There are basically two methods to promote your business on Facebook:
- Free: Create Facebook fan page, and distribute content free
- Paid: Run a PPC ad and drive targeted users to your page
Which of these methods is best?
Well, there is no right or wrong answer.
I strongly recommend you do BOTH!
Every marketer already knows that Facebook is the most popular social media networking site on the planet.
We can’t say what would happen next, but for now, Facebook is the no #1 site that will send you any amount of traffic and sales. The only concern is, can you handle it?
Are you taking full advantage of Facebook advertising platform?
If your answer is yes, then how much did you generate from your Facebook PPC campaigns last month. Okay, let’s assume that you earned $10,000 last month, why not scale it to $10,000 this week?
It’s 100% doable.
On the flip side, it’s possible that you have never made a dime through Facebook advertising. You only hear and read testimonials of brands that are killing it on Facebook. When will you share your own story?
Don’t be a sideliner: Discover strategies to turn Facebook into a lead generation machine, and grow a profitable business.
I want to show you the effective Facebook marketing strategies that your competitors may have have ignored. The truth is some of these strategies are actually alien to them.
The world of pay per click advertising is changing, and Facebook is not left behind.
In fact, Facebook continues to roll out advanced features every other week, all geared towards aligning your ad campaigns to meet user’s specific needs.
Whether it’s free or paid content distribution, Facebook should come to mind. A recent survey found that Facebook users share 2,460,000 pieces of content per minute, and it has the largest data transactions apart from Google.
That’s huge. You need to stand out – else, you’ll get lost in a sea of cute puppy posts.
Acxiom executives stated that Facebook’s database alone contains information of about 500 million active consumers worldwide, with an average of 1,500 data points per person.
I’m confident that if you run with these 10 strategies, you’ll literally dominate Facebook with campaigns that convert targeted users into customers.
Are you ready?
[fusion_builder_container hundred_percent=”yes” overflow=”visible”][fusion_builder_row][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][sociallocker id=”13364″] Click here to download it. [/sociallocker]
1. Communicate your message with clarity
Are you a B2B or B2C marketer? Remember that above everything else that you do on Facebook, your message needs to be clear. And your communication must be clear, too.
In 3 seconds, can you tell what this Facebook ad copy is about?
Sure, you can.
In the ad copy, three vital questions were answered. Here:
- Where is the offer from? Sittercity.
- For what purpose? Baby sitting.
- Who is the audience? Parents looking for babysitters near them.
Your content or ad copy should answer those three questions, too.
The fact is: You can’t do without social media marketing.
Even if 80% of your customers come from search engines, Facebook, Twitter, LinkedIn, Pinterest, and other giant-deck social platforms are great for relationship building.
You don’t build relationship on Google search.
Come on, how can you do that?
From 2009 to 2012, Facebook has become a critical marketing tool for 75% of businesses. Fast forward to 2015, and that number has increased exponentially.
Social media marketing is truly all about harnessing your inherent passion: building relationship with people, and meeting their needs.
In his book, Social Media Made Me Rich, the author Matthew Loop boastfully declared: “there has never been a better time in history for you to cash in on your passion.”
And he’s right.
The value of clarity of message can never be over-emphasized.
Social media platforms are “noisy.” Remember that.
If you’re not careful, your powerful content or ads copy might add to the noise, and you’ll waste both time and money.
Of course, you can share your content on Facebook, and creativity is essentially required. But don’t sacrifice the clarity of your message for creativity.
According to Marie Forleo, “clarity beats cleverness every time.”
Have you ever seen an ad on Facebook that didn’t quite resonate with you? I mean, you were actually interested in the topic (or offer), but the message was “blurred,” or the ad copy seems to digress from the normal.
Rather than clicking on the ad, you ignored it. As a user, you may not really know what has happened to such an ad copy – but in reality, the advertiser has lost a potential customer.
Who knows? Maybe you were the biggest paying customer they’ve been waiting for.
Whether it’s on your Facebook fan page, or your ad copy, don’t allow your target users to guess whether you’re the right person for them or not.
