1. Logo and branding
2. Defined color palette
3. Navigation that moves users through the site
4. Responsiveness (adjusts the size of its window to whatever device the user is using – tablet or phones with different screen sizes)
4. Full contact information
5. Easy to understand calls-to-action
6. Your brand story told in a way that connects with users
Maecenas at pharetra nisl. Donec placerat neque risus, at commodo nisl efficitur at. Suspendisse potenti. Fusce non fringilla orci, nec maximus nunc. Proin eget dui non dui pretium scelerisque. Optimize Your Homepage (so that it answers the following questions:)
1. What does this business do?
2. How can this business help me?
3. Why should I stay on this website?”
The Person That Will Pay You
The Person That Influences The Person That Pays You
Your SupporterThe first person on the list, the one that pays you, is your main focus. This might be your current boss or your next boss. It might be the target customer of your current business or your next business. It could also be an investor or a bank. You have your vision and you have a good idea of the person that will pay you and help you get to your goal. These next steps will take you through the necessary process of refining your target audience to make your brand implementation more effective.
1. Identify the person that determines if you can advance(Boss, Investor, Client, etc.) In Chapter 1 you laid out a path to your ultimate career goal. There are steps along the way to help you achieve that goal and along that path there will be people that will determine if and when you can take it to the next level. If you’re looking to reach an executive level with a company then the person that decides how you move up in the business is each of your bosses along the way. For example, you might start as a sales associate. Your target audience is your immediate superior or the lead your sales team or division. Identify the person that is in charge of the next step in your career. It might be an investor. It might be a client. Or it could be the boss we just mentioned. It could be a specific person that you have in mind or it could be the vision of a person. Whatever it is, identify that person and move to the next step.
2. Create a complete descriptionNext, create a complete description of the person. Marketers and business leaders do this all the time with their customers. They put comprehensive descriptions together of their target customers to create detailed, vivid images of the exact person their employees will think about when making every decision in the business. Now, you will do the same with your target audience. Open a document and start writing the description. Include things like:
Etc.Go into extreme detail. Talk about the daily tasks the person does at their job. Talk about they do on the weekends with their family and friends. The more details you can include the easier it will be for you to target this person as you implement your personal brand strategy. Go as far as including a photo of the person. If it’s a real person, find their photo. If it’s not a real person, find a photo online that fits your vision and include it in the profile.
3. Identify the person’s motivations(Professional And Personal) As you build the profile of your target audience you’ll get inside their head and figure out their motivations. This is important because, as we said earlier, when you know what this person’s motivations are you can help them achieve their goals as a way to achieve your own goals (you get what you give). For example, if your target audience is your current boss, the sales team leader. Their motivation might be two-fold: 1) move up to the next position in the business, which is probably regional sales manager or a similar position and 2) more free time to spend with his or her growing family. Knowing these motivations, you can help your boss achieve his or her goals. You can lead new initiatives to increase sales across the team. You can improve the efficiencies of processes to cut down on time spent in the office. Another example, your target audience is your next new client. Your client’s motivation is to grow their business, which means more sales and more profit. If you can help your client achieve those goals they’ll be happy to pay you for your products and services, which helps you achieve your goals (you get what you give). Identify the motivations of your target audience and from there you can identify your opportunities to help them and improve your position on the way to your ultimate goal.
List of FB Marketing goals (from FB Ads official page):
Awareness (let people know about your business)
Consideration (let people think more about your business)
Convertions (let people buy from you)
1. Keywords you’re targeting – What do your customers type in when they search for your or your competitor’s product? These are the keywords you should focus on.
2. URL – It’s very helpful if your focus keyword is featured in your url.
3. Page title – <title> tag is just as important as your url – did you put your keyword in there?
4. Meta descriptions – Meta descriptions won’t directly affect search engines, but a nice description will attract the attention of your potential customers. So take some extra time to make a nice description in Meta descriptions.
5. H1 – <h1< is as important as <title> – consider them the “headers” of your page.
6. H2 – <h2> represents headers within your body text – subsections. They aren’t as influental as <h1>, but they still carry some weight.
