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Random Acts of Content…How Some Companies are Failing in the Digital Space

Increasingly as businesses enter the online market, they fail to have goals, content, and targeting in place.

This results in “Random Acts of Content” where people are just creating content based on the day of the week.

This strategy can work, however a much better digital marketing strategy is to produce “evergreen” content that can be used over and over.

Fitting content into a content wheel or funnel, and then using sequencing and remarketing, will increase conversions. Once you have these sequences set-up, then you can just sit back and watch the funnel go to work with minor tuning.

Content is necessary for every step of the funnel: Awareness, Engagement, and Conversion. Companies that can successfully do this will warm up customers instead of hitting them with cold conversion ads.

This should be what social media managers should be doing, but instead they become prisoners of the moment, trying to come up with a witty tweet that could go viral or posting memes. No one will ever beat #NuggsForCarter and his epic campaign to the top of the twitter history books, so stop trying.

If you are producing content, whether it’s for your business or personal brand, think about your goals first. Producing content that fits your goals will be much better for engagement and conversion down the line.

Content strategy is more important now than ever before because consumers are being blasted by advertising on every medium. This had caused ad-blindness, where people just ignore ads that are being served.

Word-of-mouth is what social media is supposed to be used for, and the companies that adapt their strategies will be the success stories going forward. Creating meaningful communities online through Facebook is what the new mission of Mark Zuckerberg is, and he has gotten us this far. #ZuckerbergMusk2020

Amplifier Effect: Word-of-Mouth Marketing

Ever shared content on your Facebook public figure page, and no one saw it?


…..I thought so

It is likely a couple factors are causing content not to show up on Facebook, but there is a way to fix the problem!

  • Creating quality content is step one. If you curate interesting material that people will enjoy, Facebook’s algorithms will automatically bump your post into the news feed of your fans. If people spend more time engaging with the content, or watching a video, then it will get an organic boost from the robots who work at Facebook (kinda joking). Videos are a great way to engage people in 2017, therefore creating short clips can lead to further engagement. Also, expensive camera equipment isn’t necessarily needed because most people are watching things on their phone!

  • Next is determining which posts performed the best, without a boost. At first you only need a couple quality videos or blog posts, and you can boost these at the minimum rate of a dollar a day. When you pay Zuckerberg to boost content, you only want to be paying oCPM, which means that Facebook can optimize your advertisement to the best audience. Using this method, along with micro-targeting to specific audiences will lead to an increase in brand awareness, sales, or whatever the goal is. Boosting short videos that are a minute or less can lead to leads and further remarketing down the line, once you have a customer already engaged in your sales funnel.

  • The third step is to be genuine. No one wants to read or listen to fake articles that are the equivalent to Lorem Ipsum. Creating things that actually mean something will get you genuine followers. “Fake” has dominated the media over the past year, but fake followers never buy your products, they don’t collaborate on ideas with you, and they actually make you look like a fraud. Fake followers create a facade, that may trick customers with little awareness, into thinking that you have more authority than you actually do. 

All of these things will help, because Facebook amplifies what is already working. If a small audience has high engagement on a certain post, then it might be worth it to try and boost for a dollar per day. Testing across multiple audiences is the only way to figure out if what you are doing is working correctly. This can be done relatively cheap to figure out what works, however you must scale up what is working in order to see measureable change in your engagement.

Facebook will amplify good content with a small boost. Once things start working, the boost can be increased, but you have to know what content is going to work, and what saved, lookalike, or custom audiences that you should be delivering too. Happy boosting!

How We Can Make Money On Facebook

Facebook has become a multi-tool social network, meshed with a multitude of other applications. What we use Facebook for is our own choice, but opportunity is knocking.

Making money on Facebook requires following a simple business model: Have a product that fits people’s needs, find the right customers through targeting, and have them tell their friends to repeat the sales cycle.


Product That Fills A Need

The only requirement for a good product is that it fills a need for someone, or fixes some problem that they had before purchasing the product. If quality of life is higher with a certain product, people are naturally going to communicate this to their friends verbally, on social media, and unconsciously.

I found my first product by cleaning out my closet, inspired by The Minimalists, and stumbled upon my old graduation gowns. Even though I didn’t have the cap and gown combination, it sparked an idea in my head. Universities across the country are about to host graduation ceremonies; meanwhile gowns of years past will be sitting in closets of alumni, while fresh graduates go deeper into debt purchasing a new one.


