In this episode, Brenda and Windy answer the question “what is microblogging” as they discuss Sassy Direct’s microblogging feature and how it fits into the Social Media Pyramid.
Brenda: Hey, hey, everybody. Welcome to another episode of Direct Sales Social Marketing with Sassy Suite. I’m Brenda Ster in Arizona. And joining me as always is Windy Lawson, our flamingo-loving bestie in Florida.
Windy: All the way across the country. Hey, girl, hey.
Brenda: Hey, and… yeah, the fact that we’re on different coasts means we always play time zone math. It’s like I don’t know what time I’m recording today. What time is it by you? What time is it by me? We don’t really know, it’s a mystery is what it is friends.
Windy: Well, Arizona does not help matters. I’m just saying.
Brenda: No Arizona’s the best. You know why? Because we don’t do daylight saving time, which means we stand still and everybody else moves around us, which makes it look like we’re the only ones moving which makes everyone totally confused. Whatever you gotta live here to understand it. So anyway, sidebar. Today, you guys, we are talking about microblogging. It is a super fun social marketing topic, and I thought it would be interesting and useful to spend a podcast talking about it since so many people are like, “well what exactly is it?”
Windy: Right, ’cause it’s — they understand blogging. But then, what is a microblog, what, how do I do that? What is — is that Twitter? Is that just posting on Twitter? Right? So I think this is… we have a good opportunity to explain what microblogging is.
Brenda: So let’s start, and let’s start at a little bit higher level. We wanna, before we get into what is microblogging and what exactly does it look like, I thought it would be worth spending just a little bit of time talking about the social media pyramid to get us started. Now, some of you may be familiar, we’ve talked about this on podcasts in the past, but let me talk about what is the pyramid. And I wanna start with literally visualizing what a pyramid looks like. So, it’s fat at the bottom and skinny at the top. And it comes to a point. And the Social Media pyramid is this concept that we use in all of the Suite groups about understanding how your reach can really make an impact based on where you are in the pyramid. At the very, very bottom of the pyramid is where we put Facebook. Everybody’s on Facebook, or 98% of people are on Facebook. And by virtue of being on Facebook at the bottom of the pyramid, that’s where everybody is, therefore, it’s hard to stand out there because there’s a whole lot of people there. And your marketing strategy and has to be really, really good to stand out on Facebook. But when you climb the pyramid, you go maybe to the next level, which maybe is Instagram. A lot of people are on Instagram, but not everybody’s on Instagram. Then you go higher, you go to Pinterest. And Pinterest is suddenly like, “I don’t really know what I’m doing on Pinterest, so I’m just surfing for recipes. There’s a good strategy on Pinterest, but if you keep on going, it gets skinnier at the top of the pyramid. And then you get to the tippy-tippy top and you’re like, “wow there’s not a lot of people here.” Maybe it’s video. Maybe it’s blogging. Maybe it’s live streaming. And when you get to the top of a pyramid, there’s fewer people using that channel, therefore, it’s easier to stand out because there’s fewer people in your direct business niche that are using it. So where we really talk about microblogging is it’s higher on the pyramid — it’s maybe Facebook and then to Instagram, then to Pinterest, then to videos, then to micro-blogging, and then to self-hosted blogging at the very tippy-top. Microblogging is a way to get your content out there and like Windy said, it’s a combination of blogging and a little bit of instant messaging, it works a little bit for your funnel. And the big, big benefit is it can really exponentially impact your reach, because it is public and Google-friendly. So we think about, you know, the social media pyramid, we talk about how do you divest your risk from Facebook. Because everybody’s on Facebook. Nobody ever asks our opinion when something changes. So how do we divest our risk from having all of our eggs in Facebook’s basket? We expand onto other platforms, we climb the pyramid, we go to Instagram, Pinterest, and microblogging. So, Windy, we’ve talked about the social media pyramid a lot. Would you agree with that about sort of how I characterize that?