They should decide within 3 seconds of seeing your ad, or your page. When you look at the ad below, what comes to mind?
From afar, you can tell that the company/store is selling a shoe.
Okay, the store is offering a 40% discount on this particular red female shoe. There’s is no assumption. That’s what clarity means.
The same thing applies to your landing page as well. Be specific with your offer. If you’re giving away a free ebook after users subscribe to your email list, then make it plain.
Your landing page should agree with your ad copy, and your Facebook fan page – this is critical.
Once you’re clear on your message, irrespective of whether you’re promoting your sponsored post, sharing an image, or running a full-blown Facebook ad, it’s time to take advantage of what I call, “ready-made audience.”
Anyways, not to get you confused, let’s call it “Custom Audiences.”
2. Build loyalty with Facebook Custom Audiences
Are you building loyalty with Custom Audience?
An online retailer recently tapped into Custom Audiences. The result was impressive. When the campaign was active, the retailer experienced an average last-click ROI of $32 for each $1 spent.
Here’s how Facebook Custom Audience works:
A quick story before we delve deeper into Custom Audience.
I’m an archer, and I can tell you without mincing words that aiming at a target that you’re familiar with is pretty easier, compared to a new target.
The same thing applies to Facebook marketing. You’ll see better results when you align your content (campaigns) to those whom you already know.
For example, if you’re an influential digital marketer, and you frequent Moz – participating and answering questions, then by now the audience knows you.
To a large extent, when Moz’s audience sees your ad, they’re more likely to respond, because they trust you.
“Custom Audience enables you to reach prospects and customers you already know with Facebook ad.” You can target your ads to your website audience.
To truly aim at people you already know, instead of assuming or guessing, here’s what Facebook recommends:
“You can upload a list of email addresses or phone numbers of at least 20 people and we’ll deliver your ad to those people if they’re on Facebook. You can also build audiences from the people that visit your website or from people who use your mobile app.”
As you can see, you can actually reach out to people in your contact list, such as friends, family members, colleagues at work, business partners, acquaintances, fans, and so forth.
Instead of letting this people discover you, you take the bold step to optimize your content for them. In other words, you “discover” them.
If you want to reinforce your brand, and increase lifetime customer value, order frequency, and loyalty, then use Custom Audience targeting.
Of course, since they know you (even if they can only recognize your name), including that in your ad copy could help.
There are 3 specific tools for creating a Custom Audience:
- Ads Manager
- Ad Creation
- Power Editor
Power Editor is my favorite. Because of the flexibility and extended features.
Here are the simple steps on how to create Custom Audience using Power Editor:
i). First step: From the left panel, click on the “Audiences” tab. Then click “Create Audience” and select “Custom Audience” from the drop down list.
Give your audience a name and description that you can remember when you refer to it next.
ii). Second step: Upload your contact list – This should be a file containing your email list subscribers, phone contacts, and fans.
An email list is the most popular custom audience that people use on Facebook, probably because marketers take pride in building email lists, and marketing to them.
It’s a different ball game with your phone contacts.
So, before you upload and email list, make sure it’s only one column and only has valid email addresses.
iii). Third step: Be patient. You may not see your Custom Audience active. That’s because it takes Facebook up to one hour or two to authenticate your contact list, and reconcile it with users who are on your list.
Don’t expect 100% of those in your contact list to appear on your Custom Audience.
That could happen, but even in real life, nothing is perfect. Expect 25-80% of those email addresses to match up to Facebook users. That’s fair enough.
Once the email addresses or phone contacts have been successfully added to Custom Audience, the first thing you’ll want to do is increase page likes.
If you’ve been delivering value to these people, getting them to like your fan page will be easy.
After all, 59% of people “like” brand pages on Facebook to get informed about their activities, and get access to exclusive content.
As a digital marketer who sells information, you need to always give people a reason to believe in you.
The trust that your audience have for you in 2015 may not suffice the pressures of 2016. You need to continually dazzle them with your uniqueness, and offer enormous value.
Custom Audience targeting is a powerful way to lower Facebook ads cost per click (CPC), increase ad copy conversion rate, and make more money.
