SHOW TRANSCRIPT

This transcript is automatically generated by Descript.  Any errors or omissions are unintentional.

[00:00:00] Peg Fitzpatrick: The essence of virality is that it’s kind of a fluke that happens. You might be able to catch some trends and you might, you know, be good at strategy, so maybe you have a little bit more, fuel under your fire, if you will, but planning to go viral is not a strategy.

[00:00:15] Peg Fitzpatrick: Unfortunately, it’s just not a strategy that’s achievable. So the SMART goals are ones that you can actually measure. So you could say, I want to increase my, engagement rate this month. You know, set goals that you could actually capture. Hello folks. Welcome to Social Media News Live. I’m Jeff Sieh. And this is the show that keeps you up to date on what’s happening in the world of social media and so much more. Have you ever found yourself wondering what it really takes to make your business shine online? Maybe you’re curious about the methods behind social media success for small businesses.

[00:00:50] Jeff Sieh: Or maybe you’re looking to turn your side hustle into a powerful brand. If those questions are on your mind, well you are in for a treat. The right place. This week, we’re excited to welcome [00:01:00] Peg Fitzpatrick. She has spent years helping entrepreneurs build their brands on social media with confidence and creativity.

[00:01:07] Jeff Sieh: She’s going to be sharing her strategy, some of her top tips for small business success. So sit back, clear your schedule, clear your mind, and get ready for this week’s episode of Social Media News Live. Peg, how are you doing today?

[00:01:19] Peg Fitzpatrick: I’m so good. It takes everything in me not to just start mocking you while you’re doing an intro. We’ve been friends for so long. I’m just,

[00:01:27] Jeff Sieh: You just

[00:01:28] Peg Fitzpatrick: like the little brother I never have. I just am always, I’ve always moved to try to harass you in some way.

[00:01:34] Jeff Sieh: I mean the first thing she got what she sucks. What what’s the deal with your hair? I’m like, well, okay this Yes, we talk about every week and we just have kept in touch over the years. We met We don’t get to see each other in real life anymore because of the conferences, but we do talk quite a bit, but if for some reason you’re just joining the interwebs, let me introduce you to Peg Fitzpatrick.

[00:01:56] Jeff Sieh: She is a social media strategist, an author, [00:02:00] and small business advocate helping entrepreneurs confidently grow online. Her latest book, The Art of Small Business for Social Media, A Blueprint for Marketing Success is packed with practical strategies and tools that empower small businesses to thrive. In the digital space, and she was the first head of social strategy for Canva.

[00:02:20] Jeff Sieh: She played a key role in shaping a brand from the ground up. With over a decade of experience working with top brands like Motorola, Audi, Pinterest, and Google, she brings a wealth of expertise in brand storytelling and digital strategy. Peg’s insight blend creativity with strategy, making social media an accessible and powerful tool for entrepreneurs at any stage.

[00:02:43] Jeff Sieh: Peg, you’re amazing. You know I love you. This is going to be a great show.

[00:02:47] Peg Fitzpatrick: Yes. Yes. Hey, hey, Dustin, I did send you an email. So if you want me to send you something, you better answer it before this is over

[00:02:55] Jeff Sieh: Oh, wow. Oh, good night. So,

[00:02:57] Peg Fitzpatrick: I’m going to the, I’m going to the post office [00:03:00] right after this.

[00:03:01] Jeff Sieh: so, Dustin, get your stuff together and get going.

[00:03:05] Peg Fitzpatrick: But stay live, do that on your phone and watch on your

[00:03:09] Jeff Sieh: something else that’s amazing that you guys want to check out is our friends over at Ecamm. They are the sponsors of this show. You can find out more about them at ecamm. com forward slash Jeff. Use code jeff15 to save 15 percent on your first purchase.

[00:03:21] Jeff Sieh: And by the way, folks, they have got a contest going on right now. They’re actually giving away a M4 Mac mini, a bunch of other stuff. I think it ends like the 24th of this month. So make sure you guys go over to ecamm. com forward slash ecamm. tv forward slash giveaway and enter for your chance to win.

[00:03:41] Jeff Sieh: These Mac, uh, minis are pretty impressive. I. I kind of want one, but you know, I can’t have everything pig. So

[00:03:48] Peg Fitzpatrick: I have, I have two iMacs on my desk. I think

[00:03:52] Jeff Sieh: I

[00:03:52] Peg Fitzpatrick: I’m like, do I need the new pink one? The new pink one is, it’s not a Mac mini, but that the new pink [00:04:00] is. And phone. They’re really pink now.

[00:04:02] Jeff Sieh: Yeah. Jodi has the pink one. We had to get that specially just for, for the pink

[00:04:06] Peg Fitzpatrick: Then the new one,

[00:04:08] Jeff Sieh: Yeah. She has it. We did it for the wedding because we want to take good pictures. So she still doesn’t know how to use it, but it’s, it’s pink and she loves it. So I’m happy for her.

[00:04:16] Peg Fitzpatrick: what more do you

[00:04:17] Jeff Sieh: That’s all you need is a pink phone.

[00:04:19] Jeff Sieh: That’s exactly right. So, let me pull up the, so we’re going to talk, jump right into it. We’ve already got some questions coming in. Uh, Dustin said sent, so his homework is done. We’re going to be talking about social media strategy and planning. And I wanted to kind of just jump right into this peg and say like, what are the key elements to consider When you’re creating a social media strategy for a small business, like what’s the first thing somebody needs to really dive into and think about?

[00:04:43] Peg Fitzpatrick: Gosh, I don’t know. I’m just kidding.

[00:04:48] Jeff Sieh: Here we

[00:04:48] Peg Fitzpatrick: Okay. I will be serious people. I’m sorry. I just have to give Jeff more time. So starting out, starting out as a small business, it is really hard to So this is a great [00:05:00] way to get started. The strategy behind it is that if you’ve just been creating things and posting them, that really isn’t a strategy. So first you need to figure out who your target audience is going to be.

[00:05:13] Peg Fitzpatrick: Everyone on the internet is not your target audience. So if you’re saying, I want everyone to, like for example, my book. This book, this book is for specifically small business right on the front. So everything in it, I geared a hundred percent for small business owners who don’t have a lot of money and don’t have a lot of time.

[00:05:34] Peg Fitzpatrick: If you wrote a different kind of marketing book for people to work at a big brand or to work at a marketing team, like there’s a lot of different focuses that you could have, even on just a book. I mean, I would say, I don’t know what, what’s good for everybody. Just the Bible, not that I’m super religious, but I mean, even a book you can’t say is just for everybody.

[00:05:53] Peg Fitzpatrick: Right? So I think the main thing that, small businesses need to think about when they’re thinking of a strategy is [00:06:00] to figure out who your target audience is, who are these people and how can you talk to them and then create this customer avatar, which talks to who that person is. So say for example, you’re doing social media for your podcast and show.

[00:06:17] Peg Fitzpatrick: So it’s social media news live. This is going to be for people who want to learn social media. Like it’s a specific audience. So you’re tailoring your content towards that person. Which is the next step. You’re going to figure out like your brand voice and then, how you’re going to talk to those people in a language that they’re going to understand.

[00:06:37] Peg Fitzpatrick: So you could save all the questions that people are asking you live and you’ve probably had people in the past say, I don’t understand what social strategy is. So you’re like, wow, I should have Peg come on to talk about social strategy. So going back to Canva, back in the little baby days of Canva.

[00:06:56] Peg Fitzpatrick: Yeah. They had a great product. Now it’s like the [00:07:00] best product. Then it, then it was just like a little baby, but it was good. It was really good. Cause I’m not an Adobe Photoshop user. I have Adobe Photoshop. I’m not great at it. I know you and Dustin. You know, you’re great at it. I have taken classes. I’ve done a lot of stuff.

[00:07:15] Peg Fitzpatrick: It’s still just too much for me. So, Canva, I was good at right away and I loved it. And it was a secret weapon of mine for a long time. And I didn’t tell anybody about it. And then, and then, you know, Guy and I started working for them. And what my job was as head of social strategy was try to figure out how to get people to use this.

