It’s a wrap! Social Media Marketing World 2019 has concluded. Here is my summary of Day 3 brought to you in a short read! With sessions from marketing royalty like Ann Handley, Jay Bayer, Mari Smith, Mark Schaefer and Amy Porterfield, there are some gems below!
Session 1: Facebook Marketing In a Changing World: Your Roadmap For The Future by Mari Smith
- You can improve your Facebook organic reach using the Mari Method.
- The future is coming and includes Facebook coin, the Facebook family of apps
- Look at TikTok app
- Publish regular engaging video content
- Embrace Instagram and Facebook stories (create ads for stories too)
- Integrate messenger marketing (inc. WhatsApp & Insta)
- Build Community in Niche Groups
- Get back to the human element of social
Session 2: How To Show Up Like A Pro With Live Video: Success Secrets To Push Past The Fear Of Going Live by Amy Porterfield
- Be vulnerable, but also add value. This is when your audience will show up.
- Use Instagram stories as cheater videos - 15 seconds and they go away in 24 hours + they aren’t live. Show your face. Do these direct to camera a few times a week.
- Go live at least once a week. Same day and same time every single week.
- Prepare, but don’t script.
- ALWAYS have a freebie to offer off the back of your live video
- Live video and list building go hand in hand
- Live video can differentiate you from everyone else.
Session 3: How to write an email newsletter that people clear their schedules to read by Ann Handley
- 97% of brands have email programs!
- Newsletters: We tend to focus on the “news” part of that word and think of it as a distribution strategy for our content. Rather, we need to be thinking about the “letter” piece and the communication. Don’t send your newsletters from “no-reply”!
- People want to hear more about themselves and less about your brand or promotion
- Write your newsletter for “one person” (make it a real person that you know). Be specific, add details and colour. It makes it not just personal to one person, but universal enough to be relevant.
- Don’t just share a headline and a link in a newsletter, tell me why it matters to me.
- Make it a “slow-cial” media moment - ask a question, engage.
- Connect the newsletter to a Facebook group - discuss the topics, get feedback on other topics that in turn feed your newsletter content.
- Consider what need the newsletter fills + ask them/engage when they subscribe.
- Develop your differentiation as a communicator
- People will scroll for a story. Incentivise them to get to the end.
Session 4: How to turn your customers into volunteer marketers by Jay Bayer
- If your customer aren’t telling your story, nobody will hear your story
- Don’t expect people will find out you have a good business and tell others about it.
- Competency keeps customers, it doesn’t get customers.
- The 4 requirements of a talk trigger: remarkable, repeatable, reasonable, relevant.
- Examples of good talk triggers: extremely long receipts from CVS, UberConference’s hold music Make one unconventional choice and repeat it every day.
Session 5: Tools And Tactics To Optimise Your Content Marketing by Ian Cleary
- Start by leveraging your existing content. Look at what is performing well and double down on that. Find your top performing pieces of content and add in content upgrades - add in an opt in (lead magnet) for a checklist or similar.
- SEMRush has content optimisation score plugin that updates as you write it
- Video helps you get there quicker with less effort, though you have to produce it
- Link your old content to new content to share the value.
- Loop content into a core pillar and related content. Link from your guest posts on external sites back to your related articles.
- Create more linkable assets - guides, research reports, utilities
- Who can you partner with to produce (or access) data and to identify some themes or review of that information -> create content
Session 6: Social Media Reimagined: How To Adapt To A World Without Loyalty by Mark Schaefer
- There is a backlash from customers against organisation’s attempt to demonstrate loyalty.
- 13% of customers are loyal, the rest shop around.
- Customers are ad-free, loyalty-free, funnel-free world where nobody believes marketers.
- Marketing has always been, and still is, all things human.
- “The best piece of content advertising I have seen in 5 years” (video here)
- The customer is the hero and the marketer. The company is there to help people belong.
- #1 Marketing isn’t about our story, it’s about their story.
- #2 Personal brand is now the company brand
- #3 Live experiences change everything
- #4 Your culture is your marketing
- #5 Build peak moments into your customer’s experiences
- It’s all about human centred marketing. If you’re doing things that people hate - stop it! Find out what people love.
- Be more human, the most human company wins.