ep36 - How to Get More People to See Your PostsMar 16, 2022
What's the secret sauce to gain favor with the algorithm and get your posts seen by more people!?
I'll tell you!
In this episode, I cover:
✔️ Nailing down "who" your audience is
✔️ What you can control about the algorithm and what you can't
✔️ The "how" of creating engaging posts
Mentioned in this episode:
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Hello, and welcome to Megan's social media marketing show. Today, we're going to be talking about how to get more people to see your post. This is something that I get asked about all the time. And I talk about it a lot. In fact, I talk about it on my newsletter this week in social media marketing, which gives you one trend to think about for that week and one trend to leave because guys you're busy.
You're you may be an entrepreneur, a mompreneur, you may have a side hustle, you got a business. If you're watching this and. You don't have the time to figure out if this trend is worth your time. So I will tell you, and I'll also tell you how worth your time it is if you want to invest the time and spend in it.
So go sign up for that at Megan ericsson.com/newsletter. And now we can get started talking about how to get more people to see your post. The first way, as in the form of a question that I have to give to you, do you know who your posts are for? Because if you don't know who your posts are for. How do you expect Instagram or whichever social media platform that you're on to know who the post is for?
So you've got to tell them who it's for and you have to craft posts that are attractive to that person. So my first tip is create an avatar. I know that sounds science fiction-y. What is an avatar? An avatar is sometimes called ideal customer avatar and ICA and the marketing world. And this is basically a fake person that you make a profile for.
So pretend like your ideal Instagram user, your ideal customer is out there. She or he. Is out there and mine's a sheet. So I usually use that language. And what you do is you think through the different aspects of her life and things like how old is she? Is? What is her family situation? Is she married?
Does she have a partner? Does she have kids. And she living with that person. Uh, what is her job? What does she do day to day? Does she take care of kids? Does she have a side hustle? Does she have her own business? Is she working for someone full-time, part-time all those things. Think through that? Uh, what CA what are her hobbies?
What does she do with her downtime? If she has downtime, if she's scrolling on Instagram, that's a good thing. Then, so that's just kind of like, what is it about her, the demographics. Then we can look at what we call psychographics, which are things like values. What does she value in life? What are the things that she pays attention to?
And is it really important to her that she is green and is using sustainable products or is it really important to her, her faith and her, how she lives out her life? Is that really important to her? Knowing those things can really help you key in to what's important to her. Also things like people, places and things that they love.
So if you have, if she has a favorite magazine, did she actually get a print magazine in the mail or is she more likely to read blogs? Are there certain blogs that she loves? Uh, you can also say things like where are they shout? What does she do? Uh, which newsletter is my feed subscribed to? Who is she paying attention to?
What podcasts does she listen? Uh, these are all great things to know. And then what keeps them up at night? This is my favorite. I think this is the key. What are her pain points? What are the things that keeps her up at night? Uh, this could be. Things that she's trying to solve often. It's things that are sticking points that are getting her stuck.
If she wants to be a sustainable, she wants to live a life that is sustainable living in green and is kind to our environment. Does she know where to start or where is she in that journey and where can you help her get further? There. So you may be thinking, oh yeah, those would be great things to know, but how do I even know them?
You know, am I, and at first, when you don't know who your person is, you might make those things up. Some times you can just think of yourself, what you were doing five years ago, because most likely you're talking to someone. Who you're farther along. You're further ahead in the journey then the person behind you.
So sometimes it helps to think of yourself five years ago, or before you started, before you gained the knowledge that you gained. What were you doing? What were you looking? And even starting with the things that you like and the things that you consume, and then you will gradually change and grow, uh, or learn more, I should say, as you go further in communicating with her about those things, she may be very different than you, but you don't know until you get started.
So, You can also look at the things that she's already telling you on social media or survey your people. I love serving my people. It helps me learn so much about her and I've created my own avatar and I've named her. Her name is Rachel by the way. And Rachel, I love Rachel. Rachel is fantastic and she's a financial planner that had to stay home because she had two kids and she couldn't figure out how to get out of that house.
Without them, but now she, as their kids are getting a little older, she has this brain space and she wants that. She wants to have flexible. She wants to have flexibility in her life. So she starts her own business to help other moms in her in her life or anywhere too. Help be financially sound so that's Rachel, but is everybody in my whole thing doing a financial business?
No, but I picked that job because it's something that I can help her with or think around, like, what would she need, what would she need in this sphere? What would she be doing? And it just helps me incredible. So I can create gate the post that then Instagram can tell, oh, who is this for? This is for Rachel.
And then Instagram serves it to Rachel. Now you may be thinking, but how does Instagram know to serve a tray? So what am I doing with those posts? Great question. Glad you asked the next thing. So first when you did a horror poster, And so we create our ideal person and we, you know, might not be great at first or it might be not be exactly right, but we edit as we go.
