STEP ONE: OPTIMIZE YOUR FOUNDATION FOR FACEBOOK SUCCESS
– Brand your page
– Timeline cover photo: 851×315 pixels
– Cover photos can’t be more than 20% of text
– Change the cover page at intervals to keep it relevant and interesting
– Add promo links if possible but not on the cover itself (Powered by heyo)
Example: Dunkin Donuts engages with “fan of the week”
Limitations: Cover Pages cannot contain any of the following:
a. Price or purchase information, such as “40% off” or “Download it at our website”.
b. Contact information such as a website address, email, mailing address, or information that should go in your Page’s “About” section.
c. References to Facebook features or actions, such as “Like” or “Share” or an arrow pointing from the cover photo to any of these features.
d. Calls to action, such as “Get it now” or “Tell your friends”.
e. Covers must not be false, deceptive or misleading, and must not infringe on third parties’ intellectual property.
STEP TWO: GROW A LUCRATIVE FAN BASE OF QUALITY LEADS
“The average company saw a 185% increase in traffic after crossing 1,000 Facebook fans” – HubSpot 2012
a. Link your page to your personal profile:
– Check your links to ensure they are not going to a “dead page” (dead link or 404).
– Post both in your profile and in your page
– Add your page in the ABOUT section
b. Secure your custom URL for your Facebook page:
– Customize to avoid random naming.
– Format should be: Facebook.com/companyname
c. Add the Like box to your website:
– Once “liked” in your website, they’ll become fans in your page
– If using wordpress, google “WordPress Like Box plug-in” to install
– If not using WordPress, google “Facebook Social Plug-In Like box”
d. post 2 to 5 times a day
– Number #1 reason for unfollowing: Too many posts
– Post a variety of things/topics: images, videos, etc
– Include “call to action” for each post
– Maximum of 80 characters per post ideally (27% more engagement)
Example: Richard Branson asked on his page, ‘Who is your favourite fictional character?’ His favourite is Peter Pan so he included a picture of him. There were many people who were engaged in this question that caused a lot of interests on his Facebook page.
STEP THREE: CREATE MASSIVE ENGAGEMENT
“Photos in Facebook generate 53% more likes than the average post” – HubSpot 2012
1. Snackable Image Strategy:
– Relatable, easy to relate to image.
– Include an easy to answer question (fill in the blanks, yes or no, click to comment, etc)
2. Sneak-Peek Image Strategy:
– Include a “behind the scenes” view
– Makes it personalized, makes you human
– It’s not all about the brand or the image, it’s about personal engagement, having fun, make it relatable
3. “Action” Image Strategy:
Stat: When fans are asked to like a post, there’s a 3X higher “like rate” than otherwise.
– Use “like” to learn more
4. Blog Post Strategy:
– Link to the Blog post in your page
5. Traffic Generating Image Strategy:
– Add short videos to Facebook page, including an image preview
– Image size for image preview to not get cut off in timeline: 402 x 402 pixels
STEP FOUR: LEVERAGE FACEBOOK’S “SUPER FEATURES”
“More than 300,000 pages have promoted 2.5 million posts since launching in June 2012” – Facebook 2012
Caveat: You Need 400 fans to use Promoted Posts
1. Promoted Posts Strategy:
– Promoted posts are status updates where you pay to have ads shown to your Fans and Friends of Fans
– Newsfeed ads are sent out using the Promoted Posts
2. Facebook Offers:
– Easy to implement
– Offers interface with mobile devices (will act as a mobile coupon)
– Can send directly to Fans’ emails