It’s 9:45 am and you’re already running late to a meeting when suddenly you remember, ”omg, I forgot to tweet about our upcoming event this morning.”
You rush to your appointment only to realize your client is running 10 minutes behind and instantly you decide to take advantage of those precious extra minutes. But as you grab your phone to tweet out a quick message about your event… your mind goes blank.
”What’s the event link again? Should I ask people to DM us for more details? What the heck should I even say?”
My friend, you need a content calendar in your life, but more importantly, you need to learn how to use it effectively.
Being a modern entrepreneur in this day and age presents a gazillion opportunities to leverage some incredible marketing opportunities we could only dream of having 20 years ago, but let’s be real.
Social media channels and the interwebs have also caused us a whole new set of challenges.
Technology moves FAST and juggling your content creation in today’s hectic world can get overwhelming really quickly so if you already have a content calendar or you are thinking of creating one, here are the top 8 content calendar mistakes I want you to avoid.
6 CONTENT CALENDAR MISTAKES YOU MIGHT BE MAKING & HOW TO AVOID THEM
Not Using It
Of course, this one is obvious. If you are reading this right now chances are you already have a content calendar you are just not using.
You’ve probably read time and time again that you need to ”create a content strategy”. And most people feel totally overwhelmed because in our heads having a strategy means creating this elaborate, drawn out plan.
But that’s not necessarily the case.
Putting a strategy behind your content just means you make it awesome on purpose AND, more importantly, that it serves your business.
I can’t tell you how much easier it is to create awesome content, on purpose.
It allows you to really think through your goals with each piece of content you create (which should eventually lead to generating more sales) and it almost keeps you in check to make sure everything you are publishing online is serving a specific purpose.
So it’s time to dust off your old cali and get crackin’.
Not Having A Shared, Live Calendar
While I am all about brainstorming ideas on paper and transferring them to an online tool later, you really do need a digital content calendar tool if you are publishing any type of online content.
From writing blog posts, to publishing a newsletter and even planning your social media content in advance, things in your business change all the time and you want to have the flexibility to reschedule a tweet or change your blog’s headline.
Not to mention, you want to have the ability to add team members who can help you make changes, create graphics, brainstorm ideas and fill up your social media queue.
A snapshot of my team’s content calendar on CoSchedule.
Having Too Many Places To Jot Down Content Ideas.
Whether you are jotting down ideas on your paper planner or on an Evernote, having a centralized location for all of your ideas is a must.
Enter, a content ideas bank.
Don’t be intimidated. Your content ideas bank can be a simple Trello card, an Evernote or a Google Spreadsheet.
Whatever the medium, make sure you always keep your content ideas in one location that is easy to update and you can share with your team.
CoSchedule has a neat ”unscheduled drafts” section where you can save WordPress blog drafts before you schedule them out.
Planning Too Far In Advance
While I think most of us under-plan when it comes to our content, over-planning can be just as detrimental.
See, things in your business will change and you have to be ready to make adjustments on the fly. If you love to plan a whole year’s worth of content, write and schedule it out, more power to ya!
But most likely you’ll want to switch a blog post here or there to fit in a great promotion or you’ll want to collaborate with a partner. If that happens, the last thing you’ll want is to manage and reschedule dozens of pre-planned posts.
So my suggestion is to pre-plan your daily content (social media posts) one month in advance and keep at least three months worth of blog topics and newsletter ideas handy so you never run out of ideas.
Not Having A Promotion Plan
Okay, so you have an awesome content calendar, now what?
Most of my clients are surprised to hear that their content should never be published only once.
And it’s no wonder why they feel like ditching the content hamster wheel altogether.
The truth is, you need to have a content promotion plan in place that allows you to repurpose and reusing your fab content.
What is a content promotion plan? It’s just an outline that specifies what happens after you publish a new content piece.
So let’s say we publish a new blog post, just like this one. Here is the promotion plan we use to share it on social media:
But we don’t stop there.
We also repurpose the content I share as a blog post, which is usually a break down of tips and strategies like the one you are reading right now into the following pieces of content:
2-3 tutorial or tip graphics for Pinterest.
