Brand storytelling: How you can use Instagram or Snapchat stories to engage with more customers

Brand storytelling is something you shouldn’t ignore. And whatever the platform the techniques are the same and easy to learn.

If you read my article on Snapchat for older people and businesses earlier this year, were you a little skeptical?

Snapchat is for kids and teenagers isn’t it?

You can’t use Snapchat as a business? Can you?

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I think you can and still do.

The “Story” function is a great way to engage with customers. Show them the real you. The face behind your business. The real human behind your brand. Give them a behind the scenes view of what makes your business tick.

But there’s a stigma about Snapchat. The “kids and teenagers” label might create a nagging doubt.

Instagram recently launched their own version of Snapchat stories. It’s almost a carbon copy. And it’s good news for businesses.

You’re probably using Instagram already. If not you’ll agree it doesn’t carry the same stigma as Snapchat. Now, as well as great photos, you can share your stories. A series of videos and photos merged into a stream.

The key for businesses is telling stories. Whether it’s your own personal brand or company name, telling stories is going to become more important.

Please have a listen to this podcast where I talk to entrepreneur Kelly Baader about brand storytelling on Instagram and Snapchat.

You’ll hear us chat about:

  • Tips for creating compelling stories: master the brevity of simplicity, create suspense, use behind-the-scenes, and engage with your audience with involvement
  • How Instagram and Snapchat “stories” can help you get personal with your potential customers, making it easier for them to engage with your business.
  • How Instagram’s wide reach of demographics combined with a facsimile of  Snapchat “stories” make it a perfect platform for businesses to showcase their products through storytelling.

You can listen to the episode by clicking here.

Or you can visit Kelly’s website by clicking here.

Now it’s your turn:

Please let me know what you thought of the show. If you want to have a chat about Brand storytelling and how you can use Instagram or Snapchat stories to engage with more customers, please get in touch.

 

Snapchat for Older People, Businesses and Entrepreneurs

Are you on Snapchat? Are you using it to create relationships and engage with potential customers?

What was that you thought in reply to my question?

Snapchat for older people

“Snapchat is for teenagers who want to send mucky pictures to one another safe on the knowledge that the photo disappears after 10 seconds? ”

or

“I’ve just got my head round Twitter and I’m not convinced about that yet. Snapchat is for kids and is irrelevant for older people, and especially for businesses and entrepreneurs.”

I have to admit up until two months ago I thought the same. Why would businesses be interested in a platform kids use to send pictures of their naked bodies? Why would anyone want to send content that disappears after only 10 seconds.

But as a marketer I feel it’s my duty to my customers to keep up with social media trends and platforms. To try them out. See if there are opportunities. I’ve looked at Periscope, Blab and the recent audio platform Anchor. All of those are worth a look but Snapchat is exciting.

Overcome Perceptions

You need to keep an open mind. That means rising above the perceptions that people have of social media. It’s often the perceptions that prevent people from given something the chance it deserves.

Yes kids might be posting dirty pictures on Snapchat. But some older people, businesses and entrepreneurs are finding it a great engagement platform.

So I tried Snapchat two months ago and do you know what?

I’ve been amazed by the engagement. And the interaction. And the networking.

I’ve had fun. Met new people from around the world. Arranged Skype meetings to follow-up with mutually beneficial discussions. And I’ve found some new paying customers too.

So my message to you is to give Snapchat a chance. Have a look at what entrepreneurs like Gary Vaynerchuck, Chris Ducker and Dan Norris are up to on the platform. Make some connections. Engage people in conversations and offer your support and help.

One of the best things about Snapchat is that the marketers (and I include me in this criticism) haven’t ruined the platform yet.

No one is in your face, “sell sell sell”. You’ll see no adverts.

No interruptions. Just engagement.

Here are a few tips on how to start your Snapchat experience.

The Story

Use the “Story” function as the hub your Snapchat interactions.

Your story is an album of photos and videos (each of which can last for up to 10 seconds) which mesh together to tell a story. Think of it as a video picture blog.

