Starting a Facebook business page and getting high quality followers can be challenging, what more turning these followers into customers. Sadly, many small businesses in Singapore are making mistakes on Facebook marketing that are turning people away from their brand.
These common Facebook marketing mistakes must be avoided at all cost if your business intends on getting more fans and customers from Facebook.
#1 Too much promotional content
I’ve seen many Facebook pages of companies in Singapore making this mistake. Small business owners think that Facebook is some sort of a Straits Times Classified section where they just spam all their promotional banners and offers.
Put yourself in your audience’s shoes. We live in a world of excessive advertising – there are adverts everywhere we look. There is enough advertising in the traditional space that overwhelms us, but talk of the online environment? Dealing with online adverts is one of the daily annoyances that customers have become accustomed to and as a result people tend to switch their minds off when presented with an advert. It’s a turnoff.
Facebook audience will not come back to these kind of pages. But how much is too much and just how often should you be posting purely promotional content? There’s no short answer to this. The idea is you have to educate, entertain, and engage an emotional response from your customers. The Triple E method as we call it. When you implement the Triple E method, you’ll find that you’ll stand out from the social media clutter of noise.
I’ll give you some examples.
Blinds vs curtains. Which is better? Your customers would love to find out. This post is for a furniture business that sells blinds, wallpapers, and flooring. When you educate your customers, you’re positioning yourself as an expert. People buy from experts. Experts can sell their products at higher prices.
Entertain your audience with interesting posts that are related to your business. This post is for a business that does baking classes. Good visuals definitely helps, just look at the number of shares and likes 😉
Engage people emotionally
A high quality image and a description like this triggers an emotional response in your Facebook audience. This is for a furniture company that predominantly sells Italian-made sofas. You don’t have to post heavy content on your Facebook everytime. Content like this triggers an emotional response in your customers.
They view your products differently, and would certainly cement yourself in their minds as a company that sells high quality sofas. Don’t forget that Facebook is a social platform, where people share things they find funny, interesting, and informative. Social media users logon to the various platforms to discover new stuff.
So think about the kind of content that your customers would like.
#2 Lack of content marketing strategy
One main reason why companies are just posting promotional content on their Facebook page is because of a lack of knowledge on what to post. They usually post random content that has no clear direction.
What can a TGIF post, or a Happy New Year post do to your business?
Your Facebook activity is all over the place and you’re probably just trying to ensure that you have some kind of activity. After all, something is better than nothing right? Well, if you want to see profitable results from your Facebook efforts then this statement is wrong. What better way to chase customers away than to offer them boring and irrelevant content? There is enough boring in the world and people don’t need any more from your brand.
Put yourself in your customers’ shoes and understand what kind of content they need. Give your audience what they want and need. If you remain mediocre and boring, your customers will not find you relevant in their lives and will not engage with your brand. Posting boring and irrelevant content on your Facebook page is a way of de-marketing your brand – you’re encouraging your audience not to engage with you. Be exciting and always aim to offer value to your audience.
Results on Facebook don’t just happen by accident, every single activity is planned and deliberate – even the unplanned content, that should have a plan too. In the social media space, content is everything. According to Content Marketing Institute, 70% of surveyed marketers say they are creating more content than they did a year ago.
That means for your company to stand out, you need to have a content marketing strategy. An effective content marketing plan consists of asking yourself the following:
- Who is your target market? Demographics, habits, interests, etc
- What are their problems/wants/needs?
- What are the popular content that your competitors have?
- What unique value does your business add to your target market? What are your solutions to your target market’s problems?
Understanding your target audience thoroughly will assist you creating and delivering content that is relevant to their needs. Also, knowing your brand story will help you create an appropriate personality that will give character to your messaging.
Other than asking yourself these questions, you could find more content ideas through Facebook (use the search tool), Pinterest, Google images, Buzzsumo and Twitter. See what’s working out there, what kind of posts have the most engagements. Aim to post around twice a week. That’s the ideal frequency for typical small businesses.
Too much content would annoy your fans. Too little, would make customers think that your Facebook page is outdated, and hence, think that you might have gone out of business.
#3 Not responding quickly
When customers go on to a business’ Facebook page to communicate with you, they expect an immediate response from the company. We live in a world where we expect instant response.
Customers may feel the need to contact your business through Facebook for any enquiries. Facebook is a tool that can be used for multiple uses, one of them as a customer service platform. Many clients of ours receive 20-40 messages on their Facebook in one weekend. People are using Facebook to contact you.
Not responding fast enough to users’ messages can give a negative impression and most importantly it can negatively affect your sales. Facebook has realized how important it is that businesses with Facebook pages respond to user posts and messages that they have created a tab on every page that shows the response time.
Imagine coming to a Facebook page and seeing that your respond time is fast. There would be a higher percentage of people enquiring about your products/services.
#4 No Facebook marketing sales funnel
Facebook has so many features that you can use to grow your business. But herein lies the problem. Many businesses do not know how to use those features in a proper, coherent manner that drives sales.
What works and what doesn’t? What’s the best way?
In offline sales, companies typically have a sales funnel. It can be something like: Have a roadshow, give people free gifts to entice them and get their contacts, follow up on these contacts, offer them a free consultation or free sample of your product, and ultimately sell them. So if there’s an offline sales funnel, there’s no reason why there shouldn’t be a sales funnel for online marketing.
Without a proper sales funnel, you’re wasting your time and money on Facebook marketing. Before I go into what an effective Facebook sales funnel looks like, I’ll talk about the state of mind when people use Facebook, and why marketing messages on Facebook needs to be different than messages on other marketing channels.
People go to Facebook to discover new things 95% of Facebook users aren’t in a purchase mood.
They don’t log on to Facebook with an intent. They log on to Facebook purely to discover new and interesting stuff, and connect with friends. People go to Google with an intent, to search for something, that’s the main difference between Google and Facebook marketing. So if you’re selling something to people directly on Facebook, that might not be the most effective method.
You might find that many people engaged with your ads, have a volume of people clicking to your website, but conversion to sales is very low. That’s the problem.
When you sell something directly to people who are not in a purchasing mood, most of them simply ignore your ads. It’s a big jump to get Facebook users to buy your stuff immediately when they’re not in the mood. And when 95% of them exit from your ad, you simply wasted your Facebook ad budget.
It’s either a yes or no, and most of the time, it’s a no from your prospects. So what’s a better way to do Facebook marketing? You need to nurture your prospects, and get them to say an easy “yes”. To get them to say an easy “yes”, give them an offer that is attractive and easy to say yes to. It can be something like: 10% one-time discount coupon, a free gift if you purchase above $xxx, a free consultation etc.
Now that you’ve had a brief understanding of Facebook users, let’s go back to the sales funnel. Typically, the sales funnel that we use for our clients’ Facebook marketing looks something like that:
- Drive Facebook traffic to landing page
- Give an attractive offer to consumers in exchange for their email address
- Nurture these leads using email marketing
- Do remarketing to people who visited your landing page but didn’t become a lead
Reason why we want to collect email addresses is because by doing so, you can reach out to these people who are interested in your services/products in two ways: emails and Facebook.
If you don’t collect their email addresses, there’s no way you can reach out to these people again who have shown a slight interest (when they click on your Facebook ad to your landing page) in your products/services.
Frequently communicating and educating with these leads will allow you to stay top of mind in your customers eyes. When these customers want to buy your products/services, you’ll most likely be the first one they think of and go to.
#5 Poor visuals
Our world is becoming more visual. 10% of photos taken by humans happened in the past year. The most popular social media platforms are image centric – Facebook, Instagram, Tumblr, Pinterest.
Our attention is also becoming shorter. From blogging (where people had to write long blog articles), to Facebook, and then Twitter (where you can only communicate within 140 characters), to Instagram (one picture).
The best way to stand out and capture people’s short attention span in this day and age is through a picture. A picture is worth a thousand words. People are also more likely to buy and engage with your content if it has quality images.
Visuals can work both ways. Your visuals can speak either a thousand good or a thousand bad words depending on your presentation. How would you judge someone in an interview that came dressed dirty and scruffy?
Certainly not in their favor. Customers will judge your business based on the Facebook appearance displayed through the quality of your visuals. Poor quality and low resolution images should be avoided completely as it gives a negative impression to your customers. Many small business owners in Singapore think that they can save money on visuals by taking photos from their catalogue or suppliers, but that usually doesn’t cut it. Those photos are either low res, or dull.
It doesn’t stand out.
The most popular Facebook pages have stunning images. Our clients who took the effort to take high quality photos of their products are doing significantly better on Facebook marketing than businesses who don’t dare to fork out some money to hire a decent photographer to take photos.
#6 Expecting a miracle with little resources
Too many times, when I meet potential clients, they tell me that Facebook marketing doesn’t work for them. When I probe further and ask what have they tried on Facebook, they would say something like, “I’ve tried boosting a Facebook post with $50”, “I’ve tried posting some content on Facebook, but nobody likes it.