A new YouTube video.
That YouTube video gets Pinned to Pinterest.
It also gets published as a new Facebook video post.
We also turn it into 1-2 short, Instagram videos.
And occasionally, a short, Twitter video.
Sometimes we take it to the next level and create an infographic, a workshop or webinar or even a lead magnet.
For a full guide on repurposing your content, check out this KimTV episode.
Think of it this way, you’re already investing a good chunk of time creating your content and you gotta milk it for all it’s worth!
Get a promotional plan in place and make sure you also incorporate repurposing strategies so you can get the most amount of eyeballs on your stellar content.
Failing To Correlate Your Content Calendar With Your Promotional Calendar
Dude! You’re not just creating content for the sake of doing so.
Your content needs to correlate with your promotional calendar or else, what is the point of publishing anything online?
It’s being published to help meet the goals of your sales and promotions.
Whether you are launching a new program, introducing your services to a new market or just trying to sell more of your products, your content’s job is to help meet your business goals.
Period. End of story.
So, instead of just scheduling content pieces willy nilly, start looking at the products you are selling. What are you promoting this month? How can you create content around that topic that ”primes” your readers/followers for the sale?
Moving season has already begun, so this is the busiest time of the year and we decided to get serious about blogging and start creating some strategic content pieces to start driving traffic to our website but also promote our moving services.
See, Facebook will always protect and favor the end user because if they don’t users will get bored, annoyed or become disengaged and leave the platform. Which will be the demise of Facebook and you and I won’t have anyone else left to market to. #notgood
Trust me, Facebook is not the enemy. They are actually far from it.
So before we decide to pick up our toys and stomp off the playground, let’s consider adapting our strategies and giving the Facebook algorithm exactly what it wants so that we can increase our reach, get more engagement and leverage the heck out of the platform (for free).
Of course, it all starts with creating engaging content and understanding that Facebook’s goals are always structured to meet the user’s content preferences and demands (why is this so hard for most of us to understand? #duh).
So what does that mean for you as marketer/small biz owner/ social manager?
It means that Facebook live videos have become extremely popular and this presents a unique opportunity for Facebook marketers.
”As with any new type of content in News Feed, we are learning what signals help us show you the most relevant Facebook Live videos for you personally. For example, a few years ago when more people began sharing and watching video on Facebook we listened to feedback to learn what signals helped us show people more of the videos they want to see and fewer of the videos they don’t. At first, we updated News Feed ranking to take into account how many people watched a video and how long people watched for to help us personalize News Feed based on people’s preference for watching video.” [Source]
If you want to leverage the algorithm, you have to create content your fans will react to. Period. End of story.
So in this video, I am going to show you the two tools I use to ”cheat” and find what is ALREADY working on Facebook (including videos) so I can replicate it on my own Facebook page.
That’s right, there are ways to find proven content ideas on Facebook that you can easily model for your own Facebook page (you can thank me later 😉 )
So let’s get to it.
DISCLAIMER: This week’s #KimTV episode turned out to be a mini-training session, so I hope you find it valuable despite how long the video turned out.
So there you have it, my favorite tools to find proven content ideas for Facebook.
If you haven’t already, check out your Pages To Watch feature or any of the juicy tools Facebook provides for us business owners, head over to your Page Insights and start cyber stalking your competitor’s content.
Then, head over to PostPlanner and sign up for their free trial (no, I am not affiliated with them but I probably should be since I love them so much) and start collecting proven content ideas for your awesome page.
” You’re so unprofessional!! Why would you use the word ”dude” on your subject line or words like ”stoked” and ”pumped”? You sound so unauthentic…”
”Your boring **** is beyond annoying.”
”Be careful with those hand gestures, it looks like you are throwing up masonic symbols.”
”No one is going to remember your dumb URL you piece of ****.”
Yep. I get hate. A lot of it.
Seriously… you should read the emails I that land on my inbox sometimes (*sigh).
So in this week’s #KimTV episode I wanted to tell you all about it + show you how I deal with haters and turn them into validation (yes, you read that right).
