while. Overnight success is not a reality. You need to make sure that you are not cutting loose an idea just because you’ve been at it 15 minutes and it’s not working. That’s not a good business move.
Before you start a project, define what success looks like. What does success look like for you and this idea? You can’t know when to cut an idea loose if you’ve never defined success.
I hear customers and KRose Marketing group members say,
“Well I quit that because I was a failure.”
“OK what defined it as a failure?” I ask.
“It wasn’t working well,” they respond
That’s not enough.
People tell me all the time,
“Social media isn’t working for me.”
“OK, how many times have you posted in the last week?”
“Well I posted once.”
Of course it’s not working for you because you’re not putting in the effort. Looking at your Facebook page is not doing work on Facebook. You have to know when you’re actually putting in the effort and when you’re not.
When you start an idea, you have to define what success would look like. If it’s booking 100 consulting clients and when you only book one, you say this project didn’t succeed. But if you defined success as booking 5 clients and you booked 4, well that’s still success even though it might not have been 100 percent success. You still booked 4 out of 5, which was your goal.
It is time to cut loose an idea is when you have not reached the marker of success and you’ve tried many avenues. Make sure you aren’t calling everything a failure. If you wanted to book 5 customers and you only booked 3, to me, that’s still a success.
I practice “Good, Better, Best” when I define levels of success in life. What is good, what is better, and what is best. Say you want to book 5 consulting customers. Maybe good is 3, better is 4, and best is 5. Are you defining success properly? Are you executing it in the best way possible?
If something isn’t serving you or your customers well, feel confident calling it off. You don’t owe it to anyone to keep doing the same services. You have to trust your gut. I think that’s most important — that you listen to your intuition. If it’s telling you that this project isn’t serving your customers well or you don’t love doing it, get rid of it.
The reason you’re in business for yourself is to serve people and do what you do best. If it’s not something you do best, end it and feel confident ending it. Make sure you’re not ending projects because they’re not reaching a level of success you never defined. Otherwise you’ll be wishy washy and jump from project and business to other projects and businesses without ever achieving much.
Make sure you know success and also make sure you are putting in the effort before you throw in the towel.
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I share with you the hottest marketing strategies every month, but today I wanted to share some of the tools and resources I find timeless. These are the programs and systems my team and I use on a daily basis, and I don’t see them going away anytime soon.
Asana is an incredible platform I use to manage my business. My team and I use Asana as a project management system. It allows me to keep track of all the employees, contractors and projects. I can add deadlines, tag team members, keep projects, and much more.
One of my favorite uses of Asana is our “Daily Check-in”. Everyday the KRose team logs in and writes what three things they are working on that day. At the end of the day, we have a “Ta-done list”. We go in and type everything we finished for the company. I can check in, answer any questions, and see the business moving forward. I know exactly how many emails were sent, phone calls made and what other projects were accomplished. It gives us all a sense of accomplishment because we finished all those tasks on the Ta-done list.
The best part about Asana is the ability to organize different projects. When we have a project for our customers, you can assign recurring events, such as posting on Instagram, which we do every single day. Asana gives us a main platform where we can all come together, see what’s due that day, see what everyone’s working on and keep tabs on all the projects.
Through Asana, you can set up notifications for email and/or on the phone app for when someone tags you or you have a task due. This is great when a team member tags me or asks my expertise. I’m allowed to go in and answer them without a bunch of back-and-forth emails. Asana is incredible that way.
It comes in a desktop version and an app version. You can have different teams, you can have different projects. We love Asana for helping move our business forward.
I get asked all the time, “What do you use for your Live videos on Facebook?” It’s a great question. We all know video is extremely important, both on Facebook, Instagram, and your website. If you’re not doing Facebook Live, you’re missing out. People watch millions of hours of video there. I have a video all about common mistakes I see on Facebook.
So let’s talk about the program I use for Facebook Live. It’s important to use a program for a couple different reasons. This program allows me to schedule my Facebook Lives. I can tell my tribe I’m going to be Live tomorrow at 11 a.m. and they can get a reminder when I hop on. This is priceless.
Ecamm Live allows us to automatically download our Facebook Live videos so we can repurpose them. Every Facebook Live we do turns into one or two instagram captions, 15 quotes, a blog, and an email that’s filled with value. You need to make sure you’re downloading your Facebook Lives so that you can repurpose the content.
