3 Types of Google Ads for Your Real Estate Business

So you've realized that Google Ads is a powerful tool for real estate agents, but where do you go from there? The world of advertising has changed dramatically over the years, and it's important that you keep up with these changes - or risk being left behind. You might be thinking: "I'm not an expert, how will I know what to do?" The truth is, you won't at first. Just like you didn't know how to walk, talk, or ride a bike when you were born, these things come with time and practice. Just because your head is spinning at the thought of figuring out ads doesn't mean that you won't find success with Google Ads. In fact, I can promise they're a lot easier to learn than walking, talking, or riding a bike! Today I'll teach you about the three types of Google Ads all savvy realtors should run.

Google Niche Ads

Rather than just going all-in on big, competitive search terms, you can run niched-down search ads. By niching down, you avoid going after highly competitive (aka expensive!) search terms so you can generate leads on a more conservative budget. Don't get me wrong, if you have the extra cash to throw at ads to get more leads, you can totally do that. But before you do that you should figure out the best way to optimize your ads and get more conversions and leads for your budget rather than just dumping a bunch of money into popular search terms and hoping for the best. Doing niche ads specific to your location may take a bit more digging to find the best keywords to target, but it'll give you the best results for your budget.

Google My Business Location Extensions

When you're looking for a local business to work with, you might head to Google to do a search, but there's another important tool people use to search local businesses: Google Maps! Many times people just want to see the businesses close by to avoid having to drive too far and you can take advantage of that by making sure that you show up at the top of the Google Maps results.

If you want your business rank #1 in Google map (of course you do!) you'll need a Google My Business Account and a Google Ads Account and they'll need to be linked to one another. Next, follow the step by step directions in this video which will walk you through how to get up and running.

Google Display

While search and social ads tend to perform best, don't skip out on Google Display Ads. Why spend time and money on them when there are better-performing options? Display ads are helpful for top-of-funnel activities like promoting brand recognition. Giving potential clients a visual representation of your company will lead them to actually click on your links and other ads because they've seen and recognized your brand.

If you're looking for a way to get more leads for your real estate business, you need to start working ads into your marketing strategy. This doesn't necessarily mean you need a massive budget, but the sooner you start implementing Google Ads the sooner you'll start to see what works for your business so you know where to put your money for the best chance of conversions. Hopefully, this article has helped give you the basics on where to start with Google Ads so you can get started today.

BE THE NEXT REAL ESTATE GAME CHANGER BY FOLLOWING THESE INSTAGRAM PRO TIPS

It’s time to level up your real estate marketing strategies by tapping into the potential of Instagram!

Let’s face it, real estate marketing is a very challenging field: competition is stiff and it is difficult to build trust among potential clients. As cutthroat as it may seem, returns on investment are paramount if done well.

Instagram boasts its 1 billion monthly active users, and as a realtor, why not be where people are? With its highly visual nature, your real estate Instagram account can be your home listing portfolio and a lead generator all in one! This social media platform can help your followers (and potential clients) take a virtual tour of your listings whenever and wherever they are.

The best thing about Instagram is that it is still an emerging platform for real estate professionals, which is actually a bit ironic given the platform’s huge network base and potential for such marketing purposes. If you choose to use Instagram to boost your network visibility and potential closed sale, here are several tips that you can do to maximize this social media’s features that will make you one step ahead of the competition.

I. INSTAGRAM FEATURES THAT ARE PERFECT FOR YOUR REAL ESTATE ACCOUNT

1. Instagram TV (IGTV)

Launched last 2018, Instagram TV (IGTV) has been a breakthrough feature for this social media platform known to use photos as its main content. This new app is designed specifically for people who would like to create video content with longer duration up to one hour.

Instagram TV is another tool that realtors can use to build their Instagram presence, which can make them grow their follower base that will increase their exposure to prospective clients. This is yet an additional platform to share your real estate videos, if ever you are already creating it for your business. What made it more unique is its vertical video format, meaning it is designed to create videos using your smartphone. (Although you have to carefully choose the quality of the videos you will take using your phone. You don’t want poorly taken and low-quality videos to be presented to your potential clients, do you?)

Best Tips:

• Use your phone when shooting. Make sure that you use portrait mode in taking videos to optimize your IGTV.

• Take time to edit your videos. Unlike Instagram stories that lasts only for 24 hours, your IGTV content will be there indefinitely until you decide to remove it. This means your videos should be of higher quality and is not impromptu like your stories.

• Thumbnails are very important. This summarizes your whole video, so it is necessary that your thumbnail is well-edited and catchy enough for viewers to click on your videos.

Now you may be thinking, “What video contents should I create for my real estate IGTV account?”. To start off, you can create listing walk-through tour videos for your followers. This way, you don’t have to do a personal tour for every client who would like to take a look on your listing, and people will have the flexibility to check it at their own convenience. You can also create a neighborhood tour for every property, since people are also curious as to how convenient it is for them to be living in that area. Lastly, you can film yourself answering Frequently Asked Questions (FAQs) about the listings that you usually get from inquiring clients.

2. Multiple-photo posts

The multiple photo feature of Instagram allows users to include up to 10 photos every single post. This can be utilized to include photos of different rooms of the house, including the exterior, frontyard, backyard, and other unique features. With well-taken photos of each area of the house, this will highly complement the videos you have posted. Use these photos as a tool to give your followers a virtual tour of the house, and make sure that you arrange the photos in a logical order. Start with a shot of the front of the house and then move in to the downstairs, upstairs and then the backyard. Move your potential customers through your property. You can even ask them questions in your captions like “What’s your favorite room in the house?”

3. Account highlights

You may think that some of your IG stories are for keeps. Don’t worry, as you can save them for as long as you want using Instagram highlights. This is the section where you can introduce yourself and have your personal branding. It is very important that you establish this in your account, as people are looking for a realtor that they can easily connect with. Showing your other side outside your profession is one way to connect with your potential clients.

