if your social media marketing isn't
working as well as you want right now
i've got good news it's not your fault
it's just that there have been a lot of
changes recently and a lot of the advice
that's being passed around about how to
grow an audience connect with customers
and clients and a whole bunch of other
tips on how to use social media to grow
your business is just well wrong it's
bad advice empty calories click bait
titles designed to help the creator but
not you the business owner entrepreneur
or marketer the problem is though that
some of the tips out there look good
sound good maybe even taste good going
down but at the end of the day the kind
of shallow advice to just post more or
create viral content doesn't do you any
good if it's not based on a solid
foundation of proven social media
marketing principles that's why today
i'm going to share with you some of my
best and most proven social media
marketing tips and tricks and tactics
and the strategies behind them that
allows them to work so well also a big
thank you to the sponsor of today's
video hubspot but more on that later for
now let me walk you through how to
create a strategic social sequence so
you can make sure you're doing the right
things in the right place for the right
people the mistake and the way that most
businesses approach social media is like
this they first hear about a new social
media platform or channel that's taking
over the world and how they have to hop
on it quickly or they risk losing market
share being left behind the platform or
channel here we call media then they try
to figure out what they're gonna say or
what kind of content they're gonna
create this part of the equation is the
message and then usually they completely
ignore this last step which is figuring
out whether their market their customers
the audience that they're actually
trying to reach is even active or
present on the platform in the first
place the people they want to reach here
are the market but this is a recipe for
disaster showing up in a new land or in
this case new platform looking for gold
only to realize later that not only are
you unarmed and ill-equipped to deal
with the challenges and customs and
culture of this new place but worst of
all shouldn't even be there at all in
other words it ain't got no gold the
people that you're trying to reach
aren't even there and so content is made
and presented to an audience that is
either not there or doesn't care and so
starts a death spiral of social media
training an algorithm that nobody wants
to see your stuff which causes the
future content you make to perform even
worse which further trains the algorithm
to further hide your stuff and on and on
it goes until frustration exhaustion or
defeat finally settle in it's not pretty
but it's completely avoidable by simply
reversing the process instead of
starting with media then message then
mark it just flip it around your odds of
success go up five maybe even 10 times
for example step one is to identify your
ideal target market and the people that
you want to reach what are their
demographic details like their age and
gender and income and occupation are
their geographic details like what city
or state or province or country do they
live in and if you're feeling fancy
their psychographic details like their
attitudes and values and beliefs and
lifestyles once the market is identified
then figure out the message and what
kind of content you're going to create
the way that i do this is by identifying
what i call their miracles and their
miseries their miracles are all of their
wants and hopes and dreams and desires
all the things that i can create content
on to help them move towards and achieve
and their miseries are all of their
pains and problems and fears and
frustrations all things that i can
create content on to help them move away
from and avoid then and only then do you
look at media because once you've got
all the info on your market it's pretty
straightforward to just look at the
different social media platforms and
start connecting the dots matching up
your ideal customers with the social
media platforms most likely to be used
by them for example broadly speaking if
your market is age 35 and up use
facebook under 35 use instagram b2b or
business to business use linkedin mostly
female use pinterest tech news or
software use twitter and to reach
everyone and anyone use youtube but
these are just examples so make sure to
really dive deep into your market before
selecting a primary platform for you and
your business all right next i'm going
to walk you through the most important
kind of content you need to be making
right now and how to do it right if
you're not getting the results that you
were hoping for from your social media
it could just be that you're not making
this kind of content and not staying up
to date on the latest and most important
trends so let me tell you about an
amazing free resource that you can use
to make sure that you never get caught
off guard or feel left behind again my
friends at hubspot have published an
entire 2022 social media trends report
that gives you a behind-the-scenes look
at how you can use social media to get
results in today's hyper competitive and
accelerated age with customers that want
more personalized content and faster
service and better experiences and they
want it all now the reports packed with
over 70 quotes from industry leaders on
