Facebook Marketing 101 – Top Strategies
Congratulations! You’re on Facebook and have started liking and sharing posts and adding new friends… You’ve posted enough pics to start your own Dropbox service… And you’ve started a Facebook profile that has caught the attention of new friends spanning the globe… 🙂 People from your past have literally come out of the woodwork…. 🙂 to connect with you on Facebook! Aside from your circle of influence, you want to build an audience… right? If you want to truly connect with people to build your business on Facebook, you must remember first that Facebook is a social network… You want to share your talents, products and services that you have to offer to the world… But how do you create real, lasting connections with your newly found audience? And what are the best ways to utilize Facebook to connect with others and increase your business reach at the same time?
Here are my Top Strategies for utilizing Facebook to Increase Your Exposure:
These Tips will help you better utilize Facebook while complying with their guidelines and keeping harmony with those you seek to connect with. These strategies all relate to helping you achieve the following:
- Building Your Brand Awareness
- Increasing Engagement
- Driving Traffic To Your Website
- Boosting Traffic To Your Blog
- Building Your Subscriber List
So how do you make sure you’re reaching your target audience and creating connections and lasting relationships on Facebook? In this post I’m going to share with you my personal ‘Top 10 Best Facebook Marketing Strategies to increase your exposure on Facebook!
1. Setting Up Your Personal Facebook Profile
When it comes to dialing in your profile on Facebook, remember that Facebook is a social network… and it should be treated with the right etiquette and personalized attention accordingly. This means socializing with others on Facebook and taking a genuine interest in them… In order to create an interest in your business thru your personal profile you have to build relationships with potential customers. However, according to Facebook’s Terms of Service, as marketers, we’re not permitted to engage others on the Facebook social network platform solely for business purposes. In other words, using our personal profiles for business is prohibited. New to Facebook? Are You Setting Up Your Profile For the First Time?
Here are 10 ways to leverage your personal Facebook profile for business.
1a. Set up Your Complete profile – This includes using a clear color photo ‘head shot’ and creating an “About Me” page.
This step is important so people can get to know who you are and what your background and interests are. Fill out all of the questions in the Facebook profile and even list your favorite books, quotes, movies and professional or personal interests, hobbies etc.
Make sure 90% of the posts you share in valuable content, interesting articles and videos and less than 10% links to your blog and business. – Robert Probst
Post content and provide value first and foremost. You can also share posts from your lifestyle and share more of who you are.
Remember, You can’t use your Facebook personal profile strictly for business. However, there are many ways you can leverage the activities in your personal profile to benefit your business and build relationships… As we connect and keep in touch in ways that were impossible before social media, our personal and professional pages often blend together… However, it is best to consider setting up a separate business ‘fan page’ in order to best utilize social media marketing.
Show Your True Colors
Be Yourself… Let your personality shine through! We all hear about the new saying:
May your life be as wonderful as you pretend it is on Facebook! 🙂
Many make the mistake of ‘turning Facebook into Fakebook’ Be honest with what you share about yourself and your business! When you allow some of your personality to blend into the conversations you have with your friends and followers on Facebook… you gain trust. And building trust and respect from your friends and followers is extremely important with a Facebook profile.
1b: Allow the Public to Follow to Your Personal Profile
The Follow function allows people to see all of your public updates without you having to accept them as a friend. Followers see your status updates in their news feed. By allowing the public to follow your profile you give potential customers the opportunity to see your personality, lifestyle, and valued content, that you share along with your business on Facebook. The ability to share about your personal ideology and lifestyle, while sharing about how your business can benefit anyone, is one of the best ways to create an ‘invisible selling’ environment on Facebook.
2. Leverage the Existing Traffic to Your Site
Every business should have it’s very own website. Not only will it serve as a storefront, but it’s a perfect place for people to learn about your products or services. Leveraging traffic on your site can easily be done. putting clickable social media icons on your site directs traffic to any social media account pages you have. Facebook or LinkedIn, for example. The photo below provides a great example.
Hot Facebook Marketing Tip: Make sure to put your social media icons where they can easily be seen, like the top of your page. This will ensure a much higher click thru rate or CTR.
3. Creating A Fan Page – Utilizing Facebook Insights
Facebook Insights is invaluable. By providing details that identify your target audience (gender, age group location…), Facebook insights determines demographic information about the kind of visitors who would be prone to visit and like your fan page.
Facebook ‘Insights’ also tracks your ‘promoted posts’ and Facebook Ads Manager shows you the way people are engaging with your posts. Seriously considering setting up your own Facebook fan page for your business? Consider these points:
A Facebook fan page, despite being an under-used tool, offers many advantages..
• Facebook Fanpages allow ‘re targeting’. This enables you to create a pixel on your Fan page to re-target followers once they have left your page. • Facebook Fanpages give you the chance to share content about your business without spamming all of your contacts. • Facebook Fanpages allow unlimited fans & followers… instead of limiting your ‘profile’ to 5000 friends as in a normal Facebook profile page.
“Money is in the list”, as the saying goes… and creating an audience equates to building a list. This especially goes for a targeted Facebook audience.
