written by Liz Laenger
Everybody says they get customers, leads and sales from Facebook. You hear it so many times, you have to believe it's true! Here is what you need to know before you push that “easy button”. The one that looks like this>>
First, I want to establish there is a difference between a post and a paid ad.
Posts are free and shown to a small percentage of your “fans” or “likers”. You can make as many posts as you want, and they can be any combination of text, image, or videos. Because your posts aren’t shown to everyone, I aim to post 1-3 times a day.
Paid ads can be made through your Facebook Ads Manager. These paid advertisements show up in the newsfeed of anyone you target, whether they are your fans or not, with a tiny little “sponsored” text.
Boost Post is kind of a hybrid of a post and an ad. It is an actual post that you choose to pay to get more of your fans displayed to. You can also choose other types of people to see it too. These are great because you can target the friends of your fans and other clever options exist here. It too will show the “sponsored” text on it.
Oh wow, FB makes this so easy! Right? Just one button and you're raking in the dough...... Right?????
I get this line from my prospects all the time: “I spent money on Facebook ads and I have nothing to show for it”. Or "all I got is crap leads."
Facebook is genius for putting that Boost Post button on every single post, making it so easy to get started. Really as marketers we should all take note. Make it easy for your customers to give you money and you have yourself a winning business model. If you don’t already, you need to think of yourself like a marketer, not just a Facebook Admin!!
But let’s get back to YOUR business.
So let me tell you what you need to know so you can decide if it's right for you to click this button. Here is what to do, and in this order.
1. Make a strategy for your posts. When I first start working with a client I ask a series of questions. I need to know what their call to action is or what do you want the customer to do? Do you want them to make a phone call, walk into the store, purchase online, fill out a form? We begin with the end in mind.
2. Find out the pain points of the current customers. What kind of questions do prospects have? Make a list of the top 10 questions you get. Now you’ve got lots to talk about!
3. What is your story? How are you going to tell it? Why was the company started? Who started it? What kind of people work there? What service projects does the company do? Who are the customers they serve? All of these answers will give you ideas about how to tell the story on the business page through posts. You can make short or long posts. You can use videos and images of your customers or even employees.
4. Now it's time to plan. Take a blank calendar and lay out your posts that give value by answering questions of the prospects, talks about the pains you solve, and tell the story of your business.
Now that I have given away a great deal of valuable information I feel comfortable asking you to take action. There are several ways to do it. You can make a coupon or “Facebook fans get a discount” style post. Customize your promotion with the season or typical offers you have.
It's super rude to selfishly promote yourself like this: Buy my stuff.
Come buy my stuff.
Hey! Come buy my stuff.
I see it all the time and to me It says, “I don't care what you want or need, just do what I want.”
Promise me you won't do that?!
Providing value to your fans allows you to use great social media platforms like Facebook in a personal, social way. And that’s the point! When your fans comment on your posts do whatever it takes to reply or like their responses right away. This is social media, so act like a person and not a building.
Now what if you don’t have many fans or you want more fans?
Great question! I’m glad you asked!!
Run a likes campaign. This is too easy and you can do it without even going into your ads manager. You can click “Promote Page” from your business page to get it started. Ask people to like your page for a good reason. Use the text to communicate what that is. Here are some examples: “Like our page to get the latest in (the value you provide).” or “Like our page to get our Facebook fan specials”.
It is a great idea to build an engaged audience at the same time as boosting your post. Following the steps I’ve laid out here will do this for you. It is several steps but YOU CAN do it.
If you want more help with your post and your business Facebook page come to my free training " Easy 3 Step Strategy”. I’ll walk you through it.
Sign up here and you’ll get a free download of 30 days of Great Posts. It is very helpful. You will love it! See you there.