And the second thing is finding favor with the algorithm. Algorithm can be a dirty word. I understand. The algorithm though is just the set of rules. It's an, it's an artificial intelligence, a set of rules that. All social platforms at this point half. Does that decides how and who to serve up your content to.
And, uh, each platform has its own rules. I will use Instagram for example. And a lot of times the different platform will tell you how their algorithm works. And I pay attention to that. I pay attention to when that actual platform, not necessarily the influencers on that platform or other professionals on that platform say it works.
I listened to what the actual platform puts out there. And Instagram did put out a blog post a little while ago on how the algorithm works and even ranked how, what it looks at first, like a third of fourth. And the first thing that the algorithm looks at is. The mundane information about the content itself, like when it was posted how long it is, if it's a video where you're at in the world, what language you're speaking those kinds of things, it really does look at the content itself of the post to decide who to send it to.
So that's number one thing. And. Great news for us. That's the number one thing we can control is what that post actually is the content that the caption, the image, the video, that hashtags, that is the number one thing we control. And the number one thing to focus on now, higher, farther down in the list for Instagram is information about me who posted, like what, uh, How interesting.
I, my profile, the things I've posted before might be to you. And then the next thing is your particular activity, not the creator, but like the user's activity prior, what are they liking? What, what kind of spheres are they? Uh, what hashtags are they clicking on? Those kinds of things. And then. Like the lowest and the priority structure is the history that you have between that person.
Are they following you? Are they not? And again, that's the least, the least thing on the thing. So we're not going to focus on that as much. So if we take all those lessons in. First and foremost, we have to be very clear as creators on who that post is for. And since we know that now, since we have a person in mind, we can so much more easily do that.
And we do that with the things that we can control. The things that we control, those things. I said, w the content, the images, the video, the keywords, the hashtags, and also how we interact on the platform. That was the secondary thing that we can control is how we interact on the platform. Now, guess what guys, everything else, literally, everything else you have zero control over, no matter how hard, no matter how hard you want to make somebody fall.
You cannot, you cannot go to other people's phones and hit that call button. Cause that's what it would take. And we just, we have zero control over that. And so it does not do us any good to fixate on that. It doesn't do us any good to fixate on why. Oh, I wish they would have commented or I'm not getting it.
Or layman TIG, particularly we get in a really bad head space if we're looking at particular people and why they didn't like, why didn't this person like this? Why didn't they comment back? I always comment on their things. No, no, no. Ma'am that is not healthy for you. It is not healthy for your business because.
That's something we cannot control and we need to be spending our energy and effort, our emotional energy and effort, especially in the things that we can control. So you may maybe wondering after all of that, okay. I know who this post is for, and I know how to gain favor with the algorithm by telling it exactly who it's for and making it very clear.
Uh, but how do I influence that last thing? I understand that I can't control if they like it or share it, but I sure want them to, uh, but I will say we can't control that. However, we can do our best to influence that with crafting posts, the craft of the post being the most engaging, it possibly can to our ideal.
And I'll give you a few ways to do that. First of all, is creating content to address their pain points. Remember, at the very
I said that we need to know what's keeping them up at night. So what is it about your topic? The thing that you specifically talk about that they are asking, what are the common questions that you get?
What are your DMS telling you? What are people asking in response to your post? Or if you are not far in all along yet in that journey to know that, then you can look at other people in your same sphere. What are, what are the comments and questions they are getting. Or even what's the most Googled questions.
What are the biggest FAQ's in your industry? And that, that to me is a really helpful framework. What are they Googling? So every single time, honestly, that I do a post, I think what would they be typing in? And if what I would type in differs from what they would type in, I changed to what they would type in, because for, for example, If you're using jargon in your posts, like me as a marketer, I can get very, I can get into jargon.
I can start talking about market analysis or retreat, or I don't know, other things, for example, even with the title of this exact episode, my team, and I went back and forth on what to call it because we were like how to. Have favor with the algorithm. It might've just having that. How to get your, how to, I can't remember what we said, how to make it.
And how do increase your engagement rate? I don't know if you guys are typing now, but you might be typing how to get more people to see your post, which is the simplest way to say that. So we went with that title because we thought that's probably. What you're putting in because you don't know the marketing language yet.
At least Rachel does it, who is my person. So I put everything through the filter of, is this something Rachel would be Googling? Is this something Rachel would be, would be keeping her up at night and trying to figure it out? Cause she's spending so much time, effort and energy on these posts. She's going to want to know how do I get more people to see them, because that is one of her biggest painful.
Then we talked about keywords and what they're Googling. Another thing is hashtags related to keywords. So I know I get so many questions on hashtags. I can't go into a deep dive on hashtags right now, but not every platform uses hashtags. They're not effective on every platform. But if it is a platform like Instagram that uses them immensely and influences the algorithm immensely, you need to learn about them.
