OK – wow. She had a lot of stuff to say, and said it fast. I was typing fast and furious, and definitely missed stuff. Including the actual title of her presentation 🙂 Definitely focused on Facebook marketing though. If you want some tips, tricks, and next steps for your organization’s Facebook Page, read on!
Big picture outcome for Facebook: Why are you on Facebook?Â
- goal is to choose 2-3 core outcomes that are aligned with your overall business goals
- key is to prioritize your outcomes – and don’t pile on too much at once
- be realistic, yet aggressive
- Your goal might be product promotion, relationship building, build authority, increase revenue, etc.
- Great point – if you have a Facebook Page, and no one’s doing anything there â€¦ you are wasting your time. So figure out what you want people to do next, and start planning for that.
Seven Facebook Marketing tips for Facebook Pages
#1: Know your Platforms
- profile vs Page.
- You can have only one profile, and it must be in your name.
- A Page is for your business to engage, promote and sell.
You need both!
- when you have both, you get double the exposure
- your profile will likely get more engagement
- you can only have 5000 friends with a personal profile
- You can’t target your Friends via Facebook Ads
- You can’t create opt-in opportunities on your Profile
#2: Add a Subscribe Button
- The subscribe button allows anyone on Facebook to view your public profile posts
- if someone subscribes to your profile, your public posts will now go directly into their News feed
- It lifts the 5000 Friends barrier
Why add the subscribe button?
- if someone requests to become a friend, they are instantly subscribed to your public posts
- people feel a stronger connection to you through your profile vs your page
#3: Impeccable Branding
- Use the Timeline cover to draw attention to something in your custom apps
- Point to stuff you want people to do
- What’s the next step you want people to do – point to that
#4: Create a Timeline Photo Strategy
- put up different photos
- If you’re advertising something, put that up.
Restrictions for Timeline Cover Photos (Facebook apparently has some restrictions for Timeline photos!):
- no price or purchase info
- no contact info
- no reference to Like or Share or any Facebook site features
- no calls to action
- no promotions, coupons or ads
- no URL
Cover photo should not be primarily text-based
Timeline cover photo strategy
- use text and images together
- Mari Smith ads notes to her audience in her timeline cover image
- change the image regularly – it makes it more interesting
- People are there to look at images, watch videos, have a little fun – so make it fun
#5: Create a Custom App Strategy
- Lujure.com – third party tool for creating a customer Facebook App
- customfanpagedesigns.com – another customer Facebook app company
- next step – what do you want your fans to do? Create opt-in opportunities behind the custom app.
- add stuff to subscribe to, sign up for, etc
- use action words for your apps – Sign up, watch, enroll now, etc
- keep people inside Facebook, and that helps build people’s trust.
Custom App How-to:
- showing how to swap positions, change names, etc. There’s an Edit Settings area. Use a Call to Action for the name of the app.
- Make sure to use a thumbnail!
Side tip: Grow your fan base first, then start using Facebook Ads
#6: Take advantage of the new Engagement features:
- this appears at the very top of your Facebook Page, and stays there for 7 days.
- Include a picture or a video, and a call to action.
- it stretches across the whole timeline.
- Do both on a weekly basis
- you can do this through Facebook now – you don’t have to use Hootsuite. Cool.
- at any one time, only 16% of your fans see your posts. Promote it, and Friends of fans will see it too.
- This costs money.
- Â You can only target with language and location.
Engagement is still the key to marketing smart on Facebook
- example – one guy does something, say creates something. Then tells people, and asks them to say yes (in a comment) and click Like if they want it. Comments count more than likes – so his engagement goes up.
- Don’t post unless you have a call to action. Ask people to do stuff! Ask for likes, comments, etc.
- Look at the current posts view weekly, and find the stuff that’s working well – then do more of that.
- Her most popular posts were because she ran Page Post ads – it helped her get more engagement. They are simply ads that let you click Like or leave a comment.
#7: Create an Image Campaign
- Images on Facebook are popular – most popular stuff on Facebook
- build a campaign around the images
- think about your content, and get that content in an image.
- gave an example of this – she created an image with a quote, and added the photo of the person who said the quote (i.e.., Seth Godin). People loved these!
- posted them one a day before a launch for a campaign
Create a lead generating visual campaign
- text based imageâ€¦
- add the link to the thing in the status update
- Use an image as a call to action – click Like if you agree.
Q & A: Facebook Groups. She uses them for niche or stuff with a narrower focus.
Q & A:Â Scheduling posts? You have to figure out the best time for your fans. So experiment to find the best time to post.
Q & A:Â Engagement ads – click Like if â€¦ type of an ad. When they click Like, they become a Fan of your Facebook Page.
Q & A:Â why send people to a custom app instead of your website? Current behavior – people want to stay inside Facebook. Build a strategy around the behavior people are already doing.
Q & A:Â how do you get likes? Add a like box on your website. They become an instant fan. Get active outside of Facebook.