Transcript
Because social media is just about getting attention. So you get attention on social media. And we know that we want to take that attention and funnel people through to when they become customers. Now, the tech side of that allows us to do that on all of these platforms. Five, six years ago, before these platforms became really good at this, there wasn’t a very good way for you to walk them through that journey.
Essentially what happens now is that, let’s say you put out content. We’ll talk about different types of content. But you put out content that gets the attention of your audience. Now, you can put out content that gets the attention of an entire unaware audience and a problem audience. Remember that awareness scale? The majority of your audience are going to be unaware, problem aware or solution aware.
If your social media is just about your business and your product, you’re only ever talking to five to 10% of your audience at one time. So, by creating content that is applicable to a wider audience, what that does is that you can actually start to elevate your brand and start to actually do the branding exercises.
Because the problem with social media is that there’s businesses on either extreme. So some businesses will use it just for branding and have no way to turn those branding exercises into customers. Whereas other businesses are just trying to sell, sell, sell. So we came up with something we call direct response branding, which is a way of doing both at the same time. So you do your branding exercises which go out to the wider market. And please stop me at anytime if you need more clarification on this. You want me to go into anything deeper. But you have your branding exercises, which go out to a larger market, a larger audience.
Now everyone who engages with any type of that branding content, you know if you create that content strategically, you know that if they engage in that content, they are more interested in your services. So then that is what you call… so you create… The cold traffic is the audience. You have your awareness content with what we call retargeting pixels. We’ll talk about that in a bit. But what happens is a certain percentage will engage with that content. You take that percentage and you put that in a different audience. Now that audience, you know, are closer to a purchase. Closer to a piece of… closest to a buying with your service. They’re getting to know your brand a bit more.
You then send that audience more content, the evaluation content. You remember we’re in awareness, evaluation, decision, advocacy. Now you send that audience more content, but content that’s a little bit more specific to the problem that you solve. Now a smaller percentage of them will activate with that audience, will engage with that piece of content. Now what you have then is an audience that you have taken through unaware, problem aware, solution aware, who are now aware of your brand, aware of the problem and aware of how you solve it, and that’s a very engaged audience.
And what happens with that audience is that the conversion rates are higher. They’re more likely to buy, and they already know who your brand is. So when you do something like this, you don’t annoy the social media platforms because you’re putting out content that everybody likes. No one’s going to think it’s just an ad. But you are segmenting off people who are more interested in that piece of content.
Eventually, what happens is you’re only sending… so these are your hot leads. Eventually what happens is you’re only sending the stuff about your business, and what you solve, and your services to the most engaged people that have shown, through their behavior, that they want your concept and they want you to help. Question.
Does this happen all in one journey? One kind of like you send them through the cold traffic. You get the interest. And they click on something. It all happens at once. Or are you talking about a period of a couple of weeks? And if it is a couple of weeks, how do you kind of group that audience together to then target just that specific group for the rest of the engagement?
Great question. Great question. This can happen in 24 hours. This can happen… It really depends on how long it takes them to consume your piece of content. Let’s use a use case. Let’s say this is a picture on Instagram or a short 30 second video on Instagram. Let’s say this is a… What business are you in again?
Wood’s Silver Fleet.
Say again.
Woods Silver Fleet, part of Vessels on the Thames.
Vessels on the Thames. Okay. Let’s say this is a short 30 second video from one of your events of people enjoying your services. People enjoying the Vessels on the Thames. Then let’s say this is a video more about why would you pick the fleet over booking out a hall or a center. And then finally you have a piece of content it was, which is say, we are having some type of deal this week, where if you book, you got extra 10%, or whatever.
Now those are three pieces of content. If you watch them back to back, it will take you five minutes. Now somebody watches that piece of content, which is built on Instagram, for example. Because all this is tech, as soon as they have that little marker that scored a pixel that says they’ve seen that content, they will see any of this content immediately, if they want to. So they could go and watch this. Put their phone down at lunch. Come back. Pick it up, and they’ll see this straight away.
Will they have had to have liked something or interacted with it to see the next part?
Yes, great question. You would have to create, depending on what your business is, and depending on what your experience is with your audience, you’ll have to build into this system the behavioral responses that you want to track. If you know, for example, you may know that… This is why video is so great. Video, whereas I’m super bullish on video. In about five years, every business will have a videographer, the same way that you have salespeople in businesses. I’ve got two in my business and we’re hiring more and every business should have one. And the reason why I’m so bullish on video, is because this works best with video. For example, you create a video that, in the first 10 seconds of your video, you call out your audience. Let’s say that you… I’ll jump a bit.
How familiar are we with Facebook and their algorithm or Facebook ads? Anyone familiar with that? Okay. Quick, quick… No, this is where it went to. Well, okay. Let’s say that you want to target your audience. You know who your audience are, but you want to target them on social media, but you don’t like… Now Facebook, they’re so good, they got in trouble by how good their algorithm is at targeting individuals, that they actually got in trouble for it. So if you… Facebook could literally target people. You could describe your perfect customer avatar, and you can target them like that. But let’s say you didn’t know how to do that on Facebook. You could put a video on a social media platform that says, and I’m going to be extremely basic with this. “Do not watch past this moment if you are not interested in blank.”
Now I’m just scrolling through that and I’m, “Okay, fine,” and keep scrolling. Now you know, depending on how you’ve qualified that first few seconds, that anybody that watches past that is somewhat interested. You can make an educated guess that they’re interested in the rest of the video. So you put a mark on at that point saying that anybody that watches past this point goes in here. So that’s why video is so powerful because you can do that.
Now pictures and other types of content don’t allow you to do that very well. But what you can do with pictures, you can say, well, if someone clicks this picture, they may be more interested. Now this is when it starts. This is when you have to build in data. And you’ve got to analyze what people are doing. Let’s say you build up the system and you see, after a month that the average cost, the average revenue from people clicking a picture is a hundred, versus the average revenue of somebody watching the video is 2,000.
So now you know our pictures aren’t really driving much revenue. They’re not driving many customers. Let’s stick with video. So everything you’d… Well, you can build all of this stuff out in the tech, within the ecosystems. And then you just have to start tracking everything. You’ve got to be obsessed with the numbers and obsessed with tracking. We have a full time person on staff that just does optimization and numbers. And they gave me a report every Friday that says, “These are the numbers.” Now, depending on your capabilities as a business, you may be able to bring someone in that does that. You can hire freelancers just to do and say, “Look, here’s all our data. Spit us out report. Here’s what we want to know.” They’re not very expensive. You can hire freelancers for 20 bucks an hour that will be able to do that. But the data will allow you to make smart decisions in terms of what to do next.
But again, this doesn’t happen in a vacuum. This really does come back to the very beginning. How well do you understand the journey of what your clients have to go through from being a stranger, to being someone that shouts from the rooftops about your business and about your brand? If you understand that journey, you can always tell where someone is on that journey and you know what they need to see to make the next step. One of the questions we always ask ourselves is if we want to get them to here, what do they need to know? And what do they need to believe is true to get there? And then that’s what becomes the communication. That becomes the message that you send to them.