Become relatable

I was recently asked to be a guest speaker at the Coast to Coast info night.

It’s designed to help first timers with planning their C2C journey 🚴🏽‍♀️🏃🏽‍♀️🚣🏽‍♀️

Initially, I thought, why on earth would they want me to speak? Surely, there are people out there way more qualified to give advice on the prestigious multisport event.

And there are people with a lot more experience than me. But it turns out, people want to hear about the real stuff from someone who was in their position a year ago.

They want to find out what it’s really like — blisters, highs, lows and all.  

And then it made total sense.

For people to really engage with advice they have to be able to relate to it.

And it’s the same now with content for social media.

When people see businesses selling their products and services on social media, if they don’t feel a connection, it’s going to be a much harder sell.

So the trick is, to not always be ‘on the sell’.

Not every bit of your content has to be about your product or service. It could be about the cute dog that visited your office, or giving your receptionist, Sally, recognition for doing a half marathon on the weekend.

Your aim should be to build a relationship with your potential customers. Let them get to know and trust your business through more casual, relaxed, relatable content.

But why would you waste your time creating content that doesn’t sell your business?

Because when you’re relatable, you build trust. And it’s that trust that allows your customer to feel comfortable eventually buying from you.

Just like my Coast 2 Coast talk. I was relatable; I shared real stories (and photos) that gained trust. And ultimately, I helped people feel more comfortable (and excited) to sign up.

So if you’re wanting to mix up your social media content or you’d like some advice on doing Coast 2 Coast for the first time. Let’s talk.

~ Sophie

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No one has time for mediocre

When we’re all bombarded with content — emails, facebook posts, notifications etc — to get our attention, content has to be good.

In fact, beyond good, it needs to be engaging.

Especially when we’re talking about Facebook.

A good engaging Facebook post will grab your attention, stop your thumb from scrolling, make you feel something. You’ll probably like it, comment, or tag someone.

And these days, more than ever, that’s what the Facebook algorithm wants.

Facebook will prioritise engaging, relevant content over ‘salesy’ and generic posts. They want to make your Facebook feed more personal and satisfying so you continue to use their platform. Makes total sense.

So what’s the secret sauce for creating engaging content for your business?

Well, that depends on your business, and who you want to engage with.

But here are some general tips:

  • Always use great images and video
  • Step into your customer’s shoes and think about what matters to them
  • Aim to start a conversation with your customers. And if you start a conversation, be prepared to invest in it and respond individually to peoples comments
  • Avoid words such as like, share, win, tag these are obvious clickbait and Facebook will flag them. Instead, go for terms such as know someone who needs this? your thoughts?
  • Spend money boosting your posts, carefully defining your target audience

Facebook Live works a treat too. Watch your reach and engagement stats go through the roof. And the best thing about Live is that it doesn’t have to be a slick, professional video. The more casual and raw the better.

So if you’re not keen on mediocre, and you want to talk about engaging content for your business, then let’s talk.

 

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Social media content: No need to start from scratch

 

We had a few kids at our team meeting last week.

Flexible working, school holidays. You know the drill.

Anyway, my son Harry (12) showed us his latest stop-motion video. He’d spent hours creating a Lego scene and then moving and photographing pieces of lego to make a short stop-motion clip.

Everyone was impressed.

A lot of work had obviously gone into it.

But actually – not as much as we initially thought.

You see, it turns out Harry had made a lot of the pieces in previous Lego playing periods. A couple of cars and a garage, and some other bits and pieces and then he’d used them all on his project.

He didn’t start from scratch.

And that’s the same with social media content.

You don’t have to start from scratch.

You can use resources you already have.

  • Blog posts and articles (share them whole or break them up into bite-sized snacks)
  • Upcoming events
  • Relevant industry news (use someone else’s hard work)
  • Behind the scenes snaps (don’t be afraid to show the real you)
  • Product and brand imagery
  • Your people (Live)

The list goes on.

