Instagram Marketing

Instagram vs. Pinterest Marketing: 7 Big Differences Between Them

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When I am coaching people on how to use Pinterest the first hurdle that we have to get over is that writing for Pinterest is completely different than writing for Instagram.

On Instagram, your followers are brand loyal. They are following and interacting with you on this platform because they enjoy your brand and reading what your brand stands for and offers.  On Instagram, you need to not only have photos that are on brand but you also need to write your content on brand. On this platform, keep in mind that you are also dealing with a seven-second attention span. Your photo needs to be scroll stopping AND your caption needs to be witty and captivating.

In coaching sessions when we are creating pins, clients want to write the pin description as if they are writing an Instagram caption. Writing an Instagram type caption on Pinterest is not going to help you get found on Pinterest, and here’s why.

People searching on Pinterest are not brand loyal. Read that again. People searching on Pinterest are not brand loyal, meaning most pinners do not give a shhhh about your brand. These people are searching to achieve a predetermined outcome in their mind.  

Here’s an example: A pinner types into the Pinterest search bar “San Francisco Industrial Wedding Venue”  what this person wants to achieve is finding examples of all of the Industrial wedding venues in San Francisco that are on Pinterest. When they find a photo that they are imaging as their dream wedding location they will click on the pin and be taken “fingers crossed” to the website of that venue or at least a photographers site that has tagged the venue in their blog post.

The reason that this searchers results came up with so many Industrial wedding venues in San Francisco is that the pin description was littered with these terms.  See Pinterest is a search engine, their algorithm could care less how witty and popular your caption is. Pinterest’s main job is that it wants to show it’s users the most relevant items related to the words that they typed into the search bar.  The results that show up in your search are directly related to the keywords in the description of the pins that are being shown to you.

I heard a saying once that said, “My eyebrows are sisters, not twins.” Not only is that true for your eyebrows but it’s true about the digital marketing platforms of Pinterest and Instagram.

Let’s get into the 7 “sister” qualities on both platforms:

  1. On both platforms, you need to have a well lit and captivating scroll stopping photo.

  2. On both platforms, the images should be branded, meaning they look like they belong to the same family because chances are if someone is very interested in all the things that you have to say, you want to be recognized on both platforms.

  3. Instagram photos with words tend to perform as well as photos without. Whereas, Pinterest photos with words perform exponentially better than photos without words.

  4. Instagram: Hashtags matter on how you are getting found.

  5. Pinterest: Hashtags do not matter on getting found, it’s all about the search terms baby.

  6. Instagram: Witty or emotionally heartfelt captions perform best.

  7. Pinterest: It’s all about the SEO, save your emotional words for Instagram.

In conclusion, the moral of the story here is that to be successful on both platforms you need to flip your brain when you are writing for one over the other.  Both of these platforms should be a part of your digital arsenal but how you use them and obtain leads through them are completely different.


Why Your Business Needs a Digital Marketing Strategy


This week the lovely Jamie Teasdale of Propel Business Works  is sharing why having a digital marketing strategy is extremely important to really reach your target market and put more money in your bank account. Jamie’s expertise is creating digital marketing strategies and plans for businesses. This post has some seriously great information! Be sure to follow Jamie on social media using the links at the bottom of the post!

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Social media and blogs aren’t just for personal connection any more. Online communication is where the masses are. It’s where people are spending their time. That’s why your business needs a digital marketing strategy. According to the 2015 census 78% of U.S. households have a desktop or laptop computer, and over 74% have a mobile device. That’s an incredible statistic and it makes sense knowing how quickly we have adopted online communities as our new normal place to connect, interact, and find services and products we need.


It also means your audience, your clientele, your target market is there. Whether they are searching for an answer, clicking through ads that caught their attention, visiting an application to catch-up on relationships, shopping for something, leaving a review, or a plethora of other reasons, I guarantee your customer is online. It might be via a mobile, tablet or desktop device, but they ARE congregating with the masses – and they’re coming in hourly droves, sometimes even more frequently.

So, marketing to them where they are makes sense, right? That’s where digital marketing comes in. Digital marketing is different from physical marketing like print materials, signs, brochures, handouts, flyers and other pieces of collateral you have designed and printed. Digital marketing is virtual. It is marketing via communication to your target customer digitally where they are showing up online.

