Facebook is the largest word of mouth marketing platform in the world, but most marketers are using it wrong. Why and how is this happening?
Most entrepreneurs are trying to use Facebook to get business the same way that they might try and use Google Ads. When an entrepreneur starts running ads on Facebook, a lot of times they have the expectation that for every person who clicks or for every few people that click, they should get a sale. That’s just not the way it works.
source: nbcontent.com
When somebody clicks on a Google ad, you have a good chance of finding a customer. Although you may pay $8 per click, it might be well worth it to pay for that click. Facebook is different.
Nobody is on Facebook searching for you, your product or your service. You can’t use Facebook ads expecting people to just click and buy your products even though a Facebook ad might be $.30 a click.
In the coming weeks we’ll talk more about Facebook ads and how you can maximize your Facebook ad strategy.
But for now, let’s talk about how not to use Facebook like Google.
What Not to Do with Your Facebook Marketing
The proper and best way to use Facebook to get new customers is to use the leverage of social action with your customers, getting you recommendations and referrals. Leverage the people who recommend your products and services.
Oftentimes entrepreneurs are asking too much from their audience and not giving enough.
People are often surprised when I tell them we post 8 times a day on our yoga Facebook page. They frequently react by saying, “Wow, isn’t that way too much? Don’t you lose lots of fans?” My response to them is, “If you are posting content that your customers’ value, it’s very hard to do too much”.
I call a post where you’re giving value a “give” post. I call a post where you’re asking for them to do something (like sign up for your webinar or purchase a product or opt-in to a list) an “ask” post. Most entrepreneurs are putting up too many “ask” posts and not enough “give” posts on Facebook.
I see most entrepreneurs putting up two, three or four “asks” to every “gives”. This most certainly is a way to post too much content that your customers aren’t interested in. A really optimal formula for this ratio is nine “gives” to one “ask”.
How to Shift the Focus and Boost Engagement on Facebook
In addition to shifting your ask/give ratio, there are a few other things you can do to improve the way you use Facebook as a marketing tool.
The first and easiest way to do this (I strongly recommend every entrepreneur try to do this) is to ask your happy customers, who you’ve delivered value to, for testimonials. Ask for written testimonials that they can give you on Facebook.
This creates social proof. When they post their testimonial, some of their friends will see it. That can lead to significantly more word of mouth traffic coming to you.
Secondly, if they are willing to (if it makes sense), I would ask them to also paste that testimonial into Facebook groups where I know I have multiple customers. All I have to do to find out what Facebook groups my customers are in is simply look on their profile.
Lastly, there’s an application called Real Fan Reviews that helps you get new customers from your testimonials. If a customer posts his or her testimonial to Real Fan Reviews, it also shows up automatically on their own Facebook page.
It does a bunch of other cool things, too, which I’ll get into more detail within a few weeks.
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