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Do Facebook Ads Really Work?

June 27th, 2017 No Comments

Do Facebook Ads Really WorkLike any business, yours can be profitable only when customers know about it. Whether you’re a contractor, builder or some other tradesman, you need continuous exposure to consistently drive new customers to your door. Are Facebook ads an effective medium for this? Let’s take a closer look.

How Do Facebook Ads Really Work?

If you’re familiar with Google Adwords and other PPC (Pay Per Click) options, Facebook ads are very similar. Essentially, advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

The big difference is that paid search (i.e., PPC) helps your prospective customers find your company’s website. Paid social (i.e., Facebook ads) helps your company find prospective customers. Facebook lets you do this by giving you the ability to zero in on your target audience – those who are most likely to need your services.

To set up an ad, you first need to pick an objective for your campaign. Let’s assume that most of you want more people visiting your site.

Next, you tell Facebook whom you’re targeting, or specifically who you want to visit your site. This is done through audience segmentation, an in-depth process where you essentially build the ideal profile for a customer. The profile can incorporate everything from demographics to behaviors. In total, there are thousands to choose from, so you really want to take your time getting as specific as possible.

And finally, you create your Facebook ad and bid at their auction. This explanation on Facebook ad bidding by the company itself will help you better understand the process.

Why Some Ads Work and Some Don’t

The truth is yes, Facebook ads really can work, even for B2B companies. Let’s focus on why some produce absolutely amazing results while others don’t do much of anything. The following are the true differentiators:

Understanding Your Perfect Customer

We already touched on this one above, so we’re just going to reiterate it here and add that you should constantly be revising this target profile until you’re sure you’re getting the maximum number of clicks from your Facebook ad.

Keep in mind, too, that it needs to be relevant. If you find that a lot of people are clicking on your ad, but this doesn’t seem to correlate with more business, then you’re most likely losing them because your ad is not relevant to them.

Include an Attractive Value Proposition

A value proposition is something that convinces your reader to click on the ad in order to learn more about your company. This could be something like:

  • How your business differs from the competition
  • Why they should click through to your website
  • A rare offer that they can only take advantage of right now

Whatever the case, you need a proposition that will be tempting enough to pull them away from Facebook, where they’re currently perfectly happy talking to friends and watching cute kitten videos.

Your value proposition must deliver. Likewise, if it’s too unrealistic – even though you’re 100% telling the truth, don’t expect much in the way of clicks.

Include a Clear CTA

A CTA (Call-to-Action) is vital for every Facebook ad. Even if you think that it’s obvious what you want the prospect to do next, you can’t chance it. Instead, make sure you tell them specifically to click, call, like, share, whatever other action you want them to do.

The Final Verdict

At the end of the day, Facebook is great for business, but like so many things, you’ll only get out of it what you put into it. If you don’t take this resource seriously, you can’t possibly expect any impressive results.

Want to learn more about how you can market your business? Your Cyber Partner has a free document, “50 Ways to Market Your Business Online in 15 Minutes per Day” that will give you plenty of ideas for how you can bring even more exposure to your company (many of which are completely free to implement).


How to Grab the Attention of Local Media for Your Business

June 22nd, 2017 No Comments

Local Media for Your Business

Local Media for Your Business

Does your company need more exposure? If so, a local media company could be the key. While most business owners think this is above their heads, here’s some simple advice for getting it done.

Know How to Pitch

The biggest mistake I see from most companies that want media attention is that they don’t take the requisite time to find out what a channel, newspaper, website, etc. wants to hear about. A business owner will simply call them up to tell them about a sale they’re running, a new service they provide or something equally—for lack of a better word—unnewsworthy.

If you want space on a local media company’s page or broadcast, you better give them a good reason for giving it to you. Why is your story relevant to their audience? Maybe the way you provide a certain service is the first time it’s ever been done in this city. If it’s controversial, that will definitely stand a good chance of getting published.

Always pitch via email. Although some may recommend the direct approach with a phone call, you’ll most likely get voicemail. You’ll also be competing with phone calls about emergency situations and live events, and those will likely get attention over your business.

Find the Right Person

Thanks to social media, especially sites like LinkedIn, it can be fairly easy to track down the right person you need to contact for a local media feature. Before you decide to settle for just anyone, be sure you exhaust all of your options for trying to find the contact info for that ideal person. Just getting a hold of the right editor, producer, etc. can make a huge difference where your efforts are concerned.

