December 10, 2024 • 34 mins
Unlock the secrets to creating a harmonious marketing strategy with our latest episode, "Marketing Symphony." Each channel has it's own unique language and requires a slightly different approach. Discover how to tailor video content to suit the unique quirks of platforms like Facebook, Instagram, TikTok, and LinkedIn!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:18):
Welcome back everybody to In the Loop.
I'm calling the symphony.
I'm going to be talking aboutall of the different channels
that you can promote through andsome of the benefits of them,
and I'm also going to be drawingcomparisons to a few of
Punchmark's recent campaignsthat have hit every single
channel, because recently wekind of did a exercise where we
(00:41):
tried to hit every single onewith one campaign.
I'm also going to explain howyou can set up your accounts on
each of them and maybe some ofthe benefits for each.
Without further ado, let's justjump into it and learn about
the Marketing Symphony.
Speaker 2 (01:00):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
Our mission reaches way beyondtechnology.
With decades of experience andlong-lasting industry
relationships, punchmark enablesjewelry businesses to flourish
in any marketplace.
We consider our clients ourfriends, as many of them have
(01:20):
been friends way before becomingclients.
Punchmark's own success comesfrom the fact that we have a
much deeper need and obligationto help our friends succeed.
Whether you're looking forbetter e-commerce performance,
business growth or campaignsthat drive traffic and sales,
punchmark's website andmarketing services were made
just for you.
It's never too late totransform your business and
(01:42):
stitch together your digital andphysical worlds in a way that
achieves tremendous growth andresults.
Schedule a guided demo today atpunchmarkcom.
Slash go.
Speaker 1 (01:53):
And now back to the show Okay, everybody.
So the reason why I'm referringto it as a symphony is because
it's not just one leading player.
I think it is a concoction orthis chemistry and synergistic
(02:15):
effect that happens when you'remarketing a message through a
lot of different channels, andone of the things that I've
learned is that every channelhas a different kind of vibe or
a different sort of dress code,you might even say, when it
comes to what actually plays.
(02:35):
Well, when I'm referring todifferent channels, one of the
ways is these ones in particularFacebook ads, instagram, real
and boosting them, tiktok, andyou can boost those as well
YouTube videos, youtube campaignads, which is linked, linkedin,
and then different Facebookpostings through pages in
(02:59):
particular.
So those are kind of thedifferent aspects of the
symphony.
So those are kind of thedifferent aspects of the
symphony.
And you'll notice that I didn'treally talk specifically about
Instagram posts, because youshould be doing that, but
Instagram reels are going toreplace that.
They are sort of like posts,but since they're video content,
(03:22):
they do actually perform quitea bit better, especially with
the current Instagram algorithm.
And the reason why I wanted todo an episode about this is
because recently, punchmark dida little campaign in the quieter
season and this was, I believe,from end of September or, I
guess, very beginning of October, for the entire month of
October and even the first, itwas just about the first week of
(03:46):
November.
And we strategized this wholething.
We created a Google Sheet.
We had a couple differentmembers, we had Hope involved,
we had Ross involved, savannah,our designer, and it was a real
all-team effort and we wereusing these assets that we
created at the client workshopback in, I believe in April.
And there were these videoassets that we had had and I
(04:09):
kind of wanted to use them rightaway.
They were testimonial videosthat we recorded one-on-one
during some of the downtime forthe client workshop.
And we had a few of our clientsfour with Cole and Caleb, alex
and Lee and if you haven't seenthese videos, you can actually
check them all out onpunchmarkcom slash why punchmark
(04:33):
?
And it's a really cool set ofvideos.
I'm so proud of how they turnedout.
Ross did actually a lot of theediting, I did the interviewing,
hope came up with the marketingstrategy and Savannah created a
lot of the editing.
I did the interviewing, hopecame up with the marketing
strategy and Savannah created alot of the assets and the way
that we strategize this is firstwe identified how much content
(04:54):
we had and we looked at it andwe decided we had just about
four good videos and then afifth one if we really wanted to
squeeze it.
And we talked with Hope and oneof the things she had mentioned
is that there is a diminishingeffect when you market over and
over into the same channel.
(05:15):
If you were to run a campaign,for example, for six months,
it's fair to say that you'veprobably squeezed the lemon as
much as possible after one monthand then maybe you're just kind
of wasting money, maybe you'regoing to reach a fair number
more over that time, but thecosts and results are going to
(05:35):
be diminishing results over time.
So Hope was like you know what?
Let's do four weeks, or fourposts over the course of four
weeks, and then we'll have thisfifth one ready to go, and we
actually just posted it a littlebit later.
So we took about a month offand then we posted it and I can
(05:56):
explain a little bit more aboutthat.
So to talk about each one just alittle bit more, one of the
places we marketed on was withFacebook ads and these we wanted
to make sure that we did.
And what's fascinating is I hadnever used Facebook ads in this
way before, with video assets,and what was interesting is we
(06:16):
had Ross create these videos.
And a lot of the times when youedit things on a laptop, you
are naturally editing in alandscape mode.
So this landscape creates a,you know, a horizontal video,
you might say.
And those horizontal videos domuch better on desktop, of
(06:38):
course, but some of these socialmedias are starting to lean
into vertical video, which I'vedone an entire video about that
last year, and also withFacebook, they actually want a
lot of times square crop, whichis so crazy to me.
I think that square crop videosare not it.
I think that they.
I'd much rather it either bevertical and take up my entire
(07:01):
screen, or be horizontal and letme turn my phone sideways.
Vertical and take up my entirescreen, or be horizontal and let
me turn my phone sideways.
I just hate square crop, butthat's a side tangent.
So when we posted to Facebook,one of the things that we did is
we also put a little bit ofmoney behind it.
I can't quite remember exactlywhat the budget is, but it was
like.
You know, I think we did $100 aweek for each of these ads just
(07:22):
to boost the audience and getpreferential treatment from
Facebook, and that it would pushit.
And what's also reallyinteresting is it kind of combos
pretty well with Instagram.
So Facebook is where a lot ofthe times, our clients are.
It's, you know, it's where weconvey most of our information
through the Facebook Punchmarkcommunity.
(07:42):
It's this closed group that wehave all of our Punchmark
clients on.
I post in there, you know,pretty much every day.
And also it's where we have themost consolidated jeweler
audience, and what you can dowith that is when you create a
really strong jeweler, you know,I guess, audience that's
centered around a specific thing, such as retail jewelry.
(08:05):
You can also create lookalikeaudiences from there.
So basically, you know, we havethis audience of 400 people
that are on this group.
Can you expand this andextrapolate it to be a thousand
people or 2000 people, based onthese similarities, and it's
actually pretty effective.
