content strategy

Need An Editorial Calendar Template For Your 2020 Marketing Strategy? (Hint: The 2020 Diary Is It!)

You know you need to be more consistent with your content but you’re struggling to get into a rhythm. And you often struggle to come up with ideas for social media updates and for your blog/vlog and email newsletter.

Sound familiar?

I’ve struggled with this in the past too. I’ll admit I’m not the most organised person in the world but I’m very productive, publishing hundreds of podcasts, blogs and social media posts every year, and rarely missing a deadline.

So what changed? I put systems in place to help with content planning. I now know exactly what I’ll be publishing, where, when and – most importantly – why.

This is what led me to create the 2020 Social Media Diary & Planner , an A4 desk diary designed to help you hit your content goals – not just for a few weeks, but for an entire year. The diary takes you through your annual, quarterly, weekly and daily planning with the help of templates, planners and hundreds of key dates and awareness days to inspire your content. Read: How the 2020 Media Diary Can Help You Create 52 Weeks of Content.

Just as it has for me, the 2020 Social Media Diary & Planner will save you time on your content planning and creation, and give you tons of content ideas for the coming year, allowing you to create multiple pieces of content from a single blog post, video or podcast.

If you prefer a little more support, guidance and accountability to stay focused and on track, the Media Diary Owners’ Club is ideal. Read more about the difference between the 2020 Social Media Diary & Planner and the Media Diary Owners’ Club.

Here’s how to use the 2020 Social Media Diary & Planner to create your 2020 editorial calendar. 

Create your annual content plan

Start by blocking off some time, undisturbed, to take a longer-term, broad look at the whole of 2020.

Whilst you won’t know exactly what’s happening every week - or even every month - there will be some key business activities you have planned at various points throughout the year.

Next, list two to three things that are happening within your business in each quarter of the year. If you run an online shop it might be that you already know which time/s of the year you’ll be running sales so you can plot those in. If you have stands at expos you can put in the dates of the events you’ll be exhibiting. Or maybe you run your own live events and/or are a speaker and already have some dates booked in.

There’s a handy planning sheet in the diary to help with this and if you’re in the Media Diary Owners’ Club it’s available as a printable.

Next, look at what’s happening in the wider world and in your industry as a whole.

Pick two or three awareness dates per quarter that are relevant or could be connected in some way to you and your business.

Plot these in the diary and use them as inspiration for content. In the 2020 Social Media Diary & Planner we’ve included hundreds of key dates connected with sport, food and health and so much more.

For example, if you have a pet business, you might want to create some timely content around Crufts dog show in March. If you design clothes or accessories, you could create some content around London Fashion Week in January. And if you run a food business, you might plan some content around National Doughnut day in June.

Create your quarterly plan

Now that you’ve formed an overview of your year, it’s time to focus in on each individual quarter. If you struggle to work on all four quarters in one go, I'd suggest starting with Q1 and making a note in your diary to work on Q2 in a few weeks’ time.

If you want your content plan to be manageable, it’s best to plan one piece of cornerstone content for each week. This one key piece of content (whether it’s a video, blog or podcast episode) can then be broken down into multiple pieces of repurposed content for each day of the week. This means you’ll only need 12 ideas for each quarter. Sounds more manageable already, right?

Plot these pieces across the weeks of your quarter/s, based on your business activities and the key dates and awareness days you’ve chosen to focus on so your content will be timely and engaging.

Plan your weekly content

Now it’s time to zoom in even closer in on 2020 and look at each individual week.

Take each piece of content you’ve planned for each week, and work out how you can break it down in several smaller pieces of content. This is the beauty of repurposing. A video can become a blog, you can strip the audio from it and put it out on your podcast or you can work with a graphic designer or use a tool like Canva to create some eye-catching images based on key points and quotes from the video.

Content repurposing - combined with a creative mindset - will make every piece of content work harder for you and your business. You’ll no longer be stuck for fresh ideas for content when you’ve got this content repurposing plan in place.

Schedule your daily content

This is where you plan the detail of what content is going to go out on which platforms each day.

The 2020 Social Media Diary & Planner contains a planning template for each week where you can jot down the content you plan to publish on all of your channels.

I recommend using a tool such as Buffer or Hootsuite to get your content written out and scheduled in advanced, which will take away the day-to-day pressure.

If you want to make 2019 the year that your content really starts working for you, drawing in business and converting sales, then the 2020 Social Media Diary & Planner is what you need. If you like the idea of more support and accountability, as well as further advice on how to use the diary, we’d be delighted to give you that in the Media Diary Owners’ Club.

How I chose the speakers for #2020 Sorted

If you’re thinking of coming along to my annual content planning masterclass #2020 Sorted you may want to know more about the speakers – and how I chose them.

A quick bit of background: #2020 Sorted is a live content planning masterclass that will walk you through the steps you need to create a year-long content plan for your business.

