A few weeks ago we conducted a very basic research project.

Don’t Suck At Facebook Ads, Get This Book!

It was a snap-shot of 114 companies in a particular industry.

These companies reported annual revenue between two and five million.

They were established.

In business for a minimum of five years.

Our mission was to use their Facebook Page Like count as a measuring stick of their overall Social Media Success.

Seems like an assumption right?

Using “Like Count” on Facebook as a measurement.

I agree – certainly we are making some assumptions.

Mainly…

Facebook has more than 1.1 billion users and their engagement levels are up not down contrary to popular belief. So there are more “likes” happening these days, not less.

Facebook strategy is typically a good indicator of the business embracing other social media platforms.

Yes – I know someone can be a Twitter, Tumblr, LinkedIn, or Youtube Master and not do much on Facebook.

But usually Facebook is where things start.

So why make the assumption “Like Count” is a measurement of strategy and success on Facebook?

Simply because when you boil it down Facebook Marketing for your business can be summed up to a “two-fold” mission…

1- Follower/Fan/Like Acquisition = Your mission to attract targeted page likes who fit the general image of who you want to do business with…. eventually. I say eventually because Facebook is WILL NOT produce instant results!

And…

2 – Content Marketing.

Without a “Like-Building” initiative in place it is really hard to get much traction.

The findings of this little research project?

60% of these companies had LESS than 200 Page Likes.

And I could be wrong –but I would bet this number is an accurate representation of numerous industries.

Solution?

Change your mindset about your strategy.

Do you remember anniversaries?

Of course you do… but you may have missed this one…

English: a beer bottle from Texas i took myself This picture I took myself and allow anyone to use it. (Photo credit: Wikipedia)

It’s been a year since Facebook became a publicly traded company.

While the share price has not gone back up to the $38 mark since IPO day –a lot has happened.

Mainly…

Facebook is floating at 1.11 Billion users. WOW!

That number is up from a year ago.

Impressive considering how “not so new” Facebook really is.

Worth Noticing…

The number of “Likes” and “Content Items Shared” are both way up… 67% and 94% respectively.

Those numbers indicate more interaction and more engagement over-all.

In short – more voyeurism and more narcissism to prove Facebook’s real grip on social media.

Don’t be offended by the voyeurism and narcissism – it’s the truth.

What’s interesting is how these stats are counter to the popular belief that “Facebook Fatigue” is setting in.

Further proves the real truth about human nature…

What humans say and do are often two different things.

It’s why Facebook is counting more engagement on their site while people are “saying” they’re “taking a break.”

It’s why regular old Budweiser is the best-selling beer even though folks claim to “only drink premium beer.”

It’s why fast-food joints are still in business even though people say… “we prefer healthier food!”

Anyway – Humans… What can you do? Ask Dr. Phil, I guess.

Better yet – just live with it. People like Fast-food and “Plain Beer.”

Humans are complicated.

Internet Marketing doesn’t have to be.

Penguin 2.0 is coming.

Humbolt Penguin at Whipsnade Zoo. (Photo credit: Wikipedia)

If you recall Penguin 1.0 was the code name for an update that started in April of 2012.

The mission was to decrease the search rankings of any websites deemed to be in violation of Google’s Webmaster guidelines.

Keyword Stuffing, Link Schemes, Cloaking (A technique used to trick a search engine) and Over-Optimization were major targets of Penguin 1.0!

The heads-up on 2.0 is that it will go deeper than 1.0 especially in the area of “linking.”

A couple examples…

Relevance…

Let’s say there’s a popular blog or news site in your area.

That site is filled with content so it has a strong Google ranking for “your area.”

What if they write a story about you?

What if you submit a guest article with some ideas and tips?

Those two create solid and legit back-links. Sure – the more of those you have the better – but Penguin is about quality – not quantity.

How about directory and review sites?

Two warnings…

Not all of these sites are created equally.

There are major players… (Including Google) and then there are all kinds of industry and area directories.

Don’t just “submit to these sites” willy-nilly” make sure they are credible.

Then – these listings have to be “owner-verified!” The problem with automatic “listings” systems is lack of owner-verification.

These services are no different than “link-scheme” services that promised tons of “back-links” years ago. Penguin slapped those down!

More…

IMHBAO – I believe Google will continue to develop their “authority-measure.”

Authority will be based on your site having a depth of good content, constant and relevant additions to the site with a genuine mission to help a Google user get some good info.

One of the best ways to develop “Authority” is with a properly set up blog.

From there…

Regular content additions and optimizing each piece of content is key.

I received an inquiry the other day from a 14 employee company down south. 

They wanted to know about “Facebook Marketing Services.”

They heard we might be able to help them build targeted page likes and eventually turn those likes into customers and clients.

The guy was nice.

But here’s the problem…

He was not the owner of the company.

He was not “really” even the marketing person.

His words…

“I’m sorta the secondary “IT Guy” around here. I have a background in computers and blah, blah and blah.”

The Philly Guy in me wanted to say…

“Well, why the hell are you calling me?” But, I kept it civil.

He went on…

“I heard you can help us with Facebook Marketing, but I just wanta tell you that our website is being rebuilt right now. It’s been about three months and it should be done soon.”

STOP!

“The beginning phases of my Facebook marketing system does not really involve your website. So if you’re interested in Facebook Marketing let’s focus this brief conversation there and then we can set a more formal conference call and bring in your boss and anyone else.”

He continued…

“Well, with my IT Background and we’re doing yelp and linkedin but we just have to get it organized. I really feel we need to wait until our website is done blah, blah, blah.”

At this point…

“Dude, you’re talking in circles. But yes, I agree – if your website is not something you’re completely proud of I would be hesitant to do other forms of online marketing.

I understand how you feel.

