Hilary Topper: Creating Your Social Media Strategy
by Tim Healy
Facebook. Instagram. LinkedIn. TikTok. Today, it seems like there’s an endless number of social media to join. We follow friends, entertainers, and companies, trying to make our pages stand out from the rest. But how do you set yourself apart from competing businesses? My guest today knows how important it is to have the right social media strategy in place.
My guest today is Hilary Topper. She is a blogger, writer, podcaster, and triathlete. She is also a marketing maven who is here to help all of us build a social media strategy for our brands.
This week’s episode of The Profit Express is brought to you by Corbett Public Relations, Promoting and Protecting Businesses and Brands for over 30 years.
The HJMT Brand
Hilary is a blogger, podcaster, writer, triathlete, traveler, and a music lover. As she explains at 5:40, it is important that her brand represent all of these facets of her personality. Many business owners choose to let their PR person be the one to face the world, but it is impossible for customers to get a sense of who you are that way. There is an old adage that rings true: “We do business with people we know, like, and trust.”
Setting Yourself Apart
There’s millions of people on social media, and standing out amongst a crowd can be a daunting task. At 8:50, Hilary offers some advice to people who think their chosen industry is too “boring” to appeal to a wide audience. She uses the example of a client who put a unique spin on her legal business. Think about what you love and are passionate about and turn it into your own brand.
Content, Content, Content
Since 2010 when she launched the Triathlete’s Diary blog, Hilary has created unique content – a lot of it. Listen at 14:40 as Hilary speaks about the importance of following a content schedule. She recommends blogging at least one a week to make it obvious to your readers that you are serious. It all comes down to figuring out why you are doing this, and what you hope to get out of it.
Creating Your Strategy
The Profit Express is now on Instagram! This was the first time Tim was on the social network, and like many, he found himself overwhelmed by all of the content. He watches what Hilary does, and is in awe over how she is able to put herself out there.
At 21:25, Hilary talks about some ways for brands to start branching out on social media for the first time. She believes you must be transparent and try to connect with people. Try promoting different products or services. Run a giveaway. Research hashtags and comment on other posts that use them. Even if you hire a professional to manage your social media strategy, you still have to be involved. It takes time and a lot of work to grow a following.
Best Brand Examples
Chances are, you follow several brands online, all with their own social media strategy. But who is doing it the best? Listen at 36:03 as Hilary discusses some of her favorite brands on social media. What sets these brands apart? They work hard to get an emotion out of their followers – even laughing or crying will result in interaction and engagement.