4. Geography

It is important to include your location on every Instagram post, as this feature boosts your discoverability. Users can search by places or current location to find places or business near them. When they tap a location, they can see posts from this location. So if you are located in a specific area or neighborhood you should be tagging that location in your posts.

5. Run ads and boost post

In order to run ads and boost posts you will need to make sure your account is a business account. If you have a personal Instagram account you should create an account for your real estate business. Separate the two so that you can keep one professional.

On your real estate Instagram, you will be able to track analytics and insights from these ads to improve future ad campaigns. Sponsored ads on Instagram originate on Facebook so you will need to have a Facebook account for your real estate business as well.

If you don’t think you need to be on multiple social media platforms, think again. If you want to reach as many potential clients as possible it’s wise to run ads on both Facebook and Instagram. The more people that see your ad, the more likely they will take action – whether it’s following you, recommending you to a friend or converting themselves.

You should also keep in mind that different people prefer different forms of social media. Some potential clients may check Instagram a lot more than they check Facebook and vice versa.

II. THINGS TO SHOW YOUR CLIENTS ON YOUR REAL ESTATE INSTAGRAM ACCOUNT

1. Property listing photos

This is obviously the most important thing that needs to be present in your professional Instagram account. You need to make your photos as professional-looking as possible by having high-quality photos. If possible, you can hire a professional photographer to do this for you. It may cost you some money, but having good quality photos of your properties can go a long way. If your properties have been renovated, you can show the before and after photos to show people how much it has improved. This will make them more interested in checking the house.

2. User generated content

The main purpose of social media is for users to be engaged online. When users create content that features your company or properties, they are telling other people that they trust your brand. For example, if your client posted a photo of the house you sold them, you can use their content to be posted on your real estate Instagram account (with their permission, of course). This shows other users that real people have benefited from the service of your company. Referrals from other people is one of the most effective ways to build your personal branding as a realtor and generate more potential leads.

People tend to trust content that comes from friends and family members more than they trust content that comes directly from businesses. The more content you use from your followers the more they will create! Just make sure that you are still posting your own content and that any user generated content you post is high quality.

3. Photos of you with your clients

Nothing beats an all-smile photo of you and your clients when showing people how good your service is as a realtor. After selling the home to a client, get a photo with them and ask if you can post it to your Instagram account as part of your personal brand building. This shows other people that you have former clients to back-up your credibility as a real estate agent, and they might be interested in looking at your listings.

4. Client testimonials

It is very important to showcase client testimonials on every platform. For Instagram, you can be a bit creative when showing people testimonials that you got from other people. As an example, you may post a “Thank You” note you received from a recent client. This may be a small gesture of appreciation on their part, but this can go a long way when it comes to building your credibility on social media.

5. Share useful posts to your followers

While it’s true that the main purpose of your Instagram is to feature your property listing, your account’s content should not be 100% about selling! Believe it or not, bombarding your followers with all your properties for sale will do no good in your business. In fact, it may even turn them off and completely ignore your account.

Every once in a while, create and post content outside of your work that will generate more engagement with your followers. For example, you can post design inspirations and you can ask them what design they like the most. This will surely drive engagement to your real estate Instagram account.

6. Use hashtags

Hashtag research should be taken into more consideration if you like to get a wider reach with your posts. Instagram algorithm is very data driven, and the use of proper hashtags play an important role in getting more traffic and engagement on your account. With Instagram’s algorithm changing every now and then due to their updates, it is important to equip yourself with up-to-date knowledge in this area for your posts to be on top of the search ranking.

III. REAL ESTATE INSTAGRAM DO’S AND DON'TS

1. DO’S

• Use of logo. This is a mark of professionalism on your part. If you use a logo on your business, it shows people that you are credible enough and you have expertise on what you are doing. Your logo does not have to be complex; it can be as simple as using your name or initials in a very cool font!

• Show local neighborhood of your listing’s location. The location where a house is situated is a major factor for buyers who are scouting for a property. Make sure to include photos or videos of the neighborhood of your properties so that people will be more informed about the vicinity of the house you are selling. Post pictures of local restaurants, local streets or parks that will stir interest to your potential clients.

• Show teasers of listings. If you have a property that is under construction or renovation, you can post it to your account to show progress photos of it. This will give excitement to potential customers. You can even create engaging post out of it by asking them, “What do you think this house will look like?”.

• Professional profile picture. This is a must! You always have to make every detail of your account as professional as possible. With this, you are telling your potential customers that you are an experienced professional in this field of expertise and this will build trust with them. Have a high-quality photo of you taken wearing formal clothes, this will surely build your credibility as a realtor.

2. DON’T’S

• Using stock photos. This will definitely ruin your professional image as a realtor! If people know that you just grabbed the photo you posted from another source, they will be suspicious of your account’s authenticity and might even brand it as a poser or fake. Make sure everything you post in your Instagram account is 100% originally yours, and make use of the filters and other editing tools to improve the aesthetics of your photos.

• Selling too much. Overselling on your real estate Instagram account will do you more harm than good. This will make your account too boring to even follow by people. Create a diverse portfolio of images and posts on your account to make it lively and very interesting to look into. After all, some of your followers may not even be looking for a house to buy at the moment and are just looking for design inspiration, real estate tips or local advice.

• Buying followers. Again, this will affect your image as a real estate agent. People are very well aware of this scheme, and they have ways to check if your followers are real or not. First, people will notice that your followers are not real if they notice that your average amount of follower engagement per post over total number of followers’ ratio is too low. This will give them a red flag about the authenticity of your account, and they may even think that your account is a fake. There are various ways to grow your followers’ base organically. Always go for the “slowly but surely” path!

We are now living in the digital era where marketing to millions (or even a billion, for Instagram) of people is just one click away. As a real estate professional, it is your choice to leverage on these opportunities to maximize your marketing campaigns.

With these kinds of access to reaching out to people, marketing has never been so easy and difficult at the same time. Easy because you have the social media platforms to utilize, but equally difficult since competition is at its peak. By applying every features Instagram can offer, you can be one step ahead of the competition and reap your rewards as a successful realtor.