HubSpot, StarBucks, Toyota, and the like are using Custom Audiences already and seeing dramatic results.
As an example, Zappos successfully manages a $10 million Facebook ad strategy; and Custom Audience is one of their pivotal tactic.
3. Leverage LookAlike Audiences to maximize clicks
Custom Audiences can only take you far.
It’s time to pivot your Custom Audiences by digging deeper, and aiming your ad at the RIGHT audience.
Banana Republic, a global brand with a core goal of reaching a younger demographic.
In order to expand, they employed Facebook Lookalike Audience. See the sample ad copy below:
As expected, the retailer got a higher click-through rate (increased by 60%) compared to other display media.
It’s your next best shot.
Earlier, we discussed Custom Audiences because of its importance in helping us generate Lookalike Audiences.
In a nutshell, Lookalike Audience is an advanced feature that allows you to reach new people who are laser targeted to your business, because their behavioral pattern is similar to customers you’re passionate about – or care about.
To get started, your Lookalike Audience can come from different sources (e.g., people who visited your landing page, your blog readers, or people who like your Page).
Note: When optimizing for Lookalike Audience, you need to stick to one country at a time. That’s what Facebook allows – and you need to adhere to it if you want to get the most results.
Lookalike Audience is a smart way you reinvent your Custom Audience, and expand your reach so that only the best & targeted people on your list sees your ad.
Advertising on Facebook can be expensive, if you’re not familiar with the platform and audience.
According to Jay Baer, CEO of Convince And Convert, “Facebook ads cost $0.21 per click in the fourth quarter of 2013 globally, when purchased on a cost-per-click basis.”
In Q1 of 2015, the CPC across different industries has either increased dramatically, or remained the same.
When you add your email list subscribers to your Custom Audience, you already know that not all of them will respond to your Facebook ad, even if they trust you.
The reason is because not all of them are buyers.
Some are sideliners: people who haven’t made up their minds to purchase a product/service. You want to eliminate these people from those that will see your ad.
For example, maybe you’ve some people on your Custom Audience who are job seekers.
Since you’re not providing a job opportunity, but an information or a physical product, you wouldn’t want to target these people.
Note: These free users who will never buy your product may actually click on your ad. They can waste your clicks and money, if you’re not careful.
Through Lookalike Audience, you can change all of that.
Remember to always create a Lookalike Audience using Power Editor.
Here are simple steps on create a Lookalike Audience:
i). First step: Click on the Ad Tools drop-down tab at the top right of the Power Editor. Then, select “Audiences.”
ii). Second step: Click on the Create Audience drop-down tab at the top left. Choose “Lookalike Audience.”
Next, you’ll see a dialogue box that looks similar to this:
iii). Third step: Inside the “Source” text box, select the specific page which you’ve control over. Here’s a typical example from Jon Loomer:
Move on by setting your preference. I prefer the …a Custom Audience (including a Website Custom Audience or Mobile App Custom Audience)…
Or, just stick to the Conversion Pixel.
To complete your Lookalike Audience creation, you’ll need to select a country (your native country should be chosen by default).
Remember that both Custom Audience and Lookalike Audience requires only one country at a time. However, you can always create and optimize for other countries afterwards.
Make sure to use the slider to optimize for Similarity or Reach. Facebook makes it easy for you to pick your own audience size by moving the slider bar.
In the screenshot below, Jon Loomer aimed to reach a potential audience of about 23 million people. Just by moving the slider tab slightly to the right side.
Give Facebook time to approve your Lookalike Audience. Once you’re live, you can target this specific group of people who care about your business.
As an example, when hosting a webinar on how to get Twitter followers, and you target Lookalike Audience, then, your ads will only be seen and clicked by people who have attended a similar webinar, or indicated interest in webinars.
Don’t just create Custom Audience. Take a step further and target those who are 99% interested in your offer.
Brands that do this consistently have recorded terrific conversions.
For example, Artfinder.com, the art ecommerce site used Facebook Ads with custom and lookalike audiences to drive targeted audience to their site, and achieved a 100% increase in sales and a 75% increase in subscribers respectively.”
