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Social Branding PPTX
Social Branding
Bonus Content
Adding Sales Funnels
People in the consideration phase of a transaction are serious "Prospects" and merit 5¢/wk for MOF content 3+ times a week.
You need Prospect Audiences
(people watch 30 seconds plus of a screening post or people clicking on a CTA button within the last 45 days)
You need plenty of conversion content
You need someone to manage all the posting and retargeting, Dark conversion content (Lead Gen / Messenger)
Listings to Leads
- Listings generate endless cheap leads
- Agents pay so no compliance
- Messenger leads make conversions simple
- The ultimate relationship builder
1¢ for Views or Eng
2¢ for Traffic, Msg or LG Posts
Branding Posts
Image Posts 1/2¢ for Reach
Start at 1¢ for Eng or Views
Planning
Plan on roughly 5¢/mo per person in your fan base so 10,000 people would merit $500/mo. Your numbers may vary but you want to be sure to reach 3/4 of your fans each week with a little more emphasis on solid conversion content.
Posts / Content
Note that content can serve multiple purposes to varying degrees. For example a video about writing a winning offer with a strong call to action could work well as a screening or consideration post as well as an ad. A client thank you post might be great for branding as well as for consideration content.
Conversion Content
- You rarely get what you don't ask for
- Content that is only relevant to people considering
- Obsess over your hooks
- Should reinforce a pending decision
See: Growing a Fan Base
Ads
- Simple
- Clear / Strong CTA
- Swipe and adapt rather than overthink
- Focus on WHY people should....
Consideration Posts
- Topically relevant
- Builds authority with those in the active consideration phase of the buying cycle
- Helps people choose you
- Think Ad but more value added
- Videos are best here for screening purposes
- May include a direct CTA
Branding
- Content for, with or about others
- Know Like Trust
- Goal is to buy brain cells and build familiarity & trust
- Min of 2 posts a month as long as you use conversion posts in between. 4 Posts is optimal
Social Validation Posts
Sometimes showing off is called for
Guide vs Hero
Making somebody else the hero in a post wins on several fronts.
- It makes you look good
- It drives reciprocity like crazy
- It transfers familiarity and generates referrals
CTA Signatures
Getting Started
Post Weekly
- Now begin Dripping on your Fan Base weekly with a BCBA cadence minimum.
Build a Fan Base
- Import your database
- Quickly test multiple Screening posts
- Pick the best one, create several versions and quickly test them.
- Buy the rest of your targeted Fan Base with the best post
- Set up Your "Fan" Custom Audiences
Start With a Plan
- Who do you want to target for you Fan Base?
- What content will you create for them?
- Set an initial budget to establish you audience size
Audiences
Suspects
Fan Base
Uploaded Database
Engagement
Anyone who engages with any ad or post within 90 days
Anyone who visits your page within 90 days
Video Viewers
3 second views with 30 days
Thruplays within 90 days
Growing a Fan Base
Budgeting
Once you have a screening post that works okay, let's say that is 4¢ Thruplays, you can just buy your Fan base in one fell swoop (i.e. 10,000 fans for $400). You will only use this post to strangers when you want to increase the size of your Fan base.
Harvesting Posts
Like a screening post but it is focused on you rather than on what you offer. These post find fans that may not be current prospects.
Screening Posts
- Screening post are the pinnacle of consideration content
- 1 is all you need for each type of prospect
- Testing is everything
- Should create 95% certainty
