social media

  • Instagram Pinned Posts – What to Pin on Instagram and How to Pin

    If you’re like most small business owners, then you’re always on the lookout for new and innovative ways to market your business. And if you’re not already using Instagram, then you’re definitely missing out! Instagram is a great way to connect with your customers and share images of your products, services, share a peek behind the scenes, and so much more.

    One of the newest features – and coolest to my marketing-focused mind – is that you can pin posts to your Instagram profile so that they stay at the top of your feed. Instagram pinned posts are front and center for new people first checking you out and those long-time followers who are finally ready to engage more with you.

    The question is what to pin. Should you share your most engaged posts, a sales pitch, an educational reel, or something else?

    In this blog post, I’ll show you how to set up your three pinned posts on Instagram and a few ideas of what you should be pinning to get the most value out of them.

    What to Add to Your 3 Instagram Pinned Posts

    Instagrammed pinned posts are a great way to address HubSpot’s Flywheel model that replaces the marketing funnel of days past.

    The idea of the Flywheel is to “Attract, Engage, and Delight” the strangers who become prospects, then customers, and eventually promoters of your business. It keeps your business growing. You can learn more about the HubSpot Flywheel on their website.

    Back to the Instagram pinned posts…

    The three posts that you pin to Instagram should move people along in their buyer’s journey and help them to build a relationship with you and your brand.

    Following the Flywheel, let’s look at a few options. The types of posts listed could overlap in multiple steps of the Flywheel:

    • Your newest post
    • An educational post with a CTA to send you a DM
    • A post that quickly shares what you offer
    • A Q&A thread post to keep the conversation going
    • A client testimonial
    • A post that sets the tone for the rest of your feed (colors, fonts, design, etc.)
    • A post that explains how people can get started
    • An introductory post that shows why you’re the right person to work with
    • Your most engaged post or reel

    Use a mix of single-image posts, carousels, reels, and videos in your top 3 pinned posts. People absorb information better in different formats so trying to connect in multiple ways is always helpful.

    How to Pin Posts to Instagram

     The process to pin posts on Instagram is simple to do the first time and when you want to switch out your pinned posts to something else in the future.

    Here are three easy steps to set your pinned posts on Instagram once you’ve identified them:

    1. Go to your Instagram profile and tap the post.
    2. Click the ellipsis (…) and tap “Pin to your profile.”
    3. Repeat for the other two posts.

    That’s it! You can confirm the three posts that are pinned by the pushpin at the top right of the images on your profile.

    Removing pinned posts is just as easy. Click the post you want to remove, tap the ellipsis, and tap “Unpin from your profile.”

    Need help with your Instagram strategy?

    In addition to our done-for-you services, we also offer digital marketing consulting and coaching. This option saves you some money and allows you to handle digital marketing yourself. Click here to send a message and set up a call. Your first 15 minutes are free!

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  • How Website Load Time on Mobile Affects Your Facebook Page’s Reach

    Earlier this week Facebook announced that they’ve once again changed the algorithm delineating which content to show in users’ News Feeds. Content shared from websites with slow load times on mobile will decrease in views over the coming months.

    “During the coming months we’re making an update to News Feed to show people more stories that will load quickly on mobile and fewer stories that might take longer to load, so they can spend more time reading the stories they find relevant.”

    While this should fire you up to check on your own site’s load time, don’t forget about the OPC (Other People’s Content) that you’re sharing. If you share a lot of OPC from a slow moving website, your Page’s overall reach will begin to lessen.

    Facebook went on to say that the user’s “current network connection” will also be considered. If the user has a slower network connection, and the web page URL you’re sharing has a long load time, it will appear lower in their News Feed. Obviously, you don’t have control over their network connection, so the focus is on the time it takes your website to load that page on mobile.

    Testing and Improving Your Pages’ Loading Times

    The first thing you’ll need to do is check mobile load time. Facebook provided a list of Best Practices to Improve Mobile Site Performance that included a few options for evaluating current load time. Below is an example of the information you’ll receive on PageSpeed. This tool was easy to use and very self-explanatory. It even provides suggestions on how to optimize your page further.

    pagespeed_insights

    I also tried a few of the other tools on Facebook’s list. Instead of an overall grade, many gave me specific load times and were honestly overwhelming with the amount of data provided. Those tools are more for a developer, while the data from PageSpeed offered suggestions I could follow through on myself with a little bit of digging.

    As a site owner, this may feel frustrating, but looking at it from a user perspective this algorithm change makes sense. Improving your website for a better mobile experience is necessary in today’s world, especially if you want to reach your audience on Facebook. According to Venture Beat, 56.5% of users only log in to Facebook from mobile. Another eye-opening data point – there are over 1.74 billion mobile monthly active users on Facebook. If you don’t speed up your pages load time over the next few months be prepared to see your Facebook referral traffic fall.

