Success with Facebook marketing: web, email and Facebook audiences

2014-07-15 00_52_45-Justin Timberlake

Justin Timberlake could post anything on Facebook and it would get a hundred thousand likes and drive a ton of traffic. He, any other celebrity, or any other brand would get the same result on any channel.

Unless you are well-known, you can’t expect that the same techniques will work for you. You’re not bringing the same size audience into the mix.

Tiger Woods could play golf with the crappiest used golf clubs and still kick our butts in a game of golf. So it’s not the tools you use, to a certain extent.

So consider the size of your existing audiences before you set your expectations on Facebook:
  • How much traffic do you already have on your website? 
    If you’ve got 30 visits a day via Google Analytics, that’s a good start.
  • How big is your email list?
    If you’re using MailChimp, Infusionsoft, or Constant Contact, we’d like to see at least 1,000 active members opening your messages weekly.
  • How many reviews do you have on the various review sites?
    Even if you’re not a local business, we’d still like to see a hundred reviews across Yelp, CitySearch, Google, TripAdvisor, and so forth.
  • How big is your social fan base?
    I’m talking about true fans across Facebook, twitter, Instagram, and so forth.
Facebook is basically a remarketing engine, allowing you to connect your existing web and email traffic to social.
2014-07-15 01_25_52-Microsoft PowerPoint - [FMT_BLITZ_PPT_01312014_v1]
Likewise, your success on Google is largely driven by how many people are searching for your company name.

You’re talking to people who already know who you are, so they’re likely to convert.

Same thing in Facebook — import your audiences and amplify what’s already working for you.

  • How many people are on your website, but not your fans on Facebook?
  • How many people are fans, but not on your email list?
  • How many people are on your email list, but haven’t been to your website recently?
  • How many people are on your email list, but aren’t Facebook fans?
  • You can get these counts easily and for free to find these missing opportunities.

So learn more about website custom audiences, email custom audiences, and friend of fan targeting to connect your marketing efforts together.

If your email is producing results, why not amplify this same audience with the same content into Facebook?

Why not do it with all your channels?

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