Discussing Digital with Melanie Griffiths – Transcript

Discussing Digital with Melanie Griffiths – Transcript

In this episode, Rob Osborne sits down with Melanie Griffiths, the founder of Melanie Griffiths (formerly known as Movement Junkie), to discuss her digital marketing strategies. Melanie’s business revolves around supporting people’s health and well-being through movement, dance, and energy healing work.

Melanie shares her approach to digital marketing, which includes email marketing to regularly engage with her audience through long-form posts and compelling calls to action. She also utilizes various social media platforms like LinkedIn, Instagram, and Facebook, where she shares longer stories and directly promotes her offerings. Lately, she has been experimenting with live video streams and has noticed a significant increase in engagement based on her analytics.

One of the key topics explored in this episode is finding one’s authentic voice and being genuine on video, even when it feels intimidating. Melanie emphasizes the importance of not overthinking content and instead focuses on putting herself out there. She reveals that her most successful posts are often the ones where she writes from the heart and embraces a more uncensored approach.

Melanie also explains how her content creation process has evolved over time. Initially following structured methods, she now describes it as more of an “energetic download,” where she freely writes about whatever is on her mind. While this approach may not be as strategic, it aligns with her authentic personality and has proven to be effective for her.

The discussion delves into breaking through self-censorship both online and offline, with Melanie providing valuable tips and encouragement for others to do the same. She emphasizes the importance of consistency even when growth feels slow, celebrating small wins along the way, such as gaining a single new YouTube subscriber. Melanie confidently states that her digital marketing efforts have positively impacted her business, leading to increased inquiries and bookings.

Listeners can connect with Melanie through her Facebook, LinkedIn, and Instagram accounts or by sending her a direct message. She eagerly invites people to reach out and encourages everyone to say hello.

This transcript of Discussing Digital with Melanie Griffiths has been produced using the transcription function of Easy-Peasy.AI

 

