Photos resonate with an audience. In fact, if you’re a photographer, you are already ahead of the game in terms of social media marketing.
If you’re not a photographer, don’t let that get you down!
While photographers have a remarkable craft (if you can afford one for your business, hire one), there are a multitude of tips, tricks and strategies that you can use to reap amazing benefits and profit from your own photos….taken right from your mobile device.
I’m not joking. Photos do tell a thousand words, and when used properly to promote a brand, sell a product or a service, they can be your most powerful tool.
Today, I want to talk about one photo strategy that will dramatically increase the amount of Likes, Comments and Shares you see on your Facebook Page…
It’s all about giving the customer a reason to buy.
Desired Outcome Photos
I have a framed piece of artwork in my office that reads…
“Logic is not enough. Give them a reason to believe.”
Honestly, I have no idea where that quote came from. The point is that you can share statistics, research and clinical studies until you’re red in the face…it won’t matter.
You can tell a customer that your product will soothe aching muscles or secure their financial future…it won’t phase them.
On Facebook, and with digital marketing, no matter what industry you’re in…self-employed or small business…you have to give your audience a reason to believe in you.
There are a variety of strategies that accomplish that goal. Today, however, it’s all about the desired outcome photo post.
Let me give you some examples…
This is a product post. To be honest, it’s boring. It serves the purpose of promoting a new product…the Mint Chocolate Shake…but it is a product on a page and that’s it.
Simple product images like this seem to be the Go To, and in this one they’ve even added that sense of urgency with “Limited Supply.” But it’s a boring product announcement.
Here’s why it doesn’t work:
- It’s boring, but I think I said that already.
- There’s no connection with the audience, no human connection, no emotion.
- There’s nothing exciting about the look, the visuality of this product.
- No unique angle…in fact there’s nothing unique about this image.
Showing the desired outcome of this product would be far more effective, and would involve:
- Showing a family in the kitchen making this mint shake on their way to the gym…happy, smiling and healthy (desired outcome).
- Illustrating the lifestyle that someone who drinks this shake might want to live during our particular season…perhaps relaxing on the beach with a refreshing mint shake, or on the lake in the boat with that mint shake, using the color green subtly throughout the visual to convey that mint theme.
Remember, the desired outcome is the ‘reason to believe’ in you and your products.
A desired outcome photo might look like this:
Now this is an image posted from the same Facebook Page, but you can see that it illustrates the desired outcome of their products. This illustrates a desired lifestyle that the customer wants…yearns for…desires.
In this second example, Isagenix doesn’t mention a product, doesn’t mention FDA facts or clinical logic. It’s simple, clean, beautiful, and a lifestyle that resonates with the Isagenix audience.
Let’s move on to our third example of a product Facebook post:
I actually LOVE this Facebook post from Young Living Essential Oils for one reason…I bet you can’t guess what that is…
This visual shows the desired outcome of the product, AND the product itself, AND some text giving words to believe in.
Young Living does a great job with the visuals on their page, and this is just an example…a beautiful and highly effective example…of their work.
This photo combines the following:
- The woman is probably Young Living’s ideal demographic, so the customer will instantly relate to the photo
- The woman is sitting calmly, relaxed, looking almost zen-like with the ocean as the backdrop, illustrating the desired effects of the product as well as gives you that lifestyle glimpse..that glimpse into what your life can be with this product.
- The product is in the photo!! They’ve done a great job of including the product in the photo so that you can see what you’ll be purchasing.
- They also do a wonderful job of giving some text, some words to the desired outcome.
I want you to think beyond the product photos for your Facebook page. I want you to think beyond selling a specific service.
Of course, you’re selling products and services, but what you’re really selling is the outcome of those products and services.
A person doesn’t buy a saw because they just want to cut a branch. That person buys the saw because he needs firewood. That person buys the saw because he needs to make space for a treehouse.
A person doesn’t buy a hammer because he needs to smack some nails. That person buys the hammer because she’s building a the treehouse.
When you’re selling a product, this specific desired outcome strategy involves tossing out the logic that you need the hammer to build the treehouse, and focusing on the smiling family spending bonding time together as they build the treehouse.
Hopefully that makes sense…if not, hit me up in our Facebook Group: Gilbert Marketing Insiders
Facebook is only beneficial to you if it drives sales. Social media is only valuable to you if it gets the phone ringing.
I hear a lot of misconceptions about social media:
- No one buys from Facebook
- People have moved on from Facebook
- My customers aren’t on Facebook
- I just don’t get it
- It’s just a place where people vent and post negative comments
- No one’s listening
- Facebook only wants my money
Too many small business owners and self-employed professionals view Facebook, and social media, as a tool for negativity and wastefulness. You couldn’t be more wrong.
Social media is about small techniques performed to perfection, strung together to make a strategy, which creates a campaign and ultimately achieves a goal…
A goal to increase sales and grow business.