[00:07:35] Peg Fitzpatrick: Nobody heard of them. They were this little company in Australia. you know, they had been trying to, they had some fans in Australia that were using them, but they were trying to break into the U S market and now they’re global. But at the time I needed to figure out how to build a community for them.

[00:07:53] Peg Fitzpatrick: So my social strategy was built all around that. How can I get people to use this tool? [00:08:00] It’s easy to use. How can I get people to share it with their friends? How can I build a community was the really important thing. How can I build a community and get people talking about it? So I came up with a hashtag for the company, which was Canva Love, which is still used today.

[00:08:19] Peg Fitzpatrick: More than 10 years later, the same hashtag still has Now it has millions and millions of impressions because it’s viral on TikTok. Everybody uses it everywhere. I picked it because it was had the company name in it, and it was easy to remember and easy to use. So it was easy for people who I, you know, got people to try it and then share their designs with hashtag Canva Love.

[00:08:42] Peg Fitzpatrick: And then I could find them because,A lot of times now people do know to use the at mention to tag somebody. But a lot of times when people talk about brands, they don’t necessarily always tag the brand. So as a brand strategist, I wanted to find all of the things so I could, and then I was doing the [00:09:00] really hard work of just.

[00:09:01] Peg Fitzpatrick: Being online and responding to everything, amplifying every message, sharing things that people created. You know, I was there back in that time. Canva used to go down quite a bit. I’m sure you probably remember Canva would crash if there was an update. Sometimes that doesn’t really happen anymore, but they were new at that time.

[00:09:20] Peg Fitzpatrick: So, you know, I would catch the people having questions or so I really, the social strategy at that point was like. Teaching people what Canva is, teaching people how to use Canva. They, at that time, they still do it. I think when you sign up for Canva, you get like a series of emails and they have like cute little tasks.

[00:09:39] Peg Fitzpatrick: Yeah. It was really, really great welcome sequence before a lot of people did that. By the way, they were very early on the welcome sequence and it would have like little Canva tasks to do. Take the little, put the monkey hat on a monkey. Like it was all

[00:09:53] Jeff Sieh: Yeah, I remember that. Yeah. Yeah.

[00:09:54] Peg Fitzpatrick: Yeah, and it was cute, right?

[00:09:56] Peg Fitzpatrick: so yeah, their, their strategy at that time [00:10:00] was, you know, teach people who we are, teach people how to use us, why they should use us. And I was, and my theory was that people on social media and bloggers could really benefit from it and use it. And now it’s I mean, Millions of people globally cannot live without that.

[00:10:16] Peg Fitzpatrick: and my social strategy did help with that because, it got people using it and loving it. And once you start using a tool, no matter what, if it’s for design or social media or live streaming, if you like it and it fits in your workflow, it sticks. And then you don’t care if there’s anything else out there, you know.

[00:10:36] Peg Fitzpatrick: Like Ecamm, you love Ecamm. You’ve got all your stuff set up. You know, when you go in every week, all the buttons are going to be here. Maybe there’s an update, but they’ll send you emails and let you know we, you know, so you build a trust in a relationship with this brand. And that’s You know, that’s part of your social strategy.

[00:10:54] Peg Fitzpatrick: Yeah.

[00:10:55] Jeff Sieh: So, uh, yeah. Dustin

[00:10:56] Peg Fitzpatrick: that like 10 minutes

[00:10:57] Jeff Sieh: no, that was great. No, no. [00:11:00] Dustin says, crazy how much Canva has grown. I remember when, it was probably the first time we met at Social Media Marketing World, you and Guy Kawasaki were out there handing out Canva credit business cards. So you people would

[00:11:12] Peg Fitzpatrick: found one of those the

[00:11:13] Jeff Sieh: do they still work? They, can I still get Canva credit? Oh, okay.

[00:11:16] Peg Fitzpatrick: no, they stopped the Canva credit guy was really big on giving. I don’t know where it is.

[00:11:20] Jeff Sieh: but it got a lot of people trying out the thing. And that’s another thing with part of the strategy is getting people to use your tool. but we have a great,

[00:11:27] Peg Fitzpatrick: before the pro version that was, you would have to pay for, elements and photos.

[00:11:33] Jeff Sieh: So this is a great question from Ralph. He says, how much should someone expect to pay to have someone effectively create and manage Their social media strategy. So Ralph has got a podcast. He also is an accountant and he’s, he’s doing a daily, uh, a podcast and also a video once a week video show as well.

[00:11:53] Jeff Sieh: So keeping that in mind, like what’s the range for somebody who wants to have help with [00:12:00] that?

[00:12:00] Peg Fitzpatrick: That’s a really hard question. Cause there is a really big range. There are people who are pretty affordable though, that you could get for like a couple hundred dollars a month. It’s a, it’s a lot of work to be honest. I mean, you’re asking like a social strategist. So, I mean, it is a lot of work to manage client stuff.

[00:12:16] Jeff Sieh: would

[00:12:16] Peg Fitzpatrick: Like I said, you can, you can find people that are just work a couple of hours a work a week, like a, like a virtual assistant. So you’re like sharing that person with other people, and then you can pick the dollar amount and the hours say like, I have three hours a week that I can have you do things. And then, so you can do it that way to make it fit your budget.

[00:12:35] Peg Fitzpatrick: If you’re going to go, you know, Find someone to say, I want you to do all of my social strategy, create all of my graphics, do everything for the podcast. It’s going to add up and it’s going to be expensive. I

[00:12:45] Jeff Sieh: It’s going to be a full, it’s a full time job actually to do something like that.

[00:12:49] Peg Fitzpatrick: but if you don’t have a ton of money, you can find People who do virtual assistants, things that you’re just getting part of their time.

[00:12:56] Peg Fitzpatrick: And then you could do that for a couple hundred dollars and see how it [00:13:00] goes. Those people, you kind of have to do the social strategy piece of it yourself, because when you have a virtual assistant, they’re doing what you tell them to do, which makes it a little bit different. So if you know, You have a podcast.

[00:13:14] Peg Fitzpatrick: It’s a daily podcast. It’s about finance. You know who your audience is because you want to hit people who need financial help or questions. so you can give them some of the information, like this is my target audience. This is how I want to do it. And then you could go into AI and have them help build you a social strategy.

[00:13:33] Peg Fitzpatrick: The caveat with that is you do still have to know what you’re talking about because AI cannot create a whole strategy for something for you. It could, but you don’t know if it would be right. So you want to use some guidelines. Well, it’s true, right? I mean, AI is great, but you have to tell it the right thing.

[00:13:50] Peg Fitzpatrick: So you could do something. Oh, I had another book I could use, but I’m not going to go grab it because I’m here with you guys. Um, so. Donald Miller’s Story Brand is a really good [00:14:00] book to kind of get like the foundation of like how to tell the story of things. So you could read something. My book could also help, you know, to help you figure out what your social strategy is.

[00:14:10] Peg Fitzpatrick: And then, because, because I really don’t think you could hire someone to do all of your marketing and everything for you. If you have no idea. Who your audience is, you, the other person isn’t going to be able to figure that out either. So you really do still have to do some of the work and figure out who your brand is and who you want to reach to hire.

[00:14:32] Peg Fitzpatrick: And then you have to be able to tell people that, like as a podcast, I feel like, you know, it’s finances. So LinkedIn would be a great place to share it, you know, or wherever, like that kind of thing. I feel like you still need to have a base for what you want. To have them do, because I’ve seen instances where small businesses have hired people, and you probably have too, where, you know, they hire someone and they have no idea what social media is or what, what the strategy is or what they’re [00:15:00] trying to do.

[00:15:00] Peg Fitzpatrick: They have no goals for it or anything. And so they hire someone and that person is just kind of making things and posting it and it doesn’t help. And then they say, social media doesn’t work. I paid someone and they, it didn’t work at all. I didn’t grow my account. I didn’t, you know, And they weren’t posting things that worked, but they didn’t realize that the person that hired them did not realize that, and they don’t even know what to check.

