Month: October 2016

Google Color Converter

Google has a special card that’s both a color picker and a color converter. For example, you can search for #123456 and Google shows the HEX color and converts it to other formats: RGB, HSV, HSL, CMYK.  Google’s card also shows up when you search for RGB colors like rgb(255,0,255). The most interesting feature of the card lets you pick a color interactively.

Other queries that trigger Google’s card: RGB to HEX, color picker.

{ via Android Police }

Google Will Shut Down Panoramio

Google intended to discontinue Panoramio back in 2014, shortly after Google Maps Views was launched, but a lot of users complained and Panoramio continued to exist. Now Google announces that Panoramio will become read-only on November 4th and it’ll be shut down one year later, in November 2017.

“Today, with photo upload tools in Google Maps and our Local Guides program, we are providing easy ways for you to share your photos with an active and growing community. As such, we’ve decided to move forward with closing down Panoramio,” informs Google. If you’ve linked your Panoramio account with a Google account, you’ll be able to find your photos in Google Album Archive and they’ll not use your storage quota. You can also export your photos in Google Takeout.

Google encourages Panoramio users to join the Local Guides program for Google Maps and share photos, add reviews and information about places. “It’s all about that warm feeling you get from helping others discover new, enriching experiences. That, and the benefits. Every place you improve on Google Maps gets you closer to unlocking something new – from early access to new products to exclusive contests and events.”

If you don’t like Google’s options, you can delete your Panoramio photos or go to Panoramio’s settings page and delete your account.

Google acquired Panoramio in 2007. It was a Spanish startup which had a site that enabled “digital photographers to geolocate, store and organize their photographs and to view those photographs in Google Earth and Google Maps.”

More Related Searches in Mobile Google Search

Google’s mobile search interface shows a new box with related searches after clicking a result and going back to the search page. There’s a list called “people also search for”, which shows queries that are related to both the original search and the search result you’ve previously visited. Swipe left to see the entire the list.

Tap a different search result and you’ll get different suggestions:

Google tested this feature back in June and now it’s no longer an experiment.

Android 7.1: Pixel-Only, For Now

Pixel phones will ship with a new Android version: 7.1. It looks like many of the important Nougat features have been left out from the 7.0 release.

Android 7.1’s unofficial changelog published by Android Police has many Pixel-specific features, including a new launcher, a new camera app, Google Assistant, a support tab in the settings, solid navbar icons, Smart Storage that removes old backed up photos and videos when storage is full.

There are also some features that aren’t restricted to Pixel devices: night light (filters blue light), fingerprint swipe down gesture, seamless A/B system updates, Daydream VR mode, support for app shortcuts and circular app icons, keyboard image insertion, manual storage manager and more. Unfortunately, Nexus devices and Pixel C will only get a dev preview by the end of 2016, so the stable release will be available in 2017. So much for buying Nexus devices to be the first to get the latest Android updates.

Google Assistant won’t be a Pixel exclusive for long, since it’s a core Google feature that needs wide adoption. I assume that the launcher and camera app will be also available in the Play Store at some point.

Why Google Can’t Sell Expensive Products

Google announced its first phone and many people wondered why it’s as expensive as an iPhone. Nexus phones were sometimes inexpensive (Nexus 4: $299, Nexus 5: $349, Nexus 5X: $379) and sometimes more expensive (Nexus One: $530, Nexus 6: $649, Nexus 6P: $599). Now the 5-inch Pixel costs $649 in the US, while the 5.5-inch Pixel XL costs $769, which is more than any other Nexus phone.

Obviously, Google’s pricing was more aggressive when it wanted to sell more products and less aggressive when sales numbers mattered less. The truth is that Google only managed to sell products in high volumes if the price was low enough to make them good value. Chromecast was successful because it offered a lot of value for the money. Nexus 5 was a flagship phone at half the price, so millions of people bought it. Nexus 7 was good enough for $199, but Google’s bigger tablets were more expensive and their flaws were more striking.

Google is a “value” brand. Most people associate Google with free ad-supported online services that offer great features. There’s no paid Google software for consumers, as Google only sells digital content and subscription services (storage, music). Google is not a lifestyle or luxury brand, so people don’t expect to pay much for Google products.

There’s a lot of risk associated with Google products, since Google doesn’t stand behind them all the time. Some of them are experiments, others are quickly discontinued and forgotten. I still remember that Google stopped selling Nexus One only 6 months after the launch or when Logitech’s CEO said back in 2011 that Google TV was a huge and costly mistake. Android One was a flop, Google Play Edition failed, Motorola was acquired by Google and later sold to Lenovo.