There’s no sales coming from my Facebook.” Really?
You expect a miracle from a $50 ad? You expect sales from random and useless Facebook posts? Getting sales from Facebook is not easy. If you’re planning to manage Facebook marketing by yourself, then you need to set aside time to do research on the kind of content that works. Look at my point above on how to plan for a content marketing strategy.
Good content involves understanding your target market, and expertise in your industry. It takes time and effort to develop good content that can generate sales.
With a $50 ad spend, do you think the conclusion that you draw is accurate? There are many factors that affect the effectiveness of Facebook ads. Your target audience, your ad creative, message, visuals, timing and etc. Don’t rule out Facebook advertising as a viable marketing channel. Test with a bigger budget, and test smartly.
Now that you are more informed about the common Facebook marketing mistakes that small businesses make, remember that your Facebook page is your 24/7 salesman. Invest in areas where you need to, be it design, or content. Focus on activities that will drive your brand towards positive engagements with your customers.
The idea of selling your products or services on Facebook may seem like a very exciting marketing tactic considering there are around 3 million users in Singapore who are on Facebook.
This is a whopping 55% of Singapore’s population! Reaching more than half of Singapore’s population is a marketing method that’s too good for you to miss. Many businesses in Singapore are using or have tried using Facebook marketing.
Unfortunately, many of them say that they’re not getting much sales from the platform. No worries, all is not lost and there is something you can do to get sales rolling in through Facebook.
We’ve helped clients generate $250,000 in sales consistently every month from Facebook marketing alone, so we’re gonna show you 11 scientific reasons why you’re not getting customer enquiries or sales from Facebook marketing.
1. Poor visuals
Which is more appealing? The picture above, or the picture below?
Obviously the picture below, right? Having attractive images and videos as part of your social media marketing plan is an ever growing trend but the importance of good quality visuals on your Facebook page is too great to ignore.
Communicating on Facebook with poor visuals is a representation of the product or service potential customers can expect to experience. In fact, in certain industries, customers regard visuals of products/services higher than they do reviews or ratings. Good visual posts are three times more likely to be clicked on than just ordinary text.
High quality images and videos have been proven to increase conversions by over 80%. They will also make your brand stand out from the noisy online crowd and is a great way of making a memorable impression.
If you’re still not convinced, take a look at the direction Facebook is going in. They have advertising policies like not having more than 20% text in your ads. This shows you that Facebook wants to keep it’s platform visual. Another reason why good visuals are better is because we live in a cluttered world. We are bombarded with information every minute. Users don’t have much attention to pay to your boring visuals or long text posts.
As the adage goes, a picture speaks a thousand words. How true.
2. You’re overselling
Overselling on your Facebook page is criminal.
Customers dislike having to be constantly marketed at; after all they have to deal with this throughout their day and you certainly don’t want to add to their irritations. There’s a research that found we are bombarded by an average of 3,000 ads per day. That’s a hell lot of ads. We don’t have that much attention.
We are becoming blind to ads. Instead, your brand should embrace inbound marketing strategies to attract customers in by providing value to them. Providing value in the form of education and even entertainment is an effective way to grab their attention and keep them engaged enough to want to buy from you.
I’m not saying that you shouldn’t sell to your customers. I’m just saying that in this day and age, when we are bombarded with so much ads every moment, you need to focus more on educating your customers. Your customers are getting smarter. They compare products before deciding on what to buy.
Consumers need to be educated, not sold to.
You have expert knowledge in your industry. Leverage on this. Use your knowledge to educate and engage your customers. When you educate, you conquer. You build trust. You’ll have your customers’ attention and they will value your business and the products and services you have to offer.
3. You’re not engaging with your audience
Just as with any relationship, communication is a two-way street. It’s not all about your business and what you have to say, but the voices of your customers are just as important.
Making your customers feel important, valued as well as making them feel that your business has an interest in them is an important engagement objective. Engagement on Facebook is in the form of likes, shares, and comments. All three are different ways to get your Facebook fans to interact with your brand.
The objective of Facebook comments would be to hear what your fans have to say, while likes and shares will help your brand increase your organic reach and visibility. In order to create engagement with your Facebook fans, your business should consider engagement tactics such as contests, questions or surveys as well as sharing content on current affairs and news that is relevant to your line of business.
4. Your Facebook page lacks a likeable personality
The reality is that people relate to people. They don’t relate to cold, impersonal businesses. Look at the big brands. From Ikea, to Nike, they all have a likeable personality that connects with consumers on an emotional level.
