In today’s ADHD world, marketers are all competing for the same thing.
There’s no way we can sell our widgets without first establishing some kind of connection with the person at the other end of the screen.
Otherwise, they’re off to the next alternative (of which, there are millions that look and talk and feel exactly like you).
Same is true on Facebook, where you’re not only competing for attention against other brands — but their own friends and family.
How do you stand a chance of rising above flesh and blood? Besides the same old tired annual discount?
Let’s see how 12 social media influencers do it to find out.
1. Neil Patel
You know, the guy who wears pajamas on his site. Still kills it.
Straight out of the gate, Neil dispels the most common business mistake.
Don’t oversell: “80% of your updates should be social.”
Facebookers will “like” your page based on interest – not intent.
Your followers are interested in you first, which by association means they will likely be interested in your products, but only if they’re not being over sold to.
Otherwise, it’s just as easy to unfollow you as it was to follow you.
By making most (80% as Patel suggests) of your posts social, you’ll give yourselves a fighting chance in the War for Attention™ (Neil hit me up if you want to purchase that trademark).
It’s all about starting with “building a community that gives you permission to market to them.”
2. Chris Brogan
If Chris Brogan understands one thing, it’s not social media.
It’s building communities.
That’s important, because it has the power to transcend a single platform or network.
His tip? “The Facebook group function is where the magic happens.”
“The business value is to help people see where they belong. It’s a big value indeed. And one that companies can tap into.”
His point is that companies can show they care through providing a tight-knit forum where loyalists can interact and feel valued.
You’re creating a space for your customers/audience to feel special.
And more importantly, you’re creating a conduit for cultivating ‘superfans’ by connecting brand zealots with each other.
For more advice on utilizing facebook groups, check out 6 Clever Ways to Use Facebook Groups for Marketing Business.
3. Gary Vaynerchuk
You already know what Gary Vaynerchuk is going to say.
Besides the F word.
“The single most important strategy in content marketing today is video…”
Coming from the guy who made Conan eat dirt.
“…Whether it’s video on Facebook, Twitter, Snapchat or Youtube, the content you need to be thinking about creating and marketing on social for your business is video. Period.”
There is no better way to capture the attention of your followers than through video. Because it’s the single best digital medium for building empathy and trust.
That’s what is happening in the world of marketing and if you want to keep you, you’ve got to start utilizing it.
“Bottom line: there is a f**k ton going on in video right now, and it’s the #1 way to capture the attention of the audience you’re going after for your small business, brand, or company.”
4. Mari Smith
Mari Smith seems like the nicest person in the world.
She said, “Hi!” to me once at a conference. But undoubtedly won’t remember, because she also said “Hi!” to the other 30,000 attendees lining up to get a second with her.
What’s ‘The Queen of Facebook’s’ trick? Honestly, how can anyone be nice to 30,000 people and not want to rush to the nearest bar afterwards?
The trick, is there is none.
“The trick to Facebook marketing is not a trick – authentic sharing and quality content prevail!”
It all comes down to relationship marketing.
Businesses that nurture their customer relationships through trust, relatability and reliability will win the “largest slice of market share.”
That means showing customers you actually care about them through actions. Being nice to them, always. Yes, even that one guy with sweaty palms who’s been eyeing you funny. Unless he makes a pass, then blow the whistle.
Basically whatever United Airlines does or says, do the opposite.
Check out Mari’s book “The New Relationship Marketing” to learn more!
Kissmetrics is a big fan of staying true to who you are, what you do, and who you service.
“Authentic businesses inspire and prosper. A bold statement – but one that is very hard to argue with.”
Your followers aren’t just looking for another product, they’re looking for an experience and for someone to follow.
Customers today are aware and empowered. Tricks, as we’ve unfortunately learned, won’t work.
Being authentic will give you influence, allow people to relate to your business, mark your business as reliable and trustworthy.
For more on authenticity, check out “Truth Will Out – Why Authenticity is the Key to Growing Your Business”.
6. Tim Ferriss
Where to start with Tim Ferriss…
Despite your personal opinions, there’s one thing we can all agree on: he’s one savvy dude.
He coined (or at least popularized) the concept of ‘lifestyle design’, which has inspired hundreds of thousands of millennials to become unemployed and move back in with their parents in search of their ‘passion’.
