Roadmap to Success

A simple, step-by-step approach to using Facebook to grow your business. With the accountability to keep you on track. Sign up below to learn more about how you can stop just learning, and start doing. 
Welcome
How Much Time Will it Take?
Phase Release Schedule
How the Course is Structured
90% to Success
When You're Feeling Overwhelmed
How this will help with the 2019 Facebook Changes
>> Crucial Step! Different Types of Activities
Module 0 - Welcome & Introduction
Phase 1 - Audience Auditor
Let’s get this show on the road (pun intended) and talk about the lifeblood of your business – your customers! In this week’s module you’ll learn how knowing your customer will save you hours of wasted indecision time in the future. 

This phase can get overwhelming quickly, and there is a potential rabbit hole when figuring out your customer, but always remember that the goal for the roadmap is to keep things simple. It’s very easy to come up with ideas that overcomplicate this exercise but for the purposes of this lesson, all you need is a general understanding of who wants to buy your products.

Done is better than perfect.

You can spend months figuring out your exactly correct audience, but while you’re doing that, your customers are looking for your help and aren’t finding it, because you haven’t built your business, so they’re moving on. The goal for the lessons in this course is to get it close enough – more than halfway. You can always come back later and redo or improve upon it when your business is up and running. But, what you’re more likely to find though is that more than halfway was more than good enough. This is because

Perfection is the enemy of progress. 

When you go through the exercise for this phase or any others, if you feel like you’re getting caught up or need a break, take one. Go outside, run around with your kids, do some yoga, walk the dog, take a nap, do some housework – do anything other than this exercise. Then, once you've had time to reset your brain, come back to the exercise and see what pops out. 

Audio Narrative - Your Customer


This audio covers Terminology, and learning about your customers. 
Terminology for your Customers
>> Lets talk about where you fit into your customers life!
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Well isn't that Special?
>> Building Your Unicorn Factor
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The FOUR ways your customers find you
Getting the Information Straight from your Customer's Mouth
>> Asking the questions - or the great, powerful, and terrifying, market research survey
>>Where to post your Survey for Responses
Phase 1 - Audience Auditor: Quiz
Phase 1 - Bonus - UVP Examples
Phase 1 - Bonus - Market Research Mistakes to Avoid
Phase 1 - Bonus - Tips for a Successful Market Survey
Phase 2 - Map Maker


In an online world, you need an online space for your customers to find you. Websites are awesome, but tough because it’s hard to get noticed in the sea of choices out there. To combat that saturation, you can use social media to attract your customer’s attention and funnel them to your website. This is why I start with building your Facebook business page – because with over 2 billion users, it can’t be beat in the numbers game. 

There are two components to a business page. Structure and Content. The structure is a straightforward process that can be built in a couple of hours using resources in the bonus materials for this training. The content however, takes time, effort, and expertise, and that's where most of us get stuck - "What should I say?"
Noted networking expert, Bob Burg said in his book, Endless Referrals, “All things being equal, people do business with, and refer business to people they know, like and trust.” Before you can hope to convince page viewers to buy from you, they must know, like, and trust you. 

When potential customers first arrive at your business page, 98%+ won’t buy from you, and most of them aren't even interested in buying from you, any more than you would the first time you visit a brand new product website. Which raises a question: if they don't want to buy, then why are they there?

Most of us visit a new product page because we're curious. So are they. They want to know what you're all about. They’ll stay for 10 seconds at most to check you out before you lose them. This means that you have 10 seconds to capture their attention and keep them scrolling. Think about how that changes your perspective. 

Your page isn’t designed to convince them to shop – it’s designed to keep them from leaving. 

In this week we’ll dive into the 10-Second Influencers that impact those critical moments and you’ll write the content that will become your about section for your Facebook Business Page and  your website, and your elevator pitch

A word of warning

This section is where we start to write a lot more, so if you feel overwhelmed or like you’re falling behind, don’t worry about finishing everything all the way. I always struggle when I work on content like this, so I developed a strategy that I use to this day. My BRA strategy (Yes, I really do) and I used it to write this document and all the others in this series. 

  1. Brain Dump. Sit down and write everything you can think of. Don’t worry if you think it sounds stupid, or no one will want to read it, or if it has grammatical errors. No one will ever see this but you. 
  2. Rest your Mind. Give yourself a break from writing and do a dopamine exercise. 
  3. Assessment: Then go back in and start to whittle it down. It takes me 2-3 editing sessions before I feel like I’m in a space where I would be willing to show it if someone asked. But I wouldn’t consider it perfect. 

