Latest / Wedding Pros who are ready to grow - with Becca Pountney / Growing your wedding business with Instagram - with Sue B Zimmerman

Transcript

Growing your wedding business with Instagram - with Sue B Zimmerman · Wedding Pros who are ready to grow - with Becca Pountney

• 0:00
  Becca: I'm sure all my volunteers are now thinking, thanks so much Becca
• 0:03
  for putting my account in front of Sue and letting her absolutely destroy it.
• 0:06
  But it's so helpful for them to get that feedback.
• 0:09
  Sue: Yeah.
• 0:09
  And I wanna say to everybody, I only speak the truth and it comes
• 0:13
  with a big heart, not a big ego.
• 0:15
  Becca: That's exactly why I've got Sue on this podcast, because I like that she says
• 0:18
  it, how it is because you guys know that.
• 0:20
  I like to say how it is to you all of the time.
• 0:22
  And I'll tell you if I don't think something's working.
• 0:26
  I'm Becca Pountney, wedding business, marketing expert, speaker, and blogger
• 0:30
  and you are listening to the wedding pros who are ready to grow podcast.
• 0:34
  I'm here to share with you actionable tips, strategies, and real life
• 0:37
  examples to help you take your wedding business to the next level.
• 0:41
  If you are an ambitious wedding business owner that wants to take your passion
• 0:45
  and use it to build a profitable, sustainable business, doing what you
• 0:48
  love, then you're in the right place.
• 0:50
  Let's get going with today's episode.
• 0:54
  When I first met today's guest, she was speaking in a mastermind group that I'm
• 0:58
  part of, as soon as she started speaking, I knew I was gonna absolutely love her.
• 1:03
  She's full of fun, says it as is.
• 1:05
  And most importantly, she really knows her stuff.
• 1:08
  It's the Instagram expert herself Sue B Zimmerman welcome to the podcast.
• 1:13
  Oh,
• 1:13
  Sue: I love full of fun.
• 1:14
  That's exactly who I am.
• 1:15
  So let's let you know.
• 1:17
  Let's get into that.
• 1:18
  Becca: I got that straight away, as soon as I came across you.
• 1:22
  So for anyone who doesn't know who you are, why don't you just
• 1:24
  briefly explain who you are, where you are and what you do.
• 1:28
  Sue: So for the past 10 years, a little over 10 years, I've been
• 1:31
  teaching Instagram marketing, mostly to small business owners.
• 1:35
  solopreneurs and niche markets who really wanna make an impact and
• 1:41
  leave a legacy, doing what they love.
• 1:43
  And I've had the honour of speaking on stages all over the world and being
• 1:48
  interviewed on countless podcast.
• 1:50
  And showing up on Instagram as the Instagram expert on the daily on lives,
• 1:57
  in my stories in my feet, so that you all can really understand how to
• 2:01
  make more income doing what you love.
• 2:03
  And I am tuning in right now from downtown Boston.
• 2:07
  I live in a Highrise here, but I also have a house on beautiful
• 2:11
  Cape Cod in Massachusetts.
• 2:13
  And, uh, often you can find me traveling around the world.
• 2:18
  I have a business that I can just work from anywhere.
• 2:22
  All I need is a charge phone, and two good battery packs.
• 2:25
  And I'm good to go.
• 2:27
  Becca: ideal.
• 2:28
  And I love Boston.
• 2:29
  I've been to Boston a couple of times.
• 2:31
  And when I watch your Instagram and I see you doing your videos
• 2:33
  around and about Boston, I think I really need to come back there ASAP.
• 2:37
  Now, before we get into the chat.
• 2:39
  And before we start talking about Instagram, which is what
• 2:41
  everyone's here for today.
• 2:42
  One thing I speak about myself a lot is the power of connections.
• 2:46
  And I know the first thing people are gonna ask me is how did
• 2:48
  you get Sue B on your podcast?
• 2:50
  And as I mentioned at the beginning a little bit, we actually connected via
• 2:54
  a good friend and business mentor of mine, Chris Ducker in his mastermind.
• 2:57
  So I just wanted to talk about that very briefly.
• 3:00
  How do you know Chris and how did you come into his world?
• 3:03
  Sue: Oh, yeah.
• 3:04
  So Chris and I go way back at least five years.
• 3:06
  He and I have spoken on many stages together and I have also
• 3:11
  traveled to his conferences.
• 3:13
  I spoke on stage, I think four years ago in Sabu when he lived in the Philippines.
• 3:18
  And then I went back to speak again when he did his event Youpreneur in the UK.
• 3:24
  And, uh, we're very.
• 3:27
  And I adore him because he really is true to himself and he, it is
• 3:33
  just so fun to be with so smart.
• 3:35
  And, uh, yeah, we, we have a lot in common and, and we've gone out as couples as
• 3:40
  Becca: well.
• 3:41
  Amazing.
• 3:41
  I love Chris.
• 3:42
  I think he says it as it is a little bit like you do as well.
• 3:45
  And I think that connection is just so important because as I
• 3:48
  said to my wedding pros all the time, you've gotta get out there.
