Facebook isn’t just a social media website for sharing personal status updates and photographs anymore. It’s also a place where thousands of businesses are finding new customers.
With Facebook’s sophisticated and precise audience-targeting capability, it has become a powerful marketing tool. The most effective Facebook marketing strategy is to offer a free, but high-value, product such as an eBook or webinar, so you can turn fans into new email subscribers.
If you are considering adding Facebook marketing to your advertising game plan, here are the five steps for turning Facebook fans into customers to grow your business or organization.
Begin by defining your objective and ideal customer. Defining what you want to accomplish and who you want to attract are essential to planning an effective Facebook marketing campaign. Questions to ask include:
What is your objective?
Who is your ideal customer?
Define the characteristics of your ideal customer – who they are, what they do as well as understanding their interests and behaviors by asking questions such as:
Understanding the answers to these questions will help you create a compelling Facebook ad with the right messaging, imagery and call to action.
Once you have defined your objective and audience, the next step is to consider how you want to attract your ideal customer. In this step, you need to determine the high-value free offer. Here are the best practices to follow when deciding what to give away:
Next, create your free offer and determine how it will be delivered:
Once you have decided on the free giveaway offer and its delivery method, you’ll need to create a Facebook ad targeted to your ideal customers. Click here to learn how to create a Facebook ad.
Special Announcement: Coming in January we'll have additional social media insights on the Walsworth blog to help you learn how to create successful Facebook ad campaigns!
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The next step is to create a landing page. The landing page is where the Facebook user will go after clicking your ad. The purpose for the landing page is to convert the Facebook user into a prospect by encouraging the visitor to provide their contact information (name, email, etc.) for your free giveaway offer.
For more information on creating great landing pages, check out these articles:
After collecting the names and email addresses from your landing page, the next step is to convert these landing page submissions. This is accomplished with email marketing. Your email campaign should be a series of three to five emails that communicate to the prospect the products, service or program you are selling.
Refer to these email best practice articles for tips on how to leverage email to convert prospects into customers:
The last step is to measure the results of the Facebook marketing campaign. Specifically, measure these items: