Social Speak Podcast chris carr with Farotech

Farotech is a comprehensive, growth-driven digital marketing agency that implements a systematic approach to lead generation, nurturing and conversion by utilizing scalable web design, cutting edge inbound strategies, and creative video development.

In this interview with CEO and founder, Chris Carr, we focused on inbound marketing, web design, and video marketing for the healthcare industry. We covered:

  • How Inbound Marketing, Web design, and video for large orthopedic brands relate to short-term and long-term strategic marketing decisions.
  • Current trends are you seeing for wellness practices with SEO marketing in 2019.
  • Tactics that were expected to perform well or had a lot of hype, but failed to take hold in 2018.
  • The effect of video on digital marketing for healthcare.
  • The top 3 things that a wellness center should be doing online to see a return from their SEM efforts.
  • The top strategy that should be followed, but often marketing teams get it wrong.
  • Marketing strategies your team is currently testing that you don’t think many other agencies are implementing for their clients.

Please be sure to subscribe to the Social Speak Podcast for more interviews with experts in digital marketing for health and wellness businesses. To learn more about Farotech, click here.

I had a blast during this interview with Chris, and was blown away by how in depth and actionable the information was that we discussed. Some key takeaways included:

  1. Don’t just change your website if you think it can work better to reach the KPIs you’ve identified for your practice. Install software to create Heatmaps. These heatmaps show how prospects are engaging with your site and allow you to test different layouts and understand how design effects conversions. [6:50]
  2. Dive deep into your buyer personas or patient personas. Your goal is to create content that creates an emotional connection about how their life can be after they come into your practice. Cast a wide net, but also tap into individual niches. [14:23] and [27:01]
  3. Though you will benefit from a professional video on your homepage, lower cost, authentic videos for asset pages or pages that answer commonly asked questions about your specialties. These can then be repurposed for a variety of uses. [16:45]
  4. Dive into both Local and Traditional SEO tactics. First consider the commonly used, but less competitive keywords to grow your domain authority, then progress to the more competitive keywords when writing your blog content. Additionally, create and follow an editorial calendar to be more Proactive in your marketing rather than reactive. [32:11]
  5. Hiring a scalable team of specialists can be less expensive that hiring employees in house. [3:18]

Transcript of Podcast Episode with Chris Carr

Hello and welcome to the newest social speak podcast episode. My name’s Caitlin McDonald and I am one of the co-founders at Social Speak Network and today we are joined by Chris Carr, the owner and founder of Farotech, a Gold Star HubSpot partner. Farotech, is a comprehensive growth-driven, digital marketing agency that implements a systematic approach to lead generation, nurturing, and conversion by utilizing scalable web design cutting-edge inbound strategy, web design, and creative video development. So, let’s give Chris a warm welcome as he joins us on this podcast episode.

Caitlin McDonald: Chris, thank you so much for joining us today.

Chris Carr: Yeah, thank you, thank you for having me.

CM: To kick this off, tell us a little bit about your background in digital marketing.

CC: Well, I started Farotech in 2001, so it’s been nearly 18 years and we started out just as web development company. It was just myself and then, eventually one other individual. Now we have about 50 people working for our agency and we service companies throughout the United States in healthcare who are business to business, business to consumer, you name it. We started about 18 years ago, it started out as a web development company. And then the natural progression would be “Hey you know what, you guys create a really great website but nobody can find it.” And so we went from a web development company to really getting into SEO. And then the next progression after that was, “Hey, you create really great websites. I’m on the first page of Google, but for some reason my phone isn’t ringing, my email is not blowing up, what do I do about that?” And so we spent the latter half of the last 18 years really, talking about conversion science.

Hitting traffic at the wrong part of the buyers turning they’re not going to convert. So it was really important for us to solve the actual problem that they had not just give them marketing ease or marketing answers because that’s easy to do. The sales are down. I’m like, “Yeah but I got… Yeah, 100 Facebook likes.

CM: Right exactly, those vanity metrics aren’t going to cut it anymore.

CM: Your business, Farotech, focuses on inbound marketing, web design, and video for large orthopedic brands. Can you describe how the three of these relate to short-term and long-term strategic marketing decisions?

CC: Sure, well let me share my screen.

One of the things we try to do is, we try to really affect the hiring decision and reason why I’m saying that is that the average orthopedics practice usually might have one person who’s in charge of marketing. And when you see on the slide here, you can see my computer, correct? [3:18]

Marketing is moving extremely fast. The expectations have never been higher. Most marketing directors expect their health practice to be on the first page of Google. They expect it to be a thought leader. They expect you to have a social presence, you name it … Basically, the list goes on and on and usually what happens is orthopedics go and they hire a marketing professional or CMO or something like that, and we call that person, it’s a HubSpot term, but they call a Marketing Mary a Marketing Mary wakes up one day and realizes that all of this stuff is more than a one-person job. And so they need support.

And so what happens is, is that Mary usually finds a content writer and then they maybe tap on the shoulders of a social media vendor or something like that. All the PowerPoints and all design stuff still needs to be created. So maybe they might have a project manager doing that.

Then you have a web designer and basically you’ve stressed your web guy and everything has to look pretty with graphic design, what happens is you wake up one day and you got a lot of money going out the door. We sort of got the niche is we do what’s got a team-based solution and the team-based solution allows your marketing person to still stay in place, but we become your team behind that marketing person.

And so what happens here is with the really large or small practices need to scale, but they don’t want to hire five people to do so. So what they do is, is they hire an organization like ours that is scalable and we’re able to do all the things that they don’t have time to do.

A lot of times we bring our expertise and our approach to it, but sometimes it’s just that we have the time that they don’t have.

How does it affect the short-term, in the long term? Well, the short term is, is that we try to implement a strategy, but the long term is that we hope to be your solution to scaling your marketing team.

CM: Great, great. So providing those the quick positions that need to be filled, but also long-term growth of the team when the organization is growing as well.

CC: Yeah and then they like it because if they don’t like their writer, we can deal with it.

CM: Well let’s jump into trends. What current trends are you seeing for the health industry with inbound marketing in 2019?

Current Digital Marketing Trends for Orthopedics Practices in 2019

CC: There are a lot of trends and one of the things that I wanted to talk about is fighting the trends first and then adopting the trend second.

So usually what happens here is, let’s pretend like it a website company or a decision to basically take on a marketing campaign.

Usually what happens is that if you see you on the bottom left corner, you go and you create a really great website, right? [6:50]

Website Evolution for Orthopedics Clinics

And then what happens is, is that a lot of Orthopedic practices get really busy, and then they don’t continually evolve their website. And so a couple of years later if someone’s like, “Oh well, you know what, we really need to create a new website” and they do. Maybe two to five years later. They create another website in another website. But if you were really ask some hard questions, like What did you learn from website number one that made you decide that you needed website, number two, what about site number three?

And usually what happens is that they don’t really have a clean answer they just know that it has to be better than it is now, and obviously graphic design ages with time.

It’s pretty funny. I can look at a website and think oh look 2007. What our view is that every time you change that website or that campaign, it’s like reinventing the wheel.

But if you can basically be in a scenario, like you’re seeing here, you can develop a system and a foundation. If you look at the orange line, we recommend that orthopedic practice develop a strong foundation and then make micro adjustments along the way. learning and learning and learning and learning. And so, let me show you how we do some of that continual adjustment.

