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5 Secrets For Creating More Shareable Content by @lucyrk78

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Photo by Designecologist from Pexels

by Lucy Render-Kaplan | Featured Contributor 

Social media has already done more for marketers and sales teams than traditional marketing can do, and in less than half the time. Not only can social drive people to your website (or any landing page you’d like them to visit, really!) but it exposes you to people around the world who would never have found your company. Sounds amazing, right? We know! But it also requires new skills for marketers. With hundreds of thousands of articles, videos, photos and other methods of content shared to social media platforms every minute, how do you actually break through and GET those people around the world to even see what you’re putting out?

We’re here to share the secret: the key to getting noticed on social media and gain the attention of your target audience is to create shareable posts.

Here are just a few of our tips to get you started:

  1. Create content with a specific audience in mind.

Marketers used to have to create nameless personas of their target audience. Today, we can use real, breathing people and not constructs! All it takes is a bit of social listening to learn the pain points your business solves. You will also want to employ Google Analytics. There, you can learn more about your audience like demographics, content preferences, what platforms they spend the most time on, etc.

Keep in mind: if ALL you post is information about your company, you are going to have a hard time building and nurturing relationships with your current and potential consumers. You don’t want to talk AT these consumers, you want to engage WITH them.

That’s not to say you that you can never talk about and promote your business. You have to do that. Just make sure you’re posting about other things as well, and are sharing posts from people within your target audience (when relevant). People aren’t interested in a sales pitch article all the time. Instead, we urge you to become a member of your target audience. What would YOU want to read or learn more about? Write that. Write something that helps people and your audience is more apt to share that useful post with their other communities.

  1. User Generated Content (UGC)

Getting customers involved in creating content is one of the best ways to ensure your content will be shared. Not only will you get photos and videos and testimonials to use and repurpose, this type of content increases authenticity almost immediately.

A company can tell someone how great their products are, but when a friend tells you how great a company’s products are, you are way more apt to trust them and even purchase from that same brand.

According to Adweek, user-generated content results in 29% higher web conversions and 92% of consumers turn to people they know for referrals above any other source. Hard to deny that UGC doesn’t guide people ready to make final purchasing decisions!

  1. Add Social Media Buttons & A Call-To-Action

Don’t you find that the most obvious answers are often the most overlooked?! A super easy way of making your posts shareable is by ensuring it’s relevant to your target audience. This will motivate them to share the people in their communities, on their social platforms and with their family and friends.

Make it easy for them to share. Always add social media buttons to the original piece of content. It doesn’t matter the medium – blog, podcast, video…the buttons should be easily found to anyone looking at the content can find them immediately.

You can add these buttons alongside your content, at the top of the article or at the very bottom. You can even design these buttons in a way that as readers scroll down the page, the button follows them dynamically.

Along the same line, you can simply ask your reader to share the content! You already know that content needs a call-to-action. Create a CTA to drive the reader to share your content. The easiest place to do this is at the end of the post. These CTAs can be clever phrases, or simply a “Book now.” If readers like what they have just read or watched, they’ll share. Especially with a tiny nudge.

  1. Tie Into Emotion

If you’re like us, you’ve definitely sent a tweet saying “I’m not crying. You’re crying.” With a hashtag to reference a commercial that just aired. Or a blog post. Or a tweet. The most successful marketing sparks strong emotional reactions within your communities. The more we research, the more we see that emotions like happiness, sadness or anger tend to engage the most people leading them to share a piece of content.

  1. Create Incentives for Sharing Your Content

People like free stuff. And they like to win things and be acknowledged as having won. So create super easy contests, encouraging social shares. Don’t overthink these – a content like this can be as simple as a Tweet with a photo that relates to your business and says, “We will pick a random person at 2pm Thursday, CST that has followed these TWO steps to win one month free at ____! 1. Follow (@yourbusiness) 2. Retweet this tweet.” For Twitter, it’s relatively easy to track shares because all you have to do is count retweets.

 

What types of content do YOU find works best for your business?

 

Leadership’s Many Flavors by @SBSLEducSoltns

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Leading from the Front with Four

 

Ground Floor : Leadership & Management

 

It’s nearing mid summer in the northern hemisphere; recently, we celebrated national Ice Cream Day! Many have favorite flavors of this delish dessert; this holds true for leadership, too.

 

Paraphrasing a Supreme Court justice: ‘We know leadership when we see it.” , yet we all don’t ‘see’ the same thing, since we view business through our own experiences, lenses, & mindset.

 

Further, let’s push a related theme up for thoughtful discussion:

 

Leadership & management are NOT differing flavors; instead, they are two landmasses, separated by a gigantic ocean. We realize this while standing on the ground floor; now, let’s climb up a metaphorical ziggurat for a panoramic view.

 

Position, power, experience, credentials …?

On level 1 & 2 of our ziggurat, we start separating the wheat from the chaff; this act drives big answers , bringing us closer to leading from the front.

 

Q> Are any of the below characteristics necessary for organic leadership?

