Start by answering this one question...

"What are the stories only you can tell?"

Anyone who's in business has competition. It's unavoidable. And so we need to find ways to create separation. This week I'm sharing a 3 step exercise to get you thinking about marketing in a whole new way.

#1 - I want you to identify 5-10 of your competitors. Make a list.

Now, I want you to think about what makes you different from all of those places. It can be something as simple as location (no one else has your address)... people (your chef doesn't work for your competition, right?)... decor (how is your vibe different from the other places)... menu (signature dishes)... and so on.

#2 - List 5 things that set you apart from your competition.

Marketing is all about telling stories, and so these "points of differentiation" now become the stories only you can tell. Got a Signature Burger on the menu? Feature it prominently on your various media channels. Does your chef have an interesting story? (And I assure you, they do!) Put that story front and center. Take some photos, sit down for a quick interview, and then share that story with your guests. 

#3 - I want you to brainstorm 3 different ways you can communicate each of those 5 "points of differentiation."

For example... the Signature Burger can be featured on Instagram with a photo and then a caption sharing the ingredients. Then we can do a quick video where the chef is cooking the burger, plating it up, and all the while telling us the inspiration for the dish. Finally, maybe you share the recipe with your fans either through a blog or an e-mail... ("How to make the Signature Burger Blend at home this summer!") 

PLEASE NOTE: Not once did I mention quality because "better" is subjective. It's far more productive to focus on irrefutable details and facts. Plus it's a more generous place to operate from... 

"All those other places are terrific, but if you want our Signature Burger, there's only one place in the world to get it."

That's an argument no one can refute. 

Chip Klose
The Death of Organic Reach

All of us in Digital Marketing have been watching as organic reach has become less and less reliable. The experts have been warning us for years, and personally I started noticing a big difference about 8 months ago. Facebook (and to a lesser degree, Instagram) continues to change their algorithm in an effort to #1 - to maximize ad revenue... and #2 - to make sure people are seeing the kind of content they want to see. 

Of course, for social media managers, this has become a real problem.

So how do you solve the problem? The solution in 5 easy steps:

  1. Acknowledge the reality of the situation. Your posts will never again achieve the kind of organic reach that they once did. Those days are over. 
  2. Choose to either continue despite poor results, or commit to changing how you approach advertising on social media. 
  3. If you decide to make a change, then Congrats! Decide on a budget... no matter how big or small, just decide on a number and commit to spending that each and every month. 
  4. Put your money into 3 buckets... Cold, Warm, and Hot. 
  5. Your COLD BUDGET(40%) should be used to boost high-performing posts... show your content to people in your area who do NOT follow you... these are people you'll be introducing yourself to. Your WARM BUDGET (40%) is an advertisement that's targeted towards fans, followers, or people who have watched your content in the past... they are engaged, but not yet buyers. Your HOT BUDGET (just 20%) should be where you retarget to capture people who made it all the way to the checkout counter, but then decided not to buy... perhaps they made it to the reservation page, but then canceled out... or dropped a box of chocolates in their shopping cart, but then changed their mind. 

** Become familiar with the Facebook Pixel... there's a learning curve to it, but once you understand how it works you'll begin to see all kinds of opportunities. **

Chip Klose
If a Picture's Worth a Thousand Words...

...then what's the price of video?

iPhone-Camera-Grid-Photography.jpg

The experts have weighed in, and the results are unanimous... On social media VIDEO outperforms all other posts by nearly 3-to-1. (No debate required.) I've certainly noticed the trend with my own clients and so if you've been waiting for your invitation, then this is it!

In the past, of course, producing video content was both expensive and time consuming. But not anymore. You do not need a big budget to make a big impact. To get you started, I'm giving you three easy ways to start incorporating VIDEO into your digital marketing strategy. 

HYPERLAPSE

Download the app and make time-lapse videos to engage with your audience. Maybe you've got a new sundae going onto the menu... Go back to the kitchen, open the app, and shoot one of the cooks building the dish. Your two minutes of footage gets sped up to twenty seconds, and the results are both entertaining and mouthwatering. You're giving your audience a behind the scenes look at what you do, plus showing off what you do best. 

CLICK HERE to see an Hyperlapse in action!

BOOMERANG

Download the app and record short 5-second videos that play forward and backward... forward and backward... until the end of time. Sure, it's a little silly, but they get views. Find interesting things to shoot and you'll be providing your audience with a little entertainment to break up their day. 

CLICK HERE to see how engaging Boomerang can be!

FACEBOOK LIVE

Got a new promotion coming up? A deal, a discount, or maybe a special new item is getting added to the menu? Go LIVE and tell the world about it. Keep it short -- maybe 5 or 10 min your first time out -- and just let your personality come through. Tell them WHAT is happening... WHEN it's happening... WHY you made the decision... and HOW they can get it. 

In the coming weeks I'll go into all of this in more depth, but for now that's a little something to get you started. Remember, you don't need special equipment or expensive software... just a couple of eager, able bodies willing to lend a hand (or hold a smartphone).

If you've got questions, the easiest way is to find me on Twitter or Instagram