Social Media Copy & Hashtag Research (Facebook Live Transcript)

Title: Social Media Copy & Hashtag Research
Time duration: 56 mins 15 seconds


Okay! So, hi everybody. Welcome to the next episode of DNC Masterclass or Written Marketing Masterclass that is free for you. I’m just having my morning coffee because it is 9AM here in Hawaii. So, welcome if you’re joining us on this masterclass. Say hello and let me know where you’re watching from and what time it is because I know we’re ahead of a lot of people here. It’s a little bit earlier than in other places. Happy belated Thanksgiving to everybody. I know I had way too much food and sweet potato casserole which is my absolute favorite but I nailed the pumpkin pie this year.

So, today what we’re talking about is social media and how you can craft your copy depending on which platform you want to post in and actually decide which platforms are best for you. Now, I got a lot of questions about hashtag research so, we’re going to throw in a lot of hashtag research examples and I’m going to show you some examples about Facebook and Instagram since that it seems to be what most everyone is interested in, what most everyone is using as their platform to advertise their business, to post personally, to use as their traffic driver to their offers. So, if that’s you, if Facebook and Instagram are really your go-to things, then I want to hear about it in the comments below. I want to know if this training is going to hit the spot for you. And, I want to also draw attention to the quiz in the text below this video. If you’re having trouble with your written marketing, this is one of the resources you can use to help pinpoint exactly which portion of your marketing, not just written marketing but marketing online in general, is suffering and what you can do to help level that up and fix the issues that you might possibly be experiencing. So, check out that quiz and the text below. It’s completely free, no strings attached. Also, in resources after you taken the quiz help you maximize all of the things that you need to work on and fill out your marketing repertoire in that regard.

So, right now we’re talking about…Hi Mara! Right now, we’re going to talk about social media and some hashtag research. Now, if you’ve been hanging around the DNC Written Marketing masterclass for a while, you all notice that there is a pattern in the things that we teach and that pattern is really story. We like to put story in everything and I absolutely love to use story because it is the most effective way to market anything, anything it on. No matter what industry you’re in, if you’re going to look at advertisements from the fitness industry to… Hi! From the fitness industry to cosmetics, to clothing, services, online courses, you all notice that there is a pattern of storytelling. And the reason for it is because everyone learns best by using story. If you’ve ever used a mnemonic phrase to help remember something, if you’ve ever used some kind of story to help you get through a test or any part of your life, you’ll know that the story is what helps you remember. You can go through it in your head and you can pinpoint exactly which spots in that story you’re trying to remember. You can learn from it best. And so, that’s why we use story in all of our copy no matter where that written marketing is in order to get a message across. Because not only does it help your customers and your target market relate to you and relate to that story especially if you understand your target market the way you should. It also helps them remember you. It helps them learn from you even if you’re not trying to teach anything. They’re going to come back and they’re going to remember your brand, they’re going to remember your logo, your slogan, all because they’re using story to help get a message across. And so, social media is no different, every single one of your post, no matter where you’re posting, no matter what you’re posting about has got to have story in it.

So, what exactly does that mean? I have a terrific example by Amy Porterfield on Instagram and I’m going to show you in just a minute. But, I also wanted to differentiate Facebook and Instagram because there is big difference when you’re posting and it’s not just images. Okay, so Mara asks. So, do you mean to use a personal analogy? Absolutely! If you’re going to tell a story, if it’s a personal story and it’s a true story, that is going to be the very best-case scenario. That is the best way to get something across because everyone is looking for that authentic person that they want to buy from. The brand that is real and authentic and original and someone that they can identify with on a personal level and not just at a surface level. But, I also know that there are lot of entrepreneurs out there just starting up or maybe they don’t have the personal story that they want to use to connect with their target audience, that’s okay too! You can do two things, if you don’t have your own personal story to tell in your written marketing on social media. One, you can use testimonials from… Hi Birgit! Welcome! Where are you all listening from by the way? Let me know, let me know what time it is because I know it’s early here but I don’t think it’s that early where you all from. So, let me know what time it is, it helps me kind of gauge the best times to put this lives on that’s most convenient for you.

So, the first…two things you can either use that personal story in your written marketing but you can also use a customer’s testimonial. And, the testimonial can either be just the short snippet about how their experience with your product or your service has gone or you can dry it out into a longer case study. In Washington state, it’s 11AM. Okay, great! So, just before lunch so I’m hitting you at your most cognitive right? Maybe you’re eating right now. So, it’ll be good. Salt Lake City, more at Utah it’s noon. Perfect! Okay, so I think lunch is probably a good time for this, you all can have a little lunch break while you’re watching me and I hope that’s the most convenient. Let me know though, let me know maybe another would work better for you. And, I keep going off track but I’m so happy that you’re all and telling me where you’re from.

So, the personal then testimonial and then case study…if your customers are willing to give you a longer drawn out case study, if they’re willing to tell you what they were struggling with to begin with, how your product or your service helps them and then the result over the long term, that is absolutely something you should be using in social media as well because that’s the best way to advertise. It’s to tell everyone that your product or your service, you’re offering whatever it is actually works and here is a perfect example. So, that way, anyone reading that can identify immediately with that customer. And, they feel like it’s more authentic, they feel like it’s more personal because it comes from someone who struggle the same way they did and who reached out and found the solution. Not necessarily the person who created it but someone who found it and then tested it out. So, you’ve got another level there about authenticity, you’ve got another level of validation and it helps people want to try your brand more.

