social media

LinkedIn: The Forgotten Social Network?

For the past year or so I’ve been loving LinkedIn! It’s such a great place to connect with people who are looking to expand their networks and grow their businesses. But I haven’t always felt that way about the platform…It’s a network that I’ve struggle to fully embrace, until recently!

If you haven't logged on to LinkedIn lately, you are going to be in for a huge surprise when you do!

In the last 18 months, LinkedIn has been completely revitalized.

Gone are the days when all it's used for is posting your resume. LinkedIn is a professional networking platform, and it is now the place to be for entrepreneurs. ESPECIALLY if you are in the B2B world.

But lots of entrepreneurs hold back, as I once did, when it comes to embracing LinkedIn, and it comes down to these 3 misconceptions.

Misconception #1 LinkedIn is just for Job Seekers

When LinkedIn first came on the scene (side note – did you know LinkedIn has been around longer than Facebook?) there was a big focus on connecting employers with potential employees and vice versa. And you can see some of those elements on the platform today, for example: “Sobeys, Saint Mary’s University, and KPMG are looking for candidates like you” is the type of notification I sometimes get.

But LinkedIn really is a professional social network.

Unlike other platforms, when users are on LinkedIn they are looking to network with others. They haven’t logged on to look at cat vids, pictures of their grandchildren, or take a quiz telling them which game of thrones character they are (I’d like to think that I’m a Daenerys BTW)

LinkedIn is where most Fortune 500 decision-makers and executives like to spend their spare time. And guess what? When they are there, they are actively looking for something for valuable content and connections. They are looking for something that changes the way they are doing business. And that might be you!

LinkedIn gives business owners and professionals a convenient, accessible and effective place to make connections, market themselves, and grow their business.

Misconception #2 LinkedIn is boring and stuffy

Unfortunately, I let that hold me back for awhile. I would sometimes let myself believe that LinkedIn wasn’t the right place for my content, because it wasn’t “polished” enough.

But that is not true.

LinkedIn is a professional social network, and as I’ve said about 100 times on this show – professional doesn’t mean boring. In this case it means you’re not posting selfies or pictures of you in your jammies.

But there is no “right way” to create content for LinkedIn. The type of content you are already creating is probably fine. You don’t need to change the content you are creating so that it fits into LinkedIn – because you are still you, that is your voice, so do what you do and LinkedIn will shift accordingly.

Now – this isn’t to say that there isn’t some horribly boring content out there or that some people are using it to share every boring thing they’ve ever thought. But that doesn’t mean that you should too.

One of the biggest influencers on LinkedIn is Goldie Chan – she has green hair and shares a video from Disney probably at least once a week. Is that who you imagine when you think LinkedIn influencer? If not, it’s time to change the way you think about LinkedIn!

Misconception #3 LinkedIn is dead

The last misconception I want to discuss today is “LinkedIn is dead”

Microsoft paid $26.2 billion for LinkedIn in 2016.

Before that, LinkedIn had been trending down, but it’s on its way back up. Now, not saying that everything Microsoft does makes sense, but they saw $26.2 billion worth of potential in the platform, I and wouldn’t ignore that.

Since then Microsoft has added video – which, honestly has completely changed the platform and brought new life into it.

And, LinkedIn is in the process of rolling out live video! I think today less than 30 people in the world have access to it, but they way they are rolling it out is brilliant! They have created a product that has so much demand that 100s of people are applying to get access to LinkedIn Live every single day!

And why not? Those who get early access to LinkedIn Live are going to get so much exposure and added benefit.

(Unfortunately, these things are usually rolled out to the US first, so us Canadians might be on the waiting list for awhile).

Are you using LinkedIn to grow your business? I’ve love to connect. You can check out my profile HERE.

Bad social media habits to break in 2019

As a social media marketer, there are a lot of bad habits I observe online. Sometimes they are habits of some of my own clients, entrepreneurs that I speak to, or people that I follow on social media. But the point is, they frustrate me – and more importantly, they could be preventing you from growing you business more effectively. I want to help you make sure you are not continuing with any of these bad habits into 2019, so that you can have your most impactful year yet! 

Here are 5 Bad social media habits to break in 2019

1. Winging it 

The first bad habit I want to talk about is winging it. And I’d say most of us are guilty of having done this at one point of another. And this is what happens when you don’t create a social media marketing strategy to guide all your efforts.

