TriPod, the Tricycle Creative podcast, is for anyone interested in being a better Digital + Content Marketer. Hosted by Ross Herosian (a Marketing coach, content creator, and entrepreneur) episodes are a mix of helpful Marketing tips, social media updates, inspiring interviews, and his own unique perspective on how to promote and grow your business.
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In the month of November 2020, I decided to quit dedicating time, resources, and energy to Tricycle Creative’s Business Page on Facebook. I previously wrote my goodbye letter to Facebook and throughout my “No Facebook November” I recorded my thoughts on the experiment.
If you’re not seeing a return from your Facebook Page, wondering if you should create a Facebook Page for your creative business, or just curious about how this experiment went, I recommend you check this episode of TriPod.
"No Facebook November" Audio Journal Transcripts
November 4, 2020
It’s day four of my “No Facebook November” making this, November 4th, 2020. I’m recording this early in the morning before our country knows the outcome of our Presidential election. I bring that up because, obviously, it’s historic and very personal event but also because it’s related to my “No Facebook November” announcement.
When I announced that I would be taking a break from using my Business Facebook account for the month of November, I did receive some “atta boys” from people who were patting me on the back because they believed this to be a political decision. Largely, this came from people who I know would be comfortable with me calling them “conservative”. Their praise came in because they believed this to be my way of sticking it to the perceived liberal bias and “censorship” of social media platforms (obviously, in this case with Facebook). And, as much as I love reaction and response to something I’m doing, I have to say – I’m not doing this for political reasons.
I’ve shared on several episodes of TriPod, how I struggle with how Facebook does business. And, while my “No Facebook November” maybe has some connected threads to that, my reasoning is its own ball of yarn. Almost every client I’ve ever worked with has asked me early on, “What social media platforms are the best?”. The best. And I’ll tell you what I tell them: it depends. Yeah, that’s right, there is no “right” or “wrong” answer, but instead there are “better” and “best” answers that are based on a number of variables such as:
- Your target audience (specifically age)
- Your product and/or services
- The resources you dedicate to social media
- What platforms are you familiar with (or even enjoy)
And no matter what platform (or platforms) you decide upon, you need have measurement protocols in place to inform your efforts. I watch a lot of football and one thing you always see after a team scores, or makes a mistake, or has a turnover is the quarterback go to the sideline and work with the coaching staff to scroll through video and screenshots of what happened so they can replicate it (if it’s good) or fix it (if it’s bad).
You are the quarterback for your creative business.
You need to be vigilant in evaluating what’s working (and how to replicate or grow it) and what’s not working (and how to fix it). When I came to the proverbial sideline in October to look at my Facebook data, I saw a continuation of a trend of minimal ROI.
You may be wondering what data I was looking at and I’ll happily share that with you. I was looking at post reach (how many people Facebook shows my post to), engagements (clicks), and the Facebook source traffic to my website (that’s how many people click a link in Facebook that brings them to my website). Despite my continued efforts of tweaking my content strategy, the numbers stayed roughly the same.
You’re probably heard the quote, “The definition of insanity is doing the same thing over and over again and expecting different results.” Well, that can be applied here.
My decision for “No Facebook November” was informed by data and strategy, not by hunches or politics. And you might even go so far as to say it’s a result of the dreaded “f” word – failure. As a creative business owner you must learn to accept failure and identify failure. Because failure is the manure for great new ideas. And it’s really only failure if you don’t learn from it or fix it.
November 10, 2020
Ten days in and still going strong with “No Facebook November” for Tricycle Creative’s Brand account. I’m still loving it and have been spending my energy on other content and marketing efforts. In case you’ve missed them, here’s a rundown:
- 2020 Rewind miniseries. On this very podcast you’ve probably seen some new episodes popping up and they are conversations I’m having with creatives, friends, clients, colleagues, all of the above to talk about their year. The trials, tribulations, and takeaways that can help you as you navigate the world of entrepreneurship.
- 3-on-3 worksheet. Struggling with what content you should create to promote your business? Well, I’ve been working on a simple worksheet that’s inspired by love of basketball. But don’t worry, you don’t have to be a baller like me to use it.
- Practice what I preach. Guess what? I’m running myself through the Tricycle Creative Roadmap Sessions. That’s right, our very own program that I created to help creative business owners build the frame upon which you base your Marketing strategy, campaigns, and content. I’m doing it for Tricycle Creative for 2021. If you want to learn more about the Roadmap Sessions and why YOU need it, you can go to tricycle-creative.com/roadmapsessions .