Therefore step one is to build your business’s fan page and build that very audience. You can increase visibility to your brand by providing valuable content for your audience. More people will connect with you if they appreciate your content or are able to learn something important from it.
Prove your expertise on a topic by sharing a blog post on Facebook regarding your goods or services. This is a great way to create results rather than just simply trying to sell to your audience. Don’t be afraid to Network. Encourage your contacts to engage and share posts with their very own connections.
It’s all about your business reaching the largest audience possible.
Being social goes a long way too. After all Facebook is the largest social network in the world. Make sure to create posts that speak in a language that will keep your fans intrigued. Also make sure to respond to your fan’s messages in a timely manner.
After all, your audience wants to be reassured that they are corresponding to an actual person, so the human element can go a long way. Now you will see your fan’s insight and notice which ones are the most engaged with your content.
Each successive week you will be able to see your progress in comparison to previous weeks. One of the coolest features of Facebook ‘Insights’ is that you are able to compare your progress to that of your competition. You’ll be able to find out if your approach works with your fans, or if something needs a little tweaking.
4. Use Your E-mail Signature to Display Your Fan Page URL
Use your e-mail signature to display your fan page’s URL If you’re using e-mail as one of the ways to reach your customers. This is very effective. Your recipient will easily see, and probably click on your social media page’s URL beneath your message or at your signature.
This can easily convert into traffic or a following. Hot Facebook Marketing Tip: Include current events you have posted to your social media pages on your e-mail signature with a call to action! Example: Like us on Facebook to receive a free gift!
5. Target the right audience on each post
With the information gathered through Facebook insights you are able to make sure your posts are targeted and shown to the people who actually want to see them. You can narrow down your posts on your Facebook page by segment of your fans.
I target posts on Facebook like so:
Gender, Relationship status, Education, Age: This is really effective for eCommerce or brick and mortar business, though our post engagement isn’t affected by these targeting capabilities.
Location: The majority of people engaging with our page are in the US, followed by the The UK, with the third being from Japan. Language: English, Spanish and Japanese speaking Customer support specialists are available.
Though our posts are in English, those three languages are targeted so that if someone has their language settings on Spanish they’ll see my posts in the their language and potentially drive traffic to it. Interests: The content you are sharing varies based upon your target interests.
For example, as a company that creates simple marketing tools, we will always want to target marketers. However, if I was sharing this article I’d also want to target those who are interested in Facebook ads, Facebook marketing etc. It’s important to note that it will target each interest individually.
Therefore the more interests you pick the larger your target audience will be. Here’s what my Interest targeting might look like for this article (you’ll understand why by the end of it). Post end date: Post end date is great if you’re posting something like a webinar. If you post about your webinar on the Monday and the webinar is on the Wednesday you could set your post end date for when the webinar starts.
6. Incorporate videos into your posts
The best way to get organic traffic is to included an imbedded video into your post, and the reason is simple. It’s a combination of two things: Firs , Facebook has done extensive customer research that determined that their users want to see videos more than they do images, links, or text posts. Second, Facebook always favors a post that keeps their users on Facebook, rather than taking them away to an external link. Obviously Facebook wants posts that ensure users remain on their own platform. This ensures more business for Facebook. Uploading a video directly to Facebook, rather than using Youtube, which is a third party link, ensures that the video will automatically play when visitors view your post. Now, remember the video will start automatically, but without sound. So here are my best tips for making a successful Facebook video:
Since there won’t be sound when your visitor first sees your video post, you want to engage and captivate them in the first three seconds:
This means be as visually striking as possible. Graphics, movement, colors, signs and anything that will make the video pop can ensure that it grabs the attention of the Facebook user. Remember captivation is the key.
You want the user to stop and press the volume button in the corner of the video. Always create a call-to-action:
This should always appear at the very end of your video. You can a link, a landing page, your blog etc, but make sure it’s directly related to the video. Again, your call to action should always appear at the tail end of your video. Your video needs to be able to speak in it’s own voice and stand alone to tell the whole story The main message must come across in the video, and if possible always use visuals to communicate your message.
7. Use Facebook Ads
If you are a start up business, Facebook ads will give you a much needed leg up.
Facebook ads are relatively inexpensive and you’ll love them once you tried to test them to get the best conversion that can impact your followers and your business growth. Consistent testing and experiments are necessary once you use them. Facebook ads currently help you create your campaign depending on the results you want to gain:
- Facebook Page Engagement— Ads that boost your posts and increase likes, comments, shares, video plays, and photo views
- Facebook Page Likes— Ads to build your audience on Facebook
- Clicks to Website— Ads to encourage people to visit your website
- Website Conversions— Ads to promote specific actions for people to take on your website; you’ll need a conversion-tracking pixel to measure your results
- App Installs— Ads to encourage people to install your app
- App Engagement— Ads that get more activity on your app
- Event Responses— Ads to promote your event
- Offer Claims— Ads to promote offers you created; you’ll need to use an offer you’ve created on Facebook or create a new one
The setup for each ad varies depending on what results you want to see. Below are few things you might want to consider when you set up your ads:
- Target your desired audience (gender, age, locations). If you use Google Analytics display tracking, you can use the data from there and use it for re-targeting.