Creating a likeable personality on your Facebook page is critical in getting your customers to remember you. Staying top of mind in your customers’ head is the first step to selling them. People enjoy brands that are real, authentic and are relatable. Boring is not enjoyable and neither is it memorable.
People want to be empathized with. How does your business empathize with your customers? Knowing the needs/problems of your customers will help you to create a brand personality that they need in their lives, just like a friend. Once customers remember your brand, you will have their loyalty. Their loyalty is what will generate the sales you need from them.
5. Your products/services are simply not good enough
Sometimes, no matter how well you do your Facebook page and ads, the sales just doesn’t come.
The truth is that your products/services might not be good. People don’t need them, or your competitors have better products/services. Are you offering stuff better than your competitors? Are you giving more value to your customers compared to your competitors? *Note: Even though your products might be cheaper than your competitors, it doesn’t mean that you’re offering more value to your customers.
Customers want value for money, not cheapest products.
Does your product/service solve a problem? Great products/services solve a problem. If your products/services don’t solve a problem, it’s harder to sell to consumers. They don’t need it now. It’s a want, not a need. Even if your products/services solve a problem, are you actively communicating that on your Facebook page?
Even if your business offers the best priced products or services, as long as you’re not communicating this key message, then it’s difficult to get sales from any marketing efforts. You can communicate this key message on your Facebook page in two simple ways:
These two areas are areas where customers will look at immediately when they come to your Facebook page.
6. You’re not conveying your unique selling point (USP)
Chances are, your business has many competitors and you can’t stand out from the crowd. Having your USP conveyed will set you apart from your competitors and help your audience to make the decision to buy from you and not your competitors. Your USP should fulfil 3 criteria:
- True – is your USP true? For e.g. cheapest furniture store in town. Is this claim true?
- Relevant – is it relevant to your target market? Does it matter to them?
- Provable – is it provable?
Customers don’t have the time to search high and low for your company’s USP. Make it prominent on your Facebook page.
7. There’s no proof
When customers land on your Facebook page, they only have a limited attention span of 15 seconds to look at it. Within that time frame, you need to show customers why you have a credible product.
That credibility is built from proof. Advertising has a bad name in Singapore. Many people get cheated. Singaporeans are becoming more skeptical. Without proof, people will surely not buy from you. We see your Facebook page as your 24/7 salesman. Salesmen need proof to sell, what more, a salesman that works for you 24/7.
People can come to your Facebook page anytime. They might not call you to enquire about your products/services. They might not give you a chance to explain. So, make sure that your Facebook posts, graphics, content, included some sort of proof that shows customers why they should trust you and buy from you.
Proof can come in the form of customer’s testimonials, before/after photos, celebrity endorsements, research backing, demonstration of how your product works, and many more.
8. Boring headlines
What is the first thing you notice when you scroll down your news feed either on Facebook or any other platform, other than a striking image? A great headline! Most Facebook users will just keep scrolling down their newsfeed if your headline doesn’t capture their attention. Spend some time brainstorming headlines before you post your content.
Keep your headlines curiosity-centered, so that customers will want to know more by clicking on your post. Check out this post on how to write great headlines.
9. Your competitors are doing it better
Consumers are getting more and more informed. With review sites like HungryGoWhere, TripAdvisor, Hardwarezone, Facebook pages, tons of websites in your niches etc, information is more transparent than ever. Consumers can find out what they want to find. Pricing of products, credibility of company, quality of products and many more.
Consumers do their research before buying. They will always go with what they feel is best. If customers are not buying from you regardless of what you do, the hard truth might be your products are not better than your competitors’. Spy on your competitors and follow what they are doing. Are they offering a better deal than you are?
What can you do to offer your customers better? Always stay on top of your competitors to remain competitive to ensure you are always offering better value to your customers.
10. Your product or service is not something anyone would buy online
While we live in a fast moving technology world where almost anything can be bought online, there are some cases where selling a particular product or service online is not practical.
Here’s an example: a man is looking for an engagement ring online, as he want to propose to his girlfriend. His budget is $5,000. While he may do a lot of online browsing, there is little chance he may make an online purchase of that value without seeing the ring in person first. There are many similar cases of scenarios where an online purchase is unlikely.
If your products or services fall under this umbrella then instead of expecting online sales, you should focus on driving the leads to your retail outlet. Think of ways to drive people down to your store, e.g. have an one-time discount coupon if they present it at your counter.