Source: https://www.lyfemarketing.com/blog/real-estate-instagram/

Feeling Lost In The Holiday Shuffle?

The rush of Thanksgiving family get togethers and the all night shopping excursion that comes after is over.

The kids are back in school. You are back to work. The house is getting in the Christmas spirit. But now what…?

It seems like the marketing push for before Thanksgiving is all encompassing…so hard and fast and absolute, that maybe you feel like you didn’t get your sale up and running like you wanted so…maybe you will get it together next year. That is NOT the truth.

Here’s the deal…the quality of your product or service should be the advertisement for the entire year, so take this time to show the fun, caring, or compassionate side of your business.

Here are a few ideas:

• Host a cocoa and popcorn party in your store. Price of entry: A pair of socks or gloves for the local shelter.

• Don’t have a physical location? Host an ‘Elf on the Shelf"‘ FB live party. Share ideas for hiding the family elf.

• Hate the elf? Host a FB Live “That Damn Elf” party online with wine and the chance to vent frustrations.

• Host a flash sale that donates a bag of dog food to the local animal shelter for ever $100 spent. Have patrons color in thier total on a huge white board to show thier contribution.

• Team up with 2 or 3 other businesses and host a Family Movie Night.

• Have a holiday Sip & Shop event. Mimosas and shopping sounds heavenly to me!

Use this opportunity to do the OPPOSITE of what others are doing! Sure, advertise your store/website/products…but also do a little something EXTRA to show you care and you are an active part of the local (or online) community.

5 Facebook Posting Secrets Every Small Business Owner Should Know

 

Ideas For Facebook business Pages other than making regular posts

Is your Facebook game feeling a bit stale? Keeping up with your Facebook Business page can be a chore. It seems like you are always doing the same thing and you want to make sure that your audience doesn't bored. Here are 5 tips for jazzing up your post content on Facebook.

1. Videos

March 2018 saw 12 million video views on Facebook. It is still king of the Facebook user experience. Use that momentum by making your own videos using Adobe Spark, Animoto, Ripl or any other video creation software. Even better, Go Live! Push the live button and show around your store, show a product, or talk to camera about your service. You can do anything you want to do! Remember, video is the number one way to reach your audience on Facebook, so you MUST use it often!

2. Offers

When you create an offer, it allows you to

• put a the name of whatever is on sale

• the discount or price

• a time when it expires

• a photo to catch interest

• where people can redeem it in store or online

If they redeem it online, you can put a promo code that they can put in a check out to get the offer. You can also add terms and conditions. The best thing about an offer is that it will continue to remind anyone who saves the offer to go back and redeem it until the day it expires. Talk about a set it and forget it system!

3. Call/Message Now

The Call Now or Message Now post is super cool! You can create a post to say whatever you want to say then assign the call to action button to call or message now. So when someone pushes the 'Call Now' button, it will dial whatever phone number you have attached to your Facebook account. In the same way, if someone pushes the 'Message Now' button, it will immediately open up FB messenger and start a conversation with you! So if you’re looking for immediate contact with your audience, you can use this tool instead of writing a post directing to your website. As we know, there is a time and place for pushing web traffic but you can never beat one-on-one interactions. There is a BUT to this though...

If you’re not in a position to respond to calls or Facebook messages right away, you might not want to use this one. Plan ahead to where you know you will be avalible for at least an hour after you put up the post. The last thing you want is for people to get frustrated because you asked them to send a message or call, and you’re not answering!

4. Events

You can use events if:

• you have an event in your store

• you’re going to be at a public event

• you’re having a sale for any amount of time

How do events work? People can mark interested or going and Facebook will remind those people about the event. Also, the event will show who has clicked, thus showing social proof, which means that your customers friends will will show up in the going list. Many times, the friends will see that thier friend is doing something and sign up. FOMO for the win!

5. Polls

The last tool is to create a poll. If there is one thing true about the internet, it is that people LOVE to tell you thier opinion on things! So, use that to your advantage. Ask something fun like 'What’s your favorite flavor of coffee?' or something related to your business like 'What product do they want to see on sale?' When you ask your audience to interact with you, they will respond! So the more you ask for your tribe’s opinion, the more conversation you’ll have on your page. And as we all know, more conversation means Facebook sees your page to more people.

Which idea stands out as something you may not have tried before?  Or have you tried one of the ideas on the list and had it work out like gangbusters?  Please Share!

Facebook Funnels: The Lead Magnet

“Lead Magnet (n) – an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information.”

— DigitalMarketer.com

First things first, do you have a CRM/Mail Service?  We are talking MailChimp, Aweber, Constant Contact, Salesforce, Infusionsoft.  To be a serious lead generating machine, you will need to use an automated service.  Your AOL inbox WILL NOT DO!

Ok, so you have a mail service....let's keep going.

Step 1: Create A List

When someone opts into your lead magnet (explained in a minute), this is the place where the email address will be stored.  I typically make a different list for every lead I send, just so I can track where they are coming from and because my freebies (also explained in a minute) are super targeted to specific audiences.  To see a great video on how to do this through mail chimp, watch HERE.  

Create Your Freebie

Ok, the freebie is the actual magnet.  You are attracting the potential customer to you with an offer they can't refuse!

The main thing to remember is that you must give the prospect a reason to give you thier contact information.  In today's tech atmosphere, people are bombarded with so many emails, newsletters and offer advertisements that you have to be giving them something pretty impressive to get them to add one more email to their inbox. You can't just invite people to sign up for your list like you used to.  You have to WOW them with something of value in order to receive the coveted email address.

Here are a few tips for making sure that your lead magnet is OH YEAH! instead of Eh...nah.

• Know your customer

  • Think about your Super Customer and their specific pain points

• Brainstorm solutions to their pain

  • The best-performing lead magnets add great value to the customer receiving them while satisfying a need or solving a problem for customers.