The strategy that we’re focusing on today is exactly how my client Val Vista Lakes grew from only 300 Facebook Fans and 500 monthly website visitors to over 6,700 Facebook Fans and over 3,500 monthly website visitors.
Val Vista Lakes is the single, most popular wedding venue on Facebook because of the strategy that I’m going to show you today…
(Seriously…for wedding venues that are not resorts, hotels, or zoos…Val Vista Lakes is the single most popular wedding venue Facebook Page in Arizona.)
This week we’re talking about building relationships with images. But before we dive into photo posts on Facebook, let’s take a look at intent…
Posting with Intent
When you’re a business owner, you never do anything just for the heck of it.
Everything that you do is done with intent, with purpose, with an objective…an end goal.
You get new business cards with the intent to share your brand and information. You pay for a professional photographer to take new headshots with the intent to build credibility…make a better impression. You go to networking events with the intent to build relationships.
Social media is no different. Marketing online is no different.
You post a blog link with the intent to drive buyers to your website and improve credibility. You post videos to Facebook with the intent to build relationships and personalize your business. You post photos with the intent to humanize, or drive traffic, or maintain transparency.
With this Facebook strategy that took Val Vista Lakes from non-existent to influential, intent plays a crucial role.
Using Photos and Images to Build Customer/Client Relationships
The first thing you need to know is this:
Images are powerful…
And there are about a million strategies for using photos to:
- sell a product
- share a special/discount/coupon
- feature an employee
- feature a customer
- share a laugh
- show a space or venue
- build trust and credibility with transparency and emotion
With my client Val Vista Lakes, we use images with the intent to:
- Show the Venue
- Share the Experience
- Tell a Story
If you’ve ever been to Val Vista Lakes, you know how beautiful the space is. That venue, that space, is their greatest asset…their greatest draw. And so we show it, as often as possible.
(What is your greatest asset? What is your brand’s greatest draw?)
My job for this client is to get people to want to see the venue in person, because once you walk through this place you’ll want to get married there.
Here’s an example of Val Vista Lakes photo posts…
Here are some numbers related to this post…
Here are some additional ways I take advantage of these client images for VVL…
Here’s why this strategy works:
1.Inspires Dreams and Emotions: When you’re planning your wedding, emotions are high. And then you see photos like this…
Photos with so much emotion, so much beauty, and you can’t help but click on them (or at least pause on them). You start to dream, imagining your big day.
And, before you know it, we’ve created an emotional connection between the brand and the customer.
2. Invites an Experience: Wedding photos are intimate. Sharing wedding photos is an invitation to share the experience…the positive experience these customers head with Val Vista Lakes. These are customers of the business, and they’re extremely happy. It’s easy to see in the photos, and it resonates with the client’s target audience.
3. Encourages Engagement and Interactions: These photo posts are the most engaging, popular posts on the client’s Facebook page. The numbers on these photo posts are 375% higher than any other types of Facebook posts on the client’s page.
The client gets likes, comments, shares and tagged, and even gains new Fans and leads from these photos.
The customers in the photos always engage with their own pictures, usually adding a raving comment about their experience with Val Vista Lakes. Friends tag other friends in these photos. Newly engaged couples tag their fiances to share the photos. The photographers tag and share the photos with their audience.
And all of this generates more brand awareness, more eyes on the client’s business, more Facebook Fans and more leads for the client.
4. Tell a Story: Every photo tells a story…a story of the business…a story of the experience…a story of the brand. And a story ties in every element of marketing that increases your bottom line.
How does the saying go? A picture is worth a thousand words. In this case, a picture can be worth $1,000. Or perhaps a thousand eyeballs on the brand. Or maybe a thousand new leads over the course of the next few years.
If you are able to take and post photos that tell an entire story, your bottom line will dramatically increase.
It’s easy to see how photos for a client like Val Vista Lakes impacts their bottom line. It’s easy to see how wedding photos tell a story and invite engagement.
But your business, your brand, you and your space…you have the same advantages. What makes you special? Sure, at Val Vista Lakes is easily the beachfront wedding property with a waterfall…but what about you?
Is it a specific product that people are raving about? Can you share photos of customers using those products?
Is it the $3,000 you saved a client on their taxes last year? That is something to rave about with storytelling photos!
Is it the new home that your client finally bought, after visiting dozens of ‘not right’ homes first? That’s a great story to tell with photos!
Maybe it’s the grandparent who now finally feels secure knowing his family is going to be cared for. Share his story with photos and how you took away his fears!
No matter what your business, tell your story with photos and watch your engagement go through the roof.
Every small business owner that I’ve met throughout the years here in Gilbert, and, to be honest, all over the East Valley, is…well, afraid of Facebook’s News Feed. It’s not so much fear that drives you away from taking full advantage of Facebook, but the staggering complexity.
