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Facebook Marketing – You’re Doing It Wrong!

Facebook Marketing – You’re Doing It Wrong!

Facebook… the mere mention of it triggers strong opinions, whether or not you’re a small business owner.

Hardly surprising, given the controversy surrounding the world’s largest social network in recent years.

Despite this, business owners still flock to Facebook with high hopes of selling their products and services –  only to find the reality is less appealing.

No-one is buying. No-one even stops to look. No-one cares.

What’s that about?

Sorry to break it to you but you’re doing it all wrong.

This is not 2012 –  simply posting a picture on Facebook and telling people how wonderful your product or service is, will not entice them to buy.  You’ll be lucky if anyone actually sees your post, assuming you’ve done the “right thing” and shared it on your Facebook business page.

No, I’m not crazy (well, no more than usual) but you might just want to read further to find out what on earth I’m on about…

Your Clients Don’t Care About You.

It’s true – they only care about how you will solve their problems. Once you realise this, marketing becomes easier because you’ll stop talking about “I” or “We” and focus more on “You” (the most powerful word in the English language) .

your clients don't care about you

It’s pointless sharing a post on Facebook, listing your products or services with a poor-quality image and absolutely no explanation or reason why anyone would be interested.  As an admin of several Facebook groups, I’m amazed at how many of these posts I see every day. It’s rather soul-destroying.

The Facebook Algorithm

Ah – the technical term that we all know these days, at least if we’ve spent any time on Facebook.   It’s a bit of a mystery, which makes it intriguing;  I bet you’ve read all sorts of articles on the topic of “beating the algorithm”. 

Unfortunately, you can’t beat it, but when you use strategies that work WITH it, by optimising your Facebook activity so that potential clients easily see the benefits they’ll get from working with you –  THAT is where the magic happens.

Let’s explore this in more detail…

Facebook Pages

Facebook pages for business launched in November 2011.  In the early days, everything was hunky dory – you’d post on your page and hundreds of people would see your updates in their newsfeed.  You’d probably even sell stuff quite easily!

Things began to change as more and more businesses jumped in –  nowadays there are 90 million small businesses using Facebook. And Facebook has 2.45 billion worldwide active users.

It would be impossible to show all posts from a page to all the Facebook users who have liked that page – there is simply not enough space in the newsfeed, and it would contain nothing but page posts.  Obviously, that wouldn’t be a good experience for users who primarily sign up to Facebook to keep in touch with friends and family.

Mark Zuckerberg has repeatedly emphasised that the whole ethos of Facebook is friends, family, community – it’s NOT about promotion of businesses.  Understandably, Facebook wants businesses to pay for ads.   There’s no such thing as a free lunch!

Therefore, the algorithm restricts posts from business pages, only showing those that have had plenty of engagement (likes, comments, shares) and are clearly popular.

It’s estimated that currently (late 2019), organic page reach is under 5% – meaning that less than 5% of the people who have liked a page, will see that page’s posts in their newsfeed.   A pretty grim prospect for page owners – although you should see it as a challenge to produce more engaging posts….

And you could try an additional strategy I’m going to talk about next.

Your Facebook Profile

It used to be the case that Facebook’s Terms stated that you must not use a personal profile for “commercial gain”.  Nowadays however, Terms state that you must:

  • Use the same name that you use in everyday life.
  • Provide accurate information about yourself.
  • Create only one account (your own) and use your timeline for personal purposes.

While I’m by no means suggesting that you fill your personal timeline with posts urging people to buy from you (that’s never going to work!) –  you should certainly be letting people know about your business and what you offer potential clients.   That’s in addition to personal posts about your everyday activities, whether or not business-related.

You’ve heard the saying “people buy from people” –  if your Facebook followers get the chance to see behind the scenes, to meet the person behind the business –  doesn’t it make sense that they’ll be far more likely to buy from you? 

This is particularly important for small or micro businesses – if YOU are the business, there’s no point trying to pretend otherwise.  Authenticity is a valuable commodity! 

The benefit of sharing business-related updates on your personal profile are many –  the big one being that your posts are far more likely to be seen when they’re not coming from a business page.

With me so far?  OK – there are a few things you’ll need to do in order to get your profile ready.

Optimise Your Facebook Profile

There are 8 areas you should work on to encourage potential clients to get in touch with you.

