Tips For Effective Social Media Marketing By Sue Bryce

Tips For Effective Social Media Marketing By Sue Bryce



you're all very kind thank you very much today I need to talk to you about connection your DIY businesses a small medium businesses DIY you don't have a team you don't have a social media team you're doing it yourself and even though I have a huge following on social media I do my own social media so often people will say you know who does your social media and I'm like oh no you're talking to me when you put something on a thread and I answer you are speaking to me as often as possible I will do social media laying in bed in the morning laying a bed at night all throughout the day in the bathroom in the bath on the toilet if you name it my phone is with me and I have a connection to the world with my social media so I learned a long time ago that not only are we DIY that ultimately we complicate storytelling too much instead of just speaking with really simple truth with heart with authenticity and with visually enticing images and stories but just keep it really basic and simple so today I'm going to give you the five check points that I want you to put up in your office so I need you to write this down okay for me education is everything entertainment is everything engagement enticing and elevation is about what created creates you know shear worthy marketing the sort of marketing that you look at and you want to share with your friends that you want to revisit so this list is something that I want you to write down and as you're creating videos and any marketing in terms of social media I want you to think about this list and why it's important so let me talk you through it to me education is paramount even when I'm advertising my business I need to teach you what it is that I do who and what it is for why I do it I need to speak plainly and too many of us are over complicating our why wat when and how all the time we're just over complicating it but the one thing we're doing too much is we're trying to sell too much at this point this is not selling this is engaging and so social media for me is more about engagement than selling although the irony is is I'm selling on the periphery I'm selling on the periphery because if you're attracted to me and my brand then I'm selling you whatever I'm selling anyway so stop trying to sell with discounts and money and budget and really look at what you're educating and what it is look at this the best marketing in the world solves a problem so you really have to ask one big question what is the problem that I solve in my business and I talk to an emotive marketing team I said what are the problem you're trying to solve for your clients and of course it's two things can I get a return on investment on this product in my brand and can I learn a new program and do I have time to use it so I feel the same way with photography I'm a portrait photographer and I educate businesses all around the world and how to connect but the truth is is we over complicate what it is we do and how we do it so I'm going to show you a little video that I use to speak very plainly about what it is that I do now to me find out whatever is the problem that your clients need to overcome and answer their problem in your marketing make it very plain it'll be one or two problems make it very clear that you can answer it entertainment is everything you can do it humorously visually intellectually but the truth is the more entertaining your video is the more people are going to watch it so you can either be funny you can either be smart or really you can just be visually compelling but you have to be one of those things so really look at videos that made you stop scrolling and the truth is is you get three seconds to stop people on a thread three seconds so the first 5 to 10 seconds of your video really has to be the most visually dynamic and 80 to 90 percent of our videos are being watched without sound so you're creating words and music that might never be viewed so unless you're visually compelling in that first five seconds what is actually going to make you stop and watch it so Facebook particularly have this great feature where you can right click top of the post and save your post and if I see a video I'm in a doctor's room I don't turn on my sound I see a video that is visually compelling I'll straightaway sieve it until I'm in the car or back in the office or home where I can re-watch it and that's one of those things people will come back to but they're not even going to stay with it if you're not putting something in there that is grabbing them very very quickly for me engagement is anything sheer worthy it's when you connect comment or create conversation okay so one of the things I have done to build my social media because I never bought likes or even boosted my page until I got up to around 200,000 how I built my social media was they call it hot thread so whenever I would post something visually compelling usually a beautiful image with a little short story I either asked a question in my post or I engage in some way in my pose mostly I educate because I am an educator and because they teach businesses it's very easy for me to put an engagement or an education post on my image so I educate how I shot an image because my followers are photographers so I'm educating with basically metadata I shot this here I shot this with this light with this product with this lens and because I'm educating my audience is actually getting something from me and this is what a lot of us aren't actually doing we're not giving anything you're actually putting out social media and hoping for attention without giving anything in return and to me that's not how you get clients the more you give the more you get the more I educate the more I get the more I entertain the more I get when my audience was smaller so under 40,000 I definitely put more personal entertaining posts because I'm quite quirky you know I fall over I do silly things I hit my head one day and got this big bruise on my forehead and I you know played it all out on social media and everyone loved it as my audience got over a hundred thousand and then over 150,000 it got less personal and more business but I really felt the personal entertainment that I had and the connection that I had and beginning was my favorite time like I loved it back then when I felt like I