Just Ask

Here’s another way to figure out how you can make your company more relevant to a local media company: just ask. Even after you know the right person, you can waste a lot of time pitching over and over again if they’re not interested.

Instead, if your pitch isn’t accepted, tell the person you’re speaking to that you’re very interested in having your company featured and would like to know what you could do to make your story more appealing to their audience.

Some may tell you that there is absolutely nothing you could do. If that’s the case, move on. There are other options to pursue.

Provide Valuable Content

This advice should sound fairly familiar. It’s the cornerstone of content marketing. Yet, most people forget all about it when they want to be on the news or featured in the local newspaper.  As we mention above, they pitch their services or some other business offering. Instead, consider how you could lend your expertise to the audience. For example, if you install windows, you could explain that you’ll help their viewers/readers understand when it’s time to consider a replacement or what models on the market are offer the best value for their price.

This kind of thing isn’t incredibly urgent, so you might not get featured right away, but if the information is actually helpful, you’ll definitely get the exposure you want sooner or later.

Think About Your Unique Story

Everyone loves a good human interest story. Do you have a unique story that readers/viewers would want to know about? Maybe one of your employees does. These may not focus a lot of attention on your company, but it will get you in the news cycle.

Leverage Your Social Media Following

Here’s one more reason to build up your social media following: it can help you get media attention. If you have a story idea, tweet it to local media outlets, but make sure their handle isn’t the first word in the message. This will ensure your followers see it and can comment, retweet and favorite it. Every time they do this, the media outlet will be alerted. If this happens enough times, you can bet they’re going to be interested in leveraging your popularity.

At Your Cyber Partner, we understand the importance of getting as much exposure as possible for your business. If you want more advice like the kind above, be sure to subscribe to our blog as we’ll be covering this topic regularly.


How to Use Twitter for Business

June 20th, 2017 No Comments

How to Use Twitter for BusinessTwitter continues to grow in popularity, meaning if you’re looking for new customers, it’s a great place to start. If you’ve been avoiding this powerful platform because it felt overwhelming, don’t worry. The platform is fairly easy to use, and these tips will guide you on who to connect with (and why). So jump right in on this gigantic social media platform and begin attracting new business.

Include Your Website’s URL

When setting up your Twitter profile, be sure to include your website. This is an easy tip, but it’s one that many companies miss. In short, when you catch someone’s attention on Twitter, one of the first things they’re going to do is check your profile. If your URL is front and center, there’s a good chance they’ll click through to learn more about you and your company. This is a potential prospect. What you don’t want is to make this prospect work to find your website. The easier you make it for them, the more likely they are to visit your site.

Network with Market Influencers

Look for the Twitter profiles of influencers in your market. If you’re a contractor, those influencers may be people from home improvement shows or magazines or suppliers from whom you purchase material. Think about those people who have any amount of influence in your field (so long as they’re not competitors) and make a list.

These are who you want to interact with. You’ll need to put forth a little more effort than just clicking favorites and retweeting. Instead, read and comment on their posts. Work towards an actual conversation and engage with them. Will this get you customers? Maybe not, but it can lay the groundwork for an important business relationship or some other networking opportunity down the road.

Connect with Other Local Businesses

Another way to start expanding your reach is to network with your fellow local business owners. Again, you obviously don’t want to do this with your competitors, but almost anyone else could prove helpful. Offer to share their information with your respective followers, and most likely they will do the same. Not only will this help increase your exposure, but such engagement indicates to Twitter that your content deserves to be seen by more people.

Spy on Your Competitors

One of the great things about online marketing is that so much of it happens out in the open, and you can often see exactly what your competition is doing.  Look to see what your local competitors are doing with their Twitter accounts. You may find they’re not doing anything, but if you see a large following or that they have better engagement, peruse their past tweets to get a feel for what they might be doing differently than you, then do the same.

Use Media

Finally, as much as possible, include pictures and videos with your tweets to bring more dimension to your messages. These always receive more interest from followers, which means you have a better chance of seeing your tweets spread.

Tweet Often

It’s important that you take the time to tweet often. Ideally, you need to be tweeting between 5 and 20 times a day. That may seem like a lot, but if you download the app to your Smartphone, it will be easier to get off tweets throughout the day.

If you’d like to learn even more tips to help your business find new customers, I have 50 ready and waiting for you. Just download “50 Ways to Market Your Business Online in 15 Minutes per Day.” At Your Cyber Partner, we’ve put together our best tips for helping builders, contractors, and other tradesmen grow their business.


