Market Your Expertise Online

As a business owner do you often repeat information to your customers, clients, vendors, or referral partners that could be documented and used in a digital course?

Anything that is repetitive in your business can be outsourced. The same goes for information. Anything you teach or require from your clients can be documented in a step-by-step format that helps your clients progress, saves you and your clients time and money, and with the right marketing could bring you a healthy passive income stream.

If you find yourself repeating things that you consider pre-requisite knowledge before you can help your clients and partners achieve their goals, creating a course would give them the foundation they need to be able to work with you.

CLICK: Get notified of our free hot-seat coaching opportunities on Clubhouse.

What is a course and how should it be delivered?

A course is a direction or route to be taken to achieve an outcome. It can be delivered any way you want to deliver it:...

Communication Methods are Changing Due to Social Media and the Reality TV Generation

One thing that the Reality TV generation has influenced is how people communicate with each other. Abbreviated slang, such as LOL, ROFL, or TBH began with teenagers sending text messages to each other as their main form of communication. Long gone are the days of push-button phones with long, spirally cords stretched behind closed doors for private phone conversations.

And with the birth of emoji keyboards, many baby boomers are left in the dark trying to figure out which smiley face or hand gesture is appropriate for the conversation at hand.

Even the legal world is having to figure out what emojis mean for interpretation of the law.

Emojis are increasingly coming up in court cases. Judges are struggling with how to interpret them.

Emojis Have Keywords Attached to Them That Tell the Algorithm What to Do

It's true! When you use emojis in your content marketing, they are attached to keywords...

Facebook's mission for several years has been to make video king in the news feed. They give favor to live video and native video on the platform when it comes to reach and engagement.

How do we know which videos we should put advertising money behind?

Let's talk a bit about your mission first. Why do you do what you do? Are you creating videos around what you do to help potential clients? Once you understand your mission, the why behind your business, you should be creating videos that help further that mission.

For example, my mission is to help coaches, consultants, and other small business owners discover how to succeed with Facebook ads, so that they do not spend all their earnings on ads management, thereby, taking away all the return on investment they'd otherwise receive.

Video metrics benchmarks to watch

Here's an example of a video that I've boosted in the past. My goal is to judge this video to see if it's worth putting money behind again.

To analyze your videos, go to...

This type of targeting is no longer possible.

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Your Facebook Account Can Get Shut Down If You Do Business on Your Personal Profile

So many entrepreneurs post business ideas on their personal profiles. This is against Facebook's Terms of Service and can get your account shut down. To avoid this, you want to keep your business activities on your Facebook Business Page where they belong. 

"But no one is looking at my business page!" you cry. That's because you haven't given it enough attention or time to grow.

For those of you who have been posting away on your personal profiles for so long, and you've built up a fan base there, it sure would be nice if you could advertise to those friends, wouldn't it?

Target Your Friends with Facebook Ads

While you are building content and engagement on your business page, here's a workaround to get ads out to your friends that you've been interacting with on your personal profile.

Create a new...

Do you sell things online with sales pages or checkout pages?

One of the things that I help clients with is improving their sales pages to position their offers more appropriately to actually close sales. This is particularly important when you are marketing your business digitally.

It takes time for people to trust brands they purchase from. Unknown businesses are at a great disadvantage for this because they don't have broadly known reputations in their industries yet. For this reason, you likely need to have some sort of precursor before your website visitors look at your online store and check out through your shopping cart. This can be handled via a sales page.

How do you combat being an unknown brand?

When you go to the store, do you pick out Crest or Colgate toothpaste based on brand recognition? Or do you choose a brand of toothpaste that you've never heard of before? Most of the time, people choose the brands that are well-known and advertised, as this builds...

There are 3 phases of advertising: Awareness (audience building), Consideration (lead generation and obtaining authority), and Conversion (nurture and sales). Most people want to start out with the Conversion phase (also known as the Close phase) to sell their goods and services without properly warming up their audiences. This is too much too soon. It would be similar to walking up to a perfect stranger and asking them to join your $3,500 mastermind.

Think of the digital journey as a real customer journey

Imagine having a storefront. How do you get foot traffic there? You can rely on surrounding stores to bring traffic, put up flyers, advertise with billboards, use Facebook or Instagram ads, etc.

These methods of advertising are to cold traffic or audiences, those who may not know anything about you.

To translate this to digital relationships, these would be the people who are just seeing your Facebook ad for the first time or coming across your website somehow, either by...

Have you ever wondered how much you should invest in Facebook ads?

In this video, I walk you through each step of figuring out if you can afford to run Facebook ads based on what you're selling. Get out your pencils! 

This chart gives you the Facebook ads calculations used in the video

Advice for those selling other types of products

Yes, you can cover your costs and make a profit! The example above is based on high-ticket coaching programs or professional services. Not everyone sells that sort of thing, and that's okay. You can still make a profit with advertising.

Digital products: Many of our clients sell digital courses or handy systems their ideal clients can use. Those products cost under $50 to start, but the follow-up communication may offer additional products, courses, coaching, or memberships that increase the value of the initial sale. These businesses typically have longer sales cycles to reach the lifetime client value, so do a little...

Why do we need special software for digital marketing?

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.

Marketing to Cold Audiences

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...

Targeting the right audiences for Facebook ads can save time and money

Watch this video tutorial to get the ins and outs of pinpoint targeting with Facebook.

Read: How to select your first ideal client audience on Facebook

Transcript:

Are you targeting the right audience with Facebook ads?

When I audit someone’s Facebook ads to find where costs can be lowered to acquire new customers, one of the first things I look at is the construction of their initial audiences that are based upon demographics and psychographics, which is interests, purchasing habits, job titles, or other significant details.

Hi, I’m Sally Hendrick, a sales funnel and Facebook ads pro, using my deep background in statistics to help you make informed decisions with your ad spend.

Have you ever heard of a Venn diagram? That’s when you have a set of interests in one circle crossed up with the interests of another circle to find the place where they come together. This means that the person who...

Ever heard of Social Media Examiner?

Michael Stelzner started Social Media Examiner's blog, which is a how-to resource for all things social media marketing. His idea was to share all the tech secrets behind the scenes. People thought he was crazy for doing it. How would he make a living anymore? How would they make a living anymore?

It worked. Michael quickly rose to the top of the industry as the go-to resource. Today he contributes less than 10% of the content to the company himself, as others in the industry step up to share their knowledge to make a name for themselves as well (and to get those coveted backlinks to their own websites).

Read articles: Sally Hendrick teaches how to use Facebook to market your business

Social Media Marketing World is a HUGE conference in San Diego

If you follow me on social media, you probably know that I attended Social Media Marketing World in San Diego March 1 to 3. Fears of coronavirus reverberated throughout the conference for some but...