Transcript

**Rob Osborne**:
Hello everybody and welcome to this episode of Discussing Digital and today I’m discussing digital with Melanie Griffiths. Melanie could you give an overview of what you what you do
**Melanie Griffiths**:
and name your company for us please to start with. So it’s basically my name it’s Melanie Griffiths although it was formerly Movement Junkie because it was more movement based but I work with people supporting them helping them feel better in their bodies improve their health and well-being and we do this through movement dance and transformational energy healing work.
**Rob Osborne**:
Okay brilliant and obviously today we’re talking about just digital marketing in particular how you use digital marketing to promote you and your business so can you give us initially just a bit of an overview of how you use digital marketing at the moment please.
**Melanie Griffiths**:
Yeah so I’ve been acquainting myself with social media. I had to resist the urge to do that.
**Rob Osborne**:
Not cross fingers no!
**Melanie Griffiths**:
And that’s them so I suppose digital marketing email marketing so I have a very small but building email list and I try and stay regularly in touch with those people with kind of a long post and then calls to action on i’m selling this or doing that do you want to come to this that sort of thing. I actually do the same with social media as well. So I might tweak it slightly but the same thing, longer story posts, telling people what i’m selling literally this is what it is, this is what it costs, this is where you get it. And then collecting testimonials. This is all new this is all what I’m learning. learning collecting testimony sharing the testimonial and i am also starting to do live video which i still kind of i like it but i’m also nervous about it as well at the same time but i’m noticing the live videos when i look at the analytics which i don’t really understand but when i when i look at them on linkedin the analytics seem to go up
**Rob Osborne**:
of the live videos oh that’s that’s that’s really interesting i i mean i mean there’s a few things you’ve covered off there um that we we can explore because i mean before we started recording we were talking about the fact that you’ve recently discovered stream yard which is what you’re using for your uh live um live video broadcasts but interesting we haven’t really sort of talked about the analytics so uh it’s really interesting to hear that actually you are seeing a really positive result from or you see it and you’re not seeing it and you’re not seeing it
**Melanie Griffiths**:
being a positive result from actually doing those live videos i mean i i feel like i’m either rambling or talking absolute rubbish but i think there is probably little nuggets of wisdom coming through but i think it’s the whole thing of just putting myself out there yeah and and what people get is your energy and your personality and so you know we know this that people buy us and not our staff obviously they they are looking at us because there’s something about our stuff they’re interested in but the bit that i think makes them want to connect is is us isn’t it it’s it’s it’s the same for me if i want to go and get something or want to work with someone i want to i want to like them i want to trust them i want to connect with them yeah i want to feel that synergy before i i go and purchase from them so i feel with video even though it’s scary it’s sort of like the quickest route to market in a way because there you are the key is to not wait until your hair is dried or you’ve got your makeup on or you’re and and and and i think and that’s the bit i get i notice i still get a little bit faffy around but i’ll go oh i’m not quite ready i just need to mess around with the camera here well i wore that top yesterday let me go and find something else what do you want me to do i don’t know i don’t know i don’t know i don’t know i don’t know i don’t
**Rob Osborne**:
know what’s going on with my hair have i you know yeah i mean obviously a few of those like hair i don’t suffer from but i do i do know what you mean but but i think one of the good things is is is um you know once you’ve kind of got over that so you’re doing a lot of done is better than perfect type things because you’re getting it done um because it’s so easy to spend a lot of time um faffing you know sort of as you say it’s easy to kind of really get caught up in the the the
**Rob Osborne**:
um you also mentioned energy and stuff like that and obviously you are a very energetic person well that that’s that’s my my view of you i mean we met well we’ve actually never physically met but we met online through um a a networking group and when you do your 60 seconds your 60 seconds actually gets everybody around the country who’s doing the 60s who’s on that meeting doing some sort of exercise routine i mean i mean i always have to be a bit conscious because i you know because you go stand up and i think when i stand up i’m not quite sure which part of my body my video camera is going to be showing but you know you convert your your your lounge into a studio and stuff like that and it’s all part of the energy but that all comes across on all your other content as well which
**Melanie Griffiths**:
i think is great yeah oh that’s really good that is good to hear and i i think that comment done is better than perfect that for me has been gold that just remembering that in my head the whole time and i and when i think about it i think actually i’m a fairly creative chaotic person in life so to try and be something i’m not
**Rob Osborne**:
on the video it would actually be misrepresenting myself anyway so yeah yeah and and we talked about that beforehand didn’t we a bit about the um it’s important that you are yourself yeah yeah we’ve talked about the the marmite is it is it you know uh but but i think that’s really
**Melanie Griffiths**:
important i mean do you want to get expand a bit more about yeah well i think that’s really important our natural a natural thing as people particularly british people is is to to censor is in the minute that we’re in front of a camera or a video we start to censor ourselves and and i think it’s almost unconscious a lot of the time to the point that people won’t go anywhere near doing a live video because they’re so afraid um and i think and i think it’s sort of baby steps to get into that place and i know i’m getting more and more bold and getting more and more confident about what i want to say and um and it it’s so funny i’ve noticed that i’ll i’ll put a video out there or i’ll say something and i’ll think oh that was a bit that you know that was a bit near the mark as i’m sort of speaking video goes out there crickets and i think oh it doesn’t matter let’s keep going and so i think you’re constantly when if you’re a bit nervous of doing video you’re constantly refining that part of you until you get to that point where
**Rob Osborne**:
yeah you know you’re at sailor speak if that’s where you go yeah and and i think a lot of it is because like you know we see the telly and we see news presenters and stuff like that and they’re all very kind of uh you know for a long time it was weird this is bbc we have to speak like this and we can’t say um and are because they’re all perfect you know but actually most people um there you go i’ve just done um do you know do have those pauses and and they sort of there’s those little that we make just to kind of um just get us get our thoughts in place and it’s not a problem you know and one of the other things i i’d like to sort of think about is the fact that i’ve you know since covid we’ve been all of us spending a lot more time talking to each other on video links on zoom or teams or or whatever and if you’re just in a meeting you don’t quite often most people aren’t self-conscious it’s only when you suddenly go oh we’re doing an actual proper video that suddenly that self-consciousness is gone and you’re like oh my god i’ve got to do this and
**Melanie Griffiths**:
it just kicks in again it’s the performance element it’s that it’s that sort of suddenly you feel like you’re i don’t know there’s some sort of extra pressure you’re on display and you’ve got to provide something extra and i and i really noticed this having done a lot of stage performance that uh it’s stripping away those those barriers between you and the audience and i and i think really the people that are the most successful out there on the live video are those who are uncensored selves yeah yeah and i think it can take a while to get to that because if it also
**Melanie Griffiths**:
if you’re censoring yourself in your own life because we do that too don’t we we yes yeah we
**Melanie Griffiths**:
censor in our own lives so then to suddenly become even more uncensored in front of a load of people that you don’t know at all or you might have loads of people watching or no one seems like a big ask so i think for me i’ve worked a lot more online and i’ve worked a lot more online and i’ve worked a lot more online than i would have wanted to if i were to to enable myself to talk to myself over the years in terms of just being my true self in life then that makes it easier to go
**Rob Osborne**:
right let’s just put the camera in front carry on doing what you’re doing yes yeah no i i know exactly what you mean but but and it’s not just in the live videos is it i know we’ve talked about this in the past about actually um being able to be yourself even when you’re just creating a post post um and this is a nice segue into the uh the linkedin post when i asked you about what’s your most successful post uh and the one you shared i don’t know if you remember it is the one about saying uh what do you think of me is not my problem uh yeah but i seem to remember when we spoke about this a couple of weeks ago you were saying that was actually quite a cathartic post that you were just kind of letting something go that you’d been um trying to kind of flex with
**Melanie Griffiths**:
and things like that yeah exactly and i’ve noticed that i actually find the writing element of content creation easier than the live video so i would be more um it would feel more comfortable to hide in the writing posts i think um and that wasn’t always that case either so it took me a while to get to that point of being able to let let myself kind of loose on the um and and and and and and and and and and and and and and and and and and and and and on the page so to speak yeah and yeah and just be able to sort of write from the heart really and again it’s it’s that marmite factor um and i noticed that those posts where i am more uncensored are usually more successful sometimes i’ll create a post and i’ll think yeah that was a good one you put it out there crickets yeah another one cobbled together in about two minutes i’ll just put oh that’s a bit rough already loads of loads of engagement you know yeah
**Rob Osborne**:
it’s it’s fascinating isn’t it yeah and and that maybe gives us a chance to talk a little bit about um your thought process or your creation process for creating content i mean do you have a process where you think what’s pre-planned or or or an approach just for creating your content in in
**Melanie Griffiths**:
general now i feel like i should say yes i have this amazing strategic process but though that’s not the case at all actually it has evolved so it started off with when i first wanted to sort of
**Rob Osborne**:
go on social media i don’t know if you know the wonderful jade arnell from i don’t but i’m gonna
**Melanie Griffiths**:
have to go and find them now yes yes so jade did a talk for sports for business exchange on how to create content um she was just a 10 minute talk and it was like writing a blog piece out of this blog piece you took eight sentences and fleshed them out a little bit because i didn’t know where to start so i followed i followed this format and at some point i think it started to feel a bit clunky for me and i realized it was because i was ready to just start writing more and and so it went from that structure to mostly it’s i would say it’s like an energetic download and i know we should repurpose i hear that all the time repurpose repurpose repurpose but what i often find is i go oh what shall i share today and then i’ll get a thought and i’ll just just write and it goes from there so it’s probably not very helpful for people but it’s
**Rob Osborne**:
yeah but but actually uh it is helpful because there are an awful lot of people out there that i really struggle with anything structured so actually to hear there are people out there that are busy doing lots of posts a lot of content actually but but and it’s not that it’s not thought out because probably subconsciously you’ve got things going on in the back of your heads and things like that that help it but actually you’re not sitting here with a you know big old spreadsheet that’s got hundreds of rows and columns and going that’s what i’ve got to do today it’s almost like you know and i know you also um you know good quality belief in in energy and things like that so it’s it’s almost if you’re subconscious and other things that just that you believe in that are driving you to create that content in your own way
