So what are the latest tales of woe you have heard about social media and business? I usually hear, “Facebook Reach is dead”. I’ve heard, “They’ve changed the way posts appear on Facebook”. I’ve heard, “Twitter wants to allow us to edit tweets”. I’ve heard tales of woe about IGTV and stories. I’ve heard grumbles about the increased use of video on LinkedIn. They all complain of the same thing, social media isn’t working for us any more – it’s the technology’s fault.
Hang on just one minute! Have you heard the saying, ‘A bad tradesman always blames his tools’? Sure these platforms are free and we get what we are given. But did you ever stop to think that it’s also a matter of we get what we give?
Here are some other things I’ve heard non-business owners say about social media lately. “I went to restaurant XYZ’s Facebook page, they hadn’t posted in 18 months. I wonder if they’re still around?” “Why am I just seeing ads, I can’t see my friends?” “I always feel like they’re after my money” “I know I saw it here somewhere *scrolls endlessly* but I can’t seem to find it, it was really good but I’ve forgotten where it was from” Think about your time on social media personally, what do you think and say?
Now think again.
Why is your business on social media?
Is it to sell to a person? Yes
Is it to gain new customers (people)? Yes
Is it to educate people about your business so they will either buy from or recommend you? I’d hope so
When you look at these three questions the central theme is PEOPLE. This is ‘why’ businesses get on social media.
Somewhere we’ve lost track of this and focused on the ‘how’. The how being the social media platform.
But there are so many “hows” out there and they change. The why remains the constant.
Simon Sinek tells us to start with why.
Why not focus your social media efforts there first.
Why does the person you want to buy what you’re selling use one social media platform over another?
Why do they use social media at all?
Why would they choose you over any other business and not just your competitors? Why should they spend $20 with you rather than spending $20 on their pet/child/partner?
To reduce customers to numbers, even social media ones, is to turn them into conquests on a bedhead. We are not numbers nor are we conquests. We are people. Just like you.
The skill in this is realising this has nothing to do with you and your business and everything to do with the customer and their “why”. Do not make this about you, remember that you do not have to convince you to buy from you. So make it about them.
Over the past six months I’ve attended a few social media conferences and there’s one consistent trend – human-centered social media. Now, if you’ve been following me for a while, you will know that this is actually nothing new to me. In fact, I first wrote about this back in 2014. I have to be honest, I didn’t think I was that much of a ground-breaker and I hoped that it would take less time for the idea to filter through. Clearly I was wrong. Anyway, what is human-centred social media and why should we care?
Human-centred social media is more than benefits and WIIFM
Say what now? Ok, so some of you might be surprised and others will be scratching your head wondering what I mean and some will be high five-ing me. Let’s start with those scratching their heads.
WIIFM, or what’s in it for me, is the principle of perspective taking and looking at what the client gets out of the transaction. Benefits are a business looking at the features of their offer and telling clients what they will get out of it. It’s essentially two sides of the same coin. However there is no guarantee that they will match or align in any way.
I have to be honest there are two main flaws in this approach:
Who has time to assess benefits against needs as a customer?
It seems a little shallow.
The vast majority of the time I hear this, businesses will talk about outcomes and benefits. I really don’t believe that’s putting the client at the centre of their social media, I feel they are putting their offer at the centre. As clients, there is so much more that drives our decision making than outcomes and benefits and in fact, there are a lot of things which go into these alone.
As a customer, when presented with a list of benefits, I still have to match them with what I want to achieve or what I want. I’m still trying to work out if the offer is the right fit for me. I’m not at the centre of this transaction.
Personally, human-centred anything comes back to putting the following at the centre: what drives us to do what we do, know what we want, make a decision, spend money, like/comment/share. I believe that human-centred social media is more than what we are being told it is. In fact, I know that it’s more than what we are being told because there is a whole heap of psychology which drives what we define as a benefit or ‘what’s in it for me’.
I want human-centered business practices, not just social media, to be a strategic focus. I firmly believe that it’s good business practice and not just some fluffy feel good add on or differentiator. We rely so much on people, people power, and goodwill. The thing is, I believe that taking the approach I advocate is a strategic focus as it looks at people at their base level, their psychology and their motivators.