Having A Strategy Is Vital

Marketing in general can’t be done with a half-baked strategy or it will fall short or even fail completely. Spending money and time on marketing materials or support without first knowing who you’re talking to, what they need to hear, how often they should hear it, and how it should be presented is just a waste of valuable resources. (Tweet This)

Do you realize there are different demographics on different online sites? The people who show up on Facebook aren’t necessarily on Twitter or Snapchat. There is a specific and substantial reason for certain businesses to have a presence on Pinterest or on Instagram. Is your business one of them?


What A Strategy Should Include

A solid, researched, and customized-to-your-business digital marketing plan will tell you who you should be targeting and where you should be showing up in order to reach them. 

It will map out the types of emails you should be sending and how often, not to mention what posts you should be sharing, whether on your blog or on a social platform or directory. 

A unique plan will outline the best frequencies for communicating and will lay out your company’s style of communication so you and your team have a reference point every time something is sent out across the wifi waves.

Your plan should be easy to trust and should get your marketing ball rolling in the right direction so you begin increasing awareness, fans, and sales. But be sure to keep your eye on analytics, too. Monitoring what is working and what isn’t will propel your communication to improve.

Where To Start

I always tell clients to just start. All the research and planning can be an activity you pursue during your business planning sessions, or monthly strategy meetings. It isn’t rocket science and tools are available to us nowadays that were never more accessible or affordable.

If you already know who you are and where you need to be, start with one social site. Learn it. Become consistent on it. If you can blog, even once a month, that activity will fuel your social communication and get your creative juices flowing. How to layer on one marketing approach after another will depend on your business and industry, but don’t feel like you need to jump on all platforms or tackle all of the communication opportunities available to you all at once.

When you find yourself too busy with orders or doing the thing you do that you can’t handle all the planning and management that goes along with a digital marketing strategy, we’re here, ready, and eager to help. After all, this is OUR juice. It’s what we love to do and we happen to do it well!

Cheers to a strategic future ahead!

Jamie Teasdale

Propel Businessworks


Jamie’s professional experiences have instilled exceptional customer service and high standards into everything she does. A music and art enthusiast and animal lover, she has been a marketing junkie since before she can remember. For 10 years her passion for developing and energizing the visions of small business owners was ignited and she hasn’t looked back since.

Jamie’s professional experiences have instilled exceptional customer service and high standards into everything she does. A music and art enthusiast and animal lover, she has been a marketing junkie since before she can remember. For 10 years her passion for developing and energizing the visions of small business owners was ignited and she hasn’t looked back since.

What The Actual Eff Is A Target Market And How Do You Find Yours?

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When I have a virtual or in-person consultation about someone’s digital marketing needs, one of the first questions that I ask that potential client is, “Who is your target?”

A lot of the times the answer is, “ Well everyone and anyone that would want this yadda yadda product. “

Doh!

The internet is a big place Y'all and I’m sorry but not everyone and anyone is your target. Those are just the cold hard facts.

I know what you’re thinking right now, “Well Jade, what the actual eff is a Target Market and how do I figure out who my market actually is?”

The dictionary definition of Target Market is as follows "A particular group of consumers at which a product or service is aimed."

What a generic and simple thing right? It must just involve figuring out some simple demographics about the people I want to consume this product or use this service.

A target market is so much more than some simple demographics of 22-36-year-olds, dual income, no kids, in the city where you’re located. You need to actually figure out, what these people like to do, where are they hanging out, do they read or listen to podcasts, what makes them tick? Answering each of these questions plus a few more will help you create actual depth to the group of people you are trying to reach.

Once you’ve identified this group of people you can begin to talk to them through your posting and engaging by using the language they are actually using. You can begin paying attention to the trends that they are following and portray your content in a way that appeals to them and causes them to stop their scroll and read what you are actually talking about under your photo. Taking the time to research how your target moves, thinks and speaks through the world is going to help you sell more and sell it faster.

Identifying your target will also help when you are ready to outsource to someone like me by being able to tell me who we are talking too because I don’t want to cost you more money by talking to the people that we aren’t even targeting.

