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By  John Fong

From Jen: Since I’ve stepped into my corporate role as Senior Vice President of Marketing & Communications at SwissJust North America, my business partner (and husband!) John Fong has stepped out from behind the curtain, managing the consulting business we used to run together. He focuses primarily on lead generation for direct selling companies, and does an amazing job for his clients, helping them create a steady flow of new leads using Facebook Ads. John generates more leads for direct selling companies than anyone else in the industry today. In today’s post, he shares some tips on creating an effective lead generation campaign. I have personally seen him generate 1,000 leads or more per month for his clients. Here are some of the techniques he uses with amazing results.

Facebook Ads are an incredibly effective way to generate leads immediately for your direct sales company. If you’re interested in creating a Facebook Ad lead generation campaign for your company, here are some quick tips you can start using today:

  1. Create ads that have photos of real people.
  2. Use language that is clear and concise about the product and the opportunity.
  3. Include your current consultants in your target audience and tell them to engage/share the ads when they see them with their network/friends/family to help increase the reach of your ads.
  4. Make sure you use News Feed ads.
  5. Set the daily budget at a minimum of $50.00/daily to maximize your reach.

What to do next?

  • Step 1 – Read or re-read this blog post from my lovely wife Jennifer Fong to have a clear idea on how to establish your FB lead generation program – http://www.worldofdirectselling.com/online-recruiting-campaign/
  • Step 2 – You must set up Google Analytics to track how well the ads are doing and what kind of conversion your ads are generating, or you will not be able to make adjustments to increase leads.
  • Step 3 – Now create a group of new ads incorporating the tips from above and define the target audience you want to reach.
  • Step 4 – Once you find a few ads that are generating the best leads, keep creating new ads similar to them and continue to make adjustments that resonate with your target audience. Now, your goal is to create as many ads with high conversion rates as possible.
  • Step 5 – Once you have ads that are performing well, start analyzing and tracking the time of day and days that most leads are generated.
  • Step  6 –  Once you have a consistent level of leads at a certain ad spend budget, you can now consider gradually increasing the budget to maximize as many leads as possible on those best time of day and days of the week. Do not rush this process. Do not just simply increase your budget and expect that the leads will increase. It does not work like that, most of the time you will get a similar number of leads and waste the increased budget.
  • Step  7 – Only increase your budget if your leads increase. That means you have to analyze your data very carefully as you incrementally increase your ad spend. Facebook Ad lead generation is more art than science. It does not follow the concept of cause and effect. Just because you spend more money and have more people seeing your ads, it does not necessarily mean they will convert.
  • Step 8 – At this point, if you continue with this process, gradually increasing your budget as leads increase, and are willing to increase your ad spend accordingly, you can reach your goal of 1000 leads per month.

Allow anywhere from several weeks to a couple of months for your lead generation to mature. Once you’ve built momentum, continue to analyze your data and increase your ad spend strategically to maximize leads. The key is to track the data, make adjustments to maximize your ad spend to increase leads and to build momentum.

One last note, start your lead generation program now, because it will take a couple of months to establish! You want to have a lead generation program in place once the holiday selling season is over. This way, you can offset the lower sales volume that comes after the holidays with increased leads and can also reach those individuals with New Year’s resolutions to start a business, make a life change, and/or who are looking to pay off holiday debt.

Are you using Facebook ads? How many leads are you generating per month? Please share your tips in the comments!

John Fong is a lead generation specialist who creates Facebook Ad lead generation campaigns for direct selling companies. He also handles the day-to-day community management and content for the Direct Selling Education Foundation and other direct sales company clients. For more information, or to contact him about services for your direct selling company, click here.

Best Practices for Virtual Parties by Jennifer Fong from http://lucemurphyfong.comLast week I conducted an online, virtual roundtable of 8 party plan companies, inviting them to share their thoughts, experiences, and learnings about the concept of virtual parties. It was a fabulous discussion, and I think we all walked away with some ah-ha! moments that will help us as we work towards creating a duplicatable model for virtual parties.

I share some of the best practices we discussed in today’s post on my blog: http://www.jenfongspeaks.com/best-practices-for-online-virtual-parties/

Does your company do virtual parties? What have you learned? Would love to read your experiences in the comments below.

Jennifer Fong is a Managing Principal of Luce, Murphy, Fong and Associates. She helps party plan and network marketing companies throughout the direct selling industry embrace new technologies and adapt to the rapidly changing sales environment that we face today.

Recently I photographed an event for a client that totally “gets it” when it comes to social media. They had a home office employee dedicated to posting pictures immediately after I took them. At first I thought this was going to be a huge pain in my backside. But it didn’t take long for me to get caught up in the excitement. Within minutes, the sales consultants at this event were checking Facebook and tagging themselves in the photos. They would then update their status with something exciting that was happening at the meeting. There was a buzz all during the conference among the consultants but more important was the affect it was having all over the country. Hundreds and eventually thousands of friends had become fans of this company. I was so intrigued by what was happening that I asked several people how they were liking it. They shared that posting all these pictures during the conference opened up many conversations about the product and career opportunity that probably would have never happened.

Mark Taulbee is a professional event photographer and commercial product photographer with over 25 years experience in the direct selling industry. Learn more about Mark and how he can help your company with photography at http://www.luceandassociates.com/Mark-Taulbee.html. To view some of his work visit http://www.proshotsevent.com and http://www.taulbeephoto.com.

So far we’ve covered four basic steps to improve customer service.  This week I’d like to share another tip–one of the most effective, and easiest, ways to reinforce what’s cool, controversial or just plain current. 