 

  • Seniority / experience

  • Credentials

  • Power \ Authority

  • Position

  • Perks /privileges

 

A> None are truly required. For a positional leader, they might bring benefit in a company’s hierarchy; however, in a free enterprise entrepreneurial business, they’d likely delay professional development.

 

Q>> Does leadership necessitate a certain type of business structure?

 

A>> No. Most structures ‘tell‘ us that an established business has an uneven field; you’ve built a ladder for your staff to climb up a pyramidal hierarchy, &/or you’ve not empowered them to address deep issues, like customer service, in your workplace, putting a collar on their ability to organically lead.

 

Bottom Up > Top down ; front > back

 

Leading is most impactful from the bottom up if there is a structure; Why? Easy. Those people are most aware of the day to day matters impacting your business’s success.

 

Take note, founders:  if you’re one, put yourself out front, clearing roadblocks so your staff can be most effective in building a better workplace for the betterment of all.

 

“People ask the difference between a leader & a boss. The leader leads & the boss drives.“

— Theodore Roosevelt

 

Q >>> What to do in situations where staff engagement, customer service, &/or client retention are below par?

 

A >>> Leverage this call to action using a ‘Test of 3’

 

 

First of 4 Flavors : Thought

 

Your climb up our ziggurat continues! Any of 4 could be next, as we aren’t building a rigid hierarchy; instead, you’re encouraged to visually sketch out this post’s content to better grasp these principles.

 

A thought leader leads from the front by sharing learned wisdom, stories, & a vision for the future with her staff, fellow entrepreneurs, & her tribe.

 

She might call herself a futurist, a disrupter, or an innovator. No matter the lingo, she oft comes up with fresh ways to address persistent business problems.

 

Second of Four : Replicative

 

Often, an entrepreneur, especially a family business owner,, recognizes replicative leadership as = succession planning; it could be, yes.

 

I thoughtfully ask you to expand your mind, furthering the case that this ‘flavor’ is imperative for all types of businesses, regardless of size, industry, or age.

 

A replicative leader seeks to replace herself; no longer is she indispensable; she’s begun, or accelerated her ability, to work ON her business & no longer IN it, becoming dispensable.

 

Systems thinking, soft skills [ e.g., humility & adaptability, ] & a focus on a self directed education all enable the above.

 

Third of 4 : Servant

 

When we serve, we win = Truth.

 

Yet, sole proprietors & entrepreneurs with staff, especially those who’ve come from corporate backgrounds, each have big adjustments in unlearning positional leadership & replacing w/ servant leadership’s unwavering principles.

 

Allow yourself to challenge assumptions, dismissing nostalgia & past credentials earned, as you realize that serving first gives you rich tools to lead from the front, flipping hierarchy upside down.

 

Fourth of Four : Conscious

 

Leadership done well is often a lonely path. Engaging mind, soul, & spirit is far stronger than merely one. Thus, being conscious about leading yourself & others enables infinitely more progress in your business culture, while concurrently helping you buck societal winds regarding capitalism.

 

Rarely are we taught that free enterprise & capitalism are very different concepts. Those who become conscious leaders better grasp this truism & cultivate a business that embraces the former.

 

Organizations dedicated to this flavor of bottom-up leadership often hold gatherings in your local area; seek them out & turn their events into networking opportunities.

 

Suggested Social Follows :

 

SR Thought Leader

Angela Montgomery

Waters Center

SLI Lead

Greenleaf 

Conscious Leadership

 

Dig for more gold — it’s 1849 all over again!

 

This blog is a drop of water into a deep sea. Be a modern day gold prospector & start a new rush!

 

How to Become …

6 Steps …

Don’t Let the … 

Rela Leadership

The Serving Leader

5 Ways to … 

Practicing the 15 …

 

In short :

 

  • Ground floor
  • Characteristics of leadership
  • Test of 3 – CTA
  • Thought & Replicative
  • Servant & Conscious
  • Social follows
  • There’s a vast universe to explore

 

Thank YOU for reading!

____________________________________________

3 Simple Instagram Mistakes that Will Kill Your Engagement and Growth by @LeahLatini

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Photo by Lisa Fotios from Pexels

by Leah Latini

Most business owners and solo entrepreneurs would agree that having a strong Instagram presence can be a game-changer in terms of growing their audience. However, many businesses we consult with, struggle to find their groove when it comes to creating content that engages their audience in an authentic and sustainable way.

Engagement directly influences the reach your content receives on Instagram and builds upon itself over time. So, it’s incredibly important to ensure you’re encouraging maximum engagement with every post. Especially now with the latest Instagram update, engagement rates can make or break your content strategy and determine whether you continue to grow on the platform or stagnate and decline.

The following list includes the most common mistakes that can cripple your growth on Instagram, even if you have a healthy following.

