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facebook business page

6 Things I Learned by Being a Facebook Business Page Failure

Written by Anne McAuley Lopez on . Posted in Content Marketing, Social Media

I’ve been trying to delete my Facebook business page but I haven’t pulled the plug yet and here’s why. I was a Facebook failure.

Like a lot of people, I was frustrated that posts weren’t being seen and that I wasn’t getting leads from Facebook. What I really needed was to be more engaging to connect with my target audience. Once I realized Facebook is a place to network and not a place for leads (at least not as a primary focus), I decided not to kill my page.

Here are six things I learned by being a Facebook business page failure.

  1. Don’t sell on the personal profile. This is more of a pet peeve than a lesson learned from my own experience. While it’s okay to comment and tag your business on your personal profile, don’t sell on your personal profile. Not only will you alienate friends and family, Facebook will shut you down.
  2. Know your target client. I don’t mean you sit around and hold hands singing Kumbaya. I mean you need to know who you want to reach. As soon as I figured that out, my social media focus changed. Facebook was no longer the only platform on which I engaged; I began using other social networks and engaged differently on Facebook. I participated in groups and even created my own. Before I could blink, I had over 100 people in my Blogging Badass Facebook group and more engagement on my business page than I had seen in months. And I was actually spending less time on Facebook.
  3. You want to use Facebook to generate leads. Everyone loves a pipeline of leads but Facebook isn’t a lead generator. I changed my Facebook strategy in favor of LinkedIn. The reason? My ideal clients include other businesses and professionals who are likely networking on LinkedIn, not Facebook. They go to Facebook to see their family, not make business contacts.
  4. You’re too focused on why people unliked your page. Two words for people who unlike your page: who cares. I used to ponder why someone would unlike my page and even tried to figure out who they were. It really doesn’t matter. In fact, I think it’s more focused now than ever.  
  5. You aren’t engaging in your own or anyone else’s groups. If you’re too focused on yourself, you’re not connecting with others. Once I engaged my audience by asking and answering more questions on my page and in groups, I experienced a shift. Facebook isn’t about me, it’s about engaging and connecting to the audience whether that’s on my own pages and groups or those of others. I recommend a combination of both.
  6. You’re all words, no graphics. As a writer, I want to share my words but I never thought about graphics until my Facebook engagement was next to nothing. Graphics were foreign to me until I started watching my blogger friends’ pages and saw they were using graphics to engage their audience! I finally bit the bullet and learned how to use Canva to create simple images for my blogs and social media. Guess what? Engagement on the Blogging Badass Facebook business page and in the Blogging Badass Facebook group are higher than ever!

While I still have days when I want to delete my Facebook business page, it’s not a constant nagging feeling. I’ve found ways to engage my audience and connect with my target clients. It’s good to not be a Facebook failure any more!

If you’re not sure which social media sites are right for you, call me at 480-206-6452 or email anne@bloggingbadass.com to schedule a Getting Started Session today.

Business Website Content Tips

Struggling for content ideas for your site? Business Website Content Tips

Written by Anne McAuley Lopez on . Posted in Content Marketing

 

What’s the reason you have a business website? For most of us, it’s to give our business a presence online, like the yellow pages of the past. While I may have just dated myself with the yellow pages comment, my point is made.

Marketing your business isn’t just about social media, it’s about a brand story that’s told on your website. It’s about connecting to clients and prospects.

How do we attract clients and prospects with our story?

With engaging content. The best business website content tips include answering the most commonly questions asked by your target client, sharing your WHY, and using proper grammar, spelling, and punctuation.

[Tweet “The only rule of writing effective business website content is to make sure it doesn’t suck.”]

Who are you trying to reach and what problem does your business solve for them? Identify your target client. You have to know who you’re talking to so you can create content that helps them solve their problem. 

Take your time. It’s challenging to talk about our own business. I should know. It took me twice as long to write for my own website as it ever has for a client. That’s because I wanted the message to be perfect.