However…

In order for me to even consider working with your company we need to schedule a formal conference call where I will ask questions… determine your objectives and decide if it makes sense for us to talk further.”

And that’s where I left it.

Here’s the issue…

When he said: “I have an IT Background.” (Chest Puffed)

According to Wikipedia

I-T is…

In a business context, the Information Technology Association of America has defined information technology as “the study, design, development, application, implementation, support or management of computer-based information systems”.[5] The responsibilities of those working in the field include network administration, software development and installation, and the planning and management of an organization’s technology life cycle, by which hardware and software is maintained, upgraded, and replaced.

So where do you see the word MARKETING above?

Right! No where!

And the lesson here…

“Dorky IT Guys are Not Marketing People.”

They should not touch your marketing. In fact, when you’re discussing Internet Marketing, Social Media Marketing, Website Design, Mobile Marketing and anything else that has to do with marketing your small business give those guys something else to do. Perhaps something to tinker with?

Sure, I know… “Dorky IT Guys are Not Marketing People” is a blanket statement.

Narrow it down if you want…

“Dorky IT Guys Who Are Arrogant (“A-Word!”) and Think They Know It All Because They Can Turn on A Computer Are Not Marketing People.”

It’s been said over and over…

In it’s purest form – marketing is selling multiplied.

And even if you’re not into “Selling” you can not hide the fact – Marketing is designed to influence and persuade a likely “suspect” or “prospect” to consider doing business with you. Once the influence is in place and they trust you – you’re in.

Use technology to help you market your business. Just don’t think you need a “techie” to guide you through.

It’s been a busy spring…

A softball. (Photo credit: Wikipedia)

Jamie and I are coaching Julia and Marissa’s girl’s 7-9 softball team.

I’ll admit – she’s the head-coach.

Fact is – she played softball for Cornell

My softball experience?

Schoolyards in Philly.

OH – I did sponsor a team once too.

It works out good.

I don’t mind being the assistant coach.

I’m also a much better pitcher than Jamie

(When it comes to pitching to little kids so they can hit).

The rules allow the kids four pitches.

No hit or no strike out, the coaches come in to pitch until the kid hits or strikes out.

We’re having fun and so are all the kids.

We take it seriously too.

We wanta win and there’s no hiding it.

No “Musical Chairs” played with an extra chair around here.

The other parents appreciate our efforts too.

My wife wants to win every game.

She is very competitive.

Don’t get me wrong – I am also competitive. But my competitive side stays at the office most of the time.

Other things in life – not as much.

Jamie – everywhere.

And we’re 3 and 0!

Lot’s of practice leading up to these games.

And practice always comes down to two things…

Fielding and Hitting.

It all flows from fielding and hitting.

All the drills.

Two Things!

Same with getting your website to work well.

It comes down to TWO Things…

Traffic and Conversion.

In short….

Get Visitors = Traffic.

Get those Visitors to do what you want = Conversion.

Facebook too…

TWO Things

If you’re gonna make Facebook work for your business you have to focus on two things.

Acquisition and Content Marketing.

That’s it.

They work hand-in-hand.

They work together.

Without acquisition (Gaining More Targeted Page Likes) your Content Marketing is useless.

Without Content Marketing your Acquisition strategies are worthless.

Simple Right?

23 bucks for 4 minutes work…

English: american breakfast (Photo credit: Wikipedia)

I believe there are two factors that can have a dramatic positive impact on your success if you’re aware of them.

1- Idea flow

2- Action

They go together like PB&J

Marketing Ideas are energy to a small business owner.

Ideas keep you motivated.

Ideas get you excited.

Without ideas – complacency sets in and eventually, boredom and slow-down ensue.

Ideas come from your willingness to manage information flow.

Your ability to heighten your awareness of concepts that can work to propel your business forward.

Ideas come from knowing what is working for others.

Ideas also come from staying current with information, reading good books and constantly being a sponge for learning.

But ideas are nothing without action.

Taking action and implementing is where results come from.

In fact, even if you implement and decide the idea or concept is flawed or won’t work at all – that’s better than no action.

Ideas combined with action is where real ROI comes from.

Let me give you an extremely basic example.

Years ago I was a very serious student of copywriting.

Understanding the craft of creating marketing messages and words for my business went to the top of my continuing education priority list for about a year and half.

The time studying copywriting has been extremely profitable to my business and the business of my clients ever since.

Of course – I am still a serious student of copywriting – but not on the scale I was during that time.

My study lead me to reading countless books and to a bunch of courses.

I really got better when I applied and tested what I learned.

This past weekend I was reminded of one of the simple ideas I learned in one of my copywrting books several years ago.

It proves how one paragraph, in one book could be worth $100′s to you.

(And we’re talking one paragraph remember!)

The book was… “Magic Words That Bring You Riches” by: Ted Nicolas. In the book, he starts with some simple things before he gets down to business. He proves how Magic Words can be profitable in all areas of life.

The Idea…

Whenever you check into a hotel always ask for complimentary breakfast.

Of course… the pre-req is the hotel has to have a restaurant attached where breakfast is served and the breakfast is NOT included with your room.

I have done this with a success rate of 90% for the past several years. My guess, is this one idea has saved me (or made me – because I did not have to buy breakfast for myself or the family) over $200.

For flapping my lips and asking this past weekend after we checked into a Marriot, the value was $23 and some change. Not bad for 4 minutes worth of work.

Holy cow!I’m glad I did get it free because if I had to pay $23 for that breakfast I would have been extremely angry!

The idea = Ask for breakfast.

The source = a book about copywriting

The action step = try it

The result = free breakfast for life

ROI = a lot

This is a silly example, but 100% true,

Other ideas can be worth much more to you when acted on.

Don’t let those ideas stew for too long.

Take action, get some momentum and see the results.