Hotel websites are very similar. They all have the same stock photos of beautiful people sitting in beautiful lobbies or the typical hotel bedroom and the navigation panel on the side to book the room. To the average consumer, your hotel website does not do much to differentiate itself from the others. However, there are several things your property can be doing with social media to blow every competitor out of the water.
Here are 7 Ways Your Hotel Can Win With Social:
Listen to the social vine and have your hotel engage early
I don’t mean to listen to someone saying they are thinking of making a trip to Denver and you send a 20% off promo code. I mean use Twitter’s geo-location feature to listen for conversations going on in your city and then jump in and engage in the conversation with fun facts about the city, events that might be taking place that week or “DID YOU KNOW” trivia about your property or area. Ask what brings them to Denver and share a favorite restaurant or place of interest with them. Let them know you can help in any way possible AND oh, by the way, you want to offer them a special deal only available to your Twitter friends. Don’t offer the same worn out deal that they can find on any travel site.
Have your “Social Concierge” welcome a guest BEFORE they arrive
Sure, after booking a hotel room many hotels send a confirmation email, but why not encourage them to connect with you on Twitter, Facebook, Instagram, or any other sites your Social Concierge is connecting with guests. Show them you are on duty and ready to make their experience extra special. You can now extend the guest experience from the booking to the arrival, and of course, all the way through to their next booking.
Provide helpful information to guests
Have the Social Concierge provide guests with seasonal weather information suggested packing items like winter coats or fall sweaters. Put together a list of things ahead of time for each season and then place the link in a tweet or Facebook post to them. On Twitter and Facebook, you can continue the relationship building and find out if they are coming for business or perhaps a special occasion that you can now help make more productive or more special.
Send a link with local events happening in your town and suggested sites to see.Send a list of restaurants in your area and shopping malls around. The concierge at the desk isn’t the only one who can help them make plans.
Let your guests know you’re online and ready to answer any questions, before during or after their stay.This can personalize the experience and nip any problems in the bud. It can also relieve your front desk team from some of the traffic that gathers to ask simple questions.
Watch for SOCIAL check-ins
Be sure and have your social “check-in deals set up” and watch those check-ins daily to also welcome folks who may have come into your social range through these channels. A person is always stunned when they check in on a social channel and someone replies to them with a WELCOME note. It shows you are listening.
Don’t send a typical survey after a guest leaves
These are impersonal and most guests feel as if it goes into a shoebox under the GM’s desk anyway, never to be looked at or acted upon. You do the work. Reach out and ask them via Twitter or Facebook, if their stay was excellent. Get specific feedback and if the guest is delighted, then you can ask if they’d be willing to share the sentiments on TripAdvisor, Google My Biz or Facebook recommendations. Encourage them to share any favorite photos or memories from their trip. Keep the relationship growing!
What are some other ways you can reach out through the social channels that guests are flooding, to create a more unique customers experience? Have you had any hotel or retail store do something creative that WOW’d you? We’d love to hear.
I have a friend who would never allow people to pop in or come over if her house was not perfectly clean and orderly. She had two small children and she said she didn’t want people to see the mess. I always laughed and told her, if that were true for me, I would never have a visitor, announced or not.
There are some businesses that can’t allow people to pop in on them for fear they may see something less than perfect as well. They want everything well scripted and professionally produced before they will allow the world to stop by on their social media channels. They don’t like live-streaming for fear of being imperfect and some don’t even like allowing comments from fans on social media channels for fear of what they might post.
The problem with social media is it should be more… SOCIAL! It is “in-the-moment,” spontaneous, and yes…sometimes MESSY. If your team is waiting for approvals and meetings to take place before a response or post can go up, and you can’t share or ReTweet something from someone else’s profile because it was not screened ahead of time, your brand will struggle to be “social.” Social media is the place to let your audience peek behind the curtain and see how your products are made, your books are written, your team learns together, and how you play.
