The Only 4 Types of Content

Transcription

1 The Only 4 Types of Content You Will Ever Need to be Successful on Facebook Natalie Alaimo 01

2 1 How Facebook Marketing Works? In my own business, and in all of my training programs, I use and teach the SeeMe + BelieveMe = PayMe Formula. This formula has completely transformed not only my business, but the businesses of thousands of our clients. SeeMe + BelieveMe = PayMe Formula When I first started my career, I had to cold call. The only way I knew to get business was to cold call. Horrible! Absolutely horrible but it was all I knew. I had to politely, very nicely and desperately encourage people to be my customer It was the only way I knew to get clients. We know that when people actually find our business, we can build a relationship with them and when the time is right they make the decision to become a customer, we are going to have better customers. We will have long term customers who want to spend more money with us. And this is the basis of the See Me + Believe Me = PayMe Formula. Not only should this be applied to your Facebook Marketing but your overall business.

3 2 While I call it a formula, it s really more of a cycle. As business owners, when marketing our businesses, we have to make some assumptions. Yes we can learn as much as possible about our customers and use this information to make better decisions, however at the end of the day we are doing business with real life humans Surprising right! Real life humans who have emotions, change their minds and sometimes make decisions on a whim. That s how humans are. Therefore as a business owner you need to be working on all three phases within the SeeMe Formula, all the time. This way you can meet your customers where they are. The average sales cycle for purchasing a brand new car (based on my own research) is 6 to 12 months. From the time you have made a decision to purchase a new car, finance, test driving, selecting colours, etc. it s generally 6 12 months before you drive it out of the show room. However the last car I purchased was done in less than a week. I made the decision on Sunday, researched Sunday night, test drove Monday and picked it up on Friday. If the car dealership hasn t been working on all three phases and weren t prepared to meet me where I was, they would have potentially dragged the sales cycle out 6 12 months and I didn t want to wait that long! Therefore be aware that people, yes your customers, will move through this process in their own time.

4 SeeMe Phase This is the first introduction to you and your business. The SeeMe Phase isn t about having a million fans on Facebook or getting your business in lights on Time Square, it s about being known to those specific people who are most likely going to be your customers. If you sell prams to expecting moms or mom s with young children, you aren t going to hang out at the golf course on a Wednesday morning when the retired guys are about to tee off. This would be a complete waste of your time. Maybe one in a hundred are likely to buy a pram. But in reality you are going to be able to make more sales and have better relationships with the people who are more likely to buy your products and services. ie. the expecting moms or moms with young children. The SeeMe Phase is about making sure that you are visible, seen in the right opportunities in the right areas so that your ideal customers can find you. In order for people to be able to buy from you they have to first know that you exist. They must See You! They may find you via Facebook, Google search, word of mouth, offline networking, walking past your storefront, etc. Keep reading to where I share how you can use a particular type of content on Facebook to attract potential customers to your Facebook Page for free. 3

5 Once your ideal clients actually know that you exist and you are kind of a good fit for them, you re starting to make them feel a little bit comfortable, we are going to move them to the next stage which is the BelieveMe Phase. 4

6 5 BelieveMe Phase The BelieveMe Phase is about building up relationships with people, so that they know, like and trust you and want to do business with you. They feel comfortable with you. It s also about positioning you as the expert within your industry. You are the only choice for the product/service that you provide. Within the BelieveMe Phase your main aim is to increase your BelieveMe Bank with your potential customer. Every single thing that you do in your business, every single touch point, from the way you answer the phone, to your uniforms, your car, your Facebook Page; every single element, every single interaction with the customer is either an opportunity to increase or decrease your BelieveMe Bank. What you are aiming for in your business is to constantly make small deposits into our customer s BelieveMe Bank. Coming up I ll share the specific type of content you want to be sharing on Facebook to make deposits into your customer s BelieveMe Bank. Then when the time is right they are happy to move to the next phase, which is the PayMe Phase.

7 6 PayMe Phase When your customers know who you are, are building a great relationship with you, and trust and like you, they are ready to move to the final phase the PayMe phase. A few things happen within this phase It s about building your community and keeping your sales funnel full of potential customers. It s when the timing is right (and your offer is right) you can turn your community into paying customers. It s where you can make small tweaks to increase your sales and referrals from your community. And most importantly particularly for women in business it s ensuring that your business is set up with the boundaries that are most important to you so that you re designing your business around the lifestyle you want. And whatever that lifestyle might be, is perfect for you. Sadly too many women go into business for the flexibility and increased income, however they end up working too many hours for not enough return. And that s not fun for anyone.

8 7 For this reason it s important to set up those boundaries early on. For many people the SeeMe Formula is a brand new way of thinking about marketing. It is the foundation of your business, Facebook Marketing and of course, your Facebook Content. Keep the SeeMe Formula top of mind as you are working on creating new Facebook Content.

