Jamie Bradley (Host), content marketing strategist at Emma
Scott Stratten, public speaker and podcast host from Unmarketing
Alison Kramer, writer and podcast host from Unmarketing
Getting Started and Gaining Influence
The hardest part is getting the first 100 subscribers. Get there be actively participating in a give and take relationship with your community. If people find value in your content, then you can ask them to promote it. However, you can’t just post content and ask people to engage. You have to be active on the platforms where you distribute your content. Engage with other people’s work on their pages, reply to people’s comments, and listen to conversations. Support your community by introducing other people’s content to your network. Content curation is just as valuable as content creation.
Spending Money Smartly
Using social media is free, but marketing effectively on social media isn’t free nor should anyone expect it to be. Marketing is about spending money smartly. Don’t pay to promote all your content. Promote your most compelling content using paid targeted ads. If you target correctly and your segment finds value in your promoted work, they’ll explore your other content and share what they like with their networks.
Brands on Social Media
Your brand isn’t that interesting. You’re not important enough to be everywhere all the time. Instead of trying to be on every platform, prioritize platforms by relevance to your audience. I.e. if the young adult and teenage groups don’t factor into your target audience, don’t worry about Snapchat.
With the arrival of live video on social media, the platforms are promoting native live streams by giving it greater reach. If you can do live video well, you can greatly expand your base of subscribers. However, it’s really hard to do it well. Because it’s live, it can’t be edited. You’re creating content in real time that will exist on the internet for all time. You have to troubleshoot as you’re streaming, respond to comments as they flash across the screen, and keep the flow of conversation going without awkward pauses or adjustments. Like with any content, people have little tolerance for boring or ugly videos even whether they are live or not. Most things in life are helped by editing. You should get good at editable videos first before trying live.
LinkedIn and B2B Marketing
LinkedIn functions more as a contact database than a social media site. It’s the only widely used B2B social platform, but it’s still not great for B2B marketing. Automated InMail marketing messages annoy people. LinkedIn is best for having one-to-one (not automated) messages with business individuals you contact to make an ask with a personalized value proposition.
Nothing is quick in B2B. There are lots of passive connections. You have to position yourself as an expert. The best way to do that is by doing talks well.
It’s great for SEO. Not great for social engagement.
Facebook is very personal. Cold contacting people on Facebook creeps them out. Use facebook to promote content. Use LinkedIn to cold contact people.
You’re only as good as the next step taken to access your content.
Think about each step a person has to take to consume your content. With email, there are several steps people take before they even see your call to action. First, people look at the sender to decide whether they know and like that sender. Second, they read the subject line and decide if it’s something they would want to read now. If people don’t open the email right away, it’s unlikely they ever will. (Saying “open today” or “read now” doesn’t motivate people to take your CTA.) Third, people read the preheader to get a better sense of what the content of the email is like. It’s much easier for people to not read your content, so each step towards your content needs to be compelling.
When to Monetize.
This is something you have to decide yourself. Giving stuff away helps you expand your fan base, but you need money in order to make more stuff. A good rule of thumb is to monetize what can’t be scaled. Sharing your expertise through a podcast is something you can do for free because you’re putting in the same amount of effort no matter how many people listen in. On the other hand, consulting or creating content specific to an individual/company can only be used by that entity, so it should be monetized. Create guidelines to keep free and monetized content in context consistent.
Shortcuts Don’t Work.
There’s no trick to being a good company that provides value. Just work. Create your posts natively. Repond to people that engage with you. Don’t just set up an autorespond or autopost service thinking your audience will accet that. People appreciate your time and authenticity.
Anything could work in the right context, but you have to work at it.
Find your audience through your voice. Think about who you’re writing for. Higher level stuff doesn’t necessarily perform better. Stay humble are repond to your audience’s behaviors.