Facebook PVA Store Tips & Tricks #14
“Why should I market on Facebook Traffic?” This question is often asked by online marketers who are unconvinced or undecided about the profitability of this social networking website as a marketing tool.
In the past years, Facebook has quickly grown from being a social networking website for college students in the United States to being the most popular site, surpassing even Google in terms of visitor hits.
Facebook Is Viral
Viruses aren’t all that fun in real life, but the story is different when it comes to the Internet. What makes using Facebook as a launching pad for marketing campaigns so effective is that it makes it easier for the stories and the ads to go viral, since the website makes it so much easier for people to share information with the other individuals in their network.
Tapping Into the Global Market
With Facebook Traffic, you will not only be able to reach the people in a small neighborhood, but also to individuals from all over the world. Facebook Traffic is global, which means that using this as a marketing tool can actually lead to a lot of sales, because you will be talking to a global market instead of just to a tiny chunk of the population.
Reaching Their Target Audience Directly
No matter how appealing your ads on billboards, TV and radio spots, or magazines and newspapers may be these may not actually click with your audience, for the simple reason that these are impersonal.
Finding More Information about Their Target Audience
What makes a lot of ad campaigns unsuccessful is the fact that these are not designed to appeal to the demographics that is being targeted. Not only does Facebook Traffic allow them to reach their target market, it actually provides them with information they need about their audience in the first place.
Driving Traffic to Their Website
A lot of online marketers don’t use Facebook Traffic for its own sake. Instead, they use this social marketing website as a tool to bring traffic to their own websites, which in turn can result in higher revenue.
The Fan Page Craze
Everyone Has A Fan Page!
When it comes to online marketing through Facebook Traffic, having your own profile page isn’t enough if you want to be successful in selling the products and services that you’re offering. Instead of creating a profile page that has a lot of limitations, opt instead for a fan page.
It’s actually easy to see why, considering that these fan pages offer the following benefits:
♦ The possibility of going viral. One reason why Facebook allows you to get a lot of mileage through viral marketing is because of fan pages. A person who “Likes” a fan page will automatically make all of the people in his or her network know that he or she has become a fan of a certain page, which can then entice them to check such page out, which can lead to them becoming followers of the page themselves.
♦ Easy way of sharing information. The fan page allows you to send information to literally thousands of people with just a click of a button. You can give them information about new products, special events, and other such information to make your brand more appealing to your audience.
♦ Adds legitimacy. Sadly, there are now a lot of shady companies that attempt to sell bogus products to try to make a quick buck.
♦ Customizability. A Facebook fan page can be customized to make it look more appealing and stand out from all of the other pages on the social networking website.
♦ Cost-effective. Getting a fan page won’t actually cost you a cent, but it
can lead you to increasing your revenue if used correctly.
How to Create an Irresistible Fan page
Now that you’ve seen just what a Facebook fan page can do for you, it’s now time to come up with a Fan page of your own that will appeal to your audience.
Some tips that you can use in order to make a fan page more appealing to your audience are:
♦ Choose a good name for your fan page. Make sure that you name your fan page well. This doesn’t just refer to what will appear on the banner of the page, but also to the actual URL of the fan page.
♦ Set an eye-catching landing page. The landing page will be the first thing that visitors will see when they drop by your fan page, so make sure that it’s done really well to hook the attention of your target market.
♦ Make your fan page informative. There is a reason why fan pages are built with multiple tabs. Make sure that you put in all of the relevant information about your business on to your fan page.
♦ Put in great content. Content doesn’t just mean news and information (although those are certainly important). It also includes photos, videos, and other such files that will help you draw the attention of your target audience.
♦ Update it regularly. Make sure to post updates regularly on to your fan page (suggestions on what content to post on your fan page will be discussed in the next section).
Once you’ve created your fan page, be prepared to manually invite people to become followers of your page, at least, at the beginning. After all, no one knows who you are yet, so it is important that you take the initial steps to reach out to your target market.
What to Publish on Your Facebook Fan page?
