THA 054: Stay Up on Social Media – Facebook Changes and your Marketing Efforts 2018

• You are your brand, your brand is you.
• Facebook’s changes are meant to bring them (Facebook) back to their roots. Community.
• Facebook has done this in the past, but indications that these changes are going to stick more than they have before are strong.
• Only about 3% of your followers may see your posts.
• You may have to pony up money to get seen on Facebook.
• Posting styles from the past may not work today. Think 2018.
• People are spending less time on Facebook usage. Like 50,000,000 fewer hours, but that is only 5% of the overall time people spend on Facebook.
  • Mind-numbing scrolling has decreased quality of life.
• Facebook says we will be happier with their new algorithm.
• Messenger could be a great tool on how you craft its usage.
• Be organic. Put yourself in front of your brand. Use video’s
  • Odd or unusual content will carry you further.
• You may have to go with YouTube and Instagram and Twitter.
• Facebook LIVE is going to matter bigger than ever if you want to be seen.
• People who are influencers will stay in front on Facebook.
  • If you have a growing tribe you’ll do OK.
• You need to generate natural engagement.
  • Likes. Comments.
  • Comments will be heavily gauged. Longer comments will get more play.
  • Get your tribe to comment on your posts.
  • Ask them open-ended questions for a real discussion.
• Your marketing is to bring people into your sales funnel.
  • Get your prospect to spend some time on your own website. (you own your site vs. facebook)
  • You must work to bring your prospect and tribe members into your world and the outlets that you own. (you web properties)
  • Your website is your online hub and the face of your business.
    • Be sure your website is fresh and current not only in content but looks.
      • If it looks old maybe you don’t own the latest scan tools to repair today’s vehicles.
    • Capture leads from the traffic that comes to your site. This is a huge opportunity for our industry. Build an email list.
• There may be a bigger play to capturing your email list if there is value received. You own your email list. It is an asset vs. Google Ads or Facebook Ads.
  • Offer a downloadable checklist to collect an email such as a checklist when buying a new car.
  • Offer a coupon.
  • Email helps on your retention marketing.
  • 95% of leads need to be touched 7 times before they will convert.
  • 97% of people that visit your page are not ready to buy.
  • You must give prospects and customers value and love to build the trust relationship.
• When you post you should consider posting on your business page and your personal feed.
  • You will have influence in either venue (business or personal page)
  • People recommend people to you. You are your business.
  • When you connect on Facebook connect to places like your web property that you own.
• Give away everything you possibly can.
  • A video on the repair you are working on. No DIY angle just education and information
  • Never show the sequence of repair. That will limit the DIY effect.
  • Video’s 1-3 minutes.
  • Do not show how to do the repair. (liability issues)
  • Reasons repair costs so much.
  • Symptoms and results.
• For Greg Buckley, he gets more leads from his YouTube page.
• Video is king. Run and gun. Raw authentic production quality.
  • Don’t get stuck behind the curse of knowledge.
• If 60% of your customer base is women; speak to them.
  • Why wiper blade change or cleaning is important.
  • What do your customers care about?
• Document don’t create.
  • Create the rear wiper blade story.
• Don’t underestimate the value of putting your customers on video.
  • It is our job to create raving fans of our clients.
• Buckley: ‘We need to look at Facebook as a complete ecosystem.’
  • Greg feels that the changes are good. Learn how to navigate the new Facebook and take advantage with their current disciplines.
• Let reality be your friend.
  • Make changes. Re-iterate. Make a pivot if strategies aren’t working.
  • Nurture the leads you have. Give them real value. Build trust.
• Get out your wallet. Pay Facebook.
  • It will take time to build an engaged tribe.
  • You can do some amazing things with Facebook ads.
  • Facebook ads will help you learn how to target your audience and ads that speak to them.
• Book: Building a Story Brand, Donald Miller
  • Make your client the hero of the story.
• Take the time to learn Facebook. Understand how to extract the value from Facebook.

Link to Facebook Announcement.