Why Your Social Media Is Being Ignored | WWIN August 2019 - Ashley Alderson

Time to grow, running your numbers, all the things every day. So our mission, our entire team's mission is how can we take a weight off of your shoulders? How can we see from a broad view what's happening in the industry, what's working, and then bring it back to you so you can implement it as you do in your business. So I hope today that's really what we bring. I want to ask you guys, how many of you are frustrated with social media? Okay. How many, how many of you like, your arm get sweaty when you have to write an Instagram like, post description? Right. It's as painful as writing a product description sometimes, right? And you want to punch Mark Zuckerberg in the face sometimes when there's an outage on Facebook. How many of you guys had the outage? You had to deal with that several times. Know the comments. Little team is like, yes, amen. It can be often frustrating. So I want to talk today about some common struggles and how we can overcome them. I've got five things we're going to talk about, but I know you guys are working so hard to build your brand, to do great product photography, to set yourself apart, but the issue is, if nobody sees your content, they can't choose you. I saw this saying a while ago, a brand is waiting for people to choose you. And I thought about it this morning in two ways. A, that's what boutique owners do. This is what sets boutiques apart from big box stores every single day of the week. Right? This is why people choose you. It's your greatest opportunity. But if nobody sees your social media, right, no one gets your emails or your texts, it's pretty hard to make that business work. So that's what we're going to try to tackle. So we're going to talk about five ways to get social media working for you. The first way is I want to talk about the algorithm for a minute. I'm going to show you what I call the reach train. And I've talked about this before and I'm a little bit. So how many of you guys feel confident you understand the algorithm's purpose? We're laughing, right? I should have started with this. Let me ask you this first. How many of you feel very new to social media? Start there, not basically today. Okay. How many of you feel intermediate in the middle of social media? Like you kind of get it, but you want more? How many of you feel like, I really know social media, but I'm still looking for what's next. Okay, good. So as I'm talking. I want to make this as interactive as I possibly can. I like to talk. I'm from a family of six. I'm the youngest. I have to get my voice heard. So interrupt me and ask questions if you have any questions. Okay. I'm not here to stop and go down deeper or more basic, whatever we need to do. So let's talk about the algorithm a little bit. Basically, the algorithm is this in a nutshell. Facebook and Instagram want to know that they're serving all of their users the most relevant content that they're going to interact with. And the purpose is when people interact and enjoy the content they're served on social media, they're going to spend more time there and they're going to serve in more ads because. Which means more money for social media. Okay, so it's all a money game. This is a business, after all. Right? So if they feel like people are not interested in your content, they're going to show them something they think that they are because they want to keep them engaged. So as a business on social media, our strategy has to be, how can we draw a click? How can we get a click? How can we get someone to stop the scroll for a half a second? Because they aren't just measuring clicks, but they're measuring eyeballs. So as you're doing this with your thumb, the second you stop, and even if you don't click, you just pause and look at something that's a part of the EdgeWrite algorithm, it's going to measure that. So our goal is how do we get a click? How do we get them to stop, scroll? But then it's going to start to look at things like how many people engaged with that content and how fast did they engage with that content? So every post you're making on any channel strategy has to be, what is my purpose of this content? Right. I'm not just going to post this cerulean sweater so that people can see the cerulean sweater. I want them to do something. So I say, look at my beautiful cerulean sweater. Does anyone else quote that movie? Okay, we do a lot on our team. Beth especially quotes that movie a lot. Here's the sweater. Dallas Hughes. Like one? Here's how to purchase it. Or do you love cerulean? Tell me down below. Drop a link in the comments. Do you like this or that? What is the question I'm asking? I want them to take action with that content, and the algorithm is going to start to pick that up. So knowing how the algorithm Works and kind of pairing one post off with another, which I'm going to teach you about three different content buckets in just a minute. This is where I came up with this idea of the reach chain. So breach training is basically if someone interacts with my content, right, then Facebook knows that they're interested in my content. Now, whatever comes next, they're going to see. And if they continue to interact, they're going to continue to see my content. But if they fall off somewhere, they aren't going to get served. So if I'm doing like a giveaway or a meme or a quote or something that's engaging, lots of clicks. Now I want to make sure whatever comes next is something that's like a for sale product so that people have a path. Does this make sense? Right. The more they engage, we've got a sale item, then we've got a personal story which makes reach show up. We've got a sale item which