This week on Clean Chat we are discussing all things social media marketing. When starting your own business, it is easy to focus all your time and energy on creating your perfect product. Your time is precious and the overwhelming task of creating a marketing strategy is often put on hold. However, a top tip from social media expert, Cadi Jordan, is to invest your time early on in creating a plan and a strategy for your business. Don’t forget to allow for a little flexibility but in the long run, it will definitely be worth while and will save you time and money.
Cadi has been working in the health and wellness sector for over 20 years and currently through Jordan Consulting, she helps spa’s and clean indie beauty brands asses their needs and create marketing solutions. We were very grateful to Cadi for collaborating with us on a webinar for our membership program called ‘Run Your Social Media Like A Business’. In this webinar Cadi discusses a tonne of practical tips and tricks to help you get the best out of your social media presence while saving you time and money as well as touching on influencer marketing and content curation and creation. You can check out the webinar here or click here for more information about becoming a part of our membership program.
In this episode of Clean Chat we also discuss the biggest mistakes that Cadi see’s brands making on social media, including sharing content that is off brand or not a high quality. We are all too aware that creating quality content takes time and for indie beauty brands with small teams, time isn’t always on your side. However, trying to put aside one day a week or even one day a month to focus on creating beautiful visuals or instagram and relevant and informative content for your blog, can make all the difference to the growth of your brand. Cadi also notes that although there are a growing number of social media platforms out there, and that you should try and save your account name on as many as possible, Instagram is currently the place to be.
Thank you again to Cadi for sharing her social media tips and tricks on Clean Chat this week, as well in her webinar collaboration with us (which you can check out here). Now onto the show! Listen to the full episode below, on iTunes, or check out the transcript…
Raquel:Hi there and welcome to Clean Chat. I’m the host Raquel Wing, founder of The Clean Hub. Every Thursday we help to grow the clean and natural beauty industry by interviewing key experts, founders and influencers so people can make informed decisions. Check us out at thecleanhub.com to learn more. Now onto the Clean Chat podcast…
Raquel: Hi there and welcome back to Clean Chat. Today I am so excited to introduce to you are newest expert Cadi Jordan from Jordan Consulting. So Cadi has just launch her course with us ,‘Run Social Media Like a Business’, with lots of goodies such as a social media strategy plan and a blogging for business worksheet and we also talk about social media platforms, editorial calendars and more. And you’ve probably heard about Cadi if your in the wellness or natural beauty brand sector. But I’ll let her tell you a little bit more about herself in a minute. But thank you so much Cadi for coming onto Clean Chat today. I love chatting with Cadi because she’s such a positive and bright ray of sunshine every time we talk to her. So thank you so much again Cadi for coming on.
Cadi:Thank you for having me!
Raquel:No problem! So Cadi, can you tell us a little about yourself and your background and how you got started into Jordan Consulting.
Cadi:Yes for me I started in the health and wellness industry over 20 years ago now and I started because I actually used to work in health and wellness of a different kind. I worked doing consulting and therapy treatments with family’s on the spectrum, of children with autism. And I also landed myself in the school system as well and I just got burnt out with what I was doing. I was like this isn’t health and wellness (laughter), and this isn’t taking care of myself anymore. And I moved up to Whistler here in British Columbia and I had some friends that worked at the spa at the Chateau at the Vermont property, and they said we are one big happy family, you need to come and check things out and come and work with us there because it’s a really happy environment, obviously its health and wellness and you’d really enjoy it over there. For me I was like, a spa! (laughter). But that age I was in my 20’s and I’d been to physio for growing pains when I was younger, what’s a spa! (Laughter). So I was really in for a treat when I landed there. I went through some great training program and had my first treatments just to have a taste of what the spa was, facials and head massage. So getting introduced to the spa like that was quite a treat. And from them on I sold that treatment like candy. So I worked in the spa industry for quite a few years, and then I moved back to Vancouver, British Columbia where I was the Assistant Director for a integrative massage school, a holistic massage school. The students learned some reflexology there and a little bit of therapy as well as things like deep tissue based on the rock and trigger method. Just a really nice approach to health and wellness there. So I ran the school until I got married and had children. That’s when I started Jordan Consulting. I launched this business thinking it would be great to work from home and we will just see where this goes. And 9 years later here I still am, I always had a passion for natural health and I’ve done a lot of digging for the spa brands claimed to be natural. They had natural ingredients but they weren’t necessarily natural. And so that’s, yeh I’ve done a lot of digging over the years. And that’s how I started there.
Raquel:Awesome, and could you tell us about what sorts of brands do you specifically work with and what type of help do you give to them at Jordan Consulting?
Cadi:Well what I do is I work with spa’s, I work with nutritionists, and I do work with a lot of clean indie beauty lines. So in that respect I do have is done for you solutions. We do a discovery session first, we find out what your business needs, so I can take that off your plate with my business. But I also do a lot of coaching and consulting as well. So if a brand or a business is getting started up and they need a plan that they can implement themselves or they have someone in house, then we can work with that plan, I can provide coaching and training in that respect so you can get that done yourself. So I do a lot of speaking and engagement, I love getting invited onto podcasts and webinars like you have done here with The Clean Hub, and just trying to provide information to people at different stages of their business really. I love start ups, I am passionate about them because I know that they need extra boost and there’s really great ways of learning even if that’s just watching a webinar or getting some tips from places like The Clean Hub.
Raquel:Speaking of which , you are an awesome expert and like I mentioned before you taught our course on how to run social media like a business. Can you tell our listeners a little bit about what they can expect from the course and the major points to pull out from the course that you think would be helpful for an indie beauty brand?
Cadi:So with the course that we uploaded for The Clean Hub, ‘How To Run Your Social Media Like a Business’, takes you through various steps so you have some tools that you can implement in your business. Things that will, there’s some tips in there that will help you launch or get your business up and rolling on social media kind of right from the ground rules. Making sure that you lay out a plan for yourself. Were giving a workshop right now and there’s 100 of you in a room, there would be you know 90% of you who would put your hand up and say that you do not have a plan (laughter). And its really important to get started with a plan, so it talks a little bit about that, it gives you a list of some of the tools that you can use in your business to help you run your social media and free up your time. We talk a little bit about the work that’s required upfront, because it always a little bit more work upfront to get things rolling, but once you have your own system in place that’s when things get a bit more rolling smoothly for you and it frees up your time a little bit more too.
Raquel:Yeh awesome, she also talks about influencer marketing and editorial calendars and were very grateful that she’s also given us some great worksheets, practical tools and tips on how to get started with social media strategy and also blogging which is very important for your business. So thank you Cadi for that!
Cadi: Your very welcome.
Raquel: And so, switching subjects a bit, what are some common mistakes you think people make as far as branding and social media goes?
Cadi:Ahh so common mistakes that I do see out there as far as branding goes, and what’s happening out there is maybe your just getting started or maybe you’ve been established for a little while and your just throwing out content, you are putting images say on Instagram and maybe the quote that’s overlaid is cut off, its not the correct sizing, and there’s just content going out for the sake of content going out. And I’ve also seen images for example, maybe you’ve got some great images that your putting out for your business and their really well done, but then for example, maybe you shared a contest for that sleep consultant, and that’s still health and wellness but its totally off brand and it doesn’t match your feed and it doesn’t look very nice. And its great to share the love but maybe you could of shared it to your insta story for example, somewhere where its not going to last as long as sitting in the feed. So yeh those are definitely some common mistakes that I’ve seen out there as far as sending out your social content. Just sending things out that really aren’t on brand for you, and from having a plan in place of what your going to share and testing what works too. You want to make sure what your sharing our there is working and people are clicking the link and coming back to your website or the site that you’ve been sharing, reading that content. Your staying relevant in the industry. I’ve definitely seen content going out that’s not relevant anymore and you really want to make sure your staying on top of it and staying relevant.
Raquel:Yeh, do you think people are not making enough time, like you said there just having someone put photos together?
Cadi: Yeh definitely, even when I do discovery sessions I have people say their guilty of like putting out content because I know I have to be there, but its not there thing, they’re creating the product, they’re making the product for example, and there their spending time on their marketing and social media later. So it really is about getting that upfront time set up well in advance if you can. That does play a part especially for smaller indie beauty brands that just being able to do some worksheets, marry it with your business plan, it all kind of spills out into each other so you just want to make sure that’s happening and everything is integrating together. Upfront, your time investment can be much more and it still really depends on the business. So yeh if you want to really make sure that your marrying everything, you’ve got that plan in place upfront and your going to spend that little bit of time more so upfront and it will be less time along the way because your going to have your groove on and know what works for you. Maybe you sit down on a Monday because it’s a quieter day for you and you write 2-4 blog posts on that day but that’s your content for the month for example. So just scheduling in what’s a priority for you too. And there’s a lot of businesses out there that can take amazing photos, whether they have a camera or a really great smart phone that has a great camera on it and they’re able to play with that and get some great images in a batch form so they have those images that they can utilise. There’s resources out there, photographers to take flat lay images and beautiful product shots that if you can afford to set that aside and get some nice batch photography done, I always recommend that too.
Raquel:Okay so obviously there’s so many different types of channels and you have to get so much information, like I’ve been told differing points of view on what sorts of channels, like is it Instagram, is it Facebook, is it Pinterest, that you should be putting your information on? And there’s so many different platforms to be able to do that, so like we were talking about earlier, there’s so many new platforms that are cropping up everyday, is there a worry about spreading yourself too thinly or what platform do you think would be the best way to simplify your life? What would your suggestion be?
Cadi:Yes I always recommend that you save your account names on different social media channels whether our going to use them or not. Save them because you might use it next year or the year after, at least you’ll have that saved. And a brand that pops up across the world from you with a similar name then cant use the name. So always save your social media channels on different platforms. But as far as spending time, you don’t want to spread yourself too thin. You do want to try and work with one and do it well and then build form there. Some businesses can handle 2 or 3 even and start to do them well, so it just depends on the size of your business, what kind of man power that you have, and how you want to get yourself out there. As far as clean indie beauty brands go I think its pretty well know that Instagram, is the place to be. You’ve got a visual platform there for people, you have the shoppable features. That is a really great spot to be so, so I recommend trying to get product photography done if possible, it just depends where you are, I know there are people that have some great cameras and can take the photography themselves. Just be mindful of what you want your look like and how it is presented online. For example I do have a client doing some consulting work with, and she said, I can take some photography, and an image popped up the other day, I asked her to share it with me first, and she had super imposed a picture of her product on top of a beach background. (laughter). And she actually lives really close to a beach! And I said no no no, you need to go outside (laughter), and then I said to her some very specific examples of some images that she could take on her own. Because she does actually have a really great camera. She can do that, its just a matter of blocking off the time. So just be careful about how you want your brand represented out there. But Instagram is the place to be and you can use up to 30 hashtags in a post over there as well which helps you be found. You know interchange with you putting them in with your comments section or dropping them into the comments sections down below as opposed to the caption. Switch those out from time to time. Make sure your switching hashtags down because there is a big buzz about shadow banning and using the same hashtags all the time. You don’t want to be too scared over that and advise that goes around about that but you do want to switch up your hashtags and stay relevant. It has to actually apply to your post. So if it’s a lifestyle post as opposed to a product for example.
Raquel:And you were telling me about a company earlier today that’s helping you save time and money. Can you tell us about that, Lately?
Cadi:Oh Lately yes, its fabulous. Full disclosure they are my client, I am working with them. In 9 years I have had opportunities to try a lot of different tools and there are many great tools out there and I do tough on them in the course. It really is about the tools that work for you. But for Lately, what I love is they do have is a AI feature, artificial intelligence feature, they have an automatic social post generator. So when you write your post you can put that into lately, you drop your link in, the link can be shortened with a Bitly shortner, so you can track it and see how many times that linked has been opened etc. But what happens with the automatic social post generator is that it creates a tone of content for you. You can use it for Facebook, Twitter, LinkedIn, Instagram. There isn’t direct posting to Instagram now of course because you have to have special permissions for that as a tech company, which they are working on and are getting closer to. But you do get a notification to your phone or email that now its time to post and just like some of the other Instagram schedulers out there. But instead of having to pay that separate Instagram tool that feature is in Lately so you can really free up your money by having everything all in one dashboard. With the AI feature, the automatic social post generator, what happens with that is you then get a whole bunch of content generated and you just go in and edit it for context, so that the copy is all ready written for you because you already wrote it in your blog post, you’ve already taken care of that part so you don’t want to make more work for yourself. This helps you create all of your social content all in one spot. And it’s a pretty amazing feature and my favourite feature because time is my love language above anything else and it does help save a lot of time.
Raquel:That’s right yeh, me as well speaking of saving time, as a founder of a business it quite important to create content and stay relevant and obviously your number one priority is to talk to your customers and know what they like. That’s way obviously most founders are creating all the content themselves just to test and see first hand what works. At what point do you think founders should say you know what, its time for me to outsource it, it has to be quite affordable for them as well but when is the time period that you notice people switch off and give that task to someone else?
