CMS. Chief Marketing Strategist, also, a Content Management System.
WordPress is a CMS, Squarespace is a CMS… these are the tools used to house content online and deliver it to your audience.
And I serve that exact function for Brands, Entrepreneurs and Influencers.
I take your secret sauce and turn it into a business and brand that converts into dollars in your bank account and a fully booked calendar.
Content is King, Video is Queen and I help my clients (at all levels) determine the best way to leverage the free tools on social platforms, combined with their current available assets, to create a brand that is attractive to their ideal client.
The best part? You don’t have to be an online business to use digital tools to advance your business! Having a deep understanding of digital tools can help you negotiate a raise, find new job opportunities and build a network that helps you design a career that you are proud of.
From free workshops in my Facebook Group (http://facebook.com/groups/vixyourlife), to group courses and coaching (http://creativixmedia.com/pricing) to 1:1 sessions and brand management, I handle every aspect of marketing your brand, business, coaching practice and side hustle online AND I’ve assembled the perfect team to help me do it when the project calls for all hands on deck!
There’s no crying in baseball and there are NO guarantees in marketing. Marketing involves a series of strategies, tactics and content to promote your brand, service or product to your audience. That audience has to convert — or BUY — what you’re selling in order for all of the other elements to be successful.
Everyone loves a guarantee.
Unfortunately, in most businesses, you can’t give a guarantee. A lawyer can’t guarantee that you’ll win your case, a doctor can’t guarantee that you’ll survive surgery. A Rodan and Fields consultant can’t guarantee that their skin regime will save your face.
The only thing that is guaranteed in life? That there are absolutely no guarantees.
I deal with brands, entrepreneurs and influencers who always ask about guarantees for social media marketing efforts and that’s something I actually LOVE to do.
Most social media experts will see “success” as delivering clicks to your site from one or more social media platforms.
To me, that’s not enough.
And, luckily for my clients, I can guarantee that I will find all of the “workarounds” (or Vixes!) they need to not only deliver clicks but actually convert those clicks to clients to build their business and their bank account.
I’ve built dozens of brands from scratch, created businesses (profitable businesses) from nothing and teach my clients on a daily basis how to look at things from a different angle to increase their sales and, ultimately, help their businesses flourish.
My services are expensive, I get it. But the best part about working with me, or someone with my unique skill set (there aren’t really that many of us and none with MY specific background) is that you not only get someone who can create the right strategy for building your brand, business and bank account, you get someone who can execute on those strategies for you AND find the right people to supplement the execution (ex: the actual DOING of the strategy) as needed.
For example, a client of mine, a high-profile influencer, wanted to create a challenge to promote their new course.
They had an idea for the challenge but that was it — no content for the challenge, no images to promote the challenge, no emails for the challenge, no landing page copy.
In 45 minutes, we had a FULL promotion outline AND a rough draft of the images (also known as “creative”) needed to promote the challenge.
Forty. Five. Minutes.
In an hour and a half, we had the full landing page copy and basic themes for each email.
That level of speed only comes with years of experience and the guarantee there? The guarantee is that the content will be produced the right way, using the tactics YOU need to succeed. The other guarantee? It will cost you half as much and deliver at least 2x as much in terms of success because if something isn’t working, there are many, many more tactics to deploy in real-time — giving you the best possible chance at success.
The moral of the story here is if someone in marketing offers you a guarantee, be skeptical. They are offering a guarantee that they can’t actually deliver on and that can be a costly mistake for your business and bank account.
The challenge is to understand what success truly is in this space and I’m offering you three key performance indicators for determining if your social media marketing and overall marketing efforts are truly moving your business forward.
More Followers, Influence and Audience
This is an easy way to measure if your Facebook Ads (and Twitter, Pinterest, etc) are working — if you’re getting more followers and a larger audience for your newsletter and group, your efforts are working.
Sales and leads for your business are a great way to tell if your marketing efforts are working. If you’re doing a print ad, you want to make sure you’re getting the impressions you were promised and this also rings true for social media ads. It is MUCH easier to track these on the digital side of things and important to remember that when deciding where to invest.
Every single time I tag a brand — from SoulCycle to the Backstreet Boys — I get a RT, favorite, like or mention.
Every. Single. Time. That’s because I’ve worked hard to not only create a brand that looks legit but also one that holds weight. It is important to measure your success in marketing efforts by how many people are reaching out to you for podcast features, Instagram highlights and more.
How do YOU measure key performance indicators (KPIs) for your business? What do you consider before you invest in marketing efforts?
No matter what type of business you have, there are clients for that business. It may seem hard to reach them but once you’ve got a clear plan and understanding of what YOU bring to the market? Getting leads is the easy part. Finding clients who mesh with your values? That’s where things get a little sticky.
As someone who can bring in 61% more leads in a month from Facebook Ads alone and increase engagement across the board over 100% individually on Facebook, Twitter and Instagram, I have a responsibility.
A friend of mine is referring me to one of his clients. We talked about it and he said that they’re laying the foundations to be able to handle the volume I would bring in.