Windy: Absolutely. And the higher you are on the pyramid, the more you stand out because there’s less people there. So, when you think about — and Brenda talked about this a second ago — with search, search engine, when someone doesn’t know you and they are searching for what you sell in your town, right, you can show up via a blog or microblogging. So the higher you are — that’s a benefit that you get the higher you are on the pyramid, ’cause there’s less competition. So you’re gonna show up.
Brenda: Right, right. So, let’s talk about the difference between microblogging and full-on self-hosted blogging.
Windy: You know, it’s really interesting, Brenda, because I’ve actually, I’ve had clients come to me — coaching clients come to me and say, “should I microblog or should I blog?” And I present it to them like this: “Do you want you to, do you want to rent a condo or do you want to build an entire condominium complex?” Because that’s kind of the difference, that’s kind of the difference. When you are doing a self-hosted blog, you are 100 percent in control, which sounds 100 percent amazing until there’s 100 percent of the problems are yours. Right? You can have to build it, you have to figure out the colors, you have to do widgets, you have to make it all work, you can do that –.
Brenda: And you have to drive your own traffic.
Brenda: You have to promote it yourself. You have to do all your own search engine optimization, marketing, Google Analytics, and traffic management, which is — those who are techy or have a big market to serve, potentially could be really desirable.
Windy: But it’s also, it’s also gonna take longer for you to have… you’re not going to… when you microblog and you’re microblogging on a platform that has great SEO, you can see much faster — you can see the, you can see the benefits much quicker, right, because that traffic’s already coming to you. So the difference is, on a microblog, is you’re basically, you’re renting, you’re renting a room in the condo — you’re renting space in the building. You’re not the developer, you own a tiny little corner of the building. So you’re responsible for your content, so you don’t have to worry about all the tech stuff. You can just go, you can go do what you do. You can go write what you wanna write about and post your — post your photos, and, you know, make sure you choose good keywords. Because it’s all about the traffic, but you’re not responsible with figuring out all of the back end of it.
Brenda: Exactly. So, we have a microblogging platform called Sassy Direct and Sassy Direct is a social hub that allows you to put your information and put your about section and your social profiles and your photo albums and your videos onto the platform without you having to build a whole technology platform. And it allows you to add what we call member articles and member articles are microblog posts. You can add images, you can add links, you can add affiliate content, you can add your social content. And one of the things that we find from our members, most valuable of how they really leverage Sassy Direct is in time-sensitive content. And I wanna talk a little bit about this and use the metaphor that Wendy just started with, which was renting a condo or building a whole new complex. In, microblogging, if you’re renting a condo, you’re relying on us to really drive the marketing, to bring people to bring traffic to your blog, right? To bring traffic to your member articles. Sassy Direct gets in the ballpark of half a million or more page loads and site hits, per month. So when someone writes a new article, you get the benefit of Google consistently crawling Sassy Direct’s site and all of our pages and member profiles because of all of the traffic from the entire condo complex that you’re benefiting from all that traffic from other microbloggers, as well. To bring traffic to you. So when you’re writing articles that might be time-sensitive content, and we see this a lot in some of our direct sales clients where people are — you know, something is announced at a convention or there’s a new style or a new catalog or a new capsule or a new seasonal collection or a new holiday lunch. And people, where do people go when they have a question? They go to Google.
Windy: Their good friend Googles.
Brenda: Their good friend, Google — the Googles, right?
Brenda: And this is really an important understanding of how social marketing works. If I don’t know somebody who sells ABC product, I’m gonna go ask Google a question. And I’m literally gonna say, “brand in my city,” or I’m gonna say, “what is the new style for such and such clothing company.” I’m gonna go ask Google a question. And what we have found very consistently and reliably and repeatably is that people are coming up on Sassy Direct because they’re literally posting time-sensitive topics that are catching Google right away based on what people are asking Google. They’re asking Google a question, And when you respond with that topic, that answers somebody’s question, you have a much better chance of catching their attention — this is sort of fishing with the right bait in the ocean of Google and you have a better chance of guiding them where you want them to go on your funnel down to your pond in — on Facebook, or your email list or wherever you happen to be building community — to say want to learn more? Come join me on Facebook, come join my email list, come join my — come read my, you know, read more on my own blog.
