Hello everyone! I'm here to share the 3 marketing insights that have fascinated
me this week. So, the first is Facebook versus Google, the second is wabi-sabi,
and the third is whether or not you should be using more imperfect videos to
share your story. So let's get started so 1. Facebook versus Google.
Recently I was hired by a non-profit that's a youth serving organization
that's teaching STEM, so science and math, to underserved youth. I am so
inspired by them and so excited to work with them and the first thing that we're
working together on is a problem that they have, which is they want to
fill three to four spots with children ages 5 to 7 and they wanted to
see whether social media marketing might help them out and so we decided to test
out whether or not Facebook or Google would be more impactful in helping them
fill seats. So over 4 days we ran a campaign. On Facebook we only spent
$25 we got 34 clicks and so the cost per click was only 74 cents. In contrast, by
running a Google campaign, where their nonprofit website showed up on the first
page of Google, it cost 78 dollars over the 4 days, only got 18 clicks, and
the cost per click was four dollars and 33 cents. So I don't know about you, but
my biggest takeaway is there are obviously many factors that play into
whether or not a campaign is successful right? The reason Facebook might
have been more successful was that people really liked the image that we created
or the ad we created, but my biggest takeaway personally is that it's just a
reminder that we have to experiment we have to test things out, we have to compare
different platforms, and see that, for the goal that we're trying to achieve, let's
test out which platforms going to work best serve us. So, moving on to number two,
which is Wabi-Sabi. So, if you've never heard of it before, Wabi-Sabi is a
worldview that there is beauty in imperfection. I first heard about it in a
recent Seth Godin Akimbo podcast (episode), which I'm a huge fan of, on Quality
and Wabi-Sabi, and I highly recommend you check it out and then more recently I
heard about it from Candice Kumai, who has a book coming out this week called
Kintsugi wellness and she was featured on another one of my favorite podcast :
One Part plan. Yes I listen to a lot of podcasts. I'm a little bit nerdy about it...
but her interview was incredible and her book is obviously a labor of love.She
spent the last three years exploring her Japanese heritage, she worked with her
mom on the book and it seems to explore such beautiful traditions and concepts
For me personally as a content creator I've been thinking a lot about
Wabi-Sabi and what it means to me. How can I create beautifully handcrafted
content that's beautiful even in its imperfections. For example, these
videos - sometimes the way I communicate is 100% imperfect,
according to... at least based on my standards... um, I sometimes say the word "um"
and sometimes I'm not perfectly well-spoken,
but yet I hope that this content is helpful and meaningful to you and that
you won't let perfection stop you from creating something that matters and is
impactful. So related to that is number three - so should you be using more
imperfect videos to tell your story? So a
recent Forbes article came out that suggests that social entrepreneurs have
a secret weapon and that is essentially the power of their story and what the
article goes on to explore is that one of the greatest things you might be able
to do to connect with the people that support you is to take videos of you
doing the work to take videos of the impact that you're having and they
actually suggest, and this is what surprised me the most, is that imperfect
video shot on an iPhone might actually be just as effective,
if not more than, professionally made videos and the reason they're
recommending video is video is performing best on all social media
platforms and I personally have been experiencing that so I highly recommend
you try out video. So based on this article it begs to question - should you
be testing out more imperfect videos that tell your story and tell your story
in different angles that might help you to connect and further engage with the
people that care about your cause. So with that, I hope you have a wonderful
week. I hope that these three insights are helpful and we'll talk soon. Bye y'all!
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