facebook

(352) How to sell in a Facebook group (without annoying your members)

Would you like to make more sales in your Facebook group but are worried about annoying your members?

If this sounds like you, you’ll love this podcast episode on how to sell in your Facebook group - without appearing pushy or ‘selly’.

Whether you’re just starting your Facebook group (or are thinking about it) or have been running one for a while, there’s tons of tactics you can start using today to make more sales in your Facebook group.

I also share how I generated around £8k of sales from a tiny group - in less than 90 days.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

In December 2018, I closed my free Facebook group, which had 13.5k members, because it was no longer generating enough leads and sales for my business.

Looking back, I realise I made the mistake of giving away tons of free content in my group, but not selling nearly enough. This created what the sales expert Jessica Lorimer refers to as ‘baby bird syndrome’ i.e. I had a core group of members who were hooked on my free content, but did not want to invest in my paid products/services. In fact, some members became quite indignant when I ‘dared’ to sell in my own group.

In March 2019, I decided to open a small Facebook group ahead of the launch of my new online membership programme: Build Your Audience.

This group, which has around 200 members, was intended to be a focus group for my new membership programme. I offered free content/training in exchange for feedback and discussion about my new programme.

To avoid ‘baby bird’ syndrome, I decided to ‘train’ my members to be sold to. This meant making offers for my paid products and services right from the off.

In fact, I made the first paid offer just three days after the group opened and generated around 8k in sales in less than 90 days.

With that in mind, here are six tips for selling in your Facebook group - without feeling sleazy.

1. Give your Facebook group a clear focus/niche

If you want to generate leads and sales in your Facebook group, you need to have a clear idea of what you want to sell to members. This doesn’t mean trying to flog them your products/services the minute they join the group, but you should have a clear idea of the journey you want to take them on - which is much easier if you have a clear niche.

For example, if you are a pilates instructor, you might think it is a good idea to start a general Facebook group for people who are interested in pilates. But staying ‘general’ not only makes it difficult to generate content ideas (if you try to appeal to everyone, you usually end up appealing to no one).  It also makes it difficult to lead people towards a specific paid offer/service.

Choosing a tight niche that brings people together with shared backgrounds, interests and experiences e.g. pilates for runners, pilates for busy mums, pilates for women over 40 is likely to be much more successful.

For example, one of my clients pilates instructor Louise Humphrey recently opened a Facebook group specifically for runners who are interested in pilates. Not only is she finding it easier to create content, she is also starting to make sales.

Remember that leads and sales from your Facebook group won’t always be direct - Louise was recently asked to do a series of ‘pilates for runners’ by a running club president - he’d been referred to her group by a friend, was impressed by the content and reached out to Louise without prompting.

Learn more about how to find the right niche for your business. 

2. Qualify your members

Having a large Facebook group may sound impressive, but it’s much better to have a small group, filled with your ideal clients than large numbers of people who don’t. So do be picky about who you let into your group.

Facebook groups currently allow you to pose up to three questions to people who want to join your group. Use these to ‘qualify’ members before they join and don’t be afraid to turn people away who don’t feel like a good fit.

For example, the three questions we ask people who want to join my Build Your Audience Facebook group are:

1. Does your business currently generate enough income for you to live on?

2. Are you more interested in (a) building an audience for an online course/membership (b) attracting more of your ideal clients online (c) both

3. What is your email address? If you decide to share this, please be aware we may send you relevant news/offers. We will not share your email address with anyone else.

This helps me identify people who are at the right stage in their business and might be a good fit for my signature programme, Build Your Audience, further down the line.

If you’re worried about people getting offended about you selling, here’s a great tip for you. One of my clients. Redhound for Dogs founder Debbie Humphreys uses one of her three questions to tell prospective members that there will be paid offers in her group and ask if they are ok with that? No one has ever said ‘no’ to that question, she tells me.

