Grow Your Brand Using the Power of Online Marketing
A Definite Guide to Mastering Your Social Media Presence
Hey there! I'm super excited to have you here and share some awesome stuff with you today.
In this guide, we're going to learn how to use social media to make your message stand out. This will help your brand grow and give your company the awesome look you've always wanted.
Over time, all your hard work will add up, and you'll start getting new clients without even having to run ads or reach out to them. It's like magic for your business!
Now, lots of companies try similar things, but not all of them succeed. It's not because they don't try hard enough, it's because they don't have an easy way to keep making great videos and posts.
I'm going to teach you a cool trick called the content loop. It's like making one big awesome video, and then turning it into lots of pictures and smaller videos to share.
That means you only have to put in the effort once, and you'll have tons of great stuff to share on all your social media.
After that, I'll show you how to pick the best topics for your videos and posts. And then, we'll make a plan to keep things running smoothly month after month. Let's get started!
1. What is the content loop?
The content loop is a very easy yet powerful concept because when you know it, it becomes a lot easier to always produce new and meaningful content.
The core concept is to create a long format video, then from that video, you extract the best pieces – something like four pieces of content out of every video – and then you repackage it and share it across all of your social platforms, to put it graphically, it works like this:
Now, imagine you've got your awesome videos ready to go. And imagine you're going to share them in different places. It's like telling your message to a bunch of different groups of people, but in different ways and at different times.
Here's the really cool part: even though you're showing your message in different ways, the main idea stays the same!
Think of it like a big wheel. Right in the middle is your main idea. That's where you start. You take that idea and make longer posts for places like YouTube, Facebook, and blogs - these places like it when you have a lot to say.
Then, you take some pieces from those longer posts and share them in places where people like shorter stuff. It's like giving them a little taste of your big idea.
And that's how the Content Loop works! It keeps things flowing and makes it way easier to be in lots of different places. You just need to adjust a bit depending on where you're sharing.
When I figured this out, making more and more content felt like a breeze! It's like a superpower for creating awesome stuff to share!
Now that we know this, we can go ahead and start the selection of the topics of the videos, what I always recommend and what we follow for our posting schedule is this.
2. Selection of Topics
To start filling and organizing your work you can use this free Google Sheets We’ve prepared for you:
Now that you are clear on how we are going to organize your production process we will start selecting the topics for your videos and your posts.
The first step is to start thinking about the content you want to create and validating it, the key question I ask myself here is: what problem does my ideal client have? And I work backward from it.
For example, if I am an architectural firm with my niche being restaurant design, one key question would be: what are the new design trends for restaurants in {{my town}}, this is a question that speaks to your ideal customer and you would be there to solve it, so you work from the end backward.
The steps to identify some subjects you can create your content around would be the following:
- Create a list where you brainstorm all of the topics you think would be important for your ideal client and that you have expertise in solving and add it to the sheet:
- Then, download Vid IQ or Tubebuddy to check the volume of searches on those topics, this would look something like this:
- Start writing your results on the list you create and organize the topics from most searches to least searches.
- Don’t worry if there aren’t tens of thousands of searches on what you are thinking to create your content around, remember we are speaking to a very specific customer avatar.
- And choose the ones you feel the most confident talking about to start producing first.
Once you do this, actually go into the searches, and see what other people are creating, this would allow you to get ideas and see what is working based on the views and engagement on the videos.
You can get a copy of this resource we’ve created for you by clicking on this link:
Now that you know the topics of your videos you are going to actually go ahead and record them, so let’s dive into that.
3. Creation of the videos
To create the videos, you should first organize the scripts based on what we have already researched, this would help you keep everything smooth and not forget anything, at the end of this section you will have this table full:
You can access this sheet on the same Google Sheet I’ve shared with you:
The science behind this is to have all your ideas in one place and know how you are going to direct the videos, let me explain to you step by step how to use this table:
a. Headline creation:
Headlines are super important because it is the first thing people will see before they click on your video and the first thing you will start talking about, think about it like a sneak peek of the video.
There are certain principles you can use to create your headlines, try to use at least 2 on the headlines you create, they go as follows:
- Recency: As recent as possible, for example, a market report for the exact month you make the post.
- Relevancy: People pay more attention to stuff that affects them, for example, a homeowner that is looking to sell pays more attention to something that currently affects the home prices.