As you're going through the exercises in this phase don't forget that done is better than perfect . Get as much as you can done, and post the content or submit it to the group for peer review. The group is here to help you through the roadblocks you encounter, so feel free to take advantage of it. I found that my best work comes when I share it with others to be critiqued, since often I am too close to my writing to look at it without a bias. 

Audio Content

Please don't go - Your 10-Second Influencers and why they matter
Telling Your Customer about You by Talking about Solving Their Problems
Your Customer's Brain Algorithm
>> Time to put pen to paper in your Autobiography: The Marketing Version
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>> Writing Your Elevator Pitch
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Phase 2 - Map Maker: Quiz
Phase 2 - Bonus - About Us - Example 1: Direct to Success
Phase 2 - Bonus - About Us - Example 2: Clothing
Phase 2 - Bonus - Feeling Less Weird Saying Your Elevator Pitch
Phase 3 - Storyteller
If you’re going to get your products in front of your prospective customers using Facebook, then you need to give the platform what it wants. Facebook sustains on advertising money, and it needs users to remain relevant to marketers. So they need to keep people coming back to the platform frequently and staying longer. 

That’s why the algorithm is currently written specifically to show users content that:
  1. Is like other content that they’ve posted or interacted with in the past; 
  2. Or created by people they have an algorithmically demonstrated relationship with. An algorithmically demonstrated relationship is one where they’ve interacted with each other or with each other’s content in the recent past. Recency length undetermined, but my research shows a few days to a couple of weeks).

How Engagement Happens in the Algorithm

In the back end, the algorithm keeps track of our interests, likes, dislikes, and relationships in what I like to call our shadow profile because it used to be hidden. Now with Facebook's new transparency initiative, you can find some of this profile in your preferences, but not all of it.

When you post on your business page this is the lifecycle of that post:
  1. Facebook tests that content by showing it to a handful of BP followers. 
  2. If they interact with it, the algorithm compares their shadow profiles to the shadow profiles of other people following your page. 
  3. If it finds matches or close matches, it posts your content in their news feeds as well.  
  4. The algorithm also looks through the people who engaged with your content’s friends list and shows your posts to potential matches from those lists as well. These are people who have not followed your page and may have no idea who you are. This expanded exposure is what creates reach beyond your immediate sphere of influence. The more interaction your post gets, the broader the reach and with each subsequent post like this, you increase your pool of potential customers.  This interaction is what we call, engagement. 

Audio Narrative

What "Engagement" means in real life
How Storytelling Impacts Your Body & Mind
Step 1: The Matter at Hand
Step 2: Cultivate the Tone
Step 3: Paint the Canvas
Step 4: Call them Home
>> Conducting a Peer Review
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But I'm Really Boring... No One Cares What I Have to Say
>> Step 1 - What are you going to talk about? - Brainstorm Your Topic
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>> Step 2 - How are you going to make people feel
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>> Step 3 - Telling them the story - Painting the Canvas
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Step 4 - Your Call to Action
Storytelling Wrapup
Phase 4 - Pro-Animator

Consumption of video content is increasing by leaps and bounds, with over 68% of users preferring to learn about a product through short videos and will watch them even if they know that it's an ad.  You’ll have better luck inserting your content into their regular social media use than you will trying to change the way they engage with social media altogether.

Over the next 3 weeks you're going to make 3 videos that you can use as content for your page, and later incorporate into an advertising funnel to warm your audience.  If you’ve never done video before this can sound scary, but bottom line is this: if you're not creating video content then you're losing money. Your competitors already have tons of video content, your audience expects it, and there’s no better way to bring new customers in. 

Frequency of Video Content

At the moment, don't worry about how often you need to create video or go live, we're going to talk about that in more detail in Phase 5. For now, lets talk about some of the mindset issues business owners face when it comes to video content. 