11. You’re not doing Facebook advertising
You thought you could get sales rolling in without paying a dollar for it? While this may be the most profitable scenario, unfortunately it may not be realistic. Facebook has become a pay-to-play platform.
Facebook organic reach is dead.
Organic reach has been shown to only reach 2% of your fans. That’s a hell lot of fans, not. It’s not even a significant number for Facebook pages with fans upwards of 100,000, what more small businesses with fans around 1,000? Spending money on Facebook advertising is a must. And most importantly, it has high positive ROI.
Facebook advertising allows you to target the people who’re interested in your kind of products/services at an extremely cheap price. Take a look at one of our client’s Facebook marketing results.
With an ad spend of $1,500, he was able to reach 227,135 people. The cost per click was only $0.12. Guess what was the sales result for this local retailer? $37,000.
What’s the ROI? A whopping 2466%. An ROI of 2466% is not a figure you can achieve with most other marketing channels. This particular client achieved an average ROI of only 153% on search engine marketing.
Of course, we’re not saying all clients will achieve this kind of results. It depends on many factors. But most of our clients achieve a significant positive ROI from Facebook marketing campaigns. After considering the reasons why people are not buying what you’re selling on Facebook, take a look at what you can improve and change.
We guarantee that you’ll see improvements in sales, based on our consistent track record of running profitable Facebook campaigns for our clients.
Want to know how we do it? I invite you to attend our flagship course that shows you how: www.canny.com.sg/seminar
So you’re looking for an SEO agency with the promise of getting your website on the first page of Google.
Getting in front of your potential customers who are searching for your products/services is a wonderful thing, and you might be tempted to think that with these “Guaranteed SEO Packages”, you can rank on the first page and dominate your competitors. We are sorry to burst your bubble, but the real world of SEO is not as simple as you think.
SMEs like yourself have been lied to and cheated by SEO companies more than we can ever remember. Very few companies recoup their SEO investment. How do we know this? Simply from our years of being in the industry, information obtained from industry insiders, and having seeing the work done by unethical SEO agencies ourselves.
The 3 Dirty Truths that SEO Companies Don’t Want You To Know
Dirty Truth #1: Nobody can really guarantee results
Why? Because the only person who controls the search rankings is Google. Anyone who says they can guarantee rankings might as well start a different business and get their websites ranked up the first page every single time and make millions.
All these guarantee sales pitches are rubbish, and is simply a desperate tactic agencies use to get your money quickly. If you see an SEO agency who guarantees results, please run away. I personally know of digital agencies who faced lawsuits because they guaranteed results and did not deliver. Clients were angry and sued the agency. And this leads me to my next point…
Dirty Truth #2: Proper SEO does not come cheap
In order to execute a proper SEO campaign, one that can bring you long-lasting results, an agency must do a lot of things. These things are:
- Writing high quality content on a regular basis
- Getting high quality backlinks to point to your website
- Having an active social media presence (yes, social media and SEO are linked)
- Fixing your website structure and design to be more SEO-friendly
- Optimizing your website load speed (the faster the better)
and many more. Doing all these things require A LOT of effort. There is no way a proper SEO company can do all these work for $500 – $1000 per month. They would be making a huge loss at this price point.
So the only way to do SEO at this price point is to take short cuts. What they do is use blackhat methods (methods that try to cheat Google and game the system) that might get you banned from Google, or help you rank for easy-to-rank keywords that nobody is searching for.
For example, if you sell furniture, you can easily get the top spot on Google for a keyword like “antique furniture shop singapore ang mo kio”. But this long obscure keyword doesn’t even have any searches on Google. That means no one is searching for this keyword. Take a look at the screenshot:
This data is pulled from Google Keyword Planner. It is a free tool that provided by Google that shows you the number of searches per month for your keywords. So yes, you got your keyword to the top, but that keyword literally gets you ZERO new customers because nobody is typing in those long useless terms.
Ranking for these obscure, no-searches keywords are super easy, and doesn’t require much effort on the SEO agency’s part. That’s how they keep the cost of your SEO packages low. If you want to rank for the most popular keywords, keywords that many people are searching for, then be prepared to pay around $1,200 – $2,500 per month, depending on the number of keywords you’re trying to rank and the competition you face.
Dirty Truth #3: Most SMEs are not suited to do SEO
Just take a look the search engine rankings yourself for any industry. Google favors brands over normal small-sized SMEs. Say you’re in the retail business. Brands like Zalora, Osim, Fortytwo, Zara, CottonOn and etc. They usually occupy the top spot for most keywords. This is because consumers trust big brands more than SMEs.