If you make people aware you will be making paid offers in your group, right from the off,  people are far less likely to get upset with you. And if they do, you can remind them that they were told about it when they joined the group. If they’re still not happy, they don’t have to stay in the group.

3. Establish clear rules and boundaries (and don’t be afraid to enforce them)

Having clear rules and boundaries about what is acceptable in your Facebook group (and, crucially, what is not) should help prevent problems further down the line. We have four rules in my Build Your Audience Facebook group:

 

Introducing a ‘no lurkers’ policy was a little controversial at first. But if you're building a Facebook community, the last thing you want is members who absorb all the tips and advice in the group but never give anything in return. And asking people to take a few minutes to introduce themselves is not a big ask. In fact, it can give shyer members the encouragement they need to participate in the group. If they can get over the first barrier - introducing themselves -  everything else will feel much less daunting.

4. Create engaging content

You can’t just set up a group and expect engagement to happen. As the group founder, you need to make it happen. That means showing up in your group every day (in fact, multiple times a day) and providing valuable content. This is something Gordon Burcham talks about in How To Build An Audience Through A Facebook Group. 

Having regular posts - for example, inviting people to set goals on a Monday and/or celebrate their wins on a Friday - will help you stay consistent. It will also help you build a sense of community. If people know you host a Facebook Live on a Friday or a group Q & A on a Tuesday afternoon,  it won’t take long before this becomes part of their routine. And this is what will encourage them to keep showing up, week in and week out.

One of the best ways to find out what kind of content to post in your group is to ask your members what they are struggling with. That question alone can provide you with months worth of content ideas.

Remember also that people love conversation and debate. So if you’re starting great conversations in your group, every single day, people will keep coming back for more. Asking questions and using polls can be a great way to keep the conversation going.

If you are hoping to sell in your group, it can be helpful to divide your content into three ‘types’: awareness, consideration and purchase content so you can gently lead your members through a buying journey - without going straight for the big sell.

Awareness content: this content relates to your area of expertise and general information about the type of products you sell. So as part of the marketing for my Social Media Engagement Playbook, I recorded this podcast episode on how to create social media posts that sell (which I shared in my Facebook group).

Awareness content can also include specific questions that raise awareness of a product/service you are going to sell in the future. For example, prior to launching my Social Media Engagement Playbook, I invited people to vote on which cover they preferred for the publication.

 

Consideration content This is where you get more specific about your product or service in order to help people decide whether to buy. For example, I created this video showing people the inside of my LinkedIn Content Strategy Playbook prior to it going on sale.

Purchase content: this is the straight up selling part, where you might write a social media post, host a Facebook Live or post a video with a clear call-to-action to buy your product/service.

Most people are great at creating awareness content but fall down when it comes to the other two categories – often because they believe that it’ll come across as too ‘salesy’. So if you’re worried about selling too much, chances are, you’re probably not actually selling enough.

5. Sell early (and train your audience to be sold to)

If you don’t make offers for your paid products/services right from the outset, your members will get used to only receiving free content from you. So when you do put out a paid offer, you may find they are resistant to being sold to. In my new Build Your Audience Facebook group I made a paid offer within three days of opening the group - a masterclass on launching an online course.

At just £42 + VAT, it is a relatively small investment - perfect for someone who is just getting to know me and my products/services. I then sold my Social Media Engagement Playbook, another masterclass on how to write social posts that sell before offering my new online membership programme Build Your Audience (the reason for setting the group up in the first place). Further offers included my Social Media Video Playbook and how to launch a planner for your industry masterclass plus meet ups in London and Reading.

To give you an idea of the conversion rate, 48 group members (of around 180 at the time) purchased my Social Media Engagement Playbook and 16 joined my Build Your Audience programme. While the conversion rate began to tail off a little once the novelty of the group wore off, I still made consistent sales.

6. Get your members involved in conversations about your products/services (before you put them on sale)

If you’re worried about appearing pushy or ‘selly’ the best thing you can do is start conversations about your products/services way before you even put them on sale. So for example, as in the example of my Social Media Engagement Playbook, you can ask people to give you feedback on your product/service.