Some still think social media marketing is best for B2C businesses, but the reality is whether you are a B2B or a B2C, we are all in P2P relationships. Person to Person. We want to connect as one person sharing and providing value to another person. People like to see who they are dealing with at another business. They also want to connect with real people.
Like inviting a new friend over for coffee, social media in a B2B or B2C environment allows you to get closer and begin building the trust needed to establish a relationship. While people may not want to become “besties” with their cell phone provider, they do like to know they have someone there that cares and can help answer questions when they have one.
When I started researching for this post, I found a few B2B companies that were doing an amazing job with their ability to be social and show a human side to a rather technical industry, and of course I found a few that should close their social windows, draw the shades & sit quietly until people pass by.
Let’s take a look at a few good and bad examples of businesses on social media:
AGCO offers a full line of tractors, combines, and other agriculture equipment. They sell to distributors who sell to the end-user (farmer or rancher). You may think an equipment company would have no place on social media sites, but you’d be wrong. This company and their 5 brands are connecting and having real conversations with their distributors, fans and those seeking answers about the equipment.
What they share:
Lots of informational and helpful tips mixed with fun and more playful or personal photo posts. One that I found showed the spontaneity and fun. (Rainbows don’t wait for a committee to approve them.).
What social sites they are active on:
They have a WordPress Blog, Facebook, Twitter, and my favorite was their YouTube channel. They have an incredible collection of educational and informative videos (thousands of videos!) from their own team as well as from their community members.
What we can learn from them:
Provide as much information and helpful content as possible and be where your customers are to answer their questions. Be casual and conversational. Allow your community to be involved in teaching others about your products or services.
The Funeral Industry
This industry is one that you might shudder to think of on social media, but when you consider the fact that at least most of us, will need to secure the services of a funeral home sooner or later (hopefully much later), some make it a very “lively” social experience on their pages and profiles. Most funeral homes are very active in their communities and one, that shares great information as well as these fun community event photos, is Bartolomeo & Perotto in New York.
What they share:
Tips for caregivers and families dealing with aging parents or loved ones. Resources such as Meals on Wheels, hospice care contact information, local blood drives and fun charity walks and runs. You can find information on creative memorial services and explanations on cremation versus burial services. You will also find information on events they are involved in, such as their annual butterfly release (photo below), the 9/11 memorial parade, and their very popular “Stockings for Soldiers” campaign. The community shares the posts, shows up at their events and supports the causes that are close to their hearts.
What social sites funeral homes are active on:
While we found Pinterest boards filled with cemetery statues, memorial ideas, songs for memorial services, floral arrangements, urns and more there were only a few funeral homes who had created boards. Most of the content was user-generated. We found many funeral homes on Facebook and Twitter, and a few savvy enough to answer the many questions consumers have about funerals on YouTube.
And of course there are businesses that try to fit into a typical social mold but their target audiences don’t want to talk there. While I believe any business can learn to be social, the platforms each chooses may need to be very different. A Blog can be a safer place to learn about bipolar disorder than on Facebook, where I wouldn’t want anyone to see that I liked a page let alone that I asked a question or commented there. YouTube videos, and perhaps even Instagram are a better place for someone to learn how to treat acne than for me to follow and engage with @ZitBeGone on Twitter.
Medical and dental offices can be very social if they share helpful, fun and interesting information for their audiences. However, if you take out the fun and interesting posts, it leaves only content about veneers and crowns. There are only so many posts one can take showing the inside of people’s mouths combined with information on root canals. We did find several who know how to be social and are sharing fun community events along with helpful information. Love to Dr. Jim and his Tooth Fairies at Southwest Pediatric Dentistry. (We spent 6 years visiting these fun folks with 3 out 4 of our kids in braces!)
We can see the personality of a business on social media sites.
Download our FREE assessment to see HOW SOCIAL IS YOUR BUSINESS and get tips and tools to improve starting today!
So before hanging your social shingle out letting people know you are on social media, you might want to ask a few questions first:
Is our potential audience active on social media sites?