It’s specifically designed for coaches, creatives and entrepreneurs who want to publish consistent content but get easily distracted and overwhelmed (it takes one to know one!).

Included with your ticket will be your 2020 Media Diary, packed full of awareness days and key dates you can use to plan out your content across the year. No more trawling the web for inspiration for blog articles, social media updates or ideas for your email marketing.

Day 1 is all about inspiration. We’ll start by going deep on what kind of content you should be creating for your business - so you can maximise your time, get more engagement and, ultimately, make more sales.

On Day 2, we’ll create your content plan for 2020. I’ll break it down step-by-step: annual, quarterly, weekly and daily, so it feels manageable. You’ll leave full of ideas for your content in 2020 and (if you follow all the steps) with a full-on content plan for 2020.

During the two-day event, you’ll hear from some of the world’s leading content marketing experts. You’ll also hear from six inspiring content creators who are making their mark on a specific platform, including Instagram, Twitter, LinkedIn & Facebook (and they're all current or former clients and/or members of my team).  There’s no fluff at a Janet Murray event (you can find out more about what you can expect at a Janet Murray event here). All of our speakers will share practical advice you can apply in your business straight away. 

Headline speakers 

Janet Murray (that’s me)

I’m a content marketing expert, author and international speaker who has managed to build a multiple six-figure business with multiple streams of income (including a membership community, online courses and books/publications) - despite being one of the most disorganised people on the planet.

Over the past few years I’ve published hundreds of podcast episodes and blog posts - but never missed a deadline. I put my unlikely success down to creating easy-to-follow systems and processes for content planning (that work for people with low attention-spans like me). And that’s exactly what I’ll share with you live, in the class.

I’m also the creator of the Media Diary - an A4 desk diary you can use to plan out your content for the coming year. It’s jam-packed with key dates and awareness days that will ensure you never run out of content ideas again. And if you come along to #2020 Sorted, you’ll be one of the first to get your hands on my 2020 Social Media Diary and Planner. 

Natalie Lue

Natalie Lue is the founder of Baggage Reclaim - an online resource that helps people clear their emotional baggage and increase their self-worth. Over the past decade, she has built a profitable business selling digital products including books, courses, events and a membership community. I first ‘met’ Natalie back when I invited her to be a guest on podcast having stumbled across her blog online and we’ve stayed in touch ever since. She’ll be talking about how to create blog content that will help you make sales in your business. 

Listen to my podcast episode with Natalie Lue on how to turn your blog into a business

Bella Vasta

Bella Vasta is an authority on building Facebook groups and the host of a long-standing podcast: Bella In Your Business. Bella specialises in helping pet business owners scale their business (having founded her own award-winning pet sitting business) but  is brilliant on all aspects of content marketing. She also speaks all over the world about online business and marketing. I first met Bella in a bar in San Diego at Social Media Marketing World (she spoke there in 2019 and is due to speak there again in 2020). But it was hearing her interview with Michael Stelzner on the Social Media Marketing podcast that made me invite her to speak at #2020 Sorted. She’ll be speaking about what kind of content you should be creating in 2020 to build your online community. She’s travelling all the way from Phoenix, Arizona to speak at #2020Sorted, so I hope you’ll make her welcome.

Listen to my podcast interview with Bella Vasta on how to turn your Facebook group from ghost town to garden party. 

Rob and Kennedy 

Rob (a hypnotist) and Kennedy (a mind reader) teach other entertainers how to get fully booked. They’re also the founders of Response Suite - an online tool that helps you make more sales from every single email subscriber (which means you don’t need a massive list to make decent cash). I first met Kennedy on LinkedIn, after he snared me with his awesome social stalking strategy, introduced me to Rob and persuaded me to give Response Suite a go. These guys will be helping you plan engaging email content that will help you generate more income in your business in 2021. 

Listen to my podcast episode with Rob and Kennedy on: how to use surveys to increase your online sales. 

Andrew and Pete 

I first met Andrew and Pete at a Seth Godin event in London a few years’ back. Since then, I’ve shared a stage with them at numerous events including CMA Live & Social Day and they’ve become two of my favourite business besties. Andrew and Pete have spoken all over the world about content marketing, including Social Media Marketing World, Content Marketing World and the Youpreneur Summit. They have a talent for creating entertaining content that looks spontaneous and off-the-cuff but is actually highly-planned and polished. They are also tremendous fun, so I can’t wait for you to meet them. 

Spotlight Speakers 

With the exception of Hannah Otto (who used to be part of my content creation team), all of the spotlight speakers are current/former members of my Build Your Audience membership programme (formerly the Love Marketing membership). 

Janine Coombes

Janine helps small businesses with their marketing. Over the past year or so, Janine has built a loyal online following by creating engaging video content on LinkedIn. She’ll be talking about how focusing on ONE social media platform could be the key to your business success in 2020. 