• Be Specific

  • Don't try to answer all of a customer's questions. Focus in on very specific questions. Instead of "Guide to Cooking," a lead magnet might be focused on "Guide to Cooking The Perfect Sirloin Steak," or "Guide to Amazing Brussels Sprouts." Each book discusses cooking, but the latter two are so specific that they will attract a very specific dietary preference to the list.

Create Form with URL Link

After you create the list and actual freebie, you will want to create an automated email that gives the person the content.  After they click 'Yes!  I want that awesome E-Book!', you need to have a form pop up that asks for the email.  You can do this through your mail service like this.  After you get the hang if it and you want to up your game, you can also use a paid service like LeadPages to collect the emails.

Create an Automated Welcome Email That Gives Content

The next step is to create an email that will send the freebie.  Say thank you.  Give the Gift.  Mention where to get more cool stuff/info.  Thanks it.  No frills, NO SELLING!  To help you decide what type of welcome email will work best for your business, I have created a cheat sheet of Killer Welcome Emails.

NEXT STEP: Create Web Conversion Ad using URL Link as website

The last step is the KICKER!  You need to promote your Bomb-Diggity Freebie on Facebook with an Ad.  Of course, you will post this offer in a dozen ways on Facebook, Twitter, LinkedIn, or wherever else you typically share your business information.  However, this will push your offer out to a new audience who is SUPER targeted for you.  I will be doing a DEEP DIVE into how to create an amazingly effective Facebook Ad in my blog next week.  In the meantime, work on your freebie and email....and stay tuned!

Facebook Funnels: The Growth

In my last post, you learned about writing a blog.  After you have started to create content and post it to your website and share on your social media channels (we are focusing on Facebook for this series), it is time to start growing your audience.

This is where you will run your first Facebook ad.   In the early days of Facebook, businesses 'bought likes' to raise thier numbers.  That practice has been proven to be a horrible idea.  You want to attract people to your page who want to be there.  The more active your followers are on your page (likes, comments, shares), the more people will see your content for FREE!  So, you need to run an ad directly to those who will be most likely to love you.  Lucky for you, Facebook makes it super easy to dial in on your super customer! 

Why do "Like Ads" work?

They work for many reasons. But mainly it's because:

• they have great social proof -- ie. they show pages your friends have Liked.

• they're the easiest ads to set up -- and tend to be the least expensive

• they get your page instant exposure to new fans

I suggest that you use 10% of Facebook Ads Budget to run a 'Like' campaign.  It will be a constant, low cost ad just like you may be using for your local newspaper.

How To Create A 'Like' Ad

Step 1: Go to Your page

The easiest step of all! Just head to the page you want to run a "Like Ad" for.

Step 2: Look at the bottom of your left column

At the very bottom of the left column, you will see a blue promote button like this:

Once you click, you will choose Promote Your Page

Step 3: Choose Text and Image

The Text and Image will be automatically filled in for you based on your cover photo and the text in the About section of your page.  Click on the pencil icon to edit this part.  

HINT: Keep the cover image the same. You want the ad and the cover image to match! Change the text or description to tell what your customers can expect from your page.

Step 4: Choose Your Audience

Remember your Super Customer?  This is where they come in for the promotion part.  

Select Audience criteria PLUS Details.

Criteria:

Gender, Age, Location

Detailed Targeting:

 Products they use, TV Shows they watch, Activities, People they follow, Places they shop

HINT: You can also exclude people who do not fit into your super customer profile.

Step 5: Budget & Duration

Depending on your page size, you will see different amounts to spend per day to promote your page. Decide what amount is best for your budget and how long you would like to run the ad.

I'd recommend starting with a smaller amount and 7 days first to test the ad -- and then you can increase it later.  Also, if you have not ever run an ad before, you will need to input payment information.

Step 6: Click "Promote"

Once you're satisfied with the ad setup, hit the "Promote" button.

What will the Ads Look Like?

Once you start an ad like this, Facebook actually creates 3 sample ads for you:

1. Sample ad for laptop/desktop users -- to appear in the right column for users on laptop/desktop computers

2. Sample ad for mobile device users -- these first 2 ads will look similar to the image below

3. Sample "Sponsored Story" ad -- shown in the News Feed. This could show up on desktops or on mobile devices.

I used my page for the examples above, and if you need a visual here is a video of me navigating from start to finish.

Facebook Funnels: The Blog

Need An Idea Boost?  Click Here to get the

5 TOP PRODUCING BLOG POST TOPICS

to help you get started!

When blogging, you will need to write, video, or record audio.  You can only do one of these things, or mix it up.  It is really whatever you are comfortable with.  If you have employees, have them write/record one thing a month.  This will give fresh perspectives and (better yet) you will not have to do all of the work!

Here are a few tips to get you started on the right path.  

KNOW YOUR NICHE

Knowing who you are writing to will make blogging SO MUCH EASIER!  The truth is, you will not appeal to everyone.  So DON'T TRY!  It will just wear you out and your voice will be lost.  Focus in on the people who you want to buy from you and go with it.  If you have not fully identified and focused in on your super customer (or ideal customer avatar), refer to this “Finding Your Brand Superfan” post and then come back here.  Any time spent before doing this kind of exercise will be time wasted and money spent that you will not see a return on.  It takes time and it is tedious, but it is essential and you will thank me later.  

HAVE A PURPOSE IN MIND

Start with Why?  Why do you want to share your knowledge?  Why is your point of view different?  Why will people be interested in what you have to say?  Why are you picking this particular subject?

If you want a successful blog that will educate and build confidence that you are a person to be trusted, you need to speak from a particular point of view.  For example, if you are in life insurance sells, you need to share your experiences that lead you down this path.  Share stories from your clients and how having that insurance policy helped them.  Don’t just spout stats or regurgitate others you have found online.  Speak to YOUR customers in YOUR voice.  Tell them all of the things that you would share if you were on the phone with them.  Your business practices, who you are and where you are from, why you are in the field you are in, the process of working with you, the process of buying whatever you are selling, the advantages of one product over another, etc.  

READ, STUDY, LEARN, READ SOME MORE!

