Google AdWords vs Facebook Promoted Posts, which to use when? There are a million thing you can spend your money on when it comes to online advertising, but today we’re going to talk about the two behemoths. Google versus Facebook. Google AdWords and remarketing or it’s also known as retargeting, versus Facebook promoted posts and display advertising.
Let’s start with google first. It’s the most mature platform, and it’s really a cool platform because people go to google with intent, they go with the intent of solving a problem or doing some research, they are taking action simply by being there, and once they found the solution they’re looking for, they intend to take action. So, if your Google paid search Ad responds to the query that the prospect has made, and the landing page really brings it home, they have more greater likelihood of converting, because they intend is to take action, cool.
Now, google remarketing, google retargeting, once the prospect lands on your website, it places a cookie on the browser, and then your ads follow your prospect all around the web. There is good news and bad news about that, the good is that they’re seeing a lot of your ads, the bad is they rarely click them, display ads are traditionally the poorest performing ads online. So, you’re not going to necessarily keep them back to your site, but if you keep your expectations that this is a really great and inexpensive form of branding, you’re good.
So, that’s Google paid search and remarketing or retargeting. Let’s take a look at Facebook. Facebook is a different creature all together, people go to Facebook to check up on their communities and their friends, so when you advertise, it’s largely interruptive, you’re interrupting their intend, they want to check up on their friends and there you are, Bam, you’re the price of free, you’re interrupting them. But, the cool thing about Facebook is that it allows you -because we’ve given them permission- they know everything about everyone, and it allows marketers and advertisers to go in and super micro target special interest, all kinds of groups. No other platform is so powerful in term of targeting. So, Facebook is really great for expanding your brand to folk who don’t already know you, just don’t have high expectation about them taking action, remember, you’re interrupting their day.
Display advertisement in Facebook is largely the same, so we think about it, and I’m saying on both sides very generally, there are people, groups and businesses that can do quite well advertising on Facebook. But, in general, given its interruptive nature Facebook is really more of a branding tool than a tool that actually gets conversions in the that you can really get conversions from AdWords.
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Elevator pitches! For those of you who are unfamiliar with the concept, let me explain it, it’s a good one. You’re on the 14thfloor of a skyscraper, you step into the elevator and the doors close, then you go down one floor, and on the next floor the doors open and in walks the perfect prospect, that’s they guy you want to close. He walks in, he stands next to you, and you have exactly 13 floors to the lobby to explain to him what you do. That’s an elevator pitch, and if you’re in a high-speed elevator, you have to talk fast.
But what happens with people in elevator pitches is that because they know they have to be very short, and condensed, and tight, they tend to use a lot of insider lingo, insider market lingo and acronyms that really make the elevator pitch only comprehensible to that one perfect prospect or to a finite group of people even inside their client companies. Now, I have always said that you really need two kinds of elevator pitches, the second is what I call the Family Party Picnic Pitch. Can you say that three times fast?
Now, for the Family Party Picnic Pitch, you need a pitch that explains what you do to aunt Sophie. Now, just because she’s old and you know, a little grey, doesn’t mean she’s a dummy. She wants to be proud of you, she wants to brag about you, she wants to talk about you when she plays Canasta with her friends. How would you explain what you do to aunt Sophie? briefly, without talking down to her, making her understand what you do, and sharing the excitement you have about your job and what you do about your company, and what it does, and its purpose. Sharing that with enthusiasm with aunt Sophie, so that when aunt Sophie goes to her Canasta party she can brag about you and tell all of her friends around the table what you do, and why what you do is so great. That’s the Family Party Picnic Pitch.
Okay, you may say “Really? Aunt Sophie is not going to get me any business”. I wouldn’t bet on that, aunt Sophie has friends and they’ve got kids too, and some of them are good looking, you never know what could happened. But alright, what’s my point here? This is the deal; if you can explain what you do to aunt Sophie, the you have just broadened out what you do, your explanation, your pitch, to the entire committee you’re selling to inside your client companies. Why is this important? Because that committee has gotten larger over the years, and there are people in that buying committee who do not understand exactly what your company does, and they are often the guys who sign the checks. They need to know too, they need to know what you’re doing, and they need to know without all that extra lingo. That’s really important.
You’re also explaining it to your employees, because your employees have families too, and they want to be proud of the company they work for, they want to share what they do with enthusiasm, they want their family members to tell other people about the great things they’re doing, and they can’t do that with an alphabet soup of acronyms. They can do it with clear, concise communication that broadens what you do to the general public.
So, elevator pitch, great. You can get all alphabet soupy on that. But, Family Party Picnic Pitch, bring it down to the basics, communicate it out, and make your family and the greater public proud of what you do.
Okay well, we have some juicy downloads for inspirations. I’ve created a guide and it’s down below with some example of elevator pitches Family Party Picnic Pitches. If you’ve enjoyed this video please comment, subscribe, follow us on LinkedIn and Facebook. Until next time, have a great business day.
