fbpx
3 Stage Business Journey

3 Stage Business Journey

Not every business has the same message to convey on social media.

 

A brick-and-mortar business that doesn’t sell online needs to get a different message across than an online shop.

New businesses need to take a different approach than established businesses with a large following of fans and repeat purchasers.

Taking a moment to consider where you are on your business journey will help you identify your business focus and how you need to show up on social media.

The three stages are:

  • Visibility
  • Relationships
  • Conversions

Each stage has different messaging, goals and Call To Actions, so we’ll look at each in detail.

Messaging

Visibility – For businesses that need to increase their visibility, for example, new businesses, new products for established businesses and businesses that don’t sell online but need a presence.

Relationships – For businesses that need to build relationships with potential clients, want to start conversations or answer questions from potential clients.

Conversions – For businesses that are happy that they are visible online and have a strong relationship with their followers. Their audience will be in a position to buy, and so they need to give them the information they need to make the decision. They need to continue providing value and keep all of their posts client-focused.

Goals

As you write your social media posts, you must remember what you want people to do. And this won’t be the same for every stage of your business journey.

And if you look at your Insights (if you don’t, why not?), you’ll need to make sure you focus on the one relevant to your business stage.

There’s no use aiming for Link Clicks if you are working on your visibility.

 

If you are in the Visibility stage, you will want to concentrate on:

  • Reach
  • Followers
  • Page/Profile views
  • Video views/likes/reactions
  • Shares

If you are in the Relationship stage, you will want to concentrate on:

  • Shares
  • Comments
  • Saves
  • Video views
  • Direct Messages

If you are in the Conversion stage, you will want to concentrate on:

  • Direct Messages
  • Link clicks

 

Call To Action

The CTA you use on any social media post will depend on what your goal is for that particular post (see above). Make sure you use a CTA to get your followers to do the right thing!

Here are a few examples of CTAs you could use.

Visibility

  • Share if you agree
  • I bet you know someone who could relate to this. Tag them below!
  • Watch this video to learn more
  • Follow for more tips
  • Screenshot for later
  • Who needs to see this?

Relationships

  • Would you agree?
  • Which would you pick?
  • My DMS are always open – cme chat
  • Help me with your top tips in the comments
  • Let me know your recommendations below.
  • How would you do this differently?
  • Any questions? Pop them below.

Conversions

  • Grab yours today
  • Read the full blog here
  • Take the quiz
  • Get yours before they are all gone
  • DM me if you want the link
  • Only 5 spaces available
  • Book an appointment today
  • Join my Facebook group
  • Don’t miss the deadline/discount

 

Don’t be tempted to move too quickly through the stages. You won’t succeed in converting buyers if you haven’t been visible and nurtured those relationships.

Once you move forward with a stage, you can still use the previous stage(s) elements for some of your posts.

So, even if you are now focused on converting followers into buyers, you can still increase your visibility and nurture your relationships.

 

 

 

Spending all day on Facebook

Spending all day on Facebook

When I tell someone that I’m a social media manager, they usually laugh and ask ‘So you sit all day looking at Facebook’?

It is a fact that a lot of the time I have Facebook open on my browser, but not always for ‘looking’.

Yes, some of my time is researching on Facebook.  And for some clients, I need to go into Creator Studio via Facebook to schedule their posts.

And I check insights for my Basic package clients to monitor how their posts are performing so I can tweak and improve their reach.

I reply to comments on my own social media page, reply to my messages and also monitor my own page insights. Monitoring and creating ads for myself and my clients. I post to my own Facebook and Instagram accounts via Creator Studio and hang out in groups for Facebook strategists and Social Media Managers, so yes, I do spend a lot of time on Facebook.

BUT a considerable amount of my client’s social media work is spent away from Facebook.

  • Researching topics for posts
  • Checking awareness days
  • Drafting a plan for the week/month
  • Reading client blogs for content
  • Writing copy (a lot of time is spent writing)
  • Creating graphics

All of this work is done away from Facebook and actually takes up a large portion of some days.

Facebook being open would be a massive distraction too, so if I don’t need it, I close it down.

Creativity for writing and design doesn’t need the distraction of Facebook throughout the day. Any messenger notifications come to my phone and will be dealt with between tasks depending on urgency.

So, actually, no I don’t spend all day looking on Facebook.

But as I move my business towards Facebook strategy and paid ads, the fact is that I will be around Facebook much more often – but rather than the social side I’m more likely to be knee-deep in Business Manager.