**Melanie Griffiths**:
um i draw on my own life experiences as well and how they’re relevant to what i’m doing um experiences i have with family home life students clients i just draw on it all and i think where how is this i suppose this is would be the unconscious brain how is this relevant to the people that i’m connecting with and this informs itself yeah yeah um and it’s and i think that the written posts feel more formed than the live videos at the moment that still feels a bit kind of like what like what’s going through now like i’ll put a title on the live videos when i do the streaming thing and then i’ll go on video and start talking about something
**Rob Osborne**:
completely different and i’ll think yeah but like i said you’re out there and doing it and i don’t think there’s anything wrong with um how you know you start thinking you’re going to talk about something and then it goes in a different direction you know uh you’re going to talk about something but that’s that’s natural conversation and again that’s kind of a bit more about what we’ve been
**Melanie Griffiths**:
talking about isn’t it and if you think too long about how you’re going to do it you wouldn’t do it you don’t do it yeah and i think it would be encouraging people just to kind of be more themselves out there yeah and just because i think people have loads of wisdom sitting within them that they overlook because they don’t think it’s relevant to whatever they’re
**Melanie Griffiths**:
selling yeah or
**Melanie Griffiths**:
um and so they kind of shove it aside and then try to create something that they think but actually the fact that they’re in whatever they’re doing for work there’s probably a natural
**Rob Osborne**:
connection between who they are and what they’re doing yeah yeah you know and i think you know we talked about um offline yeah about the fact that about storytelling and you’ve got a very very interesting uh story uh backstory behind you um and we can point people to the to the podcast you know steve o’neill because you cover a lot of that in in in that if you want to know more about melanie go and find that um i’ll try and put a link to it somewhere because it is a fascinating story um but also we were talking about getting into that whole habit of done is better than perfect um so you know um getting out and doing it um and linked to that actually we we again because yeah we prior to the show we were talking about um how you are exploring more and more with with video and things like that um and i said about have you thought about tiktok and you said
**Melanie Griffiths**:
not yet i said yeah i said i know i should big big word should yeah and and i see that i like you were saying i see the potential definitely see the potential and i but i was kind of i sort of made a conscious decision that i wanted to get really comfortable with using social media so i decided to kind of focus on the platforms that i was already on
**Melanie Griffiths**:
those yeah and getting and then at some point i thought i’ll migrate over or i’ll add that into the mix yeah yeah i started to do more with social media it felt like a little bit too
**Rob Osborne**:
much to add in but and i think that’s absolutely i mean i want this really good self-awareness uh but also it’s really sensible so actually you know you you’re getting into that habit of doing posts on on platforms that you’re comfortable with yeah and then once you’ve got that kind of all that working for you and and it feels comfortable usually you’re doing stream yard and other video things and things like that then you can maybe look at when you’re ready exploring uh other platforms i mean that that that’s a very very sensible thing to do because sometimes it’s you know easy to chase the next chart the next shiny object and not actually
**Melanie Griffiths**:
concentrate on one thing and i think people get overwhelmed there’s so much information out there about how to do social media and and and there’s obviously great information out there but it’s also completely overwhelming and i think if it’s not your business but you’ve got to do it for your business you want the quickest route to market so you want to do things that feel manageable for you so that you can get it going yes
**Rob Osborne**:
then then you can kind of expand that’s my sense of it all yeah no i thought and i thought i think that’s a very very very sensible approach you know that you know you you you’re doing not quite one thing because you’re you’re you are on multiple platforms you say you’re on you’re on instagram facebook and uh linkedin as well as having youtube channels so you are doing a lot of different channels but yeah as you say the other ones that you’re familiar with um and then uh yeah you’re doing the other stuff later on but yeah yeah exactly the right thing to
**Melanie Griffiths**:
do and i think it’s also i was just thinking about it because my my youtube channel’s got something like about 34 subscribers so it’s really really tiny but i think there’s a there was something i thought about it and i thought actually you’ve just got to kind of forget about all of that and just keep going out there keep talking from your heart and just whatever is important to you and don’t worry about who might be listening or watching and just and that can be quite hard because you know if you haven’t got any feedback you’re sort of going where is this landing if you get kind of dodgy feedback because there’s lots of weird and wonderful people out there and i think that’s a really important thing to do and i think that’s lovely want other people to comment about if they are properly getting out there um if we’ll want to comment then that can also you know through you yeah but just kind of going okay no i’m just going to keep going with this i’ve got something to say
**Rob Osborne**:
i’ve got something to sell and i’m just going to keep getting out there yeah and i think you are absolutely spot on and it is it is easy to get hung up on or i haven’t got many followers i haven’t got many subscribers but actually you’ve got to start somewhere right and by having content out there that people start to like and things like that slowly but surely that’s how you uh how to grow it um and youtube’s quite hard anyway it’s big whereas other social media platforms you can you know you can effectively start following somebody else and comment and then they’ll follow back a lot youtube’s not quite as easy to do that sort of thing and it’s it it feels like um sometimes it something will just happen suddenly where it’s it starts to to grow i mean i’ve you know i’ve probably got about the same number of followers subscribers as you at the
**Melanie Griffiths**:
moment um but again you just got to put content out there yeah i got a new one last week and i
**Rob Osborne**:
was like oh which is nice isn’t it at least you can show yeah you can sort of so when it’s small you can celebrate each individual one you know in its own way um and like i said it’s it’s you know i find youtube of an odd one to grow some people just seems to hit the right spot instantly um and others it’s but it goes it goes back being constant uh consistent and uh that sort of thing so uh and i know you share all your all your your uh streaming videos on there as well i can see that so again you you’re you’re you’re creating content and that’s that’s that’s the first first thing um yeah there’s lots more to it make sure you’ve got the right tags and all that kind of stuff on it but it’s it’s all you’ve got to have the stuff there to start with that’s
**Melanie Griffiths**:
and i think i think the things that people is that whole gotta get it right gotta know what i’m doing and and i think actually no just do it you’re gonna get it wrong you’re gonna fall over i remember learning to walk that didn’t happen in a straight line did it no exactly yeah but every time you fell over as a toddler you just got back up and started moving again and it’s the same thing i always think that with anything we’re learning it’s just you just have to keep getting back up um and and i’ve got to keep going through using social media going going through these sort of periods of growth with it or oh i feel drained by it oh i don’t want to do another post oh nobody’s listening or watching all of the emotions yeah and i go now you’ve had your little tantrum get back up just put another
**Rob Osborne**:
post out keep going yeah yeah that’s right and as you were saying earlier you know and suddenly that one will get loads of traction and suddenly you feel yeah yeah it’s very strange isn’t it
**Melanie Griffiths**:
it is a very it is a bizarre world it is a bizarre world yeah i will say even though you know it’s a it’s a massive part of our lives now and our business lives as well i still i still say to
**Rob Osborne**:
people it’s not real life you do need to remember that it’s like yeah yeah and and there’s there’s lots of other ways of marketing as well so yeah you’ve got to remember it’s all part of actually trying to help grow your business yeah and are you feeling that uh generally speaking yeah you
**Melanie Griffiths**:
see an activity and that sort of thing is having a positive impact i have definitely had more inquiries and bookings i’ve had more one-to-one um clairvoyant healing um bookings since i started doing it and i’ve had more inquiries about classes and things so it’s it is definitely
**Rob Osborne**:
having more of a reach yeah brilliant that’s and that’s great because because that again sometimes it’s not easy it goes back to looking at numbers and stuff like that but but you can have a positive impact of what you’re doing even though sometimes you don’t see that positive
**Melanie Griffiths**:
impact in in interactions on your posts yeah yeah exactly and i also think it can take a while as
**Rob Osborne**:
well yeah their statistics i don’t know them about how many times someone has to see yeah yeah yeah and i can’t remember i’m sure at one point the number was seven and i’ve heard the numbers 28
**Melanie Griffiths**:
or something you know so you you’ve got to have a lot of things going out there um keep talking haven’t you about what you know because i think oh this is what goes through my head oh god everybody already knows i do this why do i need to talk about again and then i’ll get a message saying from someone i didn’t know you did dance holidays and talking about or yeah them for four or five
**Rob Osborne**:
years yeah yeah but as you say these are either new new followers who haven’t seen some of those posts in the past or they may have been sort of following new phrases but the algorithm just
**Melanie Griffiths**:
hasn’t put in front of them yeah yeah yeah and i think you just have to you know and i’ve done posts i did i knew something recently about you know if you don’t like what i’m talking about just scroll on by yeah and i thought oh i could do a a reel
**Rob Osborne**:
with a dion warwick song oh i love that idea i love it yeah well let me know when you’re going to do it because i have to go and see it because i won’t scroll on by
**Rob Osborne**:
oh that’s brilliant um i am conscious about so um as you as i did give you a heads up beforehand uh there’s there’s two things i ask every guest um the first or two tips i ask people to give um the first tip is something that you advise somebody that’s a really good tip do this do that yeah make sure you keep you keep
**Melanie Griffiths**:
doing this uh so what is your good tip it’s the basic it’s the night it’s the nike um thing just do it just what just start using whatever platform you want to start using and start talking start talking to to people whether you’re doing in your posts your writing posts or your video posts and and keep doing it it’s the start and then be consistent with it yeah no matter what
**Rob Osborne**:
comes up just keep doing it yeah that’s really good just do it and obviously there are other trainers available not just nike but
**Rob Osborne**:
it’s a good strap line
**Rob Osborne**:
yeah and and and conversely uh is there something that you should say look just don’t do that or just don’t fall into that trap so the so the opposite not just do just don’t do it
**Melanie Griffiths**:
yeah basically it’s i think people let their emotions get in the way um they’re or they let time and fear um and and those become the excuses or well you don’t usually use the excuse of being afraid you usually find some other excuse but ultimately it’s fear or oh I haven’t got time and it’s it’s actually saying actually I’m going to do it anyway I’m just going to do it anyway so I’m going to quote someone else now the amazing Susan Jeffords feel the fear and do
**Rob Osborne**:
it anyway there’s a whole book on it yeah it’s a very good book and a good piece of advice yeah exactly yeah oh that’s brilliant well thank you so much for your time final thing if somebody wants to get in contact with you obviously we will in the show notes there’ll be all links to your things but what is the best way to get hold of you if they want to know more about you or to
**Melanie Griffiths**:
book into any of your classes or anything like that so I’m on Facebook it’s it’s me Melanie Griffiths same on LinkedIn and Instagram is movement Melanie and it’s the same picture logo so those are the best ways and
**Rob Osborne**:
just send me a message yeah just say hello I really like it when people say hello okay well I’ll make sure I encourage people to say hello to you which is which is interesting because I’m about to say goodbye to you so I just want to thank you so much for for taking the time to be on this episode of Discussing Digital really enjoyed
**Melanie Griffiths**:
having a chat oh no it’s great it’s really great and I hope I hope it inspires more people to use social media um or well whatever digital marketing they’re doing to keep connecting with their peoples