It is so important to read, study, and learn about blogging, writing, building a brand, building a site, using the elements of your website.  You can have the best stories and amazing advice, but if you do not proofread….no one will read it.  If you can’t make graphics to go on social media for attention grabbing, no one will know to come read your content.  If you have no opt-in, you will not know who is reading your stuff or how to get them coming back.  It is important to educate yourself.  If you don’t feel like you have time for the learning curve that comes with putting yourself out there, hire a professional.  You write the content and then pay someone to do all of the other “get it out there” type work.  I know of a great boutique digital marketing agency who can help you out with that.  

BUILD RELATIONSHIPS

Connecting with other bloggers, either in your niche or just in general, is super valuable.  Here are some of the awesome benefits of blogging communities:

• Helps you to meet and build a relationship with other bloggers: This is one of the best benefits of joining blogging communities. You get to meet new faces and bloggers every day.

• Share your post: you can share your recent post to the community and get traffic.

• Can engage and share each other’s stuff: we can help each other to explore our blogs by sharing

• Drive massive traffic to your blog: if you get some up-votes to your submitted post, you can get massive from these blogging communities, the key is to stay active in these communities.

• Get new trends: since people are sharing their latest posts, you’ll get insights on new trends and ideas. This will help you to improve your blogging knowledge.

Go to Google.  Type in “Whatever your industry is Blog” and you will find others to connect with.

Need An Idea Boost?  Click Here to get the 5 TOP PRODUCING BLOG POST TOPICS!

If you currently have a blog or you read this and make one, please post a link in the comments so we can follow you.

Of course, you can always email me at Sarah@BuzzHustle.com or find me online on any of these social media platforms:  

The 5 Step Facebook Funnel Technique That You Need To Know

Did you know that the average web conversion on a cold audience is 1-3%?  Running ads to traffic who have never heard of you is not a sound strategy.  To avoid wasting money and time, you need to be driving your future customers through a planned out funnel.  Let me explain.

Scenario 1:

You create a Facebook ad to:

• Ages 30 to 50

• People who are interested in real estate investing.

These people have never heard from you before.  They've never heard of your company and they may or may not actually have an interest in real estate investing.  They may have just liked the page of a friend who made an investing page for support.  You're paying a cost per lead of about $5 because for every 300 people that this ad passes by only one want to see more.

Scenario 2:

You create a Facebook ad that targets people who are members of your page.  You have been talking to them on Facebook.  You have been sending them emails.  You have given them multiple resources to use to improve their real estate investing returns.  Now, you're asking them to contact you to become an actual investor in your firm and invest in your actual properties.  Now, you are marketing to a warm audience.  People that know you, trust you, like you, have stuck around for the long-haul are likely to invest.  See the difference?  The best part?  That 1-3% from earlier….is now 48%.  That $5 cost per lead is now $1.43.

I don't think I have to tell you which one is the better more cost-effective option.  So, your next question should be: How do I do this funnel thing?

I'm writing a multi-part blog series about this.  I'm going to give you the overview here real quick and then go deep into each step in the next few weeks so you can piece it together in the best way for your industry.  

Step 1: The Blog

Write (or record) a blog weekly (or bi-weekly).  

Post your blog posts to your Facebook. (And any other social media you are on)

Ask for thoughts, opinions, and suggestions to the post.

Simultaneously...

Step 2: The Growth

Create a page likes ad for Facebook to grow your page with people who see that you are an expert in your field.

Continue writing and growing your page for 2 months minimum.  

Step 3: The Lead Magnet

Create a free ebook/slide share/ video consolidating all of the information from the blog posts you have written.  No need to reinvent the wheel.

Step 4: The Giveaway

Run a Facebook Ad to your page offering this free resource to your followers.  They give an email address, you give the book.  

Follow up with an email 2-3 weeks in a row with more free resources, checklists, links, tips & tricks

Step 5: The Ask

At this point, you ask for the free consultation/contact/etc.  You have provided what they need to know, how the process works, why you are the best person to trust, and they feel like they know you.  You will convert LIKE CRAZY.

Does this take time? Yes.  This is a long game.

Is this a quick sale and more on strategy? No.  If you are interested in a quick sale, this is not the method for you.  

Will these people follow you for years? Yes!  These will be your people and they will follow you where you go.  If you leave the real estate business and open a hot dog shop, these are the people who will come eat hot dogs on opening day.  

To Learn More About Facebook Advertising or to learn more about how BuzzHustle can help bring your business more leads, contact us on any of these channels:

How to Connect Your Brand With Your Audience's Needs

In this post,  I want to show you how to get in front of your customers in an authentic way!

NOTE: Each piece of this story building technique is a blog post, video, photo, quote, social media post, etc….

ELEPHANT IN THE ROOM

First, I need to address the elephant in the room.

I 100% recommend that you have a blog.  This is where your customers get to know you.  Store Front, Home Sales, Service based business…It doesn’t matter, you NEED IT!

Call it News, Updates, ‘What’s Happening’….it’s a blog. 

Use a free resource until you can afford a legit platform

No Website?  Buy a Landing Page. Direct your landing page to your blogging site.

Optimally, get a website and a blog set up before you open your doors.  If you are already open, don't sweat, just get it done.  NOW!

Ok, now that is out of the way....

When I use the term story, I am not referring to YOUR story.  Yes, you have a story about your business, how you got started, when you opened and all that.  Your story DOES need to be told, I am just not referring to that right now.   Also, I have included a worksheet HERE if you would like to download it and take notes as you work through this process.  

If you hate reading, watch the video below!

So, to connect with your audience you need to tell your customers a story about themselves and show them how they can help themselves by using your product/service.  You need to truly care about what ails them.  Be the all knowing mentor who the are waiting for to better thier lives.  

Step #1: Define what the customer wants in life

This might be a:

• Physical Need - Hair Removal, Food, Shelter

• Mental Need - Knowledge, Edge over competition

But if you really break it down, everything you sell comes back to an Emotional Need.  Look at it this way.