[Tweet “The message can be re-crafted as you become more clear on the focus of your business. #ContentRocks”]

While the content can be re-crafted, you should not hit publish without checking grammar, spelling, and the correct use of apostrophes. Walk away from the content after your write. Return with a fresh set of eyes a few minutes or hours later. Use spelling and grammar check. If needed, hire a professional proofreader.

[Tweet “Don’t forget to tell clients and prospects about your professional accomplishments and portfolio. #ContentMatters”]

Are you a badass blogger? An attorney who get sh*t done? Don’t be afraid to tell your clients and prospects about your accomplishments and portfolio. Often what we see as bragging on our own websites is just good marketing.

[Tweet “Tell your story to connect with clients and prospects. Write like you’re talking to them. #ContentRocks”]

What’s your WHY? Tell visitors to your website why you’re a passionate [fill in the blank] professional. Telling your WHY connects you to your audience.

And let’s not forget the power of design. Without our designer friends helping us with user friendly and mobile friendly designs, our content would sit on a white page and do nothing. Or worse, confuse visitors with poor navigation.

Business website content tips go beyond creating content for basic home, about, and service pages, and tells a story about your business.

share on social media

You Need Content to Share on Social Media (and other reasons your business needs a blog)

Written by Anne McAuley Lopez on . Posted in Content Marketing, Start Blogging

share on social mediaAs business owners we’re often too focused on building business and serving customers to see the value in expanding our digital marketing presence. Social media is effective and grows brand recognition in the community but there’s more to marketing.

You have to create your own content to gain the love of Google, establish yourself as the expert in your industry, and share more than other people’s content on social media.

All too often I hear the concern that blogging and (other content like live streaming, videos, and podcasting) will give away too many secrets about a business but it’s the opposite. You will attract your ideal clients because you’re illustrating you’re knowledgeable about your products and services but that’s not the only reason your business needs a blog. 

Let’s not forget the value of blogging when it comes to search engine optimization (SEO).

Google loves when we add new content.

Don’t create a website and let it sit untouched. The key to being noticed by search engines like Google is to create engaging, relevant content on a regular basis. Blogging is one of the most affordable and efficient ways to add content to your website.

Think of it this way. Each blog post is another page, another way for visitors to find your site.

One blog post a week adds 52 pages to your website every year.

The more frequently you do this, the more likely search engines will visit and rank your site higher in search engine rankings.

Combine consistent, relevant content using keywords and you’ve got a winning combination for your brand.

Establish yourself as the expert.

A mechanic who creates a video of how to change oil in a car isn’t going to lose customers because he shared how to do it. He’s more likely to attract new customers because they see him as the expert. They don’t want to change the oil in their car because they can see how much work it is; they’ll take their car to the mechanic who knows how to change the oil. It’s the same for your business.

If your competitors aren’t creating content, they’re missing an opportunity to grow their business and get noticed (in a good way) by prospective customers. That’s your opportunity to gain a share of the market. Even if they are creating content, it’s not the content you’re creating.

Your brand is unique.

Create content that connects to your target audience. You’re the expert, not your competitor.  

You need content to share on social media.

Think about the content that you’re sharing on social media. It’s probably articles from other experts in your industry that drives readers away from your site. It’s like you’re marketing for the competition. (ouch!) That’s why you need to create your content to drive traffic to your website.

Sharing the content of others is a great way to build community but be picky about what you share and from which sources. Ask yourself these questions before sharing an article on social media:

  • Is this from a reliable source? You might rethink sharing if it’s from a direct competitor.
  • Is this article relevant to my ideal client? If it’s not, don’t share it.
  • Does this article represent my brand voice? Just because it’s a cute kitten and its puppy BFF doesn’t mean you should share it on the social media for your business. It might be better to share on personal social media or not at all.
  • Could I write a better article on the same topic? If you could write a better article, save the link for reference and write your own blog post.

Share your blog posts, videos, podcasts, and links to downloadable content on social media in addition to content from others and those cute cat memes you just can’t stop posting.

