Are you ready to build a raving fan base that reads your articles and buys your products?
The truth is that with the right tools, no advertising can match the impact of Facebook.
If you’re on the fence because you’re not sure how effective Facebook ads are, let me introduce you to Website Custom Audiences (WCA).
In this post you’ll discover what website custom audiences are, how to create them and how to use them.
What Is Website Custom Audiences?
In its most basic form, Website Custom Audiences is a powerful tool that lets you create Facebook ads that target users who have visited your website. Now you can reach well beyond your core fans and email subscribers.
How can you find a targeted audience and encourage them to join your list?
The answer is to leverage the people who already like you: your Facebook fans.
This article shows you three ways brands are using Facebook apps to grab their fans’ attentions and encourage them to subscribe to their list.
Why Use Facebook to Find Email Subscribers?
Email converts new customers more effectively than any other digital medium. The key is having the right people on your list—the ones who want to hear what you have to say and are most likely to buy from you. That’s where Facebook comes in.
Your Facebook fans are probably fans because they already like your products or services. That’s a great start to finding a narrowly targeted audience that’s likely to buy from you.
A simple lead funnel gives context to the process. By engaging with your Facebook fans, you build trust. From there, you can ask your fans to sign up for emails that share information they’re interested in. With strong email and marketing tactics, you end up with sales and long-term customers.
Do you have a great story to tell, but you’re not sure how to share it?
Every company has a story to tell.
It could be anything from brand history to internal innovation to fun customer feedback. Unfortunately, few businesses share their stories effectively on Facebook.
In this article I’ll show you five imaginative ways brands are using pictures to tell compelling stories that generate engagement on Facebook.
Why Tell a Visual Story?
A picture is worth a thousand words. It’s a cliché for a reason. When you’re scrolling through the news feed, what catches your eye? Most updates are text, but Facebook users like pictures.
Posting images can help increase engagement and shares on Facebook. Photo posts account for 93% of the most engaging posts on Facebook. They can get 53% more likes, 104% more comments and 84% more click-throughs on links than text-based posts!
Are you using pictures to your advantage? Below are five examples of companies that are wowing their fans with visual stories.
#1: Use Clever Photo Collections
The American Express Facebook page strives to give a strong visual representation of the brand. That can be a tall order for a service-based company. American Express rose to the challenge by taking photographs of related items, then sharing them with short updates that ask a question or evoke a certain feeling.
Recently, the freezing weather in the US has everyone talking. American Express shared this simple but hugely descriptive picture on their Facebook timeline.
Is offering social customer service important for your business?
Facebook is the number one social channel so it’s likely to be the first line of contact for your customers, for both praise and complaints.
Answering your fans, owning up to your mistakes and keeping your fans in the loop go a long way to building trust.
Read on to discover five tips that will make you a customer-service superhero on Facebook.
#1: Answer Quickly
If you have a dedicated customer support department, the team probably has a process in place that works well in traditional channels (for example, a guarantee to respond within 24 or 48 hours).
But on Facebook (and Twitter) if you let that much time go by before responding to customer inquiries or complaints, you do so at your peril. In the social media world, two days feels like two weeks!
If you have a staff member who is monitoring your Facebook page throughout the day, it should be easy to respond to issues fairly fast. But if you’re a one-person operation, and it’s all up to you, you might have to set reminders to check your page a couple of times a day — first thing in the morning, early afternoon and once again in the evening.
My friends over at Post Planner do a really good job of keeping an eye on things (notice just how quickly they respond to questions).
Have you considered adding games to your Facebook page?
Facebook games engage people’s competitive nature and can grow your brand’s reach.
This article shows you how to use games in your Facebook marketing.
#1: Fan Photo of the Week
If you want to get people interested in your fan page, make your fans a part of your social marketing strategy. People love to see their names in lights, so give them that chance with a Facebook photo of the week contest.
The great thing about this type of contest is that it’s easy to implement. Just ask your fans to submit a picture based on a theme you choose, then judge the photos and select a winner. When you’ve chosen a winner, showcase the fan and his or her picture on your cover image or highlight the photo in a status update.
The winner gets bragging rights and will probably want to share the excitement with friends. When the winner shares with his or her friends, your page goes out into their news feed and introduces you to a new audience. That can lead to a jump in viral reach.
Walmart is particularly good at this. They ask fans to submit a photo via a tab on their Facebook page, which means fans have to go to the Walmart Facebook page and engage by clicking through to the app.
Is quality Facebook traffic important to your business?
Use these five steps to help you get more traffic Facebook to your website.
#1: Make Sure You Have a Steady Stream of Shareable Content on Your Website
If you have a website that never changes, you’re going to struggle to get much traffic to it. Posting links to the same page on your site over and over is as futile as Sisyphus rolling the boulder up the hill.
These days, the name of the game is content marketing and you had better figure out how your business can participate.
The fresh, new content you post on your site is important—not only for social media marketing, but also for search engine optimization. Google rewards sites featuring fresh content with higher ranking. But you don’t have to post epic blog articles three times a week to win at the content marketing game. Posting something new and helpful once a week or even once a month can benefit your website traffic.
Are you frustrated with Facebook’s frequent changes to the news feed algorithm?
Do you feel like you’re being forced to buy ads to reach your audience?
While Facebook change is the rule rather than the exception, this article gives you 18 ways you can improve your Facebook news feed performance—and gain the upper hand.
How Reach Is Created on Facebook
Facebook defines reach as the number of unique Facebook users who see your updates.
To see your page’s reach, go to Facebook Insights and look at your page’s Reach report. You’ll be able to see how your reach is improving over time (as shown below).
Are you wondering how the social media landscape is changing for users?
Wondering where you should focus your social media activities?
Pew Research has released a brand-new study, which shows how American users have diversified their social media use.
Here are four noteworthy ways social media use is changing for American users:
#1: Facebook—Still Popular, but not Always “Platform of Choice”
The Pew study indicates that overall, Facebook continues to be a favorite, but 42% of online adults use two or more social networks. Among those who use just one social platform, 8% use LinkedIn, 4% use Pinterest and 2% use Twitter or Instagram as their platform of choice.
Are you wondering how the recent Facebook algorithm changes will affect your marketing?
To learn what the future of Facebook means for your brand or business, I interview Mari Smith and Jay Baer 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 Mari Smith and Jay Baer. Mari is the co-author of Facebook Marketing: An Hour a Day and considered to be the world’s leading expert on Facebook marketing and Jay is the author of Youtility: Why Smart Marketing Is About Help Not Hype. He’s also host of the Social Pros podcast.
Mari and Jay share how to be successful with Facebook’s new algorithm and what these changes mean for your Facebook strategy.
You’ll learn how to monitor your reach and engagement, and how to navigate paid versus earned media in your content strategy.
Share your feedback, read the show notes and get the links mentioned in this episode below!