maybe it drops a little bit because they aren't interested in the product. Same with the second sale item. Now we're going to spike into a giveaway. And the more we keep leveraging these different buckets of content, the more our reaches organically grow over time. You guys with me so far, I see lots of heads on. Okay, so that's the basics of how the reach train works. And so when we're thinking about the types of content we're posting, we really want to keep this in mind. How can we post something that's highly engaging and then offer something that's actually for sale? Think about it this way. Organic content is just like Facebook ads in terms of content buckets. There's always a funnel in everything we do. There's top of funnel, middle funnel, bottom of funnel, top of funnel. We're just trying to get people who are a whole audience who don't know us yet to simply again, click or stop to scroll. They don't have to purchase anything. They just have to show that they're interested. And then the middle of funnel, now we're saying, okay, you're interested. Now I want you to actually click or visit my website. I want to take my relationship a step further or I'm going to point purchase something. And then the bottom of the funnel is the people that are the hottest leads of all. They're either ready to purchase right now or they've purchased from you in the past and you're asking them to purchase again. So organic, you can understand how that works. And Facebook ads works the same way. So we're doing engagement Facebook ads on the top of the funnel. Then we're doing clicks to website ads or conversion ads in the middle of the funnel. And at the bottom of the funnel, we're going straight for conversion ads where we targeting everybody who's been to our site. All right, so how the algorithm works is definitely. Number one. Let me, before I go on to point number two, one more thing I wanted to mention. When we're posting quotes and things, which I'm going to talk about that in a second, I want you to think about even that call to action that they told you about with the cerulean sweater. The same is true with quotes. We aren't just posting a quote, but we're asking them to take an action on that quote, like comment, tell me what you think, give me your thoughts, give me your opinion. Always be asking people to take that next action. All right, so selling is not serving. We want to make sure we're serving by building a relationship with our customers. First, let's talk about the content recipe. And this is going to go back to the reach Train the content recipe for Batiks country from three ingredients, three different buckets. The first bucket is branded content. Okay, so branded content is anything that's related to your brand, but not particularly selling something. So it's behind the scenes video. It's you at market saying, hey, I'm on a buying trip. What do you guys think about this or that? It's simply letting them know who you are. What is your brand? Does this person really fit me? Does this boutique really understand me and get me and do I want to do business with them? So branded content is taking them behind the scenes. It creates community, right? Facebook groups create community. That's a great place for branded content. Facebook groups, Instagram stories, Facebook stories, those are all perfect places to really, really push branded content. So there's a couple of post ideas and I'll give these slides to anyone who wants them so you can get some of the ideas that are up here. But videos of any kind, behind the scenes sneak peeks, fashion tips, photos inside of your store, your windows, your own outfit of the day, how many of you guys as owners, when you come to work and you're not wearing sweatpants and a top knot because that happens too. But when you have an outfit on from your store, how many of you are taking outfit at the the day and then sharing it with your customers? Simple way to do it. You're already doing it with all the clothes that are in the store anyway. Or they're online. But your simple outfit of the day is just another way to educate them to build a brand and show them how you would style the products in the store. So here a couple ideas. Gosh, these are old screenshots. This was a long time ago, but personal stories came from. Right. I love that Lori Bath K Boutique. She's just telling a story about the name of her boutique and about her daughter outfit photos, family photos, more about your mission, your why and your purpose. Simple ways to draw engagement. And as a part of the reach train. How many of you guys notice when you post like a family picture or a personal picture on Facebook? Up. Right. So we're leveraging these to get more reach. And now we can show our products after this type of post. Okay. The second ingredient in the recipe is sale content. And this is pretty straightforward. What do you have selling? What are the products to carry in the store? What do you have on the website? So there's a number of ways that we can sell products either online or for those of you, how many of you have brick and mortars but don't. Just don't sell online. Okay, so this is still relevant to you. Okay. Even though you're asking people to come to the store and purchase, you still have to show them the product online and then tell them how to purchase it, how to come into the store. What are my hours? Can you do layaway? What are the other options that your customers have? So this might be you have a website. It might be you have fun that's sold. It might be you have an app. App. It might be to comment below and I'll send you a PayPal invoice. Right. There's a number of ways you can share this content, but the most important thing is to make sure our customers know. Right. We trained them. How many of you guys have ever switched, like how you sell your products and then wondered why your customers didn't catch on? Have you done that, say, like going from a website to comment, selling or live sales right into your customer. Customers time to understand how that transition is going to happen, how they can purchase. A lot of people lose customers at that period, unless they're really, really adamant about teaching and training their customers how to purchase those products. So this is your app, right. It's going to sell the product and all social channels have it. Facebook, Instagram stories, Pinterest, your emails, your text, your app. There's a number of ways to share the actual product and ask them to make the purchase. Could be sending image, item With a link, it could be comments, purchase recap posts and live sales. All Facebook opportunities. The thing that is going to sell, I think these are old screenshots, but the things that are going to sell your product the most are those. So specifically speaking to those of you who are new in business, this is your first year. How many of you guys would agree to give this advice to newbies? The most important thing you can do is get your own way. Brand of photos, right? Makes a huge difference. Because your photos say more about you than anything else does. More than words can. Your customers won't be able to recognize you. I look at Erica Kennelly's photos, I know immediately that's what's the arling routine because her photos are always very similar. What else do we have here? Pink pig, Ella J, Tori with pink Lily. Your photos will create your brand time over time. Just the very specific with how you want people to purchase. There's a link. What is this? A gift for a giveaway? Every single item is linked and you click on it saying, here we have post. Every single item is linked. All right. The third content D is engaging content. Engaging content's purpose is specifically for the reach training. It is specifically to help us get more clicks, more engagement so people can see the next post. It doesn't have to be related to our brand. It doesn't have to be related to a product that we're selling. It has to be lifestyle content that we know our customers can engage with. Right. How many of you guys really, in the last year of social media, this idea of building relationship, building community, pure authenticity. How many of you have felt like your customers are like your sisters? You guys feel like you have that relationship with your customers. It comes from this type of content of knowing, man, you know, my, my customer is usually the mom of small children and so I know she's going to love this link that I shared on. What did I share this week? Lucky charms. You can buy lucky charms now that are only the marshmallows. Does that annoy anybody? Like my 5 year old, that's how she eats lucky charms. She just picks out the marshmallows and eat them. So I mean, I would never buy lucky charms that are just marshmallows, although she would want me to. So I'm going to share that content because I know my community is going to love it. They're going to really to it. Same with yours. How can you just build that relationship with this type of engaging content? Sometimes people will ask, do we share that more on the group or the page. You guys ever wondering that? So the way I think about it is this. Our page and our Instagram feed are always more professional, like a business part. And our stories. How many of you guys let your hair down on your stories and have fun on your Instagram stories? Right? Yeah. So your Facebook group, your Instagram stories, those are great places to have these conversations and to keep your feed a little bit more professional. Oh, gosh, poor crystals. I just love seeing bingo. Where are you from? Kentucky Derby quotes. It doesn't necessarily have to be about your business, but again, it's just lifestyle content. All right, let me mention this. So there's three ingredients in the content recipe, but there's a fourth. I call this like dessert. This is the dessert. And that's giveaways. So you don't want to be spending a ton of money on Facebook ads. Giveaways are the secret content. And there's really two main types of giveaways. Engagement giveaways and grow cordless giveaways. Engagement giveaways are just, hey, comment below for a chance to win a $15 gift card. However you want to break that. With Facebook's giveaway, you can break that. And then the growth giveaway is to build your email list to get people to download your app, to get people to watch the live sale. I'm thinking Mindy's live sales are, you know, her customers know there's going to be a giveaway every time, so they start sharing her live sales immediately. Giveaways are such a great way to build reach. You just have to train your customers that they're coming. And when you give away that $15 gift card, how many of you guys have had this experience? You give away a $15 gift card and two things can happen. One, the person doesn't spend it or two, they come in and they spend 30, 40, $50. How many have had that happen? Lots of money. Yeah. So there's great opportunity there to just leave that little piece of here's what's in it for you. And they're going to come in and more. All right, so tip number three to maximize social media is to be a style educator. I don't know if you guys have noticed the trends in what big box stores are doing. The ones that are still open, they're trying to learn. Have you guys noticed this? They are trying to page out of your book and that is to be styled because that's something they hand over. Unless you were Evan, you