[00:15:24] Peg Fitzpatrick: So if you are going to hire someone, I’m just going to stay on this for another, another second. If you do hire someone, you want to know for sure, like what your goals are. So you would create, you know, I want to just don’t say like, I want to make my account. I want 10, 000 followers. Really don’t pick some big number and say that’s it because just followers is that really going to help you.

[00:15:43] Peg Fitzpatrick: You also want engagement and you want reach and brand awareness. And, and so you want somebody who’s going to work for you and also send you a report every month because you’re paying them. It’s totally fair to get a report. with what they did that month, how many things they [00:16:00] posted, what the reach was, all that kind of things.

[00:16:02] Peg Fitzpatrick: And if they use something like Agorapulse, they can easily send you a report. I’ve done, I had a client that I worked for for a couple of years that I used to do Agorapulse reports and send them. Some people don’t care. I worked for a guy forever, Guy Kawasaki, and he’s not a report, like stat kind of person.

[00:16:20] Peg Fitzpatrick: He’s more like looking at the post and am I getting, are people commenting or not? that’s an, is my follower growing and is my engagement growing? And he’s not wrong. Cause the engagement is very, very important and that’s all, he doesn’t want to look at all the stats all the time, you know, and to be honest, I’m more like that as well.

[00:16:38] Peg Fitzpatrick: I’m just like kind of in the moment. I like, I like to look at reports. I use Plan, the Plan app, and they send you like a monthly report on what your stuff is doing. I like to look at the stuff they share, you know, it tells me what my engagement, what rate is, what the most engaging posts were. So, using a tool that helps with those things is great.

[00:16:58] Jeff Sieh: Right. So Ralph, I [00:17:00] know kind of your business, and a couple of things to kind of break down. I think what Peg said is you probably need somebody to give you overall general strategy for your specific business, like a strategist. Or you could go and say, I know I’m doing a podcast. I know I’m doing this live show.

[00:17:12] Jeff Sieh: I need help with somebody to help me create shorts because I want to grow the YouTube part of my business. And then that could go to TikTok and Instagram as well and all that kind of stuff. So let’s talk offline, Ralph, because I have some ideas for you on your, on your next question. But I wanted to, uh, I wanted to, pull up Tech Troublemaker.

[00:17:29] Jeff Sieh: He goes, he’s excited for the book. I am a solopreneur and just not ready to let go of anything to my own detriment. I am sure. So what do you

[00:17:39] Peg Fitzpatrick: I would say not necessarily because I feel like, he knows what his stuff is, right? I feel like small business owners superpower is the fact that they are so passionate about what they do, and they feel like they can’t let go of it. I have also had the similar problem. I have worked with Different VAs and different people.

[00:17:58] Peg Fitzpatrick: And it’s hard, [00:18:00] especially like with graphics. Cause I know what I want mine to look like. So I’ve even like done templates with people and sometimes they’re okay. But I feel like if you have the time to do it for your small business, that it’s great if you do it. And maybe you could have farm out parts of it.

[00:18:14] Peg Fitzpatrick: Like maybe you’re great at the design piece, but maybe you want someone to help write the text that you want. So if it’s, if it’s not weighing you down too much, I feel like small business owners, you know, really know what they’re talking about when it comes to their business so that I feel like shines through once they figured out what their, how to get their brand online.

[00:18:37] Jeff Sieh: So let’s talk about one thing specifically in your book and you can find Peg’s book. It’s available for pre order. It comes out what, next week? Is that when it comes

[00:18:44] Peg Fitzpatrick: Next Tuesday. Yep. If you order it now, you’ll get it right away because I ordered, I ordered from bookshop. org and it’s going to come tomorrow. I don’t know how they can ship it out early. I don’t think they’re really allowed to, but they are.

[00:18:56] Jeff Sieh: Oh, so for you guys listening, it’s pegfitzpatrick. com forward [00:19:00] slash small business social media book. A lot of dashes, but it’s really easy. pegfitzpatrick. com forward slash small business social media book. That’s where you can go find it. I have seen the book and it’s amazing. And I want to talk about that really quick.

[00:19:17] Jeff Sieh: So one of the things in your book, you talk about smart goals. So how can small businesses effectively set. And achieve those SMART goals for their social media campaigns. Mm

[00:19:28] Peg Fitzpatrick: So SMART goals. I mean, I didn’t invent the SMART goals thing. That’s I don’t even know who did. Someone did. I think if, if there was an exact source, it is in my book, but it’s the SMART measurable, like that whole acronym thing for your goals. So basically it means that you’re going to set measurable. If you’re just saying like I said at the beginning, I want to reach everybody and I want more, I want to go viral like those are not smart goals because you can’t reach everybody and also if your goal is to go viral on social media, you’re going to fail [00:20:00] because it’s impossible to do that.

[00:20:02] Peg Fitzpatrick: Plan to go viral. The essence of virality is that it’s kind of a fluke that happens. You might be able to catch some trends and you might, you know, be good at strategy, so maybe you have a little bit more, fuel under your fire, if you will, but planning to go viral is not a strategy.

[00:20:19] Peg Fitzpatrick: Unfortunately, it’s just not a strategy that’s achievable. So the SMART goals are ones that you can actually measure. So you could say, I want to increase my, engagement rate this month. You know, set goals that you could actually capture. Like I, you know, and, and also having too many goals at one time is makes it too hard.

[00:20:39] Peg Fitzpatrick: So, you know, I want to grow my email list. if you’re a small business owner and you’ve been focusing on social media, maybe you haven’t really gone into email marketing, but email marketing, even though it’s not specifically social media, I do talk about it in the book because email is so much better at reaching people these days.

[00:20:57] Peg Fitzpatrick: There’s, there are some algorithms [00:21:00] in your, even in your Gmail and your Outlook, like they put stuff in spam. Like there are some kind of things that happen, but for the most part, if you get people’s emails, you have a much better one on one chance of like sending them something and they’ll check it and they get the email.

[00:21:14] Peg Fitzpatrick: So you want to build your email list. That’s, that’s the way to go. That’s a totally worthy goal for your social media. So then you would figure out, okay, want to grow my social media? What are my email lists? What are, what’s the steps to do that? So like, why are people going to give you the email? Are you going to promise to send them weekly tips?

[00:21:31] Peg Fitzpatrick: Are you going to create an AI prompt? If you’re Dustin, you could create special, personas that are only for his email list that he could, you know, so you create something of value that has to do with your business and then you would be like, okay, we’re going to give away X. Oh, there’s Jeff’s code.

[00:21:50] Peg Fitzpatrick: If you guys, if you guys haven’t, well, we’ll just, just do a little pitch for, um, Dustin’s

[00:21:55] Jeff Sieh: Oh, we do it every week. It’s nothing, it’s nothing new. So, yeah.

[00:21:58] Peg Fitzpatrick: Yeah. Oh, well, you [00:22:00] guys have already heard it. If you’re not there, shame on you. You should get there because it is a very, very helpful product. so that, that is something, to be honest, you could ask that in AI.

[00:22:09] Peg Fitzpatrick: My business is I am a financial, you know, I’m doing accounting. How could I grow my email list? What kind of things could I entice my followers with? Or people, you know, to get it, you could create some kind of download, like, 10 Things To Do During The Year So You Don’t End Up With A Shoebox Full Of Receipts And An Accountant That Hates You.

[00:22:30] Peg Fitzpatrick: You know, you could just, you can just create things that are a little, have a little snappy name to it. And then it’s a download so that, and people are very comfortable now with exchanging like value for the email address. And then don’t abuse it once you’ve got it, then you’re just going to nurture that email list.

[00:22:45] Peg Fitzpatrick: Jeff likes to send a weekly email. I try to send an e mail. I don’t know. I think I did send one this week. I’m like, so in book launch mode, I’m like,

[00:22:53] Jeff Sieh: I do two. I do two, Peg, every week. Two. Look at me.

