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Online Marketing

Digital Storytelling Tips with Donald Miller, Building a StoryBrand

My name is Tyler Kelley, I’m the co-founder and chief strategist. At slam agency. We are a full-service boutique digital marketing agency, really designed to help you captivate, motivate and inspire people to action through advertising and I’m really excited because today I’m going to introduce you to another one of my favorite books when it comes to copywriting storytelling, developing a message.

So last week we talked about the importance of understanding the sales process as a marketing professional. In order to level up your marketing expertise, you really have to understand sales why people buy? What motivates people drives people to action? If you can understand this, then you can really level up your marketing game now, if you’re a marketing director, that’s just always done marketing, then maybe you haven’t had a chance to get out in the field.

This is obviously the best place to start to understand how your sales organization operates the challenges that they face. You know what are those conversations that they’re having with people in real life. You really should absorb these types of things. That way, you understand, you know number one where your sales team is coming from and number two. What are the types of messages? What are the types of responses that help people get just a little bit further along in that buying cycle without understanding the literal, nuts and bolts of your organization’s sales process, then it’s going to be really hard to market.

You know no longer are we in a day and age where marketing can be here and sales can be here. We really have to bring these two together break down these silos. Bring these two together, align them so that marketing and sales are both operating. You know with similar KPIs with the same end goals, mind working as a unit and that’s how we can get more done, and so you know when it comes to understanding sales as a marketing professional.

The first way to do that is to just you know, get on the ground with your people and just absorb in the same way that you know in in branding. We would absorb the the attitudes interest, opinions of the brand, the voice of the brand, and we would we would work that out through a branding guidelines. In the same way, you should really absorb all that there is to absorb when it comes to sales. Now the second best way to kind of get this into your way of thinking as a marketing professional is to read copywriting books, okay copywriters, the best copywriters, the the copywriters, the legends of years years past.

These are the people that understood human behavior understood how to get people to buy. Now. What I really like about copywriting books is that they can bind. You know all of these important elements: the cycle and user psychology, buyer psychology, a thorough understanding of the sales process and then putting those things together, how to craft a message that drives results, and so really the best copywriting books put all of these things together and You’re able to get all of this knowledge in one book: okay, otherwise you’re reading books on psychology on why people buy you’re learning about the sales process, reading books on on on just sales process and buying cycle, and these types of things.

And then you know messaging and storytelling, and but the best copywriting books are going to combine those three elements, and so last week I introduced my one of my favorites scientific advertising this week, I’m going to introduce another favorite. This one is building a story brand by Donald Miller, New York Times bestseller. This guy runs an agency at a Nashville. Tennessee has has had some pretty high-profile clients over the years, but I think now he’s primarily focused on driving this methodology into the marketplace.

Helping agencies helping businesses kind of get up to par when it comes to story brand and the story brand framework. Now, in this book he talks about how companies waste an enormous amount of money for to really two reasons. Number one is that they just felt a focus on what matters to buyers right and what matters to buyers. What really when it comes down to it. The reason people buy is because they’re either looking to survive or thrive, they’re looking for a transformation they’re.

Looking for your product or service to take them from their pain point to success and in reality you know, we waste a lot of money because we don’t get to the point and we don’t tell users, tell our buyers potential prospects. What’s in it for them, and specifically, what’s in it for them, it’s like what’s that result, what is that, after effect after you’ve utilized my product or service, the second way that, as a company you can waste, a lot of money is just being confusing.

You know, we’ve heard this: Barry Schwartz talks about analysis, paralysis and this whole idea that the more confusing your offer is, the more likely it is that you’re just going to run people off. I mean you have to keep things simple, and the beauty of a storytelling framework is that it allows you to keep things simple and really that’s what this book is all about. It gives you a framework that you can use, and by framework I mean like it’s a fill-in-the-blank framework that, if you just take it step by step, you’re guaranteed to not be so confusing in your offer or in your pitch and you’re, really going to focus on The things that matter to buyers, which is surviving thriving that personal transformation taking them from that pain.

