Social Media Marketing

Social Media Marketing

United States

Social Media Examiner's Michael Stelzner helps your business navigate the social jungle with success stories and expert interviews from leading social media marketing pros. Discover how successful businesses employ social media, learn new strategies and tactics, and gain actionable tips to improve your social media marketing. Find show notes at http://www.socialmediaexaminer.com/podcast/

Episodes

Facebook Community Development: How to Cultivate Loyal Fans  

Are you creating a fan base on Facebook? Want to discover how to engage your audience via pages and groups? To explore how to nurture a community on Facebook, I interview Holly Homer. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Holly Homer, a professional blogger whose Kids Activities Blog helps parents discover fun things to do with their kids. Her Facebook page (Quirky Momma) has more than 3 million fans. Holly shares how she's cultivated a thriving community using Facebook. You'll discover how Holly uses Facebook Insights to develop her content. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Facebook Community Development The Importance of Community Community is the key to performing well in the algorithm-driven world of Facebook. To serve the community of Kids Activities Blog and the Quirky Momma Facebook page, all of the content focuses on the people who make up that community. Those people are mostly moms (plus the occasional dad, grandparent, or teacher) who are looking for something to do with their small children and survive the day. Whether that content is a video, picture, or saying, it needs to help the community and bring people closer together. When Holly began blogging 10 years ago, the community developed via comments on her personal blog, June Cleaver Nirvana, as well as comments she made on her friends' blogs. A popular blog post might attract 300 visitors and 150 comments. Holly recalls that commenting made this community visible and close-knit. When social networks came along, Holly says she had to relearn how to establish community, so she steered the conversation from comments onto Facebook because that's where comments and engagement were happening. She had to tell her community where she would be engaging and eventually turned off the comments on her blog. Facebook Live changed Holly's community again. She says she can now talk directly to her fans, but Facebook Live allows her to have more of a two-way conversation and be a participant rather than the center of her community. Listen to the show to hear Holly's advice for maintaining a community as social media changes. Facebook Insights Holly is a bit of an analytics geek and uses Facebook Insights learn about her community and what they like. With Facebook Insights, Holly can learn what common traits her community shares (they're typically moms with small children), where they live (mostly the United States and Australia), when they're online, and what they do online. Holly says she can also see what types of content her community likes (such as photos, links, or videos) and even what kinds of links or videos attract the most engagement. What Holly learns in Facebook Insights helps her decide what type of content brings her community together. In Facebook Insights, Holly says she mostly focuses on the magical orange bar. This bar shows each post's reach in comparison to other content for that day or other content on the page. (You find the orange bar by clicking More under the list of posts to get a whole page of posts and then looking in the fifth column.) Holly says her team knows that if the orange bar is short, don't repeat that content. If the orange bar is long, try to figure out how to repeat the performance of that successful content. For Holly, a short orange bar doesn't mean that the proverbial algorithms didn't like some content. It means her fans didn't like the content. She says every single interaction on your page is a vote for more of that content.

Building a Business on the Back of Interviews  

Do you interview people for your blog or podcast? Want to discover different ways to repurpose those interviews? To explore how he built his business through expert interviews, I interview Nathan Chan. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Nathan Chan, the founder, CEO, and publisher of Foundr Magazine, a paid digital magazine that profiles well-known entrepreneurs. He's built a huge following of almost 1 million Instagram fans and 300,000 email subscribers. He's also launched a new book, Foundr V1.0: Everything you need to know about starting and building a successful business, from the world's most influential entrepreneurs. Nathan shares his interviewing process. You'll discover how Nathan used expert interviews to build his business. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Building a Business on the Back of Interviews The Start of Foundr In 2013, Nathan was working in IT support at a travel company. He loved the company culture, but the work wasn't a fit. As he searched for something more fulfilling to do, he noticed that the major business magazines, of which he was a fan, were difficult for him to relate to. His life wasn't like the lives of the people on a Forbes billionaire list. Nathan started his magazine with about $3,000 and a goal of filling the gap between major business magazine content and entrepreneurs like himself. He wanted to speak to aspiring young entrepreneurs (he was 26 years old at the time) and provide in-depth content about what it takes to build a successful business. Nathan says that podcasts inspired this vision for his magazine, too. Podcasts were becoming increasingly popular, featured stories about relatable people, and could cover a topic in depth. Four months into producing the magazine, Nathan and his startup magazine faced a major roadblock. A large business magazine sued Nathan's startup magazine for trademark infringement. Luckily, Nathan says, the rebranding of the magazine resulted in the name Foundr, which is a better fit. Listen to the show to learn more about how Nathan responded to the lawsuit by improving the magazine's branding. The Business Model Foundr has three main sources of revenue: magazine subscriptions, the membership site, and courses. The magazine subscription is $2.99/month or $21.99/year and is available through the iTunes and Google Play stores. Across monthly and yearly subscriptions, Foundr has 20,000 monthly readers. On the Foundr membership site, subscribers have access to premium content, an online community, and exclusive training. In addition to the main revenue sources, Foundr includes a bit of sponsorship and advertising. Listen to the show to discover the similarities between what Nathan and I do. Nathan's Interviewing Process Nathan has interviewed successful entrepreneurs including Richard Branson, founder of Virgin; Steve Case, founder of AOL; Arianna Huffington, founder of Huffington Post; Gary Vaynerchuk; Barbara Corcoran; Tim Ferriss; Robert Herjavec; Jessica Livingston, founder of Y Combinator; and others. Much of Nathan's interview preparation involves his day-to-day reading about and listening to the topics, brands, and people Foundr covers. He regularly looks at Facebook, reads what's happening in TechCrunch and Mashable, and follows podcasts to see what they're doing and whom they're interviewing. To help find guests, he looks for people who have books coming out or otherwise need press. By consuming a lot of content, Nathan is aware of what's happening in his space and how to...