Google’s commitment issues, its high appetite for releasing beta products, its lack of planning and foresight – all of these problems alienate consumers and make them think twice before buying a Google product. Premium brands are all about image, trust, credibility, heritage.

Online vs. Traditional Education for Digital Marketers

People often email me asking what is the best way to get certified as an online marketing professional. There are basically two options if you are looking for an education program: You can get an offline, traditional college degree or master, or you can enroll on a online program or master.

Both options can work and will give you the information and qualifications you need if you pick a decent institution. However, choosing an online program has several advantages, ranging from the cost to eligibility criteria and employement opportunities.
Here’s a comparisson:

Traditional Education
– Costs around $50,000 per year for a masters
– Unemployment rate of college graduates in 2008 was over 35%
– Require academic scores, English certifications and so on

Online Education
– There are programs available starting at $1200
– High chance of landing a job due to job-oriented training
– Only work experience is required

Apart from those factors, by choosing an online program you also have the advantage of studying from anywhere and at your own hours/pace.

At this point you might be wondering what are some good digital marketing online programs.

One that I came across recently is called Digital Marketing Specialist Masters Program, offered by the Simplinearn guys. The program is quite complete, lasting for one year and covering the following areas:

1. General Internet Marketing: Here you’ll learn the basics of websites, the Internet, marking online and so on.

2. Advanced Web Analytics: A great part of having success online comes from knowing what to measure and what to measure, cause marketing campaigns, especially online, only become profitable after some fine-tuning. That is what you’ll learn here.

3. Advanced SEO: Search Engine Optimization involves making sure that the elements on your website and outside it are in the right place so that your Google rankings will be as high as possible. This, in turn, will send more visitors to your website, which is essential to its success.

4. Advanced Pay per Click: PPC or Pay Per Click is the most popular and efficient type of advertising online, and it’s the fastest way to get people to visit your site. Knowing how to create and optimize PPC campaigns is a must for any digital marketing professional.

5. Advanced Social Media: In this section you’ll learn how to leverage social media to boost the traffic and visibility of your websites and online projects. Social networks are becoming are very important source of visitors these days, and that is why this section is quite important.

Many programs I have seen around only give you the lessons and you are on your own. On this Masters program you’ll have access to 35+ live instructure bartches, so you’ll be able to learn by watching the pros do it.

You’ll also have access to a community of digital marketers where you can ask questions and exchange advice.

Finally, if you need a certificate to show your employer you actually went through the program, they provide one upon conclusion. Here’s the official page where you can get all the details and enroll.

Original post: Online vs. Traditional Education for Digital Marketers

No More Nexus Devices

After the launch of Google’s Pixel phones, many people wondered if the Nexus brand will be retired or we’ll still see Nexus phones, tablets and other Android devices. It looks like the first answer is accurate. According to The Verge, Google says that there are no plans for future Nexus products.

“The idea was to show everyone how it should be done,” says Brian Rakowski, VP of product management for Android. “All the partners in the phone manufacturing space took it and built great products on top of it. Meanwhile, Nexus kind of trundled along at the same small scale.”

Nexus was the reference Android phone and was mostly for developers and early adopters. Google sent mixed messages: some of the phones were heavily subsidized, others were more expensive, design and features were rarely consistent from one generation to another.

With Android’s beta program and Google’s efforts to give manufacturers early access to the Android code, Nexus devices became less important. There are also inexpensive “flagship killers” like the OnePlus 3, which only costs $399.

Google got serious about hardware and started to build an ecosystem of devices that work together: phones, tablets, laptops, routers, VR headsets, smart speakers, smart gadgets for your TV. Some of them are great, others will get better or be replaced by products that better fit inside the ecosystem. Google finally realized that “people who are really serious about software should make their own hardware,” as Alan Kay said and Steve Jobs quoted.

Challenging Apple when it comes to selling premium hardware is quite difficult. Apple consistently delivers great products, while Google’s products are hit and miss (examples of bad apples: Nexus Q, Pixel C, Glass, Nexus 9). Apple has a long-term vision for products, while Google’s plans are always changing with many casualties along the way.

“It’s very challenging to work on dozens of products and make them all terrific. We have to have a lot of discipline and a lot of focus,” says Rick Osterloh, Google’s head of hardware and Motorola’s former president.

For now, Google admits that Pixel phones “aren’t going to have enormous volumes”, as this is only the first iteration of the product. The good news is that “touch latency [on the Pixel] is the best of any Android device ever produced. If you put it under high-speed camera, it’s on par with an iPhone.”