[00:22:56] Peg Fitzpatrick: I get both of yours? I know I get your Friday one. I get your [00:23:00] Friday one every

[00:23:00] Jeff Sieh: You should get the other one too. It’s, you just probably ignore it. That’s

[00:23:03] Peg Fitzpatrick: do. Is it Tuesdays?

[00:23:04] Jeff Sieh: Tuesdays is one, and then Friday’s for the show.

[00:23:07] Peg Fitzpatrick: Okay. So then I do get both of them and I read them by the way.

[00:23:10] Peg Fitzpatrick: I always do. I read from top to bottom and I know you, so it’s not, you know, uh, but I like them. So they’re good. I do have some people and you have that people. Everybody has. People that they get email from that they absolutely love. Ashlyn Carter is someone, someone else. I always read her email. She, her, her name is Ashlyn writes on Instagram and she is an amazing YouTube channel.

[00:23:33] Peg Fitzpatrick: She’s a conversion copywriter and she teaches people how to write language that helps convert. So even though I do social media, I learned so much from her because she focuses on the conversation. The conversion piece of things. So even if you’re an expert in something, we still need to find other experts to help us learn things.

[00:23:52] Peg Fitzpatrick: So anyway, going back to the SMART goals. So, you know, think of things that are specific and measurable. They’re not just [00:24:00] vague and. Because you’ll never be able to reach vague and broad things, but specific things. And then say, you know, I want to grow. If you’re just starting out your list, I want to try to get 50 email subscribers and then just really work on that.

[00:24:14] Peg Fitzpatrick: I right now, I just keep creating, lead magnets and I’ve updated mine. I have a bunch of now when people go to my website, they’re like, you have so much free stuff on your website. Cause I have yeah. Five or six really good lead magnets. So there’s a choice. And a lot of times people, when they’re there will grab more than one, even, which is totally fine.

[00:24:34] Peg Fitzpatrick: They go on your list once, and you know. you want to give people lots of value in your social media and your website. So they come back and they’re like, wow, if she gives that. This thing away for free. Imagine what’s in the book that, you know, what can I learn in her book? Cause I got this one, one of the popular ones I have now, I had a 50, CTAs lead magnet, and then I bumped it up to 300 calls to action.

[00:24:58] Peg Fitzpatrick: So it’s a PDF that gives you, you [00:25:00] know, Three, how to use a call to action, what it is, and then 300 different choices that you can kind of like play with and use. Because that’s a piece where sometimes even me doing social media, and you do it all the time too, you get sick of, you can’t just use the same call to action all the time.

[00:25:16] Peg Fitzpatrick: You like, you need to make it interesting and good. ’cause people just, if you read the same phrases too much. People just tune out

[00:25:24] Jeff Sieh: And, and, and that’s a great thing for using AI as well. And it was funny when you were talking about, uh, Dustin says, Ooh, be right back while I go create some custom personas for, uh, an email list. Which would be a great thing because, uh, we talk about email lists a lot on here. We have some great people.

[00:25:39] Peg Fitzpatrick: And this is another, and, and, and, Dustin even says he reads my emails. That is so nice. See, we, we reach your

[00:25:45] Jeff Sieh: yeah. Oh,

[00:25:45] Peg Fitzpatrick: and, we’re your friend. We’re, we don’t even have to

[00:25:47] Jeff Sieh: you know, that’s right. so I want to give a shout out to Nazeem, uh, one of our Google Plus buddies. There you go, Chris Stone, all the way from Milan. Great to see Peg here. Thanks, Jeff. Thank you, Nazeem, for tuning in.

[00:25:59] Peg Fitzpatrick: [00:26:00] From Milano. They call it Milano in

[00:26:02] Jeff Sieh: just in Italy a couple of weeks ago, uh, Nazeem, I’m sorry, I didn’t, I was gonna email you and I just, it, it was for a wedding and it slipped my mind. But here’s a

[00:26:09] Peg Fitzpatrick: I love Milan. Wait, aren’t we just gonna talk about Italy?

[00:26:12] Jeff Sieh: no, we gotta get back to the text. So, uh, Ralph says, I feel like the overall issue is discoverability in the first place.

[00:26:17] Jeff Sieh: How do we get in front of people to even share a social media or email strategy? What do you recommend? That’s a great question.

[00:26:23] Peg Fitzpatrick: to share a social media or email, you mean? So they can, so he means, so he can use it,

[00:26:28] Jeff Sieh: just get discovered. Like how, you know, you know, it’s discoverability in the first place. How do we get in front of people to even. You know, share social media stuff. Like, what do

[00:26:37] Peg Fitzpatrick: Okay, so, you have a podcast. This is your biggest piece of, that’s your hero content. I call like your big thing, your hero content. So you create, you’re doing daily podcasts, which, Ooh, good for you. That’s a lot. So you’re creating your podcast and that is what is going to lead people to you. So you want to make sure I have not listened to your podcast.

[00:26:58] Peg Fitzpatrick: So I’m going to give, I don’t know if you already [00:27:00] do these things, but you want to make sure you’re letting people know, like, this is my podcast. But hey, I also have this website and I also send out my podcast every week. So if you loved this and you want to hear it, make sure you sign up for my list. So with podcasts, you have to do vocal reminders for things.

[00:27:17] Peg Fitzpatrick: So you’re doing calls to action and you can record a variety of them and insert them in different places, you know, but you have to tell people. You can’t assume that they’re going to read things if you’re on a podcast. So you’re going to tell people, go to my website, blah, blah, blah. com. And I’ll share, you know, the transcript to this.

[00:27:37] Peg Fitzpatrick: I gave you a lot of tips. It was a lot of information. I have the transcript in the show notes. So go read that. And then, cause you’re encouraging people to subscribe. But also you have the podcasts and the subscriptions, but you don’t really own either of that content. So it’s really important. So you grab those email addresses so you can create your signups, put them in your show notes.

[00:27:59] Peg Fitzpatrick: You just really [00:28:00] have to concentrate on. Where can I grab these people while they’re listening? So the value that you’re providing live is awesome. You’re creating show notes, I’m assuming, because those are fantastic to do in AI. So take your podcast, get the transcript, create really great show notes, and then SEO for your podcast and your content and everything.

[00:28:22] Peg Fitzpatrick: So you’re just going to have a couple of keywords that you’re going to hit all the time in your titles, in your descriptions and all the places that, and then You will fight, you will come up in search because you’re talking about all this interesting stuff. So that’s going to be the discoverability piece is you’re creating this great content and then you’re adding the SEO into it plus the calls to action.

[00:28:46] Peg Fitzpatrick: Then you’re going to get them onto your email list from those things. You know, you’re going to send out, You don’t want to email people every day with your daily podcast. I feel like that would burn people out. But Fridays, you could do a recap email with a little [00:29:00] summary of the five shows with a link to them and just share something else in that too, and just come up with a Friday format with like you know, the shows and a little short.

[00:29:11] Peg Fitzpatrick: You know, thing and then maybe two other things that are interesting to you.

Marker

[00:29:16] Jeff Sieh: So,

[00:29:17] Peg Fitzpatrick: What do you, what do you think about that, Jeff?

[00:29:18] Jeff Sieh: so one of the, yeah, podcasts, one of the things, it depends on your platform, Ralph, I can’t remember what you’re on, but like Captivate lets you go through and use a dynamic insertion. So you could actually have a call to action at the beginning, you know, a mid roll and then at the end, and you could go in and change that up every week with new calls to action for, you know, your accounting business or whatever to sign up for something else.

[00:29:39] Jeff Sieh: He does

[00:29:39] Peg Fitzpatrick: Different times of the year. So say it’s, you know, you’re, we’re coming up to the end of the year, you

[00:29:44] Peg Fitzpatrick: know.

[00:29:44] Jeff Sieh: Yeah.