Live Video and Marketing: Where the Industry Is Heading  

Interested in using live video for business? Have you considered creating a live video show? To find out what live video can do for your business, I interview Brian Fanzo. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Brian Fanzo, a tech evangelist who specializes in live video. He's the founder of iSocialFanz and host of the FOMOFanz podcast. Brian explores live video, where it's headed, and how it can help your business. You'll discover whether to use Facebook Live or Periscope if you're just getting started. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Live Video and Marketing What Live Video Means for Business Whether yours is a small business, a brick-and-mortar store, or an ecommerce company, you need to shrink the distance between yourself and your customer, Brian explains. Live video is much more than a marketing play because it shrinks that distance by humanizing your brand and business. Live video is also the gateway to technologies such as augmented reality (AR) and virtual reality (VR), which Brian believes will be huge by 2020. To embrace AR and VR, he says, companies and brands will need to have a live video strategy already in place. He says today's consumers want you to convince them that you can be trusted, that you're a resource, are invested in them, and can understand them. They don't want to be marketed or sold to; they want to engage and have a conversation with you. Businesses need to spend time building rapport, a relationship, and trust with their audience, and live video is a great vehicle for that. With regard to building trust, Brian believes the most valuable statement anyone can make on live video is, "I don't know." If a brand admits they don't know something on live video, it adds validity to what they do know. (When you're stumped, you can also ask audience members to send you a message on Twitter or Facebook, and say you'll have your product manager get back to them.) Listen to the show to hear more about the strategy behind using live video to break down barriers with your audience. Getting Started With Live Video Brian says that according to Cisco, 79% of Internet traffic in 2020 will be video. Nowhere did anyone say that's going to be great video, good video, or live video, Brian continues. However, he believes most brands are thinking about video. Many people think live video is scary because they picture themselves on the video. Brian has to remind them that the best live videos are often made when you're celebrating customers and employees. And if your live video brings people access they can't get anywhere else, the camera doesn't even need to be on you. For example, say you use live video to interview a client, a customer, or a celebrity while they're in the office. As the person behind the camera, you can watch the comments for questions and decide which are important enough to ask the guest. With these kinds of live videos, all of the scary elements of being on air are taken away. Listen to the show to discover my process for doing live videos. Innovative Examples of Live Video Brian says Cisco has done an amazing job with their We Are Cisco campaign. Employees in different offices are trusted to take over the company's social media accounts, including Snapchat and Instagram, to share their point of view. Happy #MillennialMonday! Meet Stephen Lam, a Global Audience Manager who likes to parkour! Learn more about Stephen by watching our #InstagramStories or click the link in our bio. #WeAreCisco

How to Build Raving Fans in Unconventional Ways  

Do you want enthusiastic fans? Looking for unique ways to engage your audience? To discover how he grew a large and thriving fan base, I interview Pat Flynn. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Pat Flynn, the founder of SmartPassiveIncome.com, a website dedicated to helping people start businesses. He's also host of the Smart Passive Income podcast and author of Will It Fly? Pat explores unconventional ways to build loyalty with your fans. You'll discover which forms of content are better than others for creating raving fans. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: How to Build Raving Fans in Unconventional Ways The Beginning of Smart Passive Income Pat built the Smart Passive Income blog in the latter half of 2008 as a way to showcase how he was finding success with Green Exam Academy, a website with resources to help people pass the architecture exam. On the blog, Pat shared how he'd built his business, things he wished he would have done, and mistakes he made. In October 2008, he started including income reports (how many products he sold and how much money he made), not to show off but to provide inspiration. Pat believes that by keeping people in the loop of his activities and leading by example, others benefit from his knowledge. Over time, the Smart Passive Income blog became more about experimenting with new tactics, documenting, and sharing what Pat learned along the way. Pat says that's how he became known as the crash test dummy of online business. Back in 2008, if you had told Pat that he would be a leader in this space, he says he would have laughed. He didn't think that was what he wanted. Now Pat is owning the role, trying to lead by example and starting a movement of authentic entrepreneurship. Listen to the show to hear Pat explain more about crash test dummies. Nurturing Fans in the Early Days While Pat got a lot of encouragement via the comments on his blog for the first couple of years, he never thought of those commenters as fans. Then in July 2010, he started his podcast. Later that year, strangers came up to him at a conference and chatted like they were old friends. Nobody at the conference mentioned his blog. Pat thinks his fans connected more through the podcast rather than his blog because they viewed the podcast as more real. He explains that the written word gives you a feel for who a person is, but a podcast puts you in the ears of your listeners. For listeners, the feeling is similar to being part of a conversation. Pat says he's very much himself on air, and shares personal tidbits in each episode to help his audience relate to and connect with him. For example, at the beginning of every show, Pat's voiceover guy John Melley (who does our intros in a different accent) reads a random fun fact about Pat. For example, "Here's your host. He's a Sagittarius who loves long walks on the beach: Pat Flynn." or "Here's your host. He was an 11-pound, 12-ounce baby." Pat says he once met a woman at a conference who told him she loved his show and randomly added, "When I had my baby, he was also a giant." That small fact immediately connected them, because she could relate. When you share fun little facts about yourself, Pat notes, people can find something they have in common with you and decide to follow you. This isn't true only for podcasts; the same thing can happen on your blog or your video channel. Listen to the show to discover Pat's thoughts on using video versus a podcast to connect with people. Being Yourself

Advanced Blogging: How to Make Your Blog Serve Your Business  

Do you have a blog? Want to supercharge your content and increase email subscribers? To explore advanced techniques for improving blog content, collecting more email addresses, and promoting products and events, I interview Darren Rowse. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Darren Rowse, one of the world's leading experts on blogging. He's the founder of two popular blogs: Digital Photography School and ProBlogger. He also co-authored the book ProBlogger and hosts the ProBlogger podcast. Darren shares how he learned to better serve the needs of his readers. You'll discover how Darren uses portal pages and what goes into creating them. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Advanced Blogging Determine What Type of Content to Create Darren started by writing what he was excited about in the moment, and he believes that's a great place for bloggers to start because their writing comes across as passionate. However, for bloggers to build expertise in a niche, he notes, they need to put more thought into it. Darren says there are two parts to achieving that outcome. First, you need to understand the people who read your blog and what their needs are. Ultimately, Darren's content ideas come from the conversations he has with readers; this determines what he writes about. Second, you should develop before and after avatars. The before avatar represents who his readers are when they come to the blog, and the after avatar represents who he wants his readers to become. Use your avatars to fill in what your readers need to move from the before avatar to the after avatar, he explains. For example, readers first come to the Digital Photography School blog because they don't know how to use their cameras to full potential. The "after" readers have full creative control of their cameras, along with the confidence, knowledge, and technical skills to get out of automatic mode and take their photography to the next level. Give them what they want and sell them what they need. For example, readers who come to Darren's blog to get photography tips realize they need more help when they return from vacation and discover their photos didn't reflect their journey. His ebook, A Guide to Captivating Travel Photography: Transcending Travel, delivers the things they didn't realize they didn't know, such as tips to help lift their photos. Darren used this exercise for the first time in 2006, and came up with 200 things his blog readers needed to know. Those notations became the first 200 posts on the site. Listen to the show to discover how Darren uses what he knows about what people need to collect email subscribers, attract Facebook fans, sell products, and more. Develop an Editorial Strategy Darren shares the nine different elements he and his team work through each year to figure out their editorial strategy. Voice: Is your content more conversational, teaching, or storytelling? Evergreen vs. Time-sensitive Content: What's the proper ratio? Darren's photography blog leans more toward evergreen, but he notes others may need to create more time-sensitive content. Intent: Is your aim to inform, inspire, educate, or interact? Darren's blogs focus on information and education, but mix in inspirational and interactive content here and there. As an example of content created to drive interaction, Darren says Digital Photography School does a challenge post each week in which they prompt readers to take photos using a specific technique and then share the photos in the comments.