The great thing about creating a social media strategy, whether it’s with a social media marketer, such as myself, or even on your own, is it forces you to make sure that you are looking at the big picture and planning your content and presence strategically.

What happens when you don’t have a strategy is you say, oh, I haven’t posted to social media for a few days, better do that now. Then you log in, stare at the blank post box, and nothing.

OR, weeks go by, and you haven’t posted anything, and you think you need to post something, so you post something crappy just to say you did.

2. Hiding behind your products and services

Your potential customers need to know what you offer, and how you can help them accomplish their goals. That’s a given.

But to move your audience from potential customer, to paying customer, they need more than just that. Your audience has options – there are lots of companies out there offering the same thing, or something similar.

This is where it’s important to share about yourself beyond what you sell. This helps your audience connect with you, start building a relationship with you, and you will eventually gain their trust. That connection point is far too often overlooked by entrepreneurs.

Most of us could do a better job when it comes to this – myself included

3. Not being crystal clear on who you are targeting

In your business, it’s important to be clear and specific about who it is you want to work with. And really, this is your decision, you can work with whoever you want to work with. BUT you can’t work with everybody, and even less so, you can’t target everybody.

When you try to target everybody, or if you are generally too broad in who you are trying to attract, you message gets diluted, AND your content is much less effective.

Your audience will be more inclined to work with you when you are talking directly to them. But the broader you try to go, the less people feel like you are talking directly to them. So, specific is always better.

4. Being a digital billboard 

Turkey sandwich, 8.99. Upcoming event get your tickets now. Enrollment is now open for my course, buy today.

You know when you check your mailbox, and you get a bunch of flyers or coupons, or letters promising better internet? And then, if you are like me, you proceed to dump all of that into the recycling bin beside the mailboxes?

Well, when I open up my social media, I don’t want to see promotions like that. Spamming your audience with daily promotions is a quick way to the unfollow bin.

A good rule to follow is the 80/20 rule. And this means that you are sharing 80% valuable content, such as tips, stories, personal things etc, and then 20% can be on the promotional side.

5. Content Dumping 

The last habit I want to discuss is content dumping.

As for a definition: content dumping. Verb. The phenomenon of publishing content and wishing for engagement, but not sticking around long enough to respond to comments or questions. This term can also extend to mean not engaging with any other posts either.

Ok, I made up that definition. I used to like that game Balderdash. 

But the point is – if you are looking for engagement, it’s a given and take kind of situation. If you are expecting your audience to comment on your posts, you need to be there to respond to that. This build more trust.

If you prompt them to ask a question, and you never answer it or respond, then you lose trust.

Take the time to respond to any comments. Even something as simple as a thank you can go a long way (although bonus points for something more specific).

And while you are there. Take the time to comment on the posts of others. Social media is a 2-way street. Its important to show others that you care if you want them to return the favour.


Live video is my favourite way to share content with my audience. And honestly, it has helped me exponentially grow my business. How? Well...  Live video gets 600% more engagement than other types of video (and let’s face it, video in itself gets more engagement than other types of posts).  Live Video is watched for 3 times longer than pre-recorded video.  AND Live videos have a 148% higher reach than any other form of content.  Not enough to convince you? The real reason why live video is so powerful is this:    It’s the closest you can get to face to face interaction.  How can you leverage the power of live video to grow your business? In this free guide I explain everything you need to know before hitting the big red LIVE VIDEO button!  Sign up  HERE .

Live video is my favourite way to share content with my audience. And honestly, it has helped me exponentially grow my business. How? Well...

Live video gets 600% more engagement than other types of video (and let’s face it, video in itself gets more engagement than other types of posts).

Live Video is watched for 3 times longer than pre-recorded video.

AND Live videos have a 148% higher reach than any other form of content.

Not enough to convince you? The real reason why live video is so powerful is this:

It’s the closest you can get to face to face interaction.

How can you leverage the power of live video to grow your business? In this free guide I explain everything you need to know before hitting the big red LIVE VIDEO button!

Sign up HERE.

