Your Digital Marketing Blueprint For the New Era (Part 1)
Remember David and Goliath?
Unless you’re that guy, bringing a pebble to a sword-fight isn’t the best of ideas.
Same concept as bringing a knife to a gunfight.
When the first effective firearms were invented, what happened?
An arms race. That’s what happened.
And right now, the same thing is happening in the world of marketing.
But instead of knives vs guns, it’s traditional vs digital marketing.
This is what will keep you on top:
Targeted, trackable digital marketing efforts.
Targeted to people who want what you’re selling. Trackable so you know which efforts are paying off and which aren’t.
In this guide, we’re going to delve deep into the most effective forms of digital marketing, starting with Facebook and Adwords.
We’ll start with one of the best modern marketing platforms in the business.
#1: Facebook Marketing
► More quality leads (as long as you’re targeting correctly).
► More customers at a lower cost of acquisition.
► Less expensive per click.
► Decent analytics.
► Much less disruptive than most forms of digital advertising.
►If you use “one size fits all” ads with a direct sales sort of focus, Facebook may not perform to your expectations. Facebook ads are more about staying at the top of the consumer’s mind than for getting direct sales. (Although people have used it for that too. Your mileage may vary.)
► It’s limited to Facebook users (as opposed to Adwords and other forms of PPC, where you can ultimately ghost people all over the internet through retargeting).
This is why you need to be using Custom Audiences.
Lookalike Audiences, for example, can partially clone your best customer list.
It helps you target only the people who actually want what you’re selling, instead of blasting a message out to the masses and hoping some of it sticks.
Here’s how it works.
Every one of your customers have specific characteristics that set them apart from the rest of the population, right?
So if you could find people just like your customer list, well, you’d be set, right?
Right. And right, you can do exactly that with Custom Audiences. Facebook Lookalikes specifically (and some additional targeting options).
A couple well-placed clicks and a few taps is all it takes, and boom.
You’ve got yourself a living, breathing group of 3,728 people in your target market who share many of the same characteristics as his customer list.
IMPORTANT: It’s small because it’s hyper-targeted. Your audience doesn’t have to be as big as Facebook advises to get good traction. Facebook Lookalikes typically only brings you halfway there. You’ll want to narrow your audience down further by selecting key factors like the following, just in case the Lookalike wasn’t targeted enough (which is often the case by the way).
Here’s a few examples of what your lookalikes will… look like:
► They’re all close to the same age. (Age Demographic)
► They all live inside your sales territory. (Geo-Targeting)
► They all fall into the same income bracket. (Income Demographic)
► They’ve all shown interest in your service (the more recent the interest the better). (Facebook page likes, website visitor retargeting, etc)
And that’s just a scratch in the tip of the iceberg. There’s a lot more going on down there. Problem is, you can’t really see the rest of it, because Facebook doesn’t hand out all the details.
But the bottom line is, it works for a lot of people, and it’s very possible that it’ll work for you too. The only way to find out is to test. More on that soon.
Best Practices For Facebook
Have a good content hook:
Your headline is the text hook. The focal point of your image or video is your content hook. One of the best things you can do is show them a person right away. It appeals to a deeply rooted instinct – as humans, we’re extremely social creatures. What do your eyes naturally draw to on Facebook? Think about that next time you visit the social network. Generally speaking, if I had to choose one thing in the entire universe to use as a hook, I would choose a person. And not just any person.
Use Real People
Most of us don’t even bat an eye at the fake people, that is, models or paid actors. But when you see a real, genuine person, it captures your interest.
For your video, you need movement right away to capture their attention – to continue with our example, use a person moving around; walking, running, talking, working, etc.
Videos of people in your company
Post your employees doing work, having fun – being awesome. Because that’s going to be much more effective than your typical, run of the mill memes or motivational quotes.
Adwords and PPC
Einstein said it best:
You have to learn the rules of the game. And then, you have to play better than anyone else.
Google has changed a lot of things, and especially in the home service industry.
Not only that, Google isn’t the only moving piece in the puzzle. There has been a massive overall shift to the digital side of things, and if your marketing doesn’t shift with it, you’ll quickly become obsolete.
So, how has Google changed? Well, for one, sponsored ads are less obviously ads; they’re green now, and much more native.
Google’s home service ads are launched and taking full effect.
Bottom line – you need to learn the new rules, and figure out whether or not your company has a good fit into the Adwords industry.
Take the Google home service game for example. Those leads will work for some people, and they won’t work for others.
At the end of the day, it’s not going to be great for everybody, but it’s well worth trying in case it works for you.
Best Practices For Facebook AND Adwords
Keep your text brief and targeted.
Write the content like you’re talking to somebody in your target market, one on one. Conversational. Targeted. Since your ad is going to be served directly to your target market, don’t shy away from industry terms only they would know.
For your headlines, follow the 4-U rule:
This Time it’s Personal
Post pictures and videos of your team. This humanizes and gives a face to your brand. Makes things interesting and relatable. Personal.
This one’s pretty important. If you don’t set your ads to be served to your territory, well, that’s like lighting a good chunk of your money on fire. No bueno.
People you retarget are 70% more likely to convert. (Source: Digital Information World)
Test, Test, Test
You’ll never know if you don’t try. But that’s only half of the truth. You’ll also never know if you don’t try long enough. If you think you’ll master Facebook in your first few days, you’re in for a major disappointment.
Even the most seasoned marketing vets will tell you – each organization is a special snowflake that calls for snowflake-specific marketing tactics. Have you seen how complex a snowflake is on a subatomic level? Me either, but we both know it’s crazy complicated in a catastrophically beautiful way. That’s your organization.
It takes time to learn and there is no cookie cutter approach. So you must test.
And be ready to stick it out – give yourself time to accumulate data and read it and then adjust.
Hunt down your mistakes and make them teach you what NOT to do.
Only after you’ve sown your due diligence will you reap the revenue.
Quicktip: Next week we’ll go over more tips like these. Stay tuned!
Let’s talk about cost. A lot of marketers will tell you that Facebook trounces Adwords and other forms of PPC when it comes to cost. Guess what?
They’re right. When we’re talking cost per click, or even cost per lead, Facebook usually wins by a long shot.
So should you put all your eggs in one basket?
… kind of. But only if you’re focusing your campaign 100% on clicks and social proof.
(Keep in mind, this is not sustainable or scalable by any stretch of the imagination. But if you have a temporary objective that revolves around clicks or social proof, why not?)
If you’re building a lead list of people who are clearly interested in your services but aren’t necessarily ready to buy now, and you’re looking to nurture them over time, Facebook probably wins again.
Need to start pumping out quality ads without melting your brain with Adwords-complex learning curves? Facebook all the way.
The simple fact is, Facebook does a lot right.
That said, ad diversity is almost always the best course of action, as you’ll soon see.
Ben over at Webrunner wrote a pretty outstanding, in-depth study on Facebook vs Adwords.
He does a great job summarizing this point:
…traffic from Adwords tends to convert at a higher rate because of the higher level of intent with keyword-based targeting (Adwords) versus demographic, interest and behavior-based targeting (Facebook).
…even if traffic from Adwords is usually more expensive, it doesn’t mean Facebook is automatically the better option due to cheaper click costs.
If you’re looking to target people who are ready to buy now and are searching for a way to buy now – this is probably the main exception to Facebook’s winning streak.
Adwords wins that one.
And that’s where we’ll leave off.
Next week, we’ll cover the ins and outs of Email Marketing and more.