Inbound marketing is always preaching that you should build your own audience, and while it is true that the audience you build on Facebook is not altogether yours, it still can have tremendous value. The people who like your content and your brand on Facebook can impact your business in numerous ways, and even become customers and promoters. I want to show you a few things you can do and can things you can post that will help you increase your likes on Facebook and turn those likes into leads.
GIVE PEOPLE AN INVITATION
My first suggestion is simple: ask people to like your page. People respond to invitations. Maybe not everyone you invite will like your page, but a great deal will if you do it right. The first way is to ask people to like your page through a post from your personal Facebook page. It could be as simple as, “It would really mean a great deal to me if you would take a moment and ‘Like’ my business page. Click here to see our page and please click the like button,” and share the link to your business or organization’s Facebook page.
An even better way to get your friends to like your page is to private message them a personal request. We had a contest last year to see who in our office could get the most likes on our company’s page. I pulled out all the stops after one of my co-workers dropped the gauntlet and said there was no way I could beat her. So I put my thinking cap on and crafted a personal message to my friends. I personalized each private message with their name and kept it short and sweet. I would sometimes put a single line about our connection or ask them a question so they would follow up with me. It was highly effective and got me more likes than any of the other methods. Another way I presented an invitation was through an image with a message in it. I unabashedly used my children to elicit support for my personal campaign. I had my kids pose on the steps of my home with signs that implied they were asking people to like our company page on their dad’s behalf. Anytime you can leverage the power of cute kids or pets, I say, “Why not?”
GET LIKES FROM POST ENGAGEMENTS
Anytime someone comments, shares, likes, or reacts to your posts, you have some new tools on your belt that you can take advantage of. A great way to grow likes for your company or organization is to look closely at the engagement on your posts. Facebook has made it easy to connect with people who engage your content. The blue text at the bottom of your post shows likes, reactions, and shares.
If you click on the line of people who have liked or reacted to your content, you will see a list of people pop up. Out to the right are a few buttons that will appear. It will either say INVITE, INVITED, or
LIKED. If it says INVITE, you can click that button and Facebook will send that person a notification that they have been invited to like the page. If it says INVITED, that means the person already has been invited and this prevents you from repeatedly asking them. If it says LIKED, it means that person has already liked your page. You can see in the screen images what this looks like when you click on the names of the people who liked your post and how you can easily invite people to like your page.
If you click on the number by the shares in your post it will bring up a list of people who shared your content and a visual of what their post looks like. Be sociable and LIKE their share. Maybe even add a comment to the post that says something like, “Thank you for sharing our post. We really appreciate it!” Depending on the privacy setting of the user you may not be able to comment as your organization. Some privacy settings do not let business pages comment at all. Take advantage of the ones that let you like their share and comment when you think it is valuable and makes sense. This is a powerful way to connect with people who took the time to share your content.
Lastly, for post engagements, be sure you like and respond to everyone that has positive comments. Gratitude goes a long way, and people love to be appreciated. Thank them and let them know your appreciative. Like their comment and pay attention to see if they respond to your comments. Keep the conversations going if it make sense. You may learn a little bit about how people perceive your brand in the process.
PAID AD STRATEGIES
In order to get access to more people, most businesses and organizations are having to experiment with the paid ad platform Facebook offers. You can do “Like” campaigns, but a better, more effective approach to getting likes is to find out what content has had the best unpaid response and engagement. Put some money behind that content and target people geographically that could actually become customers. Once you boost that content, implement the strategy we discussed in the previous section. Follow-up with every like, reaction, share, and comment. Invite people to like your page. You can get some serious results from combining a paid strategy with the follow up process for post engagement.
TURN FACEBOOK LIKES INTO LEADS
Turning visitors into leads all starts with a great piece of content or contest of some type. Hopefully your website is setup to convert visitors into leads. Even if your website is not completely up to par, there are third party landing page builders that can really come in handy. If you have a great promotion, a guide, or a contest, you can put an entry form on your site or landing page to turn visitors into leads. Put a great title on your page for your offer, explain what they get with some bullet points, and include a great graphic that helps them convert and that can be used to promote your offer on Facebook. Make sure your form is simple enough and only includes the fields appropriate for the value of your offer. Don’t ask for 10 pieces of information on your form if the offer has a small value. Just ask for an email address for basic offers. If you have a particularly valuable offer, you can experiment with asking for more information on your forms. Share the link to the page on Facebook along with the image you want to promote your offer. Experiment with the copy above the post image and see if one outperforms. With everything digital, be sure you measure your results and make improvements.
If you are only engaging your Facebook likes on Facebook and you never invite them to your website where they can become a permission marketing lead, you are missing the real value of social media. Take some time every week and build the audience on Facebook and make sure you have a plan to convert those likes into leads on your website.
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