My Favourite LinkedIn Functions

My Favourite LinkedIn Functions

Introduction

Although I’ve been promoting digital marketing services for a number of years, it’s only recently that I’ve started really promoting these on LinkedIn. This is because I was only doing digital marketing on a  part-time basis whilst I did interim work and I was using LinkedIn to connect with recruiters and interim client contacts.

I’m now using LinkedIn to promote my digital marketing services and thought I’d share the functions that I have found most useful. I am only using the free version of LinkedIn, so there may be richer functionality and even better functions in the paid version, but I’m not able to comment on them at the moment.

LinkedIn Analytics

LinkedIn Analytics

I’ve always been a fan of tracking your numbers, so being able to look at analytics on LinkedIn really appeals to me. As you can see from the picture, analytics are available from the home screen on the desktop version of LinkedIn. They are also available on the mobile app.

Analytics are mainly focused on profile views and post impressions. Profile views is quite limited in the free version but there is a lot available to look at and play with in the post impressions area. Well worth looking at on a regular basis.

Conversations Happening Now

LinkedIn Conversations Happening Now

I have included this function as it existed at the time I ran the workshop that this post is based on, but this function has since disappeared from my profile.

This is a section in the Post Impressions section of the analytics and shows you three posts from others that are currently performing well and are relevant to your business, encouraging you to wither interact with them or repost them with comments. This is a good way to boost your engagement and create a post if you’re struggling for an idea.

You need creator mode turned on for this. There is something similar in this section if you don’t have creator mode turned on too.

Notification Button

LinkedIn Notification Button

If you look at somebody’s profile on LinkedIn, you will see a little bell icon. If you turn this on, LinkedIn will notify you that when they have posted something. There are a couple of levels to this, you can either select being notified for all posts or just their top posts.

There are a number of uses for this.

If you want to learn from somebody who is already an expert in their field, then being notified of their posts is a sign you can learn something new.

If you want to support a friend, colleague or client, you can turn this on and then support their posts by adding comments and engaging with it (LinkedIn’s analytical term for likes, etc).

Recommendations

LinkedIn Recommendations

Another powerful function available from the profile page is the “request a recommendation” function, which allows you to request a recommendation from somebody. The main people you should be targeting are people who you have done work for where you know you’ve delivered a good service to them. The really good thing about this is that you get to review what they’ve written before you post it to your profile, so if you don’t like it you don’t have to share it.

You can also be proactive and give somebody a recommendation. It’s on the same drop down menu from the more button on their profile.

The LinkedIn Social Selling Index (SSI)

LinkedIn Social Selling Index

The 5th function to share here isn’t available from within LinkedIn, as it’s part of LinkedIn Sales Navigator, but it is free.

The SSI is LinkedIn’s gamification of your activity and is a score out of 100. The score is based on 4 main sections and you get a score out of 25 on each section.

The 4 sections are:

  • Establish your professional brand;
  • Find the right people;
  • Engage with insights; and
  • Build relationships.

As you can see from the picture, I need to build on my “Find the right people” score.

It does give some high level comparisons with others in your industry and in your network and as you can see I’m not doing too badly in comparison with them.

LinkedIn Profile QR Code

LinkedIn Profile QR Code

The final function I’m sharing here is only available on the mobile app and that is the profile QR code. This is a great way to get people to connect with you when you meet them face-to-face at business events, expo’s and networking meetings.