I believe it’s time to move social media marketing away from a focus on the platform and the tools, to the person you’re aiming for who is using the social media. This is human-centred social media. By focusing on the person, the platform becomes somewhat irrelevant. By focusing on the person, we can address them the same way across platforms. By focusing on the person, we can continue conversations more fluidly between platforms and off of them. By focusing on the person, we reduce the overwhelm felt by business owners trying to understand the platforms. By focusing on the person, our message becomes clear. By focusing on the person, they feel understood. By focusing on the person, they don’t have to guess how we serve them. By focusing on the person, they are more closely aligned with our brand. By focusing on the person, they are more engaged. By focusing on the person, they are happier with the service they receive. By focusing on the person, they are more likely to buy from us. By focusing on the person, we grow raving fans.
How do I define human-centred social media? I define it by looking at what motivates us. I believe that there are five key motivators of any and all human behaviour. I’ve put together this 30 minute training package which outlines precisely what these motivators are and from there you can use them in your human-centered marketing to align and motivate your clients to action. You can purchase access to the training through the online shop. If you have any questions or would like to interview me on this, please contact me via email at firstname.lastname@example.org.
So you would think after running social media for over 7 years now I would have a social media content calendars and I would have that thing down pat. Nope. Not me. In fact, I used to believe that that made me unstrategic in my content. That couldn’t be further from the truth either. I am in fact quite strategic. Perhaps it’s that I’m not much of a planner and more a seat of my pants kind of gal, a la Pretty Woman. Nope, I am a certified Type A personality. I am very organised (don’t confuse that with neat though) So why don’t I use a content calendar?
It’s quite simple. I’ve never found one I liked, not even some I could mash together and call my own. I’ve often heard people talk about content calendars and to be honest I had a little fomo because I didn’t have one. Then it struck me why.
Social media content calendars are way to plan out your content. Some have some method and pattern to the types of content you post. This could be vlog, image, shared content. Or it could be quote, testimonial, blog, sales pitch. It’s telling you the type of content to post not the topic.
Some people develop content topic lists. I’ve looked at these lists, hey I even developed one of my own for blogging a few years ago, but I find they fall sort. Here’s why.
Content calendar topic lists fall short in my mind because it’s one person’s opinion on what topics suit my business and my audience. Sorry, but that’s not going to work for me. I know I’m not the only business and social media coach in the world but I’m pretty unique in the way I think about things. I bet you have your own competitors but you also have your own unique position and proposition in the industry too. So why would a generic list work when you’re individual? (to an extent)
The lists of topics are often written from the business perspective. This means that the topics are there to serve you as the business owner and the business as a whole. Last I checked businesses were there to serve their audience, not be self-serving (sadly too many still are).
If there are topics that are written from the audience perspective, how many of them address the individual and specific motivators of your audience? Do they consider what motivates your audience to choose your business over another? Does it consider the key objections and what drives these objections? Wouldn’t you want your content to answer these questions for you? They are in fact your silent salesman.
The other issue I have with social media content calendars is that they generally don’t tell you how to formulate the post nor do they tell you the best time of that particular day to post it. So I wonder what the benefit is in having these lists of topic that may not meet the needs of your target audience, a schedule of the types of posts to publish, but no idea of what time of day to publish them, and how to write them up?
Facebook organic reach is the number of people who had an unpaid post from your Page enter their screen. Organic reach can be broken down into viral and nonviral:
Viral: The number of people who had any content from your Page or about your Page enter their screen because their friend likes or follows your Page, engages with a post, shares a photo of your Page and checks into your Page.
Nonviral: The number of people who had any content from your Page enter their screen. This doesn't include when someone's friend likes or follows your Page, engages with a post, shares a photo of your Page and checks into your Page.
To simplify, nonviral includes what you see in your Newsfeed because you follow a page.
So why does Facebook Organic Reach matter?
To be honest, most businesses I speak to do not have the money to constantly run Facebook Ads to push their page, content, or product/service into the Newsfeed of their desired audience. It’s as simple as that.
