How many times have you read that consistent content will get you clients? It’s 1000% true but what does it really mean? What is consistency for YOUR audience and YOUR brand? How much content does your audience want from you? Learning the answers to these questions is the key to digital domination and in this post, you’ll learn what it takes to create a brand that converts.
Consistency is Queen… Content is King
In today’s 24/7 digital world, content IS king. Consistency is, as I said in this interview in 2017 with Jessi and Marie of North Star Messaging and Strategy, Queen. The best part about considering your content and consistency as a pair? YOU set the stage for consistency. You decide how consistent you want to be. If you’re looking for a place to start, download my freebie post cadence guide (available here) for some key data points related to how often and at what times you need to post in order to get the results you crave.
Digital Domination is a State of Mind… and FOMO is NOT For You
It can seem like everyone you know is rocking everything on their plate — they’re the badass boss (with a good ass; my favorite of the #VixDoesMantras series), the marvelous momma and the #winning wife who seems to get everything done without breaking a nail or shedding a tear. That’s absolute and total BS. It’s an Insta-Filtered version of life and as part of my CREATE mantra for 2018, I’m also focused on more transparency and less tightropes — FOMO (fear of missing out) is a direct result of our digital domination efforts. We want to be the one to dominate the conversation in our niche and in our network but, at times, we’re actually not offering anything insightful.
How do you avoid that? By considering your audience. DIY-ing your digital empire does not have to break the bank. Dominating Digital Media does not have to dominate your life. Small tweaks — like sharing Instagram Stories 1-2 days a week or committing to one Facebook live per month — will make a difference… if you do it consistently. It will take time, but it IS possible.
Patience is Your Purpose
It may seem like people build six figure businesses overnight but the truth of the matter is that the groundwork took a lot of time. I built The Company by securing 6-figures of contracts in six weeks but that didn’t mean I had six figures in my bank account (and I still don’t… that’s a conversation for another blog) — it meant I secured the contracts I needed to have an income that made ME comfortable and confident enough to turn my Side Hustle into a full-time hustle. That number? That milestone? That goal? It is and — totally — should be different for all of us. Patience in achieving all of your goals is key to your purpose. One way to be patient? Pick ONE network to focus on. For me, 2017 was all about Instagram, and focusing on that network made a HUGE difference (a 10K in 6 months difference!). Block out the networks and platforms YOU want to focus on by month and watch your business grow.
Content should not be free. Unfortunately, the rise of digital properties led to the cannibalization of content. While this buzzwordy phrase is currently making the rounds on social, we’re losing valuable opportunities to create content that truly matters and that is why, if you’re using content, you have to find a way to pay the writer in one way or another.
I am a Huff Post contributor but don’t agree with their model. Why? Because not everyone knows how to maximize the exposure they get from contributing this content. Not everyone knows to syndicate their blog posts to Huff Post for traffic, social brand awareness and more. (Well, if you’re reading this, now YOU do).
And that, my dear readers, is BS.
Content makes brands, entrepreneurs and influencers MILLIONS, if not Billions, of dollars every year. Many creators — that is people who write, post and MAKE images, videos, photos and more — never see a dime of that OR even see any social currency and follower growth.
There is a better way
I understand the business logistics of paying every single creator for every piece of content. I understand that it is not a model for every business, HOWEVER, there are ways to pay your writers without actually exchanging any cash.
Social Media Currency is real and very few are taking advantage of it.
If YOU want to use free content, here are a few things you can do to contribute to the solution rather than continue the plague.
Giving link love back on social media is a tag or mention, on a website, it’s about linking to their website and articles. It’s about using SOME of your digital klout to mention others and help them increase THEIR influence. An easy way for all brands to do this is to give every contributor at least 1 tag per platform per mention. It could be over the span of 12 months, hell, it could be over the span of 5 years. As long as credit is given, it helps decrease the use of free content
Linking back and link love is great but you can also simple RESHARE a post, giving the author/creator proper attribution from the start. This is very important for videos on social. As videos and vemes become more popular, it is important to share a mention of where you found it and to actually site the creator, not just the source.
If you’re including my contributor article in a newsletter that will net you a profit, some of that profit should be distributed to the writers. This is something that many brands have not started to get into but do need to consider as influencer marketing and content marketing continues to grow.
If you’re ready to use your audience and influence to build your business and your bank account without taking advantage of the creators, let’s talk and figure out ways to syndicate the best creators for YOUR brand objectives.
Instagram is the social media It girl of the moment. It’s a great way to showcase the behind-the-scenes of your business and allows your audience to experience things only YOU can share with them… but it does also have its own unique language, customs and challenges.
