The Wagner Marketing System
This system is primarily designed for businesses that provide professional services or personal brands such as keynote speakers, authors, and consultants looking to develop deeper and stronger relationships with people in their networks, increase repeat business, sales, and referrals.
The first step for this system to work is to prepare a gift. A digital gift. A gift is a creative piece, a tool useful to a business. It could be a cheatsheet or checklist where you outline a series of steps towards achieving a business objective; an ebook with examples of of how your services have produced results for other clients; maybe a video download with hacks for running a profitable operation. It is not informational but actionable.
A great exercise is to go outside your industry and learn what others – maybe even the competition- are using as gifts. These gifts are popularly called lead magnets but I don’t like to use this term because it carries a “self-beneficial” motive. It’s not about you it’s about them. What I like to do is go to my favorite websites and with a secondary (junk) email address subscribe to receive their gifts. I then evaluate which ones are the most useful and why.
Once you have defined your gift, it’s time to give it away.
THE SET UP
As a business owner you’re probably meeting a great number of people at networking events, conferences, presentations. The tool I use to give away the gift is called Textiful which integrates with MailChimp. This is part of my EMAIL MARKETING strategy to bring new people into my database already consisting of clients and prospects.
Once you have made a strong first impression with someone you ask them to text by phone a ‘keyword’ to a specific ‘number’. The Textiful system will immediately prompt them to enter their email. An automated message will deploy instantly with your gift. You now have opened a channel of communication with this person.
Time for the show.
You want to produce a series of engaging and entertaining SOCIAL VIDEO snippets that will keep you in front of these people on a regular basis. The objective is to keep your brand top-of-mind. Think of it as a video series. For example, my clients will record a useful tip on video 3 minutes long on their phone, then upload it to YouTube or Vimeo, and finally embed it in their website as a vlog post. I like to create an animated GIF so I can send as a teaser with my emails.
The emails are driving traffic to your website where the actual video is watched. I suggest deploying an episode at least once a month. If you’re more comfortable on camera and want to increase the frequency, by all means, just stay consistent.
Now to capture data.
To later target these same website visitors, and audiences that “look like” them on social media, you have to add the right social media pixels to your website or landing page. You can add it to each individual page or you can add a basic pixel to your website’s header. This process is a bit easier when creating WORDPRESS WEBSITES in my experience. But your developer should be able to help you with this, otherwise shoot me a message.
Time to launch your attack.
The pixel will collect data and give you access to a targeted audience of social media users, built on their engagement with your content vis-a-vis your website. Now you’re in a position to create retargeting Instagram and Facebook advertising campaigns with very specific conversion objectives.
This part requires a little more social media dexterity but we have packaged a solution in 6 easy steps. You can learn our system to run effective social media campaigns at our UPCOMING SOCIAL MEDIA EXPERIENCE WORKSHOP in Sn Diego. Here’s an overview of this 6 step process:
1-Measure Twice, Cut Once.
This simple proverb gives you the peace-of-mind that your Facebook marketing campaign will deliver results. Dedicate enough time in the beginning to formulating the right strategy and setting the right goals and objectives. 80% of marketers use metrics related to reach and engagement to evaluate success with regard to social media marketing. To impact bottom of the funnel metrics you must incorporate social media with other digital marketing strategies.
2-Begin with the end in mind.
Think of it as a 3 step process, better yet, think of it as a marketing funnel. The top of the funnel is where social media helps -raising awareness. The middle is where you nurture the leads who have shown interest on your services. And at the bottom you have a landing page that converts. By working on this landing page first you’ll dive into the verbiage necessary to craft the right message for your ads.
3-Activate your Followers.
Use Facebook’s native tools to wake up your fans. If you have followers in your Facebook Page, ask them for reviews/testimonials. This a simple way of using the Consensus influence Principle to show visitors the great value you can provide. This is what I call FPO: Facebook Page Optimization.
4-Learn your audience.
Once you get reviews, you’ll discover not only who your biggest fans are, but also where their interests lie. You can then use this information to gain a different perspective about your audience, and explore tapping into other audiences with similar interests. Facebook can even show you the type of music someone likes! Connect the dots and use this information to think outside the box as you search for new audiences.
5-Create the message.
This the really fun part. Write words that capture your defined audience’s attention. Then translate your words into images and video. This is where you develop your hooks. And if creative juices are not flowing, you can always get ideas from Facebook itself on how to craft your ads.
6-Measure and Improve.
You have to begin by stepping on the scale, and finish by stepping on the scale. Testing, re-testing, measuring, and improving your ROI is part of any process designed for growth. For example: If your objective was to increase your reach using a video ad, then measure 2 second and 10 second views, and use 2 different messages to re-target each audience.