How to Make the Most of Each Customer

June 15th, 2017 No Comments

How to Make the Most of Each Customer

While it’s always great to earn a new customer, I urge you not to stop there. Instead, recognize that each customer represents a lot more potential for your business. Let me show you how.

Pay Attention to Your Analytics

This doesn’t necessarily pertain to customers; it pertains to visitors to your website, but it’s still very important to bring up. Website analytics have huge potential for your business. Better still, Google Analytics is free and extremely effective.

Assuming you get decent traffic, every month your prospective customers are giving you invaluable information about how they want you to market to them. If you’re not regularly reviewing your analytics, you’re throwing this information away.

Specifically, you want to look for which pages they spend the most time on. Can those be better optimized? Should the ones they’re ignoring be tossed or should you revamp them? Which blogs do they like the most? Make sure you double down on those and let your social media following know when those posts are published.

The better you get at checking your analytics regularly and then acting in accord with what they’re telling you, the more business you’re going to see. It’s as simple as that.

Give Them a Survey

Once you’ve secured a customer and finished your work, make sure you get their feedback through some kind of survey. Before you do that, though, let’s talk about what makes a good, productive survey, because the ones most businesses use are, well, useless.

Don’t get me wrong; it’s important to make sure they’re happy with your services or those of your employees. However, if that’s all you’re finding out about with a survey, that’s hardly a good use of the tactic.

Instead, find out why they chose your company over the competitors. How they found you is also important. Ask about what you could have done better; this includes your website. Find out what kind of content they’d be most interested in reading about (if they aren’t interested at all, this is important information too). The point is that you want to learn as much as possible about your customers and surveys are perfect for this. You’re getting this vital data right from the horse’s mouth. Over time, you’ll probably think of other questions specific to your company that would be helpful.

Ask Them to Like Your Facebook Page

If you don’t have one already, create a Facebook page for your company. It’s free, has tons of potential and, if nothing else gives you one more piece of digital real estate on the World Wide Web. However, a Facebook page is only as helpful as the amount of attention it gets. If no one knows about your page, it’s not going to do much of anything.

There are all kinds of ways to increase engagement, but don’t underestimate simply asking people to “like” your page. Ideally, ask your customers. When they like it, this will show up on their timeline. Facebook may even suggest the page to their friends.

Facebook provides a huge shot of social proof. Furthermore, when people need the services you provide, they can ask their friends, who were your customers and who can give you a very favorable recommendation.

Use Them as a Testimonial

Finally, every business should have some testimonials in their marketing arsenal. Testimonials are tremendously powerful when it comes to walking potential customers across the threshold and into a sale.

There a number of reasons for this, but they boil down to the fact that, at the end of the day, people just want to know the job is going to get done. You can try all kinds of other tactics, but if a competitor can show them that they know how to do the job 100% like the customer wants, you’re going to lose out.

This is why you should constantly be collecting as many testimonials as possible. The more you have, the more likely you are to meet someone’s expectations.

If you liked these tips, Your Cyber Partner has even more for you. Check out my free guide, “50 Ways to Market Your Business Online in 15 Minutes per Day.” You can download yours right now and get started on leveraging these helpful tips.


Social Media for Business: 4 Things You Need to Know

June 13th, 2017 No Comments

Social Media for BusinessIf you’re like a lot of business owners, you probably think the idea of using social media to attract new customers has been a bit overblown. This is almost certainly true if you’re a builder, contractor or some other type of tradesmen. Many simply can’t imagine that social media would be effective for their marketing needs. Others have given social media a try but quickly called it quits when they didn’t see results.

Whichever category you fall into, it’s important to understand what you need to know about social media in order for this potent approach to really work.

 

Each Platform Has Its Own Language

One mistake a lot of small business owners make is trying to conquer many social media networks at once. They start a Facebook, Instagram, Twitter and Pinterest account on the same day and get busy trying to drum up new business.

Of course, nothing happens.

To some degree, they may be spreading themselves too thin. However, it’s just as much because they’re not taking the time to learn about the language of each social media network.

For example, on Facebook, most people are looking to browse around, socialize with friends and family, post comments, like/share things, and read/see videos and pictures that are funny, interesting or even adorable.

Believe it or not, there is plenty of opportunities there for any of the aforementioned professionals to find new customers. I’ve seen it firsthand.

However, that type of user is completely different than the kind who jumps on Twitter. Even when this is the same exact person, they’re wearing different hats. You need to understand these differences and proceed accordingly.