“I don’t get it.”
“I don’t have time to figure it out.”
“It’s way to complicated.”
When I hear a small business owner use these terms, I’m hearing fear…I’m hearing reluctance to try something ‘new’….
I’m hearing expectation of failure…
Independent success is not as far off as you might think. In fact, right here with us, keeping your small business independent…
Having the tools to autonomous success…
Is not only available to you, but completely free.
Within our Gilbert Marketing Insiders private Facebook Group, I personally provide you with videos, podcasts and blogs to help you succeed as a small business owner in Gilbert…or anywhere, actually.
Today, we’re talking about Facebook Security and Privacy Settings.
Why do you need to worry about these settings? Because I want you to feel confident in your ability to use Facebook to grow your business. I want you to feel secure online and protected on Facebook.
I want you to understand how powerful Facebook can be, as well as how much control Facebook gives you over your own security and the reputation of your business.
Protecting yourself online is imperative, but so is protecting your brand and the reputation of your business…and it all ties together.
Before we dive into securing your Facebook Page, I want you to understand the importance of keeping business and personal separate.
Using Your Facebook Account for Business and Personal
Every small business owner should have their Facebook page secured so that it can be used for both business and personal reasons.
Consumers and customers, particularly those loyal clients who become family, want to connect with you on Facebook. They want that ‘personal’ friendship that goes beyond the professional.
They want to feel like they are getting special treatment…the best treatment.
You need to give them that transparency….within reason.
In Quick Video Tip #1 (within our private Facebook Group), I showed you how to secure the privacy of your Facebook posts. Specifically, we reviewed how to add Facebook contacts to lists, and how to show certain messages to certain lists of contacts.
This allows you to connect with clients and customers on that personal level, to give that illusion of complete transparency, but to also keep things private.
Remember, one of your greatest assets as a small business owner, besides your tenacity and…well, stubbornness…is that personal connection with clients.
You are your brand, and building client relationships directly impacts the success of your business.
So, what do you post to your personal Facebook page to give that illusion of complete transparency…on a personal level?
- Open House: If your business will be holding an open house, will be at an event or will be hosting a client appreciation party, post it to your personal Facebook page. Make sure that your customer list sees it.
- New Staff: If you’re a small business owner, even if you’re self-employed, hiring a new staff and assistance is a big deal, and it’s something that you can talk about on your personal page. Of course this will be posted to your business page, but those clients who want that ‘special’ insight into your business will expect a personal touch…a personal opinion on the new hire.
- Trending Topics: If your business is related in any way to a trending topic, this is something you’ll want to add your personal twist on and post to your page.
Securing Your Facebook Page
If you are a member of our Gilbert Marketing Insiders group on Facebook, you now know how to categorize your contacts and publish to specific contact lists.
But here’s what you need to know about the information you provide on that Facebook page:
The About Section on your personal Facebook Page contains everything that the public will see if you don’t have your security settings locked down. This is where you can run into a bit of trouble.
In your About tab, you’ll want all of your business information…and that’s about it.
To edit the information in this tab, click on About and simply hover over the sections you want to edit.
So, you’ll want your business website information under Places You’ve Worked.
Under Places You’ve Lived, keep it private. You don’t need everyone on Facebook, and everyone who is searching for you online, to see everywhere that you have lived. Sure, this information can easily be found from other sources…just keep it off of Facebook for security reasons.
Your Contact Information should be business related only. The people who know you on that personal level should already have your phone number and personal email anyways, so don’t make it public. I do suggest adding your work email, though.
Never, ever add your home address or home phone number.
Family and Relationships should also be kept private. A complete stranger doesn’t need to know your family, kids or partner information.
One more quick tip about securing your personal Facebook page…
Go to your Friends on your personal page.
Click on the Manage Icon…it looks like a little pen in the upper right.
Change all of these privacy settings to “Only Me.” There is no reason that complete strangers should be able to see who your Facebook Friends are.
There you have it! Between the Quick Video Tips on our Private Facebook Group, our Live FB Chats, and this blog, you have ALL of the tools necessary to feel secure on Facebook.
This is the first step to independent success with digital marketing…feeling confident in your security on social media.
Remember to join our private Facebook Group to follow along with our free training series, and listen to the podcast where I provide more insight into Facebook Security.
The Most Effective, Greatest, Astonishingly Best Time to Post on Facebook…Seriously
Right now, I want you go Google “Perfect Time to Post on Facebook.” Go ahead, I’ll wait…
You will see some impressive results form huge brands like FastCompany.com and CoSchedule.com. In fact, you’ll find a wealth of resources in what time to post to Facebook, the best day of the week to post to Facebook, as well as the perfect times to post to other social media networks like Twitter and LinkedIn.
If you click on these impressive articles, you’ll find great infographics illustrating the best times to post on Facebook.
