Tracy Petrucci: Marketing Ideas Into Action: May 2016

Sunday, May 29, 2016

What's LIKE Got to Do With It: Do your Facebook LIKES really matter?


This has been brewing for a while. I've talked about it for years in the classes I teach, but I'm finally taking it to the blog.

How important is it to have a bunch of followers on Facebook? Or Instagram? Or Twitter?

It depends on many factors. Let's go through just a few of them together.

1. Does it bother you that you don't?
If it drives you crazy that you don't have a bunch of likes, well that's a personal choice and you are free to bump that number up! I am a Facebook ads expert. I help companies large and small build their business through the use of Facebook ads. I have used them since 2008 because I love them, not because I had to figure them out to "survive". I am using them to serve others, not myself. (More on this in point #4)

So if you checked out my page, you'd see I still have not even hit 1,000 likes. Does this bother me? A little bit. But at the end of the day, it's an ego thing and if I'm being honest, I don't get my clients from Facebook. I have not found the need to spend resources on ads when I do not need to.

Now, if I were about to start promoting something like my upcoming ads course (not yet ready for launch), I would need them to grow my business. This leads me to my next point.

2. Do you need to scale your business?
Once I want to create a lot of lead gen, or scale up and find more customers to take my course, or view a webinar, or sell some new product, it would make sense to spend money on Facebook ads for myself and my page followers. Any time you need to grow your business, advertising can make sense. The likes are not shallow in this case, as getting folks to "opt in" to your Facebook page through a LIKE ad is money well spent. They already are saying yes to you in one capacity or another, and now can get to know you, warm up to you, learn about your products or services, and eventually convert faster and cheaper than strangers.

Key Takeaway: If you need to GROW your business, your followers should be growing too.

3. Credibility: Do you need to impress someone?
There have only been a few instances where I have wanted to get a bunch of likes on a page quickly. Most of the time it's when someone with a product wants to create buzz and also catch the eye of a big box retailer they want to sell to.

We can ALL agree that having lots of likes helps with credibility. This ties in with #1 though, as to if you really NEED them or not. I have heard of other experts saying you should get a bunch as cheap as you can for credibility. I too, am a fan of the "first round of likes" to get a page up and running. However I disagree that you should target incorrectly to get them dirt cheap. You can still get 1,000 likes of highly targeted potential customers, and feel good that your money was well spent. You can also create an accurate "lookalike audience" with them now, and you can feel ethically sound that you promoted your page correctly.

I've taken over ad accounts where I've gone in and investigated, and the likes all came from a completely wrong audience in some random country just because they were cheap. I don't do business that way.

Putting good content on a page will no doubtingly grow your followers over time, so if you're on a budget, and don't need the likes to impress anyone, it's OK to go slow, lay the foundation, and grow more organically.

4. If you haven't done it for yourself, how can you be trusted to do it for others?
This is one of my BIGGEST pet peeves I hear as a marketer. One of the things that I've been noticing over the years, is how some of the largest leaders in Facebook ads are people who have this great romantic story to tell about how they came to be in this industry. It almost ALWAYS starts with, "I had to figure out a way to save my family..." or some iteration of that. Ok, so you became an expert because you had to. I think it's great! And the story is always heart warming and brings a tear to my eye. I'm not being sarcastic. The stories are good stuff.

I have no great story related to my success at Facebook ads. I became well versed in them because I actually LOVE them. I've been tinkering with them since 2008 across many industries, and they are literally my favorite part of my business. But because I don't have thousands of likes on Facebook I must not know what I'm doing? You guys, this is only a numbers game if you play it that way. I refuse to succumb to this shallow argument and spend unnecessary resources to make myself look cooler, especially when I don't need any new business.

If you have a service, and you rock at it, TRUST ME you can prove it in many other ways than by how many followers you have.

That's a wrap
I'd like to close by saying, there are a thousand ways to go about social media. No one way is the only way. I am very careful when I teach, to let everyone know that at the end of the day, you do what's right for you! Even if that means wanting a bunch of likes to feel better. That's OK, at least you're being true to yourself. But don't feel like you have to do it because someone told you to. Can we just stop the insanity already?

Monday, May 2, 2016

PhotoSpark Podcast Special Feature

This week I was invited to partake in a podcast with PhotoSpark. I've included their blog post on my segment below and if you'd like to listen to the interview, you can follow the link to their webpage here . . . Thank you so much for having me on your show, Julie, Kate and Ashley!
Episode 17 : Social Media Marketing | Tracy Petrucci
This week we are joined in studio by Tracy Petrucci, an expert in social media marketing! Tracy owns a small business marketing agency here in San Diego, so she is the perfect person to chat with about marketing your photography business online!
Brief Social Media Rundown 
  • Instagram– As photographers, we should take advantage of the fact that our job automatically gives us really pretty images we can post to social media… specifically Instagram! Most business owners aren’t so lucky! So we should definitely be posting consistently on Instagram.
  • Facebook– Facebook ads are SUPER valuable! You have a TON of control over your money when using Facebook ads, which make them a pretty affordable means of social media marketing. You can set a budget of $20 or so, try out a target market, and see how the ad is working! If after a few days you aren’t happy with the results, you can pause & change your ad to your liking until it works for you!
  • Pinterest– Pinterest tends to be a bit better for businesses who are actually selling something online…for local photography businesses it can help gain followers but it’s pretty tough to actually turn Pinterest posts into clients. However, it’s a great idea to share Pinterest boards with your followers on other forms of social media to remind them to book a shoot with you!
  • Newsletters– Email newsletters are super important to remind your clients that you exist! Consider including special offers or calls to action so readers will want to click on the links within your newsletter. Also, be sure to add a catchy subject line that will make people curious about what’s inside your newsletter so they open it!!
  • Twitter– Twitter is a GREAT way to supplement SEO. You might not see a huge return on investment from Twitter but it boosts your Google ranking quite a bit. Twitter’s search function is also great because you can search for your PERFECT client and interact directly with them, which can lead to clients & sales!