5 Best Facebook Marketing Strategies

The first plan: Use e-mail marketing

If you were able to capture users emails with registration forms, email contacts, or special offers, then you are at an advanced stage from any of your competitors. This is something most of the social media managers forget. You can use the power of emails to communicate with the users and provide them with newsletters that are fun and hold the most important events. Make sure you send them the best posts that match the interest of your fans. This plan needs you to expand your knowledge in e-mail marketing by reading more. You will be able to drive more fans with the excellent newsletter to your Facebook page.

The second plan: Use 20%/80% rule intelligently

Your fans are from all over the world. Therefore, their names, ages, nationalities, and e-mails are different. Not only that, but also their behavior,  lifestyle and interests. How will you satisfy everyone? More importantly, whom are you trying to satisfy? You are wrong if you ever thought that it is not important to identify who is the S class fans. One of the biggest mistakes made by startups is NOT knowing their top users, but trying to satisfy everyone. Here is hint; this will not happen. Concentrate instead on driving sales and profit within your marketing strategies. Understand who are 20% of the fans that let you gain 80% of the profits. Learn more about them what their interests are, lifestyles, and how they spend their time online. You should know what they love and what they want to interact with and be part of it. For an example, recently  the World Cup was held. Are they interested in football? Perhaps a special design featuring the world cup using Facebook Tabs would be great for them. Maybe they prefer to create their own content and send it to you. What does this 20% want from you? You should know that. You can use FanPageKarma website to know the top engaging fans with your Facebook page.

The third plan: Change the type of content

Everything related to content reach has changed. Now videos and status updates are the most reachable content to fans. Since January 2014, the number of minute-consumption for videos on Facebook has spiked to nearly 120 million hours per month compared to 63 million hours in December 2013. You should save some money and create a professional video about the company or start making your own video content. There are 4 things that affect the organic reach of any content and one of it is the extent of interaction of a person with the type of content over time. This means that if Facebook users are interacting more with videos, then your videos have higher chance of appearing at their timelines. Remember also that diversification in content between the video, text, and image is required and necessary.

The fourth plan: Be more transparent

As a startup people expect a lot from you and they will support. Never lose faith in the power of people because they can really shift your business. I know you are keen on pleasing your fans to make them trust and love your brand more. However, I want you to do more. If the experience they get from your service is good, make it great or up to outstanding!. I read a quote which summarizes the long story “be social not do social”. Start creating relationships with clients remembering their names, what they liked, events they highlighted on your page, and the smallest things they were not expecting you to remember. Make your policy more transparent and open. Buffer took “be transparent” strategy to a whole new level by announcing the payroll system and employees’ salaries. They pointed that this is the level of transparency they want with their clients. I am not asking you to do the same, it is not creative anymore. However, I am asking you to make each and every client's experience a positive one.

The fifth plan: Use the power of events

Another backbone technique to reach more audience is wasted by Facebook managers although it is very easy to create an event using your page. With this you can reach not only those who liked your page, but also Facebook users who joined the event. The power of events that you do not need to spam all your Facebook page fans with posts about this event or worry about the Edgerank score. Every time you post something on the event, only the users who clicked “join” will receive the post. Not only that, but they will also receive a notification about the post. This step can help you to reach and communicate with audience in a quick and effective way. Create events with value to users like games, special features, or VIP interviews. Focus on success and start using this powerful plan.  

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How to Use Facebook Website Custom Audiences

What Is Website Custom Audiences?

In its most basic form, Website Custom Audiences is a powerful tool that lets youcreate Facebook ads that target users who have visited your website. Now you can reach well beyond your core fans and email subscribers.

Catch the attention of recent website visitors with a relevant ad about your product or service.

WCA may sound quite a bit like Facebook Exchange (FBX), another way to retarget users on Facebook who visited your website. But FBX is created only through an approved third-party and can only create a domain ad that drives people to your website.

The special thing about a WCA is that it’s created and used within ads run through Power Editor or the self-serve ad tool. That means you can create any ad you typically could on Facebook. Your ad can be related to your Facebook page, a page post, offer, event or application.

The image above is an example of WCA in action. I created this ad to sell my one-on-one service and retarget anyone who has visited my website during the past 1-3 days.

I also run a similar ad targeted at non-fans who visited my website to increase my number of relevant Facebook fans.

Target recent website visitors to increase your relevant fan base.

The response to these and other ads using WCA has been incredible because I’m able to create something extremely relevant for those people who see the ads.

What Are the Benefits of Using Website Custom Audiences?

I’ve never been so excited about a new Facebook advertising feature—the impact WCA has on reach is remarkable. Partner it with your simple sales funnel and watch things get really interesting.

As I’m sure you know, relevance is the key to crazy ROI on Facebook. The more relevant the connection, the more likely the user is to buy.