4. Capitalize on human nature: build strong engagement
Is it too late to get on Facebook and build an audience from scratch?
I don’t think so.
Whether you want to promote your business for free on Facebook, or run a PPC ad, there’s one thing your target audience is asking for – Relationship.
It’s human nature.
People want to connect, communicate, and share thoughts. Scientific research has shown that, “thoughts can be transmitted from one person to another. This is known as “Telepathy.”
Come on, isn’t that what social media is all about?
Except of course, it’s a physical transmission of thoughts, ideas, opinions, using written content, videos, audio, images, and interactive media.
Forget about the “marketing” for a while. Think about…
Here’s how the Merriam Webster Dictionary defines it:
“relating to or involving activities in which people spend time talking to each other or doing enjoyable things with each other.”
There must be a two-way communication between you and your Facebook fans (including those on your Custom and Lookalike Audience). These are people who trust you with their personal information.
Share valuable content only. Pat Flynn truly understands how to engage his audience on his Facebook page, by making a promise, and fulfilling it.
Don’t just blast content that will not benefit your fans and customer. It’s a dead end.
According to Ravi Shukle of PostPlanner, “Relationships don’t happen via Broadcast.”
It’s high time you build a community in your Fan page. That page is not for sharing your latest blog post, or information product only. Give your fans a break!
Marie Forleo, the Founder of Marie TV has one of the most vibrant and lovely community on Facebook. Take a look at the engagement she got on her new post:
Become a resource – someone who looks out for the good of his fans. Don’t see them as fans, but as humans beings with flesh, blood, and bones.
5. Stay focused: Expand on what’s working
When it comes to Facebook marketing, remember that…
All tactics are not created equal.
Most people fail miserably at promoting their fan page using paid ads, while others smile at it. It’s normal.
As a rule of thumb, when you find a winning tactic, stick to it. Stay focused: expand on what’s already working.
Smart people don’t reinvent the wheel.
Instead, they determine exactly why a particular content marketing strategy is working, then do all they can to improve performance.
In digital marketing, growing an audience of 1,000 email subscribers is typically the benchmark for most people. Now, there are marketers who achieved that benchmark through guest blogging.
I mean, the guest articles they wrote generated enormous traffic, email subscribers, and even sales.
Then, out of the blues, someone sold them on the idea that a new traffic loophole has been discovered. Well, who doesn’t want to suck her enemies dry.
As you would expect, this hitherto successful digital marketer abandoned guest blogging, and started experimenting on the new “secret.”
Don’t do that.
Don’t neglect what’s already working for you. If you’re smart like I am, you would learn all you can about that “effective” system, and scale it.
As a company, that was exactly how Facebook grew like a speeding bullet.
Noah Kagan, who was an ex-Facebook staff said that when Facebook realized that address book importing resulted in new users signing up (especially when they email those in the address book), Facebook quickly added it to their onboarding process.
This is growth hack. Because the focus is on “growth.
Facebook always like to take advantage of a working system. So, now that they have seen the potentials of address book importing, they integrated every address book method (such as Gtalk, Skype, AIM, etc.).
Facebook went as far as buying a company that specializes only on address book importing. Isn’t that remarkable?
“They could have stopped after adding it to the on-boarding process, but it was working so they made it work harder,” Noah boldly declares.
6. Create simple, and irresistible call to action
Is your audience responding to your [/fusion_builder_column][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][call] on Facebook?
By “call,” I’m talking about your posts, your status updates, events update, ad campaigns, and so forth?
Your call-to-action is important. Always remember to promote a benefit, not a product. Because, you don’t want to appear salesy to your audience. Do you?
You’ll discover how to improve conversions in this section.
If you’re yet to reap the rewards of providing real value to your Facebook fans and customers, then, you need to pay rapt attention.
Your call-to-action is the tipping point/gateway between your ideal users bouncing off and converting into customers or loyal fan. So, take it seriously.
Make no mistakes about it: Call-to-action (CTA) is simply an instruction, telling your users and customers what to do.
After you’ve delivered value, people will be expecting you to give them your premium offers.