what has worked for them in social media
and covers things like how tick tock is
going to take over social media leaving
other platforms to adapt something we're
already seeing and i'm going to be
talking about in just a minute it gives
you tips on why brand inclusivity will
be brand critical and even breaks down
how metaverses will be the next consumer
connection so if you're still trying to
wrap your head around what the term
metaverse even means you definitely want
to download this free report essentially
the report contains everything you need
to know for a successful social media
strategy in 2022 based on new data and
expert interviews and all perfectly
packed up in an easy to read report with
a list of the top trends for the years
to come so make sure to download your
free copy by clicking the link in the
descriptions below right after this
video and with that said let's move on
to the next tip now which is all about
the most important kind of content you
need to be creating on social media
right now here's the cold hard truth the
future of social media is video and
almost every single social media
platform out there is continuing to make
prioritizing video their main and
primary objective from the obvious
players like youtube and tick talk to
the less obvious ones like instagram and
facebook and linkedin video is taking up
more and more of the news feed it's not
slowing down anytime soon and this
change is frustrating a lot of people
people that don't want to make video and
people who are feeling the pain of
watching things change right in front of
their eyes yep there go all the text and
pictures
in fact a lot of business owner and
entrepreneur and even marketer behavior
right now looks a lot like going through
the five stages of grief denial anger
bargaining depression and finally
acceptance first denial thinking that
video just isn't that important i'll
just keep posting text and images that's
always worked before then anger
wondering why aren't my texts and images
getting any reach or engagement stupid
algorithm hates me then bargaining
thinking that maybe i can just find a
new way to make more interesting text
and image posts maybe i need more emojis
or maybe more memes then depression
which kicks in with the realization that
this just isn't working social media
sucks and i hate everything and finally
acceptance admitting that hey maybe adam
was right i guess it's finally time to
hop on the video train to profit town
the fact is with most of the social
media accounts that i take a look at on
a daily basis if they're feeling stuck
or frustrated or like they're getting
left behind and not getting the reach
and engagement that they used to it's
usually because they're not making
enough video or not making it at all but
telling you to just go out there and
make more video isn't that helpful so
next let me give you a social media
video plan to help you get started a
little faster and a little easier when
it comes to creating video for social
media i wish it was just as easy as
picking up your camera or your phone and
hitting record making a few quick clips
and start immediately caching checks but
i'm afraid it doesn't work that way you
need a plan a strategy and some tips and
tools to help you build some momentum
and get some quick wins under your belt
so you can start to see just how
powerful and profitable creating video
for social media can be when you do it
right so let's start with the easy stuff
the kind of things that you can do right
now right here today and we can grow
from there no need to jump off a cliff
on your very first try let's start
smaller and build some confidence and we
can always make more later and the best
way to do that is with the story but
first let's rewind in time just a few
minutes when i first talked to you about
the strategic social sequence and making
sure that you were choosing the right
social media platform based on your
markets behavior rather than whatever
new platform everybody is screaming at
you that you just have to check out
instead of starting with media then
message then mark it just flip it around
your odds of success go up five maybe
even 10 times ah those were good times
weren't they you see a little known fact
and a bit of a secret weapon of mine is
that when it comes to marketing i'm
actually a bit of a slow adopter sure i
might download and poke around with a
new social media app when it first comes
out in order to test out whether it's
worth keeping an eye on or not but it's
only after it's proven itself to the
market that i actually dedicate any time
or money or energy into mastering the
platform now the good news is you
already have some proven winners right
there in front of you and available to
pretty much everybody with billions and
billions of users what this means is
regardless of what business or market or
industry you're in you're probably going
to be able to find the vast majority of
your market on facebook on instagram on
linkedin or on youtube and for phase one
of your social media video plan you do
want to focus on stories which means
choosing a platform that actually has
stories that was deep stories are short
vertical videos filmed on your phone and
uploaded directly to the social media
platforms the big players here are
facebook and instagram with their
stories and youtube also has stories but
they're not available in everyone's
account just yet linkedin used to have
