What’s working now on social media in powder coating

RossKote (Kim Scott): So do the reels translate into the Facebook feed, or is it just still Instagram stories to Instagrams, to Facebook stories?

Danielle Miller: So Instagram stories to [00:13:00] Facebook stories is the flow. However, with reels, you have the ability when you’re uploading them to send them to your story. So in that way, you can put a clip of your reel into your story and send that also to Facebook.

 And that’s one way to go ahead and reuse that content. And in essence, just think of, with stories for those of you who aren’t using them yet, I wanna encourage you to get ahead of the curve now because the trend is actually to post less and less in your newsfeed and post more and more in stories.

So I’m seeing like the big influencers, the people who are really on top of their Instagram game are posting where they used to post every day in their Instagram newsfeed. They’re now posting. Maybe two or three times a week in their newsfeed and posting every day in their stories. So that’s how much more importance the big players are putting on Instagram stories right now.

And [00:14:00] reels are gonna compliment your stories because you’re able to share them directly to your stories and your feed.

RossKote (Kim Scott): Okay, well, let’s slow this roll down because now I’ve got an issue with that in a sense that it’s harder to track the analytics in stories because the analytics in stories is not as robust as it is in the profile, correct?

Danielle Miller: Oh, very true. Very true. I mean, you, you’re only getting 14 days history, first of all, so that’s tough. And you’re really just seeing about, you know, who tapped forward, who tapped back, But what you will notice is that if you’re more active in stories. Within your insights, those that count of the people who are discovering you and doing profile visits, those numbers change.

Those numbers increase. Especially the profile visits and in direct messages actually. So direct messages and profile visits are gonna increase dramatically as a result of [00:15:00] being more active in stories.

RossKote (Kim Scott): Well, that’s an interesting statistic there, you know, because that’s really where as a powder coater, that’s where you want your people to go, your audience to go.

Definitely start that conversation about rims or how much for this, or how much for that or, and also, you know, click through to my website or my, my landing page or whatever. So that’s actually interesting. So that’s what the statistics, that’s what they’re finding out now.

Danielle Miller: Yeah. That they’re definitely, they have that heightened engagement and the action that you’re taking on them is direct messages. So it instantly moves people from just being a commenter, you know, or just liking your post into starting a private direct message with them right off the bat where you can start talking to them about their needs and answering their questions.

RossKote (Kim Scott): Yeah, I hadn’t noticed that before, but I’m gonna have to start paying attention to that now because, [00:16:00] you know, I was kinda getting that organically happening just with my profile picks and stuff and my feed. But, that definitely changes the way I’m gonna approach Instagram now.

And what about Facebook’s stories? Does anybody care? Or is that just something that is just another one of those Facebook features that nobody cares about.

Danielle Miller: So the shortened skinny on Facebook stories is that they are, at this point, they’re just so easy to forward your Instagram stories to Facebook, and you’re getting featured at the top of the newsfeed.

So every time someone opens their app, if you’ve posted to your Facebook stories recently, you’re gonna be one of the four or five stories featured at the top, which is an opportunity to get your brand in front of people. So if we’re talking about easy wins. I would call Facebook stories an easy win. It’s not that you’re gonna necessarily get the direct message or get the sale from there, but it’s like if you’ve, if someone’s saying, Hey, I’m gonna give you a [00:17:00] free billboard on the highway, as long as you give me the content that you want me to put on the billboard, would you take it?

Sure. You know, so I think that Facebook stories are an opportunity just to get your brand in front of people again.

RossKote (Kim Scott): Yeah, that’s a valid point. All right, let’s move on to Facebook then. You know, we know how difficult it is to have a Facebook business page these days without having to spend hundreds, if not thousands of dollars in advertising every year.

Any changes on that front? I mean I see that there’s user functionality that’s changing for businesses to make it much easier to manage. Other than that, what else has changed in Facebook or is that the change?

Danielle Miller: So, yeah, let’s talk about that because that’s a big one that people might not know about.

In terms of user functionality that’s making it easier for people to manage their Facebook page, go to Google, type in Creator Studio. Facebook Creator Studio is [00:18:00] a free tool offered by Facebook that allows you to preschedule all of your Facebook posts and Instagram. From a desktop computer or they have a kind of wonky app for the phone as well.

