Interview with lead conversion expert & social media specialist Lilach Bullock

Hi Lilach, tell us about yourself in a few sentences - who are you?

Officially, I’m a digital marketing consultant and trainer, social media expert and professional speaker. Unofficially, I'm on a mission to save the world from drab landing pages and sales funnels that don’t convert.

I’m serious about sales but don’t take myself too seriously. I’m enthusiastic about social media but have a life outside of a smartphone screen. I’m a professional speaker and yet, when it comes to speaking about my own achievements, I come across all shy.

Talk us through a successful campaign you’ve worked on...

That's a difficult one; I have 2 different campaigns that come to mind, although for different reasons. The first is an outreach campaign I did for Greenpeace, as I managed to snag some impressive names to help promote the campaign, such as Ellie Goulding - it was very exciting!

And the other campaign that comes to mind is one that is a bit closer to my heart because of its theme: The Counter Child Trafficking Conference. I helped them every step of the way to get as many attendees as possible for the conference, as well as helped them with their online marketing strategy and social media before and during the conference.

What visual content trends will dominate social media in 2017?

Video, I believe, is the biggest visual trend of this year. Almost all major social network now have multiple video features and audiences love them, so videos tend to attract a lot of views and engagement. Whether they be vlogs, streamed videos or Snaps, video is definitely an area where businesses and marketers should invest heavily this year.

What advice do you have for integrating visuals in content marketing strategies?

My best advice would be to try to integrate visual content as much as possible in your content strategy; images, videos, infographics, presentations, they all help drive engagement and traffic, so it's worth investing in diversifying your content offering with as much visual content as possible.

Which common mistakes do content creators need to avoid?

I believe that one of the biggest mistakes with content marketing is when there is no clear strategy behind each piece of content. Content drives traffic, lead generation, engagement and much more, but in order for it to be truly effective, there needs to be a strategy behind it. Each piece of content you publish should aid you, one way or another, in achieving your content marketing goals.

Make sure you always set goals, then create the content that will help you achieve those goals; finally, always measure your results, so that you can find out how effective your content is and how you can optimise your content marketing strategy.

Aside from your own work, what’s the strangest, or most memorable campaign you’ve ever seen?

I'm really loving Grammarly lately; ever since I discovered their Instagram account, I've been very impressed with the way they're using visual content to promote an otherwise quite boring service; not to mention, one that deals exclusively with words! They use images and memes to entertain and promote their product in a very fun, organic way, by making grammar funny - and it shows with the amazing engagement they receive.

Your #1 Tip for storytelling:

One of the most important things about visual storytelling, in my opinion, is that you need to be consistent. You need to be consistent with your branding, with the types of images you share, their quality, their overall style and so on. That’s not to say you shouldn’t diversify - just that there needs to be a common link between the visual content you share.

What are three images you love on Picfair?