    If you don’t improve your loading time over the next few months, be prepared to see your Facebook referral traffic drop. Now more than ever before is the time to consider the user experience of your website.

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  • How to Educate & Entertain Your Prospects with Videos and Images

    When it comes to building a relationship with your customers, visuals – specifically videos – are your best option. In this Social Media Day Recap, you’ll hear from various experts on how to educate and entertain your prospects with video and images while guiding them through the buyer’s journey. Read on or watch the video below to learn how your brand can build solid relationships with your audience through the use of video content.

    How to Invite User-Generated Content on Snapchat

    Mark Kaye, a host on the radio station 95.1 WAPE in Jacksonville, is a Snapchat influencer. During his session, he talked about how to involve your viewers and encourage them to create content. User generated content can then be used in other ways. He made a “12 days of Christmas Mash-up” by asking followers to send him one word that they like most about Christmas. He then took all of the clips and pulled them together to make a video.

    Casie Shimansky from Cisco discussed their employee advocacy program. They enlist employees to conduct daily takeovers of their Snapchat. Selected employees are given the password to Cisco’s Snapchat and encouraged to post to their story. Their posts include snapshots of their days while working at Cisco, their favorite products, and more.

    Casie_Shimansky

    Focus on a Problem in Your YouTube Videos

    Roberto Blake is a Designer, YouTube Creator, and Marketing Consultant. He recently hit the mark of 1,000 YouTube videos on his channel. Roberto noted how 80% of adults over 25 years old are watching videos on YouTube. To build your brand on YouTube, he recommends owning a problem.

    You can look at YouTube as oversaturated, or work to own the problem or solution that your company solves. If you’re not sure what to create your videos about, Roberto recommends starting with a Twitter search of #_____problems (fill in the blank with your industry). Try to address every stage of the buyer’s journey. Create content answering your company’s FAQs to save your sales team time from answering the same questions over and over again.

    How 100 Facebook Live Videos in a Month Evolved to Two a Week

    Nasdaq’s Head of Social Media, Anna Gonzalez spoke about how they’re using Facebook Live in their content strategy. Their social team consists of three people, but that didn’t stop them from creating 100 videos in one month. A few other months they were pretty high up there with their video count too. They’ve scaled back now and publish about two a week, but they collected a lot of data to analyze during those high volume months.

    Anna_Gonzalex_NASDAQ

    Anna pointed out that a view is counted after three seconds of a person watching your video. Keep this in mind when analyzing your own videos. Experimentation on Facebook Live is a must, especially with their ever-changing algorithms.

    Influencer Marketing and Instagram

    Marketing expert Kenny Harper is Co-Founder of Rock My Image in Jacksonville. He talked about influencer marketing and how 92% of those who have worked with influencers see it as successful. To be the best influencer you can be, he says to be consistent. That doesn’t mean daily postings but stick to a schedule.

    Chad Israel from Hertz Rent a Car gave real-life examples of how their brand is partnering with influencers. There doesn’t have to be an exchange of money; many influencers will collaborate on a trade if what you are offering is valuable to them. In their case, a rental car. Working with influencer Matt Pierce, Hertz invested about $3,000 in trading a car for two months. Chad said that the return on investment was about $200,000! That’s from images and video assets that the influencer created. This example showed that you don’t need a huge budget to work with influencers.

    The final speaker at Social Media Day Jacksonville was Curtis Midkiff from Southwest Airlines. Previously a DJ, his entrance with a Yankees cap and Jay-Z playing in the background only made sense. Curtis reminded everyone about social listening to gauge audience sentiment. He said you need to have a plan but be flexible, adapting as necessary.

    Curtis_Midkiff

    Tieing back to part one of my recaps, Carlos Gil said, “The word fun is often lost in marketing.” When creating content of any kind remember to make it enjoyable. People don’t want to see advertisements. But if you make it a pleasurable experience, they may not be so apt to jump away to the next thing online.

    [bctt tweet=”The word fun is often lost in marketing. – @carlosgil83 #SMDayJAX” username=”meaghanmae”]

    Read and/or watch part one of my Social Media Day Jacksonville Recap: Biggest Takeaway from Social Media Day Jacksonville – Video is a Major Key

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  • How to Find Powerful Hashtags for Social Media

    Over the last few weeks, I’ve had two yoga teachers ask me about how to use hashtags on social media. Technology is often not high on the priority list for many yogis, and I’m gathering that very few in our industry know how to attract new students or customers by properly utilizing hashtags.

    If you grew up with social media this may not apply to you, but you still may learn a new way to find powerful hashtags that can help to get your brand noticed. Skip down to the section on Finding Hashtags if you already know how to use them.

