Why Digital Marketing is more than just Social Media

You’re building a business, not a social media platform.

 

I have been wanting to write this blog post ever since I did my webinar last year on this very topic and after the glitches in Instagram yesterday it felt like the right time to put fingers to keyboard. I saw so many accounts talk about the loss of followers overnight from their profiles, some a few hundred, some thousands – the panic had begun.

“What have I done?”

“What did I do wrong?”

The answer, nothing. As it turns out, rather than an Insta clear of all the bots and fake followers we were hoping it might be, there was a glitch in the system and Instagram was working hard to fix it. Now, this makes me think about a few things.

1. that still so many people are fixated on follower number as an attribute to business success and

2. if it was a clear out of fake followers and bots, why isn’t anyone more concerned about their accounts being filled with those in the first place?

3. How reliant businesses are on social media to grow their business.

I saw plenty of comments when it spread through the airwaves after reading or hearing that it might be a clear out “Well if that’s true that’s good because I don’t want fake followers anyway” – but did you think this when it boosted your numbers to X amount? We can all see who follows our accounts, we get the notifications. You can see what accounts are coming on board. When I had been in business 6 months I went through a cull of my followers and blocked every account that wasn’t aligned with who I wanted to attract – you know the spammers, the weird entrepreneurs who make things sound so seedy (Million Dollar Baller springs to mind), oh and cardboard box companies, they seem to love a follow bot or two. I took my business from 654 followers down to 346 and I felt good about it. Since then I have been conscious to keep an eye on my followers and who followers and make sure that the spams and bots stay away. My aim with this platform is to build genuine, authentic connections amongst fellow business owners and my ideal clients.

 

Follower number is not the metric you should be following

The problems with Instagram yesterday highlighted once again how business owners are focusing on follower number. The real metrics you should be looking are these:

  • Impressions
  • Website visits from Social Media
  • Time people spend on your website
  • Sales on your website
  • And engagement

You should be looking at how much traffic social media is pushing to your site each week, each month, how many sales are coming through and the time people are actually spending on your website because the longer the better. Obviously, engagement is an important metric to look at for creating brand awareness you want to know you are creating engaging content for your audience to draw them into you, to help them get to know you and you them, but it’s not everything.

 

Quality over Quantity every.single.time

As I said before it doesn’t matter if you’ve got thousands or hundreds of followers if they are not your ideal customer and your target audience it doesn’t matter what the number is. You want to focus on attracting the right followers to your business and also following the right people as well. I’ve seen plenty of people follow totally obscure people back just to get the following. Follow & Unfollow action is not cool – don’t do it.

Putting so much reliance on one thing means that when this does have glitches when the platform does fail you it not only creates panic but you become a slave to it. I’ve had countless conversations with business owners who feel they are a slave to their Instagram account and how they feel if they don’t post on there every day their business will fail or the algorithm won’t like them anymore.

 

Your business does not fail if you are not on Social Media 24/7

Let’s clear that up right now.

What will suffer is your mental health with the stress you are putting on yourself and these platforms. I’ll share some insight with you.

I’ve worked very hard growing my audience since I launched my business. I knew that Instagram would be my main platform for reaching my ideal clients and when I started I put in the work…

Not always posting, but building an audience.

I was commenting, I was sourcing like-minded fellows, I searched for ideal clients, followed their accounts and commented on the posts that I found fun, interesting, valuable, sent messages and connected with them – even resulting in some virtual teas and cakes. I kept my feed steady and built my community. That’s why Christmas last year I decided to take 3 weeks off from my business, I wanted the break from it all and to enjoy some proper undistracted family time. The out of office was on and my social media accounts were off. In the end, I actually had 4 weeks away from Instagram and guess what happened when I came back? Nothing – it was all the same. The community that I had lovely built was still there, waiting. They hadn’t all unfollowed me, they hadn’t abandoned ship and suddenly I wasn’t attracting clients – nope they were all still there.

You can generate some proper Insta fatigue if you only focus on this platform. Yes as marketers we say about showing up and being consistent but focus on the consistency that works for you above all. Show up when it feels right for you.

 

Why Social isn’t everything

 

 

When I saw this tweet yesterday from Emma Jane Palin I had to retweet it straight away.  In business, you cannot put such a high dependency on a social media platform. Marketing your business online includes so much more than that. Social Media is merely a piece of the puzzle and unfortunately, it’s being given way too much of your attention.

