Bruce Irving from The Smart Pizza Marketing Show delivered this presentation. He used the techniques that he shared to help promote his pizza business. He shared a number of great ideas that local businesses could use.
To get started, Irving highlighted some important questions to ask. He also emphasized to do more branding than marketing.
Why?
Why are you doing social media?
What are you doing what you are doing?
Who?
Who is your target?
Differentiating Audiences
Irving spoke about two different audiences to focus on: general audience and potential customers. For each, you will target in a different way.
General Audience
For your general audience, people who are a warm audience, you are going to create posts to generate engagement. You are pushing posts to people who know and like you. Additionally, you will retarget those who watch your videos and engage with your Facebook page.
Potential Customers
To target potential customers, you can send out ads that focus on their birthday or put an ad in front of someone who is visiting the area. Naturally, you will want to exclude people who like your page.
Facebook Targeting
Facebook offers a number of ways to target audiences. You can set up a “geofence” around the business, target zip codes, set a mile radius around a point, and target people recently visiting.
You can also target customers based on birthdays, interests, etc. You will want to send them to your landing page so that you can retarget them. Ideally, you’ll collect their email address.
What?
Irving highlighted the Constanza Method. Basically, you want to be so active and in the face of those around you that you are immediately thought of as a solution. This occurs by regularly producing quality content. Continually produce images and videos. Push content that is doing well. Become the go-to business. Create this content on Facebook and Instagram.
Odds are that no one else is doing this.
Where?
Facebook is a powerful location to create engagement but you need to create engaging content. Video is a powerful tool to use. Show what customers are concerned about. You have to catch their attention on the scroll. Be that “scroll interrupter.”
Most people are afraid to do video. If you want to build your business, you need to get past your fears. Commit to doing at least one video a week.
The key is to retarget those who engage with your content. You want to be in their feed over and over and over again. Retarget with a deal.
Facebook Messenger
Irving highlighted that he and his team were experiencing a 90% open rate with a 40-60% click-through rate with Facebook Messenger. Additionally, Facebook Messenger allows you to capture email addresses. It is key that you follow the terms of service.
Irving shared a process for using ManyChat to trigger based on comments in a post. Using a chatbot, you could provide an offer that would, in turn, add email addresses to Mailchimp. You could then further connect with potential customers through MailChimp.
Instagram was another point of emphasis for Irving. When using Instagram, focus using both stories and the feed. Definitely, use local hashtags. Show your audience things they will not normally see like behind the scenes of your business.
Keep an eye out on what is getting traction such as top and recent posts within a local hashtag. If appropriate, reach out to people on Instagram. If they direct message you, offer them a discount code.
Find and reach out to local influencers. Have special events for them. It is key to engage with them.
Advertising
Irving pointed out that Google Advertising is defense (“people are searching”) whereas Facebook advertising is offense (“getting in people’s faces”).
