Register for Free Digital Marketing Workshop On Every Saturday & SunDay at your Mumbai City
Friday 28 December 2018
Friday 30 March 2018
facebook marketing tips ,facebook leads ,facebook page engagement
What you will Learn
from this notes?
1.1 how to optimize
your facebook page
1.2 how to increase
your facebook page engagement
1.3 how to generate
Leads from Facebook page
1.4 Facebook Marketing
tools.
1.1 7 Ways to optimize your Facebook
page :
1. Choose the best name for
your Facebook fan page
This may sound like a no-brainer. However, it's the most basic
step when it comes to optimizing your brand on Facebook, and is also the most
important.
There is always the temptation to stuff your fan page name with
tons of keywords, like "Bob's Bakery - Muffins, Bagels, Cookies, Breads -
Catering & Events." In actuality, having a name like this can hurt
your viral growth rate inside Facebook. If you appear too spammy, your fans
will be less likely to engage with your page, let alone share posts and updates
with their friends. In fact, people can even hide your updates from their news
feed - imagine the horror!
Don't be too generic either, though. Facebook's intent behind fan
pages is that they represent real businesses, brands, personalities,
etc. By choosing something too generic, like Travel, Sports, Fishing,
etc., you run the risk of Facebook shutting down your ability to post updates
and reach out to new fans.
Quick Tip: The first word in your
fan page title is given the most weight (importance) by Google.
2. Create a custom fan page
vanity URL
After your fan page has 25 Likes, Facebook gives your you the
ability to create a unique URL (or usernames as Facebook calls
them) for the page. Because URLs are heavily weighted by search engines, it is
vital that your fan page URL reflects an aspect of your business.
If, by some misalignment in the stars, you find that
another fan page has claimed your business' name already, make sure to include
what your business is about in the URL.
You can check out some different username options Facebook
offers before selecting your one for your fan page.
3. Use keywords in strategic
locations on your fan page
Just like traditional websites, keyword optimization is the most
fundamental form of on-site SEO. The most important pieces to pay
attention to are the About section, Mission,
and Company Description, since these areas are actually pulled from
your fan page as SEO elements.
Here is an example of how a search engine would index your page:
SEO Title = Your fan page name
Meta Description = Fan page name + the About section of your page
H1 = Your fan page name
Meta Description = Fan page name + the About section of your page
H1 = Your fan page name
To optimize your page for local searches, it is very important to
include your Address, City, State, and Zip. For product-related searches,
the Company Overview, Mission, and Products fields should be filled in with
your appropriate information.
Quick Tip: Just like your website's
meta data, you may want to consider using a brief, 140- character
description for your fan page so your whole message displays in the search
engine's snippet.
4. Include your phone number
and address
As surprising as it sounds, there are a good amount of businesses
out there that don't include this type of info on their fan page. As a majority
of your sales may be from online traffic, it can appear to be not quite so
important for you to include. But remember, indexing your brand for local search
results is crucial to growing your Facebook fan page.
In addition, Google places higher importance on pages with
specific information like your business's phone number and address. So, pages
that include this type of data can effectively increase your brand's overall
SEO.
5. Backlink to your fan page on
existing channels
The more inbound links to your page, the more authoritative your
page is according to Google, and you will be ranked higher. That is why it is
very important to bloggers when they have their content linked to from other
websites, blogs, etc.
This same principle applies to your Facebook fan page. So, where
it is appropriate, include a link to your fan page from your other digital
channels, like your website, blog, and Twitter profile.
6. Optimize Facebook fan page
status updates
When posting updates to your Facebook wall, remember that the
first 18 characters of a Facebook post serve as the meta description. So, take
advantage of the option when Facebook prompts you to "Write something..."
since that text will be considered the SEO title for that
update. Including direct links to your small business website in your
updates is also a good practice to follow.
Quick Tip: Just like your fan page's
name, Google places a higher importance on the first word of your update, so
you may want to consider making that a keyword.
7. SEO for Facebook Notes
Facebook Notes is something that is very under-utilized. When used
appropriately, Facebook Notes can provide your fan page with an effective way
at increasing your overall SEO. The SEO elements pulled in from Facebook Notes
are:
SEO Title = the title of your note
Meta data = Your fan page name wrote a note titled, your note's title
Meta data = Your fan page name wrote a note titled, your note's title
Facebook Notes gives your page the ability to create multiple
"pages" underneath the main fan page. Notes are also a good way to
expand on special offers or events that your business is hosting and have them
indexed in search engines.