Nonviral Facebook Organic Reach is their primary aim. They want their posts seen by their fans in their Newsfeed. Just like it was in the good old days of Facebook, before Facebook Ads or the Facebook Algorithm. When they were able to put up a post and have it seen and the people buy from it. Oh the memories!
Viral Organic Reach on Facebook is important for growing their audience. They want new fans, new clients. They want to improve their social proof with an increased number of fans.
Is Facebook Organic Reach really that necessary?
While the statistics are old, let’s look at just how many business pages rely on Organic Reach rather than ads. The latest statistic on how many Facebook Pages there are dates back to 2015, at that point there were at least 50 Million Facebook Business Pages. Of those 50 Million, 4 Million (as at 2016) were advertising on Facebook. That’s eight percent of Facebook Pages who run ads. Which means 92% rely on Organic Facebook Reach alone.
Not only does that number alarm me but it says that this is important.
So why isn’t Facebook Organic Reach taken seriously?
I’m not sure that most Marketers or social media coaches understand what it is and what proportion of the Facebook Business marketplace relies solely on organic Facebook Reach. I have to be honest; I didn’t until I did some research. What I did know was how many people came to me for help or downloaded my ebook on it. I knew how many people had attended my workshops and completed my course. All of these numbers pale into just how many Facebook Pages do NOT advertise.
The other issue is that when you do a search for “Facebook Organic Reach” on Google you end up with millions of pages telling you how reach is falling and Facebook Pages are dead. The thing is that with page numbers tripling from 16 M in 2013 to over 50 M in 2015, it seems that Pages are most certainly alive. With 92% of these pages not advertising, why would anyone believe that most of them can’t afford to advertise? And who says reach is falling?
Below are the insights of two of the Facebook Pages I still manage, I no longer offer social media management as I would rather put these skills in the hands of the 46 Million or so page owners who need it.
Page has 364 fans
These are not once off. These are regular numbers. If you look back through my Facebook Page, you will see. I’ve taught countless businesses how to do it for themselves. So why do businesses continue to believe the lies that pages are dead and reach is falling?
I honestly don’t know because everything I see and do points the other way.
How do I get it the high Organic Reach on Facebook?
I’ve run Facebook Pages since 2011. I’ve seen the introduction of the Facebook Algorithm and Facebook Ads. I’ve learnt through those years and these changes how to manipulate the Algorithm and what to post on Facebook. I’ve learnt what content is best posted at which times. I’ve researched the psychology of social media, Facebook, and engaging posts. I’m not sure that those sources saying that Facebook Organic Reach has dropped can say the same.
But in the end, does Facebook Organic Reach truly matter?
It does. To 92% of Facebook Page Owners, this is the only way their posts, products, & services will be seen. When over 90% of a market relies on one way to market themselves, that makes it important. These people need to know that the time they’ve invested isn’t lost. They need to know that the ‘random’ success they’ve seen is actually repeatable. They need to know that as the majority, this matters and is feasible.
For those familiar with the book “Blue Ocean Strategy” by Kim & Mauborgne, you will know what I’m talking about. For those who haven’t read the book, and I have and it’s a slog, a blue ocean is where you are out in a new marketplace/industry. Think of Uber vs taxis and when self-check in came in on flights vs heading to a counter. It’s revolutionising an industry with a new way of delivering the same outcome. I don’t want to regurgitate the book, what I want to chat about is what it’s like to be swimming in a blue ocean, because that’s where I am.
Back in 2014, or sometime before then, it became clear to me that Facebook had psychologists on staff and that they were using social psychology principles on their platform; and I wrote about it. I wasn’t working as a social media coach or consultant then, in fact I was working as a proof reader but I had my qualifications and I was managing 2 of my own Facebook pages. So the psychology of social media was a side interest. The following year I wrote about it more and by then I’d started coaching on some ideas around how to leveraging how psychology works on social media.
I was full of self-doubt about whether niching myself to the psychology of social media was the right thing to do. I turned to a business coach who told me not to speak about psychology because it would just confuse my followers. Try as I might, I just couldn’t. I had to be genuine and transparent to my audience that this was what sat behind it all. That this wasn’t just some other cock & bull, get rich quick scheme and that it was solid science. So I stayed true to me and told my truth my way.
