[VIDEO] The Top 10 Facebook Marketing Mistakes in 2016 [BLAB]

Posted on Posted in Advertising, Facebook Advertising, Facebook Marketing, Interview, Social Media Strategy

Top 10 FB Marketing Mistakes

I was interviewed on Blab by some folks with a show on Blab… but then Blab went away! A lot of social media folks put a lot of time and emotion and hope into the platform, and ultimately, it didn’t gain traction, and the company that started it gave up and did so in a way that angered their devotees.

That’ll teach you to focus on super new unproven platforms!

Stick with the big ones like Google and Facebook.

The 6 Types of Facebook Posts That Go Viral

Posted on Posted in Facebook Marketing, Social Media Strategy, Viral Marketing

Want more shares of your Facebook posts?

Want to get people to share your idea for you?

Want to reach the people you can’t reach yet- without even paying for it?

“Let’s make it go viral!” : It’s the executive order that marketers dread, because it’s so much easier said than done.

But the research shows us what kinds of Facebook posts get shared, and which kinds of posts they don’t share…

What People DON’T Share Is…

  • (Selfish) stuff about your company that doesn’t help them. Beware of PR and press releases that the CEO cares, that even the media might care about, but your average customer does NOT care about. You need things that make your best customer say, “Awesome!” Something that’s cool or helps them. Stop focusing on your company and focus on the customer. Try to think the way they think. Very few companies do this well. So when you do, you get big rewards in the form of sales and profits.
  • (Offensive) stuff that’s inappropriate or edgy or weird. Remember, if they hit “share” it goes to anyone they’ve connected to- their grandma, their boss, their employees, their mom, their kids… so a lot of people are only going to share PG to PG-13 items at most. The only exceptions are when your audience is defined by their edginess.
  • (Obscure) stuff that few people know about or like. Again, if most of their friends won’t even know what this thing IS, they probably won’t share it. They’ll know that their interest in it is weird. Like if you like the bands Rush or Yes, chances are, most of your connections don’t. If your business is all about that weird interest, go for it, but if it’s not central to your business, and it’s an odd post topic, it probably won’t get shared.

The 6 Types of Posts People Share:

This is a diagram I created based on my analysis of Agorapulse’s thousands of Facebook pages and post data back in 2012-2013. We’ve proven that these principles work for dozens of companies. And in every Social Audit we’ve done for any company, their most shared posts are always one of these six types.

(And by the way the 5-step framework you see on the left is part of my SuperViral Facebook Post Blueprint, a bonus I give people who join my super affordable Social Marketing Profit System course with Amazing.com)

#1 Posts That GIVE Go Viral

When you give, people not only want to reciprocate (you’ve read Cialdini’s Influence, right?), they also want to give the same to others.

So when you offer discounts and deals and run contests, you may see those get shared, and you may also want to make sure your contests are set up to reward people for sharing.

You can incentivize virality (give them a carrot to get them to share) with a variety of contest platforms.

#2 Posts That ADVISE Go Viral

This is another type of giving, but from an information and insight perspective.

When you give tips and how to’s that help people overcome obstacles and get closer to their goals and dreams, they get shared.

You increase your chances of getting shares when those tips and how to’s look super high quality.

So if it’s a video, give it some production value. If it’s a blog post, write a good title, make it scannable, readable, and use great images.

I would recommend infographics if Facebook is a big part of your distribution plan, because infographics are not very compatible with Facebook:

  • Facebook images are smaller and horizontal compared to typically gigantic and vertical infographics.
  • Infographics won’t pass the 20% text rule (put a 5×5 grid over your image, and you can’t have text in more than 5 of the squares), so they’ll never approve an ad to support it, so it will get very limited reach.
  • Instead, take the chunks of info you want to get across, and post them one at a time.

#3 Posts That WARN Go Viral

This often comes into play for news services, for example TV news.

But it can also apply if you know something about your industry.

For example, I could write a post like “WARNING: Facebook Ad Costs May Skyrocket in 2016” and talk about how

  • Since more and more companies are doing Facebook ads…
  • The ad costs are going to increase, and so
  • That’s why it’s so important to learn to resonate with your audience by knowing what they like, because
  • When you resonate, which increases your click-through rates,
  • Facebook lowers your ad costs.

So that’s how you tie one of the viral post types in with your sales message- I would then be selling either Facebook ad services or the Social Marketing Profit System. And yes, ninja trainees, I just sold it in this blog post too! 😉

#4 Posts That AMUSE Go Viral

Humor. Almost everybody loves it. The problem is: how do you do it in business? To do humor well in business, you have to:

  • Be relatable- it has to be based in a common experience of your audience
  • Make sure you don’t offend anyone (or not too much)
  • For extra credit, make a marketing or sales point with it that gets people closer to buying

And because of the not offending and not being edgy thing, it may actually not be that funny compared to what you’d see on Comedy Central. But that’s ok. Corporate humor that doesn’t make everybody uncomfortable and is in fact hilarious at a conference may only warrant a chuckle from you alone at your desk. You don’t have to be Chris Rock or Louis C.K. In fact, if you try to be, you’ll probably offend somebody, and you won’t get shares- and even if you do, it could hurt your company’s image.