1.2 Tips For Better Facebook Page Engagement
#1:
Pose a Question
One
of the simplest and most effective ways to kickstart a dialogue with your Facebook fans is to ask them a
question. Basically, you’re inviting a response. If fans can relate to the
question and you find a way to leverage people’s interests or
needs, they’ll find it hard not to answer.
Pair a question with an appealing visual
Here
are some questions to ask:
Specific:
What’s your favorite…?
Tips:
How do you…?
Experiences:
What’s your favorite moment from experience/memory…?
Edgy:
Do you think…? (controversial question)
Direct:
Why do you…?
Events:
Who is going/Who attended…?
Timely:
Today is…, so what are you…?
#2:
Ask Fans to Make a Choice
A
fun way to get your fans to engage with you is to publish a “this or that”
post. Ask people to choose a side, pick a favorite, or make a choice
between two things. An added benefit is that it can create a division among
your fans, which can spark a dialogue in the comments.
Most
of the time, those debates are good fun but be mindful of trolls.
If you want to spark even more debate, you can always mix in a little
controversy but avoid politics.
#3:
Post When Your Fans Are Online
People
use Facebook at different times of the day. Some are on Facebook throughout the
day, while others may only check it in the early morning or evening. If you’re
randomly publishing a few posts each day, there’s a good chance some of your audience
will miss them. By the time they check their feed, your content could be
buried.
A better tactic is to post when your audience is most
active. Check your Facebook
Insights to find that data. To access it, click the Insights tab and
then click Posts in the left menu.
By
default, the dashboard shows data for when your fans are online. You can adjust
the date range to compare blocks of time so you can see
what times of the day your fans are most active.
Tip:
Posting late at night (when your fans are less active) isn’t necessarily a bad
thing. There’s less competition in their feed, so the people who are active on
the site are more likely to see and engage with your content. If that
engagement jumps a bit, there’s a better chance your audience will see it when
they come online in the morning.
Try
posting at different times to see what works best for you.
#4:
Share Relevant Images
A
picture can say a lot more than a text post. A visually striking image can
bring the rapid thumb-scroller to a halt. Images have proven time and again to
improve engagement, especially when they tell a story or connect with the
audience on a personal or emotional level.
The right images can help tell a story and encourage responses.
According
to BuzzSumo, Facebook posts
with images see more than double the engagement of basic text posts.
Use
relevant, colorful, and high-quality images. If you want to spice up your
photos but don’t have Photoshop-level skills, try free tools like Canva and Adobe Spark.
#5:
Engage With Other Brands
There’s
no rule that says you need to limit your Facebook efforts to your own page.
Wander the social landscape, post to other pages, and engage
with brands when there’s synergy and a shared audience.
Engaging other brands can put you in front of a whole new
audience.
However,
you need to be tactful. The other business and their fans know what
you’re up to, so don’t post spam. Treat it just like you would
audience engagement: build the relationship, share content, and engage
with people.
If
you can work out an agreement to share someone else’s content, it
will help provide a mutually beneficial boost in organic reach, as both sides
are exposed to a wider audience.
#6:
Crowdsource Feedback
People
love giving feedback. When you ask for input the right way, your
audience will jump on board and be quick to respond. The added benefit is you
can uncover opportunities to improve your business and delight your customers.
Strategic questions can boost engagement while eliciting the
desired feedback.
Imagine
the potential boost to customer
loyalty (and future engagement) if you make changes to your business
based on the input you receive? Give this tactic a try. It’s a much more
personal approach than surveys and you can respond to people directly
to address their feedback.
#7:
Include a Call to Action
The
standing rule for any kind of marketing is that if you want your audience to do
something, you have to tell them to do it. Use a call to action in every post,
whether it’s to prompt a comment, share, opt in, like, RSVP, or any
other action.
Always use a call to action to elicit the desired response from
fans.
Always tell
your audience what you want them to do to encourage engagement.
#8:
Boost Your Best Posts
how
to boost Facebook page post ?