As many of you know, after a month-long promotion, we closed the doors to Zilch To Social earlier this month and I quickly learned when you are selling stuff haters REALLY come out of the woodwork.
Thankfully, I was mentally prepared. 😉
Since the very beginning of my business I had people say all kinds of nasty things about me (and my family), whether they were attacking my messy hair, straight up cursing at me for no reason, pointing out the fact that I’m opinionated or criticizing the fact that I am ”too nice”, I’ve had to deal with haters from the start.
I remember feeling totally discouraged, angry and frustrated and to some extent, it made me question my brand and the decisions I was taking until I realized that everyone and their momma gets hate.
Yes, even the big shots I loved and admire online got chewed out on the regular.
And that’s when I realized that the more you put yourself out there, the more people will nit pick and criticize everything you do. It’s part of business and it is part of life.
So here’s how I deal with haters and turn them into validation that I am doing what I am meant to be doing in the world + I’ll teach you how to quickly differentiate negative feedback from plain ole hate.
Instead of giving my haters power over my mindset, I turn them into my biggest validation.
Here’s the reality my friend, if you are trying to appeal to everyone wiht your voice, your branding and your message, you are appealing to no one. #CanIGetAnAmen?
Over time I’ve noticed that the same things that piss people off about me are the same things that make my ideal clients fall head over heels in love with my message.
How do I know? Because I also receive an outpour of thank you emails, thoughtful comments, and even gifts in the mail from random internet strangers on a regular basis who claim they love the same things about me that other folks hate on! Funny how that works, right?
So the next time you get a hateful comment, message or email remember that you make the rules. This is your blog, your YouTube channel, your Instagram account, YOUR podcast, YOUR brand… which means you are in charge.
Isn’t the whole point of having your own business being able to make your own rules?
If people don’t like your style, that’s okay. You’re not going to be everyone’s cup of tea because it’s simply not possible (nor should you want to).
It wasn’t until my first public launch that I realized that the same things that turned people OFF about my brand were the same things that turned my tribe ON.
And it makes sense! You don’t want to just attract your perfect client, you want to blow their freaking socks off and you can’t do that unless you feel empowered to just be yourself.
Your job is to focus on loving on your tribe and helping them grow. How you deal with haters and their negativity should never stop you from serving your people.
And the haters? Get them outta yo car! Like my girl Chalene Johnson likes to say.
But they gotta go! Unsubscribe them, ban them, get the out of your world because you are doing great things and there’s zero room for any negative energy whatsoever.
It’s not personal and they don’t matter to your brand anyway because those are the type of people who won’t ever buy from you.
Haters don’t like you and you probably won’t like them either, so part ways respectfully and that’s the end of it.
And I’m not gonna lie.
It STILL makes me angry to read a nasty email because I am human!
But I’ll tell you this, every time I receive some hate it also serves as a reminder that I am getting out there shaking things up and making moves. If I am quiet, and not really putting myself out there I rarely get any lash back… coincidence? Absolutely not.
The greats will tell you that the more they succeed in making an impact, the more criticism they receive.
It’s part of the journey so use the hate as validation that you are making an impact.
Or, if you prefer, think of it as turning lemons into lemonade (Beyoncé style)! 😉
I’ll leave you with a quote from the great Theodore Rosevelt…
”It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better.
The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.”
I hope it inspires you to deal with haters in your own, unique way.
It’s about time to say goodbye to social media overwhelm, don’t you think?
With the insane explosion of growth social media channels are experiencing, it’s a challenge for online entrepreneurs like you and me to stay on top of every new strategy, every new social network and the non-stop changes they experience.
Am I right?
And that’s where social media overwhelm starts to kick for most of us…
You read about the newest strategy on Instagram and how Periscope and live streaming is changing the game (it’s true though) and you start feeling your blood pressure shoot up…
Then, the thoughts of self-doubt start creeping in.
”Am I becoming irrelevant? I know I should be further along than I am on Instagram, but how am I going to tackle Periscope if I can barely manage Facebook and Instagram? My business is going to fall behind… I can feel it happening already. So and so is right… I AM falling behind. I know I am missing out on opportunities if I decide not to live stream and then I will never be able to catch up with the competition. That’s it, we are done. We might as well just close up shop…”
Okay, I know, I exaggerated just a bit but if you are like me, your negative thoughts can escalate pretty FAST if they are left unchecked.