♦ Use teasers. Don’t just copy and paste the content you put on your website on to your Facebook fan page. Not only is this redundant, it can also mean potentially losing traffic to your own website. What you can do instead is to post a teaser that will draw the attention of your followers and then include a link to the page on your website that gives in-depth information about this.
♦ Post creative content. Content on Facebook isn’t the same as writing droll, dull news articles. In fact, going down the boring route can actually mean losing customers instead of winning them over. Make sure that the copies that you post are written in a way that will appeal to your audience. Don’t be afraid to use a casual tone when you write.
♦ Post a call to action. Don’t just post bland information. Invite your followers to take action, even if the action is as simple as asking them to “Like” the post you’ve just put up.
♦ Post photos, videos, and sound clips alongside the text. One great way for you to increase the amount of interest people have in what you have to say is to add multimedia files such as photos, video clips, and audio clips that will go with the text.
♦ Ask questions. You can also post questions on your fan page directed to your followers to get them involved. The beauty about Facebook is that it allows people to interact with each other, so take advantage of that! Ask questions that are meant to generate personal responses from them.
♦ Offer exclusive deals. One reason why a lot of people are willing to follow Facebook fan pages is because they know that there is something in it for them. In exchange for having them follow your fan page, you can also post deals that will be exclusively available to them, such as price cuts on some products that you’re selling, freebies, and other such goodies.
There are two kinds of Facebook Ads, the Facebook Traffic and the Social Ad. Facebook Ads work pretty much in the same way as other online ads, and what you typically see on the right sidebar when you’re logged in to Facebook. Advertisers can make these ads link back to their Facebook fan page, application, or their own website in order to generate traffic.
♦ Fan style ads. These are tied together with Facebook fan pages. Once users “Like” an ad, they will automatically become followers of the brand’s fan page, allowing them to receive updates about the brand. This is a popular choice among established businesses, since their market already know who they are.
♦ Comment style ads. These ads allow users to actually leave comments about it, similar to how they can make wall posts.
♦ Virtual Gifts ads. Usually found on Facebook apps, this type of ad allows users to share virtual items (that bear the name of the brand) to other users.
How to Setup Facebook Ads
Setting up a Facebook Ad is pretty straightforward, although the process takes several steps. The first thing you will need to do is to sign in to your Facebook account. Scroll to the bottom of the page. You should see “Advertising” on the bottom right portion.
♦ The destination URL. You will be able to specify what page you want users to be brought to when they click the ad. You can either link back to an internal Facebook link (such as your fan page, an events page, or an application you have developed) or to your own website.
♦ Text. Facebook Ads come with a title and a body. Personalize the title of the ad to make it appealing to your audience. As with the updates in Facebook fan pages, try to make the text on your ads as creative as possible, even if you are only allotted a limited amount of space. You are given 25 characters for your ad title, so make it short, appealing, and direct to the point.
♦ The photo that comes with the ad. Make sure to include a photo that is not only relevant to the content of the text, but is also an image that will be appealing to your target audience. Do note that the image on Facebook Ads has to be 110 x 80 and less than 5 mb in size.
Target Your Advertisement
What makes Facebook Ads so appealing to marketers is that it allows them to target specific groups among the Facebook users. When people sign up for Facebook, they can fill up their profile page to put in where they’re from, what schools they have attended, what their hobbies and interests are, and other such details.
Tracking The Progress Of Your Facebook Ad Campaign
You will need to keep track of the progress of your ad campaign so you will be able to determine whether or not your marketing efforts have been successful. Thankfully, Facebook allows you to track how your ads have been doing. By logging in to Facebook Ad Manager or Facebook Insight and then going to the “Reports” section, you will be able to get the relevant statistics about your ad campaign.
Some of the elements you will want to keep an eye out on are:
♦ Total impressions. “Impressions” refers to the number of times your ad was displayed on pages of Facebook users.
♦ Unique impressions. “Unique impressions” refers to the number of times your ad appeared on the pages of unique Facebook users. This eliminates the possibility of the ad appearing two or more times on the pages of a single user.