To get to the QR code for your profile open the LinkedIn mobile app, click into the search bar at the top of the screen. Then s little symbol will appear in the right hand side of the search bar on the next screen. Click on this and a QR code will appear. IF anybody then scans that with their mobile phone they will be taken to your profile and will be able to follow you and ask you to connect.

Final Thoughts

I’ve found using these functions has really improved my usability and visibility on LinkedIn and I’ve barely scratched the surface of the functions available. I hope you have found this useful and you go away and try them all out.

Discussing Digital with Nikie Forster

Discussing Digital with Nikie Forster

In this edition of Discussing Digital, I speak to Nikie Forster of Curious Lighthouse Learning Consultancy. We discuss how Nikie is making great use of LinkedIn, Facebook and YouTube, as well as some of the many different ways she creates content.
Nikie also shares her One Good and One Bad tips, which is something we ask everyone who takes part on an episode of Discussing Digital to share with us.

 

Transcript

Welcome

Hello, today on discussing digital I’m with Nikie Forster from the Curious Lighthouse Learning Consultancy and we’re here to discuss digital marketing and particularly how Nikie uses digital marketing in her business. So Nikie would you like to kind of introduce yourself and tell us a bit more about your business.

Yeah, absolutely, well first of all thanks for inviting me on Rob, very kind of you. So my profession is a learning and development consultant and the way that I usually describe my business is if it’s anything to do with learning I usually get involved in it, but my my two main areas that I focus on are helping managers to manage their people better and helping trainers to train others better. So those two ends of the scale of what I do, I work with large and small corporates, independents, pretty much anybody that wants help with learning I do and I do that face-to-face and virtually as well.

Brilliant, okay now obviously we’re here to discuss how digital marketing fits into the promotion and growth of your business,

Yeah.

Now obviously you and i are friends and well connected so I’ve seen that you you are very active on digital marketing so it’d be really good if you could kind of give an overview of the different elements of digital marketing that you do and and also as part of that if you can kind of go into a bit more detail about which which ones seem to work best for you.

Approach to Digital Marketing

Sure I would say my approach to digital marketing is a little bit scatter gun approach to be honest, although I am getting better at it so I really like it when something’s very relevant to what’s going on, which is probably why I struggle a little bit with the forward planning of stuff but I tend to use LinkedIn as my main digital platform because with the stuff that I do and talking to corporates and other trainers that’s predominantly where my audience is, but with some of the other bits and pieces that I do as well I find that YouTube is a good place for me to post stuff as is Facebook and I’m just starting to get into Instagram. Instagram’s one of those things that kind of I know I should be doing more on but it it’s just it doesn’t feel comfortable yet, whereas Linkedin feels very comfortable for me to be on, so I try and post on a Tuesday, Wednesday and Thursday. Sometimes that is very much just a quick post and other times it’s a little bit more in depth, but I always like to include images and stuff like that, I tend to find they get the the most engagement.

LinkedIn

Yeah, it’s really interesting you saying that about one that you have identified that Linkedin is a good platform for you because of your kind of most clients that you’re looking for are there, but also your comment around the fact that you kind of feel you should be on Instagram but you you struggle with it because it doesn’t come naturally to you. I think that’s really important for people to understand that that is the case I think it’s you know for me quite a few it’s actually if focus on the one that works best for you and don’t always worry about you feel like you’re under pressure to be on the others yeah.

Instagram

Yeah, I think that one of the reasons why I struggled to kind of let go of Instagram is because although I’ve said you know in terms of the corporate side for management development definitely, but in terms of the trainer stuff that I do, they could be corporate trainers but they could also be entrepreneurs who want to train others in their specialty so they could create their own online courses, and that’s a very different ballgame so Instagram feels as though that would work better for that group,

Yeah

So yeah it always feels a little bit like a juggling thing whereas at the moment what I’d want to do is you want to create one post and just plaster it everywhere which I need.

Yeah, and again there’s nothing wrong with that but as you say there are there are kind of different nuances across the channels so obviously Instagram in particular uses things like hashtags a lot more differently to say Linkedin, although hashtags are appearing a lot more on Linkedin at the moment and is going down that route so yeah. You also mentioned mentioned YouTube earlier so how are you finding YouTube and how are you finding what’s the best way you found to grow your subscriber list? because it was it always feels like a challenge on on YouTube

YouTube

Yeah, so when I say I use YouTube, what I really should clarify is probably a couple of years ago I started using it and set up my own channel on there and I was posting quite regularly and I used to post it. Originally I had a topic particularly around management development and I would split it into four and make four shorter videos and then upload them one a week for a month. Ii thought that that would work well, but what i realized was that people don’t particularly like parts – part one, part two, part three on YouTube, they just want something that’s condensed down into two or three minutes and then they can go off and do something else, and then the pandemic hit and then I had to share my office with my husband and all the nice equipment’s in the office, so it kind of went by the wayside. So doing videos for me has kind of been put on the back burner a bit, but when I pick it up again, what I really use it for isn’t so much to grow the channel on YouTube, it’s more a case of uploading it there so that (a) I can create subtitles, because for me that’s the easiest place to create them and then (b) upload it to my website, because again it’s the easiest way of doing it or posting on social media, so I almost use it like a software tool, rather than a digital marketing tool if that makes sense.

It does, it makes perfect sense actually and your comment there about using youtube for for subtitlings and creating captions, I use it exactly the same way at the moment, because as you say it’s got a very good transcription engine and so it it then takes minimal effort to kind of make the subtitles more readable, whereas I certainly found things like Facebook where they’ve got transcription services you have to do a lot more editing. Talking about visuals and things like that I know one of the things that you’ve kind of been focusing on in your learning development marketing is around the use of Lego, which is a great visual product, I mean how have you found that has helped?

Lego

Oh it gets so much more engagement. I should explain that when I am training people I don’t like taking photographs of people while I’m training them, I think it’s off-putting and I think so people feel as though they then have to almost like put on a show of what they’re doing. So sometimes I will take pictures of if they’re doing an activity so so that people can see the props that I’m using and Lego is is one of those props, so it really helps me to show people the kind of stuff that I’m doing and everybody loves Lego and it’s so bright and colorful and I use it within my management development but also within training and I also have it for other trainers to be able to use this activity, so it kind of covers quite a wide range of my business which is why people probably see it quite a bit, but yeah the visuals of that, I think it just kind of takes people back to their childhood or if their parents playing with their own kids so it’s universal. You cannot sit at a table with Lego in front of you and not pick it up and start building stuff with it, it’s almost impossible to do. So yes I do find that I do use a lot of Lego imagery in my social media posts, but like I say it does get really good engagement.

