Marketing online is different than marketing in person. You don't have the opportunity to speak to someone face-to-face, which automatically warms up a relationship.
So you have to figure out how to warm up relationships in a different way....a digital way.
If you were at a party, you wouldn't walk up to someone you've never met and tell them about your latest offer, would you?
No! You wouldn't. You would start out with a hello, introduce yourself, and ask the other person what they do for a living or something else non-invasive, not super-personal.
With cold audiences online, you must walk through the same process of warming up to people with stories.
Digitally, the way you do this is by putting stories out in the form of social media or blog content. If you have your Facebook tracking codes, or pixels, in place, you can create baskets of the people, called custom audiences, who interact with...
First of all, it's the fastest and least expensive way to grow a digital following. Social media is usually the first digital introduction into your business. Once you build a following, if you install tracking and use email marketing software, you can re-target ads to your blog visitors and track who opens your emails and clicks on your links.
It's important to start with stories about why you do what you do.
According to Google, "A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand (or business, if you prefer). Unlike traditional advertising, which is about showing and telling about your brand, a story must inspire an emotional reaction."
Just saying you're passionate about your business is not enough. Ask yourself, "What happened to make you start your business?" Was there a defining moment...
When you hire a designer to put your website together or do it yourself, you should take these things into consideration before jumping in. The clearer you are in communicating with your designer and/or planning your site ahead of time, the more time and money you will save.
A blog, or weblog, is a log of content updates on a website. Modern blogs are like online diaries of information that a person or business posts to their website. Before blogs came about in the late 1990’s, conversation threads on the Internet were how people posted new information on various topics. Those conversation threads are more like online forums today, while blogs are relegated to individual websites.
A blog page is the page of a website that gets updated with new posts to keep content relevant and fresh. Content marketing is today’s way of grabbing the attention of your readers, ideal audience, and business prospects. When you hear people talk about staying relevant in order to maintain or increase your search ranking on Google or other search site (SEO), your blog is what that refers to.
How you structure your blog page is a combination of preference and objective. You should ask yourself why you want someone...
You probably think your Work with Me page is your sales page. It is, and it isn’t.
It’s your sales page in disguise. When someone comes by your store, they are window shopping. They are admiring the beautiful shoes on display, the picture of a happy girl in her prom dress, or snow skis placed in front of a ski resort with beautiful mountain scenery.
They are not looking at all the DETAILS of the offer. They are looking at the OUTCOME of the offer.
A Work with Me page can include a program title or description that presents an incredible outcome. Show a picture of a newlywed couple that leads to a page of engagement rings, a video of a smiling family on vacation that leads to resort accommodations, or an image of a digital nomad working remotely that takes someone to a digital course.
This page gives someone a taste of the BENEFITS and VISION of the OUTCOME if someone works with you.
Whether you sell consulting services, digital...
Visitors want to see who is behind the information that they are consuming. It’s possible they came in because of a blog post you promoted on social media, or maybe you gave them your business card at an event. They could have found you in a Google search, too.
In general, people are curious about people, so that’s what this page is about. It brings out your story of why you started your business in the first place, how you can help with a particular problem, or why you’re an expert in what you do.
This page is NOT your resume. Park that on LinkedIn with your job history and volunteer work.
This page is about you to a certain extent, but it’s more about your potential clients or customers. Everything must be turned around to show how you are the right fit for the person learning about you.
Essentially, this is a sales page that sells you or your...
The history of websites comes from the early 1990’s when the Internet first began creeping into our computers. Everyone had to have one! Over time, it became necessary to be considered a legitimate business, but there was a huge problem. The Internet was a disorganized mess of information that was soon to get categorized and indexed by the likes of Lycos, Yahoo, and ultimately Bing and Google, the king of all search engines.
That’s where search engine optimization (SEO) comes into play. In order to be found online, and to not have to click through 40 pages of listings, we have to get savvy with SEO to a certain extent. Some will argue that today you really only need social media presence and some landing pages to get noticed.
I think we need both.
We do not own our social media channels, but we do own our websites. Imagine if you put all your business efforts into...
Facebook is the number one traffic source for generating leads into businesses today, and it's the only platform that allows you to pinpoint your targeting based on the demographics and psychographics of your ideal clients. That means that you can serve your ads to those who are most likely to consider your business when they are looking for solutions to problems or challenges.
Facebook ads are different from search ads, like on Google, in that the perfect personal profile of every person who has an account on Facebook (over a billion people in the world and over 250 million in the US) can be digitized and targeted. That means that ads will be served directly to those people you've profiled.
First of all, selecting demographics is the easiest part. Most companies know if they serve men or women and the...
If you have been on podcasts, done interviews, maybe even gotten a quote or mention in a magazine or on TV, all that is great! So how do you let people know about these things without having to toot your own horn all the time?
First of all, it helps to have a page on your website that displays all the things you've done. You can have a logo listing going across from left to right of various publications, and you can link to your articles or podcast episodes from them.
For example, I have been featured in Social Media Examiner and USA Weekly, among other places. My website shows these logos with links to the original source.
Not only can you display articles, podcasts, and interviews, consider displaying awards and achievements that you've earned, such as badges for programs you've completed. The following are my Blitz Metrics Pro Badges for...
Video is king on Facebook, but in-stream video advertising placement is the way to go to build thousands upon thousands of audience members with very little money. This is especially helpful when you are reaching out to cold audiences to build a re-targeting audience for your more valuable, larger content pieces.
The video must be between 5 and 15 seconds in length in order to qualify for in-stream. In-stream videos are mid-roll video ads that play during other pages' videos. They're like quick commercials.
In order to have your quick commercial play, you must choose in-stream videos as your placement options. This selection is found at the Ad Set level of your Ads Manager. Note, however, that Audience Network in-stream videos do not allow you to build audiences. Only in-stream videos on Facebook desktop and mobile allow you to build audiences, so if you...