That’s why I recommend a simple Facebook sales funnel that focuses on building a highly relevant audience, providing regular valuable content to build trust, collecting email addresses and selling.

Let me use my page as an example of the impact WCA makes when paired with a simple Facebook sales funnel.

I have a little over 40,000 Facebook fans. I also have an email list of about 17,000 people. Accounting for overlap, we can assume that makes about 50,000 unique people I can target with Facebook ads who are familiar with me.

Until the launch of WCA, I’d burn through my fans and email list pretty quickly when promoting a post or looking for a conversion. So I’d then move on to Lookalike Audiences and interests targeting.

Creating a Lookalike Audience.

Now, with the addition of WCA, I can generate ads that target recent visitors to my site and entice them to like my Facebook page or sign up for my webinar while memories of my content are fresh.

What group of people would be most likely to want to click on a link to my recent blog post? Someone who has previously visited my website, of course!

As I mentioned above, my highly relevant audience (fans and email subscribers) was previously about 50,000 people. I’ve since created a WCA with a duration of 30 days that consists of more than 115,000 users.

While we can assume some overlap with fans and email subscribers, it’s safe to say that I’m reaching at least 65,000 more highly relevant people who are intimately familiar with my content.

But the power of WCAs goes further: You can also target by specific pages or sections of your website people visited.

So, for example, I could create an ad for my Power Editor training course targeted at those who read a tutorial about Power Editor on my website. Or target those who visited the landing page for that course.

You can use WCA to exclude people as well. I could promote a post and exclude people who’ve already read it. Or I could promote my webinar or training course, but exclude anyone who’s already signed up.

That’s increasing efficiency and limiting waste!

How Do You Create Website Custom Audiences?

Whether you create a WCA from Power Editor or the Ads Manager, the process is the same with the exception of the first step. So let’s start there.

From the Ads Manager, click on Audiences in the left column, then click the green Create Audience button.

Create a WCA from the Ads Manager.

If you’re using Power Editor, click Audiences on the left side (old design) or click the Ad Tools drop-down at the top right and select Audiences (new design).

View audiences within Power Editor.

Next, click the Create Audience drop-down at the top left and select Custom Audience.

Create a custom audience within Power Editor.

From this point forward, everything is the same whether you create the WCA in Ads Manager or Power Editor.

First, you’ll be asked to agree to Facebook’s Terms for Custom Audience from your Mobile App and Website. You should accept that.

Accept Facebook’s terms for using custom audiences from your website.

If you haven’t previously created a custom audience, you may also get an error message indicating it isn’t yet active.

After accepting the terms, you’ll see the following screen. This is where the magic happens.

Create a WCA.

The top section is easy. Name your WCA something that will make sense later. For example, Website Custom Audience—All Pages—30 Day Duration.

You don’t have to fill in the description unless you need more space to describe this particular WCA. The name is most important because that’s what you’ll see when you’re targeting in an ad.

The Visited area is where you create your rules for determining which website visitors will be part of your WCA.

Create rules for your WCA.

You’ll be able to select Domain, URL or Path. You can use Domain by itself, or include it with one or both of the other options.

• Domain lets you target anyone who visited a particular domain within your control.
• URL lets you target anyone who visited a URL that contains a particular character or string of characters.
• Path lets you target anyone who visited a page that contains a particular character or string of characters within the path (after the domain).

You can include multiple character strings in each section if you want to create a basic OR statement. In the Path box, I used this option to target anyone who both visited jonloomer.com AND visited a page that included either website ORcustom OR turkeys in the URL.

Click the + button to create an additional AND statement rule. For example, you could create a new rule for Visited URL and assign particular page URLs from your site like this:

Visited URL: website-custom-audience facebook-ads

That statement, along with your established Domain, targets anyone who both visited jonloomer.com AND visited a page that included either website-custom-audience ORfacebook-ads in the URL.

You can also change the Contains Any option to Doesn’t Contain if you want to exclude particular page visits.

By default, the WCA’s duration is 30 days (but you can change that to be as short as 1 day or as long as 180 days).

The duration includes anyone in your audience who visited qualifying pages during the most recent 30 days (or the duration you set). This is dynamic and the clock starts ticking as soon as you click Create.

This WCA will generate a list of users who visited qualifying pages of your website during the past 30 days.

Finally, you’ll want to click the View Remarketing Pixel link at the top of the page.

You’ll need to paste your remarketing pixel between the <HEAD> tags of your website.

This brings up the code you need to copy and paste between the <HEAD> tags of your website’s template in order to put the pixel on every page of your website.

How Do You Use Website Custom Audiences?

When you create a Facebook ad, you’ll type the name of your WCA in the Custom Audience box.

When you have more than one WCA, you may want to include one in your ad, but exclude another. If you’re using the self-serve ad tool, you can only include, not exclude, a WCA.