Google has big plans when it comes to hardware and hopes to eventually sell a lot of them. Even if that means competing against its own partners. “We’re no longer going to be shy about what we think is the right answer for us. What we are going to do is give the OEM ecosystem a chance to compete, meaning it’s a fair playing field,” says Rishi Chandra, VP of product management for home products.

{ via The Verge }

3 Powerful Ways to Turn Your Hit-And- Run Blog Visitors Into Lifelong Readers

Did you know that 55% of your visitors spend 15 seconds or less reading your blog?

It doesn’t matter how much effort you put into creating your articles or products, most people don’t care. It’s a sad but harsh truth.

But you need to make your visitors stay longer on your sites if you want to increase your conversion rates and sales.

So what’s the best way to transform your hit and run blog visitors into loyal readers? Here are few simple yet most effective ways to transform your one time blog visitors into lifelong readers.

Quick bonus: Do you want to get your first 1000 email subscribers in next 30 days? I’ve a great news for you. For a limited time, I’m offering you a free cheat sheet on how to get your first 1K email subscribers where you will discover the only 2 things you need to grow your email list. Go here and grab it now.

#1. One page, one goal

Do you know the simplest way to turn your first time website visitors into raving fans?

Turn them into email subscribers.

Building an email list is a no brainer to turn random visitors into customers. But building an email list is not enough, you need to do it strategically to get the best rewards from it.

Here’s what I mean by that.

Have one goal for every page on your blog or website.

If your goal is to collect as many emails as you can from your site, use a landing page. Offer an incentive and have just one goal i.e to convince people to join your email list.

Why giving your readers only one call to action (CTA) works?

In the book The Paradox of Choice, the author Barry Schwartz says “If you give people too many options, they choose none”.

With so many options to choose from, people find it very difficult to choose at all. It is especially true when it comes to online.

For the same reason, majority of the bloggers struggle to increase their sales. They always give a lot of options to their audience instead of providing fewer choices.

So next time when you’re trying to boost your website conversion rates, remember that “more options lead to fewer actions and fewer options lead to more actions”.

That’s why having one goal a page works incredibly well.

#2. Create a “New? Start here” page

Want to welcome your first time blog visitors? There’s a clever way.

Create a “New? Start Here” page and include the following things.

-Your most popular blog posts
-Your freebies (eBooks, videos or any other stuff you use for building your list)
-Your recommended products or services

Most first time visitors would love to click on the “Start here” page. The reason is most of us are curious to know what’s inside the store for us when visiting a new blog or website.

Make sure to collect emails of people who click on your “start here” page so you will know that all the email signups that you get from that page are from “first time visitors of your site”.

Michael Hyatt usually includes his most popular posts, products, services on his “start here” page to convert his random visitors into loyal readers. Go through one or two articles on his blog and I’m sure you’ll start visiting his blog again and again. His blog is so addictive.

Action tip: Find out your most popular posts, create a “start here” page and include all your best posts, resources and free stuff to make it really useful for your first time blog visitors.

#3. Include strong call to actions

If someone uses strong call to actions like “Call Now!”, “Shop Today”, “Find Out More” etc on their sites, they are likely to get more clicks.

The reason behind it is simple. Powerful call to actions always works like a charm. But still majority of the bloggers don’t use any call to actions on their sites.

If you don’t instruct your blog audience to do something when they visit your site, how on earth would they do what you want?

Start using call to actions if you quickly want to turn your blog visitors into prospects.

That being said, here are 3 highly effective places where you can include persuading call to actions to turn your random visitors into loyal audience.

-Hellobar: I’m a great fan of Hellobar. It helps me navigate my blog visitors to anywhere I want by using a single link. It’s highly effective when you use a compelling call to action.

-Blog posts: At the ending of each of your blog posts, make sure to include a call to action. Ask people to share your articles, leave comments or subscribe to your email list. If they really like your content, they will react to your CTA’s positively.

-Sidebar: Use your sidebar effectively. Ask yourself “what’s the #1 goal I want to achieve from my blog?” and use your sidebar to achieve that goal. You can use strong call to actions from your sidebar by using email opt-in forms, product pages or even sharing your own stories.

Bonus tip: Write magnetic headlines

If a random visitor lands on your blog for the first time, what’s the first thing he does? He skims through your headlines.

Did you know that 8 out of 10 people will read your headlines but only 2 out 10 will continue reading? Yes, that’s true because we all have attention span less than a goldfish.