• Hair Removal - Improved Self Esteem

• Food - Social Acceptance or Emotional Comfort

• Shelter - Security

• Knowledge - Self Esteem or Self Improvement

• Edge over competition - Security, Self Esteem, Admiration of others

You see what I mean.  Figure out the ONE thing that your customer wants more than ANYTHING in the whole world, as it relates to what you are selling.

For this blog, I am going pretend that I own a Rustic Furniture Company.  My customer (a female) will buy a new piece of furniture for thier home from me.  What ONE thing does the customer want?  She wants to be tied to her roots.  She wants to buy something that brings her back to a simpler time in history when homes were centers of activity for the family, not just holding places for eating and sleeping.

Step # 2: Address the problem that is getting in the way.

You have identified what your customer REALLY wants.  Now you need to pinpoint why she doesn't have it.  Look at it from three different angles.  

• Outside - From the outside, what appears to be the problem?

• Inside - When you really get down to it, what is the real problem?

• Fundamentally - When you break it down even farther, to a level that even the customer might now realize for themselves, what is the REAL problem?

This may seem confusing, so let me use our furniture story example to elaborate.  On the outside, the problem might be that the customer doesn't know where to even find the piece of furniture that she wants.  Let's say that she sees a beautiful rustic dining table in a magazine.  The first thought in her mind is that she loves it but hasn't the slightest idea where to get something like that.  It must be custom made.  Which leads us to the Inside problem....

On the inside, she is telling herself that the custom piece must cost a fortune.  Then maybe she starts telling herself that she doesn't even like that kind of table anyway OR that the table she saw at Rooms to Go was ok enough.  Which brings us to the fundamental problem...

Fundamentally Deep DEEP down, she doesn't want to ask her spouse to buy the table.  She knows it would be a stretch to afford with the kids activities and the vacation coming up, another table would DO just fine.  She doesn't NEED a fancy, custom table.  What she is saying (and she doesn't even realize it) is that what she wants is not as important as what the other people in her family want.

You see how that works?  Whoa!  Right?

So, now that we know what the problem is we need to figure out how to solve thier problem, right?  

WRONG!

Step # 3: Be the problem solving helper

As a business, you need to approach your customer as someone who truly wants to meet thier needs, not just someone who wants to sell them something.  You want to empower them to make a good decision for themselves.  You do this in two ways: 

• Show Empathy

  • Understand what they are going through. Genuine interest in thier lives will go a LONG way in fostering trust and likability

• Show Authority

  • Be the expert that they can turn to, even when they are not buying anything...especially when they are not buying anything.

Back to our furniture buyer,  she wants the dining table from the magazine.  To establish empathy, your blog posts on your site can be about

• How a piece of furniture can bring a family together

• A memory piece about your Grandma's Table at holiday time

• How your pieces can be passed on as family heirlooms

Then add in the Authority with posts like: 

• Why Custom Work Costs More

• The variables that go into custom work

• What is the difference between custom and semi custom work

Notice how you are connecting with the things that she worries about and answering those worries with your writing/videos.  Now that she feels like you understand what she wants AND she feels more confident in making a decision about the purchase, show your what to do next.

Step #4: Map it out: step by step

This is where your advertising comes in.  It doesn't have to be straight to consumer (Newspaper, Magazine, TV, Social Media) but it can be.

You need to:

• Address what they need

  • The piece of furniture before Thanksgiving

• Set up a plan

  • The process for ordering a custom or semi custom pieces. The more knowledgeable the customer feels, the more likely she is to stop dreaming and make a move to buy.

• Execute in an affordable way

  • This does not mean to sell for less than something is worth, especially if you own a service based business. I means to lay out any financing, payment plans, return policies, or anything else that is important to the buying process. Lay it out where your customer can see it, ask questions about it, and feel like they are in charge of the transaction. No Pressure to buy = Less buyer's remorse!

Ok, so your customer knows everything there is to know.  They know what they they want.  They know why they want it.  They know how to get it.  Now, after all of the due diligence, is the time to make the move to sell.

Step #5: Call them to Action

Show them what the outcomes will be if they DO or DO NOT buy your product/service.  Call them to action by asking questions. 

With Your Product/Service:

• Don't you just love this table?

• How beautiful would this look with your Grandma's Christmas Centerpiece?

• We love the red, white, and blue against this hand scraped pine. Don't you?

Without Your Product/Service:

• Do your holiday's look like this? They don't have to.

• Why assign the kids to another table at Thanksgiving? Bring the Family together.

• No room for the newest member of the family? We can help!

Well, that's it folks.  I hope you have learned something new today.  I wish for your business is to Grow and Grow and Grow until you are forced to sell it all and live on a tropical island or snowy mountain cabin, You pick! :)

Please reach out with any questions or comments at my EMail: Sarah@BuzzHustle.com OR connect with my online on Facebook: @BuzzHustle or Twitter: @Buzz_Hustle.

If you didn't get it before, please get your worksheet HERE.  Work through this blog post with your most profitable product/service.  It will change the way you look your customer base, I promise you!

Social Media Is The Word of Mouth Of Today

““Word-of-mouth marketing is the best form of free promotion”
”

— Bernard Kelvin Clive

This is the introduction to a blog series I am writing/videoing called 'Getting the Word Out.'  It is based on a class I taught last year to local business owners.  

I know that being a business owner is tough and time-consuming.  There are no official holidays or worry free weekends.  You are in your business all the time, even when you are not there.  With this in mind, I wanted to share some of the ways you can tell the story of your business, connect with your customer base, and grow your business in a simple effective way.  

The series will include:

• How to Create Quality Content

• Tactics to get your brand seen (aka Product Placement)

• The When’s and How’s of Posting

• Tagging and Sharing Strategy

It is not about sales and gimmicks.  It is about connecting with your customer like the shop owner of years gone by.  Get to know them, let them get to know you, truly care about them, and they will pay you with loyalty.  We are coming out of the age of cheapest is best.  Today's consumer wants quality and uniqueness.  They want to tell the story of the super nice insurance agent with the cute twins or the sweet candy shop owner with the parrot.  The reality of today is that in addition to telling their friends the next time they see them, they will tell everyone they kind of know on social media right then...with a picture.  It is word of mouth advertising on steroids.  It is our new reality!

5 Simple Habits for Social Media Success

Social Media can be hard to handle.  What do I say?  How often should I post?  What platforms should I be on?  Slow down, breathe, and start with these 5 simple steps.  The rest will come with time!

1. Use the platform that works for you

   If you sell something beautiful, you should be on Instagram. If you create services that should be shared, be on Facebook. If you sell to other businesses, build your LinkedIn network. “But the pros say I should be on….” Who cares what everyone else is doing? Do what works for your brand and your audience. Step outside your comfort zone to try new things for 90 days at a time. If you are not gaining momentum or you find it hard to connect with, leave it. You may be saying, “But everyone else is doing XYZ”...Don’t cause yourself more stress. Just do you!

2. Be predictable

   If you post on Monday mornings with a weekend debriefing, your customers will come to expect it from you and even look for it. The one time you miss, they will call you out. Building trust and relationship takes time and effort. You want those who buy from you to be your biggest advertisement. It costs 5x more to acquire new customers than to retain current ones. Plan time to interact with your customers on a regular basis. It doesn’t need to be every day. Pick a pattern that works for you and run with it.

3. Be unpredictable

   While it is true that you should build a rapport with your customers to where they know what to expect, you also need to have a few surprises in your pocket. If you usually post tips or quotes, pop on with a live video every once in awhile. If you typically post sale items using a picture, use creative wording in a graphic instead. Do something out of the ordinary every 2-3 months to catch your audience off guard. They will love you for it.

4. Tell Your Story

   Social Media will not work for you if you are doing it to sell. I am sorry, but it is the truth. People can smell a sales pitch a mile away. If the only thing you post on your social accounts is what you want them to buy, you will have a flat social media presence. No eye-catching graphics or fancy videos will fix that. You need to create a feeling around your product/service. Tell your audience why you are in the business you are in. 98% of the time, there is a beautiful story with great intentions. Convey that! People follow ideas, causes, stories...not products. The products are the result of the story. Show personality and be vulnerable. That is what is important to those who will buy from you.

5. Keep Your Chin Up

   Most social media marketing doesn’t directly tie to dollars. It can seem like you are doing all this work for nothing. The ROI is invisible, what is the use? DON’T THINK LIKE THAT! It takes time and effort to build a business, and sometimes a business doesn’t turn a profit for years. Then one day, BAM! It clicks or something strikes a chord with customers and you are an ‘overnight success’ that has been in business for 10 years. Social media is very similar. It will take time to build a following of a true community, but when you do, they will follow you anywhere and buy pretty much anything from you. Build the relationships and do the work, the payoff will come. Trust the process!

4 Questions To Ask Yourself Before Starting Your Holiday Social Media Campaigns

 It is November 1st.  The holiday season is now in full swing.  Are you ready?  

I have put together a simple list of questions to ask yourself regarding your Business' social media activities during the holidays.  

1. Do you know EXACTLY who you are targeting? 

FACT: If your plan for marketing during this Holiday season is to cast a wide net and hope for the best...think again!  Research has proven that the wide net strategy DOES NOT WORK!  Focus in on your ideal customer, market to them, make them feel like you are speaking directly to them, and they will respond.  

2. Do you know what your Ideal Customer WANTS?  Do you know WHY they want it?  

FACT:  Customers do not buy products.  Customers buy solutions.  You need to address the problem the customer faces, show why your product or service is the answer, and let them know how to get it.  I know I am oversimplifying a bit, but you get my point.  Your social media marketing is NOT about what you sell, it is about the need you fill.  

3.  What Imagery and Copy (graphics, photos, language, font style, etc) appeals to your ideal customer the most?   

FACT: Just because it is winter, doesn't mean you need to break out the snow scenes.  Some customers will love a good 'flip flops in December' joke.  Some will want flowery, scripty quotes.  Some will love a video of your employees singing carols in ugly sweaters.  Be sure to speak to your audience in the way they respond to.  Your message (and profits) will benefit from a little extra thought being put in!

4. How are you planning to target your current customers?

FACT:  Repeat Customers are the key to your business!  If you sell a product, create a special advertising push to those who have already proven that they like your stuff.  If you sell a service, cater to those who love what you do and want to experience it again.  If you are in a business that isn't 'repeat' friendly, remind your customers why they like you and offer a benefit for referring you.  To ignore your warm market is to invite everyone but your best friend to your party.  Don't do it!

So, there you have it.  A few things to think about before putting anything online to promote your holiday specials.  If you would like help brainstorming these questions and working on strategy, set up a consultation with me.  I would love to help make the 4th Quarter of 2016 your most profitable!  

Contact me on any of these platforms.

The 10 Minute Fix to Perfecting your Facebook Business Page

At some point in the past, you started a Facebook Business Page.  Maybe you did it yourself, maybe your employee did it.  Either way...it is done.  Here is the killer question: Was it done well?  Are there elements that are missing that could be impacting your business?  Do you look as professional as you should?  

Have no fear!  I am going to give you a 3 quick fixes to make sure you are maximizing your pages potential.  Ready, Set, GO!

1. Vanity URL

Your Vanity URL is the name of your site in the Facebook web address (ex. Facebook.com/BuzzHustle) AND it is also the tool used to tag your business in conversations (EX. I Love @BuzzHustle so much!).  If you are missing this important key, it is a super easy fix!  

On your main page, click on About.  Then Click Username.  A new box will pop up where you can enter your wonderful name.  If it gives you an error, pick another one because the one you want is taken.  

2. Cover Photo

Your Cover Photo is super important.  If you already have one, go to it and make sure it follows these rules.  If you do not have one, do this immediately!!!