Jennifer Hamley

When luxury handbag company founder Jennifer Hamley hit rock bottom in her business, she came up with an innovative rescue plan: hosting a Facebook live sale. Not only did she generate £12k in just seven days, she discovered a fun way to promote her business. She’ll be sharing her tips on hosting Facebook Live sales in your business in 2020 and beyond (and yes it’s not just for product-based business). 

Sarah Mulcare

Former management consultant Sarah Mulcare helps businesses and brands generate leads and sales through Facebook messenger chatbots. She’ll be talking about why you should consider using chatbots in your marketing in 2020 (plus how to get started).

Hannah Otto 

When Hannah Otto bought a house that needed renovation, she decided to document her journey on a blog and on Instagram. Two years on, she’s heading for 9k followers on Instagram and generating income from working with household brands...all while bringing up small children and, in her own words, attempting to ‘wife a husband’. She’ll be sharing her wisdom on growing your following on Instagram (including what to post, when to post, how to use hashtags, making the most of Instagram Stories) and tons of other useful stuff).

Catherine Gladwyn 

Over the past 18 months, Virtual Assistant Catherine Gladwyn has taken her email list from zero to 1k. This has enabled her to sell hundreds of copies of her book How To be a VA, launch a membership community and 4x her income. She’ll be sharing the strategies she used to get her first 1k email subscribers. 

Kerry Jordan

In 2017, Kerry Jordan attended my content planning masterclass. As she was looking at the awareness days in my Media Diary, she found herself wondering if she could set up her own. So that’s exactly what she did. For the past two years, #nationaldogphotographyday has trended on Twitter. She’ll be sharing her advice on how you can set up an awareness day of your own (and how it could help your business).

Want to attend my annual content planning masterclass #2020 Sorted on 14 and 15 November 2019? You can book your ticket here. 

[343] The three audiences you must build to create a profitable online business

Are you feeling frustrated because you're trying to build your online audience...but you still don't have enough clients?

While activities like social media marketing, blogging and building your email list are brilliant for attracting cold leads (i.e. people who don't know about you yet), research consistently shows that most people need at least 7 or 8 touch points with you before they buy. Which means it could take up to a year - or longer - before they are ready to buy from you. 

So if you’re prioritising attracting people who might be ready to work with you in a years’ time (your cold audience) over people who have the money and desire to work with you right now (your warm and hot audiences), you’ll soon find yourself short of clients.

That’s why it’s vital to remember that you actually need three audiences: hot, warm and cold and you need to be giving the right kind of attention to each. 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}.

1. Your hot audience 

Your hot audience includes the people who are most likely to buy from you. These are generally people you already have a relationship with e.g. your existing or previous clients/customers, friends/family. The marketing activities that generally work best for your hot audience are:

  • Personal emails
  • Personal messages (Facebook, Twitter, Instagram etc)
  • Phone calls
  • Meetings
  • Letters
  • In-person networking

These are generally referred to as high-touch marketing strategies and include a mix of on and offline activities. With high-touch marketing strategies, you would typically contact the prospect on a one-to-one basis.

Typical conversion time: If a prospect already knows, likes and trusts you, they may be able to make a buying decision immediately. Which is why hot audience leads can convert in 30 days or less.

If you're prioritising attracting clients who might want to work you in 12 months' time (your cold audience) over people who might want to pay you to work with them right now...you'll soon find yourself short on clients

2. Your warm audience 

Your warm audience is the second most likely group to buy from you. These people are generally aware of you - and may have expressed an interest in your product/service - but you don’t necessarily have a relationship with them. e.g. engaged social media followers, email list subscribers (who either haven’t bought anything from you or have only made a small investment so far), Facebook group members, friends-of-friends.

High-touch strategies can also work with warm leads but generally this group are still getting to know, like and trust you. So the marketing activities that tend to work best with your warm audience are:

  • Blogs
  • Podcasts
  • Webinars
  • Social media posts (high-value)
  • Facebook Lives
  • Books
  • Speaking
  • Lead magnets
  • Online networking
  • Retargeting ads (adverts that are shown to people who have already looked at your sales page)

These are generally referred to as medium or multi-touch marketing strategies that include more online than offline activities. With medium or multi-touch marketing strategies, you typically contact the prospect on both a one-to-one and one-to-many basis (e.g. automated emails sent to multiple recipients).

Typical conversion time: If a prospect already knows a little bit about you, they may be able to make a buying decision more quickly. But they still need to get to know, like and trust you. Which is why warm leads can take 3-6 months to get to the stage where they are ready to buy.

3. Your cold audience 

Your cold audience is the least likely group to buy from you. These people don’t even know you exist right now...so why would they buy from you right now?  This group still need to get to know, like and trust you so they also need to be nurtured with content. So the marketing activities that tend to work best with cold leads are:

  • Blogs
  • Podcasts
  • Webinars
  • Social media posts (high-value)
  • Facebook Lives
  • Books
  • Speaking
  • Lead magnets
  • Online networking
  • Facebook / Instagram ads

There’s no reason why you can’t target this group from ‘cold’ content e.g. Facebook ads or blog content, but you will probably find they need to see your content 6, 7 or 8 times before they buy.