Question posts are brilliant for this. I explain more about how they work in this post on how to write social media posts that sell but this is basically when you ask a question on social media that is so easy for your audience to answer, they can’t help but get involved.

For example, in the run-up to the launch of my playbooks (a series of online guides on a specific aspect of building your audience) I could ask:

  • Which of these topics would be most of interest to you for upcoming playbooks?
  • Which cover do you prefer for my new playbook?
  • Which name do you prefer for my new playbook?
  • Would you be interested in a playbook and masterclass bundle?
  • Which sales page do you prefer for my new playbook - A or B  

Turning these questions into social media content not only allows you to talk about your products/services (without being pushy or ‘selly’), it also gives you genuinely helpful feedback. So it’s actually like a form of therapy for business owners.

Having regular posts - for example, inviting people to set goals on a Monday and/or celebrate their wins on a Friday - will help you stay consistent. It will also help you build a sense of community. If people know you host a Facebook Live on a Friday or a group Q & A on a Tuesday afternoon,  it won’t take long before this becomes part of their routine. And this is what will encourage them to keep showing up, week in and week out.

One of the best ways to find out what kind of content to post in your group is to ask your members what they are struggling with. That question alone can provide you with months worth of content ideas.

Remember also that people love conversation and debate. So if you’re starting great conversations in your group, every single day, people will keep coming back for more. Asking questions and using polls can be a great way to keep the conversation going.

If you are hoping to sell in your group, it can be helpful to divide your content into three ‘types’: awareness, consideration and purchase content so you can gently lead your members through a buying journey - without going straight for the big sell.

Awareness content: this content relates to your area of expertise and general information about the type of products you sell. So as part of the marketing for my Social Media Engagement Playbook, I recorded this podcast episode on how to create social media posts that sell (which I shared in my Facebook group).

Awareness content can also include specific questions that raise awareness of a product/service you are going to sell in the future. For example, prior to launching my Social Media Engagement Playbook, I invited people to vote on which cover they preferred for the publication.

 

Resources

Build Your Audience Facebook Group 

Build Your Audience Programme 

Redhound for Dogs

Pilates For Runners Facebook Group 

[344] How To Build An Audience Through A Facebook Group (podcast) 

How to write social media posts that sell (online masterclass) 

Rev.com*

Kapwing

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[344] How to build your audience through a Facebook group

Is your Facebook group taking up all your time but not making you any sales in your business?

In this episode, I talk to Gordon Burcham, Martial Arts School Owner and Multi World Kickboxing Champion about how he is generating a six figure income from a Facebook group. He also shares the remarkable story of how he bounced back - and turned around his business - after losing his home, 12 years ago.


{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}.

 

The importance of perseverance in business

Today, as well as a hugely successful Facebook group, Gordon runs a 400 plus member martial arts school, but he and his family have overcome significant hurdles to achieve this success. Twelve years ago he lost his house while trying to build his business: “I was an instructor but I didn't understand business. I was just throwing money at advertising and didn't really know what I was doing,” he recalls.

Despite struggling to feed his family on £25 a week, he borrowed money and sold his possessions to invest £3,000 a month in a business coach. In less than 90 days, he was generating £10k a month in his business.

Turning his business around meant weeks of 16 hour days, when he and his wife walked the streets, pushing leaflets through peoples’ doors.

But Gordon believes many business owners aren’t prepared to put in this kind of  perseverance. “Most people don't want to do the hard work,” he says. “They’re lazy marketers and they're lazy in their business. They're not willing to do what it takes. I'll just do more than the other people are willing to do.”

How changing his marketing strategy helped Gordon turn his business around

When Gordon looked at why his business was failing he realised that by trying to market his martial arts classes to everyone, he wasn’t appealing to anyone. So he started to niche down the programmes he offered.

