Month: June 2022

What is the most effective type of marketing?

Often people can be wooed by a new social media channel because everyone is on it, it’s the nest big thing or your teenage daughter says you should.  Maybe a salesperson is calling to see if you want to take out an advert with them, or perhaps there is a new piece of marketing software that looks great.  This is when marketing becomes reactive, you end up wasting money and don’t get the results you were promised…and hey ho, marketing doesn’t work!  


So, here are a few things to consider when those marketing opportunities crop up, you need to ask yourself… 


1 – Does it reach your target audience? 

You should have a good idea who your target audience is? Please don’t say “everybody” because usually it isn’t. You can often break your target audience up into groups – they may hang out in different places online, read different publications, go to different places. There will be different ways you can reach them. So, you always need to ask yourself do you reach your target audience with your social media, advertising, etc.  


2 – Do you have the budget for it, and can you measure ROI? 

The great thing about a lot of marketing is that it is free – social media, PR, email for example.  However, sometimes we may get tempted into spending money on marketing – are you guilty of ever boosting a post on Facebook, then I’m talking about you here!  Always question if you have the marketing budget to invest in that marketing and what are the ways you can measure if it’s been a success?  What is the Return on Investment – you want to get a great return for your money than what you invest.  So, really question whether it is worth it. 


3 – What do you want it to achieve 

If you have done any sort of business or marketing strategy, you will have a clear goal of what you want to achieve.  Without aims how do you know what direction you’re heading or what you want your marketing to do.  You need to be clear with your aims, otherwise it’s like firing into the dark and hoping it works.  Think about the point of what you are doing…what is the point of posting on Twitter, what is the point of taking out that advert, which of your marketing aims is it going to achieve.  If you’re not really sure, then don’t do it. 


Now, if I’ve gone through these points and you’re not sure who your target customer is, what is a reasonable marketing spend or what you want to achieve, I suggest you need to go right back to basics. 

You can read my blog about marketing strategies here: 



How to come up with ideas for Reels or TikToks

It feels like it has become more of a challenge to keep up with these changes; particularly if you don’t like showing your face or being on video.  I personally think Instagram may lose a lot of followers to other platforms who don’t want to post video – watch this space.  

However, if you are feeling brave and want to start using short form video, or Reels and Tik Toks as part of your social media strategy how on earth do you come up with content?   

Here are my top tips to give you some inspiration. 

1 – Get inspiration from others 

There is nothing harder than sitting at a screen trying to think up content or write down words.  We’ve all heard of Writer’s Block?  Well, it’s a bit the same when it comes to creating short form video content.  

It is going to be really difficult to sit down and come up with some great ideas with no inspiration.  So, before you delve in, spend a bit of time doing some research.  See what comes up in your feed, find people in similar industries and see what they are sharing.  Or search for your industry in the Instagram or TikTok search bar and see what videos appear.  Use this as inspiration, see what is working for other people and how they can create content.  Think about what resonates with you,. What you like and feel comfortable with and then that is going to feel most natural to you when you create your own.   

If you don’t like dancing and feel stupid, you don’t have to do that.  See how other people make content and do something that feels right for you.  

2 – What’s trending 

Looking to see what is trending is a great hack.  You can do this simply by scrolling through the videos and get a feel for what you are seeing a lot of.  Anything that appears several times is generally tending.   

On Instagram you can also see a small arrow at the bottom of the video, which will tell you if that piece of audio is trending too.  In TikTok you can find trending videos in the discover tab as well.   

There are apps you can download that can give you insights into trends and predicted trends as well, such as TrendTok or Chartmetric.   

Once you have found a trending audio you like, you can save it and come back to it later, or jump on board and get creating while its hot.  

3 – Be an expert 

At the end of the day you an are expert in your field – whether that is marketing, finance, law, travel.  So, in all your marketing (not just social media) you need to show people you are the expert in your field.  This goes for short form video (reels and TikToks) too.   

Think about giving people value, give advice or tips.  Show them hat they need to follow you to find out more about what you do and get valuable information.  Back this up with information in your caption and you’ve nailed it!   

You are talking about what you know, demonstrating your knowledge and being helpful all in one go – it’s a sure-fire way to improve engagement. 

One of the biggest take aways to remember is that not everything goes viral (even some of the biggest influencers material doesn’t always work or go viral).  You need to find what suits you, play with it, practice and keep on developing it.  People think social media is a quick win, but it takes time, energy and consistency to really make it work and see results. 

How to avoid social media burnout

Even for the best of us, social media can become a bit much.  We want to put our phones down; we want to stop mindless hours of scrolling and also set an example of our kids.  I mean if we’re always on social media, how can we tell them to get off their screens!  

It often feels like you have to be on top form and put everything into social media to make it work.  So how can you get a balance of bring online, doing social media marketing for your business, but not letting it take over your life.  


Take a break

The first thing I would suggest is taking a break and stepping right back from social media.  If you take a few days out, a few weeks or even a couple of months your audience is still going to be there when you get back.  If you feel like you’ve been putting everything into your socials and it’s not working, or you’ve lost your way, or it just feels too much then stop.   

I recently took a break and posted a bare minimum to keep a presence, and everyone was still there when I came back.  The break did me good and I came back raring to go with fresh ideas and enthusiasm.  We all need a holidays from work every now and then and it’s the same with socials, so give it a go.  Why not share that honesty too and tell your audience – people will resonate with that and probably respect you for it too.     


Set limits times/boundaries

Working in marketing I am on social media A LOT.  However, probably not as much as you think!  That’s because I set boundaries and limits with my usage.  I check in the morning; I check at lunch and I check in the afternoon.  I often have a scroll in the evening (but that’s more about my addiction to online shopping than work!!)    

I also set limits in my phone and once I reach that limit my phone tells me to stop.  By doing this I know that when I am online I need to be efficient and get on with the job – otherwise I’m going to run out of time! 

I also set boundaries of when I will reply to messages (not after 5pm, when I’m with my kids or on a weekend) any messages that come through during those times can wait.  If always think if people can’t wait then I don’t want to work with them anyway (unless it is something really important and of course this will depend what industry you work in!) 


Do what you enjoy 

The other thing to bare in mind is that you need to enjoy what you do.  If you have a twitter account for example and you don’t enjoy posting on it, find it hard work and can’t think of content then don’t do it. 

I’m a big believer that you have to enjoy what you do, so find what works for you on social media, find the platform you like and stick with that.  It will be so much more effective sharing on one social media platform really well, than spreading yourself too thin and not doing a very good job – that’s when the overwhelm will kick in.  Don’t listen to fads (not everyone has to be on TikTok) or what your teenager says you should be doing, or fellow business person tells you what’s worked for them/  Think about what you enjoy and what is going to be best for your business. 

Someone also recently asked about how much you should be posting.  Again, find what works for you as it will be different for everyone.  If you can manage 2 cracking posts a week and make them awesome do just that.  You will find it works much better than writing seven rubbish, half hearted posts each week because you think you should. 

If you do all or just one of these things I am sure it will make a huge difference to your social media marketing and help you avoid the burnout that so many business owners face.