CM: And just for everybody listening to the podcast I will create a link that goes directly to this place of the video so you can see that graphic as well, so that will be down in the description. [8:20]

CC: So usually what happens here? So I go and I built that website. It’s the foundation, right?

I usually recommend that orthopedic practices put on heat mapping. This is about one of my clients, but this is their old website. You’ll notice that one of their critical buttons had no… Basically, no high balls on it. Or basically people’s mouse proofs as were going there, and they spent a tremendous amount of money and effort on these videos, but the people go into that, so they had to make adjustments, on the website and they did. Other things that I got graded on is how many appointments could I get for this organization?

You notice 15% of the audience. Did they scroll down far enough?

We do the same testing and mobile.

You look at all the clicks that they’re going to do, of a variety of different filters such as search terms. What part of the country or how long are they take to click? So the ore in a new drip marketing is going to be better to know it at 6 O’clock at night or 10 AM on a Tuesday morning.

  • We look at every KPI that they do, and we basically try to make adjustments on each of the smaller goals too.
  • We look at mouse movements to find out what parts of the website are confusing. We look at your forms to figure out why people aren’t converting.
  • We look at pages that aren’t converting and try to create attribution pages, and then later on, we’re going talk about video, but I’ll talk a little bit about it.
  • What we try to do is as we try to look at videos and we have a scale to figure out our videos too long or people dropping off at certain points.

So when you know all this usability data about your website essentially what you’re able to do is you’re able to create basically a system that if you imagine it’s like a spear you’re making this spear sharper and sharper.

Heatmaps help your practice to understand how you health center website helps you reach your digital marketing KPIs.

CM: That makes sense that absolutely makes sense. So creating new heat maps is actually something that any website can have on them. There are different apps out there, different softwares and programs out there that your team has access to and can just install a code on your website so you can start gaining traction and insights into how people are actually acting and reacting to your own website.

And so Chris, thank you so much for bringing that up. It’s so important, rather than having a new person, a new marketing director come in and say “we need a new website,” really think clearly about what those goals are and see how your websites currently performing compared to those goals. because you might be surprised that the thing that you think everybody’s clicking on not getting a single click.

CC: Yep, we’ve adjusted words on the home page and a five to 10% up-tick. Honestly, sometimes we did it by accident” on for measuring and so we’re like, “Okay good.”

CM: Exactly. And it might not work the same way the next time, but for that one center it works great.

So, you brought up video, so let’s jump into a video. Can you tell us how video effects, digital marketing and what you’re seeing with video right now?

Video Marketing for your Health Clinic

CC: Sure, well, I think the first thing you want to probably say we are using the word orthopedic practice but if you’re a healthcare and let’s just say it’s interchangeable, but I’m going to keep using that word.

So they were on a level playing field. Essentially, what you’re kind of doing here is, is that in terms of video, you need to realize that each practice is unique.  So a lot of times it comes down to the quality of care, the quality of outcomes, the resources as the technology provided all that stuff. But at the end of the day if I tore my ACL I need my ACL fixed that. So one of the things that’s going to be really important is that you are not only your home page, but also your specialty pages really trying to display differentiation.

And so, we do this in a couple different ways. The first thing we want to be able to do a video is you need to know the way the audience thinks.

And what I mean by that is that there are different parts of your buyer’s journey, such as the beginning stages, you are in the awareness stage, and then later on, as the pain lingers on or you’re really in a spot where it’s critical, you’re in the decision level stage.

What we try to do from a video perspective is a video that’s neutral to each of those stages, but that explains how you’re different from other practices. Very simply – as simple as we can.

Use simple videos for your digital marketing – our attention span is only 7 seconds.

There’s this running joke that I tell our beat to death is that the average goldfish has an eight-second attention span and the average human has a Seven second attention span.

Essentially… we’re losing to gold fish.

So what that means is that it’s really important when they come to your website that you give them the information they need as quickly as possible, and in different formats, because some people are readers, some people are video watchers.

I personally am a video watcher, I don’t know what it is, but one of the other things that video gives you the power to do is, in my opinion, if you were to say what is in marketing is a race to emotion.

And earlier I can get you involved in that process, the more likely I’m going to get you to convert. So of course, they want to get their ACL fixed, that video is going to say, “Do you want to dance at your daughter’s wedding?”

It doesn’t matter why you’re here, what you want to be able to do is life beyond treatment.

So we try to create videos that are going to do that, but we use the technology in a really cool way as well. The first thing we do is we use a technology like this to find out how long videos should be. [14:23]

You’ll see that on the top right-hand side, you’ll see that this graph is dragging down to the right. Alright, you’ve seen the video over to the left. But through critical calls to action, whether it’s at the beginning of the video, the end of the video or even 15 seconds into the interview, I’m able to collect people’s information into our database, so we could drip market to them.

What’s really cool about this is I’m able to find out who’s watching my videos by name. So if you have these two case studies here you have Oliver, who watched 98% of the video.

Utilize drip marketing and remarketing to individuals based on how much of your video they watch

So if you’re going to talk about treatment options at the end of the video, Oliver knows the full story, now, 10 Bailey as you can see here an OR and she’s wrong a couple of times but he’s only watched 59% of the video.

So what our system will do is is that when Tim leaves the website, we’re going to be able to deliver emails about features and benefits and cost of progression in testimonials, things like that.

Yeah, there’s going to be this blanket statement. I do need to make early and so I do. You’ll get comments and crazy stuff, but I… Obviously, HIPAA does apply. So make sure that you’re getting counsel on how you communicate. We’re well versed in this but just know that we know, that heaters, not only to you but also to us as your agency, yes, is that an important thing to point out? You need to make sure that you are HIPAA-compliant with everything that you’re doing when it comes to collecting names and email addresses and re-marketing to them. But this is pretty incredible that you can even tailor that follow-up series based on how far they’ve watched that video.

CC: Look at kind of explain a little bit more on video.

So let’s say a patient is your site map in the buyer’s journey that I explained before using an ad, you’re going to have awareness, consideration, little content and decision level content.

We do something and lead core in which basically means we give visitors a certain level of points for every time that they come to our website, and they embrace it. Engage with marketing. So, what we’re able to do is we’re able to… We’re able to find ways where individuals come to our website and so they go to our hand and wrist page, assuming they’ve got a cookie on their computer, when they leave, the website and email automatically gets kicked out to them and that email we’ll have a video in it, that’s 30… 60 or 90 seconds long.

So what we’re trying to do is get video in the hands of as many people as possible, and if they haven’t gone deep enough into our website to get the critical assets, we create a system that if you’re not going to come down so we’re going to get it to you.

One other factor that I would say here is we also to try to develop these asset pages. [16:45]

What asset pages are, are all the most frequently asked questions or common objections about a certain treatment, area or something like that, but they’re all on one page. But what happens, this is the one they click on that answer that question we have a video that plays for them that is maybe 60 or 90 seconds long. What we’re doing is we’re giving them quick and simple information in a format that is digestible. Because it’s a video format I can use that asset on my website, I can use it in my social media, I can use it in my drip marketing, I can use it in apps, you name.

So the more video assets that I can create sort of the better scenario, that is a better outcome, I can have.

