The Secret of Getting More From Your Facebook Fan Page

By Bob Phibbs

Facebook fan page marketing facebook fan marketingThere are many marketing articles written about how to get more fans on Facebook, and how to get more likes.

This isn’t one of them…

This is a post on how to get your Facebook fans to actually read your posts and use Facebook to market and drive traffic to your own website.

Like most marketers, I’ve noticed through Facebook’s Insights report, that my Facebook Fan page organic reach (those people who see my posts and then click like, or click comment or share) has gone down...

And gone down a lot.

That’s because, unless I pay to advertise a post, it will only have minimal exposure.

More often than not, when you post, your Facebook fans miss your stuff. And as more posts enter your fans’ news feeds, your posts drop to the bottom.

They are out of sight, out of mind.

While you can post more often and it won’t cost you a dime; it could clog up your fans’ news feeds. Like you, I’ve unfriended people who’ve done that.

Here’s the news…

If you want to be seen, you’ll need to pay... but not very much.

Facebook realized it had to monetize what is essentially a free service. But there are two common mistakes retailers make about ads on Facebook:

1) They take out an ad without the correct demographics and 2) They haven’t done the more important work of coming up with content that really engages their followers.

You should fix Number 2 first. Come up with a list of common problems your customers are trying to fix.

If you’re stuck on content, pickup a couple of magazines like Men’s Health or Home & Gardens and substitute a product or service of yours into a headline. How To Select The Right Wine For Dinner, 4 Easy Steps To Help Your Child Sleep Better, 3 Common Home Repairs You Can Fix In Five Minutes. You get the idea?

Then write about 400-500 words sharing your wisdom about the headline. We used to call these articles, now we call them blog posts. Keep reading, you can do this…

Think of a blog as just a series of articles. They are on your website, they are your online magazine of sorts. The more valuable the information, the more it will be read and shared with your readers and the more Google and the other search engines will raise the ranking of your website.

You want to share these blog links on your Facebook Fan page so your Facebook fans will go to your website and read them.

You then need to pay Facebook in order to share these important blog posts with those who are most likely to want to read them.

I normally post about ten times per week on Facebook. The ones I pay for are the ones with a clickable link to my website. Those I don’t pay for, don’t have the website link.

I do this because I’m killing two birds with one stone; I’m paying for it to be seen on Facebook, and in turn, I’m getting traffic to my own website.

The free posts really just boost traffic to Facebook.

You want to pay for posts that boost traffic to your website.

This isn’t for a cute cow picture, a Keep Smiling platitude or kitten videos. Actually you don’t want to put anything like those on your Facebook Fan page in the first place, but that’s another post.

You want business. You want engagement. You want to tell a longer story than you possibly can in two lines.

As you build your online presence, you want to get people to your website where they can order things online. Especially if you have premium goods and can show how your product solves a problem for your customers.

Did you know that you could do this? I find many people don’t.

No, you don’t want to throw money away, but you do want to use advertising dollars on Facebook.

I’m hearing many retailers say Facebook isn’t working for them. Of course not if only 2-4% of your fans are seeing your posts!

It isn’t that Facebook isn’t working, it’s that their model has changed. They are showing posts from people who pay to promote over ones who post for free.

For 6600 of my fans to see a post for $10 is much cheaper for me than using direct mail. Customers don’t get mad like they do when they find fliers on their cars, or when they receive an unsolicited phone call or discover a card rubber-banded to their doorknob.

Now, I’m not talking about boosting a post. You don’t set a budget of $10 by clicking on the blue box that appears when you post and reads Boost Post.

Placing an ad and boosting a post are two different things and if you’re just using Boost Post, you’re probably missing much of your target audience.

I thought Boost Post would get my fans to see my post - but it only works in some ways. The sticking point is you have no choice who sees boosted posts; Facebook shows them all to not only your followers but also to your followers’ friends.

If you use a boosted post more than once a week – which I did – your friends’ friends are seeing your boosted posts more and understanding them less and less.

Which means your marketing money is being wasted.

On the other hand, a paid ad has a target audience that you pick.

In Sum

I predict virtually no Facebook fan content will be seen without a paid ad unless it is organically shared. That means you want to look at paid ads on Facebook as a necessary evil but one that is still much more targeted and likely to be read than a mass mailing or pay-per-click ad.

That also means you need to create quality content for your readers – not just a link to someone’s kitten video or one of those silly I got… quizzes.

Do what I did on Facebook and you’ll find your engagement going up and your reach as well.

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