Social Media Marketing for Small Business – Essential Today


In 2018 and beyond, if it isn’t already for you, social media marketing is going to be absolutely essential for every kind of business type you can think of. In this post, I’m going to talk about why. So check it out.

At CloudBooks, we work with thousands of businesses across all kinds of industries and social media marketing we’re seeing is becoming more and more important every single day. In fact, in our opinion, in 2018 and beyond, it’s going to be absolutely vital for every single business to have a strong social presence if they want to be competitive today. So some verticals like e-commerce, you know, social media picked up a while back. It’s been effective, it’s still effective. And it’s going to be more effective. But for other verticals, like let’s say, plumbers, it hadn’t been as effective until now. And we can see now into the future that even for a plumber, social media marketing is going to be absolutely essential.

Let’s talk about some examples of that and some different reasoning why we have this thought process and really break this down. So number one, I kind of talked about how the plumbers are seeing more effectiveness now. Why do I think that? I think that because I’m seeing that. We have customers that are plumbers. In fact, we have one customer that’s been with us for two years, spent a lot of money on Google ads when he first started with us, had great, great results. But the market is shifting, right?

Those results are starting to fall down a little bit now. And so he’s looking for ways to increase the results back up. And he’s really invested in social media marketing. And so you would think an Instagram account for a plumber, does that even make sense? Well, it actually does, and that’s what we’re seeing. Because as he’s posting content on social media, on Instagram, coupons, different information about his businesses, it’s building brand awareness. Here’s the thing, guys, Millennials, and Generation Zs, Generation Alphas, which are the real little kids, they’re not using Google. These people are using Instagram, and Facebook, and Snapchat, and all these other tools like YouTube all day. What this younger audience is going to do, if they’re already on Instagram, they’re not going to go out of Instagram to search on Google. Why would they do that? They’re going to stay on Instagram.

They’re going to search #city plumber, Fort Collins plumber, Denver plumber, whatever it might be. And they’re going to see who’s there. If you’re not there, you don’t exist. Even if you’re ranking at the top of the page on Google, they’re not looking there. So if you want to be successful in the future, you have to be where your consumers are. And the younger audience is all on social media. So it’s vital to build a presence on social media, to be posting content to social media and to be there. That when they look, they find you, and you’re going to get the business. So this plumber is ahead of the curve and they’re seeing great results and you should be too.

The second point I’d like to make is that marketing has come full circle. Before search what did people do? They basically asked for referrals. “Hey, where do you go for a plumber? Hey, who do you get your hair cut with? Hey, what accountant do you use?” We used to ask our friends, ask our family, and they would give us this feedback, right? Because before the internet, that was the easiest way to get those results. But then when Google came out and search became so easy, the referral system kind of went away, right? So we would just go search on Google. That’s why it was so valuable to market there. Well, we’ve come full circle. Now we’re back to the referral business where people are again saying to their friends and family and followers, “Hey, who do you guys use for this? Who do you guys use for that?” And if you don’t have a social presence, you’re not in the mix now, right? Because this communication is occurring like it did in the old days. But now it’s through social media.

They’re direct messaging with each other. They’re sharing this content on social media. And so if you have a social presence that people are seeing you, you’re going to be top of mind. So when somebody asks for a plumber and they’ve seen you around, maybe they didn’t even use you, they’re going to think of you. They’re going to share that post that they saw recently. They’re going to think of your name and direct message you and say, “Hey, check these guys out.” So it’s very important to start building this social presence now because this is where the market is shifting. And if you’re not there, you’re not going to get this referral business anymore.

The third point I’d like to make is about social proof. Social proof is more and more important today. Even if somebody did find you on Google, more and more, they’re doing a spot check on your reputation and your social presence before they call you or fill out a form. What they’re going to do is they’re going to go check on social, check on Facebook, check on Instagram. If you don’t have any followers, if you don’t have a presence there, you’re considered uncool. And so if you want to be cool and be a hip business in a younger generation and a younger demographics mind. You’re going to have to have social proof, which means you have a good amount of followers. You are posting content frequently, you’re engaging with your community, you’re active, you’re a new business, you’re modern, you’re cutting edge. So why wouldn’t I go with you? This is a thought process that people go through during the buying cycle. So make sure you have that in place. Or you’re going to be missing out on sales.

Here’s the deal. What do you look like on social? Do you have more followers than your competitor, or do they have more than you? Right? Are you posting content frequently? Do you have great designs? Does your content add value to your followers? Are they learning from you? Are you cutting edge? Are you doing videos? Video is key today. What things are you doing to build your brand presence on social media? Because this is where the consumers live now, right? The main TV channels at night used to be ESPN, and ABC, and NBC. People would sit down on their couch and they’d watch those TV channels.

That still exists, except for they’re on their couch. They’re looking at Instagram, they’re looking at YouTube, they’re looking at Facebook. And if you’re not there, you’re not a part of the conversation in their mind when they’re thinking about who to do business with.

Why CRM is Important In Marketing – 4 Reasons


In this post, we’re going to talk about four reasons why CRM is important in marketing. CRM is hugely important to any business for so many reasons, but it’s especially important when you’re talking about marketing and sales. So let’s talk about four reasons why.