These are generally referred to as low-touch marketing strategies that generally only include online activities. With low-touch marketing strategies, you typically contact the prospect on a one-to-many basis (e.g. automated emails sent to multiple recipients).

Typical conversion time: Most people need 7 or 8 touch points with you before they buy. Which is why it typically takes a year or longer to convert cold leads into buyers.

So if you want to boost your sales - quick - you need to focus on your hot audience and use high-touch strategies to reach them. That’s not to say you shouldn’t be thinking about your warm and cold audiences….you should be working on attracting and nurturing these people every single day.

Avoiding the ‘cold audience’ trap

Many coaches, consultants and experts fall into the trap of spending too much time on cold audiences...and barely any time on following up their hottest leads.

This is because your hottest leads tend to be people you’re working with right now or have worked with in the past. And these people typically respond best to high-touch activities e.g. email, phone calls etc.

The problem is, reaching out to family, friends or current/previous clients can make you feel embarrassed. While these people - the ones who already know, like and trust you - are the ones who are most likely to say ‘yes’ to you (or refer you to your ideal clients) - they’re also more likely to hurt you.

Because getting a ‘no’ from someone you know stings far more than getting a ‘no’ from a stranger, right? Which is why it's tempting to distract yourself with social media, blogging and creating email lead magnets....instead of reaching out to people who are ready to work with you right now. 

How much time should you spend on your cold, warm and hot audiences? 

The rather unsatisfactory answer is: it depends.

If you have enough clients and leads to keep you busy for the next 12 months, you may be able to spend as little as 30 minutes a day on your hot and warm audiences - freeing you up to spend time on your cold audience (which is typically more time consuming).

But if you need clients right now - if you’re struggling to pay your bills each month - it's time to get honest with yourself. Are playing in the cold ring i.e. focusing on your cold audience because it feels more comfortable than reaching out to your hottest leads? 

If the answer is 'yes' it's time to refocus. Here are the steps I'd recommend:

  1. Take an honest look at how much time you're spending each day on your cold, warm and hot audiences. Use a tool like Paymo or Toggl to track how you are spending your time.
  2.  If you're spending too much time on your cold audience, hit 'pause' on your cold outreach activities for a few days while you have a system in place for prospecting and following up with your hottest leads.
  3. Do an audit of your hot, warm and cold leads (as in the example above) and the activities that will work best for each
  4. Decide how much time you have each day/week for your cold, warm and hot outreach (I’d recommend getting into the habit of spending the first 30-60 minutes of your working day on hot outreach - you'll feel so much better knowing it's done.

Podcast show notes:

  • Why your marketing strategy isn’t attracting you any leads (5:15)
  • The three different types of leads you need (8:20)
  • How to reach out to your ‘hot’ leads and convert them into clients (11:02)
  • How to reach out to your ‘warm’ leads and convert them into clients (20:12)
  • The average conversion time for your warm leads (28:40)
  • How to reach out to your ‘cold’ leads and convert them into clients (32:30)
  • Why you shouldn’t spend all your time attracting cold leads (40:40)
  • How to prioritise your marketing strategies correctly (48:02)

Resources

Blog Post: How I chose the speakers for Build Your Audience Live

Episode 335: How to create a high-converting lead magnet

Keap (previously InfusionSoft)

Janet Murray’s Prospecting Kit

Purchase the ‘How to create coaching packages’ masterclass here

Join the waitlist for the Build Your Audience Programme here

Janet Murray’s Audience Calculator

Join the priority wait list for Build Your Audience Live Event here

Apply for a place on the LinkedIn Content Strategy Masterclass here

Get your hands on the ‘How to write awesome sales copy’ course now

Register your interest in the Build Your Audience programme

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

Connect with me on Twitter, Instagram, Facebook and LinkedIn

 

[341] How to use stories to attract your ideal clients with Marsha Shandur

Do you want to attract more of the right clients? Storytelling is one of the most powerful ways to build an audience and to establish trust and credibility.

But many people either lack confidence in their storytelling ability or are scared of revealing too much of themselves.

In this episode, I talk to story coach Marsha Shandur who teaches others how to tell their own personal stories to build audiences. She explains the power of storytelling, busts the myths surrounding it, and gives practical advice on using stories to grow your audience.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}.

Why storytelling is important

Storytelling makes people who encounter you – a potential client or somebody you want to subscribe to your email list  – feel like they already know you.

As Marsha explains: “Given the choice between hiring someone who we knew was a friend of a friend, or hiring someone who's a total stranger, we’re more likely to go for the friend of a friend because there's some trust value there. Telling stories is a way to make strangers feel like they're your friends instantly.”

Myths about storytelling

“There’s a myth that either you're a good storyteller or you're not, like you're born with the talent for it or you're not. We all tell stories when we're kids, but we forget that,” says Martha.

