Transcripts
1. Introduction: Hi, Welcome to this
social media course. Beginners, the social
media world can seem so daunting and confusing, especially when you
feel like you've just got a good understanding of it, then it changes
and shifts again. If you need to the
world social media as a business owner. Or perhaps you're looking to use social media to build
your brand online. Or maybe you're looking
to upskill yourself, give me something new
skills of social media. You can become a
social media manager. Then this course is for
you to understand how to create an effective
social media strategy that consistently brings
you clients and sales without working
247 around the clock. By the end of the course,
you'll be able to create content with confidence
on social media, connect and discover
your ideal audience who actually buy from you. And using the various strategies
that we'll talk about in the course to help your business grow and bring more
opportunities. Hi, I'm Loren way. I'm your instructor
in this course. I've been in social
media strategists for over a decade now. Having previously worked for brands like Google
and all your week, and also worked on campaigns for major brands that's crossed international locations
all the way to startups were actually
disrupting their own industries. I've also build a personal
brand on social media that consistently brings in Leeds and clients using my
online presence. And I believe that
social media is the ultimate tool to connect
with your audiences online, to build trust with your
potential customers and until ultimately bring
profit for your business. So that all sounds good and
you want to learn more, please do join me
in the course and let's take your social
media to the next level. See you soon.
2. The Exciting World of Social: Alright, it's less dive
into the exciting world of social media in
lesson number one. How do social media right, by avoiding many of the mistakes that I see currently
online today. One of the best ways to build that trust factor
with an audience's completely cold to your brand and your business for
the very first time, is that you can leverage
social media to build out like know and
trust factor over time. When you share your
content with value, when you connecting
with your audience is in conversations. That's how those
trusts are made. And ultimately,
people like to do business with those
they trust, right? So that's why social media
is so powerful in that way. Social media is a great
way to show your work, show your process every little
step that you're taking, from idea to creation to ultimately showing
your actual product, the finished product or service. That is where you can
show your process along the way and people love
seeing behind the scenes. You can also use social media to grow and loyal community. And the communities where
people can then share your work with others
that they know. And that's where the
social media word of mouth effect is so powerful. Now if you're in a
consultant or a freelancer, establishing yourself as
an expert in what you do so important and
social media gives you the best spotlight to do
that in the right way. And lastly, is that you're
able to keep yourself Top of Mind on your audiences,
your prospective clients, your prospective customers, when they're scrolling through social media feed and
they see that you're sharing your value and your
sharing your insights. And that is how you stay top
of mind to be ultimately to be referred to as
the go-to person. Now, many times,
individuals that come to me that says they want
to actually be on social media and
create a following. And when I actually ask them, Why are you on social media, What's the purpose behind it? They don't really have a
clear answer behind that. And that's we're going
to address today before we can get dived into the nitty-gritty of
creating social media presence. Because he wanted to
actually think about, okay, what is the purpose of me
being on social media? And how do I link
every effort I spent on these platforms
back to what I do? So let's get started
with your business goal. There are different
business goals that you can think about depending on your circumstances
and also where you're looking to leverage
social media for. Or perhaps you're actually
looking to learn social media. Then create a social
media business to help other clients who have different businesses
in their own right. So let's go through some of the business goals that
you can think about. First of all, it could
be that your are in the expertise field where you might want to become
a thought leader. And this also applies to those individuals who
are professionals, who are looking
to actually build a thought leader profile. Especially if you're in the
C-suite level where you're looking to promote a certain personal brand
around what you do. But we'll also apply to individual creators who
are looking to create a personal brand around their expertise so they can sell their services
and products. Now, you could also be an
individual brand or brand, new brand or startup
in your space. We're looking to increase
your brand awareness and also expand to new markets in
international locations. Simply be another
reason is to build an audience with anything
that we do nowadays online. Especially for currently as a beginner creator or
maybe you're a freelancer. Having the audience can be so important to ultimately branch out to anything else
that you want to do. Maybe creating products
around what you do. Digital products by memberships like courses like this one. So having the
audience can really help to give you a leg up on everything you want to
launch with regards to business or individual brand
that you're launching. Maybe you're an
author the moment, or perhaps you have new
products coming out in the product line
that you want to launch to an audience online. And again, having
these business goals in mind can really help you to attribute back to what social media goes actually
makes sense for this. So let's take a look at some of the social media goals now.