How often should you blog? For most businesses, once a week is a reasonable frequency and attainable goal.

Content Creation

Don’t be Lazy When it Comes to Content Creation

Written by Anne McAuley Lopez on . Posted in Content Marketing

New ContentCreating content takes time and energy….and lots of it. All too often I hear business owners say they don’t have time or resources to write on their blog or post to social media. When I ask why, they say they just don’t see the value. Many say they get clients through referrals and they don’t need to be found online.

Creating content is essential to your business being found online, and ahead of your competition in search engine results.

What happens when the referral pipeline runs dry?

Building a business based solely on referrals means relying on others to send you leads. While that is good, and is how I built my business, there comes a time when we have to generate our own leads.

For me, generating my own leads means creating content for my blog while also ghostwriting for client blogs. It keeps the business moving forward while creating opportunities for attracting my target market. [Let’s be honest, by “moving forward” I mean ongoing client work and income.]

What is the value of creating content?

Repurpose old content

Don’t Let Your Blog Post Go Stale – 11 Ways to Repurpose Old Content

Written by Anne McAuley Lopez on . Posted in Content Marketing

This is the pot calling the kettle black when I say don’t let your blog posts go stale. You need to repurpose old content and not just let it sit on your website. I’m putting a plan together to make more of what I’ve already written. If you follow me on Twitter, Facebook or LinkedIn, you’ll see that I’ve been sharing; but that’s not all there is when it comes to repurposing old content.

Repurpose old content

Think about why you’re blogging.

  • Drive traffic to your website.
  • Share your own content on social media.
  • Call people to action.
  • Make prospective clients interested in working with you.

You can’t meet any of these goals if blog posts are just sitting dormant and unshared on your website.

Make the most of your blog posts with these eleven ways to repurpose old content.

  1. e-book. You’ve got a lot of written content sitting on your website. Take a series of related blog posts and create an e-book website visitors can download in exchange for their email address. You may need to massage the copy a bit but it’s better than starting from nothing AND you’re building your email list.
  2. Podcast or livestreaming. Take the ideas from your blog posts and repurpose to a podcast and/or livestream where you can reach a new audience. Share podcasts and the transcript to your blog as new content.
  3. Share on social media. Breathe new life into old content by sharing it on social media. Share with the title and a link to the post. Then take shorter pieces from the body of the post and share on social media. Use a scheduler like Buffer or Hootsuite to keep the social media pipeline filled or hire a Social Media Manager.
  4. Revamp and re-release. Not every blog post is evergreen meaning that it stands the test of time. Schedule time to review current content to see which posts can be revamped and updated.
  5. Spin it differently. Instead of writing generically on your topic, write for a different audience. For example, if you sell life insurance, write about why people need life insurance, then also write life insurance for families, why you need more than just your employer sponsored insurance, spousal life insurance, life insurance tips for young families. Keep your target market in mind as you spin content differently.
  6. Case Studies. Let’s take the life insurance example from #5. Rather than telling people why they need life insurance, give them an example in a case study. Tell why the client came to you, what you offered as a solution, and the outcome. Use these stories as your commercials at networking events to get people more interested in what you’re offering.
  7. Value of links. When you’re writing new content, refer to old content. Link to the old content in the new post. You’re more likely to have visitors stay on your website and keep reading.
  8. Update the statistics or infographic. Take an old piece and update the numbers or the infographic and you’ve got a new post! Be sure you’re changing at least 30% of the content to avoid duplicate content issues with Google.
  9. Best of blog posts. Don’t reinvent the wheel when it comes to creating content for your website. Create a Top Ten list a la David Letterman about content on your site. Link to the old posts to get them back in front of your audience.
  10. Pinterest for Brands. If you’re a master of images, utilize Pinterest to drive traffic back to your website. The old post about picking the best colors for your website? Get it in front of your Pinterest following!
  11. Newsletters. Stop trying to reinvent the wheel every time you need newsletter content! Use blog posts to create a theme and message for the people on your newsletter mailing list. This will let them know what you’ve been up to and will drive them to your website.

