In order to develop an effective Facebook marketing strategy, you need to consider the expansion of your fan base as a top priority. A large Facebook fan base can provide a number of significant advantages because the web has become an infinitely more socially-driven platform.
Here are some of the top advantages that you can receive from building a large Facebook fan base.
When it comes to ranking advertising across the Facebook network, the size of your fan base can make a big impact. For every piece of advertising that you create Facebook collects analytics that can help you to see just what type of advertising is working the best for your business.
Furthermore a larger fan base allows you to save money on the cost of your Facebook advertising. This is because when you choose to advertise exclusively to your fans and followers rather than just anyone, Facebook charges a lot less for your ads. In fact, you could save as much as 40 to 50 cents per click.
One of the biggest benefits of having a large targeted network is in the traffic you will be able to generate for your website. According to research by HubSpot, the more targeted fans you have, the more traffic you will be able to drive to your website. In order to drive traffic to your site, you need at least 1,000 genuine fans.
Free advertising via Status Updates
With a large fan base, you can launch targeted updates directly to fans: Facebook allows business pages to send out daily status updates to fans via the News Feed. There are absolutely no limits to how often you can interact and advertise your business to your fans. Although you will need to be strategic with the way you communicate with your fans, this gives you a large organic reach and can make sure that your message is heard across your social media target market.
It is a well proven fact that a Facebook Page with a large fan base commands more authority than a Page with just a few fans. Consequently, the more fans you have, the easier it will be to get other potential fans to like your Page. This concept is known as social proof. Social proof is a psychological phenomenon where people assume the actions of others reflect the correct behavior for a given situation.
On Facebook, this type of behavior is driven by the assumption that other people possess more knowledge about the quality of a particular Page. In essence, there is a lot more implied value to a Page with 1000 likes than to a Page with just 10 likes because they naturally think that others don’t think much of the Page. So, if people visit your Facebook page and you have very few fans, they are less likely to click the Like button versus if you had 1,000 fans. Consequently, social proof plays a big part in growing your fan base.
When your followers interact with your content, their actions get fed into the News Feed of all of their connections on Facebook. This is excellent free advertising for your brand, because it means that you are being seen in many more News Feeds. Studies indicate that most people on Facebook spend their time in their News Feed rather than visiting actual Facebook Pages. Consequently, the more News Feeds you can get into, the greater the brand awareness for your business.
You can find similarities in your target market
A large Facebook fan group can help you identify a need for new products, similarities between your target market as well as help you target future advertising. Facebook collects a large array of data about each one of your Facebook fans and it’s easy to compare at all with the tools that they give to businesses online. Creating a larger sample base can help you develop more targeted products and advertising.
Genuine fans become leads for your business
When you have a large fan base of genuine, targeted fans, it is easier to convert those fans into leads and ultimately into customers. This is because these are people that are already interested in your industry as well as your business. Furthermore, it will be much easier to build genuine relationships with those fans and stay top of mind with them.
Engagement with your fans is the single most important activity required for success of your Facebook marketing campaign. If you do not have a strategy in place for how you will engage your followers, your campaign will likely end in failure.
It is useful to always bear in mind the end-goal of your Facebook marketing campaign. Having a large, targeted network of fans who are interested in your business and industry is a powerful asset and great for social proof. However, your end-goal is not just to grow a large fan base. Your network is only a means to an end.
Your actual end-goal is to engage with your fans and convert them into leads, and ultimately customers. There’s no point in building a large network with thousands of targeted fans if you don’t have a plan in place for how you are going to engage or interact with them. If your fans are not engaged, then you will achieve very little on the platform, and all of the hard work and resources you’ve put into acquiring those fans will have been a waste of time.
What is Engagement?
Engagement on Facebook has nothing to do with how many fans or likes you have. Engagement with your fans is where:
Your fans believe they have a relationship with you beyond simply liking your Facebook Page;
Your fans trust you and believe in the value of what you do;
If your fans are not interacting with your Page in any of the aforementioned ways, it means you’re not getting any engagement with your fans.
