Why Tons of Facebook Traffic Doesn’t Always Equal Profit
If you’re using Facebook as a facet of your online marketing campaign, you need to know the truth: High traffic on this monster social media site doesn’t mean major sales. As mentioned in our last post, it’s really important to target your ideal customers rather than get a link hit from every single person you can on your blog or website. You could gain millions of visitors to your Facebook page and still garner zero sales. It’s not about how many clicks you get on your links; it’s about your key performance indicators (KPI). What is the goal of posting to Facebook or paying for ads? This reason is how you should measure success.
“It cost me far more to drive website traffic when targeting fans, but those people ended up being far more likely to convert. On the flip side, I could drive lookalikes to my website very inexpensively,” said Jon Loomer in his recent in-depth Facebook advertising case study.
In Loomer’s experiment, he targeted four groups of people: 1) Existing fans of his FB page, 2) website visitors from the past 30 days, 3) people who are likely to be interested in your business because of common interests with your fans, and 4) people who like similar pages to his own.
But when he followed the click all the way to the conversion, he found that targeting his fans generated the most customer conversions in the end. And that’s the goal, isn’t it? A close second were people who like similar pages (A.K.A. your competitions fans.)
He concentrated on the right type of traffic instead of trying to drum up all the traffic as he possibly could. All businesses using Facebook should take a leaf from his report.
So how can we translate this to your own Facebook marketing campaign? Simply put, you need to focus your efforts on the people who have a special interest in what you have to offer them. Here are three tips for making these facts work for you.
Tip #1: Leverage Competition
This is not an unheard of method for any marketing strategy, and it still applies to Facebook. In your likes and interests data fields, simply add your competitors’ names. This won’t gather all their fans but it will create a subset of them with other relevant points of interest or profile content.
Tip #2: Use Media to Grab Attention
It goes without saying that if you want to get some attention, give people something to look at. Links and words fall flat on Facebook, so if you really want to up your fan base and participation, post images and videos that are relevant with good information or an entertainment factor.
Tip #3: Utilize FB Apps
Take the time to go down each available Northsocial app available for your landing page and consider its value to you and your product or service. Not only will this customize and optimize your business and make it more accessible for fans and potential clients, but you will also find yourself engaging with anyone who swings by your page.
What other trends or tricks have you used to maintain high KPIs and get income without a bazillion Facebook fans? Please share with us in the comments below.