• 3:51
  You've gotta make connections.
• 3:52
  Now.
• 3:52
  Obviously you connected with Chris.
• 3:53
  That's how I've become connected with you.
• 3:55
  And, uh, I just wondered if you've seen the power connections in your business.
• 4:00
  Oh,
• 4:00
  Sue: every day.
• 4:01
  And I am that entrepreneur, that what you see online is exactly the person.
• 4:05
  See and get in person.
• 4:06
  And no matter where I travel in the world, I always do what I call a Sue B meetup.
• 4:11
  So, uh, whether I'm living in La Hoya or I'm in.
• 4:16
  You know, Iceland or Budapest or, uh, you name it.
• 4:21
  I'm Israel.
• 4:22
  I, I do meetups and there are members of my community wherever I travel.
• 4:26
  So I announce that in my stories and in my community, and always there's someone that
• 4:32
  wants to get together so that in person.
• 4:34
  Person connection is vital and not only within your community, but I am that
• 4:39
  person that no matter where I go, I always talk to strangers and you never, never
• 4:43
  know who that stranger is, what they do and how they can impact their business,
• 4:47
  or more importantly, who they know that might be interested in your business.
• 4:52
  So definitely an extrovert over here and very comfortable.
• 4:57
  In the skin I'm in and talking to people because you know, no one's gonna fire me.
• 5:02
  I'm my own boss.
• 5:03
  So
• 5:03
  Becca: there's that.
• 5:04
  Well, yeah, that's always a good thing.
• 5:06
  So hopefully you're coming back to UK sometime soon and maybe we can
• 5:09
  go to a Sue B meet up in London.
• 5:11
  Yeah.
• 5:12
  That would be awesome.
• 5:13
  I'd love to do that.
• 5:14
  Okay.
• 5:14
  So let's get into Instagram then now in the wedding industry, Instagram is huge.
• 5:19
  We know that couples are on there.
• 5:20
  We know they're planning their wedding day on there, but sometimes
• 5:23
  as supplies and wedding pros, we can get a little bit lost about what
• 5:26
  we should be doing on Instagram.
• 5:28
  Now, I know one of the things that you teach.
• 5:30
  Is all about Instagram neighborhoods.
• 5:32
  And I absolutely love this concept when I first heard you speak about it.
• 5:36
  So I'd love you to just share what the concept is and how it works.
• 5:40
  Sue: Sure.
• 5:40
  So I've coined the phrase Sue B neighborhoods because
• 5:43
  Instagram is now a village.
• 5:45
  And when I started teaching it almost 10, a little over 10 years
• 5:48
  ago, there was just one neighborhood and that was just the feed.
• 5:51
  And it was primarily just a photo sharing app.
• 5:54
  And now there's a lot of different places to create content.
• 5:58
  So I call that neighborhood.
• 5:59
  There's stories, reels lives and the feed.
• 6:04
  And so it's really important to understand the different nuances of
• 6:08
  each neighborhood and strategies around that for your business, that would
• 6:14
  not only attract the right people that would be interested in paying
• 6:17
  attention, but to have conversations and opportunities to connect deeper.
• 6:22
  Becca: So do you think to be successful on the platform, you need to understand
• 6:25
  all of these different neighborhoods, or can you focus on certain ones?
• 6:29
  Sue: I think when you're starting out, it's important to master the
• 6:31
  feed and really understand how to curate a, a feed that is in Alliance
• 6:37
  with your bio, the, the promise that you're making in your bio.
• 6:40
  So there's no confusion if someone were to scroll back 12
• 6:44
  or so post every single post is.
• 6:47
  A representation of who you are, what you do, why you do it.
• 6:51
  And more importantly, what's in it for your follower if they choose
• 6:54
  to follow and engage with you.
• 6:57
  And so I think a lot of people make that mistake and don't have a curated
• 7:02
  feed that, that speaks to that promise.
• 7:04
  And so that is essentially your portfolio.
• 7:07
  Instagram has SEO.
• 7:09
  Search engine optimization.
• 7:11
  Anyone that doesn't understand that on my account, we have a
• 7:14
  guide that literally explains what this is and why it's important.
• 7:19
  And, uh, we can share that link so that you all have access to
• 7:22
  it, but it really is so important to have that curated portfolio,
• 7:29
  especially in the wedding industry.
• 7:31
  So people know what makes your account different than someone else that
• 7:36
  does what you do, where you do it.
• 7:39
  What is your point of difference?
• 7:41
  Becca: Great.
• 7:42
  Well, that brings me then onto the Instagram bio, because one of the
• 7:45
  things that we find a lot in the wedding industry is that people
• 7:47
  have got loads of beautiful images.
• 7:49
  So they'll put up a beautiful picture of their cake or their
• 7:51
  flowers or their wedding photos.
• 7:53
  And so they're really good at putting images out, but they're
• 7:55
  not so good at explaining what it is that makes them different.
• 7:59
  I think a lot of that can come down to their Instagram bio.
• 8:02
  So do you have any tips around how to make a great Instagram bio,
• 8:05
  how to stand out and how to make sure people know exactly what you.