Cadi:Are they hiring someone in house or are they outsourcing? I think you want to be really careful with that obviously and when your working in this space you want to make sure that there is a proven track record out there before you hire someone, either outsourced or bringing someone in. That they are able to understand the different platforms, that there is a background there. You want to make sure that you have a budget in place because different providers that operate in that space, like myself, you just want to make sure that you have a budget allocated to your marketing in that respect. Me, I always recommend Facebook Advertising because it is integrated with Instagram so you van have those adds running over there in two places kind of for the price of one almost. You also want to make sure that you have strategic planning, I have worked with a lot of people who have said I run Facebook Adds and they don’t work! But they do work when they are done well and you have a proper plan in place around them. So you want to make sure that you have a budget and I think when you are a fresh start up and you start generating funds in your business, sometimes that part doesn’t get allocated. Marketing is more a thought for the collateral that goes in with the product box and the packaging. People think of those types of things that can be very expensive, but they don’t think upfront about what does their online presents look like as well and do they have a nice website. There’s lots of providers out there, you can get affordable websites that work very well and it just depends what you want to do if you have the shopping feature on your site. Obviously your going to go upwards in cost for having a shopping cart and those types of things depending on the platforms that your using. You just need to allocate your time really well. So if you find yourself slipping and not able to share consistently or your not creating content consistently for your brand then maybe is time to look at outsourcing some pieces there as well. Along that to, when I say consistently, Google really likes us to have a lot of fresh content. So for those that can do it, I recommend one blog post a week but if your doing one a month that more than other people out there as well.
Raquel:Thanks, that’s great! And my next question is how far in advance do you think you should have a marketing strategy for? Is it a month? Is it 3 months?
Cadi:There should be an umbrella marketing plan. I work with businesses that kind of want to have 6 months or a year in place and others who want to do 3 months out, like quarterly even. So having an umbrella plan in place is good, but then things might change. Even for me for example, being able to share being on some podcasts like this – they come up as the year goes. Its not like they are there when you plan your year out. So yeh with a marketing plan you really want to make sure that you have an umbrella plan in place, whether that’s 3 months or 6 months or a whole year, that works for your business. You might want to block off your time off first, because you might not take time off in your business. Were all guilty of it as entrepreneurs. So block off your time off and say I’m not working this week or for this particular day or I’m at a conference or an expo. So you want to block off that time so your giving your full attention when your there and not working in your business. And from there you want to add in things like you know your launching a new product, so write down what’s going to happen around that product launch. Monthly topics around skincare goals or seasonal factors, promotions or maybe you like to celebrate national ice-cream day or holidays that you want to block off in that calendar. And you do want to put those in but then things might arise where you are invited to come to a specific expo, for example or maybe your invited to speak somewhere and that’s something that you cant project, you know too far in advance because when your leveraging social media in your business your going to get invitations to do things at different times that crop up in your business and you will switch things up on the fly with what your doing each week. Have some flexibility.
Raquel:Yeh you saying that you know 3 months would be a dream for me (laughter)! We need to be, I think the key is structure and organisation because even if as you say things come up and you have to switch it around its about having stuff in place. Because you know for the longest time we would have things a day, two days, three days, and you don’t want to be like that. You don’t want to be in that position (laughter), you want to go to bed comfortably every night where you know your not worried about what’s your plan, what’s your marketing plan, what’s your strategy. And for a lot of people starting in business, and luckily were not doing that anymore, but also of people starting in business its one of the last things they think about. They just start putting things out there, but the key is to have a plan, put a content plan together, get images and quotes that makes sense and content in general that going to resonate with your audience. And it doesn’t have to be what everyone else in the beauty industry is doing because I feel like every time I go on its bathroom inspo and quotes you know the same things and it doesn’t have to be that. Its just whatever resonates with your audience in general.
Raquel:So thank you so much Cadi for your time! So Cadi mentioned this a little bit earlier today but where could people get a hold of you and talk with you about your services?
Cadi:You can find me almost anywhere @CadiJordan, you can send me a tweet on Twitter over there or on Instagram. My business page is Jordan Consulting over on Facebbok and my website is cadijordan.com.
Raquel: Thank you, and obviously check out her webinar with us, ‘How to Run Social Media Like A Business’, its so helpful I made our team watch it as well (laughter). So thank you so much Cadi for your time and thank you to all the listeners and viva clean beauty!
Cadi: Yes viva clean beauty!
Raquel:Thanks for listening to Clean Chat everyone! Don’t forget to rate us on iTunes, chat soon and viva clean beauty!