An interview with Jordan Pijnenburg. I find it so interesting that when you dive in a subject that you tend to find the people that are connected to that subject. Some people say it is the universe answering your desires, others say faith and there is a group that calls it the Law of Attraction.
The mechanisms of these thought experiments tend to work for me, but I have to say the theoretical framework of most of these metaphysical concepts I find not very meaningful. For me they don’t give a satisfying answer to these questions. But I get distracted.
I met Jordan on the street when I was working at a sales job that I’ve been doing the last couple of months. Jordan works in sales as well, but after a couple of minutes it became very clear to me that he had a lot more experience in the field of digital marketing as I had. Not long after this I asked him if he was open for a chat on this, where I would show him how we worked at Delitelabs and if he had any tips that he could share with me. He was more than happy to go over a couple of things and so it happened that we planned an interview. Yet another expert I could learn from!
Before the interview started I wrote down on one page on what I wanted to go over with him. I wanted to show him our Social Media output, our blog, I wanted to know about frequency of Social Media output, SEO and some tips on efficiency and effectiveness of digital marketing in general.
The blog & SEO
We started out with the blog. I showed him our blog and what we did already did to improve the awareness and engagement of our business. We showed him a couple of things that we did to improve our blog and make it more noticeable for our readers.
One of the first tips I got from him was to have contact with other blogs. Try to write about what you read about other blogs and point out what you like about those blog posts. If you connect in this way you are more likely to create awareness for yourself BY providing traction towards the other blogs. In other words “be nice to others”. Also the other way around. When you would write an article about a subject like entrepreneurship or a personal story about one of our participants that is good enough, ask the blog you’re connected with to post this on their posts. Ramit Sethi also talks about this and he calls it “guest posts“. This is how he creates lots of new likes, clicks and therefor impact.
There are a couple of plugins you can use to check and measure how well your SEO of your blog is. Luckily we already have two of these tools built into the blog of Delitelabs.
Facebook, Engagement and Awareness
There is also a lot to say about Facebook. Facebook has a lot of features you can use to improve your company page. We could see that our page was the last two weeks degrading in worth. Worth as in the amount of people that have been reached and engagement in our page. From around 4000 that we reached in a week to 1750 people right now. He advised me two very general but important things to take into account.
First, we have to look at who is our main user or target user. Male, female, old, young, newcomer, etc.. We can check this in the analytics of Facebook. This can be very interesting to see. Below is an overview of these statistics and I’ve also done a couple of other posts on this, but here it is again as an overview of our target audience.
Here you can see that our target audience is almost a fifty/fifty rate between male and female. That most of our target audience is between the age of 25 and 34 and that most of the people that come to our pages are located in the Netherlands. Interestingly, but also very logical is that the second group is from Spain, because we had also a settlement in Valencia.
Another great feature of Facebook Insights (analytics) is that you can view at what time and day your audience is most active. Below two examples of our Facebook page. This is very important because this effects your engagement and reach/brand awareness. The first example is a graph that shows the general times of the week that people are active and the second is an example of a specific day compared to ‘the normal day’.
The normal Day
Engagement and Awareness
We talked also a great deal on engagement and awareness. He said that it was clear, and I could concur this from other well known entrepreneurs that I follow, that awareness doesn’t necessarily means improving engagement. But Engagement definitely improves awareness. We talked about ways I could increase the engagement of our Facebook page for example. One of the ways is to create discussions on our page. We can do this by asking questions to our audience. Another thing is that you can have small questionnaires that people can fill in on how they feel about a certain subject.
Actuality and inspiring communication
Two other points of of communicating with our Facebook page is look at actuality and react to it. As in, if there is something very interesting in the news that a lot of people follow or watch, try to combine this with your brand. Another thing is when we continue on this s when there is something that is happening in our niche (refugees & entrepreneurship) than you can also immediately share this content and you’ll be thanked for the spreading of interesting content for your followers.
This also goes for inspiring messages that you put out yourself, e.g. the story of our refugee students. That’s another tip I got. Emotions work and sell. Try to get under peoples skin. Try to be inspiringly persuasive with your messaging. This works.
Conclusion of this interview
I had a couple of things that I want to go and implement more in our own way of spreading good messages and improving our following. I want to link more with other blogs about entrepreneurship. I already have a couple of blogs in mind that I find interesting and have a lot of content to share about starting your own business (Ramit Sethi, Tim Ferriss, Tai Lopez, Simon Sinek and Emily Wapnick)
Follow ups / New Research
As a few tips Jordan gave me also a couple of new follow ups to consider. Moz.com is a website that has many articles on how to be more visible on the web. Especially their youtube channel I should be looking at in his opinion. In the episodes that are called: “Whiteboard Friday” they go over a large range of subjects that all have to do with online visibility. From SEO, to link building, from content creation to Google Analytics. So I’m going to go over a couple of these videos and see if I can get a better grasp on what we can do in terms of spreading and SEO.
A Hashtag Trick
One last tip that I got from him in regards of Twitter and Instagram which I really liked he called “cheating hashtags”. When you put something out on twitter, you should load it with relevant hashtags. But what you also could do as in cheating, and you should be careful with this, to put hashtags that are really the trend right now in the comments of your Twitter/Instagram post. Bots will give likes to it, because they only react to posts that use hashtags that are really popular at the moment. At the time you have a lot of likes you delete the comment and you have a lot more awareness without your brand image getting degraded. And this is the tricky part. If people find out, this could also cause damage to your brand. But this is definitely something to think about of doing.
Thanks for reading and stay tuned for more interesting information regarding crowdfunding and digital marketing tips!