The Essentials of Facebook Marketing

Facebook can be a valuable social media platform for personal service/products oriented businesses. But only if you use it strategically.
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It’s About Inquisitiveness and Boredom

I have to admit that I hate Facebook, its fake news, its business practices, its destruction of democracy, and most everything it represents. I dislike the type of people that are obsessed with it. Like nicotine and heroin, it is an addictive product. However, in business, you are not necessarily out to do what you like to do. You are out to help your customers and fellow man.
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So I am still (however reluctantly) writing this post about Facebook marketing. It is useful for some small businesses, especially those that provide personal services. And it is especially relevant for those who target hobby, gardening, household, fashion, exercise, and entertainment activities. Although for these I recommend their less evil sister Instagram.
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Graphic of why people use Facebook.

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Listening for the Passion

Not many professionals use Facebook for development or product research. If you are going to reach them, you will do so tangentially while they are using the platform for personal reasons.
Listen to what your fans are posting and sharing so you can discover their interests. You want to use emotion invoking strategies to tie your content into your fans passions.
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Entertaining is the Ticket

While Twitter is more of a communications platform and more mobile friendly, Facebook is more of an entertainment platform for small business. It is also heavily skewed toward use on mobile devices. Your website must be mobile friendly if you want your Facebook fans to visit the content you promote from there.
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Facebook is more shallow than most social media platforms. Most users are not there to be enlightened or educated. They are there to keep up with their friends and gossip. It is celebrity-oriented. Your content must be entertaining if you want to cut through the fluff and nonsense that makes up most of your fans’ timelines.
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Notifications are not quite as critical as they are for Twitter. Still, you may want to set them up. Go to settings and select how you want to be notified of your notifications.
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Driving Traffic to your Website

In an earlier post about blog posts, I noted that building significate traffic to your site via content marketing is a marathon, not a sprint. The same goes for social media, and Facebook is no exception. In fact, doing it via Facebook marketing is more challenging and less rewarding than other social media platforms for most small B2B firms. You need to use Facebook smartly and strategically to succeed.
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You need to answer questions, demonstrate your expertise, solve problems, inform and more.
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Promote evergreen content from your site. You want your fans to trust your content judgment and value the original content you post. That will make them more likely to click through to your site and give you a chance to convert them into customers of your products and services.
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For better or worse Facebook is now a “pay to play” platform when it comes to small business marketing. At best only 2 – 5% of your page’s fans will organically see your posts in their timelines. If you want traffic to your site, you need to hand Facebook some of your cash.
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Acquiring Fans

Here are some tips and strategies for gaining fans:
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  • post great content.
  • use relevant #hashtags.
  • make sure you have a follow button on your website.
  • make sure you have share buttons on your website’s pages and posts.
  • guest post content on other companies pages that offer complimentary products or services to yours.
  • have links to your Facebook page on your other social accounts, in your email marketing, and in your email signature.
  • swap promotional posts with other companies pages that offer complimentary products or services to yours.
  • have experts in your niche answer questions from your fans in a special Q&A session.
The more you post, the more users you will get to like your page. Posting great, shareable content with strategic #hashtags is paramount to success. You will also need to share quality content via curation. There is more on that below.
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Setting up your Facebook Company Page

To optimize your page:
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  • fill out your entire profile.
  • make sure your images are the appropriate size and compelling.
  • have informative content in the about section.
  • use appropriate tabs and strategically sort them.
  • activate your CTA Button.
  • add apps as needed.

Types of Posts

Continue reading “The Essentials of Facebook Marketing”

Why Social Selling is the best selling

Social media platforms are the third pillar of your content marketing strategy. And they are a fluid pillar, evolving daily.

Bring the Rain

The social platforms your business should use will depend on your industry, your business, and most importantly your customers.

You will need to go where your customers and prospects are engaging with social media. Our other posts look at individual platforms. But, a common thing you will do with all of them is engage in social selling. It is the tactic that can make your sales team into Rainmakers.

Hubspot has a good definition of social selling:

Social selling is when salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.

Social media is also where your sales team will find and research prospects. They can initiate a relationship and nurture it through the sales cycle.

As you know, relationships are at the heart of any sales success. Social selling just lets you develop them at scale.

How is social media different from the other pillars of content marketing? Contently has a good explanation:

…social is inherently spontaneous, while content tends to be carefully crafted before it’s set loose upon the world. Social tends to be reactive; content, on the other hand, sparks conversation. And, finally, content is generally made by an experienced creative professional: a writer, designer, video producer, etc. Social? Not so much.

Social media is where your team members (that are not your content producers) can help your marketing efforts. However, they will be posting and sharing on their individual social media accounts, not your company accounts. And they should have separate accounts for business as opposed to personal accounts.

However, they will be posting and sharing on their individual social media accounts, not your company pages. And they should have separate accounts for business in addition to their personal ones. For example, if they have a personal Twitter account they should open a second one for social selling.

In Sales, Change is Constant

The profession of sales is quickly changing, but the role of social media in sales is changing even faster. These new communication methods are vital tools that will play a big role in your future sales success. The concept of social selling involves using them in a strategic manner in order to strengthen relationships with your clients and prospects.

But before we get into what to do with your social selling strategy lets take a quick look at how the sales process is changing.

By the time a potential client contacts you they are 60-70% through the buying process. They have been researching potential products and solutions in a “self-service” manner on a variety of online platforms. These include your website and blog. Social selling helps your team get involved in the buying process at an earlier point. The best way is by sharing content from your site/blog via social media.