And Google’s mission is to provide it’s users with the most relevant and useful search experience; and these bigger brands are usually able to provide the most relevant results that the mass consumer market is looking for. This means that unless you become some sort of a brand name in your industry, you are fighting a long, uphill battle to reach the top.
Medium-big sized companies have full time writers, social media team, and in-house SEO experts executing proper SEO techniques for them every single day.
Do you think you have the budget to compete as a smaller sized SME? The likely answer is no. Having said that, it doesn’t mean you shouldn’t do SEO. Not all SEO companies are bad. In fact, there are many great SEO companies out there who do honest, legitimate SEO work that can truly help your company grow.
But make no mistake, they will not be your cheapest option because of the high quality work they do. You can do SEO if you have a decent budget and the ability to wait a longer time for sales to come in.
In other words, you should view SEO as a long term investment that will only start to pay off many months down the road, especially if you’re in a competitive industry. And besides, for SEO in competitive industries (i.e. finance, education, retail, health and beauty), there is no guarantee if you can ever reach the top spot (or first page) unless you truly have a big budget.
In a nutshell, is SEO right for your company?
If your company falls under any of these categories, don’t think about doing SEO:
- small business with limited funds who are in the finance/education/retail/health and beauty industry
- need sales fast
- need to test your idea
If your company falls in any of the above categories, then SEO will not be the solution for you. And please erase the idea that SEO is free traffic. It is not. It is a heavy investment that will only pay off later.
So if you want to grow your sales fast in a more affordable way, what’s a better alternative?
If you look along the digital marketing spectrum, you have Google Adwords, Facebook and Instagram, LinkedIn (for B2B), Youtube, and etc. The most cost-effective way to grow your company’s sales from our experience, is Facebook marketing.
With click prices as low as $0.05 per click (compared to a few dollars per click on Google), Facebook poses an extremely huge opportunity for SMEs to reach out to their target customers, BUT only if you know how to use it effectively. The screenshot below is a campaign that we did for one of our clients who runs a baking business. We got $0.05 per click (agencies usually get $0.25 – $0.45 per click) on the ad. On the first month, this client got 48 sales from their Facebook marketing campaign alone, with a $1,000 ad spend.
Imagine if they were to use Google Adwords to advertise for their baking class. How much would it cost them to acquire 48 sales? Let’s take a look at Google Keyword Planner’s data.
These are some of the keywords for baking classes. The suggested bid column shows the average price you have to pay per click for each of the keywords on Google. Let’s take the average click to be $1.50.
For every 100 clicks, client has to pay $150. The average conversion rate for a landing page is 2.35%. That means, for every 100 clicks, client will get 2.35 customers.
To get 48 customers, there needs to be 2,042 clicks to the landing page. 2,042 clicks X $1.50 = $3,063. Client would have to pay a whopping $3,063 for 48 sales from Google, compared to just $1,000 for 48 sales from Facebook marketing. Obviously Facebook marketing is the more cost effective option.
And that has been the case for most of our clients. They get immense ROI from the Facebook marketing campaigns that we run for them. At Canny Digital, we have been successfully helping SMES generate as much as $2,500,000 in sales from Facebook marketing campaigns.
Want to know how we do it?
I invite you to attend our flagship course that shows you how: www.canny.com.sg/seminar
When small businesses create a company Facebook page, the first thing they worry about is where to get the fans? How do I get them to like my page? Force my customers to like it? Tell my family and friends to support me by liking my page?
We all know that at the end of the day, that doesn’t cut it. The likes are fake. They’re not real fans who’re interested in my services/products.
Many small businesses face this issue. They can’t get high engagements on their Facebook page. At the heart of all marketing, be it social media marketing, or any other marketing methods, one of the most important elements to stand out from the crowd and be remembered is to create a likeable brand.
Building a likeable Facebook page starts from building a likeable brand, which is something many small businesses overlook. Maybe some people get it a little. They design a nice website, nice font, cool photography, amazing graphics and etc.
These nice physical graphics and what nots are like a person’s looks and dress sense. But we all know that some people can look good, but have an ugly personality. That’s where the personality of the brand comes into play. Many small businesses haven’t quite nailed down on their brand, what more building a likeable brand.
So in this post, we’re gonna show you some of the traits of a likeable brand. But before that, what is a brand?
(Related: Think that branding is expensive? Read this)
What is a brand?
A brand is more than just a logo. It is also more than just a tagline. A company’s brand is so much more. In fact, if a brand is a person, then a brand is equivalent to a person’s personality. To make your brand likeable, ask yourself, who are the likeable people in your life? What personality traits do they share?