Now, there’s a third option here. Because especially if you’re starting out, you might not have that personal story, you might not have testimonials, you might not have case studies. What you can do instead is create a fictitious story. And by this I don’t mean to make up a case study and to make it sound as if it’s real. Make it very clear that this is a fictional case study but again, we’re telling a story here. And so, the way you can word it is you can position your product and your brand for this type of person and the best way to do that is to ask questions. And those some of the best social media post is the one that starts with questions. So, you can say, are struggling with this? That’s a very familiar, old school phrase we’ve heard a lot especially on infomercials, right? So, are you struggling with this? Or, have you experienced this in your life? Or raise your hand if you’re one of these people that, blank, struggled with for your whole life or recently ran into this obstacle. Now, after you’ve asked that question, it’s time to start telling that story. So, raise your hand if you’re one of these people that’ve struggled with hair loss recently and you want to find the solution that doesn’t cost you an arm and a leg that looks natural and that helps you feel young again. All of that is painting a picture and it sounds a little advertise-y but it’s telling that story and when someone reads that, they immediately know, yes, this is an advertisement. This is someone who’s selling me something. But they’re also identifying and answering every single one of these questions. And so, if they’re struggling with hair loss, for example, they’re going to want something that’s natural. They’re going to want something that’s inexpensive and again you’re hitting that deeper pain point there. If you’ve stepped with this long enough, you’ll know that you want to get into deep pain points here and deep benefits that your customers align with. They want to feel young again because losing your hair makes you feel like you’re getting older and nobody wants that. And so, you want to help them solve that problem. And so if they’re suffering with hair loss and you have a hair loss solution, that’s the story you want to tell is what they’re going through now and what they’re going to experience after trying your product or your service or your offering.

So, what I want to do now is if you’re going to have a question about that, okay… How about kids clothing? Great question! And you just had a cup of hot coco. It must be nice and chilly there. I kind of missed the fall chill. We’re in Hawaii now, we just moved here on August and so it’s not really chilly here anymore but I do miss that cup of coco and the fall changing colors. So, back to kids clothing. What you can do with kid’s clothing is it’s the parents that are buying, right? It’s not the kids that are buying obviously. So, you want to paint the picture for the kids and still in social media. Whenever you post those, these are very similar to product descriptions. Except in product descriptions, we’re going through and remember what the last masterclass we did on that, we’re going through that three-paragraph structure of the story then the process and then the materials and you don’t have to do all that with social media. You want to get straight to the point so that though click through to the product description because they want to read more.

Now, in social media when we’re talking about kids’ clothes, Mara, you want to paint the picture of this image of their children wearing your kids’ clothes. So, in what occasion will they wear them? If you have some fancier dresses for little girls who are going to attend parties and things, paint the picture of this sweet little girl playing around in her pretty little dress. What she’s going to be doing, is she playing tack with the other kids? Is she sitting for a picture with her grandpa? Is she sitting on Santa’s lap because we’re all around the Christmas tree? Tell the story and paint the picture of where they’re going to wear these clothes, what’s going to be going on. If you got special features, perfect time for you to start bringing it up in the story. Doesn’t matter how much chocolate she has to get on it, it’ll wash right off. You know, it doesn’t matter how rough they play if they roll around in the grass. It’s dirty. It’s going to stand up. It’s going to last and it’s going to clean up grow easy. It’s something that you can save because it’s so well made. And so, after your daughter has grown-up, she can pass this dress onto her little girl. You know, all of the elements when you brainstorm and you think about all of the features, all of the advantages, all of the benefits of your children’s clothes, you want to make that list and then with every story, you don’t necessarily need to jampack it because social media post will get into length in a minute but you don’t want to create this very long narrative novel length post. But, with every social media post you have the opportunity to bring out another feature of the same product. And so, not only is this making it easy for to write just one post about it but you can brainstorm and create an entire list, an entire week’s worth or more of post on just one product. And then, as you rotate through all of your products with your posting about them every day or every other day in conjunction with motivational post or promos or however you’re going to do it, you can continue to post different aspects of that same product talking about those features and telling it in that story. Does that help Mara? Let me know in the comments if you have more questions about that. If it was too general, if you need me to get more specific.

So, we’ve talked about the best ways to write about story and to use it either a personal story for your products and offerings in social media, to use testimonials, case studies, to create that fictitious story, to help build the picture, build the image in your customer’s head about what is going to be like to use those products. What is going to be like to experience that service and the changes that it’s going to bring, how it’s going to change their life over the short term and the long term? Okay Mara. Okay, so for my tutus, it’s probably about a child’s imagination and dress-up play. That is perfect. Absolutely! So, when these kids are dressing up, they have this story going on in their head already and so, the perfect time for you to bring that out is in the product description. You probably got kids so it’s probably going to be easy for you because you’re creating these things for kids. You got that understanding already. You’ve seen your own kids play dress up and so you know that other parents are going to experience something similar. Talk about those experiences. Talk about those memories that you have of your kids dressing up and the stories that you all use to act out together. And paint the picture for these other parents who are really excited to buy some really fun dress up close for their kids and watch the story unfold. And watch them learn as they play and all of these things that we all get nostalgic, and teary-eyed, and happy about because these are like these perfect picture memories that we remember and pass on as the kids grow up and everything like that. Does that help? Again, let me know, I want to get a specific as you need me too and help out as much as I can. We can go on as long as you need to until my son wakes up and comes down and tells me get off.