I’m not a Social Media hater, I’m a Digital Marketer. I know the other elements involved to grow your business online. I love Social Media, I love how it’s developed over the years, what its brought us, how it’s helped me in business and yes I am focusing solely on the positive aspects here, we all know the darker side, but in terms of marketing and reaching people it has been a wonder – but this isn’t all there is.

If you’re using a platform, like Instagram, as your only way to connect with your audience and grow your business then we have a lot to talk about.

 

The important marketing elements you’re neglecting

 

Did you know that consumers generally have to see something 7 times before they take it in before they make a decision. In the marketing world it’s called the Rule of 7 and because of the digital age we are in we have even more ways to reach our customers and clients than ever before. But if you’re only trying to reach them on one platform, a platform you don’t control, a platform where algorithm plays a part – then this is going to be harder.

What you shouldn’t be neglecting is having a highly functional website, that works well on devices, loads quickly, a website that speaks to your ideal customer at every single piece of content that you produce on it. You shouldn’t be neglecting your SEO and how people can find you in search engines. Did you know that an average of 63,000 search queries happen per second on Google? That’s 5.5 billion a day – A DAY! Who’s going to find you if you’re not looking after your SEO?

Let’s talk about email marketing and growing a list.

I’ve spoken to countless businesses recently who have an email list, mainly because they think they need one or know that other people in their industry do, yet don’t have a clue what their email strategy is. Or they have over 500 people on their list and not once emailed them. Five hundred people who have willingly given over their email address (precious data in this GDPR age) and are actually a hot lead – have not been contacted by the brand or business they want to hear from.

What about content generation outside of a social media post? What about an amazing guide or workbook or gift to give to your customers that could be used as an opt-in for your email marketing? What about blogging and sharing content with your audience, sharing your voice?

You are neglecting valuable elements of marketing your business and most importantly growing your business, I’m sorry but it’s fact.

I’m going to outline an example. 

Say you have a blog and you write an amazing piece of content that you know your audience will love.
Scenario One:

  • You share a post about it on Instagram

TouchPoints to your audience: 1

Scenario Two:

  • Do SEO for your blog post making sure you have a snappy engaging keyword Title tag to be shown in Google when someone searches for the content your writing about, you create an amazing Meta Description that completely draws them in and is picked up for the keywords you want to be found for.
  • Highlight the blog as part of a recent posts collection on your website choosing specific pages that are popular and often checked (which you can find out in Google Analytics).
  • Include the blog on your newsletter to your email list.
  • Share the blog on your social media channels – let’s say Instagram and Facebook in this instance, as a post in the feed.
  • Highlight the blog on your stories.

Touchpoints to your audience: 5

and that’s without the mention of video, or going live, Ad’s or even re-sharing the content.

 

So let’s recap

 

Knowing and understanding all the elements of marketing your business online is really important.

Neglecting those elements will cost you business #FACT.

Putting all your effort into only Social Media will cost you business and potentially affect your mental health too.

You need to open up your marketing and start reaching your audience using the other ways.

Stop neglecting your warm leads that are sitting right there in a list, waiting to hear from you.

By putting all the pieces of the digital marketing puzzle together and using them your business will get more exposure, more traffic and more sales.

Who doesn’t want that?

 

 

How to work with influencers to promote your kids brand!

working with influencers to promote your business

 

One of the questions I get asked about quite a lot from the kids’ brands that I work with is how they can start approaching influencers to work with them. So I thought I would put together some tips on how you can do this. Here we go.

What is a Social Media Influencer?

First of all, I think it’s important we look at what an influencer actually is, especially on Social Media. Let’s take a look at the following definition from PixLee it states:

“A Social Media Influencer is a user on social media who has established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach.”

So when looking at the above it’s identifying a person who has built an authentic, engaged audience in a specific niche i.e. it could be being a parent blogger who also shares insight into their lives on Social Media. Example of this is Anna from Mother Pukka or Clemmie from Mother of Daughters.

But what are the things you need to keep in mind when thinking of working with an influencer and what are the myths behind it all?

1: Popularity

This can often be the biggest myth and key thing to look at. Popularity doesn’t always equal influence. You might see huge follower numbers there, but as we also know with our business accounts you can get any Tom, Dick or Harry following you sometimes and they’re not always our target customer, so imagine how many of these may also be following your influencer of choice. What you should be looking at over Follower numbers is, that’s right you probably guessed it, engagement!