He began to target specific demographics - starting a ‘ladies only programme, for example and creating leaflets and landing pages specifically designed to appeal to women.”

And instead of relying on one or two marketing strategies to generate sales, he introduced a marketing mix. And when he started to use a combination of online and offline marketing activities e.g. leaflets, emails, networking and referral marketing, his business really started to take off.

The power of mentors/coaches

Gordon believes that investing in business coaching has helped him accelerate his business success by around 10 years. But many business owners aren’t prepared to invest in themselves, he says.

Too many people tell themselves they don’t need a coach because they’ve read all the books and done all the courses. But knowing and implementing are two completely different things. And many business owners need to hear the same information, over and over, in different ways, before it really sinks in.

“Repetition is so important,” he says. “You need to hear the same information from your coach and you need to hear it in different ways. And you have to repeat it enough for it to sink from your conscious to your subconscious mind.”

(Listen to episode 257: Do you need to pay to play for more information on why investing in yourself is vital for your business.)

How to harness the power of live video

Live video is now a huge part of Gordon’s marketing strategy. “It is so powerful because it creates a deeper connection between you and your audience,” he says.

He repurposes his Facebook Live videos by downloading them and getting transcriptions from Rev.com  (Affiliate Link) and turning them into blog posts. This content now forms the basis of a membership site,  for which he charges £47 + VAT per month - meaning he is truly leveraging the time spent recording those Facebook Live videos.

Gordon understands that many people are nervous about going live on Facebook and admits it’s taken him a long time to do it with confidence. “When people see me on stage, I'm very out there, very dramatic and I've got a lot of energy. But I've taught myself to do that. It's not natural,” he says.

How Gordon has built a profitable Facebook group

The Martial Arts Mastery is an extremely successful Facebook group turning over a quarter of a million pounds despite having only 1,400 members.

Gordon explains that the key to his Facebook group’s success is that it’s very niche (only martial arts school owners from the UK are allowed to join).

There are several things that Gordon does to encourage engagement in the group. These include:

  • Welcoming new members as soon as they join the group
  • Posting daily content in the group
  • Going live inside the group at least once a day
  • Asking for likes and comments on his Facebook Live broadcasts
  • Running regular competitions inside the group
  • Asking members to share their opinions on martial arts related topics (and not being afraid of being controversial)
  • Checking your stats and only posting within the optimum time slot

(Listen to episode 265 for tips on how to get more engagement in your Facebook group.)

He is not afraid to make paid offers to the group because he is providing free valuable content on a daily basis. If you’re adding value, you’ve “earned the right to sell.” he says.  And in the early days he offered free coaching in exchange for testimonials. In fact he still does this now - all he asks is that members share their successes in the Facebook group.

 

Podcast show notes:

  • Gordon’s business story (4:55)
  • Why you need to niche down who you’re targeting (13:05)
  • Why persistence pays off and you need to work through the fear (16:04)
  • How to grow your Facebook group and keep your audience engaged (26:25)
  • How to structure your time to create content for your Facebook group (33:38)
  • Why you need to invest in training - and then put it into practice! (39:35)
  • How to sell in your Facebook group (44:10)

Resources

Gordon’s website

Gordon on Facebook and LinkedIn

Rev.com (Affiliate Link)

Episode 327: Why I’m closing my 13.5k Facebook group

Janet Murray’s Prospecting Kit

Purchase the ‘How to create coaching packages’ masterclass here

Join the waitlist for the Build Your Audience Programme here

Janet Murray’s Audience Calculator

Join the priority wait list for Build Your Audience Live Event here

Apply for a place on the LinkedIn Content Strategy Masterclass here

Get your hands on the ‘How to write awesome sales copy’ course now

Register your interest in the Build Your Audience programme

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

Connect with me on Twitter, Instagram, Facebook and LinkedIn

 

[334] How to build a large audience without paid advertising with Callie Willows

Are you trying to grow your audience but don’t have the funds for paid advertising?  Or are you feeling fed-up with forking out on ads which aren’t bringing you a good return on investment?

