Discover ways to promote your brand using Facebook pages. How to attract fans by beginningting with a strategy, defining your target audience, establishing clear objectives and measuring your progress.
Facebook Business Strategies & Techniques Presented by Julia Kinslow
What you’ll learn in today’s session Differences between Facebook personal and business pages Strategic ways to build your brand 10 ways to attract fans and keep them coming back Ways to engage – what to post Why use Facebook to leverage SEO? Calls to action to convert Facebook fans into clients LIVE demonstration: ◦ Discuss parts of a business profile ◦ Review samples of engaging business pages ◦ Tour Insights page – metrics to monitor fan interaction ◦ Facebook Ads – like PPC, easily manageable and can be highly effective in getting your brand noticed at critical times when your target audience is on Facebook. Q&A
There are personal profiles and then there are business pages Facebook = a relationship marketing platform A business page is a place to build a community where prospects and clients go for information and conversation. It is a forum in which to ask questions and to provide feedback on your brand and your services.
Start with a strategyAs in any marketing strategy, you have to outline specifics of what youintend to get out of it. Then, measure the results in order to know if you’reon the right track. If not, change your tactics.1. Select 1-3 goals for your social media efforts that support your greater business goals and then identify 2-3 specific objectives for each goal.2. Identify appropriate channels to support your efforts based on what you know about your clients and target market.3. Develop a strategy for a social media execution that includes specific tactics you will take to meet each objective and goal.4. Select metrics that are fitting and will track your efforts to measure and gauge the progress of your social marketing.5. Execute, track progress, measure outcomes and adjust your strategy accordingly.
Establish goals around greater business goals1. If your goal is to build regional brand awareness, your objectives might be to: ◦ Establish yourself as an industry thought leader ◦ Increase number of new leads2. Select appropriate channels ◦ Facebook regional business page ◦ LinkedIn3. Define tactics ◦ Add frequent status updates to Facebook and LinkedIn (use company blog or links to relevant articles) ◦ Review industry groups on LinkedIn, comment on 1-2 discussions per week or answer an industry question ◦ On your Facebook business page, ask an interesting question once a week to gather feedback from your fans4. Establish metrics ◦ Number of new connections on LinkedIn and Facebook in Q1 and Q2 ◦ Number of new leads in Q1 and Q2
Execute: track your progressSocial Media Metrics Q1 Q2Online Visibility (regional brand Jan Feb Mar Apr May Jun awareness)Facebook (new fans) 25 30 50 8 10 50LinkedIn (new contacts) 50 100 125 10 60 75Number of new leads Jan Feb Mar Apr May Jun2011 - Actual 30 45 50 20 25 502011 - Goal 25 40 50 60 70 80
Measure outcomes and adjust strategy Online visibility (brand awareness) 200 180 160 140 120 100 80 LinkedIn (Contacts) 60 Facebook (Fans) 40 20 0 Jan Feb Mar Apr May Jun Number of new leads 2011 Actual 2011 Goal 90 80 70 60 50 40 30 20 10 0 Jan Feb Mar Apr May Jun
10 ways to attract fans and keep them coming back1. Determine your brand personality. Brands are not 6. Exclusive content that entertains, engages, people, but the personification of brands helps informs, or simply makes the reader smile is great prospects connect with them. Much of this personality for keeping their attention. Encourage fans to upload comes through your own voice since people want to their own photos or videos. Create a community around connect with individuals, not companies. your business. Leverage the viral nature of the newsfeed.2. Use consistent dialogue and messaging to amplify 7. Target influencers. Call attention to fans (put an @ your brand. When engaging with prospects and symbol before your friend’s username) who have clients, it’s important that there is consistent dialogue successfully used your services and may join or lead and messaging that indirectly speaks to how your conversation around your brand. company’s services can be valuable to them. i.e., 8. Tag photos and status updates using @username and company blog and YouTube testimonials. they will receive a notification of your post. Tagging3. Define your target market. Be aware of demographic your photos and updates are a way to increase the social differences in your local market, such as age, gender and shareable features of Facebook. and socio-economic groupings. 9. In order for a page to be ‘Liked,’ it must be likeable first.4. Know terms that drive action from your target This translates to quality wall posts and consistent market. Each prospect has their own psychological engagement. Place a shout-out or reminder to your triggers that will drive them to act and seek out your fans to Like status updates and instruct them to click services. Invest the time to test out various forms of the Share button right next to your message so that copy and see what works with your market. Find the their friends will be alerted about the update, too. actual words that will make it more likely for your fans 10. Get a vanity URL with only 25 fans. This makes it easier to take action, associate them with your brand and for prospects and search engines to find you. Keep it increase the bond with your fans. simple including business name. You can choose a5. Listen to your target market. Social marketing is vanity URL at: http://www.facebook.com/username. much more about listening than talking at people. New media marketing has become a conversation that brands have with their prospects. Having conversations with your fans builds trust with your brand and if given the opportunity, your fans will actually tell you what they’d like your brand to provide.