How much should I spend on marketing? No one likes the answer to this question because the answer is… it depends. There are three marketing metrics that when you take them individually are a good guide, but when you bring them together, they get you to a really meaningful number. The three metrics are Percentage of Growth Revenue, Market Message Saturation Budget, and the Investment you’re willing to make to Achieve your Business Objectives. So, let’s get started
Percentage of Growth Revenue. This has been around forever, and it’s a very general number that is based on surveys across lots of different markets. But, if you’re selling business to business that number is, wait for it, 5% to 10% of your Gross Revenue. Okay wait, do I need to get my resuscitation paddles and jolt you back to life? There’s always a moment where the person on the other side of the table is just keeling over. Do I have you? Good, just stay with me. 5% to 10%, caveat here, that’s just to maintain in the market, okay? That’s not to do anything special like become a market leader, that’s just to stay where you are.
The second metric, Market Message Saturation Budget. This one is fun. Let’s make belief you have all the money in the world and you want to saturate your market with the message, let’s go shopping and find every opportunity for you to get in front of your customer. So, the first place I like to look is events, facetime is golden, let’s look at every event in your marketplace and see what would cost to get a small booth or a table at that event, and bring people there. Open up your spreadsheet, put that number in. Now, look at Google paid search, think about 30 or 40 keywords people might search on, put it in that Google pricelator tool and see what the maximum inventory is, and how much you could spend maximum for month. Google is happy to tell you that information, they really are. Do the same thing for Facebook and for LinkedIn, and check out the associations that your clients are members of, you might want to buy some sponsorships, go to some of the events, maybe buy just one of those old fashion print ads in there if they have a print publication, put about half dozen full-page ads in that spreadsheet too.
Okay, now we an astronomical number, but it’s a really good reference point because it tells you the out of boundaries of what it cost to absolutely saturate your market, and guess what? In the process, you’ve become a really educated consumer of marketing opportunities, you know what things costs, and that’s really good, because when your competitor is out there and starting to show up everywhere, you’re going to have a really good idea of how much they’re spending on marketing.
Okay, let’s bring it all home to you. What do you want to get out of marketing? What’s your business objective? If you’re like a lot of businesses there’s this bubble over your head right now, and inside the bubble are the words “Fill the pipeline with leads” Well, yeah. That’s a very laudable objective, but it’s really super tactical, and I urge you to think more strategically. So, let’s take that example, “fill the pipeline with leads”. What are you really doing when you pipeline with leads and you close them and you bring new business in? Well, if you’re doing it well and you’re doing it consistently, you are gaining market share. That is strategic objective.
Okay, that’s good. Think about what the value would be to take your company from sort of the middle of the pack to the position of facing number two, threatening the top person in your market place, the top competitor in your market place. Would that make you a really tasty acquisition target? Oh, you bet it would. And would that bring greater value to your company than just simply the bottom line sales number? Absolutely. That’s shareholder value. Now, think about, what are you willing to invest to get that value? That’s your number.
Now, prove your number out. Prove it against that 5% to 10% of gross revenue, is it closer to higher end of that number? Then okay, you’re probably in the right place. What about the market message saturation budget? Then okay, you have something to work with. Now, I’m not saying that this number is going to be perfect, you may need to make some adjustments. But, with those three metrics you have solid realistic guideposts that will get you to a number that’s meaningful to you.
Okay, you don’t have to do this alone, there’s a guide linked below, so please download it, and subscribe, click the bell, and follow on Facebook and LinkedIn. Until next time, have a great business day.
Going for the Big Time!is my new Youtube Channel! It’s for all of you who want to accelerate your business success through great marketing!
After months of preparations, painful rehearsals (you should see the cutting room floor…or maybe not) and coaching from colleagues Going for the Big Time is what I’m doing too!
And folks, you’re all gonna help make me a YouTube stah!
Of course, I’ll make it worth your while: my vids will be fun and informative. So please subscribe and leave comments — even snarky ones 🙂 — I’ll respond video style.
As Mídias Sociais fazem parte do nosso modo de vida moderno e as estatísticas nos contam a história: 91% dos adultos que usam a internet participam nas mídias sociais e, por esse motivo, as empresas não podem mais ignorá-las. No entanto, para atingir o sucesso, é importante que você (a) estabeleça objetivos para sua empresa com relação às mídias sociais, (b) alinhe tais objetivos com seus recursos, (c) concentre seus esforços onde o seu público-alvo está concentrado e que seu plano de comunicação seja direcionado de acordo com cada canal de mídia social. Cada esforço deve ser cuidadosamente mensurado para determinar (a) o nível de sucesso, (b) o que funciona e o que não funciona, e (c) o que proporciona maior ROI (retorno no investimento).
