Over the past few years, it’s become increasingly harder to get people’s attention. On Facebook, in particular, we’ve found that organic reach for pages has dropped over the first six months of 2017. This is partly due to algorithm changes, and partly due to the response from brands trying to increase their exposure, publishing more, and creating more competition for the eyes that are on the news feed.
Facebook groups are a great solution to this decrease in organic reach. They create engagement and community that pages simply can’t. The nature of a Facebook group is far more interactive and multi-dimensional, whereas pages can seem a bit flat and one-sided.
A Facebook group is also a major way to gain traffic to your website. Posts to your page or personal wall will often go unnoticed due to Facebook algorithms, but each member of a group receives a notification if there’s a new post. This drives traffic to the group and can drive traffic to your website when you share a link to your blog. Of course, these types of notifications can be turned off, but if you’re offering great content and personal interaction with your group, it’s likely they won’t be.
There are three main things you can do to ensure your Facebook group starts out on the right foot and attracts the potential customers you’re looking for.
- Be crystal clear on what type of group you want to have. There are three types of Facebook groups in terms of privacy – open, closed, and secret. Open groups are just that – anyone can see who is in the group, anyone can see the posts, and anyone can join. With a closed group, anyone can see the group and who is in it, but only members can view the content in the group. With a secret group, no one but a member of the group can see that the group exists, or see who I in the group and the group posts. In essence, with a secret group, you need an invite to join, or you won’t even know it’s there.
- Once you’re sure what type of Facebook group you want, set up specific criteria for deciding on who gets approved into the group. Figure out who your ideal client is – all the demographics and details – and accept members accordingly. This will increase your group’s integrity and exclusivity.
- Create and adhere to a content calendar for your group. Decide on the questions, polls, photos, and events you’ll be posting about. Have a list of post ideas that you can refer to if you get stuck for content ideas. Have lots of ideas for group participation, and that’ll help increase your engagement within the group.
Creating Your Facebook Group
So you want to create a Facebook group! Great! Let’s get started, and you’ll soon have your Facebook group up and running smoothly, and be able to grow and expand your group and your following.
The first thing you’ll do is log in to your Facebook account. Click the down arrow on the right side of the menu bar at the top, and choose “Create Group.” Enter the necessary information about your group that the page asks for – and remember to use a name that described what your group is about to make it easier for new members to find it when they use the Facebook search function.
At this point, it will help you if you take a moment to add the group to your “favorites.” That way, the group name will show up in your left sidebar near the top, and you’ll have easy access to it without having to search for it each time you want to visit the group or post.
Set your group privacy to “Closed.” This will create a feeling of exclusivity within your group because not just anyone can get in. It will also enable you to monitor who is added to the group, to make sure they’re a good fit. Remember that there are over a billion daily users of Facebook, and it’s a given that some of them are spammers who will try to gain access to your group.
You also want people to have to join the group to see the content – another reason to choose a closed group rather than a public group.
Now, add at least one friend. This is necessary to start your group, so pick a person who you think will be interested and let them know you’re adding them to the group ahead of time. No one likes to be added to groups without their permission, so don’t do that.
Now you can begin customizing your group page by adding a description of the group and adding any rules you have that you want everyone to be aware of. Choose a group icon from those shown, and then find an image that is related to your group’s topic. For free photos to use, you can look at Pixabay.com, where you’ll find thousands of beautiful graphics. You’ll use this image as your group cover photo.
Your group is just about complete! The last thing you need to do is go to “Edit Group Settings” and add a few tags that describe the group content and what it’s all about. This will make finding your group much easier.
Now that your group has been created, you can work on promoting it and gaining members!
When you are trying to build a successful social media page that will help to sell your products and build you a big following, what’s important is to try and ‘sell the dream’.
So what does that mean? It means focusing on you value proposition.
A value proposition meanwhile is the way in which your product or your service can change people’s lives for the better. What is it that people should get from your product if all goes well? The old saying goes that you don’t sell hats, you sell warm heads!
This is to say that people don’t buy hats because they want to wrap fabric around their heads – they buy them for an end goal that will make life a little more comfortable. Your product and your service are more than the sum of their parts.
The Emotional Hook
This is even more important when what you’re selling has an ‘emotional hook’. The ideal example here is the ‘Make Money Ebook’. This is just a PDF with lots of words, which in itself doesn’t offer that much value.
So the value proposition is tied to what those words can do for the person. And of course this means that you’re going to help your readers to become richer.
More than that, you’re going to help them end the stress of debt and you’re going to help them to be more attractive to the opposite sex. They can go on lots of holidays and buy nice watches that make them feel more confident!
That’s the emotional hook and if you were trying to sell the product on a sales page, that’s what you’d focus on.
In social media, you don’t want to be so ‘on the nose’. Instead, your objective will be to focus on the lifestyle that is associated with the product you’re selling and to promote this through your channel.