There’s a whole lot of stuff that you’ll be doing via business as usual that could be cross-purposed for social media.

Like my son Harry did, you can take pieces that you already have and change them up to get an end result.

You just have to think about what, how, and why.

Not sure what you’ve got or where to start? Let’s talk.

And here’s Harry’s animation #proudmum

~ Likeable Kat

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Alarming Results 📢

Wondering what makes a good email campaign?

If so, you’ll know there are plenty of stats you can measure:

  • Opens
  • Clicks
  • Unsubscribes

But for anyone selling services, there’s another metric that’s even more valuable.

Replies.

Take our client Be Alarmed.

They’ve installed security systems for a bunch of local clients over the past 14 years.

But what they’ve not been able to do is set up a simple (non-labour intensive) process to contact their clients about getting their security serviced. Until last week that is.

Now they send an automated email on the anniversary of the security system being installed.

And from the first lot of emails sent, they had 11 replies in 2 days.

  • 2 saying ‘thanks for heads up’
  • 1 saying ‘please update my contact details’
  • 1 saying ‘we’ve moved, come round’
  • 1 saying ‘we want an upgrade’
  • 6 saying ‘yes please or we need your help with something else’

Not bad huh.

Turns out about half the people who responded wanted a service. But the email also prompted other opportunities. We were on and off their to do list in less time than it takes to make a cup of english breakfast.

And the best thing is, now the automation is set up, the replies should keep rolling in all year round.

Could email automation work for your business?

If so, we can help – just hit reply (see what I did there?)

Cheers, Sophie

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Facebook on trial

Mark Zuckerberg is on trial this week.

Facing the world to defend his position on Facebook privacy.

The outcome will be interesting for Facebook the business, its users, and the tech industry as a whole. The Cambridge Analytica scandal has in effect, put Facebook’s entire business model on trial.

And that got me thinking.

As businesses, we’re all on trial.

Not to the same extent that Facebook is right now, but we’re on trial with our prospects and our customers every single day.

Because our customers are constantly making judgments about us:

  • Do we understand them?
  • Will we solve their problems?
  • Can they trust us?
  • Do they like us?

These are all reasonable questions, but sometimes as businesses, we get so tied up in our own stuff that we lose sight of our customers and what they need.

What about you. Would your digital marketing pass muster in a trial with your customers?

If you’re not sure, ask them. And if you need help, ask us.

Don’t worry, we won’t put you on the stand and ask you a bunch of ridiculous questions. We’ll meet face to face and ask about your customers, your goals, and how we can help.

~ Likeable Kat

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Like riding a bike

I love mountain biking.

Exercise ✔️
Nature ✔️
Mates ✔️
Adrenaline ✔️

But what I love the most is trying to become a better rider.

And with that in mind, one tip I’ve learnt recently is to lift my vision. To look further ahead.

Because the best riders look at what’s coming up, rather than staring down at their front wheel and hoping for the best.

And (you guessed it), the same goes with marketing.

Looking down the digital trail, there are a bunch of changes ahead for those who have lifted their vision.

  • Facebook page organic reach is dying.
  • Messenger marketing is on the rise.
  • And content marketing is the new SEO.

So rather than us all worrying about what time is best to post on Facebook, now’s the time to lift our vision and position ourselves for what’s ahead. For our businesses, and our customers.

If you’d like to talk about where digital marketing is heading for you, and where to focus your efforts, let’s meet up.

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Facebook Wars

Putting all your eggs in one basket can be risky.

And that’s why we never put all of ours in the same one. We experiment, we tweak and we trial.

That’s the beauty of digital.

So when we decided to create some Facebook ads for Likeable recently, we decided to have some fun with it.

A game called Likeable Facebook Wars ⚔️

We each took 1 hour of time, a $100 budget, over a one week timeframe and we created a Facebook ad to see which one had the best response. The best response being who got the most downloads from their ad.