A miríade de redes sociais e toda publicidade exagerada a seu respeito são exaustivas, até mesmo para os mais sofisticados. O disposto acima muitas vezes nos leva à suposição de que as empresas devem estar em todas as plataformas de mídia social para obter algum sucesso. E isso é tão esmagador que muitos querem lavar suas mãos e dizer: “Por que me preocupar? É impossível fazer isso”. O que muitos não percebem é que o sucesso não é determinado pelo fato de você ser um craque em todas as plataformas existentes (o que realmente é uma tarefa impossível), mas o sucesso pode ser obtido através da escolha da plataforma correta e da participação nela de maneira mensurável, ponderada e relevante.
Como declarado anteriormente, as mídias sociais não podem ser ignoradas. Por volta de setembro de 2012, 91% de todos os adultos usavam as mídias sociais regularmente e nela gastaram 22,5% de seu tempo online. A mídia social é a nova televisão. Em contrapartida, apenas 27% das pequenas empresas e 34% das empresas de médio porte estão usando as mídias sociais e 25% delas não têm qualquer estratégia de mídia social. Para piorar a situação, em média, apenas 30% dos comentários dos fãs é respondido por empresas e 56% dos tweets de clientes para as empresas é ignorado. As empresas estão perdendo uma tremenda oportunidade de interagir com clientes e clientes em potencial. Mas, por onde começar?
Cada rede social tem um único propósito: se conectar com amigos e familiares, se conectar com colegas de profissão, notícias, compartilhamento de fotos e, até mesmo, jogos e TV. Quando você decidir que sua empresa deve participar de uma rede social, você estará solicitando que seu público se conecte com você, participe e compartilhe com a sua marca, o que exigirá que você ofereça a ele algo em troca. Para fazer isso de forma eficaz, você deve escolher sua mídia social e colocar seus recursos na melhor plataforma, onde os seus clientes e clientes em potencial gastam seu tempo online.
1) Determine o porquê de você querer se envolver em um ambiente social online. É muito importante determinar seu objetivo. Você quer gerar vendas? Aumentar a notoriedade de sua marca? Prestar serviços de pós-venda aos clientes? Aumentar a retenção e fidelização de clientes? Você escolhe. O seu objetivo irá determinar onde concentrar sua presença nas redes sociais, como engajar e como mensurar seu sucesso.
2) Avalie os recursos que você precisa para alcançar seu objetivo. Há um equívoco comum de que a mídia social é um meio de comunicação gratuito, mas, na verdade, ele é um meio de comunicação muito caro. O fato é que você vai precisar de uma grande quantidade de recursos, ou seja, de pessoas com talentos diferentes, dependendo de seus objetivos. Para começar, você vai precisar de bons escritores e comunicadores que entendem o seu negócio e seus produtos. Se os seus produtos e serviços puderem ser visualmente demonstrados, o uso de vídeos será uma ótima maneira de se comunicar e, para isso, você vai precisar de produção de vídeo e talentos editoriais. Se você tiver um serviço altamente conceitual, um vídeo ou apresentação de slides poderá ajudar a organizar e simplificar seus serviços e, nesse caso, você precisará de talentos para fazer apresentações em powerpoint e edição de vídeos, além de grandes comunicadores em sua equipe. Pode ser que você não tenha todos esses talentos na equipe, mas eles poderão ser necessários futuramente. No entanto, antes de sair contratando, considere quais departamentos de sua empresa vão contribuir para o seu esforço nas redes sociais. Em seguida, treine sua equipe para atender o público de forma inteligente, profissional e que solucione qualquer problema. Por último, contrate talentos terceirizados para executar tarefas para as quais você não pode justificar uma pessoa adicional em sua equipe.
3) Descubra onde seus clientes se reúnem online. Seu objetivo social irá guiá-lo aqui também. Se você deseja se conectar com os defensores de sua marca, tente o Facebook. Se você quiser inspirar visualmente o seu público, crie uma board no Pinterest. Se você precisa se conectar com executivos de alto nível, comece pelo LinkedIn. Encontre o seu público-alvo, alinhe-o com o seu objetivo social e se envolva. Um bom ponto de partida é olhar para onde seus concorrentes estão e como eles utilizam cada meio que você escolheu.
4) Determine seus KPIs antes de começar. Determine os indicadores-chave de desempenho (KPIs ou key performance indicatorsˆ) para o seu programa antes de começar. Geralmente, a quantidade de “curtidas” e “compartilhamentos” é utilizada como uma forma de mensurar o sucesso, mas estes dados, por si próprios, representam uma medida medíocre. Os KPIs mais poderosos são aqueles dados que podem ser vinculados à receita. Você precisa concentrar seu tempo de análise e mensuração de resultados nos dados que causarem impacto em sua receita. Por exemplo, a tendência que mostra o aumento crescente de números de fãs da sua página no Facebook com o aumento de vendas ou o relacionamento entre o aumento de compartilhamentos e o aumento de ligações, ou, até mesmo, contatos diretos através da sua página em uma mídia social que impactaram a receita ou o serviço ao cliente. Estes KPIs não são fáceis de mensurar, mas são muito mais eficientes.
