This was not a question, but a directive from a client when we were starting their marketing campaign. Their unhappiness with Facebook was legit as they weren’t getting any conversion even after having 1889 likes on their post, which is huge for a localized business. However, the fault wasn’t from Facebook. It was with them who were doing the marketing campaign.
Facebook Needs to Know Your Strategy
You need to have a clear strategy and a goal for your marketing campaign – which most of the marketers lack in- and you have to convey it to Facebook too to get the desired result. But before that, you need to know how Facebook’s brain, its algorithm- Edge Rank, works. It actually works like a point collection system. The more comments, likes, and shares you get for your post, the more points will be added to it, and with more points, Facebook will show it to more audiences in their news feed. Not only that, Facebook’s algorithm also keeps looking at people who are converting for your offer, and finds similar people or the look alike audience that are also likely to convert.
See how Facebook choose what to show in user’s news feed:
- Taking care of the interests of the user in the creator.
- How your post is performing among other users.
- Performance of past posts among other users is also analyzed.
- What types of posts a user prefers- status, photo, link.
- How new is the post.
So, getting cheap likes on your Facebook page is no guarantee for conversion. If you are not having access to the right audience, it’s likely that you’re not going to get good conversion. That’s why, you need to tell your strategy to Facebook by optimizing your client’s page accordingly. When you optimize your page for conversion, Facebook starts working on automatically drawing prospects towards your business. It knows how to find and connect to the right audience better than us. All you need to do as a marketer is to be precise with your strategy in finding the right prospects. However, most of the marketers fail in doing so, and thus draw the impatience and no confidence of the clients against Facebook.
Here are some mistakes that many marketers commit that fail them in tracking the right audience on Facebook:
- By targeting very broad interest or no interest at all, they fail in picking the right audience.
- By setting up the page wrong way, like not using the conversion pixels for tracking the right audience.
- By avoiding to have a deep insight on the Ad reports. Things like CPC, CPM, and Ad Score needs to be taken care of here for getting cheaper sales and leads.
A Case Study for Better Understanding
A 13 year old business, an awnings company, started its digital marketing on Facebook way back in 2012, when Facebook was not so difficult to crack. People connected to it rather easily, and they had 1889 likes in no time. This was huge for a localized business. And for an awnings company, we were like- who on earth ‘likes’ an awnings company page!
They were paying for content to be created, and did postings each day on their page, however, got zero engagement, no likes. It wasn’t a surprise for us to know that, but we had to know about the real problem so we went on to check those early posts. They had posted useful stuffs- the opening of a pet store, coupons for a local bus tour for kids and so on.
So, even with a huge 1889 likes on their page, and with good content, they weren’t able to convert those users for their business. If they could have been able to make 1% of them as their advocates, 18 people could be there talking about them. Of the 18, even if they could have gained 2 staunch vocal advocates locally, their business could have rocked.
However, this was tricky. Repeat orders in this business come after 5 years! But we still decided, we could leverage the number because most of ‘fans’ were active on Facebook.
Based on that premise, we started our campaign. They were already having a good presence with a huge number of likes on their page, so we focused on increasing their social engagement on Facebook. We did the following:
- We focused on localized advertisement, using Facebook testimonials of previous clients after getting their permission. We targeted ‘them and their friends’ in the first round.
- Identified businesses who were locally active on Facebook and networked and engaged with them.
- We encouraged the client to collaborate with those local businesses and offer special deals.
- We then used this to thank customers and send them a coupon if they wanted to replace their awning.
- We focused on local community events and through this, we reached 3741 likes in just 6 months.
In just 17 months, we were able to increase the repeat orders by 1.9%. They became influencers leading to other collaborations and new business ideas like hardscape landscaping. The client was amazed to see this and his faith in Facebook marketing was restored.
- Getting people into your list is tough. Once they are in, find different objectives and ways to leverage them.
- Do not throw away a list if people are active on the medium.
- Connect your business with local community events. It increases visibility, builds brand, and helps in conversion and in finding other collaborators.
- Find collaborators and piggyback ride on their reach. You can do that in two cases, if you have a great product or if you have a big list.
- Try and be an authority.
Facebook is a social media platform and to promote something here, you need to engage with people- the right people. You can’t create conversions just by fetching hundreds or thousands of likes to your page or posts as it can come from random users. For reaching to and connecting with the right people, you need to optimize your Facebook page that way, which needs a deep understanding of how Facebook works. Once you get that, you’re in for the show!
This was our 4th blog on Facebook Marketing in a series of 13 blogs each answering a crucial question related to digital marketing.
Next week, we’ll bring another compilation on the use of building a list for email marketing. Till then, stay tuned…