- Celebrity: This includes celebrity authorities; this can be like famous designers or famous design styles for example.
- Proximity: this is close to home, for example, if you are an architect in Boston, it is better to direct your headline to the Boston community.
- Conflict: these are opposing ideas, for example, marble vs. granite.
- Unusual: these can be things like weird designs or one-of-a-kind properties.
- Ongoing: these are things that are in progress, for example, if you are building a home and you are documenting the process.
Step 1 of the script creation: the Hook and topic.
- Follow the steps on research and analysis.
- Create the headline following the headline principles above.
- When you do the name keep in mind that you should add what the video is going to be about, these are lists, steps, or stories and this should be in the headline to grab the attention.
b. Designing the video:
1. Case study and explainer videos:
There are 2 main types of videos you can create; case studies and explainer videos, the volume should be distributed as follows:
- Case studies/social proof: 35%
- Explainer videos: 65%.
The reason that the videos are distributed this way is that your explainer videos help solve problems of your ideal clients or reply to questions they have, they are more top-of-funnel videos, which means videos directed to people who don’t know anything about you.
Another reason is that with explainer videos you can cover a wider variety of topics and get more eyeballs to your videos.
People don’t need to see many of your case study videos to be convinced you are the right option for them, if you do many case study videos together you may fall short of case studies to show, and we want to have a constant stream of both type of videos to keep the content fresh.
Case study videos must be in the screen recording format, that way you can show images and explain your past projects better.
2. Lists, steps, and stories:
1.Lists:
Lists are things, facts, tips, opinions, ideas, etc. presented one after the other.
Examples would be 5 new trending kitchen designs, 7 ways to know you have the right architect, and the 3 best areas to buy a home in Brooklyn in 2024.
They keep people curious about the explanation of each point on the list, and if you give them a lot of value, people are going to like every point you present.
2.Steps:
Steps are actions that when people complete would lead them to accomplish their goal, if the steps are clear and valuable that person would want to know more to achieve their overall goal.
Steps are actions that occur in order and accomplish a goal when completed. Provided the early steps were clear and valuable, the person will want to know how to do them all to accomplish the overall goal.
Some examples would be 11 steps to designing your dream home, 5 steps to choosing the best custom home builder for you, and 5 steps to design the patio of your dreams.
3.Stories:
Stories describe events, real or imaginary. And stories worth telling often have some lesson or takeaway for the listener. You can tell stories about things that have happened, might happen, or will never happen. All three drive curiosity because people want to know what happens next.
You can tell stories of your past experiences, in the form of case studies or some experiences lived in the past, this would keep people curious and would also create a bigger connection with your audience.
Step 2 of the script creation: Designing the video.
- Fill out the second page on the sheet “Video Topic Research”.
c. Body:
For both of the script types the body is going to be bullet points going over subjects you think are relevant in the video. In explainer videos, they are all of the explanations you have and in case studies they are the questions you have.
For example: If you make a video of 5 kitchen design trends, then you should go ahead and look for the design trends online and have them with bullet points and a little explanation of what you would talk about.
Then you place your investigation on the sheet.
1. Intermission:
In this part you clearly state your offer, it’s like a little space in the middle of the video where you do this, keep in mind:
- The offer should be 1 or 2 sentences MAX.
- Do this around the 33% to 50% mark.
2. Body continued:
Just add more bullet points and wrap up what you are talking about, this would lead people into the outro.
Step 3 of the script creation: The Body.
- Fill up the page “Body of the video” with your ideas and the research you made.
d. Outro:
- You wrap up your ideas and tell them that if they followed what you said they are going to achieve the hook of the video.
- Lead them to watch another video.
- Plug an offer CTA in the form of:
- lead magnet.
- Direct call.
- And don’t forget to subscribe.
Example:
- Wrap ideas: if you follow these 5 steps you will guarantee you have a beautiful bathroom design.
- Watching another video: Now, if you want to know the 12 steps to create a beautiful landscape design then watch this video.
- CTA:
- And if you want to know how to pick the best custom home designer, we’ve prepared for you this completely free 12-step guide so you can make the right decision.
- And if you’d like to design your home based on what we just covered, feel free to book a free consultation on our website and I’d be happy to answer all of your questions and give you more ideas. It’s the first link in the description.
- Really quickly ask them to subscribe.
Step 4 of the script creation: The Outro.
- Fill up the outro page of the sheet with what you are going to do for the outro.