By the middle of 2016 it was clear to me that I was alone in teaching Facebook this way and I got scared.
I was plagued by comparison-itis, where I constantly checked in with what my competitors were doing. It was awful. It filled me with such self-doubt! They were doing so much more. They had more clients. They were successful and I wasn’t. They were making money and I wasn’t. I sucked! Or so I believed.
I told myself that it was ok, I was a relatively new business and it was just the fact that people didn’t know me and that it takes 7 years for a business to really take off. But my competitors weren’t 7 yet either?! I looked at their messages and saw glaring holes in what they were teaching. I saw the same bad advice being passed around by various coaches. Heck, I even got on a webinar on how to be a social media coach to be told, “all you need to do is follow Social Media Examiner and you can do this”! I was a failure!
I have to be honest, up until 2016, I had a constant internal battle between the pull of having to teach people what I saw about psychological theories being manipulated and used on social media platforms and the need to get a J.O.B to help pay the bills. The pull to expose and teach the truth was too strong and the needs of my family came first. I kept treading water in my blue ocean.
Now I’ve told you that in 2017 I hired a business coach, not the one I mentioned earlier. Now one session I was in tears over this and she told me that I had to let go of the shore to cross the sea. I had to stop looking at competitors, stop worrying that what I was doing was different, stop trying to sell what I think my clients wanted but didn’t align with the path I needed to take in my blue ocean. So I let go and swam, not drifted, deep into my blue ocean.
It was lonely.
It was stormy.
Occasionally I saw a distant boat or shore (customer).
But I was living my blue ocean, true to myself and my message.
Here’s the thing. The blue ocean is exactly this. Nothing worth doing is ever easy! When you’re out sailing, all alone, no landmarks, out in the middle of the ocean, you’ve got to set your course and stick to it.
The other thing to remember and to research is diffusion of innovation theory by E.M. Rogers. The theory sits that until you have at least 16% reach into your marketplace, you will be in the blue ocean. That doesn’t mean that your idea or market isn’t worthwhile, it just means that they’re not ready for you.
You have to be patient and persevere. It pays off. The world will catch up to you or your market saturation will hit 17% and it will start to tip and like a boat with wind in its sails, you will take off.
You will take off, at first it might be a small breeze, but it will make those landmarks close in & that is good. I am taking off, unfortunately it has been as a result of some pretty shocking revelations around Facebook & Cambridge Analytica, all the same I am grateful that these things have opened people‘s eyes to the fact that psychology is part of social media. It has meant that I have needed to speak on how this can be done ethically and I worry that when the majority marketers catch on that there will be a flood of them teaching the psychology of social media without truly understanding the mechanism or more importantly that they are talking about people and not technology. I can see that this will become my new blue ocean, but that’s ok as I’ve now become accustomed to being alone & I’m ok with that.
To hear more about how businesses have succeeded, or failed, because of the law of diffusion of innovation, I suggest watching this video from Simon Sinek.
Cambridge Analytica has brought to light the ethics of understanding the data which sits behind Facebook. It has made people aware that Facebook employs psychologists to help them optomise the platform. It has made people nervous. I had intended to write on how data mining is nothing new and that the #deletefacebook phenomenon only scratches the surface and that the sale and scraping of data is rife across the internet. I decided against it. I want to talk about something I fight with most of the time doing what I do.
The ethical use of the psychology behind social media, particularly Facebook.
Back in June 2014 I wrote about some research Facebook participated in. The thing is that the research was conducted in 2012 and I remember being part of it. People’s newsfeeds were altered to see either predominantly positive or negative posts and they measured their reactions and the posts they wrote to see if there was a relationship between the posts you saw and the posts you wrote. There was & you can read what I wrote here.
I can’t exactly remember when I first realised that Facebook had Psychologists on the payroll. I think it was around the time the research was conducted. It made perfect sense to me. It was a social media network and the laws of social psychology seemed to fit perfectly with what I saw.
Through the years, my Psychology Degree has come in handy. It has helped me as a mother. It has helped me through trauma. It has helped me through grief. It has helped me connect with Veterans and the Veteran community in my 12 years of working with them. It helped me in my time supporting the research functions of Veterans’ Affairs. The one place I never thought it would help me was when I moved to helping businesses with social media. Boy was I wrong & I quickly changed my opinion.
