As a B2B marketer, you understand the importance of Facebook as part of your inbound marketing strategy. With more than one billion monthly active users on Facebook, marketers know that the social network king holds more potential than ever to get their name out there, spread their content, and draw more people to their site.
But marketing on Facebook is about more than just having a large fan base. Do fans interact with your brand and respond positively to your posts? With all the time you spend publishing your latest company news and offerings to your page, do you see the benefits of having those fans become actual customers? Here are some tips to make the most of your company Facebook presence:
Create a Facebook Marketing Plan
The first step to efficiently gain qualified leads and customers through Facebook is to create goals and a strategy. Here are some steps to determine the best plan for your business:
- Quantify Your Goals: Use your current Facebook analytics to determine some relevant marketing metrics to watch. These may include your goal target clickthrough, prospect to lead, and lead to customer conversion rates. Having set numbers will allow you to easily analyze your results.
- Review Your Buyer Personas: In order to increase your number of customers through Facebook, you need to be talking to the right audience. Study up on your buyer personas and what your ideal customers want to see in their Facebook newsfeeds, so that you can give them content that best suits their needs. To understand what your fans want, you’ll need to closely monitor your company’s Facebook page. This means hanging back and listening to what fans are talking about on your page, as well as capturing actual traffic analytics.
- Create a Unified Campaign: What you do on Facebook should go hand-in-hand with the rest of your marketing in order to maintain a consistent brand image that resonates well with your audience. Make sure what you’re posting and offering on Facebook is integrated with the rest of your marketing efforts.
Increase Your Facebook Reach
Converting more customers through Facebook starts by increasing the number of people you reach through the social media site. Here are some points to consider in order to increase your number of Facebook fans:
- Frequency: According to Bit.ly, the half-life of a Facebook post is only 3.2 hours. Posting frequently will ensure that your messages stay at the top of your fan’s newsfeeds.
- High Quality Content: Don’t sacrifice quality just to post more frequently. People want relevant and useful information that is pertinent to their industry. So stop the spam.
- Timing: Study your previous Facebook analytics to see when your posts have the most interactions and highest clickthrough rates.
- Images: People often skim their Facebook newsfeeds or a company page. Use attention-grabbing visuals to make your content stand out.
Create a Content Calendar
Creating high quality Facebook posts and offers requires time that you may not have. A content calendar that includes what you want to post and when to post it to Facebook can help you keep organized and up-to-date. Use a social media publishing tool, like HootSuite or Hubspot, to automate your posts. This will ensure that you have a consistent flow of content being published.
Your content calendar should include everything from specific offers to industry information that you want to share with your fans. Remember to schedule posts that promote your latest blog content.
Participate in the Conversation
Your Facebook business page offers the opportunity for customers to engage with your brand in a two-way conversation. In addition to posting content to your Facebook business page, you should also be responding to what your fans are posting on your page and elsewhere on Facebook. Used effectively, Facebook is a great resource for identifying potential prospects. How?
- Like Pages: Scan the pages you’ve “Liked” for any opportunities to join the conversation and help where appropriate with answers to questions or offers of relevant content.
- Graph Search: Sign in to Facebook and type your long-tail search queries into Graph Search to find pages related to yours. Long-tail keywords are search queries composed of three or more words that are more specific than keywords alone.
- Join Groups: Join groups where your potential prospects can be found. Engage with people from the groups or pages directly on their profiles.
When done well, your company Facebook page can strengthen your relationships with customers and also forge new ones. These tips can help smart marketers realize the full potential of Facebook to convert fans into leads and customers.