1. What we are doing wrong & What we should be doing
Facebook Branding
What we are doing wrong & What we should be doing

2. Why do I continue to talk about Facebook marketing?
1 BILLION people (1 out 7 people on EARTH) used Facebook on a single day

3. We have talked about how powerful Facebook can be for brands
Most of the naysayers have been quieted
Those who kept predicting “the next MySpace” have all crawled away to their caves
That doesn’t mean that success on Facebook comes easily now
Instead, it can work the other way: The noise and the competition can make it more difficult for brands

4. The truth is, most of us (and other Brands also) are on Facebook because we know we “have to be there”
A LOT of Brands don’t know what to do on Facebook
While others are flat out doing it wrong
Not because they want to be “doing it wrong”
Because they heard this Guru or that Guru say that’s how they were supposed to do it

5. Here are the MAIN 4 reasons a Brand is unsuccessful on Facebook:
#1 - Focusing on Fans Not that having Fans on your page is bad, it’s more about how Brands are getting fans Buying fans from Fiverr.com or running “Like” contests, or participating in “Like A Thons” with your peer groups do absolutely NOTHING for your business These likes are from people who are not likely to buy your product. Quantity does NOT equal Quality on Facebook

6. #2 - Focusing on Reach The goal of most Brands is first get as many Fans as possible then do stuff to reach out to them Two problems with that – st – Not having a quality fan base to begin with (see reason 1) the people you are trying to reach have no interest nd – Reach in and of itself is un-important, it is the actions that take place after that matter to your business

7. #3 - Focusing on Engagement But all the Guru’s say “Engage” with your audience and that is true to a certain extent But Paul, it’s those likes, comments, shares and other clicks that tell me how much people love my brand Photo’s Videos and Meme’s that Brands use to generate Engagement are seldom tied to the Brand in any way Other than making you feel good that people liked your post, what does it actually do for your business??????

8. #4 - Focusing on Sales Sell, sell, sell, and then sell some more I see it daily in my news feed – “Thinking of buying a home? Let Team Paul mortgage help you” “Buying or selling a home? Let team Paul Realty help you” No one likes being sold to – especially if that’s all a Brand ever talks about Add to that the fact that the fans aren’t even the right people

9. What Brands should be doing instead –
The simple formula – You should be building an audience of people who actually care about you You should be creating lots and lots of helpful content You should be investing in your website and driving people there You should be building that website traffic to help build your Facebook audience which will help drive more traffic and more fans and more loans

10. That’s it

11. The steps for using Facebook to grow your Brand – the right way
Step 1: Invest In Your Website
This is critical to your success on Facebook It is the driving force of the rest of your marketing on Facebook
This is the piece you own, your voice, your Brand Promise

12. Step 2: Create LOTS of Helpful Content I’m talking about truly interesting, helpful content that people actually care about Make a list of all the questions you get about a program These questions are your content titles and your content is the answer to them How much down payment will I need to get a mortgage? What information do I need to get a loan? What interest rate is available for someone buying their first home? What types of home loans are available? You must be consistent with your content, it is what strengthens how a person feels about your brand

13. Step 3: Share That Content Share it to your Facebook page Even if you have very few fans — or very few fans who care about you — share it anyway Share it with your lists – You’re going to get terrible traffic Just know that, early on, there’s no avoiding it But we are going to do something about that

14. Step 4: Promote Your Content Give that content a broader audience by paying to reach more people (people who might be helped by your blog post) Use demographics to Zero in on people most likely to benefit from your content *Note* Long term you’ll want to move away from targeting interests. But we have to start somewhere

15. Step 5: Create a Website Custom Audience and Target It When you promote your blog posts to interests, most people will ignore it But those who click have expressed an interest in your topic That’s a great thing! Now we need to make sure we capture them Create a Website Custom Audience of all website visitors during the past 180 days As traffic to your website grows, the Website Custom Audience grows and as the Website Custom Audience grows, you can begin spending more money targeting that audience and less targeting interests and demographics

16. Step 6: Build a Fan Base Now that you’re driving traffic and building a Website Custom Audience, Run ads targeting your website visitors to also build your fan base (like your Page) Make sure to consistently post your content to generate “organic” website visitors and fans The fan base will allow you to drive traffic organically in addition to paid

17. Step 7: Build Your Email/Phone List
It’s important to wait until Step 7 to do this since it will be costly to do so if you’re only targeting cold leads via interests
Now that you’ve been creating a ton of helpful content (step 2), you can start packaging some of that content into your Cheese
Create some sort of squeeze page on your website that you can offer your Cheese in exchange for an address or phone number
Share your Cheese (lead magnet) page to your fans, and especially your Website Custom Audience

18. Step 8: Sell Your Stuff You’re creating lots of helpful content that appeals to your target audience You’re using that content to drive people from Facebook to your website You’re then remarketing to those who have been to your website to build your fan base, drive more traffic and build an list Now it’s time to sell!

19. Since you’ve been building an email list, make sure to email those people regarding product
You have a relevant fan base made up of website visitors, target your fans with ads then ask for the business “Click here to get started Buying your Dream Home” “To get started on your Reverse Mortgage now, click here” “Call now to get Pre-Approved and negotiate like a cash buyer”

20. Step 9: Repeat Step 2 This is not a short-term process You’re committed for the long-term This process continually feeds on itself Create more content, Share more content, Promote more content, Build your fan base, Build your list, Ask for the Business The more content you create, the more content you can promote The more content you promote, the more traffic you drive The more traffic you drive, the more relevant people you can target to read more content, join your list and ask for your help with their mortgage needs

21. While simple, very few brands take this approach
They focus on things that don’t matter instead of investing in the future of their brand and the future is found in driving traffic to something you own – your Website
Build your list of people who care about you Today!!!!!!