I have been on Facebook since 2009 and in that time how I use the platform has changed. I’ve moved from it being purely social to it also being a business tool. I have to admit, there was a time a few years ago where my friends and family couldn’t grasp how I used it as a business tool, but I stuck with it. I could objectively see the platform as a way to connect with clients (this was before ads started).
So what have I learnt about Facebook in the intervening years and how does that apply to psychology and ethical psychology?
I admit, there are times where I feel a little uneasy knowing what I do. The thing is - I’m not alone. When you understand a mechanism behind something and you can project what will happen, it’s like being able to see into the future or predict it and it can be unsettling. Just ask a doctor who is faced with a family member’s terminal diagnosis, it’s sickening to be able to see what will happen before it does. (I’ve been there and it’s the same feeling)
So what do you do? Do you hide what you know and pretend to be ignorant? Do you use your knowledge to help yourself? Do you use your knowledge to help others? All the while knowing that the state of affairs will march forward regardless of what you do.
So I help others.
I can see where things are headed. I can see the social psychology at play. I can understand what happens to our brains when we’re online. I can see the motivators. I also know that I am not the only one who sees them, but I know I’m one of the few who understands why & how they work not just that they work.
Some would say that I should try and stop the use of psychology in social media. It’s too late and it’s innate. We bring these principles to a situation regardless of if there is someone gamifying it. As humans, we have a set of social constructs and norms we adhere to when we are in a group. Social media is no different, they’ve just created new layers where previous constructs never met.
So if I can’t beat them, join them?
No, that’s not my style. I’m not one to have knowledge and not share it. Could that be considered profiteering? I suppose, but if you’re part of my Facebook Group you’d know that’s not the case. That and I don’t believe it’s any more a case of profiteering than seeing a counsellor for any other mental health scenario.
Can you help people to understand the psychology of social media ethically?
Well of course I’d like to think so but let me tell you the premise behind what I teach.
I know that we come to situations with a set of motivators.
I believe that customers want to feel heard, just like anyone with a problem/issue/need.
I know that our brain chemistry changes using social media, I will teach you why so you are more aware of your behaviour online.
I understand the psychology that underpins each of these and I am determined to share this knowledge with business owners so that they can create better relationships with their clients.
If you would like to know more of what I do, please send me an email to email@example.com or we can organise a time to chat.
So often I hear business owners, especially women, saying that they feel lost marketing their business online. They feel overwhelmed by all of the information out there, especially if they have a Facebook presence for their business (and this is where I will focus).
Perhaps it’s the benefit of having had some time off over Christmas/New Year and that they have had time away from social media and realised that there’s more to life out there. Perhaps they’ve made a resolution to spend less time online, or to model the behaviour for their children. Perhaps they feel like it doesn’t work. Perhaps they feel like it’s always changing. Perhaps it’s none of these. Perhaps it’s something else. Perhaps it’s all of these and then some. Regardless, people are realising that something is wrong with how they manage their social media for their business and it’s not working for them.
In the main, the biggest complaint I hear is not wanting to be online 24/7 and not knowing how to market to their clients without feeling salesy & ‘slimey’. I seriously believe that this is a sad gap in the messaging that’s out there about social media. So much information is out there about the options. There’s also the overt hustle mentality along with how the vast majority of successful business owners portray their laptop lifestyle. It’s hurting small business.
Here’s the thing about social media. We show people what we want them to see. We curate our lives for online. While FOMO might be real, what is driving it generally isn’t. I admit, I curate what people see of my life & that’s because I don’t want to show my family to the world, but I also want to ensure that those who see behind the scenes are in the trenches working with me. But my methods are left of centre and I’m not afraid to show how hard things are, this blog is testament to that.
There’s a sentence in the last paragraph that stands out and it’s for a reason other than what it actually means, a deeper insight.
That’s where there’s tension in their minds, especially with women who are more likely to want connection to their clients. Most of the information out there is about the technology and sizes and buttons and video and platforms and websites. It’s all depersonalised and so far away from what they crave instinctively.
