Amy is a social media and digital marketing coach specialising in working with small to medium sized service based businesses. Amy reached a full client roster and six figures in her business all in a year after coming back from maternity leave, working four days a week. It's Amy's mission to help clients see growth in client sales, prospects, reach, and warm leads and engagement through sharing her knowledge and expertise. 

While Amy mainly works with service based businesses, today I've invited her on to share advice about social media planning and content strategy for product businesses in 2024. 

Amy offered really valuable insights into mapping out social media over the next year - from identifying relevant channels and navigating trends to determining the types of content and campaigns to prioritise each month. Whether you meticulously plan out every social media post or take a more spontaneous approach, there is lots here to take away and use in 2024.

• An introduction to herself and her business (02:07)
• Why you should start thinking about your 2024 social media now (02:43)
• Working out your key dates for the year ahead (04:09)
• What to do if you have a month where it looks like you won’t have something to talk about (08:54)
• The power of relaunching products and services (10:54)
• How often you should be posting about your products, and the mix of posts you should be sharing (12:26)
• The importance of using Instagram stories (13:51)
• Deciding which channels to focus on (18:18)
• Using Google Analytics to make strategic choices about which social media channels are working for you (22:39)
• Navigating social media trends like Threads (26:52)
• Using micro influencers (38:49)
• Her number one piece of social media advice for product creators (39:36)

The Bring Your Product Idea to Life Podcast  - Best Business Podcast Award, Independent Podcast Awards 2023

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Mentioned in this episode:

Amazon Made Easy is now open

My membership, Amazon Made Easy is now open. It’s a membership for people who are selling on Amazon (or planning to) and want regular access to support, somewhere to ask questions and talk things through, and a bit of structure and accountability as they grow. Inside, there are live Q&A calls, optional co-working sessions and a small, supportive community. Find out more: https://vickiweinberg.com/membership

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Welcome to the Bring Your Product Idea to Life podcast.

2

This is the podcast for you if

you're getting started selling

3

products, or if you'd like to

create your own product to sell.

4

I'm Vicki Weinberg, a product

creation coach and Amazon expert.

5

Every week I share friendly, practical

advice, as well as inspirational

6

stories from small businesses.

7

Let's get started.

8

Hello, I am so excited today to have

Amy Atkinson join me on the podcast.

9

Amy is a social media and digital

marketing coach specializing

10

in working with small to museum

sized service based businesses.

11

Amy reached a full client roster and

six figures in her business all in a

12

year after coming back from maternity

leave, working four days a week.

13

It's Amy's mission to help clients see

growth in client sales, prospects, reach,

14

and warm leads and engagement through

sharing her knowledge and expertise.

15

So while Amy mainly works with service

based businesses, today I've invited her

16

on to speak about product businesses and

specifically about social media and the

17

kind of things we need to be thinking

18

Which, as you know, isn't

far away now, is it?

19

Even at the time of recording

this, not very far away.

20

So Amy had some really great advice about

how to plan out your social media for next

21

year, the kind of content to consider.

22

We spoke about channels.

23

Um, we spoke about trends, if there's

anything particular people should be

24

trying or maybe not trying next year.

25

All in all, I think this

was such a useful episode.

26

And even if you haven't, you know,

even if you're a sort of person who

27

doesn't really plan your social media.

28

I think Amy's approach of just taking

the year month by month and thinking

29

what's coming up and what could you

speak about will help you massively.

30

So I do encourage you not only to listen

to the episode, but also to take even half

31

an hour and just think about next year.

32

And I really think this will

help you in the long run.

33

And, um, I would love now

to introduce you to Amy.

34

Hi, Amy.

35

Thank you so much for being here

36

.

Amy Atkinson: Thank you for having me.

37

Vicki Weinberg: Oh, you're so welcome.

38

Can we start with you?

39

Please give an introduction to

you, your business and what you do.

40

Amy Atkinson: Yeah, of course.

41

So hi everybody.

42

My name is Amy Atkinson and I am the

owner and founder of the Femtrepreneur.

43

Marketing training agency and consultancy.

44

And I basically, or me and my team

work with small to medium sized

45

businesses, whether that's through

done for you services or teaching

46

and training them to really grow

their business through social media.

47

Vicki Weinberg: Brilliant.

48

Thank you so much.

49

So I've invited you on to talk

about social media specifically

50

for 2024 because we're recording

this towards the end of the year.

51

But why do we need to be thinking

52

So for example December 2024

seems a really long way.

53

Do we really need to be thinking that

54

Amy Atkinson: This is so funny and I get

asked this question a lot, but actually

55

the reason I highly recommend it is

because you can get yourself prepared.

56

It means when it comes to social

media, you're going to feel less

57

overwhelmed when you actually get there.

58

And what I would say is when you're

thinking about your social media for

59

2024, don't necessarily, and you don't

need to think about, right, on the 24th

60

of December, I'm going to post XYZ.