CM: And so, I’m going to stop you right there. So one thing that we hear time and time again, is to re-purpose content so video Chris is describing that video is such a great asset to have in your database because you can use it over and over again, you can use it on the website to answer question, social media, email marketing, and apps, really all of all of the different channels that you could be marketing on video fits in there. So thank you for bringing that up. Is so important to reiterate that don’t spend your energy trying to recreate something new for every single channel, you use the same thing that you’ve already created.

CC: That’s right, yeah.

I think one of the reasons why we always say that is because the research and the original writing is the most expensive part of the journey. So why do you keep repeating the most expensive parts when you’d rather be really solid on one critical area and then be in a scenario you’ve created great content that I can scale rather than just constantly… We use a phrase here we call “making the no nuts.

We were in a spot in 2015-2016 when the Google hadn’t totally grabbed a hold of quality versus quantity, we were at a spot as a company, we were putting out about a thousand content pieces a month.

And what I mean by that is that Don’t do what I did. My point is focus on great content.

CM: Okay, so were there any tactics that were expected to perform well or had a lot of hype but failed to take hold in 2018?

CC: Yeah, and nobody’s going to like this, but social media.

So if you were to check out some of the largest orthopedic brand in the States a ton of money goes into social media. [20:24]

This is a Forbes article and this talks about the… And if you’ll notice right here and he calls it the reach Apocalypse. A Jason was on to something. And it’s something that we’ve experienced essentially, what it means is, is that we go and we really try really, really hard to get Facebook likes or things like that, right?

The reality is, is that Facebook is a publicly traded company. And so let me read this one line here.

It says basically, organic reach. Which you’d think I’ve got a 1000 people to like my page everything I post a thousand people are going to see it. And you are in for a wild ride here. You would be lucky if it’s like 11% of the people seeing the content.

Organic Reach on Facebook Moves Inversely to Facebook’s Stock Price

I’ll read this. As organic reach dropped from approximately 12 to 6% (and now often at 1%) Facebook’s stock moved from nearly $50 to nearly $70, adding billions of dollars in marketing capitalization.

What does that mean? Facebook wins when they show your audience less of your materials.

The result  is go on Facebook, go on social media, we’ll get your content to your audience. You just have to pay them to do it.

So all these companies, all these practices go, we have to get really big and social media.

Well, for what? Unless you’re willing to pay for social media, you’re not going to see results. Now, you absolutely have to do it, but you do not bet the farm on it.

I’d much rather my double my energy on SEO, paper advertising, content marketing, establishing yourself as a thought leader, PR, all that stuff, rather than resting all my hopes and dreams on social media.

CM: It’s one of those things that you still have to be on social media, but just don’t think it’s going to change your practice.

CC: This is the approach that we use [23:22].

Alright, so we believe for all practices that you need to know who your buyers are inside and out – your ideal buyer patient personas, then you want to be able to do a thing we call usability conversion notes. It was all that heat mapping stuff didn’t show – How are your clients resonating?

SEO, content strategy, lead nurturing, which most practices do not have. And I can talk about that social media, but only if you were on the pay-to-play, then you still do it but you just don’t do it nearly as hard. Have a really firm grasp on your analytics and your data.

Some value –added services, I usually call this video, and pay per click advertising budget provides it, yes, what you’ll notice here, as I’ve mentioned, almost everything in the marketing circle, if you believe in silver bullet marketing that says, “You know what, I’m just one SEO campaign away from it,” you’re wrong, you need the whole thing.

So if you were to make a cake and you just… I don’t know, I’m not a baker .. focus on one ingredient, but everything else was horrible. It’s going to taste terrible.

Yes, but we do it all the time, in marketing, because it’s sort of a path of least resistance type of stuff.

Don’t rely on just one marketing effort to grow your orthopeadic practice

CM: Yeah, and you hear of that one case where just focusing on email marketing transformed the practice, that’s one case, it’s not everybody. So maybe you’re going to find that one email sequence or the one way that you can use email to really transform your practice and I do believe email can transform your practice, but at the same point, you’re going to have to do all this other digital marketing to see what combination works for you in your own business.

CC: I would I couldn’t see it any better.

CM: Okay, so what are the top three things that medical centers, orthopedic Centers, should be doing online to see return from their digital marketing?

I think you kind of just nailed it on the head with this description right here, but are there three bullet points, things that marketing team should be focusing on?

CC: Yes, I… Let me show one [25:35] and then I’ll talk about two.

Obviously with orthopedics, you’re going to have a wide net, right, you’re going to… Let’s say, daily, you have multiple specialties at your organization, so that’s hips and joints, and spines, and other stuff like that. You want to cast as wide a net, as many patients as possible it.

And as many patients as possible to your practice, but other things that you want to be able to do is you want to be able to find niches within or communities within your group and get really solid with those communities. So there’s one of the large orthopedic practices is low kid in Philadelphia, one of our clients, one of the things that they do is that they find these sub-groups of these niches and they communicate right to the heart of that niche. They’ll do that with a number of different things. What they do is they create marketing materials directly to that niche.

So, right, not only do that, they also so market to the influencers. Because in behind a man with the pain, there’s a wife who’s tired of her in about.

Narrow down your audience to niches and then work to build influencer relationships and created tailored messaging that fits their buyer journey

So what happens here is that what we try to do and we recommend you do, would you probably won’t because it takes time, is is that you literally sit down and you have a really hard… A really deep dive into who are your buyer personas? [27:01]

Left hand side, we want to ask were really great questions about who are it patient personas, and I want to be able to find out is how do the answers to these critical questions change from one patient persona to the next patient persona.

Because what you don’t want to do is have a one-size-fits-all marketing plan. If I have a torn ACL, I don’t want to hear about your spine center.

I start hearing about knee pain and my conversion rates are going to go way up.

We want to basically find niches in communities and we want to market to them about the things that matter to them, most rather than just blanket. Due statement marketing that we hope that resonates with all.

CM: So do you feel as though it’s best to take your time, just go through all of these different patient personas, and then choose the one that you feel is that lowest hanging create all the resources for that and then slowly create all the other resources. If you don’t have the time or the budget to have a team like yours jump in and create everything at once.

CC: Well, obviously, you want to make sure that your foundation is good. So I talked about the wide net. Don’t go in unless you have the wide net.

Let’s pretend like you do have the wide net, what I would probably try to do is try to find organizations that would fit multiple buyer personas.

And what I mean by that is, let’s say hypothetically, I’m just going to use a random scenario here. Say I want to market specifically to roofers with bad knees or climbing a ladder. It’s a tough job.

A lot of individuals who have torn their ACL or hurt their knee really bad they get treatment, from a Northrop practice. So, you’re communicating to roofers and you’ve got them for needs. What’s great about… Well, not great, but let me rephrase this a tendency that also happens, this is that once they get their new fix their hips next. Same with baby boomers. Same thing with student athletes, or athletes.

So that the… Yeah, so if I market to a niche of baseball players because I’ve got a really great shoulder department, that’s a really great idea.

CM: So what are the next two things that you recommend?

CC: Obviously, we talked about video. What I would recommend you do is have a really strong home page video, but the other videos that you do well, it might feel like you’ve really lowered the bar. I would rather have a lot of content, even shot with an iPhone right that is very authentic.

Then you saving up all year long to create a 1000 videos over and over and over again, so you can buy a 20 microphone from Amazon, you connect it with an iPad, your iPhone. What I even recommend again, is there’s 15 the disease gambles so you don’t have shaky hands-on I but what I do is, is that I would just have these candid interviews with doctors in your practice or physicians.

