Why your brand MATTERS

Okay, everybody, I've got something very special for you. I recently interviewed the fantastic May King and we're talking about FOMO marketing. So what I've done is I've chopped up the interview and I've broken it down and I've picked out some of the best bits. And in this episode I'm going to play to you a little highlight from the interview. May King is a fantastic person, so full of energy and it was an absolute delight to interview her. If you want to go find out more, it's akingt you can easily go and find her on all of the socials. Please do go and say hi and say that you came from Boostly. FOMO marketing is very, very, very important when it comes to organic reach of your brand. This interview delves into that much, much more. So sit back, relax wherever you are tuning in from for the daily episode of the Boosted podcast. If this is the first time that you've tuned into one head to booster.co.uk podcast, you'll get over 250 episodes of daily goodness. And if you come from there, you can subscribe. So you can get alerts and notifications every day when a new video goes live. Okay, let's flip the screen. Next person you hear from will be making.

So FOMO tip number one then. Everything, and I mean absolutely everything, starts with your brand, your website, your social media profiles, how you look, how you're here on Zoom today. This is all an image. Okay, I'm five foot three, I'm rather short, so I wear a hat to make me memorable. I've got a big belly laugh, hopefully to make me memorable. Okay, this is all to do with my branding. I'm not suggesting you go out and wear a sparkly hat, but we do need to be memorable online as well as in person and on Zoom as well. So absolutely everything is to do with your brand, not just the way that you look, your profile picture on social media. It's also by the way that you interact with people as well. So branding is apparently the way differentation. It's the way that consumers identify and experience a product or service or person by the look, taste, feel and sound. Okay, now you guys are on hospitality. It is all about the experience. How can you portray that experience online? We need to do that. We've got, according to Google, seven seconds to impress somebody if they're looking at your website or your social media media on their desktop. We've got four seconds to impress somebody on your phone. So we need to make those four seconds count. All those seven seconds. So branding is absolutely everything, and we're talking about building community. So contrary to popular belief, build it and they will not come. Okay? FOMO is all about a combination of your brand and building your community, building relationships, and all the other bits as well that I talked about as well. So how are we going to do that? Well, FOMO tip two, Relationship building. Okay? Creating content for the lurkers. Please, please, please. I'm sure you may have heard this before. Don't get obsessed with how many fans or followers you have. It's nothing to do with that. It's all about the lurkers. Because you're all lurkers, aren't you? You've all scrolled on your phone, having a look at other people's stuff, haven't you? Come on, we're all lurked, right? So if we're lurking, chances are your potential clients are also lurking as well. So let's make that our content really count, okay? And so you need to. This is a combination of your brand and relationship building. We need to reply to every comment. You know, if we get a comment or we get a. Like, if you're just starting out, if someone is taking the time to like your post, why don't you thank them? Say thank you. Okay. When you're. When you've received a comment, why don't you thank them and try and carry on the conversation? Thank you so much. How was your day? Now, we've all been to a party, right? Have we all been invited to a party at one point or another? I'm sure we have. Right? And you may have got a circle of people. Two people are talking, the rest of them are listening. The rest of them are lurkers. Okay? That's what's happening. So when you're commenting on your post, if someone is responding and you reply, you're creating content for the lurkers. And if they're lurking on your post, lurking on the way that you communicated with someone, you are building your fan base. Okay? So create content for the lurkers. It's not just in the post that you put out, not in the posts that you publish. It's also in the comments, the way that you interact with people in networking groups. You know, you're part of a membership now. Why don't you interact with each other and help each other out and in memberships? Because you never know who knows somebody. And then there are online groups that you can get involved with. Facebook groups, Twitter chats, you know, LinkedIn groups. You know, there's lots of zoom meetings that's happening at the moment. Even on Messenger. I'm part of the messaging groups like WhatsApp and Facebook messenger. You know, things like that. There's a chap called Gary Vaynerchuk or Gary V. There's a link at the bottom here. If you type that in bit ly in the title case, you'll be shown to a blog post where he helps you to build relationships in the hashtags. But in