- Use an engaging picture if you’re planning to use Facebook ads for your page or external pages.
- Use an easy-to-answer or an engaging ads description, here’s an example.
If you’re selling gift items, you might want to put something like this: “If you think giving gifts can make someone smile, Like Us today!” Since the text is easily answerable by Yes or No, those people who most likely say “yes” will be converted as your fans. Trust me, this is so effective. Note: You can only use 90 characters for your Facebook ads text/description.
8. Create a series of Facebook ads aimed at the same goal
Facebook recently ran an experiment which examined the difference between sequenced (what I’ll be explaining in this section) and non-sequenced ads (one ad at a time):
“Among those who were exposed to the sequenced ads compared with those who were exposed to the non-sequenced ads, there was an 87% increase in people visiting the landing page.” The Purpose of a Facebook add is to engage your target audience and keep them enthralled. You can do this by showing them a sequence of ads all with the same goal.
This way if the first add they see doesn’t resonate with them, the following ads in the sequence will have a better chance to create resonance. What’s important is to have a well thought out and single goal, whether it’s a specific product or even a designated landing page. Let’s say you are looking to drive traffic to a landing page, for example. You can include a free trial of your product. You should create a series of at least three ads. Base these ads on your target audience and how far along they have come in your sales funnel.
9. Use Facebook’s Multi-Product Ads in your ‘Re-targeting’ strategy
Facebook multi-product ads look and feel the same as a Google Ad but they allow much better targeting An advertiser using Facebook Multi- Ads can show up to three different products in just one ad. This is simply done by setting up coding on your website so you can track which pages a person went to on your website. So if a person visits your site, sees your ad but doesn’t make a purchase, the next time they visit your site, because of this coding, they will see different items in your ad!
10. Facebook content needs to be familiar, timely or novel if you want it to be shared
Variety is the spice of life of course, and these holds true when it comes to placing your ads. What better way to ensure that your audience is going to click on your ads by providing them with as many options as possible, with different lengths of headlines, pictures and videos. It’s all about finding that right emotional chord to strike and making sure your links come off as valuable to our audience.
If you are unsure of what to write, keep in mind that familiar content is critical:
Cater to people’s emotions and humanize your posts so that people are able to relate.
Another critical form of content is timely content, so make sure to keep an eye on what is trending and use relevant hashtags. This way when people do a search, they can find it on your Facebook page. Just be sure to do your research on this kind of content, that way you you won’t use it in a misleading way. Then there is novel content. Create original posts so that Facebook users will feel more excited about clicking on your post and engaging with your business. Try using a new tone, format or something that is in stark contrast to your competitors to stand out.
BONUS TIPS –
11. Determine the Best Day to Post On Facebook – Increasing Your Engagement Tip #1
Facebook Insights will give you the average time when your fans are online. Your posts should be planned accordingly. You can access your Posts Insights by following the steps below:
- Go to your Facebook Page.
- You will see “See Insights” above your Page, click it.
- You will see your Insights overview from there, find the Posts tab and click it.
- Hover your mouse on the day you want your post to be scheduled and you will able to see the best hours that your fans are online.
Alternatively, tools like Hootsuite and Sprout Social will help you find the data and metrics you need including what type of post you should be using for your social media copies..
12. Create and Schedule Your Status Updates
The average daily active user on Facebook is 757 million, according to a January 2014 report. And a certain percentage from those millions of people could be your next potential customers. If you want to use Facebook for maximum advantage, you need to post contents for your target audience with consistency. Your goals should be either to educate, to entertain, or to empower them. There are also some Facebook posting statistics that you might want to consider when creating your status updates:
- Using emoticons increases comments by 33% and makes posts be shared 33% more often and get liked 57% more often than posts without emoticons (source: AMEX OPEN Forum info-graphic.)
- Question posts get more comments (source: HubSpot).
Scheduling Your Facebook Status Updates: Facebook has a built-in feature that allows you to schedule a post to appear on your page later. Or you can use Hootsuite, Jetpack or any other Social Media Campaign Management Software… More on the in a later post I have on using Social Network Auto Post, Jetpack and Hootsuite, coming soon.
Facebook Marketing 101 – Top Strategies – Conclusion
There you have it, 12 of the best strategies… and most current ways that you can utilize Facebook in your social media marketing strategy. Have you been keeping up-to-date with Facebook as it’s changed over the years? Are there any new Facebook best practices you’ve found work?
I look forward to assisting you with increasing your exposure online and on Facebook.
Connect with me on Facebook BTW, I’m usually already at 5000 friends… 🙂 So just click ‘follow’… and you will see all my posts and status updates… I look forward to helping you and keeping you in the loop of what’s working now as I travel and earn online… Cheers! Here’s to YOU living the laptop lifestyle too 🙂 Also be sure to connect with me on my Facebook Fanpage! All the best! Robert Probst Questions? Comments? Join the conversation below!