You do lose occasionally somemoney because your ad will be
(08:28):
displayed to, like, you know,some random person and then that
always sucks, but I think thatthat's just what you have to get
used to at some point.
But then we also used InstagramReels and Savannah has been
doing a really great job.
She has been posting on ourInstagram, you know, weekly, if
not more all year, and Savannah,you know, took it by the reins.
(08:51):
And when you don't have anymomentum, it can be a little
daunting because you don't,sometimes you're losing
(09:12):
followers for a little bit, butI think the important thing is
just remembering that followercount a lot of times is a vanity
metric.
It just makes you feel goodabout yourself and what's
actually important is gettingyour message in front of
eyeballs.
And I wanted to run thiscampaign in October and a little
bit of November or lateSeptember and October,
(09:35):
specifically because it was adead period and no one else is
making any noise and also, withthese next gen advertisements,
we also weren't selling anythingin particular.
This was purely just anawareness campaign, and I wanted
to run this mainly becausenormally when we sell things,
when we run campaigns, it's allabout discounts, and I was like
(09:58):
you know what, why don't we sellor push this campaign that
talks about our valuepropositions and also shows
people enjoying our product?
And I thought that it was areally, you know, nice change of
pace for us to be able topromote why we're great and, you
know, have people talk niceabout us instead of just oh, you
(10:19):
can save some money if you getwith us now instead of later.
So the Instagram reels.
One thing that we did ahead oftime is we wrote all of our copy
way ahead of time, and this wasa lot of work.
This was my responsibility is Iwrote copy for every single
post.
So the posts are differentdepending on which channel.
(10:39):
So, for example, facebook adshere's one of them, and this is
the same post.
The title for our Facebook adswas build your jewelry empire
online with a sparkly emoji andthen underneath it, the
description says your jewelrydeserves to be showcased on a
platform as luxurious as yourcreations.
We design and develop easilymanaged custom websites that not
(11:00):
only dazzle but convert.
Boost your sales and brandpresence with a site that
sparkles.
And then we put a sparkle Okay,so that's like very casual.
We are assuming you don't knowanything about us.
We also don't put the wordpunchmark in there.
We are emphasizing thepunchmark branding in the video,
but not in the messaging.
We also included aclick-through that went back to
(11:24):
punchmarkcom slash whypunchmark?
And that was one version.
But then on our Instagram reel,the same post, which is it was
vertical crop instead of squarecrop, but that doesn't really
matter is this is the exact samething, but we wrote something
different here what a few of ourclients have to say about
choosing Punchmark as theirjewelry website platform for
(11:45):
their retail jewelry store.
And then we include a reallynice quote from Cole Rowland.
He's been on the podcast beforeand we attribute it to him.
And then we have the call toaction Learn how to improve your
digital presence with a guideddemo from a Punchmark
representative and drive newtraffic today.
Visit the link in our bio formore.
So you'll notice that the callto action CTA is different based
(12:12):
on the platform because of theway that people interact with
those platforms.
So, for example, in Facebookads, you click through a button
that appears there, and onInstagram Reels, they need to
navigate to our profile and thento a link in bio and then to
the link.
(12:32):
So there's more steps, and howyou encourage people to you know
, take action on them should bereflective.
If you say link in bio andyou're on Facebook, that's a
clear red flag and shows thatyou did something different.
But Instagram Reel and TikTokare very similar.
(12:53):
I think that the copy is, yeah,identical.
It is, and that's becauseTikTok and Instagram Reels are
pretty much identical.
If we're being honest, we alsodid a YouTube video post and
that is with the landscape crop,and the reason why we did that
is because it's more evergreen.
The videos are on our you know,on our YouTube page and we hope
(13:16):
that they'll slowly build upviews and even if they don't, we
have an evergreen write-up.
It doesn't refer to ourcampaigns, so it's nothing about
like until this date.
It's only talking about howbeneficial we are.
And the other one that we didis then we boosted them and we
(13:37):
ran it as pre-rolls.
So a lot of the times ourvideos were pretty short.
I think that they were allbelow 30 seconds and a lot of
them were below 20 seconds, andthis was strategic.
We wanted to make sure thatpeople they could run as
pre-roll ads for YouTube andalso appear more places and
(13:58):
improve listenership or, I guess, watch through or retention.
So that's important.
And the final one I wanted toalso talk about is we did
LinkedIn.
We're B2B, so this might not beapplicable to you if you're a
retail jeweler.
B2b, meaning we are marketingto other businesses and the way
that you do that is, I guess,unfortunately, on LinkedIn.
(14:20):
I'm a little bit of a naysayerwhen it comes to LinkedIn.
I think I got pretty burnt outon it in college because we're
encouraged all the time to besuper involved on LinkedIn and
now in the B2B world, I justthink it's a little cringe a lot
of the times, but maybe that'sjust me.
So those are the main ones Iwant to talk about, and what we
(14:44):
did is we created a spreadsheetwith all of the channels
predetermined and then we hadcolumns for each of the videos
and each video was different.
So we pumped out kind of a lotof assets.
So maybe you're going to bedoing something like this, but
what I really want to encouragepeople to do is pay attention to
(15:04):
how you're marketing on thedifferent channels.
So, for example, facebook.
The audience on Facebook ads isgoing to be much older.
The people who typically areusing Facebook are trending to
be older.
Honestly, it's one of the fewsocial media platforms that
actually does have a pretty goodadoption rate for people over
(15:29):
35, for example.
But the way that you talk aboutstuff needs to be reflective.
For example, on TikTok, theaverage age for TikTok is much
lower.
The other thing about TikTok isthat a lot of times you're not
reaching anywhere and we don't.
We created a TikTok accountspecifically for this.
(15:50):
Go, give us a follow on TikTok,that'd be hilarious.
We don't know if we're going tokeep using it, but I think it's
good that we created it and wemight throw videos on there very
occasionally when we have them.
But we figured, you know, weencourage you guys to make
TikToks and have one, and youknow what?
Who are we to not do the exactsame thing?
(16:10):
And I think it's reallyimportant to just also identify
the lifespan of these things.
Facebook ads are going to stopshowing the second you turn off
the ads.
Instagram Reels will live inyour feed for longer and,
honestly, people go to ourprofile quite often and they'll
(16:31):
go back and find these qualityvideos.
Tiktok.
No one really goes to ourprofile and those things aren't
getting even recommended veryoften, unless it's to another
jewelry store account, which isnot very common.
But YouTube videos those are theevergreen ones and I think that
, out of everything that we did,putting our video on YouTube is
(16:55):
probably the most beneficialthing that we've done.
I'm just going to quickly look.