3. Why You Are On Social Media : One of the critical
components of a social media
strategy is having social media goals that
you can track back to. And actually by aligning
your business goals, which is what we mentioned
in the earlier slide. That will allow you to
actually think about, well, which social media
go actually makes sense to match it to
my business goal. I've now listed
the business goals in the left-hand
side of this table. And also linked to
a social media goal that you can measure on
the right-hand side. As an example, left-hand side, let's say you want to
become a thought leader in your space, or
perhaps your clients. When they become a thought
leader in their space. Then you want to
measure the success of that by the growth
of the following, which is the overall
followership online, and also visitors, the website. So perhaps as a
personal brand website, I can link up to your brand or perhaps decline that
you're working with. And how many more
visitors actually being brought through
there by social media. And therefore increasing
the awareness. And also referring to them as the thought leader in
their space in terms of the overall following and also
their credibility perhaps, and other business
goals to get clients, especially if you're in the
service-based business. This is probably
your primary goal. Am I right? You want to get more clients, therefore increase
your monthly income and also your monthly
palatability. Well then in that case, your social media goal
should be to increase inquiries from Leeds that's
brought in by social media. Really great with a check. This is to go through your
website analytics to check how much of your traffic actually
comes from visitors, traffic coming
from social media, which channel actually attributes
the most traffic there. And also how many inquiries
actually results from that in your contact us page or contact me
page on your website. Or perhaps can be through your
Instagram direct messages, your LinkedIn message inboxes, where people are actually asking about your services
and your products, these accounts in your tracking of your social media goals. One thing I want
to mention here is that at this point
in the course, you want to have a very
specific social media goal. In that case, have
a specific goal in mind if it's how
much you want to see in terms of increases
by percentage or a number on the specific date. So that way you know the
measure back into that. Let's say by the time you
choose six month goal, Have you actually met the percentage with a number that you want to actually reach? Now another business goal
here is brand awareness. So in this case, are you looking to increase
brand awareness and expand to new markets perhaps for your
products and services. Then in this case you
want to measure it by how much increase in views. And also shares, let's say on the videos that
you've been publishing, or perhaps the continent you've been publishing on the
different channels. Another one is to
build an audience. Now, in this case, it's
a simple matter of actually measuring the
overall increase in your falling across your different
social media channels and also the engagement numbers. So all the audiences that
you're actually growing, are they engaged
with your content? Lastly, if you're
looking to launch an upcoming product or book. This case, you want to measure how much conversions or sales
you made on social media, media promotion of your
products or books. So in this case, you can then measure directly
attributed back to the mountain sales he made from your social
media campaigns. And I really want
to drive this point here is that ultimately, you want to know what your
purpose is on social media. Without definite purpose, you'll find that
social media can easily take up a lot of your time with no
results to show for it. So be very careful about
that and to really guard your time carefully
around social media. So here's a quick takeaway
for you right now that you can do at this moment. To pause this video is to
think about write down the three things
that the three goals that you want to actually reach in your
business right now, your top three business goals. And also write down
the social media goals that you can track towards these business goals by looking
at the previous slides. So bring back to
this slide here. Think about what are the
top three business goals that you currently
have that you want to, you want to actually meet. And how do you actually
use social media goals in the right-hand corner to track back to your
business goals. So ultimately,
everything you do on social media can attribute back to what you do
in your business. Alright, so make sure to pause your video and to
do this right now. And then make sure
that bring this into the rest of the course. So what you can
always refer back to these goals and how
you can actually use your social media strategies
and tactics around that to make sure you're working
towards something meaningful in your business. Alright, see you in
the next lesson.
4. Social Media Mistakes to Avoid: Here's some simple social
media marketing truth that worked tirelessly
again and again, is that number one, you
don't have to be everywhere. And when the biggest
mistake that I see is that people
try to register a social media account on every single social
media platform. As soon as they start a business with a solid brand, new brand. And that's actually one
of the best ways to fail because you're
going to run out of ideas and content very quickly. And sometimes it takes a
major massive team to run several different social
media accounts for larger brands like Nike
or Adidas, for example. So pick one to two accounts or a platform that you really want to dominate on and choose them carefully and then just focus all
your efforts there. Because consistently
focusing your efforts on less places on social media, we're actually allow
you to grow faster. And then ultimately,
you can always bring those new audiences back to your new accounts that
you're creating elsewhere. Now remember to
be super clear of who your ideal customers are. Also find out where they're
hanging out online. We'll go through how to
find your target audience and then the lesson
in this course. However, on the make that very clear from the
get-go that you want to spend your time
and your resources where it matters most. Now number three is
to use platforms that aligns with your goals. Again, that comes back to you, align your business goals with your social media goals
to make sure they understand that whatever
you do on social media, there is a means to an end. So you driving towards
and business goal that ultimately that you'd like
to create in your business. And number four, is that be very smart about looking
at the competition. Now, it's all great
that we can all be inspired and learn
from our competition. But sometimes maybe
not everything that they're doing is right. So think carefully about perhaps leveraging anything that you see this working for
your competition. The thing about whether or
not this makes sense for you. Also don't get the shiny
platform syndrome that I see often on social media where you might see
competitor is doing, let's say TikTok dance videos. But if that's not right for you, then you're going
to do the same. So here's my top
for social media, simple barking
truth that you can leverage anytime and anywhere, even into the future in your social media
marketing strategy. Alright, see you in
the next lesson.
5. Different Types of Social Media: Let's now talk through the different types
of social media. So there's actually
three different types. The main groups are
organic, paid, and earned. The reason why I put this really funny GIF from the
right-hand side, I just canceled watching
it is that organic doesn't always apply to vegetables or fruits that you see
in the supermarket. But rather organic here is actually tied to all
things around social media. That's not a paid ad. When you're posting on your
social media channels. When you're creating content and sharing out there without paying for advertisements
to boost that content, to see it, to be seen
from the more people than that is actually
organic social media. So what you can do on social
media for free, essentially. Now, paid social
media is what we see as the different sponsor ads as you see across your
social media feeds, also allowing you to promote
your content to be seen by much more people within that target audience
that you specified. We go through more of
that in detail later. But I want to make sure we have an understanding
of different types of social media
content out there. And last but not least
is earned social media. So these are the
shares, the retweets, and all different things that your audiences are
doing for you. So you're earning a
social media, share, the social media engagement on these different social
media content over time. So again, we'll go through
how that works as well. So here's a little breakdown. If you'd like to see
a table format which is talked about in
much more detail. So organic is free content is shared on all social
media channels. And you can actually publish content organic social media
feeds without paying a dime. On the other side,
pays social media is the social media advertising
the sponsor as CC, the pay promotions
to actually get your content scene or drive more sales or dry more leaves to come to your website and
eventually leaving inquiry. Now what might look like a
paid social media campaign is things like social media
advertising you can run on, let's say Facebook ads. Or maybe paying influencers on influencer paid
campaign for them to share your product or service in front of their audience
in exchange for payment. The last one is
earned social media. So these are great
because it amplifies the effects of your organic social media content for free. Now, these are things
like shares, retweets, mentions of you on social
media by other accounts, by other, perhaps potentially
complimentary collaborations. Reviews, reviews count too, because these could be people leaving a review
about your products, maybe creating a
post around that on their social media profiles
to share about your products, services, and how they actually enjoyed it
or didn't enjoy it. Alright, see you in
the next lesson.
