I just finished reading a case study about the following pizza co. who’s earning more dough by being a benefactor to charities (sorry for the blatant pun.) 😚
Here’s What They’re Doing:
i Fratelli promotes their charitable giving weekly using social media, allowing residents surrounding their 10 corporate-owned and 5 franchise stores to vote from a selection of local NPOs, churches, and high school booster clubs as the beneficiaries – on any given day, 15% of a stores sales are contributed to a worthy cause. More than 100 charities have benefits since 2016.
The Results?
In the first quarter of their charity campaign, the pizza restaurant chain tripled their Facebook impressions, grew their retweets by a whopping 5X, and earned a 300% ROI in sales!
Here’s How They Do It:
Uses influencers to share the story
Cross-promotes posts on FB, IG, T, and blog
1 in-house team member spends 20 hours/wk on content creation (4-5 posts/wk)
Uses Google Analytics to monitor PPC AdWords campaign
Occasionally uses FB Ads campaign to promote a specific sweepstakes or event (less than $500 spent in total)
Targets the organization’s supporters when promoting a fundraiser to ensure they reach the right audience
Tags the Convention & Visitors Bureau on “DoughNation” posts so it gets retweeted to their followers
The Conclusion?
Charitable giving bolsters your biz’s positive brand image, increases sales, and provided an opportunity for viral sharing which translates to free marketing exposure (wider reach).
Action Steps:
Consider what charities you can align your business with
Capitalize on post shares and retweets with allies such as the chamber of commerce, the visitor’s bureau, and other civic-business entities
Allocate your social media charitable marketing tasks to an in-house marketer or outsource to a reputable media company
Want more info? Here are some stats on the impact of charitable giving in 2019.
Some time ago I had the privilege of speaking with a former director of marketing of a condo conversion in Fort Lauderdale, Florida. The gentleman had been responsible for driving sales for this project during the pre-recession boom, and back then anything superior to a cardboard box was flying off the market like a SpaceX rocket headed towards the International Space Station in 2020.
I remember seeing lines of buyers waiting to get into a new pre-construction development sales office to buy a condo or single family residence similar to what you may have seen outside of a popular night club or at an Apple store the morning of the release of a new iPhone!
Image courtesy of freestocks.org by Pexels
Even with all of the fast equity buildup hype, developer sales still had lots of competition and I was very curious to know how this marketing pro ran his customer targeting to optimize sales. Here’s the “Aha!” result I got from his answer: market segmentation!
Start With Building Your Buckets: Market Segmentation
Image courtesy of David Waschbüsch of Pexels
The former marketing director told me that he identified 20 types of potential buyers – that’s 20 different client avatars – and created a landing page with copy and graphics that specifically spoke to the wants and needs of each customer segment. Now, I was not a novice about market segmentation. During grad school, I took a feasibility studies class on hotel development and we segmented our prospective hotel guests into three groups: business class, government, and travel/leisure. But this was way beyond that! To identify 20 types of buyers is hyper-focused, granular research (and a lot of work!)
I LOVE IT!
So, the next obvious question should be, “where do I begin?”Fortunately, you’re reading this article and I’m about to guide you through the marketing segmentation forest!
Disclaimer: This segmentation is not intended to redline or dissociate any class of persons, particularly U.S. federally protected classes, from being presented with an opportunity to purchase your goods or services via your marketing efforts. Rather, you should market to all classes using communication skills that speak to each class in a way that resonates with them while accomplishing your marketing objectives (making sales). I would not travel to France and expect the wonderful residents there to speak in English to me. In point of fact, while studying abroad there, I tried to speak the little French I knew at every encounter. C’est mon plaisir!
You can use these 5 marketing segments as “characteristics ofyour client avatars.”
For instance, you can start defining a client avatar as: male, 25-30, 4-year degree, mid-level professional, married with children, $75k-$100k salary, lives in Miami, works from home, wants to home school his children, needs two extra rooms, one for a home office and another for home schooling, drives luxury vehicle, enjoys smooth jazz, fine European wines from Total Wine, follows Jane Monheit, Emilie Claire-Barlow, and Sophie Milman (my personal favorite jazz singers), and enjoys outdoor recreational activities that include hiking and paddle boarding. Websites visited include Pottery Barn, Ashley Home Furniture, Toll Brothers Homes, and Lennar Homes. Favorite clothing includes Nautica and Polo by Ralph Lauren. (Okay, so I’m borrowing my own personal characteristics – you gotta start somewhere!) 🤷🏻♂️
So there you have it, we just defined ONE client avatar; 19 more to go. 😉
After you go through the tedious process of defining your client avatar…🛑 (hold the phone! Isn’t there an easier way to get this task done?! Yes, there is. You need 20 profiles, so target yourself first, then ask 19 people that are different from you in 19 ways, but would still have a need or desire for your product or service, to target (identify) themselves, bada-bing! Get it done smarter, not harder.