61

That's absolutely not necessary because

you don't know what's going to happen

62

in the world between now and then.

63

But what I would really recommend

people do is to have a think about

64

roughly what you're going to do when.

65

So when are you launching

any new products?

66

What is your customer feeling

at any one particular time?

67

Because then, when you start to fully

understand that, it means you can build

68

your social media calendar around it.

69

So, as much as you're not

necessarily understanding the exact

70

posts, you are starting to plot

71

Vicki Weinberg: That makes total sense.

72

Thank you.

73

And I guess it also means that you

can kind of plan ahead for key dates

74

that are specific to your business.

75

So for example, Valentine's

Day, Mother's Day, Father's Day,

76

school holidays, all those things.

77

I guess anything that's relevant

and you know is happening, you know,

78

regardless, it does make sense to

planning now, because I do know lots

79

of businesses get to begin in February

and say, oh, we should do something

80

for Valentine's day, for example.

81

And I'm guilty myself of always

leaving things way too late, even

82

though I know they're happening

because they happen every year.

83

So I think having a plan, I guess

will save you time in the longterm

84

because you'll already have sort of

have a rough idea for what you're

85

going to do before you hit those dates.

86

Amy Atkinson: Yeah, exactly.

87

And even if you have a think about, so

say you know that your business is perfect

88

to be selling more around Valentine's

Day, even if you have in your mind that

89

you're going to think about the exact

thing for it in the middle of January,

90

for example, you're just going to feel

so much happier, more prepared, less

91

overwhelmed when it comes to actually

promoting things for Valentine's Day.

92

Um, but equally if you're, I'm

laughing because this is a very

93

sweeping statement from me.

94

But most men don't think about it to

usually the week of or the day before.

95

So if your product is for a woman

that a man is buying, then obviously

96

you don't really need to think

about it in the middle of January.

97

But what you might want to do is start

planting the seeds for those women to then

98

think, oh, I'm going to send this link,

or I'm going to send this information

99

to my other half in mid January,

because us women, again, this is very

100

sweeping statement, so I do apologize,

but some women might have thought

101

ahead about it, about what they want or

would quite like for Valentine's day.

102

Vicki Weinberg: That makes sense.

103

Thank you.

104

And so other than these key dates,

what, and you've mentioned some, some

105

other things that you mentioned product

launches, for example, are there any

106

other things we should be thinking about

when we're planning out the year overall?

107

Amy Atkinson: Yeah, so, um, on top

of launching or relaunching your

108

products, um, what I would really,

really, really, really think about is

109

where is your customer as it, and when

I say this, where is their head at?

110

What are they thinking

at each time of the year?

111

So I've kind of alluded to it already.

112

With Valentine's day.

113

Um, but say for example, your product

is geared towards children, or

114

perhaps it's geared towards a mum.

115

She is potentially going to be way

too busy in the summertime to think

116

about buying anything for herself.

117

She might think about buying

something for her children.

118

So how, when you know that, how,

what you can then think about

119

is, how am I making it easier for

her to buy during the summertime?

120

Or am I going to start launching

my product much before summer?

121

So perhaps a month before the summer

period, perhaps May, June, beginning

122

of June time, so that it gives them

the opportunity to not feel overwhelmed

123

because being a mum ourselves, we know

what it's like during those summer period,

124

the summer months and well, you're just

so in the nitty gritty of perhaps trying

125

to keep your business going full stop,

but also looking after your children

126

and doing the juggle of the both of

them, that when it comes to buying

127

something, you're not thinking about it.

128

So what I really, really recommend you do

is really understand your customer, really

129

understand what they're thinking at any

one time of the month so that you can then

130

start to plan your calendar around that.

131

Because ultimately and the reason I get

people to think about this year on year

132

is that really that's not going to change.

133

Things might happen in the world.

134

We know what things have happened

recently, but ultimately the way

135

your customer is going to feel is

pretty much going to stay the same.

136

So you can plan around that.

137

Vicki Weinberg: That's really helpful.

138

Thank you, Amy.

139

And so to make it really, really

simple, I guess we're just thinking

140

about for now, thinking about the

year and trying to think about, okay,

141

what might be happening in January?

142

What might I be talking about

February, March, et cetera.

143

So at the moment, we're just

talking about having things

144

mapped out that really high level.

145

Amy Atkinson: Exactly.

146

So it means that when you get to

January, when you get to March, you know,

147

roughly what you're going to talk about.

148

And it just means that when it comes to

your social media, it's going to be so

149

much easier for you to come up with ideas.

150

Vicki Weinberg: And what do we do if

we're, so we start this process and

151

then we go, oh my gosh, I can't think

of a single thing happening in April.

152

I'm just picking a random month.

153

I can't think of thinking

of something in the world.

154

I can't think of anything

happening in my business.

155

What do we do?

156

Amy Atkinson: Exactly.

157

What do you do?