Okay! So, if I look over because I have a lot of notes, I want to get over, go over while we’re talking about this. This is really fun for me because it is, it’s product description but in a shorter way. It’s almost like flash stories, flash novels. So, you can get the message across as quickly as you can in a certain format for social media and just post it for the world to see immediately. So, since we’ve been talking about story, ha-ha, my youngest is not 10 but I can certainly bring out stories of when they were toddler. Oh yes! I’m sure you’ve got tons of stories. My son’s 5, he’ll be 5 in March and so, the toddler phase is almost up and all of those sweet little memories are flooding us everyday as he’s growing up. But anyway, I’m a huge changer person. Here we go! Back to the length. I want to get into length as we’re talking about Facebook and Instagram and again I’ve got a great story post example by Amy Porterfield that I’m going to bring up off of Instagram in a minute. But, the difference between Instagram and Facebook for a length is that Facebook likes shorter posts. So, even a one-line post is going to be great for Facebook. Now, these are just regular posts. If you’re actually boosting a post that’s part of the Facebook ad, that’s a little bit different and we’re going to go over that in a different module at a later time. If that’s something that interest you, go ahead and drop in the comments below because I want to make sure that if it’s a hot topic, we actually get to it more quickly. But, if you’re just posting every single day as part of your Facebook page, trying to keep up with the algorithm, trying to keep your customer sand your followers updated on the things going on, then, you want to make sure you’re keeping those posts on Facebook short. One-liners, a short paragraph maybe even two paragraphs. If you can keep it above the “Read More” line, that’s even better. That’s really difficult to do when you’re trying to tell that story so, just try to make sure you’re keeping it to short paragraph and then if they do want to know more, include that link. Always include that call to action. If you want to read more, if you want to see how this is made, if you want see the materials used, if you want to see more products, click the link.

Now, for Instagram, it’s a little bit different. Instagram to me is a more personal platform whereas Facebook welcomes all kinds of promotion. It welcomes entertainment. Anything that you want to sell on Facebook, it is absolutely welcome. You will find your niche. It is a beautiful place to sell your product especially if you’re going to use that entertainment value which the story absolutely is part of that entertainment value. And I’ve got a great example by Marie Forleo for entertainment on Facebook in a minute as well. But on Instagram, what you want to do is get a little bit more personal. And here, you can draw out the post a little bit longer. In fact, you can draw it out almost as long as you want to and people will continue to read because it’s such a visual platform. The picture is what’s going to catch people’s attention and we’re not going to go too much in the pictures here but if you’re selling a product, you absolutely need to make sure it’s crystal clear bright beautiful image. If you’re selling something else, you need to make sure that lifestyle image captures exactly what your target market is, either struggling with or the results that they want to achieve. A lot of that would be like a lifestyle, if you’re selling a course, you’re selling the lifestyle as the results of the course so maybe a beach image. If you’re selling jewelry, obviously a crystal clear well-lit picture of a ring or whatever would be perfect.

Okay, Birgit has a question. I’m still bad about posting regularly. Should I post about the current custom orders I’m working on or show items I just finished? I think you should do both, Birgit. I think if you’re posting every day, every couple of days on social media, you should absolutely alternate. And I should mention I make personalized jewelry. Yes! Absolutely! Talk about that personalized custom aspect in every single post. If you have a set line or two of already made and you’re ready to move out the door, definitely push those posts as well. You want to push the ready-made items as quickly as you possibly can so that you can get that money and then start funding new items that you’re going to make. If you do personalized items, that is the perfect time to start posting those testimonials and case studies and if your customers are willing to include their name and where they’re from things like that to make it very, very personal, to have really validate the service that you’re providing by creating something personal and unique to your customer. So, I think… Let me scroll down just a minute. I think I missed the question there.

Okay. So, Mara asked on Facebook. Do you mean to post on my business page or my personal page or my Facebook business group? Okay. So, all of them. If you have customers on your personal page, definitely post there as well. But if you don’t, keep your personal page for your personal reasons, you know. There’s no need to post about business related stuff on your personal page if it’s not giving you any benefit. However, because you’re selling kids’ clothes, I’m willing to bet you have friends who have kids, so they’re probably going to buy from you and I would definitely post there if you think it’s helpful. However, on a personal page, especially if you’re selling to people you know, that’s the time where you want to try not to get so sales-y and just a little bit more personal. So, something as simple as, hey look what I may like today! And then you post that. Or, hey, I just created this and I’m ready to sell it. I wanted to offer it to friends and family first. Something as personal as that would be perfect. But, when you’re posting on your business page and in your group, definitely make sure you’re using that story to create the picture for someone who doesn’t know you, who doesn’t know your product for those colder clients. For a Facebook group, there is a difference in how you post. You don’t necessarily want to, unless people join your Facebook group specifically to buy from you and to see that all the time, you don’t necessarily want to kind of spam them with promos every single day. You want to break that up with fun information, behind the scenes information. They’re probably joining your group because they’re very interested in your brand not just your products. So, you want to show all aspects of your brand not just what you’re creating as well. Kind of the benefit of a Facebook group is you can treat it as a VIP group. They get to see things that nobody else gets to see. So, you want to take full advantage of that and give them those behind the scenes, give them the, I’m in the middle of making this great project and it’s on pre-sale now if anyone’s interested. Here’s a motivational post that got me going today. Here’s something crazy that happens today. I sewed my finger into a dress and had to start over or something like that, you know. Keep it personal. Keep it interesting. Give them the VIP treatment.