looked at what is wrong, Right? So this Is your opportunity to say, hey, I know my customers again, is she a mom of small children? Is she a woman who has curves and has questions about her body type, like, what is it for her? How can I educate her even more on how to dress her body, how to have the right fabrics, how to have the right fit, all of these opportunities. So a lot of times when you're creating video content or creating social media content, it's not about selling, it's just about educating. And then the products are selling themselves, but you have to show them how. So let's kind of look to the idea of price. You guys maybe can't. You've heard me talk about this too. Ideal price is the point at which the perceived pain of letting the money come out of your pocket is minimized by the perceived value that someone thinks they're going to get out of your product. Does that make sense? It's where the value and the pleasure of that product outweigh the pain and the money you pay for it. So if you want to make more money in your business, if you want to get more margin, if you want to charge more, you have to up level the value. Right. How many of you guys carry a lot of fast fashion brands and are wanting to get into better brands, upper brands, a little bit more expensive brands? Yeah. So this is the number one tip I really want you to take home is how can I educate a customer about product? So when I have newborn babies and they were puking on my shoulder all day long, like give me the $20 T shirt, so I'm going to burn it later and that's okay. I washed it once and it's garbage. But now I want something that's quality, that I can mix and match with fast fashion. I want better quality pieces. That's why I would be at the windshield. Right. You're going to find those types of pieces here, those types of pieces that project. I want to have those products I can mix and match and wear them and wash them a number of times. I don't sort my laundry by color. Does anyone else have like a busy life with kids and they just throw all the crap in together? Yeah. Okay, that's me. Like if you can't wash with them and something else at the same time, it does not work in my house. So that's what I'm looking for. So what is your customer looking for? Right. I'm going to talk about this more in just a minute about knowing your customer. But this is where asking her those questions really comes in how many of you guys feel like your customer has evolved a ton in the last, say, two to three years? Like she's changed. Right. So if you aren't constantly asking her questions, then we're going to get scale. We have to be able to change with our customer and know how to educate her on whatever life is handing her at the moment. This is also where collections. Do you have another slide on this? Yes. This is also where collections and recommendations come in. This is where merchandising comes in. So those of you who have brick and mortars, you merchandise your customers fees, right? You have window displays around the 4th of July and holiday and all these features, people are shopping. Those of you who are online, you have the same opportunity with recap posts that you're putting on social media or with your home page. Right? Homepage collections are one of the greatest missed opportunities by online boutiques right now. So how many of you guys, when you look at your website's homepage, have the back to school shop working day collection of right now? Love you. Yeah. So again, I'll use my life as an example. Busy mom, have small kids. I want to know that when I'm back to school shopping and I'm looking for denim, that this store has it. So when it comes to your website homepage and they'll, oh, yes, there's a basket school collection. Oh, yes, they do have a game day collection. Oh, yes, we do have this thing I'm looking for. So if we aren't constantly updating those collections across all of our marketing channels, we're missing an opportunity to let that customer know, hey, we have exactly what you need. Here's an easy way to get it right. Here's one click to get to that thing that you need. All right, let's talk about your customer. Right? How many, how many online affordable trending boutiques are there today? You guys are grumbling. Come on. How many online affordable trending boutiques are there today? Everybody wants to do that. Everybody who's brand new this business says, you know what, I'm opening a new boutique. It's going to be online and it's affordable and it's going to be trendy. And you're like, you're great. Okay, now what are people buying for that fatigue? Because they aren't setting themselves apart, right? They don't have any kind of specialization. So what is your gift? What does your customer need? How are you going to use social media and your video marketing to really set yourself apart in that arena? When is the Last time you guys sent a survey to your customers. Has anyone sent a survey survey in the last six months? In the last year? Okay, who? Let's. I'm not going to just like put on the law machine, but who hasn't sent a survey ever? A couple people. Who hasn't sent one in the last two years? Couple people. So every six months there's an opportunity to just touch base with our customer and they feel so good about it. How many of you guys that send surveys are surprised when your customer comes back and says, hey, thanks for asking. You made me feel heard. Mary Kay Ash always had this thing. She said, always visualize the other person as having a sign around their neck that says, make me feel important. Make me feel important. So the more they get up to our customers by asking, what do you think about this? Maybe it's just daily on social media