And, it’s just really streamlines the process of getting your content posted. Plus it also keeps a record of all of your posts with their reach, their engagement, their comments, that you can quickly look at. So I’ve found that using Creator Studio is a really nice tool for kind of systemizing your social media marketing in terms of like, you’re gonna sit down once a month or once a week and schedule out your posts for Instagram and Facebook so that you know, you don’t have to babysit your Facebook account. You know, you’re just there really to monitor your notifications at that point. And to the other point, yeah, there’s a different change happening.

A lot of business owners are getting super frustrated with the limited organic reach from their Facebook page. I [00:19:00] mean, unless you’re getting shares. It’s really tough to reach people organically. You could have worked your tail off to get a following of a thousand people or 5,000 people and you’re seeing your posts reach, you know, maybe 200, 300 people, out of the thousand that have said, I really wanna see your content.

So the solution, right now, the trending thing, and the thing that I see getting hotter and hotter are Facebook groups. So it’s no longer about having a Facebook business page that puts your business and your brand first. Instead, it’s about being the admin, and being in control of a community of people interested in a topic.

So you create a Facebook group around, you know, well, you could do powder coating in, you know, London, right? So you could have a geographic region and an industry, or you could go specific and be like, you know, amazing rims spotted in [00:20:00] Massachusetts, right? And, and by being the admin of a group where people can feel like they can share content into it and contribute, you’re really building a community.

Which is stronger than just building your own Facebook page, which is all about you.

RossKote (Kim Scott): Well, I have to tell you, it’s pretty interesting out there these days with powder coating and Facebook groups. And the reason why they’re exploding right now is because forms are, I don’t wanna say they’re dead, but they’re kind of what people used to go to for information.

But it seems. Powder coating is growing so quickly today that, it seems like the information that can come forward in a group can happen so quickly in order to get the answers to, you know, a post or like a troubleshooting post. Or, “Hey, can you help me out with this?” Or, “What should I try [00:21:00] here? Hey, check out this, project I did”.

It’s kind of an all around for powder coaters to go today, and it seems like every time I look there is a new, powder coating group started. I mean, it’s just changing weekly. I am currently, at the time of this recording, blocked on one of a fast growing powder coating, groups. I just found out. So, primarily because, you know, I think that there are some, sort of approach differences within the group. And, it sort of had been building and maybe coming to a head. And that’s the problem sometimes is you do have someone, that thinks of a group to be a certain way, and then, it maybe changes or people can disagree.

But the thing is that of the reason why I got into Facebook groups. Is not [00:22:00] just to promote my podcast or my content or any of that, it’s just that I found that so many, of the, of the existing groups could turn negative really quickly, because it’s competitive, rather than more helpful and that I felt like there needed to be some kind of a force in there to kind of just answer the questions people had without any kind of slight or agenda or, sales pitch kind of thing. Right. So…

Danielle Miller: Totally.

RossKote (Kim Scott): Yeah. I mean, you know, it can vary from group to group about what its content is. Most of the groups that are out there today are just general groups. They don’t really have one slant or the other, but you’ve certainly given us ideas on how to, focus in. Because the whole point of the groups is to be engaging and to get the questions answered or to get the help that you need, quickly.

Because the forums sometimes can take too long to get that answered because you’re based on people logging in or going [00:23:00] there, going to that site. Whereas Facebook is just, the engagement level is just huge.

Danielle Miller: Definitely. And Facebook has been pushing groups like crazy. So you know, if you start your own group, even if you’re starting kind of from scratch, if you can get that first wave of engagement and, and be posting on the regular and getting people to contribute to the discussion, they’ll start recommending your group to everybody who has similar categories and you can get your group to grow pretty fast. I mean, the other thing I wanna tell people about groups is like, you might think like, Oh, I can’t wait to have a group with like 10,000 members in it, or I can’t wait to have a group with a hundred thousand members in it.

