I’ve been an entrepreneur for over 10 years and in my time I’ve tried several different types of marketing. Some were a flat-out waste of my time(I’m looking at you, door-knocking), some worked well temporarily (workshops), and some probably would have worked if I had the skills necessary to make it believable (TV commercials).
Then, during a global pandemic when practically every marketing campaign I was attempting was falling apart, came Dennis Yu.
My First Selfie Stick
I was introduced to Dennis Yu on a Facebook Live, thanks to the efforts and connections of Shawn Dill and Lacey Book, the owners of The Specific Chiropractic Centers franchise.
Shawn and Lacey arranged for Dennis to do a Facebook Live on Black Diamond Club’s page because they had a hunch that Dennis’s 1-minute video strategy was going to save our business.
They were right.
Thinking back on that FB Live, it’s like remembering that scene in The Matrix when Morpheus was sitting down with Neo and explaining what the matrix really was and how to get out of it.
For the first time in my life, I began to understand how social media could be more than just a place to show off your latest sneakers or dessert.
It could be a place to build a real connection with your community. After Dennis’s presentation, I went and bought my first selfie stick and got to work making short, 1-minute videos.
But how can a community get to know, like, or trust a business owner when everyone is stuck at home?
By watching short videos on social media, of course! The videos aren’t short sales pitches, they’re just short videos about you, or something you’re into. They’re fun and easy to make because I can be me- doing stuff I do already anyway.
Over time people get to know who I am as a person and eventually they get to know what I do professionally. And when the time is right, guess who they call?
For Years To Come
Two things I love most about the 1-minute video strategy is the lifespan of the content and little moments of life it helps you notice.
Not every video is a huge hit, but a few of them will be and those videos can be played over and over for years to come (and I only had to make it once!).
Dennis explained that just like a retired musician can still collect royalties on some of their “hit” songs, 1-minute videos that perform well can be used for years and years to come.
Once you’re in the frame of mind for making these videos, you’ll start to notice little parts of your life or your daily routine that are worth capturing on video.
For me, it’s been capturing some moments of me playing and spending time with my kids. I imagine I’ll be looking at those videos (that I never would have done if it weren’t for Dennis’ idea) for years to come too.
Even if their bot accidentally did it and it’s not your fault. Usually trying to reach them is an exercise in futility.
You need to be able to protect yourself– to diversify. See this screenshot for how it’s like:
Snapchat reached out, offering our BlitzMetrics community $150 in free ads, and they are supporting a course on Snapchat ads we made.
Thanks to Eric Niewinski for working so hard on this project with the Snapchat team– we are a proud Snapchat partner. You can easily re-purpose your Facebook ads into Snapchat, much like how you can copy your Google ads into Bing and Yahoo.
Go sign up here right now and we’ll give you our course for free and you get $150 in Snapchat ads, too!
If you are a local service business or sell through relationships, but don’t have a Facebook public figure page, you’re missing a CRITICAL component.
Why a Public Figure Facebook Page?
Your personal brand is your most valuable asset. If people begin to see you as an authority in your field, you won’t have to reach out to get customers; they’ll come to you.
One of the best tools for growing your personal brand is a Facebook public figure page. In addition to looking more official, a public figure page offers these advantages over a personal profile:
Earn page likes to provide proof of authority.
Get detailed insights on how your page is performing.
Run ads to promote your content.
Remember, personal branding comes from expertise in your field. If you don’t have something to teach, you won’t get engagement.
To effectively use a public figure page for personal branding, you need to specialize in something. It’s fine if you don’t know everything about your chosen topic now; just make sure you’re willing to learn and that your specialty relates to your overall goal.
If you’re wondering what to sell on your public figure page, the answer is, well, nothing. You don’t need to have a product ready; you just need to have content to deliver and a personal brand to grow. Build your brand now so when you do have a product to sell, people will trust you enough to buy.
Do I Need a Facebook Public Figure Page if I Already Have a Business Page or Personal Profile?
A business page promotes what you sell, while a public figure page shows who you are. Most people in business should have both types of pages; exceptions may be realtors, freelancers, or artists who use their individual name as a professional title and already have a business page associated with that name. For example:
Use a public figure page (which differs from your personal profile) to share professional stories that help people get to know you as a businessperson, not as a friend. For example, you might share 1-minute “why” videos (discussed later in the article) about events that have shaped you, what you believe in, etc.
How Do I Use a Public Figure Page in Concert With My Business Page?
From your public figure page, boost 1-minute videos that align with the mission of your business and help people understand your why. Viewers who buy into your mission or why are likely to consume more personal stories, customer interviews, articles, and blog posts that demonstrate your expertise.
Provided you have your custom audiences set up correctly, you can then remarket to those viewers via ads from your business page that promote your products and services.
Now let’s look at how to set up and use a public figure page to build your brand.
Next, select Public Figure from the Category drop-down menu, type in your name, and click Get Started.
Your new public figure page then appears.
In the upper-left corner of the page, click Add a Picture to upload a professional-looking headshot. You want to choose a high-quality image to represent who you are online, so consider hiring a professional photographer to take your photo. You can use this photo as your profile picture across all of your platforms.
If people say something positive about you online, ask if you can quote them. Use these endorsements as testimonials on your website and landing pages.
Interview Thought Leaders
Ask thought leaders and influencers in your industry for quotes that you can use in your content to build authority. If you’re a frequent commenter and good community member, influencers will usually say yes to a quote.
#5: Amplify Your Reach With Paid Ads
Now that you have content that’s working, show it off! You can use a variety of methods to boost your posts and help you reach your goals (attract an audience, increase engagement, or drive conversions).
When you have a post that’s getting tons of likes, engagement, etc., boost that post for a dollar a day. This lets you see what content can scale without breaking the bank.
In the Ads Manager, click Create Campaign and choose the objective for your campaign.
Follow the prompts to choose an audience, placement, budget, and schedule.
When you get to the ad itself, choose Use Existing Post and select the post you want to boost.
Remarket to Custom Audiences
Use custom audiences to retarget people who have visited your website or engaged with your post. Because this is a warm audience, it won’t take much to get people to take action. Keep in mind you’ll need to have the pixel installed on your website.
To create a custom audience, go the Audiences section of the Ads Manager. Then choose Custom Audience from the Create Audience drop-down list.
Next, choose how you want to create your custom audience. If you want to create a custom audience based on website activity, for example, choose Website Traffic.
Then fill in the details for your custom audience and click Create Audience.
Cross-Post Videos to Multiple Pages to Extend Your Reach
Cross-posting allows you to post or repost your videos to multiple Facebook pages without re-uploading. This allows you to retain all of your video views, likes, and comments when reposting.
To enable this feature, go to your page, click Settings, and select Crossposting in the left column. Then enter the URL of the page for which you want to establish a cross-posting relationship.
The other page will also need to follow these same steps to allow the cross-posting relationship.
After you establish the cross-posting relationship, you can allow the other page to cross-post your videos. When you upload a video to a new post, click the Crossposting tab and select the options to allow the other page to cross-post the video.
You can also go to your video library in Publishing Tools to choose which videos to allow cross-posting.
You’ll be able to see insights for all of the posts in which your video has been used. Other pages that cross-post your video can see insights only for the video post on their page.
A public figure page is a great way to grow your personal brand and offers many benefits over a personal profile, including the ability to run ads and collect leads. Remember, with a personal branding page, you don’t need to have a product to sell but you do need to publish good content.
What do you think? Do you have a public figure Facebook page? How do you promote your personal brand on Facebook? Share your thoughts in the comments below.