Uh, I get anywhere from 30 to 50% of my views of my read. On Instagram from hashtags. And you can tell that in your insights and your insights tab. So it is very important that you key in on using them. And I, one of my biggest tips just to get you started is to. At hashtags for people who are in your industry, her doing it really well, look at what hashtags they're using, or even click on ones that you know, are, are very relevant to what you're talking about and see what hashtags other people are using.
So that's my biggest tip on that, but use it definitely use them. It's worth it to use them. They still work. I get that question too. Uh, okay. So creating content to address the pain points is number one under engaging posts. Number two. Stop their scroll again. How do we do that? Megan? Just stop there.
Scroll. There's a lots of ways, but the most effective way is with human interaction. They want to see, even though it's through a screen, there is something that we are programmed literally in our human wiring, in our DNA to connect with one another through our eyeballs. And that is why. Selfies don't come at me, but selfies, meaning a picture of yourself is one of the most engaging things you could put up.
So I, I save selfies. I save pictures of myself are really important messages. I want to send to people to you and things. I really want you to pay attention about the other thing. Obviously we're on a live right now and we're connected. One-on-one even though I know there's more than one of you out there, hopefully.
Hopefully, yes, there are more than one female there. I know that, but I am talking to Rachel. I am talking to her and I'm trying to make a connection with you therefore through her. And I'm looking at you. You're seeing my face. You're seeing my mannerisms. You're hearing how passionate I am about this. And that's huge.
That's something you can't do with an image graphic. You just can't do it with words. It's impossible. So one-on-one human interaction. You've gotta be brave. You got to step out there and. It's just funny, typic fact don't come at me. It's science. Okay. So stop the scroll through something that we're really get their attention.
Like a secondary thing is also like a graphic or something visual that addresses their pain point. So it's that first line in the. Caption. Usually you use that first-line then a caption, like you use a blog, post title. What are they going to be Googling about? What are they trying to fix? What will hit them, make them hit the more button or keep scrolling to read more, to read the entire caption.
Cause that's your second hurdle. Once you stop the scroll, they got to read the caption. And then thirdly, after they've done that, if you've gotten that far, you need to tell them what to do next. Cause they may not know. Okay. That's called a call to action. And that call to action can be whatever you need them to do.
Next is it go read the blog posts that has more information about this. Is it to comment with a question? Meaning, did you ask them a question at the end of the call to action for them to start a conversation? Or did you tell them to share it with someone else who. To hear it. It depends on what your goal is for the post.
And that's a whole nother topic for a whole nother life and comment, if you want to hear that live. But that is unfortunately with our monkey brains and all the information that we see and all the posts that we read, we need to be told where to go next, because otherwise we're not, we're just going to keep scrolling and that.
You just lost them at the fair, last hurdle of the race. So I don't want you to lose them. I want you to tell them what you want them to do next based upon whatever your goal is for that post. And that is the last tip I have for you. So just to recap really quickly there, first one. How to get more people to
your posts, as you have to do with that post is for I'm telling you that's huge.
That is huge. That is a lot of work, or is an exercise that you need to do on the front end, because I mean, we need to be like Stephen Covey begin with the end in mind. And if we don't know who this is for. Lord knows that the algorithm is not going to know who it's for. So we need to be clear on it.
Then we need to tell the algorithm , who it's for, by being very clear with our keywords and our hashtags and using them in every single post, every single post G it needs to be focused on your message and who this post is. And then we need to help engage them. That's how the, because we can't control if they like it.
If they comment on it, if they follow us, we can't control their actual actions, but we can help influence that. And that is by the craft of the post. What's actually in the post, how we use the video, the image. And how we do that as we stop their scroll by connecting with them on a human level, by addressing their pain points, then we grabbed them with, grabbed their attention with the first line, and then we tell them what to do from there.
And that. Is the last thing we can do on social to help get them from our social media, onto our website, onto our sales page, wherever they're wanting to lead them, because that is our overall goal with social. And you are right. If you clicked on this and you wanted to know how to get more people to see your posts, you knew that that's the, that is.
The key, the first hurdle that seeing it is the first hurdle, then it's our jobs to get them from seeing it on to our website or a sales page or wherever else we're taking them, because that's what social media's goal is. So thank you so much for being here with me today. I hope this helped you incredibly to know how to get more people to see your post.
And don't forget if you want to hear about this. If you want to hear about maybe those trending things, you're not sure if this will help getting people to see more. If I post then sign up for this weekend, social media marketing, it's a weekly newsletter. I promise you can read it in two to five. It's only one thing I'm not going to overwhelm you.
Go to Megan, ericsson.com/newsletter to get that. I hope you have a great rest of your day.