While that felt a little uncomfortable to own, the Warrior inside of me was jumping for joy.
I have spent a decade watching, learning and growing. I’ve focused on getting a true understanding of what makes people click (both digitally and in real life) and how to grow a brand from the ground up.
All Wonder Women metaphors aside, using the tactics, strategies and skills I have can create massive results and this is something I really am passionate about. To me, having this type of “power” comes with responsibility.
I don’t have to like you to work with you… but it does help
I believe anyone with a platform has a responsibility to use that platform to share good content — vetted content, accurate content, TRUE content. Retweeting or resharing bad content or unverified content can have serious consequences — there’s an entire website devoted to debunking the Web (Snopes.com) and I definitely aim to be part of the solution, both as an individual content creator and as someone who creates content for others.
Do I have to like you as a human being to take you on as a client? Hell, no.
Do I have to agree with your politics, your life philosophy, and brand identity to take you on as a client? Hell, no.
But do I want to make sure that your brand is spreading positivity instead of negativity? Hell, yes.
I don’t take this lightly and YOU shouldn’t either.
Affiliate Marketing and Influencer Marketing is where this really comes into play because if you’re putting your name behind something and sharing it with your carefully curated audience, you want to make sure it supports them, right?
That’s where my favorite NYC saying “everybody’s money is green” comes into play.
You can work with anyone, but do they deserve your unique skill set?
I’m not talking about “deserve” in a sense of passing judgment on how “worthy” a project or budget is. I’m talking about connecting to who you are as a person, what YOUR goals are and deciding if connecting your brand, business and name to this project is going to be worth the long term results that will have for your business and theirs.
Your name is all you have, guard it with your life
As a journalist, I learned that my name was to be protected because that’s ALL people would know me as. As a journalist “bred” in the age of digital media, I learned to protect my handles too.
As a businesswoman, my word is platinum and I will never, ever, ever forget that. And I don’t want YOU to forget that either.
No matter what you’re selling, your name, brand and business will forever be tied to it, especially if you use the internet as a vehicle to gain exposure for the venture (and if you’re not doing that in even a small way, you won’t succeed).
Moral of the story: Everybody’s money is green but only some people will be the right fit for YOU as clients. Respect that, honor that and tell the Universe you’re ready for more of that alignment.
Training your audience is an essential part of building your digital brand. It’s about creating a consistent routine for them to follow, one they know and expect. From content to ads, everything you share should be consistent in look/feel, tone and voice. By doing that, you train your audience AND teach them how to do exactly what YOU want them to do, exactly WHEN you want them to do it.
Oprah spoke about the transition from the Oprah Winfrey Show to OWN and said that they audience was trained to watch her at 4pm.
That fact is great for Ellen but wasn’t so great for OWN in its early days.
What the execs forgot was that they had trained the audience to expect Oprah, all the glorious parts of her show, in a daily time slot.
And once that time slot was gone? Well, her fans had nowhere to go.
It’s not always so simple… and it took Oprah decades to get this formula right. In my opinion, as a lover of her, her brand and entertainment TV in general, they have started to figure out how to attract the audience back — by going after the audience where THEY are.
Part of training your audience is consistency, the other part is a deep understanding of your demographic and the fact that your demographic has to grow up too.
Take The Backstreet Boys for example. They’re all pushing 40 but they are active on all social platforms. When they were popular, social media did not exist!! It wasn’t the powerhouse it is today for artists (I mean, if YouTube didn’t exist, neither would Justin Beiber which could be good, depending on your musical tastes) but that doesn’t mean that their audience isn’t on social.
In fact, their audience is currently THE MOST active demographic on social.
I often find it funny when brands ignore the 13-19 year olds or the 18-24 year olds. They are going to become your coveted 25-54 year olds soon enough — and if you haven’t trained them to know who you are and to understand how to have a conversation with them, how will they even know to look for you?
First Things First
Figure out who YOU are and what sets you apart from others in the space. When creating consistent content that converts, it’s important to consider all of your audiences AND where they hang out.
Get a Seat at the Table
Get in with the demos quickly and efficiently. Challenge them to engage and ASK for what they want. Create ways for them to connect each and every day, several times throughout the day. Make connecting with YOUR brand a must-have part of their day, week and month.
Ask For Feedback
Feedback is essential. Maybe one of your demographics wants content once a week where others want that daily interaction — the only want to know is to let THEM tell you and then create the preferences THEY request.
If you want a brand that stands the test of time, you can’t forget about the things that truly matter → and number one on that list? Your audience. Without them, you’d have nothing and it is important to always remember that.
Converting from Instagram can be challenging at times. Mainly, because you only have the ability (unless you’re verified; lucky you!) to drive to one link in your #linkinbio (and two if you’re using a business page and count the email/call link as a link). A quick #VixFix solution for this is to use a link tree service, like Instalink.codes.
On Google Trends, you can check out the commonly searched questions (or related queries) to any search term. For Instagram, the most common questions relate to how to get followers, which hashtags to use and how to post from your PC.