you're asking. The question is how? How can we make her feel important? Like she has a voice in what it is that we're creating. When you target everyone, you reach no one. You know, Another thing I think is really easy to do in this realm is making assumptions about our customers. And I'm going to go back to this idea of price for a second. If you're a boutique that wants to uplevel your pricing, you want to create better quality brands, right? It's really easy to project, I'll say your money mindset onto your customers. You guys know what I mean? Like you say, I'm from a small town. Y. I'm from in North Dakota. It is small. You love. Yeah, same. Same place. Same place. So it's small. So it is so easy to go. You know what, I just don't think my customers will pay for that. Right. I just don't think they'll pay $40 for a T shirt. Right? It's easy. But how? Ask them how. We try. That's always a question. I know my customer will spend $300 on a pair of elbow boots. So why wouldn't you spend a little bit more on a higher quality item? Right? So how can you start to have that question and really set ourselves apart with price? Sarah's in here. She's videoing, but she tells you a story. And I love this story about her staff and her store. And I'm going to butcher it. So I'm going to. Sorry. You'll be all right. She talks about at the holidays, she had a gentleman that often came in shop with his wife at a store, and he was, I think, a mechanic or Something like that. And he would come in, you know, take a toe briefs, but looking for his wife. Her girlfriend and one of her team members one day was going to help this gentleman shop. And I think it was Barefoot Dreams or something like that. He served blue willies, actually. Does anybody remember blue willies? Sweaters. Oh, yeah. Okay. Yeah, it was the blue willies that he was looking. Oh, 300 some dollars. $300. And this girl was maybe high school. Yes. Okay. So high school girl helping this gentleman covered in grease. And I think he walked by and looked at the sweater and she said something like, oh, no, you know, that's a sweater. Kind of like, no, you don't want that. Let's keep moving. She just kind of projected what she thought he would pay based on how he looked and walked by that huge sales opportunity. Right. So I think he did come back and said, no, no, no, I. I want that sweater. Right. And probably bought other things. At which point I am running from the bed. Yes, of course. Let me tell you, it's a great training opportunity for my young staff member as well. But yeah. Yes. So, I mean, how many of you guys feel like you maybe have an opportunity to ask more questions of what your customers need? Because we don't always know. And it's a sales opportunity, too, for your team. You just talked about team building. I know. How many of you guys have sales staff that help either in the brick and mortar or they're helping with social media. Your online social media people are your floor salespeople. They have the same goal.

Right.

So how often are you guys, especially now as we're coming into the third quarter, coming into the fourth quarter, busiest time of year. How many of you guys have a sales training program for your team? Maybe like on a weekly basis, you've got meetings and we're going over with our team opportunities. So right now is a prime opportunity for that. Every time new products are coming in, for every week until the end of the year, here's your opportunity. Whether it's you or whether it's your team training one another on how do I style that product, how do I sell that product, what's the actual benefit and feature of that product? You had another story about what was it like a wrap that you could wear? Oh, yeah, several different ways. And it wasn't selling at all. It was just hanging on a hanger until Sarah took the team and showed them, okay, here's how you wear it. You can wear this in five different ways. Look how versatile it is. You're Going to save money, so on and so forth. And now the items sold out. So huge opportunity there until the end of the year. All right, so let's talk about this. Tip number four. How many of you feel totally overwhelmed by the amount of content you can post on a weekly basis? Your hands are not very tight. Okay? Overwhelming, right? You can feel like, gosh, I just posted to Facebook. Gosh, I just posted to Instagram and I just put up a story. And I don't know about you, but I feel like there's only certain days and times of the week that I feel creative. And it's usually the morning, maybe like two days a week, three days a week. So, like, that's my zone to create content or write blog posts or whatever it is, do the podcast. But other days when I'm so busy in the weeds on something else, I don't have time to be creative. So I want to give you a strategy today that I talked about a little bit of the critique summit. This year, I'm going to give you some of that content, so maybe this can help alleviate some of the stress you guys are under. So you've all heard the sevens rule in marketing, right? Where your customer has to say something seven times before taking action, which that feels daunting in itself again. But really, I want you to just flip your mindset for a second and think about this as an opportunity. So if your customer needs to see something seven times to take action and you create one piece of content, how much less content do you need to create throughout the week if you know you're going to use that one piece set in your ways, make sure sense. You should kind of feel a weight off your shoulders. Like, man, if she needs to see that seven times or seven ways, if I just have one piece of content, I can use it always in. Okay. Yeah.

