Part way through my career in fashion, I landed a job in trend forecasting. It was literally my ideal job: I was being paid to travel the world, shop international high streets during the work day, read fashion mags at my desk and spend my days browsing through runway show images and style blogs.
The only thing that is consistent about Digital Marketing & Social Media is its ability to change and update itself on a very regular basis. What worked yesterday no longer works today. What’s going to work tomorrow probably hasn’t occurred to anyone today. But when it’s the most cost-effective way for a small business to grow and thrive, you kind of suck it up and deal with the changes, right?
It’s a pretty broad term - one that encompasses a LOT of digital activities. Get it right, and there’s a lot up for grabs. Get it wrong or don’t put enough focus into it and you’ll be missing out on a LOT of potential business.
But what does it all mean? What exactly does it cover? And why is it important to know this?
If you’re a small business owner, you’ll know that your to do list is bursting at the seams - 2458745 things for you to tick off - and that’s just before you have to pick up the kids from school at 3pm (trust me, I know the feeling). So things fall off the grid - and you don’t get to do all the things you NEED to do to build your business.
I'm a HUGE proponent of not giving a crap about what your competition is doing: comparison is the thief of joy so why wander down that path when you could be focusing on your own business? In fact, if there was any advice I could have given my younger self, it would have been this: forget about the competition, stay in your lane and grow your business in a way that makes sense to you.
Does social media totally confuse you?
Not sure how to make it work for you and your business?
Overwhelmed by the choices of platforms, hashtags, emojis, engagement, ads, reach and all of the new-fangled words that come with it?
Well, here's my offer to help you straighten it all out so you can get on with business:
It's been radio silence on the Journal here for a while because quite simply, I have been snowed under with work! And don't get me wrong, I completely and utterly appreciate all of the business that you are sending my way - but when that happens, I look at my "what is important and essential list" and decide what needs to fall away from this week's to do list so that I can give my clients my full attention.
Time is money, so they say. And when it comes to social media - this is definitely the case. Posting at the wrong time could see your reach plummet, while posting at key times of the day and week will ensure your business gets noticed by potential customers. Employing a strategy of sorts when it comes to your posting schedule will be instrumental to your social media activity.
Your profile is the first that potential clients will look at when they consider working with you. If it's a mess, chances are they'll be driven away. A well presented, thought out and considered social media profile will undoubtedly impress your new clients or shoppers and make them eager to strike up a conversation with you. Think of it as your passive income generator: if it looks good, people will want to work with or buy from you - simple as that.
Did you know that not only do I do still styling and photography but I do videos as well? Yup that's right! Given the recent algorithm changes on certain social media platforms, I realised that video was going to be an integral part of a winning digital marketing strategy. Apart from paid advertising on these online platforms, video is the easiest and best way to ensure your brand's reach remains intact.
You see a pretty picture on Instagram or Pinterest and you might give it a quick glance and perhaps a double tap if you feel like it - but have you considered that a ton of work has probably gone into capturing that image? I thought I'd give a bit of a run down on how I go about planning, shooting and editing a shot: it's a lot more work that you might initially realise!
So you've selected your beautifully styled image (hopefully shot for you by Shout & Co....) and you've posted it to Instagram, waiting for all of those likes and comments to come flooding through. But they don't. Crickets. You might get a dribble through of likes but the comments from followers are few and far between. Not a big deal, right? WRONG. Not getting much engagement on your posts could mean 1 of 3 things:
If you read my previous post about calculating engagement, you'll know that tracking how engaged your audience is is vital to understanding how well you're doing at this social media gig. A low engagement rating (or ER) suggests that your content is not resonating with your followers. A high ER indicates that what you're posting is what your audience wants to see - so continue the good work.