Which sites and platforms?
Do any of our competitors have active communities on these sites?
Can we write content, regularly, that is more casual in nature and “social” than what is found on our website? (You cannot simply regurgitate your web content over and over and call it social marketing.)
(Here are 30 ideas of things to post on your social media accounts when you don’t know what to say.)
Are we okay with sharing photos, videos, and stories of our team and the daily activities behind the curtain?
Are we okay with allowing our community to share their stories, videos, and photos on our pages and profiles or their own?
Are we okay with people posting feedback about our company, our products and services and even our team members on our pages?
What is the personality of our brand? Not what do we WISH it was, but what IS IT currently? Write the words that describe your brand and your team. Don’t portray one personality online and shock people when they come in to do business with you and your team members.
Are we prepared to let our social marketing team (or person) have some freedom to engage with people and respond in the moment without needing to micromanage?
Being successfully social means being a little vulnerable, and a little more honest about who we really are when the staged photos of fake team members are taken down and the perfect web copy fades away. Being successfully social means having a sense of humor and a more playful spirit. It means letting people pop in without worrying about them seeing a few toys and crumbs on the floor.
How do you feel about letting people see behind the curtain of your business? I’d love to hear from you. Leave a comment below or connect with me on your favorite social media channel… I’m everywhere YOU want to be! @GinaSchreck
We all know that perfectionism, while it has its merits, holds us back from making the progress in our business and in our lives that we truly want and need to make. Perfectionism in marketing is death. Death to progress and eventually to your business. I have to admit, not with any sense of pride mind you, but I have never had to worry about the negative effects of being a perfectionist. I have been a self-proclaimed slacker-mom, rusted trophy-wife, and a fly-by-the-seat of my pants entrepreneur. Always biting off more than I can chew and figuring out how to survive as I choked it down. Let’s just say, I have no shame in my game!
So I am not going to sit here and tell you how I overcame my struggle as a recovering perfectionist. But I am going to tell you that in my 22 years of being in business, helping people with their marketing, I have seen the carnage that perfection leaves in its path. I’m going to give you some facts that will help motivate you to let go a bit with your marketing and then 4 and ½ steps to help you recover, make more progress, and grow your business!Why the ½? Well it’s so perfectly IMPERFECT!
Let’s get a few things out so we can build your motivation for seeing the need to let go of the neat lines and perfect circles:
Perfectionism kills creativity and can completely cripple your ability to get ideas out and move your business forward.
Today’s pace is faster than ever. We can’t wait months to get a piece of content created. Many times, we need it in hours or days.
Marketing is all about testing. Testing means you have to produce multiple products, videos, lead magnets, blog posts, etc. to… TEST.You have to release something to the world before you can truly know what your audience wants. Then you can make adjustments based on the feedback you get. If the only feedback you have is coming from your head, you might spend months on something and then release it to crickets! If it takes you MONTHS before you can get one item completed, the only thing you will test is your patience.
You may say you don’t want to put anything out unless it “looks professional” or is “professionally created.”There is absolutely nothing wrong with things looking professional if it can be done in a realistic time frame. There is nothing wrong with something being created by a professional, as long as they don’t cause said professional to age 12 years working with you because of all of your “small edits.” If you can’t get something out because you are waiting on the graphic designer to return the 87th version of a 2 page PDF, you need therapy…and now the poor graphic designer does too!
Video is one of the hottest marketing tools you have today and yet video is a big hurdle for many perfectionists because there are just so many areas where perfection is nearly impossible. You may want to wait to do videos until you have the perfect equipment. You will of course then need to put it off until you are at your perfect weight and have made an appointment with your hairdresser to get those highlights looking perfect. Then, of course you will need the perfect day when you got the perfect amount of sleep so you look…PERFECT. (I think this could be the beginning of a children’s book… If you give a perfectionist a project.) Let the real YOU shine through. Instead of trying to create a perfectly produced video of you sharing your expertise, imagine sitting across from a friend over coffee and sharing these nuggets of wisdom. Be THAT you on video. It is so much more enjoyable to watch and learn from someone who is REAL like the rest of us.
