October 2016 - Kara Lambert

Monthly Archives: October 2016

How to educate on social media – A guide for reaching more customers

Any of my clients or mastermind participants will tell you, I constantly talk about the three reasons why people use social media. The first reason is that people want you to educate on social media. They go online to learn something. I talk about this one the most as it’s the most common and the most abused. Let me explain…

What I mean about needing to educate on social media

Educating your clients on social media ranges across a number of things. It’s telling them about your product, service, business, or staff. It’s the behind the scenes images. It’s telling them that you have a sale on. It’s letting them know about the options available. It’s mostly about the ‘what & who’.

closer-to-customers-quote-steve-jobs-kara-lamebrt-business-coach

Educating your clients is one of the easiest things to do. It’s selling. It’s promotion. It’s old school marketing. That’s the problem with the vast majority of business owners who move online, they apply old school marketing to new school technology. It just doesn’t work.

Consider this…

You’re reading your favourite newspaper or magazine. Do you read the ads or do you flip past the majority of them? Unless you are studying marketing or the ad catches your eye for a particular reason, you flip past. So what do you think people do with their Facebook feed or other social media? We scroll (the equivalent of flipping the page)!

Now, consider if you see an interesting story on your favourite celebrity/sportsperson and they are holding a product or it’s in the background. You take notice. Right? I’m calling this the Kardashian Marketing Principle. They make their money by selling access to their followers, the sponsor makes money by people seeing them use the product. Not by the Kardashians doing some cheesy infomercial type spruiking.

Businesses have a lot to learn from them. Educating the marketplace is not just ‘buy my shit’, it’s the exact opposite.

So how do you educate on social media?

Well look, you could use the Kardashians, but consider the possibility that you have your own Kardashians. You have testimonials. Third-party endorsements are a much underutilised, overlooked way of educating your clients. The beauty is that you’re not the one selling either. There’s a whole other article I wrote on testimonials and the power of customer endorsement that you can read and glean the magical ‘how to’s.

You incorporate it with other seemingly unrelated posts. You post a funny photo, meme or behind the scenes, and you suggest a service or product that’s related to the photo. It’s subtle. It’s the Kardashian holding the bottle.

You do a video on how you use your product or service. Believe me there is a lot of money to be made in being helpful. I spend hours each week helping people with no request for anything in return. Why? I know that I am building a relationship, I am building trust, and when that person comes to need what I can offer – they will turn to me because I was the one who was always there & ready to help. (You can read more on this in the book Youtility by Jay Baer – affiliate link)

Educating your clients isn’t straight selling, nor is it advising them of your opening hours. It’s best done subtly  and consistently. That’s the thing. By constantly pushing products or services in their faces they feel nagged, if you are more subtle & drop hints – you’ll get the sale. Kind of like wooing someone you fancy. The ‘How ‘bout it’ approach might work occasionally, but you’re better off buying dinner or coffee first.

education-quote-katie-lusk-kara-lambert-business-coach

Changes to how you post on Facebook Pages

Oh Facebook! How you love to keep us on our toes! I knew there were changes to Facebook Pages before they even arrived. How, you might ask? You see whenever it is glitchy, not posting things, not letting me see whole pages, stopping me from doing things I would normally. There’s changes a comin’!

It seems that they have decided to make some rather incredible changes to the interface when posting to your facebook page. Here is the lowdown.

new-fb-post-options

Share an update or a link

This is your traditional ‘post’ format. It is a plain text field with the option to schedule for a particular date (including an expiry date).

Share a photo or a video

Like the original ‘photo’ post, this is where you set up photos or videos to be added to your Facebook Page status, create a photo album, create a carousel, create a slideshow, or create a canvas.

It’s interesting to note that I and a few others I know have access to post images as slideshows or galleries on the Facebook Pages App on our phones. It is available on both iOS & Android. Unfortunately it has crashed when I have tried to upload photos as a slideshow.

Create an Offer

This is the same as previously and is a paid option as it uses the Facebook Ads service.

fb-auto-offer

Worth noting is that posts that meet the criteria of being an offer, eg. Posts which include the words ‘% off’ will be offered to have the post go live as an offer rather than a regular post.  You can decline the offer but just be warned.

Create an Event

This option is the same as the old version. Some might notice the inclusion of keywords and the ability to advise that the event is family friendly or has free admission.

Get Phone Calls

Using this option creates a populated post with your cover picture, space for some text and a call to action button for ‘Call Now’, which logs a call to your linked phone number.  You can change the image by uploading another photo and unselecting your cover picture.

Get messages

This option is the same as ‘Get Phone Calls’ except when customers click on the ‘Send Message’ button it opens up Facebook Messenger and a message to your page.

So what does this all mean for Facebook Pages?

Firstly for Facebook it pushes advertising to the point of posting. You are offered to turn your posts into offers (ads) at the point of you writing the post. Facebook populates the fields making it simpler to have your offer go live. To consider is that using this removes your ability to edit the audience for your offer, unlike using the Power Editor for your ads.

In the image below, you will see the text above my photo, in the offer, is what I wrote in the post. However, the offer underneath, the part people claim, is unrelated and was generated by Facebook.
full-fb-auto-offer-screen

Some people will like that Facebook does it for you; I however, like to be in control of my Facebook Page Advertising.

What does it mean for your Audience?

Well it means that they have 2 new ways to interact with your page in one click, phone or messenger. Here’s where I am a little wary.

Facebook has launched Messenger Ads. Facebook has launched My Day, their version of SnapChat. Facebook is pushing people to use Messenger more. Am I excited about this? Yes & No. If I was the kind of business owner who wanted to push my followers to Message me, I would be happy. If I was the kind of business owner who knew that my clients would be happy to see Messenger ads, I’d be happy. I’m not that person, nor am I the kind of person who wants ads in my Facebook Messenger App!

What about getting the calls? Now this I like! This is a great way if you have a good offer that you want to put up and get people to “CALL NOW”. Here’s the best way I can imagine using this.

Put up an unbelievable special as a ‘Get Calls’ post. Ignore Facebook when they want you to turn it into an offer. Publish the ‘Get Calls’ post and open up Google Chrome & then Facebook Power Editor. Run an ‘Awareness’ Campaign to “Boost Your Posts’ and select your ne ‘Get Calls’ Post and target your audience. Wait for the calls to come in!

So overall, it’s not a bad change. I think business owners need to be wary of what is happening. I think they need to take some time to educate themselves on Facebook Ads and their clients. I’m also curious to see where this is all headed.

If you are interested in learning more about growing your Facebook Page or Facebook Ads, I offer a free 30 minute call where we can discuss technique, strategy, or I can advise on any problems you might have. You can book your time directly into my calendar (they are listed at 15 min intervals but are 30 min slots). Chat soon!

14680493_10208852276118578_739785678767864926_n 14671219_10208852309039401_4662060245719171453_n