• 8:08
  Sue: Yeah.
• 8:08
  So we have so many resources, uh, specifically about a bio and
• 8:13
  what makes it a boss bio, and I can grab links and resources for
• 8:19
  your audience, but essentially there are eight aspects to a bio.
• 8:23
  It's your avatar, your photo.
• 8:25
  It's your username.
• 8:27
  It is your account name where.
• 8:30
  Additional SEO.
• 8:32
  It's what you say in your bio, where you get 150 characters, making sure
• 8:37
  that it's targeted to your audience and that you share and show your authority.
• 8:41
  How many years you've been doing what you do, or, you know, what makes
• 8:45
  you stand out from everyone else?
• 8:47
  And then having a strong call to action, a CTA, making sure that whatever
• 8:53
  URL that you're sharing is one that would take the interested person.
• 8:58
  To the right next place in their customer journey with you.
• 9:02
  And so for us, we have a free two hour Reel training
• 9:08
  that is currently in our bio.
• 9:10
  And that training is taught by myself and my co-founder and CEO, Morgan,
• 9:17
  and people really get to understand the way that we teach the way that
• 9:20
  we show up, the way that we serve.
• 9:22
  And it is a really robust to our training specifically for
• 9:27
  those that need to master reels.
• 9:29
  So we.
• 9:31
  Build that trust and everyone should think.
• 9:33
  How can you build that trust and get someone a to give your, your, their email.
• 9:38
  Address and B to continue on that journey.
• 9:42
  And so I think it's really important to always understand the nuances, like
• 9:47
  we said about each neighborhood and how you lead the person to the next place
• 9:51
  that connects them deeper, that, that continues to build that trust so that
• 9:56
  when they want what you're selling.
• 9:58
  That they will think of you, that you will be top of mind.
• 10:01
  And so the bio literally has a lot of different aspects to it.
• 10:06
  And when we work with our high end coaching clients, this is the very,
• 10:09
  very first foundational piece that we master together, making sure
• 10:14
  that every word and every aspect of.
• 10:18
  The bio is completely optimized and we do have content in our feed.
• 10:24
  Like I said, that teaches this and I will share those links for you all.
• 10:29
  And all I ask is if you tap into any of the links that we're sharing, just comment
• 10:35
  and let me know that you heard it from this podcast so that I know your ears are
• 10:39
  burning and that you're an action taker.
• 10:41
  Like.
• 10:42
  Like attracting action takers.
• 10:44
  Becca: Yes.
• 10:45
  So do I, and I have a full audience of action takers, which is amazing.
• 10:49
  So I'll make sure everything that Sue talks about today goes into the show
• 10:52
  notes so you can find it really easily.
• 10:54
  I know she's got absolutely loads of great resources are gonna help you out.
• 10:58
  Now, one thing I learned from you Sue in the training that I heard
• 11:01
  you do before was that emojis are actually searchable in the bio.
• 11:04
  Is that right?
• 11:05
  Yeah.
• 11:05
  Sue: So, uh, you know, yes, they are in the SEO.
• 11:08
  So if if you sell jewelry specifically, wedding rings, then putting the diamond
• 11:13
  emoji ring in your bio, you would come up if anybody were to search that,
• 11:19
  Becca: that's pretty cool.
• 11:20
  So make sure you all go and do that.
• 11:22
  Now.
• 11:22
  One other thing I discovered recently is that you can now extend the
• 11:25
  amount of characters you've got in your Instagram username as well.
• 11:28
  Can't you?
• 11:28
  So you can put more than just your
• 11:29
  Sue: name.
• 11:29
  Yeah.
• 11:30
  It used to be that you only had 33 and now you have 60.
• 11:33
  So.
• 11:35
  Yeah.
• 11:36
  I also have a cheat sheet for, uh, understanding the neighborhoods
• 11:40
  that we're talking about.
• 11:41
  So you guys can, it's a carousel post.
• 11:44
  You guys can tap in and swipe and even save it so you can
• 11:48
  keep it as a resource too.
• 11:50
  Becca: So I think you have a resource for everything.
• 11:52
  I absolutely love it.
• 11:53
  And I know more audience are gonna love it too.
• 11:55
  Now it's very well talking about the practical questions, but what I really
• 11:59
  want to get into during this interview is some of the nitty gritty and some
• 12:02
  reviews of some real life accounts.
• 12:04
  So some of my wedding pro members have volunteered bravely they've
• 12:08
  put themselves forward to have your eyes on their Instagram accounts.
• 12:11
  So we're gonna do a few of those as we go through the interview today, and I
• 12:14
  want to do the first one for you now.
• 12:16
  I just love your feedback.
• 12:18
  So let's start with Jesse, J Lawrence Photography.
• 12:20
  Lawrence photography.
• 12:22
  If you jump on his account, take a quick look and see if you can see
• 12:25
  what he does and whether there's any instant changes he can make.
• 12:29
  Yeah.
• 12:29
  So
• 12:29
  Sue: he is got a great user name and he does have, um, a really good
• 12:34
  SEO, inclusive wedding photographer.