If you’re wondering which of these is most effective to re-engage your audience, use Google Analytics to track website traffic. Not only can you see which posts are getting the most views, you can review keywords and social media sites that are driving visits.

Creating content isn’t a one-time event. With a content strategy you can repurpose old content into newsletters, e-books, live streaming, social media updates, and new blog posts.

blog post

You’ve Written a Blog Post. Now What?

Written by Anne McAuley Lopez on . Posted in Content Marketing

You’ve written a blog post. Now what? It’s sitting on your blog waiting for people to find it but no one is finding it. Why? You’re going to think this sounds weird but people want to be told what to do.

No one wants to be told what to do….or do they?

When it comes to content marketing, people want to be told what to do. They want to be told where to find the information they need. They want to know who the best bloggers are and when they post new content.

How do you share your blog posts?

  • Share on multiple social media sites multiple times over multiple days. Change the message – take a sentence from the post that will catch readers’ attention, ask a question, make a statement about the blog topic – then add a link to the post.
Content for Your Blog

Newsletters Aren’t Just for the Trash (How to Use Newsletter Content for Your Blog)

Written by Anne McAuley Lopez on . Posted in Content Marketing

Email can be overwhelming and sometimes we do it to ourselves. I’ve signed up for more newsletters than I care to count. Last year I used Unroll Me to unsubscribe from thousands of emails to which I was subscribed.

It was part of a strategy to test my theory that newsletters from other people aren’t just for the trash and that you can use the content for your social media and blog posts.

Here’s how to use newsletter content for your blog

How to Use Your Blog for Business

How to Use Your Blog for Business

Written by Anne McAuley Lopez on . Posted in Blogging for Business Owners, Content Marketing

How do you use your blog for business?

If you’re like a lot of business owners, you’re not using it at all. Stop whatever you’re doing and start thinking about creating content right now.

  • 55% of websites with blogs get more visitors
  • Blogs are rated the 5th most trusted online resource.
  • 61% of consumers have made a purchase based on a blog post.

How to Use Your Blog for BusinessBlogging needs to be part of every business marketing plan because of the value it brings to your business. It’s a commitment that can pay off by establishing you as the expert, creating a voice for your brand, and getting your business found online ahead of the competition.

How to Use Your Blog for Business

Blogging is a commitment that begins when you:

  • Identify your blogging target market
  • Create a Content List or Editorial Calendar
  • Schedule time to blog (and actually do it)

Blogging and Social Media

If you’re just sharing other people’s content on social media, you’re just wasting time.

To create value for your community, you must have your own content.

How will your community get to know you and your business?

How will you establish yourself as an expert?

You won’t or it will be a longer road to meet your marketing goals.

Don’t have enough time? Outsource blogging and social media management.

Get Your Business Found Online

Google loves when we’re adding new content to our website.

With just one blog post per week, you’re adding 52 engaging and relevant pages of new content to your business website each year.

Generate keywords for your blog posts and website content using a WordPress plug-in called Yoast to get your business found online ahead of the competition.

Use for Customer Acquisition

Businesses with blogs on their websites are more likely to generate leads on their website because they are establishing a relationship with their community.

Customers are likely to view you (and not the competition) as a source of reliable news and information about your business or industry. They will buy from you before someone else.

Affordable PR

Don’t save the news for press releases!

Use your blog for business news and information related to your industry and community.

Have you added employees to the team?

Did you move to new office space?

Are you rolling out a new product or service?

Share the news on your blog and social media. It’s affordable PR and good for business.

Branding

A business blog provides an inexpensive platform to create a voice for your brand to reach your target market. Tell readers how your business can help them. Whether you’re a young entrepreneur or an established attorney, tell a story and create a voice for your business.

If you don’t have the time to blog, hire a professional blogger to create a voice for your brand. Call me, Anne McAuley Lopez, at 480-206-6452.

Let’s Talk!

480.206.6452

info@mcauleyfreelancewriting.com