Ways to engage – what to post Relevant content is king. Master the art of conversation around your services and demonstrate to fans why frequently visiting your page will be beneficial to them. Post interesting questions on a regular basis to encourage your fans to engage. This activity allows visitors to see an active page of which they may want to take part. Link to your company blog. Ad frequent posts that include information which is timely and relevant to your fans. Upload raw videos and photos and they will immediately be posted to all of your fans’ newsfeeds to watch, comment on, and increase overall engagement. Talk about local upcoming events, post them on your page, send invites to your fans and ask them to share it with their friends. Be human. Share your activities, thoughts, clients’ successes, fun stuff about local sports events, post comments on other business pages. Post meaningful quotes and tell your fans why it means something to you.
Why leverage SEO with Facebook?Being “big” on Twitter and Facebook is important to search engines*The complex algorithms and mathematical calculations that Google applies to its search enginetechnology are becoming more social as the search giant continues to work hard at being relevant ina fast-moving web. Google and Bing recently commented how social media data influenced regular web search results. As we all know being found on the first page of Google in search results can drive a lot of traffic to your blog and website and research shows that nearly 90% of all clicks on links on Google come from being on the first page of Google. Question: Do you track links shared within Facebook, either through personal walls or fan pages? ◦ Bing: Yes. We look at links shared that are marked as “Everyone,” and links shared from Facebook fan pages. ◦ Google: We treat links shared on Facebook fan pages the same as we treat tweeted links. We have no personal wall data from Facebook. Question: Do you try to calculate the authority of someone on Facebook, either say via their personal wall or their fan page? ◦ Google: The treatment is the same as for Twitter where we do compute and use author quality. In essence then Google and Bing do use consider your “social authority” on Twitter and Facebook to provide weight to search engine results and this will increase significantly over time as the social web grows. So maybe it’s time you contribute to building your company’s Facebook and Twitter authority? *Information courtesy of AllFacebook.com
Provide calls to action to convert fans into clients1. The most important phase of the Facebook sales funnel is the action phase. Your focus is on generating leads and occasionally selling services directly. The first priority is obviously on building a community but you eventually need to drive fans to take some sort of action.2. Drive prospects to your company’s website where you are more likely to convert them. Post a company blog, talk about important company announcements or upcoming offline events. Also, invite them to visit your website to connect with you on LinkedIn or other social media sites.3. Add a Welcome tab. Adding a welcome tab provides a call to action for visitors to “Like” your business page and become a fan. This gives you multiple opportunities to consistently be in front of your prospects. It also leverages the viral nature of your fans’ personal news feed, allowing you to make more impressions to their friends.4. Post information about your upcoming local events and giveaways they can get for bringing a friend. Take pictures, make commentary, tag participants and encourage them to share with friends to entice more to come next time.5. Provide a Facebook page lead form. This is a simple form where users provide their name and e-mail address to obtain free content. This requires a bit of HTML code, but is a great way to develop relationships with those who may not be interested today, but will be tomorrow.6. Understand Facebook’s Statement of Rights and Responsibilities. Pay special attention to promotion and contest guidelines. If you violate their rules, they can remove your page altogether. http://www.facebook.com/terms.php
Questions? Contact: Julia Kinslow Phone: 614.395.2181 E-mail: email@example.com Follow me on:Helping you connect-the-dots to social marketing strategy