How to Use Facebook as a Client Attraction Tool
At least once a week I hear from a reader that he or she has a Facebook page, but there is little activity. No one ever comments. No one answers questions. No one likes what's being posted.
If this is happening to you, you are not alone.
To have an active page, you need to engage people, just as you would at an in-person meeting or party. You need to connect with them, which means listening and observing them first. Once you're in the thick of things, keep watching and listening.
Check your fan page settings to make sure people can access your fan page. Go to "Edit Page" under your page's picture, then go to "Settings" and click "Edit". Look through each setting, and make sure your page is as accessible as you want it to be. Know your keywords and use them often.
The cardinal rule of social media is to be authentic in all you do. Be yourself. With that said, here are seven ways to have a conversation on FB with prospects.
1. Ask questions. These should be open-ended questions. "What are you doing this weekend?" is much better than "Are you going to watch American Idol tonight?" Both questions engage, but it takes more than a simple yes or no to answer the first.
2. Connect with them personally: Don't be shy. Get out there. Congratulate Sarah on the birth of her grandchild, and ask Brandon how he felt when he got that award. Tell Mary you're sorry her husband lost his job. It takes only a second, but they will remember you.
3. Be interesting. Post quotations that will get comments. Say something that makes people think, or state an opinion about a current event. It's up to you how controversial you want to be, but be mindful of your audience. You want to be authentic, but you don't want to push people away.
4. Share. Facebook is all about sharing—your knowledge, information, and time. Put yourself out there to help. Encourage fans to contact you with questions, and post links to websites or pages that interest your audience. If one of your fans posts a website you like, repost it and give him or her credit. Give freely, be generous, and people will love you.
5. Talk to key influencers. Find out who the key people are in your industry, and ask them to be your friend—see number 7 to find out how to send personalized invitations. Then talk to them about your industry and about themselves. Position yourself as a fellow expert with intelligent conversation and questions. Experts love to hang out with other experts.
6. Ask them to recommend friends to your page. Ask key influencers and passionate fans to recommend others to your page. Send them a personal message and ask if they know anyone who would like to become a fan.
7. Send out personal invitations. Ask people to become your fan or like your page. The way Facebook does this is impersonal. Customize the invitation. Take a quick look at his or her profile, and mention something specific: "Hi Sue, we both like Cary Grant. I'd like to invite you to my fan page, where we can talk about his movies." Tell her what's in it for her. Two or three authentic, personal invitations per day will increase your fan base more successfully than 20 impersonal fan requests.
You need to do all these steps consciously and purposefully. Know your reasons for everything you do to promote your Facebook page.
As Brian Solis notes in his book Putting the Public Back in Public Relations, "To truly engage in Social Media, you need to be wherever the people who matter to you congregate, even if it requires your participation across many different locations. However, this isn't a pass for you to start marketing blindly. Research, observe, and listen before even thinking about jumping in." Absorb the culture of the community and participate as a person, never as a marketer. Social Media requires respect and intelligence."
Discover simple marketing strategies to attract and convert prospects. My bimonthly ezine, Sumer's Secrets is packed with tips on how to improve your web copy, promote your website, and market your brand. Sign up and receive a FREE report on creating web copy that will increase sales and site traffic.
If this is happening to you, you are not alone.
To have an active page, you need to engage people, just as you would at an in-person meeting or party. You need to connect with them, which means listening and observing them first. Once you're in the thick of things, keep watching and listening.
Check your fan page settings to make sure people can access your fan page. Go to "Edit Page" under your page's picture, then go to "Settings" and click "Edit". Look through each setting, and make sure your page is as accessible as you want it to be. Know your keywords and use them often.
The cardinal rule of social media is to be authentic in all you do. Be yourself. With that said, here are seven ways to have a conversation on FB with prospects.
1. Ask questions. These should be open-ended questions. "What are you doing this weekend?" is much better than "Are you going to watch American Idol tonight?" Both questions engage, but it takes more than a simple yes or no to answer the first.
2. Connect with them personally: Don't be shy. Get out there. Congratulate Sarah on the birth of her grandchild, and ask Brandon how he felt when he got that award. Tell Mary you're sorry her husband lost his job. It takes only a second, but they will remember you.
3. Be interesting. Post quotations that will get comments. Say something that makes people think, or state an opinion about a current event. It's up to you how controversial you want to be, but be mindful of your audience. You want to be authentic, but you don't want to push people away.
4. Share. Facebook is all about sharing—your knowledge, information, and time. Put yourself out there to help. Encourage fans to contact you with questions, and post links to websites or pages that interest your audience. If one of your fans posts a website you like, repost it and give him or her credit. Give freely, be generous, and people will love you.
5. Talk to key influencers. Find out who the key people are in your industry, and ask them to be your friend—see number 7 to find out how to send personalized invitations. Then talk to them about your industry and about themselves. Position yourself as a fellow expert with intelligent conversation and questions. Experts love to hang out with other experts.
6. Ask them to recommend friends to your page. Ask key influencers and passionate fans to recommend others to your page. Send them a personal message and ask if they know anyone who would like to become a fan.
7. Send out personal invitations. Ask people to become your fan or like your page. The way Facebook does this is impersonal. Customize the invitation. Take a quick look at his or her profile, and mention something specific: "Hi Sue, we both like Cary Grant. I'd like to invite you to my fan page, where we can talk about his movies." Tell her what's in it for her. Two or three authentic, personal invitations per day will increase your fan base more successfully than 20 impersonal fan requests.
You need to do all these steps consciously and purposefully. Know your reasons for everything you do to promote your Facebook page.
As Brian Solis notes in his book Putting the Public Back in Public Relations, "To truly engage in Social Media, you need to be wherever the people who matter to you congregate, even if it requires your participation across many different locations. However, this isn't a pass for you to start marketing blindly. Research, observe, and listen before even thinking about jumping in." Absorb the culture of the community and participate as a person, never as a marketer. Social Media requires respect and intelligence."
Discover simple marketing strategies to attract and convert prospects. My bimonthly ezine, Sumer's Secrets is packed with tips on how to improve your web copy, promote your website, and market your brand. Sign up and receive a FREE report on creating web copy that will increase sales and site traffic.
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