I bet you’ve heard “If people don’t know you, they can’t buy from you.” You’ve probably also been told that you need people to know, like and trust you as well so they will buy from you. What that all means is you really want is people referring you to everyone they meet.
The big question is then, how do you get lots of new people to know you and refer you all over the place??
Network Yourself In A Crowd
Networking is a great start, meeting like minded people in a social setting definitely works, but in the hours you’re there, maybe 8 people will be lucky enough to absorb your wisdom enough to remember you tomorrow. Maybe 1 out those will like you enough to mention you to another person. It’s slow going.
What you need is for people to know who you are at scale so you can attend events without lots of pressure to sell, just connect.
Join a Facebook™ Group
Lot’s of business owners join Facebook™ groups for this reason. There’s a ready made audience of people just waiting for you to say what you do right? Unfortunately, the owners of these groups generally will turf people out if their sole contribution to a group is “buy my widget”.
What that means is that you have spend a fair bit of time and energy helping enough people so that they all get a sense of what you do and that you’re good at it. If you do belong to any, I recommend asking the question “who do you recommend to do [insert what you do]” and seeing who gets mentioned 10 times, and then study how they’ve contributed.
Again, this is a long game strategy. What you need is a process that works for you but without you where people are chasing you.
This is the magic super power that is Facebook™ Advertising. Where you can laser target anyone, included business to business people.
When I’m targeting business owners, here’s what I do when choosing my audience:
- I pick people who are interested in Business. Facebook knows everything, but if people are in business groups, or like business pages, etc FB puts it all together to know who is a business type person.
- People who are Facebook Page Admins. Next I narrow down my audience to people who own a Facebook page. The thinking is that decision maker of any business is going to own the page of that business. They’re not going to entrust everything to a Belgian backpacker. You’ll pick up some of their staff members too, but that’s ok, they may tell the boss about you anyway.
- Choose People Who Live In the area you’re in. The default is everyone in an area, but you don’t want people on business travelling for example (unless you do).
- Choose any other relevant information to narrow in on your perfect buyer.
At the time of writing this article, for all of Australia there are 2.4 million people who fit that criteria. In Brisbane for example, there 240,000 of them. So if you think Facebook can’t reach business owners, you’re missing out on a big potential chunk of them.
How to Connect With People With An Ad
The simple answer is to write an article only your target market would read. If you write something about winning a free iPad, you’ll only attract people who want free gadgets. Think about what interests them and the best way to do that is use the keyword Business and write to that topic.
For example: If you want to target small business owners, think of questions they want answered like:
- where to get small business startup loans
- small business accounting software review
- who should small business vote for
- what small business makes the most profit
- when your small business fails
- why small business is beautiful
Notice how I’ve chosen where, which, who what, when and why questions. It makes it easier to come up with titles.
Publish Your Article and Collect People
Now that you have produced the solutions to people’s problems, you should make it available on your website so they can see it. Typically, this will be in the form of an blog post, or article page. It will have it’s own special address, or permalink.
Use the link to create a post in Facebook selling the merits of it so people will click through. Target your audience (from above).
You wouldn’t open a shoe store and not approach people browsing to say “how may I help you” and you shouldn’t neglect your website either. The next magical thing about Facebook is that it can remember who read your article and hold on to them for 6 months. To do that you need to install a thing called a Pixel. It’s free but needs a bit of technical knowledge to set it up right.
To make it easier for you, I’ve created a wordpress plugin called Ads Connector to do all the heavy lifting. It will connect your website to Facebook (once you authorise it). It’s free also and you’re welcome to use it.
At this point, you know have a way of attracting the right sort of people to you and when they come, they’ll like you a little more because you’re helping them solve a problem.
Now that you’re collecting people with a pixel, you can tell Facebook to send posts to anyone who reads your article. I like to follow up people with posts about:
- Why I am the leader/authority/credibility type information. Eg I’ve been working on cars in the area for the last 30 years …..
- Overcome objections. If you know the biggest reason people don’t use you, turn that around and turn it into a strength. Eg You could spend $2000 on Facebook ads and still not be any further forward. My $500 workshop will give you all my experience to move in the right direction
- Social Proof. This could include testimonials, case studies, awards. The idea is you want something other than you saying you’re good at what you do.
Call To Action To Convert Them
Now that they have seen your brand about 5-6 times, people are now entering into that magically number of touches before they will buy place. You need to have something that will turn them from a prospect into a lead and create a post that sends your hot prospects to it.
Even if they’re not ready to buy now, people are more aligned with what you do and how you do it. If they’re talking to someone else who you can help, they will often tag them into your posts saying something like “this is who I was talking about”.
The best news is that you can set all this up to run automatically based on their stage in the buying cycle.
In short, you now have a cyber salesman that attracts, collects, nurtures, and converts people into clients or referral generators that works while you’re sleeping or working. Which gives you more time to go out networking at events where other business owners are knowing the leads can come from many sources.
Founder at AdChief