Dial Up your Personality: with copywriting expert Kate Bonycastle

Do you ever struggle when it comes to putting words to paper? For more than 15 years, Kate Bonnycastle has been taking the agony out of business writing -- for the writer and the reader. Ad copy, web copy, sales copy, conversion copy & content. Her fave clients are already good writers who want to dial it up, so they can reach more people and make the world kinder, more inclusive and purpose-driven.

In this episode of the Art of Online Marketing Kate and I discuss:

- Why you need to start with the end in mind;

- Differentiating between WHAT you want to say and HOW you want to say it;

- Infusing your personality into your copy;

- Why a school teacher isn’t the best person to review your copy.

To learn more about Kate visit: http://katebcastle.ca


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READY TO ENTER 2019 WITH A BANG?

I’ve teamed up with 40+ business experts for the Entrepreneur City Holiday Giveaway Extravaganza!

They’ve created an amazing giveaway event with 40+ entrepreneurial experts gifting their very best templates, swipe copy, video trainings, and more. You’ll get all of this plus my own 12 Days of Christmas Live Video Challenge when you sign up HERE.

The event runs from December 3rd – 24th and after that the gifts are gone. Jump on in right now and go grab all 40+ of these amazing gifts HERE.

Presenting a win-win formula: How to Increase Sales and Strategic Partnerships - with Jody Euloth

Jody Euloth is the owner of The Mesh Media Network, a Sales, Sponsorship, and Marketing Agency. They work with entrepreneurs and businesses to attract and secure new business, and with brands to leverage experiential marketing opportunities by creating memorable experiences for audiences through sponsorship activations.

Jody has had the pleasure of working on projects such as the Atlantic Golf Expo, CIBC Run For the Cure, University of Toronto Basketball Excellence Program and Atlantic Fashion Week, to name a few. Her strategic partnerships and creative collaborations have engaged such brands as Bell Media, Porsche, RBC and NIKE.

In this episode of The Art of Online Marketing, Jody and I discuss:

  • The difference between marketing and sales;

  • What you need to know about securing sponsors;

  • And, her number 1 tip to close sales!

To learn more about Jody visit: http://www.meshmedianetwork.ca/


EC promo image.png

READY TO ENTER 2019 WITH A BANG?

I’ve teamed up with 40+ business experts for the Entrepreneur City Holiday Giveaway Extravaganza!

They’ve created an amazing giveaway event with 40+ entrepreneurial experts gifting their very best templates, swipe copy, video trainings, and more. You’ll get all of this plus my own 12 Days of Christmas Live Video Challenge when you sign up HERE.

The event runs from December 3rd – 24th and after that the gifts are gone. Jump on in right now and go grab all 40+ of these amazing gifts HERE.

Understanding the Customer Journey - with Shaun Whynacht

For Shaun Whynacht, small business is a way of life. In fact, the entrepreneurial spirit is practically woven into his DNA.  As a small boy, he tagged along with his grandfather as he maintained a successful TV repair business. Later he helped renovate the kitchen for his grandmother’s cake shop, and all the while, his mother ran a craft business in his childhood home. Unsurprisingly, by the time he was in high school Shaun went into business for himself.

Upon completion of his college studies in television production, he spent more than a decade exploring every corner of Canada and learning about the business world as an employee. From non-profits to corporations and revenue development to web design, Shaun has seen it all.

Shaun’s company, Blue Cow Marketing, specializes in helping established business owners streamline their marketing process through automation. In this episode of The Art of Online Marketing Shaun and I discuss:

-          What you need to know when it comes to automation;

-          Understanding the journey of your potential customer;

-          Why it's vital to record and organize your customer data.

To learn more about Shaun visit: http://www.bluecowmarketing.ca


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Know a business who is doing great things on Social Media? Nominate them for a Social Media Business Award!

Nominations are open NOW and close November 29th at MIDNIGHT! Results will be announced December 13th.

To nominate your favourites, click HERE.

Live Video Q&A

In this episode of the Art of Online Marketing, I answer your questions about live video! I always get tons of questions about live video whether I am conducting a workshop, delivering training, or working with my clients 1:1. Those questions are often what fuels the subject matter of my live shows, but sometimes the answer doesn’t need an entire episode to cover. Enter this Q&A session.

Watch the video and learn:

  • Is it necessary to wait for your audience to grow?

  • How do I structure my live show?

  • I see you and others schedule live – how do you do that?

  • What’s a premiere on Facebook?

  • Is it possible to use a Facebook live episode as the video in an ad?