And he did it in one of the most effective ways ever – focusing on the message around the product (see 12 Lessons Learned While Marketing “The 4-Hour Body” for more).
Instead of pushing his book down his readers’ throats, he marketed a new concept highlighting the benefits that his product just happened to provide.
He created a new category, granting him thought leadership on the topic from Day 1, becoming a trusted source in record time.
Then, after that, he was able to expand that message to others in fitness, productivity, creativity, professional development, and more, because his initial positioning didn’t lock him into a single category.
Resulting in a wider reach and more influence.
The next book I want to him to write? The Four Hour Personal Brand.
7. Digital Marketer
Most businesses execute a very bland, one-dimensional social media strategy.
The problem? No one’s listening.
Instead, Digital Marketer recommends “creating a social media topic map” that helps guide social media posts. Or in other words, an editorial calendar for Facebook updates.
Social media doesn’t have to be just responding to angry customers who’re upset because their hot coffee hurt their hand.
Instead, applying a content strategy like a ‘social media topic map’ helps you get out in front and guide the conversation. Proactive, instead of reactive.
Check out DM’s article How to Increase Social Media Engagement With Topic Maps
8. Scott Stratten
Scott Stratten urges you to “return the high-five.”
“When would-be or happy current customers mention your product or service, they are putting up their hands for a high five.” Brand Endearment: Return the High-Five
The best way to lose your social media following: not engaging with your followers.
The best way to engage your social media following: by returning the high-five.
When someone reaches out to your business on social media, respond.
And not just when they’re angry.
Sounds basic in theory, right?
But then, so does weight loss. ‘Murica proves that otherwise.
Success is about doing the simple things, consistently.
The guys at the Buffer App Blog did a little experiment for us: they tested the best social media marketing advice to see what works and doesn’t work.
One major “win” they found: “Share link posts.”
FB News Feed Algorithm places greater value on link posts (as opposed to a post with merely a caption or photo.)
When tested, click rate increased 10%.
10. Amy Schmittauer
If you want to know who someone is, ask Amy Schmittauer.
She knows everyone. And it’s no accident.
Her advice? “Introduce two people in your network to each other on a regular basis.”
Amy claims that if you want to be seen as having authority in your field, it’s not enough to simply know your stuff.
You have to be a connector.
“Connecting people is one of the best business moves you can ever make.”
By connecting people, you are seen as someone who knows what’s going on in your field.
You add value to their lives and careers by connecting resources and communities. You become well known as the guy/gal who knows everyone.
11. Leo Widrich
The shelf life of a link posted to FB is about 3 hours.
No way all your fans can see it.
For example, you can simply repurpose blog content with the ‘Hub and Spoke method’, where you can tack on new bits of information through interesting stats, funny examples, thoughtful questions and more.
By recycling posts in different formats, you’re able to do less work (reusing the same content), while still generating a higher yield (more FB engagement.)
12. Matthew Kimberley
Last but certainly not least, is Matthew Kimberley, my favorite person from Malta.
Also, the only.
How does he manage it all?
“Put no more than three things on your to-do list.” From the appropriately titled, How to Be Really F***ing Productive
A huge part of managing your social media marketing is narrowing your focus for the sake of productivity.
You can’t be on every channel all the time. Not if you want to do it well.
Before your jump into applying any of these Facebook marketing tips we’ve covered, decide what’s most important based on your objectives.
There can be more things that need to get done, but you can only start with the three most important items to put on the list.
Let’s be honest:
You know this stuff.
If you’re reading this blog, it’s safe to say you know all about how consumer behavior has evolved.
You know which Always-Be-Closing, old-school tactics to ignore. And you know which oldie but goodies still apply.
So what’s the underlying takeaway? How do you get people to give you their undivided attention long enough to eventually sell some stuff?
I can’t believe you’re making me type this…
(Yup – just threw up in my mouth a little bit.)
Why does ‘engagement’ matter?
It matters because the chasm between strangers who’ve never heard of you, and your best repeat customers, is trust.
The trouble, is that you can’t fake trust. Well not anymore anyway. It only comes after you prove, daily, that you care about the people you’re trying to reach. Through that whole ‘actions speak louder than words’ thing.
And if there’s one thing these 12 people have in common, it’s trust.