More motivation here:
Overly produced videos do not do as well as raw footage of the real you when trying to build relationships with an online audience. When people see a very nice “commercial” of you and your product, they see you trying to sell them something. When they see you giving tips, information, or advice with nothing but you and the camera, you become more real and approachable…Even with bags under your eyes! Your imperfections create likability and build trust.
Authenticity comes from showing your imperfections.We want to see the real you not the overly produced you. This doesn’t mean your videos have to be unprofessional, it just means they don’t have to be perfect. You may find after you record your video that a piece of your hair was sticking up like Alfalfa, the entire time. You may start a live broadcast a few minutes late because there were technical glitches. You may be recording a video and you forget something you were going to say next. You may be in the middle of a live video stream and your dog will bark…or all three of them will suddenly go NUTS…all hypothetical examples of course! This is REAL LIFE. What would happen if you were face-to-face with someone and these things happened? You would keep going.
So let’s get to the 4 ½ steps to help you tousel your hair a bit and start producing more marketing content to build your business.
Get rid of “All or Nothing” thinking.
Remember, in marketing your goal is to produce regular content to TEST. You have to let go of the thinking that gets you stuck, or paralyzed. “If I can’t get more people connecting with our brand on social media, then I don’t want to put together the slides for the webinar we were supposed to do. And if I can’t do the slides, then there is no point for me to schedule a weekly Facebook live.” “If I can’t get the graphic artist to get this image just right, I don’t want to put out the blog post.”Put the blog post out with a regular image and you can always go in and swap it out later if you wanted. Aim for PROGRESS, not perfection. You need to TEST, TEST, TEST.
Use tools and then TRUST the tools.
If you find yourself frustrated trying to get your marketing pieces looking professional but can’t do it yourself or your budget can’t afford the cost of having a graphic artist do 87 revisions, check out some of these tools:Beacon for creating tip sheets, resource guides, and even eBooks. Typepad or for creating quizzes. Tools like Canva can help you create infographics or graphics to promote the tip sheets and guides you’ve created. (See our post on Create Lead Magnets for more information.) And if you want a video tool to send out videos in emails check out LOOM, a free Chrome extension that allows you to record just you, or you showing your screen. This tool is free for videos under 10 minutes.
Go for 80% Done.
A good friend of mine (and client), Toni Newman, is a recovering perfectionist as well. Someone told her that she needed to use the 80% rule because her 80% good enough is still 100% enough for everyone else. I love this. If you think you must have 10 pages on your whitepaper before it can be complete, let it go when you have 8. If you think your blog post has to have exactly 1,400 words before it can be published, wrap it up at …. 1,120 (full disclosure… I had to ask Alexa what 80% of 1400 was, whereas I should have said “wrap it up when you are around 1,000 words”). Just learn to let go a little sooner and watch how the world keeps spinning and you get more accomplished.
Allow yourself to be a beginner.
Especially when it comes to using new tools like podcasting or social video! It’s ok to let your audience know you are using a new tool, or finally working up the courage to use live video. Not only will people be ok with it, they will often cheer you on and offer words of encouragement. This transparent confession also makes you much more LIKEABLE.
4 ½. GET STARTED!
That 1st step is the only huge one. Once you commit to doing it—putting yourself out there—getting that first blog post written and published, or that first video done and out to the world, you will find that each one following gets easier and BETTER! I used to tell my youngest daughter, also a perfectionist, that she can’t start something as an expert. Experts become experts by being beginners who kept doing something over and over. You can’t get GREAT until you GET STARTED!
[bctt tweet=”You can’t get GREAT until you GET STARTED! ” username=”GinaSchreck”]
Do you have tips that have helped you overcome your need for perfectionism in your marketing? Do share below. And if you’d like to hear a Facebook LIVE that we did on this very topic with one of our DIY.social Group members, Elizabeth Suarez, check out the video below (and you will hear dogs going crazy!)
