Tag Archives: facebook

9 Steps to Stop Losing Your Facebook Page Audience

Grow Your Facebook ReachIt started with Fans, then you asked people to “Like” your company or brand.  Your audience and social outreach continued to expand.  Just when you were gaining momentum and thought you successfully navigated Facebook’s changes, Timeline torpedoed your page.

 

Saving your Facebook Page requires more than finding an acceptable cover photo and completing the missing information on your timeline.  The marketing value of a Facebook Page is limited by its Reach.  Facebook has indicated that posts are only seen by up to 20% of your audience.  Follow these steps keep your audience engaged, expand your reach, and prevent your page from becoming obsolete:

 

  1. Post unique & interesting content– duh!  People are not on Facebook to see your brand so your content needs to keep them entertained or they will:
  2. Be easy to find – encourage followers to add you to a list or visit your page directly.  Create and provide a custom URL so people remember and know where to find your page!
  3. Encourage social sharing – execute #1 properly and your audience will want to share your content with their Friends.  Sharing increases your Reach exponentially.
  4. Give a reason to come back – use contests, special announcements, and exclusive offers to drive traffic back to the page on a routine basis.
  5. Target posts by time, demographic, and location – track Page Insights to determine the most effective times to post, audience characteristics and behavior.
  6. Test Facebook Ads, sponsored stories, and promoted posts – these tools are affordable for any size business or brand!  Start with a $5 budget and closely monitor feedback to maximize your efficiency.
  7. Stop using third-party applications – Hootsuite and Buffer are great for organizing and tracking posts, but content delivered through 3rd party apps is less likely to appear in the Newsfeed.
  8. Grow audiences on other social networks – direct your Facebook audience to follow you on Twitter, LinkedIn, Quora, and other social platforms.
  9. Promote your page everywhere possible:
    • Include the link in your email signature
    • Add a “like” box to your blog
    • Invite all of your Facebook Friends & encourage Friends to invite others
    • Connect with other page admins & cross-promote pages
    • Tag your page in posts and urge others to do the same
    • Interact with other pages using your brand/company identity
    • Include your unique page URL on all company correspondences, newsletters, business cards, or other outgoing materials

Don’t let the value of your Facebook audience go to waste.  Start by implementing one or two suggestions, monitor the results, and make any necessary changes to your approach before you introduce another idea.  Some opportunities will produce better results than others and certain steps may not be ideal for your business or brand.  Treat your Facebook Page as a component of a broader, more comprehensive marketing strategy.  There are more important things in life than Facebook!

 

Don’t have a strategy?  Contact me for a free strategy consultation.  Ask me about the 48-hour, no-cost marketing strategy that  incorporates the online marketing elements that are critical to a successful strategy (SEO, content generation, website optimization, reputation management, etc).  At the very least I’ll teach you how to put the solicitors of these services in their place!
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A Perfect Social Media Strategy in 2 Hours or Less (part 1)

social icon assortment arrayI’m not going to lecture you on the importance of your online presence and monitoring your social profiles.  We’ll leave that to the social media gurus, warlocks, and ninjas.  My social makeover will transform you from a social networking wannabe into a borderline media mogul in under 2 hours.  The 2-part approach gives the skeptics a chance to bail on my plan at the halfway point.  Meanwhile, you can explore the results of your initial efforts, collect your first metrics, and note opportunities to improve your social strategy before you progress to the second phase.

10-step Social Makeover and Guide to Create a Social Presence in Under 2-Hours:

  1. Ron Burgundy online identity crisisDetermine your online identity.  I suggest seizing ownership of your name whenever possible.  Obviously if you’re a ‘John Smith’ that may be tough, but you want to choose a social alias that will become synonymous with real-life you.  Use this identity as your username for new accounts and your custom URL on each social profile you establish.  My preferred identity is ‘DanLeavitt’, but I share a name with a somewhat socially savvy musician from Colorado so I occasionally use my alternate identity: ‘DanLeavittJr‘.  Check KnowEm.com before you choose an identity to make sure your alias is available on each of the major social platforms.
  2. Outline your profile.  The information you publish should be consistent on every social platform.  Create a short version bio, long version bio, list of interests, books, TV shows, movies, and any other content you regularly see on someone’s profile.  Copying and pasting this info to the new profiles we plan to create will save time, ensure consistency, and improve SEO efforts.  Now we can focus on the personal and professional identity trifectas!  (Advanced Tip:  Create a document titled ‘profile content’ in Evernote so you can easily access and update the material)
  3. Facebook social media cornerstone & home baseGive Facebook a face-lift.  (trifecta pt. 1)  It’s time to stop being a creeper and become a contributor.  Facebook is the king of social networks and it represents the cornerstone of your online identity.    Contrary to popular belief, Facebook is not a forum to share every detail of your personal life.  The easiest way to create an audience is through content that is funny, cute, and/or relevant to a broad audience.  Avoid taboo topics and newsfeed-jacking (limit yourself to 1 post every few hours you little addict).  Keep an eye on your privacy settings and follow the golden rule: “If you wouldn’t share it with a stranger, don’t share it online.”
  4. Twitter isn’t a dirty word.  (trifecta pt. 2)  What do I write?  How come I only have 140 characters?  Does anybody pay attention to this crap?  Write whatever you want (something quasi-intelligent is preferable).  It needs to be short and sweet, so get to the point!  Millions of content addicts flock to Twitter each day to learn breaking news, helpful hints, or find an audience that shares a common interest.
  5. I think therefore I blogOnly the best blog. (trifecta pt. 3)  Blogging is the yellowbrick road to social networking Oz.  Follow the yellowbrick road.  What do I write about? Anything!  Follow the Golden Rule and write about your interests or share your expertise.  The content you create will become a portfolio you can share with your new online audience.  (Free blogging platforms: WordPress.com, Tumblr, or Blogger)

Tomorrow I’ll share steps 6-10, including the second trifecta necessary to solidify your professional identity.  Are you still concerned that managing your social presence will become a tedious time burden?  I’ll introduce you to my favorite tools and resources that will make monitoring your new social presence a breeze.

***BONUS: you can establish your online identity by joining social networks and interacting with that network.  Feedback is another tool that expands your presence.  Provide reviews on sites like Yelp.com, Google, and MerchantCircle to become a valuable source of information in your community.  Part 2 will include a couple of tools you can use to track your influence on the community.  Want to get a head start?  Go write reviews for your favorite restaurant, pub, and local attraction!***

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Filed under Personal, Social Media & SEO