1) Yeah, but what IS that? – No Context
How many times have you been browsing your Insta feed only to come across an intriguing photo that stops you from scrolling, but then ultimately confuses you? For instance, you see a food pic that looks delicious, but when you stop to learn more about this mouth-watering post, you find that there’s zero information about what it actually is or what restaurant it came from.

Many content creators would argue that a post like this can stand on its own, and people will like it regardless of the caption. The biggest problem with this argument is that it promotes a superficial engagement. It’s easy to get a quick “like” on a post based on aesthetic beauty or visceral reaction. But now, Instagram wants to reward content creators that go the extra mile to create conversations and deeper connections with their audience.

This means that if you leave out the basics of who, what, where, and when you are cutting out a massive portion of your audience that might have otherwise engaged. Give them details about what they’re looking at, and a reason to comment, question, and save your content!

2) Wordplay Overwhelm
While the story behind a photo or video is essential to building a deeper relationship with your audience, many entrepreneurs take editorial content to an extreme and overwhelm their audience with novel-length posts.

I know what you’re thinking, “But you just said that people wouldn’t engage with my content if I don’t include enough detail!”

Oddly enough, both of these concepts are true!

You have to find your audience’s sweet spot or your “Goldilocks Content-Length”. It’s the post length that’s just right and allows you to include a sufficient amount of factual detail but is brief enough that you don’t lose the majority of readers halfway through your post.

Identifying this ideal post length can be a process of trial and error to find what your audience responds to the most. However, a general rule of thumb is to limit the editorial content to under 150 words and save larger pieces for other platforms. If you’d like to create longer narratives on Instagram, consider doing so in video format and experiment with features like Instagram TV. These features are relatively new to the platform and allow you to get a boost in reach just by using them regularly.

3) Too Glossy
The third most common mistake I see with Instagram content strategies is an overuse of stock photos and graphics that are over-worked. By over-worked I mean too corporate-looking or slick.

There is a trend toward the more organic and authentic in the social media space in general. Meaning, we don’t want to be sold to and treated like just another number on a sales list.

So, while it is still important to build an Instagram feed that is aesthetically coherent and cohesive, don’t overdo it on the stock imagery and graphics. Focus on building your look and voice on the platform in an authentic, and sometimes imperfect way. Your audience will connect with your imperfections and trust you more because of them.

Many larger corporations spend a lot of time and resources, figuring out how to “look authentic” to their audiences. In a sense, how to fake small business authenticity while still operating as a mega-global corporation. This alone illustrates the power of personal connection with your audience.

For entrepreneurs, the ability to “be real” is inherent in who we are. Embrace your imperfections and don’t be afraid to add a little grit to your content strategy!

Entrepreneurs: How to Not Get ‘Owned’ by Social Media by @thedriftingdesk

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by Lisa Jordie

We all know unplugging from social media every so often is important for our sanity, but what happens if using social media is part of your job? Social media marketing was all fun and games until the platforms started being villainized. And, in some ways, rightfully so.

Many sociologists, academics and scientists are quick to point out the need to ‘unplug’ from social media to reconnect with humans, free up your time and stop contributing to the seemingly insidious nature of these tools.

Sure, unplugging may mean you miss a cute Snap of your adorable nephew wearing virtual bunny ears, but what if your job requires using social media? There’s no way to simply delete your accounts for many entrepreneurs who utilize the platforms to:

  • Find and connect with clients
  • Promote and market their brand via ads
  • Answer questions from customers
  • Countless other opportunities

In his book, Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked, author Adam Atler says of social media platforms,

“They’re distracting because they remind us of the world beyond the immediate conversation…”

So, say you agree that you’d like to spend less time on your phone and on social media, but you are still an entrepreneur who needs to use these tools for your business. Here are some sure-fire ways to not get owned by social media:

Disable App Notifications

Do you really need to get a notification that your old boss loved a picture you posted last year? Or that that dude you met once at a baseball game just checked into an airport in Missouri?

These are all notifications you can look at once you open these apps on your own time.

Since we already know these social media platforms are psychologically and strategically designed to keep reminding us that they exist, disabling app notifications goes a long way!

Remove Apps From Your Phone

If the temptation to use social media apps is still too great even without constant and real-time notifications, consider removing the apps all together.

Although you can access the apps on your computer for business-related tasks, some platforms just don’t function the same on desktops. Trying installing the apps on a tablet and using this instead of your phone.

Using a tablet for social media apps is also a great way to be able to separate business and personal accounts as well. Say goodbye to constantly logging in and out of separate accounts!

Create Separate Accounts

This. Is. Pivotal.

Switching gears quickly is part of the game if you are an entrepreneur, but it can be mentally straining to go from responding to a message with pictures the bounty of sweet Aunt Sandra’s vegetable garden to responding to message from a confused client who needs clarification on one of your business processes.

This may mean making a quirky name for your personal account and your ‘real’ name for your business account. So be it. Separating your personal and business social media accounts will also make it easier to stay organized with your business.

Set a Schedule

Instead of being available on social media all of the time, set a schedule with specific times during the day when you check in to and publish on these apps. Using a Social Media Manager tool is incredibly helpful to auto-schedule posts as well (and is a huge productivity booster).