Image courtesy of Anthony Shkraba from Pexels
Next, craft your marketing message to each client avatar with the following Q in mind: “How can I satisfy this person’s wants and needs”❓
Your answer should include a curated version of your brand message; the main content is about the features and benefits that your product or service offers, graphics and video that (1) showcases the value and benefits of the product or service in action, (2) includes testimonials that validate your authority and reliability, and (3) includes a call to action, all of which appeals to that one specific client avatar.
Third, find out where they are. each niche client avatar has social media platforms that they prefer to hang out in. Go there.
Fourth, give them what they want. Attract your client avatars by presenting information that either solves a problem or satisfies a desire. Your goal in the initial engagement stage is to drive them to your webpage, so present a compelling call to action that drives traffic to sales or a lead capture page.
In closing, getting hyper-focused on who you are trying to serve will improve your chances of getting higher conversions and the bottom line is the bottom line. 😉
Isn’t it time to move forward from dabbling with Facebook ads to actively implementing a well-planned annual social media marketing campaign?
The Quintessential Solopreneur
If you do not engage in a strategic, well-designed marketing plan, your business will not benefit from the opportunity to grow in 2021. There’s still time to decide to level up your social media marketing.
Legal Marketing Can Feel Puzzling!
Market research takes time, as does testing, copywriting, and distribution management. That’s where we come in!
We know the path for your firm to achieve social media success (and more financial security). By learning from the failures and successes of others, we can curate a marketing plan that is just the right fit for you.
Success Begins Inside of Us
Imagine people chasing you to become your clients, seeking out your wisdom, and trusting you. Why? Because you are delivering proven results (and they’re watching online).
Imagine becoming highly recognized as the local celebrity attorney in your community by people who acknowledge your expertise and credibility. Why? Because they’re following you online.
And imagine how you will feel to be generously, financially rewarded for doing the work you love! Why? Because you hired us.
Our film crew will capture your personality and your gifts in the best light possible, while your dedicated social media manager will increase your audience engagement and convert your followers into lifetime clients and brand ambassadors. Discover how our business-changing video production, marketing and distribution management can work for you.
Option One: Done-for-You Social Media Marketing Plan
Who:
You will maintain the duty of managing the distribution of your creatives across your preferred social media platforms.
What:
We will provide you with a curated 12-month social media marketing plan based on your wants and needs. You will receive step-by-step instructions, which include both organic and paid marketing content, on how to use the creatives we design for your firm from our videography and photo shoot. Use these creatives to distribute across Instagram, Facebook, YouTube, and LinkedIn, as well as in Google PPC campaigns.
When:
We strive to balance providing a quick turnaround while maintaining superior quality in post-production. For this reason, we commit to provide you with a proof within 48 hours for your preliminary approval. We will then have all deliverables available to you within seven days of production.
Where:
Your videos and photos, as well as ready-made ad copy, will be uploaded and stored to a dropbox file, exclusively made for your firm’s use, and available for instant download.
Why:
The Done-for-You Social Media Marketing Plan is a happy compromise for solopreneurs and small firms with limited advertising and marketing budgets. You can still accomplish your marketing objectives by trading some of your time for marketing activities, while outsourcing the creative process to us. As your business grows, we will be here to take the reins of all your marketing outreach needs.
How:
Simply schedule a discovery session below to see if we’re able to help you. We only work with ten clients per month, so we want to be sure that we are both a good fit for working together.
Option Two: Marketing and Distribution Management Retainer
Who:
After our director and cinematographer have filmed your commercial content, your firm will be assigned to a dedicated social media manager. These marketing professionals only work with up to 10 accounts per month to ensure that your firm gets more than enough first-class marketing research, creative ad copy, and top notch distribution service. Put another away, your marketing specialist will oversee the distribution of your creatives, test ads for performance and optimization, as well as monitor your competitors for strategic planning.
What:
We create the same twelve-month marketing plan as discussed previously in option one, then distribute your creatives on your behalf on a daily, weekly, and monthly basis. Our retainer service is month-to-month, so you will have the freedom to start and stop this service as you wish. However, when you see the ROI, we are certain that it will make sense to keep moving forward.
When:
Organization of organic and paid content – and their distribution – occurs daily, weekly, and monthly.
Where:
Your main website, Google PPC, Instagram, Facebook, YouTube, Twitter, and Tik Tok.
Why:
Our Marketing and Distribution Management Retainer option is ideal for firms of all sizes who are ready, willing, and able to outsource their social media marketing campaigns to a firm that delivers maximum ROI, month after month.
How:
This part is easy. Let’s sit down over a cup of coffee and discuss whether we can help you bridge the gap between where you are now and where you want to be.
John W. Tanner, J.D., M.S. 