James Schramko is one of my mentors and a highly respected online marketer. He is such an awesome guy, and I was lucky enough to be featured as a guest on his successful podcast sharing my insights into getting the most of your Facebook marketing.
Listen to the recording here.
You’ll discover how I upgraded James’ Page to improve his Facebook Marketing efforts and drive opt ins. You can see the Custom Tab we created for him on his Facebook Page. This is a great example of providing great value for your existing and potential fans all while building your list with Facebook Ads.
If your Facebook Page needs an upgrade, we will create a fully branded solution and email capture tab for your page that grows your list and your likes all while improving your Facebook Ad Conversions. If you want to know more, take a look here.
I know Facebook can sometimes seem like low down, dirty, money-grabbing scoundrels. They change things all the time and it seems like they want to make it tough for businesses to be seen, but this time I have to come to their defence.
Even with the algorithm change in late September, you have never been able to reach all your Fan’s news feeds for free. It just has never been possible. In order to make sure they saw your messages, you have always needed to use Ads targeting your fans to get in front of 100%, and even then they would have to log on to see your ad.
Facebook is not an email marketing service. You get to show up in more of your Fans news feeds the more your fans like, interact with and share your content. This means it’s up to YOU not Facebook to get your stuff seen by more people.
Now before you go telling me how you don’t think it’s fair to pay, then there are options where you can increase your visibility for free. Just post more engaging and valuable content more often. Your audience will respond and Facebook will reward you by increasing the visibility of your posts.
If you get zero Likes, Comments or Shares on a post it means that your audience isn’t digging your content, you’re posting at the wrong time of the day or you’re not posting often enough, or users are hiding your posts from their feed. Make this mistake a few times, and Facebook will pull down your visibility, probably because your posts suck. So, post stuff that doesn’t suck to get seen more for free (by the way, I don’t know many other platforms that give you such a great FREE opportunity with access to 1 billion users globally, but go ahead and be mad with them if you want!).
If you want to increase the eyeballs on your content, grow your existing fan base and actually market your business, then I recommend using Facebook Advertising. I know, how dare I suggest that you pay to market your business! Nobody pays to market their business right? Wrong.
Investing in your marketing once you have a product or service to sell is not only smart, but essential. You wouldn’t open up a brand new store and just hope people come past, even if it is in a great location. You would advertise and promote it with a combination of free and paid advertising and publicity solutions. That is all Facebook is asking you to do too.
Rather than clutter users news feeds with boring posts from long-forgotten brands they have likes, Facebook is demanding that you stay relevant if you want the benefits of organic reach. But your overall impact on Facebook will be so much greater when you invest in some simple Facebook Page Marketing that includes Facebook Ads.
With so much talk about Facebook changing their algorithm, and it becoming harder and harder to get your message into the newsfeeds of your fans, I thought I would do some investigating…
The discussion seems to have arisen since Facebook started to display below every post on your Page exactly how many people saw your post. This information was never highlighted previously, and really brings home how few people really see every post. It is worth noting that the highlighted number is ALL people who have seen the post including friends of fans, not just those who like your Page, so the actual number of real fans you are reaching is even lower than indicated.
As a Page Admin of numerous Pages I started my own detective work by checking Insights and drilling down in to the Page Reach section. The main metric I was analysing was Organic Reach, which is the number of people who have seen your Page, including those who have liked your Page and those who have not as this is the metric most likely to indicate an algorithm change.
I had to take in to account that there are several other influences on the reach of your Facebook Page Post, other than just the algorithm that Facebook uses to display it across the network. The 3 key influences on how many people see your Page Posts are:
1. How “Likeable” your content actually is.
The more engaging your posts are, the more they will be liked, commented and shared which increases just how many friends of your fans see your Page posts.
2. Whether you use an image, video or link in your post.
Posts that include more than just text get preference in newsfeeds as Facebook want their user’s newsfeeds to be more dynamic, as they know this increases interaction.