So you, like so many business owners, are about to pull your hair out just thinking about all the duplicate Facebook and Twitter accounts you have. Perhaps you have two personal profiles on Facebook, 3 different business pages, and a handful of Twitter accounts that you secured early on as your brand was launching. How did this happen? Many businesses rushed to create a Facebook Page or set up a Twitter account before they really knew what to do with them and now they can’t remember the passwords or even all the usernames they had secured.
You can’t just leave these duplicate or old accounts floating out there like satellite junk floating in space. You may think they aren’t doing any harm, but when consumers search for your brand, it can be confusing if they find several variations. Unlike sitting on multiple domain names to prevent anyone else from grabbing them, an unused social media account with a similar name is seen to the public and will have your consumers wondering which one they are supposed to connect with. It can dilute your brand’s power on social media sites. So what’s a person to do?
Here is how (and why) to convert a PERSONAL PROFILE on Facebook to a BUSINESS PAGE, as well as how to merge two or more Facebook BUSINESS PAGES or PLACE PAGES that may have even been created by consumers who couldn’t find you. Then we will tackle duplicate Twitter accounts, which are much easier to deal with.
CONVERTING A PERSONAL PROFILE ON FACEBOOK TO A BUSINESS PAGE
This one is tricky. Facebook wants you to maintain a personal profile to network and connect with other people. They also want you to maintain a personal profile to MANAGE a business page, but there are times when you and your brand are one and the same. Your name is the name of your business. Professional speakers, actors, musicians, sports figures, or other celebrities, might have a personal profile that maxes out at 5,000 connections and so they either allow followers (people can follow updates you post to PUBLIC without actually “FRIENDING” you. To enable this, go to your GENERAL SETTINGS and look for FOLLOWERS.) or create a business page to allow an unlimited number of fans to join in. Many people in this situation end up creating duplicate content for both sites and then miss messages left for them on one or both.
A bigger reason to convert your PERSONAL PROFILE to a BUSINESS PAGE is if you are conducting or promoting a business regularly from a personal profile. It is against Facebook’s Terms of Agreement to use a personal profile to conduct business or to represent a business. Sure it’s done all the time, but beware, Facebook can (and has) shut down a profile if they discovered it is being used by a business.
Before merging or converting accounts you must first ask yourself if you want to use Facebook for personal use. Do you want to connect with your close friends and family members on a different level than you do with your fans and followers? If you answer, NO, then merging (or converting) the two makes sense. If you answer, YES, you do want to use your personal profile, you can put friends and family into lists and find ways to differentiate your personal from your business pages with different images or clear messages to fans to connect on your business page, telling them why they don’t want to miss the content that is shared there.
If you want to convert your PERSONAL PROFILE and all its friends, family, and fans into a BUSINESS PAGE (fan page) you take one of these two routes:
If you do NOT have a current BUSINESS PAGE, follow these steps:
First, go into your SETTINGS and download a copy of all of your data. You will most likely lose your photos and posts that have been placed on your profile when it converts. You will receive an email with this data.
All of your FRIENDS from your PERSONAL ACCOUNT will become FANS of your page. If someone has already liked your PAGE, they will only be counted once.
Be sure to appoint a new GROUP ADMIN to any groups you may manage, since once your PERSONAL PROFILE is gone, the group will be assigned to someone that Facebook selects (usually the most active member, which may not be who you want in control of your group).
Now to begin the migration, start HERE at Facebook’s Migration page.
You will not be able to UNDO these two, so be sure to think through your plan before you do this.
MERGING TWO FACEBOOK BUSINESS PAGES
If you DO have a current BUSINESS PAGE that you want to merge with your PERSONAL PROFILE follow these steps:
First, go into your SETTINGS and download a copy of all of your data. You could lose your photos and posts that have been placed on your profile when it converts.