While it’s totally normal to get overwhelmed and start questioning whether you should even be on social media to begin with, there’s no doubt that social media marketing can really propel your business forward like nothing else.
But don’t fret my friend, there is a silver lining. You can still be successful on social without the extra pressure.
If you feel like the sky is caving in and you just can’t figure out how to stay consistent on social media without feeling extremely overwhelmed, then I think you’ll gonna enjoy the three tips I have for you today.
With some smart planning and a bit of savvy marketing strategies, you can TOTALLY beat social media overwhelm for good.
MY THREE TIPS TO BEAT SOCIAL MEDIA OVERWHELM
TIP NUMBER ONE
Stop trying to market on every social network under the sun.
I can’t tell you how many people have this problem and I know because 90% of my clients come to me with 17 strategies they want to implement on 6 different social networks in the next 3 days… No wonder they’re getting absolutely nowhere!
But hey, I totally get it because I actually tried to tackle every social network under the sun when I started doing social media marketing.
I tried to be on Linkedin, on Goggle +, on Pinterest, on Facebook, on Snapchat, on Instagram all at once. And I spread myself way too thin (not to mention it straight up didn’t work!). So stop try to market on social media network.
So stop try to market on social media network. As tempting as it may be, don’t do it. Your sanity will thank me later.
Instead, pick ONE (yes, one!) of your social media networks as your social media hub. And this is where you’re going to focus
And this is where you’re going to focus the majority of your efforts. But what if you are already on multiple social networks?
Reallocate your resources and focus on building the one network that is either the most promising or is already working for you.
Once you feel like you have it completely under control + you’ve had a positive ROI, then and only then, you can consider going full force on a second social network.
TIP NUMBER TWO
It’s 2016. Get a solid content strategy!
If you’re not already pre-planning your posts, scheduling them out in advance, creating awesome graphics, or getting someone to help you with all of it. You need a strategy + get yourself some help (more on outsourcing in future posts).
Don’t think having a strategy is that important?
NEWSFLASH: Sitting down on your computer and figuring out what it is you’re going to post on the spot is not always realistic and I’m willing to bet it’s not working for you.
Not to mention, for a lot of busy entrepreneurs, it’s simply not a sustainable way to do so on social media marketing.
How to sell on Social Media properly? Every business person is asking the same question.
Would you believe me if I told you that I have NEVER directly promoted any of my services or programs on social media? No, seriously.
I’ve been in business for 2.5 years and even before then I did a lot of freelance work and I’ve never shared a single link to my sales page or asked folks to ”hire me.”
And while there’s NOTHING wrong with promoting your stuff to sell on social media, in fact, I strongly encourage you do, I’m telling you this because I want you to understand that to sell on social media and making money on it doesn’t mean you have to become a pushy jerkface.
Although you probably won’t find me blasting my programs or services on social (unless I’m in the middle of a launch) I STILL DO generate consistent revenue from social media every single day and I love it.
I know that might sound counter-intuitive but bare with me for a second.
One of the biggest mistakes I see entrepreneurs make when they are trying to sell on social media is to focus ONLY on amassing a huge fan base, increase their engagement and… that’s where they stop.
They think, ”If only I could get to 10k fans like so and so, THEN my products would sell out.”
Sure, having a large fan base and tons of engagement should be part of your strategy, but I’ve seen folks with millions of fans who are not making a cent off their followings and by contrast, small businesses with a couple hundred followers who make thousands of dollars every month.
The key? Focus on leveraging your content and growing your email list.
Remember, to sell on social media is not about the fans and followers or the engagement, it’s about the strategy.
GETTING INTO THE STRATEGY
HOW TO SELL ON SOCIAL MEDIA
Selling on social media rarely ever happens directly on the platform, it happens via email marketing + your website.
Making a Social Media Strategy is quite a struggle, at first!
When I first dipped my toes in the social media world I was trying to market my husband’s start-up in a super traditional, non-flashy industry and I had no idea what in the world I was doing.