Then when I tell them that they actually need to focus on their customers and people it seems too easy. Especially when terms like algorithm and engagement are bandied around. The thing is that these exact terms actually rely on people to make them happen.
Think back to the corner store of your childhood or the local baker/butcher/grocery store. What do you remember most? It’s probably more about the person and how they made you feel than the store itself. In our rush to curate our lives, we’ve removed our personability or even our personality. We crave connection as humans, it’s necessary. It’s why premmie babies thrive when touched. We need connection and business success is just as needy of this.
So lately I’ve spent a lot of time with business page owners who are feeling overwhelmed and disconnected teaching them how to reconnect with their client on Facebook. It saddens me that the marketing industry and marketers have swung the pendulum so far that businesses feel out of touch. The other thing this does is that they are given too many options and feel lost about not only who to connect with but how.
The thing is that if you put the right thing in front of the right person at the right time, you will win. So how do you do it? It’s a matter of knowing where they hang out (Facebook in this instance), when they hang out, how you fix their problem and selling your solution.
Some will call this whole-hearted or heart-centered selling. I call it smart marketing and understanding your target market.
If you understand these things you can then target (schedule) your efforts and forget about feeling utterly overwhelmed.
I’ve created a little book that outlines the keys to how to kick some of this overwhelm & I invite you to download it over here (in exchange for an email address).
I’m in a number of Facebook Groups & I’m in there solely to bring in new business. (Look, I’m a Facebook & Business coach, where else would I hang out??) Yes they work, I’ve generated thousands in income over the past years of active use.
Over this time I’ve seen good responses to Recommendation Requests and I’ve seen some doozies and I’ve even been on the receiving end of them. It has become clear that some people are still unsure as to how to make the most use of these posts, so I’m here to help. Here are some hints if you’re going to follow suit and use Facebook Groups to increase your customers.
Read the post CAREFULLY
The number of times I have seen people comment when they’re asked to email or message. Asked for clarification on things that were mentioned in the post. Or that when told that they do NOT want a particular thing, still try and recommend it.
There really is no excuse for not reading the post. I find it annoying and downright rude, with one exception… If you are going to recommend something I’ve mentioned NOT to recommend, you better have a compelling reason.
Not reading the post wastes your time as much as it wastes the poster’s time. What’s worse is that not only does the poster think you don’t follow simple instructions, there’s a fair chance other people reading the post will think the same. It’s not a good look!
Don’t dump and run
Do not drop a link and then leave. Not even on those posts where you leave a link to your page etc and like other people’s.
Other than some pleasantries, let us know why we should like your page, what we would get out of it, what you’re passionate about, or if you have a special offer. Personalise the link.
Here’s the benefit of that, you educate us on your brand & better still, you stand out from all the other businesses that have ‘dumped and ran’.
Ask to take it offline
Do not assume that you can message the person. Ask if you can send them a message with some additional information. There are a number of benefits to this:
- it removes competitors coming in and intervening in the conversation
- you can develop a better rapport
- it respects the original poster, especially if you’re chatting with someone who has a similar issue
- it creates intrigue and you’re likely to have other people asking you to message them.
Tips for responding in Facebook Groups
Develop a set of standard responses. There is a good chance that you will come across the same issue more than once. Use it as a template & refine the responses based on the comments in the tread.
Use a calendar. Have a calendar listing of the business/promotional days for groups and post on those days. When you have a history of being seen as being helpful, more people will pay attention to everything you say.
Be helpful without expectation. Don’t expect financial reward from helping in groups. Know that people will watch you and they will search you out and hire you, even if you have never helped them directly. (There are always group stalkers)
Facebook Groups are incredible resources and should be treated as such. You will get out more than what you put in, if done the right way.
I’ve seen a number of posts in Facebook Groups by business owners needing help with their Facebook Ads.
There is a lot of information out there about which buttons to click and how to run the ad, but they miss the things businesses need to have set straight before they even open up the Ads platform.
What is the aim of your ad?
It seems strange to even have to write this, but a number of business owners run ads – because they want more business.
Ok so what does more business look like? Is it more bookings right now, is it more likes, is it getting people on your list to market to in the future?