6. Organic Social Media: Now let's first have a look
at organic social media. So these are the things that keep in mind when it comes to organic social media is that these are content
that you can create, a distribution channel
that you actually control. So there's a lot of power
here in terms of to the user, which is yourself, on controlling what you want to distribute to your audiences. But that also means
that you have lot of control over the
value that you can provide for your audiences and actually creating
these content or relevant to them that has
their interests in mind. Because then ultimately
they will come back to you for more bays
are now seeing you as the go-to expert
or individual in that industry that they can go to for more
information like this. Or alternatively, let's say you're product-based business by providing really great
guides and tips and tricks and how they can use
your product or perhaps other things in your industry better that can keep your
content from the mind, which is also useful
to remind them constantly about your brand
and also what do you guys do? Now firstly, you can create
organic social media content with your
audience in mind, because this is actually all
the distribution channel that you fully control. You can control
your tone of voice, how you want to come across the way that you provide
value for your audiences, whether it's entertaining is a silly, is actually educational. One thing to keep in mind
that only a percentage of your audiences will actually
see your organic post. A lot of times you
might have this fear of having to create this perfect
pose to get it out there. But actually, social media is fantastic for getting
feedback right away. So sometimes it's good that good idea to test
out different content. Because only or proportion of your audiences actually
see your content anyway. And in that way, helps you see which one works well,
which one doesn't, and quickly learn
from the process before creating more content, they're relevant to
them the long term. So there are three
different kinds of content you can create to help to make it more valuable for your audiences
in the long term, either that could
be entertaining, could be informative
or inspiring, and always have the
capacity to create emotions in the back
of your content. And therefore driving
your audiences to engage with them as
well in the long term. Because what we've seen in the last decade
that I worked in social media is that
continent can evoke emotions, often do much better on
social media organically. And you can also
nurture relationships with your audience at scale. How amazing is that
by just having a few distribution
channels like this. Every time you share content
with your audiences, they can then engage with them. And you can have a
two-way conversation with your audiences across the board. I remember the only downside of organic social media is that not everyone will
see your content. That's purely due to the
fact that the algorithm will only show your content to
proportion of your audiences. Now obviously, the
better your content does in terms of engagement, the more the algorithm will actually push the content from, the more people, perhaps those
who currently follow you, and even those who don't
currently follow you, if you use the right strategies. However, it's safe
to assume that doesn't happen very often, but rather, your
content will only be shown to apportion
your audiences. And that's okay because
we can be layered on other strategies
to make sure that your content gets
seen by more people. Here's my tips and how to manage organic
social media, right? First of all, you
want to research relevant hashtags to help
your content gets seen. And hashtags, they do well on specific platform,
let's say Instagram. The content is still
organized under hashtags on how people actually come across different contents for
the very first time. Knowing exactly what
your target audience are actually using
as their hashtags of choice can really
help you get in front of them at the right
time, at the right place. You should also reply
to comments from previous social
media posts to build loyalty relationship
with audiences. Never be the kind of
social media account where essentially you just post and run and not having that two-way conversation
with your audiences. And also it's always great
to see what they have to say about your content
because then you can learn from that
experience and apply to more your
content going forward. So make sure to manage
your comments and messages effectively and proactively
even their negative, that's even more important
to manage them effectively. Now another great thing is
that organic social media, you can actually share
user-generated content. What that means is that someone may have taken your product or service and create a post about it organically
on their profile. So that means that you
can then go ask them for permission to re-post
this on your profile. If they agree, then
essentially you have more free
content to work with. And also additional
benefit of social proof, which means that someone
else has actually enjoyed your product
or services. And that's something
nice to say about it. Another great way to
actually leverage or getting social media and to get additional amplification
of other people sharing your content and also tagging individuals
in your content is by using competitions. Now, when you have
the right prices that people actually
want to have, and they want to enter that
competition organically. Then they will actually then share your competition
with others. Especially if you've
built that into the term of how they can
enter the competition the first place then becomes a viral Luba people
sharing with others, or to share with
others who enter the competition even more. So, this is a great
way to reward your audiences who'd been
lowly falling for some time. And also dry more shares
engagement the long term. When you use polls
and Q and A's to prompt and encourage a
two-way conversation. That really helps again, to not only get that engagement back on your social
media accounts, but also allow me to get some really great
instant feedback on ideas that you might have
for new products and services that perhaps
you haven't created yet. But you can see
how your audiences will actually resonate
with them or not. Alright, see you in
the next lesson.
