Gosh, there’s a lot of talk out there right now by pages regarding Facebook’s newest feature, “Promoted Posts”. It’s unfortunate what I’m hearing, so I wanted to be able to voice first my opinion and second, some helpful information to my audience.
As a Facebook marketer myself, I was always slightly annoyed that my posts weren’t reaching more of my fans. I had always preached quality vs. quantity, that is until Facebook’s internal search engine morphed into an arithmetic nightmare. (And, let me mention now, you need to be following your EdgeRank and Klout stats.)
I want to compare your collection of fans to your collection of email addresses gathered over the last several years… We know that databases need to be cleaned up and kept fresh or they loose value fast. Your fan base is your virtual database and requires ongoing maintenance. (Yes, you can remove fans as an administrator.)
I thought this was brilliant and very timely!.. I met a professional woman just recently who filled me in on her company’s database philosophy. She mentioned that each of their sales people keeps no more than 300 people in their database. If they get new, hot leads and good connections – good enough to keep – they have to delete someone. …Shut the front door! Brilliant!
Initially when you first launched your page, chances are you solicited all of your family and friends to “like” your page. Many of them did it to show they supported your newest venture. How many of them actually fall into your target demographics? Precisely! I hate to say it, but maybe they are dead weight now. …Just a thought…
Then, there are those who you have met outside of the online world who have “liked” your page just for that reason – you asked them to and they did it. They may be fellow colleagues, networking buddies, those who found you through the viral effects of your one great post 4 months ago. Have you given them any reason to engage again with your page?
The last group of fans are the ones who want to be there, want to see your posts – they like what they see and tell you so. Also in the mix are affiliate businesses who benefit themselves from interacting with your page and your fans. This is group of fans you want to grow!
So how do you grow this group of fans? The one-word answer is content. I’ve been hearing it for years and saying it more recently, “Content is king!” Content is the reason to respond, the reason to share, the reason to go back looking for more. If your content is good, no, I mean GREAT, your fans will gather around it and engage with it and share it – the ultimate goal.
If you’re not a content writer, not witty, not personable, not able to show some personality, not able to think on your feet, not able to be flexible and timely and relevant, I suggest you hire someone who knows what they are doing!
The first step in delivering content is to listen to what is being said about your brand and your industry. What questions are out there that you can provide some insight to? What do your fans want to see or hear? What posts have you delivered already that have gained traction? …Do more of that!
Here are some ideas to get you thinking…
- promotions and deals (they can still be free on your page)
- tips and how-to’s
- little known facts
- interesting statistics
- a top 10 list (reveal it over time starting with #10)
- guest author or person of influence to hijack your page for an hour
You should always have a content calendar to work with so that you are consistent and timely, and so you don’t forget mentioning your important dates or events. Mix it up, be creative, leave the sales pitch out of it, include a visual aspect when possible, be flexible and have fun!
“It’s free and always will be” is visible on the sign-up/log-in page of Facebook. I have no reason to believe that they have any other intentions. I think we have to be more focused on staying true to our business strategy on Facebook rather than how many people see your post. If I could be so bold, shame on you for not adding value to your page and delivering it to those who want it most!