So if I may, I like that thought, but I worry about being too known.

Right.

We talked earlier about being fresh, and then now. I mean, I get what you're saying, but is it really okay to use to say at Vegas in mind for you? Like, would you do that seven times with that same picture, or do you get a bunch of pictures in that one set and you're saying the same message seven different ways?

Exactly that. Exactly that, yeah. So same message, I'm in Vegas, that I can share. I can give you 10 pictures of being in Vegas, snap, snap, snap. And share them on all these different channels. So it's not like you taking that one picture and seeing it on Facebook seven times. But I can put it on Facebook, I can put it on Instagram, I can put it on my Facebook story, my Instagram story, pin it to Pinterest, send it in a text, put it on my app, send it in an email. Like the list goes on. There's one. A teeny surprise. Someone give it a prize. Yes. Boutique off shirt. You're welcome. So, opportunity to reuse content. So I'm going to talk about the six essential pieces of content in just a second and these are going to change a little bit based on the size of your business and the number of arrivals before you memorably be. But let me give you this as a little precursor. So pick the one day you're most creative throughout the week. Everyone have it in their mind, okay, the one day you're most creative in the week and that's when we're going to sit down, we're going to time block and this is where we're creating content or this is where we're scheduling content, or this is where, you know, some of you do photo shoots every day, every couple of days. How can we condense those so that we can get more batch creation rather than trying to drip things in every single day of the week? Right. The more batch creation we can do, the more sanity we can create for ourselves. So for us, our team does it on Mondays when we have a content creation meeting organization and we talk about what emails do we need to send this week, what photos do we need, what graphics do we need, what new benefits are we going to be sharing, what new perks like all these things happen in one little piece of time. So then we can go into use planoly for Instagram, we schedule natively on Facebook, we use something called ActiveCampaign for our emails. We go in use tailwind for Pinterest and we batch create everything and set schedule it and then we come in the rest of the week and now that's your opportunity just to build relationships with your customers or do your live sales with your customers. Now you're so much more free to be interacting every single day versus trying to be creative every single day. So the six essential pieces of content, I'm going to go off with memory. This is all part of the content insanity master class that we do. So live videos based on if you're doing live videos or you're doing pre recorded videos or you have some sort of video content, my Recommendation would be 2 to 7 pieces of video for the week, batch created if you can, or scheduled out live as you can. Number two is try on videos. And I can't remember the number I wanted to say it was maybe like six to eight. Try on session four, Fit videos. How many of you guys create those types of things now? So that's a huge opportunity. Again, let's think about the wrap that Sarah was selling in her boutique that nobody knew how to wear. Right? If you're going through and you're looking at aging reports every week and you're saying, man, this isn't selling, why isn't this selling? I know that I need to go restyle it and reshoot it and probably do a fit video with it. You know, graphic tee. There's no need to do a fit video. Everyone knows how those fit. But if you have a item that's a little higher price point or that can be worn a number of different ways or maybe it's a little bit confusing or maybe it's too on trend for your customer. Maybe you got excited when you went to Magic yesterday and you were like, yes. And your customer was like, no, I am not ready for that yet. It was kind of like the shorts I had up here that had all the holes in the butt, right? No. Okay, so you might be excited about this. Maybe your customer isn't yet. So how could I do videos and the try on sessions to help her understand how she migrated that item number three based on how many new products you're bringing in every week, I'm going to just pick 30. You're going to have 30 new arrival photos and aged product photos. This is number is totally up to you. And the mix of what's new versus what's aged, that's up to you and your aging report. So these are just single images of whatever. These products are either new or restyled and reshot so they can post them again. We've got all those in a batch that we can do with. Number four is four quotes that you can use. Number five is three personal stories or topics. So some. Sometimes I feel like I can come up with things on fly to just ask a question about. Like I just watched the last episode of Yellowstone and I was super, I don't know, annoyed. I don't know what the word is. Anyone watch Yellowstone? Yeah. So I had to post about that. So there's things that come up on the fly. But if we can think about again, what is, what stage of life is my customer in right now and what are three questions or three topics or three stories I can share with her this week that are going to be able to. And number six is what is my theme or my collection of the week? So