Duct Tape Marketing believes you need to change your sales strategy in order to be relevant to potential customers. And most importantly to be useful to them. I agree. They note:

Today’s marketing minded salesperson thinks like a publisher and builds their own expertise by sharing and crafting a platform.

That platform is social media, and you need a social selling strategy to succeed in today’s market. You want to be providing the information your potential clients have been reviewing in a self-service manner prior to contacting a vendor. You want to be interacting with them online before they get 60% of the way through the buying process.

The goal is to become a resourceful and useful asset in your customers lives. You want to be seen as a trusted authority in your field. Your usefulness will make existing customers more loyal. And it will make potential ones more likely to initiate a relationship with you. Being useful and developing authority is part of effective content marketing.

After finishing part three of this book, you will have a better idea of the social platforms you need to use in order to create great relationships with your clients.

Concentrate on using two or three well rather than all of them poorly. Again, you want to go where your target audience is interacting with social media.

Now, let’s look at what you need to do to develop a social selling strategy.  Continue reading “Why Social Selling is the best selling”

Use copywriting to turn your website into a money-maker

Copywriting gets your audience to take the action you want them to after consuming your media.

Words Make Prospects Take Action

Now, let’s start learning how to use copywriting to turn your website into a money-maker.

Copywriting is what moves your potential customers through the sales cycle. And it convinces them to buy at the end of it. You must use copywriting on your web pages, blog posts, email marketing, and social media communications. It is the most important part of any individual item of content on your website. It involves every word you see anywhere on your site.

In addition to the parts of a blog post (that we covered here) it also applies to what is called micro-copy. That is your website’s title, tagline, menus, forms, additional site navigation, and call to action buttons. Copywriting gets your audience to take the action you want them to after consuming your media.

Professional quality copywriting is a must for successful content marketing. Thus, it is a must for your business. Unless you are a persuasive writer, you will need to hire a professional. They can write copy for your webpages, blog posts and email messages (or at least edit them). Copywriting is what you should invest in first as you start to implement your content marketing strategy. It has the most impact on your bottom line.

But even if you hire a professional copywriter you need to know what goes into copywriting that converts. You want to be sure you get your money’s worth. That’s what this post will cover.

The core concepts of copywriting are unchanging. The best practices that worked in the 1920s will work in the 2020s. That is because they appeal to human nature. These practices include having an optimized headline/title, using clear and explicit language, promoting benefits rather than features, overcoming buyer objections and having a call to action.

You must allow the reader’s inherent desire for a solution to be channeled by your copywriting into purchasing your product(s). You must appeal to that desire in their brains.

Of course, you must first know your prospects inside and out so you can know what their desires are. Having a buyer persona/ideal client(s) can help you write to them.

Copywriting Strategies

A variety of copywriting strategies and techniques exist. Here are some strategies that work well for small business:

  • Promise a solution and demonstrate it with your copywriting.
  • Establish your expertise, credibility, and authority. You want to generate good feelings and trust.
  • Sell time rather savings. Show your prospect what the value is with vivid language. Create a picture in their mind.
  • Use verbs rather than adjectives. Tell your audience what your products do. Don’t list a hundred features.
  • Use storytelling rather than dry monologs. Your prospect is the hero of the story.
  • Get the prospects to visualize themselves using your product. Your products are a tool they use to achieve their happy ending.
  • Appeal to their emotions to move them through your product’s buying stages. Show how you will relieve their pain points after first emphasizing them. Overcome the viewer’s objections and fear of buyer’s remorse.
  • Provide proof of what you are saying. It lets your new customer rationalize their decision to buy from you after choosing your product because of the emotions you created.
  • Use a strong call to action to get them to take the action you want for each stage of the buying process. Unless you are writing a social media post, repeat your call to action multiple times.

Copywriting Techniques

Continue reading “Use copywriting to turn your website into a money-maker”

Can social selling make you a rainmaker?

Learn how to use social media platforms as social selling tools in order to succeed in today’s sales environment. Explore these useful resources.

Marketing Essentials

If you want to bring in the big money you have to sell socially

The profession of sales is quickly changing, but the role of social media in sales is changing even faster. These new communication methods are vital tools that will play a big role in your future sales success. The concept of social selling involves using them in a strategic manner in order to strengthen relationships with your clients and customers. But before we get into what to do with your social media strategy lets take a quick look at how the sales process is changing.

By the time, a potential client contacts you they are 60-70% through the buying process. They have been researching potential products and solutions in a “self-service” manner on a variety of online platforms. In fact, here is an interesting question:

Has the Internet Made the Salesperson an Unnecessary Cost?

This article from Duct Tape Marketing takes a look at how you need to change your sales strategy in order to be relevant to potential customers. And most importantly how to be useful to them. Here is the main social point from the article: “Today’s marketing minded salesperson thinks like a publisher and builds their own expertise by sharing and crafting a platform.”

That platform is social media and you need a social selling strategy to succeed in today’s market. You want to be providing the information your potential clients have been reviewing in a self-service manner prior to contacting a vendor. You want to be interacting with them online before they get 60% of the way through the buying process.

So lets look at what you need to do to develop a social selling strategy. The following are a series of articles to get you started with social media, best practices for social selling, and a look at each of the major networks.  Continue reading “Can social selling make you a rainmaker?”