In this episode, Callie Willows from The Membership Guys, shares practical tips on how to grow your audience through content marketing, how to use targeted email marketing to get clients plus how to build your brand authority within your industry.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}.

Callie is the co-founder of the The Membersite Academy - the leading membership site for people who are interested in building and growing membership sites. The site currently has around two thousand active members, but Callie and her co-founder Mike Morrison have never invested in any paid advertising to grow their list. They have built their audience organically.

How to build your audience organically

Janet believes it generally takes around a year to build a big enough audience to launch a membership site or online course.  But Callie and Mike have proved it can be done much quicker if you produce consistent and high-quality content that answers your ideal customers’ questions.

They launched The Membersite Academy back in 2015 with a tiny email list - simply by creating targeted content for their ideal customers. Callie explains: “We were blogging, we were podcasting every week. And we did that for about three months before we launched the membership and free Facebook group. I think we launched with about 500 people on our email list. Now, three years later, we're at over thirty thousand.”

How to get eyes on your content

Callie and Mike put their success down to pure persistence. Prior to launching The Membersite Academy, they were building membership sites for other people. This meant they were both active in relevant Facebook groups and had also started their own Facebook group where they could share and promote their blog content.  They also shared their content across all their social media channels, with friends in similar fields and with their previous clients (who were interested in membership sites already). As Callie puts it: “It was really just about lots of little, different things that we were doing in lots of different places, rather than kind of doubling down on one [method] in particular.”

This echoes something Janet talks about in 39 surprisingly easy ways to increase your email subscribers, in which she explains there is no one ‘magic thing’ you can do to grow your audience - you have to try many strategies to see what works.

As Callie puts it: “Anything with audience building, content marketing for your audience building in particular, is a long game. It's not something where you're going to see instantaneous results, and you do need to persist. And you do need to accept that you'll be putting stuff out there for a while that you won't necessarily know whether anybody is actually paying attention properly or whether anybody cares.”

How to get your blog posts to rank on the first page of Google

One of the key things that helped Mike and Callie build their audience quickly was blogging regularly - twice a week at first. Some of the blog articles quickly ranked on the first page of Google, which meant anyone who was interested in membership sites could find them easily.

But while having a basic understanding of search engine optimisation (SEO) is helpful, Callie believes it’s more important to “write like a human being”. Callie and Mike have found their content generally ranks well (and quickly) in Google simply because they’re addressing the questions their audience is asking.

Building authority on a niche topic can also help a lot, adds Callie. “I think these days, there's a lot of people talking about membership sites and there's a lot of content out there about it. But when we started doing this, we were the only people consistently, week after week, talking about membership sites. And that was all we talked about. We were just like one track ponies…. membership sites, membership sites, membership sites.  So it became natural that whenever anybody thought of membership sites, they thought of us.”

How to use lead magnets to grow your email list

Callie believes there is no magic formula for audience building. Mike and Callie attract email subscribers in a number of ways, including lead magnets, online challenges and a single call-to-action on every edition of Mike’s podcast - to join the Membersite Academy.

“We don't sell a lot of different products, we don't have things like coaching and consulting and things like that,” she explains. “The only thing we sell is the membership. So we just make sure that nobody can know who we are, or be on our email list or in our audience and not know that we have a membership site. And then when the time comes that they're actually in that place where they're like, ‘I either wanna start a membership site or I need some help growing my existing membership site’, we're the first thing they think of.”

Something Callie and Mike have done right from the beginning, however, is segment their email list.  New email list subscribers are categorised based on where they are in their membership site journey. - ranging from interested in starting a membership site, currently building a membership site to established membership site owner. Having different lead magnets which are tailored towards these different stages in the membership site journey, allows them to direct prospective members towards the content that is most relevant to them. If they feel their current needs are being met, they are much more likely to join.