How Snapchat and Periscope Can Grow a Business  

Do you want to use Snapchat for business? Wondering how to incorporate your brand into live stories? To explore how to use Periscope and Snapchat for business, I interview John Kapos. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview John Kapos, part of a long family line of chocolatiers who have run Perfection Chocolates in Australia since 1939. Online he's known as Chocolate Johnny. He's very active on Snapchat, Instagram, and Periscope. John shares how marketing on Snapchat has affected his business. You'll discover creative ideas to help your own business succeed with Periscope, Snapchat, and Instagram Stories. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: How Snapchat and Periscope Can Grow a Business How John Got Started With Snapchat John shares that his store in Sydney, Australia gets bombarded with kids at the end of the school day, and he had begun to notice his sons and their friends using Snapchat. Even though he was told he's "too old" for Snapchat, he decided to take a chance. John, a self-described early adopter, started on Facebook and then got involved with Instagram. While he felt Instagram was cleaner, nicer, and crisper, he loved the functionality of Snapchat. For example, it let him do a video and include titles, add music, and so on. In the beginning, John posted photos of customers and chocolate, as well as videos of him making treats and introducing himself. In one of those early promos, he posted a picture and told his followers to screenshot it, and then come in for a free hot chocolate; two people did just that, and John shares that he's had as many as 60 people come to the store in response to a similar promotion. Now, John explains, his Snapchat stories all have a beginning, a middle, and an end, and all have a tie to chocolate. Each story also has a call to action such as Come to Perfection Chocolates, Come to the website, Come to meet me, or Be part of the party. For example, a Snapchat promotion of his Star Wars chocolate products began with an image of Han Solo and the text, "I'm in a dilemma. Help Me." The middle was an explanation of what John was making. The story ended with a call to action: "Please screenshot and tell me which one is better: milk chocolate or dark chocolate." A total of 63 people responded. Listen to the show to discover how using Snapchat has turned John's store into a global brand. Working Your Brand Into Snapchat Stories Everyone has a story, John believes, and he says it's all about getting out of your comfort zone and telling your story. People tell John he's got an advantage because he's promoting chocolate, and everybody loves chocolate. However, John doesn't think that should make a difference, and shares that he's helped a dentist create funny stories that make children want to come and see him, as well as a mechanic in New Zealand build a story around how to change a tire. John reiterates that anyone can create stories with any product, they just have to step out of the box. For example, he explains, spotting a large chocolate Easter egg in his store inspired a Snapchat video about two chocolate rabbits mated to produce a ten-pound chocolate egg, and out of which came a white chocolate elephant. John also creates stories about his characters, Johnny Chocolate, a chocolate 'dealer'; Johnny's bodyguard, Frankie; and Johnny's drag-queen girlfriend, Vanilla Chocolate. Listen to the show to hear what happened when John set out to prove he could go a week without using chocolate in his Snapchats.

The Social Media Examiner Story: From Blog to Conference  

Wonder how the Social Media Examiner blog got started? Interested in how we grew a live conference from an online publication? To share the evolution of Social Media Examiner and Social Media Marketing World, Ray Edwards will interview me. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, Ray Edwards of The Ray Edwards Show takes the mic to get the backstory on how Social Media Examiner went from publishing a blog to hosting a live conference. You'll discover the behind-the-scenes story of how I founded Social Media Examiner more than seven years ago and how we decided to start our own conference. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: The Social Media Examiner Story The Beginning of Everything Prior to launching Social Media Examiner, I was writing white papers for clients and I also authored a book called Writing White Papers. Somewhere along the way, I started a weekly newsletter, which included interviews with experts, pieces written by experts, and tips and techniques. I started covering social media and how it could be used to generate more leads for white papers. Subsequently, I reached out to Copyblogger and MarketingProfs, and wrote some articles for them. The turning point came after I sent a LinkedIn request to Ann Handley, chief content officer for MarketingProfs, and she asked if I was on Facebook. After opening a Facebook account, I was immersed in a different world. Then, I went to a small conference in San Diego and met Paul Colligan, Warren Whitlock (co-author of Twitter Revolution), and Mari Smith. As a result, I decided to do an online conference under my white paper business. (Up to that point I did teleclasses, where people would pay $39/month to hear me interview people like Bob Bly, Peter Bowerman, and others in the copywriting world.) I sold a couple of hundred tickets for the Copywriting Success Summit, more than I ever had for my teleclasses, and the conference was all done via webinars. This led to doing the Social Media Success Summit, for which we sold around 700 tickets. I felt I was onto something, so I searched domain names at GoDaddy, found SocialMediaExaminer.com, and immediately registered a trademark. I had the opportunity to speak at BlogWorld and MarketingProf's B2B Summit in October 2009. Deciding that would be the time to launch, I hustled to build Social Media Examiner and reached out to all of my friends, asking if they would write one article a month until it didn't work for them anymore. I officially launched Social Media Examiner on October 12, 2009. Listen to the show to learn which connections Ray and I share from the early days of social media. A Focus on Quality Content When we launched, blogs were opinion outlets and I wanted to be a resource. That's why we're known for how-to content and why our tagline is still "Your guide to the social media jungle." I knew if we could create content with a certain level of depth or richness to it, it would be smart in the long run; each of our articles is at least 1,000 words long. And we've invested heavily in the quality of our content. We've always had at least two or three, and sometimes up to five, editors working on all of the articles and we put at least $1,000 into development for each article. Our vision statement is, "All we serve is quality and we serve all with excellence." I've been in this business for seven years, and almost everyone who started in this space has moved on. It just goes to show you can win in the long run if you consistently deliver excellent value.