Trust me, I’ve been an admin of a group with 10,000 members in it, and it sucks. It’s super hard to manage. So, get yourself to a hundred members, get yourself to 250 members and do a fricking celebratory dance. Because honestly, if you can get [00:24:00] really tight with a hundred or 200 people, think about the referrals that could bring you, right?

Don’t look at the group members as the people who will become your customers. Look at them as people that are going to become your friends and want to refer you business. And that’s gonna take the pressure off for the sale and really do exactly what you said, Kim, which was put your value first.

Put out the priority to answer people’s questions and just be of service first. And from there, the referrals will come in. So, Definitely, I like the idea of smaller, great groups that are, are super targeted in what they wanna talk about.

RossKote (Kim Scott): Yeah, I think that it’s definitely opened up for powder coating, subject matter, and it’s definitely working in a more positive direction.

But, not without, its pitfalls. And I’m sure that we’re working through it. Okay. So what, are there any [00:25:00] other platforms to, that we wanna talk about today that, changes are happening to?

Danielle Miller: Well after that intro, like, how could I not talk about Pinterest?

Right. So, Yeah, I freaking love Pinterest. For those of you who think Pinterest is just for housewives and, and homemakers and people looking up recipes, like you should look at the Pinterest report that most recently came out. They put out Pinterest themselves, put out their holiday guide and the amount of people that are on Pinterest with the intent to shop for things, for products or services or plan big projects like.

Updating their gate at their house or, you know, redoing their car. These things are super popular on Pinterest and all you need to have a really great Pinterest presence is a stream of high quality photos [00:26:00] and videos, which powder coaters are getting all the freaking time. Every single time you guys have a project, you’re getting sick photos of what you’re creating.

Yeah, uploading those to Pinterest, making sure that that image is linking back to your own website and then categorizing your pictures into however you like. You can do it by color, you can do it by, item, like you can have a board just about rims. You can have a board about architectural design.

That method of using Pinterest. Totally helps your SEO. Okay, so for those of you who didn’t realize, a killer Pinterest game is going to improve how you rank on Google, because every time someone’s repinning your images, it’s creating more back links to your website and telling Google your website is full of awesome content. [00:27:00] Pinterest is great.

RossKote (Kim Scott): I think one of the hardest things about Pinterest is just learning the platform and it seemed like they had just done a recent change or update the face of it or to the user experience level where I went there after a couple. I mean, it just, had happened recently.

Everybody, all the platforms are changing their game. Facebook, Instagram. And it just seems like we’re in that time period, or that pattern or that, you know, that time where things change. And I went there and it’s like even the, the app is different, and I just really had to reorient myself around it again.

And I’m like, Wait, this is like, it seemed like it was. Less user-friendly for the business poster or the, you know, and more user-friendly to the, to the pinner, I guess. And it should be, that’s what it’s there for. But, trying to find my analytics or any of that stuff, it was complex.

But I do see some, Instagrammers, [00:28:00] have Pinterest accounts. And they’re succeeding, even if they’re not necessarily selling a product like. A powder or some other related product to powder coating. They’re just posting their Instagram or they’re posting some pictures or a blog post.

And I am seeing some other people doing it pretty well out there too, and are getting that message. So, yeah, I think that’s, that’s a great way to end kind of the update on platforms and social media. It’s a learning curve on Pinterest, just like Instagram and Facebook. But, of the features you’ve mentioned or the benefits.

It’s definitely a playing out in our game for sure. So, talk about partnerships as we switch over, to the next segment here. What are partnerships? What are you talking about?

Danielle Miller: Yeah. Right on. So with partnerships, the important thing to remember is like this discussion is all about organic reach, right?

So we’re not talking about advertising and when, when you’re not dedicating money to an ad budget, you need to find other ways [00:29:00] to quickly reach audiences. And so a partnership could look like you partnering with, let’s say you have some like B2B business, like there’s another business out there that is a client of yours and you wanna talk about their business.

Like that’s a fantastic partnership. And that might look like you’re creating some posts on social media and tagging them in your posts and tagging them in your caption as well. And, Like, take it to stories, right? We talked about Instagram stories. If you are posting a picture of a product and you know, the partners that you work well with, whether it’s like the metal fabricators or it’s somebody else in the whole design process.