• 12:37
  He might wanna add a rainbow emoji to that.
• 12:41
  Because he's, he's in, you know, he's all about being inclusive.
• 12:45
  So, um, his avatar photo is very hard to read.
• 12:48
  I can't even read it.
• 12:49
  So can't see him.
• 12:51
  Can't read it that I think should be changed.
• 12:54
  Um, he's added the rainbow circle around it, which makes that even stand out more.
• 12:59
  Um, and.
• 13:01
  Stunning wedding photos, even if you hate having your photo taken, um, which is a
• 13:08
  nice point of difference what's missing is how long has he been doing this?
• 13:12
  Um, again, he has, um, inclusive, which is not necessary
• 13:16
  because he has it in his SEO.
• 13:18
  So he is much better off saying something else about him.
• 13:22
  That what makes him different.
• 13:24
  Um, he does say that he has a natural style friendly and professional.
• 13:28
  Which I would expect nothing less if you are a photographer.
• 13:31
  So I don't, I think that's kind of the obvious, um, but not, that's not
• 13:37
  awful to say, um, blue light discount, um, is, I don't know what that is.
• 13:43
  Becca: So that's the thing in the UK.
• 13:45
  So if you're basically in the ambulance service police, you get a
• 13:47
  Sue: discount.
• 13:47
  Oh, okay.
• 13:48
  So if that's okay.
• 13:50
  So that's interesting.
• 13:52
  I don't like the word discount, cuz as soon as you let people know that you
• 13:55
  do a discount for one thing, then other people are gonna ask for that discount.
• 13:59
  Regardless that he's just isolating that.
• 14:03
  I think he can have that on his website.
• 14:04
  It doesn't necessarily need to be on his bio.
• 14:07
  So I think that there's more, that could be there.
• 14:09
  He's missing his SEO.
• 14:11
  And then when I tap into his links, He has, you know, the picture
• 14:16
  of him, there is the picture that should be in his avatar.
• 14:19
  There should be consistency.
• 14:21
  So it's a great photo of him on this website.
• 14:24
  And I recommend that that be what he puts there.
• 14:27
  And then he takes you to all of his packages and it's great that
• 14:31
  he has the whole rainbow vibe going on as soon as you land there.
• 14:34
  So there's consistency of him being true to who he says he is.
• 14:39
  You know, taking it from Instagram to that.
• 14:41
  And then when I look at his highlights really quickly, we have testimonials
• 14:45
  wedding suppliers engagement, and we don't need the puppy love.
• 14:48
  Uh, that's all about his personal life and, you know, people, unless
• 14:52
  there's some, something that goes back to him being a photographer.
• 14:56
  This is all about him personally.
• 14:58
  And I'm not interested in looking at.
• 14:59
  His dog, if I'm here to, to find out more about what's in it for me.
• 15:04
  And I think that that's important.
• 15:06
  I'm not saying that you shouldn't show the personal side of who you are.
• 15:09
  I think that you absolutely can in your stories, as long as it goes back.
• 15:14
  To what you do.
• 15:16
  So no one needs to look at dogs, licking your face.
• 15:19
  Becca: That's really helpful and I think that shows the point of difference between
• 15:22
  the different neighborhoods as well.
• 15:23
  It's not necessarily needed in the highlights, but it's okay if
• 15:26
  the dog shows up in the stories.
• 15:27
  Sue: Yeah.
• 15:28
  And it, and it, and it's relatable.
• 15:29
  I mean, he's talking about dogs and you know, now I'm confused.
• 15:33
  So now I don't know what sky does because, yeah, it's too much with
• 15:38
  Becca: the dog.
• 15:39
  Okay.
• 15:39
  I just wanna go back to something you mentioned earlier about the profile photo.
• 15:42
  People ask me all the time.
• 15:43
  Should they have their logo or should it be a picture of
• 15:46
  Sue: them?
• 15:47
  Always as a picture of them because people do business with people, especially if
• 15:51
  you're a solopreneur or entrepreneur.
• 15:52
  Now, if you're a big brand like Lexus, GoPro, Starbucks, Lulu lemon.
• 15:59
  and all the bigger brands.
• 16:01
  Absolutely.
• 16:02
  Because they don't manage their account.
• 16:04
  But if you are the owner solo entrepreneur, entrepreneur of your
• 16:09
  account, people wanna connect with you.
• 16:10
  They're hiring you.
• 16:11
  Becca: Yeah, I agree.
• 16:12
  So if you're an action, take it out there.
• 16:14
  And right now you have your logo as your Instagram picture, go change
• 16:17
  it immediately and change it on Facebook, Pinterest and all your
• 16:20
  other social media accounts as well.
• 16:22
  Cause it should definitely, be across all of them.
• 16:24
  It should be you.
• 16:25
  Okay.
• 16:26
  We talked briefly there about Jesse's highlights and highlights
• 16:28
  is one thing that I wanted to talk to you about because it's an area.
• 16:31
  I definitely neglect myself.
• 16:32
  And it's an area that I know I need to work on.