Having a clear intention for the ad will help you decide what type of ad to run, where to run it to, what language to use, and what image to use.
Have this set and you’re off to a good start.
Who is the ad for?
Who is the target for the ad? What will they get out of the ad? What do they need to do? What problem do you solve for them?
Too often, businesses get caught up in running the ad to grow their business that they overlook that they need to attract a person to fulfil the aim of the ad (like, enter a competition, attend an event, buy a product).
The things you need to consider are:
- what is their gender
- how old are they
- what kind of things do they do
- what problem are you solving
- how will they feel after it’s solved.
You need to answer each of these things and address them in the image and text of the ad. There’s not much point putting up a photo of a Mum & child if you’re trying to reach a single 20-year old male. The audience needs to be able to identify with the person or scene of the picture and with the problem and feelings the solution gives. While the physical targeting of the ad helps, it’s the image and/or the text which will stop them scrolling and have them clicking.
Speaking of clicking, the more you make them do and the further you remove them from Facebook, the more people you will use. This is why the vast majority of my client ads are to Facebook Messenger. We are comfortable with Messenger and it keeps us within the Facebook App. If you redirect someone to a website, then you need to make sure that your website continues to build on the points above and makes it clear, right up front, what they have to do.
When you decide what they have to do. TELL THEM. While it might be glaringly obvious to you, we are busy and generally distracted as we scroll through Facebook, so making it clear that they need to ‘click here to download’, ‘message us to book’ means that you’re more likely to get someone doing them what you tell them to do, rather than them wondering what the point of the whole thing is. Yes you have to spell it out like they’re 5. (but don’t be condescending).
So you know why you’re running the ad & who it’s for, why they want it and how to get it… now what?
The secret to targeting a Facebook Ad.
I have heard and read so many people wasting so much money on split testing age & gender on an ad when they don’t need to.
You know you’re target audience? No? Here’s a tip then on who is likely to want your product… head over to this tab on your Facebook Page.
Your Facebook Page insights tells you the people who are attracted to your page. Providing you haven’t bought likes and your page isn’t just full of sympathy likes from friends and family, it will tell you who is likely to want your stuff.
So this picture is taken from my page and if I’m running an ad, I target women aged 30-50. Most of my fans are female and most sit in this age range. Your business is no different and has these statistics. So use them. So you know, I’ve run ads to men & women in that age range & it’s still women who respond. Oddly enough, I have a number of male business owners that I work with. I just don’t attract them as clients through my ads.
Now, you can go deeper into targeting your ads, but this one tip saves you a lot of time in testing your ad. Use it as a starting point and start with fewer test groups, if you still want to split test, but you’ll be ahead from the get go.
The vast majority of Facebook Page owners say that the number one reason they don’t post on their page is: they don’t have time. Let’s face it, that’s not a massive surprise as we a generally time poor. The thing is, at the same time I’m being told that you’re time poor, you’re also telling me that you know that your customers are on Facebook & that your products/services sell there. What to do?
More time for Facebook?
I would love to say that I can magically add hours to your day. Thing is, even if I could would you really use them for putting content on your Facebook Page?
I’ve spoken previously about the mindset shift I made about time & how I have benefited from it. I’ve also mentioned in a number of places that I have recently started using a weekly planner and again reaped the rewards.
So while I haven’t actually added hours to my day, I’m making better use of my time.
Oh and I forgot to say that one of the benefits of these two things has been actually working fewer hours. Yes, I’m one of those people who have increased their client base while working fewer hours. It’s ok, I’m not living the laptop lifestyle of a multi-millionaire and I won’t sell you my $19 book on how to do it. (Hats off to you if you are/do, keep it up!)
But back to getting more time for Facebook…
There are two parts to this problem:
Not having time to post on Facebook when you want to
Not having the time to think about what to post on Facebook
These are two separate issues and generally we think that time is the root cause.
It’s not! The thing is that you know that it works when you do it, you just need to find a different way. A better way!
Not having time to post on Facebook when you want to.
Ok, so I admit that I used to do a lot of my social media scheduling late at night after the family went to bed. It wasn’t good & I was exhausted. In fact, I was wiped by the time I got to the weekend. So burning the candle at both ends is not an option.