Windy: I was gonna say, Brenda, you didn’t say that. If you have a blog, if you are a blogger, and you have your own blog, you can still benefit from microblogging in that our traffic is kind of a bomb. Right? Sassy Direct has got such good SEO, you could use that to drive traffic to your self-hosted blog. So microblogging is not just for people — for non-bloggers.
Brenda: Exactly, and that’s an, I think that’s a valuable point. The idea of leveraging Sassy Direct’s overall traffic, so if you’re a self-hosted blogger, if you are not getting half a million or more site hits per month, Sassy Direct can benefit you because you will probably not outrank it on your own self-hosted blog even if you are posting the same content that’s time sensitive, ’cause Google’s — think about it from Google’s perspective, what’s Google’s goal? They wanna keep people coming back to Google ’cause they serve you ads and that’s how they, they get their advertisers and charge their advertisers money by serving the average searcher for content. And if you are not finding content that is valuable Google will say, “okay, I can’t keep my users, I gotta figure out how to make sure that the content on page one is valuable and relevant.” So we encourage and train our microbloggers to really create content that is gonna favor Google searching. Because we all know the best place to hide a body, Windy.
Windy: Google page two.
Brenda: Google page two. You know why? Nobody looks there… nobody goes there. Best place to hide a dead body, Google page two, you guys, that’s exactly right. So let me talk a little bit about some of the other features on Sassy Direct and where we really encourage and are talking a lot about divesting your risk from Facebook. Because at the bottom of the social media pyramid, Facebook, everybody has a Facebook profile, therefore, nobody stands out on Facebook, because everybody has one. So even if you have a Facebook page and a Facebook group and a personal profile — everyone else does, too. So how are we really standing out? The way that you can stand out is by making sure that you’re about section on Facebook is the same as the about section on your Sassy Direct microblog on your, on your Sassy Direct profile, because then we’re literally saying, hey, I’ve got consistent naming I serve a consistent market, all my keywords starting to pop up more consistently. I’m telling Google that I’m serious because I am showing up in multiple places with the same about information. So somebody is looking for my brand, in my city, or asking Google a question that I specifically answer with my products or services, I have a better chance of showing up because Google is seeing my keywords used more consistently. So we really encourage people to take advantage of all the different features that are available on Sassy Direct which include video content, which includes photos and photo albums — and this is an important one because how many of us, everyone raise your hands — because how many of us do a Google search and then look at the images? How many of us do Google image searches?
Windy: Every single time.
Brenda: All the time.
Windy: I don’t even look — almost everything I do now, I do my search and then I go to the images.
Brenda: Right. So whether you’re looking for the main feed of search results or you look at the image search, all of those images are also Google-optimized and every one of those images that we call above the fold content — that sort of on the main screen without you having to scroll to see more — all of that content is Google-optimized content. So we wanna make sure we are giving all of our community the best possible resources to get your content where somebody is looking for it, divesting your risk from Facebook, so that when we all hear “well Facebook’s algorithms are changing and my reach is dropping.” Well then stop relying on Facebook and go swim in Google and let us show you how to get to a bigger ocean. So, our goal is really to simply show that microblogging is a piece of strategy that can complement your social — your overall social strategy, by looking at where it fits on your social media pyramid and how that content cascades down over all sides of your pyramid. So for example, if you are on Facebook, and I’ll use me for an example, I am Suite Brenda anywhere – everywhere on the Internet. So Suite Brenda on Facebook, Suite Brenda on Instagram, on Pinterest and on Sassy Direct. So when someone is searching for Brenda and Suite Brenda pops up in one place, they’re likely to find Suite Brenda in all the places all at the same time. Because my profile is consistent, my naming is consistent, and my social media pyramid is completely tied together that my web, my pyramid is all integrated. And my goal is to make it easy to engage with me because social marketing is not even remotely about us, it’s about making it easy for your consumer to do business with you, meeting them where they are with what they need at the time they need it.
