​It's time to expand your Facebook Video Strategy. Remember that the keys to building your audience is to be consistent and to deliver value in 1-2 minutes. Value is the most important factor for Facebook Algorithms, but daily videos that engage followers can also improve your reach.

So what should you do to deliver value? Here are some suggestions:

1. Share daily tips, tactics or advice. You are an expert. Consider the problems your audience is likely to have and offer quality solutions.

2. Share on Location videos. Are you at a show, event, etc.? Share news, updates and reports from your smartphone. Just shoot, upload and share. It allows your followers to be there.

3. Answer frequently asked questions via video. Think of questions you are asked all the time and reach a wide audience with the answer. Video allows for a very clear and direct answer with visuals if necessary.

4. Create 45-90 second explainer videos to attract attention and awareness and continue to position yourself as an expert. This is a great touch point path to conversion that helps to decrease time in the conversion cycle.

5. Create a video ad campaign. Make sure to include a direct call to action ("shop now", "learn more", "sign up"). Once they do, make sure what they get is relevant to the CTA. If you use "shop now", sell something. If you use "learn more" provide information. If you use "sign up" create a sign-up collector form for email, a contest, etc.

6.Use the Facebook Video tab to create playlists and featured video. Compiling related video together helps your audience have an in-depth, focused experience. When you feature a video make sure to add a headline, text with links and a running comment stream.

IMPORTANT NOTE: Facebook measures a video as "watched" after 3 seconds. For comparison, YouTube uses 30 seconds. There is no right or wrong, but when you analyze your Facebook video campaigns make sure you understand your numbers are based on a 3 second minimum watch.

Written by Anne Cecil, founder of ONO-Made in the 191. Anne has over 30 years professional experience in retail merchandising & management, product design, coaching, public speaking & consulting. Her posts focus on helping retailing maximize profits, floor space & creating impactful merchandising. ​

There are 2 ways a customer comes to you through Facebook. One is that they do a search and find you. The other is that you reach out to them through ads, or boosting your posts. Here are 3 things to do to make sure that you are leveraging both communication paths.

First, optimize your Facebook profile to make it easy for people to find you. Go to your profile on your business page. Hit the About link, then Edit page info. Make sure your user name is your business name. Maker sure to check all the info here and update when necessary. Use a specific descriptor with your Name, for example: All Around the Barn - everything for your horse. This will help people find you.

Next, use the native video tool in Facebook to create a 30-90 second video post that is useful information. It can be about a new product, a new way to do something, expert advice, etc. It should NOT be promotional. These videos are showing a +135% reach. That means +135% more than your average post!  To really leverage your video, use the Boost Post option. Yes this will cost you a bit of your marketing budget, but it is worth it. There are two ways to maximize this tool. First, make sure you are boosting to people within a certain mile radius to your business. Next, use the interest box to reach people who will want your products. You might use terms like Horse care, Equestrian apparel, etc. You can also put in a brand or organization to hit people who have the same profiles characteristics. I like to do one boost per interest so I can track what terms are most successful. I can learn what topics and messages work with which groups. In a few weeks, I can use this info to create a pretty efficient, cost effective out reach plan. Start with one video this week and you'll be on your way to manageable and successful strategy in no time. The key to social media success is efficiency for you and consistency for your customer. We'll discuss that next time.

Written by Anne Cecil, founder of ONO-Made in the 191. Anne has over 30 years professional experience in retail merchandising & management, product design, coaching, public speaking & consulting. Her posts focus on helping retailing maximize profits, floor space & creating impactful merchandising. ​

I am thrilled to be representing Essex Classics. I began working with them in August of this year and they design and produce an elegant line of show shirts and ties. If you don't already know, their talent yarn shirt is “the shirt” that so many hunter jumper riders prefer to wear. It has the following features: 

​This December, just in time for the winter circuit, shirts with brand new trims will be introduced.  I have been booking the new patterns and I’ve found the Danny & Ron’s print is already a huge hit.  Several, if not all of my Essex Classics accounts, have booked this print.  They have bought it not only because it is adorable but because their purchase is going towards a very good cause.

​For every shirt sold,  $15 will be donated to Danny & Ron's Rescue in Camden, SC & Wellington, FL. Essex is donating $7.50 per shirt and stores are being requested to do the same.  Men’s ties will also be available in this whimsical pattern and for each tie sold there will also be a donation to the rescue. 

Ladies long sleeve shirts will retail at $130.00, short sleeve for $115.00 and Girls long sleeve at $105.00.

​I think I see my dog Molly in the pattern so Bill will definitely be getting a tie for Christmas.  Several other brand new trims such as palm tree designs, colorful dots and flowers in a geometric pattern will be available early in 2017 and they will be we continuing with the Cheval and Catena designs since both have been so popular.