Say hi to Allison, Random Agency's new Social Media Marketing! We can't wait to get to know her and what better way to do that than a Q & A?
It's Allison!
First, the obvious question: Why did you choose Random Agency?
Even though I'm working remotely, I chose Random for its unique and upbeat atmosphere. I was excited for the opportunity to have fun and still have a bit of a challenge in my internship.
Tell us three cool things about yourself.
I was a dancer for 14 years! I'm a poet. And I love to embroider.
Favorite TV show?
My favorite TV show, hands down, is Killing Eve. Except”don't tell anyone this”I still haven't watched the third season. I just don't want it to be over yet!
If money was no object, where would you go and what would you do?
Easy. I would move to the Scottish countryside, build myself a cottage and raise sheep. That's the dream.
What's in your refrigerator right now?
Cookie dough, CapriSun drinks, Lunchables. If you couldn't tell, I've recently become very nostalgic about what I ate as a kid.
If you could have a superpower, what would it be?
I don't care if it sounds like a boring superpower, I want to be able to speak every language in the world. Imagine how cool that would be!
What's your favorite childhood memory?
My favorite memory is hanging out in the summer in my grandmother's driveway along with my cousins, drawing with chalk and eating popsicles.
Name one thing you wish you could do better.
I wish I could sing better. Maybe in another life I could become a singer-songwriter and make it as big as actual queen Taylor Swift.
Which three things would you take to a desert island?
I would bring a CD player, extra batteries and my CD of the greatest album of all time: Melodrama by Lorde.
What is the last book you read?
I last read The Career Playbook by James M. Citrin. It was super useful in helping me discover my skills and interests and applying them to real-world career opportunities.
What is your favorite account to follow on Instagram?
My favorite account is @crazyheadcomics, run by an artist that creates comics and graphics on the topic of mental health. I absolutely love her art style and the insight she shares.
15 Free Black Friday and Cyber Monday Stock Photos for Social Media
Looking for the perfect free Black Friday Cyber Monday stock photos for your social media?
We curated a list of royalty-free images and gifs to promote Black Friday and Cyber Monday that include images for local pickup, distanced shopping, and ecommerce.
Discover our top 15 picks for free Black Friday and Cyber Monday stock photos to add to your content calendar this month.
Free Black Friday Cyber Monday Stock Photos #1: Happy Shopper Waves Goodbye To Store Owner Photo by Thom Bradley on Burst
You know you need to be on social media. You hear it over and over from the speaker bureau, your friends and family, other speakers, and maybe even your favorite barista. You're a rockstar on stage, an expert in your topic. So far, social media hasn't been worth the investment of your time or dollars. Maybe you've even secured plenty of gigs without a significant digital presence in the past. Does this sound like you?
Before selecting a speaker for an event, company executives look at social media, sizzle reels, and your website to evaluate your chops. Do your current social profiles showcase your expertise, confidence on camera, and personality? If not, there's still time to raise the bar.
COVID-19 has shaken up the speaking industry in a way that we have never seen before. Events are canceled or switched to live streams, holograms, or virtual Zoom presentations. The speakers who have continued to thrive during this time are the ones that invested in social media and building a brand pre-pandemic.
We've worked with many keynote speakers in 2020 who are now ready to explore social media and find ways to diversify their income. The #1 question we get ” where the hell do I start? Keep reading for our step-by-step guide to getting started.
Step #1: Define Your Goals
Many people struggle to find the ROI of social media, and that is because they didn't take the time to define clear goals. How will social media advance your business? If you can't answer that question right now, we have some work to do.
Think of social media as another tool in your marketing toolbelt. How does your business currently make a profit? Is it exclusively keynote gigs, or do you also earn income from book sales, coaching, or consulting? Social media can complement your overall business goals and even provide new income opportunities if that's what you want.
If your goal for social media is to have a million followers just for bragging rights, there are plenty of tactics that can get there fast if you have money to invest in advertising.
The problem is that if these followers don't necessarily drive your business forward. If you haven't heard the story about the influencer who couldn't sell 30 t-shirts, it's worth a few minutes to check it out. (Please, please, please do not ever use bots or follower apps.)