158

Um, so what are you talking about now

when you're thinking about it now?

159

Vicki Weinberg: Yeah.

160

Yeah.

161

When you're thinking about it now, do we

need to panic if there's some months where

162

we're like, I don't know what's happening?

163

Is that a big concern or, or not yet?

164

Amy Atkinson: I don't think so.

165

Um.

166

If I'm completely honest, there probably

will be always something happening

167

in any particular month, whether that

is a key date that you can Google or

168

whether it's, um, dates to do that

are relevant to your target market.

169

There's almost always something

happening, or there's almost always

170

something they're thinking or feeling.

171

And so, for example, a lot

of people might think, oh,

172

January is usually really quiet.

173

Um people don't necessarily want to

buy any products or anything like

174

that in January because they perhaps

spent everything they possibly could

175

do in the lead up to Christmas.

176

But what you could do is come up

with ideas and thoughts around

177

how that person's feeling.

178

So perhaps they are feeling

a bit January blue, like, as

179

in they've gone back to work.

180

There's no bank holidays

now for a few months.

181

What can you do to help them

get through that January month

182

that's relevant to the products?

183

And it's all about thinking

outside of the box.

184

So, um, if you can really, again,

understand your ideal customer, think

185

about how they're thinking, whether

that's relevant to your products or not.

186

How can you sideline or think

laterally about what you could

187

do to help them during that time.

188

Vicki Weinberg: That makes sense.

189

Thank you.

190

And you mentioned earlier, Amy,

you're talking about launching

191

and relaunching products.

192

When you talk about relaunching products,

do you mean like maybe talking more about

193

a product you haven't, you know, you

haven't been speaking about for a while?

194

Is that what you meant by that?

195

Amy Atkinson: Yeah.

196

So what I find when it comes to this

could be relevant for services, but also

197

products themselves, is that you might

have brought out a brand new product

198

two years ago, and you've since launched

lots of new things, but ultimately your

199

first product that you brought out was

the reason you started your business.

200

Perhaps it was something that you

recognized that people really needed.

201

There's absolutely no harm and even

if it's not changed at all, there's

202

no harm in you saying, oh, this

is the first ever product we made.

203

We absolutely loved it.

204

It flew off the shelves and you're almost

putting it back in the spotlight again.

205

So that's what I mean about relaunching

products, even if they haven't

206

necessarily changed, you're just giving

it its time again on social media.

207

Vicki Weinberg: Perfect.

208

That's what I thought.

209

And that's also might be really good

for those months where you're not really

210

sure what you could be focused about.

211

Like if we're talking about having a

theme some months, for example, maybe

212

it is that there's one month where you

think, okay, there's not much going

213

on in the world for my customers.

214

What I'm actually going to do

is talk about this particular

215

product that I've been quiet

about for the last, however long.

216

Amy Atkinson: Yeah, for sure.

217

Definitely.

218

Vicki Weinberg: And when we are

talking specifically about our

219

products, how often is too often?

220

Do you see what I mean?

221

Because I know we need to have a mix

of, so when we're talking about social

222

media, we need to have a mix of different

posts and they can't all be about, I've

223

got this by this, I've got this by this.

224

What's kind of the, I don't know if

there's a ratio or, or how often can we

225

actually be telling people what we sell?

226

Because I guess as a product

business, that's ultimately our goal

227

is to sell a product, hopefully a

brilliant product that's going to

228

help people enhance their lives.

229

Um, but how do we do that?

230

Because I know that lots of my audience

struggle with being too salesy, you know,

231

feeling like they don't want to just

keep pushing their products at people.

232

Amy Atkinson: Yeah.

233

And I think that, that is something

that a lot of people struggle with.

234

And what I would say is that as a

product based business, your, so let's

235

talk about Instagram, for example,

your grid should clearly showcase what

236

your products are and therefore you

don't necessarily have to be posting

237

something, a product every single day.

238

Let me explain that in a bit more detail.

239

So that's specifically to your grid.

240

You could potentially post a different

product image or a testimonial or

241

somebody using it, showing how it

works, um, every other day, perhaps

242

three times a week on your actual grid.

243

When it comes to stories and

stories are relevant on Facebook

244

and they're relevant on Instagram.

245

This is where you can show

up every single day and sell.

246

And what I would say with this is that

people really like to buy, but they

247

don't like to be told what to buy.

248

So this is where your

message is so important.

249

And what I would really recommend you

do is, again, when you're understanding

250

your customers, they're buying from you

because they've built up trust in you.

251

They believe your product's going to work.

252

They've seen other people use it.

253

They've seen other people like it.

254

So what you might want to do is have

a look at creating content that is

255

based solely around people trying,

touching, feeling your, your products.

256

Because naturally that is

going to help you sell that.

257

You're also including on the stories,

you're also including a link for somebody

258

to then go and easily buy it, but you're

not going and saying here is a product

259

image on a white background or perhaps

someone holding it, go and buy it.

260

You're literally showing

somebody how good it is.

261

There's a difference between them.

262

Vicki Weinberg: That makes real sense.

263

And I'll be honest when I think to the

things that I've brought specifically,

264

because I've sort of seen them on mainly

Instagram, because that's the one that

265

I like the most, 9 times out of 10.

266

And that's probably a

hundred percent of the time.

267

Actually, if I think about it, things

I've brought based on seeing them on

268

Instagram is because either I've seen

an influencer talking about them, I

269

say influence, it might be somebody

I've never heard of, but it's a real

270

life person is using this product or

you know, you've seen the testimonials

271

or whatever it is, you're right.

272

I don't think I've ever bought anything

because I thought that's a nice picture.

273

It's always been, you see people using

it or wearing it or whatever the thing

274

is, and you can sort of put yourself

in their shoes and think, oh yeah,

275

I could use that or whatever it is.

276

I think you're right.

277

And so I guess that's thinking

about, yeah, how to, yeah, I guess

278

think of what, of different ways to

position your product so that aren't

279

just saying we have this product.

280

Amy Atkinson: Yeah, exactly.

281

It's just, it's a slight tweak in

your messaging and what you're saying.

282

And an example that I see a lot on

Instagram at the moment, and that is just

283

because it's something that I know is

affecting me personally at the moment, is

284

having had a baby, I've got saggy skin on

my belly, so I keep getting a product from

285

Maely's, which is all about fixing that.

286

I have not bought the product

because I don't believe it will work.

287

And the reason I don't believe it

will work is because the models that

288

they're using are young, they're young

people in their twenties who likely

289

haven't got an issue in the first place.

290

Um, so therefore I'm like, okay,

well, of course, of course,

291

they've got toned stomachs.

292

So I hope that helps give somebody a

tangible understanding of what it really

293

means for somebody to build up trust

in order to buy from them, but that I'm

294

being bombarded by their ads all the time.

295

And yet, they're not using mums,

they're not using people like me,

296

and therefore they're targeting mums

probably, but they're not their models

297

and the people that are in their

imagery are young people in their 20s

298

who have got a perfect tummy already.

299

Vicki Weinberg: Yeah.

300

And I know, I know exactly what

you mean about that because I feel

301

the same about skincare as well.

302

When I look at skincare products, if

the person is significantly younger

303

or even significantly older than

me, because I'm aware of our skin

304

changes as we age, you want to see

someone who represents you, don't you?

305

Otherwise it just, I think

it's much harder to relate to

306

an image or whatever it is.

307

If you, if you feel like

that's not aimed at me.

308

And I.

309

Yeah, that makes real sense.

310

And it's funny, isn't it?

311

You, yeah, we all sort of look for

validation and yeah, I think, so knowing

312

it makes good sense, knowing who your

customer is and making sure they are

313

actually represented makes a lot of sense.

314

Amy Atkinson: Yeah,

definitely, definitely.

315

Vicki Weinberg: Thank you so much, Amy.

316

So we've been talking a

little bit about content.

317

If it's okay with you, I'd like to talk

a little bit about channels and sort of

318

the social media channels we're using.

319

Um, I guess it'd be useful to know how

much of a plan we need to have for that.

320

Do we need to stick with the same channels

we've been using up until now, or is a

321

new year a good time to try something new?

322

So I know that is a big question.

323

So maybe let's start with the

first part, which is, do we need

324

to be, how much planning do we

need to do at a channel level?

325

Amy Atkinson: I think, um, at this

stage, um, okay, so we're, we're in

326

October at the moment at this stage,

you probably don't need to think

327

about anything further than the first

quarter in terms of channel level.

328

You're, when it comes to planning

annually, you want to think about where

329

you're going to focus at any one time.

330

And in order to do that, it's

to understand your customer.

331

Um, so you might want to think,

okay, well, I know my customer

332

is spending time on Instagram.

333

So therefore that's what I'm going to do.

334

And that's where I'm going to focus.

335

Um, one of your questions, I suppose

I could answer now is that whether

336

you should answer some, whether

you should answer something new,

337

whether you should try something new.

338

And I, I am a big believer in

that as small business owners

339

we've simply do not have the time

to do everything all the time.

340

And I really want people to

understand their customer, know where

341

their customer is spending time.

342

So therefore, if the Threads as a

month ago, launch a few months ago,

343

launched, if your customer has moved

onto Threads, absolutely try Threads.

344

If your customer is using Tik

Tok, absolutely use Tik Tok.

345

What I don't think is really helpful

for anybody is to get caught up with

346

new and shiny objects if your customer

isn't spending time there because it

347

means that you're basically spending time

creating content for that channel, but no

348

one's necessarily going to buy from it.

349

Does that help?

350

Vicki Weinberg: That really helps.

351

Thank you.

352

I'll be really honest with you, Amy.

