Just Because You Count It, Doesn't Mean It Counts

The greatest trick the internet ever pulled was convincing the world it would be easy to do.

If you want to know the ROI on your Facebook, Instagram, or Twitter feed, if you want to know the value of an impression, or if you want to constantly recreate your social campaigns, I hate to tell you that you're in for a lot of work There is a fallacy that says the internet is easy. That once you start tweeting fans, admiration, and money start rolling in. 

It' all a lie. There is no easy button. No one-size-fits-all aggregation tool. There is only hard work combined with a clear vision. 

There is an ROI on social, but first you have to understand your marketing strategy for the entire business. You show me the marketing strategy for the company, I will show you the ROI.

Social is not fast. It takes time, dedication, and a continued effort to connect to people you don't know. If you can't add value to someone's life then you're time on social is going to e painful (Hint: adding value is not selling you product. Not yet anyway.)

If you liked this, please consider sharing. Thanks- Donny

5 Ways to Engage Your Audience. Without the Feeling that You’ve Been Tricked.

Whether posting to your Facebook page or sending out an email, an effective title can be the difference between clicking the link of ignoring it. Here are some of the most effective strategies when writing your title copy.

1. Who Else Wants [blank]?
Starting with “Who Else Wants” does two things: first it touches on the desire of want, second it confirms that the thing you’re offering has been proven to work by previous buyers.

• Who Else Wants a Great Cyclocross Bike?
• Who Else Wants a Winter Tune-Up?
• Who Else Wants To Join Us For the Ride this Thursday?

2. The Secret of/to [blank]
You’ve probably seen this one used before. That’s because it works. It is implying some insider knowledge, something that can only be learned by consuming your content.

• The Secret of Never Falling Down with Clip-In Pedals
• The Secret to Climbing Without Losing Weight
• The Secret to Riding in the Rain Without Getting Wet

3. Here is a Method That is Helping [blank] to [blank]
This will identify a target audience. Either one your speaking to directly or by illustrating a person or people that your target audience has aspirations to be.

• Here is a Method That is Helping Pro Triathletes Rest Better
• Here is a Method That is Helping Mothers Ride Mountain Bikes with Their Kids
• Here is a Method That is Helping Cyclists Avoid Unnecessary Repair Costs

4. [Do something] like [world-class example]
If you were watching commercials in the early 90s you may remember when Gatorade did this with the “Be Like Mike” campaign featuring Michael Jordan.

• Time Trial Like Tony Martin
• Descend Like Aaron Gwin
• Write Content Like Donny Perry

5. [Number] Ways to [solution/problem]. You will be [emotion]
This formula of words is like graduating to Copy Writing University. By showing a number we are setting the reader that this is a process that has been broken down to specific steps. Next it conveys an emotion and titles that convey emotion have a far greater open rate. Just check out Upworthy or Viralnova and just try not clicking one of those links.

• 6 Ways to Cure Saddle Pain. You’re Sex Life Will Thank You.
• 10 Ways to Handle Irate Drivers. You'll Laugh at #10.
• 3 Ways to Ride in the Snow. You’ll Love Winter in a Whole New Way

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Check out the book. Leading Out Retail is a creative look at bicycle retail and teaches retailers simple strategies on how to increase profit through service, what the most important question to ask every customer is, and how to manage the dreaded Timmy Factor.

Facebook for (Bike) Retailers

Your Facebook post was brilliant but no one liked it, commented on it, or shared it. So what happened? Are you wasting your time on Facebook? Is social media really worth the time and effort?

This quick lesson plan teaches you the basics of being awesome on Facebook. This is not a strategy, this is tactical! I wrote it for bike retailers but really, these rules apply to anyone- big or small- brand, business, or person. 

Winning at Facebook. A How-To Lesson Plan for Bike Retailers. from Donny Perry

If you found this valuable I would appreciate it if you took a moment to share it. Thanks - Donny

Read This Before You Waste Another Tweet

When is the best time to tweet? How about the best time to update your Facebook status? Or Instagram? We're all looking for a shortcut but here is the hard truth. 

There is no perfect time to tweet that works for every person or business. There is only the perfect time to tweet that works for you and your readers. Articles or experts that argue otherwise are usually presenting some form of aggregated data, which any data analyst will tell you, tends to clump.

Believing in clumps of aggregated data is falling victim to the shotgun fallacy. Aim a shotgun at the side of a barn, pull the trigger, and there will be hundreds of little holes spread across the barn. But there will also be a clump of those shots in the middle. A shotgun fallacy is when you draw a target around that clump and tell everyone, "I hit the target!"

For example, some social media experts will tell you that people check Twitter at 9:00 on Saturday. Though for a bike retailer, 9:00am on a Saturday may be the most popular time for their customers to be out riding their bike. So, that tweet is essentially wasted. Instead posting between 11 and noon might be better, when their customers are finished with their bike ride and checking their feeds. 

I encourage the bike retailers I work with to test multiple times and track which times of day create the most engagement. Turning your calendar to the viewership f your audience is the best way to get huge results from your social channels.

Thank you for reading this far. If you have found this piece valuable I would appreciate it if you shared it on your social channels. Thanks again, Donny