Not quite the same.

If you would like to have a chat about Facebook Ad Strategy, then I offer a 45-minute discovery call to find out if Facebook Ads are for you.

 

In need of a boost?

In need of a boost?

 

Facebook often suggests boosting posts and I often see social media posts and comments from people who have boosted posts and seen no benefit – it has costs money but they’ve had no leads from it.

 

Boosts have very limited options for targeting – friends and family, and some very generalised targeting options. Under most circumstances boosts are a waste of money. It is highly unlikely that your post will be placed in front of someone who will buy your product or service.

But there is one occasion when boosting a post will achieve the results you want – if you want to get lots of likes and shares on a post and before running it as an ad.

 An ad that has a lot of likes and shares will get better results – it is providing the social proof to potential purchases, giving your brand extra credibility.

You need to really think what your final aim is and create a post on your page specifically to run at a later date as an ad.

Initially, any post you put out may well get a few organic likes and comments. By spending a relatively small budget (say £10 ) on a boost (to family and friends of friends) the algorithm then kicks in and boosts your post to the people most likely to engage.

This will ensure that your post has a much healthier engagement when you use the exact same post as a targeted ad. Laser targeted to your ideal client, not only will your post be in front of the eyeballs that matter , but the ad will also have more engagement that will act as social proof.

It’s really important that you use the same post ID, and that you write the initial post as you want it to go out as the ad as you won’t be able to amend it afterwards.

You may well already have a post on your page that you could do this with as well.

 

Once you have a little boosted engagement, your next step is to increase the social proof even more by creating an ad with an engagement objective. Send this out to a warm audience, such as website visitors or page engagers.

 

Once you have aggregated a satisfactory amount of social proof through your engagement ad, you may then choose to run another ad (using the same post ID) with a conversion campaign objective to get in some leads from a cold audience. Your ad will have likes, comments and shares and your brand will have the social proof to instil confidence in potential clients. 

I have conducted my own experiment on one of my own posts when I was promoting the launch of my Facebook ads strategy service. Initially the post had a handful of likes and shares.

After a £7.72 spend on boosting my ad, I had accumulated a reach of 1.9k with 73 engagements on the mobile news feed and Instagram.

 I then ran an ad very briefly (only for a few days as this was just an experiment) to an audience of website visitors (and a lookalike audience) with  a spend of £10 and another 73 engagements.

I stopped my experiment there, but I can see that the potential was starting.

A total of 2450 people reached. 88 engagements. A total of £17.72 spent.

A post that had some credibility to then share to a cold audience. (I should ad that I didn’t conduct the second part of the experiment and run the ad to a cold audience as it wasn’t linking out to my lead generarating page)

Although this was a failry low scale and low budget experiment I think it shows that you can buy engagement within your warm audience and if needed, build the social proof to give your brand credibility to a cold audience. If you’re interested in seeing how a Facebook strategist could level up your business using Facebook ads, then get in touch.

 

Do  you have a sales funnel?

Do you have a sales funnel?

Do you have a sales funnel?

Do you know what one is?

Your sales funnel is the journey someone takes from knowing nothing about your product through to purchase.

Every business has a sales funnel, and it can be very simple or very complicated.

Prospects go into the top of your sales funnel, and buyers will reach the bottom of the funnel. Along the way, people will drop out and the funnel narrows.

The AIDA model traces the customer journey –

  • Awareness – search, FB ad or post shared by a friend – unlikely to buy immediately
  • Interest – More FB posts, lead magnet – you establish expertise
  • Decision- content informs via an email sequence
  • Action – purchase/coupon

Sales Funnels can be much more complicated for businesses with lead magnets, email lists, tripwire products and high ticket items. There are many more places where potential customers can drop out and forget about your products.

Understanding your sales funnel is the first step towards maximising it.

Where are prospects falling out?

Where are the weak spots?

Could you do more to get more people through to the bottom of the funnel?

How are you getting prospects into the top of the funnel? Are there enough?

One of the ways to get prospects into your funnel is to offer a Lead Magnet or freebie.

This could be a pdf or masterclass that shows off your knowledge. Prospects give you their email address in exchange for a freebie, making them a lead you can follow up with further emails.

Having a useful and professional-looking lead magnet is going to put you in the best light possible, and I would highly recommend using Biz Template Babe. As well as templates for Lead Magnets there’s also templates for podcasts, email sequences, and social media.