People can watch your story as many times as they want. Each element only stays in your story timeline for 24 hours though. It’s short-lived and that encourages people to watch your story before it vanishes forever (but you can save it to your phone for prosperity or re-purposing).

Make your story engaging in three ways:

  • Create suspense: You could say, “In the next few snaps I’ll tell you a few business secrets.” Or, “Come back at 5pm for a huge piece of news.” When you think about it this is a technique used by film and TV producers and it works.
  • Take people behind the scenes: Use your story to show people behind the scenes of your business. Give them a look at your podcast equipment or your offices. Show them what you’re working on. Have fun. Show them the human side of your business as well.
  • Involve people in your story: Ask questions?  Invite opinions. If you’ve just snapped your latest camera invite people to “snap you back” with a picture or video of their own camera. Run a quiz. I do a “track of the day” each morning asking people to snap me back if they recognise the music.

Build these three techniques into your story and you can start to engage and interact and build relationships.

Engagement and Interaction.

You’ll need to follow some people.

Check out your Twitter or Instagram friends and look for anyone sporting a Snapchat “Yellow” snapcode picture and follow them.

Even check out those entrepreneurs I mentioned earlier and other influencers. Follow and interact with them. They are sure to reply to you. Snapchat is a friendly place.

If someone follows you, send them a message (it’s just like a text but inside the Snapchat app). Or even better send them a quick video to say hello. People love it when you acknowledge them in this way.

Start watching other people’s stories

Other Snapchatters are already using the Story function as their engagement hub.

Reply to their questions. Comment on what they’re up to. If you are following each other you’ll see a “chat” icon at the bottom of the screen. You can type them a message straight away. Or send them a quick video. Remember video is so engaging.

When you take a video or a picture you can add text to the snap. You can use this to share other people’s snapcode usernames. And if you see someone else giving a shout out in this way, follow their recommendation to build your network.

Build your network and relationships

One of the best things about Snapchat is there are no follower counts.

On Twitter and other social networks egos often rule and some people set store by how many followers they have. With Snapchat you don’t know. They could have 10 followers or a million.

It doesn’t matter. It means you can focus on building relationships. They could lead to friendships, business relationships or both.

Let people find you

Add your Yellow Snapcode to your other social networks so people can find and follow you. Unlike Twitter and Facebook you can’t do a general search for people on Snapchat. You have to know their Snapchat code before you can follow them.

Follow me on Snapchat

I’d love to help you get to know Snapchat and for you to start using it to create business relationships.

My Snapchat name is: RogerAEdwards. Or you can just scan my Yellow Snapcode below.

Snapchat for older people

You’re all set

I hope you enjoyed these tips and tricks for getting started on Snapchat. Give it a chance. Set aside those perceptions you may have that it’s just for kids.

Snapchat can work for older people, businesses and entrepreneurs. Like anything you have to put in some time and effort. It’s fun though and there’s a pioneering feeling about it.

Give it a shot. And I look forward to watching, engaging and interacting with your story.

Now it’s you turn:

Let me know what you think? Is Snapchat for older people, businesses and entrepreneurs?

Am I talking a load of rubbish here? Leave a comment below or share your thoughts on social. Ideally of course, send me a video reply on Snapchat.

12 Tips for using Periscope to Engage Your Clients

Just what we need I hear you say. Another social media app.

Well this one’s a bit special.

12 Tips for using Periscope to Engage (1)

It might take time to get to grips with the potential it offers. But I think it could be huge for early adopters.

What is Periscope?

Periscope app from the people at Twitter. It let’s you create a live video stream from wherever you are. Anyone can watch your broadcast live or replay it within 24 hours. They can comment and ask questions. And they can show their appreciation by giving you hearts.

So what is the fuss about?

Periscope say there are over 7 million registered users. And there’ve been 36 million broadcasts since they launched in March 2015.

