Today's Guide to the Marketing Jungle from Social Media Examiner...
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It’s Muddy Day, Reader! Get your hands in, get your bare feet in–get into some good clean fun!
In today’s edition:
Want to reach more of the right people on social? Wondering how to be sure your organic posts reach your target audience instead of a broad audience?
6 Tips to Make Sure You Reach the Right People
Account Management
Post Strategy
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Mention your target audience descriptors explicitly in posts.
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Stay focused on the core pillars aligned with your brand and business.
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Develop custom hashtag sets specific to your industry niche, themes, and individual post topics.
Profile Optimization
This structured approach ensures maximum visibility while maintaining authentic engagement with your target audience.
Today's tip was inspired by Allie Mason, a featured speaker at Social Media Marketing World.
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Anticipation Marketing: A Proven Strategy for Your Next Launch
Are you tired of feeling like you're constantly chasing customers? Wondering how to get people lining up to buy from you instead?
Marketers face many challenges, not the least of which is building genuine interest and demand for products and services without being perceived as too pushy and running flash sales.
Launch strategist Brenna McGowan has developed a powerful solution to this dilemma: anticipation marketing.
While this framework is presented in five weeks for clarity, the posts don't need to be consumed linearly. The key is ensuring all elements are present in your prelaunch period before you offer your product or service.
This timeline might seem long to some marketers, but you're already creating stuff – this framework simply makes it that much more strategic and purposeful.
If you typically post three times per week, you can structure those posts to align with whichever phase of the anticipation framework you're in.
Making this a sustainable and manageable strategy, even for busy business owners.
Pro Tip: McGowan developed an AI-powered launch calendar tool that helps create customized launch plans based on these principles.
About Content Development and Distribution
Anticipation marketing stories can be delivered through various channels. The goal is to create multiple touchpoints that reinforce your message while accommodating different consumption preferences.
For example, a single story might be:
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Shared as a complete narrative in an email
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Broken down into a series of social posts
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Discussed in detail on a podcast episode
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Expanded into a blog post with additional context
Just be sure you maintain consistency in the core message while adapting the delivery method to suit each channel.
Week 1: Tell Stories That Help Your Audience Identify With You
The first period focuses entirely on strategic storytelling. The stories you tell must be intentionally framed through the lens of your offer and your audience's needs.
First, you need to identify at least three distinct reasons why you do what you do, then use them to form the basis for different story angles.
Brenna's first story angle focuses on her desire for flexibility that allows her to be present for her children. Another centers on her quest to find authentic sales methods that don't rely on pressure tactics. A third revolves around her mission to help others make their content more profitable. Each angle resonates with different audience segments while supporting her overall message.
Week 2: Address Pain Points
The second period is dedicated to demonstrating a deep understanding of your audience's challenges--without providing a solution. This approach might feel counterintuitive, especially for those trained to provide immediate value, but it works.
The goal during this phase is twofold: making prospects feel truly seen and understood while reminding them of the cost of not addressing their challenges. This reminder isn't about creating artificial pressure but rather about helping people recognize the impact of their current situation.
Susan Reoch, a UX copywriter, works with website copywriters who handle large-scale projects. She could easily fall into the trap of immediately offering solutions for managing complex projects. Instead, she shares stories about the overwhelming feeling of staring at a blank page while juggling client expectations, research requirements, and presentation preparation.
Week 3: Challenge Myths and Misconceptions
The third period addresses common misconceptions that prevent potential clients from taking action. Myths are often deeply held beliefs based on personal experiences or industry assumptions that may no longer serve people well.
Julie Cabezas, who works with high-ticket service providers, discovered that many potential clients believed charging premium prices would make them appear greedy.
Rather than directly confronting this belief, she shares personal stories about her journey to becoming a high-ticket mentor, demonstrating how premium pricing often leads to better client results and more sustainable businesses.
Week 4: Address Objections
The fourth period tackles objections, which often run deeper than surface-level concerns about time or money.
For example, she had yet to sign up for TSA PreCheck despite knowing the cost was minimal and it would save her time. Even when faced with a long security line that could make her miss her flight, she hesitated when offered a chance to skip ahead by stepping out of line to sign up for Clear.
