What’s Your ESP?

What’s Your ESP?

Not sure? Here’s how to find out…

What did you think when you saw “ESP”?  Extra-sensory perception?  That’s certainly the common use of the abbreviation.  Or did you wonder if I meant “USP” – unique selling proposition?

What I’m going to talk about has nothing to do with the supernatural (well, maybe just a little) –  and it’s definitely related to your USP – but with a clever twist.

ESP = Emotional Selling Proposition.   What on earth does that mean?

Marketing – it’s all about emotion.

Every business needs clients, customers or whatever you prefer to call them – the people that buy your products or services.   These people don’t care what you do.  All they care about is how you will solve their problems.

I’m a scientist, so I like scientific explanations –  here you go:

There are three sections to the brain:  outer (new), middle, and reptilian.

The youngest part of the brain is the outer layer. It is responsible for such things as processing the written language, complex thinking, calculating, and rationalizing your decision.

The middle section of the brain processes emotional responses.  It gives you a gut feeling on your decision.

The oldest part of the human brain is the reptilian area (known as the amygdala)

The amygdala is responsible for instinct and survival.  Its main focus is to avoid pain – you’ve heard of “fight or flight”. This area makes our decisions.

The brain accounts for only 2% of our body weight, but uses 20% of the body’s energy.  Our bodies are optimised to conserve energy – hence the brain will only activate all its regions when it’s a case of survival –  and avoiding pain…

When writing marketing copy, creating graphics or videos, we need to think about what drives a customer to buy – and crucially, what initially attracts their attention.  We need to get the reptilian brain activated!

Accentuate the…. negative??

You’d think focussing on the positive aspects of your product or service would be the best place to start, wouldn’t you?

You certainly need to do that, but NOT at the beginning of your marketing piece.  Remember “fight or flight” and the reptilian brain?

Start with a negative.  Focus on the pain – not necessarily physical pain, but the bad feelings someone might have when they NEED what you offer.

Start by asking a question like “Are you struggling with xxxxx?”

Then;  “When you work with us, you’ll feel relieved because xxxxx”  (that’s the simplified version, you’d want to flesh it out a bit!)

Negative emotions are the most powerful trigger to the reptilian brain.

Your Ideal Client

I’m sure you’ll know what I mean –  you’ve probably heard countless times that you can’t market to everyone. Try to do that, and you end up attracting no-one.

Looking at this from an emotional standpoint, it becomes a bit more straightforward than the usual method of researching and creating a very specific “avatar” –  although it’s definitely still a good idea to do that.

When you think about your prospects (potential clients), what are they struggling with right now?  What would they do anything to fix?  Crucially, what EMOTIONS are they experiencing in their current situation?

Worry? Fear? Panic? Stress? Frustration?

Identify the problem and demonstrate the solution.

Almost certainly they will be feeling one of those negative emotions – which is why they are looking for a solution.  Your job is to identify this and describe exactly why your product or service is the answer. 

The way you do this is to start by portraying the negative emotions.  Think about the questions you’re most commonly asked, and imagine the emotions that prompt those questions.   As an example, an accountant might say “Are you feeling frustrated because you’re paying too much tax?”  or “Are you confused over who you can claim as a dependent for tax purposes?”

Now, offer a bit of reassurance –  show them you understand their problem completely.   And then demonstrate how the problem will be solved when they buy your product or service, by portraying the positive emotions that will result:   relief, peace of mind, sleeping better – and so on.

Finally, tell them what to do next (the all-important Call To Action that is so often forgotten).

When you follow this process, you’ll find marketing a whole lot easier because you’ve identified your ESP!

Your prospects will feel able to trust you –  you’ve demonstrated that you understand exactly what their problem is and shown them a simple solution.   Now it’s your responsibility to follow up and close the sale.

Putting it into practice…

Here’s another thing about the amygdala… because it’s the most primitive area of the brain, it responds in a primitive way.  Our ancestors were hunters – their survival depended on quick response to any threat (that fight or flight thing again!)    Threats tend to move – think sabre-toothed tigers…

What I’m getting to is that the human brain is hard-wired to respond to movement.  What moves and can be used in our marketing?  Video of course –  and let’s not forget gif images.  There’s a lot more to gifs than those silly ones you see on social media –  they can be a great promotional tool for your business.

I hope this has given you a few ideas and ways to improve your marketing strategy.  As always, I welcome feedback so please feel free to leave a comment below.

Need Help?