Point to that success. That’s that’s what a framework allows you to do now in previous episodes. We’ve we’ve dug into frameworks, and we’ve introduced several different types of options when it comes to frameworks and Donald will tell you himself that you know he didn’t invent this. This his framework is based off of the narrative framework. The narrative storytelling method, which has been with us four thousand beings for of years, and what he’s done is he’s just taking this put it into.

You know this book in a way that you, as a business owner as a marketing professional, can understand and utilize and put into practice right away. So I want to give you some highlights and, and in the in the show notes we will definitely, you know, have a link to this book so that you can purchase it and we’re available. Should you have any questions like on this practice, this this framework methodology? Okay, so building a story brand.

So when we think about the framework itself, the story brand framework, it’s really quite simple: here’s how Donald puts it a character has a problem meets a guide who gives them a plan, calls them to action and that action either results in failure or success. It’s it’s. The sb7 there’s seven steps to it. It’s super simple. The way I like to think about it is number one you have to identify you have to in any sort of marketing or advertising.

You have to allow your prospect, your target market to self identifying. Okay. So when I say self identify that means that, if you’re developing a radio commercial, if you’re developing an online article, if you’re, writing website copy right there front and center, your character has to identify themselves and the best way to do. That is by identifying themselves with the problem and so, for instance, if you’re a marketing director who is struggling with trying to make sense of digital marketing and how best to utilize digital for your goals this year.

If you can say yes to that, and that’s the first thing that I lead with – and you say yes to that – then you’ve identified yourself as a potential customer for what we’re offering in that case and so really a character who has a problem. These first two steps is that self identification. It’s a question that you can ask this person this this persona, this customer avatar of yours, this customer segment.

It’s a question that you can ask them that they say yes to so, for instance, if you run a barber shop, it could be as simple, as is your hair a little too long. Are you looking forward to getting a haircut if you can say yes to that, then boom the story has begun. What’s next meets a guide? Now, here’s the thing a lot of times when we think of storytelling, especially as marketing professionals. We think that we’re the subject of the story and that’s actually not true.

We are not the hero of the story, you know every good story, you know that hero is on a journey and for us our hero is the customer, so the customer is the hero. Whatever it is that you’re selling your customers, the hero, not your brand okay, where does the brand come in? Where do you come in? You come in as the guide you’re the guide. That’s going to take them from that pain point whatever problem, it is that you identified you’re going to take them from that before state, as Ryan Deiss likes to say that before state and then you’re going to give them a plan that says: okay, you do this! You do this, you do this and you’re going to achieve the success that you’re looking for you’re, going to have this transformation you’re going to survive you’re going to thrive.

If you do these things, that’s a guide who gives them a plan once you’ve done those two steps, then it’s you got a call to action. If you don’t ask you don’t receive so, let’s call this person to action. Okay. How do you do that? Maybe in a radio commercial, what might you say you might say dial this number visit WWE you got to call them to action. You got to say do this: if you do this, you’ll receive this.

If you don’t, you won’t and that’s the final. The final step. It’s because this call to action if they don’t take it, you have to you, have to kind of point them back to where they are and say: listen if you don’t visit WWE, so you see calm, then you’re going to be exactly where you were yesterday. You’re still going to have this confusion, this pain point it’s going to be with you, but if you visit WWE solution, comm and sign up and follow through with the steps and take action on that plan, then you’re going to have this success that you’re going to Survive you’re going to thrive, you’re, going to see transformation for your brand as an individual you’re going to realize success and that’s the key.

A character who has a problem meets a guide who gives them a plan that cause them to action. Hinting at that failure that you’re avoiding reminding them of that and then pointing them to success. That is how, in seven simple steps, this book Donald Miller says that you can. You can clarify your message so that customers will listen. Okay, so, like I said we’re going to leave a copy of this or I’m sorry we’re going to leave a link to this in the show notes for today’s show and read this – I mean these.

This is great storytelling this. This is the type of book that will help. You grow your business. If you are an entrepreneur, if your startup founder, if you’re a foundation director like it doesn’t matter, storytelling, is key. We have been telling stories for thousands of years as human beings and storytelling. It’s really, you know at the end of the day, it’s copywriting and Donald is an amazing copywriter.