What are the traits of a likeable brand?
They are genuine.
They make you feel important.
They make you proud to know them.
They are humble.
They support a cause.
They are not self-centered; they are givers and generous.
They are positive and cheerful.
They speak your language.
They share similar beliefs.
They are secure.
They follow through on their promises.
They accept you for who you are.
They genuinely listen to you.
They want the best for you.
They are happy when they see you.
Brands are personifications of people. We can take a look at personality traits of likeable people and apply that to our brand building. So take a look at this list of traits and decide what you want to do. Building a likeable brand, or likeable Facebook page for this matter, shouldn’t be the end goal. You want sales at the end of the day. So if you’re doing social media marketing, you’d be interested in our article on: How to sell anything on Facebook.
An open letter to SME owners. Here is the most cost effective strategy to boost your sales this year.
Dear SME owners:
If this is something you can relate to:
“I’m not getting enough leads for my business. Operating costs are high, I can’t seem to grow my sales and I don’t have much control over it.”
Then I encourage you to read this article completely because it will matter a lot to you. The sentiments above is a problem many SMEs face today. Why is this so?
As an SME owner, you have many competitors, be it bigger or smaller than yourself. So you try to beat your competitors everyday.
You can run a Google ads campaign, but the truth is: so can your competitors.
You can create a Facebook page: so can your competitors.
You do newspaper ads or hand out flyers: so can your competitors.
And the worst part? Some of your competitors can offer their products or services at a lower price or with a better offer.
So how can you compete?
This is a never-ending struggle for growth. The very simple reason why you are struggling to see the kind of sales growth you want to see, is in layman terms, due to lack of branding.
With proper branding, everything changes.
You see, the most successful local SMEs today all succeeded and flew ahead of their competitors because they have established a brand.
Think of companies like Yakun, BreadTalk, Osim, Tung Lok, Thai Express, Bakerzin, the list goes on. We all know these brands for something specific they do or stand for, and that is why they experience continued success till today no matter if new competitors enter the market.
“Woah branding… so expensive”
That is true. The usual branding activities offered by branding agencies cost 6 figures at least and most SMEs will not be able to afford them. But what if there was a solution to create branding more affordably? Like 5 times less the cost of a normal branding campaign?
As it turns out, there is. We call it strategic social media marketing.
I can understand that when you think about social media marketing, you think of things like posting random Facebook posts, and running a $50 Facebook ad now and then – things that even your mother can do for you.
You are completely wrong. And if you continue to think that way, you will continue to experience slow sales growth.
Here is the truth about social media or Facebook you need to know:
- Facebook is the most cost-effective branding tool on the planet due to its ability to consistently communicate with customers
- You can post graphics and videos that build your brand (pictures and videos capture attention and tell stories)
- You can run ads to exactly the people you want to target at any given time and generate customers on demand if done right (I know because I have helped SMEs generate over $1000,000 in sales from Facebook)
- You can find out who your best customers (the ones who pay you the most are), and reach out to these people at a lower cost
And you can do all of this without the budget of a big branding campaign. The important thing to keep in mind is that Facebook is a medium for communication with customers.
And constant communication will allow you to build a power brand if you know what you are doing. If you don’t believe me think about all the brands you know. Why do you know these brands?
Because you see and hear about them all the time! Usually for one specific thing they do or believe in. For SMEs, Facebook gives you this power – to appear in front of your customers all the time for a cheaper cost than ever before.
So how do you manage a Facebook page that builds your brand and generates sales automatically?
- You need to know how are you different from your competitors, and why customers should choose you
- You need to produce content frequently around your brand values and unique difference
- You need to spend some money promoting these content
- You need to spend some money running ads to sell your stuff
Yes, you still need to spend money. Do not think otherwise. Facebook needs to make money. So in order to succeed in Facebook you need to spend money. There’s no escaping it.
But the amount you spend can be a fraction of what it would cost to do a branding campaign without being much less effective.
Here is a concrete example.
M3 Studio is an interior design firm with 47,000 fans on Facebook. They get almost all their clients from Facebook. They post engaging content on Facebook about their work, and interior design tips at least twice a week.
And guess what this achieves in the mind of their clients?
They become interior design experts because their clients constantly get educated by them. And because they keep appearing in their client’s Facebook news feed, their clients think of M3 Studio any time they want to redesign their home. Just because they keep appearing with good content.
Education is the name of the game. Constantly educate, constantly post the right kinds of content, measure effectiveness, build trust, then sell your products.