How to Sell the Lifestyle
So how might you do this? A quick look on Instagram will quickly show you how people are selling fitness products and clothing: they do it by creating a lifestyle and sharing images and videos of themselves working out, or just looking generally attractive in their clothes.
And this helps to gain them followers who want that lifestyle and who want to live vicariously. And it also generates a lot of sales – more effectively than any on-the-nose marketing attempt!
If you’re at all interested in becoming a blogger and quitting your day job, then you should go with that feeling.
Many of us toy with the idea of working online and quitting our jobs but very few have the nerve to set out and actually make it happen. This is a big shame however, as really there’s nothing to lose and everything to gain. In this article, we’ll look at how you can overcome the fear and the apprehension holding you back and dive in to become a blogger.
If you’re afraid of giving up your job to become a blogger, then it’s time to do some fear setting. This is a technique recommended by Tim Ferriss and it’s highly effective when it comes to combating irrational fears.
To begin, you’re going to ask yourself what it is you’re afraid of and then make a list. Is it the thought of not being able to find work if you aren’t successful? Is it the thought that your family might think you’re irresponsible and leave you?
Once you’ve made the list, you’re next going to go down the column and assess every item in terms of how realistic it is. At the same time, you’re going to write down how you’d deal with that problem if it came to pass. Would your partner really leave you because you decided to chase your dreams? Wouldn’t it in fact be easy to walk into another job with your credentials?
More importantly though, recognize that running a blog doesn’t have to mean giving up the day job. Put more time into a blog and it will grow faster but to be honest, you can do perfectly well with an hour a night and some time at the weekends.
If you’re really passionate about your blog, then you should find this doesn’t feel like work either… So why not try fitting your blogging in around your job until it’s bringing in some funds? This way there’s no risk and you’ll have a much better idea of whether you can be successful before you make any giant leaps.
Finally, consider one more fear.
The fear of what happens if you don’t take a chance on blogging.
The fear of being stuck in the same job, day in day out, for the next 20, 30 or 40 years of your life.
Now you decide: which is more scary?
Looking to get more out of your Facebook page?
Well you’ve come to the right place.
Because Facebook have VERY recently released a brand new feature that means we can now create Facebook page custom audiences.
And this post is going to show you exactly how to set them up.
Before I do that, I should probably introduce…
Here’s Facebook’s definition:
A custom audience is an ad targeting option that lets you find people that already know your business on Facebook. You can use sources like customer lists, engagement on Facebook or website or app traffic to create custom audiences.
Let’s be honest…
None of us are advertising on Facebook for the fun of it.
We’re all doing so to generate revenue and hopefully a fantastic ROI.
And it’s much easier to achieve a fantastic ROI when you advertise to people that already know your business.
Remember – we buy from people that we know, like and trust.
Using custom audiences as a targeting option is so effective because those people already know you.
And, if you produce high quality content and provide great products and services, a lot of them will like and trust you as well.
So why should we bother with Facebook page custom audiences…
Facebook Page Custom Audiences
If you’re actively promoting your business on Facebook, some of the people that see your stuff will interact with your Facebook page or posts.
They’ll visit it, like it, follow it and leave comments on your ads and posts.
With Facebook page custom audiences you can specifically advertise to those people that have interacted with your Facebook page.
Now this is so new that I can’t definitely say that this will work amazingly well.
But I’d bet my mortgage that it does.
Just think about it…
The people that have interacted with your Facebook page are hyper-responsive prospects.
They have already shown a significant interest in what you have to say and offer.
I think creating a custom audience from these people and specifically targeting them in a campaign is a no-brainer.
So now you know the why, let’s get into the how…
Creating Facebook Page Custom Audiences
The first thing you need to do is go into Ads Manager.
And then select Audiences:
Then click on Create Audience and select Custom Audience from the drop-down menu:
That will bring up something that looks like this:
You want to go for the Engagement on Facebook option.
And you’ll see this:
Click on the Page option at the bottom.
Selecting a Facebook Page is fairly self explanatory.
But the next option is something that requires a bit more attention.
If you click on the drop down list, you’ll have a few options to choose from.
Honestly this is all brand new so I can’t definitely say which options are worth using and which aren’t.
But if you don’t have a large number of people interacting with your Facebook page and posts (ten thousand+ per month) then go with Everyone who engaged with your Page.
That option is obviously going to produce the largest custom audience.
And that’s what I’m going to use for the purposes of the article.
If you do have those sorts of numbers interacting with your Facebook page then by all means test out some of the other options. (I’ll also let you know our results once we’ve tested them)
The next thing to decide is how long you want people to remain in your Facebook page custom audience for, after they have engaged with your Page or posts.
Interestingly Facebook will allow you to keep people in this custom audience for 365 days, which is longer than other types of custom audiences.
Facebook have obviously decided, and I agree, that people that interact with your Facebook page and posts are more “into” your business than people that have watched a video of yours or visited your website.
