Resources & Blog


20 Minute Marketing episode #23

Resources & Blog

20 Minute Marketing episode #23

Gaining over 200k followers on social media

We had a great time speaking with Estelle Keeber during episode 23 of the 20 Minute Marketing podcast. Estelle is the co-founder of Mums in Business Association, the fastest growing business network in the world for mums. Since forming in 2017, MIBA has hosted networking events in over 250 locations worldwide while also gaining over 200k followers on social media.

During the episode, we talked about how MIBA has seen rapid growth on social media in just a few short years. Estelle shared some insights on how businesses can grow their Instagram account. We discuss everything from hashtags to stories and posting frequencies. We then talked about the power of Facebook groups and the value that businesses and individuals can gain from finding the right groups to join. Finally, we discuss PR. Estelle has been covered in many major publications such as Forbes, BBC and ITV. She shares some tips on how your business can gain press coverage and where to look for opportunities.

If you'd like to listen to the episode in full then you can do so right here. It is also available on all major streaming platforms, such as Spotify, Apple Podcasts and Google Podcast - just search "20 Minute Marketing". Here are some of the key takeaways that we learned from Estelle...

Liam

Let's start with Instagram. What is it about the platform that you enjoy so much?

Estelle

My love of Instagram started when I was a wedding photographer. Before we started MIBA, I had my own wedding photography business. Instagram was one of the platforms that I like to use because it was very visual, but I had no idea whatsoever how to use it.

Estelle

With MIBA, we use our Instagram not just for business but to also to show what goes on behind the scenes. People get to know the face behind the business which is absolutely crucial.

Liam

Let's get to the nitty gritty side of things. Starting with hashtags, is it a numbers game? Is it a case of doing the classic five dots in the comments on in the caption?

Estelle

So first of all, hashtag in the post or hashtag in the comments, it really doesn't matter. We've trialled both and don't really see much difference. That's one myth blown away.

Estelle

What's important is that you remember that each one of those hashtags is a way to be found. So, you need to think about words that your ideal client is going to be searching because you want to come up in their searches. You use words that describe your picture, your business, and words that your ideal client is going to be looking for.

Liam

What is your approach to post frequency? And has that changed now that you've got an established account?

Estelle

Okay, so rule of thumb in general, I would say that posting once a day consistently to your main feed, and then three to five times to your Instagram stories. When we started the MIBA account, I would post probably between one to three times a day, depending on the content that I had. We now tend to post once or twice a day consistently.

Liam

How far in advance do you schedule those posts? And are you using any tools for scheduling?

Estelle

I like to use Later Media. They are brilliant. They allow you to plan and schedule your Instagram and Facebook. I just schedule my Instagram posts from there.

Estelle

I tend to schedule probably one to two weeks in advance, we have a really clear view of what our marketing plan is. So, for things like promotional posts, I know what I'm going to be posting ahead of time. But I'm also very flexible in the fact that if I if something happens then just post as and when I want.

Liam

We're going to move on to Instagram stories. I know you mentioned that you use them frequently. How can businesses use stories to their advantage and gain followers or get people to their sites?

Estelle

I absolutely love Instagram stories I've been banging on about this for probably the past year. More content is being consumed using stories than ever...

Estelle

They're very quick to create. You can create stories in the space of a minute. And, you only need to think about the bare essentials. It's a great way for you to show behind the scenes of your business. And this is what people want to see. They want to see what you do within the business.

Liam

Including polls and quizzes is a great way to generate engagement too which you can't include on a normal post...

Estelle

Most definitely. They're a brilliant way for you to create warm leads as well. So, when you're using the poll stickers, and the question stickers, you're getting feedback from people.

Estelle

You gain information from those people that are taking part. So, if you are asking people, do you like podcasts or blogs? All of those that say they like podcasts, you can then say, "hey, I've got a really great podcast, why don't you check it out?"

Liam

Moving away from Instagram, you've also built big followings on several other channels and you mentioned LinkedIn, Facebook, Pinterest, Twitter. Do you have separate content strategies for each?

Estelle

We change them slightly, but the content that we share across the board is kind of very similar. So obviously, on Instagram, it's very much image based. On Facebook, it's always a case of the personal posts seem to go down really well. Then on Twitter you only have so many characters. So again, it's just using the content that we have and tweaking it slightly for the platform that we're going to be using it on.

Liam

Let's finish with a few questions on PR. You've gained a lot of PR coverage from highly established sites like Forbes Daily Express, BBC, ITV. And a big task for marketers as obvious is obviously to increase exposure and get backlinks from credible sites. Do you have any advice for marketers on how to gain PR attention?

Estelle

I would say be the person that doesn't go away. That would be tip number one, we have been told no many, many, many more times than we've been told yes. And I think that people appreciate the fact that we don't go away.

Liam

When you did become successful on some of those big sites, was it a case of you reaching out to individual journalists? How did you get in touch with them?

Estelle

I would say keep your eye out all over the place. Twitter is a great way to connect with journalists. A lot of journalists will post on Twitter that they are looking for specific stories. So that would be one of the first places that I would say go check out if you're looking for more press.

Estelle

It's also about putting yourself out there and connecting with people. Start by having a list of all the different places that you would like to appear. It's just about writing a list being clear on your calls, and then pointing out who is it that you need to talk to? And then showing them that passion for what you do.

Cutomer Account manager
by Liam Quinn | Marketing Executive

Hi, I'm Liam, Marketing Executive at Reach Interactive. I have a background in international marketing and love branding, social media and seeing how companies communicate with their customers.

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