Want a bit of help identifying your ESP?  Book a 15 minute free, no-obligation call with me HERE.  We’ll explore the emotions your potential clients might be feeling, and discuss your solutions.

Or ask me about a bespoke whiteboard explainer video for your business that focuses on situations and emotions, ideal for getting your prospects excited about working with you.

Here’s an example:

Did you know that gifs could be used to promote your business?   They are image files, so they’re really easy to share on social media, embed in emails or even add to your website.

is your marketing boring?  

Ask me about having one created for your business.

Why not say hello on my Facebook page too? 

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6 Reasons You Need Content Marketing To Build Your Business

6 Reasons You Need Content Marketing To Build Your Business

Why content marketing?

You’ve probably seen the term everywhere in the last few years, but do you know what content marketing is?
The Content Marketing Institute defines it thus:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

There are several ultra-important words in this sentence – my picks would be: relevant, consistent, attract, audience, profitable. 

What does content marketing actually involve?

Most small businesses with an online presence have at least a vague idea of the concept of content marketing. In practice, it’s the process of publishing e-books, videos, articles, images and any other type of content online to market a business or product.

There are a couple of problems, though. Much of the content marketing advice you’ll read online comes from digital marketing agencies, and it’s often overwhelming for a small business that doesn’t have a marketing team. How on earth are you supposed to pump out all those videos and e-books when you’ve products to sell and customers to keep happy?

In a fit of enthusiasm, you create a PDF and then post about it a little on social media. This doesn’t work, which means you don’t get the results you expected and – understandably – you now feel despondent about the whole idea of content marketing.

But the bottom line is that content marketing IS important and well worth getting to grips with. Let’s look at some of the reasons why:

Great content is valuable for SEO.

These days, search engine optimization has to start with quality content. True, you still need some keywords and backlinks to your site to do well in Google searches, but the days when just keywords and backlinks worked are long gone.

Google is pretty smart these days – it understands questions and longer phrases, so a long string of keywords at the bottom of your web page won’t help, and could actually get you penalised.  I’m amazed that some websites still have this – and “keyword stuffing” just looks so obvious and unnatural!

Google also looks at other factors such as your social media activity, and the relevance of your content. By that I mean how good you are at answering questions that people are asking – and searching for the answers – in Google.

Content brings you traffic.

You need content to encourage visitors to your website, for example a Facebook page post or an Instagram image. Then you need content to let them get to know, like and trust you. Posting regular blogs and videos will be a valuable contribution. If they like what you publish, they’ll come back for more.

It’s an ongoing process; you need to be publishing content such as social media updates on a daily basis, or several times a day – and blogging regularly (I’d suggest at least once a month, but find your own comfort level).

Ideally,you should be creating other types of content such as videos, slideshares, infographics regularly too. Don’t forget that one piece of content (e.g. a blog post) can be repurposed into other forms such as video, slideshare, downloadable checklist etc.

When you understand how to extract the maximum value from your content, it won’t seem like such hard work.

Content brings you leads.

 Once you’ve captured attention with your content you’ll need more to generate leads. You can do this by exchanging a useful checklist or guide (yes, this is content too!) for your visitors’ email addresses. Think about the questions that your clients ask you most frequently, and create a guide, checklist or cheat sheet that answers these questions – all you need is a Word document, made into a pdf and uploaded to your website.

Set up your email software to deliver this as a download when someone enters their email address, and bingo – job done and a new subscriber on your list.

Content builds trust.

There are millions of websites out there, why should anyone buy from yours? You need to make a connection with your visitors, to show you understand them and can be trusted to deliver exactly what they need.

Guess how you do that? Yes, with content – relevant content that answers their questions and addresses their concerns, making you the go-to person in your niche. When that happens, watch your business become profitable!

Content grows your brand.

If your content has a consistent message that’s congruent with the rest of your business then your content will tell the world about what you do, how and why.

People will be attracted to you because your message triggers an emotional response, making them feel “I need this”. Quite simply, emotion is the fuel for every successful marketing strategy. 

Content helps you sell.

There is an art to writing product descriptions and articles that sell. It’s all about emotion! But to make your sales content work at its best you’ll need to deliver it to your audience when they are 100% ready to buy. How do you know when that is? If you’ve been nurturing and tracking their progress using content marketing, then you’ll have all the information you need.

As you can see, there’s a bit more to content marketing than posting on social media and updating your website a couple of times per year. If done well it can bring you traffic, leads and sales. Are you ready to get started? 

Questions?  Post them below!