And, even though these companies will tell you there is no ‘best time to post on Facebook,’ they’ll still give you what they consider to be the perfect times to post.
Here’s the deal, if your brand doesn’t live up to Facebook standards, you can post at every ‘perfect’ time and ‘best’ day and it won’t make a difference.
You can post at 3pm on Wednesday, as many of the Facebook experts will tell you, and not see a single Like, Comment or Share.
If your brand is not well established online…
If your brand is not following Facebook marketing guidelines…
If your brand is trying to ‘cheat’ the system…
You can post at the best times of day, all day, every day, and nothing will change.
The best time of day to post on Facebook involves the following:
You might not realize it, but Facebook reps will visit your website, and if your website does not have these three items…well…
You can post at the best time of day, all day, every day, and Facebook will shoot you down.
About and Contact Page
Does your website have an About Page? Does it have a page that tells your brand story…that gives your brand a voice and credibility?
Does your website have an easy way for people to contact you? Either a phone number, email address or contact page?
Facebook wants to see that your business is credible. Facebook will not send people to your website if it can’t, at least try, to protect its users from spam.
If you have an About Page, you are making a connection with your audience. If you have a simple way for people to contact you, you are making yourself available. Facebook likes both of these elements.
Does your website have a blog? Facebook, just like Google, wants to see that you are committed to yoru brand and business, and having a fresh blog is a great way to show that committment.
It also shows that you’re not simply hoping to sell people…you’re hoping to connect with people…which is what Facebook is all about.
If you don’t have fresh content on your website, there is no perfect time to post on Facebook.
Consistency in Posting
If you post to Facebook at 3pm on Wednesdays and that’s it…hoping to take advantage of the ‘best time to post on Facebook,’ you will get shot down.
You need to post consistently and effectively. You need to publish a post to Facebook every single day. You need to share posts from other local businesses. You need to engage with other pages, as well as your own Fans.
If you are not posting consistently, than there is no perfect time to post on Facebook for your brand.
If you have an engaging brand with fresh website content, a credible business entity, and an active Facebook page, there might actually be a perfect time to post on Facebook…
A time of day and day of week that might actually be seen by more people than any other time.
But, it won’t be the same as every other brand’s perfect post time.
If you have completed all of the above requirements for a perfect Facebook page, than you’re ready for the next step…
Let me show you how to find the perfect time to post for your specific Facebook page…
The link below will take you to a full training on improving customer relationships one Facebook post at a time. It’s geared towards veterinarians, but truly any industry can use this advice:
Mother’s Day Marketing: Retargeting Last Year’s Customers on Facebook
Facebook is a relationship-building juggernaut…if you use it correctly.
Yes, absolutely, Facebook is perfect for finding new customers and driving them to your website. It’s what I pride my business on:
I deliver to you the consumers most likely to buy your products and use your services.
But, Facebook was initially meant ot be a relationship-building tool. A free one. And one that works quite amazingly for situations like these…
Mother’s Day retargeting.
Before I jump into how you can retarget your biggest spenders from last Mother’s Day, I want to make sure that you know what retargeting is.
What is Retargeting?
Have you ever been on Target.com searching for that perfect birthday present for your nephew? Or perhaps you browsed Amazon looking for a new summer dress?
Hours, even days later, you find yourself staring at that same present, or summer dress, on Facebook!
You wonder, “How did Amazon find me on Facebook?” Or, “How did Target know to show me that exact item in my Facebook News Feed?”
That is called retargeting, and it’s making people a bunch of money.
But, retargeting is not just for Amazon and Target, it’s for every business owner, small and large, on Facebook. You, the small business owner trying to boost Mother’s Day sales, has the same opportunity as Target and Amazon, to retarget your customers and potential customers.
How to Retarget Previous Buyers
Do you have a subscriber list? Do you collect digital information from your buyers? Does your online store collect their digital information and create buyer lists?
In this digital age, I’m truly hoping that you answered yes to at least one of those questions.
If you answered no, if nothing else, you need to start collecting emails immediately.
But, for those who answered yes, I’m going to show you how to retarget those buyers…grabbing their attention so that they buy from you again this Mother’s Day…just as they did last Mother’s Day.
This is a crucial element of marketing in 2016. If you did well last Mother’s Day, this will make sure you do even better this Mother’s Day.
Retargeting will literally give you the ability to get your products, your brands in front of the very people who are most likely to buy from you…because they’ve purchased from you in the past!
Maybe they just forgot about your little store on the corner. Maybe they misplaced your website URL. Maybe life got crazy over the past year since last Mother’s Day and they can’t remember what or where they got their flower arrangement from.
All they remember is that it was beautiful.
It’s your job to remind them that you still exist.
Step 1: Find Your Buyer List
The first thing that you need to do is put your buyers into a list…an Excel sheet to be exact.