It gives you the opportunity to share your screen. While you’re on Facebook Live, if you want to teach something and need to hop over to your website, check your pixels, or whatever you need, it allows you to flip the screen over. You can share your background or share a powerpoint when teaching on Facebook Live. Ecamm Live does have a small cost. It’s an incredibly powerful tool.
On our Live videos we put the KRose logo in the corner so people know who I am and what I’m talking about without having to look far. I highly recommend utilizing this program so you can create Facebook Lives that impacts your viewers now, plus you can save content for later.
As a small business owner, the bidding process can be really challenging. Before we invested in 17 Hats, we were struggling to follow up with customers and keep track of who received a bid. It’s really important to find a tool that helps organize the process. Here’s where 17 Hats comes in.
When we found this program it was a game changer for us. We can enter someone in as a contact, say what they’re interested in, and tag an employee who needs to follow up with them. We have email templates that are pre-written to talk to the customer.
For example, in our logo bidding process, the email we send when we bid a logo is already pre-written. We go in and customize it to the person with a bid and it can be sent within about two minutes. No longer do I need to come up with a custom email. It includes all the wonderful things I want our audience to see and I can send it right away.
It comes in a checklist, so if they receive the bid email, and they haven’t replied in advance, we have a follow up email we can go in and send 4 days later. If they book the project, it tells us to send an invoice, and gets them in touch with their designer. We send the first round of drafts and it’s all laid out for you in 17 Hats. It helps us stay organized and is well worth the investment.
Speaking of organization, download our free Monthly Success Guide to set goals, manage your budget, and stay on track to growing your business.
I talk more in depth about each of these tools over on our new YouTube page. Remember to like and subscribe as we build our channel!
There are so many systems, platforms, and programs available to optimize productivity. But it’s really hard, especially when you are just starting out, to discover which are best for you and your business. I wanted to tell you what I see are growing trends and the best tools to move your business forward. We test out and research these tools thoroughly in order to cut down the busy work for you.
Behavioral economist Richard Thaler won the Nobel Prize in October 2017 by proving people are not rational — at all — when it comes to decision making. His research proved that emotions are the source of action, rather than logic. He highlighted the importance of understanding that consumers make financial and purchase decisions using processes not based on logic or calculation. Author of “Brainfluence”, Roger Dooley, said there is definitely a trend toward using more non-conscious factors in advertising and marketing. “While products like fragrances and fashion have always focused on emotion, the vast majority of marketers continue to talk about product features and benefits,” Dooley said.
Tools like priming, anchoring, framing, social proof, and more can make an offer more appealing. This makes it more likely to turn an ideal customer into a paying one.
Emotional engagement requires a shift in thinking about the customer experience. Rather than leading with the sale, provide experience or touchpoints to nurture customers along toward the sale point.
Artificial intelligence is arguably the hottest of the hot marketing strategies today. Most of us are at least curious about what AI really means and what its benefits are in marketing. Chatbots have been growing in popularity and continues to grow. Chatbots are software programs that mimic human conversation. They help answer customer questions quickly and can drive engagement by offering suggestions. This new method can provide a memorable and useful customer service experience. Chatbots have a “sense” of humor and personality when functioning as they should. They can adapt frequently asked questions using machine learning and natural language usage. The chatbots get smarter the more they are used.
Search Engine Optimization
SEO is not a new concept by any means. But our knowledge and tactics have grown over time. There are new trends that have formed, which are important to stay on top of.
Search engines like Google or Bing ask advertisers to provide as much information as possible. This includes providing price ranges for a product or service with different options. Business owners should prepare for these changes and develop their feed-based advertising opportunities to create the best product ad possible.
Links in search marketing
We might start to see a decrease in the importance of links. Links will remain a contributing factor in search engine algorithms, but they will become more personalized. Search history, live data, and social context are going to become more important than links for SEO. There will be an increased focus on contextual search
The words we use and how we use them is extremely important for branding. Writing style and the vocabulary used display a company’s personality and purpose. You need to use the same style of writing throughout all platforms — Facebook, Instagram, Pinterest, your blog, your website, emails, and everything in between.
It’s important to use consistent language for a variety of reasons. When you’re targeting new customers, you should be describing your products and services the same way across the board. If you offer a free product or upgrade you need to call it the same phrase each time. If you refer to it as an opt-in, bonus deal, free upgrade, and a special deal in various postings, you’re going to confuse your ideal customer. It will, at the very least, make the process much longer for the reader.