Live

Get out and live your life:

  • Take a painting class.
  • Hike with your dog.
  • Knit a boho-style macrame plant hanger.
  • Whatever. Just live.

Most importantly, give yourself time away not just from social media, but from your job.
This is why you’ve worked so hard. To live a fulfilling life. So go enjoy it..away from electronic devices..even if it’s in small doses.

How do you set boundaries with social media as an entrepreneur?

 

———————————————————————————-

Lisa Jordie has been a blogger and freelance writer for hire since 2014 when she ditched her cubicle for a more flexible lifestyle. She offers work from home, blogging and freelancing tips at TheDriftingDesk.com.

6 Science-Backed Activities For Leaders To Become More Zen In Life by @AngeKYoumatter

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by Angela Kambouris | Featured Contributor

Whether it’s mothers trying to separate teens from their screens to the busy executive going from conference calls to meditation, the evolution of technology impacts all facets of life. The digital world is permeating the fabric of life and its time to redefine the future of living.

As of December 2018, there are over 2.32 billion monthly active users worldwide on Facebook. There were 1.15 billion mobile daily active users. The average time spent per Facebook visit is 20 minutes and every 60 seconds, 510,000 comments are posted.

The average American spends 24 hours a week online. E-marketer trends forecasted that US adults would spend an average of 3 hours, 35 minutes per day on mobile devices in 2018 and by 2019 mobile will surpass TV as the medium attracting the most minutes in the US.

Smartphones and apps have changed the way we work, communicate and play. Technology is a double-edged sword. It brings people together, makes it easier for people to collaborate however the negative impact can be soul-destroying. People’s physical health is being compromised due to poor eating habits, working more late hours, exercising less through to posture issues, headaches, and the quality and quantity of sleep and emotional wellbeing being impacted.

It’s time to take back your overrun attention and life. Let’s dive into 6 actionable activities that support you to get your focus back, live more consciously and build a more mindful life.

Work Smart Rule

The Pareto principle, 80/20 rule is well known for 20% of your work is going to account for 80% of your results. If you apply this universal truth to business and life, you invest 20% of the time on the tasks that yield 80% of the results. Leveraging the principle involves in asking quality questions to decipher what you are investing your time in:

  • What have l done that has moved me closer to my vision?
  • What have l invested my time in that has had a negative or no impact on moving me towards my vision?
  • What would be the steps that l would need to take to move one step closer to my vision?
  • What would be the first thing l would implement to bring me closer?

By being specific, you will determine the very step you need to execute daily to become the most productive version of you. By organizing your daily tasks, you prioritize the key bite-sized chunks, you focus on the tasks with the highest payoffs and you tackle your top 20% of tasks first.  When you execute those tasks, your brain release dopamine, the feel-good hormone. By cultivating small achievements, you propel yourself to greater success.

Zen Time

The practice of mindfulness and meditation has been around for thousands of years. In more recent times, the business world has embraced these practices because research supports how these practices can change the wiring and makeup of your brain. Companies such as Google, Salesforce,  and Toyota have understood the personal benefits of mindfulness to support business objectives.

Training the mind to focus is becoming more critical than ever as your attention is being pulled in 1000 different directions at once. Learning the basics of mindfulness and meditation through courses, books, apps, and YouTube videos is readily available. Commitment to a daily practice, starting with dedicated time in your day to learning to be present. This can be a sitting meditation using an app such as Headspace or practice being in the moment when going for a walk.

The Art of Now

Being in the moment can be a reminder for you to be more mindful of wherever you happen to be. When emotions, thoughts or desires arise, you notice them, be kind to them and allow them to be just as they are. When you embrace the moment with an open mind, you merely observe without judgment. By being in the moment, research supports that by fine-tuning your ability to be present, you decrease your stress responses and increase your positive emotions. When you make room for the full range of your human experience, you will live with more inner peace.

Self-inquiry

Another way is to focus on the inner orchestra of your body by scanning from head to toe. Notice which part of the body you connect with and notice what you feel. Another way is to focus on one part of your body and notice the physical sensations you can feel. When you focus on bodily sensation you release tension that perhaps you were not aware of before. When you bring attention to areas of discomfort within the body you decrease symptoms of stress and improve psychological well-being.

Purposeful Action

Multi-tasking is a mere illusion and addictive. Your brain convinces you that it loves to multitask when in fact training your mind to focus on one thing at a time allows you to produce more meaningful results. When you commit to your actions being purposeful and deliberate, you slow everything down. You shut down your mental autopilot to allow the logical part of your brain steps into the driver’s seat.

Act of Nature

In our modern work, distraction is running rife. Being able to disconnect and go into nature, whether it be a walk, hike or just sitting, you re-sensitize yourself to the life and beauty around you.  Environmental Health and Preventative Medicine published a study that found participants that walked in a forest had lower blood pressure and levels of cortisol (referred to as the stress hormone) afterward than those who strolled through a city environment.

