I was leaving a meeting with a potential client the other day when my last name came up at the end of the conversation. They assumed "Grad" indicated my recent college graduation. Indeed, it does, however it also happens to be my last name. Here’s the story of how having a last name like Grad is great but also complicated when trying to develop your online identity.
It's always amusing to have my last name as Grad because I'm all over celebration balloons, and it's nice to have an easy-to-spell last name. However, when I first started my freelance business, it was challenging to rank as "Caitlyn Grad" due to the abundance of differently spelled Caitlyns who are graduates. Competing against school celebrations and photography websites, I didn't exist on the World Wide Web for a long time. In one of my capstone classes, Dr. Elaine Young my professor at Champlain College inspired me to create a portfolio website and work on my personal SEO. After many months, even after the class was finally over, now when you type my name, my professional identity is at the top. However, to this day, I still have to compete with other Caitlyns who have just graduated. It's a unique challenge I've had to overcome, but it speaks to my determination and the skills I've developed in SEO. I previously couldn't comprehend why marketing agencies often had subpar social media presences until I transitioned into full-time freelancing. I questioned why anyone would entrust them with managing social media when their own content was lacking. Now, as a freelancer, I understand the challenge of maintaining a robust social media presence, especially when most client acquisition doesn't come from there.
Having walked in the shoes of marketing agencies, I realize the struggle of prioritizing self-promotion over client success. While it may seem ironic, my focus is primarily on ensuring my clients thrive. Nonetheless, this month, I'm making it a priority to elevate my own presence. I aim to seamlessly integrate myself into the client roster. When assessing a marketing agency's social media presence, it's crucial to understand that a less-than-ideal performance may not be a red flag. Instead, it could signify a dedication to prioritizing client success over self-promotion. Now, you're in the know. In the fast-paced world of social media, it's easy to feel the pressure to be on every single platform, but here's a hot take: you don't need to. In fact, attempting to maintain a presence on every platform can be a quick one-way street to burnout. As a solo entrepreneur juggling multiple responsibilities, it's crucial to focus on quality over quantity.
If you find yourself contemplating a presence on every social media platform, consider this alternative approach. Start by creating a single piece of content, perhaps a video. Take that video and strategically share it across platforms like IG Reels, TikTok, and YouTube Shorts. Extend its reach further by turning the video captions into a detailed blog post. However, it's important to acknowledge the significant workload associated with managing multiple platforms. Wearing all the hats of a solo entrepreneur requires careful consideration of time and resources. Instead of spreading yourself thin, pick one platform or a compatible combination like Instagram and Facebook. The key is to get really good at managing and engaging with your audience on the selected platforms. Choosing the right platform involves understanding where your target audience hangs out. It's not about being everywhere; it's about being where your audience is most active. Take the time to research and analyze the demographics and behaviors of your target audience. This focused approach will yield more meaningful interactions and better results. In the world of social media, the pressure to be omnipresent can be overwhelming, fueled by the advice of so-called "gurus." It's essential to question these expectations and find what works best for you and your business. Ready to ease the burden? As a seasoned social media manager, I specialize in taking the hassle out of your hands. Let's collaborate to streamline your social media strategy and free up your time. Fill out my contact form, and let's embark on a journey to redefine your online presence together! When's the best time to post on social media? Here's my two cents. For TikTok, I find that posting late at night works, anytime after 6 pm EST. I've noticed on my clients' and personal accounts that the later I post, the more views I get.
For Instagram, I've found there's no prime time. If your content is good, it will get pushed out regardless of when you post. Interestingly, on one client's account, morning posts perform better hashtag-wise. It seems like more people are looking at hashtags in the morning. So, what's the takeaway? I've always been taught to post during normal business hours, between 9-5, but really, at the end of the day, it doesn't matter. So, post what you want and when you want. In the fast-paced world of social media, algorithm updates seem to roll in like waves, each one causing a ripple of panic among content creators. Many rush to dissect the latest changes, scrambling to adapt their strategies in an attempt to stay afloat in the ever-shifting digital landscape. However, I'm here to offer a hot take – the key to success lies not in mastering every algorithm tweak but in crafting a resilient content strategy.
