I asked a group of coaches the number one thing they struggled with on Facebook–can you guess the most common answer? Promoting themselves and their services.
Because it feels ‘icky’ or you’ve seen people do it badly and it turned you off. Or you just have no idea how to do it gracefully.
But here’s the thing: we are in business. We have to make the ask every once and awhile. People need to know how they can work with us. And, I’m sure you’ve heard this one before–but it bears repeating–if your services help people (and I know they do!!), then you are actually doing your people a disservice by not proactively offering them up.
There are absolutely ways to promote yourself without without feeling icky and like you are an annoying “if you buy in the next 5 minutes…” infomercial.
#1: NO MORE THAN 20-25% OF YOUR CONTENT SHOULD BE PROMOTIONAL
We talked about this in my Facebook Page checklist post last month (and you can grab the full 4 pillars training in my bio below) but a well-rounded Facebook presence includes content from all 4 pillars: Attraction, Education, Engagement and Advertising. People are not on social media to be sold to and the first 3 pillars are what Gary Vaynerchuk classifies as ‘Jabs’ in his brilliant social media handbook Jab Jab Jab Right Hook:
“Without a proper combination of jabs to guide you customer–I mean, your opponent–right where you want him, your right hook could be perfect and your opponent could still dodge it as easily as a piece of dandelion fluff. Precede that perfectly executed right hook with a combination of targeted, strategic jabs, however and you will rarely miss.”
Provide inspiration & entertainment, curate the best resources from across your industry and really TALK to your audience and you’ll be building a loyal audience who is ready for your ‘Right Hooks’ (promotional posts).
#2: MAKE YOUR ADVERTISING CONTENT INTERESTING
Seriously. I know I’ve called it ‘Advertising’ content but it shouldn’t feel like an Ad, even though it does need to make a clear ask.
I believe it’s important to put as much (or better yet MORE) thought into your Advertising content as you would for any of the other pillars. Make it interesting, useful, entertaining, of the highest quality and with a clear call to action. You are asking for something but it shouldn’t feel annoying or like it’s interrupting your fans Facebook experience.
And guess what? This usually means great ‘Advertising’ posts have an element of one (or more!) of the other 3 non-promotional pillars. Here are 4 fantastic examples of this:
Attraction + Advertising
Not only is this a great way to ask for newsletter sign-ups, these Truthbombs work double duty for Danielle LaPorte because they get shared so much they are also great Attraction content.
Engagement + Advertising
Smart Passive Income with Pat Flynn
This is an absolutely brilliant piece of Advertising content from Pat Flynn asking his fans to vote for his podcast. And he did this for two weeks–every single day voting was open. Not at all annoying + very cute peeps into his day-to-day life. (I’m willing to bet this tactic netted him A LOT of votes–certainly more than just “another reminder to vote for the SPI podcast”.)
Do any of these examples make you feel icky or like you are being “sold” to? I’m going to go out a limb (not really) and say NOPE! Not even a little bit.
(PS: I know we were specially talking about Facebook here, but these concepts apply to ANY social network.)
Choose one thing you’d like to promote or advertise this week. Think about it through the lens of either Attraction, Education or Engagement content and draft a post to share on your Facebook Page.
Jackie Johnstone is a social media consultant for passionate entrepreneurs with an important message to share. She’s on a mission to help you banish tech headaches, reach more people, make real connections and change more lives.
Get your social media brimming with brilliant posts your audience will love! Grab Jackie’s free training here and get everything you need to start using the 4 Pillars of Great Social Media Content in your business.