Be sure you are not the only admin on your BUSINESS PAGE. Add another person as a manager or admin before your personal profile (which was most likely the only admin on the page) goes away. This additional admin will be the person who can help you post content and manage your account if needed.
Go up and follow the steps listed above to first convert your PERSONAL PROFILE to a BUSINESS PAGE (giving you that additional page that you are going to then MERGE)
Now go to Facebooks MERGE page HERE to begin this process. Keep in mind Facebook will only allow two BUSINESS PAGES to MERGE if they have similar names and are essentially the same type of business. You will select the page you want to KEEP from the first drop-down menu and then you will select the page you want to MERGE it with from the second menu. If Facebook allows your pages to be put together, you will see the CONFIRM button.
You will not be able to UNMERGE these two pages, so be sure to think through your plan before you do this.
DELETING OR INACTIVATING UNUSED TWITTER ACCOUNTS
The hardest part about having multiple Twitter accounts is finding the login credentials for each one. This can be like untangling a ball of tiny chains found in the back of a jewelry box. Sometimes they slip right out and sometimes it is a long and tedious task.
Currently, Twitter has no way to MERGE duplicate or similar accounts into one. They cannot move followers or the people you are following from one account to another, so sadly, it is a matter of closing down unused accounts on Twitter and/or rebranding them.
You can easily change the username for your Twitter account and rebrand the images. As long as the name that you want is available, you can simply go into your settings and change the name.
If you cannot even log into your old accounts because you can’t remember the passwords, try clicking on the RESET PASSWORD and then try and remember the email that you used to set up the account. Twitter gives you a clue as to which email was used –> G***@S****************.com
MERGING YOUTUBE CHANNELS AND DOWNLOADING YOUR VIDEOS
This is another area that is a bigger task than you would think. At this time, YouTube cannot merge two accounts, moving videos from one account to another. You can re-upload your videos from one account to another if you still have the original video files, or you can download your videos from one account and then reupload them.
To download your own videos from YouTube (it is illegal to download someone else’s content without their permission), go to your channel and click on VIDEO MANAGER and select VIDEOS.
Find the Video you want to download and select the DROPDOWN ARROW next to the EDIT link.
Select Download MP4.
I hope this helps you save some of your hair from being pulled out! It can be frustrating and most of the time we are just mad at ourselves for creating so many accounts in the first place. So as you begin to tackle this, take a deep breath and remember, it’s SOCIAL MEDIA…it has to be easier than cleaning up space junk!
Let us know if we can be of assistance in any way. We have a team of experts in just about every area of marketing here at SocialKNX, waiting to help you make sense of your digital and content marketing efforts. You can call us, tweet us and even send telepathic messages–on a good day it can be quite fast–> Try it here!
Gina is the President at SocialKNX, a digital and content marketing firm with offices in Denver, Chicago, and San Antonio. She is an author and international keynote speaker on using today’s tools to reach your digitally savvy consumers. Connect with Gina on Twitter, or just about any social media site known to mankind!
She runs our DIY.social coaching program as well–learn more here: https://DIY.social
Hitting business goals with social media is like planning a family vacation: You don’t start with planning potty-stops (well unless you travel with someone who has an extremely small bladder, then you just might).
Yesterday a new client asked how many posts per day we will be sharing on Facebook and how many on Twitter. I asked her if she has ever taken a road trip. She replied, “Yes. Why?” I told her when you plan a road trip you don’t start by deciding how many gas stations and potty-stops you’ll take. You decide where you are going and make the necessary stops to get there.
Many people are concerned about whether they should be posting 4 times a day or 20 times a day on their social media channels. There are people who worry about whether posts go out at 5am or 5pm. The key is, the algorithms have gotten so good it doesn’t matter what time of day you post. If your followers are typically interested in your content, it will be waiting for them when they log in.