3. How connected your Fans are
The more friends your fans have, the more opportunity that when they interact with one of your posts more of their friends will see it. This is more likely if your Page targets a younger audience.
4. How often you post on your Page
The more frequently you post, the higher your reach will be as Facebook will serve up more of your posts to more of your fans when you get more regular interaction. This is the most important thing you can do to increase the Organic Reach of your Facebook Page.
On checking the sample of Page Insights to see if there was a common denominator, I also had to take into account the fact that some Pages were actively promoting their Pages using Facebook Ads and Promoted Posts, but this activity is separately definied in the graph above as the green line. It is still interesting to see if it influenced any of the trends in Organic Reach.
I did also look at the trend over the past few months, to establish the average organic reach of the Page.
So what were my findings?
Across 25 Facebook Pages, it seems that ALL the pages experienced a drop in organic reach in the first week of October for about a week, but most of the Pages recovered their reach in the past two weeks, and this was more noticeable over the past week.
It appears that Facebook did make a tweak to their algorithm that caused a drop in Organic Reach in late September/early October, and some of the Pages I checked seemed to have recovered from this drop, but others are still experiencing that decline in organic reach, but have offset it by using Promoted Posts or Facebook Ads.
It definitely seems that Facebook want users to know that paid promotion on Facebook is the best way to reach more people on your Facebook Page, and there’s nothing like a constant reminder with every post!
It makes sense that Facebook would make the shift to incentivise Paid Promotions, especially given their revenue drive since publicly listing. They are after all a business, and we need to get used to the impact of their monetization model. Facebook is a valuable way to get more clients and engage with your target audience, so like all things that deliver value there is usually a cost involved.
It’s interesting to note that of all the Pages I looked at, the ones that had been sampling Promoted Posts or using Facebook Ads showed major spikes in traffic across their Total Reach, and this definitely outweighed any drop from a suspected algorithm change.
Here is just one of the Pages that was using Promoted Posts, Page Post Ads and Regular Ads as part of their overall strategy. This was representative of what was happening on most Pages I looked at.
So, do me a favour and check your Page insights now and let me know in the comments below if you saw a drop in your Blue Line (Organic Reach) around the 5 October point too. To do this, go into your Page Insights and click on Reach at the top of your Insights and scroll down to the graph that looks like the one I posted above, don’t check the graph that shows on the Insights front page.
Can’t wait to see what else we can discover together!
What is Facebook’s response to all this? Check out the video below:
Webinars are becoming a much more common tool to drive sales in both online and offline businesses. It gives you a great opportunity to share some of your valuable information with a targeted audience of new and existing customers all over the world.
They can be lots of fun, but they can also be a little anxiety-inducing, especially if you’re short on attendees. You want to make the webinar a worthwhile event and reach as many potential clients as possible, and that’s why Facebook is the perfect tool to increase your attendees. In promoting your next webinar, there are a few Facebook fundamentals you want to have in place to boost your sign ups.
Firstly, create a registration landing page, preferably as a Custom Tab on your Facebook Page. This should be simple and clear and should highlight the key takeaway atttendees will get from the webinar as well as where they need to enter their details to register.
Here is an example of a Facebook Custom Tab we created for one of my clients, Dr Sara Gottfried, to promote her upcoming webinar that shows women how to overcome their hormones imbalances and feel more vital.
Setting up the tab is the first step you need to put in place, and the second step in your Facebook Marketing Plan is to create some Facebook Ads to reach a targeted audience of those most eager to hear your message.
The best type of ad to promote your webinar is a standard marketplace ad with an image, headline and copy communicating the key benefit of attending, and one that connects with the message on the Custom Tab. This gives the best possible chance of conversions as Page Post Ads can require an extra step that can impact conversions.