So, yeah, I’ve been pretty productive. And just to re-iterate, it’s not necessarily that I was spending hours every day/week on Facebook (although sometimes I was). It’s that it consumed space in my head and required my attention – a constant distraction. And when you’re a creative business owner and you have a distraction that’s not beneficial? Get rid of it!
November 18, 2020
Ohhh man, Thanksgiving is right around the corner. And, on a related note, I’m working on a new TriPod Live! Show (that’s the livestream video version of TriPod) where my co-host Hillary and I will be sharing the marketing tools that we’re thankful for. By the time this episode is published, that video will definitely be available on the Tricycle Creative YouTube channel and I’ll drop a link to it in the show description and in the show notes at tripodpodcast.com.
So let me ask you – what marketing tactics or strategies are YOU thankful for? Maybe you really love the visual nature of Instagram. Perhaps, you like the direct path to someone’s inbox that your email newsletter provides. Or, like me, you love the ability to share your thoughts and showcase your expertise that comes with creating a podcast.
Or, maybe you’re just thankful for the person who consistently supports you and maybe even sends you referrals.
Whatever it may be, think about what aspects of your marketing you’re thankful for and do more of THAT. Trim a little time and allocate a little more energy to the things that you don’t dread. And, if you’re sitting there thinking, “I can’t think of one marketing strategy I’m thankful for”, perhaps it’s time you prioritized creating an actual plan.
I wasn’t particularly thankful for my Facebook Brand Page, and that’s what led me to prioritize other efforts this month.
Maybe you need to do something similar.
November 30, 2020
Day 30 of “No Facebook November”. And that means it’s the last day, so what exactly are the takeaways from this experiment?
The first, and maybe most important, takeaway is that this decision was made strategically and informed by data. That doesn’t mean that there WASN’T an emotional component to it but interestingly enough I didn’t realize the emotional impact until I was already doing it. As a creative business owner, I get the appeal and completely understand listening to your gut. Listening to my gut is what got me thinking, “Is the time I’m giving to Facebook worth it?”. So let your gut ask the questions, and then call in your head from the bullpen to see if the decision actually makes sense.
The second takeaway: Facebook uses calories. What do I mean by that? No matter how much or how little work you’re putting in to, it consumes some amount of your energy. To put it another way, in the book Getting Things Done: The Art Of Stress-Free Productivity by David Allen, he says:
Your mind will keep working on anything that’s still in that undecided state. But there’s a limit to how much unresolved “stuff” it can contain before it blows a fuse.
So if posting to Facebook is bouncing around in your head it’s consuming your energy, creating doubt and obligation – you can cut the calories.
The final takeaway: fill the time with something worthwhile. When I say “worthwhile”, I’m leaving it up to interpretation. Let me give a brief rundown of how I filled my Facebook time in November:
- Worked on annual goals for Tricycle Creative (if you’re struggling with this, consider reading the book Measure What Matters)
- I recorded a bunch of new podcasts. Hopefully, you’ve listened to them – they are the 2020 Rewind miniseries.
- I started working on some new services and programs that I’ll be launching for Tricycle Creative. They aren’t ready yet, but I made significant headway on them and you’ll know when they are.
- I spend more time creating on Instagram. It’s a platform that’s more aligned with creative business owners and yields good ROI for my time.
- I updated some parts of the Tricycle Creative Roadmap Sessions If you don’t know what that is, well, it’s the most comprehensive marketing plan program for creative business owners.
I’m a big fan of strategic quitting. I’ve done a book report on Seth Godin’s book The Dip if you want to learn more about his take on strategic quitting and to make it easy for you, I’ll put a link in the show notes at tripodpodcast.com.
When it’s all said and done, my “No Facebook November” was about quitting something that wasn’t working for my business. And so many of you listening to this, were curious about this decision. Some even asked, “How can a digital marketer not use Facebook?” and I challenge to instead ask, “WHY should a digital marketer use Facebook?”
If you’re unclear of the answer to that question, perhaps it’s time that YOU considered giving Facebook a break. And if that’s something you’re not sure how to tackle, book a consultation with me on our website and I’ll gladly help you navigate through it.
Until next time, I encourage you to keep pedaling.