So when I think of copywriting books that can level up your marketing game, this is one of them. Okay, so check it out. Thank you for tuning in. If you enjoyed today’s show or if you’ve read this book, let me know in the comments I’d be be excited to hear you know, who’s already read this and what you got out of it. If you read it make sure to tell me what you got out of it and if you haven’t read it but you’re going to order it.

Let me know that too, because I want to. I want to follow up with you and figure out. You know what were some of your takeaways from this book at the back of the book is a lot of really actionable practical things that you can do with your website and so there’s a lot here. There’s a lot here for marketing professionals and for business owners. So so I highly recommend it again: building a story brand by Donald Miller.

Now, if this is your first time tuning in be sure to subscribe rate and review, we do this every single week you can get marketing agency, insights, best practice and ideas to help your business grow, and you know if you’ve been tuning in for a while. Do me a favor and share this with a friend tell somebody about it, especially somebody that is in the marketing profession, because we do this for marketing professionals to help.

You kind of you know, increase your knowledge so that you can increase your revenue, increase your salary whatever that may be. So, thank you for tuning in I’ll, see you next week, thanks for reading, if you like, what you saw subscribe then hit that Bell. You’ll be the first to be notified when new content goes live. After that you can read more articles or slam agents. We picked something we think you’ll love,


 

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The 4 Parts To Social Media Marketing

Welcome to the we are slam show where we share marketing agency, insights, best practices and ideas to help your business grow. My name is tyler kelly, i’m the co-founder and chief strategist right here at slam agency we’re a small but mighty full-service marketing agency that helps marketing directors, like you execute on your vision, execute on your strategy, just think of us, as the outsourced marketing department, with a Specialty really in digital marketing, and today I want to talk to you about social media now a lot of times when we think about social media.

We just think about the Big Five Facebook, Instagram, Twitter, YouTube and LinkedIn, but here’s the thing social media is so much bigger than that and as a marketing director, you really have to understand how big it is so that you can take full advantage of every aspect Of social media, okay, so social media is composed of four equally important parts. These are social, listening, social influencing social networking and social selling, and in this article I’m going to go through each one.

Social media allows us to social, listen, ok, social listening is tuning in to the needs and to the wants of our customers and social media gives us the platforms, the tools that we need in order to do this more effectively in the olden days we used to Do focus groups we used to do polling and all these types of things, but, as we know, these things aren’t really as effective as they used to be polls used to be the gold standard for determining elections.

Well, now polls aren’t written worth their paper that they’re written on right and focus groups used to be. You know the thing it used to be like: let’s go in, let’s talk with some people, that’s asking questions, but the dirty little secret. Is this people? Don’t tell you what is truly on their mind in a focus group situation. They tell you what they think you want to hear. We’ve known this as marketers for many years, there’s been a lot of studies, a lot of research that say for focus groups, just don’t give you the real information.

So how can you get the wrong information? Well, social listening is the way to do that. So how do you do it? Well, you figure out where your customers were your prospects, where your potential customers are okay online, whether it be Facebook groups, LinkedIn figure out where these conversations are happening, whether it be a forum or you know, on a blog comments. These types of things, wherever it is figure it out and then begin to listen, hashtag following on Instagram on Twitter.

This might give you some insight into what types of things your customers are talking about, and this is where, if you’re doing you’re listening right, you can really begin to tap into what their pain points are. What they’re psyched, what the psychographics are like, what their attitudes interests and opinions are, and this will give you insight as a marketing director into how to approach them through advertising and marketing real quick, a few of my favorite tools for listening in social media, an oldie But goodie HootSuite really great way to set up what you want to pay attention to and then go back to that daily and kind of see.

What’s new, what’s happening, HootSuite is an oldie but goodie a few others that I, like I like mention. I, like Agora, pulse and I like brand, read now the second part of social media that you need to be aware of and know how to tap into is social influencing. Now, when you think of social influencing, I want you to think really about influencer marketing. Okay, influencer marketing is something that has come on the scene.

You know in a big way the last couple years and there’s some really good uses of influencer marketing. There’s some really horrible examples of influencer marketing as well. Now, here’s the thing: if you go: google, influencer marketing or social influencing what you’re going to find is you’re, going to find lots of blogs lots of lots of articles that are all about how wonderful influencer marketing is, but for the majority of people reading this article, It’s probably not going to work for you.