Now this is different for every company- it has to fit your brand, your culture, and your legal department. Some companies are younger and smaller and are OK with taking more risks, and they benefit from them. That’s great. Just make sure the level of edginess you choose fits your company.

#5 Posts That INSPIRE Go Viral

People tend to agree with positive, inspirational messages. They “like” them. And they share them because of

  • The positive post made them feel good and they want their friends to feel good, too. I think this is probably the biggest part of the motivation.
  • They think the positive post will make them look good. “Wow, Brian is really wise for sharing that Facebook post.” I don’t know that we really ever think that consciously, because it sounds stupid when you voice it out loud, but the “looking good to others” factor does play a part.

#6 Posts That AMAZE Go Viral

We may not have created the Internet to see amazing monasteries in the clouds or puppy videos or Asian ladies covering AC/DC or skateboarders falling on their faces… but it is amazing how much amazing we can now spread.

The Internet connects us in a way that allows us to share more amazing things with more people than ever before.

In the past, it was just through TV shows (That’s Incredible! and Ripley’s Believe It or Not and America’s Funniest Home Videos), and people had to mail VHS tapes to these shows, or the TV shows had to have people traveling the globe to find them- but now so many people have smartphones, we can capture tons of things and the collective human race can judge and make each thing viral or not.

And all of that stuff is right there for you to find with Google and BuzzSumo and PostPlanner… because no matter how many people have shared it, a lot of this amazing stuff has not been seen by most people. It’s not only proven viral- it’s still new to many. Especially the stuff that was on sites like Ebaums World before Facebook. Sometimes you’ll see something go viral on Facebook and discover it happened four years ago…

So those are the 6 types of posts that go viral!

How to Make Your Revenue Go Viral

The goal here is not just engagement, though- but also to tie it into your sales and marketing messages.

Engagement is great, because every brand needs attention, but if you want extra credit and better ROI, make sure you’re also thinking about your customer’s pains and problems and your services’ and products’ benefits.

Tie it in and connect the dots. Give them a call to action related to your brand. Put a link in the text (and some utm parameters to track it well in Google Analytics) so that they can go somewhere to take an action meaningful to your bottom line.

You’ve already pressed their buttons and stimulated their emotions- so channel that into a transaction with your company- or at least make the courteous suggestion that they might considering doing that…

Then it won’t just be your engagement going viral- your revenue can go viral, too!

Real-World Growth-Hacking with Facebook Ads

Posted on Posted in Advertising, Conversion Optimization, SaaS, Social Media Strategy

3 Reasons New Websites Fail

We’ve done lead gen for dozens of companies in the last five years, mainly via Facebook ads (although we provide other services like AdWords and landing page and funnel creation, but Facebook is both hot and indispensable).

We also provide feedback when they run into conversion issues…. because, of course, if their site isn’t converting at a minimum level, our ads don’t look like they’re doing very well. That’s how we get low cost new site users and registrations.

Do you want more new users, and a lower cost per user?

We’ve seen some common obstacles and mistakes companies make…

The 3 Biggest Reasons New Sites Fail at Launch

Do you want to create a site that customers really want to use?

The biggest failures we see are when creators:

  1. Aren’t solving customers’ real pain points
    (Mistake: “This is what we THINK their problems are.” Stop thinking and start asking.)
  2. Didn’t create something customers really want
    (Mistake: “They SHOULD want this, right?” I don’t know. You don’t know. Find out.)
  3. Require new behavior that people may not comply with
    (Mistake: “This is cool and NEW, so people will go through hell to get it, right?” But new things are unproven)…

…and thus you may get low conversion rates, which means high cost per user acquisition, or no conversions, which is very disturbing.

Do you want to avoid those mistakes?

How NOT to Build a PIG

Marketing and advertising, at worst, is lipstick on a pig.

How to avoid building a pig: start with what customers need and want.

Survey before building using tools like surveymonkey combined with Facebook ads to your ideal target audience.

Isn’t knowing better than guessing?

Find out what they REALLY want- not what you THINK they want.

Test Your First 100 Visitors

Do you want to know how well you’re actually doing?

Make sure your website is converting from the start. Track mercilessly.

Can’t you just grow virally or for free on social media? Not every niche or product is super-shareable, so sometimes you still need advertising to get your first users in and learn from them.

Do you want to pay only for the customers who are the best fit?

Advertising ensures you’re reaching the right people. Organic social media is a crapshoot. Who knows who you’ll get. Maybe people who don’t need your site.

Do you want to grow fast and make your users super-happy?

The companies that thrive are the ones that evolve quickly based on analytics and user feedback.

Use tools like hotjar to watch what real users do and where they run into trouble.

You can also use their poll to implement the Ask question process on your website.

Do You Have a Conversion Problem?

A conversion is when you get a user to do something:

  • Register
  • Opt-in
  • Buy

It’s what you want them to do.

You must be able to see your conversion rates.

Do you want to accelerate your success and lower your costs?

Users should convert at at least 10-40% for free services, and at least 1-2% for paid ones.

  • If you’re over those benchmarks, you’re on track. Then great marketing can accelerate your success.
  • If you’re below them, something is wrong: targeting, user experience, product concept, copywriting, etc.

Do you want to avoid wasting money?

Make sure you have Google Analytics goals set up, and you’re tracking properly with Facebook, AdWords and other conversion code. These need to be tested so you are 100% sure they’re accurate as early as possible, ideally BEFORE you pay for ad traffic.

Do you want to be able to KNOW WHAT users DO on your site?

Program your website so that every page has its own URL, or you’ll have trouble tracking user actions. For some reasons a lot of programmers like to make things happen without the URL changing, but this creates tracking problems. You won’t be able to get the info you need to find out what’s wrong or get better results.

GA behaviors don’t lead to as good reporting as GA goals. You want to be able to map goals back to traffic source, landing page and more.

Do you want to know the best webpage to send them to, so you can get the lowest cost per new user?

One of my favorite custom reports in GA maps landing page (the first page they came to on the site when they visited) to conversion rate. That way I know what the best first page is to send people to with ads:

Split Testing Is NO LONGER Optional

Do you want to learn WHAT makes customers DO what you want them to DO?

Custom website programming causes a lot of tracking and improvement obstacles. One of them is the inability to split-test.

You need to be able to test multiple versions of your opt-in or registration pages. This is no longer optional.

Creating only one version of a user registration form and not being able to improve its conversion rate is a vulnerability for your business and increases the cost of customer acquisition.

Split-testing…

  • Increases conversion rates,
  • Lowers customer acquisition costs
  • Teaches you what they respond to and what they don’t.

You can get better results throughout your company by applying those learnings:

  • To your ads
  • To your product development plans
  • To how you write emails
  • To your customer service FAQs
  • To your intro videos, etc.

The best market research is the data that shows you what your actual customers respond to or don’t.

This is the most valuable info you can get about them- what will make them take action.

That’s why landing page optimization tools like LeadPages and ClickFunnels and Unbounce are doing so well right now.

(I actually split test the titles of my blog posts, too, even this post!)

Want to create an awesome site AND get lots of new users affordably?

Some people go so far as to say the website is dead… but you and I know many companies want to create something new and unique- my recommendation is to think modularly:

  1. Let your website do what it specializes in, but
  2. Plug in a landing page tool + email marketing service to get customers into your SaaS.

If need be, create a data-bridge program to pull customers from the email service into your database. (Or… feel free to program your entire own split-testing platform- But that would be a ton more work.)

The upshot is:

  • Don’t reinvent the wheel.
  • Don’t use a crappy wheel that doesn’t function just because you programmed it.
  • Don’t build a car that doesn’t have wheels (in this analogy, split-testing is a wheel).

Use industry best practices and plug into the services that are already out there.

Make sense?

 

RANT + PODCAST: “Do Whatever It Takes”

Posted on Posted in Facebook Marketing, Inspiration, Productivity, Social Media ROI, Social Media Strategy, Strategy, Thought Leadership

Do Whatever It Takes

This is a blog post that began as a podcast- feel free to listen instead, or listen AND read along below.

Today, I want to talk to you about something I think is really important for success for business and something we see all the time with marketing.

You have to be willing to do whatever it takes to get better results, and to avoid your competitors eating your lunch, or your entire industry being disrupted!

Companies run into a lot of different obstacles. Sometimes, companies hire us because they just need help with something they can’t do, like we’ll do Facebook ads for them, and they can’t do it, and we can get them the results. Other times, they just have a problem, and they don’t know what it is.

Sometimes, we have really complicated clients who have a ton of problems.

Sometimes, they have reputation problems. And, sometimes, we can do certain things.

We’ve got a client who has a big reputation problem. We can do certain things for them, but they also have some issues with customer service. The level of customer service is not high enough. They set expectations for customers they can’t possibly meet. They’re not really clear how to describe what they are compared to other companies.

There’s a lot of issues that have, so, when you start trying to market to solve some of these problems you discover, some of them you can solve, and some of them are internal company problems.

You’ve got to give them feedback, and I wonder if they think they think it’s weird…

  • “The marketing guy’s telling us to improve our customer service!”
  • “The marketing guy’s telling us we don’t know what our company is about!”
  • “The marketing guy is saying that it’s not okay that our IT people are telling us that something is impossible!”

…and that last one is the one that gets me the maddest. Because right now, everything is internet-based. Everything is programming-based. Everything is computer-based.

And it’s a gigantic opportunity, it’s been a gigantic shift in our economy and in business, and the world is completely changed. I mean the new thing with Amazon, you’re seeing those buttons where you get a Tide detergent button you put in your kitchen, and, when you’re running out of Tide, you would just push the button, and it orders it through Amazon. It shows up to your house 2 days later.

Very dangerous. You don’t want to have that for candy with you if you’ve got kids in the house, right? 🙂

Technology is everywhere, and so many companies have come out of nowhere, like Uber using smartphones to disrupt the entire transportation industry, not just taxis but they’re going to be competing with FedEx and DHL and UPS.

They’re running the Uber Eats thing in Houston as a test, delivering food. I wouldn’t be surprised if they start delivering groceries and either Amazon or Uber disrupts the whole grocery business.

You always see, anywhere that technology can improve convenience, new companies win and old companies lose. Companies like BlockBuster go out of business because of Netflix. The list is super long. Borders went out of business. Not only did Borders send traffic to Amazon rather than having a web store, which is just idiotic, but they didn’t adapt like Barnes & Noble did. Barnes & Noble copied the Kindle, created the Nook for an e-reader, right? And so Barnes & Noble has survived. They’re profitable. Borders went away.

Now, my point about this is is that, if your company, and we hear this sometimes, has an IT department or programmers who are saying, “This can’t be done,” or, “We can’t do it,” or they’re just slow or they’re just stubborn or they’re just difficult.

I grew up a geek. I’ve programmed some. I’ve hung around programmers. I know programmers. And I understand. They’re different, and they’re great. I love programmers. They’re different, so sometimes they struggle a little bit with some of the social things that other people in your company don’t struggle with, and sometimes they have different priorities, and sometimes they’re hard to deal with. Sometimes they’re difficult.

But the thing is I think you have to be willing to go nuclear on your programmers and say, “Look, you guys are problem solvers. You have to be willing to solve these problems. I’m not interested in you saying you can’t solve this problem. Don’t tell me you can’t do it. I don’t ever want to hear that. Solve the problem or you’re fired.” It needs to be that simple.

If you don’t have a culture of programmers and IT people that will solve problems quickly and see themselves as quick problem solvers… the overall topic I want to talk about today is willing to do whatever it takes, because there’s a lot of disruption, and there’s a lot of change, and there’s a lot of opportunity.

Millennials get it. They’ve grown up in a time where everything has changed frequently.

A new business can come out of nowhere and they no longer use the old business, whereas people who are over 50 will have stayed loyal to a company or business model for 10 or 20 years or whatever. That may seem weird to them, and, basically, you may take your customers or business model or advantage in the industry for granted. You ignore problems, assuming you can.

Another younger, faster, more agile, more motivated company comes along with programmers who do want to solve the problem you’re ignoring- and suddenly it’s too late for you.

The biggest enemy for companies that are going to get disrupted is an internal culture of laziness and procrastination and just barely good enough instead of ambition.

You really need hungry people, because there are so many start-ups, and many of them fail, but a few of them completely disrupt industries, and that’s the problem, right?

You have to be willing to do whatever it takes.

We see this on other levels too. When we work with clients sometimes, some of our clients are still getting used to the whole fact that we can test a whole bunch of different messages with customers, and we can test a whole bunch of different images. They’re so used to the old marketing paradigm of, “Let’s decide what the ad and the marketing images and all that stuff are before we put it out.” They decided on the basis of personal preference, like, “I just feel like this is good.” They’re accustomed to making these decisions on, very little knowledge about the customer.

Often, they think they know the customer better than they actually do. Often, the data we as their digital marketers come up with about the customer when we run a bunch of different ads is surprising to them. We learn about the customer. And there are some great tools, Facebook Audience Insights, with their data partners and all the information we have from all those retail loyalty programs, gives us net worth and income, and shopping behavior info, and all these things that we can learn about your customers, especially if we upload your email list and we profile those people or we profile the emails of your buyers versus those who don’t buy. That’s gigantic, and we learn a ton about your audience, then we learn more when we run all those different ads.

If your internal culture is not willing to do whatever it takes, they’re not willing to let go of their preferences about messages, they’re not willing to let the customer tell you which ones they prefer. 

Instead of having an internal counsel at your company that decides what messages should go out… Yes, you need legal, yes, you have to have brand parameters, but I’ve seen companies make a lot of arbitrary decisions that are above and beyond those things. Creative decisions that don’t have anything to do with their branding.

The thing is, if you do that, if we’re just doing it with guesses and with, “It’s my opinion,” what the data tells me from having run, 10-15 years now of ad tests and experiments is that, even when you have the data on your customers, EVERYONE’S guesses about what your customers are going to like are often wrong.

Being personally attached to your ideas is a liability in digital marketing. It’s a huge liability. It’s why some companies are losing at marketing.

There are some great books out now, the Freakonomics books, the Daniel Kahneman… books out there about the biases that we experience. We have great science now about basically the ways in which our perception is often wrong. The ways in which we fool ourselves, the ways in which our ego basically screws up our chances of success.

So when we get so attached to our own opinions, or when your company has a system that allows that… The way around it, I love this whole digital marketing laboratory approach, because the older thing was you’d have like a boss who has a great marketing idea, and, if you have a marketing director who isn’t that strong of a personality, then they’re always getting bulldozed by the boss who has a marketing idea, which may be good or bad and often may be bad.

They’re not trained in marketing, and, when you’re a CEO, you’re basically getting told you’re awesome all the time, so anybody that’s in that situation starts to believe it, whether they are awesome or not, right? So you’re putting out these marketing ideas thinking that they’re awesome because you’re awesome, and, if they’re not working and especially if you’re not tracking, you don’t really know if they’re working.

But, in a digital marketing laboratory, where we can see where each ad, “Does this ad get us leads?” “Does this ad get us sales?” Then you can tell, right? The boss can have an idea, the marketing director can have an idea, the marketing assistant, the marketing interns, they can have ad ideas, and we can see which ones work the best. Now, that’s a democratic situation where we get to see what works.

If you’re still attached to your ego there… Then, when your ad doesn’t work, you feel bad, you feel ashamed, you feel like you lost, you feel like you’re a bad person, you feel like something bad is going to happen, but that’s not what we’re doing. We’re not trying to prove we’re good people by having good guesses. That’s not what we’re doing.

We’re trying to put enough ideas out there to let customers choose the best one so that we have a better chance of succeeding.

Because the fact is like there is a research study that showed that, after 10 years or more, marketing experts do not get better at guessing which creative ad marketing message or image is going to work the best. They don’t get better at it.

You don’t get better at it. What you can get better at it is being disciplined about the process of putting out more ideas. And, yeah, you don’t want to put out stupid ideas. I think you get better at finding some best practices, but there’s often things that break the rules. A lot of people I know, including myself, who’ve run conversion optimization on landing pages find that, when you put a video on the landing page, it doesn’t convert as well as when you just have an image, which is counterintuitive, and there’s a lot of counterintuitive stuff in digital marketing. That’s why you have to test.

All the people who are going by their gut are going to fail on the counterintuitive stuff. All the people who are testing are going to find a counterintuitive thing that works awesome and the super-performing outliers, and they’re going to find the things that work super duper well that you wouldn’t have found if you didn’t have an open mind and you didn’t test a lot of stuff.

The companies that aren’t willing to do whatever it takes… They aren’t willing to put aside their ego, they aren’t willing to make their program solve problems, they aren’t willing to test a lot of ideas, they aren’t willing to go with the analytics instead of opinion, those companies are going to lose.

It’s simple as that. They’re not going to get as good of results. They’re not going to have as big a profit margin. Their spend is not going to be as efficient. So they’re not going to do as good.

For a public traded company as well, you can only go so far on all that cash. There are plenty of companies that are huge that fail. And that get bought up. And there are plenty of troubled companies that get acquired, disassembled, et cetera by better companies. Being big is not good enough. You have to be willing to do whatever it takes.

That’s what I wanted to say today. It is kind of a rant.

I’m amazed that people don’t do it, but I think that, for me, it comes from just a insatiable desire to get results for whatever I do.

And I do that in comedy, I want to get laughs, and I do it in business, I want to get clients, leads, and sales, and whatever results they want. But I go with the data, and, when the data tells you what’s working and what’s not, that’s when you have to make the change, right? It just doesn’t make sense to me when you’re not willing to go whatever direction the data, which really is what the customers are telling you through the data, which direction to go.

If you’re not willing to go the direction the customers are telling you to go, well, you’re missing a gigantic component of business. You’re in business to satisfy the customer so they will part with their money, and you’re there to satisfy them to make them happy so they’ll continue to give you their money, and everyone will be happy. The data tells you what to do to do that. You have to be willing to do whatever it takes to create and sustain that relationship.

That’s it. I’m going to go to Las Vegas and talk in the Amazing.com Conference. It’s like 4 days with a thousand customers who have bought courses from Amazing.com, which I call them the Mercedes-Benz of course creation. Udemy I call the Wal-Mart of course creation. Nothing against Udemy instructors, et cetera, Udemy’s got a lot of great stuff, and they’ve been doing great things for a long time, but Amazing.com takes it to another level. They’ve got an instructional design person on staff. They treat instructors like really well. They flew me out to Austin to film parts of the videos.

I’m creating a course called Social Marketing Profit System. It’s got 4 and a half hours of video, 25 videos on the basics of Facebook marketing advertising strategy, how to not choose the wrong strategies, because, again, this is a counter-intuitive thing. A lot of people, the first things they choose to do are actually not the most effective ones, and everybody’s making the same mistakes instead of getting a little bit of training and avoiding that heartache, avoiding losing that money, right? Save some money, save some heartache.

Some people do their own things, and then they conclude that Facebook marketing or advertising doesn’t work. Well, that’s just dumb. You didn’t get any training. It’s a very complicated system. There’s a big learning curve, so, just like anything that’s complicated, you need to get some education before you try, or you’re likely to fail.

And then there’s a whole bunch of stuff on how to get better likes and shares and comments on your Facebook posts and a ton of information about Facebook advertising, how to get better results. We’ve got all kinds of results. I mean one of the big things that’s different about me from other Facebook marketing instructors is I’ve worked with a ton of real companies getting them real results, leads, and sales. I don’t just go out and teach people to be social media consultants. I don’t just run retreats where we talk about personal growth.

I love personal growth, but I work in the real business world helping real companies get profits and leads and sales and stuff, right? And I’ve done that with all sizes of businesses: small business, medium, Fortune 500, all over the world, talked to all kinds of different audiences. I know what works and doesn’t work for real businesses. The first people that got profits from Facebook marketing in 2011 were students of mine, we’ve been succeeding like that for 4 years.

I used to hate to bang my own drum, but, right now, I hate to see people go get training that doesn’t come from that kind of experience. I was talking about data. We’ve got a ton of data from companies showing what does and doesn’t work for business to consumer and business to business marketing on Facebook. It’s the most powerful platform in the world. I think it’s the most powerful marketing platform ever. I could go on and on about it, and often do.

I love Google, and Google’s important, and you’ve got to do Google ads if they’re profitable for you to a degree, but then you’re going to get limited sales volume. So, after that, if you want to expand, reach more people who are potential consumers, convince those people to buy, Facebook’s the most affordable way to do that. And they just put out new stats: 1.55 billion people on Facebook. I’ve spoken in a bunch of different countries, and, in most countries, at least 50 percent of the population is using Facebook.

It’s super viable, and the ads are super affordable. You just need to know how to do it right. If you use the system that I teach, you’re going to cut your ad cost by 50 to 90 percent, and that means your spend is going to go twice as far to ten times as far, okay? So you’re spending maybe 500 bucks a month? Maybe you’re going to end up getting 5,000 bucks worth of advertising out of it. Or, if you’re spending 1,000 bucks, you’re going to get 2,000 to 10,000 dollars of value out of it because you’re probably doing some things wrong right now.

For example, if you’re trying to get people to go to your website by putting a link in a post on a Facebook page and then you’re boosting that post, your cost-per-click for that link is probably a dollar or two or more. That’s ten times higher than it needs to be because you’re using the wrong kind of ad, right? You need to be using a website conversion ad or a website traffic ad from within the Facebook ad manager or Power Editor.

Little mistakes like that, there are a ton of them, and I’m going to share those with the 1,500 people at the Amazing.com Summit. That’s going to be exciting. I’ll be in Las Vegas for 4 days, and I’m going to be doing a lot of webinars to promote this thing, this course. It’s going to be a big push for me. It’s going to be good, because I’ve done a lot of webinars for other companies, some of them had paid me, some I’ve done it for exposure, but I haven’t done it for myself because I never had the right product, and now I’m with a company where we’ve got a great product, and I think it’s the right time. I think it’s time to tell people, “Look, you’ve got to demand results from Facebook. You can do it. This is the system.” So I’m going to promote the heck out of that.

I hope that was all helpful to you guys. If you have any questions, you can always contact me through the contact form on this site. We do a ton of different types of services for people and companies as well, and you can check those out there.

That’s it. I’m running out of steam, and I got to get ready to get on the plane, so I hope you guys are doing well and your business is doing well and your family is well. I wish you guys all the best.

Robert Rose from Content Marketing Institute [Video Interview, StoryDNA] with Kathy Klotz-Guest

Posted on Posted in Social Media Strategy, Storytelling, Thought Leadership

Kathy Klotz-Guest and I interview Robert Rose, the Chief Strategist for the Content Marketing Institute. He has a background in the entertainment biz, then the whole Silicon Valley startup thang… with an emphasis on great storytelling as a competitive advantage. AND… Robert is the author of The Seventh Era of Marketing.

 

What Content Marketing is NOT

Posted on Posted in Content Marketing, Marketing Automation, Social Media Strategy

What’s the point of content marketing?

  • Is it just getting some blog posts up?
  • Is it creating cool infographics to get tons of shares?
  • Is it becoming a podcaster?

Well… those are all examples of content marketing- but what is the point of content marketing?

Professional, enterprise-level content marketing… what we should all aspire to- is organized, measured and automated. Great content marketing drives everything toward sales and repeat sales. Conversion and loyalty. That’s the point.

Content Marketing is NOT getting as many shares as Buzzfeed. Even when you succeed with top-of-funnel awareness-raising supercool content in your niche, it probably won’t have the broad human appeal of bacon or “26 Pictures Will Make You Re-Evaluate Your Entire Existence” or “24 Pictures That Will Make You Feel Better About The World“.

So content marketing is not about viral marketing. And good thing, too, since your chances of pulling that off are slim to none.

Content marketing is about sales.

And you can’t do professional content marketing without marketing automation. Even if it’s just an email autoresponder of follow-ups for people new to your brand.

7 Content Marketing Questions Your Organization Must Answer

You have to answer these questions:

  1. What are the buying stages of my prospects?
  2. What does that make our funnel look like?
  3. What content do we have for each stage of the funnel?
  4. What is the conversion rate for each of those pieces of content- what % of content-consumers does it get to the next funnel stage?
  5. Where is the bottleneck?
  6. What kinds of content are we missing?
  7. How can we improve our results?

Until you’ve answered those questions, you don’t have strong content marketing.