Callie’s top tips for growing your audience

If you’re currently trying to build your audience, Callie believes you shouldn’t expect to get any traction for at least three months - but don’t let that deter you. She suggests giving your audience building a boost with an online challenge, summit or webinar series that will help you get in front of more people and build your email list quicker.

Mike and Callie are running an event called Retain - which Janet will be speaking at - in September 2019.  It’s a conference all around membership growth, looking at sales tactics, retention tactics and all the different ways that you can grow your membership site once it's up and running, and take care of your members better as well.

Podcast show notes:

  • Callie’s business story (2:52)
  • How to start building your audience through content marketing (6:10)
  • How to get more eyes on your content (7:28)
  • How to ensure your blog posts rank well on Google (11:45)
  • Why niching down can help grow your business (14:90)
  • How to improve your conversion rates (17:40)
  • How to use email marketing sequences to grow your client list (21:00)
  • How to build your brand authority within your industry (24:50)
  • Callie’s top two tips on how to grow your audience (29:02)

Resources

Callie’s website: The Membership Guys

The Membership Guys’ Facebook Group and Facebook Page

Retain Live - The Membership Growth Conference

Apply for a place on the LinkedIn Content Strategy Masterclass here

Get your hands on the ‘How to write awesome sales copy’ course now

Janet Murray’s Audience Calculator

Register your interest in the Build Your Audience programme

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[329] What’s working on Facebook right now with Liz Melville

Do you feel like Facebook is constantly changing and you can’t keep up?

In this podcast episode, Facebook ads specialist Liz Melville shares her thoughts on what’s working on Facebook right now, including whether we should ditch free Facebook groups, why the algorithm isn’t to blame for poor engagement on your content, plus what you need to know to get started with Facebook ads.

{Click on the player above to listen to the podcast episode or read on for a detailed overview. Scroll down to the bottom to read the show notes}.

Here’s an overview of the advice Liz shares in this episode.

Get good at creating organic Facebook content before spending on paid ads

If you’re struggling to sell your products/services, you may think Facebook ads are the answer to your problems. But remember Facebook ads are just paid content. So if you don’t understand how to write engaging copy for your Facebook page - and how to select the images/videos that will attract your ideal client/customers to your organic content, you’ll end up wasting money on Facebook ads that don’t convert. This is why Liz recommends you get good at creating organic content before investing in paid Facebook ads.

Don’t blame the Facebook algorithm if your content isn’t getting engagement

If you’re posting regularly on your Facebook page but you’re only getting handful of likes and comments - you may wonder if it’s worth having a page at all.

But if this sounds like you, this is nothing to do with the Facebook algorithm. “It’s because your content is rubbish,” says Liz.

The way the Facebook algorithm works is that the more people who are engaging with your content (through comments, likes and share), the more people will be shown your posts.

This means there is a lot you can do to improve your engagement and generate leads and sales for your business (without spending a penny on advertising).

Creating engaging Facebook content is about solving your customers’ problems

Liz believes posting content that helps your ideal customers/clients is the best way to get engagement on your content. Which is why questions, polls and/or anything that encourages your audience to engage in a conversation with you works really well.

Many business owners find themselves in a ‘chicken and egg’ situation with their Facebook page. Because few people are engaging with their page to start with, even great content may not get shown to many people. The only way to break this cycle is to find ways to get your ideal customers/clients over to your page.

Engaging in relevant online communities, adding the link to your Facebook page to your email signature and starting comment pods (groups of business owners in similar industries who commit to commenting on each others’ content) are some of the ways Liz suggests you can break the cycle. But she warns against getting friends/family to like and engage with your page as this may result in your content being shown to the wrong type of people.

Free Facebook groups are still worth the effort -as long as you’re seeing an impact on the bottom line of your business​​

Many business owners are reporting that it’s getting harder to get engagement in Facebook groups. So is it still worth having a free Facebook group? Liz Melville believes it is - as long as you’re seeing an impact on the bottom line of your business.