Shinrin-Yoku or “forest bathing” was developed in Japan during the 1980’s, designed to combat stress from overwork. Today, it has become a cornerstone of preventive health care and healing in Japanese medicine. By simply being in nature, connecting through your senses of sight, hearing, tastes, smell and touch. By opening your senses, it bridges the gap between you and nature.

Your repeated experiences will shape your thinking and the way you live your life. What your practice, grows stronger.

How to persuade people like a boss by @mominbusiness_

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Vanessa Cast

3 principles of persuasion that will help you get the most out of your business

Think about it, you create a product that you know it can help many people.

But you are helping nobody because you don’t know how to persuade them to say yes.

When you have an offline or online business, being able to convince people that what you are offering provides real value is a priceless skill.

You can have the best product or service.

But if you failed to persuade people to say yes and move forward, you’re going nowhere.

What can you do?

Rober Cialdini is the master of persuasion and the author of Influence – The Psychology of Persuasion

He identified 6 universal shortcuts that guide our decision-making.

Here you have 3 of them, you can read about the other 3 in this blog post!

You just need to address these 3 principles in an ethical manner and people will be scientifically proven more inclined to say yes to your requests.

1 Reciprocity

When we do something for others, it creates a sense of obligation from them when asked for something in return.

Remember the Law of Reciprocity when you’re working on your digital marketing strategies.

You need to give your visitors the information up-front, be helpful and transparent, and offer them something of value.

Amazon is a great example.

Kindle customers can choose to download a free sample of an ebook, which is the first 10% of the book.

The free samples never expire, so you can keep them for as long as you like until you decide to buy the full ebook.

2 Scarcity

People want more of those things there are less of.

When British Airways announced in 2003 that they would no longer be operating the twice-daily London-New York Concorde flight because it had become uneconomical to run.

Sales took off the very next day.

It becomes a scarce resource.

You need to point out what is unique about your proposition and what they stand to lose if they fail to consider your proposal.

3 Authority

People follow the lead of credible knowledgeable experts.

You can hardly go around telling potential customers how brilliant you are, but you can certainly arrange for someone to do it for you.

Go and find the authorities in your niche, provide value to then so you can get their attention and make you worthy of mention.

Next steps

Test your business, website and social media strategy against these 3 principles (remember there are 6 principles in total), if you lack one of them, find a way to adapt your marketing strategies to cover it.

 

I wish you happiness, love and the courage to live your life according to your priorities ♥

Vanessa Cast

 

4 Keys To Better Social Media Engagement by @XLConsultingGro

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by Elaine Slatter | Featured Contributor

Would you like to get more social media engagement?  Of course, you would, and so do millions of businesses.  The social media space is getting more and more crowded every day.  We can’t be all things to all people because that just doesn’t work for engagement.   So, what are the four key tips to help you with social media engagement?

Community

Your community will help with your social media engagement if they become loyal followers of you and your company’s brand.  Take your time to develop your own community.  How do you do this?  Map out your ‘why’.  The reason your company does what it does.

For example, Toms is not just a shoe company, it is a movement.

Its mantra: “With every TOMS purchase, you stand with us on issues that matter.”  That’s ‘why’ they are in business.

People who purchase Toms shoes care as much about issues that matter as they do about buying shoes.  They can buy shoes from anywhere but no other company is committed to helping others like Toms.  Toms supporters are a very committed community of buyers.

Our XL Consulting community, under the Fabulous Fempreneurship brand is made up of women entrepreneurs who want to help develop the women leaders of tomorrow in the business community.  It’s ‘why’ we are in business. Who is your community?

Curating

Once you have found your community, the next step is to curate content.  Finding content is much easier when you know who you want to engage with.  Not all the content you develop has to be your own.  Find other thought leaders who share the same community as you and follow them on Facebook, Instagram, Twitter, YouTube, and LinkedIn.

The next step is to engage with these thought leaders and curate their best content and share with your community on a consistent basis.  This is the “give” aspect of social media. By promoting  their curated content these thought leaders will engage with you and share YOUR content.

Content

While you are curating content from influencers in your market space, don’t forget to create your own content!

This is pretty easy to do once you are following leaders in your industry.  You can take a topic that your community wants to hear about and spin it many different ways on multiple platforms.  Just don’t be lazy! It may seem easy to connect your platforms together ie Facebook/Instagram, but that is just duplicating content and the audiences on different platforms do not always share the same interests.

For example, the audience demographic on Facebook is not the same as Instagram.  The younger community who hang out on Instagram definitely do not have a Facebook profile.  They have no interest at all in Facebook.  If you have a teen to early 20’s community, they are more likely to have a Twitter account than a Facebook profile.

If your community is B2B or leaders in the business community, then producing content to post on LinkedIn is important.  Content for this platform is not the same as the material you necessarily post on Facebook, Instagram or Twitter.  It is a Business platform so leave out the very personal stuff, it doesn’t fit this platform.