If social media is a party, Instagram is the hottest club of the moment. It’s where everyone wants to be and where everyone who is anyone is “seen.” It’s the Meatpacking District of the 90s.
Ok, I get that it’s popular, but what’s the best content to share?
This all depends on YOUR goals.
The best content to share on Instagram is beautiful photos from a Mobile device with filters that work for your audience.
One general tip? Mayfair is the best filter for engagement. Valencia is high up there too.
ColorStory and VSCO Cam are great ways to tap into the filter communities (yes, there are filter communities) and allow you to give your photos a little more pop.
If video is your game, then it’s all about the quick hit. Sixty seconds, no more, no less.
But the best type of content to share on Instagram?
Geo-tagged, authentic content that will engage your audience.
It should be a mix of images, memes/quote cards and videos and should accurately represent who YOU are as a brand.
All in all, it’s about creating a dialogue through images and videos, telling the story of your brand in a way that SELLS.
And when you’re ready to do that, let’s talk. My #InstaGoalsPod Mastermind might be for you, click here to learn more.
Unicorns are rare, but Digital Polymaths are even more precious. Why? Because so many of us were trained to be specialists for so long and now? Now we need to be well-versed in all areas of the digital lifecycle. Read on to learn WHY you need a digital polymath in your business.
A polymath is someone who has a wide range of knowledge or learning in many subject areas. People like Benjamin Franklin, Leonardo DaVinci and countless others who have been dubbed “geniuses” over the decades and centuries.
Today, these individuals are unicorns.
Blame it on our education system, on our “millennial laziness” (which is total BS and I’ll be following up with why on http://vixinthecity.com) or on our inability to be truly creative… whatever it is, generations have been stripped of their ability to think outside of the box and explore subject matters beyond their areas of expertise.
It may sound conceited but I am a digital polymath and I truly believe I am a unicorn.
I’ve been a polymath since I was a child — I studied creative arts in writing and design, and the more “traditional” science and mathematics courses in computer coding.
For me, it wasn’t about getting as many skills as possible but more about gravitating to what interested me, not thinking about whether I’d be well suited to it based on my other strengths.
As early as 2012, the Harvard Business Review discussed the rise of polymaths and why it is good to have them in your organization as well as, for the employee, why it is good to acquire a wide range of skills.
A simple search for “digital polymath” brings up many discussions about user experience design — that is, how we interact with apps, websites and devices — among others discussing video polymaths at the Washington Post and so much more.
Why Should You Care?
Because a Digital Polymath is essential for online entrepreneurs and influencers, especially if you can find one who has the ability to navigate from both sides of the table as well as in online and offline communities.
Really? How Do I Know You’re Telling the Truth?
Yes, really. Because I do it every, single day.
Most social media experts and Facebook ads experts will focus on the creative — that is the images, videos, words and links you share in your social media content and paid media content — and not worry about the full lifecycle.
And by that I mean — once they’ve driven traffic to your site, they often wash their hands of the results OR push it off to a “lesser” team member.
And that is complete and total BS.
If you don’t have a basic understanding of tactics and systems used to complete the conversion, you have no business.
I am not telling you to step out of your zone of genius and struggle to find the time in your already packed day to learn new skills, but I am telling you to have a basic understanding so you can identify the experts and make sure the ones you hire are doing everything they can to help YOU build your business without draining your bank account.
Ok, you’ve convinced me… now what?
As a unicorn, I’ve never really fit in with anyone one group or within a specific job title.
And that was the most lucrative path I could have chosen.
By learning how to be creative enough to come up with ideas and then truly understanding the tactics needed to execute the ideas, I was able to triple my salary in four years, turning a six-figure degree into a six-figure salary in the process.
But enough about me and my background… what do YOU need to know?
Digital Polymaths may be more of an investment but they will increase your bottom line in less time and for less investment overtime.
It’s the Blue Apron model, right? Why buy ingredients that could make up a delicious dinner IF you put them together when you can spend less money and buy the exact amount you need to create the delicious dinner you want each and every time.
And, as Maya Angelou said in the Harvard Business Review piece — you don’t have to be an expert to understand and find the experts (paraphrasing, but you get the idea). If you want to expand your knowledge of all things digital, sign up for my weekly newsletter here and join my private Facebook group here.
You can learn all you need to know to hire the right people to build your business without draining your bank account — if you have patience and a solid digital tribe.
PS: Did you know I launched a Podcast? The Get is designed to give you the interviews, inspiration, connections and advice you need to get the life you want. Click here to Get Informed, Get Connected, Get Hired and Get Inspired by subscribing on iTunes.
Instagram is a powerful tool for sharing behind-the-scenes moments in your day, life and business. It’s not the only platform to spread your brand message, but using it allows you to understand your audience and figure out what types of content they’re looking for.