Engagement is really all about having two-way conversations with your fans, building relationships, posting relevant content, asking questions, replying to comments, thanking fans for their feedback, etc. People are social by nature. “Social” is all about relationships. This means you need to engage your followers in conversations and build relationships with them. If you’re the only one doing all of the giving – broadcasting quality content to your fans without getting any interaction from them, you’re not really building a relationship, and you’re not going to get any meaningful action from them because the relationship is one-sided.
As you’re probably aware, one-sided relationships don’t work in real life, and it’s the same with social media. Although you may be building your credibility by sharing relevant and meaningful content that your fans or followers appreciate, your fans need to take action by engaging with you rather than simply consuming your content.
This is so that when you want them to take a bigger action such as actually buying your product or subscribing to your paid service, it doesn’t seem like such a big step for them. The more your followers interact with you, the more they’ll like and trust you and be willing to buy your product or subscribe to your service.
Audience Insights helps you learn more about the people that will see your ad before you actually spend any money on it by providing access to all of the data that Facebook has on everyone. Facebook is purchasing data from 3rd party data companies on Facebook users. So when you sign up for a Facebook account, Facebook doesn’t just collect data on what you do on the platform, they cross reference their users against data aggregators. This is the power behind this tool.
Specifically, audience insights allows you to build out the interests that you’re going to put into your Facebook PPC campaign by identifying a list of big brands who are competitors in a specific niche. This is because these are the people most likely to buy your products. You can make sure your ad only shows to fans of these competitors. This will increase the likelihood of your target audience liking what you do, and your ad generating a great return on investment.
You can add specific types of information about your target audience and what they like, and Facebook will build an audience for you and tell you how well the audience will perform based on the information that you select so you can determine whether you’re targeting the right kind of people.
For example, if you want to setup a page likes campaign, this tool allows you to put your ad in front of people who are fans of or have already engaged with Facebook pages that are similar to yours. So if you’re selling a coaching product on SEO, audience insights allows you to put your ad in front of people who have purchased similar products or services from top competitors. You’ll also be able to see what pages have been liked by people who like the competitors you’ve added to your list, and you can add these pages to your interest targeting when you’re building your ads.
This will give you insights into the demographic you should be targeting in your ad. Once you get Insights into your audience, you can use Power Editor to customize the audience you want to target in the campaign. It is aggregated information based on a variety of demographics, purchase behaviour, page likes, and Facebook usage.
Audience Insights allows you to break down audiences to learn a whole lot about them, including:
Age and Gender
Location and Language
Activity on Facebook
Devices Used to Access Facebook
Home Market Value
Type of Car They Drive
The goal of Audience Insights is to help marketers figure out how to best tailor their marketing messages to reach current and potential consumers across the social network. The tool allows marketers to acquire insights into three types of consumers:
users who are connected to a particular Page or event.
You may have created a custom audience based on your website visitors. But how much do you know about the people that visit your website? Do you know things like what percentage are male vs. female; where they live; their household income; education level; and relationship status? Do you know what their top interests are, and where else they like to spend money? Do you know what other pages they like on Facebook and how active they are on the platform? Audience Insights can provide all of this information:
The Audience Insights tool was “designed to help marketers learn more about their target audiences by finding out more about what they like, and not just what they are interested in. For example a particular user may like books. However that doesn’t mean he or she likes all books. Audience Insights lets you know more specifically, what kinds of books are liked by that user.
Audience Insights help marketers in the following ways:
Understanding the demographics of your page audience vs. the entire Facebook population
Identifying the other pages liked most often by the audience that has liked your page
Viewing the lifestyle categories that index highest for your brand page audience
Audience Insights is loaded with data coming from two different sources:
Data users share on their own on Facebook
Data provided by third-party companies and matched with Facebook’s records
You can use the Audiences Insights tool just like the Ad Creation tool, where you can enter various criteria to define your initial audience selection (e.g. married couples in the US, ages 25-50, with children ages 12 and under). With this base criteria established, marketers can get a 360-degree view of consumers’ Facebook behaviour including Page likes, interests, purchase and shopping behaviour, trends, location and language, as well as Facebook usage (how often they log onto Facebook and what devices they use to log on). You can measure affinity relative to the entire Facebook audience.