5) Crie um plano para cada canal! Pessoas que reutilizam o conteúdo no mesmo formato em todos os meios de comunicação social não estão dando a ninguém uma razão para que sua página no Facebook seja curtida, seu Twitter seja seguido, para que inscrições sejam feitas em seu canal no YouTube ou que novas conexões surjam em seu LinkedIn. Lembre-se, cada rede social tem um propósito e uma audiência, por isso é importante que você tenha um plano de conteúdo para cada canal que decidir investir seus recursos. E, principalmente, não se esqueça de se envolver com o seu público, respondendo suas perguntas e comentários em tempo hábil.
Social Media is part of our modern way of living and the stats tell the story: 91% of online adults use social media, thus, businesses can’t ignore this medium anymore. However, in order to succeed it’s important that you have a social media objective for your business, that you align that objective with your resources, that you focus your efforts where your audience is and that your communication plan is targeted according to the social medium. Every effort must be carefully measured to determine the level of success, what works and what doesn’t and what provides ROI.
The myriad of social networks and the marketing hype is overwhelming even to the most sophisticated. And this often leads to the assumption that businesses must be on every social media platform to succeed. And that, is so overwhelming, that most throw up their hands and say “Why bother? There is no way we can do that.” What many do not realize is that success is not found in being an ace at on every platform out there (truly an impossible task if ever there was one!) But success comes in choosing the right platforms and participating in a measured, thoughtful and relevant approach.
Social media cannot be ignored. In the Fall of 2012, 91% of all adults used social media regularly and spent 22.5% of their time online. Social media is the new television. By contrast, only 27% of small and 34% of mid-size business are using social media and 25% of them do not have any social media strategy. To make matters worse, on average only 30% of fans’ feedback are responded to by companies and 56% of customer tweets to companies are ignored. Business is losing a tremendous opportunity to engage with customers and prospects. But, where to begin?
Each social network has a unique purpose: connect with friends and family, connect with professional peers, news, photo sharing, even games and TV. When you decide your business must be on a social network, you’re asking your audience to connect, engage and share with your brand. This requires that you give something back to them in return. To do this effectively you must choose your spot and throw your resources behind being the best on the platform where your customers and prospects spend their time.
1) Determine why you want to be in a social environment. It’s important to determine your objective. Do you want to generate sales? To increase brand awareness? To provide customer service? To increase customer retention and loyalty? You name it. The objective you choose will determine where to focus your social media presence, how you do it and how you measure your success.
2) Evaluate the resources you’ll need to achieve your objective. There is the common misconception that social media is a free medium, where in reality it’s a very expensive one. As a matter of fact, you’ll need a lot of resources (a.k.a people) with different talents, depending on your objectives. For starters, you’ll need good writers and communicators that understand your business and products. If your products and services can be visually demonstrated, the use of video is a great way to communicate and for that you’ll need video production and editorial talents. If you have a highly conceptual service, a video or slide share presentation can help organize and simplify your services; in this case you would need Powerpoint and video edit talents in addition to great communicators on your team. You might not have all these talents on staff and you might not need to. Before you go outside, consider which departments in your company will contribute to your social media effort. Then train your staff to answer your audience in an intelligent, problem-solving and professional manner. Lastly, hire outsource talent to perform tasks for which you cannot justify adding a full-time person on staff.
3) Discover where your customers gather online. Your social objective will guide you here too. If you want to connect with brand advocates try Facebook, if you want to visually inspire your audience start a Pinterest board. If you need to connect with top-level executives start with LinkedIn. Find your target audience, align it with your social objective and get involved. A good starting place is to look where your competitors are and how they are working that medium.
4) Determine KPIs before you start. Determine the KPIs (key performance indicators) for your program before begin. Generally the amount of “likes” and “shares” are used as a measure of success, but that data alone is a mediocre measure. A much more powerful KPI is data that can be linked to revenue. You need to concentrate your measurement and analytics time on data the impacts the bottom line. For example, an increasing trend on page fans as it relates to new leads, or shares to new leads. Or direct contacts from your social media pages that impacted revenue or customer service.
5) Create a plan for each channel! People who repurpose content in the same format across all social media are not giving prospects and clients a compelling reason to fan their Facebook page, follow them on Twitter, subscribe to their YouTube channel or link to them on LinkedIn. Remember, each social network has a purpose and an audience, therefore it is important that you have a content plan for each channel you decide to invest your resources in. And, most importantly, don’t forget to engage with your audience by replying to their questions and comments in a timely fashion.