knew everybody following me on social media and you really knew that you were following me now I feel like I'm a little bit more impersonal in terms of just being more professional I'm very careful with what I write and why I wrote it and I definitely am more about work than my personal life for me a hot thread is when I post something interesting and then stay on the thread I can stay on a thread for 30 minutes even 15 minutes and I answer the initial reaction to my thread as soon as people see me come up on my thread my followers start talking to me and I create conversations instantly I have huge engagement on my page my engagement can go up into the 85% in my big page because I do this I'm also very interested in what you think what you have to say in any questions you have around the education on my post so I choose education above anything in terms of when I post I make sure you are learning something or getting something from me in what world are we really interested in other people unless it impacts us in what world I think humans are incredibly selfish and so if you think about marketing in terms of all humans are selfish we don't really care about you we only really care about what we're getting doesn't that mean all of your marketing should be to me not at me so I don't care if you want to talk about yourself give me something because I'm the viewer I'm the consumer and ultimately I'm the person that's going to follow you and convert me into money or my microphone just slipped straight down the back of my dreams okay I'm just gonna I think it's going to settle right there for me enticing is everything you know when people create marketing I always say to them a lot of the time you're just trying to sell you're just trying to sell and all I hear is it's this much money and I want you to give me this much money but you haven't actually told me what I'm getting so when was the last time you enticed me okay because when I go to Barneys or when I go to Macy's or when I walk past Louis Vuitton and see that bag in the window or I suck up to the Gucci window and Italy and I see that bag that I dream of owning one day or that Louboutin shoes that I really want I'm enticed by owning these products I'm enticed to get them and want them and desire them and the enticement that we feel really as consumers is that you have something that I want but you're making it enticing to me and that is why I want it so when was the last time you really enticed me and I know you want work in business but enticing me to your product and service is going to get you clients way before selling me something because before you sell it you actually have to have me emotionally connected to your brand product and service and until you do that I'm not enticed at all and I certainly don't want it this is not about you right now and in fact if you make this about you needing money you are going to be repelling in your social media without even knowing why I call it stinky I call at that time when you're kind of stinky but you don't know why and there's so much energy that you put into your posts and so much energy and you don't realize how much it attracts people so when you create anything for social I have to do it really authentically I have to do it from a heart and I have to have a really authentic message to me so for me I really come down to this the last one was I want to elevate and I mean elevate humanity I want to elevate social media there's so much negativity online there's so much trolling and nastiness and drive-by shootings I call them and the truth is is I want to put a positive message into my social media every day that is empowering I have an empowering brand I'm an educator so I can empower you to make money in your business I am a photographer and I can empower you to have beautiful portraits done and my work is empowering so everything I want to do I want to elevate outside of me pushing out always as elevation I want to speak with purpose I want you to understand what I truly want and what my why and what my mission is now I've heard this a lot over the last ten years what is your why but the truth is is you must know what your purpose is you must know what your mission is when you speak with your mission your purpose your voice changes so I call it I speak heart and it's very important to me that I speak heart that you understand that when I am talking to you about my product and service that you feel the love the intention and the authenticity of what it is that I love to do you know it's that whole I'll have what she's having right the truth is is when I am enthusiastic I am so excited about what I'm talking about and how I talk about it that I know that I am selling it without selling it and the truth is is I know I am both enticing and engaging when I'm in my full power when I'm speaking with my heart and this is where I am at my most powerful so tick these off and ask yourself what am I the best at out of these five things what am I really doing every day without even trying am I already entertaining am I already engaging am I already enticing people and I'm am i elevating and speaking with my true voice also education you know the Internet is free and we can learn just about anything you can learn pretty much anything on YouTube you can Google just about anything and learn it but education and entertainment are the two things that we still pay for and to educate and entertain means that we still have a human connection to the people we're speaking to and so to speak with these words makes it so much easier most small medium businesses have a PDF or some form of digital design in fact most businesses and this would be the first thing I would get a small business to do is to create a digital PDF that they can email to the clients on their product and servers why because you can design it yourself you can get templates you can get a designer to create a PDF for you but ultimately you can create an incredible visual design yourself if you want to hack that DIY it yourself create a beautiful design that looks no different than a magazine that's incredibly contemporary that walks people through your product and service that is visually stimulating that is educating that is engaging that is elevating and certainly is enticing to my product and service so whatever your product and services you could create a PDF to do this now if you are completely