How do you produce your own content for a variety of platforms without sucking up all your valuable time?  One of the best ways is to create a content calendar for the month for each platform.  This could be in the form of 4 blog posts that can be geared to twitter and facebook audiences, plus 3 videos for IGTV, & 4 videos on YouTube.  Add in a couple of podcasts to share on LinkedIn and you have a variety of material that can produce a month’s worth of content.  And, let’s not forget photos.    Video and photo content can be produced easily on your smartphone because your community will enjoy the personal side of your content as much as the professionally edited content you produce.  It will be more real for your community and show your brand personality.

You can show the raw side of ‘you’ by hosting Facebook lives, or Instagram lives. There are a variety of ways to engage your community.

If you aren’t sure what kind of content to develop, search platforms such as Buzz Sumo or Quora or Google keywords.  These sites will give you ideas of what a community like yours is interested in learning about and the trending topics.   If you have a Facebook group you can poll the group to find out what they need help with the most.

Once you have developed your content you can schedule it to disperse, rinse and repeat many times over with a scheduling tool.  My favorite is PromoRepublic, a cross between Canva and Hootesuite. I can use their content suggestions, alter it, select one of the graphics and schedule across multiple platforms all at the same time.

You can always update historic content by adding more relevant news, videos, quotes, and photos to make it new again.  If you devote one hour a month to updating existing content, you have created brand new content in a matter of minutes that will help boost your Google ranking.

Connecting

Once you have posted your content on a regular basis, don’t forget the most important part which is connecting.  Respond to your community by engaging with their content, answering their comments and taking note of what your community is adding or responding to. This is the listening part of social media engagement.  The comments and concerns of your community will help you with increased engagement

Don’t forget to SHARE posts from your community of followers on Facebook, LinkedIn, Twitter and Instagram.  This will show you care and at the same time increase your followers.

Social media engagement is your online marketing strategy, which combined with in person, traditional marketing, will boost your brand awareness and lay the foundation for selling products.

How To be More Human on LinkedIn by @annamcafee

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Photo by rawpixel on Unsplash

by Anna McAfee | Featured Contributor

You read that right, LinkedIn is growing in both users and massive engagement numbers in engagement.  Its community content is creating an online platform with a more human approach.  The once “forgotten” social media platform is gaining attention among millenials, business owners, and leaders who are online not for recruitment but to grow professionally.  A recent announcement confirmed the release of Live Video this year, which will add to the “human touch” created by native video 18 months ago.  Here are 5 steps to take to get more out of LinkedIn.  

Your LinkedIn profile is not your resume, and its not just for recruitment

LinkedIn has long-held a reputation as a recruitment-focussed platform, and its the reason many of its 610 million users join.  Whilst LinkedIn is still a place for recruiters and job seekers, it is fast becoming THE marketplace for B2B and a great place to build your personal brand. 

Its important to have the right focus on LinkedIn your profile.  If its to grow your business, network with potential customers, or build your online reputation, its important to ensure your profile is buyer focussed, and not the standard resume template you set up when you first created your account.  It should not focus on the job you were once looking for, but focus on attracting a new connection or lead.  A great LinkedIn profile should clearly explain WHAT you help WHO with, your background, your WHY, your values, your key drivers and what unique value you can add.  It should a representation of who you are, not just what you do and represent your personal brand.  It should be visually appealing with a engaging profile image, background image and rich media, such as image and video.

Expand your connection base to further reach new customers

LinkedIn can open many doors when used effectively and with the right mindset.  Its fair to say that there are many potential customers and collaborators out there that you don’t yet know.  LinkedIn is one large virtual networking room with opportunities to meet new collaborators, mentors, clients and service providers.  In order to gain real opportunities you must be open to new connections, but still remain focussed.  For example, if its unlikely that you’re going to do business outside of a specific region then keep your network focussed on people in that area but broaden it to include new connections you have not yet met in person. 

Its important to always approach new connections with a personalised connection request, or a friendly note when you accept theirs.  Never sell in the first instance when connecting.  Build relationships first and get to know your potential buyer and understand their needs.  Be more human in the connections you build.

Photo by Adam Solomon on Unsplash

All you need is 15 minutes a day to get started

15 minutes a day is all it takes to start building engagement and find new customers online. 

We are all busy and spend an increasing amount of time online but LinkedIn needn’t eat into your day.  Engaging for just 15 minutes a day will boost your industry knowledge, help you understand your competitors better, and you’ll meet and build relationships with more connections to help you in your career and life.

Spend 5 minutes in the newsfeed reading content, engaging with content and reach out to people to expand your network.  Engagement means commenting as well as liking, comments help boost the algorithm and build better relationships.  You can add a lot of value to other posts and your own network through intentional comments.  Spend another 5 minutes sending, checking and responding to received connection requests and messages.  Spend the remaining 5 minutes checking your notifications, with updates on recent posts and flags for anyone who has started a new job, has a work anniversary or birthday.  Reach out to these people to engage with them. 