 

  1. Your Intro – 101 characters to describe what you do, your target clients and exactly how you help them. Appears immediately under your profile cover image.
  2. Your Bio – if you wish, add your place of residence, your social media profile links, website and any other links (such as Facebook Groups you manage)
  3. Your Workplace – this is essential.  Hyperlink it to your Facebook page so that people can immediately click through to learn more.
  4. Your Profile Image – a clear head shot. Don’t be tempted to use a logo, nor a picture of your dog, cat or other pet. Remember, people buy from people! Add a description behind the image too –  make it all about your business.
  5. Your Cover Image – this is your opportunity to get creative with an image related to your business and how you help clients. Change it from time to time to reflect specific products/services/promotions.  As with the profile image, add a description.
  6. Your Featured Image(s) – here you can upload up to 9 images that appear in a grid layout.  All of these could be business-related and each one has a description.  Alternatively, use one large image to fill the space – again, business-related with a description behind it.
  7. Allow Followers – this is a feature within your Facebook settings > Privacy > Public Posts.  Setting this to Public means that people who are not your Facebook friends can follow you and see your public posts, meaning you’ll reach a wider audience. You always have the option to limit your posts to friends only, or restrict them even further if you wish.
  8. Your “Other Name”. This is the text that appears on your profile cover image in desktop view, and in brackets underneath your cover image in mobile view. Use keywords relevant to your business – g. mine says “Video and Facebook Ads”. When you add this, your profile/name appears whenever someone types those keywords as part of a comment in groups you belong to.  Magic – an instant referral for you!

Here’s a short video tutorial explaining how to add keywords (“Other Name”) to your Facebook profile:

Facebook Groups

As previously mentioned, Facebook’s focus is firmly on friends, family and community.  At the start of this year they emphasised the importance of Groups – and there have been several major updates to Groups throughout 2019.  (interestingly, hardly anything has been said about business pages)

Groups tie in nicely with your personal profile strategy –  although you can now join some Groups as your page, you’ll have a far better experience when you join as your profile.   People buy from…..  you know the rest.

Join a few groups where your ideal clients are likely to be – participate in discussions, answer questions, add value.  Start your own conversations if you have something worth saying.  

All of this will raise your profile and you will start to be noticed by other members –  they might check out your profile and guess what, they’ll see exactly how you can help them because you took the time to make it crystal clear.  Soon they’ll be contacting you to find out more.

What’s Next?

Despite the length of this post, I’ve only scratched the surface of what’s possible with Facebook when you use it strategically.  Forget what you’ve been told by “experts” in the past – nowadays it’s about harnessing all the tools on offer, not sticking rigidly to posting twice a day on your business page.

I’m not saying you should give up posting on your page altogether – quite the opposite,  it’s important that any visitors see an active presence – and of course aim to keep your updates engaging and relevant.

Want more in-depth advice on getting the best from Facebook?

My Facebook Focus session is exactly what you need.  For £59, we’ll meet for one hour via Zoom (or in person if you’re local) to optimise your profile and talk through the various features you need in place to get that pesky algorithm working FOR you not against you.

Book your slot here  –  Advance payment required; I’ll contact you to arrange.

Questions or comments? I’d love to hear your feedback, go ahead and post below!

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Copyright © 2019 Naomi Jane Johnson t/a Value Added Video
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How To Create An Animated Logo Using Powerpoint

How To Create An Animated Logo Using Powerpoint

How To Create An Animated Logo With Powerpoint

You’ve probably noticed that video is everywhere – more and more business owners are realising that it’s pretty much an essential part of any marketing strategy these days.  If you’re creating videos regularly for your business, that’s great.  But are YOUR videos getting lost in a sea of sameness?  With so many videos now being shared on social media, it’s important to ensure that yours are seen – what are you doing to make them stand out and get noticed?

An animated logo – often called a logo reveal or logo stinger – is a simple way to add your branding and identity to every video you create and share online, either at the start, the end, or even both.  And it’s very easy to create your own in just a few minutes, using a tool that the majority of PC owners have access to:  Powerpoint.

Yes, our old friend Powerpoint has capabilities you probably hadn’t dreamed of – it’s by no means limited to creating those same old presentations that cause people to fall asleep in meetings and workshops.  I’m sure you’ve heard of Death By Powerpoint 😉

Add Branding – Get Your Videos Noticed

If you want to be seen amongst the ocean of video content, your videos need to stand out and be unique to your business.  An animated logo adds a touch of essential branding!

As well as adding your animated logo to existing videos,  use it as a standalone clip to share on social media – it’ll work well on Facebook, Twitter, LinkedIn and Instagram.  It’s even possible to upload videos directly to Pinterest nowadays.

You could also convert it into a gif and include that format in your emails (gifs are equivalent to images and they’ll autoplay wherever placed).  Try the EZGIF site –  it makes the process very straightforward.

So how do we create a logo animation in Powerpoint?   The simplest way to explain is in a video –  watch below to follow the process step-by-step as I produce a simple animated logo and tagline.  Why not add music to your video too – there are many places you can download royalty-free tracks, including YouTube’s own audio library  (select “attribution not required”)  and Facebook’s “Sound Collection” –  find this under “Publishing Tools” in your own Facebook page.