It’s simply this: create a section of the newsletter or weekly/monthly communication entitled “Did You Know.”  The title itself arouses the curiosity of the reader.  They’ll read to find out what they do or don’t (or should) know.

This section can be as simple as:

  • Outlining the most recent promotion
  • Providing the most frequent questions with the correct answers
  • Offering step by step instructions to clarify a process
  • Reinforcing the information to include in emails (id#, name)
  • Re-emphasizing the correct process to return product

It’s important to keep the section short and simple.  Make it quick to read, simple to understand and easy to retain.

Where does the content come from for this “Did You Know” section? Your Customer Service Reps! They’re the best source because they have to answer the questions.  So ask your Customer Service Reps :

  • What are the most frequently asked questions you received this week?
  • What was the most difficult situation you had to handle this week?

Then be sure to keep the responses to these questions.  They may be useful to include in other communications.

This simple inclusion will provide immediate results with the Salesforce and the Customer Service Reps. Who knew!?

 
 

Chris Clark

Chris Clark worked her magic with our warehouse as well as our Consultant Care team. Chris had a hands-on approach and used her extensive experience to guide us towards what worked best for our particular business. Chris had great follow up, always checking back to be sure we were comfortable with any changes and to answer questions. I felt I had a true partner in the changes we made and that Chris was as excited about our success as we were. I would recommend her to anyone in the Direct Selling field! – Pat Difani, Private Quarters, Director of Sales Operations

http://luceandassociates.com

Most direct sales companies are creating Facebook Pages these days.  There are a lot of good reasons to:

  • Increased brand exposure
  • More direct communication with consultants
  • The ability to connect directly with the consumer

And so much more!

But have you ever noticed that some direct sales company pages are SUPER active, with lots of comments and fan engagement, while others are just a steady stream of company posts, with no response whatsoever?  What’s the difference?  Why are some people “Like-ing” and engaging, while others “Like” and then never come back?

There are two things going on here, and the solution is the same for both.

Issue #1: Your posts aren’t engaging people, so they’re not showing up in people’s news feeds.
The default setting for people on Facebook is “Top News.”  This means that the only posts that show up when people log in to Facebook are the ones that other people have commented on or interacted with in some way, or are from a Page that they have recently interacted with.  Since 99.5% of all the interaction that happens with a Facebook Page occurs from the News Feed, if you’re not showing up there you have a problem.

Issue #2: Your posts are all about you.
You already know that people only care about your brand insofar as it solves a problem or meets a need that they have.  So if all you talk about is your latest special or your next opportunity call, it’s a disconnect.  Even though on the surface you might think that the posts about your products and opportunity are why you have the Facebook Page, it’s not true. If you don’t engage people first, they’ll ignore you. 9 out of every 10 posts on your Page should be specifically designed to provide VALUE and promote ENGAGEMENT.

The Solution
So if you’ve suddenly realized that your company Facebook Page is not even showing up for most of your Fans, what should you do?  Here are some suggestions:

  1. Begin by creating a list of “Engagement” posts. These are posts that provide tips, ideas, ask questions, or in some other way provide value to your list of “Like-ers.”  You might consider “crowd-sourcing” ideas for your next product (e.g. Would you like a pumpkin or a cranberry-colored one?), run contests where people can win products (just make sure you stay within Facebook’s rules for that, by using a company like WildFire), or share posts that relate to common aggravations or experiences (e.g. Hit “Like” if you’ve ever lit a candle to offset the smell of your kids’ stinky sneakers!  Tell us which scent you used!)
  2. Put all of your posts into a monthly editorial calendar. How do they balance?  Sometimes we need to fifty-foot view to see that we’re way too heavy on the promotional end, and way too light on the value and engagement end.
  3. Engage back. Do you respond to every single comment and post on your Page?  Do you even know if people HAVE commented?  You should!  In this social arena, one of your biggest tools is, well, social.  So respond to every single comment, even if it’s just a “thanks for sharing your ideas” or clicking the “Like” link on a comment.  It helps people to stay engaged when it’s a 2-way conversation.
  4. Show your consultants how to participate. Your ace in the hole, so to speak, is your field of independent consultants.  If you take a look at The Pampered Chef Facebook Page (disclosure: client), and click “The Pampered Chef + Others” at the top, you’ll see a vibrant and engaged community of consultants sharing tips and ideas.  This activity makes Facebook think that the Page is relevant to a lot of people, which means it’s more likely to appear in the Top News feed.  Make sure your consultants know how to use your corporate Facebook Page.  Invite them to share tips they would share at their parties, answer questions, and express their enthusiasm on the posts you put out there.  This will help people checking out your company to see what a great and engaged community that you have, while also helping you engage more of your current fans.

The more that people engage with your posts, the more likely it will be that your posts will show up in the Top News home page of your Fans.  And if you’d like more Engagement ideas, check out this post I wrote over on my Direct Sales and Social Media blog: Building Your Facebook Page Engagement Strategy

How do you engage the people who “Like” your Facebook Page?  Would love to read your thoughts in the comments below!

Jennifer Fong

Jennifer Fong helps direct sales companies leverage the power of social media marketing to increase sales and recruiting, and manage online brand perception.  She provides strategic social media consulting to companies, as well as conference speaking and training. To learn more about how Jennifer can help your company, visit http://luceandassociates.com/Jennifer-Fong.html.  You can also check out her direct sales and social media blog at http://www.jenfongspeaks.com, and her Facebook Page at http://facebook.com/jenfongspeaks.