The only way to create curiosity among your first time blog visitors to stick to your blog is to create click-worthy headlines. The only goal of your headlines is this “to make your readers click”.

Here are few proven ways to craft award winning headlines almost every single time.

Use free tools like Portent to generate hundreds of headline ideas for your blog posts. Just insert a keyword related to your blog’s topic and it will give you a lot of ideas.

Brainstorm 5 to 10 headline variations for each of your article. Use the best one among them and you can use the remaining in your sub headings or while tweeting.

Analyze your competitors top performing posts. Find out which headlines worked for them. You can tweak them a little bit to create effective headlines really quickly.

Over to you

Increasing traffic is a BIG deal especially when you are running a new blog. That’s why it’s a smart idea to make your first time visitors stick to your blog for a long time.

Once they start finding value in your blog, they will come back again and again. That’s when you can start pitching them about your products or services. Just don’t focus on getting one time visitors and you will be fine.

Do you know of any other clever ways to turn one time blog visitors into long term visitors? Also make sure to grab your special free gift on getting your first 1000 subscribers from here.

Original post: 3 Powerful Ways to Turn Your Hit-And- Run Blog Visitors Into Lifelong Readers

Generating Lead and Sales From Facebook For Small Businesses

facebook lead generation and sales

We covered tracking last week which is essential because you first need to know if you are profitable and if something is working before you can move forward.  This can be found at http://marketingplaybook.co/hangouts/setup-facebook-tracking/

This week we are going to take a look at the different advertising objectives you have when setting up a Facebook ad and how you possibly leverage and use some of these options.

Facebook 13 different options for setting up a campaign.  It’s important to fully understand your options so you can start planning how best to setup a campaign.  Some of these will apply directly to you while others won’t.

As usual here is the live hangout video to accompany the written show notes guide.  We hold live hangouts every Wednesday at 2PM CST so sign up to the newsletter to get the invites.  You can also view past hangouts at http://marketingplaybook.co/live-hangouts/  and join our private Facebook group as well as Google community and twitter on our community page at http://marketingplaybook.co/connect/

Facebook Advertising Objectives

Clicks to Website: Send people to your website.  This is the more common method many small businesses and advertisers use.

Website Conversions: Increase conversions on your website. You’ll need a conversion pixel for your website before you can create this ad.  This is how I generally setup most of my campaigns.  This allows me to optimize better for conversions that are happening.  Even if I am not selling a product or service I can still use this option if we get a little creative.

Page Post Engagement: Boost your posts.  This is one of my least favorite options.  It’s fine but I really don’t care in most instances about others seeing my posts.  I would much rather get them to click on my website.

I’ll still use this method if I’m doing marketing for a special event just to get the word out more or if I have really killer content that I believe can be spread fast.  An example of this might be a pumpkin patch.  It’s October as I write this and chances are I would still drive business and interest to my pumpkin patch or corn maze for this time of year in the U.S.

Page Likes: Promote your Page and get Page likes to connect with more of the people who matter to you.  This again to me is low value for many companies.  It used to be a lot better back when you could then post new content and have it syndicated out to everyone automatically and for free.  Facebook has gone pay to play so even if you post something it won’t go out to all your fans.  Only a small fraction in the 3% to 10% range so you really don’t get a lot of value out of likes.

This can still play a factor in your marketing efforts however so you may find a good use and strategy to use this option.

App Installs: Get installs of your app.  I have an app I promoted rather heavily on Facebook and found the platform to be a really nice way of getting installs to my own personal app.  This is not common for many small businesses so I won’t go into this topic.

App Engagement: Increase engagement in your app.  This is where you re-market to those who have installed your app to get them to come back and use the app again.  It’s a solid way to help with user retention and it allows you to deep link into sections of your app which can provide great value.

Offer Claims: Create offers for people to redeem in your store.  This can be a really great way to market coupons and discounts.  You can set features such as who sees it and how many people can claim the discount which creates scarcity and forces people to take action or they lose the special.

Local Awareness: Reach people near your business. Here you set your business location and choose a radius of those located around you.  It’s a nice way of reaching people in a set distance from your business to advertise daily specials or events.

Event Responses: Raise attendance at your event.  If you are putting on a workshop of some kind this can be a great way to see how many people may attend.  Generally you get at most a 50% show rate so if you want 10 people to show up to your event I would recommend getting at least 20 signups if not 30.

Product Catalog Promotion: Automatically show products from your product catalog based on your target audience.  Think of this as the merchant feed options you have on AdWords and Bing Ads.  When you use your product catalog it will normally be in combination with Dynamic ads.