7. Paid Social Media: Let's now take a look at
paid social media ads or pay social media advertising. Then the way I encourage
you to look at paid social media advertising
is that it really works best when used in conjunction with organic
social media strategy. And what that means is that when you currently have let say, organic content being produced and sharing on all your
social media channels. Having a paid, a layer paid advertising on top of
that can really help you to get your organic content seen by more people and actually drive a much faster growth of your overall followership or
your community over time. I still think paid
advertising on social media. It's really affordable. And you can get started
as little as £5 a day or $5 a day on Facebook ads, which can get in front
of thousands of people. Especially if you use the
right targeting strategy that's within your
target audience. And this works really well,
especially when you have a small community or
starting from 0, initially. Having a PE social media
strategy on top of your organic content
can really help you accelerate your growth
in the beginning, especially we have
so little community to actually show
you content wet. I think it's a
great way to growth hack the whole, entire process. And the beauty of pay social
media ads is that you can target new
audiences who perhaps have never heard
your brand before with your offers to drive more sales and at a very attractive return
on offers and products. So for example, if
you currently have, let say for every dollar spent on social
media advertising, you're actually getting $6 back. That's actually a very
attractive return that you can plow more
marketing dollars into. Words, get a much bigger
scale of return of that. And the good thing about
pay social media ads is all in traditional
media where you have to initiate a long process of getting things started. You can get started
as easily as within 24 hours of your ads going live. And instantaneously you
can start seeing how it's responding with the
audiences are ya, she created on those
social media advertising? Here are some of the
ways to manage your pay social media right? Now, it's really
important to know your campaign objective. And these are essentially
the goals that you're driving towards in
your paid campaigns. So is it to get more
brand awareness, is to get more conversions on
your product and services. All of these things
are things to consider to think about. Now, I always say with
anything digital marketing, especially social media, is that you want to test,
test, and test. These are my three magic words. Because in the day, anything
on your social media ad, you don't know for sure. Unless you test it, you won't really know
what your audiences will resonate with the most. And therefore, by knowing
which one performs best, you can save so much more
marketing dollars on the ones that does the best
for you are the best return. Things like different images, maybe different brightnesses,
different button colors. Copy are all things
that you can test, but definitely make sure
that you're testing one thing at a time. So you can make sure
that no, which one is actually performing
best for you. And I can't stress enough
the importance of knowing your target audience and
researching them in depth. Because by knowing their
targeting criteria of paid advertising that
fits your audience profile, you'll be able to make a laser targeting that's
really specific, that allow you to go to exactly the right person,
the right place. Especially using some
of the algorithm on social media nowadays, which are so accurate. Knowing how individuals actually reacting to advertising and how you can make sure
you get your advertising the best chance of success. Now, there's a really
good retargeting strategy that you can use. Retargeting is really powerful. So retarding basically
allows you to target individuals
that previously I've come to your website
before or previously have engaged with your
social media content or social media advertising. And this is another great
way to re-engage with them back into your
overall online ecosystem. So perhaps they might have seen your website and
maybe they got busy. Their children drove him away from the laptop to
do something else. And now they want to come back, but they forgot about your
website in the first place. By running these retarding
advertising on social media, it allows you to remind, reminded about your
brand and bring them back into your overall
online ecosystem. I always say we
pay social media. Make sure you start with a small budget and build
it up slowly from there, the beauty about it
is that you can test many small budget campaigns
before he decided the ones that's working best for you
and close off the ones that aren't performing well without
losing that much money. So it's a great
way to test using this small budget strategy to really get a sense
of which one is performing best for you and
eventually putting much more and scale up your
marketing budget from there. Of course, similar to organic social media
on Pais social media, you want to make sure
you're managing comments and replying to
inquiries proactively. So people are actually getting
their questions answered, and especially on things
that you could be driving sales towards
your website. Alright, see you in
the next lesson.
8. Earned Social Media: So the way to think about earned social media is that it's technically free social
media publicity. So think of it as a way for
others to share you and your brand and your
social media accounts to other people for free. So one of the best
ways to do this is to make sure that
you are including ways for them to tag or
mentioned your products, either in their own
content or perhaps even in-person by word
of mouth as well. So the best way to do
this, it's encouraged users who are currently
using your product or services to tag or mentioned about you and your
brand in their content. Another great way to increase the amount of earned
social media that you do get is to reward the loyal fans and followers
in your community. We competitions and prizes that they actually
want and they want to participate in it by building the competition where the
rules include things like amplifying the brand through tagging others in the
competition, or to win. And sharing with a friend by following and also
sharing their stories, for example, on Instagram. That really helps to amplify the urn social media
element of this. Now for businesses, I also
recommend if you can. Again, this is a side point
from our course today, is that I want you to create a count on public review sites. So for example, if you're currently in the
restaurant business, then definitely need
to make sure you're on the Tripadvisor sides because on others are
traveling to the city, to the country that you're in, we can actually review about you publicly on those websites. And similarly, if
your e-commerce website, let's say the UK, then make sure you do have a
trust Pilot account because lots of consumers before they
actually buy from someone, they want to check what
others are saying about them. Now, this may not be exactly
social media related. However, having those
public reviews that can really help to garner more
interests in your business. And also it's another way for you to get that word
of mouth effect. But now much more in
the public arena. Now for personal brands and service-based
businesses like myself, I love asking for testimonials. Testimonials is a great
way for others to share about their review
of your services, what we've done for them
in the very relatable way. So your new potential
clients and customers can see exactly
the type of thing that you can do
for them as well. You can ask for testimonials on, let's say your LinkedIn. So if you have a
LinkedIn profile, make sure to ask for a
testimonial every time you completed a project. Or perhaps we'd done with a particular client
service, that client would, that particular
company can leave you a really great review on
your LinkedIn profile. So here's what the manager
earn social media, right? Number one is that you want
to make sure to foster and maintain very great
relationships with influencers in your space. Influencers have
actually grown a very loyal following that's very
relevant to your industry. And having those
strong relationships with them will allow you to essentially make
more collaborations and partnerships and online, there might be a win-win
situation where you can do collaboration that
helps both sides grow as well organically. I always say you want
to create content that has this thumb stopping effects and thumb stopping the
sense that when you're scrolling through your
thumb on social media, actually want to stop
and read or consume this content that could
be a video or quotes, whatever it might be that really resonated
with the audience. So essentially very
relevant and sharing worthy because a lot of time you might see
something you like. I have to share this with maybe my husband or my friends because
they have to see this. And that's the effect that you want to achieve
with your content, with the benefit
of social media. Now being very much public in terms of everyone can
access your accounts, you what you're about, and
look through your content. The other side of that is a lot of times you want to
make sure you are providing the best service you can from a
business perspective. Because people can also leave
the reviews very publicly, either as comments on your social media content or it can be direct
messages T you, to actually ask you for
responses on their questions, inquiries and feedback
and things like that. So make sure you have an amazing customer
service coverage across all your social
media accounts. And that's why I always
mentioned that you want to start small first, having 123 maximum accounts
that you're managing. So therefore you can cover all of these
different questions, inquiries coming
through, and not actually missing out
any critical questions. So always go above and beyond. Because when the research
I'd look into by E marketer, it shows that by 10
thousand Twenty-two, most of you will
actually consider customer service more
important than price. So the entire experience
of buying with a brand or company is much more
important than price them. So definitely something
to keep in mind. And losses that you want
to track mentions of your brand and your
business on social media. And a great, great
way to do this is there's a tool called mentioned, which is exactly
what's in the name. That you can actually track
these different things, keywords about your business, your handles and
everything around keywords of your business
brand on this tool. Really helpful one there. Another one is that you
can also use HootSuite, where they actually have a tracking segment
where you can basically ask HootSuite to
give you a feed of all the different mentions of
your brand on social media. And you can go through
them one by one as well. Another great way to
do that via tool. Alright, so that's all my
tips and tricks on how you can leverage the three different types of social media. Well, that's organic, paid, or earned social media. So I hope that was
helpful to give you a breakdown on what
they are and also how you can use them
in different ways to ensure that you have the best
success on social media. Let's head into the next lesson. See you soon.