Here’s the thing there’s been a lot of research recently that has that has shown that influencer marketing does not provide the ROI that it has promised that it would provide there’s a really great episode on Noah Kagan presents, which, by the way, is one of my favorite Podcast, if I tuned in to a podcast, I’m tuning into Noah, Kagan’s podcast, and this podcast was all about influencer marketing, the ins, the outs, what works, what doesn’t it was with a guy named Josh snow, who has really approached influencer marketing in some unique ways, and He shares his experiences and his data in influencer marketing to tell you what works and what doesn’t and for the majority of you reading right now, I guarantee that it’s probably not going to give you the results that you expect that it should all right.

The number three part of social media – it’s the big one, social networking now, when you think about social networking, there’s there’s some really big ideas, and I want you to. I want you to grasp the first is this likes? Don’t matter likes, do not matter. Okay, there’s an article, it’s called a thousand true fans, and it’s just it’s all about how just in life in business in the creative world that you can accomplish so much more with a small group of devoted followers raving fans, then you can, with a large group, Perfect example: Priceline, if you go to their Facebook page you’ll, see that they have millions of followers and their interaction rate.

Their engagement rate is so low, less than 1 %, and it just blows my mind that they can invest so much in this likes game. In this likes number and so little in engaging content, the secret here is social media. Networking is all about that devoted group of fans of followers who will buy everything that you put out that will engage with every post that you put out. This is what social networking is truly about, and if you lose sight of that objective, then you’re going to just be in this rat race that continues and continues and there’s no winning the better way is to mobilize the audience that you do have and not to Focus on all the numbers not to focus on all those people that aren’t going to become customer now, there’s a couple other things I want you to be aware of when it comes to social networking and the first is seeker versus engagement.

Remember this seeker versus engagement when it comes to social networking. There are two types of social networks. The first is seeker networks. Okay, a seeker network is it’s it’s kind of based on this idea of search; okay, it’s where you as a user, will go to that network and you will type in a search and you’re looking for something you’re seeking out information. Okay, a perfect example of this is YouTube.

People go there to seek out the majority of people, go there to seek out information. It’s the second largest search engine in the world, just behind Google, and so, if your goal with YouTube is to build like this massive network with these fans that are engaging, then there’s a super high bar to make that happen and more than likely you’re going to Have to invest a lot of money into making that happen, and the reason why is because you’re going against the flow you’re going against the current the current when it comes to YouTube, is as a seeker Network.

So what you should do on a secret network? Is you should build content optimize it for search optimize it for SEO so that when people go and they type in the search, your content is going to pop up on that first page of results? Okay, so on a seeker network, it’s all about! How can I optimize SEO optimize my content to be found to be discovered later on down the line? It’s not about building this massive blog, where you have a ton of followers and there’s just massive amount of engagement.

That does happen on YouTube, but that is those are the outliers. Those are the success stories. Those are the unicorns okay, the majority of YouTube and the majority of the people using YouTube, use it as a search engine. Now the flipside is engagement. Engagement is where you do have networks where people are engaging where there’s conversations where there is community being built. Perfect example: Facebook Instagram.

These are perfect examples of engagement networks. Now, what I want you to realize with an engagement network like Twitter, Facebook, Linkedin Instagram, is that these are the networks where you can do social listening, because these are the network. We’re conversations are actually happening where there’s groups where people are, you know breaking off into groups of similar interest. Okay, this is engagement networks, and this is where social listening happens.

This is also where you can social influence behavior by way of becoming part of the conversation by becoming a thought leader on the network and by generating and creating content, that’s captivating motivating inspiring that that drives action. Now. The second big idea that I want you to get today is this idea of opened versus closed networks. Okay, YouTube is a perfect example of an open network.

What does YouTube do when you search it, takes you to other people’s content and that most likely links out to the web very similar to Google right, Google, which is not necessarily a social network? Although many SEO s would argue that it is when you type a search into Google, what happens? Is you get a list of results on your search engine results page and when you click the link, it takes you to another site off of Google right same way with YouTube.

