Wondering how some people rise above the noise and get a high following on their social media accounts? Let me show you how I grew Gavin Lira’s account from 12 followers to 18,000 using the “Facebook for a Dollar-a-Day strategy.”
How I Grew Gavin Lira From 12 Followers to 18,000 Using the Dollar-a-Day Strategy Read More »
If you are a local service business or sell through relationships, but don’t have a Facebook public figure page, you’re missing a CRITICAL component. Why a Public Figure Facebook Page? Your personal brand is your most valuable asset. If people begin to see you as an authority in your field, you won’t have to reach out to get customers; they’ll come to you. One of the best tools for growing your personal brand is a Facebook public figure page. In addition to looking more official, a public figure page offers these advantages over a personal profile: Remember, personal branding comes from expertise in your field. If you don’t have something to teach, you won’t get engagement. To effectively use a public figure page for personal branding, you need to specialize in something. It’s fine if you don’t know everything about your chosen topic now; just make sure you’re willing to learn and that your specialty relates to your overall goal. If you’re wondering what to sell on your public figure page, the answer is, well, nothing. You don’t need to have a product ready; you just need to have content to deliver and a personal brand to grow. Build your brand now so that when you do have a product to sell, people will trust you enough to buy. Do I Need a Facebook Public Figure Page if I Already Have a Business Page or Personal Profile? A business page promotes what you sell, while a public figure page shows who you are. Most people in business should have both types of pages; exceptions may be realtors, freelancers, or artists who use their individual name as a professional title and already have a business page associated with that name. For example: Use a public figure page (which differs from your personal profile) to share professional stories that help people get to know you as a businessperson, not as a friend. For example, you might share 1-minute “why” videos (discussed later in the article) about events that have shaped you, what you believe in, etc. How Do I Use a Public Figure Page in Concert With My Business Page? From your public figure page, boost 1-minute videos that align with the mission of your business and help people understand your why. Viewers who buy into your mission or why are likely to consume more personal stories, customer interviews, articles, and blog posts that demonstrate your expertise. Provided you have your custom audiences set up correctly, you can then remarket to those viewers via ads from your business page that promote your products and services. Now let’s look at how to set up and use a public figure page to build your brand. #1: Create Your Public Figure Page To create your page, go to Facebook’s page creator and select Artist, Band, or Public Figure. Next, select Public Figure from the Category drop-down menu, type in your name, and click Get Started. Your new public figure page then appears. In the upper-left corner of the page, click Add a Picture to upload a professional-looking headshot. You want to choose a high-quality image to represent who you are online, so consider hiring a professional photographer to take your photo. You can use this photo as your profile picture across all of your platforms. Next, click Add a Cover to upload a cover photo or cover video. #2: Connect Your Page and Ad Account to Business Manager Follow these steps to claim your page in Business Manager (and set up a corresponding ad account) so you can start boosting posts and running ads. Create a Business Manager Account You need a Business Manager account, so create one if you don’t have one already. Log into the Facebook account you used to make your public figure page and go to https://business.facebook.com. Next, click Create Account and enter your business name. Then type in the name you want to use for Business Manager and your business email for notifications. Click Finish to create your account. Claim Your Page Now you need to claim the public figure page you just created. Log into Business Manager and click Business Settings. On the People and Assets tab, click Pages in the left menu. Click Add New Pages and choose Add a Page from the drop-down menu. Type in the name of your page or URL, and click Add Page. Great! You’ve claimed your page. Set Up an Ad Account Next, you need to create an ad account to start running ads. In your Business Settings, click Ad Accounts on the People and Assets tab. If this is your first ad account, you’ll see a page that prompts you to claim, request access, or create an ad account. Click Create a New Ad Account. Enter your information and click Create Ad Account. After you create your ad account, go to Business Manager and you should be able to access both your ad account and claimed page. #3: Install the Facebook Pixel on Your Website The Facebook pixel is a piece of code that you install on your website so you can track audience activity and ad results. To install the pixel, go to the Ads Manager and select Pixels from the Assets column. On the next page, click Create a Pixel. Enter a name for your pixel and click Next. Now choose how you want to install your pixel code. You can either use a tag manager tool that supports a Facebook integration, or copy and paste the code to your website. If you’re manually installing the pixel, the next screen lets you copy the required code. Just click in the code box to copy it. From here, insert the code in the header tags of your website. Once you’ve set up the pixel, it will track activity from your website or app so you can retarget website visitors. You can also determine if your Facebook ads are driving conversions. #4: Build Credibility With Your Content Now that you have your public figure page set up, it’s time to start publishing content that demonstrates your expertise. Produce a “Why” Video Create a “why” video that explains your mission and what experiences led you to it. If people know what you stand for, they’ll be more likely to follow you. You don’t need fancy editing software or
How to Create a Facebook Public Figure Page and Why You Should Read More »
GoPro has a free app that generates snazzy video clips. This has nothing to do with having a GoPro. These are pictures and videos stitched together from my phone over the last 24 hours. Sharing 15-second stories and one-minute videos are so key to pleasing the Facebook algorithm. What do you think? Check it out, here.
