“I get by with a little help from my friends…” The Beatles said it best (and you can listen here if you’re looking for a #MusicMonday suggestion) and that’s how you’re going to survive the Facebook algorithm change.
In 2016, Facebook shifted gears — publishers (that’s businesses as well as public figures, entrepreneurs and anyone who wants to use a business page to sell on Facebook) were pushed to the background and content from your “friends” came to the foreground.
News Flash: That’s what SOCIAL media communities were about to begin with!
When I started managing the Facebook community for This Old House magazine (over a decade ago), it was a Facebook group. It was the quickest and easiest way to communicate with the audience above all of the noise on the message boards and aggregators of the time. It was the first digital community that allowed a two-way conversation between publishers (that’s you!) and their audience.
It’s quite simple, really — be. yourself. And follow these three tips:
Maintain Your Group: Focus on digital scavenger hunts, live trainings and group programs to keep your group engagement and interactions up. Create a daily or weekly theme and encourage your audience to visit your group from all content that you share. (Shameless plug, join MY free group, The Get Set, to be on top of all the things you need to know to get a life you love)
Study the Analytics, Not the Algorithm: In the last two years alone, Facebook has made some pretty big shifts. And if you keep following the algorithm, you won’t focus or deliver on your brand promise. Look at Audience Insights in business manager to get a sense of the interests held by your audience members and how can you better serve those interests within your personal offerings and zone of genius.
Higher Quality Content: While the initial shift will be in changing up the types of posts you’re sharing and the types of content, you’ll also want to consider the quality of your content. If you can only post 1-2 amazing blogs, videos or podcast episodes 1-2 times a month? That’s what you start with. The more you create quality content, the more the audience looks to you as a valuable source. And the more you remember that? That is where true success lies.
The healthy, delicate balance of personal, business and thought leadership content on all social platforms is one we must all continue to work on.
The best way to find a strategy that works for you is to have a clear strategy in place BEFORE the changes so you can weather the storm through the changes.
If you’re ready to learn how to make 98.6% more income in four weeks using social media, let’s talk — my 1:1 group program is designed to help you create a strategy, execute the strategy and see the results you crave within our first session of working together.
It’s a new year but you’re the same person you were yesterday and that is a gift. Too often in January, we get caught up in the newness of it all — which can sometimes make us forget just how lucky we are and how much we’ve learned in the last year. This January, I’m going to share tips, tricks and strategies to help you look back to move forward and use an abundance mindset to create your biggest year, ever.
Abundance is my word for January. My word for the year is CREATE — Courage. Respect. Empath. Advocate. Tenacity. Enough. It’s a mouthful but it is totally one that resonates with me. I tried the word on for a bit, I picked it in October, and it just stuck. As I began to create my content themes and strategies for 2018, I realized every month also has its own word and feeling. For me, in January, it’s abundance.
Now, that might seem counterintuitive as the holiday bills start hitting and you’re getting back into the swing of new business meetings and lead generation but stay with me — if we remember allllll the work we’ve done in the year past, we may just find that we’ve actually laid a strong foundation, one we can use to keep the momentum going instead of seeing it as a restart.
This January, I want to encourage you to ask for what you want to use past lessons to propel yourself forward. Here are three ways to do this in a strategic way to build your business AND your bank account.
Case Study Coffee Tawk
When I host connection calls with colleagues and collaborators, I call them “Coffee Tawk” sessions. I’m a New Yorker through and through and Coffee Tawk is my way to sharing my personality with my brand persona. At the end of last year, I talked about the Titanic Syndrome and how that can help you when you’re first starting out — by allowing you to separate the real you from the digital you — but how it can also stall you by allowing you to wallow in your comfort zone. Case Study Coffee Tawk accomplishes two things — 1) It allows you to shake things up and strut your stuff by promoting your successes from the past year and 2) It allows you to meet new people and share your mission in new places and with new audiences.
Action Item: Join 3 new Facebook groups (like mine, DIY Your Digital Empire) and focus on sharing content in those groups at least 3 days a week. The other groups you’re a part of? Share content in there once a week for 3 weeks. This allows you to expand your network without forcing you to create (too) much new content.
To the Archives!
If you’re anything like me, you spent A LOT of time writing and creating in 2017. Even if you don’t create content as a main function of your business, chances are you’ve got some past content that can be recirculated this year. Map out a plan and stick to it! Having a plan in place will allow you to quickly and easily see any holes you might have AND identify opportunities to promote new programs and offerings.
Action Item: Look back through old documents — digital and physical — review your journal and see if there are any content topics or ideas that you might have missed. Commit to writing up at least one of the ideas this week. You can do it and if you need some support, check out my 90-minute program, The Strategic Intensive, which helps you get it done with 3-30-minute sessions designed to maximize support while you execute.
Disconnect to Reconnect
If you didn’t take a dark week over the holiday, consider taking a mental health date this week to give yourself time to ease back into your normal work schedule — with the holidays, it may seem like you’re in catch-up mode but use these mental health dates to slowly reconnect to your purpose, your why and your mission in order to monetize your business and brand.