Social Media Is Not the End of Your Sales Funnel

This is another huge mistake that often tarnishes the reputation of social media in the eyes of many business owners. Your social media presence shouldn’t be where you make the sale. Very few people are going to make a purchasing decision on a single picture, post or 140 characters of copy.

Instead, you should use your social media presence to first gain people’s interest and build your authority in the market. A successful social media campaign should result in people wanting to contact you because they’re convinced you can help and are excited about the opportunity.

Quality > Quantity

This should be common sense, but on social media, it’s nearly impossible to resist the siren call of having countless followers. If you see a competitor with hundreds more than you, it’s tough to ignore that and stay focused on your goals.

Here’s the thing, though: it’s easy to get a huge “audience” on social media. You can actually go out and pay people to beef up your profile.

Those people will never become customers, though.

Instead of worrying about how many people follow you, you should be more concerned about how much engagement you’re seeing. Pay attention to which posts get comments and clicks. Those are the ones you should be creating more of. Of course, you should also be engaging right back with your potential customers.

You Have to Provide Quality Content

Twitter is an amazing tool. There’s no doubt about it. The same goes for Instagram. What these and other social media platforms lack, though, is space to really provide quality content – not that this has hurt their success.

Facebook gives you much more space to provide meaningful content, but we’d still recommend you keep a separate blog on your company’s site. This isn’t the type of thing you need to update every single day. It is the type of thing you can use to show potential customers your expertise, though.

For example, if you’re a contractor, you could explain the various pieces that go into a big project like adding a deck. Do this right before summer hits and many of the people interested in this type of project may wind up hiring you for the job.

If you’d like to learn more about how social media can increase your reach and help you find new customers, subscribe to Your Cyber Partner’s blog. I regularly publish helpful pieces just like this one that are full of proven tips.


Email Marketing: How Often Should You Email Your List?

July 29th, 2016 No Comments

Email Marketing How Often Should You Email Your ListWhile it would be great if there was research that suggested that mailing exactly every 5 days gets you the best results every time, there is no such thing. There is no magic number, no schedule to follow. And here’s why…

Every market, every niche, every audience and every person is different. And while you’ll never make everyone on your list happy, there are ways to determine what will work for your audience. (more…)


Why Video Should Be Included in your Digital Marketing Strategy

July 19th, 2016 No Comments

While many marketing experts will tell you that Internet trends change by the minute, Internet traffic patterns are oddly predictable in many ways. For example, over half of all Internet traffic is driven by video content. Over 100 million people watch online videos every day, and all of those videos lead to follow-up visits to external sites and purchase links. With more engagement, search engine ranking quickly goes through the roof. The case why video should be included in your digital marketing strategy becomes obvious the moment we begin to realize just how powerful a play button can be. (more…)


How Lead Generation Services Can Grow Your Business

July 12th, 2016 No Comments

local-business-consulting-894339_640No matter how great your product or service is, no matter how much you’ve spent on creating fabulous content, and no matter how long it has taken you or your organization to become the top expert at what you do, none of it matters without leads. Leads are the potential customers who show up at your virtual doorstep, and what they see, hear, or consume within the first few seconds will cause them to either become loyal customers or to leave in a hurry.  We will explore how lead generation services can grow your business. (more…)


Why SEO Needs to Be a Monthly Service

June 30th, 2016 No Comments

Why SEOIf you’re like a lot of small and medium business owners, you probably have at least some idea of how important SEO (search engine optimization) is
to your digital marketing. After all, if you don’t use the right keywords and optimize your site and other online presences well, Google won’t have any way of finding you when your customers search for products and services related to your business.

You may not know, however, that SEO isn’t just a one-and-done service. You may think that finding the right keywords, populating your site with quality content, and improving your site’s rankings on search engine results pages (SERPs) can all be done at once and that you can then move on and save your marketing and advertising budget for other campaigns. However, once you understand a bit more about SEO, you’ll realize that optimization truly is an on-going effort that needs to be updated and maintained on a regular basis. (more…)


Organic vs Paid Traffic – What’s the Difference?

June 28th, 2016 No Comments

When it comes to getting more meaningful traffic to your website, you basically have two options. You can opt for trying to get more traffic organically through search engine optimization (SEO), or you can opt to pay for PPC (pay-per-click) advertising campaigns. Each of these strategies has its pros and cons. For most businesses it’s not a matter of choosing one over the other, but instead choosing a balance between the two. So let’s take a moment to explore the difference between paid and organic traffic, as well as the advantages and disadvantages of each. (more…)


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