What does your digital marketing playbook look like?
Whether yours is a set of scribbles in a pocket notebook, or a 106-volume epic a la the Hakkenden, chances are there’s a chapter dedicated to social media marketing on Facebook.
If that chapter is as yet unwritten, fear not. You’re about to be propelled headfirst into the world of Facebook marketing, learning from our top three lessons for digital success:
- Why a Website + Facebook Business Page go hand-in-hand
- Why you shouldn’t rely solely on a Facebook page
- How to use your Facebook Business Page to drive your digital marketing goals
So, take a seat, get your notebook out, and listen up. Class is in session.
About Social Media!
“The average amount of time spent on social media each day is more than two hours! Even better than that, communicating with your organic audience doesn’t cost a thing.
~ Brand Watch
Website + Facebook Business Page = Digital Marketing’s Perfect Partners
Though your website and your Facebook page are, of course, unique and exist in different camps, that doesn’t mean they shouldn’t be talking to each other.
In fact, both should be working toward the same goal, whether that’s lead generation, bolstering online sales, or simply growing brand awareness.
It also doesn’t mean they are competing against each other. Each has its strengths and weaknesses, which complement each other like a double cream brie and a fine water cracker.
Your website’s contribution to the cheese party is its ability to display a whole host of information in one place. Your site tells your customers who you are, what you’re about, and how your product or service solves their challenges, among other things. You just can’t fit all of that on a Facebook page.
On the other hand, your customers aren’t checking your website every other day to see what’s new. That’s where the strengths of your Facebook page shine. You can communicate with your followers (customers and prospects), in short bursts and on a regular basis.
And people are there to see it, every, single, day. The average amount of time spent on social media each day is more than two hours! Even better than that, communicating with your organic audience doesn’t cost a thing.
So it’s essential to ensure you have communication and links going in both directions. That means when you build or refresh your website, you’re directing people through to your Facebook page and encouraging them to follow you. You’ll also be using your Facebook page to drive traffic back through to your website, which we’ll talk about shortly.
Don’t Rely On Facebook For Digital Marketing Wins
One of the greatest things about creating a Facebook Business Page is that it doesn’t cost a thing. Unfortunately, small business owners all too often take this luxury for granted and make the (incorrect) assumption that they can get by without an actual website.
Your Facebook page is not a substitute for a website.
First of all, it doesn’t foster a lot of buyer confidence. Think about the last time you came across a business that was on Facebook, but didn’t have their own website. Chances are, you were more than a little suspicious. The likelihood that buyers will trust this business enough to purchase from them is extremely low.
Secondly, you have zero control over your customer data as a Facebook Business Page owner. You do not actually own your Facebook page, Facebook does… Sure, you might have a followership of 10,000 or more, but you don’t own that information in any way at all. That means you’re entirely at the mercy of Facebook and its relentless changes to data access.
At any point, you could ‘lose access’ to that data. Plus, you can’t really do a lot with it compared to an email database. You can’t segment by individual and create targeted messaging by buyer persona or customer “Avatar”. You don’t always have the same kind of organic reach either, due to the way that Facebook’s algorithm decides how and to whom it displays (or doesn’t display) your organic posts.
So, while every new follower on Facebook is a step in the right direction, what you really want to do is give them a reason to go over to your website and sign up as an email subscriber. The easiest way to do this is to provide your Facebook traffic with sufficient value that they click through to your website. By ensuring that your website is conversion-focused with strong calls-to-action also ensures that visitors become subscribers.
Once you’ve got an email address, you’re in the money. Email marketing tactics have an expected return of $42 per dollar spent. Yes, you read that right. That’s an insane return on investment and one that business owners who are relying on Facebook Business pages as their sole online presence are losing out on every single day.
Plus, once you’ve got their email, you mitigate the risk of losing contact if Facebook changes its data privacy terms.
