A big ‘thank you’ to Lynn Gregorski, President & Founder of Rapunzel Creative, for weighing in with her insights and knowledge about digital marketing. If you would like to work with her, please register for a 30-minute free consult on her website
Joya: What is the top trend in social media marketing right now?
Lynn: All social platforms usage is up except for podcasts. Use of video, live streaming, Facebook live
Joya: What is the best way to create a personal brand presence so people can get to know who you are?
Lynn: Not a top trend — but I recommend really knowing your audience and what they need. Being off-message or insensitive can be a painful mistake right now.
Joya: What are other things we need to know in this climate?
Lynn: Find virtual ways to do business particularly if your business wasn’t online in the past — making use of Zoom, offering videos, offering video consults and advertising online
Also, know that digital ads are cheaper than ever — CPM (Cost per thousand) and CPC are down — Google rolling out discounts to previous advertisers. Take advantage of that.
Book suggestion: “Fanocracy.” It’s a great read on building a fan base for all types of industries. This would be very appropriate for the dealership and designer, but also works for everyone.
Joya: What tools are you loving right now for planning content?
Lynn: We have always used a Google docs spreadsheet that we can share with clients. For non-shared plans, we use our project management system, Asana.
For scheduling, we use Buffer or Later. Facebook Creator Studio allows scheduling for Facebook and Instagram posts.
Every content plan works off a strategy which should be planned 3–6 months in advance.
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MORE TIPS ON CONTENT CREATION
When thinking about content creation, outline a series of topics.
Think about your end goal. Craft your messaging around that. If you are a wedding planner, this is still a good time to plan. Think about what a bride’s painpoint is.
Think about: Who is your audience? What problem are you solving?
Think about: 5 types of posts you would put up. I’ve attached a sheet from our speaker next week on the 6 kinds of posts you can create
You can theme different months and run campaigns that way
Think about multichannel marketing. Combine a newsletter, with direct mailers, with something else.
Use Feedly to get articles curated to your vertical to get ideas.
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WHAT YOU DON’T MEASURE, DOESN’T GROW
Flip your Instagram account to a ‘business account’ and check ‘daily analytics’ to see what posts are getting the most engagement and at what time of day.
For example, stay at home moms may most likely check social media at 9 or 10am after kids are dropped off to school. However, folks who are commuting to work are more likely checking social media at 7 or 8am. Check for analytics in the ‘settings’ button
THE FUTURE OF DIGITAL MARKETING
Is video. Videos get 60–70% more views
Youtube is the new TV network
Use Adobe Spark, Adobe Video for editing video
Use TikTok to drive traffic to existing social media channels.
Remember — - consistency is key.
Always be thinking about what you can offer that someone wants to share.
Check Twitter to see what is trending
Add the Google chrome extension ‘Keyword surfer’ to get automatic data about what phrases people are currently searching for
TIPS FOR LINKEDIN,
Change your background photo. Lynn’s article today
Don’t be stuffy, be human
Recognize your staff
NEWSLETTER CREATION TOOLS
Constant Contact
Sharpspring
Salesforce
Madmimi
Campaign Monitor
