Many of you follow and listen to Mari Smith's webinars. She is a teacher of Facebook best practices, and held a webinar on Monday that we had a chance to catch. The following are notes from the webinar and my thoughts on what lies ahead for the New Year!
Much of the following is review, but for some small businesses, they will be good reminders, and may just be the fire under the carriage to take action while we ramp up for the busy holiday season!
1) VIDEO - This is nothing new, however many businesses either don't know how to incorporate this into everyday practices, or just aren't sure what would be interesting to followers. Tips-> You want to make people laugh, cry or say 'awww.' You may want to define a strategy of education or entertainment, with an end goal of sales, email list entries, etc.
2) NATIVE LINKS - Just a short few months ago, links were not in favor, but now 'native' links, meaning your own original links to content, are in favor as Facebook tries to deliver news to the world. A blog is a great way to share individual content which increases SEO. Another feature 'Save link' increases Facebook's algorithm for your content when people save your link for a later time. Make sure your link images are 1200px by 628px.
3) I may have fallen asleep because I missed this one! I will fill in once I receive the slides.
4) PERSONAL AND PERSONALIZED CONTENT - Again, nothing new here but I do find that for some businesses it is hard to figure out how to personalize the brand. Many don't want to show behind-the-scenes, or aren't comfortable being the face of the business. Try and determine what you can do to tell a story with value to your customers or clients.
5) ADVERTISING ON FACEBOOK - We have spent the last year really trying to hone in on best practices for advertising on Facebook. What is working now is uploading your email list, seeing if those addresses match the ones people login to Facebook with and send a targeted ad to those people. They have already made contact with you, know you or your brand, so it makes sense to advertise to them for an event or promotion. We are still learning to balance highly targeted ads, with general ads to the masses.
6) RETARGETING - This isn't mainstream yet, but we will see this more in the coming year, and marketers will be able to use this as new segmenting option. Simply put, if someone is online looking at cookie cutters, they may then see an ad for cookie cutters on Facebook. It's a little bit like big brother, but this how the big guys are playing right now.
7) FACEBOOK INTEGRATION - We all have, or should have, a Facebook icon linking out from your website to your Facebook page. But you can also have an emedded Facebook 'Like Box' so people can actually like your page from your website. In your profiles for other social media sites, you'll want to add a link back over to your Facebook page.
1) POSTS ARE ALL THE SAME - People get bored! Try to post different and varied posts. Videos, links to other websites, images, funny quotes and quirky news, all with a goal in mind. We always recommend the 80/20 rule, where your content should only be 20% about your event, promotion, products, etc., but the other 80% should have some relation to your industry or fans if you know them well enough.
2) NOT RESPONDING TO COMMENTS - When fans and followers make a comment or ask a question, it is highly important to get back to them within the hour. If you don't know the answer to the question, tell them you will find out and get back to them when you know. Having a person in place to be the keeper of comments and questions is important.
3)ADVERTISING TO EXISTING CUSTOMERS - If you are promoting the same event or product a second time around, make sure to filter out customers who have already purchased that product or attended that event. This is an advanced tool through the advertising platform, but it is worthwhile to know how to do it.
4) AD FREQUENCY OVERDONE - Depending on how you've targeted your ads, when you watch the frequency report, it will tell you how many times the ad has been shown. Ideally, you only want it to be shown 1-2 times. If the ad has been shown to the same person more than that, you run the risk of that person unfollowing your page.
5) NO INTEGRATION BUTTONS ON WEB - See #7 above
6) QUITTING FACEBOOK - By now you've seen how some pages have taken down their page on Facebook. I've considered this myself, and am in the process of customers to other social media platforms that may suit them better. BUT, when it comes to advertising, there really is evidence that the ads work. I've filled workshops using this technique, and have grown page fans for certain clients. I've also seen the ads fail, but I think it's necessary to keep finding new ways to use the advertising platform, especially with the inexpensive entry point.
ONE BIG GROWING TREND!!
GIVING AWAY FREE CONTENT AND THEN OFFERING A HIGH END INVITATION TO PURCHASE.
You'll typically see this with online marketers who give away free tips and tricks on how to increase traffic, advertise on Facebook, etc. After they teach you the free content they'll offer you a chance to work with them personally for a million dollars, or go through a training course with even more tips and tricks.
So there you have it! Mari Smith's Facebook webinar in a nutshell. Hoping this helps you as you head into the Holiday season and the New Year. As always, if you need help in any of these areas, give us a shout, a phone call, a comment or stop by our office.
Blessings and Cheers!
*NOTE - "Only 6% of people are seeing your content! (I actually think this is lower.) According to Facebook, on any given day there is the potential for a person to view between 1500 stories depending on how many pages and friends they follow. Facebook uses 100,000 algorithms to dwindle that number down to around 300 stories!
*DO - Post more outside of business hours, or outside of the time frame you normally post in. Many businesses post early in the morning, but forget to post at different times throughout the day. Use the time stamp on your post to create a link to share on other social media sites to send people back to your Facebook post.