Rule 1: Make sure all text fits in the box on both Desktop and Mobile.  In July, Facebook began rolling out a new business page format.  This made cover photos not display correctly.  Make sure yours does!  If your photo is getting cut off on the sides on mobile, try cropping it to 838px X 315px.  This should adjust correctly on both devices.

Once you get your Cover Photo Uploaded and looking awesome, click on it.  See that box to the right?  Fill it in with information about your business AND your contact information.  Small Change, BIG impact!

TIP: To make your Cover Photo have maximum impact, Use it to showcase something impactful about your business.  You do not have to use your logo or any words or you can make it nothing but text,  but you do need to showcase what is awesome about your business!  Here are a few good examples.

3. Profile Photo

Look up at the cover photo examples again.  Notice the profile photos on the left?  

The profile photo is a logo for a company and the person's face for a personal brand.  If you are a company, your logo should be simple, bold, and easy to read.  If you are a person, your photo should show your face clearly.  Remember that the profile photo is most often seen next to your posts and comments.  It is REALLY small!  Make sure you can see it well on any device!

Again, just like you did for the cover photo, click on your profile photo and add a sentence or two into the description box to the right.  Make sure you include a way to contact your company.

That's it! DONE!  

See that wasn't so bad, right?

Time is Money: The Plight of the DIY Business Owner

You will never 'find' time for anything. If you want time, you must make it. - Charles Bruxton

We, business owners, are a tough bunch.  We want to do everything ourselves.  We want to have our hands in every pie.  The only way to know that things are getting done right is to do it ourselves, right?  Sound Familiar?

That philosophy sounds all too familiar to me!  I am bookkeeper, secretary, graphic designer, marketing dept, janitorial services, and anything else you can think of.  I am a solo social media generating machine.  Slowly, I am learning the important lesson that I can't do everything.  My business is actually better off if I resist the urge to do everything.  Getting outside eyes looking at my branding, copy, videos and course presentations helps keep things fresh!  

I know it can be scary letting go of the reins, so I suggest giving up one small thing that annoys you the most first.  For me, it is proofreading copy.  I hate going back and making sure everything makes sense with grammar and punctuation.  Pssst....guess what?  I didn't outsource this to a person.  I did it with an online program called Grammerly. Easy Peasy!  

So...now your turn!  What are you going to let go of first?  

Tweet your answers to me: @buzz_hustle

Spotlight on Coworking: Is it for you?

Six months ago, I decided to transform my 'mommy needs to lose a few pounds' weight loss blog into a social media helper service.  I honestly didn't think it would take off like it did.  I just wanted to help the mom and pop restaurant down the street get those good reviews on facebook up and maybe get a menu online.  It didn't take me long to realize that LOTS of people needed my help.  

While the kids were at school and I was slaving away at the kitchen table, things kept jumping out at me.  Dishes screaming "WASH ME!" Toys begging to be picked up.  The nagging thought of the laundry needing be in the wash while I typed away.  After about a month of this, I told my ever supportive husband that I needed to get out of the house!  He was like, 'Yeah?  Take your laptop to Starbucks or something.'  So, I did.  

The first day, I sat facing the windows.  Bad idea!  I was distracted by every Tom, Dick, and Barbara who walked through the door.  Day two was better.  I sat with my back to the door with my music on.  I got a bunch done, but I felt like I should be buying more coffee as my first cup emptied.  What is the coffee-to-time ratio?  Are they watching how long I stay?  What if I become the annoying freeloader?  So, I bought another coffee.  I went home and told my husband about my day.  His advice, "If you are going to pay $10 a day to work, you might as well rent an office."  Good Point, Hun.

So, that night I started to research workspaces for rent in the area.  I came across a place right up the street called ScribbleSpace.  They had cubicles for rent, as well as a shared coworking space.  The pictures made it look so....COOL!  Mind you, I am 30-something...a millennial by the skin of my teeth.  The thought of working at a hip place appealed to me.  (I understand that saying the word hip in fact makes me not hip.)  So, the next day I went to check it out.

I pulled into the cul-de-dac at the end of the street and walked up.  It's orange umbrella table instantly gave it a sense of energy.  The door and windows were plastered with upcoming event flyers.  As I walked in the door, there was a cool dividing wall/art piece.  I checked in with the lady at the front window who gave me a free pass for the day.  

The room was empty.  Bummer.  I was looking forward to a dozen worker bees with earbuds jamming invisible music.  There was a counter on the right with really tall office chairs.  To the left were 2 conference rooms and an old fashioned phone booth.  I found out later that this is a soundproof booth for phone calls.  Cool!  

In the middle of the room was a floor to ceiling while column with tables all the way around.  Each place setting had dividers on either side.  I picked a chair at the center table, unpacked my things, and settled in.  Before I knew it, my phone was buzzing at me and my husband was asking how my day had gone.  

Wait, What?!?  What time is it?  Oh Crap, the kids!!!!!

Yeah, I had gotten in the zone and lost track of time.  I rushed off, picked up the kids, and started thinking about what had happened.  The work environment was so peaceful, distraction-free, and easy going that getting work done was easy!  The only problem...Where were the people?

I have been a member of this coworking space for going on 5 months now and I think I have figured out the answer.  With the exception of 2-3 regulars, people don't think it is worth the membership fee to come in.  They think they can go to the local bakery or coffee shop and save money.  If you go every day but order nothing that could be true.  However, if you want to be a good patron and earn the approval of the baristas, you need to make a purchase.  It is just the way of things.  They are unknowingly nickel and diming themselves beyond the coworking membership fee! Also, free wifi and a cup of coffee seem like a fancy idea.  I thought so too at first.  However, if you need concentrated time with no distractions to get stuff done, the coffee shop might not be for you.  If you are like me, when I leave my morning work session, I don't get to return to my laptop again until after 9 PM (aka kiddie bedtime).  I need to optimize work time!  Also, they don't know the peace that comes with a soundproof booth, pristine bathroom, and tribe of other home dwellers.  I love my coworking space.  I wouldn't go back to coffee shop working for anything!