353

I asked that question for a really

specific reason, which is something

354

that my audience asked me quite

a lot, is should I be on TikTok?

355

Because as you probably know, TikTok

shop has got really big and, um, I think

356

sometimes businesses can fall into the

trap of thinking I have to be there.

357

All my competitors are there.

358

I have to be there too.

359

And I'm sure you're going to say

that's not, um, it doesn't matter

360

whether your competitors are there.

361

It's whether your customers

are there that's important.

362

Amy Atkinson: Exactly.

363

Um, and I think what I would say about

TikTok is that if you know your customers

364

are there, um, then it would be worthwhile

for you and probably would be more

365

worthwhile for you compared to Instagram.

366

And that is because TikTok in

comparison to Instagram is quite small.

367

So it means you are more

likely to have standout.

368

But the first thing that you really must

understand is, is my customer there?

369

And if they're not spending time

there, then the chances are you

370

probably don't need to be there either.

371

Vicki Weinberg: That's really good advice.

372

Thank you.

373

So I guess what could be really

useful now is for people to just have

374

a quick review about, you know, the

cut, the channels they have currently

375

and are their customers still there.

376

So I, for example, um, it wasn't

when it was, but at some point I

377

stopped using Facebook for business.

378

Um, I do one podcast post a week and

that's it because I realized that nobody

379

was engaging with my posts on Facebook,

I could put on pretty much identical

380

content on LinkedIn or Instagram and

we'll get so much more engagement.

381

So that kind of told me that okay, you

know, it's just, it's either something

382

to do with the algorithm, which I don't

understand or it's that people aren't

383

there, but either way, I was like, I

don't know why I'm spending time on this

384

because clearly I'm getting nothing back.

385

It just, it's just one of those

fruitless tasks that you end up

386

doing because you've always done it.

387

Amy Atkinson: Yeah.

388

The other, the other tip that I would

give, um, when it comes to social

389

media content, definitely have a look

at what engagement is going on, i.

390

e.

391

whether people are liking,

commenting, sharing your posts.

392

But if you have got Google Analytics

built into your website, if you go there

393

and have a look at, probably, so you

need to change the date range, but go

394

and have a look at whether your customer

over the last 90 days, where they've

395

come from, which social media channel

they've come from, because I have exactly

396

this with one of my clients that I, um,

do a whole load of data analysts for

397

them, analytics for them, and they get

terrible engagement on Facebook compared

398

to LinkedIn, much like you've just said,

they don't, they're not on Instagram.

399

Um, but they get more traffic

from Facebook than they do

400

from LinkedIn to their website.

401

Vicki Weinberg: That's so interesting.

402

Amy Atkinson: So even though people

aren't liking the post, they're the people

403

that are even more warm, if you like,

they're a warmer lead because they're

404

actually bothering to go to your website.

405

Vicki Weinberg: That is such

a great tip, Amy, thank you.

406

As soon as we were done on this

call, you know, I'm going straight

407

to Google Analytics to find out

where people are coming from.

408

That's brilliant.

409

Thank you.

410

That's a really good tip.

411

And I think maybe that's something worth

everyone looking at when thinking about

412

next year to make it like, like you

say, a really informed decision about,

413

especially if you're, you know, you're.

414

Because I think some of

us can fall into the trap.

415

I certainly did this, thinking I

needed to be on all the channels

416

and then just found it was too much.

417

And then gradually I've

sort of cut them down.

418

And I think if you're in that

situation and you're like, okay, which

419

ones do I need to be focusing on?

420

I guess that could give you some

really useful, accurate data

421

to make that decision as well.

422

Amy Atkinson: Yeah, absolutely.

423

And I am wholeheartedly somebody

who always looks at the data

424

before making any kind of decision.

425

And also.

426

Understanding what a

goal is for the business.

427

So predominantly you're probably

thinking about sales and therefore

428

driving people to your website.

429

That is probably your first and foremost.

430

Okay.

431

Which social media channel

is doing that for me?

432

Um, but then secondary is where

am I getting the engagement?

433

So if you imagine you take your

top social media channel, that's

434

driving stuff to your website and

then your top social media channel,

435

that's getting you engagement.

436

They would probably be the two

channels that I would focus on.

437

And you might find that

they're the same one.

438

Vicki Weinberg: That's really useful.

439

Thank you.

440

And if they are the same one, is there

any reason not to be on just one?

441

Is there any downside to that?

442

Amy Atkinson: No, not really.

443

If you've seen in the numbers that

you aren't getting people from, so

444

say, for example, Instagram is the one

that's driving people to your website

445

and it's the one that you get the best

traffic on, uh, sorry, engagement on.

446

But then you find that perhaps

I don't know, 10 percent of your

447

traffic is coming from Facebook.

448

Um, there's literally no harm

in just focusing on Instagram.

449

Perhaps Instagram and Facebook is

a slightly difficult one because

450

you could technically really easily

replicate the content that you're

451

putting on Instagram for Facebook.