So, okay Birgit asked. I need the customer’s permission to post. What if I write Jill from Boston instead of a full name? I would not show items with birthdates or full names. Yes! Thank you for bringing that up. You absolutely need permission. Even if you’re using a first name, I would definitely get permission from the client before even using their first name. Now, if you can’t get permission, if you can’t get a hold of them, if they outright say no, don’t use any aspect of the testimonial at all. But if you can’t get a hold of them, the best thing to do is to use the first letter of their name from Boston or something like that to keep it even more anonymous so that it does still have that feel of someone bought and this is, these are some very scarce details about them but you’re not revealing anything that personal. Okay.

So, the lengths for Facebook and Instagram, Facebook likes to keep it pretty short and Instagram you can go on and on and on. There’s a difference in a kind of story that you tell on Facebook and Instagram as well. For Facebook you can keep it fun, keep it light. Humor is great on Facebook if you want to draw them in with more information and details. You can even keep it a bit on the happy go lucky side. It doesn’t tend to get to, I don’t want to say sad, it doesn’t tend to get to heartbreaking. Right? Too emotional, too deep in there whereas Instagram there is a huge move in on Instagram with emotional post. And by emotional, I mean like really heart-wrenching. Your goal when you’re writing those stories is to make somebody cry, make somebody angry, make somebody laugh out loud. If that’s the skill that you possessed if you are a story teller, Instagram has been amazing for that kind of thing. And the more that I see people telling those very personal, very heart-wrenching stories on Instagram, the more popular those posts are because you want to think about Instagram as an art show. Something beautiful, right? So, first the pictures are beautiful. You want to make sure that those are eye-catching and absolutely perfect. After that the story needs to be as equally beautiful as the picture. And so, when you’re telling that story, if you’re talking about kid’s clothes for example, paint the picture of that very nostalgic moment. And even say things like, and then when it’s gone, and then when she grows up, you remember and, you know, paint that nostalgic picture and kind of poke it what it really gets to the heart of parents for kid’s clothes, for example. Or gets to the heart of this person you love if you’re selling jewelry. Gets to the heart of that need for the freedom if you’re selling a lifestyle course. Things like that. That’s the heap of big difference between Facebook and Instagram whereas Facebook is it can even be dry at times as long as you’re getting the right message across. It can be happy. It can be light. It can be humorous. Instagram is very much more emotional and beauty-driven in words and images.

Okay, Mara says, okay, maybe I’ll invite each customer to join my Facebook group and follow my Instagram page and tag me in their photos. Absolutely! Absolutely! And you can even incentivize that by offering some kind of discount or offering to promote them on your Facebook business page and show off what they’ve made. People like to be the center of attention. They’re like to be promoted and seen and so you can offer them, “Hey! Tag me in this photo of you using it and I’ll promote you on my Facebook page” or “I’ll show it up on my Facebook page for everyone to see.” And if you’re willing or you can even offer a 10% discount on the next purchase for everyone who tagged you on their post showing them using your kid’s clothes or whatever. So, my viewed Instagram was 99% photo 1% text, you’re saying to play up with this more. Absolutely! I would say, 75% photo because the picture is what’s going to grab people in Instagram, that’s it. The photo is what’s going to get people to move forward and so it’s got to be on point. But after that, you’ve got to lead people into your website. You’ve got to lead them into that click and the way to do that especially on Instagram now, this is a pretty new trend that’s going on, that is getting a lot of attention that all social media strategists are beginning to teach to their clients and do for their clients and it’s to tell that nice long story and try to get as emotional as you can. And emotional doesn’t necessarily mean make them cry, remember. You can be nostalgic. You can be sweet. You can make them laugh out loud if you’re good at writing about human, things like that. And the best way to do that is just to be personal, to tell the true story because nothing’s more emotional than a true story because we all typically experienced that at certain points in our lives. We can all identify especially when we have kids. We can all identify with those very specific moments. Good idea.

Okay, I haven’t been using any call to action in Instagram. Thank you for bringing that up. I can’t, have you read my notes Mara? So, you absolutely need to use the call to action no matter what. No matter what you’re posting include that link and tell people what to do with that link. You’d think it’s obvious but you really need to help people along by telling them, hey if you want to know more, click this link. If you want to see more products, click this link. Follow me on Instagram if you want to see more of what we’re doing. If you want to see some behind the scenes information, join on our Facebook group. I’ve mentioned it a few minutes. Oh, I did. Okay, good! So, we’ve talked about the text, we’ve talked about the story aspects for Facebook and Instagram and the link and everything. I want to go into some hashtag research here in a minute but first I’m going to see if I can share my screen and show you that example by Amy Porterfield and Marie Forleo. So, it was really interesting because, if I can find the right one. That’s the right, that’s not the right one.

It was really interesting because I was just thinking about the story aspect and then I saw Amy Porterfield post the story aspect as well. This is the right one. Let me just move this out of the way. So, Amy Porterfield right here on Instagram and she just recently posted about Thanksgiving but you can see that she’s posting something very personal. And what Amy Porterfield does is she sells her courses and her membership programs, some things like that. So, she doesn’t necessarily need to sell physical products to be sales-y. She’s selling her brand which is her. She’s selling her lifestyle. And so, she’s telling this lovely long story just about her holiday experience and everything. She’s getting people involved in talking because most of us have a Thanksgiving meal that we’re going this holiday. Most of us have some kind of thing that’s going on during the holidays and so we can all chime in and talk about it. But you can see, I didn’t even talk about emojis. Again, Instagram is a visual platform. Use these emojis and you can use this on Facebook, too, to break up your text, to make it easier to see, to make it fun. And again, because it’s a holiday experience, it’s got that nostalgic feeling. It’s got that happy moment. It’s got that all of that. Now, let me bring up this to make sure I’m not missing you all.