How to Use Audience Insights
To get the information you want out of the tool, follow the steps below:
Your keyword: If you type in a broad topic such as golf into the interests box, this will narrow down the audience to the people who have indicated that they like golf. Note that in the main page, the grey box is all of Facebook, while the blue box are the people who like golf. However, using such a broad term will not provide users that are specific enough to market to. Rather than typing in something like golf, you’ll want to type in the name of a specific golf magazine. People that subscribe to a particular magazine are more likely to be more passionate about the topic than others who simply like the sport. This will give you a strong idea of the demographic you should be targeting in your ads. For example, if you see that a particular age group that is traditionally known to have more disposable income, then that is the age group you should be targeting in your ads.
Lifestyle: This will give you an idea of the lifestyle of the target audience. are they parents, career-oriented, etc.
Page Likes: This provides a list of the pages liked by your target audience. Check out the pages and take a good look at the type of content that is published on the page and the people who are commenting. What are they saying? It is really valuable to do this type of research.
Location: This will identify the location of the users you have identified. You can see whether they are concentrated in a particular location or scattered across the globe. This will give you an idea of where to concentrate your marketing.
Activity: This will let you know whether this particular group of people tend to like pages, post comments, share posts, like posts and click ads relative to the rest of Facebook. This will tell you whether the audience you’re targeting is highly engaged and the likelihood of getting a good response for your ad from them.
Device Users: This will give you an idea of the largest segment of devices that are used, which will allow you to target your ad to the right devices. For example, if your users are logging in to both types of devices, it means you can advertise to those users on both types of devices. You’ll eventually want to segment the advertisement and display the same ad to both devices to see where your generating better results so that you can focus your ad spend on those devices. If more users are using Apple products than Android and the Mobile Web, it means they are paying more for brand products and are a more affluent group of people than the average.
Household: This will give you an idea of the affluency level of your target audience in the United States only. You can see the home ownership, household income, household size (do they have kids?), average income, home market value, spending methods, etc. You’ll be able to see if they have kids. Take a look at their spending habits. This will tell you whether they are likely to spend money on what you are offering to them. Are they likely to spend more on things travel and entertainment, upscale department stores, etc. than the average Facebook user? Are they more credit card spenders than cash? If they are, it means they are more likely to splash the cash online than the average Facebook user.
Purchase Behaviour:This will give you a clear indication of the purchase habits of your target audience so that you can target them effectively. You’ll get an idea of what that audience tends to spend their money on.
Facebook provides a variety of options that allow you to start making sales from directly within the platform. You can sell directly from your Newsfeed simply by adding images of the products you’re selling and directing prospective buyers to the URL of your external app. You can also use a third party app to do this for you.
You can also display your products with a buy button on an app on your page which is connected to the store on your website. When a prospective customer clicks the buy button, they are transferred to your website.
Another way in which you can sell on Facebook is to setup te store directly on Facebook in which case all the activity takes place on Facebook and customers do not have to leave Facebook.
In the following article, Catalin Zornini provides a detailed step-by-step guide on how to create a Facebook shop page:
How many platforms are you currently selling products on? One? Three? Ten?
Is one of those platforms Facebook?
You’ve probably heard it time and time again: You need to get on Facebook.
All businesses, big and small, hear these words without getting much advice on how to do it successfully.
Well, the fact of the matter is, if you have a website, you should also at least have plans to sell on places like Amazon, Facebook, and Etsy. And we’re going to give you the advice to create a Facebook Shop page.
In a world filled with multi-platform companies, it’s hard to keep up with competition if you don’t expand to where your customers hang out the most. So, what’s one of the spots online that people spend the most time?
So, what’s one of the spots online that people spend the most time?
