Beating the Lockdown: USING FACEBOOK TO BUILD YOUR TRIBE - William Eastman

Today's Show focuses on how to take advantage of access to billions of Facebook users, to assemble and move them to another platform you control.

PROFIT RADIO - "A Network of Entrepreneurs for Entrepreneurs"

Introduction
Here we are at the beginning of 2021 and hoping to put 2020 behind us. Unless you were one of the lucky owners who had the right offer at the right time, the majority of entrepreneurs took a big hit last year. It is forecasted that business revenues for 2020 is 1/3 of 2019! How many owners do you know that are already out of business?

This series of shows are not about good news. We are very pessimistic about the immediate future - the next 6 months. That emotion is based on the arbitrary nature of global lockdowns.

Last week we covered an external view of strengths and weaknesses (BEATING THE LOCKDOWN...WHILE YOU HAVE STILL HAVE A FUTURE; ABUSE THE ABUSERS), now lets examine this from the customer's perspective. 

If you want to understand our position that the reactions are not science based, checkout our show: REAL DATA, NOT LIES

LISTEN > ENGAGE > APPLY

Show Objectives
Let's start this with the obvious. We no longer live in an environment where your beliefs or ideas can be expressed honesty if outside the accepted narrative. I wish it was different but it is what it is. So that means that we have to speak differently, our messaging must be less obvious and appeal to something deeper within the customer.

Our premise and approach is based on the idea that there are people who will buy your offer - raise their hand - if they know of you and you are part of the buying decision.

Today's show focuses on how to use Facebook to find and assemble followers to your bus depot and take them to your site.

Key Issues - Owner Perspective:

1. How do I take advantage of Facebooks platform to build my tribe?
2. What are the hidden fears and emotions of your target customers that nobody speaks to and would gain immediate attention?
3. How do I shape the message to avoid the masters of the universe and their minions the thought police?

What Do I Need To Know​
Facebook Is A Search Platform to Reach Your Customers
Fundamental Principles:

• FB Business Page integrated with webpages
  • Select template
• Select Customers - demographics, psychographics, buying persona
• Clarity on what can be accomplished
  • Goals (Results)
  • Objectives (Activities)
• Take advantage of all free services
  • Story
  • Calendar
  • Events
  • Groups
  • Messenger
• Map Your Desired Flow EVENTS>POSTS/STORY>GROUP>OUR PLATFORM
• Create a PUBLISHING calendar
  • Topics
  • Scheduling
• Baseline your metrics before spending
  • Just posts and scheduled events = 380.4% increase in 5 weeks at our bus depot!
• Always A/B test with small spends - Another Show

​
What You Need to Do
Touchstone Marketing

1. Understand what you must establish before asking them to raise their hands - your right to be right.
   1. Credibility: you have traveled their journey, experienced their joys and fears, their journey has been yours - yours has been theirs.
   2. Logic: the concepts you espouse are true and the words used are understandable and part of their vocabulary - right now you are not trying to educate because you haven't earned that ask.
   3. Emotion: you express their deepest feelings: fear, anger, satisfaction. Most people feel under appreciated - express your gratitude for what they do.
2. This type of marketing is not a series of events, it is telling a story that draws them in and keeps them there.
3. Stay away from 'wrongspeak' by using more sophisticated language. Understand you are talking in code - don't let it annoy you, use the opportunity to up the level of marketing play. This will have you standout from the competition.
4. Within the context of cancel culture make part of your marketing outrageous. That doesn't mean bad taste, although that does work, in this case it means memorable.
5. Create a special handshake, special terms - give your followers the feeling they are on the inside of something special - secret knowledge.

Next Week - "The LinkedIn Depot" starts the specifications of how I use their reach, they are using me and my data, to assemble my band of compatriots and load them on the bus. This week and the next 2 we are addressing loading the buses - then we'll answer where are we going?

In the meantime, here are some things you can do:

1. Follow the Beat The Lockdown Series all season.​
2. Get your business growth news everyday from IBGR.Network
3. JOIN the IBGR Community
4. DOWNLOAD the IBGR Growth App
5. RESEARCH anything related to Starting, growing, or Exiting a business on the IBGR Network

We are your single, one stop source for business success, period, end of story.

Make sure you leave some thoughts in the comment section below. I am interested in continuing the conversation.