Your customers will buy because they keep seeing you around and they trust you.
This is probably the most cost effective way to build a brand in the digital world we live in today, will give you an edge over your competitors, and can grow your sales year after year.
If you found what I have shared interesting, then you might be interested in signing up for our flagship course here: www.canny.com.sg/seminar
Your customers’ attention spans are getting shorter and shorter these days. Their attention span can range between 1-5 seconds. That’s not a lot of time to capture your visitors’ attention.
Why is understanding your visitor’s attention span important?
Because when you’re doing social media marketing, you can be sure that your customer is not only checking out your Facebook page, but also your competitors’ Facebook page as well.
The customer will then look and compare Facebook pages, and stay on the pages that appeals to him or her.
So with the average attention span between 1-5 seconds, or even 10 seconds, you only have that time to make your visitors stay on your page.
How can you capture their attention in that short amount of time?
Unique Value Proposition (UVP)
A UVP is a short statement about the unique value your company provides to your customers.
It is not a slogan or tagline.
Think of it as a short sentence that quickly tells customers how you are different, and why they should choose you. Some folks say that having a UVP doesn’t really matter. After all, most companies within the same industry offer pretty much the same services anyway, right?
Not so fast. In Hinge Marketing’s research, they’ve found that most of the high growth firms have a strong differentiator.
Your business can’t be a “me too” business. Offering everything to everyone just doesn’t work when you’re building a profitable business for a very simple reason: customers are getting smarter.
Customers don’t just check you out. They check out your competitors as well. They do research on you guys. They read up reviews. They read up about your products, before making a decision.
So, you need to stand out. You need to give them a reason to buy from you.
Take a look at these 5 examples of how UVP is displayed through a company’s Facebook page.
#1 Canny Digital
Of course the first example is ours 😉
Would you stay on our Facebook page longer after seeing this cover photo that greeted you immediately? Depends. If you’re not interested in doing social media, probably not. But if you’re a company that’s interested in running social media campaigns that increases sales, there’s a high chance that our Facebook page would capture your attention. All our Facebook posts are about social media marketing (some digital marketing). These serve to educate our prospects and clients, and would position us as the authority in this field.
#2 Artmani Italia
Artmani Italia’s UVP is that it sells luxury furniture at very affordable prices. This UVP is supported by the high quality photos that are posted on their Facebook page, and product prices that are cheaper than other luxury furniture stores in Singapore.
Beneath this tagline – luxury furniture made affordable – is the belief that everyone should own a set of high quality sofa, or any other quality furniture that they sell. Their furniture is for the mass market. All the content on their Facebook page was created based on this belief. They have frequent promotions, lucky draws (to reward their own fans), educational content that help buyers make a more informed decision when it comes to purchasing furniture. Did I mention that we help them to generate 6 figures in sales consistently every month?
The headline on the Facebook cover clearly articulates their business positioning, and what they offer. It is very well written. In one sentence, it consists of proof (by doctors) and benefit (lose weight in 60 days), both of which makes a very good UVP. If you look at their Facebook posts, all the content are crafted carefully based on their UVP. If you’re a busy career lady, who has tried dieting to no avail, you might be interested in this medical weight loss program that guarantees results in just 60 days. This program doesn’t require you to exercise or diet. That is their UVP. And it is plasted all over their Facebook page.
#4 IKEA Singapore
Find it faster. That’s the theme for IKEA’s current marketing strategy.
Coming up with UVP
Coming up with a UVP is not easy and can take a lot of time, but is probably one of the most important things you should be doing for your business.
It is a statement that once developed, can not only be used on your website, but all your marketing materials. It aligns your marketing messages and creates superior branding. It is the powerful magnet that automatically attracts customers to you.
So how do you go about developing a UVP?
The easiest way is to survey your customers. Ask them why they chose you in the first place. This will give you insights into factors that made customers choose you over your competitors. Look for common themes.
You should also take a look at your competitors.
- What is everyone already doing?
- How can you be different?
- Can this difference be easily copied?
- Is it really unique?
- Does it matter to your customers?
These are questions you should think about.
Then use these answers to craft a powerful statement. Plaster it on every page of your website in the header.
Use it for other marketing campaigns, even offline marketing campaigns.
Test it, measure it, and adapt if you need to.
A good social media marketing campaign, or any kind of marketing campaigns for that matter, starts from a UVP.
Canny specializes in helping clients develop impactful UVPs that work, using our proprietary research system and formula. If you would like to develop a UVP that works for your business, contact us today.