This is how you’ll tell Facebook where to find your customers.
The Excel sheet needs no more than their names and email addresses, which you should have.
Step 2: Show Facebook
Next, upload the list of customers to Facebook.
Facebook will take this information and instantly find every single person on your customer list who has a Facebook profile. If they have purchased from you in the past and are on your list, Facebook will find them for you.
What is remarkable about this list is that Facebook not only knows where these people are within their platform, Facebook also knows everything about them. So, in the future, when you’d like to run advertising towards consumers most likely to buy your products…Facebook can use your customer list to find similar customers. Amazing right!!!
Step 3: What Do You Want to Say
Now that Facebook knows who your customers are, you need to determine what you want to say to them.
If this customer list is of buyers from last Mother’s Day, remind them that they purchased from you and encourage them to do it again with an incentive…a coupon or discount.
If this customer list is of all-time buyers, thank them for their commitment to shop local and offer an incentive for them to continue to shop local…a coupon or discount.
Step 4: Choose an Image
Choosing an image is just as important, if not more so, than deciding on what to say. My suggestion is to use something that directly relates to the incentive or discount…
Or use something that these buyers will recognize. If you’re the face of your brand, use an image of yourself with a product. If you’re not camera shy, make a short video reintroducing your brand to the buyer.
Step 5: Create the Retargeting Ad
Here’s where it gets a bit more technical…actually creating the Facebook Retargeting Ad…but we’ll walk through it together.
Please call me at 480-254-0145 or email me directly at Kandice@LinwrightDesign.com for a FREE consultation on how to set up Facebook Retargeting. Let’s get together soon, before you miss this amazing opportunity to retarget your most likely buyers!!
For more information on Facebook Ad Retargeting, check out this blog:
Mother’s Day Marketing: Using Facebook Like 1-800-FLOWERS, Even with a Limited Budget
When I start talking about Facebook’s knowledge..how Facebook knows everything about everyone…people tend to go through a range of emotions…
From fear and astonishment to eventual excitement and intrigue.
Facebook knows everything about you. Seriously. Everything.
Facebook and it’s partners know what you bought at Target last weekend, where you went on vacation last summer, where you’re planning on going on vacation this summer, how many times you’ve been married, how many kids you have, the amount of money you make, the car you drive, the size of your home, and about a billion other intimate details of your life.
Don’t shut down your Facebook page…not yet…because what I’m about to tell you will change the very way you use Facebook…
Or, at least, it should. Especially if you’re a small business owner or self-employed.
First of all, it’s not just Facebook that knows everything about you. Much of the information it gathers are from 3 enormous data-gathering companies that provide this type of information to many ad agencies. They track everything that is trackable…including credit card and debit card purchases.
So, if you’re worried about privacy on Facebook…it’s too late. It’s not just Facebook.
Secondly, and here’s the important part, Facebook also knows everything about all of your perfect customers and clients.
Soak that in for a moment. Stop worrying about your privacy on Facebook and start seeing enormous opportunity!!
What Facebook Knows About Your Perfect Customer
Let’s say you own the flower shop on the corner. Mother’s Day is coming up, a big one for your business, but the competition has a limitless budget, and your budget is…well…full of limits.
Not a problem, because in your case it’s not about the budget, but the local attraction!
While 1-800-FLOWERS and FTD Flowers might have unlimited budgets, they are targeting everyone, everywhere.
You can run an add for…let’s say $100 a month…and target the exact people 1-800-FLOWERS targets…
You do this by knowing everything about your audience, including whether they have purchased flowers at 1-800-FLOWERS or FTD Flowers before, or if they Like their Facebook pages, or even if they’ve talked about them before on Facebook or been on their website.
Interests may include things people share on their Timelines, apps they use, Pages they like and other activities on and off of Facebook. Interests may also factor in demographics such as age, gender and location.
Interest targeting lets you define your ideal audience by their interests, hobbies and Pages they like on Facebook.
We identify interests from information they’ve added to their Timeline, keywords associated with the Pages they like or apps they use, ads they’ve clicked on and other similar sources.
- In the ads create tool, the Interests section will give you keyword suggestions and show you how many people you could potentially reach by adding those keywords
- Target customers based on some of the websites they visit and apps they use
Behaviors are activities that people do on or off Facebook that inform on which device they’re using, purchase behaviors or intents, travel preferences and more.
Behaviors are constructed from both someone’s activity on Facebook and offline activity provided by data from Facebook’s trusted third-party partners.
Here’s what I’m getting at:
Target everyone on Facebook who lives in Gilbert (or within a specific mile radius of your flower shop) who has shown “interest” in the competition.
Additionally, you can narrow that audience down to include Facebook users who frequently make online purchases:
So, you see, you might not have the budget of 1-800-FLOWERS or FTD Flowers, but you can run the same advertising to a more localized audience with a much small budget.