I was trying to market on 17 different social networks and I had no idea why and even worse, I was completely overwhelmed and getting absolutely nowhere with social media strategy.
It’s crazy to think back on but I would literally spend HOURS on end every week creating ”awesome content” and when I actually got around to publish it I would get crickets…
See, most of us are so used to jumping on auto-pilot and doing things ‘’because we’re supposed to’’ that we rarely take a second to stop & figure out why we’re doing them in the first place.
In other words, we don’t have a clear path or a strategy a clear Social Media Strategy.
THE SOLUTION IS TOTALLY WORTH IT
If you can relate, let me tell you that I so hear you!
You’re going to love this post because trust me, life gets MUCH easier once you have a social media strategy in place.
And although I don’t have to convince you about the importance of designing your own social media strategy ( I mean, there’s a reason why you’re reading this, right?), I do want you to start taking a strategic approach in everything you do in marketing, specifically with social media.
It’s so easy to go around creating content and publishing it on social media because ”it’s a good idea” instead of becoming ultra-strategic with our approach.
One of the amazing students in my flagship course, Zilch to Social emailed me the other day and said ”I feel like I am finally moving forward and not just spinning my wheels” as she referenced how she was setting up a solid social media strategy.
So if you’re totally ”there”, grab a pen and paper (or download my free PDF template below) & answer these simple questions.
LET’S GET INTO THE SOCIAL MEDIA STRATEGY
Chillax, darling. I’m going to walk you through the whole process. 😉
1. FIGURE OUT WHO YOUR DREAM CLIENT IS
This is literally the foundation of your success, not just when it comes to marketing and having a social media strategy but in your businesses as a whole.
The more you know and understand who your dream client is, the easier it will be craft engaging social media content + position your product in a way that makes him/her say ”OMG I so need this!” (if your dream client is a guy I doubt he’ll repeat that exact phrase, but you get the point).
Let’s talk about that for a second. Your dream client is someone who benefits the most from what you have to offer AND is also the type of client you absolutely love working with.
Your dream client is someone who benefits the most from what you have to offer AND is also the type of client you absolutely love working with.
When it comes down to it you pretty much have to become BFF’s with your dream client (metaphorically) and really understand how their brain works.
And by understand how their brain works, I mean get super obsessed with learning about them, yo!
You need to get in their heads and learn as much as you possibly can if you want to find MORE of these dream clients online.
What are their interests?
What kind of lifestyle does he/she enjoy?
What do they struggle with or find challenging?
How can your company solve this problem?
What other pages does he/she follow?
You’ll find an entire list of questions that can help guide you through this process inside the template pack.
If you’ve been in business for a while, chances are you know exactly who this person is – but if you’re just starting out or you haven’t worked with clients or customers, don’t worry. You can always find prospects and interview them.
Figure out where they are active on social media.
Facebook & Twitter are currently the largest social networks, so chances are you can find your dream clients on one of those platforms. However, I don’t want you to make any assumptions.
Think about it, just because you have a Facebook profile it doesn’t mean that you check it every day. Maybe you prefer checking Instagram or hanging out on Periscope. The same applies to your
The same applies to your dreamies (dream clients).
So be sure to ask your current clients or prospects where they hang out online and do your research. It’s one big essential for your social media strategy process.
Put your detective hat on and check out your competitors.
Doing so can give you clues as to where your dream clients hang out online.
Keep an eye on where they are active on social media + check out whether or not they are growing their fan bases and thriving on those networks.
You’ll find a dedicated section inside your template pack where you can save all of your competitor’s information.
Look into partnering with someone who services your audience but is not a competitor.
Using what I like to call, aligned audiences is a fantastic social media strategy.
This is another business who is already established and has an audience who can benefit from your products, programs and services as well.
For Ex. If you are a fitness instructor or coach, you can look for other nutritionists who’s audience is the perfect fit for you but also a great way to add value.
2. GET REALLY SPECIFIC. WHAT ARE YOU GOALS + OBJECTIVES?
It all starts with picking your BIG picture goal and it most likely fits into one of these four categories:
Growing your following
Getting more traffic
Growing your email list (the most important one)
Get more sales
For the next 30 days I want you to pick your big picture goal you are going to stick with.
