Is your Facebook marketing is working?
If you don’t have a strategy with goals in place for your Facebook Page, you won’t know if you are getting a return on your social media efforts!
Your Facebook marketing strategy shouldn’t live in a vacuum—it needs to be integrated with your overall marketing plan.
What You Need to Get Started
Before you start marketing on Facebook, you should have these things in place:
- A good website: Your website is the hub of your business and should look professional and showcase what you have to offer your customers.
- A clear business model and plan: How are you making money? This sounds obvious, but many entrepreneurs don’t have a solid business plan and don’t understand things like the cost of goods or how much money they can (and should) allocate toward marketing.
- An email marketing delivery service: Some large consumer products may not need an email delivery system, but most businesses still need to use email marketing as part of their overall marketing strategy. Email is not dead and is your best chance of being seen by the bulk of your current and potential customers. There are many email providers out there to choose from, including Constant Contact, AWeber, iContact, Infusionsoft, MailChimp, Office Autopilot and more. Find one that fits your needs and budget.
- An optimized Facebook Page: Before you start marketing on Facebook, get the basic elements of a good Facebook Page in place.
Do you need to convince your boss—or a client—that Facebook is a worthy marketing investment?
In this article I’ll show you 7 things you can do to convince decision-makers of the value Facebook.
#1: Assess Your Goals
Before you can convince anyone that they need to be on Facebook, you’ll need to understand what they want to accomplish.
Remember that not every business needs to be on Facebook.
If you are in a B2B that sells concrete to two or three huge companies, LinkedIn might be a better fit.
How long has it been since you’ve reviewed your Facebook Page?
Are you taking advantage of the latest Facebook features?
It’s critical that Facebook Page managers take time to regularly audit their Page and ensure that they are not missing out on new features.
This Facebook Page audit guide outlines 11 key items to review to help maximize your Page’s potential.
Are you wondering how your Facebook Page compares to competitors?
What can you do to improve your performance?
Insights into how your competitors are using Facebook can help you better understand your audience on Facebook and how they use Facebook.
In this article, I’ll review 5 different tools that can be used to help you compare your Facebook Page against competitors and identify tactics to help you improve your Facebook marketing.
#1: Compare Your Statistics With AgoraPulse Barometer
AgoraPulse provides a free tool called the AgoraPulse Barometer, which performs an analysis of your Facebook Page and compares it against other companies’ Pages (that also used this tool) that have a similar number of fans.
The Barometer calculates the average percentage for several criteria based on your last 50 posts. The resulting report shows the score for your Page in black compared with the average score in red for other Pages that ran this assessment.
Information provided in the chart above includes:
Fans Reached. This is the average number of fans who receive your content. Facebook generally shares your content with a small percentage of fans unless you have a very engaged community. The key to increasing this figure is having a community that comments, likes or shares your posts.
Are you familiar with the new Facebook cover photo rules? You are now able to put calls to action and your website or address information in your Facebook cover photo, but there are still text restrictions.
Would you like some inspiration for what your business can do with a cover photo?
Many people have not updated their cover photos to be in compliance.
In this article I’ll tell you what’s changed and show you 9 examples and how you can leverage the new rules to boost your business.
Facebook’s New Rules
As of March 6, Facebook’s rules state that cover photos may not include more than 20% text. But the previous restrictions that were in place were removed (i.e., no calls to action, no websites and no address information).
The maximum 20% text rule also applies to any photo in a Facebook ad as well, so keep that in mind with your next ad campaign.
There was some initial confusion about how the 20% text area was measured, so Facebook came out with a post that clarified how this area was calculated and what was acceptable.
Would you like to get more people-to-people interaction and begin a real conversation with your audience on social media?
No matter your company’s industry or size, you can encourage these deeper connections and improve your social media engagement.
#1: Use Facebook to Highlight Employees and Reach Out to Fans
Your company is only as good as your hardworking employees—so don’t be afraid to highlight them.
SEOmoz uses Facebook photo albums to highlight their employees.
The SEOmoz Facebook Page does an excellent job of this. Two examples in particular really jump out.
The “Then and Now” photo album: Employees provided photos from their youth along with recent photos of themselves. This is a great way to show fans the human side of SEOmoz. Plus, the baby pictures are adorable.
The “What are Mozzers listening to?” photo album: All it took was snapping photos of employees with their headphones on and asking them what they were listening to. The result is an inside look at company culture.
Are you wondering how a small business can benefit from Facebook marketing?
To learn about the opportunities for small businesses, I interview Ramon Ray for this episode of the Social Media Marketing podcast.
More About This Show
The Social Media Marketing podcast is a show from Social Media Examiner.
It’s designed to help busy marketers and business owners discover what works with social media marketing.
The show format is on-demand talk radio (also known as podcasting).
In this episode, I interview Ramon Ray, the author of The Facebook Guide to Small Business Marketing. He’s also the founder of Small Biz Technology and the guy behind a great event called Small Business Summit.
Ramon shares his tips and techniques when it comes to Facebook marketing.
You’ll learn how to grow a larger following on Facebook and turn Facebook engagement into sales.
Share your feedback, read the show notes and get the links mentioned in this episode below!
Do you feel lost when you’re looking at your Facebook Page statistics?
Well, you’re not alone. Facebook metrics can be overwhelming and most Facebook Insights terminology is still hazy for many of us.
As a marketer, you know that what can be measured can be managed (and improved). So even if it seems complex, you need to measure your Facebook Page’s performance.
What statistics should you measure on your Facebook Page?
First you’ll want to focus on your Facebook post metrics. These are the only relevant indicators of the performance of your content. The other Facebook data can be misleading or gamed. But it’s very hard to trick individual post metrics.
Here are the six key metrics you need to track to understand your Facebook Page performance, why you need them and where to find them.
#1: Fan Reach
Fan reach simply corresponds to the number of fans of your Page who have seen any given post. This is “organic” reach, which means that it only records the views that occurred directly, and not through an action of a friend of a fan (such as a like, share or comment). The views that result from a friend’s actions are recorded in “viral” views.
Are you wondering if promotions will help?
79% of Facebook fans are more likely to purchase from a brand they have liked, so pursuing more fans and deeper engagement with existing fans is a huge priority!
While there are many core methods for increasing engagement such as creating highly shareable content, posting images and videos and posting succinctly at key times—a powerful method is to run promotions.
Promotions have the ability to draw visitors to a Facebook Page, and when used correctly, can be a very valuable tool to accomplish your business’s engagement objectives.
Selecting the Right Type of Promotion for Your Page
A key question when thinking about running a promotion on a Facebook Page is, “Which type of promotion will work best for my goals?”
The answer: It varies. Certain promotion types lend themselves to different objectives. In addition, certain promotions may work better for certain industries.
Below you’ll find an outline of 4 types of Facebook Page promotions and keys for selecting the right type to run on your Facebook Page.
All of the types of promotions mentioned below must use third-party apps displayed on a Facebook Page tab. This is necessary to comply with Facebook’s promotion policy.