Brand Awareness: Reach people more likely to pay attention to your brand. I have not yet personally used this option. From what I have read Facebook with show your ad to those who will most likely spend more time looking at your ad. I personally do branding a little differently for local businesses which I will discuss later in this guide.

Lead Generation: Collect leads for your business. Recently this had become one of my favorite ways to produce quality leads at a very reasonable price.  It can be hard for some small business to capitalize on but if you have any kind of valuable information you can bundle into a quick free report as your lead generation offer it can work very well.

In order to take full advantage of this process you need a solid follow up already in place so ensure you have your sales funnel setup and ready to go.

Video Views: Create ads that get more people to view a video. To be 100% honest I have not had the same success with Facebook videos ads as I have with AdWords.  It’s really great that you can target a specific audience but I have not had a client personally that has had great measurable success with video ads on Facebook just yet.

I do not like how many videos are still auto played inside feeds and I don’t like that they charge and count as a view after 3 seconds.

There is clear value to be had here but I do not have the solution for what this is just yet.

Dynamic Ads:  Worth mentioning again as you can use your product catalog to setup Dynamic Ads to auto re-target page visitors for specific pages.  There are services out there that can help you set this up like ChannelAdvisor, Mercent and Adroll.  You can manually set this up as well but it’s a little more complicated just like setting up a Merchant feed in Bing Ads and AdWords.

Carousel Ads: With Carousel ads you can setup up to 10 images each having their own link to a specific location on your website.  Great if you are targeting a specific niche and have several similar products or services you want to push.

The setup for images is a bit different then the regular format in Facebook.

  • Recommended image size: 600 x 600 pixels
  • Image ratio: 1:1
  • Text: 90 characters
  • Headline: 40 characters
  • Link description: 20 characters

 Slideshows: You can use both videos and images to create a slide show with audio and text overlays.  Slideshows can stand out more than a normal ad because you have different images coming into focus that grabs people’s attention.

This is fantastic if you have some kind of process or story you want to tell your target audience.

Slide shows can be up to 35 seconds in length.  All images should have the same dimensions and be in a 16:9 or 4:3 ratio.   If you use different sized images then your images will be cropped and could possibly look off.

 

Your Facebook Audience

We will not be covering targeting this week but save it for next weeks hangout.  Still I wanted to at the very least provide you the options you have for when you target a person inside Facebook.

  • Location
  • Age
  • Interests
  • Gender
  • Languages
  • Education Level
  • Relationship Status
  • Political Views
  • Whether or not they are connected to your page
  • Remarketing / Retargeting

Design Recommendations

Here are the recommended design formats to use with Facebook as well.  In a later hangout we will cover more on best practices for creating a Facebook ad.  I simply have this listed here as it should be known incase you don’t get to our future article on creating the best Facebook ad.

  • Recommended image size: 1,200 x 628 pixels
  • Image ratio: 1.9:1
  • Text: 90 characters
  • Headline: 25 characters
  • News Feed description: 30 characters
  • Your image should include minimal text. See how the amount of text in your ad image will impact the reach of your ad.

Call To Action (Optional)

Add a call-to-action button to tell people what you want them to do when they see your ad.  Again I’m not covering this in depth today but it’s worth noting so I have included it here.

  • Apply Now
  • Download
  • Get Quote
  • Learn More
  • Sign up
  • Subscribe

How Best To Use the Facebook Ad Options

This is the part of the hangout I really wanted to talk about and for me personally where the fun begins.

Like will all methods you might have to try a combination of tactics and have to perform several tweaks along the way to produce the desired results for you.

Clicks to Website and Website Conversions

Branding yourself as an Expert

Both of these methods are similar in nature.  Generally when using these methods for a small business or business in the service sector you will not be focusing on initial sales.  You can of course try and maybe you will succeed but more than often you will not.

The reason for this was discussed more in-depth in our guide at http://marketingplaybook.co/hangouts/social-media-right-business/

With AdWords Search you know the users intent based upon what they are searching.  For Facebook you are doing more of interruption advertising and the person is often not in the buying mood.

For this reason I do Clicks to Website and Website Conversions as more of a branding opportunity.  This tends to work well over the long run for small businesses.  Just like with newspapers or mailers you are consistently putting yourself in front of the same audience over and over so they remember you and think of you the next time they need those kinds of services.

Let’s look at an example of how this might work.