Produce engaging content and participate in hashtag campaigns to expand your reach

Your LinkedIn content should be focussed on engagement as its comments that are most favoured by the algorithm.  Ask questions in your content, raise a different opinion on a topic, and be empathetic to your clients problems and viewpoints.  In all of the forms of content, both posts and pulse articles, storytelling is significantly engaging users.  Telling stories will deepen your audiences’ understanding of what you do, and why.  Video is king right now and live video will only enhance this.

The hashtag campaigns by both LinkedIn and its users have encouraged support among others and sharing within the community.  Examples include #InItTogether by LinkedIn, and #letsgethonest, in which 26 million people shared their failures, weaknesses, and losses via content, on the basis that what we share as humans aren’t perfections, but universal flaws.   Participating in hashtag campaigns will widen your reach, help give you some engaging content ideas, and deepen your relationships.  What works on other social media platforms is necessarily what will work on LinkedIn, so its always good to experiment, and spend some time ‘listening’ to others in the newsfeed and see what else is engaging other users on the platform.

You don’t need to pay for LinkedIn,  a lot can be achieved with a free account

LinkedIn offers some incredible premium products such as Sales Navigator with a bespoke newsfeed, and access to LinkedIn Learning.  Paying for LinkedIn though isn’t necessary to building trust and an engaged following online.  Share text-only posts, native video, combined image/text posts, and upload document to posts for greater engagement.   External links are ok but won’t be favoured by the algorithm so stick to original engaging content for the best reach. 

Traditional Company pages went through a re-brand in 2018 to LinkedIn Pages. 2019 will see more features coming to these pages that will focus on small to medium sized businesses.  Additionally live video will enhance pages and we will see the release of a LinkedIn Events area.  Add buttons for your website or sign up pages, and create showcase pages under the main company page to showcase events, products or areas of your business, and build a following for these specific areas for greater engagement. 

Social Media Trends to Watch For in 2019 by @donnaamos

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Social Media Trends

by Donna Amos | Featured Contributor 

Social media is here to stay in a big way. One of the best ways for businesses to connect with a target audience is to maintain an active presence on social media channels. The era of, “My business is open, come and see me” is long over. Now, savvy business owners know they must go where consumers are and establish a relationship. Social media is THE place to do that, easily and relatively cheaply.

Therefore, as you embark on planning your social media marketing strategy for 2019, get on board with these important trends. They either gained popularity or became firmly established during 2018, and will play a vital role in how you connect with your audience in the coming year.

A “Pay to Play” Strategy

In the early days, companies could fully expect that 16% of their followerswould see their Facebook updates. By the end of 2018, that reach had plummeted to about 6% or less. Other social media platforms have followed suit. The day or organic reach has ended. Social media platforms will not give away what they can reap a huge benefit from – your followers. Now, you must pay to play.

Now, in order to reach your target audience on any social media channel, you must invest in sponsored posts, boosted posts, and social media ads. Fortunately, social media advertising is one of the most affordable means of marketing available. If you handle your own keyword research and audience targeting, Social media marketing is much more affordable than pay-per-click advertising.

Video is the Preferred Media of Most Users

Now is the time to get on board with video marketing, if you haven’t already. According to research by Wyzowl, “97% of marketers say that video has helped increase user understanding of their product or service, and 76% indicated that it has helped increase web traffic and sales.”

That is easy to accept when we also realize that 95% of Internet users have watched explainer videos to learn more about a product or service, and 81% have bought a product or service as a result of watching a company’s advertising video. No other form of media can boast these high use and conversion percentages.

Video is the absolute best way for a company to put a face to their business. It enables prospects and customers to get to know who leads and works in a business. Video gives businesses an opportunity to show not only what they do but also “who” they are. In our current climate where users seek a personal connection, this is a critical factor.

The Rise of ‘Live’ Video

Live-streaming will continue to emerge as a powerful way to engage people on social media. According to statistics compiled by Go-Globe, two-thirds of all internet traffic in 2017 was streaming video. By 2020, 82% of internet traffic is expected to be video content. And most of that will be live streaming. The interactivity of live video makes it a powerful tool for marketers to engage with their audience and strengthen the relationship between a brand and its followers.

The authenticity of ‘going live’ is a key factor that audiences want, as it helps build trust and loyalty with your company. Even if problems arise when you are ‘live,’ followers are likely to understand that and it may even further strengthen their trust in your company, as only authentic content leaves room for genuine mistakes.

Quality Long-Form Content

Word count isn’t everything when it comes to ranking high on search engines like Google, but SEO experts agree that long-form content can give you an edge. Users and search engines alike want to see high-quality content of more than 1,000 words, and we see that such content consistently outranks articles with 500 words.

Therefore, more publishers are requiring writers to submit articles over 1,000 or 1,200 words, and more company blogs are beginning to embrace similar long-form content. These comprehensive articles that are rich with information and insight, will go far to both attract readers and give Google and other search engines a reason to rank them more favorably.