Ready to get started?

All types of content are essential to marketing these days but it’s time-consuming to create those images and videos if you’re new to the whole concept of content marketing.

Take a look at my done-for-you Brilliant Business Bundles that give you eye-catching graphics and videos for your website and social media, as well as help with setting up your Facebook Ad campaigns.  They’re designed for busy business owners just like you, to save you lots of time and effort!

Why not say hello on my Facebook page too? 

Blogging is another essential content strategy – if you’ve not started blogging yet, or maybe you’ve been blogging for a while but there are aspects you don’t understand, or you’re not happy with the way your blog looks – my blogging support package Be A Better Blogger  will definitely have something to suit your needs –  why not take a look now?

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Blog Like You Mean It (And Keep Your Readers Coming Back)

Blog Like You Mean It (And Keep Your Readers Coming Back)

21 Ideas To Supercharge Your Blog Posts

The more you blog, the quicker you’ll become at writing effective, impactful posts that readers love and want to share.
Here are 21 ideas and tips to help speed up your blog writing process.

Try these tips for better, faster blog post writing.

  1. Eliminate Distractions.

    Close Facebook and other social media. Don’t be tempted to check email.  Put your phone on silent. Shut your home office door, if you can.
    Try to pick your ideal day of the week and time of day to write – for example, Wednesday at 9:30, when you’ve got that freshly-made cup of coffee sitting on your desk, the kids are safely in school and the dog is fast asleep.
    And make that time slot sacred: You’ll be amazed at how easy it becomes to start writing creatively, when it’s a weekly habit.  Of course, you don’t have to blog weekly – monthly or even less frequently is fine, as long as you don’t go months without writing.

  2. Keep It Short.

    One idea per blog post will easily fit within 500 or so words. (If you find yourself passing 750 words, you’ve got two or more ideas – split them up!)

  3. Re-use and Recycle.

    Do you have any old articles you’ve written? Reports? Blog posts that never got off the ground? Put them to good use and re-purpose them into new blog posts. Here’s how…

    • Go through your piece of old content and use highlighting to isolate individual ideas
    • Pick one
    • Write a short post (no more than 500 words) on that single idea alone
    • If you do this for an entire document such as a report or even just a longer article, you should have a great batch of related blog posts in an afternoon!
  4. Write about what you know.

    Your biggest problem, if you stick to subjects you know off by heart, will be keeping the word count down! (See Idea # 1)

  5. Write first, research later.

    This tip fits with Idea # 3. When you’ve finished your post, re-read it. You’ll know if you need to expand on a statement with a line or two of research to add credibility to it.

  6. Write first, find images later.

    If you start looking for the right photo in the middle of your blog post, it’s far too easy to become distracted by pages full of wonderful visuals as you scroll through your favourite image site.

  7. Share a gem.

    If you discuss a fascinating fact, helpful link, hidden shortcut or little-known resource, you won’t need to write pages and pages! All people will see, want and grab is that one golden nugget.

  8. Use a screenshot or video.

    If your post sharing that amazing resource doesn’t quite make the magic 500 words,  boost interest and value by adding a screenshot or a screenshare video, showing some aspect of the resource that’ll make the reader want more.

  9. Start at the end!

    (aka reverse engineering) One trick widely used by professional bloggers is to write a conclusion first. Then write the introductory paragraph and several bullet points leading to the conclusion.

  10. Leave your reader keen to discover more.

    It’s better to leave your readers wanting more than bore them with pages of weighty research or – even worse – your unedited, in-depth opinion. (Think “teaser”).

  11. Create a series.

    This is a great way to break up a lengthier topic, dealing with it point by point.  Your readers will be eager for the next instalment!

  12. Dig out that never-used PLR bundle.

    If you’re like the majority of business owners who spend time online, you’ve bought PLR (private label rights content) and never got around to using it (my hand is raised here!) now is the time to dig it out and use it. Reword, move things around, or just use as the basis for your own ideas.

  13. Keep an Idea Jar.

    -either a literal one (I’ve seen people with these on their desk) or a document on your desktop or phone. Every time you think of a new idea,  drop a post it note into the jar, or update your Blog Post Ideas document.

  14. Pick a keyword.

    This is important! Similar to the Idea Jar, keep a keyword list or Excel spreadsheet. This numbered list should contain keywords that are evergreen – ones that will never go out of date for your niche.

