email marketing

Why Keeping Your Social Media And Digital Marketing Up To Date Is Important For Your Business Health

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One of the accounts I work with is a user-generated content account where I repost content from paying community members, as an additional way to market for them. Right now, these accounts are smack dab in the middle of their busy season. They aren’t keeping their channels updated because they are so busy running their business. Not updating is entirely understandable. You, as a business owner can not wear all the hats, run the business, write content, and post the content all while taking care of themselves, their families, and their other personal commitments. Something has to give, and most of the time, I have noticed that it’s their digital marketing that gets put on the backburner.

While this is an understandable situation, I am here to advise against this happening too often to you. There are inexpensive and even free resources to keep your accounts up to date; it just needs some planning in advance and setting aside a few hours during the week to update the scheduling applications.

In this day in age, we all as customers have become accustomed to interacting and engaging with a brand on we feel like we know them in real-life level. We think of brands as a part of us and the smaller ones we might even feel a personal connection with the owner.

The flip side to this is that it could be attracting other new people to your feeds via locations, hashtags, and search terms. If these new people visit your feed, see that you have not posted in months or longer, they may scroll right past you and choose to do business with someone who is keeping their feeds up to date and current.

Both of these situations are not ideal for your business because, in a world where our attention span is about three seconds, a society we are continually fed content from every direction existing and customers could forget that you even exist if you are not staying at their top of mind.

A few suggestions to avoid this situation from continuing to happen to you, invest in either a free or a paid social media scheduling platform, schedule time on your calendar to write and schedule your posts. Or hire out the workload to a social media manager.

Every single business has a busy season. The trick to keeping existing customers as well as enticing new customers to conduct business with you is to maintain your social media presence.

Why Your Product or Service Needs To Be Blogging

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This one goes out with the intent to all of the product and service sellers out there. You really do need to start a blog and maintain writing on that blog! I know I know this sounds like a complete hassle for two big reasons:

  1. I know that you do not have the time.

  2. You have no idea what parts of your products or business to write and share.


Here’s the thing; blogging helps your audience connect with you differently. Sharing your stories will help them relate to you and develop a different level of a relationship than you have on social media. Not only does blogging mean that your audience feels a connection with you it also means that Google loves you because you are showing the Google algorithm that you are a current website and this, in turn, helps boost your SEO and ranking.

As a product seller and any business, you need to have the mindset that the purpose of your content marketing strategy is building that “know, like, and trust factor” because the more ways you are pumping content out there that content is working for you to turn into a connection and connection turns into currency.

We all want to sell all of the things right away off of our website, but in the times that we are in, we have to work harder because chances are there are more people out there offering the same thing that we have to offer.  We need to set ourselves apart, with the goal of getting these potential customers to subscribe to your email list or directing them to another platform that you would like them to learn more about you and follow you. The road to the intent to buy or book can be painfully long these days, and the only way to shorten the distance between marketing to the point where a wallet comes out is to build an actual relationship.

Now you’re thinking, “But I’m already using social media as a sort of microblog for my products and services.” To this, I say fantastic, however, using social media as a blog for your business is handing over the rights of your content to social media and it’s not doing any SEO favors to the website which customers can buy or book you from. Blogging on your platform provides an SEO boost to your site, while also providing value to your audience. Building and focusing your core content out via Instagram or any other social media source is not going to offer that same or any return on the time investment. Look at Instagram or any other social platform as creating a lead for your audience to connect with you another way. Work on creating lead generating content there that triggers a response from a user to click your website to learn more about you and your products.  By having current blog posts on your site that your audience can stumble upon and read is going to help you create a connection which will in time lead to the exchange of currency.

Having your content on your site also helps when people are searching for you on Google. Having your content current and living someplace on the internet gives your SEO a massive boost, which will cultivate long term growth because your content isn’t on a death march to die in an algorithm 72 hours after you post it.

So how do you do it?

Blogging today is much different than it was when it first came out.  In its popularity, which btw lead to influencer marketing, we used to sit in front of our computers with our cups of coffee and read the latest post on whatever lifestyle blogger we were following. Much like how the generations before us would sit at the kitchen table and read the morning paper over their coffee or breakfast.  While both these ways of consuming content are pretty much extinct writing and maintaining a blog puts searchable words to what you do out onto the world wide web. These words are what your target is searching for and the key to getting your target of potential customers to find you and learn more about you.

In a world where consumers being fed content every day, you will need to be more strategic, creative and mindful about how and what you are blogging. The goal here again is to thoughtfully gain the attention of your target market and convert them to your email list, to speak directly to them, earn their trust and eventually have them make a purchase. Some ideas on what to actually write include: talking about yourself, how you got started, educate them on a part of your business, talk about what you are currently working on or what is inspiring you.

Stop stressing, you do not need to be blogging every day, because that is craziness and I know that you do not need one more marketing thing to add into your daily mix. You could start with a few basic posts that are full of crucial relevant search words for your product and continue to post twice a month or even a monthly post about new products, services or what you have been up to.