designer Knepp to can go to creative market calm look there are magazine templates on creative market calm for $19 they're extraordinary so the first thing I'd get any small business to do is to create this visually compelling engaging PDF the beauty of this is it can be emailed and it can be used of course in so many different ways it is an online brochure or an online magazine featuring your business it looks professional it's very stunning and it's very beautiful and of course people will want to share it so the other day I was actually thinking of this presentation and I thought to myself wow check this out I put my digital PDF into Animoto and to the marketing builder and I actually created an animated PDF that can go online and if you can get this under a minute this can go on your social media and on Instagram you so there it is is my animated PDF so one of the things I think we're most afraid of when we're creating our own marketing is video because video comes with an entirely new learning tool editing and and I feel like video is probably what stops us from creating this but slideshows are just as powerful and I think what you really need to focus on is just creating very visually dynamic product that you can share and just really working through what is share-worthy and what is actually interesting so just trying to stop you from scrolling is really my my biggest goal is to stop you from scrolling and if I can do that if I can stop you just for a minute to tell you my message then I can show you what I do and talk to you about what I do so this is a video it was actually shot by Sally Sagar it was created for a little New Jersey business here so this designer has drawn this ring and something that she wanted to showcase was how would you take a ring from inception to basically the finger of a girl that fabulous I absolutely love this video all right when we got here I knew nothing about video and I shot that and the truth is is that is so simply dynamic the irony is is I didn't make up those words they came out of her mouth and the story that she told when she said that I had to write that I feel like I went back in time when I looked at all the videos that I felt had the most compelling message or all the videos that I felt had all of those ease this was the strongest one to me because I felt that video and what I loved the most about it with those words all came out of her mouth so I did try to get her to do a narrative but you know getting people to speak a narrative is hard not a lot of people can speak on camera and it's very hard to speak to camera so I realized I didn't need to have her talking to camera at all to tell a great story I simply had to really simplify the story I wanted to tell I have not had my portrait taken in 17 years you know today I feel more beautiful than I have ever felt in my life I asked her to describe herself I am a mother I am a wife I'm a goddess and I loved it I kept it simple I made my message short and to me that is one of the most powerful story telling that I could possibly put out there as a portrait photographer for my business you have some big opportunities in front of you and one of the first is Hallmark holidays so to me we create this billion dollar consumer industry where we have these Hallmark holidays whether it's Christmas Hanukkah holidays Thanksgiving family portraits at Holiday time Valentine's Day Mother's Day Father's Day these Hallmark holidays they exist throughout the year and if you could create a compelling a compelling video series or at least an animated series for Hallmark Holidays you've already ticked off four or five of the biggest consumer holidays of the year this is when our public are hardwired to look for gifts and hard-wired to spend money these stories are all beautiful I could think of an incredible story around family around coming home around seasons around Valentine's Day I could even think of an incredible story to promote my business around an anti Valentine's Day so you don't have somebody special in your life this month let's go wild I could think of something fabulous to do with a girls day out drinking champagne with single ladies it doesn't matter to me what the story is I can find a powerful narrative that goes with it but just keep it simple you know we need to speak plainly to the people out there we get so lost in our own businesses that we forget to speak the most basic language there is and that is what the consumer is attracted to and what the consumer knows okay we must speak their language and we must move them as quickly and effectively as we can on social media you know one of the biggest stories you can tell is your story what I love about the gold tinkerer is that they have four craftsmen that work in their studio and I feel like those four men are creating beautiful jewelry that will be worn and handed down for generations and generations but what makes that video compelling is that you're getting to see this ring handcrafted you're not seeing it finished under bright lights you're seeing it made from scratch from a drawing to this girl's hand and in that moment she would treasure that video forever because this was made for her this was crafted for her and that ring will stay in her family for generations and that diamond is at least 40 million years old and that is what is incredible about that story your product and service the the what you offer and what you connect to people is what you're selling okay but before you're selling me that final product I have to like you before I buy from you so if you can connect me to you in any way if you can connect me to what you do and how you do it then I'm going to be drawn to your brand okay so you just need to show me behind the curtain what I love about that crafting is I've seen a lot of crafting videos when I turn on Facebook if I see anything being made I always watch them there's something incredible about watching what you create with your hands so if you create a product yourself if you make a product if you design a product or if you have created a business and service that you built up yourself in your garage and your spare bedroom this is a story worth telling because this is a human interest story so the first thing you should have on your website is a story about you you also have the ability to follow just about any one of your clients through the process and experience of what