• 16:34
  And an important area of the neighborhood, according to you.
• 16:37
  Sue: Yeah.
• 16:37
  So highlights are simply resources where people could tap in and get
• 16:41
  additional information about you.
• 16:43
  And so it's really important to curate them accordingly and you can rearrange the
• 16:47
  order of the highlights you can have up.
• 16:49
  A hundred clips in each highlight, and you can have as many highlights as you want.
• 16:53
  So when you look at our account, you'll see that we have, uh, at the very front,
• 16:58
  our clients and our clients talking about their success from our high end coaching
• 17:02
  program, which is important for, for people to understand that, you know,
• 17:07
  we, we have very successful clients that we coach, and then there's a highlight
• 17:10
  for myself and for Morgan, so that you understand a little bit more about the
• 17:15
  story behind the Instagram experts.
• 17:17
  And then we have highlights, that again, go back to who we are, what we do, whether
• 17:21
  it's a real tip or sharing behind the scenes or Instagram news, breaking news.
• 17:27
  We've got that transitions for women 45 and older cuz that's our target market.
• 17:33
  And I do a lot of these transitions.
• 17:35
  Praise is simply comments, a little different than client success stories,
• 17:39
  praises, what people are saying about us all over the internet.
• 17:42
  Then we have one of our community.
• 17:44
  So a community hashtag is good.
• 17:47
  One about Instagram, live tips, story tips, feed tips, and then life as a
• 17:51
  speaker that goes back to the authority that I was talking about in the bio.
• 17:55
  So.
• 17:56
  I want people to know that I am a globally recognized speaker
• 17:59
  and I do get paid to speak.
• 18:01
  So there's like a speaker reel there as well.
• 18:03
  So highlights should always represent your business and showcase resources
• 18:08
  so people can understand more.
• 18:11
  And each highlight has its own unique URL.
• 18:14
  So you can copy that link and share that link.
• 18:17
  So often when people say, well, I'm, you know, I'm looking for a coach, I wanna
• 18:20
  understand more about your pro program.
• 18:23
  I will send them the link.
• 18:25
  To that real highlight that has a hundred clips in it and they can
• 18:29
  see what other people are saying.
• 18:31
  Becca: That's awesome.
• 18:31
  I didn't know.
• 18:32
  You could do that.
• 18:33
  So at the moment then, do you still have to add something to your story
• 18:35
  to be able to add it to a highlight?
• 18:37
  Or can you put it straight into the highlight?
• 18:39
  Sue: Yeah.
• 18:39
  Every highlight starts with a story and that's why it's important to have context
• 18:43
  around your stories and to make sure that your stories are in alignment with.
• 18:47
  Again, your business and what you do and not random, like we're not interested
• 18:51
  in your vacation or what you're drinking or what you're eating or, or your
• 18:54
  workout, unless that has to do with your
• 18:56
  Becca: business.
• 18:57
  That's really helpful.
• 18:58
  And I think that's definitely a trap we can all fall into.
• 19:00
  So highlights are kind of almost like a mini version of
• 19:03
  your website then aren't they?
• 19:04
  Because you've got all the different areas that you do, but all in one
• 19:07
  Sue: place.
• 19:07
  Yeah, they like tabs on your website.
• 19:09
  And if you are gonna share that more personal stuff, you
• 19:12
  can do it with close friends.
• 19:14
  And I am only sharing stories currently to people that opt in and
• 19:19
  say they wanna be a close friend.
• 19:21
  So I am being very discerning with who gets to see my stories.
• 19:25
  So if anyone wants to see my stories, they need to write on my last post.
• 19:30
  Sue B, I wanna be a close friend and then my team, or I will add you so that you can
• 19:35
  see all the content that we're curating.
• 19:37
  I'm making people earn it.
• 19:39
  Becca: Amazing.
• 19:39
  That's such an interesting strategy in itself, possibly a little bit further
• 19:42
  ahead than some people listening, but interesting all the same.
• 19:46
  Now the next thing I wanna talk to you a little bit about.
• 19:48
  Is reels.
• 19:49
  I know that you do loads of reels and if anyone's not following Sue right
• 19:52
  now on Instagram at the Instagram expert, make sure you do, because
• 19:56
  she's got some amazing reels on there about transitions, some amazing
• 19:59
  ones about Instagram hacks and tips.
• 20:01
  So do go and check those out.
• 20:03
  Now.
• 20:03
  Reels are something that my audience are still struggling with.
• 20:06
  They don't like getting in front of the camera sometimes.
• 20:08
  Sometimes they're also worried about them being a little bit cringy, but
• 20:11
  they also know where they should be, because it's the way to reach couples.
• 20:15
  So are there any quick tips on how to be more confident with reels?
• 20:18
  Sue: Yeah.
• 20:18
  So everyone should be tapping the link in our bio because we
• 20:21
  literally in the workshop tell you what to do and how to do it.
• 20:24
  Even if you don't wanna get on camera, there are solutions to that
• 20:27
  anxiety with that being said, it's important to think about series.
• 20:32
  You mentioned a couple that we have, but we actually.