Maybe it’s an architect, maybe it’s a designer. You wanna be tagging their accounts in your stories about projects that you guys have worked on. Because it allows them in a single tap to reshare your story to all of their [00:30:00] followers.

So that’s a super easy win for how to get big organic reach without spending ad dollars.

RossKote (Kim Scott): We’ve actually done exactly that in our Instagram and in our blog posts and stuff, and it’s amazing. Especially on a blog post, I’ll look back at the analytics and, and it’s amazing how many people have clicked on, that restaurant website or that welder’s website.

And I can actually add up how many times people have clicked on it. It works and not to get too deep because I know we we’re short on time. But, we will be producing, top 25, ideas that you and I both have proven in powder coating, specific to powder coating.

 And how we can utilize this list of, different post types, for either Facebook or Instagram or Pinterest. And they all work fabulously. But the main takeaway for social [00:31:00] media is that you are educating your client or your audience, whether it’s something like, making an appointment or like how to make an appointment or how to book or how to drop off, rims.

When do you come in? What do I need from you? Are we full service or do you need to take your rims off and bring ’em to us? What’s the difference between someone that you know, doesn’t or does, you know? It also, I think I found that inspiration in inspiring our audience to the potentialities of color or making your rims look new or just giving people that inspiration that they need to like, “Yeah, I can get this done”.

And then also just kind of telling your story is another. Or even just talking about your services, or the backstory behind a project, sort of, you know, just, obsessing about those things. Would you [00:32:00] agree?

Danielle Miller: Oh, fully, these days on social media, it’s all about nailing the story and, and being of service, meaning answering the frequently asked questions.

One of my favorite tips. Kind of collecting those questions is, a lot of us get those questions via email. Like a customer, you know, maybe you’re talking with a customer about a product and either they’ve phoned you or they’ve emailed you and they’ve got a question like, you know, do I need to take my rims off?

Or you guys full service? You do that for me? And keep a little bank of those questions. So whether you are like BCCing another email address, like go into Gmail, create a FAQs for my company@gmail.com and just BCC that email address every time you’re answering a question for a customer that you’ve heard before, that you think other people are gonna have that same question, and all of a sudden you just go to that inbox, that FAQs for my company@gmail.com, inbox and like [00:33:00] it’s full of all of these questions and prewritten answers that you can now copy and paste into your social media content.

RossKote (Kim Scott): I’ve done that. In terms of like, especially sometimes when you have to go through a very lengthy email to explain to a customer; particularly architectural customers, cause they wanna know more about, you know, the durability or longevity of the finish that you’re giving them. And I can’t tell you how many times I have written that same paragraph over and over. And I finally got it straight and realized I should just save this and put it into a blog post, which I ended up doing on our gate post that we just put out on Pinterest about how to get your gate finished. From start to finish, do you get a pre-made gate or do you get a custom fab?

And what, you know, substrate do you use? What finish do you want? How do you do this? And it turned into like a 2000 word,[00:34:00] blog post, which was amazing. I can’t believe I actually had the time to write that thing. The landmark post, happy to have miles stoned it, and I’m ready to put that one off to the side.

So, before we wrap up, let’s talk about one last thing, and that is hashtags, because that’s where I see maybe, a lack of effort, about hashtags. Which hashtag specifically do we use for the powder coater or custom coating? And we can go through, I have a list of them that I use. Let’s talk about hashtags.

Danielle Miller: Yeah, sure. So the quick and dirty on hashtags is number one, you gotta have a strategy. That’s the thing is sometimes I don’t think it’s the lack of effort. I think it’s simply a lack of strategy. People have no idea how to use them. Here’s the, the best tip, simplest tip I can give you for hashtags is stop using hashtags that have over 2 million posts associated with them.

If you’re using hashtag rainbow and it’s got 8 million posts [00:35:00] associated with it. You are wasting one of your 30 hashtags completely wasting it because you will not show up in top posts for that. So all you’re gonna do with a hashtag like that is attract the spam commenters. Instead, what I want you to do is get a little more creative.