out of everything that starts to come in from Vegas, what am I starting to see as themes? Right? Probably more Game day. Right now we're going to be pushing more back to school. Those of you who have graphic teens, they're going to be looking at, gosh, Black Friday things, Halloween things. Like all that stuff is so close, right around the corner. So how can we start to plan what are those collections going to be really soon? So the point is you take these six essential pieces of content at the beginning of the week batch, create as much as you can. And now you have these pieces that you can share on Facebook, on Instagram, on Pinterest, you've got your emails. You can mix and match all of these pieces from this one batch. So the content sanity masterclass has all of this in it. Plus the plug into play like worksheets of here's where it goes on Monday, Tuesday, Wednesday, here's a checklist of what goes on Facebook, on Pinterest, on Instagram, all those different places. All right, so I want to answer some questions about each of these things in a little bit more depth. But a couple of things I want to make sure that you guys took away that I think are most important today. Number one is how to make the algorithm work for you. It felt like you learned something about the algorithm, how we can start to stack our posts and create more of a reach train. Right. Number two, how to use a content recipe and in three buckets and the fourth bucket which is giveaways. Number three, your role as a style educator. Number four, how to actually serve your customer and not be another online trending boutique. And number five, what is the content sanding method to help answer the batch? Creative content to free up more time time in my day to day life. All right, so you guys have any questions on anything so far today? How long should video. Good question. So she asked Sarah's at a mic. So if you don't mind running around in a sec. It depends on what type of videos you're creating. Okay, you mean like the try questions? Oh, 30 seconds. Seconds to a minute. They can be super short. It depends on what what you want to put them on. Like you're going to put them on Insta stories. They can be a little bit longer now or if you wanted to do something and put your trial on sessions together, like use a little video editor and put your trans sessions together and make a longer video now you can take that longer video and put it on IGTV and put it on YouTube. Make sense? So you could start by creating say 4 try on sessions and then you take your 4 try on sessions that you've individually posted throughout the week. And now I can use a video editor to put those four videos together to make a little longer video that say five minutes long. And now I've got something else I can post to IGCD and something else I can put up on YouTube. You bet. Welcome back. I just had a quick question for like a smaller boutique for trying on session videos. Would you recommend using only like someone else that you had try on like an employee or for instance, like I am one of those ones that kind of everything in my business. Yeah. So would you recommend using a different face to do channel videos or like, how bad is it that if I were to do that? Like being a business owner, like, is that just that give a bad look to the business or should I find something different? No, I think it's totally up to you. Like I just knowing so many of you in the audience who do them, like, I'm thinking about you, Allison and Mindy. You just have to go with what is your customer going to react to if you're like, say Mindy is like the face of her business. We were just talking about this before I came up here. She's the face. So she's at a point where she needs to start getting someone else to do them, free up her time in. She's busy, so. And Allison, same thing. You've got Haley as a model who's been your face of your company for a long time. So I would say if you can use someone else and you and see if your customer is going to react to the best as you're trying to grow. Yeah. But there's no right or wrong answer. There's one here and then it's right up here too. Okay. I had a question about going back to the initial reach. Like when you have a really good engagement post, how long does that reach last? If you have a bunch of people commenting, when does that engagement with them kind of fall off? Does that make sense? Like, is there a way to even know that or does it stick around for a while? Like. Yeah, that's a good question. I have a thought on that. But I'm wondering if the comments, all girls have like actual data on that. I guess it's kind of very technical question. I was just curious because there's something we could ask them if there's an actual Answer. Here's my experience. I'll just give you this and I'll use Jessie Jarvis as an example. On our team, we've talked about this a lot on Instagram. So there's a lot of Instagram influencer cheeks, whatever that will post several times a day on Instagram and they feel like they have to her thought and she's pretty analytical. She may be post on Instagram twice a week as much, but her reach is incredibly high. Even with as an influencer posting twice a week, she's big on I want quality over 20. Right. So knowing her numbers versus also knowing people who do it every day, I, I wish I had a technical answer that said this is what it is, but I don't. Yeah. Yeah. Unless anyone else in the audience has some