Building Community

Building a community in social can help you to build trust with your followers. Groups on LinkedIn and Facebook are being encouraged on both platforms. And once you begin building that following you have to immerse yourself and be engaged.

Using hashtags in Twitter and Instagram can help you to find conversations that your community are having and allow you to join in.

Communities can also help to segment your audiences and customize your messaging. By the way, building community is the perfect way to build your personal brand and can be the beginning of influencer marketing!

Personal Branding

Particularly for small businesses, putting a real, human face to a brand name helps to build loyalty. A brand that’s more relatable, and has the human element, naturally garners more trust, and trust is essential for building relationships. Many companies have used the tactic of promoting their brand by promoting the business owner.

His or her face essentially becomes the brand, closely associated with the company logo. He or she personifies all that the company is about, or at least what they wish to portray. By enabling your audiences to get to know the character and expertise of company leadership, your business can strengthen its brand reputation.

What other important social media trends do you see emerging for 2019? Share your thoughts and insights with our readers in the comments below.

How the LinkedIn Algorithm Works by @donnaamos

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linkedin algorithm

by Donna Amos | Featured Contributor 

When you visit LinkedIn or the LinkedIn app, you see your homepage feed. This page acts very much like the Facebook feed, where you see updates from your friends or Pages you follow. However, your LinkedIn feed does not show every post from your entire network. It only shows content that LinkedIn judges to be relevant to you. You can, of course, use the setting at the top right of the page to see posts based on recent activity instead of relevance. 

That’s because LinkedIn has implemented a process for content distribution across its network that utilizes four filters, in order to reduce spam and/or inappropriate content. If you include LinkedIn in your content marketing strategy, you need to understand how the LinkedIn algorithm filters your posts and chooses whether to show them or not. 

Filter #1 Quality Level

Every time you post any type of content, the LinkedIn algorithm judges it to be spam, low quality, or quality. In a blog post describing the strategies used to keep the newsfeed relevant, Director of Engineering, Rushi Bhatt explained: “Our online and nearline classifiers label every image, text, or long form post as “spam,” “low-quality,” or “clear” in near real time.

Filter #2: Level of Engagement 

If your content passed the initial round, it appears in the LinkedIn feed temporarily. This is when the LinkedIn algorithm watches and measures the amount and types of audience engagement your post earns. If your post is gaining likes, comments, and shares, you will likely pass this stage. However, there is no definitive number of likes, shares, or comments that determine a pass or fail. 

Filter #3: Your (and your Content’s) Credibility 

At this third filter, the LinkedIn algorithm will look beyond the content of your post and more at who you are to determine if your post should keep showing up in user feeds. According to Hootsuite, “This stage is also when the algorithm decides whether to ‘demote’ your content, sending it backwards in the queue for another chance at winning credibility. 

If your post looks ‘suspicious,’ but the algorithm doesn’t want to make a definitive call on it (giving you the benefit of the doubt), it will remain in the feed but not show very highly or very frequently.” Basically, LinkedIn looks at you and your network to determine whether or not this is a spam post and whether your network will find it valuable. 

Filter #4: Human Editors

It is at this point that human LinkedIn editors take a first look at your content. Up until now, only a small batch of people have been allowed to see and interact with your post. Most of the other determinations are made by LinkedIn algorithm bots that are preprogrammed to search for unpublicized factors. 

At this point, editors review your post to determine whether it should keep showing, if it should be included in a particular channel, or whether they can derive any takeaways from it for future algorithm tweaks and product development. As long as it keeps getting engagement, your post stays in the mix, continuing its algorithmic journey through the feed.

Here is a great infographic that details how the LinkedIn algorithm works. 

How to Optimize Your Posts for LinkedIn 

Follow these three tips to optimize your posts around the LinkedIn algorithm. 

  1. Create Great Content– Vary between text, images, videos, tips, opinions, quotes, and simple sharing links to other great content. Be sure all your content is optimized for mobile users, since about 60% of LinkedIn users access the platform on their phones.  
  2. Leverage the LinkedIn Bias– Since LinkedIn is a more professional-leaning social network, you should focus your posts around topics that LinkedIn admits a bias toward: 
    1. Career Helps
    1. Industry Relevance 
    1. Credible and Trustworthy Sources 
  3. Grow Your Network– A large network of followers spells credibility on LinkedIn, so use these tips to expand your network in 2019: 
  4. Ask all your employees to follow your company and set it as their workplace on their profiles.
  5. Follow influential people in your industry who are prominent on LinkedIn.
  6. Join and participate in relevant groups, sharing your content when appropriate.
  7. Comment on content relevant to your industry.
  8. Set up links to your LinkedIn page on your company website and careers page to encourage more relevant follows.
  9. Mention people when you post something and they’ll like or share if you’ve named them in your post. 

What are some other suggestions you have for optimizing your content to take full advantage of the LinkedIn algorithm and get your posts viewed? We’d love to hear your suggestions or ideas in the comments below.