Brand Rescue: Marketing & PR Guidance for Small Businesses

Hashtags previously were THE key in growing your following and reach on Instagram and Twitter - but the tide is changing!  In today’s episode, we’re breaking down hashtags on Instagram and Tik Tok. When used appropriately, hashtags grow your following, help establish your brand, and they are the easiest way to gather content from your customers. Tune in for advice on how you should now be utilizing hashtags in your business strategy. The days of a million hashtags are over, there is a better strategy that you can use to grow your brand. At Sociallee, we start out by developing a core list of hashtags that we consistently use with their content. Make sure that this core list includes a branded hashtag for your business, this can be as simple as the name of your business. Next, find a list of industry specific hashtags. This isn’t for branding, but for other people to find your business among other like areas of your industry. Then, we add hashtags that are post-specific to the photos or content that we are sharing with our followers. From here, you can get even more specific with seasonal or holiday hashtags, location hashtags, relevant phrases, or even daily hashtags. While you have the ability to use up to 30 hashtags on a post, that’s not always the best idea. There are a lot of variables that contribute to hashtag quality and quantity. If you have the time, ability, and resources to play with the amount of hashtags that you use, make sure to test posts with various hashtag quantities. We recommend one to three hashtags but 10 to 12 at the most. Be strategic about how you post them so it doesn’t take away from your content. Listen in for more of Whitney Lee’s tips and tricks to utilize hashtags to boost growth for your business.

What do you do when someone writes something terrible? Negative reviews are never fun, but they are an important way to get feedback on your business. In this episode, I discuss the different types of negative reviews, my process and response to these comments, and next steps that you can take to prevent negative reviews online. Here are our eight tips and tricks to formulate the perfect response to negative feedback: Don’t delete - This shows a lack of transparency. The ONLY time we delete anything is: Racial slurs Vulgar language Threats Before responding, find out details from operations or whoever the customer interacted with. Formulate a draft - make sure to thank the customer for their feedback. Address every single thing they say in their review. If you are truly at fault - admit it and apologize. If the person is sincerely lying, you can address it in a VERY PROFESSIONAL manner. Important to keep it very professional - never blame the customer! Your followers are watching to see how you handle the situation so make sure to take the high road. Try to keep the response short and to the point - ask them to take it offline by giving them a name and phone number to call.

Marketing is EXPENSIVE right? Traditional advertising, SEO, SEM, retargeting, buying lists, and social media ad campaigns can be a pricey method to gain new customers. But here’s another secret we utilize regularly, partnerships. Before you look at traditional marketing methods, tune in to our tips on cost-effective tools to grow your brand. There are only two steps to start finding your perfect partnership match, analyze your business and what you can offer, then start looking for companies that match your needs and your goals. First, what can YOU offer someone? What do you bring to the table? Make sure to compile the following information to know where to start. Social following Website hits Subscribers on email Text App downloads Listeners (podcast) Where are you advertising Demographics of your audience - age, where they live, beliefs, income, etc - the more info the better. Now you're ready to start the search for a good partner opportunity. Use these suggestions to find the best partnership for you. Who reaches your people? If you are a business that is focused on women, who else reaches women? What other services does your target demographic use? This is a good place to start looking for connections that are mutually beneficial. Where does your target demographic shop? More potential partnerships lie where your target demographic is already looking! What is complimentary to your business? - Needs to be somewhat in the same realm Type of business - are you able to serve people virtually? If you’re a locally owned business you probably need someone local too! Look at businesses that are similar in size to your company to save yourself time. Don’t waste your time and resources pursuing a partnership that isn’t equal. Nonprofit support - Think about nonprofits that you can support in exchange for promotion for your business.

Are you reaching your people? Social media is constantly changing and email marketing is one way that businesses keep in constant communication with their stakeholders. This week, Whitney talks about what will make your email marketing fail. Tune in to get Whitney's tips and tricks to hack your email marketing campaigns through your subject line and get her best and worst examples. 7 Tips: 1. Don't give it all away! Make your subject lines intriguing but a little vague. 2. Keep your subject line short and sweet. 3. Explore emojis but do some research before you use them. 4. Urgency in your subject line can be a very important factor to your customer’s opening your email. 5. Let your customers know that there’s an offer inside. 6. Use first names in your emails. 7. Pay attention to the preview text.

Do you ever feel like you're WAY behind on the changes in social media? Social media is constantly changing and sometimes it's impossible to stay in the know. Keep up with the news and check out episode 9 of the Sociallee Relevant Podcast to hear Whitney Lee's breakdown of four new features that are coming to Instagram. Description: Today we're breaking down one of the "Big Boys" of social media, Instagram. This must-do platform is constantly evolving and it's about time that we break down four new features that are coming to Instagram. From product tags to hashtag searching, we're going through the good, the bag, and the ugly of the platform and how it's going to affect your business. 4 Changes to Instagram: 1. Product tags are going to be available for every user on Instagram rather than just creators and business accounts. 2. Donation tabs now available for Instagram Reels 3. Instagram is taking away the "Recents" page on a hashtag search, now changing to "Top Hits" only. 4. Improving the ranking system by highlighting original content

This episode is a follow-up to episode 2, where Whitney shared how boosting your Facebook posts is a trap. So if you’re now diving into Facebook Ads Manager and feeling overwhelmed, this is for you! In this episode, Whitney shares the first (and most important) step in setting up an ad within Facebook Ads Manager.

