I am currently reading Russell Brunson's 'Expert Secrets'. It's an amazing book about marketing and becoming known as an 'Expert' in your niche. (The book is free by the way, all you do is pay for the shipping - which is basically the same as paying for the book and getting free shipping. 😉)
Yesterday I read the chapter on writing your manifesto. This is somewhat similar to Simon Sinek's ideas on company beliefs and your why that was popular a few years ago. However your businesses manifesto should be more inclusive, creating a feeling of community and belonging, rather than just stating your core company beliefs.
Your manifesto should be polarizing. It should state who you are, suggest what is wrong in your industry and describe how are you and your tribe are different. Include core values that will resonate with your tribe.
You probably intuitively have a sense of this. But if you put it in writing it can become a guide to how and why you do the things you do. It can also help you create a consistent clear message in your marketing. Potential customers will quickly be able to know whether they belong with you or not.
While I had this concept still new and exciting in my mind I thought it would be an ideal time to write my company manifesto. So this morning while I walked the dogs, I let my thoughts free flow and I came up with these thoughts. I hope you like them!
Now it's your turn. What do you stand for in your business? What are you fighting against? How are you different? Who are you? Please share in the comments!
As your business grows, you may find the need to give other people Page roles on your Facebook Business page. There are 6 different roles that can be assigned. Facebook provides a good overview of the different page roles and what each role can do here.
The actual process for assigning roles is relatively simple, however you may not have explored all the options available for pages within the settings tab. To access setting simply go to your business page and click on the ‘Settings’ tab in the upper right of the page headings.
This will open up your page to the settings menu. There are 2 columns. On the left column look at about 1/3 of the way down. You will see a tab titled ‘Page Roles’.
Click the Page Roles tab to open up that page in settings. There will be 2 sections, ‘Assign a New Page Role’ and ‘Existing Page Roles’. You must already be an Admin in order to assign a New Page Role. Click into the dropdown menu of Page Roles to select the role you want to assign. In the text box, start to type the name or email of the person. Select the person you want from the list that appears. Note: If you are not already friends with the assigned person, they will have to accept your invitation before they are able to help manage your page.
And that's it! Congratulations, you have now assigned a page role on your business page. While you're in the settings tab, don't be afraid to explore other sections to make sure you are taking advantage of all the feature available for your Business Page.
If you’d like to learn more about managing Page Roles click this link to go to Facebook’s help center. If you’d like help managing your business Page, or help with your Facebook ads contact Brilliant Digital Marketing.
There’s been a recent uproar among the digital marketing and small business community, following Facebooks January 11 announcement about changes to what users will see in their News Feed. To sum it up, Mark Zuckerberg says Facebook’s new goal is to focus on helping users find relevant content and more meaningful social interactions. He also says that users will see less public content from businesses, brands and media. On the other hand, Facebook will be aggressively growing their Watch digital television content, especially looking for regular episodic content. Watch Facebook's explainer video here.
What do these changes mean for your business?
The rumours have been rumbling for a while now, that the days of growing your business strictly organically on Facebook would be coming to an end. Well, this isn’t the end of organic reach. But what they say they are doing is rewarding businesses who develop engaging content. It’s important to remember that Facebook’s purpose is to serve its users (not businesses or advertisers), they want to give users the best experience possible. I think we can all agree that we’d like to see fewer posts that say ‘Share with 5 of your friends for a chance to win…’! Instead, if you post about things that are interesting, helpful, novel, get people talking, or develop a feeling of community, and if you respond to those that comment in a consistent and timely way, you will still get organic reach amongst your Facebook followers.
How to grow your Facebook Audience.
If you are looking to build your audience on Facebook there still many ways to do it.
One way that Facebook says it will be rewarding is to create video content. Especially live video! Of course, your videos still need to entertain, educate, and invite thoughtful engagement. Facebook is looking to steal some of the video viewing audience from Youtube, and they want to do it by offering users awesome video content.The use of videos is extremely beneficial to businesses that want to promote their products and services. Videos can also be fun and give users a glimpse at the inner workings of your company, or the personalities of your employees. You can use video to answer common questions, or demonstrate how to do something! A wonderful example of a video series that is both fun and informative is Chartwell Residences ‘Ask Edna’. Edna is a fictional character who answers common questions that buyers of retirement properties might have.
Video is a fantastic marketing tool, not just on Facebook, but for your website and Youtube channel. Videos grab viewers attention. In research, people have been found to gaze five times longer at video than at text or images. Consumers also find videos helpful when making purchasing decisions, and most would rather watch a video about a product than read about it. Videos also get 1200% more shares on Facebook than static images, helping you maximize your organic growth. There’s no doubt that businesses of all sizes can benefit by utilizing video as an integral part of your organic and paid marketing efforts.