Targeting The Correct People

I was not going to get anywhere trying to sell my graduation gowns (without the hat) to anyone other than those who are graduating from The University of Colorado. Luckily, Facebook has a page that has “brought together” the class of 2017. I simply posted my message, trying to not sound like an advertising robot, and waited… for five hours. BOOM! It was that easy!

People NEED the graduation gowns to take pictures with friends and family, and I was offering mine for $12 less than the bookstore. It may not seem like a huge savings, but to a college student, an extra $12 means a couple more drinks at the bar.


Using Word-Of-Mouth Power

Once a sale is made, the only way that sales will grow through word-of-mouth is to actually have a positive impact on someone’s life. When I was first contacted by Christy, she only wanted one of the two. I asked if she had any friends who would also like to save money. Within five minutes she had sold the second one for me!

My only problem came when I ran out of inventory. People continued to message me about the gowns yet I had already sold them. I thought of how to fix this problem, and realized that all of my friends who graduated probably don’t want their old gowns. Eventually, I sold my old roommate Sean’s, for an even higher asking price then I got for mine.


Tale Of The Tape

This is the first time that I used Facebook to make money, while at the same time decluttering my closet. I didn’t even have to pay for Facebook to advertise my post because I posted in the correct target market. However, if we are looking for a larger target market, Facebook is easy to pay $1 per day to find the actual audiences that matter for our products.

Perhaps this is an idea worth running with: I could create an app where alumni can connect to college seniors where they graduated to sell their old once-worn cap and gown. Taking money away from the school bookstores and putting it back in the pockets of those who need it, like a modern day Robin Hood.

The Thank You Machine: An Invention To Defeat The Robots

Increasingly in 2017 human jobs are being replaced by robots. Automation is helpful for businesses and CEO’s, but not for individual workers who are seeing their incomes disappear due to a smart computer or artificial intelligence of some kind.

One way that is crucial to overcoming this as an individual or brand is to say THANK YOU. If enough people with authority endorse you for helping them out, then you become an authority figure yourself.

Getting endorsements from high authority figures are so valuable because they are the most trusted ones on the internet. They have fans and followers, and they will appreciate if you help them out. When they help you out, simply say thank you and develop a relationship where you are endorsing others and receiving endorsements from others at a similar rate.

Collecting endorsements is good because you can display them on your website, such as Dennis Yu. He has a page on his website that is specifically for mentions because it shows authority within his industry to those who have not heard of him before. They may know one of the people who has endorsed him though and put more trust into Dennis based of what someone else said about him.

Once you get an endorsement and the permission from them to use it, you can boost it across all of your social media channels: website, Facebook page, Twitter, Instagram, Snapchat, Tumblr, Google+, etc. This will provide your audience a chance to see someone else patting you on the back on whatever social channel they are viewing on. If you get a high authority endorsement, then boosting that to micro-targeted audiences using a Dollar A Day strategy can lead to “the right” person reading about you, and possibly contacting you.

Defeating the robots will come down to rising above and providing something that robots will never be able to replicate. Being genuine and helping people for free can lead to relationships and further business opportunities in the future.

Thank you for reading 🙂

Testing… One Two Three

Advertising online has a lot to do with psychology. Consumers online habits are constantly being tested and tinkered with by marketers who are trying to figure out the best way to drive engagement and sales. Along with the types of ads being shown, the target audiences are being tested to see which demographics respond best to certain types of ads. Micro-targeting is an effective way to test ads before scaling up to larger audiences.

On Facebook alone, there are many different ways to try and drive traffic into your conversion funnel. One of the most successful ways to do this in 2017 is to create short videos that are quality content worth sharing. This the key, and also the hardest part. Creating content all the time that is high quality requires constant hustle.

Once you have lots of content, you can play around with how you present it to the audience. You can run banner ads, boost video posts, or simply gain visibility by commenting on other pages with high authority (trust) online.
Sharing others work will get them share your work. Facebook is a multitude of things including a community, a database, and megaphone for promoting brands and businesses. Testing which ads work is the only way to get the megaphone effect of Facebook to work correctly.
Test it out first with organic posts to see what types of content your audience wants: videos, photos, blogs, polls, contests, etc. Then boost the most popular posts and see how they perform to a paid audience. Sponsored posts only work if they have a call to action such as liking the page, sharing the video, or buying the product. Starting small with the Dollar a Day Strategy helps businesses find the right type of fans and customers. Anyone can buy fake followers these days, but fake followers only really get you a bad reputation because it’s fairly easy to check.