That’s right, it’s Facebook.
In fact, Facebook users spend an average of 20+ minutes per day on the popular social network.
That’s quite a bit of time considering this happens on a daily basis. Not to mention, many of us can think of our personal experiences of spending way too much time clicking on links and liking posts on Facebook throughout the workday.
Therefore, it’s time to take advantage of Facebook as a selling platform – well not a fully fledged one like Shopify – but we’re here to show you how to do it.
If you aren’t already aware, you have the ability to create a Facebook shop page and directly sell items to your followers.
In the following video tutorial, you’ll learn the step-by-step process to establish your Facebook shop to showcase your products and redirect prospective customers on Facebook directly to the checkout page on your website.
A Facebook store can be a quick and easy method of establising a bigger presence online, whether you’re new to eCommerce or an experienced seller.
Creating a competition or sweepstake is a very effective way of generate new fans and creating buzz on your page. With Facebook relaxing the rules in regard to competitions, you’re now able to rund a competition on your pages timeline, but not on your personal timeline.
Running a contest is one of the most effective ways to showcase your product or service. If you’re giving that away as the prize, you can let your Fans and others know about the product or service and kind of stealth promote it. The thing is, contests can go a little bit viral because people love to share contests. They can be really effective at attracting new fans and email subscribers to your brand.
If yo want to create a competition, you can either create your own competition, or use a 3rd party to do this for you.
In this step-by-step guide, Emma Glover takes you through the fundamentals of successfully running a competition on your Facebook Business Page:
How to Run a Successful Facebook Competition
If you would like to learn more about Facebook competitions and how to stop yourself from being in the firing line, then here is your step-by-step guide to running a promotion on your Facebook Business Page.
As Facebook continues to tweak its algorithms, and respond to harsh criticisms of its business ethics, many brands are having to rethink their strategies in order to make the most of the platform. Tactics such as Facebook competitions are a great way for brands to be creative organically. They often mean that the audience stops and takes notice, and are incentivised to engage with the brand.
How Have the Rules for Facebook Competitions Changed?
There have been a number of changes to the Facebook competition policy, many of which brands are still unknowingly going against every day.
Before August 2013, promotions on Facebook had to be run in an external, third-party app. Facebook functionality was not allowed to be used to run a promotion.
In 2013, Facebook approved the like and comment on posts to enter mechanic, meaning third-party apps were no longer necessary to create Facebook competitions. This new freedom was soon in jeopardy in 2014, when Facebook banned like-gating, meaning that brands couldn’t incentivise people to use social plugins or like a page. This included offering rewards based on whether or not a person liked a page.
The restrictions continued in 2015 and still remain that you cannot ask entrants to share your giveaway on their personal timeline or with their friends as a means of entry. Any kind of action that involves a personal timeline or friend connection isn’t allowed (including tagging and messaging).
If you’re considering running a contest, determining your prize is going to be the most important element of your contest However, you want to create a prize directly related to your business.
And for timeline contests, you may want to give away a smaller prize. There’s not a lot at stake for entering a timeline contest. People usually have to just click a Like or comment on your Page, or do something very easy that takes them ten seconds or less.
In the following article, Jim Belosic shares 17 tips to make your Facebook contest a success:
17 Tips for Successful Facebook Contests
Are you planning a Facebook contest?
Want to make sure it’s a success?
An easy-to-follow checklist of tips and best practices will help you launch Facebook contests your audience will love.
In this article I’ll share 17 tips to make your Facebook contest a success.
tips for successful facebook contests
Discover seventeen tips for running successful contests on Facebook.
#1: Review Facebook’s Terms of Service
Facebook periodically changes its rules and regulations about contests and other promotions. Be sure to check the Facebook Guidelines page before you launch your contest.
facebook guidelines and terms of service
Check Facebook’s TOS before every contest you run.