[00:29:45] Peg Fitzpatrick: Well, he, if he’s doing taxes and accounting, you

[00:29:47] Peg Fitzpatrick: know, it’s already, it’s already time to get your stuff together. So this is a time when you need to find and book your account and otherwise your SOL

[00:29:54] Jeff Sieh: Yeah, it’s so depressing. Anyway, okay, but Ralph isn’t depressing. He’s great. so but he does he goes [00:30:00] I get it But it’s about the discoverability thing again. I’m doing real shorts postings, etc But do you recommend doing something like Facebook ads to get the ball rolling? So

[00:30:07] Peg Fitzpatrick: Hmm.

[00:30:08] Jeff Sieh: I think Ralph 2 is like, it takes time.

[00:30:10] Jeff Sieh: It’s like, there’s no, no matter how much money you throw at it. it’s, it’s still a time issue and discovering your audience and the perfect audience for you. Wouldn’t you agree,

[00:30:19] Peg Fitzpatrick: I, I would not do Facebook ads. If you’re doing reels and you’re already on Instagram, I would maybe do some Instagram, ads. It’s really hard to grow your audience through ads. I do get more engagement every once in a while. I’ll boost something that I have out there. if you are going to do ads, there’s a lot of great places to learn how to do them.

[00:30:39] Peg Fitzpatrick: Learn a little bit before you dive into them because you can waste your money if you don’t really know what’s going on. Or to be honest, that would be a place to hire someone to create some Instagram ads for you because the back end of Facebook is

[00:30:54] Jeff Sieh: Oh,

[00:30:54] Peg Fitzpatrick: very dark.

[00:30:55] Jeff Sieh: well, well, it’s clunky. It’s very clunky and it’s not easy [00:31:00] to do. Um,

[00:31:01] Peg Fitzpatrick: waste your money if you’re not targeting things properly. So you could hire somebody to create like the target audience and do pieces of it and then create things to go in there. Cause it is, it’s a very exact science, again, like conversion

[00:31:14] Jeff Sieh: and it changes a lot. It changes a lot too. Yeah,

[00:31:18] Peg Fitzpatrick: yes, you could, you could do Instagram ads, but I would definitely do research before doing it.

[00:31:24] Jeff Sieh: but mostly Disney, uh, Disney watching over on YouTube says it’s very difficult to be patient. I want an Oompa Loompa now. Yes. I feel the same way. I want an Oompa Loompa now. let’s, I want to jump into this next thing. Cause this kind of ties in. To what we’ve been talking about. So Peg, what types of content tend to perform best on different social media platforms?

[00:31:42] Jeff Sieh: So you’re in your, your fingers are in everything, you know, what, what works mostly. So, and this changes, like these are trends and these change. So what would you say, why don’t we just run through the, like the major platforms and you kind of say what content tends to be trending best on those [00:32:00] platforms.

[00:32:00] Jeff Sieh: Let’s start with Facebook.

[00:32:01] Peg Fitzpatrick: The major 18 platforms,

[00:32:03] Jeff Sieh: Exactly.

[00:32:04] Peg Fitzpatrick: I’m sorry, start with who?

[00:32:05] Jeff Sieh: Facebook, do Facebook first.

[00:32:07] Peg Fitzpatrick: Facebook? knows? Who knows on Facebook? I have to tell you, every Facebook page is different, so it is very hard to tell what works. My Facebook page that I’ve had for, I don’t even know, 15 years, if, if it’s been around that long, 12, something like that. My Facebook community specifically likes Daily mantras.

[00:32:26] Peg Fitzpatrick: They like positive quotes and I do post other things, but my community really loves them and I don’t post them everywhere else because they don’t do as well and they could come off as weird. But if I am not posting them, then I have people say, where are they? Like what’s going on? Why don’t I have, and it’s a very interesting group of people and shout out to, this is on my Facebook page live right now.

[00:32:48] Peg Fitzpatrick: So hi, if you guys are watching, leave a comment because I want to know. Did you watch a live video and are you only here for the daily quotes? Cause I know you are, but it’s even like, it’s even people from [00:33:00] like high school people that I like, it’s a very interesting group of people that, and they specifically like mostly that.

[00:33:06] Peg Fitzpatrick: And I used to do live videos there. but Facebook, I feel like, I feel like it’s so hard to do anything and grow there that I never, I hardly recommend people to use that as

[00:33:16] Jeff Sieh: It takes six. So, so actually the most clicks I get on, on my links are from Facebook and I go pretty much everywhere.

[00:33:23] Peg Fitzpatrick: And that is that, do you feel like that’s because you’re live? You get the most

[00:33:26] Jeff Sieh: but I’m, I don’t know, maybe, I mean, the thing is, it takes, I think everybody has to experiment. Like you just don’t know because, you know, everybody says, don’t put links in your posts and we share clips and everything every day, but that’s what people are clicking on.

[00:33:38] Jeff Sieh: And so I’m like, you have to, there’s best practices and always take the gurus who are telling you what to do as what has worked for them and it’s got them where they’re at, but it may not work for you. You have to experiment and try things or hire somebody who will do it for you because it is trying to figure out, like you said, Peg, what is your page?

[00:33:56] Jeff Sieh: What’s, how’s it going to resonate with other people?

[00:33:59] Peg Fitzpatrick: So, so for [00:34:00] example, like you say, you can, you can just connect things and auto post things, but face Instagram and Facebook. Hello. Same product. They’re all meta products. Hi Shannon.

[00:34:09] Jeff Sieh: yeah, he’s switching it and it, he shocks his earning revenue by sharing memes, so. You never know.

[00:34:15] Peg Fitzpatrick: You go, Shannon. I like that. I’m going to start doing something. so for example, Facebook and Instagram, same product. They’re both meta products. When I create, a reel on Instagram, it shares horribly, automatically shares horribly to Facebook from a vertical to a small rectangle. So, if you’re going to do Reels and you want them on Facebook, you actually have to share them separately, which is one thing that I haven’t done yet, because I need to do that.

[00:34:44] Peg Fitzpatrick: But Facebook, you would think Instagram Reels would go seamlessly into a Facebook Reel and be a beautiful vertical video, but it’s not.

[00:34:53] Jeff Sieh: Yeah.

[00:34:53] Peg Fitzpatrick: it would,

[00:34:54] Peg Fitzpatrick: but it’s not. Everywhere else, everywhere else you can share like the vertical video kind of things. [00:35:00] So, yeah, for Facebook, you have to upload them separately.

[00:35:02] Peg Fitzpatrick: The auto sharing does not work from Instagram. So Facebook is a little bit more work, but like I, you know, if you have a good social following there, you can play around with it. Like Shannon did with his, and maybe we’ll put a link to Shannon or Shannon put a link in the comments to your page so people can check it out.

[00:35:18] Peg Fitzpatrick: But I mean, and. A caveat with that is you’re the best, Shannon. a caveat with that is what works on Shannon’s page and my page might not work on your page. So it does take a little bit of trial and error, but once you have something that people like, they like it. So I work really hard on my, my daily mantra quotes, you know, to keep them like with the season and what’s going on and, you know, taking the temperature for the social world out there.

[00:35:45] Peg Fitzpatrick: and I do work on those. And it seems kind of stupid, but it’s not because the people, people really like it. So if it makes somebody feel better or happier that day, like that makes me happy that they like it.

[00:35:57] Jeff Sieh: So I want to go into another kind of [00:36:00] businessy question. How can business leverage user generated content? You see this thrown around UGC. To boost engagement and build community. So,

[00:36:10] Peg Fitzpatrick: we skipping, are we skipping all the other platforms and going

[00:36:12] Jeff Sieh: Oh, that’s right. Well, I’m sorry. Yeah, I’ll go to

[00:36:14] Peg Fitzpatrick: Okay, wait, I’ll do them quicker. I’ll do quicker. I’ll go quicker than that one. So Instagram, Instagram Reels are the most popular thing right now. Carousels are also popular. You can do up to 20. I can still only do 10. So check to see how many pages you can add before you create a carousel because I created a beautiful carousel.