Want to know who won?

We’ll get to that. But before we do, we want to show you the ads we created and what approach we each took.

 

Sophie’s ad

Dan’s ad

Kat’s ad

You’ll see I went with a left field approach spending half of my budget on the free voucher and half on the ad-spend. Dan went for raw factual content to gain your trust. And Kat showed off her humorous side to make you giggle.

By trialling all three ads we were able to see which one performed best and now can continue to use the best performer to maximise results.

If you’re after some fresh ideas for your Facebook ads get in touch.

~ Sophie

PS. Who’s ad do you think got the most downloads? Check below for the winner of Likeable Facebook Wars.

 

Answer: Kat 😀

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Car crash

Last week I crashed my car.

I was driving home from town when it happened.

I crashed into the car in front, because I was looking at a bunch of police officers entering a property, rather than watching where I was going. Yes, I was rubbernecking.

How embarrassing.

But luckily the police were right there to help push my car off the road after the airbags deployed. And thankfully no-one was hurt.

As the tow-truck took my car away, I realised the moral of the story. Don’t worry about what others are up to and don’t get distracted.

Same goes for digital marketing.

There are thousands of things you could be doing, but only a handful you should. Don’t get distracted by what every Tom, Dick and Harry are up to. Do the things that work for you.

For Likeable, we’ve worked out that our blog, our email marketing and our Facebook page are the main things that work for us. We focus on getting those right.

What about you?

Can we help you focus on the right things for your digital marketing? Meet with us.

~ Likeable Ryan

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Finally

2 years ago.

That’s when we first started talking to Smart Pack.

Founded by Leon Currie, Smart Pack supply flexible industrial packaging, specialising in bags and sacks for the primary industry.

Anyway, back in 2016, we offered to help Smart Pack with their email marketing and blogging.

Email marketing, because they wanted to keep in touch with their growing list of contacts.

Blogging, because they wanted to position themselves as experts in their field.

It made sense, but unfortunately, it didn’t eventuate at the time. You know how it goes.

But thankfully, Leon was on our Friday email list. So we’ve kept in touch over the years. And just last month, I nearly fell off my chair when Leon said yes to working with us.

So, last week I published Smart Pack’s first blog and sent their first email campaign. The stats were good, but Leon’s feedback was what really mattered.

Leon tells us he’s wrapped with the response from customers and prospects. And he now has a number of new opportunities in front of him — all because of his first email campaign. He’s also noticed other flow-on effects with increased traffic to his website and activity on Linkedin where he shared the blog.

Now Leon gets how blogging and email marketing works, and we’re committed to helping him for the rest of 2018. The old win-win might sound like a cliche, but it’s certainly the case here.

The take-home message? Get started. Don’t wait 2 years like Leon did because you’re missing opportunities. Leon will tell you that himself.

If you’re sharing relevant, helpful content with your customers, they’ll thank you for it — and eventually, want to work with you. 😀

Want to start email marketing to your customers? Meet with us.

~ Likeable Kat

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Copywriting Hacks

This is my 115th Friday blog.

Yesterday, I looked back at my first ever blog and realised how crap it was. And it made me realise how much I’ve learnt about writing over the past 4 years.

So today, I’m sharing 3 copywriting hacks – the 3 resources that have changed the way we write at Likeable.

1. How to sell the crap out of anything (by Dane Maxwell)

I loved this 10-step guide so much, we made a simplified version of it at Likeable and called it the anatomy of a blog.

2. The 16-part snackable writing course (Enchanting Marketing)

This 16 day mini-course is full of helpful copywriting shortcuts. Enchanted also offer an in-depth copywriting course. Well worth the US$2k investment.

3. Hemingway app

This app makes you a better writer. Copy and paste any text into the app, and it will show you were you’re going wrong. Copy and paste the words from your website homepage to check it out for yourself.

Need help to improve your copywriting effort? Meet with us.

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