I don’t like your Facebook page.
Don’t get me wrong:
I love you.
I love your business.
I love seeing you marketing and building community.
But I don’t like your Facebook page.
And you know, I’m doing you a favor.
You’re reading this now, thinking I’m a bit rude and heartless. What’s wrong with a simple mouse click on that “Like” button? Isn’t it good to have a page with lots of “Likes”?
Yes, it is. But as in most everything, quality is superior to quantity.
Now you might be wondering “Is there such a thing as a quality like”?
There sure is. And this is why it’s important to grow your business with tons of quality likes:
1. Be savvy when for paying for likes:
Based on what I just explained about quality over quantity, this should make perfect sense.
The only legit way to pay for quality likes is through a targeted Facebook ad. That means you are using the Facebook Power Editor to target an audience that has the same interests as your (potential) customers. You can create an ad for “likes” that will get the face of your business in front of people who are likely interested in it.
If you haven’t used the Power Editor before, you’re probably going to need some hand holding as you navigate through that beast of a platform. But learning how to use the Power Editor is the best way to ensure your advertising dollars are spent in the most effective way.
And have you considered paying some guy on Fivver from a faraway country to get you likes? I think you know now that your five dollars would be better spent on a Starbucks coffee while you research how to use the Power Editor.
Familiar with the magical effect of compound interest? Well, the cool thing about quality likes, is they will soon start to compound, leading to new organic likes that are FREE.
Quality paid likes and organic likes will end up putting $$$ in your pocket, because those are REAL people who want what you’ve got! So, how do you get even more FREE organic likes? Read on.
2. Engagement builds organic quality likes:
To understand this, let’s go over a little FB 101.
The posts you see on your newsfeed are because of your click habits. What that means is that when you start interacting a lot with a certain person, page or group, you’ll notice their posts starting to pop up more in your feed.
When FB “sees” that you’re interested in those people, pages or groups and the more you “engage” (click like, share the post, or comment) with their posts, the more often you’ll see posts from them.
But, if you don’t engage, FB drops that post (or person/page/group) in priority for your news feed.
Hhhmmmm… so let’s see how this translates for your business FB page.
You’ve asked Great Aunt Hilda, cousin Ralph, and your 22 year old nephew to like your ballet studio page. They love you to pieces and want to support you, but they’re not exactly your target audience.
Your post about how to pick the perfect pointe shoes randomly shows up in their feeds. Surprisingly, they don’t engage with it. No likes, no clicks, no comments.
Since this sample of your audience didn’t respond at all, FB reads this as your post is a dud and quickly buries it FOR YOUR ENTIRE AUDIENCE, popping new highly likable cute baby animal pix into their newsfeeds instead.
Summary: you want people who like your page to actually be interested in your business or service. When they see a post from you, they are more likely to engage with it, which in turn will show FB that your post is interesting and will start to appear in more of your audience’s news feeds. Likes from people who are not truly interested in your business, will hurt your visibility!
3. FB ad value:
We’re going to go deep now. Let’s get down to the nitty gritty.
Why do you have FB biz page? To promote your biz.
Why do you have a business? To make $$$.
Your business should be something you love to do, but the bottom line is, it ain’t a HOBBY. You’re in biz to put food on the table and secure your future.
FB might be the cheapest and most effective form of advertising out there today. Because it’s exactly where your clients and customers are hanging out! All the time. Every day.
When done right, FB ads are highly effective. And guess who is mostly likely to be interested in your promotions, new services/products? YES, your FB fans. The ones who already like you.
But if you haven’t gotten quality likes, here’s the pitfall scenario:
It’s time to put together a FB ad to promote your product/service. And a good way to do it is to promote it to your FB fans, since they’ve already expressed an interest in what you’ve got. This means you’re about to spend $$$ to catch the eyes of those lovely likers.
BUT, half your fans are non-quality likes. What does that mean? It means you’re spending money putting your ads in front of Great Aunt Hilda, cousin Ralph and you’re 22 year old nephew. Doh! didn’t see that coming did you? CRAP!
Let’s circle back again and get this cemented in our brains:
Quality over quantity!
Now do you see why I don’t like your Facebook page?
I don’t like your FB page because I really like you and your business. I don’t want you to waste valuable posts on me when I’m not going to engage with them. I don’t want you to waste your hard earned advertising dollars on me.
If all this is news to you, it should cause you to rethink your marketing strategy and how you use Facebook for your business.
Remember, Facebook is still one of the best ways to engage your audience and get the most from your marketing dollars. So, don’t be discouraged if half of your followers are friends and relatives!
Instead, start learning the STRATEGIES for how Facebook can become a truly powerful tool for your business and start turning “likes” into $$$.
How do you use FB for business? Let me know in the comments below.
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