User Generated Content! End all of social media. You can say how awesome you are but if other people are saying you’re awesome - that’s PRICELESS For some businesses, it just HAPPENS. People love sharing stuff like food, travel, clothes. But if you aren’t out there watching and listening, you’re missing opportunities! So If you don’t have expensive listening tools how do you know what’s out there? Obviously if they tag you Hashtags -not only looking at your branded one but also looking at other ones for your industry like coffee or depending on your business hashtags for your location or city Location tags - looking at people who tag themselves specifically at your business (resorts or destinations) Searching terms Reviews - sometimes they have amazing photos or great quotes to pull from So those are some good places to start looking for content that may include your brand. honestly - this is important either way bc there could be points of CONCERN that you should be monitoring. Seeing patterns about service or a specific team member Comparing you to other competitors - amazing feedback Concerns on the quality SO IMPORTANT TO BE LISTENING. and it may hurt but you can take that as feedback and make changes. Tell people you heard them! So on a positive note- if you’re wanting to generate more UGC - here are some tips Ask them - servers, putting cards on the table Incentivize Suggest it - include your hashtag everywhere. You don’t have to necessarily say “USE OUR HASHTAG” but just showing it there will remind them. put I everywhere! cups, beverage napkins, clings on windows (salons & boutiques) Give them a photo op - working on a fun sign. or a statue, or a mural on the wall! Promote other people’s content - when you’re sharing other users, people will see that and want their content promoted too! User Generated Content is the GOAL for so many brands. You always have the option to not use it if it doesn’t align with your brand’s vision or tone, but it just comes through so authentically rather than perfectly curated images by a professional photographer. Influencers are an amazing form of user generated content and if you’re interested in working with influencers you’ll definitely want to download our free tips to identifying influencers that will actually make you money!! linked in show notes or go to besociallee.com/podcast/how-we-generated-over-33000-with-6-unpaid-influencers/

Today talking about PR. Many people want to work in this industry bc they think it’s “so fun” - think we just go to parties and sip martinis. Samantha from Sex and the City made it look like so  glamorous and sexy. But I have also noticed a lot of distrust in the PR world. I first noticed this - I watch shark tank a lot -  and when people would ask for money for PR, the sharks would start to roll their eyes - or sometimes that was a deal-breaker for them. spending money on PR? Boom, they are out. But....WHY? Also, last year Chris's mastermind - people told me of how they spent thousands of dollars with PR people and totally got BURNED. They used that word. BURNED?! So…why? Why do people feel so burned by PR people? Bc people don’t understand what PR actually IS So before talking about what PR IS. What is it not? Pr is NOT marketing. Marketing focuses on SALES. Bottom line. PR is not driven by immediate results or ROI. Many times it’s a long play. PR is not party planning or event planning. PR is more about getting the message OUT. But we are not party planners What IS PR? First, we’ll start with the traditional side: Media Relationspress releases Pitching for editorial coverageTradition media or event podcasts POC for media - answering questions, formulating responses. Building connections with media people in your area or within the niche of your clients. Why bc when they need someone or a story, they come to YOU first Reputation managementStrategizing when a crisis happens - what is the company’s response and message? In ALL challenges Monitoring everything - reviews, social media platforms etc. Reporting back to the CEO about what the public’s perception and response to our company’s actions are Proactive reputation management - not just waiting but planning Ideas and campaigns that show your company’s values ExposureCreating social media campaigns like the ice bucket challenge Celebs - making fake relationships Launch - event, new offerings PartnershipsFinding brands that align and create offerings together influencers Sponsoring an event or podcast Supporting a cause Ads are what you PAY for - PR is what you pray for. I think why they get burned - you can’t promise results. It’s all about ideas and outreach. Positioning, relationships and following up. So is PR hard? No. If you have the creative brain it’s not - but you better have the right words to say and the relationships in place or dedication to keep following up. So if a PR person is promising you results… that’s a red flagggggg! So I hope this has been helpful for you! I know we talked a little about influencers if you want to learn more download our 5 free tips to help identify influencers that will make you $$$$. link in the show notes or go to besociallee.com

Giving free stuff to influencers??? *Insert eye roll* So many businesses are jaded by influencers who ask for free services and products but the business never sees any tangible results from their posts. In this episode, Whitney gives tangible advice on how to get influencers to actually produce sales and/or show results that matter. You’ll hear how her agency, Sociallee, took six unpaid influencers and turned it into $33,000+ in room night revenue for a resort. If your business ever considered influencer marketing or wondered whether it would be worth your time and money, this episode is for you. You’ll learn how collaborating with influencers can expand your audience reach, attract new followers, and be the most cost effective form of advertising out there.

With millions of users worldwide, Tik Tok is becoming a real player in the social media game for businesses. With numerous new social media platforms coming out each year, it can get overwhelming trying to decide whether or not your business should have a presence on each platform. Is your investment in these platforms worth your time, money, and effort? If you are asking yourself those questions, then make sure to tune into today’s episode where Whitney walks you through the pros and cons of having a TikTok to help you decide if it’s right for your business.