Her objection, in that moment, wasn't about money. It was seated in a worry that she would leave the line and possibly have to return to it and start her wait all over again. She didn't trust Clear's rep's promise to get her through the line.
Emily Reagan, who teaches digital marketing for PR, has to address an objection shared by many of her potential customers: "Will I get enough clients by taking the course?" Her posts must demonstrate that clients are available and that her students attract them effectively.
Week 5: Paint the Transformation
The final seven days focuses on helping prospects envision their future after working with you or using your product. To do this, you need to activate three critical belief components for your customers:
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Belief in you or your brand as the right solution provider
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Belief in your specific solution as the right option
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Belief in themselves and their ability to achieve the promised results
Today's advice is provided with insights from Brenna McGowan, a featured guest on the Social Media Marketing Podcast.
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Giphy Trends Forecast: Verbose language is rising, with searches for complex words like "lugubriousness" (+850%) and "pulchritudinous" (+446%) replacing abbreviations. Group chat terminology shows significant growth, with terms like "gm chat" (+52%) and "hey chat" (+65%) gaining popularity. Traditional millennial slang is declining, while Gen Z terms like "ijbol" (+13%) and "skibidi" (+112%) are increasing. Animal content saw massive growth, particularly "smoking duck" (+5394%) and "moo deng" (+98588%). Early 2000s nostalgia is trending upward, with increased searches for "hopecore" (+456%), "digital camera" (+71%), and "flash game" (+74%). The gif channel processes one billion daily searches, reaching approximately 25% of the global population. Source: Giphy via Medium
Grok Features Updates: Recent updates include improved X and web search responses that contain reference links and citations, enhanced image generation capabilities, and added a redesigned Grok button on X posts for in-stream context. Additionally, the chatbot now has access to X's real time information. X is also testing voice query functionality for Grok, which is similar to Meta AI's capabilities in Ray-Ban Meta glasses. Source: Social Media Today
Instagram AI-Powered Video Editing: The newly announced feature will enable comprehensive video modifications through simple text prompts. In demonstration clips, the AI technology showed capabilities ranging from dramatic alterations like changing Mosseri's appearance into a felt puppet to subtle modifications such as adding accessories or adjusting background elements. Source: The Verge
Larger LinkedIn Feed Video Design: Users may see a new design emphasizing video in their feeds. Source: LinkedIn
Meta's Ad Revenue: Instagram is projected to generate half of Meta's US advertising revenue, according to research firm Emarketer. Instagram generated $32.4 billion globally in 2021, representing 27% of Meta's total sales, with that share increasing to nearly 30% of global business by early 2022. Emarketer forecasts Instagram's US advertising revenue will exceed $32 billion in 2025, marking a 24% increase from current figures, with IG serving over 148 million American users. Source: Bloomberg
Scheduled Threads Posts Test: The platform announced it will soon begin testing scheduled posts. Replies will not be eligible for scheduling. Source: Mosseri via Threads
Threads Sharing Feature: is introducing a new feature that allows users to reshare photos and videos from other posts while maintaining attribution to the original creator. Users can access this feature by long-pressing on a photo or video, or tapping the repost icon, then selecting "use media" to create their unique post. Source: Mosseri via Threads
US Supreme Court on TikTok Ban: SCOTUS will hear arguments on the matter on Jan. 10. Source: Reuters
YouTube Studio Video Settings: YT is testing three variations of an improved video settings screen across Studio mobile and the main app. The first shows visibility and audience options in a dropdown menu, the second consolidates options into groups, and the third combines both approaches. This experiment is currently limited to a small group of creators. Source: YouTube
YouTube Top-Performing Ads Review for 2024: Creative storytelling was a key differentiator due to YT's flexible format restrictions. According to the analysis, 44% of top-performing ads deviated from standard ad lengths (15, 30, and 60 seconds), and 52% of Shorts and in-stream ads exceeded 15 seconds. Shorts ads outperformed TikTok in terms of view duration, likes, and personal relevance. Creator collaborations emerged as a powerful strategy, with 98% of viewers expressing greater trust in YT creators than on other platforms. Source: YouTube
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Did You Know?
Horseshoe crabs ten eyes located all over their body, including on their shell and tail, helping them navigate and detect prey.
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you Opted in on: 2020-04-05 14:53:59 UTC.