But looking at our video thatwe embedded we used an embed for
our video and on our landingpage and, looking right now,
it's already got 5.7 thousandviews and you know it's been up
(17:15):
for two months at this point.
But that's a lot better than wenormally do and I think that
it's also important to thinkabout what is the general thrust
of your campaign.
So are you running a campaignfor a specific date?
You know a sale or somethinglike that?
(17:35):
Then some of these are not goingto be as attractive to you.
For example, if you're havinglike one of those hyper sales
60% off the store for six hoursor whatever then YouTube might
not be as beneficial to bepromoting on, because YouTube is
more evergreen and people mightfind those videos longer
because of the algorithm.
But you know, instagram Reelsmight be good.
(17:59):
You can pump those bad boys outand get on there.
Or Facebook ads you can put alot of money into Facebook ads
and have it show a lot moreoften.
And if you're doing something,that's more brand awareness for
your store.
For example, maybe you areinvolved in a charity or you
donate or you do a feel goodevent, like David Douglas's
(18:21):
Dazzling Diamonds for Mom.
If you are involved in any ofthose, then, honestly, a YouTube
video would be so good becauseyou'd be able to point back to
it for every year.
Maybe you shoot a video for oneof those in-store events and
you'd be able to capture that,do a little bit of editing, put
it up on your YouTube and thenwhen you come around to
promoting the same event nextyear if you have a marketing
(18:43):
calendar that repeats, thensuddenly you have some of your
asset work done for you already,and I think that one of the
things that I would encourageyou to not focus on as much is
what everybody used to befocused on is hashtags.
They're not as strong anymore.
One of the things in particularthat shows that they're not as
(19:06):
strong is on Instagram, youcan't even follow hashtags
anymore.
You used to be able to followhashtags and they would show up
on your feed, and now you can't,so the power of them and
showing them to other people isnot as prevalent, though a lot
of times, people used to anguishover oh, which hashtag should I
(19:28):
be using and how do I do thebest hashtags?
Honestly, I think it's abouthaving good material that is
watchable, which, that was ourmain goal is we wanted to really
create something that we wereproud of and also we kind of saw
it as like the the, theopportunity to really like blow
(19:49):
the dust off of every uh youknow pot and pan in the kitchen,
um for one big uh bake sale,just to know where everything is
.
And that's what I kind of feellike every jewelry store should
try out next year is identifyone event or one you know feel
good moment and go and hit everysingle one of them.
(20:10):
Put a Facebook ad up and learnhow to do it.
Put an Instagram reel up, ortwo or three.
Make a TikTok and post onevideo.
Make a YouTube video and thentry to run it as a campaign,
which I got, to be honest, thatis the most advanced part of it.
The YouTube campaign ads wasdefinitely blew my mind a little
(20:31):
bit.
And then, well, I don't know ifLinkedIn is going to be great
for you, but I would recommendyou try it out.
I feel like retail jewelers notas common on LinkedIn, but who
knows?
That is probably what I wouldsay for the first part of this
video.
(20:52):
I think that we recently learnedso much about it and I think
that the real value from thiswas what we learned along the
way, and we had a what we call apost-mortem meeting where we,
after the campaign ended, we hada meeting about a week or two
later after the whole thing hadwrapped up, and we had everybody
bring statistics about what hadhappened and we brought what
went well and what didn't gowell and we took a whole bunch
(21:14):
of notes and we sort of had amoment where we were just like
you know what?
That went well, nice job, highfives, we got this many views,
but did we get any sales off ofit?
No, that was not.
The real point was not thesales, it was to have everybody
kind of stretch and try all thedifferent channels and do their
(21:38):
job all together and then, whoknows, maybe we run this exact
same thing better.
But for something else.
I think that next year, when wehave the client workshop, we're
definitely going to film morecontent, more spots, and what we
learned is that, for example,we didn't have our B-roll and
(21:58):
our conversation didn't supermatch, because a lot of the
B-roll was of people who weren'tin the one-on-one interviews.
They were just of the crowd, andwhat we should have done is
focused the B-roll of, like usat.
We always go for cocktail hourafterwards on this rooftop bar.
(22:19):
It's really beautiful.
We should have shot more B-rollof the people we interviewed
and really had a variety ofchoices, but instead we had a
lot of B-roll of, like, all theother people that attended,
which is not a problem, but wenoticed that being, you know,
kind of limiting as we weremaking the videos, so I always
talk too fast.
(22:39):
That was a good start.
I'm going to take a quick breakand then we're going to do a
little instructional, a quicktip demo on how you should be
creating your account, and whenwe come back we will kind of go
through those things.
So stay with us everybody.
(23:03):
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(23:23):
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Learn more at punchmarkcomslash email dash marketing.
Again, that's punchmarkcomslash email dash marketing.
And now back to the show.
(23:44):
Okay, everybody, we're back.
So I wanted to run throughcreating a couple of these
accounts, and I think everybodyknows how to create some of them
.
You might even already have anaccount for your store already,
(24:08):
but I do want to kind of gothrough them really quickly and
I would highly recommend, highly, highly, highly I can't stress
this enough make your accountswith a centralized email address
, that is not one person's emailaddress.
There you go.
That is the number one tip.
I probably should have put thatat the front.
(24:28):
The reason why?
So we have everything attachedto our generic email.
So, man, I don't know if thisis doxing us, but you know what?
I don't think anyone listeningwill dox us, but we have
everything tied to info atPunchmark.
That's our generic email, thatone goes to our main Punchmark,
that's our generic email.
That one goes to our main inboxthat we can handle for
(24:49):
ticketing.
And the reason why we do thatis because we wouldn't want to
make our TikTok under likeMichael at Punchmarkcom, because
suddenly it's tied to anemployee.
And let me tell you it's not aseasy as you expect to run that
back.
I one time was attached as theadmin for a jewelry store for
(25:13):
their Facebook group back whenwe used to do social marketing
for jewelers, and their storedidn't have any other admins.
And I still cannot leave thatFacebook group because there are
no other admins for thatFacebook group.
It literally will not let meleave.
It is a real pain in the neck,to say the least.
(25:36):
So that's the number one thingI'd say.
But to set up an account forYouTube, it takes two seconds.
You're going to use a Gmailaccount or a Google account and
you're going to go through goingto youtubecom in the top right.
You're going to sign in andcreate a channel and then choose
a name for your store.
I highly recommend that you useyour channel name or your store
(26:00):
name and you try to use that inas many places as possible.
And if you can stick the wordjewelry in there, or jewelers,
it might help a little bit more.
Ours is just punchmark.
And then finally I think thisis where the real devil is is I
would love for you to customizeyour channel, so add some
channel details.
It just takes two seconds.
