Is Facebook a grocery store or a farmer’s field?
A shop to pick and collect customers or a place to nurture budding plants?
Your fans are a lot more meh about you than you think or want.
If you want ‘now’ customers, then go to Google, target purchasing intent, and drive traffic to your website. Thank you very much. OR…
…play the longer payoff, discovery, strategic ‘care and nurturing‘ game.
Is it sales today and sales tomorrow? Yes!
The not so secret social secret is Facebook (and all social) is not the place for harvesting customers – not in the Google-I’ll-target-intent-via-keywords sort of way. Nope. Facebook is a discovery platform. Because it is discovery and you are interrupting people in the middle of being distracted you must first build relationships before asking for the sale.
Yep, relationships. Discovery versus, intent.
Because people gotta trust ya before they buy from ya.
Worse, the higher the price the more people gotta trust ya.
Build a Bridge of Trust – to the Inner Circle
People must ‘know you, like you and trust you, before they buy from you”
Business is all about the trust. You’ll never get sales from Facebook unless Fans trust you.
As crazy as it sound Fans and Followers have Zero trust in you. Social media followers are the furthest away, coldest, least trusting audience in your ‘sphere of influence’.
- Social Follower = no trust in you
- Visitor from Search = slightly more trust than social
- Content Audience (repeat reader of your blog) = know and like you
- Email Audience = you have been invited into the inbox, audience is trusting
- Customer = You’re doing it right.
- Repeat Customer = the holy grail of trust
The distance between a Facebook Fan and a customer is one ginormous chasm of trust.
The question therefore, is how does one bridge this trust gap with fans and follower?
What should you do?
5 Steps to build your Bridge of Trust
…Facebook Ads Rarely work unless your targeting is spot on and you target a warm market (fans, recent visitors to your website, or e-mail subscribers) – Andrea Vahl
The easiest way to build Trust is with email. Yes email. Yes, we are discussing Facebook and trust and email.
Notice the green email audience in the circle of trust? Green is next to the orange. When a person gives over their email they trust you more than a Facebook fan.
The easiest way into a persons inbox is to offer an irresistible bribe in exchange for email address.
Is email not dead? Nope email marketing is very alive and very profitable. But why use email?
Email is 40x more effective for acquiring sales than Facebook and Twitter combined. 91% of all US consumers use email daily. Email users order 3x more often then social. And the order value via email is 17% higher than social.
Each on its own is reason enough to use email. Ignoring email marketing and you are leaving money on the table for your competitor to collect.
This Irresistible bribe, a Gold Ticket to the inbox, is you giving a high value goodies to your fans and they invite you into their Inbox. Simple!
The simple 5 step Facebook Marketing Funnel:
Step 1) Offer fans a ‘bribe’, an Irresistible Lead Magnet, in exchange for an email address
Step 2) Use Facebook Ads and Offers and Promote your bribe to your Fans (and non fans)
Step 3) Email Marketing – Foster relationships, and build trust around helpful, useful, valuable content.
Step 4) Make your offer
Step 5) Wash. Rinse. Repeat
I’ve used this exact funnel to earn a 6 figure income in my first 2 days of my launch. Well that never happened.
However, I am converting non fans into fans; and fans into leads; and leads into sales. This is trust building, not magic. And trust building takes time and effort.
Maybe you are asking why not just hammer fans and non fans with ads. Nothing wrong really. Asking cold audiences for a sale is like cold calling people or door to doors sales. Yes, those tactic do work, sometimes, but, my broken watch is accurate twice a day and right twice a day makes me late always.
1) Your Bridge to Profits Starts with Your Irresistible Lead Magnet
“A newsletter is access to someone’s inbox. Treat the inbox like a Golden Ticket”– Chris Brogan
Yes, it’s a bribe, but, but not a ‘I tricked you’.
At face value when you exchange a high value giveaway for a name and email address you create a market. One step deeper and this bribe positions you as an authority in your field; (and the best reason of all) it starts the reciprocity cycle — give great value, gain respect, affinity, and build trust with your fans.