When you’re sharing on Facebook, Twitter and Instagram, it can be quite time consuming. And, for many of you reading this, it’s not the ONLY thing you have to do for your business in a day [don’t worry, we’ve got a calendar to help you with time management!] so you can’t spend hours on it that don’t turn into clients or opportunities.
Being sloppy — and yes, sharing from Instagram to Facebook and Twitter IS sloppy — isn’t going to get you the influence you need to build a brand that converts.
You could have a million followers, and if your fans don’t purchase your programs, it’s not worth it. If your feed is not appealing to brands, it’s not worth it. And if you can’t prove traffic, engagement and sharability, it’s not worth it.
So what CAN you do to increase your influence, build your audience and create a brand that converts by building your business AND your bank account? Well, you can create unique content that can be cross-purposed without being cross-posted. And why do you want to do that? Because of these 5 cons of cross-posting that could break your brand and your bank account.
5 Cons of Cross-Posting from Instagram to Facebook and Twitter
Instagram is a Visual Platform… and You Can’t See the Images ON Twitter
Instagram is ALL about the image. The lighting, the background, the filter. It’s your one shot in the spotlight to showcase your ability to get everything jussstttt right… or to be able to filter the hell out of it to make it look just right.
On Twitter, when you share from Instagram, you can’t SEE the image! It’s a link that drives you back to Instagram and, for most mobile users, that is a broken experience that results in your audience being pissed… and no one wants that!
On Facebook, the photo uploads and is visible but, often, if you’re using a ton of hashtags, as you should be on Instagram, it brings those right through. And, the worst part? The fact that your Facebook doesn’t link out to your Instagram in an obvious way, reducing the potential of bringing one audience over to another platform.
#VixSaysNo to this because it dilutes the quality of your work.
Same Content, Multiple Places
Cross-purposing of content (or syndication) is a solid digital strategy. Cross-posting is not the same as when many people cross-post they share THE EXACT SAME THING from one network to the next. A great brand has the same users following them on multiple platforms because they are SO hungry for any piece of content.
#VixSaysNo: To sharing the same content, at the same time, in different places — variety IS the spice of life and in the oversaturated world of social media and content, variety is the life jacket your audience is searching for [click to tweet].
A/B Testing is a Must — EVEN on Organic Content
Let me break this down for you in super simple terms — A/B testing is creating two posts with different copy or images, driving to the same link/place on your website to determine what makes your audience convert. For the technical definition and some examples of exactly how to do this, check out this article in Social Media Examiner.
By posting the same content at the exact same time on multiple networks, you’re not getting a clear picture of what works and what doesn’t.
#VixSaysNo: To limiting the amount of DATA you have so that you can LISTEN and Guess, Test and Review post types, content and times with your ideal audience.
Lazy People Very Rarely Get Ahead
If you want to become an Influencer, you’re looking for someone — a brand, person, start-up or colleague — to pay you to create content. That could be anywhere from $50-5000 and, depending on the person/brand, it could be a lot of money for them or a very small amount. Or, in most cases with start-ups, a small amount of money that has a great impact on their overall success.
You want to be able to showcase that you understand what you’re doing for the brand and that you are someone who can be trusted as a brand ambassador. You don’t want to be lazy, you want to be seen as someone who understands their audience and does their best to provide them with the content they’re looking for.
#VixSaysNo: To “phoning” it in when it comes to your social – be strategic and intentional about everything you do.
Reach and Engagement Will Suffer
Facebook, Twitter and Instagram are constantly making updates to their algorithm. To chase the algorithm is futile — you’ll never be able to figure out EXACTLY when they’re making the change and, in most cases, if you try to, it will only hurt you in the long-run.
If you share the same content across all platforms, the platforms’ algorithms will start to suppress your content and “label” you as a bad publisher. This is not pretty or pleasant but there is plenty of research on why/how this is done (Instagram Shadowbanning, anyone?) but even diving too far down that rabbit hole can be detrimental to your overall success.
You cannot game the system — the only way to increase your reach is to understand your audience and deliver the type of content they have come to know you for ON A CONSISTENT BASIS!
#VixSaysNo: because you will never beat the system and it is foolish to try. Instead, spend those valuable billable hours on networking and building AMAZING content that will wow your audience.
So there you have it, the 5 cons of cross-posting. Cross-purposing and syndicating your content is a great strategy and one that should not be ignored. My Editorial Calendar Template will give you the steps you need to do this and you can download your free copy here!
For more tips, tricks and weekly updates, sign-up for your #WeeklyVix, the newsletter that breaks it down to make sure you get the content and tools you need to DIY your digital empire.