My homegirl Courtney of Creative Homeroom is a Jedi master of identifying your target market. This post of hers about the difference between Target Market and Ideal Client is a very quick and insightful read. Courtney and I are teaming up and teaching a three-part series of webinars on this actual topic and how to build your digital marketing strategy to reach them. The class is launching at the end of February. Please make sure that you are subscribed to the Maven Movement emails to be the first to know about the launch date and a discount!

Unlock The Power Of The Link In Your Social Media Profile

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What would you do if you woke up one morning to a notification on your social media that your profile contained a link that is not allowed? Because well it can happen. Instagram and all of the other social media platforms can reserve the right to restrict specific content that it feels is going against their community standards.

However, I will reiterate again that, any social media platform can do whatever they want. They exist because at the end of the day the platforms are business’ too. Just like you as a user that is on social media as part of your marketing plan to get your name out there to make money.

I’m not trying to hate on linktr.ee, in fact, the premise of it is excellent. You only get one link in your social profiles, but you have multiple things going on. I totally get it. But link tree is a 3rd party service, and we already know how Instagram feels about 3rd party services.  

The link on any of your social media is prime real estate and  SHOULD list your website. Say it with me now, “the link on any of my business profiles should be my website, not http://linktr.ee/yadayadayada. “ 
You want your business to become known, and the best way to do that is to have your business’ name in as many places as possible.  Plus when you have control of YOUR link, you have the power of the branding.

I know you’re thinking, “But Jade, what should I do instead?” Well, you should create your own optimized landing page. Since my team offers Squarespace sites and not Wordpress, Wix or Weebly I only know that you can do this in Squarespace because that’s the link that is sitting on all of my personal and my website clients social media profiles.  However, with a quick Google search, I have found that is, in fact, possible to also create an optimized landing page on Wordpress.

If you have a Squarespace site already up and running but are using linktr.ee on your social profiles let a girl help you out and create an optimized landing page for you to link on your social profiles.  If you are pondering a website overhaul or update and flipping between which platform is best, I’ll say Squarespace any time. Especially if you aren’t super tech savvy.
 

How To Use Instagram Stories For Business

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As a business owner, we all know that we should be using Instagram stories more to show off the behind scenes and real life of our brands. Are you struggling with WHAT to show in your stories? HOW often should you add to your stories? And WHY your business should be using Instagram stories? In this one hour workshop, we will discuss all of this and more. Instagram Stories For Business is geared towards, e-commerce sellers, brick and mortar stores, and service providers. You will leave with a link to the digital playbook of ideas to help your business succeed instead of getting skipped over on Instagram stories. 

This is an in-person workshop in Portland, but not to worry if you don't live in Portland I have a plan for you as well. Stay tuned. 

For more information and to register click HERE.

What Is Your Instagram Neighborhood?

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The best piece of advice that I got recently was to step back and look at Instagram as an entire city but with three neighborhoods.  This resonates with me because in case you don't already know I moved to Portland via Chicago.  Chicago is a very neighborhood centered city, Wicker Park, Logan Square and Pilsen to name a favorite few. The beautiful thing about big cities is the many different neighborhoods inside of them, each with their character, their feeling, their vibe. 

If you happen to live in a big city, think for a moment about the places that you tend to spend a majority of your time.  How many different neighborhoods do you frequent? Obviously, the area that you live in but are there others that you travel to for a particular coffee shop or a one of a kind gift store that you find that unique item for someone? 

Keep this in mind as we step back to look at Instagram the same way as we are looking at a big city. There are three diverse neighborhoods within Instagram, the feed, the stories and the lives. However, the one similarity amongst all of them is that they each require a neighborly manner to thrive.  You know where you reach out and chat with a person and aren't just lurking neighborhood watching them.  

The Feed

This is obviously the epicenter of the city of the Instagram city. The feed is where the perfectly curated posts and thoughtful words live.  The space that gets the majority of the friendly neighbor to neighbor chatting.  

The Stories

Stories are north of the city center and are a welcoming community that shows a more personal and attainable side. Stories is a place to show more of what your every day looks like and who you are as a person.  The problem here is like any neighborhood place you tend to frequent if you get annoyed with the oversharing that someone is doing you turn your head and avoid contact with them.  This neighborhood is an excellent place to people watch because everyone is doing their own then but conversations are hardly ever started. 

