August 2016 - Kara Lambert

Monthly Archives: August 2016

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5 Ways Your Business Wins When You Target Facebook Posts [Infographic]

The other day I was asked how to reach people in a particular location with Facebook Posts. The answer is to target Facebook Posts. This is where your post is seen based on the options you choose before posting.

Say you run a business with multiple locations/offices – a physiotherapist with practices in various locations where you attend, or you own a children’s entertainment product (bouncy castle or show); and you want to target a post to where you are going to be next week to help with walk-in trade. Not all of your Facebook Fans want or need to see these post and you can target Facebook Posts to them.

How to use Audience Restrictions to target Facebook Posts

First of all, draft your post (incl. photos & links) and then click on the tiny arrow next to the map marker.

preferred audience

A pop-up opens and you will need to click on Audience Restrictions at the top of the pop-up. You will then see the following where you will start targeting your Facebook Post.

You are able to target Facebook Posts by each of these items: age, gender, location, and language. Remember though that with a targeted Facebook Post you are targeting your followers and not all of Facebook.

Target Facebook Posts by Age

Targeting by age is generally done by restricted businesses, however it can be useful for targeting school leavers, millennials, baby boomers etc.

Target Facebook Posts by Age

Target Facebook Posts by Gender

Your Facebook Insights are a good indicator of the distribution of gender in your followers. Using gender to target a Facebook Post would be handy for a Girls Night Out/Event, gender specific service (like pregnancy massage), or to target the opposite gender with gift giving ideas.

Target Facebook Posts by Gender

Target Facebook Posts by Location

This is the question which prompted this blog post. The question came from a service provider with multiple locations looking to attract local clients in one place and availability in a second. By using targeted Facebook Posts their audience in a particular area would see only the content relevant to their location. Of note is that some locations are not available to be targeted to such a degree as postcode etc.

Target Facebook Posts by Location

 

Target Facebook Posts by Language

Targeting by language is only relevant when you need to reach people who do not speak/first language isn’t the language of their country of residence. For example I can target French speaking followers in Australia, or perhaps you would prefer to target English speaking followers in Japan. You would be surprised how many business owners are actually multilingual. For them the ability to target Facebook Posts by language means that they are able to speak directly to their audience in their language.

Another benefit in the ability to target Facebook Posts by language is that you can join in conversations about cultural dates of significance to followers who speak a particular language. For example Arabic speakers at Ramadan, French speakers at Bastille Day etc.

Target Facebook Posts

Final Steps when you Target Facebook Posts

Now that you’ve taken the time to consider who you want to receive the targeted Facebook Post, make sure you save it in the pop-up before you go back and Post or Schedule your post.

Target Facebook Posts Save

Summary

When you target Facebook Posts you are niching into your followers. When you provide them with a unique and customised experience you speak to their core and in turn drive the relationship. By targeting, you cut through a lot of the noise and get straight to their core fears, goals, needs, desires. Ensure that your targeted Facebook Posts speak directly to them by either educating, entertaining, or inspiring. Do this & watch your business take off!
Target Facebook Posts Infographic Kara Lambert

5 Popular Facebook Page Myths and How To Overcome Them

It seems to be that every conversation I have with a business owner is about their Facebook Page. Many of them are full of myths (and legends) about running their page and how it’s incredibly difficult. I understand that consulting and coaching around Social Media is what I do, but there are some Facebook Page myths out there that really need addressing.

Facebook Page Myths #1
Facebook is dead!

Um no! That’s just your page because you haven’t worked out some of the basics and how to leverage the algorithm. Sure, other platforms might be growing faster, there are now 1.7 Billion active Facebook users. That’s far from dead. I don’t know any other free resource (other than Google and their suite) that will put you in front of that many eyeballs.

If you happen to subscribe to this Facebook Page myth, then I suggest two things. If you believe it’s dead deactivate your page and walk away because your attitude will come through on your page and you’ll scare your clients away. If you’re not prepared to turn your back on it, then you actually don’t believe it’s dead – it’s just that you find engaging people on the platform difficult and ‘d then suggest reading this article I wrote.

Facebook Page Myths#2
My ideal client isn’t there, so why should I be

Say what now? Go back and read the figure in point 1 above. Now, unless your ideal client lives in some third-world country, I have to disagree. But Kara, my client is under the age of 13 (or over the age of 70) they’re NOT on Facebook. They might be your end user, but they’re generally not the decision maker. Children rely on their parents (by and large) to make their purchases, the elderly rely on their children or carers to help them make decisions. These secondary groups ARE on Facebook and therefore they are your ideal client.

Ok, but my client isn’t either of those. Sorry, but with 1.7 Billion users you’re still going to need some presence – even if it’s small and there purely to hold your business name and to redirect your clients to your main social media channel, your website, or the phone.