Yeah, and do you actually obviously sort of like as you say you’re using it during courses whether that’s online because I know sometimes you actually send out the Lego packs to the person you’re training things like that so do you actually kind of take some images while you’re doing the training so effectively you’re almost getting creating content whilst you’re doing something else rather than having to make a special effort to create content?

Yeah, absolutely. So I’ve just finished doing a one-to-one management development program virtually so the whole program was virtual, so I sent all that stuff out to them and rather than trying to take screenshots of them holding things up I was showing my setup here in the office where I actually got the Lego off to one side so that people can see that’s the props that we’re going to be using today. So yes, I do think that the stuff that gets a lot of the engagement is the behind the scenes and the in the moment stuff, rather than the setup of everybody holding their certificates or all that kind of thing. I think people like to know what’s going on. How did that come to be? What’s that person actually doing? How are they making a success of something? and I think people enjoy the the journey rather than the end result, otherwise it would just be me banging on all the time about come buy my services, my courses, things like that and those direct sales pitches don’t get any engagement at all, except from your cheerleaders who really like the stuff that you do.

Yeah

So yeah, you’re absolutely right I do take a lot of the in the moment and the behind the scenes images.

E-Mail Marketing

Do you do any other stuff, like email marketing, to try and keep people informed about what you’re going on and stuff like that?

I’ve tried, I’ve tried. I have a couple of freebies in terms of online courses and I’m just doing some more ebooks, which is short kind of you know 12 ways to do … type of stuff and I do have something set up that can acquire people’s emails for that but I really struggle with the whole newsletter style thing. I don’t like newsletters. I don’t read other people’s newsletters. I’ve got no desire to create my own newsletter. So there’s a bit of a barrier there for me for that. Should I be doing it? Probably, but in a way that works for me and I haven’t worked out what that way is yet. It’s certainly not a bulk standard monthly newsletter. I need to think a bit more about what that is.

Yeah, again I think it’s important you know, that if you’ve got a mental block for want of a better word or this is something that doesn’t work for me, I don’t think you should beat yourself up about the fact that that doesn’t work for me, but actually I’m happy doing this stuff, so I’ll do lots of that, because sometimes people kind of you know, you hear gurus saying you’ve got to do this, you’ve got to do that and then you beat yourself up and don’t do anything, whereas if you go I can do this bit, I like doing that, a bit like, you know, what you were saying earlier about Linkedin is something I like, I’m happy with, so I can do lots of that, whereas this other stuff, it’s hard work. Life’s hard enough anyway, let’s not try to do something hard, that you can do relatively easy and I know you do loads of stuff anyway so, it’s really good you know, what you do is good anyway. So just touching back again on some of the stuff you’re doing repurposing. Obviously, because you do training courses anyway, you mentioned you had a couple of freebies that you do, so have you got any training platforms where you put courses that you you’ve created to hopefully get you some some additional income that way as well?Rather than just being a just a marketing tool for digital marketing?

Yeah, absolutely, so for example the Lego that we talked about earlier, as I said, I use that across several different areas, both in terms of using it to help managers to open up and discuss things and things like that, but then I take those activities that I’ve created and put them into a course so that other trainers can come and have a look at those and then use them for their own learners. So I’ve got several online courses specifically around that and I’ve got them on several different platforms for different reasons so I use a course creation platform called Thinkific to create online courses and I love them. I think it’s really easy, really easy? very straightforward to use. Very intuitive to use. You do a lot on it but there’s no marketing from their point of view involved in that you have to do all the marketing yourself. So if I’m ever marketing my Lego courses, that’s predominantly where I’m sending them to. The other place that I do have them is on Udemy, but, I think Udemy is fantastic at what it does in terms of getting out to a global audience, but they take so much of the profit from it so, it’s all about quantity with Udemy rather than building relationships with people and doing it that way. So yes, I’ve got those, I’ve got a couple of other ones about creating online courses. The management development stuff tends to be more specifically face-to-face or I do programs rather than one-off events so that that tends to be more invoice-led rather than a course that’s bought online.

Cool. okay, so as we discussed this beforehand I was going to ask you a couple things, so can you share with everyone one good thing that you’re doing in digital marketing that you kind of think ah, this really works for me and i’m just doing loads of it.

One Good Thing

The one thing if I had to really nail it down would be the behind the scenes stuff. Tell people what you’re doing so it’s not selling but it’s about what you’re doing, so like I said before my virtual management development program that I’ve just been running, I’ve been posting the behind the scenes stuff on that and just talking about what’s working, the fact that I found a new piece of software to be able to use to do it. So I’m sharing my own journey and story but people are still hearing what it is that I’m doing so if they need that in the future they know that that’s something that I’m experienced in. So that is what I would say rather than trying to sell on social media, is share your story in your journey and become the person that people think about when when they need that.

Absolutely, I think that’s really good advice. I was going to say what you’re saying. It’s about that whole meet, like, Know, trust stuff and to get people getting to know you and your approach and things like that rather than as you say here’s a hard sell type stuff.

One Bad Thing

Equally if there’s one thing you say “oh, it just doesn’t work for me, I just don’t want to do that”

I actually think this is something I learned very early on when I went into my own business. I started up my own business end of 2015 and I think for probably at least six months the way in which I did digital marketing was how I thought I should sound and how I thought I should come across which which was still very corporate and I’m not saying I’m not professional, I am, but I’m very informal and it took me a while to realize that actually if somebody’s going to buy a service from me then they get me. So that’s what I need to put out. So everything that I post now is very much just how I would be if I was training somebody or helping somebody you know create their own online course or whatever, because then there’s no surprises. I think people buy people not products, so that helps that they know what they’re getting. So to narrow that down because I went off on a tangent there, so as always so to narrow that down I would say “Just be yourself” whenever you are doing social media, just be yourself.

Yeah, that’s great, that’s great and I think that’s really really, really good advice. So finally is there anything else that you’d like to just highlight before we wrap up?

One of the things that I try to do is to stay current and I think that’s important. So although I’ve said before I like LinkedIn, I feel comfortable there, little things tweak and change. I’m talking about algorithms or things like that but just things like being able to put feature pages on, or being able to do a voice note for things, so i think even if you’re comfortable on a platform it’s still keeping up to date with what’s going on and also just pushing yourself slightly to see what else is out there. So I am never going to be on Twitter, she says. I’ve got a Twitter handle but I don’t look at it. But like i said before Instagram is probably somewhere where I want to go, so it’s keeping up to date with things and having somebody like yourself who can help navigate that stuff as well I think is really important.

Cool, thank you for that, I do my best.

 So just before we wrap up, do you want to just kind of share out your different digital marketing platforms so that anybody that’s watching would like to go and see the wonderful work you’re doing and the wonderful marketing you’re doing, so they can actually see what we’ve been talking about?