(26:21):
In the beginning part of thisthis I used to charge for
branding when I freelanced and Iused to charge so much money
for this part because no onewanted to do it, but it really
made the site or the channel setup.
Sing Write a little about ussection and honestly, I would
write it different.
I would just write it fromscratch or have ChatGPD help you
(26:42):
and make a nice compellingdescription.
And then I highly recommend youlink your other social media
platforms and you create thislittle network in more like a
kind of like a web and add abanner and a logo.
And the biggest thing aboutyour logo is.
It's going to appear round alot of the times.
(27:03):
Do not put any words in yourlogo, in your social media logo.
Use just your mark.
If you have a mark, if youdon't have a mark set up, if you
don't have one, that'ssimplified reach out to
Punchmark and have us set you upone.
We'll do one special and then Irecommend you publish your first
(27:23):
video.
A good version of this could bejust a very simple, you know,
gem light box video shot on yourphone, whether that's
horizontal or vertical, createdas a reel super easy.
There's a million ideas outthere.
Honestly, I would just look atanother jewelry store and get a
couple of ideas from them andthen put your own spin on it.
(27:46):
Make your own version.
Maybe you do you get on atrending type of video.
For example, you find TikTok orYouTube trends and you're like,
do you use a trending sound?
And then you make a couple ofyou know, quick cut videos.
It's not as hard as you expectand I think that one of your
(28:06):
employees will love to do this.
It doesn't have to be you.
If you run the store, it can bean employee and then I
recommend you're not done thereyet.
Is.
You need to put a thumbnail onyour video, and I think that's
where the devil is, in thedetails.
This can be a little hard ifyou don't have a designer on
staff.
Punchbob can help, but wecharge for this service.
(28:28):
I would recommend you just geta great photo and you put it on
top, but that one might requirea little bit more work.
Okay, that was YouTube.
Let's do TikTok, and I promisewe'll wrap this thing up
relatively quick.
So with TikTok, you're going toneed to download the app.
That's the hard part is prettymuch everything runs off the app
(28:52):
.
It also limits a lot of whatyou can view when you don't have
the app.
If you've ever tried opening upa TikTok that your friend sends
you, it hates it when you don'thave the app.
I deleted the app off my phonebecause I realized it was very
distracting.
So you know, open Pandora's box, if you will.
So download this onto yourphone or onto whoever is going
(29:14):
to be managing it.
The phone Sign up.
I recommend using the same emailaddress that you had used
before and then switch to abusiness account.
I would recommend that willallow you to run ads.
I think you can run adsnormally, but they operate
slightly differently than whenyou're a business account and
it'll also treat you slightlydifferently.
(29:36):
So I would choose either retailor jewelry as your business
account kind of verticals orcategories that they let you
choose.
I'd probably choose jewelry.
I think it's a little bit moreof like a niche market.
Retail can have you in therewith, like, t-shirt people and
clothing people, so don't dothat.
And then I want you to optimizethe profile.
This is similar to the YouTubeone, and once you create a good
(29:59):
square crop of your logo, justuse it everywhere.
So make sure you put that inyour profile picture and then
put a little bio in there.
It's super important that youadd your website link or a link
tree.
Link trees are super easy toset up.
I use one on my Instagram.
You can put links to all yoursocial media and then only
(30:23):
provide one link which is whatthey allow you to do to all your
social media and then onlyprovide one link, which is what
they allow you to do.
So I'd probably recommend alink tree, but I'll link back to
your website.
I'll give you that as points aswell and then publish that
first video.
Nothing worse than going to abusiness that you love their
social media account.
You find it or they comment onsomething for you and you go
(30:44):
over and they got no videosposted.
I feel like it's such a tease.
Go in there again.
It can be a little silly or itcan be really cheap.
I recommend just go in, make a10 or 20 or 30 second video
vertical and see where it takesyou.
Maybe you get 10 videos ormaybe you get 10 views, maybe
(31:05):
you get 400, who knows?
But we learned a lot from it.
We had a lot of fun with theTikTok.
I'd recommend it as well foryou.
I'm not really going to go overthe Instagram one and Facebook,
because the odds are really goodthat you have one and you need
to have a Facebook account inorder to set up your business
(31:25):
account.
So odds are very strong.
Unless you've been living undera rock, you already have a
Facebook account or had one, orsomeone on your staff does.
So I think that's where we'llstop.
But we went over YouTube,tiktok and Instagram Reels or
YouTube and TikTok, and I wouldhighly recommend that you go
(31:46):
ahead and bring this into thestart of next year.
You make those two videoplatform accounts and just sit
on them, have the name at least,and take the domain.
And then, who knows, maybe youset your goals small and you try
to post one every month.
If you can do that, I thinkthat that is guaranteed to drive
(32:09):
more awareness.
I would highly recommend it.
It can only take so long andonce you do them, you get way
better at them.
I try my best to post one videoevery two weeks on my Instagram
for my watercolor business andit's pretty manageable, but I've
also curled it back a couple oftimes in how often I post if
(32:30):
I'm getting busy.
Set something manageable foryour business and then go ahead
and figure out how to adapt.
If you want to do more and growAgain, I just encourage you not
to only look at your followersor your subscriber count.
You not to only look at yourfollowers or your subscriber
(32:50):
count.
It's just a surefire way to goa little crazy.
I recommend that you focus onviews and reach and also
engaging with the right people.
If someone comments on yourstuff, you need to comment back.
That is the most easiest way toencourage engagement.
Make sure you stay on top ofthat and just give it to someone
on your team Next year inJanuary, have those two accounts
(33:11):
be created and assign it to oneof your staff members.
That'd be a great way.
Okay, that is, I think, enough.
That's about the symphony.
All these different channelscan work together and really
boost your online presence.
I think that the best way orthe best result is brand
(33:32):
awareness, but it can also drivesome sales, and those sales are
going to happen usually fromyour website, and that's why
having your website link beeasily findable through a link
tree is so important, becauseyou don't want them guessing.
So just do those best practicesand hopefully you can learn
(33:52):
from our recent why Punchmark?
Campaign.
Go check it out.
It's punchmarkcom slash.
Why dash punchmark.
We're really proud of it and Ihope you have an awesome holiday
season.
I'll talk to you all next week.
Cheers Bye, All right,everybody.
(34:12):
That's the end of the show.
Thanks so much for listening.
This episode was brought to youby Punchmark and produced and
hosted by me, michael Burpo.
This episode was edited by PaulSuarez with music by Ross
Cockrum.
Don't forget to rate thepodcast on Spotify and Apple
Podcasts and leave us feedbackon punchmarkcom slash loop.
That's L-O-U-P-E.
Thanks.
