One of the symptoms of a dead business and doesn’t know it is the inability to stay current with their competition. The idea of doing things the way you’ve always done them has rarely worked in business. Yet, the switch from how we interact with our clients has probably changed forever. People who’d never purchase online found there was no other choice.
People who hate technology found the only way they could connect with friends and family for holidays was through video online or simply go without. Educational institutions have forced online learning. The next generation of leaders is learning how effective and efficient it is to do as much as possible online. Can you imagine how this is going to impact how people purchase over the next 10 years?
Until about a year ago, many business owners thought using Facebook marketing was something they’d eventually “get to.”
Since everyone is home and glued to their social media accounts, Facebook marketing has become a “have-to.” Although there are many other social media platforms, Facebook is the 800 lb. gorilla in the room. From baby boomers to gen. Z, the most significant influence you can have on social media is inside of Facebook.
I don’t like the idea that some other entity has control over my ad cost, who sees it, and how effective an advertisement I’m allowed. I’m not suggesting that Facebook Paid Advertising is a “no-go.” I’m suggesting there are ways to utilize this powerhouse to get your maximum ROI. Here are 3 things to consider and implement to ensure you get the biggest bang for your buck. The best part is that it costs zero dollars to do it if you want to see how effective it is.
1.) Authenticity is THE new selling model.
For as long as I’ve known, sales and sales training was set as an “us versus them” mentality. The client is a “suspect. They don’t know what they really want, and it’s our job as salespeople to do whatever it takes to show them that we’re superiorly informed.” “No” is only “not yet.” Well, that’s absolute horseshit. I can promise you this, let someone you’re being intimate say “no,” and continue to try to convince them to say “yes.” You’ll deserve every bit of the shit-storm that ensues. Our ideal clients are MORE informed than ever before. They often know the benefits of the products and services better than you. What they DON’T have is the experience you bring. So, how does this tie into Facebook marketing? It’s the perfect place for you to build the “know-like-trust” paradigm with others. Even before you become intentional in marketing your business, you can easily share posts to let others know WHO YOU ARE.
You can share the lessons you’ve learned and even why you love doing what you do for a living. You can give people inside tips to your industry and begin to position yourself as someone of authority too. Instead of bringing people to you because of a discount, why not invest the time to build incredible value in what you offer instead? In today’s marketplace, the value is the person that can and will help someone get a result they truly want.
2.) Brand Awareness builds long-term value.
When most people think of chicken, they think of “Kentucky Fried Chicken.” That is until Chick-fil-A came around. Everyone thought of “no more beef” until Popeye’s decided to go head to head with Chick-fil-A to determine who has the better sandwich. When Colin Kaepernick bent a knee, Nike exploited the entire controversy to the tune of millions of dollars in sales. Even though their stock price took an initial hit, they rebounded better than you could have ever imagined.
Why do I mention these? The power of social media was the main factor in developing this level of engagement for these companies. Why don’t you do the same thing? There are literally billions of people on Facebook. Running ads directly to a sale isn’t the only KPI to look at. Creating something worth remembering is too. Whether you choose to market organically or paid, using Facebook Marketing for branding purposes can and will build substantial long-term awareness. It also costs A LOT less than more traditional forms of branding as a whole.
3.) Facebook wants you to win with your marketing.
I know that sounds crazy, but the truth is Facebook wins when you stay on their site. Whether you’re posting, engaging, or paying for ads, Facebook’s primary interest is keeping your attention there. They do a pretty good job too, don’t you think? With billions of users and dollars invested through their platform, they know a thing or two about building business.
If you do buy ads, the only reason your campaign fails is on you. Facebook wants you to have an ROI that will encourage you to keep buying advertising. Their algorithm is also set to help you grow organically if you put content there that people find engaging. I know it’s hard to believe, but if you want to win with your marketing, you’ll actually have to compete with others who are vying for the same ideal client. That means you have to bring MORE value in how you deliver your messages. Instead of seeing only a black and white answer, i.e., “it worked, or it didn’t,” take time to see what is working and what isn’t. Hire someone or learn for yourself what goes into compelling copy. Learn what gets people to engage in your offers. Learn also what repels those with who you’d never do business with too.
For years I was afraid of marketing on Facebook, and I was sure as hell not going to pay for advertising without some sort of idea of the ROI. As I began to learn what marketing really is, I realized that it really isn’t too hard. I also began to see where I needed to improve to be relevant and profitable with my ideal clients.
Whether you’re considering paying for ads or you’d instead go the organic route, I’d bet that your ideal clients are also on Facebook. No, they probably aren’t there looking to buy what you offer. Still, suppose you really begin to understand how to capture their attention. In that case, you’ll find you can eventually attract them to what you sell.
Facebook Marketing isn’t for the “hit it and quit it” player. Take these tips and learn how to maximize your profits through one of the least expensive advertising forms in the world today.
See ya in the trenches!