Here's How To Be A Branding Scientist:
Updated: Mar 18, 2020
If you want to, simply, throw your content at different social channels like your Facebook Profile, LinkedIn profile, Twitter account, maybe an Instagram story every now and then, etcetera-- do it. You can learn different nuances for different social media channels. You’ll also learn about different trends and behaviors about users and how they react with different pieces of content on social media.
But if you're trying to build a personal brand, be an inbound marketing channel for your business, receive press opportunities, be a published author, build an active community and an audience around your name, etcetera -- then your goal should be to AMPLIFY your message and story. Throwing mud against the wall is not a viable marketing strategy. Eventually, you should double down -- right?
Too often businesses and entrepreneurs jump right to tactics instead of plotting out the big picture. It’s understandable why this happens—tactics are actions. They can sometimes produce tangible short-term results, giving the impression that something bigger is being accomplished.
It's much harder to achieve your marketing and business goals if you don't have any momentum. An indicator on the legitimacy or proof of growth for a personal brand or a business is if people are talking about them. That's momentum.
Posting a video on your Facebook profile and LinkedIn with surely get a few views. On LinkedIn you might even get some virality* and see 20-35k views on a video (it’s not very hard). But a popular video once every few weeks still isn't enough to create momentum for your brand. It's much harder to achieve your goals if you don't have any momentum. An indicator on the legitimacy or proof of growth for a personal brand or a business is if people are talking about them.
*Virality = The tendency of an image, video, or piece of information to be circulated rapidly and widely on the internet
There’s a much lower chance of people to talk about you unless the right and same people are consistently watching your content. After someone watches a couple videos of you then there is a much higher chance of that person becoming a FAN of yours. In personal branding, FANS are currency. Your goal should be to create raving fans. It’s those specific people who are often sharing your content, talking about you to their friends and colleagues, and sending opportunities your way.
Custom audiences = people-based marketing = remarketing = sequences
across channels = word of mouth at scale.
If there’s a good chance that you can improve your bottom line in your marketing by even a humble 10%, wouldn’t you at-least give it a reasonable test?
You can do test this with a Facebook Public Figure Page or Company Page
Here are 4 reasons why you want to leverage the tools capability of a Facebook Page:
1. You can measure the performance of your content with real and actionable data 2. You can boost your content and run ads which to custom audiences which allows you to amplify your message and activate word-of-mouth conversations about your brand
Say your brand gets a TV Interview.
You want as many of your current and future customers to see it, right? You’re not going to just want to hope for the algorithm to show this high authority content to your fans, right? You’re going to want to amplify that content and boost to your most engaged fans. You can also leverage the Facebook Targeting abilities to target more people in the media to get inbound media opportunities (We call this media manipulation).
3. You can manage communication, learn more about your audience from Page Insights and grow your voice and presence for Facebook’s 2.45 billion monthly active user base 4. Facebook owns Instagram. You can include Instagram as a placement for all your ads and boosts from your Facebook ad account.
Read this article to learn what happened when I spent $4,205.34 on my Facebook Public Figure page.
Thinking like a scientist is about creating articulated hypotheses about what might work, testing that hypothesis, and taking action on the data that you found.
One might think this isn’t still repeatable because of the dates on that post. One might worry about how the algorithm’s changes of the years will make these tactics and strategies outdated.
This would be true if I achieved those results after learning from an online $197 course from a Buzzfeed featured self-proclaimed ‘expert’ selling Facebook growth hacks.
Scientists are process driven. That's the key here.
These teachings are based on process, principles, and fundamentals that I’ve learned from mentors like Dennis Yu who’s an internationally recognized lecturer in Facebook Marketing and has spoken over 730 times in 17 countries, spanning 5 continents, including keynotes at L2E, PubCon, Conversion Conference, Social Media Marketing World, Gultaggen, and Marketo Summit. Dennis’s program centers around mentorship, helping students grow their expertise in digital marketing to drive leads and sales by managing ad campaigns for enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.
A process you can repeat for yourself:
The #GCT process is a framework that allows you to build a marketing campaign from the same most simplest aspects every time. This is beneficial because it’ll make iterating your ads, campaigns, and marketing efforts much simpler.
1. Create a piece of content within your #GCT framework
2. Boost the content on your public figure page for a minimum of $1/day for 7 days
3. Make more content based on how well that previous content performed, or not
4. Rinse and repeat 25x
This process is called #MAA or 'metrics, analysis, action'. An advertiser will post content making a hypothesis that the content will perform well. The advertiser will look at the data (metrics) and continues the process.
You might notice this process is very similar to something you learned in High-school science class.
The Scientific Method (According to Google):'The scientific method consists in systematic observation, measurement, and experiment, and the formulation, testing, and modification of hypotheses.'
After completing this process, not only will you be much smarter in personal branding, social media, and content but you’re also getting thousands of views on your videos. You can ‘collect’ the views on your videos into custom audiences. This is important because you can then choose to target those custom audiences with your ads. This is how you build a funnel. All of this is from my own observations in my career and from personal mentors. Take with you what you’d like but perform tests in your controlled environments so that you can make the most informed decisions.
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