The Live

The Neighborhood that everyone says is up and coming. Realistically this feature should have taken off like gangbusters but over a year later it's still that up and coming place. Some of the neighbors here are still just not sure what to do with it yet.   

By now you have undoubtedly figured out which two neighborhoods are your favorites. The two favorites you should be posting to frequently the other it's ok to make a weekly or monthly commute to, but you shouldn't forget about it all together.  

 

State of Instagram: Recent Updates

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There are two updates which happened on Instagram that I am excited to share with you.

1. The ability to have active hashtags in your profile. Seriously go to your phone, edit your profile and add your business specific hashtag to your profile. Having your personalized hashtag in your profile is a  way for people that are in your profile to click on your hashtag and see an entire representation of your work in just one click.

 

2. Reposting in stories. While this feature hasn't rolled out to everyone yet, it slowly will. This isn't going to be one of those 10K to play updates.  When your account gets the feature, you will be able to share new feed content directly to your stories. This will eliminate the taking a screenshot of your feed, blocking out the photo or video as a preview to get them to click over. Followers will now be able to click the story slide and be directly taken to the content in your feed.

To see if you already have this feature on your post click the paper airplane and in the “Send To” your story feed should be listed below the Facebook Story button.  Click your story name button and send. It will prompt you to a new story slide and you can write whatever information you want on the slide and press the story send to button.

State Of The Instagram Algorithm

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Extra, Extra read all about it the Instagram updates.  I'm going to break the changes down into three categories; post exposure, engagement, and hashtags.

Post Exposure
If you've been following along, you know that when you post something to Instagram, it may only be getting exposed to 10% of your audience. If your brand new post gets engagement right out of the gate, you're in luck because then the post will be released to the other 90% of your audience relatively soon. You've certainly seen posts from up to 12 hours to an entire day before showing up in your feed out of order.

Remember those comment pods that everyone was going crazy for in 2017? If you are still a part of these pods, they are not doing your account or the people that comment on your post any favors.  They are hindering you and here's why, Instagram keeps track of who is messaging your photo and when you message your own photo then you get a blow up of comments, well they know something is up.  Authentic engagement is what matters, not solicited but we'll get to that.

If you are posting like a business and thinking like a business why aren't you, in fact, a business account? Seriously, if you are in any way shape or form promoting your business but haven't moved on from a personal account, you are sabotaging yourself.  The time is now to switch over, there are so many perks, you have access to so many statistics to make sure that you are reaching your target audience. 

Engagement

Engagement is by far my favorite topic. I will never understand how accounts can post and post and post and never talk to their followers or another account.  This is a social network in 2018 it is no longer an option to post without engaging with others. In kindergarten, we all learned the golden rule of playing well with others. Let's think of your new golden rule is to engage well with others.  One of the most frequent questions I get asked is if it's ok to engage once a week? No, you should be commenting and chatting for at least 20 minutes every day with your following and other accounts that are using your hashtags.  20 minutes is vital because you want to raise your exposure and engaging with others helps this so much, 
In your 20 minutes of engaging, please do not leave comments such as, "great pic" "love this" or just a single emoji. It's a waste of time because with comments like this the algorithm will think that you are a bot.  Instead, write a complete sentence or at least four words before an emoji. 
Storying is another excellent way to bump up your engagement and pop up more in peoples feeds.  The stories that appear first in your feed are the accounts that you engage with the most.  Story more often and give people a reason to see you first. 

Hashtags
I know how you love to keep your caption aesthetically pleasing and post the hashtags in the comment.  Well, I'm sorry to say that based on my own experience the reach is better when hashtags are posted in the caption.  Include hashtags in the body of your caption if you want to be seen by more than 10% of your audience. This change has been fluid for about a year. To make this work for you instead of against you, write your epic caption, six dots than your hashtags. 

While you can use 30 hashtags in a post, don't do it every time. If you do, make sure that you are switching them up. Instead, consider three sets of ten hashtags and alternate them with filler tags relevant to your photo.

What could be seen as spam comments= shadow banning which = little to no business which = little to no money. 