You own a house remodeling company and specialize in Bathroom and Kitchen Remodels.  You decide to target Women who are married and are over 34 years of age.

You put together a campaign that has a great image showing both half the original kitchen and half the newly remodeled kitchen.  Your headline is there to peak some interest and you use a Geo callout for your local city and target those in your service area.

It might be something like  “Omaha Kitchen Re-model With a Unique Twist”.  In the text I’d probably mention how many before and after pictures there are as well as the total cost of the project.

With social media you need to understand that people are there not to be sold but to be entertained.  They are board and just trying to connect with a few friends and family members or see the latest images of babies and puppies posted.

We send them directly to our website with a re-marketing pixel on it.  On this page we have actually setup a multi page funnel and talk about the process under each image.   Let’s say we have 16 images. The first page may have 3 images each with a quick paragraph describing the image.  There is a NEXT button at the bottom for the person to go to the next page.

You tell the story of the remodel.  Why the person wanted the remodel done, the materials involved, the processes used, the cost, the time it took, the challenges you had.

What you are doing is connecting and relating with the visitor and at the same time establishing yourself as the expert in the field.

Each page is clearly branded with your company name and you have your phone number front and center for people to call for a quote or to discuss a possible re-model.

While you might actually get some calls initially, chances are your sales cycle is actually several months out.  That means to really test this out you are going to have to run multiple ads for several months before you start to see initial sales results.

As we are using 3 images per page with 16 images that means we have a total of 6 pages.  On page 3 we could place a conversion pixel.  We could also place it on the final page 6 if you wanted.

What we are doing here is building an audience that is deeply interested in your service.  It’s great that we are building a remarketing list for all the visitors but chances are those people won’t convert as well down the line as those who make it to page 3 or 6.  If you wanted you could setup conversion pixels on both those pages but we will stick with page 3 for this example.

You let the ad run for 2-3 weeks spending $20-$50 a day depending on the engagement rates.

You now have a nice list of people you can remarket to who have clicked your ad in the first place.  These are the people you will be sending out your next re-model post too.  You can of course use this second ad to create another re-marketing list to keep fresh eyes coming in as well but it’s the remarketing list that you are re-branding yourself too.

From your Conversions list you can create a look-a-like audience to target those people who are similar to you current users who have already converted.  These are the people who not only clicked on your ad but also made it to page 3.  From this initial list of at least 100 conversion you can build a solid list of people who are very likely to enjoy your content.

The end goal is for people to see your work so when it comes time for them to do a re-model they will call you as they already have a relationship with you.  They know the work you do.  They know the price of the re-model or at least a rough cost.

As you have already established yourself as the local expert and go to place you will find your company recommend out even by people who have not used your services personally.  People love to be helpful and when a friend mentions they want to do a remodel the person will naturally want to offer an opinion and you company being the only remodel company the person is likely to know they will recommend you out for the job.

In a perfect world this would work like gangbusters.  You may find you need to change up the funnel a little but this is intended to give you an idea of how I generally recommend small businesses setup their sales funnels using this kind of ad objective.

You can of course try to directly sale to people.  When you do this you will generally find it a lot harder to convert then with AdWords and you definitely need to have remarketing in place to re-connect with people over the course of time.

 

Page Likes

Making Friends and building a fan group

For me personally I do not like attempting to get page likes.  It used to be great when you could build a list of fans and then anything you posted went out to most of your fans.  This no longer is the case.  You now have to pay to have the vast majority of your fans see your new posts.

This is fine if you need to get started and appear to have some fans but honestly you will naturally gain fans just sending people to your website.

Still there are plenty of strategies that can take advantage of Page likes

EXAMPLE COMING

Event Responses

Building Direct Relationships

Honestly I think this is the most unused option out there that small businesses are not taking advantage of.  You are an expert in your field and have very knowledgeable information to be shared to the general public.  Take advantage of this and help educate your community.

Let’s cover an example of how you might be able to capitalize on this and meet great people in your community and build personal relationships.

You are an Auto Mechanic. You can create a Facebook Event to providing training and safety tips on a multitude of procedures.

This could be an event talking about How to Change a Tire safely,  or how to save big bucks and do your own light attendance like changing wiper blades, filters and the like.

Generally people in the service based industry are very guarded with their knowledge.  This is 100% bad.  They like to make up excuses like if I train people how to do it themselves then I won’t have customers.  The truth of the matter is most people will be way too busy and find it far easier to hire and expert out to do the repair or service for them.  Those who do actually perform the service themselves would never actually be a client anyways so it really does not matter.