Audio Narration for This Segment

Stories we tell ourselves About Video
>> Record Some Videos
Equipment You (MIGHT) Want
Types of Marketing Videos
>> Your First Video
>> Create Your Video
>> Premiere Your Video
>> Create a Video in 10 Minutes or Less
Phase 4 - Are you a Pro Animator?
Bonus - Phase 4 - Requesting Reviews
Phase 5 - Live Streamer


We’ve reached the point now where it’s time to try your hand at a live broadcast. There’s a lot of discomfort with going live, for many of us, its simply not a natural experience. When we were growing up, our lives didn’t include documenting every minute of our day, so it doesn’t come naturally to us. I thought it was an insane thing to do when someone suggested that I go live for my business. Going live wasn’t for me – it was for the video game streamers I watched online, influencers with hundreds of thousands of followers, and little children who like to open toys on YouTube. It wasn’t for middle aged, female, gamers

But little did I know – that’s exactly who it’s for. 

How many people do you see on social media that you can relate to? What about 2 years ago? Was there anyone that you related to on social media then? Normal women with something to contribute are woefully underrepresented on social media, yet we are a huge chunk of the demographic on Facebook. We're looking for community, but there's no one out there creating it for us. Someone needs to step up and create a space for women like us: looking for community, but way too busy to go out and find one. That person is you. And the best way to do that, is through live content. But first, lets get one pre-conception out of the way. 

Going Live doesn't Always mean Live Sales

Sales are a way to use the tool, but that's not the only way. We aren't going to cover how to sell live in this bootcamp. You can use Facebook live events to sell, but even those lives need to have some other purpose besides simply selling, or they will not be well attended. For the purposes of this bootcamp, I'm going to show you the technique that you can then use for all of your future live events as you see fit, regardless of their purpose. 

You can use live streaming for tons of other content:
  • Product Demos
  • Fireside chats
  • Playing a board game with your kids
  • How-To Videos
  • Instructional
  • Q&A
To get you comfortable with live streaming for reasons other than selling, we're going to focus on creating a how to/informational video for your product. 

Audio Narration 

>> Planning a Successful Live
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Planning Your Live Event
Attracting an Audience
15-Second Promo Videos
Using the Alton Brown Rule in Social Media
Creating Content for your Live/Page/Group
Practice makes Perfect
>> Conquering your Fear - Introductory Video
You're Streaming Now!
Bonus - Phase 5 - What if the trolls come?
Bonus - Phase 5 - E-Mail Templates for your Live Event
BONUS - Phase 5 - Promotional Activities for Live Sales
This method only works if you have specific sales days for your business. Note that with this strategy, you must designate ONE live each week as your signature live sale event. This strategy will not work if applied to all live sales. 

Step 1: Logistics (1 hour)

Length of time this task will take: 1 hour
When you should do it: 14 days prior
  1. Identify Sale day 
  2. Select Sale time (keep it consistent across weeks unless you’re testing out new times)
  3. What will you sell on that day (whatever it is, do not show that product for the week prior – make sure its new or newish product)
  4. Giveaway idea (if any)
 
If you want to know where you should host your event, I would do your first one in your group since it’s a safe space for you to learn, and then if there were any particularly entertaining bits, extract those and put them in a folder for hyping up your future events. Hyping will occur mostly on your business page, sales will occur mostly in your group. 

Step 2: 

Length of time this task will take: 2-3 hours
When you should do it: 10 days prior
I recommend setting aside a few hours with no work or family distractions if possible so that you can maintain your flow of thought for this segment. If that’s not possible, then work one line at a time, taking a break between each for distractions.
  1. What will you need to order/make to have inventory in time for the sales event, if any?
  2. Will you play a game (an interactive game they can participate in)?
  3. Create a Schedule breakdown for your sale 
  4. Book the Childcare, babysitter, etc. Or will you have your family/kids as part of the show
  5. Topics of conversation – make a list based off your target audience

Step 3: Advertising 

Length of time this task will take: 2-3 hours
When you should do it: 7 days prior

Posts
Schedule 2 posts per day on your social media channels. General topic ideas can be from the list below, with no more than one topic per post. You can double or triple up on any of them. (Time Saving Tip: Write all of these at once and schedule them in your group). Use sneak peeks, highlights, testimonials from clients, snippets or pictures from previous live sales, topical photos, polls, etc. 
  1. Product 
  2. Value
  3. Entertainment
  4. Topics of conversation
  5. Games
  6. Giveaways
  7. Exclusivity

Remember to use keywords (on Facebook) and appropriate hashtags (on Instagram) for your target audience in each post. 

Cover Photo
Update your cover photo. Include the DATE, TIME, LOCATION, and use VALUE ADD words that highlight the PAIN POINT your product solves for your customers. Remember! This is being broadcast as an event, the sales will just be a part of it. 