And, because this specific audience has already shown interest, or has already purchased from, 1-800-FLOWERS or FTD Flowers, you have a remarkable opportunity to convince them to purchase from you this Mother’s Day…from someone local and who will provide far better floral arrangements and services.
I’d like to point out that Facebook wealth of data and knowledge on each and every one of us is not necessarily a bad thing, if you look at it from the perspective of a business owner and marketer.
The knowledge that Facebook has allows you, the small business on the corner, to literally compete with the big guys and their unlimited budgets.
It allows you, the little guy with the little budget, to get your business in front of the people who are most likely to buy!
And that brings me to what I do and how I can help: I deliver the consumers most likely to buy your products and use your services.
Advanced Facebook Advertising with Interest and Behavior targeting is just one of the tricks I’ve got up my sleeve!
5 Reasons Why Your Facebook Ads Are Failing
You Boost a post, or attempt to run an ad for Website Clicks, and expect something magical to happen…we all do. Even me, someone who has been running Facebook Ads for quite some time, expects magic.
We all expect to toss in $20 or $50 bucks and the clicks will stream in, and the sales will skyrocket, and the vacation planning will begin.
Inevitably, magic very rarely occurs. Luck plays no part in Facebook Advertising, and, unfortunately, luck is what most small business owners hope for when launching ads.
What you don’t realize is that Facebook, just like Google, takes hundred of details into account when processing your ad…not just the ad itself.
Let’s take a look at some of the more common reasons why your Facebook Ad might be running at over $2 per Click, or might be seeing a Click Through Rate of under 2%….
Let’s take a look at why Facebook is steamrolling your advertising efforts:
You’re Doing It Wrong
Reason Number One – Your Page is Boring
You post to Facebook daily. You make sure to share articles that you find interesting, memes that make you laugh, maybe a blog you once wrote…
But, no one is engaging with your posts.
Why does this matter? If no one is engaging with your Facebook page, it’s assumed that your page is…well…boring. And thus, Facebook will charge you more in ad costs and limit your advertising.
Why would Facebook care if your page is boring? Because Facebook’s main objective is to keep people on it’s platform…and to keep them engaged on their platform. If your business is not engaging it’s audience, if your posts are boring people off of Facebook….
Well, obviously Facebook doesn’t want that. So it will increase your advertising costs and restrict your reach.
The Fix: Run Boosted Posts and posts to specifically engage your audience ON FACEBOOK. Show Facebook that your audience is excited about what you have to say. If your audience is highly engaged, you’ll have cheaper ad costs.
Reason Number Two – Your Website is Spam
Does your website have an About Page, a Contact Form or a fresh blog? If not, Facebook could be charging you for it.
Example Facebook Page (15,000 Fans) Riddled With Spam:
Example of Ad Costs:
The difference between $0.22 per Website Click and $2.22 per Website Click lies within how well your website is constructed. Facebook will not willingly send traffic to a business website that is all about sales and sales only.
Facebook reps will visit your website to check the authenticity of it.
Facebook Page Done Correctly (only 40 Fans so far):
Reason Number Three – Your Fans are Fake
If you’ve ever…and I mean ever…bought and paid for Likes and Fans for your Facebook Business Page, you’re in trouble.
Buying Likes and Fans is strictly forbidden. It’s against what Facebook stands for, and it’s actually written into their guidelines.
And don’t think that you can get away with it. Facebook knows everything…seriously…they probably know what you had for breakfast based on your purchase history and past posts….but I digress.
If you’ve ever paid for Likes or Fans, your ads will stall or they will run for ridiculously high costs.
Fans from India, Indonesia and Bangladesh are spam. Sure, they might make your page look amazing in terms of numbers, especially because you can grab thousands of Likes for such a small amount of money, but it will kill your page for years..yes years…to come.
The Fix: Be patient. Adjust your page settings so that spam countries like Bangladesh and India do not see your posts. Then start running ads to increase engagement with U.S. Facebook users. Do Not run ads taking people off of Facebook…do not run ads directing people to your website. Only run ads to increase engagement.
Reason Number Four – Your Bidding Wrong
Running an ad on Facebook successfully takes a bit of skill. And, the thing is, that skill level is always changing as Facebook makes algorithm tweaks.
If you launch an ad today, and that ad is running for Website Clicks, you need to bid manually and you need to bid about $0.06 above what Facebook suggests.
It’s a simple trick, but it shows Facebook that you’re serious about your ad (placing a bid higher than suggested) and that you are invested in Facebook Marketing.
Additionally, you need to set your daily budget for $25 (don’t let your head explode, you won’t actually spend $25 a day), and you need to give Facebook roughly 48 to 72 hours to optimize the ad. If you see that the ad is running at $5 per Website click on the first day, it’s probably not a great sign…
BUT, you need to give it some time to optimize. Facebook will show it to the audience who is most likely to engage with that ad, and your costs will level out.