[00:36:33] Peg Fitzpatrick: 20 slide carousel that then would not share. So I was like, thanks a lot. and Instagram stories are really great for the day to day things, the quick, the quick things like what’s going on and just don’t do like 20, like millions of Instagram stories. Keep it like three to five Instagram stories. Don’t have a zillion dots up at the top because they feel like that people tune out from that.

[00:36:57] Peg Fitzpatrick: So that’s what works on Instagram. And [00:37:00] also you can do like many chat and do set up automations, which is a whole other show. You’ve probably had, have you had people coming on and

[00:37:07] Jeff Sieh: Not yet. We need to do that. There’s a couple that I have on the radar. Yeah.

[00:37:11] Peg Fitzpatrick: It’s super helpful and super great for engagement and you can share valuable information.

[00:37:16] Peg Fitzpatrick: So. So for, Ralph, who has his podcast, he could set it up. So every time he shares a podcast on his Instagram, he has a certain, like an episode number, Amy Porterfield use her as her episode number. And that’s the call to action. you know, talk a little bit about it, say, go to episode, you know, three 21, and then you can automatically send that to people in direct messages.

[00:37:38] Peg Fitzpatrick: So that tells Instagram, Oh, this is important content because there’s comments and they’re getting, Direct messaging, talking about it, so it helps with social cues. LinkedIn right now, you can share your vertical videos there, which is really awesome. And, carousels work really well there. So you create your carousel and you save it as a PDF and you can share that there.

[00:37:59] Peg Fitzpatrick: [00:38:00] Twitter slash x is a dumpster fire, so no.

[00:38:03] Jeff Sieh: but you’re big on threads though. I know. And I,

[00:38:05] Jeff Sieh: I

[00:38:05] Peg Fitzpatrick: love threads.

[00:38:06] Jeff Sieh: Yeah.

[00:38:07] Peg Fitzpatrick: I do love threads. I’ve been there since the beginning. I have like 6, 000 followers there, but there is a mass exodus for everybody going to blue sky right now because everybody is like no more billionaire owner kind of deals. But I’m kind of like, I don’t know.

[00:38:24] Jeff Sieh: Stephen King just came on And he’s loving it and he’s also obviously hilarious. So, So is there a type of content that works the best on threads?

[00:38:33] Peg Fitzpatrick: those are more text based, not necessarily links to anything and not even necessarily videos. Kind of like a hot take kind of thing is good or on a specific topic. And then a lot of times they have things where It’s kind of like a thing and then you can change a few things in it and make it your own.

[00:38:50] Peg Fitzpatrick: And you like share the other person’s thing. So it’s hard to explain what that is. That didn’t make that much sense, but I’ll, I’ll find an example and share it in the comments so you can see [00:39:00] it. But it is a, it is a community. You can only use one hashtag per post. and you just find the people that are talking about what you like for the most part, I love it.

[00:39:09] Peg Fitzpatrick: I went to blue sky and three scrolls down, I had porn. And so I was immediately like.

[00:39:14] Jeff Sieh: Yeah.

[00:39:15] Peg Fitzpatrick: what I kind of hate you. So thanks. I don’t want to see that.

[00:39:18] Jeff Sieh: yeah, that’s not cool. So, this is a great question from Dustin. He says, is content creation still valuable? Curation. Yeah. Curation. Did I say creation? Curation.

[00:39:29] Peg Fitzpatrick: creation. Creation? Yes. Curation? I would say no. Sadly, and that’s one of the things that Guy and I talked about a lot in Artist Social Media Power Tips for Power Users is because content curation used to be very popular and you could just pick a lot of things on your topic. For you specifically though, Dustin, you’re talking about, you have an AI tool.

[00:39:53] Peg Fitzpatrick: I feel like you could do curation and finding articles that are created and, you know, [00:40:00] really valuable resources. Talking about AI that you could share. And I feel like in your instance that it definitely would, if it’s really specific to your industry, then yes, I think you still could, but you can’t base your whole platform on it.

[00:40:14] Peg Fitzpatrick: Like you used to be able to.

[00:40:16] Jeff Sieh: so let’s go now that we’ve talked about kind of the platform. Let’s go into the, um, the user generated content because could Dustin potentially use like images that are created with Magi and the APIs and all that stuff from other people and then reposted to his platform saying, hey, they made this with Magi.

[00:40:32] Jeff Sieh: Is that what you’re, when you’re talking about you, you, you, user generated content for companies, what you’re talking about?

[00:40:38] Peg Fitzpatrick: Yes, so user content is fantastic. and yes, Dustin could use that because he would get people to share, you know, something that they created. I would use made in Magi for him because I feel like that would be easy to remember. I used, I think I used, I have done, I think I did do one for Canva like that, but, you know, so it says it’s made in there.

[00:40:59] Peg Fitzpatrick: And then, [00:41:00] You could even do like, contests for that or giveaways for that. Like have people create stuff, you know, share something that they created and they can earn like a free year of it.

[00:41:09] Jeff Sieh: Yes, I

[00:41:09] Peg Fitzpatrick: create a contest. Yeah. Right. So create a contest around the user generated content, have a hashtag like Made in Magi.

[00:41:18] Peg Fitzpatrick: Isn’t that good? I actually really like that, Dustin. I hope you use that because it’s got good, it’s got good alliteration in it because you remember it. It’s easy to remember. and then that will give you engagement giveaway posts still do really, really well on Instagram for engagement. Uh, you know, comment this and tag your, you know, tag your AI bestie or tag someone that you know needs to learn AI, like something like that.

[00:41:42] Peg Fitzpatrick: even, using Something like many chat to share custom things that he’s created, like personas, custom personas that can then be used, like these aren’t public, but if you want my top secret stash, get on my email list, like that kind of thing is really good. So [00:42:00] UGC that user generated content is.

[00:42:02] Peg Fitzpatrick: Excellent. I’ve had some brand pitches to do product review kind of things, and they’re like, you don’t even have to post it on your social media, we’re going to use it as user generated content. an example of that, there was this product a year or two ago. It was a Peter Thomas.

[00:42:20] Peg Fitzpatrick: Skincare product where you like put it on and it like makes your wrinkles basically invisible. And it does really, it actually is a really great product. And this lady, I got it cause I saw it, but anyway, she. Because they sold that product better than anything they ever did, because she was like an older lady and she just patted it on and then like real times she stayed on camera showed how they disappeared and then that stuff was like, sold out everybody.

[00:42:46] Peg Fitzpatrick: And they ended up buying that from her to get the rights from it. Thank you. And even in the store, like at Ulta, they had a little clip of it. Like this is the viral stuff that this lady, that this lady did. So, brands are really [00:43:00] taking notice of user generated content to the point that they want you to create it for their things.

[00:43:05] Peg Fitzpatrick: I saw a clip,

[00:43:07] Jeff Sieh: I was going to say, influencers, they’re doing that, just, that’s their business, they create stuff for brands, they don’t even put, like you said, on their platform, they’re creating it for other people.

[00:43:16] Peg Fitzpatrick: Yeah. So it can go both ways. Sometimes brands will, well, they, you always have to pay people lead. The legal thing is you always need to be paying those people. That doesn’t always happen. Sometimes they’re paying you. They want you to post about it and they don’t want to pay you, which is not following the FTC guidelines.

[00:43:33] Peg Fitzpatrick: I feel like I always have to say. But, yes, user generated content is amazing. don’t just grab something from someone’s social post without getting permission, just send them a message and say, I really love this. Is it okay if I share this to my store, to my Instagram? you can share things in stories though.

[00:43:53] Peg Fitzpatrick: Like if it’s somebody’s post or somebody’s story, you could share that in your brand stories without getting [00:44:00] permission because it’s their whole post with their name on it. So that’s a really like low.

[00:44:05] Jeff Sieh: Lift, yeah, that’s

[00:44:06] Peg Fitzpatrick: Little lift. Yeah.

[00:44:08] Jeff Sieh: So this is a great question from Nazeem, he says this, he says, How does PEG see the future of website blogs with all these changes occurring? SEO, like now with the, you know, the automated snippets that are going on. What do you think? This is a great question, Zane.