Paid Advertising
Generally, I don’t recommend paying for reach. The ad manager often has great numbers, but that doesn’t mean great conversion unless you know exactly who your target audience is, what their pain points are, and how to convert them to shoppers. But, if your product is demonstrably a high demand item (L.O.L dolls, Tickle Me Elmo, Harry Potter, Disney, etc.) that everyone wants, then your shoppers are fanatic shoppers. For them, simply creating an ad and targeting works. 

Step 4: The Day of the Event

Morning
Change your cover photo to let everyone know the event day is here. Include one or two key points about the event this evening (Not just sales, what game are you playing, what’s the giveaway, etc.). 

Posting throughout the day
Depending on when your live is scheduled for, you may have time for a few additional posts today. The lifecycle of a post is ~ 5 hours; maximum engagement is reached at about 2.5 hours. Space your engagement posts every 2-3 hours during the day. Post wall drops and featured items in between the engagement posts. You can use this as a model:
 
  • 9:00AM: Cover Change, First Engagement Post
  • 9:30-12Noon: Wall Drops Every 15 minutes
  • 12Noon: Second Engagement Post
  • 12:30-3:00PM: Wall Drops Every 15 minutes
  • 3:00PM: Second Engagement Post
  • 3:30-6:00PM EST: Wall Drops Every 15 minutes
  • And so on until your sale. 

It is not necessary to do wall drops every 15 minutes during this time unless you want to, but that’s the optimum time for people who are online at the time of the engagement post to see your sales and will give people who engaged on your engagement post the highest chance of seeing your sales content. 
Schedule for the Sale Event
Things to Talk About
Promotional Content Worksheet
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Implementation Week

There's a time to work and there's a time to plan. This coming week is memorial day, so we're going to take a break from any new content creation. However, just because we're taking it easy on the learning department, doesn't mean you're going to stop working on building your business altogether. This week you're going to focus on the following activities: 

Live Content + Hyping

In Phase 5 you scheduled your live for sometime this week, and created all your posts for engagement for this week already. Be sure to engage on the posts that you scheduled, be present, and go live on your designated date.  Head over to the thread in the group for this purpose, let us know how it went! How do you feel? What did you learn?

Catching Up

The other coaches and I are here this week, so if you're using this time to catch up, feel free to post your exercises to the wall and one of us will take a look. This is a great time for you to head back to any of the phases you had questions about or felt like you didn't get to complete as well as you would like to, and check them out again.

Make special note of the posts and content that initially you thought was OK, but you could have made it better. Ask yourself if you care as much about that particular piece of content now that a few days/weeks have passed. Remember that the intense desire to make sure a post or an image is perfect is in that moment only, a day or so later, it doesn't matter anymore. Once you start to recognize that "perfectionism" is a pretty quickly passing feeling, it will get easier for you to produce and be happy with work that is 75% done.

BUT, if you do feel like you still need to fix it. Go ahead, rewrite it and schedule it for about 4-6 weeks from now, now you have built in, ready made content! This can be a practice you get in to, which will help you pre-create tons of content.

Scheduling

The last action item for this week is to create the skeleton of a content calendar for a full month.

Don't panic. It's not as hard as it sounds! In fact, when you see how fast it is, you just might start looking forward to your monthly planning sessions.

Though it's all well and good for us to want to pre-schedule all of our posts for months out into the future, in practice, it's tough to get that system going. And so we often don't do it.

Because in our minds, we feel like scheduling content out for a month is an all or nothing exercise. Either we schedule everything out, fully written, or we don't.

But what if there was a 3rd option? What if instead of scheduling out every post in Facebook, you create a skeleton outline for your month, basic post ideas, and schedule your sales and educational lives once a month at the beginning and then fill in the content details the week before. That accomplishes two goals

  1. You don't have to worry about what you're going to post every day because you know that you already have the system in place
  2. You build a system that forces you to create consistency, which we all know is the social media magic bullet
So without further ado, lets start scheduling. 
Creating Your Calendar
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Control your Business
Plan to Succeed - Don't Plan to Feel Bad About Yourself
5 Hour Piggy Backing Plan
Step-by-Step Content Calendar Instructions
Phase 6 - Facebook Ad Hero


Now is where we take all of what you learned and turn it into a promotional powerhouse that continuously re-targets potential prospects and warms them up without seeming spammy! 