Windy: Brenda, do you realize that every single podcast we do, we somehow trip into funnels, we somehow trip into branding. It’s almost…
Brenda: It’s almost like it’s connected, it’s almost like it’s, like the same thing, I don’t even know… But when we really understand social funnels and how you get someone from point A to point B, point A being where you’re fishing and point B where you ultimately want them to go, we really have to understand that it all comes down to social content, it all comes down to funnels, it all comes down to community and personal branding, and how we serve value to our prospect — and our prospect might be found on Facebook, it might be on Google, it might be on Instagram. Wherever our prospect is hanging out, we need to serve him or her content on that channel that’s gonna give them what they need that makes them want to engage with us more. Because the way that people will follow us is when we give them value that answers their question or helps build their confidence and trust with our value. So, and the better we do that, the better our funnels work, the better our overall community works, the better our overall growth works, and the more integrated our social strategy works. And it’s, there’s a lot there. Right? There’s a lot there, Sassy Direct and microblogging is, we do consider it an advanced feature of social strategy and, you know, it’s not for everybody. If you’re still on the side of going “I’m trying to get my Facebook group working,” I wouldn’t say, “let’s add Sassy Direct in.” But if you have got your Facebook working and you’re really working now and expanding your funnels, I would say, “yeah, let’s hit up Sassy Direct ’cause you need to go hit Google and be where people are looking for you, they just don’t know they’re looking for you specifically.”
Windy: And Brenda, you guys, remember your Facebook group, your Facebook group is not indexed by the Googles.
Brenda: Right, it’s not public. So no one, seeing your stuff there. And if your Facebook page — and if your Face — because everybody in business probably has a Facebook page that’s not getting a lot of, even though it is indexed by Google, it’s not really helping you stand out ’cause so many other people also have one.
Brenda: Right? So our goal is to help people get found by putting your content where they are, where your prospects are looking for it, which is probably on the Googles. And there we go.
Windy: You can — you can check out — if you wanna see exactly what we’re talking about, check out sassydirect.com/join, and you can see the membership options there. Like Brenda said, we do have — it is a — it can be a powerful piece of your social marketing toolbox. So you can go check that out, sassydirect.com/join.
Brenda: Right. So it’s a little bit of renting a condo, right? That’s our strategy there. Come rent our condo. So, the other thing I would also add is we do have a member support group just for Sassy Direct, so if that, if that is a platform you are using or expanding or exploring come on over and learn more about that. And that’s where we provide a lot of our training. And we also do one of my very, very favorite things ever in the whole wide world is…
Brenda: It’s like literally one of my favorite things. We do live Google hunts. So that means I will go out and real-time live — on a clean browser that is not pre-set by any previous searches or any cache history — I will go out and live on a Facebook Live, I will try to find what our community is looking for, ’cause if I can find you or what they’re writing in what they’re writing about, ’cause if I can find you, your prospects and your community can find you, and that’s so much fun and so powerful. And really exciting when we find our members, when we literally find them on page one, even more validating when they come up above a person’s brand.
Windy: Yes. Exactly. When we see one of our microblogger’s post list higher than their national brand — their corporate brand, we all do a little high-five on that one.
Brenda: Yeah, the corporate brands are like, “wait, what is this all about? What’s happened here?” Oh, you guys. Alright, anyway. So, we wanted to share a little bit of insight about what is microblogging, so you can start to make the decisions on whether this is a piece of strategy you’d like to add to your social strategy. And if you do wanna learn more come on over and check out sassydirect.com like Windy already mentioned. And then if you’re instead learning more about social marketing strategies in general or wanna learn more about our coaching strategies, we have two groups that we would invite you to join. One is The Socialite Suite. That is our free group, it’s our community group on Facebook, thesocialitesuite.com. And then The Elite Suite is where we provide live coaching, Windy or I provide live coaching every weekday, we do a monthly sales strategy session, we have a free graphics pack every month, and you can join The Elite Suite for only a dollar for your very first month and then it becomes a subscription group. So you can learn more there, at theelitesuite.com. As always, thank you for tuning into Direct Sales Social Marketing with Sassy Suite, and we will see you next time. Thanks, Windy!
Windy: Bye guys!