With the social media surge, I often find it difficult to figure out exactly how to market our services effectively. There are just so many platforms to keep track of, and it can get very overwhelming. Can you relate? Recently, I attended the 2011 Facebook Success Summit, where I had the pleasure of watching webinars hosted by some of the Social Media greats, such as: Guy Kawasaki, Andrea Vahl, Amy Porterfield, Robert Scoble, and more. In one of the webinars, Mari Smith spoke about steps to have a successful marketing strategy on Facebook. I found this webinar to be helpful because it mapped out clear steps for a compelling Facebook campaign. The best part about it, for me, is that it is simple! In an age where time is money, what can be better than minimizing time spent on social media? In this webinar, Mari highlighted 5 key points for great Facebook marketing:
Start by customizing your Facebook page to what you think your intended audience will like. There are so many different ways to do this through calls to action, landing tabs, and personal branding. Clarity also involves being engaging and playful. Ask yourself: why do you want to attract a certain audience? For years I have been going to wine tastings, and always enjoy trying new wine. One of my favorite wines is a Malbec from Cupcake Vineyards. So, I decided to check out their Facebook page. I was pleasantly surprised by a very clear call to action. Immediately it showed where to like the page, and promoted a sweepstakes, if you did so:
Make sure your posts are always appropriate, and to the point. Most people have short attention spans, so pique their interest while you can! Remember that photos, images, and videos have a higher edgerank. In this Mashable post below, the commitment is right up front. The superman-esque picture, along with the straight forward article “4 Ways to Convert Facebook Fans into Super Fans” helps the reader know right away whether or not they want to read it. They know that if they read this article, they will learn 4 great tips. For someone like me, I want to know right away whether this is an article I should read or not.
Almost everyone wants to feel connected with people, companies, and brands when they are on Facebook. Engage your fans. Respond to their posts, even if it is days later. People want to know they matter. One of my all-time favorite singers is the “acousticy” Michael Tolcher. He is driven to write music, play music, and tour simply to connect with his audience. And that is exactly what he does. He currently has nearly 5,000 fans on his Facebook fan page, but takes time to respond to nearly all fan comments. As a diehard fan (over the last 6 years, I have been to nearly 15 of his shows), his engagement makes me appreciate his music even more. This in turn makes me purchase more tickets, albums, shirt, posters, and so forth. Undoubtedly, as humans, we want to feel connected to other humans! Here is a great example where a fan mentioned to Michael about doing a show in a certain area, and he responded positively, but also gave room for the fan (Ricky) to have a voice (heck, he even offered to let him play during the show, as well!):
Tell your fans about upcoming promotions, contests, information, and more. Keep them coming back. Make them excited to go to your page! I have learned a great way to do this. Being an avid shoe lover I regularly visit DSW Designer Shoe Warehouse’s Facebook Page. For a while, every Tuesday at noon, they had a contest to win a free pair of shoes. That was a great campaign that kept me coming back every week. I mean, who wouldn’t love a free pair of shoes?
Let people know what they have to do (call to action). Make your page appealing enough to cause a viewer to convert to a fan. Have free giveaways! Are you at a loss for effective ways to do this? View other successful Facebook pages. Get ideas from other thriving pages. A great example of this is Coca Cola. Ever since I was young, I have been a huge fan of Coke. On their fan page I was pleasantly surprised to see “fan downloads” such as: wallpaper, screensavers, and emoticons. What better way to appeal to the audience, and convert them from Coke-drinkers to Coke-lovers?
Here’s to the 5 “C’s to help you effectively market your Facebook page—clarity, content, connection, campaign and conversion. There are so many great examples. So go out and find your own little niche in the social media world.
Are you using one of these “C’s” effectively on your page? This is an opportunity to promote yourself a little here. Or if you have any questions, or need some feedback on Facebook page marketing, you can contact us on our website, Facebook page, blog, or in the comments below.