New Features

There are also some awesome new features that will work in your favor.  You've seen the explore feed, the specially curated collection of posts based off of your interests and the people you follow.  Well, people that you do not follow that share interests with you will begin to show up in your feed. Yep, that's right strangers will begin popping up in your feed, which in turn means that you will be popping up others feeds. This is great because when you comment on these photos you will be exposed to a new following of people. 

At the end of last year, it was rolled out that you could begin to follow hashtags. This is one feature that totally brings me so much joy because gone are the days of typing certain hashtags into the search bar to interact with. The rumor is that your account will be favored if you follow hashtags. Start small, consider following your top five favorite hashtags. 

That's all I got for you so far, I am working on the Facebook update post because there are so many things about to change over there. 

Navigating The Instagram Algorithm

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Let's take a moment to discuss when you are posting information about an event or a sale on your social media feeds. With the current algorithm if people are not constantly interacting with your feeds they will not see your updates right away.  In fact, they might not see your updates for up to 5 days later! When you are creating that great post that says, " Today only, buy one get one free" you are hardly reaching any of your following.  Let me rephrase if you have an amazing engagement rate consistently on every post this number is obviously higher. However, if you're hovering around a 5% engagement rate and looking for a good ROI of your invested time in that post you will barely see any the day of the post.  You need to give ample notice on whatever it is you are wanting people to know, way more notice than the day of. 

I am bringing this up now because over the holiday season, I personally viewed so many posts about things that I would have wanted to take advantage of but I didn't see the original post until 3 days after it happened.  I am personally guilty of not spending my 20 minutes a day every day engaging on Maven's Instagram. Which is why I do not see stuff from people I follow right away on the day they post because I may have liked or commented on something from them a week ago. Since Instagram now filters what they think you want to see based off of what you have interacted with it's harder to stay in your followers feeds every since day right when you post. Don't believe me just check your search and scroll through all of those suggested photos. Do they look like things you've been searching in Google or on Facebook, as well as photos you've been interacting with more consistently on Instagram? 

Moving Forward

To make this transition easier for your future sales or events consider adding to your story what will be happening and snippets of what is happening in "real time" if it's an event at your business. Remember a story post is live for 24 hours but you are now able to save it to your highlight reel. Also, post about an event at least 3 days in advance on your grid, as well as on your other social platforms, and in your email blasts.  Hashtag those posts and story snippets correctly and you will begin to see a better ROI on your time and efforts promoting whatever it is you want to be promoting. 

Instagram Story Highlights

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Have you noticed that under your Instagram profile a space for your story highlights?  Instagram is copying Snapchats Memories feature and going a step further, by letting you create a permanent home to show off your best stories.  For the purposes of this post I am going to call this your "highlight reel" because it should be 3 or 4 of your best Instagram story slides. Images or videos that will help a potential customer or client really know the person behind the brand. 

If you are not using stories, I'm here to say that you really need to start.  This update reflects just how serious Instagram is about Stories. Though the company (which has gone months on end without significant app updates prior to Stories) has been spinning out new features for more than a year now, updates have barely touched profiles themselves. This is because a majority of the masses are posting well-curated images once a day. We as members were and are not posting nearly enough as Instagram wants, hence why stories came about. 

Stories highlights could help to convert more people into followers by teasing the types of stories that your brand posts. According to Instagram, 200 million people view at least one brand’s profile page on any given day, but two-thirds of those people don’t follow the brand. Now the brand can use Stories Highlights to show them more of what they’re missing. Stories highlights mean that you need to step up your stories game. I'm not talking every post needs to be perfectly filtered but the ones that you think would benefit you by living on your highlight reel need to be your A game material.

For example, if you are a brick and mortar store or a venue that people could rent out to host an event make a top-notch video tour as a story and have it live on your highlight reel.  Let people into your space show them something that you don't want to permanently live in your little squares. Another idea would be to create a story slide about an upcoming promotion or sale that you are having and allow that to live on your highlight reel.   Highlights is a place where you can really showcase more of your stuff, where you can let video live and actually tell a story in your voice about your brand.

Keep in mind as well that hashtags are searchable in stories. While you should only use one or two hashtags on a story slide make sure that they are a good one. 

If you want some personally tailored ideas on what to do with your highlight reel, holla atcha girl.