#2: Set a S.M.A.R.T. Goal
A S.M.A.R.T. goal is one that’s specific, measurable, attainable, relevant, and timely. Make sure you clearly define your contest’s goals before you start planning. Do you want to promote a new product? Grow your email list? Perhaps you’re looking to gather a bunch of user-generated content such as photos and videos.
To set your Facebook contest up for success, focus on one or two attainable goals.
#3: Choose the Contest Type
Consider running caption, photo-vote, video-vote, and sweepstakes contests, which are always popular on Facebook. Sweepstakes are the easiest to enter and the key to driving lots of entries is to pick the right prize.
Del Mar Fans & Lighting’s straightforward Facebook giveaway requires entrants to simply vote on which lighting product they prefer. Once they vote, they’re entered. When the contest ends, a company rep will choose a winner at random.
Sweepstakes are popular contests, partially because they’re so easy for fans to enter.
Remember, you need to develop a contest that will help you reach your goals. Try a photo- or video-vote contest if your goal is to collect user-generated content.
Here are 6 Simple Facebook Contests You Can Set Up in 5 Minutes courtesy of DigitalMarketer.com:
One thing to note: Facebook frequently changes its terms and conditions for competitions, so if you’re considering running a Facebook contest this year, make sure you’re up to speed on their current rules.
Creating a unique and interesting page is what is going to make your Facebook page stand out from the crowd, and Facebook provides the opportunity to use apps to customize your existing Facebook Page in a way that enhances the experience for your customers. These apps are created by third party developers and there are literally thousands available for Facebook pages. However, these apps shouldn’t be confused with the apps that you can add to your personal profile, like games, etc.
4 apps are automatically created by Facebook, and you can use custom apps to add promotions, contests, stores, email sign up pages, videos and more.You will see Photos under your cover photo and the other three: Video, Notes and Events can be found by clicking Settings and then Apps.
Once you have added your custom apps, they can be viewed by your fans in two places: below your cover photo and on the left sidebar of your page.
In the following article, Emily Copp lists 32 useful Facebook page apps that you can use to effectively customize your Facebook page:
Pagemodo will help you create custom tabs for your Facebook Page. If you’re looking to add a welcome page, show maps, offer coupons, and feature your products, you can quickly and easily create professional Facebook tabs for your business.
Tabfoundry offers an easy way to build contests and custom tabs on your Page. Instead of pre-determined tabs, Tabfoundry gives you a blank canvas with handy drag-and-drop widgets. The Tabfoundry Campaigns app is free with a Hootsuite account.
Custom apps offer a range of powerful marketing opportunities for your Facebook page. They provide more functionality and help enhance the way you engage your audience. One thing to keep in mind though.
In the following article, Tim Kitchen provides a comprehensive tutorial on how to add custom apps to your Facebook page:
How to Add Apps to Your Facebook Business Page
Facebook is the undisputed king of social media advertising, and with over $11.4 Billion spent on advertising on the network in 2015, it doesn’t show any sign of slowing down any time soon.
Getting the most out of your business’s Facebook page is as crucial as making your website as well crafted as possible to satisfy the needs of your customer before they’ve even considered what it is they’re looking for.
Do you want to reach more customers through social media?
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In addition to Facebook’s standard business page functionality, you can add Apps that allow visitors to get a bit more from your page, such as expanded information on promotions, route maps, plus access to other social media networks.
You’ll see how the Timeline | About | Photos | Giveaway | More banner shown underneath the cover photo stretches to just over half of the page, and that only five tabs are visible without clicking More. This means that those extra tabs are almost invisible, so it’s crucial that your visible tabs are the most compelling, because the non-visible apps will get barely any engagement.
If you’re looking for a visual guide on creating custom tabs, here’s a quick tutorial on how you can create custom tabs on your facebook business page.
So, there you have it. Before you start adding apps, you need to first of all think very carefully about the goals and objectives you’re trying to achieve with your Facebook page. Just because you’re able to customize your page with apps doesn’t mean that you should.
There’s really no point in adding apps to your page if those apps are only going to detract your audience away from the specific goals and objectives you’re trying to achieve.