She believes storytelling is a learnable skill and that there are a set of rules to follow that anyone can learn.

Another myth is that people think they have to have a fascinating life to be able to tell engaging stories. In reality, it's not about the story you tell, but about how you tell it. In fact, if your aim is to build an audience or to make a connection with people who don't know you, the less outrageous your story, the more likely people are to connect with it.

Marsha uses the example of people who quit corporate life to follow their dream career for entrepreneurship. Typically these kind of people believe their story isn’t interesting or dramatic enough to attract their ideal clients.

But Marsha believes a story like this can give you credibility. There will be other people out there who want to quit corporate life because they want to be an entrepreneur. That story will resonate with them and give them confidence that you understand their problem.

It also offers hope – you’re showing them there’s a way out of the situation they’re in.

It also shows prospective clients that they are not alone - that there are other people out there who feel the way that do. This is really powerful.

Whether you want people to hire you, to buy from you or subscribe to your mailing list and get on board with you, you need to create trust in them, and that’s what personal stories do.

The importance of sharing vulnerabilities

Many coaches, consultants and entrepreneurs are terrified of sharing personal details of their life - particularly if they have previously been in corporate life.

Janet’s clients often tell her they are worried about oversharing, being boring and/or being laughed at by former colleagues.

But being vulnerable isn’t about sharing huge life-changing events. It’s about showing small vulnerabilities and being honest enough to admit that your life is not perfect.

In fact, Janet believes being vulnerable can help you create a stronger connection between you and your audience.

For Marsha too, showing vulnerability is a crucial part of helping people connect with you. She explains, “When we meet someone, vulnerability is the last thing we want to show them but it's the first thing we look for. The reason we want vulnerability is because we feel inadequate if we're around people who don't show it.”

Leadership and vulnerability

Many coaches, consultants and entrepreneurs also worry that being vulnerable will compromise their status as a leader.

But this is rarely the case - as Janet found when she accidentally went live on Facebook page recently. In fact, people contacted her afterwards and said that seeing her mess up made them feel so much better about things that had gone wrong for them in the past.

As Marsha points out, “Telling a story about a time that you were imperfect, shows people that you’re not a perfect robot.”

If you’re worried about oversharing, Marsha recommends choosing stories that allow you to maintain emotional distance. Sharing too much – for example, that you’ve had a fight with your husband  –  could mean that your audience won't feel safe. But sharing that you accidentally went live on Facebook is unlikely to have the same effect.

Janet Murray Speaking at Youpreneur Summit 2017

How to be a good storyteller

It’s tempting to think that being a good storyteller means sharing all the details: the beginning, the middle and the end. Actually the opposite is true. It’s the small ‘moments’ that help your audience connect with you.

A great story consists of two things, says Marsha.

  1. How you felt
  2. What happened next

For example, Janet recalls being sat at a speakers’ dinner with her entrepreneurial heroes Pat Flynn and John Lee Dumas sat beside her. A woman came up, knelt down beside her and said ‘are you one of the speakers’ wives?’ (Janet was also a speaker at the event).

The fact Janet refers to them as her ‘entrepreneurial heroes’ tells us she was excited [how she felt] and the woman kneeling down beside her is the ‘what happened next.’

One story can be told from different angles - allowing you to repurpose your content. For example, Janet has already used this story in her social media marketing in a number of different ways.

Angle 1: How Janet can’t help getting starstruck when she meets her entrepreneurial heroes

Angle 2: How difficult it is for women speakers to be taken seriously

Angle 3: The curse of being British and polite (Janet almost pretended she wasn’t a speaker so she didn’t hurt the woman’s feelings)

How to deal with criticism

One of Janet’s clients had an unsettling experience after going live on Facebook and receiving some unsolicited criticism from a friend, discouraging her from doing any more video.

Marsha think this is difficult to avoid when doing anything in the public eye and has had similar experiences herself.

And, as marketing is generally about attracting and repelling people, if some people don’t like what you’re doing, it can actually be an effective way of flushing out timewasters.

“Even if your story offends a bunch of people or makes them think badly of you, it also will have helped a load of other people. So if someone is mean, remember that's not the person that you're trying to effect. That's not the person that you want on your mailing list. And that's also not the person who’s going to relate to your story - or become your client.”

Podcast show notes:

  • Marsha’s business story
  • Why people are scared of storytelling (and why you shouldn’t be)
  • Why it’s good to show vulnerability (without airing all your dirty laundry)
  • How to get to the point and pick out ‘the moment’ that will hook people in
  • Why you shouldn’t worry if your stories are not for everyone
  • How sharing your mistakes or fears helps people to feel comfortable

Resources

Marsha’s Website: Yes Yes Marsha

Marsha on Twitter and Instagram

Purchase the ‘How to create coaching packages’ masterclass here

Join the waitlist for the Build Your Audience Programme here

Janet Murray’s Audience Calculator

Join the priority wait list for Build Your Audience Live Event here

Apply for a place on the LinkedIn Content Strategy Masterclass here

Get your hands on the ‘How to write awesome sales copy’ course now

Register your interest in the Build Your Audience programme

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

Connect with me on Twitter, Instagram, Facebook and LinkedIn

How to increase your LinkedIn views

Want to attract more leads and sales on LinkedIn?

You need to create engaging content.

The kind of content that makes your ideal clients and customers want to visit your profile and find out more about what you do.

Read on to find out more about how to increase your LinkedIn views - in just five easy steps.

1. Publish posts and articles

First off, make sure you’re clear on the difference between posts and articles.

Posts are the short (up to 1300 characters) status updates shown in the LinkedIn home feed.

Articles are long-form pieces of writing (up to 100K characters) that are LinkedIn’s equivalent of blog posts.

I believe you should be publishing both posts and articles. This is because LinkedIn counts views differently for posts and articles.

With posts, a view is counted every time a post is presented in someone’s home feed. This means the content might not have been read – it was just shown to them.

Article views are counted only when someone actually clicks through to an article. So although your views might be lower for articles than posts, the fact someone has taken the trouble to click through to your article (from a link you’ve provided in a LinkedIn post, email, Google search or other social media platform, for example) means they are probably a hotter lead than someone who simply sees your post.

If you are a coach/consultant, articles are also a great way to demonstrate your authority and expertise. It’s easy to claim you’re an expert in a given topic on your LinkedIn profile. It’s far more challenging to show you are an expert through your content. This is why publishing valuable content - that solves your ideal clients’ problems -  will instantly makes you stand out from your competitors.

As with any social media platform, however, the real measure of success is engagement. So you may find comments - rather than views - are a better indicator of the success of your content.

I recommend posting at least one article a month and two to three posts a week (more if you want to grow quicker). 

Learn more about how to create 52 weeks of content for LinkedIn here.

2. Write text-only posts (but make them visually appealing)

In the 18 months or so I’ve been active on LinkedIn, I’ve found that text-only posts outperform every other content format.

However, I’ve also found that repeating the same type of content can result in a drop-off in engagement, which is why I mix things up with image and video posts. 

I’ve also found that making text-only posts visually appealing - by adding emojis and bullet points, for example -  increases engagement .

3. Create engaging LinkedIn posts

It sounds obvious, but the best way to get more views on your content is create engaging content that people actually care about.

I’ve experimented with lots of different styles of LinkedIn posts but these four styles of post generally get the most engagement.

The review post

This is where you ‘review’ an experience that allows you to show your ideal clients how you could help them. Tag others in who have been part of the experience and you’ll almost certainly get more views on your post.

For example, I recently created this post on my speaking engagements in 2019, tagging in other speakers/event organisers who have been part of my journey.

At the end of the post I mentioned that I was running a masterclass on how to get booked to speak on big stages in 2019 which lead to a number of enquiries via DM.

Bonus tip: Tagging people can be a great way to get engagement on any type of LinkedIn post (I recommend aiming to tag five people in every post). Just don’t overdo it. Only tag in people you think will genuinely have something to contribute (even if it’s just a ‘thanks for including me’) and try to mix things up, so you’re not tagging the same people in all the time.

The ‘gratitude post’

This is where you reflect on a positive experience that allows you to show your ideal clients how you could help them. This could be a recent speaking gig, a workshop you’ve run, a project you’ve been working on….the possibilities are endless.Tag others in who have been part of the experience and you’ll almost certainly get more views on your post.

For example, I recently created this post about the launch of the Media Diary Owners' Club - the LinkedIn edition - which attracted 10,000 views in a matter of hours.  I posted a link to the club in the comments and made a number of sales as a result.

The ‘behind-the-scenes’ post

This is where you show behind-the-scenes of your business in some way. If you run a floristry business, you could share video of you making up a special bouquet. If you run live events, you could share pictures or videos of you/your team setting up for the event. If you have an information product share a sneak peek of the content and/or get your audience involved in the creative process.

This is exactly what I did ahead of the launch of the Media Diary Owners' Club - the LinkedIn Edition - attracting 42 comments and a number of enquiries before it was even on sale. 

You may feel as if you’re getting less views on visual/image-based post but that doesn’t necessarily mean your ideal clients aren’t engaging. Every time I share a video of the inside of my 2019 Media Diary, I always make sales. 

The ‘grenade’ post

This is when you post about a topic you know people will have strong opinions about and/or will divide people. For example, I recently posted about why I believe paying attention to your personal image is vital if you want to get booked as a speaker. Not everyone agreed with me, but it lead to a number of enquiries from coaches/consultants who are perfect for my one-day masterclass on how to get booked as a speaker.

Grenade posts are not for the faint-hearted but they are definitely very effective - and consistently trump the engagement I get for any other kind of posts.