NB the video has my previous branding, please contact me via this email if you have comments or feedback.

 

Over To You

I hope I’ve inspired you to try creating your own animated logo! I’d love to see what you produce –  why not share in the comments,  or message me on Facebook.

Need A Bit More “Wow”?

Want even more visual punch to your logo reveal?  Here’s a showreel of examples that I’d love to create using YOUR logo – can you believe they’re just £20?  Message me to get started.  I’ll need your choice of design (let me know where it appears in the video), and your logo in png format. Not sure what that means?   Just ask, I’m here to help 🙂

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Copyright © 2019 Naomi Jane Johnson t/a Purrfectly Social
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Facebook Ads For Accountants and Bookkeepers – How To Get Started

Facebook Ads For Accountants and Bookkeepers – How To Get Started

Need More Clients For Your Accountancy Practice?

Can you say for sure that you’ll never need to find new clients for your accountancy or bookkeeping practice?  If so, click away now!

You’re well aware that clients come and go for various reasons,  so it’s important to keep your funnel, pipeline, or whatever you prefer to call it, topped up with new prospects.

Are you taking advantage of the largest available online pool of clients?  It’s called Facebook.

Facebook has over 2 billion monthly users worldwide –  and is used at least once per day by around 44% of the UK population

Statistically speaking then, it’s safe to assume that a good percentage of your potential clients use Facebook on a regular basis.  Your job is to get your message in front of them – and nowadays, that can be somewhat of a challenge.

That Algorithm Stuff…

The answer isn’t to post a stream of “buy my stuff” updates, but I’m sure you knew that.

At the start of 2018, Facebook made a major change to its newsfeed algorithm – that complicated bit of tech wrangling that controls what individual users see in their newsfeed.   It’s impossible for facebook to show each user every single update from their friends, groups they’ve joined and business pages they’ve liked. 

There’s simply too much content on Facebook now – it has to be controlled, and Facebook chooses what we see based on our interactions, what we’ve liked, shared and engaged with.  Mark Zuckerberg has said repeatedly that Facebook is all about friends, family, and the “user experience” –  meaning that business updates are way down the priority list.

Posts that get little engagement are downgraded – and “buy my stuff” posts nearly always get little engagement, so you get the picture.     Facebook users aren’t on the platform to be sold to, they’re there primarily to interact with friends and family.   Once you understand this,  marketing effectively on Facebook becomes easier.

Your Facebook Page

I mentioned above that posts from business pages have a low priority in the newsfeed.  That doesn’t  mean you should abandon your page and start using your profile to promote the business (contravening Facebook’s terms and conditions).  It’s important to post regularly on your page –  at least 3-5 times per week, although the ideal frequency varies –  do whatever works best for your business.  Try Likealyzer –  it’s a useful tool to check your page performance.

Share a mix of updates –  useful hints and tips, your blog posts (you do have a blog, don’t you?), industry news,  videos and images.   No more than 20-30% should be directly promotional.

If you post nothing for weeks on end, it doesn’t look good when a potential client lands on your page –   they’ll probably click away immediately.  And Google does index Facebook Pages, so an active page is more likely to show up when someone searches your business name (try it – logged out of Google – does your page appear?)

A Smarter Facebook Ads Strategy

It’s unlikely most of your potential clients will discover you on Facebook without a bit of prompting.  You can do plenty to maximise your organic reach by joining a few groups where those prospects are likely to hang out, joining in discussions, answering questions and showcasing your expertise (NOT by promoting your services, except when it’s permitted, or when someone asks you for details).  Facebook groups have certainly been a valuable source of business for me over the past few years –  I put a lot of time and effort into my group activity and this gets me results.

But let’s cut to the chase.   To get in front of more of your ideal prospects on Facebook, you need to run ads.  Facebook Ads, while not as simple and cheap as they were a few years ago, are still the most cost-effective form on online advertising, and the targeting options are mind-blowing.

Having said that, it’s by no means simply a matter of throwing an ad up and expecting clients to fall over themselves in the rush to work with you.  You need a strategy and an understanding of Facebook users’ behaviour.   We’ve previously mentioned that Facebook is all about friends, family and the user experience.  What that means is that people are on Facebook to relax, interact and have fun. They don’t want to see a stream of blatantly promotional posts from businesses.   They’re not actively looking for your services –  this is in contrast to Google Ads, where you’d place an ad based on the search terms someone would use when they knew they needed an accountant –  they’d be in buying mode at that stage.