The 14 Stages of Organizational Content Marketing Evolution

And if you’ve been focusing on buzz only… well here are the stages of content marketing evolution in an organization, as stated by your very excitable marketing person:

  1. “Oh no: We don’t have content!”
  2. Yay! We have a blog!
  3. Oh, no! Our blog isn’t getting any attention!
  4. Oh, no! Our buzzy posts aren’t getting shared!
  5. Oh, no! We need more types of content!
  6. Oh no! We don’t have enough budget!
  7. Yay! We have more budget!
  8. Yay! Now we have lots of content!
  9. Oh, no! Our content isn’t organized!
  10. Yay! We purchased marketing automation!
  11. Oh, no! We’ve had marketing automation for 3 months and haven’t set it up!
  12. Yay! We are tracking the success of our content!
  13. Oh, no! Our content isn’t effective enough!
  14. Yay! We have a new comprehensive content marketing plan!
  15. Yay! We are coming up with new content for the bottlenecks!
  16. Yay! We have content marketing ROI!

Got it? Please feel free and go ahead and skip some of the learning-the-hard-way!

That said…

7 Types of Compelling Content that Convert

…here are some tips on creating content that converts better and gets more sales:

  1. Dispel lies & myths about your niche to gain authority and trust.
  2. Arouse fear and worry about making the wrong decision to gain trust.
  3. List the mistakes customers make in your niche to gain trust.
  4. List the problems it will help them overcome and show your offering’s benefits to get into the consideration set.
  5. Prove the unique superiority of your offering to beat your competitors.
  6. Tell stories of customers’ specific results. Film testimonials from customers to gain trust.
  7. Walk prospects through how your offering will change their experience of life or work activate their emotions.

Not sure what channels to use and what content to create? It helps to map out your buyer stages, then what question you need to answer for buyers at each level, then what channels you’ll do it in:

Now I believe you have plenty of work to do? Get to it! 🙂

35 Facebook Profit Tips UPDATED for 2017

Posted on Posted in Advertising, B2B, Content Marketing, Facebook Advertising, Facebook Marketing, Facebook Posting, Social Media Lead Generation, Social Media Marketing, Social Media ROI, Social Media Strategy

REVIEWED & UPDATED March 28, 2017- None of the previous tips expired in value or relevance. I’ve added a few new bonus tips at the end for 2016.

This post was originally written in June 2015. And some of these tips have been true since I started teaching Facebook marketing in 2011. I wrote this list a few months back for a keynote talk and have kept them up to date.

The tips are divided into 3 groups

  • Overall Facebook Marketing
  • Facebook Posting
  • Facebook Advertising

Note that Facebook marketing is a stepwise, funneled process- so, though not every tip is focused on the last step of the funnel, each tip is trying to increase your results down the funnel.

16 Tips That Apply to All of Facebook Marketing

1. Check out Facebook Audience Insights for your type of customer. This tool is located in the Ad Manager. Learn who your fans, prospects and customers really are. I’ll bet at least one thing surprises you. If you don’t have enough fans to see other likes, choose your biggest competitor, or an interest in your niche instead.

2. Don’t bring up a bad thing unless your offering fixes THAT problem. Or unless your specific audience likes warnings (e.g. bad weather) or being negative. In which case, your bad posts will get a LOT of likes. If they don’t, you don’t have that kind of audience. However, empathizing with your customer can be really powerful. Some of our most powerful case studies come from this.

3. Use happy positive faces that are close-up enough for us to read their expressions. 🙂

4. Avoid bland stock photography. Even if you have to take your own photos, find something authentic. If you do use shutterstock, find something exceptional.

5. Animals work. Even people who hate kids love animals. Yes, you can definitely make an animal relevant to your brand and yes people will love it. Yes, even in B2B. They’re still human beings. Open your mind and try it.

6. Cute works. Kids, animals, Ann Handley, etc.

7. Dogs always win. Pugs and labs are some of people’s favorites. This is the cutest dog on the planet.

8. Try something w/e/i/r/d. At the very least you’ll STAND out. Like that joke about my Grandma. You haven’t heard that? You need to watch my keynote videos.

9. Write content about mistakes people make in your niche- if you want to boost conversions.

10. Be brief, simple and clear. Try Hemingwayapp.

11. Test everything. Test posts, ads, images, cover photos and landing pages. I even split-test my blog post titles.

12. Capitalize on the big winner. Do more of what works and less of what doesn’t. Learn from what did and didn’t work, and come up with new ideas that are more like what worked and less like what didn’t.

13. Learn from what your customers like. What they like is in Audience Insights and how they respond to your posts and ads.

14. Keep testing new ideas. Don’t give up. Don’t settle for what’s the best right now.

15. Shorten your funnel. Try to take out a step or two. Make it easier for your customers. It’ll boost your conversions and profits.

16. Think about whether your customers public and private faces are different. Serve the public one with public posts. Try segmented ads, private videos and segmented email lists for the private ones.