They are straightforward to use, and you can switch them up with your own branding to look professional; each template comes with tutorials as well making it super easy to use.

I speak from experience too, as I created my own lead magnet last year……….

And don’t forget that Facebook Ads are a great way to retarget people who have visited a web page or Facebook business page with your offers and products.

If you want to check out my own Lead Magnet (because it is also packed with super-useful ideas for your social media posts), then you can find it here.

The importance of the second cup of tea at 8.30 am.

The importance of the second cup of tea at 8.30 am.

Second cup of tea in hand, I’ve always been in my home office for 8.30 am. Or thereabouts.

Back when I was Project Managing a team and was expected to be available in office hours, it was a perfectly acceptable expectation that I was available and at my computer. But I stopped offering that service almost a year ago, I have no ‘time-sensitive’ work to carry out and often write away from my desk (in the garden sometimes, but don’t tell anyone)

Over the last few weeks, I’ve seen lot’s of people reminding me of the benefits of keeping to a routine, and I have no doubts that these are valid points:

  • Increased efficiency

  • Reduces the need to plan

  • Creates a structure to your day

  • Develop good habits

  • Break bad habits

  • Easier to prioritise

All very valid.

Except, at some point over the last four weeks, I’ve realised that some of the routines and habits I had formed over the previous months and years were no longer serving me. They were making life MORE DIFFICULT. And at the moment, I’m all about making life easier.

The first thing to go was being in the office at 8.30 am.

Instead –

  • Leisurely breakfast with my daughter

  • Battle the queues at the supermarket 

  • Drop shopping off for my parents  

  • Collect a prescription  

  • Go for a run  

All of these things were much more important than the false importance I had attached to turning my computer on by 8.30 am at the latest.

Changing my routine has reduced my stress and anxiety, the overwhelm and the feeling that I was somehow failing somebody (me?) if I didn’t sit down to work at 8.30 am.

And the whole change of pace from being in lockdown got me thinking about other habits and routines that I had that were no longer serving me (Because I do like routines )

Is it laziness or a fear of change that keeps us in these routines that no longer serve us?

After the realisation that I didn’t actually have to start work every day at 8.30 am, I began to reassess other habits – finishing at 2 pm, using specific software, methods of carrying out work, carrying out tasks in a particular order. It turns out that a change really can be as good as a rest, and that even a single tweak can totally revitalise your day.

Don’t Panic, Mr Mainwaring!

Don’t Panic, Mr Mainwaring!

I recently watched a webinar hosted by the marketer Luan Wise, called ‘How to Adapt Your Social Media Activity in Times of Uncertainty’.

The main takeaways from the webinar I have been sharing over the last few weeks in my social media posts.

Don’t panic

No-one planned for this, so it’s ok not to know what to do

Don’t stop marketing and posting on social media

Keep yourself visible

 

It might feel a bit awkward continuing as ‘business as usual’ during these uncertain times. Still, if you are operating as ‘business as usual’ (or even if you aren’t), then it’s best to tweak how you’re marketing yourself on social media. Even if you’re not in a position to continue business as usual, you can still interact and engage on social media and keep building those relationships………and your reputation. Empathise with your clients, and focus on the help that they need now – help and support that is of immediate use to them, even if they may not be in a position to buy at the moment. Everyone is feeling something at the moment, even if we aren’t all feeling the same thing. And tapping into what your potential clients are feeling is vital.

 

One aspect of your social media that you may want to tone down temporarily is the selling aspect. Of course, you’re still running a business, and you still need to attract new clients. But let’s be sensitive to feelings, to uncertainty and to building relationships that will extend beyond this crisis.

If you’re finding yourself with time on your hands as business has slowed or stopped, then there are a few activities you could carry out to spring clean your social media:

 

  • Update your profiles

  • Unfollow/Remove connections

  • Review Groups

  • Create or update your content resources

  • Research hashtags

  • Research Awareness Days

Understandably, you aren’t sure how to pitch our social media efforts at the moment, as these times are unprecedented. But one thing is for sure. You need to continue something on social media if you want to remain visible and be at the forefront of your clients’ minds now – and when they are ready to buy in the future.

Download my free pdf for 20 prompts of what you could be talking about on social media, or get in touch for some 1-2-1 support to pull together and implement your own social media posts. 

No time for all that? I can plan, create and post for you! My packages cover the requirements for most businesses, let’s have a chat about how we could support you.