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However, there may be mistakes in typography or content. Also, this ebook provides information only up to the publishing date. Therefore, this ebook should be used as a guide - not as the ultimate source.
The purpose of this ebook is to educate. The author and the publisher does not warrant that the information contained in this e-book is fully complete and shall not be responsible for any errors or omissions. The author and publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by this e-book.
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CONTENTS
Chapter 1: Introduction and Why You Should be Using Facebook. ............ .4
Chapter 2: What do Facebook Users Share, Enjoy and Want? .................. .7
What Should You Be Using Facebook For? ............................................. .7
What Type of Content Gets Shared and Liked? ....................................... .9
Articles and Posts that Get Read............................................................ 13
So What Works? ..................................................................................... 17
Chapter 3: Tactics – Hit & Run Commenting, Facebook Pages, Ads and
More. .......................................................................................................... 18
Creating a Facebook Page...................................................................... 18
Posting to Your Own Page...................................................................... 19
Letting Your Fans do the Work................................................................ 23
Chapter 4: How to Find Pages and Groups to Share Your Content To.... .25
Finding Facebook Groups....................................................................... 25
Posting to Groups. ................................................................................... 27
Outreaching to Other Facebook Pages and Cross Promoting............... .28
Chapter 5: Monetizing Your Efforts............................................................ 29
Chapter 6: Optimizing, Testing and Using Tools........................................ 31
An Introduction to Split Testing. .............................................................. 31
Powerful Facebook Tools for Optimization............................................. .32
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Chapter 1: Introduction and Why You Should be Using Facebook
Facebook is one of the biggest and most successful websites on the internet. In fact, it’s the second largest overall, second only to Google in terms of users. It’s often (correctly) quoted that if the active Facebook users were the population of a country, it would be one of the biggest countries in the world. And according to a recent survey by Shareaholic, about 24% of all referral traffic comes from Facebook.
24% in other words is ¼ of all traffic on the web essentially. And that means that if you aren’t doing your very best work to try and promote yourself on the social network, you might well be missing out on a quarter of your potential traffic. Again, that’s a huge amount to be missing out on.
A more conservative estimate from Define Media Group puts the percentage at 16% but that’s stil a huge proportion either way.
Here are some more impressive statistics. Did you know that Facebook has over 890 mil ion active users every single day? And did you know that of those 890 mil ion users, most wil click on between 2-4 external links?
That’s about 1.8-3.6 bil ion referrals every single day. You should be looking at how you can get a slice of that!
But Facebook isn’t only impressive in terms of numbers. The allure of Facebook is not just ‘quantitative’ it is also ‘qualitative’. What does that mean? It means that Facebook is also very powerful because of the way 4
that it works and specifically the way it allows users to ‘target’ their marketing efforts.
Basically, while Facebook might generate 16-24% of overall traffic, that traffic wil be much greater for some websites and some niches. Those sites publishing content with a highly sharable nature wil find that Facebook works even better for them and this is of course owing to the viral nature of things posted on the site. Buzzfeed for instance – a site that is incredibly successful and profitable – says that it only cares about Facebook and social media for generating traffic.
And actually, in a world where Google is constantly changing their algorithms, Facebook offers a much surer bet in terms of a long-term strategy.
What’s more, Facebook gives you unprecedented control when it comes to deciding who wil see your content and how you’re going to market to them. In other words, you can target users based on their age, sex, location, interests and more which just isn’t possible with other methods of marketing. This gives Facebook a massive advantage and when you combine this precision with the sheer size of the audience… it’s the perfect storm for any marketer.
But just because Facebook is a huge and powerful tool for marketers, that doesn’t mean that you can just dive straight in, start flailing around and expect to get results. If you hope to be successful on Facebook then you need to have a strategy and you need to know what works and what doesn’t. Facebook should be thought of as its own ecosystem and as such, certain unique strategies need to be applied while others should be 5
avoided. Read on and you’l be armed with all of the skil s and expertise you need to start making Facebook really work for you.