Admittedly, I've never been one to meticulously study algorithm changes. Instead, I focus on overarching concepts and tailor my content to meet broader trends. Take TikTok, for instance. While the platform may emphasize long-form content and TikTok shops, I've found success with short-form content, thanks to a well-thought-out content marketing strategy. The core of my approach is understanding what the platform wants and aligning it with my brand. By grasping the fundamental goals, I ensure my content resonates with the intended audience, irrespective of algorithmic nuances. It's about staying true to the essence of the platform while maintaining authenticity. It's understandable to feel overwhelmed with the constant barrage of advice on adapting to various social media algorithms. The key, however, is not to succumb to the noise. Instead of frantically adjusting to every algorithmic shift, focus on developing a content strategy that authentically represents your brand and speaks directly to your target audience. In the grand scheme, your marketing strategy should act as a compass, guiding your content through the storm of algorithm changes. A well-crafted approach ensures that your content reaches the right people, even when the digital winds are blowing in different directions. One valuable piece of advice is to build a direct connection with your audience outside social media platforms. While these platforms are essential for visibility, taking your audience to your own space, such as email lists, websites, or memberships, provides a stable anchor. This not only strengthens your relationship with your audience but also shields your brand from the unpredictable waves of algorithmic shifts. So, don't let the algorithmic noise dictate your strategy. Stay true to yourself, stay true to your customers, and success will follow. In the midst of the algorithmic storm, a steadfast content strategy acts as your compass, navigating you toward the shores of authenticity and audience connection. Remember, the best way to weather the algorithmic storms is not to fight them but to sail through them with a strategy that withstands the test of time. Accessibility is important to me as a marketer; I work with many nonprofits in the disability community.
Using alt text is so important to create inclusive content for all to enjoy, and that starts with alt text. Alt text is used to describe the photo, not to boost your SEO. It's damaging to the community and wrong. If you want to learn how to make your content more inclusive and accessible, check out https://nfb.org and this resource here: https://mdod.maryland.gov/mdtap/Pages/MDTAP-Home.aspx, hosting really great webinars. In the fast-paced world of digital marketing, the question of when to run Facebook ads is a daily conversation for many clients. The answer, however, might surprise you. Before investing your budget into paid promotions, it's crucial to master the art of organic marketing.
Organic marketing serves as the foundation for a successful Facebook ad strategy. It involves understanding what creative assets resonate with your audience—be it captivating photos, engaging videos, or compelling captions. Taking the time to analyze and refine your organic content allows you to identify what naturally captures the attention of your target audience. Why wait to invest in Facebook ads? The logic is simple: if your content performs well organically, it's a strong indicator that it has the potential to resonate with a broader audience when backed by advertising dollars. Here's a step-by-step guide to help you determine when it's the right time to incorporate paid promotions into your strategy: 1. Master Organic Content: Before diving into paid advertising, focus on creating high-quality organic content. Experiment with different types of content—photos, videos, and captions—to understand what resonates best with your audience. This stage is about learning, refining, and finding your unique voice. 2. Analyze Performance: Utilize analytics tools to measure the performance of your organic content. Look beyond just likes and shares; pay attention to engagement, comments, and conversions. Identify patterns and understand what content consistently performs well. 3. Build a Content Strategy: Based on your analysis, develop a content strategy that aligns with your audience's preferences. This strategy should guide your organic content creation and set the stage for a seamless transition to paid advertising. 4. Identify Key Metrics: Establish key performance indicators (KPIs) that align with your business goals. Whether it's brand awareness, lead generation, or sales, having clear metrics will help you measure the success of your Facebook ads accurately. 5. Allocate Budget Wisely: Once your organic content is consistently resonating with your audience, consider allocating a portion of your marketing budget to Facebook ads. This investment amplifies the reach of your successful organic content, targeting a broader audience. 6. Test and Optimize: Launch your Facebook ads with a mindset of continuous improvement. Test different ad formats, audiences, and messaging to optimize performance. Regularly review analytics to refine your approach and ensure maximum ROI. 7. Scale Gradually: As you observe positive results, consider scaling your Facebook ad budget gradually. Monitor performance closely and adjust your strategy based on real-time data. In conclusion, the key to successful Facebook ads lies in mastering organic marketing first. Take the time to understand your audience, refine your content strategy, and build a strong foundation. When you're confident in your organic success, leverage Facebook ads strategically to amplify your reach and achieve your business objectives. Remember, it's not just about when to run ads, but about running ads at the right time, backed by a well-crafted organic marketing strategy. If the world of social media feels like a daunting task, you're not alone. Many individuals, regardless of age or tech-savviness, find the process of creating posts, navigating platforms, and staying consistent to be time-consuming and energy-draining. If you're seeking a solution that aligns with your preferences and energy levels, here's how I can guide you on a more effortless path:
1. Acknowledging the Challenge: It's okay to feel overwhelmed by the demands of social media. Recognizing that it can be a time-consuming process is the first step. You're not alone in feeling this way, and there are strategies to simplify the experience. 2. Tools for Efficiency: Leverage user-friendly tools like Canva to streamline your social media workflow. This platform offers templates and easy-to-use features, making the process of creating visually appealing posts more efficient. 3. Tailored Guidance: I understand that your time and energy are precious. As your guide, I'll tailor my approach to your preferences and schedule, ensuring that the social media strategy we develop aligns seamlessly with your lifestyle. 4. Efficient Picture Recreation: While recreating pictures can be time-consuming, I can introduce you to strategies that make this process more efficient. From leveraging stock photos to creating a bank of reusable visuals, we'll find a solution that suits your time constraints. 5. Personalized Strategy: Crafting a social media strategy that aligns with your energy levels is crucial. Together, we'll explore a posting cadence that works for you, whether it's a weekly schedule or a more sporadic approach that still maintains your online presence. 6. Simplifying the Process: Social media doesn't have to be a drain on your energy. I'll guide you through simplifying the process, focusing on what matters most for your goals. We can identify content themes, automate certain tasks, and streamline the overall posting experience. 7. Energy Preservation: Your energy is valuable, and I want to help you preserve it. By establishing a clear strategy and utilizing time-saving tools, we can ensure that your social media presence is effective without draining your mental and emotional resources. 8. Collaborative Approach: This journey is not about overwhelming you with more tasks; it's about collaboration. I'm here to work with you, understand your constraints, and find solutions that make social media a more manageable and even enjoyable aspect of your routine. In conclusion, I'm here to guide you on a path that makes social media posting less of a burden. Let's explore strategies that align with your preferences, leverage efficient tools, and create a posting routine that preserves your valuable time and energy. Together, we can make your online presence effortless and impactful. Embarking on the journey to boost your business's online presence is a challenge many entrepreneurs face. In a world where visibility extends beyond the storefront, and word-of-mouth marketing is not a guaranteed luxury, the lessons learned from navigating this shift can be invaluable. Here are universal lessons that every business owner can apply to enhance their marketing strategy:
1. Embrace Digital Adaptation: The digital era requires a fundamental shift in how businesses showcase their offerings. Embrace the transition, recognizing that an online presence is now essential, even if your storefront lacks street visibility. 2. Visual Storytelling is Key: Craft a compelling visual story that resonates with your audience. High-quality visuals, including photos and videos, are powerful tools to showcase your products, services, and the unique story behind your business. 3. Outsource for Efficiency: Acknowledge that managing social media might not be your forte, and that's okay. Consider outsourcing this task to professionals who can navigate the intricacies of content creation, scheduling, and engagement, allowing you to focus on core business activities. 4. Leverage the Power of Testimonials: In the absence of traditional word-of-mouth marketing, testimonials play a crucial role online. Encourage satisfied customers to share their experiences on your social media platforms, building trust and credibility within the digital sphere. 5. Showcase Expertise through Content: Content is your gateway to connecting with a wider audience. Whether it's blog posts, videos, or infographics, consistently share valuable content that highlights your expertise, educates your audience, and reinforces your brand identity. 6. Simplify Customer Journeys: Optimize the customer journey by incorporating online tools. From online appointment booking to simplified purchasing processes, make it easy for potential customers to transition seamlessly from online discovery to becoming loyal clients. 7. Cultivate an Engaged Community: Social media is not just a promotional tool; it's a community-building platform. Actively engage with your audience, respond to comments, and create a digital space that mirrors the welcoming atmosphere of your physical business. 8. Explore Collaboration Opportunities: Collaborate with local influencers or businesses to expand your reach. Partnering with others in your community can introduce your brand to new audiences, leveraging the influencer's following and generating increased visibility. 9. Optimize Paid Advertising: Consider strategic investments in paid advertising on social media. Targeting specific demographics and geographic locations ensures that your content reaches the right audience, maximizing the impact of your advertising budget. 10. Regularly Analyze Performance: Stay informed about your social media performance without the burden of day-to-day management. Regularly analyze analytics reports to gain insights into what works, what doesn't, and how you can continuously refine your strategy. 11. Stay Agile and Adaptable: The digital landscape is ever-evolving. Stay agile and adaptable, willing to experiment with new strategies, adapt to changing algorithms, and embrace emerging trends to keep your business at the forefront of your industry. 12. Prioritize Customer Engagement: Customer engagement is the heartbeat of your online presence. Prioritize building meaningful relationships with your audience by actively participating in conversations, addressing feedback, and demonstrating that your business values its customers. These lessons, derived from navigating the challenges of enhancing online visibility, are universal principles that can empower any business owner. Whether you're in retail, services, or a niche industry, applying these insights can pave the way for a successful and impactful digital marketing strategy. In the vast sea of social media, it's not uncommon to encounter waves of negativity. Dealing with hate comments and online criticism can be challenging, but it's essential to maintain a positive online presence. Here are some practical tips to help you navigate through the storm of negativity:
Remember, facing hate on social media is a shared experience. By fostering a positive online environment and handling negativity with resilience and grace, you contribute to creating a better digital world for everyone. |
AuthorMy name is Caitlyn Grad, and I'm a marketing and communications professional. I help clients in social media, email marketing, websites, campaign support, and more to navigate the fast and ever-changing landscape of digital marketing. Archives
July 2024
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