Algorithms always change. But the three ps remain the same welcome to this week in in marketing. The underpinnings of every single social platform from instagram tick tock facebook youtube of them they are all underpinned by one major principle that interaction equals visibility. If you can't generate interaction on your videos on your post.

And so forth you're never gonna get people to actually see your content. I've heard lots of folks say before well. It's okay as long as people. See my content.

I'm okay with limited views. I'm okay with limited likes as long as they see it. But i'm here to tell you that if you're not garnering interaction. Then by extension you're not actually being shown to anybody because the algorithms are holding you back because all they want to do is keep people on the platforms.

Keep people engaged and the signals. They're looking for is did they watch the video did they comment did they like did they share did they engage. And if they didn't the post is no offense. A dud so today i want to give you the 3p framework in terms of how you should approach social media.

Any social media site tiktok instagram facebook. It doesn't matter any platform to make sure that you're winning on social. So that every follower actually sees your content. So that your past.

Clients and sphere. Actually see your videos and it has an impact in your marketing. Because i gotta tell you marketing is ineffective if the people to whom you're marketing. Never saw the content in the first place being seen is part of the game interaction equals visibility.

Welcome to this week in marketing. My name is jason pantana. I'm your instructor and we are all so stoked that you're here. Watching and learning.

If this is new to you head on over to our channel and tap that big red subscribe button. We definitely want to make you a part of our community and while you're there hit the little bell next to it to make sure the notifications are turned on so that whenever we publish content like this video. You're the first to know about it and more specifically you're the first to implement all the strategies. All the ideas in your business.

Now let's get back to social media marketing. The three p's that i promised they go as follows publish participate promote these are the three elements. The three prongs. The three pillars of social media that so many miss.

But if you get them all right. It's a winning combination if you miss even one of them it's going to limit the performance that you can realize on social media again any platform instagram facebook tick tock youtube all of them is the same three ps and it works every time our first p of the day is publish you need to be publishing content you need to define structure around the content. You publish let's address a. Really big question.

What is content other than a buzzword and content is the stuff you publish across social media period and actually i would argue that social media is not really the right name for it i would now start calling. It social multimedia. That's much more descriptive. It's videos short form videos.

Long form videos. Vertical videos. Disappearing videos. Interactive videos.

It's carousels. It's photos. It's all the captions you add to your content. That's content everything you're publishing on social is content.

So let's play this out for a second if you publish valuable content and somebody says. I'm willing to follow that that's a really powerful signal. If somebody says i'm willing to like that or comment on that i may not be ready to buy or sell now necessarily. But that like to me is a strong indicator that you're on their consideration set.

So that when the time arrives you're the number one pick you're the agent of choice. Now this video is not necessarily about what content you should actually create and publish it's more just saying you should create and publish content. If you're looking for more details or description on exactly what types of content. Real estate agents in 2022 should make part of their mix go watch last week's episode of this week in marketing.

Now the second p in our three ps. We're pushing the ps with jp participate in the conversation. This is a mistake that a lot of agents make they kind of look at social media as a space to broadcast their content. And it is but only if you participate you have to earn that right to some degree because it's a social network.

It involves a i talk you talk italk you talk. It's got a social component to it and so if you are neglecting to comment on other people's posts to dm them to be an active participant on a social network. Then you're missing out. I'll give you an example my linkedin is not where i want it to be but then again i'm not really working linkedin that deliberately so why should i be surprised if i wanted to get better performance on linkedin.

I know what i have to do i have to participate more. But my allegiance is tied to instagram youtube and elsewhere and i get that we have limitations. But i'm saying don't be surprised if you don't work the platforms diligently if you don't participate in the conversation. You're going to run into a limitation in terms of how well that platform performs for you now.

I said from the very beginning that the underpinning algorithmic factor of all the major networks is that interaction. Equals visibility. They look at interaction as a signal of people having a good time on their platform. And their goal is to keep them on those respective platforms.

Why because they want to sell ads. We get it it's a business. But interaction. Equals visibility in other words my content.

If it does not garner interactions views hearts. Likes taps swipes. All that kind of stuff then it will underperform. Now how do i get better interaction well.