• 20:34
  Three.
• 20:35
  So when you create a series, like Morgan does steal this post
• 20:39
  idea and we just drop part 21.
• 20:42
  And when people see that idea, that post idea, and they see that it's
• 20:46
  part 21, they're like, oh, dang.
• 20:47
  That was so good.
• 20:48
  I'm gonna go back and see all the other ones.
• 20:50
  It's so good.
• 20:51
  Now they're spending more time.
• 20:52
  On your account.
• 20:54
  And that is really good for the algorithm because it, it shows that
• 20:57
  time spent on an account is important.
• 21:00
  And so we have that.
• 21:02
  And as you mentioned, we have transitions for women 45 and older,
• 21:06
  and we just dropped our 11th.
• 21:08
  One of that.
• 21:09
  So if you are 45 and older, and you're like, I am not lip syncing or dancing,
• 21:13
  trust me, the transitions that I teach you can do with confidence.
• 21:17
  And then finally our best performing content in real.
• 21:21
  Is Instagram hacks.
• 21:22
  You wish you knew sooner, and we've dropped over 50 of these all amazing
• 21:28
  that you can find when you tap into our real channel and the hacks are in teal.
• 21:35
  The transitions are in yellow and the steal this post idea are
• 21:40
  all purple, all brand colors, all intentional and all creating
• 21:45
  series in our reels that really get
• 21:48
  Becca: reach.
• 21:49
  Yeah, so do go and check those out and just having a look at those
• 21:51
  will give you so much inspiration.
• 21:53
  And little disclaimer, even if you are not over 45, the transition ideas are
• 21:58
  great because I've been looking at them too as a 35 year old and thinking, I
• 22:02
  don't wanna do lots of dancing either.
• 22:03
  And there's some great ideas in there.
• 22:05
  Sue's also got some great tips on there.
• 22:06
  So do go and check them out.
• 22:08
  Right.
• 22:08
  Let's dive into another little overview of one of my clients.
• 22:11
  Now this time we're gonna go to Pink Peony weddings, who's a wedding
• 22:15
  stationer and wedding stylist.
• 22:17
  I know she does a little bit on real.
• 22:18
  She's very visual in her work.
• 22:20
  Let's have a quick Roundup of what's going on on her Instagram.
• 22:23
  Sue: Okay.
• 22:24
  So we got a nice name here, wedding stationery and stylist.
• 22:27
  I don't know what kind of stylist she is.
• 22:29
  So when she says styles, is she a hair stylist or there needs to
• 22:32
  be some more context with that.
• 22:35
  Her photo's lovely.
• 22:36
  She's holding up a card.
• 22:37
  We can't see what's on it.
• 22:38
  It looks like a business card, but it's.
• 22:41
  Stationary.
• 22:42
  So if she's gonna hold up something, it needs to be more obvious than just
• 22:46
  someone trying to guess what it is.
• 22:48
  It looks like she's holding up a business card.
• 22:50
  We don't need to know that she's a wife or a mom.
• 22:52
  That's not really relevant.
• 22:54
  She can show it in her stories, but she's a professional.
• 22:57
  So how long has she been doing what she's doing?
• 22:59
  She doesn't tell us she's a wedding stylist, so, okay.
• 23:03
  So wedding stationery.
• 23:06
  Wedding stationery and stylist, but like, what does that
• 23:09
  mean to be a wedding stylist?
• 23:10
  Does she actually do the design work?
• 23:12
  The floor?
• 23:13
  Is she in charge of the florist or the planner of the wedding?
• 23:16
  So there, there needs to be more information there.
• 23:18
  You don't need to put periods in your bio.
• 23:21
  So she has a period, uh, based in bed for cheer.
• 23:25
  That's that location she's better off putting the UK flag in her.
• 23:31
  SEO name, field, because that's in the UK and people will know
• 23:36
  anyone in the UK working in the UK should put the flag there.
• 23:41
  Styling prop higher stationary.
• 23:43
  I have no idea what that means.
• 23:45
  Click here.
• 23:46
  Why?
• 23:46
  I have no idea why I should click here.
• 23:47
  So she's missing the, she's missing the authority lacking in, um, details and she
• 23:54
  doesn't need to put her link tree twice.
• 23:56
  She put it in the bio and then she put it as a hyperlink.
• 23:59
  So one of those needs to be deleted.
• 24:01
  And when I tapped in, she has way too many links.
• 24:03
  One, two, 4 5, 6, 7.
• 24:06
  And the most you should have is three because people, if
• 24:09
  there's too many choices, people aren't gonna click anything.
• 24:11
  So less is better.
• 24:12
  Becca: How do you feel about link tree?
• 24:14
  Do you think people should use the link tree or should they have just one
• 24:16
  link or send people to their website?
• 24:18
  Sue: We have a YouTube video, all about link tree, how to use it for anyone
• 24:22
  looking Sue B Zimmerman link tree, um, on YouTube, we can link my channel.
• 24:26
  We can find that video and I have we've used it strategically.
• 24:29
  And right now we're being very discerning with one link and our conversion's
• 24:33
  great into our free training.
