If you’ve scrolled through Facebook or Instagram recently, you’ve probably noticed your feed is flooded with promotional posts. The use of these platforms for business purposes has significantly increased over the past couple of years, and I don’t foresee that slowing down anytime soon.
- How can you cut through that clutter as an entrepreneur and business owner?
- What actually works, and what gets passed over without a second glance?
- How can you be sure that people will see your posts and valuable content?
While there isn’t a perfect fix to promoting your products and services online, there are a few strategies that have proven effective, and a couple that have proven ineffective. Let me save you some time and share with you the tactics that are working and the tactics that are a complete waste of time!
What’s NOT Working
Static images with text on Facebook business pages
In the past you could create a great static poster with text and get a good response. However, that is no longer the case. The new algorithms on Facebook and Instagram have made these types of posts completely irrelevant. In fact, it is likely that no one will see them.
There is little to no return on investment with Google ads these days, so save your money and use it elsewhere! The price point is extremely high for what you get in return.
What IS Working
As of right now, Facebook ads are showing a good return on investment when you target them well. You can typically get a lot of bang for your buck with these, particularly on lead generators.
Facebook Live Video
Live Video has been extremely successful for both my business and my client’s businesses. Currently, the Facebook algorithm loves live video and prioritizes it over static images and posts with links. Facebook Live Videos can be done on both your personal page and your business page, Doing Facebook live videos from your business page will speak directly to your warm market. In addition, you can boost those videos for a relatively low cost, and bring in more qualified leads. Apart from live video and some valuable content, I don’t post anything else from my Facebook business page, because it simply won’t get seen.
Affiliates are people who earn a percentage for their referrals to your products, services or programs. I recently started an affiliate program and have seen huge returns from it. Affiliate programs give you reach into areas you would not otherwise have reach. They get you in front of entirely new audiences and give you immediate credibility: because that audience already trusts your affiliate. The other thing I love about affiliate programs is they help support people who have been loyal clients. There is nothing I love more than being able to run my business in a way that empowers other women to contribute to their family, church and community.
Influencer Shares to Build Your Email List
Influencer shares can be an effective way to grow your email list in a cluttered market. An influencer share is when someone with a significant following in your target market; shares your lead generator and points their followers to your business. A good way to utilize this strategy is to contact influencers with a similar market to yours and let them know about a valuable piece of content you’ve created (ebook, free challenge, etc) that you think might serve their audience well. If that influencer shares your freebie with their followers, you acquire new email sign ups, and can later share your paid programs with those email subscribers.
Lead Generators on Instagram
For the time being, posting a lead generator on Instagram is still working, although I do believe this is will be short lived. However, as of right now, this is still an effective way to grow your email list. I still use a personal Instagram account, as opposed to a business account, because I’ve found the engagement to be considerably higher that way. From now until the end of the year, I will be posting at least one lead generator to my Instagram account, daily.
Sending out emails is one of the best ways to cut through the clutter over the next few weeks. You do need to be careful with your email subjects, as gmail does have its own algorithm. However, a well crafted email can truly go a long way. It is important to regularly be providing your email lists with a good ratio of helpful content. You do not want to only send sales content. Currently, I send two emails per week that are not sales related, and one that is a direct call to action for a paid program. This way, people don’t get tired of my emails, and know they will find valuable content inside them.
I’ve already shared a good amount of information on Instagram stories, so I won’t belabor the point. Instagram stories are a phenomenal way to engage followers and build your know-like-trust factor.
I am kind of kicking myself for not following through on the podcast I had planned to start. However, if you’ve already started your own podcast, this is a phenomenal way to engage with a wider audience, while cutting through the clutter online. My recommendation for those that have not started a podcast is to do your best to be a guest on other podcasts that your target market listen to.
With all the noise we encounter each day in the online world, it is truly important the we focus our marketing efforts strategically. We need to regularly solve our ideal client’s pain points, and offer them a consistent diet of extremely valuable content. There is so much out there that reeks of insincerity and greed. One of the most effective ways to cut through the noise is to implement the above strategies in an authentic and helpful way. This will not only bring in the qualified leads, but will turn those leads into lifelong supporters of you and your business.