Okay, here’s Marie Forleo on Facebook as well. So, you can see that she’s got the entertainment value here. She’s told a very short, short, story right here. If you’re tired of the same of gratitude practice, you need to watch this. Put the lesson to action in the comments below and the entertainment value is her video. But, right there! Very simple, very sweet, pointing out the gratitude practice and that’s all she wanted to advertise right there. So, let me get back, stop sharing. Alright.

So, what that really means is that they’re showing that aspect of it. They’re showing how they can tell their story and everything like that and I’ve lost the Facebook comments. So, if you have comments, I’ll get to them in just a minute. Don’t worry about it. Okay. So, now that I’ve given you some of those examples, I really wanted to show you how to do some really helpful hashtag research. So, we’re going to share again. I can figure this out one day. And then, we’re going to go over some of these hashtag research. And, the first thing we want to do is to go into your competitors and I’ve talked about competitor research before. But when you’re talking about social media for competitor research, what you’re really talking about is looking at different aspects of your target market. You’re looking at different competitors who serve the same people.

So, for example, Novae Lucas is a business coach. And a lot of what we do is coach people through their copywriting and a lot of aspects of copywriting including your brand and different aspects of your business and social. I would consider her one of my distant competitors in that aspect. So, the first thing you need to do when you begin your hashtag research and I know this is something a lot of courses skipped which is why we wanted to offer it in the free masterclass because it is like, it is a 101 Foundational Step that people need to follow that is often skipped in courses. And so, the first thing you need to do if you aren’t clear on where to find great hashtags is to look at your competitors and to see what they’re doing. So, you can see, she’s Be Your Own Witch. She is very much like women empowerment, we’re the goddess, we can take care of it, we can do it all. And so, a lot of her posts circle around female empowerment. And I believe this one was probably for…so everything tied in and you can see her hashtags, our goddess, divine feminine, women, magic, manifest. So, it has everything to do with women empowerment, women doing it all.

Let me pull up my Facebook so that I can see any comments you all have as I go through this because as we talk about hashtag research after we’ve gone through this 101 part, we’re going to through three tools that I like to use to validate and make sure that these hashtags are high performing and then also get more ideas. Just from the few that we can find from competitors, you can then go through and find more ideas based on that. Let me turn it down. Okay. Okay, you got to go soon Mara. Okay, no worries the reply will definitely be out. You mentioned a few minutes ago. So, on Facebook, do you mean to post on my business page? Okay, let me go to the top. Maybe I’ll invite the customers to join my Facebook and follow. Okay, so I don’t think you guys missed any comments. I’ll drop another one in just in case I have.

So, that’s just one example. If you’re in jewelry, you can look it up and see what kind of jewelry hashtags they’re using. So, especially if it’s custom jewelry, I think if, what did you say that you make, you make custom jewelry I believe. So, handmade jewelry, fashion jewelry, jewelry design, all of these hashtags are very high performing and you can just look through a whole bunch of competitors and see which hashtags resemble what you create, which hashtags align with your brand and the things that you want to make for kid’s clothes, Mara. Those hashtags can be anything from custom made kid’s clothes to the lifestyle words that you want to include and you can do this with jewelry as well. You don’t just need to include product specific hashtags, also think about the lifestyle behind it. So, hashtag family time for those kid’s clothes, hashtag love it for sight for jewelry, things like that. You want to think about what people are going to search for, what people are going to click on, what’s intriguing even for Instagram especially, to get people to click on those hashtags and look through them. You also want to make sure that these are popular hashtags. So, what we’re going to do, and if it doesn’t show up, let me know. I’m looking at my phone to make sure. You can see every time I switch a page. But, there are three really great hashtag research platforms. And this first one, okay that is switched. This first one is and I’ll drop the link for this in the replay after we’ve wrapped up here but you can see it right up here and you can search it for Twitter and for Instagram or for both. Recently this has switched to a pay program but I believe it’s $9 a month. It was free for a very long time but it’s also incredibly helpful. You can type in any hashtag that you want and it’s not going to let me do it now because I don’t have an account with them anymore. But, you can type in any word, any word to see how strong that hashtag is and so for looking at Kim Klass’ jewelry handmade, jewelry, we would type that in up at the top and click either Instagram or Twitter or both and then it’ll show you the popularity and recent popularity. So, it’s good to know overall popularity so that you can see if there’s a trend there and then recent popularity to see anything that’s suddenly jumped up. So, for holidays, turkey. Hashtag turkey will suddenly have jumped up in recent popularity. And then, in overall popularity will probably go down and up and down and up based on the holiday season. You can see months, trends, you can get a full analysis. You can even see which similar ones the correlation is also popular. What people are using alongside those hashtags and the popularity of all of them based on how large they are. And it makes it very, very simple to do that research and you can check all of that out.

