I am very excited to share some insight into the social, digital and tech
world over the next year. I really want to dive into what trends I see in
marketing and how to continue to properly tell your story in a noisy, social and
quickly changing world. I am 100% focused on delivering real value and ideas
that you can implement in your own business. In this first post, I analyzed a
few small businesses and the content they are posting on social networks.
The guys over at Lethal Performance are doing a pretty great job on
Instagram. Their jabs are perfect for the platform, giving viewers what they
want, and looking good doing it. The problem here is that they're not acting on
their own results. Due to certain limitations (e.g., not allowing hyperlinks in
image descriptions), Instagram really is best suited to be a platform almost
exclusively for Jabs. If you're going to Right Hook and go in for the ask, you
can't do it without presenting a clear path to purchase, and you just can't do
that without a link. So then why, Lethal Performance buddies, are you posting
stuff like the image above?
First off, the creative honestly looks more suited to a quarter-page ad in a
local newspaper than whizzing by on your phone's Instagram feed at the speed of
the stream. There is way too much text there to make a clear impression on a
consumer in time to catch them and keep them engaged. Then, coming back to my
original point, let's say someone sees this and does want to buy. What then?
There is no link for them to do so. Now if you wanted to get a little fancy, you
could do something like saying "Link in my bio" and then place the product link
in the only place on Instagram that allows outgoing links, the account bio, but
that's not an approach that works in all situations.
I can't actually describe how much I love how Horsefeathers Gifts handles
their Facebook account. Their feed basically acts as a laundry list of "things
every brand should be doing on Facebook." The voice and the content both give
you a clear idea of their personality, the creative is an almost perfect mix of
product shots, quotes, and candid photos, and the Right Hooks are short, have
clear CTAs and even contain things like coupon codes. I can't stress this
enough. If you run a small retail operation, and you're not quite sure what the
right move is, bookmark this page and refer to it for inspiration. It's that
Remember how I said that you should bookmark Horsefeathers Gifts as a
reference for Facebook inspiration? Well, the same goes for Tender Green's
Instagram account. These photos are absolutely insane. It's not likely that a
business of this size can afford a professional food photographer, so tons of
kudos to whoever is taking these shots. To be honest, I'm kind of shocked that
they have as few fans as they do, but that may have to do with the way they're
handling their hashtags.
Hashtags are the most powerful discovery tool that Instagrammers have at
their disposal, but there are still so many users who look at it as a way to try
and establish their branding. Using #tendergreens might be a nice thing to train
your users to do when they're happily Instagramming the food they've ordered,
but it's not going to get you many new users. Instead, you should be looking at
the obnoxiously huge world of food-related hashtags and using TONS of them on
each post, in order to maximize the number of feeds your shot shows up in.
With that in mind, I want you all to check out www.statigram.com and search
for a few terms that are related to your field. In this case, we can go with
"#instafood" and immediately see dozens of related hashtags across millions of
photos. Find some you like and add them as a comment to a few of your photos.
More people using the hashtag — more people clicking the hashtag — more people
potentially seeing your photo.
Bestselling author and entrepreneur Gary Vaynerchuk began his career in his family’s business,Shopper’s Discount Liquors. He soon rebranded the store as Wine Library, launching a retail website and boosting its revenue from $4 million to $60 million. In 2006, Vaynerchuk launched Wine Library TV, a daily video blog about wine. With the tagline “changing the wine world,” the show offers an unpretentious approach to a historically stuffy subject. As the audience grew and word spread of his informal and unorthodox approach to wine, Gary made numerous national television appearances and landed a book deal. Follow @GaryVee on Twitter.