stories but tested them out and shut
them down pretty quickly and twitter
discontinued their stories quite a while
ago as well which they called fleets so
my advice here is clearly to start with
either facebook or instagram and
prioritize whichever platform you think
is the best fit for your market and
here's what you're looking for with your
story a short 15 second video clip with
you offering a raw and uncut version of
something anything that your audience
might be interested in if you're stumped
and not sure what kind of content to
create then rewind this video again to
where i was talking about message and
specifically your audience's miracles
and miseries
their miracles are all of their wants
and hopes and dreams and desires all the
things that i can create content on to
help them move towards and achieve ah
those were good times weren't they then
once you feel comfortable with that it's
time to move on to longer short form
content on instagram and facebook these
are called reels on youtube shorts the
length of a reel or a short is gonna
vary depending on the latest platform
updates and whatever length they're
playing around with but it's typically
around a minute though if what tick tock
is doing is any indication of where
things are going we can pretty much
expect these to get a whole lot longer
probably pretty soon i want you to try
to think of a real or a short as a
longer story or a shorter long form
video whichever works best for you for
more context if it takes you say 15
seconds to record a story and i don't
know three four five hours to record a
longer form video and get it edited and
polished up well a short or a real might
take you around one to two hours in
order to record and to edit and to add
some captions and to upload sometimes
more sometimes less depending on the
quality that you want to put into it so
creating reels and shorts certainly
isn't fast and it does require some
thought and maybe even some editing but
they are that next step in getting you
more involved in the video game without
having to go full hog into the long form
videos full hog i don't even think i've
ever heard that before not to mention
this kind of longer form vertical video
around a minute or so tends to be
working pretty much everywhere this
means if you can record that video on
your phone or on your camera make all
your edits there well it then gives you
the ability to upload it natively and
manually to a bunch of different
platforms including facebook and
instagram youtube and tech talk as an
example of this and to show you what
kind of results you might look to expect
across different platforms here's a
video that i recorded on my camera then
had it edited and then uploaded it to
instagram to youtube and to tiktok and
it's interesting to see at least to me
as a marketing geek the difference in
performance of the exact same content
across different channels just based on
their algorithm how the audience is
going to interact and engage with it on
youtube where i'm clearly the most
active and the most engaged well i
managed to only get a few thousand views
not terrible but nothing compared to
what was about to come on instagram i've
got a few thousand as well and the view
count seemed to match the number of
subscribers or followers that i had but
on tick tock well that puppy did not
disappoint raked in tens of thousands of
views all while at the time i had i
don't know 20 30 subscribers followers
people hanging around but this brings up
an incredibly important point in that
not all views are created equal you see
each social media channel or platform or
network has its own culture and its own
content preferences and consumption
style plus a quick 30 second or 60
second video is simply never going to be
able to deliver the same amount of
authority and trust and relationship as
longer form content which means that
sooner than later you want to be moving
into this third and final phase of the
video plan which would be to create
longer form videos and naturally there's
no better place to do this than on
youtube if i had to put all of my money
onto a single social media platform and
bet the future of the world on it i'd be
a big bet well there'd be no question
have to be youtube aside from being
owned by google and being the leader
certainly in long form video it's also
the platform that allows you to build
the deepest connection and the most
amount of trust and engagement with your
audience but if this whole getting
started with video thing is completely
new to you don't worry i'm willing to
give you a pass you can start slow and
build your way up from then just don't
sleep on this for too long but because i
know that youtube and longer form video
is a long game i want to give you a few
quick hits and hacks and tricks and
things that you can use to get results
right now and that's why i've got a
video linked up right here that's going
to give you five of my best digital
marketing hacks that are working
incredibly well right now so make sure
to check it out and i'll see in the next
video and now expect immediate and
instant gratification and the exact same
thing applies to your customers and to
your visitors in fact google did some
research on this and they found that the
odds of somebody clicking the back
button and leaving your site immediately
went up by 32 percent when the page load
time increased from just one to three
seconds