The Rules of Earning Greater Conversions on Facebook

Online Marketing

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?

Finding the right content mix

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.

Integrating user generated content into the mix

Why?

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.

Improve conversions with interactive content

There is passive content and there is interactive content. Each is different from the other.

facebook marketing tipsNeedless to say, passive content does not help much with Facebook conversions. On the other hand, interactive content is where the magic happens.

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.

Increase sharing and interaction points

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.

Facebook Conversions

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.

8 Comments

  1. Maggi says:

    Thanks for the information on how to create interactive content. Will have to apply this to my dormant business page.

  2. Carol Amato says:

    Very interesting topic, Andrew.

    I’ve heard the 80/20 percentage quoted many times for the right content mix for Facebook and other platforms, especially email.

    I rarely see marketers actually do this even though they say that they do…

    I keep a content and e-mail calendar where I map out my articles for the month so that I can be prepared, create content in batches, and also have correlating e-mails to make sure that I am balanced with e-mails that link content, and e-mails that are promotional in nature.

    On Facebook, I’ve previously had a lot of interest with picture quotes, I need to get back into sharing these.

    By sheer instinct I have already taken action to implement your tip about increasing interaction points and sharing. For a while now I’ve had Tweetables in my post at the very end, but I’ve started including Click to Tweet graphics and other components to make sharing easier.

    Something else that has been pretty effective for me is an Editors Note, brightly colored, in the middle of a post, and this gets a lot of clicks.

    Thanks for the great idea of integrating user-generated content into my published material. Excellent thought!

    I’ve edited an article and updated it by adding a great comment that was relevant and added value, but that was simply an update to an already published post.

    Thank you so much for the valuable tips, and I’ll be sharing with my friends.

    Have a wonderful weekend.

    – Carol

    • Hey Carol, thanks for stopping by 🙂 I’m glad you found it useful.

      This is a great idea to keep a calender and plan, it’s all really organized and allows you to save time too. Great idea.

      There has definitely been a hit on engagement on FB but it’s still a great place to have conversations, get conversions and build your brand. I had a message from an experienced digital marketer recently which said that ‘Facebook doesn’t work as a marketing tool’. I had to disagree, I have generated thousands of subscribers and built my whole business on this platform. I also still generate a ton of opt-ins and sales conversions even after the algorithm changes. So, definitely worth using as part of a multi channel approach.

      Thanks for the comment!

  3. Hi Andrew,

    Your Facebook Page has some of the best engagement rates I’ve seen. Awesome post, awesome points. Chatting leads to cashing in, not because you’re looking to cash in on chatters, but because people who listen and who engage, and who inspire their communities to engage, simply gain the trust of their audience.

    Trusted Facebook Page owners get paid. It’s simple, and plain to see. Folks who engage, who listen, who chat and who build communities grow fan bases and fan bases are darn loyal, and they will buy your product or service if you offer something of value.

    I figure most people threw in the towel on FB but I still work it.

    If a platform allowing for an exchange of ideas exists, you can monetize it. If you can’t pay for advertising on that platform, in dollars, pay with your attention span and energy, and you’ll see steady returns in the long run. Just diligently stick at it, engage, share engaging content, ask questions – you’re great at that – and you’ll convert on FB.

    Thanks! Tweeting soon.

    Signing off from a very windy Savusavu, Fiji 😉

    Ryan

    • Great advice Ryan, I was just saying to Carol that some don’t see Facebook (and other social networks) as a viable marketing tool. I think that view is a little short sighted. I mean, would any business benefit from more people knowing about it? If course. 🙂 If you use it, and especially if you use a multi channel approach, it can only help your business.

      It’s how you approach it, and as you say, it’s not always about throwing a ton of money at it in paid ads. I do recommend paid ads on Facebook and that is the way the platform has obviously developed but really, it isn’t necessary. The more people that throw in the towel on FB means the more customers for me 😉 I’m actually developing a course as we speak that shows people how effective Facebook really is. The case studies and tests are going to be pretty surprising for the ‘non believer’s’.

      Hope the weather has improved over there now! Have a great day!

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