We are looking at social media marketing all wrong if we are asking how many posts do we need to load each day. We need to take each goal and ask, “How do we get there?” Will we need to take a plane? A train? A car? All the above? And if you have ever followed a paper map instead of your GPS, which basically tells you what to do and which route to take, you know there are often several routes you could take to reach the same destination.
You may have to identify multiple goals along the way before you arrive at your final destination. Perhaps your final destination is halfway around the world. Your first goal is getting your family from your home to the airport. Then the next goal is to get from that destination to a train station and then a rental car location in the next destination. Achieving a business goal is a lot like this family vacation. There’s a lot of planning that has to go into getting to that final and ideal destination.
Let’s be sure the main goal you have in mind is the real business goal. If your goal is to have 1,000 fans on your Facebook Page, I would ask you WHY. Why do you want 1,000 fans on your Facebook Page? Do you want 1,000 fans so you can get 500 of them in a coaching program you run? Then getting 500 coaching clients is your goal. Having 1,000 fans on Facebook might be one of the vehicles you take. Adding fans, and followers to your social channel that then come into your email list to attend a free webinar to then sign up as a coaching client might be a better route to take.
So let’s take our road trip analogy and help you create a plan.
The Strategic Goal: Where are you wanting to go?
Identify the goals you have, big and small. These are the destinations you want to get to. Many times, it is not a single goal, but each one will have its own roadmap and plan.
The Plan: What mode of transportation will you need to take to get there?
Let’s identify some of the different vehicles you could take to get you to your goal:
Social Media Posts
Video – Live streaming or pre-recorded
Podcast shows (yours or someone else’s)
Whitepaper or research paper
Now let’s work backward. We’ll use the coaching program as our example and work backward to identify the specific activities that need to take place to help us get there. You will simply tweak this to layout your own trip and plan.
GOAL – Final Destination → Getting 500 people in a coaching program
PLAN→ Host a webinar to teach the top 2 things people do to sabotage their own success and 3 steps to put a stop to that. If you can convert 20% of webinar attendees to sign up for your coaching program, you will need to have 2,500 on your webinar, or you need to host a few webinars with an average of 500 on each.
GOAL –Destination #3 → Getting 500 people on a webinar 5+ times
PLAN→ Email campaign. Send a series of 5 emails – 4 with short video tips to make changes in your life and the last email inviting people to a free webinar. Assuming you will get a 50% conversion of people who watch your videos to those who sign up for the webinar, you are going to need 5,000 people getting these email sequences.
GOAL – Destination #2→ Getting 5,000 in your email sequence
PLAN→ Lead Magnets (Freebie) with a downloadable resource guide or tip sheet for people struggling with self-sabotage. They get added to your email list when they download. PLAN → Blog post about the destructive powers of self-sabotage with a tip sheet at the end for people to download and get added to your email list. PLAN→ Weekly Facebook Live events to discuss one problem and one tip each week and end with a freebie off to download your research paper or tip sheet to gather email addresses. PLAN→ Social media posts driving traffic to blog content mentioned above. PLAN→ Social media posts offering freebie download PLAN→ Social media posts inviting people to webinar PLAN→ Facebook Ads using FB Live event that has an offer at the end. PLAN → Facebook remarketing ads to those who watched the Facebook Live videos above but didn’t end on your freebie offered at the end. This ad could offer the free download
GOAL- Destination #1→ Grow your social media audience continually to keep new people seeing your content above.
PLAN→ Add specific hashtags to draw in your strategic audience PLAN → Follow or connect with people who are interested in other coaching books, seminars, speakers, etc. PLAN→ Create posts on Facebook that get people to identify self-sabotaging behavior they have experienced or seen in their life. Share a downloadable tip sheet after and ask people to share with others who might find it helpful
As you can see, this list can not only continue to grow but can be as exhausting as a family road trip. The key I want you to take away is this:
Stop focusing on the number of gas and potty-stops that you will make each day. Spend a little more time on the strategy and daily plan and you will get to your final destination much faster and have a much better time once you are there.