Enter the name of your WCA to target those users in the self-serve ad tool.

However, if you’re using Power Editor, you have the ability to both target and exclude WCAs.

Target or exclude WCAs within Power Editor.

Need some ideas on how you could use WCAs? I have a few.

You can use “page likes” to target anyone who visited your website during the past 30 days who doesn’t already like your page (i.e., exclude current fans).

You can use “promote blog post” to target anyone who visited your websiteduring the past 30 days, but exclude anyone who already read that post.

Finally, you can use “sell product” to target anyone who visited the landing page for your product, but exclude anyone who visited the thank-you page and therefore has already purchased that product.

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17 Ways Marketers Can Leverage Facebook Graph Search

What Can I Do With Facebook Graph Search?

With Graph Search, you can do much more than meets the eye.

Facebook Page owners can use Graph Search to:

• Identify their own fans
• Learn about favorite interests and hobbies of fans
• Identify employees of a business who have liked a business’s Facebook Page
• Identify interests of competitors’ fans
• Identify potential business partnerships
• Improve the quality of Facebook contests

Examples of Facebook search queries.

To help you dig deeper into what Facebook Graph Search can do for you, here are 17 ways you can use Facebook Graph Search queries to improve your Facebook marketing.

Note: To use these Graph Search query examples in your own searches, replace the bold text in all caps with the Facebook Page, location, etc., that you’re looking for.

Build Your Personal Network

Here’s an easy way to grow your personal network on Facebook by connecting with people you know from work.

#1: Find Colleagues to Connect With

Graph Search will show you people who aren’t your friends who like a particular Page.

This can help you find colleagues whom you’ve met but haven’t connected with on Facebook and grow your personal network. Remember that your friend request should always include a note that helps your colleague place you with where you met—an experience, a conference, etc.

• Facebook Search Query: People who are not my friend who like PAGE NAME
  

  Example of people who are not my friends who like Mashable.

Build Your Page Audience

Here are two searches you can use to build your Page audience.

#2: Find Friends Who Like Your Page

While you can go to your Facebook Page, click on See Likes and spend hours searching for your individual friends who like your Page, Facebook Graph Search offers an easier, quicker way to identify them.

Compare the results of this query with your friends list to target friends who haven’t liked your Page with a personalized message to invite them to check your Page out.

• Facebook Search Query: My friends who like PAGE NAME
  

  The old way of identifying your friends who like a particular Facebook Page.
  

  The new way of identifying friends who like a particular Facebook Page.

#3: Network Within Facebook Groups Based on Shared Interests

Search for groups of people who have an interest related to your business Page and join a relevant group to interact with.

The basic rules of participating in groups apply here, so don’t blast everyone with self-promotional links. Be helpful, and if it’s appropriate in the context of a conversation,share a link to your Page with the group at large, which will grow your fan base.

• Facebook Search Query: Groups of people who like TOPIC and like PAGE NAME
  

  Example of groups of people who like Mexican food and also like the Christian Karasiewicz Facebook Page.

Learn About Your Fans to Provide More Value

Here are a few searches to help you learn more about your fans. Use this information in your communication and provide more value to them.

#4: Find Your Fans’ Interests

Learn more about your fans without asking them to complete a survey.

If you find that a large number of your fans also like traveling, you can integrate related content into your editorial calendar.

• Facebook Search Query: Favorite interests of people who like PAGE NAME
  

  Examples of interests of people who like the P.F. Chang’s Facebook Page.

#5: Identify Pages Your Fans Like

Identify other pages your fans like to learn about new types of content you could share to keep fans coming back to your own Facebook Page.

• Facebook Search Query: Pages liked by people who like PAGE NAME

You can add additional pages to this search query by adding “and PAGE NAME” to the search query.

• Facebook Search Query: Pages liked by people who like PAGE NAME andPAGE NAME
  

  Facebook Pages that fans of Social Media Examiner like.

#6: Identify Pages Liked by Specific Fans

Locate the influencers in your fan base and search the Pages they like to learn about the other brands and businesses that influence them.

• Facebook Search Query: Pages liked by PERSON or PAGE
  

  Example of pages I like.

Find New Opportunities

Are you interested in delving deeper? Here’s a search to help you discover more opportunities.

#7: Compare Fan Bases to Identify New Prospect Markets

Quickly find out which of your fans also like related Facebook Pages.

Query fans who like your Page and the Pages of events or conferences. Narrow the next cycle of your presentation pitches to events or conferences with Pages that share a high percentage of your fan base.

• Facebook Search Query: Fans of PAGE NAME 1 and PAGE NAME 2
  

  A comparison of fans of one Facebook Page who also like another Page.

Attract New Customers

Use these two searches to help you discover potential new customers.

#8: Find Your Customers

If your business is in close proximity to a company or business, you can use Graph Search to find out which employees of that business like services or products related to yours.

