Yes, there’s a chance the title of this post may earn me some backlash. But read on.
Originally, I was going to be writing a Quality Article on how to get your first followers on Facebook, the same way I wrote one about Twitter. But the two platforms are vastly different, and many marketers make the mistake of treating them like competitors. Don’t do that. Here’s why.
Twitter is focused on creating relationships, while Facebook is focused on maintaining them.
And you can’t maintain a relationship with a customer that doesn’t know you yet. So finding people and adding them like one would do on Twitter is not going to work in this case. In fact, Facebook won’t let you invite people to your page you don’t know.
Facebook actively protects itself from turning into Twitter by sending out messages like these.
So then, how do you get people to like your Facebook page?
Well, if you have a Facebook page that’s severely lacking in likes, there’s a couple of ways to go about this.
The first method is simple—request contacts whom you’ve already build a relationship with to like your Facebook page. You can ask your friends on Facebook, visitors of your website, or even people you meet from other social media platforms. Every little bit helps, and once they like your page, you can continue to maintain their relationship with you with engaging and thoughtful posts.
However, as far as growth hacking is concerned, this approach is not really all that scalable. That’s when method 2 comes in handy.
In order to see a solid stream of results on Facebook, you need to be shelling out a just-as-solid stream of cash. Now, there’s a whole method behind advertising on Facebook, and people with way more experience than me have written books extensively on the subject. But I’ll condense it down as much as I can for the purposes of this article.
If you’re looking for page likes, it basically boils down to two steps.
First Step: Write Facebook posts that don’t advertise your product, then advertise them.
Yes, you read that right. The posts on your Facebook page should not advertise your product. When’s the last time you clicked the Like button on an advertisement? Rather than advertising your product, research articles, anecdotes and other cool stuff that your target audience would likely share with others. (Just remember that just because you find something interesting doesn’t mean your audience will; that’s actually a common mistake. Try to get into your audience’s head.)
Once you have a few highly engaging and interesting Facebook posts, start advertising them. The easiest way is to hit the blue Boost Post button next to your published Facebook post, but many experts strongly recommend that you create an ad campaign instead. This can be done effectively for as low as $5 a day. Once your ad starts running, people will see your ad right in their newsfeed along with all their friends’ posts. If the content is engaging enough, they’ll like or share it.
Second Step: Invite people who liked the post to like your page
Soon, people will start reading your ad, and hopefully liking its content. These people will appear in a list below the post to view. Now that they’ve engaged with you, you can send them an invite to like your page. People are more likely to like a page that they’ve been involved with and seen content from, especially if you reach out yourself and request that they like it.
The more content you push out, the more opportunities you give your readers to like your page, and the more likely you are to get likes. The more likes you get, the bigger audience you have to whom you can advertise your real product.
Why not just use Facebook ads to advertise my product?
Why such a roundabout way of doing things? Wouldn’t it just be easier to advertise my actual product so people can see it firsthand?
Well, no. Your initial intent is not to advertise your product, but to get likes to your page.
Why is this? People, especially people using a site such as Facebook, are not going to buy or even be interested in your product or service the first time they hear about it. Probably not even the second or third time. It’s only after a certain amount of contact that your audience will investigate what you’re all about. That’s why getting likes to your page is so important. Once you have their like, you can start posting in their newsfeed as many times as you’d like. Eventually, once their interest is peaked, then—and only then—will they take a look at what you have to offer.
It’s baffling how many advertisers just aren’t aware of how much initial engagement and content is essential to getting people to know, like, and trust you enough to buy your product. This is known as the 80/20 rule, something I’m sure you’ve no doubt heard of—Spend 80% of your time engaging with your customers and 20% of the time selling to them.
Facebook—all about building up your established audience, not creating it. The decision to use the social network to promote your product is up to you. But don’t set it alone as the only tool in your marketing arsenal, as there’s hardly a worse utility for finding new potential customers than Facebook—unless, of course, you’re willing to invest a bit of cash on its advertising platform.