You need to look at how much interaction their posts get and this is beyond likes, what is the engagement? You might find someone has 20K followers and a post that gets 561 likes and 5 comments. Look at this when you are considering who to approach and potentially work with for your brand or business.

2: Relationships

Working with an influencer is like anything else in business, it’s about the relationship you both have. Now, of course, this will take time, but if you are wanting to create a sustainable relationship that can not only work for you and your business initially but long-term and generate sales this is what you need to consider.

So find the influencers who are right for your business. Don’t just target the ones based on their numbers (as point above). You want to work with someone who has the same values as you and your business, would be a great fit for your product or service. You find that when a product really works and suits the influencers life and their values they talk about it in a much more natural and authentic way too.

A great way to start building these relationships is to identify who, then start interacting and engaging, if you generally like them and like what they’re about this wouldn’t feel like work either, it will feel natural. Then when you want to approach them they may already recognise your name and know about your business, ice broken.

Another great idea is to see how you could both work on some content together, maybe a guest blog post on your site or a joint interview perhaps.

3: Measuring ROI

Depending on how you decide to work with an influencer it could be via gifting a product or a paid post/story etc you need to make sure you are measuring the ROI on this work. I don’t just mean via likes and comments or more followers for you – we all know this a vanity metric at times and people can just jump on a follow wagon through influence, it needs to attribute back to sales – money in the bank for your business.

4: Decide your terms

This is a relationship and you need to state exactly what each party expects and will be delivered. So think about what you will be giving, whether that a product or you’re paying, the value of those things and then think about what you expect. Make a list of what this includes i.e.
X number of mentions
1 x post on feed including these tags and hashtags, links
2 x mentions in Stories including these tags and hashtags and swipe up links

You can then reach an agreement with the influencer on what is going to happen so you both know what is expected from each of you. You then have metrics you can measure for your ROI by looking at your analytics, see where there has been website traffic to your store from the day the post/story went out and look at that monetary conversion.

5: Does it fit in with your bigger picture?

Working with an influencer is the same as any marketing activity you have planned, asked yourself does it fit? It is right for where you want to go with the business, does it work with your other activities you have planned? It should ideally fit in with your other strategies and ideas – remember all the marketing cogs work as one.

*A new term on the block*

Nano-influencers. These are accounts with roughly 1000-5000 following (remember to take a look at their followers too and see if they align with your target audience) and they are now having quite high engagement on Instagram due to lower following and closer relationships with their followers. So it could be worth looking at this type of influencer and how this might work for your business.

The New York Times published an article on this just recently. Take a look here.

I hope this blog has helped you think about how you can work with influencers in your business, what to look for and more importantly what to ask when working together.

If you want to look at what a good engagement rate is and what that looks like here is a handy selection of tools from Influencer Marketing Hub.

Why experimenting with your Social Media is good for your business

Trial and Error with Social Media

I think personally that we can all get into a vacuum with our Social Media. It can truly run the roost in our businesses and often we can be so under it’s spell that it means we stay “safe”. The constant changes in algorithms mean that we can feel like slaves to it, worried about changing things up in case we upset the current rules and our content drops off the face of the feed. This is a real shame.

Of course there are tips and tricks you can follow to help get your content noticed by your audience, but really what social media boils down to is what it was always about – creating engaging content for your audience. This is the foundation of social, you create the content, people engage, you interact and you have conversations. You are being “social” in a digital space with people across the country, the world even. What a fantastic thing it is, and don’t get me wrong there are plenty of ways in which social media isn’t there for good and I’m sure we’ve all seen the ugly side with people we love to follow or even experienced it ourselves – but I’m not here to talk about that. I want to talk about how in business we can stay stuck and lose our inner child characteristic to play and experiment.

Switching things up on your social media does not mean your business will suddenly fail overnight or you’ll lose a hundred followers, on the contrary you could even see increases or the drop might actually be people who aren’t your target customer in the first place – so you shouldn’t be sad about them (it’s not a numbers game after all remember?). I think trying things out on your social media platforms is the only way you will truly know what works and what doesn’t for your business and for your audience.

Ways to switch things up

If you feel that engagement has been a bit flat lately why not take 30 mins to look at your last 20 posts, look at the content you shared, your comments, your voice – what got engagement, what date or time did you send it? Ask yourself these questions and make a note. Using this information give yourself a new format for the next week, try new times of the day – use your insights to give you ideas.