We recommend focusing your energy on the platforms and tactics that support your broader business goals. If your goal is to expand your consulting business, your social media strategy may use targeted thought leadership content and an InMail campaign to reach your audience.
If your goal is to create an online course for a new income source in your business, your social media channels can be used to market and sell the course through value-focused content and targeted advertising.
Suppose you want to show your chops as a keynote speaker but not sell additional services. In that case, social media can be used to complement your existing content marketing through value-focused videos and stills that demonstrate your expertise.
Define your goals and stick to them.
Step #2: Pick Your Platforms
Now that you have your goals defined, it's time to download TikTok and start posting. Right?
Wrong.
To maximize your time and return on investment, you'll need to develop a solid social media strategy, and platform selection is the next step after you've defined your goals. For keynote speakers, we generally recommend LinkedIn, Facebook, Twitter, and Instagram as the go-to platforms. If you're also an author, Goodreads and Medium are two more platforms to consider.
If you're a social media newbie and this is already overwhelming, consider launching your social presence in phases. Take a look at which platforms your target audience is using most often and start there. You're much better off starting with one platform and doing it well than half-assing six platforms at once.
Assess which platforms you know the best and what you'll need to learn. Can you teach yourself the basics of a new platform, or is it a better use of your time to hire a freelancer or agency? Steady social media content takes commitment, so be honest with yourself about the level of interest and how much time you want to spend. Outsource as needed.
Step #3: Content
You've picked your platforms, and now it's time to plan out your content. We recommend developing a few themes that reflect your brand and create content each week to align with those themes. If you want to promote yourself as an expert in your field, consider creating videos, writing articles, and sharing 3rd party news on your subject. Take it even further by starting a podcast, interviewing stakeholders or influencers on your topic for YouTube, or going Live with a weekly video to share your expertise.
We always recommend planning out your content in advance to avoid that "OMG, what am I going to post today?!" panic. If you're super busy, create a content calendar and plan out your content a month in advance. We have a free Google Slides template to get you started. Click here to check it out.
Just remember, even with a content calendar, there is always an opportunity to share real-time posts, tweets, or Stories. Whether you take a selfie on-stage at an event or share a behind-the-scenes video from your Zoom conference prep, people love to see your real-life on social media.
Step #4: Measure
Now is where we circle back to your goals. Social media is no longer about how many "likes" likes you get. If brand awareness is your goal, look at metrics like impressions, reach, and ad recall. If engagement is your goal, look at metrics like clicks to your website, and video views.
Social media is a fickle beast. One month a video might get 100k views, and the next, you may receive 1k. Short attention spans and constant changes to the algorithms are to blame. Try to keep an open mind and be willing to learn from your content performance.
These four steps are just the beginning of how you can use social media to expand your brand as a keynote speaker. When used correctly and consistently, social media can provide ample opportunities to diversify your income while also elevating you in your speaker category.
Next week, we'll share the top 5 mistakes we see keynote speakers making on social media and how you can avoid them. Follow along on social media for the latest and greatest.
If you have questions about how to use social media for your keynote speaking business, drop us a line. We're here to help!
TikTok vs. Instagram Reels: Which to Choose for Your Business
Instagram is at it again copying features from other social media apps (sorry, Snapchat). Their new feature called Reels launched on August 5th and allows users to record and edit 15-second multi-clip videos with audio, effects, and new creative tools. You can then share the videos to your Feed or Story. Your Reel could also appear on the Explore page if you have a public account. (Which, let's be real here, is not likely - but I digress).
This functionality is an exact rip off of the popular app TikTok, which has left many to wonder if the Gen Z favorite will soon be old news. But according to a recent survey, most Tik Tok influencers have given Reels a hard pass. 75% of TikTok creators polled said they would not move their content to Instagram Reels, citing concerns over Instagram's algorithm.
Now that leaves us wondering whether it makes sense for businesses to give Reels a try, stick with TikTok, or do both? Our take is: it depends (very unsatisfying, I know)
As with all social media efforts, it's vitally important that you consider three big things:
Who is your target audience?
What creative resources do you have?
