Okay, so right now I’m sure every Digital Marketer and SEO agency reading this is probably super triggered right now.
Slow your rolls bro
Let me clarify something here.?
SEO is definitely an important part of building your business online. However, it isn’t the one and only thing that’s going to do it. It’s all good and fun to please the Google gods, and nothing is nicer than appearing on the first page.
But as someone who does this kinda thing for a living, I will tell you that SEO is not the magical unicorn that is going to make your business take off. ?
As you know, there are a fuck ton of articles out there that talk about why SEO is really good for your business. And that’s all fine and dandy.
But I want to talk about some of the reasons why you SHOULD NOT invest in SEO.
Long story short: You’re just not ready.
Who am I talking to?
I am mainly talking to people who have consulting businesses, blogs, or sell a product or service that isn’t focused on one central location. If you have a small business and you want to rank for your local area, investing in a local SEO strategy and can get you quick results in some cases. But that all depends on the area and the competition for the key phrases you want to rank for.
Know what people are searching for in your niche
Investing in SEO will do you no good if you have no idea what your ideal customers need to search for in order to find you. You may think you know, but there’s a good chance you don’t, especially if you just started your business. And there are plenty of marketing agencies that are very happy to take your money and not do this kind of research for you.
For example, if you’re a life coach specializing in neurolinguistic programming, your first instinct would be to put all your efforts into ranking for that term. But in reality, your ideal clients probably aren’t searching for that in Google. Instead you would likely want to rank for terms like “how to treat depression”.
It’s always best to figure out what your personal customer base is searching for before you start investing money into SEO. You can do this buy surveying your current customers and asked them what they used to search on Google before they found you. You can also use Google Analytics to monitor what key terms users are searching for to find your website.
If you can’t get this kind of information, you’re just not ready for an SEO campaign.
Results don’t happen over night
When you invest in SEO, you are committing for the long haul. It could take several months for your website to rank in search engines, sometimes longer if your key-phrase is very competitive. Hiring an agency to handle your SEO won’t make it any faster either.
Google determines your rankings based off of relevant, quality content, as well as the number and quality of backlinks leading to your site. This is not a quick process, and it shouldn’t be rushed either.
If you’re website or business is new and you’re still trying to figure things out, you should not rush into making this investment.
There are better options to get a quicker ROI
If you’re looking to get leads NOW, SEO is not going to do it for you.
If you want the biggest bang for your buck, you just need to get your feet wet with Facebook Ads.
Sometimes all you need is one really good ad with great copy and a landing page to get things going.
Now, if you’re not a social media guru I totally know how you feel. Facebook ads can be really intimidating. At first glance the ad manager looks like a monster with all those metrics! But I promise you, once you get your feet wet and just start posting shit, you will start to see results.
I would also reccomend, if you can afford it, to hire someone to handle your Facebook ads for you. Having someone who lives and breaths Facebook ads can help you get the best bargain for your ad spend. In the beginning, this is going to help you build the authority you need in your business and build up a large enough customer base to collect data from.
Before you spend any money on SEO, ask yourself “Am I really ready to wait for the results?”
If you know exactly what to rank for, and you’re ready to put in the time, go for it! Otherwise spend a little more time growing your online presence
Please don’t hate me SEO experts! There is a time and a place for it!
Aaaaah Facebook. Don’t you miss the days when you didn’t have to pay for engagement? When there was plenty of reach to go around and you didn’t have to empty out your wallet to build a decent following?
Building a following takes more than your blood, sweat, and tears. But now Facebook wants your hard earned money!
So to help you get the most bang for your buck, I thought I’d educate y’all on the difference between boosted posts and promoted posts.
I’m sure you’ve seen the “boost post” button at the bottom of your posts in your feed. And Facebook REALLY wants you to push that button by saying “This post is performing better than 80% of your other content bla bla bla”
Boosting a post is very similar to setting up a standard ad. You have some features to select your audience and configure your budget.
But that’s about it.
When a post is boosted, the only thing it’s doing is increasing the reach of that post. That means you are getting charged when you’re ad appears on someone’s timeline. That’s all.