Perhaps your feed hasn’t exactly gone the way you wanted, maybe you want more colour or a bit of a theme to it – try it, test it out and see after about 20/30 posts what the change has been , what have you noticed? Are people engaging more?

Maybe you even need to take a bigger leap and drop a platform – perhaps you joined this particular one because you thought “you had to” and in reality you’re finding it a strain on your time, your brain and instead of enjoying it it’s a slog. If it’s not working you can either invigorate new life into it by having a strategy in place or maybe you say Goodbye and drop it altogether – you control this and the choice is yours.

 

Don’t be afraid

As I’ve said above it’s so easy to feel scared about changing things be that posting times, content, the look of your feed – but don’t be scared, don’t let fear rule you. It’s your feed and you can try out things as much as you like, you’re finding what works and the only way to find out what works is by experimenting!

If some things don’t work out, that’s fine, learn from them and move on to the next at least you’ll know and you’ll be stronger for it, not weaker.

Give it a go and let me know if you do try to shake things up and how you get on I’d love to know.

The Future of Facebook

the future of Facebook

A lot of businesses will know where they were when they saw the Facebook news hit screens everywhere last Thursday – that’s how important Social Media has become to us. It’s crazy to think that a Facebook news feed algorithm update would make BBC News but that’s how much of a stir it has caused.

If you haven’t seen anything about it yet, Facebook creator Mark Zuckerberg has released that the changes they will be making to the new algorithm “will give priority to content from friends, family and groups”.

That’s right – you read that correctly – Facebook is going back to it’s roots. As a personal user to Facebook I can completely understand this change. I very rarely see anything from my friends or family now when I log into the platform and my feed is usually filled with activity from groups I am in or Ad’s. So I think the changes they are going to do will actually make the personal use of Facebook a much better place.

As Zuckerberg says:

“[We have] a responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being…”

This is their justification for the change and like I said I welcome it in fact. However where does that now leave me as a business owner? What does this Facebook change mean for us?

Zuckerberg has admited that businesses are now going to have to work even harder than to gain attention from their customers or potential customers. The push for us to advertise and boost is going to be even stronger as we all see a descrease in organic reach on the platform. I’m a business and understand the need to make revenue – the whole reason why Facebook opened it’s platform to businesses in the first place with it’s Ad spots, but not all us businesses have massive budgets to get the reach we need and even when we dip our toes in, it’s never really clear whether we’ve reached the right people or not. So what can we do in the face of this uncertain 2018 as far as Facebook is concerned?

For this part I have teamed up with two ladies, both who are absolute powerhouses in the digital field and who I have a HUGE respect for, and we are all going to share our ideas and insights into what we can do to overcome this new algorithm change.

Pippa Akram – Social Pip

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Pippa’s Blog


Think personal

Right now consumers want to connect with businesses on a much more intimate level. They want to feel a part of, as well as see, the human side of a business and in a more meaningful way than ever before and this is where small business owners have a big advantage over their larger companions. Building an authentic, personal brand is so much easier to achieve when it is literally you or just a small team. Start by thinking about what you and your business would like to be known for and then live those real moments, connect over real issues, let your customers into aspects of your work and non-work life, share with them the ups and downs and build those relationships.

Get some support

If you haven’t thought about using brand ambassadors before, now might be the time. A brand ambassador could be a valued customer, a great client, a supplier you’re on good terms with. as well as trusted friends; basically anyone who will speak in a positive light about you and your business at the right time. You’ll need to devise some guidelines as there is an etiquette to promoting someone else’s brand and think about financial or non-financial rewards. If this sounds too daunting then you might want to consider reaching out to complementary businesses and work out a way to team up and support each other on Facebook. For instance an upholstery company might team up with a local fabric supplier and run a joint Facebook live video or competition or to simply offer those valuable tips we all crave.

Amy White – Social Butterflies

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When social media networks like Facebook launched back in 2004 the emphasis was very much on the ‘social’ and it was a great way to keep in touch with friends. However the tide has really turned – our newsfeeds are increasingly cluttered with adverts and the Brexit/Trump era of fake news has made consumers very cynical (and rightly so). A lot of people have now turned to Instagram as a refreshing alternative to seek out interesting businesses and individuals to follow. As a small business owner Instagram provides a unique opportunity to reach existing and potential customers through its emphemeral Stories video feature. It has become a hugely popular way to communicate with customers in an informal way. The feature allows you to post pre-recorded (and live) video clips (they only last for 24hrs), add text, stickers, polls, sound, filters and generally play around with new features as it continually evolves. A recent addition has been the introduction of ‘highlights’, which allows you to save your best clips and post them on your account page – a great way to showcase what your business is up to.