1: CRM helps with sales.

Without good sales, marketing is never effective. So you need a good sales process, you need good sales funnels, and the CRM allows you to do that in a scalable way, capture the information you need, follow the process that you need, that you’ve proven to work through past years to drive the highest closing ratio. You want to make sure all your salespeople are following those processes and a CRM allows you to do that.

2: CRM is important because it allows you to track the lifetime value of your customer.

If you see that customers are coming from X, Y, Z marketing sources, with a CRM, you can track the lifetime value of that customer, how much revenue they’ve driven your business over time, and you can see the true value of your marketing. So in other words, leads that are coming from Facebook may drive this value, whereas leads coming from Google may drive that value. That knowledge will help you optimize your marketing to invest more in what’s working and less on what’s not.

3: CRM allows you to build in marketing automation via email and text message marketing.

With CRM, you can set up automated drip campaigns via email to customers versus leads, different types of content. You can also set up the same thing with text messages. By allowing this sort of email automation, you’re streamlining your business, you’re doing more with less, which is driving more sales.

4: CRM opens up new areas of improvement and opportunity for your business.

You’ll get more sales ideas, you’ll get more product ideas. You’ll be able to optimize your marketing based on that data. Data is important and a way of capturing that data in a streamlined way and using that data to improve your business moving forward is all possible with the CRM if you use it correctly. That’s invaluable to you longterm.

Hopefully, these four reasons help give you better insights into why CRM is so important to your business from a marketing perspective. There are so many more reasons beyond this, but hopefully, these high-level reasons help you see that.

How To Increase Facebook Reach – 4 Tips


In this blog post, we’re going to talk about how to increase your Facebook reach and four tips to help your Facebook posts get seen by more people. So understanding Facebook reach is important because if you’re doing a lot of posting on Facebook but you don’t have a very strong reach, nobody’s seeing your content. And so obviously if you’re putting in the effort to make a post, you want people to see it. So let’s talk about four ways that you can do that.

1: Increase your user engagement with your posts.

One metric Facebook looks at when they determine where to show your post in different people’s feeds is engagement. So it’s important to have reactions to your posts, likes, comments, shares, all of these things are indicators of engagement and are going to help your posts be seen by more people. So here’s a couple tips in order to increase engagement. Maybe ask your employees to engage, follow your content, like content, comment. Ask your customers to, friends and family as well. And then also consider doing Facebook boosting by doing a little paid ads, paid boosting behind your posts. It’s going to get that post out in front of more people as well, hopefully, get you some more of those reactions and engagements that you need to have Facebook really look at your posts as something they feel like they should show to other people in their feeds.

2: Getting your posts seen by more people

With regards to Facebook reach, kind of piggybacking off the engagement piece, one thing Facebook looks at is if the users engaged with your posts in the past. So basically what Facebook is doing is they’re saying, “Hey, you engaged with this type of content in the past, so we’re just assuming that you’ll like this kind of content in the future, so we’re going to show you this post.” So by increasing your engagement and kind of getting that on a consistent basis with your followers, when you do new posts in the future, Facebook is going to go ahead and connect the dots and show that post to those previous users and thus increasing your reach. So some key tips here would be to be consistent with your content, to stay on topic so that your posts have some consistency and your followers have some consistency and so if they like the type of content that you’re posting, just basically keep doing it because Facebook will continually show that post to those people.

3: Increases the recency of your posts.

So one tip here would be to increase your consistency and frequency of your posts because the more recent your posts are, the more Facebook is going to be likely to show it to people. Basically, Facebook’s assuming the older your posts get, the less relevant it is. So if you’re not posting very frequently in other words, if you’re just posting once a week, you’re getting buried in the feed. So you really want to post at least once a day, if not more. Ideally, when people wake up, when they eat lunch and when they go to bed, those are typically the best times that you’re going to be at the top of people’s feeds and therefore they’re going to be able to see your posts and increase your reach.

4: Improve negativity.

If Facebook sees that people are hiding your post, marking it as spam, submitting complaints about it, obviously they’re going to show less of your posts in the future and knock down your reach. So the tip here is to make sure that you stay on topic. Don’t get outside of the scope of your topic. Make sure you stay on topic because that’s why people follow you in the first place. Don’t be spammy. Don’t be salesy. Really at the end of the day, add value. If you’re adding value with your content, your followers will not do those things, those negative reactions and therefore not penalize you when it comes to Facebook reach.

A bonus tip is Facebook Live Video. Facebook Live Video gets extra treatment from Facebook. It shows it to more people. When you’re alive, it’s kind of broadcasted to everybody and so if you have Facebook Live Video opportunities, definitely take advantage of them. That being said, don’t do a live video just for the sake of doing live video. It just always comes back to add value. If you’re adding value, you’re going to get the engagement, the likes, the followers that you need and your reach is going to continually grow over time.

Thanks for reading. Hopefully, this post on Facebook reaches helps you understand how Facebook determines who to show your post to and when they do it. Hopefully, these insights help you better understand the system and how you can maybe make some tweaks with your marketing content strategy to increase your Facebook reach.