Marketing is not a perfect science, especially in this new technology age, which requires lots of testing to see what works. Try making twenty different ad copies and test them to see what your audience likes and engages with.  Let me know what strategy works best for you!


Creating Content Continually Cultivates Contentception

Have you ever created something that you felt the whole world should see? Whether it be that snowman you built when you were 5, or the Masters thesis you finished after a few YEARS, we all have creative content that we have out hard work into.

Getting the word out about your creativity though is the hard part it seems these days. There are the “famous” people on the internet, but how exactly did they make it to the top? Is their content really that much better, or are they just using the correct strategies to promote and share their work? The answer to these questions is using psychology to better understand your target audience. Targeting the people who are power users, or influencers can be a great way to start. These are people are have authority and are getting quality likes and shares on content that they share or post.

The key to creating content, is to make it something that power users want to share with their friends, without sounding like they are trying to promote. If power users, or influencers, share your content with their Facebook friends, it is more likely to be a successful campaign when promoted, than a post that doesn’t get shared without the boost.

You want people to share your content because they feel compelled to, not because you tell them to. This means that the content must be legit. Videos should be shot and edited nicely if you want them shared to a wider network. Video is the most important driver to social media right now. Short clips that are about 30 seconds long are the best for getting a message out to an audience before they lose interest and click out.

As long as you churn out good content, others will want to share it if you promote it to the right influencers. Build on the ideas of others and use their skill to benefit your projects and vice versa.

“The measure of intelligence is the ability to change.” -Albert Einstein

 

Getting Yourself Noticed YUsing Micro-targeting

Have you ever wanted to control the audience that you are presenting yourself or your brand to? Sure you have. You have applied for jobs at companies, but did the people at the company know who you were before you walked in the door? No. But micro-targeting is your solution!

Micro-targeting on Facebook is a strategy that was taught to me by Dennis Yu. can be used to show ads to a very small specific audience, such as everyone who works at a digital marketing firm such as BlitzMetrics, or an even smaller audience targeting specific positions like the CEO of BlitzMetrics and CTO of BlitzMetrics to get noticed for pennies on the dollar.

To be able to execute a small operation like this takes a lot of set-up first. You have to have the “digital plumbing” in place in order to make your advertisement effective. There has to be a call to action within the ad which gets someone to click on it or call you directly because your phone number is on the ad. If you are landing your audience on an unfinished Facebook page, then they will instantly click out. On your Facebook page, you must have options for people to take action. Depending on your goals, you can have them like your page, contact you, or purchase items directly with a storefront set-up.

This example of micro-targeting the high ups at BlitzMetrics shows how the Facebook advertising structure can be utilized to show ads to very specific people. If you know who you want to see your advertisement, their position at a specific company can be targeted in the Facebook ad manager.

Try it for yourself! Set-up your Facebook page and target someone specific for a few cents. Happy micro-targeting!

#LDT: Learn, Do, Teach

“Eventually everything connects — People, ideas, objects. The quality of the connections is the key to quality.” -Charles Eames

The process of learning is a basic component of any relationship . The mentor/mentee relationship is how people have learned since the beginning of time. Parents may be teaching their children, managers training their employees, or teachers instructing their students; whatever the case may be, the Learn Do Teach (#LDT) model is the best way to network and create meaningful relationships.

Learning a skill requires time to be spent with someone who already has that expertise. They have learned at one time, taken action to affirm their knowledge, and then become a teacher so that they can automate their processes.

Currently I am learning from Dennis Yu about how to become a digital marketing consultant a.k.a Facebook ad pro. The process is complicated and requires a certain mindset to continually learn from those around you while teaching others what you have found through experience.

Lots of people are afraid to ask for help. So many experts exist in every field, all it takes is a simple inquiry to gain some knowledge. Personally I reached out to Drew Peterson, a skier whom I admire and asked his advice. He responded with a few lengthy paragraphs with wisdom and inspiration.