My advice would be to use them sparingly - no more than a few times a month - and mix them up with the less controversial style of post I’ve shared above.

Bonus tip: Make it as easy as possible for people to engage with your content - by asking closed questions and offering choice where possible. 

4. Use LinkedIn’s native video

If you share video on LinkedIn, upload it directly to LinkedIn rather than pasting a link to YouTube or another video site.

This is because the LinkedIn algorithm favours content that keeps users on the platform over content that sends them elsewhere.

Remember that most people will be watching your video on a mobile device with the sound turned down/off. This is why it pays to add captions.

I recommend using Rev.com, which creates video captions for $1/minute. This generates an .srt file, you can upload directly to LinkedIn (look for the pen icon in the top-right corner) which will add captions to your video.

Personally I find using .srt files to generate captions on both Facebook and LinkedIn can be a bit hit and miss i.e. sometimes it works, sometimes it doesn’t. This is why prefer to add permanent captions to my videos using a service like Kapwing. This also allows me to easily repurpose my videos on other social media platforms.

Bonus tip: if you do want to share external links, post them in the comments, as this doesn’t seem to have a negative effect on the algorithm.

5. Give back to the LinkedIn community

If you’re trying to increase your views on LinkedIn, you may think you need to focus solely on what’s happening on your own feed.

Liking and commenting on your ideal clients’ feeds is a great way to encourage others to check out your content (if you’re adding value on other feeds, people won’t be able to resist checking you out).

A good rule of thumb - particularly when you’re just starting to grow your audience on LinkedIn - is to comment on ten other peoples’ feeds before you post on your own.

And don’t forget to respond to everyone who comments on your own posts. LinkedIn tends to favour comments made in the first hour after posting - so try to ensure you’re available then to respond to any early commenters.

But there’s no need to respond to all the comments at once. In fact, popping back to respond to comments at three to four hour intervals can be a much better strategy. This reminds the LinkedIn algorithm that your post is engaging - upping the chances of it being shown to more people.

Bonus tip: Once a post is starting to gain momentum, tagging in other LinkedIn users in the comments can be a great way to give it a longer shelf life. Just bear in mind the guidelines I shared on tagging in point 3.

Create 52 weeks of content with the 2020 Social Media Diary & Planner

Do you find it hard to think of creative content ideas and stick to a content plan for more than a few weeks at a time?

It all starts with content planning and that’s exactly what the 2020 Social Media Diary & Planner is designed to help you do.

It’s an A4 desk diary that includes hundreds of awareness days and key dates to help you plan your media content for 2020. There’s also useful planning tools to help you with annual, quarterly, monthly and weekly planning (and save you tons of time in the process).

Invest in the 2020 Social Media Diary & Planner and, not only will you save time and money on your content planning and creation, you’ll never run out of ideas again.

Here’s a step-by-step guide to planning 52 weeks of content using the 2020 Social Media Diary & Planner. 

1. Block out some time for content planning

First things first, set aside some dedicated time for your content planning. If you can, go off site. Find a cafe you like to work in – a quiet hotel lobby - anywhere where you can focus on this task uninterrupted. You’ll be much more productive and creative this way.

2. Create your annual content plan

It can be helpful to approach your content like a videographer. Start with ‘wide shot’ of your business - looking at how to shape your content across the year - and gradually zoom closer, until you’re focusing on quarterly, weekly and daily content.

So let’s start with that ‘wide shot’ of your year. Think about the key things that are happening in your business in each quarter of the year. When will you be launching new products/services? Are you doing any speaking? Will you be attending any industry events? List at least three key things for each quarter.

There is a planning sheet in the diary to help with this. If you’re in the Media Diary Owner’s Club – perfect if you want some extra training, support and accountability to help you make the most of your diary – it’s also available as a printable. Find out more about the difference between the 2020 Media Diary and Media Diary Owners’ Club.

Once you've written down what you're going to be doing each quarter, see if you can find two or three awareness days/key dates in the diary you can use to spark content ideas.

For example, if you have a pet business, you might want to create some timely content around Crufts dog show in March. If you design clothes or accessories, you could create some content around London Fashion Week in January. And if you run a food business, you might plan some content around National Doughnut day in June.

Don’t make the mistake of thinking some of the dates in the diary aren’t ‘serious’ enough for your business. With a bit of creative thinking, it’s entirely possible to make them work for you. For example, parenting blogger Jenni Fuchs turned Hedgehog Day into a round-up of hedgehog picture books for children - which turned out to be one of her most popular posts that month.

Read: how to double your web traffic in 10 easy steps.

In this phase of your content planning, try not to overthink things. There’s no commitment; just because you write something down doesn’t mean you have to do it.

Some media diary owners tell me they struggle with this first task because they don’t know what they’re going to be doing in their business in 2020. If this is the case, you have a business problem not a content problem. This means you’ll need to go back to the drawing board and plan out what’s happening in your business in each quarter before you move onto your content planning.