    Finding Powerful Hashtags

    Hashtag Basics (or #basics)

    Hashtags help you to get noticed. If you click on a hashtag on Twitter, it jumps you to a stream of every tweet with that hashtag. Same goes for Instagram and Facebook. Someone that is interested in yoga is likely to scroll through photos/posts with #yoga. If you’re using #yoga too, they’ll see your image.

    Try to use only two per tweet, maybe three max. You should be using them in EVERY tweet you post.

    On Instagram put your hashtags in a comment below your caption. You can use up to 30 on Instagram.

    For Facebook, a lot of people don’t use them. I’ve even had some people ask me why I was using them there and almost get defensive like I wasn’t following the “Facebook rules.” But, these were individuals who don’t work on digital so, poo on them! If you do use some in your Facebook posts, three is a good number. Test it out and see how your audience takes to it.

    LinkedIn is another place where many users aren’t used to seeing hashtags, but you should still be adding them to your posts. The hashtags on LinkedIn help to categorize posts and allow new readers to find your content.

    Finding Hashtags

    You’ll need to find hashtags that are relevant to what you’re sharing. So if your post is about writing a book use tags like #amwriting #fridayreads #amreading, etc. You can find new ones to use by looking through the streams of others using these hashtags. Click a photo in the hashtag stream you’re viewing and see what other tags that user listed.

    If you are targeting a geographical area, use relevant hashtags to your region, i.e. #StAugustine #JaxBeach #Jax. Again, if you look at other people’s posts, you can find new hashtags to use on yours.

    Here’s a trick to finding new hashtags on Instagram:
    Go to the search section on Instagram and click the Tags tab.
    Type in the hashtag you want to find more about (using yoga in my example). You can see from this screenshot a list of other relevant hashtags.
    >hashtag_research_instagram

    Click one of the tags and then read the Related hashtags at the top of the page, you can scroll to the right for more. This can be a rabbit hole and lead you to find tons of new relevant tags.
    >instagram_hashtag_research

    Hashtag research will lead you to new accounts you may want to take notes from and follow. Reviewing what works for others in your industry is smart. Check out what are other yogis are using that appears to be gaining traction for them.

    Another way is to start writing a word and see what tags auto-populate.

    When looking for hashtags to use on Twitter, I often consult Hashtagify. It provides you with a popularity rating of a particular hashtag and gives a web of relevant hashtags. Again, this can be a rabbit hole and can lead to an overwhelming amount of results. I use Hashtagify weekly to find new hashtags to use on social media.

    hashtagify_yoga

    Finding hashtags is something you want to revisit regularly. New ones are popping up constantly, and you’ll want to test and reevaluate the ones you are using every so often.

    Do you have any other ideas about how to find new hashtags?
    Let me know in the comments below! 

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  • 3 Ideas to Borrow From Yoga & Apply to Your Social Media Marketing

    Looking at the parallels between yoga and social media might sound unnatural to many. But as a yoga instructor and social media professional, it seems normal. Here are three parts of yogic thought that can be rolled into how you approach social media in your business.

    -Centering
    -Drishti (focus)
    -Pranayama (breathing)

    Now let’s take a closer look at each one.

    Centering

    Centering or meditation often starts out yoga classes. It’s meant to bring you into your space, allow the mind to calm, and create a sense of body awareness. Centering is also the time when the teacher lets you know what you’ll be doing in the class, a plan so to speak. In social media listening and planning should be the first steps.

    While practicing yoga the practitioner aims to quiet the mind. Social listening requires silencing your initial ideas of what to share and rather listening and analyzing what others in your industry are saying and talking about first.

    You should pay attention to:

    -What questions is your target audience asking?
    -What problems need solutions?
    -What real-time events are happening that can allow you to enter a conversation?

    Drishti (focus)

    The dancer pose is one of many asanas that requires a focused gaze, or a Drishti, to maintain balance. Without focus, you will wobble from side to side and fall out of the posture.

    natarajasana_jamaica

    In social media, you must have a focus too. Otherwise, you can get pulled in various directions. Keep a business goal in mind as you utilize social media.

    Some companies use social media mainly for customer service reasons; others use it to increase brand awareness and for lead generation, etc. Be sure to establish your primary objective when starting to use social media in your business.

    Pranayama (breathing)

    Each inhale has an exhale, just as each interaction deserves a reaction from the brand. Maybe the reaction is a quick tweet to thank someone for sharing your content, simply a like, or perhaps you respond with a question asking what the person’s biggest takeaway is. Just as there are different types of responses to an interaction, there are many different pranayama techniques.

    Approach social media marketing as you would a headstand. Prepare a plan, stay focused, and keep breathing.

    If you need assistance with your social media plan, shoot me an email or give me a call. Let’s work together to get your yoga business discovered by more students!

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