Let’s go with the How to Change a Tire Event.  You send people to an events page for a signup where describe how you will be teaching people to change a tire on the side of a road in your shops parking lot.  You will cover the safety tips and what to do when your tire is blown while driving, how to pull over a car safely, how to secure the vehicles, where to jackup the car, how to change the tire and other safety tips like using your hazards or road side kit with cones.

The whole point is to establish yourself as an expert.  Those who are in the market for a mechanic will naturally now think of you as the expert because you where so helpful.

Humans are creatures of habit and you are far more likely to return to a place you have been to before.  If it came down to your shop or a competitors they will choose familiarity over discomfort almost every time.

It’s human nature to want to reciprocate.  If I give you something then you will want to give me something back in return.  This might be your business or it might be a referral.  You will find that holding these kinds of events will create the most loyal fans possible.  You have helped them out and they actually now know you for being an outstanding person.  They will recommend you out to everyone.

You can get really creative with the different kinds of events that can be hosted.

Lead Generation

Creating High Value Leads For Your Small Business

Lead generation on Facebook can be a big win for many. In order to get a lead you will need to first offer something in exchange for the person handing over their contact details.  This also helps to qualify the user.

Let’s use an example of a Real-Estate Agent.  You can offer a free quick report on the initial value of the persons home.  You would of course explain that this is not exact unless you come out and inspect the home.

For most Americans our network is largely in the real-estate that we own.  Home owners are constantly curious about their homes value and what other homes in the area have sold for.

You would have to word the ad copy in such a way to peak curiosity while under promising on the results and then having a streamline process in place to easily handle each lead and present a niche PDF of a rough estimate of the home’s value.

For most businesses when you do lead generation you will have a standard lead generation offer that is not customized but auto delivered via e-mail to everyone on signup.

I’m using the real estate agent as an example of a more complicated funnel just so you can understand different ways of using Lead Generation.

you setup a lead capture form in Facebook and the person fills in the fields you require such as the home address, their name, their phone number if needed and you accurately describe the information you will be sending them such as the last 3 homes in the area that have sold recently.  You can also compare the last 3 homes most similar to this persons home.

The harder you make the form the more qualified and interested this person will be.  If you first started out and had a really simple form but the leads where poor then you can make the form more and more complicated.

With an industry like this it’s a real balancing act between quality leads and the price for the leads.

One of the biggest issues I often see with lead generation is the lack of customized follow-ups.  You need a set sales funnel in place to help segment out tire kickers with those who are generally interested in hiring you.  It’s normally not hard to setup a lead generation offer but the really hard task is in nurturing the lead

Offer Claims

Generate Sales and New Clients At the Same Time

I love offer claims.  If you sell anything then chances are you can offer some great value to new and existing customers.

How Facebook offers work

  • Store offers send people who claim the offer a barcode or QR code that can easily be redeemed from their mobile device at checkout in store.
  • Online offers send people a discount code and are sent to your website to shop. They can use the offer code at checkout to redeem the value.

 

With offers you set what the deal is, how long it lasts and how many people can claim the offer

Let’s take a look at how an offer claim might work.

You are a Baker and offer people a Dozen Cup Cakes to the First 20 People who claim the offer for just $5 bucks or your cost.  By limiting the amount to just 20 people you are creating scarcity. By charging a small price you are stopping tire kickers from just claiming the offer and never using it.

This same model can be done for dozens of services like carpet cleaning and offering 1 room free when you get an 2 rooms cleaned.  If you are a mechanic you can offer maybe 5 synthetic oil changes for $99 dollars.

It’s a great way to help entice new customers in the door and get them familiar with your business.

You can also setup very similar funnels through Free Giveaways or sweepstakes.  An example might be a funnel where you are giving away a free cake and the person needs to first signup which get’s people on your e-mail list.  From there they move to an up sell page where you are offering a discount on a dozen cupcakes but the price is high enough to where you are still making money on the deal.  If they decline the offer you can send them to a page where they can claim 1 cup cake for free.  I don’t know about you but I have never gone into a bakery and walked out with just one cupcake.  If I did my son would never speak to me again.

With this method you also have their e-mail address and can send them a weekly special list or information on seasonal delights that your bakery does.

The post Generating Lead and Sales From Facebook For Small Businesses appeared first on MarketingPlayBook.co

Google Gets Serious About Hardware

Google has a new hardware division and Rick Osterloh, the former Motorola chief, is in charge. This hardware division merges Google’s disparate hardware projects to bring more cohesive products that work well together.