Completing the process of Learn –> Do –> Teach will allow you to create a network of like-minded people who you can grow together with. All it takes is asking someone a question, reaching out to someone who you respect. In the technology age, networking and connecting to those whom we admire is the easiest it has been in human history. People are willing to share their knowledge, but it takes the action of asking first.

I reached out to Dennis and asked if he could help me. That was Step 1, but nothing would have happened had I not reached out and asked to learn what he has to offer. The first step to failure is not taking action, so go reach out to someone who provides inspiration whether it be on Facebook, Instagram, or Twitter. Chances are you will get a thoughtful response if you pose thoughtful questions, and you will be pleasantly surprised at how technology can benefit you. Most people who have an online presence are not trying to hide from fans, so go ahead and reach out to make a new connection.

“If you want to go fast, go alone. If you want to go far, go with others.” -African Proverb

DAD strategy on Facebook: Dollar A Day Advertising

No I am not talking about making Dad jokes to your Facebook friends!

Spending money on advertising is a key part of business. To grow your sales and have people find out about your products/services, businesses must use advertising. Spending a dollar a day on advertising is a great way to start utilizing the huge database of online information, also known as Facebook.

However most companies are doing it wrong in this modern tech age. They are using their budgets in the entirely wrong way to build a customer base. Dennis Yu has been implementing the Dollar A Day strategy on Facebook in order to build up the right client base. His company BlitzMetrics uses analytics to micro-target within companies. Finding the right influencers can take trial and error, with hundreds of ad copies. This tinkering can lead to impressive results though when the data is used correctly.

Dennis has used this strategy to help small and large businesses. Right now he is working with the Golden State Warriors; through their Facebook page and online store, they have been able to grow their online sales simply by targeting key influencers.

Promotion on Facebook is all about finding the right people to endorse, review, and talk about your company. Creating conversations within the social space is the point of social, and in order to tap into this giant market you have to use analytics to see where you want to spend your advertising budget.

Using a Dollar A Day strategy is a great way to get started in the social advertising space. Once you have the plumbing set-up, you can begin to scale up once you see results at a smaller stage. Let me know if you would like to read more about this advertising strategy in the comments.

I would like to thank Dennis for introducing me to this concept. If you would like to read more, you can go to his full guide on Dollar A Day Facebook Strategy here: https://blitzmetrics.com/fdd/ 

Go Live on Facebook: Tips and Tricks

Are you living? Do you want to live on Facebook? No, of course not. But what about going Live on Facebook? How can people and businesses use this new tool to drive their brand?

This is the newest feature that Facebook has provided for users to live stream themselves similar to Periscope or Instagram Live. Some brands have had small time success such as Barstool Sports with over 10k live viewers at once. Others get little to no viewers, or sometimes Facebook will boost live feeds to millions of users. The concept remains the same though, good content is needed to keep viewers watching, commenting, and sharing the live video.

Recently Facebook has announced it will provide some ad sharing to users who are utilizing Facebook live, which gives power users a motivator to keep going live. “folks who have over 2,000 followers and can get at least 300 people to watch one of their live broadcasts concurrently. Facebook will share 55% of the ad revenues with live broadcasters”. This could turn into a revenue stream for some, but not many users can garner this type of attention on their broadcasts.

Tips for Live Broadcasts:

  • Have a plan before you go live. Watching someone fumble on air is the worst, know what purpose you are going Live for and execute.
  • Build the audience for a couple minutes. No one is going to tune in exactly in the first 15-20 seconds because Facebook needs to notify people that you are going Live. It also helps to tell people beforehand what time you will be Live.
  • Make sure to have a strong connection. I have tried to go Live from the Lift a couple times and my weak connection resulted in the video and audio not matching up.
  • Engage the audience and thank them for watching. Have them comment on the video saying where they are watching from, and possibly share it if they are enjoying the content.
  • Go Live more often. Frequency can help users who may be on Facebook at different times of day.

Now that businesses can get some money from Facebook for simply having a certain number of users and people watching, I expect to see a jump in the number of live broadcasts. This can be a good thing and a bad thing. There will now be more broadcasts to choose from, effectively limiting the amount of potential viewers for each broadcast.

We will see how this plays out, but happy streaming in the meantime!