Facebook Pages Myths - Kara Lambert Social Media Coach

Facebook Page Myths #3
Facebook drains my time

That is true, but only if you allow it. There are a number of ways to minimise its distraction.
- use the Facebook Business Manager to remove the distraction of your personal feed
- schedule your content in Facebook so you don’t feel as if you need to always be posting (batching work is a major time saver)
- only have the Facebook Pages App on your phone
- use a time lock (or set times) on your PC to prevent the ‘I’m just going to quickly check’ time suck.

Facebook Page Myths #4
I don’t have a lot of followers so why bother

That’s ok, neither do I and I hope you still follow me there! You see, unless you’re a social media influencer you really don’t need to worry about the number. Let’s face it, a number of pages have been caught out by buying fans and we all had to start with 1 like.

I realise that there are stats out there indicating that conversion is between 1-3%, on average. Here’s the thing, that’s an average – you can be above that if you know your client well and you’re trusted by them. How do I know this? I’ve seen it with my clients.

The other thing that I’ve found is that larger pages need either more content or more targeted/specialised posts to continue to grow and mostly engage their audience. So bigger isn’t always better.

Facebook Pages Myths #5
You have to pay to play

OMG! I’d love a dollar for every time I’ve heard this. (I’d offer the money as scholarships to my course) You see, this is a lie marketers tell you because:
- they don’t understand that people make social media what it is
- they don’t want to learn about people, because we’re complex
- they’ve got shiny object syndrome & love new toys/tech
- they want to sell you their service (ok, I admit I do too)

It’s easier to teach people about the technology than it is to teach them about the user. However, it’s always the businesses who understand their client who have the greatest success. There’s no getting around it!

 

In the end, if you think Facebook will fail your business – it will (here’s why). If you believe the naysayers, you’ll pull yourself into their negative mindset and prove them right. Even if you have a current presence, with relevant content you’re going to be ahead of your competitor without a page. Even if it’s because Pages are indexed by Google & to drive your fans to your main presence.

Facebook Page Myths Kara Lambert Social Media Coaching

Why hiding your brand story is hurting your business

The other day I was told about a famous housewife, running her own small business. So I went and had a look. To my surprise, her name wasn’t mentioned anywhere on her site or her Facebook Page, or her Instagram. Nada! Here’s the thing, her presence is beautiful, stunning, on point – except unless you deal with her directly, you have NO idea who she is. No brand story! None! So why is selling your story important?

Before you go on about her ‘not wanting to’, or that she deserve the satisfaction of ‘not relying on her name’; I’m going to stop you right there and call BS. That attitude only keeps you small. Why? Because she herself is denying who she is, she’s making a judgement call for us before we even have a chance. Could you, seriously, imagine the Kardashians being where they all are today without them leveraging their name?

Anyway, her name is but one small part of her story. The problem is, I don’t know what her story is, why I should buy from her, what makes her different from the hundreds of other businesses in her niche.

Simon Sinek people buy why

There are two core sayings sitting behind why your story is important & why your story matters to your customers.

People don’t buy what you do, they buy why you do it. – Simon Sinek
People buy from businesses that they like, know, & trust. – Bob Burg

 

So why oh why do small business still refuse to tell their story?

Other than privacy or wanting to stand on their own two feet, the man reasons are that they either don’t feel their story matters (has value) or that they believe this is how big business do it.

Let me put you straight about you & your story – it doesn’t matter if YOU think your story has worth, your customers WANT to know who you are & why you do what you do. It’s not actually a choice you have. Well, you do; you can ignore it and stay where you are or you can leverage your story and grow. Entirely up to you.

Once again, I’m calling BS!

Bob Burg Like know trust

Your story matters, your history matters, it’s how you got to being where you are today.

Too often I am seeing small business 'playing big' and hiding their story, their 'about', in order to look like the big guys. Do you realise the lengths they go to to craft the perfect story?

Here’s a free piece of advice, that will save you big bucks and a tonne of time. Do not emulate this shortcoming of big business, when in fact they spend an incredible amount of time trying to replicate what comes naturally to you. Big business spend up big when it comes to crafting their story, their persona etc. They have to test and retest until they get it right. These are things that you already own, that even if people try they can’t actually copy, they are your unique point of difference.

Look to big business where it's clear what their story is (Virgin, KFC, Oprah) and emulate that. Even look at how and when they tell their story. Richard Branson, while saying it’s the staff, will always be the name behind Virgin. KFC, try as they might will never shake the Colonel. Oprah, she walks her story each and every day.

So please, don't hide! Why?

Because this is one of your strengths.
This is your advantage.
This is what main lines your business to your customers.

Your story has power, it demonstrates your uniqueness, your values, your beliefs, and your intentions. All reasons why people buy from one competitor over another. (Let's face it, you don't want someone who quibbles on cost)

So please! Go out there and sell your story. It will help you connect to your clients.