Promoted posts, unlike boosted posts, give you all the features of the power editor. This means you have WAY more options for setting advertising goals for your post.
For example, maybe you have a blog post that has an opt-in form at the end. You want to track how many email signups you get as a result of that blog post. You can set your ad campaign goal to track “conversions” and setup your Facebook Pixel to track completed signups from your optin form.
I’m not going to get into how you actually set that up. That’s for another post.
Anyway, so instead of monitoring how many eyeballs have seen your post, you can actually track how many people clicked on your link, opted in to your email campaign, and how much it costs per completed registration.
You can’t do that with a boosted post.
How to promote an existing post instead of boosting it
1 : Go to your ads manager and create a new ad
2: Select your campaign goal. NOTE: If you select engagement as your campaign goal, DO NOT select page likes. This will not allow you to promote an existing post
3: After you’ve configured your ad budget and audience targeting, Click the “use existing post” tab. This will allow you to pick any post on your news feed.
4: After you’ve selected your post to promote, you can configure your Facebook pixel( also for another article ) if you wish and publish!
So here’s a cool thing you can do with Facebook ads
Say you want to make a Facebook post, but you want to run an experiment with your ad copy. Maybe try out a different writing voice or experiment with graphics.
You can create a single image ad ( or a couple for testing purposes ) and let them run under your target audience. Since these are Facebook ads and not boosted posts, they will not appear on your page’s timeline.
This is also good if you have content that you want to promote but you don’t think it would be appropriate for your timeline
Conclusion: Think about your ad goals
If you’re just looking to put more eyeballs on your posts and you want to get used to Facebook ads, boosting is a great option.
But if you want more options with your ad, or want to use your post as part of your sales funnel and need more advanced tracking options, promoting your post is the way to go.
What about you? Do you Boost your posts or promote them?
You might have heard this word slung around a few times. Perhaps on Facebook ads telling you how to build the perfect funnel that generates MILLIONS of leads or some sh**
A “Sales Funnel” is not something new. Companies have been using them for ages. But it seems like recently digital marketers have been using the term like crazy.
And no, I’m not talking about this kind of funnel.
So what is a sales funnel?
A sales funnel is the buying process a customer goes through from the time they first discover your product/service to the point of hitting the buy now button.
It’s not rocket science. Though digital marketers will try to make it sound like it’s 10 times more complicated than the Hadron Collider.
It’s usually broken down into this handy little diagram. See how it looks like a funnel? Fancy that! Thanks Hootsuite!
Why is this important for growing your business?
Developing a sales funnel will allow you to think more critically about your sales process and make sure you’re putting the customer first. Have you ever been to a website where you really wanted to learn more about a product, but you had NO FREAKING IDEA where to go?
Yeah. They probably didn’t have a sales funnel
What does a sales funnel actually look like?
Here is an example of one of the simplest funnels you can make, and in many cases it can be super effective. Here it is:
- Facebook ad
- Product/Service landing page
- Call to action
Facebook ad : This is where you try to get as many eyeballs to discover your product/service as you can. You can’t just expect to launch your product on your website and wait for the sales to come in.
Product/Service landing page: This is where you woo the customer, build trust, and get them excited to buy.
Call To Action: Once you’ve sold them, now you have to tell them what to do and how to buy from you.
This all sounds super simple. I know! But you would be surprised how many companies/small businesses don’t actually do this.
Monitoring your funnel and tweaking it
There are many tools out there designed to help you monitor your funnels and see how they’re performing. Some of them are free and some of them are not. Here is just a short list of some of the tools out there. I’m not going get into how to set these up with a sales funnel in this post.
With the exception of Google Analytics, the tools above can help you create heat maps and scroll maps. These maps measure where users are clicking on your webpage, and how far down they’re scrolling. This will give you tons of important data on whether or not things like your ad copy, site design, or user experience is actually working.
This is an example of a heat map:
Image courtesty of Referral Saasquatch
Are you ready? Go out there and make your own sales funnel!
Hopefully I’ve given you just enough information to get curious and excited about making some sales funnels for your business!
Don’t let those marketing gurus tell you that it’s complicated!