Limitations to Ads

Before we dive into ads, its important to understand their limitations. Sometimes it can feel like doing all the pre-work is a waste, but without understanding the relationship between your target audience, the language you choose to connect with them, and the value your product has for them, no amount of money you spend on paid content will increase your sales. Facebook – or any other company for that matter, will place your content in front of the eyes that you tell it to, since that’s essentially all Ads are. You are paying Facebook to take a piece of content and prioritize it for a subset of people on the platform. Getting a return on that investment is up to you.

Most new business owners believe that simply paying for content to be prioritized is all that’s necessary to attract new prospects and convert them to shoppers. Add to that the fact that there’s a prevailing belief that engagement = sales, and the end result is an ad that has tons of engagement but results in limited to no conversion. 

And that’s how you end up spending a lot of money on ads that don’t show you any increase in income. In order for an ad to work, you need to focus on:

  1. Identifying your target audience (niching down as much as you need to)
  2. Determine your objective 
  3. Create content for that specific audience
We covered your audience in Phase 1, you've created your video content, and the objective for your first couple ads is going to be engagement so that we can start to warm your audience up. The next step is to create a video ad funnel to introduce your audience to you, and warm them to conversion.

Building an Audience

We’re going to start your funnel by using the live from Phase 5 as the source for your audience and the two videos from Phase 4 to warm them up, and we'll finish off with a carousel ad to convert your viewers to shoppers. 

How Long it Takes

There are many factors that influence how quickly an audience warms up, and unfortunately, even if you do everything right, sometimes it can take a very long time. This is the part where managing your expectations is important.

It takes 7 days for a campaign to optimize in Facebook, so you’re looking at a minimum of 7 days to start to see any kind of momentum. Add to that the fact that the kind of campaign we’ll be running is designed to be a slow burn, it's important to be aware that you won’t see your sales skyrocket 2 weeks after starting this ad campaign.

You will see some conversion, but the real magic happens at the end of the campaign where you ask people to commit time, money, or information to you in exchange for something of value. The success of the campaign depends upon how well you executed steps 1-3 above. Often the conversion is the least challenging task you approach if you've laid the foundations effectively. 
Customer: First Contact
Overview of the Process
>> Building Your First Ad
>> Placement & Budget
>> Selecting Ad Content
>> Follow Up Videos
What is a Carousel Ad and how do you use one?
Components of a Conversion Carousel Ad
Carousel Ad - A Case Study
>> Create your Carousel Ad - Content
>> Create your Carousel Ad - Facebook
Bonus - Add Products to Your Store
Bonus - Using the Facebook Store if You're a Direct Seller
BONUS - Ross Approved! PIVOT!
https://www.youtube.com/watch?v=R2u0sN9stbA

Social selling is part science, part art form. This means that you need to experiment a lot before you'll hit on a successful ad campaign. You may hit upon some successful ones on your first try, but that's not the norm. In this bonus module, I’ll cover how to test the effectiveness of every phase, and how to approach troubleshooting. 

But before you get started, you'll need to know some of the groundrules for effective problem solving in business:

  • Don’t look at your insights every day, that information is too granular and too young to be of any use. Pick a day of the week, the same day, same time, to look at metrics. If you aren't able to do it weekly, then once every couple of weeks, or even every month is enough as best practice. 
  • Give yourself about 2-3 weeks for you to have enough data to see a trend upwards or downwards based off a specific activity. 
  • If you see an upwards trend, don’t make any changes – keep it going. 
  • If you see a downward trend, or no change, don't jump to the conclusion that the activity itself was the issue. There are a lot of micro steps in each activity that could be the problem, which is what this module is about. Don't throw the baby out with the bathwater. 
  • Head back to the appropriate phase for that content and review the instructions. Make the changes moving forward and start the 2-3-week cycle again.  

Keep in mind that this can be a long process. The sooner you have a clear vision of your audiences pain point, the solutions your product offers, and the language to connect with them, the faster your ads will be effective at conversion. 
Who will buy your products and why?
Are you Showing them it's a Love Connection?
Are you writing for engagement or to check something off a list?
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Is ANYONE watching your videos?
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Lets not throw away money
BONUS CONTENT!
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Bonus - Design Your Customer
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Bonus - Converting to Sales
Bonus - What about the 80/20 Rule
Bonus - #powertools for keeping people interested
Bonus - How long Should Posts Be?
Bonus - Posts are More than Just Graphics
Bonus - Storytelling E-Book.pdf
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Bonus - Using the Anchor Post Strategy
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