Remember, whatever content you are putting out there, it creates a connection that will eventually create currency.  Content creation doesn't have to be hard, but it's just going to be time-consuming. The overall goal of your content should be getting eyes on your products and offerings enhancing your site's SEO and triggering your target to signup for your email list so you can connect and talk directly with them, if they happen to purchase at first look then that’s even more amazing!

If you need help with this, I offer one-on-one coaching sessions as well as a FREE monthly 20-minute speed session where you can ask me anything related to your business's content marketing plan and management.


Spring Cleaning Your Content: When To Recycle Vs. When To Create

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The spring equinox has happened which means that it’s time for all of the spring cleaning to happen. Spring cleaning your house, your car and even your social media feed. Today we’ll talk about reducing your time spent creating new content by reusing and recycling what you already have working for you.

The old Earth Day saying goes “Reduce Reuse Recycle” and spring is the perfect time to put this plan into motion for the content on your social media feeds so you can enjoy the incredible weather that I know you’re itching to get out from behind your computer to go and enjoy.

REDUCE the time that you spend creating content, meaning glance back through your feed to see what posts performed well and REUSE them. Decide what people liked, the message or the photo and reuse that. People are afraid to reuse content which I don’t completely understand, especially if that content is at least 100 days old. I’ll be the first one to tell you that most of your ideal clients are not going to remember if they saw that same photo on your feed previously.

If the post has a message that you want to bring back to your target copy and paste the caption and add a different photo. Remember that the marketing buzz is people need to hear or read something SEVEN different times before they will act on it.

When you are RECYCLING content just be conscious of changing up something about it up. I’m sure that you have learned or experienced something in the time since it originally posted to update the caption and always update the hashtags. No need to have the exact same photo attached to the exact same hashtags.

There is an excellent app that I use to “regram” because I am all about reducing time. What I enjoy about this app is you don’t get that icky looking transparent gray box with the original posters screen name on it. However, with that being said if you are EVER reposting someone else's content make sure to credit the original poster in the caption with “Regram: @Insert_User_Name”.

Spring is also an excellent time to create new content. The spring light is way better than that harsh winter light and I don’t know about you but my creativity feels more inspired with the sunshine. It’s probably all of the vitamin D. Block off time to style and create new product photos, or grab a coffee, get outside and walk around a different neighborhood with your phone or camera and take photos of things that are relevant to your brand that you can use later on in your marketing efforts down the road.

To wrap, reduce your valuable time by reusing and recycling previous well-performing content especially the messages that you want to stick in your ideal client/customers brain. They need to hear/read these messages seven times before they will act.

The Social Media Apocalypse What's Your Digital Marketing Back Up Plan

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The social media apocalypse of Facebook and Instagram being down is happening. It’s March 13, 2019, Mercury in retrograde and we’ve been experiencing the biggest meltdown in social media history.

Since 8am PST people around the globe have been unable to get into both Facebook and Instagram. At the coffee shop today the world seemed a bit quieter, people are having these things called conversations with each other instead of being preoccupied with snapping a quick picture of their latte to put on their Instagram story. (Ahem I am guilty of this as well, sometimes.) I don’t know if this is because we are all secretly freaking out just a little bit.

I will say that I have enjoyed the silence of only having to focus on other digital marketing platforms for my clients that do not include a member of the “Facebook Family” for one day.

The real question we should be asking is, “ Will Facebook and Instagram be back tomorrow?” Honestly, that could happen. We could wake up tomorrow with the same messages on our pages, or they could be erased forever. As of this posting Facebook, reps are saying, “Facebook is down for required maintenance. We will be back soon.” Historically when huge expansive platforms such as Facebook and Youtube have done an update it’s only been 1-3 hours, as of this writing we are going into hour number 12.

If this outage has taught us anything it should be to not put all of your eggs in one basket. I’ve been saying it in talks and to clients since the first Zuckerberg Senate hearings, start thinking about your digital marketing backup plan.

If these platforms do not exist tomorrow, do you have access to your customers? Do you know your customer's email addresses and how to get in touch with them? The only real channels that are guaranteed for you to directly communicate with your customers or clients are your blogs and your email campaigns. I know these are such a pain in the ass to do. These digital marketing campaigns actually take a bit of time, I get that. You can’t post a pretty picture and write an emotionally touching caption to get your message out there. But you should start considering a plan B.

There are other great platforms to build a presence on as well Youtube and Pinterest are two that if you are not already tinkering around on you should at least begin investigating.

Lately, I’ve been pushing current clients toward my Pinterest management package because it is a powerful search engine that as of right now I don’t see going anywhere but up. The power of brand awareness that Pinterest offers is incredible if you know how to use it. Start here, you already have amazing photo content of your products which is half the battle, because you have been posting those awesome images to Instagram. Just start posting them with a good description to Pinterest as well.

Consider blogging as well, if you are a service based business or a product based business you have things to say, things that your target market IS searching for.

I am really thinking positive that the “Facebook Family” figures it out and that we are back in action soon but then again if they don’t we’ll figure it out. We are in this together.