Another way to build audience for your Business Page is through paid Facebook Advertising. Many Small businesses that started up in the last 5 years have had the benefit of free business promotion through their Facebook Business pages. Some of these are also the businesses that are crying the loudest about Facebook’s Newsfeed changes. But if you’ve been in business long enough to understand the value of paid advertising, you will be blown away at what Facebook Advertising has to offer! You can promote those content-rich videos you’ve produced, and get great local reach, for as little as five dollars a day! If you don’t have videos ready to go, no problem, create a Facebook image ad. An If you don’t have access to good images? No problem! For no extra charge, you have access a great selection of Shutterstock images within Facebook’s advertising platform.
Facebook also has phenomenal targeting abilities for business looking to reach niche audiences or customers outside your current geographic area. You can advertise your business to a strictly male or female audience, set specific age targeting, or choose to advertise in precise geographic areas and exclude others!
I believe Facebook’s recently announced Newsfeed changes should be thought of as good news for Business Pages. It’s an opportunity for you to reasses what you’ve been doing on social media, and focus your efforts on content that gets the most engagement. Remember to respond to all comments and invite more conversation! Having Facebook grow its user audience size (currently over 2 Billion world-wide) can only be benefit businesses who want to marketing themselves to that vast audience.
If you’d like to learn more about video or Facebook Marketing, or would like a free marketing evaluation, email Brilliant Digital Marketing or call us at 250-306-0070.
You’ve identified your target customer, decided on your branding message, and started to develop content! Now you’re ready to start marketing to a cold audience…. Or are you? There’s still one simple but important step you need to do before starting that next Facebook advertising campaign. You want to install a Facebook Pixel on your website.
The Facebook Pixel is a small piece of code that you place in the header of your website to track visitors to your site. It’s similar to a Google Tag. This little pixel code will enable you to choose Facebook advertising campaign options based on actions visitors to your site make. For example, if you’d like Facebook to optimize for conversions, the pixel will show Facebook what actions visitors to your website are taking. This tracking knowledge helps Facebook know what type of people convert so they can find more of those types of people for you.
The Facebook Pixel allows you to make targeted offers to individuals based on pages they’ve visited on your website. For example, let’s imagine you have a carpet cleaning business. You write a blog post about how to clean coffee stains from area rugs. Next, you can create a retargeting message to everyone who visits that blog post and offer them a discount on area rug cleaning. This offer is far more powerful because you’re offering to solve a very specific problem, one that you know they are already interested in. You can also retarget with broad offers to anyone who has visited your website in the past ‘x’ amount of days. You select these web visitors for remarketing by creating Custom Audiences in the Facebook Ads Manager. I’ll have more on creating Audiences in an upcoming blog.
The Facebook Pixel is also useful for creating lookalike audiences. Because your pixel tracks the actions of all visitors to your website, Facebook can use that information to create new cold audiences that match or ‘lookalike’ to your existing customers. For example, you can build an audience based on the top 1 or 2 percent of your customers, or a lookalike audience to everyone who’s ever visited your website.
Now that you know a little bit about the power of the Facebook Pixel, you’ll want to install it on your website today! Don’t worry if you haven’t created an ad campaign yet, install your pixel code now and it will track the actions of web visitors that come from any source, not just Facebook. And it’s easy to do as most major website hosting platforms have integration tools to install the pixel. Or you can email the code to your web developer and have them install it for you.
For complete installation instructions and a link to creating your Facebook Pixel click here:
If you’d like help creating or installing your Facebook Pixel, or for help creating new Facebook audiences contact Brilliant Digital Marketing today.
Common goals for most advertisers are to 1) increase brand awareness and 2) increase sales. In the past, the high cost of traditional media advertising meant advertisers were left with little option but to try to and achieve all their marketing goals within one advertising message. Thankfully, the targeting and affordability of digital advertising, combined with free social media platforms like YouTube, Facebook, Twitter, and LinkedIn allow marketers to precisely aim their marketing message at their intended audience.
The first step in determining any campaign’s goals is to understand who you are talking to and at what stage in the relationship you are at.
People who have never heard of your brand are considered a COLD audience. These people are the new blood of your business, they’re at the very top of your funnel and at the beginning of your relationship. With a cold audience, your goal should be to create brand awareness. It just doesn’t make sense to try and sell your product/service directly to cold traffic. In a relationship that would be a bit like meeting someone at a bar, and then asking him or her to marry you! Not that it’s never happened, but the likelihood of a long-term relationship is not very good. Instead, think of your campaign goal for a cold audience as the introduction and getting to know you stage.