How to Grow a Business Using YouTube  

Do you want to use YouTube for business? Want to learn how to script and produce YouTube videos for your business? To find out how marketers can develop a business channel on YouTube, I interview Sunny Lenarduzzi. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Sunny Lenarduzzi, a video marketing expert. Previously she was a TV news reporter and the host of the Social Update from Hootsuite. Now she produces regular videos focused on social media, creates online courses, and helps her clients find success with YouTube. Sunny Lenarduzzi shares insights from creating her own business on YouTube. You'll discover how to use social media to drive traffic to your YouTube channel. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: How to Grow a Business With YouTube Sunny's Story Sunny has a background in traditional media (broadcasting, television, and radio), but fell in love with social media in the early days of Facebook and Twitter. She started an online magazine and after building the brand organically using YouTube and other social media platforms, she ended up with a social media consulting business. When Sunny noticed she was routinely getting the same questions from her clients (such as how to build a Twitter following or how to use Instagram video), she started using YouTube FAQ to record and send the answers to clients. Her first video tutorial now has almost 80,000 views. Today, her channel (started in March 2015) has amassed over 60,000 subscribers and 3.8 million video views. httpv://www.youtube.com/watch?v=9D7qmseGz6o Listen to the show to learn more about how Sunny came to partner with Hootsuite on the Social Update. The Path Between YouTube Videos and Business It's all the about email addresses. The biggest thing to remember, Sunny says, is that YouTube is a social media platform. She reminds listeners that social media algorithms change and you can't always rely on social media reach to get your message out. That's where an email list comes in, and she notes that YouTube is vital to growing your email list. For example, Sunny created a tutorial on How to Get More Views on YouTube, in which she offers a free YouTube SEO checklist. Every week, she gains about 200 email subscribers from that one video. httpv://www.youtube.com/watch?v=LokwDpM1wnc Sunny explains the importance of helping your videos rank on page one of Google and YouTube search, and shares that the first 24 hours of a video's life are vital in determining where the video will rank. For this reason, when she has a new video, she spends that first day driving people directly to the video on YouTube. Sunny credits getting ranked on the first page of Google or YouTube search results with the growth of her business over the past year. People found her videos when they were searching for help on certain topics such as how to use Snapchat, Twitter, YouTube, etc. Answering questions related to these topics introduces her to potentially thousands of new people a day, and capturing the email addresses of those people grows her potential customer database. Sunny shares that she uses a customized Leadpages link, designed in the same branding as her website, to collect her leads. Sunny says to create your freebie based on what you eventually want to sell. Make it a guide, a checklist, or an ebook. If writing isn't your strong suit, there are other options to use for the freebie, such as audio training or short video courses. For example, Kimra Luna offers a two-day video mini-series for her Rock-It With Webin...

How to Sell on Instagram  

Is your business on Instagram? Do you want to use Instagram as a revenue stream? To find out how to use Instagram for sales, I interview Jasmine Star. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Jasmine Star, a professional photographer who specializes in Instagram marketing. Her story starts with law school, transitions over to photography, and ultimately goes to Instagram. Jasmine is sure to inspire you with ways to sell with Instagram. Jasmine shares how to sell your products and services via Instagram. You'll discover the advantages of using Instagram for selling. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: How to Sell on Instagram Jasmine's Story In 2005, Jasmine was in her first year of law school at UCLA when she got the news that her mother's brain cancer was in the final stages. She left school and moved home. Jasmine knew she didn't want to go back to law school and decided to give photography a try. For Christmas, her husband gave her her first digital camera and she started her wedding photography business. When her business exploded that first year, it helped her identify as an entrepreneur. Jasmine joined Instagram six years ago but says she used it haphazardly until just a few years ago. When she learned how to use Instagram strategically as a marketing vehicle for her business, it was a game-changer. Since then, she's been named one of the top 10 wedding photographers and one of the most influential photographers, which she believes is due to her varied and intentional use of Instagram and other social media platforms. Listen to the show to discover more of Jasmine's backstory and why she believes she was called to live a passionate life. Why Instagram Works for Selling Jasmine shares one of her favorite quotes from author Simon Sinek, "People don't buy what you do, they buy why you do it." In her opinion, there's no better platform than Instagram to showcase why you do something. She believes Instagram's powerful storytelling components give you the ability to make customers loyal before a purchase has been made. If you can tell a powerful story in fewer than 87 characters (the caption limit), along with a photo that matches and elevates the storytelling component, you'll win at Instagram. Listen to the show to learn what Jasmine says makes Instagram different from other platforms. How to Get Seen on Instagram It's no secret that people are seeing the effects of the Instagram algorithm on their visibility in the news feed, and that's why Jasmine says it's more important to build an audience of the right kind of followers than to collect followers just to increase your numbers. Visibility in the news feed comes from having engaged followers who care about your business, leave comments and likes, tag their friends, and share your posts. An account with a lot of followers who aren't engaged won't be indexed high by the algorithm. This results in fewer people seeing that account's posts, which then results in fewer people liking and commenting. So, all things being equal, if one account has 200 followers and another has 2,000 followers, and each account routinely gets 20 likes and two comments, the account with fewer followers is more likely to be seen, because it's perceived as more relevant. To build an audience of the right followers, Jasmine suggests creating an ideal client profile. Figure out where your ideal client is on Instagram and why, she says. Then figure out how to serve the people who follow you.

Email Sales Funnels: How to Automate Your Sales  

Do you have an automated way to market to your email list? Are you thinking of creating a sales funnel? To explore how to automate your email marketing, I interview Yaro Starak. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Yaro Starak, a blogging expert who specializes in helping people turn their blogs into profitable businesses. He's the author of the ebook Blog Profits Blueprint. Yaro also is an expert in building automated email sales funnels. Yaro shares what you need to know to build successful email sales funnels that sell for you. You'll discover how to create a successful automated email sequence. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Email Sales Funnels Yaro's Backstory Yaro discovered blogging in 2004 after someone suggested he start a blog for his editing company. While many bloggers were spending a lot of time writing content, Yaro knew of people who generated $30,000 using email. To avoid becoming one of those bloggers who was trapped writing 20 posts a day and to automate the sales process for his course, Yaro built what he now calls a blog sales funnel. He set up a series of blog posts to go to his email newsletter once a week for 52 weeks. Then at intervals throughout the email delivery process, he would include a sales message for his course. Yaro notes that it took him six months to write a year's worth of messages, so he recommends starting smaller. He's spent the last few years building and perfecting his process. Listen to the show to discover when and why Yaro first went online. How an Email Sales Funnel Works Email sales funnels deliver sequenced pieces of content to anyone who opts in, Yaro explains. When automated, those emails (autoresponders) let marketers deliver trust, educate, and sell their product on autopilot. Businesses have customers at different levels of interest, he points out. Some people are ready to buy a $30 ebook but aren't ready to invest $1,000 in a course. Some want to purchase everything you offer, while others just want to explore your free information. After you set up an email sales funnel, it automatically meets the needs of all of those different people. As each person goes through the email sequence and various product offers, they self-select to enter the next sales level. Yaro now markets a range of ebooks, his membership site, and a flagship course. Because he set up a range of email sequences to market each one, he's free to spend his time blogging and doing podcasts. When someone new discovers him via a blog post or a podcast, his sales funnel automatically goes to work. Listen to the show to hear Yaro discuss the old-school way of doing email newsletters. Examples of Successful Email Funnels Yaro shares that he uses an event-based direct selling launch sequence, similar to that of the Jeff Walker school of marketing, to sell his flagship course. The launch includes a series of free videos and a free copy of his Blog Profits Blueprint report. At the end of the launch, he delivers an offer to join his course. To automate that process, he's set up an email sequence that's triggered when someone visits his site and opts to receive a copy of the Blog Profits Blueprint report. Once people opt in, they receive a series of video trainings over three weeks via an automated email sequence. On the fourth week, he invites people to enter his course. Comparing the two processes, Yaro says it's not necessarily changing the way you sell; it's applying automation to create a more hands-off business proces...