Now, another great one that I’ve actually included as part of our course and I do a lot of training is RiteTag. Now, RiteTag has a lot of different apps to help you with all aspects of social media. They even automate it for you. But, what I really like to do is use it for the research. And so, let’s do this coffee for example since I’m having my morning coffee. Excuse me. You can see the statistics here for each and every hashtag that you put in. So, after you’ve done your competitor research, I would get at least 30 to 60 words from different competitors and try to mount on all three of these and I go over the third one in a minute. The third one is going to help you find even more similar hashtags that are popular that people use in conjunction with each other and that really work to drive traffic. You want to make sure you’re testing each and every one and you make some study strong list of hashtags. Now, Instagram for example, allows you to post 30 or 31 hashtags and so, I encourage you to fill that out. Use every single space that you possibly can because that’s just makes your reach that much wider. That makes it much easier for people to find you and to find all of your posts. But, what I want you to think about is actually breaking it up into 2 or 3 sets of hashtags. Excuse me. So, depending on what you’re posting. That’s when you’re going to want to use those different hashtags.

So, let’s say you’re posting a lifestyle image about a course or program and the outcome you want for people. You’re going to use all of the hashtags you created for that lifestyle, not necessarily for the course, for the lifestyle, for the results. So, hashtag freedom, hashtag living on the beach, hashtag laptop lifestyle. Now, if you’re posting a product and it’s actually a promo, if you’re selling, it’s a link straight to the image where you want people to buy, that’s when you would put those product specific hashtags. Handmade jewelry, hashtag pearl necklace, hashtag children’s clothes or even more specific, hashtag tutu, hashtag playtime clothes, things like that. You want to get very specific on the promo post and then maybe a third post you do a behind the scenes for motivation. Make those hashtags very specific and cater to that type of posts. Then, what you can do is you can alternate every three days, you’re posting a different type of image with the different set of hashtags. And in that week, you’re reaching three different markets, three different sets of people who are potentially going to be interested in your product, who are going to follow you so that they see all of your posts and who are going to go through to your website and look at all of your things. This is a great strategy to help drive traffic especially in Instagram where things tend to be limited to the hashtags that you’ve used. The more sets you can create and still get people to follow you and drive that traffic the better it’s going to be.

So, there’s some questions here. Yes, custom piece like jewelry. Okay, great Birgit! If you have any specific question as well, let me know, Mara. So, it RiteTag an app or a paid service? RiteTag is an app. RiteTag is free and I believe you can, it’s even got a Chrome extension. It does have paid aspects but this main research aspect is free. So, I love RiteTag because it is cheap, free, very inexpensive to put into my budget. I can use it no matter what and not have to worry about fitting it into that budget and it gives incredible statistics. It gives incredible data on all of the hashtags so that I can make sure what I’m posting for myself or my social media clients. That I’m posting strong hashtags that get the right ideal clients.

So, another thing I want to address before we move on to the next app, is the right ideal clients. You don’t necessarily want to find hashtags that have millions of people using them. And it might be obvious already. But, if you’re using a hashtag that is used 50 million times a day, that might be a high number. Then, your post is inevitably going to be lost. It’s not going to do you any good. What you want to think about is finding hashtags that get between a 100,000 and 500,000 uses or views a day. And, the reason for it is because you’re still getting tons and tons and tons of traffic but it’s not moving quite as quickly as those millions of hashtag numbers. It’s not moving so fast that nobody’s going to get a chance to actually see your post before it disappears and the next one jumps on. Especially if they’re searching Instagram based on a hashtag and not simply based on the brand or some other that they’re following. So, that’s definitely something you want to think about.

So, after you have looked in and you can see it’s, you can see tweets with images, tweets with links, and you can switch these over hashtags per hour to Instagram as well. A lot of Twitter and Instagram will correlate simply because it is a very common trend for people to use IFTTT ( to post from Instagram to Twitter automatically just because the hashtags will move over and even now Twitter will only use two hashtags it still moves over so it’s a common trend for people to use the same post for both and so, a lot of this will correlate. If it’s tweets with images, more likely this is going to be from Instagram as well. And then, if you keep searching here, you’ll find some more specific information, you can see correlation right here. So, obviously, Black Friday was yesterday. So, Black Friday, Starbucks coffee, good morning, time, cold brew, everything to do with coffee here and then a lot of stuff, that’s very holiday specific, Christmas is coming up all of that. You can see unique tweets, hashtag exposure, see right here, 1.93 million. Coffee is way too broad of one, of a hashtag for me to use on any post because it’s getting way too much of attention. Coffee time might be something that I try to see if I get a few less, some fewer views and some more quality traffic. So, it’s good on here and take a look. Yeah, right here. 52.42 thousand. Even though it’s not a hundred thousand or more, it’s still a quality hashtag right there, coffee time. I would still include that in one of my posts.

So, my thing just refreshed, let me see if I can get back to here so I can answer all of your questions. But, that’s something you want to make sure you’re thinking about is no matter where, no matter what hashtag you’re posting, use these tools to see that kind of exposure. To see what kind of numbers, it actually brings up so that you’re not getting lost on the post and you’re not getting crickets either. A lot of hashtags are going to be very new or they’re going to be very brand specific and you’re not going to get any exposure from those either. Okay, so, Birgit says, I’m wondering how much contents should be on Facebook and Instagram. Is it bad to have the same content on both sites? Should I use hashtags on Facebook as well? Another awesome question. You’ll are so perfect for this live because I was going to bring this up in a minute. I would not use hashtags on Facebook at all unless you’re using them to moderate a Facebook group. And by that, I mean, if you run a Facebook group and you have theme days and one of them is wins and you want people to put hashtag wins in their post so that you can actually search through in a group and see them, that’s the only time I would use hashtags on Facebook. And the reason for it is that CoSchedule did a test, they did several data strategy analysis ventures a few months ago, maybe was 6 months ago. And they found that when hashtags were used on Facebook, it actually decreased engagement because it distracts from the message. It’s not natural for a Facebook post to have a hashtag and so after Twitter came out, excuse me, so sorry, after Twitter came out and everyone started to use hashtags, it wasn’t part of the Facebook algorithm at all. And it wasn’t something that looked natural. It wasn’t something that flowed on Facebook. It just became a thing people did because it was happening on Twitter. And it decreases engagement no matter how you use it because it decreases from the message visually. So, I would advise you not to use hashtags on Facebook at all. However, absolutely use those hashtags on Instagram because that’s part of their algorithm. That’s part of what people are looking for and using Instagram for.