♦ Total clicks. “Total clicks” refer to the number of clicks your Facebook ads got.
♦ Unique clicks. “Unique clicks” refers to the number of times unique users have clicked on your ads. This eliminates the number of times the same person clicked on your ad two or more times that is reported in “Total clicks”.
♦ Total spent. “Total spent” refers to the amount you will be paying based on what you agreed upon at the beginning when you signed up to create a Facebook ad.
When Is The Best Time To Post Ads On Facebook?
Just because you can make ads doesn’t mean that you should. There are some instances wherein it’s better to hold off in posting ads and waiting for the right moment before you have these deployed in order to get a good return on investment. Some guidelines to help you determine the best time to post ads to increase ROI are:
♦ Putting yourself in the shoes of your target audience. When exactly do members of your target audience use Facebook? This won’t be that much of a concern if your target market is comprised of students or other demographics that can have Facebook access just about anytime they want. However, for those who are targeting the working set, chances are, it’s a better idea to have your ads appearing on Facebook over the weekend, since this is the time when your most members of your market are online, as weekdays are mostly devoted to work.
♦ Do your research. If your ads are relatively new or if you feel that the statistical reports that you are getting are not providing you with enough information to gauge the best schedule in when to post Facebook ads, you can also take a look at the pages and ads of your competitors to see if they follow a schedule on when their ads will appear.
Some other tips you can also follow when it comes to posting Facebook ads are:
♦ Changing ads frequently. Even if you have the budget to have your ads appear on the site for a long time, people may become disinterested in clicking your ads just because they see the same advertisement over and over again. Changing ads frequently (as well as changing your landing pages for your ads) will mean that people will continue to be interested in what you have to say, because you are offering them something new every time.
♦ Recycle ads. If you’re not a fan of creating multiple ads, you can
actually pause ads and then reactivate these later on in order to keep your ad from becoming old (as well as to save money). Some experts suggest pausing your ads when these tire to 25% or less of the CTR you originally got from these, and then reactivating these later on.
♦ Changing your target market. This might seem like a huge risk at first,
but taking this leap can actually lead to great rewards, especially if it actually turns out that you were targeting the wrong demographics in the beginning. If you can afford it, try to experiment and see which demographics respond to the different ads that you make.
♦ Launching ad campaigns. Instead of just deploying one ad at a time, what you can do instead is to create an ad campaign wherein you will be releasing different ads at roughly the same time. This will not only generate more interest in what you’re promoting, but will also give you an idea on what types of ads generates more responses (as seen in the number of clicks and even lead conversions). That way, you will be able to design your marketing efforts to follow what your audience is actually looking for.
Setting the Maximum Bid
You will essentially be competing with other advertisers for advertising space. In order to determine what ads will be displayed, Facebook uses an auction system that is based on ad performance as well as how much you’re willing to pay for the space. Increasing your maximum bid can improve the chances that it is your ad that will be displayed on users’ pages and not your competitors.
What’s great about advertising on Facebook is hat you will be able tocontrol just how much money you will be investing on the ads, so you don’t have to worry about spending over your budget just because some overenthusiastic Facebook users click your ads several times.
CPC vs. CPM: Which is Better?
The previous section talked about bidding, and how your maximum bid indicates how much you’re willing to pay for every click (CPC) or for every thousand impressions on your ad (CPM). This actually refers to the pricing schemes offered by Facebook that users can choose from.
Go Further With Facebook Connect
Facebook Connect allows you to bring in the features of Facebook that users have come to know and love and putting these in your website to create a website that’s completely yours but with all of the convenience and interactivity offered by Facebook.
Add the “Like” Button to Your Site
The “Like” button is easily the well-loved feature on Facebook, so it makes sense that you integrate it on to your website. The beauty about adding the “Like” button to your own site is that not only will you be able to know what topics your readers will be most interested in, you will also be able to receive mileage from those who have “Liked” your posts. Much like in Facebook itself, any “Likes” made by people on your posts will automatically be displayed on their wall, which means that people in their network can also be enticed into going to your website and reading what you have posted.
