Here's How To Be A Branding Scientist:

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 known published author, build an active community and an audience around your name, etcetera -- then your goal should be to AMPLIFY your message and story. Only 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 strategically plotting out the bigger picture of what it means to be a brand. 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 (the tendency of an image, video, or piece of information to be circulated rapidly and widely on the internet) 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 hard to achieve your goals if you don't have any momentum. An indicator of the legitimacy or proof of growth for a personal brand or a business is if people are talking about them.

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 of videos of you then there is a much higher chance of that person becoming a FAN of yours. In personal branding, FANS are the 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.

If there’s a good chance that you can improve your efforts in your marketing by even a humble 10%, wouldn’t you at-least give it a reasonable test?

You can do this with a Facebook public figure page but you cannot with a Facebook profile or LinkedIn.

Here are five reasons why you want to use a Facebook Public Figure page to build your personal brand:

1. You can actually measure the performance of your content with real and actionable data

2. You can boost your content and run ads which allows you to amplify your message

If you get a big TV interview, you’re not going to just want to hope for the algorithm of a social media channel to show this big achievement to your fans, right? You’re going to want to amplify that information and boost it so lots of people see it. If you have a video like a WHY video then you’re going to want to boost the video and target it to the right people. My WHY video, compared to all the videos I've posted on my public figure page (70+), has performed the best in inbound-leads (when used in the funnel), press interviews, and public speaking opportunities.

3. You can leverage your press by boosting it to your fans or people who work in the media to get more press (‘media manipulation’) [leverages Facebook’s incredible targeting features]

4. You can manage communication, learn more about your audience from Page Insights and grow your voice and presence for Facebook’s 1.4 billion daily active user base

5. Facebook owns Instagram. You can include Instagram as a placement for all your ads and boosts from your Facebook page and Facebook ad account.

Here’s what I did with spending $4,205.34 on my Facebook Public Figure page: https://www.facebook.com/JeremyRossmiller/posts/450729025432408

You might think this isn’t still repeatable because of the dates on that post. You 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.

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.

Here’s the process you can repeat for yourself:

Firstly, Identify your #GCT (goals, content, and targeting)

GOAL:

What are you actually trying to achieve?

(This must be specific, short, and easy to understand) [Need help with goal setting for marketing? Click HERE]

Example: I want to get 10,000 views on a video.

CONTENT:

What information will you put out to achieve this goal + how will you get this information out?

(This must be specific, short, and easy to understand)

Example: I will post a WHY video sharing my story on my Facebook public figure page.

TARGETING:

Whom are you trying to target with this information and how will you target them?

(This must be specific, short, and easy to understand)

Example: I will boost my WHY video and target people between the age 18-26 who are also entrepreneurs on Facebook because I think they’ll resonate with my story.

Need help making videos? Click HERE. (This is not an ad but simply a backlink to another article I wrote that includes a low-budget checklist for making videos)

Need help coming up with good content ideas? Click HERE. (This is also not an ad)

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.

Secondly, Start!

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 on 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.