Now, for the same content, you can absolutely post the same content on both Facebook and Instagram. Think about though, do you have the same target market on both? Do you have the same followers that are following you both on Facebook and on Instagram? Because if that’s the case, I would think about trying a different strategy. And I know that it’s a lot of work, trust me. We manage social media for several clients. We manage our own social media. It is its own full-time job a lot of the time especially when you’re trying to think of the copy, of the hashtags, a posting schedule, themes days, promos for your product while actually creating the product, and other content, and doing other marketing ventures to get traffic to yourself. I know it’s a lot. If you have the same clients or the same followers both on Facebook and on Instagram, I would consider even just tweaking it a little bit. Including something a little bit different on both, even if you’re using the same image. Even if you’re using mostly the same copy and even the same link. Include some slightly different details. So, for example, if you’re selling something, a jewelry for example. Talk about one target market that might want it on Facebook. Maybe an engagement ring for someone that you love, the upcoming season. If you’re posting the same ring on Instagram, maybe tell a story about someone proposing, you know, just switch it up a little bit and especially because you want to use a slightly different type of copy and a different length of copy on Facebook than on Instagram because remember Facebook likes to keep it light and happy and Instagram likes to go a little bit deeper into emotion. You have an opportunity there to tell the same story into different ways. And so, if you can’t, I would absolutely try to use two different stories or to post a little bit differently on both sides. However, if you don’t have the time, if it’s just makes sense for you and it’s the most convenient to post the same exact thing on both platforms, there’s nothing wrong with that. There’s absolutely nothing wrong with that. And you absolutely can. Just no, that you’re going to get some followers who are going to gravitate to one platform over the other. And so, you might see some decreasing following on Instagram when you start that strategy but you’ll have the same number or an increase of followers on Facebook just because that’s where people prefer to find those types of stories. That’s where people might prefer to be for your customer base. But, don’t worry about it because the point of it is to stick to that strategy. And as you do stick to a strategy for a long term, a long period of time, you’ll see that those numbers start even out because your customer base will gravitate to whichever platform best suits them, most convenient for them. Let me know if I answered your question, Birgit. I know I went on for a minute there.

Alright, and you also said, I need the customer’s permission, oh where you went there. So, from Boston, I would not show, okay. So, it looks like the comments are kind of switching around just a bit. So, keep posting and let me know what questions you have. So, that’s what we’re talking about here is the post numbers, the hashtag numbers right here, 52.42 thousand, 26% have tweets with images. This is just another great tool to use and so I won’t go anymore into it because I kind of talked about it to death. But, this is another great resource right here and it’s and again, I will drop the links to all these tools in the replay in the comments after we finish up. And go ahead and ask all the questions you have before we finish up. I will address them after the replay is over as well but I just want to make sure to talk about them live as well if you have any questions so that we all benefit from it.

Now, this is a great resource, because it groups like hashtags together which makes it really easy for you to do that research. Now, I would absolutely take what you find on this site and go to the other two, and, in order to test them and make sure every single one is as strong as it needs to be for you. But, this really helps with that hashtag research because it groups those like words together. So, you can even, it even has this function to copy it, as you can copy the entire block of hashtags here into a word document, into an Instagram post. If you are o our phone using this website, all of that. But, especially if we’re talking about skin care right here. This is the example that comes up on the first page. It groups all of these like words together: face wash, serum, MDN, MDNA skin, skin care, face, beauty, hydrate, all of those words that are very similar, that are going to be used in conjunction with each other. The way that this website works is it does its own kind of algorithm research and it finds words that are most commonly used together. So, you can be confident that these are actually words people are using. That they’re actually being used on similar post on similar promos and in Instagram and some of these together on Twitter. And you can just go through and search or you can put your own search term in, I’m in on this, right here.

And so, again let’s go with coffee again and see what comes up. So, you can see right here. It gives you all of these hashtags that are related to coffee and it shows you the number of search terms. And again, we already talked that coffee is way too broad. They’re going to be tons and tons and tons of uses of this word and so you might want to get a little bit more specific. So, let’s go into coffee time and you can see still 14.55 million. So, you just want to make sure you’re using something that is not. So, why they use that your post, disappear. But, you can also get through here and find random hashtags, the top hashtags which is what we want, convert hashtags and you can see love is used 1.194 billion times. Don’t use that hashtag, it’s way too broad. And you can go all the way down when it refreshes, it will keep going until you can find something that is a little less used. But it’s just another way for you to find groupings of hashtags that are related to each other and then move on to RiteTag and test them out and see the statistics.

So, let’s see, any more questions right now, no, okay. I think I’m all cut up. And, so, after we’ve gone through all of this, I think I’m all cut up, oh I found you. Oh, my screen sharing is paused so let’s stop sharing so you can see me. Okay, so, now that we’ve gone through everything, yes, thank you. Okay, Birgit. Wondering how much content? Okay, so I think I’ve answered everyone’s questions so far. It was a lot going on. And let’s see, I hope it didn’t pause. Did I lose anyone? Let me know if I lost anybody or if it’s still going. But, I wanted to kind of wrap it up here anyway because we’ve gone over a lot. We’ve talked about story you should be using in Facebook and Instagram. We’ve talked about the length of the posts that you should be going over at the hashtags, how to find them in a first place using competitor research, and how to test them using those three sites that I’ll drop in the comments after we wrap up here.