• 24:34
  So it all depends on what your goal is for someone like.
• 24:38
  Um, I don't even know what her oh, Kelly, for someone like Kelly, it
• 24:41
  makes sense to have multiple links because she does a lot, one more thing.
• 24:45
  I'm looking at her highlights.
• 24:46
  So pink Pink Peony wedding.
• 24:47
  So every highlight should be a Peony not a, it looks like she's an herbalist.
• 24:52
  When I look at her highlights, so peonies are beautiful flowers, so let's
• 24:57
  see the pink peonies as the highlights.
• 25:00
  Great
• 25:00
  Becca: idea, Kelly, if you're listening, go change all your highlight
• 25:02
  covers into beautiful peonies.
• 25:04
  Now, one thing that's come out in all of your reviews so far is that
• 25:08
  you're saying people aren't putting their authority in the Instagram bio.
• 25:11
  Why do you think that's important for them to tell people how long
• 25:13
  they've been doing something?
• 25:15
  Sue: Because I wanna hire an expert, someone with experience.
• 25:18
  I don't wanna just hire someone that's just starting out unless
• 25:20
  you've got some great testimonial.
• 25:23
  Okay.
• 25:23
  Becca: Let's dive in now to some common mistakes.
• 25:26
  Then what common mistakes do you find people doing on Instagram?
• 25:29
  All of the time?
• 25:30
  Sue: There's so many.
• 25:31
  How many do you wanna hear?
• 25:32
  Three number one, everything's so random.
• 25:35
  Their account is random.
• 25:36
  You know, they say that they do wedding parties and then there's
• 25:41
  a random picture somewhere.
• 25:44
  So meaning, uh, a major disconnect.
• 25:47
  So the minute you disconnect someone from the content.
• 25:51
  You lose that trust.
• 25:52
  So if you're gonna do it, go all in on it, especially in the feed.
• 25:56
  So, uh, not having a optimized post, meaning there's no
• 26:00
  hook, there's no description.
• 26:02
  There's no call to action.
• 26:03
  There's no, what's in it for them.
• 26:04
  It's all about, I did this great event and I had all these people love it.
• 26:09
  And it's all about, I, I, I, no, it's not about you.
• 26:12
  It's about what's in it for your follower.
• 26:14
  What's in it for them.
• 26:15
  If they hire.
• 26:18
  um, and we can do a quick little, you know, I'm on the last JN
• 26:22
  sounds on the last account that we wanna look at, go for it.
• 26:26
  The first post I'm looking at back at south farm this weekend, and
• 26:30
  absolutely an amazing night full of hip hop and garage classics, even
• 26:35
  a sprinkle sprinkling of grime.
• 26:39
  So he's back at south farm.
• 26:43
  There there's no, like if you're looking to book a wedding, this location is
• 26:49
  phenomenal and here's why, and when you tag other accounts on your post,
• 26:53
  it takes people off of your account.
• 26:55
  And he tag, he tagged 1, 2, 3, 4 people in the comment.
• 27:01
  And as soon as I tap into someone else, I'm, I'm off of his account.
• 27:04
  And I, now I'm on their.
• 27:06
  so there's a way to do that strategically too, which is a whole
• 27:09
  another conversation for another day.
• 27:10
  Let's just, let's just focus on his bio.
• 27:13
  So JN sounds we have no idea what your name is, so we need to know your name,
• 27:17
  wedding party, DJ, and, um, Hertfordshire.
• 27:21
  And again, I'd put the UK flag, DJ entertainment for real party people.
• 27:26
  I don't know what that means.
• 27:27
  Uh, for people who like to party for people who like to have fun.
• 27:31
  I mean, that's obviously what DJing and entertainment is.
• 27:33
  So there's.
• 27:35
  Kind of stating the obvious.
• 27:36
  I'm not that stereotypical DJ.
• 27:38
  Well, what makes you different DJ and Sax it sounds like that DJ and
• 27:43
  bongos and more so that's good.
• 27:46
  Get your free guide to finding the perfect DJ.
• 27:49
  So I think 10 tips that you need to ask your DJ is a better guide or
• 27:53
  something, and then his highlights.
• 27:56
  He doesn't need to say what his highlight is on the highlight, and
• 27:59
  then say it underneath it's redundant.
• 28:01
  So there's a lot.
• 28:02
  There's a lot of cleaning up.
• 28:03
  Becca: So they go down lots of feedback for you now.
• 28:06
  I'm sure all my volunteers are now thinking, thanks so much Becca for
• 28:09
  putting my account in front of Sue and letting her absolutely destroy it.
• 28:13
  But it's so helpful for them to get that feedback.
• 28:15
  Yeah.
• 28:15
  And
• 28:16
  Sue: I wanna say to everybody, I only speak the truth and it comes
• 28:19
  with a big heart, not a big ego.
• 28:21
  So if any of you are feeling this, hearing this, come on
• 28:24
  over to Insta and let me know.
• 28:26
  And if you have any follow up questions, just ask me, um, and I can.
• 28:31
  Becca: And that's exactly why I got Sue on this podcast, because I like that she says
• 28:34
  it, how it is, because you guys know that.
• 28:36
  I like to say how it is to you all of the time.
• 28:38
  And I'll tell you if I don't think something's working.
• 28:40
  So I'm glad that Sue's done that.
• 28:42
  And hopefully that's been helpful, even if it wasn't your account
• 28:44
  that she was talking about.
• 28:45
  I guarantee you, there's some things that she's mentioned on
• 28:48
  those three accounts that you're probably making the same mistake as.
• 28:51
  So go back in, see if you're stating what you should have, see if things make sense.
• 28:55
  And if you're not sure, show it to someone who doesn't know what you
• 28:58
  do, because they'll be able to tell you whether or not it makes sense.
• 29:01
  Okay.
• 29:02
  One big thing.
• 29:03
  And one big problem we have in the wedding industry, Sue is that wedding pros always
• 29:06
  find that they're getting followed by other wedding pros instead of couples.
• 29:10
  So what should they be doing about.
• 29:11
  Well, this is
• 29:12
  Sue: a reoccurring issue in every industry.
• 29:14
  People tend to follow people in their industry or get followed by people in
• 29:19
  their industry and because of that, they are not reaching their ideal clients.
• 29:23
  So it's really important to do an audit and be very discerning
• 29:26
  and unfollow people that aren't.
• 29:30
  the ones that you are getting inspiration from or forming relationships
• 29:34
  with, and you certainly can get inspo from some of those accounts.
• 29:39
  If they really maybe are your friends and you wanna support them, but Instagram,
• 29:43
  because it's an algorithm and there's many of them, the more you do that,
• 29:47
  the more they're gonna show you that.
• 29:48
  So you're, it's just harder to build the right audience when
• 29:52
  you are focused on that solely.
• 29:54
  Becca: So helpful.
• 29:56
  Now I always finish my interview with the same question every single time.
• 29:59
  And that question for you, Sue is what is the one thing you
• 30:02
  wish you'd known sooner in your
• 30:03
  Sue: business?
• 30:04
  Oh goodness.
• 30:05
  Oh, I wish that I did not pay attention to anybody else that taught Instagram
• 30:09
  marketing because when I started out 10 years ago, I thought that
• 30:14
  there was like a right way to do it.
• 30:16
  And when I looked at everybody else doing it, I, I did draw way too.
• 30:21
  Uh, I made too many decisions based on what I was seeing that they were
• 30:24
  doing and not my own decisions from my own experience, knowledge and wisdom.
• 30:28
  And the more I leaned into my, myself and my knowledge and just showed up
• 30:36
  as who I am and wanna be, instead of wondering, like, is there a right way
• 30:40
  to do this or a wrong way to do this?
• 30:42
  Our business just exploded and we've been able to build a
• 30:45
  multiple seven figure business.
• 30:47
  So that's, there's do not.
• 30:49
  Compare yourself to anyone else except yourself.
• 30:52
  Becca: I love that.
• 30:53
  It's so true.
• 30:54
  It's music to my ears.
• 30:56
  Be yourself.
• 30:56
  Be proud of yourself, who you are and just like Sue, go for it.
• 31:00
  Don't feel like you've gotta be like the other people in the same industry area.
• 31:03
  As you Sue, it's been an absolute pleasure to have you on the podcast.
• 31:07
  I'm gonna make sure all of your links are in the show notes.
• 31:09
  And if people wanna find you or connect with you, is Instagram the best place to.
• 31:13
  Sue: Always it's the best place and all the links will
• 31:16
  be shared in the show notes.
• 31:17
  And I, I, I like to give a little call to action at the end.
• 31:21
  So to anyone whose ears are listening and burning, come on over to the
• 31:25
  Instagram expert and let me know on the last post, what your biggest takeaway.
• 31:31
  Is, and why?
• 31:33
  So I know that you tuned into this lovely podcast and are an
• 31:38
  action taker, like I said, at the beginning and, you know, notice how
• 31:41
  I didn't say come give me a follow.
• 31:42
  You have to earn a follow.
• 31:43
  You don't ask for a
• 31:44
  Becca: follow, love that.
• 31:46
  So go over, take action and show Sue why the wedding industry is the
• 31:50
  place where we take the most action.
• 31:52
  Sue, it's been an absolute pleasure.
• 31:54
  Hopefully you'll make it to London soon.
• 31:55
  And maybe we can go for that drink.
• 31:58
  Oh, my goodness.
• 31:59
  Me, how much did you love that?
• 32:01
  Absolutely epic interview with Sue B Zimmerman.
• 32:03
  I was so nervous.
• 32:05
  I don't get nervous that much, but she is a massive Instagram guru.
• 32:08
  So it was an absolute pleasure to chat with her and have her on the podcast.
• 32:12
  And I hope you found her interview really, really helpful.
• 32:15
  Do me a favor, go spread some love over on Sue's account comment on
• 32:19
  her post and say you heard it on the wedding pros who are ready to.
• 32:23
  Podcast, I'll see you next week.