What is your expected ROI? (both your time spent as well as monetary investment)
Target Audience
Demographics wise, TikTok has 26.5 million monthly active users in the U.S., and people spend an average of 52 minutes per day using the app. The catch here is that 41% of TikTok users are between 16 and 24 years old, and roughly 50% of TikTok's global audience is under the age of 34. If this is your target demo ” GREAT. But for many of our clients, this isn't the best fit.
On the other hand, Instagram has 1 billion monthly active users, and people spend an average of 28 minutes per day using the app. As of May 2020, 35.2% of U.S. Instagram users were between 25 and 34 years old. The second-largest user group was 18 to 24-year-olds with a 21.4% share.
Creative Resources
Social media can be a total time suck if you don't plan accordingly. For most business owners, your time is likely better spent selling rather than writing captions for social media. With that said, social media is still vital for business owners to raise awareness of their business. So, before you download TikTok and spend a full day practicing dance moves, take stock of your creative resources.
Do you have the bandwidth and the interest to create videos yourself? Is there someone on your team who could take this on? Should you hire a freelancer or small agency to manage social media or build you a strategy?
If you barely have the time to create content for Facebook or Instagram now, you probably don't have the time to make content for Reels or TikTok.
What is your expected ROI?
Return on investment is huge when it comes to social media. Now that Facebook de-values branded content, some major corporations have decided to stop posting organically and instead push their resources into social advertising exclusively.
We think this is a bit extreme and unrealistic for most small to medium-sized businesses. However, it raises an important question to consider: What does social media success look like to you and your business? Are you looking for clicks to your website? General awareness of your products/services? Going viral? (that last one will probably never happen)
Hot Take: You don't need to be on TikTok
TikTok may be a good platform if your target demo skews young, but make sure that you or someone on your team is up on the latest content trends. Otherwise, it could be a total waste of your time.
If you want to try your hand at this video style first before committing to a new channel, start with Reels.
Remember that someone watching a TikTok or Reel is likely not going to visit your website after watching. Not because they don't like you or your product, but because this isn't the typical user behavior.
If your audience skews young, but making consistent videos is daunting, consider an advertising test on TikTok. Their self-serve ad platform is pretty intuitive.
10 Black Podcasts that You Need In Your Life
If you believe that #BlackLivesMatter, it's not enough to merely post a black square or post protest photos and links on your Instagram Stories. As allies, it is imperative to support and advocate for Black People in America through our votes, our donations, and the media that we choose to consume. You can sign a petition, donate to your local bail fund or Black Lives Matter, purchase from Black-owned restaurants, stores, and businesses. Start at home by having tough conversations with friends and family members who may be either blissfully unaware or militantly vocal about their implicit biases. Stream movies, support Black artists on Patreon, and subscribe to podcasts from Black creators.
We've curated a list of podcasts to get you started and would love to hear additional recommendations you all may have. At Random, we are committed to educating ourselves and our clients on how to be better allies and responsible global citizens. While you make your way through these trailers, take a moment to ensure that you are registered to vote for the upcoming primary and general elections. And while you're at it ” fill out the 2020 Census. It's never been more important.
1. Scam Goddess
Scam Goddess is a podcast dedicated to exposing fraud and all those who practice it. Each week, host Laci Mosley keeps listeners up to date on current rackets, digs deep into the latest scams, and breaks down historic hoodwinks alongside some of your favorite comedians. Every episode starts with a recent scam, funny story, or letter from a listener. My favorite episode so far featured Jameela Jamil and was released during quarantine. Together they broke down the scam from Caroline Calloway ” the Instagram influencer who launched a "creativity workshop" that failed in a spectacularly public fashion. Some even called it a one-woman Fyre fest.
What A Day is a daily podcast that cuts through all the chaos and criminal activity to help you understand important initiatives and how you can contribute“ all in just fifteen minutes. The show is hosted by comedian Akilah Hughes and reporter Gideon Resnick. Episodes are available at 5 am every day, so it's a perfect addition to your morning routine.
