This class is designed to help you create a Facebook strategy. It is not designed to show you how to set up a Facebook account.
A review of where it fits into the web marketing mix. Once your site is optimized, and you have your blogging in place, you need to have a way to promote your great content. Facebook is a great place to share articles you have written as well as other content you want to share.
This is a great chart created by Mari Smith. A link to her FB page and other resources are on the blog page. You want to have a strong Cover Image at the top. This can change as often as you wish. You cannot put contact info, calls to action, or arrow pointing to Like buttons in this area.
Let’s look at some strategies. This is a six strategy sequence.
First let’s determine why you want to use Facebook in the first place. What will you use it for? Prioritize if you have more than one thing. Jot down or circle which on this list most fits your business. You can use it just to build your brand. Or some use it to answer questions from customers. You can also create strategies to build your email lists or drive traffic to your blog or website page. But the best is to build a community of customers and potential customers.
What will your Facebook page look like? Here are some examples of successful pages. Check out your competitors or other sites that seem to have a similar objective as you. What are they doing?
Now that you know why you are using Facebook and what it will look like, it is a good idea to create a content strategy. Plan on a mix. 50% fun and 50% serious. Here are some tools that will help get your creative minds flowing. Create a mix of posts. Maybe you have an update on a service or product. Post photos from events you have participated in, service type images, or how to images. Maybe even some fun things like, “can you guess what this is?” Videos are king. Links to other articles or your blog posts. Answer questions or ask questions. Any other ideas or practices?
As long as you’re a fan of your own fan page, you can “@ tag” it on your own personal profile wall . From time to time, you can let your friends know about something happening on your fan page by writing a personal status update that includes tagging your fan page with an @ tag . Simply start typing the “@” symbol and the first few letters of your fan page name (this works whether you have your username registered or not), and it will appear from a drop-down menu to select. This then makes it a nice, subtle hyperlink that your friends can choose to click on.
When building a community you want to be sure to engage the audience. Respond promptly when someone asks a question or makes a comment. Write in a personal tone, like you were talking to a friend. Only share quality content, not something that has been reposted dozens of times already. Ask for comments or give them something to comment on, like a question. Try to post one time per day. Remember you can use the pre scheduler like Hootsuite. You can find great things to read and share at Alltop.com
How are you going to convert your Facebook followers to become customers and leads? There is an art to building a sales funnel as many of you know. For example, maybe you run a Facebook Ad that brings people to your page. You are asking them to LIKE your page. Now they will see your daily posts. Every 3 or 4 posts you add a link to a complimentary download of a whitepaper or ebook, or maybe to a webinar you are hosting. Now they gave their email address. They are now a lead. You then send them more complimentary information related to the whitepaper or ebook they originally downloaded. Maybe you send them to your blog. Then maybe you are having an event or sale you can share with them. You are building a relationship. Get creative. Some sites have contests or even weekly classes they can sign up for.
If you stick to this strategy you should see your numbers rise. And it depends on what you want the Page to do for you. Whether it is just brand awareness, customer service, getting people into your sales funnel, or building a community. Whatever the reason, having a plan will help you stick to it!
What is your primary purpose? • Brand awareness Objective • Customer service • Build email list • Drive traffic to blog/website page • Build community • Others?
What will it look like? Design http://www.facebook.com/cocacola Strategy http://www.facebook.com/redbull http://www.facebook.com/RedRobin Check out your competitors and other popular pages. •How often are they posting? •What times of day? •What are they posting? •What gets the most interaction? Copy what they are doing!
Drive more people to your Facebook Promotion Inside Facebook Facebook Ads to promote Page Strategy Use @ tag Outside Facebook Add Like buttons to your website Invite email and ezine subscribers Add to signature block Post photos and Tag people in the Offline Print media – Vanity URL photo. Display at your business
Monitor and Moderate Primary Components Engagement •Respond promptly Strategy •Use personal tone •Share quality content •Entice comments •Post at least 1x day-more is better •Check Alltop each morning
Convert to leads Need a strategy to convert your Conversion fanbase to paying clients or Strategy customers. Tipping point Tipping point • Special event between between • Coupons • Discounts 500 – 1,000 500 – 1,000 • Other Call to Action Fans/Follower Fans/Follower s s Tell them exactly what you want them to do.