Let me first jump out there and say – Content is still KING! Content is the very backbone of effective advertising. If you want to excel in Facebook Marketing, you need a winning content strategy.
Let me quickly define what content really is. It’s a video, a blog post, a podcast episode, pdf download, etc. that’s designed to solve a problem for your ideal customer. It doesn’t matter how dramatic the problem is, it just needs to help or be valuable in some way to your audience.
If it’s not, nobody’s going to care. Harsh… but true.
Know Your Customer
The very first step in your content strategy, then, is to get to know EVERYTHING about your ideal customer. In your research you want to know things like:
- What they like
- What they hate
- Where they hang out (in real life and online)
- What their habits are (good and bad)
- What are their fears and struggles
- What are their hopes and dreams
Get the point? The more you know, the more you can effectively help them.
And helping them is your ULTIMATE goal and is why you went into business in the first place – not just to make money. Or at least I hope it is.
If you’re in real estate, you went into business to “help” people buy and sell homes.
If you’re a financial adviser, you went into business to “help” people invest their money wisely.
If you’re an orthodontist, you went into business to “help” people have a healthy and winning smile.
If you’re a gym owner, you went into business to “help” people achieve their health and fitness goals.
Become a Problem Solver
Once you understand their problems, your mission is to create content that serves to solve their problem. You’re the expert, right? It’s time to prove it.
For example, if you were a real estate agent, you could create a simple checklist to first first-time homebuyers find downpayment assistance funds. This would be extremely valuable if your ideal customer was a first time home buyer.
Like I said, your content can be delivered in a number of different ways. And that really depends on a few things like your personality and skill level and your customer’s preferred way of learning. The thing to remember is keep it SIMPLE and FREE.
And by free, I don’t just mean merely monetarily. I mean, no exchange of information like email addresses to get your content. FREE. Totally free.
This level of content is extremely important, because it builds trust and creates your authority as an expert. When you WOW them with free, it’s time to move to the next level.
Pro Tip: Be sure to install your Facebook Pixel on your website. This piece of code will track everyone who goes to your site and engages with your content. Later you can use the Pixel to target those individuals with your Facebook ads.
Create Your Lead Magnet
A lead magnet is something valuable you create and offer to your audience in exchange for their contact information – usually name and email address.
Your lead magnet should be something your audience needs or wants. You can find this out by looking at your top performing blog posts or podcast episodes, or go to your Google Analytics to see your highest viewed pages.
Your lead magnet can come in many forms such as a checklist, a printable, a video series, a webinar, a case study, a strategy call, or even a free trial. You can even create a challenge series and deliver a daily email lesson for a specified number of days.
Once you create your Freebie, you need to deliver it using a landing page – also called a squeeze page. This is simply a page or pop-up that’s dedicated SOLELY to your offer with absolutely NO distractions like buttons or links. Well, except for the opt-in button, that is.
Here are a few examples of landing pages in different industries offering different lead magnet types:
Email Marketing Strategy
Remember, those emails we asked for on your landing page? We need those now!
You’re going to have your landing page form automatically synced to your email autoresponder service like ConvertKit, MailChimp, or ActiveCampaign. When someone opts into your Freebie, they’ll automatically be added to your follow up email sequence.
In this sequence, you’ll be delivering more valuable content and allowing your new subscriber to get to know your personality even more. Treat this person like a VIP… because they are.
As a business owner and marketer, your email list is one of your most valuable assets. And like Jeff Walker of Product Launch Formula says, your email list is your license to print money!
Your list is so powerful because they are your direct line to connect with, survey your ideas, offer your discounts, and sell your products and services.
If you do it right, by emailing them AT LEAST once per week, your list will be happy, engaged, and informed. Your list won’t be turned off by more frequent emails, as long as you’re delivering great content. In fact, if you email too infrequently disconnect and possibly even forget who you are.
This is a simple and complete content marketing strategy for small business owners who really want and need to be spending their time – RUNNING THEIR BUSINESS. Unless you’re an online marketer who does this kind of thing for a living, you don’t have time for unless content sales funnels.
This model will work well to bring you a steady stream of engaged customers into your sales funnel. Now, it’s time to do what you do best and take care of your new customers!
Maybe you see the value of going deeper and adding more layers to your marketing process. That’s great and the sky’s the limit! Let us know how we can help! And let us do what we do best FOR YOU.