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Chapter 2: What do Facebook Users Share, Enjoy and Want?
Getting Facebook to work for you has a lot to do with psychology.
Specifically, it has to do with understanding the psychology of the average Facebook user and how it differs from that of web traffic elsewhere.
What do Facebook users respond well to? What falls flat on Facebook?
What is it that makes someone share something or like something on Facebook?
Understanding this is highly important, not only because it will allow you to share the very most effective type of content that will grow and spread across the network like wildfire but also because it will help you to decide what kind of campaigns and products are the best fit for Facebook full stop.
What Should You Be Using Facebook For?
We’ve seen how and why Facebook is such a powerful tool and why you should be using it. With those kinds of numbers there’s no doubt that you should be investing a great deal of time and resources into marketing on the platform.
At the same time though, it’s also important to understand the limitations and the failings of Facebook. In particular for instance, it’s important to recognize that Facebook referrals are typically quite ‘low quality’. On average, a visitor who comes from Facebook wil look at only one page of 7
your site, as opposed to someone on Google who wil look at 2-2.5 or direct visitors who explore 3-5 pages usually.
Why is this?
On mobile this is at least partly down to the fact that Facebook users are going to be looking at your page through the Facebook browser. In turn, this tends to encourage them to head back to Facebook rather than browsing the web.
More generally though, it’s also because your posts and adverts are actually interrupting people on Facebook. When someone visits your page through Google or by typing your URL into the navigation bar directly, it means that they’re interested in reading what you have to say at that given time and thus they are actively seeking out your content.
On the other hand though, when someone sees content that they found through Facebook, they’l be taking time out of their leisure activities.
They came here to check up on their friends not to read your content.
This right away creates a subtle yet powerful psychological shift in what Facebook users respond to and how you should best be marketing to them.
For starters, it means that you should share shorter and less in-depth content on Facebook. Look at your own site stats – chances are that the pages that enjoyed the most success on Facebook were the ones that were easier to dive in-and-out of.
At the same time, this also means you should think about your goals on Facebook. If users only look at one page when they come from Facebook, this might not be the best place to make direct sales. Likewise, this might 8
not be the best place to try and establish yourself as a thought leader with a long, insightful post on the nature of your industry.
What you should be using Facebook for is to increase your brand awareness, visibility and loyalty. This is an opportunity to increase your likes, your shares and your followers and to be seen by more people.
This is a great opportunity to capture e-mails meanwhile and leads for your e-mail marketing and it’s a great place to test ideas, to communicate with your audience and to get feedback.
Facebook as a marketing tool is about casting a large net and taking that first step towards forming a relationship. It’s also about forming a dialogue and communicating. But while there are exceptions to this rule, it’s not as well suited to making direct sales.
What Type of Content Gets Shared and Liked?
Another thing to think carefully about is the type of content that does well on Facebook. What can you post and share that wil get people talking about your brand?
This might mean creating your own content, or it might mean finding content that is currently trending already through tools like BuzzSumo.
Whichever route you go though, there is a lot of value in the skil of being able to identify the type of content that wil thrive here and then picking that for your own site.
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Again, understanding this is all to do with understanding the psychology of the Facebook user. And specifically, it’s about knowing why people are moved to share.
Here’s one quick observation that might take you by surprise for instance: most people who like or share something on Facebook wil do so before reading it. In fact, they may not ever read it.
Think about your own Facebook use. What was the last thing that you shared on Facebook? And what was the process that led you to do that?
Did you see a link that looked interesting, follow it, read it and then share it/like it so your friends could see it?
Or did you see it, think it looked interesting, click ‘like’ or ‘share’
while chuckling to yourself then decide to come back to it later?
In many cases, it wil be the latter.
So if they haven’t actually read a post, why would they click like or share?
There are two main reasons:
Communication
Expression
Let’s look at each of them here for a moment…