(Remember, Facebook’s objective is to keep people on Facebook…so they will show advertising to those segments of your targeted audience who are most likely to Like, Comment, Click or Share that ad.)
Reason Number Five – Your Ad Just Doesn’t Cut It
So, we’ve gone over how your Facebook Page Engagement impacts your ads…
How spam impacts your ads…
How your website itself impacts your ads….
And how bidding impacts your ads.
But, what if your ad just…well…stinks.
The copy that you use, the audience that you target and the image that you provide all play into how your ad will be charged. Words like joint, weight-loss, even sexy could be a problem. Images that have anything to do with body image could present a problem. Offering anything for FREE in advertising could present a problem.
Running Facebook Ads is crucial to small business success. However, running ads all willy-nilly and hoping for the best will end up costing you far more money than you anticipated.
Having an expert on your team to develop effective Facebook Ads will not only save you time, it will save you on Ad costs.
(PS – looking for more reasons why your Facebook Ad might have been denied? Check this out: http://www.jonloomer.com/2015/03/10/facebook-ads-rejected-account-banned/)
Still having trouble with those ads? Give me a ring: 480-254-0145
The Small Business Blog Template That Makes Everything…Well…Easier
You have a blog. Yay!
You try to publish to that blog once a week. Yay!
You envision consumers flocking to that blog because…well, you wrote it and you are undoubtably an expert when it comes to your products, services and industry.
And yet, the traffic doesn’t come like you had hoped. The sales do not happen like you thought. You start to loose focus, and after just 4 weeks you cannot find the time to make blogging a priority.
I’ve been there. In fact, all business owners who attempt to capitalize on Content Marketing have been there.
Blogging, much like social media marketing, offers so much promise…but the reality can be so much let down.
Don’t fret! I have the small business blog template that will not only help you connect and engage with your audience, it will get you excited about blogging again…seriously. I make it that easy and that effective!
The Small Business Blog Template
I’ll be the first to admit it; I was stubborn when it came to changing my writing style. I went to ASU to study journalism, interned with a few remarkable magazines and organizations, and had a writing style that was unique to my voice. I wan’t going to change it just because some blog-industry experts had discovered a more effective style…
But, inevitably, after spending nearly all of 2015 researching blog formatting and copywriting formulas, I came to the realization that I was…well…wrong.
My writing style did have to change. I had to go from the educational, grammatically correct, ‘essay-type’ writing to something a bit more…
If you follow the Linwright Design blog, or any of my client blogs, you know what I’m talking about.
Writing a blog has evolved to the point of precision. Sure, you write to get your point across and hopefully educate your audience, but your writing needs to engage and subtly push readers to make a decision, even a subconscious decision…
Do I trust This Brand or Not?
If your reader gets to the bottom of your blog without even realizing it, and has been unknowingly engaged the entire time, you have won their trust.
If the reader makes it halfway through, gets bored or turned off by the formatting, it’s unlikely they’ll come back let alone buy from you.
Key number one is to have short sentences. Keep it simple.
Key number two is to have short paragraphs, often times just one sentence. Don’t run on with commas and eloquent language.
This was the toughest part for me. I like to ramble. I like to string long sentences together with multiple commas, ending up in long paragraphs.
Keep it simple.
You never want to offend your audience by talking to them like their children. But, you’re not writing the great American novel here…
You’re writing something that needs to be consumed quickly and efficiently.
Your writing style needs to be readable by a 4th grader. Seriously.
Bold, Bullets and Headers
The formatting of your blog needs to guide the reader down the page without interruption.
Use bold highlights to bring the reader’s eyes to exactly where you want them.
Use bullet points to break up the flow.
Use headers to separate and alert readers to new ideas.
I use the ellipsis A LOT. I picked up this little trick last year from DigitalMarketer.com, an amazing website dedicated to…well…digital marketing.
Just as blog lettering and bullet points help guide the reader eyes to where you want them, the ellipsis trails their eyes to move down the page.
Using an ellipsis…
Simply causes the reader to follow down the page, helping you to achieve your goal.
The greatest advice that I can give to you is to keep it simple. Of course you want to share all of your knowledge. You want to knock the socks right off of your reader with your eloquence and expertise.
But, they probably won’t get it.
Seriously, keep it simple, stupid. Whatever you’re trying to illustrate in words, do it simply. Write your blog as if you were standing right on front of someone, talking to them one-on-one.
When you’re ready to move up to the next level, let me know and we’ll talk about adding CTA’s, Lead Capture and much more!
If you’d like me to take a look at your blog and analyze what I’m seeing…perhaps give you some feedback, feel free to email me or call:
I’d love to help you out!
Is Facebook Traffic Getting to Your Website?
