Frequently Asked Questions
Evan answers the most common questions
about social media marketing
Question 1
What platform should I be advertising on?
Go where your people are.

Intuitively, we know that if our customers are on Facebook, then your business should be too.  Likewise, if your customers are other businesses, then your business should probably be on LinkedIn.  I mean, if you know where your customers are hanging out, and you have the ability to let them know about you and your product and service, then you need to.  

But it’s not enough to just exist there.  You have to attract attention and also foster a relationship with prospective clients.  That’s the hard part.  There are very, very few businesses that can just throw up an ad and make a sale.  Social media generally doesn’t work like that.  People on social media are there to be social, not to be sold.  But the ability of platforms like Facebook and LinkedIn to place you in front of your best prospects is unparalleled in the entire history of marketing.  That’s why, done right, advertising on these platforms can be one of the most affordable and effective ways to market your business.

“Facebook, with all its quirks, is still the largest and most effective digital advertising platform in the industry today.  And it will continue to be one of the easiest ways to get in front of your target audience at a low cost (and fast).”
---- Ryan Deiss, Co-Founder & CEO, DigitalMarketer

"Of all the social media sites, LinkedIn is the second-most popular platform among B2B marketers, just behind Facebook.  Four out of every five B2B marketers use LinkedIn, compared to 91 percent of B2B marketers who use Facebook. That puts it ahead of Twitter, Instagram, and YouTube, which are used by 67 percent, 66 percent, and 54 percent of B2B marketers respectively."
---- Social Media Examiner, 2019

Question 2
How do I start?
When you are preparing to launch your first social media advertising campaign, it’s tempting to occupy your time with learning the mechanics of the advertising platform itself.  However, you really should start by getting incredibly clear about who your ideal client would be and how they would benefit from your product or service. Then go one step further and detail what the benefits of the benefits are.  As more than one marketing guru has advised, you need to enter the conversation that is already taking place in your prospective client’s head.

Too many advertisers spend way too much ink talking about the features of their product instead of the benefits.  And very few talk about the wonderful things those benefits provide.

We’ve all heard the one about the ad for a drill bit - Titanium, indestructible, lasts forever, inexpensive.  And we’ve heard that the customer doesn’t really want to buy a drill bit, they want to buy a hole in their wall (the benefit).  Now ask, “Why?”  Why do they want the hole?  Because they want to install a shelf to hang their grandfather’s medals and flag from their service in World War II (the benefit of the benefits).  This is where the emotional component of an ad lives.

Have you seen the amazing "Take Care of Yourself" video ad for Doc Morris?  This is a perfect example of the benefits of the benefits.  See the ad here.