1. Write Posts that are Cheerleads for Your Prospects and Fans’ Values and Goals.
The biggest problem with Facebook posts is reach. You need to get your audience to like them, and that means you need to know what your audience values and what their goals are. If you can create a post that cheerleads for those values and goals, you’ll get likes and that gives you more reach.
2. Advertise to Promote Your Posts to Your Prospects
But we feel that ads are needed to promote posts, because if you only have 1,000 fans and you’re only reaching 50-100 people with each post, that’s not enough. What percentage of those 50-100 will come to your website or contact you or come into your physical store? The number of potential customers drops with every step through the marketing funnel, so out of 50-100 people you may only get 5 clicks to your website. That’s not enough. The average ecommerce website converts 1% of visitors, so you need to be getting 100 people at a time to your site, not 5. That’s why ads are necessary, and fans are an increasingly peripheral consideration. promote your posts with ads that target your potential customers, whether they’re fans or not.
3. Reach New People For Free With Shareable Posts
The way reach new customers for free is to get Facebook shares.
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I studied what kinds of posts get shared and which don’t in Contagious Content (free pdf here).
People share posts that are giving (contests), advising (how-to), amusing, inspiring, amazing, or warning (bad weather coming).
People don’t share posts that focus on your company or its employees, are edgy or offensive (except for rare customer groups that are all about those things), are obscure or niche in interest.
When you find that one of your posts is highly likeable and shareable, advertising it will get you a ton more interaction and visibility for a low cost. Our best post ever got us 80,000 likes and 35,000 shares and was seen by 424,000 people for less than a $200 ad spend.
4. Drive People to Your Website
Any post without a link to your website is a wasted opportunity.
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Keeping people on Facebook won’t necessarily help you get sales.
For B2B, blog on topics that help move your prospects toward the decision to buy from you, then post that on Facebook with a link to the post. Then promote that post with ads targeted to your prospects.