Traffic and Conversion Meetup

Great article on the importance of strategy in marketing.

Why Google Analytics ruined marketing Marketers in the high-tech world who use phrases such as “social media marketing,” “Facebook marketing” and “content marketing” do not understand..

[On Copywriting]

Over the next few weeks, you are going to get some advice on copywriting.

Copywriting at its basic form is storytelling.

Copy comes in many different shapes and sizes.

As the only saying goes, "I am sorry I didn't write you a shorter letter, but I didn't have time to write a long one."

In our experience, the shorter the copy, the harder it is to do it.

In this copywriting series, you will learn the different types of copy you need to master to build your online marketing funnel.

This post will teach you about the first copy you need to get right (FB Ad Copy).

FB Ads [Part 1]

The first copy you must master is FB copywriting.

Why?

Simple. Today FB is the primary tool for lead generation.

Aside from Google, there is no other source of traffic on the internet that is even close.

Google (which we will talk about another time) is much less copy rich than FB.

If you have a business, (B2C or B2B) chances are FB is a great place to go get traffic.

Even if you don't use FB for cold traffic, remarketing ads (bringing people back to your site) with FB is something you should be doing today.

So here are the steps we recommend you use to write great FB copy.

[Rule #1] - Know your persona

We keep going back to this (because it never gets old). Know who you are writing to. Not generally, but specifically.

Imagine the person you are writing to has FB profile. What would be on there? What are their likes? What do they post on their wall?

This goes all the way back to the strategic fundamentals of marketing. If you missed this, look for the video below on this page to learn all about it.

[Rule #2] - Remember it's a party

Think of FB as a giant online party (just not as fun as the real thing!)

Imagine you are walking into a party. You have your business. What would you say to everyone you meet?

You certainly would not go telling everyone your name and shoving your business card in their face.

Now you may have great conversations with people, build rapport, and then they start to ask you about your business what and what you do.

Think of FB the same way. People are there to socialize, see friends, catch up on things.

They are not necessarily looking to buy anything (not like google).

This doesn't mean you can't sell on FB, but remember it is a drawn out, social process.

[Rule #3] - Meet people where they are

This is what we call 'Cold Traffic' and 'Warm Traffic.'

Does your audience know you already? Or is this the first time they are seeing you?

This changes everything. If you don't know someone, you speak to them differently than if you do know them.

The same goes on FB.

[Rule #4] - Write for your persona (not yourself)

Now that you know who you are writing to, how well you know them (or don't), and where you are talking to them (in a social setting)...

It's time to write.

Now think back to the party scene again.

What do you do at a party to make friends?

First, you focus on them.

The best way to get someone interested in you is to be genuinely in them.

Who likes the person who comes up and just starts talking about themselves?

Now translate that to FB.

The way you show people you are interested in them is to provide content that is valuable to them.

At a party, you provide value by listening to people, hearing their problems, and then perhaps giving some helpful advice, or even offering to introduce them to someone.

On FB, you simulate this by writing something that is near and dear to the heart of your ideal persona.

Show them you care, and they will notice.

[Rule #5] - Story Wins

The real magic in FB happens when you can learn how to provide value and wrap it in a story.

There is a reason Game of Thrones and all these series have people hooked.

Everybody loves story.

You can tell stories on FB. People will read them, comment on them, and share them.

Then you can respond to them.

[Rule #6] - Don't sweat the small stuff.

- What is the perfect headline?
- What is the perfect button copy?
- What is the perfect subheadline?
- What should you put for the URL description?

Honestly, don't worry about it. Just do something.

The first thing you need to do on FB is to build a relationship with people.

This is done through your content - whether it is your written copy or a video.

The worst thing you can do is not do anything because you want to make it perfect.

Once you have an ad out there, you can test it against another variation where you test these things.

Try new things, but just keep going.

What people care most about on FB is great imagery and copy that shows you that you care about them.

[Rule #7] - Make Every Ad Part of a Journey

Now, every individual ad is great.

Think again about Game of Thrones.

One episode is great, but what really makes it is the series.

But the real power of FB marketing comes when you link them all together into a journey.

This is where having a funnel map and a customer journey mapped out is essential.

For every step of your funnel, you need to understand who you are speaking to, and their level of engagement.

Never try to get people to do something on FB that conflicts with the next step in the funnel.

If you have just met them (cold traffic), focus on getting engagement.

If you know them already (warm traffic) focus on getting them to commit (Like you or give you their email)

If they are on your 'list' (email or FB fans) ask them to take the next step (whatever that is in your funnel).

If you think about these things in order, then you can craft a journey where these stories link together.

This is where the funnel really starts to work together.

[Summary]

FB Copy is just like going to party.

Think social. Be helpful. Have fun. Don't take yourself too seriously.

Remember to follow these rules:

[1] Know your persona
[2] Remember it's a party
[3] Meet people where they are
[4] Write for your persona (not yourself)
[5] Story wins
[6] Don't sweat the small stuff
[7] Make every ad part of the journey

We have more posts on Copy coming soon. Watch for them.

Ewa & Sam

P.S.

If you are interested in learning more about FB Ads, keep watching the feed for more information.

P.P.S

Ask us questions by posting comments.

If this post was helpful to you, please share it with your friends.

Summer is here. Meetups are on vacation too ;)

But we still miss you :)

So here is the first in a series of summer reading for you.

We (Ewa and Sam) continually run into the same issues with our private coaching clients.

Companies who come to us usually have problems with their Personas (probably 80%)!

[Usually, we see such 4 mistakes being made at the Persona creation]:

[1] The persona is not specific enough.

Too broad and so impossible to target on social media. Plus it is hard to define the right content to open conversation with.

Small details matter (age, position, marital status, job status, etc.)

[2] Too specific of a persona.

Targeting the Persona who is very difficult to find online or is already well targeted by competitors.

[3] Lack of any Persona at all.

Most companies make this mistake. They want to sell to everyone.

Here is the golden rule.

If you write your marketing copy and pages for everyone, you will sell to nobody.

Take the time to pick a group and write only to them. You can find 1,000s of these people online with today’s targeting tools.

[4] Persona who is correct but is not clearly defined enough.

We do recommend using as many characteristics as it allows you to picture the Persona.

This cool tool by Hubspot will help you get started => http://www.makemypersona.com/

Plus make sure you understand these 3 very well:

- What is the key challenge of your Persona that your product/service can help her with
- What is his/her level of awareness towards your product/service (how much she knows she needs you now)
- What is the competitive landscape online that this Persona is exposed to

If you need to work on your online marketing, and you have not done this hard work on your persona, stop all other work.

Do this first!

Ewa & Sam

P.S.
Ask us questions by posting comments.

If this post was helpful to you, please share it with your friends.

T&C Community,
Thank you for nice session and great party. Check photos from Final Meetup and make sure to tag your friends. Enjoy summer and keep in touch ;)