Start to talk about just issues better in relevant at the time or tendencies that they say, “You know what, let’s say Lindsay Vohn, she takes a nose dive at the Olympics, right?”

Get a doctor, and says, “You know what, looks like your knees really banged up it’s like, “Well let me tell you, this is something the tendencies that we see with skiers because your feet are clamped in it. torques and then it’s the first thing to give because it’s a, it’s a pliable it’s plantings, like that. go a long way in a in…

So we talked about buyer personas, know your ideas, we talked about video. And then the other thing I would probably say that you would need to do is that you want to be good at two forms of SEO.

One is local SEO with your pin packs and your maps and then the other one is more organic SEO, and let me give you a real quick, I’ll give you my hand pitch on SEO real quick. [32:11]

Alright, I usually… What happens here is that if I’m a knee specialist I need to be found locally with these local impacts, and then I also want to be found organically.

Understand the difference between Local SEO and Traditional SEO

Now what happens is is that there’s a different science for local SEO than there is for traditional SEO, so if you’re going to work with a vendor make sure that they know the difference.

Okay, so, so when I’m talking about… obviously you want to be in a scenario where you’re getting the best keywords.

These are the keywords that everybody wants. Everybody’s going to type in to find your services.

The problem is, is you’re probably not the only orthopedic practice in town and there’s also national providers or at least real providers that have much deeper pockets than you, so they’re going to try to gobble up the sky screeners. These are the really big key words, right?

Yes, so what we recommend is to try to get found on the first page of Google for a number of other keywords, keywords that have really high visibility but with less competition, and what we’re able to do is that you’re able to reach a tipping point.

So if I’ve gotten clients on the first page of Google for hundreds of keywords, I’m increasing what’s called my domain authority. And then once your domain authority, reaches a certain level, you’ve essentially to earn the right to be heard in the eyes of Google.

That means is you can actually go after some of these skyscrapers later on because you’ve sort of earn that klout.

Other things you need to know is if there’s algorithm changes, and if you cheat to try to get to the top, you’re going to wake up one day and you’re going to see something like this.

CM: Now, when you are focusing on as is this in addition to the site structure, are you creating content that’s tailored directly towards those long-tail keywords that aren’t those big skyscrapers, but kind of those lower-tier ones that’s right, some longer-tail keywords are sort of the smaller buildings.

CC: Yeah, I so what happens here is, is that when you start to go after a lot of keywords here, I blocked out the name of this client, but when they found us, I basically they were promised around a 25% increase in the number of keywords on the first page of Google.

We’re able to increase that to 247%. It translates to traffic.

Yeah, no work word. You do the better to where you do it. Basically, it works.

So, this organization just their blog alone, we were able to get them to increase in entrances by 856% or 63000 people were reading their blog to now over 607,000.

I might say, “Well how do I know that’s even quality traffic? Well, I increase their pages by 639%, so people were staying on online 700% or 600% longer. What we believe is the more educated consumer usually converts.

CM: Yes, now with this, I can hear a lot of Marketing Directors seeing these numbers and saying, “Oh my gosh, there’s no way that I can do that.” Can you give us a perspective of how many new pieces of content you created for this organization?

Utilize Editorial Calendars to remain Pro-Active rather than Re-Active with your Inbound Marketing Efforts

CC: Yeah, now this was over three year. The first year, I was the mill. We do about three blogs a week.  Those are all SEO optimized blogs, and stuff like that.

We write everything in collaborative documents.

Everything should be connected to an editorial calendar.

You would know, what’s going out in the next 30 days, 60 days, 90 days, a year or whatever it is. So you are proactive rather than reactive.

One of the major problems I see what practices they start out, they can get all fired up to get into marketing and then fires happen and then you look at their blog and it’s like the last blog was in 2017.

No, it just gets away from you. But if you live and die by an editorial calendar, you’re going to create content.

But what’s great about the content that you produce, is that a lot of companies will have technology that will allow you to optimize for a certain keyword and, you’re probably not going to have the in-house, but vendors basically marketing companies will say with technology like this that I’ll say, “you know what, before this contents even published Live to the web, I can see the rating here is poor. I can see that the readability is below the target, and just even the number of words on the page is less than the 840 where Target wooly using two out of the 20 keywords that need to be used.”

If I loaded this I published this piece of content I should have no hope that it’s going to be the competition, right? So this software is going to basically look at the top 10 results and it’s going to say, “You know what, you’re going to have to be critical adjustments.” It’s better to know this early rather then publish and pray.

CM: Yes, and that is one of the reasons why that editorial calendar is so important is that you can write that blog a month two months, however long before it needs to be published so that you have the time and you’re not feeling that “time Prince before you click Publish to actually look at these stats and everything, to say. Oh, you know what, if I just click publish, it’s not going to do anything for my business correct, yeah, right. So what is the top strategy that should be followed? But often, marketing teams get wrong?

CC: They try to do it all in-house.

Even if she’s working 180 hours a week, or is that possible at Ellen in A, the I alone the Lorimer is she doesn’t go home, she just works, right?

Yes, I can be able to be a specialist in SEO. It changes every day. She is not going to be a specialist in social media. It changes every hour. So what happens is, is that you need to make sure your marketing person is the quarterback who’s running a team of specialists and those specialists only focus on their area of expertise.

You can get a team-based system for the price of hiring one other employee.

If you imagine that Mary marketing is one employee and then the whole team is just another employee, the price you’re paying an initial team is about comparable to hiring a second employee, it’s scalable.

It’s profitable, and it’s fireable.

CM: Yeah, I oh yes, absolutely. shift the blame to someone else.

Oh goodness, let’s see… And I just have it just a couple more questions for you. You’ve shared so much valuable information for our listeners.

You founded Farotech and it’s now a top ranked inbound marketing agency. Do you want to just dive into your company and services a little bit, give a little pitch?

CC: I think the sales pitch that we would say is, is that we are truly partners. By being true than partners is if you’re looking at you, the company, you’re hiring to do your marketing as a vendor right, you’re always going to treat it like a vendor and the results are going to act like a vendor.

Now a partner is responsible for the things that you are responsible for. So if I’m the CMO and my job, my dependency is about getting appointments, making sure that critical physicians are seeing, you’re opening up a new practice, making sure that I have enough walk through traffic, digital traffic, whatever it is.

I want to make sure that as a partner that they’re on the line for the same things. And that is what we do and I, we sort of put ourselves in the line, we find out what matters to you most we bring strategy, we bring people but we bring accountability.

Yeah, and that’s the critical part for us is that our butts are on the line too and so if you’re going to walk out on the ledge we’re going to walk out there with… So you yeah, and so how do we plug ourselves? Would you really great work?

We obviously see we had really very results we work a really large brands, but we also work with some medium such brands as well.

But what’s exciting for us is just the transparency we have with our clients. It’s funny I got married and I had clients that weren’t even invited to the actual wedding come to the actual reception. I’ve got clients that call us and say, “Hey, what do we say about this particular treatment area?” We’re so ingrained that you know what I mean.

And so, then they do a critical they say they’re going to expand they come to us first, because not because we’re getting the commission, but they come to us first so they know what data they need to know before they make decisions, and that’s what I live. A good partnership looks like. And what I believe a good vendor looks like, and I think that’s what a good marketing company looks like.

