“No one is to sell anything.”
That’s the mantra of a company we’ve just started working with, and I must say – it’s refreshing.
Instead of the sales team being encouraged to push product at every opportunity, the directive from management is to focus on relationships first, with the belief that sales will follow.
And it looks like it’s working out for them. 50 staff and a multi-million dollar turnover.
But it’s not just bricks and mortar stuff, because their no one is to sell anything approach extends to their online effort too. So you won’t see any Facebook posts promoting product – for them, it’s all about starting conversations and demonstrating expertise.
So what’s your approach this year? If we can help you not sell anything on Facebook, you should contact us.
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Last week, Facebook announced some changes.
They’ll be prioritising posts from friends above posts from businesses.
The goal is to make Facebook a better experience for their 2.07 billion users across the globe. Makes sense.
But the reaction from marketing people around the globe has been mixed. Some are worried.
Whether you should be worried or not, depends on your current Facebook approach.
- If you see your Facebook page as purely a sales channel, you should stop now.
- If your posts get barely any likes or comments – it’s only going to get worse.
- If you’re not prepared to boost or promote your Facebook content, it’s going to become even harder to get seen.
But it’s not all doom and gloom, it’s the exact opposite.
These latest Facebook changes are fantastic news, because they reward businesses who are producing and promoting engaging content, and that’s what we’re all about at Likeable.
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It sucks when a customer leaves.
Take KOKO Classics, a client that left us in June this year.
KOKO sell industrial and classic inspired furniture. It’s high-end stuff, available online and in-store.
Anyway, before working with us, KOKO’s Facebook page had just 2 or 3 posts per month being published, and very little engagement.
KOKO’s problem was, they didn’t have a process for creating Facebook content, and they didn’t have enough hours in the day to get it done.
“Everyone is so busy. We just don’t have the time to come up with ideas and content for Facebook. We always have good intentions, but invariably something more urgent comes up and Facebook slips”
– Aaron Wiltshire, Marketing & Sourcing Manager
So we started managing KOKO’s Facebook page on their behalf. Read More
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The problem is ownership.
You might have 5213 likes on Facebook, but let’s be honest, you don’t own them, because Facebook does. And they can whisk them away at any moment, or charge you more to reach them.
And that’s why you need to know which channels you own, and which you rent.
You own your website. It’s a tool to generate sales, enquiries and collect email addresses amongst other things. That’s why it’s the core of your digital marketing effort.
You own your email database. You’ve built it. It’s yours to use respectfully, and it’s one of the best ways to remind people you exist without having to spend money.
But when it comes to Facebook, Instagram or Linkedin, you’re renting.
Yes, renting does have benefits. Like exposure to an audience you couldn’t have gathered yourself.
But you shouldn’t build your house on rented land. Because the landlord might kick you out or put the rent up.
Build on the land you own first. Your website. Your emails. Then leverage your rentals to get the word out. That’s the right order.
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Have you seen the movie Inception?
Leonardo DiCaprio stars as a professional thief who steals information by infiltrating the subconscious.
And as the movie goes on, Leo stops stealing info, and starts trying to plant ideas instead. Inception if you will.
Now I don’t normally go for sci-fi thrillers, but it’s a great watch, and the way Leo accesses the subconscious has parallels with marketing – well, re-marketing to be specific.
Here’s how remarketing works:
- John visits your website looking for brown leather shoes
- John leaves your website without buying
- Days later, John see’s ads for your brown leather shoes
Creepy? Kinda. Illegal? Not at all.
Remarketing is about as close to subliminal advertising as you can get, and it’s not sci-fi, it’s real life. And it’s ready and waiting for kiwi businesses who can see the opportunity.
Could remarketing work for you? Contact us if we can help.
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I’m no mechanic.
But I know the difference between a spanner and a screwdriver. Each tool is for a certain purpose. I get that.
Marketing is kinda the same. You might not be on the tools yourself, but it’s helpful to know what each tool does, and when to pull it out of your toolkit.
Take online advertising.
Google Adwords is about demand fulfilment. Consumers search for a product, and your advert meets their need. Makes sense.
Facebook advertising however is about demand generation. Suggesting your product to consumers who don’t know they need it yet, and doing so by targeting demographics and interests.
Renting storage sheds? Setup Google Adwords. People will search when they need storage, and probably make a purchasing decision on the spot.
Selling kids clothes? Setup Facebook ads targeting Females who ‘Like’ Pumpkin Patch on Facebook. These ladies are probably looking for somewhere new to buy kids clothes.
It’s not always clear cut, but choosing the right tool is a great start.
Can we assemble your marketing toolkit?
To arrange a meeting, visit likeable.co.nz/meet
ps – 99,290 people ‘like’ Pumpkin Patch on FB. Someone should run that campaign. I don’t have any kids clothes to sell, otherwise I’d be straight in there!
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It’s a scary time of year right now.
Halloween. End of year deadlines. Evil clowns. Presidential elections. The list goes on.
But I must say I got a surprise yesterday when someone mentioned they’re too scared to put their business on Facebook (I mean – of all the things to be scared of, Facebook?)
I admit, it’s easy to be worried about what an unhappy customer might say on your Facebook page. Negative comments. Bad reviews. You know the ones.
But this isn’t a Facebook issue, it’s a business issue. Or more accurately, a business opportunity.
Let’s face it, if a customer is unhappy, they’ll complain wherever the heck they like. Trip advisor. Online forums. Your competitor’s Facebook page. Their local newspaper. Anywhere they can find.
But having a customer complain on your Facebook page provides a chance.
The chance to turn your customer around, the chance to do so in front of everyone watching, and the chance to improve your business so it doesn’t happen again. And that’s a great thing if you ask me.
What do you think?
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When I first started Likeable, I was all about social media.
I could see the opportunity for NZ businesses, and I knew that most simply didn’t have the time (or skills) to social media in-house – enter Likeable.
But 4 years later, I’ve learnt that social media is like sugar.
Social media is like sugar, because it’s a quick, attention-grabbing fix that feels great – but for most businesses, doing social media in isolation isn’t part of a balanced digital-marketing diet. Read More
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Are you up-to-speed with digital marketing?
Without further ado, here are 4 things I’ve learnt about digital marketing over the last 4 years at Likeable.
1. Your website will never be finished.
Launching a new website is no longer the end of the digital marketing process for your business, it’s the very start.
Businesses who succeed online, treat their website as an evolving element of their business, rather than a project that comes up every two or three years.
Learn more about why your website should be practice, rather than project.
2. Social media isn’t about sales.
Back when social media was shiny and new, businesses rushed to get there – in the hope that social would be the silver-bullet in terms of generating sales. Read More
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You know what the problem is with social media?
The problem is it’s always on – so when your business decides to do Facebook, Pinterest, Twitter or whatever social media network is the latest thing – you commit to spending a whole lot of time.
And time is money. (just to point out the obvious)
Anyway, the question is – how do you avoid social media fatigue, and spend your time and energy in the right areas?
I don’t know that I can answer that completely here, but I do have a single tip to share – choose one platform.
Why you should choose one social media network.
Sure, big corporates might have social media media managers that can be across everything – but unless you’re a big corporate, chances are you won’t have the resources to do everything, or at least everything well… Read More
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