This will help any local business, not just assisted living facilities trying to rank in map results. Find out which of these issues may be affecting your SEO. https://www.facebook.com/102250167970438/videos/454266528852862/UzpfSTE4ODExNjI5OjEwMTAyNTE2MDA4MjM2MzA5/
Want to see how I analyze website performance and local rankings? Read More »
Let me explain what you really need to know, so you don’t accidentally harm yourself or use “tricks” that burn out.
Why the mystery around Facebook CBO (Campaign Budget Optimization)? Read More »
How do you think it performed? Some people might say that $135 to generate just one click was a big waste of money. Others might note that I reached 14,000 people works out to a $9 CPM– $9 to reach 1,000 people, which is about average on Facebook, boosted post or not. And still, some will say that the 10,700 interactions work out to just over a penny per engagement– potentially good. The real answer is that you don’t really know until you can map it all down to the business result– the call, store visit, or sale. Use diagnostic metrics to troubleshoot why you did or didn’t hit the business metric. But START with the business metric first, then tree down to secondary diagnostic metrics– not the other way around, like most people do.
I’ve been spending $2 a day boosting posts on Facebook Read More »
I got this email from Facebook wanting to schedule a call, showing that Facebook is trying to improve. Then, two of the biggest personal brands on Facebook (you would know their names) also reached out to me for help because their accounts were disapproved with no reason and no warning. They’ve spent millions in the last few months and are folks you’ve seen coaching world leaders and athletes. But even they are frustrated from getting banned while having no recourse. Just canned, generic messages about how they violated Facebook ad policies somehow— and that this is final. I feel awful that these and hundreds of folks are getting their livelihoods cut off. If the big boys struggle, then what does that say for the little folks? I used to be able to reach out to Facebook for help, but Facebook didn’t like me using my contacts for non-clients. And since then I’ve gotten flooded with thousands of people asking me to personally intercede. So I wrote this article on what to do about it. PS— when I audited the ads account of a major figure yesterday, I found thousands of ads in there, which is way, way, too many— even for a million-dollar spend. Simplifying account structure is key not because there’s less risk for disapproval, but because the algo prefers this.
One of our clients (a hotel chain) asked if they should run untargeted ads (the entire United States) to let the Facebook algo figure things out or run against smaller audiences first. Here’s what I advised: Yes, you want to let Facebook do the “heavy lifting” for you.If the objective is conversion, you want to give the algo a general push in the direction by using custom audiences and high-quality targets before unleashing large lookalikes or running untargeted. We’ve seen some accounts go straight to untargeted (all US or multiple countries) with success, but the CPA is often higher during the learning curve as Facebook is figuring out who is buying (50 conversions per ad set per week). We also like to warm up audiences and then remarket to them with conversion ads, instead of running cold audiences straight to conversion– as the penalty of negative feedback and low engagement is getting higher.
For years, businesses have struggled to understand how to use video to drive sales. What do you think?
Facebook launched a site to make stories that sell Read More »
The $ 1-a-day strategy works stronger than ever. The harder the algorithm is penalizing losers, the harder it’s rewarding winners at the same time. So increasingly, you’ll see two camps emerge… 1) People who see ads costs go, complain, and get forced out of the game. 2) People who see massive engagement that leads to multi-touch, profitable conversions across multiple channels. Short-form video is the key ingredient, so get super cheap mid-funnel engagement. I still see clients in many verticals (not just media, sports, and entertainment) get $2 CPMs on boosted posts, while some folks who run conversion ads on cold traffic are at $60+ per thousand impressions. Next, we need analytics to trace those touches all the way through to the conversions that then occur via Google, email, in-store, word of mouth, and so forth. 99% of Facebook advertisers don’t know that all reporting is the last click– meaning that assists get zero credit. You have to choose attribution models within Google Analytics and Facebook to see how channels are working together. Even the more sophisticated buyers think that choosing between 1/7/28 day view/click is attribution– not realizing that this is merely choosing the data input, which is NOT the attribution method (how to award conversion credit). So even with killer video, without smart attribution (analytics), they will declare failure on the very ads that are actually driving sales, while putting more burden on the last touch ads. The effect is a downward spiral that results in more pressure on cold audiences to convert– causing positive/negative engagement to go out of whack, CPMs to shoot up, and then complaints. These same people like to say that “boosting doesn’t work”– because their measurement is wrong and they’re trying to instantly convert on every touch. Some have realized that when you run reports a couple of weeks after a campaign, attributed conversions go up or that by uploading offline conversions, they were missing out on tracking conversions that got hidden by the Apple cookie issue. In 2020, you’ll have to decide which of the two above camps you want to be in.
600 likes for one dollar Read More »