9 Facebook Content Formula Your content is your main form of communication online. It s really the only way you can communicate with your audience. It s such an important part of your overall strategy, however it s one that many business owners struggle with. To create amazing content that connects with your audience and that will be seen in the news feed, you firstly have to understand the SeeMe Formula, your target market and your sales process. Once you understand this the process of creating your content becomes easier. The four types of content are; SeeMe (Attraction Content) BelieveMe (Business Content) EngageMe (Interaction Content) PayMe (Converting Content) When someone reads your content they; Decide if the two of you are a good fit and That you can help them solve their problems and you understand what they are going through Your content should really connect with your audience to help them move through your sales process and build that vital relationship. 8

10 Below I ve included some general tips for content creation; Aim for 2 3 post per day (at least five days per week). This way you can reach as many of your audience as possible. Post when your audience is online. This will give you the best chance of reaching more of your audience and increasing your engagement if your content is on target. (You can find this information via your Facebook Insights.) Post consistently keep up your content schedule. It s like going to the gym, consistent, regular sessions get you results. Don t do 3 hours today and nothing for a month. Asking for the interaction is perfectly acceptable. Ask a question or ask them to click like if they agree. Structure your content is a friendly conversational tone write like you talk. Imagine you are talking to just one person now write your content. Mix up your media and see what works best. It might be videos, images or text. Use Facebook Insights to test and measure. 9

11 SeeMe Content (Attraction Content) SeeMe or Attraction Content is the first type of content you need for your Facebook Page. SeeMe Content has two very important purposes; Firstly it will help you boost your engagement. It will give you lots of likes, comments and shares. Secondly, when people share your content it s going to help you build your fan base for free. When you get this content correct, not only are you boosting engagement but you are growing your fan base organically. The best way to create this content is to know absolutely everything you can about your ideal customer. This content is just about them. Not You! Who are your customers? What s their lifestyle? What s happening right now for them? When they read the content they think to themselves (or maybe say out loud) Yes, she actually gets me. She actually understands what I m on about. I m going to like or comment on this. And then of course some of them will click the share button. They click share because they have friends/family/associates who are just like them and they know that they will love your content as well. They might share it via their Personal Profile, their Business Page or what is happening more and more, is that people are tagging their friends in the comments below your content. 10

12 11 This provides your business instant recommendation from people they know, your existing fans are referring new fans to your business. Awesome right!?! You can see from the examples below that neither of them are mentioning their products or services They are focusing on their ideal client and what s happening for them right now. The recipe from The Organised Housewife has 43 shares. Her audience can t help but share this with their friends.

13 The quote from Cake 2 The Rescue, that was perfectly timed to reach mom s on a Friday night (who are clearly ready for a glass of wine), not only had 15 shares but her fans were tagging their friends in the comments below. 12

14 Not only have both these Pages increased their engagement (and reach) from their content but they have reached more people due to their audience sharing and tagging their content. 13

15 BelieveMe Content (Business Content) The second type of content you need for your Facebook Page is BelieveMe or Business content. This type of content is about increasing your BelieveMe Bank with your customers. Your BelieveMe bank is about being likable and the expert in your industry. The quickest and easiest way to create this type of content is to break your business down into bite size pieces and share that information. On Facebook people don t have time for war and peace, just provide one short valuable piece of information. When crafting this content, please don t assume that your customers know everything about your business, because they don t. It s OK to share information that you would consider basic. If you don t, you could be missing out on really connecting with your audience. I share regularly about how to schedule your content in advance on Facebook, because not everyone knows this can be done. And those who do, often appreciate the reminder. Remember this content shouldn t be marketing or sales related. It s not buy my stuff. It s I m a real person who can help you. Aim to be inspirational and educational. Your aim is to make small deposit into your customers BelieveMe Bank so when they read your content they are saying to themselves Yeah, she actually knows what she s talking about. 14

16 15 In the example from Parents 2B (who I 100% recommend; they saved my life), she is sharing the estimated awake time for babies. Valuable information for moms (like me) who really have no idea! And you will see that she hasn t mentioned her services. She is just providing valuable information to make the deposit into her clients BelieveMe Bank. It s purely educational (or inspirational).

17 16 EngageMe Content (Interaction Content) EngageMe or Interaction content is the third type of content you need to know about. The good news about EngageMe content is that both SeeMe and BelieveMe content can also be EngageMe content. EngageMe content is important for two very important reasons. Firstly, we know on Facebook that interaction likes, comments and shares (and even reading, as Facebook takes into account the time someone spends on a post) contribute to news feed rankings. The more of these that your content has, the more Facebook will show others within the news feed. When users interact with your content Facebook says this content is actually relevant to this person, I ll show them more of it. Based on this interaction, Facebook will show more of your content to your existing fans. Therefore overall, more engagement on your posts, contributes to more reach. Secondly, when a user interacts with your content, they are taking an action with you and your business. They are liking or commenting, etc. They are building up a relationship and feel more comfortable with you. They are taking action with your business on a platform (Facebook), that they already feel comfortable with. So when you ask them to take a bigger action, e.g. visit your website, give them your address or maybe even your credit card, they feel more comfortable taking that action as they have already taken action with you previously (on Facebook).