8 Facebook Posting Tips

17. Test multiple ways to say the same thing. Try more than one way to express it. Use science to test diverse language.

18. Include links in posts to get website traffic. (But when it comes to ads, this is not the most affordable way to get website traffic- read this).

19. Include a call to action to get them to do something. Like, “Hey, subscribe to my podcast, it’ll make you a better marketer, better business person, and you’ll smell better too!”

20. Track which Facebook posts work and don’t work. Figure out why you think they work or don’t. Develop your theories and test them with your next set of posts. This is one reason not to create a whole month of FB posts at one time. First, it doesn’t give you time to learn from the current month before scheduling new posts, and second you’ll get smarter every week, but your posts will be up to 4 weeks dumber than you are now.

21. Create coaching and cheerleading posts. Motivate people, and echo their values, beliefs and likes.

22. Find famous and motivational quotes.

23. Use universally revered people for images and quotes. Einstein and Maya Angelou are good. Thomas Edison is not.

24. Follow the 6 do’s and 4 dont’s from my Contagious Content ebook.

9 Facebook Advertising Tips

25. Always choose website conversion ads if you can (rather than just clicks to website), and use a conversion pixel. Even if you aren’t going for leads or sales, try putting the conversion code on a deeper valuable page your best visitors would check out.

26. Modify your targeting with behaviors like people who use Facebook payments (tells you with more certainty they have money to spend and/or might be a good ecommerce prospect) or lines of credit or other financial info.

27. Test granular creative to granular targets. Did you find 3-4 main demographic personas from Audience Insights? Are you testing personalized advertising to these personas?

28. Try widening your targeting and making your copy more specific. You can “target” by using the ad text to tell them who should click and who shouldn’t.

29. Test retargeting, custom audiences and lookalike audiences. Sometimes they work. Sometimes they don’t. But they must be tested.

30. Test using the brand name in headlines vs. not. You could also call them out by job title or interest.

31. Test superlatives. Are you or your product the most/best/cheapest/biggest/etc?

32. Test images featuring the product vs. not. You could also show a representation of their dream aspiration, or their current nightmare.

33. Show a preview of a lead magnet- or use an image in the ad that’s also on the landing page. Then they’ll know they’re in the right place when they land.

34. You can do lead gen ads now in two ways- via website conversion ads, or the new “lead ads.” The latter have a few weaknesses right now. #1, they have been more expensive in our tests. #2 You have to remember to log in and download the emails regularly from Facebook, then manually email people. It’s easier to use LeadPages or ClickFunnels tied to Aweber or MailChimp set up with automatic welcome messages or an autoresponder series. I suppose you could weekly download them, upload those to a system like GetResponse that lets you upload emails, have an autoresponder there, but after a week they’re cold. You’d need to download and upload the emails daily. Some companies are working on a solution to this, but right now it’s a mess. We still recommend website conversion ads combined with a landing page split-testing solution like LeadPages, ClickFunnels, Unbounce, etc.

35. One of the biggest problems we see with clients are when they create their own landing page or lead gen process. Custom programming can create problems, inflexibility, or interfere with tracking. If your website can’t split-test, you should use an industry-standard landing page solution like LeadPages, ClickFunnels or Unbounce. They can be customized to fit your brand and often can be made to look like they’re hosted on your main website or a similar one. Branding can be fixed. A lack of split-testing or the inability to track conversions cannot be fixed as easily.

That’s it- start with a few, and add some more of these tips to your practices every week!

Geeky Lady ROI: Social Media Measurement with Nichole Kelly

Posted on Posted in Analytics, Social Media ROI, Social Media Strategy

Nichole Kelly is the author of How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI.

As a bottom-line driven executive and CEO of Social Media Explorer|SME Digital, Nichole is most widely known for her Full Frontal ROI methodology; a systematic, measurement-orientedand practical approach to connecting an organization’s social media marketing activity to core business objectives: sales volume, revenue and costs which is documented in her book. And… Nichole is one of the best speakers on using social media to drive business performance!

Your InfoProducts Empire: Copywriting and Infoproducts with Alyson Lex

Posted on Posted in Copywriting, Social Media Strategy

A very pleasant and enlightening chat with Alyson Lex of Rock Your Marketing.

Alyson Lex got her start working for two of the highest-paid and most sought-after copywriters and strategists in the biz, Dan Kennedy and Bill Glazer. As the marketing manager for their company, Glazer-Kennedy Insider’s Circle, Alyson got a first-class education in all things direct response, marketing and copy.

Recently, Alyson began working with coaches, consultants, speakers, authors, podcasters, bloggers, experts and info-marketers to create programs and products that SELL… copy and funnels that CONVERT… and kick-ass strategy to bring it all together into one Info-Empire.

We talked about:

  • Her work at Glazer and Kennedy (Bill Glazer & Dan Kennedy)
  • Her biggest takeaways from working with them
  • It seems like there’s a huge need and desire for infoproducts
  • What people struggle with the most in copywriting and infoproduct creation
  • The biggest mistakes people make
  • The first thing someone should do when they think, “Oh, I need an infoproduct.”
  • Where to start your Info Empire