Visual Storytelling: Business Marketing with Instagram

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This Old New Business Podcast with Jeff Korhan

This is Episode 19 of This Old New Business weekly business podcast with Jeff Korhan.

If you have been wondering why Instagram has become one of the top social media channels the last couple of years — but more important — how you can use it to market your business, then you will want to listen to this episode.

Sue B. Zimmerman kicks everything off by explaining why a strategic approach to Instagram is absolutely essential. Then we dive into the specific steps you can follow for putting that into practice, with all of it anchored to Sue’s proven and memorable CLEEP formula.

Our Featured Guest: Sue B. Zimmerman

Visual Storytelling: Business Marketing with InstagramSue B. Zimmerman, otherwise known as the #InstagramGal and #TheInstagramExpert is a master at Instagram for Business. She teaches entrepreneurs, business executives, and marketing professionals how to leverage the power of Instagram for business marketing. Sue B. is the author of Instagram Basics for Your Business, a speaker, business coach, and the founder of Sue B. Do and a number of other businesses.

Permanently Profile Your Best Content

Sue B., as she likes to be known, naturally embraced Instagram for business marketing when she recognized its capabilities for personalizing any business. Having enjoyed success with a scrapbook business, she realized Instagram is ideal for visual storytelling

There are other social media platforms for business stortelling, such as LinkedIn Publisher. Unlike Facebook, Twitter, and other social media channels, the LinkedIn and Instagram platforms offer the unique advantage of permanently profiling your best content, to the extent the platforms do not substantially change.

Use CLEEP to Get More Peeps

In addition to providing valuable tips and tools for creating attention grabbing photos, Sue B. shared her CLEEP formula for attracting and engaging more Instagram followers to your business.

Instagram is searchable, with hashtags being vitally important for categorizing your images so that they can be found. Use Tagboard.com to research hashtags and create your own unique hashtags for building your Instagram community.

Categories – Sue suggests starting with broad categories and then niching down. In an earlier espisode of This Old New Business Mike Rorie discussed how the most successful landscape companies build repeatable income by focusing on a landscape business niche. For example, commercial landscaping is a niche, but within it are shopping centers and other even narrower niches.

Important Tip: Your hashtags are most valuable in the comments of your posts, so make it a habit of commenting on your posts and adding hashtags there.

Locations – Location is a powerful category for virtually every small business. The trick is to combine location with your brand or product and service names.

The idea with all of these hashtags is building a community around your brand by attracting a portion of the community that is interested in and supportive of the value your business provides.

Emotions – The power of social media in general, but especially visual storytelling, is triggering excitement and other emotions that encourage favorable buying behaviors.

As with any other form of content marketing, being strategic with your Instagram posting is vital. Remember, more is not a content marketing strategy.  Start by asking what you want your customer to feel about your business.

Events – Events are excellent opportunities for creating visual content that is then curated on Instagram with appropriate hastags. If those events are recurring, then your business is progressively creating greater alignment with like-minded people.

Naturally, there are major events such as Social Media Marketing Worlds 2015. (Come join us!) It’s the world’s largest social media event. However, an event of any size is relevant, and worthy of it’s own unique hashtag that honors everyone involved. It’s all about community.

Products – It should go without saying that you ideally want to build communities of people that are fans of your products. When you create unique hashtags for your products you create an online community hub for that product for sharing ideas, solving problems, and growing your business.

All of this probably sounds like a lot of work, and it is. However, once you develop your strategy and learn the practices and tools for implementing it, you’ll soon discover how powerful Instagram is for building communities of fans that want more of what your business offers.

Check out the Key Take-Aways below for more tools and training options for taking your Instagram marketing to the next level.

Visual Storytelling: Business Marketing with Instagram

How is your business marketing with Instagram?

Lighting Round Tips and Advice

Sue’s Top Sales or Marketing Advice – Offer free 15 minute consultations or use some other means to offer value that allows for sampling of your expertise. Then monetize that relationship.

Her Favorite Productivity Tip – Use Trello for managing your notes and workflow. Also, if you have been challenged with learning Evernote, subscribe to Steve Dotto’s YouTube channel. Here’s his video Introduction to Evernote.

A Quote that has Inspired Sue’s Success – Good things come to those who work their asses off and never give up.

Visual Storytelling: Business Marketing with Instagram

 

Key Take-Aways

  • Check out WordSwag – a cool 3rd party app for creating graphics for Instagram.
  • If you are an active Instagram user or manage multiple accounts ScheduGram is a paid tool for scheduling your Instagram images.
  • Follow Sue B on YouTube and get free access to lots of Instagram tutorials, including The 3 Things You Should Do When You Take an Instagram Photo.
  • Consider joining Sue B’s InstaResults Facebook Group.
  • If you would like to take your Instgram to the next level, check out Sue’s Insta-Results Course.
  • Use Tagboard.com to research hashtags and create your own unique hashtag to build your Instagram community.
  • Use the free Iconosquare site to analyze your Instagram metrics.
  • Grab your free copy of 7 Things Not to Do on Instagram at SueBZimmerman.com
  • Take Sue’s challenge: Take a screenshot from any graphic on this page, post it to Instagram and tag Sue B Zimmerman or The Instagram Expert and Jeff Korhan (me!) and we’ll both respond and engage with you!