If
you have a blog post or other website content that has seen tremendous traffic,
post it to your Facebook page and boost that post. You don’t need to throw
hundreds of dollars at it; give it a modest boost of $25 and target the
people who like your page and their friends.
You
won’t necessarily see thousands of shares, but a boosted post can help get your
best content in front of your target audience and spark some engagement. The
more people engage, the greater the organic reach to their networks. This
tactic can be especially effective if you’re sharing high-value content with a
lot of great takeaways, such as a solution to a problem or an answer to a
question.
To find
your most popular content, check your Google
Analytics. In the dashboard menu, click Behavior > Site Content
> All Pages. Review the metrics for each post to
determine what content to promote on Facebook. If you don’t have any archived
content to pull from, that’s okay. You can always boost other post types from
this list with a small budget to give them an extra nudge.
#9:
Share Industry News and Hot Topics
Even
your most loyal fans are interested in more than just your business. Sharing
big news from your industry will show your fans that you’re not focused solely
on promoting your business; you want to keep them informed about current
topics. They’ll appreciate and respond to that.
Share news your fans will find interesting.
Curate
industry news from a trusted source and ask your fans what
they think. Ask people to contribute their thoughts and share the
post.
#10:
Adjust Your Post Frequency
If
your Facebook engagement is slipping, it might have something to do with your
post frequency. Posting too little (say a few times a week) won’t help you
establish relevance with Facebook’s algorithm and you’ll be fighting for space
in your audience’s feed.
On
the other hand, posting too often can hurt you, too. Facebook tries to show
users the most interesting and relevant content from everyone they follow. If
you’re posting a half-dozen times each day over a short period, expect a lot of
your content to be missed.
To
find a sweet spot, try posting a few times each day at the times your
fans are most likely to engage.
#11:
Give People a Giggle
We
all love a good laugh in our news feed. Lighten the mood for your fans and
show them that you have some personality. Don’t overthink it; just do something
to give your fans a chuckle. Keep their interests in mind and make
sure the humor is relevant to your audience.
Even a touch of humor can spark engagement and shares.
#12:
Respond to Everyone
If
you receive comments from your fans but fail to respond or acknowledge them,
they’ll notice and stop engaging with you. It only takes a few minutes
throughout the day to monitor your social activity and make
a few quick or witty responses to fans who comment.
A little effort goes a long way toward making customers feel
valued.
Consistent
responses make fans feel valued and they’ll be more likely to engage with
future posts from your page.
#13:
Solicit Fan Content
Encourage
your fans to share photos on a given topic or
photos of your products. This is a fun way to spark engagement and dialogue
with fans. To go one step further, run a contest or offer a giveaway to
encourage more shares and submissions.
Give fans a chance to be featured if they share their content.
Once
engagement starts to climb, you’ll begin seeing even more image posts from
fans.
#14:
Share Content From Other Channels
Unless
you’re publishing the same posts to all of your social channels, you probably
have a goldmine of content that users on other channels have never seen. Don’t
let that content gather dust. Look over your content, videos, and
images on other platforms (YouTube, Twitter, Instagram, Pinterest, and
so on) and share the best with your Facebook fans.
This
is a great way to fill a few gaps in your weekly posting schedule if you come
up short on content ideas.
#15:
Go Behind the Scenes With Live Video
Visual
content is much more likely to be shared on Facebook, and this is especially
true for video. Facebook Live makes it easy to stream
live video to your audience, anytime you like, to leverage that engagement.
Live video gives your fans an all-access pass.
Don’t
stress about the production value or not having a killer splash intro. Fans
legitimately enjoy seeing the people behind a business just being…people. Give
fans a glimpse into how your company operates, show your personality, and
make a human connection.
Live
video is also a great way to take your fans with you on company outings
or to major events and trade shows they aren’t able to attend. Once
your live broadcast is finished, it’s saved so others can view, share, and
enjoy it at any time.
To
broadcast a live video, open your Facebook page from your mobile device.
In the status window, click the option to Go Live. Give
Facebook access to your camera and microphone, describe your video,
and click start.
#16:
Make an Emotional Connection
If
you want to elicit a big response from your fans, publish a post that appeals
to your audience on an emotional level. Share content and tell stories
that pull at people’s interests, emotions, fears, and even their dislikes.