One other thing is, is that I hire, I love the 99.9% of all my employees. I hire really great people that are passionate about their clients. That’s important because you’re going to spend, you spend most of your waking hours behind a desk, so right, so if you don’t love what you do don’t work here at Farotech and don’t work for my clients.

CM: Yeah, great, I love that. And then lastly, to wrap this up, are there any marketing strategies that your team is currently testing that you think other agencies might not be implementing for their clients?

CC: Yeah, one of the things that we’re trying to do right now is being a scenario where we’re doing a little bit more outbound email.

So here’s what happens. Let’s say, hypothetically, on your patient intake form they work for a really large provider, say a pharmaceutical company, right?

So oftentimes, we don’t go back and look at our database as the source or the well of where people are. And so what happens is I can go back and I make sure that I ask “Who is your employer?” And I also ask what your business title is. And the reason why I’m doing that is because if I know your employer and I’m able to get email addresses to your employers and do lunch and learns at your employers.

That’s a really good thing. So I want to be able to go to each of the large providers in my area and be that guy that practice, or that organization.

I want to be in a scenario where, let’s say, the medically, it’s a C-level executive, I can’t guarantee it. The people at the bottom of the totem pole are in the same place as the C-level executive is. So I want to know how quality is my list. And if their middle-of-the-road, or the title feels been on the road I freeze it.

Other things that it does is it says, you know what, if this guy went to my practice and his insurance basically he’s covered by his insurance at my practice basically his insurance is valid. I know that everybody else in that company.

That’s right, that’s right, and right. So I’ve been doing orthopedics for a long time, my wife has to drag me to go to the doctor’s office, drag me like literally, I know better. I know you have to figure that for every patient you have, there’s 10 patients that have nagging pain that are just like me, that just refuse to get there.

So if I’m going to get you a market and create really critical arguments for an idiot like me.

CM: Well Chris, thank you so much for your time, thank you for the valuable insights and information that you’ve been able to share. Are there any questions that you feel I should have asked that I didn’t?

CC: No, I think usually what happens is, is that the first question I get is, “How long does it take?

It really depends on how much do you want it? If you’re willing to put it in the hard work, and get your foundation straight and get your blogging straight and consistently stay proactive not reactive, and you can see how your results work by the 90-day mark, and you can know how it should progress.

If you are sitting in the dark, if you are not in a scenario where if you’re a reactive marketer we’ll never know when this is going to pay off.

Get that editorial calendar, get focused, work hard, and know what the next 90 days, six months, one year.

CM: Thank you again, Chris, it’s been such a pleasure having you on the show, thank you, I appreciate it. It was wonderful, it was a wonderful experience for me to know right I so thank you again to Chris with barite for joining us today it was such a pleasure hearing about his expertise and about some of those tactics that you should be implementing for your own health center.

So again, my name is Caitlin McDonald, and please tune in for a next episode of The Social speak podcast.

For years, businesses, small and big, have been using social media contests to capture the attention of their audience and engage their customers. When done properly and effectively, social media contests can bring a number of benefits to your brand.

Here are 4 reasons why contests should be a part of your
marketing strategy.

Give people a reason to follow your brand

Most brands would share interesting and informative content in the hopes of capturing the attention of their audience. But despite their efforts, many of them are having a hard time standing out from the competition. If you want to have more followers and expand your reach, consider hosting a contest on social media.

When running a contest, most brands would ask people to like their social media accounts and share their content. Knowing that they’ll get an opportunity to win something, most people would gladly do as they are asked. This is a win-win for both the brand and consumers. You get the opportunity to reach more people while they get the chance to win something – a gift, a discount voucher, a gift certificate or a free period of service.

Improve brand awareness

Most people aren’t aware that your business exists until they hear it from their family and friends. With social media contests, people are often urged to do just that.

Regardless of how well established your brand is, contests can be a simple yet effective way to improve brand awareness.

Collect data

Often, people are hesitant to share their information for the fear of identity theft. Social media contests provide an easy way to grow your email list and collect data. People will be more willing to provide you with their personal information, knowing that they get something in return.

You can ask people to leave their name, contact number, and email address to enter the contest. Also, think of the type of information you need for your future marketing campaigns. Want to know how many of them went to the local university? How many of them have kids? Now is your chance to find out.

Increase engagement

Contests are one of the best ways to boost your engagement. When you host a social media contest, your post is likely to get a lot of likes, shares, and comments.

More than the number of fans and followers, engagement is the most important element in social media. The engagement rate represents the number of people who are talking about your brand. The higher the engagement rate is, the higher the reach rate. That means, your content will be viewed by a wider audience.

Why is it a good idea:

Holding contests and campaigns

on social media is more popular than ever, and we don’t see that changing anytime soon. Any company can give out free gift cards or electronics, so that really is not enough to hold the attention of social media users anymore. What is taking your contest to the next level? If you are running a contest, you must make sure your contest stands out from the rest.

As we know, consumers are constantly interacting with social media on their mobile phones. This means it is vital to take advantage of location. Urge users to check-in on social media when they are interacting with your company’s physical location. Offer some sort of incentive such as a discount, a charitable donation, a few points in a contest, etc. Getting social media users to check in not only allows you to generate more traffic but also creates a deeper user interaction (physical and digital).

Do your users have a reason to keep coming back to your page? Include your fans and contest participants in every possible step of the contest. Brands often do this by allowing the fans to vote on a winner, respond to a question, or answer a poll. Get creative here and choose what seems most relevant to your brand and product.

Although your contest is Facebook based, ask yourself if other social media platforms would enhance your contest. For example, say you are the marketer for a line of gluten-free butter and your Facebook contest asked users to post pictures and recipes of things they made with your butter. In this case, it would make sense to start a Pinterest board, displaying the recipes.  Using more than one social media platform can allow you to reach a larger audience. The key here is to make sure your second social media platform is relevant to your contest.

The general goal of Facebook contests is to allow users to interact with your brand. Anybody can make a Facebook contest, but your goal is to expand that user interaction as far as possible. Think of ways to take your contests to other social media platforms, physical locations, and beyond.

boosted posts vs. facebook ads

Scratching your head about whether to ‘boost’ a post on Facebook or to utilize the power of Facebook ads?  Boosting a post is sometimes ‘simple’ but not always the best answer to get to the folks that really matter to your brand!  Remember, Facebook is not a spray and pray proposition. Getting into the newsfeeds is getting harder and harder for ranking capability.  Soooo…get ready to dig into your pocketbook, whether boosting or using Facebook ads.

Boosting a post on Facebook, let’s face it, is easy-peasy, as opposed to going behind the scenes and utilizing the awesome tools on Facebook Manager. All you have to do is hit the ‘boost post’ button and off you go, right?  WRONG. Hang on ‘pardner…

In the past, boosting did not have many of the attributes that Facebook Ads Manager had, but now the Boost post button might not be such a bad strategy after all.  You can now actually re-target and optimize your boosts to actually drive traffic for developing your brand followers!  

There are some key factors that come into play when boosting your posts.  You must consider:

  1. What is the goal for the boost?
  2. DO NOT boost a post that does not benefit you, such as a resource post that does not lead back to your website, as an example.
  3. Again, boosting is not a ‘spray and pray’ proposition.  Make sure that you are targeting your demographic for the post.
  4. It’s all about the Facebook Pixel!!!!  In order to get the best traction, make sure that you have installed the Facebook Pixel (it’s FREE) on your website so you can get your tracking enabled.