3. Keep It!
Keep It! has been around since 2018, which means there are SO MANY great episodes to binge. Each week, hosts Ira Madison III, Louis Virtel, and Aida Osman discuss the ways pop culture and the entertainment industry intersect with politics and society. They're joined by insanely popular guests on every episode ” Issa Rae, Tim Gunn, Ronan Farrow, and Angela Bassett just to name a few. In a recent episode with Bowen Yang, the Keep It! hosts discuss #BlackLivesMatter protests in the wake of George Floyd's murder, #BlackoutTuesday, and more. If you're a white person with questions about substantive allyship, give this episode a listen.
If you love romantic comedies, this podcast is for you! Faith McQuinn created this sensational audiodrama about dating over age 40. The story centers around Josephine, her best friend Katrina, and her love interest named Malik. The casting, sound effects and masterful storytelling really sucks you in ” I'm not even embarrassed to say that I binged all 6 episodes in one day.
6. Code Switch
NPR's Code Switch tackles the subject of race head-on ” how race impacts politics, pop culture, history, sports, and everything in between. It's an extremely impactful and important examination of the structures that shape our lives, whether or not we are conscious of them. To keep up with the latest around the protests, #BlackLivesMatter, and policing, subscribe to the podcast, but also follow @CodeSwitch on Twitter. You won't regret it.
7. Boom
If romcoms aren't your thing, you should definitely check out Boom: A Serial Drama, another audiodrama created by Faith McQuinn. BOOM is an exploration of loss and recovery. Porter, a computer technician and outdoor enthusiast, must come to terms with the tragic murder of his best friend”and love of his life”Genevieve. It's far from an easy road for Porter who suffers through a harrowing physical recovery as well as a mental one. The lead detective on the case believes Porter is the killer, and his two best friends are trying their hardest to get him to resemble the guy he once was. This story was a great commute podcast for me, and I highly recommend it as a switch up from Audible.
8. The Nod
While this podcast is no longer actively producing episodes, it's still on our top 10 list due to the amazing stories of Black life and culture that don't get told anywhere else. The show ranges from an explanation of purple drink's association with Black culture to the story of an interracial drag troupe that traveled the nation in the 1940s. They celebrate the genius, the innovation, and the resilience that is so particular to being Black ” in America, and around the world. If you're a white person looking to expand your knowledge and understanding of the Black experience in America , this podcast is a must-listen.
9. Why Won't You Date Me?
I have been a fan of Nicole Byer since her days on Girl Code in 2013. Her career in TV has skyrocketed since then, and like her other projects, this podcast doesn't disappoint. Perpetually single, Nicole invites her friends, comedians, and ex-lovers to interview them about their love lives. Below is one of my favorite episodes with Ann Payne where they discuss a guy she met in AA who ended up in prison for arson. And when you're finished binging her podcast, check out Nicole Byer's original show on Facebook Watch called Loosely, Exactly, Nicole. It ended 2 years ago, but it's worth every second of your attention.
10. Ear Hustle
Ear Hustle is a partnership between Nigel Poor, a visual artist, and Earlonne Woods, formerly incarcerated at San Quentin State Prison, and was co-founded with former San Quentin resident Antwan Williams. The show takes a deep dive into the life of prisoners at San Quentin State Prison with most episodes recorded inside prison walls. Ear Hustle reveals deep insight into the American prison system and the cultural factors that influence recidivism in the U.S. One of my favorite episodes in the latest season is called "Hold That Space." In this episode, Nigel and Earlonne interview four women in relationships with incarcerated men and the unique challenges they face.
What You Need to Know About Facebook Shops
Calling all business owners! If you sell a physical product, there's never been a better time to revisit your Facebook strategy. Shopping on FB/IG has been around since 2017, but the new Facebook Shops online store is a whole new level. Facebook Shops is a single online store that lets customers purchase your products right on Facebook or Instagram without visiting your website. For the customer, this means no more app switching or re-entering credit card numbers when you see something fun on IG Stories.
THE DETAILS
Facebook Shops are free and easy to create. When you set up your shop, it will appear on your Facebook and Instagram accounts and will soon be available on Messenger and WhatsApp. Products in Facebook Shops will be featured across FB and IG, including a new dedicated shopping tab on Instagram and within Explore.
If you have an online store through Shopify, BigCommerce, WooCommerce, Channel Advisor, CedCommerce, Cafe24, Tienda Nube , or Feedonomics, you will be able to import your entire catalog of products into Facebook Shops easily. Facebook Shops will sync with your current site so you can easily keep track of sales and inventory.