Fantastic. Well I can’t actually remember them all off the top of my head but i think what i would probably say is that the best one to contact me on is going to be LinkedIn and you can look up my name, Nikie Forster (n-i-k-i-e) but actually i think it’s probably going to come under Curious Lighthouse, so if you look under Curious Lighthouse for anything – Facebook, LinkedIn, Instagram, it’s all under Curious Lighthouse so that is what I’d probably say but LinkedIn is if you’re looking for a response from me that’s probably the best place to go

Yeah that’s fine you have sent me through some urls and that so we will share them in the comments with the descriptions on the videos but they will magically appear here as well.

Wonderful. Thank you.

Okay, well in that case I do thank you for your time today and I hope everyone’s enjoyed watching this because Nikie’s just shared a load of really, really good tips. I would suggest you want to go away, watch this video a couple of times and really take take apart some of the great tips that Nikie’s shared with us today. So thank you so much Nikie and I look forward to catching up with you again in the future.

Wonderful, thank you very much indeed Rob

Happy Halloween – content marketing around special events

Happy Halloween – content marketing around special events

Planning your content marketing Strategy


During meetings I’ve had with clients over the last week or so, we’ve been looking at how we can boost our content marketing on their websites and on their social media feeds by creating content relating to a number of the upcoming events that are happening soon, such as Halloween, which later this week, bonfire night at the weekend,  Black Friday and Cyber  Monday  in November and then of course t in December it’s Christmas.

Content marketing planning on a tablet computerIt’s really important f to be thinking about how you can be writing blogs and sharing other content on social media relating to these events, particularly for your products and services that are linked to them, so you can really boost your marketing activities, focusing on the run up to them, so that your that you potential customers know about your offerings and are given the opportunity to buy from you.

Using these events are a great way to develop your content marketing strategy, so draw up a calendar of the key events in the calendar, whether they are national or international events such a Christmas, events that are local to your location, such as a local festival or carnival, or something specific to your industry and then spend some time creating content relating to those events, as far in advance as possible.

By planning in advance, you will also have plenty of time to develop any materials you want to use, be it images, flyers, posters or videos. Whatever you need to prepare, try to design them in a way that allows you to repurpose them across all your digital platforms, including Facebook,Instagram, Twitter, LinkedIn and YouTube, as well as using them for blog posts on your wevbsite, as this will increase your Search Engine Optimisation (SEO).


Rob Osborne of Red Knight SolutionsIf you need any help preparing you content marketing plan, please call Red Knight Solutions on 02392 265725 or e-mail us at enquiries@redknightsolutions.co.uk

Digital Marketing Summit Southampton 2017 – my thoughts

Digital Marketing Summit Southampton 2017 – my thoughts

I spent Thursday and Friday of last week at the Southampton Digital Marketing Summit 2017 #DMSSO17, and am providing so feedback on my findings from the two-day event.

It was a really good event but it was interesting that a lot of it was focused on search, either search engine optimization or pay-per-click advertising but there were some really interesting statistics that came out from it.

They now reckon that over 60% of searches are on mobile and one of the most interesting ones is probably that 20% of searches that are currently done through the Google app are done by voice and that by 2020 they are predicting that actually 50% of all searches will be done by voice which is something you really need to think about with your business, promoting your business online and how you’re going to link with that particularly with the fact that actually a lot of voice searches are linked to local searches as well. In addition, you need to think about the devices that are driving voice searches and what they use for a search engine behind the scenes – Alexa from Amazon and Microsoft Cortana are both powered by Bing. Siri from Apple was using Bing until September this year.

Another hot topic they were talking about at the summit was a major rise in paid adverts across digital marketing platforms and how these can now be targeted very much at your custom audiences so that’s something to think about.

One interesting observation from me was that there wasn’t that big an emphasis at the summit on social media. There were a couple of sessions but it really was focusing on the whole content marketing, search engine marketing side of things and I can understand why that appearing in search results is more likely to lead to sales as people are looking for your services at that time (this is called attraction marketing) rather than your advert appearing on social media and hoping somebody will visit it, known as interruption marketing.

 

What do I do with my video now?

What do I do with my video now?


Video is great for promoting your business, but once you’ve made the decision to get one or more videos produced and you’ve been given the video files, what should you do with them?
The obvious answers are put it on your website and share it on all your social media channels – but how do you do all those things?

Posting your video on your website

When you put your video on your website, don’t make the mistake of loading the video file to your website, as your website hosting platform won’t be optimised for streaming video, so your video won’t play very well when people visit your website.

Video Hosting Platforms

YOuTube LogoThe two most well-known video hosting platforms are YouTube and Vimeo, which both allow you to set up free accounts or channels. There are other video hosting platforms, such as Wistia, but these charge for their services.
I tend to use YouTube, because it is the second most used search engine on the internet, is owned by Google and you can link your Google Analytics for your website with your YouTube channel so you can get all your Google performance metrics in one place.

Once you have put your video on your hosting platform, you need to embed the video onto your website. It’s fairly easy to do this, on YouTube you click on the share button, go to the Embed tab, copy the line of HTML code that is shown and then copy this into your web page at the place you want to embed it on your web page. Note that there are some options available to you when you create the embed code, including video size, so choose the settings that you want.

When you embed the video on your web page, think about where you want the video to appear. In general, it is best to put the video as near to the top of your web page as possible, as you want website visitors to watch it and they are more likely to do this if they see it at the top of the page.

Posting your video on Social Media

Social Media Logos Montage - Facebook - Twitter - LinkedIn - Pinterest - InstagramAlthough it is possible to share your video from YouTube, it is better to post the video natively onto the social media channels you are looking to share it on, as the algorithms they use for deciding whether to share your post with others all favour video hosted locally over video links. Loading videos locally onto each social media platform will also give you access to post insights. Facebook in particular provides some very detailed insights to how your video is being watched and there is a second level of detail provided about the audience once the video has been viewed 100 times.
Uploading video works the same across all the platforms, but they do have some nuances that you need to be aware of.

facebook logoFacebook

When you load a video onto Facebook, the system will select 10 thumbnail images from the video and you can choose which you want to use. You can also load a custom thumbnail if you don’t like any of the options available to you.
Facebook also has a very good tool for adding captions to videos and as over 90% of video views are made with the sound off, it is advisable to add captions if your video doesn’t have captions already. It is possible to export the captions file to reuse elsewhere, should you wish.

Twitter LogoTwitter

Twitter is fussier about the video files you can load. It only allows you to load .mp4 and .mov formats and the video files must be less than 512 Mb in size.

