Your ideal client casually strolls through Facebook looking for “nothing in particular.” It’s not an engaged sort of exercise. They aren’t searching for something. It’s like when you’re watching TV from the corner of your eye. You’re sort of aware, but not really.
Grabbing attention on Facebook isn’t easy. You need that “something” that connects with people almost at a subconscious level. It has to be enough to get them to:
- Actually read something
- Watch a video more intently
- Click on a video to hear the audio
- Select the link to get to the content behind it
To interrupt someone from this “nothing in particular” stroll, it has to grab at something that really interests them. It has to connect. Here are some examples I made up to illustrate the post. Notice that they are all parents of a college student who seem to be in similar situations, but not quite.
- For the mothers preparing to send their first-born daughter to college, an article entitled “Protecting Yourself from a Date Rape That Should Have Never Happened” would grab them.
- For the father of that same daughter struggling over how to pay for college, a video with a banner, “Little Known Scholarships Programs That Payoff Big” might work.
- For the father of the youngest daughter finishing college in a few semesters (this is me), it’s “Vacationing in Italy Now That Your Kid’s Finally Out of College.”
My point is that for you to promote yourself effectively on Facebook, you need to know your ideal client well. And by this I mean know these people “intimately.” You have to know their name, gender, age, social status, religion, and sexual preference. You’ve got to know:
- Where they live
- How many children they have
- How they talk (i.e., Southern, New Yorker, foreign accent)
- The foods they like
- The restaurants they frequent
- Their favorite movie
- Time spent on TV, social media
- Where they vacation
- The car they drive
- Their regrets about the vacations they take and cars they drive
- Their happiness with current personal relationships
- Their immigration status
- Satisfaction at work
Why am I making such a big deal about this? It’s because once you know your target ideal client and can picture them in your mind, making content is way easier. You aren’t writing to some abstract open space on your desk. You are writing to someone you know.
So once you have their attention, you’ve got your first job done. Now you begin selling them. I don’t say this to get you pitching your products and services to them. You sell yourself as the knowledgeable expert in your field. You are now showcasing your knowledge, talents, and skills as they relate to the products and services you sell.
Let’s use my business as an example. My team and I build Keap membership websites. What do I write about and promote via Facebook (and other social media)? I write about topics related membership sites. This includes:
- Product reviews ff
- How-to articles
- Marketing strategies we’ve seen work well with membership sites
- Examples of customer success stories
Here are some sample article and video titles we’ve promoted via Facebook in the past several months:
- How “Committee Paralysis” Slaughters Sales: This article discusses issues with sites having too much information. It covers how not to overwhelm your members.
- Keap Membership Sites: What Are My Options? – Part 1: This provides a review of the available Keap membership site solutions. Part 2 follows.
- Good Marketing Means Telling a Good Story: This is a video interview with a video marketing specialist. We discuss storytelling in your content.
- Packaging Your Membership Site So Your Content Sells: This one’s kind of self-explanatory.
Notice, and you can confirm this if you visit my blog, that we never sell anything in our articles. We share information that would interest our target buyer. It’s information that’s valuable, which builds us up as a credible resource for them. It builds goodwill since many of our readers use the information to stay informed, learn to build something, and grow in their understanding of the topics we cover. Our readers often thank us for helping them get their job done even though we’ve never met.
So as you move forward with your content marketing—asking, “What content works best on Facebook?”—use content that’s easiest for you to write. It’s likely content that you have on your computer because it was part of a client project. It’s likely information you know extremely well because you do it every day. Repurpose it so it matches the format you need, and use it to reach that ideal client.
If you don’t, somebody else will.
Jorge Lazaro Diaz (founder of Larry Jacob Internet Marketing) and his team specialize in building what they call Incredibly Powerful Membership Websites for Keap users. Through his program, Defining Keap Success, Jorge and his guests work to empower entrepreneurs with valuable resources for transforming their businesses. Join Jorge's newsletter to receive weekly tips for growing your business.