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EPISODE 096: MY TOP TAKEAWAYS FROM SOCIAL MEDIA WEEK AUSTIN 2020

I just got back from speaking at Social Media Week Austin 2020. Social Media Week Austin is an annual week long social media marketing conference held in Austin, Texas, and this year some of the speakers were Dennis Yu, Nicholas Kusmich, Molly Mahoney, and many more.

I spoke at this conference on Facebook Messenger chat bots, and while I was there, I got a chance to attend some of the sessions. So on today’s episode, I wanted to share my top takeaways from Social Media Week Austin. 

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"When you’re creating content, you need to think deeper than just the content, but HOW you communicate and deliver the content.

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Topics Discussed In This Episode:

  • 2 questions you need to ask yourself when you're creating content
  • Why you need to stop being general in your social media and marketing
  • How to be authentic and come across as a brand that's authentic
  • Why you need to keep testing in marketing (hint: myths!)

Resources Discussed In This Episode:

Hey guys, so glad to have you back for another episode. So I just got back from speaking at Social Media Week Austin 2020. So Social Media Week Austin is an annual week long social media marketing conference held in Austin, Texas, and this year some of the speakers were Dennis Yu, Nicholas Kusmich, Molly Mahoney, and many more.

So I spoke at this conference on Facebook Messenger chat bots, and while I was there, I got a chance to attend some of the sessions. So on today’s episode, I wanted to share my top takeaways from Social Media Week Austin.

I think it’s important for me to share these fast, tangible takeaways because social media marketing and digital marketing in general is constantly changing, and it’s really hard to be on the pulse of everything that’s changing and what’s working and what’s not when you have a business to run and marketing is just one aspect of it. So I hope that you’ll be able to take away something valuable from today’s episode.

But before we go on, if you haven’t already left a review for the podcast on Apple’s iTunes, I would really appreciate it if you could let me know your thoughts about today’s episode by leaving the show a review. You guys, that would mean so much to me. Every single week I strive to create great content for you, and your reviews and your subscribes let me know that you’re with me and I’m not just talking to a mic by myself.

Now if you leave a review, I’ll be sure to give you a shout out on the next episode. So go ahead guys, leave the show a review on iTunes.

Alright let’s jump in if you’re ready. Number one, my first piece of takeaway, is on the content that you’re creating. Nicholas Kusmich, who was the keynote speaker, said to ask yourself these 2 questions, “How does your content stand out, and how do the right eyes see your content?”

So one of the things that I see a lot of business owners do when it comes to content marketing is they focus a lot on quantity and being spread out on different platforms. The problem with that is the online space is just so crowded with ads and endless content that it’s really hard to capture the attention of your audience if you’re just creating another meh content.

Back in the ‘70s, the average consumer in the U.S. saw around 500 ads per day. That number has since increased by a factor of 10 to upward of 5,000 ads per day.

And that’s just for ads. What about content? There’s endless YouTube videos, blog articles, podcast episodes, social media posts… basically if you’re thinking that all you need to do is to just create a whole bunch of content on Instagram, Facebook, YouTube, blog articles, podcast episodes and you’re gonna get customers, then I’m sorry to say but that’s no longer how it works.

When you’re creating content, you need to think deeper than just the content, but HOW you communicate and deliver the content. Let’s talk about the how.

A lot of times entrepreneurs look at people like Gary V or Tony Robbins or Marie Forleo and we see them doing all these content across different platforms, posting multiple times a day. But what we don’t see is the huge team behind the scenes creating all these content for these big names.

And I’ll also challenge you to go check out every content that Gary V or Tony Robbins or Marie Forleo puts out. It’s pretty much quality content, full of good advice, stacked with quantity on top of it.
And so while you’re creating your content, while I’m creating this podcast, you have to ask yourself this question, “Is this content gonna stand out? Are people gonna be attracted to consume it? Is it gonna be worth their time?”

And one of the ways you can help your content stand out more is to inject your personality and your story into your content. Of course, not every content calls for a story, but your personality, who you are, is extremely unique and it can help you to stand out.

When I think about myself and my podcast and all of the content I create on YouTube, my personality and who I am and what I stand for is the reason why some of you keep listening to the show. It is the reason why you’ve chosen to spend 30 minutes listening to Hack Your Online Business instead of Gary V’s podcast.

