Since changes to Facebook’s news feed have impacted on the organic reach of a lot of pages, more and more publishers are turning to Facebook Advertising to supplement their current efforts. And if lead generation is part of the strategy, there will typically be a funnel of some sort involved.
Usually, this funnel would involve created a cold (sometimes icy cold) interest-based audience, creating a couple of ads and sending them straight to a landing page. This might not be the best solution for you. Instead, why not have a look at a funnel that engages people with some educational content in Facebook first before you send them to a landing page?
Here is an example of what you can do within Facebook to create warmth and engagement in an audience before you send them to a landing page.
Take your existing email list and upload it into Facebook to create a Custom Audience (making sure your list is compliant).
Use this to create a ‘Look alike’ audience. This is who you will target in your campaign.
Set up an ad campaign with an ‘Video views’ objective
Set up your Ad set to target the look alike audience you created earlier
Create a video-based ad and publish it!
After a few days, see if you have people watching your video for more than 10 seconds. If you do, then create a custom audience of those people.
Set up a new campaign for your landing page
Target the ad to the people who watch your video
And the best thing about the above is that you can use this strategy for any campaign not matter the industry or subject area. You can even add additional videos or other types of educational content at any point during the campaign if you want to have more engagement.
Also, the video can be one you upload or even a Facebook Live. Lastly, you can create a look alike audience of those who engaged with your video and start a new campaign!
If you’re in business, you’ll know how important it is to toot your own horn to your potential customers. If you don’t say how brilliant you are at what you do, then who will? The short answers is – your customers! So let’s look at why reviews matter, and how you can use them to use your business.
For those of you who are reluctant to say how awesome you are, reviews are a much more gentle way of letting your prospective customers know that you are good at what you do. Additionally, this type of third party ‘social proof’ lends more credibility to you.
So here is how you can gain reviews for your business.
Encourage online reviews
When you’ve delivered a product or service that changes lives, and your customers are raving about it, then you should be asking them to leave a review online.
Ideally, your reviews would demonstrate what you do to help your clients, and how it impacts their lives. And the more specific the better.
I work with a copywriter who is incredibly talented, and the best thing she did is send me an email asking me to give her a review, and listed the links of where she wanted the reviews. You can do this to. The platforms you should cover off are:
Google (because Google owns the online universe)
Your Facebook page
Show case studies on your website
To help potential customers understand what you do and how you help, case studies are a perfect tool for this.
What was the situation like for the clients BEFORE they found you? Take a photo of the before. Then as you are working with your customer, you can take progress shots (if it’s a long project). And then when you are finished, take a photo of the end results and get your customer’s feedback in writing or on video.
Use testimonials in your content
Once you have written (and hopefully some video!) reviews and case studies, you should use them across all of your online channels. Use a platform like Canva to whip up a template where you can drop in a quote or testimonial from a client.
For case studies, write a blog article, or create a video, so you can post the link across social media.
Over to you
Do you have a way to collect and use reviews from your customers?
Today I interviewed Rosalie Gordon from Planet Properties on a Facebook Live to talk about how they market their business on social media. We also talked about using email, and how important it is to protect data you collect from your clients and others who sign up to receive marketing communications from you.
It’s only that start of May, so why would we even think about End of Financial Year (EOFY)? Well, if the start of this year is anything to go by, the next 6 – 7 weeks will creep up on you way too quickly! But also, by getting in now, you’ll start getting your client thinking about what they need from you.
So, if your business serves other businesses, you are well placed to start marketing EOFY messages from now until June 30. By helping your target audience get in some last-minute tax deductable purchases, you’ll benefit too, with increased sales.
Here are 7 ways to take advantage of this time of the year:
Have one or two entry level offerings (like a paid audit, or consulting session) that you can focus in on to bring new clients into your business.
Send an email to your current clients and upsell or cross sell an offering they can take advantage of, and perhaps throw in something a little extra to thank your clients.
Create urgency in your messaging. Make sure that your offer is compelling and time restricted. You might even consider a further incentive, like a small percentage discount, or bonus offer.
Make sure you post content on LinkedIn. A long post is great for this, or a regular post with a link back to your website, or place where the offer can be taken up.
Create some Facebook ads to drive awareness and traffic to your offer. This is a great opportunity to remarket to people who have already gone to your website, and also create look alike audiences of your current clients.
Create a couple of blog posts that talk about how end of financial year relates to your industry and have a clear call to action at the bottom. Then post these to your social media accounts
Research trending hashtags and start using them (where appropriate of course!) so that your content can be seen.
How will you market your business before June 30 this year?
One of the strongest ways for companies to engage and to communicate with their customers is through email marketing. By using email, they can keep in touch with their clients and inform them about their services and new products. The use of email marketing can amplify a businesses’ marketing strategy through nurturing existing contacts.
So how often do you need to send out your emails to your clients?
Based on Australian research, one possible reason why customers unsubscribe is because you send too many emails with not enough valuable content. Some people consider these emails as spam. Companies should be careful in sending emails to avoid their accounts from being reported. In Australia, there are strict rules that need to be followed to comply with the Australian spam laws. The following are the three simple steps that will help you do responsible email marketing and abide with Australia’s legislation.
Make sure that you ask for the person’s consent before you send this type of marketing. This is mostly done through Opt-in mailing lists.
In any email marketing, you should always remember to identify the organisation which is responsible for the sent emails.
The customers must have an option to unsubscribe with the emails sent to them.
Although there is really no hard and fast rule on how many times you should email your database because it depends on what you are trying to accomplish, you should always err on the side of caution. Regarding on how often you should send emails, there are some guidelines that you can follow in order to make sure that you’re still on track when it comes to updating your database.
Send email a minimum of once per month. If you blog once a month, or have monthly offers for your customers, this is the perfect frequency for you. Make sure you commit to once a month, and no less, as you still want to remain front of mind for your database
Send email a maximum of once per week. We recommend sending emails a maximum of once per week, unless you have breaking news or something urgent or compelling to say. When you send out emails in a daily manner, your customers will simply unsubscribe you or even report the emails as spam.
Clearly, there is really no perfect answer on how often you need to email your database. But one thing is for sure, whether how many times you send out, daily, weekly, or monthly, you have to remember that the content is the key to make your email marketing strategy effective. Always make it a point that your email provides quality, valuable content.
If you want help getting more out of your social media marketing, please download our free step by step guide today!