Use the commonalities that are revealed to run a Targeted Facebook ad or create Facebook check-in deals to entice them to try out your establishment.

• Facebook Search Query: People who work at PLACE and like SOMETHING
  

  Example of people who work at Dell who also like Chinese restaurants.

#9: Reveal Intersecting Interests

Create different combinations of queries to learn more about the topics that interest your fans, the fans of colleagues or the fans of competitors.

A blog that hosts guest authors can use the search results to promote a guest author’s post using Facebook ad targeting.

This will improve your ad targeting and ensure you’re reaching the right Facebook fans with your Facebook ads.

• Facebook Search Query: Favorite interests of people who like PAGE NAME 1and PAGE NAME 2
  

  Example of interests of people who like Social Media Examiner and Mari Smith on Facebook.

Increase Brand Loyalty

This search can give you the insights you need to improve your brand loyalty.

#10: Identify Your Competitors

Find out where your customers do business when they aren’t doing business with you so you can focus your loyalty campaign.

• Facebook Search Query: TYPE OF BUSINESS in LOCATION visited by people who like PAGE NAME
  

  Example of restaurants located in Orlando, Florida visited by people who like TooJay’s restaurant.

Learn What Prizes Are Prized by Your Fans

Are you interested in learning more about what your fans like? These searches can help you find out more.

#11: Find Your Fans’ Interests

Prizes are an important part of any promotion. If the prize doesn’t appeal to your audience, your promotion will get very little play.

Search for the movies, music, sports teams, etc., that appeal most to your fans andchoose a contest prize that’s sure to pull entries.

• Facebook Search Query: Movies liked by people who like PAGE NAME
• Facebook Search Query: Favorite music of people who like PAGE NAME
• Facebook Search Query: Sports teams of people who like PAGE NAME
  

  Examples of movies liked by people who like AMC Theaters.

#12: Sort Your Fans’ Page Likes by Gender

Another way to make sure you have the right promotion prize is to find out which products will most interest a specific gender set within your Facebook fans by researching the other brand Pages they like.

• Facebook Search Query: Pages liked by GENDER who like PAGE NAME
  

  Example of Pages liked by women who like Paula Deen.

#13: Reveal Your Fans’ Page Likes by Age

Identify the average age of your own fans in your Facebook Insights and use it to find prizes or incentives that will appeal to a specific age demographicwithin your fan base.

• Facebook Search Query: Pages liked by people over the age of NUMBER who like PAGE NAME
  

  Search results for pages liked by people over 40 who also like the Christian Karasiewicz Facebook Page.

Build a Better App

Here’s how you can discover which games your fans play on Facebook.

#14: Build Your Game App

Before you build an app for a specific audience, find out what type of games have been most successful with them in the past to save valuable time and resources.

• Facebook Search Query: Games played by fans of PAGE NAME
  

  Facebook Graph Search query showing games played by fans of American Express.

Market by Proximity or Affinity

Are you interested in location marketing? Here’s an interesting search to use.

#15: Optimize for Location

If your business is located near museums and places that get lots of visitors such as the Washington Monument, make sure your business shows up when someone searches for businesses near them.

If you don’t show up under this query, run a Facebook ad that mentions the landmark or offer a check-in deal that will appeal to visitors who are close by.

• Facebook Search Query: Places near PLACE visited by people who like SOME ATTRACTION
  

  Example of places near Washington DC that were visited by people who like the Washington Monument.

Identify Brand Ambassadors

Do you want to identify potential brand ambassadors? You’ll find these searches useful.

#16: Find the Right Fan to Help You Spread a Specific Message

You can quickly identify fans of a specific age or from a specific region andreach out to them on behalf of your brand for help in sharing promotions, product launches, etc.

• Facebook Search Query: Fans of PAGE NAME over the age of NUMBER
• Facebook Search Query: Fans of PAGE NAME who live in COUNTRY
  

  Example of fans over the age of 50 who like Metamucil.

#17: Combine Facebook Graph Search Queries

While there are certainly a lot of different search queries, remember you cancombine queries to produce more detailed results.

Instead of using the basic query of ‘Fans who like PAGE NAME’, you can add terms to find the right fans you’re looking for.

Here’s an example of an improved Facebook Search Query: Fans who like PAGE NAME who live in STATE and are over the age of NUMBER.

Example of a combined search query for fans of Apple who live in California and are over the age of 32.

The Wrap-up

While Facebook search queries will identify traits of fans and Pages, there are a few things to remember.

• Facebook Graph Search doesn’t work on mobile (yet).
• You can’t sort the results of a search query.
• Facebook profile privacy settings can limit some results.

There are literally hundreds of possible search combinations and the information returned from them can be used to help you learn about your fans, improve your Facebook ad targeting, do market research and even create contests that your fans are more interested in.

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