It takes you off of YouTube and then there’s no penalty there. Okay, this is actually encouraged. It’s the way that the open network is built. It’s built to lead you to content that doesn’t exist on their site. However, when it comes to closed networks, this is not always the case. A closed Network really penalizes you when you post content, that is not part of its network that is not hosted on its network.

Okay, Facebook is a great example. It’s a closed network. How can you identify a closed Network? Well, the first thing is in order to access most of the content. You need to be logged in okay. It’s a closed network YouTube. You don’t need to be logged in access to content, Facebook LinkedIn! You need to be logged in to access the content, so these are closed networks anytime. You have to log in to access to content.

Then what I want you to think of as a marketing director is, I don’t want to post third party links now. The first question I always get when talking with a marketing director is well Mike, my site’s, not really a third party link, because it’s my site, it’s my page and it’s my site, but you guys think about like this. It’s your brand on Facebook’s, page! Okay! It’s it’s on facebook.Com and because it’s on facebook.

Com, if you put a link to your site in the post to your site, that’s a third-party site, meaning Facebook doesn’t own your site and because of that, and because Facebook is a closed Network, then what’s going to happen. Is Facebook is going to penalize you? I know they say that they don’t, but they do. Experience shows that they, just they don’t show content when it’s when it’s a youtube link, they’re not going to show it to very many people.

You can test this on your own pages when you post a link to your website, they’re, not going to show it to very many people and because Facebook is really built on this snowball algorithm, which is like the more people that like and engage with your content. The more they’re going to see your content and the more they’re going to introduce your content to new people and then on the flip side, if you post a link, no one sees it.

No one engages with it, then what you’re doing is you’re digging a ditch for yourself anytime, you post a third-party link on your site, so be very wary of any time. That might be the case when you want to do that when your boss is like. I want to post a link to you, know our products page here on the site. The reason why Facebook introduced shops is because they don’t want you to go to your website to shop.

They don’t want your customers to go to your website to shop. They want them to shop on Facebook, because Facebook is a closed network and they want everything that happens with their traffic to happen on facebook.Com. If it’s not happening on facebook.Com, then guess what very few people are going to see it they’re going to push it to the side and they’re not going to show it to anyone. So as a marketing director anytime, you have a third-party link on a closed network.

Realize that it’s not going to get very far, the fourth part of social media is social selling and I’ll. Let you in on a little secret. It’s not selling at all, rather social selling is all about building a brand. It’s all about becoming a thought leader. Building familiarity, we’ve talked several times over many episodes that people buy from those that they know like and trust, and the quickest way to drive an increase.

Likeability is by building familiarity it’s by being present by being out there. By having your face out there, the more people see you the more they like and the more that they trust you. I know this is crazy, but it’s it’s a fact. The more they see you the more they like and trust you. As a matter of fact, it’s called the familiarity bias so build it. Put your face out. There put your brand out there be out there be out there as often as you possibly can, and do so.

The step up here. The level up here is, if you’re out there with valuable content. If you’re out there as a thought leader, then people will begin to see you that way. Why do we do that? We are slam shell, so that we can share our experience. We can share our insights, our knowledge with marketing directors like you, so that when the time comes for you to hire an agency, if, when the time comes to, when you just can’t execute – and you just don’t – have the bandwidth to do everything that you need to Do you know in-house, then it’s like okay, we’re going to think about slam to be that that digital partner to be that outsourced marketing department that we can hire that that I can use as a marketing director to do everything that I need to do in terms Of like graphic design, article copywriting social media, digital advertising, I need a team like that, and rather than hiring that team one by one and figuring out, you know who’s who’s good in this position in this position and managing all those people.

Rather than doing all of that, I’m going to hire slam because by hiring slam, I get all those specialties. I get all those people, but I get a team that works well together and that I can provide vision to and strategy for and that they’ll execute on that and it’ll be amazing for my bottom line. Okay, that that’s the value there and that’s why we share content like this, to make you aware of our abilities to make you aware of our knowledge and our capabilities so that when the time comes, you already know who to call that’s what social selling is social Selling is not me hitting you up on LinkedIn and being a nuisance.

