Laura Kern of Kaptiv Marketing was Thursday’s Brown Bag lunch speaker in the Starter Studio. Her topic was getting the most from social media, building on Mark Krupinski’s earlier talk. I’ve known Laura for quite a while and she knows her stuff. In fact she was one of the brain’s behind the #WhyOrlando campaign that went viral.
The first thing Laura addressed was that while social media does not take much money to implement, it does take time. She recommended at least 15 minute per day or one hour per week at a minimum. (We bloggers know that in actuality, it can take far far more than just this but consistent dedication is the key.)
How to Choose The Right Platform
So, the first question is where are your customers/readers? Laura recommends using the “RPIE” approach to help you identify this:
Customer profiles – find 4 key points you need to know about your audience. Maybe know their interests? Whether they are vegan or a fitness addict? Do they love photography? What are the vitals you need to know about your blog’s readers?
Industry competitors – identify them and do a “social media audit.” See where they are marketing and how and then create a spreadsheet and grade them against you (# and types of posts/engagement). This is a great tool for bloggers. Take those successful blogs who are in your same niche and see what they do well and how you can implement that same strategy for your own blog. Do they do great Instagram photos and you don’t? Do they tweet authentically while yours seem like a robot? What is they do really well?
Hash tag research – Laura recommends to use current, popular ones to add relevance to your own tweets and Instagrams. For example, if you write a great education post, then maybe add #edchat to your tweet so others who are interested will be sure to see it.
The next step in RPIE is pretty self-explanatory but a good reminder:
- Strategy and objectives – write them out – create a plan.
- Use what you learned by listening to your audience? What do they want?
- Develop your voice.
- Decide what to share on what platform when? (Do your research!)
- Use automated scheduling to save time. (You can schedule your tweets and Facebook posts but be sure not to sound automated!)
Launch – your branding should be consistent across all your social media platforms. I tell bloggers this all the time! Your name/logo should be the same on your blog, on Twitter as well as on Instagram and everywhere else. Your fans want to be able to instantly know it is you and then follow you.
Content – hash tags, tagging, scheduling. The timing and distribution of your content is key.
Be authentic – Listen to your audience and then respond authentically. They need to know you are a person, not just a brand!
Build your audience – remember to do this offline, too. Attend events, conferences, tweet ups, etc. So how do you really build an audience? Laura gave these tips:
- Provide Good content.
- Be an asset.
- Know your audience profile.
- Identify your influencers.
- Utilize Hash tags.
- Create and follow lists/circles.
- Create your personal brand network to stay on top of your game.
Check your analytics – Facebook analytics, tweriod.com, iconosquare.com, hash tracking, etc – know your metrics!
Listen – Laura says to listen to your readers and fans again and again. They will lead you!
Change as needed – after you’ve checked your analytics and listened to your audience, then apply adapting and pivoting strategies as needed.
Thanks, Laura, for an information-packed presentation. Here’s a look at her slides:
Note: FLBlogCon has been selected to participate in the second round of the Starter Studio, an accelerator for tech start ups. For the next three months, I will be sharing the things I learn with you as they are applicable to blogging. Here are my previous posts from the Studio:
Let’s Get It Started!
25 Things I’ve Learned in Business
Boomerang Your Blog
Finding a Blog Mentor
15 Lessons from Success and Failure
10 Reasons Businesses Fail Financially
Tips for Social Media Marketing
4 Chapters to Success