Stories 

These are a perfect way to showcase alternative content alongside your main curated feed. You can add personality, demonstrate your products or just chat to your customers. Think of this feature as a ‘behind the scenes’ look at your business – an opportunity to allow your authentic business voice a chance to stand out and be individual. If you have over 10k followers you will benefit from the ‘swipe-up’ feature, which allows you to add a clickable URL within your story. But do consider the way people enjoy viewing these stories – they like the spontaneous, funny, insightful and discursive types of content: don’t script it or be too serious in tone. This is a place to be relaxed and show some personality behind your brand without doing the hard sell. If you want to take your communications to the next level then I would highly recommend using Stories alongside posting photo/video content. As consumers become more fatigued with the commerciality of social networks Stories either on Instagram offer a great way to ask questions, showcase your knowledge and engage with your customers in a fun, friendly way.

Tips for getting started on Stories:

1) SHOWCASE: Product or service? It doesn’t matter. If you sell stuff then demonstrate it and talk about why you sell it, how you can use etc (give extra information but don’t hard sell). If you offer a service then offer your tips – give potential customers a taster of what you can offer.

2) BE CREATIVE: Play around with the features to make your videos stand-out. Don’t be afraid to use filters, intersperse video/photo content with text. Make it visually interesting and don’t be afraid to try different things.

3) ENGAGE: with your customers by asking questions – use the Poll feature to get feedback on products/services. Check your DMs – you’ll be amazed how simple topics can generate conversations.

4) AUTHENTICITY: If you’re talking to camera be natural – do not over rehearse. It’s supposed to be informal! Imagine you’re having a FaceTime video chat with your best friend. There’s nothing worse than watching someone who looks like they’re not enjoying the experience.

5) ENJOY: Have fun. If you’re not enjoying it then you’re not doing it right. Find what works for you and your business – don’t be afraid to get inspiration from people who do it well (nothing wrong with learning from others – but don’t plagiarise!).

Now over to me:

Groups

So Zuckerberg has already said that priority will be given to friends, family and groups. This is something to pay attention to because groups have already increased massively in the last year and if you’re a business owner you’re probably a member of a few groups either for business advice, parent support etc. So as a user you already know the power of them and how important they are in engagement.

But before we all jump and start a group think about whether this is the right move for your business. Does it work for what you’re about, what you want to achieve and who you want to reach? – Does having a group make sense for your business.

Starting a group is no different to starting on social media in the first place, you need to have a plan of what you want to do, because otherwise you will find that suddenly your workload has increased and it will become a burden and not an enjoyable task for your business. Anyone who does social media for their business will know how much time goes into planning and curating content for your channels, a group is ACTIVE…always and that’s the difference, you are encouraging people to engage and get involved much more proactively in a group than on a page and your group members will often lead discussions that you will need to keep an eye on and monitor group behaviour.

So while they are up and coming and a great way to drive that more personal engagement with your customers, don’t just jump into groups lightly, think about it.

Messaging Apps

Customers are communicating with us as business on a more personal level and through messaging more than email and phone calls (I hope actual talking doesn’t disappear entirely). I know myself when I haven’t been able to get an answer for something whether it’s a question or a complaint I have taken to social media to get an answer and it always works.

For small businesses customers like being able to talk to you and engage in a more personal way and this is a good thing. More often than not a person is buying into the business owner and what they stand for as well as the product they’re getting.

Facebook Messager can now be integrated as a chat on your website so you can talk to browsers in real time. As we know business profiles on Instagram have an easy to use message button so customers can DM you in one click and Whatsapp is developing a business app for users.

This is definitely an area to keep your eye on because as the increase in messaging app users increases it makes sense for us as businesses to get involved and communicate with our customers.

I hope you’ve found this blog useful. Lots of changes coming for 2018 – it’s going to be an interesting ride.

How To Create Digital Content Parents Will Love

Share the Joy Media

When I first launched my business I was very fortunate to have discovered a supportive Instagram community quite quickly and lucky for me, within that community was the lovely Saskia, who had also just launched her own business, Share the Joy Media, offering copywriting for the exact same market as me – a match made in heaven or what! I definitely feel like we’ve been on this journey together and I am thrilled she is featuring on the blog and sharing her words of wisdom. If you want your content to shout out to those parents – she is your lady.