Okay, that is social spam. It’s not social selling, so you know why do i? Why am I never on LinkedIn? Why do I just despise LinkedIn? Why do I think that, like everyone in the business world, putting their time into LinkedIn is a waste of time, because it’s a spam network? You can quote me on that. It’s a spam Network and everyone, that’s on LinkedIn for the most part, is usually LinkedIn in the wrong way and just you know, rabbit trail.

If I want to engage and connect with the rail people, then I’m not going to do it on a network like LinkedIn. I’r going to do it on a network like Facebook or Instagram, and the reason why I do that is because that’s when people put their barriers down and that they’re there there they are their real selves at that point on LinkedIn, everyone just has like a mask On it’s the business, you know it’s business, business, business and everyone’s in that business mindset and it’s hard to break through that and really like what most people do to break through that.

It’s just spam, the heck out of you – and I don’t like that. I don’t like LinkedIn, you can quote me on that. Social selling is not social spam, so, rather than hitting somebody’s email, inbox or you’re, deeming them and like just bugging the heck out of them. How do you prospect well inbound prospecting is the key, and that is by putting out articles, putting out post that that provide information and value to the reader and putting that out there, knowing that when the right person comes along and sees that content that they’re going To reach out the final thing that I want you to think about, when you think about social selling is what I call trigger events this could be on.

You know one of the ways that you could use LinkedIn, it’s like okay, I just got a new job. It’s posted, like so-and-so, just got hired here. That is a trigger event. That’s an event that you should be aware of, because it marks a change in that person’s status in that person’s career, and so you know rather than you just saying, hey Congrats, take a note. Knowing that you know if your marketing director you just got hired on as a marking director, your onboarding you’re learning about your new company, there’s a lot of stuff going on, and if I were going to contact you, it’s not going to be on day one right.

If I were going to reach out to you, if my goal was to do an outbound prospecting, then I would I would look at that trigger event, and I would know that within a month and a half two months, that’s probably the time when you’ve got your Bearings and your ready to begin seeking out help, and at that point I want to make sure that you know about who we are and what we do. And so, if I paid attention, if you’re you know one of my targets, if you will, if you’re somebody that I want to work with, and I’ve paid attention to the fact that that you know you started about a month and a half ago, then now I Know that it’s probably a good time to get on your radar.

Okay, this is trigger event awareness. The other thing is just buying cycle awareness, and this is where social listening comes in in regards to social selling. You have to be in tune with those accounts that you want to work with, so be aware of that buying cycle be aware of where they are in that consumer journey, and you can do this with social selling, okay, so the four parts of social media, social Listening social influencing social networking and social selling be sure to listen to this a couple times because there’s a lot of good info in this podcast next week, we’re going to talk specifically about social media networking and how you can get the best bang for your buck.

With the big five all right, if you’ve enjoyed this podcast if you’ve been joined, this show do me a favor, and let me know anywhere where you listen or read. Leave me a comment. Send me an email, Tyler and slam. Agency.Com I’d be happy to connect with you now, if you’re looking for an outsourced marketing department, if you need help right now, give us a call shoot us an email or go to our site. Slam.

Agency.Com click on the free consultation button and we’ll be happy to chat with you. Thank you for tuning in I’ll, see you next week, thanks for reading, if you like what you just readed subscribe, then hit that Bell you’ll be the first to be notified when new content goes live. After that you can read more articles from slamming agency. We’ll pick something we think: you’ll love,


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Top 5 Social Media Best Practices of 2020

Welcome to the we are slam show where we share marketing agency, insights, best practices and ideas to help your business grow. My name is tyler kelly, i’m the co-founder and chief strategist. At slam agency. We are a small but mighty full-service marketing agency, that really works as an outsourced, marketing department for marketing directors like you marketing directors that have an idea and a vision for where you want to go.

But you don’t have the team the time or the bandwidth to make it happen. That’s where we come in now today, we’re going to give you some insight into how we do social media. In fact, these are my best practices for social media networking now, typically, this is the type of information that an agency would want to keep to itself, but we’re not that way. As a matter of fact, we know that the more we give the more we receive, and so we just want to give you as much knowledge as much value as many insights as we possibly can, and this show today is going to do just that.