you do sell and create and make right down to them experiencing it being there behind the scenes this is what is the most powerful thing you can create in marketing any questions for me all right want me to go back because I want to come back to this I feel like when you're here I feel like this may have been something that you have heard before this may have been something that you have seen and said yes we're always told to speak heart but how how do I speak heart so let me break it down for you to me I feel like I sat down and you can do this lots of different ways grab your iPhone and record yourself talking about what you love the most about your business what you love the most not the bits that you hate not the bits that you struggle with but what you truly love about what you do and I sat down and I put my phone down and I put it in front of me and I told a friend what I love the most and as I just talked I let it come forward you know this is what I love the most about connection this is what I love the most about watching people go through this transformation this is what I love the most about experiencing meeting people and spending time with them this is what I love the most about my clients what they see the most in my clients is that they feel this I love it when they pick up the prod when they do this I love it when they refer me and I just I just chatted and I just talked authentically about what it is that I love I went back and I replayed that and I basically transcribed in I sat down and in that moment when I was just talking about what I truly loved what I really loved came forward and you could hear it in both the enthusiasm and my voice and the complete passion for the way I was talking about it I said I transcribed it I wrote it down I created tag lines the most powerful tag line in my business I have to tag lines and neither of them a tag lines their promises okay so one of them is an invitation which is inviting you to come to me as a product and service so instead of being tagged II I basically have said I invite you to a personal session with me it will change the way you see yourself so to me if I could get you to create one thing here it would be a promise what is your promise and don't make it literary I don't want it to sound like you read it I don't want it to be poetic I don't want it to be a Nike slogan I don't want it to be something that is Kitsch I want it to be a simple promise or an invitation my other promise or my other I call it I call it a promise is I want to take the best photograph you have ever seen of yourself that's a big promise to me I'm answering a problem when I say it because I know that you don't believe that somebody can take an incredible photo of you and I know I'm answering the problem and I'm overcoming your problem when I say that to you I'm also putting out a very bold statement because I believe I can do this when I first wrote that I sat down on I thought a lot about it and I realized it was the most empowering thing I could say to a human being I want to take the most beautiful photograph that you have ever seen of yourself and I feel like that promise to me goes through every cell and core of my being I truly believe it so what is your promise because when you tell me what your true promises that's your purpose and that is what you tell people because that's not about me that's about you when I entice you not me I'm not trying to tell you how much money I cost I'm not trying to get attention from you what I'm trying to do is tell you what you're getting because you're the one paying and my job is to entice you to the experience of me so that I can then deliver my promise to you the truth is is that engagement is really energetic for me and energetic means that when I post I truly care about that post going out into the world I don't post and then go for a run because the truth is is I need to know what the engagement on that post is I know the people who follow me know that I truly care because I can feel it in their response I not only have an abnormal engagement for my page I also have an incredible following my followers support me like nobody I have ever seen before if on a random occasion I'm ever trolled or even somebody takes a negative comment or something I've said my followers will literally attack before I have even got on there to answer it myself and I never respond negatively if somebody has something negative to say it's okay I accept it I accept it I try to be as gracious and as loving as I can okay it's just one of those things I feel even at 200,000 followers on Facebook that my engagement is strong still now and really the entertainment the entertainment value for me has gone down with a bigger audience although I know that my education is more powerful than pretty much anything here so I focus on this word here but if your superpower is entertainment if you are somebody that has a star profile in your ear you have a natural connection to people Facebook live video and anything behind the scenes is going to be your most powerful tool so this is where you know you interact with people if you're all about the empowerment this is going to be where you interact and if you're all about this beautiful product and service then this is where you're going to interact but the truth is is I have to take every single one to be compelling and when you look at Dawn's video I am doing to me the most simple story told is effectively ticking all of those boxes because I believe that I accurately told you who I am and what I did I believe I enticed you to this product I believe I elevated just about every mum in the world that has ever looked in the mirror and just felt like she needed to be seen today and I feel like the engagement in that video is off the charts and yet the simplicity is extraordinary so keep it simple speak plainly speak openly be powerful in your messaging be authentic in your messaging and the biggest journey you can go through as a marketer and a business owner is to find and own your own voice because you are more powerful than you know the words you speak become the house you live in and that is what marketing is to me yeah her face didn't say the last but he just said the first bit so thank you so much I look forward to seeing incredible emotional connected engaging empowering marketing from all of you

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