Some of best ways to introduce your brand to a cold audience include offering value, building trust, getting to know your customers, and establishing yourself as an authority. Channels available for cold audience campaigns include:
Don’t be afraid to put some money behind a popular blog post to help it reach a larger audience. And set up a social media calendar. That way if you write a blog for your website on a Monday, you will plan to share the blog link to your Facebook Business page on Tuesday, on Wednesday Tweet about it, Thursday post it on LinkedIn, and so on.
Here are some samples of effective digital ads aimed at Cold audiences.
A secondary goal of a brand awareness campaign is to get your audience to your website so that you can 'pixel' them. Pixeling website visitors enables you to track specific pages on your website they go. It also gives you the opportunity to create and target remarketing campaigns to your warm audiences. I'll discuss pixelling and warm audiences further in my next blog.
Yesterday, March 20th, I received a flyer in the mail from a company I've purchased from in the past. Do you notice anything wrong with this flyer?
Exactly! The dates of the sale had already passed. How disappointing is that to a horse enthusiast, who would love to 'save up to 50% off' of all sorts of fabulous horse stuff.
But it did get me wondering! Why would a well know national retail store not advertising to me on Facebook? Maybe they don't have an e-commerce website? Well, I checked, and they do have an excellent e-commerce website, as well as an active Facebook page where they had posted this sales flyer.
It would have been much easier, and cheaper for them to just boost the post. And would have reached a much LARGER audience than their snail-mail flyer! A quick search on Facebook shows an audience of nearly 6 million women who are interested in horse tack... who could have shopped this sale, with just a simple click of their mouse!
It doesn't matter if you have a brick and mortar local store or an e-commerce website. If you have a Facebook page, you owe it to yourself and your customers to advertise on Facebook. Start out simple by boosting a post. You can target an audience by interest and location, or upload an email list of existing customers and advertise to them. Or if you don't have the time, interest, or confidence, I am always here to help!
Creating your Customer Persona.
aThink about the top 10 - 15% of your customers. The ones you enjoy doing business with the most. Wouldn't you love to do ALL your business with these types of clients? Well, your favourite clients are the ideal examples on which to base your Customer Persona. Knowing your Customer Persona (also know as a Customer Avatar or Buyer Persona) is a fundamental element of your business marketing plan. Personas simplify your marking decisions by defining who you are targeting, and what messages you need to use to move them to action. It's likely that your business has more than one Persona type, but for your first exercise, base it on your most profitable customer.
You can begin creating your Customer Persona by giving it a name, age, gender, marital and family status, occupation, and income.
Next, keeping your ideal customers in mind, determine what you think your Persona's goals and values would be, in relation to the products and services you offer. Some ways to discover this information includes interviewing friends and family who closely resemble your desired Persona, talking to your existing customers, or doing research through google.
As you develop your Persona, include 3 to 4 traits under each heading on the attached worksheet. Your Persona's goals might include having more quality family time, taking a vacation, earning a promotion, greater financial security, or being seen as a leader. The more specific you can be, the better! Values could include valuing service before price, avoiding rash decisions, being the first to embrace new technology.
Your next step would be to consider where your Persona gets their information. What books do they read? What websites or blogs do they follow? Who are their gurus and knowledge leaders? Understanding these sources will help you immensely as you target your audience through Facebook interests and insights.
Other points to consider when developing a Persona include defining their challenges and pain points. Perhaps they're supporting aging family members, or maybe they themselves are experiencing symptoms of aging. They could have a spouse that works away from home, or maybe they work long hours. Pain points could include fear of appearing out of style, fear of being alone, fear of health issues, weight gain or just not being good enough (i.e., my teeth aren't white enough, my toilet tissue isn't soft enough).
And finally, you should note what your Persona's objection is to the sale. Is it too expensive, doesn't have enough bells and whistles, not stylish enough, or requires too much maintenance? When you understand your customer's objections to your products and services, you'll know what to address in your advertising.
Now that you have a great picture of your ideal client, it's time to re-evaluate your marketing efforts. Are you targeting your Persona as you decide on your marketing channels, content, and messages? Or are you randomly aiming, hoping to hit anyone who passes by? Remember these famous last words... 'if you target everyone, you'll succeed in attracting no one'!
Download our Customer Avatar worksheet, and start to discover the qualities of your favourite customers!