From there, we are going to break down your goal into daily, weekly and monthly to-do’s so you actually stick with your goal long term.
So let’s break down these goals so you can figure out which one fits you best before implementing your social media strategy.
Big Picture Goal #1: Getting more followers
If you are first starting out and you have less than 100 fans or followers, you have to make it a priority to grow your first 100 fans. Then, focus on getting your first 500 fans and followers and then your first 1000 fans and followers.
If you have less than 500 fans or followers, these need to be your goals. Now, if you have more than 500 fans or followers, you need to focus on big picture goal #2, getting more traffic.
If you don’t have a website yet, forget about setting goals on social media. Work on getting your website up and running first (this is your most valuable online asset).
Boom. So you have 500 or more fans or followers. Awesome. Now, what? Focus on sending traffic back to your website.
Big Picture Goal #3: Growing Your Email List
So goal #3 is to grow that email list! Engagement is great, but email is where those sales are going to happen. So make sure that growing your email list is at the top of your priority list for 2016.
My hubby recently launched his podcast, #EntrepreneurHour (you can take a listen to one of our episodes here) and although he’s still focused on goal #1 which is to grow an audience, he’s also building his list as he grows.
The most successful brands that stand out in the market place have rabid fans AND tons of haters.
4. BECOME CAPTAIN GENEROUS. WHAT DO YOU HAVE TO OFFER?
Value. Value. Value.
People won’t get enough of your free content so figure out what they want and give them lots of it. For free.
Value is basically summed up into three main categories:
You need all three of them to create engaging content that will resonate with your audience, but in reality, one of these categories will speak to your audience the most.
You’ll want to create the majority of your content around that category and sprinkle in the rest.
If you’re a coach, a trainer or a consultant, your audience will probably value education the most.
If you’re a lifestyle brand, your audience will probably gravitate more towards content that is both inspiring and entertaining.
With that in mind, it’s time to plan out your content into categories and set it up on your content calendar.
I learned this strategy from the amazing Laura Roeder and it changed my life.
Creating “content buckets” (or categories) for your posts can really help you stay focused on your overall socail media strategy but also save you tons of time when you sit down to create your content.
So here’s what you do…
Think of the content your audience already resonates with or the content you think they will resonate with and organize them into content buckets.
They can be for example:
I’m just giving you a ton of ideas but you DON’T need these many. I actually have about 6 different categories for mine.
So figuring out what these content buckets are is simple.
Go back to your social media posts and pay attention to what has been successful in the past.
Are you getting a lot of engagement when you post behind-the-scenes photos on Instagram? Put “behind-the-scenes pics” on your content buckets list.
You can also take a look at the highest performing posts from your competitors’ social media posts and get ideas as to what your audience reacts to.
But if you’re just starting out, don’t be afraid to experiment and try new content buckets.
Next, create a schedule for your content buckets to help you determine how often you’ll be posting them out and schedule them out on your content calendar.
You can learn about my favorite tools to create content calendars here OR you can use the interactive content calendar I’ve included in my template pack.
5. ASK THE RIGHT QUESTIONS. HOW WILL YOU MEASURE YOUR SUCCESS?
Aligning your outcomes with your goals is a must.
So if you chose that your big picture goal is going to be growing your audience for the next 30 days, you’re going to be measuring how many fans and followers you acquire during that time period.
You can organize your to-do’s using my social media action plan included on the last page of your template pack.
More importantly, remember to experiment, tweak & repeat.
It’s crucial that you learn what works and what doesn’t so you can do more in less time.
So, there you have it- how to design your own social media strategy in these 5 easy steps.
Now, go out there, test things out & learn what works for your business. 😉
Think of your ”funwork” as simple action steps you’ll love completing.
And here is what I have for ya:
Download the free template pack and block out some time this week to work through each segment.
Don’t rush the process and take your time working through the template and setting up your strategy.
Drop me a line in the comments below with any questions you might have about your audience, setting up your content buckets or really any aspect of your social media strategy.