9. Deep Dive in Social Media Channels: In this lesson, we'll
be going through all the different
social media platforms as relevant today though, the mainstream social
media platforms out there. However, please keep
in mind that there will be lots of
other platforms that perhaps are newer or smaller that we won't
get time to cover in this course by wanting to keep the mindset of
always be testing. The key thing to
remember is also that target audience is
everything on these platforms. One, you want to make
sure the demographic of the social media platforms matches the audience that
you're looking to target. The other thing is
that the people you're targeting on those platforms, you want to make
sure it to be super clear on your content and also super clear on how they can find your content
there as well. So we'll go through
all this later on, another module of this course. But in the meantime, I want
you to keep that in mind as we're going through
these different platforms. Staff or you know, which one can potentially work for you.
10. Instagram Deep Dive: So believer, not over
30% of people who use the Internet are
actually on Instagram. So it's a very
large community and user base that you can
potentially tap into. Actually, in this case,
on this community, there's a sub niche or sub
community for everything. One of the best ways to find those communities
is via hashtags. Hashtags is still
one of the key ways that Instagram
organizes its content. Will go through more
hashtag hacks and tips and tricks later on in
other parts of the modules. But I want to just
mention that here. So you have that in mind. Another great thing
about Instagram is that the engagement rate on here
is ten times of Facebook, about 54 times of Pinterest, and 84 times with Twitter. So the engagement rate here is very high purely because again, there's a large
community and user base, but also it's a very
attractive platform in a sense that it's
very visual and lots of interesting
features to keep the users engaged and stay longer
on this platform as well. If you only want an
evidence of that, next time you're on your phone. If we currently have an iPhone, let's say you can actually check the usage of different
apps on your phone. And I bet you
Instagram if you do have it and your
user like myself, you will find that you do spend quite a lot of time
on here as well. Remember that more than 60%, so that's more than 66, 0% of Instagram users login to Instagram
on a daily basis. So very active daily
activity as well. And I will say probably over several times during the day. And you're probably nodding
along to this if you're currently in Scrum
user because you remember how addictive
this platform you can be as an individual
user on the platform, over 80% of people who are on Instagram actually
follow a brand. Now that's interesting
because most times brand accounts on social media
platforms are not as interesting to follow as let's
say, a personal account. The wife found out
through this research is that people on
Instagram who follow brand accounts are
falling because they're interested in
inspirational content. For instance, let's say
you're into fashion. So you might fall out of
fashion accounts because they post lots of
interesting content about their products that you can also look to style differently. For example, we get
some inspiration to dress in a different way. So again, people really follow brands for
that inspiration, for that usefulness
of the content. And that's something to
keep in mind when you're creating content
for your followers. And lastly, Instagram has a
relatively younger user base. So again, keep this in mind
as you're thinking about your demographic of your
own target audience, you're looking to reach out there and whether
or not platforms, each platform is actually
makes sense for you, With more than 90% of users
being under the age of 35. So I want to show you
here an example of a really good account
on Instagram that's actually within the
small business category. That's done really
well organically leveraging the various
features of Instagram. This is a Loria pottery who's
based in Oxford in England. And she shares all these
beautiful content about her products that is very quaint and very stylized
in her own way. So we looked through
her overall look and feel of her Instagram. You get a sense of who she is
and her products are like, and she makes them in a
very authentic way as well. That's true to herself. One thing that I'd love to see is in one of her recent reals. Want to show this as
example to you guys. Spring. This feeling like they see this magic. We came with a weather to me. They say. So you get a sense
of how her videos are like in the sense that
she's showing her process. So remember what I said earlier
in the previous modules is that when you show your work in the process of how you
making your products, people are really interested in that type of content as well. Instagram Reels is a
very engaging format in the sense that you can make
it short and succinct, but also showcasing your
products and very unique way. But also reals are getting
pushed in front of a lot more new audiences that people are potentially
might be interested in this particular product are actually seeing for
the first time. And that brings a
lawyer pottery, many more new followers as well and new
potential customers. In this particular pose,
She's also doing a giveaway. So using a competition
as a way to drum up more organic engagement. So in this case, she's saying, my spring collection is
live and to give away time. The way to enter this
competition is too light. This post then tag a friend or lots of friends below
telling them about my new work has just gone live my website and basically
help her spread the word. And you'll be entering
into the giveaway to get some of these
amazing new products. And I'm going to
scroll down to show you that she's also attached the hashtags to this
particular post as well. So in this case,
using a maximum of about 30 hashtags on Instagram hashtags is still
key way to organize content. I recommend if you can
use up to 30 hashtags, why not do that for
yourself to maximize the exposure you can have
for your content as well. You can see that a lot of hash
like that she's using here is very specific to the
product that she's promoting, rather than using
very general ones, Let's say pottery or
pottery, art, et cetera, where it's very
general in the sunset, everyone's gonna be
crawling to those hashtags. So it's very hard to
stand down and gets seen. However, a lot of these hashtags here are very much
about slow living, about the beauties
behind nature, which is very relatable to
this particular product. Anyway, she's using
a very artful way to reach a new audience. And also an audience,
as she knows, will love this kind of product. Another thing I want to
mention here is that on her bio within Instagram, you can actually now put
a lot more information in that black bold line that
you see there on the top. This is a great way to perhaps
add some keywords that your audiences might be using
to search your account. So in this case, she
put pottery as one of her keywords because obviously her products, mainly
pottery based. When someone's
searching on Instagram, powdery brands and businesses to follow should definitely come up under that keyword search. The way to think about
the Instagram bio here, which she said, a window into the
college studio potter, Katie cost in life and creativity in the
Oxfordshire countryside. A lot of times I would say don't overthink it when it comes
to creating your bio. And in this case, she kept it really straightforward
to the point. Exactly what you get when
you read the bio and decide whether or
not you want to follow this particular account.