[00:44:24] Peg Fitzpatrick: It is. I think it’s a lot harder to be a blogger now, but I will say that I have a blog that I’ve had since 2011 maybe. I’ve gone through periods of not posting as much, but I did post probably a good I’m a blogger. I’ve been blogging for about eight or nine years every Monday, light clockwork.

[00:44:41] Peg Fitzpatrick: Now I don’t post as frequently. I am currently posting every week, but I now instead of posting new things, I’ll go back and update posts a lot that are like I’ll use Google analytics. So the strategy has changed for blogs. It used to be you would post a lot of new content all the time and that was what helped you.

[00:44:59] Peg Fitzpatrick: Now you [00:45:00] can find articles that in your Google analytics that are doing really well. You can update all those posts, make them better. Google’s doing everything they can to not have you click through to blogs anymore. Like you said, with the snippets at the top, there’s that AI generated snippet that obviously they’re taking from someone’s website.

[00:45:17] Peg Fitzpatrick: So I think eventually I take a big sigh because it breaks my heart as a blogger, but I mean, something’s got to happen. So Google doesn’t control that anymore, but I don’t know what that’s going to be. I don’t know how that’s going to change. So. I still think there’s a lot of value in it. It is a lot harder as a, as a blogger.

[00:45:35] Peg Fitzpatrick: I used to post back in Google Plus heyday. I don’t know how many times we’ve mentioned it, but, because Google Plus was.

[00:45:41] Jeff Sieh: now.

[00:45:42] Peg Fitzpatrick: was, it was a Google product. So every they loved that you were posting on there and my blog content did amazing. I would get like a thousand shares, a thousand shares, not views, but social sharing, and now it’s impossible to get social sharing.

[00:45:58] Peg Fitzpatrick: And that’s not only Google though. [00:46:00] That’s also the changes and all the platforms cause. As we talked about custom curation, you know, somebody like you, Dustin and I could be talking about different things as our main things, but we would all share each other’s content a lot more. Even podcasts, which are I, more popular than blogs now, which does it pains my heart to say that, but it’s true.

[00:46:21] Peg Fitzpatrick: It’s true. you don’t see a lot of people saying, I listened to this great podcast. You got to listen to it. Like you don’t see that

[00:46:28] Jeff Sieh: Discoverability is really hard for podcasts. It’s, it’s one of the biggest things, the issue to get discovered on podcasts. Yeah.

[00:46:34] Peg Fitzpatrick: So yeah, I mean, going back to like how to make that work, then again, ask people to social share, you know, put things on there. So, I mean, unfortunately, Twitter was the biggest place to share. It was so easy to share. You could still share to LinkedIn and you could still share to Facebook and other things.

[00:46:49] Peg Fitzpatrick: But, you know, you got to make it easy for people. I used to always, I have click to tweets on my blog, but I mean,

[00:46:56] Jeff Sieh: I think

[00:46:56] Peg Fitzpatrick: Who wants to do that anymore? Who wants to even tweet [00:47:00] anymore?

[00:47:01] Jeff Sieh: X. Who wants to X

[00:47:02] Peg Fitzpatrick: I need, I need a click to threads. Could somebody who’s smarter than me make a, make a click to threads, please?

[00:47:09] Jeff Sieh: So,

[00:47:09] Peg Fitzpatrick: you make a click to threads?

[00:47:12] Jeff Sieh: You can probably see if ChatGPD can write you a little program. want to talk about analytics and optimization, because this is a thing that nobody wants to talk about or do, but it can make the, it helps you, Know what you’re supposed to be doing for your campaign and for your social media, what’s working, what you should spend more time on, what you should let go.

[00:47:28] Jeff Sieh: So what key metrics Peg should businesses track to measure the success of their social media efforts?

[00:47:35] Peg Fitzpatrick: Ooh, such a good question. And so hard. I’m sorry. We’re out of time. I’m just kidding. so optimization, we talked a little bit at the beginning. We were at a different point where you’re talking about podcasts, but optimizing everything is really important. So keyword research, Do some research on that.

[00:47:51] Peg Fitzpatrick: Andy Crestedina’s blog. Um, he’s amazing. Orbit Media, his blog is so great for optimization, [00:48:00] Google analytics, measuring all. He is the best speaker I’ve ever seen on, Google analytics, which got so much harder with that GA4. It’s like, you can’t find anything. You can’t do anything. So find Andy Crestedina’s blog.

[00:48:14] Peg Fitzpatrick: Orbit Media Blog and just look up how to optimize things, whether it’s your blog, whether it’s social media things, you can use AI as a huge tool for optimization. Even if it’s just for like one podcast episode or one blog post, you know, take one, one podcast and then write yourself a little Tool that tells you this, these are the things I want.

[00:48:39] Peg Fitzpatrick: I want a Facebook post, I want a LinkedIn post. I want threads that are like a little question to start conversations. I want three Pinterest titles with descriptions so you can create a little. You can just put that in every time with your podcast. So there’s ways to make it super optimized. [00:49:00] And also, if you tell AI to use this keyword, they’re not going to forget like you do.

[00:49:05] Jeff Sieh: right,

[00:49:05] Peg Fitzpatrick: do a better job of being like, Oh, this is social media lives. So we should talk about the fact that it’s a live show every Friday at this time. And so you can tell it, these are the most important things that I always want. This is my target audience. Everything I talk about needs to be in my voice.

[00:49:22] Peg Fitzpatrick: I’m a small town person. I talk about social media for small businesses. Like get really like get in there. Those kinds of things can help optimize your content. So it really speaks to people and they really. love it. and experiment with stuff and then analytics. I use Google analytics when I can figure it out.

[00:49:41] Peg Fitzpatrick: you can set up reports in there that they’ll email to you. I also like to set up, Google alerts for things so I can see if my name or the name of my book pops up. Those kinds of things help just make your life easier. And then.

[00:49:55] Peg Fitzpatrick: I was going to say, because the next question I was going to talk about is social listening tools, and that’s pretty much what [00:50:00] Google Alerts is. Yeah. Yep.

[00:50:02] Jeff Sieh: important.

[00:50:02] Peg Fitzpatrick: Mm hmm. and Talkwalker is another one where you can set up free alerts and that. So, analytics, I do like to use the ones on the platform. So like Pinterest analytics and Instagram analytics. yeah. And then if you use like Agorapulse or I use the plan analytics, I kind of just do an overlay of these things.

[00:50:20] Peg Fitzpatrick: I don’t have a specific So I follow for them, but that’s basically what I use is Google Analytics because my website’s still really important to me. Everything is optimized right now for my landing page for my book. And I worked on, like I worked on that page really really hard getting keywords and so, Optimization is, can be time consuming, but it’s worth the time.

[00:50:44] Peg Fitzpatrick: So if you don’t know what your keywords are, or if you don’t even know what I’m talking about, that’s a good place to start with optimization for figuring out, how to get discoverability. And then formatting things to please Google, even though I write all my content for people, [00:51:00] not for algorithms, but because they like that snippet, you know, have a little list at the top of it of like, these are the top five things you’re going to learn.

[00:51:08] Peg Fitzpatrick: In this podcast or in this blog post, and then it, that can be chosen as the Google snippet. So just look at ways like that, that you can optimize things. And don’t don’t kill yourself in analytics. Like check once a month, like you don’t have to do it daily or weekly, once a month, and then just come up with the standards that matter to you.

[00:51:26] Peg Fitzpatrick: Like email list, look to even just use a quick little easy spreadsheet. Email list, you know, number of people on your email list, overall social following, you know, what, what was my engagement rate this month? Like it’s even hard to get that up. So,

[00:51:42] Jeff Sieh: but, but track it. And so a couple of things that you said, and Nazeem brought this up too, is he said, you know, Agorapulse, when you’re talking about social listening, that’s a great tool. I love it too. Uh, he goes, yeah, shout out to Mike, Mike Alton. Uh, Andy Christodina has a great, uh, LinkedIn newsletter that I have subscribed to, which comes every, I think it’s every week [00:52:00] he puts something out, which is really, really great as

[00:52:02] Peg Fitzpatrick: Yeah. I’ll have to check that out. Yeah. He, he’s so at analytics. I don’t even try. I just like, I’ll just go look and see what Andy said to, you know, and he’s great.

