Chambers, Don’t Drive People Away at the Top of the Funnel

Chamber Pros Insider Tip #71

Good Thursday to you.

Do you drink tea? I find I don’t drink nearly as much in the middle of summer but every once in a while, mostly when I am doing research or writing, I like a hot cup.

When I have a soar throat from speaking, I drink “Throat Coat” tea.

It’s good and really works. You might want to try it if you have a full day of meetings and want to protect your speaking voice. 

On to today’s tip.

You may have heard me say it before. Nobody is on social media to be sold to. 

They are on Facebook, Twitter, Pinterest, etc. to learn, to engage with friends and family, maybe to laugh or be inspired. 

To be pitched? Not so much.

Matter of fact, if you do pitch at the top of the funnel, people will unfriend you or unlike your page.

You lose them before you even hardly get to know them, or they you.

So what are you to do?

Segment your audience into those more ready to be pitched versus those that are just getting a feel for you.

I know. I know. Segmenting is hard. I know you don’t have the expensive digital marketing software like Hubspot and InfusionSoft. 

I have two Tips for you today that will make segmenting easier and more effective than what you are probably doing now.

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Tip #1. Provide valuable, inspiring, entertaining content in 95% of your Facebook and other social media posts. This is where you are creating awareness and telling your story (in a non salesy way).

But every once in a while do include a link to your website (with a great image, copy, and call to action).
Then, by using the Facebook Custom Website cookie, you will be able to identify people that have shown a true interest in your product/service (after all, the clicked through to your site). Now you know they want a little more info or a deeper relationship and you can serve them Facebook posts (exclusively to them!).

Tip #2. Capture people’s email addresses. You can do that by exchanging something of value (a report or ebook, for example) for their email address. You have probably done this a dozen times yourself, wanting a whitepaper or to watch a video.

You can also capture email addresses at local business expos or a sign up sheet in your office. The key here is to get permission to email them. Using Facebook’s Custom Audiences feature you can serve posts exclusively to them (as above in tip #1).

Once you know a person is no longer at the top of the funnel (but is instead deeper in) then you can target Facebook ads to them while not targeting relative strangers with the same posts (which would make them put up their guard or drive them away).

This may sound complicated but it becomes easier once you have experimented with a few Facebook Dark Posts. After just a little while, you could have thousands of targeted people that you can reach for just a few dollars.

Here is a link to a Social Media Examiner article that will provide more insight. Also, read Jon Loomer’s blog. 

I will be doing a webinar on this before too long to really make it simple for you.

Today’s tip: Entertain, inspire, educate people at the tippy top of the funnel. Don’t drive them away by being pushy. 

Once they are deeper in the funnel (have come to your site or given you their permission to email them) you can let them know what your offers are. You have effectively segmented the “strangers” from the “interested”.

That’s what I call simple segmentation.

Are you doing this already? Any success stories? Discuss in the Facebook Group.

Thanks, 

 

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July’s Webinar is now taking registrations. As an Insider, you get for free with the discount code “CPI”.

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