I would tell you to invoke the law of reciprocity you should participate you should initiate. How do i do that well that would mean that you should actually go to your followers post and comment on their stuff dm them the stuff. I just talked about but think about the law of reciprocity and how it works to your advantage right now in that way when you comment on somebody else's post their natural response their human response is to comment back in other words if i scratch your back you scratch my back that's human nature. It's called the law of reciprocity and so if you want to get folks to comment on your stuff then you should comment on their stuff.

It's human nature. But it's also algorithmic nature so think about this if you comment on their post. And they reply back that's a signal of interaction interaction equals visibility. So i'll bet you money that you go into instagram and you comment on somebody's post and then they get a notification that you commented on their post.

And what do they do they open up the app and they see your comment and they're gonna maybe like it. And then possibly reply to it they're going to cement that relationship interaction on instagram and then if they're like most people as soon as they're done with their notifications. The first thing they're going to do is go to the feed and start scrolling for a little bit because they're already there on the app. And i might as well scroll for a little bit.

And when they go to scroll. I'll also bet you money that the first thing they're gonna see is the most recent post from you you must publish content and you must participate. Why is it like that well because interaction. Equals visibility.

There is just an immediate exchange between you and that person in their comment thread and so now when they go to the app to see what else is out there chances are your content gets prioritized here's what i'm getting at if you want better reach for your post. Remember if the posts aren't seen if they aren't visible. They're literally doing no good for your marketing. So if you want better reach and performance for your post on social media.

Instagram or wherever else you've got to work the platforms. How do i work the platforms get in the comments get in the dms and the law of reciprocity is gonna come to your aid. Hey. If this content is resonating with you let us know in the comments below and give it a thumbs up so that youtube's very proud of us let's jump into my third p.

Which is to promote it's to publish content participate in the conversation and to promote this is also something a lot of folks aren't doing they're making all this content. They're working their tails off to publish all this content. They're working. The algorithms as effectively as possible and then the content burns through the feeds like we've talked about this on this show.

Before. What is the life expectancy of a post on instagram just for instance and the answer is like a day or two it has the life of a fruit fly and then poof it turns into oblivion never to be seen of or heard of again. I would say to you that you're not leveraging your content to the fullest extent. You should be putting money behind your content in addition to optimizing it for organic performance.

But why not boost it why not run an ad on facebook or instagram to try to promote it and make sure it gets seen by the right people in particular. I would say there's two audiences that you want to target with your content. Because remember your content confers value it garners consideration. The people who like it who watch it they may not be ready to buy sell or transact now.

But by liking it by commenting they're basically saying hey. But you're on my radar. You're on my consideration set. Now.

The audiences that you should target are a your database past clients sphere of influence. All the people in your crm. All the people in your email list they're the ones that you should retarget you can actually upload your spreadsheet of contacts into the facebook ads manager and then facebook and by extension instagram can kind of scan through hash your data. And say like oh.

That's joe that's sue. And it can find the matches based upon the contact information you provide with their user population. So that they can show your content to your database. Why does that matter well it matters.

Because me this if a tree falls in the forest and nobody's around to watch it fall did it make a sound and the answer is who cares because nobody was there to watch it fall in the same spirit of that silly little platitude if i post content on facebook. Or instagram or wherever and my database doesn't see it did it do me any good and the answer is no they didn't see it marketing. Only works when it's seen when it's consumed if the audience. I'm marketing to didn't get marketed to then nobody got marketed to so what would happen if you put some money behind your content and you retargeted your database so that they had to see your content in their respective feeds that would probably be pretty awesome.

I actually published a video on exactly how to do this if you want to watch the video click here if all this facebook ads. Manager. Talk is a little too complicated sounding for you then let's make things really simple just hit the boost button on facebook on instagram wherever and target a 15 mile radius in your local marketplace. What if you started using your actual organic value add content.

The stuff that positions you as the know you like you trust you agent of choice. What if you started positioning that through a paid ad to all the people in your community would it not then by extension grow your audience and grow your brand. I think it would it comes back to the three p's of social media marketing. Publish great content.

Participate in the conversation and promote it to the right people that's it if you do all three of those things your social media. Presence is going to flourish. And it's going to make your pipeline go bananas thanks. So much for watching this week in marketing.

We'd love to hear your thoughts or questions or other ideas in the comments thread in terms of what you want to know to level up your business through the lens of marketing. So until next week. This is this week in marketing you.