Is Facebook still relevant as a marketing tool?
That’s the question many marketers are asking given that Facebook’s organic search has reduced dramatically.
If fewer and fewer people are seeing some of your posts, how will you be able to get the most mileage from your efforts? How can you boost conversions- whether that means a sale, filling a form or increasing click through to your website or landing page?
The secret lies in creating content that drives interaction, thereby facilitating your conversion goals.
So, how do you get started turning those likes into leads and into actual customers?
Look around and you will see that the most successful brands (small and large) on Facebook are those that have clearly and creatively discovered the type of content that reverberates best with their fans.
The right content mix could mean the difference between interaction and a complete lack of user engagement with your content.
Without a doubt, visuals have a very high engagement rate. Pictures and videos attract more likes and shares than any other type of content. However, in addition to likes and shares, you also want fans to interact with your content and amongst themselves.
In comes creativity in content creation…
Studies show that marketer-generated content is not as effective at generating sales and other conversions. However, this does not mean that this type of content is irrelevant to your Facebook content campaign.
Marketer-generated content, that is, the content that you have created yourself must be compelling, relevant and provocative enough to get people talking.
The more people talk about your content, the higher the chances that they will be compelled to undertake a specific conversion event.
This type of content is personal, authentic and non-promotional. As such, fans will be more inclined to interact and engage with the content.
User-generated content comes in many forms including customer testimonials, opinions and comments (both positive and negative), reviews, and fans’ stories. All these content types have an impact on conversions.
For example, when several fans leave positive comments about a product on your page, these comments or reviews will compel other fans to try out the product.
There is passive content and there is interactive content. Each is different from the other.
Facebook users want to be part of the action; they do not want to merely watch a video, they want to be part of creating it! For this reason, contests and giveaways are very popular on Facebook. Of course, they are a win-win scenario for the marketer and the fans—fans receive a valuable gift in exchange for something, for example, their contact information. Using these types of strategies, I’ve added thousands of additional email subscribers via my Facebook page.
The takeaway here is to incorporate interactive activities into your Facebook content campaign. Such activities invite your fans to interact directly with each other and with your brand. In effect, interactive content helps to draw your fans toward the conversion funnel in readiness for nurturing.
Your audience is accessing your content from different points other than your Facebook page.
Yes, you do want to convert Facebook fans into leads or better still, into customers. But, as indicated earlier, your goal should be to improve the conversations that are going on around your content.
Include social media sharing and commenting icons in all your content assets to make it easy for fans to interact with the content from wherever they access it. This means adding sharing and commenting icons into your email newsletters, SlideShare presentations, blog posts published on your website, and YouTube videos.
The easier you make it for your Facebook fans to interact with your content, the more conversations you will generate around each content piece.
Is Facebook still relevant as a marketing tool? The answer is yes. Admittedly, Facebook’s algorithm is ever-changing; the one constant element is this: interactive content is integral to attaining your conversion goals with your Facebook audience.
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