Newsjacking: Riding News’ Coattails

At the writing of this article, these things are in the news:

  • the US is experiencing an unprecedented heat wave
  • the ‘Avengers: Endgame’ passes ‘Avatar’ to become biggest movie ever
  • it’s 50 years since Apollo 11 landed on the moon
  • it’s National Ice Cream Day
  • Marvel announces at San Diego Comic-Con, its Phase 4 projects including the vampire hunter, Blade, to be played by two-time Oscar winner, Mahershala Ali.

“Newsjacking…”, in the words of David Meerman Scott (who wrote a book with the same name) “… is the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.”

It's National Ice Cream Day! (1)

We’re having a heat wave and it’s National Ice Cream Day! What’s a person to do? Enjoy! It’s nothing a little Group Power won’t work off tomorrow morning. 😉 #heatwave #grouppower #nationalicecreamday #icecream #iscream#onlyineaston #jivafitness

So, what this means is, that by using trending, searchable terms (now easier with hashtags) such as #nationalicecreamday, or #heatwave, more people are likely to see your marketing and take notice of your business.

ice cream

Example of Newsjacking and how it can give more attention to your marketing efforts: Instagram search for #nationalicecreamday

Another benefit of utilizing newsjacking techniques is that it can be a timely way of creating a little fun with your marketing.

Note: I would recommend staying away from polarizing topics such as politics and religion.

For a little more on newsjacking, check out The Art of Newsjacking (And Its SEO Benefits) by Ramona Sukhraj

Posting Your Body Shots or Workout

The Instagram fitness “gurus” get their clout from how hot or tough they look in the billions of body selfies and workout clips that they post. After all, they must know what they’re talking about, look at their bodies. Of course, you can also find this on Facebook and other social media venues. Now, I know that most fitness professionals know that just because someone may have a great body or does a hard workout, doesn’t mean that they know anything about how to train others. Since we understand that, why is it that so many personal trainers fall into the trap of posting body shots and videos their own workouts as a means of marketing? I suspect it all boils down to one thing…. keeping up with the Joneses. 

“The Instagram “gurus” have tons of followers and if I want to get more followers, I need to follow their marketing example.” This, of course, is just falling into the same trap as the IG followers. “They must know what they’re doing if…” Untitled design (41)Here’s a secret about the majority of the IG fitness folks, their bodies and their self-assuredness (perhaps even their self-delusion), it’s is all they have. We can do better. In fact, it’s our duty to do better. We need to break consumers of the illusion that because somebody looks good, they know what they’re doing. Or, perhaps even more important, that just because a personal trainer isn’t ripped and beautiful, doesn’t mean they aren’t a great personal trainer.

I’ll let you in on another secret, showing off your body (in pics or workout vids) can be very intimidating and potentially demotivating to many prospective clients. They may think that the workouts would be too hard, that they don’t want to be that muscular anyway, or that they could never look that good, so why bother.

Let’s look at what they do want. People want to do business with those that they know, like, and trust. What you should be posting are things that lead to creating conversations with them. Let them into your world. Show them who you are and what you believe in. Help them to get to know and like you (and you, them) and share helpful, evidence-based information to build that trust.

If we want to get the consumer to look beyond how a personal trainer or an instructor looks and pay attention to what they know and can teach, we need to stop marketing like its all about being a sex symbol.

I could go on. It’s a big pet peeve of mine, but I think you get my point. I’d love to hear your thoughts. Leave a comment below.

 

The Best Marketing Medium is Personal

At a conference last year, I was asked what I thought was the most effective marketing tool. Having presented at other conferences on social media marketing, I was pretty sure they wanted to know what the next hot social media app was and how to use it. My answer was probably a little surprising.

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If you are a business that relies on the local market, i.e. health clubs, personal training and/or group fitness studios, the best marketing is getting out and getting active in your community. Remember that what you are really marketing is you. Yes, this includes your expertise, but also your demeanor, your caring, your sense of humor, etc.

They say, “A picture is worth a thousand words.” That is because the extra layer of sensory engagement that a picture offers tells us a lot more. Video gives us the ability to hear as well as see and creates even more engagement. So, it shouldn’t be surprising that real-time, face to face interactions give others the greatest sense of who you are and what you are about. When you meet someone in person, you note their eye contact (or lack thereof), their smile (or lack thereof), the grip of their handshake, the tone of their voice, all in an instant. Nothing is truer than that. Others will walk away feeling like they have a sense of the kind of person you are.

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Now, taking that meeting and turning it into acquisition of a client or customer requires more. You need to build a relationship first and that takes time. This is where social media apps can be particularly effective. After meeting someone in person (I’ll discuss how to seek out those opportunities in my next post.), immediately send an invitation to them to connect on Facebook, Instagram, Snapchat, etc. This allows you to follow-up on any conversation that you were having, helps you remember them, and them remember you. With each additional verbal interaction, their initial face to face impression of you will be reinforced.

Of course you can still make initial contact and build a relationship through social media. However, it will rarely be as strong as meeting in person. If you first connected online, find an opportunity to meet in “the real world”. Your relationship will only become stronger because of it.

Ello? Another Social Media Option

I don’t know if you’re aware yet, but there’s a new social media site building interest and getting ready to launch. Ello! It is currently by invitation only and is still in beta version. Do we need another social media site? Who cares about one more site?

Ello

 

It’s ad free, does that make you want to join it? Maybe not, but as Facebook posts more and more ads in your news stream, you may change your mind. Ello likes to think of itself as anti-Facebook in that sense.

The marketing rule of thumb is go to where your market is. They’ve been on Facebook, Twitter, LinkedIn, YouTube, Instagram, Pinterest, etc. Maybe Ello is the next stop for them. You can’t know yet. None of us can predict it. So, don’t wait. Join it when you can and explore it. Create a presence before your competition does. It may not pan out, but many didn’t think Twitter would either.

When you do join, connect with me at https://ello.co/marknutting Let’s get in there and figure Ello out together.Ello