You know that tracking the Return on Investment for social media, particularly Facebook, is difficult. In fact, it’s one of the reasons why you haven’t jumped in head-first…investing your marketing budget in to Social Media Marketing.
As a small business owner in Gilbert, or wherever you are in the East Valley, you need to be confident that if you put in $300 a month towards Facebook Marketing, you need it to pay for itself with consumers and revenue.
Of course, I can tell you all day that Facebook pays for itself time and time again.
I can even show you testimonials from clients gloating over the cost of Facebook Marketing services pays for itself…
Hiring Kandice and her team has been one of the best investments we’ve made in marketing our business. Plus, the sales they generate help to underwrite the cost of their services–it’s a win/win partnership and I look forward to its continued success! – Val Vista Lakes Events
But, sometimes you need to see the numbers for yourself so that you can determine, on your own accord, just how valuable Facebook Marketing can be.
Simply stated, you need to see it to believe it…
So today I’m going to show you how to track Facebook traffic through your website:
Using Google Analytics to Determine Social Media ROI
Step 1: You MUST Have a Google Analytics Account if You’re Serious About ROI!
Google Analytics is where you can see all of your website traffic. If you bring on anyone to do anything to your website, your social media pages, your blog, any type of advertising both on and off-line…you need to be able to keep an eye on what’s happening.
Yes, you can determine the effectiveness of marketing by whether your business revenue goes up or down that week, or month, but the direct impact of a marketing campaign might not be felt for a month or two later…you need to be able to see if the marketing strategies are working right now, at this very moment, to increase website traffic.
So, get yourself set up with Google Analytics. Here’s where you go to get that done:
Or you can have someone set it up for you…someone you trust…because it’s as easy as inserting one small piece of code into your website but you’ll need someone you trust to get into the backend of your website.
Step 2: Scroll to Acquisition
Once in Google Analytics, one the left-hand-side you’ll notice a menu. Scroll down this menu and find Acquisition.
Open ‘All Traffic’ and select ‘Channels.’
Step 3: Social Referrals
Once in ‘Channels’ you are given four categories and a bunch of numbers.
Referrals are those website visitors who are on your website because they came through another site. Referrals can be from sources like Yellow Pages, if you’re on that resource, or simply from spam. Social Media traffic can also get lumped into Referrals.
You’ve got Organic searches, which are those website visitors that come from Google, Yahoo and Bing. And then you’ve got Direct traffic…those individuals who typed in your website URL to find you.
Click on ‘Social.’
Step 4: Website Traffic from Social Media
Now you can see exactly how many people came to your website from social media accounts.
You can also see how they came through to your website by selecting “Landing Page” as a “Secondary Dimension.”
So, now you can see how many people came over from Facebook in the past month, or week, or even day. BUT, you can also see how they came over.
In this example, we can see that 190 visitors came to this client’s website from Facebook over the past week.
We can also see that the majority of them came because we posted a blog to Facebook regarding bed bugs. That bed bug blog promotion, a simple link post, drove over 150 consumers to the client’s website in one week…with $3 in advertising cost.
Step 5: Compare Overall Traffic
Something that I like to do with clients is to show them what their traffic was before I started services compared to after we started services.
This is important for you to understand because you will absolutely have to see an increase in overall website traffic in order for you to see ROI…
Ultimately, if you’re going to continue paying someone to do your marketing, you need to see that it’s working, right?
What you want to do is head back to “Audience” and “Overview” from that menu on the left.
On the top-right you’ll see the calendar. Click on the arrow and select the dates you want to compare.
For this example, I took on a new client in the beginning of January, so we’ll compare their December traffic to what they’re getting right now:
You want to see how well your website was doing before you started marketing, and how well it’s doing after marketing. There should be a start improvement in traffic, like this:
Here we can see that during the first few weeks of December, this client had around 350 website visitors. Now, during the first few weeks of January, this client has over 900 website visitors.
If you go back to the left-side menu, and go back to “Acquisition” and “Channels,” you can see where that traffic is coming from as compared to previously.
Here we can see that Facebook and Social Media Marketing doesn’t just impact social media referrals, but impacts every other source of traffic as well…
Sure, social media traffic from Facebook to the client website is up by over 9,000%, but Referral traffic is up 41%, Direct traffic is up and Organic traffic is up by 22%.
What does that mean? It means that Social Media Marketing has a HUGELY dramatic impact on driving traffic to your website from EVERYWHERE! Just because someone does not come to your website and make a purchase directly from Facebook, doesn’t mean they won’t remember you, search you on Google (Organic), and make a purchase from another source…as you can see by the 22% increase in Organic traffic.
So, now you know how to traffic how effective Social Media Marketing can be for your website. You know how to see Facebook traffic directly, but you also know how to see how Facebook Marketing impacts the overall traffic of your website.
Ready to chat…..?