Facebook Live: Fuel All of Your Content With Live Video  

Do you broadcast on Facebook Live? Want to discover how to use your videos to create more content? To explore why Facebook Live is a path to success for creators, I interview Chalene Johnson. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Chalene Johnson, a lifestyle expert, author of Push, and host of two top podcasts: Build Your Tribe and The Chalene Show. She's also active on Facebook with 1 million fans and regularly uses Facebook Live. Chalene shares how she uses Facebook Live. You'll discover what she does to leverage the content she captures. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Facebook Live Chalene's Background With Video While Chalene has developed a number of businesses, most people associate her with fitness and a program called Turbo Kick that she created for fitness instructors to teach in health clubs. Instructional videos were part of the program and when a cast member fell ill, Chalene was forced to be on camera. Since that time, she's done many videos and discovered the more she relaxed, the better she could connect with her audience, whether it was for fitness or business. Chalene first broadcast live on Periscope in the summer of 2015. She remembers it well because it was also the day she was hacked. Chalene stresses there's no correlation between the two events. You can listen to Episode 158 of this podcast for the backstory. When she got early access to Facebook Live, Chalene went live and applied what she'd learned on Periscope. Her first Live reached a half-million people within 20 minutes and she knew it was a game-changer. Listen to the show to discover Chalene's philosophy on the importance of doing things that are scary. What Facebook Live Is All About Chalene believes Facebook Live is like TV, meaning you can use it to spread your message, become famous, or have a reality TV show. Mike and Chalene discuss the connection between bloggers becoming paid authors, musicians on YouTube becoming paid recording artists, and the likelihood that a future show host will be discovered through Live video. Listen to the show to hear why podcasters should consider live-streaming video. How Chalene Goes Live Chalene and her team have an organic plan in place for her Live videos. The calendar is set around the promotion of the Virtual Business Academy, the Marketing Impact Academy, and Smart Success. Eighty percent of the content for each Live broadcast relates to the upcoming promotion, so it attracts the people interested in the related product. Currently, she's promoting Smart Success. Chalene aims to go live a couple of times each week. She's noticed that the longer she broadcasts, the better the video does in terms of reach and live viewers. Often, she plans to go live for 15 minutes but ends up broadcasting for an hour. Chalene's Live prep starts when she wakes up at 5:45 AM. She spends the first hour of her day in learning mode focusing on a certain topic. She then finds a way to relate what she's studying to the product she's promoting. For example, since she's studying the neuroscience behind behavior, discipline, and habits, she'll do a Live broadcast about developing good habits, which ties into her promotion of Smart Success. To prepare, Chalene writes down a proposed title, five bulleted discussion points, and any research or stats she wants to reference. She describes how to start a broadcast and in which order to share information. In the first 10 seconds, tell people what you're talking about and why they need to stay ...

Conversion Optimization: How to Split Test Your Way to Success  

Want to get more leads and subscribers? Have you considered optimizing your opt-in forms? To explore conversion rate optimization for your online forms, I interview Chris Dayley. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Chris Dayley, who is the VP of site testing and optimization at Disruptive Advertising, an agency that specializes in site testing and analytics. Chris's clients include Fandango, Lids.com, and Citrix. Chris explores conversion rate optimization and split testing. You'll discover which elements to test for your opt-in forms. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Conversion Optimization How Chris Got Into This Space Chris got his start driving traffic to websites using search engine optimization (SEO), pay per click (PPC), and social media. The company he worked for was trying to figure out how to monetize their traffic because they were having a hard time getting visitors to convert. Because no one at the company knew about conversion rate optimization, Chris picked it up as a pet project. When he first proposed to test some changes to the site design, there was a lot of pushback from the site designers. After he ran his first round of tests, some of the pages began to see 10% to 15% lifts in conversion. He fell in love with finding out how seemingly small changes could have a big impact on user behavior. Listen to the show to hear the company's initial reaction to testing and the results they got from it. Conversion Rate Optimization and Why It Matters Chris explains that conversion rate optimization is a scientific way to figure out what your audience wants to see on your website in order to convert, and he notes that it should be half of any digital marketer's focus. Driving traffic is only half the battle. While he used to assume that if he drove good traffic to a site, it was going to convert, years of testing have shown that a large portion of your audience won't convert unless you give them the experience they're seeking. Conversion rate optimization is a way of testing different concepts and ideas on your site to find out what your audience actually wants to see. Listen to the show to discover why we use conversion rate optimization at Social Media Examiner and the effect it's had on our marketing. Where to Start Testing Opt-in Forms When doing form optimization, whether it's opt-in, lead generation, or checkout forms, the first things to look at are imagery, color, and font sizes. Make sure your form stands out in contrast to the page and that the image or lack of image is helping your users, Chris says. Chris recommends trying different variations of images, and to make sure the concepts are different, aren't distracting, and add some context to the offer. For example, in Social Media Examiner's previous pop-up, there was no image, even though our provider OptinMonster and other web-based form providers such as LeadPages allow you to include an image. Chris recommended testing an image of the cover of the actual product on offer, a graphic representation of the title, and an icon representation (shown in the image below.) The icon came out as the winner by a long shot! When asked about how many elements to test at a time, Chris advises different approaches for different projects. There are basically four elements in an opt-in form: the headline, content, a potential image, and a button to opt in. With so few elements, each one will have a huge role in the conversion rate,

360 Video for Marketers: What You Need to Know  

Have you tried producing 360 video? Want to discover how to create immersive, sharable 360 video? To explore how marketers can use 360 video, I interview Ryan Anderson Bell. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Ryan Anderson Bell of VRScout, a firm that connects Hollywood to the world of virtual reality. Bell is also the director of the Help Erase Project, a 360 video documentary designed to raise awareness of child trafficking. You'll discover what you need to know to get started with 360 video. Ryan explores tools for creating 360 video. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: 360 Video for Marketers Ryan's Story Ryan recalls that his interest in 360 video is a product of his experience with Google's Tilt Brush, which he tried for the first time after a speech on the changing landscape of technology at the Consumer Electronics Show. He had approached Malia Probst at VRScout and said he wanted to be more involved in this technology. From there, Ryan went from playing with the big ball of GoPros to more finished, all-inclusive products, like the Samsung Gear 360's two 4K cameras. httpv://youtu.be/TckqNdrdbgk He's now a 360 filmmaker, trying to define how to tell a story and convey a message through the medium (whether that's from a personal or brand perspective). Listen to the show to hear our memories of virtual reality in the 1990s. Why Marketers Should Consider 360 Video Ryan explains that being an early adopter of 360 video means you're going to understand the language before the public does. Marketers can use that language to connect with intimacy and empathy. Your brand can have an impact on the masses in a way that's not been done before, because in a 360 video, the experience you provide in your message is more real to the viewer. You can share scale and scope with a canvas that's so big, it takes over everything. Listen to the show to learn my perspective on the benefits of 360 video for marketers. What You Can Do With 360 Video When asked for real-world examples of uses for 360 video, Ryan points to HBO's showcase of Westworld at TechCrunch Disrupt this year, and TOMS Shoes' Virtual Giving Trip last year. Both used 360 video to immerse the viewer in an experience. httpv://youtu.be/jz5vQs9iXCs Ryan agrees that restaurants can show what the kitchen atmosphere is like during prime time, and events or conferences can share all kinds of experiences in 360. He goes on to share that real estate agents can even use a 360 real estate app from Zillow to showcase properties for sale or rent. Causes such as ERASE Child Trafficking documentary can also take advantage of 360 video to share different narratives from the perspectives of characters in the film. Listen to the show to hear more about Ryan's documentary. Where to Publish 360 Video While there are some small places like Zeality or Oculus where you can publish 360 video, Ryan says the best platforms for marketers are likely YouTube and Facebook. It all boils down to where you'll get the most views. He shares that Facebook even has a new Heatmap tool to help 360 video storytellers move viewers through their stories. Listen to the show to discover what this concept reminds me of at Disneyland and why. Equipment Choices and Setup Tips When it comes to equipment, Ryan likes the Samsung Gear 360 video camera because it's basically two 4K cameras with fisheye lenses for $350. This one piece of machinery automatically stitches everything together,