Brand loyalty doesn’t come from a product; it comes from a customer’s joy at
experiencing a shared sentiment or finding a solution that works.
Share content that connects with fans on an emotional level.
Emotion drives
loyalty and engagement. It’s why millions of people couldn’t help but share
the “Thank You, Mama” P&G commercials,
making them the most shared Olympics ad at the time.
#17:
Provide Value
Anytime
you share or post content to your Facebook page, ask yourself what kind of
value you’re providing to your fans. The best way to get their attention is to
make sure there’s a takeaway or something in it for them. At the very least,
give them a good chuckle. At best, teach people how to do
something, inspire them to take action, and add value to their life.
Give away value to build trust and engagement with your fans.
#18:
Tap Into Trending Topics
There’s
a whole world of content revolving around us every second. Keep your ear to the
ground for events and trends that might grab the attention of your
audience. Work a relevant trending hashtag into a post to
help boost organic visibility in social search.
Get creative to find engagement opportunities in trends.
Both
Facebook and Twitter make it easy to see which topics are trending
based on posts and discussions. Google Trends provides
the same insight into trending topics based on search volume and published
topics.
If
you’re a local business, keep up with city, county, and state event
calendars and watch for local trends that could be used in the same
fashion.
#19:
Recycle High-value Posts
You’re
not limited to posting only new content to your Facebook page. Occasionally dip
into your archives for an engagement spike.
Look
at your Facebook posts from a previous year and identify
posts that created a substantial amount of engagement. Post
that content again, but tweak it so it’s fresh. Recycling posts
allows you to spotlightpopular content that some of your fans may never have
seen.
#20:
Upload Native Video
YouTube
is a sizable social channel, but if you’ve been sharing your YouTube videos to
your Facebook page, it’s time to make a switch. Facebook’s native video allows you to upload
videos directly to your page, just like photos, and the algorithm works in
your favor if you do.
Native video is proven to get more engagement and views.
If
you compare YouTube shares to native videos on Facebook, native video receives
more likes, shares, comments, and reach.
#21:
Celebrate Holidays
If
you factor in silly holidays, along with more serious
awareness dates and traditional holidays, you’ll never run out of ideas for
your Facebook content schedule. If it’s a more whimsical celebration, have a
little fun with it.
Use well-known events for engagement and promotion.
Your
fans might also appreciate knowing when they can get a good deal, like $1
hotdogs on National Hot Dog Day at Sonic. Find ways to add value to every post
to spark engagement.
#22:
Share Valuable Curated Content
Your
audience knows when you’re promoting your business, and if you do it too much,
they’ll start losing interest. To mix it up a bit, source high-value content
relevant to their interests. Be a helpful resource for your fans.
Share valuable content from authoritative, trusted sources.
Use
a tool like Quuu to curate content for specific
audiences. It’s free and pulls relevant hand-curated content. Alltop and BuzzSumo are
also recommended for finding popular content to share.
#23:
Post a Quiz or Poll
While
a survey can generate more serious engagement, a quiz or poll can be a little
more lighthearted. Focus on current developments in your industry or
topics that are relevant to your audience. This type of interactive
content can drive substantial engagement, especially if it generates
personalized results that can easily be shared.
A
free tool like Qzzr makes it easy to create customized,
engaging quizzes that you can post anywhere, including Facebook.
Share quizzes on relevant topics on your Facebook page.
#24:
Rethink Hashtag Use
BuzzSumo analyzed over 1 billion
Facebook posts and discovered that posts without hashtags get more engagement
than posts with hashtags.
While
you should use hashtags for trending topics to boost
visibility, use hashtags sparingly (or not at all) in all of
your other types of posts. Don’t make the mistake of using multiple
hashtags in the hopes of increasing your content’s visibility.
#25:
Use Audience Targeting for Organic Posts
You
can target a custom audience for your Facebook posts just like
you target a specific audience with your ads.
Like
ads, segmentation can potentially limit your reach, but the upside is your
content is more likely to be seen by the people you want to get it in front of.
It also costs nothing to set up a custom audience for your organic posts.
Put your posts in front of the perfect audience.
If
this option isn’t enabled on your page, here’s how to turn it on. Go to
your page and click the Settings tab. Under General
Settings, you’ll find Audience Optimization for Posts. Click
Edit and make sure this feature is turned on. This custom
audience option will now be available whenever you post a status update to your
page.