(34:33):
I'll be back next week, tuesday, with another episode.
Cheers Bye, thank you.
Welcome back everybody to In the Loop.
I'm calling the symphony.
I'm going to be talking aboutall of the different channels
that you can promote through andsome of the benefits of them,
and I'm also going to be drawingcomparisons to a few of
Punchmark's recent campaignsthat have hit every single
channel, because recently wekind of did a exercise where we
(00:41):
tried to hit every single onewith one campaign.
I'm also going to explain howyou can set up your accounts on
each of them and maybe some ofthe benefits for each.
Without further ado, let's justjump into it and learn about
the Marketing Symphony.
Speaker 2 (01:00):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
Our mission reaches way beyondtechnology.
With decades of experience andlong-lasting industry
relationships, punchmark enablesjewelry businesses to flourish
in any marketplace.
We consider our clients ourfriends, as many of them have
(01:20):
been friends way before becomingclients.
Punchmark's own success comesfrom the fact that we have a
much deeper need and obligationto help our friends succeed.
Whether you're looking forbetter e-commerce performance,
business growth or campaignsthat drive traffic and sales,
punchmark's website andmarketing services were made
just for you.
It's never too late totransform your business and
(01:42):
stitch together your digital andphysical worlds in a way that
achieves tremendous growth andresults.
Schedule a guided demo today atpunchmarkcom.
Slash go.
Speaker 1 (01:53):
And now back to the show Okay, everybody.
So the reason why I'm referringto it as a symphony is because
it's not just one leading player.
I think it is a concoction orthis chemistry and synergistic
(02:15):
effect that happens when you'remarketing a message through a
lot of different channels, andone of the things that I've
learned is that every channelhas a different kind of vibe or
a different sort of dress code,you might even say, when it
comes to what actually plays.
(02:35):
Well, when I'm referring todifferent channels, one of the
ways is these ones in particularFacebook ads, instagram, real
and boosting them, tiktok, andyou can boost those as well
YouTube videos, youtube campaignads, which is linked, linkedin,
and then different Facebookpostings through pages in
(02:59):
particular.
So those are kind of thedifferent aspects of the
symphony.
So those are kind of thedifferent aspects of the
symphony.
And you'll notice that I didn'treally talk specifically about
Instagram posts, because youshould be doing that, but
Instagram reels are going toreplace that.
They are sort of like posts,but since they're video content,
(03:22):
they do actually perform quitea bit better, especially with
the current Instagram algorithm.
And the reason why I wanted todo an episode about this is
because recently, punchmark dida little campaign in the quieter
season and this was, I believe,from end of September or, I
guess, very beginning of October, for the entire month of
October and even the first, itwas just about the first week of
(03:46):
November.
And we strategized this wholething.
We created a Google Sheet.
We had a couple differentmembers, we had Hope involved,
we had Ross involved, savannah,our designer, and it was a real
all-team effort and we wereusing these assets that we
created at the client workshopback in, I believe in April.
And there were these videoassets that we had had and I
(04:09):
kind of wanted to use them rightaway.
They were testimonial videosthat we recorded one-on-one
during some of the downtime forthe client workshop.
And we had a few of our clientsfour with Cole and Caleb, alex
and Lee and if you haven't seenthese videos, you can actually
check them all out onpunchmarkcom slash why punchmark
(04:33):
?
And it's a really cool set ofvideos.
I'm so proud of how they turnedout.
Ross did actually a lot of theediting, I did the interviewing,
hope came up with the marketingstrategy and Savannah created a
lot of the editing.
I did the interviewing, hopecame up with the marketing
strategy and Savannah created alot of the assets and the way
that we strategize this is firstwe identified how much content
(04:54):
we had and we looked at it andwe decided we had just about
four good videos and then afifth one if we really wanted to
squeeze it.
And we talked with Hope and oneof the things she had mentioned
is that there is a diminishingeffect when you market over and
over into the same channel.
(05:15):
If you were to run a campaign,for example, for six months,
it's fair to say that you'veprobably squeezed the lemon as
much as possible after one monthand then maybe you're just kind
of wasting money, maybe you'regoing to reach a fair number
more over that time, but thecosts and results are going to
(05:35):
be diminishing results over time.
So Hope was like you know what?
Let's do four weeks, or fourposts over the course of four
weeks, and then we'll have thisfifth one ready to go, and we
actually just posted it a littlebit later.
So we took about a month offand then we posted it and I can
(05:56):
explain a little bit more aboutthat.
So to talk about each one just alittle bit more, one of the
places we marketed on was withFacebook ads and these we wanted
to make sure that we did.
And what's fascinating is I hadnever used Facebook ads in this
way before, with video assets,and what was interesting is we
(06:16):
had Ross create these videos.
And a lot of the times when youedit things on a laptop, you
are naturally editing in alandscape mode.
So this landscape creates a,you know, a horizontal video,
you might say.
And those horizontal videos domuch better on desktop, of
(06:38):
course, but some of these socialmedias are starting to lean
into vertical video, which I'vedone an entire video about that
last year, and also withFacebook, they actually want a
lot of times square crop, whichis so crazy to me.
I think that square crop videosare not it.
I think that they.
I'd much rather it either bevertical and take up my entire
(07:01):
screen, or be horizontal and letme turn my phone sideways.
Vertical and take up my entirescreen, or be horizontal and let
me turn my phone sideways.
I just hate square crop, butthat's a side tangent.
So when we posted to Facebook,one of the things that we did is
we also put a little bit ofmoney behind it.
I can't quite remember exactlywhat the budget is, but it was
like.
You know, I think we did $100 aweek for each of these ads just
(07:22):
to boost the audience and getpreferential treatment from
Facebook, and that it would pushit.
And what's also reallyinteresting is it kind of combos
pretty well with Instagram.
So Facebook is where a lot ofthe times, our clients are.
It's, you know, it's where weconvey most of our information
through the Facebook Punchmarkcommunity.
(07:42):
It's this closed group that wehave all of our Punchmark
clients on.
I post in there, you know,pretty much every day.
And also it's where we have themost consolidated jeweler
audience, and what you can dowith that is when you create a
really strong jeweler, you know,I guess, audience that's
centered around a specific thing, such as retail jewelry.
(08:05):
You can also create lookalikeaudiences from there.
So basically, you know, we havethis audience of 400 people
that are on this group.
Can you expand this andextrapolate it to be a thousand
people or 2000 people, based onthese similarities, and it's
actually pretty effective.
You do lose occasionally somemoney because your ad will be
(08:28):
displayed to, like, you know,some random person and then that
always sucks, but I think thatthat's just what you have to get
used to at some point.
