I really enjoy listening to podcasts as I spend a lot of time in the car. Not only are they a great way to pass the time while stuck on the M25, but I also learn a lot too.
I have to make sure that I have a pad and pen nearby for scribbling down important notes but generally, if it’s really good, it’s useful to look at the show notes afterwards if I miss something or need the name of a guest.
Social Media Marketing with Michael Stelzner
My favourite podcast is Social Media Marketing with Michael Stelzner. Michael is the Founder of Social Media Examiner, an amazing resource for all thing social.
You may be thinking “yeah, yeah, social media isn’t even my job, I have a whole company to run” but give me just a minute…
Every week Michael presents a 45-minute podcast which generally includes an expert interview. He’s direct, asks the questions that you want to ask yourself and at the end of the 45 minutes you come away having learnt a lot.
Most recently I was listening to an interview with Ben Amos of Engage Video Marketing; a video marketing expert and podcast host himself.
4 Key Elements
The interview was centred around Ben’s belief that the customer journey is made up of 4 key elements that you should be looking at when creating a video strategy, but these areas apply across all marketing channels for your business. Ben broke them down in such a way that I think they will resonate with you.
It’s at these 4 points that we can use a video marketing strategy or use these key elements as areas of focus for social media marketing.
Stage 1: Building Awareness
This is the area of your marketing where you want to reach as many people as possible. It is much harder to track than other stages as you can’t normally confirm that a customer purchased a product as a direct result of seeing an awareness post or video.
Building awareness is best achieved using a story but it needs to be real and relatable so that your audience can identify with you. You should be using emotions- for example: talking about how you feel your customers pain, understanding the hassle they go through or the excitement that they feel. This allows them to relate to you (and your brand).
Remember that people buy the solution that you fix, so talking about the problems that they feel before they have your solution is the way to go.
You need to understand who your ideal customers are and the problems that they are facing and look at the whys.
For me, I related to the whys the most. Building awareness just sounds like I’m talking about me, and if you know me you know I’m not overly comfortable with that. So Ben said to look at why you exist, why you do what you do and why you love what you do. This opens up a number of possibilities that don’t come across as just talking about yourself, instead you’re talking about your passion and drive, and that will come across emotionally.
- What is your why?
- Why do you do your job?
- Why do you love what you do?
Stage 2: Consideration
After building awareness comes consideration and creating social content that is engaging. Again, I know we’ve heard this before, but when you sit there first thing in the morning stumped about what you’re going to post to create that elusive engagement, this is useful.
You want your potential customers to come on a journey with you, like a relationship, where they start to trust you over a period of time – this isn’t like going out on one date and then boom you get married! It happens over a period of time with content that allows this relationship to develop.
Ben suggests sharing consistent content such as frequently asked questions, educational posts and how to’s – all with an emotional connection which allows your audience to understand your expertise and builds trust over a period of time.
Most questions and areas that you would like to educate on have probably been asked a million times over on the internet, but you need to add your personality and humanity to your content to allow these relationships to build and develop. Then, when the time comes that your customer is ready to buy, they’re more likely to choose you.
But its not over yet!
Stage 3: Conversion
You’ve positioned your brand, you’ve engaged with your audience and you’ve showed your emotions- they are ready to buy, so why aren’t they knocking on your door?
You need to consider the barriers that are preventing them; do they still have logical considerations that you haven’t yet answered?
Answering these questions within your content and talking about the process that they will follow if they work with you will help alleviate fears as well as setting expectations about working with you.
Testimonials and case studies are also well placed in this area. Detail how you work, what you achieved for existing clients and the results delivered – these all appeal to the final phase.
- Briefly describe your on-boarding process.
- What questions are you normally asked in client meetings or phone calls?
Stage 4: Advocacy
Having got yourself a new client, it’s important to continue the relationship with them to impress them and keep them happy.
This could be something that is done immediately or 3-6 months later and I love the idea of a personal video just to say thank you.
This 4-step approach feels like a simple way to implement, increase or improve your social media marketing because rather than staring at the blank screen wondering what you are going to write you have some direction and can use it to develop a strategy for you and your business.
Thank You and Credit
A huge thank you to Michael Stelzner for his weekly podcasts that entertain and educate me, and I really enjoyed hearing from Ben and loved how open he was about sharing his knowledge.
I’ve included lots of links below for where you can find Michael and Ben- full credit to them for the content of this blog.