452

And then equally, there's no

harm in doing that either.

453

Um, but if you're finding that you're

creating content for TikTok and Instagram,

454

which are two quite different channels,

and then you've got to spend the time

455

putting the things into the TikTok shop

then and it's only driving 10 percent of

456

your traffic, which of course you would

then expect not all of that to convert.

457

Perhaps that's where you need to think,

okay, perhaps it's not worth my time.

458

Vicki Weinberg: That's really helpful.

459

Thank you.

460

So thinking again about next year.

461

So are there any, and I don't

know, you might hate this word.

462

I couldn't think of a better word for

it, but are there any trends coming

463

up or I don't know, things that are

emerging channels that, or anything

464

at all, that's coming up that we

should be, know about or think about

465

when we're planning for next year.

466

So I think Thread's was a good example

you mentioned because I think more and

467

more people seem to be jumping on there.

468

I haven't yet.

469

Amy Atkinson: No.

470

See this is it.

471

Um, I, with Threads, let's just

chat a little bit about Threads.

472

So Threads went absolutely wild in

that first two weeks of it launching.

473

And almost, almost almost everyone

I know moved onto Threads.

474

Within two weeks, it dropped

off almost instantly.

475

So, um, to the point where Adam

Mosseri, so he's the CEO of Instagram

476

and Mark Zuckerberg, the CEO of

Facebook, and anyone that doesn't

477

know, Threads is owned by Meta, which

owns both Facebook and Instagram.

478

Those CEOs were putting on Threads and

they were also putting on their Instagram.

479

What do we need to do?

480

What's missing from Threads?

481

Where have you all gone?

482

They didn't understand why people

just basically went over there.

483

They were really loving the hype

and then everyone disappeared.

484

So, um, just be wary of Threads, is

that they are going to be doing a lot

485

of work to keep driving people there

and keep using Threads, but it's,

486

it's almost gone full circle in terms

of who's spending time over there.

487

Um, so that's just my thoughts on Threads,

but when it comes to trends coming up

488

and we have already kind of talked about

it is that people do love to buy things.

489

We are a sucker for buying things.

490

But we don't naturally like to

be sold to, we don't like people

491

telling us what we have to buy.

492

Um, so what you'll find with

influencers, and this is something to

493

be mindful with your marketing when it

comes to products is, you, you won't

494

necessarily find influence nowadays,

influencers saying, oh, look at this.

495

Isn't this the most wonderful

product that I've ever bought?

496

Um, I've just realized this isn't

a video, this is a podcast and

497

I've just shown my Airpods case.

498

Um, so.

499

Vicki Weinberg: I could see it.

500

Amy Atkinson: So.

501

They won't necessarily show the product.

502

What they will do is show the product,

how it works, what they like about it.

503

They might have seen that, they

might say that they've seen other

504

people use it and they might quote

what those other people have said.

505

So they're literally talking

around that product and what, how

506

amazing it is and the benefits.

507

They're talking about the benefits

as opposed to what it is necessarily.

508

They're talking about how to use it.

509

And they're basically seamlessly

incorporating all of that information

510

into their topics, uh, into their content.

511

And so then it's not like, look at this

product, buy it, it's, I'm going to add

512

this product to my link and you can go

and buy it, but I absolutely love it.

513

And all the while they're talking about

it, they're using it at the same time

514

so that you can see how good it is.

515

And all of this kind of content,

which is more user generated.

516

So it's a, somebody using it

is key for building up trust.

517

And that is the kind of going to come

518

people are really thinking about where

they should be spending their money.

519

Vicki Weinberg: That's really helpful.

520

Thank you.

521

And I know exactly what you

mean about the influence.

522

I've definitely seen that

myself, the way people are

523

talking about things has changed.

524

And I think as well, do you think

that's also partly because people are.

525

Or maybe trusting a bit less trusting

because we've seen so many ads

526

where people are promoting this

and promoting that you've almost

527

thought, well, if you're cynical

like me, I often think, well, you're

528

just saying that because you've been

paid to, if I'm being really blunt.

529

Amy Atkinson: Yeah, exactly.

530

And therefore you don't

necessarily believe it.

531

And I think also when it comes to

influencers, and I'm going to use

532

an example around teeth whitening.

533

Is that, you know full well

that a lot of influencers don't

534

go and buy their at home kit.

535

They probably go and pay a dentist

a lot of money to do it in the

536

way that they want it done.

537

And then when they start talking about

an at home kit and how amazing it

538

is, straight away you don't believe

it because you've probably seen them

539

two weeks ago pop into their dentist

because they've tagged their dentist in

540

something, or it could be even, I don't

know, hair extensions, for example,

541

they have been to go and get their hair

extensions done a month ago, and then

542

suddenly they're using an at home kit.

543

It just, it doesn't sit right, especially

when you've got somebody who is an avid

544

follower and they watch what you do day

in, day out, they're going to straight

545

away sniff something's not right.