Google announced a lot of products today and all of them are made by Google. Nexus phones have been replaced by Pixel phones, Daydream View is a comfortable VR headset that works with Pixel phones, Google Home brings Google Assistant to a smart speaker, Google WiFi is a new router that promises better range and Chromecast Ultra supports 4K and has an Ethernet port. That’s quite a lot.

Pixel phones are actually made by HTC, but there’s no HTC branding. Pixel and Pixel XL are designed by Google and HTC is only the OEM. The two phones share the same premium hardware (aluminum/glass unibody, Snapdragon 821, 4GB RAM, 32/128GB of storage, AMOLED screens, 12MP camera with OIS), but have different screen sizes (5 inch vs 5.5 inch), resolutions (1920 x 1080 vs 2560 x 1440) and batteries (2770 mAh vs 3450 mAh). They have an impressive camera that scores 89 in the DxOMark Mobile test, which is the highest score for a mobile phone. The camera has a fast f/2.0 lens, hybrid autofocus powered by laser detection and phase detection, zero lag HDR+, powerful stabilization.

Pixel and Pixel XL ship with Android Nougat and they’re the first phones that come with Google Assistant, the upgraded voice assistant with a more natural voice, more comprehensive answers and better integration with other services.

“Pixel is available for pre-order today starting at $649 in the U.S., U.K., Canada, Germany and Australia,” mentions Google. Pixel XL costs $120 more, while the 128GB options adds $100 to the price, exactly like the iPhone. Google partnered with a few carriers: Verizon, Roger/Telus/Bell in Canada, EE in the UK, Deutsche Telekom in Germany, Telstra in Australia, as well as a few stores like Best Buy and Flipkart.

Daydream View brings virtual reality to everyone (who has a Daydream compatible phone). “Powered by Android 7.0 Nougat, Daydream-ready phones are built with high-resolution displays, powerful mobile processors and high-fidelity sensors—all tuned to support great VR experiences. Google’s newest Pixel and Pixel XL are the first Daydream-ready phones, and there are a lot more on the way from leading Android smartphone makers,” informs Google. Daydream View is a VR headset and controller that costs $79 and it’s comfortable and easy to use. For now, it’s mainly a Google Pixel accessory and it will be available in November in the US, Canada, Germany, UK and Australia from the Google Store and all the other carriers and stores that sell Google’s phones.

Google Home is a smart wireless speaker with integrated Google Assistant, powerful microphones and noise cancelling technology. It’s always listening to “OK Google” (you can quickly disable this feature from the mute button), it has touch controls, far-field voice recognition, Hi-Fi speakers, multi-room support if you buy multiple devices. It also has customizable bases you can buy from the Google Store. Google Home is a clever voice interface for Google, but also for your other smart devices like Chromecast, Nest, Philips Hue and more. IFTTT will make Google Home automation even more powerful.

“Google Home will be available in stores starting in November or you can pre-order yours today for $129 from the Google Store, Best Buy, Target and Walmart,” informs Google.

After launching OnHub routers manufactured by TP-Link and Asus, Google came up with its own simplified WiFi router. It’s designed to cover a small house or an apartment and you can use multiple Google routers for a larger house. “Network Assist is intelligent software built into Google Wifi to provide you with the fastest possible speed. Behind the scenes, Network Assist automatically helps you avoid Wi-Fi congestion, and transitions you to the closest Wi-Fi point for the best signal.” Google’s new router has a mobile app that lets you quickly change settings and check stats. For example, you can pause Wi-Fi on a device or prioritize a device.

“Google Wifi will be available for pre-order in the U.S. in November. It will retail for $129 for a single pack, and $299 for a three-pack at the Google Store, Amazon, Best Buy and Walmart.”

Chromecast Ultra brings 4K and HDR support, a more powerful hardware and a different charger with Ethernet port. “Chromecast Ultra supports 4K, HDR and Dolby Vision, so you’ll get a crisper picture with higher resolution and more vibrant colors. At first, you’ll be able to stream 4K content from Netflix, YouTube and Vudu, and we’re working to bring more 4K and HDR content on board. Later this year, Google Play Movies & TV will be rolling out 4K content. Chromecast Ultra loads videos 1.8 times faster than other Chromecast devices and includes major Wi-Fi improvements to support streams from full HD to Ultra HD without a hitch,” explains Google. “Chromecast Ultra will be available in November for $69 from Best Buy, the Google Store, Target, and Walmart in the U.S., as well as from international retailers in 15 more countries.”

Here’s the full Google announcement, just in case you missed it: