Last year, I launched my biggest creative project to-date. She is called Sacred Social and if you’ve been hanging around here or following along on social media for a while, then you’ll most likely know about her!
You might have seen an Instagram image or a blog post or maybe even an email talking all about Sacred Social but today I want to take you behind-the-scenes of her creation and show you what it took to put it all together.
There is a lot to talk about (probably enough to fill my editorial calendar for a year!) but today I want to show you behind-the-screen of my social media.
I write and talk and teach about social media each and every day. I’ve been managing social media platforms for over three years and there isn’t a day when I’m not checking in with social media strategies and publishing social media posts across a variety of platforms. I thought I knew and had done it all!
But launching Sacred Social on social media… it was something else. And I found myself exploring a side to social media that was completely new to me.
So here are the things that I did and the things that I learnt about launching on social media - broken up into the seven core pillars of sacred social media (which you can learn about here).
Intention is about showing up on social media with a clear vision and purpose - despite any limiting beliefs or mindset blocks we might have about social media.
While I feel like I generally have a good idea of my social media goals and any blocks that I have about achieving those goals, launching on social media took it to the next level.
I set so many goals when I launched Sacred Social - enrolment goals, revenue goals, list-building goals and even goals about how I wanted to feel during my launch but with all those goals, I failed to set clear social media goals.
This meant that I often felt lost and uninspired on social media during my launch. I couldn’t see the bigger picture or the impact that I was making and that meant that showing up on social media was hard.
While I didn’t set or write down any clear goals, I still made some very conscious decisions when it came to my social media. For example, I made the decision to show up on social media three times a day in the first week of the launch. While this felt uncomfortable to me, I knew that it served my bigger vision and was able to anchor into that decision.
This doesn’t mean that limiting beliefs or doubts didn’t show up during the launch - they still did. I still worried about the amount of times that I was posting each day. I still felt like I was being “annoying” and “over the top” but I was able to move through those blocks knowing that I had made a very strong, conscious decision to show up in that way.
Connection is all about finding and building your soul tribe - these are the people that you want to purchase your offering!
There are two main ways that I worked on connection during the launch:
1. Created a new hashtag library: Just before the launch went live, my team and I created a new hashtag library with hashtags that were more specific to Sacred Social. We also included more sets of hashtags, knowing that there would be an increase in posts during the launch.
Want to learn more about how I create hashtag libraries? Click to read this blog post all about it!
2. Spent more time engaging on social media in the lead up to the launch: I knew I wouldn’t have a huge amount of spare time during the launch so I focused on engagement two weeks before Sacred Social went live. I looked at the types of people that I wanted to purchase Sacred Social, worked out where I could find them online (e.g. I knew my ideal participants were Beautiful You life coaches and doTERRA wellness advocates) and then went and connected and engaged with them online. This resulted in some great new connections (one who went on to actually buy the course).
While these two strategies worked well, I failed to show up on social media and connect during the launch. This left me feeling disconnected and like I wasn’t giving enough to my soul tribe.
Expression is all about creating a brand that is authentic and true to who you are and the offering you’re sharing during a launch.
I’m usually very clear on my brand values (connection, creativity, authenticity and transformation) and feeling words (feminine and soulful) when showing up on social media. But with a new offering, I revisited my brand and decided to change up the feelings words to be: sacred, magical and luxurious. I believe that these feelings words were reflected in all of the content that I shared on social media during my launch.
Another huge part of expression is crafting a signature story which I did in the blog post ‘How social media changed my life'. Content from this blog post was also used in a series of social media posts to promote Sacred Social.
Here is a little example from Facebook:
Want to know more about crafting your signature story? I talk about it here!
Finally, I worked with Elle from JuJu Creative Hub to create a series of social media templates that I could use throughout the launch. This meant getting clear on the exact type of content that I would be sharing throughout my launch and what that would look like (more on this soon).
Here is a look at some of the templates that Elle helped to create:
Creativity is all about creating content for your social media (and the favourite part of my launch!)
As mentioned earlier, I decided that the bulk of the content that I shared during the four weeks of launch would be promotional. This ratio was a lot higher than the normal 80/20 rule I use (80% inspirational and informational content and 20% promotional content). Want to know more about this? Read this blog post here!
I also went into the launch with two very clear ideas about what I wanted to do:
Firstly, I wanted to play around with spreading one launch image across multiple 'uploads' on Instagram. I'd seen lots of people experimenting with this and I thought a launch was a great time to do it!
Secondly, I wanted to play around with some colour blocking and pattern work after seeing @pressedjuices do it when launching new juices.
I worked with Elle who supported me in creating the graphics that I needed and used these ideas to make up the social media plan for my first week of launch.
Here is the end product:
The rest of my launch content was made up of:
- Promotional graphics for end of early bird, Bring Your Own Business Bestie sale and cart closing
- Promotional graphics sharing guest contributors
- Promotional graphics sharing the benefits of Sacred Social (these were repurposed from my sales page)
- Inspirational quotes from my tribe about what sacred social means to them
- A series of posts that shared my signature story alongside professional photography
Over all, I feel really happy with the content that I shared throughout the launch. Moving forward, I definitely want to include more video content and get more creative with the ways that I share content.
Presence is all about showing up on social media with consistency and truly being there for your soul tribe.
The main way that I stayed present on social media during my launch was with the help of my social media calendar. My social media calendar was my best friend during this launch and helped me to see every post and idea from a birds-eye view. It also allowed me to plan content around my launch activities in a really easy and clear way.
I actually mapped out four weeks of social media content before my launch begun so I could make sure I had all the bits and pieces I needed - as well as the support that I needed from my wing woman who helped me to gather and write lots of the content.
Having created such an extensive sales page and lots of blog posts and launch emails, a lot of the content was able to be repurposed for social media (making my social media launch plan so much easier!)
Here is a sneak peek at exactly what my social media calendar looked like during the launch:
Want your own Social Media Plan? You will love the 'Create An Aligned Social Media Plan' workbook which you can get by signing up below!
Celebration is all about tracking your progress and celebrating your wins.
This was something that I really struggled with during and after my launch. As I failed to set any solid goals, I found it difficult to see my progress and didn’t have a proper system for tracking my analytics.
I actually have very little idea what kind of engagement or reach or growth I experienced during my launch - which is definitely something I will improve on next launch.
The final pillar of sacred social media is alignment and it's all about making social media your sacred space. This means understanding that you’re leaving a legacy on social media and showing up in a way that is sustainable and feels really, really good to you!
As you can probably tell, I definitely fell in and out of alignment during my launch. There were times when it felt really good (like creating a social media calendar, working on my brand and writing content) and times when I felt detached and failed to show up in the ways that I most desire.
My biggest lesson from this launch was that alignment is something that you have to work on every day. It isn’t something you can tick off on the first day of your launch and never have to think about again. It’s a constant reminder and takes constant action and pivots and changes.
Launching your work on social media will stretch you and the most important action that you can take is to make sure that whatever you’re doing, you are in alignment. After all, this is the place where the magic and miracles happen.
And if you want to explore the different pillars of social media that I've spoken about in this blog post then you will love my free email series Transform Your Social Media. Sign up below to receive daily emails with resources, rituals and worksheets that will help you to create an aligned and sustainable social media strategy.