Anticipation can be a great marketing tactic. As Carly Simon sang in her song, and the 1979 Heinz Ketchup commercial, “Anticipation is making me wait.” This typically means you are waiting for something you want. This month the world was on the edge of their seats (apply heavy sarcasm here) with their eyes glued to their computer monitors watching the live-video feed of April the Giraffe at the Animal Adventure Park in Harpursville, New York. After over a year, everyone was waiting to see the arrival of the new baby giraffe.
While I love a new baby giraffe as much as the next girl, I just couldn’t see what all the hype was about, but after seeing the story covered day after day on the news and with the hysterical twist of the pregnant woman, Erin Deitrich getting in on the action as she spoofed April the Giraffe and put on a mask saying she would deliver her baby before April would, I gave in. I clicked over to see what all the fuss was about and, just as I thought, there was a large giraffe standing around in a 20’ x 20’ enclosure, taking a few steps now and then. I don’t know if I was expecting to see her doing yoga or sitting on an exercise ball to relieve her labor pains, but it was extremely BORING…but I watched her for over 5 minutes before I slapped myself out of the trance and made myself get back to work. Why? Because we all wanted to witness the moment she finally gave birth. We were heavy with anticipation.
I see companies ready to birth new websites, posting the exciting news, “We’ve got a new website coming” which, to be honest, is about as exciting, to anyone outside the company, as watching a giraffe walk around her enclosure. You may be launching a new book, a new website, opening a restaurant or store, but you’ve got to be creative to pull your audience in with anticipation in order to get them to stay engaged. People want to know what is in it for them and to be honest, you launching a new website USUALLY has nothing in it for your customers.
What if you could get your audience to be even half as excited as you are about your new website or business launch? What if you could get them to “tune in” and see how your project was developing? Here are a few ideas to help you use anticipation marketing:
Poll Your Audience
Create easy response polls to get your audience involved in helping you make decisions. This works great in real estate. Put up images of four different kitchens and ask which one people would want to cook their next meal in. What if for a website launch, you asked people to vote on 4 different font choices or color combinations.
Play “Would You Rather”
Along the same lines, you can show two choices and play would you rather. We work with a commercial interior design firm, and this works great. Ask your audience which chairs they would rather have at their desk, or which conference table looks more inviting Which uniform do you prefer? Could you ask your audience if they would rather have a content library filled with case studies or a challenge a day section they could draw inspiration from?
Name that Mascot
Of course once the little 6-foot, 150-pound baby giraffe was born (April, the zoo could hook the world a little longer by involving everyone in the naming of the little lad. They are raising funds by charging a dollar per vote, with a minimum of 5 votes per person. BRILLIANT. Of course, they are using the opportunity to educate everyone on the state of giraffes in the wild and the preservation efforts that they are involved in. In a different manner, what if you had a character in your business that helped educate the world on your products or services? John Kapos, of Perfection Chocolates in Sydney, Australia goes into his Chocolate Johnny character (a chocolate “dealer” with a bodyguard and a drag queen girlfriend) to bring funny videos to his fans. Could you have your audience help you name a company mascot or perhaps a fun “character” or spokesperson that will bring regular tips their way? You might have a harder time getting people to pay for their votes, but people love to have a say and it can be a fun way to get people coming back for more.
Create Some Drama
I love seeing the story of Sarah and Juan “unwrap” in the Extra Gum commercials. They have done a brilliant job of creating a romantic drama that draws you in. You anticipate their next short chapter. Could you use this type of story-creation to bring your audience along for the ride? There are many brands that tell part of a story in a commercial and then pull you to their website to see how it ends or to view the whole story. You could release a mini-chapter each week until the finale or big reveal.
Remember, anticipation is “the feeling of excitement about something that is going to happen,” according to Merriam-Webster anyway. If you want your audience to be excited about your brand and what is happening, get them involved; allow them to participate or go behind the curtain with you to watch. If that doesn’t work, you can always try getting pregnant and wearing a giraffe mask.