Laura Higgins Lala Social

36. How to Build an Organic Social Brand

 December 8, 2020

By  Will

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In episode 36 of the Customers Who Click podcast I spoke with Laura Higgins, founder of Lala Social, about how brands can make an impact through the use of organic social media channels.

Social media can be a really powerful channel for a brand, and in fact, smaller brands can exploit this channel really well by being more authentic and genuine, while that can frequently get lost in larger companies as new staff members lose touch with the brand.

Laura Higgins, founder of Lala Social Club and My Marketing Playbook is an online marketing expert. Based in Australia, Laura is a recognised marketing trainer with expertise in social media and content strategy.

Laura works with small business owners who want to cut through the noise. She is all about giving you practical, proven strategies to take you from confused to confident. 

Key Highlights:

08:23 - 21:20 - Why Organic Social Media is Still Important - People use social media to engage with their friends, and other accounts that they feel they have a relationship with, and with people spending 2+ hours a day on Instagram and Facebook, it’s clearly a great opportunity to get in front of your audience. But don’t feel like you have to be on those platforms, if you’re audience is on LinkedIn then be there, if its Twitter, Pinterest etc, thats where you need to be. More and more so particularly this year in 2020, consumers want to build relationships with brands, engage with them and get closer to those brands who share their values, and social media is a great place to be doing this.

21:29 - 30:49 - Myths & Misconceptions about Social Media - The big one is that its a volume game, it’s all about how many followers you get, or even how much engagement you get. Both can be great, but at the end of the day if your account isnt driving traffic to your site, isn’t driving leads and sales, whats the point? The other big one is that you can launch a business or a new product just because you have 50,000 followers. Again, it doesnt really work like that. It’s such a light engagement point with your brand compared to an email list, so once you build that following, move them to your email list. Worst case scenario, the algorithm, changes and you can’t reach as many people, or your account gets hacked or blocked for some reason and you lose it entirely.

31:11 - 43:50 - What are the Key things when Starting With Social - Be agile, and ready to adapt your strategy when things change. There are frequently new features that get launched, and businesses who take advantage of these quickly will benefit from them the most. Commit to being an early adopter of these features, and find ways to make it work. Just because Reels get launched on insta doesnt mean you suddenly have to start dancing in videos. What is your customers pain point, and how can you take advantage of new features or formats to get the appropriate message across to them. Be consistent and have a plan. Don’t try and ad-hoc things too much as it just won’t work, create a plan, create your content in advance, make use of tools like Canva to help you do this, and repurpose content from other areas to bulk out your week. It’s a lot easier than people think to create a good social presence.

44:14 - 58:48 - The Big Mistakes Brands Make with Social Media - Forgetting that its a social platform is one of the key mistakes, and forgetting that its about the customer. People generally arent browsing social media to buy, so if all your posts are sales messages and trying to get people to click through its just not going to work. People are looking for fun content, they’re looking for inspiration. They want to smile, laugh or feel some other emotion to the content their seeing. The other mistake however is to not be clear enough about how someone can contact your business or buy from you. Don’t be afraid to mention they can find a link in your bio, or to DM you for details. Don’t leave it to people to figure that out for themselves (just don’t be salesy in every post…).

59:05 - 1:03:10 - Big Trends in Social Media - Social commerce, and more engaging video content such as reels and TikTok are going to be huge in the next year or so. On the commerce side, brands will be able to be more social and engaging on the platform, but at the same time still allow easy methods to actually buy the products in their posts. 

1:03:36 - 1:07:25 - Laura’s Pet Peeves - Inconsistent branding is a big one, its such an important way for people to identify your brand across different channels and platforms, so if you’re not being consistent with that, you’re passing up a huge opportunity and weakening your brand. The other one is when marketers sensationalise things or stretch the truth and really push people to buy ebooks or courses that maybe aren't that great, and they’re just focusing on themselves really and the sale, they don't really care about the customer.

1:07:38 - 1:09:58 - Laura’s Underrated Aspect of Marketing - Making it fun. Marketing should be fun, it should be fun for the customer, and it should be fun for the marketers working on it. Don’t be afraid to show some personality and make brand values clear in your messaging. Too many brands are so similar because they don’t actually have a tone of voice and even their branding is pretty similar really.

If you’d like to hear more from Laura you can connect with her on Instagram @lalasocialclub. They’ve just launched a weekly video series giving some great business tips around sales, marketing, branding, social media and much more, so check it out!


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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