Instagram Ads: What Marketers Need to Know  

Are you active on Instagram? Have you considered experimenting with ads? To find out how Instagram ads work, I interview Jenn Herman. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Jenn Herman, a social media consultant and Instagram expert. Her blog, JennsTrends.com, has placed in our top social media blogs three years in a row. She also wrote an ebook called, How to Run a Successful Instagram Ad. Jenn explores the differences and similarities between Facebook and Instagram ads. You'll discover how you can succeed with Instagram ads. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Instagram Ads How Jenn Got Into Instagram Jenn admits she was a late adopter of Instagram and started on the platform just a few years ago. She held off because, like many people, she felt she didn't have time for another social media platform. Eventually, Jenn decided she needed to understand Instagram marketing for her blog, so she set up an account, tried it out, and fell in love with the community engagement on Instagram. People are active on it and you can instantly create relationships. That's when she decided to make Instagram a focus. Jenn uses Instagram primarily to build the brand around her blog. Every time she has a new blog post, she shares it on Instagram. People who follow her see a new blog post, and then click through to read it. You can find her on Instagram under @Jenns_Trends. Listen to the show to discover the other reason why Jenn loves Instagram. Facebook Ads Versus Instagram Ads Facebook ads and Instagram ads are very similar, Jenn explains. In fact, Instagram ads are run through Facebook's Business Manager. Therefore, you can't run an ad on Instagram unless you're connected to your Facebook Ads account. It's easy to get started with Instagram ads if you've done Facebook ads because both ad types use the same dashboard. There are some differences, however. For example, Instagram doesn't feature the total number of targeting options that Facebook offers. There are also differences in terms of ad image design. For instance, while graphic-type images with bright colors, contrast, and certain text features perform well on Facebook, people on Instagram prefer natural, organic-looking photos. For that reason, Jenn cautions against running identical ads on Facebook and Instagram. She says that a properly designed and targeted Instagram ad blends in with organic posts, and shouldn't stand out as an ad. Because the average Instagram user likes photos that place him or her into an environment, Jenn cautions against creating an ad that features your product on a shelf, in a box, or on a flat white background. Instead, place your product in the hands of a model or in a scenario that's relevant to the brand or your target audience. Do you offer a service? Don't say, "Here, get this today." Instead, create something relatable to the person who would purchase it. Although there's no limit to text on Instagram (like the 20% rule on Facebook, which is going away), it doesn't mean you want to include a lot of big, bright text. You want your ad to be very photo-centric. You want to promote a high-quality, well-lit, properly focused and formatted image that stands out and represents your brand. Listen to the show to hear what will happen if you run the same ad on both Facebook and Instagram. Instagram Ad Features Instagram ads are distinguished from organic posts with text that says "Sponsored" in the top-right corner. In the top-left corner of the ad,

LinkedIn Ads: What Marketers Need to Know  

Do you advertise on LinkedIn? Have you considered LinkedIn advertising and want to learn more? To discover everything there is to know about LinkedIn ads, I interview AJ Wilcox. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview AJ Wilcox, a LinkedIn ad expert. His agency, B2Linked, specializes in business-to-business advertising and lead generation on LinkedIn. In addition to managing accounts, AJ also specializes in LinkedIn ads training. AJ explores the different types of ads available on LinkedIn. You'll discover what B2B marketers need to know about advertising on LinkedIn. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: How AJ Got Into LinkedIn Ads AJ is a long-time digital marketer who started out doing search engine optimization (SEO) and Google AdWords. About four years ago, a company in Utah recruited AJ. On his first day, he laid out his plans for SEO, pay per click, and social media to the CMO. She gave him the go-ahead and also informed him that the company had started a pilot program with LinkedIn ads. "See what you can do with it," she said. AJ replied, "absolutely," and then turned around and started laughing to himself. He felt like a veteran at digital marketing, yet had never heard of LinkedIn ads. He jumped into the platform to learn about it to try to keep the egg off his face. Within about two weeks, one of the salespeople approached AJ, telling him how much they loved the leads they'd been getting. When AJ discovered through Salesforce that the leads were all sourced from LinkedIn, he realized there was something to it. Listen to the show to hear how AJ started his business, B2Linked. Why Consider LinkedIn Ads? AJ explains that while Facebook's and LinkedIn's ad platforms are very different, they share the same principles. That means that if you have something nailed on Facebook, it will probably work well on LinkedIn and vice versa. While AJ doesn't run Facebook ads for his clients, when he's compared similar campaigns from Facebook to LinkedIn, he's found his conversion rate on LinkedIn to be about double that of Facebook. Plus, the sales teams have told him the LinkedIn leads are much higher quality than the ones from Facebook. LinkedIn is by far the best for B2B targeting, he continues. You can target by job title, seniority, company, skills, specific group membership, geography, and years in business; information people aren't putting on Facebook. AJ shares what he believes are the two best uses of LinkedIn ads. Number one is recruitment and the other is promoting B2B products and services such as an SaaS company (software as a service). Those businesses charge a substantial ongoing rate ($6,000 to $7,000 per month) for access to their software and have a lifetime value of more than $15,000. If you have a lifetime value of under $15,000, AJ cautions, make sure your funnel and your processes are really ironed out on Facebook first, because LinkedIn's cost per click (CPC) is much higher than Facebook's. Listen to the show to discover how to calculate lifetime value. The Ad Types When you go to LinkedIn.com/ads and start a self-service account, you'll have access to two different ad units. AJ explains the first type is text ads. These ads appear in the right sidebar of the LinkedIn homepage (on desktop) and you'll often see three ads there. According to AJ, text ads have a low click-through rate because most people are banner-blind to them. If four people click on them out of every 10,000 times they're viewed, you're doing great,