[00:52:11] Jeff Sieh: And when you were talking about sharing, uh, Rich Graham says everything I share is Facebook cat reels with my wife. Yeah, that’s, it seems like we only forward or curate funny stuff. At least that’s what I kind of do. So, uh, yeah, it’s, it’s funny how that it’s kind of a universal thing. So.

[00:52:26] Peg Fitzpatrick: It’s, it’s evolved a lot into that. You know, we just send, we send only entertaining, hardly ever educational things. It used to be a very bigger mix of educational. The social media dumbed us down,

[00:52:39] Jeff Sieh: I, I, I think there’s still a part of some education that when you, like, I think people are like, how do I fix my toilet that’s constantly running? They go to YouTube and they find out how to fix it. So I think there is a

[00:52:49] Peg Fitzpatrick: but they don’t share, they don’t

[00:52:50] Jeff Sieh: Right. It’s not, it’s not curated. It’s just, you know, I, but I think educational content still works, but we don’t share like, oh, Peg wrote this great article and I’m going to

[00:52:59] Peg Fitzpatrick: it’s consumed. [00:53:00] It’s only consumed and not shared. So you do have to work harder on that shareable piece, or you have to work on your keywords and your optimization. So that’s what pulls up when someone says, how do I fix my toilet?

[00:53:11] Jeff Sieh: Yeah, exactly. You know what? Uh, I, it’s great to, to share and I’m not ashamed to share it. It’s our friends over at Ecamm. That’s right, folks. Ecamm. com. They’re the ones who sponsored the show. This is what it’s produced on. I love it. Uh, we, we talked about having relationships with and community. They have a great one.

[00:53:27] Jeff Sieh: They, they will answer your questions. A funny thing inside of their community, uh, Seth Godin popped in there the other day and asked a question. So there’s some people going in there and they put in that community. It’s pretty cool. So ecamm. com forward slash Jeff that’s ecamm. com forward slash Jeff. Use code JEFF15 to save 15 percent on your first purchase.

[00:53:44] Jeff Sieh: And by the way, folks, I want to let you know that all these questions came right from Peg’s book. She answered, we didn’t even get to a quarter of them, because she is so knowledgeable, but she answers all of these questions in her book, and you can find that at pegfitzpatrick. com [00:54:00] forward slash small dash business dash social dash media dash book.

[00:54:03] Jeff Sieh: You can find it all there. Make sure you guys get it. It goes and launches on, on Tuesday of next week. In fact, on Tuesday, my friends over at Dealcasters are saying, and this Jim Fuse and Chris Stone, looking forward to have Peg on Dealcasters on Tuesday to discuss the book. You’ll be able to buy it right there in the carousel.

[00:54:22] Jeff Sieh: Uh, make sure you guys go check out deal casters as they’re doing that. And, you know, we mentioned Ecamm and, mostly Disney said dying to get a Mac so I can get off StreamYard. There you go. Call me when you’re ready.

[00:54:33] Peg Fitzpatrick: yeah. That is one of the features that you don’t talk about all the time, but the Mac app for Ecamm is pretty awesome. Excellent.

[00:54:39] Jeff Sieh: Yeah. It’s just a good, it’s a great, it’s a great program. That’s why we love them. pay.

[00:54:44] Peg Fitzpatrick: Jeff, you’re going to be on my pop up Instagram series next Tuesday at one o’clock. We’ll be talking about storytelling. So if you want, want to see the tables turned when I’m going to grill Jeff on how to be a better storyteller.

[00:54:59] Jeff Sieh: it too late to back [00:55:00] out? Is it too late to back out? I don’t know. Maybe. Um,

[00:55:02] Peg Fitzpatrick: And also, who doesn’t want to talk about storytelling?

[00:55:05] Jeff Sieh: Storytelling is great. So that’ll be fun. Follow Peg and myself over on the gram and we’ll be chatting about this. But Peg, I want to give you the last couple of minutes to talk about your book. What’s in it, why people should have it.

[00:55:16] Jeff Sieh: Plug your book because it is a great book.

[00:55:18] Peg Fitzpatrick: Oh, thank you. Well, you know, I spent a very, very long time writing it. and that’s because It’s really important to me. I really wanted to just do like a full brain dump of all the things that I have been working on over this time. And as you mentioned, I did work with Canva. I worked with Guy Kawasaki for years and I worked behind the scenes with Audi and Motorola.

[00:55:40] Peg Fitzpatrick: And I even doing launches with Pinterest and, and all the big social platforms. I’ve had a different experience than a lot of people that work in marketing social media, because I’ve had, you know, a lot of behind the scenes stuff with all of the platforms. If you liked this video and want to tell your friends [00:56:00] about it, give it a thumbs up.

[00:56:02] Peg Fitzpatrick: They are so wonderful! If you haven’t subscribed to our channel yet, do so now and receive all new videos and service information. Peace out! to grow their social media. especially like we found out during the pandemic, people who were not on social media, a lot of their small businesses, a hundred percent just closed and we’re gone because the markets were so hard.

[00:56:25] Peg Fitzpatrick: You know, we had shutdowns. We had all those bad things that happened and small business owners just. Didn’t have the resources to get themselves out of it. So this book will show you everything from the beginning to the very end. If you’re already in social media, but you’ve kind of dropped it and you don’t know what to do, or if you’ve kind of started and you’re not sure if you’re reaching people or you’re posting things in an echo chamber and you know that it’s not reaching the right people.

[00:56:50] Peg Fitzpatrick: Everything that you need to know is in there from the beginning to the end. I broke it down into three sections. I explained everything really well. And it’s a book that if I [00:57:00] was a small business owner, I would want this book to be able to do social media. It’s written just for small business owners.

[00:57:07] Peg Fitzpatrick: It’s not written. Gary Vee just came out with a book and Gary Vee is awesome, but his whole thing is totally different than like an individual small business owner. he’s, he’s a whole different, and how he does things. And I respect what he’s done. he did an amazing thing for his small business city that his dad owns, the wine library, and he’s still doing it today.

[00:57:27] Peg Fitzpatrick: But my tips are more grounded in like,

[00:57:30] Jeff Sieh: Mom and Pop, small business,

[00:57:32] Peg Fitzpatrick: Yeah, that you can do yourself without a team , no, no team needed. But if you can afford it, and I also explain how, how to find someone and what you should look for and all that kind of thing. So, I know you’ll find it a valuable resource. And if you know any small business owners, it’d be a really great Christmas gift or just any time gift,

[00:57:52] Jeff Sieh: Yeah, a lot of, and even people who have small businesses as a side hustle, like maybe they still have a full time job, but they’re doing something else. This is a great book for them [00:58:00] too, because it kind of can maybe even help you to go to the next level, kind of maybe automate some stuff really, you know, we talked about some of that stuff today, but it’s a great book even for, for those people who have that business and they want to move it to the next level.

[00:58:11] Jeff Sieh: So. Make sure you check out her book. Pre order it. Go there right now. We’re ending the show. pegfitzpatrick. com forward slash small dash business dash social dash media dash book. This has been amazing. Peg, thank you so much for being here. Thank you for all of our amazing, uh, people who have watched, uh, Shannon, Nazeem popped in, uh, mostly Disney, all, every, Rich Graham, Dustin, everybody, and Ralph, everybody who showed up today.

[00:58:38] Jeff Sieh: Appreciate you. Uh, hopefully.

[00:58:39] Jeff Sieh: And Jim

[00:58:40] Jeff Sieh: well, there’s, I can’t go through everybody, but there’s a lot of people show up every week and I am very appreciative. The show would be nothing without you. And with that, we’ll see you guys next week. Have a great weekend, everybody.

[00:58:51] Peg Fitzpatrick: Thank you.