You now know about my mindset work and the weekly planner, so you can give that a go. It’s funny once we become more accountable of and for our time, the more we respect it and are more mindful we are with its use. It’s the same way as when we are watching our pennies.
What else is there?
I actually encourage people to make a date in their diary for scheduling social media. It has to be non-negotiable. Promoting what you do is part of what you do. You are the best source of information out there about your product or service & that makes you best placed to promote it. It has to become a habit, just like brushing your teeth and over time it will become second nature.
Mine is a whole day of working on my business rather than in it. (Except invoicing, that’s daily) You don’t have to dedicate a whole day, most businesses will get it done in an hour or two. (With these tips)
Use the Facebook Scheduling Tools available
If you are always doing your social media on the hop, you will always feel as though you are caught on the hop. Scheduling social media during these set times has a number of benefits:
You know that you will be putting something out there
You will be regularly showing up
You will be able to develop a social media campaign or strategy for growth
Ad-hoc posting is the enemy of organised Facebook strategy. It’s hard to be strategic when you have to have something delivered “right now or else”.
The best way to schedule posts on Facebook is using their scheduler. They like to keep stuff in house and do give you preference in the Facebook Algorithm for it. (Sad but true, sometimes you just have to play their games).
You can choose to use one of the many social media scheduling tools on the market. The advantage these have over the Facebook Scheduler is: ability to post the same thing to multiple profiles from one spot, RSS feeds, automated rescheduling of posts…
It’s going to be a personal choice which way you go. Some of the scheduling tools are free & others aren’t. Regardless, the Facebook scheduler gives the best results as you can leverage any shared content from within Facebook, thanks Algorithm, or a third-party scheduler has some additional benefits for your content that you might prefer.
Not having time to think about the content to post to Facebook
Each quarter I have an aim/goal for the coming months. I ensure that the work that I do aligns with these goals.
For example, I ran a Facebook Live Challenge and in the lead up to that, I wrote and promoted content around video & live streaming as well as Facebook. A consistent message helps reinforce your message and assists in establishing your position as a leader on the topic.
Speaking of Facebook, I save A LOT of articles. There are a number of pages that I like which are relevant to my audience, so if I see a post I think my audience will like it then I save them.
Watch this video on how I repurpose them.
When I get stuck, I use my scheduling tool (Buffer) and the RSS feed I’ve set up with relevant websites. I will periodically go through that and schedule relevant content from there. The issue with this is unless you have an RSS for your site, you will be promoting other sites. Not a bad thing to mix it up but worth considering.
Some scheduling software integrate with content finding software. For example, Buffer can import posts (automatically) from Quuu and Upflow where I’ve told them a list of suitable topics and they find them and post them for me through my Buffer schedule.
I admit, I syndicate a lot of my posts. What do I mean? I will post on Instagram and it will go from there to Facebook, everything I post on Facebook goes to Twitter. I do this through Zaps in Zapier. It’s cloud-based software that you tell to repost from one profile to another. Another similar service is IFTTT. Using these services means that I get ‘many birds with one stone’. That saves me A LOT of time.
The other tool I use is Missinglettr. This is what is called splintering software. What it does is take little snippets of my blog posts, turns them into quotes & images, & shares these over a 12 month period. Each blog post is split into 9 posts, I get to review all of the posts, make any changes, and then approve them for publication over the next 12 months. It is very set and forget and I love that.
So how do you get time to post on Facebook?
Be accountable for your time. Treat it like the precious resource it is. It is finite remember!
Make the most of your time. If I have a few minutes, I will scroll through my Facebook Feed and save posts to share later, or I will share posts as I see them. I also have my scheduler app on my phone, so I can schedule posts while I do school pick up, waiting at sport, or any random 5 spare minutes.
Schedule your time. Make the use of schedulers, Facebook or otherwise. These tools will save you time as you can schedule a bulk load of posts in one sitting. (Chunking like work is a known time saver) That means that you no longer have that constant harping feeling of WHAT DO I POST TODAY???
Be consistent. Be consistent in centring your content around a goal. Be consistent with your posting to maximise the Facebook Algorithm. Be consistent in dedicating some regular time to finding and scheduling your content.