But then we also used InstagramReels and Savannah has been
doing a really great job.
She has been posting on ourInstagram, you know, weekly, if
not more all year, and Savannah,you know, took it by the reins.
(08:51):
And when you don't have anymomentum, it can be a little
daunting because you don't,sometimes you're losing
(09:12):
followers for a little bit, butI think the important thing is
just remembering that followercount a lot of times is a vanity
metric.
It just makes you feel goodabout yourself and what's
actually important is gettingyour message in front of
eyeballs.
And I wanted to run thiscampaign in October and a little
bit of November or lateSeptember and October,
(09:35):
specifically because it was adead period and no one else is
making any noise and also, withthese next gen advertisements,
we also weren't selling anythingin particular.
This was purely just anawareness campaign, and I wanted
to run this mainly becausenormally when we sell things,
when we run campaigns, it's allabout discounts, and I was like
(09:58):
you know what, why don't we sellor push this campaign that
talks about our valuepropositions and also shows
people enjoying our product?
And I thought that it was areally, you know, nice change of
pace for us to be able topromote why we're great and, you
know, have people talk niceabout us instead of just oh, you
(10:19):
can save some money if you getwith us now instead of later.
So the Instagram reels.
One thing that we did ahead oftime is we wrote all of our copy
way ahead of time, and this wasa lot of work.
This was my responsibility is Iwrote copy for every single
post.
So the posts are differentdepending on which channel.
(10:39):
So, for example, facebook adshere's one of them, and this is
the same post.
The title for our Facebook adswas build your jewelry empire
online with a sparkly emoji andthen underneath it, the
description says your jewelrydeserves to be showcased on a
platform as luxurious as yourcreations.
We design and develop easilymanaged custom websites that not
(11:00):
only dazzle but convert.
Boost your sales and brandpresence with a site that
sparkles.
And then we put a sparkle Okay,so that's like very casual.
We are assuming you don't knowanything about us.
We also don't put the wordpunchmark in there.
We are emphasizing thepunchmark branding in the video,
but not in the messaging.
We also included aclick-through that went back to
(11:24):
punchmarkcom slash whypunchmark?
And that was one version.
But then on our Instagram reel,the same post, which is it was
vertical crop instead of squarecrop, but that doesn't really
matter is this is the exact samething, but we wrote something
different here what a few of ourclients have to say about
choosing Punchmark as theirjewelry website platform for
(11:45):
their retail jewelry store.
And then we include a reallynice quote from Cole Rowland.
He's been on the podcast beforeand we attribute it to him.
And then we have the call toaction Learn how to improve your
digital presence with a guideddemo from a Punchmark
representative and drive newtraffic today.
Visit the link in our bio formore.
So you'll notice that the callto action CTA is different based
(12:12):
on the platform because of theway that people interact with
those platforms.
So, for example, in Facebookads, you click through a button
that appears there, and onInstagram Reels, they need to
navigate to our profile and thento a link in bio and then to
the link.
(12:32):
So there's more steps, and howyou encourage people to you know
, take action on them should bereflective.
If you say link in bio andyou're on Facebook, that's a
clear red flag and shows thatyou did something different.
But Instagram Reel and TikTokare very similar.
(12:53):
I think that the copy is, yeah,identical.
It is, and that's becauseTikTok and Instagram Reels are
pretty much identical.
If we're being honest, we alsodid a YouTube video post and
that is with the landscape crop,and the reason why we did that
is because it's more evergreen.
The videos are on our you know,on our YouTube page and we hope
(13:16):
that they'll slowly build upviews and even if they don't, we
have an evergreen write-up.
It doesn't refer to ourcampaigns, so it's nothing about
like until this date.
It's only talking about howbeneficial we are.
And the other one that we didis then we boosted them and we
(13:37):
ran it as pre-rolls.
So a lot of the times ourvideos were pretty short.
I think that they were allbelow 30 seconds and a lot of
them were below 20 seconds, andthis was strategic.
We wanted to make sure thatpeople they could run as
pre-roll ads for YouTube andalso appear more places and
(13:58):
improve listenership or, I guess, watch through or retention.
So that's important.
And the final one I wanted toalso talk about is we did
LinkedIn.
We're B2B, so this might not beapplicable to you if you're a
retail jeweler.
B2b, meaning we are marketingto other businesses and the way
that you do that is, I guess,unfortunately, on LinkedIn.
(14:20):
I'm a little bit of a naysayerwhen it comes to LinkedIn.
I think I got pretty burnt outon it in college because we're
encouraged all the time to besuper involved on LinkedIn and
now in the B2B world, I justthink it's a little cringe a lot
of the times, but maybe that'sjust me.
So those are the main ones Iwant to talk about, and what we
(14:44):
did is we created a spreadsheetwith all of the channels
predetermined and then we hadcolumns for each of the videos
and each video was different.
So we pumped out kind of a lotof assets.
So maybe you're going to bedoing something like this, but
what I really want to encouragepeople to do is pay attention to
(15:04):
how you're marketing on thedifferent channels.
So, for example, facebook.
The audience on Facebook ads isgoing to be much older.
The people who typically areusing Facebook are trending to
be older.
Honestly, it's one of the fewsocial media platforms that
actually does have a pretty goodadoption rate for people over
(15:29):
35, for example.
But the way that you talk aboutstuff needs to be reflective.
For example, on TikTok, theaverage age for TikTok is much
lower.
The other thing about TikTok isthat a lot of times you're not
reaching anywhere and we don't.
We created a TikTok accountspecifically for this.
(15:50):
Go, give us a follow on TikTok,that'd be hilarious.
We don't know if we're going tokeep using it, but I think it's
good that we created it and wemight throw videos on there very
occasionally when we have them.
But we figured, you know, weencourage you guys to make
TikToks and have one, and youknow what?
Who are we to not do the exactsame thing?
(16:10):
And I think it's reallyimportant to just also identify
the lifespan of these things.
Facebook ads are going to stopshowing the second you turn off
the ads.
Instagram Reels will live inyour feed for longer and,
honestly, people go to ourprofile quite often and they'll
(16:31):
go back and find these qualityvideos.
Tiktok.
No one really goes to ourprofile and those things aren't
getting even recommended veryoften, unless it's to another
jewelry store account, which isnot very common.
But YouTube videos those are theevergreen ones and I think that
, out of everything that we did,putting our video on YouTube is
(16:55):
probably the most beneficialthing that we've done.
I'm just going to quickly look.
But looking at our video thatwe embedded we used an embed for
our video and on our landingpage and, looking right now,
it's already got 5.7 thousandviews and you know it's been up
(17:15):
for two months at this point.
But that's a lot better than wenormally do and I think that
it's also important to thinkabout what is the general thrust
of your campaign.