Like did you know that when you take a hashtag, let’s say like hashtag. Just powder coating, Right? And then you add an emoji to it that at that point, it’s actually a completely different hashtag. So, You might start to find niche hashtags that have only been used, you know, let’s say 50,000 posts or 20,000 posts, associated with them.

And those hashtags, you actually have a chance of showing up in top posts for them, and that should be your goal. Your goal should be to. Identify the hashtags for which when you use them, your post gets in top post for that hashtag. That should make [00:36:00] up like 20 of your 30 hashtags that you’re using should be ones that you wanna end up in top post for.

So, The other 10 hashtags that you’re using, you’re gonna put a branded hashtag in there. You know, so hashtag Maui Powder Works, or whatever your company is. Make sure you’re branding your hashtag. You’re also gonna do like geographic hashtags. People forget about those all the time. Like definitely for us, you know, it’s hashtag Maui, Hawaii, or it might be a town here or a town where you guys are located.

Use your geographic hashtags. Then I want you to be thinking seasonal. Like what is in season right now? It’s Halloween, 2020, right? Start posting your orange rims and any other products that you’ve done that are black or orange. Like just start posting those pictures right now with hashtag Halloween 2020.

And that’s because right now that’s a trending seasonal hashtag. So those are my core three tips about hashtags.

RossKote (Kim Scott): Oh, you know what? As soon as we post this, [00:37:00] I cannot wait to see and go to Instagram and start to see exactly what you just said. Because I literally can see that sometimes in the groups and on Instagram is the minute we publish something on this podcast, people get right to it cuz that was a brilliant.

And it’s so overlooked, yet so easy, and so like, just like, duh, but you know, we get so wrapped up in the day to day of just even taking a picture or or doing a before and after. It’s really hard just to get that going or get that started. I know that we’ve kind of, slacked off on our Instagram game.

 I’m looking forward to getting kind of right back in. In fact, I have it right on the, my top 10 lists of things to do this week is to get out three new posts and not just rely on a podcast post to put in my Instagram feed, but to really, catch up with all the projects that Ross has done since we [00:38:00] moved into our new shop.

But it’s hard when you get off that horse, that rail line and then you gotta hop back on again. It’s hard to get back into it too once you’ve been off. So it’s, It’s just a challenge, but it’s also okay to just take a break and then listen to a podcast like this where we have an expert in social media.

Get us inspired to do more. Well that’s awesome, Danielle. I think this is a great place to just end, so tell us how do we get on hold of you? What’s your website? All that good.

Danielle Miller: Sure you can find me everywhere at mmm social media. So website mmmsocialmedia.com.

Instagram mmm, social media, Facebook, facebook.com/mmmsocialmedia. Same thing for Pinterest, mmm Social Media. So, and that’s mmm, like, Mm, it tastes really good. So, I can’t wait to see you guys there. And I do a ton of online workshops, so you know, if you guys are looking for some serious [00:39:00] training, that’s pretty dang affordable.

I’m doing livestream workshops at least once a month.

RossKote (Kim Scott): Oh, wow. That’s something new because I’ve been seeing you like locally in public spaces where you have your in class stuff, but I guess because of Covid 19, things have kind of changed up for you.

Danielle Miller: Totally. Yep. We’re doing a lot of online teaching this season.

RossKote (Kim Scott): Well, that’s good because I think your message is, so well put and so easy to grasp. I obviously saw that in a lot of the classes that I attended in, you know, in person where you have completely changed someone’s attitude towards social media. I know we all start up in these classes going, I don’t know why I’m here.

There’s nothing that this pod, you know, that this, Instagram can do for me. I’ve tried, I’ve tried this, I’ve tried that. So, I always walk away with something new and a new understanding if it’s, you know, coming from whatever you’re teaching. So thank you for that. And yes, you [00:40:00] should go check out our website.

I’ll make sure to put a link in the podcast page, so that you can click to it very easily. And we’d like to thank our supportive followers and fellow powder coaters out there. I hope you’ve learned something new about your Instagram game, and your powder coating business. Please, comment, below and, share the podcast, follow us and share it on Facebook groups.

If you have a topic you’d like to discuss, just email us at info@mauipowderworks.com. Aloha!