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Help us Spread the Word

Let your Twitter followers know about this podcast with this ready-made tweet.

If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes or Stitcher to leave a rating, write a review, or subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

Content Marketing Tools: How to Get Relevant Website Traffic

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This Old New Business Podcast with Jeff Korhan

This is Episode 18 of This Old New Business weekly business podcast with Jeff Korhan.

Ian Cleary is best known as “the tools guy,” especially as it relates to content marketing and social media.

You’ll find this conversational episode to be an easy listen, especially if you are fond of the Irish accent.

The links to all of the tools will be listed in the show notes below, so just site back and learn as Ian reveals his go-to content marketing tools, and more important, his strategy for using them well to accomplish practical marketing objectives.

Our Featured Guest: Ian Cleary

Content Marketing Tools: How to Get Relevant Website TrafficIan Cleary is the founder of RazorSocial, which helps companies become more productive and get results with content marketing and social media through the use of technology. He is a speaker, award-winning blogger, and a regular contributor to sites such as Social Media Examiner, The Huffington Post, and VentureBeat.

Start with Strategy

It is refreshing to learn that Ian starts with strategy as the foundation of his content marketing plan. Using tools such as Google Analytics, Google Keyword Planner, and Edit Flow, he carefully studies the web to determine what is the most relevant content for his community

These are not fancy tools, but are nevertheless vital to Ian’s daily content marketing workflow routine. One can usually trust tools and appplications from Google. However, Ian suggests being careful to learn the reputation of tool and app developers before committing to their use.

Invest Time to Learn

Choosing the best content marketing tools requires patience for learning how they work, as opposed to simply jumping in to give them a test drive. For example, Ian recently completed a detailed analyis of Hootsuite, a popular social sharing and scheduling tool.

The key to getting the most out of technology is a thorough understanding of what’s possible. Naturally, technology changes. This is why it’s important to update or freshen your content as Ian did with this article for using Hootsuite more effectively.

Set Goals and Test, Test, Test

Ian receives many inquires about tools that can best optimize content for search. Here’s his definition of SEO: Help Google find relevant content so it can properly index it for those searching for it. Thus, SEO is not necessary about traffic, but earning relevant traffic with trusted content.

Google determines what is relevant from keywords and backlinks, and you’ll find several tools in the Key Take-Aways below to help with that. The next step is simply to create quality content that is detailed, unique, and therefore, capable of earning links from other relevant sites.

Tools and technology are just a means for simplifying and helping us test what should come naturally – helping our community.

How is your business using content marketing tools and technology to accomplish its business objectives?

Lighting Round Tips and Advice

Ian’s Top Sales or Marketing Advice – Use webinars to introduce your valuable content and then convert interest into paying customers.

His Favorite Productivity Tip – Use SaneBox to regain control of your inbox. It learns to only put priority emails into your inbox, with everything that can wait going to the SaneLater folder. later.

A Quote that has Inspired Ian’s Success – “Man cannot discover new oceans unless he has the courage to lose sight of the shore.” by Andre Gidé

Key Take-Aways

  • Strategy is the logical starting point for any aspect of marketing, including the selection and use of content marketing tools
  • Google Analytics – Free tool for learning more how your content is accomplishing its objectives.
  • Google Keyword Planner – Free tool for determining the content your audience wants to learn more about.
  • Edit Flow WordPress Plugin – More than a WordPress editorial calendar. Use it for team collaboration.
  • BuzzSumo – Handy tool for discovering the popular content on your site and others. Use the backlinks tools to connect with influencers.
  • Ahrefs – Analyze the source of valuable backlink sources to improves your SEO.
  • Hootsuite – Well known tool for social media sharing. Learn how to get more from it from Ian’s recent article.
  • BufferApp – Publish content with a click to be scheduled for peak periods for reaching your ideal audience
  • Feedly – Content curation tool for subscribing to blogs and sharing to social media and additional applications for consumption and curation.
  • Yoast SEO – Powerful free WordPress plugin for optimizing your content for search.
  • Dlvr.it – Handy for automatically publishing content to every major social media channel.
  • Zapier – Easy to use tool for connecting and automating web apps for accomplishing tedious tasks.
  • Brand24.net – Social media brand monitoring and analytics.
  • Talkwalker Alerts – Described as the best free alternative to Google Alerts. Use it to monitor your personal and professional brands online, as well as anything else that matters.
  • Learn more about Ian at RazorSocial and connect with him on Twitter at @iancleary

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Help us Spread the Word

Let your Twitter followers know about this podcast with this ready-made tweet.

If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes or Stitcher to leave a rating, write a review, or subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

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