Turn on Audience Optimization for Posts.
#26:
Host Contests and Giveaways
Not
many types of posts can garner as much attention as a giveaway or sweepstakes.
The greater the value and relevance of the reward, the greater the engagement
and potential reach. The best part about giveaways is they could potentially
cost very little.
Give
away your own product or even a decent third-party prize,
and your costs are limited. You’re only paying out of pocket for the cost of
the prize, fulfillment, and whatever service you use to host the promotion.
Everyone loves free stuff and contests bring people out of the
woodwork.
1.3 Lead Generation on Facebook:
Facebook
has approximately 936 million daily active users, and about
83 percent of them are outside of the United States. Facebook remains a top
choice for most marketers because of its huge number of active daily users and
relative ease of use.
Here
are some ways you can leverage Facebook’s vast reach:
·
Play nice. Facebook is all about engagement, and they have rules. As a
tech marketer, you are representing your company on a huge platform. So stay
professional!
·
Set up pages. Build an audience. Join groups. Create an official Facebook
page for your company to build an audience. Apart from publishing relevant
content and engaging with your audience online, extend the conversation outside
the official page by joining groups and bringing outsiders in.
·
Use a simple, short vanity URL. When you first create an official
Facebook page, you’ll notice that the URL is just a combination of characters.
Choose a good vanity URL that you can share outside of Facebook—in print, TV
and radio ads, and on other social media platforms. Keep it short and simple,
so it’s catchy and easier to remember.
·
Go for paid ads. Investing in regular paid ads can help you reach a wider
audience. If you haven’t done it before, try it once and measure the returns on
your investment to see if it’s an effective tool worth consideration in the
future.
·
Create online
brand ambassadors. Chances are, you’ll find very active users who
visit your page. Empower these individuals by transforming them into online
brand ambassadors. Bring in bloggers or even celebrities, as this is a good way
to introduce your brand to new audiences.
·
Engage. Now
that you’ve set up your online stage, it’s time to engage. Answer queries in a
timely fashion and respond to any comments that mention your brand. If users
are mentioning positive things about your brand, thank them. If users are
posting negative comments about your brand, ask them why and respond
empathetically if they tell you their problem.
The
2 Types of Leads You Can Capture on Facebook :
(1) Direct Leads:
Direct leads are generated by sharing content that links directly
back to a form on your website where visitors can share information in exchange
for an offer -- whether that be an ebook, coupon, infographic, or any other
piece of content. This form is housed on a landing page dedicated to that
specific offer
(2) Indirect
Leads:
Indirect leads are generated by using Facebook on the path to
conversion. For example, if you shared a blog post that had a call-to-action to
a landing page at the bottom of the post, your initial Facebook share is
helping direct visitors to that landing page.
Types
of Facebook Posts to Help You Generate Leads From Your
Business Page:
1) Post
landing pages for offers directly to Facebook.
One of the best ways to generate leads on Facebook is simply to
send people directly to landing pages for lead-generating offers.
2) Post the
blog posts that generate the most leads.
Another way of generating leads from the content your team is
producing is to simply pick the blog posts that generate the most leads, and
post those ones to Facebook.
Note: write a post on
topic with problem and solutions. & include
call to action links that attract visitor
to read more on that topics.
3) Include
links to landing pages in your image captions.
You can get higher engagement rates into lead generation
opportunities, consider including links to your website in the
descriptions for your images -- especially your profile picture and
cover photo descriptions.
4) Use
videos to promote lead gen offers
video posts have 135% greater organic reach than photo
posts. So if you're trying to increase
your lead gen efforts on Facebook, you'll want to start using videos to help
introduce and promote those lead-generating content, whether they're offers,
events, courses, or something else.
5) Use
Facebook Live videos to remind people to register.
Facebook Live is Facebook's live video
platform that lets anyone broadcast live videos from their mobile device
straight to their Facebook News Feed.
6) Pin posts
that link to lead gen offers to the top of your feed.
Pinning a post to the top of your Page's Timeline allows you to
highlight what would otherwise be a typical post. It'll stay at the top of your
Timeline for up to seven days, after which it'll return to the date it was published on your
Page's Timeline.
7) Add a
call-to-action button to your Facebook Page.