Now, what I want to talk about now is that we’re going to even more depth on more platforms in the DNC Written Marketing course and I’m going to post a link to the actual course guide for you to check out, if you want to see everything that’s involves. But, we talked about all of the platforms, the big 6 and how you should be posting on them and we tell you how to figure out if that’s even the right platform for your brand so that you’re not wasting time posting somewhere where your clients aren’t actually going to be. Still here! Okay, thank you for showing up, Mara. You’re going to watch the replay, great! I’m so glad you came. Thank you so, so much. We are wrapping up so you won’t miss too much but you can watch the replay after we get back or after you get back. Yeah. So, the DNC Written Marketing course…not only do we go over that social media and help you figure out what’s best for your brand and what platforms you should be posting on in order for you to get the best engagement and the best traffic to your website. We talked about the website copy you should write on your website, all of the pages, every single page you need to have written on your website, we tell you how to write that copy and we give you templates and checklists so that you can just plug in and play and move on and you know that, that copy is going to work. We also talked about email funnels, and series, and sales funnels, and how you can indoctrinate your customers using a series on your email list, how to actually build that email list up, and how to move them from a subscriber to a buyer using your email list. We also talked about blog post and changing that content into video and audio, and how to incorporate those free downloads, and then discount downloads, and move those customers from wanting free content to wanting that first product that you’re selling or that first program or that first service. We talked about all kinds of stuff in the written marketing and we’re actually formulating a brand-new segment.

We’re going to post after we go live in January because if you buy the course in January, you’ll actually get lifetime access in every single update that we ever add to it is yours included in that price. So, we’re actually going through a Facebook ads module next and we’re going to, we’re developing that right now in order to add to it after we go live in January for everyone who buys. We’re also going to have incredible bonuses for the week of the launch in January. We’re going to have huge discounts. We’re going to have extra freebies that are not going to be available in the course, only to those who buy during that week. We’re going to have coaching course available as part of the course you actually get invited into a Facebook community where you can submit every single piece of writing that you create in the course for feedback for me and my team. So, professional copy writing feedback. So, not only do you get the theory and the practice, templates and checklist, and examples. We have a case study that we’ve created to show you how to implement everything. Not only do you get all of that, but as you’re going through the course in creating it, you might be wondering, how do I know if I’ve done this right? How do I know if I followed all of these principles perfectly? Well, you can then drop every single piece into the Facebook community and submit it to us and we can tell you how well it’s done. We can edit parts for you. We can help you make it the very best that can be. So, not only have you learned the principle and you’ve seen the examples but you’ve created it. You received feedback so that no matter what from that point on, you are a copywriter. You will never need to hire a copywriter because we’re going to teach you everything that we know to make you successful at that. It is so important to have expert copywriting on your website for your products, your services, your offerings, and a lot of start-up entrepreneurs don’t realize the importance of this until they ran into that wall. You’ve created the website, you’ve created your product lines, you know who your ideal customers are and yet, there’s still this brick wall. Why aren’t you making the sales that you want to make. And a lot of that just comes down to communication, and how clear is your copy, and how much are you pushing that story across to help your customers see themselves using your products, experiencing the results from your services, all of that. So, if you’re wondering how your marketing is going, how you rank, how you have learned yourself, there is a quiz link in the text underneath this video for you to take and I encourage you to click on that and take it. It’s completely free and we’ve created it in order to help you analyze yourself and rank yourself against the principles that we use in our business. After you taking this quiz, I’m going to email you with the whole bunch of resources based on how you came out of the quiz, based on how you ranked to help you get to that level. And it’s all resources like blog post and mini courses and things that can help you level up without spending too much money and we even include some of these services in ours. So, take a look of that, take that quiz and I’m going to drop the course guide for DNC Written Marketing here so that you can actually take a look and see everything that’s going to be involved in it when we debut in January.

And so, I really appreciate everybody coming out. If you got any last-minute questions, also still here good. Okay, if you got any last-minute questions, definitely let me know. We’re going to wrap it up right here, I’m going to post the links to those three tools for your hashtag analysis and the course guide. And then, next Saturday, we’re going to go over something else that’s really incredibly special. I am not going to review it here because it’s something a lot of people have and asking about it. And so, if you’re interested in showing up for that next live, if you’re interested in getting the information, we’re going to talk about there, definitely click that quiz and take the quiz because it will also get you on our email list. And, you’ll be notified about every single live that we go through as part of this master class. You’ll be notified about all discounts on our services, templates, everything that we offer, you’ll have the access too. And so, you’ll also be able to hit reply and talk to reply to me. If you have any specific struggles that I haven’t covered, I absolutely encourage you to email me directly, you will get a response directly from me helping you out whatever you have. So, thank so much for showing up. Thank you so much for jumping in to this. If you just showing up and you didn’t get a chance to watch everything, don’t worry this replay will be up right after I close the live and you will be able to watch everything. So, thank you again and make sure you like and follow this Facebook page. Follow us on Instagram at @dnccopywriting to see some behind the scene stuff and we will definitely see you next Saturday for our next surprise masterclass. Thank you so much guys.


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