It seems, according to Google anyway, we’re all trying to do the same thing — get more followers!
And for those of us in the online entrepreneur space (and influencers, of course!), we need our followers to actually help build our bank account too.
The conversion will never be 1:1 (as in, 1 follower = 1 customer/client) BUT you should be able to get people to convert to your email list, Facebook page and more.
When you’re trying to drive your Instagram audience to so many different destinations, it can be hard for you — and them — to keep track.
And remembering to change the #linkinbio every, single time? Who the heck has time for that!
YouTube is a powerful tool for content creation, curation and brand management. Every person is a brand but not every brand is a person, which is a good, and sometimes, challenging thing.
As Journalists and Content Creators, YouTube can be helpful for brand building efforts, specifically tied to the promotion of your staff as subject experts and create a unique brand voice for your audience.
For traditional news organizations, the brand voice on YouTube is one of a publication that vets its sources, presents the facts and allows the audience to form their own conclusions. By creating separate YouTube playlists, you can also use it to build a digital version of the paper and allow each section to cultivate it’s own voice while still building the overall following for the publication or outlet.
For individual journalists and content creators, YouTube presents a unique way to connect with your reader beyond the byline and expand your subject-area level of expertise — for example, if you’re a crime reporter but also LOVE DIY projects, that’s a great piece of content to curate and create on YOUR YouTube channel to bring in new audiences to the brands you are affiliated with (and, in some cases, can even earn you a bit of cash while you’re at it).
CONNECTION, CURATION AND CREDIT
Like all social platforms, YouTube is, well, social! YouTube has a license to distribute content but the USER always owns their content so we do advise that you reach out to the user to ask if you can use their content for commercial use.
For broadcast, it’s important to also verbally cite the user’s name and display their channel URL in a chyron. This is not only the right thing to do, but it is also a great way to continue the cycle of having your followers become brand evangelists and share your content across all platforms. The more you showcase them, the more they will showcase you.
On YouTube, you can both create and curate content. Curation of YouTube content is fairly simple — you can create custom YouTube playlists based on Interest or Contributor and you can even embed certain videos in website content pieces to highlight a source, brand or expert that you think your audience should hear from.
The YouTube Creator Academy provides lessons in a single video on a variety of topics. The audience has the power on YouTube — be creative, be human and be YOU. Passionate, real and authentic engagement as part of an on-going series of videos that will be consistently created long-term.
Thumbnails, descriptions and headlines are VERY important when you create your own content on YouTube. A short, snappy opening also does wonders for your content — why? Because it allows you to jump RIGHT into a conversation without a huge explainer of what you’ll be doing, creating a more authentic and engaging video.
Branding here is key — making sure that your videos follow a style that resonates with your audience is important. There’s a lot of what I like to call “guess, test and review.” A six to eight week cycle is best for this — for six to eight weeks, create content based on one or more subjects and use the same tags, thumbnail style and length.
When creating content, try to highlight real audience members as much as possible — think of it as an immediate letters to the Editor response — the audience will feel connected and be more likely to share your content with their audience thereby bringing new eyeballs into the fold.
REPACK, REPURPOSE AND RECONNECT
Need captions for your audience on Facebook? YouTube allows you to download the SRT file (edited or autogenerated) you need to do this.
Need to showcase a particular advertiser or drive to a portion of your site to fulfill a content delivery promise? YouTube allows you to create an annotation for that (the best way to use this is to drive to your newsletter list AND subscribe to view more videos on your channel!!).
You can also download any YouTube file and repackage the content for other platforms. If you’re trying to build your YouTube audience, I wouldn’t recommend uploading the full video anywhere else, but I WOULD recommend using splices of it
GROWING A FOLLOWING
You are a content creator about 5% of the time — original content like articles, blogs, images and videos that you have created by yourself (with or without vetted sources). You are a content curator 95% of the time — link round-ups, articles from colleagues or other sections of your paper, content from your publication or outlet’s brand page and experts in the field who are your sources or sources you feel are properly vetted and reliable.
Using YouTube live allows you to get into a deeper, real-time conversation with your audience and provide real-time feedback via the Q&A feature as well as the ability to allow them to not only learn about an issue or set of issues BUT to actually be part of the experience of understanding an event or subject. By doing this, you cultivate a loyal following, based on trust and shared experiences.
YouTube captions are vitally important to this effort as are tags. Using the right tags will allow you to bring in new audience members organically, as will the right content for your captions. Your captions should also allow users to review the steps, strategies or highlights of the content in your video so that, if they so choose, they can read the content and save the video for future viewing.
Sharing YouTube Live videos also helps grow a following especially when paired with promotion across social media platforms. For example, while you’re preparing for a YouTube Live, share a Snapchat or Instagram Story of the behind-the-scenes view, live Tweet the content from your YouTube video, promote teasers on Instagram, Facebook and Twitter, and do weekly roundups of your video content (Your 5 Picks, Most Requested, Web Exclusives) on your brand, website or on-air.