FEATURES COMING SOON:
Shoppable Live Streams - Allowing customers to purchase products in real-time.
AI - Facebook will automatically identify and tag products in feeds so people can click-through to purchase when they find things they like.
Small businesses will also be able to personalize their storefronts to show products that are most relevant to their customer.
AR - Customers can virtually try on products like sunglasses, lipstick, or makeup before buying. Facebook will also let customers place objects like furniture in their houses using AR before purchase.
Loyalty Programs - Facebook is working on solutions to connect store loyalty programs with individual Facebook accounts, allowing customers to keep track of points and rewards.
WHAT IT ALL MEANS FOR YOU:
Facebook Shops won't replace websites for most small businesses; however, we predict that conversion rates for eCommerce ads and overall sales numbers will increase for companies that use this new feature.
If you are a small business that wants to try eCommerce but doesn't have the budget or resources to integrate eCommerce into your existing website, or if you don't have a website at all, Facebook Shops can be a great option.
Overall, Facebook Shops removes friction from the clunky mobile shopping experience and will likely result in more spontaneous purchases. How many times have you changed your mind about a random purchase from an IG ad because you didn't want to get up off the couch and grab your wallet? For me, it's more times than I'd like to admit.
Facebook Shops is also Facebook's latest move to keep people on the platform, for longer. With the pixel losing relevance, this is a way for Facebook to prove that their platform truly works to drive sales.
Who knows? Maybe they will get rid of outside shopping links all together in the coming years.
RANDOM RECOMMENDATION:
If you have an online business, take advantage of this new feature, but don't abandon your website altogether. Remember: the data you collect on your website is yours forever. Facebook owns all of the data and content on its site and can shut down features anytime.
7 Tips to Help you Prepare for Local Search Being the Only Search That Matters
I want to paint you a picture and I'm sorry it's not a pretty one. In fact, it's going to make many of you angry and it'll probably make some of you scared. If you need an SEO hug hit my inbox and I'll give you an e-hug free of charge.
Most of Us are Pros at Something Other Than Digital Marketing
And that's okay! Picture yourself as a small business person (like maybe a car dealer? I know shocking, right?!) you're an expert in your craft or service, you're focused on providing great service to your customer, you've got the tools and the skills to succeed. Sounds like you're ready for customers to pour in, but that's usually the problem. Business doesn't come just because you turn the open sign on. In a world that is increasingly digital, increasingly skeptical, and increasingly overwhelmed by new choices both online and in real life or IRL as the kids say. So what do we do? We pay for some marketing right? Where do we start though? That's the real question.
The Marketing Playbook is a Dusty Volume Written in 2010
Most businesses start with a website. I could write a whole series of articles on websites, but for most small businesses it's the equivalent of their storefront online. It's a place to drive digital advertising, communicate pricing and product offerings, your website acts as your home online. However, far too many businesses have what I call the "Field of Dreams" problem. They think if they build it customers will come. The hard truth is that there are over 1.5 billion websites on the web and without some very clever strategies there is a high likelihood that yours won't rank highly in organic search. Also, there's a good chance no one cares about your website anyway. Check out my last article about why no one cares about your website anymore.
There's a New Set of Basic Best Practices for Digital Marketing
Next, you might consider some advertising. Potentially paid search, social advertising, or even display advertising. You might send some direct mail, buy a billboard or a radio spot. All of these can be effective, but they still ignore a few fundamental truths about the digital behaviors of your customers. Let's take a look at why I think that's true.
Organic Search is the Single Most Powerful Lead Converter
SEO has long been seen as a dark art, but as technology improves and more of us move from black and grey hat to focus on actually answering questions that our customers are searching for measurement has improved dramatically. In fact, at least 51% of your website's traffic probably comes from organic search or what we know as SEO. We know that many small businesses have been trying to reach "page one of Google" for years and we also know that the best place to hide a body is on page 2 of the search results. Search is changing though and while your website is still an important information and content hub for your business you need to work a little harder to get the same benefit you did from SEO 4 or 5 years ago.
