Facebook is one of the hottest topics online, although only a minority of marketers are effectively using the platform for marketing. Becki Andrus began online in 2006 and quit her job in 2007 based on her own successful traffic generation strategies. She has been moving with the trends vs. using some of the more traditional Internet marketing strategies, although her initial marketing focus was Adwords. She believes that Google Adwords is too hard today for most due to campaign slaps, adwords account shutdowns, SEO algorithm changes, and higher competition.
Although marketing on alternative platforms, especially Facebook is easier, the Facebook mindset is crucial to understanding marketing on Facebook. Those trying to blatantly market in their ads will be ignored. By way of contrast, when Becki quit posting to a fan page due to an emergency situation that came up suddenly in her life, her fans began posting to the page to inquire where she was and that they “missed” her updates.
Marketing on Facebook is about creating relationships.
Today, the average Facebook user spends 33 minutes on the site vs. 20 minutes on Youtube and 13 minutes on Google. The search engines recognize the importance of social media, with Google’s +1 as key evidence. In addition, Bing now integrates a user’s profile preferences into it’s search algorithm. Small businesses now recognize the importance of Facebook, but few know how to leverage it. Finally, Facebook has become a main source of information; often much better than available on the news sites.
Image via CrunchBase
Today, very few marketers are using Facebook due to:
High perceived cost of ads. But most of this is based on a misunderstanding of how to use Facebook for marketing.
Ineffective ads. Another misconception, based on using “traditional” marketing methods vs. socially adept marketing.
Personal logins and privacy concerns, mixing business conversations with those of friends. Again a misunderstanding of how Facebook keeps fan pages completely separate from business accounts
Of today’s 500+ million Facebook users, over half log in every day. Social relationships are most important and users are there for social interaction and entertainment. Many people start their day with Facebook, often before brushing their teeth.
Becki uses Facebook for affiliate marketing (creating fan pages in niche markets), opt-ins to build a list, building a blog following, offline marketing, branding (more expensive), and staying connected with current customers (often more effective than email marketing). Although no website is required, she advises associating a website for list building, since Facebook owns the property.
Fan pages are effective in building a community of people with like interests. In addition, the news feed creation automatically creates updates for fans. The viral aspect of these feeds encourages friends of your fans to join and promote your page as well. And once a page has been established, the use of demographic targeting can be used to keep the costs down. Split testing is important, in order to maximize effectiveness. Becki is achieving 80% (up to 98%) conversion (Likes), which isn’t possible with any other type of traffic.