Influence and Persuasion: New Insights From Robert Cialdini  

Do you want to persuade more people to become customers? Wondering what the latest science on influence and persuasion has to say? To discover new ways to prepare people for a sale, I interview Dr. Robert Cialdini, author of Influence and Pre-Suasion. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Robert Cialdini, author of Influence and CEO of Influence at Work, a company that provides speakers and training on behavioral psychology and influence in business. Having sold more than 3 million books, he helped coin marketing phrases such as "social proof" and "scarcity." His latest book is called Pre-Suasion: A Revolutionary Way to Influence and Persuade. Robert explores the science behind influence and persuasion. You'll discover how to put these concepts into action to benefit your business. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Influence and Persuasion Robert's First Book Influence, written in the mid-1980s, shares the most successful strategies that professional influencers use to get people to say yes. It was written for consumers so they could recognize and resist these strategies when used in an unwelcome way. The initial response to the book was so mild that the publisher called back the promotional and publicity funds for promoting the book, Robert recalls. They told him it would be like "throwing money down a pit." What happened to change things? Robert explains that times changed. The idea of evidence-based decision-making began to dominate the business world, and Influence provided a compendium of evidence on what factors influence people. About three or four years after publication, the book skyrocketed to bestseller levels, where it's stayed ever since. There were two sources of information for the book. To see what was especially successful in moving people toward a sale, he looked at research literature from the behavioral sciences, marketing, psychology, communication, management, and other fields. He also looked beyond the research literature and began infiltrating all of the training programs he could get access to in the areas of sales, marketing, recruiting, fundraising, etc. This let him see what the professionals were using to train and he gleaned information from those experiences. While he expected consumers to be the audience for Influence, it was actually embraced by the business community first. They wanted to know, scientifically, which factors incline people toward yes, and how to include those factors in messages, marketing campaigns, and more. The interest in harnessing the most powerful practices and procedures for creating change led Robert to write his new book, Pre-Suasion. It's designed for people who want to become more influential. Listen to the show to discover how I was introduced to Robert's work. Pre-Suasion Robert thinks the ideal audience for Pre-Suasion is people who want to increase the extent to which their messages successfully move people in their direction. While this includes salespeople and marketers, it's also for people who want to be more influential inside their families, network of friends, charity boards, etc. Robert says that while Influence covers what to build into a message to get agreement, Pre-Suasion describes the process of gaining agreement with a message before it's sent. The process may seem like some sort of magic, but it's not. It's established science. The key is to create a state of mind in the recipient's head that's consistent with the forthcoming message.

List Building: How to Grow Your Email List Using Facebook Live  

Do you want a bigger email list? Looking for list building techniques? To explore how to grow your email list using Facebook Live and podcasts, I interview Amy Porterfield. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Amy Porterfield, co-author of Facebook Marketing All-in-One for Dummies and host of the Online Marketing Made Easy podcast. Amy specializes in helping business owners grow and monetize their online marketing. Amy explores ways to grow your email list using social media. You'll discover how to balance free offers with selling your knowledge. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: List Building Why Marketers Need Email Lists Amy, who's a huge fan of social media, uses Facebook every day to find and nurture her audience. However, she explains that when users are on social media, whether it's Facebook, Instagram, Snapchat, or another network, they're constantly bombarded with a ton of messages. When marketing on social media, you have to compete with distractions that may take your audience away in seconds; however, an email list is a great way to cut through the noise and create a central hub for your business. Your email marketing and social media need to go hand in hand, though. Not everybody will open up your email (a good average open rate is 20%). However, the people who do open your emails are typically your best customers and repeat buyers. Listen to the show to hear why I think it's so difficult to get exposure on social media. Content for List Building Content types have changed over time. Over the last year, Amy has found that one of the best ways to grow an email list is through blog posts that offer content upgrades. First write a blog post with valuable information that people will want to share; for instance, a post in which you list five ways to do something. Then inside that blog post, include a content upgrade (a freebie) that readers can get after they click a button and give you their name and email address. For example, Amy has a blog post on myths about doing webinars and what to do about them. The content upgrade she offers shares rookie mistakes most people make with webinars. A couple of years ago, it was okay if your website had one option for people to sign up for the newsletter. Now, she says, you need to have a few different ways people can join your email list. Amy explains you can pique their interest in different ways. She might have three or four blog posts with different content upgrades, as well as some opt-in or lead pages with a freebie that she sends traffic to directly by sharing a URL during a Facebook Live video. Amy also uses this strategy with her podcast, which is her number-one lead generator; the content she creates in Facebook Lives and her blog posts are her next best lead generators. Listen to the show to discover Social Media Examiner's offer to get people to subscribe. Driving People to Your Content While there are paid options (like Facebook ads) to get people to your content (so they'll subscribe), there are also free ways to drive traffic. One of Amy's favorite ways is with video. First, she jumps on Facebook Live with an agenda. She'll talk about a topic, teach, give great value, and answer live questions. Then if she has a freebie that's related to a topic, she'll end with, "Make sure to go check out..." and give a simple URL. This is where people can either read a blog post and get a freebie or just go right for the freebie. She says you can do the same thing on Insta Stories,

Twitter Ads: How to Advertise With Twitter  

Are you curious about Twitter ads? Want to discover the benefits of Twitter advertising? To explore what you need to know to get started with Twitter ads, I interview Neal Schaffer. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Neal Schaffer, author of Maximize Your Social and co-founder of the Social Tools Summit. Neal also runs PDCA Social, a social media agency. Neal explores Twitter ads and what marketers need to know. You'll discover some of the differences between Twitter and Facebook ads. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Twitter Ads Why You Should Consider Twitter Ads Neal says that like many social media marketers, he's advertised on a number of different social networks, including Facebook and Twitter. When creating a social media strategy, Neal explains that marketers generally look to a consumer-facing platform. Most often this means Facebook, but could also include Instagram, Pinterest, or Snapchat. However, Twitter can go either way. It has a community of a few hundred million passionate people and is the place to connect with the media. Neal explains how he did A/B testing for a client with Facebook and Twitter ads that revealed it's more difficult to grow organically on Facebook than on Twitter. A majority of the budget was spent growing their Facebook community, while a smaller portion was dedicated to building a smaller Twitter community. After a few months, the Twitter audience had grown 30% to 40% (with no additional budget), but the Facebook audience wasn't growing because of the way EdgeRank works. Neal discusses the two different types of social networks for businesses: networks such as Facebook and LinkedIn where you can't engage with others as your business, and networks like Twitter, Instagram, and Snapchat that let you engage as your business. On the latter type, your company can do a lot more organically than it can from your Facebook or LinkedIn company page. If you've been putting all of your advertising eggs into one social media platform basket, Neal suggests doing A/B testing to explore other possibilities. Twitter has a lot of benefits, one of which is connecting with mass media and journalists since it's where people go to find news. Neal says that after three and a half months of primarily advertising and marketing on Twitter, The Dr. Oz Show reached out to feature his client. Listen to the show to hear more about the power of Twitter for live events. The Difference Between Twitter and Facebook Ads With both Twitter and Facebook, you advertise on the networks' real estate. On Facebook, ads appear in the news feed, and on desktop in the right-hand frame. Based on his and other Facebook marketers' experience, Neal thinks placing ads in the timeline is best. Comparatively, ads on the right-hand side don't seem as effective. On Twitter, ads only appear in the timeline, just like on Facebook mobile, and "Promoted" appears in the tweet box. Neal shares two things he finds interesting about Twitter advertising. First, since advertising space on Facebook and the newer networks is in high demand, there's less supply. That means it's more expensive to advertise on these networks. Because Twitter has a lot more ad inventory available to promote products and services, Neal believes it's a little more cost-effective. Second, Neal finds Facebook ads are always changing, and the interface can be very complex. In comparison, the Twitter dashboard and ad interface make it easy to create ads.