Local Search is the New SEO
Let's start with the fact that almost half of all searches are local (46%) search and local are becoming so connected that "near me" searches have increased 900% in the last two years. You might be thinking that seems a bit high, but do a quick search for anything that has a location near you on your mobile device (at least 60% of searches come from mobile) what you'll see is that the first organic search result is likely at least one long scroll down the page. As you've probably guessed this means that while the SEO work you've done to your website is important even if you have that coveted first position you're really much farther down the search results. What you'll notice is 3-5 ads and then what we call the "map pack" this is where Local Search becomes powerful and where your ratings and reviews can impact your business.
Local search is a powerful signal of purchase intent much more so than much of the website content driven SEO we have done for the last 20 years. Most local searchers (88%) visit a store within 24 hours which confirms our intent theory and 28% of those conducting a local search will make a purchase. Not only do local searches convert they convert much more quickly than traditional SEO with 18% converting within a day compared to only 7% for organic search. This further reinforces that local searchers are primed to spend with your business they just need to be able to find you!
How to Make Sure Your Business is Found in Local Search
Titles and Meta Descriptions: Focus on one keyword as close to the beginning of the meta tag as you can and try to include targeted location names as well.
Makes sure your Online Business Info is correct: SEOs call this NAP (Name, Address, Phone Number) these are what are called Citations that we update on what we call Directories. For example Google My Business is the largest directory we work with.
Optimize your Google My Business: Making sure your Business Name, Address, Phone Number, Website, Hours, and amenities are updated on GMB is very important, but those only go so far to help you rank. You also want to pay attention to Relevance, Proximity, and Authority as it relates to GMB.
Claim and verify your GMB: There are hundreds of thousands of small businesses that miss this step and it's super simple. Follow this link https://www.google.com/business/ to claim your business. Once claimed you will need to verify your business by requesting that Google send you a postcard to your business's physical address (NO P.O. Boxes). Follow the instructions and you'll open up a ton of new functionality in GMB.
Relevance, Proximity, and Authority: These three elements help Google determine what the best local search results to serve the searcher are. They're relatively easy to plan for as long as you know what they are and how to influence them. Relevance can be viewed as a measure of consistency. To be relevant in Google's eyes you must 1. have a complete listing 2. Include the most relevant GMB categories for your business 3. Align your primary category with the <H1> tag on your website. Proximity is simple to understand for the most part if someone is not within 5 miles of your business you will not appear in local search. Authority is the hardest to understand but it is a measure of confidence that the information you provided is accurate and correct. The best way to influence the Authority signal for Local Search is to make sure your NAP (remember, Name, Address, Phone Number) is correct in as many places as possible across the web. There are tools that can help you do this and some are even free.
Earn Reviews: Sure, reviews are a great way to show potential customers what kind of experience they will have, but I have a secret. They're WAY more powerful than that. The volume of reviews you earn the your star rating in those reviews can actually help you jump over other local businesses in the map pack and earn you more traffic and sales. This is because Google uses this as a signal for ranking you to improve the quality of their results. Google makes money off the value of their SERP (Search Engine Results Page). Here's proof (business names changed for the example) You'll notice John Smith is further away that Hometown.
7. Use Structure Data: If you're technical enough or have resources that are using Schema.org to structure your data will help Google understand what your website is about and rank it more frequently. Especially for local information that can be hard to find on a website. Even with a sitemap and XML Sitemap crawlers still might miss it. Learn more about structured data here: https://moz.com/blog/structured-data-for-seo-1
So now that you know how to dominate local search be sure to do some testing. Pay attention to your website, phone call, and foot traffic and see if implementing these tips provide increases that deliver to your bottom line.
10 Reasons to Hire Random Agency
We don't do copy/paste strategy.
We only work with clients we believe in.
We don't have giant executive salaries.
We don't do it just for awards.
We won't say "yes" to every idea.
We believe great (and horrible) ideas can come from anywhere.
We know the difference, and we promise we'll tell you.
We're a small and mighty team with a big network to support.
We bring big agency talent without big agency price tags.
You pay what we say and nothing more. Keep your nickels and dimes.
We're not going to play it safe. We'll push you based on data and insights.