11. Facebook Deep Dive: Now let's take a
look into Facebook. I'm sure many of
you who's watching this course right now probably know this platform fairly well from a personal
perspective, or maybe even a little bit on
the business side as well. But I want to mention
some of the key stats behind this to give you a better understanding of how to leverage Facebook the
right way going forward. So Facebook is one of the largest social media
platforms out there. And actually it's the favorite
social media platform is still a choice as of this year. And it's the favorite social
media platform of choice for 35 to 44 year old age group. So slightly older
than the Instagram, because Instagram is 90% of the user base is actually
under the age of 35. People here has been on average about 33 minutes per
day on Facebook. And also interestingly, as something to keep
in mind is that over 80 per cent of people use Facebook now on a mobile device. So what that means is essentially
the potential content, whether you're exposing your
contents of your audiences, will be on a much more
smaller screen size. You want to keep that in mind
as you're creating content. For example, having
the 1080 by 1080, which is the square format, works really well
on Facebook to get a lot bigger potential
real estate when it comes to appearing on people's social
media feeds as well. Now interestingly,
there's an active and growing user base on Facebook groups every month. So what we're seeing here
is 1.8 billion people. So it's 1.8 billion. Use Facebook groups every
month on this platform. And maybe you saw have also tested Facebook
groups in the past, were used them in the past. Where it's a great private
community can tap into within the much larger
network that you can also engage in very
targeted conversations with other users who
may be having the same, similar interests as you
in that particular space. Another thing to
keep in mind is that the organic reach on
Facebook post is very low. Currently is only 5.2%, which means that only five, just over five per cent of your audiences will
actually see your content. And also means that
if Facebook is a pay-to-play on
the platform, well, I mean by that is that you
have to pay for advertising on Facebook in order to
really win on this platform. And actually Facebook
advertising is probably still one of the
best ways to reach very laser target audiences who are within that
key demographic group, 35 years old and upwards. And how you can
leverage that targeting to actually reach the right
audiences at the right time. So here on the show you
guys a really good example using Facebook pages in the right way to
garner interests from all the answers in that
target audience base. So here's simple
green smoothies, which is one of my
favorite Facebook pages. I would say that I
love on this platform. One of the great
things that they do I want to show you guys here is that we click on their
Facebook banner, will take you to essentially
is another call to action on joining their free
10-day smoothies challenge. These challenges are super engaged because people
joining the challenge, they will actually go into
a specific target groups. So a Facebook group where people can join him there for
that period of ten days and then get these really
great encouragement and also live trainings and
light materials from the actual business on
complete this challenge. You can actually
sell it for here. So they actually included this as a description to the photo. So it's a great way to add that additional link
in your content. So we click on the
link, you'll be taken to their
smoothies challenge, where you can enter your name and email addresses
to join there.
12. YouTube Deep Dive: Let's take a look at YouTube. Youtube and then the one on my active platforms
that I currently use. So here's a little reminder. If you haven't seen
my YouTube channel, you can actually find
me on this platform by typing my name Laurie Wang. And you'll find my channel
there where it has a lot more useful information and tutorials that
you can leverage for your social media learning
journey going forward. Now, YouTube is actually the world's second most
visited website. So that's a very
big claim, right? In the sense that the first most visited website is
probably Google. And YouTube is the second
largest search engine as well when it comes to
searching for content. Interestingly,
because YouTube use be more of a desktop
type of platform, they've also recently pivoted
to include YouTube shorts, which means that they have now optimizer content
for mobile with actually 22% of users using
on their phone and growing. One thing to keep in mind
that this new format, the YouTube shorts, it receives over 15 billion daily views. So there's actually a lot of new opportunities there
to get in front of new audiences for
the very first time by leveraging this
format as well. And in my opinion,
if you currently already creating content for, let's say Instagram or TikTok. Why not reuse the same
vertical video format for YouTube shorts as well? In terms of the type of content people are interested
in this platform. What's interesting
is that a third of Internet users watch the how-to tutorial video every
week on this platform. And we couldn't looking to
run advertising on YouTube. The male audience in the 25 to 34 age group are YouTube's biggest
advertising audience. I want to show you a
really great example of a fantastic YouTube
channel done right? In this case is Ali Abdul. His channel is actually
all about how to explore the strategies and tools that help all of
us live happier, healthier and more
productive lives. So fairly broad in terms of
where he covers a topic. And actually the
interesting thing is that he started
off his channel way, way back when he was
talking about his life as a junior doctor and how
he was able to, um, study better in terms of
exams and also how he actually advancing his career and everything else
around productivity. And then after that, he
decided to actually expand his overall topic because he realized he has
other interests, areas he wants to cover. But also the audience
started growing from that niche area as well. But the key thing here is that
on YouTube is much better to actually have a niche
area to hone into, initially expand as
your audience grows. Another interesting
thing here I want to mention is that what he's done, he's also, he leveraged that YouTube shorts
format fairly well. So he actually use YouTube
as a way to give people a taster of his full videos. When a lot of times,
Let's be honest, we don't always have the time
to sit down, Washington, 11 minutes or 12 minutes video, but we do have the 30 seconds to a minute of time to
watch the shorts. And from these
shorts you will get a nice insight of what
he usually talks about, histology presentation, his,
his personality on camera, and how you actually
present is videos. Really good sense of
that straightaway. And you can decide
whether or not you want to actually contains
a subscriber to him. Grass, watch more of his videos. And the key thing
here with YouTube is that as you're growing on this platform, consistency
really matters. Because when you regularly
publish new videos, let's say every week
or twice every week, whichever consistency that
you can actually manage, it helps your audience
to realize that you're always going
to be publishing on a regular schedule
and the lookout for your content
during the same time. Every week, for example, every month or every two weeks, whichever consistency that
you actually adhere to. And of course, with any
social media platforms, more often is probably
better than less often. But again, don't burn yourself out just to maintain
a consistency. That's actually unrealistic. And therefore, you
can actually maintain a much more longevity of
success on social media. Another thing on
YouTube that matters a lot are the thumbnails, which essentially are
these images that you see on top of every
single video. And you can see how here
Ali has a very specific way of doing his own thumbnails
in his own style. So you don't adhere to a
specific way of doing things. However, it's whatever
works best for you. And actually
anything in digital, especially on YouTube,
is all about testing. When you test different formats of different types
of thumbnails, you'll see what works
best for your audience. To entice them, to click on that video and to watch it
as well from their side. The other thing, to make sure
that your keywords actually included in the overall
title of the YouTube videos. So in this case, let's say
how to invest for beginners. Nine passive income ideas, how it may 27th week. These are all very
interesting titles, but same time including
the keywords that alley is trying to
convey in his videos. These titles have to
really deliver on the promise that you're giving the potential viewer
on this video. So if they click on that video, are they going to get exactly
what you said in the title? If not, then they'll
quickly leave and the YouTube algorithm
will recognize that this video isn't actually
relevant and you want really rank
underneath those keywords. So thumbnails and also the
amount of time that people watch your video is super
important on this platform, as well as all the other
engagement factors. Like for example, giving
your video a thumbs up and also leaving comments
on the video as well. So when you do make videos, make sure to encourage
your viewers to do these actions
throughout the video. And also entice them to
watch it to the end. If there's any particular piece of information that
you can actually give them at the end to run
up the video as a whole.