Promoted Pins: How to Advertise on Pinterest  

Do you use Pinterest promoted pins? Want to discover how they work? To explore everything you need to know about promoted pins on Pinterest, I interview Vincent Ng. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Vincent Ng, president of MCNG Marketing and author of Pinterest to Profits with Pintalysis. Vincent helps businesses succeed with Pinterest marketing and visual social media. Vincent explores Pinterest promoted pins. You'll discover what's new with promoted pins. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Promoted Pins At a basic level, Vincent says, promoted pins are Pinterest advertising. As you scroll through your Pinterest feed and see "Promoted by" on a pin, that means it's advertising. He notes that any pin you want to promote must be a public pin, and says you can even promote something you've repinned! What's New With Promoted Pins? Pinterest recently announced promoted video pins, which, at the moment, are specifically for users on mobile. These pins show an animated GIF and lead you to a full video when you click on them. What's really cool, Vincent shares, is that you can put up to six additional pins below the video on your promoted pin for no extra cost. The six additional pins display like a carousel under the video, and you can use them to promote the product in the video or share additional information about it. httpv://www.youtube.com/watch?v=ufVJ3oqpQQ8 While video pins currently send users to third-party players like YouTube to view the video promoted in the pin, Pinterest is working on its own native video player, which will be rolled out to everybody soon. Once available, people will be able to upload videos directly to Pinterest. Listen to the show to hear what video lengths Vincent has seen on Pinterest. What Can You Do With Promoted Pins? Vincent says you can reach a large audience with promoted pins, and that Pinterest allows you to create ad campaigns based on three main business goals: awareness, engagement, and traffic. Brand awareness campaigns let you promote your pin to an audience and you pay based on a thousand impressions. With engagement campaigns, you're charged every time someone taps and enlarges your pin, repins your pin, saves your pin, or clicks your pin. During traffic campaigns, you pay for every click-through on your pin. Vincent says the great thing about promoted pins is that you pay only for the direct promotion, meaning that if a user clicks on someone's share of your promoted pin, that click is free for you. In fact, Pinterest says users get an average of 30% free engagement when they conduct promoted pin campaigns. Which type of campaign is the most cost-effective? Vincent says that he agrees with Pinterest peers Alisa Meredith and Jeff Sieh, who both find the cost-per-click campaigns offer the best bang for your buck versus engagement campaigns. Why? About 80% of Pinterest users access the app on mobile, so they'll enlarge your pin to get a better look at your product. If it's not what they want, they don't necessarily click through. Vincent says it's also possible to run split tests with promoted pins because each campaign type provides the same level of metrics. After you run your test, go to your advertising dashboard and export the data to see which campaign type is a more cost-effective option for your business Pinterest also offers promoted pin users robust targeting capabilities, Vincent says, including by keywords and interests. Pinterest users are asked to follow five interests when they sign...

Starting a YouTube Channel: How to Achieve YouTube Growth  

Do you have a YouTube channel? Want to optimize it to get more subscribers? To explore how to build and grow a YouTube channel, I interview Tim Schmoyer. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. In this episode, I interview Tim Schmoyer, founder of Video Creators, a YouTube channel and website that helps people grow their YouTube subscribers. With 10 years experience, millions of video views, and more than 200,000 YouTube subscribers, Tim is the world's leading expert on building YouTube channels. Tim explores what you need to know to build a successful YouTube channel. You'll discover how to customize your channel. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now You can also subscribe via iTunes, RSS, Stitcher, or SoundCloud. Here are some of the things you'll discover in this show: Starting a YouTube Channel Your YouTube Channel Approach Tim says if you aren't trying to grow a community, have no need for subscribers or conversions, and only want to share your videos with your family, then posting anything and everything is fine. However, if you want to build a brand around your video content to grow subscribers, views, sales, conversions, etc., then you need a more focused approach. A channel, Tim explains, is another word for your YouTube account. It's where your videos reside. For example, Tim's videos are on YouTube.com/videocreators, and when people are looking for his videos, they know that's where to find them. A YouTube channel can be focused on a topic, but it doesn't have to be, Tim says. It could also revolve around a belief, a person, etc. He stresses that your YouTube channel should be very specific to target a specific group of people and deliver a very specific value. Listen to the show to discover who comprises the demographic on YouTube. Common Mistakes People make three big mistakes on YouTube. First, many feel like they need a high-end production team and fancy equipment. Tim says you can grow a very successful channel with basic equipment. Your smartphone may be sufficient, depending on the type of content you want to make, the audience you want to reach, and the image you want to present for your brand. Start with what you have, and possibly invest in a lens for your camera and an external microphone to clip into your phone. Sometimes, a full production studio works against you, because the people have a different content focus and expect higher quality. YouTube viewers, on the other hand, are very forgiving of a shaky handcam if the value of the content is high. Second, people don't pay enough attention to the titles and thumbnails of their videos. Most of your YouTube traffic will come from related videos, suggested by YouTube, when users are viewing other content; an enticing title and thumbnail drive those clicks. Tim says a lot of the top YouTube creators he knows spend just as much time, if not more, developing their title and thumbnail than they spend on the actual content. Start with your title and thumbnail in mind before you start shooting the video. This enables you to capture the thumbnail you need. For example, a video about how to look better on stage needs a thumbnail that portrays that; it could be as simple as a picture of a crowd of people with a spotlight on the main focal point on stage. If you shoot the video first and figure out the title later, the opening may not quite connect to the title until two and a half minutes into the video. The third mistake people make is taking too long to hook viewers. Tim says that when someone clicks your video, you have 15 seconds maximum to relate to the title and thumbnail. That way,

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