That’s where a CTA comes in.
However, because of the incessant noise on Facebook, you need to create a simple, and irresistible call-to-action.
Like I said earlier, you don’t have to be clever or overly creative here. Just use a simple button, or hyperlink that further tells the user the next action step to take.
Here’s a simple, clear, and catchy call-to-action on a Facebook ad copy:
At a glance, you’ll agree with me that the ad is aimed at getting people to “Like Page.”
But, when you’re looking to get sales or email opt-ins, you definitely have to use an anchor text or copy that’s relevant.
More important, always inspire action in your copy. That way, people will feel a nudge on the inside. Additionally, stick to one call-to-action format in your ad copy.
Here’s a great example from OpenSky.com:
7. Hack your email signature: Include your Facebook URL
Growth hack comes in different dimensions.
At the end of the day, the main objective is to initiate and achieve a sustainable growth.
Whether you’re looking to get more Facebook users to like your page, or see your ad, you can leverage your email signature.
The beauty of it is that when a prospect subscribes to your email list, you start to building relationship with them. Eventually, they’ll come to like, trust, and run with your ideas.
Once the trust is there, when you send a newsletter to them, your open rates will increase. Your list members will also respond to your signature. And you know what follows next – CLICKS.
Since your email subscribers trust you, why not add your Facebook address (your fan page) in your signature. That way, every email you send increases your chances of getting a new Facebook fan.
The resource links below will guide you on how to add your social media profile and fan pages to your email signature:
- How to Add Your Facebook Page Address to Your Email Signature
- Use Email Signatures to Get more Facebook Page and Twitter Followers
8. Stalk your fans: share content at the appropriate time
What is the best time to share content on social media networks?
In particular, when should you post content on Facebook in order to get the most shares, comments, and overall engagement?
Well, that’s a difficult question. Because I don’t have the answer.
Okay, here’s the answer:
Test it out.
Neil Patel has conducted an exclusive test to validate this argument. One of the data he shared shows that, “86% of posts are published during the workweek with engagement peeking on Thursday and Friday.” See infographic below:
But I strongly recommend you post at different days & times on Facebook. This would help you ascertain engagement levels.
Just like landing page elements, there is no better position to place your form or testimonial. Of course, you can make assumptions. But you can only be 100% sure, when you split test it.
Listen up: The best time to post on Facebook has nothing to do with when your users are logged on.
I’m actually talking about the best time when you can garner the most shares, and engagement for your post.
After conducting series of tests, Sara Piccola was able to cut down on the 6 best times to post content, if you want max. engagement and reach:
- 6 a.m.
- 10 a.m.
- Noon to 1 p.m.
- 2:15 p.m. to 3:15 p.m.
- 2 a.m.
- 9 p.m.
Truth be told: these may not be your best times to share content on social media platforms. Worse, it might even be your worse times. Oops!
A lot of experiments have been conducted by influential social media and content marketers to determine the best times to engage your audience on different social platforms.
Thanks to Julie Neidlinger from CoSchedule.com, for compiling these awesome experiments:
Now, we’re seeing some surprising data points here. Both Huffington Post and Buffer in their experiments found that Thursdays and Fridays are the best days to post on Facebook. In fact, both equally agrees that best times ranges from 1:00pm – 3:00pm.
I think we should agree to this time, because Neil Patel also found 1.00pm to be the perfect time to post on Facebook. When you post by 3:00pm, you get the most clicks.
But I’ve to brutally honest with you, my best days and times may not be yours.
It all boils down to this popular saying:
“Different strokes for different folks.”
9. Install conversion pixels to effectively measure your campaign
As Facebook continues to evolve, you should evolve too.
Because if you remain where you were in 2015, you might wake up one day and realize that your marketing tactics are outdated.
One of the things that you can do to always stay at the forefront, and effectively measure the effectiveness of your campaigns is to install the conversion pixels.
Using conversion pixel tracking, Jon Loomer was able to maximize ROI on his ads.
In one of his ads, he spent $31.81 and generated 13 conversions, with a $287 conversion value.
