My secret to winning the content marketing game.
Before we get started today, I want you to ask yourself a question: are you using Facebook ad strategies for 2019, or for 2016?
It’s a completely different game these days but a lot of us haven’t got the memo yet. If somebody’s telling you that you don’t need to build an audience, run in the other direction. The truth is, you need to be building an audience more than ever if you’re committed to staying current in the long run.
Gone are the golden days of dropping $100 a day on ads and getting leads for a dollar that would then come back and complete their purchase within a day. Today, it’s about fighting for visibility and providing value through content marketing to create a relationship with clients.
So how do we do that?
I found a survey where 1,000 marketers were asked, “What is the biggest thing people should be incorporating into marketing strategies for 2019 and beyond?” and the overwhelming response was content marketing.
Content marketing used to be more of a fun afterthought. Companies would go, “Oh yeah, we need a few posts on Facebook.” and throw something together and that did the trick.These days, in a market so competitive, our customers’ newsfeeds are being flooded with content from our competitors so we have to work to rise above the crowd.
Content marketing is an essential to success on Facebook. You need to know how to use incorporate it into your advertising consistently so it becomes more than just an odd post here and there but a vital tool for building an audience that actually knows, likes and trusts you.
Back in 2016, we used to never see the face behind a company. It was before video marketing became a big thing, before Facebook Live burst into the newsfeed. Today, we see the influencers. They’re accessible, we can communicate with them and ask about their product in just the click of a button. It creates a direct link from client to creator where all the people that used to exist behind the scenes are visible, like they’re just within our reach.
Now, I’m going to share an epic little content marketing fail. It was back when Joan Rivers had just passed away, about two weeks after. The world was in the middle of mourning her when suddenly she sent out a tweet from the other side about how good her new mobile phone was.
It had all these fantastic features – including being able to communicate from the other side, apparently.
Biiiiit of a fail when it came to content marketing. Really highlights the importance of scheduling content properly and staying on top of it – which is something I’m very passionate about.
Scheduling is a vital element to success, however you need to know how to do it right and say the right things on the right platform, otherwise you can end up with some (albeit hilarious) blunders like the one I just mentioned.
This means thinking about how you can differentiate between what goes to Facebook versus LinkedIn. What makes a great tweet that wouldn’t be so hot on Instagram? Stuff like that.
You may be reading this and feeling like the whole idea of creating content sounds like a nightmare. Who’s going to be sitting around writing all these different pieces for all these different platforms?
Not all of us have $20k a month to blow on a team to be creating content for us around the clock. So what do you do if you don’t? How can you stay relevant? How can you even show up in people’s newsfeeds when it’s just you running this ship?
Take a deep breath.
I developed a system for people just like you, who love the idea of content marketing but also have a business to run and a life to live and can’t just afford to drop everything and write articles all day.
Here’s what it is:
It’s called The Visibility Code, and it’s what I’ve been using for years and the same thing I tell all my clients to do. It’s a great tool to reach your ideal clients on they platform they prefer without having to be creating content around the clock.
All it needs is one video. Traditionally, a Facebook live is the best way to do it because the algorithm pushes those into the newsfeed more and more. But, if you’re a busy person like me, it might be a better idea to record your videos in batches so you can get ahead of schedule.
If you were to record 4 or 5 in a batch, they’ll be done in no time and then you can go on to generate a month’s worth of content from them just like that. That month is taken care of, you can rest easy knowing you’re doing the right thing and then occasionally go live in one or two minute videos when you have time to keep up that engagement and compliment your main marketing strategy.
Now, for the awesome part.
Once I have a video, I then repurpose it onto about nine different platforms and at least 30 different pieces of content. The video itself can go on Instagram TV (as long as it’s under ten minutes) as well as LinkedIn, YouTube, Facebook. From that one video, you’re already reaching clients on at least 4 different platforms.
The next step is to get that puppy transcribed. I use Rev.com, which is a gamechanger since they only charge $1 a minute for transcriptions that would take me hours. I send it to them and receive a transcription as well as the .srt files, which provide captions for the video.
Now, this is where the magic happens. If you have somebody on your team that’s great with copy, they can break that transcription up into a multitude of content pieces. Just a couple subtle edits to the transcript and voila! You’ve got yourself a great blog post.
Then a couple more edits to that blog post, and boom! An article that can go straight to Medium or EzineArticles (or whichever publisher you’ve been dying to submit to but just haven’t got around to it yet).
But it doesn’t stop there.
The copy can be repurposed and cut up into social media content. A little snippet here and there on LinkedIn, some tweets, a few Instagram posts. You can even extract some of it for an email that sends people back to the blog post.
Suddenly, from just one video, you’re looking at endless possibilities to reach customers in their native habitat and start working on that vital relationship of providing value and building trust.
It’s such a powerful strategy and a MUST for your marketing plan for 2019. As people see you and interact with your content, they’ll go, “I want to see what this person’s all about.”
They check your website, and bam! You’ve got them in your retargeting audience. Then your content starts appearing in their newsfeed and they think to themselves, “That’s funny, I just saw them on LinkedIn and really liked that article, and then checked their website and now they’re here. Isn’t that strange?”
That’s the beauty and people of Facebook. It simply can’t be ignored.
Now, let’s compare this to the 2016 way of running things. If you’re doing a conversion campaign alone to cold traffic, it’s going to cost you a lot of money because your clients haven’t welcomed you into their circle so are harder to reach. You’ll pay more for each opt-in and they might end up being duds anyway since you haven’t proved your value.
Chances are, they’re not going to convert, or probably even open your emails.
Now, we’ll pivot back to 2019 thinking. You’re generating content, giving it to your copy person, repurposing one video into a whole plethora of pieces. Your audience begins to know you. They’re using to seeing your face and hearing what you have to say. Eventually, they’ll grow to trust you as an expert and will be a thousand times more likely to opt-in because you’ve been proving your value for weeks.
The key difference here is the quality of your leads. By just pouring money into a funnel, you show up in their feed as a pest to be ignored. By spending time nurturing leads and providing quality content that actually helps your clients before you’ve even approached them with the prospect of a sale, you’ll go into it as a trusted friend.
It’s true that people buy from people. But even a thousand times more true that people buy from people they know, like and trust.
This is your key to building that truth and familiarity so you can stay front and center while you progress them along an invisible funnel. They don’t even know it’s happening since you haven’t asked for an opt-in or email – to them, you’re just a friendly face providing some great information.
This is the real key to setting yourself apart from your competition in 2019.
It’ll set you up for success in the long game instead of wondering why your ROI keeps dropping and your customers want nothing to do with you.
You need to invest in not only building an audience, but a tribe. You need to invest in drawing them to you willingly, rather than forcing your ads down their throat until they block you.
I hope you found this useful! From here, it’s a matter of sitting down and brainstorming how you can provide value to your clients in a video and then setting up a schedule for when you’re going to record, edit and post the content you’ve created.
Don’t let this slip through the cracks. Make your first video and chop the transcript up into content. Release it weekly with some ad spend behind it so it gets seen. Then watch as your retargeting audience fills up with your ideal clients and enjoy the feeling of approaching leads with your head held high instead of your tail between your legs, begging for their attention.
My name’s Jody from Social Charlie & I’m passionate about helping Facebook marketers smash their goals and build tribes of people who actually want to be there. If you’ve got any comments or questions about The Visibility Code, feel free to leave them below. Otherwise, I’ll talk to you next time.