Instagram LogoInstagram

Instagram will only let you load videos that are less than 1-minute-long and you can only load files from your mobile device – there isn’t a facility to load a video from a desktop browser.

linkedin logoLinkedIn

LinkedIn is currently rolling out a facility to load videos natively, but this is only available from the mobile client.

What to do with your social media posts

Once you have your video on your social media platform, there are things you can do to increase their exposure. On Facebook you can share your post into relevant groups. On Twitter you can get people to like and/or retweet your posts and similarly you can do this on Instagram. Follow this link on more ideas for sharing content.


Rob Osborne of Red Knight SolutionsIf you need more help or advice on what to do with your posts, please call me or leave a message and I will be happy to pass on my advice. If you are looking to get videos produced, let me know by calling the Red Knight Solutions offices on 02392 265725.

 

 

What types of video does your business need?

What types of video does your business need?

Why use video to market your business?

Video has become one of the most important parts of any digital marketing strategy. Research shows that 1 minute of video is as powerful as 1 million words of text, 85% of consumers are more likely to buy a product or service after watching a marketing video and video content is 12 times more likely to be shared on social media than regular images.

Once you have decided that you need video, you need to consider the different ways a video can be used to promote your business and then decide which ones are best for you.

So, what types of video can you have and how and where should you use them?

Overview of company services video

This video provides a high-level overview of the different goods and services that your business provides and should be one of the first videos you consider producing.You don’t want to make the video too long, but it should give a good, clear overview of what your business does and the benefits a customer will gain from working with you.

You would want to have this shown on the home page of your website and if you have a web page giving an overview of services then you would include it there too. You will also want to share this on all your social media channels and you may want to consider pinning the post that features this video to the top of your social media feeds so it is clearly in view for anybody looking at you. If you have a Facebook business page, you can consider using this video as your page banner, as Facebook has now rolled out the facility.

Product / Service description videos

You should consider producing a video highlighting the benefits and features of each of your services or products. The video should feature the benefits potential customers will gain from using your goods or services. Once produced, the video should feature on the appropriate product/service page on your website, as well as being featured on your social media channels.

If you write a blog post featuring any of your products or services, you should feature your appropriate product or service video too.

Promotional video

Promotional videos can be used for marketing any sales or product promotions you are currently running. The video should feature the benefits of the product or service you are promoting, along with details of the promotion and how long the promotion is running for.

You can also use video to promote any events you are running or any occasions where you are exhibiting or speaking. Make sure you feature all relevant details, such as the location, date and if relevant the time you will be there.

 

Customer Testimonial videos

Having a video of your customers providing a testimonial about your product or service is an extremely powerful marketing message, so you should look to create some of these as soon as the opportunity arises. You should ask your customers if they are willing to be recorded when providing you with a testimonial and record this if they are willing.

For many businesses it can be difficult to get customers to be available or willing to be on camera to record a testimonial, so an alternate style is get customers to provide written testimonials and to turn these into slideshow videos.

 

Video Logos

You will notice that all of the example videos shown feature a video logo. Having a custom video logo created for you helps to present a powerful, coherent branding for your business throughout your video marketing.

 

Case study videos

Case studies are a great way to demonstrate how your customers have benefited from your goods and services. Explaining these in a video is a very strong way to get your message across, telling the story of the work you have done for your client and how it has benefited them.

 

 

What to do with your videos

Your videos should feature on all the relevant pages on your website. It is best to do this by hosting the video on a video hosting site such as YouTube, Vimeo or Wistea and embedding the hosted video into your web page rather than trying to host the video directly onto your website, as these hosting sites are optimised to stream video and have the bandwidth needed to do this, where your website probably doesn’t.

You should also share your videos on your social media channels. It is best to upload your video to each of the channels rather than sharing the hosted link, as all social media channels have now optimised the algorithms they use so that it favours videos hosted locally. This means that videos loaded directly to each social media channel are more likely to appear in people’s timelines.


If you are considering using videos for your business and would like to know more about the video production services we can offer you, please call on 02392 265725 or e-mail video@redknightsolutions.co.uk

 

Why you need a digital marketing strategy

Why you need a digital marketing strategy

It is really important to have a digital marketing strategy and at Red Knight Solutions we have developed a 6 step process for developing a successful digital marketing strategy. We will work with you to help you develop and implement yours.

The 6 steps are:

  1. Know WHAT you are promoting;
  2. Know WHO your target audience is;
  3. Know HOW to engage with them digitally;
  4. Develop a detailed plan showing WHEN you will be doing things;
  5. Take regular Action, following your plan;
  6. Measure the outcomes

The most common mistake companies make is to start doing digital marketing, often just trying to copy the latest trend, without developing a detailed picture of what they are promoting and who they are promoting it to. The outcome is normally an expensive disappointment.

Know what you are promoting

Build up a detailed picture of the product or service you are looking to promote digitally. This should include a detailed description of what the product or service is, what problems it solves, the benefits gained from the people using it, how much it costs to produce, how much you can afford to spend on marketing it, profit margins that you are generating, whether there are any associated products you can upsell, whether these are likely to be one-off or repeat purchases.

 Who you are marketing to

The detailed picture should include age, gender, existing or new customers, location, what their needs, wants and fears are, how they are likely to want to be approached, what their likely budgets are going to be and whether they are business customers or consumers.

Know how to engage with them digitally

Now you have your detailed pictures of your product and customers you can consider all the options available to you for digital marketing. You need to consider which are the best social media options to reach your target market and how best to use more traditional web tools.

Develop a detailed plan

Your plan should detail how you are going to use each of the digital marketing options, when you are going to use them, how you are going to use them and who is going to be doing these for you. You should also include details of budgets available, as although some digital marketing options are free, others will need to be paid for.

Take Action

This may appear to go against the advice this article is laying out, but it is important to take action, quickly once you have your plan laid out.  One of the slogans that Facebook use in their offices is “Break things – Fast”, which is good … provided you fix them fast too.

Measure your success

Make use of all the available digital marketing tools to keep an eye on your digital marketing campaign. Use Google Analytics to see how visitors to your website are increasing and what they are doing, use the analytical tools available on social media platforms to measure the effects of your social media activities and other tools to track your progress up the Search Engine rankings.

Do more of what is working well, do less or even stop doing things that aren’t working and don’t be afraid of trying new things either, as digital marketing is evolving all the time.


Help with your strategy

Although it sounds simple to develop and implement a digital marketing strategy, there is a lot of expert knowledge required to do it right. If you would like to know more about the services we offer to help you develop and implement a strategy, call us on 02392 265725, e-mail us at enquries@redknightsolutions.co.uk or fill in the form below:

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