18 17 Just like the other types of content, you have to keep your audience in mind. Different audiences will interact and engage with different types of content. I know for my audience, they love to share their opinions and let me know what they think. So questions work really well. I ve also found that when you share more of you, your engagement skyrockets. They love images of my son, Max or behind the scenes business information. However for your audience it might be asking them to click like or fill in the blank. Play around with a few different options and see what resonates. The main thing you really need though is to understand who your audience is and what s more appealing and interesting to them. In these examples from Christian Louboutin you can see the fill in the blank generates lots of engagement with around 500 or more comments each time.

19 Denise Duffield-Thomas also generates lots of engagement on her Page by asking her audience questions such as this one below; So far this post has generated 74 comments and 24 likes from a relevantly simple question. 18

20 19 PayMe Content (Converting Content) The final type of content you need to know about is PayMe or converting content. Often when people start on Facebook they either just focus on engagement and never ask for the sale, or they are only about the sale and forget to build a relationship first. The beauty of my content formula is you are sharing a nice mix of relationship building while allowing you to make money from Facebook. When crafting this content I want you to remember what Facebook is. Facebook is a social platform. No one wakes up in the morning saying, Gee, I can t wait to see what I can buy on Facebook today. We are on Facebook to interact with our friends, family and brands we care about. Often not to buy. For 99.9% of businesses we re not selling directly on Facebook. It s not what the platform was designed for. Therefore, your PayMe content should be moving people to the next steps within your business. These next steps are based on your original sales process. Do you want people to visit your website, call your office or sign up for your free offer? Determine what this is and then craft your content accordingly. In the example below Michelle Bridges is running a competition, and of course to enter you have to provide your name and , which is building her database. From there you will be hearing about her membership site.

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22 I ve also shared this example from AJL With Love a business selling handmade products. In this example they are offering a very low cost product $10 for direct sale. I m sharing this example as I actually purchased from this store, however it was a more involved process for both of us. There wasn t any indication about how to buy or postage cost, etc. I asked questions on the post and then had to send a message, make payment with Paypal, etc. Compared to sending someone directly to a shopping cart where it would 21

23 22 handle the whole transaction. I often wonder how many more sales would they be able to get if they directed people to a shopping cart and people didn t have to ask how to purchase. The type of products/services you provide will determine if you can sell directly on Facebook, and remember for most business owners you can t. Even in the above example if something was to happen to her business page she wouldn t have any of her clients contact details, which means her business would be gone overnight. Moving people to your own website and through your sales process is always going to be the best option for the long term success of your business.

24 23 Where to Next? Keep your eyes on your inbox. Very soon I ll be hosting a free live webinar with training on Rapid Facebook Content Creation. During this session I ll take you, step by step, through my highly effective Facebook Content Strategy. It will have you creating a whole month s worth of content in a hour. Cool. Right!?! Check your inbox for your upcoming invitation.

25 Who is Natalie Alaimo?... I m so honoured you asked. J I m a mother, business owner, Facebook lover and speaker. As the creator of Your Online Business Made Easy Hub I love helping women in business using the power of online marketing to create the business and life of their dreams. After working in direct sales and feeling frustrated that the marketing department (of a huge international company) wasn t doing their job and sending us leads, I decide to leave and head up the marketing for the family printing business. Being young, naive and knowing it all, I figured it couldn t be too hard to run a small business and generate leads - seriously!?! Now stop laughing... yes, I got the surprise of my life. Running a business was hard. From the administration, finances, staff, insurance, client work, taxes and... the list is never ending. Plus you are also responsible for finding your clients! Wow. It was stressful. But for me, working in the family business gave me the flexibility to learn, grow and most importantly try different things. We didn t have a huge marketing budget - OK - we didn t have any marketing budget. Sound familiar? I had to figure out a way to make sales without spending much money. The first thing we tried was an newsletter. Did I mention we were a printing business? Here we were sending monthly s with awesome information and advice for our customers and potential clients with the idea that eventually some of them would purchase printing. And yes, they did. From s! 24

26 25 Fast forward to 2007 and a friend asked if I was on Facebook. Facebook... I d never heard of it. But I jumped on and started to apply all the information I d learnt in marketing to Facebook, and finding out how we could use this platform to reach more of our clients. And using this platform, we started getting more and more clients. By 2010 I was teaching other business owners how to use this platform since we had such amazing results ourselves and to date we have helped over 1,967 business owners using online marketing to grow their business. It doesn t matter how good your product or service is, without marketing it, you don t have anything. I know that by using Facebook and specific marketing systems we have completely transformed our business and our lives as a result. Because we have applied these learnings to our business we have the lifestyle we want. We have flexibility and freedom of time and money. After the birth of my son I was able to take 4 months off, away from the business, just chilling at home. I could have taken more time, but I was getting restless and wanted to get back to my community. Now at just over 12 months, he is at daycare a few days a week, allowing me to resume tap dancing classes, work on the business and host the free training events. Mom likes to work odd hours, so she works when it suits her. We often spend the morning going for a walk and having breakfast before doing a few hours of work each day.

27 26 When you don t have to worry where your next dollar or client is coming from, business becomes fun. Life becomes easier. Happier. We have done this... and so can you.