  15. Use online tools.

    Try answerthepublic.com and contentideagenerator.com for blog topic ideas – you’ll be amazed at some of the suggestions. And the grumpy man on answerthepublic will make you smile 😉
    Not all the suggestions will be appropriate, but you’ll certainly find something of value –  these tools are great to try when you feel totally stuck.

  16. Set a timer.

    If an idea hits you, just write the post (not while driving -that’s when I often get lots of ideas)! But before you begin, set your phone timer for a short period of time (no more than 15 minutes)
    If the timer goes off before you’ve finished, save your post into a folder called “In Progress” (or whatever name works for you). Go back to your regularly scheduled work. Much later – perhaps even weeks later – dig one of these semi-completed blog posts out, when you need to come up with an update for your blog (or for a client, if you’re a content writer).
    Finishing a half-written blog post is much easier than thinking up an entirely new one. It will feel like cheating – and you’ll gain lots of practice in self-discipline and  writing faster by using the timer. Basing your post on one single keyword can help you focus and streamline each post.

  17. Write (something) daily.

    Nothing speeds up writing time more than getting into the habit of writing. Daily is good – social media posts count too, but make them meaningful! One blog post a month is better than none – but why not make it 2 or 3 posts?   It’s fine to keep them short (up to 500 words), although longer posts (over 1000 words) are also worthwhile occasionally (Google values longer blog posts).  However you tackle it, regular writing is good for self-discipline!

  18. Use a template.

    -especially if you’re writing reviews. It’s not always easy to write a short review post. In fact, many times you will get better results if you write in more depth, but using a template helps make the process relatively painless.

  19. Stick to a basic structure.

    If you don’t want to use a template, make sure you learn the basic structural elements of a strong blog post:

    • A beginning paragraph that makes a statement and promises what the reader will learn
    • At least two or three middle paragraphs that expand on the premise
    • A summary to bring your post to a strong conclusion
    • A call to action, encouraging comments or click-throughs from your reader – it’s so important to tell people what to do next.  I see so many bloggers write a brilliant post but forget to include any calls to action…
  20. Don’t edit as you write.

    Doing the latter is the surest way to:

    • Take the momentum out of your writing
    • Go off on a tangent
    • Lose the conversational feel and immediacy of your post (side note – don’t use jargon and technical language, write as if you were explaining the subject to a friend)
    • Undermine your own confidence
    • Prioritise layout, spelling and grammar above your vital message
    • Throw off your pacing (story flow)
  21. Create a plan and use a blogging calendar or schedule.

    Brainstorming and planning all your topics for the month ahead is a wonderful way to get you into the habit of writing,  and will speed up the whole process (try this for a useful calendar) Knowing your post topics ahead of time also helps you to:

    • Grab a great graphic whenever you come across one
    • Note any useful research links
    • Mull topics over in your mind
    • Seize the opportunity to ask questions of experts
    • Read related material

Final Thoughts

Do use sub-headings (H2, H3 etc in HTML terminology) and/or a few bullet points, if your blog post is over 350 words long. Sub-headings and bullet points break up the text, helping the reader feel that your post is easier and quicker to read.

The outcome of following this method means that all the fiddly stuff is done in advance.

For example:  you are browsing online, looking for graphics for today’s posts. While checking out the “People” category in your favourite photo site, you come across a photo of a small girl in a lilac dress, holding a posy of violets.

You realize this photo is the perfect illustration for next Wednesday’s post on “Styling Bridesmaids For Your Wedding”. Download it, edit, add text, your logo etc – and save it. Your photo will be ready to instantly drop in and go.

I know from personal experience that image editing can take quite a while, so the more you’re able to streamline this process, the better!

Even if you don’t use every one of these twenty-one speed tips for blog post writing, adapt as many as you can. Writing blog posts efficiently and quickly is mostly a matter of habit and practice. And the best part is… anyone can do it. Yes, YOU can reduce your post-writing time.

Try it and see!

Over To You

I hope I’ve encouraged you to write more and better blog posts. I’d love to see some of them –  why not share in the comments,  or message me on Facebook.

Need Further Help?

If you’re not blogging yet and you’re not sure about the best way to get started,  message me and we’ll chat.  Maybe you’ve been blogging for a while but there are aspects you don’t understand, or you’re not happy with the way your blog looks?
Just ask, I’m here to help 
🙂

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Unsubscribe at any time by clicking the ‘unsubscribe’ link at the bottom of every email. Your details will be stored in my email marketing software but will never be sold to third parties. For full information on how your data is processed, please see the Privacy Notice.

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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