Content. Social, blog, web page… us business owners need a lot of it! And coming up with original, authentic, ENGAGING, content that will help drive potential clients and customers to our website is no mean feat! In fact, the thought of getting creative in all these areas can be overwhelming.

Thankfully, creating digital content doesn’t need to be hard. But making it easy-peasy does require a strategy.

Here’s how to go about creating content that works for you and your kids/family brand (aka. content that helps you sell!):

Step 1 – Get specific about audience

So, you’ve started a kids/family focussed business which means you sell to: parents. Surely that’s your target audience, sorted? Not quite. Marketing to parents is the same as marketing to any other cross-section of consumer. You need to dig deeper and define exactly what sort of parents you are targeting – we’re all different after all.

Are your buyers: stay-at-home mums, working dads, high-income homes, families planning a holiday soon, new mums wanting to make breastfeeding easier… The characteristics and circumstances which further define your ideal customer are plentiful.

Here are some details to cover when thinking about your audience – each aspect has an impact on how you communicate to them:

  • Age group
  • Location
  • Marital/Family status
  • Income level
  • Education level
  • Occupation
  • Values
  • Struggles

Step 2 – Be selective with platforms

You want your business to be recognised online. You want to have loads of amazing followers who ‘get’ your brand and love what you post/sell. You want that to happen NOW! The reality is that building a digital following will cost you time and effort (or money) so trying to push forward on every social media network is not the best tactic. Be selective. Find out where your ideal customer hangs out and stick to those platforms first. Strengthen your game on one platform and build your fan base (and confidence) before putting more energy into another platform. You really don’t need to do it all at once; focus on the platform which is going to offer you the best sales conversion rate.

Step 3 – Get clear on your message

 

                                          

Now your target parent is defined, it’s time to get clear on the message you are trying to communicate with them. You may be thinking that every piece of content needs a new message, but the key to attracting buyers is having a super clear and consistent message which you can express through everything you do. Get clear on what this is. What do you want to say about yourself? Perhaps you want people to know that you are ‘the industry’s leading skincare brand’? Perhaps you want people to know ‘you sell kids shoes which adapt and grow with their feet’?

Your job as a digital content creator is to work out how to communicate these statements without using those exact phrases every single time you post. For example:

  • publish content which shows your expertise in an area
  • share customer reviews/photos which rave about you
  • blog about how your products work
  • share other people’s content and build your authority by association

These all help to communicate your ‘core message’.

Step 4 – Put your parent hat on

While every parent is different, there’s much we have in common when it comes to functioning post-baby! We’re squeezed for time, endlessly juggling tasks, and extra hard on ourselves while we’re at it. Keep your content concise, well structured, and give your followers want they want and need. Digestible content is key. Think subheadings, bullet points, quotes, images – make it easy for skimmers who only soak up their content on the loo or waiting at the school gates!

Step 5 – Keep things unique & authentic

If you want to uncover what it is that makes content truly lovable, look at your own digital content consumption. What is it that makes you ‘like’, ‘love’, or ‘lol’? You’ll likely find it’s content that resonates for it’s authenticity. Content that exudes truth, whether it’s coming from a business or an individual. Next time you’re writing a blog post or collating links for your Facebook page, think like your customer while staying true to your values.

By all means, get inspired by your social crushes, but remember your brand is not their brand. Keep focused on how you are unique and add your own spin. Working with someone else to create your content? Ensure authenticity by making sure they know exactly who you are as a business and what makes you different.

Step 6 – Brainstorm!

Once you know what you need to say, it’s time to get creative and come up with the ideas you are later going to produce. Start by thinking on broad topics (like parenting) and then get more detailed on what exactly you could cover to match your brand.

Let’s say, you sell teething accessories. Your broad topics might be: ‘teething’, ‘mother & baby fashion’, ‘first year’. Then you can break these down into more detailed topics like: natural teething remedies, unusual teething solutions, signs of a teething baby, funny teething stories, how to cope with a teething baby, best matching mother & baby outfits, baby safe jewellery ideas… the list goes on!

Step 7 – Think like a pro

Finally, if you want to help your business stand out from the crowd, think like a professional marketer and pay attention to detail. Stop and proofread before your press publish. Read back over your social media posts once they’ve gone live (and edit or re-post if you notice typos or resolution issues). Swat up on the areas you’re struggling with (hopefully this post was a good start!) or hire a content writer who can use their years of expertise to lift your content faster and more effectively than you can.