So why is Facebook Manager a greater preference for ads?  Let’s be frank, candid and honest…Facebook Ads Manager does have a learning curve…no doubt…but it does have the ability for in-depth targeting, which is a HUGE coup! AND AND AND…if you are an organizational freak, the only way to keep completely organized with your ad spend is to create campaigns within Facebook Ads Manager.  You don’t have that ability with boosting posts.

For example, if you want to stay organized on Ads Manager for ‘campaigns,’ you can organize your campaigns strategically:

  • App installs
  • Engagement
  • Brand Awareness
  • Reach
  • Traffic
  • Video Views
  • LeadGen
  • Messages
  • Conversions
  • Product Catalog Sales
  • Store Visits

If you are merely ‘boosting’ a post, you do not have the ability to categorize your ‘boosted posts’ into strategic campaigns on Facebook to examine analytics per campaign goals.

So, to wrap it up quick and easy…boosted posts will help you develop a fan base and reach, and ads can actually help you transition your brand’s presence into tangible brand outcomes!

Stay tuned for more info…lots to share!

Facebook and Marketing

We’ve all heard that we need to have a presence on Facebook for our businesses, but what does it actually look like? Over the years, Facebook has turned from a free marketing platform that was easy to grow to, to one where only about 16% of your Likes will see any give post.

Recently, we’ve seen a lot of businesses turn away from even wanting to market on Facebook, but it still is an essential network for your business big or small. In this blog, I’m going to take a look at the important steps to build a viable Facebook marketing strategy, dos and don’ts of Facebook for business, and little-known tips to make sure your business sees a return on your investment in Facebook marketing.

Building your Facebook Strategy

Facebook, just like any modern marketing avenues, is much more than just sharing a piece of content. Our tribes are composed of smart individuals who no longer want to be told what to do, but appreciate brands that help them to discover new, meaningful things. Facebook, luckily, is the perfect avenue to increase our presence and set ourselves apart from competition.

Step 1: Complete your Business Page Profile

Your profile picture, cover photo (or cover video), and about section of your business profile create the first impression your business gives to your Tribe on Facebook. It is very important that these elements are all completed mindfully, rather than just putting up the first thing you see or think of.

Let’s start with your profile picture.

Your business profile picture should be an easily recognizable image that conveys who you are  as a brand or company. Many solopreneurs, freelancers, or businesses with an individual as the face of the company should and can get away with using your headshot as the profile picture. On the other hand, businesses that have a brand identity should use their business logo as the main profile image. The Facebook Profile picture is the thumbnail image that appears next to all of your social media posts, comments, and messages, so it is important to take your time and choose this image wisely.

A little later in this post, I’ve included an infographic from TechWyse with the  exact dimensions of each type of image you can use on Facebook so you can be sure your pictures always appear crisp and clean. A profile picture should be 170px by 170px.

Next we have your Cover Image.

Facebook just recently changed the cover image so you now can also include Videos! This exciting change can really help your Facebook Business Page stand out among competition. Your cover image is prime real estate on your Facebook page. It is wonderful space to highlight a marketing campaign, seasonal offering, or exciting news for your brand.

In this image or video, you can include a call to action, and even entice individuals to use the buttons directly below the image to Contact you, Claim an Offer and more!

Businesses that coordinate their cover image, profile picture, and pinned or promoted posts see a much greater return from their Facebook pages than those who don’t.

BIMS-cover-photo

Your About Section

All too often, we see businesses with incomplete About sections that link to old websites and don’t fully explain their business service offerings or their brand promise. The good news is, once you have this written correctly the first time, you can reuse it or similar content for other social media networks.

A preview of your About section appears below your profile picture, so it is important to make sure this information is relevant accurately conveys your brand. Companies with ill-planned About Sections on Facebook are doing themselves a disservice. Try playing around with the language you use and measure the responses to those changes.

In your About section of your Facebook Business Page, be sure to describe your business, use keywords, and include a call to action to get people liking your page or heading to your website.

Three steps to creating a income-generating Facebook marketing strategy #FacebookMarketing #TheBIMSTeamClick To Tweet

Step 2: Posting to your Facebook Business Page

As you begin posting to your Facebook Business Page, it is important that you follow a strategy to remain on point and brand. It always surprises me when some business owners still want to post only about their business. The truth of the matter is that 80% of your Facebook posts should be about something other than linking directly back to your website. The other 20% can be blogs, promotions, and information about your company and business.

By sharing information that is not directly linking back to your website, you are helping to show your authority in your niche. You are sharing resources that your market can benefit from, quotes and images that can engage your tribe, and more generally, information that will interest your followers.

When you are posting, think about:

  • What other businesses are in your space
  • The information that will appeal to your market
  • Things you are passionate about in your business
  • Other influencers with whom you could engage

Then, create a plan for how you will share your content. Make sure you include:

  • Videos
  • Images
  • Tips
  • Quotes
  • Questions
  • Calls to Action
  • Throw back posts
  • Educational Articles
  • Your blog posts

Lastly, use this infographic to make sure all of your images display properly in your Facebook Business Page posts.

Facebook Cheat Sheet | Facebook Image Sizes | Image sizes for Facebook Marketing | Facebook business page image sizes | Guide to Facebook Marketing | Facebook for business | Facebook tips

Step 3: Growing your Likes and Engagement on your Facebook Business Page

It is great that you are now posting on your Facebook business page and following a strategy, but how do you actually grow your Likes and Engagement? These tips will help you to make sure that your business is on its way to a profitable Facebook presence.

Invite your Email List and Personal Friends to Like your Business Page

Many business owners with whom we work are nervous about sending an email to their email list or inviting their personal friends to Like their business page. You’ll be surprised, however, to see how many people respond to your request! As someone who often keeps my personal life and business life separate, I forget that many of my personal connections may actually be interested in learning more about digital marketing or may be starting their own business.

Facebook makes it very easy to invite people to Like your page. If you go to your Page and scroll down, on the right side of the screen you will see a box that says “Community”. In this box, there is an option to “Invite your friends to like this Page.”

community-box-on-Facebook (1)

When you click this link, Facebook will prompt you to select the friends you would like to invite to Like your Facebook page.

With your email list, I recommend sending an email rather than utilizing Facebook. In the email you can explain some of the perks of Liking the Facebook page and what people can expect from following your account.

Share your posts to your personal profile

Another way to increase your page Likes and to gain more engagement is by sharing your business posts to your personal profile. While I don’t recommend sharing every post, consider sharing your blog posts, videos, and images that represent your brand and personal values. These posts won’t come across as you trying to sell to your personal relations, but that your goal is to better educate them on what you do and your industry.

If you work with a team, you can even ask your employees and contractors to Like, Comment, and Share posts that relate to them, as well.

Boost Posts and Run Facebook Ads

I won’t go into much detail here, as this would create another LONG blog post, but using Facebook ads and boosting your Facebook posts is a great way to increase engagement. Here I recommend playing around with boosting the post to:

  • Your current page Likes
  • A custom audience made of your email list
  • Specific targeting of your tribe’s demographics.

Facebook’s targeting options are incredibly advanced, so just like with any sort of marketing, I recommend testing very specific niche’s rather than typing in everything demographic or psychographic identifier you can think of. This way, over time you will be able to more easily tell which interests or job titles, for example, lead to the highest number of new likes, follows, shares, and comments.

Post share-worthy content

Of course this needs to be listed. I’ll go into more detail below, but one of the most important pieces of your strategy to gain traction on Facebook is to post content that people want to read and share. This means that in addition to finding other articles and resources, you need to be making these for your own website, too. Take your time and really come up with pieces of content that will WOW your tribe!

Not sure how to create a content calendar for your business? Take a look at our Free Master Class on Finding Topics your Tribe will Love!

Dos and Don’ts of your Facebook Marketing Strategy

Your Facebook Marketing strategy needs to change as Facebook makes changes to it’s algorithms and adds new features for business owners to take advantage of. Regardless of the nuances of Facebook’s algorithms, there are some items that you need to be sure to include in your Facebook marketing strategy. Above, I reviewed some of the steps to create a Facebook marketing strategy for your business, but here I will be highlighting those items you must include and the common pitfalls of business owners as they jump into Facebook marketing.

DO: Plan your posts ahead. Just as with other marketing strategies, you never want to be stuck wondering what you will post the day something needs to go out. It is better to plan ahead, even if it is for the entire month, rather than coming up with posts on the fly. This way, you will be sure your Facebook posts align with promotions, holidays, and other important events in your business. One way to do this is by using this free editorial calendar to manage your calendar!

DO: Use Facebook’s scheduling feature. I absolutely swear by tools like Buffer.com and Hootsuite.com for scheduling social media posts, but on Facebook, it is more advantageous to schedule your posts out directly through their publishing tool rather than a third party. Yes, you can still incorporate some posts scheduled with Buffer, but a majority of your posts, especially those specifically about your business or from your blog, should be published directly through Facebook. Why? These posts have been proven to reach a wider audience than those that are scheduled through a third party.

To schedule a post on Facebook, write the post as you normally would, but rather than clicking “Publish”, select the drop down carrot to its right and select “Schedule”. One perk of doing this is you can play around with the different types of posts you use from multiple images to galleries, slideshows, and carousels.

DON’T: Only post links to your own content. Talk about boring, right? Our tribes are too smart to follow businesses on Facebook that only talk about themselves. Marketing is no longer a one-way street. It is about building a community around your brand. And to build a community, you need to set the example by listening and sharing rather than just pushing information.

DO: Include images, text, and video in your posts. The more diverse your posts, the more likely you are to capture your audience’s attention. You can use Facebook’s slideshow creator to build short videos with music and captions for your Facebook posts if you don’t have software on your computer to create your own from scratch.

Better yet, try a Facebook Live event and put yourself out there as the face of your brand every week as a way to engage your audience in a whole new way!

DO: Collaborate with other businesses on Facebook. Start reaching out to businesses that are similar to yours or who work with the same individuals you do. By commenting, sharing, and collaborating with them, you are introducing yourself to their audience and helping to boost both of your businesses in the process.

DON’T: Overlook the importance of setting goals. When we set  goals for our business, we have a very clear sense of how to understand what is working and what is not working with our strategy. It allows us to aim for something rather than just taking successes and failures in step.

DON’T: Forget to measure your results. You can’t set goals without the following step of measuring your results! Luckily there are incredible, and free, tracking services available for you online. The top ones we use are Google Analytics, Facebook Insights, and Pinterest Insights. The rational here is to see how your efforts have effected your movement towards achieving your marketing (and Facebook) goals.

DON’T: Just post the article title as your post. Say something meaningful about what readers will find if they click the link or take a quote from the article that highlights your main takeaway. Though titles should be descriptive, the same content will appear directly below your post in the link display.

DO: Test the effectiveness of Albums, Slideshows, Carousels, and single Thumbnail images if you are linking to something with many images. Each of these different types of posts will lead to a different response from your followers. We have a photographer, for example, who posts a link with a thumbnail when she first edits a wedding album and creates a blog post as a first peak. Then, she creates a slideshow to reengage the couple and their networks once all of her edits are complete and the couple has access to the images.

Dos-and-donts-of-facebook-marketing-687x1030

 

Little-known tips to make sure your business sees a return on your investment in Facebook marketing

Facebook is always changing, so it is necessary to take a look at some of the lesser-known strategies on Facebook that maybe you haven’t considered for your business. Some of the strategies below are ones you have seen others implement, while others may be brand new!

Facebook Groups for you Clients and Prospecting

Most users on Facebook are a part of numerous Facebook Groups. These groups are great for your business for a few different reasons. One point to emphasize here is that the groups run through your personal profile rather than your business page. Make sure your personal profile on Facebook links to your business page, is branded with a professional picture, and has the proper security settings.

  1. Joining other groups in your niche provide an avenue to position yourself as an expert and to meet new prospects for your business. I recommend finding 1-3 groups that are active on Facebook and seeing if you can share information that the members will benefit from. Many groups have guidelines about selling to members, but providing valuable information is always appreciated.
  2. Creating a Facebook group or groups for your clients. This can be a great add-on to your services or courses that you run online. Because only paying customers have access to the group(s), you will be more motivated to participate and engage.
  3. Think twice about creating a group for your email list. Recently, many very successful Facebook group managers have been shutting down their ‘public’ Facebook groups. They find themselves spread too thin to really focus on the public group and the specific groups for their clients. I recommend starting small and being engaged with your paying customers rather than trying to create a huge group to prospect from.

Create Custom Audiences when your run Facebook Ads and Segment!

Running ads on Facebook can transform your business or they can be a waste of money. One of the most successful ways to see an ROI from your Facebook ads is by being very niche focused and targeting specific people. By this I mean:

  • Upload your email list and promote posts or specials directly to the list
  • Add a PIXEL to your website and integrate retargeting to your website visitors. You can set the campaigns up to only target people who are been to specific pages on your website. For example, you can show ads only to people who viewed a specific landing page or who downloaded an ebook.
  • Use look-alike audiences to find other individuals who are similar to the people who have responded to your ads.

When you create the audiences and run the Facebook ads, make sure your offer, image, and landing page all are in alignment. Your tribe will pick up if things seem disjoint or like you are targeting too wide of a net.

Add a Video to your Facebook Page Cover Image

This new feature can transform your engagement on your Facebook business page. Guidelines for Facebook Cover Videos are below:

  • Video Dimensions: 820 x 312 pixels
  • Length: 20-90 seconds and can look
  • Sound: Though you can include sound, Facebook automatically mutes the video for user experience

So, what should you do now that you can have a video as your Facebook Cover? Try creating a slideshow video or a quick iphone video that captures your brand. This can be simple to start, but the movement when someone first goes to your business page is sure to keep folks on the page for longer and be more engaging. You can also test out interview style videos or webinar style videos are your cover video.

Wait to Boost a Post

As you can tell, I am all for businesses using Facebook ads to increase the engagement on posts and the traffic to your blog or landing pages. When you plan to boost a  post, hold off on pressing the  Boost button until the post has had a chance to gain organic exposure first. This organic exposure can really help with gaining more traction and keep your costs  down.