13. Twitter Deep Dive: Alright, so let's take
a look at Twitter. Over 70% of users on this platform and men
and tutor spaces, which is basically the rival of audio apps like
clubhouse for example. Where you're on
there to listen to an audio of a discussion
or a presentation, or a room of people discussing something they actually saw 10% rise in conversation
leads to 3% rise in sales. That means that if
you currently are on the Twitter spaces and
you're managing a room, let's say on the
specific topic of your industry or your business. If that leads to conversation, leads from the discussions
you're having in there, then that can actually result in three per cent rise in your overall sales
within that room. And also running advertising on Twitter is the
most affordable. And you should
definitely test in this platform because
lot of times you can get feedback very quickly given the large mass audiences you're running your
ads in front of. And actually over 54%
of Twitter users, more likely to
purchase new products from those of the sea
currently on that platform. A very high likelihood of
having that buyers intention. And the interesting
thing here for businesses that are maybe in
the e-commerce space is at 54% of Twitter
users are actually more likely to purchase new
products on this platform. So I now want to take you through my current
Twitter account to show you some of
the key ways that you can use twitter
as a beginner. So first of all, when
you first sign in, you will be asked
to create a bio, which is what you see
here on my Twitter bio. So keep it short and sweet. I would say keep it to
the point of telling them exactly who you
are, what you do. Your previous
experiences are like you see here that
I've labeled and also a link to your landing
page or website choice. Remember to give it
some credibility if you have them and don't be afraid to showcase your
experience and don't overthink it because like
anybody on social media, you want to make it simple, succinct to the point. And also now if you are one, the review so REV
you IUIE users, which is a software that Twitter acquired
a few years back, then you can actually embed your newsletter sign-up here as well. Now, if you signed up already, then you can just have
this start reading button that people can start
looking at straightaway. But if, let's say
it's a new reader or new person and never came
across my account before. When they click signing up, they can literally
send up within the click of a button within Twitter and that
person's e-mail address be added to the platform. And therefore, I now have gained one new email subscriber. So a great way to collect e-mail subscribers if you're using the strategy they want to tell about here using Arvin cow, which I think is a really
fantastic account. And he's grown his Twitter following tremendously
over the last few years. But also it's great about
him is that he does a really great way
of demonstrating how to use Twitter
threads correctly. And Twitter threads is
something that is very popular currently on the platform where you can gain
law of attraction, of growth because people love reading these valuable
threads path for information. So Twitter threads, essentially
a string of tweets are linked together when you
tween them all in one go. So in this case you see
he has a top tweet here, which are the top 50 bite-size
Twitter growth tips I've used to build falling over
66 thousand followers. And then he linked to them
underneath one-by-one. So let's start today's
tip saying thank you. And then Twitter is
a visual platform, but here's how they
use Twitter spaces. And then he goes on to,
you won't get anywhere begging or offer fall
for follows in the bill. Real connections with people,
et cetera, et cetera. And he linked up 50
bite-size Twitter grow tips. Within this thread. A mega threads are full of useful information
that you definitely want to save as
an audience here. But also a lot of
people who didn't like and retweet as well. Because Twitter has a
fantastic function of retweeting very quickly
with your audiences. It can create a lot of
visibility very quickly for someone that perhaps don't even have that many followers. But if your content
is really great, then that's what you really
well on this platform, especially if you
caught the attention of the audience is out there
within your industry. So the credit tweet,
you simply click the tweet button on your mobile. You can just go to
that Tweet button and then start writing. And currently you are allowed up to 280 characters
in your tweet. That means that once you
hit the 280 characters, which is still relatively short, they wouldn't be able
to write anymore within that first tweet. Now, if you have a lot of information you
want to pack into, let's say a Twitter thread, then you can do
several one of them at a time and obviously tweeting
them after one another. But the key thing here to remember is that
generally speaking, really keep your tweets
short and sweet to the point and make
it easy for users on this platform to skim through
because they're usually very quickly scrolling through their phone to go to
the content there. You want to make it easy,
digestible as possible. I recommend using bullet
points, for example, if you can or dashes to
make different points. Just to make it as clear as possible to read
for other users. Just want to say here, another great thing
is for Twitter, you can actually pin your most popular
content or the ones that you want to get seen first at the top of your
Twitter profile. So here's my pin tweet from
my speaking back in 2019. Why did the keynote with
social media week in London? I want to make sure I new
people who don't come into my profile are seeing
this content and therefore be able to connect
with me further in terms of my background in social media as a trainer and
also consultant. The key thing here to remember about Twitter is
that you want to make sure that you are engaging in conversations with others. Not just tweeting on
your own profile, especially when you're
first starting out with almost 0 followers
in the beginning, you want to make
sure you go there, reach out for those
conversations. And especially those of your perhaps much more follow influencers who have a very
active and engaged community. You want to be in there to engage with their
community as well. And therefore making connections with some of those individuals willing to come back and follow you and also your content too. So that's one of
my tips and how to grow quickly in the
early days of Twitter.