Win, Win, and bigger Win.
Irresistible Lead Magnet can be anything your ideal client values. A coupon code, a check list, an eBook, quick start guide, video series.
Imperative to align your Irresistible Lead Magnet with your end product or service. This step sounds obvious, but, many business owners miss this entirety. But, not you. Not now.
Here are a few examples of Irresistible Lead Magnet:
A General building Contractor uses an ebooks:
- “10 Question to ask your General Contractor before they Quote for work and 3 question you should never ask”
- “My Top 10 House Maintenance Tasks Costing you €1000’s a Year – And a Cheat sheet for HIM to follow”
A Website designer could use these:
- “Here are the 5 Goals you Question you Must answer before Signing the Check – and Bonus cheat sheet”
- “A Cheat Sheet Guide On Building A Lead Generation Website”
A Interior designer — could create these as ‘bribes’
- “The 5 Rules Of Colour You Must Know Before Hiring A Interior Designer”
- “Why 1.618 Is The Golden Rule And How Your Interior Designer Will Smash It On Your New Room”
2) Promote Your Bribe with Ads and Offers
Promote your Irresistible Lead Magnet to fans and non fans. Use these four main types of ad objectives to promote your bribe to your audience.
Target people matching your ideal customers. Offer/advertise your bribe to both fans and not fans.
The General building Contractor would target – 35-60 year old, home owners, married, with 2-3 kids, who like home building or home renovating TV shows. (not a complete interest graph for targeting just back of the napkin stuff).
Still wrestling with your Facebook Ads? I can help.
3) Nurture (build Trust) with Useful, Valuable Content.
And so it begins. You got your Gold Ticket invite. Now what?
Now you chat, talk, and build a relationship with your subscribers using email.
4) Make Your Offer
The best digital marketing tools is also the most maligned and the least understood. Email Marketing isn’t dead. BAD email marketing is dead —CHRIS BROGAN
Do you hit your new subscriber with your ‘special offer’ on the first email? I would offer a tripwire/gateway product.
But, maybe and maybe not. All marketing is part art and part science. The squishy answer is you need to test. The goal with email marketing is to build a relationship with your subscribers so you can make the offer.
5) Wash. Rinse. Repeat.
Nothing about digital marketing (or marketing) is fixed in stone.
Pros are never satisfied. At every stage of your process can be improved. Never be satisfied with your results.
Wash, rinse, repeat is the metaphor for test, test and test some more.
Test everything you do. Your bribe. Your bribe copy. Your ad targeting, your ad copy, your imagery, your Facebook Posts, your email subject lines, your email delivery day, deliver frequency, the content of your email.
Everything can improve.
You get the idea. Test and improve.
Testing, however, is not a 52 card pickup game . Oh no. Use a control and a test. Change one element. Run the test and compare your results to your control. If your test gets better results than your control, your test is now your new control. Again, change one part. Run the test and compare your results to your control.
Profit Path 5 Steps to Turn Fan into Customers
Facebook is not your private advertising channel where you collect customers like it’s goods in store. Oh no.
Advertising on Facebook is not targeting keywords on Google. Selling, anywhere, requires warming up leads in steps. With each step building trust.
Accept you have a Grand Canyon ‘trust gap’ (Purple to Yellow circles), then build your bridge (with email) and nurture your (Purple) fans with content.
Your 5 Profit Path Steps
- Use an Irresistible Lead Magnet. Focus on getting opt-in to your bribe and moving fans onto your list
- Set up Facebook Ads and install the Facebook Pixel on your website to measure accurately the cost for each opt-in
- Use e-mail as a nurturing tool to build trust and sell your product
- Make offers via email
- Wash, Rinse, Repeat – view all your reports and monitor for which is part is your weakest link, and analyze which ads performs best and improve the others.
Putting it all into Practice
All this is effort and work and and and and more ands. Not every one of you is ready to up-level your marketing or your business.
Many of you are satisfied with the broken watch being accurate twice a day. But, not me.
Use Facebook and social differently and you will get different (profitable) results.