Okay, so let me ask you a question: what do you think is the number one reason people unfollow a brand on a social network, any ideas. Well, let me tell you it’s because their posts are too promotional. Okay, I’m going to share with you our rule here at slam. We call it the 80 % rule. This is a big one. I want you to write this down. No more than 2 out of every 10 post should be promotional, and this is true on every network, no more than 2 out of every 10 post should be promotional.

This is the 80 % rule. As a matter of fact here at slam we like to we try to make that the 90 % rule and with many of our clients we try to make that to 90 % rule, and so now I know you’re thinking as a marketing director. Well, you know my job is to promote the business that I work for. My job is to promote my brands, so you’re telling me that I’m I shouldn’t really be doing that in social media.

What should I do good question key is to really create content that people on an engagement network can get behind can share, can engage with, can can have conversations around. This is the type of content that you like to share. As a matter of fact, we do social media for an HVAC company. Can you believe it an HVAC company now, typically, this would be. You would think pretty dry content right. It’s like hey, let’s fix the boiler, let’s fix the furnace.

Let’s those are all promotional types of things, so when we got around as a group and we begin to brainstorm what types of content would work well, we had to come up with content that wasn’t necessarily focused on what they did and so what we had. So what we did was we looked at you know, associations we looked at, you know where were they giving money? Where were they donating their time and one of the things that we realized was that they were really dedicated and devoted to the humane society, to making sure that pups had a home? And so what we wanted to do was number one was highlight.

That association highlight that relationship, and we did it by creating a pet of the month contest where essentially, people would submit photos of their pets, and we would select a winner each month where professional artist would then create a portrait of their pet. We would give them the portrait. The client would give them the portrait and then that portrait would be hung in a pet Hall of Fame and our clients office, and this has been going for over for almost two years now, and it has been one of the most viral campaigns we’ve ever put Out because people are engaged and what this does is, it puts our client on their radar so that when it’s time to pick an HVAC company, they know who they are, what they do and they have a connection to their brands.

So they’re going to call this company that’s one way that you can promote without promoting in social media. So one of my five best practices well number one is what I call pee pee pee pee. Now we hear all the time about b2b and b2c, which, if you’re wondering business-to-business business sumer these are these acronyms that we hear all the time in social media. I really want you to be focused on this idea of p2p okay.

This stands for person-to-person. Social media is a personal experience right when you log in and you’re you’re you’re scrolling through your facebook feed, or you know, you’re flipping through Instagram photos or stories. It’s personal, it’s personal to you and so as a brand. What you have to do is you have to make sure that everything you do is personal. It’s person-to-person, don’t think of it like you’re on this, don’t think of it as like you’re on this big hill and you’re talking down it’s.

Never it’s never about me as a brand talking to this, this mass of people right, it’s about me as a brand as as a person connecting with another human being person to person. Okay, if you keep that in mind, then when you sit down to write your social media post, when you sit down and communicate, then you’re no longer communicating to the masses but you’re communicating to individuals to human beings and you’ll notice that your copy will dramatically improve.

If every time you sit down to write something you think P to P, the second best practice is the 80/20 rule I mentioned and again, because it’s key, no more than two out of every ten post should be promotional. Okay, the number one reason that people unfollow brands on social media is because they post too many promotional posts. My number three best practice is perception is reality now I really want you to think about this, because this is really key.

Okay, perception is reality. What does this mean? Well, what it means is that, however, I perceive you to be as a brand. That is my reality now remember. Social media is p2p, it’s person-to-person, so it’s not about what you think of your brand. It’s what I think of your brand. Okay, and for me, my perception is my reality: now you might be thinking. How can I influence someone’s perception of our brand and that’s a really good question? As a matter of fact, we talked about that a few weeks ago in our show about confirmation biases as a marketing director, you can utilize confirmation biases to your advantage by number one being aware of them and then number two by utilizing them ethically.

Okay, social media is a great place to apply some of the principles in that episode, which will link to in the show notes. Okay, here’s three things I want you to think about. When you think about perception is reality, number one is familiarity, bias. Okay. This is key if you are building a personal brand, if you’re building a brand, where there is somebody front and center, then you want to make sure as a marketing director you put that person front and center over and over and over again, because people buy from Those that they like and trust and in order to accelerate this liking, and this trusting you can build familiarity.

