I have come across this story twice in the last few months.

English: A Private Swimming Pool (Photo credit: Wikipedia)

Purposely leaving out the details so I don’t “rehash” what’s already been “hashed.”

It goes like this…

There’s this swimming pool company that was doing relatively OK

They had a lot of “marketing” going on to help sustain business.

When the markets crashed and fear over-came the world back in late 2008 they ended up losing 250K in deposits because of canceled pool projects.

Then…

In the beginning of 2009 with minimal resources they were forced to cut their “traditional marketing.”

Without much to lose the company owner started “blogging.”

At first he was confused by the whole thing.

He figured blogging was all about keeping a “web diary” which really didn’t make sense to someone in the “pool business.”

But he kept an open mind and eventually through consistent content marketing his site became one of the most authoritative resources on the web for his industry.

Prospects found his content while doing research. His web traffic spiked and his conversations ( the prospects and clients who come from the web traffic) dramatically increased.

Now this company has more business than it can handle.

Good story. I gave you the Reader’s Digest version.

Key points…

I run into business owners and marketing managers all the time who feel the same way…

“What is this blogging thing? I’m not sure if that’s going to work for us?”

I think they picture some guy/girl in their pajamas revealing personal stories of life.

Or, maybe they’ve seen the movie… “Julie and Julia” where the gal makes a blog out of cooking every one of Julia Child’s recipes.

The problem really is the definition of blogging is too broad…

Yeep – it covers the guy in pajamas and the girl blogging about recipes.

And it also covers a KEY function of Content Marketing.

And that’s getting out relevant, timely and quality “NEWS” and information out about your business.

Ask yourself…

What’s new in my industry?

What has changed?

What’s coming in the future?

What do prospects need to know about these new developments?

How can I help my prospects?

What’s going on in my business that I can talk about?

In short – your blog for your business is “News!”

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• The Difference Between Content Marketing and Blogging

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.

I came across this study and wanted to share it with you…

“Syncapse, a social intelligence company, conducted a study with more than 2,000 Facebook users who liked a brand and considered a Facebook user’s product spending, loyalty, recommendations, brand affinity and more to come up with the number. It turns out Facebook fans spend more money on the brands they like—$116 a year more than nonfans—even if their income was equal. In addition, those who liked brands were 18% more satisfied with the brand and 11% more likely to continue buying the brand. I guess all those little percentages add up to $$$ for the brand.”

Let’s be realistic…

I wouldn’t start the party and celebrate just yet.

Heck – you shouldn’t even start adding up those page likes either…

$116 x (how many page likes you have) =

The math will add up if…

Those “Fans/Likes” are actually targeted and fit the profile of those likely to do business with you.

Then, there’s surely a “snow-ball” effect.

That is…

The more “Fans/Likes” you have and the more you work different Facebook strategies the greater your chances of ringing the register.

A Facebook Like on your business page will not automatically be worth anything unless you have a plan in place.

There was another study recently that revealed every time you “Like” a business page – you’re worth $174 to that business.

It’s not as cut and dry as handing over $174 to each business you like.

The numbers are crunched with a few variables and we’re talking averages here.

However, this research does support what a page Like on Facebook can be worth to you when you put the right game plan in place.

Related articles

• Your Facebook Like Is Worth $174.17

Facebook took another step into the “local business market” with a redesign to mobile pages. 

I checked a few of the pages I manage and noticed the change did not yet happen.

Not sure if we’ll have to activate the change or it will happen automatically.

I guess we’ll see. I’d recommend you check your page from your smartphone.

So what’s the point?

The new layout makes better use of space.

It has options to call, check in, like (if the visitor hasn’t already) and more.

Also take note – on the whole “rating” area being prominent.

That’s Facebook making strides to challenge Yelp and other review sites.

Under the reviews is where the “Like” count will be shown.

Here’s a strategy…

Over the next several months make it a point to get some good reviews from Facebook users.

Combine that goal with the mission to acquire more page likes and you’ll have a winning Facebook combination.

Of course – make sure your info is all up to date too.

If you’ve not yet seen the video on “The Mindset Shift” to reach more targeted page likes and WHY it’s so important here it is again…

Facebook Marketing Ideas Video

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• Mobile Facebook Pages redesign targets Yelp

I learned from Brian Tracy…

the fact factory [website link] (Photo credit: the|G|™)

“Facts just ARE while Problems can be solved, ignored, manipulated or put off.”

I learned from Bill Glazer…

“The most important consideration in marketing is the Who… meaning… WHO is your prospect?

This post combines these two pieces of wisdom.

With so many options when it comes to Social Media the FACTS and the WHO can help your game plan.

I am purposely talking about “lesser-known” platforms here. Reason: It is usually the lesser-known platforms that create a distraction for business owners and smaller companies.

At times, when there is nothing else to talk about or things start to seem old – it is common that “gurus” will shout from the roof-tops about some new great thing.

Yea, yea, yea!

Perhaps you should actively choose NOT to be on certain platforms?

Here are some FACTS and some WHO on Social Media…

Twitter: Recent data shows 16% of all web users are on Twitter.

Ages 18-29 are the largest demographic segment represented.

Twitter is more popular with folks in cities compared to rural areas.

Pinterest: Stands at about 15% of all web users. Women ages 18-49 make up most of the folks on Pinterest. Pinterest has the largest “Gender Gap” of all Social Media platforms.

Seems like Pinterest is for women.

Instagram: Appeals more to African-Americans and Hispanics than it does to whites. More women than men (but not the huge gap like Pinterest). Audience seems to skew younger. Urban more than rural.

I am not on Instagram. It took off as a mobile photo-sharing app. It was purchased by Facebook about a year ago.

Tumblr.: I heard it said that teens establish their Facebook accounts because everyone is there. Plus, Facebook is where their parents think they are – HOWEVER, they’re actually over on Tumblr doing their thing. Tumblr’s user-base is small compared to other platforms. Popular among younger internet users. Self-expression and sharing only with those who match in interests seems to the the attraction of Tumblr.:

Then we have… LinkedIn and Youtube. I am not an expert on either one.

LinkedIn tells me I have a great profile. I have used it to get connected and stay connected with some people. LinkedIn is THE professional social networking site and will be for many years to come.

Youtube… While you can follow people, subscribe to channels, comment and rate videos – IMHBAO Youtube is NOT really a social site. From the start it was really a site to “broadcast yourself.” Upload videos to get a message out. Youtube can also help you with SEO.

Finally…

Facebook: Really? Do I have to go into detail? Let’s just say everyone is on Facebook. Facebook has the most info on its users compared to any Social Site.

Facts and Who of Facebook…

All demographics are represented and can be found via targeting.

The first part of any business strategy on Facebook is to decide if “building page likes” for your business page makes sense. Once that choice is made.. get going.

Be sure you check out the video I put together on Why You Should Target More Page Likes.