Action Item: Set up time each day to be device-free. I know this is a hard one and I am committing to it myself! In 2018, I commit to taking a full, real lunch break at least 2x a week. I know if I commit to all five days, I’ll set myself up to fail so I’m going to start small and encourage you to do the same.
What do the words “seasonal marketing” mean to you? Do they conjure up visions of sugar plums and dancing bears? Maybe your favorite season is apple and pumpkin spice season, scarves and hats galore.
Seasonal Marketing not only refers to the holidays and actual seasons, it also refers to the dates on the calendar and those national days of X that align with your business.
Right now, for example, I’m running a 15% off all packages booked by midnight on Friday as a tax refund special. And I’ll bet your inbox is full of offers from big box retailers with the same marketing messaging.
Why does this work?
It works because we are all programmed, in one way or another, to be guided by a calendar. Monthly, seasonal or quarterly, our calendars define periods of growth, success and opportunity.
And it is vitally important, especially for online entrepreneurs and e-commerce companies, to stay connected to these trends and be ready for new ones that may pop up at any given time.
I know you’re probably rolling your eyes right now. Because you’re already trying to stay connected to so many daily trends, and thinking about one more may just put you over the edge, right?
There are two ways to tackle managing these seasonal trends:
Editorial Calendar: If you don’t have an editorial calendar for your social media marketing, blogs, videos and brand promotions, you are missing out on a massive opportunity. Creating content ahead of time is great, but how do you know exactly what to DO with it once you’ve got it if you’re not planning it out?
US Holidays: If you’re not based in the US, use a calendar that represents the area where you live OR, better yet, the area where your largest audience resides. Another thing to consider is religious holidays and observations which may not be ideal for every audience. Some audiences may be more receptive to religious trends than others or, if your audience is made up of people who practice a different religion than the one you do, you may want to consider adding some additional religious holidays into the mix.
It was a Monday. A hot Monday in the second week of August. It was the summer of my dreams, the summer where I finally said “yes” to being fully, completely and totally me. The summer where I declared my independence for all the right reasons instead of for someone else or something else.
I’ve been building digital communities, managing content strategy, partnerships and influencer marketing, creating live video series and managing social media brands for a decade. And, if you think about digital marketing from a 360 point-of-view, I’ve been doing that since 2005. Building websites, tinkering with Google Ad words and figuring out the workaround, the “Vix” for any tech issue has been something I’ve been doing since High School. And I have loved it wholeheartedly.
I often say my true professional career began 5 years ago — sure, I was managing digital brands at Time Inc. before that, long before that (before I even had a degree) but five years ago, I managed the strategy for a national digital brand on a whole new scale. I was the Digital Producer at LIVE with Kelly and my whole life changed — I went from playing small to believing “this or better,” I went from having multiple side hustles to have one, all-consuming full-time hustle and trying to keep my personal brand stable through the shift. I moved to Manhattan, fell in love with SoulCycle, found a new community and fell in love with myself.
I found myself, the person I was meant to be, the truest version of myself, five years ago.
And in the five years since, my practice has continued — I have worked on becoming a true digital marketing expert, on truly understanding what it takes to get a community to not only engage but convert AND tell their friends. I’ve worked with celebrities (Meredith Vieira, Kelly Ripa, Michael Strahan, Michael Gelman), with life coaches and authors (Hal Rubenstein, Christine Hassler) with non-profits associated with the United Nations (the Education Commission) and with entrepreneurs running every type of business you can imagine — from construction companies to jewelry designers, from stylists to YouTube stars and everyone in between.
I believe you cannot be what you do not see and I strive to use my personal practice as a way to show women – and men! – of all ages that a new chapter is possible. That your story continues no matter what obstacles you face.
That you are extraordinary.
You are the smartest person in every room — but that doesn’t mean you should stop learning! You can be anything you want to be, but that doesn’t mean there aren’t other expects worth partnering with. Life is long and you cannot even imagine what’s coming your way.
Your job? Be open to possibility, trust your gut and continue the practice every. damn. day.
To continue to be more transparent about when, where, how, why and with whom I do the things I do (that have let me generate massive results for myself and clients), I’ve created a series of 10 videos on the 10 lessons I learned in Year 2 of being a badass fempreneur.
I hope these lessons inspire YOU to take the leap in whatever that looks like for YOUR life and YOUR zone of genius. And if you need a bit of help defining that? Take my six days to a successful side hustle challenge — it’s free and it’s the perfect way to dip your toes into the sea of possibilities that surround your life story. Sometimes, you have to jump off the life raft and immerse yourself in this sea — for in the lazy river of life, opportunities are only available to those who seize them.
And if you want to get these types of tips delivered straight to your inbox, sign-up for my newsletter (it’s free!).
If you don’t want to watch now, the ten lessons are:
Find the work around — the rAframe
Smart is sexy and you are always one of the smartest people in the room….
But that doesn’t mean you’re done – Never. Stop. Learning.
Cheap Ain’t Cute, Honey — making the right investments in your dreams
Surround yourself with multi-passionate people, for in diversity, we find strength
And the support strength of the right group is an asset, not a liability
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?