Facebook Ads are a longer game – you need to raise awareness and build trust through your ads – direct sales are difficult, especially for B2B / service businesses.  In fact the process is similar to business networking.  I’ve met many accountants at the networking groups I go to; networking often works very well for them if they attend consistently and regularly (consistent and regular are the keywords!).  That’s fine if you only want to work with local people.  Nowadays though, with the advent of cloud accounting, you aren’t limited by location, your clients can be anywhere in the country or even in the world.   Let’s look at a few ideas for finding them.

Start With A Video

A video is usually a good starting point when targeting a cold audience (people who’ve never come across you).  Create a short, eye-catching video (no more than 60 seconds)  with one core message that focuses on a particular benefit to a potential client.  Think about the questions that come up most frequently –  what are your clients’ pain points,  how would they feel if you could solve that one thing that keeps them awake at night?  Remember, emotion is the primary trigger that drives us to buy.  
Here’s a whiteboard animation video I created recently for a management accountancy practice. 

Solving those pain points will most likely be along the lines of:  freeing up time so they can concentrate on their work, not doing the books; taking away the untidy pile of paperwork and receipts cluttering their desk or van; removing the stress of navigating the HMRC website on 30th January.  Get the idea?  You are offering them better sleep, less worry and stress, and giving them back precious time to spend with family.  All of these are powerful emotions and when your message resonates with someone, they’ll be far more likely to pick up the phone.

Watching a video requires no commitment from the viewer –  they may well visit your website after watching, but equally (more likely) they may not.  All you need at this stage is for the video to impinge on their consciousness…

and bear this in mind…

a webpage with video is 53% more likely to appear on page 1 of Google

Set Up Your Ad Campaign.

Once you have your video, go into Facebook Ads manager and create a campaign with the Video Views objective.   At the ad set level, choose your targeting –  either local or national, perhaps with a couple of keywords such as “small business owners” and / or “self-employed”,  or other keywords appropriate to the clients you want to work with.

 

Save the audience so you can re-use it in future ad campaigns.  Choose your budget (I usually recommend starting with £5 per day) and select the placements (where you want your ad to appear).

Click “Publish” –  this will take you to the ad level where you will upload your video, write the copy for your ad,  add the URL of the web page you want to send viewers to, and select a Call to Action button (“Learn More” is often a good choice).

You can preview the ad by scrolling through the various placements – when you’re happy with everything, click “Confirm” to start the review process.  This can take anything from a few minutes to several hours – once your ad is approved, you’ll get a Facebook notification (and probably an email, depending on your settings) and the ad will start to run.  Keep an eye on its performance in your Ads Manager dashboard – bear in mind you should leave a campaign for at least 48 hours to “settle” – don’t be tempted to tweak anything during this time.

Here’s a fun animated video I recently created for a bookkeeper. 

Don’t want to do video?  Instead, direct traffic to your latest blog post, making sure it closes with a strong call to action –  and create an audience of people who visit the blog. (see following section)

Further Ad Tactics.

Like I said before, Facebook Ads are a long game –  there are no quick fixes.  Once you’ve raised awareness of yourself / your business, start asking for a small commitment.  Again, this involves some preparatory work, but even if you never run an ad again, doing this now will give you a valuable marketing asset.

Create a lead magnet –  a free, valuable piece that people can download from your website in exchange for their email address.  I know, GDPR…  however, my understanding is that as long as you make it completely clear that by giving you their email, they will be added to a mailing list but are able to unsubscribe at any time – AND you include a link to your GDPR-compliant privacy policy  at the point of subscription – you are within the regulation.   NB please take advice from a laywer if necessary.

Your lead magnet could be a guide, checklist, cheat sheet, video series – almost anything, as long as it’s quick and easy to consume (just a few pages is ideal) and offers genuine value to a prospective client. 

Once you have this organised, you’ll need a landing page on your website with an optin form, to “sell” your lead magnet (making it clear why someone should bother to download).    You can then use this as the basis of a new Facebook Ad campaign, sending traffic to the landing page and gaining new email subscribers (and website visitors for your custom audience) and boosting awareness further.  The audience for this campaign could either be people who watched your video (if there were a good number) or a new audience with different interests / demographics to your first one.

Ready To Get Started?

Are you inspired to get Facebook Ads working for your business?  Most accounting services have a major digital component these days,  so it makes sense that your digital marketing and advertising should keep pace.  Done properly, Facebook Ads are an efficient, cost-effective route to gaining new clients and keeping engaged with current clients.

Already tried ads?  Let me know in the comments how they’ve worked for you!

Need help?  I have several solutions:

In-depth video tutorial (1 hr 20 mins) – Facebook Ads For Beginners

Pixel Installation – Free Cheat Sheet

Pixel and Custom Audience Setup – install pixel and set up 3 essential custom audiences (message me for setup)

One-to-one training (in-person or via Zoom)

Done-for-you campaign setup and management

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Copyright © 2019 Naomi Jane Johnson t/a Purrfectly Social
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