This is called the familiarity, biased, which simply says that the more people see you the more they like and trust you, okay, if you’re a brand that doesn’t have a person that you can put forward as the face, or you know a group of people that you Can put forward as the faces, then that’s where you really need to take a step back and think about how can we, as a brand that essentially, is recognized by a logo? How can we become more personal? How can we be more p2p so before we even get to this point, you have to think about p2p, and how can you do that as a logo as a corporation, if you’re just posting from this entity, that is unapproachable, then a lot of times you’re not Going to be as engaging in social media alright, this is why fast food in fast food, you see the trends with comedy it’s where Wendy’s and Jack the Box they’re really able to build this p2p to build.

This perception is reality through the molarity. By being out there by injecting their brands and making them more personal, okay, this is this is where comedy really comes into play. The number four best practice that I want you to be aware of is to follow blog norms. This is so huge because a lot of times this just doesn’t happen. Okay, we think that we can just create a article for youtube and then just like distribute it in facebook and in turn all these places.

But the thing is number one: each blog has its own norms in regards to formats in regards to times and links of articles in regards to the way that people communicate. This is a big one right so like on Instagram stories, I’m going to communicate differently than I would on a Facebook post. I can’t put hashtags in a Facebook post and expect those hashtags to go too far. The hashtags that I use on LinkedIn are going to be completely different than the hashtags that I use on Instagram and so, if you’re taking social media as if you’re taking the approach of I’m just going to create one piece of content and then put it everywhere.

You’re taking the wrong approach, you need to follow blog norms and what that means. It’s like you have to be in each blog authentically in a matter of fact, that’s number five number five is be authentic, no one likes it when you’re, fake and in social media. We can tell okay, we can tell when you’re, not being your true self, when you’re not being your true brand. Okay, it’s obvious people, they have a, they have a BS meter and and – and we can see it a lot of times – brands get into trouble because they’re trying to be something that they’re not remember, p2p, remember perception is reality and kind of just be yourself, be Authentic authenticity is all about being true to your brand values being true to your brand voice.

If you can do that, then you can be authentic. These are my best practices for social media networking and I hope that you’ve been able to take something from this article. I hope that you’ve been able to pull something that you can use today. I want to leave you with this one final tip editorial calendars, use them. Okay, it’s super important that you get organized as a marketing director and the best way to do that in social media is to utilize an editorial calendar, an editorial calendar just at a high level.

It allows you to organize your promotions. You know any special events, any dates that are that are important for your business. Your brand, you list those on a calendar in any kind of high-level, insert ideas for the types of content that you want to happen week in and week out on, each of the networks. Okay, I promise, if you, if you aren’t using the editorial calendar – and you start using one you’re, going to instantly – feel more organized you’re going to be able to report on what works.

What doesn’t work you’re going to know? What’s coming up, you’re going to stop doing things last minute or in the moment, and it’s really going to allow you to implement the best practices that we talked about and it’s going to allow you to really level up when it comes to your social media game. Okay, so a few quick tips for editorial calendars number one editorial calendars use them now. If you’ve enjoyed this episode of the we, our slam, show if you haven’t already please subscribe, you can do that on.

You can follow us on Spotify. You can subscribe on iTunes. If you’re reading on youtube be sure to number one subscribe and then number two hit that Bell and if you’re you know, reading a clip on Facebook or anything like that, do me a favor Instagram TV. Do me a favor and let me know like shoot me, a comment DM me or you can email me at Tyler at slam agency com. If your marketing director, looking to up your social media game, we can help you with that.

This is something that we’re really passionate about and something that we’re really good at it’s taking. You know just your your ordinary SEO and taking it to that next level, I’ll be happy to share with you some of the things that we’ve done for brands, big and small, and hopefully we’ll partner with you to do something amazing. Now, if you want to reach me in that capacity, just go to slam agency.

Com and click the button for free consultation, it’s the big pink button at the top of the page. You can’t miss it. Thank you for tuning in. I will see you next week, thanks for reading, if you like, what you saw subscribe then hit that Bell you’ll be the first to be notified when new content goes live. After that you can read more articles from slam agents. We picked something


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