Liz closed her free Facebook group at the end of 2017 because engagement was poor and she wasn’t seeing an impact on the bottom of her business. Janet closed hers at the end of 2018 for the very same reason. Both are now building their Facebook communities around their page, which is working really well. And they are both still using pop-up Facebook groups for free challenges (as part of their email list-building strategy) and report that setting up smaller, more focused groups that they close at the end of the free challenge is much more effective than having free groups that are open all the time.

Listen to: Why I'm closing my 13.5K Facebook group 

Do your own Facebook ads before you outsource

Liz believes it’s important to do your own Facebook ads - or at least learn how to find your way around Facebook Ads Manager (Facebook’s tool for creating and running ads) before outsourcing to a specialist. If you understand the basics, should you decide to outsource, not only will you be much better equipped to find the right person to handle your Facebook ads, you’ll also be able to diagnose and fix problems if the need arises.

Build a relationship with your audience before you try to sell anything​

One of the biggest mistakes beginners make with Facebook ads is thinking they can ‘cold sell’ their products/services - without building a relationship with prospective customers/clients first. But as Liz points out, people aren’t on Facebook to buy. They’re on Facebook to socialise with their friends/family. So unless you’ve got your targeting absolutely spot on (like the companies who managed to sell Janet a running belt  and ponytail beanie hat because they knew exactly what kind of content their ideal customers would be engaging with) people are unlikely to buy from a person/company they have no prior relationship with. And even if you’re targeting is spot on, most people need a bit of ‘warming up’ before they buy, says Liz.

Understanding your customer journey is key says Liz. She uses a three stage approach she refers to as ‘attract, build and convert’. An effective way to attract your ideal customers/clients can simply be to start by turning a Facebook post that is getting great engagement into an ad (which is different to ‘boosting’ a post, which Liz advises against).  For example, prior to launching her 2019 Media Diary, Janet invited her Facebook followers to vote on the cover they liked best for the diary, which got lots of engagement. According to Liz, this would have been the ideal kind of post to convert into an engagement ad. The next step is to build a relationship with this group of prospective clients/customers by re-targeting them with more engaging content. For example, Janet created a media calendar as a ‘lead magnet’ for her 2019 Media Calendar - a downloadable pdf with key dates/awareness days for January, which is basically a DIY version of the 2019 Media Diary. Facebook users who had downloaded Janet’s free Media Calendar were then re-targeted with ads for the 2019 Media Diary (the ‘convert’ phase)

Read: How to create a media calendar for your business 

As Liz points out in this episode, serving up cold Facebook ads to your audience is a bit like asking someone to get into bed with you on a first date. You need to ‘woo’ your prospective customers/clients before you even attempt to start selling to them.

Podcast shownotes 

  • Liz Melville’s business story (and how she’s honed her niche) (4:44)
  • How to improve your Facebook marketing (8:10)
  • How to increase engagement on your Facebook group or page (14:30)
  • How to create engaging content on Facebook (20:08)
  • Do free Facebook groups have a future? (28:32)
  • What you need to know about Facebook ads (37:15)
  • How to get started with Facebook ads (46:45)

 

NEW PODCAST EPISODE

Do you feel like Facebook is constantly changing and you can’t keep up?  In this podcast episode, Facebook ads specialist Liz Melville shares he thoughts on what’s working on Facebook right now, including whether we should ditch free Facebook groups, why the algorithm isn’t to blame for poor engagement on your content, plus what you need to know to get started with Facebook ads.

You can listen here: http://bit.ly/2RJRok6

Teaser: So it becomes about, ‘How do i get that engagement?’ and most people will say there’s no point me trying because the algorithm is gonna stop people from seeing my content.  And it’s simply not true, you can get that engagement, and if you’re not getting it, it’s because your content is rubbish!