So are you running a campaignfor a specific date?
You know a sale or somethinglike that?
(17:35):
Then some of these are not goingto be as attractive to you.
For example, if you're havinglike one of those hyper sales
60% off the store for six hoursor whatever then YouTube might
not be as beneficial to bepromoting on, because YouTube is
more evergreen and people mightfind those videos longer
because of the algorithm.
But you know, instagram Reelsmight be good.
(17:59):
You can pump those bad boys outand get on there.
Or Facebook ads you can put alot of money into Facebook ads
and have it show a lot moreoften.
And if you're doing something,that's more brand awareness for
your store.
For example, maybe you areinvolved in a charity or you
donate or you do a feel goodevent, like David Douglas's
(18:21):
Dazzling Diamonds for Mom.
If you are involved in any ofthose, then, honestly, a YouTube
video would be so good becauseyou'd be able to point back to
it for every year.
Maybe you shoot a video for oneof those in-store events and
you'd be able to capture that,do a little bit of editing, put
it up on your YouTube and thenwhen you come around to
promoting the same event nextyear if you have a marketing
(18:43):
calendar that repeats, thensuddenly you have some of your
asset work done for you already,and I think that one of the
things that I would encourageyou to not focus on as much is
what everybody used to befocused on is hashtags.
They're not as strong anymore.
One of the things in particularthat shows that they're not as
(19:06):
strong is on Instagram, youcan't even follow hashtags
anymore.
You used to be able to followhashtags and they would show up
on your feed, and now you can't,so the power of them and
showing them to other people isnot as prevalent, though a lot
of times, people used to anguishover oh, which hashtag should I
(19:28):
be using and how do I do thebest hashtags?
Honestly, I think it's abouthaving good material that is
watchable, which, that was ourmain goal is we wanted to really
create something that we wereproud of and also we kind of saw
it as like the the, theopportunity to really like blow
(19:49):
the dust off of every uh youknow pot and pan in the kitchen,
um for one big uh bake sale,just to know where everything is
.
And that's what I kind of feellike every jewelry store should
try out next year is identifyone event or one you know feel
good moment and go and hit everysingle one of them.
(20:10):
Put a Facebook ad up and learnhow to do it.
Put an Instagram reel up, ortwo or three.
Make a TikTok and post onevideo.
Make a YouTube video and thentry to run it as a campaign,
which I got, to be honest, thatis the most advanced part of it.
The YouTube campaign ads wasdefinitely blew my mind a little
(20:31):
bit.
And then, well, I don't know ifLinkedIn is going to be great
for you, but I would recommendyou try it out.
I feel like retail jewelers notas common on LinkedIn, but who
knows?
That is probably what I wouldsay for the first part of this
video.
(20:52):
I think that we recently learnedso much about it and I think
that the real value from thiswas what we learned along the
way, and we had a what we call apost-mortem meeting where we,
after the campaign ended, we hada meeting about a week or two
later after the whole thing hadwrapped up, and we had everybody
bring statistics about what hadhappened and we brought what
went well and what didn't gowell and we took a whole bunch
(21:14):
of notes and we sort of had amoment where we were just like
you know what?
That went well, nice job, highfives, we got this many views,
but did we get any sales off ofit?
No, that was not.
The real point was not thesales, it was to have everybody
kind of stretch and try all thedifferent channels and do their
(21:38):
job all together and then, whoknows, maybe we run this exact
same thing better.
But for something else.
I think that next year, when wehave the client workshop, we're
definitely going to film morecontent, more spots, and what we
learned is that, for example,we didn't have our B-roll and
(21:58):
our conversation didn't supermatch, because a lot of the
B-roll was of people who weren'tin the one-on-one interviews.
They were just of the crowd, andwhat we should have done is
focused the B-roll of, like usat.
We always go for cocktail hourafterwards on this rooftop bar.
(22:19):
It's really beautiful.
We should have shot more B-rollof the people we interviewed
and really had a variety ofchoices, but instead we had a
lot of B-roll of, like, all theother people that attended,
which is not a problem, but wenoticed that being, you know,
kind of limiting as we weremaking the videos, so I always
talk too fast.
(22:39):
That was a good start.
I'm going to take a quick breakand then we're going to do a
little instructional, a quicktip demo on how you should be
creating your account, and whenwe come back we will kind of go
through those things.
So stay with us everybody.
(23:03):
Punchmarket is so excited toannounce the launch of our email
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Whether you want to be hands-onor prefer a fully managed
(23:23):
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email marketing.
Learn more at punchmarkcomslash email dash marketing.
Again, that's punchmarkcomslash email dash marketing.
And now back to the show.
(23:44):
Okay, everybody, we're back.
So I wanted to run throughcreating a couple of these
accounts, and I think everybodyknows how to create some of them
.
You might even already have anaccount for your store already,
(24:08):
but I do want to kind of gothrough them really quickly and
I would highly recommend, highly, highly, highly I can't stress
this enough make your accountswith a centralized email address
, that is not one person's emailaddress.
There you go.
That is the number one tip.
I probably should have put thatat the front.
(24:28):
The reason why?
So we have everything attachedto our generic email.
So, man, I don't know if thisis doxing us, but you know what?
I don't think anyone listeningwill dox us, but we have
everything tied to info atPunchmark.
That's our generic email, thatone goes to our main Punchmark,
that's our generic email.
That one goes to our main inboxthat we can handle for
(24:49):
ticketing.
And the reason why we do thatis because we wouldn't want to
make our TikTok under likeMichael at Punchmarkcom, because
suddenly it's tied to anemployee.
And let me tell you it's not aseasy as you expect to run that
back.
I one time was attached as theadmin for a jewelry store for
(25:13):
their Facebook group back whenwe used to do social marketing
for jewelers, and their storedidn't have any other admins.
And I still cannot leave thatFacebook group because there are
no other admins for thatFacebook group.
It literally will not let meleave.
It is a real pain in the neck,to say the least.
(25:36):
So that's the number one thingI'd say.
But to set up an account forYouTube, it takes two seconds.
You're going to use a Gmailaccount or a Google account and
you're going to go through goingto youtubecom in the top right.
You're going to sign in andcreate a channel and then choose
a name for your store.
I highly recommend that you useyour channel name or your store
(26:00):
name and you try to use that inas many places as possible.
And if you can stick the wordjewelry in there, or jewelers,
it might help a little bit more.
Ours is just punchmark.
And then finally I think thisis where the real devil is is I
would love for you to customizeyour channel, so add some
channel details.
It just takes two seconds.
(26:21):
In the beginning part of thisthis I used to charge for
branding when I freelanced and Iused to charge so much money
for this part because no onewanted to do it, but it really
made the site or the channel setup.
