There’s a lot of potential on Facebook because there are 2.38 billion monthly active users as of March 31, 2019. But most people who use Facebook to market themselves do it very poorly. So let’s share some ideas that a few successful marketers use and talk about what works and what doesn’t in promoting your business on Facebook. Hopefully you’ll be able to use this for your business.
The Golden Rule of Facebook is not what it can do for you; it’s what you can do for them;
Most people who jump into Facebook marketing are like: “How can I promote myself?” And they start promoting themselves right off the bat. They post links about their companies and what they do. And really, that’s probably the worst way you can approach not only just Facebook marketing, but any kind of marketing because Facebook is about building relationships.
Help other people. Figure out what they want. Read their profiles and try to help them in any way you can. So, let’s talk about what you shouldn’t do on Facebook.
The first thing is: Don’t Sell!
Don’t ever try to sell anything on Facebook. And this might sound a little bit counter intuitive because we’re talking about Facebook marketing, but what happens is you approach people and you build relationships. You try to help them. And they’re like: “Oh. Everybody else is trying to sell me something, but this person is actually trying to help me.” That’s how you stand out. And when they notice that, they try to help you in return. It’s a little weird and counter-intuitive, but by trying to help people instead of sell them something, it’s how you actually get your products sold and your company promoted.
Don’t post too often;
So, what’s too often? I think if you’re posting every hour, that’s not a good idea. Posting between two and five times per day, is a sweet spot. And by posting, I mean updating your status, or posting links or photos, or videos.
Two to five times per day, we found that is what works better. Don’t mass message. Basically, you don’t want to send the same message to a lot of different people. It’s okay to contact a lot of people, but make sure you get to know them and send them personalized messages as opposed to just one message that you copy and paste for everybody. And finally, don’t do anything on Facebook that you wouldn’t do in the real world.
This is the most important rule of thumb. You know, in the real world, you don’t just get out there and meet someone, and you’re like: “Hey, my name is Fred. Buy my stuff.” You just don’t do that. You know, you build a relationship.
You try to connect first;
You have to get other people to like you because people buy stuff from people they like. Okay. We talked about what not to do on Facebook, so let’s talk about what to do on Facebook. We already talked about helping others. We talked about building trusting relationships.
Share valuable content;
So, whether it’s a link that you found, an article that you really liked, a video that you thought was really funny, or a photo — whatever you think your friends could find valuable, just share. Okay? And if you find links from other people that you really like, share them with your friends. Not only will your friends benefit, but the person who you shared the link from will be like: “Oh, thank you for spreading the word about this.” So, it’s a really good way to make friends. And finally, have two-way conversations. Don’t talk at your audience. Talk with them. So, basically, what I mean here is ask questions.
Asking questions ;
We’ve seen that asking questions is probably the best way you can get people engaged with your company and the kind of stuff you have to offer. Now, there are two things you can have on Facebook and that is a page or a profile. Actually, if you’re a person, you can have both, but if you’re a business, Facebook won’t allow you to have a profile. You’ll have to create a page. Either way, I think everybody should have a Facebook page. Let me say this again because it’s really important. Everybody should have a Facebook page. Let’s talk about why.
There are four different reasons. First, with a profile, people have to become your friend. With a page, they have to click on a like button. And this might sound like a subtle difference, but it’s actually a very important one. Liking is a lot less of a commitment than it is to become friends. I mean you can like a lot of people. But that doesn’t mean you are going to have a lot of actual friends. So, again, it might sound a little spooky, but it actually works really, really well.
So, because it’s a smaller commitment, more people will do it. The second reason is that with a profile, you can only have five thousand friends. And that’s okay. I mean I don’t think anybody has, you know, five thousand friends in real life. But on Facebook, if you use it to promote yourself, you can get to this limit very fast. And even if you don’t think it could happen, at one point it might happen. And with a Facebook page, you can actually have as many fans as you want.
So, that’s great. For advertising strategies, you really need to have a page. And finally, the most important one is when you have a profile and you want to message all your friends, you can only do it by twenty friends at a time. Facebook will not allow you to send messages to all your friends at once. But when you have a page, you can send a status update to all your fans at once.
And Facebook will actually send these people emails. So, it’s like a really easy way to build your list and find people to communicate with. So, these are four very strong reasons; and I hope that, by now, you’re sold on the idea that you really need to have a Facebook page.
Okay. So, let’s talk about three cool Facebook tips. The first one is using lists to keep your contacts organized. If you’re like some people, you’re connected with a lot of different people and you don’t want to have just everybody on your friends list because it’s going to be really hard to follow-up with them, see what they’re up to, and pretty much try to help them.
But if you have different lists — let’s say one for people interested or potential consulting clients, a list of your vendors, a list of you closest friends, a list of people maybe segmented by city -, the more you segment your friends into like-minded groups, the easier it will be for you to follow-up with them whenever you want to.
Events rock on Facebook;
It has been tested on many different clients, and events are one of the best features Facebook has. So, whether it’s a webinar, a seminar, a fundraiser, or whatever it is, you can create an event in like a couple of minutes and promote it to all your friends within seconds.
And finally, what rocks even more than events are contests. For example, there was an event for a Halloween contest and everybody had to submit their Halloween photos and get their friends to vote for them. Whoever got the most votes, got five hundred dollars.
Now, they had a thousand fans when we started the campaign and at the end of the week, they had three thousand. So, they tripled their number of fans and this only cost them like five hundred dollars.
And the way they did it is they got a lot of people to submit their photos— to post their photos on their wall — to the Facebook page wall. And not only that, but they also had to tag themselves.
So, when you tag yourself in a photo, all your friends can see that photo. And also, you can invite all your friends to vote for you. So, in order to post a photo and participate in the contest, you had to like the page. And in order for your friends to vote for you, they have to like the page first.
So, here’s a Facebook viral factor at work. You tell a hundred friends to participate in the contest. They do, and they tell a hundred friends. So, the word gets spread around more and more; and Facebook makes this very, very easy with their buttons. They have their like buttons and their share buttons. So, contests are a really good way that you can get the word out there.
The great thing about Facebook is every time you get one person to like your stuff, all their friends can see that they did like that. So, it’s a really good way to allow your readers, or your website visitors, to spread the word out about your company. Then we have the find us on Facebook button.
This is basically a link to your Facebook page and profile. But by having this on your website, you’re allowing people to follow you on Facebook. Then we have — this is a Facebook box, which you can get from Facebook if you have a Facebook page.
And finally, you can allow people to share your content on Facebook; and this is really, really important and sometimes it’s even better than the like button because when you like something, your friends can see that you liked it, and that’s a little tiny link that appears in your profile. But when you share something, a link appears, and a link is much more visible and prominent.