Inner Sircle

On this episode, I talk about understanding how to use the right social media platforms in the current environment. I encourage brands not to get too romantic about what got you here and not try to overthink the future. Understand what you want to do now and invest the time and energy in the right places, while also leaving just a little bit of attention on what is coming down the road...

On this episode, I break down some of our Q1 2019 tactical recommendations for social media. The big takeaways are a “less is more” approach to content aiming for about 16 posts per month. Boosting of content and making sure you’re putting more money behind less posts so as to give your best content increased chances for exposure and finally rethinking paid social and breaking it into three categories 1- Content Boosting for key message exposure 2- Short term campaigns to support specific initiatives such as retailer support or e-commerce promotions 3- Acquisition campaigns, but with deeper budgets.

On this episode, I talk about the Twitter platform devaluing followers and decreasing the real estate that your follower count takes up on the platform. Twitter is doing this as part of their cleanup process for their network, but we have been saying for a long time that your Twitter follower account is not the goal. It is about getting involved in the conversation, sharing information and communicating with other users. Don’t sweat follower growth at all!

On this episode, I talk about why social media engagement is not the right KPI for measuring your performance on social media. Pam Moore wrote an article for socialmediatoday.com backing up the idea that a lot of your core target demographic is on social and is probably consuming content they just aren’t going so far as engaging with that content via likes shares clicks etc. It is not about those engagement metrics (or at least not only for sure) it is about delivering branded messages to targeted audiences and having the data to support that delivery.

On this episode, I talk about the Quintly report that breaks down Instagram best practices and was published by Andrew Hutchinson on Social Media Today. The key takeaways are: 1- videos generate up to 21% more interaction then static posts. 2- bigger profiles are more likely to utilize video 3- longer captions are more common but shorter descriptions see more engagement 4- fewer hashtags is better 5-EMOJIS can spark response and 6- weekends see higher engagement.

On this episode, I talk about creating content and having that be the fuel for your marketing efforts. Measuring the success of content comes down to your visual opinion and whether or not it elevates the brand or create awareness around key messages. It is not on the performance of the content especially if you’re not providing paid support for that content. I apologize for the audio, but I wanted to sneak it in before I got to the office.

On this episode, I talk about where to invest your time and money if you want to be successful with your social media efforts in 2019. Specifically I talk about video, longform content, investing in third-party tools to help you better understand your audience and as always, paid social and influencer collaborations.

On this episode, I talk about thinking about the science of your content and message before spending so much time on the art. Think about who you want to target and what you want to say and then create assets to back that up. Don’t just create pretty looking assets and then think about how you might want to market then. It’s a subtle difference but an important one.

On this episode, I talk about the update that was put out on Instagram‘s info center regarding the steps they are taking to reduce in authentic activity on their platform. There’s a lot of tools out there to cheat the system and it causes a lot of headaches and really adds no value to anyone. I am really happy to see this proactive change and I hope it has a positive impact and changes the point of view that so many brands have on this topic.

On this episode, I talk about how brands are too overly reliant on Instagram right now. It is important to diversify and always be tasting new or other things.

On this episode, I give a quick pov on email marketing and the importance of it. You have to capture emails, have an email sequence plan, and deploy promotional and content laden emails too.

On this episode, I talk about Amazon testing a search based retargeting which would allow you to use the Amazon DSP and then follow users based on their search queries outside of the Amazon walls for the first time. There’s a very attractive product that marketers should be paying close attention to.

On this episode, I talk about my point of you on paid social and how there are really three categories. First is revenue generating ROI focused advertising. The second is reach and awareness around key marketing messages, audience segmentation and in the case of most of our clients retailer support. And the last is guaranteeing delivery for your “organic” content to select audiences.

On this episode, I talk about investing time and effort into Instagram Stories. You should be looking at Instagram Story swipe up ads, creative video and just experimenting with the platform as much as possible. Don’t wait, get involved now!

On this episode, I talk about YouTube premieres and why I think this is a great idea from the platform and for brands. It brings users back to the old TV model where they are expected to tune in for some unique piece of content that they can only see at that time (at least for the first time it is viewers). It is a great idea to experiment a little bit here and get in early to gainsome learnings and see if you can get some attention from users experimenting with this.

On this episode, I go on a rant encouraging people to start showing more respect to Facebook. It is such an important part of your marketing plan and you should not be shortchanging your efforts there or disrespecting the social network. If you are, you are leaving opportunity on the table.

On this episode, I talk about where brands need to invest their dollars and time when it comes to social media and 2019. Every brand needs a social media manager, or a social media management team. They also need to invest in paid social as well as influencer collaborations and marketing.

On the episode, I talk about really understanding how to optimize your brand’s Amazon experience and setting yourself up to win.

On this episode, I go on a little rant after losing a prospect. They decided to go with an internal hire only because they thought they get more value because they get that person 100% as opposed to hiring Sircle Media and getting us while also sharing us with other brands. You don’t need one community manager 100% of the time but you do need different skill sets and different personnel to round out a social media strategy. For this reason it makes a world of sense to have an agency partner who can provide the different skill sets. Going internal and thinking you get all of the necessary talent rolled into one person is just not the case.

On this episode, I talk about Amazon and it’s importance for brands looking to sell product online. You should be leveraging the platform and it’s reach and hacking the platform with marketing dollars and expertise to give yourself a better chance to win. Don’t just sit back and hope it works, because it won’t unless you invest the time and effort.