Using a consistent vocabulary benefits your business by:
Helping potential customers fully understand what you have to offer
Preventing frustration and wasted time for your potential customer
Allows ease in engagement
How we utilize consistent vocabulary
For me and the KRose team, we decided early on that using a consistent vocabulary was important to us. I have a writing assistant and several of my team members write from my viewpoint. We created a pool of words we use often and we make sure to use those when we post anything from the KRose Company, both for KRose Marketing & Consulting and KRose Cattle Company.
Everything you read from us should sound like it’s coming from me, even when it technically isn’t. Something I have done often is record myself talking and send that file to my writer or another team member. Even though the content is edited for readability, it still always sounds like me because it came straight from my words.
If you don’t have a vocabulary bank with your business already, I recommend you do that right away. Even if you don’t have any team members and you write everything for your business, this is still important. You might hire someone down the road and you want your message to always remain consistent.
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Make sure to check out our new YouTube channel for insights into how I run my business effectively and some fun personal peaks into my life. I talk about tasty meals I make when I don’t have a lot of time for meal prep, stress relief tips, a look at my morning routine, and a whole lot more.
The marketplace is full of programs, platforms, and systems. It can be overwhelming trying to figure out where to start. I wanted to tell you what I see is working in the marketplace and what is not working so you have the best tools to move your business forward. We test out and research these tools in order to cut out the busy work for you.
I know it can be challenging to fit Instagram stories in throughout your day. But I want to strongly encourage you to make a habit. Tell yourself in the morning to do some Instagram stories. It doesn’t matter what your hair looks like, if your makeup is done or if you’re in beautiful clothes. Your audience wants to see you.
They want to see you behind the scenes, making breakfast, lunch, walking out to your car. They don’t care if you have a messy table. They are tired of perfection. Instagram stories gives them the behind the scenes look and they become really invested in your life.
The key with having your audience invested in your life is when you start to market a program, service or product. They really want to purchase from you because they feel connected with you. They know what books you’re reading, what bible studies you may be doing, what makeup you’re putting on your face, and more.
When you show your audience the behind the scenes on Instagram stories, they see the true you.
If you’re not using instagram stories, I highly recommend you start. It’s really important that you’re consistent. Try to do a couple everyday, just to get in the habit. I can promise you it doesn’t matter what you look like. Your audience wants you to share really valuable content. The more people watch your stories, the more they’re going to see your newsfeed, and the more they’re going to buy into what you’re selling
On Pinterest, posts can last for four months or longer. In contrast, on Instagram and Facebook, if we don’t get engagement in the first hour or so, the content is kind of down the river. On Pinterest, something we pin today can still be seen actively in four months. Maybe even longer.
It’s really important to start utilizing Pinterest and pinning regularly. View it as a search engine, not as a social media platform. You want to think of your Pinterest board as a magazine for your company. When you’re picturing your ideal customer, what else is important to them? On the KRose Pinterest board, we talk about coffee. We talk about organization, how I get ready to travel, what our office looks like. We talk about healthy meals on the go, quotes that inspire us, marketing tips, and style because to our ideal customer, all of that is important. We can hit on all of those topics on Pinterest and still reach our ideal customer.
If you’re not utilizing Pinterest, I strongly encourage that you utilize it. Again, it has to be consistent just like any other platform. You need to make sure you are pinning regularly, and you are engaging with your customers on Pinterest. Be sure to follow us on Pinterest if you’re not already.
Really good quality photos and stock photos
You have to collect and stockpile as many pictures and stock photos to use on Instagram and Facebook as you can. The trend is moving away from graphics.
I really encourage you if you’re not using stock photos, or if you’re not working with a photographer, that it’s time.
We supply our Acceleration Nation with stock photos, which like popsicles, American flags, and fireworks in July. If you’re not jumping on the stock photo bandwagon, I really think it’s important that you do. And make sure you’re getting some pictures of yourself.
Going out of style
I know that Twitter can be used to advocate in agriculture. I’ve seen its usefulness during the tornado and hurricane season in sharing really valuable information. But I just am not seeing Twitter being a great place for reaching our ideal customer. I’m seeing it being customer versus customer. You have to remember, you need to spend time on platforms and nail platforms that are where your customers hang out.
IGTV- Instagram’s TV platform
They tried to compare it to YouTube, I don’t think it worked. I’ve done a couple polls with our audience and I’ve asked some other people. People are not watching it. People forget the feature is there. They have not done a very good job marketing it. I think the way the videos have to be is really hard to upload. They have to be a certain length, they have to be a certain size. I think that’s really difficult. You can’t tag or share the video to Facebook. I still think YouTube is going to be king for sharing video content.
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