Others say they fear writing anything down in case their business plans change in the future. Again, it’s important not to overthink this. You’ll always have to factor in change in any business and it’s much less time consuming  to tweak a plan you’ve already worked on than to start from scratch. Just apply your best thinking right now.

3. Create your quarterly content plan

Once you've created your annual content plan, you can zoom in a little closer and start your quarterly content planning.

To make life easy for yourself in 2020, I suggest you create one key piece of content a week, whether it’s a blog/vlog, podcast, Facebook Live or infographic and repurpose it into multiple pieces of content (more on how to do this later).

This means you only need to come up with a list of 12 ideas for each quarter - ideas that complement the key business activities and dates you’ve already identified in your annual content plan. Simple when you put it like that, right?

Here’s two methods you can use to create your list of 12 ideas (or you can combine the two).

Method 1: Base content around your customers’ questions - Start by making a list of 12 questions your customers ask you regularly - both generic questions and specific ones about your product/service. Then look to answer these questions through your chosen content form.

For example, my prospective customers often ask me questions like this about content planning.

  • Why do I need a content plan?
  • How often should I be publishing new content?
  • What kind of content should I be creating for my business?
  • What are the biggest mistakes people make with content planning?
  • How far ahead should I be planning my content?
  • How flexible should I be with my content planning? Is there any room for spontaneity?

There’s six content ideas right there.

They also ask me quite specific questions about the 2020 Social Media Diary & Planner:

  • What are benefits of buying the 2020 Social Media Diary & Planner?
  • What’s the difference between the 2020 Social Media Diary & Planner and the Media Diary Owners’ Club?
  • Can I see inside the 2020 Social Media Diary & Planner?
  • Will the media diary help me if I have a product-based business?
  • Is the 2020 Media Diary suitable for business owners based outside the UK?
  • I bought last year’s Social Media Diary & Planner but I didn’t use it. Should I buy it again?

There’s another six content ideas - some of which I’ve already turned into blog posts.

Method 2: Create content for each stage of your customer journey

Knowlton Digital Marketing founder Dan Knowlton talks about the need to create three types of content designed to attract customers at each stage of the buying journey. These are:

  1. Awareness content
  2. Consideration content
  3. Purchase content.

For example, my podcast episodes tend to address a specific problem listeners are experiencing e.g. how to make more sales in their business, how to get engagement on social media or how to generate passive income. This is awareness content - because it’s raising awareness of the problem and how I might be able to help.

This blog post on the difference between the 2020 Media Diary and Media Diary Owners’ Club  is an example of consideration content as I’m addressing prospective customers’ concerns and helping them make a buying decision.

An example of purchase content would be the Facebook Lives I hosted to launch the 2020 Social Media Diary & Planner. They were aimed at those who were interested in buying the diary, but wanted more information - including how and where they could buy it.

There are no hard and fast rules about how much of each type of content you should create - it really depends on what you’re selling and when. For example, if you’re launching a new product/service in February, it makes sense to focus on awareness content in January and create more consideration and purchase content in the weeks leading up to (and during) your launch.

I’ve now shared two possible approaches to creating a list of 12 content ideas for each quarter of the year. If you're part of the Media Diary Owners' Club there are printables and proformas to help you do this.

Most people struggle to plan content in great detail beyond 90 days, so put a date in your diary to plan for the next 90 days. Just being able to look across the first 90 days will really take the pressure off.

4. Create your weekly content plan

With your quarterly plan complete, you can zoom in a little closer and create a weekly content plan for your business.

This is where content repurposing comes in. Now that you’re focusing on creating one key piece of content a week, start to think about how you can break that down over a week.

For example, you could record a video, strip out the audio and turn it into a podcast. You could use a resource like rev.com to generate a transcript and turn that into a blog post. Then you could pull out some soundbites from the transcript and turn them into infographics for social media (using a graphic design tool like Canva), audio trailers (using a resource like Headliner) and video trailer (using a tool like Kapwing). If you focus on making that cornerstone piece of content work as hard for you as possible (by repurposing it in different ways), you’ll soon have enough content for every day of the week.

And don’t be afraid to post your content more than once. People are busy and may not see it the first time round (or even the third, fourth or fifth).

5. Creating your daily content plan

Now that you know which key pieces of content you’ll be producing each week and how that can be broken down into lots of smaller pieces of content, all you have to do is work out which piece will be published on which platform each day.

In the 2020 Social Media Diary & Planner, there’s space for you to plan what content you’re going to post on each of your social media channels on different days of the week – perfect for visualising how each week of your social media content will look.

If you've always found content planning an overwhelming, arduous job, you'll love how easy it becomes when you have the 2020 Social Media Diary & Planner sitting on your desk.

Get a copy of your 2020 Social Media Diary & Planner and if you need more support and accountability you can get that in the Media Diary Owners' Club.

Find out more about the difference between the 2020 Social Media Diary & Planner and the Media Diary Owners’ Club.