546

Vicki Weinberg: Yeah.

547

And I don't know if this is

just me, but I, I definitely.

548

I found myself more, the things

I've been buying, I've seen on

549

Instagram recently, haven't been ads.

550

They've been things that have

been recommended by people

551

that I follow, not influencers.

552

So people who are really honest about

the fact that they don't have affiliate

553

links, they don't push you to buy things.

554

They will say something's been

gifted, but generally they're

555

buying things with their own money.

556

So I brought a supplement recently

because someone that I follow, that

557

I trust, because I've followed this

person for years, they've got a big

558

audience, but they were talking about,

oh, I started using the supplement

559

and I'm going to see how it works.

560

And over like the weeks as they were

posting about, oh, you know, things that

561

had changed for them as a result, I was

just getting more and more drawn in,

562

whereas I'd seen ads from the same brand

and I'd seen ads featuring other, I'm

563

putting quotes, real people, but actually

what swung it for me was seeing someone

564

that I felt I could relate to a bit more.

565

So someone I've met and know, I

don't think you necessarily have

566

to met them, but some, basically

someone that I felt I could trust.

567

And I think that, I don't know whether

you think, if you, are you seeing

568

that things are moving more towards

that so that people want to see more

569

real people, and I'm putting real

in air quotes, you know what I mean?

570

Amy Atkinson: Yeah, definitely.

571

They definitely.

572

Vicki Weinberg: Rather than a celebrity.

573

Amy Atkinson: Yeah.

574

Yeah, exactly that.

575

And for, um, any product-based businesses,

uh, or even services to a certain

576

extent, if it's a B to C company,

um, think about you if you do want to

577

invest in influencers as a strategy.

578

Think about influencers who have probably

got 5 to 10, 000 followers as opposed to

579

50 to 100 to 150, 000 followers because

you might find that you'll get a better

580

return on investment, because they're

still quite small and a lot of people

581

who do follow them have probably been

on that journey with them already, where

582

they've grown from a thousand to 10, 000.

583

Vicki Weinberg: Yeah.

584

That's really useful.

585

Thank you.

586

And I'm glad it's not just me that's

getting more and more cynical.

587

But as you said, I think because we're

all having to think really carefully about

588

how and where we spend our money, you,

you do question things a lot more now.

589

Um, it was also really interesting

what you were saying about Threads

590

and part of the reason I wanted to

ask you about Threads is because I

591

feel like it can be so easy to think,

oh, this is the next big thing.

592

And I'm going to jump on this.

593

And I deliberately didn't get, use Threads

because I wanted to see how it played out.

594

And you're right.

595

I didn't realize it was only two

weeks, but I noticed there was a

596

lot of people and then it vanished.

597

And because there was another, a few

years ago, there was another platform

598

and I've forgotten what it's called.

599

And you might remember it.

600

It was like a thing with rooms.

601

It was like an audio platform

and you could join rooms

602

and like have discussions.

603

I can't remember what it's called.

604

I hope someone knows and can tell me.

605

Amy Atkinson: I know exactly

what, wasn't clubhouse?

606

No.

607

Vicki Weinberg: Yes.

608

That was it.

609

It was clubhouse.

610

And I remember that was a big thing

and everyone moved on to there

611

and then that sort of moved on.

612

So, uh, because my, my feeling is that we

have to be a little bit wary of jumping

613

onto every new thing that comes up.

614

Is that the advice you'd give?

615

I mean, or do you think that

actually it's worth giving it

616

a try and seeing how it goes?

617

Amy Atkinson: Okay, what

would I say about this?

618

I think if you've got the time, if you've

got the capacity, there's absolutely

619

no harm in you trying something new.

620

I'm definitely not going to say don't

do it, but I would say if you already

621

feel overwhelmed with everything that

you've got to do, then just wait, just

622

wait to see if you know your cluster

has moved there, if they've moved there,

623

then absolutely go ahead and try it.

624

Um, but I'm just so mindful and

careful of advising people to jump

625

on something new when I already

know a lot of us feel stretched.

626

Vicki Weinberg: That's such great advice.

627

Thank you.

628

And I think it's probably reassuring for

everyone to hear you say that because it

629

almost feels like you're missing out if

you're not jumping on the latest thing,

630

sometimes it can be harder to not do it.

631

So thank you.

632

Because I think that, I think that's

honestly really reassuring and

633

knowing that you can just wait and you

don't have to be everywhere day one.

634

You can, yeah, see how

things play out first.

635

Amy Atkinson: And equally, I think

this is where it really helps to know

636

who your ideal customer is, because

if you know your ideal customer is

637

a trendsetter, there's someone that

will jump on a trend like that.

638

That's when potentially something

like this is important to make

639

sure that you're always there.

640

However, if you're somebody, if your ideal

customer is more somebody who feels a

641

bit comfortable waiting a little while,

perhaps they'll join either at the peak

642

or even as it starts to slowly drop

off, that's when you can jump on too.

