Let's rewind to 2013 - I was the struggling owner of a technology start-up trying to establish myself as an IT and cyber-security expert in a very crowded industry. We consistently struggled to find new clients.
Like many other business owners, I was wasting money on lots of different marketing and advertising that didn't work. Even when we saw some initial success, it was often short-lived. I was always worrying about money and struggling to make payroll.
As time progressed, I continued spending my savings trying to grow the business. I felt terrible because I had no clue if it all was going to be in vain and I would have to give up and get a job. I felt like a failure.
Finally, after more struggling to stay afloat, my savings finally ran out. After busting my butt to grow the company, it was on life-support, and I only had a few weeks to make it work. My dream of entrepreneurial freedom was dying right before my eyes. I was extremely anxious and couldn't eat or sleep.
Then, as if by chance, something changed the course of my business forever...
I was browsing the internet one night and came across an article discussing placing ads on social media sites - the results looked very promising. The Internet was rapidly changing the face of marketing. Traditional advertising was expensive and unreliable - I decided right there that I needed to focus on this new frontier of marketing.
It was now crystal clear to me that I had to "be the honey and not the bee." Social media ads would allow me to reach those people that were most likely to become clients.
As a result, the very next day, I launched Facebook ads. Something remarkable happened - I started slowly getting some leads over the next few days. Suddenly, I felt that there was hope.
Over the next year, we continued to forge ahead into this new, unknown territory. We made many mistakes along the way, but continued to discover what worked and what didn't, and evolve our processes. One weekend we sat down, took a good look at all of that data and crunched the numbers.
What we found was remarkable. Beyond the standard data points (age, position, geographic location, etc.), many of our best clients and prospects had other qualities in common - things like their wants, dreams and personal values. These qualities, referred to as psychographic characteristics, heavily influence how people make decisions and perceive companies and brands.
The amazing thing about Facebook advertising is the ability to target your prospects based upon these characteristics. We can target based upon what interests they have, what influencers they follow, even based upon what brand of toothpaste they like!
We can now build in a few days (sometimes a single afternoon) an online presence for companies to get online and start getting leads that are identical to their favorite clients.
Our goal now, simply stated, is to help as many other entrepreneurs similarly grow their companies and achieve their entrepreneurial dreams, as we can.
I invite you to join me on this journey. Join the REBELLION.
Frank Bravata, President and Co-founder
Marketing Rebellion, Inc.