So how long should we go for?
This again depends on volume.
If tens of thousands of people are going to be added to this custom audience every month, then go for a shorter time window – 90, 60 or even 30 days and test those out.
If not, use a longer time window like 180 or 365 days.
There are obviously advantages to having a larger audience to advertise to.
But people that have interacted with your page recently are more likely to respond to your offers and content.
Then give your Facebook page custom audience a name:
And click Create Audience.
It will take Facebook 30 mins or so to populate that audience.
But once it’s ready, you can go ahead and use it as a targeting option in your Facebook advertising campaigns.
When you create an Ad Set you can select your new custom audience.
And it’s a simple as that.
These new Facebook page custom audiences are definitely something we’re going to be testing over the next few months and I’d recommend you do so as well.
I think we’ll both be pleasantly surprised with the results.
I’d love to know what you think of this article. So please leave a comment below to let me know what your biggest takeaway is.
There are a lot of misconceptions around Facebook Advertising.
This is probably the most common…
“People don’t use Facebook to find products and services, they use it to socialise.”
Well that’s true…
But it doesn’t mean they won’t buy products and services based on ads they’ve seen on Facebook.
It’s the same as TV advertising.
Not many people watch TV to buy products and services, yet those ads definitely have an affect on all of us.
Everyone says that they don’t want to be advertised to.
But what they really mean is they don’t want to be shown ads for products and services they aren’t interested in.
I love movies and as a result I really enjoy the trailers at the cinema.
Right now there are over 30 million Facebook users in the UK alone and 1.84 billion worldwide.
No matter what industry you’re in, B2B or B2C, your ideal customers are on Facebook.
You just need to know how to find them…
And that’s what this article is all about.
First of all we have Facebook’s demographic and location targeting:
This is fairly straight forward and you probably already know where the majority of your ideal prospects live and what age and gender they are.
But you need to be far more specific than just selecting location, age and gender.
There’s a 2nd tier of demographic targeting that you can and should use.
Here’s a list of questions we go through:
- What’s their education level?(school, college, etc.)
- What’s their job title?(lawyer, dentist, etc.)
- What industry do they work in?(retail, finance, entertainment, etc.)
- What’s their annual income?(£50-£75k, £75k+, etc.)
- Are they a home owner or a tenant?
- What’s their family and relationship status?(single, married, parent, etc.)
- Life events?(newly-wed, new job, moved house etc.)
Of course, not all of the above will apply to your business and you definitely don’t want to use all of them.
Using just one of the above may be perfect for you.
We’ve found the audience sizes that get the best results are 250k-750k.
But if you’re a local business then don’t worry about that.
If you can’t reach your ideal prospects through demographic targeting alone (most of you) then you should move onto interest targeting.
With Facebook’s interest targeting you can really go down the rabbit hole.
You can even advertise to people that are interested in rabbits…
And there are 1.5 million of them in the UK!
If your company produces rabbit food and sells direct to the customer, then this is probably your best targeting option.
Otherwise it can be a bit more complicated.
For example, if you’re a photographer, you probably don’t want to advertise to people interested in photography.
Most of those people will be other professional photographers and keen amateurs and they’re actually not very likely people to hire a photographer.
They’ll do it themselves.
Facebook’s interest targeting is really what makes it such a powerful advertising platform.
So you should probably use it, but really think about the groups you’re targeting.
Here’s a list of questions we go through:
- What blogs, books, magazines and newspapers do they read?
- What tools do they use?(online software, physical tools, etc.)
- Which personalities do they like and follow?
- What organisations are they part of?
- What events do they attend?
- What podcasts do they listen to?
Most novice Facebook advertisers focus on demographics, but it’s really interest and behavioural targeting that are more important.
Behavioral targeting isn’t as accurate as interest targeting because it uses third party data…
For example, if you offer a product or service in the travel industry, then you can advertise to people that have an above average level of spend on travel.
How fantastic is that!
I’d recommend going through all the behavioral targeting options (there aren’t that many) and assessing which apply to your business.
Here’s a list of the major sections:
- Charitable donations
- Digital activities
- Mobile device user
- Purchase behavior
- Residential profile
And Facebook is also very helpful…
When you’re adding demographics, interests and behaviors into your advertising campaign, Facebook will suggest related options that you can include.
And they’re usually pretty spot on.
Test, Test & Test Again
As with all things digital marketing, testing is key. Therefore if you’re not sure which groups to target, test a few.
You’ll find out very quickly (and inexpensively) which groups work and which don’t.
And that’s why it’s very important to separate out your targeting options.
Because if you lump all your targeting options together into one ad set, you won’t know which ones are generating leads and sales and which aren’t…
And as a result you won’t be able to optimize.
So create different ad sets with different targeting options and quickly pause the ones that aren’t performing very well.
Questions? Comments? Let’s talk about them in the comments section below.