Ensure That the “Like” Button Also Enables Comments
Putting images on your posts can actually increase the possibility of getting more “Likes”, as well as getting higher CTR. One reason why photos are popular is because these break up the monotony. After all, not a lot of people get excited about seeing large blocks of text, no matter how interesting the content of the write-up may be. Be sure to not overdo it with the photos though, or else you will end up losing your audience to the images. Stick to one or two photos at most.
Some additional tips when it comes to photos: as quirky as it may sound, studies have shown that photos of people (especially those that show their faces, and particularly those of women) have led to higher CTR, especially if the picture depicts someone who looks like a “real” person than someone who is obviously a model, so you may want to take this into consideration when looking for stock photos that you can use to complement the text entry you will be posting on your website.
Put the “Like” Button at the Right Location
When integrating the “Like” button to your website, make sure to position it in a location that is prominent enough to be easily noticed but discreet enough that it won’t serve as a distraction while your site visitors are reading through your entries. Some suggestions on the best places for you to place the “Like” button in are:
♦ At the top of blog posts. Putting the “Like” button right beside or below the title of your post can entice readers to share what they have read on to their wall. Posting it at the bottom isn’t that great an idea, especially if your article is long. By then, most readers would have had enough and won’t have the patience to share what you’ve written down to the people in their network. If the “Like” button is at the top of the page, it’s easier for users to share the post to others, and they don’t even have to scroll down to the bottom of the page to do so.
♦ Above the fold. If you’re leery about putting the “Like” button at such a prominent position on your posts, the next best thing would be to put it above the fold. “Above the fold” simply refers to the area that appears on your screen when you load a page, the section of the web page that you can access without having to scroll down, up, or sideways to see.
Adding Activity Feed To Your Site
The Activity Feed displays the most recent activities that happened on your website, and it essentially syndicates the content you publish to your followers as well as the people in their network, which means an incredibly huge potential of you going viral.
Allowing Members to Log In To Your Site with Facebook
Membership websites are a great option for advertisers and website owners who want to offer exclusive content to their members. Unfortunately, it can be difficult to get people to sign up for websites, primarily because most individuals aren’t fans of filling out forms. As a result, they end up “lurking” in these websites, preferring to visit these websites without making their own accounts, even if they end up missing out on good deals.
Other Facebook Marketing Strategies
Given all of the information mentioned in the past sections, you may already be thinking that everything that can be said about Facebook marketing has already been said, but this is far from the truth, as there are other Facebook strategies that you can use to generate traffic and increase lead conversion. The important thing is for you to engage your community and encourage them to participate in any events and activities that you plan on hosting, even if these events are only online.
Create Facebook Groups
Facebook Groups is actually the predecessor of the Facebook Fan pages. While it’s true that Groups does not provide as much interactivity and flexibility compared to fan pages, these still have a certain appeal, especially if you’re interested in developing a community within Facebook.
Hosting Facebook Events
Another great feature of Facebook that you can use to your advantage is Events. When you create a Facebook event, what you will essentially be doing is creating an interactive guest list where invited people can actually talk with each other, swap photos, videos, and links, and just about all of the other features offered by Facebook Groups.
Marketplace is essentially Facebook’s version of classifieds listings. Much like other classifieds, Marketplace allows users to post ads in exchange for a small fee.
Of course, a discussion about Facebook wouldn’t be complete without talking about the apps, especially Facebook games. According to Mark Zuckerberg, the man behind Facebook, one reason why Facebook is such a hit among people is because of the games on the website.
If you don’t want to have to create an app but nonetheless want to generate as much activity as what you can get by launching an app, a great option that you can take would be to run a contest on Facebook. Lucky draws are always a good choice, as are contests that allow other members to vote on which entry they feel deserves to be the winner.
As the biggest website today, Facebook offers a lot of marketing opportunities and benefits that you can take advantage of and even have fun pursuing. However, while investing your time and money on the social network site can lead to a great pay-off, do bear in mind that Facebook is only tool that you can use to obtain your objectives.
Best & Warm Regards,
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