Sing Write a little about ussection and honestly, I would
write it different.
I would just write it fromscratch or have ChatGPD help you
(26:42):
and make a nice compellingdescription.
And then I highly recommend youlink your other social media
platforms and you create thislittle network in more like a
kind of like a web and add abanner and a logo.
And the biggest thing aboutyour logo is.
It's going to appear round alot of the times.
(27:03):
Do not put any words in yourlogo, in your social media logo.
Use just your mark.
If you have a mark, if youdon't have a mark set up, if you
don't have one, that'ssimplified reach out to
Punchmark and have us set you upone.
We'll do one special and then Irecommend you publish your first
(27:23):
video.
A good version of this could bejust a very simple, you know,
gem light box video shot on yourphone, whether that's
horizontal or vertical, createdas a reel super easy.
There's a million ideas outthere.
Honestly, I would just look atanother jewelry store and get a
couple of ideas from them andthen put your own spin on it.
(27:46):
Make your own version.
Maybe you do you get on atrending type of video.
For example, you find TikTok orYouTube trends and you're like,
do you use a trending sound?
And then you make a couple ofyou know, quick cut videos.
It's not as hard as you expectand I think that one of your
(28:06):
employees will love to do this.
It doesn't have to be you.
If you run the store, it can bean employee and then I
recommend you're not done thereyet.
Is.
You need to put a thumbnail onyour video, and I think that's
where the devil is, in thedetails.
This can be a little hard ifyou don't have a designer on
staff.
Punchbob can help, but wecharge for this service.
(28:28):
I would recommend you just geta great photo and you put it on
top, but that one might requirea little bit more work.
Okay, that was YouTube.
Let's do TikTok, and I promisewe'll wrap this thing up
relatively quick.
So with TikTok, you're going toneed to download the app.
That's the hard part is prettymuch everything runs off the app
(28:52):
.
It also limits a lot of whatyou can view when you don't have
the app.
If you've ever tried opening upa TikTok that your friend sends
you, it hates it when you don'thave the app.
I deleted the app off my phonebecause I realized it was very
distracting.
So you know, open Pandora's box, if you will.
So download this onto yourphone or onto whoever is going
(29:14):
to be managing it.
The phone Sign up.
I recommend using the same emailaddress that you had used
before and then switch to abusiness account.
I would recommend that willallow you to run ads.
I think you can run adsnormally, but they operate
slightly differently than whenyou're a business account and
it'll also treat you slightlydifferently.
(29:36):
So I would choose either retailor jewelry as your business
account kind of verticals orcategories that they let you
choose.
I'd probably choose jewelry.
I think it's a little bit moreof like a niche market.
Retail can have you in therewith, like, t-shirt people and
clothing people, so don't dothat.
And then I want you to optimizethe profile.
This is similar to the YouTubeone, and once you create a good
(29:59):
square crop of your logo, justuse it everywhere.
So make sure you put that inyour profile picture and then
put a little bio in there.
It's super important that youadd your website link or a link
tree.
Link trees are super easy toset up.
I use one on my Instagram.
You can put links to all yoursocial media and then only
(30:23):
provide one link which is whatthey allow you to do to all your
social media and then onlyprovide one link, which is what
they allow you to do.
So I'd probably recommend alink tree, but I'll link back to
your website.
I'll give you that as points aswell and then publish that
first video.
Nothing worse than going to abusiness that you love their
social media account.
You find it or they comment onsomething for you and you go
(30:44):
over and they got no videosposted.
I feel like it's such a tease.
Go in there again.
It can be a little silly or itcan be really cheap.
I recommend just go in, make a10 or 20 or 30 second video
vertical and see where it takesyou.
Maybe you get 10 videos ormaybe you get 10 views, maybe
(31:05):
you get 400, who knows?
But we learned a lot from it.
We had a lot of fun with theTikTok.
I'd recommend it as well foryou.
I'm not really going to go overthe Instagram one and Facebook,
because the odds are really goodthat you have one and you need
to have a Facebook account inorder to set up your business
(31:25):
account.
So odds are very strong.
Unless you've been living undera rock, you already have a
Facebook account or had one, orsomeone on your staff does.
So I think that's where we'llstop.
But we went over YouTube,tiktok and Instagram Reels or
YouTube and TikTok, and I wouldhighly recommend that you go
(31:46):
ahead and bring this into thestart of next year.
You make those two videoplatform accounts and just sit
on them, have the name at least,and take the domain.
And then, who knows, maybe youset your goals small and you try
to post one every month.
If you can do that, I thinkthat that is guaranteed to drive
(32:09):
more awareness.
I would highly recommend it.
It can only take so long andonce you do them, you get way
better at them.
I try my best to post one videoevery two weeks on my Instagram
for my watercolor business andit's pretty manageable, but I've
also curled it back a couple oftimes in how often I post if
(32:30):
I'm getting busy.
Set something manageable foryour business and then go ahead
and figure out how to adapt.
If you want to do more and growAgain, I just encourage you not
to only look at your followersor your subscriber count.
You not to only look at yourfollowers or your subscriber
(32:50):
count.
It's just a surefire way to goa little crazy.
I recommend that you focus onviews and reach and also
engaging with the right people.
If someone comments on yourstuff, you need to comment back.
That is the most easiest way toencourage engagement.
Make sure you stay on top ofthat and just give it to someone
on your team Next year inJanuary, have those two accounts
(33:11):
be created and assign it to oneof your staff members.
That'd be a great way.
Okay, that is, I think, enough.
That's about the symphony.
All these different channelscan work together and really
boost your online presence.
I think that the best way orthe best result is brand
(33:32):
awareness, but it can also drivesome sales, and those sales are
going to happen usually fromyour website, and that's why
having your website link beeasily findable through a link
tree is so important, becauseyou don't want them guessing.
So just do those best practicesand hopefully you can learn
(33:52):
from our recent why Punchmark?
Campaign.
Go check it out.
It's punchmarkcom slash.
Why dash punchmark.
We're really proud of it and Ihope you have an awesome holiday
season.
I'll talk to you all next week.
Cheers Bye, All right,everybody.
(34:12):
That's the end of the show.
Thanks so much for listening.
This episode was brought to youby Punchmark and produced and
hosted by me, michael Burpo.
This episode was edited by PaulSuarez with music by Ross
Cockrum.
Don't forget to rate thepodcast on Spotify and Apple
Podcasts and leave us feedbackon punchmarkcom slash loop.
That's L-O-U-P-E.
Thanks.
(34:33):
I'll be back next week, tuesday, with another episode.
Cheers Bye, thank you.
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