643

Um, and that's what I know about

my customers is that they want to

644

feel they're not going to just jump

into the, the next thing straight

645

away because they don't, I know that

they don't have the time to do it.

646

So they might sign up, but they

don't necessarily get it into

647

their daily routine that they

need to be spending time on that.

648

So I don't, I don't, I'm not on Tik Tok.

649

Well, I do have a tick tock, I've

signed up, but I don't spend time

650

creating content for that all the

time because I know that my customers

651

don't have the time to do it either.

652

So it's just really, I've, I've said

this so much in this podcast, but

653

it's just really understanding your

customer, like the back of your hand.

654

It's so important.

655

Vicki Weinberg: Thank you.

656

And I don't think it matters how many

times you say that, because I think

657

that's key and that's running through

everything you've said, whether

658

it's content channels, everything,

it just comes back to the customer.

659

So I think that's just,

yeah, such a good reminder.

660

Um, okay.

661

So just a few final questions, Amy.

662

So when, so when we're sort of thinking

about sitting down, planning out

663

2024, have you got any other ideas

or suggestions of things we could try

664

doing or things we might like to think

about while we're thinking about this?

665

Amy Atkinson: Yeah.

666

And I know I've said, don't

jump on the latest thing.

667

Um, but if you, as you said, as I

said, if you, if you do know that

668

your customer is spending time on

TikTok now, or even a little bit of

669

time, TikTok really is on the rise.

670

And it's a space where you could

potentially grow quite quickly and

671

easily so long as your customer is there.

672

So I would recommend trying it if

you know that your customer is there.

673

Um, really think about how you

can create user generated content.

674

Um, so do you need to think about

spending a little bit of money, either

675

paying small micro influencers, I call

them small influencers, um, as part of

676

your marketing strategy, or perhaps they

might, you might be able to just gift it.

677

So can you afford to gift

any of your new products, old

678

products to these influencers?

679

Um, there are a couple of things that I

680

Vicki Weinberg: That's brilliant.

681

Thank you, Amy.

682

And now I've got one final

question before we finish up.

683

And, um, this might be, this might be

a hard one or it might not be actually.

684

Let's see.

685

Um, what is your number one piece

of social media advice be for small

686

product businesses or, or your best

tip, however you want to come at this?

687

Amy Atkinson: I think.

688

The best tip that I can give you is

to be consistent with your posting.

689

And what I mean by that is not constant.

690

I don't necessarily mean all day, every

day, because I also understand that that's

691

not possible, but just be consistent.

692

So whether that's consistently posting

three times a week, perhaps it is

693

posting every day, or perhaps it's

twice a week, just be consistent

694

because the algorithm will pick up

on your consistency and it will share

695

your content regularly to people.

696

So definitely do that.

697

And be, I'm giving it's two, but

it's, it's kind of one in the same,

698

be consistent on your stories as well.

699

Vicki Weinberg: Thank you, Amy.

700

And I think that's really good advice.

701

And I think what really, I think that

all ties back so nicely to the podcast

702

as well, because I think if you.

703

To be consistent, it's obviously

going to help if you plan.

704

So nobody wants to get to Monday

and think, oh, what are my free

705

posts going to be this week?

706

Whereas if you spent some time in advance

thinking, okay, in January, I'm going

707

to be focusing on, I don't know, dry

January or the January blues or I'm

708

launching something or whatever it is,

it'll make it much easier to plan those

709

posts because I think, yeah, that's where

I think it can be harder to keep up,

710

as if you just haven't got a clue what

you're posting day to day, week to week.

711

Amy Atkinson: Yeah, absolutely.

712

Definitely.

713

Vicki Weinberg: Amazing.

714

Well, thank you so much, Amy.

715

So we're all going to go away now and

plan on social media for next year.

716

Thank you so much for all you shared.

717

And last question is where

can people go and find you?

718

Amy Atkinson: So they can find me

at the Femtrepreneur on Instagram,

719

on Facebook, and on LinkedIn.

720

And my website is

www.theFemtrepreneur.com.

721

And for any of you who are thinking,

how on earth do you spell that?

722

If you think entrepreneur, but

then just add in FEM before the

723

trepreneur, that should help you.

724

Vicki Weinberg: Thanks so much, Amy.

725

And I'll link to everything

in the show notes as well.

726

So for anyone who hasn't managed

to get that down, um, they'll be

727

able to find you there as well.

728

Amy Atkinson: Perfect.

729

Thank you so much for having me.

730

Vicki Weinberg: Thank you so much.

731

Thank you so much for listening

right to the end of this episode.

732

Do remember that you can get the

full back catalogue and lots of free

733

resources on my website, vickiweinberg.

734

com.

735

Please do remember to rate and review

this episode if you've enjoyed it

736

and also share it with a friend

who you think might find it useful.

737

Thank you again and see you next week.