ChansLogic Ep013

In this episode we talk about CONTENT! What your content calendar should look like, how to organize it, best practices and how to advertise your content in the most effective way.


Use #ChansLogic to ask questions!

Find Chandler on:
Snapchat | cwalkeriii
Facebook | ChandlerSAF
Instagram | @chandler_saf
Twitter | @ChandlerSAF
YouTube |

Find Steph on:
Snapchat | sbentley02
Facebook | steph.SAF
Instagram | @stephanie_saf

Music by Victor Spoils |

Facebook Retargeting

One of the most powerful and cost effective tools we have available to market our businesses is Facebook ads. It is a massive platform with obscene amounts of data compiled about almost anything you are even remotely interested in.

Because of this incredible amount of data Facebook has available we are able to construct highly targeted ads to people who have already expressed an interest in something similar to what you do or fit the profile of a specific buyer persona you have created.

Then there's the Facebook pixel. A little nugget of joy that allows us to track who visits specific pages on our website, what processes they were in when they visited and it allows you to build up a website audience off of that pixel.

When you create an audience from your Facebook pixel based off of traffic to your website it will take the people who visited and compile an audience called website visitors that you can use to run ads to.

Think about it this way: someone visits your website from something you posted on Facebook, looks at the page, doesn't convert and leaves your website. With the website audience created from your Facebook pixel you can retarget the people who visited that page and didn't convert with an ad.

Maybe you say thanks for visiting the site and offer them a free guide, consult etc. The big thing about this is that you are now targeting an audience that is no longer completely cold and by putting your brand in front of them more often you are essentially creating and building a relationship with them to move them from cold to warm to hot. When they're hot that's when you finally go for the ask!

The next idea to look at are look alike audiences. Say you've worked on a website audience, had some success and it doesn't seem to convert anymore or you need a fresh audience that's similar to what you were working with.

The lookalike audience does just that. You will take your website audience and create a lookalike audience in your audiences section of your Facebook as manager. The lookalike audience is exactly what is sounds like. It is a audience with similar characteristics to your website audience based of the profiles of the people in your website audience.

For local and small businesses it's smart to choose the 1% lookalike audience when you are creating it. The key to marketing to a lookalike audience is to not expect them to convert right away.

This is now a cold audience and in order to warm up a cold audience you have to put out excellent content for them to consume. I would spend at least a month putting good content in front of this audience and then go for an ask, which is simply revealing what your product is and asking them to purchase it or book a session with you for a consultation.

You can create these audiences from email lists, video views, content people engaged with on Facebook or even people taking action on an app.

The possibilities to continue to create new audiences and work them from cold to hot are endless and if you show that what you have is worth it by first building trust and a relationship through excellent content then you will garner a following of fans who will use your products and/or services!

Facebook is about building trust....not selling

Facebook has a massive user base of many different people from many different cultures and walks of life. People go on Facebook and other social networking sites to be able to unplug, see what there friends are doing, check out the latest news from around the world and to feel a little more connected to society.

Because there's so much attention on Facebook and so many people are on it businesses and marketers see it as an opportunity to sell products and services. If there's that many people in Facebook it must be pretty easy to sell on the platform right?

Turns out people don't want to be sold on social media. They want to get away from the selling, click bait marketing and other common tactics employed by marketers. Think about it; when your scrolling through Facebook and you happen across a blatant ad you scroll right past it. You don't have the time or patience to listen to another blah blah blah sales or landing page about features and benefits of a supposed wonder product.

So what makes you stop and click, share, comment or like something on a social network? For most people it has to be something that sparks emotion; it's a funny video or picture, meme, article that you find interesting or an educational piece that gives you some valuable info that you can use. Once you see enough of this stuff from a page on Facebook you start checking it regularly, like the page and begin to trust them as a resource for content you enjoy.

This is how we build a relationship with people and show them that we care more about them than sales by providing a tremendous amount of value at no cost. Now that we understand how people want to interact on social media and how they consume content on it. Why are traditional marketers still relying on short term tactics for selling with click bait Facebook ads, sending people to a landing page with a countdown timer (that never really hits zero), promising certain features and benefits and then sending a series of spammy emails encouraging people to hurry and buy now?

It's because they don't understand the changing landscape of marketing and haven't taken the time to learn how people want to be interacted with on social media. Plus it's much more difficult to produce content that actually helps people for free and the results take longer to show up in the form of new customers. But when they do you form a powerful relationship with your customers, because you already given them so much. Your brand will become so engrained with them that they will go out of their way to purchase the products and services.

When looking at the ideal strategy to build your brand and get people to purchase your products and services it's all about building that trust and developing a relationship with your customers. You do this by focusing on what they want and how they want it and this is through producing incredibly valuable information through blogs, videos, funny pictures and videos and interacting with them and talking back and forth when they have questions. It all comes down to LISTENING to your customers and reverse engineering your strategy to address their wants and needs!