5 Often Overlooked Facebook Business Strategies
Facebook is a great marketing tool for businesses of all shapes and sizes!
It’s a great way to find a new audience, spread your message and sell products.
However, there are a few things to know before you get started with Facebook for business.
1. Page vs. Profile
If you’re on Facebook today, you probably have a Facebook profile page. That’s how you interact with friends, family and contacts on Facebook. A Facebook page is how businesses use Facebook. You must have a profile to manage a Facebook page. The main reason why you want to have a Facebook page for your personal and business brand is because that will allow you to access analytics to see what posts are, and aren’t, working.
2. Facebook Ad Objectives
Ads are a great way to grow your Facebook audience. Before you start working with Facebook ads, you must know your goals for doing so. You have to decide WHY you want to run an ad and what success of that ad will mean to you. You also need to determine how much you want to pay Facebook to run these ads and how long you’d like to do it. For an event, we recommend 8-10 days of ads in advance for sign-ups and for a product launch, we recommend two rounds of ads starting at least 1 month before.
Assets are images, video and text (or copy) that you put on Facebook. These are posts, but they’re more than that — they’re the elements of your brand story. When determining which assets you’ll use for your brand on Facebook, you have to also think about your goals AND how many ads (if any) you’ll be running. You’ll want to test images and videos organically first and then run ads on the content with a separate link to track the success.
Are you going to respond to all comments on your Facebook posts? It is recommended that you do so but it is also important to remember that, sometimes, you might need to take the conversation offline to truly help someone. Are you going to respond to direct or private messages on your page? This is a great way for my team to assist as you grow your brand as a response grid can truly make a difference in how you build your Facebook brand page. We can also setup automatic messages for common questions on Facebook and reduce the time spent answering messages.
5. Measuring Success
Having realistic goals and expectations can help you feel successful, especially when you start growing your brand. Some things to think about when determining what success on Facebook means for you is to determine what you WANT your Facebook to do. What do we mean? Well, do you want to use your Facebook as a tool to showcase your reach on the Internet? As a way to sell products? All of the above? If you’re using Facebook to sell, an engaged audience that can be turned into customers is key but if you’re just looking for a large audience, they don’t necessarily have to be as engaged. That’s something to think about and we’d love to have that conversation with you about your brand.
What's an Investor to Do When History Doesn't Repeat Itself?
We’re in an era of extremes. It seems a day doesn’t go by without the word “historical” popping up in the financial news.
The equities market and consumer debt are at historical highs. Interest rates and high-yield credit spreads are at historical lows. We haven’t seen even a 5% pull-back in the market this year—for the first time since 1995—and the DJIA is exhibiting its narrowest trading range in history. These are indeed historical times. And whether this fact has you filled with extreme optimism or extreme pessimism, you have some important decisions to make going forward.
There are theories about how we landed in this particular era of extremes, and most are rooted in the significant changes that have impacted both how we live and how we invest. At the top of the list are globalization, automation, and the largest aging population in history (yet another “historical” to add to the list). It’s said that the most dangerous words in investing are, “it’s different this time,” yet one has to wonder if, in fact, it really is different this time. Not just because of the historical market highs. After all, there always has been and always will be a new market high waiting around the corner. What’s different today is the sheer number and confluence of these extreme highs and lows—and their duration. It’s a situation no investor has experienced before, which can make these waters feel pretty daunting. History repeats itself, and investment strategies are largely built on that conviction. But what do we do when it doesn’t? When history fails to repeat itself, how can investors plan for tomorrow with confidence that they are positioned to protect their assets and gain a reasonable level of yield?
The first step is to recognize that, at least in many ways, the investment landscape really is different this time around. All you have to do is look at the numbers to be sure of that fact. And the catalysts I mentioned before—globalization, automation, and the aging population—aren’t going anywhere. If anything, the impact of each will only grow as time moves on. What that means is that there’s no way to predict what’s coming next. The only thing we know for certain is that predictability is a thing of the past (if it ever really existed at all). The result: you need to approach your portfolio differently than you ever have before.
Your goal, of course, is to find return given a risk tolerance. Current yield is an important part of total return and getting it is an elusive proposition in today’s market. If, like many people, you’re less than confident that the four major sectors that currently drive the equities market—healthcare, discretionary, tech, and financial—are poised to continue to rise at even close to recent rates, it may be wise to seek out alternatives to help drive yield without adding more risk to the equation.
But if alternatives are the wise path forward, which alternatives are the best options?
Real Estate Investment Trusts (REITs), Business Development Companies (BDCs), and energy stocks, traditionally the favored “non-correlated alternatives,” defied expectations when the stock market crashed in 2008, inconveniently revealing high correlations just as the equities market began its freefall. Anyone who was invested in these alternatives at the time knows all too well the devastating impact “non-correlated investments” can have on a portfolio, especially when they fail to do their job when it matters most.
Luckily, there is one alternative that can be counted on to remain uncorrelated to the traditional financial markets and, ultimately, deliver that precious yield: life insurance-based investments. And because this asset is literally built on one of the irreversible catalysts of change, the aging Baby Boomer population, owning life insurance may in fact be the ideal alternative to help investors generate non-correlated returns, regardless of where the market turns next. Even better, these investments typically deliver those returns with very low volatility.
What makes life insurance different is that, unlike typical alternative vehicles, secondary life insurance returns aren’t based on the economy. Instead, they are inherently non-correlated because returns are based solely on the longevity of the individual insureds.
As much as we would all love for the bull market to continue on its merry way, one thing history does tell us even today is that a bear market will come. It’s only a matter of when. As you strive to hedge your portfolios and prepare for the inevitable, life insurance-based investments are one tool that can help you achieve the three things you need most: diversification, low volatility, and yield.
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