Sure, you might have your conversion pixel installed, but if your numbers aren’t adding up, then, you may have been comparing conversion numbers from the Facebook referred conversions reported by Google to the conversion numbers that you see on your Facebook advertising dashboard.
If you look at the chart above, you may assume that Facebook is over reporting conversions. But that’s not the case.
To throw more light on this, I’ve a question for you: “When you run Facebook ads, and your conversions went up by 23%, do you know 100% how many of those conversions came from your ads?”
Something else may have caused it. Don’t you think so?
You see, we’re beginning to guess. And that’s not realistic. Guesswork or assumptions will cripple your social media marketing efforts.
But here’s the good news: When you install conversion pixel and begin to track your campaigns, Facebook can show you the number of people who visited your site page from your ad.
All you need is an offsite pixel.
This simple code tells Facebook which users visited your page, and the exact action they took (e.g., clicking your about page).
Isn’t that wonderful?
When your offsite pixel is properly set up, you can easily optimize for these conversion types:
- Adds to cart
- Key page views
- Other website conversions
You can see all conversion types from the drop-down list:
Before you install a conversion pixel on your site, Facebook had announced that they’ll be removing the conversion tracking pixel in the second half of 2016.
But you can use the Facebook pixel instead, when they eventually effect this change.
In a Nutshell: To get started tracking how your ads are performing outside your Facebook account, all you need to is a piece of code (Offsite Pixel) that Facebook provides.
You’re required to copy and paste the code as it is on specific pages of your site that you want to track. You’re not limited on what to track. You can track conversions, too.
However, to a large extent, tracking clicks will help you make better decisions.
In the meantime, here’s how to generate and install the conversion pixel.
If you’re a WordPress user, this guide would help you insert the Offsite Pixel into your blog pages.
Make sure that your code appears between <head> and </head> on the web page where you want to track conversions.
10. Use remarketing to re-engage lost users
According to Wishpond, “only about 5-8% of your website visitors will convert on your page.” It’s got nothing to do with your landing page design.
Even if it’s 100% perfect (I doubt), there are website visitors who will never buy on their first visit.
Already, it’s redefined marketing. And savvy Facebook advertisers are no longer wasting money on clicks and higher CPC.
They’re now spending more money recovering lost customers who “ACTUALLY” visited their page, but didn’t purchase a product or respond to an offer.
In its Facebook by the Numbers 2015 survey of 1,000 marketers, AdRoll found that B2B companies increased average spend on Facebook retargeting by 51%. And retail companies increased their investments by 26%.
That Custom Audience which you created earlier will come in handy here. Because remarketing works best when you target users who are interested in your offer.
With Facebook Remarketing, you’ll aim your ads at people who have visited your website or landing page before, but didn’t convert.
In other words, this group of people didn’t opt-in to your email list, requested a quote, purchased a product, or joined your training program.
See Facebook Remarketing in action:
Most advertisers don’t remarket to their site visitors, because they don’t want to piss them off.
So many bloggers installed a similar fear file, when popup email capture plugins were developed. Yes, there are those who still hate pop-ups, but the majority of blog readers don’t find them intrusive at all.
And marketers are building their email lists at the speed of inflation.
In the same vein, most consumers/Facebook users don’t see Remarketing intrusive.
If your offer is super-relevant to them, it’s better to show your ads than hoard valuable information that will change their lives.
This has been an exhaustive Facebook marketing strategies. I’m confident that you’ve learnt one or more things today.
To get you really soaked on the potentials of reaching out to your ideal customers on Facebook, the Power Editor has got some “Power” for you.
Do more with it. Create your ad campaigns, both Custom and Lookalike Audiences with the Power Editor: It’s much more rewarding.
Stay focused and consistent. As I earlier advised: If you find that a particular marketing tactic is producing results, don’t deviate from it.
Forget the next shiny object. It’s a trap to snare you.
Double down on what’s working, and scale it. That’s how to use Facebook social networking features to reach your target audience, build strong relationship and engagement, as well as increase your revenue.
As usual, have you tried any of these Facebook marketing strategies? Share your results or experience in the comment box below. See ya!