And I acknowledge that. I don’t try to be like Gary V, I don’t try to be like Russell Brunson or Marie Forleo or Amy Porterfield, I am just me, Chrystabelle. So ask yourself, is your personality coming through and shining through your content?

And remember, you don’t need to please everyone. You don’t need everyone to like you. In fact, there will be people who will not like you just because of how you look or how you sound or your gender or your race or your beliefs and that’s totally ok. You wanna stay true to who you are, repel the ones who don’t like who you are, and that polarizing factor is gonna help you and your content stand out. Not everyone likes Gary V, not everyone like Marie Forleo. But they stay true to themselves.

Another thing to remember when you’re creating your content and having it stand out is it’s not about the why you do what you do, but what drives the market to want what you do.

And the way you drive the market and your target audience to want what you do is to speak to their feelings. So you’re selling feelings. A good message, a good content, is not when your prospect understands you, but when your prospect feels understood by you.

The second key takeaway is being general is the death of your social media and your marketing. I am huge on having a target audience and knowing exactly who your target audience is, what they like, what they do, where they shop, who they vote for, what brands they shop at, what keeps them up at night, what does a win look like for them… knowing all these details will help you to think specifically and make your marketing effective.

Your business may have a wide variety of customers or clients, but building your 'Ideal Customer Archetype' is going to help you to point a singular arrow to who you want to focus on that you can then market to.

So in your social media and marketing, don’t worry about not appealing to everyone. You want to take a hard stance, know who you’re talking to, and the person that you’re trying to connect with will appreciate that. If you’re everything to everyone, you’re nothing to anyone.

The third takeaway is in your business, in your marketing, you have to be human. Authenticity is one of the key words in marketing right now. How is your brand, your business, creating real conversations with your ideal customers? People like people like them and they buy from people, so allow that to shine through.

One of the ways that your brand can show up more authentic and more human is to start creating video content that isn’t so polished. So in fact, when you’re creating Instagram videos or selfie videos, they don’t have to be perfect. You don’t need some fancy camera. In fact, you want to screw them up on purpose, because it will make you relatable and more favorable to the algorithm, specifically Facebook’s algorithm.

Another way to be more authentic is to use stories. Start with your story and own your why, why do you do what you do, what is the story behind this business, then get to a bigger idea to lead to selling what you do with your products and services.

One of the speakers Joshua Lee spoke about LinkedIn marketing, and he recommends posting 10% personal content, 20% company content, and 70% non-company or business content on your LinkedIn. This ties back to being human, being authentic, showing up as a person and getting people to know the person behind the brand.

The big takeaway is how can we integrate being human and authenticity and the key to that is to focus on creating and nurturing the relationship, not the transaction. You’ll want to make every interaction with your ideal customer count.

The last takeaway is you have to test out different things with your social media strategy and see what works best. You need to give yourself that time to test.

There are a lot of social media marketing myths that people follow only because they did not test to see if it’s just a myth. For example, some people are concerned that using third-party publishing tools kill engagement. But, Agorapulse did some tests and they found that content quality matters more than the tool. So scheduling tools allow you to be strategic on social media without getting a hit on engagement.

Another myth is square-video ads perform best on Facebook, but after testing by Agorapulse, they found that vertical ads take up most of the screen and do better.

Another myth if you use Twitter is using emojis in your tweets will result in higher impressions or engagement. But the fact is tweets WITH emojis get lower impressions.

So you can see how important it is to test your social media all the time? Test things like different post timings, images vs videos, color vs black and white, the key is to test and find out what works specifically for your target audience.

So those are 4 key takeaways from Social Media Week Austin. If you want to work with me and get my help and my advice on your online business and your marketing, then you’ll definitely wanna stay tuned because for the next few months, I am planning on doing a few free challenges and webinars that are gonna take your online business strategy and marketing to the next level. And I’m super excited to be doing these free trainings. If there’s a particular theme or topic that you’ll like me to cover, I want you to Instagram, find me and send me a DM and let me know what you’ll like to teach. You can find me on Instagram at @thisichrystan.

Anyway thank you so much for listening to this episode. Please leave us a review if you have not already, it means the world to me. Alright guys, talk to you soon.

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