Here is the best performing ad of the campaign so far. We have targeted Mature Women who have Likes and Interests on Facebook that include Dr Oz, OWN Network and Dr Christiane Northrup:
Without the very important layer of Facebook Marketing, your webinar could be missing out on reaching a much wider, targeted audience, especially while you’re still growing your email list. I hope that this quick case study provides you with some food for thought on how to use Facebook to boost your webinar registrations. Feel free to ask me any questions in the comments below or over on my Facebook Page.
I’ve been so excited since Facebook announced the Offers feature had arrived for Pages. This feature allows you to post offers and discounts to your Facebook Page in the form of a coupon that can be claimed by Facebook users (whether they Like your Page or not).
Offering “Daily Deals” on your Facebook Page requires some strategy, but this is a fantastic opportunity for businesses with a physical location (you can only access this feature if your Page is also a Facebook Place – that means you need to be able to Check In at the address listed on the Page).
I have had some great success already using this feature on some of my Client’s Pages, with one offer driving over 1,000 Likes on it’s first day on a Page with just 4,000 Likes.
My presentation is in good company, with the likes of Amy Porterfield and Jay Baer also sharing some great content on getting sharp with Facebook Ads. Although all the content will be featured in the conference, I wanted to show you my slides so that you can see what’s possible with Facebook Offers.
I created my presentation using SlideRocket so you’ll notice it has a cool autoplay feature, but you can also just arrow forward at your own pace:
If you want to get schooled in all things Facebook Ads, so that you are ready to manage your own ads or those for your clients, you need to see my online training here.
So, take action now and check if this feature has been activated on your Facebook Page. If it has, think about the best way to use it for your business. Examples include “Get A Free Coffee”, “Free Gift With Any Purchase $25 or More”, “35% Off Sale Stock” or “Free 20 Minute Treatment”.
Not only will you get noticed by your current fans, you have the opportunity to reach thousands more people that haven’t even heard of you yet by virtue of their viral nature. Good luck!
Also, if you need the official word on Facebook Offers, you can find it here.
An effective landing page is critical to the success of your Facebook Ads campaign, but it’s really hard to know what to include to get great results and achieve your campaign goals.
There is one consistent element you should include on your Facebook Ad Landing Pages and I have demonstrated it across these three examples. Can you guess what it is?
I know you don’t have to be Einstein to figure it out, but you simply MUST give your visitors a compelling reason to connect with you!
Whether it is a free report, a video series, a giveaway or the chance to win something great, you must provide FREE value to kick off a promising new relationship with your prospects. This will set you and your prospect up for a positive and engaging relationship that will lead to more sales in the long run.
By offering something of value first, rather than trying to sell straight away, you will be in keeping with the spirit of Facebook which is all about staying connected rather than making a “hit and run” sale. By building on this connection you lay the foundation for more sales in the long run and this is the where the value is in Facebook Ad campaigns.
If Likes are your objective, then make sure you ask for the Like or have a “Like Gate” where visitors must first Like your Page before they get access to your free offer. It is always better to keep your landing page on Facebook as your Ads will generally be cheaper and you have the chance to get the Like too.
Landing Pages coupled with great targeting are the keys to Facebook Ad success, so if you want a cheap and easy resource for creating fuss-free Facebook Landing Pages? Take a look at http://www.fbadqueen.com/lujure and grab your free Facebook tab, you won’t look back!
What do you think makes a Landing Page successful? Let me know in the comments below.
The biggest single change to Facebook Pages is now here and I’m thrilled to show you the potential of Facebook Offers for your business in this video.
I’ll run through how to set one up on your Page and how to create an Ad to get even more mileage from it.
Now, don’t fret if you haven’t seen the Offers option on your Facebook Page yet, it may be because it is only available for certain Page classifications and it is getting progressively rolled out across key countries.
I seriously hope it comes your way soon, because it is a fantastic FREE marketing opportunity! Take advantage and let me know how you go.
I’d love to see some of the Offer you create on my Facebook Page. Post them here.