Summary of the steps:
Step 1 of the script creation: the Hook and topic.
- Follow the steps on research and analysis.
- Create the headline following the headline principles above.
- When you do the name keep in mind that you should add what the video is going to be about, these are lists, steps, or stories and this should be in the headline to grab the attention.
Step 2 of the script creation: Designing the video.
- Fill out the second page on the sheet “Topic Research and Video Planning”.
Step 3 of the script creation: The Body.
- Fill up the page “Body of the video” with your ideas and the research you made.
Step 4 of the script creation: The Outro.
- Fill up the outro page of the sheet with what you are going to do for the outro.
Once you have this ready you will find it very easy to go ahead and start the recording process.
And now that you have your videos ready, let’s dive into how to organize and plan all of your content.
4.Organizing your videos and posts – The content scheduler.
I believe consistency is one of the keys to success with our strategy, and I think we have to make things simple and followable to commit to the strategy and make it easy for us to execute it.
This step is going to focus exactly on that, if you can make it simple for you to always be creating new content and you can organize things in a way that is not a headache to create new content every time and you don’t have to over think it, you are going to be able to stick with the strategy.
So, we are going to make it easy and create a smooth process that would allow you to compound over time, and think about it, after 3 months you would have already built so much trust and content that it’s going to be easier for people to buy from you.
The way to make this, is to plan your content ahead of time and have a content schedule, that way you only have to dedicate 2-3 hours per month to researching the topics you would talk about and 1-2 hours per week recording and distributing the content across your platforms.
Plus, when something is already in our calendar it is much easier to stick with it and get it done.
So, the first step of the content schedule is to plan ahead of time, I usually like to plan 1 month ahead and have production ready for 2 weeks, so I always have that buffer time if I’m extra busy one week.
And then you create a content schedule…
A content schedule is basically a place where you schedule all the content you are going to post over a month when you are going to post it, and on which platform.
This looks something like this.
You can see here your main focus is the 4 long-format videos every week, we also have posted for your Instagram, Facebook, and LinkedIn feeds, and you have all the stories to post as well.
The goal is to organize everything and know when you are going to post each image or video and on which platform.
That way you have everything set up ahead of time and you can follow your schedule accordingly to always be creating new content for your audience.
You can get a copy of the content scheduler we’ve created for you by clicking on this link:
If you follow this and you set aside time in your calendar to follow this, I can guarantee you that it’s going to be a lot easier to stick to the strategy and you will have everything organized which would lead to more productivity and less stress to produce all this content.
5.How this grows your brand and brings more clients.
There is a major reason why having a major social media presence is key to bringing more clients and growing your brand. Let me explain.
Imagine having a super strong presence on social media. It's like having a big spotlight on you, showing everyone how awesome you are at what you do. This works in two ways:
- It establishes you as a knowledgeable person in the industry who can provide a very good service.
- It builds goodwill with people.
When you share really helpful stuff, it shows that you're a real pro in your field. It's like being the go-to person who knows all the cool stuff. And guess what? It also makes people like you even more!
Think about it this way: If someone is always sharing awesome stuff about real estate or architecture, and you need help with your home, who would you ask first? Probably that super helpful person, right?
People already know you have all the tools, the information, and they feel they already know you and trust you. This is very powerful because it leads us to the second reason.
You are building incredible amounts of sales assets…
A sales asset is any tool or information that helps you move the sale forward, think about it for a second, why do your dream clients always work with the companies that have the best brands and content?
This is because these companies - your competitors - They've already connected with their dream clients and earned their trust. And you can do the same!
Plus, you know that in a sales process, people need as much information from you as possible, and if you can provide five, seven, or ten valuable assets for them to consume your information, well guess who they’re going to choose to work with.
Another big reason is that when you have valuable content and plenty of sales assets you position your brand as being an expert in the industry, and people only want to work with the best, this is why only a small percentage of companies take the vast majority of the clients.
So, to sum up, when you create content and sales assets, and you share it with your audience you gain their trust and their goodwill, and you position your brand as being the expert in the industry, the go-to company.
Now, this strategy only works when you are constantly sharing the videos and images, both with your client base (people you know) and with people you don’t know (using social media and Google), and that’s exactly why we have created this free guide for you.
This would help you have a complete understanding of how to create your videos and how to share them on your social profiles and with past clients to get more referrals.
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