14. LinkedIn Deep Dive: Now let's take a
look at LinkedIn. So 49 billion people
use LinkedIn to search for jobs
every single week. That means if you currently
in the business wearing to recruit individuals for new employees to LinkedIn is a great place to
be to demonstrate your value as an employer. And also using those content to attract really great people into your business at
LinkedIn posts with images gets two times
more engagement. And I've actually
test this myself. So definitely try
to include imagery or visuals with your posts. And generally
speaking, looking at marketers for B2B brands, they saw two times higher
conversion rates on LinkedIn ads versus the ads they ran elsewhere
on social media. Because the beauty
about LinkedIn ads is that you can
actually use it to target specific job
titles of individuals, especially if you're
in a B2B business, we're going to reach the decision-maker
within that business, then you can actually laser
target your ads with them. I'll be at LinkedIn
as a little bit more expensive than other
social media platforms. However, if you're driving for much higher value leads
where let's say each leaf. And if it turns into a client, it can actually lead
to a multi-thousand dollar contract, for example, then those more
expensive leads you're paying for it could be
worthwhile and a long-term, especially if you're
looking for return on investment on marketing. Actually four or five people on LinkedIn drive
business decisions. So that's a great place to be, especially like I said earlier, you're in the type of business
where you need to reach decision-makers who
are able to make that decision on whether or
not to hire a contractor, for example, or another
business services. And the moment and I agree with this point is that
seventy-seven percent of content marketers agree that LinkedIn produce the
best organic results. And that's very true
because if you look across social media nowadays, LinkedIn still has the
best organic reach, says People who are senior
content for free without you paying to sponsor that content to be shown from other people. The reason for that
is because every time someone comments or likes one in your content pieces
that actually shown to all their networks
as well to see that they've commented
on it and they liked it. So that's a great way to amplify your content even further very quickly within the network, I've seen pieces of content where if it's done really well, get hundreds and thousands of
likes engagements straight away because the
amplification effect of that on LinkedIn, and that's why it's a really
attractive place to be. Well, here's a LinkedIn deep
dive in terms of how you can create your profile to
shine on this platform, and to be able to actually
attract those that you're looking to have in
your network going forward. Here's my probiotic loans. So I have a specific tagline
that I like to include here, which is basically telling them exactly what they're
looking for on LinkedIn. So let's say someone's searching for digital marketing
specialists, or let's say a social
media marketer, growth marketing,
digital content creator, a keynote speaker, than I will actually come up under
nodes, keyword searches. And that's why it's
important to have those in your profile possible. So have a think about
what kind of keywords you would like to have in your profile when
others are searching for people like you on LinkedIn. Because I change my profile
into a creator profile. I also talk about the content I'll be sharing
under those hashtags. So mindset resembles
one of them, marketing, social media, personal branding,
and person development. And down here, I actually have pinned a lot of posts
that introduces myself, maybe provide some
useful content from my audiences onto the top
of my feature content area. When others are
coming to my profile, you can see those first a
bit like what you see in other social media
platforms where you can pin your best contents the top. This is exactly what's great
for currently less than your products and
services that you wanted to individuals to. You can also pin them here
as a specific posts as well. Here you can see
all the activities of your current existing feed. And also what others
have said about your posts on the back of that, Here's a fantastic
area to really showcase who you are
because you have a lot of real estate on this place to actually
talk through who you are, what do you do and how
you can help someone. So I recommend really
think deeply about how you can draft this in terms
of your background, your experiences, and the service that
you currently provide, as well as how they can
get in touch with you, which has all the information
that I have here. Scrolling down, you have all
the different experiences that you had in your
posts and your career. So make sure it
lists out the ones that you currently
are working on. Even side hustles count if you want to make sure
those are public. And to have all those on your profile to showcase your experience in
different ways. And also have your
previous experience of your work and career, et cetera there as well. Now, I want to mention
something here specifically which is
called recommendations. I think recommendations
are fantastic way of when you're finished with
the service for the client. If you're in a
service-based business or let's say you currently
have a freelancer. We're looking to build
your freelancing business. When you are done with a
specific client project, to ask them to leave a great
review on your LinkedIn. Because when others
come to your profile, that also raises
your credibility. But as well as when people are actually seeing that you
have a lot of reviews. It gives you this authority in terms your
expertise in the area, and also tells LinkedIn to show your search result of your profile higher
than those of others. We may not have as
many recommendations. Recommend requesting
those as much as possible when you are able to do that with your clients and make sure they give recommendations
to others as well. It's another way to build
really deep relationships with others that you
worked with before. And you can also include
publications, Let's say, articles that you've written
on LinkedIn in the past. I've also listed on your honors and awards that you've received, as well as languages you currently are able
to speak as well.
15. End of Part 1: What's Next?: Thank you so much for watching
part one of this course, and I hope that you enjoyed it. And I look forward to
sharing with you very soon. But the meantime, I
invite you to try on their class project where
you can actually go through everything I
taught in part one so far to really create
that objective and the goals in mind
of how you want to connect your social media
with your business goals. And also understanding the
various different channels and how you can actually choose the right channel to
shop the right places for your audience where they're actually hanging out online. So hopefully find
all that helpful in one place here in part one. And looking forward to
seeing you very soon in part to have a
great rest of the day.
Laurie Wang, YouTuber and Creator