a nutshell, it's basically how would you talk to someone if they were in front of you? That's how you talk to someone online. That's all it is. People struggle about what to write on social media. Just talk to someone as you would talk to them in front of you. Now, we're all nice people here, right? Hopefully we're all nice people and we're not serial killers or anything like that. Hope not. So just be nice. Just be nice. That's all you need to do in order to build relationships. Don't make it about you as such. Make it about, you know, the person that you're going to, you know, you know whose life you're going to impact. And this is about creating content for the lurkers. Okay? So try not to get imposter moments rather than imposter syndrome. Imposter moments is where things are fleeting. The momentary. Think on, on that imposter moment. Think on it, reflect on it and then move on. Learn from the lesson and move on. Okay? Also in building relationships as well, we need to remember that the written word always sounds stronger than intended because the emotion is actually placed by the other person by the read rather than the writer. So Mayor Angelou said, people will forget what you said, people will forget we did, but people will never forget how you made them feel. The third step then is showcase authority and behind the scenes stuff. You know about your business, you know about your, you know, your hotel or your, you know, your, your building. Okay, so tell people about it. Show behind the scenes stuff. What most people tend to do is show after the fact. They'll take a proud picture when the done. What about in the lead up to it? The reason why we get up, you know, that we love these reality TV shows is because, you know, like great British Bake off or I don't know if anyone watches Kardashians or whatever, you know, we, we want to see behind the scenes stuff. We want to see the highs, we want to see the lows, we want to see what's going on, not just the you know, the highlighted, edited bits right at the end. So we need to do the same. Okay? So if you do have the best place, you're an award winning. Go and shout about it. Don't be British about it. Go and shout about it. If you've had a five star review, don't be British about it. Shout about it. We're creating content for the lurkers, okay? Don't worry about the people who are going to judge you because if they're going to judge you, they're probably not your customers anyway. Okay? So let me say that again, don't be British about it. Be proud of it. Just say how it is, you know, it isn't bragging. If you can back it up. Now, behind the scenes stuff, then what do I mean by that? Well, I did an interview with several hospitality businesses on Instagram. I've got an account called Voices of Hospitality and I interviewed people. It was a five, six minute interview with businesses and then lockdown happened. So I just wanted to raise awareness with my business partner about these businesses. And what we did was from that seven minute clip, that seven minute interview, we created a trailer that's pre fomo. Then we created live fomo. So when we published it, we talked about the story itself and then post FOMO just in case you missed it. So from that one video, I actually created 37 pieces of content. Okay? So one video I posted on Instagram, on Facebook, on LinkedIn, told different stories. I altered the stories ever so slightly, but that's the way that you can actually really spread the word about what you do. So don't create one post about an event, create lots of posts and the lead up to it, okay? And you're never going to be bothering anyone because no one's going to be watching your account 24, 7 to watch everything that you do. Okay, so FOMO tip number four then notoriety. Create your own PR agency. Hang out where all the journalists hang out. So this lady on the left hand side, she has a business that creates PR for pet businesses. But she created this post. It was just. Well, not just, it was a booklet. A booklet that her clients would receive when they become a member. Okay? Now from that Instagram post, she got two signups already. Now it wasn't just that Instagram post that generated those two new clients. It was because of all the lurking that those people had done all the time. She showed up, she showcased how amazing her business is. She showcased showcase the impact that she had on her clients. She did it on a regular basis. She showed a lot of behind the scenes stuff. And when the time is right for your clients, they will become your clients. Okay, so step number four, then get famous. You know, talk about your reviews. Definitely. You know, shout about it. You know, when you've got a Facebook review, make a pretty picture from it and put it onto Instagram. If you want to firm a tip number five, direct connection. Then get personal. So when someone has expressed an interest in what you do, get them into the direct messages, get them into the personal messages. And you can go really gangbusters here. So on LinkedIn or Instagram, you can send an Instagram story or send a voice message, or if you want to go really crazy, send a video. And again, don't worry about it being polished. You don't need to. Okay.