Using Your Facebook Business Page To Drive Your Marketing Goals
All of this isn’t to say that you shouldn’t have a Facebook Business Page. Far from it. The important thing is that you’ve set up both platforms to seamlessly work together toward the same goal.
So, how can you use your Facebook page to boost your website performance and drive your marketing goals?
There are three key ways that your social media presence can work hand-in-hand with your website:
- Blog posts
- Paid advertising
- Lead forms
How To Use Facebook To Boost Your Content Marketing Achievement
Well written blog posts are a vital part of any good digital marketing strategy.
Today’s marketing and sales environment is all about education. Customers (both B2B and B2C) expect to see not only that your product or service can solve their core challenge, but also that your brand can demonstrate authority, expertise, and trustworthiness.
Trust is something that is built over time, as your company develops a great reputation for great service, reliability, and value. Authority and expertise, however, can be significantly influenced by high-value blog posts.
Plus, they’re great traffic magnets, thanks to the wonder of SEO. SEO (search engine optimisation) is all about optimising your content (web pages, blog posts, etc.) to be found on Google. The logic behind using blog posts for SEO purposes is this: your web content can only cover so much.
Let’s say you sell outdoor gardening supplies. A customer searching for “outdoor gardening supplies” has a reasonably good chance of coming across your website, all things being equal. However, a customer searching for “how to renovate my backyard”, probably isn’t. Both customers require your services, though. A blog post designed to target that specific long-tail keyword, though, stands a much better chance.
Where does Facebook come into all of this then? Well, the likelihood that your blog post comes up in the search results (and it’s position within them), is influenced by a number of factors. One of these is the amount of traffic the page has received. It’s a bit of a weird catch-22, you won’t get traffic if you aren’t ranking, but you won’t rank if you don’t get traffic.
Publishing your blog posts on your Facebook page is one way to direct traffic through to the article, which will, in turn, have a positive effect on your Google search rankings for that post!
Using Paid Facebook Advertising As Part Of A Digital Marketing Strategy
Marketing tactics that drive traffic from your Facebook page to your website are well and good if you have a significant audience. If you’re just getting started though, you probably don’t.
In this case, it’s a good idea to think about using paid ads on Facebook to build your audience.
There are three main types of Facebook ad objectives: awareness, consideration, and conversion. You can use consideration and conversion-focused ads to drive direct sales, or to encourage form sign-ups. More on that soon.
Awareness-objective ads are a great way of building your audience on Facebook. Comparatively speaking, they offer a low cost per ‘lead’ than other forms. A simple way to enact this is to run a promotional giveaway (e.g. one of your products for free), when viewers take a specific action. Usually, this would require the viewer to follow your Facebook Business Page, and then reshare the post. This delivers two results:
- A new Facebook follower
- A wider organic reach, as their post will then be seen by a selection of their Facebook friends. We say selection, as Facebook’s algorithms are quite complex and don’t actually show every single post to every single friend.
How To Get Email Subscribers Using Facebook
You can use a very similar tactic to the one mentioned above to generate email subscribers. Instead of requesting a like and share though, you’re asking for an email address.
A typical example of this would be a common content marketing approach, such as a free guide or eBook, like our
FREE ONLINE BUSINESS HEALTH CHECKLIST.
This is offered in exchange for an email address, which people are generally happy to part with if what’s on offer has a perceived value.
If you’re running an e-commerce business, or your website has an online store component, then you could easily offer a discount on online purchases as a substitute for a content offer.
Digital marketing encompasses many different components, and your Facebook Business Page is just one of them. That said, if you can nail these few things, you’re well on your way to digital marketing success:
- Don’t rely on Facebook alone
- Get your website and Facebook Business Page working toward the same goals
- Share your blog posts on Facebook to create traffic and boost your rankings
- Run paid ads to increase your followership
- Use Facebook to generate email subscribers
Need a hand getting your Facebook page to play nicely with your website? Give us a call; we’ve got over 14 years experience in the industry.
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