Test out Lead Ads

These ads are incredible! If you have a content upgrade on your site or can automatically register people to a webinar, the Lead Ads may work well for your business. Basically, when you create the ad, you also create a form. The form can then be set up to capture someones name, email, and other information. When a user fills out their information, they will be redirected to a page of your choice. For example, you can direct someone to the ebook download page on your site, or to a webinar sign up thank you page. These ads can also be to build your email list.

We’ve found these ads to have a much lower cost per conversion than a lot of other marketing efforts.Get-quote-by-landrover-ad

 

Schedule your Facebook Posts

Now you shouldn’t always schedule your Facebook posts,  but if you are like most business owners, you are pulled in many directions and hoping on Facebook every day may not be realistic. I  recommend using Facebook’s scheduling functionality for most of your Facebook posts as a way to batch your efforts. Take one day a month and find all the relevant articles, make all of your custom images, and schedule your promotions to be published in advance. Then, as you write blog posts over the course of the month and have other items to share on a daily basis, you can log in and specifically share that content.

We used to always use Buffer for scheduling content for clients, but have found a higher level of engagement when posts are created directly through Facebook.

Add a Call to Action Button to your Page

This is fairly easy to implement! Most of the time we see our clients create their CTA when they first set up their business page. If you haven’t already, however, go to your Facebook business page and click the blue button that states “Add a Button”. Here you can select your CTA and a landing page for any user who clicks the button. Tracking is available through Facebook Insights.

Use fb.com as a URL shortener rather than typing facebook.com

Surprise! fb.com is a URL shortener for all facebook.com addresses.

Use FB.com as a link shortener for your #Facebook Page in your Digital Marketing

Facebook live has become increasingly popular with businesses, organizations and the general public. It allows you to stream and share live videos with your fans and followers. It has opened a whole world of opportunities for businesses from around the world.

Facebook live in more than just broadcasting a brief episode on Facebook. It can add a personality to your brand and really work to broaden the sincerity and breadth to your business on Facebook.

What topics can you discuss on Facebook Live?

Whether you are camera shy, feel like you don’t have anything to put out there, or are just dragging your feet, I highly recommend jumping onto Facebook live. This list should help you feel more empowered to find a topic to discuss live!

  1. Hot topics in your business or industry
  2. Q&A or review the FAQ on your website in a video
  3. Breaking news
  4. Conduct an interview
  5. Are you a performer? Perform!
  6. Give a behind the scenes look at your profession
  7. Record a demo or tutorial and teach your fans.

What topics have you found to get a lot of response from your viewers?

Now that you have decided on a topic, there are some tips to help you get the most views and engagement.

6 Tips for Better Facebook Live Engagement

  1. Tell fans you are broadcasting
  2. Make sure you have a strong internet connection
  3. Add a description to your live before you actually click to go live on Facebook
  4. Take the time to say hello to your live viewers and respond to their comments in real-time
  5. Don’t always keep it short – longer broadcasts pick up more viewers
  6. Use a closing line to signal the end of a broadcast

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Here are 4 ways your business can capitalize on Facebook live.

Real time engagement

One of the biggest benefits of using Facebook live is that you get to engage with your audience real time. You can see how many people are watching your video, ask for their opinion, and determine whether or not your content is working. Because of the real time connection with the audience, studies suggest that Facebook live gets 10 times more comments than other contents.

Most business use social media to interact with their audience. You can take it to the next level by using Facebook live. We’ve seen a lot of business use this to conduct Q&A sessions. People can ask whatever they want. Since this is a live version, they can get an answer to their questions in an instant.

It is more convenient

Business owners have a lot on their plate. Sometimes, creating new content can be time consuming. If you want to increase engagement without spending too much time creating new content, Facebook live is the way to.

You can conduct a Q&A session without all the big production behind the content. Live streaming also provides an easy way to disseminate information to your fans and followers. It’s a lot easier than writing a blog post or newsletters.

Create better relationship with your audience

Live videos are spontaneous. They are not rehearsed. There are no cuts. There are no edits. People want authenticity. It’s the total transparency that draws people in. Through these videos, they get to see the people behind the company and interact with them directly. It humanizes your brand and creates a new level of trust. It also provides a more intimate level of engagement.

Reach more people

People have a very short attention span. They prefer to watch a 1-minute video than to read a 1,000 word blog post. Considering that there are more than one hundred million active users on Facebook, you are likely to reach more people with Facebook live. What’s great about live streaming is that it people can watch the video even after it has ended. That means you can engage new audience.

 

 

Most business owners use social media to connect with current and potential customers. After all, it’s free, and people are already using it. So why not take advantage of it, right? But with so many businesses vying for people’s attention, posting updates every now and then is no longer enough to maintain an active Facebook page.

Making small changes on what and how you post can help boost your page engagement.

Here are 4 ways to skyrocket your Facebook engagement.

Share something funny

People use social media for entertainment. Many of them would log in to their social media accounts during their lunch break or after office to de-stress. Sharing something funny with your Facebook fans will help lighten up their mood. Go ahead and give people a good giggle.

Boost your best posts

So you have just recently published a new blog post. You share it on Facebook to spark some engagement and drive traffic to your website. Sure, it will work. But if you’re looking to reach a wide range of audience, then we suggest that you boost that post.  You don’t need to spend a huge sum of money in order to get that post in front of your target audience. Just give it a modest boost of $25, target your audience and you’ll see a tremendous increase in likes, comments and shares. Plus, traffic to your blog or website will also increase.

Timing is essential

More than half of the American adult population are active on Facebook. Given the number of people that post every minute, your posts would be buried in a very short span of time. As such, you want to make sure you that you post when your fans are online. There are several online tools that allow you to schedule your post, so you don’t have to wait for a specific time before posting something on your page.

Ask a question

One of the easiest ways to start a conversation with your fans is to ask them a question. If you own a restaurant, you can ask them what food they usually order when they visit your place. Another option would be to ask what they want you to add on your menu. Find a way to leverage in people’s needs or interest.

tips-to-create-an-effective-facebook-ad-campaignFacebook is one of the best places to find qualified leads. With over 1.5 billion monthly active users, there is no doubt that Facebook ads can help you achieve your goals.

How do you ensure that your Facebook Ads make the biggest impact? Here are some tips.

Set goals

Take a moment to determine what your goal is before creating a Facebook Ad campaign. What do you want to get out of it? Are you looking to reach people near your business? Do you want to increase traffic to your website? Or do you wish to increase conversion rate? Once you have set your goal, it will be easier for you to determine your budget.

Take advantage of advanced targeting options

For your ads to be effective, you need to make sure that it targets a specific group of people. Facebook’s demographic and segmentation tools allow you to reach the people who matter most to your business. By selecting well targeted audience, you’ll have a good chance of reaching your goals without having to spend a lot of money.

Add images to your ad

Pictures are vital for capturing the attention of your target audience. If you want to get your ads clicked, choose an image that stands out.

Businesses, big and small, spend their time, money and effort just to reach their target audience. With so many people posting on Facebook every minute, there’s a good chance that your ads won’t get noticed. You need to grab user’s attention so that they read your ad. An eye-catching image can help you do that. The more interesting and eye-catching the image is, the more likely will people notice it.

Use call to actions

A call to action may not help in making your ad more engaging or increasing your click-through rate. So, why is it important?

When you add a call to action to your ad, people will know immediately what you want them to do. As such, they are likely to proceed with the desired action after clicking on your ad. This improves your conversion rate and decreases your cost per conversion.