  • How do you switch my live on and off neatly?

  • Can we re-use our live video in other places?

  • Why did you start going live?

  • Can you stream to Facebook and Instagram at the same time?

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You’re invited to The Live Video Formula!

Live Video receives 600% more engagement than other types of content and is watched for 3 times longer than other types of video! How is that for a return on investment!?

The Live Video Formula is for small business owners who want to increase their visibility online and attract more customers with an effective Live Video presence. The course is appropriate for both those who have never done live video and those who have dabbled in it but want to create a powerful live video strategy.

If you are ready to take action to improve your visibility, increase your engagement, and attract more loyal customers with live video, join me for The Live Video Formula! For more details CLICK HERE.

We start November 14th, 2018.

Live Video! Where is it a thing?

Every week I go LIVE for The Art of Online Marketing live show. The show originates as a Facebook Live stream. Most of my audience watches me on Facebook, either live or the replay. Facebook Live is a great platform, it helps you better connect with the people you are ALREADY connected with (on Facebook).

Facebook Live replays can live indefinitely, you can schedule your live, you can download the video and re-purpose it, and it’s easily shareable all over Facebook - in groups, on your timeline, and more.

I’d say at this moment in time – Facebook live is the most popular live platform. But, there are some other great platforms that have live video built in such as...

Instagram

YouTube

Periscope (Twitter)

Watch the video to learn more about these live video platforms!

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You’re invited to The Live Video Formula!

Live Video receives 600% more engagement than other types of content and is watched for 3 times longer than other types of video! How is that for a return on investment!?

The Live Video Formula is for small business owners who want to increase their visibility online and attract more customers with an effective Live Video presence. The course is appropriate for both those who have never done live video and those who have dabbled in it but want to create a powerful live video strategy.

If you are ready to take action to improve your visibility, increase your engagement, and attract more loyal customers with live video, join me for The Live Video Formula! For more details CLICK HERE.

We start October 31st, 2018

Google + pulls the plug. Is Facebook next?

In case you’ve been living off the grid…

Last week Google announced that it would be pulling the plug on Google +, their very own social media platform, which was launched in 2011 to rival Facebook. While Google is generally a beast when it comes to creating attractive products, this one was a flop. Google+ is shutting down because of low usage and engagement (and not to mention, a major data breach)

But honestly. Google + never really took off. It claims to have 395 million users (in theory more than Twitter). However, 91% of Google+ accounts are empty, meaning they were likely created either as spam accounts or just to access other Google services.

But what does this mean for other platforms? Given that multiple social media sites have recently been under scrutiny, what I want to explore is: is Facebook next? Let’s analyze the situation in 3 key areas: usage, demographics, and business and marketing.

Usage

Facebook, which is currently the largest social network has 2 billion monthly active users. That means every month 2 billion different people are spending time there. Its not me 1 million times and Shawna the other million – its unique users. How does that compare to other social networks? The only other network that comes close to fb is Instagram, which just reached the 1 billion mark. 79% of Americans use Facebook—the platform with the second closest usage percentage is Instagram, at 32%.

Oh, an FYI, Fb owns Instagram. So, anything good that happens to IG is good for Facebook.

Here’s the thing - Facebook has been around for 12, 13 years, so the rate of growth isn’t huge, and that’s because basically everyone already has a Facebook account – I’m willing to bet that you do. But, the numbers are still increasing, not decreasing like some would lead you to believe.

In fact: 400 new users sign up for Facebook every minute.

When it comes to usage: Facebook is not dying

Demographics

When I first joined fb, it was a new and mysterious world where people shared things about what they were doing and photos. It was weird, and I was like what is this – people are going to spend time here? This was in 2006 and I had just started university. Everyone said I needed to join Facebook, so I could connect and stay in touch with all of my new university friends. And this is exactly what it did, for a period of time.

Slowly – or quickly, (I can’t really remember, all this feels like it was just yesterday), anyway the crowd of people on Facebook expanded. Friends at home, younger friends, then older friends, then parents, then grandparents, then great grandparents. You get the idea.

Overall Facebook reaches the widest demographic of people.

Is Facebook “uncool” well – semantics. Usually things are uncool when everybody is doing it. And honestly you probably heard your teen say that Facebook is uncool.