thoughts on that. Yeah. Your thoughts, I would say just on your question. Just like for when we do our Facebook Live, we do three a week but I noticed like let's say like a Wednesday night one when we finish that hour and a half show, we'll have right at like 1800 viewers. Even like a week later because I'll go back like that following Sunday we're, we'll be up to like 5,500 viewers. So I would say that it stays, it stays at that topical content for that. I don't know about the Instagram part of that. We also do that. But I know some Facebook does. But I know it blows my mind that it's still getting the views for it. The more consistent you are, I think that's the most important day and consistently for two reasons. One, so your customers the most same time, same day, you know, she has to know. But I think reach wise, I think the more consistent you are that, that's the idea anyway. Think of it like a freight train, right? So many people get on Facebook and their reach is at zero and they're like, ah, you know, what am I going to do? But the second you can start to get those big heavy y to turn a little bit now, the more consistent you are, they can turn faster and faster. But we just. Every day, all day, because it was the best time testing. It depends on the platform and it depends on your customer, your insights. So on Facebook you have your Facebook insights. On Instagram you have insights, pictures, your insights. So that will tell you based on your customer, when are they most on the platform and when are they most engaged in the platform videos. I know you guys will tell you this Thursday nights at 8 is really a hot sign for videos. Sometimes it's Noon. We always think 8am, 11am, 8pm are really hot spots, but you should just test it with your face. One second of consciously, I hope. Yeah, Perfect. I was just gonna. Okay. I was just gonna address the question earlier about engagement and how long you can, you know, kind of count on that to work. And there's not a set answer. We've kind of seen 24ish hours, but really it's about identifying like that outlier. So if it's a post, it's gotten a lot of engagement for you and it's something that's different. It could be days or even a week. It just depends on as people are refreshing that post, the best thing you can do is capitalize on it. If you see something and you hit the jackpot like comments or conversations, strike up a conversation, continue to add comments there, reply to people, and then repost something that's really important pretty soon within, you know, four to eight hours is kind of a good window to, to add some additional content that you really want to get traction on. I want to add on what she said for a second. So I don't know if I've necessarily seen this executed a lot in the teaching industry, but I've noticed it's more like left on the coaching side of the industry. If you have a video and you post it, let's say 24 hours a day, come in 24 to 48 hours later and look at all the comments on the video and then come in and like them and add a comment. Right. Wait 24 to 48 hours. Unless then asking you a customer service question, obviously then immediately. But when you do that now it's going to start to boost the reach back up on a previous video. Right. So think about that commenting later on and then you can also do your watch parties and all the other things later on to your reach out back there in the email here.

I just wanted to add a quick tip on the engagement, especially on Instagram. I look at the View Insights components a lot. I hope others are looking at that and it will show you the ranking of every single post, the engagement for every single post. So you can see then which of those posts are outperforming others. You can cater your content based on what you're seeing. Other a lot of the engagement metrics are being captured automatically via Facebook and Instagram. We'll just go look at that reporting. It's the kind of signing side to the empirical side. One of the other things that we've done because we were really struggling with which post drove viewers. So I just say, for followers, I think you have to play around with that, really find a niche where followers gravitate for your brand. And once we figured that out, we repost that every single week. Maybe it's different content because there's a bracelet set that we're focusing on. It's different braces every single week. But we post that, you know, consistently because it drives followers better than anything else we do. But it started with looking at the inside that are available on every platform for every post that you. That you make.

That's a great point. And the other thing that you mentioned, I think that we have an opportunity going back to this idea of not creating so much content all the time. If you go back a year, because we've been doing social media, what about a year? Go back two years. What was your most engaging post? Maybe with a quote or a piece and reuse that stuff. Right, Reuse it again. You don't feel like you have to always reinvent the wheel. I think about this with Facebook ads, too. I always like to let things play organic for at least a week to two weeks and then come in and look at insights and engagement. Go. Okay, now what do I want to use to run ads to based on how it's performed organically? Oh, sorry. I was listening to your podcast with the Tiny Closet, and she talks about the IGT being how it's going to probably go really high.