Financial services professionals can use Periscope to create an audience. You could:

  • Run 15 minute question and answer sessions each morning over coffee
  • Review latest news articles and talk about issues
  • Broadcast your seminars
  • Let people watch your team events
  • Take viewers on a live tour of your office
  • Simply give a presentation online

I’ve experimented with Periscope and it does generate traffic. I’ve seen people sign up to my mailing list and go on to listen to my podcasts. All because they’ve seen my live Periscope broadcasts.

So here’s 12 tips for getting started on Periscope and engaging your clients.

1) Download the App and choose a Name

Download the Periscope App for either Android or iOS.

Use your Twitter account to set up an account on Periscope. Take care. You can’t change your Periscope handle after you sign up. If you want it different to your Twitter name do it now.

This is a live interactive experience and you want people to use your name.

2) Write a Cracking Bio

Start with a great photo. Then craft some words.

Unlike your name, you can change your bio on Periscope. Say what you do and what your expertise is and a bit about yourself.  The more information you give the more chance people will follow you.

If someone comments on your broadcast you can click on them to see their bio information. That’s a good way to engage with them live.

Your bio is searchable. People can search for terms in the search box and find you. So put relevant keywords in your bio like “financial adviser” or “marketer”. And don’t forget to put your website URL in your bio so that people can find you after your broadcasts.

3) Killer Broadcast Headlines are Key

When you start a broadcast the App can Tweet out a link. As with emails or blog posts the headline has to attract attention. You want it to get people watching.

Be clear and create a little curiosity. The “Power of Three” works well. Here’s one that got me 89 viewers for an update today:

“Planes vs Trains, Protection Review Conference and a TV Show Pilot”

You could use hashtags in your title. On Periscope hashtags aren’t searchable but they are on Twitter. People come to you via Twitter so it makes sense to use them.  Use relevant hashtags like #Business #Entrepreneurship #marketing and #FinancialServices.

4) Pre-broadcast checklist

Before you start your broadcast,:

  • Plan your show. Write a few bullet points and keep them handy. Put them on a post it note and stick it above the camera so you can see them at a glance.
  • Put your phone into aeroplane mode but keep the WiFi turned on. You don’t want a phone call to interrupt your broadcast.
  • Check the lighting but don’t get too hung up on image quality. Periscope videos don’t have compete with a BBC broadcast. Everyone is in the same boat so just make sure you look the part.
  • If you have a tripod, use it. Or buy one of those value for money desk tripods.
  • Put the camera at eye level so that people aren’t staring up your nose or down on the top of your head.
  • Whilst you might improvise most of your broadcast, rehearse your introduction so that you make a good first impression.
  • Make sure your thumbnail picture is a good one. At the start of your broadcast, the first thing your camera sees becomes the thumbnail for your live broadcast and replay. Make sure you point the camera at something interesting and not the floor or your feet. You could create a graphic on your PC or MAC screen and point the camera at that.
  • Tick the Twitter bird in the broadcast display so it auto tweets that you are live. People can now watch you live on the web, they don’t need to download the app.

All done you can start. Then double tap on your screen to flip the camera so your viewers can see your face.

5) Once Live start talking immediately

Even if you have only a few viewers or no viewers. Your broadcast remains available for people to replay for 24 hours. If someone watches a replay, you don’t want an awkward silence at the beginning that stops them watching. Talk as if there are already people there so it looks natural.

You could tweet in advance you are going live at a certain time. It creates anticipation makes it likely you’ll have viewers at the start.

Introduce yourself and give people a quick summary of what you’ll be covering.

16 Tips for using Periscope to Engage Your Clients

6) Interact

This is important. Periscope is a social media platform so be social.  Be conversational and make your viewers feel part of your broadcast. Don’t think of your broadcast as a webinar presentation. It’s all about interaction.

When you start, welcome people who join you live. Name them individually if you can. Ask where they are from. Encourage them to ask questions and give answers when you can. Acknowledge comments.