You'll find you have seven pre-made button options to choose
from: "Sign Up," "Shop Now," "Contact Us,"
"Book Now," "Use App," Watch Video," and "Play
Game." Once you choose a button and link it to a page your website, the
button you chose will appear up at a fixed location right below your cover
photo and to the right.
8) Ask for
input on your products.
post a status update to your business' Timeline asking for feedback
on one of your products or tools and linking to a landing page where people can
sign up for a trial -- or, if it's free,
9) Run a
contest or giveaway.
If the goal of your contest is to generate leads, publish posts on
Facebook (in addition to your other social media accounts) that include an
attractive featured image or video, language that's compelling and simple, and
a link to your contest page where they can fill out a form.
10) Make a
Facebook event page for your next webinar.
While we’ve already covered sharing landing pages with dedicated
content offerings such as ebooks or contests, webinars are another great
format for capturing leads. While you can promote your webinar's sign-up form
by posting them to your business' Timeline, another way to spread the word is
by creating a Facebook Event with with a separate registration page on
your website.
Once you invite someone to a Facebook Event, you can encourage
them to register on a separate landing page, where they'll become a lead.
In terms of reaching new audiences, Facebook Events are also more visible
than standard Facebook posts on the News Feed.
11)
Run targeted ads to extend your content's reach.
There are three, overarching formats for Facebook ads that I'll
cover in brief here: boosted posts, right-hand column ads, and News Feed ads.
The main distinction here is the placement of the ad, as well as the amount of
writing and size of image that is allowed.
1. Boosted
Post: This is Facebook's way of letting marketers turn otherwise normal
Facebook posts into ads by "boosting" them. The post
will show organically to some users, but to get better reach, the admin
will press "boost" on the post (shown only to admins, not
to other users) so it shows to a larger number of fans and to targets
you can select ahead of time.
2. Right-Hand
Column Ads: This is the most traditional on Facebook, it appears
on the right side of a user’s Facebook News Feed. We often see less
expensive clicks and conversions when using these ads, along with more
advanced testing options.
3. News
Feed Ads: These appear directly in a user's News Feed and look
more like native advertising, although you can also add a small CTA button. They're part of a
tactic called "dark posts," which
means using News Feed-style ads that don't actually get published to
the News Feed of your Page. In our experience, these ads have a higher
engagement rate than right-hand column ads (which makes your Page look
super healthy), but they can also be more expensive.
12) Run
lead ads to simplify the mobile signup process.
when you click on a lead ad, a form opens with your contact
information automatically populated based on what you've shared with Facebook
already, like name and email address.
1.4
Facebook Marketing Tools: The Ultimate Resource (2018)
Here are 17 of the top Facebook Marketing Tools for Platform
Management:
Facebook Marketing Tools to Grow your Following
Once you have a tool to help you manage being on
Facebook for your business, you need to start growing your Fans. After all,
there's no point in publishing a single thing if there's no one out there to
see it!
Here are 7 of the top Facebook Marketing Tools for Growing your
Following:
When shopping around for a Facebook marketing tool to grow your
following, ensure you get one with the "bonus entry" feature.
Essntially, this allows you to give contest entrants more chances to win if
they Share or Like your Facebook Page. This is a huge boon when growing your
Fanbase.
Facebook Marketing Tools for Influencer Research
Facebook, like other social media platforms, has its influencers
and thought-leaders. And identifying who these people are in your industry
allows you to reach out to them and create a relationship.
And, believe me when I say, having an influencer Share your
content or brand on Facebook can yield huge returns.
Here are 6 of the top Facebook Marketing Tools for Researching and
Finding Influencers in your Industry:
Facebook Marketing Tools for
Visual Marketing
There's no argument anymore - visual content does better than
non-visual.
Whether this is video, images or gifs doesn't matter. What does it
that any self-respecting Facebook marketer doesn't post a single word unless
there's a picture alongside it.
This section will give you free image resources, font, icon and
color recommendations, and the tools to combine images and text into a
beautiful, professional-looking graphic.
Free Images and Backgrounds
Font, Icon & Color
Recommendations
Fonts:
Icons:
Color:
Facebook Visual Creation Tools
Here are my top 10 visual creation tools - tools allowing you to
take images, font, icons and more and turn them into a quote graphic worthy of
100 comments:
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