7. Body text – The search engine will only know that your page is relevant for a certain keyword if can find that word in the body text.
8. Link text (anchors) – If you’ve been careful to insert your keyword naturally into the previously mentioned page parts, a link or two with an anchor that matches your keyword will be a cherry on top of your cake.
1. A good, recognizable FB name (or FB page name)
2. Vanity URL
3. You know what organic keywords you’re after, right? Don’t forget about them when you’re filling out your info and “About” page.
4. Don’t forget to optimize the content you publish for the keyword you’re targeting
5. Links from your FB business page to your actual website are important
6. Filling out the address and phone number is a must – it’s for local SEO (you wanna hit both local and international, right?)That’s not all, but it’s the basics to ensure that no technicality will get in the way of the campaign.
1.(Optional) Set up a Facebook Business PageIf you’re doing a brand marketing. If it’s personal marketing, you’re perfectly fine using your own Facebook page.
2. Add a profile pictureExpand on how to choose the right profile picture for a personal FB page or for a FB business page
3. Add A Cover PhotoSame as in “profile picture”
4. “About” section – fill it in as much as possibleRemember about your keywords. Also make it reader-friendly – your potential customers will open this page to get to know you, and you better make a good impression
5. Verify your page. The check mark, small as it is, can make a noticeable difference. (not all brand and celebrity pages get those, so don’t be too upset if you don’t)
5. FB Live
6. FB Stories
1. Identity: Does your content relate to your brand and effectively showcase your product/service?
2. Reward: What do viewers get out of it?
3. Tone: Does your content maintain the same tone across your entire Facebook page or business in general?
4. Action: Your content must drive an action, which goes back to your Facebook goals.
1. Keep it short.
2. Deliver shout outs with Facebook tagging
3. #Hash it out
4. Ask questions
5. Fill in the blanks. Another strategic post format to drive engagement is the fill in the _____ tactic.
6. Photo captions.
7. Jump on the meme wagon
8. Have users “vote” with the Like and Share buttons.
9. Host a Contest
All details including how many people have viewed the page (but not who exactly viewed it), how many people have liked the content, how many have shared it etc.
Doesn’t provide as much insider info as FB Insights.
Compares your FB Business Page to other FB Business Pages, how popular they are – and how popular you are.
Analyzes your page based on your competition and gives advice: what content could work, how you can improve your “About” section, what actions can drive you traffic
LikeAlyzer analyzes audience’s engagement – are people talking about it, or not?
Has a great section “what’s trending”, where it shows the videos and articles rapidly gaining views and shares. You instantly know what’s hot today. BuzzSumo can also sort out the most popular content across the web based on your topic or keyword (it estimates popularity by the total number of shares)
BuzzSumo tracks the mentiones of brand name across the web (even if it’s not a backlink – only your brand name)
Negative – BuzzSumo is expensive. It’s only worth it if you’re making money off it.
If no money’s to be made anytime soon, you’re better off with Insights+LikeAlyzer
Define your marketing goal very precisely – Facebook offers a list of promotional goals – just pick the one that’s closest to what you’re trying to achieve.
Choose your target audience – if possible, use every demographic variable Facebook offers to reach the people with better potential for smaller money.
It shouldn’t be explicitly promotional – because it’ll show p in organic feed, and people will simply refuse to see your boosted content further on, or mark it as spam. You don’t need it.
It should be something that’s already been proven successful with your fans – this way you’re almost guaranteed a good engagement.
Target the friends of your fans – this circle holds the biggest potential for you.
A daily budget can be as low as $1. You’ll notice the difference from $1/day ads and boosts if you’ve got a fan base of 5 people, but be reasonable – $1/day will probably be a waste of marketing money if you’re after +1.000 weekly subscribers.
If you set a precise goal (like “+200 likes in two days” or “+1000 monthly visitors to my website”), you can see the overall number of engagements in Facebook Ad Manager or on Facebook Insights (“Promotions” folder).
If you didn’t see any success – think back. Was your goal realistic and measurable? did you pick the optimal ways to achieve it? was your content truly engaging, or explicitly promotional?