Interaction does bring hazards for the Periscope broadcaster. You might lose your rhythm if you answer questions or read comments. If you get distracted look back at your notes to get back on track.

Show people around. People love to see behind the scenes and sneak peeks. I’ve done a tour of my Podcasting equipment and I’m amazed by how interested people were.

Don’t be afraid to get personal. You could even play the cat card.

On Periscope people get to see the real “you”. People love vulnerability and a little self-deprecation.

Enjoy the interactions. The comments. The questions. Enjoy the personal touch. It’s what Periscope is all about.

7) Offer your viewers value

You can use Periscope to educate, entertain, or empower.

Whilst you’ll want to talk about your business you could pepper your broadcast with less serious stuff. You might contrast a review of a financial services topic with a brief review of a local restaurant. Run through 5 tips for saving money and then talk about what music you’re listening to today.

Keep things snappy and move along quite quickly. This will hold people’s attention. And it’s important for those who watch replays too.

8) Hearts and Shares – Periscope currency

One fun feature of Periscope is that viewers can give you hearts when they like what you are saying. They tap on the screen to generate a heart. Vigorous tapping from many people creates a heart fountain. Periscope allocates viewers a different colour profile every time they watch a broadcast. Their hearts carry the same colour.

Don’t be afraid to ask for hearts. Hearts show how popular your broadcasts are. Some people have hundreds and thousands, even millions of hearts on Periscope. It’s fun but don’t get obsessed. Your main aim is to engage people.

You want them to take up your call to action.

Ask people to click on the little person icon on bottom right of the screen (which shows how many viewers are live) and share the broadcast. This will give different options to share such as on Twitter or with their own followers.

9) Don’t sweat the drop offs

When you are in a middle of a broadcast and you see the number of people dropping, don’t worry.

Don’t think that your content sucks or you are doing a lousy job. It is the nature of this app that people drop in and out. They are tuning in live as they commute. They are catching you while making dinner. They log on as they are waiting for a client session in 5 minutes.

Don’t take it personally. Keep going. You can actually go longer than planned when you have loads of viewers online. And you can cut it short also if almost everyone drops off.

10) Calls to Action

This is important. Know what you want people to do. You are using Periscope to grow your business.

Your calls to action could be to:

  • Visit your website
  • Call you for an appointment
  • Subscribe to your mailing list

Make sure to signpost how to follow through. At the moment there is no way to share links on Periscope. There are a couple of ways to get around that:

  • Ask someone to type your website link or phone number in the comments.
  • Write it on a piece of paper and hold it up real close to the camera.
  • Ask people to take a screenshot.

Remember to tell people what they’ll get out it. For example they’ll get a free eBook if they subscribe to your mailing list.

11) Finishing Up

Do a quick recap of what you said. Thank people for coming and staying till the end. Thank people for giving hearts. Save your broadcast to your camera roll. You can reuse the content on YouTube, your Facebook page, or your group.

12) Watch and learn from your replays

Watch how you performed. Make a note of things to improve and don’t be too hard on yourself. Aim to improve a little each time.

If you don’t like how it went, you can delete the replay.

Now you’re up and running your Periscope strategy evolves.

It takes a while to create an audience so don’t expect instant results. Think of this as a long game and learn as you go. Ensure your Periscope strategy fits with your business strategy. Here are some final ideas:

  • Build your following by broadcasting often. Some people broadcast 3-5 times per day. Do what fits your schedule.
  • Comment on other people’s broadcasts. Click on other comments and check out their profiles and use reply feature to interact with them. You will get followers as a result.
  • Watch other people’s broadcasts but be yourself. Don’t copy anyone’s style. People want to see the real you.
  • Pay attention to questions people are asking and for popular topics. Do your own take on them.

Now it’s your turn:

Are you a financial services professional experimenting with Periscope? Please share your experiences and tips. Leave a comment below.

I’ll be trying to broadcast most days at about 8.30am UK time to share marketing, protection and finance thoughts. Please tune in and interact. You’ll be most welcome.

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