If you are trying to reach teens – then yeah, Facebook probably isn’t the place to reach them, but if your customers are adults, chances are, they are on Facebook, because again, everybody is. And most of those people are checking in at least once a day.

You can pick a “cooler” platform. But you might be the only one there.

Business & Marketing

Now, this is where is gets a bit trickier.

Facebook, a free way to connect with people became an obvious place to market a business. Because well FREE. And then everyone went nuts with marketing their business and Facebook was like whoa – no one is going to want to be here if they get advertised to all the time. So, enter the beginning of fb page decline. The algorithm became stronger to ensure that users were seeing posts that they were interested in and fit organically into the conversation.

This went on for awhile until last January – also known as the Facebook apocalypse. Where Facebook changed the focus to helping users connect with friends and family, and less on discovering new content.

For business this meant a lot less reach for their pages. Which is obviously sucks.

But remember, fb shows your content to those who are most likely to engage with it.

So, is it harder to reach the masses on Facebook? Yes, yes it absolutely is and if anyone says otherwise they are full of it. But, you can still reach the people who want to hear from you. That means your goal needs to be to create amazing content for THEM.

Once you create great content for those who are already paying attention, they will bring their friends along. They might comment on your content, share it, or even recommend it to others.

Yes, your ability to reach lots of people is reduced, but you still have more chance of reaching them than other platforms – depending on your target market of course.

Overall, no, Facebook is no dying, its just evolving.

Marketing your business and getting visible on Facebook is getting harder, but with the right content you can reach the people who most want to hear from you.

The point is: don’t give up on Facebook, because, at the moment, its your best bet. Keep marketing on Facebook, and other social media. Because its never a bad idea to diversify your efforts.

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You’re invited to The Live Video Formula!

Live Video receives 600% more engagement than other types of content and is watched for 3 times longer than other types of video! How is that for a return on investment!?

The Live Video Formula is for small business owners who want to increase their visibility online and attract more customers with an effective Live Video presence. The course is appropriate for both those who have never done live video and those who have dabbled in it but want to create a powerful live video strategy.

If you are ready to take action to improve your visibility, increase your engagement, and attract more loyal customers with live video, join me for The Live Video Formula! For more details CLICK HERE.

We start October 31st, 2018

The 3-Part Formula to Video Marketing Success

If you’ve been using social media for awhile now (haven’t we all?), you will no doubt have noticed the increase in video content. And every time you log on you probably notice even more videos. It’s becoming pretty clear that the popularity of video on social is increasing every single day. But how can you take the popularity of video, and use it to your advantage while marketing your business on social media? In this episode of The Art of Online Marketing I share 3 important factors you need to know when it comes to video marketing:

1. Social Media users prefer video

2. Live Video increases your engagement and reach

3. Why Authenticity attracts loyal customers

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Are you struggling to get your social media posts in front of your ideal customers? Algorithms are always changing (to the disadvantage of business owners) and reaching your audience seems to be getting more challenging by the day!

But, connecting with your audience on social media is still possible. And the best tool to accomplish that is Live Video! That's why I created this free training. Make your time spent on social media pay off!

In this free session you'll learn:

·         What factors determine how many and which users see your posts;

·         The benefits of adding Live Video to your social media marketing strategy;

·         How to get more visibility, engagement, and leads with Live Video!

Sign up here!

How to Level Up your Live Videos!

Live Video has seen a huge surge in the past few years. And it seems like everyone and their cat has been hopping on to live video. It’s easy to understand why: live video is an amazing platform to connect with your audience and future customers, increase visibility, and overall grow your business.

But, just going live isn’t going to magically produce results. There is an entire strategy that needs to go into your live videos to see the benefit at the other end.

In this week’s episode of The Art of Online Marketing I share How to Level Up your Live Videos – 3 lesser known strategies to improve your live videos and get the results you want!

1. Share Something Actionable

2. Repurpose your Live Videos

3. Don’t be afraid of mistakes

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I am thrilled to announce that the doors are now open for The Live Video Formula – Fall 2018 Edition!

Live Video receives 600% more engagement than other types of content and is watched for 3 times longer than other types of video! How is that for a return on investment!?

If you are ready to take action to improve your visibility, increase your engagement, and attract more loyal customers with live video, join me for The Live Video Formula! For more details CLICK HERE.