12:38

Here’s what you’ll learn in this episode:

  • Liz Melville’s business story (and how she’s honed her niche) (4:44)
  • How to improve your Facebook marketing (8:10)
  • How to increase engagement on your Facebook group or page (14:30)
  • How to create engaging content on Facebook (20:08)
  • Do free Facebook groups have a future? (28:32)
  • What you need to know about Facebook ads (37:15)
  • How to get started with Facebook ads (46:45)

[327] Why I’m closing my 13.5k Facebook group (and other changes I’m making in 2019)

If you’ve been following me for a while you’ll know that my large Facebook group (with over 13.5k members) has been a huge part of growing my business in the last four years.  Want to know why I’m shutting it down?  Listen to this podcast to find out, PLUS other big changes I’ll be making to my business in 2019.

Here’s what you’ll learn in this episode:

  • Why I’m closing my 13.5k Facebook group (3:40)
  • Why I’m reducing the amount of free content I produce in 2019 (8:22)
  • Why I’m dropping my Twitter chat in 2019 (14:20)
  • Why I’ll only be producing one podcast a week in 2019 (but making more content from each podcast episode) (16:23)
  • Why I’m focusing on helping people build their audience in 2019 (21:34)
  • Why I want to create more passive income products (23:12)
  • How I made 18k between Christmas and New Year in 2018 (whilst sat on the sofa eating Quality Street) (28:30)
  • Why I need to grow the top-end of my sales funnel (31:37)
  • A sneak peak at some of the exciting courses/content I have planned for 2019 (35:23)
  • Why I’ll think of 2018 as the ‘year of money’ for me (37:45)
  • Why I’m focusing on helping clients with the fear/embarrassment they have around selling in 2019 (38:30)
  • Why I’m going to be setting more boundaries in 2019 (44:45)
  • A note to small businesses starting out (and why I can drop certain aspects of my marketing) (47:20)

Resources

Janet Murray’s Facebook Page

Episode 315: How to create a brand statement (and why you need to) with Nichole J. Smith

Episode 314: Repurposing hacks for busy business owners

Episode 291: The truth about passive income

Episode 275: On-Air Coaching: How to write awesome sales copy with Sarah Cooke

Episode 326: The one thing you need to generate passive income in your business

Episode 288: How to get started with vlogging (and how it can help your business)

with Lisa Bean

Episode 281: How to find new customers or clients - fast!

Episode 262: Why you need to sell more than you think

Episode 227: How to make more sales (without being spammy) with Jessica Lorimer

Andrew and Pete: All I want for Christmas is Views - A Marketing Sing Song

Amy Woods: Content 10x Podcast

Register your interest in the Build Your Audience programme

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Janet Murray’s Love Marketing Facebook Community

Connect with me on Twitter, Instagram and Facebook

 

[294] How to quadruple your income in seven days with Jennifer Hamley

Earlier this year, luxury handbag designer, Jennifer Hamley, was ready to give up on her business.  But after attending one of my live events, she made a radical shift in her marketing strategy - and quadrupled her income. In this episode she shares how Facebook Live has transformed her business - in just seven days.

Here’s what you’ll learn in this episode:

  • Jennifer Hamley’s business story (3:45)
  • How Jennifer changed her approach to Facebook and social media (5:50)
  • How Jennifer has used Instagram (11:02)
  • How to use email to engage with (and sell to) your customers (15:15)
  • How Jennifer has used live events to increase her sales (21:20)
  • How to host a live Facebook sale (26:32)
  • How Jennifer felt about the impact it would have on her branding (29:16)
  • The other opportunities that have come since Jennifer changed her approach to marketing (33:18)
  • Jennifer’s tips for business owners who are in a similar position to where she was (36:14)

Resources

Jennifer Hamley’s Website

Jennifer Hamley on Instagram and Facebook

Andrew and Pete - Content Marketers

Belive.TV

Content Live 2018

Love Marketing Membership Wait List

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Janet Murray’s Love Marketing Facebook Community

Connect with me on Twitter, Instagram and Facebook